PRINCIPLES OF MARKETING2021a
PRINCIPLES OF MARKETING2021a
PRINCIPLES OF MARKETING2021a
PRINCIPLES OF MARKETING
Time: 1:00 TO 2:30 pm Monday to Friday
Days:
REQUIREMENTS
Principles of Marketing will require you to accomplish the following
and its corresponding rating will be:
Written Works = 30%
Performance Tasks = 50 % (includes: attendance, class
participation and behavior)
Tests/Exam = 20%
TOTAL = 1 00%
GRADING SYSTEM
Unit 1 – Marketing Principles and Strategies
3 Lessons
Unit 2 – Building Customer Loyalty Through Customer Service
2 Lessons
Unit 3 – Market Opportunity Analysis and Consumer Service
5 Lessons
Unit 4 – Developing The Marketing Mix
4 Lessons
Unit 5 – The Marketing Planning Process and the Marketing Plan
TABLE OF CONTENTS
At the end of the lesson, The students will be able to:
MARKETING DEFINED
Market
Marketer
Customer
Consumer
Exchange
Transaction
MARKETING TERMS
1.the action or business of promoting and selling
products or services, including market
research and advertising.-from the Oxford Languages
2. It is the activity, set of institutions, and
processes for creating, communicating,
delivering, and exchanging offerings that have
value for customers, clients, partners, and
society at large. ( Approved 2017) from:
https://www.google.com/search?client=opera&q=Definitions+o
f+Marketing&sourceid=opera&ie=UTF-8&oe=UTF-8
WHAT IS MARKETING?
1. Form Utility
2. Place Utility
3. Time Utility
4. Possession Utility
TRADITIONAL APPROACHES TO
MARKETING
The basic focus of a company with a production
orientation is toward maximizing production output.
Under a production orientation, a company is
succeeding when it is manufacturing as many
products as possible at the cheapest possible price. In
contrast, a company with a marketing orientation is
squarely focused on the consumer. Market-oriented
companies respond to marketing research and tailor
their products in accordance with what they perceive
to be the demands of the market.
BASIC FOCUS
Production orientation and marketing orientation describe different
stages in the evolution of modern business marketing. Until the early 1900s,
many products were scarce and companies could therefore sell as many
as they could make.
Thismade advertising and marketing research relatively unnecessary; the
way to make money was to manufacture a lot of goods as inexpensively
as possible.
Most companies began to adopt a marketing orientation during the
1960s. Many companies were manufacturing the same types of product,
and customers were able to choose between them; therefore,
companies needed to distinguish themselves from their competitors by
branding, advertising and introducing new and better products.
STAGES
Although the decision isn’t always completely binary, many
business owners find that they must choose between focusing
on the quality of their products and services or focusing on
the efficient production of their products and services.
Although these concepts are closely related in that they both
deal with the product you are selling to your targeted
audience, you employ different strategies to achieve your
desired goals.
Forexample, product orientation requires a well-executed
product-oriented marketing strategy, whereas professionals
with expertise in mass manufacturing are typically involved in
production orientation.
APPROACH TO CUSTOMERS
A production-oriented company does not focus a
great deal of energy on advertising. A business with a
production orientation sees itself as fulfilling a need
and assumes that as long as customers are aware of
their product and can afford, they will buy it. In
contrast, market-oriented companies spend a great
deal of money on advertising. A market-oriented
company carefully cultivates a brand in the minds of
potential customers in an attempt to influence them
to buy its products instead of a competitor's products.
APPROACH TO ADVERTISING
Objectives of the Lesson: At the end of the lesson, the
students will be able to
1. Enumerate and discuss the goals of marketing
2. Explain the importance of the goals through specific
examples.
MARKETING TERMS
GOAL OF MARKETING
The
goal of marketing should not be confined to just
making a sale; it should also be about SATISFYING
COSTUMERS’ NEEDS AND WANTS.
1. Building Brand Awareness
2. Supporting High Sales Lead Volume
3. Establishing Thought Leadership
4. Boosting Sales
5. Increasing Brand Engagement
LESSON 3 – CONTEMPORARY OR
MODERN MARKETING
Browser
Domain name
Operating system (OS)
Organic search
Search engine
MARKETING TERMS
Digital Concept
Search Engine Marketing
Marketing Concept
Societal Marketing Concept
Relationship Marketing Concept
Social Marketing
CONTEMPORARY CONCEPTS OF
MARKETING
2ND ASYNCHRONOUS CLASS (JAN.8,
2021)