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Principles SENIOR
HIGH
of SCHOOL

Marketing
Product, Services Module

and Experiences 5
Quarter 2
Principles of Marketing
Quarter 2 – Self Learning Module 5: Product, Services and Experiences
First Edition, 2020

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Published by the Department of Education Division of Pasig City

Development Team of the Self-Learning Module
Write Xylee Marling-Ignacio
r: Edna D. Camarao, PhD
Editor
:
Reviewers:
Content/Language: Edna D. Camarao, PhD

Layout Artist: Clifchard D. Valente

Management Ma. Evalou Concepcion A.
Team: Agustin OIC-Schools Division
Superintendent Carolina T.
Rivera, CESE
OIC-Assistant Schools Division Superintendent
Victor M. Javeña EdD
Chief, School Governance and Operations Division and
OIC-Chief, Curriculum Implementation Division

Education Program Supervisors

Librada L. Agon EdD (EPP/TLE/TVL/TVE)

Liza A. Alvarez (Science/STEM/SSP)
Bernard R. Balitao (AP/HUMSS)
Joselito E. Calios (English/SPFL/GAS)
Norlyn D. Conde EdD (MAPEH/SPA/SPS/HOPE/A&D/Sports)
Wilma Q. Del Rosario (LRMS/ADM)
Ma. Teresita E. Herrera EdD (Filipino/GAS/Piling
Larang) Perlita M. Ignacio PhD (EsP)
Dulce O. Santos PhD (Kindergarten/MTB-
MLE) Teresita P. Tagulao EdD
(Mathematics/ABM

Printed in the Philippines by Department of Education – Schools Division of

Pasig City
Principles SENIOR

of
HIGH
SCHOOL

Marketing
Module

5
Quarter 2

Developing Marketing Mix:

Product, Services and
Experiences
Introductory Message

For the facilitator:

Welcome to the Senior High School – Principles of Marketing Self

Learning Module on Product, Services and Experiences!

This module was collaboratively designed, developed, and reviewed

by educators from Schools Division Office of Pasig City headed by its Officer-In-
Charge Schools Division Superintendent, Ma. Evalou Concepcion A. Agustin in
partnership with the Local Government of Pasig through its mayor, Honorable
Victor Ma. Regis N. Sotto. The writers utilized the standards set by the K to 12
Curriculum using the Most Essential Learning Competencies (MELC) while
overcoming their personal, social, and economic constraints in schooling.

This learning material hopes to engage the learners in guided and

independent learning activities at their own pace and time. Further, this also
aims to help learners acquire the needed 21’st century skills especially the 5 Cs
namely: Communication, Collaboration, Creativity, Critical Thinking, and
Character 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:

Notes to the Teacher

This contains helpful tips or strategies
that will help you in guiding the learners.

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. Moreover, you are expected to encourage
and assist the learners as they do the tasks included in the module.
For the learner:

Welcome to the Senior High School – Principles of Marketing Self

Learning Module on Product, Services and Experiences!

The hand is one of the most symbolized parts of the human body. It is
often used to depict skill, action, and purpose. Through our hands, we may learn,
create, and accomplish. Hence, the hand in this learning resource signifies that
you as a learner is capable and empowered to successfully achieve the relevant
competencies and skills at your own pace and time. Your academic success lies in
your own hands!

This module was 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 material
while being an active learner.

This module has the following parts and corresponding icons:

Expectation - These are what you will be able to know

after completing the lessons in the module

Pre-test - This will measure your prior knowledge and

the concepts to be mastered throughout the lesson.

Recap - This section will measure what learnings and

skills that you understand from the previous lesson.

Lesson- This section will discuss the topic of this module.

Activities - This is a set of activities you will perform.

Wrap Up- This section summarizes the concepts

and applications of the lessons.
Valuing-this part will check the integration of values in
the learning competency.

Post-test - This will measure how much you have learned

from the entire module.
 EXPECTATION

After going through this module, you are expected to define a product and
differentiates the product, services, and experiences.

PRETEST

Directions: TRUE OR FALSE

Read the following statements carefully. Write TRUE if the statement is correct and
FALSE if it is wrong.

_________1. Product is only a physical, tangible offering, capable of being delivered to

a customer

_________2. The total product concept broadly describes a product as a bundle of

attributes, creating value for the customer.

_________3. A product is anything that could be offered to the customer that might
satisfy a desire or a need.

_________4. The product can be labeled as tangible or intangible.

_________5. Product experience reflects the overall consumer experience that occurs
within the product itself.
 RECAP

Let’s have a quick review:

➢ Differentiation is a marketing strategy companies use to make their

product unique to stand out from competitors.
➢ Positioning refers to acquiring space in the mind of the customer.
➢ There are six approaches to positioning that the owner of a
small enterprise must recognize.
a) Positioning by Attribute
b) Positioning by price/quality.
c) Positioning by use or
application. d) Positioning by
product user.
e) Positioning by product class.
f) Positioning concerning a competitor.

LESSON

Lesson Overview

Sometimes when we hear the word marketing, we think about promotion or

maybe just advertisement, but the product is at the heart of the marketing mix. The
commodity determines what is to be priced, marketed, and distributed. If you can
develop and produce a product that gives your target consumer outstanding
value, the rest of the marketing mix is easier to handle. Good products make any
part of a marketer's job easier and more enjoyable.
Activity No.1

Directions: Take a look at the picture and answer the following question?

1. Can you identify the picture? What can you say about it?

______________________________________________________________________________

______________________________________________________________________________

2. Do you know where to get these products??

______________________________________________________________________________
______________________________________________________________________________

3. What are the similarities of each picture?

______________________________________________________________________________
______________________________________________________________________________

Yes, you are right! These are some of the pandemic-inspired products and
services. A lot of products during COVID-19 will last far after the
pandemic subsides, including e-commerce, technology investments and even
working from home. Many products and services have been upended by
the coronavirus pandemic. Business owners and entrepreneurs across our
country are operating
 from home instead of an office. The sanitation standards have steadily changed
in most industries and many other factors are changing the industry structure.

A "new normal" has been established for companies of all sizes in almost all
sectors, with improvements expected to continue long after COVID-19. The
pictures above are some of the goods and services that are expected to survive
longer than the coronavirus pandemic.

 Cashless and contactless

commerce  Delivery
 E-Commerce
 Food

With the right goods and services, the business will still prosper amidst the
pandemic. So, let’s learn about what is a product,

What is Product?

A product is a set of attributes like features, functions, benefits, and uses that
a customer takes through an exchange. In general, the word "product" refers to
something sold by a business to please the consumer, whether tangible or intangible.
Therefore, the product may be an idea (e.g. recycling), a tangible good (e.g. a pair of
sneakers), a service (e.g. banking), or even some combination of all three.

In general, the product is also defined as "things produced by labor or effort"

or "outcome of an action or process." The word product is derived from the verb
produce, "the Latin word prōdūce(re)" (to) lead or bring forth. It refers to anything
that has been produced.

When it comes to marketing, a product is anything that could be offered

to the customer that might satisfy a desire or a need. In the retail sector,
products are called goods. Products are bought as raw materials in
manufacturing and sold as finished goods. Commodities are usually raw
materials such as metals and agricultural goods, but the word can also
pertain to everything widely available on the market place.
Product Classification: Tangible or Intangible

The product can be labeled as tangible or intangible. A tangible product

is a physical thing that can be sensed by touching a house, a car, or a device.
Most of the products are tangible things. A laptop, for example, is a physical
object.

An intangible product is a commodity that can only be viewed indirectly as

such health insurance. Intangible data items may also be categorized as virtual
digital goods, which are digitally stored on a device operating system and available
to users as standard file forms, such as JPG and MP3 files. An example of that
is the music you can download from Spotify and iTunes

Goods, Services, Ideas

Goods are a tangible commodity that can be shipped to the consumer

and require a transfer of ownership from the seller to the buyer.

The service is a non-material activity resulting in an observable change

of condition for the buyer created by the seller.

Ideas (intellectual property) are any intellectual invention that has

a commercial value but is offered or exchanged only as a concept, and not
as a subsequent service or good. This includes proprietary material, such as
literary or artistic works, and intellectual property, such as patents,
appellations of origin, business practices, and manufacturing processes.
Experience

Product experience is user experience. It reflects on the overall consumer

experience that occurs within the product itself. From the first time, a customer
bought or avail the product up to the after-sale. Anything that happens to the
product leads to the product experience.

So simply, it is the process of doing and seeing things or having things happen
to you with the product.

Why is Experience Important?

Insightful product experience is more relevant than ever. Terrible product

experience can scare consumers away or make them hate having to use a product to
complete a task. In the meantime, positive product experience increases use,
creates loyalty, and boosts ratings.

The Difference Between a Product, a Service, And an Experience

For example, you buy milk (product) fresh from the farm. Then the milk
delivers to your house by the milkman (service). The Milkman drives a small
truck, shaped like a cow and the children love that is (experience).

Credit to: UDairy Creamery Ice Cream Truck