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Topic 5. Contemporary Approaches To Marketing

This document discusses 6 contemporary marketing approaches: 1) Not-for-profit organization marketing which involves generating revenue to support causes and marketing to multiple publics. 2) Person marketing which cultivates attention toward celebrity figures. 3) Place marketing which attempts to pull customers to particular areas. 4) Cause marketing which identifies social issues to promote to targets. 5) Event marketing which markets sport, culture, and charity events. 6) Green marketing which sells products/services based on environmental benefits.

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Francez Anne Guanzon
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441 views39 pages

Topic 5. Contemporary Approaches To Marketing

This document discusses 6 contemporary marketing approaches: 1) Not-for-profit organization marketing which involves generating revenue to support causes and marketing to multiple publics. 2) Person marketing which cultivates attention toward celebrity figures. 3) Place marketing which attempts to pull customers to particular areas. 4) Cause marketing which identifies social issues to promote to targets. 5) Event marketing which markets sport, culture, and charity events. 6) Green marketing which sells products/services based on environmental benefits.

Uploaded by

Francez Anne Guanzon
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd

CONTEMPORARY

APPROACHES TO
MARKETING
CONTEMPORARY
APPROACHES
APPROACHES
1. NOT FOR PROFIT ORG
MKTG
[Link] MARKETING
3. PLACE MARKETING
4. CAUSE MARKETING
5. EVENT MARKETING
6. GREEN MARKETING
1. NOT FOR
PROFIT
ORGANIZATION
MARKETING
A not-for-profit
organization is a
type of org that
does not earn
profits for its
owners
Some examples
are: churches,
public schools,
public charities,
public clinics and
hospitals, etc
CHARACTERISTI
CS OF NOT- FOR
PROFIT
ORGANIZATION
1. Generate as
much revenue
as possible to
support their
causes
other
organizations
for donors’
pesos
3. Market
to multiple
publics
4. Often possess
some degree of
monopoly power
in a given
geographic area
NOT- FOR
PROFIT
ORGANIZATIO
N
FOUNDATION-
outreach programs
for children, their
families , the
environment, and
community
BABA’S FOUNDATION,
INC.- provides
technical assistance,
education, and aid to
women, farmers and
children.
BAGONG
KULTURANG PINOY-
Develop reading
culture among
children in poverty-
stricken areas.
PHILIPPINE
AMERICAN
FOUNDATION-
supports grassroots
rural development
to alleviate poverty.
TULOY
FOUNDATION- helps
in the upliftment of
abandoned and
street children.
PERSON
MARKETIN
G
entails endeavors
aimed at cultivating the
attention, interest and
preferences of a target
market toward a
celebrity or authority
figure
entails endeavors
aimed at cultivating the
attention, interest and
preferences of a target
market toward a
celebrity or authority
figure
PLACE
MARKETIN
G
Place marketing or
place branding
attempts to exert a
pull on customers
to particular areas.
CAUSE
MARKETIN
G
Identification and
marketing of a
social issue, cause
or idea to selected
target markets
physical fitness,
child obesity,
environmental
protection, birth
defects, child
abuse…
EVENT
MARKETIN
G
Event Marketing is
the marketing of
sport, culture and
charity activities to
selected target
markets.
ESSENTIAL
FEATURES OF
EVENT
MARKETING
1. WIDE RANGE OF
EVENTS:
a. Mega events or local
events
b. exhibitions
c. trade shows
d. award ceremonies
2. GOAL
ORIENTED
PROMOTION
AND
COMMUNICATIO
N
4. PROPER
EVALUATIO
N
5. FEEDBACK
FROM
CLIENTS
6. LOCATION
GREEN
MARKETIN
G
Refers to the
process of selling
products and/or
services based on
their environmental
benefits
3 THINGS TO
BE DONE IN
GREEN
MARKETING
1. BE
GENUINE
2. EDUCATING
THE
CUSTOMERS
3. GIVING
CUSTOMERS
OPPORTUNITY TO
PARTICITPATE

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