Intro Pom

INTRODUCTION
to
MARKETING
JENIFER CHO
G11 - SBTG ABM
Opening Prayer
OBJECTIVES
Identify and develop Discuss Traditional
01 the nature and scope 03 Marketing Startegies
of marketing
02 Discuss 4P’s of 04 Benefits of

Marketing
Marketing
YES - lll = 3
NO - IIIIIII= 7
SELF-TEST
Answer the questions as truthfully as you can.
1. I'm unsure of my ability to achieve the goals I set for myself.
2. When working on my goals, I put in maximum effort and work even
harder if I’ve suffered a setback.
3. I regularly set goals and objectives to achieve my vision for my life.
4. I think positively about setting goals and making sure my needs are met.
5. I use rewards (and consequences) to keep myself focused. For example,
if I finish my report on time, I allow myself to take a coffee break.
SELF-TEST Answer the questions as truthfully as you can.
6. I believe that if I work hard and apply my abilities and talents, I will be
successful.
7. I worry about deadlines and getting things done, which causes stress
and anxiety.
8. I tend to worry about why I won't reach my goals, and I often focus on
why something probably won't work.
9. I create a vivid and powerful vision of my future success before
embarking on a new goal.
10. When I come up with a really good idea, I am surprised by my
creativity. I figure it is my lucky day and caution myself not to get used to
the feeling.
Total score interpretation:
Score Comment
1-5 You allow your personal doubts and fears to keep you from succeeding. You've probably had a
few incomplete goals in the past, so you may have convinced yourself that you aren't self-
motivated - and then you've made that come true. Break this harmful pattern now and start
believing in yourself again.
6-8 You're doing OK on self-motivation. You're certainly not failing - however, you could achieve
much more. To achieve what you want, try to increase the motivation factors in all areas of
your life.
9-10 Wonderful! You get things done, and you don't let anything stand in your way. You make a
conscious effort to stay self-motivated, and you spend significant time and effort on setting
goals and acting to achieve those goals. You attract and inspire others with your success.
Treasure this - and be aware that not everyone is as self-motivated as you are!
WHAT IS MARKETING
Marketing refers to activities a company undertakes
to promote the buying or selling of a product or
service.
Marketing includes advertising, selling, and
delivering products to consumers or other
businesses.
Definition of Marketing according to Dr. Philip Kotler
“A social and managerial
process whereby individuals and groups obtain
what they need and want through creating and
exchanging products and value with others.”
It is also defined as the meeting of the minds between the seller and the buyer to satisfy human
needs and wants with profit on the part of the marketer and the satisfaction of the buyer for the money
he/she spent.
From the Academic POV
Marketing is the art and science of creating
tangible products or services and finding
the market, getting and retaining them to
attain profitable operations.
It is a societal process that marketers must communicate the sustainable value of the
product or service to its target market. It is a critical business process for attracting
customers to satisfy their needs and wants.
TANGIBLE
VS
INTANGIBLE
KEY TAKEAWAYS
• Marketing refers to all activities a company does to promote and sell products or services
to consumers.
• Marketing makes use of the "marketing mix,"
• Marketing used to be centered around traditional marketing techniques including

television, radio, mail, and word-of-mouth strategies.
• Though traditional marketing is still prevalent, digital marketing now allows companies to
engage in e-mail, social media, affiliate, and content marketing strategies.
• At its core, marketing seeks to take a product or service, identify its ideal customers, and
draw the customers' attention to the product or service available.
THE 4P’S OF MARKETING
01 PRODUCT
02 PRICE
03 PLACE
04 PROMOTION
PRODUCT
Product refers to an item or items the business plans to
offer to customers. The product should seek to fulfill
an absence in the market or fulfill consumer demand
for a greater amount of a product already available.
PRICE
Price refers to how much the company will sell the product for.
When establishing a price, companies must consider the
unit cost price, marketing costs, and distribution expenses.
Companies must also consider the price of competing
products in the marketplace and whether their proposed
price point is sufficient to represent a reasonable alternative
for consumers.
PLACE
Place refers to the distribution of the product.
Key considerations include whether the
company will sell the product through a
physical storefront, online, or through both
distribution channels.
PROMOTIO
N
The fourth P, is the integrated marketing
communications campaign. Promotion
includes a variety of activities such as
advertising, selling, sales promotions, public
relations, direct marketing, sponsorship.
Traditional Marketing Startegies
Before technology and
the internet, traditional
market strategies was the
primary way companies
would market their
goods to customers.
Traditional Marketing Startegies
 Outdoor Marketing –billboards, printed ads on benches,
sticker on vehicles, ads in public transit.
 Print Marketing
 Direct Marketing – coupons, vouchers for free goods.
 Electronic Marketing – tv and radio.
 Event Marketing – conferences, trade shows, seminars,
roadshows.
Digital Marketing
 Search Engine Marketing
This entails companies attempting to increase search traffic through
two ways.
First, companies can pay search engines for placement on result

pages.
Second, companies can emphasize search engine optimization
(SEO) techniques to organically place highly on search results.
Digital Marketing
 E-mail Marketing
This entails companies obtaining customer or
potential customer e-mail addresses and distributing
messages. These messages can include coupons,
discount opportunities, or advance notice of
upcoming sales.
Digital Marketing
 Social Media Marketing
This entails building an online presence on
specific social media platforms. Like search engine
marketing, companies can place paid advertisements
to bypass algorithms and obtain a higher chance of
being seen by viewers.
Digital Marketing
 Affiliate Marketing
This entails using third-party advertising to drive
customer interest, an affiliate that will get a
commission from a sale will do affiliate marketing as
the third-party is incentivized to drive a sale for a
good that is not their own original product.
Digital Marketing
 Content Marketing
This entails creating content, whether eBooks, infographics,
video seminars, or other downloadable content. The goal is to
create a product (often free) to share information about a
product, obtain customer information, and encourage
customers to continue with the company beyond the content.
Benefits of Marketing
Audience Generation
Marketing allows a company to target

specific people it believes will benefit
from its product or service. Sometimes,
people know they have the need.
Inward Education
Marketing is useful for collecting information.

For example, consider market research that finds a certain
product is primarily purchased by women aged 18-34 years
old. By collecting this information, a company can better
understand how to cater to this demographic, drive sales, and
be more efficient with resources.
Outward Education
Marketing can also be used to communicate with

the world what your company does, what products
you sell, and how your company can enrich the lives
of others. Campaigns can be educational, informing
those outside of your company why they need your
product.
Brand Creation
Marketing allows for a company to take an offensive approach

to creating a brand. Instead of a customer shaping their opinion
of a company based on their interactions, a company can
preemptively engage a customer with specific content or media
to drive certain emotions or reactions. This allows a company to
shape its image before the customer has ever interacted with its
products.
Financial Performance
The goal and benefit of marketing is to drive sales. When

relationships with customers are stronger, well-defined, and positive,
customers are more likely to engage in sales. When marketing is done
right, customers turn to your company, and you gain a
competitive advantage over your competitors. Even if both products
are the same, marketing can create that competitive advantage for why
a client picks you over someone else.
Quiz No. 1
True or False.
Which from the following statements do you think is correct or incorrect.
Write True if the statement is correct and False if it is incorrect.
1. Marketing is a brand within management concerned

specifically with meeting consumer demands, in addition
it relates directly to consumers, while management does
not involve customer interaction.
2. Marketing activities are planned by management, and
their executions are monitored through managerial
functions.
3. The economy has a direct impact on the way marketers

push their products to consumer. Understanding the link
between the economy and marketing can help business
owners allocate their marketing resources and respond to
changes in the economic climate.
4. Economists use a concept called the law of diminishing
returns to explain how the resources can be allocated to maximize
return on investment. Over time, you may find that the cost of
marketing or advertising a certain product meets and exceeds the
amount of money you are generating from selling that product. This
can happen when a competitor enters the field, when customer
tastes change or when your price point is too low or high.
5. Part of responding to changes in the economy dealing with
your competitors offering similar products at similar or even lower
prices. Customers may be tempted to buy from the competitors
offering similar products at similar or even lower prices. Customers
may be tempted to buy from the competitor if you don’t respond to
these economic changes. To keep competitive, you must increase
your marketing exposure and even rethink your target market.
Instructions: Fill-in the blanks to identify the following terms in Principles of Marketing subject.
Choose the answers from the box below.
_______________6. is state when buyers and sellers transact on the purchase or sale of goods and services.
_______________7. _____ are desires for goods and services we would like to have but do not need.
_______________8. a special kind of want, and refer to things we must have to survive, such as food, water, and shelter.
_______________9. Is a person or group of people who are the final users of products and or services generated within a social
system.
_______________10. Is an economic principle referring to a consumer’s desire to purchase goods and services and willingness to pay
a price for a specific good or service. Holding all other factors constant, an increase in the price of good or service will decrease the
quantity demanded, and vice versa.
Management Market Consumer

Economics Manager Costs
Needs Entrepreneur Wants
Demand Marketing Resources
ACTIVITY
Define the following words by using short phrases
or keywords of your own.
1.Define market
2.Differentiate needs and wants
3.Discuss traditional marketing

SOMETHING TO PONDER
CLOSING PRAYER
ASSIGNMENT
TAKE A REST
SPEND TIME WITH YOUR FAMILY
TREAT YOURSELF
PRAY AND PRAISE GOD

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INTRODUCTION

02 Discuss 4P’s of 04 Benefits of

• Marketing makes use of the "marketing mix,"

• Marketing used to be centered around traditional marketing techniques including

First, companies can pay search engines for placement on result

Marketing allows a company to target

Marketing is useful for collecting information.

Marketing can also be used to communicate with

Marketing allows for a company to take an offensive approach

The goal and benefit of marketing is to drive sales. When

1. Marketing is a brand within management concerned

3. The economy has a direct impact on the way marketers

Choose the answers from the box below.

Management Market Consumer

2.Differentiate needs and wants

3.Discuss traditional marketing

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