Principles-of-Marketing-Module-QUARTER 3-FINAL

PHILIPPINE COLLEGE OF ADVANCE ARTS AND TECHNOLOGY
1914 Doña Faustina Bldg., Recto Ave., Quiapo, Manila 1001

SENIOR HIGH SCHOOL DEPARTMENT
12
PRINCIPLES OF MARKETING
An Introduction to Business Marketing
QUARTER 3
Ms. Aila Marie A. Bata-anon

Author
PHILIPPINE COLLEGE OF ADVANCED ARTS AND TECHNOLOGY
A MODULE ON PRINCIPLES OF MARKETING: An Introduction to Business Marketing
FOREWORD
We have been hearing a lot about ―marketing‖ even before we became drawn
to social media. Since we were kids, we encounter a lot of advertisements from
television and radio commercials, published in magazines, newspapers, and posters, up
to the purchase recommendations that we get from the people around us. You can
always see or hear advertisements every time wherever you go. Someone is always
selling something. You may assume that this is what marketing is all about, but an
opportunity has been brought down to your table so you can properly determine if
marketing is really just about "selling something". This module will allow the students to
explore and dive deeper into understanding Marketing and what is beyond Marketing
Management. It aims to uncover the different layers of marketing from familiarizing
Marketing terms, learning its process, utilizing its core concepts to analyse the market,
up to applying it in the fast-changing, increasingly digital, and complex business
environment. Through this module, students will be able to see marketing from a more
realistic perspective but in a relatable setting.
This module consists of topics that will introduce the students to the movements
of the market and understanding them. Each topic will be discussed using case studies
of different products, brands, and companies, reflecting the actual scenarios in the
market and learning them by core. This module also provides an avenue for the
students to start maximizing their knowledge in exploring the intricate world of
Marketing through several tasks and reflective activities in line with the lessons and their
corresponding objectives.
As they untangle every topic of this module, students will be able to recognize
the importance of understanding the basics of Marketing including its principles and
approaches. Carefully studying its roots will unlock the possibility of resolving different
kinds of dilemma that is necessary to continuously adapt in this competitive industry.
"Today it is important to be present, be relevant, and add value."

– Nick Besbeas
2
WEEK 1-2
QUEST:
At the end of this unit, students will be able to:
 Define and understand Marketing principles, goals, and approaches.
PRE-TEST:
Direction: Read the following questions carefully and choose the letter that best
describes the answer. Encircle the letter of your answer.
1. It refers to dealing with customers.
a. Selling c. Commercial
b. Marketing d. Advertising
2. These are human wants that are backed by buying power.
a. Market Offering c. Purchasing Power
b. Needs d. Demands
3. It could be any physical goods, services, experiences and a variety of other
offerings that satisfy consumer‘s needs and wants.
a. Market Offering c. Buying Power
b. Product d. Demands
4. What do you call the set of all actual and potential buyers of a product or
service?
a. Markets c. Wants
b. Product offering d. Needs and Demands
5. It pertains to the state of felt deprivation.
a. Demand c. Needs
b. Product offering d. Markets
LESSON
DEFINING MARKETING AND ITS OBJECTIVE

Marketing, on the top of other functions in a certain
business, pertains to dealing with customers. Here, customers
are considered as a critical component, and engaging with
customers takes a lot of process. Hence, selling and advertising
is just the tiny tip of the marketing iceberg and the entire
marketing process. Marketing is a process by which marketing
organizations engage customers, build strong customer
relationships and create customer value in order to capture
value from customers in return. It rotates around determining
3 https://hdclipartall.com/marketing-clipart-group-of-people-
with-marketing-concept-1432-239578.html
and implementing strategies to deliver customer satisfaction at a profit. Figure below

shows a five-step model of marketing process for creating and capturing customer
value.
From Apple‘s ―hot product‖ iPhone,
―Kwentong Jollibee Valentine Series” of
Jollibee Foods Corporation every year, up to
famous “We’ve Got it All for You” tagline of
The SM Store, all was carefully formulated to
reach the primary objective of marketing.
Functions of marketing include
communicating, delivering, and creating
Image retrieved Prachi, M (2018).“Marketing”. The Investors Book. Retrieved from
https://theinvestorsbook.com/marketing.htmL
value for customers.
THE CORE MARKETING CONCEPTS
The figure on the right will help you get into

the first step in learning the marketing process
— understanding the core marketing
concepts.
1. Needs, Wants, and Demands
 Needs- state of felt deprivation (e.g.:
basic physical needs like food, social
needs and individual needs)
 Wants- form taken by human needs as
they are shaped by culture and
individual personality. They are
described in terms of objects that will
satisfy needs.
 Demands - human wants that are backed by buying power.
In order to understand how needs, wants, and demands are related, imagine a person
who needs water survive (thirst). The person may want a carbonated drink to satisfy his
or her thirst. If the person has the resources, he or
she may demand a particular brand of
th
Image retrieved from: —Armstrong/Principles of Marketing 7 Edition, Page 6
carbonated beverage, such as Coca-Cola, Pepsi

or any other brand.
2. Market Offerings – some combination of goods, services, information or
experiences offered to a market to satisfy a need or want.
 Product - physical goods, services, experiences and a variety of other
offerings that satisfy consumer‘s needs and wants.
3. Customer Value and Satisfaction- key building blocks for developing and
managing customer relationship.
4. Exchanges, Transaction, and Relationships - Marketing occurs when people
decide to satisfy needs and wants through exchange relationships
 Exchange – act of obtaining a desired object from someone by offering
something in return
4
Transaction - trade between two parties that involve at least two things of

value, agreed-upon conditions, and a time and place of agreement.
5. Markets – set of all actual and potential buyers of a product or service.
MARKETING APPROACHES: Traditional vs. Contemporary

Marketing as a discipline, including its strategies and approaches, have evolved
across years as technology advanced and lifestyle of people changed. Traditional
Marketing is the general term use to define the wide array of marketing channels we
see daily. It is the kind of marketing which helps reach the audience with offline mode
of advertising, which means anything except digital way to promote company‘s
products. Contemporary Marketing, also called as modern marketing which uses digital
platforms, refers to the theories that stress the importance of customer orientation versus
the traditional market orientation. Traditional approaches focus on production,
product, selling methods, and the market, while contemporary approaches focus on
relationships, social awareness, and content
TECHNIQUES OF TRADITIONAL MARKETING
1. Print Advertising - The earliest type of traditional
marketing is print media advertising. It is also
considered as a mass advertising technique.
(e.g.: Newspapers, Magazines, Journals, and
other Print Materials.
2. Broadcast Advertising - Commercials that air on
the radio or television are referred to as
broadcast advertising. Broadcast advertising
reaches a big audience in a short period of
time, although it has shorter life cycle than Print
Advertising and is more expensive. (e.g.: Radio An example of Print Media Advertising.
https://blog.hubspot.com/marketing/interactive-print-ads
Advertising, Theatre Advertising and TV

advertising).
3. Telemarketing - The act of selling, soliciting, or promoting a product or service
over the phone is known as telemarketing. The telephone is the most cost-
effective and flexible. (e.g.: Inbound Telemarketing, Outbound Telemarketing,
B2B and B2C Telemarketing).
4. Outdoor Advertising - Outdoor advertising, often known as out-of-home
advertising, is a traditional marketing technique that reaches people or
customers while they are outside of their home. (e.g.: Billboard, Signage, Bridge
Banners, Transit/ Vehicle Ads)
TECHNIQUES IN CONTEMPORARY MARKETING
Contemporary Marketing is associated with

Digital Marketing. It is widely popular due to
cultural, technological and societal shifts around
us. As long as technology is evolving, this approach
will continue to grow.
https://sendpulse.com/support/glossary/social-media-marketing
5
1. Social Media Marketing – In the digital area, social media marketing is

considered as the most important digital marketing tool. (e.g.: Social Media Ads,
Social Media influencers)
2. Search Engine Optimization (SEO) – It involves creating and increasing the
amount of traffic to a website by ensuring that it appears higher in search results
and in search engine like Google.
3. Email Marketing – It attracts customers to return or make a purchase to the
company by the information they get from their emails.
4. Content Marketing - A brand can use content marketing as a tool to achieve
better brand awareness by marketing itself as a company that is in touch with
and important to the world.
5. Web Advertising – Done through creating clickable advertisement through to be
installed in popular websites.
6. Creating an App - Creating an app for a brand may provide viewers with an
easy way to communicate with the brand, display where they can purchase
and be alerted of new goods.
TRADITIONAL APPROACH TRADITIONAL APPROACH
Advantages: Disadvantages:
 Easy to reach local audience  Expensive
 Face to face contact  Less Engaging
 Easy to understand  Forced Strategy
 Traditional Ads can be kept  Customized Marketing not
 High and proven success rate possible
 Lack of time to update
message
 Ignorance of Traditional
Methods
 Difficulty in measurability
DIGITAL APPROACH DIGITAL APPROACH
Advantages: Disadvantages:
 Cost effective  Time consuming
 Return of Investment  Dependability on technology
 Easy to measure  Skill and Training
 Brand Development  High Competition
 Global reach  Complaints and feedback
 Compete with large
corporation
 Time to update message
 Improved conversion rate
ACTIVITY 1.1
DIRECTION: Select the best answer among the choices below. Write the letter of
your answer on the space provided.
a. Telemarketing c. Traditional Marketing e. Web Advertising
b. Creating an app d. Contemporary Marketing f. Marketing
6
_____1. It is a process by which marketing organizations engage customers, build strong

customer relationships and create customer value in order to capture value from
customers in return.
_____2. Also called the modern marketing approach and focuses on using digital
platforms.
_____3. A technique in traditional marketing approach wherein the act of advertising
the product is done over the phone.
_____4. Done through creating clickable advertisement through to be installed in
popular websites
_____5. It is the kind of marketing which helps reach the audience with offline mode of
advertising, which means anything except digital way to promote company‘s products.
ACTIVITY 1.2 Using your own words, why do you think social media has a vital role in
marketing? Give at least three (3) examples of social media platforms and how companies can use these
platforms to market their brands.
POST-TEST
Direction: Read the following questions carefully and choose the letter that best
1. Trade between two parties that involve at least two things of value, agreed-
upon conditions, and a time and place of agreement.
a. Transaction c. Market Offering
b. Exchange d. Customer Satisfaction
2. It is the key building blocks for developing and managing customer relationship.
a. Transaction and Exchange c. Needs, wants, and demands
b. Markets d. Customer Value and Satisfaction
3. It reaches a big audience in a short period of time, although it has shorter life
cycle than Print Advertising and is more expensive
a. Telemarketing c. Print Media Advertising
b. Broadcast advertising d. Outdoor Advertising
4. It involves creating and increasing the amount of traffic to a website by ensuring
that it appears higher in search results
a. Web Advertising c. Search Engine Optimization
b. Social Media Advertising d. Email advertising
5. Below are the disadvantages of traditional approach in marketing except _____.
a. Customized Marketing not possible c. Traditional Ads can be kept
b. Difficulty in measurability d. Forced Strategy
7
WEEK 3
QUEST:
 Define Customer Relationship Management (CRM)

 Explain the value of customers
RECALLING
Question: What does marketing mean to you? How does it affect your daily life?
_____________________________________________________________________________________
_____________________________________________________________________________________
____________________________________________________________________________________
PRE-TEST:
DIRECTION: Select the best answer among the choices below. Write the letter of
your answer on the space provided.
a. Butterflies c. Customer Perceived Value e. Barnacles

b. Customer Satisfaction d. Customer Relationship Management
_____1. It covers all areas of client acquisition, retention, and growth

_____2.This term pertains to customers act on what they think is valuable.
_____3.Type of customers that is potentially profitable but not loyal
_____4.The degree to which a product's perceived performance meets or
exceeds a buyer's expectations
_____5. Type of customers that is highly loyal but not very profitable
LESSON
Perhaps the most significant notion in modern
marketing is Customer Relationship Management or CRM.
Customer relationship management is the process of
establishing and sustaining valuable customer
relationships. By providing higher customer value and
satisfaction, you may build stronger customer connections.
It covers all areas of client acquisition, retention, and https://www.pinclipart.com/maxpin/ibhToRR/
growth. Customer Relationship Management (CRM) is the act of keeping precise

information about individual customers and carefully managing customer touch points
to optimize customer loyalty.
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RELATIONSHIP BUILDING BLOCK: Customer Value and Satisfaction

 CUSTOMER PERCEIVED VALUE – the customer‘s evaluation of the difference
between all the benefits and all the costs of a market offering relative to those of
competing offers. Customers frequently fail to assess a product properly or
objectively value and cost. They act based on ―perceived value‖ or what they
think is valuable.
 CUSTOMER SATISFACTION- Higher levels of customer satisfaction lead to higher
levels of revenue. Customer loyalty, in turn, leads to improved business
performance. The degree to which a product's perceived performance meets or
exceeds a buyer's expectations is known as customer satisfaction.
CAPTURING VALUE FROM CUSTOMERS
The company gains a competitive advantage by providing higher customer value.

It will result to more long-term benefits, aside from return of investment for the marketing
firm. On this unit, we will discuss the results of generating customer value.
Creating Customer Loyalty and Retention

Customer
Customers that are loyal spend more and stay longer. Equity
According to research, keeping an existing client is five times
less expensive than acquiring a new one. Assessing
Share of
Customer Lifetime Value has a great impact on the Market
company. It pertains to the amount by which a customer‘s
revenues outweigh the company's costs of acquiring,
Customer
Loyalty and
marketing, and serving the customer over time. Basically, it is the Retention
total worth of all purchases made by a customer over the course of a

lifetime patronage.
Growing Share of Customer

Share of Customer means the portion that marketer get of the customer‘s purchasing in
their product categories. To increase this, companies might provide more variety to
current consumers to boost customer share. They may also teach personnel to cross-sell
and up-sell to existing clients in order to advertise more items and services to them.
Building Customer Equity

The total combined customer lifetime values of all of the company's present and future
customers are referred to as customer equity. It is a metric for estimating the worth of a
company's customer base in the future. Clearly, the more loyal the company‘s
profitable customers, the higher the company‘s customer equity.
TYPES OF LOYAL CUSTOMERS

Various categories of customers require different
techniques for engagement and relationship
management. The objective is to form the proper
connections with the right customers.
 Strangers- low potential profitability and little
projected loyalty. The relationship management
https://marketing-insider.eu/customer-relationship-groups/
9
approach is simple: don't invest anything in them; create profit from every
transaction.
 Butterflies - potentially profitable but not loyal. Businesses may enjoy butterflies for
a short time, but they must move on and stop investing in them until the next
opportunity arises.
 True Friends - both profitable and loyal. They return on a frequent basis and
inform others about their positive experiences with the business. As a marketer,
you must continue to delight these customers and nurture, retain and grow
them.
 Barnacles - highly loyal but not very profitable. They cause drag, much like
barnacles on a ship's hull. Barnacles are one of the most difficult clients to deal
with.
ACTIVITY 1.1
DIRECTION: Identify the word being described in every item. Write your answer on
the space provided.
____________1. It is the act or a process of keeping precise information about individual
customers and carefully managing customer touch points to optimize customer loyalty.
____________2. It pertains to the total worth of all purchases made by a customer over
the course of a lifetime patronage.
____________3. Type of customers that is considered as one of the most difficult clients to
deal with.
____________4. The total combined customer lifetime values of all of the company's
present and future customers.
____________5. They return on a frequent basis and inform others about their positive
experiences with the business.
ACTIVITY 1.2
DIRECTION: Select a company that you last purchased from. How well does that
company manage its relationships with customers? What customer relationship
management strategy does it use? Do you think this relationship management strategy
differs from other companies you buy from?
POST-TEST
Direction: Read the following carefully and choose the letter that best describes
the answer. Encircle the letter of your answer.
1. The portion that marketer get of the customer‘s purchasing in their product
categories.
a. Share of Market c. Customer‘s Equity
b. Share of Customer d. Customer Value and Satisfaction
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2. The relationship management approach this type of customer is simple: do not

invest anything in them; create profit from every transaction.
a. Strangers c. True Friends
b. Butterflies d. Barnacles
3. The customer‘s evaluation of the difference between all the benefits and all the
costs of a market offering relative to those of competing offers.
a. Customer Relationships c. Customer Value and Satisfaction
Management
b. Share of Customer d. Customer Perceived Value
4. Businesses may enjoy this type of customer for a short time, but they must move
on and stop investing in them until the next opportunity arises
5. _____________ is the process of establishing and sustaining valuable customer
relationships
Management
WEEK 4
QUEST:
 Define Relationship Marketing
 Determine the importance of RM in improving customer relationship
RECALLING
Direction: Give at least two (2) Types of Customers according to loyalty and
suggest strategies and ways on how a certain business must manage their relationship
with said customers.
1.___________________________________________________________________________________
_____________________________________________________________________________________
2.___________________________________________________________________________________
_____________________________________________________________________________________
PRE-TEST
Direction: Using the word web below, think of any word/s that best describes or
connected to ―Relationship Marketing‖. Put your answers inside the bubbles.
Relationship
Marketing
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LESSON
According to American Marketing Association

(1995), ―Relationship Marketing is marketing with the
conscious aim to develop and manage long term
and/or trusting relationship with customers, distributors,
suppliers, or other parties in the marketing environment‖.
Building a strong marketing network is the ultimate goal
of relationship marketing. A marketing network is made
up of a company's customers, workers, suppliers,
https://www.clipartkey.com/view/wmJbJb_customer-relationship-png/
distributors, retailers, ad agencies, and other

stakeholders with whom it has developed mutually beneficial commercial ties‖.
CHARACTERISTICS OF RELATIONSHIP MARKETING
Relationship Marketing is a strategy for It focuses on partners

cultivating consumer loyalty, involvement, and long- with
It is more concerned
the long-term than
and customers rather
term engagement. Its goal is to build deep with the short-term.
than on the company’s
product.
relationships with customers by offering them
information that is tailored to their specific needs
and interests and encouraging open It prioritizes customer
retention and growth
Rather than
departmental work, it
communication. The chart of the left shows the over customer relies on cross-
characteristics of Relationship Marketing. Here are acquisition. functional teams.
some examples of strategies involve in Relationship

Marketing: It places a greater
 Generating loyalty rewards program emphasis on listening
and learning than on
 Actively asking for customers request and feedback talking.
 Sending birthday and holiday greetings
 Sending corporate gifts to your customers
 Crafting customized communications
 Simplifying your website and check out process (and other customer process)
Lays, for example, is one of the well-known potato

chip brand that practices Relationship Marketing.
They use social media in a unique way by holding
tournaments for their customers. If you are
unfamiliar with the ―Do Us a Flavor‖ campaign, it is
a program that invites customers to submit flavor
suggestions. The competition's winner wins cash
prize. Campaigns like these aim to increase
customer involvement in a new and enjoyable way.
https://www.instagram.com/p/CD1li5fgAL7/
IMPORTANCE OF RELATIONSHIP MARKETING
1. Understanding customer 2. Repeat business

characteristics Delivery and 3. Prevents negative transition
meeting expectations 4. Word-of-mouth marketing
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5. Increasing customer base 8. Identification with the

6. Reduced marketing cost company
7. Minimization of customer price 9. Product market expansion
sensitivity
ACTIVITY 1.1
Direction: TRUE or FALSE. Write TRUE if the statement is correct and FALSE if the
statement is wrong.
_______1. Building customer network is just a secondary goal of relationship marketing.

_______2. Relationship Marketing is a strategy for cultivating consumer loyalty,
involvement, and long-term engagement.
_______3. Creating personalized communication is an example of a Relationship
Marketing Strategy
_______4. Relationship marketing strategies like Campaigns aim to decrease customer
involvement with the business or the brand.
_______5. Repeat business is one of the disadvantages of Relationship Marketing.
ACTIVITY 1.2
Question: What do you think is the most effective strategy of Relationship
Marketing? Provide your reason and give an example.
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
POST TEST
Direction: Read the following statements carefully and choose the letter that
best describes the answer. Encircle the letter of your answer.
1. It defines marketing that has conscious aim to develop and manage long term
and/or trusting relationship with customers, distributors, suppliers, or other parties
in the marketing environment.
a. Marketing Management c. Market Network
b. Exchange, Transaction and d. Relationship Marketing
Relationship
2. Its goal is to build deep relationships with customers by offering them information
that is tailored to their specific needs and interests and encouraging open
communication.
Relationship
3. Compose of company's customers, workers, suppliers, distributors, retailers, ad
agencies, and other stakeholders with whom it has developed mutually
beneficial commercial ties.
13
Relationship
4. It involves creating and increasing the amount of traffic to a website by ensuring
that it appears higher in search results
a. Web Advertising c. Search Engine Optimization
b. Social Media Advertising d. Email advertising
5. Below are the benefits of benefits of relationship marketing except_____.
a. Increase marketing cost c. Product market expansion
b. Word of mouth marketing d. Increase customer base
WEEK 5
QUEST:
 Define Marketing Plan and Marketing Strategy
 Distinguish between strategic and marketing planning in terms of objectives
and processes
RECALLING:
Question: Why considering Relationship Marketing is important when you run a
business?
_____________________________________________________________________________________
_____________________________________________________________________________________
___________________________________________________________________________________
___________________________________________________________________________________
PRE-TEST
Direction: Select the best answer among the choices below. Write your answer on
the space provided.
Buyer Persona Unique Value Preposition Marketing Mix
Marketing Strategy Market Research Marketing Plan
_________________1. It pertains to the detailed activities and measures that you will do or
take to achieve and support strategy
_________________2. It is defined as an approach that is aligned to your business goals to
gain competitive advantage.
_________________3. Set of marketing tools that companies use to carry out its marketing
strategy
_________________4. It describes the qualities and features of the customer most likely to
purchase a company's product or service
_________________4. It pertains to what makes you unique from your competitors.
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LESSON:
Marketing strategy and a Marketing plan are both
The marketing strategy is
vital aspects of a company's success. A marketing plan
consists of the measures you'll take to reach your your approach to achieving
marketing goals and support the established strategy, your competitive advantage
whereas a marketing strategy consists of what you've — the marketing plan
recognized your organization must ensure to contains the activities that
accomplish its objectives. will get you there.
Brian de Haaff (2019). The Marketing Strategy vs. the Marketing Plan retrieved
A marketing strategy is linked to your business from https://www.aha.io/blog/the-marketing-strategy-vs-the-marketing-plan
strategy and serves as the framework for connecting with your target audience and
achieving your company goals. A comprehensive marketing strategy ensures that your
marketing activities are aligned with your business goals, optimizing the return on your
marketing investment. A marketing plan, on the other hand, outlines the particular
measures and details you will take to achieve the company's marketing goals or overall
course, as well as individual campaign objectives.
MARKETING STRATEGY PROCESS

1. Identify your business objectives – one of the best way to set your goals is
through SMART Method (Specific, Measurable, Achievable, Relevant, Time-
bound)
2. Conduct market research – to figure out why people would purchase your
product or service. There are two (2) kinds of market research:
a. Primary Market Research - from current customers (e.g.: shopper‘s feedback/
survey
b. Secondary Market Research – gathered from potential customers
3. Understand your customer – You can figure out when, where, and how your
target customer buys things after you know the specifics of your buyer persona
4. Analyze the competition - Compare and contrast their goods, marketing
techniques, prices, and supply chains to your own. Your competitors can help
you enhance your tactics and prevent mistakes.
5. Establish your Marketing Mix –
Marketing Mix is the collection of
marketing tools that companies use to
carry out its marketing strategy. This
business theory refers to 8P‘s:
a. PRODUCT – the service or
goods that you are going to sell
b. PRICE – the value exchange
c. PLACE - anywhere the product
https://www.shutterstock.com/image-vector/marketing-mix-7p-banner-web-icon-1128397847
appears physically
d. PROMOTION – the manner by which items are pushed or put on the market
e. PEOPLE – Individuals that are crucial to the campaign's or launch's success
f. PROCESS – examines how you provide your goods to customers and whether
your business requires more analysis and improvement.
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g. PHYSICAL EVIDENCE - Presenting some real proof of purchase (e.g.:

receipt).This promotes the notion that the consumer has completed a
worthwhile transaction.
6. Testing Marketing Strategy – Assessing your marketing methods on a relatively
small scale before completely launching a new product, service, or campaign
7. Implement Marketing Strategy – take note the effectiveness. Revise or extend if
necessary.
MARKETING PLAN PROCESS

To develop a draft, you must first grasp the required research. This will help your
company to create a strong marketing plan.
1. Competitor research – know your competitors strengths and vulnerabilities.
Researching about the environment of the competition will help you avoid
overpricing and creating goods and services that is too similar to your
competitors.
2. Conduct SWOT Analysis – determine your company‘s Strength, Weaknesses,
Opportunities and Threats. It can help you improve your objectives.
3. Develop Buyer Personas – Buyer persona describes the qualities and features of
the customer most likely to purchase a company's product or service.
4. Set budget Parameters – In order to get the best ROI, businesses must know how
to allocate finances for certain approaches.
5. Form KPIs and Goals
6. Create and Outline
On the following units, writing a Marketing Plan, after meeting the required
researches mentioned above will be discussed.
The Differences between Marketing Strategy and Marketing Plan

Marketing Strategy Marketing Plan
Definition -approach that is aligned to your - detailed activities and measures
business goals to gain competitive that you will do or take to achieve
advantage and support strategy
Purpose -Supports business objectives and to -Supports Marketing Strategy
capture marketing goals
Timing -should be made prior to beginning -should be made once you have a
any actual work marketing strategy in place.
Focus -Goals, campaign objectives, target -Execution approach and more
audience, communication tactics, tactical activities you plan to take to
and competitive analysis attain
Components  Vision and goals of the company  Campaign goals
 Marketing objectives  Activities
 Initiatives  Branding
 Messaging – how will you  Timeline with key milestones
disseminate the message to your  Channels to be used
internal and external customers?  Budget
 Target Audience  Responsibilities – who are the
 Environment of competition people that you will assign in a
 Unique Value Preposition –what specific campaign
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makes you unique from your  Dependencies

competitors?
ACTIVITY 1.1
Direction: On the discussion above, it has been mentioned that marketing
strategy and marketing plan are both essential for the company to succeed. Base on
your own understanding, what are the benefits of having strong marketing strategy and
marketing plan?
1.___________________________________________________________________________
2.___________________________________________________________________________
3.___________________________________________________________________________
4.___________________________________________________________________________
5.___________________________________________________________________________
ACTIVITY 1.2
Question: Imagine that you are about to open a business and sell products to
the market. What kind of company/ business are you going to create? What kind of
service or good are you going to offer to the market? As a marketer, construct your
own Company‘s Mission and Vision.
POST TEST
Direction: Match column A with the corresponding item in column B.
Column A Column B
_____1. The method by which items are pushed or put on the a. People
market b. Process
_____2. The service or goods that you are going to sell c. Place
_____3. It promotes the impression that the consumer has d. Promotion
completed a worthwhile transaction e. Physical Evidence
_____4. These are the Individuals that are crucial to the f. Product
campaign's or launch's success
_____5. It pertains to anywhere the product appears physically
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WEEK 6
QUEST:
 Analyse the elements of macro- and micro-environment and their influence
to marketing planning.
RECALLING
Direction: Using the Venn diagram below, identify the similarities and differences
of Marketing Plan and Marketing Strategy.



 Marketing Marketing
 Strategy Similarities Plan



PRE TEST
Direction: Read the following statements carefully and choose the letter that best
1. What do you call the external and internal elements that impact marketing
activities?
a. Microenvironment c. Demographic
b. Macro environment d. Marketing environment
2. It consists of the actors close to the company that affect its ability to serve its
customers.
3. It consists of the larger societal and create opportunities for the firm while also
posing a threat.
4. Any group with an actual or potential interest or effect on an organization's
capacity to fulfill its goals is referred to as ______.
a. Public c. Customers
b. Supplier d. The Company
5. The study of human populations in terms of size, density, location, age, gender,
race, occupation, and other data.
18
LESSON
Companies keep a close eye on
the changing environment and adjust
accordingly. The actors and forces outside
the marketing environment could impact
the capacity of Marketing Management
to create and sustain effective
connections with target customers.
Marketing environment is external and
internal elements that impact these
marketing activities.
MICROENVIRONMENT ACTORS IN THE MICROINVIRONMENT

The microenvironment is made up of
Image retrieved from: Armstrong/Principles of Marketing 7th Edition, Page 68
nearby actors who have an impact on the company's capacity to service its
customers. Below are the components of Microenvironment who together make up the
firm's value delivery network, will be necessary for marketing success:
A.THE COMPANY - All divisions, from manufacturing and finance to legal and human
resources, have the responsibility for understanding customer demands and delivering
customer value, with marketing taking the lead.
B. SUPPLIERS - Provide the firm with the resources it requires to manufacture its goods
and services.
C. MARKETING INTERMIEDIARIES – these are businesses as well and they support the firm
in promoting, selling, and distributing its products to customers. (e.g.: Resellers, physical
distribution firms, marketing services, and financial intermediaries such as banks and
insurance companies)
D. COMPETITORS – a company must achieve a strategic edge by putting its offers
strongly against those of its competitors, and develop greater customer value and
satisfaction than its competitors do.
E. CUSTOMERS - Any or all of the following five categories of customer markets might be
targeted by the firm. They purchase goods and services base on their category:
 Business Markets – for processing  Government Markets- government
 Consumer Markets – for own use agencies
 Reseller Markets – resell for profit  International Markets – from other
nation
F. PUBLICS - Any group with an actual or potential interest or effect on an organization's
capacity to fulfill its goals is referred to as the public. There are seven (7) different types
of publics:
 Financial Publics – affects the marketers must remain engaged
company‘s ability to raise funds. with the company's legal counsel.
 Media Publics – carries news,  Citizen-action Publics – Consumer
features and editorial opinion. advocacy groups, minority groups,
 Government Publics – On problems and others may oppose a
of product safety, honesty in company's marketing decisions.
advertising, and other issues,
19
 Local Publics – Local citizens and perception of its offerings and

community organizations are activities.
included in this category  Internal Public - When employees
 General Public – A business must be are pleased with their company,
concerned about the public's their optimism spreads to the general
public.
MACROENVIRONMENT
The macroenvironment consists of the
larger societal forces that affect the
microenvironment and create opportunities
for the firm while also posing a threat.
A. DEMOGRAPHIC ENVIRONMENT - The

study of human populations in terms
of size, density, location, age, gender,
race, occupation, and other data is
known as demography. Below are the
FORCES IN THE MACROENVIRONMENT
four (4) largest generational groups: Image retrieved from: Armstrong/Principles of Marketing 7th Edition, Page 68
Baby Boomers - People born during Millenials (Generation Y) - The children of

the period following World War II, baby boomers, born between 1977 and
between 1946 and 1964. 2000
Generation X- People born between Generation Z - People born after 2000
1965 and 1976, in the ‗birth dearth‘ (although many analysts include people born
that followed the baby boom. after 1995) who make up the children‘s,
tweens‘ and teens‘markets.
B. ECONOMIC ENVIRONMENT – it is made up of factors affecting consumer purchasing

power and spending patterns. Consumer spending and buying behavior can be
dramatically affected by these factors, may it be changes in their income, or in their
changing consumer spending pattern.
C. NATURAL ENVIRONMENT - concerns natural resources that marketers need as inputs
or that are influenced by marketing activities. As a marketer, you should be aware of
the following trends in this environment. That includes: shortages in raw materials,
increased pollution, increased government intervention in natural source management.
 Environmental Sustainability - developing strategies and practices that create a
world economy that the planet can support indefinitely
D. TECHNOLOGICAL ENVIRONMENT - forces that contribute to the development of new
technology, products, and market opportunities. Our attitude towards technology
depends on whether we are more impressed with its wonders – or with its blunders.
E. POLITICAL AND SOCIAL ENVIRONMENT – Political environment pertains to the laws,
government agencies, and pressure groups that affect or constrain diverse groups and
individuals in a particular society.
F. CULTURAL ENVIRONMENT - A society's core beliefs, perceptions, tastes, and actions
are influenced by the cultural environment, which is made up of institutions and other
forces. People are shaped by the culture in which they grow up, which molds their core
20
views and values. Persistence of cultural value, or shifts in secondary cultural value are
some of the traits that may have an impact on marketing decisions.
IMPORTANCE OF MARKETING ENVIRONMENT

1. Planning – data from both environment helps marketers in predict future trends
and ad design.
2. Interating with customers- Customers, the general public, and demographics are
all external aspects that may help a company determine how to communicate
with its target audience.
3. Marketing Trends – assists marketers to produce distinctive and innocative
content.
4. Recognizing opportunity – help marketing teams in identifying chances for
innovation, new client acquisition, and more efficient work practices.
5. Risk reduction – increase the likelihood of product or service success by
accounting strengths and areas for improvements.
ACTIVITY 1.1
Direction: Modified True or False. Write TRUE if the student is correct. If not,
change the underlined word in the statement to make it correct. Write your answer on
the space provided.
_____1. Competitors provide the firm with the resources it requires to manufacture
its products.
_____2. Media Publics is the type of Public that carries news, features and
editorial opinion.
_____3. Customers who purchase goods or services for their own use are part of
Consumer Market.
_____4. Dubbed as the children of baby boomers, Generation X, are people who
were born between 1977 to 2000.
_____5.One must achieve a strategic edge by putting its offers strongly against t
hose of its Suppliers.
ACTIVITY 1.2
Question: Take a moment to consider how the economic environment, the
natural environment, the technological environment and the political and social
environment have shaped the decisions you have made about a recent purchase.
Which part of the macro environment most impacted your decision? Explain your
answer.
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
POST-TEST
Direction: Select the best answer among the choices below. Write your answer
on the space provided.
Technological Environment Demographic Environment Cultural Environment
Economic Environment Market Research Natural Environment
21
_______________1. Consumer spending and buying behavior can be dramatically

affected by this force.
_______________2. The core beliefs of a society, perceptions, tastes, and actions are
influenced by this external force.
_______________3. Trends on this environment include shortages in raw materials,
increased pollution, increased government intervention in natural source management
wherein a marketer must be aware of.
_______________4. Force that contribute to the development of new technology,
products, and market opportunities
_______________5. It leads on creating strategies and practices that could develop a
world economy that the planet can support indefinitely.
WEEK 7
QUEST:
 Define Market research and its importance to a business enterprise.
 Identify the steps in marketing research
RECALLING
Question: Take a quick ―flashback‖ about the things that has been discussed to
you on the previous unit. Watch this short video using this link
(https://www.youtube.com/watch?v=Ule8n6GgE1g) and take note on the important
key points that is well help you better understand Marketing Environment.
PRE-TEST
Direction: Identify the missing word in every statement below. Write your answer
the space provided.
1. _______________ involves information that already exists somewhere, having been
collected for another purpose.
2. _______________ is made up of information collected for the specific purpose at
hand.
3. The systematic design, gathering, analysis, and reporting of data relevant to a
specific marketing scenario confronting a company is known as
___________________.
4. _______________ comprises of lots of people and use statistical approach,
techniques, and tools to analyze data.
5. _______________ are studies that involves a small group of individual.
22
LESSON:
It takes good information to create and
develop good products and marketing programs.
Marketing information, along with research, satisfy the
condition for marketers to make faster, yet more
accurate, decisions by bringing them closer to their
consumers, allowing them to learn more about who
they are, what they want, and what their competitors
are up to. Marketers should continuously be looking for
sources of marketing information about their company Figure 1http://www.smbceo.com/2017/10/10/why-is-b2b-market-research-
and market in order to keep track of what is going on in
so-important/
the industry. Companies must know how to transform piles of market information into
new customer insights that will help them give higher value to customers in order to
compete in today's market. They may now collect and find massive amounts of
marketing data with the fast growth of information technology.
 Big data refers to the huge and complex data sets generated by today‘s
sophisticated information generation, collection, storage, and analysis
technologies
 Marketers must filter through reams of data in order to find the gems – the
pieces of information that provide consumer insights. That is the job of
Marketing Analytics. Marketing Analytics refers to the techniques and
technologies that are used to make informed marketing decisions that result
in successful results and a positive return on marketing expenditure.
 When big data has been sorted and filtered through Marketing Analytics,
they utilize this data to build critical consumer insights. Customer Insights
pertains to renewed understandings of customers and the marketplace
derived from marketing information that enable the firm to provide greater
value to its customers.
 Company must also design a tool that will help the managers get the right
information, in the right form, at the right time. This is possible by creating a
Marketing Information System (MIS). It is made up of people and methods
committed to analyzing information needs, creating the information required,
and assisting decision-makers in using the information to make and confirm
relevant customer and market insights
MARKETING RESEARCH
For certain marketing scenarios and decisions,
marketers frequently require formal studies that give
consumer and market intelligence. The systematic
design, gathering, analysis, and reporting of data
relevant to a specific marketing scenario confronting a
company is known as marketing research. Qualitative
Research are studies that involves a small group of
individual (e.g.: focus groups, one-on-one interviews).
https://www.thebalancecareers.com/market-research-analyst-job-
description-salary-and-skills-2061804
Quantitative Research, on the other hand, involves lots
of people and use statistical approach, techniques, and
23
tools to analyze data.
In order to actually meet the information required by the manager, market

research can reach for primary data, secondary data, or it could be both. Primary data
is made up of information collected for the specific purpose at hand, while Secondary
data involves information that already exists somewhere, having been collected for
another purpose. Sources of secondary data include internal sources, government
publications, periodicals and books, and commercial data.
STEPS IN MARKET RESEARCH BENEFITS OF MARKET RESEARCH

1. Identify your buyer persona- consider It might take a lot of time and
certain characteristics like age, money but a lot of well-known marketers
gender, job role, income, and any agreed that market research is a
personal or business-related concerns worthwhile investment. Here are some of
they're encountering that your the benefits of having a market research:
company can help.  Easily knowing what drives
2. Choose people to research - find customers' purchase decisions
people that have most of the features  Getting a sense of how well your
of your buyer personas. product will perform in a certain set
3. Make a list of the research questions of individuals.
you want to ask your participants - To  Having a better understanding as
encourage participants to contribute to where people are looking for
in-depth replies, make each one open- information on various items
ended. This makes it easy for you to  Explaining what consumers want
determine what aspects of your and need from their products
product require improvement.  Enabling you to create a targeted
4. Conduct primary research on the marketing approach
people you've selected - This might be  Providing you with information on
a phone survey, an online poll, or a how customers connect with other
face-to-face interview, or surveys for brands and businesses
your current customers.
5. Execute your secondary market
research - study the environment of
competition.
6. Make conclusions based on your
findings - This might assist your team
understand what product upgrades to
make and what your firm is already
doing well.
ACTIVITY 1.1
DIRECTION: Identify the following terminologies base on what you have
understood with the discussion above. Write your answer a piece of paper.
a. Marketing b. Big data c. Market Analytics
Information
d. Customer Insights e. Marketing Information System or MIS
24
ACTIVITY 1.2:
Question: The marketing industry is overflowing with data from a variety of
sources, and sorting, analysing, and filtering them might take some time and money.
Why do you think Market Information is still relevant to a company despite this?
POST-TEST
Direction: TRUE or FALSE. Write TRUE if the statement is correct and FALSE if the
statement is wrong.
_______1. It takes good information to create and develop good products and
marketing programs.
_______2. After arranging piles of data and using them effectively, company will get
lower customer value and will less competitive in the market.
_______3. To meet the manager‘s required information, market research can reach for
secondary data only.
_______4. Analyzing your competitors is one of the steps in market research.
_______5. One of the advantages of market research is that marketer can easily
understanding what drives customers' purchase decisions.
WEEK 8
QUEST:
 Differentiate the buying behaviour and decision making of individual/
household customer versus the business (organizational) customer
RECALLING
Question: As a marketer, discuss the advantages of developing a Market
Research.___________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
PRE-TEST
Direction: Select the best answer among the choices below. Write your answer on
the space provided.
Consumer Behaviour Business Buyer Behaviour Consumer Buyer Behaviour
Business Buying Process Consumer Market Business Market
25
_______________1. Household buyers who purchase or acquire products and services for
their own consumption/use.
_______________2. It pertains to how individuals feel and think when deciding whether or
not to purchase a product
_______________3. The buying behavior of final consumers – individuals and households
that buy goods and services for personal consumption.
_______________4. The purchase behavior of businesses that purchase goods and
services to utilize in the production of new or other goods and services that are sold,
rented, or supplied to others
_______________5. It also includes the retailing and wholesaling firms that acquire goods
to resell or to rent to others at a profit.
LESSON
Researchers may observe that individuals buy
antiperspirants more frequently in the summer; generally
at pharmacies and grocery shops and that is because
customers are more worried about managing their
perspiration whenever the weather is hot. Being aware to
all of these may help retailers and businesses better
target deodorant sales at specific periods of the year.
Businesses can learn why customers make certain
decisions by analyzing customer behavior. How
individuals feel and think when deciding whether or not
to purchase a product is called Consumer Behavior.
CONSUMER BUYER BEHAVIOR

Consumer Buyer Behavior is known as the buying
behavior of final consumers – individuals and households
that buy goods and services for personal consumption.
 Consumer Market- Individuals and families who purchase or acquire products
and services for their own consumption/use.
Factors Affecting Consumer Behaviour. Image retrieved from: Armstrong/Principles of Marketing 7th Edition, Page 113
26
BUYER DECISION-MAKING PROCESS

1. Need Recognition – the buyer recognizes a problem or need. For example, an
advertisement of short talk with your friend made you think about buying a new
phone.
2. Information Search - If the buyer has a strong drive and when a pleasant
product is close by, the customer is more inclined to purchase it. If not, he or she
may do an information search connected to it.
3. Evaluation of Alternatives - the customer processes and interprets information to
make brand decisions. Buyers should be studied by marketers to learn how they
assess brand alternatives.
4. Purchase Decision - Consumers rank brands and make purchasing decisions
based on their preferences. It may be influenced by: Attitude of others, and
Unexpected Situational factors.
5. Post-purchase Behavior- The job of the marketer does not end after the
customer purchase the product. Marketers need to assess if the customer is
satisfied or not and the reasons behind it.
 Cognitive Dissonance – the discomfort of the buyer after a post-
purchase conflict.
BUSINESS BUYER BEHAVIOR

Business Buyer Behavior is the purchase behavior of businesses that purchase
goods and services to utilize in the production of new or other goods and services that
are sold, rented, or supplied to others (retailing and wholesaling)
 Business market - includes resellers (the reseller market) and
manufacturers (the industrial market)
 Types of Buying Situations – Straight rebuy when the buyer reorders
something without any modifications. Modified rebuy the buyer wants
to modify product specifications, prices, terms or suppliers.
Factors Affecting Business Buyer Behaviour. Image retrieved from: Armstrong/Principles of Marketing 7th Edition, Page 156
BUSINESS BUYING PROCESS
1. Problem Recognition - - when a firm employee recognizes a problem or a
requirement that may be satisfied by purchasing a certain product or service.
2. General Need Description - outlines the features and amount of the things or
solutions that are required.
3. Product Specification - The team decides on the best product or service
characteristics and specifies them accordingly.
4. Supplier Search – searching for the best vendor qualified to provide the
company‘s needs.
27
5. Proposal Solicitation – the stage wherein buyer invites target vendors to submit
proposals.
6. Supplier Selection – buyer reviews the proposal and selects their desired supplier
or suppliers by looking at many attributes and their relative importance.
7. Order-Routine Specification - It contains the final order with the selected supplier
or providers, as well as a list of products to be supplied.
8. Performance Review - buyer evaluates the performance of the provider and
gives feedbacks.
ACTIVITY
Question: Think about a specific major purchase you have made recently. What
buying process did you follow? What major factors influenced your decision? Explain
your answer by creating your own ―Buyer Decision-Making Process‖ Model.
POST TEST
Direction: Using a graphic organizer, discuss the differences of Consumer Market
and Business Market.
BUSINESS MARKET
CONSUMER MARKET
28
WEEK 9
QUEST:
 Identify and segment market for a product or service
 Select the appropriate target market segment and its positioning
RECALLING
Give the importance of Consumer Behaviour and why it is essential in marketing?
PRE-TEST
1. It pertains to how a market naturally divides into separate groups of purchasers
with varied demands, attributes, or behaviors, and who may require customized
goods or marketing campaigns.
a. Market Segmentation c. Differentiation
b. Market Targeting d. Positioning
2. The complex mix of ideas, impressions, and sentiments that customers have for
the product compare with the items of competitors.
a. Target Market c. Product Positioning
b. Product d. Value Proposition
3. Consists of a set of buyers who share common needs or characteristics that the
company decides to serve and it can be carried out in variety of levels.
4. Summarization of company‘s positioning and brand‘s positioning
a. Product Positioning c. Competitive Advantage
b. Positioning Statement d. Product Portfolio
5. The full combination of benefits upon which the brand is differentiated and
positioned.
29
LESSON
Designing a Customer-Driven Marketing Strategy. Image retrieved from: Armstrong/Principles of Marketing 7th Edition, Page 170
Companies today know the fact they cannot appeal to everyone in the market,
or at least not in the same way. A business must determine which segments of the
market it can best serve and profitably service. It must develop customer-centric
marketing strategies that focus on establishing the proper relationships with the right
consumers. With this, most companies prefer to use approach of defining market
segments, choosing one or more and customizing goods and marketing plans for each.
 Market Segmentation - Examining how a market naturally divides into separate
groups of purchasers with varied demands, attributes, or behaviors, and who may
require customized goods or marketing campaigns. To be useful, market segments
must be measurable, accessible (can be effectively reached and served),
substantial (large and profitable enough to serve), differentiable (segments are
conceptually distinguishable), actionable (affective programs can be designed)
Demographic Geographic Psychographic Behavioral

Segmentation Segmentation Segmentation Segmentation
- age, gender, family -geographical units - social class, -consumer
size, family life cycle, such as nations, lifestyle, or knowledge,
income, occupation, religions, states, local personality attitudes, uses, or
education, religion, government areas, characteristics responses to a
race, generation, cities and product.
and/or nationality neighborhoods.
 Market Targeting - A target market is composed of a set of buyers who share

common needs or characteristics that the company decides to serve and it can be
carried out in variety of levels.
Undifferentiated Differentiated Concentrated

Micromarketing
Marketing Marketing Marketing
- (mass marketing) - (segmented - (niche marketing) - The practice of
Firm could opt to marketing) A Rather of pursuing a tailoring products
30
overlook market company decides tiny portion of a vast and marketing

segment to target multiple market, the campaigns to the
distinctions and market segments company focuses requirements and
make a single offer and creates unique on a large portion of wants of specific
to the whole offerings for each. one or a few niches. individuals and local
market. client groups.
 Differentiation and Positioning

“Products are created in the factory, but brands are created in the mind”
o Product positioning- the complex combination of perceptions, impressions,
and sentiments that customers have for the product compare with the items
of competitors. It is, in essence, how people define a product on key
attributes: the position the product has in consumers' minds in comparison to
rival items.
STEPS IN DIFFERENTIATION AND POSITIONING TASK
1. Identifying possible value differences
and competitive advantages – Competitive
Advantage refers to the advantages acquired by
delivering more consumer value, either through
lower pricing or by providing additional advantages
that justify higher prices.
2. Choosing the right competitive
advantages - It must decide which ones to base its
https://www.business2community.com/strategy/positioning-5-strategies-to-
stand-out-from-your-competitors-02333056
positioning strategy on. It must determine how many and which differences
to promote.
3. Selecting an overall positioning strategy – Value proposition is the full
combination of benefits upon which the brand is differentiated and
positioned. It answers the customer‘s question ‗Why should I buy your brand?‘
4. Developing a positioning statement - A positioning statement should
summarize the company's and brand's positioning. It takes this form: : To
(target segment and need) our (brand) is (concept) that (point of difference)
ACTIVITY 1.1
Direction: Identify which category the following words are appropriate. Write the
letter of your answer.
a. Geographic Segmentation b. Psychographic Segmentation

c. Behavioural Segmentation d. Demographic Segmentation
___1. Race ___3. Social Class ___5. Age ___7. Neighborhoods

___2. Lifestyle ___4. Attitude ___6. Attitude ___8.Consumer Knowledge
31
ACTIVITY 1.2
“Marketers do not segment markets … they are already segmented”
Agree or
Disagree? Do you agree with this statement? Explain your reasoning with not
lower than 100 words.
POST-TEST
1. The portion that marketer get of the customer‘s purchasing in their product
categories.
a. Share of Market c. Customer‘s Equity
b. Share of Customer d. Customer Value and Satisfaction
2. The relationship management approach this type of customer is simple: do not
invest anything in them; create profit from every transaction.
3. The customer‘s evaluation of the difference between all the benefits and all the
costs of a market offering relative to those of competing offers.
Management
4. Businesses may enjoy this type of customer for a short time, but they must move on
and stop investing in them until the next opportunity arises
5. _____________ is the process of establishing and sustaining valuable customer
relationships
Management
32
REFERENCES
The concepts, ideas, and borrowed materials (i.e., pictures, photos, brand
names, trademarks, etc.) that have been used in this module are owned by their
respective copyright holder. The creator of this module does not represent nor claim
any ownership to these.
Armstrong, G., & Kotler, P., (2018). Principles of Marketing. 7th Edition. Pearson Australia
707 Collins Street Melbourne, VIC 3008. ISBN: 9781488611865
Miller, D., (2020). Social Media Marketing 3 Books in One. Excellent tricks to grow your
business, create viral videos, instagram marketing, tiktok marketing, and youtube
marketing to be a famous influencer. Committee of the American Bar Association and
a Committee of Publishers and Associations.
Kotler, P., & Armstrong, P., (2020). Principles of Marketing Eight European Edition. Harlow
CM17 9SR United Kingdom ISBN: 9780134492513.
Kingsnorth, S., (2016). Digital Marketing Strategy: An Integrated approach to online

marketing. Kogan Page Limited. ISBN: 9780749474706.
Claessens, M. (2020). The marketing process - marketing-insider. Marketing. Retrieved

from https://marketing-insider.eu/marketing-process/
Daniels, R., (2021). Marketing process: Steps of marketing process: Study notes. Business
Study Notes. Retrieved from https://www.businessstudynotes.com/marketing/principle-
of-marketing/marketing-process/
Williamson, Wil. (2021). Traditional vs contemporary marketing strategies. Digital
Prosperity Blog. Retrieved from https://blog.jdrgroup.co.uk/digital-prosperity-
blog/traditional-vs-contemporary-marketing-strategies
Prachi, M., (2018). Marketing. The Investors Book. Retrieved from

https://theinvestorsbook.com/marketing.html
Sendoso (2020). The best relationship marketing strategy to grow your business. Sendoso
Uptime. Sendoso INC. Retrieved from https://sendoso.com/blog/the-best-relationship-
marketing-strategies-to-grow-your-business/
Indeed Editorial Team (2021). What is customer relationship management. 6433

Champion Grandview Way Building 1, Austin, TX 78750. Published article. Rretrieved
from: https://www.indeed.com/career-advice/career-development/crm
Uttarakhand Open Universty (2012) Introduction to Marketing. Retrieved from:

https://www.uou.ac.in/sites/default/files/slm/HM-303.pdf
Camilleri, M. A. (2018). The Marketing Environment. In Travel Marketing, Tourism

Economics and the Airline Product (pp. 51-68). Springer, Cham, Switzerland.
33

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PHILIPPINE COLLEGE OF ADVANCE ARTS AND TECHNOLOGY

1914 Doña Faustina Bldg., Recto Ave., Quiapo, Manila 1001

Ms. Aila Marie A. Bata-anon

"Today it is important to be present, be relevant, and add value."

 Define and understand Marketing principles, goals, and approaches.

DEFINING MARKETING AND ITS OBJECTIVE

and implementing strategies to deliver customer satisfaction at a profit. Figure below

THE CORE MARKETING CONCEPTS

The figure on the right will help you get into

carbonated beverage, such as Coca-Cola, Pepsi

MARKETING APPROACHES: Traditional vs. Contemporary

Advertising, Theatre Advertising and TV

TECHNIQUES IN CONTEMPORARY MARKETING

Contemporary Marketing is associated with

1. Social Media Marketing – In the digital area, social media marketing is

_____1. It is a process by which marketing organizations engage customers, build strong

 Define Customer Relationship Management (CRM)

a. Butterflies c. Customer Perceived Value e. Barnacles

_____1. It covers all areas of client acquisition, retention, and growth

growth. Customer Relationship Management (CRM) is the act of keeping precise

RELATIONSHIP BUILDING BLOCK: Customer Value and Satisfaction

CAPTURING VALUE FROM CUSTOMERS

The company gains a competitive advantage by providing higher customer value.

Creating Customer Loyalty and Retention

total worth of all purchases made by a customer over the course of a

Growing Share of Customer

Building Customer Equity

TYPES OF LOYAL CUSTOMERS

2. The relationship management approach this type of customer is simple: do not

According to American Marketing Association

distributors, retailers, ad agencies, and other

Relationship Marketing is a strategy for It focuses on partners

some examples of strategies involve in Relationship

Lays, for example, is one of the well-known potato

IMPORTANCE OF RELATIONSHIP MARKETING

1. Understanding customer 2. Repeat business

5. Increasing customer base 8. Identification with the

_______1. Building customer network is just a secondary goal of relationship marketing.

MARKETING STRATEGY PROCESS

g. PHYSICAL EVIDENCE - Presenting some real proof of purchase (e.g.:

MARKETING PLAN PROCESS

The Differences between Marketing Strategy and Marketing Plan

makes you unique from your  Dependencies

MICROENVIRONMENT ACTORS IN THE MICROINVIRONMENT

 Local Publics – Local citizens and perception of its offerings and

A. DEMOGRAPHIC ENVIRONMENT - The

Baby Boomers - People born during Millenials (Generation Y) - The children of

B. ECONOMIC ENVIRONMENT – it is made up of factors affecting consumer purchasing

IMPORTANCE OF MARKETING ENVIRONMENT

_______________1. Consumer spending and buying behavior can be dramatically

tools to analyze data.

In order to actually meet the information required by the manager, market

STEPS IN MARKET RESEARCH BENEFITS OF MARKET RESEARCH

CONSUMER BUYER BEHAVIOR

BUYER DECISION-MAKING PROCESS

BUSINESS BUYER BEHAVIOR

Demographic Geographic Psychographic Behavioral

 Market Targeting - A target market is composed of a set of buyers who share

Undifferentiated Differentiated Concentrated

_1. Race _3. Social Class _5. Age _7. Neighborhoods