Principles

of
Marketing
INTRODUCTION
Apple:
SUPERBOWL 1984 AD
Coca-cola:
HAPPINESS MACHINE (2010)
Dumb
ways to
die:
Dove:
REAL BEAUTY SKETCHES (2013)
Code.org:
WHAT MOST SCHOOLS DON’T TEACH
(2013)
NlKE:
DREAM CRAZIER (2019)
What are
your
expectations
studying this
course?
What do you
know about
Principles of
Marketing?
 A
Framework
for
Marketing
 Why is
Starbucks
in the Real
Estate
Business?
Marketing is all
about creating
value through
the exchange
process
 What is
Marketing?
Marketing is a process
The process by which
companies create value
for customers and build
strong customer
relationships in order to
capture value from
customers in return.
 The
Marketing
Process
1. Understanding
the Marketplace
and Customer
Needs
Customer
needs,
wants, and
demands
 WANTS
NEEDS DEMAND
The form human

States of felt
Human

needs take as

deprivation wants that

they are shaped

are backed

by culture and

by buying
individual
power.
personality.
 Market
Offerings—
Products,
Services,
and
Experiences
MARKET
OFFERINGS
Some combination of
products, services,
information, or experiences
offered to a market to
satisfy a need or want.
MARKET MYOPIA
The mistake of paying more
attention to the specific products
a company offers than to the
benefits and experiences
produced by these products.
Markets
MARKETS
The set of all actual and potential
buyers of a product or service.
2. Designing a
Customer-Driven
Marketing Strategy
MARKETING
MANAGEMENT
The art and science of choosing
target markets and building
profitable relationships with them.
Questions to
ponder

What customers How can we

will we serve serve these
(what’s our customers best
target market)? (what’s our value
proposition)?
1. Selecting
Customers
to Serve
2. Choosing a
Value
Proposition
 A brand’s value
proposition is the
set of benefits or
values it promises
to deliver to
consumers to
satisfy their needs.
Create a
wonderful world
with Globe.
Bida ang Saya!
3. Marketing
Management
Orientations
PRODUCTION
CONCEPT

The idea that consumers will

favor products that are available
and highly affordable and that
the organization should
therefore focus on improving
production and distribution
efficiency.
PRODUCT CONCEPT

The idea that consumers will

favor products that offer the
most quality, performance, and
features and that the
organization should therefore
devote its energy to making
continuous product
improvements
SELLING CONCEPT

The idea that consumers will not

buy enough of the firm’s
products unless it undertakes a
large-scale selling and
promotion effort
MARKETING
CONCEPT

A philosophy that holds that

achieving organizational goals
depends on knowing the needs
and wants of target markets and
delivering the desired
satisfactions better than
competitors do.
SOCIETAL
MARKETING
CONCEPT

The idea that a company’s

marketing decisions should
consider consumers’ wants, the
company’s requirements,
consumers’ long-run interests,
and society’s long-run interests.
3. Preparing an
Integrated
Marketing Plan
and Program
The major marketing
mix tools are
classified into four
broad groups, called
the four Ps
of marketing:
product, price,
place, and
promotion.
 4. Building
Customer
Relationships
 Customer
Relationship
Management
Customer
Relationship
Management

The overall process of building

and maintaining profitable
customer relationships by
delivering superior customer
value and satisfaction.
Relationship
Building Blocks:

Customer Value
and Satisfaction
Customer Value
Customer Perceived
Value

The customer’s evaluation of the

difference between all the
benefits and all the costs of a
marketing offer relative to
those of competing offers.
 Customer
Satisfaction
Customer
Satisfaction

The extent to which a product’s

perceived performance matches
a buyer’s expectations.
5. Capturing
Value from
Customers
Creating Customer
Loyalty and
Retention
 The aim of customer
relationship
management is to
create not only
customer satisfaction
but also customer
delight.
Customer Lifetime
Value

The value of the entire stream of

purchases that the customer
would make over a lifetime of
patronage.
Growing Share of
Customer
Share of Customer

The portion of the customer’s

purchasing that a company gets
in its product categories.
Building Customer
Equity
Customer Equity

The total combined customer

lifetime values of all of the
company’s customers.
The
Changing
Marketing
Landscapes
1. THE UNCERTAIN
ECONOMIC
ENVIRONMENT
THE GREAT RECESSION
2. THE DIGITAL
AGE
Internet

A vast public web of computer

networks that connects users of
all types all around the world to
each other and to an
amazingly large information
repository.
 3. RAPID
GLOBALIZATION
 4. SUSTAINABLE
MARKETING—THE CALL
FOR MORE SOCIAL
RESPONSIBILITY
5.THE GROWTH OF
NOT-FOR-PROFIT
MARKETING