This document provides an overview of marketing management concepts from a textbook. It covers: 1. The main topics in marketing management including identifying opportunities, developing strategies, and implementing marketing programs. 2. Core marketing concepts such as needs, products, value, exchange, markets, and marketers. 3. Guiding marketing concepts including the production concept, product concept, sales concept, and marketing concept. 4. Key aspects of the marketing concept like target markets, understanding customer needs, coordinated marketing, and profitability.

1. Marketing Management
101
Roy Dominic S. Damasco

2. MARKETING MANAGEMENT
Main Text Book Resource:
Eighth Edition
Marketing Management
Analysis, Planning,, Implementation, and Control
PHILIP KOTHLER

3. MARKETING MANAGEMENT
• Role of Marketing in Organizations and Society
• Identifying Marketing Opportunities and Target
Markets
• Developing Marketing Strategies
• Planning. Organizing, Implementing, and
Controlling Marketing Programs
• Trends in the Marketing World
• Online Marketing

4. MARKETING MANAGEMENT 101
House Rules
1. Respect one another.
2. No Phones, Turn it off or put in silent mode.
3. Anything you miss when late or absent, you cannot
retake.
4. Request for extra credits is welcome.
5. 2 times late = 1 absent.
6. 6 unjustified absences = Incomplete/Drop/Fail

5. FIRST QUIZ!!!
1. What are the 7P’s and 1 C of Marketing? P
2. P
3. P
4. P
5. P
6. P
7. P
8. C
9. And 10
10. Give 2 examples of commonly used Marketing Programs/Tools

6. ANSWERS
1. Positioning
2. Product
3. Place
4. Promotion
5. Packaging
6. People
7. Price
8. Customer
9. Advertising, Market Research, Public Relations, Promotions, Sponsorships
10. TV/Radio Commercials, Surveys, Posters, Banners, Flyers, Sale promo,
Coupons, Discount schemes, Motorcades, Celebrity Sponsorships, Contest
Sponsorships

7. MARKETING MANAGEMENT
Marketing, by Definition is…
- a social and managerial process by which
individuals and groups obtain what they need and
want through creating, offering, and exchanging
products of value with others.

8. MARKETING MANAGEMENT
Marketing Management is the process of planning
and executing the conception, pricing, promotion,
and distribution of goods, services, and ideas to
create exchange with target groups that satisfy
customer and organizational objectives

9. CORE CONCEPTS OF MARKETING
Needs, Wants,
and Demands
Products
Value, cost, and
Satisfaction
Exchange,
Transactions,
and
Relationships
Markets
Marketing and
Marketers

10. CORE CONCEPTS OF MARKETING
Needs, Wants,
and Demands
Products
Value, cost, and
Satisfaction
Exchange,
Transactions,
and
Relationships
Markets
Marketing and
Marketers

11. NEEDS - A human need is a state of felt deprivation of some basic
satisfaction. e.g. food, shelter, clothing, safety, and other things for
survival.
WANTS – are desires for specific satisfiers of these deeper needs.
e.g. food=hamburger, shelter=two-story house,
clothing=versace
DEMANDS – wants for specific products that are supported by the
ability and willingness to buy.
e.g. many wants a 2013 Nissan Skyline GTR, few can only buy
one. Or many wants a Louis Vuitton bag, few can only buy one.
CORE CONCEPTS OF MARKETING

12. CORE CONCEPTS OF MARKETING
Needs, Wants,
and Demands
Products
Value, cost, and
Satisfaction
Exchange,
Transactions,
and
Relationships
Markets
Marketing and
Marketers

13. CORE CONCEPTS OF MARKETING
Needs, Wants,
and Demands
Products
Value, cost, and
Satisfaction
Exchange,
Transactions,
and
Relationships
Markets
Marketing and
Marketers

14. CORE CONCEPTS OF MARKETING
Needs, Wants,
and Demands
Products
Value, cost, and
Satisfaction
Exchange,
Transactions,
and
Relationships
Markets
Marketing and
Marketers

15. CORE CONCEPTS OF MARKETING
Needs, Wants,
and Demands
Products
Value, cost, and
Satisfaction
Exchange,
Transactions,
and
Relationships
Markets
Marketing and
Marketers

16. CORE CONCEPTS OF MARKETING
MARKET -
A market consists of al the potential customers sharing a
particular need or want who might be willing and able to
engage in exchange to satisfy that need or want.
e.g. consumer market, philippine market, labor market.

17. CORE CONCEPTS OF MARKETING
Needs, Wants,
and Demands
Products
Value, cost, and
Satisfaction
Exchange,
Transactions,
and
Relationships
Markets
Marketing and
Marketers

18. The Production Concept
- consumers will favor those products that are
widely available and in low cost. Concentrates on
achieving high production efficiency and wide
distribution.
situations: product exceeds supply, production cost
must be lowered to expand the market
GUIDING CONCEPTS

19. The Product Concept
- Consumers will favor those products that offer the
most quality, performance, or innovative features.
Product Oriented companies focus energy on
making superior products and continuously
improving it.
- relies on scientific research and engineering to
improve products and not customer’s needs.
GUIDING CONCEPTS

20. GUIDING CONCEPTS
The Sales Concept
- Consumers, if left alone, will ordinarily not buy
enough of the organization’s products.
- relies on aggressive selling and promotion efforts.

21. GUIDING CONCEPTS
The Marketing Concept
- key to achieving organization goals consists in
determining the needs and wants of target markets
and delivering the desired satisfactions more
effectively and efficiently than competitors.
- rests on four pillars; target market, customer
needs, coordinated marketing, and profitability.

22. THE MARKETING CONCEPT
Target Market
- specific segment of the market with an identified need, which
a product or a company wants to satisfy.
- basis of Positioning, and in turn all marketing efforts.
- No company can play in all markets and satisfy every need.

23. THE MARKETING CONCEPT
Customer Needs
Kinds of Needs:
1. Stated Needs
2. Real Needs
3. Unstated Needs
4. Delight Needs
5. Secret Needs.
– A company can define its target
market but may fail to fully
understand customer’s needs.
Goals of Customer Oriented
Programs
- Customer Attraction
- Customer Satisfaction
- Customer Retention