Introduction to marketing

2. Overview
• This chapter will focus on marketing and its
various concepts and variables. It will include
discussions on the focus of marketing process
which is "exchange" as well as the concepts
involve in marketing management which will
aid in the achievement of OBJECTIVES the
objectives set upon by the company.Discuss
marketing and As the lecture progresses,
themarketing mix. chapter will also show
figures onIllustrate the two the approaches of
marketing whichapproaches in marketing. will
make the readers becomeDefine related
concepts in more knowledgeable on how
these marketing. approaches could improve
one's understanding along the said field.

3. Learning Objectives:
1. Discuss marketing and marketing mix
2. Illutrate the two approach in marketing
3. Define related concept in marketing

4. Exchange: Focus in Marketing Process
The focus idea in the process of marketing
is "exchange" which means at least two
parties should be involved wherein the
first party is the product or service
provider while the second party is the one
who needs such and pay for it. In other
words, through marketing the consumers
need and wants will be identified,
anticipated and provided that may result
into gratification and satisfaction for both
parties (the service/ product provider and
the service/product recipient) due to
being able to meet the demands.

5. Exchange as an Aid in Product Enhancement
There are four important aspects
to consider in marketing utilities
which significantly affect the
product enhancement to be
delivered to the consumer the
market exchange process for
convenience,Specifically, these
utilities are known as form, time,
place and passion.

6. Form.
With the creativity of the
producer, "modifications" be
integrated in the present design
of the product to suit the
demand of time, e.g., adding
additional features to the laptop
to cater the multi-tasking
activity of the users.

7. Time
• Assurance of the availability of
the services or products for the
customers is the main point of.
time utility. It further means that
the while the demand is high the
market should be able to meet
it.

8. Place.
Convenience for consumers at
present time is of prime
importance. It cannot be denied
the millennials of today who
comprise the bulk of buyers are
exposed to "on-line" marketing
which entails them to save energy
by not walking or travelling for
hours or less to go to market and
buy the products they want. Being
at a secured place will make them
feel happier and more satisfied.

9. Possession.
Transfer of ownership with ease is
the idea behind the possession
utility. The use of credit card in
purchasing commodities can be
the example that we can cite
under this type of marketing
utility.

10. Marketing Concepts
In studying marketing, it is
essential that the fundamental
marketing concepts be defined
or be described. These
concepts will help someone
understand and learn better
the succeeding topics of the
course.

11. Marketing involves a process wherein the
activities within it usually focus On
promotion of buy and sell of products and
services.
Market is place whereby marketing
transactions occur. The two signicant persons
involve (the buyer and seller) may have a
direct (face to face interaction) for
product/service exchange or indirectly
(through a virtual or online transaction).
Principle may refer to a philosophy, an
accepted truth or law that may serve as a
guide in one's action or behavior so that a
certain goal or objective can be achieved.

12. Related Marketing Management Concepts
Change in the 21st century change fast and
business sector is not exempted, however, some
of the identified core concepts definitions are no
affected. to mention a few these include the
product concept, selling concept, marketing
concept and social consept.

13. Product Concept
• The fist concept is an orientation of the standard or Quality
Consumers usually patronize products or services that meet their
expectations (like durability, length of usability amnong others)
regardless of the price. It implies that once a product will be able to
establish a name in the tuavket despite of prusence of other products
of the same kind, they will look for it which entails lesser effort in
selling said product. Hence, the uniqueness of the product can be
best considered in product concept.
• So for a certain company, they very particular in establishing their
own quality-standard which will serve as their “identity” which
means that customets will always ask for the said brand because of
the good experience that they gained in using such product,

14. Endorsements and pmmotions usually inctvase
product and service sales because people
(consumers) who oriented and become of the
companies' product and services will certainly
buy and use such. Selling concept answers the
"how" or tnarketing strategy against it
competitors.
Selling Concept
In this aspect, the role of the product
endorsers and promoters ate very crucial since it
is in their hands where the trust in using a
product or service lies, that is Why their
credibility is highly valued because they are in
the best position to influence the viewers who
ate usually the households.

15. The selling concept focuses on increasing sales and revenue, regardless
of customer needs. The primary goal of this approach is to persuade
the consumer to buy a product. For example, a confectionery
manufacturer might rely on a sales concept to sell more goods
Unlike the marketing concept, which seeks to understand consumer
needs, the selling concept seeks prospects and sells the product's
benefits. While marketing concepts might focus on developing new
products, the selling concept assumes the product won't sell without a
significant sales effort.
The selling concept is based on the premise that the customers won't
buy goods/services of your brand unless you perform sales and
promotional activities at a large scale. Therefore, businesses and
companies should carry out promotional and marketing activities to
accelerate their product in the market.

16. Marketing Concept
•This concept is more on adapting the product or service based
preferences, tastes and lifestyles of people from different
walks Of life.
•Is trying to analyze what fits to the group of buyers.
•Marketing concept is an important variable in determining
percentage of users on a product or service being developed
by the mar that is why within this concept "research" comes in
to fit in to the needs desires and wants of the buyers.

17. • The Marketing Concept is preoccupied
with the idea of satisfying the needs of
the customer by means of the product
as a solution to the customer's problem
(needs). The Marketing Concept
represents the major change in today's
company orientation that provides the
foundation to achieve competitive
advantage.
• It further explains that suiting the
products and services to the demands of
the households will definitely be a
significant part in this concept.

18. Societal Concept
• It takes into consideration the long-term social
responsibility of the product or service to its
customers. This is providing an "idea of
balance' or the application of the "win-win"
relationship that promotes common good for
the society, the buyer and the company as
well.
• Thus, the value of a product or service should
be taken into consideration since this has
something to do with the longevity in
providing the satisfaction and usefulness of
the said product or service to deliver the
potential requirement of the households for
their day to day life.

19. Approaches in Marketing
•Both the identified approaches consist of
product: development, engineering,
production, marketing and distribution in
relation to its creation and launch. However;
they vary in terms of its approach as
illustrated below.

20. Traditional Marketing Approach
• This approach is characterized
by a substantial step by step
process of marketing which
starts from development,
engineering, production,
marketing and distribution of
goods and services.

21. Integrated Marketing Approach
This approach can be described
as a way of delivering a well-
aligned and coordinated market
organization for the purpose of
establishing constant
(consistent), ideal (seamless) and
customer-focus
(customercentric) content
experience for involved units and
channels.

22. Integrated Marketing Approach
It can be deduced in the two identified
marketing approaches that the traditional
marketing approach takes the steps as
significant in proceeding to the next step which
implies that prior to moving to next step or
level the implementation of the first step is a
must which is in contrary with the integrated
marketing approach which explains that all the
variables involve will be considered as a
separate entity that plays a significant role in
attaining the department's objectives for
success.

23. MARKETING MIX
• It is defined as the proper combination of business ingredients. In
simple terms, it is putting an appropriate product at the right place
at right time and right price.it is often related to the four Ps or
marketing (see figure 1.3) by E. jerome Mccarthy in 1960( is the
marketing professor at Michigan state Univeristy, and a povital
figure in the development of marketing thinking) include product,
place, price and promotion; the seven Ps of servicde marketing (see
table 1.1) such as product,place,price, promotion, people,
processes, physical environment and with the inclusion of the “four
Cs” by Robert F. Lauterborn in1990 is the James L knight Professor
of advertising in the School of Journalism and Mass Communication
at University on North Carolina at chapel Hill.

24. Product Place Prmotion People Process Physical
Environment
• Design
• Technilogy
• Usefulness
• Convenience
• Value
• Quality
• Packaging
• Branding
• Accesories
• Warranties
• Retail
• Wholesale
• Mail Order
• Internet
• Direct Sale
• Peer To
Peer
• Multi-
Channel
• Strategies
• Skimming
• Pnetration
• Psychologic
al
• Cost Plus
• Loss Leader
• Special Offer
• Advertising
• Endorsements
• User Trials
• Direct
Mailings
• Leafflets/Post
ers
• Free Gifts
• Competitions
• Print Ventures
• Employee
• MAnagem
ent
• Culture
• Customer
• Services
• Especially
relevant to
service
Industries.
• How are
services
Consumed
• Smart
• Run-down
• Interface
• Comfort
• Facilities
7Ps of serving marketing

25. 4Ps of marketing mix

26. Cost
Consumer wants
and Needs
Communication
Convenience
4Cs of marketing
model

27. The 4Cs of marketing model (Figure 1.4) shows that the market should
be able to meet the households' needs along cost, consumer wants and
needs, communication and convenience. Households are willing to pay
high costs provided the quality passed the standards of the products and
services that they desire (i.e., durable, long-term usability, performance,
speed). On the other hand, the consumers' needs and wants must also
be given emphasis to meet the market demands and meet the
expectations of the customers. Within the same model, communication
is an essential element because without it there will be interaction
between and among the suppliers and buyers which aid in a better
business understanding. On the same manner, convenience is of high
priority since at the present era making things easier for the customer
means decreasing time, money and effort. Hence, the model will be very
significant in the life of businessmen.

28. Overview
In every aspect of life decisionmaking
plays a vital role since it has an impact
on the end-result of one's action. Wise
consumers usually consider many
factors. This chapter deals in the
purchase decision process in the
purchase decision process of
consumers as well as the factor that
affect their buying behavior.
Chapter 2
CONSUMER BEHAVIOR
OBJECTIVES
 Illustrate the purchase decision process.
 Distinguish the various
Purchase Decision factors affecting consumer
Processbuying behavior.

29. Marketing is involves a lot of strategies as the
saying goes simply because products and services
must have the creativity element so as to attract
consumers, therefore; behavior is an important
thing to be considered. As cited in the paper of
Bicard of Auburn University at Montgomery,
Bicard—Behavior Analysts of Central Alabama &
the IRIS Center (a national center dedicated in
improving education outcomes for all children,
especially those with disabilities birth through age
twenty-one, through the use of effective evidence-
based practices and interventions) defined
behavior as something acted out by an individual
that is described as tangible, measurable and tends
to be repeated.

30. In other words, the decision of the customer or the so called purchase
decision of people must be put on top. Purchase decision may affect
one's behavior because it includes the questions on what, why, how,
how much questions (on the commodity that they are going to buy)
Purchase decision can be categorized into two specifically the minor
and major. An example of a minor purchase decision is buying a soap
while buying a car is major purchase decision. Looking at the stated
examples, the former Entails lesser process compared to the latter.
Along this line, a is evident which is known as the purchase decision
process. A process involves several careful step by step activity wherein
if followed properly will make the consumer effective and efficient. In
the paper of Munthiu (2019) a professor (assistant) and researcher in
marketing, the five stages included in the process (see Figure 2.1).

31. What
• Product/servi
ce
• Need/want
• Identification
Why
• Search for
enough
information
about the
product/serv
ice desired
Now that
• Behavior
after
purchase
• Satisfaction
What if
• Alternative
assesment on
the identified
need/want
• decision
whwther to
purchase or not
and the
intention
As reflected in Figure 2.1, a customer's decision in availing any kind of service or product is
subjected into a process. As a process it undergoes a step by step stage wherein it usually starts
with a "what" question, followed by "why", "what if" and "now what". Citing a specific example
on the personal point of view of the author, consider the significance of a handkerchief in life
because summer time causes perspiration due to hot weather condition, however; in the
absence of the said product—a facial tissue can be used as an alternative to avoid washing of
handkerchief oftentimes, at the end the question that may be posed is "did I saved?". So, as
consumer the buying-decision process is really necessary. The consumer is affected very much by
the purchase decision process. Such behavior is brought about by individual differences,
differences in family patterns, impairments, disabilities, environmental factors and psychological
factors.

32. Determinants of Consumer Behavior
For a purpose of better understanding the determinants of
consumer behavior which includes the cultural, social,
personal, psychological and economic factors as shown in
Figure 2.2. It can then be a great help for students to learn
this as cited by Assistant Professor Ramya from the
Department of Commerce from Tamil, India and Mohamed
Ali a Professor in Institute of Management Studies also
from Tamil, India (2016). Studying the consumer behavior
is of high interest in the marketing field simply because it
will be the main point to consider whether or not they will
stay long or lifetime in the business world. At present time,
shifts in the consumer behavior are highly observed.

33. Cultural
Subcultural
Social class
Cultural
Family
Reference
Role and
Status
Social
Motivation
Perception
Learning
Beliefs
Attitudes
Psychol
ogical
Age
Income
Occupation
Lifestyle
Personality
Personal
Personal
income
Family Income
Income
Expectations
Liquid Asset
Government
Policy
economi
cal
Figure 2.2. Determinants of Consumer Behavior

34. For further explanation, the cultural factors that influence
the behavior of consumers include culture, subculture
and social class. Culture involves the knowledge,
traditions, beliefs, morals, values, customs and related
habits that are commonly shared and practiced by a
society and are usually passed on from one generation to
another. It can even be considered as the way of life or
even become the thinking pattern of the people in a
certain place. Take for example the food preference of
Asian culture are different from those who are used to
live in the Western Culture.

35. Taking into account a group of people who have the same preference
due to similarity in beliefs or traditions in a specific area are portraying
"subculture". This subculture also affects the consumer behaviour. In
the Philippines, those who are living in Luzon may vary in food product
preference over those who are living in Visayas and Mindanao. Third in
row is the "social class" This refers to the standard of living as classified
based on the income as the basis of criteria wherein one's education
and occupation can be cited
as an example.Usually people belonging in the same class level or
nature of group have the same needs and demands. Those who are in
the upper class or higher bracket will surely have common kind of
services and products to avail.

36. The social factors certainly also influence the consumer's
behavior like the family which is tagged as the basic institution
in a society, reference as well as the role and status in life of a
person. The role and status of the individual will certainly
affect his buying preference.
As to personal factors, one's age, work, lifestyle, personality,
life development stage and self-concept highly influence the
consumer behaviour. Persons who are at their adolescent
stage and are characterized as out-going will have similar
patterns of behavior as a consumer of goods and services.

37. Motivation, perception, learning, beliefs and attitudes are the
identified aspects that usually affect how a consumer behave under
the psychological factor. Motivation is the inner and outer force that
influence an individual to satisfy one's desire or goal.
A product or a particular service is differently perceived by varied
individuals. One might be more valued by a consumer based on their
selection, organization and interpretation standard. Learning is any
change observed in an individual as brought about by education or
experience thus this also affect consumer behaviour along with their
attitudes and beliefs as explained in the social factors.
Economic factors can be attributed on the amount of income
received which implies that the higher the income the higher the
capability Of the individual in spending for his needs and demands.

38. Chapter 3
THE BUYING BEHAVIOR OF ORGANIZATIONAL MARKETS
Overview
Suppliers of good and service do also consume products. They
purchase materials that are necessary for them to be able to
produce commidities that are intended for distribution and are
intended for sell.
individual are not sole buyers, we do have also the so called
organizations. they can be categorized under the organizational
markets. this chapter deals on the organizational markets, buying,
its characteristics, kind of buying processes and the participants.
OBJECTIVES
 Dfine organizational markets.
 State the organizational buying and its characterisyics.
 Explain the kinds of buying processes.
 Name the participants in organizational buying process.
 Outline the purchase decision making process in organizations.
 Assess what influences organizational buyers.

39. Organizational Markets Defined
An organization is compose of peolpe who work
together to meet a common objective or goal while a
market is place qhere people meet and transact an
exchange of goods, services, using money as the main
element in availing such. Putting the two words
together , an organizational market can be formed.
often times, it is often reffered to as business markets
or industrial markets. It is a kind of market where
companies as well as individuals purchase goods and
services for related purposes in addition to personel
consumption. on the same manner, it can also be
defined as those that purchae commodities and goods
for production, redistribution, reselling purposes. for
clearer understanding the figure belows shows the
four major categories of organizational markets to wit;

40. Organizational Markets
Organizational
Markets
Industrial
Markets
Non-For-
Profit
Organization
Reseller
Markets
Government
Markets

41. Organizational Buyer Behavior
It is important to learn that market suppliers of goods and service. They need
inputs to meet the needs and demands of the consumers. Included in the list of
inputs that oraginazational markets need are raw materials, equipment, facilities,
labor and other significant services. exclusive organizational market transuctions
can also be observe in this situation wherein the activity is done between two
organizations the supplier has no direct contact with the consumer. here, the
behavior of consumer buying must be differentiated from organizational buying
because definitely their behavior vary from each other that is why “Research” plays
a significant role in this aspect. As shown in Figure 3.1 (organizational markets),
there are four identified markets here namely industrial, reseller, governmentand
non-profit.Each of the markets have unique characteristics classified according to
its purpose.

42. It is clarified that industrial markets buy products that help them
produce a new form of a product just like gravel, sand and
cement can help industrial markets form hollow blocks that are
necessary in building a house while reseller markers are often
associated with "wholesaling and retailing" of goods and other
commodities. On the other hand government markets purchase
goods and services to supply the needs of its people.
Transportation utilities which are government owned can be
cited as an example. Lastly, the non-profit organizations do also
purchase goods and services subject for distribution to those
who need the products that they have without taking into
consideration any amount of gain received from it.

43. Part IV- Enumeration
A. Four important aspects to consider in marketing utilities
B. Related Marketing Management Concepts
C. Traditional Marketing Approach
D. 7Ps of serving marketing
E. 4Cs of marketing model
Draw and enumerate the Determinants of Consumer Behavior