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Introduction:
Marketing Management is the organizational discipline techniques and
methods inside enterprises and organization and on the management of a firm’s
marketing resources and activities. The process used to determine what products or
services may be of interest to customers and the strategy to use in sales,
communications and business development. It facilitates the activities and functions
which are involved in the distribution of goods and services. This management is
concerned with the chalking out of a definite program, after careful analysis and
forecasting of the market situations and the ultimate execution of these plans to
achieve the objectives of the organization. The most important function in a
commercial and business enterprise. It has gained importance to meet increasing
competition in the need to improve methods of distribution to reduce cost and to
increase profit.
Other factors showing importance of the marketing management are:
introductions of new products in the market, increasing the production of existing
products, and reducing cost of sales and distribution. It has wide coverage involving
all factors required to satisfy customers. This business discipline involve marketing
planning and strategy, orientations and processes needed in attaining company goals
by providing value to clients. It also allows business to persuade more customers.
Marketing management could be a challenging task where marketing
organization have to face challenges, to create concise messages that captures the
essence of product and differentiate it from other competitors. This must be general
and part of every employee’s scope of work, from the subordinates to those in
higher management. The heart of your business success lies in its marketing. Most
aspects of your business depend on successful marketing. Marketing is a process by
which a product or service is introduced and promoted to potential customers.
According to SM City Bacolod 2011 Annual Report, operating in a
competitive environment where market preferences often change and customer
demand for value-for money products constantly increases, SM Retail sustained its
growth and expansion in 2011. Through the timely and effective implementation of
marketing initiatives such as sale events, and offering more novel products and services,
SM Retail apply addressed and met the expectations of clients. Consequently, in spite of
the slow economy, SM Retail grew its revenues by 9% to Php148.2 billion. Net income
increased by 3% to Php5.8 billion, resulting in a net margin of 3.9%.
Problem:
This study aims to determine if the marketing management in SM City
Bacolod is effective to improve all employees marketing competencies. Specifically it
aims to answer the following: (1) how does the SM City Bacolod marketing
competencies improves if their facilities are not upgraded? (2) How can their
employees attract the best marketing talent? (3) What are the impacts of employees’
communication skills in terms of dealing customers?
Hypothesis:
If SM City Bacolod upgrade their facilities and develop employees’ skills,
then they can improve their marketing competencies.
Execution –it means carrying out or putting into effect of a plan, order, or course of
action. Operationally, it means performing or applying plans.
Profit – it means a financial gain, especially the difference between the amount
earned and the amount spent in buying, operating, or producing something.
Operationally, it means financial benefits.
Tenants – it means a person who occupies land or property rented from a landlord.
Lack – it means the state of being without or not having enough of something.
CHAPTER 3: METHODOLOGY
Quantitative Research:
- This study used descriptive method of research in order to determine the
marketing competencies of SM City Bacolod. This method is used to gather information
in order to test hypothesis or to answer questions concerning the current status of the
subject of the study.
The survey method was used because information will be collected through the
use of questionnaires in which the answers to these questions incorporate the data and
information collected from every member of the population.
The respondents of these survey were the marketing employees of SM City
Bacolod.
-We used surveying as our data gathering procedure in which we distributed
questionnaire for the employees to answer.
Questionnaire
1. How the SM City Bacolod marketing competencies does improves if their facilities are
not upgraded?
5. How SM City Bacolod employees’ know their target customer and its wants and
needs?
Chapter 4: Results and Findings
A funny little thing happens on the road to success. Often the prosperity
of the business can outpace the ability of the business to maintain that success.
Capabilities are considered core if they differentiate a company strategically. As for
SM City Bacolod, they’re focusing in their marketing competencies to gained
customers that will lead them in gaining more profits. They give importance for their
target customers to keep their business stabilized and dominant.
Today, in this fast dynamic world the demand for goods and services are
increasing at an alarming rate due to which there is greater competency and
competitors ruling in the market. Therefore, most of the companies adopt different
types of marketing strategies in order to serve their customers in a more better and
efficient manner than their competitors so that, their business can easily survive in
the market.
Chapter 6: Recommendation
Chapter 7: Appendix
Chapter 8: Curriculum Vitae
Objective
Personal Information
Employment History
Education
Research:
Interests:
Objective
To become a better version of myself that will be the tool for my aim.
Personal Information
Employment History
Education
Junior High School: Ramon Torres National High School (MAIN) S.Y 2012-2015
Research:
Interests:
Employment History
Employment History
Employment History
Employment History
Employment History
Submitted to:
Mrs. Krishtine Bolivar