Defining

MARKETING
in the 21 st

Century
Dino Soriano Dizon
Contents
01 What is a MARKET?

02 What is MARKETING?

03 Marketing VS Selling

04 What is MARKETED?
ACTIVITY
“Paper Circle”
 What is a
MARKET?
“A market consists of all the
potential customers sharing a
particular need or want who might
be willing and able to engage in
exchange to satisfy that need or
want” (Philip Kotler).
 Teachers Fathers

Students Mothers
Coffee-Lovers
Marketing is an organizational function and a
set of processes for creating, communicating,
and delivering value
to customers and for managing customer
relationships in ways that benefit the
organization and its stakeholders.

What is
MARKETING?
MARKETING

ORGANIZATIONAL
FUNCTION
CREATING
COMMUNICATING

DELIVERING VALUE

MANAGING CUSTOMER
RELATIONSHIPS
 MARKETING SELLING
Emphasis on consumer VS Emphasis on products
needs and wants

Manufacture a
Customer need is first product first, and
identified before decides to sell it.
manufacturing a
product

Long-term relationship Short-term relationship

 “There will always be a need for
some selling. But the aim of
marketing is to make selling
superfluous. The aim of
marketing is to know and
understand the customer so well
that the product or service fits
him and sells itself. Ideally,
marketing should result in a
customer who is ready to buy. All
that should be needed is to make
the product or service available.”
Peter Drucker
 WHAT IS MARKETED?

EXPERIENCE

GOODS SERVICES IDEAS

PEOPLE
“Our jobs as marketers are to
understand how the customer
wants to buy and help them to
do so.”

Bryan Eisenberg