PRINCIPLES OF

MARKETING
WHY STUDY MARKETING?
How many of you bought something
today?
How many have seen or heard an ad
today?
How many of you consumed something
today?
How many of you engaged in word of
mouth about a product/service today?
WHAT IS MARKETING?
A social and managerial process by
which individuals and groups obtain
what they need and want through
creating and exchanging products
and value with other. (Philip Kotler ,
1996)
WHAT IS MARKETING?
Marketing applies to all activities that
are necessary to affect transfer of
ownership of goods and to provide for
their physical distribution (Miranda,
2003)
Is a human activity responsible for
managing the demand structure of
needs satisfying goods and services in
order to facilitate satisfactorily the
exchange process at a reasonable
profit, for present and potential
customers (Llanes, 2003)
WHAT IS MARKETING?
The process by which
companies create value for
customers and build strong
customer relationships in
order to capture value from
customers in return (Philip
Kotler, 2006)
WHAT IS MARKETING?

is the CREATION
of VALUE
FROM MARKETING PROFESSIONALS

Marketing is defined by the American Marketing

Association (AMA) as "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”.
The term developed from the original meaning which
referred literally to going to a market to buy or sell
goods or services. Seen from a systems point of view,
sales process engineering views marketing as "a set
of processes that are interconnected and
interdependent with other functions, whose
methods can be improved using a variety of
relatively new approaches”.
THE SIMPLE MODEL OF MARKETING
PROCESS

Understand the Design a Customer- Construct marketing

Marketplace and Driven Marketing program that delivers
customer needs and Strategy
wants
superior value.

Capture value from

Build profitable
customers to create
relationships and create
profits and customer
customer delight.
quality