Principles of

Marketing
ROLANDO, JR. A. PADERNA
 ACTIVITY
A not-for-profit organization is a type of
organization that does not aim for earning
profit for its owners. The money earned
by not-for-profit organization is allocated
for pursuing the organization’s objectives.

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 ACTIVITY
List down at least 5 not for profit
organizations you knew, or you are
aware of with their corresponding
causes.

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 ANALYSIS
1. What are the 5 organizations you have listed? Can
you explain their causes or advocacies?

2. Why did you choose these organizations?

3. Among this organizations, choose one

organization that you like the most and how can this
organization publicized their causes.

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 MARKETING STRATEGY

Marketing Strategy is used by companies to collaborate

with their customers. It is employed to show the customers
about features, specifications and benefits of company’s
products

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TYPES OF MARKETING STRATEGIES

1. PAID ADVERTISING – pay per click, social

media ads
2. CAUSE MARKETING – consumer buy and
donation is made to a cause

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TYPES OF MARKETING STRATEGIES
3. RELATIONSHIP MARKETING – exceptional
customer service (e.g. surprise gift card)
4. UNDERCOVER/STEALTH MARKETING –
marketers disguise themselves as peers amongst their
target audience.

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TYPES OF MARKETING STRATEGIES
5. WORD OF MOUTH – product giveaways, brand
ambassador programs, referral program, product ratings
in websites, freebies to customers on their birthday
6. INTERNET/CLOUD MARKETING – use of digital
platforms, targeted ads, personalized email

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TYPES OF MARKETING STRATEGIES

7.TRANSACTIONAL MARKETING – traditional

marketing, offer product to customers, product bundling, bulk
discounts, sales promotions, point of sale promotions/display
products near to customers
8. DIVERSITY MARKETING – hyper-targeting a marketing
campaign to connect with the widest variety of people within
a target market.
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 GENERALIZATION

1. What is marketing strategy for you as a student?

2. What are some examples of marketing strategies?
Can you give at least 5? Name them.

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 APPLICATION

Provide the marketing strategies employed by the following

companies and give an example:

a. Jollibee Foods Corporation

b. Gaisano Capital
c. Citymall Philippines

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 ACTIVITY
VIDEO PRESENTATION ABOUT A POLITICAL CA
MPAIGN

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 ANALYSIS
1. Is marketing always
appropriate to political
candidates? Why?
2. How marketing makes
politicians win the game?

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ABSTRACTION

Approaches to Marketing:
Traditional Marketing versus
Contemporary Marketing

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 Traditional Approaches to Marketing
Traditional approaches in marketing focused on the following
concept:
 The Production Concept - focuses on the internal potentials of
the company
 The Product Concept – core idea and functionality of a product
 The Sales/Selling Concept - aggressive personal selling and
advertising
 Societal Concept- organizations must satisfy the needs of
consumers in a manner that gives for society’s benefit
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 Traditional Marketing
Traditional marketing refers to any type of promotion,
advertising, or campaign that has been use by companies for
years, that has been proven success rate.
 An umbrella term that covers the wide array of advertising
channels we see daily
 Includes print media, billboards and TV ads, flyers and posters
campaigns and radio broadcast adds
 They are not necessarily outdated but research shows that
companies are not using these channels
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 Traditional Marketing
Example
1. Ansoff’s Theory
proposes that products/services fall into categories depending
on the market & product released.
2. Marketing Mix
made up of 7 P’s when combined creates a solid marketing
proposal.
 Seeks to pull customers to a product, whatever the cost.
Does not consider the customer they are selling to.
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Traditional Marketing
Forms of Traditional Marketing:
1. Print marketing – oldest, advertising in paper form
2. Broadcast marketing – includes television and radio
advertisements
3. Direct mail marketing – uses printed materials e.g.
postcards, brochures, letters, catalogs, fliers
4. Telephone marketing or telemarketing – delivering
sales messages over the phone
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 DIFFERENCE BETWEEN CONTEMPORARY MARKETING
ORIENTATION AND TRADITIONAL MARKETING ORIENTATION

The main difference between the contemporary

marketing orientation and traditional marketing orientation
is that while the former is consumer-focused, the latter is
company-focused. Traditional marketing is concerned with
pulling customers and does not really consider the
customer's diverse needs. Rather it is concerned with the
market or industry in which the company operates in.

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 DIFFERENCE BETWEEN CONTEMPORARY MARKETING
ORIENTATION AND TRADITIONAL MARKETING ORIENTATION

Contemporary marketing aims for customers

satisfaction in order to build a relationship with
them. Therefore, the types of marketing strategies
under contemporary marketing are concerned
with the needs of customers.

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DIFFERENCE BETWEEN CONTEMPORARY MARKETING
ORIENTATION AND TRADITIONAL MARKETING ORIENTATION

Here are some of types of marketing:

1. Business to Business - B2B Marketing
2. Business to Consumer - B2C Marketing
3. Brand Marketing – elevates the brand as a whole
4. Cloud Marketing – online/ digital experiences
5. Telemarketing – unsolicited telephone calls
6. Guerrilla Marketing – unconventional interaction, social media messaging
7. Push Marketing – take product to customers/ putting near to customers
8. Influencer Marketing – endorsement and product placement
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 Emerging Types of Marketing and their Applications
Based on a 2017 report by Kleiner Perkins Caulfield and Byers, an
internet trend investment firm, 3.4 billion people use the internet. Therefore,
the internet has become an easy and quick way to research, reach and engage
customers.
Search engine optimization is majorly concerned with increasing a
business’ visibility and rankings on search engine result pages. It is a simple
way of attracting organic traffic of potential customers to a website. SEO can
be maximized with paid adverts (Google AdWords), strategic content
marketing and social media networks.

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 Emerging Types of Marketing and their Applications

Pay per Click advertising: This is

advertising presented on search engine result
pages or web pages where the advertiser is
only charged based on the number of times
someone clicks on the ads to go to the
advertiser's targeted website.
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 Emerging Types of Marketing and their Applications
Email marketing is a type of marketing based on
the distribution of messages through emails. Email
marketing provides direct contact with customers and
allows businesses to create relationships with their
customers. Updates, exciting news, and call to actions
can be sent directly to customers.

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 Emerging Types of Marketing and their Applications
Referral marketing: is a type of marketing
where an individual or customer pleased with the
results gotten from a product refers the product to
another person. It's a very subtle form of marketing
that can provide great results especially when the
person referring is an Influencer in that industry.

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 Emerging Types of Marketing and their Applications

Affiliate marketing: is a prominent type

of internet marketing where a third party
promotes a product and earns commission, or
a piece of the profit gotten from every sale
made through that referral.

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 Emerging Types of Marketing and their Applications
Video marketing: Videos act as one of the most
interactive types of online marketing and can prove to
be a great way to raise awareness about a business or
product. In fact, according to Mushroom networks,
YouTube is the second biggest search engine.
Therefore, video marketing can prove to be a great
way to pass messages to target customers.
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 Emerging Types of Marketing and their Applications
Inbound marketing is a very powerful contemporary
marketing strategy that focuses on different tactics to draw
consumers in and convince them to buy goods. It is one the result-
oriented types of marketing that uses content to drive results. A key
subset of Inbound marketing is Content marketing which the
Content Marketing Institute refers to as "a strategic marketing
approach focused on creating and distributing valuable, relevant,
and consistent content to attract and retain a clearly defined
audience."
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 Emerging Types of Marketing and their Applications

Green marketing refers to the process of

selling products and/or services based on their
environmental benefits. Company are selling
products and/or services by first promoting its
benefit that is environmentally friendly or
produced in an environmentally friendly way.
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 GENERALIZATION

1. What is the differences between traditional

and contemporary approach of marketing?
2. Name examples of the two approaches.

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APPLICATION

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