BATANGAS COLLEGE OF ARTS & SCIENCES, INC.

Banaybanay Concepcion, Lipa City, Batangas

COLLEGE DEPARTMENT
Second Semester, AY 2019-2020

SUBJECT CODE – Marketing Management (PMC-MMMarkMan)

LEARNING MODULE 2

NUMBER
TOPIC/CONTENT of LEARNING ACTIVITIES REQUIRED OUTPUT
HOURS
Business Markets and
Business Buyer 3 Read Unit 4, pages 87-101, of the main reference e-book. In the Read the case study titled
Behavior process, you should be able to: Excel Mounts on page 102.
4.1 Business-to-
Business Market: ➢ recognize organizational buyer characteristics Answer the given question
Classification of ➢ identify the purchase and demand patterns of organizations using a PowerPoint
Business Customers ➢ discuss the factors affecting organizational buying behavior presentation. Limit your
4.1.1 Traders ➢ summarize the organizational buying decision process presentation to a minimum of
4.1.2 Manufacturers ➢ classify the organizational buying roles 10 and a maximum of 15 slides
4.1.3 Service Buyers with 28 font size for text
4.1.4 Systems Buyers Key Unit Takeaways: content. Limit text content to
a most 3lines on a slide.
4.2 Business Buyer ✓ Business buying refers to decision-making process by which
Characteristics organizations establish the need for purchased products and Send the presentation file
services, and identify, evaluate, and choose among alternative privately to your teacher. Use
4.3 Purchase and brands and supplies. this filename format for the
Demand Patterns presentation.
✓ Organizational purchases are described as “rational” or
4.3.1 Decision “economic.” Organizations are large and complex entities and Your Name – Module 2 Case
Approach and develop preferences, memories, and behaviors through Study Presentation
Purchase Patterns perceptions, information processing, and experience. The culture
4.3.2 Market Structure prevailing in an organization determines relatively stable patterns Example: Rowena P. Salazar –
and Pattern of Demand of behaviors over time and across situations. Module 2 Case Study
Presentation

PMC-MMMarkman-MODULE 2 Page 1 of 4
 4.4 Factors Influencing ✓ Some organizations are more formal and some other may be
Organisational Buyer more open and informal. These differences influence the buying *** Expect online presentation
Behaviour behavior and supplier firms must understand these differences to to the class based on agreed
4.4.1 Organisational best serve the concerned organization’s needs. schedule.
Culture
4.4.2 External ✓ The organizational buying process involves problem recognition,
Influences on Culture information search, evaluation of alternatives and selection, final
4.4.3 Internal purchase, and the post-purchase evaluation is formal and
Influences on Culture extensive.
4.4.4 Types of Decision
Situations ✓ Purchase is more important and the terms and conditions agreed
upon between buyers and suppliers are more important than in
4.5 Organisational case of personal consumers.
Buyer Decision Process
4.5.1 Problem Key Concepts:
Recognition
4.5.2 Product ✓ Buying Centers: Group of individuals, potentially from any level
Specification within an organization, either contributing towards or taking
4.5.3 Product and direct responsibility for organizational purchasing decisions
Vendor Search
4.5.4 Product and ✓ Derived Demand: Demand for one good or service occurs as a
Vendor Evaluation result of demand for another.
4.5.5 Product and
Vendor Selection ✓ Gatekeepers: People in the organization who have the power to
4.5.6 Performance prevent sellers or information from reaching the members of
Evaluation buying centers

4.6 Organisational ✓ Inelastic Demand: Situation where the demand for a product does
Buying Roles not increase or decrease correspondingly with a fall or rise in its
price.

✓ Modified Re-buy: Situation in which an organization buys goods

that have been purchased previously but changes either the
supplier or some other element of the previous order

✓ Straight Re-buy: A purchase in which the organization buys the

same goods in the same quantity on the same terms from the
same supplier

PMC-MMMarkman-MODULE 2 Page 2 of 4
 Designing a Customer- 3 Read Unit 5, pages 105-126, of the main reference e-book. In the Answer each question using
Driven Strategy and process, you should be able to: Microsoft Word application.
Mix: Creating Value Save the file using filename in
for Target Customer ➢ list the requisites for effective segmentation this format:
1.1 Requirements for ➢ discuss the bases for segmentation
Effective ➢ explain the market targeting strategies Your Name-Module 2 Task
Segmentation ➢ discuss the positioning strategy and state the positioning
approaches Ex. Rowena P. Salazar-Module
5.2 Bases for ➢ identify the tools for differentiation 2 Task
Segmentation ➢ connect the marketing strategy and marketing mix
5.2.1 Geographic 1. Suppose you are
Segmentation Key Unit Takeaways: going to start a fast
5.2.2 Demographic food retailing
Segmentation ✓ Market segmentation seeks to carve out a homogenous market business. How would
5.2.3 Psychographic out of a large, heterogeneous market. There are a few common you segment the
Segmentation bases, which are used in segmentation e.g. demographic, market and which
5.2.4 Behaviouristic economic, psychographics etc. markets will you
Segmentation target?
5.2.5 Benefit ✓ Segmentation is advantageous to marketers in many ways.
Segmentation Instead of spending all marketing resources on a heterogeneous 2. You are the marketing
5.2.6 Demographic- market where customers have varied characteristics and manager of a large
psychographics response patterns, segmentation guides marketing managers to discount store. How
Segmentation (Hybrid identify who are the likely buyers and to spend the resources on would you position
Approach) these buyers to achieve a time-based result. your store in the
5.2.7 Geo-demographic market? Discuss your
Segmentation (Hybrid ✓ Marketers use three strategic options in target marketing. They positioning strategies.
Approach) are undifferentiated marketing, differentiated marketing and
concentrated marketing. In undifferentiated marketing strategy,
5.3 Targeting the same marketing program is offered to everyone regardless of
Marketing Segments their differences.

5.4 Positioning ✓ Positioning is a very important concept in modern marketing. It

5.4.1 Positioning Maps is the decision by a marketer to try to achieve a well-defined and
5.4.2 Positioning differentiated brand image relative to competition in a targeted
Strategy market segment.
5.4.3 Positioning
Approaches

PMC-MMMarkman-MODULE 2 Page 3 of 4
 5.4.4 Repositioning
5.4.5 Positioning Errors
5.5 Differentiation
5.5.1 Criteria for
Differentiation Key Concepts
5.5.2 Tools for
Differentiation
5.6 Application of
Marketing Mix Strategic
Perspective
Prepared by:
ROWENA P. SALAZAR, MAEd
Instructor
PMC-MMMarkman-MODULE 2
✓ Marketing mix is a tool that assists in defining a marketing
strategy for the product or service. Marketing Strategy and
Marketing Mix are closely related to each other. Proper marketing
mix analysis is very important for implementation of your
marketing plan to achieve the business goals.
✓ Behavioral Segmentation: Market segmentation based on
consumer’s product related behavior; typically the benefits
desired from a product.
✓ Demography: The statistical study of human population and its
distribution.
✓ Market Targeting: The Process of segmenting, targeting and
positioning an offer in the market.
✓ Positioning: Process by which marketers try to create an image
or identity in the minds of their target market for its company,
product & services and brands.
✓ Psychographics: It is the science of using psychology and
demographics to study the lifestyle patterns of consumers.
✓ Segmentation: The process of segregating a heterogeneous
market into a set of homogeneous groups of customers.
✓ Target market: It is a group of customers that the business has
decided to aim its marketing efforts and ultimately its
merchandise.
Checked by: Noted by:
JOHN ANTHONCY C. LAJARA, MAEd RENIE M. DE CASTRO, PhD
College Coordinator Dean
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