SUMMARIZATION

Lesson 1 : MARKETING PRINCIPLES

Lesson 2 : MARKETING GOALS

(Traditional Marketing and Contemporary
Marketing)

Lesson 3 :
Part 1 : Relationship Marketing
Part 2 : Customer Relationship
Marketing

Lesson 4 : CUSTOMER RELATIONSHIP

● PART 1: Customer Service
● PART 2: Customer Lifetime Value

Lesson 5 : CUSTOMRER RELATIONSHIP

MANAGEMENT

Lesson 6 : MARKET OPPORTUNITY

ANALYSIS AND CONSUMER ANALYSIS

● PART 1: Strategic Marketing

Versus Tactical Marketing
● PART 2: The Marketing
Environment
● PART 3: Marketing Research
● PART 4: Consumer Buying
Behavior
● PART 5: Market Segementation
and Positioning

Principles of Marketing 11 Reviewer

Solely for Education Purposes
HB
 ● The Situation Analysis
LESSON 1: DEFINITION OF
ex. MIcroenvironment, Macroenvironment,
MARKETING AND MARKETING
SWOT (read Lesson 6 Part 2 )
PRINCIPLES
● Marketing Strategy Formulation
Market segmentation, target market
selection, value proposition, and product
positioning ( read Lesson 6 Part 5)
Marketing is the creation and
● Marketing Mix (4Ps) 1950s
communication of value to customers.
- Product - include product’s
- Involves customer’s maintenance of
design and development,
relationships that should last for a
branding and packaging
lifetime
(creating offers)
American Marketing Association (AMA)
- Promotion - advertising,
- “ Marketing is an organizational
personal selling, sales
function and a set of processes for
promotions, direct marketing
creating, communicating, delivering
(communication)
value to customers, and for
- Place - delivering
managing customer relationships in
- Price - monetary amount
ways that benefit the organization
charged for the product
and its stakeholders.”
(exchanging)
MARKETING PRINCIPLES AND
● Implementation and Control
STRATEGIES
Implementation, monitoring, marketing mix
adjustment
1. Principles
2. Goals
Marketing strategy is a long-term plan for
3. Approaches
achieving a company’s goals.
Philippines Marketing Association (PMA)
- “Science and profession guided
principally by the universal principles
KEY TERMS
of ethics, corporate citizenship, and
corporate social responsibility”
● Marketing
Marketing is the delivery of customer ● AMA
satisfaction at a profit. ● PMA
● MARKETING PROCESS
● MARKETING STRATEGY
● 4PS

MARKETING PROCESS (MP)

- Is a series of steps that allow

organizations to identify customer
problems, analyze market
opportunities.

MARKETING STRATEGIES (MS)

Principles of Marketing 11 Reviewer
Solely for Education Purposes
HB
 improving production
LESSON 2: GOALS OF MARKETING
AND TRADITIONAL AND efficiency.
CONTEMPORARY APPROACHES TO
MARKETING 2. The Product Concept
- Customer will always
choose products with high
GOALS OF MARKETING/ MARKETING quality. Resources focus on
GOALS product improvement and
innovation.
Marketing goals should be specific,
measurable, aspirational, realistic, and 3. The Selling Concept
time-bound (SMART). - Emphasizes strong sales and
promotion offers.

CONTEMPORARY APPROACHES TO
TRADITIONAL CONTEMPORARY MARKETING
MARKETING MARKETING

- Umbrella Consumer-focuse 1. Relationship Marketing

terms that d - Strategy helps brands to
covers the Strategy offers develop strong and
wide array products and long-term customer
of services based on relationship.
advertising what the target
channels market desires
we see rather than what 2. Industrial Marketing
daily. the company wants - B2B or
- Print them to have business-to-business
media,billboa - Aims for marketing. Where a
rd,TV customer’s company sells or market its
advertising,fl satisfaction goods and services to
yer, poster .
another company.
campaigns,
radio
broadcasting 3. Social Marketing
advertising - Aimed at bringing any
social change. Social
marketing is designed to
benefit different individuals
TRADITIONAL APPROACHES TO and communities in society.
MARKETING Contemporary approaches followed by
organizations
1. The Production Concept - Cause Marketing
- customer s prefer affordable - company and charity work together
and widely distributed to promote awareness for a good
products. Efforts are focused reason .
on expanding sales and
Principles of Marketing 11 Reviewer
Solely for Education Purposes
HB
 - Event Marketing
- marketers run promotional events
and promoting their products and
services at these events. This
involves ftf contact and helps
increase brand credibility.
- Green Marketing
- services and goods are marketed
for their environmental benefits.

KEY TERMS

MARKETING GOALS
TRADITIONAL APPROACH
MARKETING (TAM)
● PRODUCTION CONCEPT
● PRODUCT CONCEPT
● SELLING CONCEPT
Remember: TAM-PPS
CONTEMPORARY APPROACH
MARKETING (CAM)
● RELATIONSHIP MARKETING
● INDUSTRIAL MARKETING
● SOCIAL MARKETING
Remember: CAM-RISo
CAM ORGANIZATION (CAM-ORG)

● CAUSE MARKETING
● EVENT MARKETING
● GREEN MARKETING
Remember: ORG- CEG

Principles of Marketing 11 Reviewer

Solely for Education Purposes
HB

LESSON 3: RELATIONSHIP
MARKETING
PART 1: CONCEPT OF RELATIONSHIP
MARKETING AND THE FIVE LEVELS
OF RELATIONSHIP MARKETING
RELATIONSHIP MARKETING
- Is a long-term customer-centric
strategy to build customer loyalty,
satisfaction, and retention rather
than single-sale transactions.
- Involves creating, maintaining, and
enhancing strong relationships
with customers.
CHARACTERISTICS OF RELATIONSHIP
MARKETING (note: already summarized)
1. Focuses on long-term customer
relationship
2. Focuses more to customers benefits
and satisfaction
3. Retention and growth of customers
4. Depends more on cross-functional
teams rather than departmental-level
work.
5. More on listening and learning than
talking
suggestions and ideas to
improve their experiences
4. Proactive Marketing
- When a businesses actively
work to improve their product
and services
5. Partnership Marketing
- Involves collaboration with
other business to improve
customer experience and
satisfaction.
KEYS
● RELATIONSHIP MARKETING
● CHARACTERISTICES OF RM
● FIVE LEVELS OF RM
1. BASIC = ACQUIRING
2. REACTIVE = FEEDBACK
3. ACCOUNTABLE =
SUGGESTIONS
4. PROACTIVE = ACTIVELY WORK
5. PARTNERSHIP = COLLAB

FIVE LEVELS OF RELATIONSHIP

MARKETING

1. Basic Marketing
- Acquiring a customer and
successfully guiding them
through a sale.
2. Reactive Marketing
- When a company receives
feedback from a customer
after a sale.

3. Accountable Marketing
- When a business reaches
out to a customer for
Principles of Marketing 11 Reviewer
Solely for Education Purposes
HB

LESSON 3: PART 2
CUSTOMER RELATIONSHIP MARKETING
AND THE BENEFITS OF RELATIONSHIP
MARKETING
Customer Relationship is the
development of an ongoing connection
between a company and its customer.
CUSTOMER RELATIONSHIP
MARKETING
- Is a strategy by which the team
concentrates on building
relationships with the customer
rather than on transactions.
Benefits in Developing and Implementing
CR
1. Consistent customer experience .
2. Customer feedback
3. Customer profitability
4. Customer advocate
5. Innovation
- Understanding customer
characteristics understand the
needs and wants of the customer
and to segregate based on groups
or characteristics like purchasing
power, frequency and volume of sale
transactions.
- Delivery and meeting
expectations the product creation
will be easier and avoid reducing
wastage due to trial and error
methods.
- Repeat Business will make the
customer feel that they do not need
to switch to other sellers.
- Prevents negative transaction
trust and loyalty are beneficial to
prevent customers from turning to
competitors.
- Word-of-mouth Marketing happy
customer will always promote
business
- Reduced marketing cost means
more value creation
- Identification with the company
will keep customer from coming in
and build brand equity for the
company
- Product Market Expansion
employees must be ready to deliver
beyond the boundaries of customer
demand
KEY
● CUSTOMER RELATIONSHIP
● CUSTOMER RELATIONSHIP
MARKETING
Note that Customer Relationship is
different from Customer Relationship
Marketing.
● BENEFITS IN DEVELOPING
AND IMPLEMENTING
CUSTOMER RELATIONSHIP
Principles of Marketing 11 Reviewer
Solely for Education Purposes
HB
 Delivering Customer Value
LESSON 4: PART 1
Provide the customer with
CUSTOMER SERVICE 1. Best Cost
2. Best Product
The customer is the cornerstone of
Importance of Customer Value
marketing. Business live, bloom, or perish
1. Become a mandate for
based on their ability to offer value to
management
customers through the exchange process.
2. Provides focus direction for the
organization
Creating,delivering, and communicating
3. Impels organizations to market
value to a customer.
leadership positions
4. Key ingredient in building a
Customers are people or organizations
competitive advantage
with needs or wants that a business
5. Balance of power has shifted from
aims to address. They are the lifeblood of
company to value-seeking
any business.
customer
6. Customer value become more
Marketers cannot force customers to buy
critical
any product or service that the company
7. Customer are looking for
offers.
companies that create a maximum
value for them based on their
CUSTOMER SERVICE is the process of
needs and wants.
ensuring customer satisfaction.

CUSTOMER VALUE is the perception of

KEYS
the worth of satisfaction the customer
experiences or expects to experience from
the product or service they paid versus the ● CUSTOMER
possible alternatives. ● MARKETERS
● CUSTOMER SERVICE (
CS)
Creating More Customer Value
● CUSTOMER VALUE (CV)
- Understand what drives value for ● STEPS IN CREATING
customers MORE CUSTOMER
VALUE (U-UP-ICF)
- Understand value proposition ● IMPORTANCE OF
- Identify the customers and CUSTOMER VALUE
segments where the company can
create more value relative to
competitors.
- Create a win-win price
- Focus investments on the most
valuable customers.
-
Principles of Marketing 11 Reviewer
Solely for Education Purposes
HB
 KEYS
LESSON 4 : PART 2

CUSTOMER RELATIONSHIP:
CUSTOMER SERVICE -
● CUSTOMER LIFETIME VALUE
CUSTOMER LIFETIME VALUE
● ACQUISITION COST
● RETENTION COST
CUSTOMER LIFETIME VALUE ● FORMULA FOR CVL
(CLV) is the amount of money a PV for PESO VALUE
RP for REPEAT PURCHASE
customer is predicted to spend with
RT for RETENTION TIME
your business for the duration of
your relationship with that individual.

CLV is important because it allows

you to maximize the value of every
customer relationship.

CLV is the forecasted sales or

profits that a company can derive
from the entire span of its future
relationsahip with a particular
customer.

ACQUISITION COST - cost for

getting new customers.

RETENTION COST - cost for

maintaining existing customer.

Remember: If the customer

lifetime value is high, the chance
of retaining the customer to buy
more products is also high.

FORMULA FOR CLV

CLV: (PV) (RP) (RT)

PV is the average peso value of sale to a

particular customer
RP is the repeat purchase in a year
RT is the retention time in months or
years
CLV Customer Lifetime Value
Principles of Marketing 11 Reviewer
Solely for Education Purposes
HB

LESSON 5: CUSTOMER
RELATIONSHIP MANAGEMENT (CRM)
CUSTOMER RELATIONSHIP
MANAGEMENT is now being utilized by
companies to enhance their relationship
with their”partners” or customers who have
become loyal to their products.
CRM PROGRAM MAY INVOLVE
- Monitoring rewards
- Such as giving card
- Loyalty card / stamp
It is also an organization’s strategy for
managing relationships and interactions
with current and potential customers.
CUSTOMER RELATIONSHIP
MANAGEMENT is a process of managing
an organization’s interactions with current
and future customers.
COMMON PRACTICES TOWARD
SUCCESFUL CUSTOMER SERVICE
Banks / Utility Firm - 24/7, Hotline,
Helpdesk, waiting lounge
Department Stores/Supermarkets/
DrugStores/ BooksStores - Online ordering
system/ Reservation/ Free gift-wrapping
Fast Food Chains/ Restaurants - Online/
Free delivery
Barbershop/ Salon - Free Shampoo
STRATEGIES IN THE IMPLEMENTATION
OF CUSTOMER RELATIONSHIP
MANAGEMENT
1. Adopt the right mindset towards
customer service.
2. Procure or develop CRM software
3. Quantify customer acquisition
and retention cost
4. Create and implement a customer
service training program
5. Empower salesperson to make
decisions
6. Establish communications line
between your customer and
customer contact staff.
7. Shop your competition
8. Continue innovating customer
services
9. Promote feneuine customer
service with passion
KEY
● CUSTOMER RELATIONSHIP
MANAGEMENT ( CRM )
● CRM PROGRAM
● STRATEGIES IN THE
IMPLEMENTATION OF
CUSTOMER RELATIONSHIP
MANAGEMENT
Principles of Marketing 11 Reviewer
Solely for Education Purposes
HB
 - Involves the 4Ps, market
segmentation, targeting and
LESSON 6: PART 1
positioning
MARKET OPPORTUNITY ANALYSIS AND 5. Startegy Evaluation and Control
CONSUMER ANALYSIS - -

STRATEGIC MARKETING VERSUS TACTICAL MARKETING/MARKETING

TACTICAL MARKETING PLANNING is the more granular means that
directly support strategic marketing. How
MARKET OPPORTUNITY ANALYSIS is strategy comes to life.
the process of reaching and discovering
possibilities for increasing your revenue and STEPS
acquiring more customer. 1. Marketing Strategies
2. Action Plan/ Tactics
CUSTOMER ANALYSIS or customer profile 3. Marketing Activities
is a critical section of a company’s business 4. Activity Timetables
plan or marketing plan. 5. Responsibility/ Accountability
6. Activity Budgets
MARKETING PROCESS is the process of 7. Monitoring and Controlling
discovering unfulfilled consumer needs.

STRATEGIC MARKETING/ PLANNING is

the roadmap designed to achieve the
company’s goals and objectives. KEY

STRATEGIC MARKETING PROCESS is a

series of steps to establish a clear and
concerted direction for setting goals and
objectives.
1. Mission Identification
- Defines the core principle of
the organization.
2. Situation Analysis
- Reach your market, profile
your customers and
competitors, identify external
and internal environment
3. Objective Setting
- Identify your overarching
goals, it’s critical to follow the
SMART Method.
4. Marketing Strategy and
Development
MARKET OPPORTUNITY ANALYSIS
CUSTOMER ANALYSIS
MARKETING PROCESS
STRATEGIC MARKETING PLANNING
STRATEGIC MARKETING PROCESS
TACTICAL MARKETING/ MARKETING
PLANNING
STEPS
LESSON 6: PART 2
MARKET OPPORTUNITY ANALYSIS
AND CONSUMER ANALYSIS -
THE MARKETING ENVIRONMENT

Principles of Marketing 11 Reviewer

Solely for Education Purposes
HB

MARKETING ENVIRONMENT consist of
different components that affect the
company’s ability to maintain its position in
the market.
MARKETING MICROENVIRONMENT
- Are internal to the company or
those that are relevant to its
operation.
Marketing Microenvironment that
composed of the following:
1. Company marketing may be the
lifeblood of an organization.
2. Suppliers provide raw materials,
utilities, etc
3. Market Intermediaries channels
that link the organization to its
customer, also help in promotion of
products
4. Customers create demand for
products and services
5. Competition may caue price
changes and launch and
promotional campaigns
6. Publics include individual with
actual and potential interest in the
company and its products and
services.
MARKETING MACRO-ENVIRONMENT
- Factors are external to the
organization and can neither be
influenced nor altered by the firm.
1. Economic Macro-environment
consists of factors that affect the
purchasing power and spending
patterns of consumers.
2. Political-legal Macroenvironment
includes law and legislation,
government rulings
3. Socio-cultural Macroenvironment
each geographical area has a
specific culture that dictates how
business is conducted.
4. Demographic Macroenvironment
consist of changes in population
characteristics
5. Technological Macroenvironment
composed of current and impending
technological changes.
SWOT ANALYSIS
Internal Factors:
STRENGTH favorable to a firm, things your
company do well
WEAKNESSES unfavorable to a firm,
resources limitations
External Factors:
OPPORTUNITIES favorable to a company
and can be capitalized on, emerging needs
and wants
THREATS unfavorable factors that require
mitigation., new competitors
KEY
● MARKETING ENVIRONMENT
● MARKETING
MICRO-ENVIRONMENT
Remember that mIcro means internal or
within the organization
● MARKETING
MACRO-ENVIRONMENT
While mAcro means external or outside
the organization
SW = Internal
OT ANALYSIS = External
LESSON 6: PART 3:
MARKETING RESEARCH
Principles of Marketing 11 Reviewer
Solely for Education Purposes
HB

MARKETING RESEARCH is the
systematic process of designing, collecting,
analyzing and reporting data and findings
relevant to solving a specific marketing
situation facing the company.
MARKETING INFORMATION SYSTEM
Is primarily responsible for the gathering,
analysis, and timely distribution of
information for the use of marketing
decision-makers.
STEPS IN THE MARKETING RESEARCH
1. Establish the need for marketing
research (alamin kung ano ang
kakailanganin bago isagawa ang
marketing research )
2. Defining problem (anong problema
ang nais mong lutasin? alamin muna
bago gumawa para alam mo kung
ano yung hinahanapan mo ng
aksyon o solusyon)
3. Establish Research Objectives (
dapat may layunin ang marketing
research mo, para saan? Para
kanino? )
4. Determining Research Design
(bago umaksyon kailangan muna na
sagutin mo ang tanong na PAANO,
paano mo gagawin ang pag-aaral na
ito)
5. IDENTIFYING INFORMATION
TYPES AND SOURCES (kailangan
mong tuklasin ang iba pang sources,
parang RRL yan, need mo ng datos
mula sa iba para maging gabay mo
sa paggawa ng sariling pag-aaral)
6. Determining methods of
accessing data (sa paanong
pamamaraan ka makakakuha ng
datos)
7. Designing data collection forms
(paano mo kukunin ang datos mo,
tru surveys ba questionners or
others)
8. Determining sample plan and size
(gaano karami o kalawak ang
kukunin mong sample or participants
para sa pag-aaral)
9. Collecting Data ( syempre kapag
nakapagsagawa kana ng survey
kailangan mong pasagutan yon para
makakuha ng datos na kailangan
mo)
10. Analyzing Data ( syempre di mo
lang titingnan yung nakuha mong
datos dapat ianalyze mo rin kung
ano ang naging resulta non)
11. Preparing and presenting the final
Report (kung naisagawa mo na ang
lahat na ito at naanalyze mo na yung
nakalap mong datos, ready ka na
para sa final report)
KEYS
● MARKETING RESEARCH
● MARKETING
INFORMATION SYSTEM
● STEPS IN MARKETING
RESEARCH
Principles of Marketing 11 Reviewer
Solely for Education Purposes
HB
 THREE TYPES OF ORGANIZATIONAL
LESSON 6: PART 4
BUYING DECISIONS
CONSUMER BUYING BEHAVIOR
New Task - organization never bought
before or has not purchased for a long
CONSUMER BEHAVIOR observes how
period
people choose, use, and discard products
Straight Rebuy - same specifications as
and services, encompassing their
previously purchased
emotional,cognitive, and behavioral
Modified Rebuy - rebuy with some
reactions.
changes
CONSUMER MARKETS it is a marketplace
consisting of individuals or household who
Industry Affiliation - company’s primary
purchase goods for personal consumption
business activity
normally in smaller quantities but
Geographic Location - travel, logistic cost,
frequently.
location concentration
End-Use Application - the way a product
services is used by a purchasing company
CONSUMER BUYING BEHAVIOR is
or firm)
initiated by marketing stimuli which refers to
the elements of the marketing mix. It is the
ECONOMIC AND PERSONAL FACTORS
total of a consumer’s attitudes, intentions,
THE TWO MAJOR INFLUENCERS OF
preferences, and decisions when buying a
ORGANIZATIONALL BUYERS
product or service.

1. Environmental Factors : econimic

Varying income, culture, learning,
situation, technology, politics,
perceptions, personalities, and social, and
competition
psychological profiles.
2. Organizational Factors : company
policies, structure, procedures,
ORGANIZATIONAL MARKETS business
system, etc
organizations that sell and purchase goods
3. Interpersonal Factors : different
and services of vast quantities for some use
interest, personalities, and
other than personal consumption
authorities involved of the
purchasing process
THREE TYPES OF ORGANIZATIONAL
4. Individual Factors : each
MARKETS
organization has its own
- Government
preferences, motivation,
- Industries (reprocess a product or
perceptions,
service)
KEYS
- Resellers ( buy physical products
and resell them again without any ● CONSUMER BEHAVIOR
● CONSUMER MARKETS
processing) ● ORGANIZATIONAl MARKETS
● THREE TYPES OF ORGANIZATIONAl
- MARKETS
● TWO MAJOR INFLUENCERS

Principles of Marketing 11 Reviewer

Solely for Education Purposes
HB

LESSON 6 : PART 5
MARKET SEGMENTATION AND
POSITIONING
STP MARKETING MODEL
Segmentation, Targeting, Positioning) is
a familiar strategic approach in modern
marketing. It is one of the most commonly
applied marketing models in practice, with
marketing leaders.
STP focuses on commercial
effectiveness…
MARKET SEGMENTATION
- Is the process of diving the
market into homogeneous parts
or groups. It is important in
defining and better understanding
your target market.
FOUR MAJOR VARIABLES USED IN
MARKET SEGMENTATION
1. Geographic
- Pertains to population
location segmented in
regions, cities, urban, rural
areas, and more.
2. Demographic
- Refers to general
characteristics of the
population age, gender, civil
status, religion, income, and
more
3. Psychographic
- Psychological profile of
consumers based lifestyle,
social class, personality,
benefits sought, beliefs,
attitudes and more.
4. Behaviorgraphic
- Indicative of purchase and
sales however information
is not available in public
databases to all
organizations.
TARGET MARKET the most probable and
most logical, heaviest set of buyers sharing
common needs and characteristics that
businesses decide to pursue and serve
- ELEMENTS OF IDEAL TARGET
MARKET
1. Substantial
- Size of the selected target
market must be large enough
in terms of quantity/ total
consumption capability.
2. Financially Capable
- Having the financial means
to afford the purchase price
3. Reachable
- Within physical reach to
permit product distribution
and various marketing
activities.
4. Homogenous
- React similarly to specific
marketing stimuli to ensure
effective and efficient
marketing activities.
POSITIONING
- Is the process of communicating
the image of a brand into the minds
of consumers to make it stand out in
comparison to its competitors.
- It is the heart of marketing
strategy.
Example. Open a Coke, Open Happiness
Principles of Marketing 11 Reviewer
Solely for Education Purposes
HB
Brand : is a term, sign, name, design,
symbol or combination intended to
identify the goods
KEYS
THE CORNERSTONE OF POSITIONING
STRATEGY
4 Questions to Determine Brand Position
● STP MARKETING MODEL
1. WHO AM I? ● MARKET SEGMENTATION
2. WHAT AM I? ● FOUR MAJOR VARIABLES IN
3. FOR WHO AM I? MARKET SEGMENTATION
4. WHY ME? ● TARGET MARKET
● ELEMENTS OF IDEAL TARGET
SELECTING A GOOD BRAND POSITION MARKET
● POSITIONING
● BRAND
1. Perceptual Mapping ● THE CORNERSTONE OF
- graphic presentation of customer POSITIONING STRATEGY
perceptions relevant to product ● SELECTING A GOOD BRAND
characteristics. POSITION
- using perceptual map, new
products launched into the market
can select position they wish to
occupy.
- number, size, and intensity of
competition

2. Communicating Brand Position

- All elements must be
consistent to the brand’s
selected positioning and
communicated effectively to
its target market.
- Strong perception and impact
in the market
3. Identifying and Selecting
Competitive Advantage
- Defined as the superiority of
an organization over its
competitor.
- Three Major Types of
Competitive Advantage
1. Cost Advantage
2. Differential Advantage
3. Focus Advantage.

Principles of Marketing 11 Reviewer

Solely for Education Purposes
HB