Marketing Principles

Marketing and Its Traditional Approaches

How do you market a product or service?

• Wireless Phone Charger, Bluetooth Headset, Wireless

Charger, Airpods, Smart Watches, Photography,
Blogging/Vlogging,, Delivery Service, Handicraft,
Eco Bags, Portable Wi-Fi, Fashion Accessory, and
Online Health Consultation.
Learning Objectives

• Define marketing;
• Describe the traditional approaches to marketing.
Marketing
Defined
The American Marketing Association
defines marketing as “the activity, set of
institutions, and processes for creating,
communicating, delivering, and exchanging The Philippine Marketing Association
offerings, that have value for customers, (PMA) defines marketing as a “science
clients, partners, and society at large. and profession guided principally by the
universal principles of ethics, corporate
citizenship, and corporate social
responsibility.
 1. Needs- psychological necessities required for
Basic human survival
a. Basic- food, clothing, warmth, and safety
Components b. Social needs- belonging and affection
c. Individual needs- knowledge and self-expression

2. Wants- psychological, indicating preferences that

can improve the consumer’s life condition.
3. Demands- human wants that are backed by
buying power.
4. Exchange- marketing happens when a buyer and
a seller exchange something of value.
5. Market- people with both desire and ability to
buy a specific product/service.
Table 1: Practical Examples of Needs and Wants

Particular Needs Wants

Hunger Food rice-intensive meals like
kare-kare, adobo, bicol
express, piazza, pasta,
noodles, fries, hamburgers
Fashion Wear Clothing UniQLo, Bench, Forever
21, Plain and Prints,
Zalora, Gap, Mango, H&M
Transportation Vehicle Cars, vans, bus, jeepney,
motorcycle, bicycle,
helicopter, planes, ships
•Goods- food, commodities, clothing, and housing.
•Services- it includes airlines, hotels, and maintenance and repair
people, in addition to professionals like accountants, lawyers,
engineers, and doctors.
•Experiences- through organizing a number of services and goods,
one can generate, stage, and market experience.
•Events- trade shows, sports events, and artistic performances.
•Persons- artists, musicians, CEO, physicians, high-profile lawyers,
politicians and other professionals.
•Places- cities, stages, regions, and nations battle to magnetize
The Scope of
tourists, factories, company headquarters, and new residents. Marketing
•Properties- properties are intangible rights of ownership of either
real property pr financial property.
•Organizations- organizations aggressively labor to create a strong,
positive image in the mind of their publics.
•Information- the production, packaging, and distribution of
information is one of society’s chief industries.
•Ideas- each market offering has a fundamental idea and its core.
Traditional
Approaches to
Marketing

• Production Concept
• Sales Concept
• Marketing Concept
• Relationship Concept
• Societal Marketing
Concept
Continuum…

• Production- focuses on the internal potentials of the company and not

based on the desires and needs of the market.
• Sales Concept- refers to the idea that people will buy more goods and
services through personal selling and advertising.
• Marketing Concept- it is a philosophy which states that organization
must try hard to find out and satisfy the needs and wants of consumers
while accomplishing the organizational goals.
• Relationship Concept- is an approach that centers on maintaining and
improving value-added long-term relationships.
 Marketing Principles
Presented by: Princess Meyann A. Cuizon