IMMACULATE CONCEPTION ARCHDIOCESAN SCHOOL

Fr. Barua Street, Tetuan, Zamboanga City

SENIOR HIGH SCHOOL DEPARTMENT (ABM12)

PRINCIPLES OF MARKETING – MODULE 1
NAME_____________________________________________ DATE: Oct 30, 2020

Chapter I: Marketing Principles and Strategies

The students must be able to demonstrate an understanding of the marketing principles, goals,
and traditional and contemporary approaches to marketing.

TOPICS LEARNING ACTIVITY ASSESSMENT

T1. What is Video:
marketing and its https://www.youtube.com/watch?v=exNluZ0Z26
traditional Q
approaches? https://www.youtube.com/watch?v=i1xz5Kv-7VY

Marketing is the activity, set of institutions, and processes for creating,

communicating, delivering, and exchanging offerings that have value for customers,
clients, partners, and society at large. (American Marketing Association 2017).

Marketing is any interpersonal and inter-organizational relationship involving an

exchange. (William J.Stanton)

The essence of Marketing is a transaction - an exchange- intended to satisfy human

needs and wants. There are three elements in the marketing process : a) marketers
b) what is being marketed c) target market

Marketing is a social process by which individuals and groups obtain what they need
and want through creating and exchanging products and value with others (Philip
Kotler)’
1. This definition includes the following core concepts : needs ,wants and
demands --- products------value & satisfaction---exchange & transaction---
markets & marketers
2. Needs,Wants and Demands
NEED : A state of felt deprivation of some basic satisfaction ( Food, Clothing,
Shelter, Belonging etc. )
WANTS : Wants are desires for specific satisfiers of the deeper needs. Needs
are few and wants are many .
DEMANDS : are wants backed by ability to buy and willingness to buy
3. PRODUCT - Anything that can be offered to someone to satisfy a need or
want. Product refers to physical object while Services refer to intangible object.
4. VALUE AND SATISFACTION
Value is the customers’ estimate of the Product’s capacity to satisfy a set of goals.
 Value is the ratio between what the customer gets and what he gives. Customer
gets benefits & assume costs. Customer Value = Benefits – Cost (CV=B-C)
WHEN : Customer Expectation=Performance (satisfied)
Customer Expectation>Performance (dis-satisfied)
Customer Expectation<Performance (highly satisfied)
5. Exchange and Transaction
Exchange is the act of obtaining a desired product by offering something in
return (Armstrong et al 2009) . Exchange takes place when 5 conditions are
satisfied: ( a) Two parties should be there b) Each party must have something
of value to the other c) Each party is capable of communication & delivery (d)
Each party is free to accept or reject the offer e) Each party believes that it is
appropriate to deal with the other party.
Transaction is a trade of values between two or more parties ( a Barter
transaction or a Monetary transaction).
6. Market - A market consists of all the potential customers sharing a particular
need or want who might be willing and able to engage in exchange to satisfy
that need

Business is Marketing
Marketing can not be considered as a separate function , it is the whole business,
seen from the point of view of its final results that is profit through customer
satisfaction (Peter Drucker)

Simple Marketing System

THINGS TO DO FOR TOPIC 1 (40 pts)

Read and understand the question and answer briefly but concise.
1. What is Marketing to you? Explain and cite example.
2. Cite at least five (5) examples of your needs and wants to date.
3. Differentiate product from service. List down at least three (3) differences.
4. Explain what is your understanding on the above diagram – Simple Marketing System.
T2. Goals of marketing
Marketing goals are specific objectives described in a marketing plan. These goals can be
tasks, quotas, improvements in key performance indicators (KPIs), or other performance-
based benchmarks used to measure marketing success. Marketing is all about goals. Without
them, you have no way of knowing whether or not your work is worthwhile. “Marketers who set
goals are more likely to report success than those who don’t. And 70% of those successful, goal-
setting marketers achieve them.” Make Your Marketing Goals SMART
SMART stands for specific, measurable, aspirational, realistic, and time-bound:
Specific: Your goal must focus on one clearly defined metric.
Measurable: You must have a way to measure the content you publish against that metric.
Attainable: Your goal must push you beyond the results your content will naturally or
organically generate toward that metric.
Realistic: In the same breath, keep your aspiration in check with what you can reasonably
complete with the resources that are (or will be) available to you.
Time-bound: Your goal must have an end date upon which you will achieve that metric.
Examples of Common Business Goals
Drive more sales.
Grow brand awareness.
Expand market share.
Develop stronger relationships with stakeholders.
Enter new markets or territories.

THINGS TO DO FOR TOPIC 2:

1. List down 10 marketing goals following the SMART way.

T3. Traditional approaches of Marketing

Traditional concept marketing is a marketing strategy a company uses to determine if it can
produce a viable product consumers 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 Production concept focuses on the
internal potentials of the company and not based on the desires and needs of the market.
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. 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. Relationship concept/marketing an approach that centers on maintaining and
improving value- added long-term relationships with current customers, distributors, dealers
and suppliers. Societal Marketing Concept views that organizations must satisfy the needs of
consumers in a manner that gives for society’s benefit.

THINGS TO DO FOR TOPIC 3:

Answer the questions:
1. List down the five (5) traditional approaches of Marketing.
2. Which do you think is the best traditional approach? Why? Explain your answer.

T4. Contemporary approaches of Marketing

1. NOT-FOR-PROFIT ORGANIZATION MARKETING - a type of organization that does
not aim for earning profit for its owners. The money earned by not-for-profit
organization is allocated for pursuing the organization’s objectives.
2. PERSON MARKETING entails endeavors aimed at cultivating the attention, interest
 and preferences of a target market toward a celebrity or authority figure.
3. PLACE MARKETING Place marketing or place branding attempts to exert a pull
customers to particular areas. Place marketing is used to attract tourist and showcase
the beautiful spots in different cities, provinces, and regions. Place marketing is also
used to promote sites that can be a nice choice for putting up a business.
4. CAUSE MARKETING is the recognition and marketing of a social issue, cause or
idea to the target markets. Cause marketing increases the awareness of issues such
as literacy, physical fitness, child obesity, and environmental protection, elimination of
birth defects, child-abuse prevention and preventing drunk-driving.
5. EVENT MARKETING is the sport, culture and charity activities to selected target
markets. it consists of different sponsors from different companies to support such
activities and also serves as public awareness. Essential features of event marketing:
6. 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 environmental friendly or produced in an environmentally
friendly way.

THINGS TO DO FOR TOPIC 4

Answer the questions:’
1.What are the six contemporary approaches of Marketing?
2. List down at least five (5) companies with their brief profile that use:
a) green marketing approach/strategy
b) not-for-profit organization marketing in the Philippines
c) Event Marketing/Event Agencies in Manila

References:
Ac-ac, Maria Victoria M. Principles of Marketing, Revised Ed., Pasig: Anvil Publishing, Inc.,
2014
Armstrong, Gary. Marketing: An introduction 11th, Global ed. Harlow, England: Pearson, 2013.
Go, Josiah. Contemporary Marketing Strategy in the Philippine Setting, Manila: National
Bookstore, 1996
Websites on Marketing

PREPARED BY: MA. SOCORRO F. CIPRIANO, MPA

Teacher