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Dr. Jerome H. Baldemoro
Ateneo de Naga University
“ The Marketing Concept holds that the key to
achieving organizational goals consists in
determining the needs and wants of target
markets
and
delivering
the
desired
satisfactions more effectively and efficiently
than competitors.” (Kotler,1991:16)
1.

2.

3.

4.

5.

Marketing is a management orientation or
philosophy.
Marketing comprises three main elements
linked within a system of exchange
transactions.
Marketing is concerned with the long term
(strategy) and short term (tactics).
Marketing is especially relevant to analyzing
twenty first century market conditions and can
make a major contribution to sustainable
development
Marketing facilitates the efficient and effective
conduct of business.
1. The attitudes and decisions of target
customers concerning the perceived utility
and value of available goods and services, in
terms of their needs, wants, interests and
ability to pay
2. The attitudes and decisions of producers
concerning production of goods and services
for sale, in the context of their long-term
business
objectives
and
the
wider
environment in which they operate.
3. The way in which producers communicate
with consumers before, during and after the
point of sale, and distribute or provide access
to their products.

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Dr. Jerome Baldemoro on Marketing Concept

  • 1. Dr. Jerome H. Baldemoro Ateneo de Naga University
  • 2. “ The Marketing Concept holds that the key to achieving organizational goals consists in determining the needs and wants of target markets and delivering the desired satisfactions more effectively and efficiently than competitors.” (Kotler,1991:16)
  • 3. 1. 2. 3. 4. 5. Marketing is a management orientation or philosophy. Marketing comprises three main elements linked within a system of exchange transactions. Marketing is concerned with the long term (strategy) and short term (tactics). Marketing is especially relevant to analyzing twenty first century market conditions and can make a major contribution to sustainable development Marketing facilitates the efficient and effective conduct of business.
  • 4. 1. The attitudes and decisions of target customers concerning the perceived utility and value of available goods and services, in terms of their needs, wants, interests and ability to pay
  • 5. 2. The attitudes and decisions of producers concerning production of goods and services for sale, in the context of their long-term business objectives and the wider environment in which they operate.
  • 6. 3. The way in which producers communicate with consumers before, during and after the point of sale, and distribute or provide access to their products.