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Lesson 2 - Contemporary Approaches To Marketing

To identify and explain contemporary marketing principles. The document discusses various marketing approaches including person marketing which involves cultivating attention towards a celebrity or authority figure. It also discusses place marketing which attempts to attract customers to areas through branding. Cause marketing is defined as identifying and marketing a social issue or cause to target markets. Event marketing refers to marketing sports, cultural, and charity activities and has goals of effective promotion and feedback. Green marketing involves selling products/services based on environmental benefits by being genuine, educating customers, and enabling participation.

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Ralph Angelo Natagoc
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393 views11 pages

Lesson 2 - Contemporary Approaches To Marketing

To identify and explain contemporary marketing principles. The document discusses various marketing approaches including person marketing which involves cultivating attention towards a celebrity or authority figure. It also discusses place marketing which attempts to attract customers to areas through branding. Cause marketing is defined as identifying and marketing a social issue or cause to target markets. Event marketing refers to marketing sports, cultural, and charity activities and has goals of effective promotion and feedback. Green marketing involves selling products/services based on environmental benefits by being genuine, educating customers, and enabling participation.

Uploaded by

Ralph Angelo Natagoc
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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Marketing Principles

Contemporary Approaches to Marketing


Reflect Upon
“The Great Meal” is an homage to the silver linings of
a global pandemic. The 90-second TV spot features a
mosaic of 13 real households in eight countries –
families, couples and housemates – preparing and
sharing home-cooked meals over an ice-cold Coca-
Cola.
Objective:
• To i d e n t i f y a n d e x p l a i n c o n t e m p o r a r y m a r k e t i n g
principles
A not-for-profit organization is a
Not-for Profit type of organization that does not
earn profit for its owners.
Organization Marketing
Characteristics
1. Generate as much revenue as possible to
support their causes
2. Compare with other organization for donors’
pesos
3. Market to multiple publics
4. Often possess some degree of monopoly
power in the given geographic area
Person Marketing
• Person marketing entails endeavor aimed at cultivating the attention,
interest, and preferences of a target market toward a celebrity or
authority figure

Top 5 celebrity endorsers in the Philippines


1. Kris Aquino
2. John Lloyd Cruz
3. Carmina Villaroel , Zoren Legaspi, Ryan Agoncillo, Sarah Geronimo
and Vic Sotto
4. Anne Curtis, Marie Lozano, Michael V and Sharon Cuneta
5. Judy Ann Santos and Kim Chiu
Place Marketing
• Place marketing or place branding attempts to exert a pull-
on customers to areas. This is significant for tourism,
business and recruit workers.
Guidelines:

Understand Marketing- understanding the


essential elements of marketing.

Support reputable cause- check every


detail and create a cause.

Maintain transparency- it must make easy


and transparent.
Cause
Marketing Thank mainstream- great cause
marketing serves its target audience.

Cause marketing is the


identification and marketing of Stay consistent- charity causes need to
a social issue, cause or idea to repeatedly give in a consistent manner.
selected target markets.
Event Marketing
Refers to marketing of sport, culture,
and charity activities to selected target
markets.

Essential features:
1. Wide range of events- mega evens, local
events, exhibitions, trade shows, publicity
stunts, themed events, corporate
entertainment, award ceremonies.
2. Goal oriented
3. Effective promotion and communication
4. Proper evaluation
5. Feedback from clients
6. Location
Three things to be done:

Green 1. Being genuine.


2. Educating the customers
Marketing 3. Giving Customers an opportunity to
participate.
• Refers to the process
of selling products
and/or services
based on the
environmental
benefits.
Marketing Principles
Presented By: Ms. Princess Meyann A. Cuizon

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