Scribd
Upload
77 views

Principle of Marketing

This document provides a summary of key principles of marketing including: 1) It outlines the marketing mix variables and factors in the marketing environment. 2) It describes the 3 concepts formulated by Kotler - product concept, selling concept, and marketing concept. 3) It discusses the types of markets - consumer, industrial, reseller, government, and international markets. 4) It covers market segmentation, the basis for segmentation, and buyer readiness stages.

Uploaded by

Rose Anne Mückl
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
77 views

Principle of Marketing

This document provides a summary of key principles of marketing including: 1) It outlines the marketing mix variables and factors in the marketing environment. 2) It describes the 3 concepts formulated by Kotler - product concept, selling concept, and marketing concept. 3) It discusses the types of markets - consumer, industrial, reseller, government, and international markets. 4) It covers market segmentation, the basis for segmentation, and buyer readiness stages.

Uploaded by

Rose Anne Mückl
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
You are on page 1/ 8

Principle of Marketing

Lessson Summary

Name. Anunciacion,joshua c
Course/sec. BSBA 12m2
Prof. mrs. Alega
Marketing Mix Variable

Factors in Marketing Environment


Political Fees

Legal and regulatory forces

Socialtal forces

Consumer movement forces

Economic forces

Technological forces
3 Concept Formulated by Kotler
Product concept

The company decides to produce a product or service first aid look

For interested buyer later.

Selling concept

The company decides to produce the product and service first,and

Then concentrates on selling the same to a group.

Marketing concept

The firm first determine the needs wants and value of the target
market then adapts the firm to satisfy the need and wants.

The 3 types of Promotion


Personal selling

Mass selling

Sales promotion

The types of market


Consumer market

Derectly consume a product or service.

Industrial Market

Goods and services that are used in the production,and later sell of a

Profit.

Reseller market
Refers to the organization that buy goods and services which later
sell of a profit

Government market

Refers to the government agencies that buy goods and services,for

The use of public goods and services.

International market

Refers to all types of buyer found abroad including consumers


producers reseller and goods.

Market segment

Is a subgroup of a particular market is compose of unit more or


less similar characteristics.

Market segmentation

Difine as a process of identifying the various segment of a company


particular market.

The segmentation strategy

Concentration or single segment strategy

A company deal only to one particular segment.

Multisegment strategy

Dividing product or services to two or more segment of the target


market.

The basis for making market segmentation

* Geographic segmentation (place,location, nation)

* Demographic * Psychograpic* behavioral


5 condition on exchange to take place
* There must be two parties involve

* Each parties must have something to offer

* Each party must have to deal to other party

* Each must be free to accept or reject the other offer

* Each must be able to communicate and to deliver

Filipino social classes

Upper classes-1%

Upper middle-10%

Lower middle-20%

Upper lower-32%
Lower lower-37%

Factors in behavior segment

- Purchase occasion

- Benefits sought

- User status

- loyalty

Buyer readyness stage

- Unaware

- Informed

- Interested

- Desirous

- Intend to buy

Buyer attitude towards the product


- Enthusiastic

- Positive

- Indefferent

- Negative

- hostile

Forms of product
* Physical object * organization * activity

* Service * idea

* Place * personality

Classification of product
* Consumer goods
* Industrial goods

Branching
Is a familiar method of marketing products recognizable as unique
defferent makes easy for buyers to identify items to purchase.
Advertising
is a means of communication with the users of a product or service.
advertisements are messages paid for by those who send them and are
intended to inform or influence people who receive them,

Factors to determine advertisability


*Primary demand *defferential advantages

*Buying motives *money

*Hidden quality

You might also like