Krislei Faith M. Fabon

• Strategic Planning


  The process of developing and maintaining a strategic fit between the organization's goals and capabilities and its changing marketing opportunities
• Mission statement


  The organization's purpose, what it wants to accomplish in the larger environment
• Market-oriented mission statement


  Defines the business in terms of satisfying basic customer needs
• Companywide Strategic Planning


  1. Setting company objectives and goals

  2. Designing the business portfolio

  3. Analyzing the current business portfolio

  4. Developing strategies for growth and downsizing

  5. Partnering to build customer relationships
• Business portfolio


  The collection of businesses and products that make up the company
• Portfolio analysis


  A major activity in strategic planning whereby management evaluates the products and businesses that make up the company
• Strategic business unit (SBU)


  A unit of the company that has a separate mission and objectives that can be planned separately from other company business
• Problems with matrix approaches

  • Difficulty in defining SBUs and measuring market share and growth
  • Time consuming
  • Expensive
  • Focus on current businesses, not future planning
• Product/market expansion grid


  A tool for identifying company growth opportunities through market penetration, market development, product development, or diversification
• Developing Strategies for Growth and Downsizing

  1. Market penetration

  2. Market development

  3. Product development

  4. Diversification

  5. Downsizing
• Market penetration


  A growth strategy increasing sales to current market segments without changing the product
• Market development


  A growth strategy that identifies and develops new market segments for current products
• Product development


  A growth strategy that offers new and modified products to existing market segments
• Diversification


  A growth strategy through starting up or acquiring businesses outside the company's current products and markets
• Downsizing


  The reduction of the business portfolio by eliminating products or business units that are not profitable or that no longer fit the company's overall strategy
• Value chain


  A series of departments that carry out value-creating activities to design, produce, market, deliver, and support a firm's products
• Value delivery network


  Made up of the company, suppliers, distributors, and ultimately customers who partner with each other to improve performance of the entire system
• Market segmentation


  The division of a market into distinct groups of buyers who have distinct needs, characteristics, or behavior and who might require separate products or marketing mixes
• Market segment


  A group of consumers who respond in a similar way to a given set of marketing efforts
• Market targeting


  The process of evaluating each market segment's attractiveness and selecting one or more segments to enter
• Market positioning


  The arranging for a product to occupy a clear, distinctive, and desirable place relative to competing products in the minds of the target consumer
• Marketing mix


  The set of controllable tactical marketing tools - product, price, place, and promotion – that the firm blends to produce the response it wants in the target market
• Marketing implementation


  The process that turns marketing plans into marketing actions to accomplish strategic marketing objectives
• Successful implementation


  • Depends on how well the company blends its people, organizational structure, decision and reward system, and company culture into a cohesive action plan that supports its strategies
• Return on Marketing Investment (Marketing ROI)

  The net return from a marketing investment divided by the costs of the marketing investment. Marketing ROI provides a measurement of the profits generated by investments in marketing activities
• Marketing Management


  A process that involves promoting, selling, and distributing goods and services. It is also defined as the act of exchanging goods for monetary gain.
• If you are a good marketer, many will buy what you sell even if you have many competitors. Good Marketer = Good Income
• Value to customers


  As marketers, we must build value to our customers.
• Concept of marketing management

  The use of marketing data that focus on the needs and wants of customers in order to develop marketing strategies to satisfy the needs and wants of customers and achieve the goals of the organization.
• Concentrating on the needs and wants of customers

  • So that the company can differentiate its product(s) from competitors' offers
  • Goods, services, and ideas can all be considered products
• Integrating all of the organization's activities

  • Particularly production and promotion to meet the wants and needs of customers
• Meeting the demands and desires of customers


  • In a way that is both lawful and responsible to help the company reach its long-term objectives
• Jobs available in Marketing

  • Advertising
  • Production Manager
  • Digital / Social Media Marketing
  • Vlogger
  • Brand Management
  • Brand Manager
• Production Manager


  In charge of several projects and creative groups that produce media, including advertising campaigns. They can plan workers' schedules, estimate costs and prepare budgets to ensure workflow meets required deadlines.
• Vlogger


  Provides a means of producing creative content to market the product to customers or other intended audiences. It can be instructional videos on how to use that product, travel updates, daily promotions, etc. Makikita natin ito sa company's YouTube channel, facebook, or yung popular ngayon which is ung tiktok
• Brand Manager


  In charge of overseeing all aspects of marketing for a company's brand. They develop strategies for the company to increase sales, develop new products, and promote the product on online and offline platforms.
• Marketing


  Marketing occurs when companies initiate actions and efforts to market their products or services. It also serves as a means of attracting buyers and meeting customer needs.
• Selling


  Selling is the transaction in which a product or service is traded for money. It focuses on the product and starts in the factory where the products are made, focusing on what the company is doing to sell the product rather than the needs of the customers.
• What is marketed?


  • Physical goods
  • Services
  • Experiences
  • Events
  • Persons
  • Places
  • Properties
  • Ideas
  • Organizations
  • Information
• Physical goods


  Tangible items that a consumer either orders from a retailer or has delivered to their home. These goods are often stored in a warehouse that holds the entire inventory. Examples are books, foods, clothes and so on.