The document outlines key marketing concepts, including market definition, marketing activities, and segmentation. It elaborates on the marketing mix, focusing on product, promotion, and distribution channels, as well as various promotional strategies such as personal selling, advertising, and sales promotion. Additionally, it discusses pricing strategies and factors influencing pricing decisions, such as costs and competition.

1. By:
Gilda Rodriguez dela Cruz

2. Market
Refers to the consumers
and customers for the
goods and services
produced by an
enterprise.
Also refers to the place
or location where
exchange og goods and
services take place

3. Marketing
All the activities involved
in providing customer
satisfaction by facilitating
the exchange of goods and
services from where they
are produced to the
ultimate user.
Produce goods or provide
services according to the
preferences of buyers
making up your market.

4. Marketing Segmentation
The process of
classifying the
market
Consumers are
numerous and
have varied
buying motives
and habits
Useful in the
preparation of a
business/marketin
g plan

5. Marketing Mix

6. Product
Refers to what the
company sells
Could be tangible
product or
intangible service

7. Promotion
Activities that tell or inform
potential buyers about the
product
It encompasses all forms of
communication that a firm
chooses to use
The objective of promotion
is to inform and influence
the attitude of prospective
buyers favorably towards
the
product

8. Promotional activities become necessary
when:
Competing products in
your target market are
alike
Buyer’s awareness of your
product and its features
are minimal
Products to be sold are
on self service or mail
order basis

9. 5 forms of Promotion:
Personal selling
Advertising
Sales promotion
Point of purchase/product
display
Publicity

10. Personal Selling
Involves face to face
selling through oral
conversation
May take the form of sales
calls by company
representative, sales clerk
or invitation to a dinner
E.g. Door to door selling by
Euroclean man

11. Advertising
Any paid form of
presentation and
promotion of ideas, goods
or services by an
identified sponsor
E.g.
- Tri media (print, radio
and television)

14. Sales Promotion
Continually creates and applies
reinforcing materials and
techniques to increase the
affectivity of salesmen, distributors
and dealers to sell the product
E.g.
Wrappers of the product as an
entry to a raffle, Free samples, Buy
one take one offers, Money refund
offers, Discounts, Demonstrations,
Taste tests

15. Point of Purchase/Product Display
Enabling buyers to see,
feel and smell products
E.g.
Attractive Displays

16. Publicity
Takes the form of news
releases, public appearances of
company officials and
participation in industry wide
publicity efforts
Also known as “free
advertising”
It is less readily be controlled
E.g.
publicity material sent to the
radio/newspaper may or may
not be used

17. Place/Channels of Distribution
Market
intermediaries the
product goes
through before it
reaches the ultimate
consumer

18. MANUFACTURER
Direct
Door-to-
Door
Mail Order
Company
Store
Retailer
Department Store
Supermarket
Discount Store
Mail Order House
Wholesaler
Full Service
Limited
Service
Agent
Middlemen
Broker
Sales Agent
CONSUMER

19. Price
Value placed on
goods and services
offered to the public

20. Factors that affect pricing decisions:
Cost of making the product
Marketing and
administrative costs
Prices of competitors
Ability of target customers
to pay
Supply and demand
situation
Image of the company

21. PRICING PRODUCTS
Factors to consider
when setting prices:
1. Internal factors
(marketing
objectives,
marketing mix
strategy, costs and
organization)

22. TYPES OF COSTS
Fixed costs
- costs that do not
vary with production
or sales level
Variable costs
- costs that vary
directly with the level
of production
Total Costs
- the sum of the
fixed and variable
costs for any given
level of production

23. 2. External Factors (the
nature of market and
demand, competition
and other
environmental
elements)

24. PRICE ADJUSTMENT STRATEGIES
Cash discount
Quantity discount
Functional
discount
Seasonal discount
Allowance