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CHAPTER 1
MARKETING PRINCIPLES AND STRATEGIES

Lesson 1:
Marketing and the
Goals in 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.
1. NEEDS
A human need is something that
a person must have in order to
live and survive.
Maslow’s Hierarchy of Needs
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.
 PARTICULARS NEEDS WANTS
Hunger Food
Fashion Wear Clothing
Infection Antibiotics
Shelter Housing
Thirst Beverag
e Water
Milk

Transportation Vehicle
 PARTICULARS NEEDS WANTS
Recreation Sports

Entertainment Television, radio,

Security Insurance

Interment Memorial 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.
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.
7. PROPERTIES
Properties are intangible rights
of ownerships of either real
property.
8. ORGANIZATIONS
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.
 Importance of Marketing

• Marketing
Promotes
Product
Awareness
to the Public
 Importance of Marketing

• Marketing
Helps
Boost
Product
Sales
 Importance of Marketing

• Marketing
Builds
Company
Reputation
CHAPTER 1
MARKETING PRINCIPLES AND STRATEGIES

Lesson 2:
Goals of Marketing
 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.
 DEVELOPING MARKETING GOALS
GOALS MUST BE:
1. ATTAINABILITY 2. CONSISTENCY 3. COMPREHENSIVENESS
Goals must be realistic management the process of goal-setting
so that important parties should
exert to set goals that must be
who will be reaching are
consistent with comprehensive.
Simply it means that each
must
see each goal as one another. functional area must be able
reasonable. to formulate its own goals
that relate to
organization’s
the
4. INTANGIBILITY goals.
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.
 WIKIPEDIA Achieving a
sustainable
GOALS OF competitive
Increasing
MARKETIN
G
advantage
SALES
 Armstrong and
Kotler 2005 To keep and
grow
To attract new customers by
GOALS OF
customers by MARKETIN
delivering
promising G satisfaction
super value
 Wall-Mart and
DISNEY Theme To make a
Park DREAM
ALWAYS
come true
low price GOALS OF
today
ALWAYS MARKETIN
G
(Total
Customer
Satisfaction)
 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

GOALS OF