A M A C O M P U T E R U N I V E R S I T Y

Report
In
Principles of Marketing

Group 1-QM3

Submitted by:
Moreno, Laila May *
Chavez, Lorraine Anne
Panotes, Reyshell
Go, Maria Janica
Rosarito, Celestine
Casabal, Ronald

Submitted to:
Mr. KJ Marquez

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 Learning Competences:
1. Define and understand marketing
2. Describe the traditional approaches to marketing
3. Discuss the goals of marketing
4. Identify and explain contemporary marketing approaches

1. MARKETING
 Marketing is the process of planning and executing the conception, promotion,
distribution of ideas, gods and services to create exchanges that satisfy individual
and organizational goals.
 Marketing are activities of a company associated with buying and selling a
product or service. It includes advertising, selling and delivering products to
people. People who work in marketing departments of companies try to get
attention of target audiences by using slogans, packaging design, celebrity
endorsement and general media expose.
 The heart of your business success lies in its marketing. Most aspects of your
business depend on successful marketing. The overall marketing umbrella covers
advertising, public relations, promotions and sales. Marketing is a process by
which a product or service is introduced and promoted to potential customers.
Without marketing, your business may offer the best products in your industry but
none of your potential customer would know about it. Without marketing, sales
may crash and companies may have to close.

2. TRADITIONAL APPROACHES TO MARKETING

 Traditional Marketing:
 Is a rather broad category that incorporates many forms of advertising and
marketing. It’s the most recognizable type of marketing, encompassing the
advertisements that we see and hear every day. Most traditional marketing
strategies fall under one of our categories: Print, Broadcast, Direct mail
and telemarketing/telephone.

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 FOUR PARTS OF TRADITIONAL MARKETING

 Print Marketing
 Print marketing includes advertising products and services through
newspapers and magazines. Print marketing is both a mass-marketing and
niche-marketing strategy. As a mass-marketing strategy, printed
advertisements reach different classes of people, who might or might not
have an interest in the product. In magazines, print marketing reaches out
to the niche market that reads the magazine, such as women, fathers, teens
or car lovers.

 Direct-mail Marketing
 Direct-mail marketing creates awareness of a product through postcards,
brochures, letters and fliers sent through mail. Direct mail is called a targeted type
of marketing strategy because information is sent to a specific target market.
However, direct-mail marketing can be expensive as a business incurs design and
printing costs as well as postage expenses to reach its target.

 Broadcast Marketing
 Television and radio are traditional avenues still widely used. Broadcast
marketing reaches a large audience within a limited period of time. Television
advertisements also bring authenticity and realism to a product as people can see
how the product works. However, broadcast messages have a shorter lifespan
compared with printed messages. Additionally, marketing through television and
radio is costlier, compared with other forms of traditional marketing.

 Telemarketing
 The practice of delivering sales messages over the phone to convince consumers
to buy a product or service. This form of marketing has become somewhat
controversial in the modern age with many telemarketers using aggressive sales
tactics.
Product
Promotion
BRAND
People
Price

Place

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3. GOALS OF MARKETING
 Typically, clients marketing objectives include some or all of the following:
 Increase sales
 Build brand awareness
 Grow market share
 Launch new products or services
 Target new customers
 Enter new markets internationally or locally
 Improve stakeholder relations
 Enhance customer relationships
 Improve internal communications
 Increase profit

4. CONTEMPORARY MARKETING APPROACHES

 Contemporary Marketing refers to theories that stress the importance of customer
orientation versus the traditional market orientation. They are strategies that,
when implemented, offer greater support for their client base with a product
ranges that varies depending on what the target market desires. Rather than what
the company wants them to have.
 Products including the vast array of kitchen appliances with built in failure
components attracting their customer base back to them for further purchases are
an example of product orientation. Traditional marketing theories are said to favor
this ideology. Though somewhat devious, it is most definitely effective.
Attracting customers to their product range has become more difficult because
consumers have become more literate in technology and, therefore, can research
items before purchase. This allows them to make a conscious and informed
decision to avoid companies with this ethos.

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