MARKETING
offerings
Definition:
 “the activity, set of institutions, and processes for creating,
communicating, delivering and exchanging offerings that have
value for customers, clients, partners and society at large”
 means that marketing focuses on the value of a
product that can provide a customers.
 it would be necessary to find out what customers find
important
 in a market seller should be able to determine what
buyers want, and seek to satisfy these needs
 according to Kotler and Armstrong 2013 “marketing is
managing profitable customer relationship”
 focus is on satisfying customers need, however,
relationship between seller and buyer is emphasized
 normally thought of being done by business firms
Goals:
 to determine customer’s needs or want
 to satisfy these needs
FIVE CORE CONCEPTS
1. Customer’s needs, wants and demands
 Needs – pertain to a feeling of deprivation and
commonly relates to a basic necessity
 Wants- relate to a particular preference of the person
 Demand- exists if need and want is supported by the
person’s purchasing power.
2. Market Offerings- Physical Product, Services and Experiences
 serve to fulfil customers’ need and want
 product- an important element of marketing
- can run the range of pure physical
products to pure service or both
3. Customer Value and Satisfaction
 to consistently exceed customers’ satisfaction (goal)
 satisfied customers who find value in a product
are likely to patronize it again.
4. Exchanges and Relationships
 exchange – consists of obtaining what one wants by
offering something in return (for marketing to occur an
exchange must happen)
 in marketing the point of exchange is to foster
relationship
 marketers should maintain a good relationship with
customers
5. Market
 composed of all people who buy the product, as well
as those who could potentially purchase the product.
 target market – when most marketers choose
to focus on a particular segment of the market
MARKETING TIMELINE
Production Era (1800s-1900s)
 product would sell themselves and, the firm’s task is to focus
on production efficiencies and distribution
 may perhaps epitomized by Henry Ford’s quote about Ford
Model T. Car, which is, “ any customer can have a car painted
any color that he wants, so long as it’s black.”
Sales Era (lasted 1960s)
 as production facilities improved and competition became
more intense, companies found out that it was no longer easy
to sell their products
 firms starts to use aggressive approaches to sell their products
 sales become an important function of the company as it was
considered essential for the survival of the company to
discover new market of their product
Marketing Concept Era (during 1960s)
 it became more apparent to marketers that it would be more
efficient if the company focuses first on discovering what
customer need and then develop the product to address this
need
 there is a greater likelihood that sales would be generated if
these good s cater to be more specific
 marketing became the source of products ideas thet would
now be the prime mover for the production cycle
Customer Relationship Era
 firms are more focused on consistently satisfying the customer
needs and wants of their target market
 customer is considered as the central to all of the company’s
marketing efforts
 this active courtship is paramount
 a close relationship with the customer is the only way to thrive
in a highly competitive environment
MARKETING MANAGEMENT ORIENTATIIONS
1. Production Orientation
 just like the production era, the focus of the company
is on production and distribution efficiencies
 customers are most interested in products that are
affordable and easily available
2. Product Orientation
 based on the belief t ta customers are more interested
in products that have high quality
 the focus is on continuous product development that
would lead to strategic introduction of new products
3. Selling Orientation
 for some unsought (unasked)
(e.g, encyclopedias, educational plans)
 it is believed that more aggressive selling and
promotional activities is required to sell these products
4. Marketing Orientation
 emphasizes the importance of understanding the
customers’ needs and wants
 company focuses on its effort of satisfying these needs
in a way that customer should find superior to other
products
 (for many companies) the objective is to know the
needs of the market so well that they know that these
needs even before customers realize these
5. Societal Marketing Orientation
 this orientation aim to satisfy customer’s need without
harming the environment
Four P’s of Marketing

 Product
 can be physical goods, service, idea, or experience
 Price
 refers to the value placed by the customer, as well as
the value the company gets as represented by the
amount of money.
 does not always equate to money
 Place
 relates to how and where the product can be obtained
 also called distribution , this involve logistic of making
the product available to the consumer
 Promotion
 refer to the communications developed by the
marketer for the consumers to get to know more
about the product and be persuaded to buy it.
 The four P’s are collectively called the marketing mix
 considered as controllable factors
 company can chose to focus on and employ one or more of
the four p’s to add value to the market offering and encourage
their target market to buy their product and increase their
sales

There are certain environmental factors that marketers have to deal

with, but are beyond their control.

 micro-environmental factor
company, customers, suppliers, market intermediaries,
competitors, and other interest group
 macro-environmental
demographic, economic, cultural, political, natural, and
technological