2. www.josephdeungria.com
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. Basic (what are core concepts?)
4. Changing
5. About Accomplishing 8 Tasks
3. www.josephdeungria.com
21st Century Marketing Concept 1:
Marketing is important for
business #Survival&Growth
• #GenerateDemand: for top-line
growth (revenue)
• #ProvidesSolutionstoSociety
communicating and
creating,
delivering value to
10. www.josephdeungria.com
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. Basic (what are core concepts?)
4. Changing
5. About Accomplishing 8 Tasks
22. www.josephdeungria.com
Food example
To understand Needs, Wants & Demands.
Need Basic necessity
Feel deprived if this is
absent
Food
Want Given choices, this is
what you prefer
Chicken,
Burger, Steak
dinner
Demand A want that is supported
by a decision and
capacity to buy
Only burger
is within my
budget!
24. www.josephdeungria.com
Needs are still basic,
universal human
requirements.
Respond to 5 Types
of needs:
1. Stated
2. Unstated
3. Real
4. Delight
5. Secret
Basic needs have not changed.
No NEED added or deleted in 50 years
30. www.josephdeungria.com
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. Basic (what are core concepts?)
4. Changing
5. About Accomplishing 8 Tasks
32. www.josephdeungria.com
1. Globalization
2. Technology
3. Deregulation
4. Privatization
5. More Competition
6. Industry Convergence
7. Consumer resistance
8. Retail Transformation
21st Century Marketing Difference 1:
Competition increased due to
33. www.josephdeungria.com
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
21st Century Marketing Difference 1:
Competitive Rules changed!
34. www.josephdeungria.com
1. Buying Power
2. Choices
3. Information
4. Voice
EASIER
5. Ordering
6. Comparison
Customer is
King!
INCREASED
21st Century Marketing Difference 1:
Customers are more powerful
and demanding
35. www.josephdeungria.com
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
21st Century Marketing Difference 3:
Companies must use more
capabilities too!
37. www.josephdeungria.com
Must cover:
1. Customers (develop long term relationships)
2. Company (internal customers, employees, 4Ps)
3. Competition (performance)
21st Century Marketing Difference 4:
Marketing has to be HOLISTIC
38. www.josephdeungria.com
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. Basic (what are core concepts?)
4. Changing
5. About Accomplishing 8 Tasks