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Entrepreneurship
Learning Activity Sheet
Quarter 3
LESSON 1: DEVELOPING A BUSINESS PLAN (DP)

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 I. Title Topic
→ Recognize the importance of marketing mix in the development of marketing strategy
II. Concept Notes

Background Information for Learner

Marketing may refer to the process of value exchange that is facilitated by the 4P’s. The
term marketing mix is a foundation model for businesses, historically centered around the
product, price, place and promotion. The marketing mix has been defined as the “set of
marketing tools that the firm uses to pursue its marketing objectives in the target market”.
Thus, the marketing mix refers to four broad levels of marketing decision.

The Marketing Mix (7Ps) are a set of recognized marketing tactics, which you can use in
any combination to satisfy customers in your target market. The 7 Ps are controllable, but
subject to your internal and external marketing environments. Combining these different
marketing tactics to meet your customers' needs and wants is known as using a 'tactical
marketing mix'.

The seven elements of 7Ps

1. Product
- Product refers to what is business are selling, including all the features, advantages,
and benefits that your customers can enjoy from buying your goods or services. It is
anything that can be offered for customer satisfaction. It can be idea, a physical
entity (a good), a service, or any combination of the three.
- is a tangible or intangible item that is built or produced to satisfy the needs of a
certain group of people. It is in the form of a service or goods. To ensure the right
product, an entrepreneur must know the demand of their consumer in the market.
- When marketing your product, you need to think about the key features and benefits
your customers want or need, including (but not limited to) styling, quality, repairs,
and accessories.

Idea Idea Concept Business

Generation Screening Development Analysis

Product
Commercialization Marketing Product
Testing Development

The New Product Development Process

Step 1: Idea generation – the initial stage of the new product development process
where any or all several idea generation techniques (need/problem identification,
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 attribute listing, forced relationships, morphological analysis, brainstorming, etc.)
are used to generate as many new product ideas as possible.
Step 2: Idea screening – the stage where the ideas generated in the initial step are
screened using predetermined criteria to reduce them to a manageable few.
Step 3: Concept development and testing – where new product ideas are converted to
customer-centered product concepts and tested by a representative sample of
consumers for acceptability, believability, and purchase intent.
Step 4: Business analysis – pencil-pushing stage where, based on concept development
and testing results, probable sales of the new product are calculated together with
its costs and potential profitability.
Step 5: Product development – the new product development stage where the product
concept is converted into a tangible working prototype.
Step 6: Market testing – the stage where the new product is marketed in a limited
geographical area to determine whether fine tuning of attributes, positioning,
pricing, advertising, and promotions program are necessary.
Step 7: Product commercialization – the final stage of the process where a new
product is launched.

Three Main Types of Product:

1. Consumer Products - Consumer products are classified by how they meet the
need for which they are purchased and by the way they are purchased rather than
based on the characteristics of the products themselves.
1.1 Consumables - are those products which are used up in the process of
satisfying the need for which they were purchased.
Consumable consumer products can be further divided into:
a. Convenience goods - These represent the majority of frequently
purchased consumer goods, bought with little effort or deliberation, e.g.,
newspapers, breakfast cereals, coffee, soap, and cosmetics.
b. Specialty goods - These are consumable products which can only be
purchased from specialist retailers and which consumers select
deliberately. Examples are prescription medicines, alcoholic beverages,
and hobby consumables including DIY products such as paint,
photographic processing chemicals and artist supplies.
1.2 Durables - are purchased for the benefit they provide in themselves.
Consumer durable products can be further divided into the following three
categories:
a. Shopping Goods – These are those products which are usually selected
after shopping around to compare price, quality, design, or color.
Clothes, white goods (washing machines, refrigerators, etc.), brown
goods (television, stereo systems, etc.), furniture, and motor vehicles are
typical of products in this category.
b. Specialty Goods -These are generally products which are only available
from a limited number of outlets. Car spares, textbooks, foreign maps,

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 specialist tools, lamp shades and musical instruments are examples of
products in this category.
c. Emergency durable goods – These are those products which buyers are
likely to need without delay. Typical of this category would be
replacement windscreens, exhausts, and tires.
1.3 Services - is the support you offer your customers (both before and after they
buy and use your products)
2. Industrial Products - Industrial products, sometimes termed business products,
are products bought by organizations manufacturing or supplying products or
providing services. Unlike consumer goods, they are bought not for their own
sake or for personal consumption, but to contribute to an organizational objective.
3. Services - Service products are those directly offered to individuals such as
hairdressing, healthcare, transportation, education and insurance, a pure service or
major service component. Product services are those associated with a physical
object such as car repairs, property repairs and plumbing services, each of these
involving tangible goods. Very few products are purely 100 percent service or
100 percent tangible product. Usually, they involve a mix of the two.

Two Basic Types of Product:

1. Tangible Product - A tangible product is a physical object that can be
perceived by touch such as a building, vehicle, gadget, or clothing.
2. Intangible Product - An intangible product is a product that can only be
perceived indirectly such as an insurance policy.
Six Major Types of Product
1. The Differentiated Product - differs from other similar products or brands in
the market. The differential claimed by the product, may be real, on account of
ingredient, quality, utility, or service, or it may be psychological based on
perception of the buyer.
2. The Customized Product - Customer specific requirements are considered
while developing the product. The manufacturer and the user are in direct
contact and the product gets customized as per the requirements of the
customer.
3. The Potential Product - potential product means product for future, it carries
all the improvements and finesse possible, under the given technological,
economic, and competitive condition. There are no limits to the ‘potential
product’. Only the technological and economic resources of the firm set the
limit.
4. The Core Product - It is not the tangible physical product as it cannot be
touched. The benefit of the product makes it valuable to the buyer. For example,
in case of a car, the benefit is convenience that is, the ease at which one can
drive, and another core benefit is speed. Therefore, a core product is not the
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 actual product but can be defined as the benefit of the product that makes it
useful to the purchaser.
5. The Actual Product - It is the tangible, physical product that can be seen and
touched by the buyer, which has some use. The actual product is what the
average person would think of under the generic meaning of product. Taking
the same example of a car, it is the vehicle that you test drive, buy, and then
collect is the actual product.
6. The Augmented Product - It refers to the non-physical part of the product. It
usually consists of added value, for which premium may or may not be paid. To
continue with the example of the car, the augmented product would be the
warranty, the customer service support offered by the manufacturer and any after-
sales service.
2. Place
- Place signifies where you choose to distribute or allow access to your product or
service. It could refer to anything from a warehouse or a high-street store to an e-

Warehouse High-Street E-commerce Shop Cloud-based Platform

commerce shop or cloud-based platform.

- is the position and distribution channel of the product to make it accessible to the
potential buyers. An entrepreneur must examine and study the location of its buyer
to easily deliver the product that the customer needs. An entrepreneur must also
know the nearest suppliers to reduce the cost of transportation for the raw materials
to be used in making the product or services.
- Where you choose to distribute your products can be dictated by many things, such
as your product type or your budget. But, ultimately, the best way to determine the
perfect place to sell your product is by really knowing your audience; their wants,
needs and requirements.
- Distribution Strategy is another word of place which refers to the process of
moving goods and services from the company to the customer.
Common Distribution Channels:
• Direct Selling - is when the company/firm plans are to move goods directly to
the ultimate users. This is the most effective channel.
• Original equipment manufacturer sales - involve selling a manufactured product
and which is later sold as a finished product to the end user.

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 • Manufacturer’s representative - is a wholesaler employed by one or several
producers and paid on commission basis according to quantity sold.
• Wholesalers - are channel members that sell to retailers or other agents for
further distribution through the channel until they reach the final users.
• Brokers - are distributors who buy directly from distributor or wholesaler and
sell to retailers or end users.
• Retailers - are the ones who sell directly to customers in the store. They buy
product without any intermediaries or middlemen.
• Direct mail - includes printed materials used in a targeted campaign to consumers.
Basic Types of Channel Distribution:
• Direct Channel Distribution is the transfer or movement of goods and services
from manufacturer to final user or customer without the intervention of
independent middleman.
• Indirect Channel Distribution is the transfer or movement of goods or tangible
products and services or intangible goods from manufacturer or producer to
independent intermediaries to customer.
Elements of Distribution Mix:
• Channels of distribution • Product handling • Inventory Control
• Warehousing decision • Transport • Order processing
• Coverage
Strategies in Managing Distribution Channels:
1.Intensive Distribution - The technique is normally used to distribute low priced
products or impulse purchases, like chips and chocolates. These typically have
high sales and are available across most retail chains.
2. Exclusive Distribution - It involves limiting distribution to a single outlet. This
works for high priced products where a dealer is necessarily included in the
distribution channel to drive sales. Automobile sales is the best example of
exclusive distribution where sale happens only through exclusive dealers and
dealing showrooms.
3. Selective Distribution - Common with items of wide variety and price points,
such as electronics and home appliances, where consumers tend to shop around, a
handful of retail outlets and chains drive the sales through distribution.
3. Price
- The Price of the product is the amount that the customer pays for them to satisfy. It
is an important component of a marketing plan to determine if the business will
make a profit and survive. It has an impact on the entire marketing strategy,
affecting the sales and demand of the product.
- How much does your product or service cost? The price you set should reflect your
customer’s perceived value of your product and should correlate with your budget.
If your customer thinks your price is too high, you jeopardize losing a market that is
in it for a bargain, if your price is too low then you run the risk of losing that all-
important profit.
- Price is defined as the costs of the product. Price must support the other elements of
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 the marketing mix. Pricing is difficult and must reflect supply and demand
relationship. Pricing a product too high or too low could mean lost sales for the
organization.

Types of Pricing Strategies

PRICING DEFINITION Example
STRATEGY
Penetration Here the organization sets a low price A television satellite company sets a low
Pricing to increase sales and market share. price to get subscribers then increases the
Once market share has been captured price as their customer base increases
the firm may well then increase their
price.
Skimming The organization sets an initial high A games console company reduces the
price and then slowly lowers the
Pricing price to make the product available price of their console over 5 years,
to a wider market. The objective is tocharging a premium at launch and lowest
skim profits of the market layer by
layer. price near the end of its life cycle.
Competition Setting a price in comparison with Some firms offer a price matching service
to match what their competitors are
Pricing competitors. offering. Others will go further and refund
back to the customer more money than the
difference between their price and the
competitor's price.
Product Line Pricing different products within the An example would be a DVD
manufacturer offering different DVD
Pricing same product range at different price recorders with different features at
points. different prices e.g. A HD and non HD
version. The greater the features and the
benefit obtained the greater the consumer
will pay. This form of price discrimination
assists the company in maximizing
turnover and profits.
Bundle The organization bundles a group of This strategy is very popular with
Pricing products at a reduced price. Common supermarkets who often offer BOGOF
methods are buy-one and get one free strategies.
promotion or BOGOFs as they are
now known. Within the UK some
firms are now moving into the realms
of buy one get two free can we call
this BOGTF I wonder?
Premium Examples of products and services using
The price is set high to indicate that
Pricing the product is "exclusive" this strategy include Harrods, first class
airline services, and Porsche.
Psychological The seller here will consider the The seller will charge Php99 instead Php1
or Php199 instead of Php200. The reason
Pricing psychology of price and the why these methods work, is because
positioning of price within the buyers will still say they purchased their
product under Php200, even thought it was
marketplace. a pound or dollar away. My favorite
pricing strategy.

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Optional The organization sells optional extras This strategy is used commonly within the
Pricing along with the product to maximize car industry as I found out when
its turnover. purchasing my car.

Cost Plus The price of the product is For example, a product may cost Php100
production costs plus a set amount
Pricing ("mark-up") based on how much to produce and as the firm has decided that
profit (return) that the company their profit will be percent, they decide to
wants to make. Although this method
ensures the price covers production sell the product for Php120 i.e. Php100
costs it does not take consumer plus 100/100 x 20
demand or competitive pricing into
account which could place the
company at a competitive
disadvantage
Cost Based This is similar to cost plus pricing in Cost based pricing can be useful for firms
that it takes costs into account, but it
Pricing will consider other factors such as that operate in an industry where prices
market conditions when setting change regularly but still want to base
prices
their price on costs
Valued Based This pricing strategy considers the Firms that produce technology, medicines,
value of the product to consumers
Pricing rather than the how much it cost to and beauty products are likely to use this
produce it. Value is based on the pricing strategy.
benefits it provides to the consumer
e.g. convenience, well-being,
reputation, or joy.

Pricing Models and Positioning for High-tech Products:

1. Cost + profit margin: Add a profit margin percentage to the costs associated with
producing and distributing the product.
2. Rate of return and break-even point: Calculate the unit price: price = unit cost +
[(rate of return× investment) ÷ quantity sold]. Then determine the break-even
point: the level at which sales figures cover related fixed and variable costs.
3. Market price: Set the price according to the main competitor’s price.
4. Bidding price: Set the price according to available information about competitor
bids and the
customers’ opinion of the product’s advantages.
5. Comparison with substitute products: Set the price relative to products for which
it will substitute.
6. Value-based pricing: Set the price based on how the customer values the product.
(See below for further details.)

In pricing a product organization should take the following factors into account:
• Fixed and variable costs,
• Competition,
• Company objectives,
• Proposed positioning strategies, and
• Target group and willingness to pay.

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4. Promotion
- Promotion is the part of marketing where you advertise and market your product, also
known as a promotional strategy. In order, to convince them to buy your product,
you need to explain what it is, how to use it, and why they should buy. The trick in
promoting is letting consumers feel that their needs can be satisfied by what you are
selling.
The following are the promotional method the business will choose to convey the
message to the target customers.
1. Advertising – It is a nonpersonal form of communication, meant to bring a product
or services to the attention of potential customers.
It is the key promotional strategy and can be done through the following:
a. Radio - Relatively inexpensive yet very effective, radio advertisement is a
great way to reach local customers and inform them about your
b. Television - If you want your advertisement to reach customers in regional
or national levels, television is the way to go, although it can be more costly
than the other options.
c. Print - Print advertisement can be distributed via direct mail or printed
materials which include newspapers, flyers, and trade and consumer
magazines. You can also send letters, contests, fact sheets, brochures, and
coupons to current or potential customers across the whole country. Print
advertisements let people know what, where, when, and why they should
buy your product.
d. Electronic - You can also advertise electronically through your company
website and provide important and pertinent information to clients and
customers. You can protect some parts of your website through passwords
and give access to member customers. You can also send advertisements via
direct e-mail as part of your promotional strategy.
e. Word of Mouth - They say the best advertisers are satisfied customers and
the reverse can also be said. When customers like or dislike your products,
they tell other people about it.
f. Generic - This type refers to advertising that does not mention or promote a
particular brand but the whole industry. You may have seen generic
advertisements for beef, pork, and milk.
2. Public Relations - Public relations is usually focused on building a favorable
image of your business. It is the practice of communicating with the media and the
public in order to establish a strong relationship between a target audience and the
company.
3. Personal Selling – is a face-to-face technique wherein can be a bit costly because
you will need to hire a professional salesperson to do the promotion for you to
convince a customer to buy a particular product.
4. Sales Promotion – This is done through special offers with a plan to attract people
to buy the product. Sales promotions can include coupons, free samples, incentives,
contests, prizes, loyalty programs, and rebates. You can also do sales promotions

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 by setting up product displays during a public event or through social networking at
business and civic gatherings.
5. Direct Marketing – is a form of marketing and advertising in which a company
communicates and interacts with its target audience directly without intermediaries.
The objectives of advertising are:
1. To inform – advertising is a tool for informing target customers about a
new product, a new feature, or an added benefit of a product.
2. To persuade – the goal of advertising is to persuade customers to buy a
product.
3. To compare – one of the best ways of comparing one brand to another is
by advertisements.
4. To remind – advertising helps in brand recall and reminds customers
about the product from time to time.
5. People
- Modern marketing theories place people as the 5th P in the marketing mix, joining the
other 4 Ps namely: product, promotions, price, and place. Without people, all these
other Ps will not complete a successful marketing formula. This aspect refers to those
who are employed by the company to: design, develop, and manufacture the
products;
- People are the most important element of any service or experience. Services tend to
be produced and consumed at the same moment, and aspects of the customer
experience are altered to meet the individual needs of the person consuming it. Most
of us can think of a situation where the personal service offered by individuals has
made or tainted a tour, vacation, or restaurant meal. Remember, people buy from
people that they like, so the attitude, skills and appearance of all staff need to be
first class.
- People have an important role in service delivery, they are relied upon to deliver and
maintain transactional marketing and people play an important part in the customer
relationship. Thus, the right people are important in product as well as service
marketing mix in the current marketing scenario.
• IMPORTANCE OF PEOPLE IN THE MARKETING MIX
- As per this article on Forbes, the most successful companies put the right people in
the right job. But now, instead of companies which hire thousands of employees,
let us think of small businesses. The lesser the people, the more their importance
rises.
- For example, in the airline industry, a very high attention is paid to the attire and
the presentation of Air hostesses. So much so that there are now training institutes
for Air hostesses. Similarly, at a barber shop, if your hair cut is not proper even
once, you might never enter the shop again. Thus, you can see how important
people becoming to the marketing mix especially if it is a small sized or a micro
sized business. If you are a company who has the right product marketing mix, then
you better start thinking of the people who will play a major role in the success or
failure of your organization.

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6. Packaging (Physical Evidence)
In the service industry, there should be physical evidence that the service was delivered.
It pertains on how a business and its products are perceived in the marketplace. It is the
physical evidence of a business’ presence and establishment. They are generally market
leaders that establishes physical evidence that the customer will go when buying things
that they need.
Physical Evidence - This includes the tangible elements or physical cues that customers
encounter when interacting with a product or service. It can include packaging, branding,
store layout, and other physical aspects that contribute to the overall customer experience.

Packaging is what shows off your product in the best light, displays the price and value
of the product, communicates the product’s benefits to consumers, and it what physically
appears in your various distribution points.
- Your packaging should never be considered an afterthought or just a random part of
the marketing mix. It should be viewed as a key place of focus, as it incorporates all
other elements of your sales and marketing strategies. Packaging is what maintains the
freshness and quality of your product while using vibrant designs to tell your brand’s
story. It is the place where government regulated information, like nutritional facts and
allergy warnings, is located, therefore keeping consumers safe and illustrating your
brand’s commitment to transparency and providing products that are beneficial to their
lives.

PRACTICAL PURPOSES OF PACKAGING:

1. Protection. The first and the most obvious use of packaging is protection. It physically
protects the goods from damage that may be caused due to environmental factors. It is
the protection against breaking, moisture, dust, temperature changes etc.
2. Information Transmission. Packaging and labelling are essential tools to inform the
customer about the product. They relay important information about directions for use,
storage instructions, ingredients, warnings, help line information and any government
required warnings.
3. Convenience. Goods have to be transported, distributed, stored and warehoused during
their journey from production to consumption. Packaging will make the process of
handling goods more convenient for all parties involved.
4. Security. To ensure that there is no tampering with the goods packaging is crucial. The
package of a product will secure the goods from any foreign elements or alterations.
High quality packages will reduce the risk of any pilferage.

7. Positioning
- Positioning is a marketing concept that outlines what a business should do to market its
product or service to its customers. In positioning, the marketing department creates an
image for the product based on its intended audience. This is created using promotion,
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 price, place, and product. The more intense a positioning strategy, typically the more
effective the marketing strategy is for a company. A good positioning strategy elevates
the marketing efforts and helps a buyer move from knowledge of a product or service to
its purchase.

TYPES OF POSITIONING:
1. Target Market Analysis
• The best start for any positioning analysis is gaining a thorough knowledge of a
product or service's target market. This is the group of people or businesses that will
best benefit from the use of the product or service. With a good idea of the wants,
needs and interests of a product or service's target market, a good marketing team
can help develop a positioning statement to help reach as much of the target market
as possible.
2. Positioning in Advertisements
• Advertisements are usually the first places businesses position themselves. A
cosmetics marketing department, for example, must determine who they are
targeting and what consumer need is being met.
3. Positioning in Sales Locations
• Reaching the customer is not simply a matter of advertising, it is also a matter of
choosing the right channels for distribution. If a majority of your target market lives
in an urban area with only public transportation available to them, having your
product in rural areas where a private automobile is needed for transport would not
equal sales success. Place or position your product or service as close to the target
market as possible. Create similar advertisements in store as the ones seen out of
store to create an overall identity for your brand.
4. Positioning through Price
• It should be noted that there is a large amount of research on the psychology of
pricing in marketing. Simply put, the price of an item tells the buyer more about the
item than most realize. Many associates a higher price with higher quality and the
opposite with a lower price. Additionally, if a product is positioned as a good
alternative to high-priced brands, the marketing department must price it in the
middle of the market to avoid a comparison to the cheapest end of the spectrum.

DEVELOPING A BRAND NAME

A Brand is name, term, design, symbol, or any other features that identifies one seller’s
good or service as distinction from those of other sellers. If you are ready to brand yourself
or your business, you need to have a clear understanding of what developing a brand
involves before you really get started.
- A brand is seen as one of a company's most valuable assets. It represents the face of the
company, the recognizable logo, slogan, or mark that the public associates with the
company. In fact, the company is often referred to by its brand, and they become one and
the same. A company's brand carries with it a monetary value in the stock market (if the
company is public), which affects stockholder value as it rises and falls. For these
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 reasons, it's important to uphold the integrity of the brand. A good brand not just entices
customers to try the product but makes them loyal to it. When a company decides to settle
on a brand to be its public image, it must first determine its brand identity, or how it
wants to be viewed.
- For example, a company logo often incorporates the message, slogan, or product that the
company offers. The company usually consults a design firm or design team to come up
with ideas for the visual aspects of a brand, such as the logo or symbol. A successful
brand accurately portrays the message or feeling the company is trying to get across and
results in brand awareness, or the recognition of the brand's existence and what it offers.
On the other hand, an ineffective brand often results from miscommunication.

Your brand-development process should always follow these steps:

1. Decide what you’re going to brand. Are you branding a product or a service? A
company or an individual? If a product, think of something that you think your target
will be interested. It might be tangible or intangible item that is easy to make and
available with the supplier. If it is a service, think of a demand in the market today. As
we are experiencing pandemic what do you think is a possible service that you could
provide to your target market. Are you establishing a company? Who will compose
your team or your workforce? Do they have enough funding to establish your
company? An individual? Are you ready to create your own business alone?

2. Do your research. First, find out everything there is to know about your market.
Then, find out everything there is to know about your product or service. Research and
Development is an important factor to be successful in putting up a business. It is a
way of knowing what product or service will be a demand in the market? In your years
of stay in Senior High School you were taught on how to write and develop your own
research. This will be a great help for you to start with.

3. Position your product or service. Find and win a place for your offering in the
marketplace and in consumer’s mind by providing unique solutions to problems or
need that aren’t already being addressed by competing products. A Place is the
position and distribution channel of the product to make it accessible to the potential
buyers. You must examine and study the location of your buyer to easily deliver the
product that your customer needs. In the customers perspective, they will choose a
product or service nearest to their residence so when they encounter problem to the
product or service it will be easy for them to return for a replacement.

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4. Write your brand definition. Your brand definition describes what you offer, why
you offer it, how your offering is different and better, what unique benefits your
customers can count on, and what promise or set of promises you make to all who
work with and buy from your business. In writing your brand, it is important that you
know your mission, vision, and objectives. Describe your brand that is easy to
remember and catchy messages to your target customers.

5. Develop your name, logo, and tagline. Your name is the key that unlocks your
brand image in your consumer’s mind. Your logo is the brandmark or symbol that
serves as the face of your brand. Your tagline is the memorable phrase that provides
consumers with a quick indication of your product, brand, and market position. Your
business name refers to a name that is different from a true name of an individual
which is to be used or signed in connection with your business on any written or
printed receipts, including business taxes duties and fees collected to the business
owner. A logo is a symbol, designed to represent your organization or to identify your
products used to aid and promote public identification and recognition. It is an abstract
or figurative design with text. Make sure to make it easy for the customer to remember
the images. A tagline on the other hand, is a phrase or slogan used in advertising to
impress and encourages the customer to patronize your product or service offered to
them.

6. Launch your brand. Your brand goes public when you unveil your name, logo,
and slogan, and when you begin to tell your market the story of how your brand
reflects what you stand for. A new brand must make a splash in the market if it’s
going to be successful. You’ve got to stand out in the crowd to present your product or
service. Make sure to allot enough time to prepare your presentation for the public.
Giving yourself more time also helps to develop hype for your brand while giving you
ample time to make sure that all is ready. Your goal is to develop a marketing strategy
for launching your product or service. Make sure that your presentation belongs to
your target audience. It’s no use promoting it to people who are not interested, so get
to know your potential buyers. In addition, do research to your competitor to find out
what niche they might be missing out on, then go after the market.

7. Manage, leverage, and protect your brand. This is the “care and feeding” phase
of the branding process; it’s the step that leads to a strong, healthy, resilient brand. Just
like good parenting, good branding management can be summed up in a single word
— consistency. Your brand image is an important factor in determining your success,
which is why it is absolutely necessary to make sure it’s protected at all cost. Knowing
how to prevent it from being diluted, damaged or taken advantage of if misused by
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 competitors, counterfeiters, or unrelated companies. Managing to apply and register
your brand to the right agency for trademarking is one of the important things to
remember to protect it.

8. Realign your brand to keep it current. Occasionally, you can (and should) change
how your brand is presented. From time to time, you need to update your brand
presentation (the face of your brand) to keep it relevant to the market in which it lives.
Perhaps the most obvious reason to refresh a brand is that its image has simply
outgrown its effectiveness. An update to visual elements is necessary to build upon the
brand structure that is already known and loved.

III. Learning Tasks

➢ Learning Task No.1
True or False Directions: Write TRUE if the statement is correct, and
FALSE if it is wrong.
__________1. People are the ultimate marketing strategy.
__________2. Packaging is the way customers perceive the enterprise and its
product of service in their minds.
__________ 3. Positioning has an enterprise perspective; the enterprise scans
the market environment and decides to position itself with products that
specially address the needs of a chosen target market.
__________ 4. Products are not identified with their brand name to distinguish
them from other products in the market.
__________ 5. The place is where your product or service is sold.
__________6. One of the marketing efforts of people is to create customer
awareness.
__________ 7. Availability means that the customers can easily get the product
from their usual buying places.
__________ 8. Accessible means that the enterprise has the goods or services
on hand.
__________ 9. Adequate means the product meets the quality and delivery
specifications of the customer.
_________ 10. Affordability means the price and payment terms are right.

➢ Learning Task No.2

MULTIPLE CHOICE Directions: Circle or darken the letter that corresponds to
the BEST answer.

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 1. A manager of Venezia Hotel must make marketing decisions to help it stand out
from its competition. To make these decisions, they must determine all but which
of the following?
A. What customers want
B. When customers want their services
C. How to provide services to customers
D. How to persuade customers to patronize the hotel

2. Raven Fredric decides that Lighthouse Hotel is going to offer a free Sunday
brunch to weekend guests in an attempt to increase the weekend business. What
pricing approach is he using?
A. Loss leader
B. Cost-plus pricing
C. Customer-based pricing
D. Yield management

3. When discussing marketing, what does “product” refer to?

A. The location on which the hotel is built
B. The hotel’s concept
C. The hotel’s advertising
D. The price at which rooms are sold

4. Which of the following is not a category into which promotional activities are
classified?
A. Personal selling
B. Public relations
C. Point-of-purchase communications
D. Yield management

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5. It can be a meal or some other tangible item that a hotel or restaurant provides to its
guest. It can also be an intangible service or a hotel or restaurant’s concept.
A. Product
B. Price
C. Place
D. Promotion

6. Is the amount that a hotel charges for its product.

A. Product
B. Price
C. Place
D. Promotion

7. Is the physical location of a business and the site where the reservation for the hotel
is made.
A. Product
B. Price
C. Place
D. Promotion

8. Is the decisions made about how to communicate the product, place, and price of
the hotel. It is made up of several promotional activities.
A. Product
B. Price
C. Place
D. Promotion

9. It is the process of persuading a potential buyer to buy the product designed to be

used as a short-term tactic to boost sales.
A. Sales organization
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B. Advertising
C. Public relation
D. Sales promotion

10. It is an agreement between supplier and retailer that grants the exclusive rights
within a specific geographic area to carry the supplier’s product.
A. Intensive distribution
B. Exclusive distribution
C. Selective distribution
D. Franchising

➢ Learning Task No.3

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 ➢ Learning Task No.4

Matching Type. Choose the most appropriate answers from the box. Write your
answer on the space provided. Give the brand name of the product or service.
Answers should not be repeated.

_____________________________1. Shoes
_____________________________2. Bag
_____________________________3. Car
_____________________________4. Online shopping
_____________________________5. Search Engine
_____________________________6. Beverage
_____________________________7. Social Media
_____________________________8. Telecommunications
_____________________________9. Laptop
_____________________________10. Toothpaste
_____________________________11. Perfume
_____________________________12. Soap
_____________________________13. Adventure Tours
_____________________________14. Airline
_____________________________15. Watch

PERFORMANCE TASK 3: Develop a Brand name. Create an ecofriendly fictitious

brand for your product considering these characteristics of a brand name: Unique
Extendable Easy to remember Can describe the benefits of the product or service Can
be converted to other dialects or languages in case the entrepreneur expands to other
territories Can describe a product category can describe concrete qualities ositive and
inspiring.

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IV. Reflection
Instructions: Complete the statement:

I have learned that.

_________________________________________________________________________
_________________________________________________________________________
_________________________________________________________________________

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Compiled by:
Name of Teacher Lenie Santos Pasigna
Designation Teacher 2
Name of School Mactan National High School- Senior High
Name of Division DepED-Division of Lapu-Lapu City

Reviewed and Checked by:

LERA R. MORA
Master Teacher I - Math

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