Block 1 Introduction To Business Unit 6- Marketing.
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Transcript of Block 1 Introduction To Business Unit 6- Marketing.
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Block 1Introduction To Business
Unit 6- Marketing
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Goals for WednesdayDefine marketing vocabularyIdentify the various roles of the marketer
Demonstrate ability to create and analyze a target market.
Illustrate effective marketing communication.
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Do NowPlease recall a recent trip to the mall.
What advertising or sights, smells, sounds did you encounter.
Please explain…
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Marketing VocabularyMarketing- an organizational function for
communicating, creating, delivering value to customers and building relationships with customers.
Marketing Orientation- considers the needs of customers when developing a marketing mix.
Target Market- a specific group of consumers who have similar wants and needs.
Marketing Communication- messages and related media designed to communicate with a market.
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Marketing Vocabulary(cont.)Marketing mix- product, price, place and
promotion. A successful marketing mix satisfies the needs and wants of the target market.
** Packaging is considered a 5th P.Buying Motives- Reasons customers decide on buying products.
Rational- LogicalEmotional- gut instinct
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Target Market ActivityStudents will develop a target market using
the following 3 categories:AgeIncome LevelLife style
Students will create the 3 target markets in power point using smart art. Go to Insert- Smart Art- Relationships
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Communication ActivityPlease turn to page 238 and view the
picture on the bottom right for 30 seconds. Pretend you are walking down a walkway when viewing.
Discussion- What does the picture say to you?What is wrong with the communication?
Students- You will recreate the ad by simplifying in your own words.
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Exit TicketToday I learned…..What I found most valuable was…..
I was most surprised by….
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Goals for TodayReview and summarize buying motives and
the 4 p's of marketing.Illustrate buying motives and pricing
stategies.Determine which elements create effective
packaging and illustrate a unique package concept.
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Do NowStudents will brainstorm a list of
commercials with only emotional content.Students will do the same for logical
commercials.Compare/ contrast and put an entire list on
the front board.
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Marketing mix
4 P’s of Marketing
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ProductMust be either a brand name or other
brand (generic) or substitute goodBrand Name- has a lot of recognition and
value in the customer’s mind. Ex. TideSubstitute Good- example Sierra Mist and
SpriteGeneric- Osco medicine, Shop Rite Cola
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PriceDiscount- low pricing strategy. Ex. Wal-martPremium Pricing- Mercedes, Lexus etc. The price creates the value or aura
surrounding the product.Mark-up Cost- neither of the above strategy
is utilized. This marks up the cost to allow a reasonable profit. Ex. 20% markup
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PlaceLocation where products are sold
InternetStore (Bricks and Mortar)Flea MarketOther( House parties, vending etc.)
Methods of Distribution(Truck, Rail, Plane)
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PromotionAdvertisement
TV- Super Bowl etc.Radio- pick rush hourMagazineBillboardWord of Mouth
The goal is to create a trend. Can you think of a product that became a trend?
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PackagingFreshnessLabelIngredientsAdvertise- Colors, celebrity, cartoon
character, Win a prizeChange packaging so customers think it is
new. Example Pepsi cans, detergent powder, liquid, cubes, etc.
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ActivitiesStudents will re-create 2 advertisements
based on emotional rational advertising.
Students will re-create 2 advertisements on discount and premium pricing.
Students will design packaging for a product including a logo, a contest, and label
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Exit TicketStudents will complete a short survey
asking them questions about the number of stores and locations within 10 miles that they may frequently shop.
Students will relate this information back to the 4 p’s of marketing.
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Goals for FridayDefine channels of distributionCreate a direct and indirect channel
relating to common every day goods.Identify stores that sell goods both in store
and on lineIllustrate how on line stores link goods in a
way that creates increased product demand.
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Do Now(from yesterday)Students will re-create 2 advertisements based on emotional rational advertising.
Students will re-create 2 advertisements on discount and premium pricing.
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Do NowStudents will generate a list of large well
known stores that have a store site as well as an online site:
Contest- Students on left side of room A-LStudents on right side M-Z.
Contest winners get extra credit.
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VocabularyChannel of Distribution- The route a
product follows from producer to consumer.
Direct Channel- Product moves directly from producer to consumer.
Indirect Channel- a product goes through various distributors or middlemen before reaching the consumer.
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ActivitiesStudents will create a channel of
distribution for 2 different products.1 direct1 indirect
Students must show all steps and have arrows or another mechanism to show product movement.
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Activity 2Students will go online and define product
bundling.Students will log into Amazon.comStudents will search for any household
product over $20.00.Students then must show linking to the
product and:1. Explain why bundling the purchase is
beneficial to them and the store.
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Activity 2 continued2. Students will add the individual prices of
the selected products and get a total.3. Students will calculate cost savings of
the bundle.4. Students will explain from their own
perspective how the advertising assists them in identifying and locating new or related products.
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Exit TicketStudents will answer:1. What did I learn today?2. The most significant information was..
3. I think what comes next is…
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VocabularyFacts- information which accurately reflects product or company history.
Features- attributes of the product which differentiate it from others.
Benefits- what will this product do for you?
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VocabularyPre- qualify customer- ask questions to get
to know customer.
Closing the sale- Which one?, How many?, On ascale of 1 to 10?, Gift wrapped?
Reduce discomfort- Great buy, My family owns this etc.
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Complete handout