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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
Republic Act 8293, section 176 states that: No copyright shall subsist in any work
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Every effort has been exerted to locate and seek permission to use these materials from
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ownership over them.
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:
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:
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.
What I Need to Know This will give you an idea of the skills or
competencies you are expected to learn in
the module.
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what you learned from the lesson.
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
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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
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
Needs –states of felt deprivation and is something that a person must have in order
to live and survive.
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.
Market – composed of people with both desire and ability to buy a product or
service.
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What’s In
1. _____________ 4. _____________
2. _____________ 5._____________
3. _____________ 6. ____________
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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.
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
1. GOODS
2. SERVICES
3. EVENTS
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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
9. INFORMATION
10. IDEA
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Five different concepts of marketing that each have a specific function in a
holistic marketing strategy. The concepts are:
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
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No. The Selling Concept The Marketing Concept
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.
6 The Selling Concept makes poor The marketing concept works on facts
assumptions. gathered by its “market and customer
first” approach.
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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.
COLUMN A COLUMN B
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What I Have Learned
It is time to check what you have learned from our lesson by answering the
following.
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.
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2. Insurance company
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
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 is
own words. student’s own where the text in authors’ included.
accurate.
words. is not in own words
student’s own and/or no text
words. included.
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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.
II. Directions: Read the sentences carefully and choose the correct answer. Write
only the letter of your answer on your notebook.
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
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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
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?
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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Assessment Activity 5
II.
1. A. 1. Experiences
2. D. 2. Service
3. C. 3. Persons
4. B. 4. Events
5. A. 5. Places
6. B.
7. D.
8. D.
9. A.
10. D.
Activity 3 Activity 2 Activity 1 What I
1. Selling
Know
1. Societal = b 1. Wants
2. Selling I.
2. Relationship = c 2. Needs 1. C.
3. Marketing 3. Production = e 3. Needs 2. A.
4. Selling 4. Marketing = a 4. Needs 3. A.
5. Selling 5. Selling = d 5. Wants 4. C.
6. Marketing 6. Needs 5. B.
7. Marketing II.
1. True
8. Marketing 2. False
9. Marketing 3. True
10.Selling 4. True
5. True
Answer Key
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%20Ramas
wami_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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