MARKETING

PRINCIPLES AND
STRATEGIES

(LC-1, Session 1)
PRINCIPLES OF MARKETING
 MARKETING
–“Is a science and art of exploring,
creating and delivering value to satisfy
the need of a target market at a profit.”
– Phillip Kotler
MARKETING

– The process by which companies

create value for customers and
build strong customer
relationships in order to capture
value from customers in return.
MARKETING
- “ is a social and managerial process
whereby individuals and groups obtain
what they need and want through
creating and exchanging products and
value with others.”
Kotler and Armstrong (2001)
MARKETING
“a process of continuously and
profitably satisfying the target
customer’s needs, wants, and
expectations superior than
competition.” Josiah Go and Chiqui
Escareal-Go(2011)
MARKETING
- “the activity, set of institutions, and
processes for creating, communicating,
delivering, and exchanging offerings
that have value for customers, clients,
partners, and society at large”
American Marketing Association
MARKETING

–Is managing
profitable customer
relationships.
 Goals of marketing:

–attract new customers by promising

superior value and
–keep and grow current customers by
delivering satisfaction.
 WHAT IS THE DIFFFERENCE BETWEEN
MARKETING AND ENTREPRENEURSHIP?
Entrepreneurship is the journey in forming your own business
and running it.

Marketing is Persuasion and Influence. All businesses that

succeed do marketing in one form of another to get people
interested in their product or service.
 The two interacting components in
marketing are:

COMPANY MARKET
 The market is composed of two other
interacting components:

CUSTOMER COMPETITION
 The Strategic 3C’s of Marketing

CUSTOMERS
COMPANY
COMPETITION
 The key objectives of the 3C’s of
marketing are as follows:
1. CUSTOMERS
To satisfy the needs, wants, and expectations of target customers.
2. COMPETITION
To outperform competition
3. Company
To ensure the corporate health and profit.
Input and Output of Marketing
SALES

CUSTOMERS

COMPANY COMPETITION

PROFITS MARKET SHARES

 MARKETING
PHILOSOPHIES
(LC-1, Session 2)

PRINCIPLES OF MARKETING
 MARKETING
PHILOSOPHIES/CONCEPTS

PRODUCT PRODUCTION SELLING

CONCEPT CONCEPT CONCEPT

RELATIONSHI
MARKETING SOCIETAL
P MARKETING
CONCEPT MARKETING
CONCEPT
 MARKETING PHILOSOPHIES
1. Product concept or Philosophy-
product performance is given priority.
2. Production philosophy- The company
value the importance of the availability of
products at all times with a reasonable
price.
 MARKETING PHILOSOPHIES
3. Selling Philosophy- where firms
hire marketers or sales people to
do aggressive marketing for the
firms product or services.
 MARKETING PHILOSOPHIES
4. Societal Marketing Concept- firms look first into the
welfare of society in general and deliver their offering in a
way that satisfies their market.
5. Marketing Concept- firms determine the needs and
wants of their potential market.

6. Holistic Marketing Concept – one of the latest addition to

marketing philosophies. It is the combination of all above
production, product, selling, marketing, and societal
concepts.
 SELLING CONCEPT
STARTING POINT FOCUS MEANS

PROFITS
EXISTING SELLING AND
FACTORY PROMOTION
THROUGH SALES
PRODUCTS VOLUME

MARKETING CONCEPT
PROFITS
CUSTOMER INTEGRATED THROUGH
MARKET NEEDS MARKETING CUSTOMER
SATISFACTION

MARKETING CONCEPT
 Marketing mix which consists of the
following:

a. Product
b. Price
c. Promotion
d. Place
– The Product. The tangible commodity or the intangible
service that the business firm offers for sale to prospective
customers.
– The Price. The amount of money paid by the customer to
the selling firm .
– The Promotion. The provision of required information
to prospective customers to engage them in buying
process.
– The Place. When the firm wants to emphasize the
place, it makes the company’s products available in
the location and time required by buyers.
 BASIC MARKETING TERMS
Exchange. Refers to the trade of things or service of value between
buyer and seller.

Human needs. A thing or service that is required by a human being for

health and well-being of his body and mind.

Human want. Individuals’ unfulfilled needs.

Objective. Desired result of an activity

THANK YOU!