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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