Republic of the Philippines

Department of Education
REGION VII – CENTRAL VISAYAS
Schools Division of Cebu Province
SELF LEARNING HOME TASK (SLHT)

Subject: Principles of Marketing Grade Level: 11 Quarter: 3 Week: 3

MELC: define “relationship marketing”
Competency Code: ABM_PM11-Icd-5
Learning Objectives
Knowledge : define relationship marketing
Skill : enumerate the levels of relationship marketing
Attitude : establish a better understanding on how relationship marketing can help the
business to grow.

Name: __________________________ ________ Section: _______________ Date: __________

School: _______________________________________________ District: ______________

A. Readings/Discussions:

What Do We Get When We Connect to Each Other?

Source: https://medium.com/swlh/7-key-principles-of-relationship-marketing-46b8233bf456

These are Sarah and Michael. Sarah sells a happy pill and Michael is her customer for almost
3 years now. Michael had a seller before with a poor customer service. So, he looked for
another seller and that’s when he met Sarah. Her customer service is excellent and aside from
that, she treats her customers as her friends. Because of that, Michael stays as her customer
and even refers her happy pill to his friends. Sarah is happy for she has a lot of buyers now
while Michael is satisfied to the product and the customer service that he gets from Sarah.

Questions:
1. What kind of a seller is Sarah?
2. What type of a buyer is Michael?
3. What does Sarah get when she connects to his customer?

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4. Why is it important to build a relationship with your customer?
A good relationship with loyal customers is worth a fortune. That’s the most valuable thing any
business can have. The key here is to build connection to your customers that’s why you need
to understand the relationship marketing to be able to apply it to your future marketing career.
So, let’s start!

Relationship Marketing Defined

Relationship marketing is the process of building and maintaining profitable customer

relationships by delivering superior customer value and satisfaction, thus ensuring brand loyalty.
When customers are satisfied, it is more likely that they will become loyal customers because
they will keep on patronizing the brand.

Relationship marketing is a form of marketing developed from direct response marketing

campaigns that emphasizes customer retention and satisfaction rather than sales transactions.
It differentiates from other forms of marketing in that it recognizes the long-term value of
customer relationships and extends communication beyond intrusive advertising and sales
promotional messages. With the growth of the Internet and mobile platforms, relationship
marketing has continued to evolve as technology opens more collaborative and social
communication channels such as tools for managing relationships with customers that go
beyond demographics and customer service data collection. Relationship marketing extends to
include inbound marketing, a combination of search optimization and strategic content, public
relations, social media and application development.

A key factor in relationship marketing is customer loyalty (also known as brand loyalty). This
arises when a customer has had several positive experiences with a company’s products and
services and thus, is motivated to continue to support the company and patronize its products
and services. Customer loyalty tends to persist despite the actions of the company or changes
to the business environment.

Levels of Relationship Marketing

Customer loyalty is founded on excellent customer services. The five levels of relationship
marketing define the levels of interaction between the customer and the company. It is also a
guide in improving customer satisfaction.

1. Basic marketing. This is also called “direct sales” and it is the most basic level of interaction
between the company and the customer. In basic marketing, a
salesperson takes charge of selling the products or services to consumers.

2. Reactive marketing. The transactions move to a higher level because the sales person tells
the customer that he or she can be contacted to answer any inquiry
about the product or service.

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3. Accountable marketing. In this level, the salesperson voluntarily contacts the customer to
ensure that the product is in perfect condition and asks if it met the
latter’s expectations. Also, the salesperson encourages the
customer to provide suggestions on how to improve the product or
service.

4. Proactive marketing. The company works closely with a group of regular customers who
provide constructive feedback for the improvement of the
improvement of the product or service. This group also helps in the
development of new products or services.

5. Partnership marketing. In the final level, the company has already built a loyal group of
customers who can help in improving its performance and offerings.

B. Exercises:
Exercise 1. CONCEPT MAPPING
Directions: Define relationship marketing by creating a concept map. (30 points)

Description

Description
Relationship
Description
Marketing

Description Description

Short
explanation

Rubrics for Concept Map Making

CATEGORY EXCEEDS EXPECTATION MEETS EXPECTATION BELOW EXPECTATION

(10 points) (9 points) (8 points)

Content Content is accurate and Content is somewhat Content is less accurate

precise. accurate and precise. and precise.

Craftsmanship Work done with exceptional Work done with minimal Work done with no care
care and attention to detail and care and attention to or attention to detail or
neatness detail and neatness neatness.

Effort Work shows exceptional effort, Work shows basic effort, Work shows a lack of
planning and pride planning and pride. effort, planning and pride.

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 Exercise 2. COLUMN CHART
Directions: Enumerate and discuss each levels of relationship marketing by creating a
column chart. (35 points)

Levels of Relationship Marketing

Short Description: (5 points)

Name of the Name of the Name of the Name of the Name of the
level level level level level

(1 point) (1 point) (1 point) (1 point) (1 point)

Brief Brief Brief Brief Brief

Explanation: Explanation: Explanation: Explanation: Explanation:

(5 points) (5 points) (5 points) (5 points) (5 points)

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C. Assessment/Application/Outputs

MARKETING DAY
Directions: Read the instructions below and answer the questions that follow. (25 points)

Pick an establishment in your municipality, describe its relationship marketing and

determine its level of relationship marketing.

Name of the (2 points)

business
establishment

Describe its (5 points)

relationship
marketing

Determine its level (8 points)

of relationship
marketing. Justify
by giving examples.

Explain the (10 points)

importance of
relationship
marketing in the
business.

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D. Suggested Enrichment / Reinforcement Activity

Directions: Complete the sentence.

In today’s activity, I have learned about _________________________________________

_________________________________________________________________________

_________________________________________________________________________

_________________________________________________________________________

_________________________________________________________________________.

These learnings will help me in ________________________________________________

_________________________________________________________________________

_________________________________________________________________________

_________________________________________________________________________

_________________________________________________________________________.

And because of that, I will ____________________________________________________

_________________________________________________________________________

_________________________________________________________________________

_________________________________________________________________________

_________________________________________________________________________.

Rubrics in Rating
Score

15 points 14 points 13 points

Content relates to today’s Content is somewhat relates Content does not relate to
lesson, well written and has to today’s lesson and has today’s lesson and has only
a minimum of 5 sentences. only 3 to 4 sentences. 1 to 2 sentences .

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References:

 DepEd. Kto12 MELC. Principles of Management

 Zarate, C.A. (2017). Principles of Marketing for Senior High School. C&E Publishing, Inc.
 https://medium.com/swlh/7-key-principles-of-relationship-marketing-46b8233bf456
 https://en.wikipedia.org/wiki/Relationship_marketing

Prepared by:

Jessa A. Anuada
TII-SHS, Sibonga NHS

Edited by:

Imelda V. Canoy, Ed.D.

Principal IV, Sibonga NHS

Reviewed by:

Clavel D. Salinas, Ed.D.

Division SHS Coordinator

For the Teacher:

If you see that there is missing in the lesson, please provide your class a supplementary
activity to ensure the quality of learning in every student.

For the Learner:

Read religiously. If there’s something in the lesson that makes you confused, please feel
free to contact your teacher and surely, they are willing to enlighten you.

For the Parent/Home Tutor:

Patience is a virtue. Please be patient to your children when assisting them, spare time for
them and help them manage their time. If you have concerns related to your child’s school
performance, please don’t hesitate to contact his/her adviser with kindness approach.

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