Lesson Plan Template 

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 

Standards: CTE & CCSS 

 CTE   BAZ10.01   Use effective communication skills for all modes of business.  

 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 10 –12 texts and topics. 

 11‐12.L.5 Demonstrate understanding of figurative language, word relationships, and nuances in word meanings.  

Assessment:  Written sentences using vocabulary words 

Materials: 

Marketing Essentials text and Marketing Fundamentals PowerPoint presentation (particularly slide 2) Pre/Post‐learning Concept Checks template  

Procedure:   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‐

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  

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 pre‐learning 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:   

Accommodations needed: 

  Extra time if needed        

 

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.    

 

Marketing Market Market place Mass Market Target Market Geographics Demographics Psychographics

Lifestyle Market Share Industrial

Market(s) Utility Derived Demand Marketing Mix

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

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

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

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

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

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

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

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 effortWhere Profit is the goalCRMCustomer Relationship ManagementCombining Customer information –through database/computer technology)Customer serviceMarketing communication

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 = $200.00 Today calculators = give away or $5.00

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”

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!

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

Market also described as› Total sales in a product category› Examples: Desktop computers Laptop computers Digital cameras February 2004 - $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 $42,292,920.00 worth of digital cameras

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

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.)

After Target Market determined› Businesses create customer profile

Lists information about Target Market Demographics

Age Income level Ethnic background Occupation Education level

Psychographics Attitudes LifestyleGeographics 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 12-17 year old market 97.9% readers have accessed internet regularly

Product› Design Features Brand name Packaging Warranty

› Improvement

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

Stock levels

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

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

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

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….