An Introduction to Marketing

1. An Introduction to Marketing and the Marketing Concept

2. Lesson Objective • The students will use terms related to the marketing concept by sorting goods and services, predicting items in a customer profile and by producing a customer profile.

3. Bell work/Introduction Whiteboard Slates: You experience marketing principles and techniques in your daily life. List some of the ways products are marketed to you on a daily basis. With the person sitting next to you, come up with a list of a least 5 ways that products are advertised to you in your daily life. These are called promotional concepts. Apply #1

4. Terminology • Marketing • Products • Goods • Services • Marketing Concept • Customers • Market • Market Segmentation • Target Market • Customer Profile KIM Chart: Write the terms in the left column of the KIM handout. Define the terms as I go through the slides. Come up with a “Memory Cue” for homework. Apply #6

5. Marketing • Marketing is the process of developing, promoting and distributing products to satisfy customers’ needs and wants. • Products include goods and services, which have monetary. • Goods are the kinds of things you can touch or hold in your hand. • (Ex. Hammers, automobiles, soft drinks, clothing) • Services are the kinds of things you can’t physically touch, but are tasks performed for a customer. • (Ex. Dry cleaners, amusement parks, and movie theaters)

6. Goods Vs. Services Sort: • You have been provided a bag of goods and services. • With your table partner, please divide the products into a pile of goods and a pile of services. Sort-GoodsVsServices.doc Apply #2

7. Marketing Concept States that businesses must satisfy customers’ needs and wants in order to make a profit. Businesses must have the right goods and services at the right time, at the right price, and at the right place for purchase. Predict: What would a companies marketing department want to know about the customers before they come up with packaging and advertising. • Write your predictions in list form on your slate. • Please come up with a minimum of 5. Apply #3

8. Market Segmentation • Market –potential customers who share common needs and wants, who have the ability and willingness to buy the product • Market Segmentation is a way of analyzing a market by specific characteristics in order to create a target market. • Target Market is focusing all marketing decisions on a very specific group of people who you want to reach. • Customer Profile includes (age, income, ethnic background, occupation, attitudes, lifestyle or geographic area)

9. Customer Profile Graphic Organizer: Take a look at the given product. Come up with a customer profile for each product. Included things like… • age • income • ethnic background • occupation • attitudes • lifestyle • geographic area PredictCustomerProfile.doc Apply #4

10. Closure 12 Word Summary: What is the Marketing Concept? In 12 words or less write your answer on the sticky note as a “ticket out the door” and post it on the parking lot poster on your way out. Apply #5