Principles of Marketing

1st Quarter

Chapter 1. Goals of Marketing

Marketing goals- are statement of what results you want to achieve with your marketing.

Components of Marketing.

a. Company- the one who serves the need of the market.

b. Market- is composed of two other interacting components the customer and the competition.
3 C,s of Marketing
a. Customer
b. Company
c. Competition

Key Objective of 3 Cs of Marketing

1. Customer- to satisfy the needs, wants and expectations of the target customers.
2. Company- to ensure corporate health and profit.
3. Competition- to outperform the competition

Goals of 3 C’s of Marketing

1, understand the market and its consumers and satisfy their changing needs and wants.

2. Introduce and innovate products and services that improve human condition and the quality life.

3. Design and implement effective customer-driven marketing strategies.

4. Develop Marketing Programs that deliver superior value to consumers

5. Build and maintain mutually beneficial and profitable customer relationships.

6. Capture customer value transaction with full regard into the well- being of the society.

Make your goals S-pecific, M-easurable A-chievable, R- elevant T- ime bound

Product- is anything that can be offered to market for attention, acquisition, use or consumption that
might satisfy a want or need.

Kinds of Product

a. Tangible product – products that are visible (ex. Cellular phone, bag, shirt, etc.)
b. Intangible product- products that are not visible (examples are services, events ideas or
mixed of this.)

Level of Products and Services.

a. Augmented Product- are additional consumer services and benefits. Such as standards,
installation integration, services, warranties finance additional software and hardware,
customer care, and delivery.
 b. Actual Product- this pertains to features of product, design a quality level, brand name or
packaging.
c. Core Product- is the prototype, these are purpose of creating product. (benefit)

Product Classification

a. According to type of user

Consumer product- bought for personal consumption
Industrial Product- are the ones which bought by industrial or business users for making final
product or for use in conducting business.

Classification of Consumer Products

1. Based on the durability

a. Durable- can be used for a longer period.
b. Non- durable- Products that can be consumed for a shorter period.
c. Services- intangible, inseparable, cannot be stored and highly perishable, highly variable as
their type and quality depends on the person providing them.
2. Based on shopping efforts involved.
a. Convenience
b. Shopping
c. Specialty
d. Unsought.

Classification of Industrial Product

a. Raw materials and parts- include raw materials, natural products, and manufactured
materials and parts.
b. Capital Items- used in production of finished goods.
c. Supplies and service these are shorts lasting goods and services that facilitate developing or
managing the finish product.