Transcript
CHAPTER 1: UNDERSTANDING MARKETING MANAGEMENTTop 10 Concepts
Vincent Abadilla
MD 07 0050
OUTLINE
Introduction Core marketing concepts New consumer capabilities Company orientation towards marketplace
INTRODUCTION
Marketing- identifying and meeting human and social needs
Marketing Management – art and science of choosing target markets and getting, keeping, growing customers through creating, delivering and communicating superior customer value
CONCEPT 1: NEEDS, WANTS AND DEMANDS
Kotler : Nokia, Ericsson cellphones
Local: Golden spoon
Medical: Tegaderm wound dressing
CONCEPT 2:TARGET MARKETS, POSITIONING AND SEGMENTATION
Kotler: Wal mart
Local: Shangrila Mall
Medical: QMMC
CONCEPT 3: OFFERINGS AND BRANDS
Kotler: Mcdonald’s
Local: Sarao
Medical: 3M medical products
CONCEPT 4: COMPETITION
Kotler: Nippon steel vs. foreign steel firms
Local: San Miguel Beer vs. Beer na Beer
Medical: TMC vs. St. Lukes
OTHER CORE MARKETING CONCEPTS
Value and Satisfaction Marketing channels Supply chain Marketing environment
CONCEPT 5: NEW MARKETING REALITIES
Kolter: MAC cosmetics
Local: Tipidpc.com
Medical: Medical Tourism
CONCEPT 6: NEW CONSUMER CAPABILITIES
Kotler: KFC, Converse, Wrigleys
Local: E-bay/paypal Philippines
Medical: Internet (i.e. E-medicine)
CONCEPT 7: PRODUCTION CONCEPT
Kotler: Lenovo, Haier
Local: Japan Home, Saizen
Medical: Generic Drugs
CONCEPT 8: SELLING CONCEPT
Kotler: Coca Cola
Local: Ukay-ukay
Medical: Lasik
CONCEPT 9: MARKETING CONCEPT
“customer centered, sense and respond philosophy”
Kotler: Dell computer
Local: kink cakes
Medical: plastic surgery
CONCEPT 10: HOLISTIC MARKETING CONCEPT
“everything matters in marketing”, broad integrated perspective
Kotler: Nike
Local: Ayala Land Corp.
Medical: The Medical City
CHAPTER 1: UNDERSTANDING MARKETING MANAGEMENTTop 10 Concepts
Vincent Abadilla
MD 07 0050
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