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    Approaches To Marketing

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    Eve Fiona Mae Emiliano
    This document discusses various approaches to marketing. It begins by describing traditional marketing approaches which focus on understanding customer attitudes and behaviors to encourage purchase through the four Ps of the marketing mix: product, price, place and promotion. It then discusses remodelled marketing mixes which distinguish the base product P from support Ps. Finally, it introduces social marketing, which applies marketing principles to influence behaviors for social benefits through the four Ps and by targeting audiences voluntarily.

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    Approaches To Marketing

    Uploaded by

    Eve Fiona Mae Emiliano
    47 views16 pages
    This document discusses various approaches to marketing. It begins by describing traditional marketing approaches which focus on understanding customer attitudes and behaviors to encourage purchase through the four Ps of the marketing mix: product, price, place and promotion. It then discusses remodelled marketing mixes which distinguish the base product P from support Ps. Finally, it introduces social marketing, which applies marketing principles to influence behaviors for social benefits through the four Ps and by targeting audiences voluntarily.

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    Approaches to marketing

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    This document discusses various approaches to marketing. It begins by describing traditional marketing approaches which focus on understanding customer attitudes and behaviors to encourage purchase through the four Ps of the marketing mix: product, price, place and promotion. It then discusses remodelled marketing mixes which distinguish the base product P from support Ps. Finally, it introduces social marketing, which applies marketing principles to influence behaviors for social benefits through the four Ps and by targeting audiences voluntarily.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    47 views16 pages

    Approaches To Marketing

    Uploaded by

    Eve Fiona Mae Emiliano
    This document discusses various approaches to marketing. It begins by describing traditional marketing approaches which focus on understanding customer attitudes and behaviors to encourage purchase through the four Ps of the marketing mix: product, price, place and promotion. It then discusses remodelled marketing mixes which distinguish the base product P from support Ps. Finally, it introduces social marketing, which applies marketing principles to influence behaviors for social benefits through the four Ps and by targeting audiences voluntarily.

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    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 16

    APPROACHES TO How to do marketing?

    MARKETING Marketing Strategies


    TRADITIONAL
    APPROACHES
    TRADITIONAL MARKETING
    Traditional marketing involves the marketing mix of
    McCarthy (1928), as cited by Villet (2013): product,
    price, place, and promotion.
    It focuses on identifying the right consumer and
    understanding their attitudes, behaviors, and motivations
    to encourage purchase.
    Marketing Mix is defined as a set of marketing
    tools (4Ps) that a business blends to offer to the
    target market and get the response it wants from
    them.

    Product Price Place Promotion


    – This is the - This indicates - This refers to - This refers to
    company the value of an where the communicating
    offering and can offering. offering can be the other 3Ps to
    be tangible and found. encourage
    Customer’s cost Customer’s
    intangible. exchange
    convenience Communication
    Customer’s needs
    to customer
    CONTEMPORARY
    APPROACHES
    REMODELED MARKETING
    MIX
    In this remodeled marketing mix, Base P is
    distinguished from the support Ps.
    The base P is the Product and the other’s (Price, Place,
    and Promotion) are called Support Ps.
    REMODELED MARKETING
    MIX
    BASE P: Price
    -A product that can be offered to a market that can satisfy
    a need. Products may be tangible and intangible.
    -A tangible product could be chocolates, car, bags, or
    anything that you can actually see and touch.
    -An intangible product could be services like for when you
    are travelling thru plane via the Philippine Airlines
    REMODELED MARKETING
    MIX
    BASE P: Price
    Product Levels:
    REMODELED MARKETING
    MIX
    BASE P: Price
    -A product that can be offered to a market that can satisfy
    a need. Products may be tangible and intangible.
    -A tangible product could be chocolates, car, bags, or
    anything that you can actually see and touch.
    -An intangible product could be services like for when you
    are travelling thru plane via the Philippine Airlines
    REMODELED MARKETING
    MIX
    SUPPORT P: Place
    -The location where the product can be bought. Place
    decisions are usually associated with distribution channels.
    -Distribution channels can be direct or indirect.
    -Direct distribution channel – Manufacturer  Consumer
    -Indirect distribution channel – Manufacturer 
    Wholesaler  Retailer  Customer
    FROM 4PS TO THE 7PS
    SOCIAL MARKETING
    Social marketing is a “process that applies marketing
    principles and techniques to create, communicate and
    deliver value in order to influence target audience
    behaviors that benefit society (public health, safety, the
    environment, and communities) as well as the target
    audience”. (Kotler, Lee, & Rothschild, 2006 cited in
    Kotler & Lee, 2008).
    SOCIAL MARKETING
    Most often, social marketing is used to influence an
    audience to change their behavior for the sake of social
    benefits such as improving health, preventing injuries,
    protecting the environment, or contributing to the
    community (Kotler and Lee, 2008)
    SOCIAL MARKETING
    Most people have heard of the four P’s used in social marketing:
    Product (key benefits, service or behavior change),
    Price (the cost of stopping an unhealthy behavior or adopting a
    healthy one),
    Place (the opportunities and access to products, services and
    places to engage in the behaviors), and
    Promotion (communicating all this to the target audience)
    (Kotler, Roberto, & Lee, 2002).
    SOCIAL MARKETING
    SOCIAL MARKETING
    AIMS:
    Changing a behavior
    For the change to be voluntary
    Selecting and Influencing target audience

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