Marketing Concepts

Media Type: Microsoft® PowerPoint® Presentation Duration: 111 slides

Goal: To define marketing concepts and explore the relationship between business activities and marketing.

Description: To satisfy economic needs, businesses depend on practicing marketing concepts. This presentation classifies and explains business activities as production, marketing, management or finance functions. Students learn how to explain the interdependency between business activities and marketing.

Objectives: 1. To define marketing concepts and explore how the marketing concepts relate to job-seeking and career planning processes. 2. To explain the importance of target markets and the advantages and disadvantages of market segmentation and mass marketing. 3. To differentiate among the types of segmentation, such as geographic, demographic, psychographic and behavioral. 4. To explore the meaning of “marketing mix” and how the mix contributes to successful marketing strategies.

College & Career Readiness Anchor Standards for Reading

Reading Standards for Informational Text

Read closely to determine what the text says explicitly and to make logical inferences from it; cite specific textual evidence when writing or speaking to support conclusions drawn from the text.

Key Ideas & De- Cite strong and thorough textual evidence to support analysis of what the text says explicitly as well as inferences drawn 9-10.1 tails from the text.

Cite strong and thorough textual evidence to support analysis of what the text says explicitly as well as inferences drawn 11-12.1 from the text, including determining where the text leaves matters uncertain.

Integrate and evaluate content presented in diverse formats and media, including visually and quantitatively, as well as in words. Integration of Analyze various accounts of a subject told in different mediums, determining which details are emphasized in each ac- Knowledge & 9-10.7 Ideas count. Integrate and evaluate multiple sources of information presented in different media or formats as well as in words in order 11-12.7 to address a question or solve a problem. Marketing Concepts

College & Career Readiness Anchor Standards for Writing Writing Standards

Write informative/explanatory texts to examine and convey complex ideas and information clearly and accurately through the effective selection, organization, and analysis of content.

Text Types & Write informative/explanatory texts to examine and convey complex ideas, concepts, and information clearly and 9-10.2 Purposes accurately through the effective selection, organization, and analysis of content. Write informative/explanatory texts to examine and convey complex ideas, concepts, and information clearly and 11-12.2 accurately through the effective selection, organization, and analysis of content.

Conduct short as well as more sustained research projects based on focused questions, demonstrating understanding of the subject under investigation.

Gather relevant information from multiple print and digital sources, assess the credibility and accuracy of each source, and integrate the information while avoiding plagiarism.

Conduct short as well as more sustained research projects to answer a question or solve a problem; narrow or broaden Research to Build 9-12.7 the inquiry when appropriate; synthesize multiple sources on the subject, demonstrating understanding of the subject & Present under investigation. Knowledge Gather relevant information from multiple authoritative print and digital sources, using advanced searches effectively; 9-10.8 assess the usefulness of each source in answering the research question; integrate information into the text selectively to maintain the flow of ideas, avoiding plagiarism and following a standard format for citation.

Gather relevant information from multiple authoritative print and digital sources, using advanced searches effectively; assess the strengths and limitations of each source in terms of the task, purpose, and audience; integrate information into 11-12.8 the text selectively to maintain the flow of ideas, avoiding plagiarism and overreliance on any one source and following a standard format for citation.

Marketing Career Cluster (MK) Cluster Standard

Describe the impact of economics, economics systems and entrepreneurship on marketing.

Plan, monitor, manage and maintain the use of financial resources for marketing activities.

Select, monitor and manage sales and distribution channels.

Determine and adjust prices to maximize return while maintaining customer perception of value.

Obtain, develop, maintain and improve a product or service mix in response to market opportunities.

Communicate information about products, services, images and/or ideas to achieve a desired outcome.

Use marketing strategies and processes to determine and meet client needs and wants. Marketing Concepts

Class 6: Allow time for students to work on their Projects.

Student and Teacher Notes are available to print in Class 7: Remind students to continue using the outline format. You can access these documents under Vocabulary Handout as reference. the “Printable Resources” section. If student licenses Show slides 67 to 75 of the Marketing have been purchased, an interactive version of the Concepts - Marketing Mix segment. Student Notes is available in the “Interactive Activities” Slides Distribute the Marketing Mix Outline section. If printing the full PowerPoint® is desired, you 67-75 Activity and allow students to work. may download the file and print the handouts as Hand out the Marketing Yourself Matrix needed. Activity for students to begin as homework. Class 1: Begin class by asking students what effect they believe marketing has on Class 8: Hand out the Marketing & Information their lives. Allow students to discuss Technology Project and allow students ideas. Hand out the Marketing to work. Slides Concepts Vocabulary Handout. Show 1-17 slides 1 to 17 of the Marketing Class 9: Remind students to continue using the Concepts - The Marketing Concepts Vocabulary Handout as reference. segment. Hand out the Marketing Show slides 76 to 91 of the Marketing Strategies Project and allow groups to Concepts - Marketing Mix segment. work. Distribute the Inbound or Students should complete the Outbound Activity for students to begin Slides 76-91 corresponding Assessment. Distribute as homework. the Marketing Yourself Portfolio Project and allow students to work. Class 2: Remind students to continue using the Vocabulary Handout as reference Class 10: Allow time for students to work on their materials. Show slides 18 to 30 of the Projects. Marketing Concepts - The Marketing Slides Concepts segment. Students should Class 11: Remind students to continue using the 18-30 complete the corresponding Vocabulary Handout as reference. Assessment. Have students begin the Show the Marketing Concepts - Trends Marketing Functions Activity. in Marketing & Advertising segment.

Slides Students should complete the Class 3: Allow time for students to work on their 92-111 corresponding Assessment. Distribute Projects/Activities. the Mobile Marketing Project and allow students to work. Hand out the Class 4: Remind students to use their Marketing Trends Project for students Vocabulary Handout and pass out the to begin as homework. Consumer Buying Power Student Handout. Show slides 31 to 45 of the Class 12: Distribute the Elements of Slides Marketing Concepts - Segmentation Advertisements Project and allow 31-45 segment. Hand out the Demographics students to work. Activity and allow students to work. Distribute the My Demographics Project Class 13: Hand out the Crossword for students to for students to begin as homework. complete as a review. Distribute the Marketing Concepts Final Assessment Class 5: Remind students to use their and allow time for students to complete Vocabulary Handout and pass out the it. Allow the remainder of the class for Utility Marketing Student Handout. students to work on their Projects. Show slides 46 to 66 of the Marketing Slides Concepts - Segmentation segment. 46-66 Class 14: Students should complete and turn in Students should complete the all completed work. corresponding Assessment.

Marketing Concepts

American Marketing Association Using the Career Connections Activity, allow students  http://www.www.ama.org to explore the various careers associated with this Quick MBA lesson. See the Activity for more details. If student  http://www.quickmba.com/marketing/mix/ licenses have been purchased: Students will select the interviews to watch based on your directions. If only a teacher license is purchased: Show students all the career interviews and instruct them to only complete the interview form for the required number of interviews. BPA  iCEV50416 Philip Mowry, Chief Marketing Office &  Global Marketing Team Director of Business Development, National  Develop a written marketing plan Composite Center  Explore and expand customer base including  iCEV50585 Clifton Wilkinson, Vice president & demographics Marketing Director of Business Development,  Develop promotional mix McDougal Co. DECA  iCEV50621 Renee Gonzales, Marketing Specialist,  Explain marketing and its importance in the global Mercedes Benz of Lubbock economy  Describe marketing functions and related activities  Distinguish between merchandising and marketing FBLA  Marketing  Entrepreneurship

Inbound or Outbound Directions: Students will determine whether the scenarios are inbound marketing strategies or outbound marketing strategies and why.

Marketing Functions Directions: Students will match the marketing function to the correlating activity. Then, discuss answers as a class and have students think of real-life examples of how each function is used in business and may affect business success.

Demographics Directions: Students will fill in their answers to the demographic questions in the space provided. Students should list companies or products marketed towards their specific answers. They must complete this Activity before beginning the Marketing Mix Outline Activity.

Marketing Mix Outline Directions: Using the Marketing Mix Outline Activity sheet, instruct students to choose a product on the Demographics Activity sheet and outline the marketing mix. Students should be creative and think of as many possibilities as they can.

Marketing Yourself Matrix Directions: Using the Marketing Yourself Matrix Activity sheet, students will find and list at least three resources for each category: place, product, price and promotion.

L E S Marketing Concepts S O N

P Marketing Strategies L Directions: A Divide the class into groups of two or three. Groups will create a marketing strategy for one product and one service. N For each, groups will need to provide: a customer analysis, product/ service development, pricing, branding and sales and distribution. Groups will create mock-ups of at least three different advertising campaigns for both the products and service, such as: fliers, radio advertisements, television commercials, newspaper advertisements, etc.

My Demographics Directions: For this Project, students will watch several commercial for a product or service of their choice and fill in the demographic table and list reasoning. Student will write a two page paper over how they think the company addresses cultural diversity. For example do they have different ads, models, products, etc. as well as examining the culture and needs to understand cultural diversity. Students should also include how demographics have influenced the industry and explain how diversity affects marketing and the impact of multiculturalism on marketing activities as well as demographics in the general advertising they see everyday and analyze the same aspects.

Marketing & Information Technology Directions: Instruct students to research current uses of information technology in marketing areas. Students will develop a website, brochure or a Microsoft® PowerPoint® presentation describing information found. Students will investigate how the development of information technology has changed marketing strategies and how the ways of reaching consumers have been changed.

Marketing Yourself Portfolio Directions: Using the information from the presentation, students will create a portfolio. See the Marketing Yourself Portfolio Project sheet for more information.

Mobile Marketing Directions: Students will create a table comparing three advantages and disadvantages of mobile marketing. They will distinguish short messages, quick response codes, applications best for the business market.

Marketing Trends Directions: Using all available resources, students will research and identify how trends affect the advertising market (social media, quick response codes, mobile websites, online advertising, etc.). Using the information, students will write a two page paper which includes examples found in magazines or online to enhance understanding. Remind students to create a citation sheet listing all sources used. Students should attach the citation sheet and copies of their examples to the paper.

Elements of Advertisements Directions: In groups of three or four, students will compare advertisements from print media and broadcast media. Ask students to create an ad campaign for a company of the group’s choice. Students will write a short report explaining the campaign and the rationalizations behind the choices made.