EXERCISE

Choose the letter of the correct answer and write it on your notebook.
1. Allowing the customers to give comments about their experience with the
firm's products and services.
a. Appreciation b. Communication c. Expectation d. Feedback
2. Jelai wants to know what brand of shoes her best friend bought for their
incoming JS Prom. She also wanted to buy her own.
a. Culture c. Psychological factors
b. Personal factors d. Social factors
3. A logo which symbolizes a correct or swoosh ( ) designs. This company
involves in selling footwear, apparel, accessories and services.
a. Bench b. Adidas c. Nike d. Puma
4. It is an iconic Filipino fast-food chain that serves food everybody loves to eat
includes French fries and hamburger. Its logo represents a smiling bee
which means happiness and enjoyment.
a. Burger King b. Jollibee c. Mang Inasal d. McDonalds

5. This marketing goal allows you to study individuals and organizations and
how they select and use products and services.
a. Brand Awareness c. Customer’ Behavior Quarter 1 Week 2-A
b. Business Strategy d. Customer Relationship ( ABM_PM11-1a-b1)
The learners should be able to define and understand
Enrichment Activity marketing principles, goals and approaches.

Republic Act 8293, section 176 states that: No copyright shall subsist in any
work of the Government of the Philippines. However, prior approval of the government
agency or office wherein the work is created shall be necessary for exploitation of such
Think of a business in your community. Communicate with the work for profit. Such agency or office may, among other things, impose as a condition the
business owner for a discussion. Ask if the company considers applying payment of royalties.
marketing goals relating to: This ABMPackage is published to be utilized by the Schools Division of Iloilo.
• Building brand awareness ALL RIGHTS RESERVED. No part of this learning resource maybe reproduced
• Understanding customer’s behavior or transmitted in any form or by any means electronic or mechanical without written
• Build and manage customer relationship permission from the Schools Division of Iloilo.
Assess if the business has achieved its marketing goals. Write his or her Writer: RONA M. MINERVA
responses on your notebook. Graphic Artist: PATRICK T. LOMIGO
Layout Artist: KRISHEA MAE P. JARUDA
Division Quality Assurance: Dr. KIM S. ARCEÑA
Reference and Photo Credits: YLEM I. CAGURIN, MATM
EPS I - Mathematics: Dr. KIM S. ARCEÑA
Cynthia L. Greene ENTREPRENEURSHIP ideas in Action 6e Management Team:
Cynthia A, Zarate, Principles of Marketing for Senior High School Dr. Roel F. Bermejo, Dr. Nordy D. Siason, Jr.
A. B. Ilano Principles of Marketing, First Edition Dr. Lilibeth T. Estoque, Dr. Azucena T. Falales
https:thrivehive.com gomedia.com Ruben S. Libutaque, Lilibeth E. Larupay, Dr. Kim S. Arceña
 GENERALIZATION The following are the factors affecting consumer’s behavior towards
products and services:
Psychological Factors
“Setting goals is the first step in turning the invisible into the visible.” Personal factors After a long busy work Gina and Social Factors
-Tony Robbins • Men and women tend to Adelle decided to eat dinner Jane and Nathalia were
avail different products outside. They ordered different both milk tea and pizza
It is important that your marketing strategy is consistent with and services. meals even though they were lovers. They both agree
the goals you have set for your business. • The taste and both hungry. They have and decided to franchise
Goals are desired results, ambitions, aims, or anything that a person wish to preferences of younger different perception with the
a business related to
people are different benefit of the food that they can
accomplish given a certain timeframe. from senior individuals. get from it. their likes.
The following are important concepts towards achieving marketing goals:
3. Build And Manage Customer Relationships
THE COMMON GOALS OF MARKETING Marketing is not just about selling. It is also about building a good business
relationship with your customer. Here are some ways to connect with them:
1. Building Brand Awareness
It is the extent to which a certain brand is recognized by its consumers. a. Communication - is an essential way to build customer relationships.
The company must develop a campaign to raise awareness, they need to be Promoting your business and listening to your customers are equally important.
more innovative to help business stand out above its competitors.
Brand awareness is what enters the mind of your clients when they see or hear Ex: Mr. Locsin, a manager of a milk tea shop, teaches his employees how to
your company’s name. communicate effectively with their customers. He doesn’t let their service to
Building your product to your audience more effectively will generate more become a problem. He encourages his staff to be more open and polite in
leads and equates to higher sales. dealing with them.
The importance of building brand awareness is to promotes your business, 2. Expectation - Exceeding your customers expectation means empowering
by building reputation, differentiate yourself from competitors, and develop and them. Let them feel in control, as if your business is built around them. It is
maintain loyal customers. better if you make recommendations and give offerings to get the customer
Here are some businesses that have a high level of brand awareness. best deal possible.
Ex: A furniture shop tells its customers that their order will be ready by the
• Starbucks
• 7-Eleven end of the month but you will have it ready three days earlier.
Starbucks siren logo is one of
If you see 7-eleven four
the most recognizable logos in 3. Appreciation - Showing appreciation can help your business maintain and
stripe colors (green,
the world. This coffee giant is manage good customer relationship.
white, orange, and red)
widely known by offering Ex: Ana, your long-time client deserves a reward of loyalty discount
you automatically
customers a relaxing program in your spa business. She earned points for availing your services and
recognize it as 7 eleven,
and enjoyable coffeehouse gets a discount on her next service.
the convenience store.
experience.
4. Feedback. Customer feedback is necessary to show you are ready to listen.
Customer feedback helps you find the best solutions to their problems. The
2. Understanding Customer’s Behavior better your offering meets their needs, the more your business will grow.
Ex: Nestor, a branch manager of a pizza shop wants to know how
Consumer behavior is the study of individuals and organizations and how they
customers like their products. He conducted a survey and simply placed a
select and use products and services.
comment box near the counter. After reading all the feedback, he thinks of
Customer’s behavior is influenced by three factors:
renovating his place to make it more attractive on social-media.
a. Personal factors – A person’s interests and opinions. Their age, life cycle,
and occupation will affect their taste preferences.
b. Psychological factors – A person’s ability to comprehend information, their
perception of their need, their attitude, will all play a part.
Well done! You just learned the important concepts in achieving marketing goals.
c. Social factors – Peer groups, from family and friends to social media
Now, let us answer the following exercises by applying what you have just learned.
influence. This factor also includes social class, income, and education level.
 EXERCISE

Choose the letter of the correct answer. Write your answers on your
notebook.
1. Goals should represent things to which you are willing to commit. What
attribute does it refer?
A. Attainable B. Realistic C. Specific D. Timely

2. Goals should be as clear and well-defined as possible. What attribute does it

refer?
A. Attainable B. Measurable C. Realistic D. Specific

3. What attribute does it refer if the company wants to establish criteria for
measuring progress in achieving goals.?
A. Attainable B. Measurable C. Realistic D. Specific

4. Goal keeps you on schedule, attaching deadlines on it will help you

accomplished them. What attribute does it refer?
A. Attainable B. Realistic C. Specific D. Timely
Quarter 1 Week 2-B
5. Making sure that the goal is not impossible to reach. What attribute does it
( ABM_PM11-1a-b1)
refer?
A. Attainable B. Realistic C. Specific D. Timely The learners should be able to define and understand
marketing principles, goals and approaches.

Enrichment Activity Republic Act 8293, section 176 states that: No copyright shall subsist in any
work of the Government of the Philippines. However, prior approval of the government
agency or office wherein the work is created shall be necessary for exploitation of such
work for profit. Such agency or office may, among other things, impose as a condition the
payment of royalties.
This ABMPackage is published to be utilized by the Schools Division of Iloilo.
You set a goal for yourself: “I want to become an accountant.” ALL RIGHTS RESERVED. No part of this learning resource maybe reproduced
Do you think this is a SMART goal? Why or why not? What or transmitted in any form or by any means electronic or mechanical without written
recommendations can you give to achieve this ambition? permission from the Schools Division of Iloilo.

Writer: RONA M. MINERVA

Graphic Artist: PATRICK T. LOMIGO
Layout Artist: KRISHEA MAE P. JARUDA
Reference and Photo Credits: Division Quality Assurance: Dr. KIM S. ARCEÑA
YLEM I. CAGURIN, MATM
EPS I - Mathematics: Dr. KIM S. ARCEÑA
Management Team:
Cynthia L. Greene ENTREPRENEURSHIP ideas in Action 6e Dr. Roel F. Bermejo, Dr. Nordy D. Siason, Jr.
Cynthia A, Zarate, Principles of Marketing for Senior High School Dr. Lilibeth T. Estoque, Dr. Azucena T. Falales
https://corporatefinanceinstitute.com/resources/knowledge/other/smart-goal/ Ruben S. Libutaque, Lilibeth E. Larupay, Dr. Kim S. Arceña
 GENERALIZATION Ordinary Goal vs SMART Goal

Goals help you stay on track and follow through with your plans.

It is important that your marketing strategy be consistent with

the goals you have set for yourself and business in the future. Ordinary Goal SMART Goal

I will learn more about

I will learn more about starting my own catering business by
starting my own business. obtaining information from the small
Specific Goals should be specific and answer “Who”? “What?
business administration and talking
“Why?” and “How”? It should be defined and clearly
stated. with the owners of three local catering
business by the end of the month.
General goal would be “I want to get good grades.”
A more specific goal would be “I want to get good grades
every quarter.”

Measurable Goals should establish ways to measure your

progress toward accomplishment.

Every night, I will review my lessons and study in Two Types of Goals
advance.
1. Short-Term Goals are things you want to accomplish in a short period of
Attainable Goals should not be too far out of reach. time.

This will help you figure out ways you can realize 2. Long-Term Goals are things you want to accomplish in a long span of time.
that goal and work towards it. Example, “I will create a It will tell where your business five to 10 years from now.
tool to organize the topics to study and focus more on the
difficult subjects.”

Realistic Goals should represent things to which you are

willing to commit.

“I will use checklist as a tool to organize the topics to

study and focus more on the difficult subjects.”

Timely Goals should have a time frame for achievement.

Building on the specific goal above, my grades every

quarter will determine my progress in achieving good By applying what you just learned, will helps push you further, gives you
grades. a sense of direction, and helps you organize and reach your goals.
 EXERCISE

Choose the letter of the correct answer. Write your answers on your notebook.

1. This traditional marketing approach assumes that consumers will favor

products that offer the most quality, performance and features.
A. Marketing Orientation C. Production Orientation
B. Product Orientation D. Selling Orientation

2. This marketing orientation satisfies consumers’ needs and wants such that
they do not harm the environment and provide the well-being of society.
A. Marketing Orientation C. Production Orientation
B. Product Orientation D. Societal Marketing Orientation

3. Philippine Airlines focuses its effort in satisfying their clients’ needs in a way
that their customers find their services are superior than other airline companies.
A. Marketing Orientation C. Production Orientation
B. Product Orientation D. Selling Orientation

4. Nelia needs to take an extra effort to sell her food products. She uses social
media and invite her friends on Facebook to check and like her posts. She also Quarter 1 Week 2-C
sends messages to her target customers. ( ABM_PM11-1a-b1)
A. Marketing Orientation C. Production Orientation
The learners should be able to define and understand
B. Selling Orientation D. Societal Marketing Orientation
marketing principles, goals and approaches.

Enrichment Activity Republic Act 8293, section 176 states that: No copyright shall subsist in any
work of the Government of the Philippines. However, prior approval of the government
agency or office wherein the work is created shall be necessary for exploitation of such
work for profit. Such agency or office may, among other things, impose as a condition the
payment of royalties.
Consider yourself as a loyal customer of a pizza shop. Considering This ABMPackage is published to be utilized by the Schools Division of Iloilo.
the contemporary marketing approaches, what additional features or ALL RIGHTS RESERVED. No part of this learning resource maybe reproduced
services do you expect to be offered along with your orders. or transmitted in any form or by any means electronic or mechanical without written
permission from the Schools Division of Iloilo.
Reference and Photo Credits:
Writer: RONA M. MINERVA
Graphic Artist: PATRICK T. LOMIGO
Cynthia L. Greene ENTREPRENEURSHIP ideas in Action 6e Layout Artist: KRISHEA MAE P. JARUDA
Cynthia A, Zarate, Principles of Marketing for Senior High School Division Quality Assurance: Dr. KIM S. ARCEÑA
Anna A. Mendiola, et al. Marketing for beginners: The Principles of Marketing YLEM I. CAGURIN, MATM
https://www.monash.edu>marketing EPS I - Mathematics: Dr. KIM S. ARCEÑA
thebodyshop.com ; pngegg.com starofservice.ph Management Team:
https://www.profitconfidential.com/ Dr. Roel F. Bermejo, Dr. Nordy D. Siason, Jr.
https://www.mcdonalds.com.ph/our-story Dr. Lilibeth T. Estoque, Dr. Azucena T. Falales
hiclipart.com stpeter.com Ruben S. Libutaque, Lilibeth E. Larupay, Dr. Kim S. Arceña
 GENERALIZATION EXAMPLES
Production Orientation McDonald’s is an American fast food
APPROACHES TO MARKETING company. In the Philippines, the company is
happy to serve local favorites like Chicken McDo,
Products and services may have evolved and improved through the Burger McDo and McSpaghetti. These favorites
years and Traditional Marketing can be used effectively even in the digital age. were specially made to cater to the unique
Filipino palate which is affordable and very
TRADITIONAL MARKETING APPROACHES convenient.
Product Orientation
Traditional Marketing refers to old or well-established techniques which Apple Inc. is an American
business organizations use to reach their customers. multinational technology company, which
produces highly sophisticated innovative
products. Apple tries to create new products
Production Product Selling Marketing Societal by utilizing the strengths of their production
Orientation Orientation Orientation Orientation Marketing teams. Apple knows what the customer wants
Orientation before they produce products that sell
themselves.
Traditional Marketing Definition Selling Orientation
Approaches St. Peter Life Plan Inc. is a pre-need death
care company that offers affordable traditional memorial
Focuses on the production and life to all segment of society.
distribution efficiencies. Customers are mostly Not all people are aware and likely to buy their
Production Orientation
interested in products that are affordable and products and services. The company needs an extensive
easily available. advertising and personal selling as their tactics to make
a sale. This company, provides best coverage of its wide
Business is more concerned in making
range memorial products and services attuned to the
and developing products that suits customers
changing needs of its clients, with its tag lines, “Kahit
Product Orientation needs. The orientation assumes that
Saan, Kahit Kailan, St. Peter Maaasahan.”
consumers will favor products that offer the
most quality, performance and features. Marketing Orientation
Product undertakes promotional efforts Coca Cola Company identifies new flavors that
to capture customers attention and sells the will suits the taste of every customers as it comes in a
Selling Orientation
products which depends on sales strategy to variety of flavor choices. The company focuses on its
make profit. product development matching customer tastes as they
change.
In marketing orientation, products and
services are created first, then marketers Societal Marketing
promote and sell them. It emphasizes the
Marketing Orientation
importance of understanding customers’ The Body Shop, a skin and
needs and wants and delivering them the cosmetics company, uses raw materials
desired satisfactions. like herbs, fruits, nuts and sells products
that are made with natural ingredients.
Businesses give emphasis on the benefits
Societal Marketing Alright! You have learned the Traditional Marketing Concepts. Let’s try
of consumers and society while attaining a
Orientation answering the following activity.
profit.
 EXERCISE
Choose the letter of the correct answer. Write your answers on your notebook.

1. Advertisement of this product and services is placed along roads and intersection
using billboards. What contemporary marketing approach was used?
A. Digital Marketing C. Outdoor Promotion
B. Online Marketing D. Sachet Marketing

2. This involves redesigning, packaging, and selling a product in a small package.

A. Digital Marketing C. Outdoor Promotion
B. Online Marketing D. Sachet Marketing

3. Businesses post information about the product through social media. What
contemporary marketing approach was used?
A. Digital Marketing C. Outdoor Promotion
B. Online Marketing D. Sachet Marketing

4. This type of outdoor advertising include billboards and signs.

A. Digital Marketing C. Outdoor Promotion
B. Online Marketing D. Sachet Marketing
Quarter 1 Week 2-D
5. Products and services are being advertised using digital medium. What contemporary
marketing approach was used? ( ABM_PM11-1a-b1)
A. Digital Marketing C. Outdoor Promotion The learners should be able to define and understand
B. Online Marketing D. Sachet Marketing marketing principles, goals and approaches.

Enrichment Activity Republic Act 8293, section 176 states that: No copyright shall subsist in any
work of the Government of the Philippines. However, prior approval of the government
agency or office wherein the work is created shall be necessary for exploitation of such
work for profit. Such agency or office may, among other things, impose as a condition the
payment of royalties.
You are starting a bakery shop and decided to use the best This ABMPackage is published to be utilized by the Schools Division of Iloilo.
technology to promote your business. Make a list of your promotional ALL RIGHTS RESERVED. No part of this learning resource maybe reproduced
activities and determine the advantages and disadvantages of using or transmitted in any form or by any means electronic or mechanical without written
different promotional approaches. permission from the Schools Division of Iloilo.

Writer: RONA M. MINERVA

Reference and Photo Credits: Graphic Artist: PATRICK T. LOMIGO
Cynthia A, Zarate, Principles of Marketing for Senior High School
Layout Artist: KRISHEA MAE P. JARUDA
Cynthia L. Greene, ENTREPRENEURSHIP ideas in Action 6e Division Quality Assurance: Dr. KIM S. ARCEÑA
www,adobomagazine.com > campaign spotlight YLEM I. CAGURIN, MATM
kamol-kulsomboonsin.blogspot.com EPS I - Mathematics: Dr. KIM S. ARCEÑA
https://blog.bannersnack.com/5-great-advertisement-ideas/ Management Team:
https://www.brookes.com.au/a-design-challenge-finding-better-alternatives-to-sachet- Dr. Roel F. Bermejo, Dr. Nordy D. Siason, Jr.
marketing Dr. Lilibeth T. Estoque, Dr. Azucena T. Falales
https://www.pngguru.com/ Ruben S. Libutaque, Lilibeth E. Larupay, Dr. Kim S. Arceña
https://www.emerald.com
 GENERALIZATION EXAMPLES
Digital Marketing
Technology has greatly affected the way that businesses conduct Marketing.
In this lesson, you will learn the various approaches and how it will build good marketing Smartphones company like Oppo use
relationship with customers. digital display screen where information of the
product is being introduced and advertised.
CONTEMPORARY MARKETING APPROACHES This form of digital signage is situated in
different locations to promote their product.
Contemporary Marketing includes strategies that focus on the customer’s needs Online Marketing
and wants that will bring satisfaction as well as build good business relationship with the
clients. Jollibee, creates a promotional
short film featuring “Kwentong Jollibee”, a
real -life storie of rejections, heartbreaks,
Digital Online Outdoor Mobile Sachet and true love. They share them in social
Marketing Marketing Promotion Marketing Marketing media like Youtube, Twitter and Facebook
to increase brand awareness and sales to its
target audience.
Contemporary Marketing
Approach Definition Outdoor Promotion The Nestle-owned candy bar Kit
Promoting products and services using Kat used billboards and signs to
variety of digital strategy tools like online deliver promotional marketing
Digital Marketing channels, electronic devices and digital messages to consumers. Nestle
technologies to engaged and connect with Corporation makes sure that this kind
more larger audience. of advertisement can be effective in
keeping their name in a place where
It uses internet to deliver promotional many people can see it.
marketing messages to customers. Businesses
Online Marketing
can post information about product updates and
provide special offers through social media.
Mobile Marketing
Advertising done outdoors that displays
Outdoor Promotion your promotional materials, Types of outdoor Mars made this great truck commercial
advertising include billboards and signs. to promote its new truck size chocolate.
Mobile billboards give your product a
It is placed on modes of public maximum exposure and provide great value.
transportation or in public transportation areas. Since they are always in motion, the visibility
Mobile Marketing It includes ads placed on the inside or outside of the product they promote increases every
of buses, trains, and taxis and other mobile day.
devices. Sachet Marketing In developing countries like the Philippines,
not all consumers can afford to buy a whole bottle of
This involves redesigning, packaging, and shampoo so they opt to buy a single-use sachet.
selling a product in a small package. This made Consumers also buy laundry products, coffee,
Sachet Marketing available for those who cannot afford to buy powdered drinks, hair care and cosmetic products in
products in larger quantity. single-use sachets.
https://www.emerald.com
Good job! We are done discussing the Contemporary Approaches of Marketing.
You are now ready to answer the questions on the next page.
 PRINCIPLES OF MARKETING
QUARTER 1 WEEK 2
(Answer Key)

WEEK 2-A WEEK 2-C

1. D 1. B
2. D 2. D
3. C 3. A
4. B 4. B
5. C

WEEK 2-B WEEK 2-D

1. B 1. C
2. D 2. D
3. B 3. B
4. D 4. C
5. A 5. A