MARKETING

direct profit responsibility and cannot be expected to consider public interest

PUBLIC RELATIONS
no direct profit responsibility and promise the best opportunity for long-term growth and prosperity preventive, remedial (crisis), and promotional

a marketing organization is to justify a selling situation

MARKETING & PUBLIC RELATIONS

common goal: the publics and consumers recognition and patronage of a companys products and services common denominator: communication

imbalance = expect loss in maximum operations efficiency

INTEGRATED MARKETING COMMUNICATIONS

the process of managing all sources of information about a product/service to which a customer or prospect is exposed which behaviorally moves the consumer toward a sale and maintains customer loyalty (Don Schultz) a way of conceptualizing the whole process instead of focusing on such parts as advertising, public relations, sales promotion, direct marketing and so forth (Practitioners) a concept that recognizes the added value of a comprehensive plan that evaluates the strategic roles of a variety of communication disciplines and combines these disciplines to provide clarity, consistency, and maximum communication impact ( AAAA)

THE VIEW OF THE SOCIETY

social responsibility, social conscience, corporate soul = survival or institutionalization of companies

Social Marketing an organization should

assess and satisfy needs of consumers while also providing for societys welfare

Research: The Prime Mover

It is hard to accept results gathered from surveys and other types of research NEVERTHLESS, The need for hard facts, their bases and sources can never be underestimated.

No Room for Guesswork

-Beginning and end is research -Real conduits in marketing and public relations work - NO ROOM FOR GUESSWORK

-PR practitioners fail to fully understand/comprehend the importance of research unlike marketers -investigating the three aspects of overall public relations procedure: CLIENT, PROBLEM, AUDIENCES

-in marketing public relations, research serves as the PRIME MOVER achieve credibility with management and help management get in touch -synonymous to strategy formulation and preventive tool to directly influence public opinion

Research As Links
-links the consumer, customer, and public to the
marketer through information -also useful in product evaluation, promotion, distribution, pricing alternatives, and to find and evaluate new market opportunities

To Do or Not To Do Research

Kinds of Research

Public Relations Practitioners

Marketers

NOT MUCH DIFFERENCE!

Research
explains, predicts, or control phenomena can never be disregarded in any marketing public relations plan

Marketing Public Relations Plan

Knowledge and Facts

1. Research Objectives 2. Sampling Selection

Marketing Process
Organizational mission is first defined Considers past researches Starts: available researches Ends: research to complete marketing plan

SWOT Plan
A MUST for market opportunity analysis Factors of production, distribution, promotion and price could be analyzed

Public Relations Process

Assessment of environment internal & external factors Four-wheel-spoke representation (RACE): Research, Action, Communication, Evaluation Simplified to (ROPE): Research, Objectives, Program, Evaluation

R.A.C.E.
R (Research) Whats happening now? A (Action) What should we do, say and why? C (Communication) How and when do we do and say it? E (Evaluation) How did we do?

Public Relations: What it actually means

Marketing Mix

Public relations and advertising are totally two different things."

Concept-innovationmodification Product life cycle Market segmentation Marketing/advertising research

Jollibee and Marketing Public Relations

Jollibee - more than 25 years of existence It has won the hearts of children by giving families a happy time during their stay in every outlet

So what did Jollibee do?

Jollibee has created various of programs specifically targeting the "Batang Pinoy or Jollibee Kid" "Ang Batang Pinoy ay Jollibee Kid"

How?
8 M's "Matapat", Matulungin, Matipid, Masaya, Masipag, Mapaglingkod, Matatag na Kalooban, Magalang.

"Ang Batang Pinoy ay Jollibee Kid"

This is an example of a Marketing Public Relations which also positively turned out as an advocacy.

Commercial Public Relations

Publicizing of products and services

The Rise of Integrated Marketing Communication

Deeper insights + Greater hope to marketers to engage in comparatively more productive campaigns

Views on: Marketing + Public Relations

Separate but equal functions. Equal but overlapping functions. Marketing as the dominant function. Public relations as the dominant function. Marketing and Public Relations as the same Function

Conclusion:
No one model will be appropriate for all enterprises. Advertising does not build brands, publicity does, and while ads can create enormous talk value for a company, its public relations that builds and influences peoples decisions to buy. -Ries, 2002

Convergence in Marketing Every human undertaking is presumed to have been managed based on: Criteria of desired actions In agreement with societal approval

Drucker on Management Undisputed Father of Management Key ideas: Decentralization and Simplification Employees are assets and not liabilities Opts = Excellence

Implementation of plans and programs of Marketing and Public Relations: Main motivator Organizational hierarchy Sparkplug of all work managements Full knowledge, utilization and application of theories Alterations, modifications or changes for refinements in strategy system Manpower, money and machinery

Power of Management Without the use of management: 1.Marketing and/or Public Relations cannot succeed 2.There is nothing to plan and program

Power of Management With the use of management: 1.It prompts marketers to lay-out the plans to bring their firms products and services to the identified target segmented markets 2.Public Relations men similarly rely such procedure to project their companies reputation and integrity to their target people

Public Relations Ingredients Ricardo R. RR Dela Cruz Father of Informal Education in Public Relations in the Philippines Good performance + Good reporting = Successful Public Relations

Ingredients: 1.Sound policies 2.Comprehensive program of action 3.Adequate organization Sufficient and qualified personnel 1.Complete facilities 2.Reliable methods and procedures manpower

Manpower = important to the scope of Management Marketers success = depends on the sales of products and services. No sales, no revenues, no profits = nothing to sustain business and push management to productivity Satisfaction of needs and wants = degree for greater market drives

Marketers: Meet the consumer needs and wants Persist to realize their organizations objectives Work hard to succeed in tapping the market to gain much needed income

Ayala Corporation = one of the most admired and excellently managed companies in the Philippines Management is the attainment of organizational goals in an effective and efficient manner through planning, organizing, leading and controlling organizational resources.

Management is UNIVERSAL Uses organizational resources to accomplish goals and attain high performance in all types of profit and non-for-profit organizations.

MANAGEMENT FUNCTIONS:
Planning Organizing Leading Controlling

Management is essentially a human social craft and requires the ability to interpret the thoughts and wants of others- be they employees, customers, competitor or whatever and the facility to shape meanings, values and human commitments.- Watson

MAN - with experience AGE - interacting with people MEN - to attain an objective T - target

EFFICIENCY + EFFECTIVENESS = PRODUCTIVE PERFORMANCE

MARKETERS and PUBLIC RELATION They try to simplify the intricate and complicated way of completing such plans and programs.

MARKETERS = Marketing MixP-roduct P-rice P-lace P-romotion

PUBLIC RELATION PRACTITIONERS = MBO- Management By Objectives Four Wheel Public Relations Process R- for research A- action C- communication E- evaluation

Management is the one who makes the plans Marketers conceptualize and draft their plans

MARKETING PROCESS: Organization Mission

Market Opportunity Analysis Implementation Evaluation

MANAGEMENTS SCIFICATIONS:3 Cs (company, competitors, customers) 4Ps Cost-benefit Boston Consulting Group Growth-Share Matrix

PUBLIC RELATION STRATEGIES:Life Cycles McKinsey 7Ss Management By Objectives (MBO) - MOST USEFUL

MARKETING PROCESS: Organization Mission

Market Opportunity Analysis Implementation Evaluation

I. Integration of Two Disciplines Marketing Public Relations

Indifference lead to separations Approaches seem different Strategies still tend to overlap

II. Creative Destruction

Removal of non-performing assets Integration was possible Results in further cost reduction Paved the way for a new specialization.

III. Common Goals and Objectives

Long lasting customer relations Loyalty to companies Strengthen reputations

IV. Trustworthiness and Respectabilities

A. Companys reputation 1. Psychic asset 2. Longer lasting customer relations and loyalty. B. Public Relations 1.Basics and Fundamentals of marketing 2.Reach target publics C. Marketing Public Relations 1. Trial and error scheme 2. Need to simplify the formula to efficiently and effectively reach and deliver the desired stimulus on the target consumers.

V. Strange Bedfellows
A. Marketing
Multinational companies fail to recognize and give credit to the contribution made by public relations. Profit-oriented firms never admitted to have used public relations in any way. Public relations: relegated to the background Corporate responsibilities: Placed in limbo

Built the pillars for the firms dominance in the market.

V. Strange Bedfellows
Resilience is the factor of adaptability initiated Called for maximized participation and direct involvement in the company Greater importance is given to integrity Goal is to earn respect Enlightened public will always put

VI. Warfare and Marketing

Warfare can be compared to marketing due to similarities in their approach and tactics

Marketers
Preoccupation in sale and merchandising

Offensive wartime

Public Relations
Defensive in regards to companys reputation

Defensive warfare

VII. Code of Standards

Practitioners end up violating their code of professions Never condone mediocrity. To boost freedom of speech and media.

Marketers Certified Professional Marketer (CPM) title Public Relations Accredited in Public Relations (APR) Mastered their profession from A-Z Public relations was intensively and extensively explored & used. Commercial Public Relation was successfully put to a test.

Potentials of Integration
-promotional nature of public relations was highlighted/re-echoed. -marketers misgivings made them turn around to make consumers patronize their firms products consistently -birth of Corporate Social Responsibility

Marketing

PRODUCTS(Quality)

SERVICES(Quality)

Triangle Concept of Marketing Public Relations

Avenues to Professionalism

Kolter & Jefkins, godfather of marketing public relation

better understand the marketing objectives and programmes of the company and carry out its PR activity to contribute to the achievement of marketing plan

Marketing public relation

* Strong share of voice to win mind and heart * Effective messages & respect : -News thant advertisement -Sponsor cultural events -Contribute to causes -Show care and assist communities

Challenge to professionals
largest and fastest growing sector Image more and more important: profitable business 2 aims: -Generate sales -Gain publics respect

Forecast and trends

Provide direction Set plan and operations Use of technology, cyberspace and ecommerce Improve peoples live

Breakthought in Marketing
Basics are no longer enough Be relevant with actual and future environment Proactivity and innovation

8 breakthoughts
* Electronic marketing * Intuitive marketing * Strategic marketing * Global marketing * Green marketing * Paperless marketing * Robotics * Customer intimacy

Role of management
* Strategy (management in policy) * Feedback & control * Keep Good Marketing