Market Planning
Monday
What do marketers plan?
MP:001 Explain the concept of marketing strategies
(CS) LAP-MP-002 (pp. 4-13—4-18)
Objectives
a. Define the following terms: marketing mix, product, place, promotion, price, goals, strategies, and tactics.
b. Identify the components of the marketing mix.
c. Describe the importance of each of the components of the marketing mix.
d. Explain the relationship of goals, strategies, and tactics.
e. Describe the importance of marketing strategies.
f. Explain the factors that may cause marketing strategies to change.
g. Explain the importance of strategies in the marketing mix.
What do marketers plan?
MP:001 Explain the concept of marketing strategies
(CS) LAP-MP-002 (pp. 4-13—4-18)
Objectives
a. Define the following terms: marketing mix, product, place, promotion, price, goals, strategies, and tactics.
b. Identify the components of the marketing mix.
c. Describe the importance of each of the components of the marketing mix.
d. Explain the relationship of goals, strategies, and tactics.
e. Describe the importance of marketing strategies.
f. Explain the factors that may cause marketing strategies to change.
g. Explain the importance of strategies in the marketing mix.
Videos - 10 minutes
We will watch the videos below and discuss.
We will watch the videos below and discuss.
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Activity - 20 minutes
Review and present the Marketing Strategies Briefing (starting on page 4-15) to students in a lecture or discussion format. Then, ask students to imagine that each of them is the marketing manager for your school’s play or other school activity. Each student should identify strategies that s/he would use to market the play/activity, explain why s/he would use them, and summarize his/her plan in a brief paragraph in a Google Doc for the play/activity directors.
Review and present the Marketing Strategies Briefing (starting on page 4-15) to students in a lecture or discussion format. Then, ask students to imagine that each of them is the marketing manager for your school’s play or other school activity. Each student should identify strategies that s/he would use to market the play/activity, explain why s/he would use them, and summarize his/her plan in a brief paragraph in a Google Doc for the play/activity directors.
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Readings - 30 minutes
Read the Student Guide |
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Presentation - 40 minutes
We will have a presentation then discuss |
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Tuesday - Field Trip to Granby Ranch
Wednesday
Mix and Match - 20 minutes
These activities are designed to reinforce individual student understanding of the concept of marketing strategies. Match the marketing term with its associated sentence. Some answers will be used more than once.
Mix and Match - 20 minutes
These activities are designed to reinforce individual student understanding of the concept of marketing strategies. Match the marketing term with its associated sentence. Some answers will be used more than once.
- Find the document in Classroom and complete
Fit for Success - 20 minutes
To complete a health club’s annual marketing plan, place the letter of the correct phrase in the box or diamond. These activities are designed to reinforce individual student understanding of the concept of marketing strategies.
To complete a health club’s annual marketing plan, place the letter of the correct phrase in the box or diamond. These activities are designed to reinforce individual student understanding of the concept of marketing strategies.
- You will be using a printed copy of the document. Take a picture of your completed document and upload it to Classroom.
Beat This! Blending a Better Marketing Mix Discussion - 30 minutes
These activities are designed to provide group reinforcement of the concept of marketing strategies. You will be divided into small groups of three or four. Look at the scenarios below. Take a few minutes to read and discuss the first scenario. Determine your recommended response from the list below. Share your selection and why the group thinks it is the best answer. Though one answer is prominent for each scenario, discuss the rationale for any other answers given. Repeat the process for the other three scenarios. Discuss how making adjustments to the marketing mix is related to the marketing strategies of each firm.
A. Lower prices throughout the store
B. Offer some products exclusive to the store
C. Develop business relationships with more vendors
D. Mail flyers to every household in the neighborhood
Scenario #1: A discount clothing store knows that, although its racks are often bare, it has the lowest prices in town. But more customers are buying from its competitor because the racks there are stocked with clothes. Select the response you feel would help the discount-clothing store correct its problem.
Scenario #2: A grocery store sees that it needs to adjust its marketing mix in order to keep up with the competitor that moved into the neighborhood. The competitor’s strategy is to offer the lowest prices around. Select the response you feel would put the grocery store on a level playing field with the competitor.
Scenario #3: A pet store has just moved into the community. Although there are several pet stores in the area, this pet store offers goods and services that can’t be found anywhere else. Select the response you think would help the new pet store communicate its benefits to the pet owners in the neighborhood.
Scenario #4: A small computer business realizes that it needs to improve something to gain more customers. The large competitor in town is able to offer a variety of products and lower prices, too. Select the response you feel would help the small computer business distinguish itself from its competitor.
These activities are designed to provide group reinforcement of the concept of marketing strategies. You will be divided into small groups of three or four. Look at the scenarios below. Take a few minutes to read and discuss the first scenario. Determine your recommended response from the list below. Share your selection and why the group thinks it is the best answer. Though one answer is prominent for each scenario, discuss the rationale for any other answers given. Repeat the process for the other three scenarios. Discuss how making adjustments to the marketing mix is related to the marketing strategies of each firm.
A. Lower prices throughout the store
B. Offer some products exclusive to the store
C. Develop business relationships with more vendors
D. Mail flyers to every household in the neighborhood
Scenario #1: A discount clothing store knows that, although its racks are often bare, it has the lowest prices in town. But more customers are buying from its competitor because the racks there are stocked with clothes. Select the response you feel would help the discount-clothing store correct its problem.
Scenario #2: A grocery store sees that it needs to adjust its marketing mix in order to keep up with the competitor that moved into the neighborhood. The competitor’s strategy is to offer the lowest prices around. Select the response you feel would put the grocery store on a level playing field with the competitor.
Scenario #3: A pet store has just moved into the community. Although there are several pet stores in the area, this pet store offers goods and services that can’t be found anywhere else. Select the response you think would help the new pet store communicate its benefits to the pet owners in the neighborhood.
Scenario #4: A small computer business realizes that it needs to improve something to gain more customers. The large competitor in town is able to offer a variety of products and lower prices, too. Select the response you feel would help the small computer business distinguish itself from its competitor.
Group Activity Presentation - 30 minutes
You will be divided into small groups of two or three. Choose a company with a well-known marketing strategy (for example, students might choose a company that markets to families, one that runs controversial commercials, or one that attacks its competitors in its ads). Based on your research, students should determine what they think of the company’s strategy and whether the company has faced any well-publicized marketing obstacles. Do the students feel that their chosen company’s marketing strategy and tactics are good or bad? When groups have finished talking about their chosen companies, each group should share its ideas with the class.
Create a presentation on Google Slides and upload it to Classroom. Prepare to give the presentation in person.
You will be divided into small groups of two or three. Choose a company with a well-known marketing strategy (for example, students might choose a company that markets to families, one that runs controversial commercials, or one that attacks its competitors in its ads). Based on your research, students should determine what they think of the company’s strategy and whether the company has faced any well-publicized marketing obstacles. Do the students feel that their chosen company’s marketing strategy and tactics are good or bad? When groups have finished talking about their chosen companies, each group should share its ideas with the class.
Create a presentation on Google Slides and upload it to Classroom. Prepare to give the presentation in person.
Thursday
Learning Guide - 30 minutes
See Classroom and complete the learning guide.
Assessment - 20 minutes
See Google Classroom for your assessment
Done? - 50 minutes
Work on your bulletin boards, any missing work in this class, or typing.
Learning Guide - 30 minutes
See Classroom and complete the learning guide.
Assessment - 20 minutes
See Google Classroom for your assessment
Done? - 50 minutes
Work on your bulletin boards, any missing work in this class, or typing.