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Marketing is basically an
exchange activity that takes
place between a business entity
and its customers.

I.

Define the marketing/product or

services concept
II. Identify the target market
III. Determine market size
IV. Identify competitors
V. Determine market share
VI. Develop sales forecast
VII. Develop marketing strategies
VIII.Prepare a marketing budget

All marketing activities must

satisfy customer needs and
wants, and at the same time
achieve the targeted profits.

Marketing is defined as the

activities that are carried out
systematically to encourage and
increase sales of products or
services as long as the activities
are in line with religious and
ethical practices.

Systematic Effort
Encourage and Increase sales
Religious and Ethical consideration.

As a physical place where buyers and

sellers exchange goods and services.
Any entity that has the purchasing
power to acquire goods and services
to fulfill needs and wants.

Market Categories
Category

Human

Government

Profiles

Geographic
Demographic
Psychographic
Local
State
Federal

NGOs

Environment
Social
Cultural

Business Entities

Manufacturer
Wholesaler
Agent/Dealer
Retailer

 Group

of customers with needs and wants

that can be satisfied by the business through
the supply of goods and/or services.

Impractical

and almost impossible for a

business to offer a product that can satisfy
the needs and wants of the entire population.

Businesses

have limited resources in terms of

time, money and manpower
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 Identify the product or service to be offered

Focus the marketing effort

Identify the market area and business location

Collect information and data of customers
Segmenting the market

Determine target market from the market

segments identified

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 Expected sales potential from the selected

target market.
Four main steps in preparing a sales
forecast
1.
2.
3.
4.

Determine market size

Identify the competitors
Estimate market share
Forecast sales

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PRODUCT
PRICE
PLACE (DISTRIBUTION)
PROMOTION

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 PRODUCT / SERVICE STRATEGY

Brand
Quality
Design
Packaging

Protection
Ease of use
Product differentiation
Attractive
Product safety

Labelling
After sales service

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 PRICING STRATEGY

Cost based
Value based
Competition based

DISTRIBUTION STRATEGY

Direct to customer
Selling through retailers
Selling through wholesalers
Selling through Wholesaler and Retailer or Agent

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 PROMOTION STRATEGY
Advertising

Printed media
Broadcast media
Internet
Outdoor advertisements

Sales promotion
Public Relations and Publicity

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 Marketing cost money

Allocation money for marketing activities
Useful for Financial Planning

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