DATE June 29, 2017 – ABM 2

June 30, 2017 – ABM 1

DURATION 50 minutes

WEEK NO. 4
I. OBJECTIVES:
DAY 2
At the end of the topic, students are expected to:
1. Explain the meaning of Marketing.
2. Understand the thought and goal of Marketing.
3. Identify and explain contemporary marketing approaches.

II. SUBJECT MATTER:

A. TOPIC: MARKETING PRINCIPLES AND STRATEGIES

B. LESSON: Marketing Principles, Goals and Tradition, Contemporary Approaches

C. REFERENCE:
1) DR. ROBERTO G. MEDINA, Principles of marketing Revised edition ©2008 REX
Bookstore.
PRINCIPLES OF MARKETING LESSON PLAN
2) PAGOSO, CRISTOBAL; DELA CRUZ, MANUEL. Principles of Marketing: Philippine
Setting with E-commerce: Nelson Publication Paranaque

III. PROCEDURE:

A. PRELIMINARY ACTIVITIES
1) Prayer
2) Checking of Attendance
3) Presentation of Objectives

B. REVIEW
* Recall what Marketing is all about.
* The house rules set forth.

C. ACTIVITIES
*Additional 5 points on recitation by reading and explaining their Assignment on the
definition of Marketing.
* Discussion on the definition of Marketing, its goals and contemporary approaches.
* Individual activity: After the discussion, the students will write about the importance
of the relationship between company and the market.
 D. ABSTRACTION

Marketing started in the early part of the twentieth century (between 1900 and 1910)

In early years of study and teaching of trade practices, the word “Marketing” was not used. Instead,
“trade”, “commerce,” and “distribution” were the common operations of the area to which the term
“marketing” is identified today.

Two of the men instrumental in initially stating and identifying “marketing”

Ralph Starr Butler – hit upon the phrase “marketing method”. called marketing a combination
of factors, it was more than selling more than choice of channel, advertising or the operation of
wholesale and retail.
Arch W. Shaw – he distinguished three basic operation in business: production, distribution and
facilitating function or administration. He conceived marketing as a “matter in motion”. A concept
credited to Bohm-Bawert, that business is:
- motion of one sort to another – specifically , motion changing form called production
- motion changing place and ownership called distribution
- motion of distribution include financing, credit and collection, purchasing, employment and
accounting

MARKETING DEFINED:

Marketing
-According to American Marketing Association “The process of planning, and executing the conception,
PRINCIPLES OF promotion,
pricing, MARKETING and distribution of ideas, goods, services to create exchanges that LESSON
satisfy PLAN
individual and organizational objectives.”

- It is an integrated process through which companies create value for customers and build strong
customer relationships in order to capture value from customers in return.

Simply put: Marketing is the delivery of customer satisfaction at a profit.

Goal: Attract new customer by promising superior value and keep and grow current customers by
delivering satisfaction.

Two Interacting Components of Marketing

Company Market

The company and its market are equally important. It is marketing that gives fulfillment to both
components. Marketing people should balance between the company’s requirements for profit and
desired market share.
This is composed of two other interacting components: the customer and competition. The
overriding objective of the company is not just to satisfy the needs and want of its customer. It has to
profitable and better than its competitor. Otherwise, the competitor could win the customers because it
is able to satisfy them.
 E. APPLICATION
*The teacher will give the instruction to the activity.

F. ASSESSMENT
* A 10 points essay with atleast 50 words stating the importance of the relationship
between the company and Market.

G. ASSIGNMENT
* Give 5 reasons why the study of Marketing is important.

REMARKS:____________________________________________________________________________
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PRINCIPLES OF MARKETING LESSON PLAN