Implementation
WEEK1- Monday - The process of turning your marketing
Marketing Strategies
- It refers to a business’ overall game plan
for reaching prospective consumers and
turning them into customers of the
products or services the business
provides
- Contains the company’s value
proposition, key brand messaging, data
on target customer demographics, and
other high- level elements
Ansoff’s Strategy Matrix
- It states that the business has the
probability to grow by existing markets
and using particular strategies
- These strategies involve making the
most of existing markets and products,
introducing new products or entering
new target markets
 Market Penetration
o The strategy is to reduce
promoting heavily
 Producer Development
o The strategy is to develop new
products serving the same
market
 Market Development
o The strategy is to develop new
markets for existing products
 Diversification
o The strategy is to develop new
products for new markets
strategy into real-life actions: tasks and
projects, people responsible for them,
and deadlines
- It is about bringing your marketing plan
to life, instead of living on paper, it starts
living on a day-to-day calendar because
it’s translated into action
Benefit
- It makes expectations around deadlines
clear
- It builds accountability through task
ownership
- It gives your team a road map to follow
for getting things done
- It ultimately makes the plan you’ve
crafted a reality
Evaluation and Control
- It is the process of determining the
effectiveness of a given strategy in
achieving the organizational objectives
and taking corrective actions whenever
required
- Control can be exercised through
formulation of contingency strategies
and a crisis management team
- Evaluation requires you to assess if
adjustments have to be made in order to
address changes in the environment
WEEK1- Tuesday
Traditional Approaches
- I relies on offline strategies, including
direct sales, direct mail (postcards,
brochures, letters, filers), tradeshows,
print advertising (magazines,
newspapers, coupon, books, billboards),
referral (also known as word-of-mouth
marketing), radio, and television
Marketing Mix
- It is defined as a set of marketing tools
(4Ps—Product, Price, Place, Promotion)
that a business blends to offer to the
target market and get the response it
wants from them
 - It refers to the set of actions pr tactics
that a company uses to promote its
brand or product in the market
 Poduct
o This is the company offering. This
offering may be tangible or
intangible.
 Price
o This indicates the value of an
offering. This value is represented by
its monetary value.
 Place
o This refers to where the offering can
be found. This is represented by the
location where the product can be
bought.
 Promotion
o This refers to communicating about
the other 3Ps to encourage
exchange.
 Customer’s needs
o This refers to the needs that have to
be satisfied.
 Customer’s cost
o This refers to the value that has to
be given up by the customer to be
able to acquire the product that can
satisfy his/her need.
 Customer’s convenience
o This refers to the ease of acquiring
or getting a product that can satisfy
his/her need.
 Communication to customer
o This refers to the information that
reaches the consumer to be aware
about a product that can satisfy
his/her need.
WEEK1- Wednesday
Contemporary Approaches
- It focuses on the customer and their needs
toward the product and the services
- They use different tactics and strategies to
build a relationship with their clients and
targeted audiences
- Contemporary approaches to marketing
includes the following:
o Relationship Marketing
 Strategy that helps the brand
to develop a strong
connection with their
customers
 It helps the brand in forming
long term bonds with their
loyal customers
 It is essential to maintain an
established relationship with
customers and other brands
these days--- it benefits
brands as it helps them
understand their audience in a
long run
o Industrial Marketing (B to B—
Business to Business)
 Branch of marketing which
involves one business dealing
or marketing their goods and
services to another business
 Rather than the customer
base, the brand are targeting
 industrial consumers in the
type of marketing
o Social Marketing
 An approach of marketing
which seek to bring any social
change
 It integrates many theories
and tactics with other plans to
achieve social change
 Aims to benefit individuals
and different communities on
sociality
 Should not be mistaken with
social media marketing in any
way
 This approach focus on
changing human behavior
 This branch of marketing
works for the welfare of the
people which helps the brand
to create their positive image
in the eye of the customer
Remolded Marketing Mix
- Dr. Roberto distinguishes the base P from
the support Ps
- The base P is the product, which is the
value offering. Then the other Ps are
classified as the three support Ps. They are
responsible ringing the base P to the target
market.
o Placement
o Pricing
o Promotion
AIDA Model
 Awareness- uses advertisements,
promotions, webinars, podcasts, etc.
 Interest- uses web contents, social
media blogs, email campaigns, etc.
 Desire- uses self promotion such as
brochure, white papers, e-books, etc.
 Action- uses case studies, data sheets,
e-learning, etc.
WEEK1- Thursday
Business Model
- It is the description of how your
business makes money
- It’s an explanation of how you deliver
value to your customers at an
appropriate cost
Social Marketing Approach
- It is an approach used to develop
activities aimed at changing or
maintaining people’s behavior for the
benefit of individuals and society as a
whole
- It helps you to decide which people to
work with, what behavior to influence,
how to go about influencing this
behavior and, finally, how to measure if
you have been successful or not
Relationship Marketing
- It is a strategy designed to foster
customer loyalty, interaction and long-
term engagement
 - It is designed to develop strong are products that do not have physical
connections with customers by providing presence
them with information directly suited to
their needs and interests and by
promoting open communication

Product Levels
Characteristics of Relationship Marketing
Approach
 Concern- strong relation can be maintained
by knowing and understanding the needs of
customers
 Trust and Commitment- relationship
marketing focuses on developing strong
relationship between buyers and sellers
through trust and commitment
 Service- those companies which see
service to customer as a cost and only are
concerned about their market share will
never be able to retain customers
- Adapted from Kotler and
Armstrong(2014), the three product
levels include the core, actual product,
and augmented products
- In Principles of Marketing, !4th Edition of
Philip Kotler, Northwestern University
and Gary Armstrong, Brunel University,
UK
- The concept of a Core Product
originates from Philip Kotler, in his 1967
book- Marketing Management: Analysis,
Planning and Control

WEEK2- Monday

Remodeled Marketing Mix

- Marketing mix is a combination of
marketing tools that a company uses to
satisfy their target customers and
achieving organizational goals
- Product refers to the goods and services
offered by the organization. A pair of  Core Benefit- the benefit that a product
shoes, a plate of rice, a lipstick, all are brings to the customer
products  Actual Product- refers to tangible
- Products may be tangible or intangible. objects related to the physical quality
Tangible products are those with visible and the design
or measurable characteristics and
referred to as goods. Intangible products
  Augmented Product- consist of
measures taken to help the consumer
put the actual product to be used
Product Attributes
- These are specific characteristics like
quality, features, and designs that make
up a product
 Quality- refers to the durability of a
product conformant to requirements and
performance at an acceptable price
 Features- defined as a physical
characteristic of a product that
contribute to the benefit it offers
 Designs- defined as a combination of
how a product looks and how it perform
WEEK2- Tuesday
Consumer or Household Goods
Classification
- Consumer product can be classified and
used to consider consumer buying
behavior
 Convenience Products
o Products that can involve
frequent purchases where buyer
exert little effort
 Shopping Products
o Products that is not are not as
frequently purchased as
convenience good
o Usually not consumable and take
a long time to buy due to
comparison shopping
 Specialty Products
o Products which has unique
feature and branding
o Consumer will exert time, effort,
and money to buy this kind of
products
 Unsought Products
o Products that are not usually
searched by consumers, thus it is
more difficult to identify the
consumers of this product
Product Mix (Product Portfolio)
- It is defined as the total assortment of
products that a company sells
- Product mix is composed of four
dimensions and these are width, length,
depth, and consistency
WEEK2- Wednesday
BCG Matrix
- The Boston Consulting Group’s product
portfolio matrix (BCG Matrix) is
designed to help with long- term
strategic planning, to help a business
consider growth opportunities by
reviewing its portfolio of products to
decide where to invest, to discontinue or
develop products
- It is also known as the Growth/ share
matrix
 WEEK2- Thursday

Pricing
- Defined as the cost of the product that
indicates its value. It is the amount of
money that the consumer pays to own a
product

Product Life Cycle (PLC)

- It refers to the length of time a product is
introduced to consumers into the market
until it’s removed from the shelves
- The life cycle of a product is broken into
four stages--- introduction, growth,
maturity, and decline
Product Pricing Strategies
- These are strategies directly related to
the product

____________WEEK 3- Tuesday__________
The Concept of General Principle Strategies
and the Concept of Price Adjustment
Strategies
1. General Pricing Approaches- the price that
the company will charge generally not lower
than the cost and not higher than the
consumer’s perception.
 Cost-Based Approach- based on the
cost of producing, distributing, and
promoting ofthe product.
- Cost-Plus Pricing- pricing a product
by determining the cost then add the
mark up
Mark-Up Price + Unit Product Cost
Desired ROS
- Break-even Analysis- pricing that has
no loss nor gain.
- Target Profit Pricing
 Value-Based Approach- setting the
price based on the perceived value of the
product. Opportunity Pricing
- Consumer perceptions of value.
 Competition-Based Approach-
benchmarks on the competitor’s price.
Offers substitute product with relatively
same price.
-What competitors are changing
2. Price Adjustment Strategies
Quantity being sold X Price = Sales
a. Discount and Allowance Pricing-
deduction in price on purchase
b. Segmented Pricing- sets different
pricing to consider psychological and
behavioral factors. (Ex. In cinemas,
discounts for senior citizen and
students)
c. Psychological Pricing- setting the
price using the customer’s emotional
response
d. Promotional Pricing- setting the price
to entice customer to buy during the
discount price period.
e. Geographical pricing- pricing based on
the geographical location
_________WEEK 3- Wednesday________
Place
- Refers to the location where the product
can be brought.
- It outlines how and where a company
will place its products and services in an
attempt to gain market share and
consumer purchases.
- Also, act of putting a product in a tv
show, film, or webpage.
- Place decision is associated with the
distribution channel
Distribution Channel
- Major purpose of marketing is to satisfy
human needs by delivering products of
various types to buyers when and where
they want them and at a reasonable
cost.
- Set of interdependent organization
involved in a production of product.
- The “when and where” is the function of
distribution.
- MAIN FUNCTION: provide information
 - Promotion- disseminating
communication about offerings.
- Financing- acquisition and allocation of
funds to cover the cost of the distribution
channel.
- Matching- adjusting the offer to suit a
buyer’s need including upgrading,
assembling, and packaging.
- Negotiation- an agreement on quality,
price, and other terms of offer.
- Physical Distribution- transport of
goods from warehouses, contact, finding
and communicating the prospective
buyers.
- Risk Taking- assumes natural
commercial risk
Distribution Objective- may vary depending
on the product
- Minimize total distribution cost to a given
service output.
- Determine the target segment and
channel for each channel.
Structure of Distribution Channel
1. Direct Distribution Channel-
manufacturer to consumer
2. Indirect Distribution Channel
Wholesaler & Retailer- Intermediaries;
companies that sell to businesses.
Wholesaler- They are channel members that
buy large quantity of goods from manufacturer.
Retailer- channel members that buy from
wholesalers and resell to consumers.
Logistic Management
- Planning, execution, and control of
movement of product.
- It is a supply chain management
component that is used to meet
customer demands through the
planning, control and implementation of
the effective movement of related
information, goods and services from
origin to destination.
Functions of Logistic Management
 Order Processing- packaging, picking,
and delivering occurs.
 Warehousing- storing and handling of
products happen.
 Inventory Control- constant flow of
products is managed.
 Transportation- movement of goods
from one location to another.
________WEEK 3- Thursday__________
Push and Pull Strategies
 Push Strategies- originate from the
manufacturer and are generally directed
to the wholesalers and retailers.
Businesses attempts to take their
product to their customers.
 Pull Strategies- originate from
manufactures and are directed to the
consumer or end user. Get the
consumer to come to you. In its term, it
pulls the customer in.
 - Creates a strong demand wherein
retailers are forced into stock filling the
manufacturer’s product.
Promotion
- Refers to communicating the base P
(product) and the other support P’s
(price and place) to encourage a sale.
- Through promotion, a company creates
target market awareness, interest,
desire, and action (AIDA) towards a
product offering.
Promotional Activities
1. Advertising- non personal/personal
communication that utilizes the media.
2. Sale promotion- personal/non personal
communication that represents old
marketing activities to boost sale into
short term.
3. Personal selling- personal
communication of a sales representative
4. Public Relation (PR) Activity- help in
managing communication between a
company and its relevant public. (Press
Release)
5. Direct Marketing- non personal
communication where companies
directly communicates with the
customers.
Promotional Mix- combination of the
promotional activities that the company does.
__________WEEK 4- Thursdsy___________
Relationship Development
- It is the action of causing the repetitive
connection and evolution towards
accomplishing the common purposes of two or
more people.
Relationship Development Strategies
Core Service Provision
- Delivering the benefit offering satisfactory.
- Perceived service quality
- Perceived value factors to
- Satisfaction consider
Switching Barriers
- Obstacles and course switching the service
barriers include customer inertia and switching
costs. (For example. Mobile companies offer
phones with lock in period)
Relationship Bonds
- Uses relationship ties to develop to
develop customer loyalty.
Levels
- Financial Bonds- financial benefits
towards tendering the relationship.
- Social Bonds- social connection that
works for tendering the relationship.
- Customization- customized offering to
develop the relationship through
customer intimacy, anticipation,
innovation, and mass customization.
- Structural Bonds- customized value
added innovation for better interaction.
WEEK4- Monday
Relationship Marketing
- It is a strategy designed to foster
customer loyalty, interaction and long
term management
- It is designed to develop strong
connections with customers by providing
them with information directly suited to
their needs and interests and by
promoting open communication

The Value of Customers
- It is a perception of what a product is
service is worth to a customer versus
the possible alternatives
- Worth means whether the customer
feels she/he got benefits and services
over what she/he paid
The Loyalty Ladder
- Loyalty in marketing is defined as
devoted patronage towards the product
- Loyalty toward the product goes through
strategies or stages
 Prospect- possible buyers of the
product
 Customer- the company succeed to
make the first sale; prospect become
a customer
 Client- the company succeed to
make repeat sale; customer become
a client and become loyal to the
product/ services
 Advocate- the company succeed to
make the client an advocate
Customer Lifetime Value (CLV)
- It is a fundamental part of customer
relationship management (CRM)
strategy, as it emphasizes the focus of
the customer journey on the importance
of long-term customer relationships
- CLV helps businesses make important
decisions about different departments
like: sales, marketing, product
development, and customer service and
support
WEEK4- Tuesday
Relationship Develop Strategies
 Relationship Development- it is the
action of causing the repetitive
connection and evolution toward
accomplishing the common purposes of
two or more people
 Delivering the benefit offering
satisfactory, it takes into consideration
customers’ expectation from the benefit
offering and meeting his expectation
 Obstacles for switching the service
barriers include costumer inertia and
switching cause
 Strategy that uses relationship ties to
develop customer loyalties
Levels of Relationship Bonds
 Financial
o Financial benefits that work
towards strengthening the
relationship
o It establish pricing and it lowers
the prices and more frequent
purchases
 Social
o Social connection that works
towards strengthening the
relationship
 o It has a personal relationship and
continues within the customer
 Customization
o Customized offering that works
towards strengthening the
relationship through customer
intimacy, anticipation, innovation,
and mass customization
 Structural Bonds
o Structural links that work toward
strengthening the relationship
through customized value added
innovative services to make the
customer more productive
WEEK4- Thursday | WEEK5- Monday
__________WEEK 4- Wednesday_________
Cultivating Customer Relationship Characteristics of Filipino
- Businesses must not only aim to sell Entrepreneurs/Businessmen
their products once but also to repeat  In Terms of Interest
sales from satisfied customers. o More females than males that are
engaged in the early stage
Customer Equity entrepreneurial activities in the
Total lifetime value a company can Philippines
generate from all of its customer  In Terms of Age
Combination of customer lifetime of all the o Entrepreneurship in the country
current and potential customers. attracts more young individuals
 In Terms of Educational Attainment
Three types of Customer Equity o Almost half of
1. Value Equity- customer’s objective entrepreneurs/businessmen in
evaluation of offers of the firm. Derives the early stage development
from the quality, price, and convenience have finished secondary school
of the products. o Entrepreneurship have high
2. Brand Equity- the customer’s
levels of education
subjective view of the firm and its
 Entrepreneurial Decision-Making
offerings.
o It includes critical thinking,
3. Retention Equity- customer’s view as a
creative thinking and strategic
strength of the relationship between the
thinking
customer and the firm. (loyalty
 Risk
programs, special recognition)
o It includes internal, external and
Brand risk management
Is an identifying symbol, mark, logo, name,  Cognitive Adaptability
word, and/or sentence that companies use to o It requires qualities of flexibility,
distinguish their product. dynamism, and self control on the
A combination of one or more of those part of the
elements can be utilized to create brand entrepreneurs/businessmen
identity.
Legal protection given to a brand name is Customer Service Strategies
called trademark. - It is a plan that covers how the company
Company’s valuable asset. will interact with its customers
- It focuses on the needs of the consumer