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Sign in on time
Find a quite place
 Look at the
screen
 Listen
Virtual
If you were a
BRAND which one
would you be? METROBANK
BAKIT ?
Kasi You’re in
good hands
“Do not rush into a business just because you
have the capital. You’d lose your shirt if you jump
into it recklessly. Do your homework first. Study
the market and look for that golden opportunity .
Whatever business you choose to go into., it must
be something that you can pursue with passion.”
-Andrew Tan
WHAT IS
MARKETING ?
“ a total system of business
activities designed to plan, price,
promote and distribute want-
satisfying products, services and
ideas to target market in
achieve
organizational
Pagoso and dela
order to
objectives.
”
Cruz(2001)
“ a total system of business activities designed to
plan,
pric
e
promot
e
and distribute want-satisfying products,
services
and ideas to target market in order to
achieve organizational objectives.”
“a process of continuously and
profitably satisfying a target
customer’s needs, wants and
expectations, in order to become
better than their competition.”
Josiah Go and Chiqui Escareal-
Go(2011)
3 important points:
1.Customers satisfaction
2.To become better than your
competitors
3.Profitability
 a process of continuously and profitably
 satisfying a target customer’s needs,
wants and expectations,
 in order to become better than
their competition.”
AMERICAN MARKETING ASSOCIATION APPROVED
July 2013
“the activity, set of institutions, and
processes for creating, communicating,
delivering , and exchanging offerings that
have value for customers, clients, partners,
and society at large”
VALUE
CREATING
COMMUNICATING
DELIVERING
EXCHANGING
Two Interacting components of Marketing
MARKET
COMPANY
- a person or company that advertises
or promotes something.
CUSTOMER COMPETITION
Two Interacting components of Market
COMPANY
CUSTOMER
COMPETITION
3 C’s of Marketing
wants
3CS KEY OBJECTIVE
Customers To satisfy the needs, wants and expectations of the target
customers
Competition To outperform competition
Company To ensure corporate health and profit
The key objectives of the 3Cs of marketing are as follows:
Input and Output of Marketing
Customers
Sales
Company Competition
Profit Market Shares
Key Results Area(KRAs)
A.SALES-are the result of
satisfying the customer’s needs
and wants.
B.MARKET SHARE- refers to a company's
portion of sales within the entire market in which
it operates.
Needs are the basic reason or
the minimum requirement
consumers look for in a
product or service.
wants is the desire for products or
services that are not
necessary, but which
consumers wish for
EXPECTATIONS – are values or
intangibles associated with a
product or service.
DISTINGUISH IF IT IS NEED OR WANTS
WANTS
NEEDS
NEEDS WANTS
NEEDS WANTS
NEEDS WANTS
NEEDS WANTS
NEEDS WANTS
Activity 1: Online Selling Pa-mine po! How
much? Present any product/brand available in
your home. The objective of this activity is to try
to convince your classmates that the worth of the
product you choose is more than its face value.
Present your “pitch” in front of the
class(virtual). You will then give suggested
retail price (SRP) based on how much value you
believe the product actually holds.
Your objective: after your pitch, the class will
be asked for a show of hands on how many of
them will actually consider buying your product
for your SRP, which should be higher than
the face value. Presentation time: 30
seconds to 1 minute per student. Submission
is through messenger and PM me
Criteria Details Total Points Your Points
Effectiveness of
pitch
Were there any
takers for the
proposal?
20
Creativity of pitch How innovative was
the sales pitch?
15
Insights What insights did the
individual gain from
the process
15
TOTAL 50
Activity 2. Situational Analysis The Television show, Eat Bulaga (EB) of
GMA 7, is the longest-running noontime TV variety show in the
Philippines. Originally, Eat Bulaga started in RPN9 in July 30, 1979, and
then transferred to ABS-CBN in 1989 before their present home in
GMA7 since 1995. In the beginning, EB was not rating well against the
leading show at that time. Student Canteen, but it took over the lead
after 2 years. It lost leadership for 2 years to Magandang Tanghali
Bayan (MTB) with its interesting “Pera or Bayong” game segment in
1998. It has competed with other ABS CBN noontime shows such as
Wowowee (featuring Willie Revillame) and It’s Showtime (featuring
Vice Ganda)
3Cs Key Questions
CUSTOMERS
Q1: Who are the target markets of Eat Bulaga?
Q2: What are the needs, wants and expectations of the target markets?
Q3: How can they be satisfied continuously?
Q4: Who are their direct and indirect competitors
Q5: How can they be satisfied continuously?
COMPETITORS
COMPANY
Q6: How can the show maximize its profitability
without alienating its customers’ needs, wants and
expectations?
Q7: What metrics do we use to measure success?
ACTIVITY.
Online selling A. For the performance
task create a five-minute vlog to
persuade prospective clients to buy your
product. To be uploaded to your
schoology accounts.
VERY GOOD GOOD FAIR POOR
1. Marketing
Creativity
2. Marketing
Persuasion
3. Marketing
Ability
STRENGTHS WEAKNESSES
END

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Principles of Marketing Lesson 1 ABM 12.pptx

  • 1. Sign in on time Find a quite place  Look at the screen  Listen Virtual
  • 2. If you were a BRAND which one would you be? METROBANK BAKIT ? Kasi You’re in good hands
  • 3. “Do not rush into a business just because you have the capital. You’d lose your shirt if you jump into it recklessly. Do your homework first. Study the market and look for that golden opportunity . Whatever business you choose to go into., it must be something that you can pursue with passion.” -Andrew Tan
  • 5. “ a total system of business activities designed to plan, price, promote and distribute want- satisfying products, services and ideas to target market in achieve organizational Pagoso and dela order to objectives. ” Cruz(2001)
  • 6. “ a total system of business activities designed to plan, pric e promot e and distribute want-satisfying products, services and ideas to target market in order to achieve organizational objectives.”
  • 7. “a process of continuously and profitably satisfying a target customer’s needs, wants and expectations, in order to become better than their competition.” Josiah Go and Chiqui Escareal- Go(2011)
  • 8. 3 important points: 1.Customers satisfaction 2.To become better than your competitors 3.Profitability
  • 9.  a process of continuously and profitably  satisfying a target customer’s needs, wants and expectations,  in order to become better than their competition.”
  • 10. AMERICAN MARKETING ASSOCIATION APPROVED July 2013 “the activity, set of institutions, and processes for creating, communicating, delivering , and exchanging offerings that have value for customers, clients, partners, and society at large”
  • 12. Two Interacting components of Marketing MARKET COMPANY
  • 13. - a person or company that advertises or promotes something.
  • 14. CUSTOMER COMPETITION Two Interacting components of Market
  • 16. wants
  • 17. 3CS KEY OBJECTIVE Customers To satisfy the needs, wants and expectations of the target customers Competition To outperform competition Company To ensure corporate health and profit The key objectives of the 3Cs of marketing are as follows:
  • 18. Input and Output of Marketing Customers Sales Company Competition Profit Market Shares
  • 19. Key Results Area(KRAs) A.SALES-are the result of satisfying the customer’s needs and wants. B.MARKET SHARE- refers to a company's portion of sales within the entire market in which it operates.
  • 20. Needs are the basic reason or the minimum requirement consumers look for in a product or service.
  • 21. wants is the desire for products or services that are not necessary, but which consumers wish for
  • 22. EXPECTATIONS – are values or intangibles associated with a product or service.
  • 23. DISTINGUISH IF IT IS NEED OR WANTS WANTS NEEDS
  • 29. Activity 1: Online Selling Pa-mine po! How much? Present any product/brand available in your home. The objective of this activity is to try to convince your classmates that the worth of the product you choose is more than its face value. Present your “pitch” in front of the class(virtual). You will then give suggested retail price (SRP) based on how much value you believe the product actually holds.
  • 30. Your objective: after your pitch, the class will be asked for a show of hands on how many of them will actually consider buying your product for your SRP, which should be higher than the face value. Presentation time: 30 seconds to 1 minute per student. Submission is through messenger and PM me
  • 31. Criteria Details Total Points Your Points Effectiveness of pitch Were there any takers for the proposal? 20 Creativity of pitch How innovative was the sales pitch? 15 Insights What insights did the individual gain from the process 15 TOTAL 50
  • 32. Activity 2. Situational Analysis The Television show, Eat Bulaga (EB) of GMA 7, is the longest-running noontime TV variety show in the Philippines. Originally, Eat Bulaga started in RPN9 in July 30, 1979, and then transferred to ABS-CBN in 1989 before their present home in GMA7 since 1995. In the beginning, EB was not rating well against the leading show at that time. Student Canteen, but it took over the lead after 2 years. It lost leadership for 2 years to Magandang Tanghali Bayan (MTB) with its interesting “Pera or Bayong” game segment in 1998. It has competed with other ABS CBN noontime shows such as Wowowee (featuring Willie Revillame) and It’s Showtime (featuring Vice Ganda)
  • 33. 3Cs Key Questions CUSTOMERS Q1: Who are the target markets of Eat Bulaga? Q2: What are the needs, wants and expectations of the target markets? Q3: How can they be satisfied continuously?
  • 34. Q4: Who are their direct and indirect competitors Q5: How can they be satisfied continuously? COMPETITORS
  • 35. COMPANY Q6: How can the show maximize its profitability without alienating its customers’ needs, wants and expectations? Q7: What metrics do we use to measure success?
  • 36. ACTIVITY. Online selling A. For the performance task create a five-minute vlog to persuade prospective clients to buy your product. To be uploaded to your schoology accounts.
  • 37. VERY GOOD GOOD FAIR POOR 1. Marketing Creativity 2. Marketing Persuasion 3. Marketing Ability
  • 39. END