PRINCIPLES OF MARKETING
The Common Goals of Marketing
“Setting goals is the firs step
in turning the invisible into
visible.”
-Tony Robbins
1. Building Brand Awareness
- it is the extent to which a certain brand
is recognized by its consumers.
- the importance of building brand
awareness is to promote your business,
by building reputation, differentiate
yourself from competitors, and develop
and maintain loyal customers.
Example of businesses that have high level brand of awareness
Example of businesses that have high level brand of awareness
[Link] Customer’s Behavior
Consumer Behavior is the
study of individuals and
organizations and how they
select and use products and
services.
Customer’s Behavior is influenced by 3 Factors
a. Personal Factors – a person’s
interests and opinions. Their age,
life cycle and occupation will
affect their taste preferences.
Customer’s Behavior is influenced by 3 Factors
b. Psychological Factors – a
person’s ability to comprehend
information, their perception of
their need and attitude, will all
play a part.
Customer’s Behavior is influenced by 3 Factors
c. Social Factors – peer groups,
from family and friends to social
media influence. This factor also
includes social class, income and
education level
Customer’s Behavior is influenced by 3 Factors
The following are the factors affecting consumer’s behavior
towards products and services:
PERSONAL FACTORS PSYCHOLOGICAL SOCIAL FACTORS
Men and women tend to FACTORS Jane and Nathalia were
avail different products After a long busy work Gina both mil tea and pizza
and services and Adelle decided to eat lovers. They both agree
The taste and dinner outside. They ordered and decided to franchise a
preferences of younger different meals even they business related their likes.
people are different were hungry. They have
from senior individuals. different perception with the
benefit of the food that they
can get from it.
3. Build and Manage Customer Relationships
Some Ways to Connect with the Customer
1. Communication – is an essential way to
build customer relationships. Promoting
your business and listening to your
customers are equally important.
2. Expectation – exceeding your customers
expectation means empowering them.
3. Build and Manage Customer Relationships
Some Ways to Connect with the Customer
3. Appreciation – showing appreciation can
help your business maintain and manage good
customer relationship.
4. Feedback – customer feedback is
necessary to show you are ready to listen.
S M A R T G O A L S
Specific Goals should be specific and answer “Who?”
“Why?” and “How?”. It should be defined and
clearly stated.
Measurabl Goals should establish ways to measure your
e progress toward accomplishment.
Attainable Goals should not be too far out of reach.
Realistic Goals should represent things to which you
are willing to commit.
Timely Goals should have time frame for
achievement.
Ordinary Goal vs SMART Goal
ORDINARY Goal SMART Goal
I will learn more about I will learn more about
starting my own business. starting my own catering
business by obtaining
information from the small
business administration and
talking with the owners of three
local catering business by the
end of the month
Two Types of Goals
[Link]-Term Goals – are things you want
to accomplish in a short period of time.
2. Long-Term Goals – are things you want
to accomplish in a long span of time. It
will tell where your business 5 to 10 years
from now.
TRADITIONAL MARKETING APPROACHES
- refers to old or well-established
techniques which business
organizations use to reach their
customers.
TRADITIONAL MARKETING
APPROACHES
Focuses on the production
and distribution efficiencies.
Production Customers are mostly
Orientation interested in products that
are affordable and easily
available.
Production Orientation
TRADITIONAL MARKETING
APPROACHES
Business is more concerned in
making and developing products
Product that suits customers needs. The
Orientation orientation assumes that
consumers will favor products
that offer the most quality,
performance and features.
Product Orientation
TRADITIONAL MARKETING
APPROACHES
Product undertakes
promotional effort to
Selling capture customers attention
Orientation and sells the products which
depends on sales strategy to
make profit.
Selling Orientation
TRADITIONAL MARKETING
APPROACHES
In marketing orientation,
products and services are
Marketing created first, then
Orientation marketers promote and sell
them.
Marketing Orientation
TRADITIONAL MARKETING
APPROACHES
Businesses give emphasizes
Societal on the benefits of
Marketing consumers and society
Orientation while attaining a profit.
Societal Marketing Orientation
CONTEMPORARY MARKETING APPROACHES
- includes strategies that focus on
the customer’s needs and wants
that will bring satisfaction as well
as build good business
relationship with the clients.
Digital Marketing
- promoting products and services
using variety of digital strategy tools
like online channels, electronic
devices and digital technologies to
engaged and connect with more
larger audience
Digital Marketing
Online Marketing
- it uses internet to deliver
promotional marketing messages to
customers. Businesses can post
information about product updates
and provide special offers through
social media.
Online Marketing
Outdoor Promotion
- advertising done outdoors that
displays your promotional
materials, types of outdoor
advertising include billboards and
signs.
Outdoor Promotion
Mobile Marketing
- it is placed on modes of public
transportation or in public
transportation areas. It includes ads
placed on the inside or outside of
buses, trains and taxis and other and
other mobile devices.
Mobile Marketing
Sachet Marketing
- This involves redesigning,
packaging, and selling product in
a small package. This made
available for those who cannot
afford to buy products in larger
quantity.
Sachet Marketing
Relationship Marketing Defined (RM)
1. Relationship Marketing (RM)
includes activities aimed at
developing and managing
trusting and long-term
relationships with larger
customers.
Relationship Marketing Defined (RM)
2. Relationship Marketing is
a strategy designed to foster
customer loyalty, interaction
and long-term engagement.
Relationship Marketing Defined (RM)
3. Relationship Marketing is designed
to develop strong connections with
customers by providing them with
information directly suited to the
their needs and interests and by
promoting open communication.
Relationship Marketing Defined (RM)
4. Relationship Marketing in
contrast with transactional
marketing is an approach that
focuses on increasing the number of
individual sales.
Relationship Marketing Defined (RM)
5. Relationship Marketing marks a
significant paradigm shift in
marketing, a movement from thinking
solely in terms of competition and
conflict toward thinking in terms of
mutual interdependence and
Relationship
Marketing Strategies
Relationship Marketing Strategies
[Link]
- The brand and the
consumer lock eyes.
Relationship Marketing Strategies
2. Connection
- The brand pulls it together, plays it
that cool and speaks to the consumer
in a way that pique’s the consumer’s
interest. The consumer’s heart skips a
beat and they want to learn more.
Relationship Marketing Strategies
Relationship Marketing Strategies
3. Dating
- The brand wants to get to know the consumer a
little better, so it asks for information. It asks if it
can reach out. If the consumer says no, the brand
has to go back to step 2 and re-establish a
stronger connection first. The consumer takes the
brand seriously as a potential partner, but still
weighing out its options.
Relationship Marketing Strategies
Relationship Marketing Strategies
4. Relationship
- The consumer and the
brand make it official!
Relationship Marketing Strategies
Relationship Marketing Strategies
5. Marriage
- The consumer and the brand are
in a life-long, committed
relationship and they live happily
ever after… almost
Relationship Marketing Strategies
TOP 4 BEST
RELATIONSHIP
MARKETING
EXAMPLES
1. ATTRACTING CUSTOMERS
Relationship Marketing begins
with the first impression of your
brand that customers see.
Whether that is blog post you
rank for organically, every
impression counts.
1. ATTRACTING CUSTOMERS
2. CONVERTING CUSTOMERS
For e-commerce brands, it’s
critical to have a user-experience
that vibes with your customers.
3. RETAINING CUSTOMERS
If you’re an online retailer, the
relationship begins once the purchase is
made. Customers today expect a
magical unboxing experience, lightning-
speed order fulfillment and bend-over-
backwards customer service.
4. DELIGHTING CUSTOMERS
It’s not enough to stop at
customer retention. You should have
post-purchase email automation and
a loyalty program in place to your
repeat customers intro brand
advocates.
Main Characteristics
of Relationship
Marketing
1. It focuses on the long-
term relationship rather
than the short-term
relationship.
2. It focuses on partners
and customers rather
than on the company’s
products.
3. It puts more emphasis on
customer retention and growth
rather on customer acquisition. It
relies on cross-functional teams
rather than on departmental-level
work.
4. The company focuses
on the long term
relationship. It offers
loyalty reward.
5. It relies more on
listening and learning
rather than on talking.
6. Relationship
marketing calls for
new practices within
the 4Ps.
a. PRODUCT
More products are
customized to the
customer’s preferences.
a. PRODUCT
New products are
developed and designed
cooperatively with suppliers
and distributors
b. PRICE
The company will set a price
based on the relationship with
the customer nd the bundle of
features and services ordered by
the customer.
b. PRICE
In business-to-business
marketing, there is more
negotiation because products are
often designed for each
customer.
c. PLACE
RM favors more direct
marketing to the
customers, thus reducing
the role of middlemen.
c. PLACE
RM favors more offering
alternatives to customers to
choose the they want to
order, pay for, receive, install
and even repair the product.
d. PROMOTION
RM favors more individual
communication and
dialogue with customers.
d. PROMOTION
RM favors more integrated
marketing communications
to deliver the same promise
and image to the customers.
d. PROMOTION
RM sets up extranets with
large customers to facilitate
information exchange. Joint
planning, ordering and
payments.
Nine Relationship
Marketing Strategies
and Tools
1. Networking
2. Cherish Each Other
3. Listen to your
Customers
4. Build a Brand
Identity
5. Give your Customers
Free Information
6. Loyalty Rewards
7. Communication
Often
8. Special Events
9. Face-To-Face time
