Principles of Marketing

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Principles-OF- Marketing
Bachelor of Science in Accountancy (Ateneo de Naga University)
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11
PRINCIPLES OF
MARKETING
Third Quarter
LEARNING ACTIVITY SHEET

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COPYRIGHT PAGE
Learning Activity Sheet

Principles of Marketing
Grade 11
Copyright @ 2020
DEPARTMENT OF EDUCATION
Regional Office No. 02 (Cagayan Valley)
Regional Government Center, Carig Sur, Tuguegarao City, 3500
<No copy of this materials shall subsist in any work of the Government of the Philippines.
However, prior approval of the government agency or office wherein the work is created
shall be necessary for exploitation of such work for profit.=
This material has been developed for the implementation of the K to 12 Curriculum through
the Curriculum and Learning Management Division (CLMD). It can be reproduced for
educational purposes and the source must be acknowledged. Derivatives of the work
including creating an edited version, an enhancement of supplementary work are permitted
provided all original works are acknowledged and the copyright is attributed. No work may
be derived from the material for commercial purposes and profit.
Consultants:
Regional Director ESTELA L. CARIŇO, EdD, CESO IV
Assistant Regional Director RHODA T. RAZON, EdD, CESO V
Schools Division Superintendent MADELYN L. MACALLING, PhD, CESO VI
Assist. Schools Division Supt. EDNA P. ABUAN, PhD
DANTE J. MARCEL, PhD, CESO VI
Chief Educ. Supervisor, CLMD OCTAVIO V. CABASAG, PhD
Chief Education Supervisor, CID RODRIGO V. PASCUA, EdD
Development Team
Writers :Jayson G. Bagunu, Maribeth C. Labasa, Mary Jean T. Sabado,
Vanessa F. Salinas
Content Editors : Inocencio T. Balag, Cyril M. Pacunana, Vanessa F. Salinas,
Claudine A. Sevilleja, Maryland F. Mendoza
Focal Persons : Inocencio T. Balag, EPS Mathematics, SDO Isabela
Isagani S. Duruin, EPS Mathematics, DepEd R02-CLMD
Printed by DepEd Regional Office No. 02

Regional Center, Carig Sur, Tuguegarao City
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TABLE OF CONTENTS
Competency Page No.
Define and understand marketing 1
Describe the traditional approaches to marketing 2
Discuss the goals of marketing 3
Define <relationship marketing= 7
Explain the value of customers 13

Distinguish between strategic and marketing planning in terms of 29
objectives and processes
Define marketing research, its importance to a business enterprise and identify 41

the steps in marketing research
Differentiate the buying behavior and decision making of individual/household 48

Customer versus the business (organizational customer)
Identify and segment market for a product or service
Select the appropriate target market segment and its positioning
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PRINCIPLES OF MARKETING
Name of Learner: __________________________ Grade: ______________
Section: __________________________________ Date: ______________
MARKETING PRINCIPLES, GOALS AND APPROACHES
Background Information for Learners:
Successful company in our changing world today is a result of strong focus to customers and
dedication to marketing. This means satisfying the needs of customers and motivating to deliver
superior and quality value of products and services that leads to customer satisfaction.
We are all customers in many ways and an essential component in a marketing system, thus
innovating customer value and satisfaction is the heart and soul of modern marketing. Perhaps, the
simplest definition of marketing is the delivery of customer satisfaction for a profit. Our goal is to
attract new customers by offering superior value products and keeping current customers by ensuring
their satisfaction.
In this activity, you will define and explain marketing and its principles, describe various
approaches and discuss its goals.
Learning Competency with code
Define and understand marketing principles, goals and approaches (ABM_PM11-Ia-1-3).
Directions/Instructions
Activity I. Read carefully the various definition of marketing and answer the activity in the
table given below.
Marketing Defined
<Marketing is a form of communicating or promoting the value of a product,
service or brand to the customers.=
<Marketing as the activity set by institutions and process for creating,

communicating, delivering, and exchanging offerings that have value for customers,
clients, partners and society at large.=- by American Marketing Association (AMA)
<Marketing as a science and profession guided principally by the universal

principles of ethics, corporate citizenship and social responsibility= by Philippine
Marketing Association (PMA).
<Marketing is a delivery of customer satisfaction for a profit.

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1. In your own words, what is marketing? Expound your answer.
________________________________________________________________________
________________________________________________________________________
________________________________________________________________________
________________________________________________________________________.
2. Explain why marketing is principally about communication.

________________________________________________________________________
________________________________________________________________________
________________________________________________________________________
________________________________________________________________________.
3. Cite at least 3 business establishments in your community (panciteria, hardware,

grocery etc.) What are the elements of their business that they should communicate to
customers?
________________________________________________________________________
________________________________________________________________________
________________________________________________________________________
________________________________________________________________________.
Activity II. Read and understand the following goals of marketing and introduce a product
using the template provided.
Goals of Marketing
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 consumer.
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 the well-being of societies.
Directions: You are tasked to introduce or innovate a new beverage drink in your
community/ locality. It can be a cola, juice, tea or energy drinks with an important element
that would address the needs and wants of consumers in your community. Present your
product proposal using the template below.

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PRODUCT PROPOSAL
1. What is your proposed beverage

product?
2. Who is your target market?
3. What needs or wants would you like
to address?
4. Will it improve the human condition
and quality of life in your community?
5. What is your main customer driven
marketing strategies?
6. Do you think your product beneficial
to the community? Why?
7. What customer value will it bring to
consumers?
8. Do you think your product will be
profitable?
Activity III. Read and analyze the following approaches to marketing, then give at least one
(1) product that uses/ applicable on each approach.
Approaches to Marketing
Traditional Approaches to Marketing Contemporary Approaches to Marketing
1. Production Concept- efforts are 1. Marketing Concept- its objective is to
concentrated towards expanding provide solution to the customer9s actual or
distribution, and improving production perceived problem. To be more effective on
efficiency- lowering production cost creation, communication and delivery of this
resulting to lower prices. value to customers.
2. Product Concept- resources are focused 2. Relationship Marketing Concept-
on product improvement and innovation. marketing activities are focused for the
Product features and attributes are purpose of establishing, maintaining &
continuously enhanced. strengthening long-term relationship with
customers. Ensure customer needs are
fulfilled and relationships are maintained.
3. Selling Concept- emphasizes aggressive 3. Societal Marketing Concept- similar to
selling and promotional efforts. Objective is marketing concept, however beyond
to sell what is manufactured rather than providing solutions to customers this
manufacture what the market wants. concept includes considerations that protect
customer9s well-being and interest and
interest of environment and society.
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Directions: Give at least one (1) product applicable to each marketing approach and justify
your product choice.
Traditional Approaches to Marketing Contemporary Approaches to Marketing

1. Production Concept 1. Marketing Concept
Product: ______________________ Product: ______________________
Reason: ____________________________ Reason: ____________________________
_________________________________ _________________________________
2. Product Concept 2. Relationship Marketing Concept
Product: ______________________ Product: ______________________
Reason: ____________________________ Reason: ____________________________
_________________________________ _________________________________
3. Selling Concept 3. Societal Marketing Concept
Product: ______________________ Product: ______________________
Reason: ____________________________ Reason: ____________________________
_________________________________ _________________________________
Rubric for Scoring:
I. Rubric for scoring not applicable.

II. Rubric for scoring to product proposal.
Criteria Total Points Your Points
How innovative is the product proposal? 15
How marketable is the proposed product? 15
How relevant are the needs/ problems that 20
the product seeks to address?
TOTAL 50
III. Rubric for scoring for approaches to marketing.
Level of Understanding Score

Excellent presentation and discussion of product samples 17-20

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Very Good presentation and discussion of product samples 13-16

Good presentation and discussion of product samples 9-12
Fair presentation and discussion of product samples 5-8
Poor presentation and discussion of product samples 0-4
Reflection:
1. I learned that marketing is
__________________________________________________________________________________
_______________ __________________________________________________________________.
2. I realized that communication is essential in marketing because
__________________________________________________________________________________
_________________________________________________________________________________.
3. I learned that the goals of marketing are:

__________________________________________________________________________________
_________________________________________________________________________________.
4. I realized and understand that the various approaches to marketing include:

__________________________________________________________________________________
_________________________________________________________________________________.
References for learners:

Principles of Marketing Textbook by Real C. So and Oscar G. Torres & Angeles A.
De Guzman; Online Resources
Answer key:
I. (No answer key, answers are subjective)
II. ( No answer key, answers are subjective)
III. ( No answer key, answers are subjective)

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Section: __________________________________ Date: ______________
CUSTOMER RELATIONSHIP: CUSTOMER SERVICE
Marketing is a dynamic system that is the most-up-to date activity in everywhere we

go. Exchange, transactions, and relationships are the core concepts of this system.
Increasingly, a key goal of marketing is to develop deep, enduring relationships with people
and relationship that could directly or indirectly affect the success of the firm9s marketing
activities. Thus, relationship marketing has evolved to be a very important marketing concept
through the years which treats each transaction with much value and appreciation.
Marketers believe that relationship marketing ensures profit maximization on the part
of the company and maximum benefit on the part of the customer. The operating assumption
of relationship marketing is thus, to build good relationships and profitable transactions will
follow.
Mostly believed that 8creating loyal customers’ is at the heart of every business. As
marketing experts Don Peppers and Martha Rogers say: <The only value your company will
ever create is the value that comes from customers-the ones you have now and the ones you
will have in the future. Businesses succeed by getting, keeping, and growing customers.
CUSTOMERS are the only reason you build factories, hire employees, schedule meetings, lay
fiber-optic lines, or engage in any business activity. WITHOUT CUSTOMERS, YOU DON’T
HAVE A BUSINESS.=
Undeniably, there are some businesses that fail to deliver the promise of superior
value to their customers. They are not meeting the standard of providing solutions to
customers9 problems or worse, their customers are dissatisfied.
This learning activity sheet guides the learners to comprehend and demonstrate
relationship marketing effectiveness and customer value as the most important strategies of
marketers.
Learning Competency with code:
Define <relationship marketing= and explain the value of customers ( ABM_PM11_Ic-d-5-6).

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Activity I. Mind Mapping
Directions/Instructions: Your task is to write related words about relationship marketing

inside the shapes below. Then, answer the corresponding questions written below this first
activity.
Questions:
1. From your answers above, what is Relationship Marketing?
________________________________________________________________________
________________________________________________________________________
________________________________________________________________________
________________________________________________________________________
________________________________________________________________________
2. What are the two pre-requisite of relationship marketing? Discuss its importance.
________________________________________________________________________
________________________________________________________________________
________________________________________________________________________
________________________________________________________________________
________________________________________________________________________
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Activity II. Turning on Relationship
Describe the shift from transaction –based marketing to Relationship-based marketing. Use
the given space to elaborate your answer.
Activity III. Levels of Relationship

A. Definitely, you are now knowledgeable about relationship marketing. Hence, your
task is to determine and describe the levels of marketing relationship.

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B. Plot the level of relationship marketing on the Trust and Commitment Matrix
High
TRUST
High
Low
COMMITMENT
C. Determine what relationship marketing programs are used to the following events
stated below. Your choices are: Social Relationship Marketing Program, Structural
Relationship Marketing Program, and Financial Relationship Program. Then the
given question below.
1._______________________________ 2._______________________________
_ _

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3._______________________________ 4._______________________________
_ _
5.._______________________________ 6.._______________________________
_ _
1. How do these relationship marketing programs induce strong bond with customers?
________________________________________________________________________
________________________________________________________________________
________________________________________________________________________
________________________________________________________________________
________________________________________________________________________
________________________________________________________________________
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Activity IV. Thinking Deeper!

Directions: Developing relationship is very important in every aspect of business
organization or a marketer. To build an effective network of relationship, answer the
questions indicated in the heart shape and write your answers on the rectangle shape.
1. 3.
What are the key constituents of

Relationship Marketing?
2. 4.
Questions:
1. What is the ultimate outcome of relationship marketing?
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
2. How to develop strong relationship with these constituents?

_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
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Activity V. Image Analysis
Directions/Instructions: Analyze the image in order to answer the questions below. Write
your answer on the space provided.
A.
Questions:
1. Do you believe that a customer is king or queen? Why or why not?

_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
____________________________________________________________________
2. What are the customer9s rights? Describe each right and cite a legal basis for your
answer.
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
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B. Analyze the inverted triangle to answer the questions below. Use the space
provided for your answer.
Question:
1. Most of successful marketing companies use the image above. You are tasked to
explain the image above.
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
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C.
Questions:
1. Look at the image above, help the customer to decide which laptop is better or
best for him.
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
2. How does a customer ultimately make choices?

_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_______________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
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3. What are the elements of value for customers?

_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
Activity VI.
You are tasked to answer the following questions below. Write your answer on the
given space.
1.
What is Customer-perceived value?

_____________________________________________________________________________
_____________________________________________________________________________
_____________________________________________________________________________
What is Total Customer Benefit? What is Total Customer Cost

____________________________________ _____________________________________
____________________________________ _____________________________________
____________________________________ _____________________________________
____________________________________ _____________________________________
____________________________________ _____________________________________
____________________________________ _____________________________________
_______________ _________
2. Provide the missing letters. Explain what it means. A provided space is given for
you.
_O__L __S__M_R V__U_
=
_ U _ T _ _ E _ _ E _ E _ _ T _ minus C _ _ T _ _ E _ _ _ S _ S
________________________________________________________________________
________________________________________________________________________
________________________________________________________________________
________________________________________________________________________
________________________________________________________________________
________________________________________________________________________
________________________________________________________________________
________________________________________________________________________
________________________________________________________________________
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3. The marketer can give more value than what the customer9s expects on the product.
Your task is to illustrate the Determinants of Customer Perceived Value. To illustrate,
use the given model below.
Customer
perceived value
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A. In your own preference, name competing firms or brands and assess the
customer9s perceived value by using the determinants above. Use separate sheet to
write your answer.
Rival Customer Customer Total Customer Which will you
firms/brands Benefits Cost Value buy? Why?
(name of
competing brands
of cellphone)
Ex.
Samsung
vs
Oppo
(name of
competing
supermarkets in
your locality)
______________
vs
______________
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Activity VII. Caselet

Analyze the passage to answer the questions below. Use the provided space for your
answer.
SuperSave Store is the largest store in the locality. There is a placard posted on the
entrance to welcome and help customers and even offer coffee and to provide carry out to
customers’ car and umbrellas in case of rain. The store has organic vegetable salad bar and
indicates when the products arrived. They also operate child care center to cater parents
whose children are with them during grocery time. The store rewards its customers through
loyalty programs, special discounts and other rewards. They also give credits to customers
who can discover anything wrong in the store like dented cans or bad vegetables. Because of
this strategy, everything went smoothly and done to exceed customers’ expectation.
SuperSave Store wins’ customer’s heart because of its performance of exceeding customer’s
expectation.
1. How do you describe SuperSave Store?
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
2. What is Value Proposition? How to deliver high customer value?
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
3. How does SuperSave Store satisfy or delight its customers?
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
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4. How does customer value analysis help the store to offer better than their
competitors?
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
Guide Question:
1. Why is relationship marketing significant in building and managing customer
relationships?
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
2. Who are the key parties in building and retaining long term relationship? Why is it
necessary to develop strong relationship with these parties?
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
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Rubrics for scoring:

Features 4 3 2 1
Quality of Very Somewhat Give new Give no new
Writing informative and informative and information but information and
well-organized organized poorly very poorly
organized organized
Ideas Present ideas in Presents ideas in Ideas are too Ideas are vague
an original a consistent general or unclear
manner manner
Understanding Writing shows Writing shows a Writing shows Writing shows
strong clear adequate little
understanding understanding understanding understanding
Grammar Virtually no Few spelling A number of So many
spelling and and grammatical spelling and spelling and
grammatical errors grammatical grammatical
errors errors errors
Reflection:
I learned that
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
References for Learners:

1. Kotler, Philip & Keller, Kevin Lane. (2009). Marketing Management. Person
Education South Asia Pte Ltd. Singapore: Prentice Hall, Pearson Education
International.
2. Hutt, Michael D. & Speh, Thomas W. Business Marketing Management. (2013-2015
Edition). Cengage Learning Asia Pte Ltd. Singapore: Cengage Learning Asia.
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3. Ruby F. Alminar-Mutya. (2015). Elements of Marketing, Fith Edition. National Book

Store. Mandaluong City. National Book Store.
4. DTI Handbook/www.dti.gov.ph
5. https://www.managementstudyguide.com/relationship-marketing-in-practice.htm
6. https://www.slideshare.net/Kira_Lio/relationship-marketing-33895283
7. https://www.slideshare.net/navagopi1/relationship-marketing-15199202
8. https://www.slideshare.net/kobivp/customer-value-management-22860514
9. https://hbr.org/1998/11/business-marketing-understand-what-customers-value
10. https://www.slideshare.net/Kiranprasad153/customer-value-and-satisfaction-
16129717
11. https://www.academia.edu/4717265/UNDERSTANDING_CUSTOMER_VALUE_C
ONCEPT_KEY_TO_SUCCESS
12. https://diuf.unifr.ch/main/is/sites/diuf.unifr.ch.main.is/files/file/seminars/CRM_FS08/
Customer_Value(MichaelDejen_HamedSekandary).pdf
Answer Key:
Activity I. Mind Mapping
Customer Relationship
Loyalty
Mutually build long
term relationship
Customer retention,
Customer satisfaction,
Collaborative Exchanges
Loyalty
with partners
Transactional,
Collaborative,
Commitment, Trust
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1. Relationship marketing aims to build mutually satisfying long-term relationships with

key constituents in order to earn and retain their business.
2. The exchange partners must have a high caliber bond of interactions through
Commitment and Trust.
Commitment represents a desire to maintain a valued relationship and, thus, an
exchange partner9s relationship motivation toward a partner.
Trust involves the evaluation of a partner9s reliability and integrity, which generates
confidence in the partner9s future actions that support cooperation.
Partners involved in high-quality, committed relationships are willing to disclose
proprietary information, which enables sellers to identify the customer9s unmet needs,
cross-well additional products more effectively, and price products properly, thereby
enhancing profitability.
Activity II. Turning on Relationship
Transaction-based Relationship-based
Buyer and seller exchanges Development, growth, and

characterized by limited maintenance of long-term, cost-
communications and little or no effective relationships with individual
ongoing relationship between parties customers, suppliers, employees, and
other partners for mutual benefit.
Views customers as equal partners in
transactions.
Encourages long-term relationships,
repeat purchases, and multiple brand
purchases from the firm.
Collaborative exchange between buyer
and seller
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Activity III. Levels of Relationship

A.
High
Partnership Marketing
Proactive Marketing
TRUST
Accountable Marketing
Reactive Marketing
Basic Marketing
Low High
COMMITMENT
B.
1. Social Relationship Marketing Program
2. Structural Relationship Marketing Program
3. Social Relationship Marketing Program
4. Financial Relationship Marketing Program
5. Financial Relationship Marketing Program
6. Structural Relationship Marketing Program
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How these relationship marketing programs induce strong bond with customers?
Investing relationship marketing programs such as financial, social and structural
strengthen relational ties with customers. Also, through these programs, it generates customer
feelings of gratitude, which lead to gratitude-based reciprocal behaviors, resulting in enhance
seller/marketer performance that would discourage customers from switching to competitors.
Activity IV. Thinking Deeper
1. Customers 3. Employees
What are the key constituents of

Relationship Marketing?
2. Marketing partners- 4. members of

channels, suppliers, distributors, financial community-
agencies shareholders, investors, analyst.
1. The ultimate outcome of relationship marketing is the Marketing Network which

consists of the company and its supporting stakeholders-customers, employees,
suppliers, distributors, retailers, ad agencies, scientist, and others with whom it has
built mutually profitable business relationships. Build an effective networks of
relationships with stakeholders and profit will follow.
2. To develop strong relationship with these constituents-customers, employees,
suppliers, distributors, retailers, agencies, investors, shareholders requires on
understanding of their capabilities and resources, theirs needs, goals, desires, and
design market offerings for the benefits of marketers and its constituents.
Activity V.
A.
1. Answer may vary
2. On March 15, 1962, the late USA President John F. Kennedy, gave focus on
consumer related issues. The Bill of Rights was later expanded by the United
Nations (UN) into eight (8) Basic Consumer Rights that we have known today.
These are:
1. RIGHT TO BASIC NEEDS. This is consumer right that guarantees survival,
adequate food, clothing, shelter, health care, education, and sanitation.
Consumers must look for quality, not the quantity; be quality conscious, not
brand conscious; do not engage in panic buying; and, during crisis or calamity,
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be vigilant in ensuring that basic commodities are available in the market and
in your home.
2. RIGHT TO SAFETY. It is a consumer right to be protected against the
marketing of goods or provision of services that are hazardous to health and
life. Consumers must check the label may contain the following: consume
before, expiry date, best before, FDA-Approved, Expires on, Caution/Warning
signs and symbols, check the Product Certification Marks-Philippine Standard
(PS) Mark and Import Commodity Clearance (ICC) Mark.
3. RIGHT TO INFORMATION. The consumer right to be protected against
dishonest or misleading advertising and labelling, and the right to be given the
facts and information needed to make an informed choice. The consumer
should read the label, ask the concerned agency, before signing the warranties
or other documents, read everything especially the fine prints, look for the
name and address of the manufacturer, and visit DTI Office or call DTI
Hotlines.
4. RIGHT TO CHOOSE. The consumer right to choose products at competitive
prices with an assurance of satisfactory quality. Consumer should read the
labels or manuals of the products, compare generic vs. branded, canvass
before buying, if products testers are available, try them, be wary of special
offers like free items or Buy 2 take 1.
5. RIGHT TO REPRESENTATION. The consumer right to express consumer
interests in the making and execution of government policies. What does
consumer do? Take time to attend public hearing and consultations; be
observant as to how consumer laws are being implemented in your area;
propose to legislators9 policies/law that will ensure that the consumers would
get the best value of their hard-earned money.
6. RIGHT TO REDRESS. This is right to be compensated for misrepresentation,
shoddy goods or unsatisfactory services. What does consumer do? Go back to
the store and look for the Consumer Welfare Desk to air your complaint; you
have the right to 3Rs-Repair then Replace or Refund (RA 7394 Chapter III
Article 68 Item d); if the store is unresponsive, file your complaint to the
appropriate agency like DTI; be sure to attend the mediation conference.
7. RIGHT TO CONSUMER EDUCATION. This is the consumer right to
acquire the knowledge and skills necessary to be an informed consumer.
Consumer should read, listen and watch; involve yourself; participate in
consumer-education activities.
8. RIGHT TO A HEALTHY ENVIRONMENT. The consumer right to live and
work in an environment which is neither threatening nor dangerous and which
permits a life of dignity and well-being. Consumer should practice 3Rs of
environmental protection-Reduce, Reuse, Recycle and conduct constant
monitoring on natural resources.
B.
1. Successful companies is in this orientation that at the Top are their customers,
next in importance are frontline people who meet, serve, and satisfy
customers, under them are the middle managers whose job is to support the
frontline people so they can serve customers well; and at the bae is top
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management, whose job is to hire and support good middle managers. It was
added customers at the both side which indicates that managers at every level
must be personally involved in knowing, meeting, and serving customers.
Businesses who are in this Model-Customer-On-Top Model will gain
competitive advantage over their rival firms.
C.
1. Answers may vary
2. Customers tend to be value maximizers, within the bounds of search costs and
limited knowledge, mobility, and income. Customers estimate which offer will
deliver the most perceived value and act on it. Whether the offer lives up to
expectation affects customer satisfaction and the probability that the customer
will purchase the product again.
3. Status pricing image, brand value, money-saving, customer service during
purchase, ease to access-ease of purchase and delivery options, quality,
specifications, affordability, cost, and transparency guarantee.
Activity VI
What is Customer-perceived value?

This the difference between the prospective customer9s evaluation of all the
benefits and all the costs of an offering and the perceived alternatives
What is Total Customer Benefit? What is Total Customer Cost

This is the perceived monetary value of the bundle This is the perceived bundle of costs customers
of economic, functional, and psychological expect to incur in evaluating, obtaining, using,
benefits customers expect from a given market and disposing of the given marketing offering,
offering because of the products, services, including monetary, time, energy, and
personnel and image involved. psychological costs.
1.
TOTAL CUSTOMER VALUE = CUSTOMER BENEFITS – CUSTOMER
COSTS
2. Customer gets benefits and assumes costs. The customer gets more the benefits from
the start of pre-selling, during sales, and post sales. This means that the customers
gained more benefits on owning the products or services than the customer costs. In
choosing two value offerings, customer must weigh in or examine the two competing
products by matching the benefits and costs. If benefits are higher than costs, the
customer will probably will own or buy the offerings.
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1.
Customer
perceived value
Total Customer Total Customer

Benefit Cost
Product Benefit Monetary Cost
Services Benefit Time Cost
Personnel Energy Cost

Benefit
Image Benefit Psychological

Cost
2. Answer may vary

Activity VII
A.
1. SuperSave Store delivers the promising value to their customers. They
give the outmost services, quality products and has customer oriented
employees. The store has distinctive consumer value. The managing owner
valued their customers that9s why it follows up to his/her employees.
Evidently, this store is somewhat extraordinary in treating or valuing their
customers.
2. Value Proposition consists of the whole cluster of benefits the company

promises to deliver; it is more than the core positioning of the offering. It is a
statement about the experience customers will gain from the company9s market
offering and form their relationship with the supplier.
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To delivery high value customer, everyone in the business organizations must be

customer oriented, continuously delivery customer satisfaction, quality of
customer service, and monitoring customer satisfaction, what is being promised
must be deliver, continuously keep customer by delivery superior value.
3. SuperSave Store serves the outmost customer service and quality products.
Because it9s their philosophy to delivery high level of customer satisfaction, they
continuously attract customer by delivering superior value and keeping their
promises in delivery value to their loyal and satisfied customers.
4. Customer value analysis helps the store to determine what the customers looks
for in terms of products/services attributes, benefits and performance levels.
Through this analysis, it helps the marketer/store to analyze what does or don9t the
competitors offer, by then the marketer can design product/service which exceeds
customers9 expectations.
B. Answer may vary

Guide Questions:
1. The following are the reasons why relationship marketing is significant in building
and managing customer relationships.
a. Loyal customers are far more profitable than customers who are price sensitive
and perceive few differences among alternative offers.
b. A firm that is successful in developing strong relationships with customers secures
important and durable advantages that are hard for competitors to understand,
copy, or displace.
c. It is easier to deliver additional products and services to an existing customer than
to a first time <buyer=.
2. Customers, suppliers, distributors. These are jointly developing innovative strategies

and demonstrating special skills in managing relationships. These are valuable asset if
they learned to be a good partners and have superior relationship skills in paying
attention to detail, meeting promises and swiftly responding to the needs of these key
parties. Through these marketing efforts, customers are surely satisfied and loyal to
the firm.
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Section: __________________________________ Date: ______________
STRATEGIC MARKETING
Marketing guru Peter Drucker said: <Marketing is not only much broader than selling,
it is not a specialized activity at all. It encompasses the entire business. It is the whole
business seen from the point of view of its final result, that is, from the customer9s point of
view.=
Marketing is not only an act of promoting and advertising a product. It covers the
whole entire activities of an enterprise. An accurate understanding of market needs and
a willingness to shape the business and its products around the needs of selected customers
are the requirements that an enterprise or business should met. These requirements are being
fulfilled by Strategic Marketing.
Strategic Marketing is at the heart of devising a feasible Business Formula because a

Business Formula has to take into account an enterprise9s competitive advantage and its
choices to serve some markets and not others.
This self-learning activity sheet leads learners to explain what is strategic marketing
and the process involve in it.
Distinguish between strategic and marketing planning in terms of objectives and

processes (Quarter 3, Week 6) ABM_PM11-Ie-i-9
Directions/Instructions:
Read and follow carefully the given instructions given in each activity.
Activity 1
Read, analyze, and differentiate the statement in the 2 boxes and answer the questions
below.
<Let’s do everything we can - and try <Let’s do only what our rivals cannot do as
to sell to everyone.= well as us - and sell only to those markets
that want what we excel at.=
a) Explain in 3 sentences what does each statement want to employ?
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_______________________________________________________________________
_______________________________________________________________________
_______________________________________________________________________
_______________________________________________________________________
_______________________________________________________________________
b) Explain what is/are the difference/s of these statements.
_______________________________________________________________________
_______________________________________________________________________
_______________________________________________________________________
_______________________________________________________________________
______________________________________________________________________
c) What particular aspect do the statement wish to convey?
_______________________________________________________________________
_______________________________________________________________________
_______________________________________________________________________
Activity 2
True or False. Analyze if the statement given is True or False. Write your answer in
the space provided before each statement. If your answer is False, underline the phrase or
word that makes the statement incorrect. Write the correct phrase or word above the
incorrect underlined phrase or word.
a) The strategic plan involves adapting the firm to take advantage of opportunities in its
constantly changing environment.
b) The central objective of any company will be product distribution so they may
dominate the market.
c) A well thought out plan for offering value and solutions to your target market allows
the company to discover the needs of the targeted customers and fulfill those needs
in a cost effective and timely fashion.
d) Strategic planning starts with its overall purpose and mission.
e) The strategies and actions implemented at the functional (department) level must be
consistent with and help an organization achieve its objectives at both the business
and corporate levels and vice versa.
Activity 3
Find out the Three Phases of Strategic Marketing Process. After which, describe
each process in your own words. Write your answer on the given space below.
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3.1________________________________________________________________________
___________________________________________________________________________
_________
_________________________________________________
3.2
__________________________________________________
3.3
_________________________________________________
Activity 4: Where do I Belong?
Listed below are the components that needs an attention in the 3 Phases of Strategic
Marketing Process. Group them according to the phases they belong.
Actionable versus contingent Marketing Strategy
Designing Marketing Organization Measurable versus Vague
Developing Planning Schedule Obtaining Resources
Executing the Marketing Plan Setting of Marketing and Product Goals
Market Product focus and Goal Setting Strategy Versus Tactic
Marketing Program SWOT Analysis
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PHASE 1 PHASE 2 PHASE 3
Activity 5
Based from the answer above, draw a Flow Chart illustrating the process of strategic
marketing. Give a brief explanation to your flow chart. (Use separate sheet for your answer).
Guide Questions:
1. What is the central objective of a company in order to dominate in the market?
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
2. How to have an effective strategic marketing process?

_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
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Rubrics for scoring

Essay Rubric
Features 4 3 2 1
Work/Writing informative and informative and information but information and
organized organized
manner manner
Reflection
Outline a strategic plan for yourself to begin planning for a job after graduation.
Include your value proposition, targeted organizations, objectives, strategies, and the internal
and external factors that may affect your plans.
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
________________________________________________
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
References for learners

1. Kotler, Philip (1999). Principles of Marketing. New Jersey, USA. Prentice Hall Europe
2. Tanner, Jeff. (2012). Principle of Marketing.Creative Commons by-nc-sa 3.0
(http://creativecommons.org/licenses/by-nc-sa/ 3.0/)
3. https://www.cleverism.com/strategic-marketing-process-complete-guide
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Answer Key
1. Answers may vary
2.
a. True
b. False. Product distribution. Customer9s Satisfaction
c. True
d. True
e. True
3. Planning, Implementation, Control
4.
Planning Implementation Control/Evaluation

SWOT Analysis Obtaining Resources Strategy versus tactic
Marketing Program Designing Marketing Measurable versus

Organization vague
Setting Marketing & Developing Planning Actionable versus

Product Goals Schedules Contingent
Market-Product focus and Executing the Marketing Marketing strategy

Goal Setting Plan
5. Answer may vary
Guide Questions:
1. It is the customer9s satisfaction that makes the company dominate in the market. There9s
no other focus of the company but how it offers a product that satisfy the needs and wants of
its customer. This will ensure that it will stand out.
2. It is a clear, and precise statement of vision and mission and goals addressing customers
need and unlimited wants that makes strategic marketing effective.
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Section: __________________________________ Date: ______________
TACTICAL MARKETING
When one is clear about having specific strategies and start working on it, the
success is an assurance. But for that, people need to understand how they will implement
the strategies.
Unlike its higher-level counterpart, strategic marketing, tactical marketing is about the
specific tools and techniques your company will use to meet its goals. A tactical marketing
plan breaks down those business goals into marketing objectives, then details the marketing
strategies and tactics that will be used to achieve those objectives.
This activity will help you to choose the right market channel and you will be
able to promote and advertise media which will further help you to reach your
customers.
Distinguish between strategic and marketing planning in terms of objectives and

processes (Quarter 3, Week 7) ABM_PM11-Ie-i-9
Activity 1
To start, conduct a Situation Analysis to determine the best opportunity for your
company. The glean information will be an input needed to form your marketing objectives
(SMART- Specific, Measurable, Attainable, Realistic, and Time-bounded). The Situation
Analyses vary in terms of their structure and depth, but a good baseline situation analysis of
Tactical Marketing Plan covers the following factors in the table below serve as choices .
Distinguish which among the following factors describe the statement below. Given
choices are in the box.
Business Goals Industry Standing Target Audience

Current Clientele Marketing Efforts S.W.O.T.
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a. The general size and scope of agreements with your clients and how most of
them were acquired.
b. The annual target you have for your business such as revenue growth, service
expansion and so forth.
c. Your previous or current efforts including what worked best and why, if
applicable.
d. Your perception in the marketplace, including any highly marketable team
members or accolades.
e. Your company9s understanding in internal and external factors that can make
or break your success toward your marketing goal.
f. Size, location and industry of clients, partners and media you want to attract
and convert.
Activity 2
With your information from situation analysis in-hand, cross-reference your business
goals with your company9s strengths to form SMART marketing objectives.
Write marketing objectives as based from the given business goal.

a. Business Goal: Increase the annual revenue to 10%.
Marketing Objectives:
b. Business Goal: Expound services from the nearby municipalities for this year.
c. Business Goal: Introduce one (1) new product segment for this year
Activity 3
a. In your own opinion, what does the statement <Strategy without tactics is a
daydream; tactics without strategy is a nightmare= mean? Explain your answer in
5-7 sentences.
__________________
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b. Using the diagram below, illustrate the Buyer9s Funnel 3 stages. Explain
each stage in 3-5 sentences.
Activity 4
Let9s expound your understanding on Tactical Marketing Plan. Based from your
answer in Activity 2, create your own marketing strategy.
g. Business Goal: Increase the annual revenue to 10%.

Marketing Strategy/ies:
h. Business Goal: Expand services from the Nearby Municipalities for these
year.
i. Business Goal: Introduce one(1) new product segment for these year
Activity 5
Where do I Belong? Below is the list of tactics to be used in your own Tactical
Marketing Plan. Group them according to the stage of Buyer9s Funnel they applied.
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Blogs Guides Tip Sheets eBooks

Sell Sheets Testimonials Case Studies FAQ9s
Reports Templates Social Media Newsletters
Events Paid Advertising Direct Marketing Social Media Marketing
Podcasts Webinars E-mail Marketing
AWARENESS CONSIDERATION DECISION
Guide Questions:
5. Based from the objectives and processes involved in Strategic and Tactical marketing,
what conclusion you may draw? Elaborate your answer
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
6. How do Strategic and Tactical Marketing differ?

_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
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Rubrics for scoring

Essay Rubric
Features 4 3 2 1
organized organized
manner manner
Reflection
Look a product or service organization you are familiar with. List the key external
environmental opportunities or threats that are faced by the organization. What do you think
are the organization's main strengths and weaknesses? Suggest ways in which the
organization might respond to the external forces. Recommend a possible marketing strategy
which will ensure that the organization matches its internal capabilities with external
opportunities.
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
__________________________________________________________________________
3. https://www.sagefrog.com/blog/develop-tactical-marketing-plan
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Answer Key:
1. a. Current Clientele
b. Business Goals
c. Marketing Efforts
d. Industry Standing
e. SWOT
f. Target Audience
2. Possible Answers:
a. Increase at least 10 target clientele
b. Reach out nearby municipalities by enriching their awareness to the services to be
offered
c. Create market need for the new segment
3. Answer may vary
4. Possible Answers: (Marketing Strategies)
a. Distinguish the company from competitors by communicating differentiation.
b. Raise awareness of the company with integrated marketing campaigns
c. Educate key markets about the product through free samples and consultations
5.
Awareness Consideration Decision

Blogs Sell Sheets Paid Advertising
Guides Testimonials Social Media Marketing
Tip Sheets Case Studies Direct marketing
eBooks FAQ9s
Podcasts Webinars
Reports Newsletter
Templates Email Marketing
Events Social Media
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Section: __________________________________ Date: ______________
MAREKTING RESEARCH
The ultimate purpose why business enterprise exists is to satisfy the needs and
unlimited wants of the customers. It is putting the heart of their customers to their
product or service offered. In order to realize this goal, business enterprise must gain a
detail understanding of the customer9s need, its products and services ,and how many
potential competitors exists as well as the current market trends.
There is an excellent way to do the above challenges. That is to conduct
Marketing Research.
This activity is to enable you to answer the following:
1. What is marketing research?
2. Why it is marketing research is essential?
3. What are the different steps in conducting marketing research?
Define marketing research, its importance to a business enterprise and identify the
steps in marketing research (Quarter 3, Week 8) ABM_PM11-Ie-i-11
Activity 1: Mind Mapping
Write any words, phrases and sentences that describe Marketing Research
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Activity 2: Short Answer Type.

Based from the above exercise, answer the following questions in 2-3 sentences only.
a) What do you understand about Marketing Research?
b) Why is it important for business enterprises to conduct marketing research? Explain

briefly.
Activity 3
Primary research is more time-consuming and expensive, sometimes it9s the only way to get
the information you need. Assess the following statements as to what common primary
research tool they tend to convey.
a. Asking customers, a series of questions to better understand how they feel
about a product9s features, or about their experience.
b. Bringing together groups of people with a common characteristic, such as age,
hobby, or buying habits, to better understanding their likes and dislikes.
__________________________
c. Researcher gathers information simply by watching how a subject interacts
with a product.
d. The one-on-one interview with an individual, during which probing questions
are posed to better understand that person9s product preferences.
____________________________
Activity 4
Below is the given list of sources of information which can be used in marketing research.
Classify its source according to the type of data they are being used. Write PD if it for
Primary Data and SD if it is a Secondary Data.
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a. Government Reports
b. Interviews
c. Observations
d. Industry Analysts
e. Websites
f. Competitors Materials
g. Focus Group
h. Panel
i. Trade Journals
j. Surveys
Activity 5
Assess the following activity . Put a check ( ) mark if this activity is vital in marketing
research and a wrong (X) mark if marketing research is no longer needed to do such.
a. Developing product ideas and designs.
b. Determining if there is demand for your product so you know whether or not
to produce it
c. Identifying market segments for your product
d. Making pricing decisions
e. Evaluating packaging types
f. Evaluating in-store promotions
g. Measuring the satisfaction of your customers
h. Measuring the satisfaction of your channel partners
i. Gathering and using information
j. Evaluating the effectiveness of your web site
k. Testing the effectiveness of ads and their placement
l. Making marketing channel decisions
Activity 6
From the data below, Explain the marketing research process in your own words.
Discuss each step briefly.
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Guide Questions:
1. Explain why is it important to carefully define and investigate the problem or
opportunity in a marketing research study.
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
2. Describe the different problems in developing survey questions encountered by

marketing research professionals.
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
3. What makes a marketing research study valid and reliable?
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Rubrics for scoring

Essay Rubric
Features 4 3 2 1
organized organized
manner manner
Reflection
You need to conduct research on consumer acceptance for a new product. Describe
the process of doing market research. If the product encounters embarrassing problem, how
would you address it?
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
2. https://www.tutor2u.net/_legacy/assets/textfiles/sample_avce_marketing_research.pdf
3. https://www.shopify.com/encyclopedia/market-research
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Answer Key:
1. Answers may vary
2. Possible Answers:
a. Marketing research is the process of collecting, analyzing, and reporting marketing
information that can be used to answer questions or solve problems so as to improve a
company9s bottom line.
b. Marketing research can help a business do one or more of the following:
1. Gain a more detailed understanding of consumers9 needs – marketing
research can help firms to discover consumers9 opinions on a huge range of issues,
such as views on products9 prices, packaging, recent advertising campaigns
2. Reduce the risk of product/business failure – there is no guarantee that any
new idea will be a commercial success, but accurate and up-to-date information on
the market can help a business make informed decisions, hopefully leading to
products that consumers want in sufficient numbers to achieve commercial success.
3. Forecast future trends – marketing research can not only provide
information regarding the current state of the market but it can also be used to
anticipate customer needs future customer needs. Firms can then make the necessary
adjustments to their product portfolios and levels of output in order to remain
successful.
3. a. Surveys
b. Focus Groups
c. Observations
d. In-depth Interviews
4. a. SD f. SD
b. PD g. PD
c. PD h. PD
d. SD i. SD
e. SD j. PD
5. All have a check mark
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6. Possible answer
Step 1 in the marketing research process is to define the problem. Businesses take a look at
what they believe are symptoms and try to drill down to the potential causes so as to precisely
define the problem. The next task for the researcher is to put into writing the research
objective, or goal, the research is supposed to accomplish. Step 2 in the process is to design
the research. The research design is the <plan of attack.= It outlines what data you are going
to gather, from whom, how, and when, and how you9re going to analyze it once it has been
obtained. Step 3 is to design the data-collection forms, which need to be standardized so the
information gathered on each is comparable. Surveys are a popular way to gather data
because they can be easily administered to large numbers of people fairly quickly. However,
to produce the best results, survey questionnaires need to be carefully designed and pretested
before they are used. Step 4 is drawing the sample, or a subset of potential buyers who are
representative of your entire target market. If the sample is not correctly selected, the
research will be flawed. Step 5 is to actually collect the data, whether it9s collected by a
person face-to-face, over the phone, or with the help of computers or the Internet. The data-
collection process is often different in foreign countries. Step 6 is to analyze the data
collected for any obvious errors, tabulate the data, and then draw conclusions from it based
on the results. The last step in the process, Step 7, is writing the research report and
presenting the findings to decision makers.
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Section: __________________________________ Date: ______________
CUSTOMER BUYING BEHAVIOR AND DECISION MAKING
Have you ever been in a department store wandering around; and did not have the
plan of buying something but brought you to a situation where you cannot stop yourself but
to buy? Presumably, the longer you wander around the facility, the more you spend. There is
also a situation where you saw people lined to buy something and you want to know why.
Should you get in line to buy it too? Also, during this pandemic time when your friend sends
you a picture wearing him/her a face shield. At the moment you want also to buy the stuff,
right? All of these factors influence customers9 buying behaviour and decision making.
Thus, this self-learning activity sheet guides student to comprehend the importance of
customer9s behaviour and decision making that helps the company do research in the
consumer market to yield creative ideas for product development.
LEARNING COMPETENCY
Differentiate the buying behaviour and decision making of individual/household customer

versus the business (organizational) customer (ABM_PM11-Ie-i-13).
DIRECTIONS/INSTRUCTIONS
HOW TO USE THIS MATERIAL?
1. Read the material carefully. Use the suggested references or other related
references as guides in answering the activities.
2. Follow the instructions carefully. Strictly follow what is/are being asked in
every activity and accomplish it within the given timeline.
3. If you have internet connection, you may use the digital version of this material.
You may ask your subject teacher for assistance.
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ACTIVITY 1
A. IDENTIFICATION. Write the correct answer on the space provided before the number.
___________________________ 1. This type of behaviour shows that a customer may

switch to other brands because they want to try it not
because of they are not satisfied with it.
___________________________ 2. The customer under this type develop beliefs about
the brand especially for the expensive one.. That is
because the customer usually done thorough learning
about the product before arriving at a serious buying
decision.
___________________________ 3. Normally, the customer of this type when buying a
product, especially in low-priced item like sugar,
vinegar, milk just grab the item that they are
habitually buy.
___________________________ 4. Most customer under this type of buying behaviour
are experiencing after-sale discomfort because they
notice afterwards the disadvantage of the brought
brand or perhaps viewed in the social media on the
brand not bought.
___________________________ 5. In this stage, the customers realized a need either due
to internal or external stimulus.
___________________________ 6. The customer in this stage, urged to seek information
in different sources of product information like
brochures, internet, radio and televisions about the
product they want to buy.
___________________________ 7. This is the stage where the buyer search on the
internet, to seek possible suppliers to give trade
discounts or may call sister company for best
referrals.
___________________________ 8. Defined as the study of consumers and the processes
they use to choose, use, or consume, and dispose
products and services.
___________________________ 9. The company on this stage conduct inspection on the
supplier if they are capable of producing bulk of
orders.
___________________________ 10. These refers to the buying behaviour of the company
that buy commodities, which are utilized for the
manufacturing of goods or services intended for the
consumption of the end consumers.
B. Provide what is being asked in the following statement below.
1. Make a flowchart illustrating the steps that the business market go through
when buying supplies for the store. (5 points)
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2. Observe an individual buying a product. Through a flowchart, illustrate the

steps that they go through. (5 points)
ACTIVITY 2
A. Analyze the given word or phrase that corresponds to the items below. Write the letter
of your answer before each number.
a. culture e. environmental
b. social f. organizational
c. personal g. interpersonal
d. psychological h. individual
_____1. value for education _____11. technology

_____2. negative believe on _____12. job position
Friday the 13th
_____3. economic situation _____13. procedures
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_____4. lifestyle _____14. authority

_____5. family _____15. strategies
_____6. subculture _____16. competition
_____7. occupation _____17. objectives
_____8. social class _____18. expertise
_____9. self-concept _____19. systems
_____10. learning _____20. structure
B. Why studying the factors influencing customer9s behaviour for both the consumer and
business markets important?
__________________________________________________________________
__________________________________________________________________
__________________________________________________________________
__________________________________________________________________
__________________________________________________________________
RUBRIC FOR SCORING
Features 4 3 2 1
Writing informative and informative and information but information and
organized organized
manner manner
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ACTIVITY 3
A. Make a graphic organizer showing the difference of buying behaviour and decision-
making of a consumer versus business client. Consider the following elements: (You
can add other elements to.)
1. Buying behavior
a. as to market
b. nature of buying
c. as to factors influencing costumer9s behaviour
d. as to purpose
2. Decision making
a. buying process
b. buying decision
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RUBRIC FOR SCORING:
ELEMENTS 4 3 2 1
Required Organizer One required Two required Three or more
Elements included all element is element is required element
elements missing missing is missing
Organizer Organizer is Organizer is Organizer is Organizer is
easy to read and easy to read and hard to read and hard to read and
all elements are most elements is missing some one cannot tell
indicated are placed well shapes where it start
and finishes
Content and The relevant The relevant The relevant The factors are
Relevance factors are factors are factors are identified but
clearly partially partially not explained
identified and identified and identified and and not matched
explained and explained and explained and with the
properly properly not properly corresponding
matched with matched with matched with consumer
the the the behaviour and
corresponding corresponding corresponding business market
consumer consumer consumer behaviour
behaviour and behaviour and behaviour and
business market business market business market
behaviour behaviour behaviour
Spelling and No spelling or One spelling or Two spelling or Three or more

Grammar grammatical grammatical grammatical spelling or
errors. errors. errors. grammatical
errors.
REFLECTION
Congratulations our dear learner! You already grasped much learning about customer
buying behaviour and decision making.
Directions: Accomplish this part honestly.
1. I learned that _______________________________________________________

__________________________________________________________________
__________________________________________________________________
__________________________________________________________________
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2. I enjoyed most on ___________________________________________________

__________________________________________________________________
__________________________________________________________________
__________________________________________________________________
3. I want to learn more on _______________________________________________

__________________________________________________________________
__________________________________________________________________
__________________________________________________________________
REFERENCES FOR LEARNERS
1. Delayco, Maria Luisa Chua (2016). Principles of Marketing. The Phoenix Publishing
House
2. Gonzales, Edward G. (2016). Principles of Marketing. JFS Publishing House
3. https://www.youarticlelibrary.com/difference/difference-between-business-markets-
and-consumer-markets-explained/13458
4. https://www.educba.com/4-factors-influencing-consumer-behavior/
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ANSWER KEY
ACTIVITY 1
A. IDENTIFICATION
1. Variety Seeking Behavior
2. Complex Buying Behavior
3. Habitual Buying Behavior
4. Dissonance-Reducing Buying Behavior
5. Need Recognition
6. Information Search
7. Supplier Search
8. Consumer Behavior
9. Supplier Selection
10. Business buying behavior
B. FLOWCHART
1.
2.
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ACTIVITY 2
A.
1. a 11. e
2. d
3. c 12. h
4. c 13. f
5. b
6. a 14. g
7. c
8. a 15. f
9. c 16. e
10. d
17. f
18. g
19. f
20. f
B. Answer may vary.
Customer plays a very important role in demand and supply.

Marketers should understand and familiarize their consumers since
they made decisions whether to buy or not to buy their product.
Studying the factors will help them analyze what is the need of their
clients. Moreover, it helps the company do research in the consumer
market to yield creative ideas for product development.
ACTIVITY 3
Answer may vary.

Consumer market Business market
Buying Behavior
a. as to market Consist of mass market. Consist of the small number of
business market but great buyers.
b. as to nature of Volume of consumers many buyers involved in business
buying involved in purchases. purchase
c. as to factors Consumer market use Business market segmented on the
influencing consumers personal, culture, social and basis of environmental,
behaviour. psychological factors as organizational, interpersonal and
variables. individual factor of the buying
unit.
d. as to purpose Purchase the goods for Purchase the product for resell.
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consumption
Decision making
a. buying process Informal Formal
b. buying decision Simple Complex
57

Principles of Marketing

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Principles of Marketing

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lOMoARcPSD|13306202

Bachelor of Science in Accountancy (Ateneo de Naga University)

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LEARNING ACTIVITY SHEET

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Learning Activity Sheet

Printed by DepEd Regional Office No. 02

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Competency Page No.

Define and understand marketing 1

Describe the traditional approaches to marketing 2

Discuss the goals of marketing 3

Define <relationship marketing= 7

Explain the value of customers 13

Define marketing research, its importance to a business enterprise and identify 41

Differentiate the buying behavior and decision making of individual/household 48

Identify and segment market for a product or service

Select the appropriate target market segment and its positioning

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Section: __________________________________ Date: ______________

LEARNING ACTIVITY SHEET

MARKETING PRINCIPLES, GOALS AND APPROACHES

Background Information for Learners:

Learning Competency with code

Define and understand marketing principles, goals and approaches (ABM_PM11-Ia-1-3).

<Marketing as the activity set by institutions and process for creating,

<Marketing as a science and profession guided principally by the universal

<Marketing is a delivery of customer satisfaction for a profit.

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1. In your own words, what is marketing? Expound your answer.

2. Explain why marketing is principally about communication.

3. Cite at least 3 business establishments in your community (panciteria, hardware,

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1. What is your proposed beverage

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Traditional Approaches to Marketing Contemporary Approaches to Marketing

Rubric for Scoring:

I. Rubric for scoring not applicable.

III. Rubric for scoring for approaches to marketing.

Level of Understanding Score

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Very Good presentation and discussion of product samples 13-16

3. I learned that the goals of marketing are:

4. I realized and understand that the various approaches to marketing include:

References for learners:

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Section: __________________________________ Date: ______________

LEARNING ACTIVITY SHEET

CUSTOMER RELATIONSHIP: CUSTOMER SERVICE

Background Information for Learners:

Marketing is a dynamic system that is the most-up-to date activity in everywhere we

Define <relationship marketing= and explain the value of customers ( ABM_PM11_Ic-d-5-6).

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Activity I. Mind Mapping

Directions/Instructions: Your task is to write related words about relationship marketing

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Activity II. Turning on Relationship

Activity III. Levels of Relationship

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Activity IV. Thinking Deeper!

Section: ____________________ Date:

Section: ____________________ Date:

Section: ____________________ Date: