WEEK 1: INTRODUCTION TO MARKETING ● The outer loop shows the exchange of

information and communication between

4-7 P’s of Marketing - Curler sellers and buyers and
1. Product ● The inner loop shows us the basic premise
2. Price of exchanging goods/services for money.
3. Place (e.i. distribution)
4. Promotion (e.i. advertising)
5. People
6. Processes
7. Physical Evidence

PRINCIPLES OF MARKETING

Marketing
- an organizational function and a set of
processes for creating, communicating, and
delivering value to customers for managing 1. Environment
customer relationships in ways that benefit ● The data gathered can help students be
the organization and its stakeholders financially literate by providing the
- Value of the product or service knowledge and understanding of finance
- Getting your consumers to buy your product regarding how it would work in the real
world, as well as the adverse factors that
through communication
affect their budgeting skills.
- Content
- Is about meeting needs profitably 2. Communication
● The data gathered can help students be
financially literate by providing the
Organization - Business knowledge and understanding of finance
Stakeholders - Customers (internal task regarding how it would work in the real
environment) world, as well as the adverse factors that
affect their budgeting skills.
Goals of Marketing
3. Information
● Understand the customer to satisfy the
● This is the data or knowledge received by
changing needs & wants
the industry (sellers) as they continuously
● introduce/innovate product to improve
engage in transactions with the market
quality of life
(buyers)
● Effective customer-driven management
strategies
● Develop programs to deliver superior
Strategic
value
- Long-term
● Mutually beneficial and profitable
- Customer segmentation
customer relationship.
- Target market selection
● Capture customer value
- Value positioning
● Promote value regard to society’s
well-being
Tactical
- Short term, flexible
The Marketing System
- Value Development
● Lays out the ecosystem for Marketing. It
- Product design and development
shows the different touch points of a
- Product portfolio management
marketing process
- Service development
 - Value communication
- Sales promotion strategies
- Sales force strategies
- Advertising
What is Being Marketed:
- Products: tangible or intangible goods,
services, ideas, etc that are being marketed
to customers
- Experiences
- Services
MARKETING 101
1. Product Management (1950s-1906s)
● During this period, many products were
seen as generic or commodities by the
consumers because they had no positioning
or unique branding
Key Function of Marketing
● Generate demand for products
● Develop a product
● Determine the price
● Do the promotion
2. Brand management (1970s-1980s)
- Brand equity means its value
- As the internet age dawned, customers
became more well informed, connected and
open to changes. Marketing focused on
human emotions and introduced “Emotional
marketing, experiential marketing, and
brand equity”
- Brand management discipline emerged in
marketing practices
Approaches to Marketing
1. Traditional
● Anything except digital means to brand your
product/logo
● Focuses on: production methods, product
quality, and expensive selling
● Direct paper mail, telemarketing, television,
print ads, radio, brochure
● Advantages: faster results (if right target),
durability, the level of trust
● Disadvantages: Difficulties in measuring,
high-costs, static, timing, customization
2. Contemporary
● Compromises a set of modern techniques
and methods applied by organizations in
promoting products/brand and concerns
about the relationship with customers and
the market
● Social media marketing and relationship
marketing
● Marketing approach aimed at building
long-term relationships with customers and
based on the use of information,
communication, and digital technologies

3. Customer management (1990s-2000s)

● Marketers placed customers at the heart of
marketing activities, replacing products.
This is seen as a way to generate more
demands
● Marketing become more strategic and
focused on customer management
discipline such as segmentation, targeting,
and positioning (STP)
● Main goal: to know customers

The aim of marketing is to make selling

UNNECESSARY, SUPERFLUOUS
WEEK 2: THE CUSTOMER
● Needs
○ A state of felt deprivation about something
that is deemed to be necessary
○ The basic forces that motivate a person to
do something
● Wants
○ A specific manifestation of your various
needs
○ Shaped by a person’s individuality and
some other factors such as culture,
personality, and knowledge
○ “Processed needs”
● Demands
○ Wants backed by purchasing power.
○ Without a purchasing power, a “Want” is
simply something on a wish list
Marketing Goals
● Compass of a marketing plan
○ They are defined objectives that set
the intentions of a marketing team.
Marketing goals mirror the
long-term/short-term needs of a
business
■ Awareness
■ Change perception
■ Loyalty to brand
■ engage
WEEK 3: MARKET RESEARCH
1981 - Mcdonald’s Opens in Morayta
Jollibee
- Started in 1975 as a Magnolia Ice Cream
Parlor in Cubao, QC, later converted to a
Jollibee
- 1981- 10 stores
- No product to match the “Big Mac”
- Uses Porter’s five forces Analysis
Market Information System (MIS)
3 Sources:
1. Company
a. Sales records (engagement in your
campaign)
b. Customer Information
2. Market Intel/Intelligence -
knowledge/networking
a. News subscriptions
b. Social network/ salees network
c. Current events/communities
3. Other Market Research (MR)
a. Primary Data - you research yourself
b. Secondary Data
What is Market Research?
- Systematic design, collection, analysis and
reporting of evidence based data relevant to
a specific marketing situation
The Research Process (DDCAF)
1. Define the problem
2. Develop the Research Plan
3. Collect info - RRL, environmental analysis
4. Analyze
5. Present findings
Different Types of Market Research
1. Target Marketing
2. Positioning
3. Concept product Testing
4. Advertising/Copywriting
5. Customer Satisfaction
6. Pricing
 Key Steps in Each Stage of Development of
your Campaign on Social Network

1. Define your Target Audience (How)

● What is
○ Age Range of your audience
○ Gender distribution
○ Main and secondary occupations
○ Average level of income
○ Level of education
○ Lifestyle
○ Value system like
○ Position in the household
○ Consumer behavior: when, where,
what, and why do they buy?

3. Publish it on social media

2. Create Relevant Content to Reach your
Audience (What is Relevant Content)
● Check the overall quality of your content:
○ Inform, entertain, move, or
educate your audience
○ Respond to the interests and
concerns of your target audience
○ Respond to questions from
customers and frequent users of
your industry
○ Clarify misunderstandings or
misconceptions relation to your
industry or sector
● Optimize your blog posts
● Offer added value in different formats that
spur diffusion
● Optimize profiles and publishing strategies
on social media networks
● In order to make your proposal clear, favor
the arrival of new followers, and the retain
the followers you already have
Marketing Transformation Model
● Renovate
a. Means to find a more efficient way to
do the old thing we’ve always done
● Evolve
● Transcend
WEEK 4: THE MARKETING ENVIRONMENT and
its Opportunities
The Strategic Marketing Process (5)
● It seeks to establish a clear and concerted
direction for all marketing activities of an
organization. It includes plans to reach
specific goals/objectives.

1. Business Setting Analysis/Situational

Analysis (Internal Environment)
- Taking stock of a firm or product’s past
performance, where it is now, and where it
is headed
 ● Vision Mission Values
- Businesses exist for various
purposes and establish missions
and goals.
- the statement of its direction.
- Goals are the targets the
organization has set to be achieved
within a specific time frame.
● Portfolio Analysis
● Financial Analysis
● Internal partner Analysis
2. External Environment
● Macro-PESTLE (employment rates..)
● MESO-target groups
● Micro-one to one interactions
● Porter’s 5 forces
Where is the opportunity?
- Opportunity is in the place where people are
complaining
3. Objective Setting
● Extract issues from SWOT matrix
- Organization’s appraisal of its
internal strengths and weaknesses
and its external opportunities and
threats
● Formulate SMART GOAL objectives to
address key issues
4. Marketing Strategy Development
● Segmentation, targeting, positioning (STP)
- Market Segmentation: Sorting
potential buyers into groups that
have common characteristics and
needs and will respond similarly to a
marketing program
- Targeting (your best customers):
analyze the size and potential
growth of each customer group, use
PEST analysis
- Positioning (your offering): to
identify how you want to position
your product to target the most
valuable customer segments.
● Marketing strategic options 3-core; 11-sub
● Translating Strategies to action plans
Porter’s Generic Competitive Strategies
● Product differentiation
○ Creating uniquely desirable products
and services
○ The ability to deliver high-quality
products or services.
● Focused
○ Offering a specialized service in a
niche market
○ Concentrate on particular niche
markets and, by understanding the
dynamics of that market and the
unique needs of customers within it,
develop uniquely low-cost or
well-specified products for the
market.
○ They serve customers in their
market uniquely well, they tend to
build strong brand loyalty amongst
their customers. This makes their
particular market segment less
attractive to competitors.
● Cost leadership
○ being able to produce with less,
without sacrificing the quality
○ Increasing profits by reducing costs,
while charging industry-average
prices.
 ○ Increasing market share by charging unrelated product lines and enters
lower prices, while still making a new markets
reasonable profit on each sale
because you've reduced costs.
Examples

Samsung started as a small trading company

SUB CATEGORIES OF STRATEGIES which then branched out into electronics,
securities, textiles, food processing, retail, and
insurance

In the 80s, Samsung was known as a producer of

electronics. They thought of branching out into
other sectors, therefore they formed the
Samsung Aeronautics (aircraft) in 1987 and
Samsung Motors in 1994 (automobile)

After creating the largest woolen mill in the

country during the 50s, Samsung diversified into
new industries such as insurance, securities, and
retail

Integration Strategies - takes control of business

b. Related Diversification
processes usually in the supply chain
- Occurs when the company adds to
● BACKWARD - buying the supplier -
or expands its existing line of
roasting facility
production or markets
● FORWARD - buying the reseller, retailers,
- A new product to enhance another
distributors - Cicada retail chain of stores
product
● HORIZONTAL - buying competitors of same
products - Seattle’s Best
Examples
Intensive Strategies - presence in market
After starting a fire and marine insurance
● Market Penetration - in same region,
company, Samsung diversified into another
intensifying campaigns, using prices to sector of the insurance industry by founding the
penetrate the market (SRP) in that same Dongbang insurance
region
● Market Development - ibang country, To enter the tablet market, Samsung unveiled the
different regions, talks about geographic Samsung Tab in 2010.
side
Samsung Electronics entrance the wireless
● Product Development - changing your earbuds market by introducing the Gear Icon X
offering to the customers

Diversification Strategies
Defensive Strategies
● Diversification - a corporate strategy to
a. Alliances
produce new opportunity by creating new
- A strategic alliance is an
products that will be introduced in new
arrangement between two
markets
companies to undertake a mutually
beneficial project while each retains
Forms of Diversification
its independence
a. Unrelated Diversification
b. Retrenchment
- A form of diversification when a
- An act of cutting down or reduction,
company introduces new or
particularly of public expenditure, to
 keep the profits up and regulate the ● Priorities
losses ● Core values
- Demarketing process: stop any ● Shared histories
business activities without deleting ● Language
the product
i. Divestment 2. Personal
- The process of selling ● Age
subsidiary assets, ● Life cycle
investments, or divisions ● Occupation
of a company in order to ● Economic circumstance
minimize the value of the ● Demographics
parent company ● Gender & preferences
c. Liquidation Strategy ● Disposable income
- sell and use the money to pay off ● Physical location
your creditors ● Affect how goods and services are viewed
- Totally sell everything, bankruptcy ○ Differences in taste and preferences
○ What they can and cannot buy
5. Evaluation and Control ○ Access to services
● Periodic Monitoring and Evaluation should
be done to make necessary adjustments
due to deviations

**NASA KAHOOT
- 3 generic strategies of Michael porter: cost
leadership, differentiation, focus
- Aim to become a market leader

LESSON : CONSUMER BEHAVIOR

● COnsumer is the central point and all the
marketing activities
● Is the study of knowing how individual
customers, groups or organizations select,
buy, use, and dispose ideas, goods, and
services to satisfy their needs and wants
● Refers to the actions of the consumers in
the marketplace and the underlying motives
for those actions

Customer Vs Consumer
● Customer: buys products or services
● Consumer: uses the business products, do
not use but bought

Factors that Affect Consumer Behavior

1. Culture
● Subcultures
● Social classes
● Overall culture of a group
● Behavior among sub-cultures of a group
3. Social ● For fast moving goods to reach the mass
● Groups market, distribution channels have to
● Family roles extensive and neighborhood driven, as well
● Status as focusing on public markets and
● Norms of behavior convenience stores
● Unwritten code of conformity ● To reach higher income markets, large
● Aspirational groups supermarkets chains are preferred
● What should they wear
● Who to aspire Financial Implications of Social Class: Age vs Life
● Where to go Cycle
● Bachelors - tend to spend on a lot on
personal effects such as portable electronic
devices and clothes
● Newly Married Couple - tend to spend a lot
on furnishing homes, dining, and travels
● Full Nest stage - prioritize spending for
children
● Empty nest stage - no longer supporting
children; resurgence in personal spending

INDIVIDUALISM 4. Psychological
- Group that is more independent, mostly ● Motivation - needs, desires, wants that drive
seen in western countries the individuals to achieve something
● Perception - set of processes by which an
COLLECTIVISM individual becomes aware of & interpret
- Stay together as family information
● Learning - involves changes in an
● Shirt individual’s behavior arising out of a new
○ Buyer motivation - from personal knowledge/experience
gain towards products, services, and ● Belief - a descriptive thoughts that a person
experiences that can be shared and holds about something
enjoyed with others ● Attitude - person’s enduring favorable and
● Pro-social unfavorable evaluations; emotional feelings,
● Benefit beliefs, and action tendencies; towards
some object or idea
Rethinking Retail
- Selling directly to consumers through mobile
and digital
Enlighted Consumption

How do the different socio-economic classes

behave?
● Products that target the broad market are
typically advertised in vernacular while
products that cater to upscale are more
advertised in English 4 P’S
● The wealthier the socio-economic class, the 1. Production Policy
greater the need for personal space 2. Price Policy
3. Decision regarding channels of distribution
4. Decision regarding sales promotion
LESSON: Market Segments
● Specific group of consumers
● Segmenting is focusing on a specific market
or a specific group of people, as opposed to
trying to attract everyone to buy your
products or services
Why Do Market Segmentation:
● A mass marketing approach will, by all
means, work for some products that serve a
sole purpose to everyone
● Enables a business
○ To target different groups of
customers
○ By adapting their services and
marketing collateral to suit each
targeted segment best,
○ Resulting in much-wanted brand
advocacy and long-term growth
Systematic Segmentation
1. Conduct wide survey
2. Process the Data
3. Profiling
4 TYPES OF MARKET SEGMENTATIONS
1. Geographic
● Target customers based on a predefined
geographic boundary. Differences in
interests, values
2. Demographics
● Target customers based on variables such
as age, gender, educational level, family
size, occupation, and income
3. Psychographic
● Target customers based on intrinsic
psychographic traits that can range from
values, personalities, attitudes, motivators,
lifestyle, and opinions.
4. Behavioral
● Target customers based on their attitudes
towards the brand, the way they use it, and
their knowledge base
How to use it?
- Tunnels
- Venn diagrams
Creating the “PERSONA”
● Paint a multi-dimensional picture of the
individual/s we want to engage
● Spans the customer’s passions,
demographics, digital & social behaviors &
contribution to a brand
● Developed after confirming the correct
customer segments to engage with
Tips in targeting market segment
● Always consider a firm’s size and growth
objectives
● Assess cultural attractiveness of the
potential market
● Identify the firm’s objectives and resources
● Assess the segment’s potential for
economies of scope (planning for long-term
growth)
● Haw empathy towards the opinion of target
market
SEGMENTATION
1. Consumer market (Business to Consumer
(B2C))
● Individual Consumers
2. Organizational market (Business to
Business (B2B))
● Businesses, institutions, government units,
other groups
● Ex: manufacturers, wholesalers and retailer
chains, local government units, non-profit
orgs, hospitals, health care
Organizational Market Segmentation
● Characteristics
○ Few buyers
○ Inelastic demand
○ Close buyer/customer relationship
○ Geographical concentration
○ Derived demand
○ Fluctuating demand
○ Large buyers
○ Professional purchasing
Types of Organizational market
 a. Straight rebuy: the buyer routinely orders
something without modifications
b. Modified rebuy: the buyer wants to modify
product specifications, price, terms of
suppliers
c. New Task: the buyer purchases a product
or a service for the first time

Roles in Buying Process

a. Gatekeeper: controls the information to be
reviewed by the members
i. Buyer may screen advertising
material & salespeople
b. Decider: makes the buying decision
whether they have formal authority or not.
Could be the owner, the engineer, or even
the buyer
c. Buyer: has formal authority to select and
purchase products or services and the
responsibility to implement and follow all
procurement procedures
d. Influencer: affects the purchasing decision
by providing technical information or other
relevant information
e. Initiator: initials perceives a problem and
initiates the buying process to solve it

The Buying Process

a. Need Recognition - should recognize a
problem
b. Need Description
c. Product Specification - what do we need
d. Supplier Search
e. Proposal Solicitation
f. Supplier Selection
g. Order Routine Specification
h. Performance Review

Locking in the Client

● The supplier must be strategically
differentiated versus other possible
suppliers
● Create tremendous switching costs
● Offer highly invaluable goods and services