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Group A
Bautista, 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 patients
Geriatrics
Pediatrics
Pregnant 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)
Patient First in TMC

Concept 4:
Target, Positioning,
Segmentation
Kotler: Volvo developing for buyers
whose priority is safety
Local: Forever 21 in major malls
RP medical applications:
Flu vaccines sold in schools for
young children

Concept 5:
Marketing Channels
Kotler: newspapers, mail, telephone
Local: Facebook, Television,
celebrities
Medical reps
Doctors

Concept 6:
Relationship Marketing
Kotler: Royal Bank of Canada putting
its customers at the center of how it
runs its company
Local: Parlors, Nail Salons
Patient First in The Medical City

Concept 7:
Integrated marketing
Kotler: Mini Cooper
Local: Dove Shampoo release (2012)

Concept 7:
Integrated marketing
New medicines
Cohen 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 CHAIN
Every firm is a synthesis of
activities performed to design,
produce, market, deliver, and
support its product.

Concept 1: CUSTOMER VALUE
Core Competency
1. A source of competitive advantage
2. Applicable in a wide market variety
3. 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 goals
 stress the company’s major policies and values
 Define the major competitive spheres within which
the company will operate
 Take a long-term view
 Short, 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 realistic
Executive summary and TOC
Situation analysis
Marketing strategy
Financial projections
Implementation 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 1
Internal Records

• Sales information system
– Kotler: Panasonic
– Local: Carmen’s Best Ice Cream
– RP Medical application: Consultants having clinics
in different hospitals
Concept 1
Internal 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 2
Economic 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 3
Political-legal Environment

Forecasting and Demand Measurement
• Market Demand
• Company Demand

Concept 4
Market Demand
• Kotler:
– Fruit juices
• Local:
– H&M Opening in Manila
• RP Medical application:
– Newly formulated oral chemotherapeutic drug for Lung
Cancer

Concept 5
Company Demand
• Local:
– DMCI, SMDC
• RP Medical application:
– A pharmaceutical company’s sales after launch of
innovative drug

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Group A - Chapters 1 - 3

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Editor's Notes