The Marketing System
The Marketing System
The Marketing System
Marketing
System
Things to be Marketing
marketed Organizations
Gathering of Information
Marketing Target
Organizations Market
Information
Payments
It is the process of knowing the overview of
the entire target market, but differentiating
them from competitors by recognition of
sub-markets with similarity in needs but
differs in demographic, geographic,
economic, cultural and psychological ways.
Consumer/Industrial Market
Demographic bases- population, age group,
sex category
Cultural bases- race, religion, nationality,
education, occupation
Economic bases- income bracket
Psychographic bases- personality, buying
attitudes, product benefits desire
Consumer Goods
a. Convenience goods
b. Shopping goods
c. Specialty goods
Industrial Goods
a. Raw materials
b. Fabricating materials and parts
c. Installations
d. Accessory equipment
e. Operating supplies
Consumers know what, how, when and where
to buy these products because they have
complete product knowledge.
Consumers do not exert too much effort in
buying (accessible outlets)
If temporary or permanent product
inavailability exists, consumers are willing to
accept substitute brands
Examples: toothpaste, candies, seasonings
They may be sub-classified into service
goods or fashion goods.
They compare product prices or other
features before deciding for the best buy.
Market may not have full knowledge so they
product information is obtained as they shop
around.
Examples: RTW, shoes, appliances, furnitures
Consumers are willing to exert special buying
effort and may spend time to reach exclusive
dealers
Consumers are after the brand prestige,
irrespective of its high price.
In some cases, consumers may not accept
substitute brands.
Examples: Signature items like Sylvia Santos
bags
Products which will become part of another
final product
Products when integrated to produce another
product can be unidentifiable or cannot be
physically separated.
Examples: flour in making bread, eggs for
processing milk
These are industrial goods which will become
part of another final product but are
identifiable in finished form.
These are assembled products with no further
change in form.
Examples: buttons in dresses, sparkplugs and
fan belts
These are major equipments of the industrial
user.
They affect operating scale for production
quota of the company.’
Examples: adding dozen of typewriters in a
business; adding three presser machines for
a tin can industry.
They facilitate or aid in the production
operation of the industrial user.
It will not be part of any final product nor
give significant effort in production scale.
Examples: cash registers for food chain
outlets, calculators
These are the convenience goods of industrial
market
They have low unit price, short-lived which
facilitate business operations.
Examples: pens, pencils, typewriting papers
Marketing a Potentially Harmful Product