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    Intro To Marketing

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    Benjo Hilario
    Marketing is commonly seen as sales and advertising but it is actually much broader. It involves understanding customer needs and wants and using that knowledge to develop products and services. The most successful companies focus on serving their customers through their marketing activities. Marketing affects everyone through various channels like billboards and influences individuals, institutions, and entire countries. It is a process that helps businesses match supply and demand.

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    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd

    Intro To Marketing

    Uploaded by

    Benjo Hilario
    54 views70 pages
    Marketing is commonly seen as sales and advertising but it is actually much broader. It involves understanding customer needs and wants and using that knowledge to develop products and services. The most successful companies focus on serving their customers through their marketing activities. Marketing affects everyone through various channels like billboards and influences individuals, institutions, and entire countries. It is a process that helps businesses match supply and demand.

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    Intro to Marketing

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    Marketing is commonly seen as sales and advertising but it is actually much broader. It involves understanding customer needs and wants and using that knowledge to develop products and services. The most successful companies focus on serving their customers through their marketing activities. Marketing affects everyone through various channels like billboards and influences individuals, institutions, and entire countries. It is a process that helps businesses match supply and demand.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    54 views70 pages

    Intro To Marketing

    Uploaded by

    Benjo Hilario
    Marketing is commonly seen as sales and advertising but it is actually much broader. It involves understanding customer needs and wants and using that knowledge to develop products and services. The most successful companies focus on serving their customers through their marketing activities. Marketing affects everyone through various channels like billboards and influences individuals, institutions, and entire countries. It is a process that helps businesses match supply and demand.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    of 70

    PRINCIPLES OF

    MARKETING
    When students are asked what marketing is, the common answers would be that
    marketing is all about sales and finding ways to sell ideas or products. Many would say
    that marketing is about convincing people to buy your product. Many also see marketing as
    essentially advertising and promotions, more concerned with focusing on the best aspects
    of a product by building up and projecting a positive image to get people interested to buy
    the product. Your encounter with marketing happen everyday, in many ways. Marketing is all
    around you and influences individuals and even institutions, cities, and countries. Seeing a
    billboard of a fast-food outlet will make you suddenly crave for friend chicken. You surely
    have your own experience and opinions about specific brands as many marketers reach out
    specially to the youth. What is very clear is that marketing today affects everyone and is
    virtually inescapable. It is also evident that the most successful companies are those that
    focus passionately on their customers, marketing central to their operations, and make
    servicing customer needs and wants the be—all end–all of their activities.
    LESSON 1:
    MARKETING
    PRINCIPLES AND
    STRATEGIES
    LESSON 1.1:
    MARKETING
    DEFINITION
    DEFINITION OF
    MARKETING
    DEFINITION OF MARKETING
    DEFINITION OF
    MARKETING
    DEFINITION OF
    MARKETING
    •

    •
    DEFINITION OF
    MARKETING
    DEFINITION OF
    MARKETING
    GOALS OF
    MARKETING
    GOALS OF
    MARKETING
    THE MARKETING
    PROCESS
    THE THREE
    PRODUCT LEVELS
    THE CORE PRODUCT
    THE ACTUAL PRODUCT
    THE ACTUAL PRODUCT
    CLASSIFICATIONS OF
    PRODUCTS/GOODS
    Products that are marked can be
    generally classified according to
    use, differentiation, types, and
    durability
    CLASSIFICATIONS OF
    PRODUCTS/GOODS
    ACCORDING TO USE:
    Consumer and Industrial
    Goods
    ACCORDING TO
    DIFFERENTIATION:
    Undifferentiated and
    Differentiated Goods
    ACCORDING TO DIFFERENTIATION:
    Undifferentiated and Differentiated
    Goods
    •

    •
    ACCORDING TO DURABILITY:
    Consumable, Semi-durable, and
    Durable goods
    ACCORDING TO DURABILITY:
    Consumable, Semi-durable, and
    Durable goods
    ACCORDING TO TYPE:
    Convenience, Shopping,
    Specialty, and Unsought Goods
    ACCORDING TO TYPE:
    Convenience, Shopping,
    Specialty, and Unsought Goods
    LESSON 1.2:
    MARKETING
    APPROACHES AND
    SERVICES
    Marketing Services
    INTANGIBILITY
    VARIABILITY
    INSEPARABILITY
    PERISHABILITY
    NEEDS VS. WANTS
    MARKET AND MARKET
    DEMAND
    MEASURING MARKET
    DEMAND
    POTENTIAL, LATENT, AND
    CURRENT DEMAND
    POTENTIAL, LATENT, AND
    CURRENT DEMAND
    POTENTIAL, LATENT, AND
    CURRENT DEMAND

    •
    POTENTIAL, LATENT, AND
    CURRENT DEMAND
    UTILITY, VALUE, AND
    SATISFACTION
    UTILITY, VALUE, AND
    SATISFACTION

    •
    CUSTOMER-
    PERCIEVED VALUE
    CUSTOMER VALUE
    PROPOSITION
    COMPETITION
    LEVELS OF
    COMPETITION
    DESIRE
    COMPETITORS
    GENERIC AND FORM
    COMPETITORS
    BRAND
    COMPETITORS
    THE CONCEPT OF
    MARKET SHARE
    MARKET SHARE
    FORMULA
    MARKET LEADERS
    TRADITIONAL APPROACHES
    TO MARKETING
    PRINT

    •
    BROADCAST
    •

    •
    DIRECT MAIL
    •
    TELEPHONE
    •

    •
    TRADITIONAL APPROACHES
    TO MARKETING
    TRADITIONAL APPROACHES
    TO MARKETING
    TRADITIONAL APPROACHES
    TO MARKETING
    TRADITIONAL APPROACHES
    TO MARKETING
    CONTEMPORARY APPROACH TO
    MARKETING
    CONTEMPORARY APPROACH TO
    MARKETING
    CONTEMPORARY APPROACH TO
    MARKETING
    CONTEMPORARY APPROACH TO
    MARKETING
    Thanks!

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