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8/10/2019 Sales and Marketing Management-1

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Sales and MarketingManagement

Group 6Gecolea, Bienn CarloGarcia, Edward Kenneth AllenCerezo, John Paul

Clamucha, John BernardDelfin, CamusPobar, Dani



What is Marketing? Selling?

Advertising? Promotions?

Making products available in stores?

Maintaining inventories?



MarketingMarketing is the process of planning and executing

the conception, pricing, promotion, and distributionof ideas, goods, services to create exchanges thatsatisfy individual and organizational goals

American Marketing Association



Marketing ManagementMarketing management is the art and science of

choosing target markets and getting, keeping, and

growing customers through creating, delivering, andcommunicating superior customer value.



Top 20 brands WorldwideAccording to Interbrand



Core Concepts of Marketing

Need –food ( is a must )

Want –Pizza, Burger, French fry's ( translation of a needas per our experience )

Demand –Burger ( translation of a want as per ourwillingness and ability to buy )

Desire –Have a Burger in a five star hotel



Company orientations toward theMarketplace

• Production Concept• Product Concept• Selling Concept• Marketing Concept• Societal Marketing Concept



One of the oldest concepts guidingsellers.

The production concept holds thatconsumers will favor those products

that are widely available and low incost.

There are two types of situation, firstis where the demand for a product

exceeds supply. The second is wherethe product’s cost is high and has to

be brought down through increasedproductivity to expand the market

Production Concept



The product concept holds that theconsumers will favor those products that

offer the most quality, performance, orinnovative features. Managers in theseproduct-oriented organizations focus theirenergy on making superior products and

improving them over time.

Product Concept



The marketing concept holds that the key toachieving organizational goals consists in

determining the needs and wants of targetmarkets and delivering the desiredsatisfactions more effectively and efficientlythan competitors.

Marketing Concept



Social marketing concept holdsthat the organization that ’s taskis to determine the needs , wants,

and interest of target marketsand to deliver the desiredsatisfactions more effectively andefficiently than competitors in a

way that preserves or enhancesthe consumer’s and the society’swell-being.

Societal MarketingConcept



MarketingMarketing is the sum of all activities that take

you to a sales outlet. After that sales takes over.

Marketing is all about creating a pull, sales is allabout push.

Marketing is all about managing the four P’s product

price

place

promotion



Difference Between -Sales &

Marketing ? Sales

trying to get the customer to want what the company produces

Marketing trying to get the company produce what the customer wants



Scope –What do we market

Goods

Services

Events

Experiences Personalities

Place

Organizations

Properties

Information

Ideas and concepts



1. Physiological Needs

- These include the most basic needs that are vital tosurvival, such as the need for water, air, food, and sleep.Maslow believed that these needs are the most basic andinstinctive needs in the hierarchy because all needs

become secondary until these physiological needs are met.

Five Levels of the Hierarchy of

Needs



2. Security Needs

- These include needs for safety and security. Security

needs are important for survival, but they are not asdemanding as the physiological needs. Examples of securityneeds include a desire for steady employment, health care,safe neighborhoods, and shelter from the environment.

3. Social Needs

- These include needs for belonging, love, andaffection. Maslow described these needs as less basic than

physiological and security needs. Relationships such asfriendships, romantic attachments, and families help fulfillthis need for companionship and acceptance, as doesinvolvement in social, community, or religious groups.



4. Esteem Needs

- After the first three needs have been satisfied,

esteem needs becomes increasingly important. Theseinclude the need for things that reflect on self-esteem,personal worth, social recognition, andaccomplishment.

5. Self-actualizing Needs

- This is the highest level of Maslow’s hierarchyof needs. Self-actualizing people are self-aware,

concerned with personal growth, less concerned withthe opinions of others, and interested fulfilling theirpotential.



1. Negative Demand: A market is in a state ofnegative demand if a major part of the market

dislikes the product and may even pay a priceto avoid it.

2. No Demand: Target consumers may be

uninterested or indifferent to the product.

Kinds of Demand



7. Overfull Demand: Some organizations face a demandlevel that is higher than they can or want to handle.

8. Unwholesome Demand: Unwholesome products willattract organized efforts to discourage their consumption.



Who is a Customer ?

Anyone who is in the market looking at a product /service for attention, acquisition, use or consumptionthat satisfies a want or a need



Customer

CUSTOMER has needs, wants, demands and desires

Understanding these needs is starting point of the entiremarketing

These needs, wants arise within a framework or an ecosystem

Understanding both the needs and the ecosystem is the startingpoint of a long term relationship



Defining Customer Value

Our premise is that buyers will buy from the firmthat they perceive to offer the highest customerdelivered value.

• Customer delivered value is the difference betweentotal customer value and total customer cost. And totalcustomer value is the bundle of benefits customersexpect from a given product or service.



Thus, we assert that the buyer forms a judgment ofvalue and acts on it. Whether the buyer is satisfiedafter purchase depends upon the offer’s

performance in relation to the buyer’s expectations.

Satisfaction is the level of a person’s felt stateresulting from comparing a product’s perceived

performance (or outcome) in relation to theperson’s expectations.

Customer Satisfaction



Companies are not only seeking to improvetheir relations with their partners in the

supply chain.

Today they are intent on developing stronger bonds and loyalty with their ultimate

customers.

Retaining Customers



How Do Consumers Choose Among

Products & Services?

Value - the value or benefits the customers gain from using the

product versus the cost of obtaining the product.

Satisfaction - Based on a comparison of performance andexpectations.

Performance > Expectations => Satisfaction

Performance < Expectations => Dissatisfaction



Customers -Problem Solution

As a priority , we must bring to our customers“WHAT THEY NEED”

We must be in a position to UNDERSTAND theirproblems

Or in a new situation to give them a chance to AVOID the problems



Customer looks for Value

Value = Benefit / Cost

Benefit = Functional Benefit + Emotional Benefit

Cost = Monetary Cost + Time Cost +

Energy Cost + Psychic Cost



The Marketing Plan

A written document that acts as a guidebook ofmarketing activities for the marketing manager



CONTENTS of MARKETING PLAN

Business Mission StatementObjectives

Situation Analysis (SWOT)

Marketing Strategy

Target Market Strategy Marketing Mix

Positioning

Product

Promotion

Price Place – Distribution

People

Process

Implementation, Evaluation and Control



ProductAnything that is offered to the market for attention,acquisition, use or consumption that satisfies a want or aneed



P d t Mi



Product Mix

Width –how many product lines a company has

Length –how many products are there in a productline

Depth –how many variants of each product existwithin a product line

Consistency –how closely related the product linesare in end use



What is a Service? Defining the

Essence

An act or performance offered by one party to another(performances are intangible, but may involve use of physicalproducts)

An economic activity that does not result in ownership

A process that creates benefits by facilitating a desired changein customers themselves, or their physical possessions, orintangible assets



Major Characteristic of Services Intangibility–Services are intangibility cannot be

seen, tasted, felt, heard or smelled before purchase.

Inseparability -Services are produced and consumedsimultaneously.

Variability or Heterogeneity –Services are highlyvariable

Perishability –Services cannot be stored.Non Ownership -Services are rendered but there is

no transfer of title



Summary



MarketingMarketing is the process of planning and executing

the conception, pricing, promotion, and distribution

of ideas, goods, services to create exchanges thatsatisfy individual and organizational goals

American Marketing Association