11

PRINCIPLES OF MARKETING
For Senior High School
 GRADE 11
Learning Module for Senior High School – Principles of Marketing

Principles of Marketing – Grade 11

Alternative Delivery Mode
Quarter 1 – Module 1:
First Edition, 2020

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Writers: Jupiter Q. Whiteside, MBA Manuel L. Hermosa, EdD
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 GRADE 11
Learning Module for Senior High School – Principles of Marketing

11

PRINCIPLES OF MARKETING
Quarter 1: Module 1:
Marketing Principles and
Strategies
 Grade 11
Learning Module for Senior High School – Principles of Marketing

What I Need to Know

As we study and immerse ourselves in “Principles of Marketing” in the process, it is

necessary to know some Marketing Principles and Strategies. The pre-requisite of this
subject is Organization and Management and Applied Economics. The module is subjected
to discuss the Module 1 – The elements of Marketing Principles, Strategies and
Contemporary Marketing Approaches
Most Essential Learning Competency:
After going through this module, you are expected to achieve:
1. Define and understand marketing, concepts and principles;
2. Understand the goals of marketing and its social effects; and
3. Discuss the goals of marketing.

What I know
Instructions: Fill-in the blanks to identify the following terms in Applied
Economics and Organization and Management subjects. Choose the
answers from the box below.

__________________1. works toward the organization’s goals using its resources in an effective
and efficient manner.
__________________2. a social science that deals with the allocation of scarce resources to
meet the unlimited human needs and wants.
__________________3. consists of the interlocking functions of creating corporate policy and
organizing, planning, controlling, and directing an organization's resources in order to achieve the
objectives of that policy.
__________________4. mean an expression of financial value of all consumed inputs when
producing goods, services or any other supporting activities or processes in the company.
__________________5. is state when buyers and sellers transact on the purchase or sale of
goods and services.
__________________6. ______are desires for goods and services we would like to have but do
not need.
__________________7. a special kind of want, and refer to things we must have to survive,
such as food, water, and shelter.
__________________8. is a person or group of people who are the final users of products and or
services generated within a social system.
____________________9. is an economic principle referring to a consumer's desire to purchase
goods and services and willingness to pay a price for a specific good or service. Holding all other
factors constant, an increase in the price of a good or service will decrease the quantity demanded,
and vice versa.
____________________10. These are also called the These are needed for the production of
goods and services such as Land, Labor, Capital and Entrepreneur.

Economic Resources Costs Manager

Wants and Needs needs
Management CONSUMER Demand
Market Economics Entrepreneur
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Learning Module for Senior High School – Principles of Marketing

Definition and Concept of Marketing

Module 1
Principles, Goals and Approaches.
What’s In

Activity 1. Relationship of Marketing to Economics and Management

TRUE OR FALSE. Which from the following statements do you think is correct or
incorrect.Write True if the statement is correct and False if it is incorrect.

____1. The economy has a direct impact on the way marketers push their products to
consumers. Understanding the link between the economy and marketing can help
business owners allocate their marketing resources and respond to changes in
the economic climate.
____2. Economists use a concept called the law of diminishing returns to explain how
resources can be allocated to maximize return on investment. Over time, you may find
that the cost of marketing or advertising a certain product meets or exceeds the amount
of money you are generating from selling that product. This can happen when a
competitor enters the field, when consumer tastes change or when your price point is too
low or too high.
____3. Part of responding to changes in the economy dealing with your
competitors,unless you're very lucky, your business inevitably will have to deal with
competitors offering similar products at similar or even lower prices. Customers may be
tempted to buy from the competitor if you don't respond to these economic changes. To
keep competitive, you have to increase your marketing exposure and even rethink your
target market.
____4. Marketing is a branch within management concerned specifically with meeting
consumer demands ,in addition it relates directly to consumers, while management does
not involve customer interaction.
____5. Marketing activities are planned by management, and their executions are
monitored through managerial functions.

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Learning Module for Senior High School – Principles of Marketing

Activity 2. Making your own connections. Materials: Pen and Bond Paper
.
Instructions: Make a three circle like the one above and label each circle with marketing,
economics, and management. Write your own coonections between marketing and
economics and marketing to management.
Marketing and Economics Marketing and Management
1. 1.
2. 2.

What’s New

Marketing is the creation and communication of value to customers. It involves

the customer’s maintenance of relationships that should last for lifetime. It is the link between
society’s material requirements for its needs and wants. Marketing must satisfy human needs
and wants through the exchange process and the building of long-term relationships.

Figure 1. Concept and Marketing Principles

Over the years, marketing has evolved various definition and its meaning changes
according to the views of the different marketing gurus. Many view marketing as process or
dynamic business activity that is designed to plan and promote the delivery or satisfy needs
and wants of the potential and present market. In the definition of marketing given by the
American Marketing Association or AMA, “Marketing is an organizational function and a
set of processes for creating, communicating, and delivering value to customers and
for managing customer relationships in ways that benefit the organization and its
stakeholders.” The definition views as an exchange process or discipline that involves
strategies, activities, positions, and institutions.

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Learning Module for Senior High School – Principles of Marketing

The definition of Marketing according to Dr. Philip Kotler, “A social and managerial
process whereby individuals and groups obtain what they need and want through
creating and exchanging products and value with others.” It is also defined as the
meeting of the minds between the seller and the buyer to satisfy human needs and wants
with profit on the part of the marketer and the satisfaction of thee buyer for the money he
spent. On the bases of this view, marketing is an organization intervention and functions that
set the process of creating, communicating and delivering value to customers.
From the academic point of view, marketing is the art and science of creating tangible
products or services and finding the market, getting and retaining them to attain profitable
operations. On one hand, it is a societal process that marketers must communicate the
sustainable value of the product or service to its target market. It is a critical business
process for attracting customers to satisfy their needs and wants.

Marketing is also an integrated process through which companies create value for
customers and build strong customer relationships in order to capture value from customers
in return. Simply put: Marketing is the delivery of customer satisfaction at a profit.

Goal: Attract new customer by promising superior value and keep and grow current
customers by delivering satisfaction.
Two Interacting Components of Marketing

Company Market
The company and its market are equally important. It is marketing that gives fulfilment to both
components. Marketing people should balance between the company’s requirements for
profit and desired market share.

This is composed of two other interacting components: the customer and competition. The
overriding objective of the company is not just to satisfy the needs and want of its customer.
It must profitable and better than its competitor. Otherwise, the competitor could win the
customers because it is able to satisfy them.
Customer Needs and Wants

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Learning Module for Senior High School – Principles of Marketing

Figure 2. Concept of Marketing

Need is one important component in the marketing of products. It is the consumer’s
desire for a product or service. The product or service must have specific benefits that satisfy
the functional or emotional needs. On the other hand, basic needs are food, clothing, and
shelter. We cannot live without them and marketers must be able to provide them to human
population.
Food can be processed in different tastes; styles and menus that shall meet the
human craving and satisfaction. Clothing could be designed into different styles depending
on people’s taste and social values. Shelters are constructed differently depending on the
capacity of the buyer to finance his home. These needs are the marketer’s point of interest
for profit.

Wants are higher-level human needs as they appeal more to the emotions. These are
the social needs for recognition and the development of higher social satisfaction is limitless.
The development of technology and different electronic gadgets are more of human wants.
The marketers must continuously improve technological inventions to sustain customer
wants.

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Learning Module for Senior High School – Principles of Marketing

What is It

Concepts of Marketing

According to Garovillas (2004), he stated that the marketing concept is a business

philosophy, which holds that the key to achieving organizational goals consists of
determining the needs and wants of target markets and delivering the satisfaction more
effectively and efficiently than competitors do.
The philosophy of doing business is developed as people realized that marketing is
vital to the success of any marketing organization. The marketing concept emphasizes
customer orientation and coordination of marketing activities to achieve the marketing goals
and objectives. The philosophy that “The customer is the boss”, rings over the minds of the
marketing people that customer satisfaction which is of paramount consideration. While it is
important to satisfy customer wants and needs, this could only be achieved under the
following marketing concepts:
1. Marketing must be Customer Oriented.
The planning and operation must be directed towards customer orientation. The
whole marketing organization and its operating staff must be focused on
determining what will satisfy the needs and wants of the target customers, the
important link in the business operation.
2. Marketing must be Coordinated Activities
Coordination activities must start in the product planning process, the process. The
product is the key element that the customer wants to buy that is worth his money.
Price is another important component as customers would like to get his money’s
worth. The place of distribution must be within his reach and the promotional
activities must be appealing for him to decide which product to purchase.
3. Marketing must be able to achieve the Performance Target Goals and
Objectives.
Customer-oriented and coordinated marketing aims to achieve its profit, objectives
and goals. These goals and objectives hinge on the increase in sales volume and
customer’s patronage. When product planning, price, promotion and distribution
and properly coordinated, it will result in the most effective way of satisfying the
customer’s needs and wants. The sales volume and profit objective will be
realized.

Factors for Developing Marketing Concepts

1. Capturing Marketing Insights

The overall direction must focus on its vison and mission. The organizational goals and
objectives must be directed towards the creation of value to its customers. These must be
the inherent philosophy of the marketing organization. The functional areas in the marketing
organization must be focused towards its ultimate set of tasks in the building of long-lasting
relationship with its target market.

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Learning Module for Senior High School – Principles of Marketing

2. Effective Financial Management System

This system in the procurement of quality and affordable materials for processing of the
product is a vital component in effective operation of the marketing system. The competition
in the market is based on affordable quality products where labor and materials interplay in
their production. Financing the marketing program will develop effective sales program that
will bring in sustainable profitability.

3. The Value of Human Resources

All business activities need human resources in their operation. The employees must be
committed in the production of quality products and the delivery of quality service. They must
develop work ethics and strong commitment to the marketing efforts of the organization.
Sustainable development and progress rest with people who are willing to put all efforts
towards the organizational objective of quality products and service.

4. The Production Process

The process must conform to standards in terms of product quality. The race to economic
profitability is the production of products that shall satisfy the customer’s wants and needs.
The role of marketing is to sell more products, but it must conform to customer demand.
Production may produce so many products, yet they are useless inventory when they fail to
reach their target market. Marketing efforts will turn them into profitable inventory.

5. The Presence of Competitors

The marketing of products becomes interesting with the presence of competitors. Marketing
outfit must develop strategies in capturing their target market and develop and sustained
patronage. These marketing strategies must develop customer loyalty to the brand or the
product. Product improvement and pricing strategies with sustained promotional and
advertising program are important components in the competitive market.

Traditional concept marketing is a marketing strategy a company uses to determine if it

can produce a viable product consumer want or need, whether the company can produce
enough products to fill the need, and the marketing method by which the need can be filled.

Several Distinct Traditional Approaches:

1. Production concept focuses on the internal potentials of the company and not
based on the desires and needs of the market.
2. Marketing concept a philosophy which states that organization must try hard to
find out and satisfy the needs and wants of consumers while at the same time
accomplishing the organizational goals.
3. Sales concept refers to the idea that people will buy more goods and services
through personal selling and advertising done aggressively to push them in the
market.
4. Relationship concept/marketing an approach that centers on maintaining and
improving value-added long-term relationships with current customers, distributors,
dealers and suppliers.
5. Societal Marketing Concept views that organizations must satisfy the needs of
consumers in a manner that gives for society’s benefit.

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Learning Module for Senior High School – Principles of Marketing

The Goals of Marketing and their Social Effects

1. Maximize the Consumption of Goods - The Aggressive marketing strategies and

policies had increased the consumption of goods and services. The demand of the market is
tremendous. Sellers face many challenges on what products to offer. Buyers want quality
products at reasonable price and t the most convenient location.

The marketing job is to stimulate greater product consumption. Greater production requires
consumption of material inputs and more goods in the market that create more employment.
More jobs are created, and more people enjoy economic wealth. Maximum consumptions
generate economic development for the nation.

2. Maximize Consumer Satisfaction - The market demand is varied, and customer

satisfaction is the challenge of the marketing organization. Measurement of customer
satisfaction is difficult. It embraces careful analysis of the market demand which varies with
the time and the social development of society.

The customer may be satisfied with the product the marketing people produce but it may
create pollution to the environment. Plastics are good packaging materials for consumer
goods but they create flood and environmental pollution. Cars and other vehicles using gas
serve the convenience of the riding public, but they create global warming that result to
environmental imbalance.

3. Maximize Choice of Goods or Service - Some marketers believe that the goal of
marketing is to maximize the variety of the product in the market and provide consumers a
wide assortment of choices. The main objective is for customers to find the goods that will
satisfy their biological needs as well as their emotional and social wants.

Development of new products needs research but that will mean time and costs. Maximizing
consumer choice entails cost as the economies of scale do not operate in production of
goods. The consumers must spend time studying the benefits of the production of goods.

4. Maximize the Quality of Life - The improvement of the quality of life is the target of
marketing people. New hand phones are created to communicate with various sectors of
society, friends and families. Easy communications access satisfies not only social needs but
also business requirements. Compu0terss and others electronic gadgets bring pleasures to
homes and enjoyment of the comfort of living.

The quality of life is difficult to measure. Life satisfaction is more than the physical comfort.
The impact of electronic radiation has created health problems among the many users of
modern gadgets. People in the previous generations lived longer because they lived a simple
life. They ate unadulterated food and lived free from pollution and radiation.

Goals of Marketing
1. Focusing on customer wants and needs to distinguish products from competition
2. Integrating all the organization’s activities to satisfy customer wants and needs
3. Achieving the organization’s long-term goals by satisfying customer wants and needs

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GOALS ARE DIFFERENT FROM OBJECTIVES.

GOALS OBJECTIVE
top-level broad goals to show Specific SMART objectives to
how the business can benefit give clear direction and

MARKETING
from channels. So, goals are the
broad aims used to shape
strategy. They describe how
marketing will contribute to the
business in key areas of
growing sales, communicating
with audience and saving
money.
commercial targets.
Objectives are the SMART targets
for marketing which can be used to
track performance against target.
The SMART mnemonic helps as a
test or filter which the firm can use
to assess the
quality of measures

KEY PERFORMANCE INDICATORS

Key performance indicators (KPIs) are used to check that the marketing activities of a
company are on track. KPIs are specific metrics which are used to track performance to
make sure the firm is on track to meet specific objectives. They are sometimes known as
performance drivers or critical success factors for this reason.

Examples of noteworthy marketing goals:

1. Identifying the target market
2. Increasing sales and profits
3. Increasing brand awareness
4. Increasing market share
5. Countering competitive strategies
6. Reputation
7. Increasing distribution channels

What is Traditional Marketing?

Traditional marketing is an umbrella term that covers the wide array of advertising channels
we see daily. These may include print media, billboard and TV advertising, flyer and poster
campaigns and radio broadcast advertising.

These traditional marketing messages are not necessarily outdated, however, research has
shown those companies that have abandoned simply using these channels, and adopted
contemporary marketing channels proposed in this article, have remained prosperous and in
fact seen an increase in leads, a higher quality of leads, sales and traffic to web content.

Ansoff's Matrix Theory

Traditional marketing theories include Ansoff's Matrix, a theory that proposes
products/services fall into one of four categories depending on the market and the product
released. New Product- New Market is considered as diversification. This theory
recommends that businesses should try to diversify their product portfolio to spread risk
amongst their product range. An example of this would be when Apple created the first

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Learning Module for Senior High School – Principles of Marketing
iPhone released in 2007. This product was new and introduced into a new market. Apple
soon reaped the benefits of introducing this hugely popular phone. Their product range grew
from accommodating for designers on the Apple Mac, to mobile devices, tablet devices,
watches and beyond.

The Marketing Mix

Another marketing theory that's considered to be traditional is the marketing mix. made up of
the 7 P's. These include product, place, promotion, price, packaging and positioning. All
these components, when combined, create a solid marketing proposal. However, this theory
as well as Ansoff's, can be drastically improved with the use of contemporary marketing
strategies.

Traditional Marketing seeks to pull customers to a product, whatever the cost. It is, for
this reason, considered to be outdated as it does not consider the customer they are selling
to, more the market that the company operates within. There are however channels that have
developed from traditional marketing, including digital, that aim for the same goal, however,
use more subtle and approachable mediums so as to capture their target audience. This may
include Pay-Per-Click campaigns, social media posts, search engine optimization and email
marketing.

DEFINITION OF CONTEMPORARY MARKETING

Simply defined, contemporary marketing refers to marketing strategies that are consumer
focused. Contemporary marketing strategy offers products and services based on what the
target market desires rather than what the company wants them to have, thereby, offering
greater support for their customers and becoming able to take advantage of more advanced
marketing funnels to track progress.

DIFFERENCE BETWEEN CONTEMPORARY MARKETING ORIENTATION AND

TRADITIONAL MARKETING ORIENTATION

The main difference between the contemporary marketing orientation and traditional
marketing orientation is that while the former is consumer-focused, the latter is company-
focused. Traditional marketing is concerned with pulling customers and does not really
consider the customer's diverse needs. Rather it is concerned with the market or industry in
which the company operates in.
Contemporary marketing aims for customers satisfaction in order to build a relationship with
them. Therefore, the types of marketing strategies under contemporary marketing are
concerned with the needs of customers.

Since it first emerged as a distinct business and management phenomenon, marketing has
evolved significantly with new types of marketing to address changing trends in the market.
This is probably because most successful businesses use a combination of different types of
marketing whether they’re contemporary or traditional marketing strategies to get great
results. Business owners now see more reasons to get the best out of the functions of
marketing by enhancing their target marketing plan example to deliver more developmental
benefits. The diversity and improvement in marketing nowadays could sometimes prompt

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Learning Module for Senior High School – Principles of Marketing
one to wonder what marketing is meant to look like. Our contemporary marketing world now
features advanced marketing skills and improved marketing mix.
Here are some of types of marketing:
1. Business to Business - B2B Marketing
2. Business to Consumer - B2C Marketing
3. Brand Marketing
4. Cloud Marketing
5. Telemarketing
6. Guerrilla Marketing
7. Push Marketing
8. Influencer Marketing

Emerging Types of Marketing and their Applications:

Based on a 2017 report by Kleiner Perkins Caulfield and Byers, an internet trend investment
firm, 3.4 billion people use the internet. Therefore, the internet has become an easy and
quick way to research, reach and engage customers.
1. Search engine optimization is majorly concerned with increasing a business’
visibility and rankings on search engine result pages. It is a simple way of attracting
organic traffic of potential customers to a website. SEO can be maximized with paid
adverts (Google AdWords), strategic content marketing and social media networks.
2. Pay per Click advertising: This is advertising presented on search engine result
pages or web pages where the advertiser is only charged based on the number of
times someone clicks on the ads to go to the advertiser's targeted website.
3. Email marketing is a type of marketing based on the distribution of messages
through emails. Email marketing provides direct contact with customers and allows
businesses to create relationships with their customers. Updates, exciting news, and
call to actions can be sent directly to customers.
4. Referral marketing: is a type of marketing where an individual or customer pleased
with the results gotten from a product refers the product to another person. It's a very
subtle form of marketing that can provide great results especially when the person
referring is an Influencer in that industry.
5. Affiliate marketing: is a prominent type of internet marketing where a third party
promotes a product and earns commission, or a piece of the profit gotten from every
sale made through that referral.
6. Video marketing: Videos act as one of the most interactive types of online marketing
and can prove to be a great way to raise awareness about a business or product. In
fact, according to Mushroom networks, YouTube is the second biggest search engine.
Therefore, video marketing can prove to be a great way to pass messages to target
customers.
7. Inbound marketing is a very powerful contemporary marketing strategy that focuses
on different tactics to draw consumers in and convince them to buy goods. It is one
the result-oriented types of marketing that uses content to drive results. A key subset
of Inbound marketing is Content marketing which the Content Marketing Institute
refers to as "a strategic marketing approach focused on creating and distributing
valuable, relevant, and consistent content to attract and retain a clearly defined
audience."

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Learning Module for Senior High School – Principles of Marketing
Green marketing refers to the process of selling products and/or services based on their
environmental benefits. Company are selling products and/or services by first promoting its
benefit that is environmentally friendly or produced in an environmentally friendly way.
For green marketing to be effective, there are three things that needs to be done:
1. Being genuine
a. The company is doing what it claims to be doing in its green marketing
campaign and;
b. The rest of the business policies are consistent with whatever the firm is
doing that’s environmentally friendly.
2. Educating the customers isn’t just a matter of letting people know that the company
is doing whatever it doing to protect the environment, but also a matter of letting
them know why it matters.
3. Giving customers an opportunity to participate means personalizing the benefits of
the company’s environmentally friendly actions, normally through letting the
customer take part in positive environmental action.

What’s More

Independent Activity 1:
Essay:
1. Assume you are about to graduate. How would you apply marketing principles to your job search? In what
ways would you be able to market yourself and impress the human resource specialists create,
communicate, and deliver value as a potential employee, and what would that value be, exactly? How
would you prove that you can deliver that value?
________________________________________________________________________________
________________________________________________________________________________
________________________________________________________________________________
________________________________________________________________________________
________________________________________________________________________________
________________________________________________________________________________
________________________________________________________________________________
________________________________________________________________________________
________________________________________________________________________________
________________________________________________________________________________
2. Is marketing always appropriate for political candidates? Why or why not?
________________________________________________________________________________
________________________________________________________________________________
________________________________________________________________________________

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Learning Module for Senior High School – Principles of Marketing
________________________________________________________________________________
________________________________________________________________________________
________________________________________________________________________________
________________________________________________________________________________
________________________________________________________________________________
________________________________________________________________________________
________________________________________________________________________________
________________________________________________________________________________

What I Have Learned

Marketing is an organizational functional and a set of processes for creating,

communicating, and delivering value to customers and for managing customer relationships
in ways that benefit the organization and its stakeholders. Marketing evolved from
Production concept to Societal Marketing Concept. It is also viewed as integrated process
through which companies create value for customers and build strong customer relationship
in order to capture value from customers in return.

Marketing concept which holds that the key to achieving organizational goals consists
of determining the needs and wants of target markets and delivering the satisfaction more
effectively and efficiently than competitors do.

Traditional marketing is an umbrella term that covers the wide array of advertising
channels we see daily. These may include print media, billboard and TV advertising, flyer
and poster campaigns and radio broadcast advertising.
Another marketing theory that's considered to be traditional is the marketing mix.
Made up of the 7 P's. These include product, place, promotion, price, packaging and
positioning. All these components, when combined, create a solid marketing proposal.
However, this theory as well as Ansoff's, can be drastically improved with the use of
contemporary marketing strategies.
Contemporary marketing aims for customers satisfaction in order to build a
relationship with them. Therefore, the types of marketing strategies under contemporary
marketing are concerned with the needs of customers.

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Learning Module for Senior High School – Principles of Marketing

What I Can Do

Instructions: Watch the video. Online marketing vs traditional marketing then write the
difference between traditional versus online marketing for Product, Price, Place and
Promotion. https://www.youtube.com/watch?v=d4aijRJFOq4&t=9s

4 P’s

Traditional Marketing Online Marketing

PRODUCT

PRICE

PLACE

PROMOTION

Assessment

I. FILL IN THE BLANKS

Instructions: Complete the following statements. Write the word/s that would complete the
given statement.

1. _________ is one important component in the marketing of products.

2. According to Kotler, Marketing is a social and managerial _________ whereby individuals
and groups obtain what they need and want through creating and exchanging products
and value with others.
3. _________ are higher-level human needs as they appeal more to the emotions.

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Learning Module for Senior High School – Principles of Marketing
4. __________________________ and coordinated marketing aims to achieve its profit,
objectives and goals. These goals and objectives hinge on the increase in sales volume
and customer’s patronage.
5. Attract new customer by promising superior value and keep and grow current customers
by ___________________________.

II. TRUE or FALSE: Write True if the statement is correct and write False if it is
incorrect.
___________1. Marketing concept focuses on the internal potentials of the company and not
based on the desires and needs of the market.
___________2. Achieving the organization’s long-term goals by satisfying customer wants
and needs.
___________3. Goals of Marketing are specific metrics which are used to track performance
to make sure the firm is on track to meet specific objectives.
___________4. Focusing on customer wants and needs to distinguish products from
competition.
___________5. The Aggressive marketing strategies and policies had decreased the
consumption of goods and services.
___________6. Integrating all the organization’s activities to satisfy customer wants and
needs.
___________7. Marketing is an organizational function for creating, communicating, and
delivering value to customers and for managing customer relationships in
ways that benefit the customers.
___________8. Sales concept refers to the idea that people will buy more goods and
services through personal selling and advertising done aggressively to push
them in the market.
___________9. Relationship concept/marketing an approach that centers on maintaining
and improving value-added long-term relationships with current customers,
distributors, dealers and suppliers.
___________10. Traditional concept marketing is a marketing strategy a company uses to
determine if it can produce a non-viable product consumer want or need,
whether the company can produce enough products to fill the need, and the
marketing method by which the need can be filled.

III. MULTIPLE CHOICE: Choose the letter of the best answer.

___________11. Customer-oriented and coordinated marketing aims to achieve its profit,

objectives and goals. These goals and objectives hinge on the increase in sales
volume and customer’s patronage.
a. Maximize the c. Maximize Choice of Goods or
Consumption of Goods Service
b. Maximize Consumer d. None of the above
Satisfaction
___________12. The process must conform to standards in terms of product quality.
a. Marketing Process b. Sales Process

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Learning Module for Senior High School – Principles of Marketing
c. Production Process d. Marketing Process
___________13. Higher-level human needs appeal more to the emotions. These are the
social needs for recognition and the development of higher social satisfaction which is
limitless.
a. Needs c. Wants
b. Drives d. Social needs
___________14. This tool is used to check that the marketing activities of a company are
on track and are used to track performance to make sure the firm is on track to meet
specific objectives.
a. SMART Objectives c. Objectives
b. Goals d. Key Performance Indicators
___________15. Company are selling products and/or services by first promoting its
benefit that is environmentally friendly or produced in an environmentally friendly way.
a. Marketing Research c. Innovative marketing
b. Green Marketing d. None of the above
___________16. Is a marketing strategy a company uses to determine if it can produce a
viable product consumer want or need, whether the company can produce enough
products to fill the need, and the marketing method by which the need can be filled?
a. New concept in Marketing c. Tradition Concept in Marketing
b. Sales Concept d. Marketing Concept
___________17. This concept refers to the idea that people will buy more goods and
services through personal is?
a. Marketing Concept c. Production Concept
b. Sales Concept d. None of the above
___________18. An organizational function and a set of processes for creating,
communicating, and delivering value to customers and for managing customer
relationships in ways that benefit the organization and its stakeholders.
a. Marketing c. Production
b. Marketing Research d. Sales
___________19. It views that organizations must satisfy the needs of consumers in a
manner that gives for society’s benefit.
a. Marketing Concept c. Production Concept
b. Sales Concept d. None of the above
___________20. Top-level broad goals to show how the business can benefit from
channels. So, goals are the broad aims used to shape strategy. They describe how
marketing will contribute to the business in key areas of growing sales, communicating
with audience and saving money.
a. SMART Objectives
b. Goals
c. Objectives
d. None of the above

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 _____Grade 11
Learning Module for Senior High School – Principles of Marketing

Additional Activities

Answer the following questions:

1. What are the key elements in the AMA definition of Marketing? Do you find it
complete? Why?
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2. In your Barangay, is marketing existing? Explain your answer.

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 _____Grade 11
Learning Module for Senior High School – Principles of Marketing

Answer Key

Part of Module Answers

What I Know (1 )Manager (2) Economics (3) Management (4) Costs (5) Market (6) Wants (7) needs (8)
Consumer (9) Demand (10) Economic Resources.
What’s In Activity 1: TRUE OR FALSE
1-5) ALL TRUE
Activity 2:
Make your own Connection.
The learners expected to write his/her understanding regarding relationship of Marketing to
Management and Marketing to Economics. She/he can explain the connectedness of
marketing to economics and marketing to management.
Rubrics for checking:

`
https://www.uen.org/rubric/previewRubric.html?id=20123
What’s more Independent Activity
Essay:
1. Learners are expected to write any of the following possible answers:
a. Make an impressive or creative Resume;
b. Prepare himself (personal/ grooming);
c. Prepare appropriate business attire;
d. Research the company. Applicant need to know more about target company;
e. Tell about your strong and weak sides;
f. Work-out possible common interview questions.
2. Learners is expected to write the following key words:
a. Promotion of political candidates;
b. Using online platforms for campaigns;
c. Market the candidates his/her ideas and perspective his/her chance of winning;
d. Convince the audience to agree with their ideas or political agenda to get votes.
e. Using jingles and videos for campaigns;
f. Using of advertisements on TV, Radio and Online.
What I can do Watching Video. Online Marketing and Traditional Marketing. The learners are expected to
write his/her reflection regarding the video:

4 P’s Traditional Online

PRODUCT • Actual product / good • Actual product / good products
products • Local Product but Target
International
PRICE • Low Profit margin high • Low overhead high profit margin
overhead
PLACE • Rented Nice Place • Online marketing
PROMOTION • Hired salespeople • Hired content writer.
advertise local newspaper • Invested online marketer
• Nice looking website
• Use SEO, pay-per-click and online

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 _____Grade 11
Learning Module for Senior High School – Principles of Marketing
marketing
Assessment I. Fill-in the blank:
1. Need
2. Process
3. Wants
4. Customer orientation
5. Delivering satisfaction
II. TRUE OR FALSE
1. False – Production Concept marketing concept
2. TRUE
3. FALSE
4. TRUE
5. FALSE – Increased
6. TRUE
7. FALSE
8. TRUE
9. TRUE
10. FALSE – Viable product
III. MULTIPLE-CHOICE:
1. D 6. C
2. C 7. B
3. C 8. A
4. D 9. C
5. B 10. D
Additional Learners are expected to define:
(1)
Activities • Marketing is an organizational function and a set of processes for creating,
communicating, and delivering value to customers and for managing customer
relationships in ways that benefit the organization and its stakeholders.

• Exchange process or discipline that involves strategies, activities, positions, and

institutions.
• Societal process that marketers must communicate the sustainable value of the product or
service to its target market. It is a critical business process for attracting customers to
satisfy their needs and wants.

• Marketing is also an integrated process through which companies create value for
customers and build strong customer relationships in order to capture value from
customers in return. Simply put: Marketing is the delivery of customer satisfaction at a
profit.

(2)
In your Barangay, Marketing existing? Explain your answer.
The answer of learners is expected to observe the marketing on their barangay. It is open
ended question they can narrate their observation and connect marketing.

https://www.uen.org/rubric/previewRubric.html?id=20123

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 _____Grade 11
Learning Module for Senior High School – Principles of Marketing

References

Books
.
Armstrong, Gary (2013). Marketing: An introduction 11th, Global ed. Harlow,
England: Pearson
Garrovillas, Eduardo P ( 2007), Out of the Box Marketing Principles, that work
and make sense. Books Atbp. Publishing Corp
Go, Josiah (1996). Contemporary Marketing Strategy in the Philippine Setting,
Manila: National Bookstore
MEDINA, ROBERTO G. (2008), Principles of marketing revised edition REX
Bookstore.
PAGOSO, CRISTOBAL, et al. Principles of Marketing: Philippine Setting with
E-commerce: Nelson Publication Paranaque

Website:
Attar, Asiyeh, (2019) CONTEMPORARY TYPES OF MARKETING,
https://blog.ubrik.com/types-of-marketing
Williamson, Will (2020), Traditional Vs Contemporary Marketing Strategies,
https://blog.jdrgroup.co.uk/digital-prosperity-blog/traditional-vs-
contemporary-marketing-strategies

For inquiries or feedback, please write or call:

Department of Education - Bureau of Learning Resources (DepEd-BLR)

Ground Floor, Bonifacio Bldg., DepEd Complex

Meralco Avenue, Pasig City, Philippines 1600

Telefax: (632) 8634-1072; 8634-1054; 8631-4985

Email Address: blr.lrqad@deped.gov.ph * blr.lrpd@deped.gov.ph

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