MARKETING REVIEWER delivering and communicating superior

customer value is key.

Distribution – process of moving the product
a. Customer Management – marketers
Channel of Distribution
select customers that can be served
1. Manufacturer – point of origin well and profitably.
2. Wholesalers – b. Demand Management – marketers
3. Retailers – must deal with different demand states
4. Consumers – point of consumption ranging from no demand to too much
demand.
Intermediaries
Market – In marketing ( buyers only). In
- Wholesalers economics, it’s the buyers and sellers.
- Retailers
- Middle man Target Market – homogenous group which has
- Agents similar likes and common interests
- Brokers
Customers – people who buy the products
“THERE WILL ALWAYS BE A NEED FOR SOME
Consumers – people who uses the products
SELLING. BUT THE AIM OF MARKETING IS TO
MAKE SELLING SUPERFLUOUS. THE AIM OF Client – they arrange the time and location
MARKETING IS KNOW AND UNDERSTAND THE
Clientele – group of clients
CUSTOMER SO WELL THAT THE PRODUCT OR
SERVICE FITS HIM AND SELLS ITSELF. IDEALLY, Demand – needs and wants of customers
MARKETING SHOULD RESULT IN A CUSTOMER
WHO IS WILLING TO BUY. ALL THAT SHOULD BE Prospects – potential customers
NEED IS TO MAKE PRODUCT OR SERVICE Things that can be marketed :
AVAILABLE” - PETER DRUCKER
Goods, services, experiences, events, persons,
Marketing – managing profitable customers places, properties, orgnizations, informtions,
relationships ideas
- Attracting new customers , retaining A marketer is someone who seeks a response-
and growing of current customers attention, a purchase, a vote, a donation – from
Marketing is NOT synonymous with “ sales or another party called prospect
advertising” If two parties are seeking to sell something to
Selling is only the tip of iceberg each other, we call them both marketers

Marketing (Philip Kotler) – marketing is a social 2 interacting components of marketing –

and managerial process by which individuals company and market
and groups obtain what they need and want 2 components of market – customer and
through creating and exchanging products and competion
value with others.
The strategic 3C’s concept – can provide a
Marketing management – the art and science standard for judging marketing effectiveness.
of choosing target markets and building
profitable relationships with them. Creating,
The output of these 3C’s is collectively called - Safety needs ( security)
Key Results Area - Physiological needs ( basic needs)

1. Customer – sales ( better than before) Features – product attributes

of product and service
Advantages – positive
2. Competition - market share ( better
than others) – standing in the market Benefits – what’s in the product
3. Company -profit ( better than expected)
– serve as the reason to make your Approaches of Marketing
standing go up 1. traditional marketing – without the use
4 U’s of marketing of social media. Examples are mass
media, television,radio, e-mails, print
1. New User – who uses the product or medias
services 2. contemporary marketing – modern
2. Extended User – who can still use the marketing strategies. Examples are
product or service social media apps, shoppe, influencers
3. New Usage – for what purpose is the
product or service used? Goals of Marketing
4. More Usage – when and in what Awareness – informing the customers about the
occasions is the product or service product or service
used?
Trial – encourage the customer to buy the
Core marketing concept product ( free tastes, testers)
a. Needs – are the basic reason or the Availability – accessibility – distribution
minimum requirements consumers look
for in a product or service. They are Repeat Purchase – buying product again ( loyal
called the qualifying or “gatekeeper” customers)
dimension in a purchase. (physical, Marketing Orientation
social and individual)
b. Wants – are determining dimensions a. production concept – internal
among many choices. They are the capabilities, producing in lower price
motivating attribute. (manpower, machine, money,
c. Expectations – are values or intangibles equipments)
associated with a product or service. b. product concept – innovation, quality of
They are actually part of wants. the product, features - KAIZEN
c. selling concept – aggressive sales
Marketers don’t create the needs and wants of technique, salespersons at sales
customers because they are already existing, method. In short to make profit
they are the one telling that they need this d. marketing concept – company plus
product of that there product exists. customer. Focus not only on customers
Maslow’s Hierarchy of Needs but they also focus on profits
e. societal-marketing concept – company
- Self-actualization ( self-fulfillment) plus customer plus the society
- Self-esteem
- Love and belonging Marketing Mix ( 4 P’s)
 1. product – to satisfy the needs and
wants of the target market
(satisfaction). The good or service the
company provides.
2. price – to make the product affordable
to the target market and reflect the
value of benefits provided (amount)
3. place – to make the product
conveniently available to the target
market ( distribution). Refers to where
the product is purchased.
4. promotion –to build and improve
consume demand ( advertising to
effectively persuade)

Promotions Mix

a. advertising – to effectively inform,

persuade and remind the target market
b. public relations – to offer a positive
image of the company and the brand
(influence perception of public,
disseminating information)
c. sales promotion – to convince
customers to buy immediately(discount)
d. selling – to get the customer to buy

YOU DON’T TRY TO SERVE EVERYBODY - #1 RULE

OF MARKETING

3 people with local businesses

1. Richard V. Sanz
2. Jose Magsaysay Jr.
3. Edgar Injap Sia