Group A - Chapters 1 - 3

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Group ABautista, Castro, Go-Soco,

Martinez, I., Recto, Solaiman


Defining Marketing

Chapter 1…


Concept 1

Marketing Management

Kotler: Ebay – creating an online auction clearing house

Local: ClickTheCity – posting movie shcedule and the most convenient place to watch


Concept 1

Marketing Management

RP medical application: The Medical City creating satellite

out-patient clinics in malls


Concept 2

Market (p.8)

Kotler: Diet-seeking market, shoe market, youth market, Chinese market

Local: Paying patients, Charity patientsRP medical application:

GeriatricsPediatricsPregnant women


Concept 3

Experiences are marketed (p.6)

Kotler: Walt Disney World’s Magic Kingdom

Local: Magnum Manila, Sip and Gogh


Concept 3

Experiences are marketed (p.6)

RP medical application: Patient First in TMC


Concept 4:

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 5:

Marketing Channels

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

Medical repsDoctors


Concept 6:

Relationship Marketing

Kotler: Royal Bank of Canada putting its customers at the center of how it runs its company

Local: Parlors, Nail SalonsRP medical applications:

Patient First in The Medical City


Concept 7:

Integrated marketing

Kotler: Mini CooperLocal: Dove Shampoo release (2012)


Concept 7:

Integrated marketing

RP medical applications: New medicinesCohen Diet Program


Developing Marketing Strategies and Plans

Chapter 2…


Concept 1:Customer Value

Value Delivery Process

Choose Provide Communicate

Superior value is key for a well-defined target market.

VALUE CHAINEvery firm is a synthesis of

activities performed to design, produce, market, deliver, and support its

product.


Concept 1: CUSTOMER VALUECore Competency

1. A source of competitive advantage2. Applicable in a wide market variety3. Difficult for to imitate


• Successful marketing thus requires capabilities such as understanding, creating, delivering, capturing, and sustaining customer value.


• Key areas:– Investment portfolio– Assessing the strength– Establishing a strategy

CONCEPT 2:Strategic Planning


CONCEPT 2:Strategic Planning


Concept 3: Define the corporate mission.

focus on a limited number of goalsstress the company’s major policies and valuesDefine the major competitive spheres within which

the company will operateTake a long-term viewShort, memorable, and meaningful


Concept 4:Establishing SBU’s

• Market definition: Target vs Strategic


Concept 5:Marketing Plan

– Written document summarizing what the marketer has learned about the marketplace & indicates how the firm plans to reach its objectives

– Customer- and competitor-oriented, better reasoned, more realisticExecutive summary and TOCSituation analysisMarketing strategyFinancial projectionsImplementation controls


Concept 5: Marketing Plan


Concept 6: Role of Research & Relationships

• Research– Up-to-date info about the env’t, competition, selected market

segments– Measures progress toward obectives and identify areas for

improvement– Helps marketers learn more about the customer

• Relationships– Influences how employees work with each other– Affects suppliers, distributors, partners– Influences company dealing’s with other stakeholders


Concept 7:Holistic Marketing

“integrating the value exploration, value creation, and value delivery activities with the

purpose of building long-term, mutually satisfying relationships and coprosperity

among key stakeholders”


Collecting Information and Forecasting Demand

Chapter 3…


• 1 – Internal Records– Order-to-payment cycle– Social information system

• 2 – Analyzing the Macroenvironment– Economic environment– Political-legal environment

• 3 – Forecasting and Demand Measurement– Market demand– Company deman

OUTLINE of CONCEPTS


• Order-to-payment cycle– Kotler : Fossil group– Local : Online selling– RP Medical application: Purchase of new

laparoscopic probes for minimal invasive surgery

Concept 1Internal Records


• Sales information system– Kotler: Panasonic– Local: Carmen’s Best Ice Cream– RP Medical application: Consultants having clinics

in different hospitals

Concept 1Internal Records


• Needs and Trends• Identifying Major Forces• Demographic Environment• Economic Environment• Socio-cultural Environment• Natural Environment• Technological Environment• Political-Legal Environment

Analyzing the Macroenvironment


• Economic Environment– Kotler: Starwood hotels– Local: Tingi-tingi culture, Unli-everything promos

– RP medical application: Boom of Multispecialty Clinics, tertiary/high-end/hotel-like Hospitals such as Asian, TMC, St. Luke’s

Concept 2Economic Environment


• Political-Legal Environment– Kotler: European Commission laws on competitive

behavior

– Local: Constant and unresolved corruption in the government, Questionable policies - Cyber-bullying Law

– RP medical application: Local politicians who use PhilHealth membership to get votes without follow-up; SinTax Bill directing tax funds to improve health outcomes

Concept 3Political-legal Environment


Forecasting and Demand Measurement

• Market Demand• Company Demand


Concept 4Market Demand

• Kotler:– Fruit juices

• Local:– H&M Opening in Manila

• RP Medical application:– Newly formulated oral chemotherapeutic drug for Lung

Cancer


Concept 5Company Demand

• Local:– DMCI, SMDC

• RP Medical application:– A pharmaceutical company’s sales after launch of

innovative drug


Collecting Information and Forecasting Demand

Chapter 3…

Group A - Chapters 1 - 3

Marketing

Transcript of Group A - Chapters 1 - 3