ASSIGNMENT NO.
1
ADPR 101: FUNDAMENTALS AND TECHNIQUES OF ADVERTISING
PROFESSOR: Dr. Jann Fernando Reyes
1. What is Marketing?
a. Define the concept of marketing and explain its significance in today's business environment.
- According to the dean of American marketing education, Philip Kotler, marketing is the "a social
and managerial process by which individuals and groups obtain what they need and want
through creating, offering and exchanging products of value with others."
But in simple terms, marketing is defined as the art and science of promoting products/services
to the public. It practices strategies for the purpose of attracting and maintaining consumers to
invest in the product/services (Guerzon, 2021). Due to the increasing competitiveness of the
business industry, marketing remains a deciding factor to a business’s trajectory whether it will
succeed or become stagnant.
b. Discuss the key differences between marketing and sales. Why is understanding this distinction
important for businesses?
- The two subjects are different on the objectives they aim to accomplish. Marketing broadly
refers to the activities that are all about promotion and costumer satisfaction i.e. bringing
exposure to a business, building a strong relationship with your consumers, and so on. While
sales is directly more focused on handling clients who can become potential
consumers/investors of the business. The simplest way to distinguish is that marketing draws in
consumers, while sales closes the transaction.
2. Business Review
a. Why is conducting a thorough business review an essential step in the marketing planning process?
- It is a given that with passing time comes changes in the consumer market. Different trends,
preferences, as well as new competitors entering the industry will have a direct impact on a
business’s trajectory. Therefore, a business review can make a big difference. It provides a good
opportunity to look at the company’s performance and identify if there’s a new approach they
can experiment with that will satisfy the market. Trying out a new angle can possibly generate
more profit especially when it is targeted to meet the demands of the consumer, leaving it
unnoticed will give an opening for other competitors to seize the opportunities. (Guerzon, 2021)
b. Provide examples of the types of information and data that businesses should gather during a
business review.
- In Kenichi Ohmae’s The Mind of the Strategist, he shares that the type of data that must be
gathered for a business review are the 3 C's - customers, competitor, and company. The type of
data gathered should be the customer’s consumer preferences and demands, the value
propositions of other competitors in the market, and the strengths, weaknesses, capabilities and
limitations of their own company.
3. Marketing Objectives
a. Explain the importance of setting clear and measurable marketing objectives for a business.
- The relevance of this in a business is that 1. ) The marketing team is given focus and direction by
clear marketing objectives, which give them a sense of purpose. They assist in ensuring that
everyone is aware of what has to be done and in focusing efforts on particular objectives.
2.)Marketing objectives ought to be in line with the bigger business objectives. This alignment
makes sure that marketing initiatives contribute to the organization's success as a whole and
that resources are used effectively. And 3.) Setting goals supports risk management. Businesses
can be better prepared for unforeseen circumstances by anticipating challenges and establishing
goals to overcome them.
4. Market Segmentation
a. What is market segmentation, and why is it necessary for effective marketing?
- Market segmentation is when customers are categorized based on their characteristics. It is an
efficient way of targeting specific customers so that companies are able to identify which of their
products are best suited to be advertised to these consumers.
5. Positioning
a. Define positioning in the context of marketing and provide examples of successful product positioning
strategies.
- Positioning, a strategy similar to branding, is a technique used by companies to create a specific
perception about their product in a way that is favorable and attractive to the public market. It is
a way of displaying why the product should be invested in despite its many competitors because
of the value proposition it offers. A great example of this is Joy Dishwashing Liquid’s “Isang
Patak, Bisang Katutak” marketing campaign that advertised the dishwashing soap as capable of
lasting for 2 weeks even in such a small amount of 45 ml. Another is Rihanna’s Fenty Beauty
campaign, “Beauty For All” that easily stood out in the beauty industry for it’s all-inclusive
makeup that accurately matched to the skin tones of POC (people of color) minorities.
b. Discuss how effective product positioning can influence consumer perception and purchasing
decisions.
- Product positioning, when done superbly, can change the public perception and leave a
permanent impact on their purchasing decisions, especially when the product stays true to the
image that they are striving for. This strategy mainly works because it highlights a product’s
unique assets in a usually sustainable way that convinces consumers that these companies are
able to provide their customer needs.
6. Products
a. Describe the product component of the marketing mix (4Ps). How does product development impact a
company's marketing strategy?
- In the 4P’s marketing mix, the product is a tangible/intangible component offered by a company
to its customers. By considering certain aspects in the process of product development, the
marketing strategies are affected because the product is able to change in a way that can cater
to the masses.
b. Choose a product and analyze its life cycle stages. How should marketing strategies adapt at each
stage?
- Marketing strategies should learn how to adapt at the life cycle stages depending on their state
on each stage. If on the growth stage, an upsurge of competitors similar to this product start
surfacing, the marketing strategy must be created in a way that offers unique value proposition
among the others. Jollibee is a successful Filipino fast food franchise that was first introduced in
1978, opening a sizeable establishment in Santa Cruz Manila. Due to certain factors such as
affordable pricing, convenience, branding, and its iconic trademark in Pinoy culture, the
franchise steadily rose to mainstream popularity in the early 2000’s and has currently reached its
peak, or so what is called the maturity stage. Jollibee remains steadily successful while
continuously trying new strategies that aims to keep them refreshing to the next generations.
7. Price
a. Explain the role of pricing in marketing. How does pricing strategy affect a product's positioning in the
market?
- The pricing of a product directly influences the public opinion, and the average consumer.
Depending on the product’s overall quality and sustainability, the pricing can either solidify it’s
success or generate a bad perception among customers. For example, Kylie Jenner of Kylie
Cosmetics released her makeup brush set called the “Silver Series” in 2017. It immediately
received backlash from customers and critics, expressing that the quality of the silver brushes
were cheap and unappealing.. Especially since the Silver Series set is $360 US dollars (Php. 20,
411 Philippine pesos), the pricing decision left a bad image on Kylie Cosmetics.
8. Place (Distribution Channel)
a. Discuss the significance of choosing the right distribution channels for a product. Provide examples of
how distribution channels vary across industries.
- Distribution channels offer the opportunity of convenience of location depending on the
demographic of the product’s consumers. In such cases, clothing brands would be located at
shopping malls to the convenience of the average shopper, so on and so forth.
9. What is Advertising?
a. Define the concept of advertising and explain its significance in today's business environment.
b. Discuss the key differences between advertising and marketing. Same as above, why is understanding
this distinction important for businesses?
10. Advertising and the Marketing Mix
a. Discuss the relationship between advertising and the marketing mix (the 4Ps: Product, Price, Place,
Promotion). How does advertising impact each of these elements?
