Name:
Marketing
Marketing Is All Around Us
What is Marketing?
Terms to know:
Products
Goods
Services
Functions of Marketing --
that work together to get goods and services from
the producer to the consumer.
1.
2.
3.
4.
5.
6.
7.
Each is
Distribution – Deciding
and to
products need to be sold to reach
Name:
Marketing
Financing – getting the
necessary to
Marketing Information Management – Getting information to make sound
.
Usually obtained through
Pricing – How much to
to maximize
Product Service Management --
, maintaining, and improving a
response to market opportunities.
Promotion --
with potential customer to
them about a business’s products.
Selling – Planned, personalized
that
Purchase decisions.
The Global Economy
Marketers are found at every
.
Nearly all business decisions have a Marketing element
Marketing changes the:
Number (
Quality (
and Price (
)
)
)
of products that you can buy.
, and
in
Name:
Marketing
The Marketing Concept says
Businesses must satisfy customers’
in order to make a
1. If automobile manufactures do not give their
they will
2. That concept is true for all businesses.
3.
a choice (what they want),
Name:
Marketing
Vocabulary Worksheet
1. What are the 7 Functions of Marketing and give one example how a large hotel chain could
use each one?
Function of Marketing
Hotel example
1.
2.
3.
4.
5.
6.
7.
2. What is the definition of Marketing?
3. What is the difference between a good and a service?
1. A good is
2. A service is
4.
What do we call all of the activities that make a product or service that is capable of satisfying customers’
wants and needs?
1. What does the Marketing Concept state?
2. Create a Marketing Concept statement for the manufacture of your toothpaste.
must sell toothpaste that is
flavored.
Name:
Marketing
3. Why is the above statement about your toothpaste true?
4. In which three ways does Marketing make the products you buy better?
Name:
Marketing
MARKETING MANAGEMENT SERIES EVENT
PARTICIPANT INSTRUCTIONS
PERFORMANCE INDICATORS
1. Describe marketing functions and related activities.
2. Identify product’s/service’s competitive advantage.
3. Discuss motivational theories that impact buying behavior.
4. Explain customer/client/business buying behavior.
5. Demonstrate connections between company actions and results.
EVENT SITUATION
You are to assume the role of marketing specialist for TOUCH TECHNOLOGY, a media technology
company that produces mobile phones. The CEO (judge) has asked you to develop a marketing plan
for an existing product.
TOUCH TECHNOLOGY is a respected leader in media technology. In hopes of increasing the company’s
market share in the competitive industry, the company would like to increase marketing plans for their
smart phone, the Aviator. The Aviator was the first smart phone ever produced. It was introduced to
the public over a decade ago, long before the competition launched similar models. While the Aviator
can still claim superior technology as a product, its competition enjoys a higher market share,
universal popularity and a “coolness factor” the handheld Aviator cannot seem to match. A recent
study showed that only 2% of consumers purchasing smart phones in the future would choose the
Aviator.
Competitors’ smart phones offer more than 100,000 applications compared to only 400 for the
Aviator. Consumer feedback indicated that the Aviator’s e-mail system is difficult to use and not
always dependable. The Aviator is only available in the standard black or silver color options, which
many feel are outdated.
The CEO (judge) has asked for you to develop a marketing plan specifically for the Aviator that will
help gain a larger market share in the smart phone industry. In developing your plan, the CEO (judge)
wants a prioritized list of changes that need to be made to the Aviator to support the success of the
marketing strategies.
You will present the marketing plan to the CEO (judge) in a role-play to take place in the CEO’s
(judge’s) office. The CEO (judge) will begin the role-play by greeting you and asking to hear your
ideas. After you have presented the marketing plan and have answered the CEO’s (judge’s)
questions, the CEO (judge) will conclude the role-play by thanking you for your work.
Name:
Marketing
Standard 1 Day 2 LESSON OUTLINE
Objective:
 The benefits of marketing
 The meaning of economic utility
 The five economic utilities and
how to distinguish the four that
are related to marketing
1. Complete the “Lecture Guide” using the “PowerPoint” Presentation
and your Instructor.
2. Complete each of the worksheets as they are presented in the
PowerPoint.
a. “High or Low Utility?” Worksheet
b. Complete and correct the “Vocabulary Worksheet”
c. Participate in the “Food Marketing Series” DECA Role Play
3. Turn in your completed packet to your Instructor.
Name:
Marketing
The Importance of Marketing
Economic Benefits of Marketing
•Marketing
between
of seller of an item
New and Improved Products --businesses look for opportunities to
Lower Prices – marketing activities
produce at a
. When demand is
, manufacturers can
. They can sell at a lower price but increase the quantity sold. Thus,
even though prices are low.
It adds
Added Value =
There are five types of Utility:
1. _
2. _
3. _
4. _
5. _
of a product or service that make it capable of
needs.
consumers’ wants and
Name:
Marketing
Form Utility -- Changing
or
– making and
together to make them more
things.
For example
Place Utility -- Having a product
customers can
_.
It Involves
•_
– may be through a catalog or at a retailer (actual store) – or, Internet.
•_
the product to the location.
Time Utility -- Having a product available at
or a convenient
It includes:
 Planning and _
 Time of _
 Time of
Possession Utility -- The
Payment may be made by



 Installments (layaway)
for some
value.
.
Name:
Marketing
Information Utility -- Involves
with the
For example
Which types of utility are related to marketing?
is a function of production, NOT marketing
These utilities ARE directly related to marketing:
They are
Name:
Marketing
High or Low Utility?
Directions: For each type of utility, write three examples of something that you think has a high utility
level and three things that you think have a low utility level.
High Utility Level
Ex: Glass soda bottle
Form Utility
Low Utility Level
Ex: Sand
1.
1.
2.
2.
3.
3.
(Not Marketing)
Ex: Ski Shop at Sundance
1.
Place
Utility
2.
2.
3.
3.
Ex: Time spent with Friends
1.
Time
Utility
Ex: Time spent at work
1.
2.
2.
3.
3.
Ex: new car
1.
Possession
Utility
Ex: Ski Shop on State Street
1.
Ex: broken down car
1.
2.
2.
3.
3.
Name:
Marketing
Vocabulary Worksheet
1.
Marketing adds value to products. What is another term for value?
2.
Which economic utility increased when Big Ed’s 24-Hour Diner recently began
accepting VISA and MasterCard?
3.
The owners of the Totally Outrageous Shoe Store decided to rent store space
next to a music store where teenagers frequently shop. Which utility did the
owners’ decision add to their product?
4.
Adding Utility to a product is much like increasing the
customers are willing to spend more money for the item
5.
Informing consumers about a products components or specifications is an
example of which type of utility?
6.
What are three economic benefits of marketing?
7.
Buying a finished product instead of the individual components is an example of
which type of utility?
8.
Having a 50% off sale on the 5th of July would be an example of which type of
utility?
9.
Which utility is not related to marketing?
of a product so
10. Being able to make purchases online using a credit card is an example of which
type of utility?
Name:
Marketing
Food Marketing Series
PARTICIPANT INSTRUCTIONS
PERFORMANCE INDICATORS
1. Describe marketing functions and related activities.
2. Identify forms of economic utility created by marketing activities.
3. Handle customer inquiries.
4. Explain marketing and its importance.
5. Explain the concept of marketing and market identification.
EVENT SITUATION
You are to assume the role of grocery department manager for a nationwide
supermarket. As you are reviewing department restocking sheets, an angry customer
approaches you and complains to you about how manufacturers and retailers waste
money on marketing their goods. The customer emphatically states that retail prices
could be significantly lower if manufacturers spent less money on marketing their
products.
You are quite aware that marketing makes buying easier for customers. It also creates
new and improved products at lower prices. You are to take this opportunity to respond
to the customer and explain the economic benefits of marketing. Consider the following
economic concepts when responding to the customer:





How marketing adds value (utility) to a good or service
Place utility
Time utility
Information utility
Possession utility
The role-play will take place on the sales floor. The customer (judge) will begin the
role-play by explaining his/her feelings concerning retail prices. After you have
answered the customer’s questions, the customer (judge) will end the role-play by
thanking you for your explanation.
Name:
Marketing
Standard 1 Day 3 LESSON OUTLINE
Objective:
• Define a market
• Describe target marketing
• Differentiate between customers
and consumers
• Use the four P’s of the marketing
mix
1. Complete the “Lecture Guide” using the “PowerPoint” Presentation,
the book, and your Instructor.
2. Complete each of the worksheets as they are presented in the
PowerPoint.
a. “Marketing’s 4 P’s: The Consumer Angle” Video Listing Guide
b. Complete the “Vocabulary Review”
c. Participate in the “TRAVEL AND TOURISM MARKETING
MANAGEMENT” DECA Role Play
3. Turn in your completed packet to your Instructor and take the Test.
Name:
Marketing
Fundamentals of Marketing
Market –
who have the
Target Marketing – Focusing all
and
to buy.
on a very
want to
Customers –
the product.
Consumers – people who actually
Marketing Mix -- Basic marketing
the product.
– the
1.
2. _
3.
4. _
Product Strategies
What product to
How to
it
What
name to use
What
to project
Place Strategies
and
a product will be distributed.
of people who you
Name:
Marketing
Price Strategies
Reflect what customers are
.
Promotion Strategies
How potential customers will be
•What the
about the new product
will be
•When and where it will be delivered
•What
are there to purchase it
The Marketing Mix
The elements
The Marketing Mix – The 4 P’s
•Contains countless
.
•Management must select a
of marketing mix decisions that will satisfy target
markets and achieve organizational
Name:
Marketing
Marketing’s 4 P’s: The Consumer Angle

Where does consumer research come from?

What are the two main markets?

Qualitative Research includes:

Quantitative Research includes:

What does the Marketing Mix include?
1.
2.
3.
4.

The Product is?

What is Price?

What does Place mean?

Promotion is?

What is the “fifth” P?

Marketing =
-
PRODUCT
 Products include?
PRICING
 What type of questions should you ask before setting a price?

How do you price a product to capture as many buyers a possible?

Price =
Name:
 What is Skimming?

What is Penetration?
PLACE
 Most importantly Place includes

Direct Distribution

Indirect Distribution

How did DELL distribute the computers?
PROMOTION
 What does successful promotion allow consumers to achiever?

Mr. Wipple blanketed the airwaves with “

What did they build in NYC?

What are some examples of technology in Promotion?
POSITIONING
 What is Positioning?

How did Starbucks “change” coffee?
BRANDING
 How did branding start?

What is a brand?

People buy products because:

Porsche brand its cars?

Who is at the heart of Marketing?

Who decides which products succeed?
Marketing
Name:
Marketing
Vocabulary Review
1. _______________
2. _______________
3. _______________
4. _______________
Activities that work together to satisfy target markets
and achieve organizational goals.
How and where products are transported?
The art of informing the public about a product using a
variety of methods, some you paid for others where free, is
called?
The Marketing Mix (4 P's) include?
5. _______________
All of the potential customers who have the willingness
and ability to purchase a product.
6. _______________
Focusing all Marketing efforts on a very specific group of
people.
7. _______________
The group of people who buy products.
8. _______________
The individuals who use a product.
9. _______________
10. ______________
Decisions about what product to make, how its packaged,
branding, and image are which marketing mix element?
How much customers are willing to spend for a product.
Name:
Marketing
TRAVEL AND TOURISM MARKETING MANAGEMENT
TEAM DECISION MAKING EVENT
SPECIFIC PERFORMANCE INDICATORS EVALUATED
Describe the nature of current economic problems.
Describe current issues and trends in the travel and tourism industry.
Describe the nature of target marketing in the travel and tourism industry.
Develop a marketing plan.
Determine services to provide customers.
Develop strategies to position a product/business.
Explain the role of promotion as a marketing function.
CASE STUDY SITUATION
You are to assume the roles of employees in the marketing department of COASTAL
AIRWAYS, a mid-size airline company. The airline’s general manager (judge) has asked
you to prepare a marketing plan.
COASTAL AIRWAYS, a family-owned airline, has been in business for 15 years. The
company specializes in flying to small cities along the coast where most major airlines
don’t fly. The airline has a fleet of 75 planes ranging from small prop planes up to its
biggest plane, a DC-9. The average daily passenger load is 1,500. The majority of
customers are vacationers, but business professionals are the fastest-growing segment.
While your traditional target market has been people looking for a good value for vacation
travel, both business travelers and those traveling for personal reasons have given the
airline high marks in customer satisfaction—COASTAL AIRWAYS has been one of the
highest-rated airlines for the past 10 years. COASTAL AIRWAYS is known for providing nofrills, on-time travel at a reasonable price. With its growth over the past several years,
COASTAL even offers a better selection of travel times to several destinations than those
of the major airlines.
Recent world events have put the travel industry as a whole into a downward spiral.
Many airline companies are operating fewer flights, and in some case even discontinuing
service on less-profitable routes, because they cannot get their flights filled. Because of
its slow growth over the years and its specific niche in the market, COASTAL AIRWAYS isn’t
feeling that squeeze yet. In fact, management has decided to add new daily flights for
their busiest routes, with the option to add even more, to accommodate the additional
demand of business travelers. COASTAL AIRWAYS is essentially filling the voids left by
airlines who have reduced their number of flights in anticipation of an increase in demand
back to previous levels, or even higher.
Name:
Marketing
COASTAL AIRWAYS is confident that it will remain a first choice for people traveling for
personal reasons, vacation or otherwise. It is just a matter of time, as people become
more comfortable again with air travel, before personal travel returns to previous levels.
Still, the largest area of growth opportunity is business travelers.
You know several characteristics of the average business traveler—business travelers
are more cost conscious than in the past, they look for convenience in travel schedules,
and they tend to be more brand loyal than personal travelers. The airline’s general
manager (judge) wants you to create a plan to attract the business travel market, while
at the same time maintaining the airline’s strong appeal to personal travelers. The plan
should include advertising and promotional strategies, as well as services offered to
customers.
You will present your marketing plan to the general manager (judge) in a meeting in
the office conference room. The general manager (judge) will begin the meeting by
greeting you and asking to hear your ideas. After you have presented your plan and
have answered the general manager’s (judge’s) questions, the general manager
(judge) will conclude the meeting by thanking you for your efforts.
Name:
Marketing
Standard 1 Day 4 LESSON OUTLINE
Objective:
• Understand the concept of market
segmentation.
• Define the term market segmentation.
• Understand the four methods used to
segment a market.
• Understand current demographic,
psychographic, and geographic trends
1. Complete the “Lecture Guide” using the “PowerPoint”
Presentation, the book, and your Instructor.
2. Complete each of the worksheets as they are presented in the
PowerPoint.
a. “Market Segmentation” Assignment
b. “Segmentation” Activity
c. “Vocabulary Review” Worksheet
d. Participate in the “SPORTS AND ENTERTAINMENT MARKETING”
DECA Role Play
e. “Test Review” Activity
3. Turn in your completed packet to your Instructor.
Name:
Marketing
Market Segmentation
Analyzing Markets
is a way of analyzing a market by
in order to create a
Types of Segmentation:
1. _
2. _
3. _
4. _
Demographics
that describe a population in terms of personal characteristics.
Demographics include:
1. ___
A. _
B. _
C. _
2. _
3. _
4. _
Psychographics -- Involves grouping people with
A.
Attitudes
B.
& Values
VALSTM is a
and
tool.
as well as
Name:
Marketing
Geographics – Segmentation based
A.
B.
C.
Behavioral Segmentation
•Looking at the
by consumers, shopping patterns, and
Market benefits, not
just the physical characteristics of a product
•Many businesses find that the
applies.
Mass Marketing Vs Segmentation
•Mass marketing
•_
as it once was.
marketing (the current trend) – markets are
extreme precision.
down and defined with
Name:
Marketing
MARKET SEGMENTATION ASSIGNMENT
Instructions: Using the four methods of segmentation (Demographic, Behavioral, Psychographics,
and Geographic) segment yourself into categories. When you are finished you will have your target
Market
Demographics:
Age
Income
Education
Gender
Occupation
Life stage
Behavioral/Rate of Use:
Benefits derived
Loyalty
Psychographic:
Life Styles Values
Interests
Geographic:
Region
State
City
Name:
Marketing
SEGMENTATION ACTIVITY
Pick five students in the class and complete a Customer Profile for each. Use the table below
and fill in each square.
Students
Name
Demographic
Information
Geographic
Information
Psychographic
Information
Product Benefit
Information
Name:
Marketing
Vocabulary Review
1. Dividing the total market into smaller groups of people by
analyzing a market by specific characteristics to define a target
market?
2. Statistics that describe a population in terms of personal
characteristics?
3. Involves information about the market with regards to shared
attitudes, lifestyle, and values?
4. Refers to segmentation based on political boundary or
climate?
5. Refers to segmentation based on the benefits desired by the
consumer?
.
6. For many businesses what Behavioral Segmentation rule
describes where most of its sales come from?
7. A market that has been narrowed down with extreme
precision?
8. In the U.S. which ethnic population has seen its number
declining?
9. What marketing tool is used to help define a consumer’s
psychographic?
10. What do we call a population’s views and personal attitudes
about health, fun, and living?
Name:
Marketing
SPORTS AND ENTERTAINMENT MARKETING
TEAM DECISION MAKING EVENT
SPECIFIC PERFORMANCE INDICATORS







Explain the nature of sport marketing.
Explain the concept of market and market identification.
Develop a marketing plan.
Explain advertising media used in the sport/event industries.
Describe the use of technology in the promotion function.
Write promotional messages that appeal to targeted markets.
Develop viral sport/event marketing strategies.
CASE STUDY SITUATION
You are to assume the roles of marketing managers for the SOUTH CITY STARS, a professional soccer
team. The owner of the SOUTH CITY STARS (judge) has asked you to develop a marketing strategy
and slogan to reach a target market.
Soccer spectators are actually consumers purchasing a service—the soccer game. The ultimate
business goal for a soccer team is to sell the maximum number of tickets, and other related sporting
items, to maximize profits. To continue to exist, a successful soccer franchise must make a profit for
investors, owners and sponsors. The oil that keeps the franchise running smoothly is the fans, who
provide most of the revenue. Soccer franchises, sponsors and advertisers are all dependent on the
goodwill of a team’s fans.
The owner (judge) believes that a largely ignored group of fans is the women who compose 30
percent of the team’s market. Research shows that today’s female consumers have more
purchasing power than ever, but traditional methods of marketing to stereotypes are failing. The
market research that you already conducted indicates that the SOUTH CITY STARS’ core market can
be described as follows:





18–34 years old
70% male; 30% female
technologically savvy
values innovation and emerging technologies
highly mobile
The owner (judge) has asked your team to develop a marketing strategy and slogan that will
effectively reach the team’s female fans. In an era where sponsorship revenues are decreasing and
television rights fees are also shrinking, your plan should include innovative media and
technologies, not just television.
You will present your strategy and slogan to the owner (judge) in a meeting to take place in the
conference room of the team’s headquarters. The owner (judge) will begin the meeting by greeting
you and asking to hear your ideas. After you have presented your strategies and slogan and have
answered the owner’s (judge’s) questions, the owner (judge) will conclude the meeting by thanking
you for your work.
Name:
Marketing
Test Review
1) Deciding how, where, and to whom products need to be sold to reach the Consumer is called __________.
A B C D
Ans: ________________________
2) A product that cannot be stored. It is generally considered to be in-tangible.
A B C D
Ans: ________________________
3) A product that can be stored. Generally considered to be tangible.
A B C D
Ans: ________________________
4) The Following is an Example of what Utility:
"I am not able to make it to the store before it closes each day. Fortunately, I can make my purchases online
with a bank card."
A B C D
Ans: ________________________
5) The Following is an Example of what Utility:
"I am planning a trip to Australia during winter break. It is now November and I cant find a swimming suit."
A B C D
Ans: ________________________
6) The Following is an Example of what Utility:
"I could either buy some pre-made brownies or buy the seperate ingredients and make them myself."
A B C D
Ans: ________________________
7) Activities that work together to get goods and services from producers to consumers
A B C D
Ans: ________________________
8) Getting the money necessary to operate a business
A B C D
Ans: ________________________
9) Getting information to make sound business decisions
A B C D
Ans: ________________________
10) Marketing adds Utility to products and services.
A B
Ans: ________________________
11) Which of the four P’s of marketing effects the Location and Transportation of the product?
A B C D
Ans: ________________________
12) What is the group that decides whether or not a business will survive?
A B C D
Ans: ________________________
13) Focus all marketing efforts on a specific group of customers.
A B C D
Ans: ________________________
14) Segmenting based on where people live.
A B C D
Ans: ________________________
15) Segmentation based on personal characteristics.
A B C D
Ans: ________________________
Name:
Marketing
16) Analyzing a market by specific characteristics to define a target market.
A B C D
Ans: ________________________
17) Segmentation based on lifestyles, attitudes, and values.
A B C D
Ans: ________________________
18) __________ are those people who actually use the product.
A B C D
Ans: ________________________
19) __________ are people who buy the product
A B C D
Ans: ________________________
20) A combination of four strategies that management uses to market a product and achive organizational
goals.
A B C D
Ans: ________________________
21) What do we call a population’s views and personal attitudes about health, fun, and living?
A B C D
Ans: ________________________
22) What is the term for the phrase "Companies sell what Customers want."
A B C D
Ans: ________________________
23) Which of the following are the Economic Benefits of Marketing?
A B C D
Ans: ________________________
24) Which Utility is a function of Production and not Marketing?
A B C D
Ans: ________________________
25) Concerning Behavioral Segmentation: Which rule is true for most businesses?
A B C D
Ans: ________________________