Principles of Marketing

Presented by: ABM - FLCF

Ajoc, Aureus, Berdos, Leogan,
Bonghanoy, Ombao, Pomida
 TASK 1
I’VE UNDERSTOOD THAT MARKETING IS AN ACT OR

1 PROCESS OF PROMOTING, SELLING, AND

DISTRIBUTING A PRODUCT OR SERVICE.

A MARKETING ENVIRONMENT ENCOMPASSES ALL THE INTERNAL

2 AND EXTERNAL FACTORS. THE TWO MAIN COMPONENTS ARE

MICROENVIRONMENT AND THE MACROENVIRONMENT.

3 PRODUCTS ARE TANGIBLE. WHILE SERVICES ARE

INTANGIBLE ACTIVITIES OR BENEFITS.

PRINCIPLES OF MARKETING
 TASK 2

1. Differentiate needs, wants, and 2. Differentiate features, advantages,

expectations. Cite examples. and benefits. Cite examples.

1. Needs: Essential for survival 1. Features: Specific traits (e.g.,

(e.g., food, water, shelter.) smartphone specs.)

2. Wants: Desires beyond 2. Advantages: Positive aspects (e.g.,

necessities (e.g., luxury goods.) vivid display on a smartphone.)

3. Expectations: Anticipated 3. Benefits: Outcomes for users

standards (e.g., timely service at a (e.g., convenience of carrying
restaurant.) media.)

PRINCIPLES OF MARKETING
 TASK 2

3. Discuss your understanding on the goals of marketing

(awareness, availability, trial, repeat purchase):
1. Needs: Essential for survival
Awareness:
(e.g., food, water, Make potential clients aware of the product.
shelter.)
Availability: Ensure the product is accessible to potential
2. Wants: Desires beyond
necessities (e.g., luxury goods.) buyers.
Trial: Encourage customers to try the product.
Repeat Purchase:
3. Expectations: Foster loyalty for a recurring customer
Anticipated
standards (e.g., timely service at a base.
restaurant.)

PRINCIPLES OF MARKETING
 TASK 2
4. Explain the 7Ps of marketing. Cite examples.
1. Products: Tangible or intangible services (e.g., Apple's iPhone).
2. Price: Cost paid by customers (e.g., Rolex's premium pricing).
1. Needs: Essential for survival
3. Place: Distribution methods (e.g., Coca-Cola's extensive network).
(e.g., food, water, shelter.)
4. Promotion: Advertising and communication strategies (e.g., Nike's athlete
2. Wants: Desires beyond campaigns).
5.necessities
People: Staff dealing
(e.g., luxury with customers (e.g., courteous hotel employees).
goods.)
6. Process: Procedures enabling product/service supply (e.g., Amazon's
3. Expectations: Anticipated online ordering).
7.standards
Physical Evidence: Material
(e.g., timely serviceand
at a immaterial components aiding consumer
restaurant.)
evaluation (e.g., restaurant atmosphere).

PRINCIPLES OF MARKETING
 TASK 3
1. Differentiate segmentation, targeting, and positioning (STP)
in marketing. Be able to cite contrete examples.
Segmentation is the process of dividing a broader
market into smaller, distinct groups or segments
based on similar characteristics or needs.

Demographics (age, gender, income)

Psychographics (lifestyle, values, interests)

SEGMENTATION Behavior (purchasing habits, brand loyalty)

Geographic Location
PRINCIPLES OF MARKETING
 TASK 3
1. Differentiate segmentation, targeting, and positioning (STP)
in marketing. Be able to cite contrete examples.
Targeting is the process of selecting one or more
specific segments from the segmented
market to focus marketing efforts on.

Demographic Psychographic
Targeting Targeting
Geographic Product-related
Targeting Targeting
TARGETING
Behavioral Contextual
Targeting Targeting
PRINCIPLES OF MARKETING
 TASK 3
1. Differentiate segmentation, targeting, and positioning (STP)
in marketing. Be able to cite contrete examples.
Positioning focuses on differentiating your
offering from competitors by highlighting unique
benefits, features, or values that resonate with the
selected segment.
Quality Benefit
Positioning Positioning
Price User Positioning
POSITIONING Positioning
Differentiation Competitor-based
Positioning Positioning
PRINCIPLES OF MARKETING
 TASK 3
II. Among the cited trends, discuss at least two trends that you
experienced as a consumer. Cite contrete examples.

New ways to Refined Expanding

segments Hyper- Segmentation
collect and platforms vs. in the hands
bringing personalization
process data new lines of of marketers
customer on the rise
thinking
behavior to
the forefront

PRINCIPLES OF MARKETING
 GROUP WORK 2
Conduct a research on the following:

Crafted five (5) indicators of a livable country:

Gross National Income (GNI) per capita

Environmental friendliness and sustainability
Socio-cultural conditions
Economic vibrancy and competitiveness
Quality of life indicators

PRINCIPLES OF MARKETING
 GROUP WORK 2
Conduct a research on the following:

1.) Gross National Income (GNI) per capita

It indicates a nation’s economic well-being
World Bank classifies countries based on income groups
(low, lower-middle, upper-middle, high) using GNI per
capita
Higher GNI per capita correlates with better quality-of-life
indicators
Understanding GNI per capita helps with overall economic
decision-making

PRINCIPLES OF MARKETING
 GROUP WORK 2
Conduct a research on the following:

2.) Environmental friendliness and sustainability

It's crucial due to the extensive daily consumption of energy,
food, and resources.
Used as an indicator of urban livability.
Cities prioritizing these practices score higher, creating
healthier, sustainable living environments
Embracing these principles improves urban quality of life
while contributing to global environmental protection and
combating climate change.

PRINCIPLES OF MARKETING
 GROUP WORK 2
Conduct a research on the following:

3.) Socio-cultural conditions

Urban livability assesses city living standards,
encompassing socio-cultural, socio-economic, and
environmental aspects.
It covers social cohesion, community participation, cultural
diversity, and access to cultural amenities.
Addressing the livability of socially disadvantaged urban
neighborhoods is crucial.
A complex concept

PRINCIPLES OF MARKETING
 GROUP WORK 2
Conduct a research on the following:

4.) Economic Vibrancy and Competitiveness

It drives growth, leading to higher income levels and
improved well-being.
Job opportunities increase and unemployment rates
decrease.
RESULT: Political stability
A stable political landscape enhances resource allocation,
reduces misappropriation of public funds, and instills public
trust in governance, contributing to overall improved quality
of living.
PRINCIPLES OF MARKETING
 GROUP WORK 2
Conduct a research on the following:

5.) Quality of Life Indicators

1.) Material Living Conditions 6.) Economic and Physical

2.) Productive or Main Safety
Activity 7.) Governance and Basic
3.) Health Rights
4.) Education 8.) Natural Living
5.) Leisure and Social Environment
Interactions +1 = Overall Life Experience

PRINCIPLES OF MARKETING
 GROUP WORK 2
Conduct a research on the following:

Philippine Labor Market (2020-2023)

Employment Underemployment Unemployment
Year Rate (%) Rate (%) Rate (%)

2020 89.7 16.2 10.3

2021 92.2 15.9 7.8

2022 94.6 15.9 5.4

2023 95.2 15.9 4.8

PRINCIPLES OF MARKETING
 GROUP WORK 2
Conduct a research on the following:

Philippine Population (2018-2023)

Year Population
2018 106,651,394
2019 108,116,615
2020 109,581,078
2021 111,046,913
2022 115,559,009
2023 117,337,368
PRINCIPLES OF MARKETING
 GROUP WORK 2
Conduct a research on the following:

Average Annual Growth (2018-2023)

Year Growth Rate

2018 6.34%
2019 6.12%
2020 -9.5%
2021 5.71%
2022 7.57%
2023 1st quarter - 6.4%
PRINCIPLES OF MARKETING
 GROUP WORK 2
Conduct a research on the following:

Minimum Wage (2023/ per region)

Agriculture Non-Agriculture

Luzon From ₱369 - ₱570 From ₱385 - ₱610

Region I, II, III, IV-A, IV-B, V, CAR, NCR

Visayas From ₱385 - ₱420 From ₱379 - ₱450

Region VI, VII, VIII

Mindanao From ₱316 - ₱422 From ₱306 - ₱427

Region IX, X, XI, XII, XIII, BARMM

PRINCIPLES OF MARKETING
 TASK 4
market segmentation strategy (demographic, psychographic, behavioral, and geographic)

NIKE
Demographics:
• Targets young adults (18-35) for fitness and older individuals
(35-65) for comfort.
• Offers styles for both men and women.
• Provides budget-friendly options and premium models based
on income.

PRINCIPLES OF MARKETING
 TASK 4
market segmentation strategy (demographic, psychographic, behavioral, and geographic)

NIKE
Psychographics:
• Targets health-conscious and active individuals valuing
fitness and outdoor activities.
• Focuses on customers seeking high-performance and stylish
footwear.

PRINCIPLES OF MARKETING
 TASK 4
market segmentation strategy (demographic, psychographic, behavioral, and geographic)

NIKE
Behavioral:
• Promotes specific models for marathons, trail running, and
casual jogging.
• Addresses needs for cushioning, stability, or lightweight
designs.

PRINCIPLES OF MARKETING
 TASK 4
market segmentation strategy (demographic, psychographic, behavioral, and geographic)

NIKE
Geographic:
• Tailors marketing to regions with a high concentration of
runners, including urban areas and regions with pleasant
outdoor running opportunities.

PRINCIPLES OF MARKETING
THANK YOU!

Presented by: ABM - FLCF

Ajoc, Aureus, Berdos, Leogan,
Bonghanoy, Ombao, Pomida