Business Marketing

Suclayin, Arayat, Pampanga
Tel. No. 0925-870-1013

Email address: exact.colleges@yahoo.com
I. NAME OF
Bachelor of Science in Tourism Management
PROGRAM
II. COURSE COURSE CODE
DESCRIPTIVE Business Marketing
TITLE TMBM3
COURSE
III. PRE-REQUISITE /
None CREDIT UNIT
CO-REQUISITE
3 Units
This course begins with the art and science of satisfying
customers with a touch on consumer behavior. Relationship
marketing and customer relationship management all
IV. COURSE important parts of this.
DESCRIPTION Strategic planning is a focus of the course where the
marketing environment is assessed for market segmentation
and product positioning. Likewise, the Marketing Mix
Strategy is to be thoroughly discussed.
V. MODULE TITLE /
NUMBER
VI. INCLUSIVE WEEK /

January to May, 2021
DATE
VII. COURSE OUTCOME
A. Learning Outcome: At the end of this module, the students should be able to:
1. The students will learn, through the holistic approach, the entire gamut of
Marketing with focus in Strategic Planning;
2. The students will develop the skill of designing and implementing a
Marketing Plan for the operation of a tourism business;
3. The students will instill the values of time management, setting priorities,
effective, and collaboration spirit.
Tel. No. 0925-870-1013
VIII. MODULE RESOURCES / REFERENCES
A. Kurtz, David L. (2011),Principles of Marketing, Cengage Learning Asia Pte

Ltd, Emerald Ave., Ortigas, Pasig City.
B. Capon and Khan (2016), Marketing Principles, Asia edition, Wessex, Inc.,
Bronxville, New York.
IX. TEACHING/LEARNING MODALITY
A. Flexible Learning System
Chapter 1: MARKETING: UNDERSTANDING BUSINESS MARKETING AND THE ART &

SCIENCE OF SATISFYING CUSTOMER
Marketing in a changing world: Creating Customer value and satisfaction
Marketing is everywhere. Formally and informally, people and organizations engage

in a vast number of activities called marketing. Good marketing has become an increasingly
vital ingredient for business success. And marketing profoundly affects our day-to-day lives.
It is embedded in everything we do from the clothes we wear, to the Web sites we click on, to
the ads we see.
Importance of Marketing
Financial success often depends on marketing ability. Finance, operations,

accounting and other business functions will not really matter if there is no sufficient demand
for products and services.
Marketing is very tricky, however, and it has been the Achilles heel of many
formerly prosperous companies. Large, well-known business such as Sony, Levi‘s, and
Kodak have confronted newly empowered customers and new competitors, and have to
rethink their business models. Even market leaders such as Microsoft, Wal-Mart, Intel, and
Nike recognize that they cannot afford to relax.
Tel. No. 0925-870-1013
Making the right decisions is not always easy. Marketing managers must decide
what features to design into a new product, what prices to offer to customers, where to sell
products, and how much to spend in advertising or sales. They must also make more detailed
decisions such as the exact wording or color for new packaging. The companies at greatest
risk are those that fail to carefully monitor their customer and competitors and to
continuously improve their value offerings. Skilful marketing is a never ending pursuit.
What is marketing?
Marketing deals with identifying and meeting human and social needs. One of the
shortest definitions of marketing is meeting needs profitably.
Marketing is the art and science of choosing target markets and getting. Keeping,
and growing customers through creating delivering and communicating superior customer
value.
Marketing is the process of analyzing, planning, implementing, coordinating, and

controlling programs involving in the conception, pricing, promotion and distribution of
products, services, and ideas designed to create and maintain beneficial exchanges with
target markets for the purpose of achieving organizational objectives.
Tel. No. 0925-870-1013
Good marketers are practicing holistic marketing. Holistic Marketing is the

development, design, and implementation of marketing programs, processes, and activities
that recognize the breadth and interdependencies of today‘s marketing environment. Four key
dimensions of holistic marketing are:
1. Internal marketing-ensuring everyone in the organization embraces appropriate

marketing principles, especially senior management. (sales force, advertising, customer
service, product management, marketing research)
2. Integrated marketing-ensuring that multiple means of creating, delivering, and

communicating value are employed and combined in the best way. (4Ps)
3. Relationship marketing-having rich, multifaceted relationship with customers, channel

members, and other marketing partners. It aims to build mutually satisfying long-term
relationships with key constituents to earn and retain their business. (stakeholders)
4. Performance marketing-understanding returns to the business from marketing activities

and programs, as well as addressing broader concerns and their legal, ethical, social,
and environmental effects. (ethics, social and environmental effects)
We can distinguish between a social and a managerial definition of marketing. A

social definition shows the role marketing plays in society. A social definition that serves our
purpose is: Marketing is a societal process by which individuals and groups obtain what they
need and want through creating, offering, and freely exchanging products and services of
value with others. For managerial definition, marketing has often been described as ―art of
selling products,‖ but people are surprised when they hear that the most important part of
marketing is not selling! Selling is only the tip of the marketing iceberg. Peter Drucker, a
leading management theorist, put it this way:
There will always, one can assume, be need for some selling. But the aim of the
marketing is to know and understand the customer so well that the product or service fits him
and sells itself. Ideally, marketing should result in a customer who is ready to buy. All that
should be needed then is to make the product or service available.
Tel. No. 0925-870-1013
What is marketed?
Marketing people are involved in marketing 10 types of entities: goods, services,

experience, events, persons, places, properties, organizations, information, and ideas.
1. Goods – physical goods constitute the bulk of most countries production and marketing
effort. Each year, companies worldwide market billions of fresh, canned, bagged and
frozen food products and millions of cars, refrigerators, television sets, machines and
various other mainstays of a modern and global economy. Not only do companies
market their goods, but thanks in part to the Internet, even individuals can effectively
market goods.
2. Services- As economies advance, a growing proportion of their activities is focused on

the production of services. Developed economies usually have a 70-30 services-to-
goods mix. Services include the work of airlines, hotels, car rental firms, barbers and
beauticians, maintenance and repair people, as well as professionals working within or
for companies, such as accountants, bankers, lawyers engineers, doctors, software
programmers, and management consultants. Many market offerings consist of variable
mix of goods and services. At a fast food restaurant, for example, the customers
consume both a product and a service.
3. Events- Marketers promote time-based events, such as major trade shows, artistic
performances, and company anniversaries. Global sporting events such as Olympics or
World Cup are promoted aggressively to both companies and fans. There is a whole
profession of meeting planners who work out the details of an event and make sure it
comes off perfectly.
4. Experiences- By orchestrating several services and goods, a firm can create, stage, ad
market experiences. Tokyo Disneyland and Disney Sea represent experiential
marketing: customers visit a fairy kingdom, a pirate ship, or a haunted house. So does
the Hard Rock Cafe, where customers can enjoy a meal or see a band in a live concert.
5. Persons- Celebrity marketing is a major business. Today, every major film star has an
agent, a personal manager, and ties to a public relations agency. Artists, musicians,
CEOs, physicians, high-profile lawyers and financiers, and other professionals are also
Tel. No. 0925-870-1013
getting help from celebrity marketers. Some people have done a masterful job of
marketing themselves—think of Korean singing sensation Rain and film stars Jackie
Chan.
6. Places- Cities, states, regions and whole nations compete actively to attract tourists,
factories, company headquarters, and new residents. Place marketers include national
tourism agencies, economic development specialists, real estate agents, commercial
banks, local business associations, advertising and public relations agencies. Some
campaign taglines used include: ―Malaysia-truly Asia,‖ ―Amazing Thailand,‖
―Hongkong: Live it, Love it,‖ ―Macau‘s A heritage of two cultures,‖ and Taiwan‘s
―touch your heart‖.
7. Properties- properties are intangible right of ownership of either real property (real
estate) or financial property (stocks and bonds). Properties are bought and sold, and
this requires marketing. Real estate agents work for property owners and sellers or buy
residential or commercial real estate. Investment companies and banks are involves in
marketing securities to both institutional and individual investors.
8. Organizations- organizations actively work to build a strong, favourable, and unique

image in the minds of their target public. Companies spend money on corporate
identity ads. This is certainly the case with Philips ―Sense of simplicity campaign‖
9. Information- it is essentially what schools and universities produce and distribute at a

price to parents, students and communities. Magazines such as Her world and PC
world supply information about fashion world and computer respectively. The
production, packaging, and distribution of information is one of our society‘s major
industries.
10. Ideas- every market offering includes basic idea. Charles Revson of Revlon observed:
―In the factory, we make cosmetics; in the store we sell hope.‖ Products and services
are platforms for delivering some idea or benefit. Social marketers are busy promoting
such ideas as ―say no to drugs, ―exercise daily and eat healthy foods‖ In Asia,
governments often engage in social marketing. The Singaporean government is noted
for its social marketing, including encouraging graduate women to get married and
Tel. No. 0925-870-1013
have more children.
Core concepts of Marketing
1. Needs are the basic human requirements. People need food, air, water, clothing, and shelter
to survive. People also have strong needs for creation, education, and entertainment.
2. The above needs become wants when they are directed to specific objects that might
satisfy the need. An American needs food but may want a hamburger, French fries, and a soft
drink. Japanese needs food but may want tempura, soba and ocha. Wants are shaped by one
society
3. Demands are wants for specific products backed by an ability to pay. Many people want a
Mercedes; only a few are willing and able to buy one.
Value, Satisfaction, and Quality
1. Customer Value- The difference between the values the customer gains from owning
and using a product and the costs of obtaining the product.
Ex. FedEx customers gain a number of benefits. The most obvious are fast and
reliable package delivery.
2. Customer Satisfaction- The extent to which a products perceived performance in

delivering value matches a buyer‘s expectations. If the product‘s performance falls
short of the customer‘s expectation, the buyer is dissatisfied. If performance matches
expectations, the buyer is satisfied. If performance exceeds expectations, the buyer is
delighted. Satisfied customer makes repeat purchases, and they tell others about their
good experiences with the products.
3. Quality- has a direct impact on product or service performance. Thus, it is closely

linked to customer value and satisfaction
Tel. No. 0925-870-1013
Marketing
The production and marketing of goods and services – whatever it’s a new crop of
organically grown vegetables or digital cable service – are the essence of economic life in
any society. All organizations perform these two basic functions to satisfy their commitments
to society, their customers, and their owners. They create a benefit that economists call utility
– the want –satisfying power of a good or service.
Briefly Speaking
“The aim of marketing is to know and understand the customer so well the product or service
fits him and sells itself.”
“Too often we measure everything and understanding nothing. The three most important
things you need to measure in a business are customer satisfaction, employee satisfaction,
and cash flow. If you’re growing customer satisfaction, your global market share is sure to
grow, too. Employee’s satisfaction gets you productivity, quality, pride, and creativity. And
cash flow is the pulse- the key vital sign of company.”
FOUR ERAS IN THE HISTORY OF MARKETING
The essence of marketing is the exchange process, in which two or more parties give
something of value to each other to satisfy perceived needs. Often people exchange money or
tangible goods such as groceries, clothes, a car, or a house. In other situations, they exchange
money for intangible services such as a haircut or college education. Many exchanges involve
a combination of goods and services, such as dinner in a restaurant – where dinner represents
the good and the wait staff represents the service. People also make exchanges when they
donate money or time to a charitable cause such as Habitat for Humanity.
Although marketing has always been a part of business, its importance has arrived
greatly. Figure 1.1 identifies four eras in the history of marketing: (1) the production era, (2)
the sales era, (3) the marketing era, and (4) the relationship era.
Tel. No. 0925-870-1013
X. NAME OF
PROGRAM
Tel. No. 0925-870-1013
XI. COURSE COURSE CODE

TITLE TMBM3
COURSE
XII. PRE-REQUISITE /
None CREDIT UNIT
CO-REQUISITE
3 Units
XIII. COURSE important parts of this.
Strategy is to to be thoroughly discussed.
XIV. MODULE TITLE /

NUMBER
XV. INCLUSIVE WEEK /

DATE
XVI. COURSE OUTCOME
B. Learning Outcome: At the end of this module, the students should be able to:
4. The students will learn, through the holistic approach, the entire gamut
of Marketing with focus in Strategic Planning;
6. The students will instill the values of time management, setting
priorities, effective, and collaboration spirit.
XVII. MODULE RESOURCES / REFERENCES

Tel. No. 0925-870-1013
C. Kurtz, David L. (2011),Principles of Marketing, Cengage Learning Asia Pte

D. Capon and Khan (2016), Marketing Principles, Asia edition, Wessex, Inc.,
XVIII. TEACHING/LEARNING MODALITY
B. Flexible Learning System
Chapter 2: STRATEGIC PLANNING IN CONTEMPORARY MARKETING
MARKETING PLANNING: THE BASIS FOR STRATEGY AND TACTICS
Planning is the process of anticipating future events and conditions and of

determining the best way to achieve organizational objectives. Of course, before marketing
planning can even begin, an organization must define its objectives. Planning is a
continuous process that includes identifying objectives and determining the actions through
which a firm can attain those objectives. The planning process creates blueprint for
marketers, executives, production staff, and everyone else in the organization to follow for
achieving organizational objectives. It also defines checkpoints so that people within the
organization can compare actual performance with expectations to indicate whether current
activities are moving the organization towards its objectives.
Marketing Planning – implementing planning activities devoted to achieving

marketing objectives – establishes the basis for any marketing strategy. Product lines,
pricing decisions, selection of appropriate distribution channels, and decisions relating to
promotional campaigns all depend on plans formulated within the marketing organization.
In today’s boundary less organizations, many planning activities take place over the Internet
with virtual conference- teleconferences with computer interfaces. The conferences
represent a new way to build relationships among people who are in different geographic
locations.
Tel. No. 0925-870-1013
An important trend in marketing planning centers on relationship marketing, a firm’s

effort to develop long- term, cost-effective links with individual customers and suppliers for
mutual benefit. Good relationships with customers can arm a firm with vital strategic
weapons, and that’s as true in business-to-business industries as anywhere else.
A key ingredient of the marketing management process is insightful, creative

marketing strategies and plans that guide marketing activities. Developing the right
marketing strategy over time requires a blend of discipline and flexibility. Firms must stick
to a strategy but must also find new ways to constantly improve it. Marketing strategy also
requires a clear understanding of how marketing works.
Steps in Strategic Planning

1. Defining the company‘s mission- to define its mission, a company should address
Peter Ducker‘s classic questions: what is our business? Who is the customer? What is
the value to the customer? What will our business be? What should our business be?
These simple sounding questions are among the most difficult a company will ever
have to answer. Successful companies continuously raise these questions and answer
them thoughtfully and thoroughly.
Tel. No. 0925-870-1013
Ex. The Coca-Cola Mission - to refresh the world- in mind, body and spirit
2. Setting the company‘s objectives and goals- organizations develop it to share with
managers, employees and customers.
Ex. The Coca-cola Vision - To achieve our mission, we have developed a set of goals
which we will work with our bottlers to deliver
3. Designing business portfolio- the collection of business and products that make up
the company. The best business portfolio is the one that best fits the company‘s
strength and weaknesses to opportunities in the environment.
Ex. Coca cola portfolio includes 12 other billion dollar brands, including Diet coke,
Fanta, Sprite, Coke Zero, Minute maid, PowerAde, Georgia Coffee and others
4. Planning marketing and other functional strategies- The major functional departments
in each unit is marketing, finance, accounting, purchasing, manufacturing,
information system, human resource management and others must work together to
accomplish strategic objectives
4 Growth Strategies in the product/market grid

1. Market penetration – A strategy for a company growth by increasing sales of current
products to current market segments without changing the product. Making more
sales to current customers without changing its products. Market penetration occurs
when the product and market already exists.
2. Product development (existing markets, new products): calls for marketing new
products to the same market. The organization wants to generate more business from
the existing customer base. Nike is not about to abandon athletic footwear, a business
it dominates worldwide with more than $4 billion in revenues. Another, McDonalds
is always within the fast-food industry, but frequently markets new burgers.
Tel. No. 0925-870-1013
3. Market development (new markets, existing products): entails marketing existing

products to new markets. The new markets might be different market segments in the
same geographic area or the same target market in different geographic areas.
Specialized Bicycle Components for example, has expanded into new markets by
obtaining expanded distribution through new retail outlets.
4. Diversification (new markets, new products): requires the firm to expand into new
products and new markets. This is the riskiest growth strategy, because the
organization cannot build directly on its strengths in its current markets or with its
current products.
The penetration that brands and products have can be recorded by companies such as
ACNielsen and TNS who offer panel measurement services to calculate this and other
consumer measures. In these cases penetration is given as a percentage of a country's
households who have bought that particular brand or product at least once within a defined
period of time.
The Marketing Process- The process of (1) analyzing market opportunities; (2)
selecting target markets; (3) developing the marketing mix; and (4) managing the marketing
effort.
4 Marketing Management functions

1. Marketing Analysis- The Company must analyze its markets and marketing
environment to find attractive opportunities and to avoid environmental threats
2. Marketing Planning-involves deciding on marketing strategies that will help the
company attain its overall strategic objectives. A detailed marketing plan is needed
for each business, product, or brand.
3. Marketing implementation- the process that turns marketing strategies and plans into
marketing actions in order to accomplish strategic marketing objectives.
4. Marketing Control- The process of measuring and evaluating the results of marketing
strategies and plans, and taking corrective action to ensure that objectives are achieve.
Tel. No. 0925-870-1013
XIX. NAME OF
PROGRAM
XX. COURSE COURSE CODE
TITLE TMBM3
COURSE
XXI. PRE-REQUISITE /
None CREDIT UNIT
CO-REQUISITE
3 Units
XXII. COURSE important parts of this.
XXIII. MODULE TITLE /

NUMBER
XXIV. INCLUSIVE WEEK /

DATE
XXV. COURSE OUTCOME
C. Learning Outcome: At the end of this module, the students should be able to:
Tel. No. 0925-870-1013
XXVI. MODULE RESOURCES / REFERENCES
E. Kurtz, David L. (2011),Principles of Marketing, Cengage Learning Asia Pte

F. Capon and Khan (2016), Marketing Principles, Asia edition, Wessex, Inc.,
XXVII. TEACHING/LEARNING MODALITY
C. Flexible Learning System
Chapter 3: THE MARKETING ENVIRONMENT, ETHICS, AND SOCIAL

RESPONSIBILITY
MARKETING ENVIRONMENT
Developing and implementing marketing plans involves a number of decisions. Making

those decisions is both an art and science. To provide insights into and inspiration for
marketing decision making, companies must possess comprehensive ad current information
on both macro trends as well as micro effects particular to their business. Holistic
marketers recognize that the marketing environment is constantly presenting new
opportunities and threats, and they understand the importance of continuously monitoring
and adapting to that environment.
The market environment is a marketing term and refers to factors and forces that affect a
firm‘s ability to build and maintain successful relationships with customers. Three levels of
the environment are: Micro (internal) environment - forces within the company that affect
its ability to serve its customers. Macro (external) environment - larger societal forces that
affect the microenvironment
Tel. No. 0925-870-1013
Levels of market environment
1. The microenvironment refers to the forces that are close to the company and affect its
ability to serve its customers. It includes the company itself, its suppliers, marketing
intermediaries, customer markets, competitors, and publics.
The company aspect of microenvironment refers to the internal environment of the

company. This includes all departments, such as management, finance, research and
development, purchasing, operations and accounting. Each of these departments has an
impact on marketing decisions. For example, research and development have input as to the
features a product can perform and accounting approves the financial side of marketing
plans and budgets.
The suppliers of a company are also an important aspect of the microenvironment because
even the slightest delay in receiving supplies can result in customer dissatisfaction.
Marketing managers must watch supply availability and other trends dealing with suppliers
to ensure that product will be delivered to customers in the time frame required in order to
maintain a strong customer relationship.
2. The macro-environment refers to all forces that are part of the larger society and affect
the microenvironment. It includes concepts such as demography, economy, natural forces,
technology, politics, and culture.
Factors of macro-environment
a. Demography refers to studying human populations in terms of size, density, location,

age, gender, race, and occupation. This is a very important factor to study for marketers and
helps to divide the population into market segments and target markets. An example of
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demography is classifying groups of people according to the year they were born. These
classifications can be referred to as baby boomers, who are born between 1946 and 1964,
generation X, who are born between 1965 and 1976, and generation Y, who are born
between 1977 and 1994. Each classification has different characteristics and causes they
find important. This can be beneficial to a marketer as they can decide who their product
would benefit most and tailor their marketing plan to attract that segment.
b. Economic environment This is refers to the purchasing power of potential customers and
the ways in which people spend their money.
c. Natural environment is another important factor of the macro environment. This includes
the natural resources that a company uses as inputs and affects their marketing activities.
The concern in this area is the increased pollution, shortages of raw materials and
increased governmental intervention.
d. Technological environment is perhaps one of the fastest changing factors in the macro
environment. This includes all developments from antibiotics and surgery to nuclear
missiles and chemical weapons to automobiles and credit cards. As these markets develop
it can create new markets and new uses for products. It also requires a company to stay
ahead of others and update their shortages of raw materials and increased governmental
intervention. own technology as it becomes outdated. They must stay informed of trends so
they can be part of the next big thing, rather than becoming outdated and suffering the
consequences financially.
e. Political environment includes all laws, government agencies, and groups that influence
or limit other organizations and individuals within a society. It is important for marketers to
be aware of these restrictions as they can be complex. Some products are regulated by both
state and federal laws. There are even restrictions for some products as to who the target
market may be, for example, cigarettes should not be marketed to younger children. There
are also many restrictions on subliminal messages and monopolies.
f. Cultural environment, which consists of institutions and basic values and beliefs of a
group of people. The values can also be further categorized into core beliefs, which passed
Tel. No. 0925-870-1013
on from generation to generation and very difficult to change, and secondary beliefs, which
tend to be easier to influence. As a marketer, it is important to know the difference between
the two and to focus your marketing campaign to reflect the values of a target audience.
ENVIRONMENTAL SCANNING AND ENVIRONMENTAL MANAGEMENT
Marketers constantly monitor crucial trends and developments in the business

environment. Environmental scanning is the process of collecting information about the
external marketing environment to identify and interpret potentials trends. The goal of this
process is to analyze the information and decide whether this trend represents significant
opportunities or prose major threats to the company. The firm can then determine the best
response to a particular environmental change.
For many domestics and international firms, competing with established industry
leaders frequently involves strategic alliances – partnership combine resources and capital
to create competitive advantages in a new market. Strategic alliances are especially
common in international marketing; in which partnership with local firms provide regional
expertise for a company expanding its operations aboard. Members of such alliances share
and profits. Alliances are considered essential in a country such as China where laws
require foreign firm doing business there to work with local companies
Through successful research and development efforts, firms may influence changes
in their own technological environments. A research breakthrough may lead to reduced
production costs or a technologically superior new product. While changes in the marketing
environment may be beyond the control of individual marketers, managers continually seek
to predict their impact on marketing decisions and to modify operations to meet changing
market needs. Even modest environmental shifts can alter the results of those decisions.
Developing a Competitive Strategy
Marketers at every successful firm must develop an effective strategy for dealing
with the competitive environment. One company may compete in a board range of markets
in many areas of the world. Another may specialize in particular market segments, such as
those determined by customer’s geographic location, age, or income characteristics.
Determining a competitive strategy involves answering the following three questions:
Tel. No. 0925-870-1013
a. Should we compete?
b. If so, in what markets should we compete?
c. How should we compete?
The answer to the first question depends on the firm’s resources, objectives, and
expected profit potential. A firm may decide not to pursue or continue operating a
potentially successful venture that does not mesh with its resources, objectives, or profit
expectations.
Answering the second question requires marketers to acknowledge their firm’s

limited resources-sales personnel, advertising budgets, product development capability, and
the like. They must allocate these resources to the areas of greatest opportunity. Some
companies gain access to new markets or new technologies through acquisitions or
mergers.
Consumerism, along with the rest of the social- cultural environment for marketing
decisions at home and aboard. Is expanding in scope and importance. Today no marketer
can initiate strategic decision without considering the society’s norms, values, culture, and
demographics. Understanding how these variables affect decisions is so important that
some firms have created a new position-typically, manager of public policy research- to
study the changing societal environments future impact on their organizations.
ETHICAL ISSUES IN MARKETING
Marketing operates outside the firm. It responds to that outside environment, and in
turn is acted on by environmental influences. Relationships with employees, suppliers, the
government, consumers, and society as a whole frame the social issues has a significant
effect on their firm’s eventual success. The diverse social issues that marketers face can be
divided into two major categories: marketing ethics and social responsibility. While these
two categories certainly overlap, this simple classification system provides a method for
studying these issues.
Environmental influences have directed increased attention toward marketing

ethics, defined as marketers’ standards of conduct and moral values. Ethics concern
matters of right and wrong: the responsibility of individuals and firms to do what is morally
right. As Figure 3.1 shows, each element of the marketing mix raises its own set of ethical
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question. Before any improvements to a firm’s marketing program can be made, each
element must be evaluated.
XXVIII. NAME OF
PROGRAM
Briefly Speaking
“Thou shalt not use profanity.

Thou shalt not covet thy neighbor’s putter.
Thou shalt not steal thy neighbor’s ball.
Thou shalt not bear false witness in the final tally.”
Marketing’s Responsibility
The concept of business’s social responsibility traditionally has concerned manager’s

relationships with customers, employees, and stockholders. In general, managers
traditionally have felt responsible for providing quality products at reasonable prices for
customers, adequate wages and decent working environments for employees and
acceptable profits for stockholders. Only occasionally did the concept extend to relations
with the government and rarely with the general public.
Today, corporate responsibility has expanded to cover the entire framework of

society. A decision to temporarily delay the installation of a pollution-control device may
satisfy the traditional sense of responsibility. Customers would continue to receive an
uninterrupted supply of the plot’s products, employees would not face layoffs, and
stockholders would still receive reasonable returns on their investments. Contemporary
business ethics, however, would not accept this choice as socially responsible.
Tel. No. 0925-870-1013
XXIX. COURSE COURSE CODE

TITLE TMBM3
COURSE
XXX. PRE-REQUISITE /
None CREDIT UNIT
CO-REQUISITE
3 Units
XXXI. COURSE important parts of this.
XXXII. MODULE TITLE /

NUMBER
XXXIII. INCLUSIVE WEEK /

DATE
XXXIV. COURSE OUTCOME
D. Learning Outcome: At the end of this module, the students should be able to:
XXXV. MODULE RESOURCES / REFERENCES

Tel. No. 0925-870-1013
G. Kurtz, David L. (2011),Principles of Marketing, Cengage Learning Asia Pte

H. Capon and Khan (2016), Marketing Principles, Asia edition, Wessex, Inc.,
XXXVI. TEACHING/LEARNING MODALITY
D. Flexible Learning System
Chapter 4: CONSUMER BEHAVIOR
Consumer behavior is the study of consumers and the processes they use to choose, use
(consume), and dispose of products and services, including consumers’ emotional, mental,
and behavioral responses.
Consumer behavior incorporates ideas from several sciences including psychology,

biology, chemistry, and economics.
Why is consumer behavior important?
Studying consumer behavior is important because it helps marketers understand what

influences consumers’ buying decisions.
By understanding how consumers decide on a product, they can fill in the gap in the market
and identify the products that are needed and the products that are obsolete.
Studying consumer behavior also helps marketers decide how to present their products in a
way that generates a maximum impact on consumers. Understanding consumer buying
behavior is the key secret to reaching and engaging your clients, and converting them to
purchase from you.
Tel. No. 0925-870-1013
A consumer behavior analysis should reveal:

• What consumers think and how they feel about various alternatives (brands,
products, etc.);
• What influences consumers to choose between various options;
• Consumers’ behavior while researching and shopping;
• How consumers’ environment (friends, family, media, etc.) influences their
behavior.
Consumer behavior is often influenced by different factors. Marketers should study

consumer purchase patterns and figure out buyer trends.
In most cases, brands influence consumer behavior only with the things they can control;
think about how IKEA seems to compel you to spend more than what you intended to
every time you walk into the store.
Categories of factors that influence consumer behavior:
1. Personal factors: an individual’s interests and opinions can be influenced by

demographics (age, gender, culture, etc.).
2. Psychological factors: an individual’s response to a marketing message will depend
on their perceptions and attitudes.
3. Social factors: family, friends, education level, social media, income, all influence
consumers’ behavior.
INTERPERSONAL DETRMINANTS OF CONSUMER BEHAVIOR
Cultural Influences
Culture can be defined as the values, beliefs, preferences, and tastes handed down
from one generation to the next. Culture is the broadest environmental determinant of
consumer behavior. Marketers need to understand its role in consumer decision making.
They must also monitor trends in cultural values as well as recognize changes in these
values.
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Social Influences
Group membership influences an individual consumer’s purchase decisions and

behavior in both overt and subtle ways. Every group establishes certain norms of behavior.
Norms are the values, attitudes, and behaviors a group deems appropriate for its members.
Group members are expected to comply with these norms.
Differences in group status and roles can also affect buying behavior. Status is the
relative position of any individual member in a group; roles define behavior that members
of a group expect of individuals who hold specific positions within that a group. Some
groups define formal roles, and others (such as a book club among friends) impose
informal expectations. Both types of groups supply each member with both status and
roles; in doing so, they influence that person’s activities- including his or her purchase
behavior.
People often make purchases designed to reflect their status within a group,
particularly when the purchase is considered expensive by society. In the past few years,
affluent consumers spent money on home redecorating and remodeling, as well as new
cars. They also achieved status through the purchase of an experience, such as a
mountaineering expedition, a Caribbean cruise, or a kayaking trip. As the economy
fluctuates, affluent shoppers actually achieve status by shopping in warehouse club store,
perhaps showing off their bargain-hunting savvy. But they are willing to spend more on
fresh or organic produce, often found at upscale grocery markets.
In countertrend, as gasoline prices rose to record levels, some drives challenged

themselves and others to consume as little fuel as possible. These so –called hypermilers
took pride in squeezing very last mile out of a gallon of gasoline and presented their tips on
TV talk shows and the Internet.
Reference Groups
Discussion of the Asch phenomenon raises the subject of reference groups - groups
whose value structures and standards influence a person’s behavior. Consumers usually try
to coordinate their purchase behavior with their perceptions of the values of their reference
groups. The extent of reference group influence varies widely among individuals. Strong
influence by a group on a member’s purchase requires two conditions:
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1. The purchased product must be one that others can see and identify
2. The purchased item must be conspicuous; it must stand out something
unusual, a brand or product that not everyone owns.
Social Classes
Family characteristics, such as the occupations and incomes of one or both parents,
have been the primary influences on social class. As women’s careers and earning power
have increased over the past few decades, marketers have begun to pay more attention to
their position as influential buyers.
People in one social class may aspire to a higher class and therefore exhibit buying
behavior common to that class rather than to their own. Middle – class consumers often
buy items they associate with the upper classes. Marketers of certain luxury goods appeal
to these consumers. Coach, Tiffany, and Bloomingdale’s- all traditionally associated with
high-end luxury goods-now offer their items in price rangers and location accessible to
middle-class consumers. Although the upper-income classes themselves to prestigious
products, such as antique carpets or luxury cars.
Opinion Leaders
In nearly every reference group, a few members act as opinion leaders. These
trendsetters are likely to purchase new products before others in the group and then share
their experience and opinions via word of mouth. As others in the group decide whether to
try the same products, they are influenced by the reports of opinion leaders. Generalized
opinion leaders are rare; instead, individuals tend to act as opinion leaders for specific
goods or service based on their knowledge of and interest in those products. Their interest
motivates them to seek out information from mass media, manufacturers, and other sources
and, in turn, transmit this information to associates through Interpersonal communications.
Opinion leaders are found within all segments of the population.
Family Influences
Most people are members of at least two families during their lifetimes – the ones
they are born into and those they eventually form later in life. The family group is perhaps
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the most important determinant of consumer behavior because of the close, continuing
interactions among family members. Like other groups, each family typically has norms of
expected behavior and different roles and status relationship for its members.
1. Autonomic role is seen when the partners independently make equal

members of decisions. Personal-care items would fall into the category
of purchase decisions each would make for himself or herself.
2. Husband-dominant role occurs when the husband usually makes certain
purchase decisions. Buying a life insurance policy is a typical example.
3. Wife –dominant role has the wife making most of certain buying
decisions. Children’s clothing is a typical wife-dominant purchase.
4. Syncretic role refers to joint decisions. The purchase of a house follows
a syncretic pattern.
Children and Teenagers in Family Purchases
Children and teenagers represent a huge market- more than 50 million strong- and
they influence what their parents buy, from cereal to automobiles. These consumers are
exposed to many marketing messages, and they are far more sophisticated than their
parents or grandparents were at the same age. They also have greater influence over the
goods and services their families purchase-in addition to the spending power they bring
their own purchases. Preteens and teens will spend a whopping $200 billion each year by
2011, and marketers are taking notice. Familiarity with technology and individualism are
two important characteristics of this group. “Teens living [now] have never known a world
without personal computers and the Internet,” says marketer Don Montuori. “Teens are in
the vanguard of the digital revolution in the media and marketing worlds, and they’re
helping to change the way media, marketing, and advertising executives approach the
American consumers.”
Products such as Apple’s iPod and iPod touch allow teens to load and play whatever
music they want. In addition, cellphones with texting capability and Web sites like
Facebook allow teens-and their younger siblings-to communicate with each other.
“What we’re talking about is a generations that has the ability to be in touch with each
other immediately at earlier and earlier ages,” notes Nancy Robinson, a consumer
strategist. “If you asked someone ten years ago about the necessity of a cell phone for a
five –year-old, they would have laughed and walked away; now you can buy that at
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Target.” Knowledge about these changes in products, and the way consumers use them, is
vital to any company’s success.
Physiological Needs
Needs are the most basic level concern essential requirements for survival, such as
food, water, shelter, and clothing. Pur promotes its war filtration system with slogan,
“Your water should be Pur.” Its ads emphasize the need for clean water; “ When you
realize how often water touches your family’s life, you discover just how important
healthy, great-tasting water is.”
Safety Needs
Second- level needs include security, protection from physical harm, and avoidance
of the unexpected. To gratify these needs, consumers may buy disability insurance or
security devices. Aetna, which provides a wide range of insurance products, uses the
slogan “We want you to know.” Its ads focus on the power of information in making
educated insurance purchases.
Social/ Belongingness Needs

Satisfaction of physiological and safety needs leads a person to attend to third-level-
needs-the desire so can be accepted by people and groups important to that individual. To
satisfy this need, people may join organizations and buy goods or services that make them
feel part of a group. American Express advertises its Membership Rewards program, which
features the ability to use its frequent-flyer points are almost any airline, as if it is an
exclusive club.
Esteem Needs
People have a universal desire for a sense of accomplishments and achievement.
They also wish to gain the respect of others and even exceeds other’s performance once
lower-need are satisfied. Las Vega’s luxury hotel Bellagi advertises with slogan,”Look
behind you. That’s the perking order.”
Self-Actualization Needs
At the top rung of Maslow’s ladder of human needs is people’s desire to realize their
full potential and find fulfillment by expressing their unique talents and capabilities.
Companies specializing in exotic adventure or educational trips aim to satisfy consumers’
needs for self-actualization. Not –for profit organizations that invite paying volunteers to
assist in such projects as archaeological digs or building homes for the needy appeal to
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these needs as well. Master Card’s well-known “priceless” ads often feature the satisfaction
of self-actualization needs.
THE CONSUMER DECISION PROCESS
The six steps in the consumer decisions process. First, the consumer recognizes a
problem or unmet need, searches for appropriate goods or services, and evaluates the
alternatives before making a purchase decision. The next step is the actual purchase. After
buying the item, the consumer evaluates whether he or she made the right choice. Much of
marketing involves steering consumers evaluates through the decision process in the
direction of s specific product.
Consumers apply the decision process in solving problems and taking advantage of
opportunities such decisions permit them to correct differences between their actual and
desired states. Feedback from each decision serves as additional experience as additional
experience in helping guide subsequent decisions reviews of all the products listed, giving
them information with which to make the best choices for their needs.
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XXXVII. NAME OF
PROGRAM
XXXVIII. COURSE COURSE CODE
TITLE TMBM3
COURSE CREDIT
XXXIX. PRE-REQUISITE /
None UNIT
CO-REQUISITE
3 Units
XL. COURSE important parts of this.
XLI. MODULE TITLE /

NUMBER
XLII. INCLUSIVE WEEK

/ DATE
XLIII. COURSE
OUTCOME
E. Learning Outcome: At the end of this module, the students should be able to:
Tel. No. 0925-870-1013
XLIV. MODULE RESOURCES / REFERENCES
I. Kurtz, David L. (2011),Principles of Marketing, Cengage Learning Asia Pte

J. Capon and Khan (2016), Marketing Principles, Asia edition, Wessex, Inc.,
XLV. TEACHING/LEARNING MODALITY
E. Flexible Learning System
Chapter 6: PART1: DEVELOPING MARKETING STRATEGY AND THE

MARKETING MIX
What is Marketing?
According to the American Marketing Association, marketing is 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.
Crafting your company's marketing strategy is an iterative process, as the marketing

landscape is constantly shifting. There are 4 main tenets—the 4 P’s of marketing—to
consider when crafting your marketing strategy:
• Product: The thing you are offering in an exchange for money.

• Price: The amount of money you are asking for in exchange for the product. Price is
an important factor for marketing because it impacts how customers view your
brand.
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• Place: Where your target audience goes to find information about your product.
• Promotion: How customers find out about you. This is often done with advertising.
A company cannot connect with all customers in large, broad, or diverse markets.
Consumers vary on many dimensions and often can be grouped according to one or more
characteristics. A company needs to identify which market segments it can serve
effectively. This decision requires a keen understanding of consumer behavior and careful
strategic thinking. To develop the best marketing plans, mangers need to understand what
makes each segment unique and different
Market segmentation is the identification of portions of the market that are different from
one another. Segmentation allows the firm to better satisfy the needs of its potential
customers.
Market segmentation is the process of knowing the overview of the entire target market,
but differentiating them from competitors by recognition of sub-markets with similarity in
needs but differs in demographic, geographic, economic, cultural and psychological ways.
Bases for segmentation in consumer markets
1. Geographic segmentation calls for dividing the market into different geographical units
such as (a) Region: by continent, state or even neighborhood; (b)Size of metropolitan area:
segmented according to size of population; (c) population density: often classifies as urban
or rural. (d) Climate: according to weather patterns common to certain geographic regions.
2. Demographic segmentation- the market are divided into groups on the basis of variables
such as age, gender, family size, family life cycle, generation: baby boomers, generation x;
income, occupation, education, ethnicity, nationality, religion and social class.
3. Psychographic segmentation-groups customers according to their lifestyles. Activities,

interests and opinions (AIO) survey are one tool for measuring lifestyle. It is also include
attitudes and values.
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4. Behavioristics segmentation-is based on actual customer behavior toward products. It

includes benefits sought, usage rate, brand loyalty, user status(first- time, regular),
readiness to buy, occasions (holidays and events that stimulate purchases)
Bases for segmentation in Industrial Markets
In contrast to consumers, industrial customers tend to be fewer in number and purchase

large quantities. They evaluate offerings in more detail, and the decision process usually
involves more than one person. These characteristics apply to organization such as
manufacturers and service providers, as well as resellers, governments and institutions.
1. Location- in industrial market, customer location may be important in some cases.

Shipping costs may be a purchase factor for vendor selection of products having a high
bulk to value ratio. In some industries firms tend to cluster together geographically and
therefore may have similar needs within a region.
2. Company type- business customers can be classifies according to company size,

industry, decision making unit, purchase criteria
3. Behavioral characteristics- in Industrial markets, patterns of purchase behavior can be a

basis for segmentation like the usage rate, buying status(potential, first time, regular) and
purchase procedure (sealed bids, negotiations etc.)
Market targeting-is a broad term that is used to describe the process of identifying groups
of consumers who are highly likely to purchase a specific good or service. There are
several different approaches to this process, with some of them allowing for a broad
cultivation of a market, while others are focused more on identifying markets that are
small but somewhat lucrative. A business of all sizes engage is some form of this
marketing essential as part of their efforts to secure and maintain customers.
Market targeting requires carefully understanding consumer wants and needs, as well as
having a good grasp on how a given product or service can meet those consumer desires.
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Positioning
Positioning has come to mean the process by which marketers try to create an image or
identity in the minds of their target market for its product, brand, or organization. Re-
positioning involves changing the identity of a product, relative to the identity of
competing products, in the collective minds of the target market. De-positioning involves
attempting to change the identity of competing products, relative to the identity of your
own product, in the collective minds of the target market.
Differentiation strategies
1. Competitive advantage-is a company‘s ability to perform in one or more ways that

competitors cannot or will not match.
2. Leverageable advantage- is one that a company can use as a springboard to new office
and then to networking applications. In general, a company that hopes to endure must be in
the business of continuously inventing new advantages.
Tel. No. 0925-870-1013
XLVI. NAME OF
PROGRAM
XLVII. COURSE COURSE CODE
TITLE TMBM3
COURSE CREDIT
XLVIII. PRE-REQUISITE /
None UNIT
CO-REQUISITE
3 Units
XLIX. COURSE important parts of this.
L. MODULE TITLE /
NUMBER
LI. INCLUSIVE WEEK

/ DATE
LII. COURSE
OUTCOME
F. Learning Outcome: At the end of this module, the students should be able to:
Tel. No. 0925-870-1013
LIII. MODULE RESOURCES / REFERENCES
K. Kurtz, David L. (2011),Principles of Marketing, Cengage Learning Asia Pte

L. Capon and Khan (2016), Marketing Principles, Asia edition, Wessex, Inc.,
LIV. TEACHING/LEARNING MODALITY
F. Flexible Learning System
Chapter 6: RELATIONSHIP MARKETING AND CONSUMER RELATIONSHIP

MANAGEMENT (CRM)
THE SHIFT FROM TRANSACTION BASED MARKETING TO RELATIONSHIP

MARKETING
Today, many organizations have embraced an alternative approach. Relationship

marketing views customers as equal partners in buyer-seller transactions. By motivating
customers to enter a long-term relationship in which they repeat purchases or buy multiple
brands from the firm, marketers obtain a clearer understanding of customer needs over
time. This process leads to improved goods or customers service, which pays off increased
sales and lower marketing costs. In addition, marketers have discovered it is less expensive
to retain satisfied customers than it is to attract new ones or to prepare damaged
relationships.
The move from transactions to relationships is reflected in the changing nature of

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the interactions between customers and sellers. In transaction-based marketing, exchanges

with customers generally are sporadic and, in some instances, disrupted by conflict. As
interactions become relationship oriented, however, conflict changes to cooperation, and
frequent contacts between buyers and sellers become ongoing exchanges.
As Figure 10.1 illustrates, relationship marketing emphasizes cooperation rather than

conflict between all of the parties involved. This ongoing collaborative exchange creates
value for both parties and build customer loyalty. Customer relationship management goes
a step further and integrates the customer’s needs into all aspects of the firm’s operations
and its relationships with suppliers, distributors, and strategic partners. It combines people,
processes, and technology with the long term-goal of maximizing customer value through
mutually satisfying interactions and transaction.
Employee satisfaction is another critical objective of internal marketing. Employees

can seldom, if ever, satisfy customers when they themselves are unhappy. Dissatisfied
employees are likely to spread negative word-of-mouth messages to relatives, friends, and
acquaintances, and these reports can affect purchasing behavior. Satisfied employees buy
their employer’s products, tell friends and families how good the customer service is, and
ultimately send a powerful message to customers. One recommended strategy for offering
consistently good service is to attract good employees, hire good employees, and retain
good employees. Upscale hotel chain Four Seasons pampers its customers and generates a
loyal following. But the company relates its high service standards directly to its hiring
policies and to maintaining satisfied employees. Founder Isadore Sharp says the chain
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succeeds “by hiring more for attitude than experience, by establishing career paths and
promotion from within, by buying as much attention to employee complaints as guest
complaints…by pushing responsibility down and encouraging self-discipline, by setting
performance high and holding people accountable, and most of all,(by) adhering to our
credo, generating trust.” Turnover among dull full-time employees is half the industry
average, and the company ranks among the best companies to work for in the United
States.
The Relationship Marketing Continuum
Like other interpersonal relationships, buyer-seller relationships function at a variety

of levels. As an individual or firm progresses from the lowest level to the highest level on
the continuum of relationship marketing, as shown in Table 10.1, the strength of
commitment between the parties grows. The likelihood of a continuing, long-term
relationship grows as well. Whenever possible, marketers want to move their customers
along this continuum, converting them from level 1.
First Level: Focus on Price
Interactions at the first level of relationship marketing are the most superficial and
the least likely to lead to a long-term relationship. In the most prevalent examples of this
first level, relationship marketing efforts rely on pricing and other financial incentives to
motivate customers to enter into buying relationship with a seller.
Although these programs can be attractive to users, they may not create long-term
buyer relationships. Because the programs are not customized to the needs of individual
buyers, they are easily duplicated by competitors. The lesson? It takes more than a low
price or other financial incentives to create a long term relationship between buyer and
seller.
Second Level: Social Interactions

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As buyer and sellers reach the second level relationship marketing, their interactions
develop on a social level, one that features deeper and less superficial links than the
financially motivated first level. Sellers have begun to learn that social relationships with
buyers can be very affective marketing tools. Customer service and communication are
key factors at this age.
Third Level: Interdependent Partnership
At the third level of relationship marketing, relationships are transformed into

structural changes that ensure buyer and sellers are true business partners. As buyer and
seller work more closely together, they develop a dependence on one another that
continues to grow over time.
Tel. No. 0925-870-1013
LV. NAME OF
PROGRAM
LVI. COURSE COURSE CODE
TITLE TMBM3
COURSE
LVII. PRE-REQUISITE /
None CREDIT UNIT
CO-REQUISITE
3 Units
LVIII. COURSE important parts of this.
LIX. MODULE TITLE /

NUMBER
LX. INCLUSIVE WEEK /

DATE January to May, 2021
LXI. COURSE OUTCOME
G. Learning Outcome: At the end of this module, the students should be able to:
Tel. No. 0925-870-1013
LXII. MODULE RESOURCES / REFERENCES
M. Kurtz, David L. (2011),Principles of Marketing, Cengage Learning Asia Pte

N. Capon and Khan (2016), Marketing Principles, Asia edition, Wessex, Inc.,
LXIII. TEACHING/LEARNING MODALITY
G. Flexible Learning System
Chapter 7: PRODUCT AND SERVICE STRATEGIES
DEVELOPMENT OF PRODUCT LINES
The Product Mix
A company’s products mix its assortment of product lines and individual

product offerings. The right blend of product lines and individual products
allows a firm to maximize sales opportunities within the limitations of its
resources. Marketers typically measure product mixes according to width,
length, and depth.
Product Mix Width

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The width of a product mix refers to the number of product lines the firm
offers.
As Table
11.3 shows,
Johnson
& Johnson
offers a
broad
line of retail
consumer products in the U. S. market as well as business-to – business

products to the medical community. Consumers can purchase over the counter
medications, nutritional products, dental care products, and first aid products,
among others. Health care professionals can obtain prescription drugs, medical
and diagnostic devices, and wound treatments. LifeScan, one the firm’s
subsidiaries, offers an entire suite of products designed to help diabetes patients
manage their condition. DePuy, another subsidiary, manufacturers orthopedic
implants and joint replacement products. At the drugstore, consumers can pick
up some of J&J’s classic products, such as Mortin and Visine.
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Product Mix Length
The length of a product mix refers to the number of different products a

firm sells. Table 11.3 also identifies some of the hundreds of healthcare
products offered by Johnson & Johnson. Some of J&J’s most recognizable
brands are Band–Aid, Tylenol, and Listerine.
Product Mix Depth
Depth refers to variations in each product the firm markets in its mix.
Johnson & Johnson’s Band-Aid brand bandages come in a variety of shapes
and sizes, including Finger-Care Tough Strips, Comfort Flex and Activ-Flex
foe elbows and knees, and Advance Healing Blister bandages.
The Product Lifecycle
Products, like people, pass through stages as they age. Successful

products progress through four basic stages: introduction, growth, maturity, and
decline. The progression, known as the product lifecycle, is shown in Figure
11.5.
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The product lifecycle concept applies to products or product categories

within an industry, not to individual brands. For instance, camera cellphones
are moving rapidly from the introductory stage to the growth stage. Digital
cameras are still in the growth stage, but moving toward maturity. Film cameras
have declined so much that is difficult for consumers to purchase film for their
old cameras. There is no set schedule or time frame for a particular stage of the
lifecycle. CDS have been around for more than a quarter of a century but are
declining due to the increase in digital music downloads.
Introductory Stage
During the introductory stage of the product lifecycle, a firm works to

stimulate demand for the new market entry. Products in this stage might bring
new technology to a product category. Because the product is unknown to the
public, promotional campaigns stress information about its features. Additional
promotions try to induce distribution channel members to carry the product. In
this phase, the public becomes acquainted with the item’s merits and begins to
accept it.
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Technical problems and financial losses are common during the

introductory stage as companies fine-tune product design and spend money
advertising. Many users remember early problems with the Internet-jammed
portals, order fulfilling glitches, dot-coms that went bust. But DVD players and
camera phones experienced few of these setbacks. Users of GPS devices
reported some glitches but also conceded that some problems stem from
learning how to operate the devices correctly.
Growth Stage
Sales volume rises rapidly during the growth stage as new customers
make initial purchases and early buyers repurchase the product, such as camera
phones and GPS devices. The growth stages usually begin when a firm starts to
realize substantial profits from its investment. World –of-mouth reports, mass
advertising, and lowered prices all encourage hesitant buyers to make trial
purchases of new production.
Maturity Stage
Sales of a product category continue to grow during the early part of the
maturity stage nut eventually reach a plateau as the backlog of potential
customers dwindles. By this time, many competitors have entered the market,
and the firm’s profits begin to decline as competition intensifies. Companies
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can increase their sales and market shares only at the expense of competitors, so
the competitive environment becomes increasingly important. In the maturity
stage, heavy promotional outlays emphasize any differences still separating
competing products, and brand competition intensifies. Some firms try to
differentiate their products by focusing in attributes such as quality, reliability,
and service. Others focus on redesign or other ways of extending the product
lifecycle.
Decline Stage
In decline stage of a products life, innovations or shifts in consumer

preferences bring about an absolute decline in industry sales. Dial telephones
became touch-tone phones, which evolved to portable phones, which are now
being replaced with conventional cell phones, which in turn are being replaced
with camera phones. Thirty-five-millimeter home-movie film was replaced with
videotape, which is now being replaced with DVD technology.
Products can be classified into 3 groups, according to durability and tangibility
1. Non-durable goods- these are tangible goods normally consumed in one or few uses, like
beer and soap. Because these goods are consumed quickly and purchased frequently. The
appropriate strategy is to make them available in many locations, charge only a small
mark-up and advertise heavily to induce trial and build preferences.
2. Durable goods- these are tangible goods that normally survive many uses: refrigerators,
machine tools, and clothing. Durable products normally require more personal selling and
service, command a higher margin, and require more seller guarantees.
3. Services- these are intangible, inseparable, variable and perishable products. As s result,
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they normally require more quality control, supplier credibility, and adaptability. Example
includes haircuts, legal advice and appliance repairs.
Product differentiation
To be branded, products must be differentiated. Physical products vary in their potential for
differentiation.
1. Form- Many products can differentiated in form—the size, shape or physical structure of
a product.
2. Features-most products can be offered with varying features that supplement itsbasic
function. A company can identify and select appropriate new features by surveying recent
buyers and then calculating customer value Vs Company cost for each potential feature.
3. Customization-marketers can differentiate products by making them customized to an

individual. Mass customization is the ability of a company to meet each services,
programs, and communications.
4. Performance quality- most products are established at one or four performance level:
low, average, high or superior. Performance quality is the level at which products
characteristics operate. A company must also manage performance quality through time.
Continuously improving the product can produce a high returns and market share.
5. Conformance quality- buyers expect product to have a high conformance quality, which
is the degree to which all the produced units are identical and meet the promised
specifications. Suppose a Porsche 911 is designed to accelerate to 150 kilometers per hour
within 10 seconds. If every Porsche 911 coming off the assembly line does this, the model
is said to have a high conformance quality. The problem with low conformance quality is
that the product will disappoint some buyers.
6. Durability- Durability is a measure of the product‘s expected operating life under

customer‘s requirement—to prepare on a basis individually—designed products, will
generally pay more vehicles and kitchen appliances that have a reputation for being long-
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lasting.
7. Reliability- buyers normally will pay a premium for more reliable products. Reliability
is a measure of the probability that a product will not malfunction or natural or fail within a
specified time period, National, which manufactures major home appliances, has an
outstanding reputation for creating reliable appliances.
8. Repairability- is a measure of the ease of fixing product when it malfunctions or fails.

Ideal repairability would exist if users could fix the product themselves with little cost in
money or time.
9. Style- it describes the product‘s look and feel to the buyer. Car buyers pay a premium for
Jaguars because of their extraordinary look. Aesthetic play a key role in such brands as
Absolute Vodka, Apple computers, Samsung Cell phones, and Harley Davidson
Motorcycles. Style has the advantage of creating distinctiveness that is difficult to copy. On
the negative side, strong style does not always mean high performance. A car may look
sensational but spend a lot of time in the repair shop.
10. Design- is the totality of features that affects how a product looks and functions in
terms of customer requirements.
Service differentiation
1. Ordering ease refers to how easy it is for the customer to place an order with the
company. Banks now provide home banking software to help customers get information
and do transactions more efficiently. Consumers are now able to order and receive
groceries without going to supermarket.
2. Delivery refers to how well the product or service is delivered to the customer. It
includes speed, accuracy, and care attending the delivery process. Today‘s customers have
grown to expect delivery speed: pizza delivered in one-half hour, film developed in 30
minutes, eye glasses made in one hour, cars lubricated in 15
3. Installation refers to the work done to make product operational in its planned location.
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Buyers of heavy equipment expect good installation service.
4. Customer training refers to training of customer‘s employee‘s to use the vendor‘s

equipment properly and efficiently. General Electric not only sells and installs expensive
X-ray equipment in hospitals; it also gives extensive training to users of this equipment.
McDonald‘s requires its new franchisees to attend Hamburger University for two weeks to
learn how to manage the franchise properly.
5. Customer consulting refers to data, information systems and advice services that the
sellers offer to buyers.
6. Maintenance and repair describes the service programs for helping customers keep
purchased products in good working order.
Categories of Service Mix
1. Pure tangible good—the offering consists primarily of a tangible good such as soap,
toothpaste or salt. No services accompany the product.
2. Tangible good with accompanying services—the offering consists of a tangible good

accompanied by one or more services.(delivery, repairs, maintenance, installation advice,
warranty fulfillment)
3. Hybrid—the offering consists of equal parts of goods and services. For example, people
patronize restaurants for both food and service.
4. Major Service with accompanying minor goods and services—the offering consists of a
major service along with additional services or supporting goods. For example, air line
passengers buy transportation. The trip includes some tangibles, such as food and drinks, a
ticket stub and an airline magazine.
5. Pure service—the offering consists primarily of a service. Examples include babysitting,

physiotherapy, and massage.
Tel. No. 0925-870-1013
LXIV. NAME OF
PROGRAM
LXV. COURSE Business Marketing COURSE CODE
Tel. No. 0925-870-1013
DESCRIPTIVE
TMBM3
TITLE
COURSE
LXVI. PRE-REQUISITE /
None CREDIT UNIT
CO-REQUISITE
3 Units
LXVII. COURSE important parts of this.
LXVIII. MODULE TITLE /

NUMBER
LXIX. INCLUSIVE WEEK /

LXX. COURSE OUTCOME
H. Learning Outcome: At the end of this module, the students should be able to:
LXXI. MODULE RESOURCES / REFERENCES
O. Kurtz, David L. (2011),Principles of Marketing, Cengage Learning Asia Pte

Tel. No. 0925-870-1013
P. Capon and Khan (2016), Marketing Principles, Asia edition, Wessex, Inc.,
LXXII. TEACHING/LEARNING MODALITY
H. Flexible Learning System
Chapter 8: MARKETING CHANNELS AND SUPPLY CHAIN MANAGEMENT
THE ROLE OF MARKETING CHANNELS IN MARKETING STRATEGY
Channels perform four important functions. First, they facilitate the exchange
process by reducing the number of marketplace contacts necessary to make a sale.
Distributors adjust for discrepancies in the markets assortment of goods and services
via process known as sorting, the second channel function. Sorting alleviates such
discrepancies by channeling products suit both the buyers and the producer’s needs. The
third function of marketing channels involves standardizing exchange transactions by
setting expectations for products, and it involves the transfer process itself. Channel
members tend to Standardization helps make transactions efficient and fair. The final
marketing channel function is to facilitate searches by booth buyers and sellers. Channels
bring buyers and sellers together to complete the exchange process.
CHANNEL STRATEGY DECISIONS
• Selection of a Marketing Channel

• Determining Distribution Intensity
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Intensive Distribution
An intensive distribution strategy seeks to distribute a product through all available
channels in a trade area.
Selective Distribution
In another market coverage strategy, selective distribution, a firm chooses only
limited number of retailers in a market area to handle its line. By limiting the number of
retailers, marketers can reduce total marketing costs while establishing strong working
relationships within the channel.
Exclusive Distribution
When a product grants exclusive rights to a wholesaler or retailer to sell it products
in a specific geographic region, its practices exclusive distribution.
CHANNEL MANAGEMENT AND LEADERSHIP
Channel Conflict
Marketing channels work smoothly only when members cooperate in well-organized
efforts to achieve maximum operating efficient. Yet channel members often perform as
separate, independent, and even competing forces. Two types of conflict-horizontal and
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vertical-may hinder the normal functioning of marketing.
Horizontal Conflict
Horizontal conflict sometimes results from disagreements among channel members
at the same level, such as two or more wholesalers or two or more retailers, or among
marketing intermediaries of the same type.
Vertical Conflict
Channel members at different levels, find many reasons for disputes, as when
retailers develop private brands to compete with producers brands or when producers
establish their own retail stores or create mail-order operations that compete with retailers.
Vertical Marketing Systems

Efforts to reduce channel conflict and improve the effectiveness of distribution have
led to the development of vertical marketing systems. A vertical marketing system
(VMS) is a planned channel system designed to improve distribution efficiency and cost
effectiveness by integrating various functions throughout the distribution chain.
A vertical marketing system can achieve this goal through either forward or
backward integration. In forward integration, a firm attempts to control downstream
distribution. For example, a manufacturer might set up a retail chain to sell its products.
Backward integration occurs when a manufacturer attempts to gain greater control over
inputs in its production process. A manufacturer might acquire the supplier of a raw
material the manufacturer uses in the production of its products. Backward integration can
also extend the control of retailers and wholesalers over producers that supply them.
A VMS offers several benefits. First, it is improves chances for controlling and
coordinating the steps in the distributor or production process. It may lead to the
development of economies of scale that ultimately saves money. A VMS may also let a
manufacturer expand into profitable new businesses. However, a VMS also involves some
costs. A manufacturer assumes increased risk when it takes control of an entire distribution
chain. Manufacturers may also discover t they lose some flexibility in responding to market
changes.
Tel. No. 0925-870-1013
Marketers have developed three categories of VMSs: corporate systems,

administered systems, and contractual systems. These categories are outlined in the
following sections.
Tel. No. 0925-870-1013
LXXIII. NAME OF
PROGRAM
LXXIV. COURSE COURSE CODE
TITLE TMBM3
COURSE
LXXV. PRE-REQUISITE /
None CREDIT UNIT
CO-REQUISITE
3 Units
LXXVI. COURSE important parts of this.
LXXVII. MODULE TITLE /

NUMBER
LXXVIII. INCLUSIVE WEEK /

LXXIX. COURSE OUTCOME
I. Learning Outcome: At the end of this module, the students should be able to:
Tel. No. 0925-870-1013
LXXX. MODULE RESOURCES / REFERENCES
Q. Kurtz, David L. (2011),Principles of Marketing, Cengage Learning Asia Pte

R. Capon and Khan (2016), Marketing Principles, Asia edition, Wessex, Inc.,
LXXXI. TEACHING/LEARNING MODALITY
I. Flexible Learning System
Chapter 9: INTEGRATED MARKETING COMMUNICATIONS
Integrated Marketing Communications
Stop and think for a moment about all the marketing messages you receive in a
single day. You click on the television for the morning news, and you see plenty of
commercials. Listen to the car radio on the way to work or school, and you can sing along
with the jingles.
ELEMENTS OF THE PROMOTIONAL SELLING
Personal Selling
Personal selling is the oldest form of promotion, dating back as far as the beginning
of trading and commerce. Traders vastly expanded both market size and product varities as
they led horses and camels along the Silk Road from China to Europe roughly between 300
B.C.E. and A.D. 1600, conducting personal selling at both ends. Personal selling may be
defined as a seller’s promotion may be conducted face-to-face, over the telephone, through
videoconferencing, or through interactive computer links between the buyer and seller.
Tel. No. 0925-870-1013
Nonpersonal Selling
Non personal selling includes advertising, product placement, sales promotion, direct
marketing, public relations, and guerilla marketing. Advertising and sales promotion
usually are regarded as the most important forms of nonpersonal selling. About one-third of
marketing dollars spent on nonpersonal selling activities are allocated for media
advertising; the other two-thirds fund trade and consumer sales promotions.
Advertising
Advertising is any paid, nonpersonal communication through various media about a
business from not-for-profit organization, product, or idea by a sponsor identified in a
message intended to inform, persuade, or remind members of a particular audience. It is a
major promotional mix component for thousands of organizations-total ad spending in the
United States topped $149 billion during a recent year. Online ad spending surpassed $11
billion. Mass consumption and geographically dispersed markets make advertising
particularly appropriate for marketing goods and services aimed at large audiences likely to
respond to the same promotional messages.
Product Placement
Product placement is a form of nonpersonal selling in which the marketer pays a
motion picture or television program owner a fee to display his or her product prominently
in the film or show.
Sales Promotion
Sales promotion consists of marketing activities other than personal selling,
advertising, guerilla marketing, and public relations that stimulate consumer purchasing
and leader effectiveness. This broad category includes displays, trade shows, coupons,
contests, samples, premiums, product demonstrations, and various nonrecurring, irregular
selling efforts. Sales promotion provides a short-term incentive, usually in combination
with other forms of promotion, to emphasize, assist supplement, or otherwise support the
objectives of the promotional program. Restaurants, including those serving fast food, often
place certain items on the menu at a low price “for a limited time only.” Advertisements
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may contain coupons for free or discounted items for a specified period of time.
Direct Marketing
Another element in firm’s integrated promotional mix is direct marketing, the use of
direct communication to a consumer or business recipient designed to generate a response
in the form of an order, a request for further information (lead generation), or a visit to a
place of business to purchase specific goods or services (traffic generation).
Public Relation and Publicity

Public relations refer to a firm’s communication and relationship with its various
publics. These public includes customers, suppliers, stockholders, employees, the
government, and the general public. Public relations programs can conduct either formal or
informal contacts. The critical point is that every organization, whether or not it has a
formally organized program, must be concerned about its public relations.
Publicity is the marketing-oriented aspect of public relations. It can be defined as
nonpersonal stimulation of demand for a good, service, person, cause, or organization
through unpaid placement of significant news about it in a published medium or through a
favorable presentation of it on the radio or television.
Guerilla Marketing
Guerilla marketing uses unconventional, innovative, and low-cost techniques to
attract consumer’s attention. It is relatively new approach used by marketers whose firms
are underfunded for a full marketing program. Many of these firms can’t afford the huge
costs involved in the orthodox media of print and broadcasting, so they need to find an
innovative, low costs way to reach their market. But some large companies, such as
PepsiCo and Toyota, engage in guerilla marketing as well.
Viral marketing, also mentioned in Chapter 10, is another form of guerilla marketing
that has rapidly caught on with large and small firms. An online viral video called Jumpin’
In surprised marketer Levi Strauss & Co. with its unexpected popularity, racking up 3.5
million hits in 10 days and attracting the attention of “Good Morning America” and The
Wall Street Journal. The success of the viral video led Levi Strauss to develop a follow-up
Tel. No. 0925-870-1013
campaign promoting the free-spirited nature of its jeans, including additional online videos,
print ads, TV spots, giant three dimensional jeans billboards, and online interactive
features.
BUDGETING FOR PROMOTIONAL STRATEGY

Tel. No. 0925-870-1013
LXXXII. NAME OF
PROGRAM
LXXXIII. COURSE COURSE CODE
TITLE TMBM3
COURSE
LXXXIV. PRE-REQUISITE /
None CREDIT UNIT
CO-REQUISITE
3 Units
LXXXV. COURSE important parts of this.
LXXXVI. MODULE TITLE /

NUMBER
LXXXVII. INCLUSIVE WEEK /

LXXXVIII. COURSE OUTCOME
J. Learning Outcome: At the end of this module, the students should be able to:
Tel. No. 0925-870-1013
LXXXIX. MODULE RESOURCES / REFERENCES
S. Kurtz, David L. (2011),Principles of Marketing, Cengage Learning Asia Pte

T. Capon and Khan (2016), Marketing Principles, Asia edition, Wessex, Inc.,
XC. TEACHING/LEARNING MODALITY
J. Flexible Learning System
Chapter 10: PERSONAL SELLING AND SALES PROMOTION
Field Selling
Field selling involves making sales calls on prospective and existing customers at
their businesses or homes. Some situations involve considerable creative effort, such as the
sale of major computer installations. Often the salesperson must convince customers first
that they need the good or service and then that they need the practical brand the
salesperson is selling. Fields sales of large industrial installations such as Boeing’s 787
Dreamliner jet also often require considerable technical expertise.
Telemarketing
Telemarketing, a channel in which the selling process is conducted by phone,
serves two general purposes-sales and service-and two general markets-business to
business and direct to customer. Both inbound and outbound telemarketing are forms of
direct marketing.
Inside Selling
The role of many of today’s telemarketers is a combination of field selling
techniques applied through inbound and outbound telemarketing channels with a strong
customer orientation, called inside selling. Inside sales reps perform two primary jobs: they
Tel. No. 0925-870-1013
turn opportunities into actual sales, and they support technicians and purchasers with
current solutions. Inside sales reps do far more than read a canned script to unwilling
prospects. The role goes beyond taking orders to solving problems, providing customer
service, and selling. A successful inside sales force relies on close working relationships
with field representatives to solidify customer’s relationships.
Over-the-Counter Selling
The most frequently used sales channel, over-the-counter selling in retail and some
wholesale locations. Most over-the-counter sales are direct-to-customer, although business
customers are frequently served by wholesalers with over-the-counter sales reps.
Customers typically visit the seller’s location on their own initiative to purchase desired
items. Some visit their favorite stores because they enjoy shopping. Others respond to
many kinds of appeals including direct mail personal letters of invitation from store
personnel; and advertisement for sales, special events, and new-product introductions.
Tel. No. 0925-870-1013
XCI. NAME OF
PROGRAM
XCII. COURSE COURSE CODE
TITLE TMBM3
COURSE
XCIII. PRE-REQUISITE /
None CREDIT UNIT
CO-REQUISITE
3 Units
XCIV. COURSE important parts of this.
XCV. MODULE TITLE /

NUMBER
XCVI. INCLUSIVE WEEK /

XCVII. COURSE OUTCOME
K. Learning Outcome: At the end of this module, the students should be able to:
Tel. No. 0925-870-1013
XCVIII. MODULE RESOURCES / REFERENCES
U. Kurtz, David L. (2011),Principles of Marketing, Cengage Learning Asia Pte

V. Capon and Khan (2016), Marketing Principles, Asia edition, Wessex, Inc.,
TEACHING/LEARNING MODALITY
K. Flexible Learning System
Chapter 11 : PRICING CONCEPTS AND STRATEGIES
Price is one element of the marketing mix that produces revenue; the other elements
produce costs. Prices are perhaps the easiest element of marketing program to adjust;
product features, channels, and even promotion take more time.
Price - the amount of money charged for a product or service, or the sum of the values that
consumers exchange for the benefits of having or using the product or service.
Dynamic pricing – It is the practice of charging different prices depending on individual
customers and situations.
Price is the only element in the marketing mix that produces revenue; all other elements
represent cost. Price is also one of the most flexible elements of the marketing mix; price
can be change so quickly. At the same time, pricing and price competition is the number
one problem facing many marketing executives.
2 FORMS OF COSTS
1. Variable Costs - vary directly with the level of production
2. Fixed cost also known as overhead cost. Costs that do not vary with production or sales
level.
Tel. No. 0925-870-1013
PRODUCT MIX PRICING STRATEGIES
1. Product line pricing - setting the price steps between various products in a product line
based on cost difference between the products, customer evaluations of different features
and competitor‘s price
2. Optional product pricing - the pricing is along with the main product.
3. Captive- product pricing- setting a price for products that must be used along with a
main products that must be use along with a main products, such as blades for razor and
film for a camera.
4. By-product pricing - setting a price in order to make the main product‘s price more
competitive
5. Product-bundle pricing - combining several products and offering the bundle at a

reduced price.
PRICE-ADJUSTMENT STRATEGIES
1. Discount and allowance pricing - a straight reduction in price on purchase during a
stated period of time
2. Segmented pricing - selling a product or service at two or more prices, where the
difference in prices is not based on different cost
3. Psychological pricing - A pricing approach that considers the psychology of prices and
not simply the economics; the price is used to something about product.
4. Promotional pricing - temporarily pricing products below the list price and sometimes
even below cost to increase short ruin sales
5. Geographical pricing - A company also must decide how to price its products for
Tel. No. 0925-870-1013
customers located in different parts of the country or world.
6. International pricing - Companies that market products internationally must decide what
prices to charge in the different countries.
Profitability Objectives
Marketers at for profit firms must set prices with profits in mind. Even not for profit
Organizations to realize the importance of setting prices high enough to cover expenses and
provide a financial cushion to cover unforeseen needs and expenses.
Volume Objectives
Some economists and business executives argue that pricing behavior actually seeks
to maximize sales within a given profit constraint. In other words, they set a minimum
acceptable profit level and then seek to maximize sales (subject to this profit constraint) in
the belief that the increased sales are more important in the long-run competitive picture
than immediate high profits. As a result, companies should continue to expand sales as
long as their total profits do not drop below the minimum return acceptable to
management.
Tel. No. 0925-870-1013
Marketing Competition Objectives

A third pricing objectives seeks simply to meet competitor’s prices. In many lines of
business, firms set their own prices to match those of established industry price leaders.
Tel. No. 0925-870-1013

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Suclayin, Arayat, Pampanga

Tel. No. 0925-870-1013

VI. INCLUSIVE WEEK /

VIII. MODULE RESOURCES / REFERENCES

A. Kurtz, David L. (2011),Principles of Marketing, Cengage Learning Asia Pte

IX. TEACHING/LEARNING MODALITY

A. Flexible Learning System

Chapter 1: MARKETING: UNDERSTANDING BUSINESS MARKETING AND THE ART &

Marketing in a changing world: Creating Customer value and satisfaction

Marketing is everywhere. Formally and informally, people and organizations engage

Financial success often depends on marketing ability. Finance, operations,

Marketing is the process of analyzing, planning, implementing, coordinating, and

Good marketers are practicing holistic marketing. Holistic Marketing is the

1. Internal marketing-ensuring everyone in the organization embraces appropriate

2. Integrated marketing-ensuring that multiple means of creating, delivering, and

3. Relationship marketing-having rich, multifaceted relationship with customers, channel

4. Performance marketing-understanding returns to the business from marketing activities

We can distinguish between a social and a managerial definition of marketing. A

Marketing people are involved in marketing 10 types of entities: goods, services,

2. Services- As economies advance, a growing proportion of their activities is focused on

8. Organizations- organizations actively work to build a strong, favourable, and unique

9. Information- it is essentially what schools and universities produce and distribute at a

have more children.

Core concepts of Marketing

Value, Satisfaction, and Quality

reliable package delivery.

2. Customer Satisfaction- The extent to which a products perceived performance in

3. Quality- has a direct impact on product or service performance. Thus, it is closely

FOUR ERAS IN THE HISTORY OF MARKETING

XI. COURSE COURSE CODE

XIV. MODULE TITLE /

XV. INCLUSIVE WEEK /

XVII. MODULE RESOURCES / REFERENCES

C. Kurtz, David L. (2011),Principles of Marketing, Cengage Learning Asia Pte

XVIII. TEACHING/LEARNING MODALITY

B. Flexible Learning System

Chapter 2: STRATEGIC PLANNING IN CONTEMPORARY MARKETING

MARKETING PLANNING: THE BASIS FOR STRATEGY AND TACTICS

Planning is the process of anticipating future events and conditions and of

Marketing Planning – implementing planning activities devoted to achieving

An important trend in marketing planning centers on relationship marketing, a firm’s

A key ingredient of the marketing management process is insightful, creative

Steps in Strategic Planning

4 Growth Strategies in the product/market grid

3. Market development (new markets, existing products): entails marketing existing

4 Marketing Management functions

XXIII. MODULE TITLE /

XXIV. INCLUSIVE WEEK /

XXVI. MODULE RESOURCES / REFERENCES

E. Kurtz, David L. (2011),Principles of Marketing, Cengage Learning Asia Pte

XXVII. TEACHING/LEARNING MODALITY

C. Flexible Learning System

Chapter 3: THE MARKETING ENVIRONMENT, ETHICS, AND SOCIAL

Developing and implementing marketing plans involves a number of decisions. Making

Levels of market environment

The company aspect of microenvironment refers to the internal environment of the

a. Demography refers to studying human populations in terms of size, density, location,

ENVIRONMENTAL SCANNING AND ENVIRONMENTAL MANAGEMENT

Marketers constantly monitor crucial trends and developments in the business

Developing a Competitive Strategy

Answering the second question requires marketers to acknowledge their firm’s

ETHICAL ISSUES IN MARKETING

Environmental influences have directed increased attention toward marketing