7/29/2019 Marketing management & decision making, organization and Marketing Concepts
1/29
Maria Aleni B. Verallo
7/29/2019 Marketing management & decision making, organization and Marketing Concepts
2/29
The Obama for America presidential campaigncombined a charismaticpolitician, a powerful messageof hope, and a thoroughly
integrated modern marketingprogram. The marketing planneeded to accomplish two verydifferent goals: expand theelectorate via broadermessages while targeting veryspecific audiences.
7/29/2019 Marketing management & decision making, organization and Marketing Concepts
3/29
Good marketing is no accident, but a result of careful planning and execution using state-of-the-art tools and techniques. It becomes both an artand a science as marketers strive to find creative
new solutions to often-complex challenges amidprofound changes in the 21st century marketingenvironment.
-Kotler and Keller, Marketing Management
7/29/2019 Marketing management & decision making, organization and Marketing Concepts
4/29
7/29/2019 Marketing management & decision making, organization and Marketing Concepts
5/29
Marketing Management is the setting of marketing goals considering companyresources and marketing opportunities
and the planning and execution of activitiesrequired to meet the goals. When carriedout effectively and honorably, marketing
management results in creating andsatisfying customers in a manner acceptableto society and leads to profitable growth .
7/29/2019 Marketing management & decision making, organization and Marketing Concepts
6/29
Mission
The first step in strategic marketing is to articulate the
reason why the enterprise exists and how it can benefittarget consumers over the long term. In particular, thismission statement is intended to anticipate the future anddescribe an ongoing role for the organization's product,service or expertise.
Situation Analysis
Organizations conduct a situation analysis, also known as aSWOT, to evaluate and prioritize their strengths,weaknesses, opportunities and threats.
7/29/2019 Marketing management & decision making, organization and Marketing Concepts
7/29
Objectives
The third step in strategic marketing is to set marketing objectives.These are clear, measurable goals that give decision makers a basisfor making choices and assessing progress.
Strategy and Evaluation
The fourth step in strategic marketing is strategy development. Thisinvolves selecting a target market, a distinct group of consumers
who are highly likely to buy the firm's product. Planners must alsochoose implementation tactics, specifically, effective ways to use themarketing mix tools of product, promotion, price and distribution toreach and influence prospective buyers. The fifth step, evaluation,means specifying how, when and by whom these tactics are to bemonitored and assessed over time.
7/29/2019 Marketing management & decision making, organization and Marketing Concepts
8/29
7/29/2019 Marketing management & decision making, organization and Marketing Concepts
9/29
7/29/2019 Marketing management & decision making, organization and Marketing Concepts
10/29
Products
Anything that can be Offered to a Market to Satisfy a Need or Want
Persons Places Organizations
IdeasInformation
Services
Activity or Benefit Offered for Sale That is EssentiallyIntangible and Does Not Result in the Ownership of Anything
What Satisfies Consumers Needs and Wants?
Experiences Events Properties
7/29/2019 Marketing management & decision making, organization and Marketing Concepts
11/29
Production Concept
Product Concept
Selling Concept
Marketing Concept
Holistic Marketing Concept
7/29/2019 Marketing management & decision making, organization and Marketing Concepts
12/29
It is based on the development, design andimplementation of marketing programs, processes and
activities that recognizes their breadth andinterdependencies. Four components are:
Relationship marketingIntegrated marketingInternal marketingSocial responsibility marketing
7/29/2019 Marketing management & decision making, organization and Marketing Concepts
13/29
Relationship Marketing:
It aims to build mutually satisfying long-termrelationships with key constituents in order toearn and retain their business.
The ultimate outcome of relationshipmarketing is a unique company asset called amarketing network .
7/29/2019 Marketing management & decision making, organization and Marketing Concepts
14/291 - 14
Relationship Marketing:
Customer relationship management is the overallprocess of building and maintaining profitablecustomer relationships by delivering superiorcustomer value and satisfaction.
Partner relationship management : deepening of partnership arrangement to key suppliers anddistributors, seeing them as partners in deliveringvalue to final customers so everybody benefits
7/29/2019 Marketing management & decision making, organization and Marketing Concepts
15/29
Integrated Marketing:
consists of many different marketing activities cancreate, communicate, and deliver value for
customers such that the whole is greater thanthe sum of its parts Internal Marketing:
Task of hiring, training and motivating able
employees who want to serve customers as well.It ensures that everyone in the organizationembraces appropriate marketing principles as wellas the senior management.
7/29/2019 Marketing management & decision making, organization and Marketing Concepts
16/29
7/29/2019 Marketing management & decision making, organization and Marketing Concepts
17/29
7/29/2019 Marketing management & decision making, organization and Marketing Concepts
18/29
1. the product (or service)2. the price3. the place, and
4. the promotion.5. the people6. the processes7. the program
7/29/2019 Marketing management & decision making, organization and Marketing Concepts
19/29
Product is anything that can be offered
to a market for attention, acquisition, useof consumption that might satisfy anddelight a need or want of the targetclientele.
It is a tangible good or an intangibleservice.
7/29/2019 Marketing management & decision making, organization and Marketing Concepts
20/29
The amount of money charged for a productor service;
Price is the only one which generatesrevenue.
7/29/2019 Marketing management & decision making, organization and Marketing Concepts
21/29
Distribution channels and physical
distribution
Ensures the adequate availability andvisibility of the right products, in the righttarget markets at the right quantity, at theright cost, at the right condition, at the righttime, anytime and all the time.
7/29/2019 Marketing management & decision making, organization and Marketing Concepts
22/29
McCarthy and Perreault define promotion ascommunicating information between seller and potential buyer to influence attitude and
behavior.
Represents all of the methods of
communication that a marketer may use to provide information to different parties aboutthe product. Promotion comprises elementssuch as: advertising, publicrelations, personal selling and sales
7/29/2019 Marketing management & decision making, organization and Marketing Concepts
23/29
People reflects, in part, internal marketing and thefact that employees are critical to marketing
success. Marketing will only be as good as the people inside the organization.
It also reflects the fact that marketers must view
consumers as people to understand their lives more broadly, and not just as they shop for and consume products and services .
7/29/2019 Marketing management & decision making, organization and Marketing Concepts
24/29
Processes reflects all the creativity, discipline, andstructure brought to marketing management.
Marketers must avoid ad hoc planning anddecision making and ensure that state-of-the-artmarketing ideas and concepts play an appropriate
role in all they do.
7/29/2019 Marketing management & decision making, organization and Marketing Concepts
25/29
Programs reflects all the firms consumer-directed
activities. It encompasses the old four Ps as well asa range of other marketing activities that might notfit as neatly into the old view of marketing.
7/29/2019 Marketing management & decision making, organization and Marketing Concepts
26/29
OBJECTIVES VEHICLE RESULT
The MarketingObjectivesof theOrganization
ProductPrice
PlacePromotionPeopleProcessesPrograms
Successor
Failure
7/29/2019 Marketing management & decision making, organization and Marketing Concepts
27/29
the right product
sold at the right price
in the right place
using the most suitable promotion.
7/29/2019 Marketing management & decision making, organization and Marketing Concepts
28/29
7/29/2019 Marketing management & decision making, organization and Marketing Concepts
29/29
Handlin, A. (n.d.). Retrieved December 7, 2012, fromwww.chron.com:http://smallbusiness.chron.com/5step-strategic-marketing-process-15753.html
Keller, P. K. (2012). Marketing Management (14th ed.).New Jersey: Pearson Education Inc.
Lao Jr., F. (1999). Pharmaceutical Marketing in thePhilippine Setting. Pasig City: Anvil Publishing.