Republic of the Philippines

DEPARTMENT OF EDUCATION
Region VI – Western Visayas
DIVISION OF HIMAMAYLAN CITY
HIMAMAYLAN NATIONAL HIGH SCHOOL
Himamaylan City, Negros Occidental

Subject: Principles of Marketing Teacher: RUTH O. CONATE

Grade 12 Sections: ABM1, ABM2, & ABM3 Date:
Quarter: 3 Chapter 1 No of Sessions: 1
I. LEARNING The learners
COMPETENCIES 1. define and understand marketing ABM_PM11-Ia-b-1
Learning Objectives Knowledge Define marketing
Skill Describe marketing
Attitude Have an understanding of what marketing really is
II. CONTENT Marketing Principles and Strategies
Content Standards The learners demonstrate an understanding of the marketing principles, goals, and
traditional and contemporary approaches to marketing
Performance The learners shall be able to plot marketing goals and approaches for product or service
Standards
III. LEARNING Kotler, P. & Armstrong, G. Principles of Marketing. Prentice Hall, 15th ed., 2013.
RESOURCES https://open.lib.umn.edu/principlesmarketing/
IV. PROCEDURE Student’s Response
A. Pre-Activity 1) Prayer; Greetings; Classroom management; Checking of
attendance
Students Understand of Marketing
Ask: How do you define marketing? Yes.
Have you engaged in marketing? Online Marketing.
What can you possibly market? Reselling.
B. Activity Proper Write the word “Marketing” on the board. Instruct each students
to go to the board and write a word that they think is related to
marketing.

SERVICES

Customer
GOODS
Service

MARKETING

Divide the class into 10 and ask each group to define Marketing
using the words given by the class from previous activity.
Presentation
Today we will define and describe what Marketing really is.
C. Post-Activity

Lesson Proper:
Provide the definition of Marketing.
American Marketing Association: “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”
Merriam-Webster: the activities that are involved in making people
aware of a company's products, making sure that the
products are available to be bought, etc.
 Business Dictionary: Marketing is based on thinking about the
business in terms of customer needs and their satisfaction.
... In other words, marketing has less to do with getting
customers to pay for your product as it does developing a
demand for that product and fulfilling the customer's
needs.
Investopedia: Marketing refers to the activities of a company
associated with buying and selling a product or service. It
includes advertising, selling and delivering products to
people. People who work in companies' marketing
departments try to get the attention of target audiences
using slogans, packaging design, celebrity endorsements
and general media exposure.

1. Analysis
a. How did you find the activity?
b. What part of the activity did you find easy? What part of the
activity did you find difficult?
c. How did you go about resolving the activity?

2. Abstraction
a. What is marketing?
b. What is the purpose of Marketing
c. What encompasses Marketing?
d. How different Marketing is from Selling?

3. Application
What Marketing Is and Is Not
Many business owners think marketing is a bunch of things that it
isn't. Let's examine each of them:
Marketing is not advertising. Marketing is not an invitation to be clever.
Marketing is not direct mail. Marketing is not complicated.
Marketing is not telemarketing. Marketing is not a miracle worker
Marketing is not brochures. Marketing is not a website.
Marketing is not the phonebook. Choose one of the following statement and
Marketing is not show business. support your answer.
Marketing is not a stage for humor.
V. ASSESSMENT True or False: Students will
___1. Marketing is everything a company does to gain customers answer the
and maintain relationships with them. Questionnaire
___2. The goal of marketing is only to ensure company’s
profitability.
___3. Marketing is of vital importance to any business.
___4. Marketing is important because it helps you sell your
products or services.
___5. Creates loyalty and trust, with both your current customers
and prospects is one of the benefits of Marketing.

Answer briefly.
1. Define marketing.
2. Give you opinion on this quote by Andrew Davis “Content
builds relationships. Relationships are built on trust. Trust drives
revenue.”
VI. MASTERY ABM1 ABM2 ABM3
LEVEL A. Number of learners who earned 75% in the test
B. Number of learners who earned below 75% in the test
C. Number of learners who took the test
VII. INSTRUCTIONAL Proceed
DECISION
Reteach
Continue

VIII. ASSIGNMENT