Marketing
Objectives
At the end of the module 1, students are expected
to explained:
the meaning of marketing;
the basic concepts of marketing;
the importance of marketing;
how the different marketing philosophies vary;
the importance of planning in an organization;
and
how the strategic planning differs from marketing
plan.
Jollibee VS McDonalds
Chapter 1 An Overview of Marketing
All over the world, a huge multinational company reigns supreme in
the fast food industry, but in the Phl., it is the visionary & highly
esteemed company called Jollibee that is dominant.
Filipino United Laboratories, better known as UNILAB, owner of
Biogesic, Neozep, Alaxan has a market share of 20% of the pharma
industry
In processed meat, its Purefoods, in ice cream, its selecta
Happee toothpaste, owned by Cecilio Pedro, has survived in the
toothpaste industry
In the banana catsup, its UFC
Procter and Gamble’s Safeguard soap, Nestle’s Bear Brand milk and
of course San Miguel Beer
All these brand are number one in their own industry, why? Because
of marketing.
The Value of Marketing
Creating customer value and
satisfaction
2 goals of Marketing:
1.To attract new customers
2.To retain and grow current customers by
delivering satisfaction
Customer Value
Customer
Value
The relationship
between benefits
and the sacrifice
necessary to obtain
those benefits.
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Customer Value Requirements
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Customer Satisfaction
Customer
Satisfaction
The customers’
evaluation of a good or
service in terms of
whether it has met their
needs and expectations.
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Building Relationships
Relationship
Marketing
A strategy that focuses
on keeping and
improving
Relationships with
current customers.
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Building Relationships
Customer-oriented personnel
Empowered employees
Teamwork
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Why do we need to learn
Marketing ?
Can you sell these products Easily ?
How about these products?
How about them ?
Can you Market them?
How about Their films ?
Why Study Marketing?
Plays an important role in society
---David Packard
Hewlett-Packard
Why Study Marketing?
• Professional Selling
Everything must be • Marketing Research
made as simple as
possible but not one • Advertising
bit simpler • Retail Buying
--- Albert Einstein • Distribution
Management
Fastest route up the • Product Management
corporate ladder • Product Development
• Wholesaling
What is Marketing?
What is Marketing?
Personal Selling?
Advertising?
Maintaining inventories?
Chapter 1 Version 3e 22
Evolving Views of
Marketing’s Role
Production
Marketing
Customer
Necessary Ability to
Communicate
Conditions Offer
for Exchange
Freedom to
Accept or Reject
Desire to Deal
With Other Party
The Basic Concepts of Marketing
Refers to people patronizing or
Market
already using the company’s products
or availing its various services. Also
include future users of the product.
Consumer market – purchases
products for its own personal
consumption
Marketing Requires
Product, Price, Place, Place
and Promotion
Decisions
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
The Marketing Mix
Internal environment that a firm can directly manipulate
and control
Variables that the firms blend together to produce the
response it wants in the target market
Includes product, price, place, promotion and people.
Selling
Marketing
Philosophies
Production
SOCIETAL
MARKETING
MARKETING
Marketing Philosophies
Philosophy Key Ideas
Involves deciding on
Strategic marketing strategies that
Planning will help a company achieve
its overall strategic
objectives.
1. Market oriented
2. Based on distinctive competence
3. Motivating
4. Fits the market environment
Process of Strategic Planning
2. Setting of Company’s Objective
Consists of detailed supporting statements or objectives intended for the
different management levels to achieve.
Characteristics of Objectives:
1. S-Smart
2. M-Measurable
3. A-Attainable
4. R-Realistic
5. T-Time bound
Process of Strategic Planning
3. Designing the Company’s Business Portfolio
2 ways to assess business portfolio