Lesson 1: Marketing and its traditional Approaches

Marketing is the activity of the institution and processes for creating, communicating, delivering,

Principles of Marketing for Grade 12 Students

1. 1. PRINCIPLES OF I am Johemie Quinones
2. 2. CHAPTER 1 MARKETING PRINCIPLES AND STRATEGIES Lesson 1: Marketing and its Traditional
Approaches
3. 3. 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.
4. 4. 1. NEEDS A human need is something that a person must have in order to live and survive.
5. 5. Maslow’s Hierarchy of Needs
6. 6. 2. WANTS A human want is something that a person desires to have.
7. 7. 3. DEMANDS Demands are also human wants that are supported by buying power.
8. 8. 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.
9. 9. 5. MARKET The market is composed of people with both desire and ability to buy a product or service.
10. 10. PARTICULARS NEEDS WANTS Hunger Food Fashion Wear Clothing Infection Antibiotics Shelter Housing
Thirst Beverage Water Milk Transportation Vehicle
11. 11. PARTICULARS NEEDS WANTS Recreation Sports Entertainment Television, radio, DVD/Discs, Casinos
Education School Seminars Course Security Insurance Interment Memorial services
12. 12. SCOPE OF MARKETING
13. 1. GOODS Physical goods comprise the volume of most countries’ production and marketing effort.
14. 14. 2. SERVICES as economies progress, a growing proportion of their activities are concentrated on the
production of services.
15. 15. Through organizing a number of services and goods, one can generate, stage, and market experiences. 3.
EXPERIENCES
16. 16. Marketers endorse time-based events. 4. EVENTS
17. 17. 5. PERSONS celebrity marketing has turn into a main and popular business.
18. 18. 6. PLACES Place marketers consist of economic development specialists, real estate agents, commercial
banks, local business associations, and advertising and public relations agencies.
19. 19. 7. PROPERTIES Properties are intangible rights of ownerships of either real property.
20. 20. organizations aggressively labor to create a strong, positive image in the mind of their publics. 8.
ORGANIZATIONS
21. 21. 9. INFORMATION The production, packaging, and distribution of information is one of society’s chief
industries.
22. 22. 10. IDEALS Each market offering has a fundamental idea at its core.
23. 23. TRADITIONAL APPROACHES TO MARKETING
24. 24. 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 the need,
and the marketing method by which the need can be filled.
25. 25. SEVERAL DISTINCT TRADITIONAL APPROACHES Production concept focuses on the internal potentials
of the company and not based on the desires and needs of the market. 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. 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.Relationship concept/marketing an approach that centers on maintaining and improving value- added
long-term relationships with current customers, distributors, dealers and suppliers. Societal Marketing Concept
views that organizations must satisfy the needs of consumers in a manner that gives for society’s benefit.
26. 26. CHAPTER 1 MARKETING PRINCIPLES AND STRATEGIES Lesson 2: Goals of Marketing
27. 27. 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
28. 28. GOALS ARE DIFFERENT FROM 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, communicating with audience and saving money.
MARKETING OBJECTIVE Specific SMART objectives to give clear direction and commercial targets.
Objectives are the SMART targets for marketing which can be used to track performance against target. The
SMART mnemonic helps as a test or filter which the firm can use to assess the quality of measures.
29. 29. the detail in the information sufficient to pinpoint problems or opportunities; the objective sufficiently detailed
to measure real- world problems and opportunities. a quantitative attribute to be applied to create a metric. a
quantitative attribute to be applied to create a metric. the information be applied to the specific problem faced
by the marketer. objectives be set for different time periods as targets to review against.
 30. 30. Key performance indicators (KPIs) are used to check that the marketing activities of a company are on
track. KPIs are specific metrics which are used to track performance to make sure the firm is on track to meet
specific objectives. They are sometimes known as performance drivers or critical success factors for this
reason.
31. 31. DEVELOPING MARKETING GOALS GOALS MUST BE: ATTAINABILITY Goals must be realistic so that
important parties who will be reaching must see each goal as reasonable. CONSISTENCY management
should exert to set goals that are consistent with one another. COMPREHENSIVENESS 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. INTANGIBILITY 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.
32. 32. GOALS OF MARKETING 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
33. 33. CHAPTER 1 MARKETING PRINCIPLES AND STRATEGIES Lesson 3: Contemporary Approaches to
Marketing
34. 34. Not-For-Profit Organization Marketing A not-for-profit organization is a type of organization that does not
aim for earning profit for its owners. The money earned by not-for-profit organization is allocated for pursuing
the organization’s objectives.
35. 35. Characteristics of a not-for-profit organization Generate as much revenue as possible to support their
causes Compete with other organizations for donors’ pesos Often possess some degree of monopoly power in
a given geographic area Market to multiple publics
36. PERSON MARKETING Person marketing entails endeavors aimed at cultivating the attention, interest and
preferences of a target market toward a celebrity or authority figure.
37. 37. PLACE MARKETING Place marketing or place branding attempts to exert a pull customers to particular
areas. Place marketing is used to attract tourist and showcase the beautiful spots in different cities, provinces,
and regions. Place marketing is also used to promote sites that can be a nice choice for putting up a business.
38. 38. CAUSE MARKETING Cause marketing is the recognition and marketing of a social issue, cause or idea to
the target markets. Cause marketing increases the awareness of issues such as literacy, physical fitness, child
obesity, and environmental protection, elimination of birth defects, child-abuse prevention and preventing
drunk-driving
39. There are some guidelines to consider before creating a cause marketing campaign. UNDERSTAND
MARKETING before a firm create a cause marketing, it needs to understand first the essential elements of
marketing to its specific target audience. SUPPORT REPUTATION CAUSES Support reputable causes – if the
company is going to give large amounts of money, resources or time to a philanthropic cause, it must first do its
homework. The organization must choose the right charity to give help to and check its every detail. »
MAINTAIN TRANSPARENCY if the firm wants consumers to join its cause, it has to make it easy and
transparent for them to do so. THINK MAINTREAM the majority of the firm’s patron should support the effort of
its supporting. STAY CONSISTENT it is best for the company if it is going to be generous in one charity for
long time to be predictable in the eyes of the consumers.
40. 40. 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.
41. Essential features of event marketing: 1. Wide range of events – event marketing encompasses a wide range
of event types: a. Mega events and local events, b. Exhibitions, c. Trade shows, d. Publicity stunts, e. Themed
and created events, f. Corporate entertainment, g. Award ceremonies.
42. 42. 2. Goal oriented 3. Effective promotion and communication – it is important to get the message to the target
audience clearly. 4. Proper evaluation – it is necessary for the team to be able to evaluate the event/project to
be more effective and efficient the next time. 5. Feedback from clients 6. Location – this is the most important
aspect as the location of the event should be accessible and should be near important areas.
43. 43. Green marketing refers to the process of selling products and/or services based on their environmental
benefits. Company are selling products and/or services by first promoting its benefit that is environmental
friendly or produced in an environmentally friendly way.
44. 44. For green marketing to be effective, there are three things that needs to be done: 1. Being genuine a. The
company is actually doing what it claims to be doing in its green marketing campaign and b. The rest of the
business policies are consistent with whatever the firm is doing that’s environmentally friendly. 2. Educating the
customers isn’t just a matter of letting people know that the company is doing whatever its doing to protect the
environment, but also a matter of letting them know why it matters. 3. Giving customers an opportunity to
participate means personalizing the benefits of the company’s environmentally friendly actions, normally
through letting the customer take part in positive environmental action.

rinciples of Marketing for Grade 12 Students. Chapter 2

1. 1. CHAPTER 2 CUSTOMER RELATIONSHIP: CUSTOMER SERVICE Lesson 1: Relationship Marketing I am
Johemie Quinones
2. 2. RELATIONSHIP MARKETING According to Serrano, Relationship Marketing includes activities aimed at
developing and managing trusting and long-term relationships with larger customers. (Customer profile, buying
patterns and history of contacts are kept in a sales database) Relationship marketing is a strategy designed for
customer loyalty, interaction, and long-term engagement to be fostered. Customer Relationship focuses more
on long-term customer retention than acquiring large numbers of new and potentially single-transaction
customers.
3. 3. Characteristics of Relationship Marketing: 1. It focuses on the long-term rather than the short-term. 2. It
focuses on partners and customers rather than on the company’s products. 3. It puts more emphasis on
customer retention and growth than on customer acquisition. 4. It relies on cross-functional teams rather than
on departmental-level work. 5. It relies more on listening and learning than on talking. Relationship Marketing is
designed to develop strong connections with customers by providing them with information directly suited to
their needs and interests by promoting open communication.
4. Relationship marketing calls for new practices within the 4p’s.
5. 5. THIS IS A SLIDE title ▹Here you have a list of items ▹And some text ▹But remember not to overload your
slides with content Your audience will listen to you or read the content, but won’t do both.
6. 6. ▹More products are customized to the customers’ preferences. ▹New products are developed and designed
cooperatively with suppliers and distributors.
7. 7. ▹The company will set a price based on the relationship with the customer and the bundle of features and
services ordered by the customer. ▹In business-to-business marketing, there is more negotiation because
products are often designed for each customer. PRICE
8. 8. ▹RM favors more direct marketing to the customer, thus reducing the role of middlemen. ▹RM favors offering
alternatives to customers to choose the way they want to order, pay for, receive, install, and even repair the
product. PLACE
9. 9. ▹RM favors more individual communication and dialogue with customers. ▹RM favors more integrated
marketing communications to deliver the same promise and image to the customer. ▹RM sets up extranets with
large customers to facilitate information exchange, joint planning, ordering, and payments PROMOTION
10. 10. In the business world, retaining customers has a lesser cost at least eight times compared to acquiring new
ones. Thus, this marketing capitalizes on the same fact and is beneficial to the company in several ways. .
BENEFITS OF RELATIONSHIP MARKETING
11. BENEFITS OF RELATIONSHIP MARKETING 1. Understanding customer characteristics the company can
segregate its customers into groups based on their characteristics like purchasing power, frequency and
volume of sale transactions. It also helps the company get valuable feedback from its customers and
understand their needs and expectations. 2. Delivery and meeting expectations if the company knows what its
customers’ needs are, it will help reduce wastage due to trial and error methods. It is easier to create a product
if the features and specifications of the product are known.
12. 12. BENEFITS OF RELATIONSHIP MARKETING 3. Repeat Business Sellers should maintain good attitude to
the buyers. By doing this, buyers will feel that they do not need to switch sellers. 4. Prevents negative transition
trust and loyalty go hand in hand and it is super beneficial for all business. It will help prevent customers from
turning to competitors. 5. Word-of-mouth marketing a happy customer will always promote business by telling
ten other people about the amazing services or performance received from a company.
13. 13. BENEFITS OF RELATIONSHIP MARKETING 6. Increasing customer base satisfied existing customer is
100% more likely to recommend a product/service to a prospective customer. Apart from customer, referrals,
there are several other ways to increase customer satisfaction by employing methods of utilizing social
networking websites, blogs, informal surveys, benefits on loyalty cards, timely response to complaints and
requests as a constant reminder of its presence around and retention equity is improved by enhancing
customer satisfaction. 7. Reduced marketing cost Benefits also include lesser marketing costs and more value
creation. This can be explained by stating the following statistics: every 5% increase in customer retention can
increase a company’s annual profits from at least 25% to as much as 125%, while simultaneously leading to a
reduction of 10% in marketing costs. An existing customer will spend 33% more than a new customer to buy a
company’s product/service.
14. 14. BENEFITS OF RELATIONSHIP MARKETING 8. Minimization of customer price sensitivity a happy
customer will be willing to pay more for a product if there is a guaranteed satisfaction of products and after
sales services attached to the price. . 9. Identification with the company the benefits are reaped both by the
company and the customers. It helps customers identify more with the company. Keeping your communication
lines open and keeping in touch with the customers makes them feel like they are being valued. It will keep
customers coming in and build brand equity for the company in the long run. 10. Product Market Expansion the
company’s employees must be ready to deliver beyond the company’s boundaries on customer demand.
15. 15. ▹Examples of companies using relationship marketing ▹Ikea ▹Direct recruitment ▹American airlines ▹Dell
▹Vyvanse
16. CHAPTER 2 CUSTOMER RELATIONSHIP: CUSTOMER SERVICE Lesson 2: Customer Value
17. 17. CUSTOMER VALUE Customer Value is the relationship between benefits and the costs including money,
stress, and time to sacrifice that is necessary to get those benefits. Or simply stated in a mathematical
equation: Benefits – Cost = Customer Value
18. 18. CUSTOMER VALUE
19. 19. In essence, customer value entails extraordinary delivery of four value-points or components known also as
SQIP: SERVICE the intangible value offered to customers.
20. 20. In essence, customer value entails extraordinary delivery of four value-points or components known also as
SQIP: QUALITY customer’s perception of how well a company’s products and services meet expectations
21. 21. In essence, customer value entails extraordinary delivery of four value-points or components known also as
SQIP: IMAGE customers’ perception of the company or business they interact with
22. 22. In essence, customer value entails extraordinary delivery of four value-points or components known also as
SQIP: PRICE the price a company can command for its products and services that its customers are able and
willing to pay.
23. 23. 1. Provide consumer with the best cost. 2. Provide the consumer with the best product. 3. Provide the
consumer with the best service. Three ways a company can establish customer value to its customer base:
DELIVERING CUSTOMER VALUE
24. 24. Importance of Customer Value 1. Designing and providing superior customer value are the keys to
successful business strategy in the 21st century. 2. Value reigns supreme in today’s marketplace and market-
space. 3. Customers will not pay more than a product is worth and will reward excellence. 4. A customer-
centric culture provides focus and direction for the organization, ensuring that exceptional value will be offered
to customers. 5. Designing and delivering superior customer value propels organizations to market leadership
positions in today’s highly competitive global markets – absolute advantage 6. Providing outstanding customer
value has become a mandate for management.
25. 25. Importance of Customer Value 7. In choice-filled arenas, the balance of power has shifted from companies
to value- seeking customers. 8. Managing customer value is even more critical to organizations in the new
service and information-based economy 9. Firms not providing adequate value to customers will struggle or
disappear – customer value is a key ingredient in building competitive advantage. 10. Today’s customers are
quite smart and sophisticated and are looking for companies that:: a. Create maximum value for them based on
their needs and wants, and b. Demonstrate that they value their business.
26. 26. thanks! CREATING MORE CUSTOMER VALUE? ▹Understand what drives value for customers
▹Understand value proposition ▹Identify the customers and segments where the company can create more
value relative to competitors ▹Create a win-win price ▹Focus investments on the most valuable customers
27. 27. CHAPTER 2 CUSTOMER RELATIONSHIP: CUSTOMER SERVICE Lesson 3: Customer Relationship
Development Strategies
28. 28. Benefits of Developing Customer Relationship Customer Relationship is a marketing approach that focuses
on creating an ongoing and long-term relationship with customers.
29. 29. Benefits in developing and implementing customer relationship 1. Consistent customer experience
Customer Lifecycle Journey
30. 30. Benefits in developing and implementing customer relationship 2.Customer feedback
31. 31. Benefits in developing and implementing customer relationship 3.Customer Profitability
32. 32. Benefits in developing and implementing customer relationship 4.Customer advocate
33. 33. Benefits in developing and implementing customer relationship 5. Innovation
34. 34. Benefits in developing and implementing customer relationship 5. Innovation 4. Customer advocate 3.
Customer Profitability 2. Customer Feedback 1. Consistent customer experience
35. 35. 1. Make every customer interaction count Strategies in Developing Customer Relationship
36. 36. Strategies in Developing Customer Relationship 2. Follow-through on commitments and claims about
products or services.
37. Strategies in Developing Customer Relationship 3. Develop Employees.
38. 38. 4. Offer benefits and product value that responds to the customer’s desires. Strategies in Developing
Customer Relationship
39. 39. 5. Treat customers as individual who are respected and valued. Strategies in Developing Customer
Relationship
40. 40. 6. Listen to customer. Strategies in Developing Customer Relationship
41. 41. 7. Build a strong brand identity. Strategies in Developing Customer Relationship
42. 42. 8. Surround customers with valuable information by using emails, websites, content, social media, and
other methods of outreach but do not be invasive. Strategies in Developing Customer Relationship
43. 43. 9. The business must have a website. Strategies in Developing Customer Relationship
44. 44. 10. Reward loyal customers. Strategies in Developing Customer Relationship
45. 45. 11. Nothing strengthens a bond more that appreciation. Strategies in Developing Customer Relationship
46. 46. 12. Create a blog about the business where discuss is more casual and inviting. Strategies in Developing
Customer Relationship
47. 47. Benefits in developing and implementing customer relationship 5. Treat customers as individual who are
respected and valued. 4. Offer benefits and product value that responds to the customer’s desires. 3. Develop
Employees. 2. Follow-through on commitments and claims about products or services. 1. Make every customer
interaction count 6. Listen to customer.
48. 48. Benefits in developing and implementing customer relationship 9. The business must have a website. 10.
Reward loyal customers. 11. Nothing strengthens a bond more that appreciation. 12. Create a blog about the
business where discuss is more casual and inviting. 8. Surround customers with valuable information by using
emails, websites, content, social media, and other methods of outreach but do not be invasive. 7. Build a strong
brand identity.
49. CHAPTER 2 CUSTOMER RELATIONSHIP: CUSTOMER SERVICE Lesson 4: Customer Service Strategy in
the Philippine Business Enterprise
50. 50. Customer Service Strategy
51. 51. Customer Service Strategy CUSTOMER SERVICE is the act of taking care of the customer’s needs by
providing and delivering professional, helpful, high quality service and assistance before, during, and after the
customer’s requirements are met.
52. 52. Elements of the Customer Service strategy: 1. A vision for customer service
53. 53. Elements of the Customer Service strategy: 2. Assessing customer needs
54. 54. Elements of the Customer Service strategy: 3. Hiring for Service
55. 55. Elements of the Customer Service strategy: 4. Organizational goals for customer service
56. 56. Elements of the Customer Service strategy: 5. Customer Service Training
57. 57. Elements of the Customer Service strategy: 6. Employee Accountability
58. 58. Elements of the Customer Service strategy: 7. Rewarding Good Service
59. 59. THE SUKI SYSTEM IN THE PHILIPPINES
60. 60. Benefits in developing and implementing customer relationship SUKI SYSTEM system of patronage in
which a customer regularly buys their merchandise from a certain client.
61. 61. THE SUKI SYSTEM IN THE PHILIPPINES
62. 62. Benefits in developing and implementing customer relationship SUKI – a partner system of doing business
in the Philippines, wherein a customer buys certain products from a particular vendor, who in turn offers
discounts and other perks for such exclusivity. Filipinos use the word suki to refer to both buyers and sellers,
indicating their equal roles and obligations in an eponymous relationship.