INTRODUCTION TO MARKETING

The Relevance of Marketing

to Visual Communications
Session Objectives
To gain a practical and basic
understanding of:
1. Definition of
- marketing
- marketing concept
2. Processes to use the marketing
concept
3. Relevance of marketing to visual
communications
Definitions of marketing

‘The right product, in the right place,

at the right time, and at the right
price’

- (Dennis Adcock et al, Marketing Teacher Ltd 2000

- 2009 )
Definitions of marketing

‘Marketing is the human activity

directed at satisfying human needs
and wants through an exchange
process’

- (Philip Kotler 1980, Marketing Teacher Ltd 2000

- 2009 )
Definitions of marketing

‘Marketing is the management

process that identifies,
anticipates and satisfies
customer requirements
profitably’

- The Chartered Institute of Marketing

(CIM). - Marketing Teacher Ltd 2000 -
2009
Definitions of marketing

‘Marketing is a social and

managerial process by which
individuals and groups obtain what
they want and need through
creating, offering and
exchanging products of value
with others’

- Philip Kotler 1991

Definitions of marketing

"Marketing is 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."

- ( Marketing Teacher Ltd 2000 - 2009 )

Marketing Illustrated

Marketing

CONSUMER / PROVIDER/
BUYER SELLER
 Better than
Before

SALES

CUSTOMER

Better than 3 Cs of Better than

Expected Marketing
Others
PROFIT MARKET SHARE

COMPANY COMPETITORS

Josiah Go, Chapter 1, “Fundamentals of Marketing in the Philippine Setting”, May 2001 -
Implications of marketing
 Who are our existing / potential
customers?
 What are their current / future needs?
 How can we satisfy these needs?
 Can we offer a product/ service that the
customer would value?
 Can we communicate with our customers?
 Can we deliver a competitive product or
service?
 Why should customers buy from us?
 What do we get out of satisfying customer
needs?
 CONSUMERS CONSIDERATIONS

 Needs – basic reason or minimum

requirement consumer looks for in a
product/service – qualifying
/gatekeeping dimension
 Wants – determining dimension
 Expectations – values or
intangibles associated with a
product – tie-breaker dimension

Josiah Go, Chapter 1, “Fundamentals of Marketing in the Philippine Setting”, May 2001 -
Definition of Marketing based on 3Cs

Marketing is the process of

continuously and profitably
satisfying the target customer’s
needs, wants and expectations
superior to competition

– (Josiah Go, Fundamentals of Marketing in the

Philippine Setting, May 2001)
 MARKET RESPONSE T0 CONSUMER
CONSIDERATIONS

 Features - basic product attributes

– “reason why”
 Benefits – the advantages that
would address the wants and needs
– “what’s in it for me?”
 Advantages – the favorable result
after using the product

Josiah Go, Chapter 1, “Fundamentals of Marketing in the Philippine Setting”, May 2001 -
Definitions of marketing concept

The marketing concept is a

philosophy. It makes the customer,
and the satisfaction of his or her
needs, the focal point of all business
activities. It is driven by a passion
for delighting customers.
The marketing concept

 choosing and targeting

appropriate customers
 positioning your offering

 interacting with those

customers
 controlling the marketing effort

 continuity of performance
WHAT DO YOU THINK
ARE PROCESSES
INVOLVED IN
IMPLEMENTING THE
MARKETING CONCEPT?
THREE LEVELS OF MARKETING
ACTIVITES

3 Levels Focus

1. Strategic Vision & Mission/

Industry &
Marketing Competition Analysis/
Management Key Factors for
Success/ SWOT
analysis
2. Marketing Market Segmentation /
Strategy Target Market/
Positioning

3. Marketing Tactics Marketing Mix

Definitions of Focus Elements
1. Vision – explains the future and what it intends
to be – the goal/objective
2. Mission – answers “What is our business?”
based on the consumers needs and wants
3. Key Factors for Success – identifies a few critical
functions, activities, factors or bottlenecks to be
managed to beat competition.
4. SWOT –
a. Strengths & Weaknesses – internal positive and
negative factors to meet KFS
b. Opportunities & Threats – external positive and
negative factors to meet KFS
Marketing management process

 Analysis/Audit - where are we now?

 Objectives - where do we want to
be?
 Strategies - which way is best?
 Tactics - how do we get there?
 Implementation - Getting there
 Control - Ensuring arrival
Using the marketing concept
 Determine the needs of their customers
(Market Research);

 Analyze their competitive advantages

(Market Strategy);

 Select specific markets to serve (Target

Marketing), and;

 Determine how to satisfy those needs

(Market Mix).
Market Research
In order to manage the marketing function
successfully, good information about the market
is necessary.

The tools are varied:

 Observations
 Survey
 Small research
 Focus Group Discussion

The idea is to probe present customers and/or

prospective customers to surface needs, wants,
problems, areas of dissatisfaction that can be
remedied, or new products or services that could
be offered successfully.
Market Strategy
Marketing strategy encompasses identifying
customer groups (Target Markets), which a
business can serve better than its competitors,
and tailoring its product offerings, prices,
distribution, promotional efforts and services
towards that particular market segment
(Managing the Market Mix).

A good strategy implies that a business cannot be

all things to all people and must analyze its
markets and its own capabilities so as to focus on
a target market it can serve best.
Target Marketing
Given limited resources to spend on marketing
activities, sellers will concentrate their marketing
efforts on one or a few key market segments is the
basis of target marketing. The major ways to
segment a market are:

 Geographical segmentation - developing a loyal

group of consumers in the home geographical
territory before expanding into new territories.

 Product segmentation - extensively promoting

existing best-selling products and services before
introducing a lot of new products.

 Customer segmentation - identifying and promoting

to those groups of people most likely to buy the
product. In other words, selling to heavy users before
trying to develop new users
Marketing Mix
There are four basic key marketing decision areas in a
marketing program. They are:

1. Product

2. Price

3. Place

4. Promotion

The marketing mix is used to describe how owner-managers

combine these four areas into an overall marketing
program.
PRODUCT
A tangible object or an intangible service
that is produced or manufactured to
satisfy a customer’s needs or wants.

 Product Design / Development /

Packaging
 Product differentiation/ Variation
 Product Life Cycle
PRICING
The price is the amount a customer pays for the
product. It is determined by a number of factors
including market share, competition, material
costs, product identity and the customer's
perceived value of the product. The business may
increase or decrease the price of product if other
stores have the same product.

 Pricing Strategies – cost recovery,

economic pricing, penetration
pricing, etc.
PLACE
Place represents the location where a
product can be purchased. It is often
referred to as the distribution channel. It
can include any physical store as well as
virtual stores on the Internet.

 Distribution Strategy
 Distribution Channel - Convenience /
Accessibility
PROMOTION
Promotion represents all of the communications
that a marketer may use in the marketplace.
Promotion has four distinct elements -
advertising, public relations, word of mouth and
point of sale.

 Individual Communication
 Mass Communications
 Brand Image
4Ps of
Marketing
7Ps of
Marketing
Visual Communications &
Marketing
Part of creating visual communications is
identifying and understanding the
marketing message and image that needs
to be conveyed with our designs.

Basic knowledge of marketing, copyrighting,

and branding or positioning help the
designer to develop visual
communications that enhance rather
than confuse the client's image and
marketing plan.
Even if you do not deal with
marketing and you are only
designing visual communications,
you should know some basics of
marketing because your designs
are still influenced by the
message and the image your
company or client is trying to
communicate. Learn how
positioning affects graphic design.
SUMMARY FOR THIS SESSION
We discussed the following:

1. Definition of
- marketing – there are various but we summarized it
using the 3Cs model
- marketing concept – Marketing focuses on the satisfaction
of customer needs, wants and requirements.

2. Processes to use the marketing concept –

- three levels of marketing activities
- AOSTIC
- Market Research, Market Strategy, Target Market,
Marketing Mix

3. Relevance of marketing to visual communications

- Visual Communications should be based on the
message to the target market
- Visual Communications and Marketing go together in
being able to satisfy customer requirements and
needs.
GEMS OF WISDOM ABOUT
MARKETING

 Marketingtakes a day to learn.

Unfortunately it takes a lifetime
to master (Philip Kotler, 1961 -,
US marketing guru)

 You can have brilliant ideas, but

if you can not get them across,
your ideas will not get you
anywhere (Lee Iacocca)