MARKETING

MANAGEMENT
Introduction

Fernando P. Ferrer Jr., MBA

Learning Outcomes

1 Define Marketing and Marketing Management

Discuss the importance of Marketing and Marketing

2
Management

3 Identify and Explain the basic principles of Marketing

Identify and discuss the challenges in Marketing

4
today
MARKET
MARKETING
MARKETING MANAGEMENT
MARKET
A market, in a broad sense, is a space or mechanism
where buyers and sellers come together to engage in the
exchange of goods, services, or information. It is not
confined to a physical location; markets can also exist in
virtual spaces, such as online marketplaces. Markets can
be categorized based on various criteria, including the
types of products or services being exchanged, the target
audience, and the geographical scope.
MARKETING
Marketing is a multifaceted process that involves creating,
communicating, delivering, and exchanging offerings that
have value for customers, clients, partners, and society at
large. It encompasses a range of activities and strategies
aimed at promoting products or services, building brand
awareness, understanding and satisfying customer
needs, and ultimately driving profitable customer action.
Marketing involves a deep understanding of consumer
behavior, market trends, and effective communication to
ensure that products or services meet the needs of the
target audience.
MARKETING MANAGEMENT
Marketing Management is the systematic planning,
implementation, and control of marketing activities within
an organization. It involves coordinating and directing the
marketing efforts to achieve organizational goals.

Marketing management requires a blend of analytical

skills, creativity, and strategic thinking to navigate the
complexities of the market and drive business success.
DEFINITION OF MARKETING
“ Marketing is the management process responsible for
identifying, anticipating and satisfying consumer
requirements profitably”
– CIM

“Marketing is the process of planning and

executing the conception, pricing,
promotion and distribution of ideas, goods
and services to create exchange and satisfy
individual and organisational needs.”
– AMA
DEFINITION OF MARKETING
• Marketing is a social and managerial process by which
customers obtain what they need and want through creating,
offering and exchanging products of value with others.
• Marketing is the process by which an organization interacts
creatively, productively and profitably to the market place.
• Marketing is the art of creating and satisfying customers at a
profit.
• Marketing consists of getting the right products and services
to the right customers at the right places at the right time at
the right price with the right communication and promotion.
MARKETING CONCEPTS
Exchange concept Product concept
This concept of marketing holds This concept holds that customers favour those
that the exchange of a product products that offer quality or performance.
between the seller and the buyer Product oriented organizations focus their
is the central idea of marketing. energy on making good products and improving
them over time.
Production concept Selling concept
The production concept holds This concept assumes that customers, if left
that customers favour those alone, will not buy enough of the organization’s
products that are widely products. The organization must therefore carry
available and low in cost. out an aggressive selling and promotion effort.

Customer concept
Societal concept
Customer oriented thinking
organizations does an excellent job of
requires the organization to
sensing, serving, and satisfying
define customer needs from the
individual customer wants are
customer point of view and not
necessarily acting in the best long run
from organizations own view
interests of customers and society.
point.
IMPORTANCE OF
MARKETING

CREATING BRAND ATTRACTING CUSTOMERS

AWARENESS AND GENERATING SALES

BUILDING CUSTOMER DIFFERENTIATION

LOAYLTY IN THE MARKET

ADAPTING TO ACCESS TO FUNDING

MARKET TRENDS AND PARTNERSHIP
BASIC PRODUCT
PRINCIPLES OF The product is at the core of any marketing
strategy. This principle involves understanding
and developing a product or service that meets
MARKETING the needs and wants of the target market. It
encompasses product design, features, quality,
branding, and packaging.

PRICE
Price influences consumer
PLACE
perceptions of value and Place refers to the distribution
impacts purchase decisions. The channels and methods used to
goal is to find a balance that make the product or service
aligns with customer available to the target audience.
expectations while supporting The goal is to ensure that the
the business's financial product is easily accessible to
objectives. consumers when and where they
want it.
PROMOTION
Promotion involves the communication
strategies used to raise awareness of
the product, persuade potential
customers, and ultimately drive sales.
The goal is to create a compelling
message that resonates with the target
audience and encourages action.
A Y ’ S
T O D
I N G
K E T
M A R
1. Digital Transformation
Challenge: The rapid pace of digital transformation requires
marketers to adapt quickly to new technologies and channels,
from social media and mobile apps to artificial intelligence and
data analytics.

2. Data Privacy and Ethics

Challenge: Increased scrutiny on data privacy and ethical concerns regarding the collection
and use of consumer data present challenges for marketers in delivering personalized
experiences without infringing on privacy rights.
3. Content Overload and Attention Scarcity
Challenge: The abundance of online content creates a challenge in capturing and
maintaining consumers' attention amidst the noise. Marketers must find innovative ways to
stand out and engage their audience effectively.
4. Shifting Consumer Behavior
Challenge: Changes in consumer behavior, influenced by factors like social consciousness,
environmental concerns, and the desire for personalized experiences, require marketers to
stay attuned to evolving preferences.
5. Globalization and Cultural Sensitivity
Challenge: Operating in a globalized world demands cultural
sensitivity and localized marketing strategies.
Misinterpreting cultural nuances can lead to marketing
missteps and reputational damage.

6. Rise of Ad-blockers:
Challenge: The prevalence of ad-blockers poses a threat to traditional digital
advertising models, challenging marketers to find alternative, non-intrusive ways
to reach their target audience.

7. Increasing Competition
Challenge: Intense competition in many industries requires marketers to find ways
to differentiate their products and services, build brand loyalty, and stay ahead of
competitors.
Marketing and Marketing Management are not just academic
concepts but critical elements that shape the success or
failure of businesses.
By comprehending the foundational principles and
acknowledging the challenges presented by the digital
age and evolving consumer expectations, marketers
can navigate this dynamic landscape. As future
marketers, let's harness this knowledge, adapt
to the ever-changing environment, and
contribute to the evolution of marketing
practices.
MARKETING
MANAGEMENT
Introduction

Fernando P. Ferrer Jr., MBA