Cover At head of title: K to 12 Curriculum Compliant --Cover

"This textbook is divided into six chapters. Chapter 1 discusses marketing concepts, principles, and philosophies, while Chapter 2 tackles customer expectations and customer relationships. Chapter 3 covers the marketing environment, trends, and opportunities, and how marketing information can assist marketers in understanding consumer behavior as basis for segmenting, targeting, and positioning (STP) the market. Chapter 4 applies the concept of STP into action using the different marketing variables or elements such as product, price, distribution, and promotion. Chapter 5 assembles the concept, trends, and opportunities into a study or plan to achieve the company's objectives. Here, the students are provided with skills to conduct a market study and develop a marketing plan. Finally, chapter 6 provides guidelines and helpful suggestions in making and presenting the marketing plan.

Every lesson features learning activities and each chapter ends with a test. Samples of a market study and a marketing plan are provided to guide the students in developing their own market study or marketing plan.

This textbook covers the practical aspects of marketing that every Senior High School student needs to know. It is intended as an introductory yet comprehensive marketing textbook not only for Senior High students, but also for people without business backgrounds who want to understand and apply marketing." --The Authors

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