A presentation of the characteristics of marketing.

1. PRINCIPLES OF

2. CHAPTER 1
MARKETING PRINCIPLES AND STRATEGIES
Lesson 3:
Contemporary Approaches
to Marketing

3. Not-For-Profit Organization Marketing
A not-for-profit organization is a type of organization that does not aim for earning profit for its
owners. The money earned by not-for-profit organization is allocated for pursuing the organization’s
objectives.

4. Characteristics of a not-for-profit organization
Generate as
much revenue
as possible to
support their
causes
Compete
with other
organization
s for donors’
pesos
Often
possess
some
degree
or
monopoly
power in a
given
geographic
area
Market to
multiple
publics

5. PERSON
MARKETING
Person marketing entails
endeavors aimed at
cultivating the attention,
interest and preferences
of a target market
toward a celebrity or
authority figure.

6. PLACE
MARKETING
Place marketing or place
branding attempts to exert a
pull customers to particular
areas. Place marketing is
used to attract tourist and
showcase the beautiful
spots in different cities,
provinces, and regions.
Place marketing is also
used to promote sites that
can be a nice choice for
putting up a business.

7. CAUSE
MARKETING
Cause marketing is the
recognition and marketing
of a social issue, cause or
idea to the target markets.
Cause marketing increases
the awareness of issues
such as literacy, physical
fitness, child obesity, and
environmental protection,
elimination of birth defects,
child-abuse prevention and
preventing drunk-driving.

8. There are some guidelines to consider before
creating a cause marketing campaign.
UNDERSTAND
MARKETING
before a firm create a cause
marketing, it needs to
understand first the
essential
elements of marketing to
its
specific target audience.
MAINTAIN
TRANSPARENCY
if the firm wants
consumers to join its
cause, it has to make it
easy and transparent for
them to do so.
THINK
MAINSTREAM
the majority of the firm’s
patron should support the
effort of its supporting.
SUPPORT REPUTATION
CAUSES
Support reputable causes – if the
companyis going to give large amounts
of money, resources or time to a
philanthropic cause, it must first do its
homework. The organization must
choose the right charity to give help to
and check its every detail.
»
STAY
CONSISTENT
it is best for the company if it is
going to be generous in one
charity for long time to be
predictable in the eyes of the
consumers.

9. is the sport, culture and charity activities to
selected target markets. it consists of
different sponsors from different companies
to support such activities and also serves
as public awareness.

10. Essential features of event marketing:
1. Wide range of events – event marketing
encompasses a wide range of event types:
a.Mega events and local events,
b.Exhibitions,
c.Trade shows,
d. Publicity stunts,
e.Themed and created events,
f. Corporate entertainment,
g.Award ceremonies.

11. 2.Goal oriented
3. Effective promotion and communication – it is important to
get the message to the target audience clearly.
4.Proper evaluation – it is necessary for the team to be able
to evaluate the event/project to be more effective and
efficient the next time.
5.Feedback from clients
6.Location – this is the most important aspect as the location
of the event should be accessible and should be near
important areas.

12. Green marketing refers to the process of selling products and/or services based on their
environmental benefits. Company are selling products and/or services by first promoting
its benefit that is environmental friendly or produced in an environmentally friendly way.

13. For green marketing to be effective, there are three things that needs to be
done:
1.Being genuine
a. The company is actually doing what it claims to be doing in its green
marketing campaign and
b. The rest of the business policies are consistent with whatever the firm is
doing that’s environmentally friendly.
2.Educating the customers isn’t just a matter of letting people know that the company
is doing whatever its doing to protect the environment, but also a matter of letting
them know why it matters.
3.Giving customers an opportunity to participate means personalizing the benefits of
the company’s environmentally friendly actions, normally through letting the
customer take part in positive environmental action.

14. THANK YOU!