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  • Marketing Module 1

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    Camille Mae Bernardo
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    This document provides an overview of marketing principles and approaches. It discusses key marketing concepts like defining the market and goals of marketing. It also outlines the evolution of marketing approaches from the production era to the modern marketing concept era. Finally, it briefly introduces common marketing strategies and frameworks like the marketing mix, AIDA model, and new business models focused on social marketing and relationship building.

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    This document provides an overview of marketing principles and approaches. It discusses key marketing concepts like defining the market and goals of marketing. It also outlines the evolution of marketing approaches from the production era to the modern marketing concept era. Finally, it briefly introduces common marketing strategies and frameworks like the marketing mix, AIDA model, and new business models focused on social marketing and relationship building.

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    © All Rights Reserved
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    2 views2 pages

    Marketing Module 1

    Uploaded by

    Camille Mae Bernardo
    This document provides an overview of marketing principles and approaches. It discusses key marketing concepts like defining the market and goals of marketing. It also outlines the evolution of marketing approaches from the production era to the modern marketing concept era. Finally, it briefly introduces common marketing strategies and frameworks like the marketing mix, AIDA model, and new business models focused on social marketing and relationship building.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Flag for inappropriate content
    of 2

    - its direction is to its market

    Module 1: Marketing leadership, market share, market


    Principles spread, and customer service
    3. Social-related
    LESSON 1: What is Marketing - refers to external objectives
    What is Market LESSON 3: APPROACHES IN MARKETING
    - consist of all potential customers • EVOLUTIONS IN MARKETING
    1. Production Era
    • Captured Market
    - 1990s - 1920s
    - who have purchased the product
    - producing and distributing new
    • Untapped Market
    product
    - who have not yet purchased the
    2. Sales Era
    product
    - 1930s - 1940s
    Marketing - advertising and salespeople to
    convince customers to buy company's
    - activity and processes for;
    products
    3. Marketing Department Era
    1. creating (product
    - 1950s - 1960s
    development/research),
    - developing many new marketing
    communicating (advertising and
    activities to sell products
    promotions), delivering (physical
    4. Marketing Concept Era
    delivery)
    - 1970s - today
    2. Exchanging Offerings
    - satisfying customers needs with a
    - people are giving and receiving
    carefully developed marketing mix
    something of value
    - sales transactions
    3. Value
    - marketer's job is to ensure that MARKETING APPROACHES
    customers see the value of the
    Traditional Approach
    product
    ➢ focus on selling the product
    What do we Market? ➢ think from the perspective of the
    Product company
    ➢ uses mediums such as flex boards
    - applies to anything that is being ➢ focus on selling goods for profit
    marketed, tangible or intangible
    - use of marketing mix of McCarthy
    LESSON 2: GOALS IN MARKETING
    (1928) - 4Ps - set of marketing tools
    1. Monetary • Product
    - company's performance in market • Price
    share, return on investment or net • Place
    profit • Promotion

    2. Marketing-related - customers perspective - 4Cs -


    Lauterborn (1993)
    • Customer's Needs
    • Customers Cost Marketing Plan
    • Customers convenience
    - Written document that contains a
    • Communication to costume
    detailed analysis of the current market
    Contemporary Approaches situation.

    ➢ customers satisfaction, customers


    point of view
    ➢ customer oriented
    ➢ uses modern methods (social media)
    ➢ places a premium on customers
    satisfaction

    • Remodeled Marketing Mix


    - Dr. Roberto distinguishes the Product
    as the base P and all others are the
    support Ps. The base P is the value
    offering, while placement (to make
    the product available), pricing (to
    make it affordable), and promotion
    (to get the target customers to know,
    wanta, and buy the product).
    • From 4Ps to 7Ps
    - The 4Ps was redefined by adding;
    ➢ Process
    ➢ People
    ➢ Physical Environment

    AIDA
    - Awareness
    - Interest
    - Desire
    - Action

    New Business Models


    • Social Marketing Approach
    - Application of marketing technique to
    social problems
    - Raises awareness of a given problem
    and aims to convince an audience to
    change their behavior
    - Relationship Marketing Approach
    - Mix of tactics to build strong
    relationship with customers
    - Involves methods to improve
    customer experience

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