Marketing Management (MM101) PDF - Laguna State Polytechnic University

Republic of the Philippines Laguna State Polytechnic University Provinceof Laguna LSPU Self-Paced Learning Module (SLM) Course Marketing M...

Republic of the Philippines Laguna State Polytechnic University Provinceof Laguna LSPU Self-Paced Learning Module (SLM) Course Marketing Management (MM101) Sem/AY 1st Semester 2024-2025 Module No. 1 Lesson Title Introduction to Marketing Management Segmentation Targeting Positioning Elements of Marketing Strategy, Planning & Competition Week 2-5 Duration Date Description Discuss the process used to determine what products or services may be of of the interest to customers and the strategy to use for the marketing mix. It also Lesson explores the process of understanding, creating, and delivering value to targeted business markets and customers Learning Outcomes Intended Students should be able to meet the following intended learning outcomes: Learning Explain the importance of Marketing and Marketing Management Outcomes Discuss Marketing Segmentation Explain Targeting and Analyse Positioning Targets/ At the end of the lesson, students should be able to: Objectives Identify Marketing and Marketing Management Identify the process of segmentation Identify the target market and physical elements in positioning the product in the market Student Learning Strategies Online Activities (Synchronous/ A. Online Discussion via Google Meet Asynchronous) You will be directed to attend a -Hour class discussion on the nature and types of educational technologies. To have access to the Online Discussion, refer to this link: ____________________. LSPU SELF-PACED LEARNING MODULE: Marketing Management (MM101)  Republic of the Philippines Laguna State Polytechnic University Provinceof Laguna The online discussion will happen on _________________, 2021, from ____________________. (For further instructions, refer to your Google Classroom and see the schedule of activities for this module) Lecture Guide: Marketing Meeting needs of the profitability of an organization and set of processes for creating, communicating & delivering value to customers for managing customer relationships in different ways that benefit the organization &its stakeholder. Offline Activities (e-Learning/Self-P aced) Marketing Management The art and Science of choosing target markets and getting, keeping, and growing customers through creating, delivering, and communicating superior customer value. Modern Marketing Every Employee is a Marketer Internal and External Communication Experience Concept Green Marketing Factors influencing Marketing Concepts LSPU SELF-PACED LEARNING MODULE: Marketing Management (MM101)  Republic of the Philippines Laguna State Polytechnic University Provinceof Laguna Growth of Population Changing the Concept of family More Disposable Income More Discretionary Income Technology Advancement Media Credit Facility Scope of Marketing Marketers are involved with marketing ten (10) types of entities Services Events Experiences Persons Places Properties Organizations Information Ideas Physical Goods Difference between Marketing and Selling Marketing Selling Focuses on Customer Needs Focuses on Sellers Needs Begins before Production Begins before production Continues after Sales Comes to an end after the sale of production Philosophy of Business Routine Process Profits through customer satisfaction Profits through sales volume Long Term Perspective Short term perspective Customer First Product First Marketing Management Task Developing Marketing Strategies and Plan Capturing Marketing Insights Connecting with Customers Building Strong Brands Shaping the Market offerings Delivering Value Communicating Value Creating Long-Term Growth 5 C’s STEP 4 P’s LSPU SELF-PACED LEARNING MODULE: Marketing Management (MM101)  Republic of the Philippines Laguna State Polytechnic University Provinceof Laguna Customer Segmentation Product Company Targeting Price Context Positioning Place Collaborators Promotion Competitor’s Marketing Environment Factors that affect the Marketing Environment: Social Force ❖ Sociological Factors ❖ Psychological Factors ❖ Anthropological Factors Economic Forces ❖ Consumer ❖ Competition ❖ Price Political Forces Ethical Forces Physical Forces Technological Forces Market Segmentation ❖ Markets consists of buyers & buyers differ in one or more respects. ❖ Wants ❖ Purchasing Power ❖ Geographical location ❖ Buying attitudes Marketing Framework Market Segment ❖ Facilitates proper choice of the target market ❖ Facilitates tapping of the target market Adapting the offer to the target market. ❖ Makes the marketing effort more efficient & economic ❖ Helps identify less satisfied segments & concentrate on them ❖ Benefits the customers as well. Basis for Segmentation ❖ Demographics ❖ Psychological LSPU SELF-PACED LEARNING MODULE: Marketing Management (MM101)  Republic of the Philippines Laguna State Polytechnic University Provinceof Laguna ❖ Behaviour ❖ B2B ❖ Demographics A variety of information about customers has been used as the basis of a marketing segmentation ❖ Psychological It would be ideal to get inside the heads and hearts of your customers Tool of Psychological Segment Vals ( Values, Attitude, Life Style) Strivers Achievers Early adopters Vals framework - Values attitude lifestyle - Vals model As mentioned in the history of VALS, The VALS framework was developed keeping the consumer’s resources as well as his capacity to accept innovation in mind. The primary motivation and the resources such as income, education, confidence, etc. Thus these two factors were determined to be critical to defining the values attitude and lifestyles of any consumer. Resources - Included resources available to an individual such as income, education, intelligence, emotional support, etc. Primary motivation - This determines what drives the individual. Is it knowledge, the desire to achieve something, or is it to be social? LSPU SELF-PACED LEARNING MODULE: Marketing Management (MM101)  Republic of the Philippines Laguna State Polytechnic University Provinceof Laguna Types of Consumers as per the VALS framework 1. Innovators - The class of consumers at the top of the vals framework. They are characterized by High income and high-resource individuals for whom independence is very important. They have taste in things and are motivated in achieving the finer things in life. 2. Thinkers - A well-educated professional is an excellent example of Thinkers in the vals framework. These are the people who have high resources and are motivated by their knowledge. These are rational decision-making consumers and are well informed about their surroundings. These consumers are likely to accept any social change because of their knowledge level. 3. Believers - The subtle difference between thinkers and believers is that thinkers make their own decisions whereas believers are more social in nature and hence also believe other consumers. They are characterized by lower resources and are less likely to accept innovation on their own. They are the best class of word-of-mouth consumers. 4. Achievers - The achievers are mainly motivated by – guess what – Achievements. These individuals want to excel at their job as well as in their families. Thus they are more likely to purchase a brand that has shown success over time. The achievers are said to be high-resource consumers but at the same time, if any brand is rising, they are more likely to adopt that brand faster. 5. Strivers - Low resource consumer groups which want to reach some achievement are known as strivers. These customers do not have the resources to be an achiever. But as they have values similar to an achiever, they fall under the striver category. If a striver can gain the necessary resources such as a high income or social status then he can move on to becoming an achiever. 6. Experiences - The group of consumers who have high resources but also need a mode of self-expression is known as Experiencers. Mostly characterized by young adults, it consists of people who want to experience being different. This class of consumers is filled up with early adopters who spend heavily on food, clothing, and other youthful products and services. 7. Makers - These are consumers who also want self-expression but they are limited by the number of resources they have. Thus they would be more focused on building a better family rather than going out lly speonlya higher amount of money. Making themselves into better individuals and families becomes a form of self-expression for the Makers. 8. Survivors - The class of consumers in the Vals framework with the least resources and therefore the least likely to adopt any innovation. As they are not likely to change their course of action regularly, they form into brand loyal customers. An example can include old age pension LSPU SELF-PACED LEARNING MODULE: Marketing Management (MM101)  Republic of the Philippines Laguna State Polytechnic University Provinceof Laguna earners living alone for whom sic necessities are important and they are least likely to concentrate on anything else. ❖ Behaviour It is important because they help us make predictions regarding future purchasing. We cannot directly observe attitudes, but we can use behaviors to attitudes and psychological states. ❖ B2B Marketers segmenting their business clients most frequently use size Example: Data Base Segmentation for Consumer Demographic Geographic Gender Countries Age Culture Household Membership Urban vs. Rural Education Climate Income Psychological/Psychographic Behaviours Attitudes Users vs. Competitors Knowledge and awareness Users vs. Nonusers of Brand Wants and needs Co purchase patterns Affiliations Traits LSPU SELF-PACED LEARNING MODULE: Marketing Management (MM101)  Republic of the Philippines Laguna State Polytechnic University Provinceof Laguna Expertise and involvement Brand and attributes Risk orientation How Marketers segment the market Marketers begin with some knowledge of the market place the customers, the competitors, and the company’s strengths and they gather information to understand the customer perspective. Managerial, top-down idealization Customer-based, bottom-up needs assessment How to Evaluate Segmentation Scheme Data to identify segments Databases to access segments Profitability matters Fit with corporate goals Actionable Targeting ❖ Is a strategy that breaks a large market into smaller segments to concentrate on a specific group of customers within that audience. ❖ It involves segmenting the market choosing which segments of the market are appropriate and determining the products that will be offered in each segment. How do we choose a segment to target 1. Look at your current customer base. 2. Check out your competition. 3. Analyze your product/service. 4. Choose specific demographics to target. 5. Consider the psycho-graphics of your target. 6. Evaluate your decision. 7. Additional resources. Profitability and strategic fit Expresses the degree to which an organization is matching its resources and capabilities with the opportunities in the external environment. A unique combination of resources and capabilities can eventually be developed into a competitive advantage that a company can profit from. LSPU SELF-PACED LEARNING MODULE: Marketing Management (MM101)  Republic of the Philippines Laguna State Polytechnic University Provinceof Laguna Competitive Analysis Is a strategy where you can identify major competitors and research their products, sales, and marketing strategies and can create solid business strategies that improve upon competitors. Helps you learn the ins and outs of how your competition works. It also helps you identify what they're doing right and opportunities where you can easily one-up them by using a strategy they haven't taken advantage of. Competitive Analysis in Marketing Every brand can benefit from regular competitor analysis. By performing a competitor analysis, you'll be able to: Identify gaps in the market Uncover market trends Develop new products and services Market and sell more effectively Learning any of these four components will lead your brand down the path of achievement. Identify your true competition, you'll need to determine what metrics you'll be comparing across the board. Below, we'll give nine specific factors to compare and tips on how to identify this competition in the first place. LSPU SELF-PACED LEARNING MODULE: Marketing Management (MM101)  Republic of the Philippines Laguna State Polytechnic University Provinceof Laguna How to do a Competitive Analysis Determine who your competitors are. Determine what products your competitors offer. Research your competitor’s sales tactics and results. Perform a SWOT Analysis to learn their strengths, weaknesses, opportunities, and threats. 1. Determine who your competitors are. Divide your “competitors” into two categories: direct and indirect. Direct competitors are businesses that offer a product or service that could pass as a similar substitute for yours, and that operate in your same geographic area. On the flip side, an indirect competitor provides products that are not the same but could satisfy the same customer need or solve the same problem. 2. Determine what products your competitors offer. What are the characteristics and needs of their ideal customers? Are they using different pricing strategies for online purchases versus brick and mortar? How does the company differentiate itself from its competitors? How do they distribute their products/services? 3. Research your competitor’s tactics and results. What does the sales process look like? Do they have multiple locations and how does this give them an advantage? Do they have partner reselling programs? What are their customers for not buying? For ending their relationship with the company? 4. Analyse how your competitors market their products. Analyzing your website is the fastest way to gauge your marketing efforts. Take note of any of the following items and copy down the specific URL for future reference: Do they have a blog? Are they creating white papers or e-books? Do they post videos or webinars? Do they have a podcast? Are they using static visual content such as info-graphics and cartoons? 5. Take note of your competition's content strategy. LSPU SELF-PACED LEARNING MODULE: Marketing Management (MM101)  Republic of the Philippines Laguna State Polytechnic University Provinceof Laguna Analyzing your competitor consider the following questions: How accurate is their content? Are spelling or grammar errors present? How in-depth does their content go? 6. Analyse the level of engagement on your competitor's content. To gauge how engaging your competitor's content is to their readers, you'll need to see how their target audience responds to what they're posting. The average number of comments, shares, and likes on your competitor's content and find out if: Certain topics resonate better than others The comments are negative, positive, or a mix People are tweeting about specific topics more than others Readers respond better to Facebook updates about certain content Don't forget to note if your competitor categorizes their content using tags, and if they have social media follow and share buttons attached to each piece of content. Both of these will as act engagement activities. 7. Observe how they promote activities and marketing content. From engagement, you'll move right along to your competitor's content promotion strategy. Keyword density in the copy itself Image ALT text tags Use of internal linking The following questions can also help you prioritize and focus on what to pay attention to: Which keywords are your competitors focusing on that you still haven't tapped into? What content of theirs is highly shared and linked to? How does your content compare? Which social media platform is your target audience using and are most active? What other sites are linking back to your competitor's site, but not yours? Who else is sharing what your competitors are publishing? Who is referring traffic to your competitor's site? 8. Look at their social media presence, strategies, and go-to platforms LSPU SELF-PACED LEARNING MODULE: Marketing Management (MM101)  Republic of the Philippines Laguna State Polytechnic University Provinceof Laguna The last area you'll want to evaluate when it comes to marketing is your competitor's social media presence and engagement rates. How does your competition drive engagement with their brand through social media? Do you see social sharing buttons with each article? Does your competitor have links to their social media channels in the header, footer, or somewhere else? Are they visible? Do they use calls-to-action with these buttons? If your competitors are using a social network that you may not be on, it's worth learning more about how that platform may be able to help your business, too. To determine if a new social media platform is worth your time, check your competitor's engagement rates on those sites. First, visit the following sites to see if your competition has an account on these platforms: Facebook Twitter Instagram Snapchat LinkedIn YouTube Example: Sizing Market Is the process of estimating the potential of a market. Understanding the potential of a market is important for companies looking to launch a new product or service. LSPU SELF-PACED LEARNING MODULE: Marketing Management (MM101)  Republic of the Philippines Laguna State Polytechnic University Provinceof Laguna Growth An increase in the demand for a particular product or service over time. Market growth can be slow if consumers do not adopt a high demand or rapid if consumers find the product or service useful for the price level Positioning Positioning is about identity Who you are in the marketplace regarding the competition It is about designing a product to have benefits that the target segment will value ⚫ Positioning is the most Important Aspect of Marketing It is about ◦ Designing a product ◦ Pricing ◦ Location ◦ Communication/Promotion ⚫ Types of Positioning ⚫ Customer Needs ⚫ ⚫ Customer Perceptions Brand Recognition ⚫ ⚫ Pricing Quality ⚫ Convenience Customer Service Four Industry Positioning Market Leader Market Challenger Market Follower Market Nicher Positioning via Perceptual Maps Firms use perceptual in positioning maps to help them develop a market "positioning strategy" for their product or service. As the maps are based on the perception of the buyer they are sometimes called perceptual maps. Positioning maps show where existing products and services are positioned in the market so that the firm can decide where they would like to place their product. Purpose of Perceptual maps Perceptual maps can help identify (where in the market) an organization could position a new brand. Perceptual maps help firms understand how LSPU SELF-PACED LEARNING MODULE: Marketing Management (MM101)  Republic of the Philippines Laguna State Polytechnic University Provinceof Laguna customers view their products. However as perception is very subjective, firms need to ensure that the data they use to plot the map is accurate. Perceptual maps may help organizations identify gaps in the market. Positioning Matrix ⚫ ⚫ ItTohelps us make decisions in many marketing scenarios know w do you want your position in the marketplace to be Writing a Positioning Statement A company must be able to communicate succinctly the parameters of that position to different audiences (customers, employees, shareholders the, general public, etc). A positioning statement is that communication, and it takes a fairly standard form. A positioning statement is an expression of how a given product, service, or brand fills a particular consumer need in a way that its competitors don't. Positioning is the process of identifying an appropriate market niche for a product or service or brand and getting it established in that area. Just as marketing begins with segmentation in STP, a positioning statement also includes the specification of the target segment. Your positioning statement, too, should be addressed to your target segment. Everything else you say in the positioning will be irrelevant to customers from another segment. As an example, in the positioning statement "Alphatronics” is the gym for the bodybuilder" The next element of a positioning statement is the Unique Selling Proposition (USP). The idea here is to express your brand's competitive advantage clearly and succinctly. A unique selling proposition or unique selling point is a marketing concept first proposed as a theory to explain a pattern in successful advertising campaigns of the early 1940s. The USP states that such campaigns made unique propositions to customers that convinced them to switch brands. LSPU SELF-PACED LEARNING MODULE: Marketing Management (MM101)  Republic of the Philippines Laguna State Polytechnic University Provinceof Laguna A positioning statement captures the qualities of how you wish to be ⚫ perceived. To compose a positioning statement, answer the following questions: ◦ 1) Whom are you trying to persuade? ◦ 2) With whom are you competing? ◦ 3) How are you better? The results for that questions will be your positioning statement. Some positioning statements are surprising. ⚫ Volvo is known for safety, yet on its website, you'll see the following: "We offer transports solutions to demanding customers around the world" Some positioning statements are straightforward, such as FedEx's "Dependable Solutions for Your Shipping Needs, YouTube's "Broadcast Yourself, and Club Med's "Where Happiness Means the World. Others are abstract and inspiring such as Honda's, "The Power of Dreams", Apple's "Think Different(ly)", and perhaps Goldman Sachs's "Our Clients' interests always come first. LSPU SELF-PACED LEARNING MODULE: Marketing Management (MM101)  Republic of the Philippines Laguna State Polytechnic University Provinceof Laguna And finally, one or more of the elements of the positioning statement are often implied, not stated. For example, Volkswagen's long-running advertising tagline, "Drivers Wanted" Positioning statement Can serve as an internal memorandum and be the foundation of the communication offered to external audiences including customers and shareholders by advertising taglines or more extensive messages. Given these audiences, positioning statements should be positive and passionate to be noteworthy and to attention and affection. ELEMENTS OF MARKETING STRATEGY, PLANNING, AND, COMPETITION Value Is At The Core Of Marketing Value is a ratio of benefits to costs, as viewed from the eyes of the beholder (the customer). Form utility Time utility Place utility Ownership utility A benefit is some type of utility that a company and its products/services provide its customers. The utility is the want-satisfying power of a good or service. Four major kinds of utility exist form, time, place, and ownership. Form LSPU SELF-PACED LEARNING MODULE: Marketing Management (MM101)  Republic of the Philippines Laguna State Polytechnic University Provinceof Laguna utility is created when the firm converts raw materials into finished products that are desired by the market. The other three utilities time, place, and ownership are created by marketing. They are created when products are available to customers at a convenient location when they want to purchase them, and facilities of exchange are available that allow for transfer the of product ownership from the seller to the buyer. A firm’s value proposition must be strong enough to move customers past satisfaction Customer Satisfaction Customer Loyalty Customer Retention Customer Switching Primary Activities in the Value Chain 1. Inbound logistics - how the firm goes about sourcing raw materials for production. 2. Operations - how the firm converts the raw materials into final products. 3. Outbound logistics - how the firm transports and distributes the final products to the marketplace. 4. Marketing and sales - how the firm communicates the value proposition to the marketplace. 5. Service - how the firm supports customers during and after the sale. Support Activities in the Value Chain 1. Firm Infrastructure - how the firm is set up for doing business; are the internal processes aligned and efficient? 2. Human Resource Management - how the firm ensures it has the right people in place, trains them, and keeps them. 3. Technology Development - how the firm embraces technology usage for the benefit of customers. 4. Procurement - how the firm deals with vendors and quality issues. Marketing Planning is the ongoing process of developing and implementing market-driven strategies for an organization. The resulting document that records the marketing planning process in a useful framework is the Marketing Plan. Framework for Marketing Planning A marketing plan is connected to the firm’s business plan Conduct a situation analysis Perform any needed market research Establish marketing goals and objectives Develop marketing strategies Marketing mix strategies Develop implementation plans Three primary categories of competitive strategy: Cost Leadership LSPU SELF-PACED LEARNING MODULE: Marketing Management (MM101)  Republic of the Philippines Laguna State Polytechnic University Provinceof Laguna The organization strives to have the lowest costs in its industry and produces goods or services for a broad customer base. Note the emphasis on costs, not prices., Differentiation The organization competes based on pro- viding unique goods or services with features that customers value, perceive as different, and for which they are willing to pay a premium. Focus (or Niche) The organization pursues either a cost or differentiation but in a limited (narrow) customer group. A focus strategy concentrates on serving a specific market niche. Strategic Types Prospector The Firm exhibits continual innovation by finding and exploiting new products and market opportunities. Analyzer The Firm heavily relies on analysis and imitation of the successes of other organizations, especially prospectors Defender Firm searches for market stability and production of only a limited product line directed at a narrow market segment, focusing on protecting established turf. Reactor The Firm lacks any coherent strategic plan or apparent means of effectively competing; reactors do well to merely survive in the competitive marketplace. Situation Analysis Macro-level external environment Political, legal, and ethical All firms operate within certain rules, laws, and norms of operating behavior. For example, JetBlue has myriad regulations administered by the Federal Aviation Administration, the National Transportation Safety Board, and the Transportation Security Administration. In the airline industry, the regulatory environment is a particularly strong external influence on firms’ marketing planning Sociocultural/demographic Trends among consumers and in society as a whole impact marketing planning greatly. Many such trends are demographic in nature, including changing generational preferences and the rising buying power of minority groups domestically and consumers in developing nations in the global marketplace.38 Speaking of generational preferences, JetBlue jumped on the video game trend among children and teens by providing in- seat games, much to the delight of parents who no longer have to entertain the kids for the duration of the flight. Technological Constantly emerging and evolving technologies impact business in many ways. The goal is to try to understand the future impact of technological change so a firm’s products will continue to be fresh and viable. JetBlue ordered several LSPU SELF-PACED LEARNING MODULE: Marketing Management (MM101)  Republic of the Philippines Laguna State Polytechnic University Provinceof Laguna new downsized “regional jets,” planes that carry about 50 passengers and allow for entry into smaller, under served markets. The airline is banking on these attractive, comfortable new aircraft to provide a market edge over the competition Economic The economy plays a role in all marketing planning. Part of a marketing plan is a forecast and accompanying budget, and forecasts are impacted by the degree to which predicted economic conditions materialize. Natural The natural environment also frequently affects marketing planning Situation Analysis Competitive Environmental Factors The Threat of new entrants Rivalry among existing firms The threat of substitute products Bargaining power of buyers Bargaining power of suppliers Implementation Plan Forecast Budget Appropriate Marketing Metrics TIPS FOR SUCCESSFUL MARKETING PLANNING Stay flexible Utilize input Don’t underestimate the implementation part of the plan Stay strategic, but also stay on top of the tactical Give yourself and your people room to fail and try again Engaging Activities Answer the following questions briefly. 1. Differentiate Marketing from Marketing Management? 2. Cite a company and discuss their SWOT Analysis and Competitive Analysis? 3. Identify a company which does you think has a unique selling proposition? LSPU SELF-PACED LEARNING MODULE: Marketing Management (MM101)  Republic of the Philippines Laguna State Polytechnic University Provinceof Laguna Performance Tasks Understanding Directed Assess Rubrics: Engaging Activity – Case Analysis Conclusio Content Originality Findings n Swot Total 30% 25% 15% 15% 15% 100% Rubrics: Engaging Activity - Essay and Assignment Artistic Representation Mechanics and Content Originality of work Documentation Total 30% 30% 20% 20% 100% LSPU SELF-PACED LEARNING MODULE: Marketing Management (MM101) Rubric for Designing Lesson Plan (PT 2) Republic of the Philippines Laguna State Polytechnic University Rubric for Student Reflections Provinceof Laguna Above Meets Approaching Below Expectations Expectations Expectations Expectations 2 1 4 3 Reflective The reflection The reflection The reflection The reflection Thinking explains the explains the attempts to does not address student’s thinking student’s thinking demonstrate the student’s and learning about his/her thinking about thinking and/or processes, as well learning learning but is learning. as implications for processes. vague and/or future learning. unclear about the personal learning process. Analysis The reflection is The reflection is The reflection The reflection an in-depth an analysis of the attempts to analyze does not move analysis of the learning the learning beyond a learning experience and experience but the description of experience, the the value of the value of the the learning value of the derived learning learning to the experience. derived learning to self or others. student or others is to self or others, vague and/or and the unclear. enhancement of the student’s appreciation for the discipline. Making The reflection The reflection The reflection The reflection Connections articulates articulates attempts to does not multiple connections articulate articulate any connections between this connections connection to between this learning between this other learning learning experience and learning experience or experiences. experience and content from and content from content from other courses, other courses, past other courses, past learning learning past learning, life experiences, experiences, or experiences, and/or future personal goals, but and/or future goals. the connection is goals. vague and/or unclear. Learning Resources LSPU SELF-PACED LEARNING MODULE: Marketing Management (MM101)  Republic of the Philippines Laguna State Polytechnic University Provinceof Laguna Briz, M.C. (2022). Self-paced Learning Module in Marketing Management. Kotler, P., Armstrong, G., (2017) Marketing: An Introduction, Prentice-Hall, Inc. Garrovillas, E. P., (2017) Marketing Principles, Books Atbp. Publishing Corp. Pagoso, C., Dela Cruz, M., (2017) Principles of Marketing, Anvil Publishing, Inc., Pasig City Phils. Loudon, D., Stevens, R., Wrenn, B., (2017) Marketing Management, Haworth Press Inc. Iacobucci, D.,(2018) Marketing Management, Cengage Asia Pte Ltd (Philippine Branch) Vals framework - Values attitude lifestyle - Vals model What's a Competitive Analysis & How Do You Conduct One? blog.hubspot.com/marketing/competitive-analysis-kit#:~:text=A%20competitive%20analysis Intellectual Property This module is for educational purposes only. Under section Sec. 185 of RA 8293, which states, “The fair use of a copyrighted work for criticism, comment, news reporting, teaching including multiple copies for classroom use, scholarship, research, and similar purposes is not an infringement of copyright.” The unauthorized reproduction, use, and dissemination of this module without the joint consent of the authors and LSPU is strictly prohibited and shall be prosecuted to the full extent of the law, including appropriate administrative sanctions, and civil, and criminal. Prepared by: MADELON C. BRIZ, MBA LSPU SELF-PACED LEARNING MODULE: Marketing Management (MM101)  Republic of the Philippines Laguna State Polytechnic University Provinceof Laguna Assistant Professor III LSPU SELF-PACED LEARNING MODULE: Marketing Management (MM101)