Weel 2 Business Marketing

Subject: Business Marketing
Author: Jenny Ann A. Avendano, MBA
Reviewer: Anjie Reyes
WEEK 2
Objectives:
At the end of the lesson, you are expected to:

a. Differentiate the marketing and selling;
b. learn the features of marketing;
c. discuss the function of marketing
Day 1: Pre-assessment (What I know)
Instruction: Identify the following words if it is selling or marketing.
Kitchenwares cellphone Social media appliances Artificial

Pinterest shoes
influencers Intelligence
lazada
cosmetic flyering
s
Lesson Content (What’s New)
1. How to differentiate between selling and marketing?

As mentioned earlier people often confuse marketing with selling whereas the
two are entirely different. Differences between marketing and selling can be
summarized as follows:
Marketing Selling
 is “market oriented approach”  is “product oriented approach”
 starts with the buyer and focuses on the  starts with the seller and focuses on the
needs of the buyer needs of the seller.
 is satisfying the needs of the customer.  is preoccupation with seller’s need to
convert product into cash.
 is a broader term and includes selling.  is a part of marketing.
 consumer determines price, price  cost determines price.

determines cost.
2. What are the features of marketing?
Inseparability:
Services are consumed and experienced by a customer simultaneously and as such
makes it impossible to demonstrate the product being offered before it is actually
consumed.
Perishability:
This is another important aspect of tourism products. Tourism products are intangible
in nature and cannot be stored like the other tangible products.
Ownership:
In tourism products, a customer buys only the experience. The transfer of ownership
does not take place.
Heterogeneity:
The other aspect of tourism products is their heterogeneity. Tourism products are a
combination of several services provided by people. The high involvement of
humans’ results in variation in behavior from one consumer to another.
3. What are the functions of marketing?
Market Research
 Market research is the systematic investigation of the facts relevant to
various aspects of marketing.
 It helps in identifying the needs of the customers.
 It
 involves study of different markets and customers such as their tastes and
Preferences and what they are willing to buy and when they are likely to
buy.
Product Planning and Development

 Segmentation is a process of identifying groups of buyers of a total market
with different buying needs or requirements.
 It identifies and analyses the socio-economic, life styles and motivational
characteristics of potential buyers into useful categories and launches
advertising and promotional campaigns for these selected groups.
 Segmentation helps tourist organisations to design and offer
products/services to a particular segment as per the needs of that segment.
Promotion
 Promotion refers to a mechanism of communicating, to informing,
persuading and influencing the customers to buy a product.
 The objective of promotion is to make the customers aware of the product
so as to create demand for the product.
Selling
 Selling is the process of helping customers to buy the products and
services that an organisation offers at a price to earn profit for the
business.
 The basic purpose of all marketing activities.
SOME COMMON SALLING TECHNIQUES

Direct Selling - Salesperson sells directly to customers.
Retail Selling - Products are offered through a shop that
customers can visit.
Agency Selling - An agent sells products and services on behalf of
a supplier.
Tele-sales - Products and services are sold directly on the
telephone without face to face contact.
Door to door selling - Salespeople visit potential customers at
their homes and sell to them directly.
Business to business selling - Businesses sell directly to other
businesses.
Mail order selling - Customers buy directly from a catalogue
without seeing the product firsthand.
Online Selling - Products and services are sold directly on the
internet.
Group Activity: Group Activity

Weel 2 Business Marketing

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Weel 2 Business Marketing

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Subject: Business Marketing

Author: Jenny Ann A. Avendano, MBA

Reviewer: Anjie Reyes

At the end of the lesson, you are expected to:

Day 1: Pre-assessment (What I know)

Instruction: Identify the following words if it is selling or marketing.

Kitchenwares cellphone Social media appliances Artificial

1. How to differentiate between selling and marketing?

 consumer determines price, price  cost determines price.

3. What are the functions of marketing?

Product Planning and Development

SOME COMMON SALLING TECHNIQUES

Group Activity: Group Activity

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