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Q1 W3 Module 3
Q1 W3 Module 3
https://search.yahoo.com/
As you start studying th e module, I want you to set aside other task/s that
may disturb you while enjoying the lessons. Read the instructions below to
successfully enjoy the objectives of this kit. Have fun!
Follow carefully all the contents and instructions indicated in every page of
the module.
Write in your notebook the concepts about the lessons.
Writing enhances learning, which is important to develop and keep in mind.
Perform all the provided activities in the module.
Let your facilitator/guardian assess your answers using
Activities - These are sets of activities you will perform with a partner.
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Learning Module for Entrepreneurship
Post-test - This will measure how much you have learned from the
entire module
EXPECTATIONS
After going through the module, you are expected to:
recognize a potential market and analyze the market need.
PRE-TEST
DIRECTIONS: To check your prior knowledge about the topic, please analyze the
pictures below and list down at least three (3) potential markets that entrepreneurs
should consider during this COVID -19 pandemic and indicate their needs. Write your
answer in the space provided.
https://images.search.yahoo.com/
Potential Market Market Need
1. 1.
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Learning Module for Entrepreneurship
2. 2.
3. 3.
You have finished answering the pre-test. You may request your
facilitator/guardian to check your work. Congratulations and keep on
learning!
LOOKING BACK TO YOUR LESSON
As we go further, let us try to recall the competencies in Entrepreneurship.
o Competencies such as risk seeking, assertiveness and vision are considered
typical of a successful entrepreneur (www.ideasforleaders.com).
o Specific techniques and habits must be practiced and developed by all would-be
entrepreneurs. Aside from business competencies, entrepreneurs need
interpersonal and self-leadership skills too; however, these are often overlooked.
Entrepreneurial behavior’ can be learned and developed
(www.ideasforleaders.com).
o If you’re an aspiring entrepreneur, there are different career paths you can take
to turn your dream into a reality. Which path you choose will depend on your
experience, skills, finances, and flexibility, as well as your goals for the future
(Doyle, A., 2020).
Multiple Choice. Write the letter of the correct answer that best complete the sentence
in the space provided.
______2. Which of the following is not a business competency? This competency covers
the outcomes required to build, _____ and grow a micro/small-scale enterprise - like
developing and maintaining small-scale business, establish customer base, and manage
business finances.
A. Establish customer service B. Manage finances
C. Preparing business letters D. Monitoring operations
BRIEF INTRODUCTION
The Potential Market
1. Potential market is the part of the total population that has shown some level of
interest in buying a particular product or service. Potential market is also called
Total addressable market (TAM) (MBA Skool Team, 2018).
2. A potential market is the part of the market you can capture in the future. It
includes the demographic groups that are not currently your customers but could
become customers in the future (Lake, L, 2019).
3. Market potential is the total demand for a product in a given business environment
(Bhasin, H., 2018).
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Learning Module for Entrepreneurship
• Consider every target demographic that you currently sell to, as well as those
you have not yet targeted. Identify what they have in common with each other,
new milestones that they will encounter in their lives that will impact their
buying patterns, and where they overlap or diverge from your current
customers.
Ask yourself these questions that will help you identify both new ways to market
your current products or services, as well as new products and services that you can
begin selling.
Note: Depending on the size and age of your company, as well as your industry, you
may have a clear picture of the potential markets that are available.
Once you've identified and chosen a potential market to begin targeting, you will
need new marketing strategies in place to communicate with them. Use this profile to
identify:
• The demographic information that people in a group have in common.
• The best forms of media to reach them.
• How they prefer to shop and make purchases.
• The concerns, struggles, or problems that you can help them overcome.
• What values matter to them, both in everyday life and when shopping.
• The language that resonates with them.
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Learning Module for Entrepreneurship
The figure below depicts what is a potential market with respect to the total
population and how it can be converted to a penetrated market:
Available Market
• Prospects who are willing and capable (have sufficient resources) buyers, and
have access to a particular market or service (www.businessdictionary.com).
• Defined as the number of people who are both willing and capable of buying a
particular product or service in a particular market (MBA Skool Team, 2020).
Target Market
Penetrated Market
A set of customers or clients who are already using a particular product or service.
A penetrated market means that the potential users of a product or service are
aware of it, and in many cases are active consumers of it.
(www.businessdictionary.com).
1. Need o A motivating force that compels action for its satisfaction. Needs range
from basic survival needs (common to all human beings) satisfied by
necessities, to cultural, intellectual, and social needs (varying from place to
place and age group to age group) satisfied by necessaries
(www.businessdictionary.com).
o A driver of human action which marketers try to identify, emphasize, and
satisfy, and around which promotional efforts are organized
(www.businessdictionary.com).
2. Market o A Market is a place where two parties can gather to facilitate the
exchange of goods and services. The parties involved are usually buyers and
sellers. The market may be physical like a retail outlet, where people meet
face-to-face, or virtual like an online market, where there is no direct physical
contact between buyers and sellers (Kenton, W. & Boyle, M., 2020).
o A market does not refer to a particular place but it refers to a market for a
commodity or commodities. It refers to an arrangement whereby buyers
and sellers come in close contact with each other directly or indirectly to
sell and buy goods (Shaikh, S., retrieved 2020).
o A market is any place where sellers of particular goods or services can
meet with buyers of those goods and services. It creates the potential for a
transaction to take place. The buyers must have something they can offer
in exchange for the product to create a successful transaction (Moffatt, M.,
2019)
Your market consists of (Stull, C., Myers, P.& Scott D.M. (2008) as cited in:
https://learn.marsdd.com/):
Existing customers: People who have already purchased your product.
Prospects: People who have not yet purchased your product but are considering
it.
Target market users: People in your target market who are not currently looking
for a solution.
The market now demands that your business align to their needs. In order to
properly align your marketing efforts ‒ and your content, in particular ‒ to what buyers
need, you have to have a clear understanding of the many intricacies, pains and
pressures within your market. To achieve such alignment, the ability to define market
patterns, needs, interests, preferences, etc. for a comprehensive view of the buying
process is critical (www.aberdeen.com).
ACTIVITIES
Activity 1. Read and analyze the statements below about “Market”. Determine whether
the statement is TRUE OR FALSE. Write TRUE if the statement is correct and write
FALSE if otherwise. Write your answer in the space provided.
__________1. A market is any place where two or more parties can meet to engage in an
economic transaction—and should only involve legal tender.
___________2. Market includes retail stores and other similar businesses that sell
individual items to wholesale markets selling goods to other distributors but may not
be virtual.
___________3. Market refers to the whole area of operation of demand and supply.
___________4. A market signifies any arrangement in which the sale and purchase of
goods take place.
___________5. The market establishes the prices for goods and other services.
Activity 2. Read and analyze the given situations below. Identify whether this refers to
existing customer, prospects, or target market users. Write your answer in the space
provided.
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Learning Module for Entrepreneurship
DIRECTIONS: Give the meaning of the following word/phrase in each item. You may
use the internet to define the given word/phrase. Write your answer in the space
provided.
REMEMBER
• Potential market is the part of the total population that has shown some level
of interest in buying a particular product or service. Potential market is also
called Total addressable market (TAM) (MBA Skool Team, 2018).
• Available Market are prospects who are willing and capable (have sufficient
resources) buyers, and have access to a particular market or service
(www.businessdictionary.com).
• Target Market refers to a group of potential customers to whom a company
wants to sell its products and services. Target markets are generally categorized
by age, location, income, and lifestyle (Kenton, W., 2019).
• Penetrated Market is a set of customers or clients who are already using a
particular product or service (www.businessdictionary.com).
• Need is a motivating force that compels action for its satisfaction. Needs range
from basic survival needs (common to all human beings) satisfied by necessities,
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Learning Module for Entrepreneurship
to cultural, intellectual, and social needs (varying from place to place and age
group to age group) satisfied by necessaries
(www.businessdictionary.com).
• A Market is a place where two parties can gather to facilitate the exchange of
goods and services (Kenton, W. & Boyle, M., 2020).
• Existing customers are people who have already purchased your product.
• Prospects are people who have not yet purchased your product but are
considering it.
• Target market users are people in your target market who are not currently
looking for a solution.
POST-TEST
Identification. Read and analyze the statements below and identify whether this refers
to potential market, available market, target market, or penetrated market. Write
your answer in the space provided.
_________3. It is the part of the total population that has shown some level of interest in
buying a particular product or service.
_________4. It includes specific customers to whom a company directs its marketing
efforts.
_________5. Customers or clients who are already using a particular product or service.
MATCHING TYPE. Match the definitions in Column A with the word/phrase in Column
B. Write your answer in the space provided.
Column A Column B
1. It is a company’s marketing goals and objectives combined A. Market
into a single comprehensive plan.
2. Refers to a person or organization that uses a commodity or B. Target Market
service.
3. This is an area or arena in which commercial dealings are C. Potential Market
conducted.
4. This is used to give a general idea of the size of a company D. Need
in relation to its market and its competitors.
5. This is one part of the total market for a good or service. E. Demographic group
6. It is also called Total addressable market (TAM). F. Market Strategy
7. A person or business that purchases a commodity or G. Market size
service.
8. Circumstances in which something is necessary, or that H. Customers
require some course of action; necessity.
9. The study of the characteristics of human populations, I. Consumers
such as size, growth, density, distribution, and vital
statistics.
10. The number of buyers and sellers in a particular market. J. Market share
REFLECTIVE LEARNING
If you’re thinking about starting a business, most likely you have dreamed of one
that involves your interests. But, what does the market need or want? Do you know who
is buying what and how much, or how, where and why they are buying those goods or
services already?
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Learning Module for Entrepreneurship
Congratulations! You are almost done in this module. Please write your idea
on the situation below.
E-SITES
To further explore the concept learned today, please watch the video about
“Understanding Customers need” @www.youtube.com
REFERENCES
Websites
Acknowledgement
Writers: Farida F. Tallud, DBM
Mark Vincent B. Emit, PhD
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