LEARNING COMPETENCIES TASK MODE OF

(GOOD FOR TWO WEEKS) DELIVERY

✓ know the concepts of Answer the following: Submit output
needs, wants, and demand; *Pre-Test in the drop
✓ understand the dynamics *Activity 1 & 2 center on the
that drive the consumer *Think About It scheduled time
demand. *Assessment and date.

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 PRE-TEST

Directions: Write N if it is a need or W if it is a want. Write your answer in your answer

sheet.
1. Oxygen
2. Music
3. Food
4. Luxury car
5. Mobile phone

LESSON 1: NEEDS, WANTS and DEMANDS

Needs, wants and demands are part of basic marketing principles. Though they
are 3 basic words, they hold a very complex meaning. A product can be differentiated
on the basis of whether it satisfies a customer’s needs, wants, or demands.

Human needs are the basic

requirements and include food,
water, shelter, and clothing.
Without these humans cannot
survive. An extended part of needs
today has become education and
healthcare.

A “need” is also a state of deprivation about something that is deemed to be

necessary. When you feel thirsty, your body feels deprived of water and therefore
triggers you to drink water.

In general, the product that falls under this category does not require a push,
because the customer buys it. But in today’s world, many brands are
coming up to satisfy the needs of the customers.

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 Wants are the specific manifestation of
needs. A step ahead and are largely
dependent on the needs of humans. Wants
are not a mandatory part of life. Without
purchasing power, a want is simply
something on someone’s wish list.

Demands are wants that are backed by

purchasing power. When an individual wants
something and can buy it these wants are converted
to demands. The basic difference between wants
and demands is desired. A customer may desire
something but may not able to fulfill it.

ACTIVITY 1

1. Explain in your own words what a “NEED” is. Try to explain this based on your own
experience. (10 points)
2. Give at least 3 products that you want to have and explain why you want to have
them. (10 points)

ACTIVITY 2

DIRECTIONS:
Distinguish whether
the following is a
NEED or a WANT.
Write your answer in
the answer sheet.

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 LESSON 2: MANAGING CONSUMER RELATIONSHIP

We claimed that the core objective of marketing is to help companies recognize,

attract, and maintain their clients. Such three practices set the groundwork for what has
become a strategic necessity for contemporary marketing customer relationship
management.
The concept of building partnerships between consumers and businesses that
sound simple and normal to a marketing student in the modern age. This is a logical
outgrowth of the marketing philosophy that directs whole companies to recognize and
meeting consumer needs. But only in recent decades has technology made it possible
for businesses to collect and use information about their customers to such a degree and
in such practical ways. The Internet and digital social media have provided new channels
for consumers and product vendors to identify and connect.
As a result, there are more opportunities than ever before to help businesses
create, sustain, and handle customer relationships.

MAXIMIZING TOTAL CUSTOMER VALUE

The definition of the importance of the customer's lifespan is essential to these

innovations. Customer lifetime value measures how much income is associated with a
customer throughout a lifelong relationship with a company.
One-time consumers typically have fairly low consumer lifetime value, whereas
regular, committed, repeat customers generally have a high customer lifetime value.
How will businesses build good, enduring partnerships with consumers that are
expected to have a high demand for their products over their lifetime? And that is by
Marketing.
Marketing is based on a customer-oriented strategy that, through unique
marketing strategies, aims to make direct contact with consumers which transfers them
through various stages of the relationship — All to increase the interest of customers
over a lifetime. These are summarized below.

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 TYPICAL MARKETING PRACTICES IN THE CONSUMER RELATIONSHIP

Step 1: Meeting and Getting Familiar

➢ Select suitable target consumers, particularly those expected to have a high
interest in the customer's lifetime
➢ Understand what these consumers are asking for
➢ Create knowledge and desire for what you're selling
➢ Create a new business
Step 2: Delivering a Satisfying Experience
➢ Measure and enhance customer satisfaction
➢ Track the progression of consumer needs and desires
➢ Establish confidence, trust, and goodwill for the consumer
➢ Demonstrate and express strategic advantages
➢ Monitoring and countering external forces

Step 3: Maintaining a Stable Relationship

➢ Convert contacts into loyal repeat customers, not one-time customers.
➢ Expect and respond to evolving needs
➢ Deepen connections, extend scope, and focus on what you give.

Another benefit of effective customer relationship management is that it reduces the

cost of business and increases profitability. As a rule, winning a new customer’s business
takes significantly more time, effort, and marketing resources than it does to renew or
expand business with an existing customer.

CUSTOMER INTERACTION AS A STRATEGIC ADVANTAGE

As the competitive economy offers customers more and more opportunities,

partnerships will become the main driver of whether a customer prefers (or does not
choose) one business over the other. If consumers are happy and familiar with a certain
business or commodity, it simplifies their choices of purchasing.

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 For example, why would students shop for clothes and want to go to Taytay
Tiangge or Pasig Night Market instead of going to department stores, or choose from
online stores? Perhaps that she likes to buy affordable dresses and the feel of the place.
It is much more likely, though, that, due to experience, this shopper has a friendship with
an attentive Ateng Tindera that has helped her discover excellent dresses and
accessories in the past. Maybe she also learns about the discounts when you buy in bulk
and customer-friendly return policies of these shops, which could come in handy if he
wants to bring anything back.

BEST MARKETING TOOL: CUSTOMER

Customer reviews and feedback have also been important marketing devices. We
always work to convince potential clients to try it. There is an immense incentive for
businesses to include consumers as trustworthy supporters in today's new marketing
environment. When companies engage in developing good customer relationships,
these efforts are especially successful.
For example, service providers such as hospitals, restaurants, and hotels frequently
encourage clients and patients to write reports of their real-life experiences on platforms
such as Facebook, Instagram, or even Twitter. While businesses are in danger of having
a bad rating, they typically learn better by harnessing the trustworthy voices and genuine
perspectives of the people they have represented. Through this process, they often
provide invaluable input about what is working or not working with their clients. With
this feedback, companies will re-engineer their goods or strategy to best suit what
consumers want and develop the business over time.

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 CUSTOMER AS PART OF THE BRAND

A further move above consumer evangelism is the approach to outreach, the

process of reaching out to consumers and motivating them to become active partners in
marketing efforts and in the development of a company. This strategy, also called 'live
marketing,' is becoming more popular as media and technologies provide customers
with more social, accessible, and connected ways to communicate with brands and
businesses.
It’s marketing practice that allow customers to form and become part of the value
that the brand offers. In an increasingly crowded marketplace, many organizations find
that they can distinguish themselves and their products by creating fans who not only
advocate brands but also actively participate in their daily activities and lifestyles. It may
also include consumers in the implementation of marketing campaigns, the creation of
material for marketing, and the establishment of one-on-one relationships with a client
or label.
An example of this is the phenomenon engagement marketing strategy that
contributes to the increase of GoPro camera popularity. When company management
realized that its customers were relentlessly keen to share videos from incredible
outdoor experiences, of course using their camera, they built the company brand and
marketing strategy to involve their customers in viral share.

ACTIVITY 3

Directions: Answer this in

your answer sheet.

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 THINK ABOUT IT

Directions: Answer this in your answer sheet. (10 points each)

1. Why do you think good customer service is important?
2. Why do companies inspire their workers to deliver an outstanding service to
the customer?

ASSESSMENT

Directions: Read each statement carefully. Write TRUE if the statement is correct and
FALSE if the Statement does not fit the description.
1. A customer is a person or organization dealing with a business or company to buy
goods or services in monetary terms or for other valuable reasons.
2. The core objective of marketing is to help companies recognize, attract, and
maintain their clients.
3. The Internet and digital social media have provided new channels for consumers
and product vendors to identify and connect.
4. Customer lifetime value measures how much income is associated with a customer
throughout a lifelong relationship with a company.
5. One-time consumers typically have high consumer lifetime value, whereas regular,
committed, repeat customers generally have fairly low customer lifetime value.
6. Engagement Marketing is marketing practice that allow customers to form and
become part of the value that the brand offers.
7. – 10. What are the 4 steps in typical marketing practices in the consumer/ customer
relationship?

LUCILLE G. VARGAS
Subject Teacher
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