21st Century Skills: Defining Best Practice in Today’s Classrooms Part II
Chapter 1 Defining Marketing for the 21st Century
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Transcript of Chapter 1 Defining Marketing for the 21st Century
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DEFINING MARKETING for the 21st CENTURY
Jeffray Marc D. Ang
Ateneo School of Medicine and Public Health
May 12, 2010
Chapter 1
Keeping Up with Changing Times
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Outline: Understanding 21st century marketing…1. Through core marketing concepts
(what?)2. By new marketing realities (how?)3. Using Holistic Marketing Concept
(why?)4. Integrating Marketing Mix (why?)5. Putting it all together (summary)
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Concept 1:Target Markets, Positioning and Segmentation
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Concept 1:Target Markets, Positioning and SegmentationKotler: Wal-Mart
Local: SM, Robinson’s
RP Medical Application:- The Medical City structure- St. Luke’s Hospital structure
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Concept 2:Companies address needs by putting value proposition.
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Concept 2:Companies address needs by putting value proposition.Kotler: McDonald’s
Local: Jolibee
RP Medical Application: - Medical Services by Healthway- Belo Medical Group- Calayan Medical Group
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Concept 3:Offering is successful if it delivers value & satisfaction.
Values
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Concept 3:Offering is successful if it delivers value & satisfaction.Kotler: Wal-Mart
Local: Rustans, Ayala Malls
RP Medical Application:- Service structure of Asian Hospital- Hospital service offered by St.
Lukes (Fort)
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Concept 4:Marketers uses three kinds of marketing channels.
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Concept 4:Marketers uses three kinds of marketing channels.Kotler: Wal-Mart
Local: SM Malls
RP Medical Application: - Ad campaign and promotions by
TMC- St. Lukes Ad (Fort)
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Concept 5:Retail transformation as major societal force.
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Concept 5:Retail transformation as major societal force.Kotler: Mac Cosmetics Inc.
Local: Avon Cosmetics, Maybelline
RP Medical Application: - Incorporation of non-hospital
services- Commercializing hospital space- Opening of business ventures in
hospitals
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Concept 6:Disintermediation as major societal force.
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Concept 6:Disintermediation as major societal force.Kotler: AOL, Amazon.com, Yahoo!
Local: Yehey!, Sulit.com
RP Medical Application: - Outsourcing of medical services- Services offered via web or
technology- Online service or access in
hospitals
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Concept 7:Amplified voice to influence peer & public opinion as consumer capability.
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Concept 7:Amplified voice to influence peer & public opinion as consumer capability.Kotler: MySpace, Flickr, Digg
Local: Facebook, Multiply
RP Medical Application: - E-medicine- WebMD
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Concept 8:Companies reach consumers on the move with mobile marketing.
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Concept 8:Companies reach consumers on the move with mobile marketing.Kotler: Dunkin’ Donuts, Baskin
Robbins
Local: LBC, DHL
RP Medical Application: - Tracking of medical drugs in transit- Follow-up delivery in procurement- Ambulance tracking
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Concept 9:Holistic Marketing Concept
Internal
Integrated
Holistic
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Concept 9:Holistic Marketing ConceptKotler: Nike
Local: Adidas, Havaianas, Marikina Shoes
RP Medical Application: - The New Medical City- St. Lukes (Fort)
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Concept 10:Four P Component of Marketing Mix
Product
Price
Promotion
Place
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Concept 10:Four P Component of Marketing MixKotler: Carnival Connections
Local: Online stores (Multiply)
RP Medical Application:- Services offered by urban hospitals- Health program promotions by DOH- Health Awareness Programs in
Medical Schools
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Conclusion: 21st century marketing
Understanding marketing today requires
Marketing conceptsNew marketing realities
and use of models.
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DEFINING MARKETING for the 21st CENTURY
Jeffray Marc D. Ang
Ateneo School of Medicine and Public Health
May 12, 2010
Chapter 1
Keeping Up with Changing Times