Principles of Marketing

2. Principles of
Marketing

3. - MILAN KUNDERA (A Czech writer)
“Business has only
two functions ---
Marketing and
Innovation.”

4. Objectives:
At the end of the discussion, the learners
are expected to:
A. Define and understand the basic concept
of principles of marketing.

5. B. Knows the marketing goals.
C. Appreciate the traditional and
contemporary approaches of marketing.

6. NEED
10.These includes food, clothing, warmth,
safety, and the point of deprivation of
human being.

8. Nokia Corporation is a Finnish
multinational telecommunications,
information technology, and consumer
electronics corporation, established in
1865.

9. Main headquarters - Espoo, Finland,
in the greater Helsinki metropolitan
area, but the company’s actual roots
are in the Tampere region of
Pirkanmaa

10. Why was Nokia unsuccessful?
Cocky leadership
Lack of vision
Inferior technology

11. Why was Nokia unsuccessful?
They ignored customer’s feedback
Lost customer’s loyalty
Failed to keep up with evolving services
and tech.

12. Important lesson:
Never stop
learning; never
stop growing;

13. MARKETING
(Marketing Association)
 Is 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.

14. MARKETING
(Society’s perspective)
 It is a societal process where individuals
and group obtain their needs and wants
through marketing efforts such as creating,
offering, and exchanging products and
services.

15. The Cyclical Presentation of the Basic Concept of Marketing

16. Need is a necessity of humans since they
cannot survive without them.
Want is considered a luxury of humans. It is
shaped by culture or through the
personality of an individual.

17. Demand

18. Goals of Marketing
1. Plan and apply customer driven strategies.
2. Establish and maintain customer
relationships.
3. Emphasize customer value to capture more
profits.

19. 4. Capture value transaction for the welfare of
the society.
5. Initiate innovation of products and services
to give quality of life.

20. 6. Know the market, understand, and satisfy
their changing preference.

21. Three Traditional
Approaches to
Marketing

22. Traditional Approaches to
Marketing
1. Production Concept. Assumes that consumers
preferred products that are widely available
and offered at affordable prices.

23.  It focuses on improving production efficiency
by reducing production costs that lead to lower
price.

24. 2. Product Concept. Assumes that consumers
preferred high quality and innovative
products. It focuses on enhancing product
attributes and features.

25. 3. Selling Concept. It emphasizes more on a
large scale of promotion.
 The market needs to be persuaded in different
aggressive selling and promotional strategies.
 This is directed to sell products produced by the
manufacturer rather than trading products based on
the market needs and wants.

26. Three Contemporary
Approaches to
Marketing

27. Contemporary Approaches to
Marketing
1. Marketing Concept. The focal point of this
concept starts with the market needs and
wants as bases for the company’s production
of product by integrating marketing efforts
which will result to profit through customer
satisfaction.

28. 2. Relationship Marketing Concept. The goal of
this concept is to establish, strengthen and
maintain long-term relationships with the
customers.

29. 3. Societal Marketing Concept. This concept
does not limit only in understanding market
needs and wants but satisfying them without
hampering the welfare of the society.