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    Semana 10 Videoconferencia Gabriela Valderrama

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    Ramses Montes Salinas
    This document provides an overview of marketing principles. It begins with introducing traditional and modern concepts of marketing. The traditional concept sees marketing as directing the flow of goods from producer to consumer to satisfy objectives. The modern concept is more customer-oriented and focuses on needs and satisfaction. Key principles discussed include the 4 P's of marketing - product, price, place, promotion. The marketing strategy creates customer value through market segmentation, targeting, positioning and differentiation. The document concludes that marketing is fundamental to business and involves both strategic and tactical elements like the marketing mix.

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    Semana 10 Videoconferencia Gabriela Valderrama

    Uploaded by

    Ramses Montes Salinas
    6 views16 pages
    This document provides an overview of marketing principles. It begins with introducing traditional and modern concepts of marketing. The traditional concept sees marketing as directing the flow of goods from producer to consumer to satisfy objectives. The modern concept is more customer-oriented and focuses on needs and satisfaction. Key principles discussed include the 4 P's of marketing - product, price, place, promotion. The marketing strategy creates customer value through market segmentation, targeting, positioning and differentiation. The document concludes that marketing is fundamental to business and involves both strategic and tactical elements like the marketing mix.

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    This document provides an overview of marketing principles. It begins with introducing traditional and modern concepts of marketing. The traditional concept sees marketing as directing the flow of goods from producer to consumer to satisfy objectives. The modern concept is more customer-oriented and focuses on needs and satisfaction. Key principles discussed include the 4 P's of marketing - product, price, place, promotion. The marketing strategy creates customer value through market segmentation, targeting, positioning and differentiation. The document concludes that marketing is fundamental to business and involves both strategic and tactical elements like the marketing mix.

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    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
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    6 views16 pages

    Semana 10 Videoconferencia Gabriela Valderrama

    Uploaded by

    Ramses Montes Salinas
    This document provides an overview of marketing principles. It begins with introducing traditional and modern concepts of marketing. The traditional concept sees marketing as directing the flow of goods from producer to consumer to satisfy objectives. The modern concept is more customer-oriented and focuses on needs and satisfaction. Key principles discussed include the 4 P's of marketing - product, price, place, promotion. The marketing strategy creates customer value through market segmentation, targeting, positioning and differentiation. The document concludes that marketing is fundamental to business and involves both strategic and tactical elements like the marketing mix.

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    of 16

    Principles of

    Marketing

    ENGLISH FOR BUSINESS


    2023 - I

    Videoconference 10
    CONTENT

    MODULE 9: PRINCIPLES OF MARKETING

    Introduction

    Marketing

    Traditional concept of Marketing

    Modern concept of Marketing

    Principles of Marketing

    Key features of Marketing Mix

    KAHOOT

    Conclusions
    INTRODUCTION

    What elements of marketing do you recognized?


    OBJECTIVE

    OUR GOAL

    “Understand the role marketing plays in a business


    environment through its principles.”

    Entender el papel que juega el marketing en un entorno


    empresarial a través de sus principios.
    MARKETING

    What’s Marketing?

    It is the set of all activities carried out by a


    company in order to promote the purchase
    or sale of a product or service. Marketing
    includes advertising, selling and delivery.
    TRADITIONAL CONCEPT OF MARKETING

    “Marketing is the performance of commercial activities that direct the


    flow of goods and services from the producer to the consumer/user in
    order to satisfy customers and accomplish the company’s objectives.”

    By AMA (American Marketing Association)

    Related activities

    Characteristics of Production, Finance,


    Traditional Marketing Human Resources

    Organizations with a
    traditional concept
    MODERN CONCEPT OF MARKETING

    Modern marketing concept focuses on customer’s need and wants, and


    it aims in meeting the customer’s satisfaction, in other words, is
    customer oriented. It is based on new marketing concept and refers to
    a broader concept. It is multidimensional as along with selling product
    and getting profit it also gives emphasis on customer satisfaction,
    planning, after sales service and many other variables.
    PRINCIPLES OF MARKETING

    The marketing strategy is a marketing logic by which the company


    hopes to create value for the customer and, therefore, achieve
    profitable relationships with it.

    4 steps:

    1. Market
    2. Market targeting 3. Positioning 4. Differentiation
    segmentation
    PRINCIPLES OF MARKETING

    The product can either be a service or Thorough market research, known as


    goods. The product/service must be market-orientated pricing. It is important
    profitable then you need to do a
    research and understand your customer
    Product Price to understand what your customers are
    willing to pay and the price of the same
    and what is likely to appeal to them. It’s type of product offered by your
    important to consider the buyer persona, competitors. You will need to determine
    product branding and product life cycle. the market value before setting your
    price.

    Where your products or services are Involves raising awareness about your
    available to the customer, whether this is company, brand, products or services
    a shop or an online website, or both. You offered. You should be giving
    will need to think about what is information about your products and
    convenient for your customers in terms
    of location and how to connect your Place Promotion reasons to use them. It involves
    communicating with your target
    potential customers to your location. As audience and making your product
    more people use the internet to source appeal to them. Effectively promoting
    products and services, a digital presence your product or services is crucial for the
    can make a huge difference to your success of any business.
    success.
    KEY FEATURES OF MARKETING MIX

    Help achieve
    Interdependent Flexible
    Marketing
    variables concept
    Targets

    Role of
    Customer as a Constant
    Marketing
    focal point monitoring
    Manager
    KAHOOT

    https://create.kahoot.it/details/a0632820-9f70-41a7-add1-f8bc7b6186c3
    CONCLUSIONS
    GOAL OF THE WEEK: Understand the role marketing plays in a business environment through its principles

    Marketing is a fundamental part of any kind of company. This is the method by which a company promotes its products and services to
    the public.

    A general division of the principles of marketing can be the marketing strategy and the marketing mix.

    The marketing strategy is the marketing logic by which the company hopes to create customer value and achieve profitable customer
    relationships.

    The marketing mix, or the concept of the 4P’s, is product, place, promotion and price, which has been replaced by the concept of the 7P’s
    is product, price, place, promotion, people, process and physical evidence.

    The key features of Marketing Mix are interdependent variables, help achieve marketing targets, flexible concept, constant monitoring, role
    of Marketing Manager and customer as a focal point.
    COMPLEMENTARY MATERIAL

    Complementary Material

    • https://www.entrepreneur.com/growing-a-business/9-marketing-
    trends-you-need-to-jump-on-in-2022/411180

    https://upn.blackboard.com/ultra/courses/_1468605_1/outline/lti/
    launchFrame?toolHref=https:~2F~2Fupn.blackboard.com~2Fwebap
    ps~2Fblackboard~2Fexecute~2Fblti~2FlaunchLink%3Fcourse_id%3D
    _1468605_1%26content_id%3D_26333191_1%26from_ultra%3Dtr
    ue

    Books:

    - Principles of Marketing. Rex Bookstore. Pagoso, C. & Young, F.


    (2008).

    - Principles of Marketing. Pearson Australia. Armstrong, G. et. al.


    (2014)

    - Principles of Marketing: A Value-Based Approach. Palgrave.


    Gbadamosi, A. et. al. (2013)
    Next week

    - Week 11: Human Resources Strategies & Operation Strategies

    Coming soon:

    T3 Supervised evaluation ends Monday 29th

    Includes all topics reviewed in:

    Weeks 8 (Internal analysis, SWOT)


    Week 9 (Competitive strategies)
    Week 10 (Principles of Marketing)

    Debates form week 10 to week 13.

    Each participation is valuable!


    © 2022 | Universidad Privada del Norte

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