++Republic of the Philippines

Department of Education
Region III
SCHOOLS DIVISION OF ZAMBALES
Zone 6, Iba, Zambales
Tel./Fax No. (047) 602 1391
E-mail Address: zambales@deped.gov.ph
website: www.depedzambales.ph

Name: __________________________________ Grade/Section__________

School: __________________________________ Date: __________________

LEARNING ACTIVITY SHEET

Principles of Marketing
Quarter 1 - Week 1

I. Introduction
The COVID-19 Pandemic has taken its toll on the global economy. With
several businesses closing, lots of workers have been struggling to meet the
financial needs of their families. As a result, the rise of online selling. But
the question is, how will you sell your products to potential customers to
gain profit? It is important to know how to do effective Marketing and attract
customers to buy your product.
This module will gear learners on the Principles of Marketing. It
comprises topics on marketing concepts, principles, goals and approaches
to marketing.

II. Learning Competency

Define and understand marketing principles, goals, and approaches
(ABM_PM11-Iab-1)

III. Objectives
At the end of this learning activity sheet, you are expected to:
1. know what marketing is and its importance in business;
2. identify how customers fulfill their wants and needs from a
marketing perspective; and
3. understand marketing goals and the importance of SMART
framework.

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 IV. Discussion

What is Marketing?
Marketing is the process by which companies create value for
customers and build strong customer relationships to capture value
from customers in return. It is an action of selling and promoting
products or services, including advertising and market research. It
aims to know whether the products or services meet the needs of
the customers.

(Photo credit: https://wrightoncomm.com/six-tips-for-stellar-marketing-results)

The according to American Marketing Association (AMA), an

organization who is responsible for updating the Marketing definition,
“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”.

Another definition was given by Dr. Philip Kotler states that marketing
is a science and art of exploring, creating, and delivering value to satisfy the
needs of a target market at a profit. Marketing satisfies these needs and wants
through the exchange processes while building long-term relationships.

Marketing seeks to accomplish an organization’s objectives by

anticipating customer or client needs and directing a flow of need on satisfying
goods and services from producer to customer or client. (Perreault et al, 2017,
p.7)

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 Needs - the basic human requirements (i.e. food, clothing, shelter, and
safety as physical needs; social needs for belongingness and affection;
and individual needs for knowledge and self-expression).
Wants - the desires shaped by culture, the environment, and influenced
by others. It is the desire for products or services that are not necessary,
but which consumers wish for.
Demands - the actions taken by the market in response to their wants.
This is usually a want backed up by the willingness and capacity to
purchase.

Knowing the needs, wants, and demands are vital concepts every
marketer should understand before a marketing process will take place. In
this way, a company can better serve its target market such that they can
benefit, may find value, and may have the ability and willingness to purchase
a particular offering.

Utility Concepts of Marketing

Utility is the power of a good or service to satisfy a particular need or
want. It is also the benefits that customers acquired from using a particular
goods or services.
1. Form Utility – refers to the conversion of raw materials into products
that suit the preference of the consumer so that they do not have to
create their desired products themselves.
2. Place Utility – refers to the availability of the product or services at
accessible locations.
3. Time Utility – refers to the satisfaction derived by customers in
availing of products or services on time.
4. Possession Utility – ensuring that customers have full possession of
the product or services at the right time through fast payment processing
(cash or credit) and delivery.

Benefits of Marketing
1. It creates employment.
2. It helps develop more and better products.
3. It provides better profit.
4. It improves the quality of life.
5. It produces more entrepreneurs.
6. It contributes to economic development.

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Marketing Philosophies
Different philosophies in marketing focuses on various techniques to
create, produce, and market products.

 Production Philosophy – it is based on the belief that consumers prefer

low prices and product availability. The products should be available at
all times at a reasonable price is of utmost importance.

 Product Concept – products’ most quality, performance, and

innovative features are highly favored by the customers.

 Selling Concept - a concept that is based on the belief that consumers

and buyers will not purchase an offering without a push from the
company. Consumers buy products only if the business promotes and
advertise it.

 Marketing Concept - a concept that is based on a customer-centered,

sense-and-respond philosophy. The business highly considers the
needs and wants of potential markets.

 Societal-Marketing Concept - a concept that is based on the idea that

a company must also consider the market’s long-run welfare aside from
meeting short-run needs and wants. It looks first into the welfare of
society in general and delivers its offering in the best way to satisfy their
market.

The Goals of Marketing

1. Building Brand Awareness
Marketing primarily influences what the product or service is trying to
project in the minds of the consumers and how they can relate to the brand.
It increases the retention of the brand and the product, resulting in brand
awareness.
Brand - a symbol, logo, words or a combination of these elements that a
company uses to distinguishing product or services from others
Brand Awareness - the extent to which a brand by potential customers
and is correctly associated with a particular product or service

2. Supporting High Sales - Lead Volume

Marketing activities support high sales lead volume. Many of the activities like
extensive promotion, will prompt customers to eventually buy the product or
avail the service. Salesforce uses persuasive selling.

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 Lead Volume - is the number of sales leads that ultimately be converted
into customers.
Sales Lead - is a potential market who is interested in the product

3. Establishing Thought Leadership

Thought Leadership is a technique that uses the expertise of people who
can provide the best answers to customers’ most challenging questions about
the product or service.

Goals are desired results, ambitions, aims or anything that a person

wishes to accomplish given a certain timeframe. It is the outcome you
want to achieve in the future.

Goal setting is the process of identifying what one wants to accomplish

for his/her own good or for any entity’s good.

Objective refers to the exact steps a company must take to reach its goals.

Tactics refer to the tools used in pursuing an objective.

Strategy refers to the long-term methods or approaches and plans of

actions towards the achievement of goals.

SMART Framework - used as a blueprint for creating efficient marketing

activities. Goals and objectives are guided by this.

(Photo credit: https://webbiquity.com/wp-content/uploads/2014/06/Zenith2.jpg)

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 Example of using SMART Framework in Starting a Business

Specific: I will sell handmade facemasks through Shopee.com.

Measurable: I will be ready to take my first Shopee order within four weeks,
and I will aim to sell a minimum of 30 facemasks per week.
Attainable: I will get set up on Shopee first. Then I will build an inventory of
180 handmade facemasks to sell. Finally, I will promote my business and
build customer relationships through referrals, word of mouth, and local
networking.
Relevant: Selling handmade facemasks will allow me to benefit financially
from my favorite hobby.
Time-Based: My Shopee store will be up and running within four weeks, and
I will have an inventory of 180 handmade facemasks to sell within six weeks.

SMART Goal
Within a month, I am going to get set up to sell handmade
facemasks on Shopee, which will allow me to benefit financially
from my favorite hobby. Within six weeks, I will have an
inventory of 180 handmade facemasks to sell and aim to sell a
minimum of 30 handmade facemasks per week, building
customer relationships through word of mouth, referrals, and
local networking.

V. Activities
Exercise 1: Let’s Analyze!!

Read and analyze the questions carefully. Answer the following questions
using 5-7 sentences. Put your answer on your activity notebook.

1. If a producer creates a revolutionary new product and consumers can learn

about it and purchase it on a website, is any additional marketing effort really
necessary? Explain your thinking.
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________

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2. Give an example of a recent purchase you made where the purchase wasn’t
just a single transaction but rather part of an ongoing relationship with the
seller. Discuss what the seller has done (or could do better) to strengthen the
relationship and increase the odds of you being a loyal customer in the future.
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________

Exercise 2: Scrambled Words! Hit It!

Instruction: Decode each jumbled letters to come up with the correct words.
Put your answers in your Activity Notebook.

1. Ⓝ Ⓡ Ⓑ Ⓓ Ⓐ - a symbol, logo, words or a combination of these elements

that a company uses to distinguishing product or services from others
2. Ⓢ Ⓢ Ⓟ Ⓘ Ⓢ Ⓞ Ⓔ Ⓢ Ⓝ - customers have full possession of the product or
services at the right time
3. Ⓢ Ⓜ Ⓓ Ⓔ Ⓐ Ⓓ Ⓝ - usually a want backed up by the willingness and
capacity to purchase
4. Ⓒ Ⓓ Ⓤ Ⓡ Ⓟ Ⓣ Ⓞ Ⓟ Ⓝ Ⓞ Ⓣ Ⓒ Ⓔ Ⓒ - most quality, performance, and
innovative features are highly favored by the customers
5. Ⓛ Ⓖ Ⓢ Ⓞ Ⓐ - outcome you want to achieve in the future.

Exercise 3: Where’s My Brand?!

Instructions: In your Activity Notebook, create three columns:

1st column is the indicated products,
2nd column – identify brand per each product
3rd column – paste an image of the brand you identified (you can get images
through magazines, used books, flyers, brochures, old newspapers, etc.)

Example:

Fast food Jollibee

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NOW YOU DO IT!

PRODUCT BRAND IMAGE

Toothpaste
Phone
Perfume
Shoes
Bag

Exercise 4: Work My Goal!

Assume that you are to open a business, design your own business goal using
SMART Framework. Fill-up the required data and create your own SMART
Goal. Do this in your activity notebook.
STARTING MY (your product or business)

Specific

Measurable

Attainable

Relevant

Time-Based

SMART GOAL
______________________________________________
______________________________________________
______________________________________________
______________________________________________

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Exercise 5: Make SMART! Be SMART!

“A goal without a plan is just a dream.” Some of you might have heard
this quote.

Setting a goal isn’t only applicable to business perspectives and

formation. Even as a student, you can also set your own goals. It will help you
be motivated as you progress toward the achievement of your goal.

Instruction: As a student, set-up your own goal for this school year. Made
use of the SMART Framework in setting up your goal. Copy and fill-up the
template below in your Activity notebook.

Goal Setting Worksheet

Name ___________________________ Goal Start Date: _________________
My goal is: ______________________________________________________________
________________________________________________________________________
________________________________________________________________________
_____________________________________________________________________
Goal Completion Date: ___________ Two things that will help me reach my goal
1. ____________________________ 1. _________________________________
______________________________ ___________________________________
______________________________ ___________________________________
2. ____________________________ ___________________________________
______________________________ ___________________________________
______________________________ ___________________________________
3. ____________________________ 2. _________________________________
______________________________ ___________________________________
______________________________ ___________________________________

4. ____________________________ ___________________________________
______________________________ ___________________________________
______________________________ ___________________________________
I Will know that I will reach my goal because: _________________________________
________________________________________________________________________
____________________________________________________________________

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VI. Assessment

Instruction: Read and understand the questions below. In your activity book,
write the letter of your answer.
1. All are accurate descriptions of modern marketing, EXCEPT which one?
A. Marketing is the creation of value for the customers.
B. Marketing is managing profitable customer relationships.
C. Advertising and selling are synonymous with marketing.
D. Marketing involves satisfying customers’ needs.

2. It is defined as a social and managerial process by which individuals and

organizations obtain what they need and want through value creation and
exchange.
A. Selling B. Advertising C. Bartering D. Marketing
3. ________ are human needs as shaped by individual personality,
environment, and culture.
A. Needs B. Wants C. Demands D. Values

4. __________ is the set of actual and potential buyers of a product.

A. market B. audience C. group D. segment

5. All are benefits of Marketing EXCEPT

A. help in developing more and better products
B. improves the quality of life
C. stretches the status gap between customers
D. contributes to economic development
6. This concept is aligned with the philosophy of continuous product
improvement and the belief that customers will choose products that offer the
most in quality, performance, and innovative features.
A. product B. production C. customer D. marketing

7. The product concept says that a company should do which of the following?
A. improve marketing of its best products
B. market only the products with high customer appeal
C. focus on the target markets and make products that meet those
customers' demands
D. focus on making continuous product improvements
8. It is the satisfaction derived by customers in availing of products or services
on time.
A. Time Utility C. Place Utility
B. Form Utility D. Possession Utility

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9. Which concept holds that achieving organizational goals depends on
knowing the needs and wants of target markets and delivering the desired
satisfactions better than competitors do?
A. product B. production C. selling D. marketing

10. Based on the production concept, consumers will favor products that are
________ and ________.
A. advertised; affordable C. segmented; convenient
B. in high demand; hard to find D. available; affordable

11. Societal marketing concept seeks to establish a balance between

consumer short-run wants and consumer ________.
A. short-run costs and profits
B. short-run ethics
C. long-run welfare
D. immediate health
12. Which of the following is the term for customers who make repeat
purchases and tell others about their positive experiences with a product or
service?
A. satisfied customers C. butterflies
B. customer evangelists D. full partners

13. Which of the following best explains why consumers have greater power
and control in today's marketplace?
A. Production concept and competition have lowered prices.
B. Implementation of product concept has resulted in continually
improving products.
C. Customer-driven marketing creates products and services that meet the
customers' future needs.
D. With today’s new communication technologies, customers have more access
to information and more methods of sharing their opinions with other
customers.

14. In today's world, marketing should be done by ________ employees in an

organization.
A. only marketing, sales, and customer-support
B. only sales and technology
C. only management and marketing
D. all
15. It refers to people's ability to recall and recognize your business.
A. Brand Awareness C. Brand
B. Lead volume D. Tactic

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VII. Reflection
Instruction: In your activity notebook, make a 10 sentences reflection paper
on the topic below.

HOW THE ROLE OF MARKETING IS BEING UTILIZED IN TIMES

OF PANDEMIC?
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________

Rubrics for exercises and reflection

Areas of 5 4 3 2
Assessment
Ideas Presents ideas Presents ideas Ideas are too Ideas are
in an original in a general vague or
manner consistent unclear
manner
Organization Strong and Organized Some No
organized beg/mid/end organization; organization;
beg/mid/end attempt at a lack beg/mid/
beg/mid/end end
Understanding Writing shows Writing shows Writing shows Writing shows
strong a clear adequate little
understanding understanding understanding understanding
Word Choice Sophisticated Nouns and Needs more Little or no
use of nouns verbs make nouns and use of nouns
and verbs essay verbs and verbs
make the informative
essay very
informative
Sentence Sentence Sentence Sentence No sense of
Structure structure structure is structure is sentence
enhances evident; limited; structure or
meaning; sentences sentences flow
flows mostly flow need to flow
throughout
the piece
(https://www.thoughtco.com/essay-rubric-2081367)

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VIII. References
Books

Hooley, Graham J, Kishore Gopalakrishna Pillai, Nigel Piercy, and John

Saunders. 2008. Marketing Strategy and Competitive Positioning. 4th ed.
Harlow: Pearson Custom Publication.

Perreault, William D, Joseph P Cannon, and E. Jerome McCarthy. 2017.

Essentials of Marketing. 15th ed. New York: McGraw-Hill Higher Education.

Department of Education - NCR, 2020. Principles of Marketing. Department

of Education, p.7.

E-book

2017. Principles of Marketing - Quexbook. [ebook] PERC Learning Portal.

Available at: <http://quexbook.com> [Accessed 8 August 2020].

Websites

https://www.thebalancesmb.com/smart-goal-examples-2951827

https://www.ama.org/the-definition-of-marketing-what-is-marketing

https://www.worldsupporter.org/en/chapter/41634-summary-principles-
marketing-kotler

MARY JOY E. QUINTINO

SHS Teacher 1
Subic National High School, Subic District

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