FINANCIAL MANAGEMENT AND

MARKETING FOR THE 21ST CENTURY

Prof. Draizelle Cruz – SexonUniversity of the Philippines – Diliman

August 31, 2014

BROKE?

CRAVINGFOR THIS?

PLANNING TO DO THIS?

DREAMINGOF THIS?

Questions for reflection:• What do we need to know about

financial management and marketing?

• What is the scope of marketing?• What has changed about

marketing?• How do companies look at the

market today?• What are the Marketing Management

tasks for the 21st century?

Financial Security

Lesson 1 Module: Financial Management

Finance consists of three interrelated areas:

Money and capital markets

Investments

Financial management (business finance) – actual management of the firm.

1-9

What is Financial Management?

Concerns the acquisition,

financing, and management of

assets with some overall goal in

mind.

1-10

What is the Goal of the Firm?

Maximization of Shareholder’s

Wealth!

Value creation occurs when we maximize the share price for current

shareholders.

1-11

IT’S NOT ALL ABOUT THE

GAINS…

1-12

1-13

Social Responsibility

Wealth maximization does not preclude the firm from being socially responsible.

1-14

Corporate Governance

Corporate governance: represents the system by which corporations are managed and controlled.

HOW?

Bigger capital?

New Financial

Team?

Loan?

Strategize?

21

Keeping Up with Changing Times

• The management  process through which goods and services move

from concept to the customer.

• It includes the coordination of

four elements called  the 4 P's of

marketing (Business Dictionary)

When are we marketing?

We do

How do we market

products?

Marketing vs Selling

Making themPAY

MAKINGTHEM NEED

CORE CONCEPTS

Concept 1:

Target Markets, Positioning and Segmentation

Concept 2:

Companies address needs by putting value proposition.

Concept 3:

Offering is successful if it delivers value & satisfaction.

Concept 4:

Marketers use various kinds of marketing channels.

Concept 5:

Retail transformation as major societal force.

Concept 6:

Disintermediation as major societal force.

Concept 7:

Amplified voice to influence peer & public opinion as consumer capability.

Concept 8:

Companies reach consumers on the move with mobile marketing.

Concept 9:

Holistic Marketing Concept

Internal Integrated

Performance Relationship

Holistic

Concept 10:

Four P’s Components of Marketing Mix

WORKSHOP PROPER

PRESENTATION