Senior High School

Principles of Marketing
Quarter 1 – Module 2 Lesson
1: Marketing Approaches

Writer:
GRACELA R. LABOS
MT-I Potrero NHS, Bacolor South
Editors:
JANE P. VALENCIA, EdD – Math/ABM Supervisor
Chairman
MARK JOSEPH V. SANGIL – MT- I
 What I Need to Know

This module will help you understand the marketing approaches. The language
used recognizes the diverse vocabulary level of the learners. Discussions are arranged
to suit the textbook you are now using to help you follow and understand the lesson.

After finishing this module, you are expected to:

 define marketing approaches;
 differentiate traditional approaches from contemporary approaches and;
 plot marketing approaches for a product or service.

What I Know

Directions: Choose the letter of the best answer. Write the chosen letter on a separate
sheet of paper.
1. The following are traditional approaches to marketing EXCEPT:
A. Product Concept C. Relationship Marketing Concept
B. Production Concept D. Selling Concept
2. Which of the following is NOT a contemporary marketing approach?
A. Marketing Concept C. Relationship Marketing Concept
B. Production Concept D. Societal Marketing Concept
3. This concept believes that customers prefer products that offer high quality.
A. Marketing Concept C. Relationship Marketing Concept
B. Product Concept D. Selling Concept
4. It highlights heavy selling and promotional efforts to persuade the customers to
buy the product that will result to profitable sales.
A. Product Concept C. Societal Marketing Concept
B. Production Concept D. Selling Concept
5. It includes the well-being and interests of the customers, environment and the
society.
A. Marketing Concept C. Relationship Marketing Concept
B. Production Concept D. Societal Marketing Concept
6. What concept utilized customer profiles, purchase records and
preferences are being tracked, monitored and updated?
A. Product Concept C. Relationship Marketing Concept
B. Production Concept D. Selling Concept
7. Production concept believes that customers prefer products that have
___________________________.
A. Affordable prices C. Promotional efforts
B. Protection to customers D. Satisfaction and value to customers
8. Relationship marketing concept holds to ________________________ with
customers.
A. Constant communication C. Short-term relationship
B. Long-term relationship D. Value Creation

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9. What is the focus of Marketing Concept?
A. Affordable prices C. Satisfaction and value to customers
B. High quality D. Well-being of customers and society
10. Selling concept focuses on _____________________________.
A. Value Creation C. Constant communication
B. Customer Value D. Heavy selling and promotional efforts
11. Product concept believes that customers prefer products that have
_____________________.
A. Availability C. Customer Value
B. High quality D. Value Creation
12. Which of the following statements is FALSE about Societal Marketing
Concept?
A. It is similar to marketing concept in determining customer’s needs
and wants and providing solutions to their concerns.
B. It includes the well-being and interests of the customers.
C. It prefer products that have high quality.
D. It includes considerations in the interests of the environment and
society.
13. Having strong customer connection can lead to the following EXCEPT:
A. Lower sales C. Repeat customers
B. Higher sales D. Generate new customers
14. Which of the following products used the selling concept?
A. Canned goods C. Soap
B. Encyclopedias D. Toothpaste
15. Production concept is useful and can be applied when _____________________.

A. Demand equals supply C. Supply equals demand B.

Demand exceeds supply D. Supply exceeds demand

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 Lesson
1 Marketing Approaches

In the previous lesson, you have learned the marketing principles and goals.
Now you will discover how businesses conduct their marketing activities using the
different approaches to marketing.

What’s In

The main objective of the businesses is to make profits. Products and services
need to be purchased not just once but continuously patronize by the customers in
order for the businesses to be sustainable and achieve its goals. The marketing
approaches serve as guide on how businesses conduct their marketing activities.

Notes to the Teacher

The teacher should encourage the learners to be
familiarized with businesses. This will help them
broaden their knowledge about how they conduct their
marketing activities.

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 As a review of the previous lesson, present through a concept map your
learnings about marketing principles and goals.

1. What are the key terms in marketing?

2. What are the goals of marketing?

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 What’s New

1. Look at the picture, what comes to your mind whenever you see this name?
________________________________________________________________________________
________________________________________________________________________________
________________________________________________________________________________
________________________________________________________________________________

2. Do you find it amazing that among the seventy-four malls in the Philippines,
four of them are in Pampanga? What do you think are the reasons they become
this big and profitable? How did they achieve this?
________________________________________________________________________________
________________________________________________________________________________
________________________________________________________________________________
________________________________________________________________________________

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 What is It

Marketing Approaches
There are two approaches in marketing, namely traditional and contemporary.
The traditional approaches to marketing focused on the production, product, and
selling. While the contemporary approaches to marketing focused on the customer,
relationship marketing and the welfare of the society. These approaches serve as guide
on how businesses conduct their marketing activities.

Traditional Approaches to Marketing

It was evident that up to late 1960s, traditional approaches are the profit
drivers in marketing. Let us analyze the following concepts.
1. The Production Concept

The production concept assumes that customers prefer products that are
affordable and available. The focus is on improving the distribution and production
efficiency by lowering the production costs that will result to lower prices of the
products. Production concept is useful and can be applied when demand exceeds
supply. Therefore manufacturing companies will produce more to meet the demand for
their products.

2. The Product Concept

The product concept assumes that customers prefer products that offer high
quality. It is focus on continuously improving the products’ features through
innovations. Although the product concept aims for product quality, it may ignore the
customers’ changing needs and wants.

3. Selling Concept

The selling concept highlights heavy selling and promotional efforts to persuade
the customers to buy the product that will result to profitable sales. This is typically
used in products where the customers do not think of buying, such as encyclopedias
and funeral plans. The goal is to sell what the businesses manufacture or sell rather
than what the customers want.

Contemporary Approaches to Marketing

Because of the desire of businesses to provide goods and services to customers
and earn more profits, the following concepts are developed.

1. The Marketing Concept

The marketing concept determines the customers’ needs and wants. The focus
is on the effective creation and delivery of products and services that will satisfy and
add value to the customers. Thus, business adapts a strategy to do this better than its
competitors.

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2. The Relationship Marketing Concept

The relationship marketing concept holds to long-term relationship with

customers. It is focused on the marketing activities of the businesses in establishing,
strengthening and maintaining the relationship with their customers. The customer
profiles, purchase records and preferences are being tracked, monitored and updated.
Constant communication through phone calls, electronic mails, and text messages is
being done to create a strong customer connection. This connection can lead to
ongoing business, free word-of-mouth promotion and information from customers that
can generate new customers.

3. The Societal Marketing Concept

The societal marketing concept is similar to the marketing concept. Aside from
determining the customers’ needs and wants, the societal marketing concept includes
the well-being and interests of the customers, environment and the society.

In this modern times, businesses do not adapt a single concept, they used a
combination of these approaches to conduct their marketing activities and achieve
their goals of sustainability and profitability.

What’s More

Activity 1. Is it Traditional or Contemporary?

Directions: Identify the following if its under Traditional or Contemporary
approaches to marketing. Write your answers on a separate sheet of
paper.

___________________1. Product Concept

___________________2. Marketing Concept
___________________3. Relationship Marketing Concept
___________________4. Production Concept
___________________5. Selling Concept
___________________6. Societal Marketing Concept

Activity 2. What is the Difference?

Directions: Differentiate the two approaches to marketing by completing the table.

Traditional Contemporary
Concept Focus on Concept Focus
Production 3. 5. Value to
customers
1. High Quality 6. 8.

2. 4. 7. 9.

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Activity 3. What concept is this?
Directions: Identify the term that is being described in each statement.
___________________1. It highlights heavy selling and promotional efforts to
persuade the customers to buy the product that will result
to profitable sales.
___________________2. This concept believes that customers prefer products that offer
high quality.
___________________3. It includes the well-being and interests of the customers,
environment and the society.
___________________4. It holds to long-term relationship with customers.
___________________5. It assumes that customers prefer products that are affordable
and available.
___________________6. This concept determines the customers’ needs and wants
that will satisfy and add value to the customers.
___________________7. The goal of this concept is to sell what the businesses
manufacture or sell rather than what the customers want.
___________________8. The focus is on improving the distribution and production
efficiency by lowering the production costs that will result
to lower prices of the products.
___________________9. The customer profiles, purchase records and preferences are
being tracked, monitored and updated.
___________________10. It is focus on continuously improving the products’ features
through innovations.

What I Have Learned

Let us now check what you have learned from this module by filling up the
blanks and completing the following sentences. Write your answers on a
separate sheet of paper.

1. The two approaches in marketing are ____________________________

and ___________________________.
2. Traditional approaches to marketing focused on __________________________,
_____________________________, and ____________________________.
3. Contemporary approaches to marketing focused on _______________________,
_____________________________, and ______________________________.
4. The production concept believes that customers prefer products that are
___________________ and __________________.
5. The product concept believes that customers prefer products that offer
_______________________.
6. The selling concept highlights heavy _____________________ and
_____________________ efforts to persuade the customers to buy the product.
7. The marketing concept determines the customers’ ___________________ and
___________________.
8. The relationship marketing concept holds to ____________________________
with customers.
9. The societal marketing concept includes the _________________ of customers
and society.

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 What I Can Do

Directions: Read the following situation and then answer the questions. (Rubrics:
Content = 5 points, Creativity = 5 points, Grammar = 5 points Total = 15 points)
It has been more than two months since the Enhanced Community Quarantine
(ECQ) in Luzon was put into effect to stop the spread of COVID-19 and keep Filipinos
safe. Many businesses closed their operations and workers lost their jobs. Then the
shift from ECQ to General Community Quarantine (GCQ) happened. The government
needs to jumpstart the economy, allowing some businesses to operate and employees
are back to work. However, it is not what it has been before. We are facing a new
normal such as wearing facemask every time you go outside your house, observe
social distancing, work from home and homeschooling.

1. Think of a business and imagine that you are the owner. How will you embrace
the new normal?
2. Plot marketing goals for your business to cope up with the situation.

Assessment

Directions: Choose the letter of the best answer. Write the chosen letter on a separate
sheet of paper.

1. The following are traditional approaches to marketing EXCEPT:

A. Product Concept C. Relationship Marketing Concept B.
Production Concept D. Selling Concept
2. Which of the following is NOT a contemporary marketing approach?

A. Marketing Concept C. Relationship Marketing Concept B.

Production Concept D. Societal Marketing Concept
3. This concept believes that customers prefer products that offer high quality.

A. Marketing Concept C. Relationship Marketing Concept B. Product

Concept D. Selling Concept
4. It highlights heavy selling and promotional efforts to persuade the customers to
buy the product that will result to profitable sales.

A. Product Concept C. Societal Marketing Concept B. Production

Concept D. Selling Concept
5. It includes the well-being and interests of the customers, environment and the
society.

A. Marketing Concept C. Relationship Marketing Concept B.

Production Concept D. Societal Marketing Concept
6. What concept utilized customer profiles, purchase records and preferences
are being tracked, monitored and updated?
A. Product Concept C. Relationship Marketing Concept B. Production
Concept D. Selling Concept

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7. Production concept believes that customers prefer products that have
___________________________.
A. Affordable prices C. Promotional efforts
B. Protection to customers D. Satisfaction and value to customers
8. Relationship marketing concept holds to ________________________ with
customers.
A. Constant communication C. Short-term relationship
B. Long-term relationship D. Value Creation
9. What is the focus of Marketing Concept?
A. Affordable prices C. Satisfaction and value to customers
B. High quality D. Well-being of customers and society
10. Selling concept focuses on _____________________________.
A. Value Creation C. Constant communication
B. Customer Value D. Heavy selling and promotional efforts
11. Product concept believes that customers prefer products that have
_____________________.

A. Availability C. Customer Value B. High quality D.

Value Creation
12. Which of the following statements is FALSE about Societal Marketing
Concept?
A. It is similar to marketing concept in determining customer’s needs
and wants and providing solutions to their concerns.
B. It includes the well-being and interests of the customers.
C. It prefer products that have high quality.
D. It includes considerations in the interests of the environment and
society.
13. Having strong customer connection can lead to the following EXCEPT:
A. Lower sales C. Repeat customers
B. Higher sales D. Generate new customers
14. Which of the following products used the selling concept?
A. Canned goods C. Soap
B. Encyclopedias D. Toothpaste
15. Production concept is useful and can be applied when _____________________.

A. Demand equals supply C. Supply equals demand B.

Demand exceeds supply D. Supply exceeds demand
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 Additional Activities

Activity 1. Embracing the New Normal

Directions: Answer the following questions.

Rubrics: Content = 5 points, Creativity = 5 points, Grammar = 5 points (Total = 15

points)
1. Discuss the challenges facing businesses as they embrace the new normal.
2. What actions might they take to ensure they continue their operations and
survive? Recommend the appropriate marketing approaches that they can use
to conduct their marketing activities.

Activity 2. Significant Difference

Directions: Answer the following questions.

Rubrics: Content = 5 points, Creativity = 5 points, Grammar = 5 points (Total = 15

points)
1. Think of two businesses that offer the same product or service. Did you notice
any significant differences on how they sell their products and services?
2. Do you think they have different marketing approaches?
3. What marketing approaches do they use?

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Answer Key

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References

Ilano, A.B. 2016. Principles of Marketing. Manila: Rex Book Store.

Kotler, Philip and Kevin Lane Keller. 2012. Marketing Management, 14th ed. Upper
Saddle River, New Jersey: Pearson Prentice-Hall.

Medina, Roberto G. 2008. Principles of Marketing. Manila: Rex Book Store.

So, Real C. and Torres, Oscar G. 2016. Principles of Marketing. Quezon City: Vibal
Group Inc.

SM Investments Corporation Annual Report 2019. Accessed June 21, 2020. https:
//www.sminvestments.com/sites/default/files/investor_relations/SMIC_AR
20 19 _14mb.pdf

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 Development Team of the Module

Writer: GRACELA R. LABOS – MT-I Potrero National High School

Editor: JANE P. VALENCIA, EdD – EPS – Mathematics
Reviewer: JANE P. VALENCIA, EdD – EPS – Mathematics

Illustrator:
Layout Artist:
Language Reviewer:

Management Team

ZENIA G. MOSTOLES, EdD, CESO V, Schools Division Superintendent

LEONARDO C. CANLAS, EdD, CESE. Asst. Schools Division
Superintendent ROWENA T. QUIAMBAO, CESE, Asst. Schools Division
Superintendent CELIA R. LACANLALE, PhD, CID Chief
JANE P. VALENCIA, EdD, Education Program Supervisor, Mathematics
JUNE E. CUNANAN, Education Program Supervisor/ Language Editor
RUBY M. JIMENEZ, PhD., Education Program Supervisor, LRMDS

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