STRATEGIC

MARKETING FOR
ENGINEERS
Prepared by:
Czarina Faye M. Sabaria
BSCE 3B
STRATEGIC MARKETING FOR
ENGINEERS
Companies, including those managed by engineer managers, must
serve markets that are best fitted to their capabilities. To achieve
this end, a very important activity called strategic marketing is
undertaken.
Under this set-up, the following steps are made:

1.) SELECTING A TARGET MARKET 2.) DEVELOPING A MARKETING MIX

SELECTING A TARGET
MARKET
To maximize sales and profits, a company has the option of
serving entirely or just a portion of its chosen market. Within
markets are segments with common needs and which will
respond similarly to a marketing action.

In selecting a target market, the ff. steps are

necessary:

1.) Divide the total market into groups of people who have
relatively similar product or service needs.

2.) Determine the profit potentials of each segment.

3.) Make a decision on which segment or segments will be

served by the company.
The Construction THE
Market And It’s
Segment
CONSTRUCTION
MARKET

Government
Residential Industrial
Segment
Segment Segment

Actual Actual
Actual
construction construction
construction
sub-segment sub-segment
sub-segment

Construction Construction Construction

materials materials materials
sub-segment sub-segment sub-segment
FACTORS USED IN SELECTING A
TARGET MARKET

1.) Size of the market

&

2.) The number of competitors serving the

market
DEVELOPING A MARKETING
MIX
After the target market has been identified, a
marketing mix must be created and maintained.
The marketing mix consists of four variables:
• The Product
• The Price
• The Promotion
• The Place (or Distribution)

Given a marketing environment, the engineer manager can

manipulate any or all variables to achieve the company’s goals. As
such, the quality of the product may be enhanced, or the selling
price made a little lower, or the promotion activity made a little
more aggressive, or a wider distribution area may be covered.
Any or all of the foregoing may be undertaken as conditions
warrant
The Company, The Marketing Mix and The Target Market

THE COMPANY

Product Other
Price markets
Promotion
Place
THE
TARGET
MARKET

Other Other
markets markets