I.

TOPIC: CHAPTER 5: 7 P’S OF MARKETING

References: Dimatulac, O. (2017). Module in Entrepreneurship
Go, J. (2017). Principles and Practices in Marketing in the Philippine Setting

II. LEARNING GOAL: The students should be able to:

a. recogze the importance of 7 P’s of marketing

b. enumerate the 7 P’s of marketing

III. CONCEPTS: 7 P’S OF MARKETING

PRODUCT

To satisfy the needs

and wants of the
target market

PRICE

To make the product affordable to

the target market and reflect the
value of benefits provided

PLACE

To make the product conveniently available to

the target market consistent with their
purchasing patterns

PROMOTION

To build and improve consumer demand

PEOPLE

Members of the team who contribute to the delivery of the service and its brand
promise whether at the front line or in the back office, on-site or off-site

PACKAGING

The way your product or service appears from the outside

POSITIONING

Create the ideal impression in the hearts and minds of your customers

IV. ACTIVITY/EXERCISES: IDENTIFICATION

Directions: Read carefully each item. Identify the following P’s of marketing based on the concept
notes above. Write your answer on the space provided before the number.
Promotion 1. Nesfruta improved penetration and repeat purchase rate when they launched two new flavors,
melon and guyabano, supported with T.V. advertising.

Packaging 2. Marty’s vegetable chicharon targets the unsatisfied need of the customers who are avoiding
unhealthy snacks.

Positioning 3. Ariel detergent launched “Share the Load” campaign encouraging fathers to share the
household workloads in order to teach their sons the same, instead of leaving all household works on women.

Price 4. David’s salon has different pricing levels for haircut depending on the seniority (suggesting skill and
quality of service) of the hairstylist chosen by the customers.

People 5. Service staff at Italianni’s are trained to make their customers feel like guests in their own homes so
they recruit people who naturally exude warmth, extra attentiveness and courtesy at all times.

Product 6. The Spa has a unique lavender scent upon entering.

People 7. Pizza hut has an ongoing “Hate-Late” campaign that assures customers prompt delivery or pizza is
free.
Place 8. Yakult has over 2,500 street level vendors promoting and delivering their products to households.
Place 9. St. Luke’s Hospital branched out from a single hospital in Quezon City to a second hospital at Bonifacio
Global Taguig after its inauguration on January 2010, doubling its bed capacity to over 1,200. Similarly, Chong
Hua Hospital in Cebu branched out in Mandaue to be nearer their customer base.

Promotion 10. Minute Burger pioneered the “Buy 1-take 1 promo” of their hamburgers.