Explore+Business-Chapter+9

**__ Monday, November 29: What is Marketing?. __**
1.Read Section 9-1 2.. Complete the assignment

//Share your work with jgrams@hlv.k12.ia.us. Use "Section 9-1" as the Subject//

- marketing - marketing concept - marketing strategy - target market - market segment
 * Define:**

1. What is demographic segmentation? Give an example. 2. What is geographic segmentation? Give an example. 3. What is behavior segmentation? Give an example. 4. What is psychographic segmentation? Give an example. 5. My product is designed to appeal to teenageers living in the Midwest - specifically, those teenagers ages 14 - 17 living in the Midwest. Identify the market segment and the target market.
 * Reviewing What You Read:**


 * Exercise:**
 * 1) 1. If you were developing a marketing campaign for the Volkswagen Beetle, what group of consumers would you target? What if you were marketing 50-inch Sony plasma TVs? For each of these products, identify at least five segmentation characteristics that you'd use in developing a profile of your customers. Explain the segmentation category into which each characteristic falls - demographic, geographic, behavioral, or psychologic.

**__ Tuesday, November 30: The Marketing Mix __**
1.Read Section 9-2 and Section 9-3 2.. Complete the assignment over Section 9-2

//Share your work with jgrams@hlv.k12.ia.us. Use "Section 9-2" as the Subject//

- marketing mix - marketing research -secondary data - primary data - focus group - brand - trademark - brand loyalty - packaging
 * Define:**

1. Identify the four Ps of the marketing mix. 2. Explain how to conduct marketing research. 3. Explain the benefits of packaging.
 * Reviewing What You Read:**

When XM Satellite Radio was launched by American Mobile Radio in 1992, no one completely understood the potential for satellite radio. The company began by offering a multchannel, nationwide audio service. In 1997, it was granted a satellite-radio-service license from the FCC, and in 2001, the company began offering more than 150 digital channels of commercial-free satellite-radio programming for the car and home. Revenues come from monthly user fees, in the decade between 1992 and 2001, the company undertook considerable marketing research to identify its target market anf refine its offerings. Answer the following questions as if you were in charge of XM Satellite Radio's marketing research for the period 1992 to 2001. Answer in complete sentences. 1. To what questions would you seek answers? 2. What secondary data would you collect and analyze? 3. What primary data would you collect and analyze? 4. How would you gather these primary data? //(In 2008 XM Satellite Radio merged with its competitor, Sirius Satellite Radio, and the two became Sirius XM Radio Inc.)//
 * Exercise:**
 * 1

Section 9-3:Pricing a Product
1. Read Section 9-3 2. Complete the assignment over 9-3 //Share your work with jgrams@hlv.k12.ia.us Use "Section 9-3" as the Subject// - skimming price - penetration price - odd-even pricing Most calculators come with a book of instructions. Unfortunately, if you misplace the book, you're left to your own devices in figuring out how to use the calculator. Wouldn't it be easier if the calculator had a built-in "help" function similar to the one on your computer? You could just punch the "Help" key on your keypad and call up the relevant instructions on your display screen. You just invented a calculator with this feature, and you're ready to roll it out. First, however, you have to make a pricing decision. . . When you introduce the product, should you use skimming or penetration pricing? //Explain and justify your choice of pricing.//
 * Define:**
 * Exercise:**
 * 1

**__ Wednesday, December 1: Placing a Product __**
1. Read Section 9-4 2. Complete the assignment //Share your work with jgrams@hlv.k12.ia.us Use "Section 9-4" as the Subject//

- distribution - retailer - wholesaler - customer value triad Working in the school lab, you come up with a fantastic tasting fruit drink. You're confident that it can be a big seller, and you've found a local company that will manufacture it. Unfortunately, you have to handle the distribution yourself -- a complex task because your product is made from natural ingredients and can easily spoil. What distribution channels would you use and why? How would you handle the physical distribution of your product?
 * Define:**
 * Exercise:**
 * 1

**__ Thursday, December 2: Promoting a Product __**
1. Read Section 9-5 2. Complete the assignment //Share your work with jgrams@hlv.k12.ia.us Use "Section 9-5" as the Subject// - promotion mix - advertising - personal selling - sales promotion - publicity - public relations 1. Describe the elements of the promotion mix. Companies encourage customers to buy their products by using a variety of promotion tools, including advertising, personal selling, sales promotion, and publicity. Your task is to develop a promotion strategy for two products -- the Volkswagen Jetta and Red Bolt soda. For each product, answer the following questions, using complete sentences: - What's the purpose of the promotion? - What's your target market? - What's the best way to reach that target market? - What product features should you emphasize? - How does your product differ from competitors? //Then describe the elements that go into your promotion mix, and explain why you chose the promotional tools that you did.//
 * Define:**
 * Reviewing What You Read:**
 * Exercise:**
 * 1

[|Glossary]

 * advertising
 * behavioral advertising
 * brand
 * call to action
 * claim
 * disclosure
 * fear appeal
 * hype
 * licensing
 * logo
 * must-have
 * packaging and labeling
 * placement
 * point of view
 * product placement
 * point-of-purchase advertising
 * sales and price references
 * sense appeal
 * slogans or taglines
 * special or scientific ingredients
 * sponsorships
 * target audience
 * testimonials and endorsements
 * word-of-mouth marketing
 * public service announcement
 * repetition
 * 2. "Get Ad-ucated" -- Go to [|Admongo]**
 * Work through each level.**

**__ Thursday, December 9 - Friday, December 10: __**
===** Find one advertisement either online or in a magazine. Click [|here] for a site to use for online ads. Print a copy of the ad or remove it from the magazine. Answer the following questions which will be shared in class discussion**.=== //- What group, company, or organization is responsible for the ad? Is there a logo (a symbol used by companies to identify their products)?// //- What does the ad say or sggest about the product?// //- What is the ad trying to get you to buy, do, or think?// //- Who is the ad meant for (the target audience)? what makes you think so?// //- What do you think about the ad? does it make you want to buy the product? Why or why not?// //- Take a closer look at the ad. Is the advertiser's point of view different from yours? Describe how.//

__** Online Advertising **__ Advertising is a tool used to get people to want to buy something. The main reasons ads are created is to sell something. Ads give people information to help them decide what to buy. Ads are created to convince people to think or do something in particular. For example, a sneaker company's point of view might be that you can't be a real athlete without special shoes -- //their// shoes. Sometimes online advertising is obvious, but sometimes it is not. Review your Google Docs for examples of online advrtising. . . Ads can try to make us have different feelings: happy, excited, surprised, curious, etc.


 * Assignment: Google Docs - Online Advertising Worksheet. You can type (edit) on the Google Document. Save to discuss in class.**

**__ Monday, December 13: Ad Techniques __**
Advertisers use specific techniques to convince ou to buy or do something. Review your Google Docs for these techniques.

**Assignment: Find three magazine or online ads. Answer the following questions. Print or clip the ads. Save your responses for class discussion**. **[|Online site for ads.]** //1. Who is responsible for the ad?// //2. What audience is the ad targeting? What makes you think so?// //3. What techniques does the ad use?// //4. What does the ad say or suggest about the product or service?// //5. Wht does the ad say about the people who buy the product or service?// //Association; Call to action; Claims; Fear; Games and Activities; Humor; Hype; Must-have; Prizes, sweepstakes and "free" gifts; Repetition; Sales and price; Sense appeal; Special or scientific ingredients; testimonials and endorsements//
 * Find examples of ads for two different kinds of products. Label them Ad #1 and Ad #2. Identify which techniques were used in each ad. Save to discuss in class. **

**__ Tuesday, December 14: Creating an Advertisment __**
//1. What is your product?// //2. Who is your target market?// //3. What technique(s) did you use in your ad?// //4. Create your ad! This may be compute generated or hand-drawn. Make sure you include information that describes the product. You have looked at several ads, so use items you thought made for effective advertisements. Print the ad.// //5. Where will you place your ad (which magazine, newspaper, or which online site)?//
 * Create a magazine advertisement for a new product. Be sure your ad reaches the right audience for your product. Answer the following questions on a separate sheet of paper. **

**__ Wednesday, December 15 - Thursday, December 16: __**
Review for test over Advertising Discuss student-created ads

Test over Advertising*
1. Read Section 9-6 2. Complete the assignment //Share your work with jgrams@hlv.k12.ia.us. Use "Section 9-6" as the Subject.// - product life cycle Did you ever have a Nintendo Game Boy? Is the product still popular? Like all products, Game Boy has a product life cycle. Your job is to describe that product life cycle. To learn something about the product, enter the phrase "Game Boy history" into a Google search. Identify each of the product life stages that Game Boy has gone through, and speculate on the marketing actions that Nintendo would have taken during each stage, Where do you think Game Boy is now in its product life cycle? Where do you think it will be in five years? Explain your answers. Use complete sentences in your responses. Create a visual graph showing the stages of the product life cycle of the Game Boy.
 * Define:**
 * Exercise**:
 * 1

**__ Monday, December 20: The Product Life Cycle - Again __**
You will choose a toy (keeping in the spirit of the season). Your task is to fully identify the product life cycle and the redesign, or changes, of that toy and create a chart showing its life cycle.On the chart, identify each stage of the product life cycIe. will model in class how to do this.

Read about the Product Life Cycle at the given sites: [|www.quckmaba.com/marketing/product/lifecycle] and [|www.netmba.com/marketing/product/lifecycle]

Today's assignment will be done on a Word document, printed and turned in for credit.

**__ Tuesday, December 21: The Marketing Environment __**
1. Read Section 9-7 2. Complete the assignment //Share your work with jgrams@hlv.k12.ia.us Use "Section 9-7" as the Subject// - consumer behavior 1. Describe the external marketing environment in which b usinesses operate. 2. Identify factors that influence consumer behavior. 3. Describe the steops buyers go through when deciding to purchase a particular product. 4. Buying behavior is influenced by both psychological influences and social influences. Identify five variables with pyschological influences. Identify four factors in social influences. Experts have ascribed a number attributes to Generation Y -- people born between 1976 and 2001. On a scale of 1 to 10 (with 10 being the highest), indicate the extent to which each of the following attributes applies to you.
 * Define:**
 * Reviewing What You Read:**
 * Exercises:**
 * 1
 * Attributes || To No Extent || To A Great Extent ||
 * You're committed to integrity and honesty || 1 2 3 4 5 || 6 7 8 9 10 ||
 * You're family oriented and close to your parents || 1 2 3 4 5 || 6 7 8 9 10 ||
 * You're accepting of differences among people || 1 2 3 4 5 || 6 7 8 9 10 ||
 * You're upbeat and optismistic about the future || 1 2 3 4 5 || 6 7 8 9 10 ||
 * You're education focused || 1 2 3 4 5 || 6 7 8 9 10 ||
 * You're independent || 1 2 3 4 5 || 6 7 8 9 10 ||
 * You're goal oriented || 1 2 3 4 5 || 6 7 8 9 10 ||
 * You're fairly good at coping || 1 2 3 4 5 || 6 7 8 9 10 ||

What are your greatest attributes? What are your weakest attributes? Share your results with jgrams@hlv.k12.ia.us

Apply the steps involved in the consumer buying process to a purchase you recently made. Identify the product and work through the process step by step.
 * 2

**__ Wednesday, December 22: __**
Right now, Apple is leading the pack of consumer-electronics manufacturers with its extemely successful iPod. But that doesn't mean that Apple's lead in the market can't be surmounted. Perhpas some enterprising high school students will come up with an idea for a better iPod and put together a plan for bringing it to market. After all, Apple founders Steve Jobs and Stephen Wozniak were college students (actually college dropouts) who found entrepreneurship more reqarding than scholarship. This is your assignment: 1. Go to the [|Business Week]Web site and read the article "Could Apple Blow its iPod Lead?" 2. Create a marketing strategy for your hypothetical iPod competitor. Be sure that you touch on all the following bases:
 * Exercise:**
 * 1
 * Select a target market for your product.
 * Develop your product so that it offers features that meet the needs of your target market.
 * Describe the industry in which you'll compete.
 * Set a price for your product and explain your pricing strategy.
 * Decide what distribution channels you'll use to get your product to market.
 * Develop a promotion mix to create demandfor your product.

Write a report that details your marketing strategy.

If Wow Wee manufactures Robosapien in China, why shouldn't it sell the product in China? In fact, the company has introduced its popular tobot to the Chinese market through a Toys "R" Us store in Hong Kong. Expanidn into other parts of China, however, will require a well-crafted, well-executed marketing plan. You're director of marketing for Wow Wee, and you've been asked to put together a plan to expand sales in China. To get some background, go the the [|Epoch Times]Web site and read the article "China could Soon Become Booming Toy Market." Then, draw up a brief marketing plan for increasing sales in China, being sure to include all the following components:
 * Exercise:**
 * Profile of your target market (gender, age, income level, geographic location, interest, etc)
 * Proposed changes to the company's current marketing mix: modifications to product design, pricing, distribution, and promotional strategies.
 * Estimated sales in unites for each of the next five years, including a list of the factors that you considered in arriving at your projections.
 * Discussions of threats and opportunities posed by expansion in the Chinese market.

**__ Monday, January 3 - Friday, January 7: __**

 * #1 : **Review the Product Life Cycle and The Marketing Environment
 * 2:** "New Cereal Concept for Kellogg's" - group activity; instructions will be given in class

**__ Monday, January 10: Careers in Marketing __**
//Which of the marketing career options appeals to you most? Why? Be specific in your response.// //Which career option do you think will experience the most growth in the future? Why? Be specific.// Share responses with jgrams@hlv.k12.ia.us
 * 1:** Read Section 9-8.

**__ Tuesday, January 11: __**
Review for test over Marketing (Wednesday)

**__ Wednesday, January 12: __**
TEST