This document outlines the top 10 concepts in marketing management discussed in Chapter 1. It introduces marketing as identifying and meeting human and social needs through marketing management. The concepts discussed include needs, wants and demands; target markets, positioning and segmentation; offerings and brands; competition; new marketing realities; new consumer capabilities; production, selling, and marketing concepts; and a holistic marketing concept. Examples are provided for each concept from international, local, and medical contexts.

1. Chapter 1: Understanding marketing management Top 10 Concepts Vincent Abadilla MD 07 0050

2. outline Introduction Core marketing concepts New consumer capabilities Company orientation towards marketplace

3. Introduction Marketing- identifying and meeting human and social needs Marketing Management – art and science of choosing target markets and getting, keeping, growing customersthrough creating, delivering and communicating superior customer value

4. Concept 1: needs, wants and demands Kotler : Nokia, Ericsson cellphones Local: Golden spoon Medical: Tegaderm wound dressing

5. Concept 2:Target markets, positioning and segmentation Kotler: Wal mart Local: Shangrila Mall Medical: QMMC

6. Concept 3: Offerings and brands Kotler: Mcdonald’s Local: Sarao Medical: 3M medical products

7. Concept 4: Competition Kotler: Nippon steel vs. foreign steel firms Local: San Miguel Beer vs. Beer na Beer Medical: TMC vs. St. Lukes

8. Other core marketing concepts Value and Satisfaction Marketing channels Supply chain Marketing environment

9. Concept 5: New marketing realities Kolter: MAC cosmetics Local: Tipidpc.com Medical: Medical Tourism

10. Concept 6: new consumer capabilities Kotler: KFC, Converse, Wrigleys Local: E-bay/paypal Philippines Medical: Internet (i.e. E-medicine)

11. Concept 7: production concept Kotler: Lenovo, Haier Local: Japan Home, Saizen Medical: Generic Drugs

12. Concept 8: selling concept Kotler: Coca Cola Local: Ukay-ukay Medical: Lasik

13. Concept 9: marketing concept “customer centered, sense and respond philosophy” Kotler: Dell computer Local: kink cakes Medical: plastic surgery

14. Concept 10: holistic marketing concept “everything matters in marketing”, broad integrated perspective Kotler: Nike Local: Ayala Land Corp. Medical: The Medical City

15. Chapter 1: Understanding marketing management Top 10 Concepts Vincent Abadilla MD 07 0050