PRINCIPLES OF

MARKETING
MISSION AND VISION
COMPANY’S MISSION
• Companies exist for a reason
• What they stand for, or their reason for being, is defined in a
mission statement.
• A few questions need to be answered to come up with the
company’s mission:
 What is our business?
 What should our business offer?
 What do consumers enjoy from our company?
COMPANY’S MISSION
• A mission statement is a statement of the organization’s purpose and
what it wants to accomplish in the bigger environment.

• It serves as a guiding hand for the employees of the company.

• A mission statement must be market oriented, that is, it must define a

company’s purpose for satisfying basic customer needs.
PRODUCT-ORIENTED VS MARKET-
ORIENTED MISSION STATEMENTS
Product Product- Market-oriented Mission
oriented Mission
Hotel We rent rooms. We are exceptional operators of
contemporary four- and five-star
hotels, and we create value in every
encounter with our owners, guests,
and associates.
We delight our guests every time by
creating engaging experiences straight
from our heart.
Food Manufacturer We sell food. We produce and market better value
branded food and beverage products
for greater mass of Filipino
consumers everywhere in the
country.
PRODUCT-ORIENTED VS MARKET-
ORIENTED MISSION STATEMENTS
Product Product- Market-oriented Mission
oriented Mission
Personal Care We make lotion, We ensure exceptional consumer
face powder, care experiences that strengthen
shampoo, and trust and loyalty, and contribute
other personal care insights that drive growth.
products.
COMPANY’S VISION
• A company’s vision is a long-term goal of the company.
• It defines where the company wants to be in the future.
• It states how the future will look if the organization fulfils its
mission.
• It gives the company and its employees a common goal that must
be achieve through collective efforts of everyone in the
organization.
“It’s not enough that we do our best; sometimes we have to
do what’s required.”
Sir Winston Churchill