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PRINCIPLES OF MARKETING
QUARTER 3 – MODULE 1

Define and Understand

Marketing Principles, Goals
and Approaches

Prepared by:

MONALYN C. DE VERA

Teacher II
Lesson Objectives:

At the end of this module you will be able to:

1. Define marketing

2. Describe different approaches to marketing

3. Explain marketing Goals

What is Marketing and its Principles?

According to the American Marketing Association, they define marketing as

an “activity, set of institution, and processes for creating, communicating, delivering
and exchanging offerings that have value for customers, client, partners, and society
at large”.

• Marketing is an organizational function because it is a core task that is

expected of a modern organization whether or not it operates for profits.
• Marketing is also a set of processes because there are essential tasks that
have to be engaged in order to produce a viable marketing strategy.
• Marketing must deliver value to its customers which is vital in building
customer- company relationship.
• Marketers seek to provide valuable products and services to customers in
return they will benefited from it.
• Marketing is all about changing behaviour through communications in order
to achieve objectives.

1. NEEDS A human need is

something that a person must
have in order to live and survive.
In 1943, psychologist
Abraham Maslow proposed a
hierarchy of human needs that
eventually and popularly came to
be represented as a pyramid, with
the most basic needs set at the
bottom.
The premises behind the
Theory was that the most basic
needs must first be met before the
individual can feel a strong desire
for the higher level needs.

2. WANTS A human want is something that a person desires to have. These are
the specific manifestation of needs.
3. DEMANDS are also human wants that are supported by purchasing power.
4. EXCHANGE Marketing occurs when the buyer and seller trade something of
equal value. Both the buyer and seller gained something that satisfied their
unmet needs.
 5. MARKET composed of people with both desire and ability to buy a product or
service.

Scope of Marketing
Product in marketing does not just refer to tangible products, hence it applies
to anything that is being marketed, whether it is tangible product, an intangible good,
a service, a place or even a person.

GOODS- Physical goods comprise the volume of most countries’ production and
marketing effort.

SERVICES as economies progress, a growing proportion of their activities are

concentrated on the production of services

EXPERIENCES though organizing a number of services and goods, one can generate,
stage, and market experiences.

EVENTS. Marketers endorse time based events

PERSONS Celebrity marketing has turn into a main popular business

PLACES. Place marketers consists of economic development specialist, real estate

agents, commercial banks, local business associations, and advertising and public
relations agencies

PROPERTIES are intangible rights of ownerships of their real property.

ORGANIZATIONS aggressively labor to create a strong positive image in the mind of

their publics

INFORMATION the production, packaging, and distribution of information is one of

society’s chief industries.

IDEALS Each market offering has a fundamental idea at its core.

What are Goals of Marketing?

Goals are different from objectives. Marketing goals are statements of

what results the company wants to achieve with its marketing efforts. Just
like any other goal, marketing goals should be clear. Goals must be credible
and realistic as well.
 The Difference between Goals and Objectives

Goals

Top-level broad goals to

show how the business can
benefit from channels. So,
goals are the broad aims
used to shape strategy. They
describe how marketing will
contribute to the business in MARKETING
key areas of growing sales,
communicating with
audience and saving money.
OBJECTIVE

SMART objectives give clear

direction and commercial
targets. Objectives are the
SMART targets for marketing
which can be used to track
performance against target.
The SMART reminder helps as
a test or filter which the firm
can use to assess the quality
of measures.

Key Performance Indicator- (KPIs) are used to check that the marketing activities
of the company are on track. KPIs are specific metrics which are used to track
performance to make sure the firms is on track to meet specific objectives. They are
sometimes known as performance drivers or critical success factors for this reason.

Characteristics of Good Marketing Goals:

In developing marketing goal it must be:

1. Attainable – Goal must be realistic so that important parties who
will be reaching must see each goal as reasonable
2. Consistent – Management should exert to set goals that are
consistent with one another.
3. Comprehensive- The process of goal-setting must be
comprehensive. Simply it means that each functional area must be
able to formulate its own goals that relate to the organization’s
goals.
 4. Intangibility- A goal is not an action the firm can take, it is an
outcome of the organization wishes to realize.

MARKETING APPROACHES

Traditional Approaches to Marketing

Traditional concept marketing is a marketing strategy a company uses
to determine if it can produce a viable product consumers want or need, whether the
company can produce enough products to fill he need, and the marketing method by
which the need can be filled.

Several Distinct Traditional Approaches

1. Production Concept – focuses on the internal potentials of the company and

not based on the desires and needs of the market
2. Sales Concept – refers to the idea that people will buy more goods and
services through personal selling and advertising done aggressively to push
them in the market.
3. Marketing Concept – a philosophy which states that organization must try
hard to find out and satisfy the needs and wants of consumers while at the
same time accomplishing the organizational goals.
4. Relationship concept/marketing – an approach that centers on maintaining
and improving value-added long-term relationship with current customers,
distributors, dealers and suppliers.
5. Societal Marketing Concept – views that organizations must satisfy the
needs of consumers in a manner that gives for society’s benefits.

Contemporary Approaches to Marketing

1. Not-For- Profit Organization Marketing – A not-for-profit organization that

does not aim for earning profit for its owners. The money earned by the
organization is allocated for pursuing the organization’s objectives.
2. Person Marketing – entails endeavours aimed at cultivating the attention,
interest and preferences of a target market toward a celebrity or authority
figure.
3. Place marketing – or also called as place branding attempts to exert a pull
customers to particular areas. It is used to attract tourist and showcase the
beautiful spots in different cities, provinces, and regions. It is also used to
promote sites that can be a nice choice for putting up a business.
4. Cause Marketing – is a recognition and marketing of a social issues, cause or
idea to the target markets. Cause marketing increases the awareness of issues
such as literacy, physical fitness, child obesity, and environmental protection,
and preventing drunk-driving.
5. Event Marketing- is the sport, culture and charity activities to selected target
markets. It consists of different sponsors from different companies to support
such activities and also serves as public awareness.
6. Green Marketing – It refers to the process of selling products and/or services
based on their environmental benefits. Company first promoting its benefits
that is environmental friendly or produced in an environmentally friendly way.
Name: ______________________________________________________Date: _____________

Grade/Section: _________________________________________________________ Score:____________

Title of the Activity: TELL ME WHAT I AM!

Most Essential Learning Competency: Define and understand marketing
principles, goals and approaches.
K-12 BEC CG: (ABM_PM11-Ia-b-1)

Directions: CROSSWORD PUZZLE. Complete the crossword by

filling in a word that fits each clue.

ACROSS DOWN
2. broad aims 1. celebrity/authority figure
3. purchasing power of 4. activity of communicating
human wants products to clients
5. intangible products 7. area/ site
6. can be 8. must have in order to live
tangible/intangible 9. tangible products
10. specific manifestation of
needs
 Direction: Using the Venn diagram below describe GOALS from
OBJECTIVES.

M
A
R
K
E
T
I
N
G

Direction: Using your own understanding, create a three to five

sentences that define marketing.

___________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________

KEY ANSWER
Activity 1 Activity 2 Activity 3
1. Person Answers may vary Answers may vary
2. Goal
3. Demand
4. Marketing
5. Services
6. Products
7. Place
8. Needs
9. Goods
10. Wants
Name: ______________________________________________________Date: _____________

Grade/Section: _________________________________________________________ Score:____________

Title of Worksheet: Marketing Principles, Goals and Approaches

Most Essential Learning Competency: Define and understand marketing
principles, goals and approaches.
K-12 BEC CG: (ABM_PM11-Ia-b-1)

Direction: MATCHING TYPE. Match column A with that of the

column B. Write the letter of your answer on the space provided
before the number.

Column A Column B

_______1. Food, water, warmth, rest a. Cause marketing

_______2. Buyer and seller trade something of b. Comprehensive

equal value
_______3. Intangible rights of ownership c. Exchange

_______4. Company’s goals must align to d. Green Marketing

organization’s goal
_______5. Detailed in information e. Physiological
needs
_______6. Maintaining and improvising long-term f. Place marketing
connection
_______7. Focus on internal potentials g. Properties

_______8. Used to attract tourist h. Production

concept
_______9. Based on environmental benefits i. Relationship
marketing
_______10. Increase awareness of social issues j. Specific
 Direction: Tell whether the word/words in each number describes
tradition marketing or contemporary marketing. Write T if it is
traditional marketing, and C if contemporary marketing. Place your
answer on the space provided.

_____1. Marketing Concept _____6. Societal marketing

_____2. Not-for-profit organization _____7. Event marketing

_____3. Place marketing _____8. Green marketing

_____4. Sales marketing _____9. Production marketing

_____5. Person marketing _____10. Cause marketing

Direction: ACRONYM. Write the acronym of the word SMART.

S
M
A
R
T
KEY ANSWER

Worksheet 1 Worksheet 2 Worksheet 3

1. E 1. T S – Specific
2. C 2. C M – Measurable
3. G. 3. C A – Attainable
4. B 4. T R – Realistic
5. J 5. C T – Time Bound
6. I 6. T
7. H 7. C
8. F 8. C
9. D 9. T
10. A 10. C

REFERENCE

AB Ilano. (1977). Principles of Marketing .Manila, Philippines: Rex Book Store

pp. 11-91; 107-108

Keller (2017). Principles of Marketing. Larsen & amp;,