11

PRINCIPLES OF
MARKETING
Quarter 1

MODULE 1
Marketing Principles and
Strategies
Principles of Marketing– Grade 11
Alternative Delivery Mode
Quarter 1 – Module 1: Marketing Principles and Strategies
First Edition, 2020

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Published by the Department of Education

Secretary: Leonor Magtolis Briones
Undersecretary: Diosdado M. San Antonio

Development Team of the Module

Writers:
Editors:
Reviewers: EPS Glyn V. Sayson, Ed.D
Layout Artist:
Management Team: Dr. Isabelita M. Borres, CESO III
Eugenio B. Penales, Ed. D
Sonia D. Gonzales
Name of CID Chief: Juliet A. Magallanes, Ed.D
Name of Division EPS In Charge of LRMS: Florencio R. Caballero, DTE
Name of Division ADM Coordinator: Alma D. Belarmino

Printed in the Philippines by ________________________

Department of Education – Region IX

Office Address: Regional Center, Balintawak, Pagadian City

____________________________________________
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Senior High School
11
PRINCIPLES OF
MARKETING
Quarter 1 – Module1:
Marketing Principles and
Strategies
Introductory Message
For the facilitator:

Welcome to the Principles of Marketing-Grade 11 Alternative Delivery Mode

(ADM) Module on Marketing Principles and Strategies!

This module was collaboratively designed, developed and reviewed by

educators both from public and private institutions to assist you, the teacher or
facilitator in helping the learners meet the standards set by the K to 12 Curriculum
while overcoming their personal, social, and economic constraints in schooling.

This learning resource hopes to engage the learners into guided and
independent learning activities at their own pace and time. Furthermore, this also
aims to help learners acquire the needed 21st century skills 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. Furthermore, you are expected to encourage and
assist the learners as they do the tasks included in the module.

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For the learner:

Welcome to the Principles of Marketing-Grade 11 Alternative Delivery Mode

(ADM) Module on Marketing Principles and Strategies!

Every business needs a marketing strategy. It introduces the company’s

goods and services to potential customers, and informs existing ones of additional
opportunities to buy.

An excellent marketing strategy plays a vital part of any successful business;

it focuses on what you want to achieve for your business.

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 resource while being an
active learner.

This module has the following parts and corresponding icons:

What I Need to Know This will give you an idea of the skills or
competencies you are expected to learn in
the module.

What I Know This part includes an activity that aims to

check what you already know about the
lesson to take. If you get all the answers
correct (100%), you may decide to skip this
module.

What’s In This is a brief drill or review to help you link

the current lesson with the previous one.

What’s New In this portion, the new lesson will be

introduced to you in various ways such as a
story, a song, a poem, a problem opener, an
activity or a situation.

What is It This section provides a brief discussion of

the lesson. This aims to help you discover
and understand new concepts and skills.

What’s More This comprises activities for independent

practice to solidify your understanding and
skills of the topic. You may check the
answers to the exercises using the Answer
Key at the end of the module.

What I Have Learned This includes questions or blank

sentence/paragraph to be filled into process
what you learned from the lesson.

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 What I Can Do This section provides an activity which will
help you transfer your new knowledge or
skill into real life situations or concerns.

Assessment This is a task which aims to evaluate your

level of mastery in achieving the learning
competency.

Additional Activities In this portion, another activity will be given

to you to enrich your knowledge or skill of
the lesson learned. This also tends retention
of learned concepts.

Answer Key This contains answers to all activities in the

module.

At the end of this module you will also find:

This is a list of all sources used in

References
developing this module.

The following are some reminders in using this module:

1. Use the module with care. Do not put unnecessary mark/s on any
part of the module. Use a separate sheet of paper in answering the
exercises.
2. Don’t forget to answer What I Know before moving on to the other activities
included in the module.
3. Read the instruction carefully before doing each task.
4. Observe honesty and integrity in doing the tasks and checking your
answers.
5. Finish the task at hand before proceeding to the next.
6. Return this module to your teacher/facilitator once you are through with it.
If you encounter any difficulty in answering the tasks in this module, do not
hesitate to consult your teacher or facilitator. Always bear in mind that you are
not alone.

We hope that through this material, you will experience meaningful learning
and gain deep understanding of the relevant competencies. You can do it!

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 What I Need to Know

This module was designed to enhance your interest in marketing in both a

professional and an academic discipline. It is here to provide you with a practical
knowledge of marketing principles and strategies and how these applied in the
business environment.

The scope of this module covers the importance of marketing as a business

function and in the economy. This unit of competency may apply in attaining
growth for a company.

The module is focus on:

L.O.1. Marketing and its Traditional Approaches

After going through this module, you are expected to:

1. Define and understand marketing
(ABM_PM11-lab-1)

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 What I Know

Before you start studying this module, let us check your prior knowledge
about the topics that will be discussed in it.
Pre-Test:
I – Directions: Read each item and answer it correctly. Write your answers on
your activity notebook.
1. It refers to any type of promotion, advertising or campaign that has
been in use by companies for years, and that has a proven success
rate.
a. digital marketing
b. modern marketing
c. traditional marketing
d. relationship marketing
2. Which of the following would be considered a nonprofit organization?
a. A homeless shelter that charges a fee for its services and uses the
proceeds for the upkeep of the shelter
b. A drug rehabilitation center in which revenues in excess of cost go to
the owners
c. A vaccination clinic owned by an individual entrepreneur
d. A bookstore open to the public for business
3. Anything that can be offered to a market to satisfy a need or want.
a. product c. quality
b. customer value d. price
4. The primary function of promotion is to
a. sell products and services
b. create awareness
c. inform, persuade, and remind
d. make a demand more elastic
5. It is composed of people with both desire and ability to buy a product
or service.
a. community c. supermarket
b. market d. city
II - Directions: Write the word TRUE if the statement is correct and the word
FALSE if it is wrong. Use your notebook for your answers.
1. A human need is something that a person must have in order to live and
survive.
2. Production concept refers to the idea that people will buy more goods and
services through personal selling and advertising done aggressively to push
them in the market.
3. Goals are different from objectives.
4. A not-for-profit organization is a type of organization that does not aim for
earning profit for its owners.
5. Event Marketing is the sport, culture, and charity activities to selected
target markets.

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Lesson
Marketing and its Traditional
1 Approaches

Many people think of marketing only as selling and advertising. And no

wonder- every day we are bombarded with television commercials, newspapers ads,
direct mail, and sales calls.

Today, marketing must be understood not in the old sense of making a sale-
“telling and selling”- but in the new sense of satisfying customer needs.

LET US STUDY

Definition of Terms

Marketing –the activity of institutions, and processes of creating, communicating,

delivering, and exchanging offerings that have value for customers, clients,
partners, and society at large.

Needs –states of felt deprivation and is something that a person must have in order
to live and survive.

Wants –something that a person desires to have.

Demands –human wants that are supported by buying power.

Product –anything that can be offered to a market to satisfy a need or want.

Exchange– is the act of obtaining a desired object from someone by offering

something in return.

Transaction –a trade between two parties that involves at least two things of value,
agreed-upon conditions, a time of agreement, and a place of agreement.

Relationship Marketing – is the process of creating, maintaining, and enhancing

strong, value-laden relationships with customers and other stakeholders.

Market – composed of people with both desire and ability to buy a product or
service.

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 What’s In

Activity 1: Needs vs. Wants!

Directions: Decide if the items below are needs or wants. Write your answers on
your activity notebook.

1. _____________ 4. _____________

2. _____________ 5._____________

3. _____________ 6. ____________

Notes to the Teacher

Let the student guess the picture above to
recognize prior learning of the basic
materials and implements discussed from
the previous lesson.

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 What’s New

To Read:
Do What Your Competitors Won’t Do

Back in the heyday of Nike’s first explosion in growth, they fearlessly tried
what other companies wouldn’t do. They failed sometimes, in big ways.

In the 1980s, they attempted to enter the casual shoe market. And it caused
them to fall behind Britain’s Reebok, America’s athletic sneaker leader.

But Nike didn’t let that stop them. In the 1970s and early 1980s, they used
a then-unknown, and sometimes scoffed at, marketing tactic: celebrity athlete
endorsements.

Romanian tennis player Ilie Nastase, affectionately known as “the Bucharest

Buffoon” for his on-court antics, was Nike’s first celebrity athlete endorsement in
1972. He ranked number one in the world in 1973 and 1974. Steve Prefontaine, a
middle-distance track star, was another key signing in the mid-1970s. By 1980,
this strategy catapulted Nike’s IPO and revenue growth to $270 million.

…And then they convinced someone named “Michael Jeffrey Jordan” to

endorse their shoes in 1985. Fascinatingly, Jordan was a lifelong lover of Adidas.
But Adidas didn’t offer him a deal. At the time of the signing, he wasn’t a superstar.
But by 1990, Nike’s revenue hit $2.2 billion. And as of last year, it sits at nearly
$32.4 billion.

Today, Adidas is about 1/3 the size of Nike. And Reebok about 1/45.

The lesson to learn isn’t the obvious one: clearly, most small business can’t
afford celebrity endorsements.

The takeaway: Try something new. Be willing to fail. Your competitors want

to “play it safe” and do the same old thing because they’re afraid they’ll lose their
market position and never regain it.

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 What is It

I. SCOPE OF MARKETING

The scope of marketing can be understood by discussing what is marketing,

how it works, what is marketed and who does the marketing.
According to Philip Kotler, marketing people are involved with ten types of
entities. These are:

1. GOODS

Physical goods constitute the

major part of a country’s production and
marketing effort. Companies market
billions of food products, and millions of
cars, refrigerators, television and
machines.

2. SERVICES

As economies advance, a large

proportion of their activities are focused on the
production of services.
Services include the work of airlines,
hotels, car rental firms, beauticians, software
programmers, management consultants, and
so on. Many market offerings consist of a mix
of goods and services. For example, a
restaurant offers both goods and services.

3. EVENTS

Marketers promote events.

Events can be trade shows, company
anniversaries, entertainment award
shows, local festivals, health camps,
and so on. For example, global
sporting events such as the Olympics
or Common Wealth Games are
promoted aggressively to both
companies and fans.

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 4. EXPERIENCES
Marketers create experiences by offering
a mix of both goods and services. A product is
promoted not only by communicating
features but also by giving unique and
interesting experiences to customers. This
Sprite shower is a great example of
experiential marketing.

5. PERSONS
Due to a rise in testimonial
advertising, celebrity marketing has
become a business. All popular
personalities such as film stars, TV
artists, and sportspersons have agents
and personal managers. They also tie up
with PR agencies for better marketing of
oneself.

6. PLACES
Cities, states, regions, and
countries compete to attract tourists.
Today, states and countries are also
marketing places to factories,
companies, new residents, real estate
agents, banks and business
associations. Place marketers are
largely real estate agents and builders.
They are using mega events and
exhibitions to market places. The
tourism ministry is also aggressively
promoting tourist spots locally and
globally.
7. PROPERTIES
Properties can be categorized as real
properties or financial properties. Real property
is the ownership of real estates, whereas
financial property relates to stocks and bonds.
Properties are bought and sold through
marketing.
Marketing enhances the need of
ownership and creates possession utility. With
improving income levels in the economy, people
are seeking better ways of saving money. Financial and real property marketing
need to build trust and confidence at higher levels.

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 8. ORGANIZATIONS

Organizations actively work to build image in the

minds of their target public. Marketers of the services
need to build the corporate image, as exchange of
services does not result in the ownership of anything.
The organization’s goodwill promotes trust and reliability.
The organization’s image also helps the companies in the
smooth introduction of new products.

9. INFORMATION

Information can be produced and

marketed as a product. Educational
institutions, encyclopedias, non-fiction
books, specialized magazines and
newspapers market information. The
production, packaging, and distribution
of information are a major industry.

10. IDEA

Every market offering includes a

basic idea. Products and services are
used as platforms for delivering some
idea or benefit. Social marketers widely
promote ideas.

II. TRADITIONAL APPROACHES TO MARKETING

Traditional concept marketing is a marketing strategy a company uses to
determine if it can produce a viable product consumers want or need, whether the
company can produce enough products to fill the need, and the marketing method
by which the need can be filled.
Marketing is a department of management that tries to design strategies that
will build profitable relationships with target consumers.
Marketers must answer 2 important questions:
1. What philosophy is the best for a company in setting marketing
strategies?
2. What will be the importance for organization, customers and society’s interests?
To answer these; there are five concepts under which organizations design
and carry out their marketing strategies.

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 Five different concepts of marketing that each have a specific function in a
holistic marketing strategy. The concepts are:

These concepts are described below:

1.

The idea
of
production concept – “Consumers will favor products that are available and highly
affordable”. This concept is one of the oldest Marketing management orientations
that guide sellers.
Companies adopting this orientation run a major risk of focusing too
narrowly on their operations and losing sight of the real objective.
Most times; the production concept can lead to marketing myopia. It's a
theory that states companies focus on their needs and short term growth
strategies. They neglect the needs and wants of their customers and fail as a result.
Management focuses on improving production and distribution efficiency.

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2. THE SELLING CONCEPT

The selling concept proposes that customers, be individual or organizations

will not buy enough of the organization's products unless they are persuaded to do
so through selling effort. So organizations should undertake selling and promotion
of their products for marketing success.
Here the management focuses on creating sales transactions rather than on
building long-term, profitable customer relationships.

3. THE MARKETING CONCEPT

The marketing concept holds- “achieving organizational goals depends on
knowing the needs and wants of target markets and delivering the desired
satisfactions better than competitors do”.
This concept focuses on the needs and wants of target marketing as well as
delivering value better than its competition. 
Here marketing management takes a “customer first” approach.
Under the marketing concept, customer focus and value are the routes to
achieve sales and profits.
The marketing concept is a customer-centered “sense and responds”
philosophy. The job is not to find the right customers for your product but to find
the right products for your customers.
The marketing concept and the selling concepts are two extreme concepts
and different from each other.

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No. The Selling Concept The Marketing Concept

1 undertakes a large-scale selling and undertakes activities such as; market

promotion effort research,

2 The Selling Concept is suitable with The Marketing Concept is suitable for
unsought goods—those that buyers almost any type of product and market.
do not normally think of buying,
such as insurance or blood
donations.

3 Focus on the selling concept starts Focus on the marketing concept starts
at the production level. at understanding the market.

4 Any company following selling Companies that are following the

concept undertakes a high-risk marketing concept require baring less
risk and uncertainty.

5 The Selling Concept assumes Instead of making an assumption, The

–“customers who are coaxed into
buying the product will like it. Or, if
they don’t like it, they will possibly
forget their disappointment and
buy it again later.”
marketing concept finds out what really
the consumer requires and acts
accordingly to them.

6 The Selling Concept makes poor The marketing concept works on facts
assumptions. gathered by its “market and customer
first” approach.

4. THE RELATIONSHIP CONCEPT/MARKETING

Relationship marketing is a facet of customer relationship management

(CRM) that focuses on customer loyalty and long-term customer engagement rather
than shorter-term goals like customer acquisition and individual sales.
The goal of relationship marketing (or customer relationship marketing) is to
create strong, even emotional, customer connections to a brand that can lead to
ongoing business, free word-of-mouth promotion and information from customers
that can generate leads.

5. THE SOCIETAL MARKETING CONCEPT

The societal marketing concept holds “marketing strategy should deliver

value to customers in a way that maintains or improves both the consumer’s and
society’s well-being”.
It calls for sustainable marketing, socially and environmentally responsible
marketing that meets the present needs of consumers and businesses while also
preserving or enhancing the ability of future generations to meet their needs.

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 The Societal Marketing Concept puts Human welfare on top before profits
and satisfying the wants.

The five marketing concepts are a good example of how marketing has
changed throughout the years. It has shifted its focus from products to users . 

All of these marketing concept mindsets can help you achieve organizational
goals depending on if you understand the needs and wants of your target market
while delivering quality products people prefer.

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 What’s More

Let us check your understanding of the topic by doing the next activities.

Activity 2: Unscramble and Match!

Directions: Rearrange the letters in column A to make words and match them with
their meaning in COLUMN B. Use your activity notebook for your
answers.

COLUMN A COLUMN B

1. ALOETICS =__________________ a. focuses on the needs and wants of

target marketing as well as
delivering value better than its
2. HELISTOPRAIN =__________________ competition. 
b. puts Human welfare on top before
profits and satisfying the wants.
[

3. COURDTOPIN =__________________ c. to create strong, even emotional,

customer connections to a brand
that can lead to ongoing business.
4. TAKENGRIM =__________________ d. the management focuses on
creating sales transactions rather
than on building long-term,
5. LIGLENS =_________________ profitable customer relationships.
e. management focuses on improving
production and distribution
efficiency.

Activity 3: Knowing the Difference!

Directions: On your activity notebook, identify whether the given information is
the SELLING CONCEPT or the MARKETING CONCEPT.

____________________1. Focus starts at the production level.

____________________2. Suitable with unsought goods—those that buyers do not
normally think of buying, such as insurance or blood
donations.
____________________3. Suitable for almost any type of product and market.
____________________4. Undertakes a high-risk
____________________5. Makes poor assumptions.
____________________6. Focus starts at understanding the market.
____________________7. Profits through customer satisfaction.
____________________8. Instead of making an assumption, it finds out what really
the consumer requires and acts accordingly to them.
____________________9. Works on facts gathered by its “market and customer first”
approach.
____________________10. Profit through sales volumes.

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 What I Have Learned

It is time to check what you have learned from our lesson by answering
the following.

Activity 4: Express your thoughts!

Direction: Fill in the statement in your activity notebook.

1. I Learned that…………………
___________________________________________________________________________

___________________________________________________________________________

___________________________________________________________________________

___________________________________________________________________________

_______________________________________________________________________.

2. I realized that…….
___________________________________________________________________________

___________________________________________________________________________

___________________________________________________________________________

___________________________________________________________________________

_______________________________________________________________________.

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 What I Can Do

Are you now ready to apply what you have learned about the scope of
marketing and its traditional approaches?
Let us begin.

Activity 5: Know the Scope!

Directions: Identify the market offering of the given statements/examples in the
first column and give what scope of marketing it belong (GOODS, SERVICES,
EVENTS, EXPERIENCES, PERSONS, PLACES, PROPERTIES, ORGANIZATIONS,
INFORMATION, IDEA). Write your answers on your activity notebook. The first one
has been done for you.

EXAMPLES MARKET OFFERING

1. Volkswagen - Piano Staircase

Though known for being a car

company, Volkswagen has been EXPERIENCES
known for extending their brand
beyond the automotive industry.
One way they were able to do so
was by creating a concept called “the
fun theory” in which they attempt to
pivot people’s behavior by adding an
element of fun. The Volkswagen team
cleverly created “piano” stairs in a
subway stop in Germany, right next to
the escalator.
This led commuters to choose the
stairs, playing their own tunes as they
went up and down each step. As a
result, 66% more people chose the

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stairs as opposed to the escalator.

2. Insurance company

3. Jollibee officially launched
award-winning Filipino actress,
singer, dancer, Maja Salvador as
the newest celebrity endorser of
their all-star offering, the Jollibee
Super Meals.

4. Official Shopify Manila Meetup:

Growing Your Shopify Store in 2020

Find out how you can best use

Shopify to help you sell your products
within its platform through various
marketing strategies, including influencer
marketing, trust-based marketing, and so
on. It’s free to register to the event, with
free lunch and after-event beers to boot!

5. Here at Wow Philippines Travel

Agency, we can provide you with a
wonderful and exciting tour package for
any destination in the Philippines.

Activity 5: Show your Creativity!

Directions: Create Destination Marketing for Zamboanga del Sur.

Remember for a specific tourist spot within the place, make a creative poster
and choose your best tagline to promote and attract travelers and potential visitors.
Highlight the things that make it unique, or the things that make it a desirable
place to travel to.
Upload the poster in the class’ FB group or have a printout of it and paste it
in your activity notebook. Be guided by the rubric given.

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RUBRIC:

Criteria 5 4 3 2 1

Content Content is Content is Content is Content is Content is

accurate and all accurate but accurate but either inaccurate.
Poster contains required some required some required questionable Information is
appropriate items information is information is information is or incomplete. incomplete,
and information presented in a missing and/or missing and/or Information is inaccurate, or
(information is logical order. not presented in not presented not presented not presented
appropriate to a logical order, in a logical in a logical in a logical
assigned topic). but is still order, making order, making order, making
generally easy to it difficult to it difficult to it difficult to
follow. follow. follow. follow.

Presentation Presentation is Presentation is Presentation Presentation is Presentation

neat, clean, well- mostly neat and flows well. unorganized. has no flow.
Poster is clean, organized and clean. Some tools are Tools are not Insufficient
neat, and creative. presented in a Information is used to show used in a information
The information is creative way. organized in a acceptable relevant and lacking
well organized, logical manner understanding. manner. some of the
interesting, Presentation is and shows some Lacking some member’s
accurate, and colorful and degree of Each member’s of the information.
reflects an creative. creativity. The information is members’
understanding of Information is overall represented information/
the topic. interesting and presentation is and identified and or
accurate. interesting. with their information is
name. not identified

Pictures, Clip Art Images, Images, Most images Images are No images or
and Artwork pictures, clip art pictures, and and/or artwork inappropriate artwork
and drawn clip art and is are colorful and artwork included.
Images, pictures, artwork are drawn artwork and shows little, if
clip art and drawn colorful, and are mostly appropriate. any, creativity.
artwork are colorful appropriate to colorful and The layout The layout is
and appropriate to the topic. Layout appropriate. shows little messy,
the assigned topic. Layout may creativity
The layout flows flows well, show some and/or is not disorganized
well and shows shows creativity, degree of organized or cluttered.
creativity. The and is pleasing creativity but is logically or
overall result is to the eye. not organized cluttered.
pleasing to the eye. logically and/or
is cluttered.

Mechanics No spelling, A few (2-3) No more than 5 No more than More than 7
grammar, or errors in spelling, 7 spelling, spelling,
Spelling, grammar, punctuation spelling, grammar or grammar or grammar or
and errors in the grammar or punctuation punctuation punctuation
text. Text is in punctuation. errors. Several errors.. Most errors. Text is
punctuation in any
the student’s Most text is in instances of text is not copied or not
text on the poster
own words. student’s own where the text in authors’ included.
is accurate.
words. is not in own words
student’s own and/or no text
words. included.

Overall The poster The poster

Presentation fulfills all fulfills all but
requirements of one of the
The poster fulfills the assignment requirements of
all requirements of and represents the assignment
the assignment and the student’s full and shows that
shows the student’s potential. the student put
full potential. forth an honest
effort to
complete the

17
 assignment.

Assessment

It’s time for you to display your understanding of the topic of this module.

I. Directions: Answer the given questions briefly and concisely. Write your
answers on your notebook.

1. Discuss why you should study marketing.

2. Identify the single biggest difference between the marketing concept and
selling concepts. Discuss which concepts are easiest to apply in the short
run. Predict which concept you believe can offer the best long-term success.

II. Directions: Read the sentences carefully and choose the correct answer. Write
only the letter of your answer on your notebook.

1. What do companies call a set of benefits that they promise to consumers to

satisfy their needs?
a. Market offering
b. Value proposition
c. Demand satisfaction
d. Need proposition

2. Which of the following refers to sellers being preoccupied with their own
products and losing sight of underlying consumer needs?
a. Selling myopia
b. Marketing management
c. Value proposition
d. Marketing myopia

3. When marketers set low expectations for a market offering, the biggest risk
they run is ________.
a. Disappointing loyal customers
b. Decreasing customer satisfaction
c. Failing to attract enough customer
d. Failing to understand their customers’ needs

4. ___________ is the act of obtaining a desired object from someone by offering

something in return.
a. A value proposition
b. Exchange
c. Bribery
d. Donation

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5. A(n) __________ is the set of actual and potential buyers of a product.
a. Market
b. Audience
c. Group
d. Segment
6. Which of the following marketing management concepts is most likely to lead
to marketing myopia?
a. Customer-driven marketing
b. Production
c. Social marketing
d. Selling

7. Which concept calls for aggressive selling and focuses on generating

transactions to obtain profitable sales?
a. Marketing
b. Production
c. Societal marketing
d. Selling

8. Which concept holds that achieving organizational goals depends on

knowing the needs and wants of target markets and delivering the desired
satisfactions better than competitors do?
a. Product
b. Production
c. Selling
d. Marketing

9. Which of the following reflects the marketing concept philosophy?

a. “We don’t have a marketing department; we have a customer
department.”
b. “We’re in the business of making and selling superior products.”
c. “We build them so you can buy them.”
d. “You won’t find a better deal anywhere.”

10.Which concept holds that firms must strive to deliver value to customers in a
way that maintains or improves the consumer’s and society’s well-being?
a. Marketing
b. Selling
c. Product
d. Societal marketing

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 Additional Activities

Congratulations, learner! You’ve come this far. You’ve learned a lot about the
marketing and its traditional approaches.
Now, for your additional activity:
1. Conduct and interview among the members of your family about their
experiences having meals in fast food chains or restaurants.
2. Make a compilation of the interview using the form below.
3. Write your reflections in your journal notebook using guided questions:
a. Consider the differences; do you think the restaurants have
different marketing management philosophies?
b. Which restaurant is closest to the marketing concept? Is one closer
to the selling concept or production concept?

Name of family member:

Relationship:
Name of restaurant/ food
chain:
Question:1 How did you observe the way they handled or managed
your orders? How about the way they respond to your
orders?
Answer:

Question:2 How would you rate your experience with their service?
___Very satisfied
___Satisfied
___Neither agree nor disagree
___Dissatisfied
___Very dissatisfied
Question:3 Having different experience in other restaurants? Use
another form if yes.

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 Answer Key

What I Activity 1 Activity 2 Activity 3

Know
1. Wants 1. Societal = b 1. Selling
I. 2. Needs
1. C.
2. Relationship = c 2. Selling
2. A. 3. Needs 3. Production = e 3. Marketing
3. A. 4. Needs 4. Marketing = a 4. Selling
4. C. 5. Wants 5. Selling = d 5. Selling
5. B. 6. Needs 6. Marketing
II.
7. Marketing
1. True
2. False 8. Marketing
3. True 9. Marketing
4. True 10.Selling
5. True

Activity 5 Assessment
II.
1. Experiences 1. A.
2. Service 2. D.
3. Persons 3. C.
4. Events 4. B.
5. Places 5. A.
6. B.
7. D.
8. D.
9. A.
10. D.

21
References:

Book

1. Kotler, P. and Armstrong, G., 1996. Principles Of Marketing. 7th ed. Upper Saddle
River, NJ 07458: Prentice Hall, Inc., pp.5-19.

E-book or PDF

1. 2020. Associate Professor Of Marketing (Education). [ebook] p.1. Available at:

<https://inet.smu.edu.sg/sites/courses/Documents/Outlines/UGRD/1410/
MKTG101_Seshan%20Ramaswami_AY14-15%20T1.pdf> [Accessed 1 August 2020].

Website

1. En.wikipedia.org. 2020. Product Concept. [online] Available at:

<https://en.wikipedia.org/wiki/Product_concept> [Accessed 1 August 2020].
2. iEduNote.com. 2020. 5 Marketing Concepts - Marketing Management Philosophies. [online]
Available at: <https://www.iedunote.com/marketing-concepts> [Accessed 1 August 2020].

Online Image

1. n.d. [image] Available at: <https://miro.medium.com/max/700/1*k-

OK5ijX4sgDeLTTXF53Jg.png> [Accessed 1 August 2020].
2. 2020. [image] Available at:
<https://www.tripastute.com/wp-content/uploads/2017/12/Logo-Slogan-high-res.png>
[Accessed 1 August 2020].
3. 2020. [image] Available at: <https://www.flickr.com/photos/kj_/3668908841/> [Accessed 1
August 2020].
4. 2020. [image] Available at: <https://miro.medium.com/max/700/1*k-
OK5ijX4sgDeLTTXF53Jg.png> [Accessed 1 August 2020].
5. 2020. [image] Available at:
<https://coolerinsights.com/wp-content/uploads/2007/01/Sprite-Shower-Marketing-
Experiences.jpg> [Accessed 1 August 2020].
6. 2020. [image] Available at: <https://aslipaisa.com/wp-content/uploads/2019/04/mutual-
funds-compounding-1024x569.png> [Accessed 1 August 2020].
7. 2020. [image] Available at:
<https://www.demandgen.com/wp-content/uploads/2018/06/modern-marketing-
organization_1_demandgen-1024x547.png> [Accessed 1 August 2020].
8. 2020. [image] Available at: <https://fishbat.com/wp-content/uploads/2019/08/new-
product-marketing-strategy.jpg> [Accessed 1 August 2020].
9. 2020. [image] Available at:
<https://www.bluetext.com/wp-content/uploads/2017/04/Branding-101.jpg> [Accessed 1
August 2020].
10. 2020. [image] Available at: <https://i0.wp.com/www.iedunote.com/img/1086/marketing-
concepts-infographic.png?resize=1280%2C6790&quality=100&ssl=1> [Accessed 1 August
2020].

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