Ch1 Marketing in the 21st Century

www. BongDeUngria. com
DEFINING MARKETING for the
21st CENTURY
(Same Differences ?)
Prof. Bong De Ungria
Ateneo Graduate School of Business
UP Virata School of Business
Understanding Marketing Management

Outline of Learning Objectives
21st century marketing is…
1. Important for survival & growth (why?)
2. Used for everything (for what?, scope) by
everyone (who?)
3. Same as before (what are core concepts?)
4. Changing
5. About Accomplishing 8 Tasks
6. Local Applications

21st century marketing COncept Sythesis
everyone (who?)
4. Changing

21st Century Marketing Concept 1:
Marketing is important for
business #Survival #Growth

Marketing is important for
business #Survival #Growth
#GenerateDemand: for top-line growth (revenue)
communicating
creating,
delivering value to

1. Goods
2. Services
3. Experiences
4. Events
5. Persons
6. Places
7. Properties
8. Organizations
9. Information
10.Ideas
21st Century Marketing Concept 2a:
#Everythingismarketed!

1. Goods
2. Services
3. Experiences
4. Events
5. Persons
6. Places
7. Properties
8. Organizations
9. Information
10.Ideas
Everything (10) is marketed !
Pnoy Challenge:
Name 1 entity that
does not need
Marketing

Who
Is
Involved
In
Marketing
(for your company?)
Raise your hands!

1. Marketing
2. Finance
3. Operations
4. HR
21st Century Marketing Concept 3: #MarketingInvolvesEverybody
Every employee is a marketer!

1. Marketing
2. Finance
3. Operations
4. HR
Including:
– Delivery personnel
– Security guards
– Secretaries
– Collectors
– Messenger
Every employee is a marketer!

#Everything counts!
(All actions are counted, scored by the
customer)

everyone (who?)
4. Changing
6. Local Application

Model
Mastering 101 Key Marketing Concepts

What is Marketing?

What is Marketing?
System of profitably

What is Marketing?
creating,

What is Marketing?
communicating and
creating,

What is Marketing?
communicating and
creating,
delivering value to

What is Marketing?
Satisfy customer
communicating and
creating,
delivering value to

What is Marketing?
Satisfy customer
needs, wants and demands
communicating and
creating,
delivering value to

What is Marketing?
Satisfy customer
Better than competition
communicating and
creating,
delivering value to

Maslow’s Hierarchy of Needs=
a basic, constant reference since 1943
Self-
Actualization
Esteem Needs
(Recognition,
Status)
Social Needs (sense of
belonging, love)
Safety Needs (security,
protection)
Physiological needs (food, water,
shelter)

Heart is a 3 cornered shape
For 3 Strategic Cs

CUSTOMER
First side is Customer

COMPANY
CUSTOMER
2nd side is Company who creates,
communicates & delivers value

COMPANY
CUSTOMER
COMPETITION
3rd side is Competition

COMPANY
CUSTOMER
NEEDS,
WANTS,
DEMANDS
COMPETITION
For customers, we meet demands

21st Century Marketing
System that profitably
Better than competition
Satisfy customer
communicates and
creates,
delivers value to

In 21st Century Marketing
Many Things Changed
(Increased!)

1. Globalization
2. Technology
3. Deregulation
4. Privatization
5. More Competition
6. Industry Convergence
7. Consumer resistance
21st Century Marketing Difference 1:
Competition increased due to

1. Globalization
2. Technology
3. Deregulation
4. Privatization
5. More Competition
6. Industry Convergence
7. Consumer resistance
8. Retail Transformation
The Following changed
or disappeared:
Economic Boundaries
Brick and Mortar
Business Rules
Monopolies & Dinosaurs
Way of Doing Business
Competitive Rules changed!

EASIER
5. Ordering
6. Comparison
Customer is
King!
Customers are more powerful
and demanding
1. Buying Power
2. Choices
3. Information
4. Voice
INCREASED

1. Internet
1. Social Media
2. Sales Channel
3. Research
4. On and Off-line buzz
5. Blogs
6. Purchasing savings
2. Niche magazines
3. Mobile
Companies must use more
capabilities too!

Company does same things it did 5 or 10
years ago (even if these were the key
success factors of the 20th century)
Heart Attack!

Must cover:
1. Customers (develop long term relationships)
2. Company (internal customers, employees, 4Ps)
3. Competition (performance)
Marketing has to be HOLISTIC

1. Develop Strategic Plans
Marketing Must Fulfill 8 Tasks

2. Capture Market Insights

3. Connect with Customers

4. Build Strong Brands

5. Shape Market Offerings

6 & 7 Communicate & Deliver Value

6 & 7 Communicate & Deliver Value
8. Capture Long Term Growth

everyone (who?)
4. Changing
A. Marketing of PERSONS
B. Responding to More Powerful CUSTOMERS, Greater
COMPETITON

1. Goods
2. Services
3. Experiences
4. Events
5. Persons
6. Places
7. Properties
8. Organizations
9. Information
10.Ideas
6A. 21st Century Marketing Concept
#Everythingismarketed!

1. 5 won elections: 4 as Presidents
2. Nationally known, won = successful marketing
3. At time of election:
A. Chosen brand (elected)
B. Not best in Expertise/ Integrity or Service
(there were better but less known alternatives)
6A. Local Application of Marketing People:
Similarities are Huge

1. Key Reason why they won / lost
2. Timing of Campaign
3. How/ What they told their “Brand Story”
4. How much was spent
6A. Local Application of Marketing People:
Differences are Great

In 21st Century Marketing
Many Things Changed
(Increased!)
6B. Marketing Concept#2

POWERFUL CUSTOMERS
“Powerful” Students have easy access
to information .They are more vocal
and demanding...
Professor
Textbook
Class
Session
Word of Mouth, Google, Student Evaluation,
Social Media, Viber, Messenger, SMS,
Notes and Assignments form Previous Clasess

Greater Competition
Students from different classes and
different semesters easily share,
compare, copy AND adapt...
Class 1
June 2020
Prof Bong
Class 2
June 2020
Prof Juan
Class 1
Dec 2019
Prof Bong

6B. Local Application: Need to Increase CAPABILITY (Company)
Today’s teaching & coaching 4.0 must match
with the students demands 4.0
Professor
Textbook
Class Session
Word of Mouth, Google, Student Evaluation,
Social Media, Viber, Messenger, SMS,
Notes and Assignments form Preivous Clasess
Youtube & Google
Web Links
On Line Links

1. Video posts > Blogpost >
Powerpoint
6B. Local Application Increased COMPANY Capability :
Vcoach Bong: Move from 2.0 to 4.0

Powerpoint
2. Targeted web posting (Linked In for
Professional, Blogs for Easy Sharing, FB for
Social Media)
POWER SHIFT : (Actionable Insights)

Powerpoint
Social Media)
3. Manage and limit touchpoints.
Respond quickly and sincerely
because it matters more than
technical knowledge...

Powerpoint
Social Media)
3. Manage and limit touchpoints.
Respond quickly and sincerely
because it matters more than
technical knowledge...
4. Use latest, locally relevant info
(Use 2020 and not 2017 data)

Summary:
21st century marketing is
everyone (who?)
4. Changing
A. Marketing of PERSONS
B. Responding to More Powerful CUSTOMERS, Greater
COMPETITON

YouTube Channel:
https://www.youtube.com/c/BongDeUngria
Blog
https://bongdeungria.com/
Linked In
https://www.linkedin.com/in/josephdeungria/
Subsribe Connect Create
Bong De Ungria
(Remigio Joseph De Ungria)

60
21st CENTURY

61
21st CENTURY
(Same Differences ?)

Ch1 Marketing in the 21st Century

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