MARKETING

Presented by:
Regine Alvarez
Nikos Alaban
John Lloyd Alianza
Marketing is a business function and
set of process involved in creating,
delivering and communicating value to
customers, followed by managing
customer relationships, resulting in
mutual benefit for the business and
its stakeholders.
 Lesson 1

INTRODUCTION TO MARKETING DEFINITION OF MARKET

 "market" is a place where buyers and sellers meet
personally to finalize the deal after personal inspection of
goods. However, for a student of marketing, it represents
that place where buyers and sellers come in contact with
one another due to which the prices of goods and
services tend to be equalized easily and quickly.

Thus, market does not mean a place of exchange. It is an

arrangement that provides opportunity of exchanging
goods and services for money or money's worth.

A market is asset of actual and potential buyers who

might transact with a
seller.
 Types of Market
There are different types of market as stated by Kotler, such as consumer,
business, global and nonprofit.
1. Consumer Market
- This refers to those who buy goods for their personal use or purpose. such as buying a
personal computer to accomplish one's academic requirement's.

ADMIN WORKS PPT PRESENTATION

Objective nº 2
 GOODS BOUGHT IN CONSUMER MARKETS
CAN BE CATEGORIZED IN SEVERAL WAYS:

A. Fast Moving Consumer Goods B. CONSUMER DURABLES

THESE ARE HIGH VOLUME, LOW UNIT THESE HAVE LOW VOLUME BUT HIGH
VALUE, FAST REPURCHASE. UNIT VALUE. CONSUMER DURABLES
EXAMPLES : READY-TO-EAT MEALS, ARE OFTEN DIVIDED INTO:
BAKED BEANS; NEWSPAPERS

WHITE GOODS - (FRIDGE-FREEZERS;

COOKERS; DISHWASHERS;
MICROWAVE)
BROWN GOODS - (DVD PLAYERS,
GAMES CONSOLES, PERSONAL
COMPUTER)
 C. Soft Goods
JANUARY
Soft goods are similar to consumer durables, except that
they wear out more quickly and therefore, have a shorter
replacement cycle.
Examples: include clothes and shoes.

[Link]
This refersMARCH
to a transaction in which no physical goods are
transferred from the seller to the buyer. The benefits of such a
service are held to be demonstrated by the buyer's willingness
APRIL
to make the exchange. Using resources, skill, ingenuity, and
experience, service providers benefit service consumers.
Examples: include hairdressing, dentists, and hospitality
services.
 2. BUSINESS MARKETS
THESE INSTITUTIONS OR PEOPLE BUY INDUSTRIAL GOODS EITHER
FOR THE PURPOSE
OF USING IN BUSINESS OPERATIONS.
ALSO KNOWN AS BUSINESS-TO-BUSINESS MARKETING OR B2B
MARKETING. 03

02 01

COMPUTER SHOP
COMPUTER SET
 3. GLOBAL MARKETS

MARKETS WHICH HAVE HISTORICALLY BEEN TRIED IN

INTERNATIONAL TRADE ARE MOST READILY IDENTIFIED AS
BEING GLOBAL.
 4. NON-PROFIT AND GOVERNMENT MARKETS

A TYPE OF ORGANIZATION THAT DOES NOT EARN PROFITS FOR ITS

OWNER.
 EXAMPLES:
TULOY FOUNDATION INC. - HELPS IN THE UPLIFTMENT OF ABANDONED AND
STREET CHILDREN
ABS CBN FOUNDATION INC. SAGIP KAPAMILYA - OUTREACH PROGRAM FOR
CHILDREN, THEIR FAMILIES, THE ENVIRONMENT AND COMMUNITY.
JOLLIBEE FOOD CORPORATION SEEDS PROGRAM (SKILLS ENHANCEMENT
AND EDUCATION DEVELOPMENT FOR STUDENTS - TO SUPPORT THE WORKING
STUDENTS TO CONTINUE THEIR STUDIES WHILE WORKING AT JOLLIBEE
KFC ADDD HOPE - CAMPAIGNS COLLECTS DONATIONS IN STORE TO FUND
MEALS FOR LESS FORTUNATE CHILDREN.
DEFINITION OF MARKETING
CUSTOMER
ANALYSIS
ADVERTISING
MARKET
SALES
PROMOTION
PRICE
INTERNET
TARGET

= MARKETING
MARKETING IS THE ORGANIZATION'S TASK TO DETERMINE
THE NEEDS, WANTS, AND INTEREST OF TARGET MARKETS
AND TO DELIVER THE DESIRED PRODUCT/SERVICE MORE
EFFECTIVELY AND EFFICIENTLY THAN COMPETITORS IN A
WAY THAT PRESERVES OR ENHANCES THE CONSUMER'S
AND THE SOCIETY 'S WELL-BEING.
ACCORDING TO HARRY L. HANSON, MARKETING IS "THE
PROCESS OF DISCOVERING AND TRANSLATING
CONSUMER NEEDS AND WANTS INTO PRODUCT AND
SERVICE SPECIFICATION, CREATING DEMAND. IT IS THE
PERFORMANCE OF THOSE BUSINESS ACTIVITIES THAT
DIRECT FLOW OF GOODS AND SERVICES FROM THE
PRODUCERS TO THE CONSUMERS."
ACCORDING TO PHILIP KOTLER, THE FATHER OF MODERN
MARKETING, MARKETING IS WORKING WITH MARKETS
ATTEMPTING TO ACTUALIZE POTENTIAL EXCHANGES, A
HUMAN ACTIVITY DIRECTED AT SATISFYING NEEDS AND
WANTS THROUGH THE EXCHANGE PROCESSES.
 THERE ARE SEVERAL BASIC COMPONENTS
UNDERLYING MARKETING, NAMELY:
[Link]
• THINGS WE MUST HAVE IN ORDER TO STAY ALIVE.
[Link]
• THINGS WE DON'T REALLY NEED BUT WOULD LIKE TO HAVE.

PARTICULARS NEEDS WANTS

Hunger Chinese: noodles, siomai, tikoy, buchi

Foods

Fashion Wear Uniqlo, Bench, Levi's

Clothing

condominium,
Shelter dorm,
Housing
townhouse

Recreation basketball, volleybal

Sports

Transportation
Vehicle cars, vans, bus, jeepney
 3. POTENTIAL EXCHANGE
WHERE THE BUYERS AND SELLERS PHYSICALLY MEET AND
EXCHANGE GOODS AND SERVICES

4. HUMAN ACTIVITY
CONCERNED WITH PEOPLE AND THE ACTIVITIES INVOLVED IN
THE FLOW OF GOODS
AND SERVICES FROM PRODUCERS AND CONSUMERS

[Link]
A. DEMANDS ARE HUMAN WANTS THAT ARE BACKED BY BUYING
POWER.
B. CONSUMERS VIEW PRODUCTS AS BUNDLES OF BENEFITS
AND CHOOSE PRODUCTS THAT GIVE THEM THE BEST BUNDLE
FOR THEIR MONEY.
DIFFERENT ASPECTS OF
MARKETING
 NATURE OF MARKETING

1. CONSUMER ORIENTED PROCESS- AN APPROACH TO RUNNING

A BUSINESS THAT PRIORITIZES CUSTOMERS AND THEIR NEEDS
OVER THOSE OF THE BUSINESS.

[Link] AND ENDS WITH THE CUSTOMER-IS VERY ESSENTIAL

FOR THE MARKETER TO COLLECT RELEVANT INFORMATION
ABOUT CUSTOMER CHOICES AND PREFERENCES ABOUT THE
PRODUCT AND SERVICES.

[Link] ELEMENT OF BUSINESS- THE RESPONSIBILITY OF

MARKETING IS TO INTEGRATE ALL ACTIVITIES INVOLVED IN THE
MARKETING AND REACH CUSTOMER AT A MAXIMUM SPEED WITH
MINIMUM COST
[Link]-ORIENTED PROCESS-IT IS A PROCESS OF
RECEIVING INPUTS OF MARKETING FROM THE
ENVIRONMENT.

[Link]-ORIENTED PROCESS-MARKETING IS ONE OF THE

MOST IMPORTANT ACTIVITIES THAT ANY ORGANIZATION
PERFORMS, SETTING PROPER GOALS IS VERY ESSENTIAL.

[Link] PROCESS- NOT ONLY GOODS AND SERVICES

ARE EXCHANGED, BUT A WHOLE LOT OF INFORMATION
ABOUT THE GOODS AND SERVICES IS ALSO EXCHANGED
BETWEEN THE SELLERS AND BUYERS.
 IMPORTANCE OF MARKETING

1. MARKETING HELPS THE ORGANIZATION TO REACH THE OBJECTIVES

INTO REALIZATION.

2. IT HELPS PEOPLE TO SATISFY THEIR ECONOMIC AND SOCIAL NEEDS

AND TO HAVE OPPORTUNITY TO RAISE THE STANDARDS OF THEIR
LIVING.

3. IT HELPS IN MAKING AND OFFERING THE PRODUCTS AND SERVICES

THAT ARE NEEDED BY THE CONSUMERS AND COMMUNITY.
[Link] HELPS THE COMPANY TO USE AND ADJUST THE CHANGING
STATUS AND SITUATION.

5. IT HELPS THE ENTERPRISE IN REACHING THE MAXIMUM

EFFICIENCY, OUTPUT AND INCOME WITH THE MINIMUM USE OF
RESOURCES.

6. IT ENSURES THE ECONOMIC POTENTIALS OF THE COMPANY

WHICH RESULTS IN GROWTH AND ECONOMIC DEVELOPMENT OF
THE COUNTRY.
 BENEFITS OF MARKETING

[Link] IS THE INSTRUMENT FOR CHANGING THE LIVING STANDARD

OF SOCIETY

[Link] PROVIDES GAINFUL EMPLOYMENT OPPORTUNITIES

3. IT IS THE STABILIZER OF ECONOMIC CONDITIONS

 BENEFITS OF INDIVIDUAL FIRMS

[Link] IS AN OUTLET TO EARN PROFIT

[Link] PROVIDES BASE FOR BUSINESS

DECISIONS

[Link] IS A SOURCE OF BUSINESS IDEAS

 MARKETING PHILOSOPHIES
1. MARKETING CONCEPT-
DISCOVER MARKET NEEDS
Marketing concept is a set (RESEARCH)

of strategies that the firms

adopt where they analyse PRODUCT PLANNING AND DEVELOPMENT

the needs of their (PRODUCTION)

customers and implement

strategies to fulfil those DISTRIBUTION OF PRODUCTS AND
SERVICES
needs which will result in
an increase in sales, profit
maximisation and also beat GUARANTEED SALES VOLUME & PROFITS AT

the existing competition. CUSTOMER

SATISFACTION
 BASIC COMPONENTS OF MARKETING CONCEPT ARE:

A. CONSUMER ORIENTATION
This means placing the needs, wants, and preferences of
customers at the center of all business decisions. The focus is on
delivering value and satisfaction to customers to build long-term
loyalty.

B. INTEGRATED MARKETING
This refers to coordinating and unifying all marketing efforts—
such as product , price, promotion, and distribution—so they work
together consistently to deliver a seamless message and
experience to the customer.
C. Marketing Research and Long-Term Planning and Development
This involves systematically gathering and analyzing data about
markets, competitors, and customers to guide decisions. It also
emphasizes planning and developing strategies with a long-term
perspective to ensure sustainable growth and competitiveness.
 2. SELLING CONCEPT
PRODUCT PLANNING AND DEVELOPMENT
(PRODUCTION)

THIS IS A MANAGEMENT
ORIENTATION WHICH ASSUMES
PROMOTIONAL METHODS AND SELLING
THAT CONSUMERS WILL EITHER (PERSUASIVE TECHNIQUES)

BUY OR NOT BUY ENOUGH OF

THE ORGANIZATION’S PRODUCTS
UNLESS THE ORGANIZATION DISTRIBUTION OF PRODUCTS AND SERVICES

MAKES A SUBSTANTIAL EFFORT

TO STIMULATE THEIR INTEREST
IN THIS PRODUCT UNGUARANTED SALES VOLOMES AND
PROFIT/UNGUARANTED CUTOMER SATISFATION