Marketing Principles

& Strategies
Chapter 1
Objectives:
1 Identify the terms Needs, Wants, Demands, Expectations and Goals

2 Define Marketing Goals

3 Present the Goals of Marketing

4 Discuss the Examples of Marketing Goals

5 Describe the Marketing Process

 Need
the qualifying determinants of
consumers in purchasing a product

state of felt deprivation about

something that is deemed to be
necessary
 WANTS

-the deciding factors amid

various options
-the specific manifestation
of needs

EXPECTATIONS
the beliefs of the consumers on
the benefits and advantages
they will get from a product

DEMAND
the wants that are backed by
purchasing power
MARKETING GOALS

is defined as a new desired result as

well as particular achievement
 are the ultimate objectives that an
organization desires to attain through
effective marketing programs
According to Gary Armstrong, Stewart Adam, Sara Denise & Philip Kotler

The two Goals of

Marketing were identified
as follows:
 To attract the new customers by promising superior
value
 To keep and grow current customers by delivering
satisfaction
Superior Value Premises

products are being emphasized such as:

best price
 premium quality Made from 100%
pineapple juice, which
world's no 1 provides Vitamins A, C
& E that makes the
super affordable immune system
stronger
finest beef in town
 100% natural
 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
conditions and the
quality of life
 3

Design and implement effective customer-driven marketing strategies

Goals of Marketing
Develop marketing programs
4 that deliver superior value to
consumers

Build and maintain mutually

5 beneficial and profitable
customer relationships

Capture customer value

6 to create profits

Promote value transactions

with full regard to the well-
7 being of societies
 The
Marketing
Process
 MARKETING MARKETING MIX IMPLEMENTATION
SITUATION DECISIONS
ANALYSIS -environmental
STRATEGY
FORMULATION & CONTROL

 Micro-environment
 Market
 Macro- Product • Implementation
Segmentation
environment
 Target Market Price • Monitoring
 The Market
Selection Place
 Customers • Marketing Mix
 Value Proposition
 Competition
 Product Positioning
Promotion Adjustment
 Strengths,
Weaknesses,
Opportunities
& Threats
Formative Assessment - Identification
1. The qualifying determinants of consumers in purchasing a
product.
2. It is a state of felt deprivation about something that is deemed
to be necessary
3. The specific manifestations of needs
4. The wants that are backed by purchasing power
5. The ultimate objectives that an organization desires to attain
through effective marketing programs.
Answer

1.Need
2.Need
3.Wants
4.Demand
5.Marketing Goals
THANKS