Quarter 1 3.

Marketing must be able to achieve the Performance

Module 1: Marketing Principles and Strategies Target Goals and Objectives
Customer-oriented and coordinated marketing aims to
Marketing achieve its profit, objectives, and goals. These goals and
Is the creation and communication of value to objectives hinge on the increase in sales volume and
customers. It involves the customer’s maintenance of customer’s patronage. When product planning, price,
relationships that should last for lifetime. It is the link promotion, and distribution and properly coordinated,
between society’s material requirements for its needs it will result in the most effective way of satisfying the
and wants. Marketing must satisfy human needs and customer’s needs and wants. The sales volume and
wants through the exchange process and the building of profit objective will be realized.
long-term relationships.
Factors for Developing Marketing Concepts
From the academic point of view, marketing is the art
and science of creating tangible products or services 1. Capturing Marketing Insights
and finding the market, getting, and retaining them to The overall direction must focus on its vison and
attain profitable operations. On one hand, it is a societal mission. The organizational goals and objectives must
process that marketers must communicate the be directed towards the creation of value to its
sustainable value of the product or service to its target customers. These must be the inherent philosophy of
market. the marketing organization. The functional areas in the
marketing organization must be focused towards its
It is a critical business process for attracting customers ultimate set of tasks in the building of long-lasting
to satisfy their needs and wants. Marketing is also an relationship with its target market.
integrated process through which companies create
value for customers and build strong customer 2. Effective Financial Management System
relationships in order to capture value from customers This system in the procurement of quality and
in return. Simply put: Marketing is the delivery of affordable materials for processing of the product is a
customer satisfaction at a profit. vital component in effective operation of the marketing
system. The competition in the market is based on
Need affordable quality products where labor and materials
Is one important component in the marketing of interplay in their production. Financing the marketing
products. It is the consumer’s desire for a product or program will develop effective sales program that will
service. bring in sustainable profitability.

Wants 3. The Value of Human Resources

Are higher-level human needs as they appeal more to All business activities need human resources in their
the emotions. These are the social needs for recognition operation. The employees must be committed in the
and the development of higher social satisfaction is production of quality products and the delivery of
limitless. quality service. They must develop work ethics and
strong commitment to the marketing efforts of the
Concepts of Marketing organization. Sustainable development and progress
rest with people who are willing to put all efforts
The marketing concept emphasizes customer towards the organizational objective of quality products
orientation and coordination of marketing activities to and service.
achieve the marketing goals and objectives.
4. The Production Process
1. Marketing must be Customer Oriented The process must conform to standards in terms of
The planning and operation must be directed towards product quality. The race to economic profitability is the
customer orientation. The whole marketing production of products that shall satisfy the customer’s
organization and its operating staff must be focused on wants and needs. The role of marketing is to sell more
determining what will satisfy the needs and wants of products, but it must conform to customer demand.
the target customers, the important link in the business Production may produce so many products, yet they are
operation. useless inventory when they fail to reach their target
market. Marketing efforts will turn them into profitable
2. Marketing must be Coordinated Activities inventory.
Coordination activities must start in the product
planning process, the process. The product is the key 5. The Presence of Competitors
element that the customer wants to buy that is worth The marketing of products becomes interesting with the
his money. Price is another important component as presence of competitors. Marketing outfit must develop
customers would like to get his money’s worth. The strategies in capturing their target market and develop
place of distribution must be within his reach and the and sustained patronage. These marketing strategies
promotional activities must be appealing for him to must develop customer loyalty to the brand or the
decide which product to purchase. product. Product improvement and pricing strategies
with sustained promotional and advertising program
are important components in the competitive market.
Traditional concept marketing is a marketing strategy a Goals of Marketing
company uses to determine if it can produce a viable 1. Focusing on customer wants and needs to distinguish
product consumer want or need, whether the company products from competition
can produce enough products to fill the need, and the 2. Integrating all the organization’s activities to satisfy
marketing method by which the need can be filled. customer wants and needs
3. Achieving the organization’s long-term goals by
Several Distinct Traditional Approaches satisfying customer wants and needs.
1. Production concept focuses on the internal potentials
of the company and not based on the desires and needs KEY PERFORMANCE INDICATORS
of the market. Key performance indicators (KPIs) are used to check
2. Marketing concept a philosophy which states that that the marketing activities of a company are on track.
organization must try hard to find out and satisfy the KPIs are specific metrics which are used to track
needs and wants of consumers while at the same time performance to make sure the firm is on track to meet
accomplishing the organizational goals. specific objectives. They are sometimes known as
3. Sales concept refers to the idea that people will buy performance drivers or critical success factors for this
more goods and services through personal selling and reason.
advertising done aggressively to push them in the
market. Examples of noteworthy marketing goals:
4. Relationship concept/marketing an approach that 1. Identifying the target market
centers on maintaining and improving value-added 2. Increasing sales and profits
long-term relationships with current customers, 3. Increasing brand awareness
distributors, dealers, and suppliers. 4. Increasing market share
5. Societal Marketing Concept views that organizations 5. Countering competitive strategies
must satisfy the needs of consumers in a manner that 6. Reputation
gives for society’s benefit. 7. Increasing distribution channels

The Goals of Marketing and their Social Effects Traditional marketing

1. Maximize the Consumption of Goods - The Aggressive Is an umbrella term that covers the wide array of
marketing strategies and policies had increased the advertising channels we see daily. These may include
consumption of goods and services. The demand of the print media, billboard and TV advertising, flyer and
market is tremendous. Sellers face many challenges on poster campaigns and radio broadcast advertising.
what products to offer. Buyers want quality products at
reasonable price and t the most convenient location. Ansoff's Matrix Theory
The marketing job is to stimulate greater product Traditional marketing theories include Ansoff's Matrix, a
consumption. Greater production requires consumption theory that proposes products/services fall into one of
of material inputs and more goods in the market that four categories depending on the market and the
create more employment. More jobs are created, and product released. New Product- New Market is
more people enjoy economic wealth. Maximum considered as diversification. This theory recommends
consumptions generate economic development for the that businesses should try to diversify their product
nation. portfolio to spread risk amongst their product range.

2. Maximize Consumer Satisfaction - The market The Marketing Mix

demand is varied, and customer satisfaction is the Another marketing theory that's considered to be
challenge of the marketing organization. Measurement traditional is the marketing mix. made up of the 7 P's.
of customer satisfaction is difficult. It embraces careful These include product, place, promotion, price,
analysis of the market demand which varies with the packaging, and positioning. All these components, when
time and the social development of society. combined, create a solid marketing proposal. However,
this theory as well as Ansoff's, can be drastically
3. Maximize Choice of Goods or Service - Some improved with the use of contemporary marketing
marketers believe that the goal of marketing is to strategies.
maximize the variety of the product in the market and
provide consumers a wide assortment of choices. The Traditional Marketing seeks to pull customers to a
main objective is for customers to find the goods that product, whatever the cost.
will satisfy their biological needs as well as their It is, for this reason, considered to be outdated as it
emotional and social wants. does not consider the customer they are selling to,
more the market that the company operates within.
4. Maximize the Quality of Life - The improvement of There are however channels that have developed from
the quality of life is the target of marketing people. New traditional marketing, including digital, that aim for the
hand phones are created to communicate with various same goal, however, use more subtle and approachable
sectors of society, friends, and families. Easy mediums so as to capture their target audience. This
communications access satisfies not only social needs may include Pay-Per-Click campaigns, social media
but also business requirements. Computers and others posts, search engine optimization and email marketing.
electronic gadgets bring pleasures to homes and
enjoyment of the comfort of living. DEFINITION OF CONTEMPORARY MARKETING
Simply defined, contemporary marketing refers to great results especially when the person referring is an
marketing strategies that are consumer focused. Influencer in that industry.
Contemporary marketing strategy offers products and
services based on what the target market desires rather 5. Affiliate marketing - is a prominent type of internet
than what the company wants them to have, thereby, marketing where a third party promotes a product and
offering greater support for their customers and earns commission, or a piece of the profit gotten from
becoming able to take advantage of more advanced every sale made through that referral.
marketing funnels to track progress.
6. Video marketing - Videos act as one of the most
DIFFERENCE BETWEEN CONTEMPORARY MARKETING interactive types of online marketing and can prove to
ORIENTATION AND TRADITIONAL MARKETING be a great way to raise awareness about a business or
ORIENTATION product. In fact, according to Mushroom networks,
YouTube is the second biggest search engine. Therefore,
The main difference between the contemporary video marketing can prove to be a great way to pass
marketing orientation and traditional marketing messages to target customers.
orientation is that while the former is consumer-
focused, the latter is company focused. Traditional 7. Inbound marketing - is a very powerful contemporary
marketing is concerned with pulling customers and does marketing strategy that focuses on different tactics to
not really consider the customer's diverse needs. Rather draw consumers in and convince them to buy goods. It
it is concerned with the market or industry in which the is one the result-oriented types of marketing that uses
company operates in. Contemporary marketing aims for content to drive results. A key subset of Inbound
customers satisfaction in order to build a relationship marketing is Content marketing which the Content
with them. Therefore, the types of marketing strategies Marketing Institute refers to as "a strategic marketing
under contemporary marketing are concerned with the approach focused on creating and distributing valuable,
needs of customers. relevant, and consistent content to attract and retain a
clearly defined audience."
Our contemporary marketing world now features
advanced marketing skills and improved marketing mix. Green marketing - refers to the process of selling
Here are some of types of marketing: products and/or services based on their environmental
1. Business to Business - B2B Marketing benefits. Company is selling products and/or services by
2. Business to Consumer - B2C Marketing first promoting its benefit that is environmentally
3. Brand Marketing friendly or produced in an environmentally friendly way.
4. Cloud Marketing
5. Telemarketing For green marketing to be effective, there are three
6. Guerrilla Marketing things that needs to be done:
7. Push Marketing 1. Being genuine
8. Influencer Marketing a. The company is doing what it claims to be doing in its
green marketing campaign.
Emerging Types of Marketing and their Applications: b. The rest of the business policies are consistent with
1. Search engine optimization - is majorly concerned whatever the firm is doing that’s environmentally
with increasing a business’ visibility and rankings on friendly.
search engine result pages. It is a simple way of 2. Educating the customers isn’t just a matter of letting
attracting organic traffic of potential customers to a people know that the company is doing whatever it
website. SEO can be maximized with paid adverts doing to protect the environment, but also a matter of
(Google AdWords), strategic content marketing and letting them know why it matters.
social media networks. 3. Giving customers an opportunity to participate
means personalizing the benefits of the company’s
2. Pay per Click advertising - This is advertising environmentally friendly actions, normally through
presented on search engine result pages or web pages letting the customer take part in positive environmental
where the advertiser is only charged based on the action.
number of times someone clicks on the ads to go to the
advertiser's targeted website. Quarter 1
Module 2: Relationship Marketing
3. Email marketing - is a type of marketing based on the
distribution of messages through emails. Email Relationship marketing
marketing provides direct contact with customers and -According to Gilaninia et al (2011) Relationship
allows businesses to create relationships with their Marketing involves creating, maintaining and enhancing
customers. Updates, exciting news, and call to actions strong relationships with customers and other
can be sent directly to customers. stakeholders. Increasingly, marketing is moving away
from a focus on individual transactions and towards a
4. Referral marketing - is a type of marketing where an focus on building value-laden relationships and
individual or customer pleased with the results gotten marketing networks.
from a product refers the product to another person. -Relationship marketing is oriented more
It's a very subtle form of marketing that can provide towards the long term. The goal is to deliver long- term
value to customers and the measure of success is long- 5. It relies more on listening and learning than on
term customer satisfaction. talking.
-Relationship marketing requires that all the
company’s departments work together with marketing Benefits in developing and implementing customer
as a team to serve the customer. It involves building relationship
relationships at many levels – economic, social, 1. Consistent customer experience
technical, and legal – resulting in high customer loyalty. 2. Customer Feedback
3. Customer Profitability
FIVE DIFFERENT LEVELS OF RELATIONSHIPS 4. Customer advocate
1. Basic 5. Innovation
The company salesperson sells the product but does not
follow up in any way. BENEFITS OF RELATIONSHIP MARKETING
2. Reactive In the business world, retaining customers has a lesser
The salesperson sells the product and encourages the cost at least eight times compared to acquiring new
customer to call whenever he or she has any questions ones. Thus, this marketing capitalizes on the same fact
or problems. and is beneficial to the company in several ways.
3. Accountable
The salesperson phones the customer a short time after A. Understanding customer characteristics - the
the sale to check whether the product is meeting the company can segregate its customers into groups based
customer’s expectations. The salesperson also solicits on their characteristics like purchasing power,
from the customer any product improvement frequency, and volume of sale transactions. It also helps
suggestions and any specific disappointments. This the company get valuable feedback from its customers
information helps the company continuously to improve and understand their needs and expectations.
its offering.
4. Proactive B. Delivery and meeting expectations - if the company
The salesperson or others in the company phone the knows what its customers’ needs are, it will help reduce
customer from time to time with suggestions about wastage due to trial and error methods. It is easier to
improved product use or helpful new products. create a product if the features and specifications of the
5. Partnership product are known.
The company works continuously with the customer
and with other customers to discover ways to deliver C. Repeat Business - Sellers should maintain good
better value. attitude to the buyers. By doing this, buyers will feel
that they do not need to switch sellers.
Forbes.com defined Relationship marketing is a strategy
designed for customer loyalty, interaction, and long- D. Prevents negative transition. - Trust and loyalty go
term engagement to be fostered. It is designed to hand in hand and it is super beneficial for all business. It
develop strong connections with customers by will help prevent customers from turning to
providing them with information directly suited to their competitors.
needs and interests by promoting open communication.
E. Word-of-mouth marketing
Customer relationship - is the development of an
ongoing connection between a company and its a. Increasing customer base - satisfied existing customer
customers. The relationship involves marketing is 100% more likely to recommend a product/service to
communications, sales support, technical assistance, a prospective customer. Apart from customer, referrals,
and customer service. Customer relationship is a big there are several other ways to increase customer
part of marketing. Relationship marketing is an satisfaction by employing methods of utilizing social
interaction with current customers and potential ones. networking websites, blogs, informal surveys, benefits
on loyalty cards, timely response to complaints and
According to Serrano, Relationship Marketing includes requests as a constant reminder of its presence around
activities aimed at developing and managing trusting and retention equity is improved by enhancing
and long-term relationships with larger customers. customer satisfaction.
(Customer profile, buying patterns and history of
contacts are kept in a sales database). F. Reduced marketing cost - benefits also include lesser
marketing costs and more value creation. This can be
Characteristics of Relationship Marketing: explained by stating the following statistics: every 5%
1. It focuses on the long-term rather than the short- increase in customer retention can increase a
term. company’s annual profits from at least 25% to as much
2. It focuses on partners and customers rather than on as 125%, while simultaneously leading to a reduction of
the company’s products. 10% in marketing costs. An existing customer will spend
3. It puts more emphasis on customer retention and 33% more than a new customer to buy a company’s
growth than on customer acquisition. product/service.
4. It relies on cross-functional teams rather than on
departmental-level work. G. Identification with the company - the benefits are
reaped both by the company and the customers. It
helps customers identify more with the company.
Keeping your communication lines open and keeping in 1. Networking - Networking, online and off, can be a
touch with the customers makes them feel like they are powerful relationship marketing technique. This isn’t
being valued. It will keep customers coming in and build just for job seekers! Think about the interests that you
brand equity for the company in the long run. have as a business, and then join groups that share your
affinities.
Product Market Expansion - the company’s employees 2. Cherish Each Customer - Not just in the way that
must be ready to deliver beyond the company’s every company says that they do. Make sure that every
boundaries on customer demand. interaction you have with your customers shows them
that they are valued.
Quarter 1 3. Listen to Your Customers - Listen to your customers!
Module 3: Customer Value Every business says they do, but not all follow through
or apply what they’ve heard. Even listening and
According to Serrano, Relationship Marketing includes responding to compliments can be beneficial. People
activities aimed at developing and managing trusting love knowing they’ve been heard. Even complaints can
and long-term relationships with larger customers. be a blessing in disguise. People often just want
(Customer profile, buying patterns and history of someone to share their concerns with.
contacts are kept in a sales database) 4. Build a Brand Identity - A memorable brand will make
it easy for customers to find you and your product(s).
Relationship marketing is a strategy designed for Customers will gravitate toward what they find that is
customer loyalty, interaction, and long-term memorable.
engagement to be fostered. 5. Give Your Customers Free Information - What’s
better than free? Not much. Your customers are seeking
Customer Relationship focuses more on long term information about your product(s). They have
customer retention than acquiring large numbers of questions. Give them answers! Identify the topics and
new and potentially singletransaction customers. interests your customers have.
6. Loyalty Rewards - Loyalty programs encourage
Customer Value is the relationship between benefits shoppers to return to stores where they frequently
and the costs including money, stress, and time to make purchases.
sacrifice that is necessary to get those benefits. Or 7. Communicate Often - Relationships are based on
simply stated in a mathematical equation: Benefits – communication. Your customers and users want to
Cost = Customer Value. communicate with you, so be sure to communicate with
them often. Relationship marketing works well when
Importance of Customer Value you strive to be there for your customers.
1. Designing and providing superior customer value are 8. Special Events - Holding a special event for your
the keys to successful business strategy in the 21st existing or prospective customers is a great way to build
century. relationships.
2. Value reigns supreme in today’s marketplace and 9. Face-To-Face Time - Like a lot of what we’ve been
marketspace. mentioning, it comes back to interactions. While
3. Customers will not pay more than a product is worth electronic communication is great, and often preferred,
and will reward excellence. having a faceto-face meeting can help the customer feel
4. A customer-centric culture provides focus and valued.
direction for the organization, ensuring that exceptional
value will be offered to customers. Customer service - is the act of taking care of the
5. Designing and delivering superior customer value customer's needs by providing and delivering
propels organizations to market leadership positions in professional, helpful, high-quality service and assistance
today’s highly competitive global markets – absolute before, during, and after the customer's requirements
advantage. are met. Customer service is meeting the needs and
6. Providing outstanding customer value has become a desires of any customer.
mandate for management.
Characteristics of Good Customer Service:
Customer Relationship Marketing -will make earlier • Promptness: Promises for delivery of products must
agents of change look inadequate. The key facilitator is be on time. Delays and cancellations of products should
technology available to marketers. CRM weds the be avoided.
individual customer and technology in ways that are • Politeness: Politeness is almost a lost art. Saying
unique. 'hello,' 'good afternoon,' 'sir', and 'thank you very much'
are a part of good customer service. For any business,
These fourth-wave relationships, propelled by a using good manners is appropriate whether the
confluence of technological advances, will themselves customer makes a purchase or not.
change at geometric rates. (1) One-to-one marketing, • Professionalism: All customers should be treated
(2) Database marketing, (3) Integrated marketing, and professionally, which means the use of competence or
(4) Interactivity. skill expected of the professional. Professionalism
shows the customer they're cared for.
9 Relationship Marketing Strategies and Tools
• Personalization: Using the customer's name is very 1. The annual plan is a short-term plan that describes
effective in producing loyalty. Customers like the idea the current situation, company objectives, the strategy
that whom they do business with knows them on a for the year, the action program, budgets, and controls.
personal level.
2. The long-range plan describes the primary factors
Quarter 1 and forces affecting the organization during the next
Module 4: Strategic and Marketing Planning several years. It includes the long-term objectives, the
main marketing strategies used to attain them, and the
Marketing Strategy - Shaped by your business strategy, resources required. This long-range plan is reviewed
your marketing strategy is your purpose; it's the offering and updated each year so [hat the company always has
you deliver, how you will deliver it and why your a current long-range plan. The company's annual and
marketing efforts will help you achieve your company’s long-range plans deal with current businesses and how
mission and strategic goals. to keep them going.

Marketing Plan - Driven by your strategy, your 3. The strategic plan involves adapting the firm to take
marketing plan is the execution; the roadmap of tactical advantage of opportunities in its constantly changing
marketing efforts that help you achieve your marketing environment. It is the process of developing and
goals. Your plan is your detailed campaign of what you maintaining a strategic fit between the organization's
will do, where you will do it, when you will implement, goals and capabilities and its changing marketing
and how you will track success. opportunities.

Marketing Strategy Marketing Plan Strategic planning sets the stage for the marketing plan.
The “Why” Behind your The Road Map the
Marketing Efforts Execution “Plan” Marketing Planning occurs at the business-unit, product
Its purpose is to describe Its purpose is to lay out and market levels. It supports company strategic
how your marketing your marketing campaign planning with more detailed planning for specific
goals will help you efforts on a tactical level marketing opportunities.
achieve your business
goals Strategic Marketing
what offering you will what you will do, where Considers the long-term goals of your company such as
deliver, who you will you will do it, when you expanding your business, exploring new demographics,
deliver, who you will will implement and how or creating a new brand. Therefore, it needs the insight
deliver it to, how you will you will track success. of your financial department who can analyze if you
deliver it and who your have adequate funds to realize your goals.
competitors are.
it helps you make the It supports your strategy Tactical Marketing
most of your investment, and is the action plan Often involves generating leads, building websites,
keep your marketing you’ll uses to implement placing ads, and following up. It includes advertising,
focused, and measure your marketing efforts. sales promotions, and other activities that directly
your sales results. support your strategic marketing plan. And because
your strategic marketing plan included establishing a
STRATEGIC MARKETING VS. TACTICAL MARKETING budget, tactical planning preparation should consider its
Strategic Planning is a broad process that can address financial limitations in carrying out these activities.
the entire business, or a portion of the business such as
marketing while Marketing planning is written based The Planning Process
from strategic plans. 1. ANALYSIS
Planning begins with a complete analysis of the
STRATEGIC PLANNING company's situation. The company must analyze its
1. Strategy is a plan from reaching a specific goal. environment to find attractive opportunities and to
2. In business, a strategy is a broad goal, such as avoid environmental threats. It must analyze company
increasing sales or market share or creating an image strengths and weaknesses, as well as current and
for the business. possible marketing actions, to determine which
3. When creating marketing plans start with broad opportunities it can best pursue. Analysis feeds
strategies and support the with specific tactics. information and other inputs to each of the other
4. Planning is the process of predicting future events stages.
and conditions and of determining the best way to 2. PLANNING
attain the goals and objectives of the organization. Through strategic planning, the company decides what
5. Strategic Planning is a management process of it wants to do with each business unit. Marketing
creating and maintaining fit between the objectives and planning involves deciding marketing strategies that will
resources of the organization and the changing market help the company attain its overall strategic objectives.
opportunities. Marketing, product, or brand plans are at the center of
this.
Companies usually prepare annual plans, long-range 3. IMPLEMENTATION
plans and strategic plans:
Turns strategic plans into actions that will achieve the
company's objectives. People in the organization that
work with others both inside and outside the company
implement marketing plans.
4. CONTROL
Control consists of measuring and evaluating the results
of plans and activities and taking corrective action to
make sure objectives are being achieved. Analysis
provides information and evaluations needed for all the
other activities.