Marketing Management
6622
Planning Guide Sheets
Section 5
(Use to develop lesson plans)
Section 5
Planning Guide Sheets
Page 5-2
Overview
The following planning guide sheets were developed for each of the
performance indicators in the Marketing Applications course guide. Each
guide sheet identifies a Knowledge and Skill Statement (standard), a
Performance Element (topic), a Performance Indicator, a Curriculum Planning
Level, SCANS crosswalk, 21st Century Skills crosswalk, Objectives, a
Performance Activity, and a listing of resources. The LAPs and presentation
software packages identified in the resource listing can be purchased
separately from MBA Research and Curriculum Center.
Performance
Activities
A performance activity is provided for each performance indicator. These
activities can be used to reinforce concepts, practice skills, extend
knowledge, and/or assess student performance. Considerations made in
developing the activities are as follows:
The activities should promote critical thinking, decision-making, and
teamwork.
The activities should appeal to different learning and teaching styles and help
to maintain student interest.
The activities should reflect the intent of the performance indicators; e.g.,
concept-oriented activities should be developed for concept-oriented
performance indicators.
The activities should enable students to integrate and apply academic
content.
The activities should encourage the use of technology.
The activities should be viewed as examples that can be used for instructional
assistance. They should not be considered mandatory or all inclusive. Other
activities can be substituted when a teacher has materials that s/he feels will
be of more interest to students and will better reinforce the specific
performance indicators.
In parts of the selling instructional area, an ongoing project has been added to
or substituted for the performance activity. Students will work individually, in
pairs, and as small groups to complete the project.
Briefings
A briefing, or mini-lecture, has been provided for a number of performance
indicators. The briefing presents an outline of the key points to address in a
class lecture. The first briefing begins on page 5-5.
6622 Marketing Management, Summer 2011 Version 2
Marketing Applications Course Guide
© 2012, MBA Research and Curriculum Center®
Section 5
Planning Guide Sheets
Page 5-3
Knowledge/
Skill
Statement
Understands the tools, techniques, and systems that businesses use to create
exchanges and satisfy organizational objectives
Performance
Element
Understand marketing’s role and function in business to facilitate economic
exchanges with customers.
Performance
Indicator
Describe marketing functions and related activities (MK:002, MK LAP 1) –
REVIEW (SUPPLEMENTAL)
Level
Career-sustaining
SCANS
Information 5; Systems 15; Thinking Skills 12
21st Century
Skills
Critical Thinking and Problem Solving Skills 1, 3
Objectives
a.
b.
c.
d.
Sample
Activity
Define the following terms: channel management, marketing-information
management, pricing, product/service management, promotion, and selling.
Explain the purposes of each marketing function.
Describe the importance of each marketing function to marketing.
Explain the interrelationships among marketing functions.
Make a list of all of the goods and services that you have used in the past 24
hours, and respond to the following questions:
a. How did you come to use these goods/services?
b. How did you find out about these goods/services?
c. Where did you obtain these goods/services?
d. How much did these goods/services cost?
Resources
LAP
Marketing Education Resource Center. (2006). Work the big six (Marketing
functions) [LAP: MK-001]. Columbus, OH: Author.
Marketing Education Resource Center. (2006). Work the big six (Marketing
functions): Instructor copy [LAP: MK-001]. Columbus, OH: Author.
Textbooks
Boone, G., & Kurtz, D.L. (2009). Contemporary marketing 2009 (pp. 23-24).
Mason, OH: South-Western Cengage Learning.
Burrow, J.L. (2006). Marketing (2nd ed.) [pp. 6-8, 473]. Mason, OH:
Thomson/South-Western.
Clark, B., Sobel, J., & Basteri, C.G. (2010). Marketing dynamics: Teacher’s
edition (2nd ed.) [pp. 46-48]. Tinley Park, IL: Goodheart-Willcox Company,
Inc.
Dlabay, L.R., Burrow, J.L., & Kleindl, B. (2009). Intro to business (7th ed.) [pp.
236-238]. Mason, OH: South-Western Cengage Learning.
Farese, L.S.; Kimbrell, G.; & Woloszyk, C.A. (2009). Marketing essentials (pp. 47). Woodland Hills, CA: Glencoe/McGraw-Hill.
Ivancevich, J. M., & Duening, T. N. (2007). Business principles, guidelines, and
practices (2nd ed.) [p. 371]. Mason, OH: Thomson.
Workbooks/
Manuals
Burrow, J.L. (2003). Marketing: Business 2000 (pp. 5-6, 35-36, 88-89, 110, 117,
132-133, 140-144). Mason, OH: South-Western/Thomson Learning.
6622 Marketing Management, Summer 2011 Version 2
Marketing Applications Course Guide
© 2012, MBA Research and Curriculum Center®
Section 5
Software/
Online
Planning Guide Sheets
Page 5-4
Business Technology Curriculum. (n.d.). International marketing. Retrieved May
2, 2011, from
http://www.educ.uidaho.edu/bustech/International_Business/Advance/mark
eting.htm
KnowThis.com. (1998-2011). Distribution decisions. Retrieved May 2, 2011, from
http://www.knowthis.com/tutorials/principles-of-marketing/distributiondecisions.htm
KnowThis.com. (1998-2011). Managing products. Retrieved May 2, 2011, from
http://www.knowthis.com/tutorials/principles-of-marketing/managingproducts.htm
KnowThis.com. (1998-2011). Marketing research. Retrieved May 2, 2011, from
http://www.knowthis.com/tutorials/principles-of-marketing/marketingresearch.htm
KnowThis.com. (1998-2011). Personal selling. Retrieved May 2, 2011, from
http://www.knowthis.com/tutorials/principles-of-marketing/personalselling.htm
KnowThis.com. (1998-2011). Pricing decisions. Retrieved May 2, 2011, from
http://www.knowthis.com/tutorials/principles-of-marketing/pricingdecisions.htm
KnowThis.com. (1998-2011). Promotion decisions. Retrieved May 2, 2011, from
http://www.knowthis.com/tutorials/principles-of-marketing/promotiondecisions.htm
Mccormack, R. W. (2011). Functions of marketing - market and marketing
philosophies. Retrieved May 2, 2011, from
http://ezinearticles.com/?Functions-of-Marketing---Market-and-Marketing-Philosophies&id=3681188
Marketing basics. (n.d.). Retrieved May 2, 2011, from
www.mjsd.k12.wi.us/mhs/depts/business/teachers/bruechert/documents/Ma
rketingBasics1.ppt
Marketing Education Resource Center. (2006). Work the big six (Marketing
functions) [LAP: MK-001: Presentation Software]. Columbus, OH: Author.
6622 Marketing Management, Summer 2011 Version 2
Marketing Applications Course Guide
© 2012, MBA Research and Curriculum Center®
Section 5
Key Points
Briefing: Marketing Functions
Page 5-5
Define marketing.
In 2007, the American Marketing Association updated its marketing definition to
“the activity, set of institutions, and processes for creating, communicating,
delivering, and exchanging offerings that have value for customers, clients,
partners, and society at large.”
Explain that marketing is composed of six interrelated activities that must
work together to get goods and services from producers to customers.
Explain that the six marketing functions must work together to attract target
customers to the business.
Describe the six marketing functions.
1. Channel management involves identifying, selecting, monitoring, and evaluating
sales channels
2. Marketing-information management involves gathering, accessing,
synthesizing, evaluating, and disseminating information.
3. Pricing involves determining and adjusting prices to maximize return and meet
customers’ perceptions of value.
4. Product/Service management involves obtaining, developing, maintaining, and
improving a product or service mix in response to market opportunities.
5. Promotion involves communicating information about goods, services, images,
and/or ideas to achieve a desired outcome.
6. Selling involves determining client needs and wants and responding through
planned, personalized communication that influences purchase decisions and
enhances future business opportunities.
Discuss the importance of each marketing function.
1. Channel management
a. Determines who will offer products and where they will be offered
b. Develops relationships with channel members
c. Assesses quality of vendor performance
2. Marketing-information management
a. Provides data that can be used for business decision-making
b. Provides data about effectiveness of marketing efforts
c. Provides data about customer satisfaction, customer loyalty, needs, and
wants
3. Pricing
a. Establishes products’ prices
b. Determines whether prices need to be adjusted
c. Sets policies and objectives for prices
4. Product/service management
a. Helps to determine which products a business will offer and in what
quantities
b. Aids in determining and developing a company’s/product’s image
c. Provides direction for other marketing activities based on changes in a
product’s life cycle
6622 Marketing Management, Summer 2011 Version 2
Marketing Applications Course Guide
© 2012, MBA Research and Curriculum Center®
Section 5
Briefing: Marketing Functions
5. Promotion
a. Reminds customers about products/businesses
b. Informs customers about products/businesses
c. Persuades customers about products/businesses
6. Selling
a. Creates a following of loyal customers
b Completes the exchange transaction
c. Provides services for customers
6622 Marketing Management, Summer 2011 Version 2
Marketing Applications Course Guide
© 2012, MBA Research and Curriculum Center®
Page 5-6
Section 5
Planning Guide Sheets
Knowledge/
Skill
Statement
Understands concepts, tools, and strategies used to explore, obtain, and
develop in a business career
Performance
Element
Utilize critical-thinking skills to determine best options/outcomes.
Performance
Indicator
Use time-management skills (PD:019, OP LAP 1) (SUPPLEMENTAL)
Level
Specialist
SCANS
Information 5; Thinking Skills 8-9,12; Personal Qualities 13,16
21st Century
Skills
Productivity & Accountability 1; Initiative & Self-Direction 4,5
Objectives
a.
b.
c.
d.
e.
f.
Performance
Activity
Page 5-7
Define the terms time management, stress, procrastination, free time,
weekly master list, to do list, and ABC principle.
Identify the characteristics of time.
List benefits of time management.
Describe ways to manage time.
Explain the time-management process.
Use time-management principles.
Ask students to keep a log of their school, work, and leisure activities for one
week. Tell them to evaluate the activities to determine how they thought they
spent their time and how they want to spend their time. Have them develop at
least two time-management goals identified from their analyses.
Resources
LAP
Marketing Education Resource Center. (2005). About time! [LAP: QS-021].
Columbus, OH: Author.
Marketing Education Resource Center. (2005). About time! Instructor copy
[LAP: QS-021]. Columbus, OH: Author.
Marketing Education Resource Center. (2006). About time! (Time
management in business) [LAP: OP-001]. Columbus, OH: Author.
Marketing Education Resource Center. (2006). About time! (Time
management in business): Instructor copy [LAP: OP-001]. Columbus,
OH: Author.
Textbooks
Clark, B., Sobel, J., & Basteri, C.G. (2010). Marketing dynamics: Teacher’s
edition (2nd ed.) [pp. 722-724]. Tinley Park, IL: Goodheart-Willcox
Company, Inc. Dalton, M., Hoyle, D.G., & Watts, M.W. (2006). Human
relations (3rd ed.) [pp. 493-499]. Mason, OH: South-Western Cengage
Learning.
DuBrin, A. (2009). Essentials of management: Instructor’s edition (8th ed.)
[pp.195, 547-548, 580-529]. Mason, OH: South-Western Cengage
Learning.
Farese, L. S., Kimbrell, G., & Woloszyk, C. A. (2009). Marketing essentials (p.
219). Woodland Hills, CA: Glencoe/McGraw-Hill.
Kimbrell, G., & Vineyard, B.S. (2006). Succeeding in the world of work (pp.
356-364). New York: Glencoe/McGraw-Hill.
6622 Marketing Management, Summer 2011 Version 2
Marketing Applications Course Guide
© 2012, MBA Research and Curriculum Center®
Section 5
Planning Guide Sheets
Page 5-8
Lussier, R.N. (2008). Human relations in organizations: Applications and skill
building (7th ed.) [pp. 114-128]. New York: McGraw-Hill Irwin.
Wallace, H.R., & Masters, L.A. (2006). Personal development for life & work
(9th ed.) [pp. 300-303, 313]. Mason, OH: South-Western Cengage
Learning.
Software/
Online
Bnet. (2007, March 12). Managing your time. Retrieved May 29, 2011, from
http://www.bnet.com/article/managing-your-time/55142
Clark, D. (2010, June). Time management and leadership. Retrieved May 24,
2011, from http://www.nwlink.com/~donclark/leader/leadtime.html
Cramm, S. (2004, August 17). It’s never too late for time management.
Retrieved May 29, 2011, from http://www.itworldcanada.com/news/itsnever-too-late-for-time-management/116527-pg2
Marketing Education Resource Center. (2005). About time! [LAP: QS-021:
Presentation Software]. Columbus, OH: Author.
Marketing Education Resource Center. (2006). About time! (Time
management in business) [LAP: OP-001: Presentation Software].
Columbus, OH: Author.
Mind Tools. (n.d.). Time management skills. Retrieved May 24, 2011, from
http://www.mindtools.com/pages/article/newHTE_00.htm
Mind Tools. (n.d.). To-do lists. Retrieved May 24, 2011, from
http://www.mindtools.com/pages/article/newHTE_05.htm
Ward, S. (2011). 11 time management tips. Retrieved May 24, 2011, from
http://sbinfocanada.about.com/cs/timemanagement/a/timemgttips.htm
6622 Marketing Management, Summer 2011 Version 2
Marketing Applications Course Guide
© 2012, MBA Research and Curriculum Center®
Section 5
Planning Guide Sheets
Knowledge/
Skill
Statement
Understands the tools, techniques, and systems that businesses use to
create exchanges and satisfy organizational objectives
Performance
Element
Acquire foundational knowledge of customer/client/business behavior to
understand what motivates decision-making.
Performance
Indicator
Explain factors that influence customer/client/business buying behavior
(MK:014)
Level
Specialist
SCANS
Information 5, Interpersonal 14, Systems 15, Basic Skills 5
21st Century
Skills
Global Awareness 3; Critical Thinking & Problem Solving 3
Objectives
a.
b.
c.
d.
e.
f.
g.
h.
i.
j.
k.
l.
m.
Performance
Activity
Page 5-9
Define the following terms: behavior, perception, drive, cues, attitudes,
beliefs, expectations,
Discuss the role that needs and wants play in behavior.
Explain the selective processes that consumers use to respond to
stimuli.
Distinguish between attitudes and beliefs.
Explain how cultural influences affect consumer behavior.
Describe how social influences impact consumer behavior.
Discuss how a person’s individual differences impact consumer
behavior.
Explain how psychological influences impact consumer behavior.
Discuss situational influences that impact consumer behavior.
Describe ways that final consumer behavior differs from that of business
customers.
Explain how environmental influences affect business-customers’
behavior.
Discuss how organizational influences affect business-customers’
behavior.
Explain why marketers attempt to satisfy both a company’s needs and
those of individuals when working with business customers.
Have students contact a business partner to find out who the person’s target
market is and what factors s/he feels impacts the buying behavior of that
target market. Encourage students to focus the discussion on cultural
influences, social influences, environmental influences, and organizational
influences. Have students discuss their findings with a small group of three
other students in the class. Ask the groups to compare similarities and
differences among their findings, developing a rationale for those findings.
Resources
Textbooks
Boone, G., & Kurtz, D.L. (2009). Contemporary marketing 2009 (pp. 158170). Mason, OH: South-Western Cengage Learning.
Bovée, C. L., & Thill, J.V. (2008). Business in action (4th ed.) [pp. 222-224].
Upper Saddle River, NJ: Pearson Prentice Hall.
Burrow, J.L. (2006). Marketing (2nd ed.) [pp.146-155]. Mason, OH:
Thomson/South-Western.
6622 Marketing Management, Summer 2011 Version 2
Marketing Applications Course Guide
© 2012, MBA Research and Curriculum Center®
Section 5
Planning Guide Sheets
Page 5-10
Clark, B., Sobel, J., & Basteri, C.G. (2010). Marketing dynamics: Teacher’s
edition (2nd ed.) [pp. 205-212, 215-221]. Tinley Park, IL: GoodheartWillcox Company, Inc.
Etzel, M.J.; Walker. B.J.; & Stanton, W.J. (2007). Marketing (14th ed.) [pp. 96107, 130, 131-136]. Burr Ridge, IL: McGraw-Hill Irwin.
Farese, L. S., Kimbrell, G., & Woloszyk, C. A. (2009). Marketing essentials
(pp. 28-29, 31-32, 263, 743). Woodland Hills, CA: Glencoe/McGraw-Hill.
Grewal, D. & Levy, M. (2008). Marketing (pp. 132-143, 159-166). New York:
McGraw-Hill Irwin.
Kotler, P. & Armstrong, G. (2008). Principles of Marketing (12th ed.) [pp. 130145, 162-163, 167-169]. Upper Saddle River: NJ: Prentice-Hall.
Lamb, C.W., Jr.; Hair, J.F., Jr.; & McDaniel, C. (2003). Essentials of
marketing (3rd ed.) [pp. 110-115]. Mason, OH: South-Western.
Perreault, W.D., Jr.; Cannon, J.P.; & McCarthy, E.J. (2008). Basic marketing:
A marketing strategy planning approach (16th ed.) [pp. 152-168, 178-186].
Burr Ridge, IL: McGraw-Hill Irwin.
Software/
Online
Buzzle. (2011). Consumer buying behavior, key determining factors, four m
and 8f. Retrieved May 24, 2011, from
http://www.buzzle.com/articles/consumer-buying-behavior-keydetermining-factors-four-m-and-8f.html
Chapter 6 class notes: What is consumer buying behavior? (n.d.). Retrieved
May 24, 2011, from http://www.udel.edu/alex/chapt6.html
Difference Between. (2011). Difference between values and beliefs. Retrieved
May 24, 2011, from
http://www.differencebetween.net/language/difference-between-valuesand-beliefs/
Falkow, S. (2011). Social media affecting BtoB buying behavior. Retrieved
May 24, 2011, from http://www.proactivereport.com/c/research/socialmedia-affecting-btob-buying-behavior/
KnowThis.com. (1998-2011). Business buying behavior. Retrieved May 24,
2011, from http://www.knowthis.com/principles-of-marketingtutorials/business-buying-behavior/
KnowThis.com. (1998-2011). Consumer buying behavior. Retrieved May 24,
2011, from http://www.knowthis.com/principles-of-marketingtutorials/consumer-buying-behavior/
Perner, L. (1999-2010). Consumer behavior: The psychology of marketing.
Retrieved May 24, 2011, from http://www.consumerpsychologist.com/
SlideShare. (2011). Consumer markets and consumer buying behavior:
Chapter 5. Retrieved May 24, 2011, from
http://www.slideshare.net/mehmetcihangir/consumer-markets-andconsumer-buyer-behavior-presentation
6622 Marketing Management, Summer 2011 Version 2
Marketing Applications Course Guide
© 2012, MBA Research and Curriculum Center®
Section 5
Planning Guide Sheets
Page 5-11
Knowledge/
Skill
Statement
Understands the tools, techniques, and systems that businesses use to create
exchanges and satisfy organizational objectives
Performance
Element
Acquire foundational knowledge of customer/client/business behavior to
understand what motivates decision-making.
Performance
Indicator
Demonstrate connections between company actions and results (e.g.,
influencing consumer buying behavior, gaining market share, etc.) (MK:019,
MK LAP 3)
Level
Specialist
SCANS
Information 5; Systems 15
21st Century
Skills
Leadership & Responsibility 3,4; Critical Thinking & Problem Solving 3; Social
& Cross-Cultural Skills 1,2,3
Objectives
a.
b.
c.
d.
e.
f.
g.
h.
i.
j.
k.
l.
m.
n.
o.
Performance
Activity
Identify actions that companies can take to contribute to their success.
Explain the importance of aligning company activities and strategies with
business goals.
Discuss the need for businesses to provide proper employee training.
Describe the importance of protecting the business’s reputation.
Identify ways that businesses protect their reputations.
Explain the importance of honest, clear communication within and outside
the business.
Discuss the need to provide excellent customer service for business
success.
Identify touch-point situations that can contribute to business success.
Describe the need to use both rational and emotional motivation to close
sales.
Explain how demonstrating corporate responsibility contributes to
company success.
Identify ways that businesses can demonstrate corporate responsibility.
Discuss the results businesses may achieve from taking positive actions
(e.g., increased efficiency, brand value, market share, and customer
loyalty; and an enhanced business reputation).
Explain negative company actions that businesses should strive to avoid
(e.g., not keeping promises, delivering low-quality goods and services,
using high-pressure sales techniques, acting unethically, responding
inappropriately to crises, failing to provide what customers want).
Describe negative consequences that may result from businesses’
negative actions.
Distinguish between customer satisfaction and customer loyalty.
Divide the class into groups of three or four students each. Ask each group to
choose a local business it wants to learn more about. Explain that the groups
should determine what positive and negative actions the business has taken
and what results have occurred. Tell the groups to gather information through
Internet research and by interviewing the owner or a manager of the business.
Ask the groups to present their findings to the class. Ask the class what
conclusions they can draw from the business actions.
6622 Marketing Management, Summer 2011 Version 2
Marketing Applications Course Guide
© 2012, MBA Research and Curriculum Center®
Section 5
Planning Guide Sheets
Page 5-12
Resources
LAP
Marketing Education Resource Center (2008). Just do it . . . Right (Company
actions and results) [LAP: MK-003]. Columbus, OH: Author.
Marketing Education Resource Center (2008). Just do it . . . Right (Company
actions and results): Instructor copy [LAP: MK-003]. Columbus, OH:
Author.
Textbooks
Boone, G., & Kurtz, D.L. (2009). Contemporary marketing 2009 (pp. 52-53,
100-103, 314-328, 359-360, 367-368, 496-498, 602-603). Mason, OH:
South-Western Cengage Learning.
Burrow, J.L. (2006). Marketing (2nd ed.) [pp. 34-38, 68, 174, 350, 412-413,
414, 518-520, 534, 590-591]. Mason, OH: Thomson/South-Western.
Clark, B., Sobel, J., & Basteri, C.G. (2010). Marketing dynamics: Teacher’s
edition (2nd ed.) [pp. 45, 66, 70-71, 294, 402, 623-627]. Tinley Park, IL:
Goodheart-Willcox Company, Inc.
Clow, K.E, & Baack, D. (2010). Integrated advertising, promotion, and
marketing communications (4th ed.) [pp. 360-367]. Upper Saddle River,
NJ: Prentice Hall.
Farese, L. S., Kimbrell, G., & Woloszyk, C. A. (2009). Marketing essentials (pp.
5, 134, 226, 266, 270, 323-325, 367, 374-375, 528-530, 600, 640, 771).
Woodland Hills, CA: Glencoe/McGraw-Hill.
Kotler, P. & Armstrong, G. (2008). Principles of Marketing (12th ed.) [pp. 6-22,
112-113, 441-442, 459-460]. Upper Saddle River: NJ: Prentice-Hall.
Workbooks/
Manuals
Odgers, P. (2004). The world of customer service (pp. 20-27, 190-194).
Mason, OH: South-Western.
Software/
Online
Ad Age. (2010, January 27). Why corporate success depends on ‘invincible’
employees. Retrieved May 24, 2011, from http://www.corporateleaders.com/index.cfm/page:provider-leaders/id:why-corporate-successdepends-on-invincible-employees
Cheyney, S. (2008, June 18). 5 ways to ruin your industry reputation.
Retrieved May 24, 2011, from
http://www.imediaconnection.com/content/19698.imc
eHow. (1999-2011). How to manage a company’s reputation. Retrieved May
24, 2011, from http://www.ehow.com/how_2103121_manage-companysreputation.html
Helium. (2009). Good examples of corporate social responsibility. Retrieved
May 24, 2011, from http://www.helium.com/knowledge/223938-goodexamples-of-corporate-social-responsibility
Marketing Education Resource Center. (2008). Just do it . . . Right (Company
actions and results) [LAP: MK-003: Presentation Software]. Columbus,
OH: Author.
MCorp Consulting. (2009). Touchpoints: A customer experience story.
Retrieved May 24, 2011, from
http://www.slideshare.net/Michael_Hinshaw/touchpoints-a-customerexperience-story-mcorp-consulting
Salisbury, B. R. (2011). Five key ways to protect your company's reputation.
Retrieved May 24, 2011, from http://ezinearticles.com/?Five-Key-Ways-toProtect-Your-Companys-Reputation&id=2126765
6622 Marketing Management, Summer 2011 Version 2
Marketing Applications Course Guide
© 2012, MBA Research and Curriculum Center®
Section 5
Planning Guide Sheets
Page 5-13
Knowledge/
Skill
Statement
Understands the concepts and strategies utilized to determine and target
marketing strategies to a select audience
Performance
Element
Employ marketing-information to develop a marketing plan.
Performance
Indicator
Explain the nature of marketing plans (MP:007, MP LAP 1)
Level
Specialist
SCANS
Information 5-8; Systems 15; Basic Skills 1-2, 5-6; Thinking Skills 8-9, 12
21st Century
Skills
Critical Thinking and Problem Solving Skills 1, 3; Communication &
Collaboration 1
Objectives
a.
b.
c.
d.
Performance
Activity
Search the Internet to locate an example of a marketing plan that you would
like for students to evaluate. Make a copy of the marketing plan for each
student. Organize the class into small groups of three or four students each.
Ask them to analyze the components of the marketing plan that you provide
and to determine its strengths and weaknesses. Ask each group to record
their recommendations of ways to improve the plan. Have the groups submit
their recommendations to you.
Define the terms marketing plan, situation analysis.
Explain the benefits associated with having a marketing plan.
Identify the components of marketing plans.
Describe the purpose of each component of the marketing plan.
Resources
LAPs
MBAResearch and Curriculum Center. (2011). A winning plan (Nature of
marketing plans) [LAP: MP-001]. Columbus, OH: Author.
MBAResearch and Curriculum Center. (2011). A winning plan (Nature of
marketing plans): Instructor copy [LAP: MP-001]. Columbus, OH: Author.
Textbooks
Allen, K.R. & Meyer, E.C. (2006). Entrepreneurship and small business
management (pp. 206-215). Woodland Hills, CA: McGraw-Hill/Glencoe.
Boone, G., & Kurtz, D.L. (2009). Contemporary marketing 2009 (pp. 60-73).
Mason, OH: South-Western Cengage Learning.
Burrow, J.L. (2006). Marketing (2nd ed.) [pp. 238-240]. Mason, OH:
Thomson/South-Western.
Clark, B., Sobel, J., & Basteri, C.G. (2010). Marketing dynamics: Teacher’s
edition (2nd ed.) [pp. 25-26, 61, 748]. Tinley Park, IL: Goodheart-Willcox
Company, Inc.
Etzel, M.J.; Walker, B.J.; & Stanton, W.J. (2007). Marketing (14th ed.)
[pp. 563-567]. New York: McGraw-Hill/Irwin.
Farese, L.S.; Kimbrell, G.; & Woloszyk, C.A. (2006). Marketing essentials (pp.
32-36). Woodland Hills, CA: Glencoe/McGraw-Hill.
Longenecker, J.G., Moore, C.W., Petty, J.W., & Palich, L.E. (2006). Small
business management: An entrepreneurial emphasis (13th ed.) [pp.130,
140-161]. Mason, OH: Thomson South-Western.
6622 Marketing Management, Summer 2011 Version 2
Marketing Applications Course Guide
© 2012, MBA Research and Curriculum Center®
Section 5
Planning Guide Sheets
Page 5-14
Perreault, W.D., Jr.; Cannon, J.P.; & McCarthy, E.J. (2008). Basic marketing:
Marketing strategy planning approach (16th ed.) [pp.41-43, 215-218, 588592]. New York: McGraw-Hill/Irwin.
Software/
Online
Basic elements of a marketing plan. (n.d.). Retrieved May 24, 2011, from
http://www.nmsbdc.org/pdf/serv-marketingplan.pdf
Entrepreneur.com. (n.d.). How to create a marketing plan. Retrieved May 24,
2011, from
http://www.entrepreneur.com/marketing/marketingbasics/marketingplan/a
rticle43018.html
Introduction to Marketing Planning. (n.d.). Retrieved May 24, 2011, from
http://classes.bus.oregonstate.edu/Summer05/ba499/elton/CourseMaterials/Introduction%20to%20Marketing%20Pla
nning.ppt
KnowThis.Com. (1998-2011). How to write a marketing plan. Retrieved May
24, 2011, from http://www.knowthis.com/tutorials/principles-ofmarketing/how-to-write-a-marketing-plan.htm
Margarit, A. (2011). Elements in the situational analysis. Retrieved May 24,
2011, from
http://marketing.about.com/od/marketingplanandstrategy/a/situationanaly
s.htm
Marketing Teacher. (2000-2011). Marketing plans—Lesson. Retrieved May
24, 2011, from
http://marketingteacher.com/Lessons/lesson_marketing_plan.htm
Mazzara, G. (2003, March 18). Why do we need a marketing plan anyway?
Retrieved May 24, 2011, from
http://www.marketingprofs.com/3/mazzara1.asp?sp=1#split
MBAResearch and Curriculum Center. (2011). A winning plan (Nature of
marketing plans) [LAP: MP-001: Presentation Software]. Columbus, OH:
Author.
Mplans.com. (1996-2011). Sample marketing plans. Retrieved May 24, 2011,
from http://www.mplans.com/spm/index.cfm?a=mc
Obringer, L.A. (1998-2011). How marketing plans work. Retrieved May 24,
2011, from http://money.howstuffworks.com/marketing-plan9.htm
Palo Alto Software. (1998-2011). Sample marketing plan. Retrieved May 24,
2011, from
http://www.morebusiness.com/templates_worksheets/bplans/printpre.brc
QuickMBA. (1999-2010). Marketing plan outline. Retrieved May 24, 2011,
from http://www.quickmba.com/marketing/plan/
SBA Jumpstart (2007, January 30). Marketing plans. Retrieved May 29, 2011,
from http://www.sbajumpstart.com/index.cfm?page=marketingplans.cfm
6622 Marketing Management, Summer 2011 Version 2
Marketing Applications Course Guide
© 2012, MBA Research and Curriculum Center®
Section 5
Key Points
Briefing: Nature of Marketing Plans (cont’d)
Page 5-15
Define the term marketing plan.
 A written document that specifies how, where, and to whom a business plans to
market its product(s) and/or brand(s).
 A small business typically creates a one-year marketing plan.
 Larger business may develop five-year marketing plans.
 A marketing plan may be part of a more comprehensive business plan.
Explain benefits associated with having a marketing plan.
 Can help to define a business and its goals
 Can serve as a roadmap to guide business actions and decision-making
 Can help a business to focus on its target market
 Can act as a measuring stick against which to measure business performance
 Can unite business employees toward common goals and make employees feel
like part of a cohesive team
 Captures people’s thoughts and ideas in writing
Identify the components of a marketing plan.
 Executive Summary
 Situation Analysis
 Marketing Goals and Objectives
 Marketing Strategies
 Implementation Plan
 Evaluation and Control
Describe the purposes of each marketing-plan component:
Executive summary
The executive summary contains a brief overview of the marketing plan. It focuses
only on the most important points of the plan.
Situation analysis
The situation analysis is an assessment of where the organization currently stands
both internally and externally. To develop this assessment, much analysis must be
done: an external analysis, a customer analysis, an internal analysis, and a SWOT
analysis. The organization’s product(s), target markets, distribution channels,
competitors, finances, strengths, weaknesses, opportunities, and threats must all
be considered.
Marketing goals and objectives
The marketing goals define what the business hopes to accomplish. The marketing
objectives, which should be measurable and specific, spell out how to meet those
goals.
Marketing strategies section
The marketing strategies component of the marketing plan provides detailed
information about the organization’s target markets and planned marketing mix
(product, price, place, and promotion).
Implementation plan
The implementation plan explains what the company must do to accomplish its
goals and objectives. More specifically, the implementation plan should note the
time, personnel, actions, and financial resources needed to reach these company
goals and objectives.
6622 Marketing Management, Summer 2011 Version 2
Marketing Applications Course Guide
© 2012, MBA Research and Curriculum Center®
Section 5
Briefing: Nature of Marketing Plans (cont’d)
Page 5-16
Evaluation and control section
The evaluation and control section contains performance standards against which
to measure the marketing plan and company performance. This section also
provides information on what actions should be taken if the marketing goals and
objectives are not met.
6622 Marketing Management, Summer 2011 Version 2
Marketing Applications Course Guide
© 2012, MBA Research and Curriculum Center®
Section 5
Planning Guide Sheets
Page 5-17
Knowledge/
Skill
Statement
Understands the concepts and strategies utilized to determine and target
marketing strategies to a select audience
Performance
Element
Employ marketing-information to develop a marketing plan.
Performance
Indicator
Explain the role of situation analysis in the marketing planning process
(MP:008)
Level
Specialist
SCANS
Information 5-8; Systems 15; Basic Skills 1-2,5-6; Thinking Skills 9,12
21st Century
Skills
Critical Thinking and Problem Solving Skills 1, 3; Communication &
Collaboration 1
Objectives
a. Define the terms business opportunity, business threat, business
environment, economic development, technological change, economic
change, environmental scanning, and environmental monitoring.
b. Explain how environmental threats for one company can represent
opportunities for another company.
c. Discuss the purpose of environmental scanning and monitoring in
situation analysis.
d. Explain why businesses should evaluate their internal environments in
the context of changes occurring in their external environments.
Performance
Activity
Ask students to each identify a business that they would be interested in
opening in their community and to determine the factors that should be
considered in its situation analysis. Have students discuss their ideas with a
small group of students.
Resources
Textbooks
Boone, G., & Kurtz, D.L. (2009). Contemporary marketing 2009 (p. 50, 64-65,
68-69). Mason, OH: South-Western Cengage Learning.
Burrow, J.L. (2006). Marketing (2nd ed.) [pp. 519, 599]. Mason, OH:
Thomson/South-Western.
Etzel, M.J., Walker, B.J. & Stanton, W.J. (2007). Marketing (14th ed.)
[p. 564]. New York: McGraw-Hill/Irwin.
Farese, L.S., Kimball, G., & Woloszyk, C.A. (2006). Marketing essentials (pp.
26-35). Woodland Hills, CA: Glencoe/McGraw-Hill.
Grewal, D. & Levy, M. (2008). Marketing (pp. 35-36, 86-106). New
York:McGraw-Hill Irwin.
Longenecker, J.G., Moore, C.W., Petty, J.W., & Palich, L.E. (2006). Small
business management: An entrepreneurial emphasis (13th ed.) [pp. 5661]. Mason, OH: Thomson South-Western.
Perreault, W.D., Jr., Cannon, J.P. & McCarthy, E.J. (2008). Basic marketing:
Marketing strategy planning approach (16th ed.) [pp. 215-218]. New York:
McGraw-Hill/Irwin.
Software/
Online
Bacal, R. (2002-2010). What is an environmental scan? Retrieved May 26,
2011, from http://work911.com/planningmaster/faq/scan.htm
6622 Marketing Management, Summer 2011 Version 2
Marketing Applications Course Guide
© 2012, MBA Research and Curriculum Center®
Section 5
Planning Guide Sheets
Page 5-18
Business Owner’s Toolkit. (2011). Events outside your control. Retrieved May
26, 2011, from
http://www.toolkit.com/small_business_guide/sbg.aspx?nid=P02_4360
Business Owner’s Toolkit. (2011). Situation analysis. Retrieved May 26, 2011,
from
http://www.toolkit.com/small_business_guide/sbg.aspx?nid=P03_8020
Dubo, J. (2011). Turning business threats into opportunities. Retrieved May
26, 2011, from http://www.submityourarticle.com/articles/J-Dubo1061/Business-Threats-7127.php
KnowThis.com. (1998-2011). Situational analysis. Retrieved May 26, 2011,
from http://www.knowthis.com/tutorials/principles-of-marketing/how-towrite-a-marketing-plan/2.htm
Margarit, A. (2011). Elements in the situational analysis. Retrieved May 26,
2011, from
http://marketing.about.com/od/marketingplanandstrategy/a/situationanaly
s.htm
McGraw-Hill/Irwin. (n.d.). Marketing plan outline. Retrieved May 26, 2011,
from www.workz.com/formz/MH-marketing-plan-notes.doc
U.S. Small Business Administration. (n.d.). Marketing plan components: A
snapshot of your current situation. Retrieved May 26, 2011, from
http://www.sba.gov/smallbusinessplanner/manage/marketandprice/serv_c
urrentsituation.html
6622 Marketing Management, Summer 2011 Version 2
Marketing Applications Course Guide
© 2012, MBA Research and Curriculum Center®
Section 5
Planning Guide Sheets
Page 5-19
Knowledge/
Skill
Statement
Understands the concepts, systems, and tools needed to gather, access,
synthesize, evaluate, and disseminate information for use in making business
decisions
Performance
Element
Employ marketing-information to develop a marketing plan.
Performance
Indicator
Explain the nature of sales forecasts (MP:013)
Level
Specialist
SCANS
Resources 2; Information 5-8; Systems 15; Basic Skills 1-3,5-6; Thinking
Skills 8-9,12
21st Century
Skills
Critical Thinking & Problem Solving 1,2,3,4,5; Information Literacy 1
Objectives
a. Define the following terms: sales forecast, qualitative forecasting, and
quantitative forecasting.
b. Identify items/factors for which sales forecasts can be used.
c. Discuss the time frame of sales forecasts.
d. Explain factors affecting how far ahead a business should predict sales.
e. Distinguish between qualitative and quantitative forecasting methods.
f. Describe factors affecting the sales forecast.
g. Explain business activities in which sales forecast information is used as
a planning tool.
h. Explain reasons that not all businesses use sales forecasts.
Performance
Activity
Tell students to imagine that they will be purchasing a toy store located in the
local mall during the month of November. The existing owner has told them
that their holiday sales forecast will be affected by the need to hire additional
personnel, the competition from another toy store in the mall, the increased
disposable income of customers, and the high demand for a hot new toy. Ask
students to determine if each of these changes is external or internal and to
predict whether each change will increase or decrease the sales forecast
amount. Team students up in pairs, and ask that students explain their
reasoning to the teammate.
Resources
Textbooks
Boone, G., & Kurtz, D.L. (2009). Contemporary marketing 2009 (pp. 267270). Mason, OH: South-Western Cengage Learning.
Burrow, J.L. (2006). Marketing (2nd ed.) [pp. 538-539]. Mason, OH:
Thomson/South-Western.
Clark, B., Sobel, J., & Basteri, C.G. (2010). Marketing dynamics: Teacher’s
edition (2nd ed.) [pp. 235, 244-245, 765]. Tinley Park, IL: GoodheartWillcox Company, Inc.
Etzel, M.J., Walker, B.J., & Stanton, W.J. (2007). Marketing (14th ed.) [pp.
161-164, 186, 251].Boston: McGraw-Hill/Irwin
Farese, L. S., Kimbrell, G., & Woloszyk, C. A. (2009). Marketing essentials
(pp. 35, 599-600, 765, 767). Woodland Hills, CA: Glencoe/McGraw-Hill.
Perreault, W. D., Cannon, J. P., & McCarthy, E. J. (2008). Basic marketing: A
marketing strategy planning approach (16th ed.) [ pp. 579-587]. Boston:
McGraw-Hill/Irwin.
6622 Marketing Management, Summer 2011 Version 2
Marketing Applications Course Guide
© 2012, MBA Research and Curriculum Center®
Section 5
Planning Guide Sheets
Page 5-20
Spiro, R.L., Rich, G.A., & Stanton, W.J. (2008). Management of a sales force
(12th ed.) [pp. 359-368]. New York, McGraw-Hill Irwin.
Tanner, J.F.; Honeycutt, E.D.; & Erffmeyer, R.C. (2009). Sales management:
Shaping future sales leaders (pp. 301-309). Upper Saddle River, NJ:
Prentice Hall.
Software/
Online
Answers.com. (n.d.). Sales forecasts. Retrieved May 26, 2011, from
http://www.answers.com/topic/sales-forecast
Fastlinksolutions. (n.d.) Sales forecasting. Retrieved May 26, 2011, from
http://www.fastlinksolutions.co.uk/calculat.htm
Mason, N. (2006, July 26). Forecasting techniques, part 1: Quantitative
forecasting. Retrieved May 26, 2011, from
http://www.clickz.com/3622909
Mason, N. (2006, August 8). Forecasting techniques, part 2: Qualitative
forecasting. Retrieved May 26, 2011, from
http://www.clickz.com/3623077
Morgan, L. (n.d.). Factors affecting sales forecasting. Retrieved May 26,
2011, from http://www.ehow.com/list_6518339_factors-affecting-salesforecasting.html
Statistical Forecasting. (2006). Importance of sales forecasting. Retrieved
May 26, 2011, from http://www.statisticalforecasting.com/importancesales-forecasting.php
tutor2u.net (n.d.). Sales forecasting. Retrieved May 26, 2011, from
http://tutor2u.net/business/marketing/sales_forecasting.asp
Virtual Advisor. (2009). Conduct a sales forecast. Retrieved May 26, 2011,
from http://www.vainteractive.com/inbusiness/editorial/sales/ibt/sales_fo.html
6622 Marketing Management, Summer 2011 Version 2
Marketing Applications Course Guide
© 2012, MBA Research and Curriculum Center®
Section 5
Planning Guide Sheets
Page 5-21
Knowledge/
Skill
Statement
Understands the concepts and actions needed to determine client needs and
wants and respond through planned, personalized communication that
influences purchase decisions and enhances future business opportunities
Performance
Element
Understand sales activities to show command of their nature and scope.
Performance
Indicator
Explain the impact of sales cycles (SE:380)
Level
Specialist
SCANS
Information 5, Systems 15
21st Century
Skills
Critical Thinking & Problem Solving 1,3
Objectives
a.
b.
c.
d.
e.
f.
Performance
Activity
Select one or more of the following YouTube videos to share with students
about the sales cycle:
http://www.youtube.com/watch?v=ZmGVFIw0-Ss&feature=related
Define the term sales cycle.
Discuss factors that affect the length of sales cycles.
Describe the advantages/disadvantages of short sales cycles.
Discuss the advantages/disadvantages of long sales cycles.
Describe actions salespeople can take to shorten the sales cycle.
Discuss actions salespeople take that lengthen the sales cycle.
http://www.youtube.com/watch?v=e6EDZhkoFqo
http://www.youtube.com/watch?v=zQM1b_DxGCo
Divide the class into groups of four or five students each. Explain that the
groups are to create a video to be uploaded to YouTube or to TeacherTube
that explains what sales cycles are, why salespeople want to shorten them,
and techniques salespeople could use to shorten their sales cycle. Tell them
to be concise and creative, keeping the videos between two and one-half and
three minutes in length. Ask students to share their videos with the class.
Resources
Textbooks
Johnston, M.W., & Marshall, G.W. (2009). Sales force management (9th ed.)
[pp. 16, 32-33]. New York: McGraw-Hill Irwin.
Kotler, P., & Armstrong, G. (2008). Principles of marketing (12th ed.) [pp. 462463]. Upper Saddle River, NJ: Prentice-Hall.
Spiro, R.L., Rich, G.A., & Stanton, W.J. (2008). Management of a sales force
(12th ed.) [pp. 52, 392]. New York, McGraw-Hill Irwin.
Software/
Online
Anderson, C. (n.d.). 8 procedures to take control of sales and marketing.
Retrieved May 26, 2011, from
http://www.themanager.org/Strategy/Procedures_3_Sales.htm
Brooks, B. (2001, August 10). Length of sales cycle can orchestrate how you
manage time. Retrieved May 26, 2011, from
http://triad.bizjournals.com/triad/stories/2001/08/13/smallb3.html
Costigan, J. (2006, March 17). 3 tips to shorten the selling cycle and boost
6622 Marketing Management, Summer 2011 Version 2
Marketing Applications Course Guide
© 2012, MBA Research and Curriculum Center®
Section 5
Planning Guide Sheets
Page 5-22
your performance. Retrieved May 26, 2011, from
http://carolinanewswire.com/news/News.cgi?database=columns.db&com
mand=viewone&id=210
McCall, K.L. (2004, February). Short and sweet: speeding up your regular
sales cycle is an excellent way to make your company's profits soar skyhigh. So what are you waiting for? Retrieved May 26, 2011, from
http://findarticles.com/p/articles/mi_m0DTI/is_2_32/ai_112686143/
SalesEdge. (2008-2011). Accelerate your sales cycle. Retrieved May 26,
2011, from http://www.salesedgellc.com/Accelerate-Sales-Cycle.aspx
Shanto, T. (2006-2011). How to shorten your sales cycle? Retrieved May 26,
2011, from http://www.sellbetter.ca/content/view/55/110/
The Sales 2.0 Services Company (n.d.). What is a sales cycle? Retrieved
May 26, 2011, from http://www.sales2.com/index.php/articles/salesmanagement/297-what-is-a-sales-cycle
6622 Marketing Management, Summer 2011 Version 2
Marketing Applications Course Guide
© 2012, MBA Research and Curriculum Center®
Section 5
Planning Guide Sheets
Page 5-23
Knowledge/
Skill
Statement
Understands tools, strategies, and systems used to maintain, monitor, control,
and plan the use of financial resources
Performance
Element
Acquire a foundational knowledge of accounting to understand its nature and
scope.
Performance
Indicator
Describe the need for financial information (FI:579)
Level
Career-sustaining
SCANS
Information 5, Systems 15, Basic Skills 1, Thinking Skills 12
21st Century
Skills
Financial, Economic, Business & Entrepreneurial Literacy 1; Critical Thinking
& Problem Solving 1, 3; Communication & Collaboration 1; Information
Literacy 1
Objectives
a.
b.
c.
d.
e.
f.
g.
h.
Performance
Activity
Discuss characteristics of useful financial information (e.g., credible,
transparent, timely, understandable, comparable, reliable, etc.).
Describe the usefulness of financial information in identifying trends.
Explain how managers use financial information (e.g., in planning
strategies, executing strategies, and feedback from execution of the
strategy).
Discuss the usefulness of financial information in contracts.
Discuss how analysis of financial data aids in understanding accounting
treatment.
Describe how analysis of financial data aids in verifying information.
Explain how analysis of financial data aids in determining variance.
Discuss how analysis of financial data guides financial decision-making.
Ask students to Interview a business partner to determine who uses her/his
financial information, why they need the information, how that information is
used, and what types of information they need. Have them record and submit
their findings to you.
Explain to the students that marketers need to be comfortable with their role
and responsibilities in accounting for how they spend and earn money for the
business. To help with that responsibility, divide the class into teams of three
or four students each to conduct secondary (and when possible, primary)
research to determine the financial role and responsibilities of marketers. Ask
each team to record its findings in a two-page written report, answering the
following questions:
1.
2.
3.
4.
5.
What financial information do marketers need?
How do marketers use financial information?
Who else in the company needs financial information? How do those
individuals use the financial information?
Who outside the company needs financial information? How do they use
the financial information?
What characteristics must financial information possess to be useful?
Resources
6622 Marketing Management, Summer 2011 Version 2
Marketing Applications Course Guide
© 2012, MBA Research and Curriculum Center®
Section 5
Planning Guide Sheets
Page 5-24
Textbooks
Abraham, A., Glynn, J., Murphy, M., & Wilkinson, B. (2008). Accounting for
managers (4th ed.) [pp. 3-7]. London, England: Cengage Learning.
Crosson, S.V., & Needles, B.E. (2008). Managerial accounting: Instructor’s
copy (8th ed.) [pp. 666-669]. Boston: Houghton Mifflin Company.
Garrison, R.H., Noreen, E.W., & Brewer, P.C. (2006). Managerial accounting
(11th ed.) [pp. 4-11, 435-446, 788-793]. New York: McGraw-Hill/Irwin.
Guerrieri, D.J., Haber, F.B., Hoyt, W.B. & Turner, R.E. (2004). Accounting:
Real-world applications and connections: Advanced course (pp. 368373). Woodland Hills, CA: McGraw-Hill/Glencoe.
Libby, R., Libby, P.A., & Short, D.G. (2007). Financial accounting (5th ed.)
[pp. 18, 51-52, 238-239]. New York: McGraw-Hill/Irwin.
Price, J.E., Haddock, M.D., & Brock, H.R. (2007). College accounting:
Chapters 1-32 (11th ed.) [pp. 4, 6-9, 13, 179, 510-511, 832-842, 10771081]. New York: McGraw-Hill/Irwin.
Software/
Online
FAO Corporate Document Repository. (n.d.). Chapter 5—Information for
decision making. Retrieved May 24, 2011, from
http://www.fao.org/docrep/W4343E/w4343e06.htm
Financial Executives Research Foundation (n.d.). What do users of private
company financial statements want? Retrieved May 24, 2011, from
http://www.pcfr.org/downloads/05_07_Meet_Materials/FERF_Private_Co
_User_Survey.pdf
Khandkar, S. (2008-2011). What are the importances of book-keeping?
Retrieved May 24, 2011, from
http://www.rajputbrotherhood.com/knowledge-hub/accounting/what-arethe-importance-of-book-keeping.html
Marshall, D. (2005-2006). Financial reporting and GAAP. Retrieved May 24,
2011, from http://www.dwmbeancounter.com/tutorial/theorybook.html
Shuttleworth, C.C. (2009). Toward a financial literacy model as a coordinating
interface between financial information and decision makers. Retrieved
May 24, 2011, from http://upetd.up.ac.za/thesis/available/etd-09262009093743/unrestricted/00front.pdf
The Student Room (2010). Accounting concept and conventions. Retrieved
May 29, 2011, from
http://www.thestudentroom.co.uk/wiki/Revision:A_Level_Accounts_Modu
le_3_-_Accounting_concepts_and_conventions
Vance, D.E. (2003, November 20). Financial analysis and decision making
(Chapter 1). Retrieved May 24, 2011, from
http://books.google.com/books?id=BKkXpZnccekC&dq=information+for+
corporate+decision+making+financial&pg=PP1&ots=IkDhDu2EDs&sourc
e=in&sig=rlHVdIsR2AnPdZfc6jj0MsdkEeQ&hl=en&sa=X&oi=book_result
&resnum=12&ct=result#PPP1,M1
Ward, D. (2003). Running your own show: The needs and uses of financial
information. Retrieved May 24, 2011, from
http://www.york.ac.uk/enterprise/cetle/resources/WRCE/ryos/resources/
NUFI.pdf
6622 Marketing Management, Summer 2011 Version 2
Marketing Applications Course Guide
© 2012, MBA Research and Curriculum Center®
Section 5
Planning Guide Sheets
Page 5-25
Knowledge/
Skill
Statement
Understands tools, strategies, and systems used to maintain, monitor, control,
and plan the use of financial resources
Performance
Element
Implement accounting procedures to track money flow and to determine
financial status.
Performance
Indicator
Describe the nature of cash flow statements (FI:091, FI LAP 6)
Level
Specialist
SCANS
Systems 15; Basic Skills 1; Thinking Skills 12
21st Century
Skills
Information Literacy 1
Objectives
a.
b.
c.
d.
e.
f.
g.
h.
Performance
Activity
Define the terms cash flow and cash flow statement.
Describe importance of adequate cash flow to business success.
Identify sources of cash that flow into a business.
Cite examples of sources of cash that flow out of a business.
Explain how cash flow statements tell when, where, and how much
money will flow into and out of a business.
Distinguish between how new and established businesses estimate their
cash flow figures.
Describe the components of a cash flow statement.
Explain how cash flow is calculated.
Arrange for students to participate in a game of Monopoly. Have them make a
list of all of the monies that flowed into and out of their hands during the game
and why. Ask students to explain how the game of Monopoly provides a
lesson about cash flow.
Resources
LAP
Marketing Education Resource Center. (2007). Count the cash (Cash flow)
[LAP: FI-006]. Columbus, OH: Author.
Marketing Education Resource Center. (2007). Count the cash (Cash flow):
Instructor copy [LAP: FI-006]. Columbus, OH: Author.
Textbooks
Crosson, S.V., & Needles, B.E. (2008). Managerial accounting: Instructor’s
copy (8th ed.) [pp. 678-679]. Boston: Houghton Mifflin Company.
Dlabay, L.R., & Burrow, J.L. (2008). Business finance (pp. 73, 77, 104, 122,
183, 342). Mason, OH: South-Western Cengage Learning.
Farese, L. S., Kimbrell, G., & Woloszyk, C. A. (2009). Marketing essentials
(pp. 773-775). Woodland Hills, CA: Glencoe/McGraw-Hill.
Guerrieri, D.J., Haber, F.B., Hoyt, W.B., & Turner, R.E. (2004). Accounting:
Real-world applications & connections (Advanced Course) [pp. 393-406].
New York: Glencoe/McGraw-Hill.
6622 Marketing Management, Summer 2011 Version 2
Marketing Applications Course Guide
© 2012, MBA Research and Curriculum Center®
Section 5
Planning Guide Sheets
Page 5-26
Libby, R., Libby, P.A., & Short, D.G. (2007). Financial accounting (5th ed.)
[pp. 14-16, 657-683]. New York: McGraw-Hill Irwin.
Mariotti, S., & Towle, T. (2006). Entrepreneurship: How to start and operate a
small business (10th ed.) [pp. 217, 378, 459, 470-479]. New York: The
National Foundation for Teaching Entrepreneurship, Inc.
Meyer, E.C., & Allen, K.R. (2006). Entrepreneurship and small business
management (pp. 328, 437, 440-441). New York: Glencoe/McGraw-Hill.
Murray, G.R., & Murray K. (2007). Accounting at your fingertips (pp. 347-351).
New York: Penguin Group.
Price, J.E., Haddock, M.D., & Brock, H.R. (2007). College accounting:
Chapters 1-32 (11th ed.) [pp. 892-920]. New York: McGraw-Hill/Irwin.
Pride, W. M., Hughes, R. J., & Kapoor, J. R. (2008). Business (9th ed.) [pp.
604-606]. Boston: Houghton Mifflin.
Software/
Online
AccountingCoach.com. (2004-2011). Cash flow statement. Retrieved May 24,
2011, from http://www.accountingcoach.com/online-accountingcourse/06Xpg01.html
Barnard, F.L. (n.d.). Agricultural economics: The projected cash-flow
statement. Retrieved May 24, 2011, from
http://www.ces.purdue.edu/extmedia/EC/EC-616.html
Bond, E. (1996-2011). How to prepare a cash-flow statement. Retrieved May
24, 2011, from
http://edwardlowe.org/index.elf?page=sserc&function=story&storyid=633
2
Business Resource Software. (1994-2011). Cash flow statement. Retrieved
May 24, 2011, from http://www.businessplans.org/cashflow.html
Devine, J. (2008, July 30). Cash flow statements and why we need them.
Retrieved May 24, 2011from http://ezinearticles.com/?Cash-FlowStatements-and-Why-We-Need-Them&id=1369546
Heakal, R. (2011). What is a cash flow statement? Retrieved May 24, 2011,
from http://www.investopedia.com/articles/04/033104.asp
Managing your cash flow. (n.d.). Retrieved May 24, 2011, from http://www.vainteractive.com/inbusiness/editorial/finance/ibt/cash_flow.html
Marketing Education Resource Center. (2007). Count the cash (Cash flow)
[LAP: FI-006: Presentation Software]. Columbus, OH: Author.
Motley Fool Staff. (2007, September 5). Foolish fundamentals: The cash flow
statement. Retrieved May 24, 2011, from
http://www.fool.com/investing/general/2007/09/05/foolish-fundamentalsthe-cash-flow-statement.aspx
Tatum, M. (2003-2011). What is a cash flow statement? May 24, 2011, from
http://www.wisegeek.com/what-is-a-cash-flow-statement.htm
6622 Marketing Management, Summer 2011 Version 2
Marketing Applications Course Guide
© 2012, MBA Research and Curriculum Center®
Section 5
Planning Guide Sheets
Page 5-27
Knowledge/
Skill
Statement
Understands tools, strategies, and systems used to maintain, monitor, control,
and plan the use of financial resources
Performance
Element
Implement accounting procedures to track money flow and to determine
financial status.
Performance
Indicator
Explain the nature of balance sheets (FI:093)
Level
Specialist
SCANS
Systems 15; Basic Skills 1-2; Thinking Skills 12
21st Century
Skills
Information Literacy 1; Critical Thinking & Problem Solving 1,2,3
Objectives
a.
b.
c.
d.
e.
f.
g.
h.
i.
j.
Performance
Activity
Define the terms balance sheet, assets, accounts receivable,
depreciation, liabilities, accounts payable, shareholders’ equity, net
worth, retained earnings, par value, capital surplus, treasury stock,
reserve, and accounting equation.
Identify examples of a business’s current assets (e.g., cash and cash
equivalents, short-term investments, receivables, inventories, prepaid
expenses, notes receivable, etc.)
Categorize examples of assets as current or fixed.
Identify examples of a business’s current liabilities (e.g., short-term
loans, accounts payable, dividends and interest payable, bonds payable,
consumer deposits, tax reserves, etc.).
Categorize examples of liabilities as current or long-term.
Describe sources of stockholders’ equity (i.e., money from stock sales
and profits put back into the business [retained earnings]).
Explain why a balance sheet is considered a snapshot of a business’s
financial condition.
Discuss the preparation of a balance sheet as it relates to that of a
income statement.
Describe the components of a balance sheet.
Explain ways that a business can use its balance sheet.
Obtain the balance sheets of several businesses, and make copies of them
for each student. Ask students to compare their components, to identify
similarities and differences, and to discuss reasons for the differences.
Resources
Textbooks
Burrow, J.L. (2006). Marketing (2nd ed.) [541, 543-544]. Mason, OH:
Thomson/South-Western.
Clark, B., Sobel, J., & Basteri, C.G. (2010). Marketing dynamics: Teacher’s
edition (2nd ed.) [pp. 387-389, 391, 402]. Tinley Park, IL: GoodheartWillcox Company, Inc.
Crosson, S.V., & Needles, B.E. (2008). Managerial accounting: Instructor’s
copy (8th ed.) [pp. 497-498, 314-315]. Boston: Houghton Mifflin
Company.
Dlabay, L.R., & Burrow, J.L. (2008). Business finance (pp. 73-74, 120-121).
Mason, OH: South-Western Cengage Learning.
Farese, L. S., Kimbrell, G., & Woloszyk, C. A. (2009). Marketing essentials
6622 Marketing Management, Summer 2011 Version 2
Marketing Applications Course Guide
© 2012, MBA Research and Curriculum Center®
Section 5
Planning Guide Sheets
Page 5-28
(pp. 117, 772). Woodland Hills, CA: Glencoe/McGraw-Hill.
Guerrieri, D.J., Haber, F.B., Hoyt, W.B., & Turner, R.E. (2004). Accounting:
Real-world applications & connections (Advanced Course) [pp. 13, 52,
58, 172, 218-225, 347]. New York: Glencoe/McGraw-Hill.
Libby, R., Libby, P.A., & Short, D.G. (2007). Financial accounting (5th ed.) [pp.
9-10, 13-14, 51-53, 181, 243-245]. New York: McGraw-Hill Irwin.
Mariotti, S., & Towle, T. (2006). Entrepreneurship: How to start and operate a
small business (10th ed.) [pp. 194, 381, 412-425, 622]. New York: The
National Foundation for Teaching Entrepreneurship, Inc.
Meyer, E.C., & Allen, K.R. (2006). Entrepreneurship and small business
management (pp. 309, 407-408, 330-331, 438-440, 477). New York:
Glencoe/McGraw-Hill.
Murray, G.R., & Murray K. (2007). Accounting at your fingertips (pp. 3, 7-8,
15-17, 52, 120, 152-153, 259-260, 275, 282-283, 320, 352-353). New
York: Penguin Group.
Price, J.E., Haddock, M.D., & Brock, H.R. (2007). College accounting:
Chapters 1-32 (11th ed.) [pp. 26-29, 37-42, 144, 459-460]. New York:
McGraw-Hill/Irwin.
Pride, W. M., Hughes, R. J., & Kapoor, J. R. (2008). Business (9th ed.) [pp.
597-611]. Boston: Houghton Mifflin.
Software/
Online
AccountingCoach.com. (2004-2011). Balance sheet. Retrieved May 24, 2011,
from http://www.accountingcoach.com/online-accountingcourse/05Xpg01.html
BusinessTown.com. (2001-2003). Balance sheets. Retrieved May 24, 2011,
from http://www.businesstown.com/accounting/basic-sheets.asp
Business Owner’s Toolkit. (1995-2011). Balance sheets. Retrieved May 24,
2011, from
http://www.toolkit.com/small_business_guide/sbg.aspx?nid=P06_7035
Business Resource Software. (1994-2011). Balance sheet statement.
Retrieved May 24, 2011, from http://www.businessplans.org/balance.html
Kennon, J. (2011). Investing lesson 3: Analyzing a balance sheet. Retrieved
May 24, 2011, from
http://beginnersinvest.about.com/cs/investinglessons/l/blles3intro.htm
Investopedia Staff. (2010). Reading the balance sheet. Retrieved May 24,
2011, from http://www.investopedia.com/articles/04/031004.asp
Rivers, J.A. (2007, January). What is the balance sheet? May 24, 2011, from
http://e-articles.info/e/a/title/What-is-the-Balance-Sheet/
Tatum, M. (2003-2011). What is a balance sheet? Retrieved May 24, 2011,
from http://www.wisegeek.com/what-is-a-balance-sheet.htm
6622 Marketing Management, Summer 2011 Version 2
Marketing Applications Course Guide
© 2012, MBA Research and Curriculum Center®
Section 5
Planning Guide Sheets
Page 5-29
Knowledge/
Skill
Statement
Understands tools, strategies, and systems used to maintain, monitor, control,
and plan the use of financial resources
Performance
Element
Implement accounting procedures to track money flow and to determine
financial status.
Performance
Indicator
Describe the nature of income statements (FI:094, FI LAP 4)
Level
Specialist
SCANS
Systems 15; Basic Skills 1-2; Thinking Skills 12
21st Century
Skills
Critical Thinking & Problem Solving 1,2,3; Information Literacy 1
Objectives
a. Define the terms: income statement, revenue, total revenue, cost of
goods sold, gross profit, operating expenses, goodwill, depreciation,
amortization, minority interests, discontinued operations, and net income.
b. Explain the purpose of an income statement.
c. Identify other names by which an income statement is known.
d. Describe the categories of components on an income statement.
e. Explain why an income statement is cumulative.
f. Explain who analyzes the information found in income statements.
g. Distinguish between depreciation expense and accumulated depreciation.
Performance
Activity
Tell students to assume that they are the chairperson of the board of a major
company and that they have been asked to present the company’s income
statement to its stockholders at its annual meeting. To help stockholders
understand the income statement’s importance, ask students to identify ways
that stockholders can use the statement. Have students prepare an outline of
their presentations and to submit them to you.
Resources
LAP
Marketing Education Resource Center. (2007). Watch your bottom line
(Income statements) [LAP: FI-004]. Columbus, OH: Author.
Marketing Education Resource Center. (2007). Watch your bottom line
(Income statements): Instructor copy [LAP: FI-004]. Columbus, OH:
Author.
Textbooks
Burrow, J.L. (2006). Marketing (2nd ed.) [pp. 537, 540-541, 543-544]. Mason,
OH: Thomson/South-Western.
Clark, B., Sobel, J., & Basteri, C.G. (2010). Marketing dynamics: Teacher’s
edition (2nd ed.) [pp. 387-393]. Tinley Park, IL: Goodheart-Willcox
Company, Inc.
Crosson, S.V., & Needles, B.E. (2008). Managerial accounting: Instructor’s
copy (8th ed.) [pp. 64-65, 309-310]. Boston: Houghton Mifflin Company.
Dlabay, L.R., & Burrow, J.L. (2008). Business finance (pp. 72-76, 104, 121).
Mason, OH: South-Western Cengage Learning.
Farese, L. S., Kimbrell, G., & Woloszyk, C. A. (2009). Marketing essentials
(pp. 116-117, 567, 767-769). Woodland Hills, CA: Glencoe/McGraw-Hill.
Guerrieri, D.J., Haber, F.B., Hoyt, W.B., & Turner, R.E. (2004). Accounting:
6622 Marketing Management, Summer 2011 Version 2
Marketing Applications Course Guide
© 2012, MBA Research and Curriculum Center®
Section 5
Planning Guide Sheets
Page 5-30
Real-world applications & connections (Advanced Course) [pp. 52, 5558, 61, 189, 246, 341, 344-345, 538-539, 584-587, 657]. New York:
Glencoe/McGraw-Hill.
Libby, R., Libby, P.A., & Short, D.G. (2007). Financial accounting (5th ed.) [pp.
10-13, 105-157, 183-184, 245-247, 283, 736]. New York: McGraw-Hill
Irwin.
Mariotti, S., & Towle, T. (2006). Entrepreneurship: How to start and operate a
small business (10th ed.) [pp. 167-169, 174-189, 593-594]. New York:
The National Foundation for Teaching Entrepreneurship, Inc.
Meyer, E.C., & Allen, K.R. (2006). Entrepreneurship and small business
management (pp. 437-439, 451-452). New York: Glencoe/McGraw-Hill.
Murray, G.R., & Murray K. (2007). Accounting at your fingertips (pp. 5, 116118, 150, 152-153, 170-173, 215, 258, 274-275, 286, 345). New York:
Penguin Group.
Pride, W. M., Hughes, R. J., & Kapoor, J. R. (2008). Business (9th ed.) [pp.
601-604]. Boston: Houghton Mifflin.
Price, J.E., Haddock, M.D., & Brock, H.R. (2007). College accounting:
Chapters 1-32 (11th ed.) [pp. 456-459]. New York: McGraw-Hill/Irwin.
Software/
Online
AccountingCoach.com. (2004-2011). Income statement. Retrieved May 24,
2011, from http://www.accountingcoach.com/online-accountingcourse/04Xpg01.html
BusinessTown.com. (2001-2003). Income statements. Retrieved May 24,
2011, from http://www.businesstown.com/accounting/basicstatements.asp
Business Resource Software. (1994-2011). Income statement. Retrieved May
24, 2011, from http://www.businessplans.org/income.html
Kennon, J. (2011). Investing lesson 4: Income statement analysis. Retrieved
May 24, 2011, from
http://beginnersinvest.about.com/cs/investinglessons/l/blintroduction.htm
Loth, R. (2010). Understanding the income statement. Retrieved May 24,
2011, from http://www.investopedia.com/articles/04/022504.asp
Marketing Education Resource Center. (2007). Watch your bottom line
(Income statements) [LAP: FI-004: Presentation Software]. Columbus,
OH: Author.
Morningstar, Inc. (2010). Course 301: The income statement. Retrieved May
24, 2011, from
http://news.morningstar.com/classroom2/course.asp?docId=145090&pag
e=1&CN=com
Rivers, J.A. (2007, January). What is the income statement. Retrieved May
24, 2011, from http://e-articles.info/e/a/title/What-is-the-IncomeStatement/
Tatum, M. (2003-2011). What is an income statement? Retrieved May 24,
2011, from http://www.wisegeek.com/what-is-an-income-statement.htm
6622 Marketing Management, Summer 2011 Version 2
Marketing Applications Course Guide
© 2012, MBA Research and Curriculum Center®
Section 5
Planning Guide Sheets
Page 5-31
Knowledge/
Skill
Statement
Understands the economic principles and concepts fundamental to business
operations
Performance
Element
Acquire knowledge of the impact of government on business activities to
make informed economic decisions.
Performance
Indicator
Describe the nature of taxes (EC:072)
Level
Specialist
SCANS
Information 7; Systems 15; Basic Skills 1-2, 4-6; Thinking Skills 12
21st Century
Skills
Financial, Economic, Business and Entrepreneurial Literacy 2; Civic Literacy
3; Critical Thinking and Problem Solving Skills 1, 3
Objectives
a.
b.
c.
d.
e.
f.
g.
h.
Performance
Activity
Define the following terms: tax, revenue, expenditure, excise tax, income
tax, property tax, and sales tax.
Explain the importance of taxes in a market economy.
List sources of tax monies paid to different levels of government.
Identify ways that tax monies are used by the different levels of
government.
Describe tax structures.
Explain the Internal Revenue Service’s roles.
Illustrate the impact of taxation on the circular flow of income model.
Explain how government expenditures are financed.
Explain that students are to search local newspapers to locate articles in
which individuals or groups are opposed to an increase in taxation. Ask
students to write a report, identifying the nature of the tax, how the monies
are to be used, and the nature of the opposition to the tax. Tell them to
indicate their position on the tax increase, providing a rationale for their
stance.
Resources
Textbooks
Burrow, J.L. (2006). Marketing (2nd ed.) [p. 383]. Mason, OH:
Thomson/South-Western.
Clark, B., Sobel, J., & Basteri C.G. (2010). Marketing dynamics: Teacher’s
edition (2nd ed.) [pp. 137, 141, 144]. Tinley Park, IL: Goodheart-Willcox.
Clayton, G.E. (2005). Economics: Principles & Practices (pp. 223-270).
Columbus, OH: Glencoe/McGraw-Hill.
Dlabay, L.R., Burrow, J.L., & Kleindl, B. (2009). Intro to business (7th ed.) [pp.
90-91, 292, 301, 304-305]. Mason, OH: South-Western Cengage
Learning.
Farese, L. S., Kimbrell, G., & Woloszyk, C. A. (2009). Marketing essentials
(pp. 67, 85-86, 339-340). Woodland Hills, CA: Glencoe/McGraw-Hill.
McConnell, C.R. & Brue, S.L. (2005). Economics: Principles, problems, and
policies (16th ed.) [pp. 395-402, 415-426]. New York: McGraw-Hill/Irwin.
Miller, R.L. (2005). Economics: Today and tomorrow (pp. 440-443).
Columbus, OH: Glencoe/McGraw-Hill.
Miller, R.L., & Stafford, A.D. (2010). Economic education for consumers (4th
ed.) [pp.174-184]. Mason, OH: South-Western Cengage Learning.
O’Sullivan, A. & Sheffrin, S.M. (2003). Economics: Principles in action (pp.
6622 Marketing Management, Summer 2011 Version 2
Marketing Applications Course Guide
© 2012, MBA Research and Curriculum Center®
Section 5
Planning Guide Sheets
Page 5-32
359-381). Upper Saddle River, NJ: Prentice Hall.
Rue, L.W., & Byars, L.L. (2006). Business management: Real-world
applications & connections (pp. 109-111). New York: Glencoe/McGrawHill.
Sexton, R.L. (2003). Essentials of economics (pp. 341-346, 362-363). Mason,
OH: Thomson/South-Western.
Software/
Online
AmosWEB. (2000-2011). Government expenditures. Retrieved May 24, 2011,
from http://www.amosweb.com/cgibin/awb_nav.pl?s=wpd&c=dsp&k=government+expenditures
AmosWEB. (2000-2011). Taxes. Retrieved May 24, 2011, from
http://www.amosweb.com/cgi-bin/awb_nav.pl?s=wpd&c=dsp&k=taxes
AmosWEB. (2000-2011). Three-market, three-sector circular flow. Retrieved
May 24, 2011from http://www.amosweb.com/cgibin/awb_nav.pl?s=wpd&c=dsp&k=three-sector,+threemarket+circular+flow
Internal Revenue Service. (2010, June 4). Business taxes. Retrieved May 27,
2011, from
http://www.irs.gov/businesses/small/article/0,,id=98966,00.html
Internal Revenue Service. (2010, June 23). The agency, its mission, and
statutory authority. Retrieved May 24, 2011, from
http://www.irs.gov/irs/article/0,,id=98141,00.html
Perez, W. (2011, March 2). Taxes 101: Five basic ideas. Retrieved May 24,
2011, from http://taxes.about.com/od/taxplanning/a/taxbasics.htm
Stoddard, H. (2011). What do you get for your $1,800,000,000,000?
Retrieved May 24, 2011, from
http://www.econedlink.org/lessons/index.cfm?lesson=EM319&page=teac
her
William, R. (2009, April 22). The numbers: What are the federal government’s
sources of revenue? Retrieved May 27, 2011, from
http://www.taxpolicycenter.org/briefingbook/background/numbers/revenu
e.cfm
6622 Marketing Management, Summer 2011 Version 2
Marketing Applications Course Guide
© 2012, MBA Research and Curriculum Center®
Section 5
Key Points
Briefing: Nature of Taxes
Page 5-33
Define the term tax.
Legally mandated payment to the government that is not made in exchange
for a good or service
Examples: income tax, sales tax, property tax, excise tax
Taxes are used to fund projects that benefit society
Define the term income tax.
Tax that is based on the amount of money a person earns or receives
Define the term sales tax.
Tax placed on the retail sale of almost all goods purchased
Certain types of goods (i.e., food, medicine) are sometimes excluded from
sales tax
Define the term excise tax.
Tax placed on a specific good
Excise taxes can be used to discourage consumption of a product or to raise
some easy money on products that the government knows people will
continue to purchase, regardless of the tax
Example: gasoline tax, cigarette tax, beer and liquor tax
Define the term property tax.
Tax placed on real estate, and in some cases, on personal possessions (e.g.,
boats, vehicles, etc.)
Define the term revenue.
Income
Explain the importance of taxes in a market economy.
 Taxes are the primary source of revenue for the government sector.
 In a market economy, some services such as national defense, roads, and
education can be more efficiently produced by the government instead of
private individuals.
 In addition, the government is responsible for creating the infrastructure
necessary for commerce. The banking system, national defense, and the
transportation system are all part of this infrastructure.
 If taxes did not exist, then these services would likely not exist either.
Define the term expenditure.
Money paid out; spending
The term “government expenditures” is often used to refer to spending by the
government sector
Discuss sources of tax monies paid to different levels of government, along
with ways that these tax monies are used.
Federal Government:
 Sources of Tax Monies: Income taxes, Excise taxes
 Expenditures: National defense, Education, Transportation systems,
Judicial system, Social Security and Medicare, Medicaid, Veterans
services, etc.
6622 Marketing Management, Summer 2011 Version 2
Marketing Applications Course Guide
© 2012, MBA Research and Curriculum Center®
Section 5
Briefing: Nature of Taxes
Page 5-34
State Governments:
 Sources of Tax Monies: Income taxes, Sales taxes, Excise taxes
 Expenditures: State police protection, Education, Operation of state
government, etc.
Local Governments:
 Sources of Tax Monies: Property taxes, Sales taxes, Income taxes
 Expenditures: Education, Public health and safety (local fire and
police protection), Sanitation, etc.
Explain how certain government expenditures are financed through specific
taxes.

Roads, highways, and bridges are financed through the gasoline excise
tax. Only those people who purchase gasoline—those who use the
transportation system—pay the gasoline tax.

The Social Security system, which provides income to retired workers,
receives its monies from retirement taxes.
Discuss the duties of the Internal Revenue Service.
 To collect federal income taxes
 To enforce federal revenue law
 To help taxpayers with tax law
 To pursue taxpayers who are not in compliance with tax law
Describe types of tax structures.
 Proportional: A tax structure in which everyone pays the same
percentage of income in taxes, regardless of income level. (Few taxes are
completely proportional in nature.)
 Progressive: A tax structure in which those who earn more pay a higher
percentage of income in taxes. In other words, as the income increases,
the tax rate increases. The Federal income tax is a progressive tax.
 Regressive: A tax structure in which those who earn more income pay a
lower percentage of income in taxes. As income increases, the tax rate
decreases. Sales and excise taxes are considered to be regressive taxes,
because those people with lower incomes ultimately pay a larger
percentage of their income in sales and excise taxes.
6622 Marketing Management, Summer 2011 Version 2
Marketing Applications Course Guide
© 2012, MBA Research and Curriculum Center®
Section 5
Briefing: Nature of Taxes
Page 5-35
Explain the impact of taxation on the circular flow of income model.
 The circular flow model illustrates the constant movement of production
inputs, goods, services, and money in the economy. For a good
introduction on a simple circular flow of income model, have the students
watch the flash movie/tutorial The circular flow of income model by
Manfred Gartner at
http://www.fgn.unisg.ch/eurmacro/tutor/circularflow.html
(Do NOT continue on to the interactive Java applet—it goes into much
more detail than is required for this lesson.)
 After this short introduction to the circular flow model, consider the role of
the government—specifically, taxes—in the economy. How does the
government fit into the circular flow of income model?
 The government sector can be added to the center of the circular flow
model, and taxes are the flow between the household sector and the
government sector. The government insists that households divert some
monies away from consumption and spending to go toward the
government. Direct your students to the AmosWEB website Taxes at
http://www.amosweb.com/cgi-bin/awb_nav.pl?s=wpd&c=dsp&k=taxes
for a good illustration of the circular flow model including the government
sector and taxes.
Based on:
AmosWEB. (2000-2011). Taxes. Retrieved May 24, 2011, from
http://www.amosweb.com/cgi-bin/awb_nav.pl?s=wpd&c=dsp&k=taxes
6622 Marketing Management, Summer 2011 Version 2
Marketing Applications Course Guide
© 2012, MBA Research and Curriculum Center®
Section 5
Planning Guide Sheets
Page 5-36
Knowledge/
Skill
Statement
Understands concepts, tools, and strategies used to explore, obtain, and
develop in a business career
Performance
Element
Utilize critical-thinking skills to determine best options/outcomes.
Performance
Indicator
Demonstrate appropriate creativity (PD:012) (SUPPLEMENTAL)
Level
Specialist
SCANS
Systems 15; Basic Skills 2,5-6; Thinking Skills 7,12
21st Century
Skills
Creativity & Innovation 1,4
Objectives
a.
b.
c.
d.
e.
f.
Performance
Activity
Have students search the Internet for two examples of creativity/innovation in
business. Ask them to record their findings, and discuss them with the class,
identifying the impact of the examples on business.
Define the term creativity.
Identify personal traits commonly associated with creativity.
Describe ways in which people can demonstrate creativity.
Describe specific techniques for developing/enhancing creativity.
Explain how creativity can be applied beneficially to solve problems.
Apply creativity to situations.
Resources
LAP
Marketing Education Resource Center (2005). Beyond the box [LAP: QS005]. Columbus, OH: Author.
Marketing Education Resource Center (2005). Beyond the box: Instructor
copy [LAP: QS-005]. Columbus, OH: Author.
Textbooks
Boone, G., & Kurtz, D.L. (2009). Contemporary marketing 2009 (pp. 17-18).
Mason, OH: South-Western Cengage Learning.
Burrow, J.L. (2006). Marketing (2nd ed.) [pp. 99, 442-443]. Mason, OH:
Thomson/South-Western.
Clark, B., Sobel, J., & Basteri, C.G. (2010). Marketing dynamics: Teacher’s
edition (2nd ed.) [p. 280]. Tinley Park, IL: Goodheart-Willcox Company,
Inc. Daft, R.L. (2008). The leadership experience (4th ed.) [pp. 459, 461,
463-470]. Mason, OH: Thomson: South-Western.
Dalton, M., Hoyle, D.G., & Watts, M.W. (2006). Human relations (3rd ed.) [pp.
130-143]. Mason, OH: South-Western Cengage Learning.
DuBrin, A. (2010). Leadership: Research findings, practice, and skills (6th ed.)
[pp.55, 312-346]. Mason, OH: South-Western Cengage Learning.
Farese, L. S., Kimbrell, G., & Woloszyk, C. A. (2009). Marketing essentials
(pp. 219, 244). Woodland Hills, CA: Glencoe/McGraw-Hill.
Lussier, R.N. (2008). Human relations in organizations: Applications and skill
building (7th ed.) [pp. 476-479]. New York: McGraw-Hill Irwin.
Lussier, R.N., & Achua, C.F. (2010). Leadership: Theory, application, & skill
development (4th ed.) [pp. 291, 397, 469-470]. Mason, OH: SouthWestern Cengage Learning.
6622 Marketing Management, Summer 2011 Version 2
Marketing Applications Course Guide
© 2012, MBA Research and Curriculum Center®
Section 5
Planning Guide Sheets
Page 5-37
Wallace, H.R., & Masters, L.A. (2006). Personal development for life & work
(9th ed.) [pp. 331-333, 336]. Mason, OH: South-Western Cengage
Learning.
Software/
Online
Baumgartner, J. (2002-2010). To encourage the flow of ideas, remember the
three Cs. Retrieved May 24, 2011, from
http://www.innovationtools.com/Articles/ArticleDetails.asp?a=313
Clark, D. (2005, November 13). Creativity. Retrieved May 24, 2011, from
http://www.nwlink.com/~donclark/creativity/creativity.html
Marketing Education Resource Center. (2005). Beyond the box [LAP: QS005: Presentation Software]. Columbus, OH: Author.
Eikenberry, K. (2002-2010). Eight ways to generate more ideas in a group.
Retrieved May 24, 2011, from
http://www.innovationtools.com/Articles/ArticleDetails.asp?a=300
Mind Tools. (1995-2011). Brainstorming—Generating many radical ideas.
Retrieved May 24, 2011, from
http://www.mindtools.com/pages/article/newCT_04.htm
Naiman, L. (2006-2010). What is creativity? Retrieved May 24, 2011, from
http://www.creativityatwork.com/articlesContent/whatis.htm
Smith, K. L. (n.d.). 4-H teen leadership. Retrieved May 24, 2011, from
http://ohioline.osu.edu/4-H/tl28.html
6622 Marketing Management, Summer 2011 Version 2
Marketing Applications Course Guide
© 2012, MBA Research and Curriculum Center®
Section 5
Planning Guide Sheets
Page 5-38
Knowledge/
Skill
Statement
Understands the concepts and processes needed to obtain, develop,
maintain, and improve a product or service mix in response to market
opportunities
Performance
Element
Generate product ideas to contribute to ongoing business success.
Performance
Indicator
Identify methods/techniques to generate a product idea (PM:127, PM LAP 11)
Level
Specialist
SCANS
Information 5; Systems 15; Basic Skills 1-2, 5-6; Thinking Skills 7-9
21st Century
Skills
Critical Thinking & Problem Solving 1,2,4,5; Creativity & Innovation 1,2,3,4
Objectives
a.
b.
c.
d.
e.
f.
g.
h.
i.
Performance
Activity
Define the terms attribute listing, lateral thinking, analogies, associations,
brainstorming, synectics, sketching and doodling, forced questioning,
and morphological analysis.
Explain the role of criticism in idea creation.
Describe types of brainstorming techniques.
Distinguish among free association techniques, forced relations
techniques, and analytical techniques used to generate business/product
ideas.
Explain sources of business/product ideas.
Discuss the importance of evaluating a business owner’s strengths when
generating business/product ideas.
Describe pitfalls to idea identification.
Discuss the importance of generating business/product ideas.
Explain methods/techniques used to identify business/product ideas.
Ask students to individually Identify two methods/techniques that they could
use to generate product/ business ideas. Have them record the advantages
and disadvantages of each strategy, and explain to a classmate how they
would plan to implement the methods/techniques.
Resources
LAP
MBAResearch and Curriculum Center. (2011). Unleash your oh! Zone (idea
generation) [LAP: PM-011]. Columbus, OH: Author.
MBAResearch and Curriculum Center. (2011). Unleash your oh! zone (idea
generation): Instructor copy [LAP: PM-011]. Columbus, OH: Author.
Textbooks
Boone, G., & Kurtz, D.L. (2009). Contemporary marketing 2009 (pp. 397398). Mason, OH: South-Western Cengage Learning.
Burrow, J.L. (2006). Marketing (2nd ed.) [pp. 278-279]. Mason, OH:
Thomson/South-Western.
Clark, B., Sobel, J., & Basteri, C.G. (2010). Marketing dynamics: Teacher’s
edition (2nd ed.) [pp. 278-279]. Tinley Park, IL: Goodheart-Willcox
Company, Inc.
Etzel, M.J., Walker, B.J., & Stanton, W.J. (2007). Marketing (14th ed.) [pp.
219-220].Boston: McGraw-Hill/Irwin.
6622 Marketing Management, Summer 2011 Version 2
Marketing Applications Course Guide
© 2012, MBA Research and Curriculum Center®
Section 5
Planning Guide Sheets
Page 5-39
Farese, L.S., Kimbrell, G., & Woloszyk, C.A. (2009). Marketing essentials
(3rd ed.) [pp. 637, 638]. Mission Hills, CA: Glencoe/McGraw-Hill.
Greene, C. L. (2006). Entrepreneurship: Ideas in action (3rd ed.) [pp. 44-45].
Mason, OH: Thomson/South-Western.
Griffin, R.W., & Moorhead, G. (2010). Organizational behavior: Managing
people and organizations (9th ed.) [pp. 211-213]. Mason, OH: SouthWestern Cengage Learning.
Longenecker, J.G., Moore, C.W., Petty, J.W., & Palich, L.E. (2006). Small
business management: An entrepreneurial emphasis (13th ed.) [pp. 16,
52-53]. Mason, OH: Thomson South-Western.
Mariotti, S., & Towle, T. (2006). Entrepreneurship: How to start and operate a
small business (10th ed.) [pp. 3-4, 42-46, 81-82]. New York: The National
Foundation for Teaching Entrepreneurship, Inc.
Software/
Online
Albo, B. 2008, May 10). Sources for new business ideas. Retrieved April 12,
2011, from
http://entrepreneurs.suite101.com/article.cfm/sources_for_new_business
_ideas
Chua, C. (n.d.). 25 brainstorming techniques. Retrieved April 12, 2011, from
http://celestinechua.com/blog/2009/02/25-brainstorming-techniques/
Creatingminds.org. (2002-2010). Tools for creating ideas. Retrieved April 12,
2011, from http://creatingminds.org/tools/tools_ideation.htm
MBAResearch and Curriculum Center. (2011). Unleash your oh! zone (idea
generation) [LAP: PM-011—Presentation Software]. Columbus, OH:
Author.
Mindmapping.com. (2011). What is mind mapping? Retrieved April 12, 2011,
from http://www.mindmapping.com/
MindTools.com. (1996-2011). Attribute listing, morphological analysis and
matrix analysis: Creating new products and services. Retrieved April 12,
2011, from http://www.mindtools.com/pages/article/newCT_03.htm
MindTools.com (1996-2011). Metaphorical thinking: Using comparisons to
express ideas and solve problems. Retrieved April 12, 2011, from
http://www.mindtools.com/pages/article/newCT_93.htm
MindTools.com. (1996-2011). Reverse brainstorming. Retrieved April 12,
2011, from http://www.mindtools.com/pages/article/newCT_96.htm
MindTools.com. (1996-2011). Starbursting. Retrieved April 12, 2011, from
http://www.mindtools.com/pages/article/newCT_91.htm
MindTools.com. (1996-2011). Synectics: A useful backstop creativity process.
Retrieved April 12, 2011, from
http://www.mindtools.com/pages/article/newCT_99.htm
Rucinski, S. (2006, May 24). 7 sources of business ideas. Retrieved April 12,
2011, from
http://www.bizinformer.com/50226711/7_sources_of_business_ideas.ph
p
6622 Marketing Management, Summer 2011 Version 2
Marketing Applications Course Guide
© 2012, MBA Research and Curriculum Center®
Section 5
Planning Guide Sheets
Knowledge/
Skill
Statement
Understands the concepts and processes needed to obtain, develop,
maintain, and improve a product or service mix in response to market
opportunities
Performance
Element
Generate product ideas to contribute to ongoing business success.
Performance
Indicator
Generate product ideas (PM:128)
Level
Specialist
SCANS
Information 5-7; Interpersonal 9,12; Systems 15,17; Basic Skills 1-2,5-6;
Thinking Skills 7,9,12
21st Century
Skills
Critical Thinking & Problem Solving 1,2,4,5; Creativity & Innovation 1,2,3
Objectives
a.
b.
c.
d.
e.
Performance
Activity
Page 5-40
Identify purposes of idea-generating methods/techniques.
Discuss advantages/disadvantages of idea-generating
methods/techniques.
Explain the role of a facilitator in generating product/business ideas.
List questions to ask to facilitate idea generation.
Implement methods/techniques to generate product/business ideas.
Tell students to access a web site such as http://www.Springwise.com,
http://foundvalue.com, http://Trendsspotting.com,
http://coolbusinessideas.com (while there, check out the links to Christopher
Aceto and Graeme Spicer, etc.) for product or business ideas to get their
creativity flowing, or give students some product ideas. Divide the class into
teams of three students each, and ask them to take a product idea and
modify it, using one ideation technique/method. Ask the groups to present the
original product idea and explain how they modified it. Have groups compare
ideas generated with those generated by other groups using different ideation
techniques/processes. Tell students to write a synopsis of the procedure
utilized by their group, and identify conclusions about the method/technique.
Resources
Textbooks
Boone, G., & Kurtz, D.L. (2009). Contemporary marketing 2009 (pp. 396398). Mason, OH: South-Western Cengage Learning.
Burrow, J.L. (2006). Marketing (2nd ed.) [pp. 279-280]. Mason, OH:
Thomson/South-Western.
Clark, B., Sobel, J., & Basteri, C.G. (2010). Marketing dynamics: Teacher’s
edition (2nd ed.) [pp. 279-280]. Tinley Park, IL: Goodheart-Willcox
Company, Inc.
Etzel, M.J., Walker, B.J., & Stanton, W.J. (2007). Marketing (14th ed.) [pp.
219-220].Boston: McGraw-Hill/Irwin.
Farese, L.S., Kimbrell, G., & Woloszyk, C.A. (2009). Marketing essentials
(3rd ed.) [pp. 637, 638]. Mission Hills, CA: Glencoe/McGraw-Hill.
Longenecker, J.G., Moore, C.W., Petty, J.W., & Palich, L.E. (2006). Small
business management: An entrepreneurial emphasis (13th ed.) [pp. 16,
52-53]. Mason, OH: Thomson South-Western.
Mariotti, S., & Towle, T. (2006). Entrepreneurship: How to start and operate a
small business (10th ed.) [pp. 42-46, 86-87]. New York: The National
6622 Marketing Management, Summer 2011 Version 2
Marketing Applications Course Guide
© 2012, MBA Research and Curriculum Center®
Section 5
Planning Guide Sheets
Page 5-41
Foundation for Teaching Entrepreneurship, Inc.
Meyer, E.C., & Allen, K.R. (2006). Entrepreneurship and small business
management (pp. 50-56). New York: Glencoe/McGraw-Hill.
Software/
Online
Bacal, R. (n.d.). The role of the facilitator: Understanding what facilitators
really do. Retrieved May 26, 2011, from
http://work911.com/articles/facil.htm
Brooks, A. (1999-2010). How to generate product ideas. Retrieved May 26,
2011, from http://www.ehow.com/how_4811754_generate-new-productideas.html
Clarke, S. (2005, December 6). Effective facilitation. Retrieved May 26, 2011,
from http://tilz.tearfund.org/Publications/Footsteps+5160/Footsteps+60/Effective+facilitation.htm
Cognitiveprocesses.com (2001-2008). Cognitive processes and idea
generation. Retrieved May 26, 2011, from
http://www.cognitiveprocesses.com/ideageneration.html
Diamond, C. (2008, June 8). Facilitating brainstorming sessions: Setting the
stage. Retrieved May 26, 2011, from
http://ideafacilitators.wordpress.com/2008/06/08/facilitatingbrainstorming-sessions-setting-the-stage/
Diamond, C. (2008, June 17). Facilitating idea generation—divergence and
convergence. Retrieved May 26, 2011, from
http://ideafacilitators.wordpress.com/2008/06/17/faciliating-brainstormingsessions-divergence-and-convergence/
Infinite Innovations. (1997-2008). Benefits of brainstorming and techniques for
problem solving. Retrieved May 26, 2011, from
http://www.brainstorming.co.uk/tutorials/benefitsofbrainstorming.html
Phillips, J. (2006, August 7). What’s wrong with idea generation. Retrieved
May 26, 2011, from
http://innovateonpurpose.blogspot.com/2006/08/whats-wrong-with-ideageneration.html
Sanjaya, A.K. (n.d.). Discover 11 easy ways to generate product ideas.
Retrieved May 26, 2011, from
http://www.scribd.com/doc/21444178/Discover-11-Easy-Ways-ToGenerate-Product-Ideas
The Arts Institute at Virginia Tech. (2011). Idea generation. Retrieved May 26,
2011, from http://www.soe.vt.edu/IDEAS/Handouts/IdeaGeneration.pdf
The Learning Curriculum. (n.d.). Generating and organizing ideas. Retrieved
May 26, 2011, from
http://www.lib.umd.edu/groups/learning/handouts/genorgideas.pdf
Tripod. (n.d.) Problem solving techniques. Retrieved May 26, 2011, from
http://eng50411.tripod.com/psolving.htm
6622 Marketing Management, Summer 2011 Version 2
Marketing Applications Course Guide
© 2012, MBA Research and Curriculum Center®
Section 5
Planning Guide Sheets
Page 5-42
Knowledge/
Skill
Statement
Understands techniques, strategies, and systems used to foster selfunderstanding and enhance relationships with others
Performance
Element
Use communication skills to foster open, honest communications.
Performance
Indicator
Explain ethical considerations in providing information (EI:038)
Level
Specialist
SCANS
Information 5-7; Systems 15; Basic Skills 2,5-6; Thinking Skills 8; Personal
Qualities 17
21st Century
Skills
Information Literacy 2
Objectives
a.
b.
c.
d.
e.
f.
g.
h.
i.
j.
k.
l.
Performance
Activity
Explain the impact of providing false or misleading information.
Discuss the potential impact of providing half-truths.
Describe how providing information out of context can impact honest
communications.
Explain how withholding information can be harmful.
Identify topics that should not be discussed with a competitor (e.g.,
prices, products and services, business practices, territories, distribution
channels, or customers).
Identify topics that should be avoided with coworkers.
Explain the importance of a business’s proprietary information.
Cite examples of a business’s proprietary information.
Describe why employees should avoid posting company information in
chat rooms, forums, or blogs.
Discuss the need to follow company policy regarding communications
with the media.
Identify employee practices that would hamper confidentiality.
Explain methods businesses use to protect their proprietary information.
Invite a business representative to speak to the class about ethical
considerations associated with providing information. Encourage the speaker
to share examples of situations encountered in business and the
consequences of those situations. Ask the speaker to discuss the types of
proprietary information her/his company is involved with. After the speaker
leaves, ask students to identify things the speaker talked about that they
found surprising.
Resources
Textbooks
Beatty, J. F., & Samuelson, S. S. (2008). Essentials of business law (3rd ed.)
[pp. 276-277, 627, 791-805]. Mason, OH: Thomson/South-Western.
Clark, B., Sobel, J., & Basteri, C.G. (2010). Marketing dynamics: Teacher’s
edition (2nd ed.) [p. 70]. Tinley Park, IL: Goodheart-Willcox Company,
Inc.
Kimbrell, G., & Vineyard, B.S. (2006). Succeeding in the world of work (pp.
186-186, 207, 264, 267). New York: Glencoe/McGraw-Hill.
Lussier, R.N. (2008). Human relations in organizations: Applications and skill
building (7th ed.) [pp. 197-198, 201]. New York: McGraw-Hill Irwin.
6622 Marketing Management, Summer 2011 Version 2
Marketing Applications Course Guide
© 2012, MBA Research and Curriculum Center®
Section 5
Planning Guide Sheets
Page 5-43
Wallace, H.R., & Masters, L.A. (2006). Personal development for life & work
(9th ed.) [p. 80-81, 117, 190, 196-197, 353, 362]. Mason, OH: SouthWestern Cengage Learning.
Workbooks/
Manuals
Williams, J.W., & Eggland, S.A. (2005). Human relations for career success
(6th ed.) [pp. 90-91, 123, 129-131]. Mason, OH: South-Western Cengage
Learning.
Software/
Online
Armour, S. (2005, June 14). Warning: Your clever little blog could get you
fired. Retrieved May 24, 2011, from
http://www.usatoday.com/money/workplace/2005-06-14-worker-blogsusat_x.htm
ASIS International. (2007, August). Trends in proprietary information loss.
Retrieved May 24, 2011, from
http://www.asisonline.org/newsroom/surveys/spi2.pdf
Brunswick Corporation (2006). Making the right choices: The Brunswick guide
to conduct in the workplace. Retrieved May 24, 2011, from
http://www.brunswick.com/_media/pdfs/EthicsPDFs/English.pdf
Easey, C. (2011). Types of class action law suits. Retrieved May 24, 2011,
from http://www.ehow.com/about_5485488_types-class-action-lawsuits.html
Hanson, J. & (n.d.). The ethics of leaks. Retrieved May 24, 2011, from
http://www.scu.edu/ethics/publications/ethicalperspectives/leaks.html
MacDonald, Illig Attorneys (n.d.). Confidential proprietary information: Is yours
protected. Retrieved May 24, 2011, from
http://www.macdonaldillig.com/news/news.cfm?id=133
McKay, D. (2011). Top 6 topics to avoid discussing at work. Retrieved May
24, 2011,
http://careerplanning.about.com/od/workplacesurvival/tp/work_talk.htm
McKay, D. (2011). Too much information: How much do you share with your
co-workers? Retrieved May 24, 2011, from
http://careerplanning.about.com/cs/personalissues/a/personal_info.htm
Oliver, C.R. & (2007). Encouraging internal whistleblowing (and more!).
Retrieved May 24, 2011, from
http://www.scu.edu/ethics/practicing/focusareas/business/whistleblowingupdate.html
UPI.com. (2010, May 17). Waitress fired for Facebook comment. Retrieved
May 24, 2011, from http://www.upi.com/Odd_News/2010/05/17/Waitressfired-for-Facebook-comment/UPI-39861274136251/
USLegal. (2001-2011). Proprietary information law and legal definition.
Retrieved May 24, 2011, from http://definitions.uslegal.com/p/proprietaryinformation/
6622 Marketing Management, Summer 2011 Version 2
Marketing Applications Course Guide
© 2012, MBA Research and Curriculum Center®
Section 5
Planning Guide Sheets
Page 5-44
Knowledge/
Skill
Statement
Understands techniques, strategies, and systems used to foster selfunderstanding and enhance relationships with others
Performance
Element
Use communication skills to influence others.
Performance
Indicator
Persuade others (EI:012) (SUPPLEMENTAL)
Level
Specialist
SCANS
Information 7; Interpersonal 9, 12; Systems 15; Basic Skills 5-6; Thinking
Skills 8; Personal Qualities 15
21st Century
Skills
Creativity & Innovation 2,4; Communication & Collaboration 1
Objectives
a.
b.
c.
d.
e.
Performance
Activity
Arrange for students to attend a local city council meeting to identify the
techniques that businesses use to persuade council members to issue
permits, change city zoning from residential to business, and/or other
persuasive activities. Have them record and discuss their observations with
the class.
Explain the importance of being able to persuade others.
Describe occasions in business for persuading others.
Identify factors that determine a person’s credibility with others.
Explain techniques for persuading others.
Demonstrate procedures for persuading others.
Resources
LAP
Marketing Education Resource Center (2005). Win them over [LAP: QS-010].
Columbus, OH: Author.
Marketing Education Resource Center (2005). Win them over: Instructor copy
[LAP: QS-010]. Columbus, OH: Author.
Textbooks
Bovée, C. L. & Thill, J. V. (2008). Business communication today (9th ed.)
[pp. 299-307]. Upper Saddle River, NJ: Pearson Prentice Hall.
Burrow, J.L. (2006). Marketing (2nd ed.) [p. ]. Mason, OH: Thomson/SouthWestern.
Clark, B., Sobel, J., & Basteri, C.G. (2010). Marketing dynamics: Teacher’s
edition (2nd ed.) [p. 445]. Tinley Park, IL: Goodheart-Willcox Company,
Inc.
Daft, R.L., & Marcic, D. (2009). Understanding management: Instructor’s
edition (6th ed.) [pp. 490-491]. Mason, OH: South-Western Cengage
Learning.Dalton, M., Hoyle, D.G., & Watts, M.W. (2006). Human relations (3rd ed.) [pp.
288-289, 317]. Mason, OH: South-Western Cengage Learning.
Farese, L. S., Kimbrell, G., & Woloszyk, C. A. (2009). Marketing essentials
(pp. 185, 188-189). Woodland Hills, CA: Glencoe/McGraw-Hill.
Hyden, J. S., Jordan, A. K., Steinauer, M. H., & Jones, M. J. (2006).
Communicating for success (3rd ed.) [pp. 324-351]. Mason, OH:
Thomson South-Western.
6622 Marketing Management, Summer 2011 Version 2
Marketing Applications Course Guide
© 2012, MBA Research and Curriculum Center®
Section 5
Planning Guide Sheets
Page 5-45
Lussier, R.N. (2008). Human relations in organizations: Applications and skill
building (7th ed.) [pp. 417-418]. New York: McGraw-Hill Irwin.
Wallace, H.R., & Masters, L.A. (2006). Personal development for life & work
(9th ed.) [pp. 78-79, 122]. Mason, OH: South-Western Cengage
Learning.
Software/
Online
Bressert, S. (2011). Persuasion and how to influence others. Retrieved May
24, 2011, from http://psychcentral.com/lib/2006/persuasion-and-how-toinfluence-others/
ChangingMinds.org. (n.d.) Three ways to persuade. Retrieve May 24, 2011,
from
http://changingminds.org/disciplines/argument/making_argument/three_p
ersuade.htm
eHow.com. (1999-2011). How to persuade others. Retrieved May 24, 2011,
from http://www.ehow.com/how_5169908_persuade-others.html
Kotelnikov, V. (n.d.). Persuading people: How to get people to want to do
what your want them to do. Retrieved May 24, 2011, from
http://www.1000ventures.com/business_guide/crosscuttings/persuading_
people.html
Marketing Education Resource Center (2005). Win them over [LAP: QS-010:
Presentation Software]. Columbus, OH: Author.
Saunders, A. (2011). What are the best persuasive language techniques?
Learn persuasive communication skills today. Retrieved May 24, 2011,
from http://ezinearticles.com/?What-Are-the-Best-Persuasive-LanguageTechniques?-Learn-Persuasive-Communication-Skills-Today&id=3892717
6622 Marketing Management, Summer 2011 Version 2
Marketing Applications Course Guide
© 2012, MBA Research and Curriculum Center®
Section 5
Planning Guide Sheets
Page 5-46
Knowledge/
Skill
Statement
Understands the concepts, strategies, and systems used to obtain and
convey ideas and information
Performance
Element
Write internal and external business correspondence to convey and obtain
information effectively.
Performance
Indicator
Write persuasive messages (CO:031)
Level
Specialist
SCANS
Information 5-7; Interpersonal 12; Systems 15; Basic Skills 1-2; Thinking
Skills 12
21st Century
Skills
Communication & Collaboration 1
Objectives
a.
b.
c.
d.
e.
Performance
Activity
Ask students to write a persuasive message to recruit students for next year’s
marketing classes. Have them review their messages with a small group of
students in the class, identifying ways to improve the message. Tell them to
rewrite and type the message, using word-processing software. Ask students
to submit the message to you for review before it is given to a student
interested in taking marketing.
Define the term persuasive messages.
Identify types of persuasive messages written by businesses.
Explain the importance of writing persuasive messages.
Describe characteristics of effective persuasive messages.
Demonstrate procedures for writing persuasive messages.
Resources
Textbooks
Bovée, C. L. & Thill, J. V. (2008). Business communication today (9th ed.)
[pp. 294-307]. Upper Saddle River, NJ: Pearson Prentice Hall.
Burrow, J.L. (2006). Marketing (2nd ed.) [p. 405]. Mason, OH:
Thomson/South-Western.
Clark, B., Sobel, J., & Basteri C.G. (2010). Marketing dynamics (2nd ed.) [p.
445]. Tinley Park, IL: Goodheart-Willcox.
Etzel, M.J., Walker, B.J., & Stanton, W.J. (2007). Marketing (14th ed.) [pp.
475-476].Boston: McGraw-Hill/Irwin
Farese, L. S., Kimbrell, G., & Woloszyk, C. A. (2009). Marketing essentials
(pp. 185, 188-189). Woodland Hills, CA: Glencoe/McGraw-Hill.
Locker, K.O. (2006). Business and administrative communication (7th ed.) [pp.
159, 194-195, 213-241, 256]. New York: McGraw-Hill.
Software/
Online
Bly, R.W. (n.d.). The fundamentals of persuasive writing. Retrieved May 24,
2011, from http://www.bly.com/Pages/documents/TFOPW.html
Clark, B. (n.d.). Ten timeless persuasive writing techniques. Retrieved May
24, 2011, from http://www.copyblogger.com/persuasive-writing/
eHow.com (1999-2011). Types of persuasive letters. Retrieved May 24, 2011,
from http://www.ehow.com/list_6002350_types-persuasive-letters.html
Scribd. (n.d.). Chapter 9: Persuasive messages. Retrieved May 24, 2011,
from http://www.scribd.com/doc/11856858/Persuasive-Messages
6622 Marketing Management, Summer 2011 Version 2
Marketing Applications Course Guide
© 2012, MBA Research and Curriculum Center®
Section 5
Planning Guide Sheets
Page 5-47
Stanford University (n.d.). Writing to Persuade. Retrieved May 24, 2011, from
http://www.stanford.edu/~harryg/protected/secured6/Chapter11.htm
6622 Marketing Management, Summer 2011 Version 2
Marketing Applications Course Guide
© 2012, MBA Research and Curriculum Center®
Section 5
Planning Guide Sheets
Page 5-48
Knowledge/
Skill
Statement
Understands techniques, strategies, and systems used to foster selfunderstanding and enhance relationships with others
Performance
Element
Use communication skills to influence others.
Performance
Indicator
Level
Demonstrate negotiation skills (EI:062, EI LAP 8) (SUPPLEMENTAL)
SCANS
Interpersonal 13-14; Systems 15; Basic Skills 5-6; Thinking Skills 8,12;
Personal Qualities 15,17
21st Century
Skills
Objectives
Creativity & Innovation 2,4; Communication & Collaboration 1
Performance
Activity
Have students collaborate with a classmate to brainstorm situations in which
they could use negotiation skills at work. Tell them to list as many examples
as possible and to share the list with another team.
Specialist
a.
b.
c.
d.
Define the term negotiation.
Identify business situations in which negotiation skills are needed.
Describe negotiation techniques.
Use negotiation skills in business situations.
Resources
LAP
Marketing Education Resource Center (2005). Get to yes! [LAP: QS-003].
Columbus, OH: Author.
Marketing Education Resource Center (2005). Get to yes! Instructor copy
[LAP: QS-003]. Columbus, OH: Author.
Marketing Education Resource Center (2007). Make it a win-win (Negotiation
in business) [LAP: EI-008]. Columbus, OH: Author.
Marketing Education Resource Center (2007). Make it a win-win (Negotiation
in business): Instructor copy [LAP: EI-008]. Columbus, OH: Author.
Textbooks
Boone, G., & Kurtz, D.L. (2009). Contemporary marketing 2009 (p. 652).
Mason, OH: South-Western Cengage Learning.
Daft, R.L. (2008). The leadership experience (4th ed.) [pp. 316-317]. Mason,
OH: Thomson: South-Western.
Daft, R.L., & Marcic, D. (2009). Understanding management: Instructor’s
edition (6th ed.) [pp. 310, 544-546]. Mason, OH: South-Western Cengage
Learning.
Farese, L. S., Kimbrell, G., & Woloszyk, C. A. (2009). Marketing essentials
(pp. 222-224). Woodland Hills, CA: Glencoe/McGraw-Hill.
Griffin, R.W., & Moorhead, G. (2010). Organizational behavior: Managing
people and organizations (9th ed.) [pp. 10-11, 394-397]. Mason, OH:
South-Western Cengage Learning.
Ivancevich, J.M., Konopaske, R., & Matteson, M.T. (2008). Organizational
behavior and management (8th ed.) [pp. 304-311]. New York: McGrawHill Irwin.
Lussier, R.N. (2008). Human relations in organizations: Applications and skill
building (7th ed.) [pp. 408-413]. New York: McGraw-Hill Irwin.
6622 Marketing Management, Summer 2011 Version 2
Marketing Applications Course Guide
© 2012, MBA Research and Curriculum Center®
Section 5
Planning Guide Sheets
Page 5-49
Lussier, R.N., & Achua, C.F. (2010). Leadership: Theory, application, & skill
development (4th ed.) [pp. 12, 14, 137-143]. Mason, OH: South-Western
Cengage Learning.
Software/
Online
Bizhelp24.com. (2009, August 22). Planning and how to negotiate. Retrieved
May 24, 2011, from http://www.bizhelp24.com/employment-and-personaldevelopment/planning-and-how-to-negotiate-2.html
Buzzle.com. (2011). Negotiation skills: Articles. Retrieved May 24, 2011, from
http://www.buzzle.com/articles/negotiation-skills/
Cronin-Harris, C. (2009). Negotiation strategies: Planning is critical. Retrieved
May 24, 2011, from
http://www.nysscpa.org/cpajournal/2004/1204/essentials/p44.htm
Kaplan, M. (2005, May 3). How to negotiate anything. Retrieved May 24,
2011, from http://money.cnn.com/2005/05/02/pf/negotiate_0505/
Marketing Education Resource Center (2005). Get to yes! [LAP: QS-003:
Presentation Software]. Columbus, OH: Author.
Marketing Education Resource Center (2007). Make it a win-win (Negotiation
in business) [LAP: EI-008: Presentation Software]. Columbus, OH:
Author.
MindTools.com. (2011). Team negotiation skills—Finding an acceptable
compromise. Retrieved May 24, 2011, from
http://www.mindtools.com/stress/cwt/TeamNegotiationSkills.htm
Robertson, K. (2011). 5 ways to negotiate more effectively. Retrieved May 24,
2011, from
http://sbinfocanada.about.com/cs/marketing/a/negotiationkr.htm
Williams, C. (1999-2011). Effective negotiation techniques. Retrieved May 24,
2011, from http://www.ehow.com/about_4794078_effective-negotiationtechniques.html
6622 Marketing Management, Summer 2011 Version 2
Marketing Applications Course Guide
© 2012, MBA Research and Curriculum Center®
Section 5
Planning Guide Sheets
Page 5-50
Knowledge/
Skill
Statement
Understands tools, strategies, and systems used to maintain, monitor, control,
and plan the use of financial resources
Performance
Element
Manage financial resources to ensure solvency.
Performance
Indicator
Describe the nature of budgets (FI:106, FI LAP 3)
Level
Specialist
SCANS
Resources 2; Information 5-8; Systems 15; Basic Skills 1-2; Thinking Skills 12
21st Century
Skills
Critical Thinking & Problem Solving 1-5: Communication & Collaboration 1;
Social & Cross-Cultural Skills 1-2
Objectives
a.
b.
c.
d.
e.
f.
g.
h.
Performance
Activity
Ask students to individually make a list of all of the ways that they typically
receive and spend money in a month. Tell them to use that information to
develop a budget for the upcoming month, and to try to stay within that
budget. At the end of the month, ask students to evaluate the budget to
determine if they were able to control their expenses, and submit a revised
budget to you.
Define the term budgets.
Explain why budgets are about money.
Describe how budgets are financial maps.
Identify reasons that budgets are management tools.
Explain the importance of budgets to business success.
Identify ways that businesses can create budgets.
Distinguish between general and specialized budgets.
Describe characteristics of a successful budget.
Resources
LAP
Marketing Education Resource Center. (2006). Money tracks (Nature of
budgets) [LAP: FI-003]. Columbus, OH: Author.
Marketing Education Resource Center. (2006). Money tracks (Nature of
budgets): Instructor copy [LAP: FI-003]. Columbus, OH: Author.
Textbooks
Burrow, J.L. (2006). Marketing (2nd ed.) [pp.14, 539, 542]. Mason, OH:
Thomson/South-Western.
Clark, B., Sobel, J., & Basteri, C.G. (2010). Marketing dynamics: Teacher’s
edition (2nd ed.) [pp. 38, 394]. Tinley Park, IL: Goodheart-Willcox
Company, Inc.
Crosson, S.V., & Needles, B.E. (2008). Managerial accounting: Instructor’s
copy (8th ed.) [pp. 292-309]. Boston: Houghton Mifflin Company.
Dlabay, L.R., & Burrow, J.L. (2008). Business finance (pp.14, 20, 80-84, 176178). Mason, OH: South-Western Cengage Learning.
Garrison, R.H., Noreen, E.W., & Brewer, P.C. (2006). Managerial accounting
(11th ed.) [pp. 378-399]. New York: McGraw-Hill/Irwin.
Guerrieri, D.J., Haber, F.B., Hoyt, W.B. & Turner, R.E. (2004). Accounting:
Real-world applications and connections: Advanced course (pp. 476487). Woodland Hills, CA: McGraw-Hill/Glencoe.
Kapoor, J.R., Dlabay, L.R., Hughes, R.J., & Hoyt, W.B. (2005). Business and
6622 Marketing Management, Summer 2011 Version 2
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© 2012, MBA Research and Curriculum Center®
Section 5
Planning Guide Sheets
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personal finance (pp. 75-82, 537-538). Woodland Hills, CA:
Glencoe/McGraw-Hill.
Mariotti, S., & Towle, T. (2006). Entrepreneurship: How to start and operate a
small business (10th ed.) [p.186]. New York: The National Foundation for
Teaching Entrepreneurship, Inc.
Meyer, E.C., & Allen, K.R. (2006). Entrepreneurship and small business
management (pp. 69, 265-266, 289, 459-461). New York:
Glencoe/McGraw-Hill.
Murray, G.R., & Murray K. (2007). Accounting at your fingertips (pp. 332-353).
New York: Penguin Group.
Price, J.E., Haddock, M.D., & Brock, H.R. (2007). College accounting:
Chapters 1-32 (11th ed.) [pp. 1070-1073]. New York: McGraw-Hill/Irwin.
Pride, W. M., Hughes, R. J., & Kapoor, J. R. (2008). Business (9th ed.) [pp.
670-672]. Boston: Houghton Mifflin.
Software/
Online
Adams, P.E. (2002, September). Business sense: A budget is a road map to
success. Retrieved May 24, 2011, from
http://www.canadaone.com/ezine/sept02/budget.html
Berry, T. (2008, August 28). Budget strategically to stay on course. Retrieved
May 24, 2011, from
http://www.entrepreneur.com/startingabusiness/businessplans/businesspl
ancoachtimberry/article196700.html
Bnet (2007, May 2). Managing your business budget. Retrieved May 29,
2011, from http://www.bnet.com/article/managing-your-businessbudget/59939
Bradford, T. (2008, January 29). The purpose of a business budget. Retrieved
May 24, 2011, from
http://accounting.suite101.com/article.cfm/the_purpose_of_a_business_b
udget
Bushman, M. (2007, May 2). What types of budgets do businesses use?
Retrieved May 24, 2011, from
http://www.associatedcontent.com/article/225986/what_types_of_budgets
_do_businesses.html?cat=3
Finance Check. (2010, May 19). Budgeting—A controlling technique.
Retrieved May 24, 2011, from
http://www.quickfinancecheck.org/budgeting-a-controlling-technique
Lamb, E. (2008, May 20). Tips for creating a business budget. Retrieved May
29, 2011, from http://www.articlecue.com/Art/93801/207/Tips-ForCreating-A-Business-Budget.html
Marketing Education Resource Center. (2006). Money tracks (Nature of
budgets) [LAP: FI-003: Presentation Software]. Columbus, OH: Author.
Tracy, B. (2004, October 18). Drafting your budget. Retrieved May 24, 2011,
from http://www.entrepreneur.com/money/article72918.html
6622 Marketing Management, Summer 2011 Version 2
Marketing Applications Course Guide
© 2012, MBA Research and Curriculum Center®
Section 5
Planning Guide Sheets
Page 5-52
Knowledge/
Skill
Statement
Understands the concepts, systems, and tools needed to gather, access,
synthesize, evaluate, and disseminate information for use in making business
decisions
Performance
Element
Interpret marketing information to test hypotheses and/or to resolve issues.
Performance
Indicator
Explain techniques for processing marketing data (IM:062)
(SUPPLEMENTAL)
Level
Specialist
SCANS
Information 5-8; Systems 15; Basic Skills 1-2, 5-6; Thinking Skills 8-9, 12
21st Century
Skills
Critical Thinking and Problem Solving Skills 1; Communication &
Collaboration 1; Information Literacy 1
Objectives
a.
b.
c.
d.
Sample
Activity
Observe how spreadsheet software packages can be used to process
marketing information. Identify the strengths and weaknesses associated with
the use of spreadsheets for processing marketing data.
Explain the need for physical inspection of paper-based marketing data.
Identify questions to ask when screening initial data.
Discuss actions that can be taken with incomplete records.
Explain reasons for data entry errors that limit the use of marketing
research data.
e. Discuss reasons that questionable entries are found in raw marketing
research data.
f. Describe the role of coding in processing marketing data.
g. Explain generally accepted coding principles.
h. Discuss the importance of editing coded information.
i. Describe data-entry options.
j. Compare the processing of paper-based marketing information with that
of computer-based marketing information.
k. Explain the importance of using a codebook to describe data and to
indicate where and how they can be accessed.
Resources
Textbooks
Aaker, D.A., Kumar, V., & Day, G.S. (2007). Marketing research (9th ed.) [pp.
379, 432-433]. Hoboken, NJ: John Wiley & Sons, Inc.
Churchill, G.A., Brown, T.J., & Suter, T.A. (2010). Basic marketing research
(7th ed.) [pp. 375-387, 403-415]. Mason, OH: South-Western Cengage
Learning.
Farese, L.S.; Kimbrell, G.; & Woloszyk, C.A. (2006). Marketing essentials (3rd
ed.) [p. 616]. Woodland Hills, CA: Glencoe.
Grewal, D. & Levy, M. (2008). Marketing (pp. 258-259). New York: McGrawHill/Irwin.
Hair, J.F., Bush, R.P., & Ortinau, D.J. (2009). Marketing research in a digital
information environment (4th ed.) [pp. 237-243, 266-267]. New York:
McGraw-Hill Irwin.
Lamb, C.W., Jr.; Hair, J.F., Jr.; & McDaniel C. (2003). Essentials of marketing
(3rd ed.) [pp. 239-240]. Mason, OH: South-Western.
Zikmund, W.G., & Babin, B.J. (2010). Exploring marketing research (10th ed.)
6622 Marketing Management, Summer 2011 Version 2
Marketing Applications Course Guide
© 2012, MBA Research and Curriculum Center®
Section 5
Software/
Online
Planning Guide Sheets
Page 5-53
[pp. 500-510, 544-546]. Mason, OH: South-Western Cengage Learning.
Basic data analysis: Descriptive statistics. (n.d.). Retrieved May 24, 2011,
from http://www.business.aau.dk/~csp/Gang_10/burns05_ppt15.ppt
KnowThis.com. (1998-2011). Step 5: Evaluate data. Retrieved May 24, 2011,
from http://www.knowthis.com/tutorials/principles-of-marketing/planningfor-market-research/evaluate-data.htm
Pennell, B., Levenstein, R., & Lee, H.J. (2010, May 10). Cross cultural survey
guidelines—Chapter XII. Data collection methods. Retrieved May 24,
2011, from http://ccsg.isr.umich.edu/datacoll.cfm
QuickMBA. (1999-2010). Marketing research. Retrieved May 24, 2011, from
http://www.quickmba.com/marketing/research/
Raghupathy, S. & Peterson, J.L. (n.d.). The computer assisted questionnaire
and dataset developer. Retrieved May 24, 2011, from
http://www.socio.com/srch/summary/misc/caqddman.pdf
SAS Global Forum 2009 (2009). SAS fundamentals for survey data
processing. Retrieved May 24, 2011, from
http://support.sas.com/resources/papers/proceedings09/150-2009.pdf
6622 Marketing Management, Summer 2011 Version 2
Marketing Applications Course Guide
© 2012, MBA Research and Curriculum Center®
Section 5
Planning Guide Sheets
Page 5-54
Knowledge/
Skill
Statement
Understands the concepts, systems, and tools needed to gather, access,
synthesize, evaluate, and disseminate information for use in making business
decisions
Performance
Element
Interpret marketing information to test hypotheses and/or to resolve issues.
Performance
Indicator
Explain the use of descriptive statistics in marketing decision-making (IM:191)
(SUPPLEMENTAL)
Level
Specialist
SCANS
Information 5-8; Systems 15; Basic Skills 1-2, 4, 5-6; Thinking Skills 8-9, 12
21st Century
Skills
Critical Thinking and Problem Solving Skills 1, 2; Communication &
Collaboration 1
Objectives
a.
b.
c.
d.
e.
f.
Sample
Activity
Define the following terms: descriptive statistics, mean, medium, mode,
range, standard deviation, and skewed.
Explain the objectives of using descriptive statistics to interpret data.
Describe the advantages and disadvantages of using the mean, median,
and mode as measures of central tendency.
Explain when to use the mean, median, and mode.
Discuss the importance of using the median when working with skewed
distributions.
Describe the use of the standard deviation in data analysis.
Given data from a fundraising activity, interpret the descriptive statistics, and
identify marketing decisions that could be made from the results of the data.
Resources
Textbooks
Aaker, D.A., Kumar, V., & Day, G.S. (2007). Marketing research (9th ed.) [pp.
438-439]. Hoboken, NJ: John Wiley & Sons, Inc.
Burrow, J.L. (2006). Marketing (2nd ed.) [p. 136]. Mason, OH: Thomson/
South-Western.
Churchill, G.A., Brown, T.J., & Suter, T.A. (2010). Basic marketing research
(7th ed.) [pp. 429-434]. Mason, OH: South-Western Cengage Learning.
Farese, L. S., Kimbrell, G., & Woloszyk, C. A. (2009). Marketing essentials
(pp. 170-171). Woodland Hills, CA: Glencoe/McGraw-Hill.
Hair, J.F., Bush, R.P., & Ortinau, D.J. (2009). Marketing research in a digital
information environment (4th ed.) [pp. 483-488]. New York: McGraw-Hill
Irwin.
Kemp, S.M. & Kemp, S. (2004). Business statistics demystified: A selfteaching guide (pp. 1-17, 97, 173-204). New York: McGraw-Hill.
Leedy, P.D. & Ormrod, J.E. (2005). Practical research: Planning & design
(8th ed.) [pp. 257-261]. Upper Saddle River, NJ: Prentice Hall.
Pyrczak, F. (2006). Making sense of statistics (4th ed.) [pp. 21-53]. Glendale,
CA: Pyrczak Publishing.
Zikmund, W.G., & Babin, B.J. (2010). Exploring marketing research (10th ed.)
[pp. 443-451]. Mason, OH: South-Western Cengage Learning.
Software/
Online
Basic data analysis: Descriptive statistics. (n.d.). Retrieved May 24, 2011,
from http://www.business.aau.dk/~csp/Gang_10/burns05_ppt15.ppt
6622 Marketing Management, Summer 2011 Version 2
Marketing Applications Course Guide
© 2012, MBA Research and Curriculum Center®
Section 5
Planning Guide Sheets
Page 5-55
Birchall, J. (n.d.). Simple statistics. Retrieved May 24, 2011, from
http://www.marketresearchworld.net/index.php?option=com_content&tas
k=view&id=21&Itemid=41
Hill, J. (n.d.). Introduction to descriptive statistics. Retrieved May 24, 2011,
from http://mste.illinois.edu/hill/dstat/dstat.html
Gaten, T. (2000, May). Descriptive statistics. Retrieved May 24, 2011, from
http://www.le.ac.uk/bl/gat/virtualfc/Stats/descrip.html
The McGraw-Hill Companies. (2001). Descriptive statistics. Retrieved May
24, 2011, from
http://www.mhhe.com/socscience/sociology/statistics/stat_des.htm
Schutt, R.K. (n.d.). Displaying and summarizing data. Retrieved May 24,
2011, from
http://www.uk.sagepub.com/fswrstudy/study/resources/statstutorial/Desc
riptiveStatisticsTutorial.doc
StatSoft.com (n.d.). Basic statistics—Descriptive statistics. Retrieved May 24,
2011, from http://www.statsoft.com/textbook/basicstatistics/#Descriptivestatistics
Trochim, W.M.K. (2006). Descriptive statistics. Retrieved May 24, 2011, from
http://www.socialresearchmethods.net/kb/statdesc.htm
WikiBooks (2010).Handbook of descriptive statistics. Retrieved May 24, 2011,
from http://en.wikibooks.org/wiki/Handbook_of_Descriptive_Statistics
6622 Marketing Management, Summer 2011 Version 2
Marketing Applications Course Guide
© 2012, MBA Research and Curriculum Center®
Section 5
Planning Guide Sheets
Page 5-56
Knowledge/
Skill
Statement
Understands the concepts and actions needed to determine client needs and
wants and respond through planned, personalized communication that
influences purchase decisions and enhances future business opportunities
Performance
Element
Acquire product knowledge to communicate product benefits and to ensure
appropriateness of product for the customer.
Performance
Indicator
Differentiate between consumer and organizational buying behavior (SE:112)
Level
Specialist
SCANS
Information 5; Interpersonal 11; Systems 15; Basic Skills 1-2,5-6; Thinking
Skills 7,12; Personal Qualities 15
21st Century
Skills
Critical Thinking & Problem Solving 1,3
Objectives
a.
b.
c.
d.
e.
Performance
Activity
Define the terms consumer and organizational buying behavior.
Identify characteristics of consumer buying behavior.
Identify characteristics of organizational buying behavior.
Explain the importance of distinguishing between consumer and
organizational buying behavior in selling.
Distinguish between the consumer buying process and the
organizational buying process.
Ask students to Interview a customer at a local business of their choice to find
out how the customer makes buying decisions—what decisions are made and
what factors influence the decision-making process. Tell them to repeat the
interview with a person responsible for organizational purchasing. Have them
compare the similarities and differences between the two groups and to
discuss their findings with the class.
Resources
Textbooks
Boone, G., & Kurtz, D.L. (2009). Contemporary marketing 2009 (pp. 148-159,
184-188, 194-197). Mason, OH: South-Western Cengage Learning.
Burrow, J.L. (2006). Marketing (2nd ed.) [pp. 152-156, 318-319]. Mason, OH:
Thomson/South-Western.
Clark, B., Sobel, J., & Basteri, C.G. (2010). Marketing dynamics: Teacher’s
edition (2nd ed.) [pp. 206-212, 216-221]. Tinley Park, IL: GoodheartWillcox Company, Inc. Etzel, M.J., Walker, B.J., & Stanton, W.J. (2007).
Marketing (14th ed.) [pp.91-107, 127-137].Boston: McGraw-Hill/Irwin.
Farese, L.S., Kimbrell, G., & Woloszyk, C. A. (2009). Marketing essentials
(pp. 261, 269-270). Woodland Hills, CA: Glencoe/McGraw-Hill.
Futrell, C. M. (2006) Fundamentals of selling: Customers for life through
service (9th ed.) [p. 112]. New York: McGraw-Hill/Irwin.
Manning, G.L.; Reece, B.L.; & Ahearne, M. (2010). Selling today: Creating
customer value (11th ed.) [pp. 162-164, 176-177]. Upper Saddle River,
NJ: Prentice Hall.
Weitz, B.A., Castleberry, S.B., & Tanner, J.F. (2004). Selling: Building
partnerships (5th ed.) [pp. 84-109]. Boston: Irwin/McGraw-Hill.
Marketing Applications Course Guide
© 2012, MBA Research and Curriculum Center®
Section 5
Software/
Online
Planning Guide Sheets
Page 5-57
Business-to-business (B2B) marketing. (2010). Retrieved May 26, 2011, from
http://www.docstoc.com/docs/17901890/ORGANIZATIONAL-BUYINGBEHAVIOR
Consumer behavior. (n.d.). Retrieved May 26, 2011, from http://wwwrohan.sdsu.edu/~renglish/370/notes/chapt05/index.htm
Evans, K. (1999-2011). Differences between business and consumer buying.
Retrieved May 26, 2011, from
http://www.ehow.com/about_4700245_differences-between-businessconsumer-buying.html
KnowThis.com. (1998-2011). Business buying behavior. Retrieved May 26,
2011, from http://www.knowthis.com/principles-of-marketingtutorials/business-buying-behavior/
Murphy, D. (n.d.) Marketing for B2B vs. B2C—similar but different. Retrieved
May 26, 2011, from http://www.salesvantage.com/article/909/Marketingfor-B2B-vs-B2C-Similar-but-Different
O’Brien, S. (2006, February 10). Marketing factors: Consumer buying
behaviors. Retrieved May 26, 2011, from
http://www.associatedcontent.com/article/19593/marketing_factors_cons
umer_buying_behavior.html?cat=35
Sykronix. (2005, June 27). Organizational buying behavior. Retrieved May 26,
2011, form http://www.sykronix.com/tsoc/courses/prin/pr_org.htm
Marketing Applications Course Guide
© 2012, MBA Research and Curriculum Center®
Section 5
Planning Guide Sheets
Page 5-58
Knowledge/
Skill
Statement
Understands the concepts and actions needed to determine client needs and
wants and respond through planned, personalized communication that
influences purchase decisions and enhances future business opportunities
Performance
Element
Acquire product knowledge to communicate product benefits and to ensure
appropriateness of product for the customer.
Performance
Indicator
Level
Identify emerging trends for use in selling (SE:404)
SCANS
Information 5,7; Systems 15; Thinking Skills 1
21st Century
Skills
Global Awareness 3; ICT Literacy 2; Flexibility & Adaptability 2
Objectives
a.
b.
c.
d.
e.
f.
g.
h.
Specialist
i.
j.
k.
l.
Performance
Activity
Explain a salesperson’s need to stay up-to-date on sales trends.
Discuss the impact of globalization on selling.
Describe the impact of better informed customers on selling.
Explain the impact of social media on selling.
Discuss the impact that relationship building has on selling.
Describe the impact of mobile technology on selling.
Explain the impact of cloud technology on selling.
Discuss how the availability of multiple channels (e.g., email, snail mail,,
social media, networking, referrals, and phone) for reaching customers
impacts selling.
Describe the impact that customer information sharing through Customer
Relationship Management (CRM) systems has on selling.
Explain how salespeople are using electronic sales presentations (e.g.,
online video conferencing, web/phone conferencing, online text chat)..
Discuss how companies are using electronic sales training.
Describe the use of customer teams in selling.
Have students conduct Internet research to identify two currently emerging
trends for use in selling. Divide the class into three-person teams, and have
students share the trends identified with their team. As a group, tell students
to develop ways that the trends can be used in selling. Have the groups share
their trends and ideas with the class.
Resources
Textbooks
Clark, B., Sobel, J., & Basteri, C.G. (2010). Marketing dynamics: Teacher’s
edition (2nd ed.) [pp.322-323, 326-327, 567-571]. Tinley Park, IL:
Goodheart-Willcox Company, Inc.
Burrow, J.L. (2006). Marketing (2nd ed.) [pp. 149, 192-193]. Mason, OH:
Thomson/South-Western.
Clark, B., Sobel, J., & Basteri, C.G. (2010). Marketing dynamics: Teacher’s
edition (2nd ed.) [pp. 682-683]. Tinley Park, IL: Goodheart-Willcox
Company, Inc.
Etzel, M.J., Walker, B.J., & Stanton, W.J. (2007). Marketing (14th ed.) [pp.127136].Boston: McGraw-Hill/Irwin.
Farese, L.S., Kimbrell, G., & Woloszyk, C. A. (2009). Marketing essentials
(pp. 204, 206). Woodland Hills, CA: Glencoe/McGraw-Hill.
Manning, G.L.; Reece, B.L.; & Ahearne, M. (2010). Selling today: Creating
Marketing Applications Course Guide
© 2012, MBA Research and Curriculum Center®
Section 5
Planning Guide Sheets
Page 5-59
customer value (11th ed.) [pp.188, 220, 272-273]. Upper Saddle River,
NJ: Prentice Hall.
Weitz, B.A., Castleberry, S.B., & Tanner, J.F. (2004). Selling: Building
partnerships (5th ed.) [pp. 46, 143-144, 526]. Boston: Irwin/McGraw-Hill.
Software/
Online
Burdett, E. (2010, January ). Peak – 7 sales trends in 2010 (Requires 43
seconds to read). Retrieved May 26, 2011, from
http://peaksalesrecruiting.com/peak-7-sales-trends-in-2010-requires-43seconds-to-read/
Dawson, R. (2009, April 2). Six key insights into the future of the direct selling
industry. Retrieved May 26, 2011, from
http://rossdawsonblog.com/weblog/archives/2009/04/insights_into_t_1.ht
ml
KnowThis.com (1998-2011) Selling trends: Customer information sharing.
Retrieved May 26, 2011, from http://www.knowthis.com/principles-ofmarketing-tutorials/personal-selling/selling-trends-customer-informationsharing/
KnowThis.com (1998-2011) Selling trends: Electronic sales training.
Retrieved May 26, 2011, from http://www.knowthis.com/principles-ofmarketing-tutorials/personal-selling/selling-trends-electronic-salestraining/
KnowThis.com (1998-2011) Selling trends: Electronic sales presentations.
Retrieved May 26, 2011, from http://www.knowthis.com/principles-ofmarketing-tutorials/personal-selling/selling-trends-electronic-salespresentations/
KnowThis.com (1998-2011) Selling trends: Mobile and web computing.
Retrieved May 26, 2011, from http://www.knowthis.com/principles-ofmarketing-tutorials/personal-selling/selling-trends-mobile-and-webcomputing/
KnowThis.com (1998-2011) Selling trends: Use of customer teams. Retrieved
May 26, 2011, from http://www.knowthis.com/principles-of-marketingtutorials/personal-selling/selling-trends-use-of-customer-teams/
Reynolds, M. (2010, March 24). Selling in 2010: What’s in and what’s out.
Retrieved May 26, 2011, from
http://salesoperationsblog.com/2010/03/24/selling-in-2010-whats-in-andwhats-out/
Wood-Young, T. (2003-2009). Future sales trends. Retrieved May 26, 2011,
from http://salesprofessionalsusa.com/index.php?pr=Future_sales_trends
Marketing Applications Course Guide
© 2012, MBA Research and Curriculum Center®
Section 5
Planning Guide Sheets
Page 5-60
Knowledge/
Skill
Statement
Understands the techniques and strategies used to foster positive, ongoing
relationships with customers
Performance
Element
Understand the nature of customer relationship management to show its
contributions to a company.
Performance
Indicator
Discuss the nature of customer relationship management (CR:016)
Level
Specialist
SCANS
Information 5; Systems 15; Basic Skills 1-2; Thinking Skills 12
21st Century
Skills
ICT Literacy 1; Critical Thinking & Problem Solving 1, 2 3; Communication &
Collaboration 1
Objectives
a.
b.
c.
d.
e.
f.
g
h.
i.
j.
k.
l.
Performance
Activity
Define the following terms: customer relationship management (CRM),
customer experience management (CEM), customer-centric strategy,
touch points, continuous improvement, and business process
management (BPM).
Discuss the nature of customer relationships in today’s society.
Explain goals of customer relationship management (CRM).
Discuss the importance of formulating a CRM strategy prior to
implementing CRM processes and tools.
Describe common CRM processes.
Describe the role of customer experience management (CEM) in
customer relationship management (CRM).
Discuss the use of customer information in customer relationship
management.
Discuss the role of corporate culture in customer relationship
management.
Explain the impact of organizational structure on customer relationship
management.
Describe the relationship of customer relationship management and
continuous improvement.
Discuss the relationship of customer relationship management and
business process management.
Explain ways in which customer relationship management can benefit a
business.
Select a local business that students can use as the focus for this activity. Ask
students to identify the business’s “customer.” will be. Tell them that they
need to identify the CRM goals and processes that they feel should be used
with this “customer.” Have them determine the nature of the customer
experience that they want customers to have. Ask students to specify how
they could use continuous improvement processes to improve the business’s
interactions with and services for their “customer.” Have students record their
responses on the handout Run With CRM on page 5-16. Divide the class into
groups of three or four students each so that they can discuss their ideas with
classmates.
Resources
LAP
MBAResearch and Curriculum Center (2010). Know when to hold ‘em: [LAP:
Marketing Applications Course Guide
© 2012, MBA Research and Curriculum Center®
Section 5
Planning Guide Sheets
Page 5-61
CR-002]. Columbus, OH: Author.
MBAResearch and Curriculum Center (2010). Know when to hold ‘em
Instructor copy [LAP: CR-002]. Columbus, OH: Author.
Textbooks
Boone, G., & Kurtz, D.L. (2009). Contemporary marketing 2009 (pp. 314326). Mason, OH: South-Western Cengage Learning.
Burrow, J.L. (2006). Marketing (2nd ed.) [p. 353]. Mason, OH:
Thomson/South-Western.
Clark, B., Sobel, J., & Basteri, C.G. (2010). Marketing dynamics: Teacher’s
edition (2nd ed.) [pp. 493-494]. Tinley Park, IL: Goodheart-Willcox
Company, Inc.
Etzel, M.J., Walker, B.J., & Stanton, W.J. (2007). Marketing (14th ed.) [pp. 11,
133, 455, 507].Boston: McGraw-Hill/Irwin
Farese, L. S., Kimbrell, G., & Woloszyk, C. A. (2009). Marketing essentials
(pp. 7, 206, 227, 326-327, 594-595). Woodland Hills, CA:
Glencoe/McGraw-Hill.
Kotler, P., & Armstrong, G. (2008). Principles of marketing (12th ed.) [pp. 1618, 45, 112-113, 468]. Upper Saddle River, NJ: Prentice-Hall.
Peppers, D. & Rogers, M. (2004). Managing customer relationships: A
strategic framework (pp. 17-32, 111, 488-497). Hoboken, NJ: John Wiley
& Sons, Inc.
Perreault, W. D., Cannon, J. P., & McCarthy, E. J. (2008). Basic marketing: A
marketing strategy planning approach (16th ed.) [pp. 81-82, 379]. Boston:
McGraw-Hill/Irwin.
Sheth, J. & Mittal, B. (2004). Customer behavior: A managerial perspective
(2nd ed.) [pp. 362-385]. Mason, OH: South-Western.
Soloman, M.R.; Marshall, G.W.; & Stuart, E. W. (2008). Marketing: Real
people, real choices (5th ed.) [pp. 224-227]. Upper Saddle River, NJ:
Pearson Prentice Hall.
Workbooks/
Manuals
Odgers, P. (2004). The world of customer service (pp. 7-8, 167-169, 190).
Mason, OH: South-Western.
Software/
Online
Brendler, B. (2001-2011). Why does corporate culture matter. Retrieved May
24, 2011, from
http://www.crm2day.com/editorial/EpyZukylZpqlLzXaev.php
Bueren, A., Schierholz, R., Kolbe, L., & Brenner, W. (n.d.). Customer
knowledge management—Improving performance of customer
relationship management with knowledge management. Retrieved May
24, 2011, from
http://web.iwi.unisg.ch/org/iwi/iwi_pub.nsf/wwwPublRecentEng/9E047CC
0ED6401CDC1256E18003A2D73/$file/Customer%20Knowledge%20Ma
nagement%20%20Improving%20Performance%20of%20Customer%20Relationship%2
0Management%20with%20Knowledge%20Management.pdf
Chow, D. (2008, June 12). What exactly is touchpoint? Retrieved May 24,
2011, from www.customerthink.com/blog/what_exactly_touchpoint
Cobb, R. (n.d.). Want value from your acquisition? Try a customer-centric
approach. Retrieved May 29, 2011, from
http://www.bettermanagement.com/library/library.aspx?l=10171
(Will need to set up a free account to access article)
Customer Relationship Management Association. (2005, Fall). CRMA
roundtable: Customer experience management. Retrieved May 24,
Marketing Applications Course Guide
© 2012, MBA Research and Curriculum Center®
Section 5
Planning Guide Sheets
Page 5-62
2011, from
http://www.realmarket.com/required/CRMA_Roundtable_CEM.pdf
Duncan, L. (2006, January 10). Just what is customer experience
management, anyway? Retrieved May 24, 2011, from
www.marketingprofs.com/6/duncan3.asp
Gifford, E. (n.d.). Customer relationship management. Retrieved May 29,
2011, from
http://www.businessballs.com/crmcustomerrelationshipmanagement.htm
Kenealy, B. (2008, January). Customer relationship management: CRM rises
again. Retrieved May 24, 2011, from
http://www.insurancenetworking.com/issues/2008_45/CRM_customer_re
lationship_management_insurance_technology10339-1.html
Knowledge@Wharton. (2001, July 4). Making customer relationship
management work. Retrieved May 24, 2011, from
http://knowledge.wharton.upenn.edu/article.cfm?articleid=390
MBAResearch and Curriculum Center (2010). Know when to hold ‘em: [LAP:
CR-002—Presentation Software]. Columbus, OH: Author.
Pivotal CRM. (2008). Surviving and thriving in a challenging market.
Retrieved May 29, 2011, from
http://www.crm2day.com/library/docs/50611-0.pdf
Reichold, A., Kolbe, L., & Brenner, W. (n.d.). Performance measurement of
CRM in financial services. Retrieved May 24, 2011, from
http://web.iwi.unisg.ch/org/iwi/iwi_pub.nsf/wwwPublYearGer/30FE4CBA
D9E0A387C1256EF300791D44/$file/PM%20in%20CRM%20of%20FS_I
WI_HSG_final.pdf
Tanrikorur, T. (2007, May 7). Business process management 101: The basics
of BPM and how to choose the right suite. Retrieved May 29, 2011, from
http://www.informationweek.com/news/software/bi/199204260
Marketing Applications Course Guide
© 2012, MBA Research and Curriculum Center®
Section 5
Key Points
Briefing: Nature of CRM
Page 5-63
Define the term customer relationship management (CRM).
 Strategies, processes, and policies used by businesses to build, maintain,
and maximize the long-term value of customer relationships
o Helps businesses to understand and respond to customers’
changing needs
o Emphasizes positive, meaningful, and long-term communication
and interaction with customers
o Involves the collection of customer information to draw
conclusions about the customer’s needs and wants as well as
predict the customer’s loyalty and value in the future
Explain goals of customer relationship management (CRM).
 To maximize the value and effectiveness of all customer touch points
o Touch points: All the opportunities that businesses have to
connect with customers and reinforce their brand value
 To provide outstanding service to customers
 To maximize customer satisfaction
 To attract and retain loyal customers
 To cultivate and maintain positive, profitable relationships with customers
 To develop individualized relationships with customers
 To gather and track information about customers for use in business
decision-making
 To understand customers and their needs so that these needs can be
fulfilled in a manner satisfactory to customers and businesses
 To develop products that meet or exceed customer expectations
 To increase business profit
 To develop a competitive advantage
Describe common CRM processes.
 Campaign management (usually conducted by the marketing department)
o Targeting prospective customers
o Distributing promotional materials to targeted prospects
o Tracking response to promotional materials
o Generating leads for sales
 Sales management (sometimes divided into lead management, offer
management, and contract management)
o Recording lead information
o Qualifying leads
o Prioritizing leads
o Contacting leads
o Making sales
 Service management
o Providing after-sales services, such as:
 Maintenance and repair services
 Warranties and guarantees
o Retaining customers
 Complaint management
o Receiving customer complaints
o Resolving customer problems
o Communicating customer complaints to the organization
o Retaining customers
Marketing Applications Course Guide
© 2012, MBA Research and Curriculum Center®
Section 5
Briefing: Nature of CRM
Page 5-64
Discuss the use of customer information in customer relationship
management.
 By gathering and organizing customer information, a business can better
determine and fulfill its customers’ needs and wants.
 Customer information is also used to identify the most profitable, loyal
customers. After identifying these customers, the business may provide
higher, better service to these customers to maintain their loyalty and
increase their profitability.
Discuss the nature of customer relationships in today’s society.
 Because customers now have so many different choices in the
marketplace, they have become more selective about whom they do
business with. When given the choice to do business with one of two
businesses that sell nearly identical products at similar prices, customers
often choose to purchase from the business that offers better customer
service. As a result, customers’ expectations for customer service are
higher.
Describe the role of customer experience management (CEM) in customer
relationship management (CRM).
 The business world has become increasingly focused on the customer
versus the product.
 Many businesses have adopted customer-centric attitudes and strategies.
o Customer-centric strategy: A plan of action used by businesses
that shifts the focus from businesses and their products to
customers and their needs
 An important component of CRM is customer experience management
(CEM).
o Customer experience management (CEM): Strategies, processes,
and policies used by businesses to meet or exceed customer
expectations for service and to provide customers with outstanding
experiences/interactions at every touch point throughout their
business transactions
Explain the impact of organizational structure on customer relationship
management.
 The organization should be structured so that customers have “seamless,”
easy interactions with the company.
 To ensure that customers have “seamless” interactions with the company,
all customer information must be available in one location to all employees
who require it (usually using CRM technology).
 Companies with superior customer relationship management processes
are much more likely to be organized according to customer segment or
group.
Marketing Applications Course Guide
© 2012, MBA Research and Curriculum Center®
Section 5
Briefing: Nature of CRM
Page 5-65
Discuss the role of corporate culture in customer relationship management.
 For customer relationship management to be successful, it must be
supported by the corporate culture (i.e., the values, beliefs, and
encouraged behaviors in an organization).
 Senior executives must believe and demonstrate that building and
maintaining customer relationships is a corporate priority.
 Corporate values must be understood and embraced by all employees.
 Employee incentives, such as prizes and bonuses, can help ensure that
employees embrace CRM strategies and processes.
 Also, employees must be given leeway to do what is necessary to satisfy
customers.
Discuss the importance of formulating a CRM strategy prior to implementing
CRM processes and tools.
 Each company should design a unique CRM strategy that directly
addresses its needs, organization, and customers.
 An important step in developing a CRM strategy is identifying the
objectives/goals of the CRM program (e.g., to increase customer
retention, to improve product offerings, etc.).
 Before implementing CRM processes and tools, each company must
determine which members of its organization will be involved in CRM so
that these individuals can be trained.
 CRM technology and tools should be selected after determining the
company’s CRM strategy, objectives, and program participants.
Discuss the relationship of customer relationship management and
business process management.
 Customer relationship management and business process management
work together to satisfy customers.
 Business process management: A type of management that focuses on
the design and improvement of business processes (including CRM
processes) to make them as efficient and effective as possible; strives to
align business processes with customers’ needs and wants
 Business process management ensures that CRM processes meet the
needs, wants, and expectations of customers, while CRM processes can
gather customer information that can be used to ensure that business
processes are designed with the end user—the customer—in mind.
Describe the relationship of customer relationship management and
continuous improvement.
 Continuous improvement: The activity of regularly updating one’s
processes for better efficiency
 After developing a CRM strategy and implementing CRM processes,
continuous improvement must occur to ensure that:
o Company values remain in line with the CRM strategy
o CRM processes remain effective
Marketing Applications Course Guide
© 2012, MBA Research and Curriculum Center®
Section 5
Briefing: Nature of CRM
Page 5-66
Explain ways in which customer relationship management can benefit a
business.
 Increased customer satisfaction and loyalty
 More customers and customer referrals
 Reduced costs
 Fewer complaints
 Lower employee stress levels
 Increased access to customer information (for use in business decisionmaking)
 Long-term profitability
Marketing Applications Course Guide
© 2012, MBA Research and Curriculum Center®
Section 5
Run with CRM
Who’s Your “Customer”?
What Are Your CRM
Goals?
What’s Your CRM
Strategy?
What Will Your
Customers Experience?
What CRM Processes Will
You Use?
How Will You Use
Continuous Improvement
Processes?
Marketing Applications Course Guide
© 2012, MBA Research and Curriculum Center®
Page 5-67
Section 5
Planning Guide Sheets
Page 5-68
Knowledge/
Skill
Statement
Understands the techniques and strategies used to foster positive, ongoing
relationships with customers
Performance
Element
Understand the nature of customer relationship management to show its
contributions to a company.
Performance
Indicator
Explain the role of ethics in customer relationship management (CR:017)
Level
Specialist
SCANS
Information 5; Systems 15; Basic Skills 1-2; Thinking Skills 12
21st Century
Skills
Information Literacy 2; Communication & Collaboration 1
Objectives
a.
b.
c.
d.
e.
f.
g.
Performance
Activity
Define the terms informed consent and integrity.
Describe the importance of trust in customer/business relationships.
Discuss loyalty issues in customer/business relationships.
Describe ethical issues related to the collection of customer information.
Explain situations in which employees/departments involved in customer
relationship management may be reluctant to share customer information with
each other.
Discuss ethical issues related to the sale of customer information to third
parties.
Discuss the impact of poor/unethical privacy practices on customer
relationships.
Ask students to pair up with a classmate to discuss ethical CRM issues that they
feel the local business used in the previous activity may face and how they could
overcome those issues. Ask students to discuss their ideas with another pair of
students.
Resources
Textbooks
Boone, G., & Kurtz, D.L. (2009). Contemporary marketing 2009 (pp. 97-98, 255256). Mason, OH: South-Western Cengage Learning..
Burrow, J.L. (2006). Marketing (2nd ed.) [pp. 48, 123, 204]. Mason, OH:
Thomson/South-Western.
Clark, B., Sobel, J., & Basteri, C.G. (2010). Marketing dynamics: Teacher’s edition
(2nd ed.) [pp. 69-71]. Tinley Park, IL: Goodheart-Willcox Company, Inc.
Etzel, M.J., Walker, B.J., & Stanton, W.J. (2007). Marketing (14th ed.) [pp. 191192].Boston: McGraw-Hill/Irwin
Farese, L. S., Kimbrell, G., & Woloszyk, C. A. (2009). Marketing essentials (pp.
594-595). Woodland Hills, CA: Glencoe/McGraw-Hill.
Hoffman, K.D., & Bateson, J. (2006). Services marketing: Concepts, strategies, &
cases (3rd ed.) [pp. 399-400]. Mason, OH: Thomson South-Western.
Peppers, D. & Rogers, M. (2004). Managing customer relationships: A strategic
framework (pp. 216, 226, 235-238). Hoboken, NJ: John Wiley & Sons, Inc.
Weitz, B.A., Castleberry, S.B., & Tanner, J.F. (2004). Selling: Building partnerships
(5th ed.) [pp. 214, 517-520]. Boston: Irwin/McGraw-Hill.
Marketing Applications Course Guide
© 2012, MBA Research and Curriculum Center®
Section 5
Software/
Online
Planning Guide Sheets
Page 5-69
Binder, P. (2011). Presenting ETHICS—Elevating trust has inspired customer
satisfaction. Retrieved May 24, 2011, from
http://ezinearticles.com/?Presenting-ETHICS---Elevating-Trust-Has-InspiredCustomer-Satisfaction&id=2307463
Elliott, L. (2002, March 15). Customer privacy issues demand attention. Retrieved
May 24, 2011, from http://articles.techrepublic.com.com/5100-10878_111039749.html
Giordano, C. (2007, March 22). Use privacy to build customer trust, loyalty.
Retrieved May 24, 2011, from http://www.dmnews.com/Use-privacy-to-buildcustomer-trust-loyalty/article/94933/
Givens, B. (2011, April). Privacy today: A review of current issues. Retrieved May
24, 2011, from http://www.privacyrights.org/ar/Privacy-IssuesList.htm
Greenberg, P. (n.d.). CRM & privacy: How much do companies need to know
about their customers? Retrieved May 24, 2011, from
http://www.baylor.edu/bbr/index.php?id=36490
Miller, J., & Arning, R. (2003, May). How companies can benefit by addressing
privacy issues. Retrieved May 24, 2011, from
http://www.nysscpa.org/cpajournal/2003/0503/nv/nv11.htm
Moore, C. (n.d.). Ethics, information, and privacy: CSRs face everyday ethical
choices. Retrieved May 24, 2011, from
http://www.roughnotes.com/rnmagazine/2009/march09/03p062.htm
Murphy, P.E., Laczniak, G.R., & Wood, G. (2006, January). An ethical basis for
relationship marketing: A virtue ethics perspective. European Journal of
Marketing, 41(1/2), 37-57. Retrieved May 24, 2011, from
http://www.ethicalbusiness.nd.edu/pdf/An%20Ethical%20Basis%20for%20Rel
ationship%20Marketing.pdf
Marketing Applications Course Guide
© 2012, MBA Research and Curriculum Center®
Section 5
Planning Guide Sheets
Page 5-70
Knowledge/
Skill
Statement
Understands the techniques and strategies used to foster positive, ongoing
relationships with customers
Performance
Element
Understand the nature of customer relationship management to show its
contributions to a company.
Performance
Indicator
Describe the use of technology in customer relationship management (CR:018)
Level
Specialist
SCANS
Information 5; Systems 15; Basic Skills 1-2; Thinking Skills 12
21st Century
Skills
ICT Literacy 1; Critical Thinking & Problem Solving 1, 2 3; Communication &
Collaboration 1
Objectives
a. Define the following terms: client intelligence, cross-selling, up-selling,
relationship mapping, personalization, segmentation, and clustering.
b. Explain the difference between customer relationship management technology
and customer relationship management.
c. Describe types of customer relationship management tools (e.g., CRM
applications, databases, data warehouses, etc.).
d. Discuss customer relationship management software approaches (e.g.,
operational, analytical, collaborative, sales force automation, etc.).
e. Explain types of data commonly stored in a CRM system (e.g., contact data,
demographic data, transactional data, relationship data, etc.).
f. Discuss the benefits and drawbacks associated with CRM technology.
g. Explain how CRM technology can be used to create a “single view” of a
customer.
h. Explain the importance of cleansing, standardizing, and updating data in a CRM
data warehouse.
Performance
Activity
Ask students to conduct research to determine the types of CRM technology that
are appropriate for the local business used in the previous activity. If possible,
have them obtain the software—through a school lab, business partner, sample on
the Internet, etc. Ask students to work with the software and to answer the
questions in the CRM Technology handout found on page 5-21.
Resources
Textbooks
Anderson, R.E., & Dubinsky, A.J. (2004). Personal selling: Achieving customer
satisfaction and loyalty (pp. 40-45, 325-326, 386-387). Boston: Houghton
Mifflin.
Boone, G., & Kurtz, D.L. (2009). Contemporary marketing 2009 (pp.22, 118-119,
132, 323-324, 329). Mason, OH: South-Western Cengage Learning.
Burrow, J.L. (2006). Marketing (2nd ed.) [pp. 59, 157, 331, 465, 472]. Mason, OH:
Thomson/South-Western.
Clark, B., Sobel, J., & Basteri C.G. (2010). Marketing dynamics (2nd ed.) [pp. 493494]. Tinley Park, IL: Goodheart-Willcox.
Etzel, M.J., Walker, B.J., & Stanton, W.J. (2007). Marketing (14th ed.) [pp.175177].Boston: McGraw-Hill/Irwin
Farese, L. S.; Kimbrell, G.; & Woloszyk, C. A. (2009). Marketing essentials (pp.
206, 227, 326-327, 594-595). Woodland Hills, CA: Glencoe/McGraw-Hill.
Hoffman, K.D., & Bateson, J. (2006). Services marketing: Concepts, strategies, &
cases (3rd ed.) [pp. 291-296]. Mason, OH: Thomson South-Western.
Marketing Applications Course Guide
© 2012, MBA Research and Curriculum Center®
Section 5
Planning Guide Sheets
Page 5-71
Peppers, D. & Rogers, M. (2004). Managing customer relationships: A strategic
framework (pp. 8-9, 17-19, 191-195, 287-294, 384-385, 489-497). Hoboken,
NJ: John Wiley & Sons, Inc.
Weitz, B.A., Castleberry, S.B., & Tanner, J.F. (2004). Selling: Building partnerships
(5th ed.) [pp. 170, 387-388, 480-481]. Boston: Irwin/McGraw-Hill.
Workbooks/
Manuals
Odgers, P. (2004). The world of customer service (pp. 167-169). Mason, OH:
South-Western.
Software/
Online
Ambler, S. (2002-2010). Mapping objects to relational databases: O/R mapping in
detail. Retrieved May 24, 2011, from
http://www.agiledata.org/essays/mappingObjects.html
Binary Spectrum. (2011). Aspects of a CRM—customer relationship management
software. Retrieved May 24, 2011, from
http://www.binaryspectrum.com/industries/retail/Customer-relationshipmanagement.html
Baker, P. (2009, April 30). Is CRM data an asset in its own right? Retrieved May
24, 2011, from http://www.insidecrm.com/features/crm-data-asset-043009/
Boyle, B. (2009). Using CRM software effectively. Retrieved May 24, 2011, from
http://www.nysscpa.org/cpajournal/2004/704/perspectives/p17.htm
Hall, C. (2005, February 17). The importance of quality for data warehousing and
CRM. Retrieved May 24, 2011, from
http://searchdatamanagement.techtarget.com/news/article/0,289142,sid91_gc
i1139347,00.html#
ILTA. (2009, March). Client intelligence: Answering the call for greater productivity.
Retrieved May 24, 2011,
http://www.twostep.com/assets/documents/papers_articles/ILTA_Client_Intelli
gence.pdf
Lassar, W.M., Lassar, S.S., & Rauseo, N.A. (2008, August 1). Developing a CRM
strategy in your firm: Size up clients to build a competitive advantage. Journal
of Accountancy, 206(2), 68-73. Retrieved May 24, 2011, from
http://www.allbusiness.com/company-activitiesmanagement/operations/11477600-1.html
Levit, M. (1999-2011). Is CRM technology living up to the hype? Retrieved May 24,
2011, from http://www.businessknowhow.com/marketing/crm.htm
Maximizer Software. (2011). Building profitable client relationships. Retrieved May
24, 2011, from http://www.usfst.com/article/Issue-2/Customer-First/BuildingProfitable-Client-Relationships/
Oracle. (2011). Sales 2.0: How businesses are using online collaboration to spark
sales. Retrieved May 24, 2011, from
http://whitepapers.techrepublic.com.com/abstract.aspx?docid=389353&promo
=100510
Salesboom.com. (2006, September). Introduction to CRM sales force automation.
Retrieved May 24, 2011, from
http://whitepapers.techrepublic.com.com/abstract.aspx?docid=278478
Wollan, R.E. (2006, March 2). Service in the customers’ eyes. Retrieved May 24,
2011, from http://www.crmproject.com/documents.asp?d_id=3781
Marketing Applications Course Guide
© 2012, MBA Research and Curriculum Center®
Section 5
CRM Technology
Purpose of Your
Project
CRM Tools To Use
Rationale for Choice
Source of CRM
Tools
Your Reactions to
CRM Tools
Data to
Collect/Monitor
Importance of Those
Data to Your Project
Data Update
Schedule for Your
Project
Marketing Applications Course Guide
© 2012, MBA Research and Curriculum Center®
Page 5-72
Section 5
Planning Guide Sheets
Knowledge/
Skill
Statement
Understands the concepts and processes needed to obtain, develop,
maintain, and improve a product or service mix in response to market
opportunities
Performance
Element
Employ product-mix strategies to meet customer expectations.
Performance
Indicator
Describe the nature of product bundling (PM:041)
Level
Specialist
SCANS
Resources 3; Information 5-8; Systems 15; Basic Skills 1-2,5-6; Thinking
Skills 8-12
21st Century
Skills
Critical Thinking & Problem Solving 1,2,3,5
Objectives
a.
b.
c.
d.
e.
f.
g.
Performance
Activity
Page 5-73
Explain how product bundling works.
Describe occasions when the use of product bundling makes good
business sense.
Discuss benefits associated with product bundling.
Identify challenges with product bundling.
Explain ways marketers bundle products (e.g., by product category, by
customer, or by application).
Discuss the impact of product bundling on pricing decisions.
Describe considerations in developing a product bundling strategy.
Ask students to imagine that they have been hired as the marketing manager
of Back-to-school Bundles. Explain that it is their responsibility to determine
which school supplies should be packaged together for Rosemont High’s
back-to-school supply sale. Have them list the products in each of the
bundles they plan to offer for sale, and write a short explanation of their
rationale. Ask students to share their recommendations and rationale with a
classmate.
Resources
Textbooks
Boone, G., & Kurtz, D.L. (2009). Contemporary marketing 2009 (p.655 ).
Mason, OH: South-Western Cengage Learning.
Burrow, J.L. (2006). Marketing (2nd ed.) [p. 303]. Mason, OH:
Thomson/South-Western.
Clark, B., Sobel, J., & Basteri, C.G. (2010). Marketing dynamics: Teacher’s
edition (2nd ed.) [pp. 309, 313]. Tinley Park, IL: Goodheart-Willcox
Company, Inc.
Farese, L.S., Kimbrell, G., & Woloszyk, C.A. (2009). Marketing essentials
(3rd ed.) [p. 553]. Mission Hills, CA: Glencoe/McGraw-Hill.
Kotler, P., & Armstrong, G. (2008). Principles of marketing (12th ed.) [p. 312].
Upper Saddle River, NJ: Prentice-Hall.
Perreault, W. D., Cannon, J. P., & McCarthy, E. J. (2008). Basic marketing: A
marketing strategy planning approach (16th ed.) [p. 509]. Boston:
McGraw-Hill/Irwin.
Soloman, M. R., Marshall, G. W., & Stuart, E. W. (2008). Marketing: Real
people, real choices (5th ed.) [p. 356]. Upper Saddle River, NJ: Pearson
Prentice Hall.
Marketing Applications Course Guide
© 2012, MBA Research and Curriculum Center®
Section 5
Software/
Online
Planning Guide Sheets
Page 5-74
Berry, T. (1996-2011). Product bundling. Retrieved May 26, 2011, from
http://articles.mplans.com/product-bundling/
Frey, D. (2010). How to use the power of packaging to double your sales.
Retrieved May 29, 2011, from
http://www.businessknowhow.com/marketing/packaging.htm
KnowThis.com. (1998-2011). Promotional pricing: Product bundling.
Retrieved May 26, 2011, from http://www.knowthis.com/principles-ofmarketing-tutorials/setting-price-part-2/promotional-pricing-productbundling/
MarketSense. (2008, November 18). The dos and don’ts of product bundling.
Retrieved May 26, 2011, from
http://marketsense.appliedproductmarketing.com/weblog/2008/11/thedos-and-donts-of-product-bundling.html
Sanders, S. (2011). The art of product bundling. Retrieved May 26, 2011,
from http://www.cleanlink.com/sm/article/The-Art-of-Product-Bundling-2908
Tatum, M. (2003-2011). What is product bundling? Retrieved May 26, 2011,
from http://www.wisegeek.com/what-is-product-bundling.htm
Marketing Applications Course Guide
© 2012, MBA Research and Curriculum Center®
Section 5
Planning Guide Sheets
Page 5-75
Knowledge/
Skill
Statement
Understands the concepts and processes needed to obtain, develop,
maintain, and improve a product or service mix in response to market
opportunities
Performance
Element
Position company to acquire desired business image.
Performance
Indicator
Describe factors used by businesses to position corporate brands (PM:207)
Level
Specialist
SCANS
Information 5-8; Systems 15; Basic Skills 1-2, 5-6; Thinking Skills 7-8, 12
21st Century
Skills
Critical Thinking and Problem Solving Skills 1; Communication and
Collaboration 1
Objectives
a.
b.
c.
d.
e.
f.
Performance
Activity
Define the following terms: brand identity, values, brand cues, brand
personality, touch points, brand promise, and corporate brands.
Describe the elements that make up a corporate brand’s identity.
Explain the use of values in corporate brand development.
Discuss the significance of a corporate brand’s personality.
Describe the use of corporate brand touch points.
Distinguish between corporate and distributor brands.
Obtain materials for students to develop posters. Tell students to select a
brand name and to identify the characteristics that make it an effective
corporate brand name. Ask them to prepare visuals featuring symbols,
names, and characters associated with the product/service’s brand identity.
Explain that they should add to the visual by featuring its corporate brand
values, brand personality, and touch points. Have students discuss their
visuals with a classmate.
Resources
Textbooks
Boone, G., & Kurtz, D.L. (2009). Contemporary marketing 2009 (pp. 380383). Mason, OH: South-Western Cengage Learning.
Burrow, J.L. (2006). Marketing (2nd ed.) [pp. 84, 170-178, 226]. Mason, OH:
Thomson/South-Western.
Clark, B., Sobel, J., & Basteri, C.G. (2010). Marketing dynamics: Teacher’s
edition (2nd ed.) [pp. 265-270]. Tinley Park, IL: Goodheart-Willcox
Company, Inc.
Etzel, M.J., Walker, B.J., & Stanton, W.J. (2007). Marketing (14th ed.) [pp.142,
145, 157-159, 259-260, 320]. Boston: McGraw-Hill/Irwin.
Farese, L. S., Kimbrell, G., & Woloszyk, C. A. (2009). Marketing essentials
(pp. 530, 534-535, 656-659). Woodland Hills, CA: Glencoe/McGraw-Hill.
Kotler, P., & Armstrong, G. (2008). Principles of marketing (12th ed.) [pp. 48,
50, 185,196, 203-210, 238-239, 374-375]. Upper Saddle River, NJ:
Prentice-Hall.
Majumbar, R. (2008). Product management in India (3rd ed.) [pp. 83-86]. New
Delhi: Prentice-Hall of India.
Perreault, W. D., Cannon, J. P., & McCarthy, E. J. (2008). Basic marketing: A
marketing strategy planning approach (16th ed.) [p. 254]. Boston:
McGraw-Hill/Irwin.
Marketing Applications Course Guide
© 2012, MBA Research and Curriculum Center®
Section 5
Software/
Online
Planning Guide Sheets
Page 5-76
Bloise, J.D. (n.d.). Successful brand development. Retrieved May 26, 2011,
from http://www.powerhomebiz.com/vol102/brand.htm
Brand Strategy Insider. (n.d.). Brand positioning and the consumer mind.
Retrieved May 26, 2011, from
http://www.brandingstrategyinsider.com/2010/04/brand-positioning-andthe-consumer-mind.html
Brand Strategy Insider. (2009, February 8). Brand positioning basics.
Retrieved May 26, 2011, from
http://www.brandingstrategyinsider.com/2009/02/brand-positioningbasics.html
Dorreststeijn, T. (n.d.). Creating a brand personality. Retrieved May 26, 2011,
from http://visual-branding.com/eight-outlines/creating-a-brandpersonality/
George, R. (2000-2011). Tapping into brand touchpoints. Retrieved May 26,
2011, from http://www.marketingprofs.com/3/george2.asp
Gilda, G. (n.d.) Product and brand positioning. Retrieved May 26, 2011, from
http://www.slideshare.net/gilda_girish/product-brand-positioning
Glatstein, S. (2011). 5 steps to brand building: Touchpoints are key to building
a strong brand. Retrieved May 26, 2011, from
http://sbinfocanada.about.com/od/marketing/a/brandbuildingsg.htm
Jones, J. (2011). Build a brand identity—5 key elements. Retrieved May 26,
2011, from http://ezinearticles.com/?Build-a-Brand-Identity---5-KeyElements&id=704234
Levis, D. (2009). Product positioning. Retrieved May 26, 2011, from
http://www.businessarticles.org/product-positioning.htm
Ola, A. (2011). Tips for making product positioning. Retrieved May 26, 2011,
from http://ezinearticles.com/?Tips-For-Making-Product-Positioning&id=3877047 May 26, 2011, from
http://www.jpec.org/handouts/jpec35.pdf
Robertson, B. (2005, May). 10 rules of product positioning. Retrieved May 26,
2011, from http://www.scribd.com/doc/6485136/Ten-Rules-of-ProductPositioning
Salerno, J. (2011). Corporate branding—Recipe for a successful business.
Retrieved May 26, 2011, from http://ezinearticles.com/?CorporateBranding---Recipe-For-A-Successful-Business&id=836060
Schweitzer, G. (2010, February 19). Brand positioning taps into consumer
emotions. Retrieved May 26, 2011, from
http://www.thefreelibrary.com/Brand+Positioning+Taps+into+Consumer+
Emotions-a01074052309
Tallent, B. (2008). How to do a product positioning exercise. Retrieved May
26, 2011, from http://www.infrasystems.com/product-positioning.html
Marketing Applications Course Guide
© 2012, MBA Research and Curriculum Center®
Section 5
Planning Guide Sheets
Page 5-77
Knowledge/
Skill
Statement
Understands the concepts and processes needed to identify, select, monitor,
and evaluate sales channels
Performance
Element
Manage channel activities to minimize costs and to determine distribution
strategies.
Performance
Indicator
Coordinate channel management with other marketing activities (CM:007)
Level
Specialist
SCANS
Resources 3; Information 5-8; Systems 15; Basic Skills 1-3,5-6; Thinking
Skills 9,12
21st Century
Skills
Critical Thinking & Problem Solving 3; Social & Cross-Cultural Skills 1,2
Objectives
a. Explain the importance of coordinating channel management with other
marketing activities.
b. Identify ways that computers are helping to coordinate channel
management with other marketing activities.
c. Describe aspects of channel management that should be coordinated
with other marketing activities.
d. Explain procedures for coordinating channel management with other
marketing activities.
e. Demonstrate procedures for coordinating channel management with
other marketing activities.
Performance
Activity
Give students a list of upcoming activities at a school-based enterprise, and
ask them to determine what channel management activities will occur and
how those activities relate to other marketing activities. Have students discuss
their responses with the class.
Resources
Textbooks
Boone, G., & Kurtz, D.L. (2009). Contemporary marketing 2009 (pp. 48-49,
423-424, 430-431). Mason, OH: South-Western Cengage Learning.
Burrow, J.L. (2006). Marketing (2nd ed.) [p. 103-104, 227, 368-369]. Mason,
OH: Thomson/South-Western.
Clark, B., Sobel, J., & Basteri, C.G. (2010). Marketing dynamics: Teacher’s
edition (2nd ed.) [p. 48]. Tinley Park, IL: Goodheart-Willcox Company,
Inc..
Etzel, M.J., Walker, B.J., & Stanton, W.J. (2007). Marketing (14th ed.) [pp. 10,
16, 223, 328, 401, 477, 613].Boston: McGraw-Hill/Irwin
Farese, L. S., Kimbrell, G., & Woloszyk, C. A. (2009). Marketing essentials
(pp. 16-19). Woodland Hills, CA: Glencoe/McGraw-Hill.
Software/
Online
BizHelp24.com. (2009, August 22). Place and product in a marketing plan.
Retrieved May 24, 2011, from http://www.bizhelp24.com/marketing/placeand-product-in-a-marketing-plan.html
Lake, L. (2011). Developing your marketing mix. Retrieved May 24, 2011,
Marketing Applications Course Guide
© 2012, MBA Research and Curriculum Center®
Section 5
Planning Guide Sheets
Page 5-78
from
http://marketing.about.com/od/marketingplanandstrategy/a/marketingmix.
htm
tutor2u. (n.d.). Distribution channels. Retrieved May 24, 2011, from
http://tutor2u.net/business/marketing/distribution_introduction.asp
NetMBA.com (2002-2010). The marketing mix. Retrieved May 24, 2011, from
http://www.netmba.com/marketing/mix/
tutor2u. (n.d.). Distribution—introduction. Retrieved May 24, 2011, from
http://tutor2u.net/business/marketing/distribution_introduction.asp
Marketing Applications Course Guide
© 2012, MBA Research and Curriculum Center®
Section 5
Planning Guide Sheets
Page 5-79
Knowledge/
Skill
Statement
Understands the concepts and processes needed to identify, select, monitor,
and evaluate sales channels
Performance
Element
Manage channel activities to minimize costs and to determine distribution
strategies.
Performance
Indicator
Explain the nature of channel-member relationships (CM:008)
Level
Specialist
SCANS
Resources 3; Information 5-8; Interpersonal 13; Systems 15; Basic Skills
1-3,5-6; Thinking Skills 9,12; Personal Qualities 17
21st Century
Skills
Critical Thinking & Problem Solving 3; Social & Cross-Cultural Skills 1,2
Objectives
a.
b.
c.
d.
e.
Performance
Activity
Create two-person teams, and have them create two examples each of
horizontal and vertical channel conflict. Have the teams share their examples
with another team of students, asking them to determine whether the
examples represent horizontal or vertical conflict and to identify ways to
resolve the conflicts.
Define the terms horizontal conflict and vertical conflict.
Describe the bases of power within a distribution channel.
Explain channel leadership.
Explain types of channel conflict.
Describe ways to achieve channel cooperation.
Resources
Textbooks
Boone, G., & Kurtz, D.L. (2009). Contemporary marketing 2009 (pp. 426428). Mason, OH: South-Western Cengage Learning.
Burrow, J.L. (2006). Marketing (2nd ed.) [pp. 352-353]. Mason, OH:
Thomson/South-Western.
Etzel, M.J., Walker, B.J., & Stanton, W.J. (2007). Marketing (14th ed.) [pp.
395-401].Boston: McGraw-Hill/Irwin
Kotler, P., & Armstrong, G. (2008). Principles of marketing (12th ed.) [pp. 338339, 344-347]. Upper Saddle River, NJ: Prentice-Hall.
Rosenbloom, B. (2004). Marketing channels: A management view (7th ed.)
[pp. 111-126, 272-276, 414-415]. Mason, OH: South-Western.
Perreault, W. D., Cannon, J. P., & McCarthy, E. J. (2008). Basic marketing: A
marketing strategy planning approach (16th ed.) [pp. 298-301]. Boston:
McGraw-Hill/Irwin.
Soloman, M. R., Marshall, G. W., & Stuart, E. W. (2008). Marketing: Real
people, real choices (5th ed.) [pp. 488-489]. Upper Saddle River, NJ:
Pearson Prentice Hall.
Software/
Online
Distribution—channel conflict. (n.d.). Retrieved May 24, 2011, from
http://faculty.msb.edu/homak/HomaHelpSite/webhelp/Distribution__Channel_Conflict.htm
KnowThis.com. (1998-2011). Relationship issues in channels. Retrieved May
24, 2011, from http://www.knowthis.com/principles-of-marketingMarketing Applications Course Guide
© 2012, MBA Research and Curriculum Center®
Section 5
Planning Guide Sheets
Page 5-80
tutorials/distribution-decisions/relationship-issues-in-channels/
Kollmann, T., & Hasel, M. (n.d.). Cross-channel cooperation: a collaborative
approach of integrating online and offline business models. Retrieved
May 24, 2011, from
http://subs.emis.de/LNI/Proceedings/Proceedings92/gi-proc-092-004.pdf
Morettini, P. (2006, October 21). Distribution channel conflict. Retrieved May
24, 2011, from http://www.articlesbase.com/managementarticles/distribution-channel-conflict-65624.html
SlideShare. (n.d.). Marketing channels and supply chain management.
Retrieved May 24, 2011, from
http://www.slideshare.net/Annie05/marketing-channels-presentation
Marketing Applications Course Guide
© 2012, MBA Research and Curriculum Center®
Section 5
Planning Guide Sheets
Page 5-81
Knowledge/
Skill
Statement
Understands the concepts and actions needed to determine client needs and
wants and respond through planned, personalized communication that
influences purchase decisions and enhances future business opportunities
Performance
Element
Understand sales processes and techniques to enhance customer
relationships and to increase the likelihood of making sales.
Performance
Indicator
Discuss motivational theories that impact buying behavior (SE:359)
Level
Specialist
SCANS
Information 5, Systems 15, Basic Skills 1
21st Century
Skills
Critical Thinking & Problem Solving 1,2,3,5
Objectives
a.
b.
c.
d.
e.
f.
g.
h.
i.
j.
k.
Performance
Activity
Define the terms motivation, valence, perceived probability
Explain reward-measurement theory (i.e., motivation equals the benefits
of buying).
Describe types of internal and external rewards that motivate buyers.
Explain why the two dimensions of valence (the importance or value) of
the reward and perceived probability need to be considered in riskmeasurement theory.
Describe how salespeople can apply the reward-measurement theory to
motivate customers.
Discuss behavior choice theory (i.e., the motivation is the situation).
Explain the choice process customers use to decide how they will buy
(i.e., identify situation [self-orientation or company-orientation], evaluate
personal relevance, evaluate alternative actions and requirements, and
choose behavior strategy).
Distinguish between offensive and defensive behavior strategies (i.e.,
offensive strategies maximize gain, while defensive strategies minimize
loss).
Describe role theory (i.e., the motivation is the norms or expectations).
Explain buying determinant theory (i.e., variety of factors motivate
customers—individual factors, organizational factors, market factors, and
environmental factors).
Discuss how Maslow’s hierarchy of needs can be used to understand
customer motivation when buying.
Ask students to interview customers at a car dealership to find out what
motivated the customers to want to buy a car. Tell them to record their
findings and to determine what motivational theory applies to the situation.
Have students submit their findings to you.
Resources
Textbooks
Boone, G., & Kurtz, D.L. (2009). Contemporary marketing 2009 (pp. 158-159,
165-170). Mason, OH: South-Western Cengage Learning.
Burrow, J.L. (2006). Marketing (2nd ed.) [pp. 147-151]. Mason, OH:
Thomson/South-Western.
Clark, B., Sobel, J., & Basteri, C.G. (2010). Marketing dynamics: Teacher’s
edition (2nd ed.) [pp. 205-212]. Tinley Park, IL: Goodheart-Willcox
Company, Inc.
Marketing Applications Course Guide
© 2012, MBA Research and Curriculum Center®
Section 5
Planning Guide Sheets
Page 5-82
Daft, R.L., & Marcic, D. (2009). Understanding management: Instructor’s
edition (6th ed.) [pp. 448-460]. Mason, OH: South-Western Cengage
Learning.
DuBrin, A. (2009). Essentials of management: Instructor’s edition (8th ed.) [pp.
370-401]. Mason, OH: South-Western Cengage Learning.
Etzel, M.J., Walker, B.J., & Stanton, W.J. (2007). Marketing (14th ed.) [pp.
100-108].Boston: McGraw-Hill/Irwin.
Farese, L. S., Kimbrell, G., & Woloszyk, C. A. (2009). Marketing essentials (p.
263). Woodland Hills, CA: Glencoe/McGraw-Hill.
Manning, G.L.; Reece, B.L.; & Ahearne, M. (2010). Selling today: Creating
customer value (11th ed.) [pp. 170-175]. Upper Saddle River, NJ:
Prentice Hall.
Software/
Online
ARUP Laboratories. (n.d.). Progressive sales skills: Understanding buyer
behavior. Retrieved May 26, 2011, from
http://www.aruplab.com/Education/resources/training_pdfs/progressive_
salesskills.pdf
Consumer behavior. (2009, September 12). Retrieved May 26, 2011, from
http://www.scribd.com/doc/19670242/57362-61010-ConsumerBehavior?secret_password=&autodown=pdf
Holma, A. (n.d.). Adapting to changing buying behavior—a challenge for
relationship management. Retrieved May 26, 2011, from
http://www.wbiconpro.com/11-Anne-Finland.pdf
Nikitina, A. (2007). What are 7 psychological triggers that make people buy?
Retrieved May 26, 2011, from
http://www.icbs.com/Kb/marketing/kb_marketing-what-are-7psychological-triggers.htm
Perner, L. (1999-2010). Consumer behavior: The psychology of marketing.
Retrieved May 26, 2011, from http://www.consumerpsychologist.com/
Raamakant S. (2006, July 30). How to make people buy using motivational
triggers. Retrieved May 26, 2011, from http://www.selfseo.com/story18494.php
tutor2u.net. (n.d.). Buyer behavior: Decision-making process. Retrieved May
26, 2011, from
http://tutor2u.net/business/marketing/buying_decision_process.asp
Marketing Applications Course Guide
© 2012, MBA Research and Curriculum Center®
Section 5
Planning Guide Sheets
Page 5-83
Knowledge/
Skill
Statement
Understands the concepts and actions needed to determine client needs and
wants and respond through planned, personalized communication that
influences purchase decisions and enhances future business opportunities
Performance
Element
Perform pre-sales activities to facilitate sales presentation.
Performance
Indicator
Prospect for customers (SE:001) (SUPPLEMENTAL)
Level
Specialist
SCANS
Information 5-8; Systems 15; Basic Skills 1-2,5-6; Thinking Skills 7,12;
Personal Qualities 15
21st Century
Skills
Information Literacy 1; Communication & Collaboration 1
Objectives
a. Define the following terms: prospect, prospecting, lead, referral, endless
chain, center of influence, bird dogs, cold calls.
b. Identify sources of prospects.
c. Explain which salespeople should prospect.
d. Describe how prospecting can help salespeople.
e. Discuss why prospecting should be a continuous process.
f. Describe methods of prospecting.
g. Explain how to construct a prospect list.
h. Describe how to use a prospect list.
i. Explain the importance of maintaining accurate prospect lists.
j. Demonstrate procedures for prospecting for customers.
Performance
Activity
Identify a fund-raising activity conducted in your community. Tell students to identify
prospects to target for the activity’s sales campaign. Team up students in groups of
three to discuss factors that they would consider in targeting the prospects, the
prospecting methods they would use, and their prospecting goals. Have each group
present its ideas to another group of students in the class. As a larger group, ask
students to select what they consider the best prospecting method identified in their
group. Call on a group representative to present the group’s idea to the class.
OR . . .
Rather than doing the prior activity, you could implement project Sell Away.
This ongoing activity gives students an opportunity to pull together the various
aspects of the sales process throughout the performance indicators in selling.
Create teams of two students each, and give each student a copy of the
handout entitled Sell Away found on page 5-86. Tell students that each team
is to select one of the products listed at the top of the Sell Away handout.
Point out that the activity is divided into rounds, specifically rounds 1-17. That
means that there are 17 different components to the activity that will occur
over a period of time. Therefore, tell students to keep the handout so that they
can refer back to it as the project unfolds.
Ask students to implement Rounds 1-3 following your instruction about
prospecting. (Rounds 1 and 2 are review from the previous marketing
course.)
Marketing Applications Course Guide
© 2012, MBA Research and Curriculum Center®
Section 5
Planning Guide Sheets
Page 5-84
Resources
Textbooks
Boone, G., & Kurtz, D.L. (2009). Contemporary marketing 2009 (pp. 573574). Mason, OH: South-Western Cengage Learning.
Burrow, J.L. (2006). Marketing (2nd ed.) [pp. 461-463]. Mason, OH:
Thomson/South-Western.
Clark, B., Sobel, J., & Basteri, C.G. (2010). Marketing dynamics: Teacher’s
edition (2nd ed.) [pp. 577-578]. Tinley Park, IL: Goodheart-Willcox
Company, Inc.
Etzel, M.J., Walker, B.J., & Stanton, W.J. (2007). Marketing (14th ed.) [p.
507].Boston: McGraw-Hill/Irwin.
Farese, L. S., Kimbrell, G., & Woloszyk, C. A. (2009). Marketing essentials
(pp. 268-269). Woodland Hills, CA: Glencoe/McGraw-Hill.
Futrell, C. M. (2006) Fundamentals of selling: Customers for life through
service (9th ed.) [pp. 225, 227-239]. New York: McGraw-Hill/Irwin.
Ingram, T.N, LaForge, R.W., Avila, R.A., Schwepker, C.H., & Williams, M.R.
(2008). Professional selling: A trust-based approach (4th ed.) [pp. 139146]. Mason, OH: South-Western Cengage Learning.
Johnston, M.W., & Marshall, G.W. (2009). Sales force management (9th ed.)
[pp. 51-53]. New York: McGraw-Hill Irwin
Manning, G.L., Reece, B.L., & Ahearne, M. (2010). Selling today: Creating
customer value (11th ed.) [pp. 181-183]. Upper Saddle River, NJ: Prentice
Hall.
Spiro, R.L., Rich, G.A., & Stanton, W.J. (2008). Management of a sales force
(12th ed.) [pp. 66-67]. New York, McGraw-Hill Irwin.
Weitz, B.A., Castleberry, S.B., & Tanner, J.F. (2004). Selling: Building
partnerships (5th ed.) [pp. 178-198]. Boston: Irwin/McGraw-Hill.
Software/
Online
Boe, J. (n.d.). 6 powerful prospecting strategies. Retrieved May 26, 2011,
from http://www.powerhomebiz.com/vol80/prospecting.htm
The Center of your success in prospecting. (n.d.). Retrieved May 29, 2011,
from http://www.financecome.com/html/Sales/The-Center-of-YourSuccess-in-Prospecting.html
ChangingMinds.org. (2011). Prospecting: Articles. Retrieved May 26, 2011,
from
http://changingminds.org/disciplines/sales/prospecting/prospecting.htm
Frumenti, P. (2010, May 18). How to develop your center of influence.
Retrieved May 29, 2011, from
http://performnowcoaching.com/2010/05/how-to-develop-your-center-ofinfluence/
Jimenez, W. (2011). Regularly prospecting sales leads - Its importance.
Retrieved May 26, 2011, from http://ezinearticles.com/?Regularly-Prospecting-Sales-Leads---Its-Importance&id=1481837
Martin, R., McMahon, M., & Jolly, S. (n.d.). Top ten prospecting tools.
Retrieved May 26, 2011, from
http://www.slideshare.net/dreamforce2006/top-ten-prospecting-tools
Scott, M. (2008, February 18). The importance of referrals. Retrieved May 26,
2011, from http://www.askemergent.com/the-importance-of-referrals
Synergia Business Presentations. (n.d.). Prospecting for clients. Retrieved
May 26, 2011, from http://www.slideshare.net/dgwilwayco/prospectingfor-clients
Toskala, T. (2011). Sales prospecting to get more sales appointments without
cold calling. Retrieved May 26, 2011, from
http://ezinearticles.com/?Sales-Prospecting-To-Get-More-Sales-Appointments-Without-Cold-Calling&id=255528
Marketing Applications Course Guide
© 2012, MBA Research and Curriculum Center®
Section 5
Planning Guide Sheets
Zahorsky, D. (2011). Myths of sales prospecting: What your sales mentor
never told you. Retrieved May 26, 2011, from
http://sbinformation.about.com/cs/sales/a/prospect.htm
Marketing Applications Course Guide
© 2012, MBA Research and Curriculum Center®
Page 5-85
Section 5
Sell Away
Page 5-86
Work with your teammate to select one of the following products to sell:
iPad
iPhone
Blackberry
Laptop computer
Wii console and games
Gas motored scooter
Wireless reading device (e.g., Kindle)
GPS car navigation system
Car
Round 1:
Obtain product knowledge of the selected product, and develop a feature-benefit chart for the product.
Round 2:
Identify two potential target markets for the selected product, and determine what would motivate those
target markets to buy the product. Keep in mind that different markets often have different motivations for
buying the same product. Write a description of each target market, and submit them to your teacher.
Round 3:
Identify ways to prospect for and access those target markets.
Round 4:
Identify which team member will represent each target market. The other student will assume the role of a
customer in that target market. You are free to decide who you are within that target market.
Take turns qualifying the customer for the sale by creating skits depicting both target market situations.
Team up with two other teams who are selling different products, and perform the skits. Obtain feedback
from the other students in your larger group on how well your team handled qualifying customers. Watch
the skits of the other two teams in the larger group, and provide feedback to each of them.
Round 5:
Choose a business that you want to sell the selected product to. Conduct pre-visit research on the
business: what products does the business sell, who are the customer’s major competitors, what products
do the competitors offer, what feedback can you find from customers who have used the business’s
products. Record the team’s findings. Beside each item listed, identify a way that a salesperson could use
that information in a sales presentation.
Round 6:
Work with your original team member to arrange an appointment to discuss how the selected product would
benefit her/him.
Round 7:
Prepare for your sales presentation to the target market represented by your original team member.
Determine how you plan to establish rapport with the customer, how you will determine the customer’s
needs and motives, what you will say during the sales talk and how you can incorporate the feature-benefit
chart information into the sales talk, how you will close, and what suggestions you could make of additional
items to sell the customer. Record your ideas.
Round 8:
Use a presentation software package to support your sales talk.
Round 9:
Select a specific customer personality to use during the sales presentation when you are the customer. Do
not share that decision with your teammate.
Review the customer personality types and decide how you will modify your presentation to fit the
customer’s personality.
Marketing Applications Course Guide
© 2012, MBA Research and Curriculum Center®
Section 5
Sell Away
Page 5-87
Round 10:
As the customer, select your buying motive. Do not share that information with your teammate.
Round 11:
As the customer, determine what buying decisions you have made. Do not share that information with your
teammate.
Round 12:
Given the selected product, work individually to determine what probing questions you as the salesperson
can use to assess the customer’s needs. Record these questions, and submit them to your teacher.
Round 13:
Write a script for the product’s product demonstration. Submit the script to your teacher.
Round 14:
Write a script depicting how you plan to close the sale.
Round 15:
Determine how you could negotiate sales terms with the customer to make the sale a win-win for both
parties. Record your ideas.
Round 16:
Put all of your ideas to work by implementing the selling process. Sell your product to your teammate.
Obtain feedback from your teammate. Switch roles so that you are now the customer. Provide feedback to
your teammate.
Round 17:
Team up with one other team that is selling the same product. Sell your product to the entire group,
modifying your sales techniques for the situation. Obtain feedback from the group. Switch roles to be the
customer, and provide feedback to the salesperson.
Marketing Applications Course Guide
© 2012, MBA Research and Curriculum Center®
Section 5
Planning Guide Sheets
Page 5-88
Knowledge/
Skill
Statement
Understands the concepts and actions needed to determine client needs and
wants and respond through planned, personalized communication that
influences purchase decisions and enhances future business opportunities
Performance
Element
Perform pre-sales activities to facilitate sales presentation.
Performance
Indicator
Qualify customers/clients (SE:400) (SUPPLEMENTAL)
Level
Specialist
SCANS
Information 5; Interpersonal 11,14; Systems 15; Basic Skills 5-6
21st Century
Skills
Information Literacy 1; Communication & Collaboration 1
Objectives
a.
b.
c.
d.
e.
f.
g.
h.
Performance
Activity
Explain why salespeople need to qualify their prospects.
Discuss reasons that some salespeople fail to qualify prospects.
Identify the criteria that prospects need to meet in order to be qualified
(i.e., need the product, means and willingness to buy, has the authority
to buy).
Discuss steps a salesperson can take to qualify prospects prior to
meeting with them.
Explain how to qualify a prospect’s need for a product.
Describe how to qualify a prospect’s means and willingness to buy a
product (e.g., budget, time to meet with salesperson, timing of sale, point
in making buying decision).
Discuss how to qualify a prospect’s authority to buy a product.
Demonstrate how to qualify a prospect.
Ask students to implement Round 4 identified on the handout on page 5-86.
Resources
Textbooks
Boone, G., & Kurtz, D.L. (2009). Contemporary marketing 2009 (p. 574).
Mason, OH: South-Western Cengage Learning.
Burrow, J.L. (2006). Marketing (2nd ed.) [p. 463]. Mason, OH:
Thomson/South-Western.
Etzel, M.J., Walker, B.J., & Stanton, W.J. (2007). Marketing (14th ed.) [pp.
507-508].Boston: McGraw-Hill/Irwin.
Farese, L. S., Kimbrell, G., & Woloszyk, C. A. (2009). Marketing essentials
(pp. 269-270). Woodland Hills, CA: Glencoe/McGraw-Hill.
Futrell, C. M. (2006) Fundamentals of selling: Customers for life through
service (9th ed.) [p. 227]. New York: McGraw-Hill/Irwin.
Ingram, T.N, LaForge, R.W., Avila, R.A., Schwepker, C.H., & Williams, M.R.
(2008). Professional selling: A trust-based approach (4th ed.) [p. 142].
Mason, OH: South-Western Cengage Learning.
Johnston, M.W., & Marshall, G.W. (2009). Sales force management (9th ed.)
[p. 53]. New York: McGraw-Hill Irwin
Manning, G.L., Reece, B.L., & Ahearne, M. (2010). Selling today: Creating
customer value (11th ed.) [pp. 181-183]. Upper Saddle River, NJ: Prentice
Hall.
Marketing Applications Course Guide
© 2012, MBA Research and Curriculum Center®
Section 5
Planning Guide Sheets
Page 5-89
Spiro, R.L., Rich, G.A., & Stanton, W.J. (2008). Management of a sales force
(12th ed.) [pp. 68-69]. New York, McGraw-Hill Irwin.
Weitz, B.A., Castleberry, S.B., & Tanner, J.F. (2004). Selling: Building
partnerships (5th ed.) [pp. 198-201]. Boston: Irwin/McGraw-Hill.
Software/
Online
AllBusiness.com (1998-2007). How to qualify sales prospects. Retrieved May
26, 2011, from http://smallbusiness.att.yahoo.com/r-article-a-1609-m-6sc-39-how_to_qualify_sales_prospects-i
Cherry, P. (2004-2011). Qualifying a potential sales prospect. Retrieved May
26, 2011, from http://www.pbresults.com/sales-article/qualifyingpotential-sales-prospect.html
Cole, T. (n.d.). Stop quoting and start qualifying. Retrieved May 26, 2011,
from http://www.salesresources.com/articles/article.cfm?ID=1458
DIRJournal Web Directory. (2007, August 3). How to qualify sales leads and
prospects. Retrieved May 26, 2011, from
http://www.dirjournal.com/guides/how-to-qualify-sales-leads-prospects/
Rawtiz, J. (2007, February 20). How to qualify a sales prospect. Retrieved
May 26, 2011, from
http://www.nyreport.com/index.cfm?fuseaction=Feature.showFeature&F
eatureID=431
Robertson, K. (2011). Qualifying—the critical selling skill: Learn about your
prospect to make the sale. Retrieved May 26, 2011, from
http://sbinfocanada.about.com/cs/marketing/qt/qualifyingkr.htm
Stowe, T. (2011). 7 reasons why you must zealously qualify prospects.
Retrieved May 26, 2011, from
http://www.salesgravy.com/Articles/productivity/7-reasons-why-youmust-zealously-qualify-prospects.html
Marketing Applications Course Guide
© 2012, MBA Research and Curriculum Center®
Section 5
Planning Guide Sheets
Page 5-90
Knowledge/
Skill
Statement
Understands the concepts and actions needed to determine client needs and
wants and respond through planned, personalized communication that
influences purchase decisions and enhances future business opportunities
Performance
Element
Perform pre-sales activities to facilitate sales presentation.
Performance
Indicator
Conduct pre-visit research (e.g., customer’s markets/products, customer’s
competitors, and competitors’ offerings) (SE:369) (SUPPLEMENTAL)
Level
Specialist
SCANS
Information 5-6,8; Systems 15; Basic Skills 1-2,5-6
21st Century
Skills
Information Literacy 1
Objectives
a.
b.
c.
d.
e.
Performance
Activity
Explain why salespeople should conduct pre-visit research.
Identify factors about a prospect that are useful in sales situations.
Identify sources that provide company information that can be useful in
sales situations.
Describe how to use collected pre-visit research during a sale.
Demonstrate how to conduct pre-visit research.
Have students implement Round 5 on the handout on page 5-86.
Resources
Textbooks
Boone, G., & Kurtz, D.L. (2009). Contemporary marketing 2009 (p. 573).
Mason, OH: South-Western Cengage Learning.
Etzel, M.J., Walker, B.J., & Stanton, W.J. (2007). Marketing (14th ed.) [p.
509].Boston: McGraw-Hill/Irwin.
Farese, L. S., Kimbrell, G., & Woloszyk, C. A. (2009). Marketing essentials
(pp. 265, 279). Woodland Hills, CA: Glencoe/McGraw-Hill.
Ingram, T.N, LaForge, R.W., Avila, R.A., Schwepker, C.H., & Williams, M.R.
(2008). Professional selling: A trust-based approach (4th ed.) [pp.147152]. Mason, OH: South-Western Cengage Learning.
Manning, G.L., Reece, B.L., & Ahearne, M. (2010). Selling today: Creating
customer value (11th ed.) [pp. 194-197]. Upper Saddle River, NJ: Prentice
Hall.
Spiro, R.L., Rich, G.A., & Stanton, W.J. (2008). Management of a sales force
(12th ed.) [pp. 69-70]. New York, McGraw-Hill Irwin.
Weitz, B.A., Castleberry, S.B., & Tanner, J.F. (2004). Selling: Building
partnerships (5th ed.) [pp. 210-218]. Boston: Irwin/McGraw-Hill.
Software/
Online
Brooks, B. (n.d.). The power of pre-call planning. Retrieved May 26, 2011,
from http://www.soho.org/Start_Up_Articles/Pre-Call_Planning.htm
BusinessWise. (2011). How pre-call planning invites trust. Retrieved May 26,
2011, from http://www.businesswise.com/white-papers/How-Pre-CallPlanning-Invites-Trust/
Donato, M. (2009, February 9). Smart management: Pre-call planning for
success. Retrieved May 29, 2011, from
http://www.salesandmarketing.com/article/smart-management-pre-callplanning-success
Marketing Applications Course Guide
© 2012, MBA Research and Curriculum Center®
Section 5
Planning Guide Sheets
Page 5-91
Hoovers. (2004). How to convert prospects to sales faster with pre-call
planning. Retrieved May 26, 2011, from
http://www.whitepapercompany.com/pdfs/Appum-Hoovers.pdf
Kasper, T. (2009, October 15). Pre-call planning in a Sales 2.0 world.
Retrieved May 26, 2011, from
http://www.precallpro.com/blog/bid/21329/Pre-call-Planning-in-a-Sales-20-World
McCormick, B. (2011). Back to basics: Why pre-call planning is critical today.
Retrieved May 26, 2011, from
http://www.salestrainingandresults.com/sales-training-newslettersarticles/pre-call-sales-planning.html
SalesHQ. (n.d.). 25 tactical questions for pre-call planning. Retrieved May 29,
2011, from
http://www.smarteruniversity.com/sta/articleref/coldcall/coldcall94.asp
SALESMARKS.COM. (2007-2011). Sales research (pre-call planning).
Retrieved May 26, 2011, from http://salesmarks.com/archives/salesresearch-pre-call-planning/
The Next Level Sales Consulting. (n.d.). Sales tools: Pre-call planning/initial
visit. Retrieved May 26, 2011, from
http://www.nextlevelsalesconsulting.com/sales-insights/free-salestips/pre-call-planning-intial-visit.php
Marketing Applications Course Guide
© 2012, MBA Research and Curriculum Center®
Section 5
Planning Guide Sheets
Page 5-92
Knowledge/
Skill
Statement
Understands the concepts and actions needed to determine client needs and
wants and respond through planned, personalized communication that
influences purchase decisions and enhances future business opportunities
Performance
Element
Perform pre-sales activities to facilitate sales presentation.
Performance
Indicator
Book appointments with prospective clients (SE:366) (SUPPLEMENTAL)
Level
Specialist
SCANS
Information 5-6; Interpersonal 11,14; Systems 15; Basic Skills 1-2,5-6;
Personal Qualities 15
21st Century
Skills
Information Literacy 1; Communication & Collaboration 1; Productivity &
Accountability 1
Objectives
a.
b.
c.
d.
e.
f.
g.
Performance
Activity
Explain benefits associated with booking appointments with prospective
clients.
Discuss the importance of the introduction when calling to set up a sales
appointment.
Describe what to include in the introduction when calling to set up a
sales appointment.
Explain factors that influence what to say when calling to set up a sales
appointment.
Identify barriers encountered when attempting to book appointments with
prospective clients.
Explain how voice mail can be helpful in getting an appointment with a
customer.
Demonstrate how to book appointments with prospective clients.
Have students implement Round 6 shown on the handout on page 5-86.
Resources
Textbooks
Farese, L. S., Kimbrell, G., & Woloszyk, C. A. (2009). Marketing essentials (p.
279). Woodland Hills, CA: Glencoe/McGraw-Hill.
Futrell, C. M. (2006) Fundamentals of selling: Customers for life through
service (9th ed.) [pp. 242-244]. New York: McGraw-Hill/Irwin.
Ingram, T.N, LaForge, R.W., Avila, R.A., Schwepker, C.H., & Williams, M.R.
(2008). Professional selling: A trust-based approach (4th ed.) [pp. 173,
175, 176]. Mason, OH: South-Western Cengage Learning.
Manning, G.L., Reece, B.L., & Ahearne, M. (2010). Selling today: Creating
customer value (11th ed.) [pp. 218-221, 227-228]. Upper Saddle River,
NJ: Prentice Hall.
Spiro, R.L., Rich, G.A., & Stanton, W.J. (2008). Management of a sales force
(12th ed.) [pp. 70-71]. New York, McGraw-Hill Irwin.
Weitz, B.A., Castleberry, S.B., & Tanner, J.F. (2004). Selling: Building
partnerships (5th ed.) [pp. 223-231]. Boston: Irwin/McGraw-Hill.
Marketing Applications Course Guide
© 2012, MBA Research and Curriculum Center®
Section 5
Software/
Online
Planning Guide Sheets
Page 5-93
Ashforth, P. (2011). 15 Tips to making more telephone appointments, more
often. Retrieved May 26, 2011, from http://ezinearticles.com/?15-Tips-toMaking-More-Telephone-Appointments,-More-Often&id=69758
BizHelp24.com (2009, August 22). An introduction to making telephone sales
and appointments. Retrieved May 26, 2011, from
http://www.bizhelp24.com/marketing/an-introduction-to-makingtelephone-sales-appointments.html#
Chanimal. (1996-2004). Setting appointments. Retrieved May 26, 2011, from
http://www.chanimal.com/html/setting_appointments.html
Craine, S. (2008, November 28). How to make sales appointments with
proven cold calling techniques. Retrieved May 26, 2011, from
http://www.americanchronicle.com/articles/view/83160
Gitomer, J. (2003). Can’t get an appointment? Try harder, try smarter.
Retrieved May 26, 2011, from http://www.kevinhogan.com/gitappt.htm
Hull, B. (n.d.). Setting appointments, Part 1. Retrieved May 26, 2011, from
http://salesmarks.com/archives/setting-appointments/
James, C. (2007, February 19). Getting the appointment (part 1). Retrieved
May 26, 2011, from
http://www.eyesonsales.com/content/article/getting_the_appointment_pa
rt_1/
James, C. (2007, March 20). Getting the appointment (part 2)—Building the
case for a meeting. Retrieved May 26, 2011, from
http://www.eyesonsales.com/content/article/getting_the_appointment_pa
rt_2_building_the_case_for_a_meeting
James, C. (2007, April 12). Getting the appointment (part 3) – Scheduling the
meeting. Retrieved May 26, 2011, from
http://www.eyesonsales.com/content/article/getting_the_appointment_pa
rt_3_scheduling_the_meeting/
Shanto, T. (n.d.). 6 ways to get more sales appointments. Retrieved May 26,
2011, from http://salesmarks.com/wp-content/uploads/2009/11/6-Waysto-Get-More-Appointments-Web.pdf
Shanto, T. (2007-2011). Using voice mail to get appointments. Retrieved May
26, 2011, from http://salesmarks.com/archives/using-voice-mail-to-getappointments/
The Chartered Institute of Marketing. (n.d). Target the right people in an
organisation: Get the appointment. Retrieved May 26, 2011, from
http://www.businesslink.gov.uk/bdotg/action/detail?itemId=1073790668&
type=RESOURCES
Marketing Applications Course Guide
© 2012, MBA Research and Curriculum Center®
Section 5
Planning Guide Sheets
Page 5-94
Knowledge/
Skill
Statement
Understands the concepts and actions needed to determine client needs and
wants and respond through planned, personalized communication that
influences purchase decisions and enhances future business opportunities
Performance
Element
Perform pre-sales activities to facilitate sales presentation.
Performance
Indicator
Prepare sales presentation (SE:067) (SUPPLEMENTAL)
Level
Specialist
SCANS
Information 5-8; Systems 15; Basic Skills 1-2, 5-6; Thinking Skills 7-8
21st Century
Skills
Information Literacy 1; Communication & Collaboration 1; Critical Thinking &
Problem Solving 1,2,5
Objectives
a. Identify reasons for preparing for a sales presentation.
b. Identify factors about the customer/client/fan that should be determined
prior to making a sales presentation.
c. Describe preparation needed for sales presentations.
d. Identify factors that affect the preparation needed for sales presentations.
e. Describe ways to prepare for a sales presentation.
f. Create a tentative sales presentation.
g. Explain how to ask for a sales-presentation appointment.
h. Demonstrate procedures for preparing for a sales presentation.
Performance
Activity
Give students the following options, and tell them to each select one of the
sales scenarios and to determine the preparation that they should do for it:
 Selling ad space in a sport/event program
 Soliciting sponsorships for a new arts event
 Obtaining celebrity endorsements of a product
 Selling season tickets to the symphony
When students are finished, group students based on their choice of scenario
(i.e., students who chose the same scenario are in the same group). Tell the
groups to discuss their preparation ideas. Ask the groups to create a master
list of the best ideas identified in the group. Call on a group representative to
present the group’s master list to the class.
OR . . .
Implement Round 7 shown on the handout on page 5-86.
Resources
Textbooks
Boone, G., & Kurtz, D.L. (2009). Contemporary marketing 2009 (p. 575).
Mason, OH: South-Western Cengage Learning.
Clark, B., Sobel, J., & Basteri, C.G. (2010). Marketing dynamics: Teacher’s
edition (2nd ed.) [pp. 588, 592-593]. Tinley Park, IL: Goodheart-Willcox
Company, Inc. Etzel, M.J., Walker, B.J., & Stanton, W.J. (2007).
Marketing (14th ed.) [p. 509].Boston: McGraw-Hill/Irwin.
Farese, L. S., Kimbrell, G., & Woloszyk, C. A. (2009). Marketing essentials
(pp. 297-300). Woodland Hills, CA: Glencoe/McGraw-Hill.
Futrell, C. M. (2006) Fundamentals of selling: Customers for life through
Marketing Applications Course Guide
© 2012, MBA Research and Curriculum Center®
Section 5
Planning Guide Sheets
Page 5-95
service (9th ed.) [pp. 255-268]. New York: McGraw-Hill/Irwin.
Ingram, T.N, LaForge, R.W., Avila, R.A., Schwepker, C.H., & Williams, M.R.
(2008). Professional selling: A trust-based approach (4th ed.) [pp. 159177, 184-188]. Mason, OH: South-Western Cengage Learning.
Johnston, M.W., & Marshall, G.W. (2009). Sales force management (9th ed.)
[pp. 53-54]. New York: McGraw-Hill Irwin
Manning, G.L., Reece, B.L., & Ahearne, M. (2010). Selling today: Creating
customer value (11th ed.) [pp. 16, 210-216, 223-227]. Upper Saddle
River, NJ: Prentice Hall.
Spiro, R.L., Rich, G.A., & Stanton, W.J. (2008). Management of a sales force
(12th ed.) [pp. 70-75]. New York, McGraw-Hill Irwin.
Weitz, B.A., Castleberry, S.B., & Tanner, J.F. (2004). Selling: Building
partnerships (5th ed.) [pp. 218-223, 360]. Boston: Irwin/McGraw-Hill.
Software/
Online
AllBusiness.com. (1999-2011). The keys to great sales presentations.
Retrieved May 26, 2011, from http://www.allbusiness.com/sales/sellingtechniques/809-1.html
D’Ambra, J. (2011). How to prepare a sales presentation that leads to closes:
A preliminary guide. Retrieved May 26, 2011, from
http://basicsofsales.com/JoesBlog/blog1.php/2009/08/03/preliminarysteps-to-preparing-your-sale
Conroy, K. (n.d.). How to create and give a sales presentation. Retrieved May
26, 2011, from
http://www.esmalloffice.com/SBR_template.cfm?DocNumber=PL12_390
0.htm
Gaebler Ventures. (2001-2011). Effective sales presentations: Prepare sales
presentations that work. Retrieved May 26, 2011, from
http://www.gaebler.com/Sales-Presentations.htm
Gargaro, D. (2011). Effective sales presentation techniques. Retrieved May
26, 2011, from http://ezinearticles.com/?Effective-Sales-Presentation-Techniques&id=2457043
Gordon, A. (2011). How to match the sales presentation to the customer: An
overview. Retrieved May 26, 2011, from http://ezinearticles.com/?How-To-Match-The-Sales-Presentation-To-The-Customer:-An-Overview&id=393185
Nielson, B. (2011). Creating an effective sales presentation. Retrieved May
26, 2011, from http://ezinearticles.com/?Creating-an-Effective-Sales-Presentation&id=2038527
Robertson, K. (2011). Creating a powerful sales presentation. Retrieved May
26, 2011, from http://www.businessknowhow.com/marketing/salespresentation.htm
Marketing Applications Course Guide
© 2012, MBA Research and Curriculum Center®
Section 5
Planning Guide Sheets
Page 5-96
Knowledge/
Skill
Statement
Understands the concepts and actions needed to determine client needs and
wants and respond through planned, personalized communication that
influences purchase decisions and enhances future business opportunities
Performance
Element
Perform pre-sales activities to facilitate sales presentation.
Performance
Indicator
Create a presentation software package to support sales presentation
(SE:119) (SUPPLEMENTAL)
Level
Specialist
SCANS
Information 5-8; Systems 15; Technology 18-19; Basic Skills 1-2,5-6; Thinking
Skills 7,12
21st Century
Skills
Information Literacy 1; Communication & Collaboration 1; ICT Literacy 1
Objectives
a. Identify characteristics of effective software sales presentations.
b. Discuss purposes of using presentation software packages to support
sales presentations.
c. Describe ways that salespeople can use presentation software packages
to support sales presentations.
d. Explain how salespeople can use online sales presentations.
e. Demonstrate procedures for creating a software presentation to support
sales presentations.
Performance
Activity
Explain to students that they are to imagine that they are campaigning for a
position as an office holder in your school or classroom, and they are to sell
their ability to do a good job by creating a campaign presentation using an
available presentation software package. Encourage them to be creative with
the presentation by importing pictures and/or including music in the
presentation. Have students present their presentations to a group of four
other students, getting feedback from the group following the presentation.
OR . . .
Implement Round 8 shown on the handout on page 5-86.
Resources
Textbooks
Boone, G., & Kurtz, D.L. (2009). Contemporary marketing 2009 (p. 575).
Mason, OH: South-Western Cengage Learning.
Bovée, C. L. & Thill, J.V. (2008). Business communication today (9th ed.) [pp.
20, 48, 100-102, 524, 526-543]. Upper Saddle River, NJ: Pearson
Prentice Hall.
Farese, L. S., Kimbrell, G., & Woloszyk, C. A. (2009). Marketing essentials
(pp. 201-202, 204). Woodland Hills, CA: Glencoe/McGraw-Hill.
Ingram, T.N, LaForge, R.W., Avila, R.A., Schwepker, C.H., & Williams, M.R.
(2008). Professional selling: A trust-based approach (4th ed.) [pp. 197].
Mason, OH: South-Western Cengage Learning.
Manning, G.L., Reece, B.L., & Ahearne, M. (2010). Selling today: Creating
customer value (11th ed.) [pp. 272-273, 274]. Upper Saddle River, NJ:
Prentice Hall.
Marketing Applications Course Guide
© 2012, MBA Research and Curriculum Center®
Section 5
Planning Guide Sheets
Page 5-97
Spiro, R.L., Rich, G.A., & Stanton, W.J. (2008). Management of a sales force
(12th ed.) [p. 74]. New York, McGraw-Hill Irwin.
Weitz, B.A., Castleberry, S.B., & Tanner, J.F. (2004). Selling: Building
partnerships (5th ed.) [pp. 285-287]. Boston: Irwin/McGraw-Hill.
Software/
Online
Douglas, B. (2011). Make a strong sales presentation. Retrieved May 26,
2011, from http://office.microsoft.com/en-us/powerpoint-help/make-astrong-sales-presentation-HA001140523.aspx
eHow.com. (2011). How to structure a presentation. Retrieved May 26, 2011,
from http://www.ehow.com/how_5110810_structure-presentation.html
Root, G. (n.d.). PowerPoint sales presentation tips. Retrieved May 26, 2011,
from http://www.ehow.com/way_5798583_powerpoint-salespresentation-tips.html
Russell, K. (2009, February 24). Critical do’s and don’ts for effective
multimedia presentations. Retrieved May 26, 2011, from
http://www.associatedcontent.com/article/1495572/critical_dos_and_dont
s_for_effective.html?cat=35
Russell, W. (2011). 10 tips for creating successful business presentations.
Retrieved May 26, 2011, from
http://presentationsoft.about.com/od/powerpointinbusiness/tp/bus_pres_t
ips.htm
Splane, M. (2006). PowerPoint presentation advice. Retrieved May 26, 2011,
from http://www.cob.sjsu.edu/splane_m/presentationtips.htm
WebTrain. (2011). Share PowerPoint presentations online. Retrieved May 26,
2011, from http://www.webtrain.com/powerpoint-sales-presentation.asp
Marketing Applications Course Guide
© 2012, MBA Research and Curriculum Center®
Section 5
Planning Guide Sheets
Page 5-98
Knowledge/
Skill
Statement
Understands the concepts and actions needed to determine client needs and
wants and respond through planned, personalized communication that
influences purchase decisions and enhances future business opportunities
Performance
Element
Employ sales processes and techniques to enhance customer relationships
and to increase the likelihood of making sales.
Performance
Indicator
Address needs of individual personalities (SE:810, SE LAP 112)
Level
Specialist
SCANS
Information 5-8; Interpersonal 11; Systems 15; Basic Skills 1-2,5-6; Thinking
Skills 7,12; Personal Qualities 15
21st Century
Skills
Social & Cross-Cultural Skills 1; Critical Thinking & Problem Solving 1,2
Objectives
a. Explain why salespeople should be able to recognize types of customer
personalities.
b. Explain the importance of acting appropriately for different customer
personality types.
c. Identify types of customer personalities.
d. Describe the characteristics of decisive personalities.
e. Describe the characteristics of impulsive personalities.
f. Describe the characteristics of fact-finder personalities.
g. Describe the characteristics of practical or frugal personalities.
h. Describe the characteristics of informed personalities.
i. Describe the characteristics of difficult personalities.
j. Describe actions to take in handling each type of customer personality.
k. Discuss guidelines for handling all personality types.
l. Handle difficult types of customer personalities.
Performance
Activity
Tell students to keep a record of the types of customer personalities
encountered in a local business or in a school-based enterprise. Tell them to
record the actions that they took in dealing with the each customer. Divide the
class into small groups of three or four students each, and have students
discuss their actions with the group.
OR . . .
Implement Round 9 shown on the handout on page 5-86.
Resources
LAP
Marketing Education Resource Center (2008). Typecasting [LAP: SE-112].
Columbus, OH: Author.
Marketing Education Resource Center (2008).Typecasting: Instructor copy
[LAP: SE-112]. Columbus, OH: Author.
Textbooks
Dunne, P., Lusch, R., & Griffith, D. (2002). Retailing (4th ed.) [pp. 472, 474]
Mason, OH: South-Western.
Futrell, C. M. (2006) Fundamentals of selling: Customers for life through
service (9th ed.) [pp. 125-128]. New York: McGraw-Hill/Irwin.
Marketing Applications Course Guide
© 2012, MBA Research and Curriculum Center®
Section 5
Planning Guide Sheets
Page 5-99
Ingram, T.N, LaForge, R.W., Avila, R.A., Schwepker, C.H., & Williams, M.R.
(2008). Professional selling: A trust-based approach (4th ed.) [p. 9].
Mason, OH: South-Western Cengage Learning.
Kotler, P., & Armstrong, G. (2008). Principles of marketing (12th ed.) [pp. 2425, 144-145]. Upper Saddle River, NJ: Prentice-Hall.
Manning, G.L., Reece, B.L., & Ahearne, M. (2010). Selling today: Creating
customer value (11th ed.) [pp. 74-91]. Upper Saddle River, NJ: Prentice
Hall.
Workbooks
Rokes, B. (2002). Customer service: Business 2000 (pp. 84-85). Mason, OH:
South-Western.
Software/
Online
Alessandra, T. (n.d.). Matching your selling style to your customer’s buying
style. Retrieved May 29, 2011, from
http://www.assessmentbusinesscenter.com/media/articles/article_matchi
ng_selling_style.pdf
BusinessKnowledgeSource.com (2003-2010). How to understand the
different personality types of your customers. Retrieved May 26, 2011,
from
http://www.businessknowledgesource.com/blog/how_to_understand_the
_different_personality_types_of_your_customers_024273.html
James, N. (2011). Handling difficult customers— 8 strategies. Retrieved May
26, 2011, from http://ezinearticles.com/?Handling-Difficult-Customers---8-Strategies&id=20132
Marketing Education Resource Center (2010). Typecasting [LAP: SE-112—
Presentation Software]. Columbus, OH: Author.
Rao, V. (2003). Knowing your customers: Closing the sale. Retrieved May 26,
2011, from http://www.workhomecareer.com/waharticle7.htm
SlideShare. (n.d.). Selling to personality types: Customer’s personality types.
Retrieved May 26, 2011, from http://www.slideshare.net/samw53/sellingto-personality-types-presentation
Stone, R. A. (2011). Identifying your customers personality type. Retrieved
May 26, 2011, from http://ezinearticles.com/?Identifying-Your-Customers-Personality-Type&id=3942700
Swearingen, C. (2008-2010). Customer personality types. Retrieved May 26,
2011, from http://www.small-biz-marketing-tips.com/customerpersonality-types.html
Marketing Applications Course Guide
© 2012, MBA Research and Curriculum Center®
Section 5
Planning Guide Sheets
Page 5-100
Knowledge/
Skill
Statement
Understands the concepts and actions needed to determine client needs and
wants and respond through planned, personalized communication that
influences purchase decisions and enhances future business opportunities
Performance
Element
Employ sales processes and techniques to enhance customer relationships
and to increase the likelihood of making sales.
Performance
Indicator
Determine customer’s buying motives for use in selling (SE:883, SE LAP 109)
Level
Specialist
SCANS
Information 5-8; Interpersonal 11; Systems 15; Basic Skills 1-2,5-6; Thinking
Skills 7,12; Personal Qualities 15
21st Century
Skills
Social & Cross-Cultural Skills 1; Critical Thinking & Problem Solving 1,2
Objectives
a. Define the terms buying motive, emotional motives, rational motives and
patronage motives.
b. Describe reasons that salespeople should understand customers' needs
and wants.
c. Identify reasons that customers buy.
d. Classify buying motives as emotional, rational or patronage.
e. Describe techniques for identifying buying motives.
f. Demonstrate procedures for identifying customer buying motives for use
in selling.
Performance
Activity
Arrange for students to participate in a role-play situation to determine a
customer’s buying motives and to use those motives in a sales situation.
Provide feedback on the performances.
OR . . .
Implement Round 10 shown on the handout on page 5-87.
Resources
LAP
Marketing Education Resource Center (2007). What’s the motive? [LAP: SE109]. Columbus, OH: Author.
Marketing Education Resource Center (2007). What’s the motive?: Instructor
copy [LAP: SE-109]. Columbus, OH: Author.
Textbooks
Clark, B., Sobel, J., & Basteri, C.G. (2010). Marketing dynamics: Teacher’s
edition (2nd ed.) [p.166]. Tinley Park, IL: Goodheart-Willcox Company,
Inc.
Burrow, J.L. (2006). Marketing (2nd ed.) [pp. 150-151]. Mason, OH:
Thomson/South-Western.
Cengage Learning.
Clark, B., Sobel, J., & Basteri, C.G. (2010). Marketing dynamics: Teacher’s
edition (2nd ed.) [pp. 206-208]. Tinley Park, IL: Goodheart-Willcox
Company, Inc.
Etzel, M.J., Walker, B.J., & Stanton, W.J. (2007). Marketing (14th ed.) [pp.
100-101, 130].Boston: McGraw-Hill/Irwin.
Marketing Applications Course Guide
© 2012, MBA Research and Curriculum Center®
Section 5
Planning Guide Sheets
Page 5-101
Farese, L. S., Kimbrell, G., & Woloszyk, C. A. (2009). Marketing essentials (p.
263). Woodland Hills, CA: Glencoe/McGraw-Hill.
Ingram, T.N, LaForge, R.W., Avila, R.A., Schwepker, C.H., & Williams, M.R.
(2008). Professional selling: A trust-based approach (4th ed.) [p. 172].
Mason, OH: South-Western Cengage Learning.
Manning, G.L., Reece, B.L., & Ahearne, M. (2010). Selling today: Creating
customer value (11th ed.) [pp. 173-175]. Upper Saddle River, NJ:
Prentice Hall.
Weitz, B.A., Castleberry, S.B., & Tanner, J.F. (2004). Selling: Building
partnerships (5th ed.) [p. 98]. Boston: Irwin/McGraw-Hill.
Software/
Online
Bharwanda, C. (2010, February 26). Buying motives—do you know why they
buy? Retrieved May 26, 2011, from
http://loyaltyandcustomers.com/2010/02/buying-motives/
Brough, A. (2011). The power of the dominant buying motive. Retrieved May
26, 2011, from http://ezinearticles.com/?The-Power-of-the-Dominant-Buying-Motive&id=2310909
Canelli, R. (2011). Why people buy made easy - buying motives. Retrieved
May 26, 2011, from http://ezinearticles.com/?Why-People-Buy-Made-Easy---Buying-Motives&id=3308331
Gautam, K. (2010, March 21). Buying motives. Retrieved May 26, 2011, from
http://marketstudying.blogspot.com/2010/03/buying-motives.html
Marketing Education Resource Center (2007). What’s the motive? [LAP: SE109—Presentation Software]. Columbus, OH: Author.
Open Learning World. (1999-2010). Meaning of buying motives. Retrieved
May 26, 2011, from
http://www.openlearningworld.com/olw/courses/books/Consumer%20Be
haviour%20and%20Motivation/Consumer%20Behavior%20and%20Moti
vation/Meaning%20of%20Buying%20Motives.html
SlideShare. (n.d.). Sales call. Retrieved May 26, 2011, from
http://www.slideshare.net/one_three_only/sales-call-presentation
Vower, D. (2010, March 2). Give your customers the most compelling reasons
to buy now! Retrieved May 29, 2011, from http://ezinearticles.com/?GiveYour-Customers-the-Most-Compelling-Reasons-to-BuyNow!&id=3853196
Marketing Applications Course Guide
© 2012, MBA Research and Curriculum Center®
Section 5
Planning Guide Sheets
Page 5-102
Knowledge/
Skill
Statement
Understands the concepts and actions needed to determine client needs and
wants and respond through planned, personalized communication that
influences purchase decisions and enhances future business opportunities
Performance
Element
Employ sales processes and techniques to enhance customer relationships
and to increase the likelihood of making sales.
Performance
Indicator
Facilitate customer/client buying decisions (SE:811, SE LAP 108)
Level
Specialist
SCANS
Information 5-8; Interpersonal 11; Systems 15; Basic Skills 1-2,5-6; Thinking
Skills 7,12; Personal Qualities 15
21st Century
Skills
Social & Cross-Cultural Skills 1; Critical Thinking & Problem Solving 1,2
Objectives
a. Define the following terms: buying decision, need decision, product
decision, place decision, price decision and time decision.
b. Identify types of buying decisions.
c. Identify factors affecting place decisions.
d. Cite factors affecting price decisions.
e. List factors affecting time decisions.
f. Explain the importance of salespeople's helping customers to make
buying decisions.
g. Describe guidelines to follow in order to facilitate customers’ buying
decisions.
h. Assist customer in reaching favorable buying decisions.
Performance
Activity
Tell students to observe a salesperson to find out how the person determines
what buying decisions customers have made. Ask them to record the actions
that the salesperson takes and the questions the salesperson asks to obtain
this information. Have them evaluate the salesperson’s effectiveness. Team
up students in pairs, and have them explain to their teammate what they
would have done differently.
OR . . .
Implement Round 11 shown on the handout on page 5-87.
Resources
LAP
Marketing Education Resource Center (2008). Decisions, decisions, decisions
[LAP: SE-108]. Columbus, OH: Author.
Marketing Education Resource Center (2008). Decisions, decisions,
decisions: Instructor copy [LAP: SE-108]. Columbus, OH: Author.
Textbooks
Boone, L. E. & Kurtz, D.L. (2006). Contemporary marketing (pp. 175-179).
Mason, OH: Thomson South-Western.
Burrow, J.L. (2006). Marketing (2nd ed.) [pp. 152-157]. Mason, OH:
Thomson/South-Western.
Clark, B., Sobel, J., & Basteri C.G. (2010). Marketing dynamics: Teacher’s
edition (2nd ed.) [pp. 579, 588-589, 593]. Tinley Park, IL: GoodheartWillcox.
Marketing Applications Course Guide
© 2012, MBA Research and Curriculum Center®
Section 5
Planning Guide Sheets
Page 5-103
Farese, L. S., Kimbrell, G., & Woloszyk, C. A. (2009). Marketing essentials
(pp. 263-265). Woodland Hills, CA: Glencoe/McGraw-Hill.
Futrell, C. M. (2006) Fundamentals of selling: Customers for life through
service (9th ed.) [pp. 130-133]. New York: McGraw-Hill/Irwin.
Ingram, T.N, LaForge, R.W., Avila, R.A., Schwepker, C.H., & Williams, M.R.
(2008). Professional selling: A trust-based approach (4th ed.) [pp. 76-79,
107-108, 116]. Mason, OH: South-Western Cengage Learning.
Manning, G.L., Reece, B.L., & Ahearne, M. (2010). Selling today: Creating
customer value (11th ed.) [pp. 164-166]. Upper Saddle River, NJ: Prentice
Hall.
McCalla, P. (2005). Retailing (pp. 138, 240, 244). Woodland Hills CA:
Glencoe/McGraw-Hill.
Software/
Online
Acevedo, L. (n.d.). Consumer buying decision process. Retrieved May 26,
2011, from http://www.ehow.com/how-does_5438201_consumer-buyingdecision-process.html
Chen, J. (n.d.). Chapter 4: Consumer buying behavior and decision making.
Retrieved May 26, 2011, from
http://www.slideshare.net/Annie05/consumer-buying-behavior-anddecision-making-presentation
Knowledge@Wharton. (2009, September 17). Time vs. money: Which rules
buying decisions? Retrieved May 26, 2011, from
http://www.forbes.com/2009/09/17/time-money-shopping-entrepreneurssales-marketing-wharton.html
KnowThis.com. (1998-2011). Types of consumer purchase decisions.
Retrieved May 26, 2011, from http://www.knowthis.com/principles-ofmarketing-tutorials/consumer-buying-behavior/types-of-consumerpurchase-decisions/
Marketing Education Resource Center (2008). Decisions, Decisions,
Decisions [LAP: SE-108—Presentation Software]. Columbus, OH:
Author.
Schlackman, S. (2011). Streamlining customer buying decisions. Retrieved
May 26, 2011, from http://www.competitiveexcellence.com/archives/2008/02/01/streamlining-customer-buyingdecisions
Marketing Applications Course Guide
© 2012, MBA Research and Curriculum Center®
Section 5
Planning Guide Sheets
Page 5-104
Knowledge/
Skill
Statement
Understands the concepts and actions needed to determine client needs and
wants and respond through planned, personalized communication that
influences purchase decisions and enhances future business opportunities
Performance
Element
Employ sales processes and techniques to enhance customer relationships
and to increase the likelihood of making sales.
Performance
Indicator
Assess customer/client needs (SE:113)
Level
Specialist
SCANS
Information 5-7; Interpersonal 11; Systems 15; Basic Skills 1-2,5-6; Thinking
Skills 7,12; Personal Qualities 15
21st Century
Skills
Creativity & Innovation 2,3; Communication & Collaboration 1; Critical
Thinking & Problem Solving 1,5
Objectives
a. Define the following terms: probing, information-gathering probes,
opinion-gathering probes, and confirming probes.
b. Distinguish between probing and questioning.
c. Describe reasons for probing.
d. Explain benefits of probing to assess customer/client needs.
e. Identify probing techniques.
f. Explain guidelines for assessing customer/client needs.
g. Demonstrate procedures for assessing customer/client needs.
Performance
Activity
Create a series of sales situations that you can give students, and make
copies of the situations—one per student. Divide the class into small groups
of four students each, and tell students that they are to identify ways to
acquire information about customer needs for the sales situations. Have
groups brainstorm ideas for how the information could be acquired and
accessed. Have the groups present their ideas to the class. Keep the sales
situations for use in a later activity.
OR . . .
Implement Round 12 shown on the handout on page 5-87.
Resources
Textbooks
Clark, B., Sobel, J., & Basteri C.G. (2010). Marketing dynamics: Teacher’s
edition (2nd ed.) [pp. 581-583]. Tinley Park, IL: Goodheart-Willcox.
Farese, L. S., Kimbrell, G., & Woloszyk, C. A. (2009). Marketing essentials
(pp. 284-287). Woodland Hills, CA: Glencoe/McGraw-Hill.
Futrell, C. M. (2006) Fundamentals of selling: Customers for life through
service (9th ed.) [pp. 161, 324-327, 412-413]. New York: McGrawHill/Irwin.
Ingram, T.N, LaForge, R.W., Avila, R.A., Schwepker, C.H., & Williams, M.R.
(2008). Professional selling: A trust-based approach (4th ed.) [pp. 107116]. Mason, OH: South-Western Cengage Learning.
Manning, G.L., Reece, B.L., & Ahearne, M. (2010). Selling today: Creating
customer value (11th ed.) [pp. 237-242]. Upper Saddle River, NJ: Prentice
Hall.
Marketing Applications Course Guide
© 2012, MBA Research and Curriculum Center®
Section 5
Planning Guide Sheets
Page 5-105
McCalla, P. (2005). Retailing (p. 229). Woodland Hills CA: Glencoe/McGrawHill.
Weitz, B.A., Castleberry, S.B., & Tanner, J.F. (2004). Selling: Building
partnerships (5th ed.) [pp. 129-131, 248-255, 323-334]. Boston:
Irwin/McGraw-Hill.
Software/
Online
Anderson, S. (n.d.). The open-ended question crisis. Retrieved May 26, 2011,
from
http://www.sellingtoconsumers.com/art_the_open_ended_question_crisi
s.htm
Conners, J. (2011). Probe before you sell. Retrieved May 26, 2011, from
http://ezinearticles.com/?Probe-Before-You-Sell&id=58875
Cherry, P. (n.d.). Probing sales questions to ask your prospects. Retrieved
May 26, 2011, from http://salesmarks.com/archives/probing-salesquestions-to-ask-your-prospects/
Craine, S. (2011). Sales questioning techniques and how to use them to close
a sale. Retrieved May 26, 2011, from http://ezinearticles.com/?Sales-Questioning-Techniques-and-How-to-Use-Them-to-Close-a-Sale&id=1601646
Farrington, J. (2008, February 1). How to uncover needs painlessly using the
funnel technique. Retrieved May 26, 2011, from
http://www.eyesonsales.com/content/article/how_to_uncover_needs_pai
nlessly_using_the_funnel_technique/
Khera Communications. (2009, March 3). Identifying customer needs: Key
questions to ask for more sales. Retrieved May 29, 2011, from
http://www.morebusiness.com/running_your_business/businessbits/More
-Sales.brc
Meisenheimer, J. (2011). How to use open-ended questions to win more
sales. Retrieved May 26, 2011, from http://ezinearticles.com/?How-To-Use-Open-Ended-Questions-To-Win-More-Sales&id=1043871
MindTools.com. (1995-2011). Questioning techniques: Asking questions
effectively. Retrieved May 26, 2011, from
http://www.mindtools.com/pages/article/newTMC_88.htm
Reed, R. (2009). Sales questions to ask prospects to build trust. Retrieved
May 29, 2011, from http://www.havetrustselling.com/sales-questions/
Seaward, S. (2009).The importance and role of good questioning techniques.
Retrieved May 26, 2011, from http://www.articlesbase.com/customerservice-articles/the-importance-and-role-of-good-questioning-techniques798680.html
Smock, M. (n.d.). 8 key questions to ask in every sales situation. Retrieved
May 26, 2011, from http://www.woopidoo.com/articles/ms2-sales.htm
Stowe, T. (2005, October 6). A simple sales strategy: Ask questions!
Retrieved May 26, 2011, from http://searchwarp.com/swa20000.htm
Thomas, J. (2007, November 7). The power of questions in the sales process.
Retrieved May 26, 2011, from
http://clubindustry.com/stepbystep/sales/questions-sales-process/
Marketing Applications Course Guide
© 2012, MBA Research and Curriculum Center®
Section 5
Planning Guide Sheets
Page 5-106
Knowledge/
Skill
Statement
Understands the concepts and actions needed to determine client needs and
wants and respond through planned, personalized communication that
influences purchase decisions and enhances future business opportunities
Performance
Element
Employ sales processes and techniques to enhance customer relationships
and to increase the likelihood of making sales.
Performance
Indicator
Demonstrate product (SE:893, SE LAP 103)
Level
Specialist
SCANS
Information 5-8; Interpersonal 11; Systems 15; Basic Skills 1-2,5-6; Thinking
Skills 7,12; Personal Qualities 15,17
21st Century
Skills
Communication & Collaboration 1; Critical Thinking & Problem Solving 1,4
Objectives
a. Define the following terms: sales talk and product demonstration.
b. Explain the importance of an effective product demonstration.
c. Describe guidelines to follow in selecting a product to demonstrate to a
customer.
d. Explain guidelines to use in demonstrating products.
e. Demonstrate a product.
Performance
Activity
Make copies of a checklist for product demonstrations found on page 5-108—
one per student. Ask students to determine what product they would like to
demonstrate. Have them conduct product demonstrations for another student
who will use the checklist to assess the other student’s product
demonstration. When each student finishes the demonstration, have the pair
of students discuss the strengths and weaknesses of the demonstrations.
OR . . .
Implement Round 13 shown on the handout on page 5-87.
Resources
LAP
Textbooks
MBAResearch and Curriculum Center (2012). Product demonstration [LAP:
SE-103]. Columbus, OH: Author. [Available Winter 2012]
MBAResearch and Curriculum Center (2012). Product demonstration:
Instructor copy [LAP: SE-103]. Columbus, OH: Author. [Available Winter
2012]
Boone, G., & Kurtz, D.L. (2009). Contemporary marketing 2009 (pp. 575576). Mason, OH: South-Western Cengage Learning.
Burrow, J.L. (2006). Marketing (2nd ed.) [pp. 469-470]. Mason, OH:
Thomson/South-Western.
Clark, B., Sobel, J., & Basteri, C.G. (2010). Marketing dynamics: Teacher’s
edition (2nd ed.) [p. 594]. Tinley Park, IL: Goodheart-Willcox Company,
Inc. Farese, L. S., Kimbrell, G., & Woloszyk, C. A. (2009). Marketing
essentials (pp. 295-300). Woodland Hills, CA: Glencoe/McGraw-Hill.
Futrell, C. M. (2006) Fundamentals of selling: Customers for life through
service (9th ed.) [pp. 232, 356-359]. New York: McGraw-Hill/Irwin.
Marketing Applications Course Guide
© 2012, MBA Research and Curriculum Center®
Section 5
Planning Guide Sheets
Page 5-107
Ingram, T.N, LaForge, R.W., Avila, R.A., Schwepker, C.H., & Williams, M.R.
(2008). Professional selling: A trust-based approach (4th ed.) [p. 195].
Mason, OH: South-Western Cengage Learning.
Manning, G.L., Reece, B.L., & Ahearne, M. (2010). Selling today: Creating
customer value (11th ed.) [pp. 261-269.]. Upper Saddle River, NJ:
Prentice Hall.
MBAResearch and Curriculum Center (2012). Product demonstration [LAP:
SE-103—Presentation Software]. Columbus, OH: Author. (Available
Winter 2012)
McCalla, P. (2005). Retailing (pp. 229-230). Woodland Hills CA:
Glencoe/McGraw-Hill.
Weitz, B.A., Castleberry, S.B., & Tanner, J.F. (2004). Selling: Building
partnerships (5th ed.) [pp. 289-292]. Boston: Irwin/McGraw-Hill.
Software/
Online
Becker, E. (n.d.). Top 5 demo mistakes & successes. Retrieved May 26,
2011, from
http://www.speechimprovement.com/pages/demo_mistakes.php
Bobber, J. (2010, February 25). Online sales presentations - Effectively
selling value on Web demonstrations. Retrieved May 26, 2011, from
http://ezinearticles.com/?Online-Sales-Presentations---Effectively-SellingValue-on-Web-Demonstrations&id=3830683
Cahn, J. (2011). 7 tips to killer sales & demo presentations. Retrieved May
26, 2011, from http://ezinearticles.com/?7-Tips-to-Killer-Sales-and-DemoPresentations&id=1041706
CommLab. (2011). Key elements for an effective product demonstration.
Retrieved May 26, 2011, from http://www.slideshare.net/CommLab/keyelements-for-an-effective-product-demonstration
EDTM. (n.d.). 4 Steps to close more sales—Step 3: Demonstration. Retrieved
May 26, 2011, from http://www.edtm.com/sales_demonstration.htm
eHow.com. (n.d.). How to demonstrate a product to new customers.
Retrieved May 26, 2011, from
http://www.ehow.com/how_4662944_demonstrate-product-newcustomers.html
SALESMARKS.com. (2007-2011). 21 powerful product demo and sales
presentation tips. Retrieved May 26, 2011, from
http://salesmarks.com/archives/21-powerful-product-demo-and-salespresentation-tips/
Marketing Applications Course Guide
© 2012, MBA Research and Curriculum Center®
Section 5
Product Demonstration Evaluation
Page 5-108
Name of salesperson: _____________________________________________________________________________
Product: ______________________________________________________________________________
The Salesperson:
Excellent
Good
Fair
Poor
1. Handled the product with respect
4
3
2
1
2. Creatively displayed the product
4
3
2
1
3. Questioned the customer to determine the
customer’s interest
4
3
2
1
4. Used dramatic actions
4
3
2
1
5. Showed the product in use
4
3
2
1
6. Involved the customer’s senses
4
3
2
1
7. Used a descriptive, accurate vocabulary
4
3
2
1
8. Showed enthusiasm for the product
4
3
2
1
9. Handled interruptions well
4
3
2
1
10. Used selling aids appropriately and
effectively
4
3
2
1
Total Score
Marketing Applications Course Guide
© 2012, MBA Research and Curriculum Center®
Score
________
Section 5
Planning Guide Sheets
Page 5-109
Knowledge/
Skill
Statement
Understands the concepts and actions needed to determine client needs and
wants and respond through planned, personalized communication that
influences purchase decisions and enhances future business opportunities
Performance
Element
Employ sales processes and techniques to enhance customer relationships
and to increase the likelihood of making sales.
Performance
Indicator
Prescribe solution to customer/client needs (SE:115)
Level
Specialist
SCANS
Information 5-8; Interpersonal 11; Systems 15; Basic Skills 1-2,5-6; Thinking
Skills 7,12; Personal Qualities 15
21st Century
Skills
Creativity & Innovation 1,2,3; Communication & Collaboration 1; Critical
Thinking & Problem Solving
Objectives
a. Discuss the importance of feature-benefit selling.
b. Describe product features that should be considered in preparing to use
feature-benefit selling.
c. Explain the importance of determining which features and benefits appeal
to each customer.
d. Explain the guidelines for prescribing a solution to customer needs.
e. Demonstrate procedures for prescribing solutions to customer needs.
Performance
Activity
Ask students to observe and evaluate a salesperson’s ability to prescribe
solutions to customer needs. Have them record their observations. Divide the
class into groups of four students each to discuss their observations.
Resources
Textbooks
Boone, G., & Kurtz, D.L. (2009). Contemporary marketing 2009 (pp. 574575). Mason, OH: South-Western Cengage Learning.
Burrow, J.L. (2006). Marketing (2nd ed.) [p. 466]. Mason, OH:
Thomson/South-Western.
Clark, B., Sobel, J., & Basteri C.G. (2006). Marketing dynamics: Teacher’s
edition (2nd ed.) [pp. 592-594]. Tinley Park, IL: Goodheart-Willcox.
Farese, L. S., Kimbrell, G., & Woloszyk, C. A. (2009). Marketing essentials
(pp. 261-263). Woodland Hills, CA: Glencoe/McGraw-Hill.
Futrell, C. M. (2006) Fundamentals of selling: Customers for life through
service (9th ed.) [pp. 114-116]. New York: McGraw-Hill/Irwin.
Ingram, T.N, LaForge, R.W., Avila, R.A., Schwepker, C.H., & Williams, M.R.
(2008). Professional selling: A trust-based approach (4th ed.) [pp. 185187, 191-192]. Mason, OH: South-Western Cengage Learning.
Manning, G.L., Reece, B.L., & Ahearne, M. (2010). Selling today: Creating
customer value (11th ed.) [pp.131-133]. Upper Saddle River, NJ: Prentice
Hall.
McCalla, P. (2005). Retailing (pp. 225-226). Woodland Hills CA:
Glencoe/McGraw-Hill.
Weitz, B.A., Castleberry, S.B., & Tanner, J.F. (2004). Selling: Building
partnerships (5th ed.) [pp. 256, 258-259]. Boston: Irwin/McGraw-Hill.
Marketing Applications Course Guide
© 2012, MBA Research and Curriculum Center®
Section 5
Software/
Online
Planning Guide Sheets
Page 5-110
Chance, J. (2011). Are you selling features or benefits? Retrieved May 26,
2011, from http://ezinearticles.com/?Are-You-Selling-Features-or-Benefits?&id=426582
Chua, W. (2009, August 31). Don’t sell features sell benefits! Retrieved May
26, 2011, from http://bb-articles.com/dont-sell-features-sell-benefits
Egelhoff, T. (n.d.). How to sell the benefits of your product or service.
Retrieved May 26, 2011, from
http://www.smalltownmarketing.com/benefits.html
Marketing Magic. (1997-2011). Matching benefits: Selling what your
customers want. Retrieved May 26, 2011, from http://www.marketingmagic.biz/archives/archive-selling/selling-benefits.htm
Toskala, T. (2011). Selling features and benefits - A guide for salespeople.
Retrieved May 26, 2011, from http://ezinearticles.com/?Selling-Features-and-Benefits---A-Guide-For-Salespeople&id=250129
Trnavsky, B. (2007, June 12). Creating feature/benefit statements that work.
Retrieved May 26, 2011, from
http://bmtrnavsky.wordpress.com/2007/06/12/creating-feature-benefitstatements-that-work/
Wilson, O. (n.d.). Sell features, advantages, and benefits. Retrieved May 26,
2011, from http://www.presentationpointers.com/showarticle/articleid/316/
Marketing Applications Course Guide
© 2012, MBA Research and Curriculum Center®
Section 5
Planning Guide Sheets
Page 5-111
Knowledge/
Skill
Statement
Understands the concepts and actions needed to determine client needs and
wants and respond through planned, personalized communication that
influences purchase decisions and enhances future business opportunities
Performance
Element
Employ sales processes and techniques to enhance customer relationships
and to increase the likelihood of making sales.
Performance
Indicator
Convert customer/client objections into selling points (SE:874, SE LAP 100)
Level
Specialist
SCANS
Information 5-7; Interpersonal 11; Systems 15; Basic Skills 1-2,5-6; Thinking
Skills 7,12; Personal Qualities 15
21st Century
Skills
Creativity & Innovation 1,2,3; Communication & Collaboration 1; Critical
Thinking & Problem Solving 1,2,4; Social & Cross-Cultural Skills 1
Objectives
a. Define the following terms: objection, yes, but. . ., toss-it-back, deny it,
point-counterpoint, inquiry, show 'em, testimonial, try it.
b. Distinguish between objections and excuses.
c. Explain the importance of properly converting customer objections into
selling points.
d. Describe reasons that salespeople should be prepared to answer
objections.
e. Classify types of objections.
f. Describe methods of converting objections into selling points.
g. Explain procedures for converting objections into selling points.
h. Demonstrate skill in converting objections into selling points.
Performance
Activity
Ask students to observe and evaluate a local salesperson's ability to convert
objections into selling points using the rating scale found on page 5-113. Tell
students that they need to determine the sales techniques used to convert the
objections and how well the salesperson did in converting the objections to
selling points. Team up students in pairs to discuss their observations and
findings.
Resources
LAP
MBAResearch and Curriculum Center (2012). Convert objections into selling
points [LAP: SE-100]. Columbus, OH: Author. [Available Fall 2011]
MBAResearch and Curriculum Center (2012). Convert objections into selling
points: Instructor copy [LAP: SE-100]. Columbus, OH: Author. [Available
Fall 2011]
Textbooks
Boone, G., & Kurtz, D.L. (2009). Contemporary marketing 2009 (p. 576).
Mason, OH: South-Western Cengage Learning.
Burrow, J.L. (2006). Marketing (2nd ed.) [pp. 470-471]. Mason, OH:
Thomson/South-Western.
Clark, B., Sobel, J., & Basteri C.G. (2010). Marketing dynamics:Teacher’s
edition (2nd ed.) [pp. 595-597]. Tinley Park, IL: Goodheart-Willcox.
Etzel, M.J., Walker, B.J., & Stanton, W.J. (2007). Marketing (14th ed.) [p. 510].
Boston: McGraw-Hill/Irwin.
Farese, L.S., Kimbrell, G., & Woloszyk, C.A. (2009). Marketing essentials (pp.
301-307). Woodland Hills, CA: Glencoe/McGraw-Hill.
Marketing Applications Course Guide
© 2012, MBA Research and Curriculum Center®
Section 5
Planning Guide Sheets
Page 5-112
Futrell, C. M. (2006) Fundamentals of selling: Customers for life through
service (9th ed.) [pp. 375-403]. New York: McGraw-Hill/Irwin.
Ingram, T.N, LaForge, R.W., Avila, R.A., Schwepker, C.H., & Williams, M.R.
(2008). Professional selling: A trust-based approach (4th ed.) [pp. 214222]. Mason, OH: South-Western Cengage Learning.
Manning, G.L., Reece, B.L., & Ahearne, M. (2010). Selling today: Creating
customer value (11th ed.) [pp. 285, 287-295]. Upper Saddle River, NJ:
Prentice Hall.
McCalla, P. (2005). Retailing (p. 230). Woodland Hills CA: Glencoe/McGrawHill.
Weitz, B.A., Castleberry, S.B., & Tanner, J.F. (2004). Selling: Building
partnerships (5th ed.) [pp. 310-344]. Boston: Irwin/McGraw-Hill.
Software/
Online
Breithaupt, T. (2007). Overcoming price objections. Retrieved May 26, 2011,
from http://www.secretsellingtips.com/Articles/PriceObject.htm
Boe, J. (n.d.). Overcome objections and close the sale. Retrieved May 26,
2011, from http://www.powerhomebiz.com/vol86/close.htm
Changingminds.org. (n.d.). Objection-handling: Articles. Retrieved May 26,
2011, from
http://changingminds.org/disciplines/sales/objection/objection_handling.h
tm
Chapin, J. (2008, March 17). Four keys to handling all sales objections.
Retrieved May 26, 2011, from
http://www.completeselling.com/members/completeselling/blog/VIEW/00
000011/00000093/Four-Keys-to-Handling-all-Sales-Objections.html
Jeffrey, B. (2002-2010). The secret to handling objections. Retrieved May 26,
2011, from
http://www.eyesonsales.com/content/article/the_secret_to_handling_obje
ctions/
Lynch, D. (2008, May 18). Ten ways to handle sales objections. Retrieved
May 26, 2011, from http://www.articlesbase.com/marketing-tipsarticles/ten-ways-to-handle-sales-objections-418346.html
MBAResearch and Curriculum Center (2012). Convert objections into selling
points [LAP: SE-100—Presentation Software]. Columbus, OH: Author.
(Available Fall 2011)
Saga, W. (2005, January 13). Handling objections. Retrieved May 26, 2011,
from http://ezinearticles.com/?Handling-Objections&id=9020
Salz, L. (2007, October 3). The secret to overcoming price objection.
Retrieved May 26, 2011, from
http://www.eyesonsales.com/content/article/the_secret_to_overcoming_
price_objection/
Willshare, M. (2010, June 6). Sales tips—overcoming sales objections.
Retrieved May 26, 2011, from http://www.articlesbase.com/salesarticles/sales-tips-overcoming-sales-objections-2555457.html
Yates, M. (2007, March 10). How to handle sales objections. Retrieved May
26, 2011, from http://ezinearticles.com/?How-to-Handle-Sales-Objections&id=483792
Marketing Applications Course Guide
© 2012, MBA Research and Curriculum Center®
Section 5
Converting Objections into Selling Points
The Salesperson:
Page 5-113
Excellent
Good
Fair
Poor
1. Listened carefully to customer objection
4
3
2
1
2. Paused before answering
4
3
2
1
3. Empathized with the customer
4
3
2
1
4. Restated the objection
4
3
2
1
5. Avoided arguing with the customer
4
3
2
1
6. Converted objection into selling point
4
3
2
1
7. Answered objection honestly and continued
selling
4
3
2
1
a. Displayed appropriate attitude
4
3
2
1
b. Let customer talk
4
3
2
1
c.
4
3
2
1
d. Was well prepared for objection
4
3
2
1
e. Gave complete answers to objection
4
3
2
1
4
3
2
1
Score
8. General evaluation
f.
Did not interrupt customer
Showed self-confidence in answering the
customer’s objections
Total Score
Marketing Applications Course Guide
© 2012, MBA Research and Curriculum Center®
________
Section 5
Planning Guide Sheets
Page 5-114
Knowledge/
Skill
Statement
Understands the concepts and actions needed to determine client needs and
wants and respond through planned, personalized communication that
influences purchase decisions and enhances future business opportunities
Performance
Element
Employ sales processes and techniques to enhance customer relationships
and to increase the likelihood of making sales.
Performance
Indicator
Close the sale (SE:895, SE LAP 107)
Level
Specialist
SCANS
Information 5-8; Interpersonal 11; Systems 15; Basic Skills 1-2,5-6; Thinking
Skills 7,12; Personal Qualities 15
21st Century
Skills
Creativity & Innovation 3; Communication & Collaboration 1,3; Critical
Thinking & Problem Solving 1,2; Social & Cross-Cultural Skills 1; Flexibility &
Adaptability 1
Objectives
a.
b.
c.
d.
e.
Performance
Activity
Using the sales situations that you previously developed, ask students to
determine appropriate sales closings for situations. Tell students to classify
the closing techniques for each situation and to discuss their responses with
the class.
Define the term sales close.
List reasons that closing a sale is a courtesy to customers.
Explain the importance of using an appropriate closing technique.
Identify closing techniques.
Describe the following closing techniques: direct, assumption, minorpoints, summary, standing room only, closing on objection, contingent,
contrasting advantages and disadvantages, suggesting ownership,
narrative, related merchandise, bonus, and silence.
f. Classify examples of closing techniques.
g. Describe guidelines for closing sales.
h. Demonstrate how to close a sale.
OR . . .
Implement Round 14 shown on the handout on page 5-87.
Resources
MBAResearch and Curriculum Center (2012). Closing sales [LAP: SE-107].
Columbus, OH: Author. [Available Winter 2012]
MBAResearch and Curriculum Center (2012). Closing sales: Instructor copy
[LAP: SE-107]. Columbus, OH: Author. [Available Winter 2012]
Textbooks
Boone, G., & Kurtz, D.L. (2009). Contemporary marketing 2009 (p. 576).
Mason, OH: South-Western Cengage Learning.
Burrow, J.L. (2006). Marketing (2nd ed.) [pp. 471-472]. Mason, OH:
Thomson/South-Western.
Clark, B., Sobel, J., & Basteri C.G. (2006). Marketing dynamics:Teacher’s
edition (2nd ed.) [pp. 601-606]. Tinley Park, IL: Goodheart-Willcox.
Etzel, M.J., Walker, B.J., & Stanton, W.J. (2007). Marketing (14th ed.) [p.
510].Boston: McGraw-Hill/Irwin.
Marketing Applications Course Guide
© 2012, MBA Research and Curriculum Center®
Section 5
Planning Guide Sheets
Page 5-115
Farese, L. S., Kimbrell, G., & Woloszyk, C. A. (2009). Marketing essentials
(pp. 314-318). Woodland Hills, CA: Glencoe/McGraw-Hill.
Futrell, C. M. (2006) Fundamentals of selling: Customers for life through
service (9th ed.) [pp. 411-434-, 445]. New York: McGraw-Hill/Irwin.
Ingram, T.N, LaForge, R.W., Avila, R.A., Schwepker, C.H., & Williams, M.R.
(2008). Professional selling: A trust-based approach (4th ed.) [pp. 222227]. Mason, OH: South-Western Cengage Learning.
Manning, G.L., Reece, B.L., & Ahearne, M. (2010). Selling today: Creating
customer value (11th ed.) [pp. 302-314]. Upper Saddle River, NJ: Prentice
Hall.
McCalla, P. (2005). Retailing (p. 230). Woodland Hills CA: Glencoe/McGrawHill.
Weitz, B.A., Castleberry, S.B., & Tanner, J.F. (2004). Selling: Building
partnerships (5th ed.) [pp. 342-343, 346-363]. Boston: Irwin/McGraw-Hill.
Software/
Online
AllBusiness.com. (1999-2011). Tips for closing a sale. Retrieved May 26,
2011, from http://www.allbusiness.com/sales/selling-techniques-closingsales/450-1.html
Chanimal. (1996-2004). Closing techniques: Closing the sale. Retrieved May
26, 2011, from http://www.chanimal.com/html/closing_techniques.html
Changingminds.org. (n.d.). Sales closing tips. Retrieved May 26, 2011, from
http://changingminds.org/disciplines/sales/closing/closing_tips.htm
Cole, T. (2008, July 29). Four ‘have to’ strategies for closing sales. Retrieved
May 26, 2011, from http://blog.anthonycoletraining.com/Sales-TrainingSales-Brew/bid/4852/Four-Have-To-Strategies-for-Closing-Sales
Konrath, J. (n.d.). Are you ready for an 80% close rate? Retrieved May 26,
2011, from http://salesmarks.com/archives/are-you-ready-for-an-80close-rate/
MBAResearch and Curriculum Center (2012). Closing sales [LAP: SE-107—
Presentation Software]. Columbus, OH: Author. (Available Winter 2012)
Mortensen, K. (2006, March 29). Closing techniques to make you more
money. Retrieved May 26, 2011, from http://ezinearticles.com/?Closing-Techniques-to-Make-You-More-Money&id=169655
O’Connor, L. (2009, July/August). Closing the deal—sales strategies for
turbulent times. Retrieved May 26, 2011, from
http://www.corpmagazine.com/Departments/SalesMarketing/tabid/60/item
id/936/Default.aspx
Silverstein, R. (2007, May 18). How to close a sale in the first 30 seconds.
Retrieved May 26, 2011, from
http://www.entrepreneur.com/sales/salescolumnistraysilverstein/article17
8590.html
Stevens, M. (2010, March 31). How to close more sales. Retrieved May 26,
2011, from
http://www.entrepreneur.com/sales/salescolumnistmarkstevens/article20
5824.html
Marketing Applications Course Guide
© 2012, MBA Research and Curriculum Center®
Section 5
Planning Guide Sheets
Page 5-116
Knowledge/
Skill
Statement
Understands the concepts and actions needed to determine client needs and
wants and respond through planned, personalized communication that
influences purchase decisions and enhances future business opportunities
Performance
Element
Employ sales processes and techniques to enhance customer relationships
and to increase the likelihood of making sales.
Performance
Indicator
Demonstrate suggestion selling (SE:875, SE LAP 110) (SUPPLEMENTAL)
Level
Specialist
SCANS
Information 5,7; Interpersonal 11; Systems 15; Basic Skills 1-2,5-6; Thinking
Skills 7,12; Personal Qualities 15
21st Century
Skills
Creativity & Innovation; Communication & Collaboration 1; Social & CrossCultural Skills 1
Objectives
a.
b.
c.
d.
e.
f.
Performance
Activity
Tell students to each select five products with which they are familiar and to
identify three items that could be suggested to customers to go with each of
the products. Ask them to record their responses and to discuss them with
students who have similar occupational interests.
Define the term suggestion selling.
Identify examples of suggestion selling.
Describe the importance of using suggestion selling.
Categorize items that are appropriate for suggestion selling.
Explain guidelines for using suggestion selling.
Demonstrate proper procedures to use in suggestion selling.
Resources
Textbooks
Burrow, J.L. (2006). Marketing (2nd ed.) [p. 472]. Mason, OH:
Thomson/South-Western.
Clark, B., Sobel, J., & Basteri C.G. (2010). Marketing dynamics: Teacher’s
edition (2nd ed.) [p. 592]. Tinley Park, IL: Goodheart-Willcox.
Dunne, P., Lusch, R., & Griffith, D. (2002). Retailing (4th ed.) [p. 481]. Mason,
OH: South-Western.
Farese, L. S., Kimbrell, G., & Woloszyk, C. A. (2009). Marketing essentials
(pp. 321, 323). Woodland Hills, CA: Glencoe/McGraw-Hill. .
McCalla, P. (2005). Retailing (p. 231). Woodland Hills CA: Glencoe/McGrawHill.
Software/
Online
Cosgrove, D. (2007, January 3). The key to suggestive selling is “repeat.”
Retrieved May 26, 2011, from
http://www.content4reprint.com/business/sales/the-key-to-suggestiveselling-is-repeat.htm
Deshmukh, U. (n.d.). Suggestive selling techniques. Retrieved May 26, 2011,
from http://www.buzzle.com/articles/suggestive-selling-techniques.html
Menga, M. (2007, February 21). Tap the power of suggestion to bump sales.
Retrieved May 26, 2011, from http://www.ecommerceguide.com/article.php/3660996/Tap-the-Power-of-Suggestion-to-BumpSales.htm
Marketing Applications Course Guide
© 2012, MBA Research and Curriculum Center®
Section 5
Planning Guide Sheets
Page 5-117
Merchantile Systems. (2011). Suggestive selling: The key to increasing
revenue, profit and customer satisfaction. Retrieved May 26, 2011, from
http://www.mercsystems.com/suggestive-selling-overview.php
Mitchell, P. H. (2008, June 5). Better suggestive selling. Retrieved May 26,
2011, from http://ezinearticles.com/?Better-Suggestive-Selling&id=1227059
Palma, M. (2006, February 15).The power of suggestive selling. Retrieved
May 26, 2011, from
http://www.customersarealways.com/2006/02/the_power_of_suggestive
_sellin.html
Stucker, C. (2005, March 27). Do You Want Fries With That? Using
suggestive selling to increase Your Sales. Retrieved May 26, 2011, from
http://ezinearticles.com/?Do-You-Want-Fries-With-That?---Using-Suggestive-Selling-to-Increase-Your-Sales&id=23709
Marketing Applications Course Guide
© 2012, MBA Research and Curriculum Center®
Section 5
Planning Guide Sheets
Page 5-118
Knowledge/
Skill
Statement
Understands the concepts and actions needed to determine client needs and
wants and respond through planned, personalized communication that
influences purchase decisions and enhances future business opportunities
Performance
Element
Employ sales processes and techniques to enhance customer relationships
and to increase the likelihood of making sales.
Performance
Indicator
Negotiate sales terms (SE:392) (SUPPLEMENTAL)
Level
Specialist
SCANS
Information 5,7; Interpersonal 11,13-14; Systems 15; Basic Skills 1-2,5-6;
Personal Qualities 13,15
21st Century
Skills
Creativity & Innovation 1,2,3; Communication & Collaboration 1,3; Critical
Thinking & Problem Solving 1,2,4; Social & Cross-Cultural Skills 1;
Information Literacy 1
Objectives
a.
b.
c.
d.
e.
f.
g.
h.
i.
j.
Performance
Activity
Resources
Textbooks
Identify benefits of negotiating sales terms.
Discuss the importance of patience when negotiating sales terms.
Explain the need to analyze the product’s added value in comparison to
that of competitors.
Describe the importance of being prepared for negotiations from the
beginning of the sale.
Discuss information that the salesperson needs in order to negotiate
effectively.
Explain how to create win-win negotiations.
Discuss the importance of considering the buyer’s feelings when
negotiating sales.
Explain barriers to sales negotiations.
Describe the use of silence in negotiating sales.
Demonstrate how to negotiate sales terms.
Implement Round 15 shown on the handout on page 5-87.
Etzel, M.J., Walker, B.J., & Stanton, W.J. (2007). Marketing (14th ed.) [p.
314].Boston: McGraw-Hill/Irwin.
Farese, L. S., Kimbrell, G., & Woloszyk, C. A. (2009). Marketing essentials
(pp. 222-224, 350-351). Woodland Hills, CA: Glencoe/McGraw-Hill.
Futrell, C. M. (2006) Fundamentals of selling: Customers for life through
service (9th ed.) [pp. 294-297]. New York: McGraw-Hill/Irwin.
Johnston, M.W., & Marshall, G.W. (2009). Sales force management (9th ed.)
[p.96]. New York: McGraw-Hill Irwin.
Manning, G.L., Reece, B.L., & Ahearne, M. (2010). Selling today: Creating
customer value (11th ed.) [pp. 280-298]. Upper Saddle River, NJ: Prentice
Hall.
Weitz, B.A., Castleberry, S.B., & Tanner, J.F. (2004). Selling: Building
partnerships (5th ed.) [pp. 344-345, 408-426]. Boston: Irwin/McGraw-Hill.
Marketing Applications Course Guide
© 2012, MBA Research and Curriculum Center®
Section 5
Software/
Online
Planning Guide Sheets
Page 5-119
Davis, K. (n.d.). Eight sources of power in a sales negotiation. Retrieved May
26, 2011, from
http://www.businessknowhow.com/marketing/eightsourcesofpower.htm
Dolan, J. (2005, July/August). Strategies to negotiate any sale. Retrieved May
26, 2011, from http://www.connectionsmagazine.com/articles/5/063.html
Francis, C. (2007-2011). Successful sales negotiations in 5 steps. Retrieved
May 26, 2011, from http://salesmarks.com/archives/successful-salesnegotiations-in-5-steps/
McLaren, A. (n.d.). Basic negotiation tips. Retrieved May 26, 2011, from
http://www.evancarmichael.com/Sales/486/Basic-Negotiation-Tips.html
Schatzki, M. (2011). Managing the sales negotiation process. Retrieved May
26, 2011, from http://www.negotiationdynamics.com/SaleNego.asp
Schatzki, M. (2005). Using silence in a negotiation. Retrieved May 26, 2011,
from http://www.negotiationdynamics.com/silence.asp
Schatzki, M. (2011). Value add negotiating for sales professionals. Retrieved
May 26, 2011, from http://www.negotiationdynamics.com/MRO.asp
Schatzki, M. (2010). Win/win negotiating—myths and realities. Retrieved May
26, 2011, from http://www.negotiationdynamics.com/WinWin.asp
Smalley, C. (2011). Guide to sales negotiation strategies and techniques.
Retrieved May 26, 2011, from http://www.business.com/guides/salesnegotiation-strategies-and-techniques-278/
Marketing Applications Course Guide
© 2012, MBA Research and Curriculum Center®
Section 5
Planning Guide Sheets
Page 5-120
Knowledge/
Skill
Statement
Understands the concepts and actions needed to determine client needs and
wants and respond through planned, personalized communication that
influences purchase decisions and enhances future business opportunities
Performance
Element
Employ sales processes and techniques to enhance customer relationships
and to increase the likelihood of making sales.
Performance
Indicator
Maintain sales standards (SE:387) (SUPPLEMENTAL)
Level
Specialist
SCANS
Information 5; Interpersonal 11,14; Systems 15-16; Basic Skills 5-6; Personal
Qualities 13,16
21st Century
Skills
Initiative & Self-Direction 2
Objectives
a.
b.
c.
d.
e.
Performance
Activity
Distinguish between sales standards and sales policies (standards are
best practices, lessons learned, and minimum operating procedures).
Explain the purposes of sales standards (provide structure for
salespeople without stifling their personalities).
Discuss benefits of having sales standards.
Describe common sections contained in sales standards documents
(e.g., corporate information, sales organization, on-boarding process,
sales and technology, prospecting, the engagement cycle, and selling
tactics).
Demonstrate procedures for maintaining sales standards.
Ask students to interview a salesperson to find out what sales standards the
person uses. Find out whether the salesperson’s manager or the salesperson
set the standards and why the sales standards are needed. Share your
findings with a classmate.
Resources
Textbooks
Farese, L. S., Kimbrell, G., & Woloszyk, C. A. (2009). Marketing essentials
(pp. 270-271). Woodland Hills, CA: Glencoe/McGraw-Hill.
Ingram, T.N, LaForge, R.W., Avila, R.A., Schwepker, C.H., & Williams, M.R.
(2008). Professional selling: A trust-based approach (4th ed.) [p. 249].
Mason, OH: South-Western Cengage Learning.
Johnston, M.W., & Marshall, G.W. (2009). Sales force management (9th ed.)
[pp. 51, 53, 326-327]. New York: McGraw-Hill Irwin.
Spiro, R.L., Rich, G.A., & Stanton, W.J. (2008). Management of a sales force
(12th ed.) [pp. 466-467]. New York, McGraw-Hill Irwin.
Weitz, B.A., Castleberry, S.B., & Tanner, J.F. (2004). Selling: Building
partnerships (5th ed.) [pp. 180-181, 475]. Boston: Irwin/McGraw-Hill.
Journals/
Magazines
Lytle, C. (2003, July). Sales standards and success cycles. American
Salesman, 48 (7) pp. 5, 23.
Software/
Online
Bauer, C. (2007). Having sales PMS? Retrieved May 26, 2011, from
http://www.chuckbauer.com/having-sales-pms/
Marketing Applications Course Guide
© 2012, MBA Research and Curriculum Center®
Section 5
Planning Guide Sheets
Page 5-121
CareerBuilder. (n.d.). A manager’s guide to planning your employee
onboarding process. Retrieved May 26, 2011, from
http://www.careerbuilder.com/jobposter/smallbusiness/article.aspx?articleid=ATL_0195MANAGERONBOARDING_s&
cbRecursionCnt=1&cbsid=82eaf224096c4b13be9d246fe794c47d329828851-wm-6&ns_siteid=ns_us_g_onboarding_process_be_
Feller, B. (2007, August). Sales standards for better results. Retrieved May
26, 2011, from http://www.cleanlink.com/SM/article/Sales-Standards-ForBetter-Sales-Results--7493
Hagen, T. (2010, April 19). Onboarding for improved productivity and
performance. Retrieved May 26, 2011, from
http://www.salesresources.com/articles/article.cfm?ID=1490
James, G. (2010, May 25). Sales standards: Do you have them? Retrieved
May 26, 2011, from http://blogs.bnet.com/salesmachine/?p=10133
Merritt, J. (2010, April 22). The customer engagement cycle: Is this the map
to customer understanding? Retrieved May 26, 2011, from
http://www.mycustomer.com/topic/customer-intelligence/customerengagement-lifecycle-how-it-drives-everything/106824
MetaFilter Network. (2006, June 25). How to efficiently set up a sales
department? Retrieved May 26, 2011, from
http://ask.metafilter.com/40889/How-to-efficently-set-up-a-salesdepartment
Richardson, L. (2005, December 28). Plan to implement sales standards in
your company. Retrieved May 26, 2011,
http://www.allbusiness.com/sales/selling-techniques/3873243-1.html
Scott, W. (2009, February 2). Is your competition winning in the customer
engagement cycle? Retrieved May 26, 2011, from
http://www.searchinfluence.com/2009/02/customer-engagement-cycle/
Marketing Applications Course Guide
© 2012, MBA Research and Curriculum Center®
Section 5
Planning Guide Sheets
Page 5-122
Knowledge/
Skill
Statement
Understands the concepts and actions needed to determine client needs and
wants and respond through planned, personalized communication that
influences purchase decisions and enhances future business opportunities
Performance
Element
Employ sales processes and techniques to enhance customer relationships
and to increase the likelihood of making sales.
Performance
Indicator
Sell good/service/idea to individuals (SE:046) (SUPPLEMENTAL)
Level
Specialist
SCANS
Information 5-8; Interpersonal 11; Systems 15; Basic Skills 1-2,5-6; Thinking
Skills 7,12; Personal Qualities 15
21st Century
Skills
Creativity & Innovation 1,2,3; Communication & Collaboration 1; Critical
Thinking & Problem Solving 1,4; Social & Cross-Cultural Skills 1
Objectives
a. Identify appropriate selling techniques for use with a specific
client/customer.
b. Demonstrate procedures for selling a good or service.
Performance
Activity
Divide the class into groups of three students each. Explain that they will be
assuming three different roles during a role play: salesperson, customer, and
evaluator. Ask them to select a good/service/idea of interest to them and to
sell it to a classmate in the group. Tell the evaluators to provide feedback on
the performance. Have students assume all three roles.
OR . . .
Implement Round 16 shown on the handout on page 5-87.
Resources
Textbooks
Burrow, J.L. (2006). Marketing (2nd ed.) [pp. 468-472]. Mason, OH:
Thomson/South-Western.
Clark, B., Sobel, J., & Basteri C.G. (2010). Marketing dynamics:Teacher’s
edition (2nd ed.) [pp. 578-584]. Tinley Park, IL: Goodheart-Willcox.
Futrell, C. M. (2006) Fundamentals of selling: Customers for life through
service (9th ed.) [pp. 124-126, 282-291]. New York: McGraw-Hill/Irwin.
Farese, L. S., Kimbrell, G., & Woloszyk, C. A. (2009). Marketing essentials
(pp. 278-288). Woodland Hills, CA: Glencoe/McGraw-Hill.
Ingram, T.N, LaForge, R.W., Avila, R.A., Schwepker, C.H., & Williams, M.R.
(2008). Professional selling: A trust-based approach (4th ed.) [pp.183192]. Mason, OH: South-Western Cengage Learning.
Manning, G.L., Reece, B.L., & Ahearne, M. (2010). Selling today: Creating
customer value (11th ed.) [pp. 245-253]. Upper Saddle River, NJ: Prentice
Hall.
Weitz, B.A., Castleberry, S.B., & Tanner, J.F. (2004). Selling: Building
partnerships (5th ed.) [pp. 248-249, 276-285]. Boston: Irwin/McGrawHill.
Software/
Online
Anderson, S. (n.d.). Face-to-face selling: How to have productive sales
appointments. Retrieved May 26, 2011, from
http://www.sellingtoconsumers.com/art_face_to_face.htm
Marketing Applications Course Guide
© 2012, MBA Research and Curriculum Center®
Section 5
Planning Guide Sheets
Page 5-123
Maier, R. B. (2011). Retail selling tips. Retrieved May 26, 2011, from
http://ezinearticles.com/?Retail-Selling-Tips&id=1728849
Morine, N. (2009, July 24). Retail selling techniques—relationship selling.
Retrieved May 26, 2011, from http://sales-marketingcareers.suite101.com/article.cfm/retail_sales_techniques_relationship_s
elling
University of North Carolina Wilmington. (n.d.). Adaptive selling. Retrieved
May 26, 2011, from
http://cas.uah.edu/wrenb/MKT315/ch6/Adaptive%20Selling.m.ppt
Zell, A. (2000-2007). Is there a difference between selling to business-tobusiness and business-to-consumer customers? Retrieved May 26,
2011, from http://sellingselling.com/business/btbb.cfm
Marketing Applications Course Guide
© 2012, MBA Research and Curriculum Center®
Section 5
Planning Guide Sheets
Page 5-124
Knowledge/
Skill
Statement
Understands the concepts and actions needed to determine client needs and
wants and respond through planned, personalized communication that
influences purchase decisions and enhances future business opportunities
Performance
Element
Employ sales processes and techniques to enhance customer relationships
and to increase the likelihood of making sales.
Performance
Indicator
Sell good/service/idea to groups (SE:073) (SUPPLEMENTAL)
Level
Specialist
SCANS
Information 5-8; Interpersonal 11; Systems 15; Basic Skills 1-2,5-6; Thinking
Skills 7,12; Personal Qualities 15
21st Century
Skills
Creativity & Innovation 1,2,3; Communication & Collaboration 1; Critical
Thinking & Problem Solving 1,4; Social & Cross-Cultural Skills 1
Objectives
a. Explain how sales techniques are modified to sell to groups.
b. Explain the use of technology in selling to groups.
c. Demonstrate procedures for selling to groups.
Performance
Activity
Tell students to imagine that they are seeking the support of the school board
or a professional organization for a class or DECA activity. Ask them to each
prepare a sales presentation for the selected group. Divide the class into
groups of five or six students each, explaining that the group is the customer
to which they will make the presentation. As each student completes her/his
sales presentation, the group should provide feedback on the performance.
OR . . .
Implement Round 17 shown on the handout on page 5-87.
Resources
Textbooks
Anderson, R.E., & Dubinsky, A.J. (2004). Personal selling: Achieving
customer satisfaction and loyalty (pp. 144-163). Boston: Houghton
Mifflin.
Bovée, C. L. & Thill, J. V. (2008). Business communication today (9th ed.)
[pp. 506-510, 514-516]. Upper Saddle River, NJ: Pearson Prentice Hall.
Futrell, C. M. (2006) Fundamentals of selling: Customers for life through
service (9th ed.) [pp. 291-294]. New York: McGraw-Hill/Irwin.
Ingram, T.N, LaForge, R.W., Avila, R.A., Schwepker, C.H., & Williams, M.R.
(2008). Professional selling: A trust-based approach (4th ed.) [pp.199203]. Mason, OH: South-Western Cengage Learning.
Manning, G.L., Reece, B.L., & Ahearne, M. (2010). Selling today: Creating
customer value (11th ed.) [pp. 273-278]. Upper Saddle River, NJ: Prentice
Hall.
Software/
Online
Adkins, J. (2006, July 14). Presentations that pop. Retrieved May 26, 2011,
from
http://www.fastcompany.com/partners/gotomeeting/articles/20060701/fe
ature.html
Marketing Applications Course Guide
© 2012, MBA Research and Curriculum Center®
Section 5
Planning Guide Sheets
Page 5-125
Burke, C. (n.d.). How to create and deliver a winning group sales
presentation. Retrieved May 26, 2011, from
http://www.salesvantage.com/article/480/How-to-Create-and-Deliver-AWinning-Group-Sales-Presentation
Chapin, J. (2008, March 14). Sales presentations—7 keys to powerful group
sales presentations. Retrieved May 26, 2011, from
http://www.completeselling.com/members/completeselling/blog/VIEW/00
000009/00000074/Sales-Presentations---7-Keys-to-Powerful-GroupSales-Presentations.html
King, C. (2011). Tips for making a sales presentation to a group. Retrieved
May 26, 2011, from http://ezinearticles.com/?Tips-for-Making-a-Sales-Presentation-to-a-Group&id=155991
Murphy, J. (2006). Selling strategic solutions to multiple decision makers.
Retrieved May 26, 2011, from
http://josephbmurphy.com/uploads/Selling_Strategic_SolutionsMultiple_Buyers_CSS.pdf
Stowe, T. (2008). 7 differences when selling to companies. Retrieved May 26,
2011, from
http://www.businessknowhow.com/marketing/multiplebuyers.htm
Marketing Applications Course Guide
© 2012, MBA Research and Curriculum Center®
Section 5
Planning Guide Sheets
Page 5-126
Knowledge/
Skill
Statement
Understands the concepts and actions needed to determine client needs and
wants and respond through planned, personalized communication that
influences purchase decisions and enhances future business opportunities
Performance
Element
Process the sale to complete the exchange.
Performance
Indicator
Process sales documentation (SE:117) (SUPPLEMENTAL)
Level
Specialist
SCANS
Information 5-8; Interpersonal 11; Systems 15; Basic Skills 1-3,5-6; Thinking
Skills 12; Personal Qualities 15
21st Century
Skills
Productivity & Accountability 2
Objectives
a. Identify types of information contained in sales documentation.
b. Complete calculations needed to process sales documentation.
c. Demonstrate procedures for processing sales documentation.
Performance
Activity
Prepare a skit in which a salesperson has to process sales documentation
following a sale. Invite a professional salesperson to do the skit for the class
and to bring sales documentation that s/he could complete during the skit.
Perform the skit for the class. Following the skit, have the salesperson talk to
the class about the types of information often contained in sales
documentation, the importance of legibility and accuracy when completing the
paperwork, and possible consequences of inaccurate/illegible information.
Resources
Textbooks
Brechner, R. (2009). Contemporary mathematics for business and
consumers: Annotated instructor’s edition (5th ed.) [pp. 205-210, 225234, 240-241, 650-652]. Mason, OH: South-Western Cengage Learning.
Clark, B., Sobel, J., & Basteri C.G. (2006). Marketing dynamics: Teacher’s
edition (2nd ed.) [pp. 606-608, 611-613]. Tinley Park, IL: GoodheartWillcox.
Farese, L. S., Kimbrell, G., & Woloszyk, C. A. (2009). Marketing essentials
(pp. 334-341, 350-351). Woodland Hills, CA: Glencoe/McGraw-Hill.
Johnston, M.W., & Marshall, G.W. (2009). Sales force management (9th ed.)
[p.166]. New York: McGraw-Hill Irwin.
McCalla, P. (2005). Retailing (pp. 122-123). Woodland Hills CA:
Glencoe/McGraw-Hill.
Software/
Online
eHow.com. (n.d.). How to write a sales receipt. Retrieved May 26, 2011, from
http://www.ehow.com/how_2273703_write-sales-receipt.html
Gaebler.com (2001-2011). How to accept credit cards. Retrieved May 26,
2011, from http://www.gaebler.com/Accepting-Credits-Cards.htm
Johnnson, C. (2011). How to create a billing statement in Excel. Retrieved
May 26, 2011, from http://www.ehow.com/how_4558020_create-billingstatement-microsoft-excel.html
Irby, L. (2011). Billing statement. Retrieved May 26, 2011, from
http://credit.about.com/od/ac/g/statement.htm
Marketing Applications Course Guide
© 2012, MBA Research and Curriculum Center®
Section 5
Planning Guide Sheets
Page 5-127
Kietzman, S. (n.d.). What are the necessary parts of an invoice? Retrieved
May 26, 2011, from http://www.wisegeek.com/what-are-the-necessaryparts-of-an-invoice.htm
Sales document types. (n.d.). Retrieved May 26, 2011, from
http://help.sap.com/saphelp_470/helpdata/en/dd/55fb06545a11d1a7020
000e829fd11/content.htm
Marketing Applications Course Guide
© 2012, MBA Research and Curriculum Center®
Section 5
Planning Guide Sheets
Page 5-128
Knowledge/
Skill
Statement
Understands the concepts, strategies, and systems used to obtain and
convey ideas and information
Performance
Element
Write internal and external business correspondence to convey and obtain
information effectively.
Performance
Indicator
Prepare simple written reports (CO:094) (SUPPLEMENTAL)
Level
Specialist
SCANS
Information 5-7; Systems 15; Basic Skills 1-2; Thinking Skills 12
21st Century
Skills
Communication & Collaboration 1
Objectives
a. Identify types of simple written reports used in business.
b. Explain characteristics of simple written reports.
c. Prepare a simple written report.
Performance
Activity
Ask students to write a report about steps that need to be taken to decrease
pilferage and theft in a school-based enterprise. Ask them to review the report
with a team of students in the school-based enterprise.
Or, have students prepare a simple written report detailing each observation
of sales situations that they made, following each observation with the key
point they learned. Ask students to submit their report to you.
Resources
Textbooks
Bovée, C. L. & Thill, J. V. (2008). Business communication today (9th ed.)
[pp. 409, 418-419]. Upper Saddle River, NJ: Pearson Prentice Hall.
Farese, L. S., Kimbrell, G., & Woloszyk, C. A. (2009). Marketing essentials (p.
190). Woodland Hills, CA: Glencoe/McGraw-Hill.
Gorman, T. (2005). The complete idiot’s guide to business letters and memos
(2nd ed.) [pp. 75 New York: Penguin Group.
Hyden, J. S., Jordan, A. K., Steinauer, M. H., & Jones, M. J. (2006).
Communicating for success (3rd ed.) [pp. 517-523]. Mason, OH:
Thomson South-Western.
Lehman, C. & DuFrene, D. (2005). Business communication (14th ed.) [pp.
336-339]. Mason, OH: South-Western.
Locker, K.O. (2006). Business and administrative communication (7th ed.) [pp.
350, 398-399, 408-412, 414]. New York: McGraw-Hill.
Software/
Online
Custom Writing. (2007, January 18). Tips on report writing: All you needed to
know on successful report writing. Retrieved May 24, 2011, from
http://custom-writing.org/blog/writing-tips/17.html
Hardin, S. (2011). writing of a status report template. Retrieved May 24, 2011,
from http://ezinearticles.com/?Writing-of-a-Status-Report-Template&id=4237411
Joseph, S. (2011). How to write a small report using a simple outline format.
Retrieved May 24, 2011, from http://ezinearticles.com/?How-to-Write-a-Small-Report-Using-a-Simple-Outline-Format&id=1670122
Marie, G. (n.d.). How to write a short report. Retrieved May 24, 2011, from
Marketing Applications Course Guide
© 2012, MBA Research and Curriculum Center®
Section 5
Planning Guide Sheets
Page 5-129
http://www.ehow.com/how_5093184_write-short-report.html
Victor, A. D. (2011). How to write a memorandum. Retrieved May 24, 2011,
from http://ezinearticles.com/?How-To-Write-A-Memorandum&id=989539
Marketing Applications Course Guide
© 2012, MBA Research and Curriculum Center®
Section 5
Planning Guide Sheets
Page 5-130
Knowledge/
Skill
Statement
Understands the concepts and strategies needed to communicate information
about products, services, images, and/or ideas to achieve a desired outcome
Performance
Element
Understand the use of an advertisement’s components to communicate with
targeted audiences.
Performance
Indicator
Explain the components of advertisements (PR:014)
Level
Specialist
SCANS
Information 5-8; Systems 15; Basic Skills 1-2,5-6; Thinking Skills 12
21st Century
Skills
Critical Thinking & Problem Solving 1,3
Objectives
a. Define the following terms: headline, illustration, identification, copy,
layout, and white space.
b. Explain the purpose of each element in an advertisement.
c. Describe the purpose of an ad’s layout.
d. Identify approaches businesses can use with headlines to achieve the
ad’s objectives.
e. Explain ways businesses can use illustrations in advertisements to focus
reader’s attention on the product.
f. Describe copy techniques that businesses can use to create desire for a
product in a print advertisement.
g. Identify types of information contained in the identification element of
advertisements.
Performance
Activity
Provide materials for students to use to select an advertisement (e.g.,
magazines, newspapers, online access). Tell students to choose an
advertisement and to identify each of its elements and the way that each of
the elements has been used to achieve the objectives of the advertisement.
Ask students to examine the effectiveness of the advertisement’s elements
and to explain their opinions to a classmate. Tell students to keep the
advertisement for a future activity.
Resources
Textbooks
Arens, W.F. (2004). Contemporary advertising (9th ed.) [pp. 406-423]. New
York: McGraw-Hill Irwin.
Boone, G., & Kurtz, D.L. (2009). Contemporary marketing 2009 (p. 537).
Mason, OH: South-Western Cengage Learning.
Clark, B., Sobel, J., & Basteri, C.G. (2010). Marketing dynamics: Teacher’s
edition (2nd ed.) [pp. 507-512]. Tinley Park, IL: Goodheart-Willcox
Company, Inc.
Farese, L. S., Kimbrell, G., & Woloszyk, C. A. (2009). Marketing essentials
(pp. 422-433). Woodland Hills, CA: Glencoe/McGraw-Hill.
Lane, W.R., King, K.W., & Russell, J.T. (2005). Kleppner's advertising
procedure (16th ed.) [pp. 477-503, 524-526]. Upper Saddle River, NJ:
Pearson/Prentice Hall.
O’Guinn, T.C., Allen, C.T., & Semenik, R.J. (2009). Advertising & integrated
brand promotion (5th ed.) [pp. 382-400, 408-425]. Mason, OH: SouthMarketing Applications Course Guide
© 2012, MBA Research and Curriculum Center®
Section 5
Planning Guide Sheets
Page 5-131
Western Cengage Learning.
Software/
Online
Bear, J.H. (2011). How to ad white space. Retrieved May 26, 2011, from
http://desktoppub.about.com/cs/designprinciples/ht/white_space.htm
Bear, J.H. (2011). Parts of an ad. Retrieved May 26, 2011, from
http://desktoppub.about.com/od/ads/a/ad_parts.htm
Brassil, M. (2001-2011). Writing effective do-it-yourself advertising copy.
Retrieved May 26, 2011, from
http://www.websitemarketingplan.com/small_business/adcopy.htm
Dooley, R. (2008, January 29). Why good advertising copy works. Retrieved
May 26, 2011, from
http://www.neurosciencemarketing.com/blog/articles/why-good-ad-copyworks.htm
Essential elements of advertising. (n.d.). Retrieved May 26, 2011, from
http://www.angelfire.com/mo3/monica7/
Fisch, D. (n.d.). Elements of a successful print ad. Retrieved May 26, 2011,
from http://www.velocitymediainc.com/successfulad.html
Hauser, J. (2011). Creating the perfect advertising headline. Retrieved May
26, 2011, from http://ezinearticles.com/?Creating-the-Perfect-Advertising-Headline&id=544676
Small Business Management. (n.d.). Writing advertising copy. Retrieved May
26, 2011, from http://www.bizmove.com/marketing/m2j3.htm
Marketing Applications Course Guide
© 2012, MBA Research and Curriculum Center®
Section 5
Planning Guide Sheets
Page 5-132
Knowledge/
Skill
Statement
Understands the concepts and strategies needed to communicate information
about products, services, images, and/or ideas to achieve a desired outcome
Performance
Element
Understand the use of an advertisement’s components to communicate with
targeted audiences.
Performance
Indicator
Explain the importance of coordinating elements in advertisements (PR:251)
Level
Specialist
SCANS
Information 5-8; Systems 15; Basic Skills 1-2,5-6; Thinking Skills 7,12
21st Century
Skills
Critical Thinking & Problem Solving 1,2,3
Objectives
a.
b.
c.
d.
e.
f.
g.
h.
Performance
Activity
Discuss the impact of color on an advertisement’s message.
Explain how the image/art used in an advertisement can support or
detract from an ad’s message/product being sold.
Discuss how the copy should coordinate with the headline.
Describe how white space affects the elements of advertisements.
Explain how the consistent use of design across media helps to promote
brand identity.
Discuss the role of typography in creating brand identity.
Describe the impact of layout in creating brand identity.
Explain the importance of coordinating an ad’s style with its other
elements.
Make copies of the handout entitled We’re in This Together found on page
5-134—one per student. Ask students to get the advertisement they used in
the previous activity and to use it to respond to the questions on the handout.
When students have finished their analyses, team up students in pairs to
discuss their findings. Tell students to submit the completed handout to you.
Resources
Textbooks
Arens, W.F. (2004). Contemporary advertising (9th ed.) [pp. 411-416, 446449]. New York: McGraw-Hill Irwin.
Boone, G., & Kurtz, D.L. (2009). Contemporary marketing 2009 (pp. 536537). Mason, OH: South-Western Cengage Learning.
Clark, B., Sobel, J., & Basteri, C.G. (2010). Marketing dynamics: Teacher’s
edition (2nd ed.) [pp. 510-512]. Tinley Park, IL: Goodheart-Willcox
Company, Inc.
Farese, L. S., Kimbrell, G., & Woloszyk, C. A. (2009). Marketing essentials
(pp. 430-432). Woodland Hills, CA: Glencoe/McGraw-Hill.
Lane, W.R., King, K.W., & Russell, J.T. (2005). Kleppner's advertising
procedure (16th ed.) [pp. 515-529, 547-554]. Upper Saddle River, NJ:
Pearson/Prentice Hall.
O’Guinn, T.C., Allen, C.T., & Semenik, R.J. (2009). Advertising & integrated
brand promotion (5th ed.) [pp. 408-417, 423-424]. Mason, OH: SouthWestern Cengage Learning.
Software/
Online
Berry, T. (1996-2011). Brand standards create consistent image and identity.
Retrieved May 26, 2011, from http://articles.mplans.com/brandMarketing Applications Course Guide
© 2012, MBA Research and Curriculum Center®
Section 5
Planning Guide Sheets
Page 5-133
standards-create-consistent-image-and-identity/
Brennan, M. (2011). What color is your advertising? How color theory can
make your marketing more effective. Retrieved May 26, 2011, from
http://ezinearticles.com/?What-Color-Is-Your-Advertising?-How-Color-Theory-Can-Make-Your-Marketing-More-Effective&id=1115718
BusinessKnowledgeSource.com. (2003-2010). White space in advertising.
Retrieved May 26, 2011, from
http://www.businessknowledgesource.com/marketing/_white_space_in_
advertising_021990.html
Ferree, E. (2011). Font basics for branding your small business. Retrieved
June 3, 2010, from http://ezinearticles.com/?Font-Basics-for-Branding-Your-Small-Business&id=209877
Fischel, C. (2001-2011). Typographic branding. Retrieved May 26, 2011, from
http://www.itcfonts.com/Ulc/2811/TypographicBranding.htm
Professional Advertising (n.d.). The elements of design: How design works to
bring you customers. Retrieved May 26, 2011, from
http://www.myprofessionaladvertising.com/The%20Elements%20Of%20
Design.htm
Q2 Interactive Marketing & Design. (2008, August 28). The importance of
color in branding and advertising. Retrieved May 26, 2011, from
http://q2interactive.wordpress.com/2008/08/29/the-importance-of-colorin-branding-and-advertising/
Rhoads, J.S. (2007). Design elements that create consistent visual identities
in advertising: A qualitative content analysis f beauty product campaigns
comparing magazine advertisements with their web sites. Retrieved May
26, 2011, from http://etd.fcla.edu/UF/UFE0020800/rhoads_j.pdf
Marketing Applications Course Guide
© 2012, MBA Research and Curriculum Center®
Section 5
We’re in This Together
Page 5-134
1.
How does the use of color in the advertisement impact its message?
2.
Does the image/art used in the advertisement support or detract from the message/product
being sold? Explain.
3.
In what ways does the copy coordinate with the headline?
4.
How does the use of white space affect the advertisement’s elements?
5.
How did the advertiser use typography to create brand identity?
6.
How did the advertiser use the ad’s layout to create brand identity?
7.
Did the advertiser coordinate the ad’s style with its other elements? Explain.
Marketing Applications Course Guide
© 2012, MBA Research and Curriculum Center®
Section 5
Planning Guide Sheets
Page 5-135
Knowledge/
Skill
Statement
Understands techniques, strategies, and systems used to foster selfunderstanding and enhance relationships with others
Performance
Element
Manage stressful situations to minimize negative workplace interactions.
Performance
Indicator
Explain the nature of stress management (EI:028) (SUPPLEMENTAL)
Level
Specialist
SCANS
Information 7; Systems 15; Basic Skills 1-2,5-6; Thinking Skills 9,12; Personal
Qualities 14,16-17
21st Century
Skills
Initiative and Self-Direction 5; Health Literacy 1,2,4
Objectives
a.
b.
c.
d.
e.
f.
Performance
Activity
Define the terms stress and burnout.
Describe signs of employee stress.
Discuss causes of employee stress.
Explain how stress can lead to burnout.
Describe types of programs that companies can use to identify and
alleviate employee stress.
Explain wellness programs that can be used to prevent employee stress.
Tell students to talk with a business partner about the causes of stress at
her/his business and to find out what measures the company takes to
alleviate employee stress. Ask students to report their findings to the class,
comparing their findings with those of classmates.
Resources
Textbooks
Bailey, L.J. (2007). Working (4th ed) [pp. 459-461]. Mason, OH: SouthWestern Cengage Learning.
Dalton, M., Hoyle, D.G., & Watts, M.W. (2006). Human relations (3rd ed.) [pp.
478-481, 504-507]. Mason, OH: South-Western Cengage Learning.
Dessler, G., & Varkkey, B. (2009). Human resource management (11th ed.)
[pp. 662-665]. New Dehli, India: Dorling Kindersley.
Farese, L. S., Kimbrell, G., & Woloszyk, C. A. (2009). Marketing essentials (p.
220). Woodland Hills, CA: Glencoe/McGraw-Hill.
Kimbrell, G., & Vineyard, B.S. (2006). Succeeding in the world of work (pp.
142, 156, 218-220). New York: Glencoe/McGraw-Hill.
Lussier, R.N. (2008). Human relations in organizations: Applications and skill
building (7th ed.) [pp. 43-47]. New York: McGraw-Hill Irwin.
Pace, J. (2006). The workplace: Personal skills for success (pp. 47-50). New
York: McGraw-Hill.
Wallace, H.R., & Masters, L.A. (2006). Personal development for life & work
(9th ed.) [pp. 307-317]. Mason, OH: South-Western Cengage Learning.
Workbooks/
Manuals
Williams, J.W., & Eggland, S.A. (2005). Human relations for career success
(6th ed.) [pp. 193-194]. Mason, OH: South-Western Cengage Learning.
Marketing Applications Course Guide
© 2012, MBA Research and Curriculum Center®
Section 5
Software/
Online
Planning Guide Sheets
Page 5-136
About.com (2011). Managing job stress: Getting along with coworkers and
thriving. Retrieved May 24, 2011, from
http://stress.about.com/od/workplacestress/Managing_Job_Stress_Gettin
g_Along_With_CoWorkers_and_Thriving.htm
Crepin-Swift, C. (2009, June 6). Stress management for the workplace.
Retrieved May 24, 2011, from
http://workplaceculture.suite101.com/article.cfm/stress_management_in_t
he_workplace
Gorkin, M. (2006, January 12). Stress reduction and management: Burnout
series. Retrieved May 24, 2011, from
http://www.mentalhelp.net/poc/view_doc.php?type=doc&id=8620
Nichols, L. (2007, August 31). Workplace wellness programs. Retrieved May
24, 2011, from http://healthinsurance.suite101.com/article.cfm/workplace_wellness_programs
Smith, M., Jaffe-Gill, E., & Segal, R. (2008, December). Stress management:
How to reduce, prevent, and cope with stress. Retrieved May 24, 2011,
from http://helpguide.org/mental/stress_management_relief_coping.htm
Time-Management-Guide.com. (2005). Burnout symptoms. Retrieved May
24, 2011, from http://www.time-management-guide.com/burnoutsymptoms.html
Woodward, N. (2006, November 6). More than a deep breath: Stress
management programs mean great results. Retrieved May 29, 2011, from
http://www.healthadvocate.com/downloads/webinars/stressworkplace.pdf
Marketing Applications Course Guide
© 2012, MBA Research and Curriculum Center®
Section 5
Planning Guide Sheets
Page 5-137
Knowledge/
Skill
Statement
Understands the concepts and strategies needed to communicate information
about products, services, images, and/or ideas to achieve a desired outcome
Performance
Element
Understand the use of public-relations activities to communicate with targeted
audiences.
Performance
Indicator
Identify types of public-relations activities (PR:252) (SUPPLEMENTAL)
Level
Specialist
SCANS
Information 5-8; Systems 15; Basic Skills 1-2, 5-6; Thinking Skills 12
21st Century
Skills
Critical Thinking and Problem Solving Skills 1, 3; Communication and
Collaboration 1; ICT Literacy 1
Objectives
a.
b.
c.
d.
e.
f.
Performance
Activity
Discuss types of interactive public-relations activities (e.g., press
conferences, speaking engagements, special events, sponsorships,
blogs, web forums, chat rooms, social media, media tours, email).
Explain types of one-way public-relations activities (e.g., search-engine
optimization, newsletters, web sites, RSS feeds, podcasts, press
releases, press kits, audio/video releases, matte releases, direct mail).
Describe ways that interactive tools can be used to develop positive
public relations.
Discuss ways that one-way tools can be used to develop positive public
relations.
Explain the use of public relations for crisis management.
Describe trends in public relations activities.
Have students develop a listing of the public-relations activities their school
could use to develop a positive relationship with the local business
community. Ask them to write a rationale for their choice of public-relations
activities. Tell students to share their ideas with a team of two or three
students, Have the team select the best ideas, and present those ideas to the
class and to a panel of experts. Ask the experts to select the best ideas to be
implemented during the school year.
Ask students to select a company of interest, and access its website. Tell
them to download press releases and/or press kits and to write a brief
summary of what they learned about the company’s public-relations activities.
Have students present their summary to the class.
Resources
Textbooks
Arens, W.F. (2004). Contemporary advertising (9th ed.) [pp. 347-353]. New
York: McGraw-Hill Irwin.
Boone, G., & Kurtz, D.L. (2009). Contemporary marketing 2009 (pp. 501-502,
546-548). Mason, OH: South-Western Cengage Learning.
Burrow, J.L. (2006). Marketing (2nd ed.) [pp. 412-414]. Mason, OH:
Thomson/South-Western.
Clark, B., Sobel, J., & Basteri, C.G. (2010). Marketing dynamics: Teacher’s
edition (2nd ed.) [p. 479]. Tinley Park, IL: Goodheart-Willcox Company,
Inc.
Clow, K.E, & Baack, D. (2010). Integrated advertising, promotion, and
marketing communications (4th ed.) [pp. 364-372]. Upper Saddle River,
Marketing Applications Course Guide
© 2012, MBA Research and Curriculum Center®
Section 5
Planning Guide Sheets
Page 5-138
NJ: Prentice Hall.
Etzel, M.J., Walker, B.J., & Stanton, W.J. (2007). Marketing (14th ed.) [pp.
477, 545-546].Boston: McGraw-Hill/Irwin.
Farese, L. S., Kimbrell, G., & Woloszyk, C. A. (2009). Marketing essentials
(pp. 365-366). Woodland Hills, CA: Glencoe/McGraw-Hill.
Kotler, P., & Armstrong, G. (2008). Principles of marketing (12th ed.) [pp. 442443]. Upper Saddle River, NJ: Prentice-Hall.
O’Guinn, T.C., Allen, C.T., & Semenik, R.J. (2009). Advertising & integrated
brand promotion (5th ed.) [pp. 652-654, 656-662]. Mason, OH: SouthWestern Cengage Learning.
Rodman, G. (2010). Mass media in a changing world: History, industry,
controversy (3rd ed.) [pp. 345-346, 350-356]. New York: McGraw Hill.
Soloman, M. R., Marshall, G. W., & Stuart, E. W. (2008). Marketing: Real
people, real choices (5th ed.) [pp. 432-435]. Upper Saddle River, NJ:
Pearson Prentice Hall.
Software/
Online
Evans, S. (2008, October 30). 10 of the best social media tools for PR
professionals and journalists. Retrieved May 29, 2011, from
http://mashable.com/2008/10/30/best-social-media-tools-for-prprofessionals-and-journalists/
E-WEB Marketing. (2011). Public relations activities that affect company
performance. Retrieved May 26, 2011, from
http://www.ewebmarketing.com.au/seoblog/public-relations-activitiesthat-affects-company-performance
Faulhaber, P. (2008, August 22). Podcasting and public relations. Retrieved
May 26, 2011, from
http://marketingpr.suite101.com/article.cfm/podcasting_perfect_tool_for_
public_relations
KnowThis.com (1998-2011).Types of public relations tools. Retrieved May 26,
2011, from http://www.knowthis.com/principles-of-marketingtutorials/types-of-public-relations-tools/
Meranus, R. (2011). Developing a PR plan. Retrieved May 26, 2011, from
http://www.entrepreneur.com/marketing/publicrelations/prcolumnist/articl
e173460.html
Rampur, S. (n.d.). Public relations tools. Retrieved May 26, 2011, from
http://www.buzzle.com/articles/public-relations-tools.html
WebMarketCentral. (2005-2011). Interactive PR. Retrieved May 26, 2011,
from http://www.webmarketcentral.com/interactive_pr.htm
Marketing Applications Course Guide
© 2012, MBA Research and Curriculum Center®
Section 5
Planning Guide Sheets
Page 5-139
Knowledge/
Skill
Statement
Understands the concepts and strategies needed to communicate information
about products, services, images, and/or ideas to achieve a desired outcome
Performance
Element
Understand the use of public-relations activities to communicate with targeted
audiences.
Performance
Indicator
Discuss internal and external audiences for public-relations activities
(PR:253) (SUPPLEMENTAL)
Level
Specialist
SCANS
Information 5, Systems 15, Thinking Skills 7
21st Century
Skills
Critical Thinking & Problem Solving 1,2,3; Media Literacy 2
Objectives
a.
b.
c.
d.
e.
f.
g.
Performance
Activity
Discuss reasons that public-relations specialists appeal to their
company’s employees.
Explain why public-relations specialists target communications to their
customers.
Describe reasons that public-relations specialists target their
communications activities at their community.
Discuss reasons that public-relations specialists target their
communications activities at the company’s vendors.
Explain why public-relations specialists target their investors with
communications activities.
Describe reasons that public-relations specialists target the larger
business community or industry members with their communications
activities.
Identify topics appropriate for each of a company’s audiences.
Make copies of the handout entitled The Many Publics in Public Relations
found on page 5-141—one per student. Ask students to interview the person
responsible for public relations at a local business of their choice. Tell them to
use the handout to guide their interviews. Divide the class into groups of four
or five students each and have students present their findings to their groups.
Ask the groups to identify similarities and differences in the responses they
received. Tell the groups to figure out what might account for the differences
in responses.
Resources
Textbooks
Arens, W.F. (2004). Contemporary advertising (9th ed.) [pp. 341-342, 344347]. New York: McGraw-Hill Irwin.
Boone, G., & Kurtz, D.L. (2009). Contemporary marketing 2009 (p. 501, 546547). Mason, OH: South-Western Cengage Learning.
Clow, K.E, & Baack, D. (2010). Integrated advertising, promotion, and
marketing communications (4th ed.) [pp. 356-359]. Upper Saddle River,
NJ: Prentice Hall.
Etzel, M.J., Walker, B.J., & Stanton, W.J. (2007). Marketing (14th ed.) [pp.
477, 545].Boston: McGraw-Hill/Irwin.
Kotler, P., & Armstrong, G. (2008). Principles of marketing (12th ed.) [pp. 441443]. Upper Saddle River, NJ: Prentice-Hall.
O’Guinn, T.C., Allen, C.T., & Semenik, R.J. (2009). Advertising & integrated
brand promotion (5th ed.) [pp. 652, 656-657 662]. Mason, OH: SouthMarketing Applications Course Guide
© 2012, MBA Research and Curriculum Center®
Section 5
Planning Guide Sheets
Page 5-140
Western Cengage Learning.
Rodman, G. (2010). Mass media in a changing world: History, industry,
controversy (3rd ed.) [pp. 334-335, 347, 352-353]. New York: McGraw
Hill.
Soloman, M. R., Marshall, G. W., & Stuart, E. W. (2008). Marketing: Real
people, real choices (5th ed.) [pp. 429-434]. Upper Saddle River, NJ:
Pearson Prentice Hall.
Software/
Online
Chapter 11: Employee relations. (2007, November 11). Retrieved May 26,
2011, from http://pr-obaira.blogspot.com/2007/11/chapter-11-employeerelations.html
Codella, P. (2008, September 28). Public relations audiences. Retrieved May
26, 2011, from http://www.petecodella.com/public-relations-audiences1000138.htm
Cohn, M. (n.d.). The importance of community relations. Retrieved May 26,
2011, from http://www.evancarmichael.com/Public-Relations/216/TheImportance-of-Community-Relations.html
eReleases. (1998-2010). Choosing the target audience for your PR
campaign. Retrieved May 26, 2011, from
http://www.ereleases.com/prfuel/target-audience-pr-campaign/
Hogan, D. (2009, October 1-2). Reaching shareholders online: Trends and
best practices in online communication and social media in corporate
investor relations. Retrieved May 26, 2011, from
http://www.slideshare.net/dahogan/investor-relations-and-social-media2269369
Jackson Wells. (n.d.). PR toolkit: Community relations basics. Retrieved May
26, 2011, from http://www.jacksonwells.com.au/Community-relationsbasics.ashx
Nikolich, M. (n.d.). PR strategies for maximizing relationships with analysts
and consultants. Retrieved May 26, 2011, from
http://www.tannedfeet.com/IR499.htm
Pincus, A. (2007, July 26). How to build relationships with the media.
Retrieved May 26, 2011, from
http://www.businessweek.com/careers/content/jul2007/ca20070726_730
114.htm
Reference for Business. (2011). Public relations. Retrieved May 26, 2011,
from http://www.referenceforbusiness.com/small/Op-Qu/PublicRelations.html
Rodopoulos, E.A. (2002-2011). Public relations notes. Retrieved May 26,
2011, from http://www.scribd.com/doc/9519424/Public-Relations-Notes
Weinkrantz, W. (2005, July 25). The many publics of public relations.
Retrieved May 29, 2011, from
http://alanweinkrantz.typepad.com/alan_weinkrantz_and_compa/2005/0
7/the_many_public.html
Marketing Applications Course Guide
© 2012, MBA Research and Curriculum Center®
Section 5
The Many Publics in Public Relations
Page 5-141
Date of Interview: _______________________
Name of Person Interviewed: ____________________________________________________
Person’s Job Title: _____________________________________________________________
1.
How does the person use public relations to appeal to company employees? Why is that
important? What topics are used to appeal to employees?
2.
Does the person target communications to the company’s customers? If so, ask for an
example, and find out what topics are targeted to customers.
3.
Does the person target communications to the company’s community? If so, ask for an
example, and find out why it is important.
4.
Does the person target communications to the company’s vendors? If so, ask for an example.
5.
Does the person target communications activities at the larger business community or
industry members? If so, ask for an example, and find out why that is important.
Marketing Applications Course Guide
© 2012, MBA Research and Curriculum Center®
Section 5
Planning Guide Sheets
Page 5-142
Knowledge/
Skill
Statement
Understands the concepts and strategies needed to communicate information
about products, services, images, and/or ideas to achieve a desired outcome
Performance
Element
Understand the use of trade shows/expositions to communicate with targeted
audiences.
Performance
Indicator
Explain how businesses can use trade-show/exposition participation to
communicate with targeted audiences (PR:254) (SUPPLEMENTAL)
Level
Specialist
SCANS
Information 5, Systems 15, Thinking Skills 7
21st Century
Skills
Critical Thinking & Problem Solving 1,2,3,5
Objectives
a.
b.
c.
d.
e.
f.
g.
h.
i.
Performance
Activity
Discuss types of exhibits found at trade shows.
Describe factors that contribute to an exhibit’s visual appeal (e.g., color,
lighting, motion, sound, and smell).
Explain techniques that can be used to increase booth traffic (e.g.,
demonstrations, contests, and giveaways).
Describe types of displays used in exhibits (e.g., pop-up displays, panel
displays, table-top displays, and pull-up displays).
Identify types of giveaways used at exhibits (e.g., canvas totes, bottled
water, pens/pencils, and candy).
Discuss purposes of giving out promotional items at trade shows (e.g.,
help to attract traffic, create recall after the show, and provide contact
information).
Describe pre-show marketing activities that can be used to attract booth
traffic.
Explain marketing activities that can be used during a trade show (e.g.,
live entertainment, hands-on activities, games, prize wheel, drawings,
AV programs, food, cash cube money machine).
Discuss post-show marketing activities that need to be carried out to
increase return on investment.
The performance activity for this performance indicator is combined with that
of the next performance indicator.
Resources
Textbooks
Anderson, R.E., Dubinsky, A.J., & Mehta, R. (2007). Personal selling: Building
customer relationships and partnerships (2nd ed.) [pp. 115, 117]. Boston:
Houghton Mifflin Company.
Arens, W.F. (2004). Contemporary advertising (9th ed.) [pp. 600-602]. New
York: McGraw-Hill Irwin.
Boone, G., & Kurtz, D.L. (2009). Contemporary marketing 2009 (p. 589).
Mason, OH: South-Western Cengage Learning.
Burrow, J.L. (2006). Marketing (2nd ed.) [pp. 182, 332]. Mason, OH:
Thomson/South-Western.
Clark, B., Sobel, J., & Basteri, C.G. (2010). Marketing dynamics: Teacher’s
edition (2nd ed.) [p. 478]. Tinley Park, IL: Goodheart-Willcox Company,
Inc.
Marketing Applications Course Guide
© 2012, MBA Research and Curriculum Center®
Section 5
Planning Guide Sheets
Page 5-143
Clow, K.E, & Baack, D. (2010). Integrated advertising, promotion, and
marketing communications (4th ed.) [pp. 345-346]. Upper Saddle River,
NJ: Prentice Hall.
Etzel, M.J., Walker, B.J., & Stanton, W.J. (2007). Marketing (14th ed.) [p.
543].Boston: McGraw-Hill/Irwin.
Farese, L. S., Kimbrell, G., & Woloszyk, C. A. (2009). Marketing essentials
(pp. 267-268, 370). Woodland Hills, CA: Glencoe/McGraw-Hill.
Kotler, P., & Armstrong, G. (2008). Principles of marketing (12th ed.) [pp. 472473]. Upper Saddle River, NJ: Prentice-Hall.
Lane, W.R., King, K.W., & Russell, J.T. (2005). Kleppner's advertising
procedure (16th ed.) [pp. 345, 440-441]. Upper Saddle River, NJ:
Pearson/Prentice Hall.
Ninemeier, J., & Perdue, J. (2008). Discover hospitality and tourism: The
world’s greatest industry (2nd ed.) [pp. 14, 530-542]. Upper Saddle River,
NJ: Pearson Prentice Hall.
O’Guinn, T.C., Allen, C.T., & Semenik, R.J. (2009). Advertising & integrated
brand promotion (5th ed.) [p. 579]. Mason, OH: South-Western Cengage
Learning.
Soloman, M. R., Marshall, G. W., & Stuart, E. W. (2008). Marketing: Real
people, real choices (5th ed.) [p. 425]. Upper Saddle River, NJ: Pearson
Prentice Hall.
Weitz, B.A., Castleberry, S.B., & Tanner, J.F. (2004). Selling: Building
partnerships (5th ed.) [pp. 190-191, 455-457]. Boston: Irwin/McGraw-Hill.
Software/
Online
Attard, J. (2006). Trade show ideas and tips. Retrieved May 26, 2011, from
http://www.businessknowhow.com/tips/tradeshowideas.htm
O’Kelly, C. (2009, May 29). Selecting the best giveaways for your trade show
booth. Retrieved May 26, 2011, from
http://localmarketingideas.com/selecting-the-best-giveaways-for-yourtrade-show-booth/
Trade-Show-Advisor.com (2005-2011). Success strategies for trade show
booths. Retrieved May 26, 2011, from http://www.trade-showadvisor.com/trade-show-booths.html
Trade-Show-Advisor.com (2005-2011). The impact of trade show booth
graphic elements. Retrieved May 26, 2011, from http://www.trade-showadvisor.com/trade-show-booth-graphic.html
Trade-Show-Advisor.com (2005-2011). Trade show booth ideas that attract
visitors. Retrieved May 26, 2011, from http://www.trade-showadvisor.com/trade-show-booth-ideas.html
Trade-Show-Advisor.com (2005-2011). Trade show exhibit display: 3 seconds
to make an impact. Retrieved May 26, 2011, from http://www.tradeshow-advisor.com/trade-show-exhibit-display.html
Trade-Show-Advisor.com (2005-2011). Trade show promotions. Retrieved
May 26, 2011, from http://www.trade-show-advisor.com/trade-showpromotions.html
TradeShowStuff.com. (2006). Post trade show evaluation and follow-up.
Retrieved May 26, 2011, from
http://www.tradeshowstuff.biz/page.aspx?page_id=25
Wheeler, D. (n.d.). Successful trade show exhibits: Articles. Retrieved May
26, 2011, from http://proexhibits.com/wordpress/
Wheeler, D. (2007, October 30). Which of the five types of trade show
exhibits is right for you? Retrieved May 26, 2011, from
http://searchwarp.com/swa266371.htm
Marketing Applications Course Guide
© 2012, MBA Research and Curriculum Center®
Section 5
Planning Guide Sheets
Page 5-144
Knowledge/
Skill
Statement
Understands the concepts and strategies needed to communicate information
about products, services, images, and/or ideas to achieve a desired outcome
Performance
Element
Understand the use of trade shows/expositions to communicate with targeted
audiences.
Performance
Indicator
Explain considerations used to evaluate whether to participate in trade
shows/expositions (PR:255) (SUPPLEMENTAL)
Level
Specialist
SCANS
Information 5, Systems 15, Thinking Skills 7
21st Century
Skills
Critical Thinking & Problem Solving 1,2,4,5; Information Literacy 1
Objectives
a.
b.
c.
Performance
Activity
Explain reasons for exhibiting at trade shows (e.g., generating sales
leads, making sales at the show, enhancing image and visibility,
reaching a specific audience, establishing a presence in the
marketplace, improving marketing efforts, meeting face-to-face with
customers, prospecting, introducing new products, demonstrating
products, recruiting distributors/dealers, educating the target audience,
and gaining new industry information and contacts).
Describe factors to consider in selecting a trade show (e.g., target
audience, how long the trade show has been held, number of attendees,
geography, timing, cost, and sponsor’s reputation).
Identify sources useful in identifying relevant trade shows.
Invite a business representative who participates in trade shows to talk to the
class. Encourage the speaker to show visuals of a trade show so that
students see diverse exhibits. Ask the person to explain reasons that s/he
participates in trade shows, to identify techniques s/he uses to increase booth
traffic, and to identify types of displays used. Invite the speaker to hand out
giveaways used at exhibits and to explain why those items were chosen for
the exhibit. Tell the speaker to explain pre- and post-show activities in which
s/he engages that are effective. Ask the speaker to explain what factors s/he
considers when deciding whether to exhibit at a trade show and why those
factors influence his/her decision. Invite the speaker to identify sources that
s/he accesses to identify trade shows.
Resources
Textbooks
Anderson, R.E., Dubinsky, A.J., & Mehta, R. (2007). Personal selling: Building
customer relationships and partnerships (2nd ed.) [pp. 115, 117]. Boston:
Houghton Mifflin Company.
Arens, W.F. (2004). Contemporary advertising (9th ed.) [pp. 600-602]. New
York: McGraw-Hill Irwin.
Boone, G., & Kurtz, D.L. (2009). Contemporary marketing 2009 (p. 589).
Mason, OH: South-Western Cengage Learning.
Burrow, J.L. (2006). Marketing (2nd ed.) [pp. 182, 332]. Mason, OH:
Thomson/South-Western.
Clark, B., Sobel, J., & Basteri, C.G. (2010). Marketing dynamics: Teacher’s
edition (2nd ed.) [p. 478]. Tinley Park, IL: Goodheart-Willcox Company,
Marketing Applications Course Guide
© 2012, MBA Research and Curriculum Center®
Section 5
Planning Guide Sheets
Page 5-145
Inc.
Clow, K.E, & Baack, D. (2010). Integrated advertising, promotion, and
marketing communications (4th ed.) [pp. 345-346]. Upper Saddle River,
NJ: Prentice Hall.
Etzel, M.J., Walker, B.J., & Stanton, W.J. (2007). Marketing (14th ed.) [p.
543].Boston: McGraw-Hill/Irwin.
Farese, L. S., Kimbrell, G., & Woloszyk, C. A. (2009). Marketing essentials
(pp. 267-268, 370). Woodland Hills, CA: Glencoe/McGraw-Hill.
Kotler, P., & Armstrong, G. (2008). Principles of marketing (12th ed.) [pp. 472473]. Upper Saddle River, NJ: Prentice-Hall.
Lane, W.R., King, K.W., & Russell, J.T. (2005). Kleppner's advertising
procedure (16th ed.) [pp. 345, 440-441]. Upper Saddle River, NJ:
Pearson/Prentice Hall.
Ninemeier, J., & Perdue, J. (2008). Discover hospitality and tourism: The
world’s greatest industry (2nd ed.) [pp. 514-517, 530-534]. Upper Saddle
River, NJ: Pearson Prentice Hall.
O’Guinn, T.C., Allen, C.T., & Semenik, R.J. (2009). Advertising & integrated
brand promotion (5th ed.) [p. 579]. Mason, OH: South-Western Cengage
Learning.
Soloman, M. R., Marshall, G. W., & Stuart, E. W. (2008). Marketing: Real
people, real choices (5th ed.) [p. 425]. Upper Saddle River, NJ: Pearson
Prentice Hall.
Weitz, B.A., Castleberry, S.B., & Tanner, J.F. (2004). Selling: Building
partnerships (5th ed.) [pp. 190-191, 455-456]. Boston: Irwin/McGraw-Hill.
Software/
Online
Attard, J. (1999-2011). Trade show ideas and tips. Retrieved May 26, 2011,
from http://www.businessknowhow.com/tips/tradeshowideas.htm
Conventions.net (2011). Trade show – benefits. Retrieved May 26, 2011,
from http://www.conventions.net/related_articles/trade_shows_benefitsa57.asp
Higgins, L. (n.d.). 5 steps to selecting a spa trade show. Retrieved May 26,
2011, from http://www.massagemag.com/spa/news/110.php
Thimmesch, M. (2009, October 8). 22 reasons to exhibit at trade shows.
Retrieved May 29, 2011, from http://www.skylinetradeshowtips.com/22reasons-to-exhibit-at-trade-shows/
Smith, M. (2000-2010). Select trade shows for success. Retrieved May 29,
2011, from http://www.presentationpointers.com/showarticle/articleid/349/
Trade-Show-Advisors.com (2005-2011). Trade fair participation: A primer for
successor. Retrieved May 26, 2011, from http://www.trade-showadvisor.com/tradefair.html
TradeShowHandbook.com. (2007). How to select the right trade show.
Retrieved May 26, 2011, from
http://www.tradeshowhandbook.com/selecting-a-tradeshow.html
Marketing Applications Course Guide
© 2012, MBA Research and Curriculum Center®
Section 5
Planning Guide Sheets
Page 5-146
Knowledge/
Skill
Statement
Understands the concepts and strategies needed to communicate information
about products, services, images, and/or ideas to achieve a desired outcome
Performance
Element
Manage promotional activities to maximize return on promotional efforts.
Performance
Indicator
Level
Explain the nature of a promotional plan (PR:073)
SCANS
Information 5-8; Systems 15; Basic Skills 1-2,5-6; Thinking Skills 7,12
21st Century
Skills
Critical Thinking & Problem Solving 1,3
Objectives
a.
b.
c.
d.
e.
Performance
Activity
Obtain and provide students with a copy of a promotional plan. Ask students
to examine the components of the promotional plan and to identify its
strengths and weaknesses. Team up students to brainstorm ways to improve
the plan. Ask the teams to discuss their recommendations with the class.
Specialist
Define promotional plan.
Describe types of promotional plans.
Identify the components of a promotional plan.
Describe internal and external factors that can affect promotional plans.
Explain the need for a promotional plan.
Resources
Textbooks
Burrow, J.L. (2006). Marketing (2nd ed.) [pp. 418-421]. Mason, OH:
Thomson/South-Western.
Clow, K.E, & Baack, D. (2010). Integrated advertising, promotion, and
marketing communications (4th ed.) [pp. 8-12]. Upper Saddle River, NJ:
Prentice Hall.
Kotler, P., & Armstrong, G. (2008). Principles of marketing (12th ed.) [pp. 404412]. Upper Saddle River, NJ: Prentice-Hall.
O’Guinn, T.C., Allen, C.T., & Semenik, R.J. (2009). Advertising & integrated
brand promotion (5th ed.) [pp. 265, 279]. Mason, OH: South-Western
Cengage Learning.
Soloman, M. R., Marshall, G. W., & Stuart, E. W. (2008). Marketing: Real
people, real choices (5th ed.) [p. 387-398, 551]. Upper Saddle River, NJ:
Pearson Prentice Hall.
Software/
Online
Government of Alberta. (n.d.). Developing a promotional plan. Retrieved May
26, 2011, from
http://www.smallbusinessnotes.com/operating/marketing/promotionplan.h
tml
PPAI. (1994-2010). Seven steps to a successful promotional campaign.
Retrieved May 29, 2011, from
http://cdn.ppai.org/Media/Industry%20Information/Seven%20Steps%20to
%20a%20Successful%20Promotional%20Campaign/
Slideshare.net (n.d.). Promotion and IMC planning and strategy. Retrieved
May 26, 2011, from http://www.slideshare.net/dhruvjainonline/imcplanning-strategy-presentation
Small Business Notes. (n.d.). Promotion plan. Retrieved May 26, 2011, from
Marketing Applications Course Guide
© 2012, MBA Research and Curriculum Center®
Section 5
Planning Guide Sheets
Page 5-147
http://www.smallbusinessnotes.com/operating/marketing/promotionplan.h
tml
Stettner, M. (n.d.). How to establish a promotional mix. Retrieved May 26,
2011, from
http://www.esmalloffice.com/SBR_template.cfm?DocNumber=PL12_3600
.htm May 29, 2011, from http://www.pdfio.com/k-208.html#
Waymore, M. (2011). The building blocks of successful integrated marketing
communications plan. Retrieved May 26, 2011, from
http://hubpages.com/hub/The-Building-Blocks-of-Succesful-IMC-Plan
Wirth, R. (2010). Integrated marketing communication. Retrieved May 26,
2011, from http://www.entarga.com/mktgplan/imc.htm
Marketing Applications Course Guide
© 2012, MBA Research and Curriculum Center®
Section 5
Planning Guide Sheets
Page 5-148
Knowledge/
Skill
Statement
Understands the concepts and strategies needed to communicate information
about products, services, images, and/or ideas to achieve a desired outcome
Performance
Element
Manage promotional activities to maximize return on promotional efforts.
Performance
Indicator
Coordinate activities in the promotional mix (PR:076)
Level
Specialist
SCANS
Information 5-8; Systems 15; Basic Skills 1-2,5-6; Thinking Skills 7,12
21st Century
Skills
Critical Thinking & Problem Solving 1,2,3,4,5; Media Literacy 1; Productivity &
Accountability 1
Objectives
Performance
Activity
a.
b.
c.
d.
e.
f.
Identify factors that should be coordinated for promotions.
Identify types of promotional activities that should be coordinated.
Describe ways to coordinate promotional efforts.
Describe the importance of coordinating promotional activities.
Explain procedures for coordinating promotional activities.
Use procedures to coordinate promotional activities.
Ask students to select .a local business of their choice and to interview a
marketing manager to find out what upcoming promotional activities the
business has planned. Tell students to find out what factors the marketing
manager is planning to coordinate and what promotional activities will need to
be coordinated to ensure the effectiveness of the activities. Explain that
students should also find out what ways the marketing manager uses to
coordinate promotional activities and what procedure s/he follows to be sure
everything is properly coordinated. Tell students to use the interview
information as the basis for preparing a written or oral report about how they
would coordinate the business's promotional activities. Have students submit
a written report or make an oral presentation to the class.
Resources
Textbooks
Boone, G., & Kurtz, D.L. (2009). Contemporary marketing 2009 (pp. 61, 489491). Mason, OH: South-Western Cengage Learning.
Burrow, J.L. (2006). Marketing (2nd ed.) [pp. 417-418]. Mason, OH:
Thomson/South-Western.
Clark, B., Sobel, J., & Basteri, C.G. (2010). Marketing dynamics: Teacher’s
edition (2nd ed.) [pp. 494-495]. Tinley Park, IL: Goodheart-Willcox
Company, Inc.
Clow, K.E, & Baack, D. (2010). Integrated advertising, promotion, and
marketing communications (4th ed.) [pp. 16-17, 99-100]. Upper Saddle
River, NJ: Prentice Hall.
Etzel, M.J., Walker, B.J., & Stanton, W.J. (2007). Marketing (14th ed.) [pp.
478-480, 488].Boston: McGraw-Hill/Irwin.
Farese, L. S., Kimbrell, G., & Woloszyk, C. A. (2009). Marketing essentials (p.
373). Woodland Hills, CA: Glencoe/McGraw-Hill.
Kotler, P., & Armstrong, G. (2008). Principles of marketing (12th ed.) [pp. 402418]. Upper Saddle River, NJ: Prentice-Hall.
O’Guinn, T.C., Allen, C.T., & Semenik, R.J. (2009). Advertising & integrated
brand promotion (5th ed.) [pp. 616-617]. Mason, OH: South-Western
Marketing Applications Course Guide
© 2012, MBA Research and Curriculum Center®
Section 5
Planning Guide Sheets
Page 5-149
Cengage Learning.
Soloman, M. R., Marshall, G. W., & Stuart, E. W. (2008). Marketing: Real
people, real choices (5th ed.) [pp. 376, 380, 387-388]. Upper Saddle
River, NJ: Pearson Prentice Hall.
Software/
Online
Adams, F. (n.d.). The impact of logistics planning on sales promotion
outcomes. Retrieved May 26, 2011, from
http://cscmp.org/downloads/public/academics/scmec/Paper13.pdf
Kelly, T. (2009, March 28). Small business promotion: Advertising and PR.
Retreived May 26, 2011, from
http://smallhomebusiness.suite101.com/article.cfm/small_business_prom
otion_advertising_and_pr
Redfusion Media. (2003, November 3). Coordinate your promotional schedule
with your web presence. Retrieved May 26, 2011, from
http://www.redfusionmedia.com/article_coordinate_110303.htm
SAP. (n.d.). Optimize sales & marketing investments: Coordinate sales and
marketing to maximize go-to-market effectiveness. Retrieved May 26,
2011, from
http://www.sap.com/americas/solutions/executiveview/sales/optimizesales-and-marketing/index.epx
Shapiro, B. (2002, October 28). Want a happy customer? Coordinate sales
and marketing. Retrieved May 26, 2011, from
http://hbswk.hbs.edu/item/3154.html
Stettner, M. (n.d.). How to establish a promotional mix. Retrieved May 26,
2011, from
http://www.esmalloffice.com/SBR_template.cfm?DocNumber=PL12_360
0.htm
Marketing Applications Course Guide
© 2012, MBA Research and Curriculum Center®
Section 5
Planning Guide Sheets
Page 5-150
Knowledge/
Skill
Statement
Understands the concepts, systems, and tools needed to gather, access,
synthesize, evaluate, and disseminate information for use in making business
decisions
Performance
Element
Evaluate marketing research procedures and findings to assess their
credibility.
Performance
Indicator
Identify sources of error in a research project (e.g., response errors,
interviewer errors, non-response errors, sample design) (IM:292)
Level
Specialist
SCANS
Information 5,7; Systems 15, 16; Basic Skills 1; Thinking Skills 9
21st Century
Skills
Critical Thinking & Problem Solving 1,2,4,5; Information Literacy 1; Initiative &
Self-Direction 1
Objectives
a.
b.
c.
d.
e.
f.
g.
h.
i.
j.
k.
Performance
Activity
Distinguish between basic and applied research (i.e., generation of
knowledge vs. solving a specific problem).
Explain why business professionals need to be able to distinguish
between good and bad research activities.
Discuss limitations business professionals face regarding applied
research (e.g., time constraints, financial constraints, complex decisionmaking environment).
Explain how researchers can create errors in a research project.
Discuss how interviewers contribute to errors in research design.
Explain how respondents contribute to errors in research design.
Describe how sampling errors affect data quality.
Discuss how non-response errors affect data quality.
Explain how coverage errors affect data quality.
Describe how measurement errors affect data quality.
Discuss how processing errors affect data quality.
Make copies of the handout Are There Any Errors? found on page 5-152—
one per student. Choose one or more of the following marketing research
articles; or locate new or additional articles on http://scholar.google.com.
Perform an Advanced Google Scholar search for marketing research and the
words findings, recommendations, purpose.
http://gsbapps.stanford.edu/researchpapers/library/RP1794.pdf
(customization vs. target marketing)
http://bear.warrington.ufl.edu/weitz/mar7786/Articles/Trusov%20et%20al%20
2009%20social%20network.pdf (word of mouth vs. traditional marketing on
an Internet social network)
http://jiad.org/article103 (consumer reliance on product information and usergenerated Internet content)
http://www.iei.liu.se/program/smio/722a26/group-articles-and-presentationssem-1-and2/1.149502/Marketingresearchmarketorientationandcustomerrelationshipm
anagementaframeworkandimplicationsforserviceproviders_Group_A1_artic
al.pdf
(implications for service providers of marketing research, market
orientation, and customer-relationship management)
http://linkbc.ca/torc/downs1/destinations%20and%20accommodations.pdf
Marketing Applications Course Guide
© 2012, MBA Research and Curriculum Center®
Section 5
Planning Guide Sheets
Page 5-151
(how linked destinations and accommodations are from a customer’s
perspective)
http://business.nmsu.edu/~mhyman/M610_Articles/Belk_QMR_2005.pdf (the
use of videography in marketing and consumer research)
Divide the class into groups of three students each, giving each group the
same or a different article to critique. Ask groups to read the article, and
answer the questions on the handout. When groups are finished, ask a
representative from each group to report the group’s findings. Have students
submit their findings and their copy of the research study to you, or have
students keep the research study in a folder or notebook for future use. (If
students submit the articles to you, keep them for use in a future activity.)
Resources
Textbooks
Aaker, D.A., Kumar, V., & Day, G.S. (2007). Marketing research (9th ed.) [pp.
97-98, 229-234, 379]. Hoboken, NJ: John Wiley & Sons, Inc.
Churchill, G.A., Brown, T.J., & Suter, T.A. (2010). Basic marketing research
(7th ed.) [pp. 56, 278-280, 375-393]. Mason, OH: South-Western
Cengage Learning.
Etzel, M.J., Walker, B.J., & Stanton, W.J. (2007). Marketing (14th ed.) [pp.188,
193].Boston: McGraw-Hill/Irwin.
Hair, J.F.; Wolfinbarger, M.; Ortinau, D.J.; & Bush, R.P. (2008). Essentials of
marketing research (pp. 105-108, 111-112, 114-116, 130, 136-137, 223224, 232). New York, McGraw-Hill Irwin.
Zikmund, W.G., & Babin, B.J. (2010). Exploring marketing research (10th ed.)
[pp. 7, 82-83, 85, 390, 361, 481-487, 491-510, 544-545]. Mason, OH:
South-Western Cengage Learning.
Software/
Online
Andrus, D.M. (n.d.). Marketing research: Exam 1—Lecture 6. Retrieved May
24, 2011, from
http://info.cba.ksu.edu/andrus/mktg642/powerpoints/MRexam1lecture5.P
PT.
Cox, III, E.P. (n.d.). Research for business decisions: An interdisciplinary
approach. Retrieved May 24, 2011, from
http://www.infosurv.com/images/ResearchforBusinessDecisions.pdf
Cui, Wei Wei (2003). Reducing error in mail surveys. Practical Assessment,
Research & Evaluation, 8(18). Retrieved May 24, 2011, from
http://PAREonline.net/getvn.asp?v=8&n=18
Examville. (2007). Survey research: The profound impact of the Internet
Retrieved May 24, 2011, from
http://www.examville.com/examville/Survey%20research,profound%20im
pact%20of%20the%20internet-ID3831
Herek, G.M. (1997-2009). A brief introduction to sampling. Retrieved May 24,
2011, from
http://psychology.ucdavis.edu/rainbow/HTML/fact_sample.html
Minnitt, R.C.A., Rice, P.M., & Spangenberg, C. (2007, June). Part 1:
Understanding the components of the fundamental sampling error: A key
to good sampling practice. Retrieved May 24, 2011, from
www.saimm.co.za/Journal/v107n08p505.pdf
Office of Management and Budget (2001, July). Measuring and reporting
sources of errors in surveys. Retrieved May 24, 2011, from
http://www.fcsm.gov/01papers/SPWP31_final.pdf
StatTrek.com (2011). AP statistics tutorial: Bias in survey sampling. Retrieved
May 24, 2011, from http://stattrek.com/AP-Statistics-2/Survey-SamplingBias.aspx
Marketing Applications Course Guide
© 2012, MBA Research and Curriculum Center®
Section 5
Are There Any Errors?
Purpose of Study:
Method(s) of Data Collection: _____ Observation _____ Survey _____ Focus Group
_____ One-on-one interview _____ Experiment _____ Other_______________________
Who Participated in the Study:
Number of Participants:
How the Sample of Participants Was Chosen:
Differences between Participants and Non-participants:
Type of Research: _____ Exploratory _____ Predictive _____ Causal
Precautions Taken to Limit Interviewer Error:
Precautions Taken to Limit Errors with Questions:
Precautions Taken to Limit Research Error:
Precautions Taken to Limit Respondent Error:
Precautions Taken to Limit Coverage Errors:
Precautions Taken to Limit Processing Errors:
Marketing Applications Course Guide
© 2012, MBA Research and Curriculum Center®
Page 5-152
Section 5
Planning Guide Sheets
Page 5-153
Knowledge/
Skill
Statement
Understands the concepts, systems, and tools needed to gather, access,
synthesize, evaluate, and disseminate information for use in making business
decisions
Performance
Element
Evaluate marketing research procedures and findings to assess their
credibility.
Performance
Indicator
Evaluate questionnaire design (e.g., types of questions, question wording,
routing, sequencing, length, layout) (IM:293)
Level
Specialist
SCANS
Information 5, Systems 15, Basic Skills 1
21st Century
Skills
Critical Thinking & Problem Solving 1,2,4,5; Information Literacy 1
Objectives
a.
b.
c.
d.
e.
f.
g.
Performance
Activity
Identify factors that can impact respondents when answering
questionnaires (e.g., differences in the characteristics being measured,
response styles, ambiguous questions, personal factors such as fatigue,
surveyor’s actions, environment in which the survey is completed,
presence of others when survey completed, physical aspects of the
questionnaire such as spacing provided).
Explain potential problems with the questions on a questionnaire (e.g.,
unfamiliar terminology, vague or imprecise terms, complex sentence
construction, misleading or incorrect assumptions, imprecise or
unqualified verbs, vague noun-phrases).
Describe how questions on a questionnaire should be sequenced.
Discuss how questions on a questionnaire should be written to elicit valid
responses.
Identify factors that create a poor quality question (e.g., unanswerable,
presenting multiple concepts within one question, leading).
Explain steps to follow to evaluate questionnaire design.
Demonstrate procedures for evaluating questionnaire design.
Obtain a questionnaire used in a marketing-research study, and copy it for
students—one per student. Ask students to read through the questionnaire to
determine whether it was well designed. Tell them to record their responses
on the handout entitled Questioning the Questionnaire found on page 5-155.
Ask students to submit the handout to you when they are finished.
Resources
Textbooks
Aaker, D.A., Kumar, V., & Day, G.S. (2007). Marketing research (9th ed.) [pp.
317-338]. Hoboken, NJ: John Wiley & Sons, Inc.
Churchill, G.A., Brown, T.J., & Suter, T.A. (2010). Basic marketing research
(7th ed.) [pp. 200-218, 287-312]. Mason, OH: South-Western Cengage
Learning.
Clark, B., Sobel, J., & Basteri C.G. (2006). Marketing dynamics (p. 238).
Tinley Park, IL: Goodheart-Willcox.
Etzel, M.J., Walker, B.J., & Stanton, W.J. (2007). Marketing (14th ed.) [pp.188,
193].Boston: McGraw-Hill/Irwin.
Farese, L. S., Kimbrell, G., & Woloszyk, C. A. (2009). Marketing essentials
(pp. 619-624). Woodland Hills, CA: Glencoe/McGraw-Hill.
Marketing Applications Course Guide
© 2012, MBA Research and Curriculum Center®
Section 5
Planning Guide Sheets
Page 5-154
Hair, J.F.; Wolfinbarger, M.; Ortinau, D.J.; & Bush, R.P. (2008). Essentials of
marketing research (pp. 169-184). New York, McGraw-Hill Irwin.
Zikmund, W.G., & Babin, B.J. (2010). Exploring marketing research (10th ed.)
[pp. 367-394]. Mason, OH: South-Western Cengage Learning.
Software/
Online
Agriculture and Consumer Protection. (n.d.). Chapter 4: Questionnaire
design. Retrieved May 24, 2011, from
http://www.fao.org/docrep/w3241e/w3241e05.htm
Constructing the questionnaire (2009, July 22). May 24, 2011, from
http://www.scribd.com/doc/17564666/Survey-Research
Duggan, M. (2007, March 1). Designing effective questionnaires and surveys.
Retrieved May 24, 2011, from
http://handouts.aacrao.org/am07/finished/T0415p_M_Duggan.pdf
Effective questionnaires for market research. (1999-2011). Retrieved May 24,
2011, from http://www.allbusiness.com/marketing/market-research/19591.html
Hill, N. (2011). Tips of developing an effective questionnaire. Retrieved May
24, 2011, from
http://www.streetdirectory.com/travel_guide/2244/computers_and_the_in
ternet/tips_for_developing_an_effective_questionnaire.html
Pershing, J.A. (n.d.). Effective reactionnaires: Developing questions.
Retrieved May 24, 2011, from
https://www.indiana.edu/~istr561/knuth/unit2e.shtml (Click on link.)
Questionnaire design (n.d.). Retrieved May 29, 2011, from
http://www.cc.gatech.edu/classes/cs6751_97_winter/Topics/questdesign/
QuickMBA.com (1999-2010). Questionnaire design. Retrieved May 24, 2011,
from http://www.quickmba.com/marketing/research/qdesign/
Walonick, D.S. (1997-2010). Excerpts from: Survival statistics. Retrieved May
24, 2011, from http://www.statpac.com/surveys/surveys.pdf
Marketing Applications Course Guide
© 2012, MBA Research and Curriculum Center®
Section 5
Questioning the Questionnaire
Page 5-155
1. Did you detect any differences in the characteristics being measured? ___ Yes ___ No
If yes, what did you see?
2. Did you notice any differences in the response styles? ___ Yes ___ No
If yes, what did you see?
3. Were there vague/ambiguous questions included? ___ Yes ___ No
If yes, what were they?
4. Was adequate spacing provided on the questionnaire? ___ Yes ___ No
Explain.
5. Did the questionnaire contain unfamiliar terminology? ___ Yes ___ No
If yes, what were the terms?
6. Were any questions worded so that they were too complex to answer? ___ Yes ___No
If yes, which sentences?
7. Did you detect any imprecise or unqualified verbs? ___ Yes ___ No
If yes, what verbs?
8. Were there any vague noun-phrases? ___ Yes ___ No
If yes, what noun-phrases?
9. Were there any misleading/incorrect assumptions in the questions? ___ Yes ___ No
If yes, what were they?
10. Were the questions properly sequenced in the questionnaire? ___ Yes ___ No
Explain.
11. Were the questions written to elicit valid responses? ___ Yes ___ No
Explain.
12. Did you detect any other problems with the questions/questionnaire? Explain.
Marketing Applications Course Guide
© 2012, MBA Research and Curriculum Center®
Section 5
Planning Guide Sheets
Page 5-156
Knowledge/
Skill
Statement
Understands the concepts, systems, and tools needed to gather, access,
synthesize, evaluate, and disseminate information for use in making business
decisions
Performance
Element
Evaluate marketing research procedures and findings to assess their
credibility.
Performance
Indicator
Assess appropriateness of marketing research for the problem/issue (e.g.,
research methods, sources of information, timeliness of information, etc.)
(IM:428)
Level
Specialist
SCANS
Information 5, Systems 15, Basic Skills 1
21st Century
Skills
Critical Thinking & Problem Solving 1,2,4,5; Information Literacy 1; Initiative &
Self-Direction 1
Objectives
a.
b.
c.
d.
e.
f.
g.
h.
i.
j.
Performance
Activity
Identify characteristics of “good” marketing research.
Discuss the benefit of using multiple methods to acquire data.
Explain why marketing researchers should follow the scientific method to
conduct their research.
Describe why marketing researchers must consider the value of
information and its cost.
Explain the need to evaluate the appropriateness of marketing research
for the problem/issue identified.
Discuss the need to evaluate the clarity of the research question.
Explain the need to ensure the appropriateness of the research
methodology (study design, sampling, data collection, measurement,
and analysis) for the research objectives/questions.
Describe the importance of clearly stated findings.
Discuss the need to evaluate the appropriateness of the conclusions and
recommendations based on the research question/study purpose.
Demonstrate procedures for assessing the appropriateness of the
marketing research for the problem/issue.
Obtain copies of the previously used marketing research study from your files
or from students’ files. Make copies of the handout Good to Go?—found on
page 5-158. Explain to students that they are now going to evaluate the
appropriateness of the marketing research for the problem/issue in their
study. Team up students in pairs to answer the questions on the handout. Ask
the teams to submit their completed handout to you.
Resources
Textbooks
Aaker, D.A., Kumar, V., & Day, G.S. (2007). Marketing research (9th ed.)
[pp.16-22, 55-60, 77-96, 306-309]. Hoboken, NJ: John Wiley & Sons.
Boone, G., & Kurtz, D.L. (2009). Contemporary marketing 2009 (pp. 251254). Mason, OH: South-Western Cengage Learning.
Burrow, J.L. (2006). Marketing (2nd ed.) [pp. 128-130]. Mason, OH:
Thomson/South-Western.
Churchill, G.A., Brown, T.J., & Suter, T.A. (2010). Basic marketing research
(7th ed.) [pp. 38-39, 58-59, 62-64, 70-71, 140-142]. Mason, OH: SouthWestern Cengage Learning.
Marketing Applications Course Guide
© 2012, MBA Research and Curriculum Center®
Section 5
Planning Guide Sheets
Page 5-157
Clark, B., Sobel, J., & Basteri, C.G. (2010). Marketing dynamics: Teacher’s
edition (2nd ed.) [pp. 242-245]. Tinley Park, IL: Goodheart-Willcox
Company, Inc.
Etzel, M.J., Walker, B.J., & Stanton, W.J. (2007). Marketing (14th ed.) [pp.
178-181].Boston: McGraw-Hill/Irwin.
Farese, L. S., Kimbrell, G., & Woloszyk, C. A. (2009). Marketing essentials
(pp. 610-612, 614, 617). Woodland Hills, CA: Glencoe/McGraw-Hill.
Hair, J.F.; Wolfinbarger, M.; Ortinau, D.J.; & Bush, R.P. (2008). Essentials of
marketing research (pp. 7-11, 28-33, 51-54, 113-118, 128-130, 146-148,
171-172, 313). New York, McGraw-Hill Irwin.
Zikmund, W.G., & Babin, B.J. (2010). Exploring marketing research (10th ed.)
[pp. 19-20, 48-57, 60-62, 64-65, 96-97]. Mason, OH: South-Western
Cengage Learning.
Software/
Online
Altabet, B. (2005, October 26). How good is market research? Retrieved May
24, 2011, from
http://www.alphabetaplan.com/How%20Good%20Is%20Market%20Rese
arch.pdf
eHow.com. (1999-2011). How to pick a market research methodology.
Retrieved May 24, 2011, from http://www.ehow.com/how_2067463_pickmarket-research-methodology.html
Godbole, M. (2011). Market research methods. Retrieved May 24, 2011, from
http://www.buzzle.com/articles/market-research-methods.html
Isukli, E. (n.d.). Market research, methods, and tools. Retrieved May 24,
2011, from http://ressources.ciheam.org/om/pdf/c61/00800154.pdf
Kinard, D. (2009, February 22). Marketability. Retrieved May 24, 2011, from
http://davidkinard.blogspot.com/2009/02/7-characteristics-of-goodmarketing.html
morebusiness.com. (2009, March 27). Why is market research useful? The
importance of market research. Retrieved May 24, 2011, from
http://www.morebusiness.com/running_your_business/management/Mar
ket-Research.brc
Weinreich, N.K. (n.d.). Integrating quantitative and qualitative methods in
social marketing research. Retrieved May 24, 2011, from
http://www.social-marketing.com/research.html
Marketing Applications Course Guide
© 2012, MBA Research and Curriculum Center®
Section 5
Good to Go?
1. What characteristics of good marketing research did your study contain?
2. Were multiple methods used to acquire data in your study? ___ Yes ___ No
Explain what methods were used.
3. What methods would you have used if you were conducting the study to address the
problem/issue?
4. Was the scientific method used to conduct the research? ___ Yes ___ No
Explain.
5. Was the research question clear to you? ___ Yes ___ No
Explain
6. Was the research methodology appropriate for the study? ___ Yes ___ No
Explain.
7. How would you change the research methodology for the study?
8. Did you understand the research findings? ___ Yes ___ No
Explain.
9. Were the research conclusions and recommendations appropriate for the research
question/study purpose? ___ Yes ___ No
Explain.
Marketing Applications Course Guide
© 2012, MBA Research and Curriculum Center®
Page 5-158
Section 5
Planning Guide Sheets
Page 5-159
Knowledge/
Skill
Statement
Understands the concepts, strategies, and systems used to obtain and
convey ideas and information
Performance
Element
Write internal and external business correspondence to convey and obtain
information effectively.
Performance
Indicator
Write executive summaries (CO:091)
Level
Specialist
SCANS
Information 5-8; Systems 15; Basic Skills 1-2; Thinking Skills 8,12
21st Century
Skills
Communication & Collaboration 1; Critical Thinking & Problem Solving 1,2,5
Objectives
a.
b.
c.
d.
e.
f.
g.
h.
Performance
Activity
Explain the purpose of executive summaries.
Identify the primary audience for executive summaries.
Discuss situations when executive summaries are needed.
Describe the components/format of executive summaries.
Discuss what an executive summary can do to appeal to the audience
(e.g., establish the need or problem, recommend a solution and explain
its value, and create your competitive advantage).
Identify questions to answer when writing an executive summary.
Identify tips that writers can use to appeal to executive-summary
readers.
Demonstrate how to write an executive summary.
Ask students to read the report found at
http://www.b2binternational.com/library/whitepapers/whitepapers04.php, and
write an executive summary of the report. They need to include a concise
statement of findings, specific recommendation for action, and justification for
the proposed action. When they are finished, have them exchange
summaries with a classmate, and discuss their strengths and weaknesses.
Resources
Textbooks
Boone, G., & Kurtz, D.L. (2009). Contemporary marketing 2009 (pp. A-60, A63, A-67). Mason, OH: South-Western Cengage Learning.
Bovée, C. L. & Thill, J. V. (2008). Business communication today (9th ed.)
[pp. 461, 474, 477]. Upper Saddle River, NJ: Pearson Prentice Hall.
Clark, B., Sobel, J., & Basteri, C.G. (2010). Marketing dynamics: Teacher’s
edition (2nd ed.) [p. 747]. Tinley Park, IL: Goodheart-Willcox Company,
Inc. Etzel, M.J., Walker, B.J., & Stanton, W.J. (2007). Marketing (14th
ed.) [p. 568 ].Boston: McGraw-Hill/Irwin
Farese, L. S., Kimbrell, G., & Woloszyk, C. A. (2009). Marketing essentials (p.
33). Woodland Hills, CA: Glencoe/McGraw-Hill.
Kotler, P., & Armstrong, G. (2008). Principles of marketing (12th ed.) [p. A-2].
Upper Saddle River, NJ: Prentice-Hall.
Lehman, C. & DuFrene, D. (2005). Business communication (14th ed.) [pp.
414-415]. Mason, OH: South-Western.
Locker, K.O. (2006). Business and administrative communication (7th ed.) [pp.
431]. New York: McGraw-Hill.
Marketing Applications Course Guide
© 2012, MBA Research and Curriculum Center®
Section 5
Planning Guide Sheets
Page 5-160
Soloman, M. R., Marshall, G. W., & Stuart, E. W. (2008). Marketing: Real
people, real choices (5th ed.) [p.130]. Upper Saddle River, NJ: Pearson
Prentice Hall.
Software/
Online
captureplanning.com (2010). Questions to answer in your executive
summary. Retrieved May 24, 2011, from
http://www.captureplanning.com/articles/13573.cfm
captureplanning.com (2010). Should you write the executive summary first or
last? Retrieved May 24, 2011, from
http://www.captureplanning.com/articles/92131.cfm
Clayton, J. (2003, September 8). Crafting a powerful executive summary.
Retrieved May 24, 2011, from http://hbswk.hbs.edu/archive/3660.html
Colorado State University (1993-2011). Writing guide: Executive summaries.
Retrieved May 24, 2011, from
http://writing.colostate.edu/guides/documents/execsum/
DaminalMonster (2009-2011). How to write the best executive summary.
Retrieved May 24, 2011, from
http://www.ehow.com/how_5609862_write-executive-summary.html
eHow (1999-2011). How to write an executive summary. Retrieved May 24,
2011, from http://www.ehow.com/how_16566_write-executivesummary.html
Kawasaki, G. (2006, April 2). The art of the executive summary. Retrieved
May 24, 2011, from
http://blog.guykawasaki.com/2006/04/the_art_of_the_.html#axzz0jD6vyE
Ks
Lauderdale, J. (2010). The three uses of executive summaries. Retrieved
May 24, 2011, from http://www.captureplanning.com/articles/13572.cfm
RFP Centers (2011). How to write an executive summary? Retrieved May 24,
2011, from http://rfptemplates.technologyevaluation.com/how-to-writean-executive-summary.html
University of Maryland University College (n.d.). Writing across the
disciplines: Executive summaries. Retrieved May 24, 2011, from
http://www.umuc.edu/ewc/pdfs/executive_summary.pdf
Marketing Applications Course Guide
© 2012, MBA Research and Curriculum Center®
Section 5
Planning Guide Sheets
Page 5-161
Knowledge/
Skill
Statement
Understands the economic principles and concepts fundamental to business
operations
Performance
Element
Analyze cost/profit relationships to guide business decision-making.
Performance
Indicator
Analyze the impact of specialization/division of labor on productivity (EC:014,
EC LAP 7) (SUPPLEMENTAL)
Level
Specialist
SCANS
Information 7; Systems 15; Basic Skills 1-2, 5-6; Thinking Skills 12
21st Century
Skills
Financial, Economic, Business and Entrepreneurial Literacy 2, 3; Critical
Thinking and Problem Solving Skills 1, 3, 4; Communication
Objectives
a. Define the following terms: specialization of labor, division of labor, depth
of jobs and scope of jobs.
b. Describe how resources are involved in specialization.
c. Identify forms of specialization of human resources.
d. Describe specialization by trade or profession.
e. Describe specialization by stage of production.
f. Describe specialization by task.
g. Explain the relationship between the depth and scope of a job.
h. Describe the advantages of specialization.
i. Explain the disadvantages of specialization.
j. Describe ways to overcome the disadvantages of specialization.
Performance
Activity
Explain that students are to analyze a job to determine the resources that are
involved in specialization, the form of human resource specialization, the
scope and depth of the job, the advantages/disadvantages in specializing the
work, and steps that could be taken to overcome disadvantages of
specialization. Tell them to write a report of their findings and to submit it to
you.
Resources
LAP
MBAResearch and Curriculum Center (2011). Divide and conquer
(Specialization of labor) [LAP: EC-007]. Columbus, OH: Author.
MBAResearch and Curriculum Center (2011). Divide and conquer
(Specialization of labor) Instructor copy [LAP: EC-007]. Columbus, OH:
Author.
Textbooks
Bovée, C. L. & Thill, J. V. (2008). Business communication today (9th ed.)
[pp. 323-324]. Upper Saddle River, NJ: Pearson Prentice Hall.
Burrow, J.L. (2006). Marketing (2nd ed.) [pp. 11-12, 297]. Mason, OH:
Thomson/South-Western.
Clayton, G.E. (2005). Economics: Principles & Practices (pp. 12, 16, 467).
Columbus, OH: Glencoe/McGraw-Hill.
Dlabay, L.R., Burrow, J.L., & Kleindl, B. (2009). Intro to business (7th ed.) [p.
36-37, 325-326]. Mason, OH: South-Western Cengage Learning.
Farese, L. S., Kimbrell, G., & Woloszyk, C. A. (2009). Marketing essentials (p.
53, 115). Woodland Hills, CA: Glencoe/McGraw-Hill.
McConnell, C.R. & Brue, S.L. (2005). Economics: Principles, problems, and
Marketing Applications Course Guide
© 2012, MBA Research and Curriculum Center®
Section 5
Planning Guide Sheets
Page 5-162
policies (16th ed.) [pp. 63, 96-99, 404-405, 691-696]. New York: McGrawHill/Irwin.
Miller, R.L. (2005). Economics: Today and tomorrow (pp. 280, 475, 488).
Columbus, OH: Glencoe/McGraw-Hill.
O’Sullivan, A. & Sheffrin, S.M. (2003). Economics: Principles in action (pp.
28-29, 109, 328-329, 445-447). Upper Saddle River, NJ: Prentice Hall.
Sexton, R.L. (2003). Essentials of economics (pp. 34-35, 433-435). Mason,
OH: Thomson/South-Western.
Software/
Online
AmosWEB. (2000-2011). Division of labor. Retrieved May 24, 2011, from
http://www.amosweb.com/cgibin/awb_nav.pl?s=wpd&c=dsp&k=division+of+labor
AmosWEB. (2000-2011). Specialization. Retrieved May 24, 2011, from
http://www.amosweb.com/cgibin/awb_nav.pl?s=wpd&c=dsp&k=specialization
Answers.com. (2011). Business dictionary:Job depth. Retrieved May 24,
2011, from http://www.answers.com/topic/job-depth
Johnson, P.M. (1994-2005). Division of labor. Retrieved May 24, 2011, from
http://www.auburn.edu/~johnspm/gloss/division_of_labor
eNotes.com (2011). Division of labor. Retrieved May 24, 2011from
http://www.enotes.com/business-finance-encyclopedia/division-labor
Price, R.G. (2004). Division of labor, assembly line thought —the paradox of
democratic capitalism. Retrieved May 24, 2011, from
http://rationalrevolution.net/articles/division_of_labor.htm
MBAResearch and Curriculum Center (2011). Divide and conquer
(Specialization of labor) [LAP: EC-007—Presentation Software].
Columbus, OH: Author.
Niederhoffer, V. (2006, September 11). Specialization and the division of
labor. Retrieved May 24, 2011, from
http://www.dailyspeculations.com/vic/Division.html
Marketing Applications Course Guide
© 2012, MBA Research and Curriculum Center®
Section 5
Key Points
Briefing: Specialization/Division of Labor
Page 5-163
Define specialization.
The process of making the best use of resources in the production of goods
and services
We specialize in the production of certain goods and services and exchange
them for other goods and services.
If you decided to produce all the goods and services you needed, rather than
producing some and trading for others, you would have less time to devote to
the production of any one item, resulting in production of fewer items than if
you’d specialized.
Explain how resources are involved in specialization.
Natural resources: We locate businesses where they can be the most
successful (e.g., ski lodge in the mountains close to the slopes, orange
groves in states with warm climates.
Capital goods: Specialized capital goods contribute to increased production
(e.g., use of robots on assembly lines).
Human resources: This occurs when people use their different skills and
abilities in jobs for which they are best suited. People should do what they do
best so that the most goods and services can be produced.
Discuss main forms of specialization of human resources.
Specialization by trade or profession: This is the type of work you perform to
earn a living (e.g., teachers, farmers, doctors, plumbers, artists, etc.).
Specialization by stage of production: This form occurs when more than one
state of production is needed to change a raw material into a finished product.
Specialization by task: This form occurs when jobs are so specialized by a
worker does only one small part of the total job (e.g., in a textile mill, one
worker cleans wool, another spins it into yarn, another dyes the yarn, and
another weaves it into a woolen fabric). This type of specialization is also
known as division of labor.
Explain the scope of jobs.
Defined as the number of different operations you do on the job and the
frequency with which you do them
The lower your task level, the lower the scope of the job
Example:
Low scope: The job is to put doors on cars on an assembly line.
Higher scope: The job is to put doors on cars, put seats in cars, and
check the steering mechanism.
Describe the depth of jobs.
Defined as the amount of control you have over the tasks that you do
Example:
Low depth: There are strict guidelines you must follow, and you make
very few decisions.
High depth: You follow general guidelines and set your own pace.
Marketing Applications Course Guide
© 2012, MBA Research and Curriculum Center®
Section 5
Briefing: Specialization/Division of Labor
Page 5-164
Discuss how the scope and depth of jobs can change with a specific task.
Example: How a manager’s scope and depth can change during one day.

The manager chooses advertising design and layout scheme for an upcoming
promotion (high depth, high scope)

The manager makes out the weekly work schedule for employees (high
depth, low scope)

The manager signs employee time cards (low depth, low scope)

The manager evaluates employee performance according to the owner’s
standards (low depth, high scope)

The scope and depth of certain jobs within a company can change more than
that of another employee in the same company.
Identify advantages to specialization.

Simplified worker training

Increased employee interest and satisfaction

Increased production rates

Increased level of skill

Increased quality of work

Ease of transferring to a similar job
Identify disadvantages associated with specialization.


Increased interdependency

Increased boredom on the job

Decreased pride in work

Decreased morale and enthusiasm for the job

Increased chance of obsolescence because of technological advances
High degree of specialization may cause difficulty transferring or obtaining
another job
Explain ways that businesses combat the disadvantages associated with
specialization.

Job enlargement: Management may combine job tasks to restore wholeness
(e.g., instead of limiting salespeople strictly to selling merchandise, their jobs
may be enlarged to help with displays, restocking merchandise, etc.).

Job rotation: Managers may also rotate employees periodically so that they
learn new job tasks and see how their old tasks relate to the new tasks.

Job enrichment: Managers add interest to a task to increase a job’s depth,
allowing workers to make more decision, set their own pace, and supervise
others.
●
Job satisfaction: Managers may ask for and use employee suggestions; allow
flexible or alternative work schedules; praise work well done; and provide cash
incentives, contests, and bonuses.
Marketing Applications Course Guide
© 2012, MBA Research and Curriculum Center®
Section 5
Planning Guide Sheets
Page 5-165
Knowledge/
Skill
Statement
Understands the economic principles and concepts fundamental to business
operations
Performance
Element
Analyze cost/profit relationships to guide business decision-making.
Performance
Indicator
Explain the concept of organized labor and business (EC:015, EC LAP 5)
(SUPPLEMENTAL)
Level
Specialist
SCANS
Information 7; Interpersonal 9,13; Systems 15; Basic Skills 1-2, 5-6; Thinking
Skills 8,12
21st Century
Skills
Financial, Economic, Business and Entrepreneurial Literacy 2; Critical
Thinking and Problem Solving Skills 1, 3; Communication
Objectives
a. Define the following terms: labor union, local, national, federation,
collective bargaining, strikes, picketing, boycotts, featherbedding,
lockouts, injunctions and strikebreakers.
b. Identify reasons that labor unions form.
c. Identify types of labor issues.
d. Classify types of unions.
e. Describe levels of union organization.
f. Describe types of union organization.
g. Describe the collective bargaining process.
h. Explain types of union negotiation strategies.
i. Describe types of management negotiation strategies.
j. Explain the effects of unionism on workers.
k. Describe the effects of unionism on businesses.
Performance
Activity
Have students search the Internet for information about unions—their
benefits, requirements, pressure strategies, etc. Tell them to print a copy of
their findings. Ask them to evaluate the information obtained to determine
whether they would want to be a union member. Have them write a paper
persuading others to support their point of view. Ask them to attach the
printed Internet information to their papers, and submit them to you.
Resources
LAP
MBA Research and Curriculum Center (2011). Get united [LAP: EC-005].
Columbus, OH: Author.
MBA Research and Curriculum Center (2011). Get united: Instructor copy
[LAP: EC-005]. Columbus, OH: Author.
Textbooks
Bovée, C. L., & Thill, J.V. (2008). Business in action (4th ed.) [pp. 369-373].
Upper Saddle River, NJ: Pearson Prentice Hall.
Clayton, G.E. (2005). Economics: Principles & Practices (pp. 76-77, 194-198,
200-203, 211-213). Columbus, OH: Glencoe/McGraw-Hill.
Dessler, G., & Varkkey, B. (2009). Human resource management (11th ed.)
[pp. 603-620]. New Dehli, India: Dorling Kindersley.
Dlabay, L.R., Burrow, J.L., & Kleindl, B. (2009). Intro to business (7th ed.) [p.
191]. Mason, OH: South-Western Cengage Learning.
Marketing Applications Course Guide
© 2012, MBA Research and Curriculum Center®
Section 5
Planning Guide Sheets
Page 5-166
McConnell, C.R. & Brue, S.L. (2005). Economics: Principles, problems, and
policies (16th ed.) [pp. 528-532, 650-657]. New York: McGraw-Hill/Irwin.
Miller, R.L. (2005). Economics: Today and tomorrow (pp. 321-333).
Columbus, OH: Glencoe/McGraw-Hill.
O’Sullivan, A. & Sheffrin, S.M. (2003). Economics: Principles in action (pp.
225-234). Upper Saddle River, NJ: Prentice Hall.
Rue, L.W., & Byars, L.L. (2006). Business management: Real-world
applications & connections (pp. 126-129). New York: Glencoe/McGrawHill.
Sexton, R.L. (2003). Essentials of economics (pp. 223-225). Mason, OH:
Thomson/South-Western.
Software/
Online
Cornell University Law School. (n.d.). Collective bargaining and labor
arbitration: An overview. Retrieved May 24, 2011, from
http://topics.law.cornell.edu/wex/collective_bargaining
Encyclopedia of Small Business. (2011). Labor unions. Retrieved May 24,
2011, from http://www.referenceforbusiness.com/small/Inc-Mail/LaborUnions.html
MBA Research and Curriculum Center (2011). Get United [LAP: EC-005—
Presentation Software]. Columbus, OH: Author.
Reynolds, M.O. (2008). Labor unions. Retrieved May 24, 2011, from
http://www.econlib.org/Library/Enc/LaborUnions.html
Siasoco, R.V. (2007). Hard labor: How unions fought to honor the American
worker. Retrieved May 24, 2011from
http://www.factmonster.com/spot/labor1.html
Smith, S.E. (2003-2011). What is a picket? Retrieved May 24, 2011, from
http://www.wisegeek.com/what-is-a-picket.htm
Marketing Applications Course Guide
© 2012, MBA Research and Curriculum Center®
Section 5
Planning Guide Sheets
Page 5-167
Knowledge/
Skill
Statement
Understands the economic principles and concepts fundamental to business
operations
Performance
Element
Analyze cost/profit relationships to guide business decision-making.
Performance
Indicator
Explain the impact of the law of diminishing returns (EC:023)
Level
Specialist
SCANS
Information 5,7; Systems 15; Basic Skills 1-2, 4-6; Thinking Skills 9,12
21st Century
Skills
Financial, Economic, Business and Entrepreneurial Literacy 2; Critical
Thinking and Problem Solving Skills 1, 3; Communication
Objectives
a. Define the following terms: stages of production, theory of production,
production function, increasing returns, diminishing returns, law of
diminishing returns, law of variable proportions, marginal product
negative returns, marginal cost, total revenue, and marginal revenue.
b. Explain the stages of production.
c. Describe the impact of the law of diminishing returns on production
decisions.
d. Explain how total revenue and marginal revenue are used to determine
the amount of output that will generate the most profit.
Performance
Activity
Obtain scissors and tape for each group of three students, using half the
class. Make 25 copies of the box handout provided on page 5-169 for each
group. (Cut on solid lines; fold on dotted lines.) Explain how to construct a box
using the pattern on the handout. Divide the class into groups of three
students each. Ask each group to determine the number of boxes that can be
made by its group in one minute. Continue the construction process, adding
one worker at a time to each group and checking productivity at one-minute
intervals. Ask the groups to determine the point at which the additional person
does not increase productivity. Discuss how the principle of diminishing
returns relates to productivity.
Or, have students complete the project entitled Have You Had Enough?
provided on p. 6-9.
Resources
Textbooks
Abel, A. B., & Bernanke, B. S. (2005). Macroeconomics (5th ed.) [pp. 63-77].
New York: Pearson Addison Wesley.
Bovée, C. L. & Thill, J. V. (2008). Business communication today (9th ed.)
[pp. 90-93]. Upper Saddle River, NJ: Pearson Prentice Hall.
Clark, B., Sobel, J., & Basteri, C.G. (2010). Marketing dynamics: Teacher’s
edition (2nd ed.) [pp. 289-294]. Tinley Park, IL: Goodheart-Willcox
Company, Inc.
Clayton, G.E. (2005). Economics: Principles & Practices (pp. 124-125, 130).
Columbus, OH: Glencoe/McGraw-Hill.
Dlabay, L.R., Burrow, J.L., & Kleindl, B. (2009). Intro to business (7th ed.) [pp.
318-326]. Mason, OH: South-Western Cengage Learning.
Farese, L. S., Kimbrell, G., & Woloszyk, C. A. (2009). Marketing essentials
Marketing Applications Course Guide
© 2012, MBA Research and Curriculum Center®
Section 5
Planning Guide Sheets
Page 5-168
(pp. 114-115). Woodland Hills, CA: Glencoe/McGraw-Hill.
Ivancevich, J. M., & Duening, T. N. (2007). Business principles, guidelines,
and practices (2nd ed.) [pp. 230-231]. Mason, OH: Thomson.
McConnell, C.R. & Brue, S.L. (2005). Economics: Principles, problems, and
policies (16th ed.) [pp. 395-402, 415-426]. New York: McGraw-Hill/Irwin.
Miller, R.L. (2005). Economics: Today and tomorrow (p. 192). Columbus, OH:
Glencoe/McGraw-Hill.
O’Sullivan, A. & Sheffrin, S.M. (2003). Economics: Principles in action (pp.
108-114). Upper Saddle River, NJ: Prentice Hall.
Rue, L.W., & Byars, L.L. (2006). Business management: Real-world
applications & connections (pp. 264, 266-267, 310, 452). New York:
Glencoe/McGraw-Hill.
Sexton, R.L. (2003). Essentials of economics (pp. 145-151, 167-169, 190193). Mason, OH: Thomson/South-Western.
Software/
Online
AmosWEB. (2000-2011). Law of diminishing marginal returns. Retrieved May
24, 2011, from http://www.amosweb.com/cgibin/awb_nav.pl?s=wpd&c=dsp&k=law+of+diminishing+marginal+returns
AmosWEB. (2000-2011). Marginal cost. Retrieved May 24, 2011, from
http://www.amosweb.com/cgibin/awb_nav.pl?s=wpd&c=dsp&k=marginal+cost
AmosWEB. (2000-2011). Marginal product. Retrieved May 24, 2011, from
http://www.amosweb.com/cgibin/awb_nav.pl?s=wpd&c=dsp&k=marginal+product
AmosWEB. (2000-2011). Marginal revenue. Retrieved May 24, 2011, from
http://www.amosweb.com/cgibin/awb_nav.pl?s=wpd&c=dsp&k=marginal+revenue
AmosWEB. (2000-2011). Production function. Retrieved May 24, 2011, from
http://www.amosweb.com/cgibin/awb_nav.pl?s=wpd&c=dsp&k=production+function
AmosWEB. (2000-2011). Total revenue. Retrieved May 24, 2011, from
http://www.amosweb.com/cgibin/awb_nav.pl?s=wpd&c=dsp&k=total+revenue
Biz/ed. (1996-2011). The nature of production—Stages of production.
Retrieved May 24, 2011, from
http://www.bized.co.uk/educators/level2/busactivity/activity/production12.
htm
Johnson, P.M. (1994-2005). Diminishing returns, law of. Retrieved May 24,
2011, from
http://www.auburn.edu/~johnspm/gloss/diminishing_returns_law_of
tutor2u. (n.d.). Profit and sales revenue maximisation using total cost and
total revenue curves. Retrieved May 24, 2011, from
http://tutor2u.net/economics/content/topics/buseconomics/objectives_prof
itmax.htm
tutor2u. (n.d.). Stages of production. Retrieved May 24, 2011, from
http://tutor2u.net/business/gcse/production_stages.htm
Marketing Applications Course Guide
© 2012, MBA Research and Curriculum Center®
Section 5
Box Pattern Handout
Marketing Applications Course Guide
© 2012, MBA Research and Curriculum Center®
Page 5-169
Section 5
Planning Guide Sheets
Page 5-170
Knowledge/
Skill
Statement
Understands the economic principles and concepts fundamental to business
operations
Performance
Element
Understand economic indicators to recognize economic trends and
conditions.
Performance
Indicator
Describe the economic impact of inflation on business (EC:083)
Level
Specialist
SCANS
Information 5,7-8; Systems 15; Technology 19; Basic Skills 1-2,4-6; Thinking
Skills 8,12
21st Century
Skills
Financial, Economic, Business and Entrepreneurial Literacy 2; Critical
Thinking and Problem Solving Skills 1, 3; Communication
Objectives
a.
b.
c.
d.
e.
f.
g.
h.
i.
j.
k.
l.
Performance
Activity
Define the following terms: inflation, inflation rate, deflation, Consumer
Price Index, standard of living, targeted inflation rate, and price stability.
Describe causes of inflation.
Explain how inflation impacts the economy.
Describe the relationship between price stability and inflation.
Explain problems associated with deflation.
Discuss reasons why the inflation rate should be above zero.
Explain how businesses can use the Consumer Price Index.
Discuss the purpose of the Consumer Price Index (CPI).
Describe how the Consumer Price Index is determined.
Identify the major kinds of consumer spending that make up the
Consumer Price Index.
Explain how the Consumer Price Index is used to find the rate of
inflation.
Describe limitations on the use of the Consumer Price Index.
Have students interpret the Consumer Price Index over a 10-year period and
to draw conclusions about the prices of food, clothing, and medical care. Tell
them to collaborate with a partner to discuss their findings and conclusions.
Resources
Textbooks
Abel, A. B., & Bernanke, B. S. (2005). Macroeconomics (5th ed.) [pp. 6-8, 4950, 400-408, 455-462]. New York: Pearson Addison Wesley.
Boone, G., & Kurtz, D.L. (2009). Contemporary marketing 2009 (pp. 87-88).
Mason, OH: South-Western Cengage Learning.
Bovée, C. L., & Thill, J.V. (2008). Business in action (4th ed.) [pp.19-20].
Upper Saddle River, NJ: Pearson Prentice Hall.
Burrow, J.L. (2006). Marketing (2nd ed.) [pp. 494-495]. Mason, OH:
Thomson/South-Western.
Clark, B., Sobel, J., & Basteri, C.G. (2010). Marketing dynamics: Teacher’s
edition (2nd ed.) [pp. 117-120]. Tinley Park, IL: Goodheart-Willcox
Company, Inc.
Clayton, G.E. (2005). Economics: Principles & Practices (pp. 389-392).
Columbus, OH: Glencoe/McGraw-Hill.
Clayton, G.E. & Giesbrecht, M.G. (2004). A guide to everyday economic
statistics (6th ed.) [pp. 6, 105-109]. New York: McGraw-Hill/Irwin.
Marketing Applications Course Guide
© 2012, MBA Research and Curriculum Center®
Section 5
Planning Guide Sheets
Page 5-171
Dlabay, L.R., Burrow, J.L., & Kleindl, B. (2009). Intro to business (7th ed.) [pp.
40-41, 489]. Mason, OH: South-Western Cengage Learning.
Farese, L. S., Kimbrell, G., & Woloszyk, C. A. (2009). Marketing essentials (p.
62, 64). Woodland Hills, CA: Glencoe/McGraw-Hill.
McConnell, C.R. & Brue, S.L. (2005). Economics: Principles, problems, and
policies (16th ed.) [pp. 141-148]. New York: McGraw-Hill/Irwin.
Miller, R.L. (2005). Economics: Today and tomorrow (pp. 454-455).
Columbus, OH: Glencoe/McGraw-Hill.
Miller, R.L., & Stafford, A.D. (2010). Economic education for consumers (4th
ed.) [p. 581]. Mason, OH: South-Western Cengage Learning.
O’Sullivan, A. & Sheffrin, S.M. (2003). Economics: Principles in action (pp.
338-343). Upper Saddle River, NJ: Prentice Hall.
Sexton, R.L. (2003). Essentials of economics (pp. 259-263). Mason, OH:
Thomson/South-Western.
Software/
Online
AmosWEB. (2000-2011). Consumer Price Index. Retrieved May 24, 2011,
from http://www.amosweb.com/cgibin/awb_nav.pl?s=wpd&c=dsp&k=Consumer+Price+Index
AmosWEB. (2000-2011). Deflation. Retrieved May 24, 2011, from
http://www.amosweb.com/cgi-bin/awb_nav.pl?s=wpd&c=dsp&k=deflation
AmosWEB. (2000-2011). Inflation. Retrieved May 24, 2011, from
http://www.amosweb.com/cgi-bin/awb_nav.pl?s=wpd&c=dsp&k=inflation
AmosWEB. (2000-2011). Inflation rate. Retrieved May 24, 2011, from
http://www.amosweb.com/cgibin/awb_nav.pl?s=wpd&c=dsp&k=inflation+rate
AmosWEB. (2000-2011). Price stability. Retrieved May 24, 2011, from
http://www.amosweb.com/cgibin/awb_nav.pl?s=wpd&c=dsp&k=price+stability
Cross-Curricular Connections. (2011). The CPI—A crystal ball? Retrieved
May 24, 2011, from
http://www.econedlink.org/lessons/index.cfm?lesson=EM255&page=teac
her
InflationData.com. (2003-2011). Consumer price index. Retrieved May 24,
2011, from
http://inflationdata.com/Inflation/Consumer_Price_Index/CPI.asp
Land and Freedom Economic Lessons. (n.d.). The business cycle: 2.
Inflation. Retrieved May 24, 2011, from
http://www.landandfreedom.org/econ/econ11f.htm
McMahon, T. (2008, July 16). Inflation cause and effect. May 24, 2011, from
http://www.inflationdata.com/inflation/Articles/Inflation_cause_and_effect.
asp
Niederjohn, S. (2009, January 6). Was Babe Ruth underpaid ? Retrieved May
24, 2011, from
http://www.econedlink.org/lessons/index.php?lesson=604&page=teacher
Marketing Applications Course Guide
© 2012, MBA Research and Curriculum Center®
Section 5
Planning Guide Sheets
Page 5-172
Knowledge/
Skill
Statement
Understands the economic principles and concepts fundamental to business
operations
Performance
Element
Understand economic indicators to recognize economic trends and
conditions.
Performance
Indicator
Explain the concept of Gross Domestic Product (GDP) (EC:017, EC LAP 1)
Level
Specialist
SCANS
Information 5,7-8; Systems 15; Technology 19; Basic Skills 1-2,4-6; Thinking
Skills 8,12
21st Century
Skills
Financial, Economic, Business and Entrepreneurial Literacy 2; Critical
Thinking and Problem Solving Skills 1, 3; Communication
Objectives
a. Define the following terms: gross domestic product (GDP), personal
consumption expenditures, gross private domestic investment,
government purchases of goods and services, net exports of goods and
services, trade deficit, trade surplus, uncounted production, underground
economy, and double counting.
b. Identify the categories of goods and services that make up GDP.
c. Describe problems encountered in calculating GDP.
d. Explain the importance of a country's GDP.
e. Describe ways to increase GDP.
f. Describe how the government responds to changes in GDP.
g. Describe ways that businesses respond to changes in GDP.
Performance
Activity
Ask students to assume that the United States is in a recessionary period and
that consumers are worried about losing their jobs and experiencing a
reduction in wages. Tell them to explain in a brief paragraph how this fear
among consumers will be reflected in GDP. Have students submit the
paragraph to you.
Resources
LAP
MBA Research and Curriculum Center (2011). Measure up [LAP: EC-001].
Columbus, OH: Author.
MBA Research and Curriculum Center (2011). Measure up: Instructor copy
[LAP: EC-001]. Columbus, OH: Author.
Textbooks
Abel, A. B., & Bernanke, B. S. (2005). Macroeconomics (5th ed.) [pp. 28-32].
New York: Pearson Addison Wesley.
Bovée, C. L., & Thill, J.V. (2008). Business in action (4th ed.) [p. 20]. Upper
Saddle River, NJ: Pearson Prentice Hall.
Burrow, J.L. (2006). Marketing (2nd ed.) [pp. 482, 494]. Mason, OH:
Thomson/South-Western.
Clark, B., Sobel, J., & Basteri, C.G. (2010). Marketing dynamics: Teacher’s
edition (2nd ed.) [pp. 114-116]. Tinley Park, IL: Goodheart-Willcox
Company, Inc.
Clayton, G.E. (2005). Economics: Principles & Practices (pp. 341-344, 350368). Columbus, OH: Glencoe/McGraw-Hill.
Clayton, G.E. & Giesbrecht, M.G. (2004). A guide to everyday economic
Marketing Applications Course Guide
© 2012, MBA Research and Curriculum Center®
Section 5
Planning Guide Sheets
Page 5-173
statistics (6th ed.) [pp. 15-27]. New York: McGraw-Hill/Irwin.
Dlabay, L.R., Burrow, J.L., & Kleindl, B. (2009). Intro to business (7th ed.) [pp.
34-35, 38, 40]. Mason, OH: South-Western Cengage Learning.
Farese, L. S., Kimbrell, G., & Woloszyk, C. A. (2009). Marketing essentials
(pp. 61-63). Woodland Hills, CA: Glencoe/McGraw-Hill.
McConnell, C.R. & Brue, S.L. (2005). Economics: Principles, problems, and
policies (16th ed.) [pp. 112-126]. New York: McGraw-Hill/Irwin.
Miller, R.L. (2005). Economics: Today and tomorrow (pp. 343-348).
Columbus, OH: Glencoe/McGraw-Hill.
Miller, R.L., & Stafford, A.D. (2010). Economic education for consumers (4th
ed.) [pp. 580-581]. Mason, OH: South-Western Cengage Learning.
O’Sullivan, A. & Sheffrin, S.M. (2003). Economics: Principles in action (pp.
57-58, 301-324). Upper Saddle River, NJ: Prentice Hall.
Sexton, R.L. (2003). Essentials of economics (pp. 272-292). Mason, OH:
Thomson/South-Western.
Software/
Online
AmosWEB. (2000-2011). Double counting. Retrieved May 24, 2011, from
http://www.amosweb.com/cgibin/awb_nav.pl?s=wpd&c=dsp&k=double+counting
AmosWEB. (2000-2011). Government purchases. Retrieved May 24, 2011,
from http://www.amosweb.com/cgibin/awb_nav.pl?s=wpd&c=dsp&k=government+purchases
AmosWEB. (2000-2011). Gross private domestic investment. Retrieved May
24, 2011, from http://www.amosweb.com/cgibin/awb_nav.pl?s=wpd&c=dsp&k=gross+private+domestic+investment
AmosWEB. (2000-2011). Gross Domestic Product. Retrieved May 24, 2011,
from http://www.amosweb.com/cgibin/awb_nav.pl?s=wpd&c=dsp&k=gross+domestic+product
AmosWEB. (2000-2011). Net exports of goods and services. Retrieved May
24, 2011, from http://www.amosweb.com/cgibin/awb_nav.pl?s=wpd&c=dsp&k=net+exports+of+goods+and+services
AmosWEB. (2000-2011). Personal consumption expenditures. Retrieved May
24, 2011, from http://www.amosweb.com/cgibin/awb_nav.pl?s=wpd&c=dsp&k=personal+consumption+expenditures
AmosWEB. (2000-2011). Underground economy. Retrieved May 24, 2011,
from http://www.amosweb.com/cgibin/awb_nav.pl?s=wpd&c=dsp&k=underground+economy
MBA Research and Curriculum Center (2011). Measure up [LAP: EC-001—
Presentation Software]. Columbus, OH: Author.
Investopedia. (2011). What is GDP and why is it so important? Retrieved May
24, 2011, from http://www.investopedia.com/ask/answers/199.asp
QuickMBA. (1999-2010). Gross Domestic Product (GDP). Retrieved May 24,
2011, from http://www.quickmba.com/econ/macro/gdp/
Marketing Applications Course Guide
© 2012, MBA Research and Curriculum Center®
Section 5
Planning Guide Sheets
Page 5-174
Knowledge/
Skill
Statement
Understands the economic principles and concepts fundamental to business
operations
Performance
Element
Understand economic indicators to recognize economic trends and
conditions.
Performance
Indicator
Discuss the impact of a nation’s unemployment rates (EC:082) (SP)
Level
Specialist
SCANS
Information 5,7; Systems 15; Basic Skills 1-2, 5-6; Thinking Skills 11-12
21st Century
Skills
Financial, Economic, Business and Entrepreneurial Literacy 2; Critical
Thinking and Problem Solving Skills 1, 3; Communication
Objectives
a. Define the following terms: unemployment rate, frictional unemployment,
structural unemployment, cyclical unemployment, seasonal
unemployment, technological unemployment, and full employment.
b. Discuss individual costs of unemployment.
c. Describe economic benefits of unemployment.
d. Explain theories of the causes of unemployment.
e. Explain why the unemployment rate understates employment conditions.
f. Describe the costs of unemployment for a nation.
Performance
Activity
Tell students to determine the state’s current unemployment rate and to
compare this with the national unemployment rate. Ask them to identify ways
that the state’s fiscal policy might account for the differences identified.
Discuss student findings and conclusions as a large group.
Resources
Textbooks
Abel, A. B., & Bernanke, B. S. (2005). Macroeconomics (5th ed.) [pp. 94-101].
New York: Pearson Addison Wesley.
Clark, B., Sobel, J., & Basteri, C.G. (2010). Marketing dynamics: Teacher’s
edition (2nd ed.) [pp. 121-122]. Tinley Park, IL: Goodheart-Willcox
Company, Inc.
Clayton, G.E. (2005). Economics: Principles & Practices (pp. 382-387).
Columbus, OH: Glencoe/McGraw-Hill.
Clayton, G.E. & Giesbrecht, M.G. (2004). A guide to everyday economic
statistics (6th ed.) [pp. 70-75]. New York: McGraw-Hill/Irwin.
Dlabay, L.R., Burrow, J.L., & Kleindl, B. (2009). Intro to business (7th ed.) [p.
36]. Mason, OH: South-Western Cengage Learning.
Farese, L. S., Kimbrell, G., & Woloszyk, C. A. (2009). Marketing essentials (p.
64). Woodland Hills, CA: Glencoe/McGraw-Hill.
McConnell, C.R. & Brue, S.L. (2005). Economics: Principles, problems, and
policies (16th ed.) [pp. 135-140]. New York: McGraw-Hill/Irwin.
Miller, R.L. (2005). Economics: Today and tomorrow (pp. 451-453).
Columbus, OH: Glencoe/McGraw-Hill.
Miller, R.L., & Stafford, A.D. (2010). Economic education for consumers (4th
ed.) [pp. 581-582]. Mason, OH: South-Western Cengage Learning.
O’Sullivan, A. & Sheffrin, S.M. (2003). Economics: Principles in action (pp.
212-213, 331-336, 351). Upper Saddle River, NJ: Prentice Hall.
Sexton, R.L. (2003). Essentials of economics (pp. 246-258). Mason, OH:
Marketing Applications Course Guide
© 2012, MBA Research and Curriculum Center®
Section 5
Planning Guide Sheets
Page 5-175
Thomson/South-Western.
Software/
Online
AmosWEB. (2000-2011). Cyclical unemployment. Retrieved May 24, 2011,
from http://www.amosweb.com/cgibin/awb_nav.pl?s=wpd&c=dsp&k=cyclical+unemployment
AmosWEB. (2000-2011). Frictional unemployment. Retrieved May 24, 2011,
from http://www.amosweeb.com/cgibin/awb_nav.pl?s=wpd&c=dsp&k=frictional+unemployment
AmosWEB. (2000-2011). Full employment. Retrieved May 24, 2011, from
http://www.amosweb.com/cgibin/awb_nav.pl?s=wpd&c=dsp&k=full+employment
AmosWEB. (2000-2011). Seasonal unemployment. Retrieved May 24, 2011,
from http://www.amosweb.com/cgibin/awb_nav.pl?s=wpd&c=dsp&k=seasonal+unemployment
AmosWEB. (2000-2011). Structural unemployment. Retrieved May 24, 2011,
from http://www.amosweb.com/cgibin/awb_nav.pl?s=wpd&c=dsp&k=structural+unemployment
AmosWEB. (2000-2011). Unemployment rate. Retrieved May 24, 2011, from
http://www.amosweb.com/cgibin/awb_nav.pl?s=wpd&c=dsp&k=unemployment+rate
Chapter 6: Unemployment. (n.d.). Retrieved May 24, 2011, from
http://www.oswego.edu/~edunne/200ch6.html
Search.com. (n.d.). Unemployment. Retrieved May 24, 2011, from
http://www.search.com/reference/Unemployment
James, J. (2008, September 23 The impact of unemployment on our society.
Retrieved May 24, 2011, from http://www.helium.com/items/23934-theimpact-of-unemployment-on-our-society
Marketing Applications Course Guide
© 2012, MBA Research and Curriculum Center®
Section 5
Planning Guide Sheets
Page 5-176
Knowledge/
Skill
Statement
Understands the economic principles and concepts fundamental to business
operations
Performance
Element
Understand economic indicators to recognize economic trends and
conditions.
Performance
Indicator
Explain the economic impact of interest-rate fluctuations (EC:084)
Level
Specialist
SCANS
Information 7; Systems 15; Basic Skills 1-2, 5-6; Thinking Skills 12
21st Century
Skills
Financial, Economic, Business and Entrepreneurial Literacy 1, 2; Critical
Thinking and Problem Solving Skills 1, 3; Communication
Objectives
a.
b.
c.
d.
e.
f.
g.
h.
Performance
Activity
Define the following terms: interest rate, nominal interest rate, real
interest rate, interest-rate fluctuation, default risk, liquidity risk, maturity
risk.
Discuss causes of interest-rate fluctuations.
Explain the impact of interest rate fluctuations on an economy.
Describe the relationship between interest rates and the demand for
money.
Describe the relationship between inflation and interest rates.
Discuss factors that create differences in the amount of interest charged
on credit transactions (e.g., levels and kinds of risk, borrowers’ and
lenders’ rights, and tax considerations).
Describe kinds of risk associated with variances in interest rates (i.e.,
default, liquidity, and maturity).
Explain how fiscal policies can affect interest rates.
Ask students to locate and read articles about trends in interest rates. Tell
them to summarize the articles, identifying the nature of the trends and
reasons that they are occurring. Have them determine the impact that these
trends are having on local businesses. Have students discuss their findings
with the class.
Resources
Textbooks
Abel, A. B., & Bernanke, B. S. (2005). Macroeconomics (5th ed.) [pp. 51-54,
268-269, 559-560]. New York: Pearson Addison Wesley.
Bovée, C. L. & Thill, J. V. (2008). Business communication today (9th ed.)
[pp. 16-17, 177-178]. Upper Saddle River, NJ: Pearson Prentice Hall.
Clayton, G.E. (2005). Economics: Principles & Practices (pp. 428-431, 453454). Columbus, OH: Glencoe/McGraw-Hill.
Clayton, G.E. & Giesbrecht, M.G. (2004). A guide to everyday economic
statistics (6th ed.) [pp. 115-124]. New York: McGraw-Hill/Irwin.
Dlabay, L.R., Burrow, J.L., & Kleindl, B. (2009). Intro to business (7th ed.) [pp.
41-42, 59, 489]. Mason, OH: South-Western Cengage Learning.
Farese, L. S., Kimbrell, G., & Woloszyk, C. A. (2009). Marketing essentials (p.
67). Woodland Hills, CA: Glencoe/McGraw-Hill.
McConnell, C.R. & Brue, S.L. (2005). Economics: Principles, problems, and
policies (16th ed.) [pp. 545-550]. New York: McGraw-Hill/Irwin.
Miller, R.L., & Stafford, A.D. (2010). Economic education for consumers (4th
Marketing Applications Course Guide
© 2012, MBA Research and Curriculum Center®
Section 5
Planning Guide Sheets
Page 5-177
ed.) [p. 268]. Mason, OH: South-Western Cengage Learning.
O’Sullivan, A. & Sheffrin, S.M. (2003). Economics: Principles in action (pp.
312-313, 343, 430-431). Upper Saddle River, NJ: Prentice Hall.
Sexton, R.L. (2003). Essentials of economics (pp. 262-263, 315-316, 405412). Mason, OH: Thomson/South-Western.
Software/
Online
Berger, A.N., Espinosa-Vega, M.A., Frame, W.S., & Miller, N.H. (n.d.). Debt
maturity, risk, and asymmetric information. Retrieved May 24, 2011, from
http://www.federalreserve.gov/pubs/feds/2004/200460/200460pap.pdf
Moffatt, M. (2011). What are interest rates? Retrieved May 24, 2011, from
http://economics.about.com/cs/studentresources/f/interest_rate.htm
Moffatt, M. (2011). What is the demand for money? Retrieved May 24, 2011,
from http://economics.about.com/cs/money/a/money_demand.htm
Moffatt, M. (2011). What’s the difference between nominal and real?
Retrieved May 24, 2011, from
http://economics.about.com/cs/macrohelp/a/nominal_vs_real.htm
Saywer, T. (2011). Understanding interest rate fluctuations. Retrieved May
24, 2011, from http://www.badcreditloancenter.com/understandinginterest-rate-fluctuations/
SparkNotes .(2011). Tax and fiscal policy: Interest rates and fiscal policy.
Retrieved May 24, 2011, from
http://www.sparknotes.com/economics/macro/taxandfiscalpolicy/section1
.html
SparkNotes .(2011). Tax and fiscal policy: Problems. Retrieved May 24, 2011,
from
http://www.sparknotes.com/economics/macro/taxandfiscalpolicy/problem
s.html
Marketing Applications Course Guide
© 2012, MBA Research and Curriculum Center®
Section 5
Planning Guide Sheets
Page 5-178
Knowledge/
Skill
Statement
Understands the economic principles and concepts fundamental to business
operations
Performance
Element
Understand economic indicators to recognize economic trends and
conditions.
Performance
Indicator
Determine the impact of business cycles on business activities (EC:018,
EC LAP 9)
Level
Specialist
SCANS
Information 5,7-8; Systems 15; Technology 19; Basic Skills 1-2,5-6; Thinking
Skills 12
21st Century
Skills
Financial, Economic, Business and Entrepreneurial Literacy 2; Critical
Thinking and Problem Solving Skills 1, 3; Communication
Objectives
a. Define the following terms: business cycles, expansion, peak, contraction
and trough.
b. Identify the phases of a business cycle.
c. Describe the expansion phase of a business cycle.
d. Describe the peak phase of a business cycle.
e. Describe the contraction phase of a business cycle.
f. Describe the trough phase of a business cycle.
g. Explain how knowledge of business cycles benefits businesspeople.
h. Describe internal causes of business cycles.
i. Explain external causes of business cycles.
Performance
Activity
Ask students to read business articles about the current economic conditions
and to draw conclusions from those articles about the phase of the existing
business cycle. Tell them to identify causes of the phase and businesses’
reactions. Question them about whether changes are taking place that would
indicate a new phase is beginning. Have students present their conclusions
and findings to the class.
Resources
LAP
MBA Research and Curriculum Center. (2011). Boom or bust (Business
cycles) [LAP: EC-009]. Columbus, OH: Author.
MBA Research and Curriculum Center. (2011). Boom or bust (Business
cycles): Instructor copy [LAP: EC-009]. Columbus, OH: Author.
Textbooks
Abel, A. B., & Bernanke, B. S. (2005). Macroeconomics (5th ed.) [pp. 276-304,
356-373]. New York: Pearson Addison Wesley.
Bovée, C. L., & Thill, J.V. (2008). Business in action (4th ed.) [p.16]. Upper
Saddle River, NJ: Pearson Prentice Hall.
Burrow, J.L. (2006). Marketing (2nd ed.) [p. 495]. Mason, OH:
Thomson/South-Western.
Clark, B., Sobel, J., & Basteri, C.G. (2010). Marketing dynamics: Teacher’s
edition (2nd ed.) [pp. 128-133]. Tinley Park, IL: Goodheart-Willcox
Company, Inc.
Clayton, G.E. (2005). Economics: Principles & Practices (pp. 375-380).
Columbus, OH: Glencoe/McGraw-Hill.
Clayton, G.E. & Giesbrecht, M.G. (2004). A guide to everyday economic
Marketing Applications Course Guide
© 2012, MBA Research and Curriculum Center®
Section 5
Planning Guide Sheets
Page 5-179
statistics (6th ed.) [pp. 21-23]. New York: McGraw-Hill/Irwin.
Dlabay, L.R., Burrow, J.L., & Kleindl, B. (2009). Intro to business (7th ed.) [pp.
38-40, 176-177]. Mason, OH: South-Western Cengage Learning.
Farese, L. S., Kimbrell, G., & Woloszyk, C. A. (2009). Marketing essentials
(pp. 64-67). Woodland Hills, CA: Glencoe/McGraw-Hill.
McConnell, C.R. & Brue, S.L. (2005). Economics: Principles, problems, and
policies (16th ed.) [pp. 133-135]. New York: McGraw-Hill/Irwin.
Miller, R.L. (2005). Economics: Today and tomorrow (pp. 360-367).
Columbus, OH: Glencoe/McGraw-Hill.
Miller, R.L., & Stafford, A.D. (2010). Economic education for consumers (4th
ed.) [pp. 582-584]. Mason, OH: South-Western Cengage Learning.
O’Sullivan, A. & Sheffrin, S.M. (2003). Economics: Principles in action (pp.
310-316). Upper Saddle River, NJ: Prentice Hall.
Sexton, R.L. (2003). Essentials of economics (pp. 264-268). Mason, OH:
Thomson/South-Western.
Software/
Online
AmosWEB. (2000-2011). Business cycle phases. Retrieved May 24, 2011,
from http://www.amosweb.com/cgibin/awb_nav.pl?s=wpd&c=dsp&k=business+cycle+phases
AmosWEB. (2000-2011). Business cycles. Retrieved May 24, 2011, from
http://www.amosweb.com/cgibin/awb_nav.pl?s=wpd&c=dsp&k=business+cycles
AmosWEB. (2000-2011). Contraction. Retrieved May 24, 2011, from
http://www.amosweb.com/cgibin/awb_nav.pl?s=wpd&c=dsp&k=contraction
AmosWEB. (2000-2011). Expansion. Retrieved M May 24, 2011, from
http://www.amosweb.com/cgibin/awb_nav.pl?s=wpd&c=dsp&k=expansion
AmosWEB. (2000-2011). Peak. Retrieved May 24, 2011, from
http://www.amosweb.com/cgi-bin/awb_nav.pl?s=wpd&c=dsp&k=peak
AmosWEB. (2000-2011). Trough. Retrieved May 24, 2011, from
http://www.amosweb.com/cgi-bin/awb_nav.pl?s=wpd&c=dsp&k=trough
MBA Research and Curriculum Center. (2011). Boom or Bust [LAP: EC-009:
Presentation Software]. Columbus, OH: Author.
Moffatt, M. (2011). What is the business cycle? Retrieved May 24, 2011, from
http://economics.about.com/cs/studentresources/f/business_cycle.htm
Romer, C.D. (2008). Business cycles. Retrieved May 24, 2011, from
http://www.econlib.org/Library/Enc/BusinessCycles.html
Tatum, M. (2011). What is a business cycle ? Retrieved May 24, 2011, from
http://www.wisegeek.com/what-is-a-business-cycle.htm
Marketing Applications Course Guide
© 2012, MBA Research and Curriculum Center®
Section 5
Key Points
Briefing: Business Cycles
Page 5-180
Define business cycles.
The ups and downs in economic activity
Business fluctuations
Periods of expansion and contraction in economic activities (i.e., production,
consumption, exchange, and distribution)
They affect all aspects of our economy, including employment, prices, incomes,
and production.
Describe that when studying business cycles, economists examine
fluctuations in the level of an economy’s total output.
Total output is based on real gross domestic product (GDP).
Read GDP is GDP that has been adjusted for inflation.
As a country’s real GDP increases, economic activities increase; the economy
grows.
As a country’s real GDP decreases, so do its economic activities; the economy
declines.
Explain the benefits of a growing economy.
Provides a higher standard of living
Creates new and additional jobs
Enables the government to fulfill its duties more thoroughly
Resolves domestic problems
Discuss the importance of understanding business cycles.
Businesspeople can take steps to avoid the extreme ups and downs of the cycle
by anticipating changes needed in employment, production, pricing, and
purchasing.
Describe the unpredictability of business cycles.
There’s no exact way to predict the length or severity of a business cycle.
Some have lasted two years, others 10 years.
It’s difficult to predict the beginning and end of cycles.
This heightens the uncertainty of producers and consumers.
Marketing Applications Course Guide
© 2012, MBA Research and Curriculum Center®
Section 5
Briefing: Business Cycles
Page 5-181
Explain the phases of business cycles.
Expansion: the growth part of the cycle; a time of economic prosperity; everyone
has a hopeful economic outlook and spends more money (i.e., consumers buy
more durable goods; producers invest in new equipment that enables them to
produce more goods and services); demand, therefore, is increasing which
requires more workers to be hired and more factories and businesses to be built;
more money is put into the circulation and interest rates are decreased by the
Federal Reserve System.
Peak: the high point of the economic prosperity that has existed; demand begins
to exceed production capacities, and producers raise prices to offset the high
demand; interest rates begin to rise; demand for all resources exceeds their
availability; everyone has a less hopeful economic outlook, and consumers begin
to save more so that their spending decreases; economic activities level off.
Contraction: The demand for goods/services begins to fall and unemployment
rises; a bad time for businesses since consumers are spending less and saving
more; businesses’ bottom lines suffer, and some are experiencing losses to the
point that they are forced to close; demand continues to fall, and production is
decreased; inventories build up causing workers to lose their jobs, thereby further
decreasing the demand for goods and services; prices decrease to attract
customers; interest rates decrease. When a contraction lasts for six months, it’s
considered a recession. If a recession continues and is severe, it’s a depression;
many people lose their jobs, and businesses fail.
Trough: The final phase of a business cycle; reached when economic activities
stop their decline. This is the low point of economic activity when unemployment
is very high, and even more businesses fail. This phase stays in effect until
consumers and producers become more hopeful about the economy and start to
buy more goods and services.
Discuss internal causes of business cycles that take place within the
economic system itself.
Aggregate demand: This is the total demand for an economy’s goods and
services and can pull GDP up or down to cause business cycles. When it’s
rising, businesses increase production, more workers are hired, and
employees earn more to spend on goods and services. If aggregate demand
continues to grow to the point that production can’t meet demand, prices will
rise rapidly—known as inflation, and consumers have to pay more to buy the
same goods and services. If aggregate demand decreases, production and
employment will decrease, and production will slow. Recessions or
depressions result when aggregate demand stays too low for a long time.
Once it starts rising again, expansion and prosperity return.
Money supply: This is the total quantity of money that exists at one time in a
nation, and as it goes up or down, so does the economy. The federal
government restricts the flow of money by raising taxes, raising the interest
rates to borrow money, and purchasing fewer goods and services to run the
government. The amount of money in circulation can be increased when the
federal government spends more, lowers interest rates, and lowers taxes.
When interest rates are low, more money can be borrowed to build houses,
office buildings, and industrial plans. Greater production results in more
available work and lowered unemployment rates. This is a period of
expansion. When money is in short supply, unemployment will be high,
business activities slow down, and a period of contraction begins.
Investment in capital goods: When producers are hopeful about the future
of business, they buy new equipment and build or expand their business
Marketing Applications Course Guide
© 2012, MBA Research and Curriculum Center®
Section 5
Briefing: Business Cycles
Page 5-182
facilities. This investment encourages the expansion of economic activities.
When producers decrease their investment in capital goods, economic
activities contract.
Inventory levels: When producers are optimistic about business activity, they
increase their inventory levels to be prepared for the increase in demand,
thereby expanding economic activities. When they feel less hopeful, they
decrease their buying of new goods and try to sell the ones on hand, thereby
causing the economy to contract.
Explain external causes of business cycles that take place outside the
economic system.
Political changes. A change in the political party in power can cause
changes in economic activities. For example, if the elected officials support
business interests, economic activities are likely to expand.
Climatic changes. Many jobs are affected by climatic conditions. Extreme
weather conditions, such as droughts, floods, and blizzards, can negatively
affect many economic activities.
International relations. The interaction of our country with other countries
can expand or contract economic activities. For example, a war or conflict
may increase the production of defense materials, thereby expanding our
economic activities. When the conflict ends, the same quantity of defense
materials will no longer be needed, thereby contracting economic activities.
Discoveries and innovations. The discovery of new products, techniques,
and resources can stimulate economic activities. Large sums of money must
be invested to develop and improve the products, and a variety of new jobs is
created. Since these occur irregularly, they contribute to changes in economic
activities.
Marketing Applications Course Guide
© 2012, MBA Research and Curriculum Center®
Section 5
Planning Guide Sheets
Page 5-183
Knowledge/
Skill
Statement
Understands the economic principles and concepts fundamental to business
operations
Performance
Element
Determine global trade’s impact on business decision-making.
Performance
Indicator
Explain the nature of global trade (EC:016, EC LAP 4) (SUPPLEMENTAL)
Level
Specialist
SCANS
Information 7; Systems 15; Basic Skills 1-2, 5-6; Thinking Skills 12
21st Century
Skills
Global Awareness 1; Financial, Economic, Business and Entrepreneurial
Literacy 2; Critical Thinking and Problem Solving Skills 1, 3; Communication
& Collaboration 1
Objectives
a.
b.
c.
d.
e.
f.
Performance
Activity
Define the following terms: imports, exports, international trade, absolute
advantage, and comparative advantage.
Describe reasons that international trade takes place.
List gains from international trade.
Identify ways in which the U.S. economy is affected by international
trade.
Describe types of trade barriers.
Explain techniques used by governments to improve international trade
relations.
Arrange for students to participate in a service-learning project being
conducted at an elementary or middle school to explain to younger students
why the United States would trade with other countries when it has an
absolute advantage. Have them prepare visuals to support the presentation
and activities to reinforce it. Ask students to analyze the strengths and
weaknesses of the presentation, identifying changes that they would make if
they were able to repeat the presentation.
Resources
LAP
Marketing Education Resource Center. (2005). Beyond US [LAP: EC-004].
Columbus, OH: Author.
Marketing Education Resource Center. (2005). Beyond US: Instructor copy
[LAP: EC-004]. Columbus, OH: Author.
Textbooks
Abel, A. B., & Bernanke, B. S. (2005). Macroeconomics (5th ed.) [pp. 8-9].
New York: Pearson Addison Wesley.
Boone, L. E. & Kurtz, D.L. (2006). Contemporary marketing (pp. 227-243).
Mason, OH: Thomson South-Western.
Bovée, C. L., & Thill, J.V. (2008). Business in action (4th ed.) [pp. 56-66].
Upper Saddle River, NJ: Pearson Prentice Hall.
Brown, B.J. & Clow, J.E. (2006). Introduction to business (pp. 146-155).
Woodland Hills, CA: Glencoe/McGraw-Hill.
Burrow, J.L. (2006). Marketing (2nd ed.) [pp. 37, 482-486]. Mason, OH:
Thomson/South-Western.
Marketing Applications Course Guide
© 2012, MBA Research and Curriculum Center®
Section 5
Planning Guide Sheets
Page 5-184
Clark, B., Sobel, J., & Basteri, C.G. (2010). Marketing dynamics: Teacher’s
edition (2nd ed.) [pp. 147-153, 176]. Tinley Park, IL: Goodheart-Willcox
Company, Inc.
Dlabay, L.R., Burrow, J.L., & Kleindl, B. (2009). Intro to business (7th ed.) [pp.
53-69]. Mason, OH: South-Western Cengage Learning.
Etzel, M.J., Walker, B.J. & Stanton, W.J. (2007). Marketing (14th ed.)
[pp. 48-64]. New York: McGraw-Hill/Irwin.
Farese, L.S., Kimbrell, G. & Woloszyk, C.A. (2009). Marketing essentials
(pp. 74-89). Woodland Hills, CA: Glencoe/McGraw-Hill.
Miller, R.L., & Stafford, A.D. (2010). Economic education for consumers (4th
ed.) [pp. 565-571]. Mason, OH: South-Western Cengage Learning.
Rue, L.W. & Byars, L.L. (2006). Business management: Real-world
applications & connections (pp. 152-171). Woodland Hills, CA: McGrawHill/Glencoe.
Software/
Online
Americans and the World. (n.d.). International trade. Retrieved May 24, 2011,
from http://www.americansworld.org/digest/global_issues/intertrade/summary.cfm
AmosWEB. (2011). Absolute advantage. Retrieved May 24, 2011, from
http://www.amosweb.com/cgibin/awb_nav.pl?s=wpd&c=dsp&k=absolute+advantage
AmosWEB. (2011).Comparative advantage. Retrieved May 24, 2011, from
http://www.amosweb.com/cgibin/awb_nav.pl?s=wpd&c=dsp&k=comparative+advantage
AmosWEB. (2011). Exports. Retrieved May 24, 2011, from
http://www.amosweb.com/cgi-bin/awb_nav.pl?s=wpd&c=dsp&k=exports
AmosWEB. (2011). Imports. Retrieved May 24, 2011, from
http://www.amosweb.com/cgi-bin/awb_nav.pl?s=wpd&c=dsp&k=imports
AmosWEB. (2011). International trade. Retrieved May 24, 2011, from
http://www.amosweb.com/cgibin/awb_nav.pl?s=wpd&c=dsp&k=international+trade
AmosWEB. (2011). Trade barriers. Retrieved May 24, 2011, from
http://www.amosweb.com/cgibin/awb_nav.pl?s=wpd&c=dsp&k=trade+barriers
Marketing Education Resource Center. (2005). Beyond US [LAP: EC-004:
Presentation Software]. Columbus, OH: Author.
McGaughey, C. (2004, May 24). U.S. farmers and the Cuban embargo.
Retrieved May 24, 2011, from
http://www.econedlink.org/lessons/index.cfm?lesson=EM529&page=teac
her
U.S. Department of Commerce. (n.d.). International Trade Administration.
Retrieved May 24, 2011, from http://trade.gov/index.asp
Marketing Applications Course Guide
© 2012, MBA Research and Curriculum Center®
Section 5
Planning Guide Sheets
Page 5-185
Knowledge/
Skill
Statement
Understands the economic principles and concepts fundamental to business
operations
Performance
Element
Determine global trade’s impact on business decision-making.
Performance
Indicator
Describe the determinants of exchange rates and their effects on the
domestic economy (EC:100) (SUPPLEMENTAL)
Level
Specialist
SCANS
Information 5,7; Systems 15; Basic Skills 1-3, 5-6; Thinking Skills 11-12
21st Century
Skills
Global Awareness 1; Financial, Economic, Business and Entrepreneurial
Literacy 2; Critical Thinking and Problem Solving Skills 1, 3
Objectives
a.
b.
c.
d.
e.
f.
g.
h.
i.
j.
k.
l.
m.
n.
o.
Performance
Activity
Define the terms exchange rate, exchange-rate quotation, free-floating
currency, pegged currency, foreign-exchange market, strong/weak
dollar, and arbitrage.
Distinguish between direct and indirect exchange-rate quotations.
Interpret exchange rates.
Identify factors that increase demand for currencies.
Explain factors that cause a currency to lose value relative to other
currencies.
Discuss how economic factors affect exchange rates.
Explain how market psychology can affect exchange rates.
Describe how political conditions can influence exchange rates.
Distinguish between free-floating and pegged currency.
Describe factors that influence free-floating currency.
Identify institutions that utilize the foreign exchange market.
Discuss types of financial instruments used in foreign exchange
markets.
Explain the advantages/disadvantages of a strong U.S. dollar.
Describe the advantages/disadvantages of a weak U.S. dollar.
Explain the risks of speculating on the price of foreign currency.
Tell students to imagine that they are a U.S. importer who is trying to decide
among three countries from which to obtain goods. Ask them to select both
the product and the countries. The product selected should be one of interest
to the student, and the countries identified should actually export the item.
Have students write a memorandum to the company’s owner recommending
one of the countries based on exchange rates. Tell students to compare and
discuss their memorandums with a classmate.
Resources
Textbooks
Abel, A.B., & Bernanke, B.S. (2005). Macroeconomics (5th ed.) [pp.469, 479].
New York: Pearson Addison Wesley.
Bovée, C. L. & Thill, J.V. (2008). Business communication today (9th ed.) [pp.
65-66]. Upper Saddle River, NJ: Pearson Prentice Hall.
Burrow, J.L. (2006). Marketing (2nd ed.) [p. 488]. Mason, OH:
Thomson/South-Western.
Clark, B., Sobel, J., & Basteri, C.G. (2010). Marketing dynamics: Teacher’s
Marketing Applications Course Guide
© 2012, MBA Research and Curriculum Center®
Section 5
Planning Guide Sheets
Page 5-186
edition (2nd ed.) [pp. 151-153]. Tinley Park, IL: Goodheart-Willcox
Company, Inc.
Clayton, G.E. (2005). Economics: Principles & Practices (pp. 481-485).
Columbus, OH: Glencoe/McGraw-Hill.
Clayton, G.E. & Giesbrecht, M.G. (2004). A guide to everyday economic
statistics (6th ed.) [pp. 142-147]. New York: McGraw-Hill/Irwin.
Dlabay, L.R., & Burrow, J.L. (2008). Business finance (pp. 55-56, 382-388).
Mason, OH: South-Western Cengage Learning.
Dlabay, L.R., Burrow, J.L., & Kleindl, B. (2009). Intro to business (7th ed.) [p.
58]. Mason, OH: South-Western Cengage Learning.
Farese, L. S., Kimbrell, G., & Woloszyk, C. A. (2009). Marketing essentials
(pp. 86, 167). Woodland Hills, CA: Glencoe/McGraw-Hill.
Kapoor, J.R., Dlabay, L.R., Hughes, R.J., & Hoyt, W.B. (2005). Business and
personal finance (p. 248). New York: Glencoe/McGraw-Hill.
McConnell, C.R. & Brue, S.L. (2005). Economics: Principles, problems, and
policies (16th ed.) [pp. 715-727]. New York: McGraw-Hill/Irwin.
Miller, R.L. (2005). Economics: Today and tomorrow (pp. 479-482).
Columbus, OH: Glencoe/McGraw-Hill.
Miller, R.L., & Stafford, A.D. (2010). Economic education for consumers (4th
ed.) [pp.576-578]. Mason, OH: South-Western Cengage Learning.
O’Sullivan, A. & Sheffrin, S.M. (2003). Economics: Principles in action (pp.
458-464). Upper Saddle River, NJ: Prentice Hall.
Sexton, R.L. (2003). Essentials of economics (pp. 449-456). Mason, OH:
Thomson/South-Western.
Software/
Online
AmosWEB. (2000-2011). Exchange rate. Retrieved May 24, 2011, from
http://www.amosweb.com/cgibin/awb_nav.pl?s=wpd&c=dsp&k=exchange+rate
AmosWEB. (2000-2011). Foreign exchange rate. Retrieved May 24, 2011,
from http://www.amosweb.com/cgibin/awb_nav.pl?s=wpd&c=dsp&k=foreign+exchange+market
Cross-Curricular Connections. (2002, October 23). Marketplace: Let’s go
Euro ! Retrieved May 24, 2011, from
http://www.econedlink.org/lessons/index.cfm?lesson=EM299&page=teac
her
Forex Trading. (n.d.). Exchange rate. Retrieved May 24, 2011, from
http://www.forex-trading-i.com/exchange-rate.html
Grabianowski, E. (1998-2011). How exchange rates work. Retrieved May 24,
2011, from http://money.howstuffworks.com/exchange-rate.htm
Heakal, R. (2011). Floating and fixed exchange rates. Retrieved May 24,
2011, from http://www.investopedia.com/articles/03/020603.asp
Hupp, J. (2011). 50 factors that affect the value of the US dollar. Retrieved
May 24, 2011, from http://www.currencytrading.net/2007/50-factors-thataffect-the-value-of-the-us-dollar/
Stott, D. (2004, October 15). Weak dollar. Retrieved May 24, 2011, from
http://www.gold-eagle.com/gold_digest_04/stott101404.html
Wynn, L.S. (2011, April 10). What is arbitrage? Retrieved May 24, 2011, from
http://www.wisegeek.com/what-is-arbitrage.htm
Marketing Applications Course Guide
© 2012, MBA Research and Curriculum Center®
Section 5
Planning Guide Sheets
Page 5-187
Knowledge/
Skill
Statement
Understands the economic principles and concepts fundamental to business
operations
Performance
Element
Determine global trade’s impact on business decision-making.
Performance
Indicator
Discuss the impact of culture and social issues on global trade (EC:045,
EC LAP 24) (SUPPLEMENTAL)
Level
Specialist
SCANS
Information 5,7; Interpersonal 14; Systems 15; Basic Skills 1-2, 5-6; Thinking
Skills 12
21st Century
Skills
Global Awareness 1, 3; Financial, Economic, Business and Entrepreneurial
Literacy 2; Critical Thinking & Problem Solving 1, 3; Communication &
Collaboration 1
Objectives
a.
Performance
Activity
Ask students to select a country of interest, research its culture, and identify
aspects of the country’s culture that would impact marketing activities. Tell
students to use a software program to prepare an informative brochure that
could be used by marketers to help them succeed in doing business in that
country. Encourage students to import pictures into the brochure to depict the
cultural aspects identified. Have students present the brochure to the class.
Describe Hofstede’s dimensions of national cultures (i.e., individualism
vs. collectivism, power distance, uncertainty avoidance, masculinity vs.
femininity).
b. Explain why business subcultures shape the behaviors of
businesspeople.
c. Explain how language impacts knowing when and how business will be
conducted.
d. Explain how culture influences communication.
e. Discuss how the interrelationship of business law and religion impacts
international business activities.
f.
Identify ways to overcome issues with the crossover of business law and
religion in international business activities.
g. Describe how corruption impacts international business activities.
h. Explain how a country’s level of involvement impacts international trade.
i.
Discuss how culture can hamper international trade.
j.
Explain how culture can impact trade partner selection.
k. Describe how culture can impact negotiations in international trade.
l.
Discuss how culture can impact product delivery in international trade.
m. Explain how positive/negative experiences with a culture can update
one’s beliefs.
n. Describe how culture can impact the selection of trade goals in
international trade.
Resources
Marketing Applications Course Guide
© 2012, MBA Research and Curriculum Center®
Section 5
Planning Guide Sheets
Page 5-188
MBAResearch and Curriculum Center. (2012). On top of the world [LAP: EC024]. Columbus, OH: Author. (Available Fall 2011)
MBAResearch and Curriculum Center. (2012). On top of the world: Instructor
copy [LAP: EC-024]. Columbus, OH: Author. (Available Fall 2011)
Textbooks
Ball, D.A., McCulloch, W.H., Frantz, P.L., Geringer, J.M., & Minor, M.S.
(2006). International business: The challenge of global competition (10th
ed.) [pp. 177-209]. Boston: McGraw-Hill/Irwin.
Boone, L. E. & Kurtz, D.L. (2006). Contemporary marketing (pp. 160, 228230). Mason, OH: Thomson South-Western.
Bovée, C. L. & Thill, J.V. (2008). Business communication today (9th ed.) [pp.
68-82]. Upper Saddle River, NJ: Pearson Prentice Hall.
Bovée, C. L., & Thill, J.V. (2008). Business in action (4th ed.) [pp. 66-69, 124,
132, 222]. Upper Saddle River, NJ: Pearson Prentice Hall.
Burrow, J.L. (2006). Marketing (2nd ed.) [pp. 495-496]. Mason, OH:
Thomson/South-Western.
Clark, B., Sobel, J., & Basteri, C.G. (2010). Marketing dynamics: Teacher’s
edition (2nd ed.) [pp. 169-172]. Tinley Park, IL: Goodheart-Willcox
Company, Inc.
Dlabay, L.R., Burrow, J.L., & Kleindl, B. (2009). Intro to business (7th ed.) [pp.
60-61]. Mason, OH: South-Western Cengage Learning
Farese, L. S., Kimbrell, G., & Woloszyk, C. A. (2009). Marketing essentials (p.
86). Woodland Hills, CA: Glencoe/McGraw-Hill.
Software/
Online
BizAims. (2009, February 27). Cultural differences in business. Retrieved May
24, 2011, from
http://www.bizaims.com/articles/business+economy/cultural+differences
+business
Cyborlink.com. (1998-2011). Retrieved May 24, 2011, from
http://www.cyborlink.com/
Geert Hofsteade and Geert Jan Hofsteade. (n.d.). Culture. Retrieved May 24,
2011, from http://www.geerthofstede.nl/culture.aspx
ITIM International. (1967-2009). Geert Hofstede™ cultural dimensions.
Retrieved May 24, 2011, http://www.geert-hofstede.com/
Kwintessential. (n.d.). Cross culture business blunders. Retrieved May 24,
2011, from http://www.kwintessential.co.uk/culturalservices/articles/crosscultural-blunders.html
Kwintessential. (n.d.). Language, intercultural, cross cultural, expatriate, and
business articles. Retrieved May 24, 2011, from
http://www.kwintessential.co.uk/cultural-services/articles.html
MBAResearch and Curriculum Center (2012). On top of the world [LAP: EC24—Presentation Software]. Columbus, OH: Author. (Available Fall
2011)
Mind Tools. (1995-2011). Cross-cultural business etiquette: Learning the ins
and outs of global business. Retrieved May 24, 2011, from
http://www.mindtools.com/pages/article/CrossCulturalBusinessEtiquette.htm
Mody, A. (1999-2011). Effective cross culture communication in international
business. Retrieved May 24, 2011, from
http://www.ehow.com/way_5903972_effective-cultural-communicationinternational-business.html
WikiUniversity.com (2007). Unit 1.2: Cultural issues affecting international
Marketing Applications Course Guide
© 2012, MBA Research and Curriculum Center®
Section 5
Planning Guide Sheets
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trade. Retrieved May 24, 2011, from
http://en.wikiversity.org/wiki/Cultural_Issues_Affecting_International_Tra
de
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