MARKETING REVIEWER
Marketing Mix- It is about
putting the right product or a
combination thereof in the place,
at the right time, and at the right
price. The difficult part is doing
this well, as you need to know
every aspect of your business plan.
It’s a blend of four strategy
elements – product, distributions,
promotions and pricing – to fit the
need and preferences of specific
target market. (Kurts and Boones
2014)
 A marketing expert named
E. Jerome McCarthy
created the Marketing 4Ps
in the 1960s. His creation
become the concept of the
business around the globe.
The marketing 4Ps
becomes the foundations
of marketing mix.
Product- a product is an item that
is produce in order to satisfy the
need and wants of a certain target
market for example a group of
people, individual and even
organizations. The product can be
tangible or intangible in nature as
it can be in a form of good or
services.
Services- are a form of product
that consists of activities, benefits,
or satisfactions offered for sale
that are essentially intangible and
do not result in the ownership of
anything.
3 levels of product
1. CORE PRODUCT - is
NOT the tangible physical
product. You can’t touch it.
That’s because the core
product is the BENEFIT of
the product that makes it
valuable to you. It
addresses the question:
What is the buyer really
buying?
2. ACTUAL PRODUCT - is
the tangible, physical
product. You can get some
use out of it. They need to
develop product and
service features, a design, a
quality level, a brand
name, and packaging.
3. AUGMENTED
PRODUCT - is the non-
physical part of the
product. It usually consists
of lots of added value, for
which you may or may not
pay a premium. It offer
additional consumer
services and benefits
Individual product and services
decisions
1.Communicate and deliver
benefits by product and service
attributes like quality, features,
style and design
2. Product quality refers to the
characteristics of a product or
service that bear on its ability to
satisfy stated or implied customer
needs.
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3. Product Features - Assessed
based on the value to the customer
versus its cost to the company
4. Style describes the appearance
of the product.
5. Design contributes to a
product’s usefulness as well as to
its looks.
6. Brand is the name, term, sign,
or design or a combination of
these, that identifies the maker or
seller of a product or service.
7. Packaging involves designing
and producing the container or
wrapper for a product.
8. Labels identify the product or
brand, describe attributes, and
provide promotion.
9. Product support services
augment actual products.
FOUR SERVICE QUALITY
1. Intangibility refers to the
fact that services cannot be
seen, tasted, felt, heard, or
smelled before they are
purchased.
2. Inseparability refers to
the fact that services
cannot be separated from
their providers.
3. Variability refers to the
fact that service quality
depends on who provides
the services as well as
when, where, and how the
services are provided.
4. Perishability refers to the
fact that services cannot be
stored for later sale or use
5. Brand equity is the
differential effect that
knowing the brand name
has on customer response
to the product or its
marketing.
Brand value is the total financial
value of a brand.
BRAND NAME SELECTION
1. Suggests benefits and qualities
2. Easy to pronounce, recognize,
and remember
3. Distinctive
4. Extendable
5. Translatable for the global
economy
6. Capable of registration and
legal protection
BRAND DEVELOPMENT
STRATEGIES
± Line extensions occur
when a company extends
existing brand names to
new forms, colors, sizes,
ingredients, or flavors of
an existing product
category. Example: KFC
has extended its “finger
lickin’ good” chicken
lineup well beyond
original recipe and now
offers grilled chicken,
boneless fried chicken,
chicken tenders, hot wings,
and chicken bites. A line
extension works best when
it takes sales away from
competing brands, not
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when it “cannibalizes” the
company’s other items.
± Brand extension extends a
current brand name to new
or modified products in a
new category. Example:
Starbucks has extended its
retail coffee shops by
adding packaged
supermarket coffees.
± Multibrands: Companies
often market many
different brands in a given
product category. Example:
the brand name Sony is
used on most if not all of
their products. Sony is the
company or parent brand
name, but you will also see
it on televisions, and on
their PlayStation series
± New brands: A company
might believe that the
power of its existing brand
name is waning, so a new
brand name is needed. Or
it may create a new brand
name when it enters a new
product category for which
none of its current brand
names are appropriate.
Example, Toyota created
the separate Lexus brand
aimed at luxury car
consumers and the Scion
brand, targeted toward
millennial consumers.
± Multibranding: offering
too many new brands can
result in a company
spreading its resources too
thin. Industries
± PRICE- the amount of
money charge for a
specific product or services
over the counter. For
instance, twenty thousand
pesos charge for tuition
fee is a price.
± BUYER-BASED
APPROACH
-a pricing approach deals
with the perceptions of the
buyers or base on the
behavior of the customers.
• a. Perceived value
Pricing – established
pricing based on the
perceptions of the buyers.
Cost has slight to do with
retailing price.
• b. Price Quality
Relationship Pricing – a
pricing practice hinges on
the observations of the
customers that high price
with high quality , low
price low quality.
• c. Odd Numbered Pricing
– a psychological pricing
below a peso amount. For
instance , 99.75 rather than
a flat 100.
• d. Loss Leader Pricing –
pricing practice where the
company reduce the price
of some items which will
generally result to low
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yield of return. is a (DISTRIBUTION
marketing strategy that CHANNEL)- set of
involves selecting one or interdependent
more retail products to be organizations that help
sold below cost – at make a product or service
a loss to the retailer – in available for use or
order to get customers in consumption by the
the door. The loss consumer or business user.
leaders are the products ± Physical Distribution- A
being sold at such marketing function which
low prices as an facilitates the movement of
enticement to buyers to product from manufacturer
step foot in the store. down to the ultimate
consumer. On the broader
scope, physical distribution
• e. Price Lining Pricing – facilitate the movements of
a practice of selling raw materials, parts,
merchandise at a limited supplies to the business
number of pre – productions line. It also
determined price level includes such important
decision such as customer
± COMPETITION BASED service, inventory control,
APPROACH- pricing set material handling,
by the company based on protective packaging, order
the price charge by the processing and
competitors. There are warehousing
two kinds of competition- ± Retailing includes all the
based pricing (Medina activities in selling
2008). products or services
± a. Going rate – pricing directly to final consumers
strategy based on the for their personal, non-
competitors’ price. Price business use.
maybe a little higher or a ± Retailers are businesses
bit lower. whose sales come
± b. Sealed rate- the primarily from retailing.
company set a price a little ± Wholesaling includes all
bit lower than that of activities involved in
competitors. selling goods and services
to those buying for resale
± MARKETING or business use.
CHANNEL
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± Firms engaged primarily in ORGANIZATIONAL
wholesaling activities are FACTORS – organizations ability
called wholesalers. to manage its channels, broad
product line, and channel control.
NUMBER OF CHANNEL COMPETITIVE FACTORS –
LEVELS companies with huge financial
background, management and
Physical flow of products – refers marketing need less of the help of
to the movement of the physical intermediaries. Company with
product from the manufacturer strong finances will offer credit to
through all the parties who take small retailer, have their own
physical possession of the product warehouses, and hire own sales
until it reaches the final consumer. force.
Flow of ownership – shows the
movement of title through the ± SUPPLY CHAIN
channel. MANAGEMENT-
Negotiation flow – encompasses involves managing
the institutions that are associated upstream and downstream
with the actual exchange value-added flows of
processes. materials, final goods, and
Information flow – identifies the related information among
individuals who participate in the suppliers, the company,
flow of information either up or resellers, and final
down the channel.
consumers.
Promotion flow – refers to the
Major Logistics Functions
flow of persuasive communication
1. Warehousing
in the form of advertising.
2. Inventory Management
3. Transportation
FACTORS TO CONSIDER IN
4. Logistics Information
MARKETING CHANNEL
Management -
MARKET FACTORS –
ELEMENTS OF
marketers should consider markets
PROMOTIONAL MIX
capacity to purchase, geographical
locations and its normal order size
1. PERSONAL SELLING – As
PRODUCT FACTORS -
Kotler (2018) stated, it is the
marketers also consider the kind
personal interaction by the firm’s
of product that the company will
sales force for the purpose of
offer. Perishable goods such as
engaging customers, making sales,
fresh fruits and vegetables, milk
and building customer
and fruit’s juice usually move to a
relationships.
short channel.
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2. PUBLIC RELATION –
According to Kotler (2018), it
involves building good relations
with the company’s various
publics by obtaining favorable
publicity, building up a good
corporate image, and handling or
heading off unfavorable rumors,
stories, and events.
3. DIRECT and DIGITAL
MARKETING - involves
engaging directly with carefully
targeted individual consumers and
customer communities to both
obtain an immediate response and
build lasting customer
relationships.
4. SALES PROMOTION -
includes coupons, contests, cents-
off deals, and premiums that
attract consumer attention and
offer strong incentives to
purchase.
5. ADVERTISING - according to
Kurtz and Boone (2013), “it is any
paid, non-personal
communications through various
media about a business firm, not –
for- profit organization, product,
or idea by identified sponsor in a
message intended to inform,
persuade, or remind members of
particular audience.”
1. PERSONAL SELLING-
is the oldest from of
promotion. It involves face
to face communication
between buyers and sellers.
It may also take, video
conferencing, over the
phone that links between
buyers and sellers.
Four Sales Channels
 Over the counter Selling
– selling in retail store,
mostly over the counter
sales are direct to
customer.
 Field Selling – a personal
selling methods usually
employs making sales calls
on prospective and even
existing client at their
offices and homes.
 Telemarketing – a selling
process which conducted
by phone that serves two
general functions sales and
service and serves two
general markets – business
and direct customers.
 Inside Selling – a
combinations of field
selling strategy applies for
inbound and outbound
telemarketing channels
with a strong customer
orientations.
2. PUBLIC RELATIONS-
form of promotion
activities of the company
design to make favorable
impressions or image of
the company to its stake
holder.
Two components of
Public Relations:
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 Publicity – generations of
news pertaining to person,
product or organizations
that appears in broadcast or
electronic media.
 Public Affairs- is part of
public dealings deals with
civic groups. It consist of
two kinds:
 Lobbying – according to
Medina (2008) it is “an
attempt to persuade a
government official to
adopt policies, procedures
or legislations in favor of
the lobbying group or
organization.”
 Community Involvement
– a company initiative to
create participations in
community like sponsoring
community activities like
sponsoring sport events
MAJOR PUBLIC RELATIONS TOOLS
News - PR professionals find or
create favorable news about the
company and its products or
people. Sometimes news stories
occur naturally; sometimes the PR
person can suggest events or
activities that would create news.
•Special events - ranging from
news conferences and speeches,
brand tours, and sponsorships to
laser light shows, multimedia
presentations, or educational
programs designed to reach and
interest target publics.
•Written materials - to reach and
influence their target markets.
These materials include annual
reports, brochures, articles, and
company newsletters and
magazines.
•Corporate identity materials - an
also help create a corporate
identity that the public
immediately recognizes. Logos,
stationery, brochures, signs,
business forms, business cards,
buildings, uniforms, and company
cars and trucks all become
marketing tools when they are
attractive, distinctive, and
memorable.
•Public service activities - Finally,
companies can improve public
goodwill by contributing money
and time to public service
activities.
3. DIRECT AND DIGITAL
MARKETING
± Involves engaging directly
with carefully targeted
individual consumers and
customer communities to
both obtain an immediate
response and build lasting
customer relationships.
a. Digital and social media
marketing: Using digital
marketing tools to engage
consumers anywhere,
anytime via their digital
devices
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b. Digital age: Changing i. Spam: Unsolicited,
customers’ notions of unwanted commercial
convenience, speed, price, email messages
product information, j. Viral marketing: Videos,
service, and brand ads, and other marketing
interactions content that customers
c. Omni-channel retailing: seek out or pass along to
Creating a seamless cross- friends
channel buying experience
that integrates in-store, ± Social media: Independent
online, and mobile and commercial online
shopping communities where
d. Online marketing refers to people congregate, to
marketing via the Internet socialize and share
using company Web sites, messages, opinions,
online ads and pictures, videos, and other
promotions, email content
marketing, online video, ± Mobile marketing features
and blogs. marketing messages,
e. Marketing Websites: promotions, and other
Engage consumers to content delivered to on-
move them closer to a the-go consumers through
direct purchase or other their mobile devices.
marketing outcome ± Direct-mail marketing
f. Branded community Web involves sending an offer,
sites: Present brand announcement, reminder,
content that engages or other item directly to a
consumers and creates person at a particular
customer-brand address. Direct mail is well
community suited to direct, one-to-
g. Online advertising: one communication.
Appears while consumers ± Catalog marketing is a
are browsing online form of direct marketing
h. Email marketing: Sending through print, video, or
highly targeted, highly digital catalogs that are
personalized, relationship- mailed to select
building marketing customers, made available
messages via email in stores, or presented
online.
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± Telemarketing involves
using the telephone to sell Sales Promotions devices:
directly to consumers and a. Premiums b. Consumer contest
business customers. c. Cents – off offers d. Consumer
Marketers use outbound sweepstakes
telephone marketing to
sell directly to consumers 5. ADVERTISING
and businesses and
inbound toll-free numbers  PRODUCT –
to receive orders from persuasive appeal
television and print ads, about the product and
direct mail, or catalogs. services. It focus on the
± Kiosk Marketing – it is a benefits of the product
touch screen technologies and its components.
wherein product or service  PIONEER – presents
messages about a
information and ordering
product class to
machines placed by
motivate primary
companies. claim, like those
focused to cars in
4. SALES PROMOTION- common.
is a short-term promotions  COMPARATIVE –
offers reduce value of the promotional strategy
product or services to that emphasizing
arouse interest to the messages with direct or
buying public. Sales maybe indirect
Methods includes comparison with
consumer sales promotions product and or service
and trade sales promotions. to its closest
competitors.
Promotion methods:
 INSTITUTIONAL –
a. Retailer Coupons
an advertising
b. Trading Stamps
campaign that
c. Product demonstrations
promotes the ideas,
d. Point of purchase
concept, philosophy or
good will of the firms
Promotions techniques to or organizations. Often
encourage customers to buy new related to public
products: relation functions.
a. Free samples b. Price-off  TRADE - strategy that
coupons c. Money refunds design to stimulate
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resellers demand using
trade media.
 COOPERATIVE – personality to a brand.
two or more parties
sharing the cost of an
advertisement.
Selecting Advertising Media
1. Determining reach,
frequency, impact, and
engagement
2. Choosing among major
media types
3. Selecting specific media
vehicles
4. Choosing media timing
Broadcast Media- transmit
sounds or images
electronically such as radio
and television. It also engage
in more senses than reading
and adds as well as motion.
Types of Broadcast Media:
1. RADIO- It has the power to
engage in the imagination
and communicate on a
more personal level than
other forms of media.-
Example: AM/FM Radio
and Satellite
2. TELEVISION- It tells stories,
engages in emotions,
create fantasies, and can
have a great visual impact.-
It is also a good action
medium since it
demonstrates how things
work.- It brings brand
images to life and adds
3. PRINT
Classifications of Magazines
1. Consumer Magazines - are
brought by the general public
for information and/or
entertainment.
2. Farm Publications - directed
to farmers and their families.
3. Business Publications -
published for specific
businesses, industries, or
occupations.
Classifications of Business
Publications:
1. Professional Publications –
magazines directed at a
specific professional groups
such as National Law Review
for lawyers etc.
2. Industrial Magazines -
directed at business-people in
various manufacturing and
production industries.
3. Trade Magazines - targeted
to wholesalers, retailers,
dealers, and distributors
among others.
4. General Business
Magazines - aimed at
executives in all areas of
business such as Forbes,
Fortune, and Business Week.5.
Health Care Publication –
targeted to various areas
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including dental, medical,
nursing sciences and hospital
administration.
Types of Newspapers
1. Classified Ads - advertising
to sell their personal goods
and advertising by local
businesses.
2. Daily Newspaper -
published each weekday in
cities and larger towns
across the country.
3. Weekly Newspaper -
originate in small towns or
suburbs where the volume
of news cannot support a
daily newspaper.
4. National Newspaper – this
is with national circulation
such as Business Mirror or
Business World.
5. FILMS- Often called as a
movie or motion picture. It
is a story conveyed in
moving images.- It is
produced by recording
photographic images with
cameras or by creating
images using animation
techniques or visual
effects.
FORMATS IN PRINT AD
1. THE HEADLINE - Contains
the words in the leading
position in the advertisement
– the words that will be read
first and are situated to draw
most the attention. They are
usually appear in larger type
than other parts of the ad. The
ultimate role of the headline is
to attract attention, engage
the audience, explain the
visual, lead the audience into
the body of the ad, and
present the selling message.
2. THE SUBHEADS - It is an
additional smaller headline
that may appear above the
headline or below it. It may
also appear in the body copy.
They are usually set smaller
than the headline but larger
than the body copy or text.
They generally appear in the
boldface or italic type or a
different color.
3. THE BODY COPY - It tells the
complete story of the ad. It
covers the features, benefits,
and utility of the product
and/or service. It is set in a
smaller type.
4. THE ILLUSTRATIONS - It is
the photograph or drawing
used in a print advertisement.
Its primary function is to
attract attention, and to
encourage a purchase of the
advertised product. It should
also tie the headline and the
copy.
5. THE SLOGANS/TAGLINES -
Also called as taglines or
theme lines. It provides
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continuity to a series of ads in put together without some
a campaign. It helps promotes form of analysis thru:
a memorable positioning • A. finding and measuring
statement in the ads. business opportunities
6. SEALS AND LOGOS • B. targeting and dividing
SEAL- is awarded only when a market into niches
product meets standards • C. suggesting product
established by a particular placement and position in
organization. - These mind of consumer
organizations are recognized
authorities, their seals provide • Competitive Advantage –
an independent, valued the result of a company
endorsement for the matching a core
advertiser’s product. competency to
LOGO Types – are special opportunities it has
designs of the advertiser’s discovered in the market
company or product name. place.
They appear in all company • In analyzing target market,
ads and like trademarks, it give marketers need to
the product individuality and understand this
provide quick recognition at fundamentals of analyzing
the point of purchase. the target market:
1. Planning Marketing:
MARKET ANALYSIS Partnering to Build
Customer Relationships –
• Market analysis – a Philosophy & Strategies
process of identifying your
target market based on 2. Partnering with Other
the possible market Company Departments -
potentials. This includes Value Chain
analyzing customers’
needs and wants, market 3. Partnering with Others
trends, competitors, and in the Marketing System
the environment. Industry – Value Delivery
trends is also important Network
factors to consider in
analyzing market.
• Marketing strategy
Marketing plans can’t but
involves two key
questions: Which
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customers will we serve
marketing analysis provides the information and evaluations needed for all the other mark
activities.

(segmentation and Situation Analysis -> STP -> Marketing Mix -> Implementation in the Market Place
Situation Analysis

targeting)? How will we The process of analyzing:

- Consumer characteristics & trends - Current and potential Collaborators
create value for them - Resources of the Company
- Current and potential Competitors
- The Context or environmental factors

(differentiation and STP Marketing (Segmentation, Targeting and Positioning)

positioning)? Then the Market segmentation requires dividing a market into smaller segments with distinct ne
characteristics, or behaviors that might require separate marketing strategies or mixes.

company designs a Market targeting (or targeting) - consists of evaluating each market segment’s attractive
and selecting one or more market segments to enter.

marketing program—the Differentiation - involves actually differentiating the firm’s market offering to create sup
customer value.
four Ps—that delivers the Positioning - consists of arranging for a market offering to occupy a clear, distinctive
desirable place relative to competing products in the minds of target consumers.
intended value to targeted
consumers.
• At its core, marketing is all • Segmenting Consumer
Markets
about creating customer
• Geographic segmentation
value and profitable
- divides the market into
customer relationships. different geographical
units such as nations,
• Customer Value-Driven regions, states, counties,
Marketing Strategy cities, or even
• The strategic plan defines neighborhoods.
the company’s overall • Demographic
mission and objectives. segmentation - divides the
Thus, marketing strategy market into segments
refers to the marketing based on variables such as
logic by which the age, life-cycle stage,
company hopes to create gender, income,
customer value and occupation, education,
achieve profitable religion, ethnicity, and
customer relationships. generation.
• Age and life-cycle
• Guided by marketing
stage
strategy, the company
segmentation -
designs an integrated divides a market
marketing mix made up of into different age
factors under its control, and life-cycle
which are product, price, groups.
place, and promotion. • Gender
segmentation -
divides a market
into different
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segments based on
gender.
• Income
segmentation - product users.
divides a market
into different
income segments.
• Psychographic
segmentation - divides a
market into different
segments based on social
class, lifestyle, or
personality characteristics.
• Behavioral segmentation
- divides a market into
segments based on
consumer knowledge,
attitudes, uses of a product,
or responses to a product.
• Behavioral Segmentation
• Occasions refer to when
consumers get the idea to
buy, actually make their
purchase, or use the
purchased item.
• Benefits sought refers to
finding the major benefits
people look for in a
product class, the kinds of
people who look for each
benefit, and the major
brands that deliver each
benefit.
• User status: nonusers, ex-
users, potential users, first-
time users, and regular
users of a product.
Marketers want to
reinforce and retain regular
users, attract targeted
nonusers, and reinvigorate
relationships with ex-users.
Usage rate - means
grouping markets into
light, medium, and heavy
Loyalty status - means
dividing buyers into groups
according to their degree of
loyalty.
Another way to analyze potential
market is through the use of
PESTL analysis. A PESTL
analysis is composed of Political,
Economic Factors, Environment,
Societal Trends, and Technological
Developments. This is also
consider as external analysis of the
firms where marketer has to take
advantage. In analyzing external
environment one has to consider
the possible effect of this factors
to your marketing strategy once
implemented. Marketing must be
profound enough to the possible
upshot of your marketing strategy
versus external analysis.
• Political - Determines the
extent to which the
government may influence
on certain industry. For
instance: government
impose new taxes, tax
policies, Fiscal policy,
trade tariff etc.
• Economic - Determines
the economy’s
performance that can
directly affect the
performance of the
industry. For instance,
Inflation rate, foreign
Direct Investment,
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Inflation Rate, economic
growth and etc.
• Social - These factors
analyze the effect of social
environment of the market.
For example, cultural
trends, demographics,
populations etc.
• Technological - These
factors pertain to
innovations in technology
that may affect the
operations of the business.
Examples are, automation,
research and development,
technological awareness.
• Legal - This factors have
both internal and external
sides of the business. For
example are laws that
affect the operations of the
business. Examples;
consumer laws, safety
standards, labor laws.
• Environmental - These
factors include all those
that influence by the
surrounding environment.
Factors of business
environment are climate,
geographical locations,
global changes in climate
etc.
CONDUCTING A SWOT
ANALYSIS
• In a SWOT analysis (or a
situation assessment), you
are going to identify your
company’s Strength,
Weaknesses, Opportunities
and Threats. Such an
analysis is very important
to the preparation of your
plan and to the success of
your operation because it
helps you focus on key
issues. A SWOT analysis
is a good auditing tool to
demonstrate whether a
particular plan is working
and to gauge the current
market environment.
• STRENGTHS– areas
where the operation excels.
Example: well-trained
staff, good location, well-
kept and clean facilities,
strong marketing abilities,
high food quality, and
service that exceeds
customer’s expectations.
• WEAKNESSES - barriers
to success. Example:
boring menu, dirty
premises, poor quality
products, poor service,
high staff turnover, poor
reputation, limited abilities
or resources for marketing.
• OPPORTUNITIES –
chances to increase
revenue or decrease costs.
Example: ineffective
competitor, volume
discount with a reputable
supplier, a new business
opening in your area, an
increased number of tourist
attractions.
• THREATS – refers to the
barriers that could prevent
the company from
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reaching its objectives. 4. Assists in the budgeting process
Example: increased to match resources with marketing
number of competitors, a objectives.
price war with a IMPORTANT NOTE:
competitor, increased Marketing planning involves
taxes, poor economic choosing marketing strategies that
conditions, or road will help the company attain its
construction that disrupts overall strategic objectives.
current traffic patterns. • Market implementation
is the process of turning
The Marketing Plan marketing strategies and
• A marketing plan is plans into marketing
document or a blueprint of actions to accomplish
company’s marketing strategic marketing
strategy for the next years. objectives. Whereas
It establish business marketing planning
activities that Supports addresses the what and
Company’s marketing why of marketing
objectives within the activities, implementation
specified time frame. addresses the who, where,
• - According to Philip when, and how.
Kotler (2003, pp. 115-116),
marketing plans are • Marketing Department
developed for individual Organization
products, lines, brands, • The company must design
channels, or customer a marketing organization
groups. The marketing that can carry out
plan is one of the most marketing strategies and
important outputs of the plans.
marketing process.
PURPOSE OF A 1.Functional Organization.
MARKETING PLAN Under this organization, different
1. Serves as a road map for all marketing activities are headed by
marketing activities of the firm for a functional specialist.
the next year. 2. A company that sells across the
2. Ensures that marketing country or internationally often
activities are in agreement with the uses a Geographic Organization.
corporate strategic plan. Its sales and marketing people are
3. Forces marketing managers to assigned to specific countries,
review and think through regions, and districts.
objectively all steps in the
marketing process.
MARKETING REVIEWER
3. A company with different
products or brands may create a
Product Management
Organization. Under this
approach, a product manager
develops and implements a
complete strategy and marketing
program for a specific product or
brand.
4. A Market or Customer
Management Organization
approach is best suited for
companies that sell one product
line to many different types of
markets and customers who have
different needs and preferences.
5. Large companies that produce
different products, flowing into
many different geographic and
customer markets, employ a
Combination of the functional,
geographic, product, and market
organization forms.
• More and more, companies
are shifting their brand
management focus toward
customer management—
moving away from
managing only product or
brand profitability and
toward managing customer
profitability and customer
equity.
• Marketing control refers
to measuring and
evaluating the results of
marketing strategies and
plans and taking corrective
action to ensure that the
objectives are achieved.
This may require changing
the action programs or
even changing the goals.
• Marketing return on
investment or marketing
ROI is the net return from
a marketing investment
divided by the costs of the
marketing investment. It
measures the profits
generated by investments
in marketing activities.
ELEMENTS OF A
MARKETING PLAN
 Executive Summary - is a
short document or segment
of a paper, created for
business commitments,
that reviews a longer report
or proposal or a group of
related reports in such a
way that prospective
readers can rapidly become
accustomed with a huge
body of material without
having to read it all.
TIPS FOR WRITING
THE EXECUTIVE
SUMMARY
1. Write it for top executives.
2. Limit the number of pages to
between two and four.
3. Use short sentences and short
paragraphs.
4. Organize the summary as
follows: Describe next year’s
objectives in quantitative terms;
briefly describe marketing
strategies to meet goals and
objectives; identify the costs
MARKETING REVIEWER
necessary as well as key resources
needed.
5. Read and reread before final
submission.