MARKETING REVIEWER
Distribution – process of moving the product
Channel of Distribution
1.
2.
3.
4.
Manufacturer – point of origin
Wholesalers –
Retailers –
Consumers – point of consumption
Intermediaries
-
Wholesalers
Retailers
Middle man
Agents
Brokers
“THERE WILL ALWAYS BE A NEED FOR SOME
SELLING. BUT THE AIM OF MARKETING IS TO
MAKE SELLING SUPERFLUOUS. THE AIM OF
MARKETING IS KNOW AND UNDERSTAND THE
CUSTOMER SO WELL THAT THE PRODUCT OR
SERVICE FITS HIM AND SELLS ITSELF. IDEALLY,
MARKETING SHOULD RESULT IN A CUSTOMER
WHO IS WILLING TO BUY. ALL THAT SHOULD BE
NEED IS TO MAKE PRODUCT OR SERVICE
AVAILABLE” - PETER DRUCKER
Marketing – managing profitable customers
relationships
-
Attracting new customers , retaining
and growing of current customers
Marketing is NOT synonymous with “ sales or
advertising”
Selling is only the tip of iceberg
Marketing (Philip Kotler) – marketing is a social
and managerial process by which individuals
and groups obtain what they need and want
through creating and exchanging products and
value with others.
Marketing management – the art and science
of choosing target markets and building
profitable relationships with them. Creating,
delivering and communicating superior
customer value is key.
a. Customer Management – marketers
select customers that can be served
well and profitably.
b. Demand Management – marketers
must deal with different demand states
ranging from no demand to too much
demand.
Market – In marketing ( buyers only). In
economics, it’s the buyers and sellers.
Target Market – homogenous group which has
similar likes and common interests
Customers – people who buy the products
Consumers – people who uses the products
Client – they arrange the time and location
Clientele – group of clients
Demand – needs and wants of customers
Prospects – potential customers
Things that can be marketed :
Goods, services, experiences, events, persons,
places, properties, orgnizations, informtions,
ideas
A marketer is someone who seeks a responseattention, a purchase, a vote, a donation – from
another party called prospect
If two parties are seeking to sell something to
each other, we call them both marketers
2 interacting components of marketing –
company and market
2 components of market – customer and
competion
The strategic 3C’s concept – can provide a
standard for judging marketing effectiveness.
The output of these 3C’s is collectively called
Key Results Area
1. Customer – sales ( better than before)
of product and service
2. Competition - market share ( better
than others) – standing in the market
3. Company -profit ( better than expected)
– serve as the reason to make your
standing go up
4 U’s of marketing
1. New User – who uses the product or
services
2. Extended User – who can still use the
product or service
3. New Usage – for what purpose is the
product or service used?
4. More Usage – when and in what
occasions is the product or service
used?
Core marketing concept
a. Needs – are the basic reason or the
minimum requirements consumers look
for in a product or service. They are
called the qualifying or “gatekeeper”
dimension in a purchase. (physical,
social and individual)
b. Wants – are determining dimensions
among many choices. They are the
motivating attribute.
c. Expectations – are values or intangibles
associated with a product or service.
They are actually part of wants.
Marketers don’t create the needs and wants of
customers because they are already existing,
they are the one telling that they need this
product of that there product exists.
Maslow’s Hierarchy of Needs
-
Self-actualization ( self-fulfillment)
Self-esteem
Love and belonging
-
Safety needs ( security)
Physiological needs ( basic needs)
Features – product attributes
Advantages – positive
Benefits – what’s in the product
Approaches of Marketing
1. traditional marketing – without the use
of social media. Examples are mass
media, television,radio, e-mails, print
medias
2. contemporary marketing – modern
marketing strategies. Examples are
social media apps, shoppe, influencers
Goals of Marketing
Awareness – informing the customers about the
product or service
Trial – encourage the customer to buy the
product ( free tastes, testers)
Availability – accessibility – distribution
Repeat Purchase – buying product again ( loyal
customers)
Marketing Orientation
a. production concept – internal
capabilities, producing in lower price
(manpower, machine, money,
equipments)
b. product concept – innovation, quality of
the product, features - KAIZEN
c. selling concept – aggressive sales
technique, salespersons at sales
method. In short to make profit
d. marketing concept – company plus
customer. Focus not only on customers
but they also focus on profits
e. societal-marketing concept – company
plus customer plus the society
Marketing Mix ( 4 P’s)
1. product – to satisfy the needs and
wants of the target market
(satisfaction). The good or service the
company provides.
2. price – to make the product affordable
to the target market and reflect the
value of benefits provided (amount)
3. place – to make the product
conveniently available to the target
market ( distribution). Refers to where
the product is purchased.
4. promotion –to build and improve
consume demand ( advertising to
effectively persuade)
Promotions Mix
a. advertising – to effectively inform,
persuade and remind the target market
b. public relations – to offer a positive
image of the company and the brand
(influence perception of public,
disseminating information)
c. sales promotion – to convince
customers to buy immediately(discount)
d. selling – to get the customer to buy
YOU DON’T TRY TO SERVE EVERYBODY - #1 RULE
OF MARKETING
3 people with local businesses
1. Richard V. Sanz
2. Jose Magsaysay Jr.
3. Edgar Injap Sia