PRINCIPLE 1

Organizations earn revenues and

generate profits by offering
products and services to both
individual customers and
organizations.
(American Marketing Association)
 Marketing as a science and a
profession guided principally by the
universal principles of ethics,
corporate citizenship, and corporate
social responsibility.

(Philippine Marketing Association)

 PRINCIPLE 2

Marketing is a form of
communicating or promoting the
value of a product, service, or
brand to the consumers.
 Marketing for profit aims to
increase sales of products or services
while Marketing for nonprofit
purposes aims to communicate
messages for social purposes, such as
health and public safety information
disseminated by the government.
 GOALS OF MARKETING

1. Understand the market and its consumers, and

satisfy their changing needs and wants.
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.
 GOALS OF MARKETING

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.