View
118
Download
0
Category
Tags:
Preview:
Citation preview
The Marketing Mix
Unit 3: Introduction to Marketing
Before we begin…
Phones off and in bags
Get water before class
Toilet breaks only in break time
No one leaves the class
Starter
1. Pick one category of products2. State which products cost the most/least?3. Identify where are these products sold?
If you finish then...4. Explain how the cost/value of the products
affected by the packaging, promotion and place of sale?
Which is most expensive?Why?
Which is most expensive?Why?
1. State the 4Ps2. Explain the objectives of developing MM3. Explain the need for cohesion in MM4. Explain use of benefits and features of products for customers5. Select appropriate pricing strategies6. Justify a chosen distribution channel7. Develop a promotional mix for a chosen product
Some people will be able to target a specific group of people and justify their reasons for choice
Be able to develop a coherent marketing mix
Product
Price
Place
Promotion
Read your article &
● Explain which you think is better, Aldi or Waitrose? Why?
● Find 3 people who agree with you and create 10 reasons to shop at Waitrose/Aldi
● Present back to the group● As a group which is the better and
why?
Daily MailAOL MoneyBBCExpressGuardianGuardian - Life
and Style
Introduction (12 mins)
1. Explain the Marketing Mix concept2. Describe the 4 Ps of marketing3. Describe the extra Ps that make up the 7 Ps4. Compare the 4 Cs of Marketing to the Ps of
Marketing
Extension
Which is the most important and why?
Product (10 mins)
1. Define the terms; Product, Brand2. Explain the term Unique Selling Point/Differentiation3. Explain the term Adding Value4. Explain the difference, for customers of features and
benefits
Extension
Give examples for each term
Mar
ket
Gro
wth
Market Share
Mar
ket
Gro
wth
Market Share
Mar
ket
Gro
wth
Market Share
Product Portfolios (15 mins)
1. Explain the term product portfolio/Boston Matrixa. Create one for your chosen business
2. Explain why this is important for a business/marketing3. Describe the Product Life Cycle4. Identify how this affects the Marketing
Mix
Extension
Explain which is the best and why
Explain how price & demand are influenced by
1. Customers2. Competitors3. Costs4. Raw materials
10 mins
Extension Which element has the most influence, why?
Define the following terms:
1. Penetration Pricing2. Price Skimming3. Promotional Pricing4. Destroyer Pricing
10 mins
Extension Compare the pricing strategies and apply to a business of your choice
Identify the advantages and disadvantages of selling through:
1. Retailers2. Wholesalers3. Telesales and mail order4. Internet selling and e commerce
12 minsExtension “The internet is killing the high street”
Create an argument to say if you agree or disagree with this
Promotion (15 mins)
Define and give examples and benefits of:
1. Sales promotions2. Personal selling3. Direct marketing4. Advertising
Extension For a chosen product justify your choice of a type of promotion
1. State the 4Ps2. Explain the objectives of developing MM3. Explain the need for cohesion in MM4. Explain use of benefits and features of products for customers5. Select appropriate pricing strategies6. Justify a chosen distribution channel7. Develop a promotional mix for a chosen product
Target a specific group of people and justify their reasons for choice
Develop a coherent marketing mix
Aims and Objectives, can you..?
Plenary
Before we look at the assessment, ask one question based on today’s session
Create a Marketing Mix for... 20 mins
Extension
Select a target group for your product and justify your choice
Recommended