STRATEGIC
MARKETING
MANAGEMENT
MR. JENMAR S. PEPITO, LPT
M A R K E T I N G
MARKETING
The nature and process of Marketing
WHAT IS MARKETING?
WHAT IS
MARKETING?
Marketing refers to activities a company undertakes
to promote the buying or selling of a product or
service.
DEFINITIONS
MARKETING
Marketing includes advertising, selling, and delivering
products to consumers or other businesses. Some
marketing is done by affiliates on behalf of a
OF
Professionals
company. who work in a corporation's marketing and promotion
departments seek to get the attention of key potential audiences through
advertising.
Promotions are targeted to certain audiences and may involve celebrity
endorsements, catchy phrases or slogans, memorable packaging or graphic
designs and overall media exposure.
WHAT IS
MARKETING?
Marketing as a discipline involves all the actions a
company undertakes to draw in customers and
maintain relationships with them.
UNDERSTANDIN
G MARKETING
Networking with potential or past clients is part of the
work too, and may include writing thank you emails,
playing golf with prospective clients, returning calls
and emails quickly, and meeting with clients for
coffee or a meal.
At its most basic level, marketing seeks to match a company's
products and services to customers who want access to those
products. Matching products to customers ultimately ensures
profitability.
THE 4 P'S OF
MARKETING
What are the 4P’S OF
marketing?
The 4 P’s of
Marketing
What are the 4P’S OF
marketing?
PRODUCT
The 4 P’s of
Marketing
Product refers to an item or items the business plans to offer to
customers. The product should seek to fulfill an absence in the
market, or fulfill consumer demand for a greater amount of a
product already available.
Before they can prepare an appropriate campaign, marketers
need to understand what product is being sold, how it stands
out from its competitors, whether the product can also be
paired with a secondary product or product line, and whether
there are substitute products in the market.
What are the 4P’S OF
marketing?
PRICE
The 4 P’s of
Price refers to how much the company will sell the
Marketing
product for. When establishing a price, companies
must consider the unit cost price, marketing costs,
and distribution expenses.
Companies must also consider the price of
competing products in the marketplace and whether
their proposed price point is sufficient to represent a
reasonable alternative for consumers.
What are the 4P’S OF
marketing?
PLACE
The 4 P’s of
Place refers to the distribution of the product. Key
Marketing
considerations include whether the company will sell
the product through a physical storefront, online, or
through both distribution channels.
When it's sold in a storefront, what kind of physical
product placement does it get? When it's sold online,
what kind of digital product placement does it get?
What are the 4P’S OF
marketing?
PROMOTION
The 4 P’s of
Promotion, the fourth P, is the integrated marketing
Marketing
communications campaign. Promotion includes a variety of
activities such as advertising, selling, sales promotions, public
relations, direct marketing, sponsorship, and guerrilla
marketing.
Promotions vary depending on what stage of the product life
cycle the product is in. Marketers understand that consumers
associate a product’s price and distribution with its quality, and
they take this into account when devising the overall marketing
strategy.
TYPES OF
MARKETING
STRATEGIES
TYPES OF MARKETING
STRATEGIES
Traditional Marketing Digital Marketing
Outdoor Marketing Search Engine Marketing
Print Marketing E-mail Marketing
Direct Marketing Social Media Marketing
Electronic Marketing Affiliate Marketing
Event Marketing Content Marketing
TYPES OF MARKETING
STRATEGIES
OUTDOOR MARKETING
Tradi Outdoor Marketing
tiona This entails public displays of
l Print Marketing advertising external to a
Mark Direct Marketing
consumer's house.
eting This includes billboards,
Electronic Marketing
Strat printed advertisements on
egie Event Marketing
benches, sticker wraps on
s
vehicles, or advertisements on
public transit.
TYPES OF MARKETING
STRATEGIES
PRINT MARKETING
Tradi Outdoor Marketing
tiona This entails small, easily printed
l Print Marketing content that is easy to replicate.
Mark Direct Marketing Companies often mass produce
eting printed materials as the printed
Strat Electronic Marketing materials delivered to one
egie Event Marketing customer does not need to vary
s from other.
Examples include brochures,
fliers, newspaper ads, or
magazine ads.
TYPES OF MARKETING
STRATEGIES
DIRECT MARKETING
Tradi Outdoor Marketing
tiona This entails specific content
l Print Marketing delivered to potential
Mark Direct Marketing customers. Some print
eting marketing content could be
Strat Electronic Marketing
mailed.
egie Event Marketing
s Otherwise, direct marketing
mediums could include
coupons, vouchers for free
goods, or pamphlets.
TYPES OF MARKETING
STRATEGIES
ELECTRONIC MARKETING
Tradi Outdoor Marketing
tiona This entails use of TV and
l Print Marketing radio for advertising.
Mark Direct Marketing Though short bursts of digital
eting
Strat Electronic Marketing content, a company can
egie Event Marketing convey information to a
s customer through visual or
auditory media that may grab
a viewer's attention better
than a printed form above.
TYPES OF MARKETING
STRATEGIES
EVENT MARKETING
Tradi Outdoor Marketing
tiona This entails attempting to
l Print Marketing gather potential customers
Mark Direct Marketing at a specific location for the
eting opportunity to speak with
Strat Electronic Marketing
them about products or
egie Event Marketing demonstrate products.
s
This includes conferences,
trade shows, seminars,
roadshows, or private events.
Virtual Event:
Google I/O
At Google I/O, organizers used a
360-degree camera to record
keynote speeches so virtual
attendees could watch live from
all over the world. They even
hosted the videos on YouTube,
making the whole experience
free and easy to access. While
the conference was a living,
breathing in-person event, the
option to attend virtually
provided those unable to attend
with a taste of the experience.
TYPES OF MARKETING
STRATEGIES
SEARCH ENGINE
MARKETING
Search Engine This entails companies attempting
Marketing to increase search traffic through
Digita
E-mail Marketing two ways.
l
Mark Social Media Marketing First, companies can pay search
eting engines for placement on result
Affiliate Marketing
pages.
Content Marketing
Second, companies can emphasize
search engine optimization (SEO)
techniques to organically place
highly on search results.
TYPES OF MARKETING
STRATEGIES
E-MAIL MARKETING
Digital Marketing
Search Engine This entails companies
Marketing
obtaining customer or
E-mail Marketing
potential customer e-mail
Social Media Marketing addresses and distributing
Affiliate Marketing messages.
Content Marketing
These messages can include
coupons, discount
opportunities, or advance
notice of upcoming sales.
TYPES OF MARKETING
STRATEGIES
SOCIAL MEDIA
MARKETING
Digital Marketing
Search Engine Marketing This entails building an online
E-mail Marketing presence on specific social media
platforms.
Social Media
Like search engine marketing,
Marketing companies can place paid
Affiliate Marketing advertisements to bypass algorithms
Content Marketing and obtain a higher chance of being
seen by viewers.
Otherwise, a company can attempt to
organically grow by posting content,
interacting with followers, or uploading
media like photos and videos.
TYPES OF MARKETING
STRATEGIES
AFFILIATE MARKETING
Digital Marketing
Search Engine This entails using third-party
Marketing advertising to drive customer
E-mail Marketing interest.
Social Media Marketing Often, an affiliate that will get a
Affiliate Marketing commission from a sale will do
affiliate marketing as the third-
Content Marketing
party is incentivized to drive a
sale for a good that is not their
own original product.
TYPES OF MARKETING
STRATEGIES
CONTENT MARKETING
Digital Marketing
Search Engine This entails creating content,
Marketing whether eBooks, infographics,
E-mail Marketing video seminars, or other
Social Media Marketing downloadable content.
Affiliate Marketing The goal is to create a product
(often free) to share information
Content Marketing
about a product, obtain customer
information, and encourage
customers to continue with the
company beyond the content.
ACTIVITY #1
COMPARE AND
CONTRAST
Using the Venn diagram, enumerate the similarities and differences of
Traditional and digital marketing.
Present your output in front of class.
CRITERIA FOR POINT VALUE
SCORING
CONTENT 30 POINTS
COOPERATION 20 POINTS
TOTAL 50 POINTS
DIFFERENCES OF SIMILARITIES OF DIFFERENCES OF
TRADITIONAL TRADITIONAL AND DIGITAL
MARKETING DIGITAL MARKETING TO
TO DIGITAL MARKETING TRADITIONAL
MARKETING MARKETING
ASSIGNMENT #1 (30 POINTS)
Take a look around your surrounding and
take a picture of all the marketing
strategies that caught your attention or
interest.
Collate all the picture in one file (PDF
FILE OR WORD DOCUMENT). Do not
forget to include the sources of your
output. (Location, url.. etc.)
Submit your output in ION.
ACTIVITY #2 E-PORTFOLIO
Create a compilation of different types
of marketing strategies (traditional and
digital).
Give an example for each type and sub-
type of marketing strategies that you can
find surrounding you.
You can use PPT presentation in creating
your portfolio. (Be creative)
All examples should be taken by you CRITERIA FOR POINT VALUE
(pictures)
SCORING
Do not forget to get and placed in your
portfolio the sources of your digital
marketing example. CONTENT 70 POINTS
On the last slide, write a short reflection.
What marketing strategies that you CREATIVITY 30 POINTS
think is the most effective that
caught your interest? Explain and TOTAL 100 POINTS
support your answer.
REFERENCE
https://www.investopedia.com/terms/m/marketing.asp
https://optinmonster.com/content-marketing-examples/#other
