@mariannemnmpn

“Marketing is the process by which

companies create value for
customers and build strong
relationships to capture value from
customers in return.”
- Principles of Marketing
(Philip Kotler)

@mariannemnmpn
@mariannemnmpn
Here are the learning for today’s session:

1. Discuss the goals of marketing

2. Discuss the product level and its classification according to

use, differentiation, durability and type, marketing services and
the concept of market share

3. Explain contemporary marketing approaches

@mariannemnmpn
@mariannemnmpn
@mariannemnmpn
@mariannemnmpn
@mariannemnmpn
@mariannemnmpn
1 Understand the market and its consumer, and satisfy their changing needs
and want.
2 Introduce and innovate products and services that improve human
condition and the quality of 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 to create profits.

7 Promote value transactions with full regard to the well being of societies.

@mariannemnmpn
@mariannemnmpn
@mariannemnmpn
 According to use:
Consumer Goods

Product/Goods

@mariannemnmpn
 According to use:
Consumer Goods
Industrial Goods
Consumer Goods

Product/Goods

@mariannemnmpn
 According to use:
Consumer Goods
Industrial Goods

Industrial Goods
According to Differentiation:
Undifferentiated Goods

Product/Goods

@mariannemnmpn
 According to use:
Consumer Goods
Industrial Goods
Undifferentiated Goods
According to Differentiation:
Undifferentiated Goods
Differentiated Goods

Product/Goods

@mariannemnmpn
 According to use:
Consumer Goods
Industrial Goods

Differentiated Goods
According to Differentiation:
Undifferentiated Goods
Differentiated Goods

Product/Goods
According to Durability:
Consumables
Semi-Durables
Durables

@mariannemnmpn
 According to use:
Consumer Goods
Industrial Goods

Durability
According to Differentiation:
Undifferentiated Goods
Differentiated Goods

Product/Goods
According to Durability:
Consumables
Semi-Durables
Durables

According to Type:
Convenience Goods

@mariannemnmpn
 According to use:
Consumer Goods
Industrial Goods
Convenience Goods
According to Differentiation:
Undifferentiated Goods
Differentiated Goods

Product/Goods
According to Durability:
Consumables
Semi-Durables
Durables

According to Type:
Convenience Goods
Shopping Goods

@mariannemnmpn
 According to use:
Consumer Goods
Industrial Goods
Shopping Goods
According to Differentiation:
Undifferentiated Goods
Differentiated Goods

Product/Goods
According to Durability:
Consumables
Semi-Durables
Durables

According to Type:
Convenience Goods
Shopping Goods
Specialty Goods

@mariannemnmpn
 According to use:
Consumer Goods
Industrial Goods
Specialty Goods
According to Differentiation:
Undifferentiated Goods
Differentiated Goods

Product/Goods
According to Durability:
Consumables
Semi-Durables
Durables

According to Type:
Convenience Goods
Shopping Goods
Specialty Goods
Unsought Goods
@mariannemnmpn
 According to use:
Consumer Goods
Industrial Goods
Unsought Goods
According to Differentiation:
Undifferentiated Goods
Differentiated Goods

Product/Goods
According to Durability:
Consumables
Semi-Durables
Durables

According to Type:
Convenience Goods
Shopping Goods
Specialty Goods
Unsought Goods
@mariannemnmpn
CONSUMER GOODS

DIFFERENTIATED GOODS

DURABLE GOODS

CONVENIENCE GOODS

SHOPPING GOODS

SPECIALTY GOODS

UNSOUGHT GOODS

@mariannemnmpn
CONSUMER GOODS

DIFFERENTIATED GOODS

DURABLE GOODS

CONVENIENCE GOODS

SHOPPING GOODS

SPECIALTY GOODS

UNSOUGHT GOODS

@mariannemnmpn
CONSUMER GOODS

DIFFERENTIATED GOODS

DURABLE GOODS

CONVENIENCE GOODS

SHOPPING GOODS

SPECIALTY GOODS

UNSOUGHT GOODS

@mariannemnmpn
CONSUMER GOODS

DIFFERENTIATED GOODS

DURABLE GOODS

CONVENIENCE GOODS

SHOPPING GOODS

SPECIALTY GOODS

UNSOUGHT GOODS

@mariannemnmpn
CONSUMER GOODS

DIFFERENTIATED GOODS

DURABLE GOODS

CONVENIENCE GOODS

SHOPPING GOODS

SPECIALTY GOODS

UNSOUGHT GOODS

@mariannemnmpn
CONSUMER GOODS

DIFFERENTIATED GOODS

DURABLE GOODS

CONVENIENCE GOODS

SHOPPING GOODS

SPECIALTY GOODS

UNSOUGHT GOODS

@mariannemnmpn
@mariannemnmpn
@mariannemnmpn
1 The Marketing Concept

2 The Relationship Marketing Concept

3 The Societal Marketing Concept

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@mariannemnmpn
@mariannemnmpn
 Multiple Choice: Read carefully the statements and choose
the best answer.

1. Which of the following is NOT a contemporary

marketing approach?

A. Marketing Concept
B. Production Concept
C. Relationship Marketing Concept
D. Societal Marketing Concept

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 Multiple Choice: Read carefully the statements and choose
the best answer.

2. Relationship marketing concept holds to

____________________ with customers.

A. Constant Communication
B. Long-Term- Relationship
C. Short-Term Relationship
D. Value Creation

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 Multiple Choice: Read carefully the statements and choose
the best answer.

3. It includes the well-being and interests of the

customers, environment and the society.

A. Marketing Concept
B. Production Concept
C. Relationship Marketing Concept
D. Societal Marketing Concept

@mariannemnmpn
 Multiple Choice: Read carefully the statements and choose
the best answer.

4. Which of the following statements is FALSE about

Societal Marketing?
A. It is similar to marketing concept in determining
customer’s needs and want, providing solution to their
customers.
B. It includes the well-being and interests of the
customers.
C. It prefer products that have high quality.
D. It includes consideration in the interests of the
environment and society.
@mariannemnmpn
 Multiple Choice: Read carefully the statements and choose
the best answer.

5. Having strong customer connection can lead to the

following EXCEPT.

A. Lower sales
B. Higher Sales
C. Repeat customers
D. Generate new customers

@mariannemnmpn
“Good marketing makes the company
look smart, great marketing makes the
company feel smart.”
- Joe Chernov
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@mariannemnmpn