THE

MARKETING
CONCEPTS
MARK C. MARAVILLAS, MAEM
 Expected Outcome:
At the end of the session, you are
expected to :

a. define and understand marketing and

its goal;
b. identify the elements of marketing
mix.
REFLECT UPON

identify three products that you use

every day. What influence you to buy
those particular products?
WHAT IS MARKETING?
Marketing is the activity, set of
institutions, and processes for
creating, communicating, delivering,
and exchanging offerings that have
value for customers, clients, partners,
and society at large (AMA).
WHAT IS MARKETING?

A combination of different activities

that communicate the benefits of a
company's product to its consumers.
BIG IDEA NUMBER 1!
Companies ensure that the benefits
they are offering to their consumers
are of value to them and that
consumers will be willing to pay the
product's price.
BIG IDEA NUMBER 2!
Companies offer products to
consumers to meet their needs and
wants and to build a profitable
relationship with them.
TELL ME YOUR STAND!

As a consumer, we experience
marketing every day.
You chose your shampoo because the endorser is
your favorite celebrity.

You must have liked pandesal because the

neighborhood bakery offers delicious baked food.

you bought your smartphones because the

salesperson convince you that it offers the best
quality for your budget.
Our decisions are influence by
the marketing mix - product,
price, place and promotion.
What is Marketing Mix?
The marketing mix is composed of
the four elements also known as
four Ps: product, price, place and
promotion. Without one
component, marketing will not be
complete.
Product : Creating Value

Products can be goods or services

that are offered to the market.

To be able to sell a product,

consumers must understand its
value and must perceived it as
something that is worth buying.
Goods

are items that you can touch

physically; hence, they are called
tangible products.

These are items you can find in a

supermarket, bookstore and other
retail places.
Services

are intangible benefits a customer

enjoys that are performed by
people or machines.
Price: Capturing Value

Price captures the value of a

product's offering when you put a
price tag that equates to the
benefits the product offers to
consumers.
Price does not always equate to
monetary component - it may also
refer to time or energy (effort) that
consumers give up in exchange of a
product.
Place: Delivering Value

Place includes necessary activities

to make the products available to
consumers.
Promotion: Communicating Value

Promotion is the component that

informs, persuades, and reminds
potential buyer on the value they
can get from a product.
What Have I Learned So Far?

1. What is marketing? Why is it

important in an organization?
2. What are the four Ps of
marketing? Discuss each
element. Limit your discussion
in three (3) sentences.
THANK YOU!