Lesson 4 - Marketing and Mix - Entrep.pptx

LESSON 4
ENTREPRENEURSHIP
Prepared by:

WHAT ARE THE
PARTS OF
BUSINESS PLAN?

Parts of the Business Plan
Product/Service Plan
Market Plan
Financial Plan
Executive Summary
Management and Organization
Parts of a Business Plan

Let’s play a game before we move on to the next
lesson. The title of the game is “Category P”. You will
just write words that are related to the category,
starting with the given letter.
Our category is business marketing, we will use only
the letter P in listing words. Write as many words as
you can in your Entrepreneurship Cattleya Notebook.
You have 2 minutes to perform the task.
As we continue our new lessons, we will confirm if you
were able to write the correct words in the 7Ps or void
them if not.
Instruction:

recognize the importance of marketing mix in the
development of marketing strategy
Learning Comptencies
describe the Marketing Mix (7Ps) in relation to
business opportunity vis-à-vis:

The marketing mix will help you in
knowing what strategies are suitable
for your chosen business. It is the first
step to be done even before you create
a business or marketing plan because
your marketing mix has an impact on
your positioning, market targeting and
segmentation. All the Ps included in the
marketing mix are connected with one
another.
Introduction

The marketing mix is a significant
instrument in planning and
executing the right marketing
scheme through operative
strategies (Hill, 2016).
Marketing Mix

WHAT ARE THE
7 PS OF THE
MARKETING
MIX?

The
7 Ps
of
Marketing
Mix
Place
Price
Promotion
People
Packaging
Positioning
Product

A product, according to Martin
(2014), is something that gives
satisfaction to consumer; be it a
need or want. It also refers to the
goods and services offered by
business enterprise to its target
customers.
Product

WHAT ARE THE
CLASSIFICATION
OF A PRODUCT?

Tangible Products
A physical item that a business
enterprise offers.
Two types are durables and non-
durables.
• Durables have long intervals
between purchases such as
appliances and furniture.
2. Non-durables have a
more substantial repeat
purchases, such as food,
soap, and other
consumables.
Intangible Products
Services are intangible
things provided by
entrepreneurs to satisfy
the customer such as
medical services and
transportation.

Classify the following items as
durables, non-durables, and
services. Write your answers on
your Entrepreneurship Cattleya
Notebook.
Instruction:

1. Paper
2. Washing Machine
3. Medical Check-up
4. Massage
5. Package delivery
6. Shoes
7. Pants
8. Cellphone
9. Cellphone repair
10.Sugar

1. Paper - Non-durable
2. Washing Machine - durable
3. Medical Check-up - services
4. Massage - services
5. Package delivery - services
6. Shoes - durable
7. Pants - durable
8. Cellphone - durable
9. Cellphone repair - services
10.Sugar - non-durable

Place refers to distribution or the
methods you use for your products or
services to be easily accessible to the
target customers. Also called
placement or distribution, this is the
process and methods used to bring
the product or service to the
consumer (Luenendonk, 2020).
Place

WHAT ARE THE
TWO TYPES OF
DISTRIBUTION
CHANNELS?

Direct Distribution
The type of
distribution where
there is direct sale
between the
manufacturer and
the consumer
Indirect Distribution
The type of
distribution
wherein
manufacturer
utilizes a
wholesaler or
retailer to sell
his/her products.

Classify the following items as to
direct or indirect distribution or
placement. Write your answers on
your Entrepreneurship Cattleya
Notebook.
Instruction:

1. Milk tea
2. Television
3. Burger
4. Massage
5. Grocery
6. Ready-to-wear clothes
7. Car
8. Laptop
9. Food from eatery
10. Construction materials
from hardware

1. Milk tea - direct
2. Television - in-direct
3. Burger - direct
4. Massage - direct
5. Grocery - in-direct
6. Ready-to-wear clothes - in-direct
7. Car - in-direct
8. Laptop - in-direct
9. Food from eatery - direct
10. Construction materials from
hardware - in direct

In the next slide is a list of
products and their original price.
Try to mark the price up to earn
some profit and let’s see how
much you will possibly earn
Instruction:

PRODUCT ORIGINAL PRICE MARKED UP PRICE REASON FOR MARKED UP PRICE
Trendy Denim Jeans 350.00
Imported Cotton
Top
100.00
Nike Running Shoes 3,500.00
Metal Hair Clip 75
Android Cell phone 4,999.00

Price is the monetary value a
customer pays in exchange for a
merchandise or service.
Price

Cost Plus is taking the
production expenses
(including labor, materials,
and other resources) and
adding up a certain profit
percentage, and then the
sum will be the product’s
price.
Price Strategy
Cost Plus

Instead of using the production
cost as a basis, an entrepreneur
can consider the customer’s
perception of the product’s
value. The perception of the
purchaser is dependent on the
product’s quality, brand
standing, and benefits, aside
from the cost factors.
Price Strategy
Value-Based

You can conduct a survey of the
pricing applied by your
competitors on a similar
product that you are trying to
sell and then decide whether to
price your product cheaper, the
same, or higher. You should also
monitor their prices and be able
to respond to variations.
Price Strategy
Competitive

Analyze the situations below and
identify the pricing scheme used.
• Cost Plus
• Value-Based
• Competitive
Instruction:

1. The seller added a 20% markup to the capital price.
2. The retailer sold the product based on its class.
3. The retailer sees that the quality of the product is
good so he/ she sells it at a higher price.
4. The merchandiser sold the dress at its usual price in
the market.
5. The merchandiser traded the dress 20 pesos lower
than its price in the market.

1. The seller added a 20% markup to the capital price. - Cost
Plus
2. The retailer sold the product based on its class. - Value-
Based
3. The retailer sees that the quality of the product is good so
he/ she sells it at a higher price. - Value-Based
4. The merchandiser sold the dress at its usual price in the
market. - Competitive
5. The merchandiser traded the dress 20 pesos lower than
its price in the market. - Competitive

1. How do you feel when you see promos as
shown in the pictures below?
2. How do you usually respond to these kinds of
advertisements as a customer?
3. Do you think they are effective in convincing
customers to buy your products or services?

Answer the following question
and write your answers in your
Entrepreneurship Cattleya
Notebook. We will know how they
help in selling your product.
Instruction:

The strategies you use to endorse
your product or service in the market
are called promotions. Through it, you
let potential customers know what
you are selling.
Promotion

WHAT ARE THE
COMMON MARKETING
COMMUNICATION
METHODS IN
PROMOTING?

is a series of related, well-timed,
carefully placed television ads
coupled with print advertising in
selected magazines and
newspapers. An effective advertising
contains a clear message that is
directed to a certain audience and is
done through suitable channels.
Common Marketing Communication
Methods in Promoting
Advertising

refers to direct-to-consumer
mail pieces sent to target
segments in selected
geographic areas, reinforcing
the messages from the ads.
Direct marketing

uses in-person interaction to sell
products and services. This is
done by the company’s sales
personnel who are personally
interacting with the customers.
Personal selling

are marketing communication tools for
stimulating revenue or providing
incentives or extra value to
distributors, sales staff, or customers
over a short time period. Sales
promotion activities include special
offers, displays, demonstrations, and
other nonrecurring selling efforts that
are not part of the ordinary routine.
Sales promotions

is an umbrella term for using digital
tools to promote and market products,
services, organizations, and brands.
People are now more dependent on
digital communications. There are
several essential tools in the digital
marketing tool kit: email, mobile
marketing, websites, and social media
marketing.
Digital marketing

is the process of maintaining a
favorable image and building
beneficial relationships between
an organization and the public
communities, groups, and
people it serves. PR is often
referred to as “free advertising”.
Public relations

Read each statement below and
write True if the statement is
correct and False if not. Write your
answers in your Entrepreneurship
Cattleya Notebook.
Instruction:

1. Advertising should contain a clear message that is directed to
a certain audience and is done through suitable channels.
2. Digital Marketing is referred to as free advertising.
3. Personal Selling activities include special offers, displays,
demonstrations, and other nonrecurring selling efforts that are
not part of the ordinary routine.
4. Direct marketing refers to direct-to-consumer mail pieces
sent to target segments.
5. An entrepreneur needs to know what the product is, how to
use it, and why they should buy it.

1. Advertising should contain a clear message that is directed to
a certain audience and is done through suitable channels. - True
2. Digital Marketing is referred to as free advertising. - False
3. Personal Selling activities include special offers, displays,
demonstrations, and other nonrecurring selling efforts that are
not part of the ordinary routine. - False
4. Direct marketing refers to direct-to-consumer mail pieces sent
to target segments. - True
5. An entrepreneur needs to know what the product is, how to
use it, and why they should buy it. - True

Given the illustration below, who do you think is the most
important among the people in and out of a business
enterprise? Explain your answer.

Everyone who is involved in the product or
service whether directly or indirectly is referred
to as people (www.marketingmix. co.uk).
According to Chand (2019), people are the
human actors who play a part in the production
of goods and service delivery and thus
influence the buyer’s perceptions: namely, the
firm’s personnel, the customer, and other
customers in the environment.
People

• People are the most important element
of any product, service, or experience.
• Only sales representatives get in touch
with the customers, not everyone.
• What you need to understand is that
people are the backbone of the company
(Acutt, 2020)
People

• and that is why you have to make sure that
you only have the right ones at hand.
• The word right in this context implies that the
qualifications and skills of the person to
occupy the position must match the
specifications and requirements of the job.
• Finding the right person may also entail cost
to the business because the higher the
standards are, the higher the salary level will
be
People

1. Production workers are the human actors who play a
part in the production of goods and service delivery.
2. People buy from people who they like.
3. Without people, all other Ps in the Marketing Mix will not
complete a successful marketing formula.
4. Managers influence the buyer’s perceptions: namely, the
firm’s personnel, the customer, and other customers in the
environment.
5. The attitude, skills, and appearance of all staff need to
be first class.

1. Production workers are the human actors who play a
part in the production of goods and service delivery. - True
2. People buy from people who they like. True
3. Without people, all other Ps in the Marketing Mix will not
complete a successful marketing formula. True
4. Managers influence the buyer’s perceptions: namely, the
firm’s personnel, the customer, and other customers in the
environment. True
5. The attitude, skills, and appearance of all staff need to
be first class. False

4 pics 1 word: Try guessing the topic for
today based on the pictures shown
below.

4 pics 1 word: Try guessing the lesson
for today based on the pictures shown
below.
P A C K A G I N G
Very good!
Our today’s
lesson is about
___________!

Packaging is also referred to as “silent
salesman” by the marketing people
because they believe that it helps in
accumulating bigger sales and
returns (Burks, 2020
Packaging

WHAT ARE THE
ELEMENTS OF
PACKAGING?

The customer should know if
a product is food, non-food,
chemical or etc. It is not
good to confuse them with
your packaging.
Elements of Packaging
Category or product type

This will help you make your
product known to many. The
name of the product is what
the customer usually
remembers.
Brand

The packaging should show
what the product does.
Functional benefit(s)

The packaging should
display the possible options
for the particular product.
Variant

The packaging should also
present why the consumer
should find the claimed
functional benefit credible.
Reason(s)-to-believe

The packaging should also
exhibit how the functional
benefit fulfills a higher need.
Emotional end-promise or
benefit

The reason why consumers
should buy the product
must also be present in the
packaging.
Call-to-action

The information such as
stated must be shown for
the consumers to know.
Size, weight, content
details, etc

Write FACT if the statement is
correct and BLUFF if false. Write
your answers in your
Entrepreneurship Cattleya
Notebook.
Instruction:

1. Packaging is the silent salesman of every enterprise.
2. It is okay to confuse our customers with our packaging.
3. The packaging is the diamond star of the marketing mix.
4. Packaging maintains the freshness and quality of your
product.
5. The packaging should not present why the consumer
should buy the product because it is resource-consuming.

1. Packaging is the silent salesman of every enterprise. -
FACT
2. It is okay to confuse our customers with our packaging. -
BLUFF
3. The packaging is the diamond star of the marketing mix.
- BLUFF
4. Packaging maintains the freshness and quality of your
product. FACT
5. The packaging should not present why the consumer
should buy the product because it is resource-consuming.
BLUFF

16 15 19 9 20 9 15 14 9 14 7
Guess our lesson for today by unlocking
the word below. Use the corresponding
number of each letter in the alphabet; A
is 1, B is 2 and so on and so forth.

P O S I T I O N I N G
16 15 19 9 20 9 15 14 9 14 7
Guess our lesson for today by unlocking
the word below. Use the corresponding
number of each letter in the alphabet; A
is 1, B is 2 and so on and so forth.
Very good! Our today’s lesson is about _______!

Positioning is a market concept that
outlines what a business should do to
market its product or service to its
customers.
In positioning, the marketing
department creates an image for the
product based on its intended
audience
Positioning

is used to know how people perceive
a certain brand. The map allows you
to identify how competitors are
positioned to identify the
opportunities in the marketplace.
Perceptual map

Write True if the statement is
correct and False if not. Write your
answers in your Entrepreneurship
Cattleya Notebook.
Instruction:

1. Positioning is where you put your product on the
market.
2. Positioning refers to the customer’s perception of your
product.
3. You can position your product based on its competitors.
4. The entrepreneur must always define the product based
on the viewpoint of the customers.
5. In positioning, the production department creates an
image for the product based on its intended audience.

1. Positioning is where you put your product on the
market. - False
2. Positioning refers to the customer’s perception of your
product. True
3. You can position your product based on its competitors.
False
4. The entrepreneur must always define the product based
on the viewpoint of the customers. True
5. In positioning, the production department creates an
image for the product based on its intended audience.
False

Lesson 4 - Marketing and Mix - Entrep.pptx

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