Republic of the Philippines

DEPARTMENT OF EDUCATION
Region I
Schools Division of Pangasinan II
PANGANIBAN NATIONAL HIGH SCHOOL
Tayug

LEARNING MATERIAL
ENTREPRENEURSHIP
QUARTER 3, WEEKS 6-8

MELCs: Recognize the importance of marketing mix in the development of

marketing strategy
Describe the Marketing Mix (7Ps) in relation to the business
opportunity vis-à-vis: product, place, price, promotion,
people, packaging, and positioning
Develop a brand name

K to 12 BEC CG: TLE_ICTAN11/12EM-Ia-1

Prepared by:

RANDY S. GARCIA
SHS Teacher III

Content Evaluated by: Language Evaluated by:

AMALYN B. MACUSI CHRISTOPHER M. RABARA

Teacher III Teacher III

Reviewed by:

REBECCA C. CABIENTE JANET V. CABIENTE

Master Teacher I Principal II
General Instruction: Read the lesson and answer the activity sheets that follow.

Lesson 4: MARKETING MIX AND BRAND NAME

What is a Marketing Mix?

Marketing mix is a set of actions a business takes to build and market its product or service to
its customers. It helps to make sure that you are able to offer your customers the right
product, at the right time and at the right place for the right price.

The marketing mix is a significant tool for creating the right marketing strategy and its
implementation through effective tactics. The assessment of the roles of your product,
promotion, price, and place plays a vital part in your overall marketing approach.

The mix helps in determining which marketing strategy is right for your organization. It is the
first step before you even create your business or marketing plan. The reason is that your
marketing mix decisions also have an impact on your positioning, targeting, and
segmentation decisions.

You can make the targeting and segmentation decisions based on your products while
positioning can be decided on the basis of your price. These decisions also have an impact on
the decision you make regarding the promotion and price. Therefore, the marketing mix
strategy goes hand in hand with positioning, targeting, and segmentation.

All the elements, included in the marketing mix and the extended marketing mix, have an
interaction with one another. If you have a service or a product, then you will have to decide
on a price in order to sell it.

Importance of Marketing Mix

There are several benefits of the marketing mix that makes it important to businesses;

 Helps understand what your product or service can offer to your customers
 Helps plan a successful product offering
 Helps with planning, developing and executing effective marketing strategies
 Helps businesses make use of their strengths and avoid unnecessary costs
 Helps be proactive in the face of risks
 Help determine whether your product or service is suitable for your customers
 Helps identify and understand the requirements of customers
 Helps learn when and how to promote your product or service to your customers

What are the Elements of Marketing Mix

Developing the correct marketing mix for your product or service starts with understanding
the Ps of Marketing.

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The 4 Ps of Marketing Mix

Price: refers to the value that is put for a product. It depends on costs of production, segment
targeted, ability of the market to pay, supply - demand and a host of other direct and indirect
factors. There can be several types of pricing strategies, each tied in with an overall business
plan. Pricing can also be used a demarcation, to differentiate and enhance the image of a
product.

Product: refers to the item actually being sold. The product must deliver a minimum level of
performance; otherwise even the best work on the other elements of the marketing mix won't
do any good.

Place: refers to the point of sale. In every industry, catching the eye of the consumer and
making it easy for her to buy it is the main aim of a good distribution or 'place' strategy.
Retailers pay a premium for the right location. In fact, the mantra of a successful retail
business is 'location, location, location'.

Promotion: this refers to all the activities undertaken to make the product or service known to
the user and trade. This can include advertising, word of mouth, press reports, incentives,
commissions and awards to the trade. It can also include consumer schemes, direct
marketing, contests and prizes.

The 7 Ps of Marketing Mix

Marketing mix refers to the combination of elements that shape how a business delivers value
to its customers. These elements are called the 7Ps: Product, Price, Promotion, Place, People,
Process, and Physical evidence.

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The concept was originally introduced in 1960 as the 4Ps: Product, Price, Promotion, and
Place. But as the marketing landscape evolved, the 4Ps expanded to 7Ps, adding People,
Process, and Physical Evidence to the mix. It’s thought that the additional elements better
address modern competitive environments affected by the rise of technology and the changes
in how people communicate.

People: The employees of the business, especially everyone involved in the lifecycle of the
product itself, from conception to marketing.

Processes: The total of the business’s actions taken to deliver the product or service to
customers.

You can use process maps to map process steps and analyze them to identify where you need
to make improvements.

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Physical Evidence

Physical evidence refers to what the customers see when consuming your product or
service. This could include your branding, packaging, the physical environment where you
are selling your product etc.

Make sure that all physical aspects associated with your product or service adhere to
its values.

DEVELOP A MARKETING STRATEGY

Effective marketing starts with a considered, well-informed marketing strategy. A

good marketing strategy helps you define your vision, mission and business goals, and
outlines the steps you need to take to achieve these goals.

Your marketing strategy affects the way you run your entire business, so it should be
planned and developed in consultation with your team. It is a wide-reaching and
comprehensive strategic planning tool that:

 describes your business and its products and services

 explains the position and role of your products and services in the market
 profiles your customers and your competition
 identifies the marketing tactics you will use
 allows you to build a marketing plan and measure its effectiveness.

A marketing strategy sets the overall direction and goals for your marketing, and is
therefore different from a marketing plan, which outlines the specific actions you will take to
implement your marketing strategy. Your marketing strategy could be developed for the next
few years, while your marketing plan usually describes tactics to be achieved in the current
year.

Write a successful marketing strategy

Your well-developed marketing strategy will help you realise your business's goals
and build a strong reputation for your products. A good marketing strategy helps you target
your products and services to the people most likely to buy them. It usually involves you
creating one or two powerful ideas to raise awareness and sell your products.

Developing a marketing strategy that includes the components listed below will help
you make the most of your marketing investment, keep your marketing focused, and measure
and improve your sales results.

Identify your business goals

To develop your marketing strategy, identify your overarching business goals, so that
you can then define a set of marketing goals to support them. Your business goals might
include:

 increasing awareness of your products and services

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  selling more products from a certain supplier
 reaching a new customer segment.

When setting goals it's critical to be as targeted as possible so you can effectively
measure the outcomes against what you set out to achieve. A simple criteria for goal-setting
is the SMART method:

 Specific — state clearly what you want to achieve

 Measurable — set tangible measures so you can measure your results
 Achievable — set objectives that are within your capacity and budget
 Relevant — set objectives that will help you improve particular aspects of your
business
 Time-bound — set objectives you can achieve within the time you need them.

State your marketing goals

Define a set of specific marketing goals based on the business goals you listed above.
These goals will motivate you and your team and help you benchmark your success.

Examples of marketing goals include increased market penetration (selling more

existing products to existing customers) or market development (selling existing products to
new target markets). These marketing goals could be long-term and might take a few years to
successfully achieve. However, they should be clear and measurable and have time frames
for achievement.

Make sure your overall strategies are also practical and measurable. A good
marketing strategy will not be changed every year, but revised when your strategies have
been achieved or your marketing goals have been met. Also, you may need to amend your
strategy if your external market changes due to a new competitor or new technology, or if
your products substantially change.

Research your market

Research is an essential part of your marketing strategy. You need to gather

information about your market, such as its size, growth, social trends and demographics
(population statistics such as age, gender and family type). It is important to keep an eye on
your market so you are aware of any changes over time, so your strategy remains relevant
and targeted.

Profile your potential customers

Use your market research to develop a profile of the customers you are targeting and
identify their needs.

The profile will reveal their buying patterns, including how they buy, where they buy
and what they buy. Again, regularly review trends so you don't miss out on new opportunities
or become irrelevant with your marketing message.

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 While you try to find new customers, make sure your marketing strategy also allows
you to maintain relationships with your existing customers.

Profile your competitors

Similarly, as part of your marketing strategy you should develop a profile of your
competitors by identifying their products, supply chains, pricing and marketing tactics.

Use this to identify your competitive advantage — what sets your business apart from
your competitors. You may also want to identify the strengths and weaknesses of your own
internal processes to help improve your performance compared with your competition.

Develop strategies to support your marketing goals

List your target markets and devise a set of strategies to attract and retain them. An
example goal could be to increase young people's awareness of your products. Your
corresponding strategies could be to increase your online social media presence by posting
regular updates about your product on Twitter and Facebook; advertising in local magazines
targeted to young people; and offering discounts for students.

Use the '7 Ps of marketing'

Identify your tactical marketing mix using the 7 Ps of marketing. If you can choose the right
combination of marketing across product, price, promotion, place, people, process and
physical evidence, your marketing strategy is more likely to be a success.

Test your ideas

In deciding your tactics, do some online research, test some ideas and approaches on
your customers and your staff, and review what works. You will need to choose a number of
tactics in order to meet your customers' needs, reach the customers within your target market
and improve your sales results.

Once you've developed your marketing strategy, there is a "Seven P Formula" you
should use to continually evaluate and reevaluate your business activities. These seven are:
product, price, promotion, place, packaging, positioning and people. As products, markets,
customers and needs change rapidly, you must continually revisit these seven Ps to make sure
you're on track and achieving the maximum results possible for you in today's marketplace.

BRAND NAME

Brand name is one of the brand elements which helps the customers to identify and
differentiate one product from another. It should be chosen very carefully as it captures the
key theme of a product in an efficient and economical manner. It can easily be noticed and its
meaning can be stored and triggered in the memory instantly. Choice of a brand name
requires a lot of research.

Brand names are not necessarily associated with the product. For instance, brand
names can be based on places (Air India, British Airways), animals or birds (Dove soap,

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Puma), people (Louise Phillips, Allen Solly). In some instances, the company name is used
for all products (General Electric, LG).

Features of a Good Brand Name

A good brand name should have following characteristics:

1. It should be unique / distinctive (for instance- Kodak, Mustang)

2. It should be extendable.
3. It should be easy to pronounce, identified and memorized. (For instance-Tide)
4. It should give an idea about product’s qualities and benefits (For instance- Swift,
Quickfix, Lipguard).
5. It should be easily convertible into foreign languages.
6. It should be capable of legal protection and registration.
7. It should suggest product/service category (For instance Newsweek).
8. It should indicate concrete qualities (For instance Firebird).
9. It should not portray bad/wrong meanings in other categories. (For instance NOVA is
a poor name for a car to be sold in Spanish country, because in Spanish it means
“doesn’t go”).

Following are the 10 steps you should take to name a brand that resonates with
consumers, differentiates your brand from others on the market, and is flexible enough to
survive for many years to come.

1. Develop Your Brand Strategy

You should not name a brand until you develop your brand strategy. How can you
know if you’re choosing the right brand name if you don’t know what that brand’s unique
value proposition, brand promise, and strategic direction are?

2. Research the Market, Competitors, and Consumers

You need to fully understand your market before you can create an effective brand
name. Do your research and learn what brand names your competitors are using and how
consumers feel about those brand names. Identify gaps and opportunities and develop a brand
name that fills those gaps and leverages those opportunities. Keep an eye on the AYTM blog
for my upcoming post that will focus on research for naming products and brands.

3. Identify the Message Your Brand Should Communicate

Once you understand what already exists in your market from your competitors and
what consumers want from brands in that market, you can refine your brand position. Use
that position along with your brand promise to develop the best brand name possible.
Furthermore, identify your brand’s unique personality and create a brand name to match.

4. Brainstorm without Judging

Gather your team together and start brainstorming! There are no bad ideas this early
in the process, so go for quantity. Even the most off-the-wall idea should be accepted and not
judged. You never know what crazy thought could spawn the perfect idea! Look at your
brand from all angles; focus on each benefit; consider all audiences, and make that list as
long as you can. Be sure to include consumers and unbiased third parties in your
brainstorming process if possible.

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5. Create a Short List
Use that long brainstorming list to develop possible brand names, and narrow that list
of possible brand names down to 10-20 of the best. Make sure the short list of brand names
you create includes names that can last through market changes, brand extensions, geographic
expansions, trends, fads, and so on. You should create a brand name that can stand the test of
time because you never know where the world, the market, consumers, competitors, and you
could go in years to come.

6. Trademark and Domain Name Availability Search

Research the availability of each of the brand names on your short list for
trademarking. You don’t want to launch a brand and receive a cease and desist letter a few
months (or years) later telling you that someone else already owns that trademark so you
have to stop using it. Also, check for domain name availability. While it’s very possible that
the exact domain name for your brand name won’t be available, you need to know early if
there are no acceptable alternatives available.

7. Create a Shorter Short List

Based on your trademark and domain name research, shorten your brand name
shortlist even further. Try to narrow it down to 5-10 of the best options.

8. Develop Brand Marketing Mock-ups

Create a logo, ad, business card, and package mockups using the brand names on your
shortened short list. Make sure each brand name looks good visually and sounds good when
spoken out loud. A brand name might sound great on a short list, but when you put it in a
radio ad or on package design, it might not work at all.

9. Test Your Brand Marketing Mock-ups

When you’ve got your shortlist brand marketing mock-ups ready, test them through
consumer research. Find out which choices resonate well with your target audience and
which do not. Through this testing, you should be able to determine which brand names are
best, which need tweaking, and which need to be tossed immediately. It’s also possible that
the testing phase will teach you that you need to go back to the drawing board and come up
with a completely different brand name.

10. Roll out and Monitor Your Brand

Once you settle on a brand name, launch it and use it consistently across all customer
touch points. Be sure to conduct ongoing research and monitoring to ensure your brand name
is well-received. Remember to stay tuned for my upcoming post about product and brand
name research.

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REFERENCES:

https://aytm.com/blog/how-to-name-a-brand/

https://www.managementstudyguide.com/brand-name.htm

https://quizizz.com/admin/quiz/5e845fcabac2c7001c022039/marketing-mix

https://creately.com/blog/diagrams/elements-of-marketing-mix/

https://economictimes.indiatimes.com/definition/marketing-mix

https://www.thebalancesmb.com/what-is-a-marketing-mix-2295520

https://www.business.qld.gov.au/running-business/marketing-sales/marketing-
promotion/strategy

https://blog.alexa.com/importance-of-marketing-mix/

https://www.linkedin.com/pulse/importance-marketing-mix-your-strategy-part-1-
warren-a-hill

https://quizizz.com/admin/quiz/5c92900d482ee4001bd367a8/4-ps-marketing-mix

https://quizizz.com/admin/quiz/5f834cc1317a61001bceeeb1/marketing-mix

https://quizizz.com/admin/quiz/5f834cc1317a61001bceeeb1/marketing-mix

https://www.bbc.co.uk/bitesize/guides/zw987ty/test

https://marketingmix.co.uk/

https://www.masslivemedia.com/the-7-ps/

https://www.entrepreneur.com/article/70824

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Name: __________________________________________________ Date: _____________

Grade-Section: ___________________________________________ Score: ____________

Worksheet No. 1
Title of the Activity #2: CHOOSE THE BEST

Most Essential Learning Competency: Recognize the importance of marketing mix in

the development of marketing strategy

Describe the Marketing Mix (7Ps) in relation to the business opportunity vis-à-vis:
product, place, price, promotion, people, packaging, and positioning

Develop a brand name

K to 12 BEC CG: TLE_ICTAN11/12EM-Ia-1

Directions: Read each statement carefully. Write the letter of the best
answer on the space provided before each number.

_____1. What term refers to anything offered to a market by the business to satisfy needs,
could include physical products or intangible services?
A. Price B. Product C. Place D. Promotion

_____ 2. The amount of money charged and/or the sum of values that consumers exchange for the
benefits of having or using the product
A. Sell B. Price C. Product D. Promotion

_____ 3. How potential customers will be told about a company's products, including the
message, media selected, special offers and the timing of campaigns.
A. company advertisement C. Product
B. Placement of product D. Promotion

_____ 4. Which word best describes PLACE in the marketing mix?

A. Luzon C. shopping mall
B. distribution channel D. Urdaneta city

_____ 5. The manufacturer of an upmarket designer fragrance is most likely to focus on:
A. The product rather than the price
B. Price rather than the product
C. The product rather than promotion
D. Promotion rather than the product

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_____ 6. A discount supermarket, such as Aldi, is most likely to place an emphasis upon
which of the following elements of the marketing mix?
A. Product B. Price C. Place D. Promotion

_____ 7. Question related to the product element of marketing:

A. How much should the product cost?
B. Where should the product be sold?
C. What level of quality should be produced?
D. What media should be used to promote the product?
_____ 8. The element of marketing that is concerned with which products a business will
offer its customers is:
A. promotion B. price C. product D. place

_____ 9. To get a selected product in the right place at the right time, marketers often ask
themselves which of the following questions:  
A. Should we offer a warranty for our product?
B. How should we package our product?
C. Where should we make our product available?
D. What forms of payment should we accept? 

_____ 10. The marketing mix is also referred to as the:

A. Seven Functions C. strategies
B. 4 Ps of marketing D. 5 utilities

_____ 11. A product’s marketing mix consists of:

A. Positioning, product, price, and promotion
B. Product, profile, price, and promotion
C. Product, price, promotion, and place
D. Promotion, psychographics, price, and place

_____ 12. Management is deciding whether or not to offer the entire new line of athletic
equipment. This is an example of which marketing mix element? 
A. promotion B. price C. product D. place

_____ 13. McDonalds conducts extensive research to determine the most cost effective way
to transport their products. This is which component of the marketing mix?
A. promotion B. price C. product D. place

_____ 14. Communication used to inform, persuade, and remind customers about a
business’s product is part of which function?
A. promotion B. price C. product D. place

_____ 15. A local florist chooses to locate her new store in a mall instead of a small building
across the street from the mall. This is an example of:
A. promotion B. price C. product D. place

_____ 16. Many movie theatres charge a lower admission between 4:00 p.m. and 6:00 p.m. to
encourage more people to come at that time. What element of marketing is the focus of this
strategy? 
A. promotion B. price C. product D. place

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_____ 17. Procter and Gamble Philippines began airing 30-second television commercials.
This is an example of which marketing mix element?
A. promotion B. price C. product D. place

_____ 18. Which element of the marketing mix includes decisions about how to transport the
inventory to be sold?
A. promotion B. price C. product D. place

_____ 19. Which question pertains to the price element of the marketing mix?
A. Will the product be sold in a department store, boutique, or on the Internet?
B. Should additional sales people be used at particular times of the day?
C. Will the product be discounted at certain times of the year?
D. All of the above

_____ 20. Which of the 4 P's of the marketing mix concerns the various outlets and channels
a business uses to distribute its products?
A. promotion B. price C. product D. place

_____ 21. Which of the following is NOT one of the 4Ps?

A. promotion B. packaging C. place D. price

_____ 22. Marketing mix refers to ______________.

A. The activities that help a business to market a product.
B. the cost of product
C. The activities that help a business to make profit.
D. All of the above

_____ 23. Promotion refers to _____________.

A. where the product will be sold
B. how the business tells people about the product
C. where the product will be sold
D. All of the above

_____ 24. Price refers to _________.

A. where the product will be sold
B. How much people will to pay for the product
C. how the business tells people about the product
D. All of the above

_____ 25. Place refers to __________________.

A. where the product is manufactured
B. the goods or the services of the business is selling.
C. how much people will pay for the product.
D. where the product will be sold

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Name: __________________________________________________ Date: _____________

Grade-Section: ___________________________________________ Score: ____________

Worksheet No. 3
Title of the Activity #2: TRULSE

Most Essential Learning Competency: Recognize the importance of marketing mix in

the development of marketing strategy
Describe the Marketing Mix (7Ps) in relation to the business opportunity vis-à-vis:
product, place, price, promotion, people, packaging, and positioning
Develop a brand name

K to 12 BEC CG: TLE_ICTAN11/12EM-Ia-1

Directions: Read each statement carefully. Write TRUE if the statement is

correct, FALSE if otherwise on the space provided in each number.

1. The overall marketing mix creates a unique selling point for a

product.

2. A business would adjust the marketing mix to create a brand

image for a product.

3. In the marketing mix no one element is the most important.

4. The overall marketing mix determines marketing strategy.
5. Product extends to quality, warranties, packaging, features, variety
of products or service levels, and so on.

6. Profit is NOT an element in the marketing mix.

7. Premium products are most likely to be sold in designer stores.
8. Businesses are most likely to adjust the marketing mix of a
product if customer needs change.

9. A supermarket's own brand of products has its own marketing

mix.

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 10. A business is most likely to increase sales of premium brand
products by increasing promotion.

Name: __________________________________________________ Date: _____________

Grade-Section: ___________________________________________ Score: ____________

Worksheet No. 3
Title of the Activity #3: UNDERLINE THE BEST

Most Essential Learning Competency: Recognize the importance of marketing mix in

the development of marketing strategy
Describe the Marketing Mix (7Ps) in relation to the business opportunity vis-à-vis:
product, place, price, promotion, people, packaging, and positioning
Develop a brand name

K to 12 BEC CG: TLE_ICTAN11/12EM-Ia-1

Directions: Underline the best word/phrase to make each statement correct.

1. Your (name, address) is an extension of your brand, and it can reinforce the value you
provide or distance you from it.
2. Ideally, a brand name should be (short, long) and simple,easy to spell, pronounce and
remember.
3. The brand names (must, must not) have connotations, should be easily pronounceable,
should meet the legal requirements etc.
4-5. It is essential to recognize the (role, relation) of brand within the corporate branding
strategy and the (role, relation) of brand to other brand and products.
6. (Consumer, Manufacturer) research is often conducted so as to confirm management
expectations as to the remembrance and meaningfulness of the brand names.
7. The features of the product, its price and promotion may be shown to the (retailers,
consumers) so that they understand the purpose of the brand name and the manner in which it
will be used.
8. There should be extensive international legal search done in gathering (more, less)
extensive details on each of the finalized names
9. Management can finalize the brand name that (maximizes, minimizes) the organization’s
branding and marketing objectives and then formally register the brand name.

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10. In its simplest form, a brand name is a form of a (logo, signature) that gives credit to the
creator of a particular work or service and sets it apart from those created by others

Name: __________________________________________________ Date: _____________

Grade-Section: ___________________________________________ Score: ____________

Worksheet No. 3
Title of the Activity #4: WORD SUPPLY

Most Essential Learning Competency: Recognize the importance of marketing mix in

the development of marketing strategy

Describe the Marketing Mix (7Ps) in relation to the business opportunity vis-à-vis:
product, place, price, promotion, people, packaging, and positioning

Develop a brand name

K to 12 BEC CG: TLE_ICTAN11/12EM-Ia-1

Directions: Supply the blank with correct word or term to make each
statement correct. Choose your answer in the boxes below.
formal goods need informal
buy people sell survival
service market budget price

1. Marketing mix is about putting the right product or a combination thereof in the place, at
the right time, and at the right __________________________.
2. Price is also a very important component of a marketing plan as it determines your firm’s
profit and __________________________.
3. Word of mouth is an ___________________ communication about the benefits of the
product by satisfied customers and ordinary individuals.
4. Your combination of promotional strategies and how you go about promotion will depend
on your __________________________.
5. If you want to start a business, you need to know what you are going to
________________________.
6. A business starts with a ____________________.

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7. Companies have to take time to develop a quality product that is responsive to the needs of
its desired target ____________________________.
8. Employing and retaining the right ________________________ is imperative in both the
long and short term success of your business.
9-10. A product can be tangible in the form of _____________________ or intangible in the
form of a ________________________.
Name: __________________________________________________ Date: _____________

Grade-Section: ___________________________________________ Score: ____________

Worksheet No. 3
Title of the Activity #5: IDENTIFY ME

Most Essential Learning Competency: Recognize the importance of marketing mix in

the development of marketing strategy
Describe the Marketing Mix (7Ps) in relation to the business opportunity vis-à-vis:
product, place, price, promotion, people, packaging, and positioning
Develop a brand name

K to 12 BEC CG: TLE_ICTAN11/12EM-Ia-1

Directions: Identify what is being referred to or described in each statement.

Write your answer on the space provided in each number.
1. Consumers need to know what is included, what they can get
out of it, what need or want it fulfills, and why your product or
service is better than the competition.
2. It encompasses the entire pricing methodology for products or
services, and how customers will react to it.
3. It covers the idea of making your product or service known to
the public. It is key to make your product known to acquire new
customers—increasing sales.
4. It includes staff, salespeople, customer service teams, and
anyone involved in the marketing and sales processes.
5. This encompasses many locations—where a product is made,
viewed in ads, distributed, and sold.
6. This step refers to the delivery of your product or service to a
customer.
7. This term refers to the way your product or service appears
from the outside.
8. This refers to a business's overall game plan for reaching
prospective consumers and turning them into customers of their
products or services.

16
 9. It is a set of controllable and interrelated variables composed of
product, place, price and promotions that a company assembles
to satisfy a target group better than it’s competitor.
10. This includes all the ways you tell your customers about your
products or services and how you then market and sell to them.

Name: __________________________________________________ Date: _____________

Grade-Section: ___________________________________________ Score: ____________

Worksheet No. 3
Title of the Activity #6: YOUR OPINION MATTERS

Most Essential Learning Competency: Recognize the importance of marketing mix in

the development of marketing strategy
Describe the Marketing Mix (7Ps) in relation to the business opportunity vis-à-vis:
product, place, price, promotion, people, packaging, and positioning
Develop a brand name

K to 12 BEC CG: TLE_ICTAN11/12EM-Ia-1

Directions: Answer the following questions briefly but substantially. You

will be given points based on the scoring rubric below.
1. Why is marketing mix important to businesses?
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
2. If you will develop brand name of your own product, what would it be? Why? Why not?
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________

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 SCORING RUBRIC
Point(s) Description
5 Excellent expression of ideas and very easy to understand
4 Very good expression of ideas and easy to understand
3 Good expression of ideas and neutral to understand
2 Fair expression of ideas and difficult to understand
1 Poor expression of ideas and very difficult to understand

ANSWER KEY:
Activity #1.
1. B 6. B 11. C 16. B 21. B
2. B 7. C 12. C 17. A 22. A
3. D 8. C 13. D 18. D 23. B
4. B 9. C 14. A 19. C 24. B
5. A 10. B 15. D 20. D 25. D

Activity #2.
ALL is TRUE
Activity #3.
1. name 6. Consumer
2. short 7. consumers
3. must not 8. more
4. role 9. maximizes
5. relation 10. signature

Activity #4.
9. goods 6. need 3. informal
8. people 5. sell 2. survival
10. service 7. market 4. budget 1. price

Activiy #5.
1. product 6. Process
2. Price 7. packaging
3. promotion 8. Marketing strategy
4. People 9. Marketing mix
5. Place 10. promotion

Activity #6.
Answers may vary

18