MARKETING,

MARKETING PRINCIPLES AND

GOALS
Jerralyn C. Alva
Subject Teacher
MOST ESSENTIAL LEARNING
COMPETENCIES (MELCs):
Define and understand marketing:
 Principles
 Goals
 Approaches
(ABM_PM11-Ia-b-1)
CORE CONTENT:

• The learners demonstrate an understanding of the

marketing principles, goals, and traditional and
contemporary approaches to marketing.
PRE-TEST: Directions: From the pool words inside the
box, choose the appropriate term for each description below.
Why do these words matter in
studying the Principles of
Marketing?
 Based on what you know about
marketing, what one word would you
use to describe it?
 What is MARKETING?

The Philippines Marketing Association (PMA)

defines Marketing as a “science and profession
guided principally by the universal principles of
ethics, corporate citizenship, and corporate social
responsibility.
 What is MARKETING?

The Philippines Marketing Association (PMA)

defines Marketing as a “science and profession
guided principally by the universal principles of
ethics, corporate citizenship, and corporate social
responsibility.
 What is MARKETING?

The American Marketing Association (AMA, Dec.

3, 2009) gave this meaning of Marketing as 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.
“VALUE”
Marketing can be summarized as the
creation, communication, and delivery of
value to customers. In addition, the essence or
goal of marketing is to identify, satisfy, and
retain customers.
Remember!

Before you can create anything of value, first you must

identify a want or need that you can address, as well as
the prospective customers who possess this want or need.
Next, you work to satisfy these customers by delivering
a product or service that addresses these needs at the time
customers want it. Lastly, retain customers by creating
new opportunities to win customer loyalty and business.
 GOALS OF MARKETING
The goals of marketing can be summarized as follows:
1. Understand the market and its consumers, and satisfy their changing needs and
wants.
2. Introduce and innovate products and services that improveth the human condition
and the quality of life.
3. Design and implement effective customer-driven marketing strategies.
4. Develop marketing programs that deliver superior value to consumers.
5. Build and maintain mutually beneficial and profitable customer relationships.
6. Capture customer value to create profits.
7. Promote value transactions with full regard to the well-being of societies
Activity 1: Catch Me A Slogan

Direction: Create a catchy slogan about a

product/service that you want to venture into.
It should be original and reflects the goals of
marketing. Write it in a short bond paper.
 The Marketing Process
The Marketing Process is a
series of steps that allow
organizations to identify
customer problems,
analyze market
opportunities and create
marketing materials to
reach the desired audience.
Activity 2: Marketing Process Diagram

Direction: Discuss the marketing process.

Make your own diagram.