Principles of Marketing

Activities
1 Quarter (2nd Semester)
Week 1-2

CHAPTER 1

Preliminary Discussion

Define marketing in your own words, based on what you understand about it thus far.

Give three examples of products that you regularly see around you and describe how they are “marketed”.

EXERCISES

1. Explain in your own words why marketing is principally about communication.

2. Explain how a newspaper engages in marketing. What is its market? What is it selling?

LESSON 2: NEEDS, WANTS, AND DEMANDS

 Exercises

PRELIMINARY DISCUSSION
Explain in your own words what a “need” is. Try to explain this form your own experience.

Give three examples of products that you want to have and the reasons why you want to have them. Try to
expound on your reasons.

I. Discussion
1. Give two examples each of popular brands across these three different categories: (a) sneakers, (b)
automobiles, and (c) junk food. For each of the identified brands, what emotional need does each seeks to
satisfy? Discuss, critique, and analyze.

Sneakers Need satisfied How/Why

Automobiles Need satisfied How/Why

Junk food Need satisfied How/Why

2. Think of a very expensive product that you aspire to have. Assuming that you do not have the budget for
this, think of a cheaper alternative. Now, imagine buying this cheaper alternative and having it with you
right now. Are you happy with it? Are you contented with it?
 Aspirational Product

More economical alternative

How do you feel about having more economical

alternative? Explain your feelings.

3. Imagine now finally having the budget for buying the original expensive item that you wanted. Will you
still buy it even if you already have the cheaper substitute? Go through your decision process point by
point. What needs are you actually satisfying?

Will you still buy the expensive item?

If yes, why?
If no, why not?

What needs are you actually satisfying?

II. Application and Advancement

Knowing what you know by now……

1. Explain why there is a multitude of different types of shampoos in the market shelves, many of which are from
the same manufacturer.
2. Speculate on how specific products can communicate their effectiveness in satisfying a particular need. Use a
popular brand of product as an example.

3. Discuss how much a consumer must spend in order to satisfy a particular need. Is a need ever satisfied, or will the
state of felt deprivation last for life? Simulate this by using a hypothetical character who has particular needs.