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