MARKETING

By: Ms. Marjorie C. Jalbuena

Instructor
 Hi! I'm Ms. Marjorie C. Jalbuena
Who are you? Instructor

Your Name

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 Meet the Presenter
 My Story
 A Definition
 My Hypothesis
 Quantify X
 Elements of X
 Making Great X
 Comparing X to Y
 History of X
 Trends in X
 Key Takeaways
 Tips for X
 Call to Action
Marketing
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 Marketing???

How do you define your What is it all about? Make sure your audience has a
subject? shared understanding of your
subject matter.
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  An organizational function and a
set of processes for creating,
communicating, and delivering
value to customers and for
MARKETING: The Art and Science of Satisfying Customers managing customer
relationships in ways that benefit
the organization and its
stakeholders.

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 MARKETING

Defined as the process of

planning and executing the
conception, pricing, promotion,
and distribution of ideas, goods,
and services to create
exchanges that satisfy
individual and organizational
objectives.

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The term market refers to
the group of consumers or
organizations that is
interested in the product,
has the resources to
purchase the product, and
is permitted by law and
other regulations to
acquire the product.

Market
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 Exhibit 1-1:Two interacting
Marketing: the strategic 3Cs components of marketing
concept
Company Market
Customers

Competition

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Exhibit 1-2: Two interacting
Customer Competition
components of a market

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 3Cs KEY Exhibit 1-3: The Strategic 3Cs of
OBJECTIVES Marketing
1.Customers – to
satisfy the needs,
wants and Customers

expectations of
target customers. Company

2.Competition –
to outperform Competition

competition.
3.Company – to
ensure corporate
health and profit. 10
Exhibit 1-5: Input and Output of Customer
Marketing
Key result areas:
Sales
Sales result from satisfying customer’s needs and wants. Gaining market
share is an effect of outperforming competition.
Profit comes from having an excess of sales over cost and expenses in
earning market shares. Before one can sell anything, demand must be
created. More sales will come when more demand is created.
Company Competition
Market share
The ratio of your brand’s sales and the total sales in your market. In
addition, market share is the portion of a market controlled by a
particular company or product.
Profit
Profit is an indispensable component for a firm to continuously satisfy its
customers.

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The Marketing Process

1.Understand the 3.Construct a 4.Build profitable

2.Design a customer
market place and marketing program relationships and
driven marketing
customer needs and that delivers create customer
strategy.
wants. superior value. delight.

5.Capture the value

from customers to
create profits and
customer quality.
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 Needs, Wants and Demands
human need human want demands
A state of felt The form that a human Human wants that are
deprivation. need takes as shaped by backed by buying power.
culture and individual
personality

Food / Shelter/ Clothing Cars/ Cellphones Travel laptops

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 The Marketing Process
Core customer and marketplace
concepts Marketing offers
 Needs, wants, and demands - Some combination of products, services, information, or
 Marketing offers experiences to a market to satisfy a need or want.
 Value and satisfaction
 Exchange, transaction and relationships
 Markets

Customer value and satisfaction

-customer value is the difference between the values the customer gains from owning and using the
product and the costs of obtaining the product.

-customer satisfaction is the extent to which a product’s perceived performance matches a buyer’s
expectation.

Exchange, transactions and relationships

Exchange – is the act of obtaining a desired object from someone by offering something in return. 14

Transactions – a trade of values between two parties.

 Creating - The process of collaborating
with suppliers and customers to create
offerings that have value.
 Communicating - Broadly, describing
those offerings, as well as learning from
customers.
 Delivering - Getting those offerings to
the consumer in a way that optimizes
4 Components of Marketing:
value.
 Exchanging - Trading value for those
offerings.

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 4 P’s of Marketing:

1. Product. Goods and services

(creating offerings).
2. Promotion. Communication.
3. Place. Getting the product to
a point at which the customer
can purchase it (delivering).
4. Price. The monetary amount
charged for the product
(exchange).

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Key Takeaways
3 interrelated concepts of marketing principles:
1. An organization’s basic purpose is to satisfy customer needs.
2. Satisfying customer needs requires integrated and
coordinated efforts throughout the organization.
3. Organizations should focus on long-term success.

Customer loyalty concept relationships

Organizational Providing achieving

strategy and exceptional completely
execution customer value satisfied customers

increased sales earning high

growth and profits customer loyalty

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Key Takeaways

Customer loyalty, sales and profits

1. Keeping loyal customers requires no acquisition costs. Getting new
customers often requires high acquisition costs.
2. The longer a firm keeps a customer, the more base profit earned from
continuing purchases over time.
3. Loyal customers tend to buy more from a firm over time.
4. It usually costs less to deal with loyal customers than with new customers.
5. Loyal customers are typically an excellent source of referrals for new
business.
6. Loyal customers are often willing to pay a price premium to receive a desired
value.
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 What are the key things you
want your audience to come
away with?
 What it is it you want your Call to Action
audience to do with what they
have learned?

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THE POWER OF MARKETING MINDSET
 TELL ME
AND I FORGET
TEACH ME
AND I REMEMBER
INVOLVE ME
AND I LEARN
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EVERYONE CAN BE A GREAT
ENTREPRENEUR?
 LinkedIn
Link to Your
LinkedIn Profile

Twitter
@yourhandle

Thank You
Email
youremail@email.
com

Phone
Your Phone
Number

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