Marketing involves exchanging value between buyers and sellers through the 4 P's of product, price, place, and promotion. It aims to satisfy customer needs and wants to create transactions. Both individuals and organizations can perform marketing through business-to-consumer, business-to-business, or consumer-to-consumer exchanges. Marketing affects various stakeholders like customers, suppliers, and society. It creates value for all participants in the exchange.

1. Understanding the
fundamentals of
marketing

3. Marketing
Marketing creates value
through the 4 P’s
Product, Price, Place, and
Promotion
Marketing entails an
exchange
Marketing can be
performed by
individuals and
organizations
Marketing is
about satisfying
customers’ needs
and wants
Marketing affects
various stakeholders

4. Marketing entails an
exchange Marketing is all about exchanges, An ‘exchange’
is the trade of things of value between the buyer
and the seller so that each is better off as a result.
Communications and Delivery
Customers/ Consumers
(buyers)
Money and Information
Goods/ Services Producers
(sellers)

5. Marketing is
about satisfying
customers’ needs
and wants
Marketing is about meeting the wants and needs
of customers. For the marketplace to be
successful it must know what and who the target
market is and how to meet their needs and
wants.
In Marketing, the easiest way to increase profits and sell
more products or services is to satisfy customers
Marketing is and creates transactions for exchanging goods
and services for value and thus creates satisfaction to the
buyer’s needs.

6. Marketing can be
performed by
individuals and
organizations
Think of this, what if everything you ate, everything you
used, even what your clothes are made out of had to be
bought by you straight from the producers or
manufacturers? It would be a mess, right?
Lucky enough for us, ‘marketing intermediaries’ such as
retailers accumulate merchandise from producers in large
amounts
Business-to-Consumer
(B2C) marketing :
Business-to-Business
(B2B) marketing :
Consumer-to-Consumer
(C2C) marketing :
“The Process by which
businesses sell to
consumers”
“The Process of selling
merchandise or services
from one business to
another business”
“In which consumers sell
to other consumers”

7. Marketing affects
various stakeholders Now what and who does Marketing really affect?
A lot of people think marketing only affects
products/services or the consumer/clients. But
to your surprise, it affects Stakeholders (ex.
Supply chain partners and society at large.)
In Marketing, stakeholders are very important in the ‘cycle
of marketing.’ Stakeholders are people or groups who
influence a company such as the employees, suppliers, and
shareholders.
Stakeholders are fundamental to the way a company
functions

8. Marketing creates value
through the 4 P’s
Product, Price, Place, and
Promotion
Now one of the most important things to know
about marketing is the 4 P’s
Sounds a little strange when you hear it like that
but here are the 4 P’s you need to know about
marketing.
Promotion
‘Communicating value’
Product
‘Creating value’
Place
‘Delivering value
Price
‘Capturing value
“To create value by
developing a variety of
offerings, including goods,
services, and ideas to
satisfy customers’ needs.”
“Everything has a price,
‘price’ is everything the
buyer gives up, like money,
time, and/or energy – in
exchange for the
product/service
“Represents all the
activities necessary to get
the product to the right
customer when that
customer wants it.
“Is communication by a
marketer that informs,
persuades, and reminds
potential buyers about a
product or service to
influence opinions.

9. Marketing creates value
through the 4 P’s
Product, Price, Place, and
Promotion
Now one of the most important things to know
about marketing is the 4 P’s
‘Creating value’ ‘Capturing
value’
‘Delivering
value
‘Communicating
value ’