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Principles of Marketing
Accountancy, Business, and Management
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Marketing equals profits.
There is a chance that you
think so too.
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How does marketing rein in
revenue?
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Let us break the stereotypes and dive
into the vast world of marketing.
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Quick Look
Brands display personalities: they may be youthful and fun, serious and
mature, friendly and engaging, and adventurous and defiant. Brands
appear to express the diversity among human beings.
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Quick Look
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Quick Look
Questions to Ponder
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Learning Competency
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Learning Objectives
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How is marketing used to improve our
lives?
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What is Marketing?
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What is Marketing?
Marketing
● It is a social and managerial process by which individuals
and groups obtain what they need and want through
creating and exchanging products and value with others.
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Why Study Marketing?
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Who Does Marketing?
Simon Sinek
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The Marketing Process
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Marketing Process
Construct an
Understand the Capture value
integrated
market and the from
marketing plan
customers’
that delivers customers
needs and wants
superior value
1 2 3 4 5
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The Marketing Process
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The Marketing Process
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Check Your Progress
Answer area
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The Marketing Process
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Design a Customer-Driven Marketing Strategy
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The Marketing Process
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The Marketing Process
Build profitable
customer relationships
and create customer
delight
According to Hubspot, around
67% of consumers say they need
to trust a brand or a product
before making a purchase.
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The Marketing Process
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The Marketing Process
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The Marketing Process
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The Marketing Process
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The Marketing Process
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Check Your Progress
Answer area
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Components of a Marketing Plan
Place
Product
Price Promotion
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The Marketing Mix
Product Price
The amount customers pay
The good or service that a
to purchase a product or
business provides to its
avail of a service.
consumers.
It must consider the
It should satisfy existing
product's worth, supplier
customer demand or create
costs, seasonal factors, and
a new one.
competitor prices.
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The Marketing Mix
Place Promotion
Includes advertisements,
The area or space where a
public relations, and
product would be sold.
awareness strategies.
It can be a certain store or
Marketers usually combine
display. It can be an online
promotion and placement
shop or e-commerce
aspects to reach their target
website.
audiences.
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Example 1: The Marketing Mix for Milk Tea
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Milk Tea
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Example 1: The Marketing Mix for Milk Tea
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Example 1: The Marketing Mix for Milk Tea
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Example 1: The Marketing Mix for Milk Tea
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Example 2: The Marketing Mix for Massage Services
Closer L
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Massage
Product Whole body, half body (upper part), leg and
foot
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Example 2: The Marketing Mix for Massage Services
Closer L
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Example 2: The Marketing Mix for Massage Services
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Example 2: The Marketing Mix for Massage Services
Closer L
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“5 Mini Case Studies about Understanding and Serving the Customer,” Marketing Sherpa (Marketing Sherpa, October 6 2020),
https://www.marketingsherpa.com/article/case-study/understanding-what-customers-want-5-mini-case-studies, last accessed on
October 24, 2021.
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Pet protection network increases revenue 53%
thanks to survey feedback
Case Stu
dy
“5 Mini Case Studies about Understanding and Serving the Customer,” Marketing Sherpa (Marketing Sherpa, October 6 2020),
https://www.marketingsherpa.com/article/case-study/understanding-what-customers-want-5-mini-case-studies, last accessed on
October 24, 2021.
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Pet protection network increases revenue 53%
thanks to survey feedback
Case Stu
dy
Since then, the company has improved its revenue and more
customers are interested in buying their product.
“5 Mini Case Studies about Understanding and Serving the Customer,” Marketing Sherpa (Marketing Sherpa, October 6 2020),
https://www.marketingsherpa.com/article/case-study/understanding-what-customers-want-5-mini-case-studies, last accessed on
October 24, 2021.
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Keep in Mind
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Keep in Mind
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Keep in Mind
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Keep in Mind
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Try This
React a like if the statement is correct. If false, react a dislike.
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Try This
React a like if the statement is correct. If false, react a dislike.
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Try This
React a like if the statement is correct. If false, react a dislike.
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Try This
React a like if the statement is correct. If false, react a dislike.
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Try This
React a like if the statement is correct. If false, react a dislike.
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Practice Your Skills
Read the case study and identify its marketing mix. Write your answers
in the spaces provided.
Comp Pew Gizmos is a store that offers computers, computer
parts, and accessories in Butuan City. Its target audience is
gamers in Butuan City and neighboring provinces; to do so,
they offered delivery services with extra charges.
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Practice Your Skills
Read the case study and identify its marketing mix. Write your answers
in the spaces provided.
As of the moment, Comp Pew Gizmos sells its items in their
store in Butuan and through online shopping platforms. They
promote their products on various social media sites. The
business wants to expand its customer base and set up
another branch. However, they are still undecided where to
place the new shop.
Can you help Comp Pew Gizmos identify their marketing mix
and strategy using the 4Ps?
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Practice Your Skills
Read the case study and identify its marketing mix. Write your answers
in the spaces provided.
1. Product: What is their current market offering? Should
there be any adjustment to this?
Answer area
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Practice Your Skills
Read the case study and identify its marketing mix. Write your answers
in the spaces provided.
2. Price: What should be the pricing of their product?
Answer area
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Challenge Yourself
You are planning to put up a printing shop near a public school. Imagine
this shop's ideal customer and create its buyer’s persona.
What are the characteristics of your ideal customer? Be as
detailed as you can.
Answer area
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Challenge Yourself
You are planning to put up a printing shop near a public school. Imagine
this shop's ideal customer and create its buyer’s persona.
What are your buyer’s goals in life? What are the things that
block them from achieving these goals?
Answer area
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Photo Credits
Slide 1: influencer marketing agency Factory., by Wasi ahmed02 is licensed under CC BY-SA 3.0 via Wikimedia Commons
.
Slide 4: A yellow row of stars by Towfiqu barbhuiya is free for commercial use under the Unsplash license via Unsplash.
Slide 5: Marketing officer Illustration, by Delesign Graphics is licensed under CC BY 4.0 via iconscout.
Slide 14: One size fits all, badly, by Espen Klem is licensed under CC BY 2.0 via Flickr.
Slide 18: Simon Sinek speaking at TEDx Maastricht in the Netherlands, by Startwithwhy is licensed under CC BY-SA 3.0
via Wikimedia Commons.
Slide 28: Banknotes by Mari Gimenez is free for commercial use under the Unsplash license via Unsplash.
Slide 33: So many coffee loyalty cards, by Nick Webb is licensed under CC BY 2.0 via Flickr.
Bibliography
Bretous, Martina. “What Is Brand Loyalty And How To Build It.” What Is Brand Loyalty and How To Build It.
blog.hubspot.com, March 17, 2021. https://blog.hubspot.com/agency/surprising-stats-brand-loyalty.
Kotler, Philip, Veronica Wong, John Saunders, and Gary Armstrong. Principles Of Marketing. 4th ed. Harlow, Essex:
Pearson Education Limited, 2005.
Prakash, Kunvar Buddha. “The Marketing Process: Creating And Capturing Customer Values | Medium.” Medium.
medium.com, July 25, 2020. https://medium.com/@kunvar.bp/the-marketing-process-explained-d1138c4049b2
.
“Why Studying Marketing Is Important for Any Field | William Peace University.” William Peace University. www.peace.edu,
March 21, 2019. https://www.peace.edu/blog/why-study-marketing/.
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