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    Chapter 1 Marketing

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    Layza Mea Ardiente
    The document discusses marketing principles including definitions of marketing, the importance and goals of marketing, and different approaches to marketing. It defines marketing as identifying and satisfying customer needs through products and services. The goals of marketing are outlined as creating awareness, building brand image, and driving sales. Traditional marketing approaches discussed include print, broadcast, and direct mail advertising, while contemporary approaches focus on digital marketing, content marketing, influencer marketing, and data-driven marketing.

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    Chapter 1 Marketing

    Uploaded by

    Layza Mea Ardiente
    31 views18 pages
    The document discusses marketing principles including definitions of marketing, the importance and goals of marketing, and different approaches to marketing. It defines marketing as identifying and satisfying customer needs through products and services. The goals of marketing are outlined as creating awareness, building brand image, and driving sales. Traditional marketing approaches discussed include print, broadcast, and direct mail advertising, while contemporary approaches focus on digital marketing, content marketing, influencer marketing, and data-driven marketing.

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    The document discusses marketing principles including definitions of marketing, the importance and goals of marketing, and different approaches to marketing. It defines marketing as identifying and satisfying customer needs through products and services. The goals of marketing are outlined as creating awareness, building brand image, and driving sales. Traditional marketing approaches discussed include print, broadcast, and direct mail advertising, while contemporary approaches focus on digital marketing, content marketing, influencer marketing, and data-driven marketing.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    31 views18 pages

    Chapter 1 Marketing

    Uploaded by

    Layza Mea Ardiente
    The document discusses marketing principles including definitions of marketing, the importance and goals of marketing, and different approaches to marketing. It defines marketing as identifying and satisfying customer needs through products and services. The goals of marketing are outlined as creating awareness, building brand image, and driving sales. Traditional marketing approaches discussed include print, broadcast, and direct mail advertising, while contemporary approaches focus on digital marketing, content marketing, influencer marketing, and data-driven marketing.

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    PRINCIPLES OF JANE MARIE L.

    ABUCAYAN
    MARKETING
    CHAPTER 1
    Definition of marketing
    Importance and goals of marketing
    Needs, wants and demands
    Different approaches of marketing
    MARKETING DEFINITION
    Marketing is a fundamental aspect of any business that involves creating and
    delivering value to customers in order to achieve business goals. It is the process of
    identifying and satisfying customer needs and wants through the creation,
    promotion, and distribution of products or services.
    Marketing involves several activities, including market research, product development,
    pricing, promotion, and distribution.
    The aim of marketing is to develop a strong brand identity, establish customer loyalty, and
    generate revenue for the business.
    Market research involves gathering information about potential customers, their needs, and
    their buying habits.
    This information is used to develop products that meet customer needs, set pricing that is
    competitive, and create marketing campaigns that effectively communicate the value of the
    product or service
    Overall, marketing is a critical function for any business looking to be successful. It helps
    businesses understand their customers, develop products that meet their needs, and effectively
    communicate the value of those products to the market.
    GOALS AND IMPORTANCE OF MARKETING

    Marketing is important for any business or organization because it helps to create awareness, build brand image, and
    drive sales.
    Here are some specific reasons why marketing is important:
    Creates brand awareness: Marketing is essential for creating brand recognition and generating awareness of your
    products or services. This helps potential customers to become familiar with your brand, which can lead to increased
    sales and revenue.
    Builds brand image: Marketing also plays a key role in shaping a brand's image and reputation. By creating compelling
    messages and branding elements, you can establish a positive perception of your brand in the minds of consumers.
    Drives sales: Marketing is ultimately aimed at increasing sales and revenue. By promoting your products or services to
    the right target audience, you can generate interest and ultimately drive sales.
    Builds customer relationships: Marketing efforts can also help to build strong relationships with your customers. By
    creating engaging content and communicating with customers through various channels, you can establish trust and
    loyalty with your audience.
     Helps to stay ahead of the competition: In a competitive marketplace, marketing can help to differentiate your brand
    from the competition. By highlighting your unique selling points and advantages, you can attract and retain customers.
    GOALS AND IMPORTANCE
    OF MARKETING
     Generating leads and sales: Marketing aims to attract potential customers and convert them
    into paying customers. Lead generation and sales are often the ultimate goal of marketing
    efforts, and this can be achieved through targeted advertising, effective sales messaging, and
    persuasive marketing materials.
     Building customer loyalty: Marketing can also help to build long-term relationships with
    customers by creating a positive brand image, providing excellent customer service, and
    delivering quality products and services.
    Increasing market share: A key goal of marketing is to capture a larger share of the market
    compared to competitors. This can be achieved through effective product differentiation, pricing
    strategies, and targeted marketing campaigns.
    Improving customer engagement: Marketing can help to engage customers and build brand
    loyalty by creating valuable content, developing interactive marketing campaigns, and
    encouraging customer feedback and participation.
    NEEDS, WANTS AND DEMANDS

    Needs, wants, and demands are three key concepts in marketing that refer to
    different levels of consumer desire for a product or service. Needs are basic
    requirements for human survival and well-being. They are the things that people
    must have to survive, such as food, water, shelter, and clothing. Needs are
    considered to be universal and non-negotiable, and they drive people to take action
    to satisfy them.
    NEEDS, WANTS AND
    DEMANDS
    Wants: Wants are desires or preferences that go beyond basic needs. Wants are
    shaped by a person's culture, social status, and individual tastes. For example,
    someone may need a car to get to work, but they may want a particular brand or
    model of car because they perceive it as more prestigious or desirable.
    NEEDS, WANTS AND
    DEMANDS
    Demands are wants that are backed by purchasing power. In other words, they are
    the desires that people are willing and able to pay for. For example, a person may
    want a luxury car, but they will only demand it if they have the financial resources to
    purchase it.
    DIFFERENT APPROACHES IN MARKETING

    Traditional approaches of marketing refer to the methods that have been used by businesses for decades to promote their
    products or services.
    Some of the most common traditional marketing approaches include:
     Print advertising: This includes advertising in newspapers, magazines, billboards, and other printed media.
    Broadcast advertising: This includes advertising on television and radio. Direct mail: This includes sending promotional
    materials such as brochures, flyers, and coupons through the mail.
    Telemarketing: This involves making cold calls to potential customers to promote products or services.
    Trade shows and events: These are events where businesses showcase their products or services to potential customers.
     Public relations: This involves building relationships with the media and other stakeholders to create positive coverage
    and increase brand awareness.
     Sponsorships: This involves sponsoring events or activities that are relevant to the business's target audience.
    While these traditional marketing approaches are still effective in some cases, they are increasingly being supplemented
    by digital marketing methods such as social media marketing, search engine marketing, and content marketing.
    DIFFERENT APPROACHES IN MARKETING

    Contemporary approaches to marketing refer to the modern ways in which businesses


    and marketers engage with consumers in order to promote their products or services.
    Here are some of the most common contemporary approaches to marketing:
     Digital Marketing: Digital marketing is the use of digital channels such as social
    media, search engines, email, and mobile apps to reach and engage with customers.
    It's one of the most popular contemporary approaches to marketing because of the
    widespread use of digital technology.
    Content Marketing: Content marketing involves the creation and sharing of valuable
    content (e.g., blog posts, videos, infographics) that is designed to attract and engage a
    target audience. The goal is to build brand awareness and establish trust with potential
    customers.
    Influencer Marketing: Influencer marketing involves partnering with social media influencers
    (people with large followings on platforms like Instagram, YouTube, or TikTok) to promote
    products or services. It can be an effective way to reach a highly engaged audience.
     Customer Relationship Management (CRM): CRM refers to the strategies and tools businesses
    use to manage interactions with customers. It involves collecting and analyzing customer data to
    better understand their needs and preferences and to personalize marketing efforts.
     Data-Driven Marketing: Data-driven marketing involves using data and analytics to inform
    marketing decisions. It includes collecting and analyzing data on customer behavior and
    preferences, as well as monitoring marketing campaigns to measure their effectiveness.
    Experiential Marketing: Experiential marketing involves creating memorable and engaging
    experiences for customers that allow them to interact with a brand in a unique way. It can
    include events, pop-up shops, or other immersive experiences.

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