This document provides an overview of marketing principles and strategies. It defines marketing as creating and delivering value for customers. The goals of marketing are to understand customer needs and satisfy them. It discusses the marketing mix of product, price, place and promotion. It also covers marketing orientations like production, product and marketing orientations which guide a company's approach based on factors like its market and products.
2. Topic: Marketing Principles and
Strategies
Objectives:
1. Define and understand marketing
2. discuss the goals of marketing
At the end of the lesson the learners
are able to:
a. explain the meaning of marketing
b. explain the goals of marketing
4. Lesson Proper:
Marketing – it is defined as “the
activity, set of institutions, and
processes for creating,
communicating, delivering and
exchanging offerings that have
value for customers, clients,
partners and society at large.”
6. Goals of marketing:
1. to determine the
needs or wants of
customers
2. to satisfy these
needs and wants
7. Five Core Concepts in
Marketing
1. Customer needs,
wants and demands
*Need – pertains to a feeling
of deprivation, and commonly
relates to a basic necessity.
8. *Want – relate to a
particular preference of the
person, as shaped by one’s
personality and knowledge,
along with broader
influence such as culture
and societal factors.
9. *Demand – exists if
the need or the want
is supported by the
person’s purchasing
power or the ability to
pay for the product.
10.
11. 2. Market Offerings
it involves physical products,
services and experiences.
Physical – ex. Canned meat,
soaps and toothpastes
Services – dental services,
travel agencies or call centers
12. 3. Customer Value and
Satisfaction
it involves physical products,
services and experiences. The
goal is to consistently meet or
even exceed consumer
expectations.
14. 5. Market – it is composed
of all people who buy the
product, as well as those who
could potentially purchase the
product.
*target market – to focus on a
particular segment of the
market.
16. Production Era – lasting
from the late 1800s to the
1093s, the thinking during this
era is that products would sell
themselves and, therefore,
the firm’s task is to focus on
production efficiencies and
distribution.
17. Sales Era – the period that
lasted through the 1960s.
Marketing Concept Era
– marketing then became the
source of product ideas that
would now be the prime mover
for the production cycle.
20. Factors that influenced
Marketing Management
Orientations
*Nature of the market
*Nature of the product
*Nature of competition
*Size of the business
21. Production Orientation – the
focus of the company is on
production and distribution
efficiencies.
-customers are mostly interested in
products that are affordable and
easily available.
- examples of the products are
matches, sugar, and other basic
commodities.
22. Product Orientation –
based on the belief that
customers are more interested in
products that have high quality,
provide the best performance,
and have innovative features.
Ex. Cellphones, laptops and game
consoles
23. Selling Orientation –
applicable for some products
that are unsought in nature.
- examples of the products are
insurance, educational plans
and encyclopedias.
25. Societal Marketing
Orientation – calls for the
satisfaction of consumer
needs and wants in ways that
do not harm the environment
and provide for the well-being
of society.
27. Product – can be
physical good, a service,
an idea, or experience
that is intended to
satisfy a consumer need
or want.
28. Price – refers to the
value the company gets
as represented by the
amount of money that is
exchanged to obtain the
product.
29. Place – relates to how and
where the product can be
obtained by the customer.
Also called distribution, this
involves the logistics of
making the product available
to the consumer.
30. Promotion – refer to
communications
developed by the marketer
in order for the consumers
to get to know more about
the product and be
persuaded to buy it.
