Name: ____________________________________

GRADE 12 SECTION LAUREL

Independent Activity 1:
Essay:
1. Assume you are about to graduate. How would you apply marketing principles to your job search? In
what ways would you be able to market yourself and impress the human resource specialists create,
communicate, and deliver value as a potential employee, and what would that value be, exactly? How
would you prove that you can deliver that value?

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2. Is marketing always appropriate for political candidates? Why or why not?

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3. In your Barangay, is marketing existing? Explain your answer.

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ACTIVITY 2.Instructions: Watch the video. Online marketing vs traditional marketing then
write the difference between traditional versus online marketing for Product, Price, Place
and Promotion. https://www.youtube.com/watch?v=d4aijRJFOq4&t=9s

4PS Traditional Marketing Online Marketing

PRODUCT

PRICE

PLACE
 PROMOTION

Marketing is the creation and communication of value to customers. It involves the

customer’s maintenance of relationships that should last for lifetime. It is the link between
society’s material requirements for its needs and wants. Marketing must satisfy human
needs and wants through the exchange process and the building of long-term relationships.
Figure 1. Concept and Marketing Principles
Over the years, marketing has evolved various definition and its meaning changes
according to

Figure 1. Concept and Marketing Principles

Over the years, marketing has evolved various definition and its meaning changes
according to the views of the different marketing gurus. Many view marketing as process or
dynamic business activity that is designed to plan and promote the delivery or satisfy needs
and wants of the potential and present market. In the definition of marketing given by the
American Marketing Association or AMA, “Marketing is an organizational function and a
set of processes for creating, communicating, and delivering value to customers and
for managing customer relationships in ways that benefit the organization and its
stakeholders.” The definition views as an exchange process or discipline that involves
strategies, activities, positions, and institutions.
The definition of Marketing according to Dr. Philip Kotler, “A social and managerial
process whereby individuals and groups obtain what they need and want through
creating and exchanging products and value with others.” It is also defined as the
meeting of the minds between the seller and the buyer to satisfy human needs and wants
with profit on the part of the marketer and the satisfaction of thee buyer for the money he
spent. On the bases of this view, marketing is an organization intervention and functions
that set the process of creating, communicating and delivering value to customers.
From the academic point of view, marketing is the art and science of creating tangible
products or services and finding the market, getting and retaining them to attain profitable
operations. On one hand, it is a societal process that marketers must communicate the
sustainable value of the product or service to its target market. It is a critical business
process for attracting customers to satisfy their needs and wants.
Marketing is also an integrated process through which companies create value for
customers and build strong customer relationships in order to capture value from customers
in return. Simply put: Marketing is the delivery of customer satisfaction at a profit.
Goal: Attract new customer by promising superior value and keep and grow current
customers by delivering satisfaction.

Two Interacting Components of Marketing

Market
Company
The company and its market are equally important. It is marketing that gives fulfilment to
both components. Marketing people should balance between the company’s requirements
for profit and desired market share.
This is composed of two other interacting components: the customer and competition. The
overriding objective of the company is not just to satisfy the needs and want of its customer.
It must profitable and better than its competitor. Otherwise, the competitor could win the
customers because it is able to satisfy them.
Figure 2. Concept of Marketing
Need is one important component in the marketing of products. It is the consumer’s desire
for a product or service. The product or service must have specific benefits that satisfy the
functional or emotional needs. On the other hand, basic needs are food, clothing, and
shelter. We cannot live without them and marketers must be able to provide them to human
population.
Food can be processed in different tastes; styles and menus that shall meet the human
craving and satisfaction. Clothing could be designed into different styles depending on
people’s taste and social values. Shelters are constructed differently depending on the
capacity of the buyer to finance his home. These needs are the marketer’s point of interest
for profit.
Wants are higher-level human needs as they appeal more to the emotions. These are the
social needs for recognition and the development of higher social satisfaction is limitless.
The development of technology and different electronic gadgets are more of human wants.
The marketers must continuously improve technological inventions to sustain customer
wants.