Course Title: Principles of Marketing Here are the following common marketing goals:

1. To develop and maintain a profitable base of loyal customers.

Marketing is a concept that is an old civilization. It became fully developed 2. To develop products and services which contribute the quality of
during the Industrial Revolution in the 18 th and 19th centuries. The life and promote environmental conservation.
development in this period created a distinction between the production and 3. To understand customers’ behavior and communicate the
consumption of goods, with production moving away from the home and marketing offerings to them. 4. To support the other functional areas
gearing toward producing not only for subsistence but for profit. of business in achieving the company or corporate goals.

What is Marketing? THE ROLES OF THE MARKETER

➔ Kotler and Armstrong (2013) describe marketing as “managing 1. Instigator – the marketer serves as a strategist who analyzes
the customers profitability.” Marketing is also the process of current market trends to guide the actions of the company.
conceptualizing, creating, developing, promoting, and sustaining 2. Innovator – the marketer is tasked to research the kind of product
the customers need and ensure that the developed product not only
products and services by a company, focusing on the needs and meets customers’ expectations but also exceeds them.
preferences of the customers. 3. Integrator – the marketer mediates between the interests of the
company and the needs of the consumers.
Traditional Marketing Approaches 4. Implementer – the marketer ensures that the marketing strategy
1. Production Orientation- this approach requires a company to embark for the developed products is in place and implemented effectively.
on mass production and distribution. This means that the company
produces a large quantity of a product and makes it available to all potential *Differentiate old-generation customers from new-generation
customers. However, one limitation of the production approach is when a customers and discuss the various contemporary approaches to
marketing*
company manufactures only one product in large quantities and fails to
identify the number of customers who are willing to buy them, the company Contemporary Marketing Methods
ends up with surplus products. This is known as marketing myopia or 1. Classification of customers
marketing short sightedness. a. Old-generation customers – tend to be loyal to
traditional products; it takes time for them to adopt new
products associated with technology.
2. Product Orientation- this approach focuses on the product and its
innovation to attract customers. This approach was considered a solution to b. New generation customers – are younger and more
the limitations of the production orientation. open to new products and technologies.

3. Selling Orientation- this approach relies on the strength of the 2. Contemporary marketing methods
a. Digital marketing – involves the use of digital
company’s sales force in convincing the customers to buy the product even
technologies in presenting the product or service offerings
if they do not need it. However, since this approach prioritizes sales, it pays of a company.
little attention to the customer’s actual need for the product, which results in
the failure of the business. b. E-marketing or online marketing – utilizes the Internet
in boosting promotional and marketing efforts.
4. Marketing Orientation- in this approach, the customer’s preferences-
c. Social media marketing – makes specific use of social
what they want, how much they are willing to pay, what form and feature networking websites and relevant applications in promoting
they prefer, etc – are prioritized. This approach is also known as the a company’s products and services.
customer-centric approach.
d. Outdoor promotion – involves displaying promotional
materials for products and services outdoors.
5. Societal Orientation- this is similar to marketing orientation except that
concern for society’s well-being and the environment’s sustainability is e. Mobile promotion – mobile advertising that uses signs
prioritized as much as the customer’s preferences. This marketing approach and ads mounted atop taxicabs, logos painted on the sides
is also called green marketing and the product is called a green product. of buses or vans, or product stickers attached to vehicles.

f. Telemarketing – involves the promotion of products or

services through unsolicited telephone calls to identified
THE MARKETING PROCESS AND THE 4P’S
potential customers.
Marketing is a process that involves creating, pricing, distributing, and
communicating goods, services, and ideas to facilitate a satisfying g. Events marketing – involves the hosting of a themed
relationship with customers and development and maintain favorable event that is especially tailored for the product.
relationships with stakeholders in a dynamic setting. These marketing
elements are product, price, place, and promotion, which are also known h. Sachet marketing – is adopted to appeal to consumers
as the 4P’s. who are cost-conscious and cannot afford to buy products
in large quantities.
 Product – the marketing process starts with creating a product that
satisfies the needs and preferences of customers.
 Price- with the right product, finding the right price is another challenge.
The question is, what is the most affordable price for customers? What is
their capacity to pay? How much are they willing to pay?
 Place – once the price is determined, the next issue to address is the
distribution or the place. Where do customers prefer to buy the product?
What location is sufficiently convenient to sell the product?
 Promotion- having created the right product, determined the right price
for it, and identified the right place and means of distribution, the marketer
should now determine the means of communicating the product message,
or a certain message about the product or service that the company wants
to communicate to its customers.

The Marketing Mix Activities The Marketing Elements (4P’s)

Creating A product with useful and attractive

features for the customers.

Pricing A price affordable to the customers

Distributing A place where customers can

conveniently buy the product

Communicating A promotion that will capture the

attention of customers

MARKETING GOALS AND OBJECTIVES

One of the key elements of a successful company is having a clear
vision. A company has to formulate a specific set of business goals
and objectives which will serve as its stepping stones to success.

Goals – are aspirations that every company would like to pursue or

the general direction that it wants to take.
Objectives – are the specific goals that can be measured in the short
term or the long term. Thus, objectives should be SMART or
specific, measurable, attainable, relevant, and time-bound.

COMMON MARKETING GOALS