VI.

MARKETING MANAGEMENT:
B Y : P R O F . L I B E R T Y B , G U T I E R R E Z

- IS THE PROCESS OF PLANNING AND

EXECUTING THE CONCEPTION, PRICING,
PROMOTION, AND DISTRIBUTION OF
GOODS, SERVICES AND IDEAS TO CREATE
EXCHANGES WITH TARGET GROUPS THAT
SATISFY CUSTOMER AND
ORGANIZATIONAL OBJECTIVES.
SELLING VERSUS MARKETING:
SELLING:
- R E F E R S TO T H E A C T O F
T R A N S F E R R I N G T HE O W N E R S H I P
O N T H E G O O DS A N D S E RV I C E S
F R O M S E L L E R TO T H E B U Y E R .
MARKETING:
- REFERS TO THE WHOLE PROCESS
E N C O M PA S S I N G T H E E N T I R E R A N G E O F
A C T I V I T I E S S TA RT I N G F R O M I D E N T I F Y I N G
THE CUSTOMER REQUIREMENTS TO
S AT I S F Y I N G I N A M U T U A L LY B E N E F I C I A L
MANNER.
 MARKET ING
FUNCTIONS:
1 .) Buying
2.) Selling
3.) Transporting
4.) Storage
5.) Standardization and Grouping
6.) Finance
7.) Marketing Research
Marketing Mix:
• * Product * Price
• * Promotion * Place
PRODUCT LIFE CYCLE:
1 . ) P R O DU CT DEV EL O P M ENT
2 . ) I NT R OD UCT I ON
3 . ) G R OW TH
4. ) M A T UR I T Y
5 . ) D ECL I NE
RESEARCH AND DEVELOPMENT:
- INCLUDES ACTIVITIES THAT
COMPANIES UNDERTAKE TO INNOVATE
AND INTRODUCE NEW PRODUCTS AND
SERVICES. THE GOAL IS TYPICALLY TO
TAKE NEW PRODUCTS AND SERVICES
TO MARKET AND ADD TO THE
COMPANY’S BOTTOM LINE.
IS THE CUSTOMER ALWAYS RIGHT?
Consumerism: 4.) Sellers have the right to formulate any
message they wish about the product provided
- Is a movement seeking to augment the rights
that it is not misleading or dishonest in content
and power of buyers in relation to sellers. or execution.
Traditional Rights of Sellers:
1.) Sellers have the right to introduce any product in any 5.) Sellers have the right to introduce any
size and style they wish into the marketplace as long as it
buying incentives schemes they wish.
is not hazardous to personal health.
2.) Sellers have the right to price the product at any level
they wish provided there is no discrimination among
similar classes of buyers.
3.) Sellers have the right to spend any amount of money
they wish to promote the product, as long it is not defined
unfair competition.
IS THE CUSTOMER ALWAYS RIGHT?
Traditional Buyers’ Right:
1.) Buyers have the right not
to buy a product that is offered
to them.
2.) Buyers have the right to
expect the product to be safe.
3.) Buyers have the right to expect
the product to turn out to be
essentially as represented by the
seller.
WHAT IS MARKETED?
• Goods
• Services
• Experiences
• Events
• Persons
• Places
• Properties
• Organizations
• Information / Ideas
INTERNET ADVANTAGES:
1.) Reaching Worldwide
2.) More information
3.) Two way
communication with
customer and prospects
4.) Savings