PRINCIPLES OF MARKETING

Name of Learner: Grade:

Section: Date:

LEARNING ACTIVITY SHEET STRATEGIC

MARKETING

Background Information for Learners:

Marketing guru Peter Drucker said: “Marketing is not only much broader than selling, it is not a
specialized activity at all. It encompasses the entire business. It is the whole business seen from the point
of view of its final result, that is, from the customer’s point of view.”
Marketing is not only an act of promoting and advertising a product. It covers the whole entire
activities of an enterprise. An accurate understanding of market needs and a willingness to shape the
business and its products around the needs of selected customers are the requirements that an enterprise
or business should met. These requirements are being fulfilled by Strategic Marketing.
Strategic Marketing is at the heart of devising a feasible Business Formula because a Business
Formula has to take into account an enterprise’s competitive advantage and its choices to serve some
markets and not others.
This self-learning activity sheet leads learners to explain what is strategic marketing and the
process involve in it.

Learning Competency with code:

Distinguish between strategic and marketing planning in terms of objectives and processes
(Quarter 3, Week 6) ABM_PM11-Ie-i-9

Directions/Instructions:

Read and follow carefully the given instructions given in each activity.
Activity 1
Read, analyze, and differentiate the statement in the 2 boxes and answer the questions
below.

“Let’s do everything we can - and try “Let’s do only what our rivals cannot do as
to sell to everyone.” well as us - and sell only to those markets
that want what we excel at.”

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 a) Explain in 3 sentences what does each statement want to employ?

Statement (a) aims to pursue a broad market approach, seeking to maximize sales by targeting a wide range of
customers and offering a variety of products or services. It emphasizes extensive marketing efforts and a
willingness to cater to diverse consumer needs. Statement (b) advocates for a niche market strategy, focusing
on delivering specialized products or services that differentiate the company from its competitors. It
prioritizes understanding and fulfilling the specific demands of a select group of consumers who highly value
the unique offerings provided.

b) Explain what is/are the difference/s of these statements.

The primary difference between the two statements lies in their market strategies. Statement (a) adopts a
mass-market approach, while statement (b) embraces a niche-market strategy. Statement (a) seeks to cater to
a broad audience and maximize sales, whereas statement (b) prioritizes differentiation and focuses on
serving a specific segment of the market.

c) What particular aspect do the statement wish to convey?

Statement (a) conveys a mindset of inclusivity and ambition, emphasizing reaching as many customers as
possible and maximizing market penetration. In contrast, statement (b) underscores a focus on specialization
and excellence, aiming to excel in a particular area and serve a targeted audience with unique offerings.

Activity 2
True or False. Before the letter, write True if the statement is correct and False if the statement
is wrong. If your answer is False, underline the phrase or word that makes the statement incorrect. Write
the correct phrase or word above the incorrect underlined phrase or word.

True a) The strategic plan involves adapting the firm to take advantage of opportunities in its constantly
changing environment.
Customer`s Satisfaction
False b) The central objective of any company will be product distribution so they may dominate the
market.

True c) A well thought out plan for offering value and solutions to your target market allows the
company to discover the needs of the targeted customers and fulfill those needs in a cost effective
and timely fashion.

True d) Strategic planning starts with its overall purpose and mission.

True e) The strategies and actions implemented at the functional (department) level must be consistent
with and help an organization achieve its objectives at both the business and corporate levels and
vice versa.

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Activity 3
Find out the Three Phases of Strategic Marketing Process. After which, describe each
process in your own words. Write your answer on the given space below.

3.1 Planning: This phase involves setting objectives, analyzing the market and competition, identifying target
audiences, and developing strategies to achieve the organization's goals. It's about laying down a roadmap for how
the company will navigate through the competitive landscape and achieve success.

3.2 Implementation: In this phase, the plans developed in the previous stage are put into action. It involves
executing marketing strategies, allocating resources, coordinating activities across different departments, and
launching campaigns or initiatives aimed at reaching the target market.

3.3 Control: The control phase focuses on monitoring and evaluating the performance of the marketing efforts
against the set objectives. It involves gathering and analyzing data, measuring key performance indicators,
identifying deviations from the plan, and making necessary adjustments to ensure that the marketing activities stay
on track and deliver the desired results.

Activity 4
Where do I Belong? Listed below are the components that needs an attention in the 3 Phases of
Strategic Marketing Process. Group them according to the phases they belong.
Actionable versus contingent Marketing Strategy Designing
Marketing Organization Measurable versus Vague
Developing Planning Schedule Obtaining Resources
Executing the Marketing Plan Setting of Marketing and Product Goals Market
Product focus and Goal Setting Strategy Versus Tactic
Marketing Program SWOT Analysis

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 PLANNING IMPLEMENTATION CONTROL

SWOT Analysis Obtaining Resources Strategy versus tactic

Marketing
Program Designing Marketing Measurable versus
Organization vague

Setting Marketing & Developing Planning Actionable versus

Product Goals Schedules Contingent

Market-Product focus
and Executing the Marketing strategy
Goal Setting Marketing
Plan
Activity 5
Based from the answer above, draw a Flow Chart illustrating the process of strategic marketing.
Give a brief explanation to your flow chart. (Use separate sheet for your answer).
Guide Questions:
1. What is the central objective of a company in order to dominate in the market?

The central objective of a company to dominate in the market is to effectively plan and implement strategies that
address the needs and preferences of their target audience better than their competitors. This involves
understanding the market and competition, identifying opportunities for growth, and developing strategies to
capitalize on those opportunities.

2. How to have an effective strategic marketing process?

An effective marketing plan follows a step-by-step process: planning, implementing, and controlling. First, the
company sets clear goals, studies the market, and figures out who they're targeting. Then, they put their plans into
action, wisely using their resources and running campaigns. Finally, they keep an eye on how things are going,
collecting data and seeing if they're meeting their goals. If they're not, they adjust their approach until they get the
results they want. This cycle helps them to have an effective strategic marketing process.

Rubrics for scoring

Essay Rubric
Features 4 3 2 1
Quality of Very Somewhat Give new Give no new
Work/Writing informative and informative and information but information and

4
 well-organized organized poorly very poorly
organized organized
Ideas Present ideas in Presents ideas in Ideas are too Ideas are vague
an original a consistent general or unclear
manner manner
Understanding Writing shows Writing shows a Writing shows Writing shows
strong clear adequate little
understanding understanding understanding understanding
Grammar Virtually no Few spelling A number of So many
spelling and and grammatical spelling and spelling and
grammatical errors grammatical grammatical
errors errors errors

Reflection
Outline a strategic plan for yourself to begin planning for a job after graduation. Include your
value proposition, targeted organizations, objectives, strategies, and the internal and external factors that
may affect your plans.

Crafting my path to a CPA career post-graduation demands a strategic plan:

Value Proposition: Blend of analytical skills, attention to detail, and ethics.
Targeted Organizations: Public accounting firms, corporate finance, and government agencies.
Objectives: Obtain CPA certification, gain experience, build a network, enhance skills.
Strategies: Prepare for CPA exam, network actively, seek internships.
Internal Factors: Commitment, time management, financial resources.
External Factors: Economic conditions, regulations, industry trends.
This plan integrates strengths with the dynamic professional landscape, guiding me toward success in accounting .

References for learners

1. Kotler, Philip (1999). Principles of Marketing. New Jersey, USA. Prentice Hall Europe
2. Tanner, Jeff. (2012). Principle of Marketing.Creative Commons by-nc-sa 3.0
(http://creativecommons.org/licenses/by-nc-sa/ 3.0/)
3. https://www.cleverism.com/strategic-marketing-process-complete-guide

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 PRINCIPLES OF MARKETING
Name of Learner: Grade:
Section: Date:

LEARNING ACTIVITY SHEET TACTICAL

MARKETING
Background Information for Learners:

When one is clear about having specific strategies and start working on it, the success is an
assurance. But for that, people need to understand how they will implement the strategies.
Unlike its higher-level counterpart, strategic marketing, tactical marketing is about the specific
tools and techniques your company will use to meet its goals. A tactical marketing plan breaks down
those business goals into marketing objectives, then details the marketing strategies and tactics that will
be used to achieve those objectives.
This activity will help you to choose the right market channel and you will be able to
promote and advertise media which will further help you to reach your customers.

Learning Competency with code:

Distinguish between strategic and marketing planning in terms of objectives and processes
(Quarter 3, Week 7) ABM_PM11-Ie-i-9

Directions/Instructions

Read and follow carefully the given instructions given in each activity.
Activity
1. To start, conduct a Situation Analysis to determine the best opportunity for your company. The glean
information will be an input needed to form your marketing objectives (SMART- Specific, Measurable,
Attainable, Realistic, and Time-bounded). The Situation Analyses vary in terms of their structure and
depth, but a good baseline situation analysis of Tactical Marketing Plan covers the following factors.
Distinguish which among the following factors describe the statement below. Given choices are in
the box.

Business Goals Industry Standing Target Audience

Current Clientele Marketing Efforts S.W.O.T.

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 a) The general size and scope of agreements with your clients and how most of them were
acquired. Current Clientele
b) The annual target you have for your business such as revenue growth, service expansion
and so forth. Business Goals
c) Your previous or current efforts including what worked best and why, if applicable. Marketing Efforts
d) Your perception in the marketplace, including any highly marketable team members or
accolades. Industry Standing
e) Your company’s understanding in internal and external factors that can make or break your
success toward your marketing goal. SWOT
f) Size, location and industry of clients, partners and media you want to attract and convert.
Target Audience

2. With your information from situation analysis in-hand, cross-reference your business goals with your
company’s strengths to form SMART marketing objectives.

Write marketing objectives as based from the given business goal.

a) Business Goal: Increase the annual revenue to 10%.
Marketing Objectives: Increase at least 10 target clientele.
b) Business Goal: Expound services from the nearby municipalities for this year. Marketing

Objectives: Reach out nearby municipalities by enriching their awareness to the services to
be offered.
c) Business Goal: Introduce one (1) new product segment for this year
Marketing Objectives: Create market need for the new segment

3.
a) In your own opinion, what does the statement “Strategy without tactics is a daydream; tactics
without strategy is a nightmare” mean? Explain your answer in 5- 7 sentences.
The saying "Strategy without tactics is like dreaming during the day; tactics without strategy is like having a scary nightmare"
reminds us how important it is to have a plan and know how to put it into action. When you have a dream, but no plan on how
to make it happen, it's like just imagining things without actually doing anything about it. On the other hand, if you have all
these actions but no clear plan or direction, it's like being in a confusing and chaotic situation, just like a nightmare. So, to be
successful, you need both—a clear idea of what you want and a plan on how to get there. It's like having a map to guide you on
your journey and the right tools to help you along the way.

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 b) Using the diagram below, illustrate the Buyer’s Funnel 3 stages. Explain each stage in 3-5
sentences.

1. Awareness: This is the top of the funnel, where potential customers first become aware of a problem or need
they have. During this stage, they are researching and gathering information to understand their challenges
better. Marketers aim to attract attention and provide valuable content to educate and engage prospects,
establishing brand awareness and positioning the company as a helpful resource.

2. Consideration: In the middle of the funnel, prospects have identified their problem and are actively seeking
solutions. They are evaluating different options and comparing products or services to address their needs.
Marketers focus on nurturing leads by providing detailed information, addressing concerns, and showcasing
the unique value proposition of their offerings. The goal is to build trust and credibility, guiding prospects
towards considering the company's solution as the best fit for their requirements.

3. Decision: At the bottom of the funnel, prospects have narrowed down their choices and are ready to make a
purchase decision. They are looking for reassurance and validation that the chosen solution will effectively
solve their problem. Marketers leverage persuasive tactics such as testimonials, reviews, and special offers to
encourage conversion and facilitate the decision-making process. The emphasis is on providing a seamless
and frictionless experience, making it easy for prospects to take the final step and become customers.

4. Let’s expound your understanding on Tactical Marketing Plan. Based from your answer in Activity 2,
create your own marketing strategy.

a) Business Goal: Increase the annual revenue to 10%.

Marketing Objectives: Increase at least 10 target clientele.
Marketing Strategy/ies: Distinguish the company from competitors by communicating
differentiation.

b) Business Goal: Expand services from the Nearby Municipalities for these year.
Marketing Objectives: Reach out nearby municipalities by enriching their awareness to the
services to be offered.
Marketing Strategy/ies: Raise awareness of the company with integrated marketing
campaigns
c) Business Goal: Introduce one(1) new product segment for these year
Marketing Objectives: Create market need for the new segment
Marketing Strategy/ies: Educate key markets about the product through free samples and
consultations
5. Where do I Belong? Below is the list of tactics to be used in your own Tactical Marketing Plan. Group
them according to the stage of Buyer’s Funnel they applied.
Blogs Guides Tip Sheets eBooks Sell Sheets
Testimonials Case Studies FAQ’s Reports
Templates Social Media Newsletters
Events Paid Advertising Direct Marketing Social Media Marketing
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 Podcasts Webinars E-mail Marketing
AWARENESS CONSIDERATION DECISION

Guide Questions:
5. Based from the objectives and processes involved in Strategic and Tactical marketing, what
conclusion you may draw? Elaborate your answer

Strategic marketing focuses on long-term goals and market positioning, requiring comprehensive analysis and
careful planning. It involves defining objectives aligned with the organization's mission and vision. Tactical
marketing, on the other hand, involves the execution of specific actions to achieve short-term objectives, such
as increasing sales or launching a new product. By combining strategic and tactical marketing approaches,
organizations can effectively navigate the buyer's journey, from raising awareness to fostering consideration
and facilitating the decision-making process. This integration ensures that marketing efforts are aligned with
overall business objectives and responsive to evolving market dynamics. Ultimately, a balanced combination
of strategic vision and tactical execution is essential for driving sustainable growth and competitive advantage.

6. How do Strategic and Tactical Marketing differ?

Strategic marketing outlines what you are trying to achieve, while tactical marketing covers how you will try to
achieve it. Both of these approaches are very different and can work solo. But, they won't deliver at full potential
until they are combined into your digital strategy.

Rubrics for scoring Reflection

Essay Rubric
Features 4 3 2 1
Quality of Very Somewhat Give new Give no new
Work/Writing informative and informative and information but information and
well-organized organized poorly very poorly
organized organized
Ideas Present ideas in Presents ideas in Ideas are too Ideas are vague
an original a consistent general or unclear
manner manner
Understanding Writing shows Writing shows a Writing shows Writing shows
strong clear adequate little
understanding understanding understanding understanding
Grammar Virtually no Few spelling A number of So many
spelling and and grammatical spelling and spelling and
grammatical errors grammatical grammatical
errors errors errors
9
10
 Look a product or service organization you are familiar with.
environmental opportunities or threats that are faced by the organization. What do you think are
the organization's main strengths and weaknesses? Suggest ways in which the organization might
respond to the external forces. Recommend a possible marketing strategy which will ensure that
the organization matches its internal capabilities with external