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    Lesson 1 - Marketing and Its Traditional Approaches

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    Ralph Angelo Natagoc
    The document defines marketing and describes its traditional approaches. It defines marketing according to the American Marketing Association and Philippine Marketing Association. It discusses the basic components of marketing including needs, wants, demands, exchange, and market. It also covers the scope of marketing and the traditional approaches including the production concept, sales concept, marketing concept, relationship concept, and societal marketing concept.

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    Lesson 1 - Marketing and Its Traditional Approaches

    Uploaded by

    Ralph Angelo Natagoc
    66 views10 pages
    The document defines marketing and describes its traditional approaches. It defines marketing according to the American Marketing Association and Philippine Marketing Association. It discusses the basic components of marketing including needs, wants, demands, exchange, and market. It also covers the scope of marketing and the traditional approaches including the production concept, sales concept, marketing concept, relationship concept, and societal marketing concept.

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    Lesson_1-_Marketing_and_Its_Traditional_Approaches

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    The document defines marketing and describes its traditional approaches. It defines marketing according to the American Marketing Association and Philippine Marketing Association. It discusses the basic components of marketing including needs, wants, demands, exchange, and market. It also covers the scope of marketing and the traditional approaches including the production concept, sales concept, marketing concept, relationship concept, and societal marketing concept.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    66 views10 pages

    Lesson 1 - Marketing and Its Traditional Approaches

    Uploaded by

    Ralph Angelo Natagoc
    The document defines marketing and describes its traditional approaches. It defines marketing according to the American Marketing Association and Philippine Marketing Association. It discusses the basic components of marketing including needs, wants, demands, exchange, and market. It also covers the scope of marketing and the traditional approaches including the production concept, sales concept, marketing concept, relationship concept, and societal marketing concept.

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    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

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