ENTREPRENEURSHIP

Name of Learner:_ _ Grade Level: _

Section:_ _ Score:

LEARNING ACTIVITY SHEET

THE 7P’s OF A MARKETING MIX

Background Information for Learners

Services marketing are dominated by the 7P’s of marketing namely Product, Price,
Promotion, Place, Packaging, People, Positioning. The 7P framework is one of the
most popular framework for deciding a marketing strategy formulation to actual
implementation. The following form the marketing mix for services marketing, the first 4P’s
being the core and the next 3P’s being the extended marketing mix.

 Product is your core offering. This is “the thing” that will fulfill the needs of your
customer. Your product is faulty, everything else fails. The attributes of the product, vis-
a-vis the attributes offered by competing products and substitutes, are important in
estimating the competitive scenario for the marketing strategy formulation.

 Price has a lot of impact on the service buyer’s satisfaction level. Often, paying a higher
price makes a customer more satisfied. Price is often considered a proxy for quality and
vise-versa.

 Promotion is the explicit communication strategy adopted by an enterprise to elicit the

patronage, loyalty, and support not only from its customers but also from its other
significant stakeholders.

 Place often offers a different side of value (utility) to the customer. Closer to the
customer means higher probability of purchase. Place utility is important to evaluate, for
strategizing on the other 6P’s.

 Packaging does not only refer to wrapper or container of the product. It can mean the
bundle of products or services that are put together to attract and delight customers.

 People the ultimate marketing strategy

The Marketing Efforts of people are organized at four level:
1. To create customer awareness
2. To arouse customer interest
3. To educate customers as they evaluate their buying choices
4. To close the sale and deliver the products.
Closing the sale demands that the products are:
a. Available
b. Adequate
c. Acceptable
d. Affordable

 Positioning is a way the customers perceive the enterprise and its products or
services in their minds.

Learning Competency with code

Describe the Marketing (7Ps) in relation to the business opportunity vis-à-vis:
Product; Place: Price; Promotion; People; Packaging; and Positioning (Quarter 1, Week 7-9)
CS_EP11/12 ENTREP- 0h-j-10.

Activity 1. Identification

Direction: Identify what is being asked or described in each statement on the 7P’s of
marketing mix.

1. are crucial in service delivery. Intensive training for your

human resources on how to handle customers and how to deal with contingencies is crucial
for your success.
2. is a tangible good or the intangible service that the
enterprise offers to its customers in order to satisfy their needs and to produce their expected
results.
3. plays a role in the perception on the possible target
audience may have about your service. Many different promotional tools are often used like
internet advertisement.
4. _ is where your product or service is actually sold.
5. _ refers to the way your product or service appears from the
outside.
6. ___ _ it is how you are seen and thought about your customers is
the critical determinant of your success in a competitive marketplace.
7. has a lot of impact on the service buyer’s satisfaction level.

Activity 2. True or False

Directions: Write TRUE if the statement is correct, and FALSE if it is wrong.

1. People are the ultimate marketing strategy.

_2. Packaging is the way costumers perceive the enterprise and its
product of service in their minds.
_ 3. Positioning has an enterprise perspective, the enterprise scan the
market environment and decides to position itself with products that specially
address the needs of a chosen target market.
_ 4. Products are not identified with their brand name to
distinguish them from other product in the market.
_ 5. Place is where your product or service is actually sold.
_6. One of the marketing efforts of people is to create customer
awareness.
_ 7. Availability means that the customers can easily get the
product from their usual buying places.
_ 8. Accessible means that the enterprise has the goods or
services on hand.
_ 9. Adequate means the product meets the quality and delivery
specifications of the customer.
10. Affordability means the price and payment terms are right.

Activity 3. Sort it

Direction: Group and classify each given words below that corresponds to each P’s.

MARKETING MIX

Product Price Promotion Place People

Selling Price Appearance Warranty

Functionality Discounts Payment Arrangements
Sponsorships Advertising Public Relations
Activities
Distribution Channels Logistics Service Levels
Service Provided Attitudes Customer Service
Quality Message Price Matching
Services
Message Location Appearance
Packaging Credit Terms Media
Market Coverage Employee Potrayal
Activity 4. - Answer me…
Direction:
 Imagine you are in the management team for the launch of a Local Brand
Perfume here in the Philippines.
 Create an effective and integrated marketing mix for a Local Brand Perfume.

Product Price Place Promotion People Packaging Positioning

Suggestions e.g.- a e.g. target e.g. “This e.g. make an
local consume fragrance is a strategic
brand rs - celebration of marketing
perfume millenial femininity in tactics like
for women all its commercials
young ranging aspects. It on televisions.
women 23-39 gives every
years of women
age strength and
determinatio
n to fulfill
her dreams
and never
forget about
her real
personality”

Justification
Additional
factors to
consider

Activity 5.
Direction: ESSAY. Write your opinion or idea on the blanks provided.

Q1. What are the core benefits your product/service provides? Ans:
_
_
___

Q2. At what extent your customers are being influenced by promotions? Ans:
_
_
_

Q3.Which do you prefer to buy, a cheaper product/brand or an expensive one? Why?

Ans: Ans:
_
_
_
Rubric for Scoring
ESSAY RUBRIC

Name: _ Date:
Topic: _ Hour: _

4pts 3pts 2pts 1 pt

Quality of  Answer was  Piece was  Piece had  Piece had
writing written in an written in an little style no style
extraordinar interesting  Gives some  Gives no
y style style and new new
 Very  Somewhat information informatio
informative informative but poorly n and very
and well and well organized poorly
organized organized organized

Grammar  Virtually no  Few spelling  A number of  So many

, Usage & spelling, and spelling, spelling,
Mechanic grammatical punctuations punctuation punctuati
s errors errors, minor or on and
grammatical grammatical grammati
errors errors cal errors
that it
interferes
with
Total
Points: _

Reflection

1. I learned that

2. I enjoyed most on _

3. I want to learn more _ _ _