Principles of SENIOR

HIGH
Marketing SCHOOL

Module
Marketing Defined 1
Quarter 1
Principles of Marketing
Quarter 1 – Self Learning Module 1: Marketing Defined
First Edition, 2020

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Published by the Department of Education Division of Pasig City

Development Team of the Self-Learning Module

Writer: Xylee Marling Ignacio
Editor: Edna D. Camarao, PhD
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Technical: Name
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Management Team: Ma. Evalou Concepcion A. Agustin
OIC-Schools Division Superintendent
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OIC-Chief, Curriculum Implementation Division

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Librada L. Agon EdD (EPP/TLE/TVL/TVE)

Liza A. Alvarez (Science/STEM/SSP)
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City
Principles of SENIOR

Marketing HIGH
SCHOOL

Module

1
Quarter 1
Marketing Principles and
Strategies
Marketing Define
Introductory Message

For the facilitator:

Welcome to the Senior High School – Principles of Marketing - Self Learning

Module on Marketing Defined!

This module was collaboratively designed, developed and reviewed by

educators from Schools Division Office of Pasig City headed by its Officer-In-Charge
Schools Division Superintendent, Ma. Evalou Concepcion A. Agustin in partnership
with the Local Government of Pasig through its mayor, Honorable Victor Ma. Regis
N. Sotto. The writers utilized the standards set by the K to 12 Curriculum using the
Most Essential Learning Competencies (MELC) while overcoming their personal,
social, and economic constraints in schooling.

This learning material hopes to engage the learners into guided and
independent learning activities at their own pace and time. Further, this also aims
to help learners acquire the needed 21st century skills especially the 5 Cs namely:
Communication, Collaboration, Creativity, Critical Thinking and Character while
taking into consideration their needs and circumstances.

In addition to the material in the main text, you will also see this box in the
body of the module:

Notes to the Teacher

This contains helpful tips or strategies
that will help you in guiding the learners.

As a facilitator you are expected to orient the learners on how to use this
module. You also need to keep track of the learners' progress while allowing them
to manage their own learning. Moreover, you are expected to encourage and assist
the learners as they do the tasks included in the module.
For the learner:

Welcome to the Senior High School – Principles of Marketing - Self Learning

Module on Marketing Defined!

The hand is one of the most symbolized part of the human body. It is often
used to depict skill, action and purpose. Through our hands we may learn, create
and accomplish. Hence, the hand in this learning resource signifies that you as a
learner is capable and empowered to successfully achieve the relevant
competencies and skills at your own pace and time. Your academic success lies in
your own hands!

This module was designed to provide you with fun and meaningful
opportunities for guided and independent learning at your own pace and time. You
will be enabled to process the contents of the learning material while being an
active learner.

This module has the following parts and corresponding icons:

Expectation - These are what you will be able to know after completing the
lessons in the module

Pre-test - This will measure your prior knowledge and the concepts to be
mastered throughout the lesson.

Recap - This section will measure what learnings and skills that you
understand from the previous lesson.

Lesson- This section will discuss the topic for this module.

Activities - This is a set of activities you will perform.

Wrap Up- This section summarizes the concepts and applications of the
lessons.

Valuing-this part will check the integration of values in the learning

competency.

Post-test - This will measure how much you have learned from the entire
module.
 EXPECTATION

After going through this module, you are expected to define and understand
marketing.

PRETEST

Direction: In your activity sheet, write TRUE if the statement is true or

FALSE if it’s wrong. Choose the correct letter of the best answer.

1. Marketing is a social and managerial process by which individuals and

groups obtain what they need and want through creating, offering, and
exchanging products of value with others.
a. TRUE B. FALSE

2. Marketing is the process by which an organization relates creatively,

productively, and profitably to the market place.
a. TRUE B. FALSE

3. Marketing is getting the right goods and services to the right people at
the right places at the right time at the right price with the right
communication and promotion.
a. TRUE B. FALSE
 L E S S ON

Lesson Overview

Marketing is indeed an art it has been practiced in one form or the other. It
has become a very important function in the business world. Marketing is the
business function that identifies an unfulfilled needs and wants, defines and
measured their magnitude, determines which target market the organization can
best serve, decides on appropriate products, services, and programs to serve this
market and calls upon everyone in the organization to think and serve the
customer.

This module covers the essential principles behind marketing: what it is

about, what makes for a marketing-oriented transaction, and how consumers
stand to benefit from it.

Activity No.1

In your Activity Sheet give three examples of products that you regularly see
around you and described how they “marketed”.

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Presentation of Content
Marketing Defined
Some of you maybe have an idea of what is Marketing, and that is better.
Our objective here is to develop with what you know so that we can have a clear
and cohesive understanding of what is marketing is all about.

At this point, what is marketing to you? Perhaps some (or all) of the
following come to mind:

 Advertising
 Selling
 Promos and Giveaways
 Press Releases
 Yes, you are right! All of the above do fall under Marketing. To most of us, when
we think about it, Marketing will indeed be about the selling of product but for the
professionals in this field, it is a “process”, starting at the moment when an
entrepreneur or a manager realize that there is an opportunity to build a business.

According to the American Marketing Association (AMA), “Marketing is the

activity, set of institutions and processes for creating, communicating, delivering
and exchanging offerings that have value for customers, clients and to the society
at large.

Alternately, in the Philippine Marketing Association defines Marketing as a

science and profession guided principally by the universal principles of ethics,
corporate citizenship, and corporate social responsibility.

Dr. Philip Kotler, the father of modern marketing, defines marketing as the
science and art of exploring, creating, and delivering value to satisfy the needs of a
target market at a profit. Marketing identifies unfulfilled needs and desires. It
defines measures and quantifies the size of the identified market and the profit
potential.

Other Definitions and Terminology

There are many definitions of marketing as many scholars and writers in

this field. It has been defined in various ways by different writers.

1. Marketing is a social and managerial process by which individuals and

groups obtain what they need and want through creating, offering, and
exchanging products of value with others.
 2. Marketing is the process by which an organization relates creatively,
productively, and profitably to the market place.

3. Marketing is an art of creating and satisfying customers at a profit

4. Marketing is getting the right goods and services to the right people at
the right places at the right time at the right price with the right
communication and promotion

Marketing is an activity directed at satisfying needs and wants through the

exchange process. It is also the key to the success of any organization whether it is
a profit or non- profit organization. Knowing its purpose will be able to realize the
importance of Marketing.

ACTIVITIES

Activity No. 1

Directions: In your Activity Sheet give three examples of products that you
regularly see around you and described how they “marketed”
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
Activity No. 2
Sell your stuff!
Based on Kotler’s definition of Marketing, present any stuff you can find in
your room to your family members. It could be a book, paper, or pen or anything
you can get easily. Your objective here is to study. Try to convince your family that
the stuff you are selling is more than its face value.

Think about ways to make it possible and then present your “pitch” in front
of your family. You will give them a suggested retail price based on how much
value you believe the bill holds.

Your objective after presenting your stuff, you will ask your family on how
many of them will consider buying your stuff.

Then write the outcome in the Activity Sheet by answering the following question:
 1. Where there any takers for the proposal?

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2. What insights did you gain in doing this activity?

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WRAP–UP

1. Define Marketing
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___________________________________________________________________________

2. What is your understanding of marketing?

___________________________________________________________________________
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___________________________________________________________________________

VALUING

1. As a student how do you value communication? Explain.

___________________________________________________________________________
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 2. Do you think good communication will help you to achieve your goals?

______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________

POSTTEST

Directions: Read the questions carefully. Encircle the letter of the best answer.
1. Advertising and marketing are the same things.
A. True B. False C. Partly TRUE D. Partly FALSE

2. The American Marketing Association’s definition of marketing is; ‘Marketing

is the set of activities which lead to profitable exchanges which add value to the
seller’s business’.
A. True B. False C. Partly TRUE D. Partly FALSE

3. A company which invests most of its budget into sales training and support
of their sales teams is likely to have a market orientation. True or false?
A. True B. False C. Partly TRUE D. Partly FALSE
4. Regular customers are all brand loyal. True or false?
A. True B. False C. Partly TRUE D. Partly FALSE
5. Define the term ‘market’.

A. a place where similar products grouped together

B. a competitive high street
C. a place where buyers and sellers meet
D. a basket of goods
E. a shopping mall
.
 KEYTOCORRECTION

Activity No. 1
 R E F E R E N CE S

So,Real C., Torres, Oscar G. and De Guzman, Angeles A.

Principles of Marketing Teacher’s Manual pp 1-2, Department of
Education, Republic of the Philippines.

Ilano, AB, Principles of Marketing text book by AB. Ilano, pp 1-7,

Rex Bookstore Publishing
Center for Ecoliteracy, https://www.ecoliteracy.org/download/needs-and-wants-activity,

2011