The document discusses 10 concepts for introducing products to new markets: incremental innovation, customer-driven engineering, stage-gate systems, open innovation, virtual reality testing, rapid prototyping, crowdsourcing, lateral marketing, relative advantage, and cross-functional teams. For each concept, the document provides a definition and example from marketing literature and real-world cases, including pharmaceutical applications. The overall message is that successfully marketing to new audiences requires understanding customers and incorporating diverse inputs throughout the product development process.
Is Black Friday obsolete? Store closed, apps open? It's never too early to develop strategies to leverage in-app messaging, message center and mobile wallet for holiday shopping.
The first two days of the holiday sales period have netted $4.45 billion in U.S. online purchases, with mobile devices — led by smartphones — accounting for a record $1.5 billion of that amount, with $2.72 billion spent on BlackFriday and $1.73 billion on Thanksgiving. The figures come from Adobe, which has been tracking some 4,500 sites, including 80% of the top 100 retailers.
Mobile accounted for 60% of all online traffic on Thanksgiving, IBM said, up 14.8% on a year ago; and it took 54.4% of traffic on Black Friday, up 16.6%. On Thanksgiving, 40% of all sales were completed on mobile devices, another rise compared to last year, when one-third of sales were made on smartphones and tablets. Black Friday saw 35.3% of sales on mobile
How to Master Your Mobile Engagement Toolkit Urban Airship
The most successful retail apps have a well-defined mobile engagement strategy. Push notifications have proven to drive significant results, but they are only a piece of the story.
Urban Airship recently compiled the industry's largest study of opt-in rates and trends, revealing that on average, only 43% of users opt-in to push notifications. Of those who don’t opt-in, less than a third of users engage with an app again after the initial installation.
This is where additional tools like in-app messaging, message centers and digital wallet offerings provide a brand new opportunity. Because they allow you to address all of your users inside and outside of your app, these tools provide significantly more reach. They also provide you with a lot of control to communicate new product offers and promotions, address abandoned carts, and encourage profile signups to keep your brand top of mind.
Sign up for this webinar and join Bill Schneider, Urban Airship’s director of product marketing, to learn:
• How to expand your messaging tools beyond Push notifications
• When to use Push, In-App Messaging and Digital Wallet
• How to maximize the Push Opt-in opportunity
• Strategic insights on building messaging solutions that support each other
Intimate, not creepy. Insightful, not intrusive. Valuable, not superfluous. Customer engagement is a balancing act. Urban Airship Product Manager, Bill Schneider presented strategies for personalization at the Bottle Rocket Summit on mobile marketing strategies.
Survey says: consumers are already using mobile wallet, and they want more.
In our survey of 2,000 customers in the U.S. and the U.K., we found that marketers have yet to meet consumer demand for wallet.
Consider:
- 54% of respondents we surveyed have already used a wallet pass
- More than 57% of Millennials want information about sales, offers and coupons delivered via mobile wallet
In this presentation, two mobile wallet experts take you through the survey results and explore what the key findings mean for mobile marketers.
Is Black Friday obsolete? Store closed, apps open? It's never too early to develop strategies to leverage in-app messaging, message center and mobile wallet for holiday shopping.
The first two days of the holiday sales period have netted $4.45 billion in U.S. online purchases, with mobile devices — led by smartphones — accounting for a record $1.5 billion of that amount, with $2.72 billion spent on BlackFriday and $1.73 billion on Thanksgiving. The figures come from Adobe, which has been tracking some 4,500 sites, including 80% of the top 100 retailers.
Mobile accounted for 60% of all online traffic on Thanksgiving, IBM said, up 14.8% on a year ago; and it took 54.4% of traffic on Black Friday, up 16.6%. On Thanksgiving, 40% of all sales were completed on mobile devices, another rise compared to last year, when one-third of sales were made on smartphones and tablets. Black Friday saw 35.3% of sales on mobile
How to Master Your Mobile Engagement Toolkit Urban Airship
The most successful retail apps have a well-defined mobile engagement strategy. Push notifications have proven to drive significant results, but they are only a piece of the story.
Urban Airship recently compiled the industry's largest study of opt-in rates and trends, revealing that on average, only 43% of users opt-in to push notifications. Of those who don’t opt-in, less than a third of users engage with an app again after the initial installation.
This is where additional tools like in-app messaging, message centers and digital wallet offerings provide a brand new opportunity. Because they allow you to address all of your users inside and outside of your app, these tools provide significantly more reach. They also provide you with a lot of control to communicate new product offers and promotions, address abandoned carts, and encourage profile signups to keep your brand top of mind.
Sign up for this webinar and join Bill Schneider, Urban Airship’s director of product marketing, to learn:
• How to expand your messaging tools beyond Push notifications
• When to use Push, In-App Messaging and Digital Wallet
• How to maximize the Push Opt-in opportunity
• Strategic insights on building messaging solutions that support each other
Intimate, not creepy. Insightful, not intrusive. Valuable, not superfluous. Customer engagement is a balancing act. Urban Airship Product Manager, Bill Schneider presented strategies for personalization at the Bottle Rocket Summit on mobile marketing strategies.
Survey says: consumers are already using mobile wallet, and they want more.
In our survey of 2,000 customers in the U.S. and the U.K., we found that marketers have yet to meet consumer demand for wallet.
Consider:
- 54% of respondents we surveyed have already used a wallet pass
- More than 57% of Millennials want information about sales, offers and coupons delivered via mobile wallet
In this presentation, two mobile wallet experts take you through the survey results and explore what the key findings mean for mobile marketers.
About UCI Applied Innovation:
UCI Applied Innovation is a dynamic, innovative central platform for the UCI campus, entrepreneurs, inventors, the business community and investors to collaborate and move UCI research from lab to market.
About the Cove @ UCI:
To accelerate collaboration by better connecting innovation partners in Orange County, UCI Applied Innovation created the Cove, a physical, state-of-the-art hub for entrepreneurs to gather and navigate the resources available both on and off campus. The Cove is headquarters for UCI Applied Innovation, as well as houses several ecosystem partners including incubators, accelerators, angel investors, venture capitalists, mentors and legal experts.
Follow us on social media:
Facebook: @UCICove
Twitter: @UCICove
Instagram: @UCICove
LinkedIn: @UCIAppliedInnovation
For more information:
cove@uci.edu
http://innovation.uci.edu/
With this presentation I wanted to highlight a number of trends in the healthcare sector and some major challenges born out of the current healthcare delivery model. I’d then like to propose an alternative model in which the combination of distributed patient and diagnostic data collection, cloud technology and AI would support better healthcare tailored to the individual at lost cost to payers. I would conclude by highlighting opportunities for AI-led innovation.
Innovation Management - A capsuled presentation on Innovation for studentsSuren Mathur
A crisp presentation on Innovation, its definitions, meaning and how to ' manage innovation' as a Manager / Executive within a business organization / company
Medical Device Reimbursement - Lean Startup MethodologyAmir Inbar
In this article we provide a real-life example of a failure by one of our clients and suggest a proven process to implement Lean Startup methodology to decrease the likelihood of such failures.
Medical Device Reimbursement - Lean Startup MethodologyAmir Inbar
A lot has been written about how Lean Startup methodology might help entrepreneurs build commercially successful products. This article, called “Medical Device Reimbursement – Lean Startup Implementation”, provides a real-life example from one of our clients that failed to develop a commercially successful product, and show how implementing Lean Startup methodology may decrease the likelihood of such failures.
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
More Related Content
Similar to Markman Session 1-2 Tenorio, Gian Van Paolo V. MD12-0162
About UCI Applied Innovation:
UCI Applied Innovation is a dynamic, innovative central platform for the UCI campus, entrepreneurs, inventors, the business community and investors to collaborate and move UCI research from lab to market.
About the Cove @ UCI:
To accelerate collaboration by better connecting innovation partners in Orange County, UCI Applied Innovation created the Cove, a physical, state-of-the-art hub for entrepreneurs to gather and navigate the resources available both on and off campus. The Cove is headquarters for UCI Applied Innovation, as well as houses several ecosystem partners including incubators, accelerators, angel investors, venture capitalists, mentors and legal experts.
Follow us on social media:
Facebook: @UCICove
Twitter: @UCICove
Instagram: @UCICove
LinkedIn: @UCIAppliedInnovation
For more information:
cove@uci.edu
http://innovation.uci.edu/
With this presentation I wanted to highlight a number of trends in the healthcare sector and some major challenges born out of the current healthcare delivery model. I’d then like to propose an alternative model in which the combination of distributed patient and diagnostic data collection, cloud technology and AI would support better healthcare tailored to the individual at lost cost to payers. I would conclude by highlighting opportunities for AI-led innovation.
Innovation Management - A capsuled presentation on Innovation for studentsSuren Mathur
A crisp presentation on Innovation, its definitions, meaning and how to ' manage innovation' as a Manager / Executive within a business organization / company
Medical Device Reimbursement - Lean Startup MethodologyAmir Inbar
In this article we provide a real-life example of a failure by one of our clients and suggest a proven process to implement Lean Startup methodology to decrease the likelihood of such failures.
Medical Device Reimbursement - Lean Startup MethodologyAmir Inbar
A lot has been written about how Lean Startup methodology might help entrepreneurs build commercially successful products. This article, called “Medical Device Reimbursement – Lean Startup Implementation”, provides a real-life example from one of our clients that failed to develop a commercially successful product, and show how implementing Lean Startup methodology may decrease the likelihood of such failures.
Similar to Markman Session 1-2 Tenorio, Gian Van Paolo V. MD12-0162 (20)
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
Everyone knows the power of stories, but when asked to come up with them, we struggle. Either we second guess ourselves as to the story's relevance, or we just come up blank and can't think of any. Unlocking Everyday Narratives: The Power of Storytelling in Marketing will teach you how to recognize stories in the moment and to recall forgotten moments that your audience needs to hear.
Key Takeaways:
Understand Why Personal Stories Connect Better
How To Remember Forgotten Stories
How To Use Customer Experiences As Stories For Your Brand
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Is AI-Generated Content the Future of Content Creation?Cut-the-SaaS
Discover the transformative power of AI in content creation with our presentation, "Is AI-Generated Content the Future of Content Creation?" by Puran Parsani, CEO & Editor of Cut-The-SaaS. Learn how AI-generated content is revolutionizing marketing, publishing, education, healthcare, and finance by offering unprecedented efficiency, creativity, and scalability.
Understanding
AI-Generated Content:
AI-generated content includes text, images, videos, and audio produced by AI without direct human involvement. This technology leverages large datasets to create contextually relevant and coherent material, streamlining content production.
Key Benefits:
Content Creation: Rapidly generate high-quality content for blogs, articles, and social media.
Brainstorming: AI simulates conversations to inspire creative ideas.
Research Assistance: Efficiently summarize and research information.
Market Insights:
The content marketing industry is projected to grow to $17.6 billion by 2032, with AI-generated content expected to dominate over 55% of the market.
Case Study: CNET’s AI Content Controversy:
CNET’s use of AI for news articles led to public scrutiny due to factual inaccuracies, highlighting the need for transparency and human oversight.
Benefits Across Industries:
Marketing: Personalize content at scale and optimize engagement with predictive analytics.
Publishing: Automate content creation for faster publication cycles.
Education: Efficiently generate educational materials.
Healthcare: Create accurate content for patients and professionals.
Finance: Produce timely financial content for decision-making.
Challenges and Ethical Considerations:
Transparency: Disclose AI use to maintain trust.
Bias: Address potential AI biases with diverse datasets.
SEO: Ensure AI content meets SEO standards.
Quality: Maintain high standards to prevent misinformation.
Conclusion:
AI-generated content offers significant benefits in efficiency, personalization, and scalability. However, ethical considerations and quality assurance are crucial for responsible use. Explore the future of content creation with us and see how AI is transforming various industries.
Connect with Us:
Follow Cut-The-SaaS on LinkedIn, Instagram, YouTube, Twitter, and Medium. Visit cut-the-saas.com for more insights and resources.
2. www. facebook.com/v65ASMPHMarkma
How do you introduce
products to new markets?
1. Incremental Innovation
2. Customer-Driven Engineering
3. Stage-Gate Systems
4. Open Innovation Movement
5. Use of Virtual Reality to test Product
Concepts
6. Rapid Prototyping
7. Crowdsourcing
8. Lateral Marketing
9. Relative Advantage
10. Assignment and Organizing Responsibility
3. www. facebook.com/v65ASMPHMarkma
1. Incremental Innovation
• Entering new markets by tweaking
products for new customers, using
variations on a core product to stay
one step ahead of the mar- ket, and
creating interim solutions for
industry-wide problems.
4. www. facebook.com/v65ASMPHMarkma
Concept 1
Incremental Innovation
Kotler: Scott Paper vs. Fort Howard
Paper Co
Local: Cellphones (MyPhone)
RP medical application:
• B.Braun IV Safety Catheters
– Improved IV Cannulas and included safety features to help
eliminate injury
6. www. facebook.com/v65ASMPHMarkma
Concept 2
Customer Driven Engineering
Kotler: Johnson & Johnson
Local: Mang Inasal (Unlimited Rice),
(Unlimited Texting Promo)
RP medical application:
• Patient Controlled Analgesia
– Analgesics have been developed to be provided to
patients as needed via a device that can be
pressed by the patient himself to deliver the
medicine. It has safety features to ensure that no
overdosage or adverse event occur.
7. www. facebook.com/v65ASMPHMarkma
3. Stage-Gate Systems
• Divide the innovation process into
stages, with a gate or checkpoint at
the end of each.The team must bring
a set of known deliverables to each
gate before the project can pass to
the next stage.
8. www. facebook.com/v65ASMPHMarkma
Concept 3
Stage-Gate System
Kotler: Ansell Healthcare
Local: Lotion, Local Soap, Car
Manufacturing (Honda, Toyota)
RP medical application:
• Unilab Ritemed
– UniLab undergoes several research papers and studies in
order to ensure the quality and safety of the drug that they
are producing. It is first tested on lesser fauna such as
animals and then slowly tested on volunteers to be able to
study the various side effects until it is deemed 100% ready
to be released
http://www.philstar.com/health-and-family/2012/08/28/842697/ritemed-right-start-finish
9. www. facebook.com/v65ASMPHMarkma
4. Open Innovation Movement
• Going outside their bounds to tap
external sources of new ideas,
including customers, employees,
scientists, engineers, channel
members, marketing agencies, top
management, and even competitors
for marketing insight
10. www. facebook.com/v65ASMPHMarkma
Concept 4
Open Innovation Movement
Kotler: Proctor and Gamble
Local: SM
RP medical application:
• The Medical City
– Includes the staff in decision making and even
asks the students and patients through surveys
and personal inquiries regarding improvements in
their services and products
11. www. facebook.com/v65ASMPHMarkma
5. Use of Virtual Reality to test
Product Concepts
• Virtual reality programs use
computers and sensory devices
(such as gloves or goggles) to
simulate reality. Supercomputers
also allow for elaborate product
testing to assess changes in
performance and supplement
consumer input.
12. www. facebook.com/v65ASMPHMarkma
Concept 5
Use of Virtual Reality to Test
Product Concepts
Kotler: Kenworth Trucks
Local: Car Manufacturers, Seatbelt
manufacturer, 3M
RP medical application:
• CASSTI
• Employs the use of computers to simulate surgical
methods such as laparoscopic surgery to either introduce
the concept to new trainees or create new ways of doing
the surgery
http://www.themedicalcity.com/newsroom/press_release_view/the-medical-city-launches-cassti
15. www. facebook.com/v65ASMPHMarkma
Concept 6
Use of Virtual Reality to Test
Product Concepts
Kotler: Kendal Jackson
Local: Grand Monaco Homes, Jao
Builders, Chemical Manufacturers
RP medical application:
• Norde International Distributors
– Made 3-D printers that are able to replicate 3D
objects from a model or file which is then used
to rapidly prototype dental structures or prosthetic
limbs and other prostheses
norde.com.ph/news.php?news_id=40&start=0&category_id=8&parent_id=8&arcyear=2014&arcmonth=8
17. www. facebook.com/v65ASMPHMarkma
Concept 7
Crowdsourcing
Kotler: Cisco
Local: KFC Mix & Match
RP medical application:
• Healthcare Social Media Summit
– Healthcare professionals, students and advocates
gather and crowdsource concepts on healthcare
social media to discuss advanced health
marketing
healthxph.net/master-class/post-summit-questions.html
19. www. facebook.com/v65ASMPHMarkma
Concept 8
Lateral Marketing
Kotler: Gas Station Stores,
Cybercafes, Cereal Bars
Local: Fabric Detergent, KFC Double
Down
RP medical application:
• Alaxan(Ibuprofen + Paracetamol)
– Combining two drugs in order to decrease side
effects with the same or better potency
20. www. facebook.com/v65ASMPHMarkma
9. Relative Advantage
• The degree to which the innovation
appears superior to existing
products
– In line with incremental innovation, products
usually have a relative advantage over others that
are in the same line. It is important to recognize
mainly due to analyze the risk that one must take
in order to adopt or innovate a new product in that
line – will it topple the current product quo?
21. www. facebook.com/v65ASMPHMarkma
Concept 9
Relative Advantage
Kotler: Allen Bradley Corporation
Local: Colgate, Induction Cooker, Ariel
RP medical application:
• Blood Glucose Meter
– Instead of going to the medical facility and have your blood extracted,
companies have developed glucometers that can easily measure a person’s
concentration of glucose in the blood right at home
– This convenience made people who have diabetes and even those who
don’t adopt the product and buy it at an alarming rate
23. www. facebook.com/v65ASMPHMarkma
Concept 10
Creation of Cross-Functional
Teams
Kotler: DVR
Local: Novartis, Unilever
RP medical application:
• Unilab
– Unilab takes advantage of cross-functional teams
to hasten and ensure quality and affordable
medicine and equipment. Cross-functional teams
are quickly convened as soon as a project has
been approved in order to be efficient and
effective.
http://www.academia.edu/6832311/Unilab_Case_Study
24. www. facebook.com/v65ASMPHMarkma
In a nutshell
• Marketing is not as simple as A-B-C, but
requires the inclusion of all factors that
comprise a market such as employees and
customers. Kotler discusses how the current
concepts in marketing gives importance to
effectivity and efficiency, without sacrificing
quality of the product. This gives way to
introducing new products to the market in a
quick and successful manner. The mastery of
the concepts included in the chapter gives an
individual the tools that he needs in order to be
more proficient in product development and
release.