Chapter 1, Lesson 3:

Marketing Origins,
Exchange, and Value
 Learning Objectives

• To understand the evolution behind the principles

of marketing

• To know the difference between

marketing and non-marketing-based
sales techniques
Strategic 3C’s of Marketing

• Company
• Customer
• Competition
 4U’s of Marketing
• New Users
• Extended Users
• New Usage
• More Usage
 SALES VS PROFIT

•SALES – this result from satisfying

customer’s needs and wants
•PROFIT – an indispensable component for
a firm to continuously satisfy its customer.
 Stages in a Market’s Maturity That
Affect How Businesses Can Best
Sell to the Market
Stage 1. Supply < Demand
 Seller’s market – a situation wherein the
manufacturers generally have no problems
selling whatever they produce.
 Production orientation – a mindset
characterized by taking advantage of the
demand for a particular product by producing
as much of the product as possible in order to
meet the demand.
 Stages in a Market’s Maturity That
Affect How Businesses Can Best
Sell to the Market
Stage 2. Supply < Demand, Competition Growing
 Product orientation – a mindset that drives
innovation; improvement in a product, such as
quality, features, comfort, design, are
undertaken in the hope that the product will
speak for itself and that consumers will choose
the product based on its merits.
 Stages in a Market’s Maturity That
Affect How Businesses Can Best
Sell to the Market
Stage 3. Supply > Demand
 Sales orientation – using sales organizations to
push a product directly to the customers.

 When sales orientation works, it can work for

the benefit of all parties. Insurance. On the other
hand, when it does not work, it can quickly turn
into hard selling.
 Stages in a Market’s Maturity That
Affect How Businesses Can Best
Sell to the Market
Stage 4. Supply > Demand, Customer-centric
Strategies Emerge
 Marketing orientation – a mindset wherein firms
prioritize customer needs more than their own.
 Marketing orientation begins with identifying and
understanding a particular target market; then
products are designed according to what could
best fit the needs of the target market, priced
according to their typical budgets, sold where it is
most convenient for them, and promoted in a way
that best catches their attention.
 The Concept of “Exchange”
 Marketing is all about fostering positive
exchanges. It is imperative that the customers
feel better off after a transaction because
otherwise they may feel that they should have
spent their money elsewhere—a feeling which
will prevent them from becoming loyal
customers.
 For a marketing-oriented exchanges to be
successful, it is essential that companies know
what the market really needs.
EXAMPLE:

How important your hair is?

 ! !
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O N
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V E
 The Concept of “Value”
 In marketing sense, value is a very personal
thing, which means it can be very subjective or
a function of the customer’s personal condition
(such as hunger), experiences, personal history,
social interactions, perceptions, education, and
so much more.

 Question: What gives value to a product?

 Answer: Consumers generally value a product

or service when it provides them with

“utility”.
Five Kinds of Economic Utility That Can
Be Offered by Products and Services
1. Form Utility. A product, by its very form, saves the
consumer from the effort of having to make the product
himself.
2. Place Utility. The convenience offered by making a
product available around the proximity of the customer
is also valued.
3. Time Utility. If a firm can offer a product or service far
quicker than alternative providers, the customer will
also value this speed of service.
4. Possession Utility. For some products, mere
ownership is already valued by the customer.
5. Information Utility. Knowing certain things about the
product can already imbue it with value.
 3Lesson
QUIZ: 2

1.________ is the stage where customer is

the priority. They were the king and Queen.
2.________ the stage where the company is
sure that whatever they produce the
customer will surely buy the products.
QUIZ: 2

3. ________ is the stage where competition

is present.
4. ________ is the result from satisfying the
needs and wants of the customer.
5-7 3 C’s of Marketing
QUIZ: 2

8. The convenience offered by making a

product available around the proximity of the
customer is also valued.
9. For some products, mere ownership is
already valued by the customer.
QUIZ: 2

10. A product, by its very form, saves the

consumer from the effort of having to make
the product himself.