MARKETING MANAGEMENT

BA 209

REPUBLIC CENTRAL COLLEGES

Angeles city MARLON G. MANLANGIT Professor

WHAT IS MARKETING?
Marketing is the Social process by which individuals and groups obtain what they need and want through creating and exchanging products and values with others Marketing is the Managerial process that identifies, anticipates and satisfies customer requirements profitably

Marketing as Management Function

MANAGEMENT

MARKETING

PRODUCTION

FINANCE

HUMAN RESOURCE

What is the relationship between marketing and each of the other management functions?

MARKETING AS CENTER OF THE MANAGEMENT FUNCTIONS

MARKETING

How does each other functions of management supports marketing as the center of management?

GOALS OF MARKETING
M A X I M I Z LIFE QUALITY E
CHOICE CONSUMPTION

CONSUMER SATISFACTION

THE STRATEGIC 3Cs CONCEPT

INTERACTING COMPONENTS OF MARKETING

COMPANY

MARKET

INTERACTING COMPONENTS OF A MARKET

CUSTOMER

COMPETITION

HOW DOES EACH COMPONENTS INTERACTS WITH EACH OTHER? IS IT NECESSARY FOR THEM TO BE EQUAL AT ALL TIMES?

STRATEGIC 3Cs OF MARKETING

CUSTOMERS

COMPANY COMPETITION WHAT ARE THE KEY OBJECTIVES OF THE 3Cs?

INPUT AND OUTPUT OF MARKETING

SALES Marketing Oriented CUSTOMERS

COMPANY PROFIT WHAT ARE THE KEY RESULT AREAS OF EACH OUTPUT?

COMPETITION MARKET SHARES

CONTEMPORARY MARKETING APPROACHES

THE MARKETING MIX

PRODUCT (desirable)

PROMOTION (effective)

CONSUMER

PRICE (affordable)

PLACE (availability)

HOW DOES 4Ps INFLUENCE THE BUYERS DECISIONS AND RESPONSES? CAN THE COMPANY CONTROL EACH 4Ps?

CONCEPTUAL APPROACH
PRESIDENT COMPANY ORGANIZATION APPLYING THE MARKETING CONCEPT

VP FINANCE

VP HR

VP MARKETING

VP PRODUCTION

SALES

DISTINGUISH MARKETING CONCEPT AND A CONCEPT IN MARKETING

MARKETING RESEARH PRODUCT MANAGER PROMOTION MANAGER CUSTOMER SERVICE

SYSTEM (HOLISTIC) APROACH

MAIN ACTORS AND FORCES IN A MODERN MARKETING SYSTEM

COMPANY
(MARKETER)

MARKETING

END USER
(MARKET)

SUPPLIERS

(INTERMEDIARIES)

COMPETITORS

WHAT IS A MARKETING SYSTEM? WHAT ARE THE ROLES OF THE MARKETING INTERMEDIARIES?

QUESTIONS?
IS MARKETING A BUSINESS? IS MARKETING ECONOMICS?