WHAT IS MARKETING?

- is the action or business of promoting and

selling products or services, including
market research and advertising

• Point of Production- point of usual sale by

the farmers, typically at the farm
• Point of Consumption- point where
marketing ends or it is the point of last
purchase or sale
4P’s of Marketing
PRODUCT

 is anything that can be offered to a

market for attention, acquisition,
use or consumption and that might
satisfy a want or need.
 TYPES OF PRODUCTS
INFORMATIONS/
IDEAS
GOODS

EVENTS

PRODUCT SERVICES

PROPERTIES

PLACES

PERSONS
 PRODUCT CLASSIFICATIONS

 Convenience Products
- products and services that the
customer usually buys frequently ,
immediately, and with a minimum of
comparison and buying effort.
Examples

Personal Care Products Foods

Cleaning Products
 Shopping Products
- products that consumers purchase
and consume on a less frequent
schedule compared to convenience
products
Examples

Clothing Gadgets
Unsought Products
- products whose purchase is
unplanned by the consumer but
occur as a result of marketer’s
actions.
Example
 Specialty Products
- products that tend to carry a high
price tag relative to convenience and
shopping products

Examples

High-end Luxury car Expensive Champagne

 PRICE
 the money charged for a product
or service
 everything that a customer has to
give up in order to acquire
product or service
 usually expressed in terms of
monetary unit
 PRICE VS. COST

 Price- is the amount customers pay

for a product (consumers side)

 Cost- is the amount spent by a

business making the product
(producers side)
Some Pricing Strategies
1. Premium Pricing- use high price
where there is uniqueness about the
product
2. Penetration Pricing- low price at first,
then raised after it gained market
share
3. Psychological Pricing- consumer
responds on emotional basis
4. Captive Product Pricing- use when
products have complements
5. Promotional Pricing- use to promote
a product
 PLACE
 also known as channel, distribution
or intermediary
 it consists of “all the organizations
through which a product must pass
between its point of production and
consumption”.
 Objective of Distribution

 to make products available in the right

place at the right time in the right
quantities
 TYPES OF DISTRIBUTION
CHANNEL
 is used by the companies who do
not sell their goods directly to
INDIRECT
consumers.
CHANNEL
 distributors, wholesalers, retailers

 is where a company sells its

DIRECT product direct to the consumers.
CHANNEL  Selling agents
PROMOTION
 how you tell about your offer
 Importance
-make buyers aware of your
product
-shorten the distance between
the market and the manufacturer
 Promotional Methods
• where an identified sponsors pays
media to transmit messages to
Advertising target consumers

• where sales representatives

employed by the firm engage in
interpersonal communications with
Personal individual consumers and
Selling prospective customers
 • where marketer utilizes
displays, demonstrations,
Sales
Promotion
contests to supplement
advertising and personal selling

• means building good relations

with the company’s various
Public publics by obtaining favorable
Relation publicity and building up a good
corporate image
Study in Advance

• Utilities of Marketing
• Problem Areas in Marketing
 THANK YOU FOR
LISTENING
HAVE A NICE DAY
“Marketing without design is lifeless, and
design without marketing is mute.”
`- Von R. Glitschka