Sample Top Ten Ch1 Mktg In The 21st Century

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Ateneo Graduate School of Business

Top Ten Concepts on Marketing in the 21st Century for use in the AGSB MBA class of Prof. Remigio De Ungria

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DEFINING MARKETING for the 21 st CENTURY Prof. Bong De Ungria Ateneo Graduate School of Business www.josephdeungria.com Top 10 Concepts

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Professor’s Note: Why Top 10 only?

Outline: 21 st century marketing is… ,[object Object],[object Object],[object Object],[object Object],[object Object]

Outline: 21 st century Marketing… ,[object Object],[object Object],[object Object],[object Object],[object Object]

Concept 1: Marketing is important for business success ,[object Object],[object Object]

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Concept 2: Meet Needs Profitably!

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Concept 3: Everything is Marketed!

[object Object],[object Object],[object Object],[object Object],[object Object],Concept 4: Involves every employee

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Concept 5: Marketing is Changing: 8 Societal Forces

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Concept 5: Marketing is Changing: 6 Consumer Capabilities KING Consumer INCREASED

[object Object],[object Object],Concept 6: Understand and meet NEEDS ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Maslow’s Hierarchy

[object Object],[object Object],Concept 7: Marketing Manages DEMANDS WANTS DEMANDS NEEDS

www.josephdeungria.com Concept 8: ST P: Segment (groups with similar needs, wants, demands)…

www.josephdeungria.com Concept 8: ST P: … Target (Choose!)

www.josephdeungria.com Concept 8: ST P: … … Position (with Benefits) Product Promo Price Place

www.josephdeungria.com Concept 8: ST P: Unique Position in Consumer Minds that meets needs BRANDS BENEFITS Product Promo Price Place

[object Object],[object Object],[object Object],[object Object],[object Object],www.josephdeungria.com Concept 9: Everything matters!

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],www.josephdeungria.com Concept 10: 7 Tasks for Marketing

Starts- ends differently for each concept Ultimate: include society as customer !

Summary: 21 st century marketing is… ,[object Object],[object Object],[object Object],[object Object],[object Object]

My Conclusion: 21 st century marketing ,[object Object],[object Object],[object Object],[object Object]

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