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Chapter 1 Principle of Marketing and Strategies 1

This document provides an overview of marketing principles and strategies. It defines marketing and discusses traditional approaches like the production, product, and selling concepts. The document also outlines the goals of marketing, such as understanding customers, innovating products, and building customer relationships. Contemporary approaches covered are the marketing, relationship, and societal concepts. The 4Ps and 7Ps marketing mixes are introduced. Finally, the marketing microenvironment and its components of customers, suppliers, competitors, intermediaries, and publics are defined.

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Cyra Francisci
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93 views14 pages

Chapter 1 Principle of Marketing and Strategies 1

This document provides an overview of marketing principles and strategies. It defines marketing and discusses traditional approaches like the production, product, and selling concepts. The document also outlines the goals of marketing, such as understanding customers, innovating products, and building customer relationships. Contemporary approaches covered are the marketing, relationship, and societal concepts. The 4Ps and 7Ps marketing mixes are introduced. Finally, the marketing microenvironment and its components of customers, suppliers, competitors, intermediaries, and publics are defined.

Uploaded by

Cyra Francisci
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PPTX, PDF, TXT or read online on Scribd
You are on page 1/ 14

PRINCIPLE OF MARKETING

SUBJECT TEACHER: MR. CHRISTOPHER E. GARCIA


CHAPTER 1

MARKETING PRINCIPLES AND


STRATEGIES
CONTENT

1. What is marketing and its traditional


approaches?
2. Goals of marketing
3. Contemporary approaches to marketing
LEARNING COMPETENCIES

1. define and understand marketing


2. describe the traditional approaches to marketing
3. discuss the goals of marketing
4. identify and explain contemporary marketing
approaches
WHAT IS MARKETING?
• The action or business of promotion and selling
products or services, including ,market research and
advertising.
• The process of exploring, creating, and delivering
value to meet the needs of target market in terms of
goods and services.
• Is a form of communicating the value of a product,
service or brand to the consumers.
WHAT IS MARKETING?

• According to Philip Kotler


is a societal process by
which individual and
groups obtain what they
need and wants through
creating offering and freely
exchanging products and
services of value with
others.
LESSON I
THE TRADITIONAL APPROACHES OF MARKETING

1. The production concept- Assumes that customers prefer products that


are inexpensive, affordable, and widely available.
2. The product concept- Assumes that customers will always prefer and
patronize products of high quality.
3. The selling concept- Emphasizes aggressive selling and promotional
efforts.
LESSON 2 GOALS OF MARKETING
1. Understand the market and it’s consumers, and satisfy their changing needs and wants.
2. Introduce and innovate products and services that improve 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 transaction with full regard to society’s well-being.
LESSON 3 CONTEMPORARY APPROACHES TO
MARKETING
1. The marketing concept- The objective is to provide a solution to the customer’s actual
or perceived problem.
2.The relationship marketing concept – Believes that all marketing activities are for the
purpose of establishing, maintaining, and strengthening meaningful long-term
relationships with customers.
3.The societal marketing concept-Beyond providing solutions to customers, the societal
marketing concept goes further to include considerations that protect the customers’ well
as the interests of the environment and society.
4P’S MARKETING MIX
7P’S MARKETING MIX
MARKETING MICRO ENVIRONMENT
THE MARKET ENVIRONMENT IS A MARKETING TERM AND REFERS TO FACTORS AND FORCES THAT AFFECT A FIRM’S ABILITY TO
MAINTAIN SUCCESSFUL RELATIONSHIPS WITH CUSTOMERS. THE MICRO-ENVIRONMENT AFFECTS THE ORGANIZATION
DIRECTLY. IT
REFERS TO THE ENVIRONMENT THAT MOST CLOSELY LINK TO THE FIRM. THIS ENVIRONMENT IS ALSO NOT UNDER THE FULL
CONTROL OF BUSINESS.
Components of Micro Environment
1. Customer are the actual buyer of our goods and services.
2. Suppliers are firms and individuals that provide the resources needed by the company.
3. Competitors are other organization that compete with each other for both resources and markets.
4. Marketing intermediaries are firms that help the company to promote, sell, and distribute its goods to
final buyers. Example: Reseller, Physical distribution firms, marketing service agencies, financial
intermediaries.
5. Public refers to any group that has an actual or potential interest in or impact on an organization’s
ability to achieve its objectives. Example: financial public, media public, local public, general public
The End
Thank you

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