Chapter 1 - 3 Group A Marketing Management

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Marketing ManagementChapters 1 - 3

Group ABautista, Castro, Go-Soco,

Martinez, I., Recto, Solaiman


• Chapter 1: Defining Marketing• Chapter 2: Developing Marketing

Strategies and Plans• Chapter 3: Collecting Information and

Forecasting Demand

OUTLINE


Defining Marketing

Chapter 1…


Concept 1

Marketing ManagementThe art and science of choosing target markets

and getting, keeping, and growing customers through creating, delivering, and communicating superior customer value

Kotler: Ebay – creating an online auction clearing house


Concept 1

Marketing Management

• Local: ClickTheCity – posting movie schedule and the most convenient place to watch


Concept 1

Marketing Management

RP medical application: The Medical City creating satellite

out-patient clinics in malls


Concept 2

Market (p.8)

Kotler: Diet-seeking market, shoe market, youth market, Chinese market

Local: Paying patients, Charity patientsRP medical application:

GeriatricsPediatricsPregnant women


Concept 3

Experiences are marketed (Under What is Marketed?)

Kotler: Walt Disney World’s Magic Kingdom

Local: Magnum Manila, Sip and Gogh


Concept 3

Experiences are marketed (p.6)

RP medical application: Patient First in TMC


Concept 4:

Target, Positioning, Segmentation

Kotler: Volvo developing for buyers whose priority is safety

Local: Forever 21 in major mallsRP medical applications:

Flu vaccines sold in schools for young children


Concept 5:

Marketing Channels

Kotler: newspapers, mail, telephoneLocal: Facebook, Television, celebritiesRP medical applications:

Medical repsDoctors


Concept 6:

Relationship Marketing

Kotler: Royal Bank of Canada putting its customers at the center of how it runs its company

Local: Parlors, Nail SalonsRP medical applications:

Patient First in The Medical City

Aims to build mutually satisfying long-term relationships with key constituents in order to earn and retain their business


Concept 7:

Integrated marketingHappens when the marketer devices

marketing activities and assembles marketing programs to create , communicated, and deliver value the customers such that “the whole is greater than the sume of its parts.”


Concept 7:

Integrated marketing

Kotler: Mini CooperLocal: Dove Shampoo release (2012)


Concept 7:

Integrated marketing

RP medical applications: New medicinesCohen Diet Program


Developing Marketing Strategies and Plans

Chapter 2…


Concept 1: Customer Value

Value Delivery Process

Choose Provide Communicate

Superior value is key for a well-defined target market.

VALUE CHAINEvery firm is a synthesis of

activities performed to design, produce, market, deliver, and support its

product.


Concept 1: CUSTOMER VALUECore Competency

1. A source of competitive advantage2. Applicable in a wide market variety3. Difficult to imitate


• Successful marketing requires:

understanding, creating, delivering, capturing, and sustaining customer value


• Key areas:– Investment portfolio

– Assessing the strength

– Establishing a strategy

CONCEPT 2:Strategic Planning


CONCEPT 2:Strategic Planning


Concept 3: Define the corporate mission.

Focus on a limited number of goals

Stress the major policies and values

Define major competitive spheres where company will operate

Take a long-term view

SHORT, MEMORABLE, MEANINGFUL


Concept 4:Establishing SBU’s

• Market definition: Target vs Strategic


Concept 5:Marketing Plan

– Summarizes the marketplace & indicates how the firm plans to reach its objectives

– Customer- and competitor-oriented, better reasoned, more realisticExecutive summary and TOCSituation analysisMarketing strategyFinancial projectionsImplementation controls


Concept 5: Marketing Plan


https://www.youtube.com/watch?v=QE0zorGGQIE


Concept 6: Role of Research & Relationships

• Research– Up-to-date info about the env’t, competition,

selected market segments– Measures progress toward objectives and

identify areas for improvement– Learn more about the customer

• Relationships– Influences how employees work with each other– Affects suppliers, distributors, partners– Influences company dealing’s with other

stakeholders


Concept 7:Holistic Marketing

“integrating the value exploration, value creation, and value delivery activities with the

purpose of building long-term, mutually satisfying relationships and coprosperity

among key stakeholders”


Collecting Information and Forecasting Demand

Chapter 3…


• 1 – Internal Records– Order-to-payment cycle– Sales information system

• 2 – Analyzing the Macroenvironment– Economic environment– Political-legal environment

• 3 – Forecasting and Demand Measurement– Market demand– Company deman

OUTLINE of CONCEPTS


• Order-to-payment cycle– Kotler : Fossil group– Local : Online selling– RP Medical application: Mercury Drug

Concept 1Internal Records


• Sales information system– Kotler: Panasonic (Vendor Managed Inventory

Model)– Local: Carmen’s Best Ice Cream– RP Medical application: Consultants having clinics

in different hospitals

Concept 1Internal Records


• Needs and Trends• Identifying Major Forces

– Demographic Environment– Economic Environment– Socio-cultural Environment– Natural Environment– Technological Environment– Political-Legal Environment

Analyzing the Macroenvironment


• Economic Environment– Kotler: Starwood hotels– Local: Tingi-tingi culture, Unli-everything promos– RP medical application: Boom of Multispecialty Clinics,

tertiary/high-end/hotel-like hospitals

Concept 2Economic Environment


• Political-Legal Environment– Kotler: European Commission laws

on competitive behavior

– Local: Rampant corruption in the government, Questionable policies - Cyber-bullying Law

– RP medical application: Local politicians who use PhilHealth membership to get votes without follow-up; SinTax Bill directing tax funds to improve health outcomes

Concept 3Political-legal Environment


Forecasting and Demand Measurement

• Demand Measurement Vocabulary– Market Demand– Market Forecast– Market Potential– Company Demand– Company Sales Forecast– Company Sales Potential

• Estimating Current Demand– Total Market Potential– Area Market Potential– Industry Sales and Market Shares

• Estimating Future Demand


Concept 4Market Demand

• Total volume that would be bought by a defined customer group in a defined geographical area in a defined time period in a defined marketing environment under a defined marketing program.


Concept 4Market Demand

• Kotler:– Fruit juices

• Local:– H&M Opening in Manila

• RP Medical application:– Miriam Santiago’s wonder drug


Concept 5Company Demand

• company’s estimated share of market demand at alternative levels of company marketing effort in a given time period.


Concept 5Company Demand

• Local:– SMDC

• RP Medical application:– A pharmaceutical company’s sales after launch of

innovative drug


Concept 5: Company Demand


Collecting Information and Forecasting Demand

Chapter 3…

Chapter 1 - 3 Group A Marketing Management

Marketing

Transcript of Chapter 1 - 3 Group A Marketing Management