PRINCIPLES OF MARKETING

Grade 11 ABM Subject, 3rd Quarter, 2nd

Semester, SY2020-2021
SCHEDULE FOR THE 3RD QUARTER

PRINCIPLES OF MARKETING
Time: 1:00 TO 2:30 pm Monday to Friday
Days:

MWF – SYNCHRONOUS CLASSES

TTh – ASYNCHRONOUS CLASSES
Number of Weeks = 8 Weeks
 Good listening ears;
 Bright eyes to focus;
A beating heart to sustain the online class;
A willing mind that thinks and follows instructions; and
A healthy body so all outputs can be submitted on time.
 PLUS…
 Your book in Marketing ☺

REQUIREMENTS
Principles of Marketing will require you to accomplish the following
and its corresponding rating will be:
 Written Works = 30%
 Performance Tasks = 50 % (includes: attendance, class
participation and behavior)
 Tests/Exam = 20%
 TOTAL = 1 00%

GRADING SYSTEM
 Unit 1 – Marketing Principles and Strategies
 3 Lessons
 Unit 2 – Building Customer Loyalty Through Customer Service
 2 Lessons
 Unit 3 – Market Opportunity Analysis and Consumer Service
 5 Lessons
 Unit 4 – Developing The Marketing Mix
 4 Lessons
 Unit 5 – The Marketing Planning Process and the Marketing Plan

TABLE OF CONTENTS
At the end of the lesson, The students will be able to:

 Define and understand marketing;

 Illustrate the utility concept of marketing;
 Identify
the characteristics of a marketing
organization;
 Describe
the traditional and contemporary
approaches to marketing

OBJECTIVES OF LESSON 1- MARKETING

AND ITS TRADITIONAL APPROACHES
For Asynchronous Class - An online
reading activity:
 Basics of Marketing by Prof. Ramkrishna Dikkatwar
 http://cms.sinhgad.edu/media/365810/sample%20notes%20of%2
0basics%20of%20marketing.pdf

MARKETING DEFINED
 Market

 Marketer

 Customer

 Consumer

 Exchange

 Transaction

 Buy and Sell

 Personal Selling

MARKETING TERMS
 1.the action or business of promoting and selling
products or services, including market
research and advertising.-from the Oxford Languages
2. It 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. ( Approved 2017) from:
https://www.google.com/search?client=opera&q=Definitions+o
f+Marketing&sourceid=opera&ie=UTF-8&oe=UTF-8

WHAT IS MARKETING?
 1. Form Utility
 2. Place Utility
 3. Time Utility
 4. Possession Utility

THE UTILITY CONCEPT OF MARKETING

DEFINITIONS OF UTILITY
CARDINAL AND ORDINAL UTILITY
Marketing organization refers to the department in a business,
company or corporation that ensures the smooth flow of
marketing plans, policies and programs that monitor all sales
activities, customer services, and distribution and promotion
efforts.
 1. Consumer Content
 2. Company Capabilities
 3. Communication
 4. Competition
 5. Cross-functional Contact and
 6. Community Contact

THE SIX CS OF MARKETING

ORGANIZATION
 1. Production Orientation concept/approach
 2. Product Orientation concept/approach
 3. Sales Orientation concept/approach

TRADITIONAL APPROACHES TO
MARKETING
 The basic focus of a company with a production
orientation is toward maximizing production output.
Under a production orientation, a company is
succeeding when it is manufacturing as many
products as possible at the cheapest possible price. In
contrast, a company with a marketing orientation is
squarely focused on the consumer. Market-oriented
companies respond to marketing research and tailor
their products in accordance with what they perceive
to be the demands of the market.

BASIC FOCUS
 Production orientation and marketing orientation describe different
stages in the evolution of modern business marketing. Until the early 1900s,
many products were scarce and companies could therefore sell as many
as they could make.
 Thismade advertising and marketing research relatively unnecessary; the
way to make money was to manufacture a lot of goods as inexpensively
as possible.
 Most companies began to adopt a marketing orientation during the
1960s. Many companies were manufacturing the same types of product,
and customers were able to choose between them; therefore,
companies needed to distinguish themselves from their competitors by
branding, advertising and introducing new and better products.

STAGES
 Although the decision isn’t always completely binary, many
business owners find that they must choose between focusing
on the quality of their products and services or focusing on
the efficient production of their products and services.
Although these concepts are closely related in that they both
deal with the product you are selling to your targeted
audience, you employ different strategies to achieve your
desired goals.
 Forexample, product orientation requires a well-executed
product-oriented marketing strategy, whereas professionals
with expertise in mass manufacturing are typically involved in
production orientation.

DIFFERENCE BETWEEN PRODUCT ORIENTATION AND

PRODUCTION ORIENTATION
 The product-oriented definition is malleable, but in general, it means your
business is more concerned with meeting the wants and needs of your
customers than with making as many products as possible in an
inexpensive and efficient way. In other words, ensuring that your product is
tailored to what your customers want, even if it means constant reinvention,
is the hallmark of the product-oriented definition. If you decide to
implement a product orientation strategy, you must ensure that you offer
unique benefits to consumers.
 In fact, product-oriented marketing works best when you can articulate
the distinction regarding what your product does better than the
competition's. A product orientation strategy also means that you must
constantly keep pace with the changing needs of your customers. As a
result, it’s difficult to succeed without a strong product-oriented marketing
strategy. The main advantage of a product-oriented approach is that you
will always be responsive to what your customers want, which can help
your company create a profitable niche in your industry.

PRODUCT ORIENTATION ELEMENTS

 Incontrast to the product-oriented definition,
production orientation is an approach that focuses on
the manufacturing and production process. If you
choose this strategy, you don’t worry as much about
your customers wants and needs as you do about
making the highest-quality product as cheaply and
quickly as possible.
 You do so with the belief that if you create a good
product at an affordable price, your customers will
buy it, regardless of whether it meets their every want
and need.

PRODUCTION ORIENTATION ELEMENTS

 One notable production orientation example is fast food
restaurant chains such as Burger King and McDonald’s, which
focus on making thousands of burgers a day at a cheap price. If
you own one of these franchises, your goal isn’t to sell the best-
tasting burger in the industry; it’s to make a decent burger at an
affordable price that will keep customers happy. Another
production orientation example is the insurance business.
Insurance agencies sell a wide variety of products without
worrying about customer demand, because their focus is on
offering good products at a price point that a majority of people
will find appealing. A third production orientation example is Ford
Motor Company, which makes cars based on its own research
and quality standards, and mass-produces vehicles that millions
of people buy throughout the world.
 The main advantage of a production-oriented approach is that
you are constantly revising and improving your product to be the
best it can be at the lowest price possible.
 The major difference between these two concepts is that a product
focus reaches outward to consumers to assess and meet their wants
and needs, whereas a production focus is geared inward to
manufacturing the best product at the cheapest price regardless of
customer wants and needs. It’s also important to understand that you
will use different tools to achieve each of these goals. If you’re pursuing
a production orientation strategy, some of the tools necessary for
success include product research, product testing, and product
pricing.
 If you’re pursuing a product orientation strategy, you will use tools such
as market research, market testing, and assessing product benefits.
Another difference is that a production-oriented approach typically
results in higher sales volume, because the demand for these mass-
market products is typically higher than it is under the product-oriented
approach.
PRODUCT ORIENTATION AND PRODUCTION
ORIENTATION DIFFERENCES
 Marketing theory has undergone several changes
since the birth of capitalism. There are several
marketing terms that describe the primary focus of a
company's energy and theories behind a certain type
of business model. Marketing orientation and
production orientation are two of these terms.
 Source: https://smallbusiness.chron.com/differences-between-
marketing-orientation-production-orientation-31092.html

DIFFERENCES BETWEEN MARKETING

ORIENTATION & PRODUCTION
ORIENTATION
A business with a marketing orientation is essentially
led by the needs of its customers. Marketing research
outcomes determine how much of a product is
produced--old products may be discontinued and
new products invented based on the needs or desires
of consumers. In contrast, a production-oriented
company does not pay close attention to the needs
of its customers and is focused primarily on making the
maximum number of products. If customers are
dissatisfied with its product, a business with a
production orientation is more likely to look for a new
set of customers than to alter its product.

APPROACH TO CUSTOMERS
A production-oriented company does not focus a
great deal of energy on advertising. A business with a
production orientation sees itself as fulfilling a need
and assumes that as long as customers are aware of
their product and can afford, they will buy it. In
contrast, market-oriented companies spend a great
deal of money on advertising. A market-oriented
company carefully cultivates a brand in the minds of
potential customers in an attempt to influence them
to buy its products instead of a competitor's products.

APPROACH TO ADVERTISING
Objectives of the Lesson: At the end of the lesson, the
students will be able to
1. Enumerate and discuss the goals of marketing
2. Explain the importance of the goals through specific
examples.

LESSON 2 – THE GOALS OF MARKETING

 Brand
 Brand Awareness
 Lead volume
 Sales lead
 THOUGHT LEADERSHIP

MARKETING TERMS
 GOAL OF MARKETING
 The
goal of marketing should not be confined to just
making a sale; it should also be about SATISFYING
COSTUMERS’ NEEDS AND WANTS.
 1. Building Brand Awareness
 2. Supporting High Sales Lead Volume
 3. Establishing Thought Leadership
 4. Boosting Sales
 5. Increasing Brand Engagement

THE COMMON GOALS OF MARKETING

IN THE AGE OF ICT
S.M.A.R.T. GOALS
 At the end of the lesson, the students will be able to:
 1.Identify and explain contemporary marketing
approaches and;
 2.discuss how companies implement these
approaches.
 3. Discuss Maslow’s Hierarchy of Needs.

LESSON 3 – CONTEMPORARY OR
MODERN MARKETING
 Browser
 Domain name
 Operating system (OS)
 Organic search
 Search engine

MARKETING TERMS
 Digital Concept
 Search Engine Marketing
 Marketing Concept
 Societal Marketing Concept
 Relationship Marketing Concept
 Social Marketing

CONTEMPORARY CONCEPTS OF
MARKETING
2ND ASYNCHRONOUS CLASS (JAN.8,
2021)

A. Search for Abraham Maslow’s Hierarchy of Needs.

 Draw the triangle of needs with your own personal needs and
wants.
2. Make a short reflection on this lesson, do you think there are
changes that need to be included in this hierarchy?
Please submit your output to your group leader on or before 5pm
tomorrow.
B. An Online Reading Activity (by group)
Seven Functions of Marketing and Characteristics of an Effective Marketing Mix
 Small Business Advertising & Marketing| marketing
ByJeremy BradleyUpdated January 25, 2019
 https://smallbusiness.chron.com/seven-functions-marketing-56980.html

 Discussion Questions: (to be answered by group)

1. What are the 7 functions of marketing according to the article?
2. What is the #1 function? discuss and give 1 example you have in mind.
3. Among the mentioned 7 functions of marketing, which to you is the most
important and why?
4. What are the components of a marketing mix?
5. Why is it important to know the characteristics of an effective marketing
mix? Explain.