PRINCIPLES OF

MARKETING
LUIGIE M. LARMAN III
 WHAT IS MARKETING?
Defining Marketing

WHO DOES MARKETING?

WHY STUDY
MARKETING?
 MARKETING
• -is the process by which producers of goods and services aim
to find out where a demand exists for certain services and
products and then find solutions to those needs as well as the
way to make consumers aware of the solutions. Marketing is
the aspect of business which is most consumer focused as all
of the principles of marketing relate directly to the consumer.
 MARKETING
“the action or business of promoting and
selling products or services, including
market research and advertising”.
MARKETING
- “ American Marketing Association”

Creating Communicating

Delivering Exchanging
• CREATING - The process of collaborating with suppliers
and customers to create offerings that have value.

• COMMUNICATING - Broadly, describing those offerings,

as well as learning from customers.

• DELIVERING - Getting those offerings to the consumer in a

way that optimizes value.

• EXCHANGING -  Trading value for those offerings.

 Value
- We mean the benefits
buyers receive that meet
their needs.
In other words, value is what the customer
gets by purchasing and consuming a
company’s offering. 
Furthermore, our goal as marketers is to create a
profitable exchange for consumers. By profitable,
we mean that the consumer’s personal value
equation is positive. The personal value
equation is

VALUE = Benefits Receive – (Hassle + Price)

THE 4P S
OF MARKETING( Marketing Mix)
THE 4POSF M A R K E T I N G
PRODUCT
• Brand
• Designs
• Services
• Packaging
• Quality
• Warranties
THE 4POSF M A R K E T I N G
PRICE
• Offer Price
• Discount
• Credit Policy or Terms
• Payment Period
• Allowances
• Last Price
THE 4POSF M A R K E T I N G
PLACE
• Market
• Channel
• Distribution
• Transport
• Locations
• Coverage
THE 4POSF M A R K E T I N G
PROMOTION
• Sale
• Advertisement
• Publicity
• Direct Marketing
• Public Relation
• Communication
THANK YOU!