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Module 2 - Marketing Approaches

This document discusses traditional and contemporary approaches to marketing. It describes three traditional approaches: 1) the production concept which focuses on lowering costs to increase supply, 2) the product concept which aims to continuously improve product quality, and 3) the selling concept which emphasizes heavy promotion to increase sales. It then outlines three contemporary approaches: 1) the marketing concept which determines customer needs and wants, 2) the relationship marketing concept which focuses on building long-term customer relationships, and 3) the societal marketing concept which considers customer, environmental and societal well-being in addition to needs and wants. The document provides examples of each approach.

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CESTINA, KIM LIANNE, B.
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83 views

Module 2 - Marketing Approaches

This document discusses traditional and contemporary approaches to marketing. It describes three traditional approaches: 1) the production concept which focuses on lowering costs to increase supply, 2) the product concept which aims to continuously improve product quality, and 3) the selling concept which emphasizes heavy promotion to increase sales. It then outlines three contemporary approaches: 1) the marketing concept which determines customer needs and wants, 2) the relationship marketing concept which focuses on building long-term customer relationships, and 3) the societal marketing concept which considers customer, environmental and societal well-being in addition to needs and wants. The document provides examples of each approach.

Uploaded by

CESTINA, KIM LIANNE, B.
Copyright
© © All Rights Reserved
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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Lesson
1
 Marketing Approaches
In the previous lesson, you have learned the marketing principles and
goals. Now you will discover how businesses conduct their marketing
activities using the different approaches to marketing.

The main objective of businesses is to make profits. Products and services
need to be purchased not just once but continuously patronized by the
customers in o r d e r   f o r   t h e b u s i n e s s e s   t o   b e   s u s t a i n a b l e   a n d
a c h i e v e   t h e i r   g o a l s . T h e   m a r k e t i n g a p p r o a c h e s serve as guide on
how businesses conduct their marketing activities

Traditional Approaches to Marketing

It was evident that up to late 1960s, traditional approaches are
t h e   p r o f i t drivers in marketing. Let us analyze the following concepts.

1. The Production Concept


 The production concept assumes that customers prefer products that are
affordable and available. The focus is on improving the distribution and
production efficiency b y   l o w e r i n g   t h e p r o d u c t i o n   c o s t s   w h i c h   w i l l  
result to lower prices of the products. Production concept is 
u s e f u l   a n d c a n   b e   a p p l i e d   w h e n   d e m a n d   e x c e e d s supply.
Therefore manufacturing companies will produce more to meet the demand for
their products.

2. The Product Concept


 The product concept assumes that customers prefer products that offer high
quality. It is focused on continuously improving the 
p r o d u c t s ’   f e a t u r e s   t h r o u g h i n n o v a t i o n s t h o u g h the product
concept aims for product quality, it may ignore the customer’s changing needs
and wants.

3. Selling Concept
 The selling concept highlights heavy selling and promotional efforts to
persuade the customers to buy the product that will result to profitable
sales. This is typically used in products where the customers do not
think of buying, such as encyclopedias and funeral plans. The goal
is to sell what the businesses manufacture or sell  rather than what the
customers want.
Contemporary Approaches to Marketing
Because of the desire of businesses to provide goods and services to
customersand earn more profits, the following concepts are developed.

1. The Marketing Concept


 The marketing concept determines the customers’ needs and wants. The focus
is on the effective creation and delivery of products and services that
will satisfy and add value to the customers. Thus, business adapts a strategy
to do this better than its competitors

2. The Relationship Marketing Concept


 The relationship marketing concept holds to long-term relationship with
customers. It is focused on the marketing activities of the businesses in
establishing, strengthening and maintaining the relationship with their
customers. The customer profiles, purchase records and preferences are
being tracked, monitored and updated. Constant communication through
phone calls, electronic mails, and text messages is
being done to create a strong customer connection. This
c o n n e c t i o n   c a n l e a d   t o ongoing business, free word-of-mouth promotion
and information from customers that can generate new customers.

3. The Societal Marketing Concept


 The societal marketing concept is similar to the marketing concept. Aside from
determining the customers’ needs and wants, the societal marketing concept
includes the well-being and interests of the customers, environment and the
society. In these modern times, businesses do not adapt a single
concept, they used a combination of these approaches to conduct their
marketing activities and achieve their goals of sustainability and
profitability.

Self-evaluation

Activity No. 1

1.Look at the picture, what comes to


your mind whenever you see this name?
 _____________________________________________________________________________
___  _________________________________________________________________________
_______  _____________________________________________________________________
___________  _________________________________________________________________
_______________ 

2.Do you find it amazing that among the seventy-four malls in the


Philippines,four of them are in Pampanga? What do you think are the
reasons they becomethis big and profitable? How did they achieve this?
 _____________________________________________________________________________
___  _________________________________________________________________________
_______  _____________________________________________________________________
___________  _________________________________________________________________
_______________

 Activity No. 2

Is it Traditional or Contemporary?

Directions:
Identify the following  i f   i t ’ s   u n d e r   T r a d i t i o n a l   o r  
C o n t e m p o r a r y   approaches to marketing. Write your
a n s w e r s o n a s e p a r a t e s h e e t o f   paper.

 ___________________1. Product Concept


 ___________________2. Marketing Concept 
___________________3. Relationship Marketing Concept 
___________________4. Production Concept 
___________________5. Selling Concept 
___________________6. Societal Marketing Concept

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