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Topic 1 - Syllabi Discussion and What is Marketing

Topic 1 - Syllabi Discussion and What is Marketing

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Published by: medelrosario on Jun 11, 2013
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Entrepreneurial Marketing

Michael E. del Rosario, MSM

Allied Business Department

What is our course?

Understand what marketing is

Understand marketing strategies

Apply them to Entrep. Ventures and SMES

How will I know that you have learned something in our class?

 New product or service, product line extension  You should incorporate Filipino values and practices  Take into consideration social, legal and ethical and Christian principles

Your Final Output

Some of my rules:
 The maximum allowable number of hours of absences inclusive of tardiness is 11. All absences after that shall mean excessive absences and a grade of 0.00. Refer to policies on attendance in your student handbook. An approved absence shall be treated accordingly based on the provisions on your students’ handbook. You have to inform your subject professor immediately upon return to school to set a schedule for this purpose.

Some of my rules:
 Assignments. Assignments shall be due at the beginning of class unless otherwise indicated. Late assignments will have a 5-point deduction per day from submission due date, however, no assignment will be accepted beyond one week from submission due date.
 Seatwork. There shall be no provision for makeup of unexcused missed seatwork. For excused missed seatwork, it shall be your responsibility to ask for a schedule which shall be within one week from the day you reported back to class  Examinations. Special major exam is scheduled one week after its administration. Refer to the policies on special major exams in your student handbook.

Some of my rules:

 Collection. Faculty members are not authorized to collect any cash from the students for any purpose (i.e. material reproduction of notes or test papers, cost of field trips, books, and the like). When necessary, all payments must be coursed through any of the class officers or through the Accounting office.  Classroom Courtesy: (1) The use of cellular phones, and other electronic gadgets during class hours and examination are prohibited unless a special permission is sought; and (2) Eating, drinking, and wearing of caps inside the classroom are prohibited.  Any concern that is relevant to the class shall be brought to my attention before it is elevated to a higher authority or an outside party. This would cover for instance, complaints against me (manner of teaching, grades, etc.) or to your classmates. Special arrangements requested due to certain situations (e.g. a student’s disabling condition) may be decided and acted on a case to case basis. Other matters not provided in the preceding policies concerning this class shall be resolved within the bound of university policies.

Name Class Schedule Requirement

Date Type of

General Decorum
All written requirements should be completed on appropriate working papers with your name, date, class schedule and type of course requirement. Documents should have a neat, professional appearance and be stapled in correct sequential order. All written answers must be prepared using correct format, grammar, punctuation and spelling. You must provide your own supplies, including a non programmable calculator, for use whenever necessary

Your are required to buy the textbook

Kurtz, D and Boone, L (2010). Principles of Contemporary Marketing (Philippine Ediition) Cengage Learning Asia Pte Ltd. Singapore


Preliminary/Introductory Midterm/Enabling Major exam Online Quizzes Regular Quizzes Class Participation* Total

Criteria % 30 10 30 30 100


Criteria % Major exam 30 Final Product Assessment 25 Online Quizzes 10 Regular Quizzes 20 Class Participation* 15 Total 100

*Online and Offline Assignments, Seatwork, Minor Reports Attitude and Behaviour

NEXT MEETING Create a 5‖x8‖ (standard size index card) profile of yourself Basic Format Name Subject Section/Class Schedule Email: Mobile: Market yourself Be creative but do not forget the basic instructions Don’t forget to place your recent and clear picture

One more thing www.dlsud.edu20.org 1. Go to www.dlsud.edu20.org






are the essence of economic life in any society, creating a benefit called utility

Utility - the want satisfying power of a good or service.

All organizations must create utility to survive

An organizational function and a set of processes for creating, communicating, and The word marketing encompasses a delivering value to customers, and for managing customer relationships in waysof that benefit the broad scope activities organization and its stakeholders

Marketing specialists in creating a customer are responsible for:
 Identifying customer needs.

 Designing products that meet those needs.
 Communicating information about those goods and services to prospective buyers.  Making the items available at the right times and places.  Pricing merchandise and services to reflect costs, competition, and customers’ ability to buy.

Companywide consumer orientation with the objective of achieving long-run success. Involves:  Analyzing customer needs.

 Obtaining the information necessary for design and production that match buyer expectations.
 Satisfying customer preferences.  Creating and maintaining relationships with customers and suppliers.

Today’s Global Marketplace
 Growing importance because of international agreements, growth of electronic business, and economic interdependence.  Companies seek the most efficient manufacturing sites and most lucrative markets worldwide


exchange process, in which two or more parties give something of value to each other to satisfy perceived needs

Production Era
business philosophy stressing efficiency in producing a quality product

A good product will sell itself

They can have any color they want, as long as it is black

Characteristic of a shortage economy and intense consumer demand

We will not Advertising buy enough and Personal unless Selling pushed.

 Began to emerge during the Depression Era of the 1930s when both personal incomes and consumer demand for goods and services declined  Was interrupted when rationing and shortages of goods occurred during World War II  Has been emerging since the end of WWII  Emergence of the marketing concept
 The marketing concept is a company-wide consumer orientation with the objective of long-run success  All facets of the organization must be involved with assessing and then satisfying consumer wants and needs  A strong marketing orientation improves market success and overall performance

Shift from seller’s Everyone in the organization market to a buyer’s should have this orientation sine it leads to market success and market
overall performance

Consumer Orientation determining unmet consumer needs and then designing a system for satisfying them


Strategic alliances and Represents a major shift from the partnerships with vendors and Relationship marketing traditional concept marketing retailers play a major of role in involves developing long-term, relationship marketing as a simple exchange between value-added relationships over buyer seller time and with customers and suppliers

Converting Needs to Wants
 Every consumer must acquire goods and services on a continuing basis to fill certain needs  Effective marketing converts needs to wants by focusing on the benefits resulting from the acquisition of specific goods and services  Example: Need for a pair of pants converted to a desire for jeans.  Converting those needs to the desire for certain types of communication requires skill and a willingness to listen to what consumers really want

Theodore Levitt’s Marketing myopia management’s failure to recognize the scope of its business.


Marketing for Non-Profit Organizations
Not-for-profit organizations operate in both the public and private sectors  Government units pursue service objectives that are not keyed to profitability target.  The private sector has very diverse not-forprofit organizations, from private schools to museums to charitable organizations Adopting a marketing concept helps to meet service objectives

Characterisitics of NPO
Not the bottom line Purpose is to generate revenue to support their causes. Must compete with other organizations for donors’ dollars. Must often market to multiple audiences.

Resource contributors to not-for-profit organizations may try to interfere with the marketing program to promote a message that the donor feels is relevant

Non Traditional Marketing

Person Marketing
 refers to efforts designed to cultivate the attention, interest, and preferences of a target market toward a celebrity or authority figure
 Sports figures  Fictional characters  Political candidates

 Celebrity Endorsement – well known persons promote products for companies or social causes

Top 5 Celebrity Endorsers for 2012

• 1. Kris Aquino (10 endorsements) • 2. John Lloyd Cruz (8 endorsements) • 3. Carmina Villaroel, Zoren Legaspi, Ryan Agoncillo, Sarah Geronimo and Vic Sotto (7 endorsements) • 4. Anne Curtis, Marie Lozano, Michael V and Sharon Cuneta (6 endorsements) • 5. Judy Ann Santos and Kim Chiu (5 Source: Philippine Daily Inquirer “Celebrities: Their fees, pluses and minuses of using them” endorsements)

Place Marketing
 attempts to attract customers to particular areas

Cause Marketing
 refers to the identification and marketing of a social issue, cause or idea to selected target markets  Examples include campaigns promoting family planning, advocating literacy, or cautioning against underage drinking  Many profit-seeking firms link their products to social causes  There is strong support among both customers and company employees for cause-related marketing

Organization Marketing
 Organization marketing refers to attempts to influence others to accept the goals of, receive the services of, or contribute in some way to an organization  It includes mutualbenefit organizations (churches), service and cultural organizations (universities, museums), and government agencies

Event Marketing
 refers to the marketing of sporting, cultural, and charitable activities to selected target markets  It includes sponsorships of events by firms seeking to increase public awareness and bolster their images  One example is sports sponsorships  Many professional sports arenas carry corporate names



 Focus is on developing customers into repeat, loyal customers.  Over long-term, increases lifetime value of the customer.
lifetime value of a customer consists of the revenues and intangible benefits that a customer brings to an organization over an average lifetime, minus the investment the firm has made to attract and keep customers

 Refers to development, growth, and maintenance of long-term relationships with CUSTOMERS (external and internal)

 Goal is to move customer up the loyalty ladder: New customer Regular purchaser Loyal supporter Advocate  Relationship building starts from prepurchase to post purchase

 Mobile Marketing – marketing messages sent via wireless technology
 Interactive marketing—Customer controls amount and type of information received from a marketer

 Customizable communication for both marketers and consumers
 Allows larger exchanges (email, social networking)

 Buzz marketing uses customers to create a ―buzz‖ about a company’s products

 Relationship marketing also applies to business-tobusiness relationships with suppliers, distributors, and other partners.  Strategic alliances Partnerships in which two or more companies combine resources and capital to create competitive advantages in a new market.  Not-for-profits often raise awareness and funds through strategic partnerships.


 Ethics are moral standards of behavior expected by a society  Most companies do their best to abide by an ethical code of conduct, but occasionally organizations and leaders fall short  Despite these lapses, most businesspeople follow ethical practices  Many companies offer ethics training to employees  Corporate mission statements often include pledges to protect the environment, contribute to communities, and improve workers’ lives  Social responsibility involves marketing philosophies, policies, procedures, and actions whose primary objective is to enhance society


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