CHAPTER 1 : MARKETING

PRINCIPLES AND
STRATEGIES

BY: JANICE N. RAMIRO, MBA

OBJECTIVES:

THE LEARNERS SHOULD:

DEFINE AND UNDERSTAND THE MEANING OF MARKETING
DESCRIBED THE TRADITIONAL APPROACHES TO
MARKETING
DISCUSS THE GOALS OF MARKETING
IDENTIFY THE AND EXPLAIN CONTEMPORARY MARKETING
APPROACHES
 WHAT IS MARKETING
>IS A PROCESS BY WHICH COMPANIES CREATE
VALUE FOR CUSTOMERS AND BUILD STRONG
CUSTOMER RELATIONSHIP TO CAPTURE FROM
CUSTOMERS IN RETURN.
CONSIST OF THE STRATEGIES AND TACTICS USED IDENTITY,
CREATE AND MAINTAIN SATISFYING RELATIONSHIPS WITH
CUSTOMERS THAT RESULT IN VALUE FOR BOTH CUSTOMER AND
THE MARKETERS.

> SOCIAL AND MANAGERIAL PROCESS BY WHICH AN

INDIVIDUALS AND GROUPS OBTAIN THEIR NEEDS AND WANTS
THROUGH CREATING AND CHANGING VALUE WITH OTHERS.
Sample Footer Text 12/7/2018 9
MARKETING PROCESS
 CONCEPT ON
UNDERSTANDING
THE CUSTOMERS
NEEDS AND
WANTS
CUSTOMERS NEEDS AND WANTS
UNDERSTANDING
THE MARKETPLACE
AND CUSTOMERS
NEEDS
DESIGN A CUSTOMER DRIVEN MARKETING
STRATEGY
DESIGN A CUSTOMER DRIVEN MARKETING
STRATEGY