PRINCIPLES OF

MARKETING
CASELYN M. LUANSING
Teacher II
MOST ESSENTIAL LEARNING COMPETENCIES

1. Define and understand marketing.

(principles, goals, approaches)
Week 1-2
ABM_PM11a-Ia-b-I
 INEAMRKT
ARRANGE THE JUMBLED LETTERS

G
 MARKETING
a form of communicating or promoting
the value of product, service or brand to
the consumers.
 MARKETING
The American Marketing Association(AMA) defines
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.
 MARKETING
The Philippine Marketing Association (PMA) defines
marketing as a ‘’science and a profession guided
principally by the principles of ethics, corporate
citizenship and corporate social responsibility’’.
 OF MARKETING
1. Understand the market and its consumers and satisfy their
changing needs and wants.

2. Introduce and innovate products and services that improve

human condition and the quality of life.
 OF MARKETING
3. Design and implement effective customer-driven marketing
strategies.

4. Develop marketing programs that deliver superior value to

consumers.
 OF MARKETING
5. Build and maintain mutually beneficial and profitable
customer relationship.

6. Capture customer value to create profits

7. Promote value transactions with full regard to the well-being

of societies.
TRADITIONAL APPROACHES TO
MARKETING
focused on production methods, product quality and
effective method selling method as profit drivers in
marketing.
CONTEMPORARY APPROACHES TO MARKETING
centered on the customer, relationship and well-being of
the society.
 TRADITIONAL
APPROACHES OF
1. The Production Concept

2. The Product Concept

3. The Selling Concept

 TRADITIONAL
APPROACHES OF
1. The Production Concept
assumes that customers prefer products that are
inexpensive, affordable and widely available. Efforts
are concentrated toward expanding distribution and
improving production efficiency. The objective is to
lower production costs resulting to lower prices.
 TRADITIONAL
APPROACHES OF
2. The Product Concept
assumes that customers will always prefer and
patronize products of high quality. Resources are
focused on product improvement and innovation.
Product attributes and features are continously
enhanced.
 TRADITIONAL
APPROACHES OF
3. The Selling Concept
emphasizes aggressive selling and promotional
efforts. It assumes that costumers are generally timid
and must be persuaded into buying. The objective is
to sell what is manufactured rather than
manufacture what the market wants.
CONTEMPORARY
APPROACHES OF
1. The Marketing Concept

2. The Relationship Marketing Concept

3. The Societal Marketing Concept

CONTEMPORARY
APPROACHES OF
1. The Marketing Concept
considers the needs of both the customers and the
product offered. The objective is to provide a
solution to the customer’s actual or perceived
problem. The key is to be more effective in
creation, communication and delivery of this
value to customer.
CONTEMPORARY
APPROACHES OF
2. The Relationship Marketing Concept
believes that all marketing activities are for the
purpose of establishing, maintaining and
strenghtening meaningful long-term relationship
with customers.
CONTEMPORARY
APPROACHES OF
2. The Relationship Marketing Concept
extensive customer database are created,
maintained and updated. Customers profiles,
purchase habits and preferences are tracked and
monitored to ensure that customer’s needs are
fulfilled and the relationship with them is
maintained.
CONTEMPORARY
APPROACHES OF
3. The Societal Marketing Concept
similar to marketing concept. However, beyond
providing solutions to customers, SMC includes
considerations that protect the customers’ well-
being and interests, as well as the interests of the
environment and society.
EXERCISE QUESTION
A company makes a pair of shoes
( a semi-durable) that can last for
more than 10 years. Is this an
advantage or a disadvantage for its
customer? Explain.
LEARNING ASSESSSMENT
Form a group of five members. Interview at least 10 mobile
subscribers and ask what their network providers. Ask them why
they prefer the said services and what are the advantages and
disadvantages they experienced patronizing it. After gathering all
the details, formulate a set of marketing goals . Select approaches
that you think would help improve the service of the certain
courier/network to satisfy the needs of their customers better. Use
the format as guide.
 NAME OF MARKETING APPROACHES
COURIER OF GOALS
NETWORK

RECOMMENDATIONS:
____________________________________________________________________________________________
____________________________________________________________________________________________
_________________________________________________ .
 I LEARNED THAT...
Marketing is defined as ___________________.Marketing
according to PMA or ____________ is ________________________,
however based from AMA or ___________ it is
____________________________.There are ____ goals of marketing
namely _______________________. Traditional and contemporary are
considered the two ___________ of marketing. Both has ___ concept.
The first concept includes ______________, ________, and
___________ while the other includes __________, __________, and
____________. Among these concepts, _________ is the concept I
admire the most because _____________________.