This document outlines 10 key marketing concepts from Chapter 1 of Kotler's book on marketing. It defines marketing and provides examples of how physical goods, events, experiences, persons, organizations, and information can be marketed. It discusses targeting markets based on needs, wants, demands, positioning, and segmentation. It also covers marketing offerings, brands, and competition. The document aims to illustrate these marketing concepts and their applications in both local and medical contexts.
9. Concept 1: Physical goods are marketedâthe bulk of most countriesâ production and marketing effortâ Kotlerâs example: food products, cars, tv sets Local application: food products, cars, tv sets RP medical application: medicines, supplements, medical instruments
10. Concept 2: Events are marketedâpromoted aggressively to both companies and fansâ Kotlerâs example: Olympics and World Cup Local application: UAAP, NCAA, Iron Man RP medical application: Angels Walk for Autism, Special Olympics, Alzheimerâs Memory Walk
11. Concept 3: Experiences are marketed âorchestrating several goods and servicesâ Kotlerâs example: Disney Worldâs Magic Kingdom, Hard Rock Cafeâ, Mount Everest Local application: Enchanted Kingdom, MILO summer camp RP medical application: Philippine medical tourism like Metropolitan Medical Center and Evercrest Golf Club and Resort in Nasugbu, Batangas
12. Concept 4: Persons are marketed âcelebrity marketing is a major businessâ Kotlerâs example: Madonna, Oprah Winfrey, Rolling Stones Local application: PioloPascual, Sharon Cuneta, Sarah Geronimo RP medical application: Dr. Manny Calayan, Dr. Joel Mendes, Dr. Nonoy Zuniga, Dr. Juan Flavier
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14. Concept 5: Organizations are marketed âbuild image/corporate identityâ Kotlerâs example: Philipsâ âletâs make things betterâ Local application: SMâs âweâve got it all for youâ RP medical application: Asian Hospitalâs âmedical excellence, compassionate care, innovative healthcare, hotel-like ambianceâ and The Medical Cityâs âwhere patients are partnersâ
15. Concept 6: Information can be marketed as a product âone of societyâs major industriesâ Kotlerâs example: schools, books, magazines Local application: schools, books, magazines RP medical application: information from the internet, medical schools and training centers, medical research, lectures and conventions
16. Concept 7: Target marketsâ needs, wants and demands ânot only how many want their product but also how many are willing and able to buy itâ Kotlerâs example: Mercedes Benz, Nokia, Ericsson, Dell Local application: Greenwich, Jag, Phinma Properties RP medical application: health center consultations, generic drugs, MDRP drugs, medical missions
17. Concept 8: Target market, positioning, and segmentation âa marketer rarely satisfies everyone in a marketâ Kotlerâs example: Volvo Local application: SM Hypermarket, Shopwise RP medical application: one stop-shop medical centers
18. Concept 9: Offerings and brandsâbrand strength â a strong, favorable and unique brand imageâ Kotlerâs example: McDonaldâs Local application: Jollibee, Chow King, San Miguel RP medical application: St. Lukeâs Medical Center, Mercury Drug
19. Concept 10: Competition âall the actual and potential rival offerings and substitutes that a buyer might consider Kotlerâs example: U.S. Steel Local application: ABS-CBN and GMA RP medical application: Competition among hospitals, medical practitioners, pharmaceuticals, etc.