Marketing.pptx [Autosaved]

7/31/2019 Marketing.pptx [Autosaved]

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THE MANAGEMENT

PROCESS INMARKETING


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CHAPTER OBJECTIVES


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1. Management evolves form man, the individual, that

as he grows and matures in age, he becomes

experienced and qualified to handle men, has to

temper all activities with some degree of time to

accomplish desired expectations. Thus, some people

would say that Management is the art of doing thingsthrough other people.


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2. Management is the process of planning , implementing

and evaluating the efforts of a group of people workingtoward a common goal.

3. It is a process by which comparative groups directaction towards a common goals.

4.Management is the process of achieving organizational

goals through engaging in the four major functions of

planning, organizing, leading and controlling.


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5. Management refers to people who carry out the

managerial marketing function, applicable to any kind oforganization, applies to all managers at all organizational

levels whose goal is to create; and is concerned with

productivity, which implies effectiveness and efficiency in

individual and organizational performance.

6. Management is the function, a discipline, a task to

done, and managers, are the professionals who practicethis discipline carry out the functions and discharge these

tasks.


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7. Managing is the guidance, leadership, and control of the

efforts of a group of individuals toward some commongoal.

8. Management Process is in our day-to-day activities, forwhatever business organization, are made up of 4 major

functions namely: planning, organizing, leading and

controlling. Management aimed at achieving set goals,

requires a careful approach of the total task of managingthe four sub-processes or functions.


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It is the management function that

involves setting goals deciding how best toachieve them; this is also includes

considering what must be done to

encourage necessary levels of change andinnovation.


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1.1. Sales and Production

these are to be spelled outboth in units and absolute peso amounts periodically,

and broken down into annual, semester, quarter,

monthly or even weekly periods.

1.2.Market Growth Rate Targets

these refers to theincremental forecast of the immediate year against the

previous years sales performance.

6 Key Marketing Planning Activities

1. Establishing sales and marketing objectives for short-term


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2.1. Profit Plan

it is a periodic breakdown basis,or on a per product basis for selected brands

or a strategic business unit.

2.2.Allocating Resources This is the support or

budgets on a per product line.

2.3. Breakdown of Budgets budgets are

attributed periodically.

2. Establishing Financial Objectives

3. Formulating Policies and Procedures, Plans and

Programs on short-term and long-term basis.


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3.1. Sales and Collection Policies and Procedures these

are the terms and conditions on credit lines, deliveries,

discounts, invoicing and other companies SOPs rules

and regulations governing sales and marketing.

4. Staffing Pattern/Manpower Deployment

5. Capital Additions

6. Contingencies


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1. Purpose or Mission

The organizations basic tasks or meaningfulactivities for community or society such as: social-cultural-humanitarian, research development,production or distribution.

2. ObjectivesThese are end results or desired expectations of any

organization or enterprise; the ultimate goal of planning,organizing, leading and controlling function.

7 TYPES OF PLANS


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3. Strategies

These are the specific long-term directions, aframework for guiding thinking and action; the general

program of action or a program of objectives, incorporating

support plans and detailed programs.

4. Policies

These are plans that guide thinking and actions of

decision-making, usually general statements that limit an area

within which a decision is to be made, allows some discretion

in decision making.


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5. Procedures and Rules

Proceduresare plans that establish a required method of

handling future activities; guides to action and define the logical

sequence in undertaking a certain activity rules focus on specific

required action or non-action, and do not allow any discretion.

6. Programs

Combinations of objectives, policies, activities, budgets,

and other elements essential in carrying out given course of action.

7. BudgetsA statement or expected result in quantifiable terms,

consolidating plans and programs.


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Mission

Vision GoalsObjectives Plans

And

Programs

Goal

Attainment

(organizational

efficiency and

effectiveness)

The Overall Planning Process


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9 Components of Mission Statement

MISSIONSTATEMENT

Location

Concerned Public Image

Concerned for Survival

Philosophy

Concern for Employee

Customer

Products

Technology

Self-concept


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1. Various organizations members may have different perception of theorganizations mission, perhaps without realizing it.

2. Explicitly developing such statement causes managers to confrontdirectly such fundamental issues, thus it is very possible that considerablycontroversy may arise in attempting to develop a mission statement.

3. Managers may be so busy with day-to-day matters that they neglectdeveloping the long term vision that a mission statement entails.

4. A lack of knowledge about what should go into a mission statement maybe part of the reason why more organizations do not have missionstatements.


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TOP MANAGEMENT

Organization-wide

MIDDLE MANAGEMENTDepartment Perspective

First LevelUnit/Individual

Perspective

3 Levels of Goals


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8 Major Areas for Strategic Goals

STRATEGIC GOALS

Market StandingInnovation

Human Resources

Physical Resources

Financial ResourcesProductivity

Social Responsibility

Profit Requirements


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Market Audit:

9 Steps in the planning process


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I. Where are we?

A. Standing In The Market:

A.1.Market Size And Nature

A.2.Product Description

A.3.Market Position

B. Standing in the Mind:

B.1.Product Perceptions, Impressions, and Feelings

B.2.Brand Awareness

II. Why are we here?

1.What are the significant factors that brought about thepresent scenario?

2.Discuss briefly your competitors historical marketingactivities.


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What are your objectives for the immediate and succeeding years in

terms of :a. Sales Volume

b. Market Growth

c. Market Share

d. Profit

IV. When do we want to achieve this goals?

Are the marketing goals achievable this year, succeeding year, oryear, 2013? 2023?

Will the expansion in plant facilities, reorganization andstreamlining of operations push through immediately or in the nearfuture? In 5 years?


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What will we have to do to get from where we are to where

we want to go?

We will distribute man power that is properly allocated to

different sectors to fill out the positions needed. The peopleallocated should be fit for the job and do it efficiently and well.

Vii. What resources will it take?

Budgeting resources is a big deal in the market nowadays sowe should properly think what budgeting strategies would wedo, is it investing , zero base budgeting , maximization ofresources and etc.


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VIII. Can we do it?

This 5 Desirable Dimensions for Market Leadership:

1. Best product, Best Profit and Best Service

2. Advantage in technology, quality, cost, and superb-valuerelationship marketing

3. Being First instead of being better

4. Kaizen or improving little by little to do things better.

5. Extraordinary commitments( enersiasm) or managing the

business as if your own over and above expectations


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IX. Are we getting there?

1. Being able to periodically monitor, evaluate , and measure

actual performance against the standards set, and thinking

appropriate measures in advance.

2.To date, we achieved or performed vs our objectives3. Will we achieve our objective by years end?

->By product or line? By format or sizes?

->By market segment or sub segments?

->By region , area, territory , province?

->In units and peso?

->In desired quality calls?

->In stock transfer movements and inventory management?


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1. Translating issues and problems into opportunityareas

2. Establishing objectives

3. Incorporating in the planning premises external andinternal environment

4. Formulating alternative courses of action

5. Validating alternatives6. Choosing the best-balanced choice of alternatives

7. Developing a comprehensive marketing plan

7 Approaches in Marketing Planning


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4 Stages of Planning in Marketing

DIAGNOSIS

PROGNOSIS

OBJECTIVES

STRATEGY


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This is a statement of the primary, continuingdesired result or expectation of the business enterprise

as a whole and what each of its parts is organized todeliver or achieve at a given period of time.


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1. Fosters team-building

2. Facilitates organizational efficiency

3. Ensures early realization of goals4. Encourages entrepreneurial spirit

5. Provides a frame-work for every staff and linefunctions in the organization

6. Reflects the basic commitments and aspirations toachieve plans and programs

6 Logical Reasons Underlying Marketing Key

Objectives


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2 Logical Steps in Setting Marketing Key Objectives

1. State in quantifiable terms the ultimate end-results of the

organization as a whole. Follow the S.M.A.R.T. Test.

2. State the Marketing Key Objective of your assigned Division,Department, or Section using the following: (7 Guidelines for

Stating Objectives.)


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1. Clearly Spell out the desired expectations of your outfit,deriving it from the organization as a whole.

2. Define the product/line or segments quantifiable goal.

3. Reflect the customer/client target/goal.4. Describe the scope and extent of desired results.

5. Explain the functions expectations.

6. Discuss other expectations for your Unit or Area of

Responsibility.7. Ensure conformity, approval, and implementability of

your marketing key objectives at the earliest possibletime.

7 Guidelines for Stating Objectives


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1. Purpose/expectations

2. Products/service expectations

3. Customers/client expectations4. Geographic

5. Functional expectations

5 Essential Benchmarks in Marketing Key Objectives


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Business Goals

Special Program Goals

Training Goals

3 Types of Goals


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PURPOSE

COMMITMENT

PRODUCTCOMMITMENT

CLIENTCUSTOMER

COMMITMENT

SCOPE/

GEOGRAPHIC

COMMITMENT

FUNCTIONAL

COMMITMENT

MARKETINGKEY

OBJECTIVES

Types of Marketing Commitments


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3 Sources of Commitment

Analysis

1 The Market Forecasts

2 The Companys Strengths and Weaknesses

3

The expectations of other individuals andgroups in the organization


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PERFORMANCE STANDARDS

4 Examples of Performance Standards

GrowthProfitability

Market ShareDirect Contribution


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end

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Marketing.pptx [Autosaved]