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PRINCIPLES OF
MARKETING
KORONADAL NATIONAL
COMPREHENSIVE HIGH SCHOOL
SENIOR HIGH SCHOOL

SUBJECT TEACHER

GERALD E. LAYO, MBA, LPT

LESSON 1
PRELIMINARIES
OPENING PRAYER
INTRODUCING YOURSELF
ENTREP CURRICULUM
CLASSROOM RULES
SUBJECT REQUIREMENT

WELCOME
YOUNG
ENTREPRENEURS!
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WHEN SPEAKING
1. NAME
2. AGE
3. ADRESSS CIPLES OF MARKETING”
TH E SU BJEC T “PRI N
4. IDEA ABOUT
IS CLASS…
5. MY EXPECTATION IN TH
6. MY DREAM JOB IS…
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 Learners Status
G12 Regular
*G11 completer (1st & 2nd sem complete)

G12 Irregular
*G11 1st sem complete with 2nd sem incomplete

Transferee
*G11 completer (1st & 2nd sem complete)
With Form 137 from previous school (For evaluation)
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THANK YOU!
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LESSON 1
 Marketing

“The process of planning and executing

the conception, pricing, promotion, and
distribution of ideas, goods, and services
to create exchanges that satisfy
individual and organization goals.”

American Marketing Association

The Importance of Marketing

Marketing is Valuable to a
Variety of Organizations:
• Corporate For-Profit
• Nonprofit
• The Military
• Religious & Ethnic Groups
• Small Firms
• Individual Marketers
Marketing as an Organizational Philosophy

Can be Stated Formally

as a Mission Statement

Can be Established Informally through

The Communications and Actions
of Top Management

Indicates the Types of Activities

the Organization Values
Marketing Activities

Buying

Selling

Transporting

Storing
Producers End Users
Financing

Risk Taking

Standardizing &
Grading

Obtaining Marketing
Information
Marketing Positions
• Marketing Manager
• Product Manager
• Advertising Manager
• Distribution Manager
• Purchasing Manager
• Marketing Research Manager
• Public Relations Manager
• Customer Service Manager
• Sales Manager
Marketing Institutions
• Retailers

• Wholesalers

• Marketing Research
Firms

• Advertising Agencies
Marketing as a Societal Process
• Defined as “a process that facilitates the flow of goods and
services from producers to consumers in a society.”

Producers of Consumers of
Goods & Services Goods & Services
Marketing as a Societal Process
• Issues to Consider:
• What institutions are involved in the system?

• What activities do these institutions perform?

• How effective is the system at satisfying customer needs?

• How efficiently can the system provides desired goods and services?
Marketing as a Societal Process
• A society’s marketing system is closely related to its
political and economic systems.
Marketing Concerns in Eastern Europe

How to:
1. Become more market-oriented and consumer- responsive?
2. Improve product quality?
3. Change product design, assortment, finishing & packaging?
4. How to increase communications efforts?
5. Increase merchandising efforts?
6. Use competitive pricing?
7. Institute promotional pricing & price discounts
Marketing is a Process
Consisting Of:

Marketing Exchanges
Marketing Strategies
Marketing Activities
Marketing Positions
Marketing Institutions
Marketing Exchanges
• EXCHANGE is the “transfer • Transactions in marketing
of something tangible or exchanges can use:
intangible, actual or symbolic • Money
between 2 or more social • Barter
actors.” • Time & Money
• Votes

Marketer’s Goods Buyer’s

Or Services Exchange
Marketing Strategies

Select a Develop a
Target Market Marketing Mix

To Satisfy
Market Needs
Marketing Mix Decisions

Product Decisions

Integrated Marketing Marketing

Price Decisions
Communications Decisions Mix

Distribution Decisions
The Marketing Concept
• The purpose of an
organization is to satisfy
customer needs.

• Satisfying needs requires

integrated and coordinated
efforts through out the
organization.

• Organizations should focus on

long-term success.
Building Customer Equity

Customer Equity is the Financial

Value of a Firm’s Customer
Relationships and Consists Of:

1. Profits from first-time customers,

and,

2. Expected profits from all future

sales.
Three Ways to Increase Customer Equity

1. Decrease the cost of

acquiring new customers.

2. Retain more customers

longer.

3. Increase profits from retained

customers by selling them
more at higher margins and
with lower marketing
expenses.
Building Customer Equity Integrates:

Short-term
Short-term New
New
Orientations
Orientations Customers
Customers

Long-term
Long-term Existing
Existing
Orientations
Orientations Customers
Customers
3 Keys to Building Customer Equity

1. High loyalty levels lead to

increased sales growth, higher
profitability & higher customer
equity.

2. Completely delighted & satisfied

customers are best for earning
customer loyalty.

3. Exceptional value is needed to

delight & completely satisfy
customers.
Customer Value

The Calculation:

The revenue stream from repeat

purchases
+ The revenue stream from referrals
= The Lifetime Value of a Loyal Customer