ST.

JOHN THE BAPTIST ACADEMY, INC

West-Poblacion, Garcia-Hernandez, Bohol
Catholic Educational Association of the Philippines (CEAP)
Bohol Association of Catholic Schools (BACS)
Diocese of Tagbilaran
Email Address: sjba.ghb@gmail.com
Tel. No. (038) 532-1079

MARKETING 12
First Quarter
L E A R N I N G A C T I V I T Y No. 1

Name: Grade/Score:
Year and Section: Date:

Activity Title : “Why study Marketing?”

Learning Competency : Define and understand Marketing Principles
Learning Target : a. to compare the key objectives of the 3C’s of Marketing of
some company.
b. to create a reflection of the importance in studying
Marketing
References : Principles and Practices in Marketing in the Philippine
Setting by Josiah Go
CONCEPT NOTES :

A. Meaning of Marketing

-Marketing is the process of continuously and profitably satisfying target customer’s

needs, wants, and expectations superior to competition.

-Marketing is human activity directed at satisfying needs and wants through exchange
processes. Philip Kotler 1976

-Marketing is the process by which companies create value for customers and build
strong customer relationships in order to capture value from customers in return- Philip
Kotler 2008

-From American Marketing Association,

A human need is something that a person must have in order to live and survive.

A human want is something that a person desires to have.

Demands are also human wants that are supported by buying power.
EXCHANGE
Marketing occurs when the buyer and seller trade something of equal value. Both the
buyer and the seller have gained something that satisfied their unmet needs.

Exhibit 1-1: Two Interacting Components of Marketing

COMPANY MARKET

A Market is the set of actual and potential buyers of a product. These buyers share a
particular need or want that can be satisfied through exchanged relationships.

A Marketer is a person or a company that advertises and promotes products. A

marketer should always consider the strengths and weaknesses of his company in
serving the needs and wants of their market.

Exhibit 1-2: Two Interacting Components of a Market

CUSTOMER COMPETITION

Customers which may either be trade intermediaries like wholesalers or retailers or end
users, are people or organizations buying from a company/business.

Competitors are individuals or companies in the same industry or a similar industry,

which offers a similar product or service. 

Exhibit 1-3: Two Strategic 3C’s of Marketing

CUSTOMERS

COMPANY

COMPETITION

Exhibit 1-4: Key Objectives of the 3C’s of Marketing

3C’s Key Objectives

Customers To satisfy the needs, wants and expectations of target
customers.
Competition To outperform competition.
Company To ensure corporate health and profit.

Exhibit 1-5: Input and Output of Marketing

Company Competition

SALES
PROFIT MARKET SHARE
Example:

The TV show, Eat Bulaga of GMA 7, is the longest-running noontime TV variety show in
the Philippines. Originally, Eat Bulaga started in RPN9 in July 30, 1979, and then
transferred to ABS-CBN in 1989 before their present home in GMA 7 since 1995. In the
beginning, EB was not rating well against the leading show at that time, Student
Canteen, but it took over the lead after 2 years. It lost leadership for 2 year to
Magandang Tanghali Bayan with its interesting “Pera o Bayong” game segment in
1998. It has competed with other ABS-CBN noontime shows such as Wowowee and It’s
Showtime.
3 C’s Key Questions Answers
Customers Q.1: Who are their A. 1: The target markets are televiewers and
target markets? advertisers.
Q. 2: What are the A. 2: For the televiewers- they want
needs, wants,and entertainment druing noontime. For
expectations of the advertisers- they look for high TV ratings in
target markets? order for more televiewers to be informed,
Q.3: How can they persuaded, and reminded to buy of their
be satisfied products or services.
continously? A. 3: They offers interesting variety of
performers and performances, pulling power
and competencies of host and co-hosts,
exciting games, as well as attractiveness of
prizes. They create mobile apps that would
allow their fans to stay connected with their
hosts and have a live drama series called
“KalyeSerye”.
Competitio Q.4: Who are their A. 4: Direct competitors –other noontime shows
n direct and indirect from rival networks-It’s Showtime of ABS-CBN
competitors? Indirect ompetitors- other activities that may
Q.5:How can they be interfere with watching noontime shows, such
superior to as siesta, cable TV’s reading books, sleeping
competition? and the like.
A. 5: Being superior means 1)Stickiness factor
that enable viewers to be glued to the show
daily to maintain or increase ratings. 2)values
that can attract non-viewers to watch, 3) cost-
effectiveness that enables advertisers to keep
renewing their advertising contracts.
Company Q.6: How can the A. 6: Two factors that can maximise revenue
show maximize its are pricing and volume. Pricing is affected by
profitability without audience rating, market penetration as well as
alienating its competitor ABS-CBN charging advertising
customers’ need, rates based on TV rating. Showing too much
wants, and TV advertising volume will annoy viewers.
expectations? Product placement and casual mention within
Q.7: What metrics the show are two other sources of revenue.
should they use to Management fee for allowing its talent to
measure success? appear outside of the main TV show is another.
Cost should also be efficient.
A. 7: Five things need to be monitored;
TV ratings
Market penetration
Social media
Revenues
Advertisers
Exercises 1. Application of 3C’s
Case: Fashion Marketing
Visit the store of Penshoppe and Uniqlo through their official websites or read some
articles or watch some videos about these brands. Using the key questions below,
compare the Filipino Clothing Company Penshoppe and the Japanese Clothing
Company Uniqlo.

Penshoppe Uniqlo
Customers Q.1: Who are their target
markets?

Competition Q.2: Who are their direct

and indirect
competitors?

Company Q.3: What metrics

should they use to
measure success?

Exercise 2.
Write a reflection of the importance in studying Marketing. (250 words)