Lesson Plan Template

Transcription

1 Lesson Plan Template Instructor: R. Hufford Date: 6/24/2013 Course Title: Marketing 1 Specific Topic: Marketing Fundamentals vocabulary building Reading Assignment: Chapter 2 in Marketing Essentials or listening to Powerpoint presentation Performance Objectives: After completion of the lesson, students will be able to: 1. Identify vocabulary words 2. Identify elements of the marketing mix 3. Use technical words in a sentence 4. Understand the meaning of the vocabulary words CTE BAZ10.01 Use effective communication skills for all modes of business. Standards: CTE & CCSS CCS RST.4 Determine the meaning of symbols, key terms, and other domain specific words and phrases as they are used in a specific scientific or technical context relevant to grades texts and topics L.5 Demonstrate understanding of figurative language, word relationships, and nuances in word meanings. Assessment: Materials: Procedure: Written sentences using vocabulary words Marketing Essentials text and Marketing Fundamentals PowerPoint presentation (particularly slide 2) Pre/Post learning Concept Checks template Literacy Strategy used: Pre /Post Learning Concept Checks Sentence creation Entire Class: 1. Introduction and Method of activating prior knowledge 2. Inform students they are now going to began learning about MARKETING (finally) 3. Bring up Marketing Fundamentals PP (slide 2) 4. Pass out Pre/Post learning Concept Checks template 5. Instruct students to copy vocabulary words in proper area and check pre

2 learning check box 6. Have students listen to PP presentation or read text Chapter two, noting the meaning of vocabulary words Method of setting purpose These are terms that are used by Marketing professionals. Individual: 1. Instruct students to copy vocabulary words in proper area and check prelearning check box 2. Have students listen to PP presentation or read text Chapter two, noting the meaning of vocabulary words 3. Have students check post learning check box and then write a sentence for each vocabulary word. Entire Class: Students to share their sentences Application of Material: We have begun learning about marketing and what key terms are used by people in the industry. Extension Questions: Extra time if needed Accommodations needed:

3 Pre/Post learning Concept Checks Template Before the reading Review the following terms and rate yourself based on your knowledge of the term. You will use one of the three symbols to rate yourself a plus (+), a check ( ), and a zero (O) in the space to the left of the word. Before (+)( )(O) Key Terms After (+)( )(O) Marketing Market Market place Mass Market Target Market Geographics Demographics Psychographics Lifestyle Market Share Industrial Market(s) Utility Marketing Mix After the reading Rerate yourself.

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6 Marketing Market Market place Mass Market Target Market Geographics Demographics Psychographics Lifestyle Market Share Industrial Market(s) Utility Derived Demand Marketing Mix

7 The process of Planning Promoting Selling Distributing Goods and services In order to create exchanges That satisfy customers Needs wants It is a process Ongoing Changes You need to keep up with Trends Consumer attitudes So your products/ideas/services Reflect current Trends additudes

8 Goods Tangible items Have monetary value Satisfy needs and wants Services Intangible items (You can t touch them) Have monetary value Satisfy needs and wants Examples: Banks Movie theaters Accounting offices Hair dressers

9 Commercial environment where trades happen Shops Internet stores Financial institutions Catalogs Doctor offices Etc.,

10 Market planning Understanding concepts/strategies Develop Target Strategies to Specific audience (market) Requires knowledge of Determining information needs Designing data collection processes Collection of data (conducting) Data analysis Data presentation Using data to create marketing plan

11 Selling Providing customers with what they want Includes Retail market (to you) Business to business market Activities /techniques include Determining client needs/wants Responding through Planned and personalized communication Influences purchasing decisions Enhances future business opportunities Channel management Process of how to get good into customers hands Physically Moving Storing Includes systems that track products In order to locate them at any time

12 Pricing How much to charge for goods/services Based on Cost Competitors prices How much customers are willing to pay Promotion Effort to Inform Persuade Remind Potential customers Products/services Examples: T.V./radio commercials Internet ads

13 Product/service management Obtaining Developing Maintaining Improving Product/product mix Responding to market opportunities Marketing research guides Product/service management Toward consumer needs/wants Marketing information management Gathering Storing Analyzing Information Done on continual basis Research studies/surveys Customer Habits Attitudes Living arrangements Trends

14 Sales Concept (old way) - trying to sell something before learning what the customer wants Marketing Concept (new way) - to satisfy customers and make a profit by following three rules: The customer concept is doing what the customer wants Through a total company effort Where Profit is the goal CRM Customer Relationship Management Combining Customer information through database/computer technology) Customer service Marketing communication

15 Provides the means of competition Businesses try to create new/improved product At lower prices than competition Above efforts Force business to: Efficient Responsive to consumers Add value to shopping experience New/improved products Example PCs getting smaller Smart cell phones Lower prices High demand = higher quantities of production Fixed cost remain stable Less is spent per unit produced Lower price can be charged Popular products = more competitors enter market Lower prices allow businesses to remain competitive Example: DVD player in 1997 = $200+ Now DVD/CD/MP3 players = less than $100 Calculators in 1970 s = $ Today calculators = give away or $5.00

16 Products/Services need to have added value (utility) to be successful There are Five types of Value Add Form Utility - adding value to raw material Place Utility - the convenient location Time Utility - its available when the customer wants it Information Utility - creating awareness Possession Utility - simplifying the exchange process

17 Market All people who share similar needs and wants and have ability to purchase a given product If you like video games and have the $$$ to buy/rent them you are a part of video game market!

18 Consumer market Consumers Purchase goods/services for personal use Consumers needs/wants relate to: Lifestyle Save them money Make life easier Improve appearance Create status Provide satisfaction Industrial market Business to business (B to B) Goals/objectives Improving profits Improve productivity Increase sales Decrease expenses Work more efficiently Producer companies consider resellers part of industrial market These companies require two different marketing plans to reach each market Industrial consumer

19 Market also described as Total sales in a product category Examples: Desktop computers Laptop computers Digital cameras February $211,464,600 total digital camera sales From all markets (stores, internet, mail order) Market share Company s percentage of the total sales volume of all companies that compete in a given market Example: Sony had a market share of 20% of the digital camera market in February 2004 Equals $42,292, worth of digital cameras

20 Breaking down market (consumers with needs/wants of a product with the $$$ to purchase it) into smaller groups that have similar needs Businesses can t convince everybody to purchase their products/services Goal: To identify group of people most likely to become customers Group is ID ed for a specific marketing program Group known as: TARGET MARKET

21 Importance Narrows focus of marketing strategies Without TARGET MARKET Marketing plan has no focus Multiple Target Markets Product may have more than one target market Example: Children s cereal Children = consumers (they will be consuming it) Parents = customers (approve it and buy it) Reaching children Advertise Saturday morning tv for children Message fun to eat/contest/toy inside Reaching parents Magazines Parenting TV channels Lifetime Stress health benefits (whole grain/mental ability, etc.)

22 After Target Market determined Businesses create customer profile Lists information about Target Market Demographics Age Income level Ethnic background Occupation Education level Psychographics Attitudes Lifestyle Geographics Geographic location To understand look at magazines Seventeen (online) Targets teen girls/young women interested in: Beauty Fashion Entertainment Larger than any other competitor in year old market 97.9% readers have accessed internet regularly

23 Product Design Features Brand name Packaging Warranty Improvement

24 Place Getting product into consumer s hands Determines How/where distributed Could be which country Retail outlets Directly (?) Transportation? Stock levels

25 Price Suggested retail price List price (Manufacturer s suggested retail price) Industrial customers Discounts? Allowances? Credit terms? Payment periods? Promotional pricing Used to launch new products

26 Promotion Advertising Personal selling Sales promotion Publicity Strategies Message Media selection

27 People Part of promotion Who are you targeting? Specific as possible TARGET MARGET 2ndary TARGET MARKET

28 Product, place, price & promotion Where product falls in spectrum of all like products Example: Laptop Cost $600 Mid low range quality Target market (SES: low to moderate income) Walmart.