Marketing and Its Importance

CTE Introduction

Marketing
When

the producer is someone other than the consumer, some form of exchange takes place.

Exchange
Exchanges

take place every day:

Buying a hamburger Seeing a movie Visiting the dentist

Marketing
DEFINITION: Marketing is the process of DEVELOPING PROMOTING DISTRIBUTING Products in order to satisfy customers !!!!!!! What are Products? GOODS SERVICES IDEAS

Marketing 4p,s ?
Marketing

is a process

It involves the 4 ps Product Pricing Promoting Placing

Marketing

Products:

must be planned Prices: must be determined Promoting: products is essential Placing: products must be accessible to customers

Marketing

These

activities link producers and consumers so exchanges can be made.

Marketing is all Around Us

Marketing

can

be done:
Phone Mail Computer Videotape Doorstep

What is Marketed?
Durable

People

Goods Nondurable Goods Services

Places
Organizations

Ideas

Why is Marketing Important?

Lubricant
productivity) (competition, increased quality and

Lower

Prices: (choice reduces prices) Transferable Skills: Highest and Lowest Pay: (Larry H.
Miller has a marketing job!!!!!!!!!!!!!!!)

Makes

buying convenient:

Why is Marketing Important cont...

1/3: of the jobs in the USA $ Highest / Lowest Pay( 50 to 60 cents out of

every dollar goes toward marketing)

Cornerstone / Entrepreneurship 25% Growth is USA Exciting: Work with people

 Raises

the standard of living. Adds utility to goods/service. Makes buying convenient. Maintains reasonable prices. Improves the quality of life.

Benefits of Marketing ?

Benefits of Marketing ?
Provides

variety of goods and services. Increases Production

Without Marketing . . .
Increased

Costs Less Variety Less Competition

(economy suffers)

Without Marketing . . .
Fewer

product Improvements. Fewer products developed. Stock shortages and overages.

Usoe approved lesson plans (Utah Education Network)

BUS: #1. cereal box #2. mkt. a cereal breakfast #3. mkt. through auctions #4. travel leisure co. project #5. grab bag marketing FACS: #1. chill tie-free enterprise #2. if I were a designer #3. marketing a restaurant #4. marketing a child care service #5. puppet factory #6. running a school bakery #7 dont buy it TECH: #1. marketing a commercial #2. marketing a Olympics activity. #3. creating a company

NOTE: Other creative activities are ok, if you use the standards (including, the 4 Ps)

ASSESSMENT CRITERIA FOR TLC INTEGRATED MARKETING LESSONS

(5 days required in each rotation = 15 days during the year)

Marketing: The process of developing, promoting, and distributing products (services) to customers.

PRODUCT (Minimum 1 day45 minute session)

ASSESSMENT CRITERIA: Students

must create/conduct and analyze market research to determine what product (service) to produce (or provide).
Conduct a written or verbal survey of the target population (customers) to determine what product (service) should be produced (or

provided).
Compare similar products (services) currently on the market and determine why the target population buys one product (service)

more than another.

Use the Internet to research a product (service) and identify the five highest selling brands (or companies). Determine what

characteristics put them in the top five.

PRICE
$ $ $ $

(Minimum 1 day45 minute session)

Students must determine and analyze what price to charge customers for the product (service) in order to make a profit.
ASSESSMENT CRITERIA: Determine the products (services) cost to produce: time, labor, ingredients, materials, etc. Determine how much it will cost to promote and package the product (service). Use the concepts of supply and demand to analyze the pricing of products (services) and what customers would be willing to pay. Decide how much profit should be made on the product (service).

PROMOTION (Minimum 2 days45 minute sessions)

ASSESSMENT CRITERIA: Students must discuss the pros and cons of promotional

strategies for the product

(service) and create at least one promotional tool for the product (service).
$ $ Create and implement promotional methods (package design, advertising, 7 Sales Step Process, etc.) for a specific product (service). Creating a video, flyer, poster, announcement, etc. are examples of ways to market products (services). Analyze current television, radio, billboards, magazines, newspaper, or Internet advertisements for your specific product (service). Determine what characteristics are used to sell the product (service). Logos, trademarks, brand names, slogans, jingles, etc. are elements that need to be looked at. (Minimum 1 days45 minute session)

PLACE
$ $

ASSESSMENT CRITERIA: Students

must discuss how the product (service) will reach the customer and how the product (service) will be sold to the customer by using the 7 Sales Step Process.
Determine the best place to promote and offer the product (service) and set up a display for a specific product (service). Analyze various methods of placement that current marketers (providers) use to make their product (service) available to customers. i.e. where a business locates in the city, how food is placed in a grocery store (around outside, on top shelf vs. bottom shelf, etc.), what is displayed upon entering a department store, etc. Introduce and role play the 7 Sales Step Process: 1 Approach, 2 Needs, 3 Product, 4 Overcoming objections, 5 Closing, 6 Suggestive Selling, 7 Followup

Incorporate these marketing careers as you teach the 4 Ps of Marketing

Advertising Customer Service E-Commerce Entrepreneur Fashion Merchandising Financial Services Food Marketing Hospitality Marketing Importing/Exporting International Marketing Marketing Research Product Management Professional Sales Public Relations Real Estate Restaurant Management Retail Management Sales Managemen0 Service Marketing Sports Marketing Travel/Tourism Marketing

TLC MARKETING DEFINITIONS THE 4 P= s of Marketing - The four strategies of the marketing mix (product, price, promotion and place) are
interconnected. Action in one affects decisions in another. The order of dealing with each can vary, i.e. place can occur before promotion, etc. But first, the target population must be defined and then the strategies are directed toward this target population (market).

PRODUCT- Product can be a tangible object or a service provided to customers.

It can even be a program planned for clients in which they participate. Market research (the systematic gathering, recording, analyzing, and presentation of information related to marketing goods and services based on needs assessment) is necessary to determine the customer = s needs/wants and how best to design and promote the product or service to attract the customer. Market research involves surveying or interviewing the target population (customers) to determine their preferences. Market research can also be done on a specific product (service) already in place to determine its success. Results of this market research should be the product to make, how to package it, brand name to use, and an appropriate image to portray.

PRICE - Price is the process of determining what to charge for the product or service.

It should reflect what the customers are willing and able to pay. It is assumed a profit is to be made. It includes determining the cost of production (time, labor, ingredients, packaging, advertising, etc), the state of supply and demand, and the amount of profit to be made. The end result is the price of the product or service.

PROMOTION - Promotion is the actual Amarketing@ of the product or service, the image portrayed.

Advertising the product or making the customer aware of the product or service is involved in promotion. Advertising can be done through public relations, media, personal selling and various persuasive communication strategies. Creating catchy names, logos, jingles for a product or title/acronym (such as TLC) for the service or program is part of promotion. Decisions need to be made about the message, when and where it will be delivered, and any inducements utilized. The 7 Step Sales Process can be used in this section or in the PLACE section. The end result of this strategy is how the customer will be told about the product.

PLACE - Place can be thought of as the distribution of the product (or service) in the most advantageous way possible.

It involves determining the best place to display and sell the product or offer the service. How to set up the actual display or where to place it in the space provided (i.e. store, room, auction, swap meet) or the timing of the distribution of the service is part of PLACE. Also, the following 7 Sales Step Process may be used to sell the product (or service) once it has been placed. 1. Approaching the customer: Open-ended approaches are NOT recommended, i.e. May I help you? The response could be NO. Instead, say I noticed you were looking at our best selling dress and it is on sale today. 2. Determining specific needs for the product: Examples: Lawn mowerHow large is your yard? Will you need a hand or riding mower? OR CarDo you drive a lot of miles which requires a low gas mileage car, or is power more important for you? 3. Presenting the Product (Service): Research all the positive and/or negative aspects of the product (service). Example: This baseball bat is not only lightweight, it will hit a ball 10% farther than its competition. 4. Overcoming Objections: Example: Customer, This TV is overpriced! Salesperson This other TV has similar features, is only half the price and is only a few inches smaller. 5. Closing the Sale: Example: Salesperson Of the two shirts you are looking at, which one would you like to purchase? OR Will this be cash or credit? 6. Suggestion Selling: (Suggest an accessory or something extra that relates to the product after the initial sale is made.) Examples: Salesperson Would you like a scarf to go with your new coat? OR For only $50 we have a 5-year warranty on your new snow blower. 7. Relationship Building (Follow up): Example: Youll be receiving a coupon and flyer announcing our next big sale. OR Your veterinarian sends a reminder that you dogs vaccinations are overdue. A worthwhile and fun classroom activity would be to have students select a product and sell it to the class using the 7 Sales Step Process.

CTE INTRO. STANDARDS

Standard 9: Students will examine the workplace tasks and concepts in Marketing.
Objective 1-Business: Explain the four Ps of Marketing Objective 2-FACS: Explain the four Ps of Marketing (product, pricing, promotion and place) and how they are used (product, pricing, promotion and place) and how it relates to in business and in society. the family and the consumer.
1. Create a product (good service or idea) related to the Business Area and include: Marketing research, the price of a product, promotional strategies, and how products are going to be distributed. 2. Understand the impact small business has on our nation and its economy. 3. Recognize the importance of communication and managing a business. 4. Demonstrate the 7 Steps of the sales process. 5. Explore Business Career Pathways related to Marketing. 1. Create a product (good service or idea) related to the Family and Consumer Area and include: Marketing research, the price of a product, promotional strategies, and how products are going to be distributed. 2. Explain the relationship and the impact Marketing has on the Family and the Consumer. 3. Discuss how a person can successfully market him/herself when applying for a job. 4. Evaluate various marketing strategies that are used in the clothing/food areas, and understand how it impacts the family. 5. Explore Family Career Pathways related to Marketing.

Objective 3-Technology & Engineering: Explain the four Ps of Marketing (product, pricing, promotion and place) and how they are used in technology.
1. Create a product (good service or idea) related to the Technology and Engineering Area and include: Marketing research, the price of a product, promotional strategies, and how products are going to be distributed. 2. Understand how Technology has impacted Marketing, and how it has effected our lives. 3. Describe how goods, services, and ideas are marketed and distributed in a global economy. 4. Explain how Technology can be used and the process involved in producing and promoting products. 5. Explore Technology and Engineering Career Pathways related to Marketing.

We have a problem!
37,000 UTAH STUDENTS WILL START 9TH. GRADE NEXT YEAR APX. 6,000 WILL GET A BACHELOR DEGREE
74% graduation rate in 1984. 67% in 2000

Goal: More degrees or certificates

(35% students college ready and 90% of all jobs require additional training beyond high school.)

4 more years to get a bachelor degree $44,000

($ 6,000 -$8,000 each year after H.S.)

PATHWAYS
Coherent groupings of courses
Within

12 years of high school to graduate

FIELDS: technical,scientific,arts,social,mkt.,bus.
AREAS OF STUDY:Ag,Bus,Family,Health,I.T.,Mkt,T. Ed, Trade

Also

They are typically linked with specific post-secondary degrees or certificates.

$22,000

CAREER PATHWAYS
62 Career Pathways Within Eight Areas of Study
Agricultural Education
> > > > > > Agricultural Systems Technology Horticulture Science & Management Natural Resources Science & Management Production/Processing Animal Science Production/Processing Plant & Soil Science Production/Processing Science & Management

Marketing Education
> > > > Marketing Entrepreneurship Marketing Management Sales & Service Marketing Travel & Tourism

Business Education
> > > > > Accounting & Finance Business Administrative Support Business Entrepreneurship Business Management Business Technology Support

Skilled & Technical Sciences Education

Building Trades > Carpentry > Electrician > HVAC > Plumbing Communication > Television Broadcasting Technician Mechanics & Repairs > Automotive Collision Repair > Automotive Service Technician > Electronics > Heavy Duty Diesel Precision Production Trades > Cabinetmaking/Millwork > Drafting/CAD > Graphics/Printing > Machine Tool > Welding Personal Service > Cosmetology/Barbering Protective Service > Firefighting > Law Enforcement Transportation & Material Moving > Commercial Aviation Visual Arts > Commercial Art > Commercial Photography

Family & Consumer Sciences Education

> > > > > > > > Child Development Consumer Economics Services Family & Human Services Fashion Design, Manufacturing & Merchandising Food Science, Dietetics & Nutrition Food Service & Culinary Arts Hospitality Services Interior Design

Health Science & Technology Education

> American Sign Language Biotech Research & Development > Biotechnology Health Informatics > Medical Office Administrative Assistant Therapeutic Services > Dental > Emergency Medical Technician (EMT) > Exercise Science/Sports Medicine > Medical Assistant > Nursing > Optical Technician > Pharmacy > Surgical Technician

Technology & Engineering Education

> Pre-Engineering (Utah Pre-Engineering Program) > Project Lead the Way (National Pre-Engineering Program)

Information Technology Education

Information Support & Services > Database Development & Administration > Technical Support Interactive Media > Digital Media (Multimedia) > Web Development & Administration > Network Systems > Programming/Software Development

The End
Have a great day! Dale M. Stephens Dale.stephens@schools.utah.gov USOE