PRINCIPLES OF

CHAPTER 1
MARKETING PRINCIPLES AND STRATEGIES

Lesson 1:
Marketing and its
Traditional
Approaches
 MARKETING
is a form of communicating or
promoting the VALUE of a product,
service or brand to the consumers.
 Marketing
“The process of planning and executing
the conception, pricing, promotion, and
distribution of ideas, goods, and services
to create exchanges that satisfy individual
and organization goals.”
American Marketing Association
 In summary, marketing is

• Creation
• Communication
• Delivery of value to
customers
Core
Marketing
Concepts
1. NEEDS
A human need is
something that a person
must have in order to live
and survive.
Maslow’s Hierarchy of Needs
2. WANTS
A human want is something
that a person desires to
have.
3. DEMANDS
Demands are also human
wants that are supported
by buying power.
 4. EXCHANGE
Marketing occurs when the
buyer and seller trade
something of equal value. Both
the buyer and the seller have
gained something that
satisfied their unmet needs.
5. MARKET
The market is composed of
people with both desire and
ability to buy a product or
service.
 PARTICULARS NEEDS WANTS
Hunger Food
Fashion Wear Clothing
Infection Antibiotics
Shelter Housing
Thirst Beverag
e Water
Milk

Transportation Vehicle
 PARTICULARS NEEDS WANTS
Recreation Sports

Entertainment Television, radio,

DVD/Discs, Casinos
Education School
Seminars
Course

Security Insurance

Interment Memorial services

SCOPE OF
MARKETING
1. GOODS
Physical goods comprise
the volume of most
countries’
production and marketing
effort.
2. SERVICES

as economies
progress, a growing
proportion of their
activities are
concentrated on the
production of services.
3. EXPERIENCES
Through organizing a
number of services and
goods, one can generate,
stage, and market
experiences.
4. EVENTS

Marketers
endorsetime-
based events.
 5. PERSONS
celebrity marketing has
turn into a main and
popular business.
 6. PLACES
Place marketers
consist of economic
development specialists, real
estate agents, commercial
banks, local business
associations, and advertising
and public relations agencies.
7. PROPERTIES
Properties are intangible
rights of ownerships of
either real property.
8. ORGANIZATIONS
organizations aggressively
labor to create a strong,
positive image in the mind
of their publics.
9. INFORMATION
The production, packaging,
and distribution of
information is one of
society’s chief industries.
10. IDEALS
Each market offering has
a fundamental idea at its
core.
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, whether the
company can produce enough products to fill
the need, and the marketing method by which
the need can be filled.
 SEVERAL DISTINCT TRADITIONAL APPROACHES
Sales concept
Production refers to the idea Marketing concept
concept focuses that people will buy a philosophy which
on the internal more goods and states that
potentials of the services through organization must
company and not personal selling and try hard to find out
based on the advertising done and satisfy the
desires and needs aggressively to needs and wants of
of the market. push them in the consumers while at
Relationship market. the same time
concept/marketing an Societal Marketing accomplishing the
approach that centers on Concept views that organizational
maintaining and improving organizations must satisfy goals.
value- added long-term the needs of consumers in
relationships with current a manner that gives for
customers, distributors, society’s benefit.
dealers and suppliers.
CHAPTER 1
MARKETING PRINCIPLES AND STRATEGIES

Lesson 2:
Goals of Marketing
 Goals are
different from
objectives
Marketing goals are
statements of what results
the company wants to
achieve with its marketing
efforts. Just like any other
goal, marketing goals
should be clear. Goals must
be credible and realistic as
well
 GOALS ARE DIFFERENT OBJECTIVE
FROM OBJECTIVES. Specific SMART objectives
to give clear direction
and commercial targets.
Objectives are the SMART
GOALS targets for marketing which
can be used to track
performance against
top-level broad goals to show
MARKETING target.
how the business can benefit The SMART mnemonic
from channels. So, goals are helps as a test or filter
the broad aims used to which the firm can use to
shape strategy. They describe assess the quality of
how marketing will contribute
to the business in key areas measures.
of growing sales,
communicating with audience
and saving money.
 the detail in the a quantitative a quantitative the objectives be
information attribute to attribute to information set for
sufficient to be applied to be applied to be applied different time
pinpoint problems create a create a to the periods as
or opportunities; metric. metric. specific targets to
the objective problem review
sufficiently faced by the against.
detailed to marketer.
measure real-
world problems
and opportunities.
Key performance indicators (KPIs)
are used to check that the
marketing activities of a company
are on track. KPIs are specific
metrics which are used to track
performance to make sure the firm
is on track to meet specific
objectives. They are sometimes
known as performance drivers or
critical success factors for this
reason.
 DEVELOPING MARKETING GOALS
GOALS MUST
BE:
ATTAINABILITY CONSISTENCY COMPREHENSIVENESS
Goals must be realistic Management should the process of goal-setting
so that important exert to set goals that must be
parties who will be are consistent with one comprehensive. Simply it
reaching must another. means that each functional
see each goal as area must be
reasonable. able to formulate its
own goals that relate to
INTANGIBILITY the organization’s goals.
planners often confuse goals with strategies,
objectives and even tactics. A goal is not an
action the firm can take, it is an outcome of
the organization wishes to realize.
 Examples of noteworthy marketing
goals:
1. Identifying the target market
2. Increasing sales and profits
3. Increasing brand awareness
4. Increasing market share
5. Countering competitive
strategies
6. Reputation
7. Increasing distribution
channels

GOALS OF
CHAPTER 1
MARKETING PRINCIPLES AND STRATEGIES

Lesson 3:
Contemporary Approaches
to Marketing
 Not-For-Profit Organization Marketing
A not-for-profit organization is a type of organization that does not aim for earning profit for its
owners. The money earned by not-for-profit organization is allocated for pursuing the
organization’s objectives.
 Characteristics of a not-for-profit organization

Often
Generate as possess
Compete some
much revenue
with other Market to deogrree
as possible to organization multiple monopoly
support their s for donors’ publics power in a
causes pesos given
geographic
area
 There are some guidelines to consider before
creating a cause marketing campaign.
UNDERSTAND SUPPORT REPUTATION
MARKETING MAINTAIN
CAUSES
TRANSPARENCY
before a firm create a Support reputable causes – if the
cause
marketing, it needs to company is going to give large if the firm wants
amounts of money, resources or time to consumers to join its
understand first the
a philanthropic cause, it must first do cause, it has to make it
essential
elements of its homework. The organization must easy and transparent for
marketing to choose the right charity to give help to them to do so.
its and check its every detail.
specific target audience. »
THINK STAY
MAINSTREAM CONSISTENT
the majority of the it is best for the company if it is
firm’s patron should going to be generous in one
support the effort of its charity for long time to be
supporting. predictable in the eyes of the
consumers.
is the sport, culture and charity activities to
selected target markets. it consists of
different sponsors from different
companies to support such
activities and also serves as public
Essential features of event marketing:

1. Wide range of events – event marketing

encompasses a wide range of event
types:

a.Mega events and local events,

b. Exhibitions,
c.Trade shows,
d. Publicity stunts,
e.Themed and created events,
f. Corporate entertainment,
g.Award ceremonies.
2. Goal oriented
3. Effective promotion and communication – it is important to
get the message to the target audience clearly.

4. Proper evaluation – it is necessary for the team to be able

to evaluate the event/project to be more effective and
efficient the next time.
5. Feedback from clients
6. Location – this is the most important aspect as the location
of the event should be accessible and should be near
important areas.
Green marketing refers to the process of selling products and/or services based on
their environmental benefits. Company are selling products and/or services by first
promoting its benefit that is environmental friendly or produced in an environmentally
For green marketing to be effective, there are three things that needs to be
done:

1. Being genuine

a. The company is actually doing what it claims to be doing in its green

marketing campaign and
b.The rest of the business policies are consistent with whatever the firm
is doing that’s environmentally friendly.

2. Educating the customers isn’t just a matter of letting people know that the
company is doing whatever its doing to protect the environment, but also a matter of
letting them know why it matters.

3. Giving customers an opportunity to participate means personalizing the benefits

of the company’s environmentally friendly actions, normally through letting the
customer take part in positive environmental action.
 PERSON
MARKETING
Person marketing entails
endeavors aimed at
cultivating the attention,
interest and preferences
of a target market
toward a celebrity or
authority figure.
 PLACE
MARKETING
Place marketing or place
branding attempts to exert a
pull customers to particular
areas. Place marketing is
used to attract tourist and
showcase the
spots in
provinces, beautiful different
Place marketing is also
used to promote sitescities,
that
and
can be a nice choice for
regions.
putting up a business.
 CAUSE
MARKETING
Cause marketing is the
recognition and marketing
of a social issue, cause or
idea to the target markets.
Cause marketing increases
the awareness of issues
such as literacy, physical
fitness, child obesity, and
environmental protection,
elimination of birth defects,
child-abuse prevention and
preventing drunk-driving.
THANK YOU!