Business Marketing: Calvin J. Caliat

BUSINESS MARKETING
CALVIN J. CALIAT
CONTENT
IV.Goals of Marketing
I. Introduction A. The Nature of Marketing goals
B. Developing marketing goals
A. VMGO
C. Goals of marketing
II. Entrepreneurship
A. Definition
B. Entrepreneurship Myths
C. Entrepreneurial Venture
III. Importance of Entrepreneurship
A. What entrepreneurship does
B. Entrepreneurial Skills
IV.Marketing and its traditional approaches
A. Definition of Marketing
B. Basic components underlying
Marketing
C. Scope of Marketing
D. Traditional approaches to marketing
I. INTRODUCTION
COMPOSTELA VALLEY STATE COLLEGE
VISION MISSION GOALS CORE VALUES

GRADING SYSTEM:
PROJECT/OUTPUT:
MARKETING PLAN
Conceptualize a product
II. ENTREPRENEURSHIP
DEFINITION:
The process of creating a business enterprise capable of entering or
established markets
Entrepreneur
Is an individual who creates an enterprise that becomes a new entry
to a market
ENTREPRENEURSHIP MYTHS:
Myth 1. Entrepreneurs are born, not made
Common belief is that entrepreneurs posses certain innate traits that are different from regular people.
Myth 2. It is necessary to have access to money to become an entrepreneur

Wealthy entrepreneurs or those who have access to wealthy people, can start business.
Myth 3. Most successful entrepreneurs start with a breakthrough invention

Most entrepreneurs start a new business with only a moderate or incremental change that is designed to serve a
market need
Myth 4. Entrepreneurs become successful on their first venture

Failure is a key part of the learning process. By failing, entrepreneurs learn lessons that eventually lead to the
creation of successful ventures.
“FAILURE INSPIRES WINNERS, FAILURE DEFEAT
LOSERS.”
&
“SUCCESS REQUIRES SACRIFICE”
ROBERT KIYOSAKI AND DONALD TRUMP

ENTREPRENEURSHIP VENTURE VS. A SMALL BUSINESS:
SMALL BUSINESS ENTREPRENEURIAL VENTURE
is any company that is independently Note: one of the most important goals of
owned and operated, is small in size, and an entrepreneur, on the other hand is
does not dominate its markets. growth.
do not always grow into medium-sized or for the entrepreneurs, growth and a
large business greater presence in the market are
important objectives.
Size: fewer than 100 employees Size with stages:
Small-sized: fewer than 100 employees
Medium-sized: 100-499 employees
large-sized: 500 and up employees
III. IMPORTANCE OF ENTREPRENEURSHIP
What entrepreneurship does:
1. Job creation
- employment generation
2. Innovation
- entrepreneurs are responsible for introducing a major proportion of new and
innovative products and services that reach the market
3. Opportunities for diverse people
- entrepreneurship provides another avenue for professionals or women.
Entrepreneurial Skills:
1. Negotiation Skills
2. Networking skills
3. Leadership skills
IV. MARKETING
DEFINITION:
It is a total system of business activity designed to plan, price, promote
and distribute want satisfying product to the potential target market
in order to achieve organizational goals and objectives (Kotler).
It is 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 (AMA).
Basic components underlying Marketing
1. NEEDS – a human need is a state of felt deprivation.
a) Basic, physical needs for food, clothing, warmth, and safety
b) Social needs for belonging and affection
c) Individual needs for knowledge and self-expression
2. WANTS – a human want is the form that a human need takes as shaped by culture, individual
personality and social and environmental forces.
3. DEMANDS – are human wants that are backed by buying power. People demand products with
the benefits that add up to the most satisfaction.
4. EXCHANGE – marketing happens when a buyer and a seller exchange something of value. The
buyer gained and the seller has give up something.
5. MARKET – This is composed of people with both desire and ability to buy a specific
product/service.
The Scope of Marketing
Marketing personnel are involved in marketing 10 types of entities:
PERSONS
EXPERIENCES INFORMATION
GOODS PROPERTIES
EVENTS
PLACES IDEAS
SERVICES
ORGANIZATIONS
TRADITIONAL APPROACHES TO MARKETING
Traditional concept marketing is a marketing strategy a company uses to determine if it can produce a viable product consumers want
or need, enough product to fill the need and the marketing strategy. There are five (5) distinct traditional approaches that organizations
have experienced, as follows:
SALES CONCEPT RELATIONSHIP CONCEPT

It refers to the idea that people will buy It is an approach that centers on maintain and
more goods and services through improving value-added long term relationships
personal selling and advertising done with current customers, distributors, dealers
aggressively to push them in the market. and suppliers.
PRODUCTION CONCEPT MARKETING CONCEPT SOCIETAL MARKETING CONCEPT

It focuses on the internal potentials of the It is a philosophy which states that organization It views that organizations must
company and not based on the desires and must try hard to find out and satisfy the needs satisfy the needs of the
needs of the market. and wants of consumers while at the same time consumers in a manner that gives
accomplishing the organizational goals. for society’s benefit.
V. GOALS OF MARKETING
Marketing goals are statements of what results the company wants to achieve with its marketing efforts. Let’s differentiate
goals and objectives with KPI.
MARKETING OBJECTIVES
MARKETING GOALS Specific SMART objectives to give clear direction and
GOALS are the broad aims used to commercial targets. SMART means: MARKETING KPIs
shape strategy. SPECIFIC – the details in the information sufficient to It is used to check that the
pinpoint problems or opportunities; marketing activities of a
MEASURABLE – a quantitative attribute to be applied company are on track.
to create a metric;
ACTIONABLE – the information be used to improve
performance;
RELEVANT – the information be applied to the specific
problem faced by the marketer;
TIME-BOUNDED – objectives be set for different time
periods as targets to review against.
14
Developing Marketing Goals
Goals might become ineffective and dysfunctional if these things are not given focus;
ATTAINABILITY CONSISTENCY
Goals must be realistic so that The management should set
important parties who will be goals that are consistent with
reaching must see each goal one another.
as reasonable.
COMPREHENSIVENESS INTANGIBILITY
It means that each functional area Planners often confuse goals with
must be able to formulate its own goals strategies, objectives and even
that relate to the organization’s goals. tactics.
THANK
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BUSINESS MARKETING

COMPOSTELA VALLEY STATE COLLEGE

VISION MISSION GOALS CORE VALUES

Myth 2. It is necessary to have access to money to become an entrepreneur

Myth 3. Most successful entrepreneurs start with a breakthrough invention

Myth 4. Entrepreneurs become successful on their first venture

ROBERT KIYOSAKI AND DONALD TRUMP

It is the activity, set of institutions, and processes for creating,

SALES CONCEPT RELATIONSHIP CONCEPT

PRODUCTION CONCEPT MARKETING CONCEPT SOCIETAL MARKETING CONCEPT

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