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LEARNING RESOURCES MANAGEMENT AND DEVELOPMENT SECTION
SA P
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FO P
T E NT
NO NM

SELF-LEARNING KIT
R
VE
GO

ENTREPRENEURSHIP
INDUSTRIAL ARTS
ENGLISH
MARKETING
AT METRIC
DALAWANG SISTEMA
MIX NG PANUKAT

Applied
WRITER: RODELYNO. BRUZO
LAYOUT ARTIST: MICHAEL M. BONGCO
ILLUSTRATOR: BLESMAE G. VERDE
EVALUATORS: EMELITA G. PAGUIO / MARY ANN S. VALDEZ
GRADE
GRADE 4
11 &12
 Book Record
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 Marketing Mix

SELF-LEARNING KIT
ENTREPRENEURSHIP
MARKETING
MIX

3
 This Self-Learning
Self-Learning Kit in Industrial Arts Kit was conceptualized and developed by the
LEARNING RESOURCES MANAGEMENT AND DEVELOPMENT SECTION (LRMDS)
SCHOOLS DIVISION OF BATAAN

ROMEO M. ALIP, PhD, CESO V

Schools Division Superintendent

ROLAND M. FRONDA, EdD, CESE

Assistant Schools Division Superintendent

MILAGROS M. PEÑAFLOR, PhD

Chief Education Supervisor, CID

EDGAR E. GARCIA
Education Program Supervisor, LRMDS
ROSITA P. SERRANO JOAN T. BRIZ RICHARD M. ALBORO
Librarian II Project Development Officer II Information Technology Officer II

MARLON Q. DIEGO OMAR S. MANALANSAN KENNETH G. DOCTOLERO JOVANNI B. BELMONTE

Lead Illustrator Lead Book Designer Lead Book Designer Lead Illustrator
Learning Resource Evaluators
EMELITA G. PAGUIO
ANNE MARIE R. SEÑORA-BONIFACIO, EdD
DONNA T. SANTOS-VILLANUEVA, MAEd
CATHREN DANICA E. RICAPLAZA
MARIO E. DOJILLO JR.
MARY ANN S. VALDEZ

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This Self-Learning Kit was conceptualized and developed by the Learning Resources Management and Development Section
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4
 Marketing Mix

PREFACE

This Self-Learning Kit (SLK) will assist you expand your understanding about the

Marketing Mix. This material is designed for Senior High School students who need

remediation and further discussion of the said lesson in Entrepreneurship. This is also

made interactive to make room for independent learning.

Entrepreneurship is a vital foundation of transformation in all facets of the society.

One of the most important things to consider in putting up business is the Marketing

Mix. This basically deals with the activities, methods or strategies that the entrepreneur

executes to endorse the goods or services in the market. To achieve the Learning

Competency 3 in the SHS Applied Subject, Entrepreneurship, this SLK mainly focuses

on the seven P’s of marketing in relation to business.

For you to start, remember to do the following tips to successfully achieve the

objectives of this SLK: keep this material in good condition and neat all the time; do

not write any unnecessary things on its pages; use separate paper as your answer

sheet; read and follow the instructions carefully; answer the given task before you

start the lesson; take note and record points of clarification; try to achieve at least

an 80% level of proficiency in every activity; work diligently and honestly; answer the

activities thoroughly and find out the given descriptors in the progress chart after

having self-check of the activities.

 

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Self-Learning Kit in Industrial Arts

OBJECTIVES

At the end of the lesson, with at least 80% level of proficiency you should be able
to:
1. define Marketing Mix in relation to business opportunity by identifying
the 7 P’s of marketing;
2. appreciate the significance of the marketing mix in promoting goods
and services by analysing the given statements; and
3. deliberate on the marketing mix vis-à-vis business opportunities.

LEARNING COMPETENCIES

The learners recognize the importance of marketing mix in the development of

marketing strategy and describe the marketing mix in relation to the business opportunity

vis-à-vis product, place, price, promotion, people, packaging, and positioning. CS_

EP11/12ENTREP-0h-j-10

6
 Marketing Mix

WHAT DO YOU KNOW?

One of the most important things to consider in putting up a business is the

Marketing Mix. Do you have idea about it? Let’s see what you already know about
this lesson. Write your answer on your paper.

1. Which marketing mix comprises markdowns, allowances and charges, terms of

payment and credit?
a. Promotion b. Price c. Positioning d. Packaging

2. Which marketing mix has something to do with the setting of the service
providers and their accessibility?
a. Place b. People c. Product d. Promotion

3. Which of the following represents the workers, specialists, and freelancers who
deliver the goods or service to customers?
a. Positioning b. Promotion c. People d. Packaging

4. What is the marketing concept that outlines what a business should do to sell
its product or service to its customers?
a. Place b. Positioning c. Price d. People

5. Which of the following marketing mix includes the various methods of publicizing
the product or services of the enterprise?
a. Positioning b. Promotion c. People d. Packaging

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Self-Learning Kit in Industrial Arts

WHAT YOU NEED TO KNOW?

Marketing structures are necessary to have a strong foundation before

implementing your marketing activities to increase your chances of success. Having
a concrete approach reduces waste of resources and make better use of your
marketing budget.
There are numerous essential frameworks available that you can apply to
introduce your products and services to the market. The 7Ps of marketing is one of
these frameworks that you can use from your marketing toolkit. In 1960, Edmund
Jerome McCarthy came up with the concept of the 4Ps marketing mix. The structure
contained: product, price, place, and promotion. This framework was an adequate
framework for the time which focused on products. As the economy developed and
more service-based organizations started to rise. The 4Ps of the marketing mix got
an update from Booms and Bitner in 1981 (Singh, 2018). The 7Ps of marketing is the
updated version and that is what we will review today.
Once you’ve developed your marketing strategy, there is a “Seven P Formula”
you should use to continually evaluate and re-evaluate your business activities. These
seven are: product, price, promotion, place, packaging, positioning and people
(Tracy, 2004).

Product
A product, according to Martin (2014), is an item that satisfies a need or a desire. This can
be a physical item (tangible), a service (intangible) or a virtual offering. It is manufactured
at a cost and is subsequently made available to the consumer at a price. Some examples
of Tangible Products are toothpaste, bread and motorcycle parts. Some examples
of intangible products are massage, manicure/ pedicure and bookkeeping service.
A successful product has to fulfill a specific
need in the market and it must be able to do
its function as guaranteed. There also needs
to be clear statement to users and potential
customers regarding its benefits and features.
Branding is another important feature for a
product. Developing a product into a brand
helps adopt customer loyalty. It also helps in
recalling and distinguishing itself in the market.

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 Marketing Mix

Place
Place refers to distribution or the methods and location you use for your
products or services to be easily accessible to the target customers. Your product
or service dictates how it should be distributed (www.marketingmix.co.uk).
The location of the product or service providers
and their accessibility are important factors in
marketing. Accessibility relates not just to physical
accessibility but to other means of communication
and contact (Chand, 2019). Thus the types of
distribution channels used (e.g. travel agents,
middle men) and their coverage is linked to the
crucial issue of accessibility.
If you own a retail shop, for example, the
distribution chain ends with you and you supply
to your customers directly. If you own a factory,
your options will be to either sell your products
directly or sell them to retailers or vendors as your
distribution strategy.

Price
Price is the amount of money that your customers have to pay
in exchange for your product or service. Determining the right price
for your product can be a bit tricky (www.marketingmix.co.uk).
A common strategy for beginning small businesses is creating a bargain
pricing impression by pricing their product lower than their competitors. Your
pricing strategy should reflect your product’s positioning in the market. The
amount should not project your business as timid or greedy. Low pricing hinders
your business’ growth while high pricing kicks you out of the competition.
There are a number of pricing strategies
that you can follow. Some strategies may
call for complex computation methods
and others are intuitive decisions. Select a
pricing strategy that’s based on the product
itself, competitive environment, customer
demand, and other products that you offer.

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Self-Learning Kit in Industrial Arts

Promotion
Promotion is the part of marketing where you advertise and market your product,
also known as a promotional strategy. Through it, you let potential customers know
what you are selling (www.marketingmix.co.uk).
In order to persuade patrons to purchase your product, you need to explain what is
it, how to use it, and why should they buy it. The trick in promoting is letting consumers
feel that their needs can be satisfied by what you are promoting.
An effective advertising contains a clear
message that is directed to a certain audience
and is done through suitable channels. The target
consumers are people who will use, as well as
influence or decide the procurement of the
product. Identifying these people is an important
part of your market research. The marketing image
that you’re trying to scheme must match the ad’s
message. It should catch your target customers’
attention and either persuade them to purchase
or at least state their viewpoint about the product.
The publicity method you choose in order to deliver
your message to the target customers may probably Photo courtesy of Blesmae G. Verde

comprise more than one marketing passages.

People
One of the essential elements of the marketing mix is people. This includes everyone
who is involved in the product or service whether directly or indirectly (www.marketingmix.
co.uk). According to Chand (2019), people are the human actors who play a part in
production of goods and service delivery and thus influence the buyer’s perceptions:
namely, the firm’s personnel, the customer, and other customers in the environment.

Not all of these people get in touch with the
customers. But all these people have their own roles
to play in the production, marketing, distribution,
and delivery of the products and services to the
customers. Without them, all these other Ps will
not complete a successful marketing formula.

10
 Marketing Mix

Packaging
Your packaging is the gold star of your marketing mix – it can dictate how well
your strategy is working. Packaging is what shows off your product in the best light,
displays the price and value of the product, communicates the product’s benefits
to consumers, and it what physically appears in your various distribution points. Your
product may be the very best on the market, but its packaging needs to be the main
tool that represents this. It’s the first thing people see, and it has the ability to catch or
divert their attention within seconds.
Packaging is what maintains the freshness
and quality of your product while using vibrant
designs to tell your brand’s story. It is the place
where government regulated information, like
nutritional facts and allergy warnings, is located,
therefore keeping consumers safe and illustrating
your brand’s commitment to transparency and
providing products that are beneficial to their lives.

Positioning
Positioning is a market concept that outlines what a business should do to market its
product or service to its customer. In positioning, the marketing department creates
an image for the product based in its intended audience (e.g. free taste for moms
in the supermarket). This is created through the use of promotion, price, place and
production.
The more intense a positioning strategy, typically the more effective the marketing
strategy is for a company. A good positioning strategy upraises the marketing efforts
and helps a buyer move from knowledge of a product or service to its acquisitions.

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Self-Learning Kit in Industrial Arts

WHAT HAVE YOU LEARNED?

Activity I-A:
Identify the word being described in the following sentences. Choose your
answer from the box below. Write your answer in a separate sheet of paper.

*Packaging *People *Positioning

*Promotion *Product *Place *Price

1. Item that satisfies a need or a desire of consumer.

2. This has something to do with the location of the manufacturer or service providers
and their accessibility.
3. It is manufactured at a cost and is subsequently made available to the consumer
at a price.
4. This includes everyone who is involved in the product or service whether directly or
indirectly.
5. This is where the marketing department creates an image for the product based in
its intended audience.
6. The amount of money that your customers have to pay in exchange for your product
or service
7. This refers to distribution or the methods and location you use for your products or
services to be easily accessible to the target customers.
8. It maintains the freshness and quality of the product.
9. This includes the various methods of publicizing the product or services of the
enterprise.
10. It’s the first thing people see, and it has the ability to catch or divert their attention
within seconds.

12
 Marketing Mix
Activity I-B:

Match the illustrations in column A that show the marketing mix in column B. Write only

the letter of your choice in a separate sheet of paper.

Column A Column B

1 A. Price

2 B. People

3 C. Packaging

4 D. Product;

5 E. Place

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Self-Learning Kit in Industrial Arts

Activity II:

Write TRUE if the statement correct and if false, write the correct answer. Write

your answer in a separate sheet of paper.

1. Packaging is the gold star of your marketing mix.

2. Branding helps in recalling and distinguishing product’s name in the market.

3. Placing includes discounts, payments and charges, terms of payment and

credit.

4. Products are the tangible offerings from business firms.

5. Re-evaluation of business activities should be continually done to develop

your marketing strategy.

6. Accessibility relates not just to ease of access but to other means of

communication and contact.

7. Your promotion strategy should reflect your product’s positioning in the market.

8. Effective people contain a clear message that is directed to a certain

audience and is done through suitable audience.

9. The people in the business enterprise have

their own roles to play in the manufacturing

of products and/ or rendering services.

10. The more intense the positioning

strategy, the more effective the

marketing strategy is for a company.

14
 Marketing Mix

Activity III:

What marketing mix are being recognized in the following business opportunities?

Write your answers in a separate sheet of paper.

1. There is no computer shop near your school.

2. Your competitors offer more expensive products.

3. Your company gives out leaflets and sample products.

4. You put up the first ever milktea house in the community.

5. The supplier of your company is your long term friend.

6. You give out free taste of your product in a supermarket.

7. You provide the nutrition facts of your products.

8. There are many skilled professionals in your company.

9. Your store will offer series discounts for selected items.

10. Your product had been featured in a television show.

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 16
What do you know?
1. B
2. A
3. C
4. B
5. B
Activity I-A: Identification
1. Product
2. Place
3. Product
4. People
5. Promotion
6. Price
7. Positioning
8. Packaging
9. Promotion
10. Packaging
Activity I-B: Matching Type
1. E
2. D
3. C
4. A
5. B
ANSWER KEY
Self-Learning Kit in Industrial Arts
17
Activity II: Modified True of False
1. True
2. True
3. Pricing/ Price
4. Tangible and intangible
5. True
6. True
7. Pricing
8. Promotion/ advertising
9. True
10. True
Activity III
1. Place
2. Pricing
3. Promotion
4. Product
5. People
6. Positioning
7. Packaging
8. People
9. Pricing
10. Promotion
Marketing Mix
Self-Learning Kit in Industrial Arts

SELF-ASSESSMENT

RUBRICS OF LEARNING
SCORE SCORE SCORE DESCRIPTORS
1-5 1 - 10 1 - 15

4-5 9 -10 13-15 Excellent!

3 6-8 9-12 Good

2 4-5 5-8 Fair

1 1 -3 1-4 Start Again

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 Marketing Mix

ACKNOWLEDGEMENT

The writer is truly indebted to LRMDS Bataan for having been very eager in producing
worthwhile Self-Learning Kits that will benefit the learners in the entire province. She
also extends her gratitude to Ms. Joan Briz for being so encouraging from the very
beginning. To her husband, Victor Luis and their children, Gabrielle Marie and Myrrh
Mathew, her appreciation for their moral support and for being her inspiration in
everything she does. Special thanks also to Mrs. Rose Darren Buenaventura for making
sure of the content quality of this SLK, along with the Learning Resource Evaluators
and the entire LRMDS team. Kudos!

REFERENCES

Article:

Chand , Smriti, “7 Elements used in Marketing Mix for Services”, 2019

Electronic Resources:

Lauren , Lynn, “What is positioning in Marketing Plan”, 2019, www.

smallbusiness.chron.com

Martin, “Marketing Mix”, 2014, www.cleverism.com

“Marketing Mix definition of the 4 Ps and 7Ps”, www.marketingmix.co.uk,

2019

Singh, Ricky MBA, , “What are the 7Ps of Marketing”, www.medium.com,

2018

“What is Marketing Mix”, Bennett, Coleman & Co, Ltd., 2019, www.
economictimes.com

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 MARKETING MIX
How will Entrepreneurship help the SHS students in their preparation to the field of
business? How may the marketing mix assist in realizing the purpose of K to 12 Program in
engaging more learners to business enterprise?
Marketing Mix is one of the lessons being discussed in the said area; this discusses
the 7 Ps in Marketing which helps the entrepreneurs have a higher probability of earning.
Thus, the writer opted to make a worthwhile SLK that will help learners better understand
the topic in a way that is simpler yet comprehensible and relevant.

C O N T E NT DE VE LO P E RS
WRITER: RODELYN O. BRUZO is currently working as SHS Teacher III at Lamao National
High School teaching ABM specialized subjects. She graduated from the Polytechnic
University of the Philippines-Bataan Branch with a Degree in Bachelor of Business Teacher
Education in 2009. She also took up Master of Arts in Education major in Educational
Management from Tomas del Rosario College and finished it in 2017. She is presently
taking up Doctor of Education major in Educational Management at Bataan Peninsula
State University.
LAYOUT ARTIST: MICHAEL M. BONGCO finished his baccalaureate course at Bataan
Peninsula State University- Main Campus with the degree of Bachelor of Science in
Industrial Education major in Technical Drafting. He is currently teaching Empowerment
Technologies and Media and Information Literacy at Lamao National High School. A
lay out artist of LRMDS - Bataan. Passed the Licesure Examination for Teachers (LET) in
March 2019.

ILLUSTRATOR: BLESMAE G. VERDE is a freshman student of Limay Polytechnic College,

taking up Bachelor of Science in Accountancy. She finished her Senior High School
Program under Accountancy, Business and Management Strand at Lamao National
High School. She graduated with Honors and was also recognized as the Artist of the
year in 2019. She is an active member of Guhit Pinas and a free-lance artist.

EVALUATOR: MARY ANN S. VALDEZ She is a graduate of Bachelor of Secondary

Education major in Mathematics at Bataan Polytechnic State College, year 2002. She
earned her units in Master of Arts in Education major in Mathematics at Bataan Peninsula
State University - Main Campus and is currently taking up Master of Arts in Education
major in Educational Management at Gordon College – Institute of Graduate Studies
in Olongapo City. She is presently a teacher at Nagbalayong National High School
and is a Learning Resource Evaluator for LRMDS-Bataan.

EVALUATOR: EMELITA G. PAGUIO Graduated with the degree Bachelor of Secondary

Education, major in English at Tomas del Rosario College. She has 33 units in MAEd-
Educational Management and complete academic requirements in MAEd-Language
Education. She taught for three years in private schools in Balanga City and 13 years
in Nagbalayong NHS in Morong. Presently, she serves as Assistant School Principal II of
Senior High School in E.C. Bernabe NHS, Bagac, Bataan.

SCHOOLS DIVISION OF BATAAN

LEARNING RESOURCES MANAGEMENT AND DEVELOPMENT SECTION (LRMDS)
Bataan Provincial Capitol Compound, Balanga City 2100