Market Planning
What do marketers plan?
MP:003 Explain the concept of market and market identification
(CS) LAP-MP-003 (pp. 4-19—4-24)
MP:003 Explain the concept of market and market identification
(CS) LAP-MP-003 (pp. 4-19—4-24)
Objectives
a. Define the following terms: market, target market, mass marketing, marketing segments, market segmentation, demographic segmentation, geographic segmentation, psychographic segmentation, and behavioral segmentation.
b. Explain the importance of target markets to businesses.
c. Describe advantages and disadvantages of mass marketing.
d. Describe advantages and disadvantages of using market segments.
e. Explain why the use of market segments is increasing.
f. Describe demographic characteristics that are analyzed by marketers.
g. Explain the value of geographic segmentation.
h. Discuss the value of psychographic segmentation.
i. Describe types of behavioral segmentation.
a. Define the following terms: market, target market, mass marketing, marketing segments, market segmentation, demographic segmentation, geographic segmentation, psychographic segmentation, and behavioral segmentation.
b. Explain the importance of target markets to businesses.
c. Describe advantages and disadvantages of mass marketing.
d. Describe advantages and disadvantages of using market segments.
e. Explain why the use of market segments is increasing.
f. Describe demographic characteristics that are analyzed by marketers.
g. Explain the value of geographic segmentation.
h. Discuss the value of psychographic segmentation.
i. Describe types of behavioral segmentation.
Monday
Video & Discussion - 10 minutes
What is target marketing? We'll discuss audiences and different types of segments.
Video & Discussion - 10 minutes
What is target marketing? We'll discuss audiences and different types of segments.
Ethics Case for Students - 10 minutes
A beverage company has completed a demographic market segmentation and determined that a certain ethnic group is growing at a fast rate. The company wants to target this market segment using advertisements and other campaigns that speak to the interests of this ethnic group. However, some people are concerned that these targeted marketing campaigns will play on offensive stereotypes. Is it ethical to target ethnic groups using generalizations about that group? Or should the company use a different tactic? (Ethical Principles Involved: Integrity, Respect, Viability)
A beverage company has completed a demographic market segmentation and determined that a certain ethnic group is growing at a fast rate. The company wants to target this market segment using advertisements and other campaigns that speak to the interests of this ethnic group. However, some people are concerned that these targeted marketing campaigns will play on offensive stereotypes. Is it ethical to target ethnic groups using generalizations about that group? Or should the company use a different tactic? (Ethical Principles Involved: Integrity, Respect, Viability)
Real World Example - 30 minutes
We will look at these videos/photos using real-world examples then have a discussion.
https://abcnews.go.com/GMA/video/easy-bake-oven-boys-girl-13-helps-transform-18004650
https://adland.tv/adnews/nba-chinese-new-year-secret-envelope-2017-30-usa
https://www.census.gov/content/dam/Census/newsroom/releases/2014/cb14-86_graphic_biketowork.jpg
We will look at these videos/photos using real-world examples then have a discussion.
https://abcnews.go.com/GMA/video/easy-bake-oven-boys-girl-13-helps-transform-18004650
https://adland.tv/adnews/nba-chinese-new-year-secret-envelope-2017-30-usa
https://www.census.gov/content/dam/Census/newsroom/releases/2014/cb14-86_graphic_biketowork.jpg
Activity - 20 minutes
In a Google Doc, create a phrase or description that you would use to promote a new skin cream to the following markets:
NEXT,
Select a national company and search online to determine its target market. Identify five things the business does to appeal to that market, identify additional things that the business could do to attract the market, record your findings and upload the Doc to Classroom.
In a Google Doc, create a phrase or description that you would use to promote a new skin cream to the following markets:
- Female athletes
- Physicians
- Men over 40
- Teenage girls
- Women in other global regions (e.g., Asia, Europe, Latin America, etc.)
NEXT,
Select a national company and search online to determine its target market. Identify five things the business does to appeal to that market, identify additional things that the business could do to attract the market, record your findings and upload the Doc to Classroom.
Readings - 30 minutes
We are going to look at the readings for today then have a discussion about what you read. See the 2 files below and take some time to read them.
We are going to look at the readings for today then have a discussion about what you read. See the 2 files below and take some time to read them.
| marketing_4-22.pdf |
| lap-mp-003-s_color.pdf |
Tuesday
Videos - 20 minutes
We will watch the videos then have a discussion.
Videos - 20 minutes
We will watch the videos then have a discussion.
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Presentation - 30 minutes
Each of you will prepare and present 2 or more slides. on "the concept of market and market identification".
Each of you will prepare and present 2 or more slides. on "the concept of market and market identification".
| psw-mp-003.ppt |
Marty and the Martins - 10 minutes
These activities are designed to reinforce individual student understanding of market identification. Find the doc in Classroom. Fill it out then upload.
Say Cheese! - 10 minutes
These activities are designed to reinforce individual student understanding of market identification. Find the doc in Classroom. Fill it out then upload.
These activities are designed to reinforce individual student understanding of market identification. Find the doc in Classroom. Fill it out then upload.
Say Cheese! - 10 minutes
These activities are designed to reinforce individual student understanding of market identification. Find the doc in Classroom. Fill it out then upload.
Can You Segment These Markets? - 15 minutes
You will be divided into groups of three or four students each. Appoint a recorder for each group. Each group is to determine the correct type(s) of market segmentation to use for each individual identified. Then, the group should identify the specific form of segmentation to use. An example will be provided to get you started. When all groups have finished, the group’s recorder to identify the group’s responses. Check classroom for the doc and upload your finished product to classroom.
You will be divided into groups of three or four students each. Appoint a recorder for each group. Each group is to determine the correct type(s) of market segmentation to use for each individual identified. Then, the group should identify the specific form of segmentation to use. An example will be provided to get you started. When all groups have finished, the group’s recorder to identify the group’s responses. Check classroom for the doc and upload your finished product to classroom.
Wednesday
Group Activity - 20 minutes
With your partner, pick a popular athletic shoe brand (e.g., Nike, adidas, Reebok, Puma). Find a video of a commercial or other online ad published by the company. Teams should analyze the content to identify the target market(s) that it is intended for and conduct research to locate statistics that relate to those consumers’ demographics, psychographics, and behaviors. Present your assigned shoe brand’s video and share research about the targeted market(s) to the class. We will follow-up with class discussion of any similarities or differences in the way the athletic shoe brands target their customers.
Learning Guide - 20 minutes
Take time to reflect and fill out the learning guide.
Assessment - 15 minutes
Check Google classroom and take the assessment in Google Forms.
Bulletin Boards - 30 minutes
Work on your bulletin boards. Check to look for empty spaces and how you can improve the design.
Group Activity - 20 minutes
With your partner, pick a popular athletic shoe brand (e.g., Nike, adidas, Reebok, Puma). Find a video of a commercial or other online ad published by the company. Teams should analyze the content to identify the target market(s) that it is intended for and conduct research to locate statistics that relate to those consumers’ demographics, psychographics, and behaviors. Present your assigned shoe brand’s video and share research about the targeted market(s) to the class. We will follow-up with class discussion of any similarities or differences in the way the athletic shoe brands target their customers.
Learning Guide - 20 minutes
Take time to reflect and fill out the learning guide.
Assessment - 15 minutes
Check Google classroom and take the assessment in Google Forms.
Bulletin Boards - 30 minutes
Work on your bulletin boards. Check to look for empty spaces and how you can improve the design.
What do marketers plan?
CO:053 Participate in group discussions
LAP-QS-029 (CS) (pp. 4-25—4-27)
Objectives
a. Explain why it is important to participate in group discussions.
b. Identify effective group discussion techniques.
c. Discuss the results of inappropriate group discussions.
d. Explain ways to improve participation in group discussions.
e. Demonstrate procedures for participating in group discussions.
CO:053 Participate in group discussions
LAP-QS-029 (CS) (pp. 4-25—4-27)
Objectives
a. Explain why it is important to participate in group discussions.
b. Identify effective group discussion techniques.
c. Discuss the results of inappropriate group discussions.
d. Explain ways to improve participation in group discussions.
e. Demonstrate procedures for participating in group discussions.
Video & Discussion - 10 minutes
We'll watch the video below and have a discussion.
We'll watch the video below and have a discussion.
Ethics Case for Students - 10 minutes
Marcus is working with a group to prepare a marketing plan for an upcoming presentation. He notices that one of his team members, Dani, is being quiet and not contributing much to the conversation. When Marcus asks her about it after the meeting, Dani says that she prefers to stay quiet and listen to what others say rather than contributing herself. While Marcus understands Dani’s point of view, he knows that for the group to be successful, everyone should be speaking up and sharing their ideas. What should Marcus do? Should he make sure the group gives Dani a fair chance to contribute? Or should he respect Dani’s preference to stay quiet? (Ethical Principles Involved: Trust, Transparency, Fairness, Respect)
Activity
With your partner, you will select a current problem/topic of interest that is relatively easy to research. Research the problem/topic individually. Then, each group should record responses to the following items:
Finally, your group will share findings with the class in a Google Slides presentation. Submit your slides classroom.
Marcus is working with a group to prepare a marketing plan for an upcoming presentation. He notices that one of his team members, Dani, is being quiet and not contributing much to the conversation. When Marcus asks her about it after the meeting, Dani says that she prefers to stay quiet and listen to what others say rather than contributing herself. While Marcus understands Dani’s point of view, he knows that for the group to be successful, everyone should be speaking up and sharing their ideas. What should Marcus do? Should he make sure the group gives Dani a fair chance to contribute? Or should he respect Dani’s preference to stay quiet? (Ethical Principles Involved: Trust, Transparency, Fairness, Respect)
Activity
With your partner, you will select a current problem/topic of interest that is relatively easy to research. Research the problem/topic individually. Then, each group should record responses to the following items:
- Intro slide
- Identify the issue/problem.
- Provide proof from your research that the issue/problem exists.
- Explain the causes of the issue/problem.
- Predict possible future effects of the issue/problem.
- Present possible solutions to the issue/problem.
- Determine advantages and disadvantages of each solution.
- Select the best solutions.
- Conclusion
Finally, your group will share findings with the class in a Google Slides presentation. Submit your slides classroom.