This document summarizes a marketing management class session. It discusses the submission of 10 learning questions from Philip Kotler's marketing textbook. The class also covered an 18 P's of Marketing model and an "I love Marketing" model presented by the instructor. Students were reminded that the midterm exam will be on September 30th and will be multiple choice, with no notes or books allowed. Tips for studying included reviewing student-submitted chapters, class notes, and memorizing the two models.

1. V55 AGSB Hypermarketing
Management Class
Session 9 – Submission of 10 Learning Questions
Discussion: 18 P’s of Marketing & I love Marketing Model
Reminder for Midterms
Divya Hassaram Ramchandani
September 17, 2011
www.diram28.blogspot.com

2. Session 9 Summary Outline
 Top 10 Learning Questions of Marketing
Management by Philip Kotler (13th Edition)
 Lecture by Vcoach Prof. Bong De Ungria
18 P’s of Marketing
I love Marketing Model
Reminders: Midterms
www.diram28.blogspot.com

3. Session 9 Summary Outline
 Top 10 Learning Questions of Marketing
Management by Philip Kotler (13th Edition)
 Lecture by Vcoach Prof. Bong De Ungria
18 P’s of Marketing
I love Marketing Model
Reminders: Midterms
www.diram28.blogspot.com

4. Top 10 Learning Questions for Kotler’s Chapters
Question
Concept
Answer
www.diram28.blogspot.com

5. Top 10 Learning Questions for Kotler’s Chapters
Question
Concept
Answer
www.diram28.blogspot.com

6. Top 10 Learning Questions for Kotler’s Chapters
Question
Concept
Answer
www.diram28.blogspot.com

7. Top 10 Learning Questions for Kotler’s Chapters
Question
Concept
Answer
www.diram28.blogspot.com

8. Session 9 Summary Outline
 Top 10 Learning Questions of Marketing
Management by Philip Kotler (13th Edition)
 Lecture by Vcoach Prof. Bong De Ungria
18 P’s of Marketing
I love Marketing Model
Reminders: Midterms
www.diram28.blogspot.com

9. Key Learning from the 18 P Paradigm
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10. Key Learning from the 18 P Paradigm
The model is applicable to any product in any market
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11. Key Learning from the 18 P Paradigm
The model is applicable to any product in any market
Primary vs. Penetrated Target Market:
Primary Target is the specific set of people you are
targeting while Penetrated Target Market are those you did
not target but bought the item.
www.diram28.blogspot.com

12. Key Learning from the 18 P Paradigm
The model is applicable to any product in any market
Primary vs. Penetrated Target Market:
Primary Target is the specific set of people you are
targeting while Penetrated Target Market are those you did
not target but bought the item.
Positioning:
The pillars under positioning will collapse if one of its pillars
namely Product, Price, Place and Promotion are not so
strong.
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13. Key Learning from the 18 P Paradigm
The packaging of a product can provide a competitive
advantage/edge
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14. Key Learning from the 18 P Paradigm
The packaging of a product can provide a competitive
advantage/edge
If a product allows for a greater customer participation,
customers will be loyal to this product.
(Example: Showtime is a hit because the “Madlang People” get to
decide whether the judges should stay or not)
www.diram28.blogspot.com

15. Key Learning from the 18 P Paradigm
The packaging of a product can provide a competitive
advantage/edge
If a product allows for a greater customer participation,
customers will be loyal to this product.
(Example: Showtime is a hit because the “Madlang People” get to
decide whether the judges should stay or not)
Every company attains to have persistent profits, and the
first step to attain such is by having a purpose and doing
your work passionately.
www.diram28.blogspot.com

16. Session 9 Summary Outline
 Top 10 Learning Questions of Marketing
Management by Philip Kotler (13th Edition)
 Lecture by Vcoach Prof. Bong De Ungria
18 P’s of Marketing
I love Marketing Model
Reminders: Midterms
www.diram28.blogspot.com

17. Key Learnings from the I love Marketing Model
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18. Key Learnings from the I love Marketing Model
Employees will always demand for an increase in their
wage rate, however, you cannot always give them what
they want – or else, the company will go out of business.
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19. Key Learnings from the I love Marketing Model
Employees will always demand for an increase in their
wage rate, however, you cannot always give them what
they want – or else, the company will go out of business.
When you buy something, it is not what you need (a
necessity) or want (this is what you prefer), instead,
it is what you demand because a demand is what you
want backed by your capacity to pay.
www.diram28.blogspot.com

20. Key Learnings from the I love Marketing Model
When determining profitability of a company, it is not about
how many customers a company has today – but actually
how many of those customers come back and
purchase again (repeat sales).
www.diram28.blogspot.com

21. Key Learnings from the I love Marketing Model
When determining profitability of a company, it is not about
how many customers a company has today – but actually
how many of those customers come back and
purchase again (repeat sales).
A gap – marketing opportunities exists in filling the
gaps between what the competitors can offer and
what the consumers needs, want or demand.
www.diram28.blogspot.com

22. Session 9 Summary Outline
 Top 10 Learning Questions of Marketing
Management by Philip Kotler (13th Edition)
 Lecture by Vcoach Prof. Bong De Ungria
18 P’s of Marketing
I love Marketing Model
Reminders: Midterms
www.diram28.blogspot.com

23. Reminders: Midterms
 When: September 30, 2011 (Friday)
Type of Exam: Multiple Choice
Exam Setup: The questions will be flashed on the screen.
 No Notes/Books Allowed to be Open
Tips:
1. Study the Chapters submitted by the students.
2. Study the notes presented by Vcoach in class.
3. Make sure you know the 18P’s and I love Marketing Model by heart
(draw it at the back of a tissue paper).
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24. “ The Midterms is a good way to
know who studied and who did not.”
– Vcoach De Ungria, September 2011
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25. V55 AGSB Hypermarketing
Management Class
Session 9 – Submission of 10 Learning Questions
Discussion: 18 P’s of Marketing & I love Marketing Model
Reminder for Midterms
Divya Hassaram Ramchandani
September 17, 2011
www.diram28.blogspot.com