Demonstrate connections between company actions and results.

1. Demonstrate connections between company actions and results. • What results do you want? • What steps will you take? • How long before you know if you were successful? (A week, a month, six-months, a year, 2 years, etc.) • How will you gage your success? (Increased sales from existing customers, new customers, customer retention, etc.)

2. Discuss motivational theories that impact buying behavior. • What motivates your customers? • See Maslow’s Hierarchy of Needs • physiological needs, safety needs, social needs, esteem needs, self-actualization needs • When one need is satisfied, it will stop being a motivator and the person will then try to satisfy the next most important need.

3. Discuss motivational theories that impact buying behavior.

4. Discuss motivational theories that impact buying behavior. • Motivational Levels-- Depending on how important a purchase is to an individual, his motivational levels may vary from low to high. Influences include familiarity with the purchase, status factors and overall expense and value. • Where fulfillment rewards are low, as with groceries, motivation levels are also relatively low and involve little decision-making behavior. • Conversely, with a complex, risky and emotionally-charged process such as buying a new house, the drive to achieve the "right" result is high. • Motivational Behavior--The behavioral aspect of consumer motivation concerns the actions someone takes before purchasing and consuming goods or services. A person might do a lot of research--evaluating alternatives, testing and sampling--before making a selection. She might decide to buy something based on which goods or services most closely meet and satisfy motivational wants and needs. • Marketers aim to gain the most impact and eventual sales by linking their products and services to clearly defined consumer needs and by understanding what motivates people to buy. Read more: Definition of Consumer Motivation | eHow.comhttp://www.ehow.com/about_6572429_definition-consumer-motivation.html#ixzz1jMvIj2u2

5. Discuss motivational theories that impact buying behavior. • Motivational Influences--Motivational levels differ greatly between individuals and are influenced by many external variables. • These include the social value of making the "right" decision, beliefs about brands and alignment of brand values and personal values. • If other people are involved in the decision, their motivation also affects the behavior of the primary consumer. • Accessing Motivation--Companies and marketers use a number of different tools to help them understand consumer motivation in relation to their products and services. • This may help them orient their markets according to different buyer motivation. • Marketers use pre-purchase and post-purchase focus groups, one-to-one interviews and online or postal surveys to develop their understanding of consumers' motivational drivers. Read more: Definition of Consumer Motivation | eHow.comhttp://www.ehow.com/about_6572429_definition-consumer-motivation.html#ixzz1jMvIj2u2

6. Explain the concept of market and market identification. • Definition of market - A place where buyers and sellers make transactions , directly or via intermediaries. • Marketing Concept – A management philosophy to which a firm's goals can be best achieved through identification and satisfaction of the customers’ stated and unstated needs and wants.

7. Explain the concept of market and market identification2 Methods to Identify your Target Market • 1.) Identifying The Solution Your Product Offers: Meaning every product out there is a solution to a problem, so you need to find what solution your product offers. • For example, if your marketing a juice that helps you lose weight, well then your target market would be people that exercise, are health conscious, and more often than not, go bonkers for anything organic. Boom! • 2.) Research Your Competition: Remember that old saying “Keep your friends close, and your enemies closer!” ? Well the same holds true for your business.

8. Explain the role of promotion as a marketing function. • Promotion consists of several methods of communicating with and influencing customers. • Promotion provides information that will assist customers in making a decision to purchase a product or service. • The role of promotion is critical to the success or failure of products coming on to the market. • A business total marketing communications program is called the promotional mix and consists of a blend of: • advertising • personal selling • Direct marketing • sales promotion • public relations • Promotion will be different depending on what the marketers are trying to achieve such as greater sales volume or competitive advantage etc.

9. Identify product’s/service’s competitive advantage. • Business gain a competitive advantage through the use of various strategies. • Differentiation: Charging a premium price for a higher quality product than your competitors. Mercedes cars have more features than your average Ford/Chevy cars so it costs more to make them. It also costs more to buy them (premium price). • Differentiation Focus: Focuses on smaller number of target market segments. Must determine customers have the needs/wants for the product and competitors are not satisfying them. (Examples; successful Niche Retailers such as a bicycle shop as opposed to a sporting goods store, or specialist holiday operator like Halloween City)

10. Identify product’s/service’s competitive advantage. • Business gain a competitive advantage through the use of various strategies. • Cost Leadership: Attempting to lower production cost and keep the sale price equal or near the average for the market. If successful companies may lower the price of a product if they have a significant production cost advantage over the competition. In doing so, it can further increase it’s Market Share. • Cost focus: Business seek a lower-cost advantage in a small number of the market segments. Product will be similar to those of the higher-priced market leaders but sufficient. (store-brand or Dollar Tree toilet paper vs. Charmin)

11. Identify product opportunities. • Evaluate the current market: • Research is an essential first step. Albert Einstein said, “If we knew what it was we were doing, it would not be called research, would it?” Let’s consider Jet Blue’s path. The airline found traditional air travel focused on profitable business travelers that sought to get from point a to point b. These customers were currently being served by airlines like Delta, so Jet Blue had to take a different approach and capture a new audience if they wanted to break through. • Identify the problems: • After you have examined the broad scope of the market, it’s time to identify any under-served customer needs. “Knowing the market’s needs and how it is currently serviced provides you with key information that is essential in developing your product/service and marketing plan,” writes VA-Interactive. For Jet Blue, their team understood that appealing to the profitable business traveler was already done by Delta. The new airline took several steps back and saw there was a demographic not being served: the casual, young, urban flier. But how could Jet Blue capture this demographic? • Determine how you can solve them: • At this the point you are beginning to hone-in on your market opportunity. The research and analysis has been done, now it’s time to stretch your creative thinking to solve the current market problems. “A business has to be involving, it has to be fun,” says billionaire Richard Branson, “and it has to exercise your creative instincts.” This is exactly what Jet Blue did.

12. Describe factors used by marketers to position products/services • Market Position: The unique image of a product/service in a consumer’s mind relative to similar competitive offerings. • Ways to Position • Attribute: Highlight a product feature. • Price & Quality: Stress high price as a sign of quality or emphasize low price as an indication of value • Use or Application: Stress unique use or applications can be effective means of positioning a product. • Product User: Encourages use of a product/service by associating a type of user with the product. • Product Classification: Associate the product with a particular category of products. (Pork the other White Meat) • Competitor: Demonstrate how you are positioned against competitors that hold a strong market position.

13. Coordinate activities in the promotional mix • Promotional Mix • Advertising: TV, Radio, Flyers, Newspaper Ads, etc. • Sales Promotion: Coupons, sweepstakes, contests, free samples, rebates. Gives them an incentive • Personal Selling: Sales Reps, salesperson, person-to-person communications • Publicity: Nonpaid communication, News stories, goodwill stories (publicity can also HURT you) • Direct Marketing: Email, telemarketing, direct mail

14. Choose appropriate media vehicles for sport/event • How are you going to get your message out to the target market? • Some means are appropriate in one situation but not in another: • Newspaper Ads • Email • Text messages to existing customers • Website • Radio • TV • Direct Mail • Billboards

15. Communicate core values of product/service • The driving force of the product/service • Apple-Innovation • Starbucks-Consistent Quality • Seventh Generation (makes non-toxic, environmental friendly cleaning supplies)-Environmentally Safe • Other core values companies may have • Efficiency -Community • Reliability -Empowerment • Accountability -Safety • Commitment -Service Excellence

16. Describe factors used by businesses to position corporate brands • A brand is more than a logo or tag line. It is a relationship that organizations have with everyone they touch, including employees, customers, suppliers, end users, etc. • Possible Factors • Brand Attributes: What the brand delivers through features and benefits to consumers. • Consumer Expectations: What consumers expect to receive from the brand. • Competitor attributes: What the other brands in the market offer through features and benefits to consumers. • Price: An easily quantifiable factor – Your prices vs. your competitors’ prices. • Consumer perceptions: The perceived quality and value  of your brand in consumer’s minds

17. Describe marketing functions and related activities • 7 Functions of Marketing • Financing • Pricing • Promotion • Product/Service Management • Distribution • Selling • Marketing-Information Management

18. Describe marketing functions and related activities • 7 Functions of Marketing • Financing-Budgeting for marketing activities • Pricing-Establishing and communicating value of the product to customers • Promotion-Communicating information to customers • Product/Service Management-Assisting in the design and development of products that will meet customer needs/wants • Distribution-Best methods for customers to locate, obtain and use product/services • Selling-Direct, personal communications with prospective customers • Marketing Information Management-Obtaining, managing, and using market info

19. Describe the use of technology in the product/service management function • What technology (printers, computers, software, etc.) is necessary in creating existing or new products? • Will online resources be used? • Will we have to outsource (get someone else to do part of the work) to create new products/services? • Do our current employees need additional training in these technologies? • Look at Minute Man Press and see what they are offering • http://www.londonky.minutemanpress.com/servicecenter/products_services.html

20. Develop positioning concept for a new product idea • The concept that will direct all the marketing required to achieve the business goal. • Ways to Position • Attribute: Highlight a product feature. • Price & Quality: Stress high price as a sign of quality or emphasize low price as an indication of value • Use or Application: Stress unique use or applications can be effective means of positioning a product. • Product User: Encourages use of a product/service by associating a type of user with the product. • Product Classification: Associate the product with a particular category of products. (Pork the other White Meat) • Competitor: Demonstrate how you are positioned against competitors that hold a strong market position.

21. Discuss actions employees can take to achieve company’s desired results • Personal Selling • More Information • Gain Feedback from customers • Persuasion by knowing needs of customer, salesperson can match the qualities of the product to the customer needs. • Follow-up: By reaching previous customers, a salesperson lets them know that our company cares.

22. Discuss actions employees can take to achieve company’s desired results • These are the steps a customer takes to a sale. • How can your employees get you to the final step by creating the previous steps?

23. Explain customer buying behavior

24. Explain customer/client/business buying behavior • Clients are teamed with your business • Businesses often

25. Explain the nature of product/service branding

26. Explain the role of customer service as a component of selling relationships • Customer service can make or break your company. • People are more likely to voice a BAD experience than a GOOD one. • If you are effective with your customer service department, service reps can act as sales reps in some capacity in fulfilling the customers’ needs/wants and closing a sale. • Ineffective Customer Service—will run off customers

27. Identify the elements of the promotional mix • Advertising: TV, Radio, Flyers, Newspaper Ads, etc. • Sales Promotion: Coupons, sweepstakes, contests, free samples, rebates. Gives them an incentive • Personal Selling: Sales Reps, salesperson, person-to-person communications • Publicity: Nonpaid communication, News stories, goodwill stories (publicity can also HURT you) • Direct Marketing: Email, telemarketing, direct mail

28. Participate in community outreach activities

29. Explain possible advancement patterns for jobs • Possible example: • Hostess (seat customers, minimum wage but little tips) • Waitress (minimum wage + tips) • Assistant Manager (assist manager, directly in charge of new employees) • Restaurant manager at one of our restaurants. • Research your TYPE of company in the role play and find a job path

30. Explain the need for ongoing education as a worker. • New laws/regulations • More competent in their field • Learn new techniques to improve productivity • Ability to advance in the career

31. Identify skills needed to enhance career progression • Consideration is given to waiters/waitresses with additional education seeking progression. • Restaurant managers generally have the following characteristics • Be reliable, show initiative, and have leadership qualities • Good problem-solving skills and the ability to concentrate on details • Must convey self-confidence and show respect in dealing with the public

32. Orient new employees • First priority is to explain why they are important to our company and customers • For a waiter/waitress • Prepare tables for dining (clean/cover tables, set utensils and menus) • Assist customers with food/beverage choices (Present menus, explain daily specials, answer questions, offer appetizers) • Transmit orders to kitchen or bar (be sure to announce any specialty diets such as salt concerns) • Serve orders to customers • Maintain dining experience (refill glasses, ask if they need anything, be alert to spills/drops/special needs) • Concludes dining experience (invite them to return) • Obtain dining revenues (take their cash or credit card and process promptly) • Protects restaurant and diners(making sure everything is safe and sanitary) • Improves waiter/waitress job knowledge (attend training sessions, read technical publications) • Contributes to food service and restaurant success (welcoming and accommodating new or different requests, assisting co-workers)

33. Orient new employees • For assistant manager or manager

34. Describe word-of-mouth channels used to communicate with targeted audiences • Aprofound effect on sales, brand loyalty and positive word of mouth • Targeting specific groups is best choice of word-of-mouth. (high schoolers, elderly, people that work at CSX or a factory) • Be sure you make a POSITIVE impression on your first customer from this group and ask them to like you on Facebook, tell their friends, tweet about it. • Include a social media links on company webpage. Offer incentives to get this particular group interested if they LIKE your page.

35. Explain the concept of product mix • Includes all the different products that a company makes or sells. • Product Line- Group of closely related products • Product Width-Refers to the number of different product lines a business manufactures or sells • Product Depth-Refers to the number of a product items offered within each line • Question: Apple, Proctor and Gamble, Toyota, McDonalds, Subway.

36. Explain the nature of a promotional plan • A promotion plan outlines the promotional tools or tactics you plan to use to accomplish your marketing objectives. • Promotional Mix • Advertising: TV, Radio, Flyers, Newspaper Ads, etc. • Sales Promotion: Coupons, sweepstakes, contests, free samples, rebates. Gives them an incentive • Personal Selling: Sales Reps, salesperson, person-to-person communications • Publicity: Nonpaid communication, News stories, goodwill stories (publicity can also HURT you) • Direct Marketing: Email, telemarketing, direct mail