MODULE 1

Subject Code: MM 1
Course Title: Marketing Management
Credit Units: 3 units
Course Description: This module will introduce students to a systematic approach to marketing
decision-making using a planning framework. With the aid of contemporary theory and case studies,
the module will explore each stage in the marketing planning process from appraising the firm's
current situation through to objective setting, formulating and evaluating alternative marketing
strategies and making them operational via an integrated marketing mix. Students will be
encouraged to explore the practical application of concepts and techniques in a variety of marketing
contexts and to reflect on their usefulness.
Course Outcomes:
CO 1 – Discuss the nature and scope of the marketing manager's role and appreciate marketing's
potential contribution to organizational effectiveness.
CO 2 – Explain key marketing concepts, theories and techniques for analyzing a variety of marketing
situations and formulating marketing strategies.
CO 3 – Discuss the issues to be managed in building and sustaining strong brands and brand
portfolios and evaluate the impact of marketing mix decisions on the creation and maintenance of
brand equity.
CO 4 – Apply introduced frameworks, concepts, tools and techniques to the analysis of marketing
situations, environmental forces and resolution of marketing problems in a variety of contexts.
CO 5 - Identify and critically evaluate methods of evaluating marketing performance.
CO 6 - Appraise the financial performance of a business entity using a range of performance
indicators and other relevant information.
CO 7 - Create an efficient marketing plan of a product or services.

Course Outline:
Unit 1: Introduction on Marketing Management
Unit 2: Customer Behavior
Unit 3: Segmentation/Targeting/Positioning
Unit 4: Product Positioning
Unit 5: Positioning via Price
Unit 6: Positionin via Place
Unit 7: Positioninb via Promotion
Unit 8: Customer Relationships/Marketing Research Tools

Grading System:

See Revised Handbook

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Topic
Introduction on Marketing Management
Learning Objectives
At the end of this module, the students are expected to:
1. Comprehend and understand the importance of marketing management.
2. Enumerate the 5C’s, STP and 4P’s of Marketing
3. Analyze the value of the Marketing Frameworks.
4. Explain the key principles and concepts of marketing.

Introduction
During Module 1, we examine the background, current state, and future potential of Marketing and
how businesses today are creating new windows of opportunity using these strategies.
How does Marketing impact your organization? Are you currently in a marketing position? Do you
plan to become a marketer? What aspects of your organization are most affected by marketing?
How might the answers to these questions impact your future?

Time Allotment: 9 hours (1 week)

Core/Related Values and Biblical Passage
Core/Related Values: Service, Hardwork, Honesty

Biblical Passage: Ecclesiastes 9:10

“Whatever your hand finds to do, do it with your might, for there is no work or thought or knowledge
or wisdom in Sheol, to which you are going.”

Learning Content

1. Define the term Marketing

Marketing is the activity, set of institutions, and processes for creating, communicating, delivering,
and exchanging offerings that have value for customers, clients, partners, and society at large.
Marketing also requires all facets of a company to work together to pool ideas and resources. One
major goal of marketing is to create an exchange. An exchange has five conditions, as listed below.
Even if all five conditions are met, an exchange might not occur. People engage in marketing
whether or not an exchange happens.
Five conditions of exchange:
1. There must be at least two parties.
2. Each party has something that might be of value to the other party.
3. Each party is capable of communication and delivery.

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4. Each party is free to accept or reject the exchange offer.

5. Each party believes it is appropriate or desirable to deal with the other party.

Four Marketing Management Philosophies

The role of marketing and the character of marketing activities within an organization are strongly
influenced by its philosophy and orientation. A production-oriented organization focuses on the
internal capabilities of the firm rather than on the desires and needs of the marketplace. A sales
orientation is based on the beliefs that people will buy more products if aggressive sales techniques
are used and that high sales volumes produce high profits. A market-oriented organization focuses
on satisfying customer wants and needs while meeting organizational objectives. A societal
marketing orientation goes beyond a market orientation to include the preservation or enhancement
of individuals’ and society’s long-term best interests.
Differences Between Sales and Market Orientations
First, sales-oriented firms focus on their own needs; market-oriented firms focus on customers’
needs and preferences. Second, sales-oriented companies consider themselves to be deliverers of
goods and services, whereas market-oriented companies view themselves as satisfiers of
customers. Third, sales-oriented firms direct their products to everyone; market-oriented firms aim
at specific segments of the population. Fourth, sales-oriented organizations place a higher premium
on making a sale, while market-oriented seek a long-term relationship with the customer. Finally,
sales-oriented businesses pursue maximum sales volume through intensive promotion, whereas
market-oriented businesses pursue customer satisfaction through coordinated activities.
Several Reasons for Studying Marketing
First, marketing affects the allocation of goods and services that influence a nation’s economy and
standard of living. Second, an understanding of marketing is crucial to understanding most
businesses. Third, career opportunities in marketing are diverse, profitable, and expected to
increase significantly during the coming decade. Fourth, understanding marketing makes
consumers more informed.

1.1 Importance of Marketing

Marketing has evolved beyond being “product” or “production focused”, where the company
mind-set is “Let’s just build mouse trap.” We know that doesn’t work; there’s no point in producing
unless customers want what we have to sell. There are still pockets of marketing naivete in a
number of industries. For example, some museum curators believe they don’t need marketing.
They think people should appreciate their exhibits, and if they don’t, it is because the public is
ignorant. Perhaps the general public is indeed relatively unsophisticated culturally, but marketing
can be used to educate people.
Marketing is also more advanced than the old sales-oriented days when the action in the
marketplace was “Let’s make a deal.” This mentality still exists in places like some drug companies
that push their sales forces to impress physicians. But usually sales dynamics exist where the
product is perceived to be a commodity. In contrast, marketers should be good at communicating

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product distinctions. As much as direct-to-consumer pharma ads annoy physicians, they attest to
the power of marketing. The ads result in patients asking their doctors for particular brand names.
Marketing is evidence of evolved markets; it signals that an industry or country has moved
beyond production and sales and seeks true relationships with its customers. Today’s marketing
world is truly customer oriented and customer empowered. Marketers seek to identify their
customer’s needs and wants and try to formulate attractive solutions. Marketing can make
customers happier, thereby making companies more profitable. Great companies do great
marketing. And embracing marketing will enhance your career.

1.2 Marketing Framework: 5 C’s

What are the five C’s of marketing? Definition and examples

The Five C’s of Marketing are the five most important areas of marketing. When marketing
executives make marketing decisions, they should consider the five C’s of marketing. The five C’s
stand for Company, Customers, Collaborators, Competitors, and Climate. The five C’s act as a
guideline when we are creating a marketing plan or devising a marketing strategy. A marketing
strategy exists when a company combines all its goals and objectives into one plan.
The Five C’s of Marketing is an extension of the Three C’s, which just covered competitors,
customers, and company. The 5 C’s are a good guideline to make the right decisions, and
construct a well-defined marketing plan and strategy. After carefully analyzing the Five C’s of
Marketing, you are more likely to create an effective marketing campaign.

Five C’s of Marketing – Importance

When trying to satisfy customer needs profitably, we must first understand our external and internal
situation in the marketplace. In this context, ‘marketplace‘ means ‘market‘ in the abstract sense of
the word. We must understand the customer, the commercial environment, and our company’s
capabilities. We must also be able to forecast trends in the company’s ever-changing marketplace.
This is where the 5 C Analysis is useful. It is an environmental scan of the Five C’s of Marketing
which analyzes the micro-environmental and macro-environmental factors. Micro-
environmental and macro-environmental factors are internal and external factors respectively.

Five C’s of Marketing – Description

As mentioned earlier, the Five C’s are Company, Collaborators, Customers, Competitors, and
Climate.

Company
This involves an analysis of the company’s product line, its culture, goals and objectives, and image
in the market. We also look at the company’s technology and experience.
The main aim here is to determine whether the company is in the best position to meet customer
needs.
Collaborators
Collaborators are businesses or entities that can help the company achieve its goals and
objectives.
Suppliers and distributors, for example, are collaborators.

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Customers
It is important to identify your customers and determine which of their needs you are attempting to
satisfy. What tangible and intangible benefits is the customer seeking?
To compete successfully in the marketplace, you need to know what the motivation behind your
customers’ purchases is.
Possible areas of research are market size, market growth, market segments, purchasing
frequency, and seasonal factors.
Competitors
Above all, you need to know who you are competing against in meeting your customers’ needs. Is
the other company a potential threat or an active competitor? How many of them are there?
What are your rivals’ weaknesses and strengths? Is there anything you can do regarding those
weaknesses and strengths?
Climate
When looking at climate, we are assessing macro-environmental factors, i.e., external factors.
The economic environment, political environment, and regulatory environment, for example, are
part of the ‘climate.’
Society’s fashions and trends, i.e., the social/cultural environment, are also part of the ‘climate.’
Examining the climate also includes analyzing the technological environment. What is the impact of
technology on, for example, demand? Some people use the term PEST Analysis when talking
about analyzing the climate. PEST, in this context, stands for Political, Economic, Social,
and Technological.

The Segmentation, Targeting and Positioning model

How to use Segmentation, Targeting and Positioning (STP) to develop marketing strategies?

Today, Segmentation, Targeting and Positioning (STP) is a familiar strategic approach in Modern
Marketing. It is one of the most applied marketing models in practice. In our poll asking about
the most popular marketing model it is the second most popular, only beaten by the venerable
SWOT / TOWs matrix. This popularity is relatively recent since previously, marketing approaches
were based more around products rather than customers. In the 1950s, for example, the main
marketing strategy was 'product differentiation'.

The STP model is useful when creating marketing communications plans since it helps marketers
to prioritize propositions and then develop and deliver personalized and relevant messages to
engage with different audience

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This is an audience rather than product focused approach to communications which helps deliver
more relevant messages to commercially appealing audiences. The diagram below shows how
plans can have the flow from

Audience options > Audience selection > Production positioning

In addition, STP focuses on commercial effectiveness, selecting the most valuable segments for a
business and then developing a marketing mix and product positioning strategy for each segment.

Applying Segmentation, Targeting and Positioning to Digital Communications

STP is relevant to digital marketing too at a more tactical communications level. For
example, applying marketing personas can help develop more relevant digital communications as
shown by these alternative tactical email customer segmentation approaches. This visual from
Dave Chaffey of Smart Insights in his book Digital Marketing: Strategy. Implementation and practice
show how Segmentation, Targeting and Positioning apply to digital marketing strategy.

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It reminds us how digital channels offer new options for targeting audiences that weren't available
previously, but we need to reserve sufficient budget for. For example:

 Search intent as searchers type keywords when comparing products they are interested in
buying
 Interest-based targeting in Facebook, e.g. Prospecting for those interested in Gardening,
Gym membership or Golf
 Targeting through email personalization and on-site personalization based on profile,
behaviour (e.g. content consumed)
This post by Dave Chaffey has examples of 6 layered targeting options for email marketing which
show how the theory of strategic segmentation and targeting can translate into tactical
segmentation and targeting.

There are also new opportunities to make a brand more compelling through offering new types of
value to consumers based on an online or digital value proposition or what Jay Baer has called
Youtility. This can be via content or interactive tools on websites or mobile apps.

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How to use STP?

Through segmentation, you can identify niches with specific needs, mature markets to find new
customers, deliver more focused and effective marketing messages.

The needs of each segment are the same, so marketing messages should be designed for each
segment to emphasize relevant benefits and features required rather than one size fits all for all
customer types. This approach is more efficient, delivering the right mix to the same group of
people, rather than a scattergun approach.

You can segment your existing markets based on nearly any variable, as long as it’s effective as
the examples below show:

Well known ways to segment your audience include:

 1. Demographics

Breakdown by any combination: age, gender, income, education, ethnicity, marital status,
education, household (or business), size, length of residence, type of residence or
even profession/Occupation.

An example is Firefox who sell 'coolest things', aimed at younger male audience. Though, Moshi
Monsters, however, is targeted to parents with fun, safe and educational space for younger
audience.

 2. Psychographics

This refers to 'personality and emotions' based on behaviour, linked to purchase choices, including
attitudes, lifestyle, hobbies, risk aversion, personality and leadership traits. magazines read and TV.
While demographics explain 'who' your buyer is, psychographics inform you 'why' your customer
buys.

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There are a few different ways you can gather data to help form psychographic profiles for your
typical customers.

1. Interviews: Talk to a few people that are broadly representative of your target audience. In-
depth interviews let you gather useful qualitative data to really understand what makes your
customers tick. The problem is they can  be expensive and difficult to conduct, and the small
sample size means they may not always be representative of the people you are trying to target.

2. Surveys: Surveys let you reach more people than interviews, but it can be harder to get as
insightful answers.

3. Customer data: You may have data on what your customers tend to purchase from you,
such as data coming from loyalty cards if an FMCG brand or from online purchase history if you
are an ecommerce business. You can use this data to generate insights into what kind of
products your customers are interested in and what is likely to make them purchase. For
example, does discounting vastly increase their propensity to purchase? In which case they
might be quite spontaneous.

An example is Virgin Holidays who segment holidays into 6 groups.

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 3. Lifestyle

This refers to Hobbies, recreational pursuits, entertainment, vacations, and other non-work time
pursuits.

Companies such as on and off-line magazine will target those with specific hobbies i.e.
FourFourTwo for football fans.

Some hobbies are large and well established, and thus relatively easy to target, such as the football
fan example. However, some businesses have found great success targeting very small niches
very effectively. A great example is the explosion in 'prepping' related businesses, which has gone
from a little heard of fringe activity to a billion-dollar industry in recent years. Apparently now 3.7
million American's think of themselves as preppers or survivalists. A great way to start researching
and targeting these kind of niches is Reddit, where people create subReddits to share information
about a given interest or hobby.

  4. Belief and Values

Refers to Religious, political, nationalistic and cultural beliefs and values.

The Islamic Bank of Britain offers Sharia-compliant banking which meets specific religious
requirements.

A strange but interesting example of religious demographics influencing marketing that you might
not have guessed is that Mormons are really into 'multi-level marketing'. They're far more likely to
be engaged in the practice than any other US group. Going the extra mile with demographic
research can lead to discovering new marketing opportunities and thinking outside the box. For
example, did you know 55-64-year-olds are the most likely age group to buy a new car? But you
don't tend to see them in the car ads. An opportunity waiting to be seized!

 5. Life Stages

Life Stages is the Chronological benchmarking of people’s lives at different stages.

An example is Saga holidays which are only available for people aged 50+. They claim a large
enough segment to focus on this life stage.

 6. Geography

Drill down by Country, region, area, metropolitan or rural location, population density or even
climate.

An example is Neiman Marcus, the upmarket department store chain in the USA now delivers to
the UK.

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 7. Behaviour

Refers to the nature of the purchase, brand loyalty, usage level, benefits sought, distribution
channels used, reaction to marketing factors.

In a B2B environment, the benefits sought are often about ‘how soon can it be delivered?’ which
includes the ‘last minute’ segment -  the planning in advance segment.

An example is Parcelmonkey.co.uk who offer same day, next day and international parcel
deliveries.

  8. Benefit

Benefit is the use and satisfaction gained by the consumer.

Smythson Stationery offer similar products to other stationery companies, but their clients want the
benefit of their signature packaging: tissue-lined Nile Blue boxes and tied with navy ribbon!

Market targeting

The list below refers to what’s needed to evaluate the potential and commercial attractiveness of
each segment.

 Criteria Size: The market must be large enough to justify segmenting. If the market is small,
it may make it smaller.
 Difference: Measurable differences must exist between segments.
 Money: Anticipated profits must exceed the costs of additional marketing plans and other
changes.
 Accessible: Each segment must be accessible to your team and the segment must be able
to receive your marketing messages
 Focus on different benefits: Different segments must need different benefits.

Product positioning

Positioning maps are the last element of the STP process. For this to work, you need two variables
to illustrate the market overview.

In the example here, I’ve taken some cars available in the UK. This isn’t a detailed product position
map, more of an illustration. If there were no cars in one segment it could indicate a market
opportunity.

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Expanding on the extremely basic example above, you can unpack the market by mapping your
competitors onto a matrix based on key factors that determine purchase.

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This chart is not meant to be any kind of accurate representation of the car market, but rather just
illustrate how you could use a product positioning map to analyze your own businesses current
position in the market, and identify opportunities. For example, as you can see in the gap below,
we've identified in a possible opportunity in the market for low-priced family cars.

We're not saying this gap actually exists, I'm sure you could think of cars that fit this category, as
the car market is an extremely developed and competitive market. However, it does show how you
can use the tool to identify gaps in your own market.

An example of a company using STP?

Any time you suspect there are significant, measurable differences in your market, you should
consider STP. Especially if you have to create a range of different messages for different groups.

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A good example of segmentation is BT Plc, the UK’s largest telecoms company. BT has adopted
STP for its varied customer groups; ranging from individual consumers to B2B services for its
competitors. Make sure the market is large enough to matter and customers can be easily

4P’s of Marketing

What Are the 4 Ps?

The four Ps of marketing are the key factors that are involved in the marketing of a good or service.
They are the product, price, place, and promotion of a good or service. Often referred to as
the marketing mix, the four Ps are constrained by internal and external factors in the overall
business environment, and they interact significantly with one another.

The 4 Ps are used by companies to identify some key factors for their business, including what
consumers want from them, how their product or service meets or fails to meet those needs, how
their product or service is perceived in the world, how they stand out from their competitors, and
how they interact with their customers.

KEY TAKEAWAYS

 The four Ps are the four essential factors involved in marketing a good or service to the
public.
 These are the four Ps: the product (the good or service); the price (what the consumer
pays); the place (the location where a product is marketed); and promotion (the advertising).
 The concept of the four Ps has been around since the 1950s; as the marketing industry has
evolved, the concepts of people, process, and physical evidence have become important
components of marketing a product, too.

Four Ps
Understanding the 4 Ps
Neil Borden popularized the idea of the marketing mix—and the concepts that would later be known
primarily as the four Ps—in the 1950s. Borden was an advertising professor at Harvard University.
His 1964 article titled "The Concept of the Marketing Mix" demonstrated the ways that companies
could use advertising tactics to engage their consumers. Decades later, the concepts that Borden
popularized are still being used by companies to advertise their goods and services.

When they were first introduced, Borden's ideas were very influential in the business world and
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were developed and refined over a number of years by other key players in the industry. It was
actually E. Jerome McCarthy, a marketing professor at Michigan State University, who refined the
concepts in Borden's book and created the idea of the "4 Ps," a term that is still used today. In
1960, McCarthy co-wrote the book "Basic Marketing: A Managerial Approach," further popularizing
the idea of the 4 Ps.

At the time the concept was first coined, the marketing mix helped companies account for the
physical barriers that prevented widespread product adoption. Today, the Internet has helped
businesses achieve a greater level of integration between businesses and consumers, and also to
overcome some of these barriers. People, process, and physical evidence are extensions of the
original 4 Ps, and are more relevant to the current trends in marketing.

How the Four Ps Work?

Product
Product refers to a good or service that a company offers to customers. Ideally, a product should
fulfill an existing consumer demand. Or a product may be so compelling that consumers believe
they need to have it and it creates a new demand. To be successful, marketers need to understand
the life cycle of a product, and business executives need to have a plan for dealing with products at
every stage of their life cycle. The type of product also partially dictates how much businesses can
charge for it, where they should place it, and how they should promote it in the marketplace.

Price
Price is the cost consumers pay for a product. Marketers must link the price to the product's real
and perceived value, but they also must consider supply costs, seasonal discounts, and
competitors' prices. In some cases, business executives may raise the price to give the product the
appearance of being a luxury. Alternatively, they may lower the price so more consumers can try
the product.

Marketers also need to determine when and if discounting is appropriate. A discount can
sometimes draw in more customers, but it can also give the impression that the product is less
exclusive or less of a luxury compared to when it is was priced higher.

Place 
When a company makes decisions regarding place, they are trying to determine where they should
sell a product and how to deliver the product to the market. The goal of business executives is
always to get their products in front of the consumers that are the most likely to buy them.

In some cases, this may refer to placing a product in certain stores, but it also refers to the
product's placement on a specific store's display. In some cases, placement may refer to the act of
including a product on television shows, in films, or on web pages in order to garner attention for
the product.

Promotion
Promotion includes advertising, public relations, and promotional strategy. The goal of promoting a
product is to reveal to consumers why they need it and why they should pay a certain price for it.

Marketers tend to tie promotion and placement elements together so they can reach their core

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audiences. For example, In the digital age, the "place" and "promotion" factors are as much online
as they are offline. Specifically, where a product appears on a company's web page or social
media, as well as which types of search functions trigger corresponding, targeted ads for the
product.

Teaching – Learning Activities

TLA 1: BRAIN WRITING

Everyone must write down their ideas about 5C’s, STP, and the 4 P’s pf Marketing.
Each paper is then passed or shown to the person next to them, who builds on the original idea
with their own. After few rounds, the last person to write an idea about the topic must read the
content of the paper for the team to discuss.

TLA 2: Mini-Case Discussion

How to issue an Attractive Credit Card?

A large retail bank wishes to issue a new credit card. The bank wants its customers to use the
card so the bank can make money, of course. In addition, the bank would like to obtain data about
the customer’s profiles, in terms of spending, debt, risk, etc., in at least this one part of their
financial consumption.
Credit cards vary in many ways, and initially the bank managers proposed to issue a card with
fairly high APR (annual percentage rate) and $50 annual fee, and to get the supplementary data.,
they thought they’d issue periodic surveys, about once a quarter, via e-mail. The sole, young
marketer at the table asked, “Well, that’s good for us, but how is it attractive to our customers? Why
would they want this card when there are plenty of cards out there?” One old manager shot a
withering look. But the senior-most manager spoke up and said, “Well, you’re right, we’re only
looking at it at our point of view. What would a card like that our customer would want—and that
can be profitable for us?”
Well, that’ll teach the young person to speak up in the meeting. What would help this marketer?
What steps could the bank take to design a card that would be both optimally appealing to its
customers (and perhaps attract new customers,) as well as optimally profitable to the bank?
A card can vary on many parameters, such as APR, annual fee, brand (e.g. VISA, Mastercard,
Diners), benefits (e.g. affiliation with an airline, or a professional sports team, or one’s college alma
mater). Which features should be recommended to the bank as it designs the credit card?
This bank has a little experience of marketing research as well, so the older managers were
uncertain as to how to proceed. One mentioned a focus group, another suggested an ethnography,
and a third mentioned surveys. The information that is sought, as well as the method by which the
information would be obtained are both to be determined. Naturally, the bank wants to roll out the
new card as soon as possible, and the research project will be underfunded.

Mini-Case Discussion Questions

1. Are the old managers right? All the other banks focus on APR and annual fees. Isn’t that
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what this card should do to be seen as legitimate competitor and not confuse customers?
2. Are the finance people in the room a good proxy for their customers? Are they marketers?
Are the young managers a better proxy than the older ones?
3. What additional information would be helpful to strengthen a recommendation?
4. How would that information best be obtained?

TLA 3: Accomplish this Learning Bank

Deposits Dividends
(What I learned) (How I would use what I learned in life)

TLA 4: Video Exercise

https://www.youtube.com/watch?v=RwKbMHbL8i8

1. Describe the marketing exchange relationship between Southwest Airlines and its
customers?
2. Describe the 5Cs of the marketing framework as they pertain to Southwest Airlines.

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3. How does Southwest Airlines’ approach to providing a total product experience

capture the marketing framework elements of STP and the 4Ps.

TLA 5: CERAE 1-- Sample

ST. RITA’S COLLEGE OF BALINGASAG

MM 1 Marketing Management

Name: Eric Y. Achas

PERSONAL REFLECTION ON MARKETING FRAMEWORK
CERAE# 1
Context
Marketing is captured by the 5C’s, STP and the 4Ps. The 5Cs are customer, company,
context collaboration, and competitors. STP stands for segmentation, targeting and
positioning while 4Ps are product, price, promotion and place.
Experience
When I was a banker, I used to sell our bank products to our customers ranging from
bank deposits to loans. It was not an easy task because we had so many competitors.
We competed for our target market who were the businessmen and women from
Cagayan de Oro. Sometimes, I got lucky to solicit new accounts but most of the time
rejected by many because they were already satisfied with the services rendered by
the other bank.
Reflection
I found it very hard to identify the needs of the of the customer because most of the time
I was not listening to them. I only wanted to sell our bank products not knowing what our
customers really want. Having established a good relationship and services to our
customers made them loyal to banking with us and it was not easy to lure other clients
when they were already satisfied.
Action
In selling bank products to customers, I should ask or perceive their needs and wants
first before offering our products. In order, to know their wants and needs, I will first
establish friendship and camaraderie to them
Evaluation
Indeed, selling bank products is difficult because of the competitors but it is the most
challenging task I ever had especially when I successfully secure loan and deposits
from them. Right attitude and perseverance are need to stay afloat with this kind of
work.

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TLA 6: PORTFOLIO 1: Template is available upon request.

ST. RITA’S COLLEGE OF BALINGASAG

MM 1: Marketing Management
Class of Mr. Eric Y. Achas

NAME: _____________________________ DATE: ___________

COURSE/YEAR: _____________________ SCORE: _________

PORTFOLIO ENTRY #1

Marketing Management
(1) Search
According to Philip Kotler, “Marketing management is for a
the analysis, planning, implementation and control of photo
about
programs designed to bring about desired exchanges Marketing
with target markets for the purpose of achieving
organizational objectives.

Management in the internet. Copy and paste it below. Don’t forget to cite the source of the
picture.

(2) What attracts you to the photo that you have chosen? Relate two factors that are important in
the study of Marketing Management.

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Factor #1:

_________

Factor #2:

_________

Assessment

Short Quiz

Enumeration:
1-5 The 5C’s of Marketing
6-8 The STPs of Marketing
9-12 The 4Ps of Marketing

Assignment
Watch Video Exercise on Soutwest Airlines

RUBRICS (IF ANY)

References

Dawn Lacobucci. Marketing Management, by Cengage Learning, Pasig City, Philippines. First
Edition: 2015

Lancaster G. and Massingham, L. (1988) Essentials of Marketing. Maidenhead, Berkshire,

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England.  McGraw-Hill.

Smith, W. R. (1956). Product differentiation and market segmentation as alternative marketing

strategies. Journal of Marketing. (Vol. 21, Issue 1, July). p3-8.

https://www.investopedia.com/terms/f/four-ps.asp

https://youtube.com

https://www.smartinsights.com/digital-marketing-strategy/customer-segmentation-targeting/segmentation-
targeting-and-positioning/

https://slideshare.com

https://marketbusinessnews.com/financial-glossary/five-cs/

MM 6 Advertising 2020-2021 Module 1