ENTREPRENEURSHIP – GRADE 11 & 12

Alternative Delivery Mode

Quarter 1/3 – Learning Activity Sheets for Week 7

Learning Competency: Recognize the importance of marketing mix in the development of

marketing strategy (TLE_ICTAN11/12EM-Ia-1)

At the end of the lesson, you are expected to:

 Describe the marketing mix for 7P’s in the development of marketing strategy
 Develop a product as a business opportunity and provide strategy to market
 Determine a place as a business opportunity to attain profit and growth
 Develop a price suitable to market’s ability to pay

LESSON 1: MARKETING MIX

What is it?

Marketing Mix – This is also known as the four P’s broad levels of marketing decision namely
Product, Price, Place, and Promotion (foundation concept in marketing).
- This is defined as the set of marketing tools that the firm uses to pursue its
marketing objectives in the target market.
- This is modified and expanded comprising 7 P’s made up of the original 4 P’s plus
Process, Packaging, People, and Physical Evidence.
 Product – refers to what the business offers for sale and may include products or services.
 Price – refers to the total cost for customer to acquire the product.
 Place – refers to either the physicla location where a business carries out business or the
distribution channels used to reach markets.
 Promotion – refers to the marketing communication used to make the offer known to potential
customers and persuade them to investigate it further.
 People – refes to the essential in the marketing of any product or service.
 Process – refers to the set of activities that results in delivery of the product benefits.
 Packaging – refers to an activity in product planning which involve designing and producing
container or wrapper for a product.
 Physical Evidence – refers to the service delivered and any tangible goods that facilitate the
performance and communication of the service.

What’s more?

Directions. Pick out from the box The Marketing Mix as described in each item. Write the
letter of the best answer in one whole sheet of paper.
a. Product e. People
b. Price f. Process
c. Place g. Packaging
d. Promotion h. Physical Evidence
1. This is the company offering.
2. This refers to where the offering can be found.
3. This indicates the value of an offering.
4. This is represented by communication tools like advertising.
5. This can be represented by sequential steps to complete task.

LESSON 2: PRODUCT
What is it?

Product – anything that can be offered for satisfaction.

- anything in the form of good, service or idea consisting of a bundle of tangible and
intangible that can be offered to a market.
- it can be idea, a physical entity (a good), a service, or any combination of the three.
Strategies for Mature Products:
 Develop new uses or functions and new purposes for products.
 Develop new or add latest product features.
 Find new classes of consumers or new potential markets for present products.
 Find new classes of consumers for modified products.
 Increase product use for new product users.

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  Change marketing policies or strategy.
Marketing Strategy:
 A firm must possess one or more competitive advantages that can leverage in the market in
order to meet its objective.
 Competitive advantage is something that the firm does better than its competitors.
 A firm must have an edge in serving customers’ needs and/or maintaining mutually
satisfying relationship with important stakeholders.
Principle of Product Positioning Strategy:
 Must establish position for firm or product in minds of customers.
 Position should be distinctive, providing one simple, consistent message.
 Position must set firm/product apart from competitors.
 Firm cannot be all things to all people – must focus.
Ways of Identify Market Opportunities:
 Introduce new product
 Redesign existing product
 Eliminate non-performing products
Tools to Understand Relationships between Products and Markets:
 Compare to competition on specific attributes.
 Evaluate products ability to meet customer needs/expectations.
 Predict demand at specific prices/performance levels.

What’s more?

Directions. Think a product as your business opportunity in your locality and provide marketing
strategy for that business. Use the graphic organizer below and write your answer in one whole
sheet of paper.

PRODUCT: 3 MARKETING STRATEGIES:

LESSON 3: PLACE
What is it?

Place – is making the products available in the right quantities and locations where customers want
them.
Distribution Strategy – refers to the process of moving goods and services from the company to the
customer.
Common Distribution Channels:
 Direct Sell is when the company/firm plans are to move goods directly to the ultimate users.
This is the most effective channel.
 Original equipment manufacturer sales involve selling a manufactured product and which is
later sold as a finished product to the end user.
 Manufacturer’s representative is a wholesaler employed by one or several producers and paid
on commission basis according to quantity sold.
 Wholesalers are channel members that sell to retailers or other agents for further distribution
through the channel until they reach the final users.
 Brokers are distributors who buy directly from distributor or wholesaler and sell to retailers
or end users.
 Retailers are the ones who sell directly to customers in the store. They buy product without
any intermediaries or middlemen.
 Direct mail includes printed materials used in a targeted campaign to consumers.
Basic Types of Channel Distribution:
 Direct Channel Distribution is the transfer or movement of goods and services from
manufacturer to final user or customer without the intervention of independent middleman.
 Indirect Channel Distribution is the transfer or movement of goods or tangible products and
services or intangible goods from manufacturer or producer to independent intermediaries to
customer.

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 What’s more?

Directions. Based on the product you created as business opportunity in your locality, what would
be the best place or distribution channel to consider? Use the graphic organizer below and write
your answer in one whole sheet of paper.

PRODUCT: PLACE OR DISTRIBUTION

CHANNEL:

LESSON 4: PRICE
What is it?

Price
- Determines the value of a good or a service to the buyers even to the sellers.
- The money value of a product or service expressed in terms of peso and or centavos.
- It is the amount of money needed in order to acquire a product or service and its
accompanying service.
- It is the amount of money charged for a product or services of the sum of the values that
consumers exchange for the benefits of having a product.
Five Steps in Developing a Pricing Strategy:
 Objective may be: sales –based (firm is interested in sales growth), profit-based (firm is
interested in maximizing profit), and status-quo based (firm seeks to avoid reasonable
government actions).
 Broad Price Policy provides procedures, rules, and methods to act in one specific situation.
These are the following: penetration pricing (uses low price to capture) and skimming pricing
(uses high prices to attract market segment).
 Price Strategies are ways to accomplish the goals and objectives of the company in gaining
profit. Price strategy can be classified into three categories: cost-based price strategy (when
firm sets prices by computing merchandise cost then adding the desired profit to those
figures), demand-based price strategy (when firm sets price after researching consumer
desires and makes sure the range of prices is acceptable to the target market), competition-
based price strategy (when firm sets price in relation to the competitors).
 Implementing Price Strategy is the firm readiness to sell the product.
 Price Adjustments – price can be adjusted in the list prices, escalator clauses, surcharges,
mark-ups, mark-downs, and rebates.
Pricing Strategy:
 The customer’s perception of value of the kind of business firm
 The cost involved such as overhead, storage, financing, production, and distribution
 The profit objectives of the firm

What’s more?

Directions. Based on the product you created as business opportunity in your locality, what would
be the best price to offer? Why? Give reasons. Use the graphic organizer below and write your
answer in one whole sheet of paper.

PRODUCT PRICE/S: REASON/S:

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 ASSESSMENT

Directions: Read each item carefully and write the letter of your choice on your answer sheet. Write
your answers in one whole sheet of paper.

1. This is defined as the set of marketing tools that the firm uses to pursue its marketing
objectives in the target market.
A. Marketing mix C. Market opportunities
B. Marketing strategy D. Marketing plan

2. This refers to what the business offers for sale and may include products or services.
A. Promotion C. Packaging
B. Product D. Price

3. This refers to the total cost for customer to acquire the product.
A. Price C. Product
B. People D. Packaging

4. This refers to the service delivered and any tangible goods that facilitate the performance and
communication of the service.
A. Physical environment C. Physical forces
B. Physical evidence D. Physical violence

5. This refers to the process of moving goods and services from the company to the customer.
A. Marketing strategy C. Distribution strategy
B. Marketing plan D. Distribution plan

6. This refers to the common distribution channels when the company/firm plans are to move
goods directly to the ultimate users.
A. Direct mail C. Direct sell
B. Direct retail D. Direct wholesale

7. This refers to the distributors who buy directly from distributor or wholesaler and sell to
retailers or end users.
A. Retailer C. Wholesaler
B. Broker D. Manufacturer

8. This refers to the transfer or movement of goods or tangible products and services or
intangible goods from manufacturer or producer to independent intermediaries to customer.
A. Indirect channel distribution C. Direct wholesale
B. direct channel distribution D. Indirect wholesale

9. This refers to the objective of the firm where interested in sales growth.
A. Sales-based C. Status-qou based
B. Profit-based D. Price-based

10. This refers to the objective of the firm where seeks to avoid reasonable government actions.
A. Price-based C. Profit-based
B. Status-qou based D. Sales-based

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 ANSWER SHEET Q3-W7
ENTREPRENEURSHIP

Name: ______________________________________ Gr. & Section: ________________ Score: ______________

Lesson 1

Directions. Pick out from the box The Marketing Mix as described in each item. Write the
letter of the best answer in one whole sheet of paper.
e. Product e. People
f. Price f. Process
g. Place g. Packaging
h. Promotion h. Physical Evidence
1. This is the company offering.
2. This refers to where the offering can be found.
3. This indicates the value of an offering.
4. This is represented by communication tools like advertising.
5. This can be represented by sequential steps to complete task.

Lesson 2

Directions. Think a product as your business opportunity in your locality and provide marketing
strategy for that business. Use the graphic organizer below and write your answer in one whole
sheet of paper.

PRODUCT: 3 MARKETING STRATEGIES:

Lesson 3

Directions. Based on the product you created as business opportunity in your locality, what would
be the best place or distribution channel to consider? Use the graphic organizer below and write
your answer in one whole sheet of paper.
PRODUCT: PLACE OR DISTRIBUTION
CHANNEL:

Lesson 4

Directions. Based on the product you created as business opportunity in your locality, what would
be the best price to offer? Why? Give reasons. Use the graphic organizer below and write your
answer in one whole sheet of paper.
PRODUCT PRICE/S: REASON/S:

Assessment

1. 4. 7. 10.

2. 5. 8.

3. 6. 9.
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