MODULE 4

MANAGERIAL
MANAGEMENT

CHRISTOPHER MARK AL KHARL MARK JOSHUA KIAN

ABRIGO BARACA DAVID OBLIQUE RUFINO SAYSON TOLENTINO
 MODULE 4
➣ Making Marketing Decisions
➣ Managing Products Lines and Brand
➣ Designing and Managing Services
➣ Designing Pricing Strategies and Programs
MAKING MARKETING
DECISIONS
"Your brand is what other people say about
you when you're not in the room. Every
marketing decision contributes to that
conversation." - Jeff Bezos
Marketing Decision
It involves understanding the process of making
effective marketing decisions based on market
research, consumer behavior, and industry trends.
It's essential to consider factors such as target
audience, product positioning, and competitive
analysis.
Success Indicator: Positive
Customer Response
A successful marketing decision is marked by a positive
customer response, indicating the alignment of the product
or service with customer needs, leading to satisfaction and
ultimately, maximizing the return on investment (ROI).

Others: Increase sales and revenue, market share

growth, brand awareness and recognition, customer
retention and brand loyalty and advocacy.
Challenges in Making
Marketing Decisions

1. Accuracy in Targeting

2. Reliance on Data Driven Insights

3. Detailed Planning and Execution.

 1. MARKETING MIX DECISIONS
☑ PRODUCT DECISIONS
☑ PRICE DECISIONS
☑ PLACEMENT (DISTRIBUTION)
TYPES OF DECISIONS
MARKETING ☑ PROMOTION DECISIONS
DECISIONS 2. MARKETING OBJECTIVES DECISIONS
3. MARKETING STRATEGIES DECISIONS
4. COMPANY TARGET DECISIONS
5. PRODUCT AND MARKET SCOPE
DECISIONS
1. MARKETING MIX DECISIONS
PRODUCT DECISIONS
☐ Product type, design and features.
☐ Brand name
☐ Packaging
☐ Warranty and services
☐ Functionality
EXAMPLE:

Apple's decision to focus on sleek

design and user-friendly
features is a comprehensive
approach to product decisions.
1. MARKETING MIX DECISIONS
PRICE DECISIONS
☐ Pricing Strategy (penetration, skim, etc)
☐ Price discrimination
☐ Bundling
☐ Price flexibility
☐ Seasonal pricing
☐ Cash & early payment discounts
☐ Volume discounts & wholesale pricing decisions
EXAMPLE:

Amazon's dynamic pricing

strategy based on real-time
market demand.
1. MARKETING MIX DECISIONS
PLACEMENT DECISIONS
☐ Channels of distribution ☐ Market coverage (Exclusive,
☐ Inventory management inclusive, or selective
☐ Distributor partnerships distribution)
☐ Retailer selection ☐ Warehousing
☐ Logistics
EXAMPLE:

Coca-Cola's distribution strategy,

ensuring availability in diverse locations
worldwide.
1. MARKETING MIX DECISIONS
PROMOTION DECISIONS
☐ Advertising
☐ Sales promotions
☐ Public relations/publicity
☐ Direct Marketing
☐ Social Media Marketing
☐ Mobile Marketing
☐ Web Marketing
☐ Search Engine Marketing &
Optimization
☐ Content Marketing
☐ Word-of-mouth Marketing.
EXAMPLE:

Nike's successful use of social media

influencers for brand promotion.
 2. Marketing Objectives Decision.
Setting SMART goals is an important aspect of strategic decision-making. Decisions
include defining target audience, brand positioning, budget allocation, market
segmentation, and establishing measurable success metrics.

Specific
Measurable
Attainable
Realistic
Time-bound
 ☑ Market Penetration ☑ Product Development
How to get a bigger share in our current Creating new products or improving
market. existing ones.

3. MARKETING
STRATEGIES DECISIONS
☑ Market Segmentation ☑ Diversification
Dividing our audience into groups for Strategies
Exploring new markets or products.
targeted strategies.
☑ Positioning of Products
Deciding how we want our products or
brand to be perceived.
EXAMPLE:

McDonald's McCafé
introduction as a strategy for
product diversification.
 4. Company Targets Decisions

☑ Setting Sales ☑ Customer Loyalty &

Retention Strategies
Targets
Defining specific goals for Planning initiatives to keep
the number of products or existing customers satisfied
services to be sold. and coming back.

☑ Budget Allocation ☑ Cost Savings

Deciding how much money to
Initiatives
allocate for Marketing activities. Identifying ways to operate
efficiently and save on
expenses.
EXAMPLE:

Walmart's focus on customer

loyalty through its discount
programs.
☑ Expanding or Contracting Markets ☑ Introducing New
Deciding whether to reach into new
Products/Services
Strategically adding new
markets or focus on current ones.
offerings to meet evolving
customer needs.

5. PRODUCT AND
MARKET SCOPE
DECISIONS

☑ Discontinuing Existing Products/Services

Evaluating the relevance of current offerings and considering discontinuation.
 EXAMPLE:

Google's expansion into new

markets through the
introduction of diverse
products and services.
 Process of Marketing
1. Defining 2. Gathering
Decision Making
Marketing
Market Data
Objectives
3. Analyzing Consumer Needs

4. Developing
5. Selecting Marketing
Marketing
Mix Elements & Key Strategies
Performance Indicators

7. Evaluating
6. IMPLEMENTING
Marketing
MARKETING PLANS Performance
 Conclusion

MARKETING DECISIONS ARE IMPORTANT FOR A SUCCESSFUL BUSINESS STRATEGY.

ADOPTING A HOLISTIC APPROACH ENSURES WELL-INFORMED, COST-EFFECTIVE
CHOICES, IMPERATIVE IN TODAY'S DYNAMIC BUSINESS ENVIRONMENT FOR COMPANIES
TO REMAIN COMPETITIVE AND SUCCESSFUL.