7/30/2019 01 - 03 Principles of Marketing

1/13

Marketing: What is it?

Excerpts from Dr. Felix M. Lao Jr.

7/30/2019 01 - 03 Principles of Marketing

2/13

Marketing

Has become a basic commodity for all

the Customer is always right

the king in business

the Customer

Addresses the Needs and wants of

their customers with goods and

services

Provides a strategy framework and

perspective that certainly goes beyond

conventional emphasis

7/30/2019 01 - 03 Principles of Marketing

3/13

5ps of Marketing

Products

Price

PromotionPlace

People

7/30/2019 01 - 03 Principles of Marketing

4/13

9 core Marketing concepts

Human needs

Human wants

Products

Markets

RelationshipMarketing

Demands

Value and

Cost

Exchange

Transactions

7/30/2019 01 - 03 Principles of Marketing

5/13

Needs and Wants

Oftentimes are interchanged and interpreted insimilar ways

Need: to be in want of; ought to have; lack of

something that is useful or necessary

Wants: are expression of human needs, shaped by

the environment.

We have very limited needs but our wants are

endless

It is important to target customers when developing

a responsive marketing program

7/30/2019 01 - 03 Principles of Marketing

6/13

Maslows need hierarchy

Physiological or bodyneeds

Security and safety

needs

Social needs

Ego needs

7/30/2019 01 - 03 Principles of Marketing

7/13

Human wants

Intentions

Expectations

Desires

CultureBrought about by

Individual Development

7/30/2019 01 - 03 Principles of Marketing

8/13

Understanding Customer needs and

wants

Maslows

need

hierarchy

Human

wants

Target

Customer

Satisfactio

n

7/30/2019 01 - 03 Principles of Marketing

9/13

Typical Need & Wants of Women

Tall, Dark, Handsome

Macho Image

Romantic

Intellectual

Professionally Stable

Has a Car & House

Well-off Financially

Need

Boy friend

Husband

Lover

Wants

7/30/2019 01 - 03 Principles of Marketing

10/13

Typical Need & Wants of Women

Life-Partner

Companion

Friend

Sponsor

Text-mate

Bed-mate

Room-mate

Sex-mate

Need WantsDoctor

Cebuano

Basketball Player

Architect

OB-GYNE

High EQ

7/30/2019 01 - 03 Principles of Marketing

11/13

Explanation

Doctor

Cebuano

Basketball Player

Architect

OB-GYNE

High EQ

Inject ng Inject

Matigas ang dila

shoot ng shoot

Erect ng Erect

Insert ng Insert

Erotic Quotient

7/30/2019 01 - 03 Principles of Marketing

12/13

yp ca ee an s oMEN

Beauty & Brains

Rich and Famous

Career oriented

Homely & Conservative

Socialite & Carefree

Respectable family

Masterate/Doctorate

holder

Need

Girl friend

Wife

Mistress

Wants

7/30/2019 01 - 03 Principles of Marketing

13/13

Typical Need & Wants of Men

Kapatid, Kamaganak

Kapitbahay, Katulong,

Kasosyo, Kabarkada,

Kakosa, Kaibigan

Kasintahan, Kalaguyo

Kulasisis, Kasiping,

Katalik, Kalaro ng Apoy

K-delights

WantsAmiable, Bold, Caring,Daring, Erotic, Wild, Go-go

Hippie, Introvert, Jolly

Killer-instinct, MaL*b*g,

Masunurin, Neurotic,

Obedient, Pleasing,

Restless, Sexy, Tunay,

Understanding, Vibrant,

Wise, Palaban!