PROSALES- PROFESSIONAL

SALESMANSHIP
LESSON I
I. AN OVERVIEW
OF MARKETING
 Marketing
• may be defined as exchange activities
conducted by individuals or organizations for
the purpose of satisfying human wants with
the view of accomplishing individual or
organizational objectives.
 Definition of
Basic Marketing Terms
• Exchange - refers to the trade of things or
service of value between buyer and seller

• Human Needs– the thing or service that is

required by a human being for the health and
well-being of his body and mind.
 Definition of
Basic Marketing Terms
•Human Want - when a person has an unfulfilled
need, and he is aware of an object that will best
satisfy the need, and the object is still not in his
possession, the person has an existing human want.

•Objective – the desired result of an activity

The Marketing Concepts Versus the
Other Concepts
1. The Product Concept
- companies adapting this concept attempt to find
interested buyers after producing the product
2. The Selling Concept
- Under this concept, the firm produces the product
then adapts a selling strategy designed to convince a
group of perceived customers
 The Marketing Concepts Versus the
Other Concepts
3. The Marketing Concept
-The firm defines its target market and
determine the needs, wants and values of the
market. The firm then adapts a strategy to
satisfy those needs and wants more effectively
and efficiently than its competitors.
 STAGES OF DEVELOPMENT OR
ERA OF MARKETING
1.The Production Era
This era covers the period of industrial revolution until
1928 when the company was focused on production of a few
specific products.

2. The Sales Era

The company emphasized selling because of increased in
competition in this era covering the period 1930 to 1950.
 STAGES OF DEVELOPMENT OR
ERA OF MARKETING
3. The Marketing Department Era
The period covering 1950 to 1960, progressive companies adapted the idea that all
marketing activities with in the firm must be under the control of a single department.

4. The Marketing Company Era

The time when marketing people developed long range plans.

5. The Marketing Company with Social Concern Era

At about the year 1975, companies began to consider social issues as a factor in the
formulation of marketing strategies.
 WHEN DOES MARKETING
OCCUR

For marketing to occur, four factors are necessary:

1.The presence of at least two parties with unsatisfied
needs;
2. The desire and ability of the parties to be satisfied;
3. The existence of a way for parties to communicate;
and
 The Marketing Variables
• Marketing variables are factors that the firm must reckon
with to achieve marketing objectives.

Two Types of Variables:

1.Marketing Mix Variables
2. Marketing Environment Variables
 THE MARKETING MIX
• The marketing mix variables are parts of the internal environment
the firm created, and as such, the firm can directly manipulate in
pursuance of a sound marketing strategy.

• Marketing Mix Variables consists of the following

1. Product
2. Price
3. Promotion
4. Place
 The Product
• The tangible commodity or the intangible
service that the business offers for sale to
prospective customers which include
warranties and condition attached to the
product.
 PRICE
• The amount of money paid by the customers
to the selling firm. The transaction could
mean either absolute transfer of ownership
form seller to buyer or a rent or lease
arrangement.
 PROMOTION
• The provision of required information to prospective customers so that
they are persuaded to buy.

• Types of Promotion
1. Personal selling- the use of service of salesmen to influence the buyer’s
purchasing decision.
2. Mass Selling- involves the simultaneous persuading of large numbers of
prospects to buy the company’s products.
3. Sales Promotion- short-term inducement of value offered to prospective
customers to arouse interest in buying a good or service. Coupons, raffle
stubs, and free samples are some of the ways used. in sales promotion
 PLACE

•Location where the company’s

products are available as needed by the
buyers.
The Marketing
Environment
 Part of the external environment of the firm is the marketing environment
consisting of five variables confronting the firm. The company has little or no
control over this variables.

1. Social forces
This is an important factor that affects marketing strategy. It includes the
following
a. Characteristics of the people - maybe derived through
demographics which provide information on where people are, there numbers,
age, sex, income and occupation.
b. Income – provides clue as to what people can afford and, as such
adjustments had to be made on various marketing activities.
c. Values / Culture – Culture is a social force which must be
considered by marketers. It consists of the set of values, ideas and attitudes of a
group of people and are transmitted from one generation to another.
2. Economic Forces
- Inflation and recession are two important macroeconomic
conditions that marketers must consider in making decisions.
- Inflation reduces the purchasing power of consumers and so they
would limit their spending to necessities.

3. Technological Forces.
- Development in existing technology can make some products
obsolete and it makes marketing more challenging
4. Competitive Forces
-Business firms are confronted with competitors so they have to
manage their marketing activities effectively and efficiently to
survive.
Basic Forms of Competition:
1. Pure Competition – is that market situation where there are
many competitors offering for sale identical products or services.
2. Monopolistic Competition- there are many sellers but less than
those in a pure competition in a particular market competing with
each other
3. Oligopoly- firms compete in a given industry.
The products sold are homogeneous or identical like
gasoline, steel, automobiles, cement and cigarettes.

4. Monopoly- there is only one single seller in a

particular market such as the supply of electricity
and water
5. Regulatory Forces
- laws enacted by the national government and
local ordinances by provincial and municipal
governments restrict business activities.
 REFERENCE:

PRINCIPLES OF MARKETING

ROBERTO G. MEDINA, PH.D.