WELCOME

TO
ENTREP 2021
Objectives:

1.Explain the Marketing function and the

marketing mix;
2.Apply the 7 P’s by which the enterprise
will engage competitors and gain
customers ;
 Introduction:

Marketing is about creating and accumulating

customers. Marketing plans are designed to
capture market share and defeat competitors.
The marketing function and the marketing mix
serve the overall business strategy.
 1. Positioning
Is the context of a
marketing battle
plan.
 Three objectives;
a. Enterprise perspective. –scans the market environment and
decides to position itself with products which specifically
address the needs of a chosen target.
Competitive
perspective.
The enterprise has
to differentiate and
distinguish itself
from its
competitors.
 3. Customer’s perspective – positioning is the
way the customers perceive the enterprise and
its product or services in their mind.
 Longitude – in the marketing map represents the product features and attributes of
competitors.

Latitude – lays out

what is important
to the different
customers
segments from
their differing
points of view.
2.Product – the tangible goods or the intangible
services that the enterprise offers to its customers in
order to satisfy their needs and to produce their
expected results.
1. Breakthrough products – offer completely
new performance benefits.
2. Differentiated products – try to claim a new space in the
mind of the customers different from the spaces occupied by
existing products
3. Copycat products – will not much
impression on the customer’s mind.
4. Niche products – do not intent to
compete directly with the giants.
3. Packaging
Purpose of Packaging;
1.Identify the products
2.Differentiates the product from the
competitors.
3.Lengthens the lifespan, physically protects
and extent the usefulness of the product.
4.It has become an environmental issue
5.Price of the product.
4. Place
Initial location Screening
1. The number of customers
2. The density or number of customers per
unit area
3. Access route
4. The buying habits of customers
5. Locational features such as parking
spaces, foot access creature comforts
and the like.
In similar way the entrepreneur must be able
to determine the price that comes with the
location.
1. The cost of buying or renting, renovating and
operating the location
2. Customer volume, drop-in rates
3. Revenues based on the volume and mix of
goods and services expected to be sold at
certain prices.
4. Price
Final Choice of Location;
1. The image and location condition
2. Exact fit to target customers.
3. Clustering of competitors establishement
4. Future area development
5. Fiscal and Regulatory requirements
5. People
Why people are considered
the ultimate marketing
strategy?
The people sell, push, searc hard,
distribute, promote,price and sell the
products in the most attractive market
place.
The Marketing efforts of people are
organized in four levels;
1. To create customers awareness
2. To arouse customer’s interest.
3. To educate customers as they evaluate
their buying choices.
4. To close the sale and deliver the
products.
6. Promotion
The Ayala Group has been able to build tremendous credibility in
over a century of service to the Filipino people. Their bank, the
bank of the Philippine Islands, is a conservative, safe but growing
financial institution with a tremendous following from corporates,
high net worth individuals, and ordinary depositors. Its Ayala Land
offerings sell upscale lots and condominiums like hot cakes.
Buyers know that Atala can deliver quality properties and that
these properties would be able gain market value easily.Ayala’s
reputation in building Makati City has spilled over to its numerous
commercial centers and high class subdivisions in many key
locations. All Ayala has to do in its promotion campaign is to
announce that it is “AYALA” building the property and the people
will buy.
6. Promotion
* Is the explicit communication strategy
adopted by an enterprise to elicit
patronage, loyalty and support not only
from its customers but also from its other
significant stakeholders.
PROMOTION
7. PRICE
• Depends on the business objectives set by the
enterprise.
In a deeper sense, why do we need an
entrepreneur in our society?
THANK YOU
AND GOD
BLESS.