PHILIPPINE CHRISTIAN UNIVERSITY

DASMARINAS CAVITE
SUBJECT: Social Marketing For Sevice Organization
PROFESSOR: Dr.Ricardo Rodrigo

II. Rewrite the following terms and provide reaction

1. According to the American Marketing Association (AMA), marketing may be defined

as planning and executing the conception, pricing, promotion, and distribution of ideas,
goods, and services to create changes that satisfy individual and organizational objectives.
Note that while we most often think of marketing in connection with the sale of products for
a profit, the definition covers services and ideas as well(e.g., a candidate for political office
has to be marketed to the voting public).

2. Marketing helps people satisfy their needs and wants. Needs are basic to your
physical, psychological, and social well-being. When your needs are not being met, you feel
deprived and are motivated to change the situation.

ANSWER FOR TEST II

1. Marketing is the activity,set of institutions, and processes for

creating,communicating,delivering, and exchanging offerings that have the value for
customers,clients,partners,and society at large and it is based on thinking about the
business in terms of customer needs and their satisfaction. Marketing differs from
selling because Selling concerns itself with the tricks and techniques of getting people
to exchange their cash for your product. It is not concerned with the values that the
exchange is all about. And it does not, as marketing invariable does, view the entire
business process as consisting of a tightly integrated effort to discover, create, arouse
and satisfy customer needs." In other words, marketing has less to do with getting
customers to pay for your product as it does developing a demand for that product
and fulfilling the customer's need.

2. identifying customer needs is mission-critical for businesses looking to create a

product that truly speaksto their customer’s problems.Not to mention the easiest
way to position your brand smartly in the market is to unite your internal teams
behind the specific needs of your cutomers.

3. Wants are more specific than needs. While you may need food, what you “want” may
be hamburger or pasta, depending on your experience, your culture, and your personality.
Answer:

Wants is something which is good to have , but not essential for survival while Needs something
you must have for survival like foods, clothes or shelter. There is a serious problem in today’s
society of instant gratification. People often tend to get their wants more than their needs
based on their experience, culture and personality . You don’t need a hamburger or pasta but
you will definitely buy it because it is your want. Some people would rather get the fancy
cellphone or fancy car and not enough money for food. In today’s tough and competitive world
so many brands have come up with the same offering satisfying needs of the customer that
even needs category product has to pushed in the customers mind .

4. In a free-marketing economy like ours, the mechanism that allows marketers to know
what to produce is known as the exchange process. It permits consumer preferences to be
identified. For example, when you purchase an item (i.e., pay money for a product or service),
you are casting a vote for that item and encouraging producers to supply more of them. A
transaction is when an exchange actually occurs, usually involving money exchanged for an
item.

Answer:

The concept of exchange value in marketing is a useful tool to position product and service
offerings. Consumers use value to evaluate the worth of the offerings as compared to
competitive offerings. From the seller’s perspective, buyer oriented pricing involves
understanding consumers’ benefit needs and setting a price consistent with its value..

5. Of the four types of utility, one is created by production (form utility) and three are
created by marketing activities. Having a product available to consumers at a
convenient place is place utility; having it available when a customer wants it is time
utility; when the purchaser takes possession of the item by paying for it, the product
has possession utility.

ANSWER
The four types of economic utility are form, time, place, and possession, whereby utility
refers to the usefulness or value that consumers experience from a product. The
economic utilities help assess consumer purchase decisions and pinpoint the drivers
behind those decisions. Companies strive to increase the utility or perceived value of
their products and services to enhance customer satisfaction, increase sales, and drive
earnings. It is designed to assist companies in operating a business and marketing the
company in a way that is likely to attract the maximum amount of customers and sales
revenues.
 6. Marketing has changed greatly during the twentieth century. Until the 1930’s many
businessmen viewed marketing as an offshoot of production. Then the production
era evolved into the sales era as production capacity increased and it became
necessary to work harder to sell all the goods a business could manufacture. To
stimulate demand, manufacturers spent more on advertising. The marketing era
developed after World War II and takes the view that the buyer should have a say in
what goods or services the firm sells. In other words, a firm should identify
consumers’ needs and then create goods and services to satisfy them. Today’s
marketing concept stresses not only customer needs, but also long–term
profitability to the firm and the integration of marketing with other parts of the
company.

ANSWER

The marketing concept is the philosophy that firms should analyze the needs of their
customers and then make decisions to satisfy those needs, better than the competition.
The marketing concept relies upon marketing research to define market segments, their
size, and their needs. To satisfy those needs, the marketing team makes decisions about
the controllable parameters of the marketing mix..After World War II, the variety of
products increased and hard selling no longer could be relied upon to generate sales.
When firms first began to adopt the marketing concept, they typically set up separate
marketing departments whose objective it was to satisfy customer needs

7. Firms must also pay more attention to their competition and therefore attempt to gain a
competitive advantage (something that will make their products more appealing to customers
than their competitors’ products). This may be accomplished by lower prices or by doing a
better job of meeting customer needs (to offset an equal or higher price). If quality or features
are to be stressed (rather than a lower price), a firm must communicate to the buying public
exactly what is competitive advantage is . This approach is known as product differentiation.

Answer

In approach known as Product Differentiation, Every business must pay attention to others
business for their competition, business must plan well for best strategy in making a product, by
planning unique products that have good quality. The price may also consider in planning . This
may be accomplished by lower prices or by doing a better job of meeting customer needs (to
offset an equal or higher price). If quality or features are to be stressed (rather than a lower
price), through advertisement and other promotional ideas of business they must showcase the
product and its advantage to other product, they also make an assurance that may satisfy the
needs and wants of the costumers.

8. Because marketing is so important to an organization, the firm should develop a

marketing strategy (i.e., an overall plan) for its products and services. The first step would be to
identify the particular group of customers the firm will try to satisfy. Then the firm must decide
on the combination of ingredients that will be employed in the marketing program.

Answer:
Marketing Strategy should develop by every business owners because it was important part on
marketing process in product/services of the business. Business owners should make an overall
plan to promote the products/services by identify the needs and wants of the customers. First
thing to do is to determine the target customers for particular product and conduct an interview
or study if the product was acceptable to customers. After the interview, business owners must
have product/services orientation so that all customers are aware to the product. After the process
on study made by the business owners. They can decide and develop a product/service based on
the customer’s satisfaction and recommendation on product. Conclusion and Summary can help
the owners to apply in making another plan which can be big help in next marketing strategy for
the products/services.

9. Consumer and Organizational Market

A group of people who might want or need a firm’s products and have the
money to buy them is known as a market. Generally, the two broad categories
of markets are the consumer market and the organizational market. The
organizational market has three main subgroups: the industrial/commercial
market (firms buying goods and services to produce their own goods and
services), the reseller market (wholesalers and retailers), and the government
market (federal, state, and local).

Both individual consumers and organizations need to purchase products and

services items to accomplish their daily tasks. There is a large difference,
however, in how and why an organization purchases goods and services versus
how an individual shop. It is vital for a business owner or as an expectant
business owner to understand the similarities and differences of organizational
markets and consumer markets

Consumer markets include individuals and households who buy consumer

goods and services for their own personal use and often immediate,
consumption. In other words, it is the day-to-day purchases that individuals
make to satisfy their needs. They are not interested in reselling the product or
setting themselves up as a manufacturer.

Organizational markets are markets in which organizations or companies

supply goods to consumer markets. The buying purpose of them is to earn
profit by using and reselling the goods and services. These markets are
characterized by having fewer buyers but purchase goods in larger volumes
than individuals, and are driven by customer demand and need for
manufacturing materials. Their marketing is focused on corporate goals, return
on investment and technical suitability, rather than the styles, fads and
perceived values found in consumer markets. The main organizational market
types are industrial, resellers, and government market.

o Industrial Markets

Industrial markets reprocess a product or service and then sell it. It

consists of organizations and the people who work for them, those who
buy products or services for use in their own businesses or to make
other products. For example, a steel mill might purchase computer
software, pencils, and flooring as part of the operation and maintenance
of their business.
o Reseller Markets

Resellers buy physical products and sell them without reprocessing

them. All intermediaries that buy finished or semi-finished products and
resell them for profit are part of the reseller market.

o Government Markets

Government Markets are made up of various types of profit and nonprofit

institutions, such as hospitals, schools, churches, and government
agencies. Government units at the federal, provincial, regional, and
municipal levels purchase goods and services to help serve their
constituents. These markets are different from typical businesses
because they are motivated by satisfying esoteric, often intangible, needs
rather than profits or market share. Because institutions operate under
different restrictions and employ different goals, marketers must use
different strategies to be successful.