12 SENIOR HIGH SCHOOL

PRINCIPLES OF
MARKETING
Quarter 3 – Module 1
Marketing Principles,
Goals & Approaches
Principles of Marketing – Grade 12
Alternative Delivery Mode
Quarter 3 – Module 1: Marketing Principles, Goals & Approaches
First Edition, 2020

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 12

Principles of
Marketing
Quarter 3 – Module 1
Marketing Principles, Goals &
Approaches
Introductory Message
For the facilitator:
Welcome to the Grade 12-Principles of Marketing Alternative Delivery Mode (ADM)
Module on Marketing Principles, Goals & Approaches!
This module was collaboratively designed, developed and reviewed by educators
both from public and private institutions to assist you, the teacher or facilitator in
helping the learners meet the standards set by the K to 12 Curriculum while
overcoming their personal, social, and economic constraints in schooling.
This learning resource hopes to engage the learners into 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.
In addition to the material in the main text, you will also see this box in the body
of the module:

Notes to the Teacher

This contains helpful tips or strategies that
will help you in guiding the learners.

As a facilitator, you are expected to orient the learners on how to use this module.
You also need to keep track of the learners' progress while allowing them to manage
their own learning. Furthermore, you are expected to encourage and assist the
learners as they do the tasks included in the module.

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For the learner:
Welcome to the Grade 12-Principles of Marketing Alternative Delivery Mode (ADM)
Module on Marketing Principles, Goals & Approaches!
This module was designed to provide you with fun and meaningful opportunities
for guided and independent learning at your own pace and time. You will be enabled
to process the contents of the learning resource while being an active learner.
This module has the following parts and corresponding icons:
This will give you an idea of the skills or
What I Need to Know competencies you are expected to learn in the
module.

This part includes an activity that aims to

check what you already know about the
What I Know
lesson to take. If you get all the answers
correct (100%), you may decide to skip this
module.

This is a brief drill or review to help you link

What’s In the current lesson with the previous one.

In this portion, the new lesson will be

What’s New introduced to you in various ways; a story, a
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or a situation.

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understand new concepts and skills.

This comprises activities for independent

practice to solidify your understanding and
What’s More
skills of the topic. You may check the answers
to the exercises using the Answer Key at the
end of the module.

This includes questions or blank

What I Have Learned
sentence/paragraph to be filled in to process
what you learned from the lesson.

This section provides an activity which will

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into real life situations or concerns.

This is a task which aims to evaluate your

Assessment level of mastery in achieving the learning
competency.

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 In this portion, another activity will be given
Additional Activities to you to enrich your knowledge or skill of the
lesson learned.

Answer Key This contains answers to all activities in the

module.

At the end of this module you will also find:

References This is a list of all sources used in

developing this module.
The following are some reminders in using this module:
1. Use the module with care. Do not put unnecessary mark/s on any part of the
module. Use a separate sheet of paper in answering the exercises.
2. Don’t forget to answer What I Know before moving on to the other activities included
in the module.
3. Read the instruction carefully before doing each task.
4. Observe honesty and integrity in doing the tasks and checking your answers.
5. Finish the task at hand before proceeding to the next.
6. Return this module to your teacher/facilitator once you are through with it.

If you encounter any difficulty in answering the tasks in this module, do not
hesitate to consult your teacher or facilitator. Always bear in mind that you are
not alone.
We hope that through this material, you will experience meaningful learning
and gain deep understanding of the relevant competencies. You can do it!

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 I

As we study and immerse ourselves in “Principles of Marketing” in the process, it is

necessary to know some Marketing Principles and Strategies. The pre-requisite of this subject
is Organization and Management and Applied Economics.
The module is subjected to discuss the Module 1 – The elements of Marketing
Principles, Strategies and Contemporary Marketing Approaches.
Marketing prepares students for more than just a career in business but it is a thorough
exploration of customer perceptions, buyer personas, messaging, communication, data, and
much more.

LEARNING COMPETENCY:
• Define and understand marketing: principles, goals and approaches
(ABM_PM11-Ia-b-1)

OBJECTIVES:
K: Define and understand marketing, concepts and principles;

S: Understand and Discuss the goals of marketing and its social

effects;

A: Demonstrates an understanding of the importance of marketing,

principles, goals & approaches.

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 I

Pre-assessment:
Directions: Identify what is asked in each item. Write the letter of the correct answer in your
notebook.
1. It is a concept that focuses on the internal potentials of the company and not based on the
desires and needs of the market.
A. Sales Concept B. Production Concept
C. Relationship Concept D. Marketing Concept
2. It is an umbrella term that covers the wide array of advertising channels we see daily.
A. Marketing Mix B. Traditional Marketing
C. Ansoff’s Matrix D. None of these are correct
3. It is a type of marketing where an individual or customer pleased with the results gotten from a
product refers the product to another person.
A. Affiliate Marketing B. Inbound Marketing
C. Referral Marketing D. Email Marketing
4. It is a very powerful contemporary marketing strategy that focuses on different tactics to draw
consumers in and convince them to buy goods.
A. Pay Per Check B. Video Marketing
C. Email Marketing D. Inbound Marketing
5. It is used to check that the marketing activities of a company are on track.
A. Objectives B. Purchase returns
C. Key Performance Indicator D. Search Engine Optimization
6. The following are part of the 7P’s of marketing except;
A. Product B. Promotion
C. Place D. Preparation
7. It refers to the process of selling products and/or services based on their environmental benefits
A. Green Marketing B. Traditional Marketing
C. Contemporary Marketing D. None of these are correct
8. It refers with increasing a business’ visibility and rankings on search engine result pages.
A. Video Marketing B. Search Engine Optimization
C. Email Marketing D. Referral Marketing
9. The following are examples of noteworthy marketing goals except one.
A. Identifying the target market B. Increasing sales and profits
C. Increasing brand awareness D. Increasing Reputation
10. The market demand is varied, and customer satisfaction is the challenge of the marketing
organization.
A. Maximize the Consumption of Goods B. Maximize Consumer Satisfaction
C. Maximize Choice of Goods or Service D. Maximize the Quality of Life
11. It is a theory that proposes products/services fall into one of four categories depending on the
market and the product released

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 A. Marketing Mix B. Traditional Marketing
C. Ansoff’s Theory D. None of these are correct
12. It views that organizations must satisfy the needs of consumers in a manner that gives for
society’s benefit.
A. Production Concept B. Societal Concept
C. Sales Concept D. Relationship Concept
13. The following are types of marketing except one.
A. Telemarketing B. Influencer Marketing
C. Guerrilla Marketing D. Business to Brand Marketing
14. The organizational goals and objectives must be directed towards the creation of value to its
customers.
A. Effective Financial Management System B. The Production Process
C. Capturing Marketing Insights D. The Value of Human Resources
15. This is advertising presented on search engine result pages or web pages where the advertiser is
only charged based on the number of times someone clicks on the ads to go to the advertiser's
targeted website.
A. Video Marketing B. Affiliate Marketing
C. Pay per Click advertising D. Inbound marketing

’s In

Task 1
Activity 1. Relationship of Marketing to Economics and Management

TRUE OR FALSE. Which from the foll owi ng statements do you think is correct or
incorrect. Write True if the statement is correct and False if it is incorrect.

1. The economy has a direct impact on the way marketers push their products to
consumers. Understanding the link between the economy and marketing can help business
owners allocate their marketing resources and respond to changes in the economic climate.
2. Economists use a concept called the law of diminishing returns to explain how

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 resources can be allocated to maximize return on investment. Over time, you may find that
the cost of marketing or advertising a certain product meets or exceeds the amount of money
you are generating from selling that product. This can happen when a competitor enters the
field, when consumer tastes change or when your price point is too low or too high.
3. Part of responding to changes in the economy dealing with your competitors, unless
you're very lucky, your business inevitably will have to deal with competitors offering similar
products at similar or even lower prices. Customers may be tempted to buy from the
competitor if you don't respond to these economic changes. To keep competitive, you have
to increase your marketing exposure and even rethink your target market.
4. Marketing is a branch within management concerned specifically with meeting
consumer demands, in addition it relates directly to consumers, while management does not
involve customer interaction.
5. Marketing activities are planned by management, and their executions are monitored
through managerial functions.

Activity 2. Making your own connections. Materials: Pen and Bond Paper.
Instructions: Make a three circle like the one above and label each circle with marketing, economics,
and management. Write your own connections between marketing and economics and marketing to
management.

Marketing and Economics Marketing and Management

1. 1.
2. 2.

’s New

Discuss or explain what is being asked. Write your answer on your activity on your activity
notebook.

1. Are you interested in becoming a part of a marketing organization? If you are, what
characteristics do you have that can make you a successful marketer?

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 is It

Marketing is the creation and communication of value to customers. It involves the

customer’s maintenance of relationships that should last for lifetime. It is the link between
society’s material requirements for its needs and wants. Marketing must satisfy human needs and
wants through the exchange process and the building of long-term relationships.

Figure 1. Concept and Marketing Principles.

(https://www.ozassignments.com/solution/mkt410-introduction-to-marketing-editing-and-
proofreading-services)

Over the years, marketing has evolved various definition and its meaning changes
according to the views of the different marketing gurus. Many view marketing as process or
dynamic business activity that is designed to plan and promote the delivery or satisfy needs
and wants of the potential and present market. In the definition of marketing given by the
American Marketing Association or AMA, “Marketing is an organizational function and a set
of processes for creating, communicating, and delivering value to customers and for managing
customer relationships in ways that benefit the organization and its stakeholders.” The
definition views as an exchange process or discipline that involves strategies, activities,
positions, and institutions.

The definition of Marketing according to Dr. Philip Kotler, “A social and managerial
process whereby individuals and groups obtain what they need and want through creating and
exchanging products and value with others.” It is also defined as the meeting of the minds
between the seller and the buyer to satisfy human needs and wants with profit on the part of
the marketer and the satisfaction of the buyer for the money he spent. On the bases of this view,
marketing is an organization intervention and functions that set the process of creating,
communicating and delivering value to customers.

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 From the academic point of view, marketing is the art and science of creating tangible
products or services and finding the market, getting and retaining them to attain profitable
operations. On one hand, it is a societal process that marketers must communicate the
sustainable value of the product or service to its target market. It is a critical business process
for attracting customers to satisfy their needs and wants.

Marketing is also an integrated process through which companies create value for
customers and build strong customer relationships in order to capture value from customers in
return. Simply put: Marketing is the delivery of customer satisfaction at a profit.

Goal: Attract new customer by promising superior value and keep and grow current
customers by delivering satisfaction.
Interacting Components of Marketing

Company Market

The company and its market are equally important. It is marketing that gives fulfilment
to both components. Marketing people should balance between the company’s requirements
for profit and desired market share.

This is composed of two other interacting components: the customer and competition.
The overriding objective of the company is not just to satisfy the needs and want of its
customer. It must profitable and better than its competitor. Otherwise, the competitor could
win the customers because it is able to satisfy them.

Customer Needs and Wants

Need is one important component in the marketing of products. It is the consumer’s desire for
a product or service. The product or service must have specific benefits that satisfy the functional or
emotional needs. On the other hand, basic needs are food, clothing, and shelter. We cannot live
without them and marketers must be able to provide them to human population.

Food can be processed in different tastes; styles and menus that shall meet the human craving
and satisfaction. Clothing could be designed into different styles depending on people’s taste and
social values. Shelters are constructed differently depending on the capacity of the buyer to finance
his home. These needs are the marketer’s point of interest for profit.

Wants are higher-level human needs as they appeal more to the emotions. These are the social
needs for recognition and the development of higher social satisfaction is limitless. The development
of technology and different electronic gadgets are more of human wants. The marketers must
continuously improve technological inventions to sustain customer wants.

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Concepts of Marketing

According to Garovillas (2004), he stated that the marketing concept is a business philosophy,
which holds that the key to achieving organizational goals consists of determining the needs and
wants of target markets and delivering the satisfaction more effectively and efficiently than
competitors do.

Figure 2. Concept of Marketing. (https://www.businessstudiesinformation.com/what-are-

five-core-customer-and-marketplace-concept/)

The philosophy of doing business is developed as people realized that marketing is vital to
the success of any marketing organization. The marketing concept emphasizes customer orientation
and coordination of marketing activities to achieve the marketing goals and objectives. The
philosophy that “The customer is the boss”, rings over the minds of the marketing people that
customer satisfaction which is of paramount consideration. While it is important to satisfy customer
wants and needs, this could only be achieved under the following marketing concepts:

1. Marketing must be Customer Oriented.

The planning and operation must be directed towards customer orientation. The whole
marketing organization and its operating staff must be focused on determining what will satisfy the
needs and wants of the target customers, the important link in the business operation.

2. Marketing must be Coordinated Activities

Coordination activities must start in the product planning process, the process. The product is
the key element that the customer wants to buy that is worth his money. Price is another important
component as customers would like to get his money’s worth. The place of distribution must be within

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his reach and the promotional activities must be appealing for him to decide which product to
purchase.

3. Marketing must be able to achieve the Performance Target Goals and Objectives.

Customer-oriented and coordinated marketing aims to achieve its profit, objectives and goals.
These goals and objectives hinge on the increase in sales volume and customer’s patronage. When
product planning, price, promotion and distribution and properly coordinated, it will result in the most
effective way of satisfying the customer’s needs and wants. The sales volume and profit objective
will be realized.

Factors for Developing Marketing Concepts

1. Capturing Marketing Insights

The overall direction must focus on its vison and mission. The organizational goals and
objectives must be directed towards the creation of value to its customers. These must be the inherent
philosophy of the marketing organization. The functional areas in the marketing organization must
be focused towards its ultimate set of tasks in the building of long-lasting relationship with its target
market.

2. Effective Financial Management System

This system in the procurement of quality and affordable materials for processing of the
product is a vital component in effective operation of the marketing system. The competition in the
market is based on affordable quality products where labor and materials interplay in their production.
Financing the marketing program will develop effective sales program that will bring in sustainable
profitability.

3. The Value of Human Resources

All business activities need human resources in their operation. The employees must be
committed in the production of quality products and the delivery of quality service. They must
develop work ethics and strong commitment to the marketing efforts of the organization. Sustainable
development and progress rest with people who are willing to put all efforts towards the
organizational objective of quality products and service.

4. The Production Process

The process must conform to standards in terms of product quality. The race to economic
profitability is the production of products that shall satisfy the customer’s wants and needs. The role
of marketing is to sell more products, but it must conform to customer demand. Production may
produce so many products, yet they are useless inventory when they fail to reach their target market.
Marketing efforts will turn them into profitable inventory.

5. The Presence of Competitors

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 The marketing of products becomes interesting with the presence of competitors. Marketing
outfit must develop strategies in capturing their target market and develop and sustained patronage.
These marketing strategies must develop customer loyalty to the brand or the product. Product
improvement and pricing strategies with sustained promotional and advertising program are
important components in the competitive market.

Traditional concept marketing is a marketing strategy a company uses to determine if it can

produce a viable product consumer want or need, whether the company can produce enough products
to fill the need, and the marketing method by which the need can be filled.

Several Distinct Traditional Approaches:

1. Production concept focuses on the internal potentials of the company and not based
on the desires and needs of the market.
2. Marketing concept a philosophy which states that organization must try hard to find
out and satisfy the needs and wants of consumers while at the same time
accomplishing the organizational goals.
3. Sales concept refers to the idea that people will buy more goods and services through
personal selling and advertising done aggressively to push them in the market.
4. Relationship concept/marketing an approach that centers on maintaining and
improving value-added long-term relationships with current customers, distributors,
dealers and suppliers.
5. Societal Marketing Concept views that organizations must satisfy the needs of
consumers in a manner that gives for society’s benefit.

The Goals of Marketing and their Social Effects

1. Maximize the Consumption of Goods - The Aggressive marketing strategies and

policies had increased the consumption of goods and services. The demand of the market is
tremendous. Sellers face many challenges on what products to offer. Buyers want quality products at
reasonable price and t the most convenient location.

The marketing job is to stimulate greater product consumption. Greater production requires
consumption of material inputs and more goods in the market that create more employment. More
jobs are created, and more people enjoy economic wealth. Maximum consumptions generate
economic development for the nation.

2. Maximize Consumer Satisfaction - The market demand is varied, and customer

satisfaction is the challenge of the marketing organization. Measurement of customer satisfaction is
difficult. It embraces careful analysis of the market demand which varies with the time and the social
development of society.

The customer may be satisfied with the product the marketing people produce but it may
create pollution to the environment. Plastics are good packaging materials for consumer goods but

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they create flood and environmental pollution. Cars and other vehicles using gas serve the
convenience of the riding public, but they create global warming that result to environmental
imbalance.

3. Maximize Choice of Goods or Service - Some marketers believe that the goal of
marketing is to maximize the variety of the product in the market and provide consumers a wide
assortment of choices. The main objective is for customers to find the goods that will satisfy their
biological needs as well as their emotional and social wants.

Development of new products needs research but that will mean time and costs. Maximizing
consumer choice entails cost as the economies of scale do not operate in production of goods. The
consumers must spend time studying the benefits of the production of goods.

4. Maximize the Quality of Life - The improvement of the quality of life is the target
of marketing people. New hand phones are created to communicate with various sectors of society,
friends and families. Easy communications access satisfies not only social needs but also business
requirements. Compu0terss and others electronic gadgets bring pleasures to homes and enjoyment of
the comfort of living.

The quality of life is difficult to measure. Life satisfaction is more than the physical comfort.
The impact of electronic radiation has created health problems among the many users of modern
gadgets. People in the previous generations lived longer because they lived a simple life. They ate
unadulterated food and lived free from pollution and radiation.

Goals of Marketing

1. Focusing on customer wants and needs to distinguish products from competition

2. Integrating all the organization’s activities to satisfy customer wants and needs
3. Achieving the organization’s long-term goals by satisfying customer wants and needs

Figure 3. Goals Are Different From Objectives.

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Key Performance Indicators

Key performance indicators (KPIs) are used to check that the marketing activities of a
company are on track. KPIs are specific metrics which are used to track performance to make sure
the firm is on track to meet specific objectives. They are sometimes known as performance drivers or
critical success factors for this reason.
Examples of noteworthy marketing goals:
1. Identifying the target market
2. Increasing sales and profits
3. Increasing brand awareness
4. Increasing market share
5. Countering competitive strategies
6. Reputation
7. Increasing distribution channels

What is Traditional Marketing?

Traditional marketing is an umbrella term that covers the wide array of advertising channels
we see daily. These may include print media, billboard and TV advertising, flyer and poster
campaigns and radio broadcast advertising.

These traditional marketing messages are not necessarily outdated; however, research has
shown those companies that have abandoned simply using these channels, and adopted contemporary
marketing channels proposed in this article, have remained prosperous and in fact seen an increase in
leads, a higher quality of leads, sales and traffic to web content.

Ansoff's Matrix Theory

Traditional marketing theories include Ansoff's Matrix, a theory that proposes

products/services fall into one of four categories depending on the market and the product released.
New Product- New Market is considered as diversification. This theory recommends that businesses
should try to diversify their product portfolio to spread risk amongst their product range. An example
of this would be when Apple created the first iPhone released in 2007. This product was new and
introduced into a new market. Apple soon reaped the benefits of introducing this hugely popular
phone. Their product range grew from accommodating for designers on the Apple Mac, to mobile
devices, tablet devices, watches and beyond.

The Marketing Mix

Another marketing theory that's considered to be traditional is the marketing mix made up of
the 7 P's. These include product, place, promotion, price, packaging and positioning. All these
components, when combined, create a solid marketing proposal. However, this theory as well as
Ansoff's, can be drastically improved with the use of contemporary marketing strategies.

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 Traditional Marketing seeks to pull customers to a product, whatever the cost. It is, for this
reason, considered to be outdated as it does not consider the customer they are selling to, more the
market that the company operates within. There are however channels that have developed from
traditional marketing, including digital, that aim for the same goal, however, use more subtle and
approachable mediums so as to capture their target audience. This may include Pay-Per-Click
campaigns, social media posts, search engine optimization and email marketing.

Definition of Contemporary Marketing

Simply defined, contemporary marketing refers to marketing strategies that are consumer
focused. Contemporary marketing strategy offers products and services based on what the target
market desires rather than what the company wants them to have, thereby, offering greater support
for their customers and becoming able to take advantage of more advanced marketing funnels to track
progress.

Difference Between Contemporary Marketing Orientation and Traditional

Marketing Orientation

The main difference between the contemporary marketing orientation and traditional
marketing orientation is that while the former is consumer-focused, the latter is company- focused.
Traditional marketing is concerned with pulling customers and does not really consider the customer's
diverse needs. Rather it is concerned with the market or industry in which the company operates in.

Contemporary marketing aims for customers satisfaction in order to build a relationship with
them. Therefore, the types of marketing strategies under contemporary marketing are concerned with
the needs of customers.

Since it first emerged as a distinct business and management phenomenon, marketing has
evolved significantly with new types of marketing to address changing trends in the market. This is
probably because most successful businesses use a combination of different types of marketing
whether they’re contemporary or traditional marketing strategies to get great results. Business owners
now see more reasons to get the best out of the functions of marketing by enhancing their target
marketing plan example to deliver more developmental benefits. The diversity and improvement in
marketing nowadays could sometimes prompt one to wonder what marketing is meant to look like.
Our contemporary marketing world now features advanced marketing skills and improved marketing
mix.
Here are some of types of marketing:
1. Business to Business - B2B Marketing
2. Business to Consumer - B2C Marketing
3. Brand Marketing
4. Cloud Marketing
5. Telemarketing
6. Guerrilla Marketing

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 7. Push Marketing
8. Influencer Marketing

Emerging Types of Marketing and their Applications:

Based on a 2017 report by Kleiner Perkins Caulfield and Byers, an internet trend investment
firm, 3.4 billion people use the internet. Therefore, the internet has become an easy and quick way to
research, reach and engage customers.
1. Search engine optimization is majorly concerned with increasing a business’
visibility and rankings on search engine result pages. It is a simple way of attracting
organic traffic of potential customers to a website. SEO can be maximized with paid
adverts (Google AdWords), strategic content marketing and social media networks.
2. Pay per Click advertising: This is advertising presented on search engine result pages
or web pages where the advertiser is only charged based on the number of times
someone clicks on the ads to go to the advertiser's targeted website.
3. Email marketing is a type of marketing based on the distribution of messages through
emails. Email marketing provides direct contact with customers and allows businesses
to create relationships with their customers. Updates, exciting news, and call to actions
can be sent directly to customers.
4. Referral marketing: is a type of marketing where an individual or customer pleased
with the results gotten from a product refers the product to another person. It's a very
subtle form of marketing that can provide great results especially when the person
referring is an Influencer in that industry.
5. Affiliate marketing: is a prominent type of internet marketing where a third party
promotes a product and earns commission, or a piece of the profit gotten from every
sale made through that referral.
6. Video marketing: Videos act as one of the most interactive types of online marketing
and can prove to be a great way to raise awareness about a business or product. In fact,
according to Mushroom networks, YouTube is the second biggest search engine.
Therefore, video marketing can prove to be a great way to pass messages to target
customers.
7. Inbound marketing is a very powerful contemporary marketing strategy that focuses
on different tactics to draw consumers in and convince them to buy goods. It is one
the result-oriented types of marketing that uses content to drive results. A key subset
of Inbound marketing is Content marketing which the Content Marketing Institute
refers to as "a strategic marketing approach focused on creating and distributing
valuable, relevant, and consistent content to attract and retain a clearly defined
audience."

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Green Marketing refers to the process of selling products and/or services based on their
environmental benefits. Company are selling products and/or services by first promoting its benefit
that is environmentally friendly or produced in an environmentally friendly way.
For green marketing to be effective, there are three things that needs to be done:
1. Being genuine
a. The company is doing what it claims to be doing in its green marketing
campaign and;
b. The rest of the business policies are consistent with whatever the firm is doing
that’s environmentally friendly.
4. Educating the customers isn’t just a matter of letting people know that the company is
doing whatever it doing to protect the environment, but also a matter of letting them
know why it matters.
2. Giving customers an opportunity to participate means personalizing the benefits of the
company’s environmentally friendly actions, normally through letting the customer
take part in positive environmental action.

’s More

Task 3
Essay:
1. Suppose you are looking for a job. How would you apply marketing principles to your job search?
In what way would you be able to market yourself and impress the human resource specialists to be
a potential candidate for the job?
________________________________________________________________________________
________________________________________________________________________________
________________________________________________________________________________
2. Is marketing appropriate for political candidates? Why or why not?
________________________________________________________________________________
________________________________________________________________________________
________________________________________________________________________________

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 I Have Learned

Directions: Write a short reflection on your activity notebook. Think of yourself as a loyal customer
of a pizza parlor. Considering the contemporary marketing approaches, what additional features or
services do you expect to be offered along with your order and / or patronage of the establishment.

I Can Do

Task 4

Direction: Answer briefly what is being asked.

1. How can a company build and maintain customer loyalty based on the relationship marketing
concept?

2. Write the difference between traditional marketing and online marketing. Give examples.

Rubrics:

Level of General Approach Comprehension

Achievement
Exemplary •Addresses the question. •Demonstrates an accurate and complete
(10 pts quizzes) •States a relevant, justifiable understanding of the question.
answer. •Backs conclusions with data and
•Presents arguments in a logical warrants.
order. •Uses 2 or more ideas, examples and/or
arguments that support the answer.
Adequate •Does not address the question •Demonstrates accurate but only
(6 pts quizzes) explicitly, although does so adequate understanding of question
tangentially. because does not back conclusions with
•States a relevant and justifiable warrants and data.
answer. •Uses only one idea to support the
•Presents arguments in a logical answer.
order. •Less thorough than above.
Needs •Does not address the question. •Does not demonstrate accurate
Improvement •States no relevant answers. understanding of the question.
(3 pts quizzes) •Indicates misconceptions. •Does not provide evidence to support
•Is not clearly or logically their answer to the question.
organized.
No answer (0
pts)

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 I. TRUE or FALSE: Write True if the statement is correct and write False if it is incorrect.
1. Marketing concept focuses on the internal potentials of the company and not based
on the desires and needs of the market.
2. Goals of Marketing are specific metrics which are used to track performance to make
sure the firm is on track to meet specific objectives.
3. Marketing is an organizational function for creating, communicating, and delivering
value to customers and for managing customer relationships in ways that benefit the
customers.
4. Sales concept refers to the idea that people will buy more goods and services through
personal selling and advertising done aggressively to push them in the market.
5. Traditional concept marketing is a marketing strategy a company uses to determine if
it can produce a non-viable product consumer want or need, whether the company
can produce enough products to fill the need, and the marketing method by which the
need can be filled.

II. MULTIPLE CHOICE: Choose the letter of the best answer.

1. Customer-oriented and coordinated marketing aims to achieve its profit, objectives and goals.
These goals and objectives hinge on the increase in sales volume and customer’s patronage.
a. Maximize the Consumption of Good c. Maximize Choice of Goods or Service
b. Maximize Consumer Satisfaction d. None of the above

2. The process must conform to standards in terms of product quality.

a. Marketing Process b. Sales Process
c. Production Process d. Marketing Process

3. Higher-level human needs appeal more to the emotions. These are the social needs for
recognition and the development of higher social satisfaction which is limitless.
a. Needs b. Drives c. Wants d. Social needs

4. This tool is used to check that the marketing activities of a company are on track and are used
to track performance to make sure the firm is on track to meet specific objectives.
a. SMART Objectives c. Goals
b. Key Performance Indicators d. Objectives

10. Company are selling products and/or services by first promoting its benefit that is
environmentally friendly or produced in an environmentally friendly way.
a. Marketing Research c. Green Marketing
b. Innovative marketing d. None of the above

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 11. Is a marketing strategy a company uses to determine if it can produce a viable product
consumer want or need, whether the company can produce enough products to fill the need, and
the marketing method by which the need can be filled?
a. New concept in Marketing c. Tradition Concept in Marketing
b. Sales Concept d. Marketing Concept

12. This concept refers to the idea that people will buy more goods and services through personal
is?
a. Marketing Concept c. Production Concept
b. Sales Concept d. None of the above

13. An organizational function and a set of processes for creating, communicating, and delivering
value to customers and for managing customer relationships in ways that benefit the organization
and its stakeholders.
a. Marketing c. Production
b. Marketing Research d. Sales

14. It views that organizations must satisfy the needs of consumers in a manner that gives for
society’s benefit.
a. Marketing Concept c. Production Concept
b. Sales Concept d. None of the above

15. Top-level broad goals to show how the business can benefit from channels. So, goals are the
broad aims used to shape strategy. They describe how marketing will contribute to the business
in key areas of growing sales, communicating with audience and saving money.
a. SMART Objectives c. Objectives
b. Goals d. None of the above

Answer the following questions:

1. What are the key elements in the AMA definition of Marketing? Do you find it
complete? Why?
_______________________________________________________________
_______________________________________________________________
2. In your Barangay, is marketing existing? Explain your answer
_______________________________________________________________
_______________________________________________________________
_______________________________________________________________

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Description: This rubric will help you know exactly what I am expecting to find in an essay.
4 / VERY 2 / NEEDS
5 / EXCELLENT 3 / AVERAGE 1 / UNACCEPTABLE
GOOD IMPROVEMENT
This paper is clear This paper is The writer is Topic is not well- As yet, the paper has no
and focused. It mostly focused, beginning to define defined and/or there clear sense of purpose or
holds the reader's and has some the topic, even are too many topics. central theme. To extract
attention. Relevant good details and though meaning from the text,
Ideas
details and quotes quotes. development is still the reader must make
enrich the central basic or general. inferences based on
theme. sketchy or missing
details.
The organization Paper (and The organizational Sentences within The writing lacks a clear
enhances and paragraphs) are structure is strong paragraphs make sense of direction. Ideas,
showcases the mostly enough to move the sense, but the order of details, or events seem
central idea or organized, in reader through the paragraphs does not. strung together in a loose
theme. The order, order, and text without too or random fashion; there
Organization
structure of makes sense to much confusion. is no identifiable internal
information is the reader. structure.
compelling and
moves the reader
through the text.
The writing has an The writing The text hums The text seems The reader has to
easy flow, rhythm, mostly flows, along with a steady choppy and is not practice quite a bit in
and cadence. and usually beat, but tends to be easy to read orally. order to give this paper a
Sentences are well invites oral more businesslike fair interpretive reading.
Sentence
built, with strong reading. than musical, more
Fluency
and varied structure mechanical than
that invites fluid.
expressive oral
reading.
The writer The write The writer shows The writer seems to Errors in spelling,
demonstrates a understands reasonable control have made little effort punctuation,
good grasp of good writing over a limited to use conventions: capitalization, usage, and
standard writing conventions and range of standard spelling, punctuation, grammar and/or
conventions (e.g., usually uses writing capitalization, usage, paragraphing repeatedly
spelling, them correctly. conventions. grammar and/or distract the reader and
punctuation, Paper is easily Conventions are paragraphing have make the text difficult to
Conventions
capitalization, read and errors sometimes handled multiple errors. read.
grammar, usage, are rare; minor well and enhance
paragraphing) and touch-ups readability; at other
uses conventions would get this times, errors are
effectively to piece ready to distracting and
enhance publish. impair readability.
readability.
The form and The format only The writer's The writer's message The reader receives a
presentation of the has a few message is is only garbled message due to
text enhances the mistakes and is understandable in understandable problems relating to the
ability for the generally easy this format. occasionally, and presentation of the text,
Presentation reader to to read and paper is messily and is not typed.
understand and pleasing to the written.
connect with the eye.
message. It is
pleasing to the eye.
Source: https://www.uen.org/rubric/previewRubric.html?id=20123

23
 24
Part of Answers
Module
What I Pre-assessment
1.B 6. D 11.C
Know 2.B 7. A 12.B
3.C 8. B 13.D
4.D 9. D 14.C
5.C 10.B 15. C
What’s In Activity 1: TRUE OR FALSE
1-5) ALL TRUE
Activity 2:
The learners expected to write his/her understanding
regarding relationship of Marketing to Management and
Marketing to Economics. She/he can explain the
connectedness of marketing to economics and marketing to
management.
What’s Independent
Activity Essay:
more Learners are expected to write any of the following possible answers:
a. Make an impressive or creative Resume;
b. Prepare himself (personal/ grooming);
c. Prepare appropriate business attire;
d. Research the company background
e. Tell about your strong and weak sides;
f. Work-out possible common interview questions.
Learners is expected to write the following key words:
a. Promotion of political candidates;
b. Using online platforms for campaigns;
c. Market the candidates his/her ideas and perspective his/her chance of winning;
d. Convince the audience to agree with their ideas or political agenda to get votes.
e. Using jingles and videos for campaigns;
f. Using of advertisements on TV, Radio and Online.
What I can Answer may
vary
do
Assessment I. TRUE OR FALSE
1. FALSE
2. FALSE
3. FALSE
4. TRUE
5. FALSE
II. MULTIPLE-CHOICE:
1. D 6. C
2. C 7. B
3. C 8. A
4. D 9. C
5. B 10. D
 25
Additional Learners are expected to define:
(1)
Activities • Marketing is an organizational function and a set of processes for
creating, communicating, and delivering value to customers and
for managing customer relationships in ways that benefit the
organization and its stakeholders.
• Exchange process or discipline that involves strategies, activities,
positions, and institutions.
• Societal process that marketers must communicate the sustainable value of the
product or service to its target market. It is a critical business process for
attracting customers to satisfy their needs and wants.
• Marketing is also an integrated process through which companies create
value for customers and build strong customer relationships in order to
capture value from customers in return. Simply put: Marketing is the
delivery of customer satisfaction at a profit.
(2)
In your Barangay, Marketing existing? Explain your answer.
The answer of learners is expected to observe the marketing on their
barangay. It is open ended question they can narrate their observation and
connect marketing.
References
Books

Armstrong, Gary (2013). Marketing: An introduction. 11th, Global ed. Harlow, England:
Pearson
Garrovillas, Eduardo P (2007). Out of the Box Marketing Principles, that work and make
sense. Books Atbp. Publishing Corp
Go, Josiah (1996). Contemporary Marketing Strategy in the Philippine Setting, Manila:
National Bookstore
Medina, Roberto G. (2008). Principles of marketing revised edition REX Bookstore.
Pagoso, Cristobal, et al. Principles of Marketing: Philippine Setting with E-commerce:
Nelson Publication Paranaque
Zarate, C. (2017). Principles of Marketing. Quezon City: C & E Publishing, Inc

Website:
Attar, Asiyeh (2019) Contemporary Types of Marketing. Retrieved:
https://blog.ubrik.com/types-of-marketing
Williamson, Will (2020). Traditional Vs Contemporary Marketing Strategies. Retrieved:
https://blog.jdrgroup.co.uk/digital-prosperity-blog/traditional-vs- contemporary-marketing-
strategies

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