 | Association of Marketing Educators of the Philippines (AME). | Dec 5, 2008 |
As Marketing Educators, we dream of seeing our students develop into successful marketing professionals. AME's task is to equip them with the necessary skills, knowledge and attitude for the real battle in the outside world. The success of each student in their respective fields is our success as well. This is a challenge to marketing educators. No individual can do this task alone. We need to synergize to strengthen the academic sector of marketing, and build a better nation full of competent marketing practitioners. 
|  | Plenary Hall, Philippine International Convention Center, December 5, 2009, Saturday. |
| Start: | Aug 28, '09 08:00a | | End: | Aug 29, '09 6:00p | | Location: | Davao |
| Start: | Aug 7, '09 08:00a | | End: | Aug 8, '09 6:00p | | Location: | Cebu |
Happy birthday to AME's VP Internal and Angeles University professor Gerrome Esguerra! 
| | EXECUTIVE OFFICERS AND BOARD OF DIRECTORS
FOR SCHOOL YEAR 2009-2010 |
| | April 29 8am-6pm University Hotel, UP Diliman, Quezon City |
AME invites the Sangguniang Kabataan National Federation to the National Marketing Educators Conference! 
| | taken from www.mansmith.net
Mansmith & Fielders to host ‘Marketing Breakthroughs’ on March 24-25
Josiah Go introduces “Market-Driving Strategies” – a groundbreaking marketing tool to win new customers in times of crisis
Newspaper headlines and business stories in the television paint frightening scenarios: businesses are downsizing, employees are being retrenched, consumers are spending less, markets are heading into recession! This year may turn out to be the most destructive in terms of economic scale.
If most businessmen or company owners are now afraid to invest or are having a “wait-and-see” strategy, Mansmith & Fielders believes that this is the right time to reinvent your company and bring it to the next level of prosperity.
Mansmith and Fielders, Inc., the country’s leading consultancy firm that “helps your marketing and sales teams soar!” is on the forefront of creating a positive atmosphere for the Philippines with Josiah Go, the most awarded business educator in the country, introducing in the country for the first-time the “Market-Driving Strategies.”
“Market-Driving Strategies is the latest development in the marketing discipline. No less than the father of modern marketing Philip Kotler (along with Prof. N. Kumar and L. Scheer) wrote about Market-Driving Strategies as the 4th major type of marketing orientation after sales driven, market-driven and customer-driven orientation,” said Mr. Go.
Mr. Go added: “Unfortunately, most companies are still practicing their traditional ways, still trapped in their old paradigm of customer satisfaction, researching customer's needs and brand health via UAI, and utilizing tools like price, sales promotion and advertising that are very tactical in nature. This is the right moment to change direction – a better direction!”
Instead of focusing on customers, firms must now add another dimension, which is to focus on marginal and non-customers, this is where Market-Driving Strategies come into the picture, as it expands the horizons of the firm's marketing strategy on a strategic thinking level. This revolutionary marketing tool will help marketers and entrepreneurs to weather the crisis and beat the odds.
3 pillars of MDS
Market-Driving Strategies has 3 pillars, with emphasis on the third:
· Where you are? - Instead of following the traditional logic of industry (LOI), firms can learn from the logic of strategy (LOS) by being different instead of merely being better, they can break the industry rules by redefining both the value proposition and marketing activities
· Where you want to be? - Instead of targeting existing customers and use simplistic brand switching strategies, marginal and non-customers are the ones targeted. This expands the market and/or increase consumption so companies can thrive even in a downturn economy.
· How to get there? - Instead of focusing on the existing business system, a thorough review of the firm's end-to-end value chain is included for greater sustainable advantage, bringing back strategic thinking to marketers instead of being trapped in the day-to-day tactical side of the marketing mix.
“It is possible for firms to increase revenues and profit for 2009 if they know this game-changing innovation and breakthrough marketing thinking with emphasis on business system,” said Mr. Go.
MDS success storiesSuccessful Market-Driving Strategies can be found in these 2 companies, the first is a company in the United States while the second is here in the Philippines.
1. Minute Clinic - Instead of doctors treating common ailments of sick patients, it is the nurse practitioners taking over the doctors' role. Instead of treating all types of diseases, it limits diseases into common family diseases. Instead of charging a high price, prices are published in a menu that is a small fraction of what doctors or emergency rooms would normally charge. Instead of a long queue and appointment in doctor's office, a patient walks in and out within 15 minutes. Instead of a doctor's office, it locates itself beside drugstores. Instead of following doctor's weekday office time, it is open daily. As you can see, instead of patients doing self-medication or consulting their parents or friends, new demand is created by those who want faster, cheaper health services without compromising quality, something co-founder Rick Krieger envisioned as he experienced 2 hours of waiting time when he had to bring his son to the doctor's office before.
2. Belle de Jour Power Planners - Instead of boring planners, Belle came out with multi-color, design-oriented planners for the "fashionista". Instead of showing dates, it expanded into a 2-in-1 planner plus discount coupons allowing BDJ girls (Belle's customers) to have the lifestyle they want. Instead of mere profit-orientation, it supports women advocacy. Instead of a commodity, it created an online community and supports the community with various regular activities. The result is 50,000 planners sold in 2008, a good output for a relatively new brand created by then 24-year entrepreneur Darlyn Ty who thought of the idea, despite the increasing popularity of digital planners, because she couldn't find a planner she likes.
In the above cases, it is important to cite that while it is indispensable to know barriers, irritants, disappointments and annoyances, vision is an equally important component in Market-Driving Strategies.
Marketing breakthroughs“Tough times will surely go away but the people will still be there, whether staying in your company or in another industry. Do not take leadership for granted -- different situations call for different leadership inputs. To adopt the usual response of the 1997-1998 crisis may not work for this time. Companies who want to simply focus and invest their resources in their most profitable segment and cost-cut may be in for a big surprise in the future,” said Chiqui Escareal-Go, President and CEO of Mansmith & Fielders. “The Market-Driving Strategies will help marketers, businessmen, sales people, etc. avoid surprises and problems in the future, and grab opportunities in today's marketplace.”
The Market-Driving Strategies will be one of the main topics to be tackled on the “Marketing Breakthroughs” seminar which will be held on March 24-25, 2009 from 1:30 to 5:30 p.m. at the Crowne Plaza Hotel. Also organized by Mansmith & Fielders, Mr. Go will discuss the topic under the title: “From Market-Driven to Market-Driving: Expanding Your Market When Your Customers Consume Less.”
Add to that, the “Marketing Breakthroughs” will feature 8 in-demand speakers in the field of marketing:
Josiah Go will discuss the groundbreaking “From Market-Driven to Market-Driving: Expanding Your Market When Your Customers Consume Less.” Learn market-driving strategy, the latest concept in marketing discipline that will revolutionize marketing planning, before your competition does. Find out how to thrive in a downturn economy by tapping new market space; and why reinventing the business system that supports the value proposition needs a second hard look.
On the other hand, Dr. Ned Roberto, Vice Chairman & Chief Insight Adviser of Mansmith and Fielders will discuss “From Insighting to Foresighting: Aligning Vision and Research For A Game-Changing Future.”
Dr. Roberto -- being the first Asian co-author of Philip Kotler, former professor of Asian Institute of Management and the first Lifetime Achievement Awardee in marketing education -- will reveal what Market Foresighting is all about.
“Market Foresighting is visioning when the business growing power of your successful market penetration, product development, market development or diversification will wear-out. It calls for creative researching into the terminating consumer model responsible for uncovering the limits of success,” Dr. Roberto said.
“From Advertising to Advocacy: Connecting Brands Emotionally to its Audience in Good Times and Bad” by Weena Pineda, Chief Brand Strategist of Mansmith and Fielders, will reveal the range of doing advocacy marketing. Being the former vice president for corporate marketing and brand, customer and channel development of Splash Holdings, Inc., and former marketing executive of Unilever (foods group) and Century Canning, Ms. Pineda will show you how a brand with the larger share of heart wins and remains in the shopping list even in times of crisis. Learn how advocacy marketing can provide an avenue to connect emotionally and move your brand closer to the marketer’s Holy Grail called ‘loyalty’.
In times of crisis, strategies must be correct and execution must be excellent. Evaluation and monitoring must be constant. Corrective action must be timely. The thread that ties all of these together is leadership. And this is what Malu Dy Buncio, Chief Business Development Strategist of Mansmith and former general manager of Avon Cosmetics, former president director of Avon (Indonesia), will tackle in her talk “From Fright to Fight: Insights on Converting Your Organization into Fearless Warriors During Times of Crisis.”
In times of crisis, one must learn the framework and process-based approach to effectively manage sales -- and survive the obstacles. At best excel and even turnaround the situation. This is what Rowen Untivero, Partner & Chief Sales Strategist of Mansmith and Fielders will tackle in his talk "From Turn Down to Target: Sales Force Effectiveness For Maximum Productivity." Being the former country manager of Alcatel, former general manager of provincial operations of Smart, he will give out important tips for sales people not only to survive the crunch but to excel in their field.
Understanding one's target market is as important as creating the right marketing strategy. Technological advances and the advent of new media have brought about tremendous changes in consumer habits. Take a closer look into the new consumers, aptly called prosumers, with Donald Lim, Chief E-Marketing Strategist, Mansmith and Fielders, Inc. and President & CEO of yehey.com. His talk on "From Consumer to Prosumer: Understanding The Evolved Consumer" will change the way you view your customers in the digital era.
Research says more than 70% of purchase decisions are made by shoppers at the point of purchase - your last opportunity point to communicate and convert shoppers to customers! However, for lack of shopper insight, many marketing practitioners fail to formulate clear strategies that reflect what really happens in-store and what shoppers really want. Bounce back! Learn how to effectively communicate with shoppers at the point of purchase even on shoe-string budget with Emilio Macasaet III, Partner and Chief Distribution Strategist of Mansmith, and former VP for sales and distribution of RFM, former national sales manager of L’Oreal, in his talk entitled "From Pull to Push: Converting Shoppers to Customers at the Point-of-Purchase."
Last but not least, Chiqui Escareal-Go, President and Chief Service Strategist, Mansmith, will cover the topic "From Silos to Solidarity: Paradigm-Busting Service Delivery." Being a certified coach and appreciative inquiry facilitator, she will reveal how companies’ departments can be configured to work together seamlessly with each department’s know-how and skills transferred across silos. Learn how companies structure themselves to provide relevant and effective solutions that truly cater to clients’ needs.
Pinoy-Friendly Price
8 of the hottest marketing mentors in 1 forum at Pinoy-friendly price. You can’t find the lessons they will share elsewhere than attending this forum. Early bird rate of only P4,888 net is available for paid registrants until Feb. 28, 2009 only (regular rate is P5,888 while onsite rate is P7,888). For inquiries and registration, please e-mail: info@mansmith.netThis e-mail address is being protected from spambots, you need JavaScript enabled to view it , text 0918-81-168-88 , or call 722-2318, 727-7142 or 412-0034 or visit the website at www.mansmith.net.
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| | 2nd Asia Pacific Marketing Educators Conference |
| | The Official Events Partner of AME. Feel free to comment on any pic! : ) |
| | dressed, stressed and blessed part 3 |
| | Dressed, Stressed and Blessed pa din... |
| | bRYAN, Miss Anabelle, Adja AND vINCE |
| | february 5, 2009 8pm |
| | Dressed, stressed and blessed! |
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Like you, we tried all those other web conferencing solutions and found them exceedingly expensive, difficult to implement and impossible to customize. So we created Dimdim as the easy, open and affordable web conference solution. www.dimdim.com  JR Isaac, Editor-in-Chief of Circuit Mag, will definitely attend the 4th Conference of Aspiring Marketing Professionals in the Forum of the Philippine International Convention Center on February 6, 2009. Circuit Mag.
Circuit Magazine is a free monthly eventzine (event magazine) published by Circuit Central Concept Inc. It serves as your event handbook to all the hottest gatherings and hippest destinations in and around the metro. Definitely a “must-have” for the Manila party scene, Circuit Magazine informs all the partyphilia’s needs “must know” for a total event guide. It features the hottest parties, concerts, art exhibitions, performing arts and other lifestyle events; latest in fine and casual dining; and up-to-minute news on techie gadgets, music, fashion, arts and entertainment. Especially dedicated for the vibrant cluster of forward thinking individuals who loves to have fun and enjoy the finer things in life that has a mobile and affluent lifestyle. Circuit Central Community is considered as the city’s distinct urbanites that exude the cosmopolitan attitude—the hip and the stylish. They’re often seen at high profile events and entertainment venues regardless of the week. All the more, setting the trends in event lifestyle in the metropolis. Circuit Magazine is conceptualized and developed by the movers and shakers of Manila’s vibrant lifestyle scene. Individual strengths lie in familiarity with the restaurant/bar industry, experience with lifestyle publications, event planning expertise, media relations networking and a database for networking. Thus giving authority to what’s in or out in the metro. So where’s your next event destination? Check out the latest issue of Circuit Magazine to get all the up-to-date infos and schedules. Circuit Magazine is a media partner of the Association of Marketing Educators of the Philippines. Subscribe free to Circuit Magazine's updates by logging on to http://www.circuitmag.net/. 
| | ABOUT THE SPEAKER
Dr. Leonardo Garcia Jr. is Dean of the College of Business Administration of Lyceum of the Philippines University in both Manila and Cavite campuses. He is also a Professorial Lecturer of the Marketing Management Department of De La Salle University-Manila, a Certified Professional Marketer (CPM-Asia Pacific), and an Accredited Marketing Educator (AMEd) He was formerly Dean of the School of Professional and Continuing Education of the De La Salle College of St. Benilde, and was also Chairman of the Marketing Management Department and Director for the Graduate Studies Programs of the College of Business and Economics, DLSU-Manila. He was President of the Philippine Marketing Association in 2003, AGORA Awardee for Outstanding Achievement in Marketing Education in 1997 and President of the Association of Marketing Educators which also conferred him the Tanglaw ng Karunungan Award in 2003. At De la Salle University, he became a Hall of Fame Awardee in the Students’ Search for Outstanding Teachers and was a recipient of the “Most Outstanding CBE Faculty.”
Dr. Garcia has more than a decade of advertising experience having worked with J. Walter Thompson Co. and Saatchi & Saatchi Advertising Worldwide in Manila and Korea. He has published a book on Advocacy Advertising which was a finalist in the 1999 Philippine National Book Awards, another book on E-Marketing in 2002, and has also co-authored a book in International Marketing in 2006. He is a consultant in strategic planning, research, public relations, and integrated marketing communications of corporate companies, government institutions, and NGOs. He was conferred a Lifetime Achievement Award by the Association of Marketing Educator in 2008, and a “Haligi ng PMA” Award by the Phil. Marketing Association in 2009. He joined the Phil. Association of National Advertisers Foundation (PANAF) this year as Board Secretary and is representing the Foundation in today’s conference.
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 Dear Friends in AME, A very special offer awaits students who will attend CAMP4 on February 6! The Internet and Mobile Marketing Association of the Philippines (IMMAP) in partnership with the Ateneo Java Wireless Competency Center (AJWCC) offers the Digital Marketing 101 online course - at a special price to those who are attending CAMP4 on February 6. The online one-week short course will have special course runs in February and March and is intended to give the marketing student a career headstart. A certificate of completion will be issued by IMMAP and AJWCC to successful course participants. The names of successful participants will be published online at http://immap.ateneo.net/acad to facilitate later verification. The Digital Marketing 101 online course for marketing students is offered at a special price of P1,000.00 only - quite affordable compared to its equivalent version for professionals. What’s more, if registration is completed by February 6 at CAMP4, the course participant will pay P600.00 only. For details, please check http://immaplearn.blogspot.com/. You may confirm your registration at the special discounted price and pay at the IMMAP/AJWCC booth @ CAMP4 on February 6. We suggest you approach the booth early as there may be a long line. Regards, Ramon Duremdes Jr. Director Internet and Mobile Marketing Association of the Philippines (IMMAP) P.S. - Kindly pass this on to your students and others who will be attending CAMP4.
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