3. Kotler’s social definition:
Marketing is a societal process by which individuals
and groups obtain what they need and want through
creating, offering, and exchanging products and
services of value freely with others.

4. The Marketing
Mix
Product Life
Cycle
Segmentation,
Targeting,
Positioning
Sponsorship
Marketing
Direct Marketing
Brand Equity
Marketing
CRM
CSR Marketing
?

5. Some say……….
“ Too much resources and time are spent on marketing efforts such
as branding & adverts rather than the actual product. “
“….advertising is…….an investment in cold hard equity. The more
you spend, the more your company is worth.” - Naomi Klein, No
Logo
The negative impacts of this can be categorised into:
•
Impact on Consumers
•
Impact of Society
•
Impact on other
businesses

6. Brands vs generics: Is it worth the extra dollars, to
spend on a branded product when the same (generic)
product offers matching qualities?
The price paid for brands sometimes do not justify the
quality and value of the brand.

7. Pain reliever: To be
certified a "generic" by the
Food and Drug
Administration, a pain
reliever has to have the
same "active ingredient" as
its brand name equivalent.
i.e: the "active ingredient" in Advil
is ibuprofen. The generic also
has to have an efficacy rate
similar to that of a name brand,
usually within a 20 percent
range.

8. Fashion: When it
comes to "trend-of-themoment" items you'll
only wear one season,
there is NO point is
spending hundreds of
dollars.
i.e: French designer label
Balmain has fabulous
autumn/fall dresses, which
can cost you up to thousands
of pounds! While similar style
from ‘fashion-for-the people-

9. Gasoline: Studies have
shown, in essence, that
"gas is gas" -- that the gas
at the two types of stations
is essentially the same.
i.e: The price difference between
the gasoline at the name-brand
stations, such as Exxon/Mobil,
and "off-brand" stations can be
about 20 cents a gallon. That
amounts to USD$14 a month for
the average driver, and that adds
up to more than USD170 per

10. Consumers fall as victims of pervasive and ubiquitous
marketing. Creating persuasive & manipulative
marketing tactics that appeal to all consumers senses
such as:
• Meticulously select images and scenes that will
associate their products and programs to desired,
pleasurable, and optimum outcomes.
• Carefully selected words that provoke your
emotions and behavior toward buying their product or
staying tuned to their program.
• They diligently select songs to play along side the

11. TV Program
The Bold and the Beautiful: Most watched
soap opera in the world, originated from
America which first premiered in 1987
•Preview clips of television
programs do not accurately
depict what actually happens.
•Cut, paste, and match up
different dialog and scenes to
create a preview clip that is
highly provocative and enticing.
•It is not a truthful portrayal of
what really happened.

12. Car
•Toyota & Lexus, Chevrolet &
Cadilliac, Honda & Acura,
Volkswagen & BMW..
•None of these cars gets you to
places much differently
•Automobile advertisements
have brainwashed consumers
into believing that luxury
vehicles will give us more
prestige, confidence, and

13. •Popular stereotypes: all women are thin, scantily clad sex fiends, all men are
rich, muscular, drive exotic cars, and drink only the finest Canadian beer, and
that one is not socially acceptable if a specific popular stereotype does not
apply directly to them
•Readers of magazines, such as Seventeen, Cosmopolitan, Maxim, Esquire,
etc. often develop self-esteem problems, because they want to look like the
unrealistically portrayed models.
•Models in women’s
magazines are usually
underweight and are
often the cause of
teenage girls becoming
•Magazines contribute
anorexic or bulimic.
to the perception of
self-esteem by
portraying the perfect
models and preying on
impressionable youth.

14. Sex sells! : How marketing influence sex attitude and
creates artificiality
Video 1: Carl’s Jr. Ultimate Salad Lunch Date with Kim
Kardashian
http://www.youtube.com/watch?v=fNCMxWOKl34
The ubiquity and pervasiveness of sexualized marketing
messages can lead to loosening of traditional moral values, and
misconceptions of sexual behavior.

15. Marketing has often been criticized for a hedonistic life
style and producing a consumer culture where products
and services are the core of social identity at the expense
of other “traditional” values.
In other words, matter is the only substance.

16. Example: The culture in cities like Singapore, Hong Kong
and Japan is extremely brand-conscious. Consumers are
more concerned with the status symbol (the brands they
carry) rather than fashion statements (the things they
actually like).

17. Example:
Having nothing at all but
designer bags and Chi
Wawa is enough!

18. Example: Long queues just to purchase a mobile phone!
Strong marketing by Apple to influence consumer into
buying Apple products.

19. We have chosen to “live better today” at the expense of our
tomorrows, and our children’s tomorrows, by depleting our
reserves, borrowing imprudently, deferring critical investments, and
relying excessively on foreign resources.
Too many people spend
money they haven't
earned, to buy things
they don't want, to
impress people they
don't like. - Will Rogers
(1879-1935)

20. Example : Buffet promotion. Wastage
of food when customers are over
ambitious of the amount of food they
can consume.

21. Example: Average US woman owns 17
pairs of shoes. But despite owning so
many pairs, only 3 shoe styles are worn
regularly,
leaving
the
other
14
languishing at the back of the wardrobe.

22. Children view a
consumers. This
Pester power is
realized that the
strings.
lot of advertisement, this make kids better
receptiveness translates into – Pester Power.
the new buzzword in marketing. Marketers
child is the key to loosen his parents’ purse-

23. Example: Fast Food and sugary
cereals being advertised as good
and healthy food for kids.

24. Example: Cigarette and tobacco companies continue to advertise
heavily at retail outlets. The industry has to reach young people
with the hopes to addict a new generation of smokers.

25. a. Marketing practices that create barriers to prevent, or
discourage, other firms from entering the industry
Brought about by three industry trends:
• the first is price wars, in which the biggest mega chains
systematically undersell all their competitors;
• the second is the practice of blitzing out the competition by
setting up chain-store "clusters."
• the third trend is the arrival of the palatial flagship
superstore, which appears on prime real estate and acts as a
three-dimensional ad for the brand.

26. Example:
The formula that has made Wal-Mart the largest retailer in
the world:
First, build stores two and three times the size of your
closest competitors
Next, pile your shelves with products purchased in such
great volume that the suppliers are forced to give you a
substantially lower price than would they would
otherwise
Then cut your in-store prices so low that no small retailer can

27. b. Unfair competitive marketing practices
Kodak
•controlled 96% of the film & camera market in the US at one
time
•following the development of its’ Kodacolor film, Kodak’s
became not only the only manufacturer and seller of
Kodacolor, it was also the only company that knew how to
process the film as well – and parlayed that into its’ business
strategy
•as part of the purchase cost of Kodacolor, Kodak included a
fee that would allow the customer to send in the film for
processing and delivery
•

28. Is marketing in its present form still relevant to
today’s society given all the criticisms levelled
against it?
Kevin Choo - Shanmuga - Afiah Hafiz - Gurmeet Singh - Vivien Lim

29. • Is the world better off today than it was a hundred
years ago?
• Do the majority of people today live with a higher
standard of living?
• Do they enjoy more comforts?
• Do people suffer less sickness and disease?
• Do people live longer?
• Can you imagine not having running water,
electricity, a car, cell phones, internet access, or
toilet paper?

30. 1. Increased employment and personal income
2. Freedom of choice in consumption
3. Delivery of a standard of living
4. Creates aspirations
5. Tax payments for public purposes
6. Fundraising for events and causes
7. Development and Diffusion of Technology and Innovation
8. Integral to economic growth & prosperity
9. Increased awareness of important socio-political, medical
and environmental issues

31. Kevin Choo - Shanmuga - Afiah Hafiz - Gurmeet Singh - Vivien Lim

32. • Consumer advocacy groups (Consumers
International, ICRT, CAP, etc)
• Ethical Marketing (Fair Trade movement, AMA
Code of Ethics, etc)
• Consumer Protection Legislation
• Environmentalism (Greenpeace, Earth Charter
Initiative, etc)
• Independent movements (Adbusters, WhiteDot,
Campaign for Commercial-Free Childhood, Culture
Jamming, etc)

33. Examples of society reacting to unethical marketing
practices
McLibel
McDonald’s sued members of London Greenpeace for distributing a pamphlet
that allegedly described the unethical activities that McDonalds engages in to
market its products.
The protracted lawsuit was eventually resolved in a judgement in favour of
McDonald’s, but it created widespread awareness of the practices of large
corporations that were detrimental to society, culminating in a film in 2005
and giving more momentum to various social activism movements.
Reebok EasyTone Shoes
Reebok commercials promised “better legs and a better butt with every step,”
when wearing its EasyTone shoes. Workouts in the shoes were also
advertised to be up to 28 per cent more effective.
In 2011, the US Federal Trade Comission recently settled a $25 million class
Kevin Choo Shanmuga - whose - Gurmeet Singh - Vivien Lim
action suit against- Reebok, Afiah HafizEasyTone and RunTone shoes were
proven to be no better than the average running shoe.

34. Democratization effect of the internet
on marketing
•Small businesses can reach larger audiences at minimal costs
•Products are being embedded with more value to consumers
•Consumers are more empowered with easy access to product
information
Kevin Choo - Shanmuga - Afiah Hafiz - Gurmeet Singh - Vivien Lim

35. Future of marketing
The future is Human-Centric Marketing
(Marketing 3.0)
Marketing 1.0
Marketing 1.0
Product-Centric
Product-Centric
Marketing
2.0
CustomerCentric
Marketing 3.0
Human-Centric
Make the world
a better place
Industrial
Revolution
Satisfy &
retain
customer
Information
technology
Transaction
Based
Customer
Centric
Participation /
Collaboration &
Co-creation
One-to-many
transaction
One-to-one
relationship
Objective
Sell Product
Enablin
g Force
Key
Attribut
e
Interaction
with
customer
New technology
Globalisation
Creative Society
Many-to-many
collaboration
Philip Kotler, Hermawan Kartajaya, and Antonio Setiawan, Marketing 3.0, (Wiley, May 2010).
Kevin Choo - Shanmuga - Afiah Hafiz - Gurmeet Singh - Vivien Lim

36. Future of marketing
The main drivers of Marketing 3.0
Paradoxes:
• Consumers
Technology are
• Emergence of non
able to
enableeconomic
capitalism
independently
co-creation en
superpowers
communicate
• Economic integration
mass with each
doesn’t create equal
other.
economies
• Globalisaiton creates a
diverse culture
Philip Kotler, Hermawan Kartajaya, and Antonio Setiawan, Marketing 3.0, (Wiley, May 2010).
Kevin Choo - Shanmuga - Afiah Hafiz - Gurmeet Singh - Vivien Lim

37. Future of marketing
Values-Driven Marketing is the best model for
Marketing 3.0
Philip Kotler, Hermawan Kartajaya, and Antonio Setiawan, Marketing 3.0, (Wiley, May 2010).
Kevin Choo - Shanmuga - Afiah Hafiz - Gurmeet Singh - Vivien Lim

38. Future of marketing
Value based matrix of Timberland
Philip Kotler, Hermawan Kartajaya, and Antonio Setiawan, Marketing 3.0, (Wiley, May 2010).
Kevin Choo - Shanmuga - Afiah Hafiz - Gurmeet Singh - Vivien Lim

39. Although modern marketing has it flaws, it is
nonetheless even more relevant in today’s world
where access to information is considered a
birthright, and the flow of information has never
been more fluid.
Marketing, now more than ever, is
relevant and important in today’s
society.