PRINCIPLES

OF MARKETING
QUARTER 3
MODULE 1
DEFINITION, PRINCIPLES, GOALS, APPROACHES,
RELATIONSHIP AND CUSTOMERS VALUE

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MWGBAÑARES2021_PRINCIPLES OF MARKETING QUARTER 3 MODULE 1
 PRINCIPLES OF
MARKETING
MODULE 1
DEFINITION, PRINCIPLES, GOALS,
Schools Division Office Management Team: : Rosemarie C. Blando,
August Jamora, Merle D. Lopez , Florendo S. Galang

Writer/s: Ma. Wendyrica G. Bañares , MBA, Ed.D

SAN MATEO SENIOR HIGH SCHOOL

Evaluators: Dolor B. Aguilar and Michelle Madiline R. Angeles

Illustrator: Julius Burdeos

Proverbs 16:3

“Commit to the Lord whatever you do, and your plans will succeed”

Subject Title: Principle of Marketing Module 1

Quarter Number 3
First Edition, 2021
GUIDE IN USING LEARNING PACKETS
Published by: Department of Education SDO—Rizal
Schools Division Superintendent: Cherrylou D. Repia
Assistant Schools Division Superintendents:
Gloria C. Roque and Babylyn M. Pambid

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MWGBAÑARES2021_PRINCIPLES OF MARKETING QUARTER 3 MODULE 1
 FOR THE PARENTS/GUARDIAN

This packet aims to assist you, dear parents, guardians, or

siblings of the learners, to understand how materials and activities are
used in the new normal. It is designed to provide the information
activities and new learning that learners need to work on.

Activities presented in this packet are based on the most

Essential Learning Competencies (MELCs) in Organization and
Management as prescribed by the Department of Education.

Further, this learning resource hopes to engage the learners in

guided and independent learning activities at their own pace and time.
Furthermore, this also aims to help learners acquire the needed 21st
century skills while taking into consideration their needs and
circumstances.

You are expected to assist the child in the tasks and ensure the
learner’s mastery of the subject matter. Be reminded that learner s
have to answer all of the activities in their own notebook.

For the Learners

The learning packet is designed to suit your needs and interest

using the IDEA instructional process. This will help you attain the
prescribed grade-level knowle4dge, skills, attitude and values at your
own pace outside the normal classroom setting.

The learning packet is composed of different types of activities

that are arranged according to graduated levels of difficulty- from
simple to complex. You are expected to answer all the activities on
separate sheets of paper and submit the outputs to your
respective teachers on the time and date agreed upon.

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MWGBAÑARES2021_PRINCIPLES OF MARKETING QUARTER 3 MODULE 1
 Parts of the
Learning Description
Packets

What I need to The teacher utilized appropriate strategies in presenting the

INTRODUCTION

know MELC and desired learning outcomes for the day or week,
purpose of the lesson, core content and relevant samples.
This allows teachers to maximize learners awareness of their
own knowledge as regards content and skills required for the
lesson.

What I know The teacher presents activities, tasks, contents of value and
interest to the learners. This shall expose the learners on
What is in
DEVELOPMENT

what he/she knew, what he/ she does not know and what
What is it he/she wanted to know and learn. Most of the activities and
tasks must simply and directly resolve around the concepts to
develop and master the skills or the MELC

What is more The teacher allows the learners to be engaged in various tasks
and opportunities in building their KSA’s to meaningfully
What I can do
ENGAGEMENT

connect their learning after doing the tasks in the D. This part
exposes the learner to real life situations/tasks that shall
ignite his/her interests to meet the expectation, make their
performance satisfactory or produce a product or
performance which lead him/her to understand fully the skills
and concepts.

What I have The teacher brings the learners to a process where they shall
learned demonstrate ideas, interpretation, mind-set or values and
ASSIMILATION

create pieces of information that will form part of their

What I can
knowledge in reflecting, relating or using it effectively in any
achieve
situation or context. This part encourages learners in creating
conceptual structures giving them avenue to integrate new
and old learnings.

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MWGBAÑARES2021_PRINCIPLES OF MARKETING QUARTER 3 MODULE 1
 Definition, Principles, Goals, and WEEKS

Approaches of Marketing 1-2

I

WHAT I NEED TO KNOW

Marketing by its nature, should ideally be understood and practiced by

everyone, regardless of expertise, field of discipline, or occupation. It may take a
village to raise a child, but it takes an entire organization to truly delight a
customer these days. Only by letting everyone in on the principles of marketing
can a firm truly get to the end goal of building lasting customer relationships with
minimal friction from within
After going through this module, you are expected to:
1. Define Marketing
2. Know the principles, goals and processes
3. Identify the approaches to Marketing

D
WHAT I KNOW

Directions: Read each statement carefully. Write TRUE If the statement is

correct and FALSE if the statement does not fit the description.
____________1. Marketing is an organizational function.
___________ 2. Marketing is a set of processes.
____________3. Marketing is not delivering of value to customers.
_____________4. The building of customer relationship is irrelevant in
marketing.
______________5. Marketing is the key for successes of any organization
whether it is a profit or non-profit organization.
______________ 6. Marketing lacks of communication to customers.

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MWGBAÑARES2021_PRINCIPLES OF MARKETING QUARTER 3 MODULE 1
 _______________7. Marketing is the science and can be a profession.
________________ 8. Marketers seek to provide valuable products and services to
customers.
_________________9. TV stations broadcast shows to homes in exchange for
viewers watching the ads that in return would provide profit for the stations.
__________________10. Marketing will indeed be all about selling a product

WHAT IS IN

We begin with a definition of marketing as presented by the American

Marketing Association:
“Marketing is the activity set of institutions, and processes for creating,
communicating, delivering and exchanging offerings that have value for customers,
clients, partners and society at large.”
According to Philippine Marketing Association defines marketing as a “science and
profession guided principally by the universal principles of ethics, corporate
citizenship and corporate social responsibility”

PRINCIPLES:
 Marketing is also about communication. This reflects the fact that selling a
product is really all about the properly communicating that product to the
market and to the world at large.

 To a layman, marketing will indeed be all about selling a product. But to a

marketing professional, marketing is a process. It is a process that begins
right at the moment when an aspiring entrepreneur or business
development manager realizes that there is an opportunity to build up a
business.

 Marketing is an organizational function because it is a core task that is

expected of modern organizations, whether or not it operates for profit.
While marketing is now considered as an imperative for commercial
enterprises even non-commercial sectors benefit from a marketing
orientation.

 Finally a key takeaway that we can infer from the above definition is that
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 need to benefit from it. Of course, this generally happens
through the revenues that companies receive from customers. But there
are other ways through which a marketing exchange leads to mutually
beneficial transactions:

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MWGBAÑARES2021_PRINCIPLES OF MARKETING QUARTER 3 MODULE 1
 In newspaper where the readers be knowledgeable
about the paid advertised products.

TV stations broadcast shows to homes in

exchange for viewers watching the ads that in
return would provide profit for the stations.

The Bureau of Fire Protection tries to convince the

public to practice fire safety is actually engaging
in a marketing campaign.

1. Understand the market and its consumers, and satisfy their changing
needs and wants.
2. Introduce and innovate products and services that improve human
condition and the quality of life.
3. Design and implement effective customer-driven marketing strategies.
4. Develop marketing programs that deliver superior value to consumers.
5. Build and maintain mutually beneficial and profitable customer
relationships.
6. Capture customer value to create profits
7. Promote value transactions with full regard to society’s well-being.

M
arketing has Two Approaches, the traditional approaches and the
contemporary marketing approaches. The traditional approaches in
marketing focused on production methods, product quality and
effective selling methods as profit drivers in marketing. In contrast,
contemporary marketing approaches are centred on the customer,
relationships and the well-being of society.

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MWGBAÑARES2021_PRINCIPLES OF MARKETING QUARTER 3 MODULE 1
 E
WHAT IS MORE

Let us sum up by answering the following questions:

A. WHAT IS MARKETING? ___________________________________________
__________________________________________________________________.
B. WHAT ARE THE GOALS OF MARKETING?
_______________________________________________________________________
_______________________________________________________________________
____________________________________________________________________
C. WHAT ARE THE TWO APPROACHES OF MARKETING?DISCUSS
EACH_________________________________________________________________
_______________________________________________________________________
_____________________________________________________________________

WHAT I CAN DO

Discuss your observation how the following products are marketed:

_____________________________________________________
_______________________________________________________________________
_______________________________________________________________________
_______________________________________________________________________
______________________________________________________________________

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MWGBAÑARES2021_PRINCIPLES OF MARKETING QUARTER 3 MODULE 1
 __________________________________________________________
__________________________________________________________________________________________
__________________________________________________________________________________________
__________________________________________________________________________________________

______________________________________________
______________________________________________
______________________________________________
______________________________________________
______________________________________________
_____________________________________________

____________________________________________
____________________________________________
____________________________________________
____________________________________________
____________________________________________
____________________________________________
___________________________________

___________________________________________________
___________________________________________________
___________________________________________________
___________________________________________________
___________________________________________________
________________________

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MWGBAÑARES2021_PRINCIPLES OF MARKETING QUARTER 3 MODULE 1
 WHAT ELSE I CAN DO

SITUATIONAL ANALYSIS:

WHAT DO YOU THINK ARE THE MARKETING

APPROACHES USED BY THE FAST FOOD CHAINS IN
ORDER TO SELL THEIR PRODUCTS? GIVE THE
CONCRETE SCENARIOS.

__________________________________________________________________________________________
__________________________________________________________________________________________
__________________________________________________________________________________________
__________________________________________________________________________________________
__________________________________________________________________________________________
__________________________________________________________

EXPLAIN HOW A NEWSPAPER ENGAGES IN MARKETING.

__________________________________________________________________________________________
__________________________________________________________________________________________
__________________________________________________________________________________________
__________________________________________________________________________________________
__________________________________________________________

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MWGBAÑARES2021_PRINCIPLES OF MARKETING QUARTER 3 MODULE 1
 A

WHAT I HAVE LEARNED

SELL YOUR MONEY

Present a paper bill from one of your family
members. It could be a Php 20 bill. Your
objective is to try to convince your family
member that this peso bill is worth more than
its face value.
Research on ways to make this possible and
then present your “pitch”, your objective is to
how many of them will actually consider
buying your peso bill for your Suggested retail
price, which should be higher than the face
value. Write a narrative or document your
performance.

CRITERIA DETAILS TOTAL PTS YOUR PTS

Effectiveness of Pitch Were there any takers for the proposal? 25

Creativity of Pitch How innovative was the sales pitch? 15

Insights What insights did the group gain from the process? 15

TOTAL 50

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MWGBAÑARES2021_PRINCIPLES OF MARKETING QUARTER 3 MODULE 1
 WHAT I CAN ACHIEVE

LET US CHECK YOUR UNDERSTANDING

ANSWER THE FOLLOWING QUESTIONS:

1. Define marketing in your own words, based on your understanding.

___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
________

2. What are the principles of marketing? Explain how these affect to profit and non-profit
organization.
_______________________________________________________________________
_______________________________________________________________________
_______________________________________________________________________
_____________________
3. Differentiate the two approaches in marketing. What do you think is the better
approach?
_______________________________________________________________________
_______________________________________________________________________
_______________________________________________________________________
____________________

REFLECTION:
Explain in your own words why Marketing is
principally about communication and how you are
going to use Marketing in this time of pandemic.
__________________________________________________________________________________________
__________________________________________________________________________________________
___________________________________________________________________________________

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MWGBAÑARES2021_PRINCIPLES OF MARKETING QUARTER 3 MODULE 1
 WEEKS
Marketing Customer Relationship and
Customer Valuing
3-5
I
WHAT I NEED TO KNOW

Customers have varying need and preference over time.

Organizations must be able to offer products and services at the time when
customers need them. Marketers cannot force the customers to buy any
products/services that the company offers. Instead, consumers’ needs and wants
must be understood and anticipated as well as be satisfied adequately and
exceedingly. Companies must predict the customers’ needs and wants
After going through this module, you are expected to:
1. Determine Marketing Customer Relationship
2. Discuss the value of customers
3. Create Relationship Management Strategies

D
WHAT I KNOW

Directions: Read each statement carefully. Write TRUE If the statement is

correct and FALSE if the statement does not fit the description.
__________________1. The customers are the lifeblood of any business.
__________________2. The businessman is the one responsible for sealing the deal
with a customer.
__________________3. A customer’s lifetime value can be based upon the potential
value and profitability of his/her relationship with the company
__________________4. Organizations must constantly bear in mind that it is better to
exceed customer service expectations than to simply fulfil or underachieve them.
__________________5. In order to ensure the consistency of customer service quality,
organizations conduct rigid customer service training and assess seldomly how well
services are delivered.

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MWGBAÑARES2021_PRINCIPLES OF MARKETING QUARTER 3 MODULE 1
_________________6. A customer is a person or organization that transacts with a
business person or business organization to buy goods or services for monetary or
other valuable considerations.
__________________7. Customer Relationship Management can take on many forms-
salesperson assistance, product delivery, technical advice, help desks, or other
means.
__________________8. Companies can best manage customer service quality by
establishing service objectives with specific and measurable targets.
__________________9. Customer service is a process of managing an organization’s
interactions with current and future customers.
__________________10. By knowing the value or worth of its customers, a company
can focus its resources in attracting and keeping the “right” type of customers.

WHAT IS IN

A customer is a person or organization that

transacts with the businessperson organization to
buy goods or services for monetary or other valuable
consideration.

We are all customers because we have different

needs and wants. Acquiring and keeping customer
purchases is the end goal of marketing because
customers create demand. Through customer
purchase, organizations are able to cover manufacturing
costs, operating expenses and generate profits.
Business organizations are able to cover manufacturing costs, operating
expenses and generate profits.
Business organizations are able to cover manufacturing costs and operating
expenses and generate profits because businesses have to be sustainable.
Products or services are not expected to be purchased only once. They had to be
purchased over and over again in order to maintain profitable and sustainable
operations.
Call center representative is one of the most in demand jobs in the
Philippines where they assist customers with online transactions and/or
reservations, product information and many others via telecommunications.
It is important to know the customers’ feedback from using their products as
well as their competitors’ product. That is shy organizations provide platforms for
the customers’ feedback

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MWGBAÑARES2021_PRINCIPLES OF MARKETING QUARTER 3 MODULE 1
The following are some of the more popular customer service practices in the
Philippines:

Customer Service Practice Practicing Organization(s)

Free delivery More restaurants and fast food chains

Automated in-home ordering system Some supermarkets and drug stores

Free gift wrapping/plastic book jacket Some department stores and book
stores
Free gift wrapping/ plastic book jacket Some department stores and book
stores

Merchandise/document pick up Selected courier services

Free parking Some churches and religious
organizations
Valet parking Some hotels and resorts

Reservations, instalment plans Some large department stores,

bookstores
Complimentary refreshments, waiting Most car dealerships
lounge

Help desk, touch phone access, 24-hour Most utility firms and
customer hotline telecommunication firms
Free appliance installation Most appliance stores
Scheduled floral bouquet delivery Some flower shops

Drive-through Most fast food outlets

Free-alteration on garments Selected apparel retailers
Complimentary massage Some barbershops and Salons

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MWGBAÑARES2021_PRINCIPLES OF MARKETING QUARTER 3 MODULE 1
 WHAT IS IT

CUSTOMER RELATIONSHIP MANAGEMENT

Is the combination of practices strategies and

technologies that businesses use to manage
analyse customer interactions and data
throughout the customer lifecycle. The goal
is to improve customer service relationships
and assist in customer retention and drive
sales growth.

THE EFFECTIVE GUIDELINES IN THE IMPLEMENTATION OF

CUSTOMER RELATIONSHIP MANAGEMENT

 Adopt the right mindset towards customer service.

 Purchase or develop customer relationship management software

 Quantity customer acquisition and retention costs.

 Develop and implement a customer service training program.

 Empower salesperson to make decisions

 Establish communication lines between your customers and customer

contact staff.

 Shop your competition

 Keep innovating customer service

 Promote genuine customer service with a passion.

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MWGBAÑARES2021_PRINCIPLES OF MARKETING QUARTER 3 MODULE 1
 Customer Lifetime Value- represents the total amount of money a
customer is expected to spend in your business or your products
during their lifetime

Example: An athlete spends Php 2, 000.00 for every visit to a spa and goes to the
spa twice a month for an expected time period for five years. What would be the
athlete’s customer lifetime value (CVL)

The formula must be presented: CLV= (PV) (RP) (RT)

CUSTOMER LIFETIME VALUE

Php 2, 000.00 Average peso value of a sale to a
particular customer or customer group
(PV)
X 24 Number of repeat purchase in a year
(RP)
X5 Average retention in months or years
(RT)
= Php 240, 000.00 Customer lifetime value (CLV)

WHAT IS MORE

Answer the following questions:

1. Have you ever experienced good customer service from a certain
establishment? Briefly share the details of this experience
___________________________________________________________________________

2. Why do you think good customer service is important for an establishment

to progress?
_____________________________________________________________________________

3. What are the different ways to provide good customer service?

_____________________________________________________________________________

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MWGBAÑARES2021_PRINCIPLES OF MARKETING QUARTER 3 MODULE 1
 WHAT I CAN DO

Based on your experience as customer, write 5 different customer service

practices in the Philippines.

1.___________________________________________________________________________

2._____________________________________________________________________________

3. _____________________________________________________________________________

4. _____________________________________________________________________________

5.____________________________________________________________________________

WHAT ELSE I CAN DO

Using the graphic organizer below, tell the students to cite some importance of a good
customer service. Write it in each partition on the wheel.

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MWGBAÑARES2021_PRINCIPLES OF MARKETING QUARTER 3 MODULE 1
 A

WHAT I HAVE LEARNED

Let the students compute the CLV for the following situation. Follow the
guide provided below:
PV=

RP=

RT=
COMPUTATION:

CLV=

1. Mrs. Banares spends Php 4, 000.00 for every visit to a supermarket twice a
month for an expected time period of five years.
2. Mr. Juan spends Php[ 1, 500.00 for every visit to a fast food chain with his wife
and 2 children once a month for an expected time period of one year.
3. An ABM student spends Php 300.00 for every visit in a bookstore once every 3
months for an expected time of 9 months.
4. An Overseas Filipino Worker from South Korea spends Php 3,000.00 for every
package she sends to the Philippines via courier service once a year for an expected
time period of three years.

WHAT I CAN ACHIEVE

OBSERVATION/RESEARCH REPORT

Observe and research two similar business establishments within

your area (e.g barbershop, salon, supermarket, fast food chain) Observe how
customer service practices are being implemented. As a learning task, students to
compare the two business establishments in terms of their customer service
practices. Afterwards, prepare a written report about it

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MWGBAÑARES2021_PRINCIPLES OF MARKETING QUARTER 3 MODULE 1
Rubric

Category 4 3 2 1

A. Purpose The paper The paper The paper The paper

and compares and compares and compares and compares and
Supporting contrast items contrast items contrast items contrast items
Details clearly. The clearly, but the clearly, but the clearly, but
paper points to supporting supporting does not
specific information is information is include both.
examples to general. The incomplete. There is not
illustrate the paper includes The paper supporting
comparison. only the includes only information or
The paper information the support is
includes only relevant to the information is incomplete.
the comparison not relevant to
information the
relevant to the comparison
comparison

B. The paper The paper The paper Many details

Organization breaks the breaks the breaks the are not in a
and Structure information information information logical or
into whole-to- into whole-to- into whole-to- expected
whole, whole, whole, order. There
similarities to similarities to similarities to is little sense
differences, or differences, or differences, or that the
point-by-point point-by-point point-by-point writing is
structure. It structure but structure but organized.
follows a does not follow some
consistent a consistent information is
order when order when in the wrong
discussing the discussing the section. Some
comparison. comparison details are not
in a logical or
expected
order, and this
distracts the
reader.

C. Transitions The paper The paper Some The transitions

moves moves transitions between ideas
smoothly from smoothly from work well; but are unclear or
one idea to the one idea to the connections non-existent
next. The next, but there between other
paper uses is little variety ideas are fuzzy
comparison The paper

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MWGBAÑARES2021_PRINCIPLES OF MARKETING QUARTER 3 MODULE 1
 and contrast uses
transition comparison
words to show and contrast
relationships transition
between ideas. words to show
The paper relationships
uses a variety between ideas.
of sentence
structures and
transitions

D. Grammar Writer makes Writer makes Writer makes Writer makes

and Spelling no errors in 1-2 errors in 3-4 errors in more than 4
grammar or grammar or grammar or errors in
spelling that spelling that spelling that grammar or
distracts the distracts the distracts the spelling that
reader from reader from reader from distracts the
the content the content the content reader from
the content

Criteria Points Grade Equivalent (16 points)

A POINTS EARNED DESCRIPTION

B 13-16 EXCELLENT

C 9-12 GOOD

D 5-8 SATISFACTORY
1-4 FAIR
TOTAL

REFLECTION:
Why is it important to have an excellent customer
service for your customers?
__________________________________________________________________________________________
__________________________________________________________________________________________
___________________________________________________________________________________

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MWGBAÑARES2021_PRINCIPLES OF MARKETING QUARTER 3 MODULE 1
 Answers
What I Know
Weeks 1-2

10. TRUE
3. FALSE

4. FALSE

6. FALSE
1. TRUE

2. TRUE

5. TRUE

7. TRUE

8. TRUE

9. TRUE
4. P 9, 000.00

3. P1, 200.00

2. P 36, 000.00

1. P 480, 000.00

3-5
LEARNED WEEKS
WHAT I HAVE

10. TRUE

9. FALSE

8. TRUE

7. FALSE

6. TRUE

5. FALSE

4. TRUE

3. TRUE

2. FALSE

1. TRUE

WEEKS 3-5
WHAT I KNOW
References
https://www.google.com/search?source=hp&ei=5XQdYOyENdD7-Qa-
nYiADw&q=customer+relationship+management&oq=CUSTTOMER&gs_lcp=CgZwc
3ktYWIQARg

https://www.google.com/search?ei=NHUdYK2PC5SMoAS2z5LoDQ&q=customer+lif
etime+value&oq=customer+lifeti&gs_lcp=CgZwc3ktYWIQARgAMggIABCxAxCDATIC
C
Principles of Marketing DEPED by Real C. So, Oscar G. Torres
Principles of Marketing Rex Bookstore

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MWGBAÑARES2021_PRINCIPLES OF MARKETING QUARTER 3 MODULE 1
 Para sa mga katanungan o puna, sumulat o tumawag sa:

Department of Education Division Rizal Office

Address: DepEd Bldg.,Cabrera Rd.,Bgy. Dolores,Taytay,Rizal 1920

Telephone number: 09274562115/09615294771

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MWGBAÑARES2021_PRINCIPLES OF MARKETING QUARTER 3 MODULE 1