FUNDAMENTALS OF

MARKETING MANAGEMENT
(FDNMARK)
Angelo A. Abejero
[email protected]

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FUNDAMENTALS OF
MARKETING MANAGEMENT
(FDNMARK)
Angelo A. Abejero
[email protected]

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SYLLABUS

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GRADING SYSTEM

• Midterm Paper (Group Work & Assignments) 20%

• Midterm Exam 20%
• Final Paper 20%
• Final Exam 20%
• Recitation & Individual Assignments 20%

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CLASS POLICY
 Students are encouraged to be present and participate
during scheduled online synchronous classes.
 Students must advise the professor in advance for
absences.
 Students are expected to follow university online class
decorum particularly indiscriminate use of devices or
misrepresentation during synchronous classes.
 Peer evaluation or assessment rating affects all group
related outputs.

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FUNDAMENTALS OF
MARKETING MANAGEMENT
(FDNMARK)
Angelo A. Abejero
[email protected]

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What is Marketing?
How did it start?
@#!*

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SPECIALIZation
Economies
of scale

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What are the Lessons?
 Production ≠ Marketing (and vice versa).
 Marketing’sobjectives are to satisfy the “producers”
and the customers .
 Marketingis a function that adds value to
“production”.

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Production & Marketing: The Relationship

Marketing Bridges the Gap!

Marketing
Producers Consumers
Functions

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How should we define Marketing?

Micro View Macro View

MICRO MARKETING MACRO MARKETING
Anticipates customers’ Accomplishes the objectives
needs of society
Directs flow of goods and Matches supply with demand
services
Concerned with how
Performed by individual marketing affects society
organizations and vice versa

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Marketing is …
Profit and More than
Nonprofit Persuasion

Builds Key Begins with

Characteristics Needs
Relationships

Involves Doesn’t do
Exchanges it Alone

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Marketing
creating, communicating
and delivering the value
to a target market at a
profit.

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https://www.youtube.com/watch?v=XM3l8K1YitQ

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 Company Orientations
Towards the Marketplace

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CORE CONCEPTS OF

MARKETING

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The Market

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Key Customer Markets
Consumer Markets
Business Markets
Global Markets
Nonprofit and
Governmental Markets

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Marketplaces | Marketspaces
Metamarket

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The Marketer & The Prospect

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Need
Want
Demand

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 Demand States and Marketing Tasks
Type Definition Prescription
Negative A market is in a state of •Analyze why the market dislikes the product
demand negative demand if a major •Change the market’s belief and attitudes by
part of the market dislikes means of implementing a marketing program
the product or may even consisting of product redesign, lower prices,
pay a price to avoid it. and more positive promotion.

No demand Target consumers may be •Find ways to connect the benefits of the
unaware of or uninterested product with the person’s natural needs and
in the product. interests.
Latent Many consumers may share •Measure the size of the potential market
demand a strong need that cannot •Develop effective goods and services that
be satisfied by any existing would satisfy the demand.
product.

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Type Definition Prescription
Declining Every organization, •Analyze the causes of market decline
demand sooner or later, faces and determine whether demand can be
declining demand for restimulated by:
one or more of its •Finding new target markets
products. •Changing the product’s features
•Developing more effective
communication
•The marketing task is to reverse the
declining demand through creative
remarketing of the product.
Irregular Many organization face •Synchomarketing is to find ways to alter
demand demand that varies in a the same pattern of demand through
seasonal, daily, or even flexible pricing, promotion, and other
hourly basis, causing incentives.
problems of idle or
overworked capacity.

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Type Definition Prescription
Full demand Organizations face •Maintain the current level of demand in
full demand when the face of changing consumer
they are pleased preferences and increasing competition.
with their volume of •Maintain or improve its quality and
business. continually measure consumer
satisfaction to make sure it is doing a
good job.
Unwholesome Unwholesome •The marketing tasks is to get people
demand products will who like something to give it up, sung
attract organized such tools as fear message, price hikes,
efforts to and reduced availability.
discourage their
consumption.

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Type Definition Prescription
Overfull Some •Demarketing requires finding ways to reduce the
demand organizations face demand temporarily or permanently.
a demand level •General demarketing seeks to discourage
that is higher than overall demand and consists of such steps as
they can or want raising prices and reducing promotion and
to handle. services.
•Selective demarketing consists of trying to
reduce the demand coming from those parts
of the market that are less profitable or less
in need of the product.
•Demarketing aims not to destroy demand but
only to reduce its levels, temporarily or
permanently.

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 Goods
 Services
 Events
 Experiences
 Persons
 Places
 Properties
 Organizations
 Information
 Ideas

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Value Proposition
Offering
Brand

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Segment
Target Market
Positioning

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Benefits = Functional benefits + Emotional benefits .
Costs Monetary costs + Time costs + Energy costs + Psychic costs

HOW TO INCREASE VALUE

•Raise benefits
•Reduce costs
•Raise benefits and reduce costs
•Raise benefits by more than the raise of costs
•Lower benefits by less than the reduction of costs

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Satisfaction

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https://www.youtube.com/watch?v=L0PKWTta7lU

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Marketing Channels

 Communication Channels
 Distribution Channels
 Service Channels

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Supply Chain

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Competition  Brand
 Industry
 Form
 Generic

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The Marketing Mix
It is the set of marketing tools
the firm uses to pursue its
marketing objectives.

These tools are classified into four broad

groups called the “Four” Ps of Marketing:
• Product
• Price
• Place
• Promotion

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Customer is not
part of the
Marketing Mix
The goal is to make decisions
that center on the four C’s on
the customers in the target
market in order to create
perceived value and generate a
positive response:
 Customer solution
 Customer costs
 Convenience
 Communication

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The Marketing Mix

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How to develop your Marketing Program

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Marketing (Program) in an Organization

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