Marketing and Market Research
ATENEO DE MANILA UNIVERSITY
John Gokongwei School of Management
MARKETING 102 COURSE PACK
Enrico C. Osi, MBA (AGSB), PGD (Monash)
Table of Contents
Course Syllabus
Marketing Defined
Business Environment
Objectives
Business Portfolios
Strategies
13 Growth Strategies
Market Segmentation
Competitor Analysis
Customer Analysis
Demographics
Psychographics
Behavioral
Market Positioning
Methods of Data Collection
Importance of Information
Types of Business Organizations
Small and Medium Enterprises
Setting up a Business
Marketing Formal Planning
The Company’s Vision / Mission Statements
Product Strategy
New Product Strategy
Product Life Cycle
Industry Life Cycle
Pricing Strategy
Place / Distribution Strategy
Promotion Strategy
Manufacturing and Operations
Implementation Plan
Evaluation and Controls
Financial Data / Projected Profit and Loss Statement
Financial Ratios * MARKETING
* the process of continuously and profitably satisfying the target customers’ needs, wants and expectations superior to competition
* is the delivery of customer satisfaction at a profit
* 2 Fold Goals of Marketing
* attract new customers by promising superior value
* keep current customers by delivering satisfaction thus building lasting relationship with them
- Take care of your customers and your market share and profits will grow
4 P’s of the Marketing Mix
1. Product – Goods or Services that a company can offer to a target market. Ex: Mongol pencil
2. Price – Amount of money that consumers have to pay to obtain product. Ex: P 10.00 per pencil
3. Place – Locations or trade channels where product is available. Ex: National bookstore
4. Promotion – Activities that persuade target consumers to buy the product. Ex: TV exposure (Unang hirit show at Channel 7) showing how Mongol pencils are made
Core Concepts of Marketing
* a. Needs
* Physical human needs in order to survive.
* Ex: food, clothing and shelter (basic needs)
Maslow’s
John Gokongwei School of Management
MARKETING 102 COURSE PACK
Enrico C. Osi, MBA (AGSB), PGD (Monash)
Table of Contents
Course Syllabus
Marketing Defined
Business Environment
Objectives
Business Portfolios
Strategies
13 Growth Strategies
Market Segmentation
Competitor Analysis
Customer Analysis
Demographics
Psychographics
Behavioral
Market Positioning
Methods of Data Collection
Importance of Information
Types of Business Organizations
Small and Medium Enterprises
Setting up a Business
Marketing Formal Planning
The Company’s Vision / Mission Statements
Product Strategy
New Product Strategy
Product Life Cycle
Industry Life Cycle
Pricing Strategy
Place / Distribution Strategy
Promotion Strategy
Manufacturing and Operations
Implementation Plan
Evaluation and Controls
Financial Data / Projected Profit and Loss Statement
Financial Ratios * MARKETING
* the process of continuously and profitably satisfying the target customers’ needs, wants and expectations superior to competition
* is the delivery of customer satisfaction at a profit
* 2 Fold Goals of Marketing
* attract new customers by promising superior value
* keep current customers by delivering satisfaction thus building lasting relationship with them
- Take care of your customers and your market share and profits will grow
4 P’s of the Marketing Mix
1. Product – Goods or Services that a company can offer to a target market. Ex: Mongol pencil
2. Price – Amount of money that consumers have to pay to obtain product. Ex: P 10.00 per pencil
3. Place – Locations or trade channels where product is available. Ex: National bookstore
4. Promotion – Activities that persuade target consumers to buy the product. Ex: TV exposure (Unang hirit show at Channel 7) showing how Mongol pencils are made
Core Concepts of Marketing
* a. Needs
* Physical human needs in order to survive.
* Ex: food, clothing and shelter (basic needs)
Maslow’s