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Marketing In 21st Century: A Visual Model

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A Visual Model of Top Ten Concepts in Defining Marketing in the 21st Century created for the Ateneo Graduate School of Business Marketing Class of Prof. Remigio Joseph De Ungria. Visual Models enhance learning and amplify concept recall.

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Marketing In 21st Century: A Visual Model

  1. 1. DEFINING MARKETING for the 21 st CENTURY Prof. Remigio Joseph De Ungria Ateneo Graduate School of Business www.josephdeungria.com Top 10 Concepts VISUAL Edition
  2. 2. <ul><li>This VISUAL model of the top ten concepts in “Defining Marketing in the 21 st Century” was created to show how the animation of 10 concepts can be done to enhance learning and amplify concept recall. </li></ul><ul><li>- Prof. Bong De Ungria, 2009 </li></ul>Professor’s Note www.josephdeungria.com
  3. 3. Outline: 21 st century marketing is… <ul><li>Important to business success (why?) </li></ul><ul><li>Meeting needs profitably (what?) </li></ul><ul><li>Used for 10 entities (for what?) </li></ul><ul><li>Involves everybody (who?) </li></ul><ul><li>Changing </li></ul>
  4. 4. Outline: 21 st century Marketing… <ul><li>Understands and meets needs </li></ul><ul><li>Manages Demand </li></ul><ul><li>SToP with Brands </li></ul><ul><li>Is Holistic </li></ul><ul><li>Involves 7 Tasks </li></ul>
  5. 5. Outline: 21 st century Marketing… <ul><li>Involves 7 Tasks </li></ul><ul><ul><li>Develop PLANS </li></ul></ul><ul><ul><li>Capture MARKET INSIGHTS </li></ul></ul><ul><ul><li>Connect with Customers </li></ul></ul><ul><ul><li>Build Strong Brands </li></ul></ul><ul><ul><li>Shape Offerings </li></ul></ul><ul><ul><li>Deliver & Communicate Value </li></ul></ul><ul><ul><li>Create Long Term Growth </li></ul></ul>
  6. 6. Marketing… Companies satisfying customers better than competition www.josephdeungria.com CUSTOMERS COMPANY COMPETITION
  7. 7. 20th Century Marketing…. www.josephdeungria.com ACE + 9 = 20
  8. 8. 21st Century Marketing…. www.josephdeungria.com ACE + 10 = 21 st CENTURY
  9. 9. 21 st Century Marketing…. Important to Business Success www.josephdeungria.com Business Success
  10. 10. 21 st Century Marketing…. Meeting Needs Profitably NEEDS, WANTS, DEMANDS PROFITABLY Business Success
  11. 11. 21 st Century Marketing…. Used for 10 entities & involves everybody NEEDS, WANTS, DEMANDS 10 ENTITIES INVOLVES EVERYBODY PROFITABLY Business Success
  12. 12. 21 st Century Marketing…. Is Changing NEEDS, WANTS, DEMANDS 10 ENTITIES INVOLVES EVERYBODY CHANGING PROFITABLY Business Success
  13. 13. 21 st Century Marketing…. Demanding Customers, Greater Competition, Stronger Companies NEEDS, WANTS, DEMANDS 10 ENTITIES INVOLVES EVERYBODY CHANGING PROFITABLY Business Success
  14. 14. 21 st Century Marketing…. Demanding Customers Demand a lot that can bankrupt companies NEEDS, WANTS, DEMANDS 10 ENTITIES INVOLVES EVERYBODY CHANGING PROFITABLY Business Success
  15. 15. 21 st Century Marketing…. Manages Demand NEEDS, WANTS, DEMANDS 10 ENTITIES INVOLVES EVERYBODY CHANGING PROFITABLY Business Success
  16. 16. 21 st Century Marketing…. Manages Demand- Focus on 5 of 10 that really matter to customer NEEDS, WANTS, DEMANDS 10 ENTITIES INVOLVES EVERYBODY CHANGING MANAGES DEMANDS PROFITABLY Business Success
  17. 17. 21 st Century Marketing…. ST.P= Segments… NEEDS, WANTS, DEMANDS 10 ENTITIES INVOLVES EVERYBODY CHANGING MANAGES DEMANDS PROFITABLY Business Success
  18. 18. 21 st Century Marketing…. ST.P= Segments…Targets… NEEDS, WANTS, DEMANDS 10 ENTITIES INVOLVES EVERYBODY CHANGING MANAGES DEMANDS PROFITABLY Business Success
  19. 19. 21 st Century Marketing…. ST.P= Segments…Targets… Positions NEEDS, WANTS, DEMANDS 10 ENTITIES INVOLVES EVERYBODY CHANGING MANAGES DEMANDS PROFITABLY Business Success Product Promo Price Place
  20. 20. 21 st Century Marketing…. Positions with Brands NEEDS, WANTS, DEMANDS 10 ENTITIES INVOLVES EVERYBODY CHANGING MANAGES DEMANDS Positions with Br ANDS PROFITABLY Business Success Product Promo Price Place
  21. 21. 21 st Century Marketing…. Holistic NEEDS, WANTS, DEMANDS 10 ENTITIES INVOLVES EVERYBODY CHANGING MANAGES DEMANDS POSTIONS with Br ANDS HOLE- Stick PROFITABLY Business Success Product Promo Price Place
  22. 22. 21 st Century Marketing…. Involves 7 Tasks NEEDS, WANTS, DEMANDS 10 ENTITIES INVOLVES EVERYBODY CHANGING MANAGES DEMANDS POSTIONS with Br ANDS HOLE- Stick 7 TASKS PROFITABLY Business Success Product Promo Price Place
  23. 23. 21 st Century Marketing…. Involves 7 Tasks NEEDS, WANTS, DEMANDS 10 ENTITIES INVOLVES EVERYBODY CHANGING MANAGES DEMANDS POSTIONS with Br ANDS HOLE- Stick 7 TASKS PROFITABLY Business Success Product Promo Price Place
  24. 24. 21 st Century Marketing…. 7 Tasks Develop Plans NEEDS, WANTS, DEMANDS 10 ENTITIES INVOLVES EVERYBODY CHANGING MANAGES DEMANDS POSTIONS with Br ANDS HOLE- Stick 7 TASKS PLANeS PROFITABLY Business Success Product Promo Price Place
  25. 25. 21 st Century Marketing…. 7 Tasks Captures Insights NEEDS, WANTS, DEMANDS 10 ENTITIES INVOLVES EVERYBODY CHANGING MANAGES DEMANDS POSTIONS with Br ANDS HOLE- Stick 7 TASKS DEVELOPS PLANeS CAPTURES Insights PROFITABLY Business Success Product Promo Price Place
  26. 26. 21 st Century Marketing…. 7 Tasks Connects with Customers NEEDS, WANTS, DEMANDS 10 ENTITIES INVOLVES EVERYBODY CHANGING MANAGES DEMANDS POSTIONS with Br ANDS HOLE- Stick 7 TASKS DEVELOPS PLANeS CAPTURES Insights CONNECTS WITH CUSTOMERS PROFITABLY Business Success Product Promo Price Place
  27. 27. 21 st Century Marketing…. 7 Tasks Builds Strong Brands NEEDS, WANTS, DEMANDS 10 ENTITIES INVOLVES EVERYBODY CHANGING MANAGES DEMANDS POSTIONS with Br ANDS HOLE- Stick 7 TASKS DEVELOPS PLANeS CAPTURES Insights CONNECTS WITH CUSTOMERS BUILDS BRANDS PROFITABLY Business Success Product Promo Price Place
  28. 28. 21 st Century Marketing…. 7 Tasks Shapes Market Offerings NEEDS, WANTS, DEMANDS 10 ENTITIES INVOLVES EVERYBODY CHANGING MANAGES DEMANDS POSTIONS with Br ANDS HOLE- Stick 7 TASKS DEVELOPS PLANeS CAPTURES Insights CONNECTS WITH CUSTOMERS BUILDS BRANDS SHiPs OFFERING PROFITABLY Business Success Product Promo Price Place
  29. 29. 21 st Century Marketing…. 7 Tasks Communicates & Delivers Value NEEDS, WANTS, DEMANDS 10 ENTITIES INVOLVES EVERYBODY CHANGING MANAGES DEMANDS POSTIONS with Br ANDS HOLE- Stick 7 TASKS DEVELOPS PLANeS CAPTURES Insights CONNECTS WITH CUSTOMERS BUILDS BRANDS SHiPs OFFERING COMMUNICATES AND DELIVERS VALUE PROFITABLY Business Success Product Promo Price Place
  30. 30. 21 st Century Marketing…. 7 Tasks Creates Long Term Growth NEEDS, WANTS, DEMANDS 10 ENTITIES INVOLVES EVERYBODY CHANGING MANAGES DEMANDS POSTIONS with Br ANDS HOLE- Stick 7 TASKS DEVELOPS PLANeS CAPTURES Insights CONNECTS WITH CUSTOMERS BUILDS BRANDS SHiPs OFFERING COMMUNICATES AND DELIVERS VALUE LONG TERM GROWTH PROFITABLY Business Success Product Promo Price Place
  31. 31. Summary: 21 st century marketing is… <ul><li>Important to business success (why?) </li></ul><ul><li>Meeting needs profitably (what?) </li></ul><ul><li>Used for 10 entities (for what?) </li></ul><ul><li>Involves everybody (who?) </li></ul><ul><li>Changing </li></ul>
  32. 32. Summary: 21 st century Marketing… <ul><li>Understands and meets needs </li></ul><ul><li>Manages Demand </li></ul><ul><li>SToP with Brands </li></ul><ul><li>Is Holistic </li></ul><ul><li>Involves 7 Tasks </li></ul>
  33. 33. Outline: 21 st century Marketing… <ul><li>Involves 7 Tasks </li></ul><ul><ul><li>Develop PLANS </li></ul></ul><ul><ul><li>Capture MARKET INSIGHTS </li></ul></ul><ul><ul><li>Connect with Customers </li></ul></ul><ul><ul><li>Build Strong Brands </li></ul></ul><ul><ul><li>Shape Offerings </li></ul></ul><ul><ul><li>Deliver & Communicate Value </li></ul></ul><ul><ul><li>Create Long Term Growth </li></ul></ul>
  34. 34. DEFINING MARKETING for the 21 st CENTURY Prof. Bong De Ungria Ateneo Graduate School of Business www.josephdeungria.com Top 10 Concepts VISUAL Edition

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