This presentation focuses on the principles of marketing as the heart of business strategies.Emphasis is on knowledge and understanding for the following: 1. Marketing concept 2. Five P's of marketing 3. Goals of marketing 4. Traditional marketing vs. Contemporary marketing 5. Marketing concept vs. Selling concept

1. MARKETING PRINCIPLES
AND STRATEGIES
Marikriz M. Paulino, MBA
MARKETING

2. DEFINITION OF MARKETING
Marketing
Marketing is a human activity directed at satisfying
needs and wants through the exchange process.
Market
Analysis
Technology
Innovation
Network
Goal
Research
Knowledge
Education
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3. Marketing is a system concerned with the Five P’s.
5 Ps are somewhat controllable, they are always subject to
your internal and external marketing environments.
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FIVE (5) P’S OF MARKETING

4. EXAMPLE OF THE 5 P’S OF MARKETING
Jeff is considering operating a school supply To position
his business, Jeff may consult the 5 Ps of marketing in the
following manner:
Product: Different supplies for school and office including
machineries and equipment.
Price: Cheap price with a 5% discount every school year.
Promotions: A Facebook page, Instagram page, and a
Twitter handle to promote the business.
Place: An easy to access location from schools and
offices.
People: Friendly staff members and offer exceptional
customer service.
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5. GOALS OF MARKETING
Marketing Goal, is a specific, measurable, inspirational, realistic, and
time-bound metric that drives every marketing effort.
The goals of marketing can be summarized as follows:
1. Understand the market and its consumers, and satisfy their changing
needs and wants.
2. Introduce and innovate products and services that improve human
condition and the quality of life.
3. Design and implement effective customer-driven marketing strategies.
4. Develop marketing programs that deliver superior value to consumers.
5. Build and maintain mutually beneficial and profitable customer
relationships.
6. Capture customer value to create profits.
7. Promote value transactions with full regard to society’s well being.
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6. Market
Customer
Needs
Integrated
Marketing
Profits through
customers
satisfaction
Factory
Existing
Products
Selling &
Promoting
Profits through
Sales Volume
FocusStarting Point Means Ends
MARKETING CONCEPT
SELLING CONCEPT
An umbrella term that covers the wide array of advertising
channels we see daily. These may include print media,
billboard and TV advertising, flyer and poster campaigns and
radio broadcast advertising.
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WHAT IS TRADITIONAL MARKETING?

7. Contemporary refers to theories
that stress the importance of
customer orientation versus the
traditional market orientation.
They are strategies that, when
implemented, offer greater
support for their client base with a
product range that varies
depending on what the target
market desires. Rather than what
the company wants them to have.
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WHAT IS CONTEMPORARY MARKETING?

8. References:
 Raw pictures by Google Image
 Wikipedia
 Series of presentation in marketing
END OF THE SLIDE
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