ENTREPRENEURSHIP

Quarter 1 – WEEK 8
Marketing Mix
Learning Outcomes
: Upon the completion of the given
unit, the SHS learners are expected
to apply the 7Ps of marketing to
augment the sales of the business.
Instruction: Circle T if the statement is TRUE and F if
the statement is FALSE.

T F 1. Positioning is the way the client can distinguish

the establishment’s products and services.
T F 2. Branding and positioning must
go together.
T F 3. Product refers to goods and services to be
offered to the clients.
T F 4. Promotion is short offerings designed to
encourage sales in a short term basis.
T F 5. Packaging offers brand identification
for the clients.
T F 6. Packaging distinguishes the product
from its rivals.
T F 7. Place must be strategically located for
clients’ comfortability.
T F 8. Establishment have greater advantage if
parking spaces are available.
T F 9. Public relations can be direct or indirect form
of communication to a public.
T F 10. The additional Ps of the marketing mix are
People, Packaging, and Process.
Taglines are the summary of the Unique Selling Proposition.

Instruction: Identify the business name that owns the tagline.

Place your answer on the blank provided.

________________ 1. Langhap sarap.

________________ 2. Obey your thirst.
________________ 3.Connecting people.
________________ 4. It’s finger – licking’ good!
________________ 5. Batang may laban.
Instruction: Unscramble the words referring to as the Marketing Mix.

__________________ 1. step-by-step procedure SSCEPRO

___________________ 2. target market EOPPEL

___________________ 3. location APELC

___________________ 4. tangible or an intangible UCTORP
___________________ 5. physical appearance of the product
GGNIAAKCP
___________________ 6. peso value RICEP

___________________ 7. strategy MOTIONORP

 Marketing deals on how to convince
customers to patronize the products and
maintaining customer value towards them.
Marketing plans are considered essential in
captivating the target m a r k e t a n d surpassing the
quality o f the products a n d services of the
competitors. The company needs to adopt a business
strategy to fully create a great impact towards
potential client such as the marketing mix: Product,
Place, Price, Promotion, People, Packaging and
Process.
 T he 4Ps such as p roduct, place, price, and
promotion are also k n o w n as a marketing mix. It
is one of the effective tools in marketing. In
conveying marketing schemes, additional factors are
added: People, Packaging, and Process. If these 7Ps
are present, t h e y b e c o m e s u bstantial i n the
operation of the establi s h m e n t s in addressing the
customer’s needs, wants a n d d e man d s a n d
customer ’s value and satisfaction.
 Based on BPI- SHAPE , 2016, below are the Marketing 7Ps:

1. PRODUCT

It is tangible and discernible items that you can

physically touch, has packaging and usually a shelf life which
an organization produces.
Service is the production of an essentially intangible
benefit, either in its own right or as a significant element of a
tangible product, which through s om e form of exchange,
satisfies an identified ne e d. Sometimes services are difficult to
identify because they are closely associated with a good.
 To develop a product or service here are the things
you should consider:

What value do you offer to customers?

· What does the customer want from the product or
service?
· What features does it have to meet these needs?
· Ho w and where will the customer use it?
· What does it look like?
· What size(s), color(s), should it be?
· What is it to be called?
· Ho w it is branded?
· How it is differentiated versus your competitors?
 2. PLACE

You should very well investigate where to locate your

business. Accessibility is very important, but also prices of
the rent. Let the participants think of different possible
locations for their business.

 Where is the location/ how is the product or service

distributed?
• Where do buyers look for your product or service?
• If they look in store, what kind?
• H o w can you access the right distribution channels?
• Do you need to use a sales force?
• What do your competitors do, and how can you learn from
that and or differentiated?
 3. PRICE

Yo u r price s h o u l d b e h i g h e n o u g h to m a k e a profit, a n d
l o w e n o u g h to encourage people to buy it. Th e price depends o n
the product, the place and the people.
What is the quantity of the payment from one party to
another in exchange
for goods or services?
· Are there established price points for products or services in
this area?
· Is the customer price sensitive?
· What discounts should be offered to trade customers?
· How will your price compare to those of your competitors?
 4. PEOPLE

Referring to your target market. According to

Entrepreneur. Com, target market is a specific group
of customers at which a company aims its products
and services. Your target customers are those that
most likely to buy from you.
 5. PACKAGING

It refers to the physical appear ance of h o w the product is

presented.

P a c k a g e o r p a c k a g i n g m e a n s a n y container o r w r a p p i n g in
w h i c h the consumer product is enclosed for use in delivery or display of
that consumer product to retail purchasers, b u t d o e s n o t include:

a. S h i p p i n g containers or wrapping used solely for

t r a n s p o r t a t i o n o f a n y c o n s u m e r p r o d u c t in bulk or in big
quantities b y manufacturers, packer s, or processors to wholesale,
retail, distributors thereof;

b. shipping containers or outer w r appings u s e d b y retailers to ship

or deliver a n y product to retail customer s s u c h as containers a n d
w r a p p i n g bears n o printer m a t t e r pertaining a n y particular
product;

c. the w r a p p e r s or containers o f c o n s u m e r pr oducts sold in small

quantities by small retail stores to the consumer w hich b y
tradition are w r apped with ordinary paper.
 6. POSITIONING

A n effort to influence c o n s u m e r p e r c e p t i o n o f a b r a n d o r p r o d u c t
relative t o t h e p e r c e p t i o n o f c o m p e t i n g b r a n d s o r p r o d u c t s . Its o b j e c t i v e is to
o c c u p y a clear, unique, a n d a d v a n t a g e o u s position in the c o n s u m e r ’s m i n d .

Pos itioning i s d e v e l o p i n g a p r o d u c t a n d b r a n d i m a g e in t h e
m i n d s o f c o n s u m e r s . It c a n als o i n c l u d e i m p r o v i n g a c u s t o m e r ’s
p e r c e p t i o n a b o u t t h e e x p e r i e n c e t h e y will h a v e if t h e y c h o o s e t o p u r c h a s e
y o u r p r o d u c t o r s ervice. T h e business c a n positively influence the perception
of its chos en customer bas e through strategic p r o m o t i o n a l activities a n d b y
carefully defining y o u r bus ines s ’ m a r k e t i n g mix.
Effective positioning involves a good understanding of competing
products a nd the benefits that are s o u g h t b y y o u r target m a r k e t . It also
r equires y o u to identify a differential a d v a n t a g e w i t h w h i c h it will deliver the
r equired benefits t o the m a r k e t effectively against the competition. Bus ines s
s hould a i m to define thems elves in the eyes of their cus tomers in regards to
their competition.
 7. PROMOTION
This is how you make clear what you sell, where people can
find you, why they should c o m e to you. Yo u can do this by publicity,
advertising, a n d flyers. Creativity is very important.
Raising customer awareness of a product or band,
generating sales, and
creating brand loyalty.

· W h e r e a n d w h e n c a n y o u ge t a c ross y o u r m a r k e t i n g m e s s a g e s
to your target market?
· Will you reach your audience by advertising?
· W h e n is the best time to promote?
· H o w do your competitors d o their promotions? H o w does
that influence your choice of promotional activity?
Promotional Tools (Batisan, 2016)

1. Advertising – This is a type of communication that

influences the behavior of a customer to choose the
product or service of the entrepreneur over the
competitors. The objectives of advertising include the
following: (a) informing, educating, and familiarizing
the public with the product and service offerings;
(b)building a trustworthy image; and (c)increasing
sales.
The entrepreneur can choose to advertise through the
following:

· Television – regular channels, cable TV

· Radio – AM & FM radio
· Internet – e-mails, w e b sites, blogs, social media,
search engines, podcasts
· Mobile phones – text messages, mobile applications,
mobile internet
· Print – newspapers, magazines, flyers, directories,
signage, posters
 O u t -of-h o m e – billboards, buses, b u s stops,
trains, train stations, taxis, street advertisements
2. Selling – This is the act of trading a product or
service for a price or a fee. The entrepreneur mu s t
identify the target customers w h o will likely b u y
the product or service.

3. Sales promotions – These are short-term

promotional gimmicks wherein practical
incentives and appealing activities are
incorporated to entice the customers to b u y the
product or avail of the service.
4. Public relations – These are im a ge building initiatives o f the
entrepreneur to m a k e the n a m e of the business reputable to
stakeholders, s u c h a s the target c ustome rs, g o v e r n m e n t
agencies, b u sin e ss partners, m e d i a , a n d the public. Examples
of P R strategies are as follows:

· P ress conferences
· Launching events
· Strong m e d i a relations through press kits
· Social responsibility events (e.g. charitable or community
events)
· Lobbying (e.g. good relationships with government officials)
 We b p u b lic relations (e.g. blogs, social m e d i a , e -m a ils,
w o r d -o f-mouth)
 Instruction: Make your own advertisement about
Gadget integrating the seven Ps. Present it through a
video presentation or scrap book using the following

Rubrics:
1. Subject Knowledge 25%
2. Originality 25%
3. Creativity 25%
4. Organization 25%
Instruction: A n s w e r the questions.

1. What is Marketing Mix?

_________________________________________________________________
_________________________________________________________________
_________________________________________________________________
2. H o w to use the marketing m ix?
_________________________________________________________________
_________________________________________________________________
_________________________________________________________________
_________________________________________________________________
 PACKAGING MATTERS
Instruction: M a ke a prototype of your own product.
Use recyclable materials to package it. Submit a
documentation of your output, narrative and pictures. Use
long bond paper.

RUBRICS:
1. Resourcefulness – 25%
2. Uniqueness – 25%
3. Creativity – 25 %
4. Design – 25%
 Multiple Choice . Choose the letter of the best answer.

1. Which of the following is not an element of Marketing Mix?

A. People
B. Profit
C. Promotion

2. W h a t does an establishment m odify to generate a brand image for a

product?
A. Marketing Mix
B. Place
C. Price

3. W h a t is the most significant element of the marketing m ix ?

A. Packaging
B. Packaging
C. None
4. Which of the following is a feature of branding?
A. Business logo
B. Packaging
C. Both A & B

5. The marketing mix of an establishment defines the

______________?
A. Objective
B. Profit
C. Strategy
6. The original elements of the marketing mix are:
A. price, product, place, purchasing
B. product, distribution, purchasing, and price
C. product, place, price, and promotion

7. T h e e l e m e n t of marketing that is c o n c e r n e d o n
w h a t t o o ff e r t o its
c u s t o m e r s is:
A. Price
B. Product
C. Promotion
8. T h e e l e m e n t o f m a r k e t i n g tha t d e t e r m i n e s t h e c h a rg e
f o r t h e p r o d u c t o r service:
A. Place
B. Price
C. Process

9. The other term for Marketing Mix:

A. Seven Functions
B. 4Ps
C. 5S

10.Advertising, selling, public relations and sales

promotions are all examples of ________________________.
A. Packaging
B. Pricing
C. Promotion
11.M a n a g e m e n t is determining whether or not to offer the total line of
clothing. This is an example of which marketing m ix element?
A. Place
B. Product
C. Promotion

12.G a is a n o Corporation c onduc ts w i d e -ranging research to define the

efficient cost to transport their products. T h i s is w h i c h c o m p o n e n t
o f the m a r k e t i n g mix?
A. Place
B. Product
C. Promotion
13. C o m m u n i c a t i o n u s e d to update, e n courage, a n d p r o m p t c u s t o m e r s a b o u t the
product or services of the c o m p a n y.
A. Place
B. Product
C. Promotion

1 4 . M r s . Vi l l a r p r e f e r s t o p o s i t i o n h e r n e w s t o r e i n F r e e d o m P a r k . T h i s i s a n
example of which marketing m i x element?
A. Place
B. Product
C. Promotion
15. S t o r e k o ‘to d e c i d e s t o h a v e a television c o m m e r c i a l . T h i s is a n e x a m p l e o f
which marketing m i x element?
A. Place
B. Product
C. Promotion