TOPIC:

MARKETING
PRINCIPLES AND
STRATEGIES
 
•Learning Target:
1. Define and discuss the meaning
of marketing
2.Discuss the evolution of marketing
and the various approaches.
3.Identify other need theories.
Marketing is defined 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”.
•To understand these definitions, let us
discuss marketing in the light of
Charlotte's case. When Charlotte is
thinking of making clothes for her
children and considering their
preferences, she is identifying and
anticipating her children's requirements.
 CASE OVERVIEW
• Answer the question below.
Charlotte De Jesus is married to Carlos, an
MBA graduate, a planner with expertise in
finance. Charlotte is a mother of three
Charles who is 17 years old, Rose who is
15, and Nicole who 13 years old.
•She decided to enroll in a designing
and dressmaking class because
she is idle during day time. She
imagined that probably in the future
she can convert her garage into a
design and dressmaking shop.
•She can even start a community
of housewives and make
productive use of their time by
sewing and making personalized
clothing with unique design at
affordable prices.
•One day, the family was
invited to attend Carla's
thirteenth birthday. Carla
is the daughter of Regina,
Charlotte's friend.
•Charlotte saw this as an
opportunity to surprise her two
daughters by making them
new party clothes and her son
by making him a T-shirt.
•She bought fabric considering
the colors that her daughters
and her son liked: aquamarine
for Nicole, yellow for Rose,
and black for Charles.
•Since her children loved
to do arts and craft, she
also bought sewing
accessories and painting
materials.
•She will involve her
children in making their
own clothes. Charlotte is
excited and at the same
time has a dilemma.
•She will involve her
children in making their
own clothes. Charlotte is
excited and at the same
time has a dilemma.
•At this point in her designing and
dressmaking class, she only knew
how to sew dresses and shirts
and has not yet learned to sew
pants. Rose preferred wearing
pants. What should Charlotte do?
• Discussion Questions
1.If you were Charlotte, will you attribute the
different needs and wants of Nicole and
Rose even if they are both girls? Why?
2. If you were Charlotte, will you look for
alternative ways to satisfy the needs and
wants of Rose?
 What is satisfaction?
•Satisfaction is defined as a
condition wherein expectations are
met. Satisfying particular needs and
wants means meeting expectations
on those particular needs and wants.
 •Let us say that you have been
having oatmeal for breakfast every
day for the past year, and you have
been craving for pancakes. In this
case, oatmeal would no longer
satisfy you but pancakes would.
 What is Unsatisfying needs

An unsatisfied need is
defined as a condition that
motivates a consumer to
satisfy the unmet need.
• Let us say that you planned to visit the zoo
and you are looking forward to your visit
because you want to see the elephant.
However, when you get in to the zoo, the
elephant was sick and was not available
for viewing. In this situation your
expectation to see the elephant was not
met. This is an unsatisfied need.
•The concept of satisfaction is
linked to the concepts of need,
want, and demand since there
should be a need, a want, and
a demand to realize
satisfaction.
 •Need is generally defined as something
that is essential. For example, we need
food to be able to live.
•The concept of need can be clearly
appreciated by referring to need theories.
Some of these need theories are listed
here:
Maslow’s Hierarchy of Needs
 • This theory shows that there
are different kinds of needs that
motivate a person to action.
• This theory also presupposes
that these needs can be classified
into a hierarchy of priority.
• There are five levels in this hierarchy:
• i. Need for self-actualization-This is the highest level in the
hierarchy and it covers the need for excelling in life, attaining
personal achievement, and reaching a person's highest
potential.

• ii. Need for self-esteem-This fourth level covers the need for
self-respect, status, and recognition from others.

• iii. Social need-This is the third level. This level covers the
need for love, friendship, and belonging
• iv. Safety need-This is the second level.
It covers the need for safety within the
environment. This includes emotional and
physical safety.
• v. Physiological need-This is the first
level in the hierarchy. The basic needs
such as food, clothing, shelter, and sex
belong in this level.
•For example, a person who
has a physiological need
(deprived of food) will not
aspire for the need of self-
esteem (recognition from
society).
 WANTS
•A want is a requirement
arising out of the desire,
aspiration, or motivation of an
individual to get satisfaction.
•Needs take the form of wants. In
marketing we refer to needs by
indicating the wants. Let us say, for
example, that you just woke up and
you are hungry. This means that you
need food. However, for breakfast
you want to have tapsilog.
• In this example, we can see that the want is
influenced by culture. A European most
likely would not want tapsilog for breakfast.
Other than culture, there are other factors
that influence wants, such as personality,
society, and others. Relating these concepts
to satisfaction, we say that meeting needs
and wants lead to satisfaction.
 demand
• demand is the consumer's
desire to purchase a particular
good or service.
•The basic difference between
wants and demands is desire.
 •Let us go back to the example of
wanting to have tapsilog for breakfast. If
the customer does not have the money to
buy the tapsilog, the want is not backed by
buying power, thus, the customer cannot
demand to have the product. Wants
become a demand when these wants are
backed up by buying power.
 Five Core Concepts in Marketing

• (1) customer needs, wants, and demands

• (2) market offerings
• (3) customer value and satisfaction
• (4) exchanges and relationships,
• (5) markets
 Market Offerings-Physical Products, Services, and
Experiences 

• Market offerings serve to fulfill customers' needs and wants.

The product is an important element of market offerings and
products can run the range of pure physical products to
pure services, or a combination of both. Physical products
are those such as canned meat, soaps, and toothpastes.
Services, such as dental services, travel agencies, or call
centers, are intangible and do not result to owning anything,
but nevertheless can be marketed as well.
 Customer Value and Satisfaction

• Satisfied customers who find value in a

product are likely to patronize it again. The
goal, therefore, is to consistently meet or even
exceed consumer expectations. This
contributes to the development of a
preference tor your brand and customer
loyalty.
 Exchanges and Relationships
• For marketing to occur, an exchange must happen.
The exchange consists of obtaining what one wants
by offering something in return. The transaction
could pertain to an exchange of goods or services
for money. An exchange can also happen without
using money; it could mean accepting an idea or
being converted to a new way of thinking.
• In marketing, the point of the exchange is to foster
a relationship. Marketers must not only focus on
getting new customers. They also need to maintain
a good relationship with their current customers to
ensure that they keep them continuously happy and
satisfied with their products. Marketers will certainly
benefit from these good relationships as they lead
to greater customer loyalty, enabling them to
cultivate repeat and future purchases that grow
their business.
 Market

• The market is composed of all people

who buy the product, as well as those
who could potentially purchase the
product. Marketers need to fully
understand the market to have a
profitable customer relationship.
 II. Approaches To Marketing 
How Did Marketing Evolve?

1. Production Era. Lasting from the late 1800s to the

1930s, the thinking during this era is that products
would sell themselves and, therefore, the firm's task is
to focus on production efficiencies and distribution. The
philosophy during this time may perhaps be epitomized
by Henry Ford’ s famous quote about the Ford Model T
car. He said, "Any customer can have a car painted
any color that he wants, so long as it is black.
2. Sales Era. As production facilities improved and
competition became more intense, companies found
that it was no longer that easy to sell their products.
This was the start of the Sales Era, a period that
lasted through the 1960s. Firms started to use more
aggressive approaches to sell their products, and
sales became an important function of the company
as it was considered essential for the survival of the
company to discover new markets for their products.
3. Marketing Concept Era. During the 1960s, it
became more apparent to marketers that it would be
more efficient if the company focuses first on
discovering what customers need, and then develop
the product to address this need. Increased
emphasis was placed on listening more closely to
the consumer; the thinking was that there is a
greater likelihood that sales would be generated if
these goods cater to more specific needs.
4. Customer Relationship Era. Today, firms
are more focused on consistently satisfying the
consumer needs and wants of their target
market. Many companies more proactively
collect information on their market and use this
research to make informed decisions for the
development of their marketing programs. In this
era, the customer is considered central to al of
the company's marketing efforts.
 Types of Marketing Management 0rientations

1. Production Orientation
As in the production era, the focus of a company with this
orientation is on production and distribution efficiencies.
The thinking is that customers are mostly interested in
products that are affordable and easily available. Usually
companies that sell products with little differentiation
have this orientation. Examples of such products are
matches, sugar, and other basic commodities.
•2. Product Orientation
• This orientation is based on the belief that
customers are more interested in products that
have high quality, provide the best performance
and have innovative features. The focus for this
company would then be on continuous product
development that would lead to strategic
introduction of new products to the market.
• 3.  
• Selling Orientation
• For some products that are unsought in nature,
the selling orientation would apply. Examples of
such unsought products are insurance,
educational plans, and encyclopedias. For these
kinds of products, it is believed that aggressive
selling and promotional activities are required in
order to sell these products.
• 4. Marketing Orientation
• Orientation emphasizes the importance of
understanding the customers, their needs and
wants. The company now focuses its effort on
satisfying these needs or wants in a way that
customers should find superior to other products
• For many companies, the objective is to know the
needs of its market so well that they know these
needs even before the customers realize these.
• 5. Societal Marketing 0rientation
• With increasing awareness of sustainability and the fragility
of the earth's environment, there are escalating calls for
firms to be more aware of the social and environmental
impacts of their business activities. The view is that the
well-being of society must now be considered of great
importance, and that the company is also accountable to
the larger society and not just to their customers. This
orientation calls for the satisfaction of consumer needs and
wants in ways that do not harm the environment and
provide for the well-being of society.
 Marketing Mix: The Four Ps

1.Product
2.Price
3. Place
4.Promotions.
 • Product can be a physical good, a
service, an idea, or experience that is
intended to satisfy a consumer need or want.
• Price refers to the value placed by the
customer, as well as the value the company
gets as represented by the amount of money
that is exchanged to obtain the product.
• Place relates to how and where the product
can be obtained by the consumer. Also called
as distribution, this involves the logistics of
making the product available to the
consumer. 
• Promotions would refer to communications
developed by the marketer in order for
consumers to get to know more about the
product and be persuaded to buy it.
 Activity:
• CASE REFLECTION: Let us now use our learning by
answering the case reflection.

1.What do you think is the motivation of Charlotte in wanting to sew

clothes for her children?
2.What do you think are her children's needs that can be satisfied
with the sewn clothes?
3.If Charlotte decides to still make a dress for Rose, what are the
unsatisfied needs of Rose?