Lecture No.

1
 What is Marketing and What is NOT
Marketing
 Marketing – is the process of continuously and
profitably satisfying the target customer’s needs,
wants, and expectations superior to competition.
 Marketing is NOT Selling (Selling is the central
function in the daily business operations)
 Marketing is NOT Advertising (Advertising function
is to inform, persuade, and remind)
 Marketing Research
 Product Planning
 Pricing
 Distribution
 Customer Service
 Promotions (which includes: Advertising,
Public Relations, Sales and Sales Promotions)
 Good and Bad Marketing Habits of Pinoys.

 What is Good Marketing for Pinoys?

 Good and Bad Marketing Habits of Pinoys.

 What is Good Marketing for Pinoys?

 What is Bad Marketing Pinoys?
 Company
 Customer
 Competition
 Company Customer
 Competition Customer
 New USERS (Who uses the product or service?
Or service used?)
 Extended USERS (Who can still use the
product or service?)
 New USAGE (For what purpose is the product
or service used?)
 More USAGE (When and in what occasions is
the product)
 The ratio of the brand’s sales versus the total
sales in the market.
 The indispensable component for a firm to
continuously satisfy its customers. It must also
go hand-in-hand with honor.
 Needs
 The basic reason or the minimum requirements
consumers look for in a product or service.
 Wants
 The determining dimension among many choices.
 Expectations
 The values or intangibles associated with the
product or service.
 Features
 Product attributes offered by a company
 The “reasons why”
 Advantages
 What these features can do.
 Benefits
 Advantages that meet the explicit needs and wants
of the customers.
VICKS brand name has a very strong brand
image (feature)
Virtually enables the product to sell itself
(advantage)
Assure you of fast inventory turnover and
increased profits due to strong product
movement (benefits)
 Better than Before
 Better than Others
 Better than Expected
 Work in group
 Choose two competing companies in the same
industry (ex: Globe vs Smart in telcom, Waltermart
vs Robinson’s in supermarket) One satisfied your
needs, the other did not.
a. Describe the typical consumer of this product or
service category.
b. Explain what needs and wants were satisfied and
exactly how they were satisfied.
c. In areas you were not satisfied, what should he
company do in order for you to satisfy?
 Vision
 Explains the company’s future and what it intends to
be)

 Mission
 What is our business? – it defines the needs and
wants of the market)
 KFS : Key Factors for Success
 Identifies the limited number of controllable as well
as uncontrollable functions, activities, factors, or
even bottlenecks that must be managed well to
outperform competition in the present market)
 SWOT : Strengths-Weaknesses-Opportunities-
Threats Analysis
 Strengths-Weaknesses (Internal environment of a
company)
 Opportunities-Threats (External environment for a
company)
 SWOT : Strengths-Weaknesses-Opportunities-
Threats Analysis
 Opportunities-Threats (External environment for a
company)
 Market Segmentation (Marketing mix)
 Target Market Positioning
 Product
 Placement (Distribution)
 Promotions
 Pricing
 Marketing
 Production
 Finance
 Personnel
 Good marketing strategy is not enough. It should
also have good people to implement the strategies.

 Corporate culture is the pattern of values and

beliefs shared by people in an organization. It is
the way people in an organization’s think, feel, and
behave in a given situation.

 Corporate climate related to how people in an

organization perceive the extent to which the
organization is fulfilling their expectations.
 Marketing/Sales people are trained to be risk-
takers while people in the Finance are more
cautious.
Market Orientation is the marketing concept in
action, reflected in a firm’s values, beliefs,
activities and milestone for consistent work
behavior.
 Sales-Driven
 A company would resort to push the effort or would use its
sales force and other trade promo activities to sell its products
and services.
 Market-Driven
 The dimension of identifying the customer’s needs, then
producing and promoting products in accordance to the
customer’s needs.
 Customer-Driven
 Applies market-driven to a specific group of the firm’s
preferred customers, such as big volume buyers, needing
special attention.
 Market-Driving
 Involves looking into the latent needs of the unserved and
underserved markets.
 What are the latest marketing tactics and
strategies being used?
Prepare for a Quiz
Next meeting..