AN OVERVIEW OF

MARKETING
FOR CLASSROOM DISCUSSION ONLY. NOT FOR CITTION AND DISTRIBUTION.
 What is MARKETING

“ … the exchange activities conducted by individuals or

organizations for the purpose of satisfying human
wants with the view of accomplishing individual or
organizational objectives.”

Exists when a person has an

unfulfilled need, and he is
Refers
The to the trade
desired of of an
result aware of an object that will
things or service of value
activity. best satisfy the need, and the
between buyer and seller. object is still in not in his
possession.
PRODUCTION CONCEPT vs PRODUCT CONCEPT vs
SELLING CONCEPT vs MARKETING CONCEPT vs
SOCIETAL MARKETING CONCEPT

PRODUCTION & PRODUCT

CONCEPT

1ST STEP 2ND STEP

Manufacture the Look for Prospective
Product Customers
PRODUCTION CONCEPT vs PRODUCT CONCEPT vs
SELLING CONCEPT vs MARKETING CONCEPT vs
SOCIETAL MARKETING CONCEPT

SELLING CONCEPT

1STSTEP 2ND STEP 3RD STEP

Manufacture the Determine Look for
Product Selling Method Prospective
Customers
PRODUCTION CONCEPT vs PRODUCT CONCEPT vs
SELLING CONCEPT vs MARKETING CONCEPT vs
SOCIETAL MARKETING CONCEPT

MARKETING CONCEPT

1ST STEP 2ND STEP 3RD STEP

Receive relevant Use information Contact and sell
information from to determine to the Target
the Target Market Marketing Mix Market
PRODUCTION CONCEPT vs PRODUCT CONCEPT vs
SELLING CONCEPT vs MARKETING CONCEPT vs
SOCIETAL MARKETING CONCEPT

SOCIETAL MARKETING
CONCEPT

1ST STEP 2ND STEP 3RD STEP 4TH STEP

Receive relevant Use information Contact and sell Give communal
information from to determine to the Target or societal
the Target Market Marketing Mix Market welfare
THE MARKETING VARIABLES

* PRODUCT
* PRICE
MARKETING MIX * PROMOTION
(INTERNAL * PLACE
FACTORS) * PEOPLE
* PROCESS
* PHYSICAL EVIDENCE
MARKETING
VARIABLES
* SOCIAL FORCES
MARKETING * ECONOMIC FORCES
ENVIRONMENT * TECHNOLOGICAL
(EXTERNAL FORCES
FACTORS) * COMPETITIVE FORCES
* REGULATORY FORCES
 SOCIAL FORCES

 DEMOGRAPHIC PROFILE (Age, Gender, Social

Groups)
 INCOME LEVEL (low-income, average-income, high-
income earners)
 CULTURE (Values, Attitudes, Lifestyle)
 ECONOMIC FORCES

 INFLATION (Purchasing power of consumers)

 UNEMPLOYMENT LEVEL (Affects personal income)

 ECONOMIC DOWNTURN/RECESSION/TURMOIL
(Affects the spending process of consumers)
 COMPETITIVE FORCES
 PURE/PERFECT COMPETITION
 Offers Identical and Similar Products (Homogenous Products)
(e.g., Agricultural Products)
 MONOPOLY
 Offers Unique Product (e.g., Electricity and Water, Patented
Products)
 MONOPOLISTIC COMPETITION
 Offers Differentiated Products (e.g., Manufactured Goods)
 OLIGOPOLY
 Offers Standardized or Differentiated Products (e.g., Gasoline
and Cigarettes & Automobiles and Gadgets)