This document provides an overview of marketing concepts and best practices. It discusses the definition of marketing as identifying unmet needs and developing products and services to meet those needs profitably. It also explains that marketing involves more than just selling - it is about putting customers first. The document outlines the 4 P's and 4 C's marketing mixes and how they are similar but seen from different perspectives. It emphasizes starting marketing plans from the customer's perspective rather than the marketer's. Overall, the key lessons are that marketing should understand and satisfy customer needs through segmentation, targeting, positioning, and an integrated approach considering cost, convenience, communication and customer value.

1. Charmyne V. Sanglay, MM
THE
GOLDEN
RULES
OF
MARKETING

2. Why do we
need to
learn
Marketing?

4. Can you sell these
products easily?

5. How about these
products?

6. How about Them?
Can you Market them?

7. How about Their
Films?

8. 1. WHAT IS MARKETING?
• An integrated set of strategies for
selling products and services or
ideas.
• Includes identifying unmet needs;
producing products and services to
meet those needs: and pricing,
distributing, and promoting those
products and services to produce a
profit.

9. 2. WHAT IS MARKETING?
• Most people think that Marketing is
a tool, but for governments and
not-for-profit it is a way of thinking.
It goes beyond selling, or
advertising. It is a mindset which
puts the customer first and ensures
that the organization's philosophy is
“without customers there is no
organization.”

10. Marketing is
the act of
connecting
customers to
products

11. 3. What Marketing does?
• Opportunity for long-term planning,
promise of a positive and productive
relationship with the clientele.
• Analyses client needs.
• Determines how the resulting product will
be packaged, promoted and distributed.

12. 4. Perceptions of Marketing
Historical
• Associated with
world of business
• Often lack
strategy
• Low priority
Present
• Strategic
• Essential
• Long-term
• Communication-
based
• Client-driven

13. 5. Keys to Marketing: I
• Segmentation
–Recognize the market clusters
that exist in your target
audience.
–What differentiates each
group? What makes them
unique?

14. • Targeting
–choose the group that will be
the focus of your campaign.
6. Keys to Marketing: II

15. • Positioning
–What message do you
want to convey?
–How do you want your
audience to see you?
7. Keys to Marketing: III

16. Past: 4P’s
• Product
• Price
• Place
• Promotion
Present: 4C’s
• Customer Value
• Cost
• Convenience
• Communications
8. The Marketing Mix

17. Consumer wants and needs (vs. Products)
You can't develop products and then try to sell
them to a mass market. You have to study
consumer wants and needs and then attract
consumers one by one with something each one
wants. Author of the movie Field of Dreams, J.P.
Cancilla may have exclusive rights to the phrase
"build it and they will come". In most cases, you
have to find out what people want and then
"build" it for them, their way.

18. Cost to satisfy (vs. Price)
You have to realize that price - is one part of
the cost to satisfy. If you sell hamburgers, for
example, you have to consider the cost of
driving to your restaurant, the cost of
conscience of eating meat, etc. One of the
most difficult places to be in the business
world is the retailer selling at the lowest
price. If you rely strictly on price to compete
you are vulnerable to competition - in the
long term.

19. Convenience to buy (vs. Place)
You must think of convenience to buy
instead of place. You have to know how
each subset of the market prefers to buy
- on the Internet, from a catalogue, on
the phone, using credit cards, etc. Lands
End clothing, Amazon Books and Dell
Computers are just a few businesses
who do very well over the Internet.

20. Communication (vs. Promotion)
You have to consider the communication instead of
promotion. Promotion is manipulative (ouch!) - it’s from
the seller. Communication requires a give and take
between the buyer and seller (that's nicer). Be creative
and you can make any advertising "interactive". Use
phone numbers, your web site address, etc. to help here.
And listen to your customers when they are "with" you.
Developing a brand takes into account these
considerations. Developing a brand is developing a
promise. When you take into consideration the "4 C’s"
noted above you begin the process of developing a brand!

21. The 4C’s concept of marketing are basically
the same with the 4P’s of marketing,
according to Filipino marketers Dr. Ned
Roberto and Ardy Roberto. Both the 4P’s and
4Cs are about the marketing mix. The 4P’s
are the marketing mix components seen from
the marketer’s perspective, the marketer’s
decision tools for generating sales. On the
other hand, the 4C’s are the marketing mix
component now seen from the consumer’s
perspective, the consumer’s decision
considerations for making purchases.

22. According to the authors,
the 4C’s of marketing simply said
this: “In planning or implementing any
marketing program, be it a product
intro pricing, an ad campaign, a sales
distribution program, never start from
where you ( as the marketers) are.
Always start from where the
consumers are.”

23. 1. What is your Business (Mission)?
2.Who is your client?
3.What does the client consider value?
4.What is the plan?
5. What are our evaluation criteria?
9. The 5 Most Important
Questions

24. 10. Marketing Tips
• More than selling
• Understand your client’s needs,
• Develop plans that reflect those needs,
• Support the Marketing function,
–Develop a specialized program of
training,
–Find ways to sell / distribute products
and services more efficiently.
• Research; Design; Implement; Evaluate.

25. Why bother with the rules?
Don’t bother if you have all the
markets and income you want
and are comfortable with the
way things have been going.

26. If you want things to be
different then you got to do
different!
“If we do things like we did
before, we probably are
going to get results like we
did!”

27. This is about using your brain cells…
•Put on your glasses to see…
•Open your ears to listen…
•Be creative…
•Be open to new and different…
•Plan, implement and evaluate.

28. Where to start?
• Learn from others…
• Learn everything you can about the
customer you want,
• Get it in front of the customer what
with the customer wants, when they
want it, how they want it and at the
price they can live with.

29. Where to start? With the
competition…
Observe the approaches used by
the best in the business and see
how you can do better…

30. Of course, all of this is moot if
you don’t remember and live
the original golden rule DO
UNTO OTHERS AS YOU
WOULD HAVE THEM DO
UNTO YOU. In short, don’t
sell people crap, don’t try to
pretend that people need your
crap and don’t, by any means,
try to pretend your crap is not
crap – because everyone
knows crap when they smell it.

31. Thank
you!