The document discusses various traditional and contemporary approaches to marketing. Traditional approaches include production, product, and selling orientations which focus on efficiencies, product development, and promotional efforts respectively. A marketing orientation emphasizes understanding customer needs. A societal orientation benefits customers and society while achieving profit. Contemporary approaches discussed are digital marketing, online marketing, outdoor promotion, mobile marketing, and sachet marketing which use various digital technologies, internet, outdoor displays, transportation advertising, and small product packages to connect with customers.

1. APPROACHES TO
MARKETING
Chona P. Sumayo
Subject Teacher

2. APPROACHES TO MARKETING
Traditional
Marketing
Contemporary
Marketing

3. Traditional Marketing
- refers to old or well-
established techniques
which business
organizations use to reach
their customers.

4. Traditional Marketing

5. Production Orientation
Focuses on the production and
distribution efficiencies. Customers
are mostly interested in products
that are affordable and easily
available.

6. Production Orientation
McDonald’s is an American fast
food company. In the
Philippines, the company is
happy to serve local favorites
like Chicken McDo, Burger McDo and
McSpaghetti. These favorites were specially
made to cater to the unique Filipino palate
which is affordable and very convenient.

7. Product Orientation
Business is more concerned in
making and developing products
that suits customers needs. The
orientation assumes that
consumers will favor products that
offer the most quality, performance
and features.

8. Product Orientation
Apple Inc. is an American
multinational technology
company, which produces
highly sophisticated innovative
products. Apple tries to create
new products by utilizing the
strengths of their production teams. Apple knows what
the customer wants before they produce products that
sell themselves.

9. Selling Orientation
Product undertakes promotional
efforts to capture customers
attention and sells the products
which depends on sales strategy to
make profit.

10. Selling Orientation
St. Peter Life Plan Inc. is a pre-
need death care company that
offers affordable traditional
memorial life to all segment of
society.
Not all people are aware and likely to buy their products and services. The
company needs an extensive advertising and personal selling as their tactics to
make a sale. This company, provides best coverage of its wide range memorial
products and services attuned to the changing needs of its clients, with its tag
lines, “Kahit Saan, Kahit Kailan, St. Peter Maaasahan.”

11. Marketing Orientation
In marketing orientation, products
and services are created first, then
marketers promote and sell them.
It emphasizes the importance of
understanding customers’ needs
and wants and delivering them the
desired satisfactions.

12. Marketing Orientation
Coca Cola Company identifies
new flavors that will suits the
taste of every customers as it
comes in a variety of flavor
choices. The company focuses
on its product development
matching customer tastes as
they change.

13. Marketing Orientation
Procter and Gamble shampoo products

14. Societal Marketing Orientation
Businesses give emphasis
on the benefits of
consumers and society
while attaining a profit.

15. Societal Marketing Orientation

16. Societal Marketing Orientation

17. Societal Marketing Orientation
The Body Shop, a skin and
cosmetics company, uses
raw materials like herbs,
fruits, nuts and sells
products that are made with
natural ingredients.

18. CONTEMPORARY MARKETING APPROACHES
- includes strategies that focus
on the customer’s needs and
wants that will bring satisfaction
as well as build good business
relationship with the clients.

19. Contemporary
Marketing
Approaches
Digital
Marketing
Online
Marketing
Outdoor
Promotion
Mobile
Marketing
Sachet
Marketing

20. DIGITAL MARKETING
Promoting products and services
using variety of digital strategy tools
like online channels, electronic
devicesand digital technologies to
engaged and connect with more
larger audience.

21. DIGITAL MARKETING
Smartphones company like
Oppo use digital display
screen where information of
the product is being
introduced and advertised.
This form of digital signage
is situated in different
locations to promote their
product.

22. DIGITAL MARKETING

23. ONLINE MARKETING
It uses internet to deliver
promotional marketing messages
to customers. Businesses can post
information about product
updates and provide special
offers through social media.

24. ONLINE MARKETING
Jollibee, creates a promotional
short film featuring
“KwentongJollibee”, a real -life
storieof rejections, heartbreaks,
and true love. They share them in
social media like Youtube, Twitter
and Facebook to increase brand
awareness and sales to its target
audience.

25. OUTDOOR PROMOTION
Advertising done outdoors
that displays your
promotional materials, Types
of outdoor advertising include
billboards and signs.

26. OUTDOOR PROMOTION
The Nestle-owned candy bar Kit Kat
used billboards and signs to deliver
promotional marketing messages to
consumers. Nestle Corporation makes
sure that this kind of advertisement
can be effective in keeping their name
in a place where many people can see
it.

27. MOBILE MARKETING
It is placed on modes of public
transportation or in public
transportation areas. It includes ads
placed on the inside or outside of
buses, trains, and taxis and other
mobile devices.

28. MOBILE MARKETING
Mars made this great truck
commercial to promote its new
truck size chocolate. Mobile
billboards give your product a
maximum exposure and
provide great value. Since they
are always in motion, the
visibility of the product they
promote increases every day.

29. MOBILE MARKETING

30. SACHET MARKETING
This involves redesigning,
packaging, and selling a product
in a small package. This made
available for those who cannot
afford to buy products in larger
quantity.

31. SACHET MARKETING
In developing countries like the
Philippines, not all consumers can afford
to buy a whole bottle of shampoo so
they opt to buy a single-use sachet.
Consumers also buy laundry products,
coffee, powdered drinks, hair care and
cosmetic products in single-use sachets.

32. SACHET MARKETING

33. THANK YOU!!!