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Defining Marketing For the 21st Century
Timothy Joseph G. AbadMay 12, 2010
Outline
What do we need to know about 21st Century Marketing?
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What do we need to know about Marketing? Scope of Marketing Core Marketing Concepts What has Changed about Marketing? How Companies look at the Market Today Marketing Management Tasks
Concept 1:
Marketing is…
3
Organizational function and a set of processes
and…
Concept 1:
Marketing is… Marketing Management is…
AND
Concept 1:
Marketing is…
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Kotler: Sony’s PS3, iPod Nano, Toyota Prius
Local: Smart E-Load. Unlimited Texting.
RP Medical Application: Medical Tourism
Concept 2
Everything is Marketed!
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Concept 2
Everything is Marketed!
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Kotler: Rubber Chicken Cards, Royal Philips
Local: JG Summit Capital Markets Corporation
RP Medical Application: Belo, Calayan
Concept 3
I want. I need. I demand.
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Needs =
Wants = +
Demands = + +
Concept 3
I want. I need.
Five Types of Needs
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Stated
Real
Unstated
Delight
Secret
Concept 3
I want. I need.
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Kotler: Nokia and Ericsson
Local: PLDT DSL, Smart Bro, Globe Tattoo
RP Medical Application: Cosmetics Surgery (Belo)
Concept 4
Interlinking societal factors have created new behaviours, opportunities and challenges
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Concept 4
Interlinking societal factors have created new behaviours, opportunities and challenges
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Kotler: MAC Cosmetics Inc., Dot-com companies
Local: PLDT
RP Medical Application: Lifestyle Diseases
Concept 5
The Consumer has changed!
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Concept 5
The Consumer has changed!
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Kotler: KFC, Converse, WM. Wrigely Jr.
Local: Cellphones
RP Medical Application: More knowledgeable patients due to the internet
Concept 6
The Company has changed!
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Internet Target Marketing MobileCustomize
Improved , , ,
Concept 6
The Company has changed!
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Kotler: M&Ms, BMW, Tesco
Local: PLDT, Online fast food ordering, Gmask
RP Medical Application: Personalized General Check-up Packages in Hospitals
Concept 7
Towards a Holistic Marketing Orientation
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Production
Marketing
Product
Selling
Concept 7
Towards a Holistic Marketing Orientation
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Concept 7
Towards a Holistic Marketing Orientation
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Kotler: Nike
Local: Ayala Group of Companies
RP Medical Application: DOH Programs
Concept 8
Integrated markets create, communicate and deliver value for consumers
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Concept 8
Integrated markets create, communicate and deliver value for consumers
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Solution: How can I solve it?
Information: Where can I learn from it?
Value: What is my total sacrifice to get this solution?
Access: Where can I find it?
Concept 8
Integrated markets create, communicate and deliver value for consumers
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Kotler: Carnival Connections
Local: Smart and Globe
RP Medical Application: Hospitals
Concept 9
Holistic Marketing Incorporates Internal and Performance Marketing
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Internal marketing is the task of…
Hiring Motivating Training
Concept 9
Holistic Marketing Incorporates Internal and Performance Marketing
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Performance Marketing Financial Accountability
Social Responsibility Marketing
Concept 9
Holistic Marketing Incorporates Internal and Performance Marketing
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Kotler: McDonald’s
Local: Ayala Social Initiatives
RP Medical Application: Charity Wards
Concept 10
There are specific marketing tasks that need to be done
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Develop market strategies and plans Capture marketing insights Connect with customers Build strong brands Shape market offerings Deliver value Communicate value Create long-term growth
Concept 10
There are specific marketing tasks that need to be done
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Kotler: Zeus, inc.
Local: Hapee Toothpaste
RP Medical Application: Patient as Partners by TMC
Summary21st Century Marketing
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Concepts still remain the same Societal Factors have changed the players in
the market Consumers have changed Companies have changed
Companies have moved towards a holistic marketing concept
Marketing management have certain tasks that are needed to be done for a company to be successful
Defining Marketing For the 21st Century
Timothy Joseph G. AbadMay 12, 2010
