Name:
Marketing
Standard 1 Day 1 LESSON OUTLINE
Objective 1:
Understand that marketing is all around us
a. Define the term “marketing”
b. Identify the functions of marketing
1. Wait for your Instructor’s directions regarding the first assignment
“Scavenger Hunt” found in your packet.
2. Complete the “Lecture Guide” using the “PowerPoint” Presentation
and your Instructor.
3. Complete each of the worksheets as they are presented in the
PowerPoint.
a. Video Segment “What is a Price?” Sections 5-7
b. Complete and correct the “Vocabulary Worksheet”
c. Participate in the “Marketing Management Series Event” DECA
role play
4. Turn in your completed packet to your Instructor.
Name:
Marketing
Scavenger Hunt
For 15 minutes, search the school for marketing efforts. The list must include, but is not limited to,
the location and supposed effectiveness of trophy displays, posters, and banners. Format your
paper as shown below. Describe the item, where it is in the building, and why you think it is
effective. You must have a minimum of 10 items to receive full credit for this assignment.
You may NOT exit the school building. (DO NOT GO OUTSIDE!!!)
Any student not in their seat, in the classroom, at the end of the time will be marked un-excused
absent for the day.
Item
Location
What did you like about this advert?
Name:
Marketing
Marketing Is All Around Us
What is Marketing?
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
Functions of Marketing -- ______________________ that work together to get goods
and services from the producer to the consumer.
1. ____________________________________
2. ____________________________________
3. ____________________________________
4. ____________________________________
5. ____________________________________
6. ____________________________________
7. ____________________________________
Each is _____________________________
Distribution – Deciding ________________ and to _________________ products
need to be sold to reach _____________________________.
Financing – getting the _________________ necessary to _____________________
Name:
Marketing
Marketing Information Management – Getting information to make sound
_____________________________________________. Usually obtained through
_____________________________________
Pricing – How much to _____________________ to maximize _________________
Product Service Management -- _______________________________, maintaining,
and improving a ________________________ in response to market opportunities.
Promotion -- _______________________ with potential customer to _____________
___________________, and _________________ them about a business’s products.
Selling – Planned, personalized _____________________ that __________________
Purchase decisions.
The Global Economy
Marketers are found at every level of business.
Nearly all business decisions have a Marketing element
Marketing changes the:
Number (increased variety)
Quality (better quality because of competition)
and Price (lower price because of competition)
of products that you can buy.
Name:
Marketing
The Marketing Concept says
Businesses must satisfy customers’ _____________________in order to make a
________________
1. If automobile manufactures do not give their _____________ a choice (what
they want), they will __________________________________________.
2. That concept is true for all businesses.
3. ______________________________________________________________.
Name:
Marketing
Vocabulary Worksheet
1. What is the definition of Marketing?
2. What do we call all of the activities that make a product or service that is capable of satisfying
customers’ wants and needs?
5. What does the Marketing Concept state?
6. Create a Marketing Concept statement for the manufacture of your toothpaste.
a. ____________ must sell toothpaste that is ___________ flavored.
7. Why is the above statement about your toothpaste true?
8. In which three ways does Marketing make the products you buy better?
Name:
Marketing
MARKETING MANAGEMENT SERIES EVENT
PARTICIPANT INSTRUCTIONS
PERFORMANCE INDICATORS
1. Describe marketing functions and related activities.
2. Identify product’s/service’s competitive advantage.
3. Discuss motivational theories that impact buying behavior.
4. Explain customer/client/business buying behavior.
5. Demonstrate connections between company actions and results.
EVENT SITUATION
You are to assume the role of marketing specialist for TOUCH TECHNOLOGY, a media technology
company that produces mobile phones. The CEO (judge) has asked you to develop a marketing plan
for an existing product.
TOUCH TECHNOLOGY is a respected leader in media technology. In hopes of increasing the company’s
market share in the competitive industry, the company would like to increase marketing plans for their
smart phone, the Aviator. The Aviator was the first smart phone ever produced. It was introduced to
the public over a decade ago, long before the competition launched similar models. While the Aviator
can still claim superior technology as a product, its competition enjoys a higher market share,
universal popularity and a “coolness factor” the handheld Aviator cannot seem to match. A recent
study showed that only 2% of consumers purchasing smart phones in the future would choose the
Aviator.
Competitors’ smart phones offer more than 100,000 applications compared to only 400 for the
Aviator. Consumer feedback indicated that the Aviator’s e-mail system is difficult to use and not
always dependable. The Aviator is only available in the standard black or silver color options, which
many feel are outdated.
The CEO (judge) has asked for you to develop a marketing plan specifically for the Aviator that will
help gain a larger market share in the smart phone industry. In developing your plan, the CEO (judge)
wants a prioritized list of changes that need to be made to the Aviator to support the success of the
marketing strategies.
You will present the marketing plan to the CEO (judge) in a role-play to take place in the CEO’s
(judge’s) office. The CEO (judge) will begin the role-play by greeting you and asking to hear your
ideas. After you have presented the marketing plan and have answered the CEO’s (judge’s)
questions, the CEO (judge) will conclude the role-play by thanking you for your work.
Name:
Marketing
Standard 1 Day 2 LESSON OUTLINE
Objective 2:
Understand the concept of private enterprise
a. Explain the importance of marketing in a global economy
b. Identify types of economic systems (tradition, command, market, mixed)
c. Understand the four pillars of the free enterprise system (Private Property, Price
System, Competition, Entrepreneurship)
d. Understand the role of entrepreneurs, businesses, government, and consumers in
the free enterprise system
1. Complete the “Lecture Guide” using the “PowerPoint” Presentation
and your Instructor.
2. Complete each of the worksheets as they are presented in the
PowerPoint.
a. “ECONOMIC SYSTEM MATCHUP” Worksheet
b. Complete and correct the “Vocabulary Worksheet”
c. Participate in the “Food Marketing Series” DECA Role Play
3. Turn in your completed packet to your Instructor.
Name:
Basic Principles – The Free Enterprise System is based on:
Marketing
____________________________ We can own just about anything. The system encourages
individuals to own _______________________.
____________________________ -- the struggle between companies for customers.
Two kinds:
______________ competition focuses on the price.
__________________competition -- factors not related to price such as quality, service,
location, reputation.
____________ – the money earned from conducting business after all costs and expenses are paid.
–Profit is the __________________ for taking a risk.

Motivation - the
more people feel appreciated the harder they will work.
–Profits are _____________ when sales are __________ and costs are __________.
The Role of Government1. ____________________________ – military, police, fire, education, transportation, etc.
2. __________________________ laws to protect safety, health, and welfare of individuals
3. _______________________________ – SBA, trade alliances
Supporter of Business
•
I mports
– Items coming into a Country
• E xports
– Items going out to a different Country
• T rade Surplus
– When a Country Exports more than it Imports
•
This is good, you’re selling more than you are buying.
• Trade Deficit
– When a Country Imports more than it Exports
•
This is bad, you’re buying more than you are selling.
Economic Systems
•
T raditional
– Barter system. Third World Countries. Products traded for Products. Gold (or
Name:
Marketing
precious metals) as currency.. Property is viewed as communal for the good of
the village.
• C ommand
– Government responsible for deciding who gets what resources. Products are
rationed. From each according to ability to each according to need. Total
Government control of trade. No private ownership of property.
Economic Systems Cont.
•
M arket
– Complete freedom of trade. Products can easily be traded between people.
Private ownership of property with no rules regarding the use of the property.
Supply and Demand set prices.
• M ixed
– A “mix” of Command and Market. Private ownership of property with Government
regulation of what you can/cannot do with the property. Resources can be traded
between people but there may be rules regarding how or when.
Forms of Ownership
•
Market/Mixed economies that allow for private ownership
•
S ole Proprietorship
– One person owns the company. All the risk but also all the profits belong to the
owner.
Forms of Ownership Cont.
•
P artnership
– Two to three persons share ownership of the company. They share the risk but
also share the profits.
• C orporation
– Legal separation from the company and the owners. Company is treated as an
individual . If the company goes bankrupt the owners personal assets remain
untouched.
Name:
Marketing
ECONOMIC SYSTEM MATCHUP
Directions: Match each of the following statements to the type of economic system that it
characterizes. Record your responses in the spaces provided. When you have finished,
compare your responses with those found in the answer guide provided by your instructor.
T-- Traditional Economic System
C - Command Economic System
S - Mixed Economic System
M - Market Economy
1.
_____ Prices set by the government
2.
_____ Free competition
3.
_____ Lack of growth and progress
4.
_____ Consumers make economic decisions
5.
_____ Government sets production quotas
6.
_____ Government tells workers whether they will work
7.
_____ Based on habits, customs, and beliefs
8.
_____ Private ownership of property with no restrictions
9.
_____ Great Britain
10. _____ China
11. _____ Subsistence system
12. _____ Government makes all economic decisions
13. _____ High taxes
14. _____ Government owns part of the means of production
15. _____ United States
16. _____ Undeveloped countries in Asia, Africa, Latin America, Middle East
17. _____ Heavy use of advertising
Name:
Vocabulary Worksheet
Marketing
Define:
1. Provider of Services
2. Protector of Consumers
3. Enforcer of Rules and Regulations
4. Sole Proprietorship
5. Partnership
6. Corporation
7. Traditional economic system
8. Command economic system
9. Market economic system
10. Mixed economic system
Four pillars of Free Enterprise include Private Property, Price System, Competition,
Entrepreneurship. Define each of these:
11. Private Property
12. Price System
13. Competition
14. Entrepreneurship
Name:
Marketing
Economic Dice
Everyone has their own dice. A decision must be made about how you are going to allocate
your resources. You can “claim” any number from 1-6. However, each choice has a
consequence. You claim a choice by turning your dice to the desired number (without anybody
seeing it) and covering it with your hand. The team leader calls out 3, 2, 1, and everyone
removes their hand at the same time.
1.
2.
3.
4.
If everyone claims a 2, 3, 4, or 5 then all players get 50 points.
If only one person claims a 1 or 6 then that one person gets 100 points and all 2-5 players get 25.
If more than one person claims a 1 or 6 then they get no points and the 2-5 players each get 75.
If more than one person claims a 1 or a 6 (all 1’s or all 6”s) then they each get 50 points and the 25 players each get 0.
First person to 1,000 wins a small prize. If the group reaches 1,000 together then each player
gets a prize. (The prize isn’t much so DON’T CHEAT, Karma on all those who fraud a
teacher!)
Questions:
From the results of your group…
which economic system did your group follow? _____________________________________
did you ever claim a 1 or a 6, what motivated you to do this? ____________________________
did you consistently choose a 2-5, why? ____________________________________________
did you consistently choose all 1’s or all 6’s, why? ____________________________________
Why is there a rule regarding all 1’s or all 6’s? _______________________________________
In real life, do your financial actions affect others? (Yes/No then defend your position)_______
_____________________________________________________________________________
_____________________________________________________________________________
Who protects people from negative impact? _________________________________________
Name:
Marketing
Standard 1 Day 3 LESSON OUTLINE
Objective 3:
Understand the marketing mix or 4P’s of
marketing
a. Identify the four elements of the marketing
mix (4P’s of marketing -Product, Price,
Place, Promotion)
b. Discover how each element is strategically
used to make marketing decisions
1. Complete the “Lecture Guide” using the “PowerPoint” Presentation,
the book, and your Instructor.
2. Complete each of the worksheets as they are presented in the
PowerPoint.
a. “Marketing’s 4 P’s: The Consumer Angle” Video Listing Guide
b. Complete the “Vocabulary Review”
c. Participate in the “TRAVEL AND TOURISM MARKETING
MANAGEMENT” DECA Role Play
3. Complete the “Test Review”
4. Turn in your completed packet to your Instructor and take the Test.
Name:
Marketing
Fundamentals of Marketing
Marketing Mix -- Basic marketing ___________________ – the four P’s
1. __________________________
2. __________________________
3. __________________________
4. __________________________
Product Strategies
What product to ____________
How to _____________ it
What _________name to use
What __________ to project
Place Strategies
_________ and __________ a product will be distributed.
Price Strategies
Reflect what customers are ______________________.
Promotion Strategies
How potential customers will be _________ about the new product
Name:
•What the ____________ will be
Marketing
•When and where it will be delivered
•What _______________ are there to purchase it
The Marketing Mix
The elements _____________________
The Marketing Mix – The 4 P’s
•How does an organization measure the value of their marketing investment
• ROMI (Return on Marketing Investment)
•A Marketing Plan is a document that directs a company’s marketing activities
•Management must select a ______________ of marketing mix decisions that
will satisfy target markets and achieve organizational ___________
Name:
Marketing
Marketing’s 4 P’s: The Consumer Angle

Where does consumer research come from?

What are the two main markets?

Qualitative Research includes:

Quantitative Research includes:

What does the Marketing Mix include?
1.
2.
3.
4.

The Product is?

What is Price?

What does Place mean?

Promotion is?

What is the “fifth” P?

Marketing = ______________-
PRODUCT
 Products include?
PRICING
 What type of questions should you ask before setting a price?

How do you price a product to capture as many buyers a possible?

Price = _______________
Name:
 What is Skimming?

What is Penetration?
PLACE
 Most importantly Place includes

Direct Distribution

Indirect Distribution

How did DELL distribute the computers?
PROMOTION
 What does successful promotion allow consumers to achiever?

Mr. Wipple blanketed the airwaves with “

What did they build in NYC?

What are some examples of technology in Promotion?
POSITIONING
 What is Positioning?

How did Starbucks “change” coffee?
BRANDING
 How did branding start?

What is a brand?

People buy products because:

Porsche brand its cars?

Who is at the heart of Marketing?

Who decides which products succeed?
Marketing
Name:
Marketing
Vocabulary Review
1. _______________
Activities that work together to satisfy target markets and
achieve organizational goals.
2. _______________ How and where products are transported?
3. _______________ The art of informing the public about a product using a variety
of methods, some you paid for others where free, is called?
4. _______________
The Marketing Mix (4 P's) include?
5. _______________ Decisions about what product to make, how its packaged,
branding, and image are which marketing mix element?
6. _______________ How much customers are willing to spend for a product.
Name:
Marketing
TRAVEL AND TOURISM MARKETING MANAGEMENT
TEAM DECISION MAKING EVENT
SPECIFIC PERFORMANCE INDICATORS EVALUATED
Describe the nature of current economic problems.
Describe current issues and trends in the travel and tourism industry.
Describe the nature of target marketing in the travel and tourism industry.
Develop a marketing plan.
Determine services to provide customers.
Develop strategies to position a product/business.
Explain the role of promotion as a marketing function.
CASE STUDY SITUATION
You are to assume the roles of employees in the marketing department of COASTAL AIRWAYS, a midsize airline company. The airline’s general manager (judge) has asked you to prepare a marketing
plan.
COASTAL AIRWAYS, a family-owned airline, has been in business for 15 years. The company
specializes in flying to small cities along the coast where most major airlines don’t fly. The airline has
a fleet of 75 planes ranging from small prop planes up to its biggest plane, a DC-9. The average daily
passenger load is 1,500. The majority of customers are vacationers, but business professionals are
the fastest-growing segment.
While your traditional target market has been people looking for a good value for vacation travel, both
business travelers and those traveling for personal reasons have given the airline high marks in
customer satisfaction—COASTAL AIRWAYS has been one of the highest-rated airlines for the past 10
years. COASTAL AIRWAYS is known for providing no-frills, on-time travel at a reasonable price. With its
growth over the past several years, COASTAL even offers a better selection of travel times to several
destinations than those of the major airlines.
Recent world events have put the travel industry as a whole into a downward spiral. Many airline
companies are operating fewer flights, and in some case even discontinuing service on less-profitable
routes, because they cannot get their flights filled. Because of its slow growth over the years and its
specific niche in the market, COASTAL AIRWAYS isn’t feeling that squeeze yet. In fact, management has
decided to add new daily flights for their busiest routes, with the option to add even more, to
accommodate the additional demand of business travelers. COASTAL AIRWAYS is essentially filling the
voids left by airlines who have reduced their number of flights in anticipation of an increase in demand
back to previous levels, or even higher.
COASTAL AIRWAYS is confident that it will remain a first choice for people traveling for personal
reasons, vacation or otherwise. It is just a matter of time, as people become more comfortable again
with air travel, before personal travel returns to previous levels. Still, the largest area of growth
opportunity is business travelers.
You know several characteristics of the average business traveler—business travelers are more cost
conscious than in the past, they look for convenience in travel schedules, and they tend to be more
brand loyal than personal travelers. The airline’s general manager (judge) wants you to create a plan
to attract the business travel market, while at the same time maintaining the airline’s strong appeal to
personal travelers. The plan should include advertising and promotional strategies, as well as
services offered to customers.
Name:
Marketing
Test Review
1) Deciding how, where, and to whom products need to be sold to reach the Consumer is called
__________.
A B C D
Ans: ________________________
2) A product that cannot be stored. It is generally considered to be in-tangible.
A B C D
Ans: ________________________
3) A product that can be stored. Generally considered to be tangible.
A B C D
Ans: ________________________
4) A combination of four strategies that management uses to market a product and achieve
organizational goals
A B C D
Ans: ________________________
5) What is the term for the phrase "Companies sell what Customers want."
A B C D
Ans: ________________________
6) As a funder of public libraries, the government is acting in what role?
A B C D
Ans: ________________________
7) Activities that work together to get goods and services from producers to consumers
A B C D
Ans: ________________________
8) Getting the money necessary to operate a business
A B C D
Ans: ________________________
9) Getting information to make sound business decisions
A B C D
Ans: ________________________
10) What is the term for the struggle between companies for customers?
A B
Ans: ________________________
11) Which of the four P’s of marketing effects the Location and Transportation of the product?
A B
C D
Ans: ________________________
12) What is the group that decides whether or not a business will survive?
A B
C D
Ans: ________________________
13) one to five percent of a business's sales.
A B C D
Ans: ________________________
14) Economic System where property is viewed as communal for the good of the village.
A B
C D
Ans: ________________________
15) Economic System where the Government has total control of trade. There is no private
ownership of property.
A B C D
Ans: ________________________
Name:
Marketing
16) Economic System where there is private ownership of property with no rules regarding the use of
the property. Supply and Demand set prices.
A B C D
Ans: ________________________
17) Economic System with Government regulation of what you can/cannot due with the property.
Resources can be traded between people but their may be rules regarding how or when.
A B C D
Ans: ________________________
18) One person owns the company. All the risk but also all the profits belong to the owner.
A B C D
Ans: ________________________
19) A country that imports more than it exports is experiencing a Trade __________.
A B C D
Ans: ________________________
20) What is the term for the phrase "Companies sell what Customers want."
A B C D
Ans: ________________________
21) Which of the following are the Economic Benefits of Marketing?
A B C D
Ans: ________________________