PRINCIPLES OF
MARKETING
Prepared by: ANGELICA G. ZAMBRANO
Marketing Opportunity Analysis and Consumer Analysis
Video Presentation
Play Red Ribbon video clip
Harmonious customer relationship is
equivalent to lasting relationship.
Responsive customer service is the key.
Marketing Opportunity Analysis and Consumer Analysis
Marketing
Opportunity
Analysis
Red Ribbon.mp4
Marketing Opportunity Analysis and Consumer Analysis
Marketing is a big battlefield and
going out in the combat without a
plan is suicide. Strategizing your
move and creating deadly tactics will
outwit your competitor.
SO PLAN!
Marketing Opportunity Analysis and Consumer Analysis
Strategic Marketing
the plan that marketers design in
accomplishing goals. It attends to the
managing of the business growth
regarding sales , competition and
brand imaging which is necessary for
attaining competitive advantage in
the market.
Marketing Opportunity Analysis and Consumer Analysis
Tactical Marketing
the means that the marketers
identify in reaching the goals. It
deals with the identified
activities of the marketers for
the realization of the goal.
Marketing Opportunity Analysis and Consumer Analysis
MARKETING PLANNING PROCESS
Strategic Tactical
Marketing
Marketing Marketing
Goals
(The Idea) (The Action)
Marketing Opportunity Analysis and Consumer Analysis
Strategic Marketing Process Includes:
• Industry research
• market research
• competition
• market segmentation
• market positioning
Marketing Opportunity Analysis and Consumer Analysis
Tactical marketing planning process
includes:
• promotion (advertising, personal
selling,sales promotion)
• distribution plan
• Pricing Plan
Marketing Opportunity Analysis and Consumer Analysis
Example:
Marketing Goal: to increase sales revenue
by 10% at the end of the
mid-year.
Marketing Objective: to increase the brand
awareness of the target
market by 50% at the end of
mid-year.
Marketing Opportunity Analysis and Consumer Analysis
Example:
Marketing Strategy: invite the target to visit the
outlets and try the product by
developing promotional
materials that will reach and
influence them
Marketing Opportunity Analysis and Consumer Analysis
Example:
Marketing Tactic:
1. Produce radio advertisement and air it in the
three leading FM radio stations.
2. Conduct product sampling to shoppers who
will visit the outlet
3. Offer shoppers discount and membership card
upon availing the product
Marketing Opportunity Analysis and Consumer Analysis
Exploring Marketing Environment
Dynamic and fast changing, the
Philippines is one of the markets in asia
that demonstrates flexibility through
embracing the gift of modernity amidst its
diversified traditional socio-cultural
characteristics.
Marketing Opportunity Analysis and Consumer Analysis
Marketing Environment
the term used by marketers in referring to
the various factors and strong players
that make an impact on the ability of the
company to establish and sustain a
profitable relationshipwith its target
customers.
Marketing Opportunity Analysis and Consumer Analysis
1. Internal Environment
comprises of factors inside the company
that affect the performance of marketing
efforts .
Internal Factors :
1. Workforce 4. Materials
2. Equipment 5. Finance
3. Facilities
Marketing Opportunity Analysis and Consumer Analysis
2. External Environment
Microenvironment - consist of factors that
are near to the company, which has an
impact on the delivery of the products
and services. This factors include
individuals or institutions that affect the
marketinprograms of the company.
Marketing Opportunity Analysis and Consumer Analysis
2.1 Micro Environment in Marketing
Suppliers
Public Market
Interme-
diates
Company
Competitor Customers
Marketing Opportunity Analysis and Consumer Analysis
Micro Environment Marketing
Suppliers - individuals or institutions that
provide resources for the company.
Marketing Intermediates- individuals or
institutions that support the operations of
marketing by promoting, selling or
distributing the goods to the consumers.
Marketing Opportunity Analysis and Consumer Analysis
External Environment
Customers Environment - complicated
type of environment since each has
different types of needs to be satisfied.
Competitors Environment- consist of
companies that produce products in the
same category in the market.
Marketing Opportunity Analysis and Consumer Analysis
External Environment
Public Environment - groups that have possible
concerns or effect on the ability of the company to
attain its goals.
Includes:
1. Financial Public- banks and other
investment institutions
2. Media Public-radio, television and print or
media network
Marketing Opportunity Analysis and Consumer Analysis
External Environment
3. Government Public- Dept. of Trade &
Industry, Dept. of Education, Dept. of Social
Welfare and Development
4. Citizen- Action Public- environmental
groups , gender empowerment groups ,
child protection groups
Marketing Opportunity Analysis and Consumer Analysis
2.2 Macro Environment
- has greater social factors that affect the
entire business programs in the industry.
Macro environment factors:
1. Political Factors -
2. Economic Factors
3. Cultural Factors
4. Natural Factors
Marketing Opportunity Analysis and Consumer Analysis
2.2 Macro Environment
5. Technological Factors
6. Demographic Factors
Marketing Opportunity Analysis and Consumer Analysis
Quiz- (15 items)
