This document outlines 10 key marketing concepts from Chapter 1 of Kotler's book on marketing. It defines marketing and provides examples of how physical goods, events, experiences, persons, organizations, and information can be marketed. It discusses targeting markets based on needs, wants, demands, positioning, and segmentation. It also covers marketing offerings, brands, and competition. The document aims to illustrate these marketing concepts and their applications in both local and medical contexts.

1. Defining Marketing in the 21st Century DENNIS A. CARAAN, MD ‘Rock-ER Physician’ April 2010

4. 10 marketing concepts from Chapter 1

5. Kotler’s examples

6. Local examples

7. RP medical applications

9. Concept 1: Physical goods are marketed“the bulk of most countries’ production and marketing effort” Kotler’s example: food products, cars, tv sets Local application: food products, cars, tv sets RP medical application: medicines, supplements, medical instruments

10. Concept 2: Events are marketed“promoted aggressively to both companies and fans” Kotler’s example: Olympics and World Cup Local application: UAAP, NCAA, Iron Man RP medical application: Angels Walk for Autism, Special Olympics, Alzheimer’s Memory Walk

11. Concept 3: Experiences are marketed “orchestrating several goods and services” Kotler’s example: Disney World’s Magic Kingdom, Hard Rock Cafe’, Mount Everest Local application: Enchanted Kingdom, MILO summer camp RP medical application: Philippine medical tourism like Metropolitan Medical Center and Evercrest Golf Club and Resort in Nasugbu, Batangas

12. Concept 4: Persons are marketed “celebrity marketing is a major business” Kotler’s example: Madonna, Oprah Winfrey, Rolling Stones Local application: PioloPascual, Sharon Cuneta, Sarah Geronimo RP medical application: Dr. Manny Calayan, Dr. Joel Mendes, Dr. Nonoy Zuniga, Dr. Juan Flavier

14. Concept 5: Organizations are marketed “build image/corporate identity” Kotler’s example: Philips’ “let’s make things better” Local application: SM’s “we’ve got it all for you” RP medical application: Asian Hospital’s “medical excellence, compassionate care, innovative healthcare, hotel-like ambiance” and The Medical City’s “where patients are partners”

15. Concept 6: Information can be marketed as a product “one of society’s major industries” Kotler’s example: schools, books, magazines Local application: schools, books, magazines RP medical application: information from the internet, medical schools and training centers, medical research, lectures and conventions

16. Concept 7: Target markets’ needs, wants and demands “not only how many want their product but also how many are willing and able to buy it” Kotler’s example: Mercedes Benz, Nokia, Ericsson, Dell Local application: Greenwich, Jag, Phinma Properties RP medical application: health center consultations, generic drugs, MDRP drugs, medical missions

17. Concept 8: Target market, positioning, and segmentation “a marketer rarely satisfies everyone in a market” Kotler’s example: Volvo Local application: SM Hypermarket, Shopwise RP medical application: one stop-shop medical centers

18. Concept 9: Offerings and brands“brand strength – a strong, favorable and unique brand image” Kotler’s example: McDonald’s Local application: Jollibee, Chow King, San Miguel RP medical application: St. Luke’s Medical Center, Mercury Drug

19. Concept 10: Competition “all the actual and potential rival offerings and substitutes that a buyer might consider Kotler’s example: U.S. Steel Local application: ABS-CBN and GMA RP medical application: Competition among hospitals, medical practitioners, pharmaceuticals, etc.

20. dats marketing!!!

21. Defining Marketing in the 21st Century DENNIS A. CARAAN, MD ‘Rock-ER Physician’ April 2010