MARKETING

Marketing- managing the customer’s Marketing process- is a process

profitability (Kotler&Armstrong, 2013) that involves creating, pricing
distributing and communicating
-activity, set of institutions and
goods, services and ideas to facilitate
processes for creating, communicating,
a satisfying relationship w customers
delivering and exchanging offerings that
have value for customers, clients, Marketing Mix/4Ps
partners, and society at large.
Product- satisfies the needs and
(American Marketing Association,2013)
preferences of the customers.
Traditional Marketing Approaches
Price- finding the right prices for the
1. Production Orientation- products
focuses on mass production.
Place- location convenient to sell
Marketing Myopia- failing to the product
identify the number of customers
Promotion- determine the mean of
who are willing to buy them
communicating the product message
2. Product Orientation- focuses
Goals- aspirations that every company
on the product and its innovation
would like to pursue/ general direction it
to attract customers.
wants to take.
3. Selling Orientation- relies on
the strength of the company’s Objectives- specific goals (should be
sales force in convincing the Specific, Measurable, Attainable,
customer to buy the product Relevant and Time-bound)
even if they do not need it.
4. Marketing Orientation- the Common Marketing Goals
customer’s preference are
1. To develop and maintain a
prioritized. Also known as
profitable base of loyal
Customer-centric approach
customers.
5. Societal Marketing
2. To develop products and
Orientation- similar to
services which contribute to
marketing orientation except that
the quality of life and
concern for society’s well being
promote environmental
and the environment’s
conservation.
sustainability is prioritized as
3. To understand customers’
much as the customer’s
behaviour and communicate
preference. Also known as the
to themp the marketing
green marketing.
offerings.
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4. To support the other
functional areas of business
in achieving the company or
corporate goals.
Roles of the Marketer
1. Instigator – analyse current
market trends to guide the
actions of the company.
2. Innovator – ensures that
products are developed not only
to meet customer’s expectations
but to exceed them.
3. Integrator – mediates between
interests of the company and the
consumer’s needs.
4. Implementer – ensures that
marketing strategy is executed
effectively.
Contemporary Marketing Methods
Old-generation customers – loyal to
traditional products. Reluctant to
embrace new products
New-generation customers –
younger and more open to new
products.
1. Digital Marketing – large
screen monitors that displays ads
in heavy commuter traffic; SMS
advertisement
2. E-marketing or Online
Marketing – company websites
where promotional materials are
interactive; automated e-mailing
of product info to customer;
brick-and-mortar;ex: lazada, OLx
3. Social Media Marketing- uses
social networking sites such as
Facebook, Twitter, YouTube and
LinkedIn; blogging
4. Outdoor Promotion- traditional
billboards, digital billboards (LED
video screen)
5. Mobile Promotion-signs and ad
mounted atop taxis and logos
painted on the sides of PUVs
6. Telemarketing- promotion of
products thru unsolicited phone
call to identify potential
customers.
7. Events Marketing- hosting of a
themed event tailored for the
product. (Car show fashion show)
8. Sachet Marketing-appeal to
consumer who are cost-conscious
and cannot afford to buy large
quantities.
Customer Expectations- the
perceived benefits and result a customer
expect when buying and usng a product
or availing a service.
1. Reliabilty- the abilty to provide
the expected benefit and result
consistently.
2. Tangibles- the quality of
physical facilities, personnel and
communication services
3. Responsiveness- the
willingness to provide prompt
service and assistance.
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4. Assurance- the ability to convey reach target markets. This results to
trust and confidence through Marketing plan.
expert knowledge and courteous
Planning Phase
services.
5. Empathy- the care and attention 1. Situation analysis (SWOT)
given to each customer. 2. Market-product focus and
goal setting
Blue Ocean Strategy- encourages
3. Marketing program.
businesses to expand their market base
and acquire new customers by creating SWOT Analysis- used to identify a
new value which will give rise to new company’s strengths, weaknesses,
demand. opportunities and threat.
Customer Value- refers to a Helpful Harmful

customer’s assessment of the benefits

gained from buying and using a product Strengths Weaknesses

compared to it’s cost a well as the Great Location Lack of marketing

competing offers on the market. Available funding
Expertise
Internal
Poor quality of goods
Customer Relationship Specialist or services
Management- the development of Marketing Experience
strategies to establish and sustain
desirable customer relationship.
Opportunities Threats
Relationship marketing- focuses on A developing market Time delays
establishing and maintaining customer External such as the internet
High cost
loyalty. New international
market
Strategic Planning- is a process
Rising health
wherein the general direction of a
awareness
company is defined.

Market penetration is pursued when

a company decides to do a Market
expansion.
Business Portfolio- the collection of
businesses that the company owns.
Strategic Marketing Process-
allocates marketing mix resources to
Tactical Marketing- refers to the
actions the company takes in order to
market a product. (repackaging,
changing price scheme, increasing the
number if dist.. partners e.g. retailers
and wholesalers, ads, websites,
implementing follow up system
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*Microenvironment- refers to the
forces closely influencing the company
and directly affecting the organization’s
relationship
Suppliers- individuals or companies
that provide the necessary resources to
produce goods or services.
Marketing Intermediaries- help the
company promote, sell and distribute its
products to the buyers.
 Reseller- hold and sell the
company’s products (wholesaler
and retailer)
 Distribution/Logistics Firm-
help the company stock and
move goods from warehouse to
selling place
 Advertising/Marketing Firms-
help in targeting and promoting
products
 Financial Intermediaries- help
in financing transactions
Competitors
-Brand Competition- occurs when
brands in the same segment industry
compete against each other.
-Substitutable products
competition- involves products whose
characteristics and benefits meet the
same customer need.
-Generic Competition- involves a
variety of product that provide the same
benefits and value to the consumer.
Publics- any group that has actual or
potential interest in or an impact to an
organization’s ability to achieve obj.
Customers- actual buyer of goods and
services of the company; general
consumers.
 Consumer Market- individuals
and households that buys goods
and services for individual
consumption.
 Business market- buys goods
and services for further
processing, production and
eventually selling to consumers.
 Reseller market- buys good
and service and sell them at a
profit.
 Government market- agencies
that buy goods and services for
government use or in order to
produce public services.
 International market- buyers
of all types in foreign country.
*Macroenvironment- external forces
that have a significant influence on
marketing strategy.
PESTLE Analysis- identifies the
external forces and determines the
opportunities and threats that arise from
them.
Political Forces- government actons
that affects the economy at large uch as
policies and laws on taxation, trade and
labor.
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Economic Forces- determinants of an -case analysis (situation that you
economy and its condition like inflation want to study
rate, interest rate, monetary policies
Quantitative
and foreign exchange rates.
-descriptive(description, WH
Social Forces- culture and society,
Question)
demographics, lifestyle, values, social
trends. -correlational (relationship)
Technological Forces- cost-effective -causal (cause&effect/predicting)
ways of producing goods and services.

Legal and Regulatory Forces-refers

to laws, regulations and government
policies that impact the business
organizations and its operations.

Environmental Forces-ecology,
climate, weather, and climate change
that haa mpact on the business e.g land
and raw materials.

Porter’s Five Forces Analysis

1. Threat of New Entry

2. Bargaining Power of Buyers
3. Bargaining Power of
Suppliers
4. Threat of Substitution
5. Competitive Rivalry

Business Research- is research

intended to solve business problems.

Qualitative

-exploratory (Focus group

discussion) preference

-ethnographic (observation)