BUSINESS MARKETING

SUBJECT DESCRIPTION:

✔ 6 Chapters
✔ 25 learning competencies

✔ Approximately 50-60hrs of lecture

 CHAPTER 1: MARKETING
PRINCIPLES AND STRATEGIES

Lesson 1: Marketing and its Traditional

Approaches
 MARKETING
MARKETING is the activity of institutions, and
processes for creating, communicating,
delivering, and exchanging offerings that have
value for customers, clients, partners, and
society at large.
 IMPORTANT WORDS IN
MARKETING
1. NEEDS. A human need is something that a
person must have in order to live and survive.
2. WANTS. A human want is something that a
person desires to have.
3. DEMANDS. Demands are also human wants
that are supported by buying power.
4. EXCHANGE. Marketing occurs when the
buyer and seller trade something of equal
value. Both the buyer and the seller have
gained something that satisfied their unmet
needs.
5. MARKET. The market is composed of people
with both desire and ability to buy a product or
service.
 SCOPE OF MARKETING
1. GOODS -Physical goods comprise the
volume of most countries’ production and
marketing effort.
2. SERVICES- as economies progress, a
growing proportion of their activities are
concentrated on the production of services.
3. EXPERIENCES- Through organizing a
number of services and goods, one can
generate, stage, and market experiences.
 SCOPE OF MARKETING
4. EVENTS- Marketers endorse time-based
events.
5. PERSONS-celebrity marketing has turn into
a main and popular business.
6. PLACES- Place marketers consist of
economic development specialists, real estate
agents, commercial banks, local business
associations, and advertising and public
relations agencies.
 SCOPE OF MARKETING
7. PROPERTIES-Properties are intangible
rights of ownerships of either real property.
8. ORGANIZATION- organizations aggressively
labor to create a strong, positive image in the
mind of their publics.
9. INFORMATION- The production, packaging,
and distribution of information is one of society’s
chief industries.
10. IDEALS Each market offering has a
fundamental idea at its core.
TRADITIONAL APPROACHES TO
MARKETING
Traditional concept marketing is a marketing
strategy a company uses to determine if it can
produce a viable product consumers want or
need, whether the company can produce
enough products to fill the need, and the
marketing method by which the need can be
filled.
 SEVERAL DISTINCT
TRADITIONAL APPROACHES

● Production concept focuses on the internal

potentials of the company and not based on the
desires and needs of the market.

● Sales concept refers to the idea that people

will buy more goods and services through
personal selling and advertising done
aggressively to push them in the market.
 SEVERAL DISTINCT
TRADITIONAL APPROACHES
Marketing concept a philosophy which states
that organization must try hard to find out and
satisfy the needs and wants of consumers while
at the same time accomplishing the
organizational goals
Relationship concept/marketing an approach
that centers on maintaining and improving
valueadded long-term relationships with current
customers, distributors, dealers and suppliers.
 SEVERAL DISTINCT
TRADITIONAL APPROACHES
Societal Marketing Concept views that
organizations must satisfy the needs of
consumers in a manner that gives for society’s
benefit.
 CHAPTER 1 MARKETING
PRINCIPLES AND STRATEGIES

Lesson 2: Goals of Marketing

Goals are different from objectives
Marketing goals are statements of what results
the company wants to achieve with its
marketing efforts. Just like any other goal,
marketing goals should be clear. Goals must be
credible and realistic as well
KEY PERFORMANCE INDICATOR
Key performance indicators (KPIs) are used to
check that the marketing activities of a
company are on track. KPIs are specific metrics
which are used to track performance to make
sure the firm is on track to meet specific
objectives. They are sometimes known as
performance drivers or critical success factors
for this reason.
 DEVELOPING MARKETING
GOALS
GOALS MUST BE:
✔ ATTAINABILITY -Goals must be realistic so that
important parties who will be reaching must see
each goal as reasonable.
✔ CONSISTENCY -management should exert to
set goals that are consistent with one another.
✔ COMPREHENSIVENESS -the process of goal-
setting must be comprehensive. Simply it
means that each functional area must be able
to formulate its own goals that relate to the
organization’s goals.
 DEVELOPING MARKETING
GOALS
✔ INTANGIBILITY -planners often confuse goals
with strategies, objectives and even tactics. A
goal is not an action the firm can take, it is an
outcome of the organization wishes to realize.
Examples of noteworthy marketing
goals:

1. Identifying the target market

2. Increasing sales and profits
3. Increasing brand awareness
4. Increasing market share
5. Countering competitive strategies
6. Reputation
7. Increasing distribution channels
 CHAPTER 1 MARKETING
PRINCIPLES AND STRATEGIES

Lesson 3: Contemporary
Approaches to Marketing
 Not-For-Profit Organization
Marketing
A not-for-profit organization is a type of
organization that does not aim for earning profit
for its owners. The money earned by not-for-
profit organization is allocated for pursuing the
organization’s objectives.
 PERSON MARKETING

Person marketing entails endeavors aimed at

cultivating the attention, interest and
preferences of a target market toward a
celebrity or authority figure.
 PLACE MARKETING
Place marketing or place branding attempts to
exert a pull customers to particular areas. Place
marketing is used to attract tourist and
showcase the beautiful spots in different cities,
provinces, and regions. Place marketing is also
used to promote sites that can be a nice choice
for putting up a business.
 CAUSE MARKETING
Cause marketing is the recognition and
marketing of a social issue, cause or idea to the
target markets. Cause marketing increases the
awareness of issues such as literacy, physical
fitness, child obesity, and environmental
protection, elimination of birth defects, child-
abuse prevention and preventing drunk-driving.
 EVENT MARKETING
is the sport, culture and charity activities to
selected target markets. it consists of different
sponsors from different companies to support
such activities and also serves as public
awareness.
 Essential features of event
marketing:
1. Wide range of events –event marketing
encompasses a wide range of event types:
a. Mega events and local events,
b. Exhibitions,
c. Trade shows,
d. Publicity stunts,
e. Themed and created events,
f. Corporate entertainment,
g. Award ceremonies.
 Essential features of event
marketing:
2.Goal oriented
3. Effective promotion and communication – it is important to
get the message to the target audience clearly.
4. Proper evaluation – it is necessary for the team to be able
to evaluate the event/project to be more effective and efficient
the next time.
5.Feedbackfromclients
6.Location–this is the most important aspect as the location of
the event should be accessible and should be near important
areas.
 GREEN MARKETING
Green marketing refers to the process of selling
products and/or services based on their
environmental benefits. Company are selling
products and/or services by first promoting its
benefit that is environmental friendly or
produced in an environmentally friendly way.
 CHAPTER 1 MARKETING
PRINCIPLES AND STRATEGIES

Lesson 4: TRADITIONAL
APPROACH TO MARKETING
 FORMS OF TRADITIONAL
MARKETING
1. Print Marketing- oldest form of traditional
marketing. Loosely defined as advertising in
papers. Today, this refers to advertising space
in newspapers, magazines, newsletters, and
other printed materials intended for distribution.
2. Broadcast Marketing- includes radio and
television advertisements.
3. Direct Mail Marketing- Uses printed materials
like post cards, brouchures, letters, catalogs,
and fliers sent through postal mail to attact
customers.
 FORMS OF TRADITIONAL
MARKETING
4. Telephone marketing or telemarketing is the
practice of deleviring sales massages over the
phone to convince customer to buy a product or
services.
***END***