This document provides an overview of marketing principles and definitions. It discusses that marketing is the process of creating and exchanging value with customers. Marketing involves identifying customer needs and communicating, delivering, and exchanging offerings to meet those needs profitably. It defines marketing as an activity, set of institutions, and processes that create and deliver value for customers and society.

1. Principles of
Marketing
By:Ma'amCarla

2. Definition ofMarketing
The MarketingSystem
Today's
Discussion
What isMarketing
01
02
03

3. Subject
Overview
Starbucks:WhyItIsin the
Real EstateBusiness

4. Subject
Takeaway
Marketing is all about creating value
throughthe exchangeprocess.

5. Itis a process that beginsright at the moment
when an aspiring entrepreneur or business
development manager realizes that there is an
opportunity to build upa business.
arketing
M
What is
?

6. It is an integrated field that needs the
involvementand support of all the other fields
of management.
arketing
M
What is
?

7. arketing
It is all about
communication.
M
What is
?

8. Hesaidthatthe
aim of
marketing isto
make selling
superfluous.
Peter Drucker

9. Definition of
Marketing
01
02
Itis the activity, set of institutions,
and processes for creating,
communicating, delivering, and
exchanging offerings that have
value for customers, clients,
partners, and society at large.
It is an organizational function
because it is a core task that is
expectedof a modernorganization,
whether it operates for profit or
not.

10. Defintion of
Marketing
03
04
05
It is a set of processes.
It is the delivering of
value to customers.
It is a give and take
relationship.

11. Examples of Exchange
Transactions
Politicians offer promises and
hope to potential voters in
exchange for their votes that
bring them to office.
TV stations broadcastsoap
operas to homes in exchange for
viewers watching the ads that in
turn would provide profit for the
stations.

12. Examples of Exchange
Transactions
Facebooks offers its services to its million of users for
free in return for the users allowing paid ads to
occasionally show up in theirfeeds.

13. Kotler and
Keller
Marketingis about meeting
the needsprofitably.

14. Examples of
Products:
01 Amusement Parks
02 Applications onSmartphones
03 Banking Services
04 Coffee Shop
05 Hotel Accomodations
06 LegalAdvice

15. Examples of
Products:
07 Musical Bands
08 Pet Care
09 Radio Stations
10 Social Media Sites
11 Telecommunications
12 Television Programs

16. The Marketing System

17. Strategic
Marketing
Customer
Segmentation
Target
Market
Selection
Value
Positioning

18. Mar
Tactical
D
keting: Value
eployment
Product and
Service
Design and
Development
Pricing
Distribution
and
Logistics

19. Mar
Tactical
Co
keting: Value
mmunication
Sales Force
Strategies
Sales
Promotion
Strategies
Advertising

20. Y
Thanks For
our Attention
AnyQuestion?