Module 1 in Principles of Marketing

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

2. 2
A. Marketing Mix B. Traditional Marketing
C. Ansoff’s Theory D. None of these are correct
12. It views that organizations must satisfy the needs of consumers in a manner that gives for
society’s benefit.
A. Production Concept B. Societal Concept
C. Sales Concept D. Relationship Concept
13. The following are types of marketing except one.
A. Telemarketing B. Influencer Marketing
C. Guerrilla Marketing D. Business to Brand Marketing
14. The organizational goals and objectives must be directed towards the creation of value to its
customers.
A. Effective Financial Management System B. The Production Process
C. Capturing Marketing Insights D. The Value of Human Resources
15. This is advertising presented on search engine result pages or web pages where the advertiser is only
charged based on the number of times someone clicks on the ads to go to the advertiser's targeted website.
A. Video Marketing B. Affiliate Marketing
C. Pay per Click advertising D. Inbound marketing
Task 1
Activity 1. Relationship of Marketing to Economics and Management
TRUE OR FALSE. Which from the following statements do you think is correct or incorrect. Write
True if the statement is correct and False if it is incorrect.
1. The economy has a direct impact on the way marketers push their products to consumers.
Understanding the link between the economy and marketing can help business owners allocate their
marketing resources and respond to changes in the economic climate.
2. Economists use a concept called the law of diminishing returns to explain how

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resources can be allocated to maximize return on investment. Over time, you may find that the cost of
marketing or advertising a certain product meets or exceeds the amount of money you are generating
from selling that product. This can happen when a competitor enters the field, when consumer tastes
change or when your price point is too low or too high.
3. Part of responding to changes in the economy dealing with your competitors, unless you're very
lucky, your business inevitably will have to deal with competitors offering similar products at similar
or even lower prices. Customers may be tempted to buy from the competitor if you don't respond to
these economic changes. To keep competitive, you have to increase your marketing exposure and
even rethink your target market.
4. Marketing is a branch within management concerned specifically with meeting consumer
demands, in addition it relates directly to consumers, while management does not involve customer
interaction.
5. Marketing activities are planned by management, and their executions are monitored through
managerial functions.
Activity 2. Making your own connections. Materials: Pen and Bond Paper.
Instructions: Make a three circle like the one above and label each circle with marketing, economics, and
management. Write your own connections between marketing and economics and marketing to management.
Marketing and Economics Marketing and Management
1. 1.
2. 2.
Discuss or explain what is being asked. Write your answer on your activity on your activity notebook.
1. Are you interested in becoming a part of a marketing organization? If you are, what
characteristics do you have that can make you a successful marketer?

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DAY 2
Marketing is the creation and communication of value to customers. It involves the customer’s
maintenance of relationships that should last for lifetime. It is the link between society’s material
requirements for its needs and wants. Marketing must satisfy human needs and wants through the exchange
process and the building of long-term relationships.
Figure 1. Concept and Marketing Principles. (https://www.ozassignments.com/solution/mkt410-
introduction-to-marketing-editing-and- proofreading-services)
Over the years, marketing has evolved various definition and its meaning changes according to
the views of the different marketing gurus. Many view marketing as process or dynamic business
activity that is designed to plan and promote the delivery or satisfy needs and wants of the potential and
present market. In the definition of marketing given by the American Marketing Association or AMA,
“Marketing is an organizational function and a set of processes for creating, communicating, and
delivering value to customers and for managing customer relationships in ways that benefit the
organization and its stakeholders.” The definition views as an exchange process or discipline that
involves strategies, activities, positions, and institutions.
The definition of Marketing according to Dr. Philip Kotler, “A social and managerial process
whereby individuals and groups obtain what they need and want through creating and exchanging
products and value with others.” It is also defined as the meeting of the minds between the seller and
the buyer to satisfy human needs and wants with profit on the part of the marketer and the satisfaction
of the buyer for the money he spent. On the bases of this view, marketing is an organization intervention
and functions that set the process of creating, communicating and delivering value to customers.

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From the academic point of view, marketing is the art and science of creating tangible products
or services and finding the market, getting and retaining them to attain profitable operations. On one
hand, it is a societal process that marketers must communicate the sustainable value of the product or
service to its target market. It is a critical business process for attracting customers to satisfy their needs
and wants.
Marketing is also an integrated process through which companies create value for customers
and build strong customer relationships in order to capture value from customers in return. Simply put:
Marketing is the delivery of customer satisfaction at a profit.
Goal: Attract new customer by promising superior value and keep and grow current customers
by delivering satisfaction.
Interacting Components of Marketing
The company and its market are equally important. It is marketing that gives fulfilment to both
components. Marketing people should balance between the company’s requirements for profit and
desired market share.
This is composed of two other interacting components: the customer and competition. The
overriding objective of the company is not just to satisfy the needs and want of its customer. It must
profitable and better than its competitor. Otherwise, the competitor could win the customers because it
is able to satisfy them.
Customer Needs and Wants
Need is one important component in the marketing of products. It is the consumer’s desire for a product
or service. The product or service must have specific benefits that satisfy the functional or emotional needs.
On the other hand, basic needs are food, clothing, and shelter. We cannot live without them and marketers
must be able to provide them to human population.
Food can be processed in different tastes; styles and menus that shall meet the human craving and
satisfaction. Clothing could be designed into different styles depending on people’s taste and social values.
Shelters are constructed differently depending on the capacity of the buyer to finance his home. These needs
are the marketer’s point of interest for profit.
Wants are higher-level human needs as they appeal more to the emotions. These are the social needs for
recognition and the development of higher social satisfaction is limitless. The development of technology and
different electronic gadgets are more of human wants. The marketers must continuously improve technological
inventions to sustain customer wants.
Company Market

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Concepts of Marketing
According to Garovillas (2004), he stated that the marketing concept is a business philosophy, which
holds that the key to achieving organizational goals consists of determining the needs and wants of target
markets and delivering the satisfaction more effectively and efficiently than competitors do.
Figure 2. Concept of Marketing. (https://www.businessstudiesinformation.com/what-are- five-core-
customer-and-marketplace-concept/)
The philosophy of doing business is developed as people realized that marketing is vital to the success
of any marketing organization. The marketing concept emphasizes customer orientation and coordination of
marketing activities to achieve the marketing goals and objectives. The philosophy that “The customer is the
boss”, rings over the minds of the marketing people that customer satisfaction which is of paramount
consideration. While it is important to satisfy customer wants and needs, this could only be achieved under the
following marketing concepts:
1. Marketing must be Customer Oriented.
The planning and operation must be directed towards customer orientation. The whole marketing
organization and its operating staff must be focused on determining what will satisfy the needs and wants of
the target customers, the important link in the business operation.
2. Marketing must be Coordinated Activities
Coordination activities must start in the product planning process, the process. The product is the key
element that the customer wants to buy that is worth his money. Price is another important component as
customers would like to get his money’s worth. The place of distribution must be within

7. his reach and the promotional activities must be appealing for him to decide which product to purchase.
3. Marketing must be able to achieve the Performance Target Goals and Objectives.
Customer-oriented and coordinated marketing aims to achieve its profit, objectives and goals. These
goals and objectives hinge on the increase in sales volume and customer’s patronage. When product planning,
price, promotion and distribution and properly coordinated, it will result in the most effective way of satisfying
the customer’s needs and wants. The sales volume and profit objective will be realized.
Factors for Developing Marketing Concepts
1. Capturing Marketing Insights
The overall direction must focus on its vison and mission. The organizational goals and objectives
must be directed towards the creation of value to its customers. These must be the inherent philosophy of the
marketing organization. The functional areas in the marketing organization must be focused towards its
ultimate set of tasks in the building of long-lasting relationship with its target market.
2. Effective Financial Management System
This system in the procurement of quality and affordable materials for processing of the product is a
vital component in effective operation of the marketing system. The competition in the market is based on
affordable quality products where labor and materials interplay in their production. Financing the marketing
program will develop effective sales program that will bring in sustainable profitability.
3. The Value of Human Resources
All business activities need human resources in their operation. The employees must be committed in
the production of quality products and the delivery of quality service. They must develop work ethics and
strong commitment to the marketing efforts of the organization. Sustainable development and progress rest
with people who are willing to put all efforts towards the organizational objective of quality products and
service.
4. The Production Process
The process must conform to standards in terms of product quality. The race to economic profitability
is the production of products that shall satisfy the customer’s wants and needs. The role of marketing is to sell
more products, but it must conform to customer demand. Production may produce so many products, yet they
are useless inventory when they fail to reach their target market. Marketing efforts will turn them into profitable
inventory.
5. The Presence of Competitors

8. The marketing of products becomes interesting with the presence of competitors. Marketing outfit
must develop strategies in capturing their target market and develop and sustained patronage. These marketing
strategies must develop customer loyalty to the brand or the product. Product improvement and pricing
strategies with sustained promotional and advertising program are important components in the competitive
market.
Traditional concept marketing is a marketing strategy a company uses to determine if it can
produce a viable product consumer want or need, whether the company can produce enough products to fill
the need, and the marketing method by which the need can be filled.
Several Distinct Traditional Approaches:
1. Production concept focuses on the internal potentials of the company and not based on the desires
and needs of the market.
2. Marketing concept a philosophy which states that organization must try hard to find out and satisfy
the needs and wants of consumers while at the same time accomplishing the organizational goals.
3. Sales concept refers to the idea that people will buy more goods and services through personal selling
and advertising done aggressively to push them in the market.
4. Relationship concept/marketing an approach that centers on maintaining and improving value-
added long-term relationships with current customers, distributors, dealers and suppliers.
5. Societal Marketing Concept views that organizations must satisfy the needs of consumers in a
manner that gives for society’s benefit.
The Goals of Marketing and their Social Effects
1. Maximize the Consumption of Goods - The Aggressive marketing strategies and policies had
increased the consumption of goods and services. The demand of the market is tremendous. Sellers face
many challenges on what products to offer. Buyers want quality products at reasonable price and t the most
convenient location.
The marketing job is to stimulate greater product consumption. Greater production requires
consumption of material inputs and more goods in the market that create more employment. More jobs are
created, and more people enjoy economic wealth. Maximum consumptions generate economic development
for the nation.
2. Maximize Consumer Satisfaction - The market demand is varied, and customer satisfaction is
the challenge of the marketing organization. Measurement of customer satisfaction is difficult. It embraces
careful analysis of the market demand which varies with the time and the social development of society.
The customer may be satisfied with the product the marketing people produce but it may create
pollution to the environment. Plastics are good packaging materials for consumer goods but

9. they create flood and environmental pollution. Cars and other vehicles using gas serve the convenience of the
riding public, but they create global warming that result to environmental imbalance.
3. Maximize Choice of Goods or Service - Some marketers believe that the goal of marketing is
to maximize the variety of the product in the market and provide consumers a wide assortment of choices. The
main objective is for customers to find the goods that will satisfy their biological needs as well as their
emotional and social wants.
Development of new products needs research but that will mean time and costs. Maximizing consumer
choice entails cost as the economies of scale do not operate in production of goods. The consumers must spend
time studying the benefits of the production of goods.
4. Maximize the Quality of Life - The improvement of the quality of life is the target of marketing
people. New hand phones are created to communicate with various sectors of society, friends and families.
Easy communications access satisfies not only social needs but also business requirements. Compu0terss and
others electronic gadgets bring pleasures to homes and enjoyment of the comfort of living.
The quality of life is difficult to measure. Life satisfaction is more than the physical comfort. The
impact of electronic radiation has created health problems among the many users of modern gadgets. People
in the previous generations lived longer because they lived a simple life. They ate unadulterated food and lived
free from pollution and radiation.
Goals of Marketing
1. Focusing on customer wants and needs to distinguish products from competition
2. Integrating all the organization’s activities to satisfy customer wants and needs
3. Achieving the organization’s long-term goals by satisfying customer wants and needs
Figure 3. Goals Are Different From Objectives.

10. Key Performance Indicators
Key performance indicators (KPIs) are used to check that the marketing activities of a
company are on track. KPIs are specific metrics which are used to track performance to make sure the
firm is on track to meet specific objectives. They are sometimes known as performance drivers or
critical success factors for this reason.
Examples of noteworthy marketing goals:
1. Identifying the target market
2. Increasing sales and profits
3. Increasing brand awareness
4. Increasing market share
5. Countering competitive strategies
6. Reputation
7. Increasing distribution channels
What is Traditional Marketing?
Traditional marketing is an umbrella term that covers the wide array of advertising channels we
see daily. These may include print media, billboard and TV advertising, flyer and poster campaigns
and radio broadcast advertising.
These traditional marketing messages are not necessarily outdated; however, research has
shown those companies that have abandoned simply using these channels, and adopted contemporary
marketing channels proposed in this article, have remained prosperous and in fact seen an increase in
leads, a higher quality of leads, sales and traffic to web content.
Ansoff's Matrix Theory
Traditional marketing theories include Ansoff's Matrix, a theory that proposes
products/services fall into one of four categories depending on the market and the product released.
New Product- New Market is considered as diversification. This theory recommends that businesses
should try to diversify their product portfolio to spread risk amongst their product range. An example
of this would be when Apple created the first iPhone released in 2007. This product was new and
introduced into a new market. Apple soon reaped the benefits of introducing this hugely popular phone.
Their product range grew from accommodating for designers on the Apple Mac, to mobile devices,
tablet devices, watches and beyond.
The Marketing Mix
Another marketing theory that's considered to be traditional is the marketing mix made up of
the 7 P's. These include product, place, promotion, price, packaging and positioning. All these
components, when combined, create a solid marketing proposal. However, this theory as well as
Ansoff's, can be drastically improved with the use of contemporary marketing strategies.

11. Traditional Marketing seeks to pull customers to a product, whatever the cost. It is, for this reason,
considered to be outdated as it does not consider the customer they are selling to, more the market that the
company operates within. There are however channels that have developed from traditional marketing,
including digital, that aim for the same goal, however, use more subtle and approachable mediums so as to
capture their target audience. This may include Pay-Per-Click campaigns, social media posts, search engine
optimization and email marketing.
Definition of Contemporary Marketing
Simply defined, contemporary marketing refers to marketing strategies that are consumer focused.
Contemporary marketing strategy offers products and services based on what the target market desires rather
than what the company wants them to have, thereby, offering greater support for their customers and becoming
able to take advantage of more advanced marketing funnels to track progress.
Difference Between Contemporary Marketing Orientation and Traditional Marketing Orientation
The main difference between the contemporary marketing orientation and traditional marketing
orientation is that while the former is consumer-focused, the latter is company- focused. Traditional marketing
is concerned with pulling customers and does not really consider the customer's diverse needs. Rather it is
concerned with the market or industry in which the company operates in.
Contemporary marketing aims for customers satisfaction in order to build a relationship with them.
Therefore, the types of marketing strategies under contemporary marketing are concerned with the needs of
customers.
Since it first emerged as a distinct business and management phenomenon, marketing has evolved
significantly with new types of marketing to address changing trends in the market. This is probably because
most successful businesses use a combination of different types of marketing whether they’re contemporary or
traditional marketing strategies to get great results. Business owners now see more reasons to get the best out
of the functions of marketing by enhancing their target marketing plan example to deliver more developmental
benefits. The diversity and improvement in marketing nowadays could sometimes prompt one to wonder what
marketing is meant to look like. Our contemporary marketing world now features advanced marketing skills
and improved marketing mix.
Here are some of types of marketing:
1. Business to Business - B2B Marketing
2. Business to Consumer - B2C Marketing
3. Brand Marketing
4. Cloud Marketing
5. Telemarketing
6. Guerrilla Marketing

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

13. Green Marketing refers to the process of selling products and/or services based on their environmental benefits.
Company are selling products and/or services by first promoting its benefit that is environmentally friendly or
produced in an environmentally friendly way.
For green marketing to be effective, there are three things that needs to be done:
1. Being genuine
a. The company is doing what it claims to be doing in its green marketing campaign and;
b. The rest of the business policies are consistent with whatever the firm is doing that’s
environmentally friendly.
4. Educating the customers isn’t just a matter of letting people know that the company is doing
whatever it doing to protect the environment, but also a matter of letting them know why it
matters.
2. Giving customers an opportunity to participate means personalizing the benefits of the
company’s environmentally friendly actions, normally through letting the customer take part
in positive environmental action.
DAY 2: ACTIVITY
Essay: (Use additional paper for your answer)
1. Suppose you are looking for a job. How would you apply marketing principles to your job search? In
what way would you be able to market yourself and impress the human resource specialists to be a potential
candidate for the job?
2. Is marketing appropriate for political candidates? Why or why not?

14. A. Write a short reflection on your activity notebook.
Think of yourself as a loyal customer of a pizza parlor. Considering the contemporary marketing
approaches, what additional features or services do you expect to be offered along with your order and /
or patronage of the establishment.
B. Answer briefly what is being asked.
1. How can a company build and maintain customer loyalty based on the relationship marketing
concept?
2. Write the difference between traditional marketing and online marketing. Give examples.
Rubrics:
Level of
Achievement
General Approach Comprehension
Exemplary
(10 pts quizzes)
•Addresses the question.
•States a relevant, justifiable
answer.
•Presents arguments in a logical order.
•Demonstrates an accurate and complete
understanding of the question.
•Backs conclusions with data and
warrants.
•Uses 2 or more ideas, examples and/or
arguments that support the answer.
Adequate
(6 pts quizzes)
•Does not address the question explicitly,
although does so tangentially.
•States a relevant and justifiable answer.
•Presents arguments in a logical order.
•Demonstrates accurate but only adequate
understanding of question because does not back
conclusions with warrants and data.
•Uses only one idea to support the answer.
•Less thorough than above.
Needs
Improvement (3
pts quizzes)
•Does not address the question.
•States no relevant answers.
•Indicates misconceptions.
•Is not clearly or logically
organized.
•Does not demonstrate accurate
understanding of the question.
•Does not provide evidence to support their
answer to the question.
No answer (0
pts)
DAY 3 ACTIVITY
Answer the following questions: (use extra paper for your answer)
1. What are the key elements in the AMA definition of Marketing? Do you find it complete? Why?
2. In your Barangay, is marketing existing? Explain your answer
3. Why is there a need for a company to practice relationship marketing?
4. Reflective Question. Can businesses still use relationship marketing despite this pandemic situation? Explain.
Write your answers your activity notebook.