The document provides an overview of marketing, defining key concepts such as the social process of exchanging value and the strategies marketers use to meet customer needs. It emphasizes the importance of ethics, social responsibility, and modern marketing characteristics, including the necessity for technology savviness and a global perspective. Additionally, it discusses the 4Ps of marketing and the holistic marketing approach to create better customer relationships and achieve organizational objectives.

1. Introduction to Marketing

2. Objective of the day
 Definition of Marketing
 Definition of Marketing terms
 What Marketers do?
 Ethics in Marketing
 Social Responsibility in Marketing
 Characteristics of a Modern Marketers
 The 4P’s of Marketing

3. What is Marketing?
 A social process by which individual. groups
obtain what they need and want through
creating, offering and freely exchanging
products and service of value with others
 Marketing is meeting the needs profitably
 the process of knowing and understanding the
customer desire to obtain a product or service
that fits them well.
 The transportation of goods form the point of
products to the consumers and all transaction
involved in getting goods from the producers
to the consumers.

4. Terms in Marketing defined:
 Strategies and Tactics – strategies are direction
the marketing effort takes over some period og
time while TACTICS are actionable steps or
decisions made in order to follow the strategies
established.
 Identify – involves effort needed to gain
knowledge of customers, competitors and
markets
 Create – competition, forces marketers to be
creative people.
 Maintain – consistent marketers’ efforts to attract
custoemr do not end when customers make a
purchase.

5. Terms in Marketing defined:
 Satisfying relationship – the key objective
of marketers of helping build a good
relationship between a marketer and a
buyer.
 Value for both customer and marketers –
value refers to the perception of benefits
received from what someone must give up.
For customers; its their money and for
marketers ; it s their products and services.
 Needs are basic human requirements to
live
 Wants are luxury directed to specific
objects. services that might satisfy the
need

6. Terms in Marketing defined:
 Demand – the wants for specific
products backed by an ability to pay.
 Exchange - Get something by offering
something in return
 Transaction – an exchange between two
things of value on agreed conditions,
time and place of agreement.

7. Terms in Marketing defined:
 Target market – consist of customers
identifiesd as possessing needs the
marketer believes can be addressed by the
marketing efforts.
 Products – cosist of tangible or intangible
solution to the market’s needs
 Promotion – a means for communicating
information aobout the marketing
organization’s products to the market
 Distribution – the methods used by the
marketer that enable the market to obtain
products]
 o

8. What is Marketed?
 Goods
 Services
 Events
 Experiences
 Persons
 Places
 Properties
 Organization
 Information
 ideas

9. Concept under which firms conduct
marketing activities
 Production concept – prefer products that are widely
available and inexpensive
 Product concept – favor those product that offer the
most quality, performance and innovative features
 Selling concept – customers being left alone will not buy
enough of the organization ‘s products. The aim of the
company is to sell what companies make rather than
what the market wants.
 Marketing concept – customer-centered, sense and
response philosophy
 Holistic Marketing Concept – based on the development,
design and implementation of marketing programs,
process and activities
 Societal Marketing Concept – Organization’s task is to
determine the needs, wants and interest of the target
market and to deliver the desired satisfaction more
effectively and efficiently than competitors

10. The Four (4) Holistic Marketing
1. Relationship Marketing – building long term mutually
satisfying relations with customers, supply chain
and distributors in order to retain their long term
preference and business.
2. Integrated Marketing – tools that an organization
use to pursue its marketing objectives, the 4P’s
(product, price, place and promotion) and the 4C’s
(customer solutions, cost, convenience, and
communication)
3. Internal Marketing – marketing strategy that applies
to all people inside an organization.
4. Socially Responsible Marketing – cause and effect if
marketing clearly extend beyond the company and
the customers, code of ethics, environment, legal
and community.

11. What Marketers do?
 For profit-organization, marketers are task to bring
revenue
 For non-for-profit organization, marketers task is to
attract more people to support the cause for raising
donations.
 Developing products that satisfy needs, including
products that enhance society’s quality of life.
 Creating a competitive environment that helps lower
product prices
 Developing product distribution systems that offer
access to products to a large number of customers and
many geographic regions.
 Building demands for products that require organizations
to expand their labor force

12. Ethics in Marketing
 Business Relationships – must not take unfair
advantage of others through manipulation,
concealment, abuse of privileged information,
misrepresentation of material facts or any other unfair
dealing practices
 Offering Gifts to clients – may not furnish or offer to
furnish any gift and is of more than token value or that
goes beyond the common courtesies.
 Receiving Gifts from Clients – must never request or
ask for gifts entertainment or any other business
courtesies.
 Business Communication – should take care to avoid
exaggeration, colorful language, guesswork, legal
conclusions and derogatory remarks or
characterizations of people and other companies.

13. Social Responsibility in Marketing

14. Characteristics of a Modern
Marketers
 Basic Business skills – include problem analysis of all
successful business people.
 Understanding Marketing Impact – must realized that
marketing decisions are not made in isolation and that
decisions made by the marketing team that can lead
to problems for others.
 Technology Savvy – must understand the use of
technology in two ways: a.) must be skilled in
technology as part of everyday activities and b.) must
understand the emerging technology and applications
in order to sport potential business opportunities
 The need for Global Perspective – marketers selling
internationally must understand the nuances of
international trade and cultural differences that exist
between markets
 Information seeker – marketers must maintain close
contact with these changes through a steady diet of

15. Opportunities for Questions!!!