SESSION 1

Marketing Principles and Strategies: Marketing and its traditional approaches

Identify the terms being described in the statements.
___________1. It refers to converting raw materials into products that suit the preferences of consumers so
that they do not have to create their desired products themselves.
___________2. It is a traditional approach wherein the sales force have to entice consumers to purchase
goods or services.
___________3. It is defined as the activity, set of institutions, and processes for creating, communicating,
delivering, and exchanging offerings that have value for customers, clients, partners, and
society at large.
___________4. It is the process of offering something to another and then offering something in return.
___________5. In this approach, it is believed that a product should be of high quality, of excellent
performance, and with innovative features.
Identify the C of marketing in each statements.
___________1. A marketing organization must have a positive, long-lasting relationships with its customers
because they constantly look for cues provided by the organization as they make their
purchase decisions.
___________2. A marketing organization cannot work alone without the support and assistance of other
departments.
___________3. A marketing organization should know the competitor’s strengths and weaknesses and
determine the best way to respond.
___________4. A marketing organization must keep customers informed about what they offer and always be
in constant contact with them.
___________5. A marketing organization needs to strengthen its capabilities in production and operations to
develop and produce goods that will meet customer needs.
Discuss or explain what is being asked.
1. Explain briefly why marketing is not just mere selling.
2. Discuss the concept of utility by using a specific product or service.
3. Explain how marketing has evolved from production to product-to-selling orientation.
 SESSION 2
Marketing Principles and Strategies: Goals of Marketing
Identify the marketing goal being described in each statement
___________1. A market taps the expertise of people who can answer customer’s most challenging questions
about the product or service.
___________2. A marketer conducts activities that prompt customers to eventually buy the product or avail of
the service.
___________3. A marketer combines words and graphics to create a brand that can potentially be a
household name.
___________4. A marketer utilizes social media to develop consumers’ emotional attachment to the brand.
___________5. A marketer aids production efforts by conducting effective marketing strategies to increase
profitability.
Answer briefly the following questions.
1. Which among the five goals of marketing should a company prioritize and why?
2. How can realizing the goals of marketing help build and maintain lasting relationships with customers.
 SESSION 3
Marketing Principles and Strategies: Contemporary Marketing
Identify the marketing approaches being described in the statements.
___________1. This approach is used mainly for promoting advocacies and raising awareness of critical
issues.
___________2. This approach focuses on establishing lasting relationships with customers and suppliers.
___________3. This approach came about due to the shift from a seller’s market to a buyer’s market.
___________4. This approach prioritizes society’s long-term interests in the creation of goods or services.
___________5. This is and economic situation wherein there are many buyers for a limited number of goods
and services available in the market.
Answer briefly the following questions.
1. In the marketing concept, why is the buyer’s market preferred over the seller’s market?
2. How can a company build and maintain customer loyalty based on the relationship marketing concept?
3. What is the difference between social marketing and societal marketing? Give and example.
 SESSION 4

Building Customer Loyalty through Customer Service: Relationship Marketing

Identify the term being described in each statements.
___________1. It is the first level of relationship marketing which is also called direct sales.
___________2. This type of customer has needs which do not fit the company’s offerings.
___________3. It is a key factor in relationship marketing.
___________4. This type of customer is loyal but not profitable because of a limited fit between his or her
needs and company’s offerings.
___________5. It is the process of building and maintaining profitable customer relationship by delivering
superior customer value and satisfaction.
Answer briefly the following questions.
1. Why is there a need for a company to practice relationship marketing?
2. How should a company improve its customer’s service through the levels of relationship marketing?
3. How should a company prepare its marketing efforts for effective customer service?
4. Explain briefly the relationship development strategies by giving examples.
5. Explain how a company goes through the tiers of customer value.
 SESSION 5

Building Customer Loyalty through Customer Service: Service Marketing

Match Column A with Column B. Write the letter of the correct answer.
1. A service lacks physical manifestation because it is ___________ a. Process
2. It is a component of service marketing that serves as the b. Perishable
Ultimate proof of service quality.
3. This is the method of service delivery c. Intangible
4. A service cannot be stored or returned once rendered d. Physical evidence
because it is __________.
5. It is a component of service marketing that refers e. Service providers
to the visible cues that show service quality. f. Homogenous

Answer briefly the following questions.

1. What is service? What are its general characteristics?
2. Which among the components of service marketing is the most crucial in delivering excellent service? Why?
3. Give an example for each component of service marketing.
 SESSION 6
Market Opportunity Analysis and Consumer Analysis: Strategic and Tactical Marketing
Identify the following terms.
___________1. The actions a company undertakes in order to execute a strategy.
___________2. Activities that will inform customers of the features of a good or service and thereby induce
them to buy said good or service.
___________3. The general plan of action which is aligned with the vision and goals of a company.
___________4. The starting point which marketers should first determine before coming up with marketing
strategies.

Answer the following questions.

1. How do strategic marketing and tactical marketing complement each other in achieving company goals
and objectives?
2. How are strategic marketing and tactical marketing different in terms of achievement of objectives?
3. As a marketer, which of the two should be given more emphasis, strategies or tactics? Why?

GROUP ACTIVITY
Divide the class into groups. Each group should think of three popular brands. What could be the reasons why
they became popular? What could their strategies be? Their tactics? Discuss in class.
 SESSION 7
Market Opportunity Analysis and Consumer Analysis: The Marketing Environment
In the first column, write MA if the provided term is part of macro environment, and MI if it is part of micro
environment. In the second column, indicate the specific factor or component under which the term falls. The
first item has been done for you.
1. Inflation MA economic
2. Convenience stores and groceries _________ _________
3. Age, gender, lifestyle _________ _________
4. Culture _________ _________
5. Proper waste disposal _________ _________
6. Patent laws _________ _________
7. ATMs _________ _________
8. Purchasing power _________ _________
9. A company’s vision, mission, and goals _________ _________
10. Customers _________ _________

Answer briefly the following questions.

1. Which among the forces in the macro environment has the most impact on a company? Why?
2. Why do you think a firm should monitor the activities of competitors?
3. What is the importance of examining internal and external forces in the achievement of the company’s
goals and objectives?
GROUP WORK
Form a groups of three members each. Select one product or service and determine the internal and external
forces that affect it. Make a table outlining the various factors that affect the product. Present and discuss your
work in class.
 SESSION 8
Market Opportunity Analysis and Consumer Analysis: Marketing Research
Identify the term being described in each statement.
___________1. It is a type of research that can be used to understand the demographics of customers, identify
the size of the market, and discover areas for sales growth.
___________2. It is the systematic and objective search for and analysis of information relevant to the
identification and solution of any problem in the field of marketing.
___________3. It is a type of research that gathers original information directly through surveys, field tests,
direct observations, focus group discussions, and interviews.
___________4. It is a type of research that mainly studies views and attitudes in relation to the company’s
products and services.
___________5. It is a type of research that describes marketing or marketing mix characteristics and the
extent of association between variables.

Answer briefly the following questions.

1. What is the relevance of marketing research to a company’s decision-making needs?
2. How is marketing research done? Summarize the steps in the research process.
 SESSION 9
Market Opportunity Analysis and Consumer Analysis: Consumer and Business Markets
Identify the following terms.
___________1. These include all the individuals that purchase goods and services for personal consumption
or use.
___________2. This is a type of purchase made by purchasing agents on a regular basis.
___________3. They are groups of people who determine the need to purchase products or avail of services,
since they directly utilize the product or service.
___________4. This refers to an individual’s beliefs, traditions, mores, norms, and values learned from the
family and other institutions in the society.
___________5. They are responsible for the production of the finished goods before they reach the
consumers.
___________6. They are the ones who negotiate with suppliers and initiate the bidding process in order to
arrive at a purchase decision.
___________7. These include age, lifestyle, occupation, civil status, religion, economic status, and the
personality of the consumers.
___________8. It usually involves modifications in the specifications of the purchase, such as the terms of
payment and the delivery schedule.
___________9. These refer to people such as family members, relatives, friends, co-workers and others who
can influence buying decisions in one way or another.
___________10. These are the ones who help further define the specifications of a product before it is bought
by a company or firm.

Answer the following questions.

1. How can marketers determine or predict a consumer’s buying pattern?
2. How is an individual’s level of involvement in the consumer buying process affected by the type of
product he or she will purchase? Explain your answer by citing an example.
3. How does culture affect consumer behavior? Explain your answer by citing a local brand and how it
used culture to respond to the needs of consumers.
4. Among the parties involved in the business buying process, who do you think has the most crucial role?
Explain your answer.
5. What makes purchasing for business markets unique? Explain your answer.