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PRINCIPLES OF
MARKETING
Quarter 2- Module 4-5:
Managing the Marketing
Effort (Marketing Process)

Elizabeth Lou A. Llego

Compiler / Contextualizer

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 QUARTER 2, MODULE 4, WEEK 4-5
MANAGING THE MARKETING EFFORT (MARKETING PROCESS)
Content Standard : The necessity of a marketing plan in business.
Performance Standard : Create a new product or service design and
pricing, and promotion and distribution strategies
Competencies : Explain the relationship between market analysis,
planning, implementation and control. Analyze the
company’s situation, markets, and environment (the
marketing audit and SWOT analysis)
ABM_PM11-IIf-20
Learning Outcomes : Upon completion of the module, the SHS students are
expected to:
• Explain the relationship between market analysis,
planning, implementation and control
• Analyze the company’s situation, markets, and
environment using the SWOT analysis
• Identify the target market and its positioning
______________________________________________________________________________________________________________________________________________________

What I Know
Pre-test Instruction: Write whether TRUE or FALSE on a separate sheet of paper.

1. The first thing that companies should take into consideration is to comprehend
the marketplace and costumer needs and wants.
2. Positioning is where you group similar types of customers into segments and
describe the attributes of each segment.
3. Marketing audit is an important tool in conducting environmental analysis.
4. With today’s highly dynamic nature of the market, daily monitoring and market
analysis have become a requirement to avoid falling behind the competition.
5. In marketing planning, strategies are identified to pursue marketing
opportunities.
6. For new products, it is essential to take a market research before developing a
product.
7. The major steps in the marketing process are market analysis, marketing
planning, and implementation and control.
8. During the marketing implementation stage, the company plans how it will
position the product or service within the market.
9. Only the top management needs to be aware of the company’s marketing goals.
10. Weaknesses are hindrances that prevents the company from achieving its
goals.

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 What I Need to Know

Here’s the strategic way of addressing the marketing problems or opportunities

through the marketing process. Module 4 will enable you to:
• Explain the relationship between market analysis, planning,
implementation, and control.
• Analyze the company’s situation, markets, and environment using the
SWOT analysis and marketing audit.
• Identify the target market and its positioning.

What’s In

ACTIVITY: STEP BY STEP

Instructions: Identify the steps below by choosing from the keywords on the left.
Write these words on a separate sheet of paper.

Marketing control

Marketing
planning

Market analysis

Marketing
process

Marketing
implementation

What’s New

ACTIVITY: DISCOVER, KNOW, AND DEFINE YOUR TARGET MARKET

Instructions: Answer the following on a separate sheet of paper.

1. Select 5-10 family members (or extended family) as your primary customers. Find
out their topmost unfulfilled needs and wants.

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2. Analyze what type of customers are they in terms of social class, lifestyle,
personality, opinions, attitudes, values, habits, and interests (hobbies).
Summarize the learning that you gather from them in tabular format by showing
only what you think is the most important variables/s.

List variables below: Customer C1 C2 C3 C4 C5

Social class

3. List down top 5 kinds of product do you think you can offer to them? Why is that
so?

RUBRICS: Content- 25%, Originality- 25% Organization- 25%, Creativity- 25%

What Is It

Marketers have different models and notions of the marketing process perhaps
attributed to the dynamic nature of marketing. The major steps in the marketing
process are market analysis, marketing planning, implementation, and control.

MARKET ANALYSIS is a thorough assessment of the current market. It is done to

determine the attractiveness or viability of potential markets and analyze how the
company’s capabilities can address the various forces in the business
environment. Market analysis helps you build a smarter strategy for growing your
business. Once you have an in-depth knowledge of your market, you will be better
positioned to develop products and services that your customers are going to love.
All the steps in the marketing process are applied in the development of a
marketing plan.

Step1 in the marketing process, companies must find out the unfulfilled
customers’ needs, wants and expectations; analyzes the market, the challenges
in the business environment (micro & macro) and the company’s situation
(looks into its capabilities to address the needs of the market) using the SWOT
analysis and marketing audit. Marketers must get information on the market
and the marketplace.

The following aspects are considered in conducting market analysis:

1. Industry overview – here you will outline current state of your industry overall
and where it is headed. The best place to start finding information on your
industry is to find your Industry associations as they have a wealth of information
also on the trends of the industry.
Relevant industry metrics are as follows:

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 • Key players: Who are the key companies or businesses in your industry?
Who are the biggest businesses in the industry and what are the core
products and services that they sell? What are their business models?
• Market Growth, and profitability: Is your industry growing or shrinking?
You will want to show in your business plan how much is sold in your
industry, both historically and predictions for the future. Market growth rate
– refers to projected increase of the market size. Market growth rate is based
on past data. You can get this information from commercial publications.
Market profitability – refers to the profit potential for a market.
• Market trends – It is the general movements and latest changes in the
market and the important reasons for such changes. Marketers should be
able to predict trends and find the right timing. Example: digital notetaking
through apps and through pictures.
• Competitors - Who are your key competitors in your industry? Are there
businesses who are using strategies that are similar to yours? How are you
different? Analyze your competitors’ angle to the market to find a weakness
that your company will be able to use in its own market positioning. Describe
competitor’s SWOT.

2. Define your target market – this is where you explain who your ideal customer
is and how your company is going to meet their needs. During your analysis, you
will identify different types of customers. When you have more than one type of
customer, you do what is called market segmentation. This is where you group
similar types of customers into segments and describe the attributes of each
segment. You will need to start broadly and refine your research by defining the
following elements:
• Market size - is how many potential customers there are for your
product/service. (Total Available Market (TAM) - total demand for your
product); Serviceable Available Market (SAM) – based on your current
business model; Serviceable Obtainable Market (SOM) – based on practical
limits of your business model). This could also refer to current and future
number of customers and/or numbers of units sold. You can get this
information from government data, trade associations, and customer survey.
• Demographics, Psychographics, Behaviors, Geographics
Demographics - describe your customer’s typical age, gender, education,
income, and more of your target market.
Psychographics – know your customers’ mindset (needs, reactions,
likes/dislikes, personality, lifestyle. Explain here how your product fits
into your customers’ lifestyle.
Behaviors – how customers shop (buying /spending patterns, changing
customer behavior). Online survey, Nielsen 2012 reveals Filipino
consumers stick to brands with freebies or gifts.
Geographics – where do you find customers?

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3. Regulations and barriers to entry – describe what protections you have in place
to prevent new companies from competing with you. Maybe you have a great
location, or perhaps you have patents that help protect your business.
4. Cost structure – determines and evaluates the resources needed to create a
product or provide a service.
5. Distribution channels – consider existing and new channels to analyze base on
effectiveness and growth (ex: sari-sari, convenience stores, supermarket, etc.)
6. Technology and resources – involve analysis of their impact on production as
well as other aspects of marketing.

Apart from determining the viability of potential markets, market analysis lets
marketers analyze the capabilities of company in relation to the business
environment. SWOT ANALYSIS is an important tool in conducting environmental
analysis (or how internal and external forces can affect the performance of the
company.) Credit to Albert Humphrey who developed the approach in 1960s, the
ultimate goal of a SWOT analysis is to reinforce your business strategy by assessing
all of your business strengths and weaknesses, as well as the potential opportunities
and pitfalls within your marketplace, which will enable the company to achieve its
goals.

SWOT matrix is a tool to organize your information. After doing SWOT matrix, you
now identify your objectives and activities for the year.

Marketing Audit – according to Kotler, it is a comprehensive, systematic,

independent, and periodic examination of a company’s or business unit’s marketing
environment, objectives, strategies, and activities, to determining problem areas and
opportunities and recommending a plan of action to improve the company’s
marketing performance.

Product Positioning – refers to activities undertaken to create and maintain an idea

of the product in the customers’ minds.

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 What I Have Learned

ACTIVITY: BRIEF ESSAY

Instructions: Answer the following on a separate sheet of paper.

1. Explain the marketing process by showing the relationship between market
analysis, planning, implementation, and control.
2. How does the marketing process contribute to marketing strategies and business
decisions.
3. What aspects are considered in conducting marketing analysis? What other
aspects, if any, do you think should be considered? Why?

RUBRICS: Content- 25%, Originality- 25% Organization- 25%, Creativity- 25%

What I Can Do

ACTIVITY: SWOT ANALYSIS

Instructions: Continue “discovering and knowing your customers” activity with the
tasks below. Write your answers on a separate sheet of paper.
1. As an entrepreneur, you are to develop a matrix to identify your strengths,
opportunities, weaknesses, and threats. Follow format below:

2. Develop simple strategies for introducing a new product or service. Recall and
apply what you have learned in the previous modules about the marketing mix.

3. What is your best positioning statement for your newly developed product or
service?

RUBRICS: Content- 25%, Originality- 25% Organization- 25%, Creativity- 25%

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 Assessment

Post-test Instruction: MULTIPLE CHOICE. Choose the letter of the best answer
and write it on a separate sheet of paper.

A. For Questions 1 - 6:
I. Marketing Planning III. Marketing Control IV. Market Analysis
II. Marketing Implementation V. Marketing Process

1. This is done to determine the attractiveness of the market.

A. I B. II C. III D. IV

2. In this process, the company executes marketing strategies to ensure the

achievement of its objectives.
A. III B. I C. IV D. II

3. In this process, measures and strategies are there to help the business stay on
track in implementing the marketing plan and achieving its goals.
A. II B. III C. I D. IV

4. This is the step where the company analyzes the business environment and
identifies opportunities to satisfy unfulfilled customer needs.
A. I B. II C. IV D. V

5. During this stage, the company plans to how it will position the product or
service within the market.
A. I B. II C. IV D. V

6. This process involves activities undertaken to identify business opportunities,

select target markets, develop the marketing mix, and implement strategies to
guide and manage the marketing effort.
A. I B. III C. IV D. V

Test B.
7. In SWOT analysis, which pertains to market conditions that give the company a
chance to succeed should it decide to exploit them?
A. Strengths B. Opportunities C. Weaknesses D. Threats

8. Which of the following refers to activities undertaken to create and maintain an

idea of the product in the customers’ minds?
A. Market segmentation C. Product positioning
B. Marketing planning D. Marketing strategy

9. Which is a comprehensive, systematic, independent, and periodic examination of

a company’s or business unit’s marketing environment, objectives, strategies,
and activities, to determining problem areas and opportunities and
recommending a plan of action to improve the company’s marketing
performance?

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 A. Market analysis C. SWOT analysis
B. Marketing audit D. PESTLE analysis

10. Which describes the general movements and latest changes in the market and
identifies the reasons for such changes?
A. Market size C. Market growth rate
B. Market trends D. Target market

11. Which of the following describe your customer’s typical age, gender, education,
income, and more of your target market?
A. Behaviors C. Psychographics
B. Demographics D. Geographics

12. What refers to the company’s competencies and competitive advantages that
give it an edge over the competition?
A. Strengths B. Opportunities C. Weaknesses D. Threats

13. Which are hindrances that prevent the company from achieving its goals?
A. Strengths B. Opportunities C. Weaknesses D. Threats

14. How do customers shop? What are the customers’ buying or spending
patterns? Are there changes in the customer behavior?
A. Behaviors C. Psychographics
B. Demographics D. Geographics

15. Which describe what protections you have in place to prevent new companies
from competing with you?
A. Cost structure C. Distribution channels
B. Regulations and barriers to entry D. Technology and resources

Additional Activities
Envision a 5-year plan to transform your current self to a better version of yourself,
from being a current ABM student. Choose one of the options: (1) if you want to be
employed, (2) if you want to be an entrepreneur.

Task #1. Create a SWOT analysis of yourself.

Your Strengths Your Weaknesses Possible Possible
Opportunities Threats
▪
▪
▪
▪

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Task #2. Define your career goal.
Task #3. Identify your target employer if you are for employment. Or your target
industry of you are for entrepreneurship, and what product or service will
you offer to the market?
Task #4. Map out your 5-year plan and make a positioning statement to achieve your
transformation goal.

Answer Key

References

Book References
Delayco, M. C. (2016). Learning to Succeed in Business with Marketing. Quezon City: The
Phoenix Publishing House Inc.
Go, J., & Go, C. E. (2017). Principles and Practices in Marketing in the Philippine Setting. Quezon
City: Josiah and Carolina Go Foundation, Inc.
Gonzales, E. D. (2016). Principles of Marketing. Pasay City: JFS Publishing Services.
IKotler, P., & Armstrong, G. (2001). Principles of Marketing. Prentice Hall.
So, R. C., Torres, O. G., & De Guzman, A. A. (2016). Principles of Marketing. Quezon City: Vibal
Group Inc.
Te, D. M., Marte, R. B., & Abrina, D. M. (2018). Principles of Marketing for Senior High School.
Quezon City: C & E Publishing, Inc.
Zarate, C. A. (2017). Principles of Marketing . Quezon City: C & E Publishing, Inc.

Websites
https://www.liveplan.com/blog/market-analysis-in-4-steps/ Date Accessed: 1/30/2021

https://articles.bplans.com/how-to-write-a-market-analysis/ Date Accessed: 1/30/2021

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