MARKETING
direct profit responsibility and cannot be expected to consider public interest

PUBLIC RELATIONS
‡no direct profit responsibility and promise the best opportunity for long-term growth and prosperity ‡ preventive, remedial (crisis), and promotional

‡a marketing organization is to justify a selling situation

MARKETING & PUBLIC RELATIONS ‡common goal: the publics¶ and consumers¶ recognition and patronage of a company¶s products and services ‡common denominator: communication ‡imbalance = expect loss in maximum operations efficiency .

INTEGRATED MARKETING COMMUNICATIONS the process of managing all sources of information about a product/service to which a customer or prospect is exposed which behaviorally moves the consumer toward a sale and maintains customer loyalty (Don Schultz) a way of conceptualizing the whole process instead of focusing on such parts as advertising. direct marketing and so forth (Practitioners) a concept that recognizes the added value of a comprehensive plan that evaluates the strategic roles of a variety of communication disciplines and combines these disciplines to provide clarity. sales promotion. and maximum communication impact ( AAAA) . public relations. consistency.

THE VIEW OF THE SOCIETY social responsibility. social conscience. corporate soul = survival or institutionalization of companies Social Marketing ± an organization should assess and satisfy needs of consumers while also providing for society¶s welfare .

The need for hard facts. their bases and sources can never be underestimated. .Research: The Prime Mover It is hard to accept results gathered from surveys and other types of research NEVERTHLESS.

No Room for Guesswork
-Beginning and end is research -Real conduits in marketing and public relations work - NO ROOM FOR GUESSWORK

-PR practitioners fail to fully understand/comprehend the importance of research unlike marketers -investigating the three aspects of overall public relations procedure: CLIENT, PROBLEM, AUDIENCES

-in marketing public relations, research serves as the PRIME MOVER ³achieve credibility with management and help management get in touch´ -synonymous to strategy formulation and preventive tool to directly influence public opinion

promotion. and public to the marketer through information -also useful in product evaluation. distribution. customer. pricing alternatives. and to find and evaluate new market opportunities .Research As Links -links the consumer.

To Do or Not To Do Research .

Kinds of Research Public Relations Practitioners Marketers NOT MUCH DIFFERENCE! .

predicts.Research ‡ explains. or control phenomena ‡ can never be disregarded in any marketing public relations plan .

Sampling Selection . Research Objectives 2.Marketing Public Relations Plan Knowledge and Facts 1.

Marketing Process ‡ Organizational mission is first defined ‡ Considers past researches ‡ Starts: available researches ‡ Ends: research to complete marketing plan .

distribution. promotion and price could be analyzed .SWOT Plan ‡ A MUST for market opportunity analysis ‡ Factors of production.

Public Relations Process ‡ Assessment of environment internal & external factors ‡ Four-wheel-spoke representation (RACE): Research. Evaluation ‡ Simplified to (ROPE): Research. Action. Objectives. Program. Evaluation . Communication.

R (Research) What¶s happening now? A (Action) What should we do.C.A. say and why? C (Communication) How and when do we do and say it? E (Evaluation) How did we do? .E.R.

Public Relations: What it actually means .

Marketing Mix .

" .Public relations and advertising are totally two different things.

Concept-innovationmodification Product life cycle Market segmentation Marketing/advertising research .

more than 25 years of existence ‡ It has won the hearts of children by giving families a happy time during their stay in every outlet .Jollibee and Marketing Public Relations ‡ Jollibee .

So what did Jollibee do? ‡ Jollibee has created various of programs specifically targeting the "Batang Pinoy or Jollibee Kid" ‡ "Ang Batang Pinoy ay Jollibee Kid" .

How? ‡ 8 M's ‡ "Matapat". . ‡ Matulungin. ‡ Matatag na Kalooban. ‡ Mapaglingkod. ‡ Masipag. ‡ Masaya. ‡ Magalang. ‡ Matipid.

."Ang Batang Pinoy ay Jollibee Kid" ‡ This is an example of a Marketing Public Relations which also positively turned out as an advocacy.

Commercial Public Relations ‡ ³Publicizing of products and services´ .

The Rise of Integrated Marketing Communication ‡ Deeper insights + Greater hope to marketers to engage in comparatively more productive campaigns .

‡ Public relations as the dominant function. ‡ Marketing and Public Relations as the same Function . ‡ Equal but overlapping functions. ‡ Marketing as the dominant function.Views on: Marketing + Public Relations ‡ Separate but equal functions.

it¶s public relations that builds and influences people¶s decisions to buy.´ -Ries.Conclusion: ‡ No one model will be appropriate for all enterprises. ‡ ³Advertising does not build brands. and while ads can create enormous µtalk value¶ for a company. publicity does. 2002 .

Convergence in Marketing Every human undertaking is presumed to have been managed based on: Criteria of desired actions In agreement with societal approval .

Drucker on Management ± ³Undisputed Father of Management´ Key ideas: Decentralization and Simplification Employees are assets and not liabilities Opts = Excellence .

modifications or changes for refinements in strategy system Manpower. money and machinery .Implementation of plans and programs of Marketing and Public Relations: Main motivator Organizational hierarchy Sparkplug of all work managements Full knowledge. utilization and application of theories Alterations.

There is nothing to plan and program .Power of Management Without the use of management: 1.Marketing and/or Public Relations cannot succeed 2.

It prompts marketers to lay-out the plans to bring their firms¶ products and services to the identified target segmented markets 2.Public Relations men similarly rely such procedure to project their companies¶ reputation and integrity to their target people .Power of Management With the use of management: 1.

Public Relations Ingredients Ricardo R. ³RR´ Dela Cruz ± ³Father of Informal Education in Public Relations in the Philippines´ Good performance + Good reporting = Successful Public Relations .

Ingredients: 1.Adequate organization Sufficient and qualified personnel 1.Complete facilities 2.Sound policies 2.Comprehensive program of action 3.Reliable methods and procedures ± manpower .

No sales. no revenues. no profits = nothing to sustain business and push management to productivity Satisfaction of needs and wants = degree for greater market drives .Manpower = important to the scope of Management Marketers¶ success = depends on the sales of products and services.

Marketers: Meet the consumer needs and wants Persist to realize their organization¶s objectives Work hard to succeed in tapping the market to gain much needed income .

organizing. .Ayala Corporation = one of the most admired and excellently managed companies in the Philippines Management is the attainment of organizational goals in an effective and efficient manner through planning. leading and controlling organizational resources.

Management is UNIVERSAL Uses organizational resources to accomplish goals and attain high performance in all types of profit and non-for-profit organizations. MANAGEMENT FUNCTIONS: Planning Organizing Leading Controlling .

be they employees.target . competitor or whatever and the facility to shape meanings.Watson MAN .³Management is essentially a human social craft and requires the ability to interpret the thoughts and wants of others.with experience AGE . customers. values and human commitments.to attain an objective T .interacting with people MEN .´.

EFFICIENCY + EFFECTIVENESS = PRODUCTIVE PERFORMANCE MARKETERS and PUBLIC RELATION They try to simplify the intricate and complicated way of completing such plans and programs. MARKETERS = Marketing MixP-roduct P-rice P-lace P-romotion .

action C.PUBLIC RELATION PRACTITIONERS = MBO.Management By Objectives Four Wheel Public Relations Process R.for research A.communication E.evaluation Management is the one who makes the plans Marketers conceptualize and draft their plans MARKETING PROCESS: Organization Mission Market Opportunity Analysis Implementation Evaluation .

competitors.MOST USEFUL .MANAGEMENT¶S SCIFICATIONS:3 Cs (company. customers) 4Ps Cost-benefit Boston Consulting Group Growth-Share Matrix PUBLIC RELATION STRATEGIES:Life Cycles McKinsey 7Ss Management By Objectives (MBO) .

MARKETING PROCESS: Organization Mission Market Opportunity Analysis Implementation Evaluation .

Creative Destruction ‡ ‡ Removal of non-performing assets ‡ Integration was possible ‡ Results in further cost reduction Paved the way for a new specialization. Integration of Two Disciplines Marketing Public Relations ‡ Indifference lead to separations ‡ Approaches seem different ‡ Strategies still tend to overlap II. .I.

III. Common Goals and Objectives ‡ Long lasting customer relations ‡ Loyalty to companies ‡ Strengthen reputations .

Reach target publics C. Trustworthiness and Respectabilities A. . Longer lasting customer relations and loyalty. Trial and error scheme 2.Basics and Fundamentals of marketing 2. Marketing Public Relations 1. B. Psychic asset 2. Need to simplify the formula to efficiently and effectively reach and deliver the desired stimulus on the target consumers. Company¶s reputation 1. Public Relations 1.IV.

Marketing ‡ ‡ Multinational companies fail to recognize and give credit to the contribution made by public relations. Strange Bedfellows A. Public relations: relegated to the background Corporate responsibilities: Placed in limbo Built the pillars for the firm¶s dominance in the market. .V. Profit-oriented firms never admitted to have used public relations in any way.

V. Strange Bedfellows ‡ ‡ ‡ ‡ ‡ Resilience is the factor of adaptability initiated Called for maximized participation and direct involvement in the company Greater importance is given to integrity Goal is to earn respect Enlightened public will always put .

VI. Warfare and Marketing ‡ Warfare can be compared to marketing due to similarities in their approach and tactics Marketers Preoccupation in sale and merchandising Offensive wartime Public Relations Defensive in regards to company¶s reputation Defensive warfare .

‡ To boost freedom of speech and media. Marketers Certified Professional Marketer (CPM) title Public Relations Accredited in Public Relations (APR) ‡ Mastered their profession from A-Z ‡ Public relations was intensively and extensively explored & used. Code of Standards ‡ Practitioners end up violating their code of professions ‡ Never condone mediocrity. . ‡ ³Commercial Public Relation´ was successfully put to a test.VII.

-marketers¶ misgivings made them turn around to make consumers patronize their firms¶ products consistently -birth of Corporate Social Responsibility .Potentials of Integration -promotional nature of public relations was highlighted/re-echoed.

Marketing PRODUCTS(Quality) SERVICES(Quality) Triangle Concept of Marketing Public Relations .

Avenues to Professionalism .

Kolter & Jefkins. godfather of marketing public relation « better understand the marketing objectives and programmes of the company and carry out its PR activity to contribute to the achievement of marketing plan » .

Marketing public relation * Strong share of voice to win mind and heart * Effective messages & respect : -News thant advertisement -Sponsor cultural events -Contribute to causes -Show care and assist communities .

Challenge to professionals « largest and fastest growing sector » Image more and more important: profitable business 2 aims: -Generate sales -Gain public¶s respect .

Forecast and trends ‡Provide direction ‡Set plan and operations ‡Use of technology. cyberspace and ecommerce ‡Improve people¶s live .

Breakthought in Marketing ‡Basics are no longer enough ‡Be relevant with actual and future environment ‡Proactivity and innovation .

8 breakthoughts * Electronic marketing * Intuitive marketing * Strategic marketing * Global marketing * Green marketing * Paperless marketing * Robotics * Customer intimacy .

Role of management * Strategy (management in policy) * Feedback & control * Keep « Good Marketing » .