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ENTREPRENEURSHIP
Quarter 1– Module 4
ENTREPRENEURSHIP

Recognize the importance of marketing mix

in the development of marketing strategy
Entrep– Grade 12
Alternative Delivery Mode
Quarter 1 – Module 4- ENTREPRENEURSHIP: Recognize the importance of
marketing mix in the development of marketing strategy.
First Edition, 2020

Republic Act 8293, section 176 states that: No copyright shall subsist
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over them.

Published by the Department of Education

Secretary: Leonor Magtolis Briones
Undersecretary: Diosdado M. San Antonio

Development Team of the Module

Writer: Amecia Ray D. Mamigo
Editor: Ellen E. Edrial, EdD
Reviewer: Ellen E. Edrial, EdD
Illustrator: None
Layout Artist/Typesetter:
Management Team: Senen Priscillo P. Paulin, CESO V Rosela R. Abiera
Fay C. Luarez, TM, EdD., PhD. Maricel S. Rasid
Nilita L. Ragay, EdD Elmar L. Cabrera
Adolf P. Aguilar
Antonio B. Baguio, EdD

Printed in the Philippines by ________________________

Department of Education –Region VII Schools Division of Negros Oriental

Office Address: Kagawasan, Ave., Daro, Dumaguete City, Negros Oriental

Tele #: (035) 225 2376 / 541 1117
E-mail Address: [Link]@[Link]

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ENTREPRENEURSHIP
Quarter 1 – Module 4
Recognize the importance of
marketing mix in the development
of marketing strategy.
Introductory Message
For the Facilitator:

Welcome to the Entrepreneurship Alternative Delivery Mode (ADM)

Module 4, Recognize the importance of marketing mix in the
development of marketing strategy.
This module was collaboratively designed, developed and reviewed by
educators both from public and private institutions to assist you, the
teacher or facilitator in helping the learners meet the standards set by the
K to 12 Curriculum while overcoming their personal, social, and economic
constraints in schooling.
This learning resource hopes to engage the learners into guided and
independent learning activities at their own pace and time. Furthermore,
this also aims to help learners acquire the needed 21st century skills while
taking into consideration their needs and circumstances.
In addition to the material in the main text, you will also see this box in
the body of the module:

The ability to listen is as important as the

ability to speak.”
-Sheryl Sandberg

As a facilitator, you are expected to orient the learners on how to use this
module. You also need to keep track of the learners' progress while
allowing them to manage their own learning. Furthermore, you are
expected to encourage and assist the learners as they do the tasks
included in the module.

For the Learner:

Welcome to the Entrepreneurship Alternative Delivery Mode (ADM)
Module 4 on recognizing the importance of marketing mix in the
development of marketing strategy.

This module is designed to provide you with fun and meaningful

opportunities for guided and independent learning at your own pace and
time. You will be enabled to process the contents of the learning resource
while being an active learner.

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This module has the following parts and corresponding icons:
What I Need to
Know This will give you an idea of the skills or
competencies you are expected to learn in
the module.

What I
Know This part includes an activity that aims to
check what you already know about the
lesson to take. If you get all the answers
correct (100%), you may decide to skip this
module.

This is a brief drill or review to help you link

the current lesson with the previous one.
What’s In
What’s
New In this portion, the new lesson will be
introduced to you in various ways; a story,
a song, a poem, a problem opener, an
activity or a situation.
What
is It This section provides a brief discussion of
the lesson. This aims to help you discover
and understand new concepts and skills.
What’s
More This comprises activities for independent
practice to solidify your understanding and
skills of the topic. You may check the
answers to the exercises using the Answer
Key at the end of the module.
What I Have
Learned This includes questions or blank
sentence/paragraph to be filled into
process what you learned from the lesson.
What I
Can Do This section provides an activity which will
help you transfer your new knowledge or
skill into real life situations or concerns.

This is a task which aims to evaluate your

level of mastery in achieving the learning
Assessment
competency.

In this portion, another activity will be

given to you to enrich your knowledge or
Additional Activities skill of the lesson learned.
Answer
This contains answers to all activities in the
Key module.
At the end of this module you will also find:

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i
References This is a list of all sources used in
developing this module.
The following are some reminders in using this module:

1. Use the module with care. Do not put unnecessary mark/s on any
part of the module. Use a separate sheet of paper in answering the
exercises.
2. Don‟t forget to answer What I Know before moving on to the other
activities included in the module.
3. Read the instruction carefully before doing each task.
4. Observe honesty and integrity in doing the tasks and checking your
answers.
5. Finish the task at hand before proceeding to the next.
6. Return this module to your teacher/facilitator once you are through
with it.
If you encounter any difficulty in answering the tasks in this module, do
not hesitate to consult your teacher or facilitator. Always bear in mind
that you are not alone.
We hope that through this material, you will experience meaningful
learning and gain deep understanding of the relevant competencies.
You can do it.

TABLE OF CONTENTS

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CONTENT PAGES

TITLE PAGE ------------------------------------------------ i

INTRODUCTORY MESSAGE----------------------------------------------------------------
For the Facilitator-----------------------------------------------------------------------------
For the learner--------------------------------------------------------------------------------

WHAT I NEED TO KNOW --------------------------------- 1 Learning Competency

--------------------------------- 1
Learning Objectives --------------------------------- 1

WHAT I KNOW ------------------------------------------------ 1

Task 1 ------------------------------------------------ 1

WHAT‟S IN ------------------------------------------------ 2
Task 2 ------------------------------------------------ 2

WHAT‟S NEW ------------------------------------------------ 3

Task 3 ------------------------------------------------ 3

WHAT IS IT ------------------------------------------------ 4

WHAT‟S MORE ------------------------------------------------ 7

Task 4 ------------------------------------------------ 7

WHAT I HAVE LEARNED --------------------------------- 7 Task 5

-------------------------------- 7

WHAT I CAN DO ---------------------------------------- 8 Task 6

------------------------------------------------ 8

ASSESSMENT ------------------------------------------------ 9

GLOSSARY ------------------------------------------------ 10

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ANSWER KEYS ------------------------------------------------ 11

REFERENCE LIST -------------------------------------------- 12

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 WHAT I NEED TO KNOW

Module:4Describe the Marketing Mix (7Ps) in relation to the

business
opportunity.
specific
This module enables you to explore the world of marketing
ally o plan
n marketing mix. It is the first move taken when starting to
morefor aabout
product or service. The tasks in this module will let you
the be taught discover components of marketing mix and the 7Ps. Here,
you will
how you can use them to develop a successful marketing
strategy.

Learning Competency
Describe the Marketing Mix (7Ps) in relation to the business opportunity
CS_EP11/12ENTREP-0h-j-10)

Learning Objectives:

After going through the module, you are expected to:

1. Describe the elements of the 7P‟s in marketing mix.

2. Apply critical thinking skills about marketing concepts through
written activities.
3. Demonstrate creativity and self-governing skills.

WHAT I KNOW

Task 1

Direction: Fill in the blank with the choices found in the box. Write your
answer on your
notebook.
Target Market Place Maturity Distribution

Reminding Marketing Marketing mix

Marketing Price Promotion

strategy

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1. The two steps in developing a marketing strategy include identifying a
_________________ ___________________ and developing a marketing mix.

2. A firm‟s marketing mix consists of four elements including price,

______________, promotion and product.

3. The product life cycle consists of the following stages: • Introduction •

Growth • ________________, and • Decline.

4. The three main roles of a promotional strategy involve informing the

target market, persuading them and __________________ the intended
audience of the company‟s product/service/event.

5. _____________ is defined as determining the best methods to be used so

customers are easily able to locate, obtain, and use the
products/services/events of an organization.

6. _____________is the activity, set of institutions, and processes for

creating, communicating, delivering, and exchanging offerings that
have value for customers, clients, partners, and society at large.

7. The amount of money that your customers have to pay in exchange for
the product or service is _____________.

8. ____________ is where they should sell a product and how to deliver the
product to the market.

9. A ________________ includes multiple areas of focus as part of a

comprehensive marketing plan.

10. _____________ refers to a business's overall game plan for reaching

prospective consumers and turning them into customers of the
products or services that the business provides.

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 WHAT’S IN

Task 2

Direction: In you notebook, answer the following questions:

Source: P&G in the Philippines

1. Are these brands familiar? ___

2. Are you using these brands of products?______
3. Are these available in the market?_______
4. How do these products able to reach you?________
5. Are these products affordable?_______
6. In what situations do companies of these products offer promos?______

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 WHAT’S NEW

Task 3

Direction: Accomplish this task in your notebook.

Source: [Link]

Explore!

1. In business, what does the picture suggest?

2. Is business similar to playing chess? Why? Why not?
3. Do you think you could only win the game by chances?
4. Is a strategic plan important in order for the products/services to
succeed in the market place? Why?
5. In your opinion, how do you create a win-win situation despite of
massive competition?

WHAT IS IT

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The 7 Ps marketing mix is a marketing tool and strategy that will help your
business to develop it‟s marketing and business success by focusing on
specific areas. Historically, the marketing mix was just 4Ps, but 3 more
were added and it is now suggested that all 7 are considered as part of
your marketing and promotional strategy, particularly if you are a service
provider. [Link]

What is the 7 p‟s marketing mix used for?

These 7 Ps are predominantly used by businesses as a focal point and as
part of an overall marketing strategy.
They can assist with:
• Defining areas of success in the business that can be replicated and
built on
• Defining issues in the business that are holding you back from being
more profitable, productive or successful
• Setting objectives and targets – so you can move strategically towards
your goals
• Competitive analysis – your business position in the market against
your competitors
• SWOT analysis – analysis of your business strengths, weaknesses,
opportunities and threats
[Link] -mix

The 7 Ps
The original 4Ps of the marketing mix tool are:
1. Product
2. Price
3. Place
4. Promotion
The additional 3Ps added, are:
5. People
6. Process
7. Physical Evidence

Using the 7Ps

You can use the 7 Ps as headings for discussion, of which the findings and
conclusions can then be added to your marketing strategy, which should
feature as part of your overall business plan.
Some of the things you can focus on under each of the 7P headings,
include:

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PRODUCT – this could be your SERVICE if you are a service provider
• Is your product branded effectively?
• How do your customers rate the quality of your product?
• Is there recurrent negative feedback about the same thing?
• Are there improvements that could be made?
• Is your product brand strong?
• Do you offer a guarantee?
• Do you have availability or stock?
• Could you take on more customers or orders?

PRICE
• How does your product compare when it comes to the market price?
• When was the last time you reviewed your pricing?
• When was the last time you altered your price in-line with inflation,
or market supply and demand?
• Is your pricing model clear and easy to communicate?
• Do you know your profit margin on each product you offer?
• Do you provide any added-value to your offering?
• Do you offer the most appropriate payment methods for the
customer?
• Do you offer credit facilities?

PROMOTION
• What marketing communications do you have?
• Do they need updating?
• Do they give the right messages?
• How could you refine your sales process?
• What PR activity are you doing?
• Do you have a marketing budget? Should it stay the same, or
change this year?
• Do you network to promote your business?

PLACE
• Is your product available in the place where your customers shop?
• Is your product visible to your target market?  Are you visible on
social media?

PEOPLE
• Do you have the right people to sell your product / service?
• Do you have the right amount of marketing support?
• Are the right people in your team, in the right roles?
• Do you need more, or less resources?

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• Could you outsource some of your work to reduce commitment on
costs?
• Do you have the right culture within the team?
• Do you have a good recruitment, training and appraisal system for
staff?

PROCESS
• Is your sales process efficient?
• Are your processes customer focused?
• Do you have a good process for dealing with technology issues?
• Have you established systems for as many things as possible within
your marketing and sales process?

PHYSICAL EVIDENCE
• Is your product packaging reflective of the quality of the product?
This could apply to the way a service is delivered, including any
physical documentation
• What is the online experience if the product is delivered digitally?

These are just ideas and you will for sure come across other questions and
thoughts that are relevant to your business.

Why not get your team together (or you partner / best friend if you are a
sole trader) and have some fun by trying to really cover all the individual
elements of your business. Be constructively critical and also realistic with
what you can achieve within certain timeframes.

Why the marketing mix is still used from the 80s until now
The marketing mix concept may seem dated as it was developed in the
1980s and we now live and work in a rapidly changing commercial
environment.
However, it remains effective as the logic behind each of the 7 Ps remains
constant yet they are flexible enough to be able to be adapted to suit the
new style of communications, for example social media.
Source: [Link]
usethem-in-your-small-business/?cli_action=1598258955.361

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 WHAT’S MORE

Task 4

Direction: Fill in the given space according to what are asked. Accomplish
this on a short bond paper.

Source: [Link]

PRODUCT PRICE

What is your product? How do you price your product

Why do people need your give at least two factors to
product? consider?

Draw your product and label

it HERE!

PLACE PROMOTION

Where are you going to sell

your product? In what way you are
going to promote your
product?

Source: Activity worksheet adopted from

[Link] -mix

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 WHAT IHAVE LEARNED

Task 5

Direction: In your notebook, complete the following

statements.
1. I have learned that
_____________________________________________________________________

2. I have realized that

_____________________________________________________________________

3. I will apply what I have learned

____________________________________________________________________

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 Product- Refers to what you are selling,
including all of the features, advantages and
benefits that your customers can enjoy from buying your goods or
services.
Place- Is the place where your product or service is actually
sold.

Promotion- These are the promotional activities you use to make your
customers aware of your products and services, including advertising,
sales tactics, promotions and direct marketing.
Price- This refers to your pricing strategy for your products and services
and how it will affect your customers.

Packaging- The wrapping material around a consumer item that serves

to contain, identify, describe, protect, display, promote and otherwise
make the product marketable and keep it clean.
[Link]

People- Refer to the staff and salespeople who work for your business,
including yourself.

Process- refers to the processes involved in delivering your products and

services to the customer. It is also about being 'easy to do business with'.

Physical evidence-refers to everything your customers see when

interacting with your business.

Marketing mix- Refers to the set of actions, or tactics, that a company

uses to promote its brand or product in the market.

Marketing strategy- Is a long-term, forward-looking approach and an

overall game plan of any organization or any business with the
fundamental goal of achieving a sustainable competitive advantage by
understanding the needs and want of customers.
[Link]

Marketing- Refers to activities a company undertakes to promote the

buying or selling of a product or service. Marketing includes advertising,
selling, and delivering products to consumers or other businesses.

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Source:Glossary:[Link] business/
marketing-sales/marketing-promotion/marketing-basics/sevenps-
marketing

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 REFERENCES

Websites
1. [Link] - ps- marketing- mix- how- to- use- them- in -
your- small- business/?cli_action=1598258955.361

2. Pedagogical Tool: Introduction to the Marketing Mix

[Link]

3. [Link]
[Link]

4. Glossary:[Link]
marketingsales/marketing-promotion/marketing-basics/seven-ps-
marketing

5. [Link]
marketing-promotion/marketing-basics/seven-ps-marketing

6. [Link]

7. [Link]

8. [Link]

9. [Link]
10. [Link]

For inquiries or feedback, please write or call:

Department of Education – Schools Division of Negros Oriental

Kagawasan, Avenue, Daro, Dumaguete City, Negros Oriental

Tel #: (035) 225 2376 / 541 1117

Email Address: [Link]@[Link]
Website: [Link]

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