Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

ForgetMeNot: How Marketing Helps the Mind Remember

235 views

Published on

Mastering Marketing Concepts through Models, Images, Stories and Diagrams

Published in: Education
  • Be the first to comment

  • Be the first to like this

ForgetMeNot: How Marketing Helps the Mind Remember

  1. 1. www.josephdeungria.com REMEMBER This! #ForgetMeNot Mastering Marketing Concepts through Models, Images, Stories and Diagrams Prof. Remigio Joseph A. De Ungria Jr., MBA, CDM Ateneo Graduate School of Business
  2. 2. www.josephdeungria.com Why Remember? How to #ForgetMeNot 1. Can only use a concept if you remember it 2. Tools/ systems to help us remember – Models – Images – Stories – Diagrams
  3. 3. www.josephdeungria.com 1. Why Models? Models, paradigms, systems – Directions - Traffic Provides order, reference points – for quick VALID decisions – common USEFUL understanding – BUT, know limitations
  4. 4. www.josephdeungria.com 2. Only images work! Marketing (& everything) is a battle for share of mind Mind remembers only pictures. – Car – Bedroom – My Life’s highlights
  5. 5. www.josephdeungria.com System 3 : Concept Images in a Story
  6. 6. www.josephdeungria.com 4 references (data sources) for effective management decisions: 1. Internal Records 2. Market Research 3. Market Intelligence 4. Management decision support system Concept 1:
  7. 7. www.josephdeungria.com Imagine a taxi cab driver, deciding what is the best way to go to his destination…
  8. 8. www.josephdeungria.com He can choose from 3 routes…
  9. 9. www.josephdeungria.com To choose, first he looks at his dashboard….gas, oil, battery, speed to see if he has enough to get there…
  10. 10. www.josephdeungria.com Company records on sales, collection, cost, customers, historical & current. Dashboard= Internal Records
  11. 11. www.josephdeungria.com Data previously done to find out which routes can get you to your destination Map= Market Research
  12. 12. www.josephdeungria.com Live, up-to-date information on what is happening in the market. Car radio= Market Intelligence
  13. 13. www.josephdeungria.com Decides based on internal records, map & radio which route to take Taxi Driver’s Mind = Management Decision Support System (MDSS)
  14. 14. www.josephdeungria.com 4 references (data sources) for effective management decisions: 1. Internal Records 2. Market Research 3. Market Intelligence 4. Management decision support system Concept 1:
  15. 15. www.josephdeungria.com Method 4: Concept Diagram Using diagrams to Help remember relationships
  16. 16. www.josephdeungria.com
  17. 17. www.josephdeungria.com “Expertise without integrity is empty. Integrity without expertise is ineffectual. Expertise and Integrity without service is irrelevant.” -AGSB mission statement Concept :
  18. 18. www.josephdeungria.com Expertise without integrity is empty Expertise Empty
  19. 19. www.josephdeungria.com Integrity without expertise is ineffectual Integrity Ineffectual
  20. 20. www.josephdeungria.com Irrelevant Expertise & integrity without service is irrelevant Expertise Integrity
  21. 21. www.josephdeungria.com AGSB Mission: E + I + S Expertise, Integrity, Service Expertise Empty Integrity Ineffectual Service Irrelevant AGSB Mission
  22. 22. www.josephdeungria.com
  23. 23. www.josephdeungria.com
  24. 24. www.josephdeungria.com
  25. 25. www.josephdeungria.com Example 3: Link concept with Existing Model Here the concept is linked to I Love Marketing Model
  26. 26. www.josephdeungria.com IF GAP EXISTS… COMPANY MARKET SHARE PROFITS MKT SIZE , SEGMENT TARGET market POSITION USING 4Ps: Price, Promo, Place, Product 4 GENERIC WINNING STRATEGIES LIKE: OPPORTUNITIES and THREATSSTRENGTHS and WEAKNESSES 5 COMPANY CONSIDERATIONS when evaluating opportunities Vision Entry Barriers Niche TRANSFORM Features to Benefits CUSTOMER NEEDS, WANTS, DEMANDS WATCH OUT FOR INDUSTRY FORCES: REPEAT SALES COMPETITION I LOVE MARKETING MODEL
  27. 27. www.josephdeungria.com 1. Develop Strategic Plans 21st Century Marketing Difference 5: Marketing Must Fulfill 7 Tasks
  28. 28. www.josephdeungria.com 1. Develop Strategic Plans 2. Capture Market Insights 21st Century Marketing Difference 5: Marketing Must Fulfill 7 Tasks
  29. 29. www.josephdeungria.com 1. Develop Strategic Plans 2. Capture Market Insights 3. Connect with Customers 21st Century Marketing Difference 5: Marketing Must Fulfill 7 Tasks
  30. 30. www.josephdeungria.com 1. Develop Strategic Plans 2. Capture Market Insights 3. Connect with Customers 4. Build Strong Brands 21st Century Marketing Difference 5: Marketing Must Fulfill 7 Tasks
  31. 31. www.josephdeungria.com 1. Develop Strategic Plans 2. Capture Market Insights 3. Connect with Customers 4. Build Strong Brands 5. Shape Market Offerings 21st Century Marketing Difference 5: Marketing Must Fulfill 7 Tasks
  32. 32. www.josephdeungria.com 1. Develop Strategic Plans 2. Capture Market Insights 3. Connect with Customers 4. Build Strong Brands 5. Shape Market Offerings 6. Communicate & Deliver Value 21st Century Marketing Difference 5: Marketing Must Fulfill 7 Tasks
  33. 33. www.josephdeungria.com 1. Develop Strategic Plans 2. Capture Market Insights 3. Connect with Customers 4. Build Strong Brands 5. Shape Market Offerings 6. Communicate & Deliver Value 7. Capture Long Term Growth 21st Century Marketing Difference 5: Marketing Must Fulfill 7 Tasks
  34. 34. www.josephdeungria.com 21st Century Marketing…. 7 Tasks 1 Develop Plans NEEDS, WANTS, DEMANDS PROFITABLY Business Success CHANGING MANAGES DEMANDS Product Prom o Price Place POSTIONS with Br ANDS HOLE- Stick 7 TASKS PLANeS
  35. 35. www.josephdeungria.com 21st Century Marketing…. 7 Tasks 2 Captures Insights NEEDS, WANTS, DEMANDS PROFITABLY Business Success CHANGING MANAGES DEMANDS Product Prom o Price Place POSTIONS with Br ANDS HOLE- Stick 7 TASKS DEVELOPS PLANeS CAPTURES Insights
  36. 36. www.josephdeungria.com 21st Century Marketing…. 7 Tasks 3 Connects with Customers NEEDS, WANTS, DEMANDS PROFITABLY Business Success CHANGING MANAGES DEMANDS Product Prom o Price Place POSTIONS with Br ANDS HOLE- Stick 7 TASKS DEVELOPS PLANeS CAPTURES Insights CONNECTS WITH CUSTOMERS
  37. 37. www.josephdeungria.com 21st Century Marketing…. 7 Tasks 4 Builds Strong Brands NEEDS, WANTS, DEMANDS PROFITABLY Business Success CHANGING MANAGES DEMANDS Product Prom o Price Place POSTIONS with Br ANDS HOLE- Stick 7 TASKS DEVELOPS PLANeS CAPTURES Insights CONNECTS WITH CUSTOMERS BUILDS BRANDS
  38. 38. www.josephdeungria.com 21st Century Marketing…. 7 Tasks 5 Shapes Market Offerings NEEDS, WANTS, DEMANDS PROFITABLY Business Success CHANGING MANAGES DEMANDS Product Prom o Price Place POSTIONS with Br ANDS HOLE- Stick 7 TASKS DEVELOPS PLANeS CAPTURES Insights CONNECTS WITH CUSTOMERS BUILDS BRANDS SHiPs OFFERING
  39. 39. www.josephdeungria.com 21st Century Marketing…. 7 Tasks 6 Communicates & Delivers Value NEEDS, WANTS, DEMANDS PROFITABLY Business Success CHANGING MANAGES DEMANDS Product Prom o Price Place POSTIONS with Br ANDS HOLE- Stick 7 TASKS DEVELOPS PLANeS CAPTURES Insights CONNECTS WITH CUSTOMERS BUILDS BRANDS SHiPs OFFERING COMMUNICATES AND DELIVERS VALUE
  40. 40. www.josephdeungria.com 21st Century Marketing…. 7 Tasks 7 Creates Long Term Growth NEEDS, WANTS, DEMANDS PROFITABLY Business Success CHANGING MANAGES DEMANDS Product Prom o Price Place POSTIONS with Br ANDS HOLE- Stick 7 TASKS DEVELOPS PLANeS CAPTURES Insights CONNECTS WITH CUSTOMERS BUILDS BRANDS SHiPs OFFERING COMMUNICATES AND DELIVERS VALUE LONG TERM GROWTH
  41. 41. www.josephdeungria.com You need to only choose 1 concept and 1 approach (story, image, diagram or link to I Love Marketing Model). Identify the concept at the start. Post this at the correct site to earn the grade credit. Reminder to Hyper2 Student!
  42. 42. www.josephdeungria.com REMEMBER This! Mastering Marketing Concepts through Stories, Images and Diagrams Prof. Remigio Joseph A. De Ungria Jr., MBA, CDM Ateneo Graduate School of Business v2013

×