MARKETING

GOODS AND
SERVICES
MARKETING
GOODS AND
SERVICES
MARKETING
CONCEPTS
 MARKETING CONCEPTS

The marketing concept means whenever a company plans

and implements to maximize profit by boosting sales,
meeting customers’ needs, and surpassing competitors. The
goal is to devise a situation that serves both parties; the
customer and the company.
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5 BASIC MARKETING CONCEPTS

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PRODUCT CONCEPT

1 The core purpose of the product concept is to

manufacture cheaper products because the consumers
won’t pay much price for the products or services. So
the businesses that accompany the product concept
manufacture the goods on a mass scale and profit out
of the economies of scale
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PRODUCTION CONCEPT

2
It is one of the earliest marketing concepts where the
organization concentrates on the ability of its
production processes. It is to manufacture the products
cheaper to make them ready for the mass population.
The center of the production concept is on the quantity,
not the quality of the products.
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SELLING CONCEPT

3
As the name suggests, the idea of selling is to sell the
company’s product through large-scale marketing and
promotional activities. It doesn’t matter whether they
satisfy customers’ needs or not.
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MARKETING CONCEPT
When it comes to the marketing concept, it is
customer-oriented. It places customers in the middle of
the marketing process, discovering customers’
demands and wants, then meeting those needs better
4
than the competitors.
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SOCIAL MARKETING
CONCEPT
The idea behind the societal marketing concept is
based on the welfare of the entire society because it
examines the strategy of the marketing concept. What
consumers need doesn’t mean that it would be useful
5
for them in the long term. What you need and what is
suitable for you and society as a whole are two entirely
different things.
 UNDERSTANDING THE
CONSUMER AND CUSTOMER
 UNDERSTANDING THE
CONSUMER AND CUSTOMER

A Customer is the one who is purchasing the goods.

(Customer = Buyer)
 UNDERSTANDING THE
CONSUMER AND CUSTOMER

A Customer is the one who is purchasing the goods.

(Customer = Buyer)

T W O C AT E G O R I E S O F A C U S T O M E R

1. End-Customer – They are the people who buy the product offered for their own use,
in turn becoming the consumer of the specified product.
2. Reseller – They are the intermediary who buys the goods for selling it to others and
hence just acting as a customer and not as a consumer of the purchased product.
 UNDERSTANDING THE
CONSUMER AND CUSTOMER

A consumer is an individual who is the end-user of the

product or service offered by a business.

A customer may or may not consume the purchased product, service or good,
a consumer on the other hand actually consumes/uses the product.
This makes consumers great for businesses to judge the
actual usefulness and the genuineness of their products.
 UNDERSTANDING THE
CONSUMER AND CUSTOMER

Buyer behavior or consumer buying behavior refers to the decision

and acts people undertake to buy products or services for individual or group use.
It is the driving force behind any marketing process.

Buyer behavior is always determined by how involved a client is in their decision to

buy a product or service and how risky it is. Based on these determinants,
four types of consumer buying behavior are distinguished:
 UNDERSTANDING THE
CONSUMER AND CUSTOMER
VARIABLES IN THE MARKETING
 VARIABLES IN THE MARKETING

Are an important component of the marketing mix, alongside

advertising, public relations and sales. Mixing different variables of
a product in different ways can help you to strike an
ideal balance between design elements, features,
materials and prices to attract your target customers
and steadily gain market share.
 VARIABLES IN THE MARKETING

1. PRODUCT

Think of Product in marketing mix as an umbrella term that describes anything a

business wants to sell to their customer (an end user or another business).
Product is the entity that satisfies a customer's need and want.
 VARIABLES IN THE MARKETING

1. PRODUCT

Think of Product in marketing mix as an umbrella term that describes anything a

business wants to sell to their customer (an end user or another business).
Product is the entity that satisfies a customer's need and want.

2. PRICE

Price is a bigger differentiator as prices are transparent and easily comparable

 VARIABLES IN THE MARKETING

3. PROMOTION

There are various reasons as to why there is a demand. One of which is the necessity for
a product or service, which, for entrepreneurs, is a prospective opportunity.
This in turn, is used by business owners to input their product or service
in the market. Yet, in a market, there are variations of similar
and distinct products. To place a new product means to
introduce it to a new market. This is where PROMOTION begins.
DISTRIBUTION
 DISTRIBUTION

Distribution (or place) is one of the four elements of the marketing mix. It is the process of
making a product or service available for the consumer or business user who needs it.
 DISTRIBUTION

Distribution (or place) is one of the four elements of the marketing mix. It is the process of
making a product or service available for the consumer or business user who needs it.

MARKETING DISTRIBUTION
STRATEGIES
 MARKETING DISTRIBUTION
STRATEGIES

1. DIRECT

Direct distribution is when manufacturers sell and send their products directly to
consumers without the intervention of third parties or entities.

2. INDIRECT

An Indirect distribution strategy is using other means to disseminate your product

to the market. Distribution is usually made through
third-party retailers or other direct-to-consumer channels.
 MARKETING DISTRIBUTION
STRATEGIES

3. INTENSIVE
A manufacturer can choose to penetrate the market by selling its goods to as many
outlets as possible.

4. EXCLUSIVE

Exclusive distribution is when a manufacturer selects only a few sales

outlets to sell its products.

5. SELECTIVE
In selective distribution, products are distributed in a limited number of locations.