PRINCIPLES OF

MARKETING
Marketing Principles and
Strategies
Lesson 1 : What is marketing and its traditional
approaches?
 Cross Word Puzzle
S D M Q D A B C R T H T Y DIAGONAL HORIZONTAL
Q H I A L C A R E S O I I MARKETING TRADITIONAL
E T K C R V S F D X U S P EXPECTATIONS
T G L V B K D E G Z H D P
D T S S C O  E D O M T P E
VERTICAL
W E S T T S E T Y U I O P
NEEDS
B C V N X A N T I Y I V G
V T R A D I T I O N A L I
WANTS
N M O W R T Y U L F G H J
E X P E C T A T I O N S L
B N F G T J Y Q L P O S Z

Principles of
Correct Answer for
Cross Word Puzzle
 Cross Word Puzzle
S D M Q D A B C R T H T Y DIAGONAL HORIZONTAL
Q H I A L C A R E S O I I MARKETING TRADITIONAL
E T K C R V S F D X U S P EXPECTATIONS
T G L V B K D E G Z H D P
D T S S C O  E D O M T P E
VERTICAL
W E S T T S E T Y U I O P
NEEDS
B C V N X A N T I Y I V G
V T R A D I T I O N A L I
WANTS
N M O W R T Y U L F G H J
E X P E C T A T I O N S L
B N F G T J Y Q L P O S Z

Principles of
 What can you say
on the images
posted in the
right?

 What do you
think are the
common
characteristics of
the shown Principles of
Define and understand 
marketing

Describe the 
traditional approaches 
to marketing
Lesson 1 : What is marketing and its traditional
approaches?

What is
Marketing?
The term ‘marketing’ is usually associated
with its root word ‘market’, which
typically defined as a place where
commercial dealings, the selling and the
purchasing of goods are happening.

Principles of
Lesson 1 : What is marketing and its traditional
approaches?

What is
Marketing?
It is the integrated process by which the
product, price, place and promotion are
strategically planned and implemented to
satisfy the customer’s needs, wants, and
expectation thus, establish a mutually
beneficial relationship.
Principles of
 Lesson 1 : What is marketing and its traditional
approaches?

3 DEFINITIONS OF MARKETING that can be

considered essential to the learners in studying the
different approaches to marketing.
1 As per William Stanton in his book of Fundamentals
. of Marketing, marketing is a “total system of
interacting business activities designed to plan,
price, promote and distribute want- satisfying goods
or services to present and potential customers.”

Principles of
 Lesson 1 : What is marketing and its traditional
approaches?

3 DEFINITIONS OF MARKETING that can be

considered essential to the learners in studying the
different approaches to marketing.
The definition of William Stanton suggests that marketing
has an integrated process in which all elements in
Marketing, the Product, the Price, the Promotion and the
Place or the 4Ps of Marketing, is strategically planned to
complement one another to achieve the company’s goal.

Principles of
 Lesson 1 : What is marketing and its traditional
approaches?

3 DEFINITIONS OF MARKETING that can be

considered essential to the learners in studying the
different approaches to marketing.
For instance, when a business person plans on a
particular product to offer to potential customers, he
will also think of how much the product will be priced,
where it will be sold and how it will be promoted to
create impulsion in the market at the same time.
Principles of
 Lesson 1 : What is marketing and its traditional
approaches?

3 DEFINITIONS OF MARKETING that can be

considered essential to the learners in studying the
different approaches to marketing.
2 According to Stanton in his idea of ‘want satisfying
. goods or services to present and potential
customer.’ In a marketing perspective, creating and
offering a product based on the customer’s
dimension of satisfaction (the needs, wants and
expectations) provides a greater advantage in the
competition. Principles of
 Lesson 1 : What is marketing and its traditional
approaches?

3 DEFINITIONS OF MARKETING that can be

considered essential to the learners in studying the
different approaches to marketing.
The concept of Stanton can be supported by the definition
of marketing in the book of Fundamentals of Marketing in
the Philippine Setting by Josiah Go and Chiqui Escareal-Go,
“Marketing is the process of continuously and profitably
satisfying the target customer’s needs, wants, and
expectations superior to the competition.”
Principles of
 Lesson 1 : What is marketing and its traditional
approaches?

3 DEFINITIONS OF MARKETING that can be

considered essential to the learners in studying the
different approaches to marketing.
3 Stated in the book Principles of Marketing by Philip Kotler
and Gary Armstrong, the new sense of marketing is to
.
satisfy the needs of the customers by creating superior
customer value. Hence, “Marketing is the process by
which companies create value for customer and build
strong relationships to capture value from customers in
return.”
Principles of
Remember!
A wise marketer always considers the needs, wants,
and expectations of his target consumers in planning
and developing a product. This information is essential
in creating a product and designing marketing
strategies.
A marketer can develop a product that offers excellent
customer value, and can price, distribute and promote
it effectively, which will make it more saleable in the
market.

Principles of
 Lesson 1 : What is marketing and its traditional
approaches?
Understanding Needs, Wants, and Expectation of the
customers
 Needs- the qualifying determinants of consumers in
purchasing a product.

 Wants- the deciding factors amid various options are called

wants.

 Expectations- the beliefs of the consumers on the benefits

and advantages they will get from a product.
Principles of
 Lesson 1 : What is marketing and its traditional
approaches?

The Marketing Process

Step 1. Understand the marketplace and customers
needs and wants- the marketer should understand the
consumers by knowing what and how their needs and wants
will be satisfied.

Step 2. Design customer driven marketing strategy-

based on the consumer profile, the marketer should develop a
marketing strategy that would effectively reach and generate
favorable actions.
Principles of
 Lesson 1 : What is marketing and its traditional
approaches?

The Marketing Process

Step 3. Construct an integrated marketing program that
delivers superior value- with the selected marketing strategy; the
marketer should create marketing programs by fusing the different
element of marketing or the 4Ps, which in effect reveals the real value
for the consumers.

Step 4. Build profitable relationships and create customer

delight- establishing a profitable relationship with the customer is
critical. Thus, the marketer should apply customer relationship
management all throughout the process to generate satisfaction and
delight among the customers. Principles of
 Lesson 1 : What is marketing and its traditional
approaches?

The Marketing Process

Step 5. Capture value from customers to
create profits and customer equity- having
good customer relationship by delivering excellent
customer value increases company’s profit and
create strong customer equity.

Principles of
 Lesson 1 : What is marketing and its traditional
approaches?
Understanding Needs, Wants, and Expectation of the
customers

For Example, people buy soda because they need

to quench their thirst. However, most of them want
fruit flavored sodas instead of cola-based sodas
because they expect that fruit flavored sodas
essential vitamins, which are beneficial for their
health.
Principles of
 Lesson 1 : What is marketing and its traditional
approaches?
Understanding Needs, Wants, and Expectation of the
customers
Knowing this concept of needs, wants, and expectations of
consumers will provide a practical advantage to any enterprise.
That is why most companies conduct market research on this
before producing a product. They have to make sure that their
product is highly needed, will be wanted, and will meet the
expectations of the prospective market of the product to meet the
marketing goals of their company.

Principles of
 Lesson 1 : What is marketing and its traditional
approaches?
Through the years, marketing has been
part of people’s life. Voluntarily or
involuntarily, Individuals in the society is
exposed to make marketing because it is
Recognizing the everywhere. It may approach people in
Traditional traditional forms like in the billboards
along highways, in the brochures or flyers
Approaches to
being handed by sales persons in the
Marketing malls, in the films that being watched by
millions of moviegoers in cinema houses,
and in the advertisements on television,
radio, magazine and newspaper, or
perhaps it is being sent to mailboxes.
Principles of
 Lesson 1 : What is marketing and its traditional
approaches?

Recognizing the
Traditional
Approaches to
Marketing

Principles of
 Lesson 1 : What is marketing and its traditional
approaches?
F & A- are responsible for managing of income 
and expenses of a company. 

Recognizing the HR & Training- manages the staffing and 

Traditional training of people to be efficient and 
productive in their workplaces. 
Approaches to
Marketing Service Operations & Production- is a division 
responsible for producing the product or 
rendering services according to the 
requirements of the customers. 

Principles of
 Lesson 1 : What is marketing and its traditional
approaches?

Recognizing the
Traditional
Approaches to
Marketing

The concept of 3Cs and the relationship of its

variables

Principles of
 Lesson 1 : What is marketing and its traditional
approaches?

The 3Cs Concept is a structured

approach to marketing. The
Recognizing the relationship of its variables will show
the significant role of looking at the
Traditional competitive landscape in expanding
Approaches to market share and analyzing the needs,
Marketing wants and expectations of the
customers in increasing sales, resulting
in greater profit.
The concept of 3Cs and the relationship of its
variables

Principles of
 Lesson 1 : What is marketing and its traditional
approaches?

 The Company and the Customer- the

company, creates and develops a product
or service based on the client’s needs,
Recognizing the wants and expectations.
 The Company and the Competition- the
Traditional
company, should have a deep look around
Approaches to of its competitive landscape. An
environment scanning is necessary in
Marketing
identifying various brand competitors.

The concept of 3Cs and the relationship of its

variables
Principles of
 Wrap Up!
 Marketing- is the integrated process by which the product, price, place
and promotion are strategically planned and implemented to satisfy the
customer’s needs, wants, and expectation thus, establish a mutually
beneficial relationship.
 Traditional forms like in the billboards along highways, in the
brochures or flyers being handed by sales persons in the malls, in the
films that being watched by millions of moviegoers in cinema houses,
and in the advertisements on television, radio, magazine and newspaper,
or perhaps it is being sent to mailboxes.
 Needs- the qualifying determinants of consumers in purchasing a
product.
 Wants- the deciding factors amid various options are called wants.
 Expectations- the beliefs of the consumers on the benefits and
advantages they will get from a product.
 3Cs Concept- is a structured approach to marketing.
Principles of
Short Quiz 1:
Instruction: Choose the letter that corresponds to the correct
answer.
1. In the organizational structure, it is responsible for managing of income and expenses of a
company.
A. Sales and Marketing C. Human Resource and Training
B. Production D. Finance and accounting
2. In the marketing process, what step will be found the concept ‘construct an integrated
marketing program that delivers superior value?
C. 1St Step C. 3RD Step
D. 2nd Step D. 4th Step
3. A total system of interacting business activities designed to plan, price, promote and
distribute want-satisfying goods or services to present and potential customers.
E. Market C. Marketing
F. Production D. Promotion
4. The qualifying determinants of consumers in purchasing a product.
G. Needs C. Expectations
H. Wants D. Market
5. Elements of 3Cs in Marketing.
I. Customer, Company, Commitment C. Customer, Consulate, Competition
J. Customer, Consulate, Commitment D. Customer, Company, Competition
Let’s Check the
Correct Answer
Short Quiz 1:
Instruction: Choose the letter that corresponds to the correct
answer.
1. In the organizational structure, it is responsible for managing of income and expenses of a
company.
A. Sales and Marketing C. Human Resource and Training
B. Production D. Finance and accounting
2. In the marketing process, what step will be found the concept ‘construct an integrated
marketing program that delivers superior value?
C. 1St Step C. 3RD Step
D. 2nd Step D. 4th Step
3. A total system of interacting business activities designed to plan, price, promote and
distribute want-satisfying goods or services to present and potential customers.
E. Market C. Marketing
F. Production D. Promotion
4. The qualifying determinants of consumers in purchasing a product.
A. Needs C. Expectations
B. Wants D. Market
5. Elements of 3Cs in Marketing.
G. Customer, Company, Commitment C. Customer, Consulate, Competition
H. Customer, Consulate, Commitment D. Customer, Company, Competition
Reference
 Gonzales, E. (2016). Principles of Marketing. JFS
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