Understanding consumer behavior isn’t just about selling products it’s about understanding how people think, feel, and make decisions. Over time, marketers have discovered certain ‘laws’ that influence what consumers buy. Some of these laws are based on solid science, while others are just oversimplified myths. In this guide, I’ll break down some of the most important laws that drive consumer […]
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The world is witnessing a shift in power dynamics, and the question on everyone’s mind is: Can China successfully position itself as the next global leader? China’s rise appears unstoppable, yet the nation faces the monumental challenge of shaping its identity on the world stage. This task is not just about economic might or military strength—China must also project its […]
Kristelle Dizon is the head of Globe Business. Often referred to as KD, she oversees the strategic direction and operational management of Globe’s B2B services, driving growth through customer acquisition, innovation, and operational excellence. In this interview, she provides insights into the B2B landscape and offers our readers a deeper understanding of the industry’s dynamics. Q1: How has the push for […]
Advocacy-based Mansmith and Fielders Inc. has named the 12 winners for the 19th Mansmith Young Market Masters Awards (YMMA) 2024, continuing its tradition of recognizing excellence in the marketing and business fields. As the most sought-after recognition for young marketers and entrepreneurs 35 years old and below, the Mansmith YMMA has become a prestigious platform that celebrates innovation, creativity, and brand leadership. It is […]
In this article, I will answer some key questions surrounding doctors using or intending to use the MLM compensation scheme to recruit other doctors as prescribers of critical illness medicines, such as those for cardiovascular diseases, hypertension, and diabetes. These are: Let me start with an introduction about the findings from ProPublica, a nonprofit newsroom that investigates abuses of power. […]
(Note: This talk was delivered at the 20th MarkProf annual Marketing Leadership Bootcamp, a transformative eight-Saturday free training program in marketing and business. Out of 1000 graduating collegiate student leaders nationwide who competed for a limited 25 slots, participants had the opportunity to engage with distinguished speakers, delve into topics not typically covered in academic settings, and benefit from personalized […]
Marketing Defined. Marketing is the process of continuously and profitably satisfying target customer’s needs, wants, and expectations superior to competition. Note the six key elements in the marketing definition: Marketing Concepts. The marketing definition above lays the groundwork for understanding the five interrelated marketing concepts, specifically: Depending on the culture or the context of the industry of the business, how […]
Business Model Map of a Low-Cost Carrier (Decoded by Josiah Go) Let’s begin by examining a scenario where superb marketing is coupled with an insufficient business model during the entry of budget airlines into the industry Case 1: Philippine Airlines (PAL) smartly offered different classes – first, business, and economy – to suit various travelers’ needs. PAL also emphasized their sterling […]
Market-driven strategy – or the strategy that seeks to understand and satisfy the needs and wants of the existing market focusing on customer loyalty and repeat purchase, has been the most common approach to business decision-making and choice of marketing activities. In recent years, this way of thinking had been challenged for its limitations – now requiring marketers to keep […]
Last 2015, we conducted a survey on the ‘hirability’ of fresh graduates with the marketing heads of some of the biggest companies in the Philippines. We thank Albet Buddahim, vice president and chief marketing officer of the Primer Group of Companies, and Ampy Rio, chief marketing officer of Nutriasia, for answering our updated edition. Q1: When hiring fresh graduates for brand marketing work, what […]