Overview of

Business Marketing

Professor Geogie SJ. Santiago, CPA, RCA, MICB

OBJECTIVES: MKTG 1

❖ understand the importance of

Business Marketing
❖ inculcate Marketing environment
❖ identify strategic planning
and the marketing process
WHAT IS MARKETING?

❖ BUSINESS PROCESS

❖ CONTINUING STRATEGY
MARKETING: CRITICAL IDEAS

EXCHANGE
RELATIONSHIP

“It is the process of continuously & profitably

satisfying the target customer’s needs, wants,

and expectations superior to competition. ”

WHAT CAN WE MARKET?

➢ Goods
➢ Services
➢ Experiences
➢ Events
➢ People
➢ Places
➢ Information
➢ Ideas
➢ Industries
➢ Companies
NEEDS vs. WANTS

INSIGHTS ON
YOUR
PERSONAL
NEEDS AND
WANTS...
PRODUCTS vs. SERVICES

Linking the EXCHANGE PROCESS...

FRAMEWORK: 5 C’s of MARKETING
FRAMEWORK: MARKETING STP

“Intuitive Framework”

as Marketers should concentrate on

these variables and tailor them
regarding the target market they’ve
chosen to pursue.
FRAMEWORK: 4 P’s

“Intuitive Framework”

as Marketers should concentrate on

these variables and tailor them
regarding the target market they’ve
chosen to pursue.
FRAMEWORK: EXTENDED MKTG MIX

Core of a company’s
marketing system...
MARKETING MIX:
PRODUCT and its LIFE CYCLE

“Stillborn Fate”
or
“Infantile Death”
MARKETING MIX: PRICING

ESTIMATED SALES PRICE

= COST + PROFIT MARGIN
MARKETING MIX: PLACEMENT

CHANNEL OF DISTRIBUTION;
DISTRIBUTION CHAIN
MARKETING MIX: PROMOTION

+ PERSONAL SELLING
+ ADVERTISING
+ PUBLIC RELATIONS
+ SALES PROMOTION
EMERGING IMPERATIVES

ARBITER OF
CORPORATE
DESTINY
MARKETERS’ ROLE

EVOLVING ROLE...
DIVERSITY IN CONSUMER’S BEHAVIOUR

Conspicuous Frugal
Image-driven Vale &
Quality-driven Trusting
Skeptical & Cynical
Brand Loyal Emotional
Informed
Dreamers Escapists
Baby Boomers
Overindulgent Overworked
Technology-reliant Industrious
CONSUMER BEHAVIOUR: MARKETING DISCIPLINE

❖ Unstable application of marketing theory

❖ Accelerated rate of new product
development
❖ The consumer movement
❖ Public policy concerns
❖ Environmental concerns
❖ Opening of national markets across the world
CONSUMER vs. CUSTOMER
CONSUMER BEHAVIOUR: SCOPE

❖ WHAT they buy?

❖ WHY they buy?
❖ WHEN they buy?
❖ HOW OFTEN they buy it?
❖ WHERE they buy?
❖ HOW do they buy it?
CONSUMER BEHAVIOUR: INFLUENCING FACTORS

❖ CULTURAL
❖ SOCIAL
❖ PERSONAL
❖ PSYCHOLOGICAL
❖ ECONOMIC
CONSUMER BEHAVIOUR: CULTURAL FACTORS

SUBCULTURES
A cultural group within a larger
culture, often having interests or
beliefs at variance with those of
the larger culture.
CONSUMER BEHAVIOUR: SOCIAL FACTORS

❖Influencer
❖Decider
❖Initiator
❖Buyer
❖User
CONSUMER BEHAVIOUR: PERSONAL FACTORS

❖Age
❖Income
❖Occupation
❖Lifestyle
CONSUMER BEHAVIOUR: PSYCHOLOGICAL FACTORS

❖ Motivation
❖ Consumer’s Perception
➢ Selective Exposure
➢ Selective Distortion
➢ Selective Retention
❖ Learning
❖ Attitudes & Beliefs
CONSUMER BEHAVIOUR: ECONOMIC FACTORS

❖ Personal Income
❖ Family Income
❖ Consumer’s Credit
❖ Liquid assets & Savings
CONSUMER BEHAVIOUR: CONSUMER ROLES

❖ User
➢ is neither Payer nor Buyer
➢ is Payer but not Buyer
➢ is Buyer but not Payer
❖ Payer
❖ Buyer
TYPES OF PURCHASES

Products and/or Services

TYPES OF PURCHASES

Products and/or Services

CUSTOMER INVOLVEMENT

❖ High
❖ Moderate
❖ Low
BUYER DECISION PROCESS
PAUSE FOR A THOUGHT