ABM 006: PRINCIPLES OF MARKETING

Teachers’ Guide Module #1

Name: _________________________________________________________________ Class number: _______

Section: ____________ Schedule: __________________________________________ Date: ________________

Lesson Title: The Value of Marketing Materials:

Student Activity Sheets
Lesson Objectives:
At the end of this lesson, I can: References:
Ma. Nancy T. Balasan, DBA;
1. Explain the meaning of marketing and value its importance, Marketing Basics: A Modular
and Approach
2. Identify basic marketing concepts

Productivity Tip:
“Start strong! Train your brain to shift to work mode by setting a regular time during the day for your lessons.
Set an alarm and stick to your working hours.”

A. LESSON PREVIEW
Introduction (2 mins)
Today is definitely a day to remember. This will be the start of our fun and exciting journey as future
marketers. But before we proceed for this session, let’s grasp your prior knowledge about the lesson
through answering the pretest prepared below. Do not worry if you do not know the answer. This
objectively means that you have little or no prior knowledge about the lesson.

Instruction: Read the following statements below and write T if the statement is True and F if the
statement is False, on the space provided.

_____1. The people who use products are called consumers.

_____2. Price is the amount of money used in exchange for a product.
_____3. Marketing has 4P’s namely; price, product, promotion, and purchase.
_____4. A trade of value between two or more entities is called exchange.
_____5. Market refers to actual and potential buyers.

You may check your answer by referring to Key to Corrections at the last page

Activity 1: What I Know Chart, part 1 (3 mins)

You will find on the next page a 2-column of Questions and What I Know. I want you to honestly answer
these two questions using your stored knowledge and see if you get it right as we go along. Is that
clear? I am excited to know your answer.

This document is the property of PHINMA EDUCATION

1
 ABM 006: PRINCIPLES OF MARKETING
Teachers’ Guide Module #1

Name: _________________________________________________________________ Class number: _______

Section: ____________ Schedule: __________________________________________ Date: ________________

Questions: What I Know

1. What is the difference
between needs and
wants?
2. What do you think is the
meaning of goods and
services?

B. MAIN LESSON
Activity 2: Content Notes – (13 Minutes)
To deepen your understanding on the concept of the Principles of Marketing, read the following
pre-printed concept notes. Please highlight or underline the key word/s that leads to full
understanding of the lesson.

It is the process of developing, promoting, pricing,

selling, and distributing products to satisfy
customer’s wants and needs.

This document is the property of PHINMA EDUCATION

2
 ABM 006: PRINCIPLES OF MARKETING
Teachers’ Guide Module #1

Name: _________________________________________________________________ Class number: _______

Section: ____________ Schedule: __________________________________________ Date: ________________

THE BASIC CONCEPTS OF MARKETING:

1. Needs refer to a necessity for living.
2. Wants refer to products that are not necessities, but are simply desired by the consumer.
3. Market refers to the group of potential buyers. It refers to a set of actual and potential buyers of a product
who have a common need or want that can be satisfied through exchange.
4. The target market is the group of consumers a business desires to have as customers.
5. Exchange refers to the trade of things or service of value between buyer and seller.
6. Transaction refers to an exchange or trade of values between two parties which measures the number
of exchanges that takes place.
7. Product is anything that a buyer buys and also anything that a company offers to satisfy the market’s
needs or wants.
8. Goods refer to products which are tangible items that satisfy customer’s needs and wants.
9. Services refer to products which are intangible items that satisfy customer’s needs and wants.
10. The consumer is the person who uses the product.
11. The customer is the person who purchases the product. In many cases, the customer is also the
consumer.
12. Customer value is the difference between the value of buying, owning and using the product, and the
cost of the product.
13. Customer satisfaction refers to the difference between the buyer’s expectation and the perceived
performance of the product.
14. Demand refers to one’s need or want for products backed up by his capacity to purchase a product.
15. Quality is "the totality of features and characteristics of a product or service that bears its ability to satisfy
stated or implied needs."
16. Purchasing power is measured by comparing income to the relative cost of a set standard of goods and
services in different geographic areas, usually referred to as the cost of living.
17. A stimulus is any unit of input affecting the five senses. Stimuli can be either internal or external.
18. An innovation is a product perceived as new by a potential adopter.
19. Marketing Mix is also known as the 4P’s of Marketing, which means product, price, place and promotion.
20. Price refers to the amount of money paid by the customers in order to acquire the product or to avail the
services offered.
21. Place deals with the distribution of products, as well as the different channels involved in making the
products available to the people.
22. Promotion are means for firms to communicate or inform the market about their products using various
mediums like advertising, sales promotions, personal selling, and public relations.

This document is the property of PHINMA EDUCATION

3
 ABM 006: PRINCIPLES OF MARKETING
Teachers’ Guide Module #1

Name: _________________________________________________________________ Class number: _______

Section: ____________ Schedule: __________________________________________ Date: ________________

BENEFITS OF MARKETING

1. It creates employment.
2. It helps develop more and better products.
3. It provides better profit.
4. It improves the quality of life.
5. It produces more entrepreneurs.
6. It contributes to economic development.

Activity 3: Skill Building (5 minutes)

How is the learning process so far? This activity will help you develop more your understanding of
today’s lesson. Have fun.

Direction: Read each statement below and encircle the letter that best answer the following
statements:
1. Which of the following is an example of a need?
A) Cara prefers working out at an indoor gym.
B) Aisha feels connected when she has her cellphone on.
C) Adam is hungry.
D) Shun has to complete his essay for tomorrow's class.

2. Which of the following is the best example of a want?

A) Gerard must find a way to get from his apartment to work.
B) Tomas decides to purchase new music for his iPod.
C) Michele is looking for a new place to live after learning that her lease will expire next month.
D) Marie has found a babysitter to watch her toddler son while she is at work.

3. Which of the following is the best example of a service?

A) The medical examination Jonathan had yesterday
B) The music sheet purchased by the piano teacher
C) The cleaning supplies purchased for the veterinarian's office
D) The tee-shirt you got for running in a 5K race

This document is the property of PHINMA EDUCATION

4
 ABM 006: PRINCIPLES OF MARKETING
Teachers’ Guide Module #1

Name: _________________________________________________________________ Class number: _______

Section: ____________ Schedule: __________________________________________ Date: ________________

4. ________ are desires for things that are not essential.

A) Needs
B) Wants
C) Demands
D) Values

5. Which of the following groups is the ultimate judge of a product's utility?

A) Marketers
B) Management
C) Consumers
D) Suppliers

You may check your answer by referring to Key to Corrections at the last page

Activity 4: What I Know Chart, part 2 (2 mins)

Now, this time, answer the question in Activity 1 based on what you learn after studying your notes. This is
to check whether you have fully understood our lesson.

Questions: What I Learned

1. What is the difference
between needs and
wants?
2. What do you think is the
meaning of goods and
services?

Activity 5: Check for Understanding (5 minutes)

This time, let us check your understanding by answering this test. Enjoy! ☺
Direction: Write True if the statement is correct, and False if the statement is wrong. Write your
answer on the blank before each number.
_________1. Marketing is limited to physical products.
_________2. A company's customers are typically not able to influence the company's marketing
decisions.
_________3. One difference between needs and wants is that needs are not influenced by marketers.

This document is the property of PHINMA EDUCATION

5
 ABM 006: PRINCIPLES OF MARKETING
Teachers’ Guide Module #1

Name: _________________________________________________________________ Class number: _______

Section: ____________ Schedule: __________________________________________ Date: ________________

_________4. Automobiles, haircuts, tutoring, and lighting fixtures are all examples of tangible products.
_________5. Marketing is a human activity directed at satisfying needs and wants through the exchange
process.
_________6. Marketing bridges the gap between production and consumption.
_________7. Goods refer to intangible product.
_________8. Exchange is the act of obtaining a desired object by offering something in return
_________9. Purchasing power refers to the financial ability to buy products and services.
_________10. Customer satisfaction is the relationship between benefits and the sacrifice necessary to
obtain those benefits.

You may check your answer by referring to Key to Corrections at the last page

C. LESSON WRAP-UP

A. Work Tracker
You are done with this session! Let’s track your progress. Shade the session number you just
completed to see if how much work you have accomplished and how much work there is left to do.

B. Think About Your Learning

I want you to honestly assess your learnings for today’s lesson. This will tell you to go back or move
forward to the next lesson.

Place a 
Description Explanation
below
Clear I got it!
I understand it for the most part but a
Cloudy
few things are still unclear.
Confusing I don’t get it at all

This document is the property of PHINMA EDUCATION

6
 ABM 006: PRINCIPLES OF MARKETING
Teachers’ Guide Module #1

Name: _________________________________________________________________ Class number: _______

Section: ____________ Schedule: __________________________________________ Date: ________________

FAQs

Q: How important is marketing to a business?

A: Marketing is important because it helps you sell your products or services. The bottom line of
any business is to make money and marketing is an essential channel to reach that end goal.

Q: Is marketing a respected degree?

A: Marketing is a good major because it's extremely versatile and can lead to a variety of high
paying, in-demand careers, with great job satisfaction and opportunities for on-going education.

Suggested Reading: If you can access the internet, try to visit this page:
http://www.pennilessparenting.com/2010/04/needs-vs-wants-cell-phones.html

KEY TO CORRECTIONS

Answers to Lesson Preview:

1. T
2. T
3. F. Marketing has 4P’s namely; price, product, promotion, and PLACE.
4. T
5. T

Answers to Skill Building:

1. C.
Explanations:
× Option A: “Cara prefers working out at an indoor gym” is not a need. The word “prefers” is an
option which does not entail a necessity.
× Option B: “Aisha feels connected when she has her cellphone on” is also not a need. The
feeling to get connected does not signify a necessity. You will not die even if you don’t have a
cellphone.
× Option D: ”Shun has to complete his essay for tomorrow's class” is also not an immediate need.
He may fail his subject if he fails to comply but that does not mean he could die for failing.
 Option C:”Adam is hungry” is the correct answer and a need that needs to be satisfied or
else, his life would cease if he stops eating.

This document is the property of PHINMA EDUCATION

7
 ABM 006: PRINCIPLES OF MARKETING
Teachers’ Guide Module #1

Name: _________________________________________________________________ Class number: _______

Section: ____________ Schedule: __________________________________________ Date: ________________

2. B
Explanations:
× Option A: “Gerard must find a way to get from his apartment to work” is an immediate need and
not a want. Having work means having the capacity to buy the basic necessities in life such as
food and water.
× Option C: “Michele is looking for a new place to live after learning that her lease will expire next
month” is a need for shelter and shelter is not a want.
× Option D: “Marie has found a babysitter to watch her toddler son while she is at work” is also a
need to keep life at work going.
 Option B: “Tomas decides to purchase new music for his iPod” signifies a want. He
could still survive life even if he will not purchase a new music for his iPod.

3. A
Explanations:
× Option B: “The music sheet purchased by the piano teacher” is not a service because music
sheet is a tangible product.
× Option C: “The cleaning supplies purchased for the veterinarian's office” is also not a service
because cleaning supplies are tangible, you can hold them with your hands.
× Option D: “The tee-shirt you got for running in a 5K race” is also not a service because tee-shirt
is tangible.
 Option A: “The medical examination Jonathan had yesterday” is an example of service
because Jonathan has paid a price for something he could not hold.

4. B
× Option A which is need is wrong because needs refer to a necessity for living.
× Option C is not the correct answer because demand refers to one’s need or want for products
backed up by his capacity to purchase a product.
× Option D Values is wrong because value refers to the amount of money that something is worth.
 The correct answer is B because wants refer to desires for things that are not essential.

5. C
× Option A: “Marketers” are not the ultimate judge of a product’s utility but they create needs and
wants.
× Option B: “Management” are responsible for properly handling the business.
× Option D: “Suppliers” are responsible for providing the product or service to the customers or
consumers.
 Option C: “Consumers” is the best answer because they are the ones that purchase and
consume the product and therefore can judge the utility of it.

This document is the property of PHINMA EDUCATION

8
 ABM 006: PRINCIPLES OF MARKETING
Teachers’ Guide Module #1

Name: _________________________________________________________________ Class number: _______

Section: ____________ Schedule: __________________________________________ Date: ________________

Answers to Check for Understanding:

1. FALSE. Marketing is not only for physical or tangible products but also to intangible items.
2. FALSE. A company's customers CAN influence the company's marketing decisions.
3. TRUE
4. FALSE. Automobiles, haircuts, and lighting fixtures are all examples of tangible products except for
tutoring because it is an intangible product that consumers pay for and use but never own.
5. TRUE
6. TRUE
7. FALSE. Goods refer to TANGIBLE product.
8. TRUE
9. TRUE
10. FALSE. Customer satisfaction refers to the difference between the buyer’s expectation and the
perceived performance of the product.

TEACHER-LED ACTIVITIES
1. Check and grade collected SAS and other input from students.
2. Schedule phone calls/virtual calls/virtual chats to individual students or small groups of students to
monitor work, provide guidance, answer questions, and check understanding.

This document is the property of PHINMA EDUCATION

9