PRESENTED BY: CHRISTINE L.

COMETA, RPM, MBA

PRESENTED BY: CHRISTINE L. COMETA, RPM, MBA
PRESENTED BY: CHRISTINE L. COMETA, RPM, MBA
PRESENTED BY: CHRISTINE L. COMETA, RPM, MBA
PRESENTED BY: CHRISTINE L. COMETA, RPM, MBA
LEARNING TOPICS
1. Marketing Misconceptions
2. Defining Marketing
3. Marketing’s Roots and Evolution
4. Change Drivers Impacting the Future of Marketing

MARKETING IN TODAY’S BUSINESS MILIEU

MISCONCEPTION NO. 1: Marketing is all about
advertising.

THE REALITY: Advertising is just one way that

marketing is communicated to potential
customers. Advertising is highly visible to the
general public, so many people naturally think of
advertising when they think of marketing.

A famous axiom: Good advertising makes a bad

product fail faster.

MARKETING IN TODAY’S BUSINESS MILIEU

MISCONCEPTION NO. 2: Marketing is all about
selling.

THE REALITY: The general public also experiences

a lot of selling. Much of this day-to-day selling is in
retail store environments. Selling, or more correctly
“personal selling,” is simply another method of
marketing communication. Marketers have to decide
on a mix of marketing communication approaches that
(in addition to advertising and personal selling) might
also include public relations/publicity, sales
promotion, and direct marketing. Later chapters
discuss how and when each might be most effective in
communicating the message.

MARKETING IN TODAY’S BUSINESS MILIEU

MISCONCEPTION NO. 3: Marketing is all about the
sizzle.

THE REALITY: Yes, some aspects of marketing are

inherently fun and glitzy. Hiring Tiger Woods as a
celebrity spokesperson had to be a real thrill for
everybody at Nike, not to mention the pleasure and
fun it gave Nike fans. But marketing also has aspects
that involve sophisticated research, detailed analysis,
careful decision making, and thoughtful development
of strategies and plans. For many organizations,
marketing represents a major investment and firms are
naturally reluctant to invest major resources without a
reasonable level of assurance of a satisfactory payback.

MARKETING IN TODAY’S BUSINESS MILIEU

MISCONCEPTION NO. 4: Marketing is inherently
unethical and harmful to society.

THE REALITY: Marketing is no more inherently

unethical than other business areas. However, when
some element of marketing proves to be unethical (or
even illegal), it tends to be visible to the general
public. Untrue advertising claims, arm-twisting sales
tactics, and nonenvironmentally friendly product
packaging are a few very visible examples of
marketing not behaving at its best..

MARKETING IN TODAY’S BUSINESS MILIEU

MISCONCEPTION NO. 5: Only marketers market.

THE REALITY: Everybody does marketing. Everybody has a stake in the success of marketing.
Regardless of your position in a firm or job title, learning how to do great marketing is a key
professional asset. People with strong marketing skills achieve greater success—both on the job and
off. If you’ve never thought of yourself in the context of being a “personal brand” that needs to be
effectively communicated, just consider how useful such an approach could be in job seeking or
positioning yourself for a promotion.

MARKETING IN TODAY’S BUSINESS MILIEU

MISCONCEPTION NO. 6: Marketing is just
another cost center in a firm.

THE REALITY: The mindset that marketing is a cost,

rather than an investment, is deadly in a firm because
costs are inherently to be reduced or avoided. When
management doesn’t view marketing as earning
its keep—that is, marketing being able to pay back
its investment over the long term—it becomes
very easy for firms to sub-optimize their success in
the long run by avoiding investment in brand and
product development in favor of cutting costs. This
is the classic argument that successful firms must
simultaneously monitor costs to ensure short-term
financial performance while also investing in
marketing to ensure long-term competitive strength.

MARKETING IN TODAY’S BUSINESS MILIEU

WHAT IS MARKETING?
1. Internal Marketing
Internal marketing is the task of hiring,
training, and motivating able employees
who want to serve customers well.
2. Performance Marketing
Financial Accountability
Social Responsibility Marketing
Social Initiatives
Corporate social marketing
Cause marketing
Corporate philanthropy
Corporate community involvement
Socially responsible business
practices
MARKETING IN TODAY’S BUSINESS MILIEU
WHAT IS DEFINING
MARKETING?
the action in the business of
promoting and selling
products or services
including market research
and advertising.

MARKETING IN TODAY’S BUSINESS MILIEU

What is Marketing Management?
Marketing management is the art and science of
choosing target markets and getting, keeping, and
growing customers through creating, delivering, and
communicating superior customer value.

Marketing Management Tasks

Develop market strategies and plans Shape market offerings

Capture marketing insights Deliver value
Connect with customers Communicate value
Build strong brands Create long-term growth
 Marketing vs. Digital Marketing
UNDERSTANDING THE BASIC CONCEPTS

MARKETING
Marketing is an organizational function
and a set of processes for creating,
communicating, and delivering value
to customers and to managing
customer relationships
in ways that benefit the
organization and its stakeholders.
DIGITAL MARKETING
Digital marketing can be described as
actively promoting products and services
using digital distribution channels as an
alternative to the more traditional
mediums such as television, print, and
radio.

PRESENTED BY: TIN COMETA

MARKETING IN TODAY’S BUSINESS MILIEU
 WHAT IS MARKETED?
GOODS
SERVICES
EVENTS & EXPERIENCES
PERSONS
PLACES & PROPERTIES
ORGANIZATIONS
SIMPLE MARKETING SYSTEM
INFORMATION
IDEAS

PRESENTED BY: TIN COMETA

MARKETING IN TODAY’S BUSINESS MILIEU
STRUCTURE OF FLOWS IN A MODERN EXCHANGE ECONOMY

MARKETING IN TODAY’S BUSINESS MILIEU

CORE MARKETING CONCEPTS

Needs, wants, and demands

Target markets, positioning, segmentation
Offerings and brands
Value and satisfaction
Marketing channels
Supply chain
Competition
Marketing environment

MARKETING IN TODAY’S BUSINESS MILIEU

FIVE TYPES OF NEEDS
Stated needs (the customer wants an
inexpensive car)
Real needs (the customer wants a car whose
operating cost, not initial price, is low)
Unstated needs (the customer expects good
service from the dealer)
Delight needs (the customer would like the
dealer to include onboard GPS navigation on
the system)
Secret needs (the customer wants friends to
see him or her as a savvy consumer)

MARKETING IN TODAY’S BUSINESS MILIEU

NEW CONSUMER CAPABILITIES

A substantial increase in buying power

A greater variety of available goods and services
A great amount of information about practically anything
Greater ease in interacting placing and receiving orders
An ability to compare notes on products and services
An amplified voice to influence public opinion

MARKETING IN TODAY’S BUSINESS MILIEU

HOLISTIC MARKETING DIMENSIONS

MARKETING IN TODAY’S BUSINESS MILIEU

The marketing mix is defined by Philip
Kotler as a “set of marketing tools that
the firm uses to pursue its marketing
objectives in the target market.”
What does that mean? Every business
has at least four elements that they
need to integrate into their marketing
plan to ensure the business is
successful.

MARKETING IN TODAY’S BUSINESS MILIEU

MARKETING’S ROOTS
AND EVOLUTION
Pre-Industrial Evolution – Marketing was done on a one-to-one basis
between the firm and the customer.
Focus on Production & Products – Industrial evolution focuses on meeting
demand one item at a time to mass production via assembly lie (product
orientation).
The advent of the Marketing Concept – demand for goods and services
focus on family & and region nowadays.
Focus on selling – push product into the hands of customers.
Post-marketing concept approaches – customer–centric (put the
customer at core/center).

MARKETING IN TODAY’S BUSINESS MILIEU

The marketplace isn’t what it used to be…

INFORMATION TECHNOLOGY
GLOBALIZATION
DEREGULATION
PRIVATIZATION
COMPETITION
CONVERGENCE
CONSUMER RESISTANCE
RETAIL TRANSFORMATION

MARKETING IN TODAY’S BUSINESS MILIEU

10 TOP TRENDS
DRIVING THE FUTURE
OF MARKETING
Mobile is going to become the center of marketing
Transparency will dictate brand-customer relationships
The need for good content will not slow down. Ever
User-generated content will be the new hit
Social will become the next Internet
Brands will own their audience
Brands solely focused on Millennials will go out of relevance
Good brands will behave like product companies and not like service companies
Personalized, data-driven marketing will become more refined.
More accurate metrics will surface

MARKETING IN TODAY’S BUSINESS MILIEU

APPLICATON QUESTIONS:

1. WHY IS MARKETING IMPORTANT?

2. WHAT IS THE SCOPE OF MARKETING?
3. WHAT ARE SOME FUNDAMENTAL MARKETING CONCEPTS?
4. HOW HAS MARKETING MANAGEMENT CHANGED?
5. WHAT ARE THE TASKS NECESSARY FOR SUCCESSFUL MARKETING MANAGEMENT?

MARKETING IN TODAY’S BUSINESS MILIEU

References

Marshall, G.W., Johnston, M. (2015). Marketing Management, Second

Edition. New York, NY: McGraw-Hill Education

Marshall, G.W., Johnston, M. (2009). Marketing Management. New

York, NY: McGraw-Hill/Irwin

Moody, G. (2018). Introduction Of Digital Marketing. New York;

Slideplayer.

MARKETING IN TODAY’S BUSINESS MILIEU