MARKETING - 1

Overview
The Marketing Process

Assignment:
In a group of 3, look for 3 brands, company
or service & discuss what & how they
advertise their product/service, their
customers, competitors, company logo,
and slogan.

Presentation of the Research

Assignment
(10 minutes)
How do they define marketing?
Does marketing revolve on products only? How about a
service-oriented company?
What are the strategies used?
What are the bases of their strategies?
How does it affect in the business process?

Discussion
(5 minutes)

Marketing Concepts

Objectives:
To define Marketing and discuss its core
concepts.
To understand the Marketing Process
To understand the impact of Marketing in
the business ventures
To realize the major challenges facing
marketers in the new connected
millennium.

What is Marketing?
According to Donald Lim, president of
yehey.com
Every bit of contact any part of your business
has with any segment of the public

According to Kotler, Principles of Marketing

Marketing is managing profitable customer
relationship; attracting new customers and
retaining and growing current customers.

What can be Marketed?

Goods
Services
Experiences
Events
Persons

Places
Properties
Organizations
Information
Ideas

(Source: Principles of Marketing by: Philip Kotler and Gary Armstrong 10th Edition)

The Marketing Process

Situation Analysis

Marketing Strategy

Marketing Mix Decision

Implementation & Control

(Source: www.netmba.com/marketing)

The Marketing Process

Situation Analysis

Marketing Strategy

Marketing Mix Decision

5 Cs Analysis
Company
Collaborators
Customers
Competitors
Climate

Implementation & Control

(Source: www.netmba.com/marketing)

The Marketing Process

Situation Analysis

Marketing Strategy

Marketing Mix Decision

Segmentation
Targeting
Positioning
Value Proposition

Implementation & Control

(Source: www.netmba.com/marketing)

The Marketing Process

Situation Analysis

Marketing Strategy

Marketing Mix Decision

Product
Price
Place
Promotion

Implementation & Control

(Source: www.netmba.com/marketing)

The Marketing Process

Situation Analysis

Marketing Strategy

Develop Marketing
Plan
Launch the Product

Marketing Mix Decision

Implementation & Control

(Source: www.netmba.com/marketing)

Effective Marketing
Depends on identifying the customers
and prospective customers who will
produce the best results for the
business
Requires a thorough understanding of the
way your customers minds work---how
they perceive themselves & the world,
how they think, how they make purchase
decisions.
(Source: E-Myth Mastery by: Michael Gerber)