Pom 2nd Quarter

12
Principles of
Marketing
Quarter 2 – Module 2 :
The Marketing Plan
Department of Education • Republic of the Philippines

Principles of Marketing – Grade 12
Alternative Delivery Mode
Quarter 1 – Module: Marketing Principles and Strategies
First Edition, 2020
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Published by the Department of Education

Secretary:
Undersecretary:
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Development Team of the Module

Authors: Jacel E. Agaser, Martita F. Ramsundar and Dr. Marilou LLeno
Editor: Maria Elanie Bucayo
Reviewers: Jacel E. Agaser, Maria Elanie O. Bucayo and Dr. Marilou LLeno
Illustrator: Jacel E. Agaser and Martita F. Ramsundar
Layout Artist: Jacel E. Agaser
Management Team: Dr. Gina L. Aguitez
Printed in the Philippines by ________________________
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Office Address: ____________________________________________

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Second Quarter
Week 1 - Day 1
MOST ESSENTIAL LEARNING COMPETENCY

• Define a product and differentiates the product, services, and experiences (ABM_PM11-IIa-e-16)
OBJECTIVES
• explain the new product development process
WHAT I KNOW
Directions: Read each item carefully. Write the letter of the correct answer on your notebook.
1. The idea generation includes the following EXCEPT what?
A. Brainstorming B. Observation C. Need/Identification D. Prototyping
2. It is the stage wherein new product ideas are converted into product concepts. Which is it??
A. Business Analysis C. Idea Generation
B. Concept Development and testing D. Market Testing
3. All are example of new products EXCEPT what?
A. Improvements B. New brands C. New value D. Original products
4. What refers to the final stage where new products are launched?
A. Business Analysis C. Market Testing
B. Commercialization D. Product Development
5. Product sampling is done in which stage of new product development process?
WHAT’S IN
Unscramble the words to guess the word that describes the following:
1. When market is divided into location, this process is called? E T N N G O A E T S I M
2. The kind of advantage gained by offering greater value to customers as compared to competitors?
VEMEIITOCPT DVGAANEAT
3. When a customer easily remembers or recalls possible brands when he purchases something, the company is effective
in what strategy? O I I P N I G S N T OC
4. The specific group of people you want to reach with your marketing message. A G K T R T R A E T M E
5. The process of selecting the target market from the entire market. A R N T I E G G T
WHAT’S NEW
List five products or services that you considered as “new products” which were launched three years ago and are still
existing in the market currently.
1. ____________________________________ 4. ____________________________________
2. ____________________________________ 5. ____________________________________
3. ____________________________________
What is a product?
According to Armstrong and Kotler (2011, 236), a product is anything that can be offered to the market for attention,
acquisition, use or consumption that might satisfy a want or need. Products include more than just a tangible offer like
cellphones, cars, gadgets even houses. For instance, when we buy a laptop or computer, we are also charged for the
installation of MS office applications, or warranties for gadgets and appliances, or the coziness of the place where you

usually buy your iced coffee or milk tea. Thus, the definition of product is not limited to goods only but includes services,
events, persons, places, organizations, ideas or mixes of these. Examples of these are the following:
Product Examples
Goods car, soap, pen, cellphone
Services haircut, massage, packaged tour
Events seminars, concerts, fun runs
Persons celebrities, politicians, artists
Places malls, tourist destinations
student council, school clubs,

Organizations
non-profit organizations, associations
designs, book authorship, music

Ideas
compositions
Services are forms of products that consist of activities, benefits, or satisfactions offered for sale that are essentially
intangible and do not result in ownership of anything.
Today, experiences are considered part of any product offering. It refers to the entire journey of the customers
before, during and after a product is sold or when a service is availed. Great experiences help the companies to differentiate
their product offerings among others. For example, the friendliness and responsiveness of the staff, the good ambiance and
coziness of the store, proper product handling or packaging during shipping, or good after sales services. Thus, providing
good customer experiences should be considered by the companies when creating products.
When developing the product as an element of the Marketing Mix, marketers should ask the following:
“What can I do to offer a better product to this group of people than my competitors?”
Businesses are offering a better product by capitalizing on one or a combination of the following individual product
decisions:
1. Product attributes quality, product features, product style and design. Some examples of companies and businesses
which capitalize on product attributes are mobile phone companies, automobile and appliance stores. For the
service industry, it could pertain to signature massages for spa, authentic recipes and dishes in restaurants or any
trade secrets that the company can be proud of.
2. Branding is how the company builds and manages its brand. A brand is a name, term, sign, symbol or design or a
combination of these, that identifies the seller or the maker of a product or service. The logo, the company’s website,
their taglines or anything that can build or enhance a positive image of the business. These are elements of branding
that can make the target market to easily remember the product or service.
3. Packaging involves designing and producing the container or wrapper of the product. Not only does it hold but it
also protects the product, packaging helps to sell it easily through good packaging designs and eye-catching
elements that attracts the target market.
4. Labeling or the use of labels is to communicate the name or other pertinent information about the product such as
name, volume, weight, product description, nutritional information, ingredients, and contact information of the
manufacturer. It must also include product expiration date, and applicable handling and preservation requirements.
Examples of marketable labels that earn customer trust are Sangkap Pinoy seals, organizational endorsements
such as Philippine Dental Association or DOH, ISO certifications, BFAD Approved, etc.

5. Product Support Services pertain to the customer services given by the company or the business. Customer
services can be a minor or major part of the total offering.
In addition to the above-mentioned ways by which companies can get ahead of their competitors, businesses can also
introduce new products. New products mean the following:
• original products
• product improvements or modifications
• new brands developed by company
Companies go through new product development to adapt to rapid changes of technology, competition and varied
consumer preferences.
The creation of new product is done through the following steps also known as:
1. Idea Generation- initial stage of generating product ideas through brainstorming, observation or need problem
identification techniques.
2. Idea Screening- after ideas are generated, marketers will evaluate and screen them according to criteria such as
profitability, demand, and feasibility (Are the product ideas doable? Are the current resources be enough?) to reduce
them into a manageable few.
3. Concept Development and Testing- ideas are converted into product concepts (detailed versions of products stated
in meaningful consumer terms) and are presented to a certain group of consumers to get feedback and to help
decide for the best concepts that have the greatest appeal.
4. Business analysis-evaluates the attractiveness of the proposal based on cost, sales, and profit projections.
5. Product Development- concepts are transformed into actual or tangible working prototypes.
6. Market testing- the stage where a new product is marketed into a limited geographical area that will determine whether
attributes, positioning, advertising, and promotional strategies are necessary.
7. Product Commercialization- final stage wherein the new product is launched..
WHAT’S MORE
Matching type. Match the corresponding activity in Column A in each of the steps of new product development process in
Column B. Write your answers before each number.
Column A Column B
________ 1. Brainstorming A. Idea Generation
________ 2. Product Launching B. Idea Screening
________ 3. Making of prototypes C. Concept Development and Testing
________ 4. Screening of product ideas D. Business analysis
________ 5. Product sampling E. Product Development
________ 6. Making of detailed descriptions of product F. Market testing
________ 7. Making of business/marketing plans G. Product Commercialization

WHAT I HAVE LEARNED
Fill in the blanks.
1. ________ ________ can be original products, product improvements or modifications, or new brands developed by the
company.
2. Companies go through _______ __________ ________ to adapt to rapid changes of technology, competition, and
varied consumer preferences.
3. There are _______ steps in new product development process.
WHAT I CAN DO
On a separate sheet of paper, explain the steps in the new product development process through a product or
service.
ASSESSMENT
1. What is Idea screening?
A. Choosing the best idea B. Developing ideas C. Market strategizing D. Prototyping
2. XYZ Co. employees and staffs gathered to come up with the product ideas for invention or innovation, what stage is it.
Which is it??
A. Business Analysis C. Idea Generation
B. Concept Development and testing D. Market Testing
3. Product development always involved what?
A. Consumer behavior C. Market demand
B. Innovation or invention D. Market opportunities
4. When a business started to think about where they should sell their product, how much it will cost, how it should be
marketed, etc., the business is at what stage?
5. ABC Company give some product samples to their potential customers. ABC Co. is on what stage?
ADDITIONAL ACTIVITY
Visit a local supermarket and list 15 grocery items that are labeled as “new”.

Second Quarter
Week 2 - Day 1

Identify and describe the factors to consider when setting prices and new product pricing and its general pricing
approaches.
OBJECTIVES
• Identify the strategies when setting prices

• Explain New Product pricing and its approaches
WHAT I KNOW
Directions: Read each item carefully. Write the letter of the correct answer in your notebook.
1. The exchange of goods and services is called:
A.alternative B.barter C.exchange D.swap
2. Funds that remain after paying for company’s expenses is called:
A.Marginal Income B.Net Income C.Profit D.Retained Earnings
3. The Net Income after taxes divided by total assets.
A.Marginal Income B.Profit A. C.Return on Investment D.Revenues
4. A cost that does not change as the level of products and services produced changes.
A.Expenses B.Fixed cost C.Marginal Cost D.Variable Cost
5. A cost that varies as the level of products and services produced changes.
A.Expenses B.Fixed Cost C.Marginal Cost D.Variable Cost
WHAT’S NEW
Activity: WORD HUNT! Circle the words that are related with price. Look up, down, across, backward, and
diagonally.
M A R G I N A L T V K
A B C D E G F H I A J
P R E D A T O R Y R L MARGINAL PRESTIGE
S T U P U K R A M I M
PREDATORY SKIMMING
G O I N G R A T E A N
D E X I F X Y Z A B O
MARKUP PROMOTIONAL
S K I M M I N G B L P
V W P R E S T I G E Q GOING RATE ESTIMATION
E S T I M A T I O N R
P R O M O T I O N A L VARIABLE FIXED
WHAT IS IT
One of the hardest decisions in selling a product is how to set a reasonable price for a specific target market. It is
because price oftentimes defines the value of the product for most of the costumers. If you set your price too low, customers
will see the product as substandard or of low quality. On other hand, if you set it too high, some may see it as over priced
or too expensive. Thus, in setting the price, one must be careful when setting the price.
What is price?
Price is the amount of money charged for a product or service. It is the sum of all values that customers give up to
gain benefits of having or using a product (Kotler and Armstrong, 2014). Among the 4Ps’, price is the only marketing mix
element that generates revenue while other incur costs. Price can even make or break a company. This is because if the
company sets a price that it is too low, the company will not earn a profit. Whereas, if the product is priced too high without
offering good value, no one will patronize it.

Factors when Setting Prices
In setting the price, the following factors must be taken into consideration:
1. Product Cost. The costs involved in manufacturing a product or offering services have a direct impact on the product
price. Product costs include raw materials, labor, research, promotional activities, product development, testing and
others. For businesses to become profitable, marketers must set price that is greater than its total cost.
2. Competition. When setting a price, the marketer should always consider the prevailing price in the market. If he is
not, the business might lose its customers. For instance, if the customer sees another competitor who offer the
same product with the same benefit at a lower price, he would opt to patronize the competitor’s product instead.
3. Overall Marketing strategy. The marketing strategy that the business will employ will also have an impact on setting
the product price.
a. For example, if the company decides to offer a premium line of personal care products (shampoo, soap,
lotion), he must first understand the needs of his target market. Organic products entail higher costs
because of the raw materials used in producing them. Since higher costs will result in higher price, the
question is, “will the customers be willing to pay the price?”
b. Other companies opt to use target costing in which they start with an ideal setting price, then work backward
by identifying costs that will fit in the targeted selling price.
4. Economic Conditions. Economic boom, recession, inflation or changes in interests affect not only consumer
spending, as well as the company’s costs of producing and selling a product. During hard times, companies can do
price cutting methods or decrease the size or volume of their product to offer the same product at the same price.
Some may sacrifice the quality in order to manufacture the product at a lower cost.
5. Government Laws and Regulations. The government may impose laws and regulations that can affect the product
price. For example, when Republic Act No. 10963 or Tax Reform for Acceleration and Inclusion (TRAIN) Act was
implemented in the Philippines, companies which offers cars, tobacco, sugar-sweetened beverages, and fuel had
also increased their prices in the market.
General Pricing Strategies
The following are the pricing strategies that businesses are employing:
A. Cost Based Pricing – a strategy in setting the price based on the cost of manufacturing, distributing,
promoting and selling the product, plus profit margin. The cost includes variable cost (cost that varies with
the level of production, such as raw materials), fixed cost (cost that is fixed regardless of production or sales
level such as rent and salaries).
For example, a company sells cakes in the market. The variable cost per unit is Php 200, and the fixed cost
per unit is Php 50. Profit markup is 30% on cost. The computation for the selling price is:

B. Target Return Pricing – a strategy to recover the cost of investment every year. For instance, if the business
wants to have a return of 25 % on the invested capital amounting to Php 100,000., the following formula
should be used:
𝐷𝑅 𝑥 𝐼𝐶
𝑇𝑅𝑃 = 𝑈𝐶 +
𝑈𝑆
.25 𝑥 100,000
Solution:𝑇𝑅𝑃 = 𝑃ℎ𝑝 16. +
5,000 𝑢𝑛𝑖𝑡𝑠
𝑇𝑅𝑃 = 𝑃ℎ𝑝 21.00
C. Odd Pricing – putting odd numbers at the end of the price that is perceived lower by the consumer. For example,
instead of pricing a t-shirt for Php100., businesses set the price as Php 99 or Php 99.99.
D. Loss Leader Pricing – mostly used in supermarkets, where essential products are priced lower to appear
affordable as compare to other products. This is done to attract customers to get inside the store and eventually persuade
them to buy other items where mark ups are higher.
E. Price Lining – marking all products with the same price. For instance, some stores price all their merchandise in
their store at Php 66 or Php 88. It is also common among markets where you will hear a vendor shouting, “ Bente lahat ng
klase, bente”.
F. Prestige Pricing – pricing the product higher than its manufacturing cost. This is common among businesses that
sell branded items, antique collections, and famous artworks.
G. Marginal Pricing – pricing the product below its unit cost. This is done to sold old stocks, (just like in the case of
Christmas décors sold on months of January), or to cover fixed costs incurred especially during highly competitive situations
(local and international flights after a year when Covid 19 hit the country).
H. Predatory Pricing – pricing the product at a low price to challenge competitors to be driven out of the market.
After the purpose is achieved, original selling price is restored and short-term losses is recovered.
I. Going Rate – pricing the product close to the competitor’s price. This is common among oil companies, fast food
chains and others.
J. Promotional Pricing – trial discount on the selling price to encourage repeat purchase.
When new products are introduced, there are two types of pricing Strategies:
1. Price Skimming – pricing the product at a high cost to recover investments.
2. Market Penetration Pricing – Pricing the product close to its unit cost to attract a larger market.
WHAT’S MORE
Directions: Identify the different factors used in setting prices.
1. A new business offered the same product and benefit at a low price. _____________

2. President Duterte signed Executive Order (EO) No. 124, which imposed a 60-day price freeze on pork
and chicken products in Metro Manila. _____________________
3. The business decides to price their products at a higher price, with limited editions and eventually
decrease the price after few months. _____________________
4. During Covid 19 pandemic, there has been a shortage of supply on face masks and alcohol,
causing some retailers to increase its price. _____________________
5. Most small retailers based their selling price on the purchase cost plus desired mark up.
_____________________
WHAT I CAN DO
Compute for the Unit Cost and Mark-up Price by substituting the formula:
Where: UC = Unit Cost Given: VC/U = P20.00
VC/U = Variable cost per unit FC = P100,000.00
FC = Fixed Cost US = 10,000 units
US = Unit Sales DMU(desired mark-up) = 20%
ASSESSMENT
1. Which pricing strategy whereby a firm charges a high introductory price to recover investments?
A.Going Rate B.Loss Leader C.Market Penetration D.Price Skimming
2. A firm charging a price similar or close to the competitor’s price.
3. Charging a very low price on a product with the purpose of driving away competitors of the market.
A.Going Rate B.Marginal Pricing C.Predatory Pricing D.Promotional Pricing
4. When a business launches a new product at a low price to reach a larger market.
5. ABC company sends people to shop at similar retailers to make sure it is charging comparable prices.
A.Going Rate B.Loss Leader C.Predatory Pricing D.Promotional Pricing
Identify which pricing strategy (approach) is best described in the following situations.
1. Everything at P50 Store _______________________

2. Jeans priced at P199.99 _______________________
3. A store with a name “Bente Store” or everything at P20__________________________
4. Discount Price of a newly opened restaurant ___________________
5. Store A price of apples is P120 per kilo and Store B price for apples at P121 per kilo _____________
ADDITIONAL ACTIVITY
Directions: Give at least one example for each of the Pricing Strategies as stated below. Write the answers in your
notebook.
1. Promotional Pricing ________________________________________________

2. Odd Pricing _______________________________________________________
3. Price Lining _______________________________________________________

Second Quarter
Week 3 - Day 1
Discuss the structure of distribution channels, its functions, and the nature.
OBJECTIVES
•
WHAT I KNOW
1. Different businesses that are involved in delivering products or services available to customers.
A. Distribution C. Marketing Mix
B. Distribution channel D. Retailers
2. JK’s pineapple pie was sold from house to house until they displayed it to different convenient stores. JKs used
_____to create a competitive advantage.
A. Advertising C. Marketing
B. Distribution channel D. Promotion
3. Uniqlo, a clothing line store inside the mall is an example of______.

A. Broker B. Exporter C. Retailer D. Wholesaler
4. Which of the following channels sell mostly to consumers?

5. An organization that buys products in bulk from manufacturers and resell them to other businesses and retailers.
WHAT IS IT
When the country was placed under community lockdowns due to the Covid-19 Pandemic, people are forced to
stay at home. For the basic necessities like food, toiletries, alcohol and sanitizers, etc., only the head of the family is allowed
to go to the wet markets or supermarkets to buy these needs. For other things like if you want to eat in your favorite fast
food chain, or simply buy things in the malls, or in retail outlets, most of us especially students are prohibited to enter into
these premises. However, it was made possible through the help of online shopping platforms and couriers in the country.
This is what the marketing mix component, Place, is all about; making the products available at the right place and time.
What is place?
Place or distribution channels is a structure of different organizations that are involved in the process of making
products or services available to consumers. It seeks answers to the following question;
“How can companies or businesses deliver their products to its customers effectively and efficiently.”
Being effective talks about what is the best method to reach our target market, while efficiently means the most cost
effective and fastest way to store, handle and deliver the products or services.
Business organizations sell products to consumers by using channels or “intermediaries” such as: retailers –
channels that sell mainly to customers, wholesalers – institutions that buy goods from manufacturers and resell them, and
thru agents or brokers – people who facilitate the sale of a product.
Businesses can take many routes on its journey from the producer to the buyers. The following figure shows the most
common methods used by these organizations:

Direct Channel. Businesses have no marketing intermediaries and deals directly to the consumers. Examples are
apparel brands that have their own store in malls or online store, peddlers or door to door sales, small business owners in
your neighborhood.
Indirect Channel. Manufacturers deal with one or more intermediaries such as retailers or distributors due to
different functions that they can provide to manufacturers. This is common among fast consumer goods that are found in
supermarkets.
Functions of Distribution Channels
Manufacturers are using marketing intermediaries because of their efficiency and expertise in distributing goods. In
addition, according to Kerin, Et. al, on their book entitled Marketing in Asia (2013), they also benefit the manufacturers by
performing the following functions;
Source: Kerin, Roger A., Geok Theng Lau, Steven W. Hartley, and William Rudelius. 2013. Marketing in Asia.
Singapore: McGraw-Hill.
Nature and Supply Chain Management
To become efficient and effective in delivering the products, manufacturers and companies must also take care of
its logistics and supply chain. Logistics involves those activities that focus on getting the right amount of the right products
to the right place at the right time at the lowest possible cost (Kerin, et al, 2013). To do this, companies must decide on what
is the most cost-effective way to store, handle and move their products to its target market.

Supply Chain Management is the management of upstream and downstream flow of materials, final goods, and
related information among suppliers, the company, resellers and the consumers (Baquillas, 2017). Thus, the primary goal
of supply chain management is to make sure that activities and resources involved are well coordinated until it reaches the
consumer.
Supply chain management involves marketing logistics, which is how to plan, organize, implement, and control the
flow of goods, services, and related information from points of origin to points of consumption to meet customer requirements
at a profit (Kotler and Armstrong, 2013). It also addresses the following:
a. Outbound distribution- moving of products from manufacturer to the distributor to the retailers and finally to
consumer.
b. Inbound distribution- moving materials from suppliers to manufacturers
WHAT’S MORE
Directions: List the marketing channel functions that are involved in following transactions. Which function applies most in
each of the following situations?
1. A retailer puts in a rush pre order for a needed Christmas item that is in short supply.
__________________________________________
2. An internet marketer seeks a way to identify and contact its market.______________________________
3. A reseller packs the ordered items to be delivered. _______________
4. A retailer outlet offered a bundled item for products that are not fast moving. ________________________
5. An appliance store giving installment payment methods for its customers. __________________________
ASSESSMENT
1. Channels who facilitate the sales of a product from the manufacturer to the customer by representing a company and
providing product details
A. Agents and brokers B. Retailers C. Merchants D. Wholesalers
2. A channel used for buying products in bulk and at discounted price.

A. Agents and brokers B. Retailers C. Merchants D. Wholesalers
3. Which of the following businesses is most likely to use a retail as a channel of distribution?
A. Car dealer C. Medical doctor
B. Distributor D. Sari-sari store
4. The following are not involved in the inbound activities EXCEPT.

A. Manufacturer B. Retailer C. Supplier D. None of the above.
5. Which of the following is the primary goals of supply chain management?

A. Physically moving a product to costumers
B. Assuming business risks in the ownership of inventory.
C. Purchasing in large quantities and breaking into smaller units desired by customers.
D. Make sure that activities and resources involved are well coordinated until it reaches the consumer.

Second Quarter
Week 4 - Day 1

• Define and identify relevant promotional tools, namely, advertising, sales promotion, personal selling, public
relations, and direct marketing (ABM_PM11-IIa-e-19)
OBJECTIVES
• Select promotional tools for a product or service
WHAT I KNOW
1. Which of the following is not a promotional mix?
A. Advertising B. Direct Marketing C. Marketing Plan D. Sales Promotion
2. The following are all promotional tools for a product EXCEPT ONE. Which is it?
A. Coupon cards B. New product packaging C. Product demo D. TV ads
3. Which of the following is one of the aims of promotional mix?
A. Create catchy product designs C. Find the best location for the business
B. Lower the price of the product D. Inform the consumer about the product
4. The best promotional tool to be used to target large audience is what?
A. Advertising B. Personal Selling C. Public Relations D. Sales Promotions
5. If Zed Co. wants to launch a new energy sports drink to reach a greater target market, which method of promotion
should it use?
A. Ads during international boxing events C. Newspaper
B. Local radio station D. Sports magazine
WHAT’S IN

WHAT’S NEW
Identify a product or service that you are very familiar with and list down the ways or media platforms that it has used to
become known to its target market.
Name or Brand of Product/ Service: ____________________________
Ways or Media Platforms It Has Used/ Currently Using to Become Known:
1. ____________________________________ 4. ____________________________________
2. ____________________________________ 5. ____________________________________
3. ____________________________________
WHAT IS IT
No matter how great our product is, if people don’t know that your product exists, no one will buy it. That is the
reason why we see a lot of different ads and tactics of different companies and organizations about the product or services
they offer.
Companies and organizations are finding creative ways to reach their target markets. Whether customers are at
home, or outside, online or offline, companies have means of making them to stop, look and listen so they get their message
across. However, with the several tools, methods and channels available, the most important question that any organization
faces is:
What is the most effective way to inform and persuade our customers to make a purchase?
This is the of role of promotion as one of the 4 P’s of Marketing Mix.
What is promotion?
Promotions mix refers to the blend of several promotional tools used by the business to create, maintain and
increase the demand for goods and services.
There are five elements of Promotional Mix that companies and organizations are using:
Advertising is a paid form of non-personal communication in audio or visual form that promote products (goods,
services ideas, or places) to a specific audience. Mass media such as television, radio or newspapers and magazines are
common mediums and other alternative media techniques such as billboards, websites, and social media platforms, and
signages (posters, pamphlets, and leaflets).
Personal Selling connects company representatives with the consumer. These interactions can be in person, over
the phone and over email or chat. In retail stores, a salesperson is trained to make a sale, suggest options to assist the
customers and persuade them to make a purchase.
Sales Promotions are short term incentives created to encourage customers to purchase a product or service.
Example of sales promotions include product samples, consumer contests, buy 1 take 1 promos, sweepstakes, and raffles.
In supermarkets, sales promotions take in the form of special displays, product demo, or shelf talkers (small colorful
materials placed on the shelves to highlight a particular product). The picture above on the right corner is an example of a
shelf talker.
Public Relations build good relations with the company’s various public by creating positive image and addressing
unfavorable issues and events. Publicity and other non-paid communication such as support of the arts, charitable
donations, education scholarships and sporting events are some examples of public relations.

Direct Marketing is the direct communication with individuals via different channels to generate an action response
and build relationship. This involves telemarketing, customized letters, emails, and text messages. Home TV shopping,
kiosks and vending machines are also examples of direct marketing
WHAT’S MORE
Identify what promotional elements does each of the tool belongs to. Write AD if its Advertising, PS for Personal Selling,
SP for Sales Promotion, PR if its Public Relations, and DM if its Direct Marketing.
___________ 1. Giving free samples for vloggers ___________ 6. brochures
___________ 2. Product demo in grocery stores ___________ 7. 3-Day Sale
___________ 3. Product appearance on films ___________ 8. Fun run
___________ 4. Home TV shopping ___________ 9. Live chat messages
___________ 5. Photo Liking and sharing Contest ___________ 10. Rebates
WHAT I HAVE LEARNED

Fill in the blanks.
1. P_ _ _ _ _ _ _ n includes all activities that involve communicating with the customer about the product and its benefits
and features.
2. It consist of f_ _ e elements which are _____________, personal selling, __________, public relations, and direct
marketing.
3. Advertising includes any paid form of n_ _ p_ _ _ _ _ _ l communication of products by an identified sponsor while
Personal selling is any form of p_ _ _ _ _ _ l presentation by the firm’s sales force.
4. P_ _ _ _ _ R_ _ _ _ _ _ _ focuses on building good relations with company’s various publics.
5. To encourage purchase of sales of a product or service, Sales Promotion is used in which they provide short term i _ _
_ _ _ _ _ _ s while Direct Marketing uses d _ _ _ _ t communication tools to elicit immediate response and build
relationship with consumers.
WHAT I CAN DO
On a separate sheet of paper, give an example of a product or brand that not too many people are aware of. How
would you raise awareness for this product? What promotional tool or media would you use?
ASSESSMENT
1. Personal selling is best used for which kind of product?
A. Cellphones B. Chocolate bars C. Daily newspaper D. Food products from a supermarket
2. Lamoiyan Corporation employs deaf employees and is very active in engaging donation drives and charities. Which
promotional mix they employ?
A. Advertising B. Personal Selling C. Public Relations D. Sales Promotions
3. Promotion refers to how companies ____ their customers. Which word does it refer to?
A. communicate with B. find C. keep D. research
4. Jollibee's coupon cards are example of what promotional mix?
A. Advertising B. Direct Marketing C. Public Relations D. Sales Promotions
5. Buy 1 take 1, giving discounts and sales season are all examples of what promotional mix?
A. Advertising B. Direct Marketing C. Public Relations D. Sales Promotions
ADDITIONAL ACTIVITY
Design a promotional message or theme for a product that is not familiar in the market. You may use different
media and promotional tool for it. Remember to be creative and make it catchy.

Second Quarter
Week 5 - Day 1

explain the relationship between market analysis, planning, implementation, and control
OBJECTIVES
• Recognize the importance of market analysis, planning and control through reflecting student’s own experiences
on working a school project
WHAT I KNOW
True or False. Write T if the statement is true and F is it is False.
__________ 1. Marketing programs are evaluated to know which one is effective and to know which one should be
avoided.
__________ 2. Companies must focus all their efforts on marketing their products only.
__________ 3. Situation analysis like SWOT Analysis and other tools are helpful to analyze the company’s
competitiveness.
__________ 4. Marketing Process can be defined as comprehensive programs of action involving the use of
organizational resources to achieve marketing objectives.
__________ 5. The planning of Marketing programs involves identifying and evaluating the opportunities and constraints.
WHAT’S IN
Directions: Identify what promotional strategies are being used on the following item:
____________________ 1. Short term incentives created to encourage customers to purchase a product or service.
____________________ 2. Build good relation s with the company’s various public by creating positive image and
addressing unfavorable issues and events.
____________________ 3. Connects company representatives with the consumer. These interactions can be in person,
over the phone and over email or chat.
____________________ 4. A paid form of non-personal communication in audio or visual form that promote products
(goods, services ideas, or places) to a specific audience
____________________ 5. Involves telemarketing, customized letters, emails, and text messages.
WHAT’S NEW
If the company’s employees are evaluated based on their performance at work as a basis for a salary increase or
promotion, so should the marketing activities and programs be monitored and evaluated. This is done to know which
one’s work (so they can be used again) or which ones do not (so to avoid them). In doing so, marketers can avoid
committing the same mistakes again and focus on improving their brands and activities. This is the essence of the next
lesson.
WHAT IS IT
Companies need to focus not only on marketing their products or services, but as well as managing the marketing
efforts relating to company’s profitability. This calls for managing the Marketing Process. It involves identifying
opportunities, researching, and selecting target market, designing, and planning market strategies and program and
organizing, implementing, monitoring, and controlling the results.
Organizing
Analyzing Researching Designing Planning Implementing
Marketing And Selecting Marketing Marketing Controlling
Opportunities Target Market Strategies Programs Marketing
effort

Analyzing Marketing Opportunities
To identify and evaluate the opportunities and constraints, the company must understand first its position in the
market, its current situation, industry trends, and other factors that might affect the performance of the business. This is
called Marketing analysis. Situation analysis like SWOT Analysis (strength, weaknesses, opportunities, and threats) and
other tools are helpful to analyze the company’s competitiveness.
Researching and Selecting Target Market

In selecting the target market, the company needs to know how to measure and forecast the attractiveness of any
given market. This requires estimating the market’s overall size, growth, and profitability. Factors like the size of the market,
purchasing power in terms of price, frequency and amount of purchase, preferences and other general usage habits are
important determinants in selecting the target market.
Designing Market Strategies

After selecting the target market, the company must select marketing strategies to employ. Marketing planning
requires the use of marketing strategies to attain company’s strategic objectives. Marketing strategies can be defined as
comprehensive programs of action involving the use of organizational resources to achieve marketing objectives. In the
previous lessons, we have discussed about the four marketing strategies; a. Market penetration; b. Market development; c.
Product development and d. Diversification.
In selecting marketing strategies, keep in mind that they must be aligned to the marketing objectives and within the
budget allocated made by the company executives.
Planning Marketing Programs

The planning of Marketing programs involves developing and implementing action plans or tactics under each
strategy. Action plans of tactics conventionally use marketing mix as foundation of implementation.
For instance, the following are some suggested activities or tactics suited for a chosen marketing strategy:
Separate budgets would be allocated to these marketing mix variables. There are limitless possible combinations
and budgetary allocations for each marketing variable. Whatever marketing programs will be choses, the success of it
depends on the proper selection of variable to be used and financial support extended to each variable.
In addition, companies are also using KRA (Key Result Areas), which are desired outcomes in terms that can be
quantified, KPI (Key Performance Indicators), which serves as the method for quantification and Targets, a definite
numerical figure and deadline that is given for accomplishment, to lead the marketing team about what is being
accomplished.
The following table is an example of KRAs, along with sample corresponding KPIs and Target, as adopted from
Illano, (2016), in his book entitled, Principles of Marketing:

Key Performance Indicators
Key Result Area (KRA) Target
(KPI)
50 new affiliate stores opened

Number of affiliate stores
Increased geographical reach by the year end
for the product Number of regions with product
3 new regions penetrated by
availability
year end
Improved customer satisfaction 20% increase in customer

scores satisfaction in survey rating by
the 3rd quarter
Improved Service quality
15% increase in number of
Improved speed of service customers served per day by
delivery mid-year
10,000 Facebook likes by the

Number of Facebook likes on
Increased customer second month
home page
engagement 25,000 Twitter followers by the
Number of Twitter followers
third month
Source: Illano, AB., 2016. Principles of Marketing. Manila City, Philippines: Rex Book Store Inc.
Organizing, Implementing, and Controlling Marketing effort
A good marketing program by itself does not necessarily guarantee sustained success for an organization. The
business organization must be operated and structured in a manner that will ensure the time, effort and resources spent in
the preparation of good marketing programs are not wasted. This is done through Marketing Implementation which deals
with turning plans into actions in order to accomplish the company’s objectives and strategic goals.
Marketing department’s effectiveness depends not only on how it is structured but also on how well its personnel
are selected, trained, directed, motivated, and evaluated. People at all levels in the company must work together to
implement properly the strategic plans of the company.
In addition, adequate monitoring and control systems should be in place to ensure that marketing programs are
carried out. Marketing controls evaluate results of Marketing strategies and plans, and take corrective actions on a
monthly, quarterly, or semi-annual basis to ensure that objectives are attained. It involves the following steps:
1. Set specific marketing objectives

2. Measure performance in the marketplace.
3. Evaluate discrepancies between actual and expected performance if there is any.
4. Take corrective actions accordingly.
To measure the effectiveness of a marketing program, companies are using Return on Marketing Investment (Marketing
ROI). It is the net return on marketing investment divided by the cost of the marketing investment. It measures the profits
generated by the costs of implementing the marketing activities. The formula is as follows:
Marketing ROI= 𝑁𝑒𝑡 𝑟𝑒𝑡𝑢𝑟𝑛 𝑜𝑛 𝑚𝑎𝑟𝑘𝑒𝑡𝑖𝑛𝑔 𝑖𝑛𝑣𝑒𝑠𝑡𝑚𝑒𝑛𝑡

𝐶𝑜𝑠𝑡𝑠 𝑜𝑓 𝑡ℎ𝑒 𝑚𝑎𝑟𝑘𝑒𝑡𝑖𝑛𝑔 𝑖𝑛𝑣𝑒𝑠𝑡𝑚𝑒𝑛𝑡
WHAT’S MORE
Solve for the Marketing ROI and interpret the meaning for the following situation:
1. The business generated an increase of net income of ₱100,000 and allocated ₱100,000 for its marketing
activities.

WHAT I HAVE LEARNED
Fill in the blanks. Answers may contain two words.
1. Companies need to focus not only on marketing their products or services, but as well as managing the
________________________ relating to company’s profitability.
2. _______________________ deals with understanding the company’s position in the market, its current situation,
industry trends, and other factors that might affect the performance of the business.
3. The company needs to know how to measure and forecast the attractiveness of any given market whenever they
will ______________ the target market.
4. _________________________ requires the use of marketing strategies to attain company’s strategic objectives.
5. People at all levels in the company must _________________ to implement properly the strategic plans of the
company.
6. _________________ evaluate results of Marketing strategies and plans, and take corrective actions on a
___________ , quarterly, or semi-annual basis to ensure that objectives are attained.
ASSESSMENT
1. In managing the marketing efforts of the company, which of the following is NOT a marketing function?
A. Market Analysis B. Market Control C. Market Implementation D. Market Research
2. This is the function of marketing efforts in which certain marketing plans or strategies are developed so that the overall
objective of the marketing should be accomplished. What is it?
A. Market Analysis B. Market Control C. Market Implementation D. Market Planning
3. ABC company is looking at customer trends, its competitors, and the economy to see if there are any threats or
opportunities. ABC is conducting a:
A. Environmental Scanning B. Marketing C. Situation Analysis D.SWOT Analysis
4. The following are all marketing strategies EXCEPT ONE. Which is it?
A. Market Development B. Market Penetration C. Product Development D. Product Diversification
5. Which of the following marketing efforts should be used to measure and evaluate performance of the marketing
programs?
A. Market Analysis B. Market Control C. Market Implementation D. Market Planning

Second Quarter
Week 6 - Day 1

Integrate the Marketing concepts and techniques learned by preparing a Marketing Plan.
OBJECTIVES
• Explain the components of a Marketing Plan

• Explain the importance of Executive Summary and Background of the Study of a Marketing Plan.
WHAT I KNOW
1. Strategic planning requires:
A. Long commitment B. New Employees C. New Products D. Organizational Chart
2. Fuel prices soared up and few vans and SUVs were sold. ABC Inc. started to create affordable and smaller cars. ABC
has engaged in:
A. Buy and Sell B. Cheaper Materials C. Product Realignment D. Strategic Planning
3. A strategy of widening market share of products available in the market.

A. Diversification B. Market Penetration C. Market Share D. New Product
4. There is Market penetration when:

A. Distribute products to Singapore C. Giving coupons to existing customers
B. Distribute products to USA D. Selling products in Asia
5. Increasing sales by launching new products into new markets.

A. Diversification C. Product Development
B. Market Development D. Sales Volume
WHAT’S IN
Directions: Identify the marketing process being described in each of the marketing activities. Choose from the following
boxes.
Marketing Analysis Planning Marketing Implementation Marketing Evaluation and Control
____________________ 1. Turning plans into actions

____________________ 2. Developing Action plans
____________________ 3. Researching and selecting target market
____________________ 4. Measuring performance in the marketplace
____________________ 5. Conducting SWOT Analysis
WHAT’S NEW
Activity: Which comes first? Arrange the sentences according to how each situation happened. Number it from
1 to 5.
___1. Rina graduates in College.
___2. She works at XYZ as an architect.
___3. Rina is taking up a medical course and wants to shift to another course.
___4. Rina was a High School Valedictorian.
___5. Rina established her own company.
WHAT IS IT

A Marketing Plan is a written process involving designed activities and strategies that would help companies
achieve their marketing objectives and serve as basis for decision making. Below is a brief outline of mini-marketing plan
according to So, et. al.(2016), in their book entitled Principles of Marketing:
The Marketing Plan
I. Executive Summary
II. Study Background
A. Brief history of the company
B. Mission and vision
C. Product/service offerings
III. Macro-environmental Analysis
A. Economic
B. Politico-legal
C. Socio-cultural
D. Demographic
E. Technological
F. Natural
IV. Opportunities and Threats
V. Micro-environmental Analysis
A. The company
B. Suppliers
C. Marketing intermediaries
D. Customers
E. Competition
F. Publics
VI. Strengths and Weaknesses
VII. The Market
A. Market size
B. Market needs
C. Market trends
VIII. Marketing Objectives
IX. Marketing Strategies
A. Product/service strategy
1. Target market
2. Brand positioning
B. Pricing strategy
C. Distribution strategy
D. Promotions strategy
X. Tactical Implementation
XI. Marketing Budget
XII. Feedback and Control
XIII. Financial Projections
Brief Explanation of the Parts
Executive Summary. A well-written executive summary is usually no longer than one or two pages, can only be
composed after the marketing plan is completed. It consists of all the important points of what the Marketing Plan is all
about, its benefits and what it wants to establish. This section entails summary of objectives, marketing strategies and
projected profit.
Study Background states the company history, product history, the mission and vision of the company and its
product offerings.
● Brief history of the company. This part discusses the name of the company, its current location, how it
began and who are its owner.
● Mission and Vision. These statements can give you vital information on its business philosophy and long-
term direction.
● Product/service offerings. Lists down the company’s current product offerings, classifying them by type
(hair care, personal care, home care, etc.) and their (SRP) suggested retail prices.
Macro-environmental Analysis. On this part, a company must assess the situation in the environment by getting
the latest data and information of the following factors that may affect the organization:
● Economic-latest economic data such as Inflation rate, current exchange rate, GDP(Gross Domestic
Product, GNP(Gross National Product, and Demand and Supply.
● Politico-legal- assess the political stability of the country, its current regulations, policies, and restrictions
● Socio-cultural- factors that may affect the manner of how the selected brand will be marketed.
● Demographic – the population of the people, the number of households, gender, income status, age, and
lifestyle.
● Technological- available technology that would ease the production process or adapting to a new type of
technology.
● Natural- assess if the location is prone to flood and natural calamities, and to assess the natural condition
where you want to establish a business
Opportunities and Threats. Enumerate identified opportunities and threats from the macro-environmental
analysis.
Micro-environmental Analysis. the company must assess the internal situation of the business on the following
factors:
● The company- evaluated in terms of its organizational ability to implement marketing strategies, it helps to
look the latest company income statement.
● Suppliers- the relationship with existing suppliers or the need to build new relationships with new suppliers
● Marketing intermediaries- if the distribution of products is well managed or maybe there is a need to
establish warehouses, new shipping routes, or to search for another retailer.
● Customers- understand the ever-changing needs of the brand’s typical customers. Identify the geographic,
demographic, and psychographic factors. As well as the buying behavior and frequency of purchase.
● Competition- assess the type and level of competitors and compare product offerings
● Publics, evaluate company’s relationship to publics; stockholders, community, financial institutions, media,
the government, and society as a whole.
Strengths and Weaknesses discusses the identified basis or power and ineffectiveness or backdown after
evaluating the factors of micro-environment.
The Market talks about the company’s financial capability to accommodate the size of the market they want to serve,
to assess the needs of their target market, and to determine the trends in the current market.
● Market Size- The sum of the group of individual or organizational consumers who have both the willingness
and financial capability to purchase product/services.
● Market Needs- understand and express what exactly the market is looking for.
● Market Trends- trends are also identified with respect to market needs and preferences.
Marketing Objectives, In this section, marketing objectives are stated. What is it that you want to achieve in this
marketing plan? Keep in mind that these objectives should be stated in SMART; specific, measurable, attainable, realistic
and time bounded. Examples of types of marketing objectives include sales target, profit, or customer satisfaction, etc. The
following is an example of a SMART objective:
To attain a brand awareness level of 65% by December 31, 2019.
Marketing Strategies are proposed based on thorough analysis of opportunities and threats, strengths, and
weaknesses of the company as the data of the target market for the company’s product or services. Strategies must be
aligned to the set marketing objectives. The following are subcategories of marketing strategies:
● Product/ Service Category- Explain in detail the product/ service strategy that you are going to use. Is it
something about the packaging, modification, or any innovation you propose?
● Target Market- Who is the target market? What are their characteristics according to market segments? What
is their market size? Do you wish to change or serve another market segment that was not previously served
by the business?
● Brand Positioning- State the current taglines and logo that the business are using. Do you think it’s still
relevant to use? If revision is needed, state the proposed alternative brand positioning, and justify your reasons.
● Pricing Strategy- Based on the formulated objectives, what is pricing strategy? You may use several pricing
strategies if it is justifiable.
● Distribution Strategy- Review what is the meaning of current strategy used by the business to determine if it
still applicable. Make any recommendations if you think it will serve the customer better.
● Promotion Strategy- What should be the promotion and advertising strategy to be used based on the
marketing objective? What media platforms or vehicles should be utilized? Where will be the location of
advertising placements, their frequency, and approximate costs? Remember to include mechanics for the trade
and consumer promotions.
Tactical Implementation, write a brief discussion of the operating details of each tactic including the timetable as
to when each will be implemented.
Marketing Budget- Capital expenditures like retail outlet construction expenses and the purchase of packaging
machinery, are excluded from marketing budget.
Feedback and Control- There should be feedback and control writeup for each of your tactics. In paragraph for,
discuss individual tactic benchmarks or milestones to indicate the tactic is implemented according to plan.
Financial Projection- The latest available incoming statement of your company can be used. If the latest income
statement is not available, you can prepare a projected income statement using the incremental methods. Simply
calculate the additional sales the brand can realize as a result of the proposed marketing plan
WHAT’S MORE
Activity 1:
Identify whether the sentence describes an executive summary or background of the study. Write
the answers in your notebook.
6. The vision of XYZ company is to be the leading pharmaceutical in the country.
7. ABC herbal oil comes from fresh ampalaya leaves.
8. The purpose of the Marketing Plan is to promote the product globally.
9. The Marketing Plan is expected to help the company increase its sales by at least 10%.
10. ABC company started a furniture business before it went to manufacturing soaps.
WHAT I HAVE LEARNED

• A Marketing Plan is a written process or document process involving designed activities and strategies that would
help companies achieve their marketing objectives and serve as basis for decision making.
• It consists of the following parts: Executive Summary, Background of the Study, Macro-environmental analysis,
Micro-environmental Analysis, SWOT (Strength, Weakness, Opportunities, and Threats) Analysis, Identifying the
Market, Marketing objectives and Strategies, Market Testing, Marketing Budget, Implementation and control and
Financial projections.
•
WHAT I CAN DO
Directions: Mini-Marketing Plan Presentation
Form a group with 4 members. Prepare a15-minute audio-visual presentation (e.g. Power Point Presentation)
through Virtual Presentation of your mini-marketing plan. The groups will be graded using the following criteria:
● Application of Marketing Principles- 50%
● Effective Recommendations- 15%
● Organization of the Report- 20%
● Presentation- 15%

ASSESSMENT
1. Marketing plan is a written step by step process designed to meet company’s objectives EXCEPT:
A. Compare previous and actual performance
B. Control the factors of the Macro-environment
C. Create goals for the company
D. Help the company on decision making
2. The following are elements of a Marketing Plan EXCEPT:
A. Background of the Study C. Portfolio Analysis
B. Business Mission Statement D. SWOT Analysis
3. A statement of the company consisting of their purpose in serving existing and potential customers is known as:
A. Background of the Study C. Portfolio Analysis
B. Business Mission Statement D. SWOT Analysis
4. This is the part of Marketing a plan which objectives are stated for a marketing program
A. Marketing Objectives C. Tactical Implementation
B. Marketing Strategies D. The Market
5. The following are basis for marketing strategies EXCEPT ONE. Which is NOT?
A. Market Needs C. Organizational Market
B. Opportunities and Threats D. Strengths and Weaknesses
References
Baquillas, Jonalyn C. 2017.Principles of Marketing. Makati City, Philippines: DIWA Learning Systems Inc.
Illano, AB., 2016. Principles of Marketing. Manila City, Philippines: Rex Book Store Inc.
So, Real C., Oscar G. Torres, and Angeles A. De Guzman. 2016. Principles of Marketing. Quezon City,
Philippines: Lexicon Press, Inc.

Second Quarter
Week 7 - Day 1

• present a mini-marketing plan, orally and in writing (ABM_PM11-Ie-i-25)
OBJECTIVES
• familiarize with guidelines on how to present a mini marketing plan
WHAT I KNOW
1. A written document that consists of all the marketing activities for the marketing practitioner is called a:
A. Industry Analysis C. Mission Statement
B. Marketing Plan D. Statement of Objectives
2. The President had a meeting with all pers onnel. He discussed their mission and vision for the company for the
coming years and identified their target market. The President is sharing the company’s:
A. Industry Analysis C. Mission Statement
B. Marketing Plan D. Statement of Objectives
3. A Marketing plan should be written for the purpose of the following EXCEPT:
A. Control Macro Environment C. Industry Analysis
B. Environmental Scanning D. SWOT Analysis
4. The following are elements of a Marketing Plan EXCEPT:
A. Ethics C. Mission Statement
B. Marketing Mix D. Objectives
5. A statement that describes the benefits that can be acquired by present and future customers with the assessment of
the environmental situations is called:
A. Industry Analysis B. Marketing Plan C. Mission Statement D. Objectives
WHAT’S IN
Now that you have finished your paper, it is now time for you to present your marketing plan. However, though you
may have the best ideas in the world, there are some pointers and preparations that you need to do, so you could deliver
your message properly. Keep in mind that an unforgettable presentation creates an impact and makes the audience
remember the message better.
WHAT’S NEW
Checklist for the prep’s! Unscramble the words below to know the things that you should have or you should be before
the day of your presentation. Use the clue words on the right to guess the correct word.
1. orwep point trstpaoienen: _________________________ a tool for your presentation
2. tonse: _________________________ contains important details
3. mlraof ertati: _________________________ what you should wear
4. esnolpra omogirng: _________________________ what you should not forget
WHAT IS IT
Presentation Guidelines
Creating Your Presentation Materials
As you deliver your presentation, you will need a visual material to make your presentation more engaging. To do
this, you will need to do the following for your PowerPoint presentation:

1. Create a visual story for your presentation. Use photos, graphs and word emphasis but do not overdo it. Avoid using
too many colors or too many photos at the same time as this might distract your audience. Remember that you are
convincing your audience about the company’s products so make sure that your work suits your goals.
2. Keep your presentation simple, neat, and professional. Avoid using smileys or any graphics that is not related on
your topic.
3. Use bullet points properly. Only keywords should be pointed out not the whole sentence or whole paragraph on the
slide. Use 7x7 rule: PowerPoint slide (or any other electronic slide) should have no more than seven lines of text
and no more than seven words in each of those lines.
4. Use the animation feature sparingly. Overdoing animations will make your audience nauseous and may take a long
time to finish (like those animations that pop the letters individually).
Delivering Your Presentations
1. Practice makes perfect! Make sure that you master your presentation. Do not memorize, as it will make the
presentation look artificial. Practice yourself in the mirror and visualize your audience and imagine yourself in front
of them.
2. Be confident. No one else knows about your work more than you do.
3. Maintain eye contact with your audience. Make your audience involved and do not focus your gaze at the ceiling or
on the floor.
4. Do not read your notes. It will make your presentation boring and you become disengaged from your audience. If
you need to check your notes, make short glances only.
5. Practice your presentation within the specified time given by your teacher.
WHAT I HAVE LEARNED

True or False.
______ 1. In creating PowerPoint presentation, you must engage the audience by creating visual presentation.
______ 2. To become engaging, use smileys or many photos in each slide of the presentation.
______ 3. The 7x7 rule in PowerPoint presentation means use of not more than 7 photos and using not more than 7
animation features.
______ 4. It is better if you will memorize all your presentation.
______ 5. Practice your presentation within the specified time given by your teacher.
ASSESSMENT
1. The following are strategies in creating visual story for your PowerPoint presentation. Which of the following is NOT?
A. Avoiding unrelated graphics C. Use of animation feature sparingly.
B. Use of bullet points D. Use of related graphs and figures
2. In creating presentation materials, which of the following strategies helps the audience to remember key points?
A. Creating visual story C. Use of bullet points.
B. Keep your presentation professional. D. Use of photos.
3. 7x7 rule means what?
A. Not overdoing animations feature
B. The ideal length and width for the PowerPoint slide.
C. Use of not more than 7 photos and using not more than 7 animation features.
D. Use of not more than 7 lines of text and no more seven words in each of lines.
4. Which of the following strategies can help you to deliver presentations confidently?
A. Maintain eye contact with your audience C. Time your presentation within given time frame.
B. Practice your presentations in front of the mirror. D. None of the above.
5. The following are strategies to engage your audience during your presentation EXCEPT ONE. Which is NOT?
A. Read from your notes.
B. Maintain eye contact with your audience.
C. Make some gestures to make them feel involved.
D. Do not focus your gaze at the ceiling or on the floor.
ADDITIONAL ACTIVITY
Write a checklist of the things you need to have or do in preparing your presentations.


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12

Department of Education • Republic of the Philippines

Published by the Department of Education

Development Team of the Module

Printed in the Philippines by ________________________

Department of Education – Bureau of Learning Resources (DepEd-BLR)

Office Address: ____________________________________________

MOST ESSENTIAL LEARNING COMPETENCY

• explain the new product development process

Department of Education • Republic of the Philippines

Goods car, soap, pen, cellphone

Services haircut, massage, packaged tour

Events seminars, concerts, fun runs

Persons celebrities, politicians, artists

Places malls, tourist destinations

student council, school clubs,

designs, book authorship, music

Department of Education • Republic of the Philippines

• product improvements or modifications

• new brands developed by company

7. Product Commercialization- final stage wherein the new product is launched..

________ 1. Brainstorming A. Idea Generation

________ 2. Product Launching B. Idea Screening

________ 3. Making of prototypes C. Concept Development and Testing

________ 4. Screening of product ideas D. Business analysis

________ 5. Product sampling E. Product Development

________ 6. Making of detailed descriptions of product F. Market testing

________ 7. Making of business/marketing plans G. Product Commercialization

Department of Education • Republic of the Philippines

Department of Education • Republic of the Philippines

MOST ESSENTIAL LEARNING COMPETENCY

• Identify the strategies when setting prices

Department of Education • Republic of the Philippines

General Pricing Strategies

Department of Education • Republic of the Philippines

𝑇𝑅𝑃 = 𝑃ℎ𝑝 21.00

1. Price Skimming – pricing the product at a high cost to recover investments.

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1. Everything at P50 Store _______________________

1. Promotional Pricing ________________________________________________

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3. Uniqlo, a clothing line store inside the mall is an example of______.

4. Which of the following channels sell mostly to consumers?

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Functions of Distribution Channels

Nature and Supply Chain Management

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2. A channel used for buying products in bulk and at discounted price.

4. The following are not involved in the inbound activities EXCEPT.

5. Which of the following is the primary goals of supply chain management?

Department of Education • Republic of the Philippines

MOST ESSENTIAL LEARNING COMPETENCY

• Select promotional tools for a product or service

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This is the of role of promotion as one of the 4 P’s of Marketing Mix.

Department of Education • Republic of the Philippines

WHAT I HAVE LEARNED

Department of Education • Republic of the Philippines

MOST ESSENTIAL LEARNING COMPETENCY

____________________ 5. Involves telemarketing, customized letters, emails, and text messages.

Department of Education • Republic of the Philippines

Researching and Selecting Target Market

Designing Market Strategies

Planning Marketing Programs