Marketing Credo Brand Name

- There is only one valid definition Not essential

of business purpose. To create a 3. Augmented
customer Extended services

4 Sections of Management Pharmaceutical Marketing

HR the people comprising the - Is a unique bundle of
business management decisions,
Finance area providing money directed to satisfy, delight,
and capital surprise customers in the
Production area the produces pharmaceutical business their
the product needs and wants through
Marketing exchange of products and value
with others, towards early
Marketing has 4 Ps realization of desired goal.
1. Price
2. Product 3 Key elements of Marketing
3. Promotion 1. Satisfying customers
4. Place 2. Delighting customers
3. Surprising customers
Others have 2 more Ps
5. People without people,
business will not exist
6. Profit without profit, business What is the difference between selling
will not exist and marketing?
Profit = Business

Marketing
- Is a total system of business
related activities designed to
plan, promote and distribute
wants-satisfying products,
goods and services to target
markets to achieve
organization objectives.

3 Levels of Product
1. Core what you can get out of
the product
Something you need from
this product
Ex. Electric fan cool air

2. Tangible (Styles and Preference)

Quality
Packaging
Selling Marketing
Emphasis to the products, goods, and Emphasis on the costumers wants
services
Company first makes the products and Company first determines costumers
then figures out how to sell it wants then figures out how to make and
deliver a product to satisfy their needs
and wants
Management is sales-volume oriented Management is profit oriented
Planning is short-run oriented (selective Planning is long-run oriented (anyone
costumers, eg. Christmas cards) can buy)
Stresses the needs of sellers Stresses the wants of buyers
Functions of Marketing - A factor that your strategy may
1. Market research research to not be effective if the
include markets competitors strategy is better
Eg. PWU only caters female than yours
students. They then decided to - Learn how to compete with your
include male students to widen competitors through SWOT
their market analysis (strength, weakness,
opportunities)
2. Product planning to modify
and alter the wants and needs 3. Economic conditions
(plan) How will you know that the
economy is stable (dollar
3. Distribution product exchange)
available at all times at the Mataas ang dollar (we need
right time, right condition, right to stock goods)
place and right costumers
4. Product Portfolio Analysis
4. Promotion business without Reviewing about what
a sign is a sign of no business happened to your product in
the previous years
5. Costumer service without
costumers, business will not
5. Company resources
exist
consider the 8 Ms
a. Man
Marketing Strategies Dependent b. Machine
on 7 Factors c. Methods
1. Product life cycle stage d. Materials
a. Introduction e. Money
b. Growth f. Moment
c. Maturity g. Market
d. Decline h. Management
It is better to introduce a
6. Market Intelligence one
new product than re-
person does all of this
introduce an old product
3 Cs of Marketing
2. Competitors strategy
Company <-> Market
Costumers/Competition
Objectives:
a. Costumers delight the
costumers and satisfy their
costumers
b. Competition outperform all
your competitors all the time
c. Company profit
Input and Output of Marketing
1. Customers sales
2. Company profit
3. Competition market share
Marketing Effectiveness
1. Better than before
2. Better than others
3. Better than expected
9 Core Concepts of Marketing
1. Needs want a, requirement,
lack of useful or desired thing
Maslows Hierarchy of Needs
A. Physiological
B. Safety
C. Belonging
D. Esteem/Self-ego
E. Self-actualization
2. Wants require, wish for,
something desired
I need a mall but I want a
mall that
1. Products
2. Pricing schemes
3. Promotions
4. Place
5. Warehousing
3. Demands to ask for as right,
to ask for with authority a claim
4. Values and Cost
Values worth, utility,
precise
Cost price, paid, amount
demanded
5. Exchange act of obtaining a
demand product for someone
by offering something in return
3 Types of Exchange
a. Self-sufficiency
b. Centralized
c. Decentralized
6. Transaction
7. Relationship marketing
smart marketers trying to build
up long term, trusting, win-
win relationship with valued
costumers
8. Finances
9. Markets
Product anything that can be offered
to a target client to satisfy a need and
want
Kotler: offerings, satisfiers, resources
Capable of delivering
satisfaction of a want or
need
7 Types of Products
1. Physical objects anything that
can be seen (cosmetics, electric
fan, pencil)
2. Places where people can
gather (events place, hotel,
resort)
3. Activities where people can be
entertained (Karaoke bars,
Amusement park, Ocean parks)
4. Persons Entertainers,
5. Organization -
6. Idea
7. Service Spa, Funeral service,
Water refilling station
8. Information
5 Levels of a Product
 1. Core benefit 3. Services
2. Generic product
3. Expected product 4 Types of Goods based on Common
4. Augmented product Shopping Wants
5. Potential product 1. Convenience goods anything
bought in convenience stores
3 Groups According to their 2. Shopping goods
Durability or Tangibility 3. Specialty goods
1. Non-durable 4. Unsought goods difficult to sell
2. Durable