Defining marketing for the 21st century

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Defining marketing for the 21st century

  1. 1. Defining Marketing For the 21 st Century Timothy Joseph G. Abad May 12, 2010
  2. 2. Outline What do we need to know about 21 st Century Marketing? <ul><li>What do we need to know about Marketing? </li></ul><ul><li>Scope of Marketing </li></ul><ul><li>Core Marketing Concepts </li></ul><ul><li>What has Changed about Marketing? </li></ul><ul><li>How Companies look at the Market Today </li></ul><ul><li>Marketing Management Tasks </li></ul>
  3. 3. Concept 1: Marketing is… <ul><li>Organizational function and a set of processes </li></ul><ul><li>and… </li></ul>
  4. 4. Concept 1: Marketing is… <ul><li>Marketing Management is… </li></ul><ul><ul><ul><ul><ul><li>AND </li></ul></ul></ul></ul></ul>
  5. 5. Concept 1: Marketing is… <ul><li>Kotler: Sony’s PS3, iPod Nano, Toyota Prius </li></ul><ul><li>Local: Smart E-Load. Unlimited Texting. </li></ul><ul><li>RP Medical Application: Medical Tourism </li></ul>
  6. 6. Concept 2 Everything is Marketed!
  7. 7. Concept 2 Everything is Marketed! <ul><li>Kotler: Rubber Chicken Cards, Royal Philips </li></ul><ul><li>Local: JG Summit Capital Markets Corporation </li></ul><ul><li>RP Medical Application: Belo, Calayan </li></ul>
  8. 8. Concept 3 I want. I need. I demand. <ul><li>Needs = </li></ul><ul><li>Wants = + </li></ul><ul><li>Demands = + + </li></ul>
  9. 9. Concept 3 I want. I need. <ul><li>Five Types </li></ul><ul><li>of Needs </li></ul><ul><ul><li>Stated </li></ul></ul><ul><ul><li>Real </li></ul></ul><ul><ul><li>Unstated </li></ul></ul><ul><ul><li>Delight </li></ul></ul><ul><ul><li>Secret </li></ul></ul>
  10. 10. Concept 3 I want. I need. <ul><li>Kotler: Nokia and Ericsson </li></ul><ul><li>Local: PLDT DSL, Smart Bro, Globe Tattoo </li></ul><ul><li>RP Medical Application: Cosmetics Surgery (Belo) </li></ul>
  11. 11. Concept 4 Interlinking societal factors have created new behaviours, opportunities and challenges
  12. 12. Concept 4 Interlinking societal factors have created new behaviours, opportunities and challenges <ul><li>Kotler: MAC Cosmetics Inc., Dot-com companies </li></ul><ul><li>Local: PLDT </li></ul><ul><li>RP Medical Application: Lifestyle Diseases </li></ul>
  13. 13. Concept 5 The Consumer has changed!
  14. 14. Concept 5 The Consumer has changed! <ul><li>Kotler: KFC, Converse, WM. Wrigely Jr. </li></ul><ul><li>Local: Cellphones </li></ul><ul><li>RP Medical Application: More knowledgeable patients due to the internet </li></ul>
  15. 15. Concept 6 The Company has changed! <ul><li>Internet Target Marketing Mobile Customize </li></ul><ul><li>Improved , , , </li></ul>
  16. 16. Concept 6 The Company has changed! <ul><li>Kotler: M&Ms, BMW, Tesco </li></ul><ul><li>Local: PLDT, Online fast food ordering, Gmask </li></ul><ul><li>RP Medical Application: Personalized General Check-up Packages in Hospitals </li></ul>
  17. 17. Concept 7 Towards a Holistic Marketing Orientation Production Marketing Product Selling
  18. 18. Concept 7 Towards a Holistic Marketing Orientation
  19. 19. Concept 7 Towards a Holistic Marketing Orientation <ul><li>Kotler: Nike </li></ul><ul><li>Local: Ayala Group of Companies </li></ul><ul><li>RP Medical Application: DOH Programs </li></ul>
  20. 20. Concept 8 Integrated markets create, communicate and deliver value for consumers
  21. 21. Concept 8 Integrated markets create, communicate and deliver value for consumers <ul><li>Solution : How can I solve it? </li></ul><ul><li>Information : Where can I learn from it? </li></ul><ul><li>Value : What is my total sacrifice to get this solution? </li></ul><ul><li>Access : Where can I find it? </li></ul>
  22. 22. Concept 8 Integrated markets create, communicate and deliver value for consumers <ul><li>Kotler: Carnival Connections </li></ul><ul><li>Local: Smart and Globe </li></ul><ul><li>RP Medical Application: Hospitals </li></ul>
  23. 23. Concept 9 Holistic Marketing Incorporates Internal and Performance Marketing <ul><li>Internal marketing is the task of… </li></ul>Hiring Motivating Training
  24. 24. Concept 9 Holistic Marketing Incorporates Internal and Performance Marketing <ul><li>Performance Marketing </li></ul><ul><ul><li>Financial Accountability </li></ul></ul><ul><ul><li>Social Responsibility Marketing </li></ul></ul>
  25. 25. Concept 9 Holistic Marketing Incorporates Internal and Performance Marketing <ul><li>Kotler: McDonald’s </li></ul><ul><li>Local: Ayala Social Initiatives </li></ul><ul><li>RP Medical Application: Charity Wards </li></ul>
  26. 26. Concept 10 There are specific marketing tasks that need to be done <ul><li>Develop market strategies and plans </li></ul><ul><li>Capture marketing insights </li></ul><ul><li>Connect with customers </li></ul><ul><li>Build strong brands </li></ul><ul><li>Shape market offerings </li></ul><ul><li>Deliver value </li></ul><ul><li>Communicate value </li></ul><ul><li>Create long-term growth </li></ul>
  27. 27. Concept 10 There are specific marketing tasks that need to be done <ul><li>Kotler: Zeus, inc. </li></ul><ul><li>Local: Hapee Toothpaste </li></ul><ul><li>RP Medical Application: Patient as Partners by TMC </li></ul>
  28. 28. Summary 21 st Century Marketing <ul><li>Concepts still remain the same </li></ul><ul><li>Societal Factors have changed the players in the market </li></ul><ul><ul><li>Consumers have changed </li></ul></ul><ul><ul><li>Companies have changed </li></ul></ul><ul><ul><ul><li>Companies have moved towards a holistic marketing concept </li></ul></ul></ul><ul><li>Marketing management have certain tasks that are needed to be done for a company to be successful </li></ul>
  29. 29. Defining Marketing For the 21 st Century Timothy Joseph G. Abad May 12, 2010

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