Principles of Marketing – mkt121

INSTRUCTOR: RENE D. GORTISANO

Chapter 1: Marketing
Principles and
PRINCIPLES OF MARKETING – MKT121
Strategies
 WHAT IS
MARKETING?
Activity:
Give word/s that you
think is related to
“MARKETING”
 WHAT IS
MARKETING?
Marketing being defined…

“… is a form of communicating
or promoting the
value
of a product, service or brand to the
consumers.”
Marketing being defined…

“… is a form of communicating or
promoting the
VALUE
of a product, service or brand to the
consumers.”
Marketing being defined…
“the activity, set of institutions, and
processes for creating, communicating,
delivering and exchanging offerings that
have value for customers, clients, partners
and society at large.”
- American Marketing Association
Marketing being defined…
“a science and a profession guided
principally by the universal principle of
ethics, corporate citizenship, and corporate
social responsibility.”
- Philippine Marketing Association
Marketing being defined…
In summary, marketing is…
 Creation
Communication
Delivery of value to customers.
 “Products or services
that serve no purpose
or contribute nothing to
individual and societal
well-being should not
be marketed.”
Goals of Marketing
1. Understand the market and
it’s consumers, and satisfy
their changing needs and
wants.
Goals of Marketing

2. Introduce and innovate

products and services that
improve human condition
and the quality of life.
Goals of Marketing
3. Design and implement
effective customer-
driven marketing
strategies.
Goals of Marketing

4. Develop marketing
programs that deliver
superior value to
consumers.
Goals of Marketing
5. Build and maintain
mutually beneficial and
profitable customer
relationships.
Goals of Marketing

6. Capture customer value

to create profits.
Goals of Marketing

7. Promote value
transactions with full
regard to society’s well-
being.
 TRADITIONAL
APPROACHES TO
MARKETING:
THE PRODUCTION CONCEPT
THE PRODUCT CONCEPT
THE SELLING CONCEPT

Chapter 1: Marketing Principles and strategies

 THE PRODUCTION CONCEPT
– ASSUMES THAT
CUSTOMERS PREFER
PRODUCTS THAT ARE
INEXPENSIVE, AFFORDABLE,
AND WIDELY AVAILABLE.

Chapter 1: Marketing Principles and strategies

 THE PRODUCT CONCEPT –
ASSUMES THAT CUSTOMERS
WILL ALWAYS PREFER AND
PATRONIZE PRODUCTS OF
HIGH QUALITY.

Chapter 1: Marketing Principles and strategies

 THE SELLING CONCEPT
CONCEPT – EMPHASIZES
AGGRESSIVE SELLING
AND PROMOTIONAL
EFFORTS.
Chapter 1: Marketing Principles and strategies
 CONTEMPORARY
APPROACHES TO
MARKETING:
THE MARKETING CONCEPT
THE RELATIONSHIP MARKETING CONCEPT
THE SOCIETAL MARKETING CONCEPT

Chapter 1: Marketing Principles and strategies

 THE MARKETING CONCEPT
– THE OBJECTIVE IS TO
PROVIDE A SOLUTION TO
THE CUSTOMER’S ACTUAL
OR PERCEIVED PROBLEM.

Chapter 1: Marketing Principles and strategies

 THE RELATIONSHIP MARKETING
CONCEPT – BELIEVES THAT ALL
MARKETING ACTIVITIES ARE FOR
THE PURPOSE OF ESTABLISHING,
MAINTAINING, AND STRENGTHENING
MEANINGFUL LONG-TERM
RELATIONSHIPS WITH CUSTOMERS.

Chapter 1: Marketing Principles and strategies

 THE SOCIETAL MARKETING CONCEPT –
BEYOND PROVIDING SOLUTIONS TO
CUSTOMERS, THE SOCIETAL MARKETING
CONCEPT GOES FURTHER TO INCLUDE
CONSIDERATIONS THAT PROTECT THE
CUSTOMERS’ WELL-BEING AND
INTERESTS, AS WELL AS THE INTEREST S
OF THE ENVIRONMENT AND SOCIETY.

Chapter 1: Marketing Principles and strategies

Principles of Marketing – mkt121
INSTRUCTOR: RENE D. GORTISANO