Introduction:

Marketing Management
WAGAN, KAREN C.
BULACAN STATE UNIVERSITY
3RD TRIMESTER, S.Y. 2018-2019
DEFINITION
 According to Philip Kotler, “Marketing
Management is the process of planning and
executing the conception, pricing and
promotion and distribution of goods,
services and ideas to create exchanges with
target groups that satisfy customer and
organizational objectives.”
DEFINITION
 Accordingto Cundiff and Still, “Marketing
Management is concerned with direction of
purposeful activities towards the
attainment of marketing goals.”
1) Satisfaction of Customer Needs
2) Increase in Sales Volume
3) Increase in Organizational Profits
OBJECTIVES OF MARKETING MANAGEMENT
 Creating New Customers
 Satisfying the Needs of Customers
 Enhancing the Profitability of Business
 Raising the Standards of Living
 Determining the Marketing Mix
STEPS IN MARKETING MANAGEMENT PROCESS

1) Setting the Marketing Objectives

2) Analyzing Marketing Opportunities
3) Researching and Selecting Target Markets
4) Designing Marketing Strategies
5) Planning Marketing Programmes
6) Organizing, Implementing and Controlling the
Marketing Efforts
MARKETING MIX
 According to Stanton, “Marketing Mix is the
term used to describe the combination of
the four inputs which constitute the core of
companies marketing system : the product,
the price structure, the promotional
activities and the distribution system.”
MARKETING MIX
1) Product Strategies
2) Price Strategies
3) Place Strategies
4) Promotion Strategies
4P’s OF MARKETING MIX
1) Product
2) Price
3) Place
4) Promotion
EXTENDED/AUGMENTED SERVICE MIX
 People

 Physical Evidences

 Process
FACTORS AFFECTING MARKETING MIX
 Controllable Factors
1) Product Planning
2) Brand Policy
3) Packaging Policy
4) Personal Selling
5) Physical Distribution
FACTORS AFFECTING MARKETING MIX
 Uncontrollable Factors
1) Consumers Buying Behavior
2) Competition
3) Pattern of Distribution System
4) Government Control
IMPORTANCE OF MARKETING MIX
IN COMPETITIVE ENVIRONMENT
 Guide for Resource Allocation
 Allocation of Accountability
 ProvideOpportunity to Analyze Cost-
Benefit Analysis
 Facilitation of Communication Process