Marketing 1st shifting

Marketing Functions of Marketing

• A total of system of business-related activities 1. Market Research
designed to plan, price, promote and distribute 2. Product Planning
wat satisfying products to achieve organizational 3. Pricing
objectives 4. Distribution
• Planning of: 5. Promotions
- Product 6. Customer Service
- Promotion 3 C’s of Marketing
- Place 1. Customers – stocks
- Price 2. Company – profit
- People 3. Competition – market share
- Physical facilities 2 Interacting Components
- Profit Company → Market
• Input: 10 M’s -> Output: Profit
- Management Customer → Competition
- Manpower Objectives of 3 C’s
- Machine 1. Customer
- Material • Satisfy the needs, wants, and expectations of target
- Method customers
- Money 2. Competition
- Minutes • To outperform them all the time
- Market 3. Company
- Measurement • To ensure corporate health and profit
- Ministry Marketing Effectiveness
• 4 Functions of Management - Better than before
- HR - Better than others
- Production - Better than expected
- Financial
- Marketing
Lifecycle of a Product
Pharmaceutical Marketing
• A unique bundle of management decisions
directed to satisfy, delight, surprise customers in
the pharmaceutical business, their NEEDS and
WANTS
3 Key Elements of Marketing
1. Satisfying
2. Delighting
3. Surprising

Management – sales-volume oriented

Planning – short-run oriented

Sto. Domingo | 4A-PH 1

9 Core Concepts of Marketing 3 TYPES OF EXCHANGE
1. Needs 1. Self-sufficiency
2. Wants 2. Centralized
3. Demands - Bringing product at the center wherein
4. Value everybody can access the product
5. Cost 3. Decentralized
6. Exchange - Exchange of product with limitations
7. Product - Limitations of goods/services
8. Market
9. Relationship Marketing
- Smart marketers try to build up long term,
1. NEEDS trusting, “WIN-WIN” relationship with valued
o Maslow’s Hierarchy of Needs customers, distributors, dealers, and suppliers,
1. Physiological/Body Needs accomplished by promising and delivering high
2. Security and Safety Needs quality products, goods, services, and fair prices
3. Social Needs to the other parties over time
4. Ego Needs
5. Self-Actualization 7. PRODUCTS
o Anything that can be offered to target clientele to
2. WANTS satisfy a need and want
o 4 P’s o According to Kotler:
1. Product - Offerings
2. Pricing Scheme - Satisfiers
3. Promotion - Resources
4. Place That are capable of delivering satisfaction of a
want or need
3. DEMANDS
o To ask for as a right 8 TYPES OF PRODUCTS
o To ask with authority 1. Physical objects
o A claim 2. Places
3. Activities
4. VALUE 4. Persons
o Worth 5. Organizations – ex. JPA (w/ membership fee)
o Utility 6. Idea
o Precise 7. Service – ex. laundry service, tutorial
o Significance 8. Information – ex. Online journal articles,
o To rate at certain point monographs
o To regard
o To estimate 5 LEVELS OF A PRODUCT
1. The Core Benefit – benefit that you can get out
5. COST of the product
o The price paid 2. Generic Product – ex. corned beef
o Amount demanded 3. Expected Product – ex. gas-car, flashlight-
o A charge batteries, tire-car, injectables-syringe
o A price 4. Augmented Product – very hard to sell products
o Equivalent amount to obtain the product (ex. Fire extinguisher, memorial plan)
5. The Potential Product – has unexpected use (ex.
6. EXCHANGE Toyota Tamaraw FX – used for public
o Is the act of obtaining a desired product for transportation)
someone by offering something in return

Sto. Domingo | 4A-PH 2

3 Groups According to Durability or Tangibility Target Customers for Drug Products
1. Non-durable goods – ex. Shampoo, hand soap, A
lotion, cologne, tissue Upper Class
2. Durable goods
B
3. Services C Middle Class
D
4 Types of Goods According to Consumer Shopping Lower Class
E
Habits
1. Convenience goods
2. Shopping goods 1. Income level
3. Specialty goods 2. Age Classification
4. Unsought goods 3. Gender
4. Educational Attainment
3 Types of Services 5. Geographic locations
1. Rented Goods Services
o Involves the attraction or repair of a good Flow of Rx in the Hospital OPD
owned by the consumer
o Ex. Repair services
2. Owned-Goods Services Out-Patient
3. Non Goods Services
Department (OPD)
o Legal service
Hospitals
o Provides personal services
o Patient counseling
Rx generated from
8. MARKET Resident MDs/Consultants
o Consists of all potential customers sharing a
particular need and wants who might be willing and Out-Patients
able to engage in exchange to satisfy that need or
wants
Buys Rx
3 Types of Pharmaceutical Market
1. Traditional
- Drugstores, Hospitals, Industrial clinics, Drugstores
Medical clinics, Dispensing physicians
2. Non-traditional
- Groceries and supermarkets Flow of Rx in the Hospital IPD
- Trading stores
- Sari-sari stores In-Patient
3. DOH or NGOs Department (IPD)
- Municipalities Hospitals
- Regional Health Office
- Rural Health centers Rx generated from
- Barangay and sitios Resident MDs/Consultants
- Botica sa bayan
In-Patient
(Confined in
Hospitals)

Rx In Patient’s Chart
Served by Nurses

Hospital Pharmacy
Sto. Domingo | 4A-PH 3
Flow of Rx in Hospital ERs 7 Key Objectives in Marketing Management
1. Collection Targets
2. Sales Forecast
3. Production Forecast
4. Market Growth Targets
5. Direct Contribution
6. Product Movement Targets
7. Marketing Mix Targets

Production Forecast
Sales & Production Forecast

Annual Forecast

Semestral Forecast

5 Major Functions Being Crucial

1. Planning
2. Organizing Quarterly Forecast
3. Staffing
4. Directing
5. Controlling Monthly Forecast

Weekly Forecast

The Sales and

Collection Forecasts

REGIONAL/ AREA FORECASTS

TERRITORIAL/ DISTRICT
FORECASTS

Market Forecasts
- Are projections of the probable characteristics of
the external and internal environment; BY PROVINCE/ CITY
intellectual estimates of the market potential for FORECASTS
the period
- External Factors: Politics, Economics,
Socioeconomic, Social, Technology, Rules and
Regulations, Environment BY TYPE OF OUTLETS AND
- Internal Factors: Human resource, MAJOR ACCOUNT FORECAST
Management, Operations, Finance, Accounting

Sto. Domingo | 4A-PH 4

 - Training/ Development
- Compensation
Marketing Budget Allocation Practices - Benefits
- Incentives
1. Product Research & Development
2. Marketing Research
Manpower Developing Practices
3. Personal Selling
4. Public Relations
5. Direct Marketing Manpower Requirements
6. Advertising
7. Sales Promotion
8. Display and Merchandising
9. Displays Merchandising
10. Market Intelligence Regular/ Contractual/ Casual
Permanent Employees
Marketing Policies Employees
- Direct Hire
• Sales and Collection - Manpower
- Credit Terms - Agency
- Discounting
- Delivery
- Transportation
- Free goods Executive Search
- Allowances Headhunters
- Subsidies
• Promotions
- Advertising Marketing Plans
- Sampling
- Display - Business Plan
- Merchandising - Master Blueprint in Business
- Public relations - Oplan Marketing
- Publications - Battle Plan
• Marketing Channels - Game Plan
- Incentives - Corporate Plan
- Rebates - Master Action Plan
- Allowances Marketing Plan
- Subsidies - Refers to the game plan or the business plan for
- Recruitment the period inclusive of long-term and short-term
- Selection program
• Pricing
- Wholesale
- Retail 7 Types of Plans
- List Price
- BIDS/ Quotations 1. Purpose or Mission – purpose of existence/ doing
- Sale Campaigns business
• Products 2. Objectives – should be S.M.A.R.T.
- Present Lines 3. Strategies
- New Lines 4. Policies
- Innovations/ Improvement 5. SOPs Rules and Regulations
- Modification 6. Programs
- Quality Control 7. Budget
• Manpower
- Recruitment/ Selection
Sto. Domingo | 4A-PH 5
 8 Major Areas for Strategic Goals
The Hierarchy of Plans 1. Market Standing
1. Purpose/Mission 2. Innovation
3. Human resources
2. Objective (desired results)
4. Physical resources
3. Strategies (long-term directions) 5. Financial resources
4. Policies, Procedures and Rules 6. Productivity
5. Marketing Plans 7. Social Responsibility
6. Budgets in quantifiable terms (annual, 8. Profit requirement
semester, quarter, month)
Market Audit Planning Guideline
The Hierarchy of Management
1. Top – strategical
2. Middle – tactical
3. Low – operational

S.M.A.R.T.

O.T. in socio-
S.W. of Marketing
economic,
company and • Objectives
political,
products • Strategies technological,
relative to
• Programs cultural,
competition
• ACA environmental
(INTERNAL)
(EXTERNAL)

TARGET MARKET Goals of Planning

(key consideration in • To ensure early achievement of objectives at least
market planning) cost
• To emphasize well-defined objectives
• To offset uncertainty
The Overall Planning Process • To allow managers “enough rope to hang
themselves” (freedom to check progress along the
Mission → Goal & Objectives → Plans & Programs → Goal way)
attainment efficiency and effectiveness
4 Stages of Planning in Marketing
Mission Statement 1. Diagnosis (Where is the company and why?)
1. Customer
2. Prognosis (Where is the company headed?)
2. Concerned Public Image
3. Concern for Employees
3. Objectives (Where should the company be
4. Philosophy headed?)
5. Products 4. Strategy (What is the best way to get there?)
6. Concern for survival
7. Self-concept 5 Essential BENCHMARKS in Marketing Key Objectives
8. Technology 1. Purpose/Expectations
9. Location 2. Product/Service Expectations
3. Customer/Service Expectations
4. Geographic Expectations
5. Functional Expectations
Sto. Domingo | 4A-PH 6
3 TYPES OF GOALS
• Business Goals
• Special Programs Goals
• Training Goals

TYPES OF MARKETING KEY OBJECTIVES

1. Purpose Commitment (why?)
2. Product Commitment (what?)
3. Client/Customer Commitment (who?)
4. Scope/Geographic Commitment (where?)
5. Functional Commitment (how?)

3 SOURCES OF COMMITMENT ANALYSIS

1. Market Forecasts
2. Company’s strengths and weaknesses
3. The expectations of other individuals and
groups in the organization

MARKETING GOAL
• Goal – means something desired; a thing for
which an effort is made

• Marketing goal – are the end-results,

performance standards, planned
accomplishments you intend to achieve over a
period of time and should satisfy the SMART

• Performance standards – are measurable

evidences that reflect the accomplishment of
the responsibility area: these are expressed in
quantitative and qualitative terms and
illustrates cost and percentage

4 EXAMPLES OF PERFORMANCE STANDARDS

1. Growth
2. Profitability
3. Market Share
4. Direct Contribution

Marketing Management Process

4 KEY ELEMENTS
1. Analyzing marketing opportunities
2. Selecting target markets
3. Developing marketing mix
4. Managing the marketing effort

Sto. Domingo | 4A-PH 7

Sto. Domingo | 4A-PH 8