This is our report in our Marketing class at TUP-M. I hope this could also help with you.

1. • The Philippine Market Environment
• Managing Information and Market
Research
(GROUP 2)
Amagan, Charnel
Asedillo, Sharlyn Joy
Belmonte, Sophia Alliana
Bersabe, John Phillip
Bodestyne, Jenica Joy
Burro, Joanna Mae

3. Market
Place
Economics
Marketing

4. As a PLACE…..
A public place where goods
and services are offered for
sale.
A public gathering held for
buying and selling
merchandise.
A store or shop that sells a
particular type of
merchandise.

5. In ECONOMICS…..
 A market is one of the many varieties of
systems, institutions, procedures, social relations
and infrastructures whereby parties engage in
exchange.

6. In MARKETING.....
In marketing, the term
market refers to the group of
consumers or organizations
that is interested in the
product, has the resources to
purchase the product, and is
permitted by law and other
regulations to acquire the
product.

9. FUNCTIONS
OF
MARKETING
Research
Buying
Product
Development
and
Management
Production
Promotion
Standardization
and GradingPricing
Distribution
Risk-
bearing
Financing
After-
sales
Service

10. RESEARCH FUNCTION
Enables you to generate adequate information regarding
your particular market of target.
BUYING FUNCTION
The function of buying is performed in order to acquire
quality materials for production.

11. PRODUCTION FUNCTION
Performs by the production department and is
interrelated to the marketing department.
PRODUCT DEVELOPMENT &
MANAGEMENT
It is an essential function of marketing since it was the
duties of the marketing department to identify what the market
need or want and then design effective product based on the
identified need and want of the market.

12. PROMOTION FUNCTION
One of the core functions of marketing, since your
finish product must not remain in the place of production,
hence, you as a marketer must design effective communication
strategies to informing the availability of your product to your
target market.
STANDARDIZATION & GRADING
The function of standardization is to established
specified characteristics that your product must conform to.
Grading comes in when you sort or classify your
product into different sizes or quantities.

13. PRICING FUNCTION
Designing effective pricing system based on your
product stage and performance in the product life cycle.
DISTRIBUTION FUNCTION
Ensure that your product is easily and effectively
moved from the point of production to the target market.
RISK BEARING FUNCTION
Provide effective packaging system to support your
product, good warehouse for the storage of your product until
they are needed, effective transportation system to speedily
deliver your product on time.

14. FINANCING FUNCTION
Deals with the part of marketing to providing incomes
for your business.
AFTER SALES SERVICE
Make provision in order to assist your customers after
they have purchased your product.

16. Major external and uncontrollable factors that influence an
organization’s decision making, and affects its performance
and strategies.
Totality of national and international institutional forces
acting upon societies and organizations; dynamic of
environmental interaction on a global scale.
Universe of sociological elements that affect a company’s
ability to serve its customers or sell its goods and services.

19. Factors or elements in an organization’s immediate area
of operations that affect its performance and decision-
making freedom.
Nearby factors that affect a company’s ability to serve
its customers, such as the company itself, suppliers,
marketing intermediaries, customer markets and the
public.
Factors close to a business that has a direct impact on
its business operations and success.

20. MICRO
ENVIRONMENT
Employee
s
Supplier
s
Media
Partners
or
Investors
Competitor
s
Customer
s

21. EMPLOYEES
Employees exert an influence on your small business’
quality, operations and profitability through their activities.
SUPPLIERS
Your suppliers provide products or services you need to
add value to your own products or services.
MEDIA
Media can mean printed, televised or online media.

22. PARTNERS OR INVESTORS
One way you can improve your financial position is
through selling a partial interest of your company to outsiders.
Both shareholders and equity partners are stakeholders in your
business.
COMPETITORS
Your competitors affect your business’ profit by trying
to take business away from you, just as you try to take away
their business.

23. CUSTOMERS
The least controllable of the microenvironments
affecting your business is the one where customers live.

27. MkIS in short, are designed specifically for managing
the marketing aspects of the business.
Intended to bring together disparate items of data into a
coherent body of information.
A system in which marketing data is formally
gathered, stored, analyzed and distributed to managers
in accordance with their informational needs on a
regular basis. (Jobber, 2007)

28. People, equipment and procedures to gather, sort,
analyze, evaluate and distribute needed, timely and
accurate information to marketing decision makers.
(Kotler, et al. 2006)

29. FEATURES OF MARKETING
INFORMATION SYSTEM (MkIS)
1. Continuous system
2. Basic objective
3. Computer-based system
4. Future-oriented
5. Used by all levels
6. Collects marketing information
7. Helps in decision making

31. The marketing information system primarily serves the
company’s marketing and other managers. However, it may
provide information to external partners, such as suppliers,
resellers or marketing service agents.
A good marketing information system balances the
information users would like to have against what they really
need and what is feasible to offer.
The cost of obtaining, processing, storing and delivering
information can mount quickly.

33. Marketers can obtain the needed information from:
Internal data
Marketing intelligence
Marketing research

34. INTERNAL DATA
Many companies build extensive internal databases,
electronic collections of information obtained from data
sources within the company.
MARKETING INTELLIGENCE
A systematic collection and analysis of publicly
available information about competitors and developments in
the marketing environment.

35. MARKETING RESEARCH
The systematic design, collection, analysis and reporting
of data relevant to a specific marketing situation facing an
organization.

37. Is the everyday information relevant to a company’s
markets, gathered and analyzed specifically for the purpose
of accurate and confident decision-making in determining
market opportunity, market penetration strategy and market
development metrics.
It determines the intelligence needed, collects it by
searching environment and delivers it to marketing
managers who need it.
It can be the name of the department that performs both the
market intelligence and competitor analysis roles.

38. TRAIN AND MOTIVATE SALES FORCE
A company’s sales force can be an excellent source of
information about the current trends in the market.

39. MOTIVATE DISTRIBUTORS, RETAILERS
AND OTHER INTERMEDIARIES TO PASS
ALONG IMPORTANT INTELLIGENCE
Specialists are hired by companies to gather marketing
intelligence.
NETWORK EXTERNALLY
Every firm must keep a tab on its competitors.

40. SET UPA CUSTOMER ADVISORY PANEL
Companies can set up panels consisting of customers.
OPTIMAL USAGE OF GOVERNMENT
DATA RESOURCES
Governments of almost all countries publish reports
regarding the population trends, demographic characteristics,
agricultural production and a lot of other such data.

41. INFORMATION BOUGHT FROM
EXTERNAL SUPPLIERS
Certain agencies sell data that can be useful to other
companies.
COLLECT COMPETITIVE
INTELLIGENCE THROUGH ONLINE
CUSTOMER FEEDBACK
Customer’s view about a product is most essential for
any company.

43. The process or set of processes that links the
consumers, customers and end users to the marketer through
information---- information used to identify and define
marketing opportunities and problems.

44. 1. Define the problem.
2. Determine research design.
3. Identify data types and sources.
4. Design data collection forms and questionnaires.
5. Determine sample plan and size.
6. Collect the data.
7. Analyze and interpret the data.
8. Prepare the research report.

45. PROBLEM DEFINITION
The decision problem faced by management must
be translated into a market research problem in the form
of questions that define the information that is required to
make the decision and how this information can be
obtained.
RESEARCH DESIGN
Marketing research can be classified in one of three
categories:
• Exploratory research
• Descriptive research
• Casual research

46. DATA TYPES & SORUCES
• SECONDARY DATA
Secondary data may be internal to the firm such as
published data or commercially available data.
• PRIMARY DATA
Primary data can be obtained by communication or
observation.
QUESTIONNAIRE DESIGN
The questionnaire is an important tool for gathering
primary data.

47. SAMPLING PLAN
The sampling frame is the pool from which the
interviewees are chosen.
DATA COLLECTION
In addition to the intrinsic sampling error, the actual
data collection process will introduce additional errors.
DATAANALYSIS
Before analysis can be performed, raw data must be
transformed into the right format.

48. MARKETING RESEARCH REPORT
The format of the marketing research report varies
with the need of the organization. The report often
contains the following sections:
 Authorization letter for the research
 Table of contents
 List of illustrations
 Executive summary
 Research objectives
 Methodology
 Results
 Limitations
 Conclusions and recommendations
 Appendices containing copies of questionnaires, etc.

49. CONCLUDING THOUGHTS
Marketing research by itself does not arrive at
marketing decisions, nor does it guarantee the
organization will be successful in marketing its products.