Principles of Marketing Q2 Module 11 Grade 11 PDF

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Senior High SchoolPrinciples of MarketingQuarter 2 – Module 11 :Managing the Marketing EffortThe Marketing ProcessWriter:####### ANA LIZA C. GARCIATeacher II-SHS Natividad High School, Cluster II Editors: JANE P. VALENCIA, EdD – Math/ABM Supervisor CHAIRMAN MARK JOSEPH V. SANGIL, DBA – MT- IWhat I N...

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Senior High School

Principles of Marketing Quarter 2 – Module 11:

Managing the Marketing Effort The Marketing Process

Writer:

ANA LIZA C. GARCIA Teacher II-SHS Natividad High School, Cluster II Editors: JANE P. VALENCIA, EdD – Math/ABM Supervisor CHAIRMAN MARK JOSEPH V. SANGIL, DBA – MT- I

What I Need to Know

This module was designed and written with you in mind. It is here to help you master the subject Principles of Marketing. The scope of this module permits it to be used in many different learning situations. The language used recognizes the diverse vocabulary level of students. The lessons are arranged to follow the standard sequence of the course. But the order in which you read them can be changed to correspond with the textbook you are now using After finishing this module, you are expected to:   

Analyze Marketing Opportunities (The Micro/Macro Environment) Selecting Target Markets Organizing,Implementing,and Controlling the Marketing Effort

What I Know

Directions: Choose the letter of the correct answer. Write the letter that corresponds to your answer on a separate sheet of paper. 1. _____ is the set of benefits a company promises to deliver it’s consumers to satisfy their needs. a. An attribute b. A money-back guarantee c. A value proposition d. Good customer service 2. Building, keeping and growing profitable value-laden relationship with all customers of a company is called_____. a. Customer relationship management b. Customer lifetime value c. Customer perceived value d. Societal marketing 3. Consumer research, product development, communication, distribution, pricing and service are all core_____ activities. a. exchange b. customer relationship management c. marketing d. production 4. Customers buy from stores and firms that offer the highest _____. a. Company image b. Concern for society’s interest c. Customer perceived value d. Level of customer satisfaction

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5. Frequent flyer programs offered by airlines are an example of a _____. a. Basic customer relationship b. Club marketing program c. Consumer relationship management technique d. Frequency marketing program 6. Greater consumer control means that companies must rely on marketing by _____ and than by _____. a. Inspiration, competition b. Interaction, intrusion c. Interruption, involvement d. Producing, selling 7. In addition to attracting new customers and creating transactions, the goal of marketing is to _____customers and grow their business. a. Educate b. Encourage c. Entertain d. Recognized 8. The product concept says that a company should _____ a. Devote its energy to making continuous product improvements. b. Focus on the target market and make products that meet those customer’s demands. c. Improve marketing of its best products d. Make promoting products the top priority 9. The ultimate aim of customer relationship management is to produce____ a. A reliable database b. Customer equity c. Market share d. Profits 10. Whch of the following has not contributed to the deeper more interactive nature of today’s customer relationship? a. E-mail b. Online social network c. Traditional advertising d. Web sites Test II: DIRECTION: Write TRUE if the statement is correct and FALSE if it is not. _____________1. According to the text, marketing means “selling” or “advertising”. _____________2. Marketing plays an essential role in creating customer satisfaction. _____________3. Marketing discourages the development and spread of new ideas, goods, and services. _____________4. Actually making goods or performing services is called marketing. _____________5. Marketing is both a set of activities performed by organizations and a social process.

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Lesson

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Managing the Marketing Effort (The Marketing Process)

As you proceed to this module, you will understand the definitions of the different scope of marketing analysis (SWOT Analysis), marketing planning, marketing implementation, marketing control Let us rewind and freshen up your brain by arranging the marketing vocabulary on our previous lesson. Write your answer on a clean sheet of paper.

What’s In

Notes to the Teacher This module is good for one week and it will discuss the Managing the Marketing Effort (The Marketing Process) and its classification. Please inform students/learners to be extra careful in dealing with the activities so as not to fail the subject.

Look at the following jumbled words. Rearrange the letters to form the correct and proper word by looking and analyzing the questions below the jumbled words. 1. NTCMOIOTIEP 2. SPLSUPIER 3. SPULIBC 4. POTNITOPRUIES 5. TGERAT TAMKER 6. NATCIO SNALP 7. GAMRINKTE NPAL 8. SCUSROTME 9. GNMARIKET SSPCERO 10. INGTERMAK STFOFRE

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1. A new product’s competitive position in the market can be determined through the use of marketing tools. 2. To provide necessary raw material at the required quantity, price and time should also be considered. 3. This are important in order to anticipate societal expectations.

4. It may emerge from the increasing consumer disposable income,. 5. A perceptual map can be used to determine the specific segmentit should target, in comparison to exesting competitors. 3

6. Conventionally use the marketing mix as the foundation of implementation. 7. A document describing the current market position of a business and strategies designed to accomplish its objectives. 8. A person or organization that buys goods and services. 9. A series of steps that allow organizations to identify customer problems. 10. The resources a company dedicates to promoting its products and services

What’s New DIRECTION: Choose the letter of the correct answer. Write the letter that corresponds to your answer on a separate sheet of paper. 1. _____ is the task of selecting an overall company strategy for long-run survival and growth. a. Annual market planning b. Advertising c. Short-term planning d. Strategic market planning 2. What is your business? Who’s our customer? What do our customers value? What should our business be? All these simple-sounding questions define a firm’s _____. a. Business portfolio b. Marketing and functional strategies c. Mission statement d. Objecitves and goals 3. A _____ defines a business in terms of satisfying basic customer needs. a. Annual plan b. Market oriented mission statement c. Operational plan d. Strategic plan 4. The collection of business and products that make up a company is called _____. a. Business portfolio b. Mission statement c. Operational factors d. Strategic plan 5. The purpose _____ is to find ways in which the company can best use its strength to take advantage of attractive opportunities in the environment. a. A market b. Operational planning c. Strategic planning d. Short-term planning 6. Making more sales to current customers without changing a firm products is _____. a. Industry attractiveness b. Market development

b. Market development c. Market penetration d. Product development 4

7. The process of dividing a market into distinct groups of buyers with different needs characteristics, or behaviors is called _____. a. Market extension b. Market sewgmentation c. Marketing strategy d. Target marketing 8. For Hyundai Corporation, customers who care about price and operating economy make up the firm’s _____. a. Customer extension b. Market segment c. Position d. Value network 9. Increasingly in today’s marketplace, competition takes place between the _____. a. Entire value-delivery network of firms. b. Large and small competitors c. Market leaders only d. Number 1 and number 2 spots firms 10. Disney is identifying and developing new markets for its theme parks. Disney is exploring possibilities for _____. a. Diversity b. Market development c. Market penetration d. Product development

What is It

The MARKETING PROCESS is the process of discovering unfilled customers needs. It involves identifying opportunities, target market, designing and planning market strategies and programs and organizing, implementing, monitoring and controlling the result. THE MARKETING PROCESS: 1. 2. 3. 4. 5.

Analyzing marketing opportunity Selecting target analysis Designing Marketing Strategies Planning Marketing Programs Organizing, Implementing and Controlling the Marketing Effort

To be successful in any business, the company must look closely to the environment and market. On the other hand, constraint are those factors that will reduce profit or limit the expansion of the business. In order to evaluate the opportunities and constraint SWOT Analysis (strength, weaknesses, opportunities and threats) is to be conducted. SWOT analysis is a managerial tool to assess the environment. Strength and weaknesses are internal in an organization. While opportunities and threats exest in the external environment.

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Designing Marketing Strategies After selecting the target market, Metro Corporation must select the marketing strategies to employ. These are selected with the objective of increasing awareness, revenue and profits. The selected strategies can be applied during the product’s introduction into the market. Marketing strategies can be defined as comprehensive programs of action involving the use of organizational resources to achieve marketing objectives.

Planning of Marketing Programs The planning of marketing programs involve developing and implementing action plans or tactics under each strategy. Action plans or tactics conventionally use the marketing mix as the foundation of implementation. Place variables may also be involved. The company may decide to utilize its existing distribution network (coverage), but include the use of independently owned local dealers (channels) who shall be responsible for stocking the product inventory to service various product retailers and eliminate stock outs. The fourth P (promotion) assumes a major role in the implementation of the company’s market penetration strategy. Product advertising (advertising) may be released and broadcast in advance to create and sustain new product awareness. There will be product sampling (consumer promotion) during the first three weeks of the product launch. A social media account will be created (social networking) to harness the influence of the internet on the new products target market. Separate budgets would be allocated to these marketing mix variables. These are limitless possible combinations and budgetary allocations for each marketing mix variables. To a large extent the success of the company’s marketing program would depend on the proper selection of the variables to be used and the financial support extended to each of the variable.

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What’s More

Activity No. 1 Fill in the blanks by choosing the appropriate word or group of words in the box. Writer the correct answer on the space provided before the number. Competition

Publics

Marketing Efforts

Suppliers

Action Plan

Marketing Plan

Brand

Customer

Opportunities

Durable goods

Target Market

Marketing Process

__________1. A person or organization that buys goods or services. __________2. This are important in order to anticipate societal expectations. __________3. A perceptual map can be used to determine the specific segement it should target, in somparison to existing competitors. __________4. A new product’s competitive position in the market can be determines through the use of marketing tools. __________5. A document describing the current market position of a business and strategies designed to accomplish its objectives. __________6. A series of steps that allow organizations to identify customer problems. __________7. Conventionally use the marketing mix as the foundation of implementation. __________8. The resources a company dedicates to promoting its products and services. __________9. To provide necessary raw materials at the required quantity, price and time should also be considered. __________10. It may emerge from the increasing consumer disposable income. Activity No. 3 Direction: Write TRUE if the statement is correct and FALSE if it is not. __________1. One advantage of SWOT analysis is that it helps managers to, identify strengths that are almost always sources of competitive advantages that are sustainable. _________2. Value chain analysis assumes that a firm’s basic economic purpose is to create value and it is a useful framework for analyzing a firm’s strengths and weaknesses. _________3. Stockholders value means the same thing as customer value. _________4. In value chain analysis, value is measured by market value of the total stock outstanding of the company. _________5. Support activities provide support for primary activities. _________6. Establishing a customer service hotline to handle customer...