Prin. of Mktg.4thQtr. Module 5 Week 5 6
Prin. of Mktg.4thQtr. Module 5 Week 5 6
Prin. of Mktg.4thQtr. Module 5 Week 5 6
Principles of
Marketing
2nd Quarter
Yvonne P. Recelestino
Module Writer
Performance Standards:
Learning Competency:
Learning Objectives:
To the Learners
This module will equip you a necessary content knowledge, skills, and
competencies about market analysis, planning, implementation and control. The
use of the SWOT analysis in analyzing the company’s situation, markets and
environment.
You read and understand carefully each part of the module so that you
can be able to answers various activity that will help you develop your potentials
in understanding the lesson.
There are various activities prepared by the writer/s that will help you
understand the meaning and importance of the different marketing management
functions that an organization may use in order to achieve its vision, mission,
goals and objectives. It is hope that you will learn to value the knowledge and
wisdom of this module.
What I Know
Advertising- _____________________________________________________________________
Before the lesson proper, kindly write the following guide questions to be given
to you in a piece of paper. Answer them based on your stocked knowledge or
even as a knowledgeable guess. After the discussion, try to answer those
questions again, and now apply the things learned from the lesson.
What’s New
Managing the business is not an easy thing, and based on the
previous lessons a business must follow a process in order to ensure a
percentage of success.
What is it
Through implementation, the company turns the plans into actions. Control
consists of measuring and evaluating the results of marketing activities and
taking corrective action where needed.
Finally marketing analysis provides information and evaluations needed for all
the other marketing activities.
Market analysis
The company should analyze its markets and marketing environment to find
attractive opportunities and identify environmental threats. It should analyze
company strengths and weaknesses as well as current and possible marketing
actions to determine which opportunities in the environment it can best pursue.
Whereas marketing planning addresses the what and why of marketing activities
implementation addresses the who, where, when, and how.
The company must design a marketing organization that can carry our marketing
strategies and plans.
Marketing control involves four steps. Management first sets specific marketing
goals. It then measures its performance in the marketplace and evaluates the
causes of any differences between expected and actual performance. Finally,
management takes corrective action to close the gaps between goals and
performance. This may require changing the action programs or even changing
the goals.
What’s More
Activity 2
Instruction: In your own words, define and give the importance of the
following marketing management functions:
What I can Do
Activity 3
Cadbury
Chocolate had always been considered an affordable little luxury, associated with
romance and celebrations. Therefore in 2000 and 2001, revelations that the
production of cocoa in the Côte d’Ivoire involved child slave labor set chocolate
companies, consumers, and governments reeling. In the United States, the
House of Representatives passed legislation mandating that the FDA create
The stories of child slave labor on Côte d’Ivoire cocoa farms hit Cadbury
especially hard. While the company sourced most of its beans from Ghana, the
association of chocolate with slavery represented a challenge for the company,
since many consumers in the UK associated all chocolate with Cadbury.
Furthermore, Cadbury’s culture had been deeply rooted in the religious traditions
of the company’s founders, and the organization had paid close attention to the
welfare of its workers and its sourcing practices. In 1908, the company had
ended a sourcing relationship that depended on slave labor. Now for the first
time in nearly 100 years, Cadbury had to take up the question of slavery again.
By the 2005 deadline, the chocolate industry was not ready to implement the
protocols and asked for two years more to prepare. Privately, many industry
officials believed that the kind of certification sought by the protocols was
unrealistic. Because cocoa was produced on over a million small farms in
western Africa, insuring that all of these farms, most located deep in the bush,
complied with child labor laws seemed impossible. Furthermore, because beans
from numerous small farms were intermingled before shipment, it was difficult to
track those produced by farms in compliance with labor standards and those that
were not.
Assessment
1. Which of the following refers to the function which begins with a complete
analysis of the company’s situation?
A. marketing analysis C. marketing implementation
4. Which of the following refers to the favorable factors or trends in the external
environment that the company may be able to exploit to its advantage?
A. strengths C. opportunities
B. weaknesses D. threats
A. strengths C. weaknesses
B. opportunities D. threats
Additional Activity
REFERENCES