Learning Area PRINCIPLES OF MARKETING Grade Level 11

W2 Quarter 3 Date

I. LESSON TITLE Traditional and Contemporary Approaches to Marketing

II. MOST ESSENTIAL LEARNING Define and understand marketing:
COMPETENCIES (MELCs) ● Approaches
(ABM_PM11-Ia-b-1)
III. CONTENT/CORE CONTENT The learners demonstrate an understanding of the marketing principles, goals,
and traditional and contemporary approaches to marketing.
Suggested
IV. LEARNING PHASES Learning Activities
Timeframe
A. Introduction Welcome back!
Panimula
20 mins In Lesson 2: Traditional and Contemporary Approaches to Marketing, you will
learn the different marketing approaches.

At the end of this lesson you are expected to:

● describe traditional and contemporary approaches to marketing;
● perform marketing approach comparison using a single product;
● display pragmatic attitude towards marketing

Before we start, you need to be familiar with the following words.

Activity 1: Words to Ponder

Direction: Look for the definition of the following words and write it on the
space provided.

WORD DEFINITION
Production Concept
Product Concept
Selling Concept
Relationship Marketing
Industrial Marketing
Social Marketing
B. Development Activity 2: Design an Offer
Pagpapaunlad Directions: Design an appealing printable advertisement that would
60 mins generate leads for a company of your choice. Ask your classmate or
household members for feedback on whether your offers are effective or
need improvement.

In every transaction, there is always an underlying dynamic that governs the

buyer and the seller. Sometimes it can be one-sided with one party
exercising most of the power and the other position is only to react; or, there
can be deception and lying. But in most cases, exchange is equitable
where both parties receive the same value as the other. The customer’s
needs are satisfied and the business makes a reasonable profit.

Traditional Approaches to Marketing

Until the late 1960s, traditional marketing methods focused on production
methods, product quality, and effective and efficient marketing methods as
drivers of marketing profits.

1. 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 costs,
thereby reducing the process. However, this concept is relevant only if
customers tastes and preferences are stable and product demand is high.
2. The Product Concept
The product concept assumes that customers will always choose 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.

3. The Selling Concept

The selling concept emphasizes strong sales and promotion efforts. It
assumes that customers are generally reluctant and should be persuaded to
buy. The objective is to sell manufactured goods rather than to manufacture
what the market wants.

The emergence of internet and e-commerce dramatically affect this

exchange of many businesses and customers.

Contemporary Approaches to Marketing

Marketing focuses on the client, relationships, and well-being of society. It is
understanding the needs and preferences of your audience, rather than
give them what the company offers. The contemporary marketing
approach focuses on the customer and needs for products and services.
This theory is based on the importance of traditional marketing orientation
versus customer orientation. They use different tactics and strategies to build
relationships with their clients and targeted audiences.

Contemporary approaches to Marketing includes the following;

Relationship marketing
Industrial marketing
Social marketing

Relationship marketing
Is a strategy that helps brands develop strong and long-term customer
relationships. It is important to maintain and build relationships with
customers and other brands today which is good for brands because it
helps them understand their customers in the long run.

Industrial marketing
Also known as B2B or business-to-business marketing. It is a branch of
marketing where a company sells or markets its goods and services to
another company, instead of the customer base. Brands focus on industrial
customers in this type of marketing. Long-term relationships can be created
if industrial customers are sufficiently satisfied. However, the total number of
corporate buyers will be smaller than the number of customers' buyers.

Social marketing
It is a marketing approach aimed at bringing any social change. It
combines marketing theory and strategy with other programs to achieve
social change. Social marketing is designed to benefit different individuals
and communities in society. It is different from social media marketing in any
way. This approach focuses on changing human behavior. It serves the
welfare of people and helps brands create a positive image in the eyes of
their customers to form long-term relationships.

Contemporary approaches followed by organizations:

Cause Marketing – This is the type of marketing in which a company and
charity work together to promote awareness for a good reason. If the
campaign is successful, it can help increase the business value of the
company.

Event marketing –This is a type of marketing in which marketers are

running promotional events and promoting their products and services at
these events. This involves face-to-face contact and helps increase brand
credibility.
Green marketing – It is the practice of marketing in which the services and
goods are marketed for their environmental benefits. Research has shown
that the customers are willing to pay extra for products from companies that
are concerned about the environment and committed to sustainable
development.
C. Engagement Activity 3: Compare and Contrast
Pakikipagpalihan
25 mins Directions: Using the diagram below, compare and contrast traditional vs.
contemporary approaches in the marketing of a personal hygiene product
you are using. (ex. product concept vs. relationship marketing of a
particular facial soap). Explain which approach is better to use and why?

Which approach is better? Why?_________________________________________

__________________________________________________________________________
__________________________________________________________________________

D. Assimilation For our recap: Discuss the two approaches to marketing?

Paglalapat
25 mins Activity 4: Launch a Business
Directions: Create a hypothetical product or service and prepare its launch
campaign. You can choose from traditional or contemporary approaches.
Devise how it can cause leads and attract customers.

V. ASSESSMENT Activity 5: Matching Type

(Learning Activity Sheets for 10 mins Direction: Match the Marketing Approaches in Column I with its description
Enrichment, Remediation or
Assessment to be given on Weeks
in Column II. Write the letter in your notebook.
3 and 6) An approach focuses on the
1 client, relationships, and well- A Selling Concept
being of the society.
It is the type of marketing in
2 which a company and charity B Cause Marketing
work together to promote
awareness for a good reason.
3 It emphasizes strong sales and C Event Marketing
promotion efforts.
4 An approach aimed at D Industrial Marketing
bringing any social change.
It is a strategy that helps
5 brands develop strong and E Contemporary
long-term customer Marketing
relationships. Approach
It is the practice of marketing
6 in which the services and F Traditional
goods are marketed from their Marketing
environmental benefits. Approach
It is a type of marketing in
which marketers are running Relationship
7 promotional events and G Marketing
promoting their products and
services at these events.
8 Also known as B2B or business- H Product Concept
to-business marketing.
An approach focused on
9 production methods, product I Social Marketing
quality and
A concept which assumes that J Green Marketing
10 customers will always choose
products of high quality.
VI. REFLECTION In your notebook, write your insight about the lesson using the prompts
5 mins below:
I understand that ________________________________________________.
I realize that _____________________________________________________.
I need to learn more about ______________________________________.

Prepared by: Checked by: Dr. Josephine P. Canlas, Adora G. del Mundo,
Ma. Cristina F. Pabalate, SDO Imus City Jeramie [Link]