Chapter 1: Understanding marketing management<br />Top 10 Concepts<br />Vincent Abadilla<br />MD 07 0050<br />
outline<br />Introduction<br />Core marketing concepts<br />New consumer capabilities<br />Company orientation towards mar...
Introduction<br />Marketing- identifying and meeting human and social needs<br />Marketing Management – art and science of...
Concept 1: needs, wants and demands<br />Kotler : Nokia, Ericsson cellphones<br />Local: Golden spoon<br />Medical: Tegade...
Concept 2:Target markets, positioning and segmentation<br />Kotler: Wal mart<br />Local: Shangrila Mall<br />Medical: QMMC...
Concept 3: Offerings and brands<br />Kotler: Mcdonald’s<br />Local: Sarao<br />Medical: 3M medical products<br />
Concept 4: Competition<br />Kotler: Nippon steel vs. foreign steel firms<br />Local: San Miguel Beer vs. Beer na Beer<br /...
Other core marketing concepts<br />Value and Satisfaction<br />Marketing channels<br />Supply chain<br />Marketing environ...
Concept 5: New marketing realities<br />Kolter: MAC cosmetics<br />Local: Tipidpc.com<br />Medical: Medical Tourism<br />
Concept 6: new consumer capabilities<br />Kotler: KFC, Converse, Wrigleys<br />Local: E-bay/paypal Philippines<br />Medica...
Concept 7: production concept<br />Kotler: Lenovo, Haier<br />Local: Japan Home, Saizen<br />Medical: Generic Drugs<br />
Concept 8: selling concept<br />Kotler: Coca Cola<br />Local: Ukay-ukay<br />Medical: Lasik<br />
Concept 9: marketing concept<br />“customer centered, sense and respond philosophy”<br />Kotler: Dell computer<br />Local:...
Concept 10: holistic marketing concept<br />“everything matters in marketing”, broad integrated perspective<br />Kotler: N...
Chapter 1: Understanding marketing management<br />Top 10 Concepts<br />Vincent Abadilla<br />MD 07 0050<br />
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Chapter 1.vincent abadilla

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Chapter 1.vincent abadilla

  1. 1. Chapter 1: Understanding marketing management<br />Top 10 Concepts<br />Vincent Abadilla<br />MD 07 0050<br />
  2. 2. outline<br />Introduction<br />Core marketing concepts<br />New consumer capabilities<br />Company orientation towards marketplace<br />
  3. 3. Introduction<br />Marketing- identifying and meeting human and social needs<br />Marketing Management – art and science of choosing target markets and getting, keeping, growing customersthrough creating, delivering and communicating superior customer value<br />
  4. 4. Concept 1: needs, wants and demands<br />Kotler : Nokia, Ericsson cellphones<br />Local: Golden spoon<br />Medical: Tegaderm wound dressing<br />
  5. 5. Concept 2:Target markets, positioning and segmentation<br />Kotler: Wal mart<br />Local: Shangrila Mall<br />Medical: QMMC <br />
  6. 6. Concept 3: Offerings and brands<br />Kotler: Mcdonald’s<br />Local: Sarao<br />Medical: 3M medical products<br />
  7. 7. Concept 4: Competition<br />Kotler: Nippon steel vs. foreign steel firms<br />Local: San Miguel Beer vs. Beer na Beer<br />Medical: TMC vs. St. Lukes<br />
  8. 8. Other core marketing concepts<br />Value and Satisfaction<br />Marketing channels<br />Supply chain<br />Marketing environment<br />
  9. 9. Concept 5: New marketing realities<br />Kolter: MAC cosmetics<br />Local: Tipidpc.com<br />Medical: Medical Tourism<br />
  10. 10. Concept 6: new consumer capabilities<br />Kotler: KFC, Converse, Wrigleys<br />Local: E-bay/paypal Philippines<br />Medical: Internet (i.e. E-medicine)<br />
  11. 11. Concept 7: production concept<br />Kotler: Lenovo, Haier<br />Local: Japan Home, Saizen<br />Medical: Generic Drugs<br />
  12. 12. Concept 8: selling concept<br />Kotler: Coca Cola<br />Local: Ukay-ukay<br />Medical: Lasik<br />
  13. 13. Concept 9: marketing concept<br />“customer centered, sense and respond philosophy”<br />Kotler: Dell computer<br />Local: kink cakes<br />Medical: plastic surgery<br />
  14. 14. Concept 10: holistic marketing concept<br />“everything matters in marketing”, broad integrated perspective<br />Kotler: Nike<br />Local: Ayala Land Corp.<br />Medical: The Medical City<br />
  15. 15. Chapter 1: Understanding marketing management<br />Top 10 Concepts<br />Vincent Abadilla<br />MD 07 0050<br />

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