MANAGING

THE
MARKETING
FUNCTION
BY: BARNIZO, KATHLEN
MEREGILDO, ARJEL
WHAT IS THE
MARKETING
CONCEPT?
MARKETING  Marketing is a group of

CONCEPT 01 activities designed to facilitate

and expedite the selling of
goods and services

 The marketing concept

02
states that the engineer must try
to satisfy the needs of his clients
by means of a set of
coordinated activities.
 THE ENGINEER AND THE FOUR
P’S OF MARKETING
 The engineering organization will be able to meet the requirements of its clients
(or costumers) depending on how it uses the four P’s of marketing which are as
follows:

The engineering
and the four p’s of 1.) The product (or service)
marketing 2.) The price
3.) The place, and
4.) The promotion
 THE PRODUCT
In a marketing sense, the term “product” includes
the tangible (or intangible) item and its capacity to
satisfy a specific need
Example : When a costumer buys a car, he is actually buying the
comfortable ride he anticipates to derive from the car.
/Taycan 4S CrossTurismo
Understatement was deliberately chosen for Example : The construction company that provides “free estimates”
the exterior of the Taycan. Contrasting with
the metallic black finish, the 21-inch
on whatever inquiries on construction are received.
Exclusive Design rims are painted in
Meissenblue. The “Electric” lettering on the
driver’s door, the model name on the rear Progress of a Product
and the cloud logos on the B-pillars are all
in this special blue from the “Paint to Note: The services
Sample” programme. The front door entry
Example:
provided by the engineer
guards carry illuminated “Jennie Ruby
Jane” lettering, with her nickname “NiNi” manager will be evaluated
10
to be seen in the rear doors. In accordance
20 by the client on the basis
with JENNIE’s wishes, the Porsche
typography of the current 911 generation 60 of whether or not his or
(Type 992) was used. The logo projector in
10 her exact needs are met.
the front doors projects the clouds onto the
ground beside the car. The name of the artist
and “Sonderwunsch” appear on the wheel
hub covers.
THE PRICE
Contents Title
Price refers to “the money or other
considerations exchanged for the purchase
or use of the product, idea, or service”

Contents Title
When products are similar in quality and
other characteristics, price will be a strong
factor on whether pr not a sale will be made

Contents Title
When a type of service becomes
standardized, price can be a strong
competitive tool.
 Figure 11.1 The Engineer Manager and the
Four P’s of Marketing

RESULT

VEHICLE SUCCESS
Or
OBJECTIVES
Product FAILURE
Price
The Marketing
Place
Objectives
Promotion
Of the Engineer
manager
 THE PLACE
 If every factor is equal, costumers
would prefer to buy from firms
easily accessible to them.
 It is very important for companies
to locate in places where they can
1.) Hiring 2.) Selling to 3.) Establishing 4.) establishing
be easily reached by their sales agent dealers in branches where franshise in Add Text
costumers. to cover particular costumers are selected areas. Simple
specific areas located; PowerPoint
areas.
 THE PROMOTION
When engineer manager have products or
services to sell, they will have to convince
buyers to buy from them.
McCarthy and Perreault define promotion as
“communicating information between sellers
and potential buyer to influence attitudes and
behavior.

The promotional tools

1.) Advertising 2.) Publicity

Nylen defines advertising as “a paid The promotional tool that publishes

message that appears in the mass
media for the purpose of informing or
persuading people about a particular
products, services, beliefs, or actions”.
3.) Persona Selling
It refers to the “oral presentation in a
conversation with one or more
prospective purchasers for the purpose
of making a sale.
news or information about a
product, service, or idea on behalf
of a sponsor but is not paid for by
the sponsor.
4.) Sales Promotion
Any paid attempt to communicate
with the customers other than
advertising, publicity, and personal
selling.
STRATEGIC MARKETING FOR
ENGINEERS
 Companies, including those
Text Heremanaged by engineer managers, must
serve markets that are Easy
bestto fitted to their
change colors, capabilities.
photos
and Text.

 Under this set-up, the following steps are made:

Text Here
You can simply impress your audience and add a unique

01 zing and appeal to your Presentations.

SELECTING A TARGET MARKET

02
DEVELOPING A MARKET MIX
 SELECTING A
TARGET MARKET
• A market consist of
individuals or
organizations, or both, with
the desire and ability to buy
a specific product or
services.
• An analysis of a various
segments of the chosen
market will help the
company make a decision
on whether to serve all or
some of the segments
 In selecting a target market, the following steps are necessary:

1.) Divide the total market

into groups of people who
have relatively similar
product or services needs. 03
FACTORS USED IN SELECTING
A TARGET MARKET

The size of
the market
2.) Determine the profit
potentials of each
02
segment.
The number of competitors
serving the market

01
3.) Make a decision on
which segment or
segments will be served by
the company.
DEVELOPING A MARKETING MIX
After the target market has been
identified, a marketing mix must be
created and maintained.
The marketing mix consists of four
variables: the product, the price, the
promotion, and the place (or
distribution)
The engineer manager can
manipulate any or all variables to
achieve the company’s goals.
 To survive, companies must continuously generate
income. To be able to do so, they must be able
to sell enough quantity of their products or services.
Engineering firms are no exception.

The proper management of the marketing function

helps us the engineer manager convince
costumers to patronize the firm. Specifically, the
engineer manager must know how to use
effectively the four P’s of marketing which are the
product, the price, the place,
and the promotion.

An activity called strategic marketing is designed to

make sure that the marketing
objectives of the firm are achieved. Strategic marketing
calls for selecting a target
market and the developing an appropriate marketing
mix.

The marketing mix consists of the appropriate levels of

SUMMARY product quality price,

promotion, and place.