Marketing Principles and

Strategies (Part 2)
 Check Point

• What have you learned from the previous Possible Answers may be:
lessons? • The definition of Marketing.

• The Traditional Approaches to

Marketing and the
Contemporary Approaches to
Marketing.
• The Goals of Marketing.

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HELLO!
I’m ELI ADEL PAGUE
I am here because I love to be with you and
together #WeLearnAsOne.
You can find me at eapague@hnu.edu.ph

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Let’s Deepen The Things We
Learned In The Past Lesson
What to expect in this module:

1. The History of Traditional Marketing.

2. The Developments in Traditional Marketing.

3. The Marketing Process of Contemporary Marketing.

4. Best Practices of Contemporary Marketing.

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1. History of Marketing Practice
Game Ka Na Ba?
 “Marketing is
“ managing
profitable customer
relationships.”

-Dr. Philip Kotler

Marketing Guru and Author

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When did the practice of marketing started?

Marketing coexisted with the practice of Barter – the

exchanging of goods with other goods.

Example, one had a sack of rice which he exchanges for

several chickens or a piglet.

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When did the practice of marketing started?

When money was invented it facilitated faster transaction.

Our forefathers discovered cooking, preserving, and by

necessity came up with ideas on how to package foods
better, that is, with safe, secure and better features.

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WAIT…
THERE’S
MORE!!!
So that’s it????

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When did the practice of marketing started?

INDUSTRIAL REVOLUTION • Communication accelerated

• Creation of machines and at a mind blowing pace.
automation. • Banks and other financial
• Complex road system were institutions were organized to
facilitate commercial and
built and railroads tracks
financial transactions.
were laid across
continents. • Payments thru remittance companies.
•People traded with other • Insurance policies
regions and countries. • Credit cards with many benefits 10
A PICTURE IS WORTH A
THOUSAND WORDS
There are different forms of Traditional
Marketing:
1. Print Marketing
2. Broadcast Marketing
3. Direct Mail Marketing
4. Telemarketing

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The Old Thinking Mindset of Traditional Marketing
They make standard
products their motto: build
the right product and the
customers will come.
Practice mass marketing –
same selling message in all
parts of the country or the
world.
Concentrate on local market;
Get new customers,
venture to other territories if profit
increase market
looks “ok.”
share
Selling is primarily Marketing and
Serve any customer
Sales Department’s responsibility.
– not too worried if
some old customers
leave.
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Contemporary Approaches to Marketing

Kotler and Armstrong emphasizes that “the marketing process

begins, continues, and ends with customers. As a first step,
marketers need to understand customer needs and wants, and
the market place within which they operate.”

Handlin offered the 5 Step Strategic Marketing Process to

complement Kolter’s model. The five steps are:
1. Mission
2. Situation Analysis
3. Objectives
4. Strategy
5. Evaluation
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Take Ritz-Carlton as an example
They survey their guests before leaving the hotel.

Employees are taught to do everything they can to

never lose a guest.

Staffs are trained to drop whatever they’re doing to help

a customer.

They empower employees to handle a problem right on

the spot without consulting higher –ups.

Each employee can spend up to $2,000 to redress a

guest grievance.
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IS ABOUT BUILDING RELATIONSHIP
WITH CUSTOMERS

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