BATANGAS COLLEGE OF ARTS & SCIENCES, INC.

Banaybanay Concepcion, Lipa City, Batangas

COLLEGE DEPARTMENT
Second Semester, AY 2019-2020

SUBJECT CODE – Marketing Management (PMC-MMMarkMan)

NUMBER
TOPIC/CONTENT of LEARNING ACTIVITIES REQUIRED OUTPUT
HOURS

Understanding the 3 Read Unit 2, pages 32-55, of the main reference e-book. In the Send me through a private
Marketplace and process, you should be able to: chat message your answer to
Consumers 2 of the given questions.
➢ identify the components of the marketing environment
➢ discuss the procedure of environmental scanning 1. A bank wants to know
➢ identify the constituents to micro and macro environment what its customers think
➢ explain the concept of Management Information Systems about its customer service
➢ realize how MIS helps in gaining consumer insight and waiting line
➢ discuss the marketing research process management. Discuss
each step that the bank
Key Unit Takeaways: would have to undertake
to ascertain the same
✓ The ultimate purpose of the environmental analysis is to facilitate (research process) in brief.
the firm’s strategic response to the environmental changes. The
firm can attain its objective with strategic planning in order to 2. Determine the important
cash in on environmental opportunities. consideration that a
manager should keep in
✓ There are two types of environmental forces, which influence an mind about competitive
organization’s marketing activities. Some of these forces are intelligence.
external to the firm and the organization has little control over
them. Economic environment determines the strength and size of 3. Determine the three R’s of
the market. marketing. How are they
important from marketer’s
point of view?

PMC-MMMarkman-MODULE 1 Page 1 of 6
 ✓ The purchasing power in an economy depends on current income,
prices, savings, circulation of money, debt and credit availability. 4. Explain the importance of
Income distribution pattern determines the marketing marketing research in the
possibilities. present day marketing.
Give relevant examples to
✓ Technology has changed the way people communicate with the support it.
advent of Internet and telecommunication system, and with the
revolution in communications have come new ways of doing 5. Suppose a company wants
business. to start newspaper
printing and distribution.
✓ Public constitute a major force in the micro environment and What kinds of market
marketers have to very carefully study their opinion, values, research will they be in
beliefs and attitudes in order to design a proper marketing need? What will be the
strategy for goods carefully tailored to meet the needs of the market research
target consumer segment. procedure they would
need to follow?
✓ Other techniques to analyze the market place include consumer
analysis, market analysis, competitor analysis and company
analysis.

✓ A database refers to the collection of comprehensive information

about customers and prospects such as demographic and
psychographic profiles, products and services they buy, and
purchase volumes, etc., arranged in a manner that is available for
easy access and retrieval. Internal database is the most basic
starting point in developing a strong MIS.

✓ Census Bureau is one key source of information regarding various

demographic variables. Internet is a source of extensive data on
almost any subject. Different types of published data, research
findings, statistics, and figures are available either free or on
payment.

✓ The research process includes a series of steps, which the

researcher has to undertake. The research design is selected
depending on the purpose of study. For all descriptive
information, quantitative research designs are helpful and if the

PMC-MMMarkman-MODULE 1 Page 2 of 6
 purpose is to generate new ideas, then qualitative research
techniques can be used.

Key Concepts:

✓ CUSTOMER ANALYSIS: It involves Collection and evaluation of

data associated with customer needs and market trends, through
customer focus groups, customer satisfaction measurement etc.

✓ DATABASE: It is the collection of data arranged for ease and

speed of search and retrieval.

✓ DATA MINING: It is sorting through data to identify patterns and

establish relationships.

✓ DATA WAREHOUSING: It is termed as a subject-oriented,

integrated, time-variant and non-volatile collection of data in
support of management’s decision making process.

✓ ENVIRONMENT ANALYSIS: It is Evaluation of the possible or

probable effects of external forces and conditions on an
organization’s survival and growth strategies.

✓ MACRO ENVIRONMENT: It involves the Factors that influence a

company’s or product’s development but that are outside of the
company’s control.

✓ MICRO ENVIRONMENT: This is also known as the task

environment and affects business and marketing at the daily
operating level.

✓ MIS: It refers to a program for managing and organizing

information gathered by an organization from various internal and
external sources.

3 Read Unit 3, pages 65-77, of the main reference e-book. In the process, Answer each of the questions
you should be able to: using an infographic. Submit

PMC-MMMarkman-MODULE 1 Page 3 of 6
 Consumer Markets and via private chat message or via
Consumer Buying ➢ identify different types of consumer markets email –
Behavior ➢ describe different types of consumers and their behavior rpsalazaracadbcas@gmail.com
➢ define consumer behavior and state its features
➢ discuss the consumer decision making process Discuss any two situations that
➢ explain the factors that affect consumer’s behavior show the influence of
culture/sub-culture on
Key Unit Takeaways: consumer purchase behavior.
✓ Consumer Behavior is the study of why, how, what, where, and
how often do consumers buy and consume different products and Do you think that changing
services. It tries to understand the process followed by consumers status of women in society has
in making product and brand choices. brought about changes in the
family decision process?
✓ The consumers follow a decision process characterized by Substantiate your answer.
problem recognition, information search, alternative evaluation,
purchase decision and post-purchase behavior. Consumers also
play various roles in the purchase process, namely the role of
initiator, influencer, gate-keeper, decider, buyer, user, preparer,
maintainer and disposer in the context of a purchase decision.

✓ An individual consumer’s decision to purchase a product is

influenced by a number of variables, which can be classified into
four categories, namely cultural, social, personal, and
psychological factors.

✓ Cultural factors have a broader consumption context through

which the consumer learns the significance of consumption.

✓ Sub culture, social class, nationality and religion are some of the
cultural issues influencing the decision making process. The social
factors include family, reference group, roles and status of
individual customer in influencing his consumption behavior.
Consumers differ from one another in terms of their sex, age,
education, income, family life-cycle stage, personality and lifestyle
and other personal characteristics, which influence their buying
behavior.

PMC-MMMarkman-MODULE 1 Page 4 of 6
 ✓ The needs of elderly consumers are different from those of young
consumers. Newly married couples have needs, which are totally
different from older retired married couples.

✓ Understanding the consumer behavior of the target market is the

essential task of marketing managers. Consumers differ
fundamentally in income, education level, taste and age. In the
past marketers had close and direct contact with the consumers,
which enabled them to understand consumers.

✓ Consumer is the king around whom the entire system of

marketing revolves. If anybody makes the marketing program
ignoring the consumer preferences, he probably will not achieve
his ultimate objective.

✓ Therefore, the marketer must know more and more about the
consumer so that the products can be produced in such a fashion
as to give satisfaction to them. The government also plays a vital
role in protecting the interest and rights of the consumers.

Key Concepts

✓ CONSUMER BEHAVIOR: It involves the act of ‘Individuals which

are directly involved in making decisions to spend their available
resources in obtaining and using goods and services.

✓ CULTURE: It is the wholesome way of consumers and explains

his mosaic of living. It is a way of living that distinguishes a group
of people from others. Culture is learned and transmitted from
one generation to another.

✓ LIFESTYLE: A person’s activities, interests, attitudes, opinions,

values and behavior patterns in explaining his way of living.

✓ MOTIVE: A need sufficiently stimulated to move an individual to

seek satisfaction

PMC-MMMarkman-MODULE 1 Page 5 of 6
 ✓ PERSONALITY: The person’s distinguishing psychological
characteristics that lead to relatively consistent responses to his
or her own environment.

✓ PHYSIOLOGICAL NEEDS: These are the innate (i.e. biogenic

needs) needs for food, water, clothing and shelter and are also
known as primary needs. Primary Groups: It is the group which
interacts regularly and informally.

✓ REFERENCE GROUPS: It is the Groups of people who interact

formally or informally influencing (direct or indirect) each others’
attitudes and behavior.

✓ SECONDARY GROUPS: It is the group which Interacts

occasionally and formally.

Prepared by:

ROWENA P. SALAZAR, MAEd

Instructor

Checked by:

JOHN ANTHONCY C. LAJARA, MAEd

College Coordinator

Noted by:

RENIE M. DE CASTRO, PhD

Dean

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