LESSON 1. MARKETING MANAGEMENT

Marketing Management

• Developing and implementing marketing programs, processes, and activities that align with business objectives.

• Aligns understanding what your VISION is

• Managers needs to study their customers

• ex. Jolibee → sales & promotion

Main Focus of Marketing Management

Creating, planning, and implementing strategies that are aligned with the organization's vision and objectives.

Business Alignment

Aligning marketing activities and strategies with the organization's vision and wider business objectives.

Customer Study

Managers need to study and understand their customers to determine what they want and need.

Early Origins of Marketing

Marketing traces its roots to ancient Mesopotamia around 1500 BCE, when producers used stamps and stone seals on goods.

Modern Marketing Management

a formal academic discipline and business practice began evolving in the early 1900s due to changing market dynamics.

Production Era

• The period from the late 1800s to the 1920s following the Industrial Revolution.

• Demand was HIGH , supply was LOW

• focused on MANUFACTURING and INCREASING PRODUCTION

• Businesses concentrated on producing goods because demand was high and products were relatively scarce.

• “Supply Creates Own Demand” Belief

Sales Era

• The period from the 1920s to the 1950s when production capacity caught up with and surpassed demand.

• Production capacity CAUGHT UP and SURPASSED DEMAND

• Aggressively PERSUADE consumers to buy their products

• Mass Advertising and Sales Tactics

Marketing Concept Era

• The period from the 1960s to the 1980s when businesses began focusing on consumer needs.

• “Sense and Respond”

• Businesses began analyzing consumer needs first and then creating products to meet the desire

"Make and Sell"

The approach of making products first and then attempting to sell them.

Relationship Era

• The 1990s period when businesses focused on retaining existing customers.

• Keeping current customers rather than constantly acquiring new ones.

• Building long term LOYALTY AND TRUST

Digital & Societal Era

• The period from the 2000s to the present when internet, social media, big data, AI, and corporate social responsibility became important in marketing.

• The internet revolutionized how brands connect and communicate with consumers.

• relies on big data analytics, AI, and corporate social responsibility.

Social Media in Marketing

Social media provides brands with new ways to communicate and connect with consumers.

Importance of Marketing Management

• Ensures effective customer engagement, product appeal, and targeted campaigns that can increase profits and help achieve business objectives.

• You understand what you customer desires, color, ways, and packaging

Packaging

The way a product is presented and packaged according to customer preferences.

International Marketing Management

• Marketing activities that take place across national borders.

• The marketing manager must deeply understand customers in every country where the product is marketed.

• including cultural nuances, demographics particular to motion.

9 Types of Marketing Management

1. Marketing Strategy

2. Business Development

3. Brand Management

4. Product Development

5. International Marketing

6. Media Relations

7. Customer Marketing

8. Marketing Operations

9. Sales

Marketing Strategy

• An organization's plan for reaching prospects and converting them into customers.

• Long term game plan designed to reach potential customers, attract them, and turn them into loyal buyers.

• ex. Jollibee uses environmental and family-centered campaigns such as "Kwentong Jollibee" to connect with its target audience. — Using emotions such as nostalgia, family, happiness, and warmth to connect a brand with consumers.

Business Development

• Strategic initiatives such as mergers and acquisitions, business transformation, and entering new markets.

• entering new international market

• ex. Jollibee Foods Corporation (JFC) expands through acquisitions of global brands, such as Smashburger, as part of its business development strategy.

Brand Management

• Techniques used to increase the perceived value of a brand over time.

• Strong brand management maintains recognizable branding and consistent customer experiences, helping build familiarity and loyalty.

• ex. Jollibee Mascot, Slogan, Consistency

Product Development

The process of bringing a new product to the market.

ex. Menu Innovations (Ube cheese pie, peach mango pie, spicy chicken joy)

International Marketing

• Managing marketing activities and distribution across different countries and their culture.

• managing information distribution channels

• ex. Global store & Supply Chain (establishing distribution networks on North America, Europe, Middle East, and Vietnam to ensure that ingredients arrive fresh)

Media Relations

Engaging with media and influencers to spread information about an organization.

ex. Influencer Reviews & Grand Opening Hype

Influencers

Individuals who can help spread information about a brand, organization, or product to their audiences.

Customer Marketing

• Managing the customer experience to improve satisfaction and reduce customer churn.

• Customer Experience to boost satisfaction, build loyalty, and prevent customers from switching competitors.

• ex. coupons, discount, vouchers, feedback system

Customer Churn

The loss of customers; customer marketing aims to reduce this

Marketing Operations

• Managing marketing operations, processes, technology, and data.

• Technology used to support, manage, and improve marketing activities.

• ex. jolibee POS data & app analytics, best sellers in menu machine

Sales

• Generating leads, developing opportunities, and closing deals.

ex. Jollibee Drive Thru, Catering, Upselling the counter

Drive-Thru

this service provides an opportunity to generate sales by making purchasing convenient for customers.

Catering

creates sales opportunities by offering food or services for events and groups.

Upselling

The practice of encouraging customers to purchase an upgraded or additional product.

5 Processes of Marketing Management

• Market and Customer Analysis

• Development of Strategy, Goals, and Objectives

• Product Development

• Marketing Program Implementation

• Monitoring and Control

Market and Customer Analysis

The process of understanding an organization's current market position and analyzing consumer behavior.

Development of Strategy, Goals, and Objectives

• The process of determining where a business wants to go and how it plans to get there.

• Where does a business want to go? How does it plan to get there? After market and customer analysis, strategy will map the way forward.

Product Development Process

• Marketing managers play a crucial role in product development and help communicate the benefits of products.

• When it comes to articulating the benefits of

  a product, these professionals help craft poignant, on-brand

  messaging.

Marketing Program Implementation

The process of deploying the right resources to launch promising marketing programs and campaigns.

Marketing Resources

The resources needed to execute marketing programs, including the appropriate tools, people, technology, and other support.

Monitoring and Control

Analyzing the success of marketing programs and activities which is a crucial process. It informs how future activities will be planned and implemented.

Strategic Marketing Management

• Creating a marketing plan to reach business goals and using a range of tools to ensure success.

• is a set of activities that often starts

  with a brand audit.

Marketing Plan

A plan designed to guide marketing activities toward achieving business goals.

Brand Audit

A process that gives a company a full picture of its competitive advantage and obstacles it needs to overcome to maximize profitability.

Profitability

The ability of a business to generate profit.

Brand Audit Questions

• How is its current brand strategy working?

• What are its strengths and weaknesses with regard to resources and expertise?

• What opportunities and threats does it face?

• How do its pricing and costs compare to competitors?

• What strategic issues might be facing the company?

Marketing Strategy Implementation

The process of putting this into action using different methods, tools, and resources.

Marketing Channel Management

Managing marketing activities through various channels in relation to price, product, place, and promotion.

Price

One of the major areas considered in marketing channel management.

Product

The good or service offered to customers and one of the major areas of marketing management.

Place

The distribution or location aspect of marketing.

Promotion

Communication and promotional activities used to inform and persuade customers.

Marketing Mix — 4Ps

Price, Product, Place, and Promotion.

People

Employees are a critical component of service businesses; their training and remuneration are part of the marketing mix.

Process

The set of procedures used by service businesses to ensure customers receive a quality result.

Physical Evidence

A component of the extended marketing mix related to service situations.

Extended Marketing Mix — Additional 3Ps

People, Process, and Physical Evidence.

Philosophies of Marketing Management

commonly referred to as Marketing Management Concepts.

Production Concept

A philosophy that prioritizes production efficiency.

Product Concept

A philosophy that prioritizes the quality of the product or products.

Selling Concept

A philosophy that, according to the provided course material, prioritizes customer satisfaction.

Marketing Concept

A philosophy that prioritizes profits through customer satisfaction.

Societal Concept

A philosophy that prioritizes the societal impact of marketing activities.

Features of Marketing Management

The characteristics that describe the role and contribution of marketing management to a business.

• Helps to understand and satisfy the customer’s needs

• Assists in achieving the company’s overall goals

• Consists of a range of activities

• Facilitates successful exchanges between buyer and seller

• It enables marketing teams to understand the customer’s wants, needs, and demands.

Digital Marketing Manager

A marketing professional who sets goals and monitors targets for digital campaigns.

Product Marketing Manager

A professional who creates messaging that differentiates products from competitors and communicates their unique selling point.

Brand Marketing Manager

A professional who works closely with graphic designers to ensure the company's logo and brand guidelines are used properly.

Content Marketing Manager

A professional responsible for planning content campaigns and distributing information about products or services.

Social Media Marketing Manager

A professional who plans and manages marketing campaigns across different social media channels.

Marketing Campaign Manager

A professional who plans and executes marketing campaigns.

Marketing Management History Flow

Production Era → Sales Era → Marketing Concept Era → Relationship Era → Digital & Societal Era.

Traditional Marketing Mix

Price, Product, Place, and Promotion.

Extended Marketing Mix

Price, Product, Place, Promotion, People, Process, and Physical Evidence.

Marketing Management Concepts

Production Concept, Product Concept, Selling Concept, Marketing Concept, and Societal Concept.