Gec 2110 Midterm Module 2

Republic of the Philippines
PHILIPPINE STATE COLLEGE OF AERONAUTICS

INSTITUTE OF ENGINEERING AND TECHNOLOGY Acc. No:M2700903PM
Basa Air Base Campus, Floridablanca, Pampanga Certificate Number: AJA16.0920
Prepared by
ASSOC. PROF. MITZI C. GUTIERREZ, Ph.D
General Education Faculty
1
A. (Week 8)
 The Concepts of Needs & Wants
 Maslow’s Hierarchy of Needs
a. Physiological Needs
b. Safety Needs
c. Social Needs
d. Self-esteem
e. Self-Actualization
 Potential Marketing
Implications of Maslow's Theory
 Importance of Hierarchy of needs in business
B. (Week 9)
 Branding Strategy and Approaches
a. Definition of Branding & Brand Name
b. Definition of Branding Strategy
c. The importance of Branding in business
d. Branding gets recognition
e. Brand Hierarchy
1. Umbrella Branch Approach
* Branding Extension Strategy (Brand Equity)
2. House Brand Approach
* Branding Extension Strategy
f. two approaches in branding extension strategies
1. line extension approach
2. product extension approach.
2
COURSE LEARNING OUTCOME (CLO)
CLO 7: Determine elements of MODULE LEARNING OUTCOME (MLO)

entrepreneurial behavior
including approaches to
MLO1:
teamwork and production, Explain the concepts of needs
communication, creative and & wants in business TLO21: Define the difference
critical thinking, MLO2: between concepts of needs &
innovation, risk taking and Discuss the entrepreneurial wants in business.
ethical responsibility for hierarchy of needs TLO22: Illustrate & describe
MLO3: the entrepreneurial hierarchy
professional development.
Define & Explain the 5 primary of needs used in marketing.
CLO 8: Distinguish and explain TLO23: Understand the five
areas of hierarchy of needs as
the important elements of a basis in marketing. primary areas of hierarchy of
business planning, finance & MLO4: needs as a basis in business
marketing, production, Determine the potential & marketing.
business analysis & managing success & importance in TLO24: Explain & discover the
rapid growth and overcoming marketing through Maslow’s potential success &
theory. importance in marketing
obstacles in an entrepreneurial
MLO5: through Maslow’s theory
mind. TLO25: Describe the level of
Interprets the level of needs
CLO 9: Use critical thinking and its branding strategies. needs and its branding
skills to identify and evaluate MLO6: strategies used in business.
entrepreneurial opportunities, Discuss definition of branding, TLO26: Define & Explain the
manage risks and learn from brand name & brand strategy meaning of branding, brand
in the business context. name & brand strategy in the
the results of evaluating the
MLO7: business context.
process. TLO27: Understand the
Explain the importance of
CLO1: Gain an understanding branding & how it can get importance of branding & how
on how an entrepreneurial recognition in the market. it can get recognition in the
mind works. MLO8: market.
CLO 5: Apply the concepts and Discuss the brand hierarchy to TLO28: Differentiate the types
frameworks that underlie an undertake brand strategy for brand hierarchy & the
entrepreneurial mind, in a team business. approaches in branding
situation, to generate ideas, solve MLO9: extension strategies.
problems, and explore Describe the difference
opportunities. between the umbrella branch
professional development. approach to house brand
CLO 6: Articulate the nature of approach and their branding
entrepreneurship, organization, extension strategy.
marketing and its role in business MLO10:
to colleagues and peers. Discuss & Explain the
approaches in branding
extension strategies in
business.
3
TABLE OF CONTENTS
Title Page Time Allotment
(Minutes)
A. (Week 1)
1.The concepts of Wants, Needs & Branding 5 45
2. Illustration of Maslow’s Hierarchy of Needs 5 50
3. Definition of Five Hierarchy of Needs 6 50
4. Potential Marketing Implications of Maslow’s Theory 7 45
5. Importance of Maslow’s Hierarchy of Needs in Business 7 45
B. (Week 2)
6. Branding 8 20
7. Branding Strategy & Approaches 8 20
8. Brand Name 9 20
9. Branding Strategy 9 20
10. Importance of Branding in Business 9 15
11. Branding gets Recognition 10 10
10 20
13. Umbrella Brand Approach 11 15
14.Umbrella Branding Extension Strategy 12 15
15. House Brand Approach 13 15
16.House Branding Extension Strategy 13 15
17. Line Extension Approach 13 15
18. Product Extension Approach 14 15
19. Key Points 15
20. Summary 16
21. References 16
22. Activities -Formative Assessment 17
23. Rubrics 19
24. Honesty Clause 21
4
A. Maslow’s Hierarchy of Needs

The Concepts of Wants, Needs and
Branding
NEEDS
 Refers to the things that a person must have in order to survive.

 Includes clothes, food, shelter etc.
WANTS
 Refers to the things that a person must have in order to be happy,

comfortable and satisfied.
Maslow posited that human behavior and decision-making are motivated by one of the
five need levels in his hierarchy. Applied to marketing theory, your ability to effectively
appeal to one of these motivational drivers is a key determinant of your potential success.
(smallbusiness.chron.com › description-marketers-can-use-.)
5
PHYSIOLOGICAL NEEDS
Includes food, clothing, shelter, water & sleep. At present sex is also
consider as one of the basic needs of human.
Generally known as the basic needs of human being.
Occupy the highest base in the hierarchy to indicate that all human
beings have physiological needs.
SAFETY NEEDS
Includes physical, economic and financial safety.
Maslow’s Theory suggest that the lower level of needs should be

fulfilled first before satisfying the needs on the succeeding level.
SOCIAL NEEDS
Includes friends, acceptance & love or belonging which are all

viewed from the perspective of social groups.
People of have fully satisfied the lower levels will seek the need for
socialization & acceptance by joining different social organizations
albeit formal or informal ones.
SELF-ESTEEM
Includes the need for respect, recognition & honor by the local
committee.
The need to become popular or well known is the very essence of

self-esteem.
SELF-ACTUALIZATION
 This need is satisfied when people realized their

ultimate dream.
 Example, a politician can achieve self-actualization

when he/she finally wins the election.
 The terminal point of all needs because upon reaching

it, there are no needs to be met.
6
Maslow's Hierarchy of Needs
In the most basic sense, Maslow's hierarchy identifies five primary areas of needs
experienced by most humans. Beginning with physiological, or basic life survival,
needs, the model progresses in subsequent steps through safety and security, love
and belongingness, self-esteem and finally self-actualization.
Maslow postulated that as man meets the needs at the first level, he moves toward
the next, then the next and so on. More recent studies have added levels to the
needs hierarchy and refined the categories, but marketing classes throughout the
country continue to use Maslow's needs hierarchy as a reasonable focus for
modern marketing efforts.
Potential Marketing Implications of Maslow's Theory
Maslow posited that human behavior and decision-making are motivated by one of
the five need levels in his hierarchy. Applied to marketing theory, your ability to
effectively appeal to one of these motivational drivers is a key determinant of your
potential success.
Non-essential services – massage treatments or custom tailoring, for example –

may be marketed successfully to those in the fourth or fifth level of Maslow's
hierarchy because those people are driven by the needs for increased self-esteem
and realizing their full potential.
Why Maslow’s Hierarchy of needs is important in Business?
Maslow's hierarchy of needs is relevant to organizational theory because both are

concerned with human motivation. Understanding what people need—and how
people's needs differ—is an important part of effective management.
7
B. Branding Strategy and Approaches

 Refers to the name, color, design, symbol, quality, features or a combination
of these elements that makes the product popular and distinct from similar
products of competitors.
 Branding, by definition, is a marketing practice in which a company creates

a name, symbol or design that is easily identifiable as belonging to the
company. This helps to identify a product and distinguish it from other
products and services.
8
BRAND NAME
 Influence the buying decision of the customers.

 The entrepreneur must define a clear & effective branding strategy so that the
product will remain competitive in the market.
 The basic concept in effective and competitive branding strategy is to build a
strong brand.
BRANDING STRATEGY
 Starts with a formulation of a brand name for the

first single product that the business intends
to make.
 The situation becomes more complicated when the business offer an

additional product.
 Though most entrepreneurial endeavors engage in manufacturing start with a

single product, they eventually add a new product line in response to
entrepreneurial opportunities.
What Is Branding and Why Is It Important for Your Business?
9
Why Is Branding Important?
Branding Gets Recognition
BRAND HIERARCHY
A brand hierarchy is a means of summarizing the branding strategy by displaying

the number and nature of common and distinctive brand elements across the firm's
products, revealing the explicit ordering of brand elements.
UMBRELLA BRAND APPROACH
10
UMBRELLA BRAND APPROACH
 Helps the business to introduce new product line more easily & receive a
similar favorable response from the consumers who appreciated the
company’s other products.
 All the product of the business carries the same brand name.
 The various product lines are not differentiated from each other from the
perspective of the brand name.
BRANDING EXTENSION STRATEGY

Brand Equity
 The degree or level of consumers’ perception or reaction to a brand.
 When the level is high or when the perception of the customers is favorable to
the brand, the brand equity is considered positive.
 This indicates that the product has a strong brand in the market.
11
Another Brand Hierarchy approach is known as a House of Brands, where

organizations market two or more different (house) brands.
This strategy allows each brand to establish distinct value and meaning with
prospects and customers
HOUSE BRAND APPROACH
 Every product of the same business has a different brand names that
distinguishes it from the rest of the company’s product.
 The problems & negative perception about one product will not affect the
other products.
 Consumers may not be aware that the different products are produced by the
same company business.
BRANDING EXTENSION STRATEGY
 Entrepreneur ventures with high positive brand equity are capitalizing or

leveraging on such concept.
 Generally, there are two approaches in branding extension strategies namely

line extension approach & product extension approach.
12
LINE EXTENSION APPROACH
 The existing product has been modified or altered resulting in a new product
or more products without eliminating the original product.
 The new additional product must be within the category.
 The change or modifications may be in the form of flavor, ingredients,

mechanical part, size or usage.
Line extension refers to the expansion of an existing product line. For

instance, a soft drink manufacturer might introduce a "Diet" or "Cherry" variety
to its cola line, while a toy manufacturer might introduce new characters or
accessories in its line of action figures.
13
PRODUCT EXTENSION APPROACH
 A new product carries the brand name in a new category.
 The new or added product appears to be totally different from the old or
existing product line.
A product line extension is when a company creates a new product in the same
product line of an existing brand. The strategy for an extension could be a different
color or size, and it may have different ingredients or come in different flavors. The
company is marketing the value and quality of the existing product line to introduce
more choices to consumers.
Product line extensions are fairly low risk because you already have a successful
brand. But, you don't want to overexpose your brand to the point where consumers
are confused about what types of products you offer. So, it's important to maximize
your exposure, but be smart about it. There may be times when a brand extension is
a better marketing decision.
14
15
References & Acknowledgements

Inspired by:
Shepherd, Dean A. (2018). Entrepreneurial Cognition Exploring the Mindset of

Entrepreneurs
Lake, Laura. (2019). Marketing Mix/The Balance Small Business. Dotdash publishing
www.google.com, Introduction to Entrepreneurship
www.scribd.com, The entrepreneurial Mind
www.marketingteacher.com, marketing mix
openstax.org.entrepreneurship
study.com › academy › lesson › what-is-a-marketing
https://smallbusiness.chron.com/description-marketers
courses.lumenlearning.com › chapter › maslows-hierarchy
www.brandingmag.com › 2015/10/14 › what-is-branding...
www.slideshare.net › parminderkaurd19 › brandbranding.
16
Assignment/Research
Recitation: Topics covered from the period of Midterm-Module 2
MIDTERM EXAM –Topics covered from the period of Midterm-

Module 1,
Module 2
Module 3
17
18
19
Academic Honesty Clause

Plagiarism is the use or close imitation of the language and thoughts of another author
and the representation of them as one’s original work. (1995 Random House Compact Unabridged
Dictionary)
In the academe, it is an adaption or reproduction of an original intellectual creation, be it
concepts, ideas, methods, pieces of information or expressions of another author, whether
individual, group, or organization without proper acknowledgment. Moreover, plagiarism can
range from borrowing a particular phrase or sentence to paraphrasing someone else’s original
idea without citing it. The most common form of plagiarism, especially nowadays, is copying and
pasting online material without crediting the source.
Every student must practice Academic Honesty. Academic misconduct is subject to an academic
penalty by the instructor and/or disciplinary sanction by the College.
Any Administrative & academic violations made by the student may have corresponding
sanctions (refer to Revised 2010 PhilSCA Student Manual).
.”
I _____________________________ fully understood the definition and description of

plagiarism stated above and I am familiar with the Student Conduct Code. I am aware that I shall
be penalized if plagiarism is found evident on my output which includes, gaining a failing grade.
As a college student and a member of scholarly community, I shall value other people’s
ideas. Thus, I pledged to commit to the following truthful statements:
1. I shall not submit other people’s work and present them as my own.
2. I will not take any passages from their own previous work without adding citations.
3. I will not rewrite someone else’s work without properly citing sources.
4. I shall not use quotations without citing the source.
5. I will not interweave various sources together in my work, without citing.
6. I will not rely too heavily on other people’s work.
7. I shall bring original thought into my own work.
8. I will not disclose any exams/questionnaires/activities after I have taken them.
9. I will not copy any material from another student and submit it as my own.
10. I shall not share my own completed output to another class/student.
__________________________
(Signature over Printed Name)
REFERENCE:
20
https://courses.lumenlearning.com/suny-collegesuccess-lumen1/chapter/academic-honesty/
https://www.business.umt.edu/ethics/academic-honesty.php
---END OF MODULE 2---

MIDTERM
Lifted from:
Shepherd, Dean A. (2018). Entrepreneurial Cognition Exploring the Mindset of

Entrepreneurs
Lake, Laura. (2019). Marketing Mix/The Balance Small Business. Dotdash publishing
www.google.com, Introduction to Entrepreneurship
www.scribd.com, The entrepreneurial Mind
www.marketingteacher.com, marketing mix
openstax.org.entrepreneurship
study.com › academy › lesson › what-is-a-marketing
https://smallbusiness.chron.com/description-marketers
courses.lumenlearning.com › chapter › maslows-hierarchy
www.brandingmag.com › 2015/10/14 › what-is-branding...
www.slideshare.net › parminderkaurd19 › brandbranding.
Prepared by:
ASSOC. PROF MITZI C. GUTIERREZ, Ph.D

General Education Faculty
21
22
23
24
25
26

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Republic of the Philippines

PHILIPPINE STATE COLLEGE OF AERONAUTICS

COURSE LEARNING OUTCOME (CLO)

CLO 7: Determine elements of MODULE LEARNING OUTCOME (MLO)

A. Maslow’s Hierarchy of Needs

 Refers to the things that a person must have in order to survive.

 Refers to the things that a person must have in order to be happy,

Generally known as the basic needs of human being.

Includes physical, economic and financial safety.

Maslow’s Theory suggest that the lower level of needs should be

Includes friends, acceptance & love or belonging which are all

The need to become popular or well known is the very essence of

 This need is satisfied when people realized their

 Example, a politician can achieve self-actualization

 The terminal point of all needs because upon reaching

Maslow's Hierarchy of Needs

Potential Marketing Implications of Maslow's Theory

Non-essential services – massage treatments or custom tailoring, for example –

Why Maslow’s Hierarchy of needs is important in Business?

Maslow's hierarchy of needs is relevant to organizational theory because both are

B. Branding Strategy and Approaches

 Branding, by definition, is a marketing practice in which a company creates

 Influence the buying decision of the customers.

 Starts with a formulation of a brand name for the

 The situation becomes more complicated when the business offer an

 Though most entrepreneurial endeavors engage in manufacturing start with a

What Is Branding and Why Is It Important for Your Business?

Why Is Branding Important?

Branding Gets Recognition

A brand hierarchy is a means of summarizing the branding strategy by displaying

UMBRELLA BRAND APPROACH

UMBRELLA BRAND APPROACH

BRANDING EXTENSION STRATEGY

 The degree or level of consumers’ perception or reaction to a brand.

Another Brand Hierarchy approach is known as a House of Brands, where

HOUSE BRAND APPROACH

BRANDING EXTENSION STRATEGY

 Entrepreneur ventures with high positive brand equity are capitalizing or

 Generally, there are two approaches in branding extension strategies namely

LINE EXTENSION APPROACH

 The new additional product must be within the category.

 The change or modifications may be in the form of flavor, ingredients,

Line extension refers to the expansion of an existing product line. For

PRODUCT EXTENSION APPROACH

 A new product carries the brand name in a new category.

References & Acknowledgements

Shepherd, Dean A. (2018). Entrepreneurial Cognition Exploring the Mindset of

Recitation: Topics covered from the period of Midterm-Module 2

MIDTERM EXAM –Topics covered from the period of Midterm-

Academic Honesty Clause

I _____________________________ fully understood the definition and description of

---END OF MODULE 2---

Shepherd, Dean A. (2018). Entrepreneurial Cognition Exploring the Mindset of

ASSOC. PROF MITZI C. GUTIERREZ, Ph.D

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