The document discusses the essence of strategy in business as creating fit among activities and making trade-offs to establish a unique market position. It addresses common misconceptions about marketing, highlighting the importance of understanding customer needs and delivering value for profit. Additionally, it emphasizes the roles of marketing and innovation in business success, underscoring the interconnectedness of customer satisfaction and profitability.

16. Strategy
involves
creating “fit”
among
company’s
activities.
Strategy
requires you to
make trade-offs
in competing –
to choose what
not to do.
Strategy is the
creation of
unique and
valuable
position
involving a
different set of
activities.

19. Marketing

22. 5 Common
Misconceptions
About
Marketing

23. 1. SELLING

24. “ I don’t know
how to sell but
I know how to
market”
- Donald Lim, CEO,
Dentsu Aegis Network

25. The Aim of
Marketing Is to
make SELLING
Superfluous
-Peter Drucker

26. 2. Advertising

27. AWARENESS

28. 3. Creatives

29. If it does not
sell, it is not
creative
- David Ogilvy

30. If it does not
sell, it is not
creative
- David Ogilvy4. Expense

31. If it does not
sell, it is not
creative
- David Ogilvy
No marketing this year,
no topline revenue this
year. No top line revenue
this year, no bottom line
profit this year. No bottom
line profit this year, no top
line revenue next year
- Jack Welch

32. 5. Job of Marketing Manager

33. Business has two
basic functions –
Marketing and
Innovation
- Peter Drucker

34. MARKETING is

35. Understanding Your Target Market

36. What are their
NEEDS, WANTS,
and Expectations

37. NWE
Needs Basic, Acceptable, Non-
Motivating
Wants Motivating,
Differentiating
Expectations Wants that are INTANGIBLE
or not part of the PHYSICAL
ASPECT of the Product

38. What ARE their
BARRIERS, IRRITANTS,
DISSAPOINTMENTS
ANNOYANCES (BIDA)

39. BIDA
Barriers Anything that prevents your
customer from Buying
Irritants Anything that causes
discomforts to customer
Disappointments Failure of expectations to
manifest
Annoyances An unpleasant mental state,
characterized by irritation and
distraction

40. Form a group. Select
one company among
the members of your
group. Discuss the
NWE and BIDA of the
company’s customers.

41. Creating the Product and Services that People Need

42. The product and service
you create should be a
SOLUTION to their NWE
or BIDA.

43. Communicating Your Products and Services

44. Marketing Communication
(Promotion)

45. Delivering the Promised Value

46. Are they Happy or
Satisfied with the
Products and Services.
Are they willing to pay
the price you set?
( Voice of the Customer)

47. Marketing is
Understanding, Creating,
Communicating and
Delivering Value
to satisfy the needs of
your Target Market at a
Profit
- Philipp Kotler

48. PROFIT
is the reward given by
the customer for the
risk you take for
providing the
products and services
they ask.

49. Understand

50. Create

51. Communicate and Deliver Value

52. Profitable Growth

53. Profitable Growth

54. Marketing in Matrix
Understand
Create
Deliver
Communicate
Profit

55. RESEARCH STP MARKETING
MIX
IMPLEMENTATION MONITORING PROFIT
KOTLER MARKETING
FRAMEWORK

57. START with WHY
(The Deeper Meaning)

58. Bakit ka
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