PILAR COLLEGE OF ZAMBOANGA CITY, INC.

R.T. LIM BOULEVARD, ZAMBOANGA CITY

BASIC EDUCATION DEPARTMENT

PAASCU Accredited Level III
A.Y. 2020-2021

SENIOR HIGH SCHOOL

GRADE 12

LEARNING
MODULE in
PRINCIPLES IN MARKETING
Unit Topic: THE CONCEPT OF MARKETING

Lesson 1: Marketing Principles and Strategies

NAME: ______________________________________________

SECTION: ___________________________________________

MRS. ROWENA L. ESTERO

TEACHER
Subject Area: Principles of Marketing Quarter: FIRST
Unit Topic: Marketing Principles and Strategies Time Allotment: 180 minutes

Lesson 1: Marketing Principles and Strategies and Customer Relationship:

Customer Service

INTRODUCTION

According to the book, “Marketing”, is a process of creating, distributing, promoting and pricing goods,
services and ideas to facilitate satisfying exchange relationships with customers and to develop and maintain
favorable relationships with stakeholders in a dynamic environment.

In this lesson, the main focus for discussion are the principles and strategies in marketing.

OBJECTIVES:

Students will be able to:

1. define relationship marketing
2. explain the value of customer
3. identify and describe “relationship development strategies
4. illustrate successful customer service strategy in the Philippine business enterprise

5. distinguish between strategic and marketing planning in terms of objectives and processes
6. analyze the elements of macro- and micro-environment and their influence to marketing
planning
7. define marketing research, its importance to a business enterprise and identify the steps in
marketing research
8. describe the consumer and business markets
9. differentiate the buying behavior and decision making of individual/ household customer
versus the business (organizational) customer
10. identify and segment market for a product or service
11. select the appropriate target market segment and its positioning

MOTIVATION

WHAT IS A MARKET?
____________________________

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 DISCUSSION
The Definition of Relationship Marketing

Relationship Marketing refers to “long-term, mutually beneficial arrangements in which both the
buyer and seller focus on value enhancement through the creation of more satisfying exchanges,

Relationship Marketing strives to build satisfying exchange relationships between buyers and sellers
by gathering useful data at all customer contact point and analyzing that data to better understand
customers’ needs, desires and habits.

What is customer value?

Customer value is the satisfaction the customer experiences (or expects to experience) by taking a
given action relative to the cost of that action.

The given action is traditionally a purchase, but could be a sign-up, a vote or a visit, while the cost
refers to anything a customer must forfeit in order to receive the desired benefit, such as money, data,
time, knowledge

Measuring Customer Value

There are many equations and models for measuring customer value. The simplest is this:
Perceived Value = Perceived Benefits / Cost

In other words, for a given set of benefits, as the cost rises, the perceived value drops.

This is an important point. Value does not refer to price. It refers to the perceived benefits stood to be
gained in the context of price. Cost is only part of the equation. Literally.
.
Two identical products with identical exposure can only compete on cost. Two differentiated products
do not have to compete on cost. Products are not just differentiated by their features. They can also be
differentiated because of their brand. If Toyota brings out a car, you may presume it’s reliable because
one of its key brand features is reliability. If another carmaker releases a near-identical car, they may
struggle to compete because they do not share the same customer perceptions.

The same applies to content marketing. For example:

Perceived Value of “The Web Marketers Guide to Reddit” = Learning / Time

The perceived value of your latest blog post can be measured by the reader’s perceived benefit of
reading the content (e.g. learning) relative to the time it took for them to gain that benefit.

The Drivers of Value These are drivers that impact a customer’s perception of value.
Some you can control, some you cannot. For any individual
 Product function
customer they will rank differently in importance. Some people
 Points of differentiation love brands. Some people only buy cheap. Some favor short form
 Quality content. Some people treasure personal relationships.
 Service
 Marketing The fragmentation of customer value is one of the primary reasons
 Branding for segmentation. By identifying groups of people with shared
 Price values you can start to create products and messages that resonate.
 Existing relationships or experience
 Personal bias from experience and upbringing

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 DISCUSSION
Relationship Development Strategies

Customer Relationship Management (CRM) focuses on using information about customers to create
marketing strategies that develop and sustain desirable customer relationships.
Marketing relationships with customers are the lifeblood of all businesses. At the most basic level, profits
can be obtained through relationships in the following ways: 1) by acquiring new customers, 2) by enhancing
the profitability of existing customers, and 3). by extending the duration of customer relationships. In
addition to retaining customers, companies also should focus on regaining and managing relationships with
customers who have abandoned the firm. Implementing the marketing concept means optimizing the
exchange relationship, otherwise known as the relationship between a company’s financial investment in
customer relationships and the return generated by customer’s loyalty and retention.

The Five Tests of Good Customer Relationship Management Strategy

The five tests of good customer relationship management strategy are outlined in the graphic below
1. Create CRM Value Proposition
Magretta describes Porter’s first test, the value proposition, as a reflection of the choices your company makes
(consciously or unconsciously) concerning the kind of value you offer. It is the core component of a customer
relationship strategy because it considers the customer’s point of view or, as Magretta writes, the value
proposition “looks outward at customers.” The value proposition answers three fundamental questions:
a. Which customers will you serve?
b. Which customer needs will you meet?
c. At what price (price accounts for value and profit)?
2. Tailor communication
According to Magretta, this test in Porter’s analysis of good strategy is less intuitive. Porter found competitive
advantage in the performance of business activities (i.e., choosing different activities or performing the same
activities as the competition, but in a different way). Individual business operations link together to form what
Porter refers to as the value chain. Modern CRM processes and technology enhance the communication
between the activities of business operations and the customer. This communication includes marketing
automation, email drip campaigns, or the advertising copy that gives your brand a voice. Tailor
communication activity to the CRM value proposition to satisfy Porter’s second test.
3. Enhance with trade-offs
Porter’s third test of a good strategy focuses on the critical role that trade-offs play, and it is the most
difficult test of business strategy. The essence of making difficult choices — choosing what not to do —
is built on accepting limitations in a competitive market. The need for trade-offs is the critical linchpin
of good strategy, according to Magretta’s work. A sound CRM strategy also requires making sacrifices
or choosing trade-offs. Customer service is both a business process and a culture within a company.
4. Determine fit
“Fit locks out imitators by creating a chain that is as strong as its strongest link,” says Porter. Magretta defines
fit as the “amplifier” and points out that good strategies depend on connecting your business activities with
“interdependent choices.” Porter’s fourth test of good strategy emphasizes that the fit of your value
proposition with your activities is not centered on a single business competence, but on the connection among
many activities. For this step, determine if your business processes align with your customer relationship
strategy. Do the interdependent choices your company makes daily “fit” with your customer relationship
strategy? The performance of your CRM activities impacts the value of individual business activities.
5. Enable continuity
. The fifth and final test of Porter’s strategy principles involves the consistency of your CRM strategy over time.
Without continuity, the competitive advantage that a sound CRM strategy provides will go unrealized. Magretta
uses a cooking analogy to drive home the point: “Strategy isn’t a stir fry; it’s a stew. It takes time for the flavors
and textures to develop.” Achieving continuity is a conversation about change and growth. The widespread
perception that managing change is what defines great leaders is highly plausible. And, the notion that growth for
the sake of growth is a good business strategy is persuasive. Moreover, it is true that constant change to individual
CRM activities and frequent shifts in CRM processes and technology threaten the continuity of your CRM strategy
and reduce the competitive advantage of a sound strategy. However, by leveraging data-driven CRM processes to
implement change strategically, you can avoid the pitfalls of changing too much or changing the wrong things.

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 STRATEGY AND MARKETING
DISCUSSION
PLANNING

CRM 5 Steps to Success What Is a Marketing Strategy?

STEP 1: Understand your business's needs. ... A marketing strategy refers to a
STEP 2: Understand users' needs. ... business's overall game plan for reaching
STEP 3: Understand your future customers' needs. .. prospective consumers and turning them
STEP 4: Define your vision and pick the right system. into customers of their products or
STEP 5: Make a plan and share it services. A marketing strategy contains
the company’s value proposition, key
What is MARKETING PLANNING? brand messaging, data on target
customer demographics, and other high-
Marketing planning is a process that consists of analyzinglevel elements.
current situation and information about
marketing opportunities, forecasting and establishing planning premises, selecting target market(s),
determining marketing objectives, designing and developing marketing strategy or courses of action for
achieving these objectives and allocating resources to the ingredients of marketing effort i.e. marketing
mix and developing procedure and policies.

Elements of macro- and micro-environment and their influence to

marketing planning
The marketing environment of a company is composed of the people, institutions, and forces outside
marketing that influencer marketing management’s ability to develop and maintain a successful
relationship with its target customers.
Constantly watching and adapting to the changing marketing environment is important because the
marketing environment offers both opportunities and threats.
The marketing environment is the combination of the microenvironment and macro environment. the
marketing environment is a set of diverse, dynamic and uncontrollable forces that impinge on an
organization’s marketing operations and opportunities.

Macro Environment of Marketing Micro Marketing environment

Macro environment factors which consist of The micro-environment refers to the

external forces. These external factors influence
the company’s marketing strategy is a great
length.
The external environment factors are
uncontrollable and the company finds it hard to
tackle the external factors.
forces that are close to the company and
affect its ability to serve its customers. It
influences the organization directly.
It includes the company itself, its
suppliers, marketing intermediaries,
customer markets, competitors, and the
public.

Elements of macro-environment of 5 components of the micro

environment of marketing are;
marketing are;
1. Internal Organizational Environment.
1. Demographic factors. 2. Marketing Channel.
2. Economic factors. 3. Types of Market.
3. Natural forces. 4. Competition.
4. Technology factors. 5. Organizational Objectives.
5. Political factors.
6. Cultural factors.

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 DISCUSSION
Marketing Research: Its importance to a business
enterprise and identify the steps in marketing
Market research is defined as the process of evaluating the feasibility of aresearch
new product or service, through
research conducted directly with potential consumers. This method allows organizations or businesses to
discover their target market, collect and document opinions and make informed decisions. Market
research can be conducted directly by organizations or companies or can be outsourced to agencies which
have expertise in this process.
Why is Market Research Important?
With economy being competitive with each passing day it is important for businesses to know and understand
preferences of their consumers. Conducting research is one of the best ways of achieving customer
satisfaction, reduce customer churn and elevate business. Here are the reasons why market research is
important and should not be ignored:
 It provides information and opportunities about the value of existing and new products, thus,
helping businesses plan and strategize accordingly.
 It helps in determining what the customers need and want. Marketing is customer-centric and knowing
the customers and their needs will help businesses design product or services that best suit them.
 By understanding the needs of customers, businesses can also forecast their production and sales.
One of the most difficult aspects for a production manager is to keep inventory stacked. What is
the requirement and how much should be produced to fulfill the needs of the customer? Market
research helps in determining optimum inventory stock.
 To stay ahead of competitors market research is a vital tool to carry out comparative studies.
Businesses can device business strategies that can help them stay ahead of their competitors.
What are Business Markets?
Business markets refer to organizations, businesses or entities that acquire products and services for use in the
production of other services and products. These include goods that are supplied, sold or rented to others. Among
major players in business markets include fisheries, agriculture, mining, transportation, construction, mining,
communication, finance, distribution and insurance services.
Many people are investing in more resources and money in business markets.

What are Consumer Markets?

This is a market whereby businesses or producers sell their products or services directly to the final consumers.
Marketing in consumer markets involves dividing the consumers into markets and targeting them according to
their likes, interests, dislikes, values and opinions.
Characteristics
Business Markets
 Presence of fewer but larger buyers- While the buyers
may be few, they often buy in large quantities
 Geographically concentrated customers- Customers in
these markets are at vast geographical locations
 Final customer demand-driven- Since production is
tailored for the final consumer, the products are tailored
towards the final consumers’ wants and needs
 Inelastic demand- The prices in these markets do not
affect the demands as they do not change much
 Quick fluctuation in demand- Since businesses prefer to
buy sat the lowest prices, an increase in prices decreases
the products purchases since high price selling products
do not sell well in the market
 Professional purchasing units- Due to the need of
maintaining a high level of professionalism, the
purchasing process is very detail-oriented.
 Has a formalized buying process- The purchasing process
involves following the organization’s protocol and the
complete chain of command
Consumer Markets
 Demographic characteristics- This is
the foundation for understanding
consumers and include ethnicity, age,
income, gender, occupation, religion,
nationality, social class, education and
social class.
 Behavioristic characteristics- These
include consumer interests in a product
such as how they intend to use it.
 Psychographic characteristics- This
entails the kind of lifestyle
the customer lives, their interest,
opinions and attitudes as well as personal
values.
 Geographic characteristics- This is
information regarding where the
consumer lives. It includes the climate,
religion or how densely populated the
geographical area is.

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 DISCUSSION

Differences Between a Consumer Buying and a Business Buying Decision Process

Businesses and consumers use different decision-making processes when buying goods and services, with
businesses using more planning and guidelines and consumers often acting on impulse.
Understanding how businesses and consumers make purchasing decisions will help you create better distribution,
marketing and checkout decisions
Needs vs. Wants
Businesses buy what they need, while consumers often buy discretionary items. If you sell to businesses, you
will need to focus your marketing messages on benefits and values. If your product is a discretionary purchase
for most consumers, you can send messages that appeal to desires. You might create an aspirational brand for
your product, or you might associate your product with health, status, beauty, fun or youth.

Planning vs. Impulse

Businesses are more likely to plan their purchases ahead of time — they usually operate on monthly, quarterly
or annual budgets. Consumers are more likely to make spur-of-the-moment (impulse) purchases, or make
reactive purchases (“I’m out of detergent”). Consumers also use the recommendations and referrals of others
in the absence of product knowledge, according to ABC of Marketing.
Businesses Use Procurement
Many business set up a procurement process that must be followed by all employees before they make a
purchase. Some companies require employees to use only pre-approved vendors. If you are a B2B business,
find out which of your customers or potential customers use procurement processes, find out who the
purchasing agent is and find out what you need to do to get into their purchasing system.
Number of Decision Makers
Both businesses and consumers often make purchases in coordination with multiple people. In households,
children often need to get permission from parents to make a purchase, or ask the parent to buy something they
want. Partners often buy items that the whole family will use, and they need input.
Managers at businesses might need permission from their directors or the accounting department. At some
businesses, everyone needs to go through the procurement agent.
Product Knowledge
Businesses will usually do more research and have more expertise about your product or service, especially if
it's an expensive purchase, according to business consultant Ronald Brauner, writing at LinkedIn. Make sure
business buyers can easily find technical information on your website.
Consumers who buy on impulse or because of aspiration will need more education as to your product’s
benefits. Make sure you stress the perceived benefits of your products with these types of buyers

The Purchasing Funnel

Just because a consumer has clicked on the “order” button on your website doesn’t mean you’re even close to
making the sale, according to e-commerce experts Bolt. There are several steps to complete, and your potential
customer can back out any time.
The customer must confirm their shipping address, choose a shipping option, enter a credit card, validate the cost
(including shipping and taxes) and possibly consider another offer you put in front of them during the process.
Analyze your website traffic to learn about sales funnel characteristics that apply to your business — and to see
at which stage you lose most of your customers. This will help you see where you can make changes to your
shopping cart checkout process

Market Segmentation
What Is Market Segmentation?
Market segmentation is the process of dividing a target market into smaller, more defined
categories. It segments customers and audiences into groups that share similar
characteristics such as demographics, interests, needs, or location.

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 DISCUSSION

Eight Benefits of Market Segmentation

The importance of market segmentation is that it makes it easier to focus marketing efforts and
resources on reaching the most valuable audiences and achieving business goals.
Market segmentation allows you to get to know your customers, identify what is needed in your
market segment, and determine how you can best meet those needs with your product or service.
This helps you design and execute better marketing strategies from top to bottom.
1. Create stronger marketing messages
When you know whom you’re talking to, you can develop stronger marketing messages.
You can avoid generic, vague language that speaks to a broad audience. Instead, you can
use direct messaging that speaks to the needs, wants, and unique characteristics of your
target audience.
2. Identify the most effective marketing tactics
With dozens of marketing tactics available, it can be difficult to know what will attract
your ideal audience. Using different types of market segmentation guides you toward
the marketing strategies that will work best. When you know the audience you are
targeting, you can determine the best solutions and methods for reaching them.
3. Design hyper-targeted ads
On digital ad services, you can target audiences by their age, location, purchasing habits,
interests, and more. When you use market segmentation to define your audience, you
know these detailed characteristics and can use them to create more effective, targeted
digital ad campaigns.
4. Attract (and convert) quality leads
When your marketing messages are clear, direct, and targeted they attract the right
people. You draw in ideal prospects and are more likely to convert potential customers
into buyers.

5. Differentiate your brand from competitors

Being more specific about your value propositions and messaging also allows you to
stand out from competitors. Instead of blending in with other brands, you can
differentiate your brand by focusing on specific customer needs and characteristics.

6. Build deeper customer affinity

When you know what your customers want and need, you can deliver and communicate
offerings that uniquely serve and resonate with them. This distinct value and messaging
leads to stronger bonds between brands and customers and creates lasting brand affinity.
7. Identify niche market opportunities
Niche marketing is the process of identifying segments of industries and verticals that
have a large audience that can be served in new ways. When you segment your target
market, you can find underserved niche markets that you can develop new products and
services for.
8. Stay focused
Targeting in marketing keeps your messaging and marketing objectives on track. It helps
you identify new marketing opportunities and avoid distractions that will lead you away
from your target market.

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 DISCUSSION

The Four Types of Market Segmentation

The four bases of market segmentation are:
 Demographic segmentation • Psychographic segmentation
 Behavioral segmentation • Geographic segmentation
Within each of these types of market segmentation, multiple sub-categories further
classify audiences and customers.
Demographic Segmentation .Demographic Market Segmentation
Demographic segmentation is one of the Examples
Age Gender
most popular and commonly used types Income Location
of market segmentation. It refers to Family Situation Education
statistical data about a group of people Annual Income Ethnicity

Where the above examples are helpful for segmenting B2C audiences, a business might use the
following to classify a B2B audience:
Company size Industry Job function
Because demographic information is statistical and factual, it is usually relatively easy to uncover using
various sites for market research.
. Psychographic Market Segmentation
Psychographic Segmentation
Examples
Psychographic segmentation categorizes Personality traits
audiences and customers by factors that Values
relate to their personalities and Attitudes
characteristics. Interests
Psychographic segmentation factors are slightly Lifestyles
more difficult to identify than demographics Psychological influences
because they are subjective. They are not data- Subconscious and conscious beliefs
focused and require research to uncover and Motivations
understand. Priorities
\
Behavioral Segmentation Behavioral Market
While demographic and psychographic Segmentation Examples
segmentation focus on who a customer is, behavioral
segmentation focuses on how the customer acts. Purchasing habits
Behavioral segmentation requires you to know about your Spending habits
customer’s actions. These activities may relate to how a User status
customer interacts with your brand or to other activities that
happen away from your brand. Brand interactions

Geographic Segmentation . Geographic Market

Geographic segmentation is the simplest Segmentation Examples
type of market segmentation. It categorizes
ZIP code
customers based on geographic borders. City
Geographic segmentation can refer to a defined
Country
geographic boundary (such as a city or ZIP code)
Radius around a certain location
or type of area (such as the size of city or type of Climate
climate). Urban or rural

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 PILAR COLLEGE OF ZAMBOANGA CITY, INC.
R.T. LIM BOULEVARD, ZAMBOANGA CITY

BASIC EDUCATION DEPARTMENT

PAASCU Accredited Level III
A.Y. 2020-2021

SENIOR HIGH SCHOOL

GRADE 12

RETURN THIS
MODULE 1
PRINCIPLES OF MARKETING

Unit Topic: THE CONCEPT OF MARKETING

Lesson 1: The Marketng Principles and Strategies

Lesson’s knowledge Check (Activity 1)

Activities 2 to 5
Assessment Page

Name: Date Returned:

Section:

MRS. ROWENA L. ESTERO

TEACHER
Kindly answer the lesson’s knowledge check, activities 1 to 5 and the assessment part with all honesty
and sincerity. You may write your answers in the indicated spaces of the activity.
.

KNOWLEDGE CHECK

ACTIVITY 1: SURVEY SAYS!

Read the following questions and write your answer on the space provided for.
1. What is marketing? What is the focus of all marketing activities? Why?

2. What is marketing research? Why is marketing research important in business?

3. Integration No. 1 (ICV): What values am I expected to learn from the topic of marketing principles??

4. Integration No. 3 (Lesson Across Discipline) How can the knowledge of marketing help in fostering
relationship with your neighbors and community?

5. What is market segmentation? Give one (1) reason why there is a need to segment the market?

Short Essay Rubric:

Standard Excellent Very Good Good Fair

 Explains the topic with correct description and
provides related examples. 5 4 3 2
 Content shows connection of the concept and explains
sensible decision about the topic that can help achieve
the goal.

12
Marketing Principles and Strategies Page 9 of 12
 ACTIVITIES

ACTIVITY 2: TRUE OR FALSE!

Direction: On the space provided before the statement, write TRUE if the statement is correct or
FALSE if the statement is incorrect.

TRUE OR FALSE STATEMENTS

1. Building satisfying exchange relationships between buyers and sellers is the goal
of relationship marketing.
2. Business value satisfies the customer experiences by taking a given action relative
to the cost of that action
3. Demographic segmentation categorizes audiences and customers by factors that
relate to their personalities and characteristics
4. One of the benefits of market segmentation is that it allows you to get to know your
customers better.
5. Target market refers to your customers in a given location.
6. Customer market segments customers and audiences into groups that share similar
characteristics such as demographics, interests, needs, or location
7. Market research allows organizations or businesses to discover their target market,
collect and document opinions and make informed decisions
8. Marketing planning is a process that consists of analyzing current situation and
information about marketing opportunities
9. Value proposition convinces a potential customer why your service or product
will be of more value to them than similar offerings from your competition
10. Marketing relationships with customers are the lifeblood of all businesses.

ACTIVITY 3: MARKETING TERMS

Direction: Each box below contains a letter from the word MARKETING. Write the marketing
term that starts with the letter in the box.

M A R K

E T I N

G
.

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 ACTIVITIES

ACTIVITY 4: IDENTIFYING THE MARKET!

irection: Connect the words/statements in Column A to its correct term in Column B..

Column A Column B

1. characteristically demographic in nature •

2. inelastic demand •  BUSINESS
3. Purchasing process is detailed oriented • MARKET
4. personal value is considered •
5. wholesalers •
6. geographically concentrated customers •  CONSUMER
7. customers’ interests is in its usage of products • MARKETS
8. geographical area is densely populated •
9. follows organizational protocol •
10. foundation for understanding customers through age or gender •

ACTIVITY 5: THINK ABOUT IT!

Direction: Answer the questions in two or three complete sentences. Write your answers inside
the box provided below

1. (Integration No. 2 – Social Integration) How will you use the knowledge of Marketing to help make your
surroundings a better place to live in?

2. Integration No. 4 (Faith/ Biblical Reflection:). Luke 6:31: How will you relate the bible verse
with the lesson discussed about Marketing Principles: “And as you wish that others would
do to you, do so to them”.

Short Essay Rubric:

Standard Excellent Very Good Good Fair
Content shows connection of the concept and explains sensible 5 4 3 2
decision about the topic that can help achieve the goal.

Marketing Principles and Strategies Page 11 of 12 12

 SUMMARY

In this lesson, you learned the principles and strategies used in marketing. You also learned about the
different types of markets.

ASSESSMENT
IDENTIFICATION

Direction: Indicate in your own terms/words the 5 ways to succeed using the CRM..

1. ___________________________________________________
2. ___________________________________________________
3.___________________________________________________
4. __________________________________________________
5. ___________________________________________________

EXIT INSTRUCTIONS

Answer activities with all honesty and sincerity. Check your answer on the lesson’s knowledge check
(Activity 1) , activities 2 to 5 and the assessment part to ensure that all blanks have been answered. Make
sure that you do not leave any blank space unanswered. Please do not forget to write your name and the
date of submission of your answer sheets.
The entire module should be submitted back to the teacher before getting the next module.

SUPPORTING REFERENCES

Customer Value: What it Means & Why It's Important - Builtvisible

builtvisible.com › Blog
www.slideshare.net › velibahceci › relationship-develop...
www.questionpro.com › ... › Market Research
Read more: Difference Between Business Market and Consumer Market | Difference
Between http://www.differencebetween.net/business/difference-between-business-market-and-
consumer-market/#ixzz6pOEggmdS
smallbusiness.chron.com › ... › Buying a Business
blog.alexa.com › types-of-market-segmentation
www.iedunote.com › marketing-environment
www.economicsdiscussion.net › marketing-2 › marketing..

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