Local Media2225959433453843162

SIBUGAY TECHNICAL INSTITUTE INCORPORATED
Lower Taway, Ipil, Zamboanga Sibugay

www.sibugaytech.edu.ph
alface01@yahoo.com
School President: 09171271826 / 09171271902 Academic Dean: 09064393454

Registrar: 09353420564 Guidance Coach: 09497510953
DSA: 0935119087
PRINCIPLES OF MARKETING
LEARNER’S MODULE
(2ND SEM. of S.Y. 2021-2022)
STUDENT’S NAME: _________________________________________________________________________
GRADE, STRAND & SECTION: ___________________CONTACT #: _________________________
FB NAME: ____________________________________________________________________________________
TEACHER: Lucille Jane M. Vigilia
CONTACT NO. : 09550331867/09380201518
FB NAME: Lucille Jane Vigilia 1

JAVIER, MA. BELLA – BOT (09171271902
LUCILLE JANE M. VIGILIA – TEACHER (09380201518)
TABLE OF CONTENTS
COVERAGE DATE PAGE
MODULE 1: THE PRINCIPLES OF MARKETING WEEK 1-3, ( FEB. 1 - 18) 3 - 16
UNIT TEST EXAM WEEK 4, ( FEB. 21- 25)
MODULE 2: THE ENVIRONMENT AND ITS WEEK 5, (FEB. 28 - MAR. 4) 17 - 20

OPPORTUNITIES
MODULE 3: MARKET SEGEMENTS AND WEEK 6-7, ( MAR. 7 – MAR. 11) 21 - 32
CONSUMER BEHAVIOR
PRELIM EXAM WEEK 8, (MAR. 14 – 18)
MODULE 4: POSITIONING WEEK 9, ( MAR. 21-25) 33 - 34
MODULE 5: PRODUCT STRATEGIES WEEK 10 & 11, ( MAR. 28 – APR. 8) 35 - 43
MIDTERM EXAM WEEK 12, ( APR. 11-15)
MODULE 6: PRICING STRATEGIES WEEK 13-14, (APR. 18 – 29) 44 - 46
PREFINAL EXAM WEEK 15, (MAY 9 – 13)
MODULE 7: PLACE AND PLACEMENT WEEK 16, (MAY 16 – 20) 47 - 48
MODULE 8: PRMOTION STRATEGIES WEEK 17-18, (MAY 23 – JUNE 3) 49 - 50
FINAL EXAM WEEK 19, (JUNE 6-10)
2
UNIT TEST COVERAGE (Module 1)
Module-1, Week 1 &2

Reference: Principles of Marketing by AB Ilano
Chapter 1: The Principles of Marketing
Learning Objectives:
1. Define and understand marketing
2. Describe the traditional approaches to marketing
3. Discuss the goals of marketing
4. Identify and explain contemporary marketing approaches
Preliminary Questions:
• Define marketing in your own words, based on what you understand about it so
far.
________________________________________________________________
________________________________________________________________
________________________________________________________________
________________________________________________________________
________________________________________________________________
________________________________________________________________
Lesson 1: A Framework for Marketing
Introduction
“ Marketing is all about creating value through the exchange process.”
Marketing – a process that begins right at the moment when an aspiring entrepreneur
or business development manager (or marketing manager) realizes that there is an
opportunity to build up a business.
Effective marketing needs the involvement and support of the following fields:
• Operations • Information systems

• Finance • Corporate planning
• Human resources
According to Peter Drucker the aim of marketing is to “make selling superfluous”. In
other words, he believed that marketing is all about making products somehow sell
themselves, so that getting products to move will become easier.
3
Definition of Marketing
Marketing – is the activity, set of instructions, and processes for creating,

communicating, delivering, and exchanging offerings that have value for customers,
clients, partners, and society at large.
- There is a give-and-take relationship that lies at the heart of marketing.

Marketers seek to provide valuable products and services to customers.
In return, they also need to benefit from it. Of course, this generally
happens through the revenues that companies receive from customers.
In a simplest way, marketing is about meeting needs profitably (Kotler and Keller
2006).
In this lesson, we shall be using the word product, and in the context of marketing
product does not refer to intangible products but applies to anything that is being
marketed, whether it is tangible, an intangible good, a service, a place, or even person.
Examples of Products:
• Amusement parks • Hotel accommodations

• Apps on smartphones • Legal-advice
• Banking services
The Marketing System
The ecosystem of marketing may be illustrated by the following model (Kotler 2000):
The Generalized Marketing System.
Industry – composed of the businesses that seek to sell a particular kind of good or
services.
4
Market – composed of all current or potential consumers for the given kind of good or
service.
3 Components of Marketing Process:
1. Strategic Marketing
- Customer Segmentation
- Target Market Selection
- Value Positioning
2. Tactical Marketing: Value Development
- Product Design and Development
- Product portfolio management
- Service development
- Pricing
- Distribution and logistics
3. Tactical Marketing: Value Communication
- Sales force strategies
- Sales promotion strategies
- Advertising
Strategic marketing takes care of the more long-term, timeless nature of the business
proposition, while tactical marketing takes care of the more short and medium term,
flexible aspects of the market strategy.
Lesson 2: Needs, Wants, and Demands
Need – is a state of felt deprivation about something that is deemed to be necessary.
Examples of need:
-Food -Education
-Clothing -Heard, loved and to be understood
-Shelter
5
Maslow’s Hierarchy of Needs
Wants – are the specific manifestations of needs. It is a strong desire for something.
Demands – are wants that are backed by purchasing power. Without this purchasing
power, a want is simply something on someone’s wish list.
Lesson 3: Marketing origins, Exchange, and Value
The Origins of Marketing
4 Stages of Marketing
❖ Stage 1. Supply< Demand

- When the supply is less than the demand, manufacturers generally have
no problems selling whatever they produce. This is typically called as
“seller’s market” and the sellers have the upper hand in these situations.
The market is hungry for the product and has the disposable income to
pay for it.
6
- The demand is there, so you just have to produce as much of your
product as you can in order to meet it. This mindset is called “production
orientation”.
❖ Stage 2. Supply< Demand, Competition Growing

- The entry of competitors in a potentially huge market space generally
leads to innovations as challengers strive to make their offerings
different enough. Improved quality, new and better comfort, and better
design – all of which are undertaken with the hope that the product will
speak itself and that consumers will choose your products based on the
merits of your wares. This mindset is called “product orientation” and it is
often colloquially referred to as “building a better mousetrap”.
❖ Stage 3. Supply > Demand

- When business begin to crowd into limited market space, then
competition can get quite fierce. Especially if the business are not
particularly savvy in either offering least cost options or in differentiating
their products. In such cases, it is the sales force that may be best come
to the rescue. The sales force becomes the front liners who take matters
into their hands and push the products directly to the customers. Using
sales organizations to push your product is called sales orientation.
❖ Stage 4. Supply > Demand, Customer-centric Strategies Emerge
- As a competition becomes fierce, firms soon realize that a better way to
compete would be by prioritizing customer needs more than their own.
When the mindset moves to this sphere, then this is the starting point for
a marketing orientation.
Exchange
Marketing is all about fostering positive exchanges. it is imperative that the customers
feel better after a transaction because otherwise that may feel they should have spent
their money elsewhere – a feeling that will prevent them from becoming loyal
customers.
To successfully make such marketing – oriented exchanges happen, it is essential that

companies know what the market really needs. Knowing what the market truly needs
will come from gaining useful insights into what consumers are really looking for.
Value
7
Consumers generally value a product or service when it provides them with utility.
5 kinds of Economic Utility:
1. Form Utility – a product by its very form. A person will value vegetables sold in
the market because it saves her effort of having to grow the vegetables herself.
2. Place Utility – the convenience offered by making a product available around
the proximity of the customer is also valued.
3. Time Utility – if a firm can offer a product or service far quicker than alternative
providers, the customer will also value this speed of service.
4. Possession Utility – for some products, mere ownership is already valued by
the customer.
5. Information Utility – knowing certain things about the product can already
imbue it with value.
8
UNIT TEST ACTIVITIES (Activity 1, 2 & 3)
Activity 1.
I. List me! List 20 products of your choice whether intangible or tangible.
1. 11.
2. 12.
3. 13.
4. 14.
5. 15.
6. 16.
7. 17.
8. 18.
9. 19.
10. 20.
9
II. Discussion.
1. Explain in your own word why marketing is principally about

communication.
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
2. Explain how a newspaper engages in marketing. What is its market? What

is it selling?
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
10
Activity 2.
I. Work on your own. “The New Beverage Project”. Design a new beverage for the
consumer market. Focus on the ability to address the needs that a particular consumer
may have. Discuss your product proposal and explain what needs you seek to
address.
11
II. Discussion.
1. Give 1 example each of the popular brands across these three different
categories: (a) sneakers, (b) automobiles, and (c) junk food. For each of the
identified brands, what emotional need does each seeks to satisfy? Discuss,
critique and analyze.
Sneakers Need Satisfied How/Why
12
Automobiles Need Satisfied How/Why
Junk Food Need Satisfied How/Why
13
2. Think of a very expensive product that you aspire to have. Assuming that you do
not have the budget for this, think of a cheaper alternative. Now, imagine buying
this cheaper alternative and having it with you right now. Are you happy with it?
Are you contented with it?
Aspirational Product:
More Economical Alternative:
How do you feel about having the more

economical alternative? Explain your
feelings.
14
Activity 3.
I. Give three examples of what you believe to be are valuable products and explain
why you think these are valuable.
1.
2.
3.
15
End of unit test module, CUT THE ACTIVITY SHEETS in
the module place it in a long folder. Submit before unit
test examination.
ANNOUNCEMENT: WEEK 3 (Feb. 17,18 &19) – Schedule for Unit-Test

Examination.
NOTE TO SELF: Online Long quiz on February 12.
Assignment: (on a separate sheet of bond paper)
1. Search in the internet about “Contemporary Approaches to Marketing”. Give

examples on how marketing is applied in businesses by comparing 2 business
organizations that operate a similar business.
16
PRELIM COVERAGE (Module 2 & 3)
Module-2, Week 4
Chapter 2: The Environment and Its Opportunities
1. Know the different layers of the marketing environment
2. Be able to perform elementary environmental analyses.
3. To know the components of a marketing information system.
4. Be able to put together a market research plan.
5. Know the different market categories.
Lesson 1 Analyzing the Environment
“Research is the key to understanding the business environment.”
You cannot just make a product and sell it in a vacuum. As it turn out, the environment
in which you will try to sell your product can greatly affect your marketing strategy. It
includes factors such as a nature of your market, the nature of your competition, the
nature of the playing field, what the up and coming trends are, and how you can gather
information about all of these.
The Marketing Environment
You cannot just launch a product without first knowing anything about the world at
large. In fact, you need quite a bit of information before you can even begin to roll out
your product idea; Information about competitors’ products and strategies, the market
and its behaviors, government regulations regarding your proposed product, alternative
options, economic trends, distributors and their behaviors, and much, much more.
In short, the first thing that you must do in marketing is your homework.
The problem, however, is that the world is pretty complex- with so many things to scan
and monitor. It does take time and effort to analyze each and every element in it. How
would you know which aspects of the environment are worthy of your attention. This
17
lesson will be all about how you can simplify the process of environment scanning by
focusing on the most essential areas for assessment.
Micro environment:
Internal environment- refers to the business itself; what are you selling, how your
organization is set up, what your organization’s strengths And weaknesses are, what
your resources happen to be, what your company’s core values and mission are, and
essentially anything about your company that matters.
Here is a checklist of things that you may want to assess in your company’s internal
environment;
•Company cash flow- How much money does it have and how much does it expect to
flow in over time?
•Organizational structure- What personnel are available and who is accountable for
marketing initiatives?
•Assets and other resources- What property And equipment would it have access
to?
•Strategic Alliances- What organizations do the business currently have good working
relation with?
•Products and service- what are already being offered, if any?
Competitive environment
18
On the other hand, refers to the immediate industry in which your company is doing
business. If you are running a bank, for instance, then your competitive environment
may consists of all the competing bank branches in your territory and possibly even
substitutes such as pawnshops and even sketchy loan sharks who lend money to
small entrepreneurs in your area.
Here is a checklist of what to look out for in your competitive environment;
•Competitors- Who they are and what their respective strengths and weaknesses may
be.
•Competing products and services- What these are, what their target markets are,
and what their respective strengths and weaknesses are.
•Substitutes- What alternative products or services your markets might be considering

rather than your core product.
Michael Porter’s Classic 5 Forces Model (Porter 1979)
- Is popularly used framework for understanding the competitive structure

of an industry.
The above model implies that it is not just rivalry from competitors that threaten a firm’s
existence, but even its suppliers, buyers, new players, and product substitute.
A. Competitors – can spend sums of money to steal market share from the firm.
B. New Entrants – possibly joining the industry.
19
C. Suppliers – supplier can decide to increase their prices because of the firm is too
dependent to the supplier.
D. Buyers – may be a possible new entrants to the industry.
Macro Environment
- Composed of environmental variables that are typically beyond the

control of any organization.
PEST is a component of macro environment, which stands for
• Political – tax, government vs. the industry.

• Economic – is the market growing or shrinking?
• Social – population growth, interest, lifestyles and how the market behaves in
terms of buying.
• Technological – new technologies that are changing the business landscape
Lesson 2: Market Research Methods
The Marketing Information System:
Market Internal Market

Intelligence Records Research
Market Information System (MIS)
- Is the people, equipment, and procedures used to gather, sort, analyze,

evaluate and distribute needed, timely, and accurate information to
marketing decision-makers.
Components of MIS:
• Internal Reporting/ Internal Record – documents in the company
20
• Marketing Intelligence – set of procedures and sources used by managers to
obtain everyday information about development in the marketing environment.
(newspapers, social networks)
• Marketing Research – the systematic design, collection, analysis and reporting
of data and findings relevant to a specific marketing situation facing the
company. (surveys, exploratory studies of a market)
Research Process
Market research is primarily concerned with understanding the nature of a

market. Some of the questions that a market research typically seeks to answer are:
• Who are our typical buyers?

• Where do our buyers come from?
• How big is our market?
• What are our customer’s aspirations?
• How do our customers buy?
• Why do customers refuse to buy our products?
The Process involved in conducting a market research:
• Define the problem and research objectives

• Develop the research plan.
o Data sources o Sampling plan
o Research approach o Contact methods
o Research instruments
• Collect the information
• Analyze the data
• Present the findings
Research Methods:
1. Observation – best use when trying to answer questions involving how a market
behave.
2. Survey Research – best use when trying to determine a market’s opinion,
perceptions, and basic demographic data.
3. Focus Groups – useful for gathering strong opinions and beliefs from a given
target market.
4. Experimental research – means of answering a hypothesis through the use of an
experiment.
21
Bias – sample may not perfectly represent the population.
Examples of biases:
• Phone or online interviews

• Mail or email surveys
• Questions regarding income
• Lesson 3: Demand Forecasting
Measuring and Forecasting Demand
If you have a product idea in mind and you are intent on putting together a business to
bring it to the market, then one of the first things that you need to know is how big your
potential market would be.
The Market Categories:
1. Potential market – those who express some level of interest in a product.

2. Available market – is the subset of the potential market who have the interest,
income, and access to the product.
3. Qualified available market
4. Served Market – the company can actually service with its current state of
logistics.
5. Penetrated market – already actively using the product.
The Market Demand
- For a product or service, on the other hand, is the total volume of the
sales that is generated by a defined geographical area, time period, and
marketing environment under a defined marketing program. It is factual
number, meaning that market demand by definition is something that
has already happened.
22
Forecasting Demand for an Existing Product
• Listening to what people say. (sales force opinion, experts opinion, buyers’
opinion)
• Assessing what people have done. (statistical analysis of past sales data or
related data)
Time Series Analysis
Uses data from previous periods to forecast the following period’s sales.
Example: 2017 sales were 30, 000, while 2018 sales were 33,00 with an average
growth rate of 10%, what is the expected sales for the year 2019 using the time series
analysis?
Answer: 33, 000 x 1.10 = P36, 300
Regression Analysis
Uses historical data but include economic indicators such as gross domestic
product, the performance of related industries and leading indicators.
Forecasting Demand for a New Product
Chain Ratio Method
Example: Estimate the demand for a new toothpaste, Powerglow. Powerglow is initially
targeted to appeal to males aged 13-18, residing in Ipil, and who to feel like men
already.
A = Number of teenagers aged 13-18 in Zamboanga Sibugay. (Based on

Census)
X B = percentage of population residing in Ipil. (Based on Census)
X C = Percentage of males in the population. (Based on Census)
X D = percentage of teenagers who want to feel like adults (survey research)
A x B x C x D = Estimated potential market
Generally, the best way to predict demand for a new product is to first set uo a test
market for it – launching the product in a smaller location and conducting an exact but
smaller-scale market strategy in order to assess the actual sales that will occur.
23
Incremental Growth
Entrepreneurs want to have an idea about how big the demand could be for their
product so that they can plan how much to invest for their operations, logistics, and
working capital requirements.
The process can be outlined as follows:
1. Start small, producing small quantities of the product at first.

2. Test the market’s reaction and if the demand has the potential to grow.
3. If a favorable market response is detected, scale fast by immediately investing in
additional production capacity in incremental and manageable steps.
“Start small, scale fast, think big.”
24
Module-3, Week 5
Chapter 3: Market Segments and Consumer Behavior
1. Know the factors that affect consumer behavior.
2. Understand the different buying roles.
Lesson 1: Consumer Behavior
Factors That Affect consumer Behavior:

1. Culture 3. Personal Factors
2. Social Factors 4. Psychological Factors
Socio Economic Class

• A Prime – the wealthiest class
• AB – upper income class
• Upper C – upper middle class
• Broad C – broad middle class
• Lower C – lower middle class
• DE – lower class
Lifecycle Stages
• Bachelor Stage – young single and independent
• Newly Married Couple – young, no children
• Full Nest I – families with children, with youngest below six years.
• Full Nest II – families with children, youngest child six years old or older.
• Full Nest III – Families with dependent children.
• Empty Nest I – older married couples, no children living with them.
• Empty Nest II – older married couples, retired, and no children living with them.
• Solitary Survivor I – older, no family, and supporting self
• Solitary Survivor II – older, no family and retired
Buying Roles
1. Initiator – the person who first suggest of buying a product.

2. Influencers – people who can influence the eventual selection of what to buy.
3. Decider – has the final say on what to buy.
4. Buyer – who makes the actual purchase.
25
5. Users – the person or persons who end up actually using a product.
Types of Buying Behavior
1. Complex buying Behavior – arises for important purchases where there are so
many different features and attributes with each brand.
2. Dissonance reducing behavior – occurs when consumers want to make life

simple.
3. Variety-seeking behavior – occurs when the product involves minimal risk but
there are so many choices.
4. Habitual buying behavior – consumers feel that the product is worth it.
26
PRELIM ACTIVITIES (Activity 1, 2 & 3)
(MODULE 2)
Activity 1.
I. Discussion
1. What other elements of a company’s internal environment could you think of what
could be important to analyze?
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
2.What are the environmental variables that a small corner barbecue stand should be
most interested in?
Environmental Variables Why
27
3. Why should a company be concerned about substitutes and potential substitutes?
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
4. Give examples of products and their potential substitutes.
Product Potential substitutes
28
II. Work on your own. (on a separate sheet of short bond paper)
1. Trend versus Fads. What is the difference? Discuss and give 3 examples for each.
Attach a cut out pictures/printed pictures/drawings.
29
Activity 2:
I. Work on your own.
1. Identify one product, observe the way the customers buy a product by taking note of
the following: attach a picture of a product.
• How old is typically the buyer of the product?

• Who they tend to shop with?
• How do they typically shop and select?
• How do they pay? (cash/card/etc.)
30
Activity 3:
1. Estimate Demand. Identify a food place you once visited. It could be a food cart, a
small take-out stall, a dinner, a quick service food place, or a fine dining restaurant. List
your observation on; name of the food place, what are the menu items, who tend to
visit, etc.
2. Estimate how much sales it generates per week without asking the personnel at the
food place. Estimate the demand using the chain ratio approach, observations and
some calculation.
31
(MODULE 3)
Activity 1: Home Buying Roles. Indicate the roles of each of your family members.
1. Initiator ______________________________________________
2. Influencers ___________________________________________
3. Decider ______________________________________________
4. Buyer _______________________________________________
5. Users________________________________________________
End of prelim module, CUT THE ACTIVITY SHEETS in the

module place it in a long folder. Submit before Prelim
examination.
ANNOUNCEMENT: WEEK 6 (March 14, 15 & 16) –

Schedule for Prelim Examination.
NOTE TO SELF: Online Long quiz on March 12.
32
MIDTERM COVERAGE (Module 4 & 5)
Module-4, Week 7
Chapter 4: Positioning
1. Understand the premise behind product positioning.
2. Know the fundamentals of how to position a product.
3. Know the fundamentals of identifying and establishing product categories.
Discussion:
Lesson 1: Positioning
Definition:
Positioning defines where your product (item or service) stands in relation to others
offering similar products and services in the marketplace as well as the mind of the
consumer.
Description:
A good positioning makes a product unique and makes the users consider using it as a
distinct benefit to them. A good position gives the product a USP (Unique selling
proposition). In a market place cluttered with lots of products and brands offering
similar benefits, a good positioning makes a brand or product stand out from the rest,
confers it the ability to charge a higher price and stave off competition from the others.
A good position in the market also allows a product and its company to ride out bad
times more easily. A good position is also one which allows flexibility to the brand or
product in extensions, changes, distribution and advertising.
Points of Difference and Points of Parity
Points of Difference
- refers to the attributes or benefits that the market associates primarily

with a particular brand, to the point that the market believes that no other
33
brand offer these attributes or benefits to the same degree as that
brand.
Example: Branded medicines were believed to be more effective for medication by the
market than of the generic products. The truth is they are both the same in terms of
contents but since the branded medicines has managed to promote itself as effective,
the market has perceived branded medicines to be the most effective among all.
Points of Parity
- are market expectations about what products in a particular product

category should be or should have.
Example: For instance, all soaps are expected to smell good – this is the point of
parity.
Packaging - can in fact be an opportunity for creating points of difference especially in

highly competitive product categories where the actual product itself has minimal
differentiation.
34
Module-5, Week 8
Chapter 5: Product Strategies
1. Be Able to formulate the viable business models for product concepts.
2. Know the basics for constructing a business plan.
3. Understand the nature of brand
4. Understand the nature of brand equity.
5. Know the fundamentals for estimating brand value.
Discussion:
Lesson 1: New Product Strategy
Creating the Business Model
Business model refers to the mode by which the product concept seeks to make
money so that it can have a sustainable operation.
Example of Alternative Business Model:
• Facebook began its first years purely as social media site with no clear business
model in place. But eventually the model become clear: claim as many users as
possible and then utilize them as a massive pool of captive viewers for attracting
advertising revenues.
Alternative Revenue Generation:
• Advertising • Rent or Lease

• Sponsorship • Subscription
• Donations
The Business Plan
- Serves as a road map for bringing the product idea to life and it specifies
the details that would help to make selected business model work.
Business Plan includes:
• Statement of Opportunity
35
• Environmental analysis • Business strategy
• Market estimates and market • Risk Analysis
segments • Financial forecast
• Competitive analysis
Competitive Strategies
Consider the following in creating a business plan:
1. Least Cost - lower cost for production and affordable products

2. Differentiation - distinct
3. Niche – focuses on the needs of a very specific target market.
Lesson 2: Branding
Discussion:
Brand – is a mark of distinction that can be sensed usually in the form of names or
terms, signs or symbols, design elements, or even a combination of these, and is
utilized for the purpose of identifying and distinguishing the goods or services of one
provider from another.
Consistency is one factor in brand management.
Functions of Brand:
1. It identifies the product or service.

2. It communicates messages to the markets and to the public.
3. It functions as a legal property.
Elements of Brand
A brand is not just a name. Today’s brands are composites of various elements
including:
• Trade mark – by which the product is to be known as.

• Generic Category – category in which the brand would fall under, such as
beverage, search engines, or quick service restaurant.
• Logo – the visual symbol or image that will identify the product.
• Tagline – an optional catchphrase. BDO: “we find ways”
• Visual cues – visual identifiers, example green and red lines of seven eleven
• Shapes – the actual shape or form of packaging
36
• Colors – yellow cab is quickly distinguished because of its color.
• Sounds – advertising and jingles.
• Scents – signature fragrance
• Tastes – special recipes or secret ingredients
Elements of Logo Design
1. Keep it simple.
2. Make it relevant.
3. Incorporate tradition.
4. Aim for distinction.
5. Commit to memory.
6. Think small.
7. Focus on one thing.
Levels of Meaning
A brand is just a signifier. But as a signifier, it can manage to have several layers of
meanings. The following are six levels of meanings that a brand can have:
• Attributes – Characteristics of a product itself.

• Benefits – gain for patronizing the product.
• Values – family ties, independence, creativity, innovation, and risk-taking
• Culture – culture that the brand is classified with.
• Personality
• User – specific target market.
37
MIDTERM ACTIVITIES (Activity 1, 2 & 3)
(MODULE 4)
Activity 1: Work on your own.
I. Competing in a crowded burger market. Given the situation, you are about to
formulate one of the best tasting burger in IPIL but it is known to have a many
competitors. How will your burger stand out among those?
Give your burger outlet name, and describe your product concept – product
description, price, packaging and other distinguishing features. Include drawings or
pictures of your product and product packaging.
38
II. Discussion
1. Give 3 examples of popular products with very clear benefits.
Product name: Benefits:

1.
2.
3.
Cite some possible reasons why the above examples have managed to communicate
very clear benefits.
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
__________________________________________________________________
39
2. Think of 3 examples of “confusing” products – products that you cannot quite
classify or understand what they are useful for. Try to explain the sources of your
confusion.
Product name: Your reason for your confusion
1.
2.
3.
40
Activity 2: (MODULE 2 & 3)
I. Work on your own. (on a separate sheet of short bond paper)
1. Bringing a New Product to Life. Surely you must have a good idea for a product at
one time or another? You have to choose a business idea with a business potential.
• Business idea
• Describe the market opportunity that you seek to address.
• Summarize the business model that you believe works best for your idea.
• Describe your target market and positioning for your product that you hope
will most attractive to the market.
41
II. (On a separate sheet of short bond paper).
Referring to your business idea in Activity 2.I, Draw and create your own product
packaging using the elements of branding.
Example is Given Below:
42
examination.
ANNOUNCEMENT: WEEK 9 (April 15, 16 & 17) – Schedule

for Midterm Examination.
NOTE TO SELF: Online Long quiz on April 12.
43
PRE-FINAL COVERAGE (Module 6 )
Module-6, Week 10
Chapter 6: Pricing Strategies
1. Understand the evolution of pricing strategies.
2. Gain insights into the subjective nature of pricing.
3. Be introduced to the complex dynamics between suppliers and sellers,
particularly with regard to pricing.
Discussion:
Lesson 1: Origins of Pricing
Pricing, as the term is used in economics and finance, is the act of establishing a value
for a product or service. In other words, pricing occurs when a business decides how
much a customer must pay for a product or service.
What Is Pricing?
- Pricing refers to the decision-making process that goes into establishing

a value for a product or service. There are many different strategies that
a business can use when setting prices, but they are all a form of
pricing. The price that's set during the pricing process is what the
customer will pay for that product or service.
How Does Pricing Work?
- There are many pricing methods, but for the most part, they all boil down
to some variant of three general approaches.
Cost-Based Pricing
- This approach ignores (in theory, but not always in practice) what other
sellers are setting their prices for the same product or a similar one.
Instead, this pricing strategy bases the selling price on its relation to
cost. Mark-up pricing, otherwise known as cost-plus pricing, is an
example of this approach.
- There may be common mark-up rates among industries, but ultimately,
the decision comes down to individual retailers. A music shop, for
example, may decide to mark-up guitars by 50% and keyboards by 60%.
44
That means the price a customer pays for a guitar would be the cost the
music shop paid plus 50% of that cost. A competing music shop on the
other side of town may or may not use similar mark-up figures.
Competitive Pricing
- Competitive pricing, as the name suggests, looks to the seller's

competition before setting a price. Knowing the competition's prices can
give you a framework for your pricing. You may decide to match the
competition, undercut them, or, if you feel you offer a better product or
service, charge more than them.
NOTE : One example of competitive pricing is penetration pricing, wherein a business

purposefully sets an extremely low price to allow it to compete and gain a foothold in
the industry. Once the business is more established, it will raise its price to be more in
line with the competition.
Demand-Based Pricing
- This approach responds primarily to movement in demand—whether it's

waning or growing. If demand is growing, a seller may increase the
selling price, especially as supply becomes more limited. The housing
market exemplifies this. Home prices are primarily based upon the
number of buyers in the market and the number of homes available for
sale.
- Discount sales show how demand-based pricing works when demand is
waning. Decreasing demand leaves a lingering supply, and the business
may decide to lower prices to clear out the remaining inventory.
45
PRE-FINAL ACTIVITIES
Activity I.
1. Name the price. Refer to your midterm activity, set price for the product you plan to
develop. First, list the expenses incurred with prices and set your product price.

examination.
ANNOUNCEMENT: WEEK 11 (May 12, 13 & 14) – Schedule

for Pre-Final Examination.
NOTE TO SELF: Online Long quiz on May 7.

46
FINAL COVERAGE (Module 7)
Module-7, Week 12
Chapter 7: Place and Placement
1. Understand the dynamics between a firm and its distribution system.
2. Know the functions of distribution channels
3. Know the key factors to consider when setting up a distribution system.
Discussion:
Lesson 1: Place: Distribution Design

The Purpose of Place
Place refers to distribution or the methods and location you use for your products or services to be
easily accessible to the target customers.
Your product or service dictates how it should be distributed.
If you own a retail shop, for example, the distribution chain ends with you and you supply to your
customers directly.
If you own a factory, your options will be to either sell your products directly or sell them to retailers or
vendors as your distribution strategy.
Distribution Channels
- Involved in the process of making a product or service available for use or for
consumption by the consumer or individual user.
-
3 Identified Distribution Channels:
1. On-trade Channels – these are places where the products are directly consumed, such as bars
and restaurants.
2. Off-Trade Channels – these are stores where the products are bought for later consumption,
such as supermarkets, wine shops, and liquor stores.
3. Duty-Free Channels – because duty free malls represent a significant bulk of sales of imported
liquors, it is segregated as a special off-trade channels, with consumers being limited to
Balikbayan or returning overseas workers.
Terms and Responsibilities for Distributors
• Price Policies • Territorial Rights

• Conditions of Sale • Service and Responsibilities
47
Functions of Distribution Channels
• Gather information about customers • Finance consumer purchases

• Communicate and Promote products • Assume risks of channel work
• Reach proper market • Move physical products.
• Negotiate with buyers • Provide payment facilities
• Take orders • Oversee transfer of ownership
• Finance inventory-keeping
Types of Distributorships
1. Online resellers 4. Value Added Resellers

2. Wholesalers 5. Professional sales agencies
3. Company sales force 6. Specialty dealers
Types of Retailers
1. Specialty stores 5. Discount Stores

2. Department stores 6. Superstores
3. Supermarkets 7. Showrooms
4. Convenience stores
48
Module-8, Week 13
Chapter 8: Promotion Strategies
1. Know the components of the promotion mix.
Discussion:
Lesson 1: Promotion Mix
Advertising:
• Television
• Radio
• Print
49
FINAL ACTIVITY (Activity 1)
Activity 1: Final Output
I. Market your product. Make an advertisement for the product you plan on previous
activities. Work on a video advertisement and a printed product flyer as a means of
advertising your product. Show your creativity.
End of Final module. Submit before Final examination.
ANNOUNCEMENT: WEEK 14 (June 9, 10 & 11) – Schedule

for Final Examination.
NOTE TO SELF: Online Long quiz on June 4.
50
REFERENCE: Principles of Marketing by AB Ilano
Prepared by: Attested by:
LUCILLE JANE M. VIGILIA

Instructor
Noted by:
51
Email Address: Alface@gmail.com
Telefax: (062)222-2469, Mobile No.: 09285033733
(COLLEGE)
CHED ACCREDITED COURSES
BACHELOR OF SCIENCE IN INFORMATION TECHNOLOGY
BACHELOR OF SCIENCE IN COMPUTER SCIENCE
BACHELOR OF SCIENCE IN BUSINESS ADMINISTRATION

MAJOR IN HUMAN MANAGEMENT
BACHELOR OF SCIENCE IN MIDWIFERY
BACHELOR OF SCIENCE IN AGRICULTURE MAJOR IN :

: ANIMAL SCIENCE : CROP SCIENCE
BACHELOR OF TECHNICAL-VOCATIONAL TEACHERS

EDUCATION MAJOR IN :
: AUTOMOTIVE TECHNOLOGY
: FOOD AND SWERVICE MANAGEMENT
BACHELOR OF SCIENCE IN HOSPITALITY
BACHELOR OF SCIENCE IN CRIMINOLOGY
52
(COLLEGE)
CHED ACCREDITED COURSES
➢ AGRICULTURAL CROPS PRODUCTION NC II

➢ ANIMAL PRODUCTION (POUTRY CHICKEN) NC II
➢ ANIMAL PRODUCTION (RUMINANTS) NC II
➢ ANIMAL PRODUCTION (SWINE) NC II
➢ BARTENDING NC II
➢ BOOKKEEPING NC III
➢ BREAD & PASTRY PRODUCTION NC II
➢ CAREGIVING NC II
➢ DRIVING NC II
➢ ELECTRONIC PRODUCTS ASSEMBLY SERVICING NC II
➢ EVENTS MANAGEMENT SERVICES NC III
➢ FOOD AND BEVERAGE SERVICES NC II
➢ FRONT OFFICE SERVICES NC II
➢ HEAVY EQUIPMENT OPERATOR (HYDRAULIC EXCAVATOR) NC II
➢ HOUSEKEEPING NCII
➢ MOTORCYCLE/SMALL ENGINE SERVICING NC II
➢ ORGANIC AGRICULTURE PRODUCTION NC II
➢ PHARMACY SERVICES NC III
➢ RUBBER PRODUCTION NC II
➢ SHIELDED METAL ARC WELDING NC I
➢ SHIELDED METAL ARC WELDING NC II
➢ TRAINERS METHODOLOGY COURSE
➢ AUTOMOTIVE SERVICING NC I
➢ AUTOMOTIVE SERVICING NC II
➢ HEALTH CARE SERVICES NC II
➢ HEAVY EQUIPMENT OPERATOR (BACKHOE LOADER) NC II
➢ MOTORCYCLE/SMALL ENGINE SERVICING NC II
➢ CAREGIVING NC II
➢ BARTENDING NC II
53
SENIOR HIGH SCHOOL
INDUSTRIAL ARTS
➢ DRIVING NC II
➢ AUTOMOTIVE SERVICING NC I
➢ AUTOMOTIVE SERVICING NC II
HOME ECONOMICS
➢ HOUSEKEEPING NC II
➢ FOOD AND BEVERAGES SERVICES NC II
➢ BREAD AND PASTRY PRODUCTION NC II
INFORMATION AND COMMUNICATION TECHNOLOGY
➢ 2D ANIMATION NC III
➢ COMPUTER SYSTEM SERVICING NC II
➢ ELECTRONIC PRODUCTS ASSEMBLY SERVICES NC II
AGRICULTURAL TECHNOLOGY STRAND
➢ ANIMAL PRODUCTION (POULTRY CHICKEN) NC II
➢ ANIMAL PRODUCTION (RUMINANTS) NC II
➢ ANIMAL PRODUCTION (SWINE) NC II
➢ RUBBER PRODUCTION NC II
➢ ORGANIC AGRICULTURAL PRODUCTION NC II
ACADEMIC TRACK
HUMANITIES AND SOCIAL SCIENCES
➢ EVENTS MANAGEMENT NC III
ACCOUNTANCY BUSINESS AND MANAGEMENT
➢ BOOKKEEPING NC III
SCIENCE, TECHNOLOGY, ENGINEERING AND
MATHEMATICS 54
➢ ELECTRONIC PRODUCTS ASSEMBLY
LUCILLE JANE M.SERVICING
VIGILIA – TEACHERNC
(09380201518)

Local Media2225959433453843162

Uploaded by

Document Information

Original Description:

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Local Media2225959433453843162

Uploaded by

Copyright:

Available Formats

SIBUGAY TECHNICAL INSTITUTE INCORPORATED

Lower Taway, Ipil, Zamboanga Sibugay

School President: 09171271826 / 09171271902 Academic Dean: 09064393454

STUDENT’S NAME: _________________________________________________________________________

GRADE, STRAND & SECTION: ___________________CONTACT #: _________________________

TEACHER: Lucille Jane M. Vigilia

CONTACT NO. : 09550331867/09380201518

FB NAME: Lucille Jane Vigilia 1

UNIT TEST EXAM WEEK 4, ( FEB. 21- 25)

MODULE 2: THE ENVIRONMENT AND ITS WEEK 5, (FEB. 28 - MAR. 4) 17 - 20

PRELIM EXAM WEEK 8, (MAR. 14 – 18)

MODULE 4: POSITIONING WEEK 9, ( MAR. 21-25) 33 - 34

MODULE 5: PRODUCT STRATEGIES WEEK 10 & 11, ( MAR. 28 – APR. 8) 35 - 43

MIDTERM EXAM WEEK 12, ( APR. 11-15)

MODULE 6: PRICING STRATEGIES WEEK 13-14, (APR. 18 – 29) 44 - 46

PREFINAL EXAM WEEK 15, (MAY 9 – 13)

MODULE 7: PLACE AND PLACEMENT WEEK 16, (MAY 16 – 20) 47 - 48

MODULE 8: PRMOTION STRATEGIES WEEK 17-18, (MAY 23 – JUNE 3) 49 - 50

FINAL EXAM WEEK 19, (JUNE 6-10)

Module-1, Week 1 &2

Chapter 1: The Principles of Marketing

Lesson 1: A Framework for Marketing

“ Marketing is all about creating value through the exchange process.”

• Operations • Information systems

Marketing – is the activity, set of instructions, and processes for creating,

- There is a give-and-take relationship that lies at the heart of marketing.

• Amusement parks • Hotel accommodations

The Marketing System

3 Components of Marketing Process:

Lesson 2: Needs, Wants, and Demands

Need – is a state of felt deprivation about something that is deemed to be necessary.

Lesson 3: Marketing origins, Exchange, and Value

The Origins of Marketing

❖ Stage 1. Supply< Demand

❖ Stage 2. Supply< Demand, Competition Growing

❖ Stage 3. Supply > Demand

To successfully make such marketing – oriented exchanges happen, it is essential that

5 kinds of Economic Utility:

I. List me! List 20 products of your choice whether intangible or tangible.

1. Explain in your own word why marketing is principally about

2. Explain how a newspaper engages in marketing. What is its market? What

Sneakers Need Satisfied How/Why

Junk Food Need Satisfied How/Why

More Economical Alternative:

How do you feel about having the more

ANNOUNCEMENT: WEEK 3 (Feb. 17,18 &19) – Schedule for Unit-Test

NOTE TO SELF: Online Long quiz on February 12.

Assignment: (on a separate sheet of bond paper)

1. Search in the internet about “Contemporary Approaches to Marketing”. Give

Chapter 2: The Environment and Its Opportunities

Lesson 1 Analyzing the Environment

“Research is the key to understanding the business environment.”

The Marketing Environment

•Products and service- what are already being offered, if any?

Here is a checklist of what to look out for in your competitive environment;

•Substitutes- What alternative products or services your markets might be considering

Michael Porter’s Classic 5 Forces Model (Porter 1979)

- Is popularly used framework for understanding the competitive structure

- Composed of environmental variables that are typically beyond the

PEST is a component of macro environment, which stands for

• Political – tax, government vs. the industry.

Lesson 2: Market Research Methods

GRADE, STRAND & SECTION: _CONTACT #: _______