MARKETING RESPONSIBILITIES
Strategic Marketing Process
Market
- collective individual customers’ wants or
needs for a product – who has the ability or
authority to purchase that product, and who
can obtain that product legally.
Selling
- actual exchange between buyer and seller –
action which converts the product into cash.
- focuses on the seller's needs.
Marketing
- promoting, distributing, packing, pricing and
selling of products and services.
- needs of the buyer.
Marketing Concept
- Focuses on the needs of the buyer, not the
seller.
Common Market Categories
a. Potential Market
- individual consumer or organization
wants or needs a product.
b. Available Market
- those in the potential market who
can afford to buy the product.
c. Qualified Available Market
- those in the available market that
can legally obtain the desired
product.
d. Target Market
- those individuals in the qualified
available market that the business
wants to supply with its product.
e. Penetrated Market
- those who have purchased the
product.
Three Assumptions of Market-Oriented Concept
1. That the total market of potential buyers can
be segmented based on their divergent
needs & wants.
2. That potential buyers will respond favorably
to the product or service that comes closest
to meeting those specific needs & wants.
3. That analysis & selection of target markets
& the adoption of an effective marketing
strategy will allow the organization.
MARKET ANALYSES
Four Categories
1. Analysis of the Environment
- looks at external factors which may
impact on the future success of the
organization.
2. Market Characteristic Analysis and
Customer Behavior
- Market Analysis looks at the
customer side of the product and
service exchange process.
3. Market Segmentation
- serves to focus an organization’s
marketing efforts.
4. Demand Measurement and Forecasting
- seeks to quantify current and
potential demand.
Market Share
- percentage of the qualified available market
that is served by a single organization.
Market Segmentation
- process of splitting the known market for a
product into separate parts.
Marketing Strategy
- methods chosen to meet the needs and
wants of the specific market segments that
have been targeted for attention.
EIGHT MARKETING TASKS by Kotler
1. Negative Demand
- exists when the potential market has
an aversion / repulsion to the
product or service.
- Task : Create a state of Positive
Demand
2. Lack of Demand
- a state of no demand because the
product has no known value or the
product is unfamiliar to a group of
buyers.
 - Task : Create demand ● Repetition
3. Latent Demand - number of times they are exposed to
- there is a strong need for a product the message.
or service that is not currently ● Reading
available. - number of people exposed to the
- Task : Develop an Active Demand message who read or pay attention
for newly available services. to the content.
4. Faltering Demand ● Recognition
- demand for an existing product or - number of people who can
service is on the decline. remember having been exposed to
- Task : Revitalize the faltering market. the advertising message.
5. Irregular Demand ● Recall
- cyclical nature of the demand may - number of people who can
make economical production remember the message content.
difficult.
- Task : Even out the demand and
supply cycle.
6. Full Demand
- Task : Maintain the level of demand
that currently exists.
7. Overfull Demand
- demand for a product or service
exceeds the organization’s ability or
desire to supply it.
- Task : Decrease demand
8. Unwholesome Demand
- demand is at the level which is
thought to be without benefit to the
organization or detrimental to the
customer.
- Task : Stop the demand
Marketing Mix
- variables that a business can actively
manage to satisfy the needs of the target
market.
- 4Ps: Product, Place, Price, Promotion
Marketing Communications
● Advertising
- comes in many forms, including
brochures, directories, flyers, mail,
media, and novelties.
● Personal Sales
- can be performed by a variety of
organizational members.
Five R’s for measuring Advertising Activity
● Reach
- number of people exposed to the
marketing message.