chapter 1 - 3 group a marketing management
TRANSCRIPT
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Marketing ManagementChapters 1 - 3
Group ABautista, Castro, Go-Soco,
Martinez, I., Recto, Solaiman
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• Chapter 1: Defining Marketing• Chapter 2: Developing Marketing
Strategies and Plans• Chapter 3: Collecting Information and
Forecasting Demand
OUTLINE
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Defining Marketing
Chapter 1…
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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
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Concept 1
Marketing Management
• Local: ClickTheCity – posting movie schedule and the most convenient place to watch
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Concept 1
Marketing Management
RP medical application: The Medical City creating satellite
out-patient clinics in malls
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Concept 2
Market (p.8)
Kotler: Diet-seeking market, shoe market, youth market, Chinese market
Local: Paying patients, Charity patientsRP medical application:
GeriatricsPediatricsPregnant women
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Concept 3
Experiences are marketed (Under What is Marketed?)
Kotler: Walt Disney World’s Magic Kingdom
Local: Magnum Manila, Sip and Gogh
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Concept 3
Experiences are marketed (p.6)
RP medical application: Patient First in TMC
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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
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Concept 5:
Marketing Channels
Kotler: newspapers, mail, telephoneLocal: Facebook, Television, celebritiesRP medical applications:
Medical repsDoctors
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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
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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.”
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Concept 7:
Integrated marketing
Kotler: Mini CooperLocal: Dove Shampoo release (2012)
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Concept 7:
Integrated marketing
RP medical applications: New medicinesCohen Diet Program
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Developing Marketing Strategies and Plans
Chapter 2…
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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.
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Concept 1: CUSTOMER VALUECore Competency
1. A source of competitive advantage2. Applicable in a wide market variety3. Difficult to imitate
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• Successful marketing requires:
understanding, creating, delivering, capturing, and sustaining customer value
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• Key areas:– Investment portfolio
– Assessing the strength
– Establishing a strategy
CONCEPT 2:Strategic Planning
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CONCEPT 2:Strategic Planning
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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
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Concept 4:Establishing SBU’s
• Market definition: Target vs Strategic
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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
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Concept 5: Marketing Plan
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https://www.youtube.com/watch?v=QE0zorGGQIE
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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
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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”
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Collecting Information and Forecasting Demand
Chapter 3…
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• 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
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• Order-to-payment cycle– Kotler : Fossil group– Local : Online selling– RP Medical application: Mercury Drug
Concept 1Internal Records
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• 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
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• Needs and Trends• Identifying Major Forces
– Demographic Environment– Economic Environment– Socio-cultural Environment– Natural Environment– Technological Environment– Political-Legal Environment
Analyzing the Macroenvironment
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• 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
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• 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
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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
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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.
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Concept 4Market Demand
• Kotler:– Fruit juices
• Local:– H&M Opening in Manila
• RP Medical application:– Miriam Santiago’s wonder drug
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Concept 5Company Demand
• company’s estimated share of market demand at alternative levels of company marketing effort in a given time period.
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Concept 5Company Demand
• Local:– SMDC
• RP Medical application:– A pharmaceutical company’s sales after launch of
innovative drug
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Concept 5: Company Demand
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Concept 5: Company Demand
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Collecting Information and Forecasting Demand
Chapter 3…