MARKETING

MANAGEMENT
Lesson 1
MARKETING
----- an organizational function and a set of
processes for creating, communicating, and
delivering value to customers and for managing
customer relationships in ways that benefit the
organization and its stakeholders.
----- is a societal process by which individuals and
groups obtain what they need and want through
creating, offering and freely exchanging products
and services of value with others.
MARKETING MANAGEMENT

---- as the art and science of

choosing target markets and getting,
keeping and growing customers
through creating, delivering and
communicating superior customer
value.
WHAT IS MARKETED
• GOODS
• SERVICES
• EVENTS
• EXPERIENCES
• PERSONS
• PLACES
• PROPERTIES
• ORGANIZATIONS
• INFORMATION
• IDEAS
WHO MARKETS?
• MARKETERS AND PROSPECTS
• MARKETS
• KEY CUSTOMER MARKETS
• MARKETPLACES, MARKETSPACES &
METAMARKETS
KEY CUSTOMER MARKET
• CONSUMER MARKETS
• BUSINESS MARKETS
• GLOBAL MARKETS
• NONPROFIT AND GOVERNMENTAL MARKETS
GLOBAL MARKETING
NEEDS, WANTS & DEMANDS
• NEEDS ---- basic human requirements
• WANTS ---- when directed to specific objects that might
satisfy the need.
• DEMAND --- are wants for specific products backed by
an ability to pay.
FIVE TYPES OF NEEDS
1) STATED NEEDS
2) REAL NEEDS
3) UNSTATED NEEDS
4) DELIGHT NEEDS
5) SECRET NEEDS
MARKETING CHANNELS
• COMMUNICATION CHANNELS
• DISTRIBUTION CHANNELS
• SERVICE CHANNELS
NEW MARKETING REALITIES
• Networking information technology
• Globalization
• Deregulation
• Privatization
• Heightened competition
• Industry convergence
• Consumer resistance
• Retail transformation
• Disintermediation
COMPANY ORIENTATION IN THE
MARKETPLACE
• PRODUCT ION CONCEPT
• PRODUCT CONCEPT
• SELLING CONCEPT
• MARKETING CONCEPT
• HOLISTIC MARKETING CONCEPT
HOLISTIC MARKETING
HOLISTICE MARKETING COMPONENTS
• RELATIONSHIP MARKETING
• INTEGRATED MARKETING
• INTERNAL MARKETING
• PERFORMANCE MARKETING
COMPONENTS OF THE MARKETING
MIX
MARKETING MIX STRATEGY
PERFORMANCE MARKETING
• FINANCIAL ACCOUNTABILITY
• SOCIAL RESPONSIBILITY MARKETING
TARGET MARKETS, POSITIONING AND
SEGMENTATION
FACTORS AFFECTING MARKETING
STRATEGY
MARKETING MANAGEMENT TASKS
• DEVELOPING MARKETING STRATEGIES AND
PLANS
• CAPTURING MARKETING INSIGHTS
• CONNECTING WITH CUSTOMERS
• BUILDING STRONG BRANDS
• SHAPING THE MARKET OFFERINGS
• DELIVERING VALUE
• COMMUNICATING VALUE
• CREATING LONG-TERM GROWTH
ACTIVITY
• Identify a company who uses Holistic Marketing Concept
and identfy the activities and programs that they are using
the said approach.
• Choose a company who are doing CSR and from the type of
activities cite a concrete corporate social initiative that they
are doing.
a) corporate social marketing
b) cause marketing
c) cause-related marketing
d) corporate philantrophy
e) Corporate community involvement
f) socially responsible business practices
ASSIGNMENT
• Identify 5 products of your choice and get information in
terms of its demographics.
• Next topic; Getting information and Environmental
scanning
• Conducting marketing Research and Forecasting demands
THANK YOU….