Republic of the Philippines

Department of Education
Region VII, Central Visayas
Division of Bohol

PRINCIPLES OF
MARKETING
QUARTER 1
ACTIVITY SHEETS
S.Y.2020-2021

Writer:
Zita M. Taguba

Editor:
Alger Muring
 Republic of the Philippines
Department of Education
Region VII, Central Visayas
Division of Bohol

SUMMARY OF COMPETENCIES
PRINCIPLES OF MARKETING 11
QUARTER 1

No. of Total No. of

Wee
Learning Competency Days Competencies
k No.
Taught
Define and understand marketing, principles, goals, and
1-2 8 1
approaches
Define “relationship marketing”
3-5 12 2
Explain the value of customers
Distinguish between strategic and marketing planning in
terms of objectives and processes
Analyze the elements of macro- and micro-environment
and their influence to marketing planning
Define marketing research, its importance to a business
enterprise and identify the steps in marketing research
6-9 16 6
Differentiate the buying behavior and decision making of
individual/ household customer versus the business
(organizational) customer
Identify and segment market for a product or service
Select the appropriate target market segment and its
positioning
Total 36 9
 Republic of the Philippines
Department of Education
Region VII, Central Visayas
Division of Bohol

Principles of Marketing 11
First Quarter, Week 1 – Day 1

Name : ______________________________________ Score : __________

Grade : _____________ Section: __________

Competency: Define and understand marketing Principles, Goals and

Approaches
Objective: To define and understand marketing.
Topic: Marketing Principles
Materials: Learning Activity Sheets
References: Quexbook - Principles of Marketing, Chapter 1, 1.1
http://online.wvstateu.edu/news/business/principles-of-
marketing
http://www.cleverism.com/understanding-marketing-mix-
concept-4ps/
Copyright: For classroom use only
Pending for approval

Concept Notes:

Marketing - defined by the American Marketing Association (AMA) as “the activity,

set of institutions, and processes for creating, communicating, delivering, and
exchanging offerings that have value for customers, clients, and society at large”.
The process for marketing revolves around the following questions:
 “What needs, wants, or demands should we satisfy?”
 “What customers will we serve?”
 “How can we best serve our target market?”
Important marketing concepts are as follows:
a. Needs are the basic human requirements (i.e. food, clothing, shelter, and
safety as physical needs; social needs for belongingness and affection; and
individual needs for knowledge and self-expression).
b. Wants are the desires shaped by culture, the environment, and influenced by
others.
c. Demands are the actions taken by the market in response to their wants.
This is usually a want backed up by the willingness and capacity to purchase.
Companies decide to satisfy a need and a want to obtain a desired objective from a
target market. In this case, marketing occurs through an exchange wherein
companies create value for buyers or consumers while gaining value from them. The
exchange, however, is not limited to buying or trading.
Common definition of a market - the place where buyers and sellers physically
gather to exchange goods and services
In marketing, market refers to the various groupings of buyers/consumers or
organizations that will benefit, may find value, and may have the ability and
willingness to purchase a particular offering.

Exercise 1
Identification. Write your answers on the space provided.
________1. It describes a person’s basic human requirements essential to everyday life.
________2. These are the actions taken by the market in response to their wants.
________3. It is defined as “the activity, set of institutions, and processes for creating,
communicating, delivering, and exchanging offerings that have value for customers,
clients, and society at large”.

Exercise 2
Modified true or false. Write T if the statement is true, F if it is false and underline the
word(s) that make(s) the statement false.
________1. Exchange is a driver that pushes companies to satisfy the needs and wants
of a target market.
________2. Marketer is also known as group of buyers or consumers.
Principles of Marketing 11
Week 1 Day 2

Objective: To define and understand marketing principles.

Concept Notes

FOUR PRINCIPLES OF MARKETING

Principle 1: Product
- Good or service provided to meet a specific customer’s need.
- Examples of a product may range from goods such as food and clothing
- Example of service is a saloon service or piano lessons.

Principle 2: Price
- The amount of money given or set as consideration for the sales of a
specified product or service.
- Several factors of price:
o Cost of production
o customer demographics
o product demand
o brand image and history

Principle 3: Place
- The point of sale.
- It focuses on
o Where the business is located
o Where the target market is place
o How best to connect these two (business location and target market)
o How to store goods temporarily
o How to eventually transport the goods

Principle 4: Promotion
- Encompasses marketing communication strategies and techniques, such as
advertising, sales promotions, special offers and public relations.
- Promotion is how companies communicate their product to consumers.
- Examples of promotion
o Holiday sale
o Buy one take one
o Giving of brochures/leaflets and others
o TV, radio and magazine advertisements

Exercise 1
Identification. Write your answers on the space provided.
___________1. One example of this principle in marketing is buy one take one.
___________2. It is anything that can be offered to a market to satisfy the desire or need
of a customer.
___________3. It is the ideal location of a business.
Exercise 2
Modified true or false. Write T if the statement is true, F if it is false and underline the
word(s) that make(s) the statement false.
________1. An expensive product is a profitable product.
________2. Promoting a product in marketing is limited only in printed materials, such
as leaflets, brochures, newspaper advertisement.
Principles of Marketing 11
Week 1 Day 3

Objective: To define and understand entities that companies usually

market.

Concept Notes

Ten (10) types of entities that companies usually market.

1. Goods
- Consumer and producer goods make up this entity.
- Consumer goods are the food, clothing, machines, etc. that satisfy human
wants and needs.
- Producer goods are the raw materials, tools and the like essential to the
production of consumer goods.
2. Services
- These refer to work offered by barbers and beauticians, accountants,
lawyers, doctors, programmers, and many others to its customers.
3. Events
- These are usually time-based in nature, which include major trade shows,
performances, anniversaries, global sporting events and the like.
4. Experiences
- Companies market the encounter or the feeling that customers will get from
availing its products and services such as Disneyland being marketed as a
happy land along with its tag line “The Happiest Place on Earth”.
5. Persons
- Persons can also be marketed based on their expertise, talent, qualities, or
capabilities. Celebrities, artists, musicians, doctors, lawyers, athletes, and
many more.
6. Places
- Places are marketed to attract tourists, residents and basically people.
Companies usually create unique associations to places to be more effective
and consistent. An example would be Tagbilaran City, “The City of
Friendship”.
7. Properties
- The right to ownership of tangible and intangible belongings or possessions
is also marketed to persons or entities. The most common examples are real-
estates and financial properties (stocks and bonds). 
8. Organizations
- Organizations also require the need for marketing to have a strong,
favorable, and consistent image in the minds of the public.
9. Information
- Some companies market the production, packaging, and distribution of facts
or knowledge as an offering for customers. An example would be the health
care information marketed by medical diagnostic facilities.
10. Ideas
- These are the thoughts or notions that companies would want to convey to
the market. Doing so is also a way to distinguish itself among competitors.

Exercise 1
Identification. Write your answers on the space provided.
___________1. These require the need for marketing to have a strong, favorable, and
consistent image in the minds of the public.
___________2. These are goods that are essential to the production of consumer goods.
___________3. These can be marketed based on the feeling that customers will get from
availing its products and services
Exercise 2
Modified true or false. Write T if the statement is true, F if it is false and underline the
word(s) that make(s) the statement false.
_____1. House and lot is an example of a property.
_____2. In marketing a service, the company should focus on the expertise and talent
of their employees.
Principles of Marketing 11
Week 1 Day 4

Objective: To define and understand customer markets and types of

segmenting the market.

Concept Notes

4 Types of customer markets:

1. Consumer markets consist of end users and consumers who purchase
products for own consumption.
2. Business markets consist of business and other entities that usually
purchase raw materials and other resources for the purpose of reselling and
for its own operation.
3. Global markets have a global scope and a wider reach in terms of the
market they target.
4. Nonprofit and governmental markets have limited purchasing power and
most buyers are practical. This market’s purpose for availing products and
services are not solely for commercial purposes.

There are four (4) different types of segmenting the market.

1. Psychographic segmentation
- Market is divided based on people’s activities, lifestyles, interests,
opinions, and social standing.
2. Demographic segmentation
- Marketers divide the population based on all the composition of human
population using the variables such as age, life cycle stages, gender,
income, family size, occupation, religion, race and nationality.
3. Behavioral segmentation
- Marketers divide the population based on their behavior, usage, and
decision making pattern.
4. Geographic segmentation
- This type of segmentation divides people based on geography or location.

Exercise 1
Identification. Write your answers on the space provided.
_____________1. What do you call a type of customer market wherein companies buy
goods to make or resell a product to others at a profit?
_____________2. This type of segmentation divides people based on their location.
_____________3. In this type of segmentation, marketers divide the population based on
all the composition of human population.

Exercise 2
Modified true or false. Write T if the statement is true, F if it is false and underline the
word(s) that make(s) the statement false.
_____________1. Consumer markets purpose for availing products and services are not
solely for commercial purposes but it is for their own consumption.
_____________2. Nonprofit and governmental markets purpose for availing products
and services are for charities.