PRINCIPILES OF MARKETING

What is “Marketing”?

- a philosophy whose main focus is

providing customer satisfaction.

- The activity, set of institutions, and

processes for creating, communicating,
delivering, and exchanging offerings that
have value for customers, clients, partners Wants are the specific manifestation of
and society at large. needs.
According to… Demands are wants that are backed by
purchasing power.
“make selling superfluous” (Drucker 1973)
Two interacting components of marketing
Marketing is a selling and buying (layman
term) A market is composed of people or
organizations that have the need, have the
Marketing is a process (marketing
ability, the willingness, and the authority to
professional)
pay for their purchase.
The Marketing System

* The above equation shows that both company

and its market are equally important

 The overriding objective of the

company is to first have a bond with the
customer to develop a relationship that is
customer centric.

Needs is a state of felt deprivation about

something that is deemed to be
necessary. 3C’S OF MARKETING
 Micro Environment

Marketing Framework

3 C’s STP 4 P’s of M.

Price
Company Segmentation Product
Competition Targeting Promotion * Factors or elements in an organization's
Customer Positioning Place immediate area of operations that affect its
performance and decision-making freedom.
Contemporary approaches to marketing These factors include competitors, customers,
distribution channels, suppliers, and the
 The ABS CBN Case general public.

Traditional approaches to marketing Macro Environment

 EB transfer to GMA

Goals of Marketing

 STEP 1 AWARENESS
 STEP 2 AVAILABILITY
 STEP 3 TRIAL
 STEP 4 REPEAT PURCHASE

THE ENVIRONMENT & ITS OPPORTUNTITIES The

major external and uncontrollable factors
that influence an organization's decision
making, and affect its performance and
strategies. These factors include the
economic factors; demographics; legal,
political, and social conditions;
technological changes; and natural
forces. (PEST ANALYSIS)

SWOT analysis - is a situational analysis

tool for company leaders that involves
assessing strengths, weaknesses,
opportunities and threats.
THE ORIGINS OF MARKETING
Stage 1 SUPPLY < DEMAND (seller’s market)
- When supply is less than demand
manufacturers generally have no problems
selling whatever they produce.
Marketing Intelligence – set of procedures
and sources used by managers to obtain
everyday information about developments
in the marketing environment.
Market Research – the systematic design,
collection, analysis and reporting of data
and findings relevant to a specific
marketing situation.

Stage 2 SUPPLY < DEMAND (Product

orientation)

- The entry of competitors in a potentially

huge market space generally leads to
innovations a challengers strive to make
their offerings different enough.

Stage 3 SUPPLY > DEMAND (sales

orientation)

- Limited market space

Stage 4 SUPPLY > DEMAND (marketing

orientation)

- Competition becomes fierce

THE MARKETING INFORMATION SYSTEM

Internal Records – refers to documents in

the company’s Order-to-Payment
procedure.