Chapter 1.vincent abadilla
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Chapter 1.vincent abadilla

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Chapter 1.vincent abadilla Chapter 1.vincent abadilla Presentation Transcript

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