21st Century Literature PDF

▪ Legends - A story explaining how various objects and even places came to be. Module 1: Framing the 21st Century Literary Mind...

▪ Legends - A story explaining how various objects and even places came to be. Module 1: Framing the 21st Century Literary Mind ▪ Folk Tales - These are made up of stories about life, adventure, Defining literature based on two sources: love, horror, and humor where Latin word “litteratura” which is derived from the one can derive lessons. word “littera” which means letter. ▪ Epics - These are long narrative Covers both oral and written forms of works that poems in which series of heroic manifest expressive or imaginative quality, achievements or events are dealt nobility of thoughts, timelessness, and lastly, with. universality. ▪ Folksongs - One of the oldest Described as having an excellent form in which forms of Philippine Literature that the expression of permanent and universal ideas emerged in the Pre-Spanish can be established aesthetically. Period Takes significant human experiences as its main Spanish Period (1521 – 1871) subject. o Literature during this period is either Discusses various dimensions of life as well as its religious prose and poetry or secular miseries and glories. prose and poetry. o Spanish influences on Philippine Key Features of Literature Literature. 1. Literature is a form of communication. ▪ The first Filipino alphabet, called - Montealgue described literature mainly as a Alibata was replaced by Roman product or a commentary on the life process. alphabet. - Thus, man ' s inner thoughts, feelings, and ▪ The teaching of Christian conditions can be disclosed and revealed Doctrine became the basis of through the power of literature. religious practices. 2. Literature is an art. ▪ European legends and traditions - Dulce is a term that refers to beauty and brought here became assimilated magnificence. within our songs, corridos, and 3. Nobility of Thoughts moro-moros. - Literature should deal with ideas that can lead o Folk Songs to new responses to the world and can move ▪ It manifests the artistic feelings people. of the Filipinos and shows their 4. Timelessness innate appreciation for and love - The significant truth about life that a literary of beauty. work reveal should not wane and dissipate as ▪ Examples: Leron-Leron Sinta, time passes by. Dandasoy, Sarong-Banggi. 5. Universality o Recreational Plays - A work must have global applicability in which ▪ There were many recreational a work transcends across space. plays played by Filipinos during 6. Literature has utility. the Spanish times. Almost all of - utile = intellectual, emotional, and social them are in poetic form. function of any creative or literary work. ▪ Examples: Cenaculo, - Literature can liberate our minds and uplift Panunuluyan, Salubong, Lagaylay our spirits. Period of Enlightenmen (1872 – 1898) o In the 19th Century, Filipino intellectuals Module 2: Literary History educated in Europe called Ilustrados, Pre -Spanish Period (Before 1520) begin to write about the hitch of o Our ancient literature shows our customs colonization. and traditions in everyday life as traced in The Propaganda Movement (1872 - 1896) our folk stories, old plays and short o This movement was spearheaded mostly stories. by the intellectual middle-class like, Jose ▪ Chants (Bulong) - This was used Rizal, Marcelo Del Pilar, Graciano Lopez in witchcraft or enchantment Jaena, Antonio Luna, Mariano Ponce, especially in remote places in Jose Ma. Panganiban, and Pedro Paterno Visayas. Made by Resa: Ang saket na ng LIKOD KOOOOOOOOO  The American Regime (1898 – 1944) Post EDSA 1 Revolution (1986- 1999) o Linguistically, Americans influenced o In four days from February 21-25, 1986, Filipino writers to write using the English the so-called People Power prevailed. language. Jose Garcia Villa became o The now crony newspapers that enjoyed famous for his free verse. an overnight circulation were THE o American colonial rule introduced English INQUIRER, MALAYA, and the PEOPLE'S as the medium of instruction and JOURNAL administration. 21st Century Period (1986- 1999) o Philippine literature during this period o The new trends have been used and was often bilingual or multilingual. introduced to meet the needs and tastes o While themes like love of country and of the new generation. nationalism were still present, there was o 21st century learners are demanded to be also a growing influence of American Information and Communication culture, leading to themes of democracy, Technology (ICT) inclined to compete individualism, and social equality. with the style and format of writing as The Japanese Period (1941 – 1945) well. o Philippine literature in English came to a o New codes or lingos are used to add halt. flavor in the literary pieces produced o The common theme of most poems nowadays. during the Japanese occupation was nationalism, country, love, and life in the Module 3: THEMES IN LITERATURE barrios, faith, religion, and the arts. Literary themes are the fundamental and often universal ideas explored in a literary work. By examining these themes in a literary work, readers can gain a better understanding of the characters and their motivations, as well as the society in which the story takes place. A theme is a recurring idea or message found within a work of literature. Usually, some kind of statement about life and how it should be lived. Rebirth of Freedom (1946- 1970) Meaning can be seen as an expression of an author's o The early post-liberation period was values or beliefs, or simply as an interesting story. It can marked by a kind of "struggle of mind and be interpreted differently by different readers. spirit”. Period of Activism (1946- 1970) Themes in Philippine Literature o According Pociano Pineda, youth activism Sorry guys tinamid nako sa part na to, itong part na to in 1970-1972 was due to domestic and literal na common sense nalang yan HAHSHAHHSHAHAH. worldwide causes. May notes na kasi ako nito, eh ang haba haba pa ng notes o The youth became vocal with their nayun saying lang hHAHAHHAHAHAJUSHJAHSHA. sentiments. They demanded a change in the government. Module 4: Fiction Period of the New Society (1972 – 1980) Fiction means anything made up or shaped (Roberts & o Started on September 21, 1972 Jacobs, 2007). It is any literary piece that is prosaic, o The poems dealt with patience, regard for untrue (although sometimes writers heavily adapt what native culture, customs, and the beauties happened in real life, but still there are more non-true of nature and surroundings. elements in it) o News on economic progress, discipline, culture, tourism, and the like were favored. o Filipinos were hooked on reading magazines and comics. Period of the Third Republic (1981 – 1985) o After 10 years of military rule, Martial Rule was lifted on January 2, 1981. o Poems during this period of the third Republic were romantic and revolutionary. Made by Resa: Ang saket na ng LIKOD KOOOOOOOOO Literary Elements in Fiction narrator is not part of the story or not a 1. Characters - is a verbal representation of a character in the story. person. i. Third person limited point of view is when narration is limited only to what is said and what happens in the story. ii. Third person omniscient point of view reports the events in the story, even what goes on in the minds of the characters. 4. Setting – where the story takes place. 5. A conflict is the problem or struggle that a character faces in a story. a. Internal conflict is when a character struggles with their own opposing desires or beliefs. b. External conflict sets a character against something or someone beyond their control. c. Types of Conflict: i. Character vs. Self ii. Character vs. Character iii. Character vs. Nature iv. Character vs. supernatural v. Character vs. technology vi. Character vs. society Literary Techniques in Fiction 1. Foreshadowing - hint at what is about to take 2. Plot - is the arrangement of events in a story. place. a. Exposition - introduction of characters, 2. Irony - refers to the idea that what is expected is the plot and sometimes even the conflict different from what happens. of the story. a. Verbal Irony - what is said is different b. Complication or Rising Action - The from what is meant. complication is the onset and b. Situational Irony - what is expected to development of the major conflict. happen is different from what really c. Crisis or Climax - the part of the story happened. where the conflict reaches its greatest c. Dramatic Irony - characters in the story tension. do not know what will happen, but the d. Falling Action - This part is the highest readers do. point of the story. It is the part where the d. Cosmic Irony - when fate seemingly protagonist resolves the conflict based on intervenes with what happens to the the decision s/he has made during the characters. crisis part. 3. Flashback - is a technique in which you interrupt e. Denouement or Resolution -this is the the forward motion of the narrative to recount an ending of the story. The ending may end earlier incident that has a bearing on the story. in two ways: close ended or open-ended. 4. Symbolism is the use of concrete objects to 3. Point of View - It refers to the speaker, narrator, convey an abstract idea. or voice created by authors to tell stories, present 5. In medias res is a Latin phrase meaning “in the arguments, and express attitudes and judgments midst of things. (Roberts and Jacobs, 2007). 6. Allegory is a literary device used to express large, a. The First-person point of view or auto complex ideas in an approachable manner. diegetic narration is the POV that is in the a. Biblical “I” voice. b. Classical b. The second person point of view or c. Modern homodiegetic narrator is the POV that is in the “you” voice. c. Third person - point of view or heterodiegetic narrator is when the Made by Resa: Ang saket na ng LIKOD KOOOOOOOOO  7. An allusion is a figure of speech that refers to a famous person, place, or historical event—either directly or through implication. a. Biblical b. Literary c. Historical d. Mythological 8. Motif is a literary technique that consists of a repeated element that has symbolic significance to a literary work. 9. Satire in literature is a type of social commentary. Writers use exaggeration, irony, and other devices Syntax refers to word order and sentence structure in a to poke fun of a particular things they want to poem. comment on and call into question. The characters in poetry are mainly the persona and the 10. A cliffhanger is a plot device in which part of a addressee. story ends unresolved, usually in a suspenseful or shocking way, in order to compel audiences to The persona or the speaker in a poem is the one speaking turn the page or return to the story in the next in it. installment. The addressee is the one whom the speaker is talking to Module 5: Poetry in the poem. The word poem is derived from the Greek word The setting answers the questions, where is the persona poiein, which means “to create or make.” and when specifically, is the poem situated in. Poems vary in length. It may be long or short like fiction. Imagery refers to the use of words that trigger one’s However, unlike in fiction which is written prose, poetry is imagination by triggering one’s senses. written in verses (lines and stanzas). Unlike fiction, a poet 1. Visual Imagery appeals to the sense of sight. uses only fewer words, that is why more meaning is 2. Auditory Imagery appeals to the sense of hearing. implied, rather than stated. 3. Olfactory Imagery appeals to the sense of smell. 4. Gustatory Imagery appeals to the sense of taste. Diction is the author’s choice of words. 5. Tactile Imagery appeals to the sense of touch. 6. Kinetic Imagery appeals to the movements created by objects or surroundings. Figures of Speech 1. Simile illustrates similarities between two things. 2. Metaphor equates known objects or actions with something that is unknown or to be explained. 3. Paradox is a figurative device through which something apparently wrong or contradictory is shown to be truthful and non-contradictory. 4. Anaphora is the repetition of the same word or phrase throughout a work or a section of a work in order. 5. An apostrophe is a figure of speech in which the speaker addresses a dead person. 6. Personification is the attribution of actions or emotions typically associated with humans to objects or abstract ideas. 7. Synecdoche is a figurative device in which a part stands for the whole or a whole for a part. 8. Metonymy is a figurative device that substitutes one thing for another with which it is closely identified with. 9. Pun or paronomasia is a figure of speech is wordplay stemming from the fact that words with different meanings have surprisingly differing and even contradictory meanings. Made by Resa: Ang saket na ng LIKOD KOOOOOOOOO Tone describes the attitude of the author in a poem. Prosody is the general word describing the study of poetic sounds and rhythms. Iamb – unstressed, stressed. Trochee – stressed, unstressed. Spondee – stressed, stressed. Pyrrhic – unstressed, unstressed. 1. Assonance is the repetition of vowel sounds in different words. 2. Alliteration is the repetition of the same letter sound across the start of several words in a line of text. 3. Onomatopoeia is the imitation or suggestions of a situation or action. 4. Euphony refers to words containing consonants that permit an easy and smooth flow of spoken sound. 5. Cacophony is the use of percussive and choppy sounds make for vigorous and noisy pronunciation. 6. Rhyme pertains to the repetition of end sounds of a stanza in a poem. Form refers to what a poem looks like. 1. Blank verse or unrhymed iambic pentameter is a poem with fourteen lines, and each line has five (5) sets of iambs. 2. A couplet is a stanza with two rhyming lines. 3. A tercet is a stanza with three lines. 4. A quatrain is a stanza with four lines. 5. A sonnet is a poem with fourteen lines. 6. A song or a lyric is a poem that is meant to be sung. 7. An ode is a poem that is meditative or philosophical. 8. An elegy is a poem about death and mortality. 9. The ballad fuses narrative description with dramatic dialogue. 10. A hymnal poem is a poem inquatra which is similar to the ballad stanza. 11. An epigram is a short and witty poem that usually makes a humorous or satiric point. 12. A limerick is a five-line poem popularized by Edward Lear. It is comic and bawdy. 13. Free verse is a poem that doesn’t have a specific structure. 14. Visual or Concrete Poetry is a poem that has a specific shape or figure, visually speaking. 15. Blackout Poetry is a poem constructed by reduction of words from a newspaper or a paper with words using a marker. Made by Resa: Ang saket na ng LIKOD KOOOOOOOOO  Four Reasons why it should begin now. Module 1.1: Relevance of the Course 1. Entrepreneurship education benefits every student by giving them an alternate career path at Entrepreneurship is a proactive process of developing a any time in their lives. business venture to make a profit. It involves seeking 2. Entrepreneurship education provides an idea for opportunities in the market, establishing and operating the teaching academic subjects, making those studies business out of the opportunity and assessing its risks as requisites in the real world. and rewards through close monitoring of the operations. 3. Considerations in terms of value in entrepreneurial opportunities maintains Relevance of the Course innovative and creative thinking skills. 1. Greatly helps young students to think like an 4. Most of the students who transfer or migrate to entrepreneur. other communities frequently want to come back 2. Enhance students desire to be an employer rather to some point in their lives but cannot find a good than employee. job opportunity. Benefits to Senior High School Students Module 1.2: Key Concepts and Common Competencies, 1. Classify individual entrepreneurial interests. Core Competencies and Job Opportunities 2. Apply basic marketing acumen. 3. Determine legitimate sources of resources. Entrepreneurship is a science of converting processed 4. Analyze ownership structures. ideas into a remarkable business venture. A capacity for 5. Convert threats into opportunities. innovation, investment and expansion into new markets, 6. Adaptation of concepts and strategies for idea products and techniques. generation. 7. Evaluate feasibility of ideas. Competency is considered the capability, capacity and 8. Discovery of entrepreneurial innovators who also ability of the learner in handling situations in various areas have the competence and edge to start their own in business operations such in marketing, management, businesses. production or technical and financial. 9. Consider ethical and legal business practices. 10. Write a micro business plan. Entrepreneurial Competencies 1. Locus Control - Entrepreneur must learn how to Usefulness of the Course to Students determine the state to which a person agreed that 1. Develop skills in starting up a business. their actions can directly affect a situation or that 2. Demonstrate skills in maintaining business in long they can control a result. term basis. 2. Specific goal setting - Entrepreneurs must be 3. Enhance knowledge of business operations and motivated to set goals, particularly business expansion. growth objectives, have been found to increase 4. Finds the next level of training or access other firm growth resulted in the firm performance and resources and services. innovation. 5. Demonstrate business management. 3. Self-efficacy - Entrepreneurs must believe in their 6. Uses components of a business plan. own ability or self-confidence. 7. Considers becoming an employer rather than 4. Layers of competency - Entrepreneurs should employee. know the group of attributes, some of which are 8. Changes attitude toward entrepreneurship as a applicable for all entrepreneurs, while others are means of making a living. occupation or industry specific. 9. Changes in personal and career attitudes. 5. Need for achievement - Entrepreneurs must have a high need for achievement and take Importance of Entrepreneurship Education responsibility for outcomes. 1. Entrepreneurship is very important to our 6. Ambition - Entrepreneurs must be motivated, economy as a key driver. persistent and persevere even in the face of 2. Entrepreneurship education is an individual situational challenges. lifelong learning process. 7. Willingness to learn - Entrepreneurs should have 3. Entrepreneurship will energize school a strong willingness to learn and often pursue management. opportunities to acquire new skills and 4. Entrepreneurship will transform learners into competencies. innovators. 8. Strong initiative - Entrepreneurs must have a high initiative and are often driven to work hard. They frequently work independently to achieve task Made by Resa: Ang saket na ng LIKOD KOOOOOOOOO  master, regardless of the extra effort necessary to do so. Characteristics of Innovator Entrepreneurs in Solving 9. Adaptability and flexibility - Entrepreneurs must Problems learn how to be highly flexible and adaptable, 1. Look at the problem on different angles. often deal very well with a unique adaptability to 2. Discovers the roots of the problem and develops choose actions even without all necessary avenues. information. 3. Develops basic assumptions and hypothesis. 10. Willingness to take risks - Not only are successful 4. Interested in the end results rather than the learners willing to take consequences, but they means to achieve it. can also identify and calculate risks. They are 5. Capitalizes on people with bright ideas and talents. skilled at developing new plans and scenarios. 11. Interpersonal skills - Learners with interpersonal Job Opportunities skills have skills of working well with people from a. Employment is one great factor in economic different backgrounds. development. b. Income opportunity in the countryside is still Industry Wide Competencies/Work Competencies subsistence in nature. Networking and collaboration Creative and critical thinking The Starting Point to Entrepreneurial Success Organizing 1. Start to be on your own. Checking, examining, and recording. 2. Explore the business environment. Planning 3. Be in control. Business principles 4. Have a good accountant or a trusted financial Computer competencies adviser. 5. Seek the advice of professionals. Competencies for Entrepreneurial Success 1. Integrity Profile of a Successful Entrepreneur 2. Conceptual Thinking 1. Strong desire for independence 3. Risk Taking 2. Develops strong drive to succeed. 4. Networking/Collaboration 3. Strong determination in decision making. 5. Strategic Thinking 4. Develops feedback mechanism for results. 6. Commercial Aptitude 5. Results-driven individual 7. Decisiveness 8. Optimism Careers in Entrepreneurship 9. Customer Relation Service 1. Mid-level management 10. People Centered 2. Business consultant 3. Sales Core Competencies in Entrepreneurship 4. Research and development Negotiating 5. Fundraiser Planning 6. Teacher Risk assessing 7. Recruiter Entrepreneurship 8. Business reporter Purchasing Accounting Module 2.1: Recognize Potential Market Recruiting and training Selling Factors to Consider of a New Entrepreneur Controlling 1. Know your Product or Service - Customers want Dealing with emergencies to try new products but it must be better than those existing in the market. The Factors that Develop Entrepreneurial Activity 2. Analyze the Market Potentials - The Customer 1. The Entrepreneur takes the initiative. base will determine the success of your business 2. Organization of capital resources venture. The wider the market potential, the more 3. The Development of Administrative Machinery chances of growth and success. The entrepreneur 4. The development of Entrepreneurial autonomy must know his needs and wants and figure out 5. The development of SWOT Analysis how to satisfy these needs. 3. Determine the Marketing Strategy - A unique product or service needs effective distribution strategy to get customer into the basket of demand potential. Continuous supply determines Made by Resa: Ang saket na ng LIKOD KOOOOOOOOO  product growth. Customers must have access to - Expertise and technical skills of the the product when they need it. management team. 4. Know the Competitors - In launching a product with existing competitors, you must know their strengths and weaknesses. Develop new product Characteristics of weak products and weak and marketing strategy and turn their weaknesses management as new opportunity for your product. - Poor quality and high price 5. Do not set your laurels - Your initial success in - Product design and appeal your business activities needs more proactive - Production cost analysis for expansion and growth and overcome - Supply and demand possible competitors. - Weak product management Sustainable Product Opportunities in the Market Recognize a Potential Market - Product demand Environmental Scanning is when the entrepreneur must - Presence of poor quality in the market have a greater look into this potential as well as the - Government policies and support conditions prevailing in the community. - Liberal credit terms and interest rates Threats to Product Profitability and Market Business Location for Small Entrepreneurs Expansion - Rent and Space - Entrance of Competition - Terms of Lease Agreement - Limited supply of raw materials - Type of Good or Merchandise - The emergence of leftwing labor unions - Income Level of Prospective Customer - Prospective Sales Volume A business project, either new or an expansion, must - Municipal or City Ordinances including taxes undertake a careful planning of the project which will serve and fees. as guide in the implementation. - Location of the Areas 1. The needs of the society Location for Small Industrial Plant or 2. Availability of capital resources Manufacturing Facilities 3. Business inclination - Land Area 4. Clientele - Facilities for Expansion 5. Availability of raw materials - Power Utilities 6. Human resources - Building and Other Utilities 7. Nature of product or service - Plant Site Accessibility Basic Phases of Business Plan 1. Marketing and Distribution Study - Deal with product demand analysis. 2. Production and Technology Study - Need in making the product or service. Refers to the machinery, plant location, and other technical aspects in the making of product. 3. Financial Management - Refers to the capital investment and sources of funding the operation of the business. Micro Business Plan 1. Executive Summary – synopsis of your business plan. 2. Marketing plan – tell how fast or slow your product will move in the market. The Product must be evaluated along the following 3. Operations plan – company’s expected sales for areas: the coming year and the costs of running the Product strength in the market business in general. - Available technology in product processing 4. Financial plan – show how much money is needed - The source of raw materials must be to generate sales; how much is going to be spent abundant and at a lower price. on a particular item; and how much will be - Skilled workers must be available. borrowed and paid. - Capital investment in machinery and operating expenditures. Made by Resa: Ang saket na ng LIKOD KOOOOOOOOO  2. Target Market – type of customers that are focused within the market. 3. Market Need – determine the needs of the market through analysis based on research conducted. 4. Competition – determining the competitor’s Identify the Market Problem positioning and describing their strengths and 1. Existing customers: People who have already weaknesses. purchased your product. Module 2.2: Product: Its Nature and Sustainability 2. Prospects: People who have not yet purchased your product but are considering it. 3. Target market users: People in your target market who are not currently looking for a solution. Tips on Identifying Market Problem 1. Focusing only on innovation and competition. 2. Focusing only on the customer. 3. Focusing only on revenue. Problem-Identified Research 1. Brand Image is the impression in the consumers’ 1. Tangible products (Actual) – basic physical mind of a brand’s total personality. It developed appearance which can be a service or idea having over time through advertising campaigns with a precise specifications and is offered under a consistent Ideas, this is authenticated through the given/specified description or model number. consumers’ direct experience. 2. Augmented product – includes the image and 2. Market Characteristics describes attributes of the service features of a certain entity. It gives on the buyers in making decision related to purchasing a intangible benefits that the customer will be certain product. getting from buying the product. 3. Market Potential is the estimated maximum total 3. Generic product (Core) – emphasizes the impact sales revenue of all suppliers of a product in a of the product to the consumer, not the seller. This market during a certain period. will signify the purpose of its existence and the 4. Market share is a percentage of total sales volume primary objective in creating the product. in a market captured by a brand, product or company. Types of Products Tangible products Problem-solving Research - Durable goods – physical products that are 1. Distribution Research: determining how to used over a long period of time. transfer the product from the manufacturer to - Non-durable goods – physical products that ultimate user. are quickly and easily consumed or worn out. 2. Market Segmentation: Grouping customers by Services – intangible products similar characteristics or similar purchase - Rented-goods services – consumer rented behaviors. facility. 3. Pricing Research: determining the ideal price for - Owned-goods services – repair and the product. Setting the price for the product is maintenance services rendered. one of the most important marketing steps. - Non-goods service – personal service 4. Product Research: testing the new or revised products or completing test marketing. Types of Consumer Products 5. Promotional Research: determining the best Consumer Products are goods and services research in the area of disseminating information. destined/produced for the final consumer for personal, family, or household use. Market Analysis – is a quantitative and qualitative Convenience Products are purchased with the assessment of a market ability to respond positively. minimum or less effort because the buyer has knowledge of product characteristics prior to How to do a Market Analysis shopping. 1. Demographic and Segmentation - Staples – low priced items that are routinely - Demographic – statistical characteristics of purchased on a regular basis. human population. - Impulse – items that the consumer does not - Segmentation – process of dividing into plan to buy. segments with similar characteristics. Shopping products are products that the consumers acquire through further knowledge Made by Resa: Ang saket na ng LIKOD KOOOOOOOOO  and information in order to make final purchase 3. Easy to pronounce. decision. 4. Easy to spell. - Attribute-based shopping products – provide 5. Related to the product. customers with information and evaluated product features, performance. Product Life Cycle describes a product’s sales, profits, - Price-based shopping – enables customers to customers, competitors, and marketing emphasis from its judge product attributes. beginning until it is removed from the market. Specialty Products - these are items with Stages of Product Life Cycle particular brands and stores to which consumers 1. Product Development New Product Planning are loyal and ready to exert special effort. Process Involves a series of steps: Unsought Products - are products or services that Idea generation – searching and looking consumers are either not aware of the brand for new products or business existence or have awareness of the brand opportunities. however not usually considering buying it. Idea Screening – most feasible and practical ideas to develop. Industrial Products are goods or services purchased for Concept Testing – feedback from the use/consumption in the production/manufacturing of other consumer. goods or services, in the operation of a business or for Marketing strategy and Development resale to other customers. stage – develop a marketing strategy Categorized As: based on the tested and treated new 1. Accessory equipment (capital equipment) product concept. 2. Raw materials (materials and parts) Business Analysis – review of market 3. Industrial or operating supplies factors, revenues, cost, trends and profit. Product Development – converted into New Product Development Process Consist of two sets: tangible form – prototype product is Internal – looks at the company’s objectives and being designed and produced (product resources. construction, packaging, branding, External – looks at the customer’s needs and product positioning, and consumer wants. attitude and usage testing) Test Marketing – involves selling a fully Product Satisfying Features developed product in a selected city – 1. Design checks the product’s marketability. 2. Product colors Commercialization – involves the actual 3. Product quality – features and attributes of a marketing of the product in the target product or service. market, the new product is assumed to 4. Product warranties – state where the buyer is be ready for the national launch. assured that the product meets the 2. Introduction specifications stated in the product. Introduced into the marketplace and the objective is to generate customer Establishing Products and Services interest. 1. Branding – refers to name, term, signs, symbols, Includes research and development, designs, or combinations of these which serve as market testing, and launching of the identification of the products, services, or product. institutions. 3. Growth 2. Packaging – pertains to the process of designing Expand distribution and the range of and producing containers or wrappers for available product alternatives. products. Characterized by having sales increase at 3. Labeling – simple tags to intricate graphics, label a fast rate. plays a vital role in creating an identity to the 4. Maturity brands. It serves as identification or ID card of the Companies try to maintain lower price, brand. better product features for as long as 4. Product support service – essential in building possible and it is the stage when sales are healthy relationships with customers. near their peak. However, the rate of growth is gradually going down. Best Product for Market Need (Tips for Choosing This may be a result of having new Business Name) competitors in the market. 1. Easy to recall or remember. 2. Pleasant meaning creates pleasant feelings. Made by Resa: Ang saket na ng LIKOD KOOOOOOOOO  5. Decline - This step of qualifying a business idea is falls as substitutes and new competitors determining who will be buying your product enter the market. or service. Final stage of the cycle. The sales of the - The company needs to create a picture of the brand begin to fall, and the profits of the ideal customer. company start to drop. - Consider factors such as age, gender, Extending the Life of the Product by Strategizing the education level, income, and location. Then it Marketing Mix can narrow down the picture of the ideal 1. Using advertising and promotional tools customer the better. 2. Reducing the price of the product 2. Know What Makes the Product/Service Different 3. Develop products by adding new value. - During the research, the company will 4. Discover new markets. probably discover that there are other 5. Redesign packaging businesses already offering the same or similar products and services to the target Module 2.3: Unique Selling Proposition market. - It identifies what makes the business Unique Selling Proposition (USP) a marketing strategy that different, and why the target clients should focuses on a product’s special feature, one that is not choose over the competitors. carried by any other product or special offerings, bonuses - The company USP can be a very effective tool and promos, to entice consumer interest and attention. that helps define the brand and make the business memorable. USP Strategy can Increase Sales 3. Research the Competition 1. Sympathize with your customer’s needs. - The company needs to know who the ideal - Entrepreneurs focus solely on their product or customer is and also needs to know who the service and not giving priority to the head of that particular department is. customer’s needs, considering that they must - This is why it is really important to get an idea be satisfied. of who your competitors are before you move 2. Determine price as a factor to obtain sales. ahead with your business idea. - Entrepreneurs must be aware of the 4. Conduct a Financial Feasibility Analysis competitors’ price so as to adjust to the cost - This is the guide in conducting a financial of production just to maintain quality. analysis that will help the company get started 3. Consider what motivates your customer. gathering financial data. - Study the customer demographics, such as - The company will want to make sure and age, gender, ethnic group, income and consider all potential capital sources, while geographic location which most businesses thinking how the company can bootstrap and collect to analyze their sales trends. The data limit the investment needed. collected can be used as motivational fact. 4. Expose the primary reasons why customers are Value Proposition is a promise of value to be delivered and buying the product. recognized. It is also a belief from the customer how value - As your business grows, you will be able to (benefit) will be delivered and experienced. A value ask your best source of information: your proposition can apply to an entire organization, or parts customers. You will be surprised how honest thereof, or customer accounts, or products or services. people are when you ask how you can improve your service. The Value Proposition Builder Model states six stages to 5. Unique personalities in your industry leverage. the analysis: - It may seem strange to assess an industry on 1. Market – analyzing and identifying the market the basis of personality but hear me out. segments, or specific clients, or target individuals Certain industries carry an underserved within those clients for whom the solution has the reputation that distorts how outsiders view potential to deliver value and profitably. them, often for the worse. 2. Analyze and define the value experience that 6. Develop personal involvement. clients get from the organization and its current - Sellers must consider every transaction a activities. It should need to define good, bad and chance to reach out to attain customer delight neutral undertakings. The effectiveness of the not just satisfaction. value proposition depends on gathering real customer prospect or employee feedback. How to Write a Unique Selling Proposition (USP) 3. Define offering mix capable of leveraging the 1. Identify a Target Market proven value experience with the defined target market group. Made by Resa: Ang saket na ng LIKOD KOOOOOOOOO  4. Assess the benefits of the offerings in the Step 1. Develop Customer-Focused Business Strategy context of the experience the company are able to Step 2. Listening to the various customer complaints deliver to the market group. There is a cost Step 3. Learn how to identify customer segments component of benefits here which includes price Present findings to participants and customer risks, enabling the calculation of the - Customers have needs and requirements. A value where Value = Benefits minus Cost. customer need establishes the relationship 5. Analyze the alternatives and differentiation. between the organization and the customer. What alternative options does the market have to - Requirements are those characteristics that the product or service? determine whether or not the customer is 6. Ensure with relevant proof and check if there is happy. substantiate value proposition in place. Target market can be defined as the potential buyer of the Customers Want Excellent Self-Service product. Business sectors identify and describe them as Customers most commonly begin using self-service to the ultimate and final users of the product. perform their tasks. They expect that the company can complete their work quickly, efficiently, and effectively Business-to-business markets include: through websites. 1. Target market 2. Frequency of product purchase Requirements - are those things ordered by the customer 3. Tendency for replacement needs versus or supplier satisfy them? It is often helpful to understand expansion purchasing process. the relative priorities of different requirements that make 4. Estimates of market size, initial targeted the most impact. geographic area, enterprise’s targeted market share. Expectations - customers often have expectations of the output or the performance of the process. They may not Business-to-consumer markets include: be expressed explicitly but are worth knowing as they can 1. Demographic factors, such as income level, age significantly affect perceptions of your performance. range, gender, educational level, ethnicity of the target market. Customer Requirements - these are characteristics and 2. Psychographic factors of the target market specifications of a good service as determined by a 3. Behavioral factors such as frequency of product customer. purchase and shopping behavior of the target 1. Understanding the requirements of the customers market. and markets. 2. Comparing them with the standard operation rules Categories of Consumer and performance. 1. Price Shoppers – This group is interested in the 3. Analyzing the feasibility of new requirements not best deal for a product. They are commonly called currently implemented. PRAKTIKAL and price conscious. 4. Deploying agreed upon requirements. 2. Brand-Loyal Customers – This group believes that 5. Monitoring trends for upcoming demands and their present brands are superior to others and aligning systems to satisfy them. are willing to pay fair prices for products just to acquire them. Service providers must understand not only how to fix 3. Status Seekers – People who are interested in the equipment, but also how to fix the customer. As a prestigious or called (signature) brands or known result, most successful services providers will typically product categories and willing to pay at any price. be: 4. Service or Feature – This group seeks a high value 1. Speaking the same language as their customers on customer service and product features and will 2. Knowing the appropriate individuals to deal with pay for them. respect. 5. Convenience Shopper – People who value nearby 3. Understands how the customer is using the locations, long store hours and are willing to pay equipment. for easier shopping. 4. Understand the total costs that the customer perceives. Module 2.4 5. Preparing to change along with the customer’s Customer-Focused Business Strategy evolving needs. It delivers different services to different customers based on how unique the customers are. Being customer Market Size is the number of individuals in a certain focused puts you in a better position to help your market who are potential buyers and/or sellers of a customers, in an honest way. product or service. Made by Resa: Ang saket na ng LIKOD KOOOOOOOOO Estimation of Market Size: Business and Marketing 3. Organizational design and critical employee skills Planning for Start-ups Sizing the market is a necessary task for business and Validate Customer-Related Concerns marketing planning, and budgeting for all start-ups, Market Research especially those that seek third-party financing such as - It is the process or sets of multiple activities venture capital. that link the marketing organization with its Step 1. Define the target customer. customers through information gathering and Step 2. Estimate the number of target customers. analysis. Step 3. Determine the penetration rate. - It specifies information required to address - Penetration rate - tells you how many people various issues present in the successful have purchased your product or service marketing of products or services. relative to the market size. - It is systematically designed to collect the Step 4. Calculate the potential market size: Volume and needed information and is made as Value springboard for careful analysis and - Market Volume – find the potential market interpretation of marketing data which will volume. help generate conclusions in the solution of o Market volume = No. of target marketing problems. customers x Penetration rate o Example: The number of target Step 1: Define the Problem or Opportunity customers is 1,000 and the Step 2: Develop Your Research Plan penetration rate is assumed to be Step 3: Collect Relevant Data and Information 50%, MVolume = 1,000 schools x Step 4: Analyze Data and Report Findings 50% = 500 stores Step 5: Take Action - Market Value – monetary value of the market - Sampling Technique – size of the population, (price expectations) the study of population, margin of error, type o Market Value = Market Volume x of technique of sampling used, etc. Average Value - Respondents of the study – person who o Example: Assume each sale of a replies to something such as a survey or set school will yield an average value of of questions. 2 million. Find the market value: - Sources of Data MValue = 500 schools x 2 million = 1 o Primary sources billion o Secondary sources Step 5. Apply the market-size data. - Method of Gathering - At the time – make the first estimate, examine o Observation is most widely used in each assumption to make and what would studying behavior. cause it to change. o Interview o To factor in the risks of change, o Survey or Focus group discussion calculate best case and worst-case (FGD) scenarios in addition to the expected scenario. Module 3.1: Product and Place - Over time – monitor the accuracy of the initial assumptions and whether the need to modify them. o Market size in broad terms is the value or volume of market. It analyzed or estimated on the basis of several parameters for an ease to study the market. o Market size of a particular sector or industry is important for all the components of the value chain in that industry. Understanding the Market Potential The company must seek external financing, understanding Marketing mix – strategy in choosing and implementing the market potential is essential for a range of different the best possible course of action to attain the strategic decisions, in areas such as: organization’s long-term objectives and gain customer 1. Product development bonding and competitive advantage profitably. 2. Partnering and distribution Made by Resa: Ang saket na ng LIKOD KOOOOOOOOO The marketing mix is a widely accepted strategic Strategies for Mature Products marketing tool that combines the original 4Ps (product, 1. Develop new uses or functions and new purposes place, price, promotion) with the additional 3Ps – people, for products. physical, and process – in formulating marketing tactics 2. Develop new or add latest product features. for a product or service. 3. Find new classes of consumers new potential markets. A product is any physical good, service, or idea that is 4. Find new classes of consumers for modified created by an entrepreneur or an innovator in serving the products. needs of the customers and addressing their existing 5. Increase product use for new product users. problem. 6. Change marketing policies or strategy. - It can be offered for satisfaction. - May be an idea, a physical entity (good), a Marketing Strategy Possess one or more competitive service, or may combination of the three. advantages that it can leverage in the market in order to meet its objectives. Price is the peso value that the entrepreneur assigns to a certain product or service after considering its costs, Four Principles of Positioning Strategy (Jack Trout) competition, objectives, positioning, and target market. 1. Must establish position for firm or product in minds of customers. The place refers to a location or the medium of 2. Position should be distinctive, providing one transaction. In a physical location, must research about simple, consistent message. the area’s population, the traffic, the people’s common 3. Position must set firm/product apart from paths, their buying behavior, and their preference for the competitors. location. 4. Firm cannot be all things to all people – must focus. Promotion involves presenting the products or services to the public and how these can address the public’s needs, Uses of Positioning in Creating Competitive Advantage wants, problems, or desires. The major goal of promotion 1. Understand relationships between products and is to gain attention. markets – evaluate product’s ability to meet consumer needs/expectations.’ 2. Identify market opportunities – introduce, redesign, eliminate non-performing products. 3. Product strategies - Breadth strategy – reaching multiple segments with single product. - Depth strategy – serving one segment with multiple products. - Tailored strategy – customizing products for each segment. 4. Positioning – determine who you are in the market, decide who you want to be. Product strategy is often called the roadmap of a product and outlines the end-to-end vision of the product and what Channel of Distribution – made up of people or the product will become. organizations involved in the distribution process. Channel members may either be manufacturers, service providers, Three-level concept of products or services summarizes wholesalers, retailers, or consumers. the reasons that a customer decides to buy a product or avail of a service: Common Distribution Channels Level 1: Core Benefits of the Product or Service 1. Direct sale is when the company/firm plans are to - The core-benefits of a product or service are move goods directly to the ultimately users. the major factors why a customer buys a 2. Original equipment manufacturer sales involve product or avails of a service. selling a manufactured product which is later sold Level 2: Physical characteristics of the product or service as a finished product to the end user. - the second layer of selection which has better 3. A manufacturer’s representative is a wholesaler packaging for products or better physical employed by one or several producers and paid evidence or customer experience for on a commission basis according to quantity sold. services. 4. Wholesalers are channel members that sell to Level 3: Augmented benefits of a product or service retailers or other agents for further distribution - Augmented benefits are only additional through the channel until they reach the final benefits a customer will still get. users. Made by Resa: Ang saket na ng LIKOD KOOOOOOOOO  5. Brokers are distributors who buy directly from 2. Broad price policy - Links prices with the target distributor or wholesaler and sell to retailers or market, image, and other marketing elements. It end users. makes sure that pricing decisions are coordinated 6. Retailers are the ones who sell directly to from other sellers. customers in the store. They buy product without - Penetration pricing – uses low prices to any intermediaries or middlemen. capture customers. 7. Direct mail includes printed materials used in a - Skimming pricing – uses high prices to attract targeted campaign to consumers. These are sent market segment which concerned with directly to consumers. These include catalogs, product quality, status. letters, e-mail and other direct appeals. 3. Price strategies - Ways or some actions to accomplish the goals and objectives of the Basic Types of Channel Distribution company in gaining profit. 1. Direct channel distribution – transfer or - Cost-based price strategy – sets prices by movement of goods and services from computing costs, expenses. manufacturer to final user or customer without - Demand-based price strategy – sets prices the intervention of independent middleman after researching consumer desires. 2. Indirect channel distribution – transfer or - Competition-based price strategy – sets movement of goods or tangible products and prices in relation to the competitors. services or intangible goods from manufacturer 4. Implementing price strategy - Firm readiness to or producers to independent intermediaries to sell the product which would be effective if given customer. an attractive price strategy. - Customary pricing – price is maintained over Intensity of Channel Coverage an extended period of time. 1. Exclusive distribution – limited number of - Variable pricing – price responds to costs middlemen used in a geographic area. fluctuations or differences in demand. 2. Selective distribution – organizing a moderate - One-price policy – set one price for all number of wholesalers or retailers. products available for sale even though they 3. Intensive distribution – organizing a large number differ from design, of middlemen that are used to obtain widespread - Flexible pricing – based on customer’s ability market coverage and channel acceptance. to negotiate or buy power of the customer, - Odd pricing – uses odd numbers to attract Physical Distribution – covers the broad range of activities customers. in connection with the efficient delivery of raw materials, - Price-quality association – instilled that parts, semi-finished items, and finished products to having a high price contain high quality designated places and designated times and in proper materials. conditions. - Prestige pricing – follow the price floor and Transportation ceiling set by the government. Inventory management - Leader pricing – selling key items at low Warehousing prices to gain consumer loyalty within its Retailing product line. - Multiple-unit pricing – offer discounts to Module 3.2: Customer Requirements, Market Size & consumers for buying in large quantities. Market Research - Price lining – sells two models of different quality and features at different prices k. Price Price is the peso value that the entrepreneur assigns to a bundling – offers a basic product and service certain product or service after considering its costs, for one total price. competition, objectives, positioning, and target market. It - Unbundled pricing – sells individual is the only P in the 7Ps that generates revenue for the components and allows customer to decide business. what to buy. - Geographic pricing – prices are set depending Five Steps in Developing a Pricing Strategy on the distance of the buyer to the seller. 1. Objective - Terms of payment – price agreements - Sales Based – the firm is interested in sales including discounts, timing of payments and growth or maximizing market share. credit agreements. - Profit Based – the firm is interested in 5. Price adjustments - Changes in cost, competitive maximizing profit, earning a satisfactory. conditions and consumer demand. - Status Quo Based – maintain a good image to the community by creating projects that protect its welfare and goodwill. Made by Resa: Ang saket na ng LIKOD KOOOOOOOOO Pricing Strategy - Factors to consider: Promotion Strategy 1. The customer’s perception of value of the kind of 1. Advertising Aspects business firm. - Advertising budget 2. The costs involved such as overhead, storage, - Positioning message financing, production, and distribution. - First year media schedule 3. The profit objectives of the firm 2. Public Relations – detailed presentation of the publicity strategy of the firm. Factors that Influence Price Determination 3. Sales promotion – means used to support the 1. Internal organizational factors – marketing sales message like special sales, coupons, objectives, marketing mix strategy and the cost- contests, etc. plus pricing strategy. 4. Personal sales – present the sales strategy which 2. External factors – market demand, competitors’ includes pricing procedures, rules on returns and strategy and the economic and social concerns. adjustments, etc. Promotion involves presenting the products or services to People - Can be considered as product by providing the public and how these can address the public’s needs, satisfaction to the consumer. These are celebrities, model, wants, problems, or desires. The major goal of promotion artist, dancer, singer and the like. is to gain attention. P – provide a pleasant working environment - Promotional mix – combination of strategies R – Recognize, reward and reinforce the good to accomplish the promotion objectives of an behavior organization. I – involve and participate in the activities and - Promotional Mix Tools – refer to the entire set programs. of activities, which communicate the D – Develop Skills and attitude products, brand or service to the user. E – Evaluate and Measure Performance o Advertising – paid, non-personal communication regarding goods, The following tips can help someone to become services, organizations, people, successful in networking career: places and ideas that is transmitted 1. Be humble and confident when healing with through various media by business others. firms, government, etc. Paid form of 2. Remember, both of you are important in the communication. meeting. ▪ Define the key product or 3. Make the first meeting successful, Remember company strengths. first impression last. ▪ Define the means or media 4. Share information to create understanding. that will be used. 5. Praise other people, avoid being arrogant. ▪ Explain or justify what media 6. Let other people share, do not monopolize a was chosen to be the most conversation. cost-effective. 7. Thank someone. - Publicity/Public relations – non-personal 8. Ask for referrals. communication regarding goods, services, 9. Bring the best ideas, avoid talking nonsense or organizations, people, places and ideas that is junk ideas. transmitted through various media but not 10. Be conscious of time, some people are busy. paid by an identified sponsor. - Personal selling – involves oral Network Marketing communication with one or more prospective - Founded the fastest way to accumulate buyers by paid representatives for the wealth. purpose of making sales. - The concept is used to penetrate the market - Sales promotion – involves paid marketing as fast as possible without entailing expensive communication activities that stimulate marketing costs. consumer purchases and dealer effective. - Spread by word-of-mouth. The Selection of a Promotion Mix Depends on Several The marketing mix helps you define the marketing Variables: elements for successfully positioning your market offer. 1. Product Life Cycle 2. Company Characteristics 3. Relations with Middleman Made by Resa: Ang saket na ng LIKOD KOOOOOOOOO Module 3.3: Packaging, Positioning, and Branding must be well informed about a new product – Packaging is how the product or service is presented to what it is, what it can do, what makes it better than customers. It is the overall identification (look and feel) of others, and who should buy it. the product of service. Servicescape is used to refer to the overall ambiance of Market Positioning the place where the service is performed. Developing a product and brand image in the minds of consumers. Packaging of the Product It can also include improving a customer’s 1. It should be properly designed to attract customers. perception about the experience they will have if 2. A package is the container or the wrapper of the they choose to purchase a company’s product or product. service. 3. Packaging is a business function that must not be The marketing department creates an image for taken for granted. the product based on tis intended audience. 4. The package gives significant and different This is created through the use of promotion, advantages over other products in the market. price, place, and product. The end result of positioning is the creation of a Purpose of Packaging market–focused value proposition – reason why 1. To protect the product on its way to the customer. It the target market should buy the product. prevents tampering or adulterating the product while 1. Innovator/Leader vs. Follower in storage or in the warehouse. 2. Domestic vs. International/Global 2. To provide protection after the product is purchased. 3. Quality vs. Price 3. It becomes part of the company trade marketing program. Product Branding 4. It becomes part of the company marketing program. A brand is a name or mark that is intended to identify the seller’s product and differentiate it Desirable Packaging Appearance from the product of the competitors. 1. It should be environment friendly. A brand mark is the part of the brand that appears 2. It should be durable and maintain quality after in the form of symbols designed in distinctive using. lettering or colors. 3. It must protect the design, color, taste and smell of the product. Advantage of Branding 1. Brands make it easy to identify the product or Criteria for Choosing Packaging Materials service. 1. Protection 2. It assures the buyer that they get the same quality 2. Display Value of products. 3. Cost 3. It reduces price comparison. 4. Convenience 5. Size Selecting A Good Brand Name 1. It should suggest about the product or service. Packaging Strategy 2. It must be easy to pronounce and remember. 1. Family packaging 3. It must be simple and short. 2. Reuse packaging 4. It must be distinct or different from others. 3. Multiple packaging Branding Strategies Positioning - Refers to how the firm differentiates their 1. Producer’s Strategy – employed by product product or service from those of the competitors and manufacturers that dominate the greater market serves a niche. due to the superiority of their product. 2. Middleman’s Strategy – called as co-branding Product Positioning where the producer and sole distributor carry the The entrepreneur must create an image for the brand name of the manufacturer and that of the public presenting how they want to position the middlemen. product. The customers/target market must be well Advantage of co-branding informed about a new product what it is, what it 1. It creates broader customer appeal. can do, what makes it better that other product, 2. It develops greater brand equity. and who should buy it. 3. It expands the middlemen brand in the market. Create an image to the public presenting how they want to position the product. The target market Made by Resa: Ang saket na ng LIKOD KOOOOOOOOO Disadvantage of co-branding 1. Coordination is oftentimes difficult with the producer and the middlemen. 2. It entails legal contracts which can be complex and difficult. dis Made by Resa: Ang saket na ng LIKOD KOOOOOOOOO Module 1.1: Nature and Characteristics of Quantitative Research Disadvantages of Quantitative Research Advantages of Quantitative Research Made by Resa: Ang saket na ng LIKOD KOOOOOOOOO  recorded data are very vital for any test of efficacy. Lesson 1.2: Classifications of Variables Classification of Variables 1. Numerical Value – variables with values that describe a measurable numerical quantity and answers the question “how many” or “how much.” Continuous Variable – can assume any value between a certain set of real summers. Module 1.1: Importance of Quantitative Research 1. Education Discrete Variables – variable that can only - Quantitative research can be used in assume any whole value within the limits of the given variables. measuring the level of performance of students and teachers. 2. Categorical Variables – variable with values that - Can be used to assess the effectiveness of can describe a quality or characteristics of a data unit like “what type” or “which category.” methods used in school, programs conducted, and satisfaction in among Ordinal variables – can take a value which can be logically ordered or ranked. stakeholders. Nominal variables – variables whose 2. Business values cannot be organized in a logical - Quantitative research can be used to improve sequence. marketing strategies. - Can be used to make informed decisions on Dichotomous variables – these represent how to move forward with a particular only two categories. Polychotomous variables – have many product or service. - Largely utilized in product development and categories. marketing campaigns. 3. Experimental Variables – variables that researchers carefully control or manipulate. 3. Medical and Allied Health Services - Healthcare procedures, routines, and other Independent Variables – “the cause” systems should be based on the result of variable that manipulates. Dependent Variables – “the effect” scientific investigation. - Some basis of good medical treatment and variable that is being manipulated. Discrete Variables – “the mediator” intervention: rate of recovery, number of variable that intervenes. Also known as patients, efficacy of drugs, medicines, and the covariate variable. vaccines 4. Non-experimental Variable – variables that the 4. Science & Technology - During experiments on new devices, researchers observe in their natural state. interventions, discoveries, and innovations, Made by Resa: Ang saket na ng LIKOD KOOOOOOOOO  Predictor Variable – change the other Hazards, penalties, and handicaps – These are variables in a non-experimental study. determined by the researcher’s physical and Criterion Variable – usually influenced by intellectual capacity and moral judgment. the predictor variables. 5. Variables according to the number being studied. Univariate Study – only one variable being studied. Bivariate Study – two variables are being studied. Polyvariant Study – more than two variables are being studied. Module 2: Designing a Quantitative Research Considerations in Formulating Research Problems 1. External Criteria – These refer to factors or qualities that go beyond the researcher’s personal qualities or attributes that affect his or her study. Novelty – The topic must not have