Lesson 5 Content Standard Performance Standard Essential Topic

SENIOR HIGH SCHOOL FIRST SEMESTER- SECOND TERM (S.Y.
2021-2022)
University of Bohol Subject: Entrepreneurship
Tagbilaran City Grade Level: 11/12
MODULE 5
LESSON 5 MARKETING MIX, DEVELOPING A BRAND NAME, and

4 Ms OF OPERATION
CONTENT The learner demonstrates understanding of environment and market in one’s
STANDARD locality/town.
PERFORMANCE The learner independently creates a business vicinity map reflective of potential market
STANDARD in one’s locality/town.
ESSENTIAL a. Describe the Marketing Mix (7Ps) in relation to the business opportunity vis-à vis:
TOPIC a.1 Product;
a.2 Place;
a.3 Price;
a.4 Promotion;
a.5 People;
a.6 Packaging; and
a.7 Positioning
b. Develop a brand name
c. Demonstrate understanding of the 4 M’s of operations: Describe the 4Ms (Manpower,
Method, Machine, Materials) of operations in relation to the business opportunity
ESSENTIAL 1. Recognize the importance of marketing mix in the development of marketing
COMPETENCY strategy
2. Describe the Marketing Mix (7Ps) in relation to the business opportunity vis-à-
vis: Product; Place; Price; Promotion; People; Packaging; and Positioning
3. Develop a brand name
Performance The students will submit an output containing the relation of the Marketing Mix (7Ps) and
Task the 4Ms to the business opportunity. The output may be written, encoded, drawn,
through PowerPoint or video presentation, or any other means where the students'
capabilities are enhanced and portrayed.
RUBRIC:
Content & Relevance 60
Organization and Presentation 40
TOTAL 100
1
SENIOR HIGH SCHOOL FIRST SEMESTER- SECOND TERM (S.Y. 2021-2022)
PRE – TESTING HOW MUCH I KNOW
CHECK YOUR KNOWLEDGE USING THE FOLLOWING GUIDE QUESTIONS:

1. Define Marketing Mix.
2. What do you know about the 7 Ps of the Marketing Mix?
3. What factors to consider when making a brand name?
4. What are the 4M’s of operation?
STUDENT READINGS AND CONCEPT BUILDING
According to WIKIPEDIA
Marketing may refer to the process of value exchange that is facilitated by the 4 Ps. The term 'marketing mix' is
a foundation model for businesses, historically centered around product, price, place, and promotion (also
known as the "4 Ps"). The marketing mix has been defined as the "set of marketing tools that the firm uses to
pursue its marketing objectives in the target market". Thus the marketing mix refers to four broad levels of
marketing decision: product, price, place, and promotion.
Acierto, Marife Agustin (2017). Entrepreneurship. Unlimited Books Library Services & Publishing Inc.
Batisan, Ronaldo “Ron” S. (2016). Entrepreneurship: Ideas Business Plan Implementation Process Cash
Success. DIWA Textbooks
Marketing Mix
Also known as the four P’s broad levels of marketing decision namely Product, Price, Place, and
Promotion, it is a foundation concept in marketing. It is defined as the ‘set of marketing tools that the firm
uses to pursue its marketing objectives in the target market. In services marketing, a modified and expanded
marketing mix is used, typically comprising seven P’s made up of the original 4 P’s plus process, people,
physical environment.
WATCH LINK: https://bit.ly/2XZ85tM
2
READING LINK: Employment, S. (2019, January 02). The 7 Ps of marketing. Retrieved August 13,
2020, from https://bit.ly/2XVag1k
The 7 Ps of marketing
The 7 Ps are a set of recognized marketing tactics, which you can use in any combination to satisfy
customers in your target market. The 7 Ps are controllable, but subject to your internal and external marketing
environments. Combining these different marketing tactics to meet your customers' needs and wants is
known as using a 'tactical marketing mix'.
Product
Product refers to what you are selling, including all of the features, advantages and benefits that
your customers can enjoy from buying your goods or services. When marketing your product, you need to
think about the key features and benefits your customers want or need, including (but not limited to) styling,
quality, repairs, and accessories.
Price
This refers to your pricing strategy for your products and services and how it will affect your
customers. You should identify how much your customers are prepared to pay, how much mark-up you need
to cater for overheads, your profit margins and payment methods, and other costs. To attract customers and
retain your competitive advantage, you may also wish to consider the possibility of discounts and seasonal
pricing.
Promotion
These are the promotional activities you use to make your customers aware of your products and
services, including advertising, sales tactics, promotions and direct marketing. Generally, these are referred
to as marketing tactics.
Place
Place is where your products and services are seen, made, sold or distributed. Access for customers
to your products is key and it is important to ensure that customers can find you.
You can set yourself apart from your competition through the design of your retail space and by using
effective visual merchandising techniques. If you are not a retail business, place is still an important part of
your marketing. Your customers may need a quick delivery turnaround, or want to buy locally manufactured
products.
If you are starting a new business, finding the right business location will be a key marketing tactic.
People
People refer to the staff and salespeople who work for your business, including yourself.
3
When you provide excellent customer service, you create a positive experience for your customers, and in
doing so market your brand to them. In turn, existing customers may spread the word about your excellent
service and you can win referrals.
Give your business a competitive advantage by recruiting the right people, training your staff to
develop their skills, and retaining good staff.
Process
Process refers to the processes involved in delivering your products and services to the customer.
It is also about being 'easy to do business with'.

Having good process in place ensures that you:
● repeatedly deliver the same standard of service to your customers
● save time and money by increasing efficiency.
Physical evidence
Physical evidence refers to everything your customers see when interacting with your business. This
includes:
● the physical environment where you provide the product or service
● the layout or interior design
● your packaging
● your branding.
Physical evidence can also refer to your staff and how they dress and act.
READING LINK: Marketing mix. (2020, August 07). Retrieved August 13, 2020, from https://bit.ly/3kyJ02i
Marketing mix
Marketing may refer to the process of value exchange that is facilitated by the 4 Ps. The term
'marketing mix' is a foundation model for businesses, historically centered around product, price, place, and
promotion (also known as the "4 Ps"). The marketing mix has been defined as the "set of marketing tools that
the firm uses to pursue its marketing objectives in the target market". Thus the marketing mix refers to four
broad levels of marketing decision: product, price, place, and promotion.
Marketing practice has been occurring for millennia, but marketing theory emerged in the early twentieth
century. The contemporary marketing mix, or the 4 Ps, which has become the dominant framework for
marketing management decisions, was first published in 1960. In services marketing, an extended marketing
mix is used, typically comprising 7 Ps, made up of the original 4 Ps extended by process, people, and physical
evidence. Occasionally service marketers will refer to 8 Ps, comprising these 7 Ps plus performance.
4
In the 1990s, the model of 4 Cs' was introduced as a more customer-driven replacement of the 4
Ps. There are two theories based on 4 Cs: Lauterborn's 4 Cs (consumer, cost, convenience,
and communication), and Shimizu's 4 Cs (commodity, cost, channel, and communication).
Given the valuation of customers towards potential product attributes (in any category, e.g. product,
promotion, etc.) and the attributes of the products sold by other companies, the problem of selecting the
attributes of a product to maximize the number of customers preferring it is a computationally
intractable problem.
The correct arrangement of marketing mix by enterprise marketing managers plays an important role in
the success of a company's marketing:
1. develop strengths and avoid weaknesses
2. strengthen the competitiveness and adaptability of enterprises
3. make the internal departments of the enterprise work closely together
The origins of the 4 Ps can be traced to the late 1940s. The first known mention of a mix has been
attributed to a Professor of Marketing at Harvard University, Prof. James Culliton. In 1948, Culliton published
an article entitled, The Management of Marketing Costs in which Culliton describes marketers as 'mixers of
ingredients'. Some years later, Culliton's colleague, Professor Neil Borden, published a retrospective article
detailing the early history of the marketing mix in which he claims that he was inspired by Culliton's idea of
'mixers', and credits himself with popularising the concept of the 'marketing mix'. According to Borden's
account, he used the term, 'marketing mix' consistently from the late 1940s. For instance, he is known to
have used the term 'marketing mix' in his presidential address given to the American Marketing Association in
1953.
Although the idea of marketers as 'mixers of ingredients' caught on, marketers could not reach any real
consensus about what elements should be included in the mix until the 1960s. The 4 Ps, in its modern form,
was first proposed in 1960 by E. Jerome McCarthy; who presented them within a managerial approach that
covered analysis, consumer behavior, market research, market segmentation, and planning. Phillip Kotler,
popularised this approach and helped spread the 4 Ps model. McCarthy's 4 Ps have been widely adopted by
both marketing academics and practitioners.
The prospect of extending the marketing mix first took hold at the inaugural AMA Conference dedicated
to Services Marketing in the early 1980s, and built on earlier theoretical works pointing to many important
limitations of the 4 Ps model. Taken collectively, the papers presented at that conference indicate that service
marketers were thinking about a revision to the general marketing mix based on an understanding that
services were fundamentally different from products, and therefore required different tools and strategies.
In 1981, Booms and Bitner proposed a model of 7 Ps, comprising the original 4 Ps extended by process, people
and physical evidence, as being more applicable for services marketing.
5
Since then there have been a number of different proposals for a service marketing mix (with various
numbers of Ps), most notably the 8 Ps, comprising the 7 Ps above extended by 'performance'.
McCarthy's 4 Ps
The original marketing mix, or 4 Ps, as originally proposed by marketer and academic E. Jerome McCarthy,
provides a framework for marketing decision-making. McCarthy's marketing mix has since become one of the
most enduring and widely accepted frameworks in marketing.
Table 1: Brief Outline of 4 Ps

Category Definition/Explanation/Concept Typical Marketing Decisions
● Product design – features, quality

● Product assortment – product range, product
A product refers to an item that mix, product lines
satisfies the consumer's needs or ● Branding
Product wants. ● Packaging and labeling
Products may be tangible (goods) ● Services (complimentary service, after-sales
or intangible (services, ideas or service, service level)
experiences). ● Guarantees and warranties
● Returns
● Managing products through the life-cycle
Price refers to the amount a
customer pays for a product.
Price may also refer to the ● Price strategy
sacrifice consumers are prepared ● Price tactics
to make to acquire a product (e.g. ● Price-setting
Price
time or effort). ● Allowances – e.g. rebates for distributors
Price is the only variable that has ● Discounts – for customers
implications for revenue. ● Payment terms – credit, payment methods
Price also includes considerations
of customer perceived value.
● Strategies such as intensive distribution,
selective distribution, exclusive distribution
● Franchising;
Refers to providing customer
● Market coverage
access
Place ● Channel member selection and channel member
Considers providing convenience
relationships
for consumer.
● Assortment
● Location decisions
● Inventory
6
● Transport, warehousing and logistics
● Promotional mix - appropriate balance of

Promotion refers to marketing advertising, PR, direct marketing and sales
communications promotion
Promotio
May comprise elements such ● Message strategy - what is to be communicated
n
as: advertising, PR, direct ● Channel/ media strategy - how to reach the
marketing and sales promotion. target audience
● Message Frequency - how often to communicate
The 4Ps have been the cornerstone of the managerial approach to marketing since the 1960s
Product refers to what the business offers for sale and may include products or services. Product decisions
include the "quality, features, benefits, style, design, branding, packaging, services, warranties, guarantees,
life cycles, investments and returns".
Price refers to decisions surrounding "list pricing, discount pricing, special offer pricing, credit payment or
credit terms". Price refers to the total cost to customer to acquire the product, and may involve both
monetary and psychological costs such as the time and effort spent in acquisition.
Place is defined as the "direct or indirect channels to market, geographical distribution, territorial coverage,
retail outlet, market location, catalogues, inventory, logistics and order fulfilment". Place refers either to the
physical location where a business carries out business or the distribution channels used to reach markets.
Place may refer to a retail outlet, but increasingly refers to virtual stores such as "a mail order catalogue, a
telephone call centre or a website".
Promotion refers to "the marketing communication used to make the offer known to potential customers
and persuade them to investigate it further". Promotion elements include "advertising, public relations, direct
selling and sales promotions."
By the 1980s, a number of theorists were calling for an expanded and modified framework that
would be more useful to service marketers. The prospect of expanding or modifying the marketing mix for
services was a core discussion topic at the inaugural AMA Conference dedicated to Services Marketing in the
early 1980s, and built on earlier theoretical works pointing to many important problems and limitations of
the 4 Ps model. Taken collectively, the papers presented at that conference indicate that service marketers
were thinking about a revision to the general marketing mix based on an understanding that services were
fundamentally different from products, and therefore required different tools and strategies. In 1981, Booms
and Bitner proposed a model of 7 Ps, comprising the original 4 Ps plus process, people and physical evidence,
as being more applicable for services marketing.
7
Table 2: Outline of the Modified and Expanded Marketing Mix

Category Definition/ Explanation Typical Marketing Decisions
Human factors who participate in service ● Staff recruitment and training

delivery. ● Uniforms
Service personnel who represent the ● Scripting
People company's values to customers. ● Queuing systems, managing waits
Interactions between customers. ● Handling complaints, service
Interactions between employees and failures
customers. ● Managing social interactions
● Process design
● Blueprinting (i.e. flowcharting)
service processes
● Standardization vs customization
decisions
● Diagnosing fail-points, critical
incidents and system failures
The procedures, mechanisms and flow of
Process ● Monitoring and tracking service
activities by which service is delivered.
performance
● Analysis of resource requirements
and allocation
● Creation and measurement of key
performance indicators (KPIs)
● Alignment with Best Practices
● Preparation of operations manuals
● Facilities (e.g. furniture,

The environment in which service occurs. equipment, access)
The space where customers and service ● Spatial layout (e.g. functionality,
personnel interact.
Physical efficiency)
Tangible commodities (e.g. equipment,
evidence ● Signage (e.g. directional signage,
furniture) that facilitate service performance.
symbols, other signage)
Artifacts that remind customers of a service
performance. ● Interior design (e.g. furniture, color
schemes)
8
● Ambient conditions (e.g. noise, air,

temperature)
● Design of livery (e.g. stationery,
brochures, menus, etc.)
● Artifacts: (e.g. souvenirs,
mementos, etc.)
People are essential in the marketing of any product or service. Personnel stand for the service. In
the professional, financial or hospitality service industry, people are not producers, but rather the products
themselves. When people are the product, they impact public perception of an organization as much as any
tangible consumer goods. From a marketing management perspective, it is important to ensure that
employees represent the company in alignment with broader messaging strategies. This is easier to ensure
when people feel as though they have been treated fairly and earn wages sufficient to support their daily
lives.
Process refers to a "set of activities that results in delivery of the product benefits". A process could
be a sequential order of tasks that an employee undertakes as a part of their job. It can represent sequential
steps taken by a number of various employees while attempting to complete a task. Some people are
responsible for managing multiple processes at once. For example, a restaurant manager should monitor the
performance of employees, ensuring that processes are followed. They are also expected to supervise while
customers are promptly greeted, seated, fed, and led out so that the next customer can begin this process.
Physical evidence refers to the non-human elements of the service encounter, including equipment,
furniture and facilities. It may also refer to the more abstract components of the environment in which the
service encounter occurs including interior design, colour schemes and layout. Some aspects of physical
evidence provide lasting proof that the service has occurred, such as souvenirs, mementos, invoices and other
livery of artifacts. According to Booms and Bitner's framework, the physical evidence is "the service delivered
and any tangible goods that facilitate the performance and communication of the service". Physical evidence
is important to customers because the tangible goods are evidence that the seller has (or has not) provided
what the customer was expecting.
An alternative approach has been suggested in a book called 'Service 7' by Australian Author, Peter
Bowman. Bowman suggests a values based approach to service marketing activities. Bowman suggests
implementing seven service marketing principles which include value, business development, reputation,
customer service and service design. Service 7 has been widely distributed within Australia.
Branding
Brand – refers to the identity of a company, of a product, of a service, or of an entrepreneur.
Brand Management – the supervision of the tangible and intangible elements of a brand.
9
Branding – the process of integrating the strategies formed from the marketing mix to give an identity to the
product or service.
Goals in Branding:
1. Establishing to target customers that the business is reliable and trustworthy and that the product
or service is the superior solution to their current problem.
2. Differentiating competitors.
3. Driving customers loyalty and retention.
READING LINK: Brand management. (2020, July 21). Retrieved August 13, 2020, from
https://bit.ly/341hzbs
Brand management
In marketing, brand management begins with an analysis on how a brand is currently perceived in
the market, proceeds to planning how the brand should be perceived if it is to achieve its objectives and
continues with ensuring that the brand is perceived as planned and secures its objectives. Developing a good
relationship with target markets is essential for brand management. Tangible elements of brand
management include the product itself; its look, price, and packaging, etc. The intangible elements are the
experiences that the target markets share with the brand, and also the relationships they have with the
brand. A brand manager would oversee all aspects of the consumer's brand association as well as
relationships with members of the supply chain.
In 2001, Hislop defined branding as "the process of creating a relationship or a connection between
a company's product and emotional perception of the customer for the purpose of generating segregation
among competition and building loyalty among customers". In 2004 and 2008, Kapferer and Keller
respectively defined it as a fulfillment in customer expectations and consistent customer satisfaction.
Brand management is a function of marketing that uses special techniques in order to increase the
perceived value of a product. Based on the aims of the established marketing strategy, brand management
enables the price of products to grow and builds loyal customers through positive associations and images or
a strong awareness of the brand.
Brand management is the process of identifying the core value of a particular brand and reflecting
the core value among the targeted customers. In modern terms, a brand could be corporate, product, service,
or person. Brand management builds brand credibility and credible brands only can build brand loyalty,
bounce back from circumstantial crisis, and can benefit from price-sensitive customers.
Global brands
Interbrand's 2017 top-10 global brands are Apple, Google, Microsoft, Coca-Cola, Amazon, Samsung, Toyota,
Facebook, Mercedes-Benz and IBM.
10
Interbrand's Top Ten Global Brands, (by brand value) 2017

Rank Logo Brand Value ($m)
1 Apple 185,154
2 Google 141,703
3 Microsoft 79,999
4 Coca-Cola 69,733
5 Amazon 64,796
6 Samsung 56,249
7 Toyota 50,291
8 Facebook 48,188
9 Mercedes-Benz 47,829
10 IBM 46,829
The split between commodities/food services and technology is not a matter of chance: both
industrial sectors rely heavily on sales to the individual consumer who must be able to rely on
cleanliness/quality or reliability/value, respectively. For this reason, industries such as agricultural (which sells
to other companies in the food sector), student loans (which have a relationship with universities/schools
rather than the individual loan-taker), and electricity (which is generally a controlled monopoly) have less
prominent and less recognized branding. Brand value, moreover, is not simply a fuzzy feeling of "consumer
appeal," but an actual quantitative value of good will under Generally Accepted Accounting Principles.
Companies will rigorously defend their brand name, including prosecution of trademark infringement.
Occasionally trademarks may differ across countries.
11
The distinctive red colour, custom-designed Spencerian script and the shape of
the bottle make Coca-Cola one of the most recognisable brands globally
Among the most highly visible and recognizable brands is the script and logo
for Coca-Cola products. Despite numerous blind tests indicating that Coke's
flavor is not preferred, Coca-Cola continues to enjoy a dominant share of the
cola market. Coca-Cola's history is so replete with uncertainty that a folklore
has sprung up around the brand, including the (refuted) myth that Coca-Cola
invented the red-dressed Santa-Claus which is used to gain market entry in less
capitalistic regions in the world such as the former Soviet Union and China, and
such brand-management stories as "Coca-Cola's first entry into the Chinese
market resulted in their brand being translated as 'bite the wax
tadpole'". Brand management science is replete with such stories, including the
Chevrolet 'Nova' or "it doesn't go" in Spanish, and proper cultural translation is useful to companies entering
new markets.
Modern brand management also intersects with legal issues such as 'genericization of trademark.' The 'Xerox'
Company continues to fight heavily in media whenever a reporter or other writer uses 'xerox' as simply a
synonym for 'photocopy.' Should usage of 'xerox' be accepted as the standard American English term for
'photocopy,' then Xerox's competitors could successfully argue in court that they are permitted to create
'xerox' machines as well. Yet, in a sense, reaching this stage of market domination is itself a triumph of brand
management, in that becoming so dominant typically involves strong profit.
Branding terminology
Brand associations refers to a set of information nodes held in memory that form a network of associations
and are linked to a key variable. For example, variables such as brand image, brand personality, brand
attitude, brand preference are nodes within a network that describes the sources of brand-self congruity. In
another example, the variables brand recognition and brand recall form a linked network that describes the
consumer's brand awareness or brand knowledge.
Brand attitude refers to the "buyer's overall evaluation of a brand with respect to its perceived ability to meet
a currently relevant motivation".
Brand awareness refers to the extent to which consumers can identify a brand under various
conditions. Marketers typically identify two distinct types of brand awareness; namely brand
recognition and brand recall.
12
Brand equity Within the literature, it is possible to identify two distinct definitions of brand equity. Firstly, an
accounting definition suggests that brand equity is a measure of the financial value of a brand and attempts
to measure the net additional inflows as a result of the brand or the value of the intangible asset of the
brand. A different definition comes from marketing where brand equity is treated as a measure of the
strength of consumers' attachment to a brand; a description of the associations and beliefs the consumer has
about the brand.
Brand image refers to an image an organization wants to project; a psychological meaning or meaning profile
associated with a brand.
Brand personality refers to "the set of human personality traits that are both applicable to and relevant for
brands".
Brand preference refers to "consumers' predisposition towards certain brands that summaries their cognitive
information processing towards brand stimuli".
Brand orientation
Brand orientation refers to "the degree to which the organization values brands and its practices
are oriented towards building brand capabilities". It is a deliberate approach to working with brands, both
internally and externally. The most important driving force behind this increased interest in strong brands is
the accelerating pace of globalization. This has resulted in an ever-tougher competitive situation on many
markets. A product's superiority is in itself no longer sufficient to guarantee its success. The fast pace of
technological development and the increased speed with which imitations turn up on the market have
dramatically shortened product lifecycles. The consequence is that product-related competitive
advantages soon risk being transformed into competitive prerequisites. For this reason, increasing numbers
of companies are looking for other, more enduring, competitive tools – such as brands.
Brand management aims to create an emotional connection between products, companies and their
customers and constituents. Brand managers & Marketing managers may try to control the brand image.
Brand managers create strategies to convert a suspect to prospect, prospect to buyer, buyer to customer,
and customer to brand advocates.
13
THE 4 M’S:
• METHOD
• MANPOWER
• MACHINE
• MATERIALS
METHODS
– the processes to be followed in effectively manufacturing or delivering a product or service
– the methods aspect represents the day-to-day operations of a business.
–describes how an entrepreneur will run the business from all facets of the business such as manufacturing
of goods, service delivery process, distribution of goods and services, logistics for delivery of goods, and
inventory management, to name a few.
Manufacturing
– is the process of translating raw materials into finished goods that are acceptable to the customer’s
standards.
It consists of three elements:

• Inputs – the materials or ingredients to be used in creating the product.
• Process – the transformation phase where inputs are processed by manpower machines to come
up with the final products.
• Output – the final product of the process stage, which is intended to be sold to target customers.
The entrepreneur must also consider the most efficient manufacturing site in which the manufacturing
process will take place. He or she can have any of the ff. manufacturing sites:
• Home-based
– most startups do not have financial capacity to establish a manufacturing site. This option is the
cheapest and highly flexible.
• Commercial space for rent
– only advisable if the business really requires a commercial space for the processing of goods and if the
home option is not viable anymore.
• Commercial space purchase
– this option requires the biggest amount of capital expenditure, but it also provides the entrepreneur
substantial freedom and flexibility to design and run the commercial space.
SERVICE DELIVERY PROCESS
The entrepreneur who will engage in a service business must be more meticulous when it comes to the service
delivery process.
14
Service entrepreneurs must prepare a detailed flowchart of the service business, which is called a service
blueprint – which in every process must be relevant to the service business to minimize wastage.
Bottleneck is a part of the process where there is an apparent inefficiency and where the customer waits
longer.
DISTRIBUTION METHOD
Distribution is the process of bringing the products or services to customers.

Distribution is not a straight process from the entrepreneur to customers; thus, the term supply chain or
distribution channel was coined.
There are certain people involved in the supply chain:
• Manufacturer
– handles the invention, development, and production of the product or service.
– take charge of acquiring materials, production and delivery schedules, product quality, and inventory
or safety management.
• Distributors
– are entrepreneurs who often buy products or services to the manufacturers and sell them at a markup
price to either wholesalers or retailers.
• Agents
– don’t own the products or services because they do not buy these from the manufacturer.
– they negotiate with buyers as to how much or how many are to be sold, so the manufacturer will be
able to deliver the goods directly to the buyer.
PAYMENT PROCESS
The entrepreneur must also establish a seamless payment process.
There are instances when the customers do not want to pay in cash and are usually attracted by flexible and
customer-friendly payments such as credit cards, installment plans, or a simple account payable or pautang.
Some entrepreneurs put point-of-sale (POS) machines in their shops to accommodate those who will pay
through their credit or debit cards.
MANPOWER
At the beginning of the entrepreneur’s business, he or she usually maximizes himself/herself,
his/her partner, or his/her family members to handle all the aspects of the business. But as it grows, the
entrepreneur will need the expertise of qualified employees that can handle operational functions, so that
he/she will be free from daily activities and can thus focus on the strategic and management functions of the
business.
JOB DESCRIPTION
– enumerates the duties and responsibilities of the potential employee, including the scope, limitations, ad
terms and conditions of employment.
– the heading of a job description is the job title – which is the summary of what the employee will do.
15
After the job title is the compensation and benefit range – which details the potential salary and benefits that
the employee will get.
Next are the duties – which clearly describe the job that the employee will assume with allowance for
flexibility. Duties are usually high-level descriptions only.
Responsibilities and accountabilities – which must be communicated well to the employee so that he/she
knows what to expect with the job. Work schedules, including work hours, must also be clearly indicated in
the job description.
EMPLOYEE QUALIFICATION
In hiring suitable employees for the job needed, entrepreneurs will have to look for the ff. criteria:
1. EDUCATIONAL BACKGROUND – this gives the entrepreneur an idea on the degree of the candidate’s
knowledge of basic things.
2. WORK EXPERIENCE – this will tell him/her what to expect from the applicant and what he/she can
potentially contribute to the business based on his/her past positions and experiences.
3. SPECIFIC SKILL OR KNOWLEDGE – this one is important especially on technical jobs that require high
proficiency.
4. WORK ATTITUDE – this deals with the worker’s integrity and how he/she deals with his/her
coworkers, bosses, and customers.
JOB OFFER
Once the entrepreneur or the hiring manager has been convinced already of the credentials and
the interview answers of the candidate, the job contract is now prepared.
A job contract generally summarizes the terms and conditions of the candidate’s employment with the
business. It usually includes the ff. details:
1. Rank or position of the candidate,
2. A list of responsibilities or deliverables and its scope and limitations,
3. The salary and benefits including vacation and sick leaves,
4. Work schedule,
5. Probationary period if any and qualifications to become a regular employee,
6. The duration of the contract, and
7. Resignation procedure (e.g., 30-day notice or leave immediately).
EMPLOYEE DEVELOPMENT
Training people is one of the biggest investments of an entrepreneur or a businessman.
Employee Orientation – is usually a one-to- two-day session that summarizes the history of the business, its
vision and mission, policies and procedures, culture, and norms of the business.
For startup entrepreneurs whose budgets are really tight, they usually conduct on-the-job training (OJT) as
the most practical tool in training the employee under a supervision of a team leader or manager.
16
Buddy System – a training program wherein an expert team member is assigned to assist a new employee in
his/her function and mentor-mentee training programs – a training program for supervisors, wherein they
will be mentored by a senior executive or senior officer of the business.
MACHINES
Machines can be described as the “best friend” of manpower in producing goods and offering
services. They are very important aspect of goods and service production, and they have changed the way
entrepreneurs conduct business.
EQUIPMENT AND OTHER FACILITIES
Depending on the product that the entrepreneur produces or the service that he/she offers,
facilities must be strategically placed in the manufacturing site or in the service delivery area.
TELECOMMUNICATIONS AND INFROMATION TECHNOLOGY
Regardless of any business the entrepreneur will venture into telecommunications and information
technology equipment is mandatory.
• Landline phones – order-taking, telemarketing and teleconferencing with business partners and
customers.
• Mobile phones
• Laptop and desktop computers
• Accounting and inventory software
• Web site
MATERIALS
The supplier must have a consistent and sufficient amount of raw materials and supplies that can
accommodate the demand of the entrepreneur. In short, the selection of suppliers depends largely on how
the suppliers will not cause interruptions in the production of goods or serving the customers.
Options include the following:
1. Manufacturing own products or offer services;
2. Outsourcing of manufacturing or service activities to a third party; and
3. Purchasing own product or service from present suppliers.
Outsourcing – is the process of appointing a third party manufacturer to do the manufacturing operation of
the business. It saves the entrepreneur from buying expensive machines, renting locations or hiring
manpower.
The entrepreneur, therefore, must protect its product through a trademark or a patent, and a noncompeting
agreement or nondisclosure agreement.
A patent is the right to protect the entrepreneur regarding the product or service.
A trademark is a sign or symbol that helps distinguish the product from others.
A nondisclosure agreement (NDA) states that the third party will be given full access to any confidential
information provided that it should not be disclosed to anyone else.
17
LOGISTICS
– venture into distributing their products on their own without the aid of a distributor or agent. This is
where the entrepreneur must understand and implement efficient logistics management.
• Warehousing – storing the finished goods manufactured in a facility until they are distributed to
end users.
• Transportation – the process of efficiently transferring the products to retailers or consumers.
• Distribution hub – where the entrepreneur/manufacturer combines the goods before delivery to
retailers or end consumers.
• Inventory – there shouldn’t be a surplus of inventory especially if the entrepreneur is selling
perishable goods.
READING LINK: https://bit.ly/33VCa0P
The 4Ms of operation in relations to business opportunity means that the four critical domains,
usually attributed to manufacturing, those are: man, machine, material and method work together. These
four critical domains are also applicable to business opportunities since business is in essence tied to
manufacturing as well. When putting up a business, manpower is critical as well as the other elements. The
businessman must take all of those into account. Let us look at each one in detail.
Method - refers to the system and step by step process in the business. Without a scalable process, it would
be difficult to expand the business. This means that the methods used in the main branch must be
documented and must be replicated as well in other branches. If it is difficult to implement at another site,
find what needs to be improved.
Manpower - this is the worker. When setting up a business, finding honest and capable people is always a
challenge. In my experience, people can be honest but may not be capable or competent and some are
capable but not honest. It is a rare find to find someone with all the ideal qualities. So for a businessman, they
must be able to treasure their employees who are both capable and honest as they are integral to the growth
of the business
Materials - sourcing raw materials is critical in any business endeavor as the businessman would want to have
the cheapest possible at the highest quality.
Machines - machinery is also important. Without the proper equipment, you will not be able to perform the
needed tasks efficiently. You may be able to use the manpower to do it but it is usually more efficient if
machines are able to automate the work.
Running a business is a complex process and all of these elements interplay. It is not just one machine for
example but many. Manpower issues could also arise, which would challenge the method that has been set
up. It is up to the businessman to identify and solve these issues.
18
CUT HERE Tagbilaran City Grade Level: 11/12
CLASSWORK AND FORMATIVE

Name Score
Date of
Year & Section
Submission
ACTIVITY #1.
ACTIVITY 1. Explain the meaning of the following concepts.
1. Method_________________________________________________________________________
________________________________________________________________________________
________________________________________________________________________________
________________________________________________________________________________
___________________________________
2. Manpower_______________________________________________________________________
________________________________________________________________________________
________________________________________________________________________________
________________________________________________________________________________
__________________________________
3. Machine_________________________________________________________________________
________________________________________________________________________________
________________________________________________________________________________
________________________________________________________________________________
________________________________
4. Materials________________________________________________________________________
________________________________________________________________________________
________________________________________________________________________________
________________________________________________________________________________
________________________________.
19
ASSESSING CONTENT: TOPICAL SUMMATIVE TEST

Name Score
Date of
Year & Section
Submission
TEST I – Multiple Choice

Instruction: BOX the letter and the word/s that correspond to your best answer.
1. The procedures to be followed in order to manufacture or deliver a product or service effectively.
a. Method b. Manpower c. Manufacture d. Machine e. Materials
2. Which of the following refers to the human workforce involved in the manufacture of products?
3. Which of the following refers to the manufacturing equipment used in the production of goods or delivery
of services?
4. The raw materials or ingredients used in the manufacturing process.
5. A company's, a product's, a service's, or an entrepreneur's identity.
a. Trademark b. Patent c. Brand d. Logo e. Copyright
6. _____________is the right to protect the entrepreneur regarding the product or service.
a. Trademark b. Patent c. NDA d. Brand e. Copyright
7. A sign or symbol that distinguishes one product from another.
a. Trademark b. Patent c. NDA d. Brand e. Copyright
8. Storing the finished goods manufactured in a facility until they are distributed.
a. Storing b. Warehousing c. Transportation d. Transportation e. Inventory
9. The process of transferring products to consumers in an efficient manner.
a. Storing b. Warehousing c. Logistics d. Transportation e. Inventory
10. Keep track of any unsold products or remaining stocks.
a. Storing b. Warehousing c. Logistics d. Transportation e. Inventory
11. It refers to what you are selling, including all of the features, advantages, and benefits that your customers
can enjoy from buying your goods or services.
a. Product b. Price c. Place d. Promotion e. Process f. Physical evidence
12. The processes involved in delivering your products and services to the customer.
13. The staff and salespeople who work for your business, including yourself.
a. Product b. Place c. Promotion d. People e. Process f. Physical evidence
14. It is where your products and services are seen, made, sold, or distributed.
a. Price b. Place c. Promotion d. People e. Process f. Physical evidence
15. Referred to as marketing tactics.
a. Product b. Price c. Place d. Promotion e. People f. Physical evidence
20
16. The physical environment where you provide the product or service.
a. Product b. Price c. Place d. Promotion e. People f. Physical evidence
17. The procedures, mechanisms, and flow of activities by which service is delivered.
18. The restaurant manager monitors the performance of his employees, ensuring the processes are followed.
Which of the following marketing mix is referred to?
19. The interior design of a building is an example of?
20. To attract more customers, Nancy decided to have a 5% discount on any item in her Ukay-ukay store.
Which of the following marketing mix did Nancy use?
a. Product b. Price c. Promotion d. People e. Process f. Physical evidence
21. A website is an example of?
a. Product b. Price c. Place d. Promotion d. People e. Process
f. Physical evidence
22. To increase sales, Franco’s Supermarket is giving one coupon for every 1000 pesos purchased of products
to be able to join the raffle promo. Which of the following marketing mix did Franco use?
a. Product b. Price c. Place d. Promotion d. People e. Process
f. Physical evidence
23. Which of the following branding terminology is referred to below? Coca-cola is a brand known for a
product best used at a time of happiness, joy, and good experience.
a. Brand b. Brand Image c. Brand Equity d. Brand Personality e. Brand Awareness f. Brand
Associations
24. Which of the following branding terminology is referred to below? KFC is known as an expert in fried
chicken.
a. Brand b. Brand Image c. Brand Equity d. Brand Personality e. Brand Awareness f. Branding
25. Which of the following branding terminology is referred to below?
Marlboro - Ruggedness, Gucci - Sophistication
a. Brand b. Brand Image c. Brand Equity d. Brand Personality e. Brand Awareness f. Brand
Associations
26. It refers to the buyer’s overall evaluation of a brand with respect to its perceived ability to meet a currently
relevant motivation.
a. Brand Attitude b. Brand Image c. Brand Preferences d. Brand Personality e. Brand Awareness
f. Branding
27. It refers to "consumers' predisposition towards certain brands that summarizes their cognitive
information processing towards brand stimuli".
f. Brand Orientation
28. It is the level of recognition and association by a potential customer towards your products and services.
29. Refers to "the degree to which the organization values brands and its practices are oriented towards
building brand capabilities."
21
30. The process of integrating the strategies formed from the marketing mix to give an identity to the product
or service.
f. Branding
TEST II – Identification
Instructions: Identify what is being asked for each question. Write your answer in the space provided.
________________________1. The processes to be followed in effectively manufacturing or delivering a
product or service.
________________________2. The materials or ingredients to be used in creating the product.
________________________3. The transformation phase, where inputs are processed by manpower
machines to come up with the final products.
________________________4. The final product of the process stage, which is intended to be sold to target
customers.
________________________5. Most startups do not have the financial capacity to establish a manufacturing
site. This option is the cheapest and most flexible.
________________________6. Only recommended if the business truly requires a commercial space for
goods processing and the home option is no longer viable.
________________________7. This option requires the largest amount of capital expenditure, but it also
provides the entrepreneur with substantial freedom and flexibility to design and run the commercial space.
________________________8. Is a part of the process where there is an apparent inefficiency and where the
customer waits longer.
________________________9. The process of bringing the products or services to customers.
________________________10. is in charge of the product's or service's invention, development, and
production.
________________________11. are entrepreneurs who often buy products or services to the manufacturers
and sell them at a markup price to either wholesalers or retailers.
________________________12. don’t own the products or services because they do not buy these from the
manufacturer.
________________________13. enumerates the duties and responsibilities of the potential employee,
including the scope, limitations, and terms and conditions of employment.
________________________14. This gives the entrepreneur an idea on the degree of the candidate’s
knowledge of basic things.
________________________15. this one is important, especially on technical jobs that require high
proficiency.
TEST III – True or False

Instructions: Write T if the statement is True and False if otherwise in the space before the number.
1. The 7 Ps are a set of recognized marketing tactics that you can use in any combination to satisfy
customers in your target market.
22
2. When you provide excellent customer service, you create a positive experience for your customers,
and in doing so, you market your brand to them.
3. Services may be tangible or intangible.
4. The place involves facilities and spatial layout.
5. The marketing mix has been defined as the "set of marketing tools that the firm uses to pursue its
marketing objectives in the target market".
6. A product refers to an item that satisfies the consumer's needs or wants.
7. Brand management refers to the identity of a company, of a product, of a service, or of an
entrepreneur.
8. Promotion refers to marketing communications and may comprise elements such
as advertising, PR, direct marketing, and sales promotion.
9. The place is defined as the "direct or indirect channels to market, geographical distribution,
territorial coverage, retail outlet, market location, catalogues, inventory, logistics, and order
fulfillment".
10. Tangible elements of brand management are the experiences that the target markets share with
the brand and the relationships they have with it.
11. Training people is one of the biggest investments of an entrepreneur or a businessman.
12. Running a business is a complex process.
13. The resignation procedure is included in the job contract.
14. Employee qualification enumerates the duties and responsibilities of the potential employee,
including the scope, limitations, and terms and conditions of employment.
15. Employee orientation is a training program wherein an expert team member is assigned to assist a
new employee in his/her function.
23
PERFORMANCE TASK
Name Score
Date of
Year & Section
Submission
Create your own Brand Name and Logo
Then, create your 7P’s and 4M’s according to your proposed business plan in the
previous module.
Business Name: with logo
Marketing Mix
Product:
Place: (with photo)
Price:
Promotion:
People:
Process:
Physical Evidence:
4Ms of Operation
Materials: (with photo)
Method:
Machine: (with photo)
Manpower:
RUBRIC:
Content =
Organization =
Total =
24
GENERALIZING CONCEPTS
POST-TESTING HOW MUCH DID I LEARN:

1. What is a Market Problem?
2. What are possible solutions for the Market Problem?
3. Does having a good Solution address the Market Problem?
STUDENT’S NOTES and TAKEAWAYS
25
SELF LEARNING CHECKLIST

ACHIEVED – NOT
ACHIEVED
TEACHER’s
✓ ✓
MARK REMARKS
TARGETS CHECK
X
MARK
Define a Market Problem
Identify the Market Problems
in the locality
Provide solutions to the
market problems
FORMATIVE-SUMMATIVE ACHIEVED – NOT TEACHER’S
ASSESSMENTS ACHIEVED REMARKS
Did I accomplish all activities in
the class work?
Did I get 70% score in the
summative assessment
Did I accomplish all
performance tasks?
AS A UBIAN, HOW WILL YOU APPLY YOUR KNOWLEDGE OF MARKIETING MIX,

DEVELOPING A BRAND NAME IN STARTING A BUSINESS FOR FUTURE
ENDEAVOR?
AS A UBIAN, HOW WILL I PRACTICE RESPONSIBLE USE OF THE KNOWLEDGE
I HAVE GATHERED IN ENTREPRENEURSHIP HELPING
THE ECONOMY OF THE PHILIPPINES?
26

Lesson 5 Content Standard Performance Standard Essential Topic

Uploaded by

Document Information

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Lesson 5 Content Standard Performance Standard Essential Topic

Uploaded by

Copyright:

Available Formats

SENIOR HIGH SCHOOL FIRST SEMESTER- SECOND TERM (S.Y.

LESSON 5 MARKETING MIX, DEVELOPING A BRAND NAME, and

Organization and Presentation 40

PRE – TESTING HOW MUCH I KNOW

CHECK YOUR KNOWLEDGE USING THE FOLLOWING GUIDE QUESTIONS:

STUDENT READINGS AND CONCEPT BUILDING

WATCH LINK: https://bit.ly/2XZ85tM

It is also about being 'easy to do business with'.

Table 1: Brief Outline of 4 Ps

● Product design – features, quality

● Transport, warehousing and logistics

● Promotional mix - appropriate balance of

Table 2: Outline of the Modified and Expanded Marketing Mix

Human factors who participate in service ● Staff recruitment and training

● Facilities (e.g. furniture,

● Ambient conditions (e.g. noise, air,

Interbrand's Top Ten Global Brands, (by brand value) 2017

It consists of three elements:

Distribution is the process of bringing the products or services to customers.

READING LINK: https://bit.ly/33VCa0P

CLASSWORK AND FORMATIVE

ASSESSING CONTENT: TOPICAL SUMMATIVE TEST

TEST I – Multiple Choice

TEST III – True or False

Create your own Brand Name and Logo

Business Name: with logo

POST-TESTING HOW MUCH DID I LEARN:

STUDENT’S NOTES and TAKEAWAYS

SELF LEARNING CHECKLIST

AS A UBIAN, HOW WILL YOU APPLY YOUR KNOWLEDGE OF MARKIETING MIX,

AS A UBIAN, HOW WILL I PRACTICE RESPONSIBLE USE OF THE KNOWLEDGE

I HAVE GATHERED IN ENTREPRENEURSHIP HELPING

THE ECONOMY OF THE PHILIPPINES?

You might also like