Traditional marketing approaches

- Marketing philosophies 1950

Product Orientation

- Focuses on innovation / differentiation

- Focuses on production of quality products
- It became a solution to the limitation of the production orientation
- Ano yung pinagkaiba ng computers ngayon sa ngayon

Selling Orientation

- Focuses on sales
- Through hard selling / aggressive selling
- Little to no attention to customers’ need for the product

Societal Marketing Orientation

- Focuses on society’s well-being are environment sustainability

- Equates the importance given to customers’ preferences
- Products are called green product or green marketing

Production Orientation

- Mass production & distribution

- Produce large quantity available to all potential customers
- Focuses on firm’s internal capabilities than market needs / desires ( marketing myopia- short
sighted = surplus )

Marketing Orientation

- Customers-centric Approach
- Focuses on identifying and meeting the stated or hidden or wants of customers
- Research were done to uncover needs
- Makes customers the priority
- Responds to changes in market

Basic components

Needs

- Part of basic human nature, a state of felt deprivation

- Like shelter, clothe, foods, water, etc.
- Essential for human beings to survive

Wants

- Aren’t essential for humans survival

- Wants aren’t permanent and it regularly changes
- As time passes, people and location change, wants change accordingly
Demands

- A want that is premium and customer has the ability to but it (BMW)
- The basic difference between wants and demands is DESIRE
- A customer may desire something but he may not be able to fulfil his desire

Exchange

- Happens when a buyer and a seller trade something of value

- When people

Place

- Trade channels
- Coverage
- Locations
- Inventory
- Transportation
- Logistics
- E- commerce

Product

- Design
- Quality
- Functionality
- Technology
- Branding
- Packaging
- Services
- Availability
- Warranty

Price

- Strategy
- List price
- Discounts
- Allowances
- Payment period
- Credit terms

Promotion

- Advertising
- Personal selling
- Sales promotion
- Public relations
- Direct marketing
 - Corporate identity

1. a. innovation, product orientation

2. e. persuasive, selling orientation

3. c. surplus, production orientation

4. d. uncover, needs Marketing Orientation

5. b. causal, Societal Marketing Orientation

Characteristic of goals and objectives

Goal

- An observable and measurable end result having one or more objectives to be achieved within a
more or less fixed timeframe
- Final outcome or result
- What you want to achieve
- Broader
- Not measurable
- Loner time frame
- SMART - Specific, Measurable, Achievable, Relevant and Time-bound.

Objectives

- Marketing strategies set in order to achieve the organizational goal

- A specific result that a person or system aims to achieve within a time frame and with available
resources
- Specific results
- How to achieve
- More specific
- Measurable
- Short time frame

Roles of the marketer

Contemporary marketing approaches

Digital marketing

- Branding, internet, social media, content, product, market analysis, target, advertising, large
screen monitors,
- Use of digital technologies
- Communicating the product or service offerings to more people simultaneously
- Exposed to duplication and low quality

Online marketing

- E-mail marketing, social media website, content strategy, display advertising, seo sem, shopee,
alibaba, lazada
“E-commerce” – uses internet to boost marketing
- From physical stores to online stores to apps
- Providing the customers access products or services online, the convenience of shopping
anytime, payment and delivery

Social media marketing

- Adds

Outdoor promotion

- Promoting products or services outdoors

- From traditional billboards to 3d to digital billboards or video screens
- Placed where a lot of people can easily see it

Mobile promotion

- Ads and signs in public transports or mobiles such as;

- Taxicabs, buses, trucks, LRT stations etc.

Telemarketing

- Promotion of products through unasked phone calls

- Use of contact centers to source customers who might want to avail the products
- To increase product awareness

Event marketing

- Marketing of sport, culture and charity activities to selected target markets

- Event sponsorship, is participation by an marketer in events- e.g sports, concerts
- And cultural activities to promote its band or company name to interested customers or parties

Sachet marketing

- to appeal customers who are “cost-conscious”

- products are packed in smaller size and priced in lower amount