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MKTG PLAN 11/5, 11/7, 11/8, 11/9 – 2012 WARM-UP: Google to see what the latest predictions are regarding the presidential race – quote percentages. SECTION 1.1 VIEW WORLD OF MARKETING PPT TO FIND ANSWERS The sports and entertainment industries have become __________ of the most profitable industries in the United States. marketing the process of ______________, _______________, and ________________ products, or goods and services, to _______________ customers’ needs and wants o Goods are ___________ items, such as sports equipment. o Services are ________________ products, such as theater tickets. marketing concept idea that organizations need to satisfy their _____________ while also trying to reach their ___________________________ market potential customers with ______________ needs who have the desire and ability to buy a product o Organizations spend lots of money to ______________ about their customers needs and wants. __________ a lack of basic necessities such as food, clothing, or shelter ____________ things that people desire based on personality, experiences, or information about a product target market _____________ group of consumers that an organization selects as the focus of its marketing plan Businesses use ___________________ information to develop their marketing plans. o ______________________ statistics that describe population in terms of personal characteristics marketing mix a combination of ______________ basic strategies known as the ________________—product, price, place, and promotion Marketing mix strategies involve product, price, place, and promotion decisions o ______________ – involves the goods, services, or ideas used to satisfy consumer needs. o _______________ – involve the exchange process between the customer and the seller. o ________________ – involves how the product is made available to the customer channel of distribution path a product takes from the producer to the consumer o _____________ – involves how the goods or services are communicated to the consumer To be effective, all 4 Ps in a marketing plan must focus on the target market 1 CONTINUE WITH WORLD OF MARKETING PPT TO FIND ANSWERS TO 1.02 ECONOMICS ACTIVITY SECTION 1.2 Economics Review 1. Define marketing and the marketing concept. 2. Explain the concept of a market. 3. What is the marketing mix and what is its relationship to a target market? CONTINUE WITH SLIDE 15 WORLD OF MARKETING PPT economics the study of the ______________ and ____________________ that affect making, distributing, and using goods and services GDP (_______________________________) the value of all goods and services produced within a country profit the money left after all __________ and _______________ of a business are paid o As with most businesses, there is a financial risk involved with sports and entertainment events. competition as a characteristic of _________________ enterprise, the struggle among companies for customers o ______________ is the basis of the free enterprise system. o Demand elasticity – change in ______________ affects demand copyright legal protection of a creator’s intellectual property or products ________________ property rights are protected by the following: o Copyrights o Patents o Trademarks Types of business ownership include: o Sole proprietorship o Partnership o Corporation o Subchapter S Corporation 2 Economic Impact o _________________ benefit economically from sports and/or entertainment events and marketing. o On a local level, sporting events and entertainment venues economically impact areas in which they operate because they draw _______________. o Hosting the Olympics has a huge economic impact on a region before, during, and after the event. DISCUSSION SEM LESSON PLAN 11-8-12 Warm-Up Discuss the election results for fifteen minutes and then move on Students will: Understand the terms (provide detailed answers) Economic downturn: (define use internet if necessary)) Weak Dollar (define – use internet if necessary) Niche market (define – use internet if necessary) Elasticity of demand (define = use internet if necessary) Inelasticity of demand (define – use internet if necessary) INTRO: The Great Recession has affected some industries and products more than others. How can you predict what will sell in a bad economy and what will not? Paul Solman reports on business and economic news for The NewsHour with Jim Lehrer. He took a look at a California clothing company, "Not Your Daughter's Jeans," that seemed to be thriving in recent economic downturn. Case Study Analysis Directions: In this case study, you will be examining the company, “Not Your Daughter’s Jeans” and one of their leading products, Tummy Tuck Jeans. After reviewing the case study information below, watch the Paul Solman news segment and look for the explanations of the following concepts. Then discuss and answer the questions below. Case Study Information: • Company: Not Your Daughter’s Jeans (NYDJ), based in Los Angeles, California • Featured Product: Tummy Tuck Jeans • Market Coverage: U.S. and North America, Australia, New Zealand, Germany, France, Scandinavian countries, UK, Ireland • Target market: Women over 40 years-old • Suggested Retail Price: $100 Important economic concepts involving this product: 1. Economic downturn in United States: Over the past several years, the U.S. economy slid into a severe 3 recession. Unemployment is markedly up and stocks and investments have plummeted. Financial sector has been reeling from bank closures and major industries like automobiles and related companies have filed for bankruptcy. AS A CLASS VIEW VIDEO http://www.pbs.org/newshour/businessdesk/2009/02/special-online-video-tummytuc.html Answer these questions providing details: 1.What should be the effect on sales of Tummy Tuck Jeans at $100/pair in this difficult economic climate? 2.According to the news segment, what steps would a company like NYDJ normally take to “cut corners” and survive in this type of economic climate? 3.Weak U.S. Dollar. In recent years, the U.S. dollar has become less valuable than many foreign currencies. In other words, it takes more U.S. dollars to match the unit of currency (yen, Euro, krona, etc.) in a foreign country. How has a weak U.S. dollar affected sales of Tummy Tuck Jeans in foreign countries? 4.Question: How has this expansion into foreign markets affected the company’s growth? 5.Serving a “niche market”: NYDJ’s Tummy Tuck Jeans serves a niche market of women over 40 years old. According to George Rudes, CEO of NYDJ, why are women over 40 the target market for Tummy Tuck Jeans? Income Elasticity of Demand: This measures how flexible your demand for a product is to economic changes. If money is tight and the price doesn’t change, you will buy less. If cheaper substitutes are available, you’ll buy those instead. If your economic condition is good, price won’t be as great a factor and you will buy more. Example: In good economic times, you might buy steak. In poor economic times you’re more likely to buy hamburger. Inelastic demand: measures how inflexible your demand is to a product as a market changes. For products where demand is in-elastic, you don’t necessarily buy less as your income lowers. This is especially true for items that are in high demand, are scarce with few substitutes, and/or are a necessity. Example: Gasoline consumption stays steady or declines only slightly even when price raises and/or people’s income declines. 6. According to the news report, is demand for Tummy Tuck Jeans elastic or in-elastic in declining economic conditions? 7. What is your opinion of why the demand is elastic or inelastic? DISCUSSION 4 SEM LESSON PLAN 11-9-12 Warm-Up Match the terms below: 1. Business owned by one person 2. Business owned by two people 3. Business owned by stockholders 4. Wal-Mart open 24/7 5. 25% discount 6. Budweiser ad on Super Bowl 7. Newspapers 8. Transit media 9. Prosperity 10. Extended unemployment _____ Depression _____ Subway _____ High consumer spending _____ Sole proprietorship _____ Media for used car ads _____ Partnership _____ Corporation ______ Pricing ______ Time utility ______ Promotion Activity 1: Copyright Laws protect the unique work of an artist (known as intellectual property). Since 1978, works can be copyrighted for the lifetime of the artist plus 70 years. Try your luck with the copyright quiz below OK to google for the answers): 1. 2. A. Copyright status is only granted to well-known authors and filmmakers. T OR F explain why B. The Motion Picture Association of America has anti-piracy sniffing dogs. T OR F explain why 3. C. Sam buys a new band's CD but decides he doesn't like the singer, so he resells the CD on eBay. That's legal. T OR F explain why 4. D. The sole purpose of copyright is to make authors money and protect them from getting their works stolen. T OR F explain why 5. E. Amy tells Daniel about her summer vacation, and he says he'd love to see her pictures. Amy uses a peer-to-peer (P2P) file-sharing program to upload the photographs she took at camp so he can download them. That's copyright infringement. T OR F explain why 6. 7. F. Amy tells Daniel that the files are available. Daniel uses the same peer-to-peer file-sharing program to download Amy's camp pictures. That's copyright infringement. T OR F explain why 8. 9. 10. 11. 12. G. Jason copies the entire last chapter from the final Harry Potter book to his commercial blog without any additional commentary. Since he only used part of the work, Jason would be protected by fair use. T OR F explain why H. Kathy downloaded a few photos of local organic farms from Flickr.com's Creative Commons (CC) pool. She follows the rules of the photographer's specific CC license and uses them in her digital video about sustainable agriculture. That's OK. T OR F explain why I. Dwight finds a peer-to-peer (P2P) network that offers free music downloads. He owns all but one of his favorite band's CDs, and he finds that particular CD on the network. He's too cheap to buy it, so he downloads the songs. He's not committing copyright infringement. T OR F explain why 13. 5 14. J. Paula read an interesting article about the making of the film Titanic and wants to use a short quote in her cinema review paper for journalism class. That's copyright infringement. T OR F explain why 15. K. The Public Domain is a polar research station in Antarctica. T OR F explain why 16. Activity 2: Objectives: 1. Students will be introduced to and develop a basic understanding of copyright laws. 2. Students will identify examples of copyright infringement. musical excerpts from: “Ice, Ice Baby” as performed by Vanilla Ice, “Under Pressure” as performed by Queen, “My Sweet Lord” as performed by George Harrison, “He’s So Fine” as performed by The Chiffons, “I Want a New Drug” as performed by Huey Lewis and the News, “Ghostbusters” as performed by Pay Parker, Jr As a group - listen to/compare/discuss excerpts from the songs “Ice, Ice Baby” and “Under Pressure” Read/answer “You Be the Judge” worksheet while listening to musical excerpts (replay examples as needed) As a group - listen to/compare/discuss excerpts from “My Sweet Lord” by George Harrison and “He’s so Fine” by the Chiffons Read/answer “You Be the Judge” worksheet while listening to musical excerpts (replay examples as needed) As a group - listen to/compare/discuss excerpts from the songs “I Want a New Drug” by Huey Lewis and the News, and Ghostbusters” performed by Pay Parker, Jr. Read/answer “You Be the Judge” worksheet while listening to musical excerpts (replay examples as needed) . You be the Judge! Case 1: “Ice, Ice, Baby” by Vanilla Ice supposedly sounds similar to the 1980 song "Under Pressure" by Queen and David Bowie, but Vanilla Ice never got permission to use it. No lawsuit was filed, but it is likely that Vanilla Ice agreed to pay Queen and Bowie a settlement. According to industry insider Hans Ebert, Brian May of Queen first heard this song in a disco in Germany. He asked the DJ what it was, and learned that it was #1 in the US. When this became a hit, it made "Under Pressure" more popular, as a lot of kids now recognized the tune. When Queen released their compilation album Classic Queen in 1992, they wrote in the liner notes: "In 1990 the bass and piano featured again on Vanilla Ice's number one single Ice Ice Baby." A producer for Death Row Records claimed that he wrote this. Suge Knight, the head of the label and former football player, visited Vanilla Ice and convinced him to sign over the publishing rights to Death Row. It is rumored that part of the convincing involved hanging Vanilla Ice over a balcony by his ankles. Knight made a lot of money from those publishing rights, which went into Death Row Records and the development of artists like Dr. Dre, Snoop Dogg, and Tupac. RATING SYSTEM: 5=Exactly the same 4=Very similar 3=Somewhat alike 2=Barely the same Melody: __________ Harmony/Chordal Structure: __________ 6 1=Not alike in any way Rhythm: __________ Tempo: __________ Lyrics: __________ Instruments: __________ 1. How else are the two songs similar?______________________________ _____________________________________________________________ 2. How are the two songs different? _____________________________________________________________ _____________________________________________________________ 2001, LKVTSSP Case 2: In 1976, ex-Beatle, George Harrison, was found guilty of copyright infringement for his hit single “My Sweet Lord” Bright Tunes Music Corporation had obtained the copyright for the 1963 hit, “He’s So Fine” which was written by Ronald Mack and originally performed by The Chiffons. Did George Harrison borrow his musical ideas from Mack’s hit song? Judge for yourself. RATING SYSTEM: 5=Exactly the same 4=Very similar 3=Somewhat alike 2=Barely the same 1=Not alike in any way Melody: __________ Harmony/Chordal Structure: __________ Rhythm: __________ Tempo: __________ Lyrics: __________ Instruments: __________ 1. How else are the two songs similar?______________________________ _____________________________________________________________ 2. How are the two songs different? _____________________________________________________________ _____________________________________________________________ 2001, LKVTSSP Case 3: In 1981, Huey Lewis (Hugh Cregg) accused Ray Parker, Jr. of copyright infringement after Parker released his single, “Ghostbusters.” After more than 10 years of arguing, the two artists settled their case in private. Parker never publicly admitted his guilt but he did agree to pay an undisclosed amount to Lewis for “damages.” The issue was brought up again during the spring of 2001. Lewis had taped a VH-1 Behind the Music segment and disclosed details of the 1995 settlement. Parker filed a lawsuit against Lewis in March 2001. Parker claims Lewis broke the “confidentiality agreement.” Apparently part of the original settlement banned them both from revealing any information that was not in a press release they jointly issued at that time. Parker is asking for an unspecified amount of money to compensate him for “punitive” damages and to cover his lawyer’s fees. No matter the outcome….”who ya gonna call?” You be the judge! RATING SYSTEM: 5=Exactly the same 4=Very Similar 3=Somewhat alike 2=Barely the same Melody: __________ Harmony/Chordal Structure: __________ Rhythm: __________ 7 1=Not alike in any way Tempo: __________ Lyrics: __________ Instruments: __________ 3. How else are the two songs similar?______________________________ _____________________________________________________________ 4. How are the two songs different? _____________________________________________________________ _____________________________________________________________ 5. Based on what you have learned, how have Ray Parker, Jr. and Vanilla Ice broken the copyright laws? Be specific. __________________________ Did Lady Antebellum Steal “Need You Now” From A Popular 80s Song? That’s what the artist is claiming. Listen to it for yourself: Some people think “Need You Know” sounds eerily similar to a different crossover hit from back in the ’80s, a song called “Eye in the Sky”, by The Alan Parsons Project. An “Executive Personal Assistant to Alan Parsons” sent a letter to “Nashville Scene” saying that “hundreds of Alan Parson’s fans” (there ARE hundreds of Alan Parson fans) are saying “Need You Now” is a lazy ripoff of “Eye in the Sky”. Somebody put together a mashup of the two songs, and they blend seamlessly together. You can check it out here and decide for yourself . . . google the URL below http://mix1065fm.cbslocal.com/2010/11/17/did-lady-antebellum-steal-need-you-know-from-a-popular-80s-song/ DISCUSSION 8