chapter 1: defining marketing bautista, nicole
TRANSCRIPT
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DEFINING MARKETING for the 21st CENTURY
Bautista, Nicole B.MarkMan V65
Chapter 1…
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Concept 1
Marketing Goods
Kotler: TV, cars, machinesLocal: local food, cleaning materialsRP medical application:
MedicinesInjury supportHealthy food
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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,
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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
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Concept 4
Information is marketed (p.6)
Kotler: Seimens Medical MRI/ XrayLocal: Inquirer advertisement before the
moviesRP medical application:
Effects of Smoking campaign/ posters
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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
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Concept 6:
Marketing Channels
Kotler: newspapers, mail, telephoneLocal: Facebook, Television, celebritiesRP medical applications:
Medical repsDoctors
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Concept 7:
Industry convergence
Kotler: Samsung and AppleLocal: Bench and Fashion designersRP medical applications:
Medical Integrated Managament Systems
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Concept 8:
Disintermediation
Kotler: Amazon, Yahoo, eBayLocal: Bayad centersRP medical applications:
Online laboratory results
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Concept 9:
Marketers can tap into social media
Kotler: DellLocal: Local online businesses on
InstagramRP medical applications:
DOH TV advertisementsFB Posts on health
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Concept 10:
Integrated marketing
Kotler: Mini CooperLocal: Dove Shampoo release (2012)RP medical applications:
New medicines