Marketing Orientation

➔ Customer-centric approach
LESSON 1:
➔ Prioritises identifying the needs and desires
PRINCIPLES OF MARKETING: MARKETING,
of consumers and creating products and
APPROACHES, AND GOALS
services that satisfy them.
Societal Marketing Orientation
MARKETING ➔ Green marketing
➔ Managing the customers profitably. (Kotler ➔ Prioritises society’s well-being and
and Armstrong, 2013) environment’s sustainability as much as the
➔ The process of conceptualising, creating, customer’s preferences.
developing, promoting, and sustaining
products and services by a company,
The Marketing Mix Activities and Marketing
focusing on the needs and preferences of the
Elements
customer.
➔ The activity, set of institutions, and processes Creating Product with useful and
for creating, communicating, delivering, and attractive features for the
exchanging offerings that have value for customers.
customers, clients, partners, and society at Pricing Price affordable to customers
large. Distributing Place where customers can buy
the product
The Evolution of The Marketing Process Communicating Promotion that will capture
attention of customers
1000 years - Barter system
ago
GOAL
400-500 - Traditional Marketplace
➔ Aspirations that every company would like to
years ago
pursue or the general direction that it wants
18th - 19th - Seller’s marketplace
to take.
century
20th century - Conventional Mass Media
OBJECTIVES
Marketing
➔ Specific goals that can be measured in the
21st century - Fragmented New-age
short or long term.
marketing
Recent years - Innovative internet-
ROLES OF MARKETER
enabled business models
➔ Job of the marketer is not just to find the
right customers for the product, but also to
MARKETING PHILOSOPHIES find or develop the right products for
Production Orientation customers.
➔ Company focus is on mass production and
distribution instead of meeting the customers Instigator
needs. ➔ Serve as strategists who analyse current
Product Orientation market trends to guide the action of the
➔ Company focuses on the product and its company .
innovation to attract customers. Innovator
Selling Orientation ➔ Tasked with researching the kind of product
➔ Relies on the strength of the company’s sales the customers need and ensure that the
force in convincing the customers to buy the product developed not only meet customers’
product even if they do not need it. expectations but also exceeds them.
Integrator
LESSON 3:
➔ Mediates between the interests of the
CUSTOMER RELATIONSHIP: CUSTOMER
company and the needs of the consumers,
SERVICE
ensuring that they are integrated into the
development of the product.
Implementer CUSTOMER EXPECTATION
➔ Ensures that the marketing strategy for the ➔ Refer to the perceived benefits and results a
developed product is in place and customer expects when buying and using a
implemented effectively. product or availing of a service.
➔ Make sure that the strategies and production ➔ Increases and becomes more demanding.
processes are integrated, and all customer
insights are considered. Five Main Aspects
➔ Helps facilitate the production and selling
process and ensures that the member of the Reliability - ability to provide the expected
dept perform their assigned roles. benefit and results consistently.
Tangibles - quality of physical facilities,
personnel, and communication
LESSON 2:
services.
PRINCIPLES OF MARKETING: CONTEMPORARY
Assurance - ability to convey trust and
MARKETING METHODS
confidence through expert
knowledge and courteous
Digital Marketing service.
➔ Use of digital technologies in presenting the Responsiveness - willingness to provide prompt
product/service. service and assistance.
Online Marketing Empathy - care and attention given to
➔ Utilises the internet to boost promotional and each customer.
marketing efforts.
Social Media Marketing
➔ Make specific use of social networking Marketing experts suggest that instead of
websites and relevant applications surpassing expectations, companies should merely
Outdoor Marketing manage them.
➔ Involves display promotional materials
Mobile Marketing
➔ Uses signs and ads mounted atop taxicabs, Strategies
product logos painted on the side of buses or
Underpromise and - Quick delivery of
vans, or product stickers attached to vehicles.
Overdeliver Strategy product/services
Telemarketing
➔ Through unsolicited telephone calls to
Blue Ocean Strategy - Creating new value
identified potential customers
- Product differentiation
Event Marketing
and low cost
➔ Involves the hosting of a themed event that is
especially tailored for the product
Sachet Marketing CUSTOMER’S PERCEIVED VALUE
➔ Adopted to appeal to consumers who are ➔ Refer to a customer’s assessment of the
cost-conscious and cannot afford to buy benefits gained from buying and using a
products in large quantities product compared to its cost as well as the
competing offers on the market.

CUSTOMER-ORIENTED FIRM
➔ Constantly thinks about its customer
➔ Put the customer first and regards them as
“king/queen”
Esteban Kolsky reveals that 13% of unhappy
customers will share their complaints with 15 or
more people, while only 1 in 25 will complain
directly to the company. Furthermore, most
customers who do not voice their complaints (91%)
stop doing business with the company
CUSTOMER RELATIONSHIP MANAGEMENT
➔ Refers to the development of strategies to
establish and sustain desirable customer
relationships
➔ Aims to maximise the exchange relationship
between the company’s investment on
customer relations and the profit generated
by customer loyalty.
- Acquiring new customers
- maintaining existing customers
- enhancing their profitability
- prolonging relationships with
customers
RELATIONSHIP MANAGEMENT
➔ Type of marketing that focuses on
establishing and maintaining customer
loyalty.
Five Different Levels of Customer Relationships
Basic - The company salesperson sells the
product but does not follow up in
any way.
Reactive - The salesperson sells the product
and encourages the customer to call
whenever he/she has any questions
or problems.
Accountable - The salesperson calls the customer
a short time after the sale to check
whether the product is meeting the
customers expectation.
Proactive - The salesperson or others in the
company call the customer from
time to time with suggestions about
improved product use or helpful new
products.
Partnership - The company works continuously
with the customer and with other
customers to discover ways to
deliver better value.
Benefits of Relationship Marketing
 ➔ Collection of businesses that the company
1. Understanding customer characteristics
owns
2. Delivery and meeting expectations
➔ The collaborative view of all goods, factories,
3. Repeat business
financial position, services, and brands which
4. Prevents negative transition
a company has.
5. Word-of-mouth marketing
➔ Is important to gain competitive advantage
6. Reduced marketing cost
to achieve business goals.
7. Identification with the company
8. Product market expansion

Customer Service
➔ Refers to efforts and activities implemented
by the company which provide added value
of a product/service.

LESSON 4:
DEVELOPING and IMPLEMENTING MARKETING
STRATEGIES

STRATEGIC PLANNING
➔ Sets the stage for the rest of planning in the
firm (Kotler, 2011)
➔ Process by which the company defines the
general direction it will take and translate this
into broadly defined goals.
Situation (SWOT) Analysis
➔ For organizing information, presenting
solutions, identifying roadblock, and
emphasizing opportunities.
➔ To help organization develop a full awareness
of all the factors
➔ To add value to a company’s product and
services.
➔ Allows the marketer to closely examine the
strong and weak points that have not been
previously considered
1. Build on the company’s strengths
Mission Statement
2. Correct a prevailing weakness
➔ Should serve as a guide for what an
3. Take advantage of an opportunity
organisation wants to accomplish.
outside the company
4. Avoid potential threats
Setting Company Objectives and Goals
➔ The company’s mission needs to be turned
Tactical Marketing
into detailed supporting objectives for each
➔ Refers to actions the company takes in order
level of management.
to market a product.
➔ Each manager should have objectives and be
➔ Identifies the means in order to reach the
responsible for reaching them.
goals
Business Portfolio
 ➔ Consist of planning the actual activities that
publics.
will improve the company’s competitive
Customers - The company must study
position
each customer market
1. Repackaging a product
closely since each market
2. Changing the pricing scheme
has its own
3. Increasing the distribution partners
characteristics.
4. Placing advertisement
5. Building websites and creating
brochures and other mailings Macro Environment
6. Implementing a follow-up system ➔ Forces outside of the company which are
often beyond its control
Strategic Marketing
➔ Determine specific goals Political - Business should pay close
➔ Concerned with determining the direction of attention to the actions of
business growth in relation to the competition the government and
and the company’s own market position unfolding political events
and developments.
MARKETING: LESSON 5 Economic - Make decisions and
implement strategies that
will ensuing economic
Micro Environment
changes.
➔ Consist of actors who work closely with the
- Inflation rate, interest
company and directly affect its ability to
rate, monetary policies
serve its customers.
and foreign exchange
rates
The Company - Top management needs Social - Sets of influences on
to assess the resources consumer behaviour.
available to the - Culture and society,
company. demographics, lifestyle,
Suppliers - Marketers should treat values, social trends.
suppliers as partners and Technological - Analyse trends and
work closely in creating developments in
and delivering customer technology and determine
value to customers. how these can be used for
Marketing - Important component of their benefit.
Intermediaries the company’s overall Legal - Marketers need to be
(reseller, delivery of customer aware of rules and
logistics, etc) value. guidelines in order to
Competitors - Marketers conduct a undertake effective and
competitive analysis by proper strategies.
identifying competitors Environment - Must have devised plans
and analysing the values and other means to
and benefits of their address the threats it
products poses.
Publics - Influence the company’s
ability to obtain funds,
thus ensure harmonious
relationships with the

Porter’s Five Forces
➔ used to analyse the nature and level of
competition within an industry.
➔ helps marketer understand the strengths of
the competing organisations, determine the
present status of the organisation, and
identify possible position that it can occupy in
the market
Porter’s Five Forces
Supplier - How strongly can suppliers
power influence the prices of
resources and materials?
New Entrants - How easy or difficult is it
for new businesses to enter
Competitive the market?
Rivalry - Is there strong competition
among existing players? Is
there a dominant player, or
all businesses equal in
Substitutes strength?
- How easily can our product
be substituted by an
existing product on the
Buyer Power market?
- How strong is the influence
of buyers on the company?
Can they work together to
drive down our prices?
question or solution to a problem, or to
validate or test an existing theory.
Business Research
➔ Research intended to solve problems or
validated or test existing business theories.
Classification of Marketing Research
1. QUALITATIVE MARKETING RESEARCH
- Involves exploring and understanding
the problem or issue at hand,
reducing the number of options so
that the relevant ones are carried for
further research, understanding
consumer behaviour through
observation and interpretation, or
simply studying a company and its
operations.
Exploratory Research
- If researcher would like to
gather more information
about the problem or issue
being investigated or reduce
the available research options
to a manageable size.
Ethnographic Or Observational
Research
- done by observing consumer
behaviour through various
means (simple observation)

Marketing Research Case Analysis

➔ Marketers need accurate and timely - Involves the study of a
information about the market and particular company, group, or
competitors so they can make effective person through personal
decisions regarding the proper strategies to interviews or published
implement. literature.
➔ As the function that links the consumer,
customer, and public to the marketer through 2. QUANTITATIVE MARKETING RESEARCH
information. - Involves the collection of information,
➔ In marketing, focuses on customers, statistical data, and precise
competitors, marketing activities, and the measurements through surveys.
marketing environment.
Research Descriptive Research
➔ Defined as a systematic process of collecting - Answers the questions who,
and analysing data to find an answer to a what ,when, why and how in
 the problem statement. Determining the aspects of the product, which is the
4Ps, entails certain decisions, activities, and the use
Correlational and Explanatory of company resources.
Research
- Measures the relationships
between variables to MARKETING: LESSON 6
determine their
interdependence or Consumer
dependence. ➔ anyone involved in the process of consuming,
using or buying products for personal use.
Causal Research Household Customer
- Most complicated kind of ➔ refers to purchases made by consumers not
quantitative research. Looks only benefit them individually but their
into cause-and-effect households as well.
relationships of its variables
and constructs and how one Levels of Involvement
variable/construct would
affect another 1. Low involvement
variable/construct. 2. Enduring involvement
3. High involvement
4. Situational involvement

amount of effort and thoughts to spend on each

product

MAJOR INFLUENCES IN THE CONSUMER’S

Importance of Marketing Research to a Business
Enterprise
➔ The successful operation of a business is
largely defined by good marketing research.
➔ The results of a market study can be used as
a basis by the sales department in making
sales projections.
➔ Data collected from research can also be
used to determine production output based
on market demand.
➔ Customer data is also important in customer
relationship management, and companies
keep a database of customer information and
preferences to aid them in customer service.
Market Study
➔ Focuses on the target market and determines
and estimates its demand relative to a
particular company offering.
Market Survey
➔ As a tool used to gather information about
existing or potential customers in a certain
market or population.
BUYING DECISION
Psychological influences
➔ Consumer actions such as buying and
consumption always have underlying
MOTIVATION
➔ PERCEPTION refers to how a person is aware
of and interprets reality
- SELECTIVE ATTENTION – tendency
of humans to filter out most of the
information they are exposed to, only
focusing on stimuli that they need to
pay attention to.
- SELECTIVE DISTORTION – tendency
of people to interpret information to
ways that support their own beliefs or
ideas
- SELECTIVE RETENTION – tendency
of people to remember information
which is related to their personal
interests.
 ➔ LEARNING refers to change in a person’s
behaviour as a result of experience.
➔ BELIEFS refers to a person’s idea about
something and is primarily influenced by
learning and knowledge.
➔ ATTITUDES refer to people’s predisposition
to act favourably or unfavourably toward a
certain person, object, or idea.
Personal characteristics
➔ AGE AND LIFE CYCLE STAGE
➔ OCCUPATION
➔ ECONOMIC SITUATION
➔ LIFESTYLE
➔ PERSONALITY AND SELF-CONCEPT
Help marketers develop effective marketing
strategies, such as defining brand personality
that is attractive and suited to the target
market.
Social Influences
➔ Such as GROUPS, SOCIAL ROLES and
SOCIAL STATUS
➔ Groups exert significant influence on the
buying decisions of individuals
- MEMBERSHIP GROUPS –direct
influence to a person
- REFERENCE GROUPS – the individual
is not a member, though he or she
strongly identifies with their behaviour
or lifestyle
- ASPIRATIONAL GROUPS - groups a
person wishes to be part of
Significant tools that impact consumer
behaviour:
- WORD-OF-MOUTH INFLUENCE – rely
on personal recommendation by
trusted people
- BUZZ MARKETING – recruits/create
opinion leaders whose personalities
and characteristics give them
influence over many people
➔ SOCIAL ROLES refers to the set of expected
behaviours and responsibilities which arise
from a person’s position within a group.
➔ SOCIAL STATUS refers to the esteem
assigned to a certain role.
Cultural and Social
➔ CULTURE consists of values, views, and
behaviour imparted by groups such as the
family and social institutions.
TYPES OF BUSINESS MARKET
Business Market
➔ composed of individuals, organisations, or
groups who purchase specific products for
various purposes related to business such as
resale, production and operations.
➔ Purchasers are business customers
➔ Also known as business to business market
➔ Small and highly specialised
➔ Deals with business products - goods and
materials to use to create other products
➔ Derived demand - demand for a certain good
based on its ability to produce products
Producer Market
➔ Businesses that purchase products used for
production or business operation.
Reseller Market
➔ Consist of intermediaries who buy finished
products and sell them for profit
Government Market
➔ Local and national government units and
agencies that purchase goods and services
for their operations and for providing citizens
with public goods and services
Institutional Market
➔ Charitable, educational, and community
organisations which deal with non-business
goals.
Business Market Activities
➔ Transactions are often formal and involve
discussions and negotiation that require
considerable time and efforts
➔ Business buyers value service highly
TYPES OF BUSINESS PURCHASES
1. New task purchase
- Customer has no history buying the
product within a given category
2. Straight rebuy
- reorders the same products in the
same quantity from the same supplier
3. Modified rebuy
- reorders products from an approved
vendor but wants to alter some
elements
MARKETING: LESSON 7
Market Segmentation Product repositioning
➔ Enables the business to identify target ➔ By changing certain aspects of the product,
markets and position products effectively, developing a new image through promotional
ensuring that the company gains customers efforts or by aiming the product at a different
and sells their products to them. target market
➔ Process of dividing the total market into
particular groups or market segments which
consist of people, groups, or organisations
that have similar needs and wants.

Different dimensions or categories:

1. Demographic segmentation - age, gender,
education, occupation, income
2. Psychographic segmentation - lifestyle and
personality
3. Other consideration - occasion or time
4. Behavioural segmentation - first-time vs
regular users, light users vs heavy users
5. geographic segmentation - location of
customers
6. Geo-demographic segmentation - combines
demographic and geographic factors

Priori segmentation
- market segmentation done based on
knowledge from the marketer’s experience or
a database

Post hoc segmentation

- market segmentation based on factual and
timely data from research.

Targeting the preferred segments

1. Access to the market

2. Marketing budget
3. Company objectives
4. Potential growth and sustainability

Product or service positioning

➔ Refers to activities undertaken to create and
maintain an idea of the product in the
customers’ minds.
➔ Clearly communicate the feature and benefits
of the product
➔ Head-on against competitor
➔ Establishing an image
➔ Brand identity