Learning Module in Business Marketing
S.Y. 2020-2021
MODULE 1 Chapter 1: THE PRINCIPLES OF MARKETING
CONTENT STANDARD PERFORMANCE STANDARD
The learner demonstrates the understanding The learner shall be able to plot the marketing
about the marketing principles, goals, and goals and approaches for product or service
traditional and contemporary approaches to
marketing.
MODULE LESSONS AND COVERAGE
Lesson Topics Most Essential Learning Competencies Duration
No.
Lesson 1 Framework for Define marketing. 4 Days
Marketing
Describe the traditional approaches
Definition of to marketing.
Marketing
Discuss the goals of marketing.
The Marketing System
Identify and explain contemporary
4 Principles of marketing approaches.
Marketing Strategy
WEEK 1
Lesson 1: A FRAMEWORK FOR MARKETING
Learning Targets:
At the end of this lesson, the students should be able to:
have a clear definition of marketing; and
illustrate a framework in comprehending the principles of marketing.
INTRODUCTION AND FOCUS QUESTION(S):
Many expert businessmen conducted lot of surveys which mainly focused on the growth,
development and progress of the Philippine Economic status in terms of “Marketing”. However, many
entrepreneurs who tried to adapt the art and science of marketing did not meet the total discipline. This
Chapter covers the essential principles of marketing.
MS. MARICEL P. DE TORRES
Subject Teacher
Learning Module in Business Marketing
S.Y. 2020-2021
In this module, let us pay interest and be engaged to the process and goals of business marketing
and how it contributes to different small and large businesses in the Philippine setting.
As you browse through this lesson, please be mindful of this focus question:
1. How does communication play an important role in achieving active market place?
For you to be more engaged with this module, here is an opening activity for you!
ACTIVITY 1: THINK, CONNECT AND RELATE
Directions: Using the graphic organizer below, write all the words that you think are related or connected
to the word “BUSINESS”.
MARKETING
Topic 1: Defining Marketing
Marketing is an activity, set of institutions, and process for creating, communicating,
delivering, and exchanging products that have value for customers, clients, partners,
and society at large. Everything that goes on sale is marketed. But not everything that
goes on sale follows the principles of marketing.
Marketing is an art, a science, and a field of discipline about creating value through the
exchange process.
Marketing is also about communication. In fact, there is a trend toward the word
“marketing communications” rather than just marketing. This reflects the fact that selling is really all
about properly communicating to the market and to the world.
MS. MARICEL P. DE TORRES
Subject Teacher
Learning Module in Business Marketing
S.Y. 2020-2021
ACTIVITY 2: LOOK AROUND!
Give at least 3 examples of products that you regularly see or use and describe how they are
marketed.
1. _____________ -
_____________________________________________________________________________________
2. _____________ -
_____________________________________________________________________________________
3. _____________ -
_____________________________________________________________________________________
In addition to, marketing is an organizational function because it plays a big role to every modern
business organizations nowadays which similarly operates for “profit”.
Marketing is also considered as imperative for commercial enterprises. For example, when the DOH tries
to convince the people to use alcohol and other disinfectants to prevent the spread of virus, it must be
engaged in a marketing campaign.
There is also an essence of valuing customers that makes the marketing more active. In fact, the building
of customer relationships is very important in marketing. To be short, there must be a give-and-take
relationship that lies at the heart of marketing.
( Example: Tv stations advertize soap operas for viewers wtaching the ads that in turn would provide
profit for the station )
Marketing is also a set of processes becauise there are essential tasls that have to be engaged in order to
produce a viable marketing strategy.
Peter Drucker once said that the aim of marketing is to “make selling superflous”. He believed that
marketing is all aboput making products and selling them.
To be more specific, marketing is the way of selling a product and endorsing services with proper
communicating strategy to the market and to the world at large.
Topic 2: Strategic Marketing
Before we proceed to the marketing system, here is the break down of the components of a Marketing
Process.
A. Strategic Marketing takes care of the more long-term and timeless nature of business
proposition. Basically speaking, it talks about the customer segmentation wherein the marketer
can also conduct a short survey in any applicable way. The lifestyle, work, age, interest, and even
the gender of the customers should be considered.
MS. MARICEL P. DE TORRES
Subject Teacher
Learning Module in Business Marketing
S.Y. 2020-2021
The other important factor to have a effective strategy in marketing is target market selection.
Choosing a group of individuals as your customers is likely important. But choosinmg your market place
is much more important in a sucessful marketing.
Other things to consider for target market selection:
a. Location
b. Population
c. Establishments
d. Local Economic stability
A. Tactical Marketing takes care of the more short and medium term, fglexible aspects of the
market stategy.
It also includes the product design and service development, product portfolio management, pricing,
distribution, sale promotion, and advertising. All of these factors will be discussed on the next lessons
and activities of this module.
Topic 3: The Marketing System
Environment Communication
Goods/ Services
INDUSTRY MARKET
(A collection of sellers) (A collection of buyers)
Money
Information
Marketing System Model Kotler 2000
ACTIVITY 3: Comprehension Check
Directions: The above figure is the simple illustration of a Marketing System. After analyzing the
connections and relationships among the essential factors within the market and industry, what would be
now your interpretation about this? Feel free to write your ideas on the sheet provided.
MS. MARICEL P. DE TORRES
Subject Teacher
Learning Module in Business Marketing
S.Y. 2020-2021
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
ACTIVITY 4: WATCH AND LEARN!
Topic 3: Four Principles of Marketing Strategy
Visit this link ( https://goo.gl/KC7FTm) and watch the 25 minute talk by management guru Brian Tracy
about the principles of specialization, differentiation, segmentation, and concentration and how they help
create marketing strategy.
Processing Questions
1. What are the four principles of marketing strategy according to the speaker? How do they
support each other to create an effective strategy in marketing?
2. What do you think is the importance of this principles?
MS. MARICEL P. DE TORRES
Subject Teacher
Learning Module in Business Marketing
S.Y. 2020-2021
ACTIVITY 5: Practice Exercises
Directions: Explain and elaborate why marketing is principally about communication/information.
ACTIVITY 6: APPLICATION AND ADVANCEMENT
Performance Task
1. What kind of communications does a marketing entity generate? For instance, in a coffee
shop, what are the detailed elements that communicate messages to the buyer or customer?
_________________________________________________________________________________
_________________________________________________________________________________
_________________________________________________________________________________
_________________________________________________________________________________
_________________________________________________________________________________
_________________________________________________________________________________
_________________________________________________________________________________
_________________________________________________________________________________
_________________________________________________________________________________
2. Marketers are setting the cost of their goods with interest and overhead price. Consumers
therefore sometimes paying more than the actual cost of a good. How do you feel about
this?
_________________________________________________________________________________
_________________________________________________________________________________
_________________________________________________________________________________
_________________________________________________________________________________
_________________________________________________________________________________
_________________________________________________________________________________
_________________________________________________________________________________
_________________________________________________________________________________
MS. MARICEL P. DE TORRES
Subject Teacher
