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Principles of Marketing m3

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The key takeaways are that the passage discusses the marketing process and its various steps such as situation analysis, marketing strategy formulation, marketing mix decisions and implementation and control.

According to the passage, the marketing process involves analyzing marketing opportunities, researching and selecting target markets, designing marketing strategies and tactics, planning marketing programs, and organizing, implementing, and controlling the marketing effort.

The main steps in the marketing process are situation analysis, marketing strategy formulation, marketing mix decisions, and implementation and control.

Principles of SENIOR

HIGH
Marketing SCHOOL

Module
Marketing Process 3
Quarter 1
Principles of Marketing
Quarter 1 – Self-Learning Module 12: Marketing Process
First Edition, 2020

Republic Act 8293, section 176 states that: No copyright shall subsist in any work
of the Government of the Philippines. However, prior approval of the government agency or
office wherein the work is created shall be necessary for exploitation of such work for profit.
Such agency or office may, among other things, impose as a condition the payment of
royalties.

Borrowed materials (i.e., songs, stories, poems, pictures, photos, brand names,
trademarks, etc.) included in this module are owned by their respective copyright holders.
Every effort has been exerted to locate and seek permission to use these materials from
their respective copyright owners. The publisher and authors do not represent nor claim
ownership over them.

Development Team of the Self-Learning Module


Writer: Xylee Marling Ignacio
Editor: Edna D. Camarao, PhD
Reviewers:
Content/Language: Edna D. Camarao, PhD, Dennis T. Alex,
Technical: Name
Illustrator: Name
Layout Artist: Name
Management Team: Ma. Evalou Concepcion A. Agustin
OIC-Schools Division Superintendent
Aurelio G. Alfonso EdD
OIC-Assistant Schools Division Superintendent
Victor M. Javeña EdD
Chief, School Governance and Operations Division and
OIC-Chief, Curriculum Implementation Division

Education Program Supervisors

Librada L. Agon EdD (EPP/TLE/TVL/TVE)


Liza A. Alvarez (Science/STEM/SSP)
Bernard R. Balitao (AP/HUMSS)
Joselito E. Calios (English/SPFL/GAS)
Norlyn D. Conde EdD (MAPEH/SPA/SPS/HOPE/A&D/Sports)
Wilma Q. Del Rosario (LRMS/ADM)
Ma. Teresita E. Herrera EdD (Filipino/GAS/Piling Larang)
Perlita M. Ignacio PhD (EsP)
Dulce O. Santos PhD (Kindergarten/MTB-MLE)
Teresita P. Tagulao EdD (Mathematics/ABM)

Printed in the Philippines by Department of Education – Schools Division of Pasig City


Principles of SENIOR
HIGH
SCHOOL
Marketing
Module

3
Quarter 1
Marketing Principle and
Strategies
Marketing Process
Introductory Message

For the facilitator:

Welcome to the Senior High School – Principles of Marketing Self Learning


Module on Marketing Process!

Senior High School – Principles of Marketing Self Learning Module on Marketing


Process!

This module was collaboratively designed, developed and reviewed by


educators from Schools Division Office of Pasig City headed by its Officer-In-Charge
Schools Division Superintendent, Ma. Evalou Concepcion A. Agustin in partnership
with the Local Government of Pasig through its mayor, Honorable Victor Ma. Regis
N. Sotto.

The writers utilized the standards set by the K to 12 Curriculum using the
Most Essential Learning Competencies (MELC) while overcoming their personal,
social, and economic constraints in schooling.

This learning material hopes to engage the learners into guided and
independent learning activities at their own pace and time. Further, this also aims
to help learners acquire the needed 21st century skills especially the 5 Cs namely:
Communication, Collaboration, Creativity, Critical Thinking and Character while
taking into consideration their needs and circumstances.

In addition to the material in the main text, you will also see this box in the
body of the module:

Notes to the Teacher


This contains helpful tips or strategies
that will help you in guiding the learners.

As a facilitator you are expected to orient the learners on how to use this
module. You also need to keep track of the learners' progress while allowing them
to manage their own learning. Moreover, you are expected to encourage and assist
the learners as they do the tasks included in the module.
For the learner:

Welcome to the Senior High School – Principles of Marketing Self Learning


Module on Marketing Process!!

The hand is one of the most symbolized part of the human body. It is often
used to depict skill, action and purpose. Through our hands we may learn, create
and accomplish. Hence, the hand in this learning resource signifies that you as a
learner is capable and empowered to successfully achieve the relevant
competencies and skills at your own pace and time. Your academic success lies in
your own hands!

This module was designed to provide you with fun and meaningful
opportunities for guided and independent learning at your own pace and time. You
will be enabled to process the contents of the learning material while being an
active learner.

This module has the following parts and corresponding icons:

Expectation - These are what you will be able to know after completing the
lessons in the module

Pre-test - This will measure your prior knowledge and the concepts to be
mastered throughout the lesson.

Recap - This section will measure what learnings and skills that you
understand from the previous lesson.

Lesson- This section will discuss the topic for this module.

Activities - This is a set of activities you will perform.

Wrap Up- This section summarizes the concepts and applications of the
lessons.

Valuing-this part will check the integration of values in the learning


competency.

Post-test - This will measure how much you have learned from the entire
module.
EXPECTATION

After going through this module, you are expected to explain the
marketing process and integrate marketing process in real-life situation.

PRETEST

Directions: From the pool words inside the box, choose the appropriate term for
each description.

Goods 4p’s Marketing Marketing Process

Services Product SWOT Analysis

_____1. It stands for Strengths, weaknesses, opportunities, and threats.

_________2. A kind of product that is less intangible by nature.

_________3. These are material things that satisfy human wants.

_________4. It consists of analyzing marketing opportunities, research, and select


target markets, marketing design and strategies, planning marketing programs and
organize, implement, and control the marketing effort.

_________5. These are the elements of Marketing Mix.


RECAP

Before we begin let’s have a quick review :

 In Marketing, goals are statements of what results in the company wants to


achieve with its marketing efforts
 Marketing goals are specific objectives described in the Marketing Plan.
 SMART marketing goals is a framework for successful goal setting. It stands
for Specific, Measurable, Attainable, Realistic, Timely.
 KPIs are important metrics to make sure that you can accomplish any
business objective.

L E S S ON

Lesson Overview

Marketing is indeed an art it has been practiced in one form or the other. It
has become a very important function in the business world. Marketing is the
business function that identified an unfulfilled needs and wants, defines, and
measured their magnitude, determines which target market the organization can
best serve, decides on appropriate products, services, and programs to serve this
market and calls upon everyone in the organization to think and serve the
customer.

This module covers the essential principles and strategies behind marketing:
what it is about, what makes for a marketing-oriented transaction, and how
consumers stand to benefit from it.
Activity No. 1

Write your answer in your activity sheet.

1. Describe the picture as many words as you can.

What is Marketing Process?

Marketing Process consists of analyzing marketing opportunities, research


and select target markets, marketing design and strategies, plan marketing
programs and organize, implement and control the marketing effort”- Philip Kotler

The marketing process consists of four elements:

1. Strategic Marketing Analysis.


 Company performance Analysis
 Company Strength and weaknesses ( SWOT)
 Customers
 Competitions
2. Marketing Strategy Formulation
 Market Segmentation
 Target Market Selection
 Value proposition
 Product positioning
3. Marketing Mix Decisions
 4P’s of Marketing
 7 P’s of Marketing
 Marketing Mix
4. Implementation and control
 Implementation
 Monitoring
 Marketing and Mix adjustments

Before the company or organization market their goods and services, they
must scrutinize first the situation of the company and that includes the
environment, market, competitors, customer, and its internal characteristic. SWOT
analysis is commonly used to assess the organization. The next step is the
formulation of marketing strategies base on the outcome of the analysis partnered
by using the elements of marketing called the Marketing Mix. As soon as the
marketing strategy is implemented, regular monitoring takes place to identify
necessary adjustments to any or all elements of the Marketing Mix.

A well-executed Marketing Process can contribute greatly to the success of


any company or organization.
ACTIVITIES

Activity 2

Directions: Explain the marketing process. Use the following diagram format.
Activity 3

Directions: Answer the following question and write your answer in the activity
sheet.

1. Based on your interview, what did you learn?

2. Formulate a marketing process that you can suggest to the online


entrepreneur.

WRAP–UP

What is the marketing process according to Philip Kotler?

___________________________________________________________________________
___________________________________________________________________________

What consists of marketing process? Explain

___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________

VALUING

If you are going to formulate a marketing process, what would you suggest to
the online entrepreneur?
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
POST TEST

Direction: Read the following statement. Encircle the letter of the correct answer

1. It consists of analyzing marketing opportunities, research, and select target


markets, marketing design and strategies, planning marketing programs and
organize, implement, and control the marketing effort.
A. Marketing Plan
B. Marketing Process
C. Marketing Analysis
D. Marketing Strategies
2. SWOT analysis is the best to use in this Marketing Process
A. Situation Analysis
B. Marketing Strategy Formulation
C. Marketing Mix Decision
D. Implementation and Control
3. Product, Promotion, Price, and Place are also known as
A. Marketing Mix
B. 4p’s of Marketing
C. Value Proposition
D. Product Positioning
4. It should be monitor regularly after its implementation.
A. Marketing Plan
B. Marketing Process
C. Marketing Analysis
D. Marketing Strategies
5. The last step the in marketing process.
A. Situation Analysis
B. Marketing Strategy Formulation
C. Marketing Mix Decision
D. Implementation and Control
KEYTOCORRECTION

R E F E R E N CE S

So,Real C., Torres, Oscar G. and De Guzman, Angel A.


Principles of Marketing textbook

Ilano, AB, Principles of Marketing text book

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