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Business Marketing (2nd Sem, 3 Quarter)

What is Marketing? 3. Construct an integrated marketing program that delivers

superior value.

4. Build profitable relationship and customer delight

1. Total system of activities designed to plan, price, promote
and distribute want-satisfying goods or services to present 5. Capture values from customers to create profits and customer
potential customers. equity.

2. Process of continuously profitably satisfying the target Recognizing Traditional and Realizing the
customer’s need, wants, and expectations superior to Contemporary approaches to marketing.
competitions.
(FA-HRT-SOP-SMS)
-Consider the following in planning and developing a
-Marketing- integral part of the business process.
product for it is essential in creating product and marketing
strategies.

T R A D I T I O N A L
3. From this, companies value for customers and build strong
(1-4 are under the management which is the one who plans and
relationship to capture values from customers in return.
leads the company)

4. An integrated process by which product, price, place, and

promotion are strategically planned and implemented to satisfy
the customer’s needs, wants, and expectation to establish
mutually beneficial relationships.
1. Finance and Accounting- managing income and expenses of
the company.
2. Human Resource and Training- manages the staffing and
training of people to be efficient in their work.

3. Service Operation and Production- responsible for producing

Needs- qualifying determinants
purchasing products.
product and rendering of service. They control the quality of the
of consumers in outputs based on marketing plan.
4. Sales Marketing Service- workers help businesses sell
product. (most effective is way sales talk)

Wants- deciding factors amid various options. Elements of 3C’S

Company

Expectations- beliefs on the consumer on the Competition Costumers

benefits and advantages they will get from the
product. The company and the customer- company creates and
develops product according to client’s needs, wants, and
expectations.

Goals of Marketing The company and the competition- company must have a
deep look of its competitive landscape.
-are ultimate objectives an organization desires to attain
through effective marketing programs.

1. To attract the new customers by promising superior C O N T E M P O R A R Y

value.

2. To keep and grow current customers by delivering

product product
satisfaction.

Process of Marketing (UDCBC) promotion place

1. Understand the marketplace and customer needs and wants.

2. Design customer driven marketing strategy.

The Marketing Mix

-Claire Pedregosa
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Business Marketing (2nd Sem, 3 Quarter)

In planning for a product: Fundamental Concepts that are Important in the

Study of Marketing
-Know the intended customer

-What do they want?

1. To identify the needs of the consumers and the market, the
-What needs would the product satisfy?
company and the competitors should examine with them.
-Does it meet their expectation?

-What are the brand name and packaging of the product or

2. Produce and convey the products, services, experiences, and
service?
messages to the consumers, either directly or through marketing
intermediaries.

In pricing:
-How customers perceive the value of the product or service?
-What are the prices of competing brands?
-How will the product or service be priced compared to other
brands?
-Is the price reasonable for the quality?
-Would it be wise to offer a discount? If so how much discount
would be the best offer?
3. Environmental forces such as demographic, economic natural,
technological, political and socio-cultural can affect the
relationships between the company and consumers, the
competitors and consumers, and the supplier and customers.
Customer Relationship Management or CRM
-overall process or building and maintaining profitable
customer relationship by delivering superior customer
value and satisfaction.

Distribution plan: *Customer value

-Where do customers would like to buy the product? =CRM

-Are the channels accessible to the customers? *Customer satisfaction

-Are the channels appealing to the customers?

-Are the channels in need of a sales personnel? Relationship Marketing- activities designed to manage
customer loyalty and long-lasting customer relationship.
-Are there competitors in the channels? How does the product
draw distinction form others?

Advantages of Having Strong Relationship

Tools in promoting products or services (PSAPP) Market (MRPG)

1. Personal selling 1. Maintain long-lasting customer relationship.

2. Sales promotion 2. Receive referrals from potential customers.

3. Advertising 3. Provides feedback mechanism
4. Publicity 4. Gives competitive edge.
5. Public relations

Understanding the Value of Customer in

Modern Marketing System Marketing
1. Strong customer relationships makes business more
profitable in the long term.

2. Being the source of information in the developing or

improving the product and service features and benefits.

-Claire Pedregosa
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Business Marketing (2nd Sem, 3 Quarter)

-the companies utilize different strategies in developing

relationship with their customers.
Elements of Strategic Customer Satisfaction
According to levels: Management
1. Basic relationships- companies with many low-margin target
1. Market segmentation- process of diving the whole market
often utilizes this approach. With this marketers establish
into particular groups whose likeness makes them a market for
relationships by brand advertisements, public activities, and
specific product, service which satisfy their distinct needs.
social media.
2. Leadership- capacity of a company’s management to set and
2. Full-part partnership- companies with few and high margin
achieve challenging goals, take fast decisive action, outperform
target sort to this kind of relationship. Marketers create this
the competition, and inspire others to perform at the highest
relationship by working actively with principal customers like
level.
large retailers and distributors
3. Feedback- source of referrals.

According to marketing tools:

Steps in delivering excellent customer service culture
1. Frequency Marketing Program- companies use this kind of (PPK-TE-ES-AI-EE)
approach in establishing and maintaining relationship with
customers. Usually they give loyal customers reward in forms 1. Provide Product Knowledge
of points, discount, freebies, coupons, and gc.
2. Train Employees
2. Club Marketing Program- some companies provide
sponsorship for club which benefits members of community. 3. Establish System
Usually companies initiates club and recruits loyal customers to
4. Attend to Issues
be a member by issuing membership cards.
5. Empower Employees
3.

Strategic Customer
Satisfaction Management
Marketing Opportunity Analysis and Consumer
Analysis

Internal Customer External Customer

Strategic planning- is a wide procedure that addresses the
whole business.

-they identify the competitive advantages

Go and Escareal-Go’s framework presents the dynamic relationships

of variables and explains the importance of internal and external
customers in the process of managing satisfaction. Marketing planning- they staff from operational and
managerial levels to implement effective marketing strategies.

Types of Customers According to Market

1. Consumer markets- the most common, these are the
mothers, teenagers, young executives, farmer.
2. Business markets- customers that purchase raw materials and
industrial products or render service manpower and
transportation. Ex: San Miguel
3. Reseller markets- they resell and gain profit. Ex: Robinsons,
SM, Landmark
Strategic marketing- is the plan that marketers design in
accomplishing a goal (conception). It attend to the managing of
the business growth regarding sales, competition, and brand
imaging needed for competitive.
Tactical marketing- means that the marketers identify in
reaching the goals.

4. Government markets- they purchase commodities or service

to provide public services like providing relief goods during
disaster. Ex: Department of Social Welfare and Development.
5. International market- they import commodities for various
purposes. Ex: Asian markets, European market.
1) design own program for the brand.
2) know the trend.
3) identify direct and indirect competitor in the same market.

-Claire Pedregosa
 rd
Business Marketing (2nd Sem, 3 Quarter)

1. Micro-environment- consist of factors near to the company,

which has an impact on delivery of products.
Marketing Strategic Tactical
marketing Marketing
Goals

A. Suppliers Environment- individuals or institutions that

resources for the company. It has an effect on marketing
Marketing Planning Process operation.

Strategic Marketing Planning Process B. Market Intermediaries- are individuals that support
marketing by promoting, selling.
1. Industry research- groups that sell similar products

2. Market research- action or activity on knowing the customers

want and need. C. Customers Environment- this is complicated because
there are different type of needs.
3. Competition- of companies selling similar products with so

4. Market segmentation- dividing market into customers

D. Competitors Environment- companies that produce
5. Market positioning- place or location. same product in the market.

Tactical Marketing Planning Process

1. Promotion E. Public Environment- groups that have possible
concerns on the ability of the company.
2. Distribution Plan

3. Pricing Plan
Financial Publics- banks and other investment
Marketing Environment institutions.

Refers to various factors that makes an impact on the ability of Media Publics- radio, television, print media or
the company to sustain a profitable relationship with its target networks.
customers.
Government Publics- Dept. Of trade and industry,
Advantages: Dept. of Ed. DSWD

1. Provides company with a clear competitive landscape that Citizen-action Publics- environmental groups, gender
can help them in the competition with other companies. empowerment groups, child protection group.

2. Company will see the opportunities and threats that would

affect the operation of the business.
Macro Environment- has greater social factors that
3. The company can take advantage of the forecast affect the entire business programs in the industry. The
following are the factors that make impact on the
macro-environment.
Internal Environment- the factors inside the marketing 1. Political Factors – this includes legal, government
efforts. Includes public and functional divisions. agencies and pressure groups.
2. Economic Factors – this consist of variables that
Internal factors:
affects the consumers purchasing power and patterns.
1. Work force- managers, supervisors, technical workers The marketers should study the following trends
under the economic environment:
2. Equipment- computer, printers, camera, photocopier a. Gross National Product (GNP)
b. Consumers Growth Income
3. Facilities- training room, board room, manufacturing room c. Income Distribution
d. Impact of Oil Price about the transportation fares
4. Materials- paper, ink, batteries
and commodity prices.
5. Finance- Capitals, sales, revenue e. Recession or economic Decline
3. Cultural Factors – these are institutions and other
External Environment- the factors inside the marketing factors that make an impact on the basic values,
efforts. Includes public and functional divisions. perspective, choice, and other behaviors. It comprises
the following:

-Claire Pedregosa
 rd
Business Marketing (2nd Sem, 3 Quarter)

a. Language – can affect the effectiveness of the b. Who are the interested in buying and seek information
implementation of marketing programs such as to the products?
advertising. c. Who influences to evaluate choices, set criteria, and
b. Festivals – these are perfect avenue for the the final choice.
promotion of the product. d. Who makes the final decision?
c. Food – the ever changing taste buds of the e. Who does the actual buying?
Filipinos serve as the bible in formulating menus.
In traditional, perspective the Philippines offers
varieties of food depending on the region.
- Ilocanos – Pinakbet
- Bicolanos – Bicol Express
- Mindanao – Satti
d. Religion – has greatimpact on the beliefs and
values of the Filipinos
e. Customs, Traits, and Tradition – Filipinos are rich
in customs, traits, and traditions. Some of which
are the following
- “Mano po” - Harana
- Bayanihan - Pasko
- Pakikisama - Utang na Loob
4. Natural Factors – these are natural resources that are
needed as inputs by marketers of that are affected by
marketing activities. It is affected by the following:
- Protection of Resources - Ecotourism
- Recycle and Reduce of Waste
5. Technological Factors – these are the variables that
produce new technologies, create new products, and
discover marketing opportunities.
6. Demographic Factors – It deals mainly with the
population of human according to size, density,
location, age, gender, race, occupation, and other
statistics essential in the description of the market.

In studying the demographic environment, the marketers

must understand and fully observe the following:

1. The Customers are aging – marketers must find

opportunities to maintain their relationship by
developing the product or service based on the
changing needs of the aging customers.
2. New Markets are Immerging – marketers must also
consider the birth of new market that is potential new
costumers of the product.
a. The Baby Boomers – this age generation is the
middle age group going old age in the market
today.
b. The Generation X (Gen X) – which is
synonymous to MTV Generation’s due to heavy
influence Music Television Channel in the 80s
Era. This age generation is now entering the
middle age group of the market.
c. The Generation Y – may also refer to the echo
boomers or the millennial generation. This
generation occupy the youth segment (children
and teens) of today’s market. They are
characterized by heavy dependence of
technologies.
3. The Family Structure Changes – is the primetime
target customers of many customers. The marketers
must also consider the role of each member of the
family in purchasing. Here are some guide questions
that will identify the critical role of the family
members:
a. Who identifies the needs to purchase for the family.
-Claire Pedregosa