PRINCIPLES OF MARKETING

QUARTER 3 – MODULE 1

Define and Understand

Marketing Principles, Goals and
Approaches

Prepared by: MONALYN

C. DE VERA

Teacher II
Lesson Objectives:
At the end of this module you will be able to:

1. Define marketing

2. Describe different approaches to marketing

3. Explain marketing Goals

What is Marketing and its Principles?

According to the American Marketing Association, they define marketing as an “activity, set
of institution, and processes for creating, communicating, delivering and exchanging offerings that
have value for customers, client, partners, and society at large”.
• Marketing is an organizational function because it is a core task that is expected of a modern
organization whether or not it operates for profits.
• Marketing is also a set of processes because there are essential tasks that have to be engaged
in order to produce a viable marketing strategy.
• Marketing must deliver value to its customers which is vital in building customer- company
relationship.
• Marketers seek to provide valuable products and services to customers in return they will
benefited from it.
• Marketing is all about changing behaviour through communications in order to achieve
objectives.

1. NEEDS A human need is something that

a person must have in order to live and
survive.
In 1943, psychologist Abraham
Maslow proposed a hierarchy of human
needs that eventually and popularly
came to be represented as a pyramid,
with the most basic needs set at the
bottom.
The premises behind the Theory
was that the most basic needs must first
be met before the individual can feel a
strong desire for the higher level needs.

2. WANTS A human want is something that a person desires to have. These are the specific
manifestation of needs.
3. DEMANDS are also human wants that are supported by purchasing power.

4. EXCHANGE Marketing occurs when the buyer and seller trade something of equal value.
Both the buyer and seller gained something that satisfied their unmet needs.
 5. MARKET composed of people with both desire and ability to buy a product or service.

Scope of Marketing
Product in marketing does not just refer to tangible products, hence it applies to anything that is
being marketed, whether it is tangible product, an intangible good, a service, a place or even a person.

GOODS- Physical goods comprise the volume of most countries’ production and
marketing effort.

SERVICES as economies progress, a growing proportion of their activities are concentrated on the
production of services

EXPERIENCES though organizing a number of services and goods, one can generate, stage, and
market experiences.

EVENTS. Marketers endorse time based events

PERSONS Celebrity marketing has turn into a main popular business

PLACES. Place marketers consists of economic development specialist, real estate agents, commercial
banks, local business associations, and advertising and public relations agencies

PROPERTIES are intangible rights of ownerships of their real property.

ORGANIZATIONS aggressively labor to create a strong positive image in the mind of their publics

INFORMATION the production, packaging, and distribution of information is one of

society’s chief industries.

IDEALS Each market offering has a fundamental idea at its core.

What are 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.
 The Difference between Goals and Objectives

Goals

Top-level broad goals to show

how the business can benefit from
channels. So, goals are the broad
aims used to shape strategy. They
describe how marketing will
contribute to the business in key
areas of growing sales, MARKETING
communicating with
audience and saving money.
OBJECTIVE

SMART objectives give clear

direction and commercial targets.
Objectives are the SMART targets
for marketing which can be used to
track performance against target.
The SMART reminder helps as a test
or filter which the firm can use to
assess the quality of measures.

Key Performance Indicator- (KPIs) are used to check that the marketing activities of the company
are on track. KPIs are specific metrics which are used to track performance to make sure the firms is
on track to meet specific objectives. They are sometimes known as performance drivers or critical
success factors for this reason.
Characteristics of Good Marketing Goals:
In developing marketing goal it must be:

1. Attainable – Goal must be realistic so that important parties who will be reaching
must see each goal as reasonable
2. Consistent – Management should exert to set goals that are consistent with one
another.
3. Comprehensive- 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.
 4. Intangibility- A goal is not an action the firm can take, it is an outcome of the
organization wishes to realize.

MARKETING APPROACHES
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 he need, and the marketing method by which the need can be filled.
Several Distinct Traditional Approaches

1. Production Concept – focuses on the internal potentials of the company and not based on the
desires and needs of the market
2. 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.
3. 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.
4. Relationship concept/marketing – an approach that centers on maintaining and improving
value-added long-term relationship with current customers, distributors, dealers and suppliers.
5. Societal Marketing Concept – views that organizations must satisfy the
needs of consumers in a manner that gives for society’s benefits.

Contemporary Approaches to Marketing

1. Not-For- Profit Organization Marketing – A not-for-profit organization that does not aim
for earning profit for its owners. The money earned by the organization is allocated for
pursuing the organization’s objectives.
2. Person Marketing – entails endeavours aimed at cultivating the attention, interest and
preferences of a target market toward a celebrity or authority figure.
3. Place marketing – or also called as place branding attempts to exert a pull customers to
particular areas. It is used to attract tourist and showcase the beautiful spots in different cities,
provinces, and regions. It is also used to promote sites that can be a nice choice for putting up
a business.
4. Cause Marketing – is a recognition and marketing of a social issues, cause or idea to the target
markets. Cause marketing increases the awareness of issues such as literacy, physical fitness,
child obesity, and environmental protection, and preventing drunk-driving.
5. 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.
6. Green Marketing – It refers to the process of selling products and/or services based on their
environmental benefits. Company first promoting its benefits that is environmental friendly or
produced in an environmentally friendly way.
Name: Date: _

Grade/Section: Score:

Title of the Activity: TELL ME WHAT I AM!

Most Essential Learning Competency: Define and understand marketing
principles, goals and approaches.
K-12 BEC CG: (ABM_PM11-Ia-b-1)

Directions: CROSSWORD PUZZLE. Complete the crossword by filling in a

word that fits each clue.

ACROSS DOWN
2. broad aims 1. celebrity/authority figure
3. purchasing power of 4. activity of communicating
human wants products to clients
5. intangible products 7. area/ site
8. must have in order to live
6. can be
tangible/intangible 9. tangible products
10. specific manifestation of
needs
 Direction: Using the Venn diagram below describe GOALS from
OBJECTIVES.

M
A

E
T
I

Direction: Using your own understanding, create a three to five sentences

that define marketing.
Name: Date:

Grade/Section: Score:

Title of Worksheet: Marketing Principles, Goals and Approaches

Most Essential Learning Competency: Define and understand marketing
principles, goals and approaches.
K-12 BEC CG: (ABM_PM11-Ia-b-1)

Direction: MATCHING TYPE. Match column A with that of the column B. Write
the letter of your answer on the space provided before the number.

Column A Column B

1. Food, water, warmth, rest a. Cause marketing

2. Buyer and seller trade something of equal b. Comprehensive

value
3. Intangible rights of ownership c. Exchange

4. Company’s goals must align to d. Green Marketing

organization’s goal
5. Detailed in information e. Physiological
needs
6. Maintaining and improvising long-term f. Place marketing
connection
7. Focus on internal potentials g. Properties

8. Used to attract tourist h. Production

concept
9. Based on environmental benefits i. Relationship
marketing
10. Increase awareness of social issues j. Specific
 Direction: Tell whether the word/words in each number describes tradition
marketing or contemporary marketing. Write T if it is traditional marketing, and C
if contemporary marketing. Place your answer on the space provided.

1. Marketing Concept 6. Societal marketing

2. Not-for-profit organization 7. Event marketing

3. Place marketing 8. Green marketing

4. Sales marketing 9. Production marketing

5. Person marketing 10. Cause marketing

Direction: ACRONYM. Write the acronym of the word SMART.

S
M
A
R
T
REFERENCE
AB Ilano. (1977). Principles of Marketing .Manila, Philippines: Rex Book Store pp. 11-91; 107-
108

Keller (2017). Principles of Marketing. Larsen & amp;,