Senior High School

PRINCIPLES OF
MARKETING

Cover photo courtesy of: Fiona Gael A. Llego

Principles of Marketing – Grade 12
Quarter 1 – Module 1: Marketing Principles and Goals
First Edition, 2020

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.

Borrowed materials (i.e., songs, stories, poems, pictures, photos, brand

names, trademarks, etc.) included in this module are owned by their respective
copyright holders. Every effort has been exerted to locate and seek permission to use
these materials from their respective copyright owners. The publisher and authors
do not represent nor claim ownership over them.

Published by the Department of Education

Secretary: Leonor Magtolis Briones
Undersecretary: Diosdado M. San Antonio

Development Team of the Module

Compiler/ Contextualizer: Elizabeth Lou A. Llego and Jennifer A. Sanchez

Editors/Reviewers: Alice Ganar, Daisy Von Dy,

John Paul J. Kapuno, Edwin L. Perino
Anna Hazel A. Vasaya, Joy Andilab,
Ricky G. Agbay

Management Team:
Dr. Rhea Mar A. Angtud, Ed.D
Schools Division Superintendent

Dr. Grecia Bataluna

Chief, Curriculum Instruction Division

Dr. Luis Derasin, Jr.

SHS Division Coordinator

Mrs. Vanessa Harayo, LLB.

Division EPS In-Charge of LRMS

Department of Education – Schools Division of Cebu City, Region VII

Office Address: New Imus Road, Day-as, Cebu City, Philippines

Telefax: 032-2551516
E-mail Address: [email protected]
Website: http://www.depedcebucity.com
 12

PRINCIPLES OF
MARKETING
Quarter 1- Module 1:
Marketing Principles and Goals

i
Introductory Message
For the facilitator:

Welcome to the Principles of Marketing, a specialized course in the Accountancy,

Business and Management strand. This 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 the learners grow their businesses.

This module was collaboratively designed, developed and reviewed by educators from
public institutions to assist you, the teacher or facilitator in helping the learners
meet the standards set by the K to 12 Curriculum while overcoming their personal,
social, and economic constraints in schooling.

This learning resource hopes to engage the learners into guided and independent
learning activities at their own pace and time. Furthermore, this also aims to help
learners acquire the needed 21st century skills while taking into consideration their
needs and circumstances.

In addition to the material in the main text, you will also see this box in the body of
the module:

Notes to the Teacher

This contains helpful tips or strategies that
will help you in guiding the learners.

As a facilitator you are expected to orient the learners on how to use this module.
You also need to keep track of the learners' progress while allowing them to manage
their own learning. Furthermore, you are expected to encourage and assist the
learners as they do the tasks included in the module.

ii
For the learner:

Welcome to the Principles of Marketing, a specialized course in the Accountancy,

Business and Management strand. This 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 you grow your future businesses!

The hand is one of the most symbolized part of the human body. It is often used to
depict skill, action, and purpose. Through our hands we may learn, create, and
accomplish. Hence, the hand in this learning resource signifies that you as a learner
is capable and empowered to successfully achieve the relevant competencies and
skills at your own pace and time. Your academic success lies in your own hands!

This module was designed to provide you with fun and meaningful opportunities for
guided and independent learning at your own pace and time. You will be enabled to
process the contents of the learning resource while being an active learner.

The following parts and corresponding icons:

This part includes an activity that aims to check

what you already know about the lesson to take.
What I Know If you get all the answers correct (100%), you may
decide to skip this module.
This will give you an idea of the skills or
What I Need to competencies you are expected to learn in the
Know module.

This is a brief drill or review to help you link the

What’s In current lesson with the previous one.

In this portion, the new lesson will be introduced

to you in various ways such as a story, a song, a
What’s New poem, a problem opener, an activity or a situation.

This section provides a brief discussion of the

lesson. This aims to help you discover and
What is It understand new concepts and skills.

This comprises activities for independent practice

to solidify your understanding and skills of the
What’s More topic. You may check the answers to the exercises
using the Answer Key at the end of the module.

This includes questions or blank

What I Have sentence/paragraph to be filled-in to process
Learned what you learned from the lesson.

This section provides an activity which will help

you transfer your new knowledge or skill into real
What I Can Do life situations or concerns.

iii
 This is a task which aims to evaluate your level of
Assessment mastery in achieving the learning competency.

In this portion, another activity will be given to

Additional you to enrich your knowledge or skill of the lesson
Activities learned. This also tends retention of learned
concepts.

This contains answers to all activities in the

Answer Key module.

At the end of this module you will also find:

References This is a list of all sources used in developing

this module.

The following are some reminders in using this module:

1. Use the module with care. Do not put unnecessary mark/s on any part of the
module. Use a separate sheet of paper in answering the exercises.
2. Do not forget to answer What I Know before moving on to the other activities
included in the module.
3. Read the instruction carefully before doing each task.
4. Observe honesty and integrity in doing the tasks and checking your answers.
5. Finish the task at hand before proceeding to the next.
6. Return this module to your teacher/facilitator once you are through with it.
If you encounter any difficulty in answering the tasks in this module, do not
hesitate to consult your teacher or facilitator. Always bear in mind that you are
not alone.

We hope that through this material, you will experience meaningful learning and
gain deep understanding of the relevant competencies. You can do it!

iv
 QUARTER 1
MODULE 1, WEEK 1
MARKETING PRINCIPLES AND GOALS

Content Standard : The learner demonstrates an understanding of the

marketing principles, goals, and traditional and
contemporary approaches to marketing
Performance Standard : The learner shall be able to plot marketing goals and
approaches for product or service
Competencies : Define and understand marketing principles, goals and
approaches.
ABM_PM11-Ia-b-1
Learning Outcomes : 1. Define and explain Marketing and its Concepts
2. Explain the Marketing Process
3. Identify the common Goals of Marketing
4. Formulate goals for the business of their choice
5. Identify the roles of a marketer

What I Know

Let us try to check what you already know about Marketing!

Instruction: Choose the letter of the best answer and write it on a separate sheet of
paper. Please do not forget to write the following in your answer sheet:

Name: _____________________________________ Year and Section: __________________

Subject: _______________________ Quarter No. ____________ Module No. ___________
Name of the Activity What I Know Date: _________________

_____1. Which of the following does NOT belong to the group?

A. Company B. Customers C. Competition D. Commodity

_____2. What is the total system of interacting business activities designed to plan,
price, promote and distribute want-satisfying goods or services to present
and potential customers?
A. Consumerism B. Market C. Marketing D. Promotion

_____3. Which is of the following is the marketing element that has something to do
with what is the most affordable price for customers, their capacity to pay,
and their willingness to pay?
A. Place B. Price C. Product D. Promotion

_____4. Which of the following refers to the condition wherein expectations are met?
A. Satisfaction B. Goals C. Want D. Objectives

7
_____5. Which is the type of product that has a physical form?
A. Intellectual Property B. Goods C. Experiences D. Service

_____6. Which of these are specific goals that can be measured in either short-term
or long-term period, and is characterized as Specific, Measurable, Attainable,
Relevant, and Time-bounded (SMART)?
A. Target B. Expectations C. Objectives D. Satisfaction

_____7. Which of these are aspirations that every company would like to pursue, the
general direction that it wants to take which serves as the main purpose of
the company, and are usually attained in a long period of time?
A. Goals B. Expectations C. Objectives D. Satisfaction

_____8. Which one is known as the 4P’s (Product, Price, Place, Promotion) of
Marketing?
A. Consumerism C. Sales promotion
B. Marketing mix D. Modern Marketing System

_____9. Which role of a marketer mediates between the interests of the company and
the needs of the consumers?
A. Instigator B. Innovator C. Integrator D. Implementer

_____10. Which is NOT an example of the marketing goals of most companies?

A. To generate a 15% increase in sales every year.
B. To develop and maintain a profitable base of loyal customers.
C. To understand customers’ behavior and communicate to them the
marketing offerings.
D. To develop products and services which contribute to the quality of life
and promote environmental conservation.

_____11. When a marketer ensures that their products have an edge over those
developed by the competitors, he takes on the role of an?
A. Instigator B. Innovator C. Integrator D. Implementer

_____12. Who among the following acquires goods or services for direct use and has
no intention of reselling them or using them to create another good or
service?
A. Consumer B. Customer C. Marketer D. Producer

_____13. Who among the following are the actual or the potential buyers of a product?
A. Customer B. Market D. Industry D. Target Market

_____14. Who among the following are the most probable and most logical customers
and may likewise be the heaviest customers?
A. Consumer B. Market C. Industry D. Target Market

_____15. Which of the following does NOT belong to the group?

A. Place B. Price C. Principles D. Product

8
 Lesson
Marketing and the Process
1

What I Need to Know

The customer is always at the center of the entire marketing process. Marketing is
continuously satisfying the customers’ needs and wants at a profit. It is therefore the
marketer’s challenge to create and produce products or services after identifying the
needs and wants of customers and to meet societal and environmental demands.

Consumers also need a certain level of marketing knowledge to properly

communicate their demands to these marketers. And this knowledge will benefit you
as a student as well as a consumer and as a future marketing professional.

This Lesson1 of Module 1 will enable you to:

• Define and explain Marketing and its Concepts
• Explain the Marketing Process

What’s In

Instructions: Carefully read the excerpt from Rey Gamboa’s Pinoy Success Story
taken from the Philippine Star on August 31, 2013 and answer the questions
below. Write your answer on a separate sheet of paper.

One of the Cinderella success stories in local

entrepreneurship is Julie’s Bakeshop which had its roots in
Cebu City. Business & Leisure talked with Mr. Bien Topacio,
a member of the Gandionco clan which started Julie’s
Bakeshop and is now the franchise business development
manager of Julie’s, as he traced the humble beginnings of the
bakeshop.
Figure 1

Julie’s came into being in 1981. Prior to that, Mrs. Julie Gandionco, the clan’s
matriarch who started it all, toiled hard as a canteen concessionaire of a large
factory in Cebu that employed thousands. If you run the canteen of such a huge
company serving thousands of hungry employees, one can imagine the volume of
cooked food that comes out of Julie’s kitchen, day in and day out, from morning to
afternoon. Even the bread that she served in the canteen accounted for a big volume,
such that she had to farm out her daily orders to many small bakeries just to keep
us with her daily bread allocation. In one of these bakeries, one of the employees, a

9
baker himself, remarked on how big her volume of daily bread needs was, and that
she should just consider putting up her own bake shop instead of giving the business
to others.

According to Bien, Julie herself loved to cook, which is essentially why she chose
the canteen business to start with, but she didn’t know a thing about baking. She
was hesitant to go into the bakery business, until the baker himself offered: “Why
don’t you just get me to bake for you and so you can open your own bake shop?

That was in 1981, and Julie’s Bake Shop opened in Wireless, Mandaue in Cebu. It
was an immediate hit, and not too long after, a second branch opened in Urgello St.,
and the chain of bake shops was well on its way. In 1988, the first Julie’s Bake
Shop opened outside of Cebu, in Iloilo City. All these stores were family-owned,
(some with partners) a testament to how hard-working the family was and how the
driven matriarch ruled by example. Here was a housewife/mother-turned-
businesswoman who did not have fancy educational credits to her name,
no master’s degree, or PhDs to speak of, just a lot of perseverance, hard work and
good business sense. Thirty-two years later, Julie’s Bake Shop is the largest chain
of bake shops in the Philippines. In this country where there is a bake shop in every
corner in every community, this is no mean feat.

Discussion Questions:
1. How did Julie start the baking business?
2. What was her strategy that she was able to open several branches after for a
short period of time and expand it outside Cebu City?
3. What is the classification of Julie’s Bakeshop as to its nature of business
activity?

What’s New

Marketing is a daily experience of an individual as a consumer. Do you recognize

what products and services do you regularly use or avail everyday?

ACTIVITY: FILL IN THE BLANKS

Instructions: Inside the parentheses below are different products. You are to choose
your favorite brand of that specific product category. The first one is given as an
example. Please do not forget to write the following in your answer sheet:

Name: _____________________________________ Year and Section: __________________

Subject: _______________________ Quarter No. ____________ Module No. ___________
Name of the Activity What’s New Date: _________________

10
 I am very eager to go back to school and learn new things. This school year is
quite challenging yet exciting. We really have to be adaptive to the new normal and be
innovative and be creative. We have transformed our living area as our study area. We
still have plenty of ex: Mygel (pens) and (1)________(pencils),
and (2)________(papers). We also utilized the unused sheets
of our old (3)________(notebooks). We only have limited
gadgets: one basic (4)________(cellphone), one
(5)________(smart phone) but these are for my parents’ use.
So, me and my two siblings just opted the printed modular Figure 2
modality.
I was so productive during the quarantine period. I
always got up early by setting the time from my
(6)________(alarm clock) at 6:00AM. After saying my
thanksgiving prayer daily, I started my routine by fixing
my bed, folding my (7)________(blanket). Every time I go
Figure 3 downstairs, I always brought with me my
(8)________(towel). My mom would always ready a list of
foods for me to cook breakfast. Now that we are just at home, I am given this task as
a responsible eldest child, so am certainly happy to be of service to my mom! Breakfast
is vegetable & fruits with (either (9)________(hotdog) or (10)________(corned beef) or
(11)________(tuna) and egg. My younger sibling also helps in preparing
(12)________(milk) for us and (13)________(coffee) for my dad. My mom is on diet and
will only take few slices of (14)________(bread) along with either (15)________(peanut
butter) or (16)________(cheese spread). We always eat together during breakfast. My
other sibling takes care of washing the dishes.

What Is It

DEFINITIONS OF MARKETING

Marketing

• is the process of continuously and profitably satisfying target customer’s

needs, wants, and expectations superior to competition (Go & Go, 2017)
• is a form of communicating or promoting the value of a product, service, or
brand to the customers (So, Torres, & De Guzman, 2016)
• is the activity, set of institutions, and process for creating, communicating,
delivering, and exchanging offerings that have value for customers, clients,
partners, and society at large as defined by The American Marketing
Association (2013)
• is a total system of interacting business activities designed to plan, price,
promote and distribute want-satisfying goods or services to present and
potential customers (William J. Stanton)

11
 • is a science and profession guided principally by the universal principles of
ethics, corporate citizenship, and corporate responsibility (Philippine
Marketing Association)

Through the years the definition of marketing has included non-profit institutions
like education and health care providers. It has also emphasized that business’
responsibility goes beyond the survival of the firm; the betterment of society should
also be considered. Marketing activities apply not only to profit-oriented businesses
(e.g. Jollibee, SM, etc.) but also to non-profit organizations (e.g. Philippine Red Cross,
foundations, and the like).

In simpler terms, Marketing is delivering customer satisfaction at a profit

by (1) attracting new customers by promising superior value, and (2) keeping
current customers by delivering satisfaction.

FIVE CORE CONCEPTS OF MARKETING (Kotler & Armstrong, 2001)

1. Needs, Wants, Demands (Expectations)
2. Market Offerings: Products and services
3. Value, Satisfaction, Quality
4. Exchange, Transactions, Relationships
5. Markets

1. Needs, Wants, Demands

Needs – are states of felt deprivation, a part of human makeup; these are
physiological necessities (food, clothing, shelter); including safety and
warmth; social needs-love, belongingness, relationships; esteem-prestige &
accomplishments; individual-knowledge & self-expression required by a
human being for the health and well-being of his body and mind. These are
the qualifying or the “gatekeeper” dimension in a purchase. An unsatisfied
need is defined as a condition that motivates a consumer to satisfy the
unmet need. Figure 4 below shows the hierarchy of needs according to
Abraham Maslow.

Wants - are more psychological, indicating preferences which could improve the
consumer’s life condition.

Demands – are human wants that are backed by buying power.

12
 Figure 4. Abraham Maslow’s Hierarchy of Needs

Marketing is thinking about business in terms of customer needs and their

satisfaction. And as peoples’ needs, wants, expectations are varied, more so
insatiable (cannot be satisfied), marketing therefore is dynamic as it changes
overtime as people change. All our needs must be satisfied like the need for food,
clothing, and shelter. Of course, not everyone shares the same tastes, preferences,
and beliefs in the benefits we get from commodities available in the market. We all
vary in looking for products or services that satisfies our needs, wants, and
demands/ expectations. It is in this regard that most companies conduct market
research on this before producing a product. Companies must make sure their
product is highly needed, will be wanted, and will meet the expectations of a
prospective market of the product to meet the marketing goals of the company.

2. Market Offerings

Product - is anything that can be offered to satisfy a need or a want: physical

product (good), service, experience, person, place, organization, information, idea.

Service – is a type of product; a work performed for remuneration/pay.

Key Players in Market Offerings

Marketer – is a person who identifies the goods and services needed or
wanted by customers and markets them.
Customer – is a person or business that buys goods or avails of services
produced.
Consumer – refers to a person who acquires goods or services for direct
use and has no intention of reselling them or using them to create
another good or service.

13
3. Value, Satisfaction and Quality

Value - refers to the value customers place on a product or service. Since

customers have different needs and buying capacities, consumers assign varying
values on the same product or service. The product with the highest quality does
not always provide the highest value for costumers. The perception of the value is
affected by the cost acquired to acquire the product or service.

Satisfaction – is the measure of how well customer expectations from a purchased

product or service have been met.

Quality – is closely related to satisfaction; its broad definition: ability to satisfy

customer needs; its narrow definition: no defects

According to Torres and De Guzman (2016), to ensure maximum value and

satisfaction, marketers must:
• Balance product or service quality and price
• Establish consistency among product availability, level of customer
service and efficiency.
• Create a buying atmosphere and deliver purchase convenience.

4. Exchange, Transactions, Relationships

Exchange - refers to the trade of things or services, or ideas of value between

buyer and seller. Offerings could be money, product, service, idea.

Transaction – refers to a trade of values between two parties; it is marketing's

unit of measurement. (either monetary transactions or barter transactions)

Relationship (Marketing) – is going beyond short-term transactions; it is long-

term relationships with valued customers, partners, etc. Marketing
network – is the company and all its supporting stakeholders

5. Markets

Market – according to an Economist's definition, it is a place (virtual or physical)

where buyers and sellers meet; Market – according to a Marketer's definition, it
is the set of actual and potential buyers of a product; the sellers of a product are
labeled as the “industry”.

Industry – according to a Marketer's definition, pertains to the sellers of a

product.

Target Market – the most probable and most logical customers and may likewise
be its heaviest customers.

14
THE MARKETING PROCESS

The marketing process can be illustrated in the following diagram: (So, Torres, & De
Guzman, 2016)

Figure 5. The Marketing Process

Prior to the marketing of specific products and/or services, a marketing company

conducts a thorough analysis of the external environment, the market, its
competitors and customers, and an incisive audit of its internal operating
characteristics. This is followed by the formulation of relevant marketing strategies
coupled with a calibrated response using the elements of marketing commonly
known as the 4P’s which stand for Product, Price, Place, Promotion. As soon as
marketing strategy is implemented, regular monitoring takes place to identify
deviations, and if necessary, adjust any or all elements of the marketing mix. This
will be further elaborated in Module 5.

As a process, Marketing involves creating the right product, offering it a right price,
making it available to consumers at the right place, and communicating it to them
with the right promotion. (see Marketing definition by the American Marketing Association
(2013 earlier).

The Marketing Activities The Marketing Elements (4P’s), or known as

in the Marketing Process the Marketing Mix
(Te, Marte, & Abrina, 2018)

Creating A product with useful and attractive features

for the customers
Pricing A price affordable to the customers
Distributing A place where customers can conveniently buy
the product
Communicating A promotion that will capture the attention of
customers

15
All these elements (4P’s) are strategically planned/mixed to complement one another
to achieve goals. Goods & services created based on customer’s dimensions of
satisfaction provides greater advantage in the competition. “The simplest, oldest, and
most natural way of marketing a service or product for profit and nonprofit purpose
is “by word of mouth”. To identify and appeal to a group of consumers, activities
such as advertising, branding, pricing, and sales are some of the strategic functions
involved.

Key Objectives of the 3C’s of Marketing: (Go & Go, 2017)

According to Go & Go (2017), “the overriding objective of the company is to first have
a bond with the customer to develop a relationship that is customer-centric, then to
think of a competitive advantage that addresses gaps in the customer’s world. This
means that while companies must primarily know the problems of the customers,
they must provide a solution while being profitably superior to their competition.”

Key Objectives of the 3C’s of Marketing (Go & Go, 2017)

3C’s Key Objectives
1. Customers 1. To satisfy the needs, wants and expectations of target
customers.
2. Competition 2. To outperform competition.
3. Company 3. To ensure corporate health and profit

The marketing philosophy of “being better than before, better than others and
better than expected” can provide a standard for judging marketing effectiveness.

What’s More

ACTIVITY: IDENTIFICATION

Instruction: Identify which of the 4P’s of Marketing is being referred to. Write your
answers on a separate sheet of paper.
_________1. A “Buy 1 Take 1” opening promo of burgers of a newly-opened food store.
_________2. The core i5 laptop of Lenovo ideapad series.
_________3. An online store that guarantees delivery of milk teas on time.
_________4. Max's Restaurants: The world is better when we come together.
_________5. The cheapest face shield I was able to buy.
_________6. Lazada, Zalora, and the other virtual stores
_________7. Facebook ads
_________8. Shall I buy the most expensive face mask?
_________9. Winrox: train to Busan
_________10. The only open gadget store in E-mall where I bought my smart phone.

16
 What I Have Learned

ACTIVITY: APPLICATION OF THEORIES/PRINCIPLES

Instruction: Choose an existing product in the market. List down five (5) of its top
competing brands. After which describe the competitive advantage of the product
you have chosen. Please do not forget to write the following in your answer sheet:

Name: _____________________________________ Year and Section: __________________

Subject: _______________________ Quarter No. ____________ Module No. ___________
Name of the Activity What I Have Learned Date: _________________

1. Choose the best product in the market _____________________________________

2. Choose its top 5 rival products: ____________________________________________
___________________________________________________________________________
3. What is the superior value (or the distinguishing or outstanding feature) of
your chosen product compared to its rivals in terms of the 4P’s of Marketing?
Product___________________________________________________________________
Price ______________________________________________________________________
Place______________________________________________________________________
Promotion ________________________________________________________________
4. If you were the 2nd best product (the no.1 rival product), what will you do to
outperform your competitor and make your product excel? Discuss your
answer. ___________________________________________________________________

What I Can Do

ACTIVITY 1: MY SIMPLE PROPOSAL

Instructions: Your father was a driver of a touring business and was offered to
purchase the van he is driving on a rent-to-own basis. He was able to pay with his
daily income as a driver, but when the pandemic started, he has yet to pay the
remaining balance of 25%. Tourism for now is out of service, and your father is out
of job. Now, he wants to sell it to make money. Your mom used to have an eatery
near the school a few years back but closed it to take care of the younger siblings.
Everyone is upset but you knew that when an opportunity closes, another opens,
and you just must be quick, adaptive, innovative, and creative, and seize the
opportunities out of these problems. You wanted to help-out and figured-out that
there is a better solution to your family’s problem. What would you propose to your
family, and how will you do it? Check the list of activities below and organize them
accordingly by writing the corresponding correct sequence. Please do not forget to
write the following in your answer sheet:

Name: _____________________________________ Year and Section: __________________

17
Subject: _______________________ Quarter No. ____________ Module No. ___________
Name of the Activity What I Can Do Date: _________________

Identify who will be your customers and analyze the buying behavior of the
possible customers in your area.
A. Make action plans, based on the marketing mix (4P’s).
B. Discuss with your family and help them analyze the market needs, wants, and
demands of the community this time of pandemic.
C. Develop strategies to check for positive response for your planned food business
from the customers.
D. Tell your relatives and friends to tell their friends of your new business.
E. You tell your parents how your family can market the family’s skills, capabilities,
expertise, resources, by pointing out that your mom can still actually continue
her food business and you father may serve as delivery serviceman.

ACTIVITY 2: MY SIMPLE MARKETING PLAN

Instruction: Craft a simple marketing plan of the above scenario, using the matrix
below.

The Marketing Process Activities

Creating
Pricing
Distributing
Communicating

Lesson
Goals of Marketing
2

What I Need to Know

This lesson 2 of Module 1 will enable you to:

• identify the common goals of marketing
• formulate your marketing goals for your product or service
• interpret the roles of a marketer

What’s In

ACTIVITY: UNFULFILLED MARKETING GOALS

18
Instructions: In the previous lesson, you have identified the different brands that
you are regularly using. This time I want you to research on two brands that no
longer exist. Research what cause the brand to fail? What unfulfilled marketing goals
contributed to this? Write your answers on a separate sheet of paper.

What’s New

One of the main goals of a company is to gain profit. However, for marketing-oriented
businesses, there are other important goals that need to be satisfied. In this Lesson2,
you will learn that marketing goals guide a company in achieving its objectives. With
the correct strategies, these goals can give the company a competitive advantage in
the market and enable it to sustain its functions and continuously serve its market
and reward its investors.

What Is It

MARKETING GOALS AND OBJECTIVES

Goals are aspirations that every company would like to pursue or the general
direction that it wants to take. Goals serve as the main purpose of the company and
are usually attained in the long term. Although it is primarily broad, a goal should
not be overly extensive that it becomes difficult to translate it into specific objectives.
Examples:
1. To become the market leader of a (particular) business or industry
2. To build customer loyalty through a (particular) marketing program
3. To expand our markets and identify new markets for our product or
service
4. To provide positive name of product or service or experience to
customers

Objectives are the specific goals that can be measured in the short term (one year
or less) or the long term (more than one year). Thus, objectives should be SMART or
specific, measurable, attainable, relevant and time-bounded.
Examples:
1. To achieve 20% of sales through online marketing this pandemic
2. To achieve 20% market share by the end of 2022
3. To generate a 15% increase in online sales every year
4. To increase the number of repeat customers by 5% every quarter

Marketing is the key for success of any organization whether it is for profit or non-
profit organization. By simply knowing its purpose you will be able to realize the
importance of marketing.

19
Common Marketing Goals

1. Understand the market and its consumers and satisfy their changing needs and
wants.

2. Introduce and innovate products and services that improve on human condition
and the quality of life and promote environmental conservation.

3. Design and implement effective customer-driven marketing strategies and

develop marketing programs that deliver superior value to consumers.

4. Build or develop and maintain mutually beneficial and profitable base of loyal
customers or lasting relationships with customers.

5. Capture customer value to create profits: building brand awareness, generating

high sales lead volume, establishing thought leadership, boosting sales, and
increasing brand engagement.
Brand – is a symbol, logo, words, or a combination of these elements that a company
uses to distinguish its products or services from others.

Branding – the ability of manufacturers to successfully distinguish their products

from other competitors.

Brand Awareness – is the extent to which a brand is recognized by potential

customers and is correctly associated with a particular product or service.

Thought leadership – is a technique that uses the expertise of people who can
provide the best answers to customers’ most challenging questions about the product
or service.

Lead Volume – is the number of sales leads that will ultimately be converted into
customers.

Sales Lead – is a potential customer who is interested in the product or service.

6. Support the other functional areas of business in achieving the company or

corporate goals.

7. Promote value transactions with full regard to the well-being of societies.

The Roles of the Marketer

One of the primary goals of the company is to maintain a profitable base of loyal
customers. The primary focus of marketing is that all marketing activities are
integrated and focused on the customers. The job of the marketer is not just to find
the right customers for the product, but also to find or develop the right products for
customers. Thus, Comstock, Gulati, and Liguori (2010) have identified these
important functions or the 4 roles of a marketer in a company:

1. Instigator – marketers serve as strategists who analyze current market trends to

guide actions of the company. This requires them to “think outside the box”

20
 and come up with creative ways to change the status quo and gain an
advantage over the competition.
2. Innovator – marketers are tasked with researching the kind of product the
customers need and ensure that the product developed not only meets
customers’ expectations but also exceeds them. The marketer also ensures
that their products have an edge over those developed by the competitors.
3. Integrator – marketer mediates between the interests of the company and the
needs of the consumers, ensuring that they are integrated into the
development of the product. They communicate customer insights and
opinions to the company and make sure that this information reaches the
concerned departments, such as the sales department and R& D (Research
and Development) department, to aid product development.
4. Implementer – this role is more general. The marketer ensures that the marketing
strategy for the developed product is in place and implemented effectively. The
marketer makes sure that the strategy and production process are integrated,
and all customer insights are considered.

There are other specific roles and functions of a marketer, and since the lifeblood of
the company is profit, the marketer’s main responsibility is to maximize profitability.
Nevertheless, a company has goals and objectives other than gaining income, that is
why a marketer must exert all effort to achieve these.

What’s More

ACTIVITY: IT’S YOUR GOAL!

Instructions: You are to create your own dream company with your ideal product
or service. What will be your goals and objectives to make your business succeed?
Follow the format below and please do not forget to write the following in your answer
sheet:

Name: _____________________________________ Year and Section: __________________

Subject: _______________________ Quarter No. ____________ Module No. ___________
Name of the Activity Lesson 2: What’s More Date: _________________

Your Dream Company Name ______________________________________

The type of Business ______________________________________
Product or service you will offer ______________________________________

Goals Objectives
1. 1.
2. 2.
3. 3.

21
 What I Have Learned

ACTIVITY: CASE OVERVIEW - YELLOW CAB PIZZA COMPANY

(Zarate, Principles of Marketing , 2017)

Often mistaken as an international brand, Yellow Cab Pizza Co., is a local fast-food
chain that offers New York-style pizzas. The name Yellow Cab came from the colors
yellow and black, which are common colors of taxicabs. Albert Tan, Eric Puno, and
Henry Lee founded the pizza company in 2001 and it is now owned by Max’s Group.
It currently has 130 stores nationwide. Each store features an open kitchen, exposed
pipes, graffiti, and concrete walls that capture the New York vibe.

The company’s vision is customer engagement, and its goal is customer loyalty.
Achieving this goal is a concerted effort. The company creates products that embody
innovation and value for money and employees are trained to be customer-oriented
and improve food, service, and cleanliness daily. This ensures that customers keep
coming back and that more will follow.

Instructions: Answer discussion questions below and please do not forget to write
the following in your answer sheet:

Name: _____________________________________ Year and Section: __________________

Subject: _______________________ Quarter No. ____________ Module No. ___________
Name of the Activity Lesson 2: What I Have Learned Date: _________________

1. Identify Yellow Cab’s goals and objectives.

2. If given the task to become the Manager of a branch of Yellow Cab, how would
you ensure the goals and objectives are carried out? Do you think that the
goal of keeping loyal customers is enough to sustain the business, considering
that it has many competitors? Why or why not?

What I can Do

ACTIVITY: ROLE PLAY (Individual or by pair)

Instructions: Play the role of a marketer. Choose one from the four (4) roles. Since
you are at home, submit a written script or a video portraying your role as a marketer.
Create a situation on how you will conduct yourself as a marketer given the role that
you have chosen. Be creative and assertive and enjoy!

22
 Assessment

Finally, you are almost done with Module 1 ABM students! By this time, you should
be enriched, and at the same time excited to finish your module, so here is a graded
test.

MULTIPLE CHOICE. Read and analyze each item carefully. Write the letter only and
please do not forget to write the following in your answer sheet:

Name: _____________________________________ Year and Section: __________________

Subject: _______________________ Quarter No. ____________ Module No. ___________
Name of the Activity Assessment Date: _________________

1. Which of the following are human wants that are backed by buying power?
A. Needs B. Wants C. Demands D. Satisfaction
2. When a marketer comes up with creative ways to change the status quo and gain
an advantage over the competition, he plays the role of a?
A. Innovator B. Implementer C. Instigator D. Integrator
3. Which of the following is the process of continuously and profitably satisfying
target customer’s needs, wants, and expectations superior to competition?
A. Branding B. Marketing C. Pricing D. Relationship marketing
4. Which of the following is NOT part of the marketing activities in the marketing
process?
A. Creating B. Distributing C. Branding D. Pricing
5. Mr. Teng acquires lots of goods for direct use and stores it in his stockroom. He
does not intend to resell it to others. Mr. Teng is a _______?
A. Competitor B. Consumer C. Customer D. Marketer
6. Which of the following is the marketing element that aims to capture the attention
of the customers?
A. Place B. Price C. Product D. Promotion
7. Who among the following is responsible for identifying the goods and services
needed or wanted by customers and markets them?
A. Consumer B. Innovator C. Instigator D. Marketer
8. Which of the following is a symbol, logo, words, or a combination of these elements
that a company uses to distinguish its products or services from others?
A. Product C. Brand
B. Unique selling proposition D. Promotion
9. Which does NOT belong as a core concept of Marketing?
A. Needs, Wants, Demands C. Exchange, Transaction, Relationship
B. Value, Satisfaction, Quality D. Lead Volume, Sales Lead, Branding

23
10. When a Marketer helps facilitate the entire production and selling process, he
plays the role of a?
A. Instigator B. Innovator C. Integrator D. Implementer
11. When a Marketer communicates customer insights to the different departments
of the company, he becomes a?
A. Instigator B. Innovator C. Integrator D. Implementer
12. When a Marketer is tasked with analyzing the current market trends to guide the
actions of the company, he plays the role of a?
A. Instigator B. Innovator C. Integrator D. Implementer
13. Which of the following is closely related to satisfaction?
A. Demands B. Needs C. Quality D. Value
14. When a Marketer oversees the product to be manufactured by contributing to
the designing process, he becomes a?
A. Instigator B. Innovator C. Integrator D. Implementer
15. Which of the following is NOT true to the Principles of Marketing?
A. Companies create value for customers and build strong relationships to capture
value from customers in return.
B. Marketing concerns itself with the tricks and techniques of getting people to
exchange their cash for products.
C. Marketing involves creating the right product, offering it at the right price,
making it available to consumers at the right place, and communicating it to
them at the right promotion.
D. Marketing is delivering customer satisfaction at a profit by (1) attracting new
customers by promising superior value, and (2) keeping current customers by
delivering satisfaction.

Additional Activities

Congratulations ABM Students! One final step and you are done. Here it is…

Instruction: Create your dream company’s tagline. (Taglines are brief and catchy
statements that convey the personality and benefits of the products to consumers).

Below are sample taglines from known companies for your reference.

Banco de Oro (BDO) - “We find ways”

Metropolitan Bank and Trust Company (Metrobank) - “You’re in Good Hands”
Gaisano Grand Malls - “Everyday is a savings day”

24
 Answer Key 6. E
5. B
Lesson 1 4. D
10. Place 3. A
Place 6. Place 9. Promotion 3. 2. F
Product 5. Price 8. Price 2. 1. C
Promotion 4. Promotion 7. Promotion 1. Activity 1
What’s More (Activity 2) What Can I Do

References

Book References
Go, J., & Go, C. E. (2017). Principles and Practices in Marketing in the
Philippine Setting. Quezon City: Josiah and Carolina Go Foundation, Inc.
Kotler, P., & Armstrong, G. (2001). Principles of Marketing. Prentice Hall.
So, R. C., Torres, O. G., & De Guzman, A. A. (2016). Principles of Marketing.
Quezon City: Vibal Group Inc.
Te, D. M., Marte, R. B., & Abrina, D. M. (2018). Principles of Marketing for
Senior High School. Quezon City: C & E Publishing, Inc.
Zarate, C. A. (2014). Principles of Marketing. Quezon City: C&E Publishing,
Inc.
Zarate, C. A. (2017). Principles of Marketing . Quezon City: C & E Publishing,
Inc.

Figures
Figure 1- Julie’s Bakeshop, Date Accessed 8/19/20,
https://www.juliesbakeshop.com.ph/
Figure 2-Activity 1: School Kits, Date Accessed 8/19/20,
https://schoolkits.ng/must-have-school-stationary-supplies-for-kids/
Figure 3- The #1 Thing Grocery Stores Don't Want You to Do, Date Accessed
8/19/20, https://www.eatthis.com/grocery-stores-dont-want-you-to-do/
Figure 4-Abraham Maslow’s Hierarchy of needs, Date Accessed 8/19/20,
https://www.simplypsychology.org/maslow.html
Figure 5-The Marketing Process, (So, Torres, & De Guzman, 2016))

Websites
Pinoy Success Story: Julies Bakeshop, Date Accessed 8/19/20,
https://www.philstar.com/business/2013/08/31/1153291/pinoy-
success-story
Principles of Marketing, 9th Edition (Kotler and Armstrong), Date Accessed
8/19/20,https://www.academia.edu/40693667/Kotler_Principles_of_Mar
keting_9th_Edition
What’s More Activity 2, No. 4 & 9, Best TV ads, Date Accessed 8/19/20,
https://www.bestadsontv.com/news/index.php?reg=23

25