Bixby Public Schools Course Marketing Fundamentals Grade: 9-12
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- Lester Blankenship
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1 Weeks 1 6 Chapter 1 Marketing is All Around Us defines marketing, explains the benefits, & provides an overview of careers in marketing Chapter 2 The Marketing Plan lays the foundation for marketing principles & practices, focusing on the marketing concept, 4 Ps of the marketing mix, target marketing, & market segmentation Chapter 10 Interpersonal Skills familiarizes students with teamwork & interpersonal skills 1. Define marketing. 2. List the 7 marketing core functions. 3. Understand the marketing concept. 4. Analyze the benefits of marketing. 5. Apply the concept of utility. 6. Describe the concept of market. 7. Differentiate consumer & industrial markets. 8. Describe market share. 9. Define target market. 10. List the 4 components of the marketing mix. 11. Conduct a SWOT analysis. 12. List the 3 key areas of an internal company analysis. 13. Identify the factors in an environmental scan. 14. Explain the basic elements of a marketing plan. 15. Explain the concept of market segmentation. 16. Analyze a target market. 17. Differentiate between mass marketing & market segmentation. 18. Recognize the personal traits necessary for ethical action in the workplace. 19. Identify important interpersonal skills. 20. Perform effectively in diverse environments. 21. Manage conflict by using appropriate negotiation skills. 22. Discuss how to receive & handle customer complaints. 23. Identify skills needed to be a good team member & provide leadership. 24. Name 6 aspects of successful teamwork. Create, conduct, impact, benefit, similar, element, factor, technology, range, attitude, perceive, demonstrate, achieve, conflict Teacher observation, group & individual projects, chapter tests, reinforcement
2 Weeks 7 12 Chapter 8 Communication basic communication skills for business & daily life Chapter 38 Finding & Applying for a Job resume, application, & interviewing Chapter 12 Preparing for the Sale introduces the concept of feature-benefit selling & importance of customer knowledge & prospecting Chapter 13 Initiating the Sale introduces the steps of the sale, concentrating on approaching customers & determining needs Chapter 14 Presenting the Product teaches the principles & practices of presenting the product & handling customers objections 1. Define effective verbal & nonverbal communication. 2. Explain the role of listening in communication. 3. Explain why awareness of cultural differences is important. 4. Define reading for meaning. 5. Explain how to organize & present your ideas. 6. Demonstrate professional telephone communication skills. 7. Explain how to write effective business letters & persuasive messages. 8. Identify a variety of sources for job leads. 9. Describe the best ways to develop job leads. 10. Name the legal document necessary to begin working. 11. Write a letter of application & complete an application form. 12. Write a resume & a cover letter. 13. Prepare for an interview. 14. Define selling & different types of selling situations. 15. Explain the purpose & goals of selling. 16. Define consultative selling. 17. Differentiate between rational & emotional buying motives. 18. List 3 levels of customer decision making. 19. Name sources of product information. 20. Explain the main focus of preparation in business-to-business selling & in retail selling. 21. List the 7 steps of a sale. 22. Explain the importance & purposes of the approach in the sales process. 23. Demonstrate how business-to-business sales reps conduct the initial approach. 24. Name 3 methods for making the initial approach in retail selling. 25. Explain why determining needs is an essential step in sales process. 26. List 3 methods for determining needs. 27. Describe the goal of product presentation. 28. List 4 techniques that create a lively & effective product presentation. 29. Distinguish objections from excuses. 30. Explain the 5 buying decisions on which common objections are based. 31. Demonstrate the general 4 step method for handling customer objections. 32. List 7 specific methods of handling objections & note when each should be used. Process, respond, enhance, sequence, contact, pursue, convince, transmit, goal, environment, legal, income, establish, item, alternative, seek, parameter, feature, debate, compensate Teacher observation, group & individual projects, chapter tests, reinforcement
3 Weeks Chapter 15 - Closing the Sale includes closing the sale, suggestion selling, & the concept of relationship marketing Chapter 16 Using Math in Sales reviews the mathematics involved in retail & business-to-business selling Chapter 17 Promotional Concepts & Strategies describes the concept of promotion & how promotional strategies are coordinated for the appropriate promotional mix 1. Identify customer buying signals. 2. List a few rules for closing a sale. 3. Select appropriate specialized methods for closing a sale. 4. Explain the importance of suggestion selling. 5. List the rules for effective suggestion selling. 6. Demonstrate appropriate specialized suggestion selling methods. 7. Discuss strategies for maintaining & building a clientele. 8. Explain the importance of customer service & follow-up. 9. Explain the concept of customer relationship management. 10. List all types of retail sales transactions. 11. Process purchases, returns, & exchanges. 12. Generate & process sales documentation. 13. Calculate sales tax, discounts, & shipping charges. 14. Name the functions of cash registers & point-of-sale (POS) terminals. 15. Explain the uses for Universal Product Codes (UPCs). 16. Make change. 17. Prepare purchase orders & invoices. 18. Explain delivery terms. 19. Explain the role of promotion in business & marketing. 20. Identify types of promotion. 21. Distinguish between public relations & publicity. 22. Write a news release. 23. Describe the concept of promotional mix. 24. Explain the use of promotional tie-ins, trade sales promotions, & loyalty marketing programs. Commit, acquire, appreciate, volume, transfer, area, automate, concentrate, overseas, tradition, via, target, distribute, register
4 Weeks Chapter 18 Visual Merchandising & Display provides an overview of visual merchandising & display concepts Chapter 19 Advertising explains the different types of advertising media & teaches students how to calculate media costs Chapter 20 Print Advertisements explains how advertising campaigns are developed & discusses the role of advertising agencies as well as the elements of print advertisements & techniques for developing effective layouts 1. Explain the concept & purpose of visual merchandising. 2. Identify the elements of visual merchandising. 3. Describe types of display arrangements. 4. Understand the role of visual merchandisers on the marketing team. 5. List the 5 steps in creating a display. 6. Explain how artistic elements function in display design. 7. Describe the importance of display maintenance. 8. Explain the concept & purpose of advertising in the promotional mix. 9. Identify the different types of advertising media. 10. Discuss the planning & selection of media. 11. Identify media measurement techniques. 12. Explain techniques used to evaluate media. 13. Summarize how media costs are determined. 14. Explain promotional budget methods. 15. Discuss how advertising campaigns are developed. 16. Explain the role of an advertising agency. 17. Identify the main components of print advertisements. 18. Explain the principles of preparing an ad layout. 19. List advantages & disadvantages of using color in advertising. 20. Describe how typefaces & sizes add variety & emphasis to print ads. Concept, project, equip, principle, region, network, crucial, objective, expert, statistic, technique, emphasis
5 Weeks Chapter 5 The Free Enterprise System takes the student into the global marketplace with a discussion of international trade principles & practices Chapter 6 Legal & Ethical Issues spells out the 3 major functions of business, then presents the types of businesses & the social responsibilities of business to society, with regard to the environment, consumers & ethics 1. Explain the characteristics of a free enterprise system. 2. Distinguish between price & nonprice competition. 3. Explain the theory of supply & demand. 4. Compare for-profit & nonprofit organizations. 5. Distinguish between the public & private sectors. 6. List the types of businesses in the industrial market. 7. Explain the role of government in a free enterprise system. 8. Identify federal regulatory agencies & laws that protect consumers, workers, investors, & the environment. 9. Provide examples of the impact of government on business. 10. Explain the concept of business ethics. 11. Apply guidelines for ethical behavior. Purchase, interact, trend, generate, structure, administration, role, policy
6 Weeks Chapter 3 Political & Economic Analysis deals with the free enterprise system, characterized by private ownership, competition, profit & risk Chapter 4 Global Analysis compares the free enterprise system with other economic systems & the various political systems that go with them 1. Define the concept of an economy. 2. List the factors of production. 3. Explain the concept of scarcity. 4. Discuss how traditional, market, command, & mixed economies answer the 3 basic economic questions. 5. Cite examples of various economic systems. 6. List the goals of a healthy economy. 7. Explain how an economy is measured. 8. Analyze the key phrases of the business cycle. 9. Explain the interdependence of nations. 10. Describe international trade. 11. Discuss the balance of trade. 12. List 3 trade barriers. 13. List 3 significant trade agreements & alliances. 14. List forms of international trade. 15. Identify political, economic, socio-cultural, & technological factors that affect international business. 16. Suggest global marketing strategies. Approach, theory, invest, method, potential, infrastructure, corporate, focus
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