PM 4TH QUARTER

• Product Positioning


  The perception of the offering that occupies the minds of consumers against other competing products
• Basis for Product Positioning

  • Attribute
  • Price and Quality
  • Use or Application
  • Product User
  • Product Classification
  • Competitors
• Positioning Statement


  Describes a product's certain marketing mix qualities that differentiates itself against its competition
• Elements of a Positioning Statement

  • Target market
  • Branding
  • Point of differentiation
  • Frame of reference
  • Reasons to believe
• Positioning Implementation Structures

  • Centralized Structure
  • Decentralized Structure
• Centralized Structure


  • Cost-efficient and effective
  • The top of the hierarchy manages all the marketing activities
• Decentralized Structure


  • Focused more on the target market
  • The frontline managers are given more flexibility
• Implementation Systems

  • Information Systems
  • Strategic Planning
  • Capital Budgeting
  • Procurement
  • Quality Control
  • Performance Measure
• Information Systems


  To collect, process, store, and communicate relevant and timely information about the status of marketing operations and their results
• Strategic Planning


  A process of defining the vision and direction of the company
• Capital Budgeting


  Estimating whether the cash flows are enough to sustain the implementation of marketing programs
• Procurement


  Procuring the funds, materials, and other resources necessary to fulfill orders, manufacture the products or provide services, and implement the marketing strategies
• Quality Control


  Ensuring that the product meets the quality that the organization intends to provide
• Performance Measure


  The regular measurement and assessment of results and outcomes by comparing them to specific criteria
• Marketing Control


  Measuring and evaluating the outcomes of marketing strategies and techniques
• Marketing Control Techniques

  • Sales Analysis
  • Market Share Analysis
  • Marketing Expense-to-Sales Ratio
  • Attitude Tracking of Customers
• Sales Analysis


  Compares the actual sales versus the projected sales
• Market Share Analysis


  Identifies how the firm performs against its competitors
• Marketing Expense-to-Sales Ratio


  Assesses the returns to determine whether the organization is spending too much or too less on marketing
• Attitude Tracking of Customers


  Interviews customers to gather qualitative data on their perceptions of products, services, and behavior
• Marketing Plan Sections

  • Executive Summary
  • The Business Challenge
  • The Market
  • Marketing Strategy
  • The Budget
• Executive Summary


  Provides a brief overview of the proposed marketing plan and aids the management in swiftly locating the plan's central themes
• The Business Challenge


  Describes the product or service offering and its rationale, and presents the marketing objectives
• The Market


  Presents relevant data on the product, customers, competition, distribution channels, and risks
• Marketing Strategy


  Explains the comprehensive marketing approach used to attain the set objectives, including the 4Ps of marketing
• The Budget


  Specifies how much money to spend on marketing in a given period and forecasts the expected returns in terms of increased sales and revenues
• Examples of Marketing Strategies

  • E-Marketing or Social Media Marketing
  • Paid Media Advertising
  • Email Marketing
  • Direct Selling
  • Word-of-Mouth Marketing
  • Transactional Marketing
  • Relationship Marketing
• 1. E-Marketing or Social Media Marketing


  Focuses on creating content your customers might want to share on their social networks
• Paid Media Advertising


  A method businesses use to increase website traffic by paying for advertisements
• Email Marketing


  A computer-assisted procedure that targets individual prospects and consumers to influence their purchasing decisions
• Direct Selling


  An approach that markets and sells things directly to customers
• Word-of-Mouth Marketing


  Relies on highly-satisfied customers spreading the word about the superb product and services
• Transactional Marketing


  A form of in-store marketing where discounts and coupons are distributed to enhance sales
• Relationship Marketing


  Focuses on customer loyalty and close engagement through product benefits and quality
• Marketing Communications


  Elaborates on the various methods to reach the target market
• Elements of a Communication Plan

  • The Message
  • The Medium
  • The Audience
• Brand Alignment


  Your chosen marketing channel should have the same brand impression as you
• Customer Alignment


  Be where your consumers are, and choose channels where your target audience is involved
• Budget Compatibility


  Select a marketing platform that is within your budget
• Integrated Marketing Communication


  A core message is constantly presented across numerous platforms