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M4 - Module 4
Bachelor of Secondary Education (Nueva Ecija University of Science and Technology)
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Entrepreneurship
Quarter 1– Module 4:
Marketing Mix (7 Ps)
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What I Need to Know
This module is inscribed and intended to assist you understand the
importance of Marketing Mix in increasing the sales of an entrepreneur.
At the end of the lesson, with at least 80% level of proficiency you should be
able to:
1. recognize the importance of marketing mix in the development of marketing
strategy;
2. describe the Marketing Mix (7Ps) in relation to business opportunity vis-à-vis:
a. Product;
b. Place;
c. Price;
d. Promotion;
e. People;
f. Packaging; and
g. Positioning.
What I Know
One of the most important things to consider in putting up a business is the
Marketing Mix. Do you have any idea about it? Let’s see what you already know
about this lesson. Write the letter that corresponds to your answer for each item
in your notebook.
1. Which marketing mix comprises markdowns, allowances and charges, terms of
payment and credit?
a. Promotion b. Price
c. Positioning
d. Packaging
2. Which marketing mix has something to do with the setting of the service
providers and their accessibility?
a. Place
b. People
c. Product
d. Promotion
3. Which of the following represents the workers, specialists, and freelancers who
deliver the goods or service to customers?
a. Positioning
b. Promotion
c. People
d. Packaging
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4. What is the marketing concept that outlines what a business should do to sell its
product or service to its customers?
a. Place
b. Positioning
c. Price
d. People
5. Which of the following marketing mix includes the various methods of
publicizing the product or services of the enterprise?
a. Positioning
b. Promotion
c. People
d. Packaging
6. Which of the following refers to item that satisfies a need or a desire of
consumer.
a. Positioning
b. People
c. Promotion
d. Product
7. Which marketing mix is manufactured at a cost and subsequently made
available to the consumer at a price?
a. Positioning
b. Product
c. People
d. Packaging
8. What marketing mix includes everyone who is involved in the product or service
whether directly or indirectly?
a. Positioning
b. Promotion
c. People
d. Packaging
9. What marketing mix lets your potential customers know what you are selling?
a. Promotion b. Price
c. People
d. Packaging
10. What do you call the amount of money that your customers have to pay in
exchange for your product or service?
a. Positioning
b. Promotion
c. People
d. Price
Lesson
1
Marketing Mix (7Ps)
It is very interesting to know that at this point, you can now start a small
business using the knowledge you acquired in your specific strand. It may seem
hard, but trying is the best way to find out. Knowing your marketing mix is one of
the first things that you must consider in putting up your small business.
The marketing mix will help you in knowing what strategies are suitable for
your chosen business. It is the first step to be done even before you create a business
or marketing plan because your marketing mix has an impact on your positioning,
market targeting and segmentation. All the Ps included in the marketing mix are
connected with one another.
Marketing structures are necessary to have a strong foundation before
implementing your marketing activities to increase your chances of success. When
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you have a concrete approach in marketing, you lessen the chance of wasting
resources and marketing budget is put into better use.
One of the frameworks you can apply in introducing your product and services
to customers is the 7Ps of marketing. This framework was an adequate framework
for the time which focused on products. Before, there are only 4Ps of Marketing, but
as the economy improves, it was updated by Booms and Bitner in 1981 (Singh,
2018). The 7Ps of marketing is the updated version and that is what we will learn in
this module.
What’s In
Draw a
if the word/ group of words is an essential part of a business plan
and leave the number blank if not. Write your answers in your notebook.
1. Market Plan
2. Budget
3. Product/ Service Plan
4. Key Distinctions
5. Mission/ Vision
6. Breakeven analysis
7. Financial Plan
8. Executive Summary
9. Distribution Logistic
10. Management and
Organization
Notes to the Teacher
This module makes students aware of the things to consider in
engaging to entrepreneurial activities; to have a higher probability of
earning and eventually succeeding in the business field.
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What’s New
Let’s play a game before we move on to the next
lesson. The title of the game is “Category P”. You will just
write words that are related to the category, starting with
the given letter.
Our category is business marketing and since the
title of this module is 7Ps, we will use only the letter P in
listing words. Write as many words as you can in your
Entrepreneurship Notebook. You have 2 minutes to
perform the task.
In the next days, we will confirm if you were able to
write the correct words in the 7Ps or void them if not.
What is It
There are different ways to succeed in entrepreneurship; it may be in the
form of formulas and models; Marketing Mix (7Ps) is one of them. You should use
7Ps formula to continually evaluate and re-evaluate your business activities. The
seven Ps of marketing mix are: product, place, price, promotion, people, packaging
and positioning (Tracy, 2004).
The marketing mix is a significant instrument in planning and executing the
right marketing scheme through operative strategies (Hill, 2016). The assessment of
these 7Ps is very important in the business’ overall marketing approach.
What I Need to Know
(Day 1)
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At the end of the lesson with at least 80% level of proficiency, you should be
able to:
1. recognize the importance of product in the development of marketing strategy;
and
2. describe the Product as part of Marketing Mix (7Ps) in relation to business
opportunity vis-à-vis.
What I Know
One of the most important things to consider in putting up a
business is the Marketing Mix; one of which is Product. Do you have any idea
about it? Let’s see what you already know about this lesson. Write the letter
that corresponds to your answer for each item in your notebook.
1. What type of a product has long interval in buying?
a. durables
b. Non-durables
c. service
d. merchandise
2. What type of product do we purchase often and in regular basis?
a. durables
b. Non-durables
c. service
d. merchandise
3. What type of product is intangible but we provide to satisfy our customers’ need?
a. consumables
b. Non-consumables c. service
d. merchandise
4. What do you call an item that satisfies a need or a desire of a costumer?
a. product
b. merchandise
c. service
d. all of the above
5. What do call a physical item that we purchase?
a. intangible
b. tangible
c. service
d. none of the above
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What’s In
Before we proceed with our new topic, let us see if you can still remember our
last lesson. In your notebook, discuss briefly the essential
parts of business plan.
Now, think of at least three (3) examples of the possible
customers under different market segment. Write your
answers on your paper.
I hope that after this activity, market segmentation is
now very clear to you.
Look around you. Can you list down the things that you see? These things
are purchased maybe by your mother, father or even you. Today, we will talk about
them. And later, we will see what type of products you actually bought.
What is It
Today, we will learn about the first P in our Marketing
Mix, which is the Product.
A product, according to Martin (2014), is something that
gives satisfaction to consumer; be it a need or want. It also refers
to the goods and services offered by business enterprise to its
target customers.
This can be a physical item, a service or a virtual offering. It is manufactured
at a cost and is subsequently made available to the consumer at a price. Some
examples of tangible products are toothpaste, bread, and motorcycle parts. Some
examples of intangible products are massage, manicure/ pedicure, and bookkeeping
service.
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Classification of Products:
1. Tangible
2. Intangible
Physical item that a business enterprise offers. Two types
are durables and non-durables.
 Durables have long interval between purchase such as
appliances and furniture.
 Non-durables have stronger repeat purchases, such
as food, soaps, and other consumables.
Services are intangible things provided by entrepreneurs
to satisfy the customer such as medical services and
transportation.
A successful product has to fulfill a specific need in the market and it must
be able to do its function as guaranteed. Whether a need or want, a product must
provide clear statement to users and potential customers regarding its benefits and
features.
The economic definition of the word need is something needed to survive
(www.study.com). This includes things like food, water, and shelter; things people
cannot live without.
A want, on the other hand, is one step up in the order from needs and is
simply something that people desire to have, that they may or may not be able to
obtain. This includes new pair of shoes, a high-end cellphone or gadget; things people
can live without but still choose to purchase.
What’s More
Classify the following items as to durables, non-durables and service. Write
your answers on your paper.
1. Paper
2. Washing Machine
3. Medical Check-up
4. Massage
5. Package delivery
6. Shoes
7. Pants
8. Cellphone
9. Cellphone repair
10. Sugar
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What I Have Learned
The following questions are to check the learning you have acquired in the
past lesson. Please answer them in your Entrepreneurship notebook.
1. What is Product?
2. What is the importance of product in the development of marketing
strategy?
3. What are the types of products that an entrepreneur can sell?
What I Can Do
Using the list that you made earlier in “What’s New”, classify the things you
(and your family) purchased whether they are consumable, non-consumable and if
possible, service. Write your answers in your notebook.
Consumable
Non-consumable
Service
If you can do that correctly, I am sure that you have understood our today’s
lesson.
What I Need to Know
(Day 2)
At the end of the lesson with at least 80% level of proficiency, you should be
able to:
1. recognize the importance of place in the development of marketing strategy;
and
2. describe the Place as part of Marketing Mix (7Ps) in relation to business
opportunity vis-à-vis.
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What I Know
One of the most important things to consider in putting up a business is the
Marketing Mix; one of which is Place. Do you have any idea about it? Let’s see what
you already know about this lesson. Write your answers on your paper.
1. What refers to physical approachability and to other means of communication
and contact?
a. availability
b. accessibility
c. location
d. place
2. What type of distribution is used when selling happens between the
manufacturer and the consumer?
a. direct
b. indirect
c. intermediary
d. delivery
3. What type of distribution is used when a manufacturer utilizes a wholesaler or
retailer to sell their products?
a. direct
b. indirect
c. intermediary
d. delivery
4. What is the distribution or the methods you use for your products or services to
be easily accessible to the target customers?
a. place
b. market
c. promotion
d. A, B & C
5. Which of the following are types of distribution channels?
a. travel agent
b. middle person
c. merchandiser
d. A, B & C
What’s In
Using the illustration on the right, let us
review our last lesson by explaining the concept in
your notebook.
I hope that after this activity, Product as the
first “P” in Marketing Mix is now very clear to you.
P R O D U C T
Yesterday, I asked you to write the products that you and your family bought.
Today, can you recall where you bought them? Please write the stores/ places in your
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What’s New
notebook. After writing them, close your notebook and let’s discuss our new lesson.
We will use those answers in our next activity.
What is It
Today, we will learn about the second P in our Marketing Mix which is the
Place. Does it play an important role in marketing?
Place refers to distribution or the methods you use for your products or
services to be easily accessible to the target customers. Also called placement or
distribution, this is the process and methods used to bring the product or service
to the consumer (Luenendonk, 2020). Your product or service dictates how it should
be distributed (www.marketingmix.co.uk). An entrepreneur must establish his/ her
business in the most strategic place.
The place where the businesses situate and their accessibility are vital
influences in marketing. Accessibility relates not just to physical approachability but
to other means of communication and contact (Chand, 2019). Thus, the types of
distribution channels used (e.g. travel agents,
middle person) and their coverage are linked to the
crucial issue of accessibility.
Would you like to run your own business? If
you own a retail shop, for example, the distribution
chain ends with you and you supply to your
customers directly. As a manufacturer, you can
decide whether to sell your products directly to
consumers or to sell them to intermediaries or
middlemen to distribute them.
Two types of distribution channels (Mendiola (2017):
1. Direct distribution- the type of distribution where
there is direct sale between the manufacturer
and the consumer.
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2. Indirect distribution- the type of distribution wherein
manufacturer utilizes a wholesaler or retailer
to sell his/her products.
What’s More
Activity: Classify the following items as to direct or indirect distribution or
placement. Write your answers on your paper.
1.
2.
3.
4.
Milk tea
Television
Burger
Massage
5.
6.
7.
8.
Grocery
Ready-to-wear clothes
Car
Laptop
9. Food from eatery
10. Construction
materials from
hardware
What I Have Learned
The following questions are to check the learning you have acquired in the
past lesson. Please answer them in your Entrepreneurship notebook.
1.
2.
3.
What is Place in Marketing Mix?
What is the importance of place in the development of marketing
strategy?
What are the types of distribution or placement?
What I Can Do
In your notebook, write the places that offer both your needs and wants and
state if they are in a strategic place or not and why do you think so.
If you are able to do that correctly, I am sure that you have understood our
today’s lesson.
At the end of the lesson with at least 80% level of proficiency, you should be
able to:
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1. recognize the importance of price in the development of marketing strategy;
What I Need to Know
(Day 3)
and
2. describe price as part of Marketing Mix (7Ps) in relation to business
opportunity vis-à-vis.
What I Know
One of the most important things to consider in putting up a business is the
Marketing Mix; one of which is Price. Do you have any idea about it? Let’s see what
you already know about this lesson. Write the letter that corresponds to your answer
for each item in your notebook.
1. What refers to the amount of money that your customers have to pay in
exchange for your product or service?
a. tip
b. prize
c. token
d. price
2. What is the pricing strategy that takes the production expenses and adding up
a certain profit percentage?
a. cost plus
b. value-based
c. competitive
d. A & C
3. What is the pricing strategy that conducts a survey of the pricing applied by
other entrepreneurs?
a. cost plus
b. value-based
c. competitive
d. A & C
4. What is the pricing strategy wherein an entrepreneur considers the customer’s
perception of the product’s quality?
a. cost plus
b. value-based
c. competitive
d. A & C
5. What should be the basis of your pricing scheme?
a. product itself
b. competition
c. customer demand
d. A, B & C
What’s In
What are the three things that you can see around you? Please write them
down and based on our last discussion, classify whether they are directly or
indirectly distributed. Check your answers based on your notes.
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I hope that after this activity, Place as the second “P” in Marketing Mix is now
very clear to you.
What’s New
Below is a list of products and their original price. Try to mark the price up
to earn some profit and let’s see how much you will possibly earn.
Product
Trendy Denim Jeans
Imported Cotton Top
Nike Running Shoes
Metal Hair Clip
Android Cell phone
Original
Price
350.00
100.00
3500.00
75.00
4999.00
Markedup Price
Reason for mark up
Let us now find out in our next lesson if your reasons for mark-up are
acceptable and correct.
What is It
Today, we will learn about the third P in our Marketing Mix which is the Price.
Aside from being the amount of money we pay for a product or
item, what does price indicate in the perspective of the
entrepreneur and how does it affect the marketing strategy?
As specified previously, Price is the monetary value a
customer pays in exchange for a merchandise or service.
Determining the right price for your product can be a bit tricky
because of some factors that we have to consider
(www.marketingmix.co.uk).
A common strategy for beginning small businesses is pricing their product
lower than their competitors. Your pricing strategy should reflect your product’s
positioning in the market. The amount should not project your business as too cheap
or too expensive. Low pricing delays your business’ growth while high pricing kicks
you out of the competition (Acutt, 2020).
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Entrepreneurs have the freedom to select what strategy they will use in
pricing. It can be based on the cost analysis of the expenses, competition in the
market, and customer demand.
Pricing Strategies (Acutt, 2020):



Cost Plus. Cost Plus is taking the production expenses (including labor,
materials and other resources) and adding up a certain profit percentage
and then the sum will be the product’s price.
Value-Based. Instead of using the production cost as basis, an entrepreneur
can consider the customer’s perception of the product’s value. The
perception of the purchaser is dependent on the product’s quality, the brand
standing, and benefits, aside from the cost factors.
Competitive. You can conduct a survey of the pricing applied by your
competitors on a similar product that you are trying to sell and then decide
whether to price your product cheaper, the same, or higher. You should also
monitor their prices and be able to respond to variations.
What’s More
Activity: Analyze the situations below and identify the pricing scheme used.
1. The seller added 20% mark up to the capital price.
2. The retailer sold the product based on its class.
3. The retailer sees that the quality of the product is good so he/ she sold it
at a higher price.
4. The merchandiser sold the dress at its usual price in the market.
5. The merchandiser traded the dress 20 pesos lower than its price in the
market.
What I Have Learned
The following questions are to check the learning you have acquired in the
past lesson. Please answer them in your Entrepreneurship notebook.
1. What is Price in Marketing Mix?
2. What is the importance of price in the development of marketing
strategy?
3. Give the 3 pricing schemes and explain them briefly.
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What I Can Do
Given a chance to have your own store, how will you price your product? Will
you use a single scheme or all of them? Please explain your reasons. Write your
answer in your notebook.
What I Need to Know
(
Day 4)
At the end of the lesson with at least 80% level of proficiency, you should be
able to:
1. recognize the importance of promotion in the development of marketing
strategy; and
2. describe promotion as part of Marketing Mix (7Ps) in relation to business
opportunity vis-à-vis.
What I Know
One of the most important things to consider in putting up a business is the
Marketing Mix; one of which is promotion. Do you have any idea about it? Let’s see
what you already know about this lesson. Write the letter that corresponds to your
answer for each item in your notebook.
1. What part of marketing do you use to advertise or market your product?
a. production
b. price
c. promotion
d. advertisement
2. What refers to series of related, well-timed, carefully placed television ads
coupled with print advertising in selected magazines and newspapers?
a. production
b. price
c. promotion
d. advertisement
3. What promotion strategy uses in-person interaction to sell products and
services?
a. personal selling b. direct marketing
c. advertising
d. sales promo
4. What marketing strategy includes special offers, displays, demonstrations, and
other nonrecurring selling efforts that are not part of the ordinary routine?
a. personal selling b. direct marketing
c. advertising
d. sales promo
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5. What tools can you use for digital marketing?
a. email
b. websites
c. social media
d. A, B & C
What’s In
Give price to the following products using the specified pricing scheme. Write
your answers in your notebook.
Product
Washable face
Mask
Disposable face
Mask
Turmask
(turban and
mask)
Original
Price
Cost
Plus
(30%)
Value
Added
Explanation
Competitive
15.00/pc
300/box
60.00/pair
I hope that after this activity, price as the third “P” in Marketing Mix is now
very clear to you.
What’s New
How do you feel when you see promos as shown in the pictures below? How
do you usually respond to these kinds of advertisement as a customer? Do you think
they are effective in convincing customers to buy your products or services? Write
your answers in your notebook.
With your answers, we will know how they help in selling your product.
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What is It
Have you watched commercials on television or heard advertisements over the
radio? Today, we will learn about the fourth P in our Marketing Mix which is the
Promotion.
The strategies you use to endorse your product or service in the market is
called promotion. Through it, you let potential customers know what you are selling
(www.marketingmix.co.uk).
In order for you to persuade patrons to purchase your product, you need to
explain what it is, how to use it, and why they should buy it. You should always
make your consumers feel that you can satisfy their needs and wants.
Common Marketing Communication Methods in Promoting (Lumen
Learning, 2020):
1. Advertising is a series of related, well-timed, carefully placed
television ads coupled with print advertising in selected
magazines and newspapers. An effective advertising contains
a clear message that is directed to a certain audience and is
done through suitable channels.
2. Direct marketing refers to direct-to-consumer mail pieces
sent to target segments in selected geographic areas,
reinforcing the messages from the ads.
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3. Personal selling uses in-person interaction to sell products
and services. This is done by the company’s sales personnel
who are personally interacting with the customers.
4. Sales promotions are marketing communication tools for
stimulating revenue or providing incentives or extra value to
distributors, sales staff, or customers over a short time period.
Sales promotion activities include special offers, displays,
demonstrations, and other nonrecurring selling efforts that
are not part of the ordinary routine.
5. Digital marketing is an umbrella term for using digital tools
to promote and market products, services, organizations and
brands. People are now more dependent on digital
communications. There are several essential tools in the
digital marketing tool kit: email, mobile marketing, websites,
and social media marketing.
6. Public relations is the process of maintaining a favorable
image and building beneficial relationships between an
organization and the public communities, groups, and people
it serves. PR is often referred to as “free advertising”.
Wh
W
What’s More
Read each statement below and put
false. Write your answers in your notebook.
if the statement is true and
if
_____1 Advertising should contain a clear message that is directed to a certain
audience and is done through suitable channels.
_____2 Digital Marketing is referred to as free advertising.
_____3 Personal Selling activities include special offers, displays, demonstrations,
and other nonrecurring selling efforts that are not part of the ordinary
routine.
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_____4 Direct marketing refers to direct-to-consumer mail pieces sent to target
segments.
_____5 An entrepreneur needs to what the product is, how to use it, and why they
should buy it.
What I Have Learned
Answer the following questions in your Entrepreneurship notebook.
1. What is Promotion in Marketing Mix?
2. What is the importance of promotion in the development of marketing
strategy?
3. Give at least 3 marketing communication methods in promoting goods
and/ or services and explain them briefly.
What I Can Do
Apply what you have learned in the past lesson by providing at least three
products that utilize the marketing communication methods in promoting goods
and/ or services below.
Advertising
Direct
marketing
Personal
selling
Sales
promotions
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Digital
marketing
Public
relations
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What I Need to Know
(Day 5)
After the lesson today, with at least 80% level of proficiency, you are expected
to:
1. recognize the importance of people in the development of marketing strategy;
and
2. describe people as part of Marketing Mix (7Ps) in relation to business
opportunity vis-à-vis.
What I Know
One of the most important things to consider in putting up a business is the
Marketing Mix; one of which is people. Do you have any idea about it? Let’s see what
you already know about this lesson. Write the letter that corresponds to your answer
for each item in your notebook.
1. What marketing mix does include everyone who is involved in the product or
service whether directly or indirectly?
a. production
b. people
c. promotion
d. positioning
2. What is the most important element of any product, service or experience?
a. production
b. people
c. promotion
d. positioning
3. What are considered as the backbone of the company?
a. production
b. people
c. promotion
d. positioning
4. Which of the following departments does not require people?
a. production
b. marketing
c. distribution
d. none of them
5. Which of the following should be considered in hiring people?
a. attitude
b. skills
c. appearance
d. A, B & C
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What’s In
Choose one (1) communication method in promoting goods and/or services
and propose a promotional activity that you think may sell your chosen product.
Illustrate your proposal in your notebook.
I hope that after this activity, promotion as the fourth “P” in Marketing Mix is
now very clear to you.
What’s New
Given the illustration below, who do you think is the most important among
the people in and out of a business enterprise? Explain your answer.
We will know today how people affect marketing of products.
What is It
Today, we will learn about the fifth P in our Marketing Mix which is the
People. Do you know who these people are?
One of the essential elements of the marketing mix is the people. Everyone
who is involved in the product or service whether directly or indirectly is referred to
as people (www.marketingmix. co.uk). According to Chand (2019), people are the
human actors who play a part in production of goods and service delivery and thus
influence the buyer’s perceptions: namely, the firm’s personnel, the customer, and
other customers in the environment.
People are the most important element of any product, service or experience.
Remember, customers buy from salespeople who they like, so the attitude, skills
and appearance of all staff should be taken into consideration when hiring
employees. People have an important role in product/ service delivery, they are
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relied upon to deliver and maintain transactional marketing and people play an
important part to have a better relationship with the customers
Only sales representatives get in touch with the customers, not everyone.
But all of them have their own roles to play in the production, marketing,
distribution, and delivery of the products and services to the customers. Without
them, all these other Ps in the Marketing Mix will not complete a successful
marketing formula.
What you need to understand is that people are the backbone of the company
(Acutt, 2020) —and that is why you have to make sure that you only have the right
ones at hand.
The word right in this context implies that the qualifications and skills of the
person to occupy the position must match the specifications and requirements of
the job. For example, a business venture needs a marketer to promote the product
in Central Luzon; therefore, the business owner must hire a graduate of Marketing
or Business Course and not a graduate of a medical-related course. The technical
proficiency must also be given due consideration.
Finding the right person may also entail cost to the business because the higher
the standards are, the higher the salary level will be.
What’s More
Write TRUE if the statement is correct and if it is false, write the appropriate
word/s to correct the sentence. Write your answers in your notebook.
1. Production workers are the human actors who play a part in the production of
goods and service delivery.
2. People buy from people who they like.
3. Without people, all other Ps in the Marketing
Mix will not complete a successful marketing
formula.
4. Managers influence the buyer’s perceptions:
namely, the firm’s personnel, the customer,
and other customers in the environment.
5. The attitude, skills, and appearance of all staff need to be first class.
Answer the following questions in your Entrepreneurship notebook.
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What I Have Learned
1. What is People in Marketing Mix?
2. What is the importance of people in the development of marketing strategy?
What I Can Do
If you are to hire people for an organization, what are the first 5 characteristics
that you will you consider? Explain your answer in your notebook.
What I Need to Know
(Day 6)
At the end of the lesson with at least 80% level of proficiency, you should be
able to:
1. recognize the importance of packaging in the development of marketing
strategy; and
2. describe packaging as part of Marketing Mix (7Ps) in relation to business
opportunity vis-à-vis.
What I Know
One of the most important things to consider in putting up a business is the
Marketing Mix; one of which is packaging. Do you have any idea about it? Let’s see
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what you already know about this lesson. Write the letter that corresponds to your
answer for each item in your notebook.
1. What is the marketer’s term for packaging?
a. silent salesman
c. silent ad
b. silent promoter
d. silent commercial
2. What is considered as the gold star of your marketing mix?
a. packaging
b. people
c. promotion
d. positioning
3. What is the first thing that people see in a product, and has the ability to
catch or divert their attention within seconds?
a. packaging
b. people
c. promotion
d. positioning
4. Which of the following can be seen in the packaging of the product?
a. nutritional facts
b. allergy warnings
c. A only
d. A & B
5. What kind of packaging can appeal to target consumers?
a. characterizes something significant
c. A only
b. symbolizes someone they aim to be
d. A & B
What’s In
Write whether you agree or disagree with the given statements below and
explain your answers.
1. People are the most important element of any product, service or
experience.
2. People are the backbone of the company.
I hope that after this activity, people as the fifth “P” in Marketing Mix is now
very clear to you.
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What’s New
4 pics 1 word: Try guessing the lesson for today based on the pictures shown
below.
Very good! Our today’s lesson is
about __________________!
What is It
Today, we will learn about the sixth P in our Marketing Mix, which is the
Packaging.
Your packaging is the gold star of your marketing mix – it can dictate how
well your strategy is working (Bouma, 2018). The first thing that customers see is
the product packaging, it has the ability to catch or divert their attention in a snap.
Packaging is also referred to as “silent salesman” by the marketing people
because they believe that it helps in accumulating bigger sales and returns (Burks,
2020). They are very beneficial to small enterprises because they only have few
people to promote their product and/or service
Packaging maintains the freshness and quality of your product while using
vibrant designs to tell your brand’s story. It also has the information required by the
government like nutritional facts and warnings that keeps the consumers safe. It
also proves further that you have commitment to transparency and only provide
products that are beneficial to consumers’ lives. The packaging must also be userfriendly. It must be easy to open, handle, and store.
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Furthermore, packaging will surely appeal to consumers if it characterizes
something that is significant to them or symbolizes someone they aim to be. For
example, shoppers who have environmental concerns may choose product packaged
in recycled and/or recyclable materials. On the other hand, a person who idolizes
someone may select a product because the packaging includes a photo of his/her
idol who inspires him/her.
Elements of Packaging (MetrixLab, 2020):

Category or product type. The customer should know if a product is food,
non-food, chemical or etc. It is not good to confuse them with your
packaging.

Brand. This will help you make your product be known to many. The name
of the product is what the customer usually remembers.

Variant. The packaging should display the possible options for the
particular product.

Functional benefit(s). The packaging should show what the product does.

Reason(s)-to-believe. The packaging should also present why the
consumer should find the claimed functional benefit credible.

Emotional end-promise or benefit. The packaging should also exhibit
how the functional benefit fulfills a higher need.

Call-to-action. The reason why consumers should buy the product must
also be present in the packaging.

Size, weight, content details, etc. The information such as stated must
be shown for the consumers to know.
Your packaging should tell the consumer what your product is and why they
should buy it. That’s it. Two questions only that your product packaging design has
to answer.
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What’s More
Write FACT if the statement is correct and BLUFF if false. Write your answers
on a separate sheet of paper.
1. Packaging is the silent salesman of every enterprise.
2. It is okay to confuse our customers with our packaging.
3. The packaging is the diamond star of marketing mix.
4. Packaging maintains the freshness and quality of your product.
5. The packaging should not present why the consumer should buy the product
because it is resource consuming.
What I Have Learned
Answer the following questions in your Entrepreneurship notebook.
1. What is packaging in Marketing Mix?
2. What is the importance of packaging in the development of marketing
strategy?
What I Can Do
Cut a packaging of your chosen product and label their parts that you think
helped people decide to buy it. Explain your answers briefly.
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What I Need to Know
(Day 7)
At the end of the lesson with at least 80% level of proficiency, you should be
able to:
1. recognize the importance of positioning in the development of marketing
strategy; and
2. describe positioning as part of Marketing Mix (7Ps) in relation to business
opportunity vis-à-vis.
What I Know
One of the most important things to consider in putting up a business is the
Marketing Mix; one of which is positioning. Do you have any idea about it? Let’s see
what you already know about this lesson. Write the letter that corresponds to your
answer for each item in your notebook.
1. What does good positioning strategy do?
a. appraises marketing efforts
c. raises sales
b. acquires loyal customers
d. A, B & C
2. What market concept outlines what a business should do to market its
product or service to its customer?
a. packaging
b. people
c. positioning
d. promotion
3. What is used to know how people observed a certain brand?
a. observation map
c. perceptual map
b. reflection map
d. image map
4. What is the perceived definition of product by the customer?
a. packaging
b. people
c. positioning
5. Which of the following is not a positioning strategy?
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d. promotion
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a. positioning by product benefits c. positioning by price
b. positioning by competition
d. none of them
What’s In
Identify the elements of a good packaging and explain why an entrepreneur
should consider them. Write your answers in your notebook.
I hope that after this activity, packaging as the sixth “P” in Marketing Mix is
now very clear to you.
What’s New
Guess our lesson for today by unlocking the word below.
Use the
corresponding number of each letter in the alphabet; A is 1, B is 2 and so on and so
forth.
16 15 19 9 20 9 15 14 9 14 7
Very good!
Our today’s
lesson is about __________________!
What is It
Today, we will learn about the seventh P in our Marketing Mix which is the
Positioning. When buying a certain product, do you prefer branded products? And
why do you favor them?
Positioning is a market concept that
outlines what a business should do to market
its product or service to its customers. In
positioning, the marketing department creates
an image for the product based in its intended
audience. For example, a manufacturer of a
bag may position his/her brand as a budgetfriendly brand or the other way around; a
restaurant owner may position his/her
business as a provider of cheap or expensive
food.
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The more intense a positioning strategy is, typically, the more effective the
marketing strategy is for a company. The position of a particular product or service
elevates the efforts in marketing and helps people to become buyers and even turn
them to be loyal customers in the future.
There are several positioning strategies according to Corporate Finance
Institute (CFI, 2020). A few examples are positioning by product benefits, price,
quality, and competition. A perceptual map is used to know how people perceive a
certain brand. The map allows you to identify how competitors are positioned to
identify the opportunities in the marketplace.
Positioning is simply the definition of a certain product in the mind of the
customers. The entreprenuer must always describe the product based from the
perspective of the customers. You must put yourself in their place in assessing the
cost, quality, and variety of the products you offer.
What’s More
Draw a check (
) if the statement is true and a circle (
) if it is false.
_____1 Positioning is where you put your product in the market.
_____2 Positioning refers to the customer’s perception towards your product.
_____3 You can position your product based on its competitors.
_____4 The entrepreneur must always define the product based from the viewpoint
of the customers.
_____5 In positioning, the production department creates an image for the product
based on its intended audience.
What I Have Learned
Answer the following questions in your Entrepreneurship notebook.
1.
2.
What is positioning in Marketing Mix?
What is the importance of positioning in the development of marketing
strategy?
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What I Can Do
Given the logos of food chains existing here in Bataan, try to analyze their cost
and quality, and place them in their corresponding quadrant in the cost-quality axis.
Just decide based on your opinion. For example, you think that Bon Chon has low
cost and with high quality you should put it in quadrant 3 as shown below.
1.
2.
3.
5.
4.
7.
6.
8.
9.
What’s More
(Day 8)
If you think that the following statements are correct, write TRUE and if it is
false, write the appropriate word/s to correct the statement. Write your answers in
your notebook.
1. Branding helps in recalling and distinguishing product’s name in the
market.
2. Placing includes discounts, payments and charges, terms of payment,
and credit.
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3. Products are classified as durable and non-durable offerings from
business firms.
4. Re-evaluation of business activities should be continually done to
develop your marketing strategy.
5. Effective people contain a clear message that is directed to a certain
audience and is done through suitable audience.
What I Have Learned
Identify the word being described in the following sentences. Choose your
answer from the box below. Write your answers on a separate sheet of paper.
*Packaging
*Product
*Positioning
*Place
*Price
*Promotion
*People
1. This is where the marketing department creates an image for the product
based on its intended audience.
2. The amount of money that your customers have to pay in exchange for your
product or service
3. This refers to the distribution or the methods and location you use for your
products or services to be easily accessible to the target customers.
4. It maintains the freshness and quality of the product.
5. This includes the various methods of publicizing the products or services of
the enterprise.
What I Can Do
What marketing mix is being recognized in the following business
opportunities? Write your answers on a separate sheet of paper.
1.
You give out free taste of your product in a supermarket.
2.
You provide the nutrition facts of your products.
3.
There are many skilled professionals in your company.
4.
Your store will offer series of discounts for selected items.
5.
Your product had been featured in a television show.
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Assessment
Now that we have discussed the Marketing Mix, let’s see what you have
learned about it. Write the letter that corresponds to your answer for each item in
your notebook.
1.
What is the marketing concept that outlines what a business should do to
sell its product or service to its customers?
a. Place
b. Positioning
c. Price
d. People
2. What maintains the freshness and quality of the product?
a. Promotion
b. Pricing
c. Positioning
d. Packaging
3. What marketing mix includes everyone who is involved in the product or
service whether directly or indirectly?
a. Positioning
b. Promotion
c. People
d. Packaging
4.
Which of the following marketing mix includes the various methods of
publicizing the products or services of the enterprise?
a. Positioning
b. Promotion
c. People
d. Packaging
5.
Which marketing mix comprises markdowns, allowances and charges, terms
of payment, and credit?
a. Promotion
b. Pricing
c. Positioning
d. Packaging
6.
What refers to distribution method of a business enterprise?
a. Place
b. Positioning
c. Price
d. People
7.
What refers to as manufactured at a cost and is subsequently made available
to the consumer at a price?
a. Positioning
b. Product
c. People
d. Packaging
8.
Why is Positioning an important part of marketing mix?
a. It creates image of the products in the mind of consumers.
b. It creates confusion between other products.
c. It advertises the product.
d. If the product is in position, it will not be successful.
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9.
Why is Pricing an important part of marketing mix?
a. It represents the value of a product based on the perception of the
entrepreneur.
b. Higher price corresponds to higher level of quality of a product.
c. It represents marketers' assessment of the value customers see in
the product.
d. Lower price corresponds to higher level of quality of a product.
10. Why is Place an important part of marketing mix?
a. Consumers must be in the right place to buy the product.
b. The product must be ready for the consumers in the right place.
c. Advertising should be in the right place.
d. If the product is in place, it will not be successful.
Additional Activities
Create a business vicinity map that is reflective of your own locality or town.
Consider the feasibility of the place, along with the 7Ps discussed in this module.
Scoring rubric for this activity is given below.
Included and Well
Done (5 pts)
Map Title and
Information
Streets and
Street Names
Landmarks
Included (3 pts)
The map has
either a relevant
title or an
accurate
information.
The map does not
The map features
feature parallel
parallel and
and
perpendicular (grid) perpendicular
streets. Streets are
(grid) streets.
named.
Streets are not
named.
The map includes 5 The map includes
landmarks (such as fewer than 5
skyscrapers/parks/ landmarks
museums) and a
and/or is missing
key.
a key.
The map includes a
relevant title and
accurate
information.
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Not Included
(2 pts)
The map does not
have a title or an
accurate
information.
The map does not
feature streets.
This map does not
include
landmarks and/or
is missing a key.