Scribd
Upload
7 views

Managing Marketing Function

The document discusses the importance of marketing for engineer managers. It outlines key marketing concepts like the marketing mix, target markets, and the four Ps of marketing - product, price, place, and promotion. Engineer managers must understand these concepts to effectively market their companies' products and services to potential customers.

Uploaded by

Dvay Paminta
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
7 views

Managing Marketing Function

The document discusses the importance of marketing for engineer managers. It outlines key marketing concepts like the marketing mix, target markets, and the four Ps of marketing - product, price, place, and promotion. Engineer managers must understand these concepts to effectively market their companies' products and services to potential customers.

Uploaded by

Dvay Paminta
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
You are on page 1/ 16

MANAGING

THE
MARKETING
FUNCTION
At whatever management level the engineer
manager works, he must be concerned with convincing
others to patronize his outputs.

If he is the general manager of a construction firm,


he must convince people with construction needs to
avail of the services of the company.
If he is the staff officer of a top executive, he must
convince his boss to continuously rely on him regarding
the staff services he provides.

If the foregoing statements are true, the engineer


manager has a marketing problem. He needs to
understand certain concepts related to the marketing
discipline.
MARKETING CONCEPT

MARKETING
a group of activities designed to facilitate and
expedite the selling of goods and services

MARKETING CONCEPT
states that the engineer must try to satisfy the
needs of his clients by means of a set of coordinated
activities
01 PRODUCT
THE 4P’s
OF 02 PRICE

MARKETING 03 PLACE

04 PROMOTION
PRODUCT
includes the tangible and intangible
item and its capacity to satisfy a
specific need
PRICE
refers to the money or other
considerations exchanged for the
purchase or use of the product, idea, or
service
the price can be a strong competitive
tool
PLACE
companies should locate in places
where they can be easily reached by
their customers

PROMOTION
the process of communicating
information between the seller and the
potential buyer
PROMOTIONAL
TOOLS
01 advertising

02 publicity

03 personal selling

04 sales promotion
STRATEGIC MARKETING
FOR ENGINEERS

companies, including those managed by an


engineer manager, must conduct strategic
marketing in order to serve markets that are
best fitted to their capabilities
STEPS IN STRATEGIC
MARKETING

selecting a target market

developing a marketing mix


SELECTING A TARGET
STEPS
MARKET
Divide the total market into groups of
to maximize sales and profits, 01 people who have relatively similar product
a company has the option of or service needs.
serving entirely or just a Determine the profit potentials of each
portion of its chosen market 02 segment.

Make a decision on which segment or


03 segments will be served by the company.
EXAMPLE
FACTORS
A smaller company may find it most profitable to
supply only the constructi on materi al needs of the
residential segment. A bigger company, however,
01 the size of the market
may find it more profitable to perform actual
constructionin addition to selling construction 02 the number of competitors serving the
market.
materials.
DEVELOPING A MARKETING
MIX

After the target market has been


identified, a marketing mix must be created
and maintained. The marketing mix consists of
four variables: the product, the price, the
promotion, and the place (or distribution).
Given a marketing environment, the
Engineer Manager can manipulate any
or all variables to achieve the
company's goals.

Such as,
the quality of the product may be
enhanced
the selling price made a little lower
the promotion activity made a little
more aggressive
wider distribution area may be
covered
To survive, companies must continuously
generate income. To be able to do so, they must
be able to sell enough quantity of their products
or services. Engineering firms are no exception.

The proper management of the marketing


function helps the engineer manager convince
customers to patronize the firm. Specifically,
the engineer manager must know how to use
effectively the four P's of market- ing which are
the product, the price, the place, and the
promotion.
THANK
YOU
FOR
LISTENING

You might also like