Quarter 1 Principles of Marketing

Republic of the Philippines
Department of Education
Region II
Division of Tuguegarao City
Cagayan National High School- Senior High
PRINCIPLES OF MARKETING
QUARTER 1
LEARNING ACTIVITY SHEETS
Writers:
Babylyn T. Imperio
Ma. Rosario P. Marchan
Vivien M. Guzman
Ar-jay C. Romero
Language Editors: Christopher B. Cauan & Ma.Victoria D. Bassig

Quality Assurance Team:
Richard N. Romero Grace M. Mabasa Grace T. Macababbad
Master Teacher I Assistant Principal II Secondary School Principal IV
1
Table of Contents
Competency Page
Define and understand marketing……………………………………..1

*Principles
*Goals
*Approaches
Define “Relationship Marketing” ……………………………………. 6
Explain the value of customers ……………………………………….6
Distinguish between strategic and marketing

planning in terms of objectives and processes ……………………... 11
Analyze the elements of macro and micro-environment

and their influence on marketing planning ………………………..15
Define marketing research, its importance to a business

enterprise and identify the steps in marketing research …………..19
Differentiate the buying behavior and decision making

of individual/household customer versus the business
(organizational) customer …………………………………………22
Identify and segment market for a product or service ………………..25
Select the appropriate target market segment and its positioning ……28
2
Name of Learner: Grade Level: ___
Section: Date: ___
LEARNING ACTIVITY SHEET

Define and Understand Marketing Principles, Goals and Approaches
Background Information for Learners

Organizations earn revenues and generate profits by offering products and services. These are
offered to both l customers and organizations. The profits generated pay for the costs and expenses
of the business. These include factory and office rentals, salaries of employees, utilities,and among
others. Profits are generated when products offered by an organization are purchased and paid by
a customer. In such business transactions, money is the typical mode of payment. Offering
products and services to customers and ensuring that these are purchased are among the major
functions of marketing. Without marketing, most businesses may cease to exist and may not be
able to sustain their operations. Profit is one of the major driving forces, or the main motivation of
a business operation. For this reason, marketing is often referred to as the “lifeblood” of every
business.
THEORIES AND CONCEPTS

• Kotler and Armstrong (2001) “Marketing is a social and managerial process whereby
individuals and groups obtain what they need and want through creating and exchanging
products and value with others.”
• Pagoso and Dela Cruz (2000) defined marketing as “a total system of business activities
designed to plan, price, promote and distribute want- satisfying products, services and
ideas to target market in order to achieve organizational objectives”.
• Josiah Go and Chiqui Escareal-Go (2011) defined marketing as “a process of
continuously and profitably satisfying the target customer’s needs, wants, and
expectations superior than competition”.
• The American Marketing Association (AMA) defines marketing as “the activity, set of
institutions, and processes for creating, communicating, delivering, and exchanging
offerings that have value for customers, clients, partners, and society at large”.
There are several basic components underlying marketing, namely:
1. Needs- A human need is something that a person must have in order to live and survive.
Humans have many complex needs. These needs are part of the basic human nature.
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a. Basic, physical needs for food, clothing, warmth, and safety.
b. Social needs for belonging and affection.
c. Individual needs for knowledge and self-expression.
2. Wants- A human want is something that a person desires to have.

3. Demands- These are human wants that are backed by buying power. Consumers view products
as bundles of benefits and choose products that give them the best bundle for their money.
4. Exchange- Marketing happens when a buyer and a seller exchange something of value.
5. Market- This is composed of people with both desire and ability to buy a specific
product/service.
GOALS OF MARKETING
Marketing Goals are statements of what results a company wants to achieve with its marketing
efforts.
Mentioned below are examples of noteworthy goals:
1. Identifying target market- Target market is the segment of the market most likely to
purchase the firm’s products or services. The marketing goal can use market research to
pinpoint specific demographic characteristics such as age, gender, income, and
educational level that help identify the ideal customer.
2. Increasing sales and profits- One major goal of any company’s marketing strategy is
increasing sales and profits.
3. Increasing brand awareness- Another goal of marketing strategy is increasing awareness
of a company or brand.
4. Increasing market share- Companies also create various marketing strategies to increase
market share which is the percentage of unit and peso sales a company handles in its
(referring to “company”- singular noun) industry.
5. Countering competitive strategies- There are times when marketing goal encounters a
competitive strategy.
6. Reputation- Companies should strive for a good reputation. A company’s main
reputational goals should be fourfold which are as follows:
a. the supplier of choice to customers.
b. the employer of choice to employees
c. the partner of choice to distributors, and
d. the company of choice to investors
7. Increasing distribution channels - Distribution are the methods used to get the company’s
products into the hands of consumers, such as selling them through retail outlets or making them
available online.
MARKETING APPROACHES
• Traditional marketing is an umbrella term that covers the wide array of advertising
channels that are usually utilized. These may include print media, billboard and TV
advertising, flyer and poster campaigns and radio broadcast advertising.
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• Contemporary marketing theories include Co-Creation. This theory suggests creating a
bridge between customer and business through gamification. A practical example would
be attracting customers through social media content relevant to their needs or writing
article blog posts that have useful information.
Learning Competency with code:

Define and understand marketing principles, goals, and approaches. (ABM_PM11-Ia-b-1)
Activity1: CASE ANALYSIS

Directions: Read and analyze the case and answer the given questions. (15 points)
Charlote De Jesus is married to Carlos, a MBA graduate and a strategic planner with
expertise in Finance. Charlot is a mother of three: Charles who is 17 years old, Jenalyn who is
15, and Kateleen who is 13 years old.
She decided to enroll in a designing and dressmaking class because she is idle during
daytime. She imagined that probably in the future she can convert her garage into a design and
dress making shop. She can even start a community of housewives and make use of their time
productively by sewing and making personalized clothing with unique designs at affordable
prices.
One day, the family was invited to attend at Susi’s thirteenth birthday. Susi is the
daughter of Amy, Charlot’s friend. Charlot saw this as an opportunity to surprise her two
daughters by making them new party clothes and her son by making him a T-shirt.
She bought fabric considering the colors that her daughters and her son prefer:
aquamarine for Jenalyn, yellow for Kateleen and black for Charles.
Since her children loved to do arts and craft, she also bought sewing accessories and
painting materials. She decided to involve her children in making their own clothes.
Charlot is excited and at the same time has a dilemma. At this point in her designing and
dressmaking class, she knew how to sew dresses and shirts but has not yet learned to sew pants.
Jenalyn preferred wearing pants.
Answer the following questions:
1. What should Charlot do? (the question needed to be revised into a specific question
since there are a lot of things Charlot should have done, thanks)
2. If you were Charlot, where would you attribute the different needs and wants of
Jenalyn and Kateleen even if they are both girls and why?
3. If you were Charlot, will you look for alternative ways to satisfy the needs and wants
of Jenalyn? Explain your answer.
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Activity 2: MIND MAP
Directions: Make an image map to show the relevance of marketing to you as a consumer and
for business. Add circles as needed. (10 points)
Activity 3: COMPLETE THE TABLE

Directions: Compare the advantages/disadvantages of traditional versus contemporary
marketing approaches by supplying the information required on the space provided . (20 points)
Consumer (Buyer) Marketer (Seller)
Advantages Disadvantages Advantages Disadvantages
Traditional
Marketing
Approaches
Contemporary
Marketing
Approaches
Reflection:
1.I learned that ______________________________________________________________
___________________________________________________________________________
2.I enjoyed most on
___________________________________________________________________________
___________________________________________________________________________
3.I want to learn more
___________________________________________________________________________
___________________________________________________________________________
6
References:
Suggestion (for technical writing such as this, it is better to follow APA format for
REFERENCES.
Learning to Succeed in Business with Marketing by Dr. Maria Luisa Chua- Delayco
Principles of Marketing by AB Ilano
Principles of Marketing by Ms. Angie Computer
https://articles.bplans.com/
https://retail.about.com
Prepared by:
BABYLYN T. IMPERIO
Teacher III
MA. ROSARIO P. MARCHAN

Teacher II
VIVIEN M. GUZMAN
Teacher I
AR-JAY C. ROMERO
Teacher II
7
Section: Date: ___

Define Relationship Marketing and Explain the Value of Customers

Though there are various orientations for different businesses, it is just reasonable to
assume that inherent in all these orientations is the need for business to earn profit to
survive. Given this need to earn profit, it is also reasonable to accept that businesses
should take care of their customers who provide them business opportunities.

Relationship Marketing includes activities aimed at developing and managing
trusting and long-term relationships with larger customers. In relationship marketing,
customer profile, buying patterns, and history of contacts are maintained in a sales
database which an account executive is assigned to one or more major customers to
fulfil their needs and maintain relationship.
Here are the main characteristics of relationship marketing:
1. It focuses on the long-term rather than the short term.
2. It focuses on partners and customers rather than on company’s products.
3. It puts more emphasis on customer retention and growth than on customer
acquisition.
4. It relies on cross-functional teams rather than on departmental-level work.
5. It relies more on listening and learning than on talking.
6. Relationship marketing calls for new practices within the 4Ps.
BENEFITS OF RELATIONSHIP MARKETING

1. Understanding customer characteristics- Relationship marketing helps a
company understand its customers better. The company can segregate its
customers into groups based on their characteristics like purchasing power,
frequency, and volume of sale transactions.
2. Delivery and meeting expectations- If a company knows what its customers’
needs are, it will help reduce wastage due to trial and error methods.
3. Repeat business- People would not be interested in getting involved in any
business transaction with a seller who appears rude or indifferent to their
needs.
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4. Prevents negative transition- Trust and loyalty go hand in hand. Such idea is
super beneficial for all businesses. It will help prevent customers from turning
into competitors.
5. Word-of-mouth- marketing- A happy customer will always promote the
business by telling ten other people about the amazing services or performance
received from a company.
6. Increasing customer base- It is no secret that a happy customer will bring in
new ones. In fact, a satisfied existing customer is 100% more likely to
recommend a product/service to a prospective customer.
7. Reduced marketing costs- Benefits also include lesser marketing costs and
more value creation.
8. Minimization of customer price sensitivity- A happy customer will be willing
to pay more for a product if there is a guaranteed satisfaction of products and
after sales service attached to the price.
9. Identification with the company- The benefits are reaped both by the company
and the customers. It helps customers identify more with the company.
10. Product market expansion- This one is tricky and most companies fail to
recognize this benefit. The company’s employees must be ready to deliver
beyond the company’s boundaries on customer demand.
Customers now have an overwhelming abundance of choices. They are accustomed to

competition, and fragmentation of the market because of the choices this provides. They have
high expectations and little loyalty to spare if they are not met.
Customer value-is the relationship between benefits and the costs including money,
stress, and time to sacrifice which is necessary to get those benefits. Or simply stated
in a mathematical equation: Benefits-Cost-Customer Value.
IMPORTANCE OF CUSTOMER VALUE
1. Designing and providing superior customer value are the keys to successful business
strategy in the 21st century.
2. Value reigns supreme in today’s marketplace and marketspace.
3. Customers will not pay more than a product is worth and will reward excellence.
4. A customer-centric culture provides focus and direction for the organization, ensuring
that exceptional value will be offered to customers.
5. Designing and delivering superior customer value propels organizations to market
leadership positions in today’s highly competitive global markets-absolute advantage.
6. Providing outstanding customer value has become a mandate for management.
7. In choice-filled arenas, the balance power has shifted from companies to value-seeking
customers.
8. Managing customer value is even more critical to organizations in the new service and
information-based economy.
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9. Firms which are not providing adequate value to customers will struggle or disappear.
Customer value is a key ingredient in building competitive advantage.
10. Today’s customers are quite smart and sophisticated and are looking for companies that:
a. Create maximum value for them based on their needs and wants, and
b. Demonstrate that they value their business.
Activity 1: CASE ANALYSIS

Directions: Read and analyze the case and answer the given questions. (10 points)
Amy made a polvoron for her family and she decided to give some to three shop owners. She is
learning a lot from them and wanted to engage them with more shop talk.
➢ The cocktail shop has a regular customer. Word of mouth from satisfied clients helped
her keep her customers. Updates in her Facebook and website to keep her customers
updated on the new trends. They sometimes go out of their way to please customers, but
this is not the standard practice. Every now and then, they give feedback forms to their
clients.
➢ The uniform shop makes sure to communicate with the purchasing people from target
schools. They have agents that would regularly visit and update clients. They participate
in school activities by donating uniforms for basketball teams. They usually go out of
their way to please customers.
➢ The tailoring shop caters to loyal clients for several generations. The owner values these
clients and gives them preferential treatment over walk-ins. He makes sure that he caters
to all their needs.
Answer the following questions:

1. Which among the three shops do you think Amy should emulate? Why?
2. If you were Amy, will you keep on giving cake and polvoron to the three shopkeepers?
Why?
Activity 2: TRUE OR FALSE

Directions: Write TRUE if the statement is correct and write FALSE, if the statement is
incorrect. (5 points)
1. Relationship marketing is a strategy designed to foster customer loyalty, interaction, and
long-term engagement.
2. Relationship marketing recognizes the importance of various parties such as suppliers,
employees, distributors, dealers, retailers that are cooperating to deliver the best value to
the target customers.
3. This idea , ” trust and loyalty go hand-in-hand” is super beneficial to the business.
4. Relationship marketing includes activities aimed at developing and managing trusting
and short- term relationships with larger customers.
5. The shift towards relationship marketing means that companies abandon transaction
marketing.
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Activity 3: MATCHING TYPE
Directions: Match Column A with Column B. (10 points).
COLUMN A COLUMN B
1. Have an overwhelming abundance of choice a. Quality
2. Relationship between benefits and cost b. Lexus
3. Service, quality, image, and price c. customer value mathematical equation
4. Customer’s perception of the company d. price
5. The intangible value offered to customers e. customer-centric culture
6. Focus and direction for organization f. service
7. Customers are able and willing to pay g. image
8. Benefits – Cost = Customer Value h. SQIP
9. Charge a premium price for their cars i. customer value
10. How well a company’s products and services j. customer
meet expectations k. McDonalds
Reflection
1.I learned that ______________________________________________________________
___________________________________________________________________________
2.I enjoyed most on
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
References:
Learning to succeed in Business with Marketing by Dr. Maria Luisa Chua- Delayco
11
Prepared by:
BABYLYN T. IMPERIO
Teacher III

Teacher II
VIVIEN M. GUZMAN
Teacher I
AR-JAY C. ROMERO
Teacher II
12
Section: Date: ___

Distinguish Between Strategic Marketing and Marketing Planning

Strategic planning is a broad process that can address the entire business, or a portion of the
business such as marketing. Marketing planning is written based on strategic plans. In order to
make distinction between the two, it is important to understand their objectives and purposes.
Strategic planning is a management process of creating and maintaining fit between the
objectives and resources of the organization and the changing marketing opportunities. The very
goal of strategic planning is the long-term profitability and growth of the company.
Marketing planning entails crafting activities connected to marketing objectives and the
changing marketing environment. Marketing planning is the foundation for all marketing
strategies decisions.
Marketing plan- sets out how to put marketing strategy into practice. It serves to document
how the organization’s strategic objectives will be achieved through specific marketing strategies
and tactics, with the customer as the starting point.
THE MARKETING PLANNING:
1. Defining the business mission-The firm’s long -term resource allocation, profitability and
survival depends on the right definition of the business mission. A mission statement
should not be centered on the product or service to offer but on the market/s the
organization desire to serve.
2. Situation Analysis- A situation analysis often referred to as SWOT analysis that examines
the Strengths and Weaknesses of a company (internal environment) as well as the
Opportunities and Threats within the market (external environment).
3. Setting the marketing objectives- The marketing objectives serve as the foundation for
measuring the success of marketing plan activities. The objectives should be consistent
with the priorities of the firm.
4. Describe the target market-A target market is composed of individuals or group of
individuals who share common characteristics, therefore may have comparable needs.
5. The marketing mix-In order to satisfy the target market and achieve competitive
advantage, there must be a carefully designed marketing mix.
6. Follow-up the marketing plan-After carefully writing a marketing plan, it must be
implemented for result.
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Learning Competency:
Distinguish between Strategic Planning and Marketing Planning (ABM_PM11-le-i-9)
Activity 1: GRAPHIC ORGANIZER

Directions: Make a graphic organizer to illustrate the differences and similarities of strategic and
marketing plans. (15 points)
Strategic Marketing
Planning Planning
Activity 2: MULTIPLE CHOICES

Directions: Write the letter your best choice for each item. (10 points)
1. It is a management process of creating and maintaining fit between the objectives and
resources of the organization and the changing marketing opportunities.
A. Strategic Planning C. Planning
B. Strategy D. Marketing Planning
2. It is a short- range planning that emphasizes the current operations of various parts of the
organization.
A. Strategic Planning C. Planning
B. Strategy D. Marketing Planning
3. It sets out how to put marketing strategy into practice.
A. Planning C. Marketing Plan
B. Marketing Planning D. Marketing
4. Which among the following is a major competitive scope of a company?
A. Industry C. Vertical
B. Products and applications D. All of these
5. It is the collection and interpretation of information about sources, events, and
relationships that may affect the future of an organization.
A. Environmental Scanning C. Program formulation
B. Goal formation D. Strategy formulation
6. Airwalk shoes came to prominence by concentrating on the very narrow extreme- sports
segment. What is the strategy used by the company?
A. Over-all cost leadership C. Focus
B. Differentiation D. Multi-segmentation
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7. It sets up the limitations for all succeeding decisions, objectives, and strategies.
A. Vision C. Goal
B. Mission D. Objectives
8. It is a unique combination of the 4Ps.
A. Marketing mix C. Marketing jumble
B. Marketing Blend D. Marketing mix-up
9. Which of the following is not included in the four Ps?
A. Product C. Place
B. Profit D. Price
10. It is an important element of the marketing mix because it means revenue for the
company.
A. Product C. Promotion
B. Place D. Price
Reflection:
1.I learned that ______________________________________________________________
___________________________________________________________________________
2.I enjoyed most on
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
References: Suggestion (for technical writing such as this, it is better to follow APA format
for REFERENCES.
15
Prepared by:
BABYLYN T. IMPERIO
Teacher III

Teacher II
VIVIEN M. GUZMAN
Teacher I
AR-JAY C. ROMERO
Teacher II
16
Section: Date: ___

Analyze the Elements of Macro and Micro-environment and their Influence
on Marketing Planning

The marketing environment represents a mix between the internal and external forces which
surround an organization and have an impact upon it, especially their ability to build and
maintain successful relationships with target customers.
Microenvironment is a force that closely influences the company and directly affects the
organization’s relationships.
FACTORS CONSISTING MICROENVIRONMENT
1. The Company
2. Suppliers
3. Marketing Intermediaries
4. Competitors
5. Publics
6. Customers
Macroenvironment- takes into account all forces which are less controllable that can influence
an organization.
SIX MAJOR MACRO MARKETING ENVIRONMENT FORCES TO DEAL WITH
1. Political Forces-refer to the stability of the political environment and the attitudes of
political parties or movements.
2. Economic Forces-represent the wider economy and consistent of external factors in a
business’ market and the broader economy that can influence a business.
3. Socio-cultural Forces-include institutions and other forces that affect the basic
values, behaviors, and preferences of the society, all of which have an effect on
consumer marketing decisions.
4. Technological Forces-refer to the rate of new inventions and development, changes
in information and mobile technology, changes in internet and e-commerce or even
mobile commerce, and government spending on research.
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5. Environmental Forces-include all those that influence or are determined by the
surrounding environment such as climate, weather, geographical location, and global
changes in climate.
6. Legal Forces-also affect an organization even though a company cannot directly
influence any laws.
Case Feature: Grand Car (A Transport Application for Ride Sharing)

In the news, Grand Car is being reported with the following violations:
*Surge Pricing. According to customers, rampant surge pricing is experienced for extended time periods.
This sparked criticism over the company’s arbitrary surges in pricing.
*Legitimacy of the Business. According to government agencies, Grand Car is not registered in relevant
government agencies. This sparked criticism over the company’s non-registration of its business in
relevant government agencies.
*Safety Concerns. According to media reports, an 18-year old girl was held up on her way home on a
Thursday afternoon by a Grand Car driver. This sparked criticism over a driver’s vetting process that is
perceived as being too lax.
Learning competency with code:

Analyze the Elements of Macro and Micro-Environment and Their Influence on Marketing
Planning (ABM_PM11-le-i-9)
ACTIVITY 1: MICROENVIRONMENTAL FORCES ANALYSIS

Directions: Identify one existing business in your locality and analyze the microenvironmental
forces that influence its success. (10 POINTS)
Name of the business: ________________________________________
# MICROENVIRONMENTAL ANALYSIS
FORCES
1.
2.
3.
4.
5.
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ACTIVITY 2: MACROENVIRONMENTAL FORCES ANALYSIS
Directions: Identify one among the following businesses and analyze the macroenvironmental
forces that affects it. (20 POINTS)
Name of the company: ________________________________________

# MACROENVIRONMENTAL ANALYSIS
FORCES
1. Political forces
2. Economic forces
3. Socio- cultural forces
4. Technological forces
5. Environmental forces
6. Legal forces
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Reflection
1.I learned that ______________________________________________________________
___________________________________________________________________________
2.I enjoyed most on
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
References:
Prepared by:
BABYLYN T. IMPERIO
Teacher III

Teacher II
VIVIEN M. GUZMAN
Teacher I
AR-JAY C. ROMERO
Teacher II
20
Section: Date: ___

Define Marketing Research, Its Importance to a Business
Enterprise and Identify the Steps in Marketing Research

A company faces many marketing problems. It faces problems about consumers, product,
market competition, sales promotion, etc. Marketing research is a systematic process which has
been very helpful in solving these problems.
Marketing Research-refers to as the process used to gather information, analyze, and report
findings necessary for marketing.
IMPORTANCE OF MARKETING RESEARCH TO BUSINESS ENTERPRISES
1. Provides valuable data.
2. Studies consumer behavior.
3. Selects promotional techniques.
4. Supplies marketing information.
5. Evaluates marketing performance.
6. Miscellaneous needs and importance.
STEPS IN MARKETING RESEARCH

Stage 1: Define the problems and objectives.
In defining the problem in marketing research, one has to determine consumer behavior toward
a marketing stimulus. This problem statement has two components:
*Consumer behavior: usage, attitude, and image.
*Toward a stimulus: transport mobile application
Stage 2: Statement of Research Objectives.
Stage 3: Research Design.
Stage 4: Planning the Sample.
Stage 5: Data Collection Techniques
Stage 6: Analysis and Interpretation.
Stage 7: The Marketing Research Report.
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Learning Competency with code:
Define marketing research, its importance to a business enterprise and identify the steps in
marketing research. (ABM_PM11-Iei-10)
Activity 1: MARKETING RESEARCH

Directions: Identify a need in the market and think of a possible product/ service that could
address it. How could it be feasible? Explain your answer.
PROBLEM: _____________________________________________________________
PRODUCT/ SERVICE: ___________________________________________________
EXPLANATION: ______________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
_____________________________________________________________________________.
RUBRICS FOR SCORING:

CRITERIA Exceeds Meets Approaches Standard not
standards (10) Standards (8) Standards (6) demonstrated
(4)
IDEA Idea is very Idea is unclear. Idea is unclear Does not give
clear. It is easy and any idea at all.
to understand disorganized.
EVIDENCE Provided many Provided some Provided Does not
convincing and convincing convincing provide any
relevant evidences. evidences. evidence at all.
evidences.
RECOMMENDATIONS Conclusions Conclusions Conclusions are Does not give
are clearly may be clearly unclear any conclusion
stated. stated. at all.
Identifies
possible errors
and/ or
proposes
revisions.
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Reflection
1.I learned that ______________________________________________________________
___________________________________________________________________________
2.I enjoyed most on
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
References:
Prepared by:
BABYLYN T. IMPERIO
Teacher III

Teacher II
VIVIEN M. GUZMAN
Teacher I
AR-JAY C. ROMERO
Teacher II
23
Section: Date: ___

Differentiate the Buying Behavior and Decision Making
of Individual/ Household Customer versus the Business
(Organizational) Customer
The consumer or household market is different from the business market , however the same
factors influence their behavior in the market. Buying behavior theories can also be used for both
markets to do a consumer analysis.
Consumer Market is described as the market that buys a product for their personal end use.
Business Market is described as the market that buys a product for further processing and then
resells it to the market.
Consumer Market Business Market

More customers spread geographically. Less customers, geographically concerned.
Fewer units and fewer transactions from Bigger volumes and more transactions
the same customer. from the same business customer.
Individualized decision making. Business decision making goes through
several department in an organization.
Reliance on advertising for information More reliance on personal selling for
gathering. information gathering.
Lenient product standard requirements. More strict product standard requirements.
Consumer Behavior is defined as the study of consumers and the processes they choose to use
or consume and dispose products and services.
Factors Influencing Consumer Behavior
1. CULTURE which refers to the totality of the inherited ideas , beliefs, values, and
knowledge, which constitute the shared bases of social action.
2. SOCIAL factors such as group, family, role, and status that would influence
consumer behavior.
3. PERSONAL factors like age, life stage, economic situation, lifestyle, personality, and
self-concept will influence behavior.
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4. PSYCHOLOGICAL factors namely, motivation, perception, learning, beliefs, and
attitudes which influence behavior.
Activity 1: EXPLAIN ME!

Directions: Considering that you are using these products, explain the different factors
that have influenced you in buying them. (20 points)
1. Colgate
2. Safeguard
3. Nescafe
4. Samsung Phone
5. Head and Shoulders shampoo
Activity 2: COMPLETE ME!

Directions: Fill out the table for the consumer and business markets having Pilot ball pen
as the product. (10 points)
Consumer Market for Business Market for Pilot
Customer Pilot ballpen ballpen
You as a student ZZZ store as the buyer of
ballpens
number of units (volume)
Variety
Credit terms
Product standards
Reflection
1.I learned that ______________________________________________________________
___________________________________________________________________________
2.I enjoyed most on
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
25
References:
Prepared by:
BABYLYN T. IMPERIO
Teacher III

Teacher II
VIVIEN M. GUZMAN
Teacher I
AR-JAY C. ROMERO
Teacher II
26
Section: Date: ___

Identify and Segment Market for a Product or Service

In order to have an effective and efficient business, firms should seek out their target customer
market. A good understanding of the principles of market segmentation is an important building
block of a company’s marketing strategy. Market segmentation serves as the foundation for an
efficient, streamlined and ultimately successful approach to customers, and means of targeting
products and services accurately, with the minimum wastage.

Market Segmentation- involves grouping various customers into segments that have common
needs or will respond similarly to a marketing action.
Market refers to a group of consumers who share similar needs and wants and are backed by
buying power.
BASES FOR SEGMENTING CONSUMER MARKET
1. Geographic segmentation-means segregating markets by region of the country or the
world, market size, market density or climate.
2. Demographic segmentation-is a market segmentation according to age, race, religion,
gender, family size, ethnicity, income, and education.
3. Psychographic segmentation-divides buyers into different segments based on
personality characteristics, motives, lifestyles and geodemographics.
4. Behavioral segmentation-divides buyers into segments based on their knowledge,
attitudes, uses, or responses to a product.
Characteristics of a Good Market Segment

Homogenous within a Market Segment
➢ A homogenous market segment is a group of people exhibiting similar consumption
patterns or behavior. This group of people is referred to target segment.
Example: Millennial Market
27
Heterogeneous from the other Market Segments
➢ A heterogeneous exhibits distinction among other market segments in terms of
consumptions patterns or behavior.
Example: Matures, boomers, GenXers, and the Millennials.

Identify and segment market for a product or service (ABM_PM11-Iei-13)
Activity 1: COMPARE ME!

Directions: Using a graphic organizer, identify markets for Samsung phone compared to OPPO
phone. Consider the characteristics of the target segment corresponding to the relevant
segmentation variables. (10 points)
VARIABLES SAMSUNG OPPO
GEOGRAPHIC
DEMOGRAHIC
PSYCHOGRAPHIC
BEHAVIORAL
Reflection
1.I learned that ______________________________________________________________
___________________________________________________________________________
2.I enjoyed most on
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
References:
28
Prepared by:
BABYLYN T. IMPERIO
Teacher III

Teacher II
VIVIEN M. GUZMAN
Teacher I
AR-JAY C. ROMERO
Teacher II
29
Section: Date: ___

Select the Appropriate Target Market Segment and its Positioning

Market targeting involves breaking a market into segments and then concentrating marketing
efforts on one or a few key segments.
FOUR STRATEGIES IN SELECTING TARGET MARKETS

1. Undifferentiated Targeting Strategy-assumes that all members of a market have
similar needs that can be met with a single marketing mix.
2. Concentrated Targeting Strategy-focuses all marketing efforts on a single market
segment. A company may target just one segment with a single marketing mix.
3. Multi-segmented Targeting Strategy-is a strategy that uses two or more marketing
mixes to target two or more market segments.
4. Customized Marketing Strategy-is tailoring a particular product to the specific needs
of an individual customer.
Market Positioning is developing a product and brand image in the minds of consumers.
TWO APPROACHES IN PRODUCT POSITIONING

1. Head-to-head positioning-is competing directly with competitors on similar product
attributes in the same target markets.
2. Differentiation positioning-seeks a less competitive smaller market niche in which to
position the brand.

Select the appropriate Target Market segment and its Positioning
(ABM_PM11-Iei-14, ABM_PM11-Iei-15)
30
Activity 1: CASE ANALYSIS
Directions: Analyze the case and answer the following question.
During the past few years, Nike has successfully entered the golfing market with a line of clubs,
bags, balls, footwear and apparel to men, women, and kids. Most visibly, Nike has enlisted the
services of Tiger Wood to promote its golf products. In the given case, select the appropriate
Target Market segment and then,whatand explain why did you choose them? Kindly make the
question clear and precise.thanks
Activity 2: SLOGAN MAKING

Directions: Make a possible slogan that could be used by Sinovac to position its product in the
market.
RUBRICS FOR SCORING:
5 4 3 2 Score
Craftsmanship The slogan is The slogan is The slogan is The slogan is
exceptionally attractive in acceptably distractingly
attractive in terms of attractive messy.
terms of neatness. Good though it
neatness. Well - construction may be a bit
constructed and and not messy. messy.
not messy.
Creativity Slogan is Slogan is Slogan is The slogan
exceptionally creative and a creative and does not
creative. A lot good amount some reflect any
thoughts and of thoughts thought was degree of
efforts was used was put in put into it. creativity.
to make the decorating it.
banner.
Originality Exceptional use Good use of Average use No use of
of new ideas new ideas and of new ideas new ideas
and originality originality to and and
to create slogan. create slogan. originality to originality to
create create
slogan. slogan.
.Reflection
1.I learned that ______________________________________________________________
___________________________________________________________________________
2.I enjoyed most on
___________________________________________________________________________
___________________________________________________________________________
31
___________________________________________________________________________
___________________________________________________________________________
References:
Prepared by:
BABYLYN T. IMPERIO
Teacher III

Teacher II
VIVIEN M. GUZMAN
Teacher I
AR-JAY C. ROMERO
Teacher II
32

Quarter 1 Principles of Marketing

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Quarter 1 Principles of Marketing

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Republic of the Philippines

Language Editors: Christopher B. Cauan & Ma.Victoria D. Bassig

Define and understand marketing……………………………………..1

Define “Relationship Marketing” ……………………………………. 6

Explain the value of customers ……………………………………….6

Distinguish between strategic and marketing

Analyze the elements of macro and micro-environment

Define marketing research, its importance to a business

Differentiate the buying behavior and decision making

Identify and segment market for a product or service ………………..25

LEARNING ACTIVITY SHEET

Background Information for Learners

THEORIES AND CONCEPTS

2. Wants- A human want is something that a person desires to have.

Learning Competency with code:

Activity1: CASE ANALYSIS

Answer the following questions:

Activity 3: COMPLETE THE TABLE

MA. ROSARIO P. MARCHAN

LEARNING ACTIVITY SHEET

Background Information for Learners

THEORIES AND CONCEPTS

BENEFITS OF RELATIONSHIP MARKETING

Customers now have an overwhelming abundance of choices. They are accustomed to

Activity 1: CASE ANALYSIS

Answer the following questions:

Activity 2: TRUE OR FALSE

MA. ROSARIO P. MARCHAN

LEARNING ACTIVITY SHEET

Background Information for Learners

Activity 1: GRAPHIC ORGANIZER

Activity 2: MULTIPLE CHOICES

MA. ROSARIO P. MARCHAN

LEARNING ACTIVITY SHEET

Background Information for Learners

Case Feature: Grand Car (A Transport Application for Ride Sharing)

Learning competency with code:

ACTIVITY 1: MICROENVIRONMENTAL FORCES ANALYSIS

Name of the company: ________________________________________

MA. ROSARIO P. MARCHAN

LEARNING ACTIVITY SHEET

Background Information for Learners

STEPS IN MARKETING RESEARCH

Activity 1: MARKETING RESEARCH

RUBRICS FOR SCORING:

MA. ROSARIO P. MARCHAN

LEARNING ACTIVITY SHEET

Background Information for Learners

THEORIES AND CONCEPTS

Consumer Market Business Market

Activity 1: EXPLAIN ME!

Activity 2: COMPLETE ME!

MA. ROSARIO P. MARCHAN

LEARNING ACTIVITY SHEET

Background Information for Learners

THEORIES AND CONCEPTS

Characteristics of a Good Market Segment

Learning competency with code:

Activity 1: COMPARE ME!

MA. ROSARIO P. MARCHAN

LEARNING ACTIVITY SHEET

Background Information for Learners

THEORIES AND CONCEPTS

FOUR STRATEGIES IN SELECTING TARGET MARKETS