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APPLIED SUBJECT
ENTREPRENEURSHIP

Department of Education • Republic of the Philippines

 This module is designed and written with you in mind. It is based on the Most Essential Learning
Competencies (MELCs). It is here to help you master this applied subject on Entrepreneurship.

It contains information about the marketing mix or 7Ps. It includes activities that will help you in
writing your marketing strategies.

This should be accomplished within a week. All activities that require online submission should

be coordinated with your teacher. Save the date for your online class and be updated with teachers’

announcements in the google classroom or FB messenger.

Content Standard: The learner demonstrates understanding of environment and market in one’s
locality/town.

Performance Standard: The learner independently creates a business vicinity map reflective of potential
markets in one’s locality/town.

Objectives

1. Describe the Marketing Mix (7Ps) in relation to the business opportunity vis-à- vis: Product;
Place; Price; Promotion; People; Physical evidence and Process.
2. Explain and discuss each of the marketing mix.
3. Recognize the importance of marketing mix in the development of marketing strategy.

Direction: Write the word/s that will identify the description in each item below. Write your answer on
the space provided.

Product Place Price Marketing Mix Promotions

Process Physical Environment People Jerome McCarthy Boom & Bitner

SHS -ENTREPRENEURSHIP 1
QUARTER 1 – WEEK 7
_________________1. It is the way a business combines the main marketing elements to sell products
that meet the needs and wants of the customers.
_________________2. It is referred to as the distribution channel.
_________________3. It is an item that is built or produced to satisfy the needs of people.
_________________4. It is basically the amount that a customer pays for to enjoy it.
_________________5. It can boost brand recognition and sales.
_________________6. They represent the business.
_________________7. It could be your entire sales funnel, a pay system, distribution system and other
systematic procedures and steps to ensure a working business that is running effectively.
_________________8. It is the ambience, mood, or physical presentation of the store.
_________________9. This marketing mix includes quality, variety, features, design, brand name,
packaging and after sale services.
_________________10. The initial marketing mix called 4Ps was developed by ____.

Write your own idea on the following terms that you have learned in the previous lesson. Use your
notebook for your answer.

1. business plan _______________________________________________________________

2. target market ______________________________________________________________
3. competitors ________________________________________________________________
4. pricing ____________________________________________________________________
5. SWOT Analysis ______________________________________________________________

According to business dictionary, a good marketing strategy should be drawn from the market
research and focus on the right product mix to achieve maximum profit and sustain the business. The
marketing strategy is the foundation of a marketing plan.
In this lesson 7Ps or marketing mix will be helpful in continually evaluating and re-evaluating the
business activities. These includes the following: product, price, promotion, place, people, process, and
physical evidence. Combining these seven will result with an excellent marketing strategy.

SHS -ENTREPRENEURSHIP 2
QUARTER 1 – WEEK 7
 Lesson The Marketing Mix (7Ps)
1 By: Bernadine R. Oray

What Is a Marketing Mix?

● A marketing mix includes multiple areas of focus as part of a comprehensive marketing plan. The
term often refers to a common classification that began as the four Ps: product, price,
placement, and promotion. (Will Kenton, 2019)
● Target market is the key. Because of high competition, marketing mix is a must to any business.

This picture is taken from www.business-online-learning.com.

Understanding Marketing Mix

E. Jerome McCarthy, a marketing professor and author, first introduced the four Ps classification for
developing an effective marketing strategy. The different elements below work well with one another.
Consumer – centered marketing mixes focus on customers in their approaches.

1. Product
It represents an item or service designed to satisfy the needs and wants of the customer. It can be
tangible or intangible. Identifying its difference from those of its competitors will effectively market it.
Product differentiation includes form, features, customization, conformance, performance, durability,
reliability, repairability and style. On the other hand, Service differentiation includes ordering ease,
delivery, installation, customer service, maintenance, and repair.

SHS -ENTREPRENEURSHIP 3
QUARTER 1 – WEEK 7
 2. Price
It reflects what consumers are willing to pay for product or service. As stated in Investopedia,
Marketing professionals need to consider costs related to research and development, manufacturing,
marketing, and distribution—otherwise known as cost-based pricing. Pricing based primarily on
consumers' perceived quality or value is known as value-based pricing.
3. Placement
This refers to determining the areas of distribution or the distribution channel. Basic consumer
products, such as paper goods, often are readily available in many stores. Premium consumer products,
however, typically are available only in select stores. Another consideration is whether to place a
product in a physical store, online, or both.
4. Promotion
It is also called a promotional mix. Activities might include advertising, sales promotion, personal
selling, and public relations. One of the important considerations on this element is the budget factor.
Marketing professionals carefully construct a message that often incorporates details from the other
three Ps when trying to reach their target audience. Determination of the best mediums to
communicate the message and decisions about the frequency of the communication also are important.

Three additional Ps tied to this type of marketing mix might include people, process, and physical
evidence. Booms and Bitner included these to accommodate trends towards a service or knowledge-
based economy:
5. People refer to all people who directly or indirectly influence the perceived value of the product
or service, including knowledge workers, employees, management, and consumers
6. Process represents the method or flow of providing service to the clients and often incorporates
monitoring service performance for customer satisfaction.
7. Physical evidence is the direct sensory experience of a product or service that allows a customer
to measure whether he or she has received value. Examples might include the way a customer is
treated by a staff member, or the length of time a customer has to wait, or a cover letter from
an insurance company, or the environment in which a product or service is delivered.

Activity 4.1. Think of an existing product or service that you would like to purchase or acquire. List
down its product or service differentiators (these are all the reasons for choosing the product or
acquiring the service) by accomplishing the template below.

SHS -ENTREPRENEURSHIP 4
QUARTER 1 – WEEK 7
 Product/ Service Differentiators
(List down the reasons for buying or choosing
the product/service)

Paste the picture here

(the product/service you want to purchase or acquire)

Activity 4.2. Watch the video on this youtube link

https://www.youtube.com/watch?v=xTw7JUxWsYM&t=337s then accomplish the worksheet below.

Pricing Strategies Discussed Short Description Example

1.

2.

3.

4.

5.

6.

7.

Activity 4.3. Think of your proposed business then identify its marketing mix by completing the diagram
below. You may use a separate answer sheet or encode your answer in a document file.

SHS -ENTREPRENEURSHIP 5
QUARTER 1 – WEEK 7
Activity 4.4. Accomplish the worksheet on Promotion Mix below. Write down the marketing activities
that you will use for your proposed business, its allocated budget and how you will implement it. Then
answer the questions that follow. You may use a separate answer sheet or encode your answer in a
document file.

SHS -ENTREPRENEURSHIP 6
QUARTER 1 – WEEK 7
Activity 4.5. Create a promotional activity (flyers, advertisement, banner etc.) for your proposed
business. You may use apps such as canva, adobe photoshop, flipgrid, kinemaster or other video apps
available to you. Use the rubric below for your reference.

● A marketing mix often refers to E. Jerome McCarthy's four Ps: product, price, placement, and
promotion. The different elements of a marketing mix work in conjunction with one another.

● Consumer-centric marketing mixes incorporate a focus on customers into their approaches.

● The extended marketing mix includes people, process, and physical evidence by Booms and
Bitner.

Direction: Identify which marketing mix (Product, Price, Place, Promotion, People, Physical Evidence,
Process) was used in the following scenarios. Write your answer on the space provided.
________1. Management is deciding whether to offer the entire new line of athletic equipment.
________2. McDonalds conducts extensive research to determine the most cost-effective way to
transport their products.
________3. Communication used to inform, persuade, and remind customers about a product.
________4. A mall’s monthly change of store design.
_______ 5. A company is deciding whether to intensively, exclusively and selectively distribute their
products.

SHS -ENTREPRENEURSHIP 7
QUARTER 1 – WEEK 7
Direction: Write the word/s that will identify the description in each item below. Use the space provided
for your answer.

Product Place Price Marketing Mix Promotions

Process Physical Environment People Jerome McCarthy Boom & Bitner

_________________1. It is the way of combining the marketing elements to sell products that meet the
needs and wants of the customers.
_________________2. It is referred to as the distribution channel.
_________________3. It is an item that is built or produced to satisfy the needs of people.
_________________4. It is basically the amount that a customer pays for to enjoy it.
_________________5. It can boost brand recognition and sales.
_________________6. They represent the business.
_________________7. It could be your entire sales funnel, a pay system, distribution system and other
systematic procedures and steps to ensure a working business that is running effectively.
_________________8. It is the ambience, mood, or physical presentation of the store.
_________________9. This includes variety, quality, design, features, brand name, packaging and after
sale services.
_________________10. He developed the initial marketing mix called 4Ps.

SHS -ENTREPRENEURSHIP 8
QUARTER 1 – WEEK 7