1

DEFINING MARKETING for the 21st CENTURY

Jeffray Marc D. Ang

Ateneo School of Medicine and Public Health

May 12, 2010

Chapter 1

Keeping Up with Changing Times

Outline: Understanding 21st century marketing…1. Through core marketing concepts

(what?)2. By new marketing realities (how?)3. Using Holistic Marketing Concept

(why?)4. Integrating Marketing Mix (why?)5. Putting it all together (summary)

Concept 1:Target Markets, Positioning and Segmentation

Concept 1:Target Markets, Positioning and SegmentationKotler: Wal-Mart

Local: SM, Robinson’s

RP Medical Application:- The Medical City structure- St. Luke’s Hospital structure

Concept 2:Companies address needs by putting value proposition.

Concept 2:Companies address needs by putting value proposition.Kotler: McDonald’s

Local: Jolibee

RP Medical Application: - Medical Services by Healthway- Belo Medical Group- Calayan Medical Group

Concept 3:Offering is successful if it delivers value & satisfaction.

Values

Concept 3:Offering is successful if it delivers value & satisfaction.Kotler: Wal-Mart

Local: Rustans, Ayala Malls

RP Medical Application:- Service structure of Asian Hospital- Hospital service offered by St.

Lukes (Fort)

Concept 4:Marketers uses three kinds of marketing channels.

Concept 4:Marketers uses three kinds of marketing channels.Kotler: Wal-Mart

Local: SM Malls

RP Medical Application: - Ad campaign and promotions by

TMC- St. Lukes Ad (Fort)

Concept 5:Retail transformation as major societal force.

Concept 5:Retail transformation as major societal force.Kotler: Mac Cosmetics Inc.

Local: Avon Cosmetics, Maybelline

RP Medical Application: - Incorporation of non-hospital

services- Commercializing hospital space- Opening of business ventures in

hospitals

Concept 6:Disintermediation as major societal force.

Concept 6:Disintermediation as major societal force.Kotler: AOL, Amazon.com, Yahoo!

Local: Yehey!, Sulit.com

RP Medical Application: - Outsourcing of medical services- Services offered via web or

technology- Online service or access in

hospitals

Concept 7:Amplified voice to influence peer & public opinion as consumer capability.

Concept 7:Amplified voice to influence peer & public opinion as consumer capability.Kotler: MySpace, Flickr, Digg

Local: Facebook, Multiply

RP Medical Application: - E-medicine- WebMD

Concept 8:Companies reach consumers on the move with mobile marketing.

Concept 8:Companies reach consumers on the move with mobile marketing.Kotler: Dunkin’ Donuts, Baskin

Robbins

Local: LBC, DHL

RP Medical Application: - Tracking of medical drugs in transit- Follow-up delivery in procurement- Ambulance tracking

Concept 9:Holistic Marketing Concept

Internal

Integrated

Holistic

Concept 9:Holistic Marketing ConceptKotler: Nike

Local: Adidas, Havaianas, Marikina Shoes

RP Medical Application: - The New Medical City- St. Lukes (Fort)

Concept 10:Four P Component of Marketing Mix

Product

Price

Promotion

Place

Concept 10:Four P Component of Marketing MixKotler: Carnival Connections

Local: Online stores (Multiply)

RP Medical Application:- Services offered by urban hospitals- Health program promotions by DOH- Health Awareness Programs in

Medical Schools

Conclusion: 21st century marketing

Understanding marketing today requires

Marketing conceptsNew marketing realities

and use of models.

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DEFINING MARKETING for the 21st CENTURY

Jeffray Marc D. Ang

Ateneo School of Medicine and Public Health

May 12, 2010

Chapter 1

Keeping Up with Changing Times