ABM 006 Principles of Marketing - PHINMA Education PDF

ABM 006 Principles of Marketing This document and the information thereon is the property of PHINMA Education  PHINMA University of Pangasinan PHINMA Education...

ABM 006 Principles of Marketing This document and the information thereon is the property of PHINMA Education  PHINMA University of Pangasinan PHINMA Education Course Syllabus PEN Code: ABM006 Course Credit: 4 units PEN Subject Title:Principles of Marketing Prerequisite: ABM001 A. Subject Description This course aims to provide students with a comprehensive understanding of the fundamental principles of marketing, including the concepts of product, price, promotion, and place, as well as consumer behavior and market research. By the end of the course, students will be able to apply these concepts to real-world marketing scenarios, develop effective marketing strategies for products and services, and evaluate the effectiveness of marketing campaigns. Additionally, students will gain an understanding of the ethical considerations involved in marketing and the importance of sustainability and social responsibility in the marketing process. Through lectures, case studies, and hands-on activities, students will develop the critical thinking, analytical, and communication skills necessary to succeed in the dynamic field of marketing B. Objectives 1. Exhibit a deep understanding of marketing principles and goals, as well as both traditional and digital approaches to marketing 2. Write a comprehensive marketing plan that effectively communicates marketing objectives, strategies, and tactics 3. Apply the concepts of SWOT and PESTLE Analysis to understand the Marketing Development C. Subject Outline and Time Allotment Lesson/Mo Remarks DAY Required Module Components dule 1 Module 0 ORIENTATION IN 2 Module 1 Introduction to Marketing OUT 3 Module 2 Principles of Marketing IN 4 Module 3 Goals and Objectives of Marketing OUT 5 Module 4 Traditional and Contemporary Approaches to Marketing IN 6 Module 5 Customer Relationship Management OUT 7 Module 6 1ST ACHIEVEMENT TEST IN 8 Module 7 Market Analysis, Consumer Analysis and Customer Value OUT 9 Module 8 Strategic Marketing versus Tactical Marketing IN 10 Module 9 The Marketing Environment and Its importance OUT 11 Module 10 Marketing Plan and Identifying its steps IN 12 Module 11 FIRST PERFORMANCE TASK IN 13 Module 12 Consumer and Business Markets OUT 14 Module 13 1ST QUARTERLY EXAMINATION IN 15 Module 14 Marketing Segmentation, Targeting, Positioning (STP) OUT Managing the Market Analysis - Strength, Weakness, Opportunities, 16 Module 15 Threats (SWOT) IN Developing Marketing MIx: 17 Module 16 Nature and Types of Product OUT 18 Module 17 Nature and Types of Price IN 19 Module 18 Nature and Types of Promotion OUT 20 Module 19 2ND ACHIEVEMENT TEST IN 21 Module 20 Nature and Types of Distribution (Place) OUT Market Analysis: Company's Situation, Competitors and Consumer 22 Module 21 (3C's) IN 23 Module 22 Marketing Control and Implementation OUT  Create Marketing Plan - Part 1 IN 1. Organization's Goals, Objectives, Vision and Mission 2. Customer Relationship Management 24 Module 23 3. Market Analysis 4. Competitors Analysis 5. Customer Analysis 6. Marketing Environment Create Marketing Plan - Part 2 OUT 1. STP Analysis 2. SWOT Analysis 25 Module 24 3. 4P's of Marketing 4. 3 C's of Market Analysis 5. Marketing Control and Implementation 26 Module 25 2ND QUARTERLY EXAMINATION IN D. Textbook E. Other References F. Grading System The 1st Quarter and 2nd Quarter Grade are computed as follows: FINAL GRADE = Final Grade (FG) = (Q1 * 0.50) + (Q2 * 0.50) QUARTERLY GRADE: Written Work 35% Performance Task 40% Quarterly Assessment 25% TOTAL 100% G. Contact Information Instructor : __________________________________ Contact Number : __________________________________ Email add : __________________________________ Dean’s Name and Signature : __________________________________  ABM 006: Principles of Marketing Module #1 Student Activity Sheet Lesson title: Orientation Day Materials: Learning Targets: Student Activity Sheets At the end of the module, students will be able to: 1. Overview of Flexible Learning References: 2. Discuss the Overall view of the Topics and Outline of the Course Program 3. Discuss the Classroom Policies and Guidelines I. OVERVIEW OF FLEXIBLE LEARNING What is the Flexible Learning Setup? The Flexible Learning Setup is a combination of face-to-face classes and home-based learning. For the school year 2022, we will follow the 4-10 schedule, which means: students will attend face-to-face classes four 4 days a week and study at home for the next 10 days The primary instructional material for the flexible learning setup is the Flexible Learning Module. The learning experiences in the modules are designed for full self-study in the event that students will need or be required to stay home. The topics for the semester may be reduced by 25-50% provided that the course outcomes focus on depth of understanding and performing the skills necessary for employment and board exams. II. MODULE DESIGN Here’s a quick look at the design and different parts of the module. The suggested time allotments may be adjusted. For example, some modules may allot longer time for presenting the content since it’s an introductory lesson Suggested Time Allotments Parts of the Module LESSON PREVIEW/REVIEW (10 mins) 5 mins Introduction 5 mins Activity 1: What I know Chart MAIN LESSON (40 mins) 13 mins Activity 2: Content 20 mins Activity 3: Skill Building (with answer key) 2 mins Activity 4: What I know Chart, Part 2 5 mins Activity 5: Check for Understanding (with answer key) This document is the property of PHINMA EDUCATION  ABM 006: Principles of Marketing Module #1 Student Activity Sheet LESSON WRAP UP (10 Mins) 5 mins Activity 6: Thinking about Learning FAQs (Frequently Ask Questions) Key to Corrections III. SYLLABUS AND CLASS SCHEDULE A. Course Description: The course deals with the principles and practices in marketing goods and services. It also focuses on the development of integrated marketing programs that will help grow businesses. B. Course Objectives: At the end of the course, you should be able to: 1. Recognize the importance of marketing in an organization, how marketing relates to other business functions, and the role of marketing in society at large. 2. Select, analyze and define a target market for a selected product or service. 3. Develop a marketing plan or strategy for a product or service (e.g., company objectives, marketing objectives, target market(s), advertising, pricing, distribution, product/ service development, evaluation of competitors, contingency plans, budget, etc.) 4. Evaluate/analyze the marketing strategy for an existing product and/or services. Know the basic marketing concepts and theories C. Subject Outline and Time Allotment DAY Lesson/Module Required Module Components 1 Module 1 ORIENTATION 2 Module 2 Introduction to Marketing 3 Module 3 Principles of Marketing 4 Module 4 Goals and Objectives of Marketing 5 Module 5 Traditional and Contemporary Approaches to Marketing 6 Module 6 Customer Relationship Management 7 Module 7 1ST ACHIEVEMENT TEST 8 Module 8 Market Analysis, Consumer Analysis and Customer Value 9 Module 9 Strategic Marketing versus Tactical Marketing 10 Module 10 The Marketing Environment and Its importance 11 Module 11 Marketing Plan and Identifying its steps 12 Module 12 FIRST PERFORMANCE TASK This document is the property of PHINMA EDUCATION  ABM 006: Principles of Marketing Module #1 Student Activity Sheet 13 Module 13 Consumer and Business Markets 14 Module 14 1ST QUARTERLY EXAMINATION 15 Module 15 Marketing Segmentation, Targeting, Positioning (STP) Managing the Market Analysis - Strength, Weakness, 16 Module 16 Opportunities, Threats (SWOT) Developing Marketing MIx: 17 Module 17 Nature and Types of Product 18 Module 18 Nature and Types of Price 19 Module 19 Nature and Types of Promotion 20 Module 20 2ND ACHIEVEMENT TEST 21 Module 21 Nature and Types of Distribution (Place) Market Analysis: Company's Situation, Competitors and 22 Module 22 Consumer (3C's) 23 Module 23 Marketing Control and Implementation Create Marketing Plan - Part 1 1. Organization's Goals, Objectives, Vision and Mission 2. Customer Relationship Management 24 Module 24 3. Market Analysis 4. Competitors Analysis 5. Customer Analysis 6. Marketing Environment Create Marketing Plan - Part 2 1. STP Analysis 2. SWOT Analysis 25 Module 25 3. 4P's of Marketing 4. 3 C's of Market Analysis 5. Marketing Control and Implementation 26 Module 26 2ND QUARTERLY EXAMINATION D. Grading System The 1st Quarter and 2nd Quarter Grade are computed as follows: FINAL GRADE = Final Grade (FG) = (Q1 * 0.50) + (Q2 * 0.50) QUARTERLY GRADE: Written Work 35% Performance Task 40% Quarterly Assessment 25% TOTAL 100% This document is the property of PHINMA EDUCATION  ABM 006: Principles of Marketing Module #1 Student Activity Sheet IV. CLASSROOM POLICIES: A. INSIDE THE CLASSROOM Seat plan should be followed Maintain cleanliness in the classroom No eating during class Assign Classroom Officers B. DURING CLASSES Proper uniform should be worn inside the school premises at all times No loitering during class Using of gadgets should be educational purpose only Black and Blue pen should be used in answering student’s module C. DURING EXAMS No erasure policy Cheating is not allowed. Once caught, the student will be given a disciplinary action This document is the property of PHINMA EDUCATION  ABM 006: PRINCIPLES OF MARKETING Module #2 Student Activity Sheet Name: _________________________________________________________________ Class number: _______ Section: ____________ Schedule: ________________________________________ Date: ________________ Materials: Lesson title: Introduction to Marketing SAS Learning Targets: At the end of the module, students will be able to: References: 1. Define the basic concepts of marketing. https://nios.ac.in/media/docume 2. Apply the concepts of marketing in given scenarios. nts/srsec335new/335_Mass_Co mmunication_Eng/335_Mass_C ommunication_Eng_L25A.pdf;https://bit.ly/ 3TtFqdT;https://www.investopedia.com/ter ms/f/four-ps.asp A. LESSON PREVIEW/REVIEW Introduction Today is a day to remember. This will be the start of our fun and exciting journey as future marketers. But before we proceed for this session, let’s grasp your prior knowledge about the lesson through answering the pretest prepared below. Do not worry if you do not know the answer. This objectively means that you have little or no prior knowledge about the lesson. B. MAIN LESSON Content Building 1. P_O_U_T 2. P_ _ _E 3. PR_M_ _I_N 4. P_AC_ This document is the property of PHINMA EDUCATION  ABM 006: PRINCIPLES OF MARKETING Module #2 Student Activity Sheet Name: _________________________________________________________________ Class number: _______ Section: ____________ Schedule: ________________________________________ Date: ________________ Creating: process of collaborating with suppliers and customers to create offerings that have value. Communicating: broadly, describing those offerings, as well as learning from customers. Delivering: getting those offerings to the consumer in a way that optimizes value. Exchanging: trading value for those offerings. Marketing Mix - The 4 P’s of Marketing, the four key considerations that must be thoughtfully considered and wisely implemented in order to successfully market a product or service. PRODUCTS- starting a marketing campaign requires understanding the product, its appeal, and unique features that set it apart. PLACE- where the product should be available. PROMOTION- The goal of promotion is to communicate the product's necessity to consumers involving advertising, public relations, and media strategy. PRICE- the amount that the consumers will be willing to pay for product or service. SKILL BUILDING How is the learning process so far? This activity will help you develop more your understanding of today’s lesson. Have fun. Direction: Read each statement below and encircle the letter of the correct answer. 1. What is the process of collaborating with suppliers and customers to create offerings that have value? a. Product This document is the property of PHINMA EDUCATION  ABM 006: PRINCIPLES OF MARKETING Module #2 Student Activity Sheet Name: _________________________________________________________________ Class number: _______ Section: ____________ Schedule: ________________________________________ Date: ________________ b. Price c. Place d. Promotion 2. Which of the following is one of the four key considerations in the marketing mix? a. People b. Production c. Profit d. Promotion 3. What is the goal of promotion in marketing? a. To communicate the product's appeal. b. To determine the product's price. c. To select the product's target market d. To analyze the product's competition 4. Where should the product be available according to the marketing mix? a. In the customer's home b. In the supplier's warehouse c. In a retail store near the customer d. Online only 5. What is the amount that consumers are willing to pay for a product or service? a. Product b. Price c. Place d. Promotion 6. Which of the following is not one of the four P's of Marketing? a. Product b. Place c. People d. Promotion 7. What is the purpose of communicating in marketing? a. To create offerings with suppliers b. To trade value with customers c. To describe and learn from customers d. To optimize the delivery of offerings 8. What does the term "marketing mix" refer to? a. The combination of advertising and public relations b. The four key considerations for successful marketing c. The segmentation of the target market This document is the property of PHINMA EDUCATION  ABM 006: PRINCIPLES OF MARKETING Module #2 Student Activity Sheet Name: _________________________________________________________________ Class number: _______ Section: ____________ Schedule: ________________________________________ Date: ________________ d. The analysis of market competition 9. In the marketing mix, which P focuses on understanding the product's appeal and unique features? a. Product b. Price c. Place d. Promotion 10. Which P of the marketing mix involves trading value for offerings? a. Product b. Price c. Place d. Promotion CHECK FOR UNDERSTANDING This time, let us check your understanding by answering this test. Enjoy! Direction: Identify the following whether if it is a product, place, promotion, or price A. ______ 1. Influencer collaborations ______ 2. App software ______ 3.Tutorial ______ 4. Email ______ 5. Services ______ 6. Shopee ______ 7. On-screen movie theater ______ 8. direct sales ______ 9. discount ______ 10. Fliers B. On a sheet of paper, List down all the products and services offered by PHINMA- Araullo University. What are the marketing strategies used by the company in order to become one of the successful universities in our place? C. LESSON WRAP-UP Q: How important is marketing to a business? A: Marketing is important because it helps you sell your products or services. The bottom line of any business is to make money and marketing is an essential channel to reach that end goal. This document is the property of PHINMA EDUCATION  ABM 006: PRINCIPLES OF MARKETING Module #2 Student Activity Sheet Name: _________________________________________________________________ Class number: _______ Section: ____________ Schedule: ________________________________________ Date: ________________ Q: Is marketing a respected degree? A: Marketing is a good major because it's extremely versatile and can lead to a variety of high paying, in-demand careers, with great job satisfaction and opportunities for ongoing education Thinking about Learning I want you to honestly assess your learnings for today’s lesson. This will tell you to go back or move. Place a / below Description Explanation Clear I got it! Cloudy I understand it for the most part, but a few things are still unclear. Confusing I don’t get it at all forward to the next lesson. This document is the property of PHINMA EDUCATION  ABM 006: PRINCIPLES OF MARKETING Module #3 Student Activity Sheet Name: _________________________________________________________________ Class number: _______ Section: ____________ Schedule: ________________________________________ Date: ________________ Materials: Lesson title: Principles of Marketing SAS Learning Targets: At the end of the module, students will be able to: References: 1. Identify the different principles of marketing. https://coschedule.com/marketing-strateg 2. Demonstrate the principles of marketing using y/marketing-goals roleplaying or mini skit A. LESSON PREVIEW/REVIEW Introduction A wonderful day future Marketers! I am very excited about your learning journey today. So, prepare your pen and yourself because this is a day full of fun learning and another step of becoming a marketer. Direction: Form a group of 5 to 8 individuals and select a preferred food company. Prepare a 2-minute scenario within 10 minutes, outlining how the chosen company introduces their product, their selling techniques, customer satisfaction strategies, and methods for building strong customer relationships. B. MAIN LESSON Content Building Principles of Marketing The principles of marketing include understanding customer value, developing marketing strategies, conducting market research, analyzing consumer behavior, product development and innovation, promotion and advertising, distribution and logistics, pricing strategies, brand management, and ethical and social responsibility. Customer Value -Understanding and meeting the needs and wants of customers to provide value. Marketing Strategy- Developing a plan to reach and persuade a target market. Market Research - Gathering, analyzing, and interpreting information about a market. Consumer Behavior- Understanding how and why consumers make purchasing decisions. Product Development and Innovation-Creating and improving products to meet consumer needs and wants. Promotion and Advertising-Communicating the value of a product or service to customers. This document is the property of PHINMA EDUCATION  ABM 006: PRINCIPLES OF MARKETING Module #3 Student Activity Sheet Name: _________________________________________________________________ Class number: _______ Section: ____________ Schedule: ________________________________________ Date: ________________ Distribution and Logistics -Getting the product to the customer in a timely and efficient manner. Pricing Strategy -Setting the right price for a product or service based on various factors. Brand Management -Building and maintaining a strong brand identity and reputation. Ethical and Social Responsibility -Conducting marketing activities in an ethical and socially responsible manner. SKILL BUILDING How is the learning process so far? This activity will help you develop more of your understanding of today’s lesson. Have fun! Direction: Choose the best answer. 1. What is the main goal of customer value in marketing? a. Understanding and meeting the needs and wants of customers to provide value. b. Developing a plan to reach and persuade a target market. c. Gathering, analyzing, and interpreting information about a market. d. Building and maintaining a strong brand identity and reputation. 2. Which principle of marketing involves developing a plan to reach and persuade a target market? a. Customer Value b. Marketing Strategy c. Market Research d. Consumer Behavior 3. What does market research involve? a. Understanding and meeting the needs and wants of customers to provide value. b. Developing a plan to reach and persuade a target market. c. Gathering, analyzing, and interpreting information about a market. d. Building and maintaining a strong brand identity and reputation. 4. Which principle of marketing focuses on understanding how and why consumers make purchasing decisions? a. Customer Value b. Marketing Strategy c. Market Research d. Consumer Behavior 5. What does product development and innovation involve? a. Understanding and meeting the needs and wants of customers to provide value. b. Developing a plan to reach and persuade a target market. This document is the property of PHINMA EDUCATION  ABM 006: PRINCIPLES OF MARKETING Module #3 Student Activity Sheet Name: _________________________________________________________________ Class number: _______ Section: ____________ Schedule: ________________________________________ Date: ________________ c. Creating and improving products to meet consumer needs and wants. d. Building and maintaining a strong brand identity and reputation. 6. Which principle of marketing involves communicating the value of a product or service to customers? a. Promotion and Advertising b. Distribution and Logistics c. Pricing Strategy d. Brand Management 7. What does distribution and logistics involve? a. Understanding and meeting the needs and wants of customers to provide value. b. Developing a plan to reach and persuade a target market. c. Getting the product to the customer in a timely and efficient manner. d. Building and maintaining a strong brand identity and reputation. 8. What does pricing strategy involve? a. Understanding and meeting the needs and wants of customers to provide value. b. Developing a plan to reach and persuade a target market. c. Setting the right price for a product or service based on various factors. d. Building and maintaining a strong brand identity and reputation. 9. Which principle of marketing focuses on building and maintaining a strong brand identity and reputation? a. Customer Value b. Marketing Strategy c. Market Research d. Brand Management 10. What does ethical and social responsibility involve in marketing? a. Understanding and meeting the needs and wants of customers to provide value. b. Developing a plan to reach and persuade a target market. c. Conducting marketing activities in an ethical and socially responsible manner. d. Building and maintaining a strong brand identity and reputation. CHECK FOR UNDERSTANDING Choose a company that interests you and answer the following: a. How do their products and services satisfy their consumers’ needs and wants? This document is the property of PHINMA EDUCATION  ABM 006: PRINCIPLES OF MARKETING Module #3 Student Activity Sheet Name: _________________________________________________________________ Class number: _______ Section: ____________ Schedule: ________________________________________ Date: ________________ b. How do they contribute to improving the human condition and the quality of life? c. What makes their marketing strategies effective? Cite examples. d. Are their products meaningful, important, useful, and unique? How can you say so? C. LESSON WRAP-UP Thinking about Learning I want you to honestly assess your learnings for today’s lesson. This will tell you to go back or move. Place a / below Description Explanation Clear I got it! Cloudy I understand it for the most part, but a few things are still unclear. Confusing I don’t get it at all Answer Key: forward to the next lesson. This document is the property of PHINMA EDUCATION  ABM006: PRINCIPLES OF MARKETING Module #4 Student Activity Sheet Name: _________________________________________________________________ Class number: _______ Section: ____________ Schedule: ________________________________________ Date: ________________ Lesson title: Goals and Objectives of Marketing Materials: Learning Targets: SAS, At the end of the module, students will be able to: 1. Discuss the goals and objectives of marketing. References: 2. Construct organization's marketing goals and objectives https://coschedule.com/marketing-strategy/ma rketing-goals A. LESSON PREVIEW/REVIEW Introduction Hello, Future Marketers, before we begin with our new lesson, let’s pause and reflect by briefly answering the questions below: B. MAIN LESSON To deepen your understanding of the Principles of Marketing, read the following pre-printed concept notes. Please highlight or underline the key word/s that led to a full understanding of the concept. The Goals of Marketing and their Social Effects 1. Maximize the Consumption of Goods - The aggressive marketing strategies and policies have increased the consumption of goods and services. The demand of the market is tremendous. Sellers face many challenges regarding what products to offer. Buyers want quality products at a reasonable price and at 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 creates more employment. More jobs are created, and more people enjoy economic wealth. Maximum consumption generates economic development for the nation. 2. Maximize Consumer Satisfaction - The market demand is varied, and customer satisfaction is the challenge of the marketing organization. Measuring 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 results in 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 with 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 This document is the property of PHINMA EDUCATION  ABM006: PRINCIPLES OF MARKETING Module #4 Student Activity Sheet Name: _________________________________________________________________ Class number: _______ Section: ____________ Schedule: ________________________________________ Date: ________________ 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 have been created to communicate with various sectors of society, friends, and families. Easy communications access satisfies not only social needs but also business requirements. Computers and other 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 physical comfort. The impact of electronic radiation has created health problems among the many users of modern gadgets. People in previous generations lived longer because they lived a simple life. They ate unadulterated food and lived free from pollution and radiation. The goals of marketing can be summarized as follows: 1. Understand the market and its consumers and satisfy their changing needs and wants. 2. Introduce and innovate products and services that improve human condition and the quality of life. 3. Design and implement effective customer-driven marketing strategies. 4. Develop marketing programs that deliver superior value to consumers. 5. Build and maintain mutually beneficial and profitable customer relationships. 6. Capture customer value to create profits. 7. Promote value transactions with full regard to society’s well-being. SMART Marketing Goals Your marketing goals should be SMART goals, which are Specific, Measurable, Attainable, Relevant, and Time-based. SMART stands for Specific, Measurable, Attainable, Relevant, and Time-based. This framework makes marketing goals much easier to digest and aligned with your business’s larger strategic objectives. SMART goals are documented goals that are specific, measurable, attainable, relevant, and time-based. They help to ensure that goals are both strategic and invaluable and can be achieved within a defined timeframe. Let’s break it down further: Specific – Make it crystal clear what you’re trying to achieve. Instead of “increase leads,” try “increase marketing qualified leads for X service.” Instead of “increase visitors,” try “increase visitors of X persona.” Measurable – This is how you know you’ve been successful. Use a metric that is the strongest indicator that you’re meeting your goal. As an example, if your goal is to increase visitors, you should not report on page views since sessions or users would be a much more appropriate metric. Bonus points if this metric is selected from a marketing scorecard that the entire team uses to measure success. This document is the property of PHINMA EDUCATION  ABM006: PRINCIPLES OF MARKETING Module #4 Student Activity Sheet Name: _________________________________________________________________ Class number: _______ Section: ____________ Schedule: ________________________________________ Date: ________________ Attainable– Use this as your gut check. Is this goal actually achievable within the period of time we’re measuring? Goals should be ambitious, and difficult, but you don’t want to set your staff up for failure. You want your team to meet their goals. Relevant– Set goals that are tightly aligned with the overall strategy of the business and the goals of the department. Avoid focusing on vanity metrics that might make the team feel good but won’t help move the needle at the end of the day. Try the CEO test. Would the CEO care if you met this goal? If not, then it might not be the right goal to work toward. Time-bound– Pick a date that you plan to achieve your goals by. Is it by the end of Q1 or a year-end goal? Map this to your review cycle as you’ll want to be able to know if your direct report has met their goals when you sit down to meet. If quarterly, it should represent a benchmark towards meeting a larger annual goal. Content and Skill-Building How is the learning process so far? This activity will help you develop more your understanding of today’s lesson. Have fun! Turn your Goals into a Competitive Advantage Many of the top companies in the world are using SMART goals to overcome challenges and deliver on business objectives. Below are some of the common marketer’s goals in business. Using the framework or pattern given, complete these goals to make it look like a SMART goal. 1. Increasing sales ________________________________________________________________________________ 2. Acquiring new customers ________________________________________________________________________________ 3. Launching a new product or solution ________________________________________________________________________________ 4. Building Brand Awareness This document is the property of PHINMA EDUCATION  ABM006: PRINCIPLES OF MARKETING Module #4 Student Activity Sheet Name: _________________________________________________________________ Class number: _______ Section: ____________ Schedule: ________________________________________ Date: ________________ ________________________________________________________________________________ 5. Boosting brand engagement ________________________________________________________________________________ B. LESSON WRAP-UP Summary / Frequently Asked Questions You are almost done with our lesson! Take your time to read the frequently asked questions about today’s topic, these might be helpful in clarifying some unclear things in your mind right now. Q: What is the difference between business goals and marketing goals? A: Business goals are organizational goals the company aims to achieve while marketing goals are department goals marketing teams aim to achieve. Good marketing objectives move the needle on business objectives. Q: What is the primary goal of marketing? A: The primary goal of market research is to understand your customer. You want to understand the problems they face, demographics, interests, etc. Once you know who your customers are you can create content specific to them. Thinking about Learning Fantastic, you nearly finished today’s session. But before that, I want you to honestly assess your learnings for today’s lesson. This will tell you to go back or move forward to the next lesson. Place a / below Description Explanation Clear I got it! Cloudy I understand it for the most part but a few things are still unclear. Confusing I don’t get it at all This document is the property of PHINMA EDUCATION  ABM006: PRINCIPLES OF MARKETING Module #5 Students Activity Sheet Name: _________________________________________________________________ Class number: _______ Section: ____________ Schedule: ________________________________________ Date: ________________ Lesson title: Traditional and Contemporary Approaches Materials: to Marketing SAS, Learning Targets: At the end of the module, students will be able to: References: 1. Enumerate the traditional and contemporary approaches to https://coschedule.com/marketing-strate; marketing. https://shorturl.at/xFGPY; 2. Differentiate traditional to contemporary approach. 3. Integrate the approaches to marketing S Roberto G. Medina, Ph.D; Principles of Marketing; 2008; Rex Bookstore A. LESSON PREVIEW/REVIEW Introduction We discussed in our last module the Goals of Marketing, which are often the place you start. Goals set the direction for what needs to happen for your product or service to do well in the market and are the foundation of the plan you build to get there. Before I introduce to you our topic for today, give your opinion or suggestion on the difficulties encountered by individuals and organizations: 1. A bus company meeting fierce competition from new industry participants. 2. A manufacturer of canned goods finding it hard to penetrate the market 3. A six-storey commercial building with only forty percent of the units occupied. 4. A university failing to attract a sufficient number of enrollees in STEM strand, while at the same failing to accommodate prospective enrollees in ABM. 5. A religious sect faced with a declining number of members attending church activities. B. MAIN LESSON Here is a written discussion of today's lesson. Take note of the tips provided in this section of the activity. It is important to read this carefully to progress to the next part of the activity. Enjoy the reading experience. Today we are going to enumerate and differentiate the two approaches to marketing. Let’s start! The Approaches in Marketing 1. Traditional Approach - The traditional approach to marketing refers to the conventional methods of promoting products or services, such as mass marketing, print advertising, broadcast advertising, and direct mail. These methods have been commonly used before the advent of digital marketing channels. This document is the property of PHINMA EDUCATION  ABM006: PRINCIPLES OF MARKETING Module #5 Students Activity Sheet Name: _________________________________________________________________ Class number: _______ Section: ____________ Schedule: ________________________________________ Date: ________________ Direct Mail - is the oldest form of traditional marketing. Loosely defined as advertising in paper form. Includes advertisements in newspapers, newsletters, magazines, brochures, and other printed material for distribution. Print Advertising - includes radio and television commercials, as well as specialized forms like on-screen movie theater advertising. Broadcast Advertising - uses printed material like postcards, brochures, letters, catalogs, and fliers sent through postal mail to attract consumers. Telemarketing - includes requested calling and cold calling of consumers over the phone. 2. Contemporary Approach - The contemporary approach to marketing refers to current and modern methods of promoting products or services, utilizing digital channels, social media, influencer marketing, and personalized, targeted advertising strategies. This approach embraces the use of technology and data-driven insights to reach and engage with the target audience effectively. The marketing concept is customer-oriented. It puts 1. customers in the middle of the marketing process, finding out customers’ needs and wants, then satisfying those needs better than the competitors.In this approach, the marketer says that the customer is always right and his needs and wants should come first. Emphasizes social responsibilities and suggests that to 2. sustain long-term success, the company should develop a marketing strategy to provide value to the customers to maintain and improve both the customers’ and society’s well-being better than the competitors. An example of this might be a business considering an eco-friendly way of producing its products. This document is the property of PHINMA EDUCATION  ABM006: PRINCIPLES OF MARKETING Module #5 Students Activity Sheet Name: _________________________________________________________________ Class number: _______ Section: ____________ Schedule: ________________________________________ Date: ________________ It is about investing in your customers to form long-lasting 3. RELATIONSHIP connections that go beyond simply buying a product. It is building a bond with your customers that makes them feel MARKETING CONCEPT passionately about your brand, your people, and the product or service you sell. Examples of relationship marketing is thank customers through a social media post or with a surprise gift card. TRADITIONAL VS CONTEMPORARY TRADITIONAL CONTEMPORARY Less interactive and engaging Utilizes interactive and engaging content. Relies on print, broadcast, and direct mail Utilizes digital channels and social media. advertising Limited audience targeting Embrace data-driven insights for audience targeting Focus on production, product, selling methods, and Focus on relationships, social awareness, and the market content. Content and Skill-Building The topic was very interesting, right? Have you grasped the Traditional and Contemporary approaches to marketing? Would you like to do some activities to help you learn more? Don’t worry, I got your back. I prepared several activities just for you! A. Direction: Write TRUE if the statement is correct, and FALSE if the statement is wrong. ______________1. Traditional approaches focus on production, product, selling methods, and the market, while contemporary approaches focus on relationships, social awareness, and content. ______________2. Relationship marketing creates loyal customers, which leads to repeat purchases. ______________3. The societal marketing concept holds that a company should make good marketing decisions by considering consumers’ wants, the company’s requirements, and society’s long-term interests. ______________4. A customer may be convinced to select that brand one time, but without a strong relationship marketing strategy, the customer may not come back to that brand in the future. This document is the property of PHINMA EDUCATION  ABM006: PRINCIPLES OF MARKETING Module #5 Students Activity Sheet Name: _________________________________________________________________ Class number: _______ Section: ____________ Schedule: ________________________________________ Date: ________________ ______________5. An example of a marketing concept is an e-commerce site that tracks a customer's activity by allowing them to create a user profile so that their information is conveniently saved for future visits. ______________6. Google AdWords and Facebook Ads are two online advertising platforms that allow businesses to display offerings to highly-targeted audiences. ______________7. Traditional Marketing may include print media, billboard and TV advertising, flyer and poster campaigns, and radio broadcast advertising. ______________8. A customer is more likely to remain loyal to the brand if you provide exceptional customer service. ______________9. The accessibility to the internet provides a lot of businesses are using the digital landscape to reach a wider audience. ______________10. Billboards and signages allow customers to purchase your products without visiting a physical storefront, meaning you can reach a larger audience. B. Direction: Identify the following if it is Print Marketing, Broadcast Marketing, Direct Mail Marketing or Telephone Marketing. ______ 1. Newsletters ______ 2. Television commercials ______ 3. Catalogs ______ 4. Brochure ______ 5. Advertisements in newspapers ______ 6. Calling and cold calling ______ 7. On-screen movie theater advertising ______ 8. On-air advertisements ______ 9. Fliers ______ 10. Radio Check for Understanding This time, let us check your understanding by answering this test. Enjoy! 1. What is an example of a traditional marketing a. Traditional approach method? b. Contemporary approach a. social media advertising c. Both approaches b. Influencer marketing d. Neither approach c. Direct mail advertising d. Personalized advertising 3. What is relationship marketing about? a. Finding out customers' needs and wants. 2. Which approach to marketing emphasizes social b. Developing a marketing strategy to provide value to responsibilities? the customers. This document is the property of PHINMA EDUCATION  ABM006: PRINCIPLES OF MARKETING Module #5 Students Activity Sheet Name: _________________________________________________________________ Class number: _______ Section: ____________ Schedule: ________________________________________ Date: ________________ c. Connecting with customers to create long-lasting b. Broadcast advertising connections. c. Telemarketing d. Thanking customers through social media d. Social media advertising 4. Which approach to marketing utilizes interactive 8. Which marketing approach embraces the use of and engaging content? technology and data-driven insights? a. Traditional approach a. Traditional approach b. Contemporary approach b. Contemporary approach c. Both approaches c. Both approaches d. Neither approach d. Neither approach 5. What is the focus of traditional marketing? 9. How does relationship marketing differentiate from a. Relationships and social awareness other approaches? b. Production, product, selling methods, and the a. It focuses on relationships, social awareness, and market. content. c. Embracing data-driven insights. b. It has limited audience targeting. d. Utilizing digital channels and social media. c. It relies on print, broadcast, and direct mail advertising. 6. Which marketing method relies on print, broadcast, d. It utilizes digital channels and social media. and direct mail advertising? a. Traditional approach 10. Which approach puts the customer's needs and b. Contemporary approach wants first? c. Both approaches a. Traditional approach d. Neither approach b. Contemporary approach c. Both approaches 7. What is an example of a contemporary marketing d. Neither approach method? a. Mass marketing C. LESSON WRAP-UP Summary / Frequently Asked Questions Q: Which is better, Traditional or Modern Marketing? A: Traditional marketing has been used and enjoyed by people all over the world, so it’s no surprise that everyone is familiar with this concept. While traditional marketing’s focal point is the company’s product or service, modern marketing is more customer-oriented. Both have their own set of advantages, but depending on the business’s needs, one might be better than the other. Q: Can Societal marketing help businesses grow and can it be sustainable for a longer period of time? This document is the property of PHINMA EDUCATION  ABM006: PRINCIPLES OF MARKETING Module #5 Students Activity Sheet Name: _________________________________________________________________ Class number: _______ Section: ____________ Schedule: ________________________________________ Date: ________________ A: If Societal marketing is implemented in the right manner this can lead the way we market our product wherein the company or the industry is not the only ones who are moving in the forward direction but also taking the society along with it. It can be the new way for a sustainable business. Thinking about Learning Fantastic, you nearly finished today’s session. But before that, I want you to honestly assess your learnings for today’s lesson. This will tell you to go back or move forward to the next lesson. Place a / below Descriptio Explanation n Clear I got it! Cloudy I understand it for the most part but a few things are still unclear. Confusing I don’t get it at all ANSWER KEY This document is the property of PHINMA EDUCATION  ABM006: PRINCIPLES OF MARKETING Module #6 Teacher’s Guide Name: _________________________________________________________________ Class number: _______ Section: ____________ Schedule: ________________________________________ Date: ________________ Lesson title: Customer Relationship Management Materials: Learning Targets: SAS, At the end of the module, students will be able to: 1. Define the concepts behind Customer Relationship References: Management 2. List the importance of CRM to marketing. 3. Enumerate the benefits of CRM to the customer and organization A. LESSON PREVIEW/REVIEW Introduction Good day, marketers! Before we go to another interesting topic today, here is a small question for you ‘What differentiates companies like Amazon, Zappos, or Disney from the rest? Well, it’s quite simple the attribute of NOT settling for average experiences and building rock-solid customer relationships. Successful brands always strive to deliver more than what is expected of them and never hesitate to nurture their relationships with customers. B. MAIN LESSON In today’s digital world, customers are in more control of their choices than ever before. It takes just seconds for a customer to sing praises about your brand on social media or make it loud and clear to the world that they feel dejected. Exceeding customer expectations and building memorable, ever-lasting relationships can be the only way out. Customer relations refers to the process used by businesses to engage with customers and foster long-term relationships with them. Right from assisting customers with their day-to-day queries to creating long-term policies that lead to customer success, customer relations encompass a lot of activities. According to Microsoft, 96% of consumers across the globe consider customer service as an important factor in their choice of loyalty to a brand” This document is the property of PHINMA EDUCATION  ABM006: PRINCIPLES OF MARKETING Module #6 Teacher’s Guide Name: _________________________________________________________________ Class number: _______ Section: ____________ Schedule: ________________________________________ Date: ________________ Benefits of Positive Customer Relations 1. Create a Loyal Loyal customers drive the business forward. Customer Base 2. Enhance Customer You can easily measure how satisfied they are with your services, employees, or Satisfaction their overall experience with your business. 3. Generate Repeat It persuades people to do business with your company more than once. Business 4. Gain a Competitive Another importance of customer relationship is that it puts your brand right above Advantage your competitors 5. Boost Employee Building positive customer relations is a great way to boost employee morale Morale and make them love what they do. Customer value is the phenomenon that keeps companies from teetering over the brink of bankruptcy and instead, maintaining long-term relationships with existing customers and earning repeat business by providing an excellent customer experience. Successful Customer Relationship Management Strategies 1. Adopt the right mindset towards customer service. Customer service is the provision of service to the customer before, during, and after a purchase. It may be in a form of innovation, pricing scheme, extra services, customer feedback mechanism, or staff training that aims to promote customer satisfaction. 2. Purchase or develop Customer Relationship Management Software. CRM involves the use of technology to organize, automate, and synchronize sales and marketing with customer service and technical support. Creating and maintaining customer databases is necessary and essential in CMR. Available software can create and maintain customer databases in real time. 3. Empower salespersons to make decisions. The salesperson is the person most responsible for sealing the deal with the customer. A salesperson should be empowered to make instantaneous decisions while with a customer or potential customer. Set parameters for salespersons. Empower them to address customers’ problems. 4. Establish communication lines between your customer and customer contact staff. Personalize and humanize business and its atmosphere. Make sure to require the sales contact personnel to introduce themselves to customers. Customers prefer living and breathing sales people over cold and impersonal organizations. This document is the property of PHINMA EDUCATION  ABM006: PRINCIPLES OF MARKETING Module #6 Teacher’s Guide Name: _________________________________________________________________ Class number: _______ Section: ____________ Schedule: ________________________________________ Date: ________________ 5. Shop your competition. Keep track of what competitors are doing in the area of customer service. Adopt their good practices to stay ahead of the game. 6. Keep innovating customer service. Never be satisfied with the level of your service. Try to discover how the organization can make the experience of customers better. Keep customer service costs in check by occasionally doing cost-benefit analysis. 7. Promote genuine customer service with passion. Customers can easily discern if customer service is insincere. Customer contact personnel must internalize that the customer is the actual source of their livelihood. Content and Skill-Building Direction: Choose the letter that best corresponds to your answer. Encircle the letter of your answer. 1. Which one of the following is the best explanation of customer relations? a. Promptly answering customer questions. b. Developing, establishing, and maintaining relationships with customers. c. Addressing customer complaints. d. Let customers know that you’re grateful for their purchases. 2. Effective customer relationships involve all, except? a. Listening to customers b. Transforming customer complaints into opportunities. c. Responding quickly. d. Focus on sales alone 3. Why is communication important in customer relations? a. So you can address your customers' concerns, needs, and desires. b. So you can effectively advertise to them. c. So the competition doesn't take customers from you. d. None of the above 4. Choose the correct definition of Customer value a. Often happens once a year. b. Customer satisfaction with a product or service c. Failing to meet customers’ expectations. d. None of the above 5. The following includes benefits of positive customer relations, except? a. Enhance Customer Satisfaction b. Generate Repeat Business c. Boost Employee Morale d. Lose customer loyalty. This document is the property of PHINMA EDUCATION  ABM006: PRINCIPLES OF MARKETING Module #6 Teacher’s Guide Name: _________________________________________________________________ Class number: _______ Section: ____________ Schedule: ________________________________________ Date: ________________ 6. What is customer relations? a. A mean person b. Public perception of reputation of the company c. The process used by businesses to engage with customers and foster long-term relationships. d. None of the Above 7. Maintaining long-term relationships with existing customers and earning repeat business by _________________. a. Providing excellent customer experience. b. Ignoring customer feedback. c. Use negative language d. Providing wrong information. 8. Another importance of customer relationships is that it puts your brand right _____ your competitors. a. Above b. Under c. Below d. None of the above 9. Good customer service includes a. Putting a customer on hold for too long. b. Disrespect customers c. Empathizing with the customer to show them you understand their perspective and appreciate them d. None of the above 10. A repeat sale may also be called a ______________. a. Repurchase b. Rebrand c. Replace d. Recognize Check for Understanding This time, let us check your understanding by stating what should you do in the following scenarios: 1. Dennis wants to exchange his Jeans for 34 from 36 and the product is out of stock. This document is the property of PHINMA EDUCATION  ABM006: PRINCIPLES OF MARKETING Module #6 Teacher’s Guide Name: _________________________________________________________________ Class number: _______ Section: ____________ Schedule: ________________________________________ Date: ________________ 2. Jelynn has been disappointed with your product as it did not meet her expectations. 3. Nash receives his shipment, he notices those items that were supposed to be canceled have been included in this shipment, and he was charged for them as well. C. LESSON WRAP-UP Summary / Frequently Asked Questions You are almost done with our lesson! Take your time to read the frequently asked questions about today’s topic, these might help clarify some unclear things in your mind right now Q: What is the difference between customer relations and Customer Service? A: Customer service usually involves assisting customers when something goes wrong. Businesses respond to customer issues or requests in-person or via communication channels such as phone, email, chat, or social media. On the other hand, customer relations adopt a long-term approach. In addition to encompassing all of the important functions that customer service performs, customer relations also include strategies to improve customers’ future experiences and their overall journey with your brand. Q: What is the proactive approach to customer service? A: Proactive customer service means anticipating customer expectations and making the first move. Instead of waiting for the customers to reach out, agents take the initiative on their own. This approach increases the quality of customer experiences and maximizes engagement. In simple words, it is all about fixing problems even before customers know that they have them. This document is the property of PHINMA EDUCATION  ABM006: PRINCIPLES OF MARKETING Module #8 SAS Name: _________________________________________________________________ Class number: _______ Section: ____________ Schedule: ________________________________________ Date: ________________ Lesson title: Market Analysis, Consumer Analysis and Materials: Customer Value SAS, Learning Targets: At the end of the module, students will be able to: References: 1. Discuss the market analysis and customer analysis https://coschedule.com/marketing-strateg 2. State the significance of customer value y/swot-analysis 3. Identify the relativeness of customer value to CRM https://www.indeed.com/career-advice/car eer-development/market-analysis A. LESSON PREVIEW/REVIEW Introduction Hello, Dear Marketers! Let us continue to explore new knowledge in the world of Marketing. You had a great job last session and I hope you do the same today. So, let’s start this by doing the warm-up activity. Thumbs up ahead of you! Direction: Enumerate the 4 Ps of Marketing. 1. ___________________________ 3. ___________________________ 2. ___________________________ 4. ___________________________ B. MAIN LESSON To deepen your understanding of the concept of the Principles of Marketing, read the following pre-printed concept notes. Please highlight or underline the key word/s that led to a full understanding of the lesson. Market analysis is an in-depth evaluation of a market to determine suitability for a business or product. The process of evaluating and understanding the characteristics, trends, and dynamics of a specific market or industry. It involves gathering and analyzing data to assess market size, competition, customer behavior, and other relevant factors that can influence business decisions. The goal of market analysis is to gain insights into the market's potential, opportunities, and challenges, which can inform strategic planning, product development, marketing strategies, and overall business success. COMPONENTS OF MARKET ANALYSIS Market Size and Growth: Determining the total addressable market (TAM) and assessing its growth potential over time. This document is the property of PHINMA EDUCATION  ABM006: PRINCIPLES OF MARKETING Module #8 SAS Name: _________________________________________________________________ Class number: _______ Section: ____________ Schedule: ________________________________________ Date: ________________ Market Segmentation: Dividing the market into distinct segments based on criteria such as demographics, psychographics, and behavior patterns to better understand target customers. Competition Analysis: Evaluating the competitive landscape by identifying existing and potential competitors, analyzing their strengths and weaknesses, and assessing market share. Customer Analysis: Understanding customer needs, preferences, and buying behaviors through surveys, interviews, and data analysis. Industry Trends and Market Forces: Identifying and analyzing trends, technological advancements, regulatory factors, and economic conditions that can impact the market. SWOT Analysis: Assessing the strengths, weaknesses, opportunities, and threats (SWOT) of a business in relation to the market to identify strategic advantages and areas for improvement. Market Entry Strategies: Developing strategies to enter new markets or expand existing market. Consumer analysis is a process of understanding and evaluating consumer behavior, preferences, and characteristics to make informed marketing decisions. It involves collecting and analyzing data to gain insights into consumers' needs, motivations, buying habits, and attitudes towards products or services. COMPONENTS OF CONSUMER ANALYSIS Demographic Analysis: Examining consumer characteristics such as age, gender, income, occupation, education, and geographic location to better understand their profiles and target specific segments. Psychographic Analysis: Exploring consumers' interests, values, lifestyles, attitudes, and opinions to identify their motivations, aspirations, and psychological factors that influence their buying decisions. Behavioral Analysis: Studying consumers' purchasing patterns, brand loyalty, product usage, and decision-making processes to uncover insights into their buying behaviors and preferences. Market Segmentation: Dividing the consumer market into distinct segments based on common characteristics or behaviors to tailor marketing strategies and messages to specific groups. Customer Journey Mapping: Mapping out the various touchpoints and interactions consumers have with a brand or product throughout their decision-making process to identify opportunities for engagement and improvement. Competitive Analysis: Assessing competitors' offerings, positioning, pricing, and marketing strategies to understand how consumers perceive and choose among different options in the market. Consumer Research Methods: Utilizing various research techniques such as surveys, interviews, focus groups, observational studies, and data analysis to gather consumer insights and validate marketing assumptions. Customer value refers to the perceived benefits or worth that customers derive from a product or service compared to the cost or sacrifices they incur to obtain it. It is the perceived value that customers believe they are receiving in return for their time, money, and effort. Customer value is subjective and can vary from customer to customer. It is influenced by a combination of factors, including: This document is the property of PHINMA EDUCATION  ABM006: PRINCIPLES OF MARKETING Module #8 SAS Name: _________________________________________________________________ Class number: _______ Section: ____________ Schedule: ________________________________________ Date: ________________ THE SIGNIFICANCE OF CUSTOMER VALUE IN BUSINESS Customer Satisfaction and Loyalty: High customer value leads to increased customer satisfaction, loyalty, repeat purchases, and positive word-of-mouth referrals, contributing to long-term customer loyalty and advocacy. Competitive Advantage: provides a competitive advantage by differentiating the brand and making it more appealing to customers. This helps businesses stand out, attract new customers, and retain existing ones in a crowded market. Profitability: Delivering customer value positively impacts a company's financial performance through higher profit margins, increased revenue from premium pricing, and improved customer lifetime value through repeat purchases. Customer Retention and Reduced Churn: Consistently delivering customer value enhances retention rates and reduces churn, as satisfied customers are less likely to switch to competitors. This helps businesses maintain a stable customer base and minimize the cost of acquiring new customers. Business Growth and Expansion: Satisfied customers who perceive high value become brand advocates, driving word-of-mouth referrals, increased brand awareness, customer acquisition, and business growth. Consistent delivery of customer value enables businesses to expand offerings, enter new markets, and explore new opportunities based on trust and loyalty. Customer Value VS. Customer Relationship Management (CRM) Customer value and customer relationship are closely related in the business world. Customer value refers to the perceived benefits that a customer receives from a product or service compared to the cost and effort involved in obtaining it. On the other hand, customer relationship refers to the ongoing interaction between the customer and the business, which includes communication, support, and overall customer experience. The relationship between customer value and customer relationship is significant because providing high customer value can lead to stronger customer relationships. When customers feel that they are receiving high value from a product or service, they are more likely to develop a positive relationship with the business. This can result in increased customer loyalty, repeat business, and positive word-of-mouth referrals. In essence, businesses that prioritize delivering high customer value are more likely to build and maintain strong customer relationships. This, in turn, can lead to long-term success and sustainability for the business. Content and Skill-Building 😊 Congrats! You’ve found your unique differentiators and understand how you’ll compete with your marketing. This activity will help you develop your understanding of today’s lesson. Have fun! DIRECTION: Choose the best answer. 1. Discussing market analysis and customer analysis helps businesses to: a. Understand their competitors This document is the property of PHINMA EDUCATION  ABM006: PRINCIPLES OF MARKETING Module #8 SAS Name: _________________________________________________________________ Class number: _______ Section: ____________ Schedule: ________________________________________ Date: ________________ b. Identify market opportunities c. Determine customer needs and preferences d. All of the above 2. The significance of customer value in business includes: a. Building customer loyalty b. Increasing customer satisfaction c. Differentiating from competitors d. All of the above 3. Customer value is relative to: a. The perceived benefits of a product or service b. The price of a product or service c. The overall experience with a brand d. All of the above 4. Which factor is NOT part of market analysis? a. Demographic trends b. Competitor analysis c. Customer behavior analysis d. Product pricing analysis 5. Customer analysis primarily focuses on understanding: a. Customer demographics b. Customer behaviors and preferences c. Customer satisfaction levels d. Customer lifetime value 6. How does market analysis benefit a business? a. Identifying market trends and opportunities b. Understanding customer needs and preferences c. Evaluating competitor strategies d. All of the above 7. Customer value is influenced by: a. Product quality and features b. Price and affordability c. Brand reputation and trust d. All of the above 8. Why is customer value important in CRM? a. It helps businesses tailor their offerings to meet customer needs b. It promotes customer loyalty and retention c. It improves customer satisfaction levels This document is the property of PHINMA EDUCATION  ABM006: PRINCIPLES OF MARKETING Module #8 SAS Name: _________________________________________________________________ Class number: _______ Section: ____________ Schedule: ________________________________________ Date: ________________ d. All of the above 9. Which statement about customer analysis is true? a. It helps businesses identify target markets b. It provides insights into customer behaviors and preferences c. It helps businesses evaluate their marketing strategies d. All of the above 10. How does customer value impact business success? a. It leads to increased customer loyalty and repeat purchases b. It helps businesses gain a competitive edge c. It results in positive word-of-mouth marketing d. All of the above Check for Understanding This time, let us check your understanding by answering this test. Enjoy! ☺ Direction: In the crossword grid, locate and circle the names of companies that have successfully implemented customer relationship management (CRM). Crossword entries can run horizontally (from left to right) or vertically (from top to bottom). C. LESSON WRAP-UP Summary / Frequently Asked Questions You are almost done with our lesson! Take your time to read the frequently asked questions about today’s topic might help clarify some unclear things in your mind right now. Q: What is customer relationship management (CRM)? This document is the property of PHINMA EDUCATION  ABM006: PRINCIPLES OF MARKETING Module #8 SAS Name: _________________________________________________________________ Class number: _______ Section: ____________ Schedule: ________________________________________ Date: ________________ A: CRM refers to the strategies, practices, and technologies that businesses use to manage and analyze interactions with their customers. It focuses on building and maintaining strong customer relationships to drive customer satisfaction, loyalty, and business growth. Q: Why is CRM important for businesses? A: CRM is important for businesses because it helps them understand their customers better, personalize interactions, and deliver exceptional customer experiences. It helps businesses build strong relationships, improve customer satisfaction, increase customer retention, and ultimately drive revenue and growth. Thinking about Learning Fantastic, you nearly finished today’s session. But before that, I want you to honestly assess your learnings for today’s lesson. This will tell you to go back or move forward to the next lesson. Place a / below Description Explanation Clear I got it! Cloudy I understand it for the most part but a few things are still unclear. Confusing I don’t get it at all ANSWER KEY This document is the property of PHINMA EDUCATION  ABM 006: Principles of Marketing Module #10 Student’s Activity Sheet Name: _________________________________________________________________ Class number: _______ Section: ____________ Schedule: ________________________________________ Date: ________________ Lesson title: The Marketing Environment and it's Materials: importance SAS, Learning Targets: At the end of the module, students will be able to: References: 1. Describe the Marketing Environment https://www.feedough.com/marketing-envi 2. Compare the factors in the Marketing ronment/ Ma. Nancy T. Balasan, DBA; Marketing Basics-A Modular ApproachA.B Ilano; Principles of Marketing A. LESSON PREVIEW/REVIEW Introduction Good day! What a brand-new day to start another lesson. Sounds exciting, right? Yes! Today, I will help you conquer this activity. Now, sit properly first before you start. Very Good! Relax and gather your thoughts for you will be answering questions from your previous lesson. Challenging, right? Instruction: Write the words inside the box using the clues below. 1. These actions generally include placing ads, building websites, creating brochures, etc., 2. It refers to the content of a marketing campaign 3. Strategy without tactics is the slowest route to B. MAIN LESSON To deepen your understanding on the concept of the Principles of Marketing, read the following pre-printed concept notes. Please highlight or underline the key word/s that leads to full understanding of the lesson. This document is the property of PHINMA EDUCATION  ABM 006: Principles of Marketing Module #10 Student’s Activity Sheet Name: _________________________________________________________________ Class number: _______ Section: ____________ Schedule: ________________________________________ Date: ________________ The Marketing Environment commonly called The Business Environment is the combination of external and internal factors and forces that affect the company’s ability to establish a relationship and serve its customers. Components of Marketing Environment The marketing environment is made up of the internal and external environment of the business. While the internal environment can be controlled, the business has very less or no control over the external environment. INTERNAL ENVIRONMENT The internal environment of the business includes all the forces and factors inside the organization. which affects its marketing operations. These components can be grouped under the Five M’s of the business, which are: MEN- The people of the organization include both skilled and unskilled workers. MINUTES- time taken for the process of business to complete the process. MACHINERY-equipment required by the business to complete production. MATERIALS- supply required by the business to complete production. MONEY- the financial resource used to purchase machinery, materials and pay the employees. The internal environment is under the control of the marketer and can be changed with the changing external environment. Nevertheless, the internal marketing environment is as important for the business as the external marketing environment. This environment includes the sales department, the marketing department, the manufacturing unit, the human resource department, etc. EXTERNAL ENVIRONMENT The external environment constitutes factors and forces which are external to the business and on which the marketer has little or no control. The external environment is of two types: Micro marketing environment Macro marketing environment This document is the property of PHINMA EDUCATION  ABM 006: Principles of Marketing Module #10 Student’s Activity Sheet Name: _________________________________________________________________ Class number: _______ Section: ____________ Schedule: ________________________________________ Date: ________________ Microenvironment The micro-component of the external environment is also known as the task environment. It comprises external forces and factors that are directly related to the business. These include suppliers, market intermediaries, customers, partners, competitors, and the public. Suppliers include all the parties which provide resources needed by the organization. Market intermediaries include parties involved in distributing the product or service of the organization. Partners are all the separate entities like advertising agencies, market research organizations, banking and insurance companies, transportation companies, brokers, etc. which conduct business with the organization. Customers comprise of the target group of the organization. Competitors are the players in the same market who targets similar customers as that of the organization. Public is made up of any other group that has an actual or potential interest or affects the company’s ability to serve its customers. Macro Environment The macro component of the marketing environment is also known as the broad environment. It constitutes the external factors and forces which affect the industry but don’t have a direct effect on the business. The macro-environment can be divided into 6 parts. Demographic Environment The demographic environment is made up of the people who constitute the market. It is characterized as the factual investigation and segregation of the population according to their size, density, location, age, gender, race, and occupation. Economic Environment The economic environment constitutes factors that influence customers’ purchasing power and spending patterns. These factors include the GDP, GNP, interest rates, inflation, income distribution, government funding and subsidies, and other major economic variables. Physical Environment The physical environment includes the natural environment in which the business operates. This includes the climatic conditions, environmental change, accessibility to water and raw materials, natural disasters, pollution etc. Technological Environment The technological environment constitutes innovation, research and development in technology, technological alternatives, innovation inducements also technological barriers to smooth operation. Technology is one of the biggest sources of threats and opportunities for the organisation and it is very dynamic. Political-Legal Environment The political & Legal environment includes laws and government’s policies prevailing in the country. It also includes other pressure groups and agencies which influence or limit the working of the industry and/or the business in society. This document is the property of PHINMA EDUCATION  ABM 006: Principles of Marketing Module #10 Student’s Activity Sheet Name: _________________________________________________________________ Class number: _______ Section: ____________ Schedule: ________________________________________ Date: ________________ Social-Cultural Environment The social-cultural aspect of the macro-environment is made up of the lifestyle, values, culture, prejudice, and beliefs of the people. This differs in different regions. Content and Skill-Building The topic was very interesting, right? Have you grasped the importance of knowing the marketing environment? Would you like to do some activities to help you learn more? Don’t worry, I got your back. I prepared several activities just for you. Direction: Encircle the letter of the correct answer. 1. Characteristic of macroenvironment a. External c. Internal b. Controllable d. Uncontrollable 2. The factors that consist of age, gender, nationality, religion, population, and income a. Cultural c. Economic b. Demographic d. Technological 3. The internal environment where a company gets its needed resources to produce goods to sell a. Corporations c. Competitors b. Suppliers d. Customers 4. Help a company in promoting, selling, and distributing goods to potential customers a. Marketing c. Intermediaries b. Middlemen d. Advertising agencies 5. The following are considered as controllable factors, EXCEPT a. Promotion c. Economic b. Government d. Technological Check for Understanding This time, let us check your understanding by answering this test. Enjoy! ☺ Instruction: Choose the right answer from the words in the box. Write your answer on the line provided before each number. ` This document is the property of PHINMA EDUCATION  ABM 006: Principles of Marketing Module #10 Student’s Activity Sheet Name: _________________________________________________________________ Class number: _______ Section: ____________ Schedule: ________________________________________ Date: ________________ _____________1. Environment where individuals have the power to control. _____________2. Consists of new machinery, equipment _____________3. Refers to inflation, employment rate, prices. _____________ 4. Factor consisting of a person’s gender, educational attainment, nationality, status. _____________ 5. Type of environment considered as controllable. _____________ 6. Decisions are influenced by beliefs, superstitions, and way of living. _____________ 7. Factors that include change in spending pattern, change in income distribution, a change in income level. _____________ 8. Helps the company to promote and distribute products to actual and potential customers. _____________ 9. Business enterprise that offers the same products or alternative products that a company also offers _____________ 10. Represents the firms that assist the company to promote, sell, or distribute products to the market. C. LESSON WRAP-UP Summary / Frequently Asked Questions You are almost done with our lesson! Take your time to read the frequently asked questions about today’s topic, these might help clarify some unclear things in your mind right now. Q: Which One Should Your Business Use? A: Businesses need both strategic and tactical marketing to succeed. One lays the foundation, the other constructs the building. One of the most common mistakes business owners and even newer marketers make is to skip over the “boring” research and strategy stuff and jump right into launching an email campaign or flooding social media with promotional posts. The issue with pressing fast-forward on your marketing is that you risk pouring money into ads, SEO, and other tactics that have no strategy behind them. While it’s always possible you could randomly achieve the desired result, it’s more likely that you’ll blow your budget and still be trying to gain traction. So remember strategy first, tactical second. Thinking about Learning Fantastic, you nearly finished today’s session. But before that, I want you to honestly assess your learnings for today’s lesson. This will tell you to go back or move forward to the next lesson. Place a / Description Explanation below Clear I got it! This document is the property of PHINMA EDUCATION  ABM 006: Principles of Marketing Module #10 Student’s Activity Sheet Name: _________________________________________________________________ Class number: _______ Section: ____________ Schedule: ________________________________________ Date: ________________ Cloudy I understand it for the most part, but a few things are still unclear. Confusing I don’t get it at all This document is the property of PHINMA EDUCATION  ABM 006: Principles of Marketing Module #11 Student’s Activity Sheet Name: _________________________________________________________________ Class number: _______ Section: ____________ Schedule: ________________________________________ Date: ________________ Lesson title: Marketing Plan and Identifying its steps. Materials: Learning Targets: SAS, At the end of the module, students will be able to: 1. Understand the Marketing Plan References: 2. Explain and Identify the Steps in S Roberto G. Medina, Ph.D.; Principles of 3. Apply and draft Marketing Plan Marketing; 2008; Rex Bookstore https://blog.oxfordcollegeof