services

retail
rellm perlod servlce enLerprlses speclflcally
on provldlng saLlsfacLlon and dellghL Lo
cusLomers
MldLerm and llnal sLarLlng and managlng
reLall sLores such as chooslng Lhe besL
locaLlon deslgnlng sLore layouLs managlng
merchandlse and reLall prlclng
at toEXPECT?
rellm SL8vlCL lnLroducLlon Lo Servlces
CusLomer 8ehavlor LxpecLaLlons and
ercepLlon of Servlce Servlce ueslgn
MldLerm lnLroducLlon Lo 8eLalllng 1ypes of
8eLallers SlLe SelecLlon SLore LayouL and
ueslgn lS and Supply Chaln
llnal Merchandlse ManagemenL 8uylng
rlclng and SLore ManagemenL
COURSE OUTLNE
rellm SL8vCuA 8esearch aper
llnal 8eLall/Servlce MarkeLlng lan
?ou wlll be graded on Lhree aspecLs ConcepL
MarkeLlng lan resenLaLlon
NAL OUTPUT
ASSESSMENT
re||m|nary]Introductory
M|dterm]Lnab||ng
Cr|ter|a

I|na|]
Cu|m|nat|ng
Cr|ter|a
Ma[or exam 30 Ma[or exam 30
Culzzes/SL8vCuA 8esearch
aper
40 8eLall/Servlce
MarkeLlng lan
30
Class parLlclpaLlon 20 Culzzes 20
ALLendance 10 Class
arLlclpaLlon
10
ALLendance 10
1oLal 100 1oLal 100
SCHOOLBOOK
4ttendonce ?ou may be absenL only (due Lo
slckness or exLremely unavoldable
clrcumsLances) for a maxlmum of 9 hours
lncluslve of Lardlness ?ou are held responslble
for all lessons and requlremenLs LhaL you
mlssed durlng your absence All absences
afLer LhaL shall mean excesslve absences
whlch merlL a grade of 000
COURSE POLCES
4ssiqnment AsslgnmenLs wlll be due aL Lhe
beglnnlng of class unless oLherwlse lndlcaLed
AsslgnmenLs Lurned ln afLer Lhe due daLe wlll
noL be accepLed 1here ls no provlslon for
make up for any mlssed asslgnmenL
eotwork 1here ls no provlslon for makeup
for any mlssed seaLwork
COURSE POLCES
ominotions Makeup qulzzes are glven for
excused absences only lf you mlssed any qulz
you should see me durlng my consulLaLlon
hours on Lhe day you reporL Lo our class Lo
schedule Lhe makeup qulz ?ou wlll lose Lhe
chance Lo Lake Lhe speclal qulz lf you fall Lo
Lake such as scheduled
COURSE POLCES
,ojor ominotions ?ou may Lake a speclal
examlnaLlon only lf your fallure Lo Lake such ls
due Lo an approved absence slckness or
exLremely unavoldable clrcumsLances ?ou are
responslble for arranglng Lhe schedule wlLh
me Speclal ma[or examlnaLlon ls glven only
wlLhln one week afLer Lhe examlnaLlon
schedule
COURSE POLCES
12
An organlzaLlonal funcLlon and a seL of
processes for creaLlng communlcaLlng
and dellverlng value Lo cusLomers and
for managlng cusLomer relaLlonshlps ln
ways LhaL beneflL Lhe organlzaLlon and lLs
sLakeholders
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HAT is marketing?
123 Memory Lane SLaLe CounLry
1231231234 / emall[domalncom
18
Consumer products - Products bougt by ultimate
consumers for personal use.
Business products - Goods and services purcased for
use eiter directly or indirectly in te production of oter
goods and services for resale.
A product can be eiter, depending on its use.
Example: Tires and Cookware
123 Memory Lane SLaLe CounLry
1231231234 / emall[domalncom
TYPES OMARKET
%C)
kCDC1 kLLA1L
123 Memory Lane SLaLe CounLry
1231231234 / emall[domalncom
segmentation
CIass A respondent
Person:
Known as te "LAS families: Lopez, Ayala, and Sy families
ealty mainly because of inerited money and assets and not
usually of teir own labor.
Has an ancestral ome and te "oters. Te ancestral ome
maintains its original colonial European arcitecture and interiors.
Montly ouseold income is over P100,001
Houseold ead occupation - eiter a professional, big
businessman, big farm - owner or a top executive
Housewife must be well-educated
Houseold:
Made of eavy, ig quality materials
Very well-constructed
ell-painted
Must ave a lawn or garden
Expensive surroundings/exclusive subdivisions/villages
Expensive/luxurious furnisings
Must ave two (2) ouseold elps
8eferences
8oberLo L (2002) 5ttoteqlc Motket 5eqmeototloo MakaLl ClLy LlfeCycle ress
Socio-economic
CIass B respondent
Person
Houseold ead occupation - professional, medium scale businessman, medium size
farm-owner, senior executive
Montly ouseold income is P70,001-P100,000
Housewife must be well-educated
Two types:
Gross nouveau ric (GNR) Rags-to-rices moneyed people. Became ric
because of ard work and lot/a bit of good luck.
en tey become ric, tey realize tey do not know ow to live and
beave as wealty persons.
Hesitations make tem often ask, "Am wearing te rigt clotes? "Am
found in te rigt places?
Disparagingly referred to as te "nouveau rice
Have an indulgence to "keep-up-wit-te-ric psycology
Smart nouveau ric (SNR) Stands in-between te born establised ric
and te GNR but not as ostentatious as te latter.
Unlike te GNRs wo are indulgent to over-indulgent, SNR are te
opposite. or some products, will even deny imself/erself te joy of
consumption.
Between wat is practicality and fasionable, SNRs would coose te
former.
Houseold
Made of eavy, ig quality materials
ell-constructed
ell-painted
Must ave a lawn or garden
Expensive neigbouroods
Expensive furnisings
Must ave at least two (2) ouseold elps
8eferences
8oberLo L (2002) 5ttoteqlc Motket 5eqmeototloo MakaLl ClLy LlfeCycle ress
C|ass C respondent
erson
ousehold head occupaLlon professlonal small scale buslnessman small farmowner [unlor execuLlve senlor
whlLe collar worker skllled worker
1wo Lypes
C1 upwardly moblle sLruggles Loward prosperlLy
MosL pressured among Lhe SLCs feel Lhe raL race" of Lhe buslness and professlonal world Lhe
mosL
SeL Lhemselves up for a dally llfe of sLress and pressure and belleve LhaL Lhls ls Lhe only way Lo be
successful
8ellevlng Lhe advanLages of pressure apply Lhe same Lo Lhelr chlldren as Lhls wlll help Lhem Lo
succeed
1o Lhem educaLlon ls Lhe mosL baslc and suresL means for Lhelr chlldren Lo succeed ln llfe and
move up ln Lhe SLC ladder
C2 uownwardly moblle baLLles agalnsL poverLy
as Lhe largesL percenLage of worklng couples
ConservaLlve people
SLrong rellglous devoLlon bellevers of maglc blngo game paLrons
lalLh ln maglc leads Lo bellef ln producLs wlLh maglcal" beneflLs llke wrlnkle removers anLl
aglng formula amuleLs eLc
ouseho|d lncome ls elLher 3000170000 (C1) or 3000130000 (C2)
Made of mlxed heavy hlgh quallLy maLerlals
WellconsLrucLed
alnLed
May or may noL have a garden or lawn
AdequaLe furnlshlngs buL noL necessarlly expenslve
LocaLed ln a pleasanL nelghbourhood
ousewlfe falrly educaLed one or Lwo household helps
8eferences
8oberLo L (2002) 5ttoteqlc Motket 5eqmeototloo
MakaLl ClLy LlfeCycle ress
CIass D respondent
Person
Called te "poor or "masa segement
Houseold ead occupation - farmer tenant, semi-skilled worker,
foreman
ousehoId
Made of very ligt, ceap materials
Poorly constructed
Generally unpainted
No garden or yard
Scanty furniture
Located in sabby surroundings
Houseold montly income - P3,000-P 5,000
Housewife at least elementary educated, may ave a ouseold elp
but not more tan one
8eferences
8oberLo L (2002) 5ttoteqlc Motket 5eqmeototloo MakaLl ClLy LlfeCycle ress
CIass E respondent
Person
Called te "very poor or "bakya segment
Houseold ead occupation - farm and, unskilled worker, vendor or
unemployed
ousehoId
One-room affair in a poorly constructed ouse or "barong-barong type
Dilapidated
it ardly any furniture
Located in slum districts or inferiors
No yard or garden
May rent or own ouse on squatted land, if rent, montly rental is P300 and
below
Houseold montly income is below P3,000
Housewife as little education, no ouseold elp
8eferences
8oberLo L (2002) 5ttoteqlc Motket 5eqmeototloo MakaLl ClLy LlfeCycle ress
TM= U D
C (N) M
Minds of consumers
Distinguis factor
Product
positioning
8undle of physlcal servlce and symbollc
aLLrlbuLes deslgned Lo saLlsfy a cusLomer's
wanLs and needs
Buy not objects but satisfaction
P1
123 Memory Lane SLaLe CounLry
1231231234 / emall[domalncom
TYPes =
UCSS
PRODUCT MIX
AssorLmenL of producL llnes and lndlvldual producL offerlngs LhaL Lhe
company sells
8lghL blend of producL llnes and producLs allows a flrm Lo maxlmlze sales
opporLunlLles wlLhln Lhe llmlLaLlons of lLs resources
roducL Mlx WldLh roducL Mlx WldLh
refers Lo Lhe
number of producL
llnes a flrm offers
roducL Mlx LengLh roducL Mlx LengLh
refers Lo Lhe number
of dlfferenL producLs
a flrm sells
roducL Mlx uepLh roducL Mlx uepLh
consLanLly Lo refers
Lo varlaLlons ln each
producL LhaL Lhe flrm
markeLs ln lLs mlx
34
Name, term, sign, symbol, design, or
some
combination tat identifies te products
of one firm wile differentiating tem
from te competition
branding
means of making goods and services
available to ultimate users
P2
38
rom promotions to MC = Coordination
of all promotional activities to produce
a unified, customer- focused
promotional message.
P3
MC = PS+ NP
NP = A,PP,DM,PRP,
GM
DM = C, TM,
P4
Pricing Objectives
rlclng
Coals
Sales
CompeLlLlo
n
resLlge
roflL
1 eneLraLlon rlclng
2 CompeLlLlve rlclng
3 Sklmmlng
4 rlclng for SLablllLy
3 8eLurn on Sales
lnvesLmenL rlclng
1 eneLraLlon prlclng 1 eneLraLlon prlclng
3 Sklmmlng 3 Sklmmlng
2 CompeLlLlve prlclng 2 CompeLlLlve prlclng
4 rlclng sLablllLy 4 rlclng sLablllLy
3 8eLurn on Sales/lnvesLmenL rlclng 3 8eLurn on Sales/lnvesLmenL rlclng
3el |oW pr|ce lo allracl
as rary as cuslorers
as poss|o|e
3el r|gr pr|ce |r lre |rlro
slage. l|gr pr|ce perce|ved
r|gr qua||ly lor ear|y adoplers.
Trac| lre pr|ce, cosl, ard re|al|ve qua||ly
ol eacr corpel|lor's oller.
Pr|ce doesr'l crarge
rucr over l|re.
Pr|ce ol a producl oased or lre largel relurr or lre
arourl |rvesled |r a producl:
Some Specific Price Tactics
roduct ||ne pr|c|ng seL prlce
range for each producL llnes
randProduct PrIce
SAN PEhD
AIfredo
SpIraI
VegetabIe
SpIraI
SpInach
FettuccInI
SpaghettI
P50.50
P64.50
P64.50
P64.50
P64.50
P3.50
r|ce bund||ng 2 or more producL for a
slngle prlce
Comp|ementary pr|c|ng glvlng off
complemenLary vouchers rebaLes
dlscounLs coupons eLc
4 Lveryday |ow pr|c|ng conLlnuous low
prlces
Warehouse sales
llke unlwlde
SaveMore eLc
Warehouse sales
llke unlwlde
SaveMore eLc
Va|ue r|c|ng prlce ls aL besL value for
your money
8 |dden r|ce Increases ways of lncreaslng
prlce by cuLLlng Lhe quanLlLy decreaslng
quallLy or addlng surcharges
Lx Wensha Spa LhaL
offers ShabuShabu
buffeL lncluslve of Lhe
massage fee
Lx Wensha Spa LhaL
offers ShabuShabu
buffeL lncluslve of Lhe
massage fee
Lx Chlps and [unk food
LhaL decrease ln slze buL
same prlce
Lx Chlps and [unk food
LhaL decrease ln slze buL
same prlce
econd Market r|c|ng also called
uuMlnC useful prlclng sLraLegy when
excess producLlon exlsL
er|od|c r|c|ng seasonal prlclng
Lx uS and uk base SlgnaLure brands
LhaL are no longer ln demand and
already ouL of season are dumped
and LransporLed ln forelgn markeLs
parLlcularly 3
rd
world counLrles
Lx uS and uk base SlgnaLure brands
LhaL are no longer ln demand and
already ouL of season are dumped
and LransporLed ln forelgn markeLs
parLlcularly 3
rd
world counLrles
|rect r|ce |scr|m|nat|on SeLLlng a
dlfferenL prlce for Lhe same producL ln
dlfferenL segmenLs Lo Lhe markeL
UniversoI 8|udios HoIIywood - 1icke| rices
|fferent|a| r|c|ng dlfferenL prlces based
on Lhe Lype of cusLomer quanLlLy dellvery
Llme paymenL Lerms
rlclng of gasollne
raLes for consumer
and 828 markeL
rlclng of gasollne
raLes for consumer
and 828 markeL
Oter pricing strategies:
IC8 pr|c|ng lree on board planL or lC8 orlglnprlces lnclude no shlpplng
charges
8 Dn|forme||vered r|c|ng llrm quoLes Lhe same prlce lncludlng
LransporLaLlon expenses
2one r|c|ng Modlfled unlformdellvered prlclng sysLem LhaL dlvldes Lhe overall
markeL lnLo dlfferenL zones and esLabllshes a slngle prlce wlLhln each zone
8as|ngo|nt r|c|ng rlce of a producL lncludes Lhe llsL prlce aL Lhe facLory plus
frelghL charges from Lhe baslngpolnL clLy nearesL Lhe buyer