By the end of this report, students should be able to:

Full text

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Republic of the

Republic of the Philippine

Philippine

EULOGIO

EULOGIO “ “ M M NG” NG” RODRIGUEZRODRIGUEZ

INSTITUTE OF SCIENCE AND TECHNOLOGY INSTITUTE OF SCIENCE AND TECHNOLOGY

Nagtahan

Nagtahan Sampaloc Sampaloc ManilaManila

College of Engineering

College of Engineering

Engineering Management

Engineering Management

MANAGING THE MARKETING FUNCTION

MANAGING THE MARKETING FUNCTION

Submitted To:

Submitted To:

ENGR. JOCELYN C. TUBANG

ENGR. JOCELYN C. TUBANG

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Management is the processes of

Management is the processes of planning, organizing directing,planning, organizing directing,

motivating, coordinating and controlling of various activities of a firm. motivating, coordinating and controlling of various activities of a firm. Marketing is the process of satisfying the

Marketing is the process of satisfying the needs and wants of the needs and wants of the consumers.consumers. Management of marketing activities is

Management of marketing activities is Marketing Management.

Marketing Management.

Management Guru Philip Kotler defines Management Guru Philip Kotler defines marketing as “Ma

marketing as “Marketing Management isrketing Management is the analysis, planning,

the analysis, planning, implementationimplementation and control of programmes designed to and control of programmes designed to bring about the desired exchanges with bring about the desired exchanges with target audiences for the purpose of target audiences for the purpose of personal and mutual gain. It relies personal and mutual gain. It relies heavily on adoption and coordination of heavily on adoption and coordination of the product, price, promotion and place the product, price, promotion and place for achieving response”:

for achieving response”:

In other words, a business In other words, a business discipline, which is focused on the discipline, which is focused on the practical application of marketing practical application of marketing

techniques and the management of a firm’s techniques and the management of a firm’s marketing resources and activities, is

marketing resources and activities, is Marketing Management.

Marketing Management.

Marketing Management focuses upon the

Marketing Management focuses upon the psychological and physicalpsychological and physical

factors of Marketing. The Marketing managers are responsible for influencing factors of Marketing. The Marketing managers are responsible for influencing the level, timing, and composition of customer demand accepted definition of the level, timing, and composition of customer demand accepted definition of the term. While the psychological factors focus upon discovering the needs the term. While the psychological factors focus upon discovering the needs and wants of the

and wants of the consumer and the changing patterns of buying behavior,consumer and the changing patterns of buying behavior, habit etc. the physical factors focus upon

habit etc. the physical factors focus upon fulfilling those needs andfulfilling those needs and demands buy better product design, channel of distribution and other demands buy better product design, channel of distribution and other functions.

functions.

In summary, Marketing in action is

In summary, Marketing in action is marketing Management.marketing Management.

Marketing Management has the responsibility of to perform many Marketing Management has the responsibility of to perform many functions in the field of

functions in the field of marketing such as planning, organizing, directing,marketing such as planning, organizing, directing, motivating, coordinating and controlling. All these function aim to achieve motivating, coordinating and controlling. All these function aim to achieve the marketing goals.

the marketing goals. Let’s face

Let’s face it. it. Of the Of the four maifour main functin functional areaonal areas of s of a businea business,ss, marketing has to be the most important! Marketing is at the heart of a marketing has to be the most important! Marketing is at the heart of a business.

business. Remember Remember the the definition definition of of marketing:marketing: “The process of

“The process of identifying, anticipating (predicting) and satisfyingidentifying, anticipating (predicting) and satisfying customer nee

customer needs profitably”ds profitably”

Introduction

Introduction

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Almost every activity that a business undertakes can be linked back to this definition.

Ultimately, almost every functional activity or objective can be linked back to marketing.

By the end of this report, students should be able to:

1. Explain how to Manage the Marketing Function. 2. Describe the Concept of Marketing.

3. Define and explain the 4P’s of Marketing.

4. Explain the Strategic Marketing for Engineers by Selecting a Target Market and Developing a Marketing Mix.

Objectives

DURATION AND METHODOLOGIE

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MANAGING

THE

MARKETING

FUNCTION

 Introduction  Managing the Marketing Function  Marketing Concept  The Engineer and the Four

P's of Marketing  Jabiguero, Gail Luz D. (Leader) &  Magnaye, Jess Marwin (Assistant Leader) 15 mins.

The

Engineer

and the

Four P’s

of

Marketing

 The Product  The Price  The Place  The Promotion Members Galinggana Guerra Gonzales 20 mins

Strategic

Marketing

for

Engineers

 Selecting a Target Market  Developing a Marketing Mix Members Joaquin Lagura Magpusao Manalad 20 mins

QUIZ Questionnaires Mercado 5 mins.

What is the Marketing Concept?

The Engineer and the Four P's of Marketing

 The Product

 The Price

 The Place

 The Promotion

Topic or Content Outline

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Strategic Marketing for Engineers

 Selecting a Target Market

 Developing a Marketing Mix

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NOKIA PRESENTS THE FIRST PHONE DESIGNED FOR LOCAL NEEDS

Manila, July 1, 1997 - Nokia Mobile Phones, the largest European and world's second largest manufacturer of mobile phones and a world leader In

digital technology, has introduced to the Philippines the Nokia 3810 “Big Face”, the first mobile phone designed specifically for the needs of the Asia-Pacific cellular market.

"This new design which was Inspired by a regional research Is another step in our aim to strengthen our market position', Martin Fernandez, Nokia Mobile Phones Philippine Country Manager said.

The Nokia 3810 is a product of extensive regional research and feedback. According to the research, there is a demand for a design that would easily accommodate longer and more detailed messages Asians, including Filipinos, are accustomed to. Tagged as Nokia 'Big Face", the 3810 has a larger screen

contained in a small and sleek European styled body, making it easier to read messages. With its unique full graphic display, the Nokia 3810 displays large or small text, depending on the length of the message. Combined with Nokia's state of the art menu systems, it is easier to find what you are looking for.

Moreover, Nokia 381o provides a comprehensive range of features like call management, memory functions, short message services, security/code control, optional controls, and data transmission and has the most complete range of accessories.

Nokia Mobile Phones is a part of the Nokia Group, a global

telecommunications company headquartered in Helsinki, Finland. Nokia employs nearly 34,000 people in 45 countries and has net sales of US$8.5 billion in 1996. Nokia can be visited on the worldwide web http:/www nokia, com.

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Any paid attempt to communicate with the customers other than advertising,

publicity, and personal selling, may b e

considered sales promotion. This

includes displays, contests, sweepstakes, coupons, trading stamps, prizes, samples, demonstrations,

referral g i f t s , etc.

Contests and sw ee ps ta ke s

are

very p o p u l a r  sales promotion tools. An

example is shown in Fi gu re 11.4.

STRATEGIC M A R K E T I N G F O R ENGINEERS

Companies, including those managed by engineer

managers, must serve markets that are best fitted to their capabilities. To achieve this

end, a very important activity called s t r a t e g i c marketing is undertaken.

Under this set-up, the following steps are made:

1. selecting a target market

2. developing

a

marketing mix

Selecting a Target Mar ke t

A market consists o f individuals or

organizations, or both, with the desire and ability to buy a specific product or service. To

maximize sales and profits, a company has the option of serving entirely or just a portion of

its chosen market. Within markets are

segments with common needs a n d w h i c h w i l l respond similarly to

a

marketing action.

Figure 11.5 shows an example of the various

segments of a given m a r k e t.

Figure 11.4

An

  Example of a Company

Using Sweepstake as a Sales Promotion Tool.

GET A BAYANTEL PHONE, CALL LONG DISTANCE, PAY YOUR MONTHLY BILLS AND GET A CHANCE TO

DRIVE AWAY A WINNER!

BAYANTEL BMW 5 to drive

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THERE HAS NEVE R BEEN A TELEPHONE PROMO BIGGER THAN THIS!

NOW, BayanTel, the phone company that's helping you communicates not tomorrow. but

today, is giving away not one, not two, not even three, but FIVE, brand-new BMW 3

Series model 316  for its telephone subscribers.

IT’S

so

EASYTO GET A CHANCE TO WIN! This promo Is open to BayanTel TELEPHONE

SUBSCRIBERS In designated BayanTel franchise ar ea s (see cover age below) only.

ONE: Get a BayanTel phone and pay your first monthly charges right away

Two: Use your  BayanTel phone to call anywhere. Better if International and domestic long distance. Every Php200 worth of paid charges (over and above the basic

installation charge and first month advanced service) entitles you to one raffle

ticket.

THREE: Pay your monthly bills promptly so  you can earn more raffle tickets right away.

Get a BayanTel phone now. Get a BMW to drive soon. Just keep on using that BayanTel

phone t o call anywhere- more raffle tickets for long distance! PROMO ENDS DECEMBER 31, 1997

An analysis of the various segments of the chosen market will help the company make a decision on whether to serve all or some of the segments. The se gmen t or segments chosen b e c om e the target market.

In selecting a target m a r k e t , t h e following steps are necessary: 1. Divide the total market in to groups of people who have relatively

s i m i l a r p r o d u c t o r service n e ed s .

2. Determine the profit potentials o f each segment.

3. Make a decision on which segment or segments will be served b y the company.

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5. Rosario Mariano 1,000,000 6. Ausberto Taguinod 1,000,000 7. Francisco Bundoc 1,000,000 8. Amparo Paragas 1,000,000 9. Andres Nicolas 1,000,000 Total ₱ 54,000,000

The three agreed to produce caustic soda liquid, hydrochloric acid, soda ash, sodium sulphate, sodium trypolyphospate, and sulfuric acid. The construction of the company's plant has already begun in Dasmari ñas, Cavite. The company has been named the Bugtag Chemical Corporation.

Samuel has already started organizing the production department by hiring a production planner. Antonio is still considering what steps to take in

organizing his department. One of his problems is the lack of information

regarding the nature of the market the company must tap. Also, Antonio is aware of the utmost importance of providing the production department with a demand forecast for the company's products

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We would like to express our special gratitude to our Professor Engr. Jocelyn Tubang who gave us the opportunity to do this meaningful report on the topic Managing the Marketing Function, which will help us as a future Engineer. We are making this project not only for marks but also to increase our knowledge for application. Special thanks to Mr. Roberto Medina as our source.

The following list includes people who helped to complete this report. 1. Pia Galinggana

2. Christine Mae Desiree Guerra 3. James Patrick Gonzales

4. Gail Luz D. Jabiguero (Leader) 5. Alexis Victorios Joacquin 6. Rixmon Lagura

7. Jerome Magpusao

8. Jess Marwin Magnaye (Asst. Leader) 9. Cristopher Manalad

10. John Russel Mercado

1. Engineering Management by Roberto Medina

2. http://www.gktoday.in/meaning-functions-of-marketing-management/

Acknowledgement

Figure

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References

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