Download Unit 2 Marketing Foundations - Marketing and DECA

Unit 2: Marketing Foundations
Marketing Education
Name:_____________________________________
DIRECTIONS: Complete the following outline during the class discussion.
What Will You Learn?
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What marketing really is and how it developed into an essential function of business.
Why the study of marketing is important.
Why the 4 elements of marketing are essential for business and organizational success.
Why the marketing concept is critical to business achievement.
What products (goods or services) can benefit from marketing.
I. What is Marketing?
A. Marketing is the creation and maintenance of satisfying _______________ relationships.
B. Marketing is the ________________ of planning, pricing, promoting, selling, and
distributing products to satisfy customers' needs and wants.
C. Marketing is the key tool in matching ____________ and _______________.
D. Good products will not be successful ______________ good marketing.
II. Why study Marketing?
A. Marketing takes place __________around you.
B. _______ businesses and organizations are involved in marketing.
C. When you make a purchase __________ are involved in marketing
D. To understand how businesses use _________________to increase their effectiveness
and profit
E. An understanding of ___________________will make you a better consumer, a better
employee, a better leader, and lead to better career opportunities
III. How does Marketing benefit you?
A. Bridges the ________ between you and the maker or seller of an item. (You don’t have
to travel to factories or farms to buy products.)
B. Makes buying ____________for customers. (Large selection of products under one roof,
convenient locations, and hours of operation.)
C. Creates a ______________ of new and improved products. (Competition forces
businesses to sell more and better products.)
D. Reduces _____________. (Effective marketing sells more products which reduces the
per unit cost of each item.)
IV. Why is Marketing important?
A. To be ________________ in business requires being marketing oriented.
B. ______________ business and organization in the U.S. is involved in marketing.
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C. Over 4 million businesses have marketing as their _______________________ – auto
dealers, real estate agents, insurance agents, travel agencies, banks, and all retailers.
D. Millions of other businesses use marketing in ______________________ – attorneys,
physicians, accounting firms, government agencies, colleges and universities, and
construction companies.
V. The Need for Marketing
A. Good products will ___________ be successful without good marketing.
B. Customers will not buy good products they’ve never heard of, can’t find, can’t afford,
don’t understand, don’t know they need, or simply don’t want!
C. Marketing activities must be carefully planned and coordinated with other business
activities.
D. “Build a better ______________________ and the world will beat a path to your door."
Is this statement true or false? Explain.
__________________________________________________________________
E. Name the BEST selling mouse trap and explain why it’s the best-selling mouse trap.
__________________________________________________________________
VI. The Development of Marketing
A. With ________________________, people made more products and had more money.
B. Before the development of a money system, _______________ was the original method
of exchange where the value of products or services was agreed on and traded.
C. This created a need for __________________________ or market places where goods
could be conveniently exchanged.
D. Later, money was the primary medium of exchange, but bartering was and STILL is
important.
E. Central Markets were located where people frequently ______________or gathered.
F. What is the largest indoor marketplace in the United States? _____________________
VII. The Marketing Mix - The 4 P's of the ______________________ also known as the
elements of marketing. Product, Price, Place (Distribution), Promotion
A. A ________________is anything offered to a market by the business to satisfy needs,
could include physical products or intangible services.
B. _______________ (or distribution) includes the location and methods used to make the
product available to the consumer.
C. The ________________is the amount the customer will pay for the product. The value
of money or its equivalent placed on a good or service
D. ____________________ is any form of communication a business or organization uses
to inform, persuade, or remind consumers about its products or services.
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VIII. The Marketing Concept
A. The _____________ ______________ means satisfying customer's wants and needs
while making a profit.
B. The Marketing Concept is a company-wide consumer orientation.
C. Whole Foods is a good example of a company practicing the Marketing Concept.
D. Henry Ford almost went out of business because he had a production orientation and
failed to understand the Marketing Concept.
E. _____________ ______________ focuses on developing loyal customers who
continue to purchase from the business for a long period of time.
F. The Marketing Concept Begins With:
1. Identifying and focusing on the ___________ and ______________ of customers.
2. Developing and marketing products or services to meet those needs.
3. Operating the business profitably.
G. _________________ _______________ is an approach to customer service that
gives employees the authority to solve many customer problems.
H. Businesses must trust employees to make good decisions in the best interests of the
company and the customer.
IX. Getting the Word Out
A. __________________ Marketing - (Buzz Marketing) Using entertainment or news to get
people to talk about a company, product, brand, idea, or cause.
B. Product __________________ - Placing the right product in the right hands at the right
time and providing information or samples to influential individuals.
C. _________________ Marketing - achieving conventional goals with unconventional
methods, such as investing energy & creativity instead of money.
D. __________________Media Marketing - Many businesses use Facebook, Twitter,
Youtube, or Instagram to communicate with customers.
X. What can be Marketed?
A. Products – ______________ or ________________.
B. Non-profit organizations – ________________ branches, churches, charities, libraries,
schools, or colleges.
C. Places or destinations – States, countries, or _________________.
D. Events – launch of a new product, ________________, festival, fair, grand opening, or
special service.
E. Ideas – anti-smoking campaigns, recycling programs, safety awareness, anti-drug
campaigns
F. Individuals – __________________, artists, sports stars, or other celebrities.
Video Question: Of all deceased celebrities, who earns the MOST money today?
____________________________________________________________________
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Unit 2: Marketing Foundations Team Members: _______________________________________________
Marketing Education
Project Based Learning - What Can Be Marketed?
Driving Question: How is marketing used by individuals, products, organizations, places, events, and causes?
Directions:
Working in teams of 2, students will create TWO Animoto videos relevant to the marketing of a
product (good or service), an organization, a place, an event, a cause/idea, or an individual.
The student teams will present and discuss their videos.
Step 1: Select TWO subjects for your TWO videos. (These can be an individual, product, service,
organization, place, event, or a cause.)
Step 2: Visit the Animoto website and create an account.
Step 3: Select 5 photos for each subject and save to your desktop.
Step 4: Create (produce) the free 30 second video; select style, upload photos, select music.
Step 5: Share your video with Mr. Dorman by e-mail: [email protected]
Timeline: Day One: Students will have ONE day to create two 30 second videos. The videos must be emailed to Mr. Dorman.
Day Two: The second day will be used for presentations.
Rubric: What Can Be Marketed?
Score
Levels
TOTAL POINTS: 50
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Selection and Quality
of Photos
Selection of
Appropriate and
Relevant Subject
All photos used in the
The subject selected is
video are clear and
clearly
appropriate and
relevant.
relevant: product, service,
It is easy to see and
understand the subject place, organization, event,
idea, or person.
of the video.
Some photos are blurry
or it is difficult to see
the subject of the
video.
The subject selected is
acceptable but fails to
indicate a clear
understanding of what
can be marketed.
Most of the photos are
blurry or of very low
quality.
The subject selected is
unacceptable but has
some value.
The photos selected
have little for no value.
The subject selected has
little or no value.
Discussion of How the
Reason for Selecting Selected Subject Uses Overall Impression of
the Video and Discussion
the Subject
Marketing
The students clearly
explained WHY they
chose this subject.
Their rationale indicates
a clear understanding of
what can be marketed.
The students partially
explained why they
selected this subject.
The students discussed 5
examples of marketing
related to the subject
they selected
The students discussed 3
or 4 examples of
marketing related to the
subject they selected.
The video presentation
was haphazard and lacked
organization.
The discussion of the
subject was missing some
elements.
The students only
partially seem to
understand what can be
marketed.
The students discussed 2
or 3 examples of
marketing related to the
subject they selected.
The video and the
discussion were both
missing significant
elements.
The students do not
understand what can be
marketed.
The students discussed
only 1 example of
marketing or none at all.
Both the video and the
discussion had little or no
value.
Their explanation
indicates a lack of
understanding of what
can be marketed.
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The video presentation
was neat and appropriate.
The discussion of the
subject was excellent and
presented by both
participants equally.
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