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Unit 1: Marketing Basics
Ch 1: Marketing is Dynamic
Ch 1 Learning Goals
 Explain why companies market goods,
services, and ideas
 Describe each of the Four Ps of marketing
 Define good, service, and idea
 Explain how marketers determine the
marketing mix
 Summarize the key elements of a marketing
plan
Day 1 Response Journal
Read A Stroke of Genius? Found on page 3
in your text.
What price do you think Vivienne should
charge for a glass of her lemonade? Why did
you select that price?
***Save As Sept 10 in your Response
Journal Folder***
Marin girl’s ‘stand’ against child slavery
Marketing Defined
How would you define marketing?
 Marketing consists of dynamic activities that
focus on the customer to generate a
profitable exchange
What is the goal of marketing?
 To meet the needs and wants of customers
with products and services that customers
can and will buy
Marketing is Dynamic
What makes marketing dynamic?
 The word dynamic describes something that
is constantly _______________
Changing
 Marketing is dynamic because customers’
needs and wants are constantly changing,
and therefore marketing must constantly
change
Marketing is Dynamic
Customers’ needs and wants change because;
 Customers change
 Age
• Think of the things you wanted and needed in
kindergarten. Do you want and need the same
things now?
 The world customers live in changes
 The economy changes
 Technology changes
 Social trends change
Marketing Is
Customer-Focused
 A _______________
is an individual or
Customer
group who buys products
 A customer can be …
 A Person
 A Business
 A Not-for-profit organization
 The Government
 Read the example on page 6, paragraph 2
Marketing Is
Customer-Focused
Marketers focus on customers by;
 Learning what customers need and want
and then
 Developing products to meet those needs
and wants
 A __________________
is a specific group
Target Market
of customers whose needs a company will
focus on satisfying
• Teens are a popular target market
• What products do you think teens are the target
market for?
Marketing Is
Relationships
 The basis for marketing is the relationship
between the _________
Seller
Buyer and the _________
 Many businesses try to develop long-term
relationships with their customers
 Research has shown that it is less costly to
keep a current customer that to get a new
customer
 As a result, many businesses focus on
developing and maintaining those
relationships
Marketing Is
Relationships
Examples;
 Salespeople often contact the customer after
the sale to make sure the product is functioning
properly and meeting their needs
 Salespeople/companies might send birthday
greetings or notices of sales to past customers
 Businesses may reward repeat customers with
discounts or free products
 Scotiabank/Cineplex SCENE Card
 Pita Pit Pit Card
Marketing Is International
 People can buy products
from anywhere in the
world
 E.g. Japanese
products, such as the
Nintendo Wii, are
available at Conestoga
Mall and a Chinese
student who lives in
Beijing can buy a
hamburger at a
McDonald’s Restaurant
near their house
Day 1 Assigned Work
Students please complete the following;
 K&U Questions #1 – 3 on page 16
 Application Question #1 on page 17
***Save As Ch 1 Day 1 in your U1 Folder***
Day 2 Response Journal
Does the price of a product affect whether you
will buy it? Give a specific example to back up
your answer.
***Save As Sept 11 in your Response
Journal Folder***
Marketing Is the Four Ps
 The Four Ps are the basic elements of
marketing and consist of;
 Product
 Place
 Price
 Promotion
Marketing Is the Four Ps
 Product is the ________.
What
 What are you selling?
 Place is the _________.
Where
 Where are you selling it?
How Much
 Price is the _______________.
 How much will the customer pay for it?
Communication
 Promotion is __________________.
 What do you want the customers and the
public to know?
Product
 A ___________
Product is anything that can be bought or
sold
There are three types of products;
1. Good
 Any physical item, something you can touch
 E.g. jeans, cellphone, magazine, etc.
2. Service
 An action done for you
 E.g. a dry cleaner, a tanning session, etc.
3. Idea
 A concept, cause, image, issue, or philosophy that can be
marketed
 E.g. contribute to charity, buckle up, vote for this candidate,
etc.
Categorize the pictured products above as
either a good, service, or idea.
Place
 __________
involves making products available to
Place
customers
 Must be convenient; times and locations
• Read the example on page 8, paragraph 5
 Involves determining when, where, and how
products get to customers
 Includes decisions about where to locate stores
and decisions about retailing
Retailer
• A ____________
is a business that buys other
company’s products and resells them to the final
consumer
 In marketing, the Internet is also considered a
place
Place
 Place also includes
distribution
 _____________
Distribution is
physically getting goods
to customers
Distribution includes;
 Shipping
 Storing
 Inventory
 Stocking of goods
Price
 __________
is the amount of money
Price
requested or exchanged for a product
 Determined by marketers
 Price is based on
1. How much the customer will pay
2. The costs to produce the product
 If the price is too high, customers may not
buy your product but if the price is too low,
you might not make enough money to cover
your expenses
Promotion
 _____________
Promotion is the
process of telling people
about the product and the
company that offers it
 Communication with
customers
 The most visible part of
marketing
Promotion
Promotion includes;
 Selling
 Advertising
 Sales promotion
 Public relations
 Creating a positive
image of your
company
Marketing Is the
Marketing Mix
 The ___________________
is a plan of
Marketing Mix
action for marketing a product
 Consists of the decisions made about each
of the Four Ps
 Made with the target market in mind
 Read the example on page 12 paragraphs
4&5
Marketing Is the
Marketing Mix
Marketing mix decisions include answers to
the following questions:
 What products do customers need or
want?
 Which stores will be convenient for
them?
 What price will they pay?
 Where will they see ads?
Marketing Is the
Marketing Mix
 This is a graphic
representation of
the marketing
mix
 The target
market is in the
middle to show
that all decisions
are made with
the target market
in mind
The Marketing Mix
in Action
 Read the example on page 13 paragraphs 3 & 4
Try and identify the Four Ps in this marketing mix,
for the scenario outlined below.
 You are hungry
 You hear a commercial on the radio promoting a
new value meal at Harvey’s
 The announcer says that the value meal costs
$4.95, and you have $6.00 in your pocket
 You walk to Harvey’s and buy the value meal
Day 2 Assigned Work
Students please complete the following;
 K&U Questions # 5 & 7 on page 16
 Thinking Questions # 1 & 2 on page 16
 Application Question # 3 on page 17
***Save As Ch 1 Day 2 in your U1 Folder***
Day 3 Response Journal
Name 3 locations where you have seen an ad
in the last week.
What were the ads?
Did any of them influence you to make a
purchase? Why?
***Save As Sept 14 in your Response
Journal Folder***
Marketing Is the
Marketing Plan
The marketing plan is like a road map, it is a
plan that guides a company so that it avoids
such pitfalls as;
 Lost sales
 Lost opportunities
 Poor product planning
Key Elements of a
Marketing Plan
Key elements of a marketing plan include;
 A market opportunities and analysis
 Such as a SWOT analysis
 A market strategy
 An action plan
 Monitoring and evaluating the plan
SWOT Analysis
 A SWOT analysis helps a company
determine;
 Strengths
 Weaknesses
 Opportunities
 Threats
 Read the example on page 14 paragraph 3
Is Marketing in
Your Future?
Marketing;
 Is an exciting field
 Has potential for
high earnings
 Is useful in careers
not directly related
to marketing
Is Marketing in
Your Future?
This marketing course/having marketing skills
can help you;
 Prepare for studies and a job in
marketing
• Read paragraphs 3 & 4 on page 15
 Use marketing in other fields
• Read paragraphs 5 & 6 on page 15
 Make wise consumer decisions
• Read paragraph 7 on page 15
Day 3 Assigned Work
Students please complete the following;
 Complete the Key Elements of a Marketing
Plan Worksheet (provided)
 Using the sheet provided, complete a
SWOT Analysis for a Canadian coffee
shops that you enjoy visiting
 Thinking Question #5 on page 16
***Save As Ch 1 Day 3 in your U1 Folder***