Chapter 1: Defining Marketing Bautista, Nicole

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DEFINING MARKETING for the 21st CENTURY

Bautista, Nicole B.MarkMan V65

Chapter 1…


Concept 1

Marketing Goods

Kotler: TV, cars, machinesLocal: local food, cleaning materialsRP medical application:

MedicinesInjury supportHealthy food


Concept 2

Services are marketed (p.5)

Kotler: Doctors, Engineers, ProgrammersLocal: Packed food delivery (i.e. Diet Diva)RP medical application: Free Tuli sa

Barangay,


Concept 3

Experiences are marketed (p.6)

Kotler: Walt Disney Wor;d’s Magic Kingdom

Local: Magnum Manila, Sip and GoghRP medical application:

Patient First in TMC


Concept 4

Information is marketed (p.6)

Kotler: Seimens Medical MRI/ XrayLocal: Inquirer advertisement before the

moviesRP medical application:

Effects of Smoking campaign/ posters


Concept 5:

Target, Positioning, Segmentation

Kotler: Volvo developing for buyers whose priority is safety

Local: Forever 21 in major mallsRP medical applications:

Flu vaccines sold in schools for young children


Concept 6:

Marketing Channels

Kotler: newspapers, mail, telephoneLocal: Facebook, Television, celebritiesRP medical applications:

Medical repsDoctors


Concept 7:

Industry convergence

Kotler: Samsung and AppleLocal: Bench and Fashion designersRP medical applications:

Medical Integrated Managament Systems


Concept 8:

Disintermediation

Kotler: Amazon, Yahoo, eBayLocal: Bayad centersRP medical applications:

Online laboratory results


Concept 9:

Marketers can tap into social media

Kotler: DellLocal: Local online businesses on

InstagramRP medical applications:

DOH TV advertisementsFB Posts on health


Concept 10:

Integrated marketing

Kotler: Mini CooperLocal: Dove Shampoo release (2012)RP medical applications:

New medicines

Chapter 1: Defining Marketing Bautista, Nicole

Marketing

Transcript of Chapter 1: Defining Marketing Bautista, Nicole