1.
PRINCIPLES OF

2.
CHAPTER 1
MARKETING PRINCIPLES AND STRATEGIES
Lesson 1:
Marketing and its
Traditional Approaches

3.
MARKETING
is a form of communicating or
promoting the VALUE of a product,
service or brand to the consumers.

4.
Marketing
“The process of planning and executing
the conception, pricing, promotion, and
distribution of ideas, goods, and services
to create exchanges that satisfy individual
and organization goals.”
American Marketing Association

5.
In summary, marketing is
• Creation
• Communication
• Delivery of value to
customers

6.
Core
Marketing
Concepts

7.
1. NEEDS
A human need is something
that a person must have in
order to live and survive.

8.
Maslow’s Hierarchy of Needs

9.
2. WANTS
A human want is something
that a person desires to have.

10.
3. DEMANDS
Demands are also human
wants that are supported by
buying power.

11.
4. EXCHANGE
Marketing occurs when the
buyer and seller trade
something of equal value. Both
the buyer and the seller have
gained something that
satisfied their unmet needs.

12.
5. MARKET
The market is composed of
people with both desire and
ability to buy a product or
service.

13.
PARTICULARS NEEDS WANTS
Hunger Food
Fashion Wear Clothing
Infection Antibiotics
Shelter Housing
Thirst Beverag
e Water
Milk
Transportation Vehicle

14.
PARTICULARS NEEDS WANTS
Recreation Sports
Entertainment Television, radio,
DVD/Discs, Casinos
Education School
Seminars
Course
Security Insurance
Interment Memorial services

15.
SCOPE OF
MARKETING

16.
1. GOODS
Physical goods comprise
the volume of most
countries’
production and marketing
effort.

17.
2. SERVICES
as economies
progress, a growing
proportion of their
activities are
concentrated on the
production of services.

18.
Through organizing a
number of services and
goods, one can generate,
stage, and market
experiences.
3. EXPERIENCES

19.
Marketers
endorse time-
based events.
4. EVENTS

20.
5. PERSONS
celebrity marketing has turn
into a main and popular
business.

21.
6. PLACES
Place marketers consist of
economic development
specialists, real estate agents,
commercial banks, local
business associations, and
advertising and public relations
agencies.

22.
7. PROPERTIES
Properties are intangible
rights of ownerships of either
real property.

23.
organizations aggressively
labor to create a strong,
positive image in the mind of
their publics.
8. ORGANIZATIONS

24.
9. INFORMATION
The production, packaging,
and distribution of
information is one of
society’s chief industries.

25.
10. IDEALS
Each market offering has
a fundamental idea at its
core.

26.
TRADITIONAL
APPROACHES TO
MARKETING

27.
Traditional concept marketing is a
marketing strategy a company uses to
determine if it can produce a viable product
consumers want or need, whether the
company can produce enough products to fill
the need, and the marketing method by which
the need can be filled.

28.
SEVERAL DISTINCT TRADITIONAL APPROACHES
Production
concept focuses
on the internal
potentials of the
company and not
based on the
desires and needs
of the market.
Sales concept
refers to the idea
that people will buy
more goods and
services through
personal selling and
advertising done
aggressively to
push them in the
market.
Marketing concept
a philosophy which
states that
organization must
try hard to find out
and satisfy the
needs and wants of
consumers while at
the same time
accomplishing the
organizational
goals.
Relationship
concept/marketing an
approach that centers on
maintaining and improving
value- added long-term
relationships with current
customers, distributors,
dealers and suppliers.
Societal Marketing
Concept views that
organizations must satisfy
the needs of consumers in
a manner that gives for
society’s benefit.

29.
CHAPTER 1
MARKETING PRINCIPLES AND STRATEGIES
Lesson 2:
Goals of Marketing

30.
Goals are
different from
objectives
Marketing goals are
statements of what results
the company wants to
achieve with its marketing
efforts. Just like any other
goal, marketing goals
should be clear. Goals must
be credible and realistic as
well

31.
GOALS ARE DIFFERENT
FROM OBJECTIVES.
GOALS
top-level broad goals to show
how the business can benefit
from channels. So, goals are
the broad aims used to shape
strategy. They describe how
marketing will contribute to the
business in key areas of
growing sales, communicating
with audience and saving
money.
MARKETING
OBJECTIVE
Specific SMART objectives
to give clear direction
and commercial targets.
Objectives are the SMART
targets for marketing which
can be used to track
performance against
target.
The SMART mnemonic
helps as a test or filter
which the firm can use to
assess the quality of
measures.

32.
the detail in the
information
sufficient to
pinpoint problems
or opportunities;
the objective
sufficiently
detailed to
measure real-
world problems
and opportunities.
a quantitative
attribute to
be applied to
create a
metric.
a quantitative
attribute to
be applied to
create a
metric.
the
information
be applied to
the specific
problem
faced by the
marketer.
objectives be
set for
different time
periods as
targets to
review
against.

33.
Key performance indicators (KPIs)
are used to check that the
marketing activities of a company
are on track. KPIs are specific
metrics which are used to track
performance to make sure the firm
is on track to meet specific
objectives. They are sometimes
known as performance drivers or
critical success factors for this
reason.

34.
DEVELOPING MARKETING GOALS
GOALS MUST
BE:
ATTAINABILITY
Goals must be realistic
so that important
parties who will be
reaching must
see each goal as
reasonable.
CONSISTENCY
Management should
exert to set goals that are
consistent with one
another.
COMPREHENSIVENESS
the process of goal-setting
must be comprehensive.
Simply it means that each
functional area must be
able to formulate its own
goals that relate to the
organization’s goals.
INTANGIBILITY
planners often confuse goals with strategies,
objectives and even tactics. A goal is not an
action the firm can take, it is an outcome of
the organization wishes to realize.

35.
GOALS OF
MARKETING
Examples of noteworthy marketing
goals:
1. Identifying the target market
2. Increasing sales and profits
3. Increasing brand awareness
4. Increasing market share
5. Countering competitive
strategies
6. Reputation
7. Increasing distribution channels

36.
CHAPTER 1
MARKETING PRINCIPLES AND STRATEGIES
Lesson 3:
Contemporary Approaches
to Marketing

37.
Not-For-Profit Organization Marketing
A not-for-profit organization is a type of organization that does not aim for earning profit for its
owners. The money earned by not-for-profit organization is allocated for pursuing the organization’s
objectives.

38.
Characteristics of a not-for-profit organization
Generate as
much revenue
as possible to
support their
causes
Compete
with other
organization
s for donors’
pesos
Often
possess
some
degree
or
monopoly
power in a
given
geographic
area
Market to
multiple
publics

39.
PERSON
MARKETING
Person marketing entails
endeavors aimed at
cultivating the attention,
interest and preferences
of a target market
toward a celebrity or
authority figure.

40.
PLACE
MARKETING
Place marketing or place
branding attempts to exert a
pull customers to particular
areas. Place marketing is
used to attract tourist and
showcase the beautiful
spots in different cities,
provinces, and regions.
Place marketing is also
used to promote sites that
can be a nice choice for
putting up a business.

41.
CAUSE
MARKETING
Cause marketing is the
recognition and marketing
of a social issue, cause or
idea to the target markets.
Cause marketing increases
the awareness of issues
such as literacy, physical
fitness, child obesity, and
environmental protection,
elimination of birth defects,
child-abuse prevention and
preventing drunk-driving.

42.
There are some guidelines to consider before
creating a cause marketing campaign.
UNDERSTAND
MARKETING
before a firm create a cause
marketing, it needs to
understand first the
essential
elements of marketing to
its
specific target audience.
MAINTAIN
TRANSPARENCY
if the firm wants
consumers to join its
cause, it has to make it
easy and transparent for
them to do so.
THINK
MAINSTREAM
the majority of the firm’s
patron should support the
effort of its supporting.
SUPPORT REPUTATION
CAUSES
Support reputable causes – if the
companyis going to give large amounts
of money, resources or time to a
philanthropic cause, it must first do its
homework. The organization must
choose the right charity to give help to
and check its every detail.
»
STAY
CONSISTENT
it is best for the company if it is
going to be generous in one
charity for long time to be
predictable in the eyes of the
consumers.

43.
is the sport, culture and charity activities to
selected target markets. it consists of
different sponsors from different companies
to support such activities and also serves
as public awareness.

44.
Essential features of event marketing:
1. Wide range of events – event marketing
encompasses a wide range of event types:
a.Mega events and local events,
b.Exhibitions,
c.Trade shows,
d. Publicity stunts,
e.Themed and created events,
f. Corporate entertainment,
g.Award ceremonies.

45.
2.Goal oriented
3. Effective promotion and communication – it is important to
get the message to the target audience clearly.
4.Proper evaluation – it is necessary for the team to be able
to evaluate the event/project to be more effective and
efficient the next time.
5.Feedback from clients
6.Location – this is the most important aspect as the location
of the event should be accessible and should be near
important areas.

46.
Green marketing refers to the process of selling products and/or services based on their
environmental benefits. Company are selling products and/or services by first promoting
its benefit that is environmental friendly or produced in an environmentally friendly way.

47.
For green marketing to be effective, there are three things that needs to be
done:
1.Being genuine
a. The company is actually doing what it claims to be doing in its green
marketing campaign and
b. The rest of the business policies are consistent with whatever the firm is
doing that’s environmentally friendly.
2.Educating the customers isn’t just a matter of letting people know that the company
is doing whatever its doing to protect the environment, but also a matter of letting
them know why it matters.
3.Giving customers an opportunity to participate means personalizing the benefits of
the company’s environmentally friendly actions, normally through letting the
customer take part in positive environmental action.

48.
THANK YOU!