This document discusses marketing in the 21st century and how it is both the same and different compared to the past. It is the same in that it still balances the three strategic C's (customer, company, competition) and identifies opportunities when customer needs are not being met. However, it is different in that the C's have intensified due to globalization, customers are more demanding, marketing must involve the whole company and manage demands, and accomplish seven tasks in a holistic way. The document uses images drawn on tissue paper to illustrate these concepts.

1. Marketing
in the 21st Century
(Same & Different)
Tissue Paper Version 09.12
Vcoach Bong De Ungria
Ateneo Graduate School of Business
contaminationmarketing.com
www.

2. What’s a Tissue Paper version?
4 Principles of Concept Mastery:
1. The mind remembers only images.
2. Help retention by transforming marketing
concepts to images.
3. Images must be drawable at the back of a
tissue paper with just a pen.
4. If you can draw it anytime, then you have
mastered the concept.
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3. Sample of a Tissue Paper
Concept Report
The following slides
Were hand-drawn
Using an Apple App: Notability
(alternative: hand-draw, then scan)
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4. Marketing
in the 21st Century
(Same & Different)
Tissue Paper Version 09.12
Vcoach Bong De Ungria
Ateneo Graduate School of Business
contaminationmarketing.com
www.

5. Outline:
21st Century Marketing…
Is the Same in:
1. 3 Strategic C’s
2. Identifying and Addressing Opportunities
Is Different due to
1. Increases in Strategic Cs
2. Focus on Managing Demands
3. Need to involve everybody in wholistic approach
4. 7 Marketing Tasks
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6. 21st Marketing is the Same as before:
(mirror image of 21)
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7. 21st Century Marketing still balances
3 Strategic C’s & 3 KRAs
Customer, Company & Competition
Needs,Wants, Demands, Profit & Share
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8. When there is a GAP between what customer
needs,wants & demands & Competition offers
,there is a marketing opportunity
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9. 4 Steps when there are opportunities,
1 SIZE, 2 SEGMENT
(Image of 1 pie, cut into slices)
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10. 3 Select PTM (Primary Target Market)
(Image: Arrow hitting target)
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11. 4 Position Brand with Marketing Mix
(Image: Arrow feathers with “And”)
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12. There are also significant changes
in 21st Century Marketing
(Image of Change/ Coins)
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13. Competition has intensified thru
globalization, regionalization, technology
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14. Customers have become more demanding
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15. 3rd C, Company has to keep up with
Increases in 2 other Cs
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16. Everybody in the Company
Must be Customer-Oriented
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17. Company Needs to Manage Customer
Demand: Focus on 5 not All
(Image: 5, Peso sign and Magnifying Glass)
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18. Marketing must be Wholistic &
Accomplish 7 Marketing Tasks:
(Image: 7th Hole in a Stick)
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19. 1st Task: Develop Plans
(Image of Airplane, Reaching Far Goals)
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20. 2nd Task: Shape Market Offering
(Image of Ship with Ring as Sail)
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21. 3rd Task: Communicate & Deliver Value
(Image: Cellphone & Fedex Delivery Truck)
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22. 4Th: Connect with Customers
(Image: Cone from Company to Customer)
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23. 5Th: Capture Market Insights
(Image: Cap on Customer
with arrow pointing inside to Maslow’s
pyramid)
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24. 6Th Task is to Build Strong Brands
(Image: Big “And” Symbol)
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25. 7Th Task: Capture Long Term Growth
(Image: Dollar sign with upward trend)
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26. Summary:
21st Century Marketing…
Is the Same in:
1. 3 Strategic C’s
2. Identifying and Addressing Opportunities
Is Different due to
1. Increases in Strategic Cs
2. Focus on Managing Demands
3. Need to involve everybody in wholistic approach
4. 7 Marketing Tasks
contaminationmarketing.com
www.

27. Marketing
in the 21st Century
(Same & Different)
Tissue Paper Version 09.12
Vcoach Bong De Ungria
Ateneo Graduate School of Business
contaminationmarketing.com
www.