Download Section 5

Section 5
Week(s)_____
Planning Guide Sheets
Page 5-1
1.00
Or
Total days____
Describe classroom expectations/procedures
Overview of the major course outcomes
Overview of student organization
A
1.00
1.00
CUSTOMER/CLIENT/BUSINESS BEHAVIOR, MARKET PLANNING,
SELLING, FINANCIAL ANALYSIS, ECONOMICS, PRODUCT/SERVICE
MANAGEMENT, EMOTIONAL INTELLIGENCE, COMMUNICATION, AND
CUSTOMER RELATIONS.
Understand customer/client/business behavior and intermediate
marketing planning.
52%
Understand customer/client/business behavior and intermediate
marketing planning.
1.01 Understand marketing’s role and function in business to facilitate
economic exchanges with customers. (MK:002), (SUPPLEMENTAL)
1.02 Utilize critical-thinking skills to determine best options/outcomes.
(PD:019), (SUPPLEMENTAL)
1.03 Acquire foundational knowledge of customer/client/business behavior to
understand what motivates decision-making. (MK:014), (MK:019)
1.04 Employ marketing-information to develop a marketing plan. (MP:007),
(MP:008), (MP:013)
10%
Marketing Core (See section 3 for explanation)
Instructional
Area
MARKET PLANNING
Performance
Indicators
Explain the nature of marketing plans (MP:007, MP LAP 1) (SP)
Explain the role of situation analysis in the marketing planning process (MP:008)
(SP)
Explain the nature of sales forecasts (MP:013) (SP)
10%
0%
0%
5%
5%
Section 5
Planning Guide Sheets
Page 5-2
1.01
(SUPPLEMENTAL)
Understand marketing’s role and function in
business to facilitate economic exchanges with
customers. (MK:002),
Knowledge/
Skill
Statement
Performance
Element
Understands the tools, techniques, and systems that businesses use to create
exchanges and satisfy organizational objectives
Performance
Indicator
Describe marketing functions and related activities (MK:002, MK LAP 1) –
REVIEW (SUPPLEMENTAL)
Level
Career-sustaining
SCANS
Information 5; Systems 15; Thinking Skills 12
21st Century
Skills
Critical Thinking and Problem Solving Skills 1, 3
Objectives
Instructional Area 1:
a. Define the following terms: channel management,
marketing-information management, pricing, product/service management,
promotion, and selling.
Instructional Area 2:
b. Explain the purposes of each marketing function.
Instructional Area 3:
c. Describe the importance of each marketing function
to marketing.
d. Explain the interrelationships among marketing functions.
Sample
Activity
Make a list of all of the goods and services that you have used in the past 24
hours, and respond to the following questions:
Instructional Area 4:
a. How did you come to use these goods/services?
Instructional Area 5:
b. How did you find out about these goods/services?
Instructional Area 6:
c. Where did you obtain these goods/services?
Instructional Area 7:
d. How much did these goods/services cost?
Understand marketing’s role and function in business to facilitate economic
exchanges with customers.
Resources
LAP
Marketing Education Resource Center. (2006). Work the big six (Marketing
functions) [LAP: MK-001]. Columbus, OH: Author.
Marketing Education Resource Center. (2006). Work the big six (Marketing
functions): Instructor copy [LAP: MK-001]. Columbus, OH: Author.
Textbooks
Boone, G., & Kurtz, D.L. (2009). Contemporary marketing 2009 (pp. 23-24).
Mason, OH: South-Western Cengage Learning.
Burrow, J.L. (2006). Marketing (2nd ed.) [pp. 6-8, 473]. Mason, OH:
Thomson/South-Western.
Clark, B., Sobel, J., & Basteri, C.G. (2010). Marketing dynamics: Teacher’s
edition (2nd ed.) [pp. 46-48]. Tinley Park, IL: Goodheart-Willcox Company,
Inc.
Section 5
Planning Guide Sheets
Page 5-3
Dlabay, L.R., Burrow, J.L., & Kleindl, B. (2009). Intro to business (7th ed.) [pp.
236-238]. Mason, OH: South-Western Cengage Learning.
Farese, L.S.; Kimbrell, G.; & Woloszyk, C.A. (2009). Marketing essentials (pp. 47). Woodland Hills, CA: Glencoe/McGraw-Hill.
Ivancevich, J. M., & Duening, T. N. (2007). Business principles, guidelines, and
practices (2nd ed.) [p. 371]. Mason, OH: Thomson.
Workbooks/
Manuals
Burrow, J.L. (2003). Marketing: Business 2000 (pp. 5-6, 35-36, 88-89, 110, 117,
132-133, 140-144). Mason, OH: South-Western/Thomson Learning.
Software/
Online
Business Technology Curriculum. (n.d.). International marketing. Retrieved May
2, 2011, from
http://www.educ.uidaho.edu/bustech/International_Business/Advance/mark
eting.htm
KnowThis.com. (1998-2011). Distribution decisions. Retrieved May 2, 2011, from
http://www.knowthis.com/tutorials/principles-of-marketing/distributiondecisions.htm
KnowThis.com. (1998-2011). Managing products. Retrieved May 2, 2011, from
http://www.knowthis.com/tutorials/principles-of-marketing/managingproducts.htm
KnowThis.com. (1998-2011). Marketing research. Retrieved May 2, 2011, from
http://www.knowthis.com/tutorials/principles-of-marketing/marketingresearch.htm
KnowThis.com. (1998-2011). Personal selling. Retrieved May 2, 2011, from
http://www.knowthis.com/tutorials/principles-of-marketing/personalselling.htm
KnowThis.com. (1998-2011). Pricing decisions. Retrieved May 2, 2011, from
http://www.knowthis.com/tutorials/principles-of-marketing/pricingdecisions.htm
KnowThis.com. (1998-2011). Promotion decisions. Retrieved May 2, 2011, from
http://www.knowthis.com/tutorials/principles-of-marketing/promotiondecisions.htm
Mccormack, R. W. (2011). Functions of marketing - market and marketing
philosophies. Retrieved May 2, 2011, from
http://ezinearticles.com/?Functions-of-Marketing---Market-and-Marketing-Philosophies&id=3681188
Marketing basics. (n.d.). Retrieved May 2, 2011, from
www.mjsd.k12.wi.us/mhs/depts/business/teachers/bruechert/documents/Ma
rketingBasics1.ppt
Marketing Education Resource Center. (2006). Work the big six (Marketing
functions) [LAP: MK-001: Presentation Software]. Columbus, OH: Author.
Section 5
Key Points
Briefing: Marketing Functions
Page 5-4
Define marketing.
In 2007, the American Marketing Association updated its marketing definition to
“the activity, set of institutions, and processes for creating, communicating,
delivering, and exchanging offerings that have value for customers, clients,
partners, and society at large.”
Explain that marketing is composed of six interrelated activities that must
work together to get goods and services from producers to customers.
Explain that the six marketing functions must work together to attract target
customers to the business.
Describe the six marketing functions.
1. Channel management involves identifying, selecting, monitoring, and evaluating
sales channels
2. Marketing-information management involves gathering, accessing,
synthesizing, evaluating, and disseminating information.
3. Pricing involves determining and adjusting prices to maximize return and meet
customers’ perceptions of value.
4. Product/Service management involves obtaining, developing, maintaining, and
improving a product or service mix in response to market opportunities.
5. Promotion involves communicating information about goods, services, images,
and/or ideas to achieve a desired outcome.
6. Selling involves determining client needs and wants and responding through
planned, personalized communication that influences purchase decisions and
enhances future business opportunities.
Discuss the importance of each marketing function.
1. Channel management
a. Determines who will offer products and where they will be offered
b. Develops relationships with channel members
c. Assesses quality of vendor performance
2. Marketing-information management
a. Provides data that can be used for business decision-making
b. Provides data about effectiveness of marketing efforts
c. Provides data about customer satisfaction, customer loyalty, needs, and
wants
3. Pricing
a. Establishes products’ prices
b. Determines whether prices need to be adjusted
c. Sets policies and objectives for prices
4. Product/service management
a. Helps to determine which products a business will offer and in what
quantities
b. Aids in determining and developing a company’s/product’s image
c. Provides direction for other marketing activities based on changes in a
product’s life cycle
Section 5
Briefing: Marketing Functions
5. Promotion
a. Reminds customers about products/businesses
b. Informs customers about products/businesses
c. Persuades customers about products/businesses
6. Selling
a. Creates a following of loyal customers
b Completes the exchange transaction
c. Provides services for customers
Page 5-5
Section 5
Planning Guide Sheets
Page 5-6
1.02 (SUPPLEMENTAL) Utilize critical-thinking
skills to determine best options/outcomes.
(PD:019),
Knowledge/
Skill
Statement
Understands concepts, tools, and strategies used to explore, obtain, and
develop in a business career
Performance
Element
Utilize critical-thinking skills to determine best options/outcomes.
Performance
Indicator
Use time-management skills (PD:019, OP LAP 1) (SUPPLEMENTAL)
Level
Specialist
SCANS
Information 5; Thinking Skills 8-9,12; Personal Qualities 13,16
21st Century
Skills
Productivity & Accountability 1; Initiative & Self-Direction 4,5
Objectives
a.
b.
c.
d.
e.
f.
Performance
Activity
Define the terms time management, stress, procrastination, free time,
weekly master list, to do list, and ABC principle.
Identify the characteristics of time.
List benefits of time management.
Describe ways to manage time.
Explain the time-management process.
Use time-management principles.
Ask students to keep a log of their school, work, and leisure activities for one
week. Tell them to evaluate the activities to determine how they thought they
spent their time and how they want to spend their time. Have them develop at
least two time-management goals identified from their analyses.
Resources
LAP
Marketing Education Resource Center. (2005). About time! [LAP: QS-021].
Columbus, OH: Author.
Marketing Education Resource Center. (2005). About time! Instructor copy
[LAP: QS-021]. Columbus, OH: Author.
Marketing Education Resource Center. (2006). About time! (Time
management in business) [LAP: OP-001]. Columbus, OH: Author.
Marketing Education Resource Center. (2006). About time! (Time
management in business): Instructor copy [LAP: OP-001]. Columbus,
OH: Author.
Textbooks
Clark, B., Sobel, J., & Basteri, C.G. (2010). Marketing dynamics: Teacher’s
edition (2nd ed.) [pp. 722-724]. Tinley Park, IL: Goodheart-Willcox
Company, Inc. Dalton, M., Hoyle, D.G., & Watts, M.W. (2006). Human
relations (3rd ed.) [pp. 493-499]. Mason, OH: South-Western Cengage
Learning.
DuBrin, A. (2009). Essentials of management: Instructor’s edition (8th ed.)
Section 5
Planning Guide Sheets
Page 5-7
[pp.195, 547-548, 580-529]. Mason, OH: South-Western Cengage
Learning.
Farese, L. S., Kimbrell, G., & Woloszyk, C. A. (2009). Marketing essentials (p.
219). Woodland Hills, CA: Glencoe/McGraw-Hill.
Kimbrell, G., & Vineyard, B.S. (2006). Succeeding in the world of work (pp.
356-364). New York: Glencoe/McGraw-Hill.
Lussier, R.N. (2008). Human relations in organizations: Applications and skill
building (7th ed.) [pp. 114-128]. New York: McGraw-Hill Irwin.
Wallace, H.R., & Masters, L.A. (2006). Personal development for life & work
(9th ed.) [pp. 300-303, 313]. Mason, OH: South-Western Cengage
Learning.
Software/
Online
Bnet. (2007, March 12). Managing your time. Retrieved May 29, 2011, from
http://www.bnet.com/article/managing-your-time/55142
Clark, D. (2010, June). Time management and leadership. Retrieved May 24,
2011, from http://www.nwlink.com/~donclark/leader/leadtime.html
Cramm, S. (2004, August 17). It’s never too late for time management.
Retrieved May 29, 2011, from http://www.itworldcanada.com/news/itsnever-too-late-for-time-management/116527-pg2
Marketing Education Resource Center. (2005). About time! [LAP: QS-021:
Presentation Software]. Columbus, OH: Author.
Marketing Education Resource Center. (2006). About time! (Time
management in business) [LAP: OP-001: Presentation Software].
Columbus, OH: Author.
Mind Tools. (n.d.). Time management skills. Retrieved May 24, 2011, from
http://www.mindtools.com/pages/article/newHTE_00.htm
Mind Tools. (n.d.). To-do lists. Retrieved May 24, 2011, from
http://www.mindtools.com/pages/article/newHTE_05.htm
Ward, S. (2011). 11 time management tips. Retrieved May 24, 2011, from
http://sbinfocanada.about.com/cs/timemanagement/a/timemgttips.htm
Section 5
Planning Guide Sheets
Page 5-8
1.03 (A) Explain factors that influence
customer/client/business buying behavior
(MK:014)
Knowledge/
Skill
Statement
Understands the tools, techniques, and systems that businesses use to
create exchanges and satisfy organizational objectives
Performance
Element
Acquire foundational knowledge of customer/client/business behavior to
understand what motivates decision-making.
Performance
Indicator
Explain factors that influence customer/client/business buying behavior
(MK:014)
Level
Specialist
SCANS
Information 5, Interpersonal 14, Systems 15, Basic Skills 5
21st Century
Skills
Global Awareness 3; Critical Thinking & Problem Solving 3
Objectives
a.
b.
c.
d.
e.
f.
g.
h.
i.
j.
k.
l.
m.
Performance
Activity
Resources
Define the following terms: behavior, perception, drive, cues, attitudes,
beliefs, expectations,
Discuss the role that needs and wants play in behavior.
Explain the selective processes that consumers use to respond to
stimuli.
Distinguish between attitudes and beliefs.
Explain how cultural influences affect consumer behavior.
Describe how social influences impact consumer behavior.
Discuss how a person’s individual differences impact consumer
behavior.
Explain how psychological influences impact consumer behavior.
Discuss situational influences that impact consumer behavior.
Describe ways that final consumer behavior differs from that of business
customers.
Explain how environmental influences affect business-customers’
behavior.
Discuss how organizational influences affect business-customers’
behavior.
Explain why marketers attempt to satisfy both a company’s needs and
those of individuals when working with business customers.
Have students contact a business partner to find out who the person’s target
market is and what factors s/he feels impacts the buying behavior of that
target market. Encourage students to focus the discussion on cultural
influences, social influences, environmental influences, and organizational
influences. Have students discuss their findings with a small group of three
other students in the class. Ask the groups to compare similarities and
differences among their findings, developing a rationale for those findings.
Section 5
Planning Guide Sheets
Page 5-9
Textbooks
Boone, G., & Kurtz, D.L. (2009). Contemporary marketing 2009 (pp. 158170). Mason, OH: South-Western Cengage Learning.
Bovée, C. L., & Thill, J.V. (2008). Business in action (4th ed.) [pp. 222-224].
Upper Saddle River, NJ: Pearson Prentice Hall.
Burrow, J.L. (2006). Marketing (2nd ed.) [pp.146-155]. Mason, OH:
Thomson/South-Western.
Clark, B., Sobel, J., & Basteri, C.G. (2010). Marketing dynamics: Teacher’s
edition (2nd ed.) [pp. 205-212, 215-221]. Tinley Park, IL: GoodheartWillcox Company, Inc.
Etzel, M.J.; Walker. B.J.; & Stanton, W.J. (2007). Marketing (14th ed.) [pp. 96107, 130, 131-136]. Burr Ridge, IL: McGraw-Hill Irwin.
Farese, L. S., Kimbrell, G., & Woloszyk, C. A. (2009). Marketing essentials
(pp. 28-29, 31-32, 263, 743). Woodland Hills, CA: Glencoe/McGraw-Hill.
Grewal, D. & Levy, M. (2008). Marketing (pp. 132-143, 159-166). New York:
McGraw-Hill Irwin.
Kotler, P. & Armstrong, G. (2008). Principles of Marketing (12th ed.) [pp. 130145, 162-163, 167-169]. Upper Saddle River: NJ: Prentice-Hall.
Lamb, C.W., Jr.; Hair, J.F., Jr.; & McDaniel, C. (2003). Essentials of
marketing (3rd ed.) [pp. 110-115]. Mason, OH: South-Western.
Perreault, W.D., Jr.; Cannon, J.P.; & McCarthy, E.J. (2008). Basic marketing:
A marketing strategy planning approach (16th ed.) [pp. 152-168, 178-186].
Burr Ridge, IL: McGraw-Hill Irwin.
Software/
Online
Buzzle. (2011). Consumer buying behavior, key determining factors, four m
and 8f. Retrieved May 24, 2011, from
http://www.buzzle.com/articles/consumer-buying-behavior-keydetermining-factors-four-m-and-8f.html
Chapter 6 class notes: What is consumer buying behavior? (n.d.). Retrieved
May 24, 2011, from http://www.udel.edu/alex/chapt6.html
Difference Between. (2011). Difference between values and beliefs. Retrieved
May 24, 2011, from
http://www.differencebetween.net/language/difference-between-valuesand-beliefs/
Falkow, S. (2011). Social media affecting BtoB buying behavior. Retrieved
May 24, 2011, from http://www.proactivereport.com/c/research/socialmedia-affecting-btob-buying-behavior/
KnowThis.com. (1998-2011). Business buying behavior. Retrieved May 24,
2011, from http://www.knowthis.com/principles-of-marketingtutorials/business-buying-behavior/
KnowThis.com. (1998-2011). Consumer buying behavior. Retrieved May 24,
2011, from http://www.knowthis.com/principles-of-marketingtutorials/consumer-buying-behavior/
Perner, L. (1999-2010). Consumer behavior: The psychology of marketing.
Retrieved May 24, 2011, from http://www.consumerpsychologist.com/
SlideShare. (2011). Consumer markets and consumer buying behavior:
Chapter 5. Retrieved May 24, 2011, from
http://www.slideshare.net/mehmetcihangir/consumer-markets-andconsumer-buyer-behavior-presentation
Section 5
Planning Guide Sheets
Page 5-10
1.03 (B) Demonstrate connections between
company actions and results (e.g., influencing
consumer buying behavior, gaining market share,
etc.) (MK:019, MK LAP 3)
Knowledge/
Skill
Statement
Understands the tools, techniques, and systems that businesses use to create
exchanges and satisfy organizational objectives
Performance
Element
Acquire foundational knowledge of customer/client/business behavior to
understand what motivates decision-making.
Performance
Indicator
Demonstrate connections between company actions and results (e.g.,
influencing consumer buying behavior, gaining market share, etc.) (MK:019,
MK LAP 3)
Level
Specialist
SCANS
Information 5; Systems 15
21st Century
Skills
Leadership & Responsibility 3,4; Critical Thinking & Problem Solving 3; Social
& Cross-Cultural Skills 1,2,3
Objectives
a.
b.
c.
d.
e.
f.
g.
h.
i.
j.
k.
l.
m.
n.
o.
Identify actions that companies can take to contribute to their success.
Explain the importance of aligning company activities and strategies with
business goals.
Discuss the need for businesses to provide proper employee training.
Describe the importance of protecting the business’s reputation.
Identify ways that businesses protect their reputations.
Explain the importance of honest, clear communication within and outside
the business.
Discuss the need to provide excellent customer service for business
success.
Identify touch-point situations that can contribute to business success.
Describe the need to use both rational and emotional motivation to close
sales.
Explain how demonstrating corporate responsibility contributes to
company success.
Identify ways that businesses can demonstrate corporate responsibility.
Discuss the results businesses may achieve from taking positive actions
(e.g., increased efficiency, brand value, market share, and customer
loyalty; and an enhanced business reputation).
Explain negative company actions that businesses should strive to avoid
(e.g., not keeping promises, delivering low-quality goods and services,
using high-pressure sales techniques, acting unethically, responding
inappropriately to crises, failing to provide what customers want).
Describe negative consequences that may result from businesses’
negative actions.
Distinguish between customer satisfaction and customer loyalty.
Section 5
Performance
Activity
Planning Guide Sheets
Page 5-11
Divide the class into groups of three or four students each. Ask each group to
choose a local business it wants to learn more about. Explain that the groups
should determine what positive and negative actions the business has taken
and what results have occurred. Tell the groups to gather information through
Internet research and by interviewing the owner or a manager of the business.
Ask the groups to present their findings to the class. Ask the class what
conclusions they can draw from the business actions.
Resources
LAP
Marketing Education Resource Center (2008). Just do it . . . Right (Company
actions and results) [LAP: MK-003]. Columbus, OH: Author.
Marketing Education Resource Center (2008). Just do it . . . Right (Company
actions and results): Instructor copy [LAP: MK-003]. Columbus, OH:
Author.
Textbooks
Boone, G., & Kurtz, D.L. (2009). Contemporary marketing 2009 (pp. 52-53,
100-103, 314-328, 359-360, 367-368, 496-498, 602-603). Mason, OH:
South-Western Cengage Learning.
Burrow, J.L. (2006). Marketing (2nd ed.) [pp. 34-38, 68, 174, 350, 412-413,
414, 518-520, 534, 590-591]. Mason, OH: Thomson/South-Western.
Clark, B., Sobel, J., & Basteri, C.G. (2010). Marketing dynamics: Teacher’s
edition (2nd ed.) [pp. 45, 66, 70-71, 294, 402, 623-627]. Tinley Park, IL:
Goodheart-Willcox Company, Inc.
Clow, K.E, & Baack, D. (2010). Integrated advertising, promotion, and
marketing communications (4th ed.) [pp. 360-367]. Upper Saddle River,
NJ: Prentice Hall.
Farese, L. S., Kimbrell, G., & Woloszyk, C. A. (2009). Marketing essentials (pp.
5, 134, 226, 266, 270, 323-325, 367, 374-375, 528-530, 600, 640, 771).
Woodland Hills, CA: Glencoe/McGraw-Hill.
Kotler, P. & Armstrong, G. (2008). Principles of Marketing (12th ed.) [pp. 6-22,
112-113, 441-442, 459-460]. Upper Saddle River: NJ: Prentice-Hall.
Workbooks/
Manuals
Odgers, P. (2004). The world of customer service (pp. 20-27, 190-194).
Mason, OH: South-Western.
Software/
Online
Ad Age. (2010, January 27). Why corporate success depends on ‘invincible’
employees. Retrieved May 24, 2011, from http://www.corporateleaders.com/index.cfm/page:provider-leaders/id:why-corporate-successdepends-on-invincible-employees
Cheyney, S. (2008, June 18). 5 ways to ruin your industry reputation.
Retrieved May 24, 2011, from
http://www.imediaconnection.com/content/19698.imc
eHow. (1999-2011). How to manage a company’s reputation. Retrieved May
24, 2011, from http://www.ehow.com/how_2103121_manage-companysreputation.html
Helium. (2009). Good examples of corporate social responsibility. Retrieved
May 24, 2011, from http://www.helium.com/knowledge/223938-goodexamples-of-corporate-social-responsibility
Marketing Education Resource Center. (2008). Just do it . . . Right (Company
actions and results) [LAP: MK-003: Presentation Software]. Columbus,
OH: Author.
MCorp Consulting. (2009). Touchpoints: A customer experience story.
Retrieved May 24, 2011, from
Section 5
Planning Guide Sheets
Page 5-12
http://www.slideshare.net/Michael_Hinshaw/touchpoints-a-customerexperience-story-mcorp-consulting
Salisbury, B. R. (2011). Five key ways to protect your company's reputation.
Retrieved May 24, 2011, from http://ezinearticles.com/?Five-Key-Ways-toProtect-Your-Companys-Reputation&id=2126765
Section 5
Planning Guide Sheets
Page 5-13
1.04 (A) Explain the nature of marketing plans
(MP:007, MP LAP 1)
Knowledge/
Skill
Statement
Understands the concepts and strategies utilized to determine and target
marketing strategies to a select audience
Performance
Element
Employ marketing-information to develop a marketing plan.
Performance
Indicator
Explain the nature of marketing plans (MP:007, MP LAP 1)
Level
Specialist
SCANS
Information 5-8; Systems 15; Basic Skills 1-2, 5-6; Thinking Skills 8-9, 12
21st Century
Skills
Critical Thinking and Problem Solving Skills 1, 3; Communication &
Collaboration 1
Objectives
a.
b.
c.
d.
Performance
Activity
Search the Internet to locate an example of a marketing plan that you would
like for students to evaluate. Make a copy of the marketing plan for each
student. Organize the class into small groups of three or four students each.
Ask them to analyze the components of the marketing plan that you provide
and to determine its strengths and weaknesses. Ask each group to record
their recommendations of ways to improve the plan. Have the groups submit
their recommendations to you.
Define the terms marketing plan, situation analysis.
Explain the benefits associated with having a marketing plan.
Identify the components of marketing plans.
Describe the purpose of each component of the marketing plan.
Resources
LAPs
MBAResearch and Curriculum Center. (2011). A winning plan (Nature of
marketing plans) [LAP: MP-001]. Columbus, OH: Author.
MBAResearch and Curriculum Center. (2011). A winning plan (Nature of
marketing plans): Instructor copy [LAP: MP-001]. Columbus, OH: Author.
Textbooks
Allen, K.R. & Meyer, E.C. (2006). Entrepreneurship and small business
management (pp. 206-215). Woodland Hills, CA: McGraw-Hill/Glencoe.
Boone, G., & Kurtz, D.L. (2009). Contemporary marketing 2009 (pp. 60-73).
Mason, OH: South-Western Cengage Learning.
Burrow, J.L. (2006). Marketing (2nd ed.) [pp. 238-240]. Mason, OH:
Thomson/South-Western.
Clark, B., Sobel, J., & Basteri, C.G. (2010). Marketing dynamics: Teacher’s
edition (2nd ed.) [pp. 25-26, 61, 748]. Tinley Park, IL: Goodheart-Willcox
Company, Inc.
Etzel, M.J.; Walker, B.J.; & Stanton, W.J. (2007). Marketing (14th ed.)
[pp. 563-567]. New York: McGraw-Hill/Irwin.
Farese, L.S.; Kimbrell, G.; & Woloszyk, C.A. (2006). Marketing essentials (pp.
Section 5
Planning Guide Sheets
Page 5-14
32-36). Woodland Hills, CA: Glencoe/McGraw-Hill.
Longenecker, J.G., Moore, C.W., Petty, J.W., & Palich, L.E. (2006). Small
business management: An entrepreneurial emphasis (13th ed.) [pp.130,
140-161]. Mason, OH: Thomson South-Western.
Perreault, W.D., Jr.; Cannon, J.P.; & McCarthy, E.J. (2008). Basic marketing:
Marketing strategy planning approach (16th ed.) [pp.41-43, 215-218, 588592]. New York: McGraw-Hill/Irwin.
Software/
Online
Basic elements of a marketing plan. (n.d.). Retrieved May 24, 2011, from
http://www.nmsbdc.org/pdf/serv-marketingplan.pdf
Entrepreneur.com. (n.d.). How to create a marketing plan. Retrieved May 24,
2011, from
http://www.entrepreneur.com/marketing/marketingbasics/marketingplan/a
rticle43018.html
Introduction to Marketing Planning. (n.d.). Retrieved May 24, 2011, from
http://classes.bus.oregonstate.edu/Summer05/ba499/elton/CourseMaterials/Introduction%20to%20Marketing%20Pla
nning.ppt
KnowThis.Com. (1998-2011). How to write a marketing plan. Retrieved May
24, 2011, from http://www.knowthis.com/tutorials/principles-ofmarketing/how-to-write-a-marketing-plan.htm
Margarit, A. (2011). Elements in the situational analysis. Retrieved May 24,
2011, from
http://marketing.about.com/od/marketingplanandstrategy/a/situationanaly
s.htm
Marketing Teacher. (2000-2011). Marketing plans—Lesson. Retrieved May
24, 2011, from
http://marketingteacher.com/Lessons/lesson_marketing_plan.htm
Mazzara, G. (2003, March 18). Why do we need a marketing plan anyway?
Retrieved May 24, 2011, from
http://www.marketingprofs.com/3/mazzara1.asp?sp=1#split
MBAResearch and Curriculum Center. (2011). A winning plan (Nature of
marketing plans) [LAP: MP-001: Presentation Software]. Columbus, OH:
Author.
Mplans.com. (1996-2011). Sample marketing plans. Retrieved May 24, 2011,
from http://www.mplans.com/spm/index.cfm?a=mc
Obringer, L.A. (1998-2011). How marketing plans work. Retrieved May 24,
2011, from http://money.howstuffworks.com/marketing-plan9.htm
Palo Alto Software. (1998-2011). Sample marketing plan. Retrieved May 24,
2011, from
http://www.morebusiness.com/templates_worksheets/bplans/printpre.brc
QuickMBA. (1999-2010). Marketing plan outline. Retrieved May 24, 2011,
from http://www.quickmba.com/marketing/plan/
SBA Jumpstart (2007, January 30). Marketing plans. Retrieved May 29, 2011,
from http://www.sbajumpstart.com/index.cfm?page=marketingplans.cfm
Section 5
1.00 Briefing: Nature of Marketing Plans (cont’d)
Page 5-15
Key Points
Define the term marketing plan.
 A written document that specifies how, where, and to whom a business plans to
market its product(s) and/or brand(s).
 A small business typically creates a one-year marketing plan.
 Larger business may develop five-year marketing plans.
 A marketing plan may be part of a more comprehensive business plan.
Explain benefits associated with having a marketing plan.
 Can help to define a business and its goals
 Can serve as a roadmap to guide business actions and decision-making
 Can help a business to focus on its target market
 Can act as a measuring stick against which to measure business performance
 Can unite business employees toward common goals and make employees feel
like part of a cohesive team
 Captures people’s thoughts and ideas in writing
Identify the components of a marketing plan.
 Executive Summary
 Situation Analysis
 Marketing Goals and Objectives
 Marketing Strategies
 Implementation Plan
 Evaluation and Control
Describe the purposes of each marketing-plan component:
Executive summary
The executive summary contains a brief overview of the marketing plan. It focuses
only on the most important points of the plan.
Situation analysis
The situation analysis is an assessment of where the organization currently stands
both internally and externally. To develop this assessment, much analysis must be
done: an external analysis, a customer analysis, an internal analysis, and a SWOT
analysis. The organization’s product(s), target markets, distribution channels,
competitors, finances, strengths, weaknesses, opportunities, and threats must all
be considered.
Marketing goals and objectives
The marketing goals define what the business hopes to accomplish. The marketing
objectives, which should be measurable and specific, spell out how to meet those
goals.
Marketing strategies section
The marketing strategies component of the marketing plan provides detailed
information about the organization’s target markets and planned marketing mix
(product, price, place, and promotion).
Implementation plan
The implementation plan explains what the company must do to accomplish its
goals and objectives. More specifically, the implementation plan should note the
time, personnel, actions, and financial resources needed to reach these company
goals and objectives.
Section 5
1.00 Briefing: Nature of Marketing Plans (cont’d)
Page 5-16
Evaluation and control section
The evaluation and control section contains performance standards against which
to measure the marketing plan and company performance. This section also
provides information on what actions should be taken if the marketing goals and
objectives are not met.
Section 5
1.00 Briefing: Nature of Marketing Plans (cont’d)
Page 5-17
1.04 (B) role of situation analysis in the marketing
planning process (MP:008)
Knowledge/
Skill
Statement
Understands the concepts and strategies utilized to determine and target
marketing strategies to a select audience
Performance
Element
Employ marketing-information to develop a marketing plan.
Performance
Indicator
Explain the role of situation analysis in the marketing planning process
(MP:008)
Level
Specialist
SCANS
Information 5-8; Systems 15; Basic Skills 1-2,5-6; Thinking Skills 9,12
21st Century
Skills
Critical Thinking and Problem Solving Skills 1, 3; Communication &
Collaboration 1
Objectives
a. Define the terms business opportunity, business threat, business
environment, economic development, technological change, economic
change, environmental scanning, and environmental monitoring.
b. Explain how environmental threats for one company can represent
opportunities for another company.
c. Discuss the purpose of environmental scanning and monitoring in
situation analysis.
d. Explain why businesses should evaluate their internal environments in
the context of changes occurring in their external environments.
Performance
Activity
Ask students to each identify a business that they would be interested in
opening in their community and to determine the factors that should be
considered in its situation analysis. Have students discuss their ideas with a
small group of students.
Resources
Textbooks
Boone, G., & Kurtz, D.L. (2009). Contemporary marketing 2009 (p. 50, 64-65,
68-69). Mason, OH: South-Western Cengage Learning.
Burrow, J.L. (2006). Marketing (2nd ed.) [pp. 519, 599]. Mason, OH:
Thomson/South-Western.
Etzel, M.J., Walker, B.J. & Stanton, W.J. (2007). Marketing (14th ed.)
[p. 564]. New York: McGraw-Hill/Irwin.
Farese, L.S., Kimball, G., & Woloszyk, C.A. (2006). Marketing essentials (pp.
26-35). Woodland Hills, CA: Glencoe/McGraw-Hill.
Grewal, D. & Levy, M. (2008). Marketing (pp. 35-36, 86-106). New
York:McGraw-Hill Irwin.
Longenecker, J.G., Moore, C.W., Petty, J.W., & Palich, L.E. (2006). Small
business management: An entrepreneurial emphasis (13th ed.) [pp. 5661]. Mason, OH: Thomson South-Western.
Section 5
1.00 Briefing: Nature of Marketing Plans (cont’d)
Page 5-18
Perreault, W.D., Jr., Cannon, J.P. & McCarthy, E.J. (2008). Basic marketing:
Marketing strategy planning approach (16th ed.) [pp. 215-218]. New York:
McGraw-Hill/Irwin.
Software/
Online
Bacal, R. (2002-2010). What is an environmental scan? Retrieved May 26,
2011, from http://work911.com/planningmaster/faq/scan.htm
Business Owner’s Toolkit. (2011). Events outside your control. Retrieved May
26, 2011, from
http://www.toolkit.com/small_business_guide/sbg.aspx?nid=P02_4360
Business Owner’s Toolkit. (2011). Situation analysis. Retrieved May 26, 2011,
from
http://www.toolkit.com/small_business_guide/sbg.aspx?nid=P03_8020
Dubo, J. (2011). Turning business threats into opportunities. Retrieved May
26, 2011, from http://www.submityourarticle.com/articles/J-Dubo1061/Business-Threats-7127.php
KnowThis.com. (1998-2011). Situational analysis. Retrieved May 26, 2011,
from http://www.knowthis.com/tutorials/principles-of-marketing/how-towrite-a-marketing-plan/2.htm
Margarit, A. (2011). Elements in the situational analysis. Retrieved May 26,
2011, from
http://marketing.about.com/od/marketingplanandstrategy/a/situationanaly
s.htm
McGraw-Hill/Irwin. (n.d.). Marketing plan outline. Retrieved May 26, 2011,
from www.workz.com/formz/MH-marketing-plan-notes.doc
U.S. Small Business Administration. (n.d.). Marketing plan components: A
snapshot of your current situation. Retrieved May 26, 2011, from
http://www.sba.gov/smallbusinessplanner/manage/marketandprice/serv_c
urrentsituation.html
Section 5
1.00 Briefing: Nature of Marketing Plans (cont’d)
Page 5-19
1.04 (C) nature of sales forecasts (MP:013)
Knowledge/
Skill
Statement
Understands the concepts, systems, and tools needed to gather, access,
synthesize, evaluate, and disseminate information for use in making business
decisions
Performance
Element
Employ marketing-information to develop a marketing plan.
Performance
Indicator
Explain the nature of sales forecasts (MP:013)
Level
Specialist
SCANS
Resources 2; Information 5-8; Systems 15; Basic Skills 1-3,5-6; Thinking
Skills 8-9,12
21st Century
Skills
Critical Thinking & Problem Solving 1,2,3,4,5; Information Literacy 1
Objectives
a. Define the following terms: sales forecast, qualitative forecasting, and
quantitative forecasting.
b. Identify items/factors for which sales forecasts can be used.
c. Discuss the time frame of sales forecasts.
d. Explain factors affecting how far ahead a business should predict sales.
e. Distinguish between qualitative and quantitative forecasting methods.
f. Describe factors affecting the sales forecast.
g. Explain business activities in which sales forecast information is used as
a planning tool.
h. Explain reasons that not all businesses use sales forecasts.
Performance
Activity
Tell students to imagine that they will be purchasing a toy store located in the
local mall during the month of November. The existing owner has told them
that their holiday sales forecast will be affected by the need to hire additional
personnel, the competition from another toy store in the mall, the increased
disposable income of customers, and the high demand for a hot new toy. Ask
students to determine if each of these changes is external or internal and to
predict whether each change will increase or decrease the sales forecast
amount. Team students up in pairs, and ask that students explain their
reasoning to the teammate.
Resources
Textbooks
Boone, G., & Kurtz, D.L. (2009). Contemporary marketing 2009 (pp. 267270). Mason, OH: South-Western Cengage Learning.
Burrow, J.L. (2006). Marketing (2nd ed.) [pp. 538-539]. Mason, OH:
Thomson/South-Western.
Clark, B., Sobel, J., & Basteri, C.G. (2010). Marketing dynamics: Teacher’s
edition (2nd ed.) [pp. 235, 244-245, 765]. Tinley Park, IL: GoodheartWillcox Company, Inc.
Etzel, M.J., Walker, B.J., & Stanton, W.J. (2007). Marketing (14th ed.) [pp.
161-164, 186, 251].Boston: McGraw-Hill/Irwin
Section 5
1.00 Briefing: Nature of Marketing Plans (cont’d)
Page 5-20
Farese, L. S., Kimbrell, G., & Woloszyk, C. A. (2009). Marketing essentials
(pp. 35, 599-600, 765, 767). Woodland Hills, CA: Glencoe/McGraw-Hill.
Perreault, W. D., Cannon, J. P., & McCarthy, E. J. (2008). Basic marketing: A
marketing strategy planning approach (16th ed.) [ pp. 579-587]. Boston:
McGraw-Hill/Irwin.
Spiro, R.L., Rich, G.A., & Stanton, W.J. (2008). Management of a sales force
(12th ed.) [pp. 359-368]. New York, McGraw-Hill Irwin.
Tanner, J.F.; Honeycutt, E.D.; & Erffmeyer, R.C. (2009). Sales management:
Shaping future sales leaders (pp. 301-309). Upper Saddle River, NJ:
Prentice Hall.
Software/
Online
Answers.com. (n.d.). Sales forecasts. Retrieved May 26, 2011, from
http://www.answers.com/topic/sales-forecast
Fastlinksolutions. (n.d.) Sales forecasting. Retrieved May 26, 2011, from
http://www.fastlinksolutions.co.uk/calculat.htm
Mason, N. (2006, July 26). Forecasting techniques, part 1: Quantitative
forecasting. Retrieved May 26, 2011, from
http://www.clickz.com/3622909
Mason, N. (2006, August 8). Forecasting techniques, part 2: Qualitative
forecasting. Retrieved May 26, 2011, from
http://www.clickz.com/3623077
Morgan, L. (n.d.). Factors affecting sales forecasting. Retrieved May 26,
2011, from http://www.ehow.com/list_6518339_factors-affecting-salesforecasting.html
Statistical Forecasting. (2006). Importance of sales forecasting. Retrieved
May 26, 2011, from http://www.statisticalforecasting.com/importancesales-forecasting.php
tutor2u.net (n.d.). Sales forecasting. Retrieved May 26, 2011, from
http://tutor2u.net/business/marketing/sales_forecasting.asp
Virtual Advisor. (2009). Conduct a sales forecast. Retrieved May 26, 2011,
from http://www.vainteractive.com/inbusiness/editorial/sales/ibt/sales_fo.html
Section 5
1.00 Briefing: Nature of Marketing Plans (cont’d)
Page 5-21