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