The document outlines the essentials of marketing management, including objectives, processes, consumer behavior, product management, pricing, promotion, distribution, and legislation. It emphasizes the importance of understanding target audiences, competitive pricing strategies, effective communication, and compliance with legal requirements. Additionally, it discusses the role of sales forecasting, distribution channels, and the influence of public policy on marketing practices.

1. MARKETING
MANAGEMENT
BALDONASA, JUVIE LOVE O.
CONTRATA, SHEENA FAITH G.
PASCUAL, JOMELYN SHYNNE L.

2. OBJECTIVES
•Understanding Marketing Basics
•Analyzing Consumer Behavior
•Developing Strategic Thinking
•Applying Marketing Tools
•Enhancing Communication Skills

3. WHAT IS MARKETING
MANAGEMENT?
The process of planning and
executing the conception, pricing,
promotion, and distribution of ideas,
goods, and services to create
exchanges that satisfy individual and
organizational goals.

4. Process that involves analysis,
planning, implementation,
and control of goods, services,
and ideas.

5. Marketing of Services
Marketing of services involves promoting and selling
intangible offerings, like experiences, expertise, or
solutions, rather than physical products. It's about
communicating the value and benefits of these services
to potential customers, understanding their needs, and
creating relationships to satisfy those needs.

6. This can include things like advertising, social media,
word-of-mouth referrals, and providing excellent
customer service to build trust and loyalty.
Essentially, it's all about showcasing how your service
can make people's lives better or easier, and
convincing them to choose you over competitors.

7. Marketing Planning and Organizing
• Set Clear Objectives
• Know Your Target Audience
• SWOT Analysis
• Develop Your Marketing Strategy
• Allocate Resources
• Create a Marketing Calendar
• Choose Marketing Channels
• Develop Marketing Collateral
• Implement and Monitor
• Evaluate and Adjust
• Continual Improvement

8. Consumer Behavior
•the actions, decisions, and preferences of
people when they interact with products or
services. It includes factors such as buying
habits, attitudes, and loyalty.

9. •Why People Buy: People buy things for
different reasons. It could be because they
need something, like food or clothes. Or
maybe they want something, like a new
phone or toy. Sometimes, they buy things
because they see others using them, like
trendy clothes or popular gadgets.

10. •How They Decide: When people decide what to buy,
they think about a few things. They might consider
the price, quality, or brand of the product. They also
think about how they feel about it. Some people like
to try new things, while others stick to what they
know and trust.

11. •Influences on Buying: People are influenced by lots
of things when they shop. They might see ads on TV,
online, or in magazines that make them want
something. Sometimes, they hear about a product
from friends or family and decide to try it. Other
times, they might just see something in a store and
think it looks cool, so they buy it.

12. •The Shopping Experience: Where people shop can
also affect what they buy. Some people like to go to
big stores with lots of options, while others prefer
smaller shops where they can get personal attention.
Online shopping has become really popular too,
because it's convenient and easy to compare prices.

13. Product Management
•A process that focuses on bringing a new
product to market or enhancing an existing one
•The primary focus of product management
is the end user. In order to create a competitive
product on the market, the needs of the
customer must be considered. Solutions must
be tailored to them every step of the way.

14. •Understanding the Market.
•Developing the Product
•Setting Goals
•Managing the Process
•Launching the Product
•Monitoring Performance
•Making Improvements

15. Pricing and Promotion Decisions

16. 1. Pricing Decisions
•Setting the Price: This involves deciding how much
to charge for your product or service. It's crucial
because it affects your profitability and how
customers perceive the value of what you offer.
•Considerations: Factors like production costs,
competitor prices, and perceived value to
customers influence pricing decisions. You want to
find a balance between being competitive and
making a profit.

17. •Strategies: Common pricing strategies include cost-
plus pricing (adding a markup to production costs),
competitive pricing (matching or undercutting
competitors' prices), and value-based pricing
(charging based on the perceived value to
customers).

18. 2. Promotion Decision
• Promoting Your Product: This involves communicating the value of
your product or service to potential customers. Promotion helps
create awareness, generate interest, and ultimately drive sales.
• Channels: Decide where and how to promote your product. This
could include advertising (online, print, TV, radio), public relations,
social media, events, or direct marketing.

19. • Message: Craft a message that resonates with your
target audience and highlights the benefits of your
product. It should be clear, compelling, and memorable.
• Timing: Consider when to run promotions or launch
marketing campaigns. Timing can impact effectiveness,
such as aligning promotions with holidays or seasonal
trends.

20. Distribution and Legislation

21. Distribution
•Getting Your Product to Customers: Distribution
involves the process of getting your product from
where it's made to where it's sold. This includes
decisions about how you'll store, transport, and
deliver your products to customers.
•Channels: Decide how you'll distribute your
product. This could include selling directly to
customers through your own stores or website, or
using intermediaries like wholesalers, distributors,
or retailers.

22. •Logistics: Logistics refers to the detailed planning
and execution of the distribution process. This
includes things like inventory management,
transportation, warehousing, and order fulfillment.
•Customer Convenience: Consider how your
distribution strategy impacts customer
convenience. You want to make it easy for
customers to find and purchase your product,
whether it's through physical stores, online
platforms, or other channels.

23. Legislation
•Understanding Legal Requirements: Legislation refers to
laws and regulations that govern various aspects of
business operations. This includes areas such as product
safety, labeling, advertising, and consumer protection.
•Compliance: It's essential to understand and comply
with relevant legislation to avoid legal issues and
maintain the trust of your customers. Failure to comply
can result in fines, lawsuits, or damage to your
reputation.

24. •Industry Regulations: Different industries may have
specific regulations that businesses must follow. For
example, food products must meet health and safety
standards, while financial products may be subject to
regulations governing transparency and disclosure.
•Ethical Considerations: Beyond legal requirements,
businesses should also consider ethical
considerations in their operations. This includes
things like environmental sustainability, fair labor
practices, and social responsibility.

25. Sales Forecasting: tools and techniques
•Sales forecasting is the process of estimating
the total revenue or number of deals you
will close in the future based on past data.

26. Tools and Methods
• TREND ANALYSIS is a type of sales forecasting that analyzes past
sales data to find patterns.
• REGRESSION ANALYSIS is the sales forecasting method that
inspects how individual sales strategies (the independent
variable) affect performance (the dependent variable) over time.
• TIME SERIES ANALYSIS in sales forecasting uses data collected at
various time intervals in order to track changes over time.
• ‍
CAUSAL ANALYSIS is a type of sales forecasting that assesses and
predicts how market fluctuations will affect a company’s profits.

27. Distribution Channels
•represents a chain of businesses or intermediaries
through which the final buyer purchases a good or service.
•Distribution channels include wholesalers, retailers,
distributors, and the Internet.
•In a direct distribution channel, the manufacturer sells
directly to the consumer. Indirect channels involve
multiple intermediaries before the product ends up in
the hands of the consumer.

28. Types of Distribution Channels
• Direct Distribution
• The manufacturer sells directly to the consumer
• Indirect Distribution
• involves multiple intermediaries before the product ends up in
the hands of the consumer.
• Hybrid Distribution
• use both direct channels and indirect channels. A product or service
manufacturer may use both a retailer to distribute a product or service
and may also make sales directly with the consumer.

29. Managing Salespersons
•management of activities and processes relating
to the effective planning, coordination,
implementation, control, and evaluation of an
organization's sales performance.

30. Marketing & Public Policy Framework
•The Marketing and Public Policy Framework is a way
of looking at how government regulations and
policies affect marketing practices.
•The Marketing and Public Policy Framework
examines how government regulations impact
marketing. It considers various factors like
consumer choices, competition, and societal
interests.

31. •It aims to develop regulations that promote
fairness, consumer protection, and economic
growth, while addressing issues like deceptive
advertising or product safety. Policymakers use
this framework to create effective regulations,
enforce compliance, and adapt policies as
needed, ensuring they remain beneficial to
society.

32. CONCLUSION

33. In conclusion, marketing management is vital for
organizations, involving planning, executing, and
overseeing marketing activities to meet goals.
Marketers analyze trends, consumer behavior, and use
tools like market research to create effective strategies.
By understanding factors like segmentation and
positioning, they build brand loyalty and value for
customers. Adaptability, creativity, and understanding
internal and external factors are key. Continuous
evaluation, strategy adaptation, and innovation ensure
sustained growth and competitive advantage.

34. Related Studies
• "Principles of Marketing" by Philip Kotler and Gary Armstrong - This
book provides a comprehensive overview of marketing principles and
strategies, covering topics such as consumer behavior, market
segmentation, product development, pricing, promotion, and
distribution.
• "Marketing Management" by Kevin Lane Keller and Philip Kotler - This
textbook offers a detailed examination of marketing management
concepts, frameworks, and techniques. It covers strategic planning,
brand management, customer relationship management, and
marketing analytics.