This isn't just how to sell, this module would also guide you what to sell and flourish it.

1. MARKETING
MRS. MALOU URBINA
GRADE 11
POWERPOINT CREATED BY: CRISTELA MEJICA

3. LESSON 1
Marketing - aimed in developing and managing trusting and long term
relationship with larger customers.
Customer Service - provision of Service to customers before, during and after a
purchase.
Customer Service Skill Matter
1. Patience - reach out to support
2. Attentiveness - listen to customer
3 . Ability to use" Positive Language” - creating happy customers

4.  Selling Concept - Focus on advertising. Just selling an
already existing, and using promotion techniques to attain
the highest product sales possible.
 Marketing Concept - Determine what the customer wants,
then produce the same and sell the same.

5. TOP 7 SUCCESSFUL BUSINESS IN THE PHILIPPINES
1. SM
2. National Bookstore, INC.
3. Meralco
4. Ayala Corporation
5. Jollibee
6. Philippine Airlines
7. GMA Network, INC

6. CONSUMER BUYING BEHAVIOR MARKETING POSITIONING
1. Need Recognition
2. Informative search
3. Evaluation of Alternatives
 Purchase Decisions - forms an intention to
purchase a particular product or brand.
 Purchase Evaluation - connection between
the buying process and the development of
long-term customer relationship
Types of Business Market
 Commercial Market
 Re-seller Market
 Government Market
 Institutional Market

7. MARKET SEGMENTATION
 process of defining and subdividing a large homogenous market
Basic Market segmentation
1. Behavioral
2. Psycho-graphic
3. Demographic
4. Geographical Differences

8. Bases for positioning
1. Attribute
2. Price and Quality
3. Use or application
4. Product user
5. Product class
6. competitor
7. Emotion
Segmenting Business Markets
1. Graphical location
2. Company size
3. Usage Rate
4. End User
5. Type of Buying situation

9. LESSON 2
 Strategic Marketing - consists of the selling your product in such a
way that you achieve a goal
 Tactical Marketing - determine how you will implement your
strategies
 Know your customer - create detailed profiles of your customers to
support the tactics
 Marketing channels - used to implement tactics

10.  Macro Environment-major external and uncontrollable factors
that influence an organization’s decision making and affect its
performance and strategies
 Micro Environment - factor or elements in an organization's
immediate area of operations that affects its performance and
decision making Freedom.
Impact of Micro and Macro Environment Factors in Marketing
Micro Environment
 Suppliers - can control the success of the business when they
hold the power
 Re-sellers - the marketing success is impacted by those 3rd
party re-sellers
 Customers - buying the product will play the large role in how
you approach the marketing of your products and services to
them
 Competition - organization who sell same or similar product and
service as yours are your market competition it's
 General public - Your organization has a duty to satisfy the
public
Macro Environment
 Demographic forces - impacted different marked segments
 Economic forces - impact both organization’s production and
Customer’s decision making
 Natural/Physical forces - natural non renewal resources impact
the organization's production
 Technological factors - impact the smooth running of the
business and must be considered.
 Political and Legal forces - Sound marketing decisions should
always take
 Social and cultural forces - impact the products and service your
organizations brings to market have on society must be
considered.

11. MARKETING RESEARCH
 information used to identify and define
Steps in Marketing Research
1. Define the Objective -& Your "Problem”
2. Determine your “research design”
3. Design & Prepare your “research instrument"
4. Collect your Data
5. Analyze your Data
6. Visualize your data and Communication Results

12. Consumer - a purchase of a good or service in retail
Business Markets - are generally made up of businesses which buy products and raw materials
for their own operation
Marketplaces - where organizations purchase raw material, natural resources and components of
other products for their resale or for use in manufacturing another product
Buying Behavior - irrational and unpredictable.
Conventional biomedical practitioner can recognize pluralism:
 Inquiry
 Acknowledgment
 Accommodation

13. LESSON 3
Product - anything in the form of goods, services or idea
3 Components
1. Core product- end benefit for the buyer; the buyer is really buying
2. Formal product - actual physical or perceived characteristics of the product
3. Augmented product - support items that complete the total product offering

14. CATEGORIES OF CONSUMER PRODUCT
1. Convenient - appeal to very large market segment, generally consumed (Ex. food, cleaning products)
2. Shopping Products - consume on a less frequent schedule
3. Specialty Products - carry a high price tag; consumers are much more selective (Ex. luxury automobiles)
4. Unsought Products - purchase is unplanned by the consumer; Decisions are made when customer is
exposed to promotion activity
Product Life Cycle - each stages on characteristics that mean different things
1. Introductory Stage - priciest for a company launching a new product
2. Growth Stage - Strong growth in sales and profit
3. Maturity Stage - product is established and aim to keep market share
4. Decline - reduction could be due to the market becoming Saturated

15. STRATEGIES
 Re Packaging - give mature product a new image
 Discounting - designing new pricing strategy
 Re Branding - extending approach to extending its life cycle
 Expanding Abroad - foreign country to reach out to a totally
unserved market

16. HOW TO DETERMINE SELLING PRICE
Variable Costs - vary depending on the changes in a
company's production volume
Fixed Costs - do not change
SELLING PRICE METHODS
 Break-even Pricing - cost, expenses, revenue are
equal; no net loss or gain
 Competition based Pricing - setting comparable
with competition
 Value Based Pricing - price based on the perceived
value of the product Discount and Allowance
Pricing - adjust prices to reward consumers
 Discount Pricing- straight reduction in price
 Allowance Pricing - manufacturer offered to a
Retailer; done to cover the cost distributing the
manufacturer's products.
 Segment Pricing - Sets more than one price to a
product
 Market Segments - (Ex. web page indicating
discounts)
 Psychological Pricing - setting prices according to
the psycho-graphics
 Reference Pricing - cost that consumers anticipate
paying is considered by the marketer.
 Odd even pricing - take advantage of the
psychological fact

17. LESSON 4
o Marketing plan - comprehensive document or blueprint
o Marketing Plan Outline - based on where a company needs to be at some point in the future
o Marketing Research - gathering and classifying data about the market
o Competition - the organization will stick out from its competition
o Marketing plan strategies - developing the marketing and promotion strategies that the
organization will use
o Marketing plan budget -marketing plan should be within the budget
o Marketing goals - plans should include attainable marketing goals
Contemporary Approaches
 Customer Relationship Marketing - whole relationship between suppliers and customers
 Industrial Marketing - industrial goods or capital goods rather than consumer products or end
products.

18. 8P’S
 Price - amount of money
 Product - actual product
 Promotion - getting the product known
 Placement - where the product is sold
 People - represent the business
 Physical environment - ambiance, mood
 Process - value-added services
 Packaging - How the product will be protected