TO

MARKETING
Mr. Pavi Antoni D. VIllaceran,
MBA-FM, J.D (c)
• At the end of the discussion,
students will be able to
• understand the meaning of
Mareting
• Utility concepts of Marketing
• The Marketing Organization
• Traditional Approaches in
Marketing
• Not to be confined to just making a sale; it is also satisfying customers' needs and wants
• Theodore Levitt, the ultimate purpose of business is to find and keep customers
 NEEDS
basic requirements of human beings
in order to survive WANTS
Those that people can do without
•.
MARKETING
IS A SET OF INSTITUTIONS,
AND PRICESSES FOR
CREATING,
COMMUNICATING,
DELIVERING, AND
EXCHANGING OFFERINGS
THAT HAVE VALUE FOR
CUSTOMERS, CLIENTS,
PARTNERS AND SOCIETY AT
LARGE
 CREATING
COMMUNICATING
DELIVERING
EXCHANGING
CREATING
You establish relationships with
suppliers and customers to create
offerings of value
EXAMPLE
McDonalds creates a new burger
sandwich for P39.00
 COMMUNICATING
Is describing what channels of
communication these offerings are
using to reach its customers
EXAMPLE
Mcdonad's launches the new burger
sandwich through television
 DELIVERING
is giving these offerings to the
customers

EXAMPLE
McDonalds makes the sandwich
available starting on a certain date
 EXCHANGING
Is trading these offerings of value to
customers, clients and society

EXAMPLE
Mcdonald's offers it in all its outlets
CHARACTERISTICS CUSTOMERS CONSUMERS
Meaning Buyer of goods/service End User of Goods and Service
Resell Yes,because it can be a No
business organization that
can resell
Purchase Yes Not all the time, since considered as
enduser

Price The one who pays Not necessarily the one who pays

Person Individual or Organization Individual, Groups of People,

Household or Family
Utility is a term in economics
that refers to the total
satisfaction received from
consuming a good or service.
Utility Concepts in Marketing
FORM UTILITY
PLACE UTILITY

TIME UTILITY
FORM UTILITY
• It refers to the conversion of raw
materials into products that suit the
preferences of consumers sthat they do
not have to create their desired products
themselves
PLACE UTILITY
• it refers to the availability of the product
or service at accessible locations.
Marketers devise ways to provide easy
access to the consumers.
TIME UTILITY
• It refers to the satisfaction derived by
customers in availing of products or
services on time.
POSSESSION UTILITY
• It refers to ensuring that consumers have
full possession of the product or service
at the right time, so this overlaps with
time and place utilities. Easy transfer of
ownership
 refers to the department in a
corporation that ensures the smooth
flow of marketing plans, policies, and
programs that monitor all sales
activities, customer services and
distribution and promotion efforts
MARKETING
ORGANIZATION
 consumer content
company capabilities

communications
c's in competition
marketing
Cross-Functional Contact

Community Contact
 consumer content
the exchange process has changed
dramatically in recent years as consumers
are now able to study a wide array of
choices before they ake the actual
purchase
consumer oriented
satisfying customers' needs before creating a products or offering services
company capabilities
To be a par with competitors, marketing
organizations need to strengthen their
capabilities in production and operations
to develop and produce goods that will
meet consumer needs
communications
A marketing organization must have a
positive, long-lasting relationship with its
customers because they constantly look
for cues provided by the organization as
they make their purchase decisions. A
negative brand image results in low sales