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Sample Top Ten Ch1 Mktg In The 21st Century

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Ateneo Graduate School of Business
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],[object Object],Concept 5: Marketing is Changing: 8 Societal Forces ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[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],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Concept 5: Marketing is Changing: 7 Company Capabilities
[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]
Outline: 21 st century Marketing… ,[object Object],[object Object],[object Object],[object Object],[object Object]
My Conclusion: 21 st century marketing ,[object Object],[object Object],[object Object],[object Object]
DEFINING MARKETING for the 21 st CENTURY Prof. Bong De Ungria Ateneo Graduate School of Business www.josephdeungria.com Top 10 Concepts

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