Republic of the Philippines

Department of Education
REGION IV-A CALABARZON
SCHOOLS DIVISION OF QUEZON
RECTO MEMORIAL NATIONAL HIGH SCHOOL
Tiaong, Quezon

PRINCIPLES OF MARKETING

Quarter 1: Module 3- Week 6-9

 LESSON
4
Strategic and Marketing Planning

EXPECTATIONS

As we study and immerse ourselves in “Principles of Marketing” in the process, it is necessary to

know some Marketing Principles and Strategies. The module is subjected to discuss Module 4 –
Distinguish between strategic and marketing planning in terms of objectives and processes.

Most Essential Learning Competency:

1. define Strategic and Marketing Planning
2. distinguish between strategic and marketing planning in terms of objectives and processes

Let us start your journey in

learning thru a Pretest.
PRETEST Smile and Enjoy!

Matching-Type.
Directions: Choose appropriate letter in the box and write the letter in the space provided before the
number.
1. The describes the primary factors and forces affecting the organization during the next
several years. It includes the long-term objectives, the main marketing strategies used to attain them, and the
resources required. Reviewed and updated each year so [hat the company always has a current long-range
plan. The company's annual and long- range plans deal with current businesses and how to keep them going.
2. Shaped by your business strategy, your marketing strategy is your purpose; it's the
offering you deliver, how you will deliver it and why your marketing efforts will help you achieve your
company’s mission and strategic goals. Once you have your strategy, only then will you be able to develop an
effective marketing plan.
3. sets the stage for the marketing plan. It starts with its overall purpose and mission.
These guide the formation of measurable corporate objectives.
4. Consists of measuring and evaluating the results of plans and activities
and taking corrective action to make sure objectives are being achieved. Analysis provides.
5. It is driven by your strategy, your marketing plan is the execution; the roadmap of
tactical marketing efforts that help you achieve your marketing goals. Your plan is your detailed campaign of
what you will do, where you will do it, when you will implement, and how you will track success.

MARKETING STRATEGY LONG- MARKETING PLAN

RANGE PLAN STRATEGIC PLANNING
CONTROL.

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 LOOKING BACK TO YOUR LESSON

Fill-in the Blanks:

Directions: Read each statements or questions carefully and fill in the blanks with the correct answer
from the box below.
1. Is almost a lost art. Saying 'hello,' 'good afternoon,' 'sir', and 'thank you
very much' are a part of good customer service? For any business, using good manners is appropriate
whether the customer makes a purchase or not.
2. The relationship between benefits and the costs including money,
stress, and time to sacrifice that is necessary to get those benefits.
3. The act of taking care of the customer's needs by providing and
delivering professional, helpful, high quality service and assistance before,
during, and after the customer's requirements are met. Customer service is meeting the needs and
desires of any customer.
4. It will make earlier agents of change look inadequate. The key
facilitator is technology available to marketers. CRM weds the individual customer and technology in
ways that are unique. These fourth-wave relationships, propelled by a confluence of technological
advances, will themselves change at geometric rates.
5. Relationships are based on communication. Your customers and users
want to communicate with you, so be sure to communicate with them often. Relationship marketing
works well when you strive to be there for your customers.

Professionalism Customer service Politeness

Customer Value Communicate Often Customer Relationship Marketing

BRIEF INTRODUCTION

“The marketing strategy is your approach to achieving your competitive advantage

— the marketing plan contains the activities that will get you there.”- blog.aha.io
Marketing Strategy - Shaped by your business strategy, your marketing strategy is your purpose; it's
the offering you deliver, how you will deliver it and why your marketing efforts will help you achieve
your company’s mission and strategic goals. Once you have your strategy, only then will you be able
to develop an effective marketing plan according to The Laire Group Team published at
www.lairedigital.com
Marketing Plan - Driven by your strategy, your marketing plan is the execution; the roadmap of
tactical marketing efforts that help you achieve your marketing goals. Your plan is your detailed
campaign of what you will do, where you will do it, when you will implement, and how you will track
success.

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 Marketing Strategy Marketing Plan
The “Why” Behind your Marketing The Road Map the Execution “Plan”
Efforts

Its purpose is to describe how your Its purpose is to lay out your
marketing goals will help you achieve your marketing campaign efforts on a tactical
business goals level

what offering you will deliver, who you what you will do, where you willdo
will deliver, who you will deliver it to, how you it, when you will implement and how you
will deliver it and who your competitors are. will track success.

it helps you make the most of your It supports yours strategy and is
investment, keep your marketing the action plan you’ll uses to
focused, and measure your sales implement your marketing efforts.
results.

Source: Written by The Laire Group Team | April 23, 2018 lairegroup.com

STRATEGIC MARKETING VS. TACTICAL MARKETING

Strategic Planning is a broad process that can address the entire business, or a portion of the business
such as marketing while Marketing planning is written based from strategic plans.

STRATEGIC PLANNING
1. Strategy is a plan from reaching a specific goal.
2. In business, a strategy is a broad goal, such as increasing sales or market share or creating an
image for the business.
3. When creating marketing plans start with broad strategies and support the with specific
tactics.
4. Planning is the process of predicting future events and conditions and of determining the best
way to attain the goals and objectives of the organization.
5. Strategic Planning is a management process of creating and maintaining fit between the
objectives and resources of the organization and the changing market opportunities.

Companies usually prepare annual plans, long-range plans and strategic plans:
1. The annual plan is a short-term plan that describes the current situation, company objectives,
the strategy for the year, the action program, budgets and controls.

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 Learning Module for Principles of Marketing
2. The long-range plan describes the primary factors and forces affecting the organization during
the next several years. It includes the long-term objectives, the main marketing strategies used
to attain them, and the resources required. This long-range plan is reviewed and updated each
year so [hat the company always has a current long-range plan. The company's annual and
long-range plans deal with current businesses and how to keep them going.
3. The strategic plan involves adapting the firm to take advantage of opportunities in its
constantly changing environment. It is the process of developing and maintaining a strategic
fit between the organization's goals and capabilities and its changing marketing opportunities.

Strategic and Marketing versus Tactical Marketing

1. This become the basis of long-Term plan used in strategic marketing
2. To accomplish the long-term goal, marketers also develop short term action plan and do
tactical marketing
3. Strategic marketing considers the long-term goals of your company such as expanding your
business, exploring new demographics, or creating a new brand. Therefore, it needs the
insight of your financial department who can analyze if you have adequate funds to realize
your goals.
4. Tactical marketing often involves generating leads, building websites, placing ads, and
following up. It includes advertising, sales promotions, and other activities that directly support
your strategic marketing plan. And because your strategic marketing plan included establishing
a budget, tactical planning preparation should consider its financial limitations in carrying out
these activities.

Strategic planning sets the stage for the marketing plan. It starts with its overall purpose and mission.
These guide the formation of measurable corporate objectives. A corporate audit then gathers
information on the company, its competitors, its market and the general environment in which the
firm competes. A SWOT analysis gives a summary of the strengths and weaknesses of the company
together with the opportunities and threats it faces. Next, headquarters decides what portfolio of
businesses and products is best for the company and how much support to give each one.
This helps to provide the strategic objectives that guide the company's various activities. Then each
business and product unit develop detailed marketing and other functional plans to support the
companywide plan. Thus, marketing planning occurs at the business-unit, product and market levels.
It supports company strategic planning with more detailed planning for specific marketing
opportunities.

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 Learning Module for Principles of Marketing

Figure 1. Source: Kotler, Philip (1999), Principles of Marketing, Second European ed., Figure 3, Chapter 3
Strategic Marketing Planning, page106.

The Planning Process

Putting plans into action involves four stages: analysis, planning, implementation and control. Figure 1
shows the relationship between these functions that are common to strategic planning, marketing
planning or the planning for any other function.
1. ANALYSIS. Planning begins with a complete analysis of the company's situation. The company
must analyze its environment to find attractive opportunities and to avoid environmental
threats. It must analyze company strengths and weaknesses, as well as current and possible
marketing actions, to determine which opportunities it can best pursue. Analysis feeds
information and other inputs to each of the other stages.
2. PLANNING. Through strategic planning, the company decides what it wants to do with each
business unit. Marketing planning involves deciding marketing strategies that will help the
company attain its overall strategic objectives. Marketing, product or brand plans are at the
center of this.
3. IMPLEMENTATION. Turns strategic plans into actions that will achieve the company's
objectives. People in the organization that work with others both inside and outside the
company implement marketing plans.
4. CONTROL. Control consists of measuring and evaluating the results of plans and activities and
taking corrective action to make sure objectives are being achieved. Analysis provides
information and evaluations needed for all the other activities.

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 Learning Module for Principles of Marketing

ACTIVITIES

Directions: Write your answers for Independent Activity 1 & 2 in yellow pad.

1. Independent Activity 1:
Identification. Identify the difference between Marketing Strategy and Marketing Plan. Use this format.

Marketing Strategy Marketing Plan

1. 1.

2. 2.

3. 3.

4. 4.

2. Independent Activity 2:

Kindly differentiate the Strategic and Marketing versus Tactical Marketing.

REMEMBER

The strategic plan is high-level thinking, without the details, defining strategic focus. It ought to
include thinking about how the business is different, and it is special market focus, and it is business
offering (product or service), and how those three elements work together. In many ways it's like
defining attributes, goals, and directions. A marketing plan usually (but not necessarily) includes a
market analysis. It defines target markets, messaging, media, promotion, pricing, and other elements
of the marketing mix – distribution channels, packaging, PR, as appropriate. And it sets specific
activities, budgets, metrics, and milestones.

Marketing Plan is driven by your strategy, your marketing plan is the execution; the roadmap of
tactical marketing efforts that help you achieve your marketing goals. Your plan is your detailed
campaign of what you will do, where you will do it, when you will implement, and how you will track
success.

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 Learning Module for Principles of Marketing
Strategic planning sets the stage for the marketing plan. It starts with its overall purpose and mission.
These guide the formation of measurable corporate objectives. A corporate audit then gathers
information on the company, its competitors, its market and the general environment in which the
firm competes. A SWOT analysis gives a summary of the strengths and weaknesses of the company
together with the opportunities and threats it faces. Next, headquarters decides what portfolio of
businesses and products is best for the company and how much support to give each one.

Strategic planning process includes defining the Corporate Mission, environmental scanning, Goal
Formation, Strategy Formulation, Implementation, Feedbacks and Control.

CHECK YOUR UNDERSTANDING

MODIFIED TRUE OR FALSE:

Directions: Write Correct if the statement regarding Strategic and Marketing Planning is true, but if it is
incorrect write the correct word/s to make the statement correct.

1. Strategic Planning helps to provide the strategic objectives that guide the
company's various activities. Then each business and product unit develop detailed marketing and
other functional plans to support the companywide plan. Thus, marketing planning occurs at the
business-unit, product and market levels. It supports company strategic planning with more detailed
planning for specific marketing opportunities.
2. Implementation begins with a complete analysis of the company's situation.
The company must analyze its environment to find attractive opportunities and to avoid
environmental threats. It must analyze company strengths and weaknesses, as well as current and
possible marketing actions, to determine which opportunities it can best pursue. Analysis feeds
information and other inputs to each of the other stages.
3. Through strategic planning, the company decides what it wants to do with
each business unit. Marketing planning involves deciding marketing strategies that will help the
company attain its overall strategic objectives. Marketing, product or brand plans are at the center of
this.
4. Planning turns strategic plans into actions that will achieve the company's
objectives. People in the organization that work with others both inside and outside the company
implement marketing plans.
5. Control consists of measuring and evaluating the results of

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 Learning Module for Principles of Marketing
plans and activities and taking corrective action to make sure objectives are being achieved. Analysis
provides information and evaluations needed for all the other activities.

POST-TEST

MULTIPLE CHOICE: Choose the letter of the best answer.

1.It is shaped by your business strategy, your marketing strategy is your purpose; it's the offering
you deliver, how you will deliver it and why your marketing efforts will help you achieve your
company’s mission and strategic goals. Once you have your strategy, only then will you be able to
develop an effective marketing plan.

a. Marketing Strategy c. Strategic Planning

b. Marketing Plan d. Planning
2.- Driven by your strategy, your marketing plan is the execution; the roadmap of tactical
marketing efforts that help you achieve your marketing goals. Your plan is your detailed campaign
of what you will do, where you will do it, when you will implement, and how you will track
success.
a. Marketing Strategy c. Strategic Planning
b. Marketing Plan d. Planning
3.is a broad process that can address the entire business, or a portion of the business such as
marketing while Marketing planning?
a. Marketing Strategy c. Strategic Planning
b. Marketing Plan d. Planning
4.The strategic plan involves adapting the firm to take advantage of opportunities in its constantly
changing environment. It is the process of developing and maintaining a strategic fit between the
organization's goals and capabilities and its changing marketing opportunities.
a. Marketing Strategy c. Strategic Planning
b. Marketing Plan d. None of the above
5. is the process of predicting future events and conditions and of determining the best way to
attain the goals and objectives of the organization?

a. Marketing Strategy c. Strategic Planning

b. Marketing Plan d. Planning

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 Learning Module for Principles of Marketing

REFLECTIVE LEARNING SHEET

In the midst of the current COVID-19 pandemic, global markets are severely disrupted. Businesses are forced to
explore innovative solutions to overcome the growing negative implications of this unprecedented crisis.
Due to various quarantine measures imposed by governments around the world, certain industries have been
affected much more than others. As only businesses involved in the value chain of essential commodities are
operational, the rest of the industries need to evaluate how they will respond to business unusual. The existing
business continuity plans may not be sufficient to address the fast-changing variables presented by COVID-19.

source:https://www.pwc.com/ph/en/advisory/deals-advisory/responding-to-the-potential-business- impacts-of-covid-19--
deals-.html

Reflective Question. Can you site businesses use out-of-the-box marketing strategy despite of
this pandemic situation? Explain.

E-SITES
To further explore the concept learned today and if it possible to connect the internet,
you may visit the following links:
Topic: How to develop an effective marketing strategy link:
https://www.youtube.com/watch?v=auRTKgS1bTM

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