ABM 006: PRINCIPLES OF MARKETING

Teachers’ Guide Module #5

Name: _________________________________________________________________ Class number: _______

Section: ____________ Schedule: __________________________________________ Date: ________________

Lesson Title: Developing Customer Relationship Materials:

Student Activity Sheets
Lesson Objectives:
At the end of this lesson, I can: References:
S Roberto G. Medina, Ph.D; Principles of
1. Describe how to develop customer relationships, and Marketing; 2008; Rex Bookstore
2. Identify the factors that affect customer behavior Zenaida S. Diola, Edgar M.Tichepco; Marketing:
A Simplified Approach; 2009; C&E Publishing

Productivity Tip:
“Don’t limit yourself. Many people limit themselves to what they think they can do. You can go as far as your
mind lets you. What you believe, remember, you can achieve.” – Mary Kay Ash

A. LESSON PREVIEW/REVIEW 

Introduction (2 mins)

Good morning dearest Marketers! Welcome to our Day 5 Lesson. Give your best shot as you
accomplish today’s session. I feel that you can do great things.

Instruction: Without looking at your previous notes, enumerate the meaning of SMART.

S_______________ M_______________ A_______________ R_______________ T_______________

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

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

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

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

Name: _________________________________________________________________ Class number: _______

Section: ____________ Schedule: __________________________________________ Date: ________________

Questions: What I Know

1. Can you explain
Relationship Marketing in
not more than 10 words??
2. What do you think is the
significance of customer
loyalty program?

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

What is TRANSACTION-BASED MARKETING and RELATIONSHIP MARKETING?

Transaction-based Marketing
. It is a traditional view of marketing as a simple exchange process, or transactions with customers to
drive increase in revenue and profit. Companies are generally oriented toward short-term
interaction, focused on attracting customers and closing deals.
. Today’s marketers realize that though it’s important to attract new, it’s even more important to
established and maintain a relationship with them and that is relationship marketing.

Relationship Marketing
. Focused on development of long- term relations with key supply chain participants such as
consumers, intermediate customers and suppliers in an effort to develop and retain long term
preference and loyalty.

Customer relationship management (CRM)

. It is an approach to managing a company's interaction with current and future customers.

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

Name: _________________________________________________________________ Class number: _______

Section: ____________ Schedule: __________________________________________ Date: ________________

Creative
means
1.Use of of 2. Customer
3. Partnership
attracting
Technology Loyalty Programs
and Four types of loyalty:
through partnership
a. Purge – This is wherein
retaining
a. Company websites with other
for company updates the retailer slashes price to
organizations,
make itself preferred.
companies can deepen
customers
b. Social media for
customer feedback
b. Pure – This is wherein the
their relationships with
the customers by
retailer is dependent on the having shared
can be done two way dialogue between
them and the customer.
advocacies, interest and
the like.
in different
c. Email for particular
concerns
c. Pull – This depends on attracting customers by giving a
ways:
d. Computer software
to aggregate data and
related special offer with the purchase.

convert to useful d. Push – This is wherein retailers create programs to

information. encourage customers to use a way of shopping they haven’t
used before. Example availing of rewards card.

The ways that

we 2. perceive,
PERSONAL PROCESS - govern 1. INTERPERSONAL INFLUENCE -
the way we discern raw data and
react translate
or feelthemare into feelings, thoughts,
affect sometimes even dominate- these
processes. These influences can best be
affected by
This document
beliefs is the
and property
actions. of
The PHINMA
personal EDUCATION categorized as the family, society and the
3
process are: cultural environment of the consumer
products and a
a. Perception - refers to personalized a. Family - family communications affects
service is a
way we sense, interpret and our socialization as consumers- our
 ABM 006: PRINCIPLES OF MARKETING
Teachers’ Guide Module #5

Name: _________________________________________________________________ Class number: _______

Section: ____________ Schedule: __________________________________________ Date: ________________

Activity 3: Skill Building (5 minutes)

How is the learning process so far? This activity will test you of your understanding in today’s lesson.
Have fun.)
Direction: Encircle the letter of your chosen answer.

1. It is like pushing your customers to buy more from you to avail of a prize.
a. Push c. Purge
b. Pull d. Pure
2. This is getting a free cheese cutter for every purchase of box of Eden cheese in the supermarket.
a. Push c. Purge
b. Pull d. Pure
3. Free toy for every 1kg pack of tender juicy hotdogs

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

Name: _________________________________________________________________ Class number: _______

Section: ____________ Schedule: __________________________________________ Date: ________________

a. Push c. Purge
b. Pull d. Pure
4. Selling laundry powder into sachet rather than selling it kilos.
a. Push c. Purge
b. Pull d. Pure
5. This is where the retailer is dependent in “two way dialogue” between them and the customer.
a. Purge c. Pull
b. Pure d. Push

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

Activity 4: Now, this time, answer the question in Activity 1 based on what you learn after studying
your notes. This is to check whether you have fully understood our lesson.

Questions: What I Know

1. Can you explain
Relationship Marketing in
not more than 10 words??
2. What do you think is the
significance of customer
loyalty program?

Activity 5: Check for Understanding (5 minutes)

This time, let us check your understanding by answering this test. Enjoy! ☺
A.Direction: Choose either TRUE OR FALSE upon evaluating the statements below. Write your
answers on the space provided before each number.

____________1. Transaction-based marketing is widely used today and many industries succeed using this
traditional approach.
____________2. Companies are generally oriented toward short-term interaction with their customers, is
called relationship marketing.
____________3. Transaction-based Marketing is a traditional view of marketing as a simple exchange
process, or transactions with customers to drive increase in revenue and profit.
____________4. Relationship marketing is based on the realization that in many industries it is as important

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

Name: _________________________________________________________________ Class number: _______

Section: ____________ Schedule: __________________________________________ Date: ________________

to retain current customers and gain larger share of their purchases as it is to attract new
customers.
____________5. Marketing is a human activity directed at satisfying needs and wants through the exchange
process.

B.Direction: Take a stand and express your own thoughts about this famous statement.
(Not more than 50 words)

“Customer is always right!”

________________________________________________________________________________________

________________________________________________________________________________________

________________________________________________________________________________________

________________________________________________________________________________________

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

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

B. Think About Your Learning

Fantastic, you nearly finish today’s session. But before that, I want you to honestly assess your
learnings for today’s lesson. This will tell you to go back or move forward to the next lesson.

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

Name: _________________________________________________________________ Class number: _______

Section: ____________ Schedule: __________________________________________ Date: ________________

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

FAQs
Q: Does Apple use relationship marketing?
A: The purpose of using CRM in their retail base is to encourage a long-
term relationship between Apple and its clients. ... However, Apple have not only used CRM
for their own purposes, they have also developed a CRM tool for their customers.
Q: Does direct marketing help with relationship marketing?
A: Direct marketing helps you build direct relationships with your customers. ... Many
businesses combine direct marketing and customer loyalty strategies to keep and build
customer relationships (e.g. by sending birthday cards, discount offers, invites to upcoming
sales).

KEY TO CORRECTIONS

Answers to Lesson Review/Preview:

Smart
Measurable
Achievable
Relevant
Time-bound

Answers to Skill Building:

1. A
2. B

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

Name: _________________________________________________________________ Class number: _______

Section: ____________ Schedule: __________________________________________ Date: ________________

3. B
4. D
5. B

Answers to Check for Understanding:

A.
1. FALSE
2. FALSE
3. TRUE
4. TRUE
5. TRUE

B.
(Answer varies but must be within the context of this)
The customer is always right is a phrase pioneered by Harry Gordon Selfridge, John Wanamaker and
Marshall Field. ... They didn't actually intend the phrase to mean that the customer was in the right in every
situation. Instead, it was a signal that customers were special.

TEACHER-LED ACTIVITIES

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

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