ForgetMeNot: How Marketing Helps the Mind Remember

www.josephdeungria.com
REMEMBER
This!
#ForgetMeNot
Mastering Marketing Concepts
through Models, Images, Stories and
Diagrams
Prof. Remigio Joseph A. De Ungria Jr., MBA, CDM
Ateneo Graduate School of Business

Why Remember? How to
#ForgetMeNot
1. Can only use a concept if you
remember it
2. Tools/ systems to help us remember
– Models
– Images
– Stories
– Diagrams

1. Why Models?
Models, paradigms, systems
– Directions - Traffic
Provides order, reference points
– for quick VALID decisions
– common USEFUL understanding
– BUT, know limitations

2. Only images work!
Marketing (& everything) is a battle
for share of mind
Mind remembers only pictures.
– Car
– Bedroom
– My Life’s highlights

System 3 :
Concept Images in a Story

4 references (data sources) for
effective management decisions:
1. Internal Records
2. Market Research
3. Market Intelligence
4. Management decision support system
Concept 1:

Imagine a taxi cab driver, deciding
what is the best way to go to his
destination…

He can choose from 3
routes…

To choose, first he looks at
his dashboard….gas, oil,
battery, speed to see if he has
enough to get there…

Company records on sales, collection,
cost, customers, historical & current.
Dashboard= Internal Records

Data previously done to find out which
routes can get you to your destination
Map= Market Research

Live, up-to-date information on what is
happening in the market.
Car radio= Market Intelligence

Decides based on internal records,
map & radio which route to take
Taxi Driver’s Mind =
Management Decision Support
System (MDSS)

Method 4:
Concept Diagram
Using diagrams to
Help remember relationships

“Expertise without integrity is empty.
Integrity without expertise is
ineffectual.
Expertise and Integrity without
service is irrelevant.”
-AGSB mission statement
Concept :

Expertise without integrity
is empty
Expertise
Empty

Integrity without expertise
is ineffectual
Integrity
Ineffectual

Irrelevant
Expertise & integrity without
service is irrelevant
Expertise Integrity

AGSB Mission: E + I + S
Expertise, Integrity, Service
Expertise
Empty
Integrity
Ineffectual
Service
Irrelevant
AGSB
Mission

Example 3:
Link concept
with Existing Model
Here the concept is linked to
I Love Marketing Model

IF GAP
EXISTS…
COMPANY
MARKET
SHARE
PROFITS
MKT SIZE , SEGMENT
TARGET
market
POSITION USING 4Ps:
Price, Promo, Place,
Product
4 GENERIC WINNING
STRATEGIES LIKE:
OPPORTUNITIES
and THREATSSTRENGTHS and
WEAKNESSES
5 COMPANY
CONSIDERATIONS
when evaluating
opportunities
Vision
Entry
Barriers
Niche
TRANSFORM
Features to
Benefits
CUSTOMER
NEEDS,
WANTS,
DEMANDS
WATCH OUT FOR
INDUSTRY FORCES:
REPEAT SALES
COMPETITION
I LOVE MARKETING MODEL

1. Develop Strategic Plans
21st Century Marketing Difference 5:
Marketing Must Fulfill 7 Tasks

2. Capture Market Insights

3. Connect with Customers

4. Build Strong Brands

5. Shape Market Offerings

6. Communicate & Deliver Value

6. Communicate & Deliver Value
7. Capture Long Term Growth

21st Century Marketing…. 7 Tasks
1 Develop Plans
NEEDS,
WANTS,
DEMANDS
PROFITABLY
Business
Success
CHANGING
MANAGES DEMANDS
Product
Prom
o
Price
Place
POSTIONS with Br ANDS
HOLE- Stick
7 TASKS
PLANeS

2 Captures Insights
NEEDS,
WANTS,
DEMANDS
PROFITABLY
Business
Success
CHANGING
MANAGES DEMANDS
Product
Prom
o
Price
Place
HOLE- Stick
7 TASKS
DEVELOPS PLANeS
CAPTURES Insights

3 Connects with Customers
NEEDS,
WANTS,
DEMANDS
PROFITABLY
Business
Success
CHANGING
MANAGES DEMANDS
Product
Prom
o
Price
Place
HOLE- Stick
7 TASKS
DEVELOPS PLANeS
CAPTURES Insights
CONNECTS WITH
CUSTOMERS

4 Builds Strong Brands
NEEDS,
WANTS,
DEMANDS
PROFITABLY
Business
Success
CHANGING
MANAGES DEMANDS
Product
Prom
o
Price
Place
HOLE- Stick
7 TASKS
DEVELOPS PLANeS
CAPTURES Insights
CONNECTS WITH
CUSTOMERS
BUILDS BRANDS

5 Shapes Market Offerings
NEEDS,
WANTS,
DEMANDS
PROFITABLY
Business
Success
CHANGING
MANAGES DEMANDS
Product
Prom
o
Price
Place
HOLE- Stick
7 TASKS
DEVELOPS PLANeS
CAPTURES Insights
CONNECTS WITH
CUSTOMERS
BUILDS BRANDS
SHiPs OFFERING

6 Communicates & Delivers Value
NEEDS,
WANTS,
DEMANDS
PROFITABLY
Business
Success
CHANGING
MANAGES DEMANDS
Product
Prom
o
Price
Place
HOLE- Stick
7 TASKS
DEVELOPS PLANeS
CAPTURES Insights
CONNECTS WITH
CUSTOMERS
BUILDS BRANDS
SHiPs OFFERING
COMMUNICATES AND
DELIVERS VALUE

7 Creates Long Term Growth
NEEDS,
WANTS,
DEMANDS
PROFITABLY
Business
Success
CHANGING
MANAGES DEMANDS
Product
Prom
o
Price
Place
HOLE- Stick
7 TASKS
DEVELOPS PLANeS
CAPTURES Insights
CONNECTS WITH
CUSTOMERS
BUILDS BRANDS
SHiPs OFFERING
COMMUNICATES AND
DELIVERS VALUE
LONG
TERM
GROWTH

You need to only choose 1 concept
and 1 approach (story, image, diagram
or link to I Love Marketing Model).
Identify the concept at the start.
Post this at the correct site to earn
the grade credit.
Reminder to Hyper2 Student!

REMEMBER
This!
Mastering Marketing Concepts
through Stories, Images and Diagrams
Prof. Remigio Joseph A. De Ungria Jr., MBA, CDM
Ateneo Graduate School of Business
v2013

ForgetMeNot: How Marketing Helps the Mind Remember

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ForgetMeNot: How Marketing Helps the Mind Remember