Scribd Logo
Upload

Welcome to Scribd!

  • 11 views

    Approaches in Marketing

    Uploaded by

    Heaven Sy
    The document discusses traditional and contemporary approaches to marketing. Traditional approaches included the production concept, product concept, and selling concept which focused on efficient production and sales. Contemporary approaches emphasize understanding customer needs, building relationships through relationship marketing and social marketing, and targeting business customers through industrial marketing. Contemporary approaches organizations follow include cause marketing, event marketing, and green marketing.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd

    Approaches in Marketing

    Uploaded by

    Heaven Sy
    11 views13 pages
    The document discusses traditional and contemporary approaches to marketing. Traditional approaches included the production concept, product concept, and selling concept which focused on efficient production and sales. Contemporary approaches emphasize understanding customer needs, building relationships through relationship marketing and social marketing, and targeting business customers through industrial marketing. Contemporary approaches organizations follow include cause marketing, event marketing, and green marketing.

    Original Title

    Approaches-in-Marketing

    Copyright

    © © All Rights Reserved

    Available Formats

    PDF, TXT or read online from Scribd

    Did you find this document useful?

    Is this content inappropriate?

    The document discusses traditional and contemporary approaches to marketing. Traditional approaches included the production concept, product concept, and selling concept which focused on efficient production and sales. Contemporary approaches emphasize understanding customer needs, building relationships through relationship marketing and social marketing, and targeting business customers through industrial marketing. Contemporary approaches organizations follow include cause marketing, event marketing, and green marketing.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    11 views13 pages

    Approaches in Marketing

    Uploaded by

    Heaven Sy
    The document discusses traditional and contemporary approaches to marketing. Traditional approaches included the production concept, product concept, and selling concept which focused on efficient production and sales. Contemporary approaches emphasize understanding customer needs, building relationships through relationship marketing and social marketing, and targeting business customers through industrial marketing. Contemporary approaches organizations follow include cause marketing, event marketing, and green marketing.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    of 13

    Traditional and

    Contemporary
    Approaches to
    Marketing
    Until the late 1960s, traditional
    Traditional marketing methods focused on
    production methods, product
    Approaches quality, and effective and
    to Marketing efficient marketing methods as
    drivers of marketing profits.
    The Production
    Concept
     The concept of production
    assumes that customers prefer
    affordable and widely
    distributed products. Efforts
    are focused on expanding
    sales and improving
    production efficiency. The aim
    is to reduce production cost,
    thereby reducing the process.
    The Product Concept

     The product concept assumes that


    customers will always prefer and
    patronize products of high quality.
    Resources focus on product
    improvement and innovation.The
    product features and attributes are
    constantly improved. Although this is
    important, too much preoccupation
    on product quality may ignore the
    changing needs of the customer.
    The Selling
    Concept
     The selling concept emphasizes
    aggressive selling and
    promotional efforts. It assumes
    that customers are generally
    timid and must be persuaded
    into buying. The objective is to
    sell what is manufactures rather
    than manufacture what the
    market wants.
    Contemporary
    Approaches to
    Marketing
     Marketing is all about understanding the
    needs and preferences of your audience
    rather than serving them what the
    company has to offer. The contemporary
    approach of marketing focuses on the
    customer and their needs towards the
    product and the services. This theory is
    based on the importance of traditional
    marketing orientation versus customer
    orientation. They use different tactics and
    strategies to build a relationship with their
    clients and targeted audiences.
    Relationship marketing

     a strategy that helps the brand


    develops a strong connection with
    their customers. It helps the brands
    in forming long-term bonds with
    their loyal customers. It is essential
    to maintain and establish
    relationships with customers and
    other brands these days. It is
    beneficial for brands as it helps
    them understand their audience in
    the long-run.
    Industrial marketing
     also known as B2B or business-to-business
    marketing, a branch of marketing which
    involves one business dealing or marketing
    their goods and services to another
    business. Rather than the customer base,
    the brands are targeting industrial
    customers in this type of marketing. Long-
    term relations can be built if the industrial
    buyers are adequately satisfied. However,
    the total number of business buyers will be
    less in comparison to the number of
    customer buyers.
     an approach of marketing which seeks to
    bring any social change. It integrates
    Social marketing theories and tactics with other
    plans to achieve social change. Social
    marketing marketing is aimed at benefiting
    individuals and different communities of
    society. Social marketing should not be
    mistaken with social media marketing in
    any way. This approach focuses on
    changing human behavior. This branch of
    marketing works for the welfare of the
    people which helps the brands creates
    their positive image in the eyes of the
    customer. Thereby, helping the brands
    create long-term relations with their
    customers.
    Cause Marketing – It is the
    type of marketing in which a
    Contemporary company and charity team
    up together and spread
    approaches awareness for a good cause.
    followed by If the campaign is successful,
    it can help in increasing the
    organizations business value for the
    company.
    Event marketing- it is the
    type of marketing in which
    marketers conduct
    Contemporary promotional events and
    approaches promote their products and
    services in those events. This
    followed by involves face to face
    organizations contact and helps in
    increasing the credibility of
    the brand.
    Green marketing – It is the
    practice of marketing in
    which the services and goods
    are marketed from their
    Contemporary environmental benefits.
    approaches Research has shown that the
    customers are willing to pay
    followed by extra for products from
    organizations companies which are
    concerned about the
    environment and committed
    to sustainable development
    Cause Marketing – It is the type of
    marketing in which a company and
    charity team up together and spread
    awareness for a good cause. If the
    campaign is successful, it can help in
    increasing the business value for the
    company.
    Contemporary Event marketing – It is the type of
    marketing in which marketers conduct
    approaches promotional events and promote their
    products and services in those events.

    followed by This involves face to face contact and


    helps in increasing the credibility of the
    brand.
    organizations Green marketing – It is the practice of
    marketing in which the services and
    goods are marketed from their
    environmental benefits. Research has
    shown that the customers are willing to
    pay extra for products from companies
    which are concerned about the
    environment and committed to
    sustainable development

    You might also like