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Interview

Class Notes in Marketing

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Interview study book Principles of Marketing of Gary Armstrong, Stewart Adam, Sara Denize, Philip Kotler (Chapter 1-6) - ISBN: 9781486002535 (Notes in Marketing)

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  • December 4, 2021
  • 11
  • 2021/2022
  • Interview
  • Unknown
  • Unknown
  • Secondary school
  • 1
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NOTES IN MARKETING
(Senior High School)

MARKETING
- process of buying and selling

BUYER (END USER)
- one who consumes the goods

SELLER
- retailer or wholesaler

RETAILER
- sells goods or items in small quantity

WHOLESALER
- the one who bought in large quantity from manufacturer

POINT OF ORIGIN
→ Where we extracted raw material from nature
→ Input
→ Output
→ Finished product
→ Buyer

MARKETING
- old civilization
- manufacturer, seller, buyers
- formally & normally happens from time to time
- point of production to point of consumption
- sari sari stores, online selling, business
- promoting, advertising, selling, dissemination of information

GENERIC EFFECT
- brand name to easily recognize the product
- generic core product
- photocopy not xerox

ECONOMIC Point Of View
- there are supply, there is demand

MARKETING Point Of View
- there are seller, there is buyer

MANAGEMENT Point Of View
- there is production, there is consumption

- creates value about customers

, CUSTOMER RELATIONSHIP
- Every time there is buying and selling
- between seller and buyer

COMPETITION
- opponent
- two brands, comparing, review first

DIRECT COMPETITOR
- same line, same product in market

INDIRECT COMPETITOR
- two business competing (food products)

TRADITIONAL MARKETING APPROACHES

1. PRODUCTION ORIENTATION
- the concentration of business is production who are their target market
- caters the consumer
- this approach requires a company to embark on mass production and its
distribution

Disadvantages:

MARKETING MYOPIA - change in demand, short sightedness, from one
brand to another (burger to pizza)

- never tell their customers

- we have a direct buyer

BUSINESS CLASS
A. Elite
B. Upper Class
C. Middle Class
D. Lower Class
E. Diwa - no means of livelihood

2. PRODUCT ORIENTATION
- product planning and development
- this approach focuses on the product and its innovation to attract customers
- innovation of the product (product innovation)
- development
- improve and enhance the quality



3. SELLING ORIENTATION

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