Marketing Management  101 Professor Enrique Soriano III
Marketing Means Change   <ul><li>Change has been constant throughout the history of marketing </li></ul><ul><li>Markets ar...
Everything Changes <ul><li>Customers grow old, develop new tastes, acquire new values, earn different amounts and prioriti...
Today’s winners may be tomorrow’s losers <ul><li>Guess what percentage of the world’s 500 most successful (Fortune 500) co...
<ul><li>33% or one third  </li></ul><ul><li>who were at the top in 1957 still  survive  today  </li></ul>
<ul><li>Success is the temporary suspension of </li></ul><ul><li>failure </li></ul>
In search of excellence? <ul><li>The book highlighted 46 outstandingly excellent companies </li></ul><ul><li>How many of t...
Dot.com companies? <ul><li>Jump forward to the turn of the millennium </li></ul><ul><li>(2000) and 95-98 per cent of the d...
The pattern continues… <ul><li>Continual success requires continual monitoring and responses to change …often before the c...
Marketers must keep their antennae out <ul><li>We must observe change and respond to it </li></ul><ul><li>We must look tow...
<ul><li>As Jack Welch ex CEO of General Electric pointed out… </li></ul><ul><li>“ If the rate of change inside a company i...
Why are most companies weak in marketing? <ul><li>Consider this recent list of pathetic marketing </li></ul><ul><ul><li>95...
What is Marketing? <ul><li>There are many different definitions of marketing </li></ul><ul><li>It can be defined as a rang...
What is Marketing? <ul><li>The great thing about marketing is that it takes an hour to learn and a lifetime to master </li...
What is Marketing? Classic definition of  marketing… Getting the right products in  the right place at the right  price at...
What is Marketing? Marketing is about identifying consumer needs, meeting those needs in terms of product development and ...
What is Marketing? I define Marketing as looking at people’s needs and wants and matching them with certain products that ...
Marketing is about   A Focus on Benefits… Customers buy products but they want benefits What people really desire are not ...
Who Needs Marketing? The key is to approach marketing in a proper,  disciplined approach That stays close to the customer,...
Who Needs Marketing? <ul><li>Everyone needs marketing </li></ul><ul><li>Its not just big corporations that use  </li></ul>...
What is Marketing? In short… Marketing is common sense applied !
Why bother with researching needs and wants? <ul><li>Customers are at the centre of the marketing concept </li></ul><ul><l...
Why bother with researching needs and wants? <ul><li>We have basic needs for food, shelter, love and so on </li></ul><ul><...
Why bother with researching needs and wants? <ul><li>Understanding customers’ needs and wants is absolutely vital for long...
Is Marketing an Art or a science? Can marketing managers predict what  will happen when they mix marketing  ingredients to...
Is Marketing an Art  or a science? Are human beings conditioned by TV advertising,  or by their neighbors or are they tota...
Is Marketing an Art  or a science? Can marketers buy “ share of mind” i.e.  calculate how many advertisements it  takes to...
52% 74% P 15, 000 - Below Lower DE 28% 18% P 15, 001 - 30, 000 Middle C2 14% 7% P 30, 001 - 50, 000 Upper Middle C1 P 50, ...
Is Marketing an Art or a science? Or is there so much creativity in marketing that many would consider it to be an art for...
Are markets becoming  more competitive? Somewhere out there, as I speak,  competitors are  Analyzing  And  Targeting  our ...
Are markets becoming  more competitive? Markets are becoming more competitive  today than ever before Partly because of gl...
Are markets becoming  more competitive? <ul><li>That is why we need to spend time studying  </li></ul><ul><li>Customers </...
Applying segmentation  in your organization It is a unique group of customer (or potential  customers) who share some comm...
Applying segmentation… Customers and prospective customers  can be grouped together or ‘segmented’ in lots of different wa...
Knowing your customer! Allocate time to know your customers as each  segment that is chosen or targeted needs to be  treat...
Knowing your customer! In the 60’s, we had mass marketing In the 70’s segmentation became more popular In the 80’s target ...
Knowing your customer ! Marketers today satisfy smaller and smaller  segments, right down to individual  requirements Mass...
Stay Close to your  Customers! It also helps to see the target customers more  effectively  It allows the marketer to brea...
Stay Close to your  Customers! The closer understanding of customer needs  helps protect an organizations’ existing  custo...
Why bother with STP? It not only reduce waste but also help boost sales and find the best prices Some people are more like...
How do you select your target market <ul><li>Size </li></ul><ul><li>Profitability </li></ul><ul><li>Growth </li></ul><ul><...
What exactly is positioning   <ul><li>Effective positioning requires an in-depth  understanding  of the market, its needs,...
Why bother with  planning? It’s a pain in the neck!  It’s a waste of time! I need to be out there with my customers!
Why bother with  planning? But wait a minute… How much money is needed for  advertising and promotions? Is there money ava...
Why bother with  planning? Without a plan there is no control, just  Different people pushing in different  Directions Wit...
Why bother with planning? Why some organizations have big  Increases in sales and profits and yet  they still go out of bu...
Why bother with planning? Planning forces the manager to  consider the future… even create  the future! Managers need to m...
Why bother with planning? Planning along with leading, organizing And controlling- is one of the key skills  that a manage...
Marketing must permeate throughout the  whole organization as part of the corporate  culture MARKETING IS TOO IMPORTANT TO...
Enrique Soriano [email_address]
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  1. 1. Marketing Management 101 Professor Enrique Soriano III
  2. 2. Marketing Means Change <ul><li>Change has been constant throughout the history of marketing </li></ul><ul><li>Markets are in a constant state of change </li></ul><ul><li>To survive, you have to move with the market </li></ul><ul><li>To do this, you have to change your marketing </li></ul>
  3. 3. Everything Changes <ul><li>Customers grow old, develop new tastes, acquire new values, earn different amounts and prioritize “new” needs </li></ul><ul><li>New competitors emerge, laws and regulations change and technology sends out shockwaves </li></ul><ul><li>The world and marketing are changing </li></ul><ul><li>In short, NOTHING STAYS THE SAME! </li></ul>
  4. 4. Today’s winners may be tomorrow’s losers <ul><li>Guess what percentage of the world’s 500 most successful (Fortune 500) companies in 1957 still exist today? </li></ul>
  5. 5. <ul><li>33% or one third </li></ul><ul><li>who were at the top in 1957 still survive today </li></ul>
  6. 6. <ul><li>Success is the temporary suspension of </li></ul><ul><li>failure </li></ul>
  7. 7. In search of excellence? <ul><li>The book highlighted 46 outstandingly excellent companies </li></ul><ul><li>How many of these so-called excellent companies of the 80’s have survived today? </li></ul><ul><li>6 </li></ul>
  8. 8. Dot.com companies? <ul><li>Jump forward to the turn of the millennium </li></ul><ul><li>(2000) and 95-98 per cent of the dot coms were forecasted to fail </li></ul><ul><li>You can see them falling today </li></ul><ul><li>Its not just new on-line companies but well established major businesses that get left behind by the relentless pace of change and changing markets </li></ul>
  9. 9. The pattern continues… <ul><li>Continual success requires continual monitoring and responses to change …often before the change actually occurs </li></ul>
  10. 10. Marketers must keep their antennae out <ul><li>We must observe change and respond to it </li></ul><ul><li>We must look towards long term changes and future market trend that may affect directly and indirectly their markets </li></ul><ul><li>Today’s marketers must have to be keen observers of change </li></ul>
  11. 11. <ul><li>As Jack Welch ex CEO of General Electric pointed out… </li></ul><ul><li>“ If the rate of change inside a company is less than the rate of change outside a company, then the end is in sight” </li></ul>
  12. 12. Why are most companies weak in marketing? <ul><li>Consider this recent list of pathetic marketing </li></ul><ul><ul><li>95% do not design customer experiences to evolve specific emotions </li></ul></ul><ul><ul><li>85% do not identify customer expectations </li></ul></ul><ul><ul><li>70% of major Asian companies do not reply to an email inquiry in 4 days </li></ul></ul><ul><ul><li>70% of Asian companies could not identify customers at risk of defection </li></ul></ul><ul><ul><li>80% of Asian companies were unable to identify why they lose customers </li></ul></ul>
  13. 13. What is Marketing? <ul><li>There are many different definitions of marketing </li></ul><ul><li>It can be defined as a range of activities including advertising, selling, PR, sales promotion, direct mail, pricing, market research and so on, </li></ul><ul><li>It is a management process responsible for identifying, anticipating and satisfying customer requirements profitably. </li></ul>
  14. 14. What is Marketing? <ul><li>The great thing about marketing is that it takes an hour to learn and a lifetime to master </li></ul><ul><li>Drucker, the great management theorist had an equally appealing phrase which said” “ The role of marketing is to make the sales force redundant” </li></ul>
  15. 15. What is Marketing? Classic definition of marketing… Getting the right products in the right place at the right price at the right level of promotion
  16. 16. What is Marketing? Marketing is about identifying consumer needs, meeting those needs in terms of product development and very effectively communicating to customers that you have met their needs and that includes pricing , that includes the right communication channels, it includes the right messages and the right media for those messages.
  17. 17. What is Marketing? I define Marketing as looking at people’s needs and wants and matching them with certain products that are available now, today and in the future!
  18. 18. Marketing is about A Focus on Benefits… Customers buy products but they want benefits What people really desire are not products but satisfying experiences Ray Croc built McDonalds on one simple formula: Quality, Service and Cleanliness “ Doing yesterday better”
  19. 19. Who Needs Marketing? The key is to approach marketing in a proper, disciplined approach That stays close to the customer, collects feedback and develops new and improved products for tomorrow The time is ripe for your organization to adopt marketing excellence!
  20. 20. Who Needs Marketing? <ul><li>Everyone needs marketing </li></ul><ul><li>Its not just big corporations that use </li></ul><ul><li>marketing techniques </li></ul><ul><li>Even religious groups and non profit </li></ul><ul><li>organizations and even our police force </li></ul><ul><li>employ marketing techniques to a certain </li></ul><ul><li>degree </li></ul>
  21. 21. What is Marketing? In short… Marketing is common sense applied !
  22. 22. Why bother with researching needs and wants? <ul><li>Customers are at the centre of the marketing concept </li></ul><ul><li>Customer needs and wants are not always apparent </li></ul><ul><li>They have to be continually researched </li></ul>
  23. 23. Why bother with researching needs and wants? <ul><li>We have basic needs for food, shelter, love and so on </li></ul><ul><li>Wants are specific desires some would prefer hamburger, others vegetarian meal, others Indian, Chinese or Mexican </li></ul><ul><li>The same person in a different situation, might only want a plain bar of chocolate </li></ul>
  24. 24. Why bother with researching needs and wants? <ul><li>Understanding customers’ needs and wants is absolutely vital for long term survival </li></ul><ul><li>Not everyone can spot a new product opportunity or a relevant market trend that satisfies a customer’s, often hidden, needs </li></ul><ul><li>Even the best get it wrong, and misinterpret customer needs and wants </li></ul>
  25. 25. Is Marketing an Art or a science? Can marketing managers predict what will happen when they mix marketing ingredients together? If they reduce price will sales go up… or down? Or if they increase advertising… will sales go up… or down?... This week, this month, next year or in the long term… what will happen?
  26. 26. Is Marketing an Art or a science? Are human beings conditioned by TV advertising, or by their neighbors or are they totally free Agents With the advertising intensity of the cellular business, suddenly the SMS craze change the behavior patterns of 30 million Filipinos Marketing moves beyond the realm of physical responses and into the realm of mental responses such as shifts in awareness, attitudes, intentions to purchase, and so on
  27. 27. Is Marketing an Art or a science? Can marketers buy “ share of mind” i.e. calculate how many advertisements it takes to achieve carefully determined levels of brand awareness Marketers can predict aggregate numbers of customers who will respond to direct mail shots or TV advertisements Or is there so much creativity in marketing that many would consider it to be an art form? So it an art, a science or both? Time to think…
  28. 28. 52% 74% P 15, 000 - Below Lower DE 28% 18% P 15, 001 - 30, 000 Middle C2 14% 7% P 30, 001 - 50, 000 Upper Middle C1 P 50, 001 - 99, 999 Upper B 6% 1% P 100, 000 + Upper A Metro Manila Total Philippines Estimated Monthly Income   % Pop HH   ESTIMATED MONTHLY INCOME (Source: PSRC/AGB data)
  29. 29. Is Marketing an Art or a science? Or is there so much creativity in marketing that many would consider it to be an art form? So it an art, a science or both? Time to think…
  30. 30. Are markets becoming more competitive? Somewhere out there, as I speak, competitors are Analyzing And Targeting our customers
  31. 31. Are markets becoming more competitive? Markets are becoming more competitive today than ever before Partly because of global competition and partly because reaction times are quicker and product life cycles are shorter No market is safe from competition Competition can attack an organization’s sales, Market share or profits anytime
  32. 32. Are markets becoming more competitive? <ul><li>That is why we need to spend time studying </li></ul><ul><li>Customers </li></ul><ul><li>Competitors </li></ul><ul><li>Market Trends </li></ul>
  33. 33. Applying segmentation in your organization It is a unique group of customer (or potential customers) who share some common characteristics that make them different from other groups of customers Some segments have different needs, require different versions of the same product, pay different prices, buy in different places, can be reached by different media
  34. 34. Applying segmentation… Customers and prospective customers can be grouped together or ‘segmented’ in lots of different ways… age, sex, where they live, how they live, what they earn, and so on
  35. 35. Knowing your customer! Allocate time to know your customers as each segment that is chosen or targeted needs to be treated differently in some way. Segmenting and selecting the best target segments is called target marketing This is a vital marketing skill
  36. 36. Knowing your customer! In the 60’s, we had mass marketing In the 70’s segmentation became more popular In the 80’s target marketing became so precise that narrower, smaller segments or niche markets emerged In the 90’s one to one grew as technology spread and named individuals where targeted directly through database marketing’s mail and telesales
  37. 37. Knowing your customer ! Marketers today satisfy smaller and smaller segments, right down to individual requirements Mass Customization New millennium strategy that will compel many products and services to tailor-made their offerings to thousands and even millions of individual requirement i.e. newspapers, publications and websites
  38. 38. Stay Close to your Customers! It also helps to see the target customers more effectively It allows the marketer to break up the market, focus on the best segments and find new customers who might otherwise have been lost in the madding crowd Sloppy targeting not only waste resources but it can also damage an organizations’ reputation
  39. 39. Stay Close to your Customers! The closer understanding of customer needs helps protect an organizations’ existing customer base from the inevitable onslaught of competitors and their offerings
  40. 40. Why bother with STP? It not only reduce waste but also help boost sales and find the best prices Some people are more likely to buy your product, service or idea than other people Time spent carefully segmenting and accurately targeting helps to find those people. Without segmentation, the likelihood of success reduces
  41. 41. How do you select your target market <ul><li>Size </li></ul><ul><li>Profitability </li></ul><ul><li>Growth </li></ul><ul><li>Competition </li></ul><ul><li>Resources required </li></ul>
  42. 42. What exactly is positioning <ul><li>Effective positioning requires an in-depth understanding of the market, its needs, its segments and the target market selected </li></ul><ul><li>Positioning strategy is based on whether it is </li></ul><ul><li> A. Required by the market </li></ul><ul><li>B. Distinctive </li></ul><ul><ul><li> C. Sustainable </li></ul></ul>
  43. 43. Why bother with planning? It’s a pain in the neck! It’s a waste of time! I need to be out there with my customers!
  44. 44. Why bother with planning? But wait a minute… How much money is needed for advertising and promotions? Is there money available for a new brochure? What is the sales campaign going to happen?
  45. 45. Why bother with planning? Without a plan there is no control, just Different people pushing in different Directions Without a plan, you lose control and Sometimes your business Why some organizations have big Increases in sales and profits and yet they still go out of business
  46. 46. Why bother with planning? Why some organizations have big Increases in sales and profits and yet they still go out of business Because of the cash flow problems Caused by unplanned growth Sales and marketing must integrate with other functions like finance
  47. 47. Why bother with planning? Planning forces the manager to consider the future… even create the future! Managers need to move away from the day to day operations and reflect on the bigger picture– how it all fits Together Plans integrates all activities!
  48. 48. Why bother with planning? Planning along with leading, organizing And controlling- is one of the key skills that a manager and even an employee must have To summarize, planning saves time and Money, reduces stress, panic and heart Attack, paints a bigger picture, looks to the future, helps a person organize effectively
  49. 49. Marketing must permeate throughout the whole organization as part of the corporate culture MARKETING IS TOO IMPORTANT TO BE LEFT TO THE MARKETING DEPARTMENT
  50. 50. Enrique Soriano [email_address]

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