4.3 The Marketing Mix - Concept and Product
Entrepreneurship
Marketing
Lesson Plan
Performance Objective
Upon completion of this lesson, the student will explain the importance that product has in the marketing mix.
Specific Objective
• Explain how the marketing concept affects decisions regarding the product mix.
• Define and describe the importance of product features, branding, and positioning.
Terms
•
•
•
•
Product Mix – different products and services a business sells
Features – product characteristics that will satisfy customer needs
Branding – the name, symbol, or design used to identify a product
Positioning – creating an image for a product in the customer’s mind
Time
The lesson should take about one day if completed as written.
Preparation
TEKS Correlations:
This lesson, as published, correlates to the following TEKS. Any changes/alterations to the activities may result
in the elimination of any or all of the TEKS listed.
Interdisciplinary Correlations:
130.344(c)(3)(C)
…explain a marketing plan, including price competition, non-price competition, market analysis, competition,
marketing research, market segmentation, demographics, and sales forecasting;
130.344(c)(4)(B)
…explain product management;
130.344(c)(4)(F)
…illustrate how to promote the product or service to the consumer;
130.344(c)(4)(G)
…create a location plan, including inside and outside sales and service, buying or building a location, renting or leasing
a location, home-based business, and online or virtual business location;
130.344(c)(11)(A)
…develop and analyze pricing objectives;
Copyright © Texas Education Agency, 2013. All rights reserved.
1
English
110.42(b)(6)(A) – Vocabulary Development
…expand vocabulary through wide reading, listening, and discussing;
110.42(b)(6)(B) – Vocabulary Development
… rely on context to determine meanings of words and phrases such as figurative
language, idioms, multiple meaning words, and technical vocabulary;
110.42(b)(7)(F) – Reading/comprehension
…identify main ideas and their supporting details;
110.42(b)(7)(G) – Reading/comprehension
…summarize texts
110.42(b)(7)(J) – Reading/comprehension
…read silently with comprehension for a sustained period of time;
Occupational Correlation (O*Net – www.onetonline.org):
Job Title: Marketing Manager
O*Net Number: 11.2021.00
Reported Job Titles: Marketing Director, Vice President of Marketing, Business Development Manager,
Marketing Coordinator, Account Supervisor, Business Development Director, Commercial Lines Manager,
Commercial Marketing Specialist, Market Development Manager
Tasks:
•
•
•
•
•
•
•
•
•
•
Formulate, direct and coordinate marketing activities and policies to promote products and services,
working with advertising and promotion managers.
Identify, develop, or evaluate marketing strategy, based on knowledge of establishment objectives,
market characteristics, and cost and markup factors.
Direct the hiring, training, or performance evaluations of marketing or sales staff and oversee their
daily activities.
Evaluate the financial aspects of product development, such as budgets, expenditures, research and
development appropriations, or return-on-investment and profit-loss projections.
Develop pricing strategies, balancing firm objectives and customer satisfaction.
Compile lists describing product or service offerings.
Initiate market research studies or analyze their findings.
Use sales forecasting or strategic planning to ensure the sale and profitability of products, lines, or
services, analyzing business developments and monitoring market trends.
Coordinate or participate in promotional activities or trade shows, working with developers,
advertisers, or production managers, to market products or services.
Consult with buying personnel to gain advice regarding the types of products or services expected to
be in demand.
Soft Skills: Judgment and Decision Making, Coordination, Critical Thinking, Monitoring, Social Perceptiveness,
Operations Analysis
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Accommodations for Learning Differences
It is important that lessons accommodate the needs of every learner. These lessons may be modified to
accommodate your students with learning differences by referring to the files found on the Special
Populations page of this website (cte.unt.edu).
Preparation
• Review and familiarize yourself with the terminology and resources
• Have materials and websites ready prior to the start of the lesson
References
• Greene, C. L. (2008). Entrepreneurship ideas in action (4th ed). Mason, OH: Southwestern Cengage.
• Kourilsky, M. (1999). Making a job: A basic guide to entrepreneurship readiness. Kansas City, MO:
Kauffman Foundation for Entrepreneurial Leadership.
• Newspapers and Internet
Instructional Aids
• “The Marketing Mix - Concept and Product” Digital Presentation
• The Marketing Mix - Concept and Product Assignment Sheet
• Pyramid Positioning Assignment #1
• Pyramid Positioning Rubric
• Product Presentation Assignment #2
• Product Presentation Rubric
• School Soft Drink Assignment #3
• School Soft Drink Rubric
• Internet
Materials Needed
• Construction paper
• Scissors and glue
• Poster board
Equipment Needed
• Computers for students to complete projects
• Projector for digital presentation
Introduction
Learner Preparation
• Ask students to use the Internet to research a specific product. Students will then prepare a product
specifications list that highlights top features/characteristics for the product.
• Show students pictures of popular brands such as Coca Cola®, Nike®, and Mercedes. Ask students to
write what the brand represents to them. This is a good opening activity for branding.
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3
•
Bring a copy of the sticker price for a new car. Ask students to explain the product features and
individual cost for each feature on the sticker price.
Lesson Introduction
• Ask students why upscale car dealerships are frequently located in close proximity. Have students
compare three upscale cars from different manufacturers in the same price range. Ask students to
develop a three-column table that compares and contrasts the luxury cars. Ask them to summarize
which car they think is best for the price.
• Ask students to describe the target market for their favorite clothing store. Then ask students to
describe the clothing that the store carries to meet the needs of the target market. Why should the
store periodically survey customers?
• List product, price, place, and promotion on the board. Explain to students that a product-driven
market of the past created the product and then tried to convince consumers that they needed the
product. How has that strategy changed in today’s highly competitive global economy?
Outline
MI
Outline
Instructor Notes
I. The Marketing Concept and the Product
A. Marketing Concept – Belief that the
wants and needs of customers are
the most important consideration
when developing any product or
marketing effort.
B. Consumers have become more
educated and competition has
increased to include the global
market
C. U.S. has changed from a productdriven market to one that is
consumer-driven.
D. Product Mix
1. Different products and services a
business sells
2. Consumer-driven economy –
entrepreneurs realize that
sometimes they must include
products in their mix as a
convenience for customers even
though they may not be profitable
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4
II. Development of Features, Branding, and
Positioning
A. Selecting Product Features
1. Features - product characteristics
that will satisfy customer needs
2. Every product has features
B. Branding, Packaging, Labeling
1. Branding - name, symbol, or design
used to identify a product
2. Positioning - creating an image for a
product in the customer’s mind
3. Labeling
Multiple Intelligences Guide
Existentialist
Interpersonal
Intrapersonal
Kinesthetic/
Bodily
Logical/
Mathematical
Musical/Rhythmic
Naturalist
Verbal/Linguistic
Visual/Spatial
Application
Guided Practice
Using the digital presentation, the teacher will explain the importance of the product offered by a business
and define strategies to position the product in the marketplace.
Use an example of positioning for the upscale high-end automobile for a customer willing to spend more than
$40,000 for an automobile. Ask students to research upscale high-end companies and to list characteristics
that make the automobile unique. What promotional strategy is used to convince customers that the car is
worth the price?
Have students research the high-end clothing brands. Explain how older high-end clothing brands can make
comebacks with good positioning strategies.
Independent Practice
• Pyramid Positioning Assignment
Design a pyramid with several tiers. Place the names of competing brands for a product in a pyramid.
The top of the pyramid should have the brand that you believe has the strongest position in the market
and descending tiers should include competing brands with less influence in the market. You must
include a footnote that explains your placement of brands in the pyramid. This assignment will be
evaluated using the related rubric.
•
Product Presentation Assignment
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5
Sales depend upon product presentation. The best salespeople can differentiate their product from the
competition. Product presentations take place at hotels, board rooms, and in airports. A well-defined
digital presentation that highlights all the important features for a product has a greater chance for
successful sales. Prepare a digital presentation for a specific product. You must also write a paper to
define the positioning for the product, prospective customer for the product, and unique features that
set the product apart from the competition. The paper will be used by the salespeople as a script for
their sales presentation. This assignment will be evaluated using the related rubric.
•
School Soft Drink Assignment
You have created a new soft drink that is designed for students at your school. Design a label for the
drink bottle that will brand the drink. You should incorporate your school’s mascot in the design of the
label. This assignment will be evaluated using the related rubric.
Summary
Review
Q: How can a small business use the marketing concept to its advantage over a larger business?
A: The small business can respond to changes in customer needs and wants faster than a larger business.
Q: What features have been added to restaurant menus that are sensitive to a health-conscious society?
A: The restaurants have added heart healthy options to their menus.
Q: How does the marketing concept affect decisions made about the product mix?
A: Product features, branding, and positioning make a product “stand out” from others and differentiate it in
the market.
Evaluation
Informal Assessment
• Teacher will observe students during Independent Practice.
• Teacher will assist students as needed.
Formal Assessment
Use the assigned rubrics to evaluate the three Independent Practice Assignments.
Enrichment
Extension
• Ask students to bring in product packages in order to identify the ways certain businesses attempt to
differentiate their products through branding, packaging, and labeling.
• Ask students to define the positioning for a major brand. Describe the image that has been created for
the customer’s mind. This description should include product features, price, and quality. Students will
glue the picture of the brand on the paper and include their definition for the brand in typed format.
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4.3 The Marketing Mix- Concept and Product
Entrepreneurship
Marketing
Independent Practice Assignment Sheet
#1 Pyramid Positioning Assignment
Design a pyramid with several tiers. Place the names of competing brands for a product in a pyramid. The top
of the pyramid should have the brand that you believe has the strongest position in the market and
descending tiers should include competing brands with less influence in the market. You must include a
footnote that explains your placement of brands in the pyramid. This assignment will be evaluated using the
related rubric.
#2 Product Presentation Assignment
Sales depend upon product presentation. The best salespeople can differentiate their product from the
competition. Product presentations take place at hotels, board rooms, and in airports. A well-defined digital
presentation that highlights all the important features for a product has a greater chance for successful sales.
Prepare a digital presentation for a specific product. You must also write a paper to define the positioning for
the product, prospective customer for the product, and unique features that set the product apart from the
competition. The paper will be used by the salespeople as a script for their sales presentation. This assignment
will be evaluated using the related rubric.
#3 School Soft Drink Assignment
You have created a new soft drink that is designed for students at your school. Design a label for the drink
bottle that will brand the drink. You should incorporate your school’s mascot in the design of the label. This
assignment will be evaluated using the related rubric.
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7
4.3 The Marketing Mix- Concept and Product
Entrepreneurship
Marketing
Assignment #1
Pyramid Positioning Rubric
CATEGORY
20
15
Required Elements
The poster includes
all required elements
as well as additional
information.
All required elements
are included on the
poster.
All but 1 of the
required elements is
included on the
poster.
Several required
elements were
missing.
Graphics –
Clarity
Graphics are all in
focus and the content
is easily viewed and
identified from 6 ft.
away.
The poster is
exceptionally
attractive in terms of
design, layout, and
neatness.
At least 7 accurate
facts are displayed on
the poster.
Most graphics are in
focus and the content
is easily viewed and
identified from 6 ft.
away.
The poster is
attractive in terms of
design, layout and
neatness.
Most graphics are in
focus and the content
is easily viewed and
identified from 4 ft.
away.
The poster is
acceptably attractive
although it may be a
bit messy.
Many graphics are
not clear or are too
small.
5-6 accurate facts are
displayed on the
poster.
3-4 accurate facts are
displayed on the
poster.
Less than 3 accurate
facts are displayed on
the poster.
Several of the
graphics used on the
poster reflect an
exceptional degree of
student creativity in
their creation and/or
display.
One or two of the
graphics used on the
poster reflect student
creativity in their
creation and/or
display.
The graphics are
made by the student,
but are based on the
designs or ideas of
others.
No graphics made by
the student are
included.
Attractiveness
Content - Accuracy
Graphics - Originality
10
Total Score ________
Maximum 100 Points
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8
5 or less
The poster is
distractingly messy or
very poorly designed.
It is not attractive.
4.3 The Marketing Mix- Concept and Product
Entrepreneurship
Marketing
Assignment #2
Product Presentation Rubric
CATEGORY
Content
20
15
Covers topic in-depth
with details and
examples. Subject
knowledge is
excellent.
Content is well
organized using
headings or bulleted
lists to group related
material.
Includes essential
Content is minimal
information about
OR there are several
the topic but there
factual errors.
are 1-2 factual errors.
Oral Presentation
Interesting, wellrehearsed with
smooth delivery that
holds audience
attention.
Requirements
All requirements are
met and exceeded.
Includes essential
knowledge about the
topic. Subject
knowledge appears
to be good.
Uses headings or
bulleted lists to
organize, but the
overall organization
of topics appears
flawed.
Relatively interesting,
rehearsed with a
fairly smooth
delivery that usually
holds audience
attention.
All requirements are
met.
Attractiveness
Makes excellent use
of font, color,
graphics, effects,
etc., to enhance the
presentation.
Makes good use of
font, color, graphics,
effects, etc. to
enhance the
presentation.
Organization
10
5 or less
Content is logically
organized for the
most part.
There was no clear or
logical organizational
structure, just a lot of
facts.
Delivery not
smooth; holds
audience attention
most of the time.
Delivery not smooth
and audience
attention lost.
One requirement
was not completely
met.
More than one
requirement was not
completely met.
Makes use of font,
color, graphics,
effects, etc., but
occasionally these
detract from the
presentation
content.
Use of font, color,
graphics, effects
detracts from the
presentation
content.
Total Score ________
Maximum 100 Points
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9
4.3 The Marketing Mix- Concept and Product
Entrepreneurship
Marketing
Assignment #3
School Soft Drink Rubric
CATEGORY
Design/
Composition
Color Choices
Creativity
Planning and
Explanation
Theme
20
Student applies
design principles
(such as unity,
contrast, balance,
movement,
direction, emphasis,
and center of
interest) with great
skill.
Choice and
application of color
show an advanced
knowledge of color
relationships. Color
choice enhances the
idea being
expressed.
Outstanding
personal creativity
with no relationship
to other existing
labels.
Student can
thoroughly describe
the marketing theme
for the label.
Marketing theme
totally captured for
the soft drink.
15
Student applies
design principles
(such as unity,
contrast, balance,
movement, direction,
emphasis, and center
of interest) with fair
skill.
10
Student tries to apply
design principles, (such
as unity, contrast,
balance, movement,
direction, emphasis,
and center of interest)
but the overall result is
not pleasing.
5 or less
The student does not
appear to be able to
apply most design
principles to his/her own
work.
Choice and
application of color
show knowledge of
color relationships.
Colors are
appropriate for the
idea being expressed.
Choice and application
of color show
knowledge of color
relationships. Colors
are, however, NOT
appropriate for the idea
being expressed.
Student needs to work
on learning color
relationships and using
that knowledge in
his/her work.
Good personal
creativity with some
relationship to
existing labels.
Good idea with strong
relationship to existing
label.
Student has not made
much attempt to meet
the requirements of the
assignment.
Student can
somewhat describe
the marketing theme
for the label.
Interesting marketing
theme with more
than one message.
Student has some
difficulty describing the
marketing theme for
the label.
Good picture but
confusing theme.
Student cannot explain
the marketing theme for
the label.
Total Score ________
Maximum 100 Points
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10
Picture does not capture
theme of soft drink.