Republic of the Philippines

Sorsogon State College

ENGINEERING & ARCHITECTURE

Sorsogon City

2nd SEMESTER, SY 2021

Name: JERICO A. LOTERTE Course: BSME-2B Date: MAY 2021

Module #12

Chapter 11: Managing the Marketing Function

Comply the following:

1. Read the whole chapter

2. Provide a diagram for the four (4) of an engineer. Explain the diagram

Product Price Place Promotion

tangible item exchanged for proximity convincing the
it satisfies the purchase of costumers buy to buyers
needs of consumer products place that is introducing the
money and other accessible products and
consideration can services to market
be used
 In the figure above, you can see the 4 P’s of the market. It is very important for an
engineer to understand it, because it will become his basis in his business or firm. The
four P’s are product, price, place and promotion. In the market, these are the basic
information that needs to be studied because your business life will revolve around it.
Even if it is easy to understand, it could be hard to apply considering also factors that
can affect the business or firms.

3. Answer case No 11

Samuel and They have their

Antonio were When they met in contributions and
classmates and the reunion they assigned their
they pass the decided to work. However,
board exam and construct their they encounter
work in different own firms problems as they
company go through.

In the figure above, it shows the sequence of Antonio and Samuel in establishing their own firms.
They were classmates and graduate and pass the board exam to become chemical engineer. They
work in different firms and they gained experience which will be useful as they go ahead. When
they have their reunion, they decided to establish their own firm and started to give their
contribution in building the company. But as they go through, they encounter problems like the
nature of market. The essence of this story for me is we will encounter problem as we go through
or as our goal gets higher. After passing the board exam, you will face the workplace and it will
not be easy especially for the beginners. However, the importance of this is experience that will
be useful in the future. If one or group will decide to build their own firm, it will be best to study
first how you firm will work or think of the struggles that will be encountered.

QUESTIONS FOR REVIEW AND DISCUSSION

1. How may the marketing concept be explained? Is it applicable to engineering firms?

The marketing concept states that the engineer must try to satisfy the needs of his clients by
means of a set of coordinated activities. When clients are satisfied with what the company
offers,they continually provide business.

2. What is meant by the term "product"?

The term “product” includes the tangible (or intangible) items and its capacity to satisfy a
specific need.

3. How may the engineer manager meet the threat of a competitor's product?

When a competitor comes into the picture and sells the same type of service, the pressure to
improve the quality of services sold will be felt. When improvements is not possible, “extras” or
“bonuses” are given to clients. An example is the construction company that provides “free
estimates” on whatever inquiries on construction are received.

4. Why is price said to be a strong competitive tool?

Because when products are similar in quality and other characteristics, price will be a strong
factor on whether or not a sale will be made.

5. What are the some of the possible measures to make products easily available to customers?

There are five ways to make a product or service more useful:

a. Vary performance -- make more (or less) powerful

b. Improve quality

c. Add new capabilities without adversely affecting ease of use

d . rovide a wider range of products

e. Personalize

6. How may the engineer manager convince the buyer or client to patronize the firm?

How may the engineer manager convince the buyer or client

to patronize the firm?


For the engineer manager to convince the buyer or client to patronize the firm,

he may use any of the following promotional tools:

- advertising

- publicity

-personal selling sales

-promotion

7. What is advertising? What are the types of advertising media?

- Advertising is a paid message that appears in the mass media for the purpose ofinforming or
persuading people about particular products, services, beliefs, oraction. The types of
advertising media include television, radio, magazines,newspapers and internet.

8. May the engineer manager use publicity in promoting his firm? Cite an example.

- In marketing, publicity refers to the promotional tool that publishes news orinformation about
a product, service, or idea on behalf of a sponsor but is notpaid for by the sponsor. An example
of publicity is when a newspaper features acertain product like a mobile phone without being
paid by the manufacturer ofthat product

9. In selecting a target market, what must the engineer manager do?

In selecting a target market, the following steps are necessary:

- Divide the total market into groups of people who have relatively similarproduct or service
needs.

- Determine the profit potentials of each segment.

- Make a decision on which segment or segments will be served by thecompany

10. What factors must be used in selecting a target market?

- In selecting a target market, the following factors must be taken intoconsideration:

a. the size of the market, and

b. the number of competitors serving the market