Course Binder:
Marketing
“Learn to work efficiently (without waste) and effectively
(getting results) in your life. Focus your effort and commit to
doing the best that you can do. Your effort and commitment
will bring you success and achievement.”
Teacher: Mr. George
sgeorge@hinghamschools.com
781-741-1560 x2700
Student Name:
There will be two writing assignments for this
course. Article and due dates will be assigned.
Rubric (pg 6) for writing assignment(pg 5) is in this
binder.
1
Course: Marketing
Instructor: Mr. George
Course Description:
This course offers a comprehensive overview of the field of marketing from a domestic
and international viewpoint. Marketing analysis and segmentation, market research, types
of consumers, 4Ps of marketing, advertising, selling, and careers in marketing are among
the wide range of topics that will be discussed. Different aspects of advertising will be
researched and evaluated that will include television, radio, print media, and the Internet.
The emerging role that information technology plays within marketing will also be
covered. Students will be required to “think critically” and draw conclusions based on
different marketing situations.
What do I need for this course?
 A notebook and a writing tool (pen/pencil) to be brought to each class.
Will there be homework in this course?
 There will be occasional homework that will involve reading and writing
assignments.
Course Objectives:
Students participating in this course will demonstrate understanding by being able to
identify and communicate:
 The components that make up the marketing function
 The important role that marketing plays for domestic and global businesses
 The important role that marketing plays for small and large businesses
Students participating in this course will acquire and develop:
 An understanding of basic marketing concepts
 An awareness of marketing activities that touch their daily lives
 Communication skills that are required in a business environment
 Cooperative learning skills by working together in groups to solve problems
Importance of Class Participation:
It is important that you participate as an attentive listener and speaker. There will be
many opportunities for you to contribute to class discussions. I hope that you take
advantage of this opportunity.
Evaluation Overview:
40% - Third Term
40% - Fourth Term
20% - Final Exam
Grading Overview:
20% - Class/Group Participation
30% - Quizzes
10% - Tests
40% - Projects, Assignments &
Papers
--Subject to Change at Teacher’s Discretion-2
Classroom Expectations:
These expectations are similar to what is expected in a workplace setting.
Students are expected to:
 “Be nice.”
 Develop good listening skills. Students will learn from him and from
each other.
 Act respectfully towards him and each other. Put downs, teasing and
swearing are not allowed.
 Express tolerance. Each student learns differently. Learn to value
other students for their differences. The world and our class would be
boring if we were all the same.
 Work cooperatively as part of a team.
 Be cordial to each other by saying “Please”, “Thank you”, and
“You’re Welcome”.
 Come to class on time, prepared and organized for each class. It is
suggested to use an agenda book or some other method of managing
classroom responsibilities.
 Stay on task. Stay focused on classroom goals. Manage your time.
The result will be high-quality work. (A potential employer’s dream)
Students should expect the teacher to:
 “Be nice.”
 Create a positive learning environment that is entertaining and
academically challenging.
 Act respectfully in the classroom.
 Be reasonable and fair.
 Communicate progress or concerns.
 Be prepared for each class.
3
Weekly Rubric – Demonstrating Respect
Demonstrates
Respect for
Others
Beginning – 0 pts
Developing –18 pts
Poor behavior.
Disruptive to
other students.
Lack of respect is
demonstrated in
the classroom.
Comments show
a lack of respect
and courtesy.
Classroom behavior
needs to be
improved. Needs to
act in a more
respectful way in
the classroom.
Needs to continually
be spoken to
regarding behavior
or attitude.
Demonstrates
inability to pay
attention when
others are speaking.
0 PTS
30 PTS
Focused –24
pts
Classroom
behavior was
acceptable.
Acts
respectful in
the
classroom on
most
occasions.
Exemplary –30 pts
40 PTS
50 PTS
Classroom
behavior was
superior,
professional, and a
model of how the
teacher would like
students to
behave.
Demonstrates selfrespect and
respect for others
at all times.
Various Classroom Activities:
Works
Independently
and
Cooperatively
Unable or
unwillingly to
work
independently
or cooperatively
with others.
Unable to stay
on task.
Needs
improvement in
the area of
working
independently or
cooperatively
with others. Able
to accomplish few
assigned tasks.
Has a difficult
time staying on
task.
Works
independently or
cooperatively
with others most
of the time. Able
to accomplish
most assigned
tasks. Stays on
task most of the
time.
Works
independently or
cooperatively with
others all of the
time. Able to
accomplish all
assigned tasks.
Stays on task all of
the time. Engaged
and a productive
member of class.
0 PTS
30 PTS
40 PTS
50 PTS
4
Reflective Writing Assignment
Read the assigned article and reflect on its content and the impact it had on you.
Reflecting on the article will ensure that you are learning from reading it. Submit
your paper on time and adhere to deadlines.
 You are going to TYPE (handwritten papers will be returned to you) a wellthought and organized 400-word paper. Your paper will not exceed 550
words. Your thoughts should use an organized paragraph structure,
sentence structure with proper grammar and spelling – and follow MLA
format.
 Format of paper: double-space, times new roman 12-pt, 1” margins on all
sides, indent first line of each paragraph .5 inches, header that contains
your last name and numbers all pages consecutively in upper right corner,
no title page, upper left-corner of the first page list your name, your
teacher’s name, the course, and the date. Center title. Write the title in
Title Case.
 Type # of words in the footer section of your document
 Content of paper
o Introduce what you’re going to say
o Briefly summarize the article. (Your paper should not exclusively
summarize the article)
o Personally reflect on the article. What did you learn from it? What
did you learn from those mentioned in the article? Were there one
or two aspects of the article that you found interesting or more
relevant to your life? Why or how? Did anything have an impact on
you?
o Summarize/conclude what you said and/or what you learned
5
/200pts
%
Name:________________________
Reflective Writing Rubric
Task
Beginning
Developing
Focused
Exemplary
Pts
Format:
Header &
length
Incorrect
format and
inappropriate
length 0pts
Correct format and
inappropriate length
24pts
Incorrect format and
appropriate length
32pts
Correct format
and appropriate
length
40pts
40
Paragraph
Structure
No paper was
submitted.
Paper is
poorly
structured.
Paragraph
requirements
not met or
very weak.
0 pts
Few parts are well
structured in paragraph
format. Few parts are
organized from
beginning to end. Major
paragraph sections
missing. Line of
development is not
logical. Ideas were not
connected with a
transition.
Paragraph lacks
details.
Topic sentences don’t
relate to paragraph.
Need to separate and
organize your ideas into
separate paragraphs.
24 pts
Some parts are well
structured in paragraph
format. Some parts are
organized from beginning to
end.
Paper did not include
introduction, body or
conclusion.
Line of development is
somewhat logical and
coherent. Ideas could have
been connected with a
smoother transition.
Consider more descriptive
topic sentences that lead-in
to a developed paragraph.
Concluding sentence
should bring paragraph to a
close.
32pts
Well structured
and thought out in
paragraph format.
Clear and
organized
structure from
beginning to end.
Paper included
introduction, body
and conclusion.
Line of
development is
logical and
coherent. Ideas
are connected
with smooth
transition. 40pts
40
Language,
Sentence
Mechanics,
Grammar &
Spelling
No paper was
submitted.
Spelling and
grammatical
errors are
unacceptable
.
0 pts
Many spelling, grammar,
punctuation and
capitalization errors;
Word selection, word
choice and sentence
structure needs
improvement.
Need to proofread
final product. Needs
extensive editing. 24pts
Few spelling, grammar,
punctuation and capitalization
errors; Could have been
more carefully edited. Word
selection, word choice and
sentence structure could
have been more varied. 32
pts
Excellent spelling,
grammar,
punctuation and
capitalization;
carefully edited.
Excellent word
selection. Varied
word choice.
Varied sentence
structure.
40pts
40
Content is weak. Not a
strong connection
between content and its
impact on you
personally.
Primarily a summary.
48 pts
Acceptable content.
Summary was incomplete.
Response could have been
stronger by reflecting on
personal experience. 64 pts
Very meaningful
content. Very
thoughtful
response;
Demonstrated
critical thinking;
Clearly
summarized
article. Reflected
at a personal
level. 80pts
80
Content
(summary
and reflection)
and
Response
Unable to
show what
you learned
from reading
the article.
Inadequate
coverage of
topic. Does
not meet
reqs. 0 pts
Rec’d on time.
Rec’d within 24 hours (1 day) after due. -20pts
Rec’d within 48 hours (2 days) after due. -40pts
One error is -3 pts
Rec’d within 72 hours (3 days) after due. -60pts
After 3 days – you’ll receive a zero unless a
previous arrangement has been made.
Total Points
200
6
What is marketing?
“Marketing is communicating an idea to an audience”
Themes

Providing a compelling reason for someone to buy something or take
action

Getting hooked on a product or a service

Brand Loyalty

Ethics in Advertising

Marketing Careers
General Goals for Companies

Create an association and identify with an image

Want customer to feel special or exclusive

Consumers buy products and services when they feel like they’re getting
value
7
Examples of Buying Motives
Emotional Motives









Power
Love
Peer Acceptance
Label Recognition
Prestige
Nostalgia
Pride
Pleasure
Aesthetic appeal or beauty
Rational Motives








Saves Time
Saves Money
Makes life easier
Improves health
Safe or improves safety
Durable
Well-made
Fulfills a physical need such as hunger or protection
from the elements
8
Brand: represents the holistic sum of all information about a product or group of
products. This symbolic construct typically consists of a name, an identifying
mark, logo, visual images or symbols, or mental concepts which distinguish its
products or services.
Branding: burning an image into the consumer’s mind.
Well known products acquire brand recognition. A brand name comprises that
part of a brand consisting of words or letters that humans can verbalize.
An example of a brand name is McDonalds. It is represented by its golden
arches and has become one of the world’s most famous brands. It is easily
recognized globally.

Logos and Images

Slogans

Mascots

Spokespeople – endorsements

Voices

Strategic Partnerships

Use of special guest appearances
9
Terms and Definitions
Marketing (in simple terms): Communicating a message or idea to a specific
audience.
Market: the potential customers who share common needs and wants (who have
a demand for a product/service) and are willing and able to buy it.
 Consumer market: all potential customers who will buy the product for
personal use.
 Industrial market: all potential customers who will buy the product for
business use.
How do marketers find out who their customers are?
The key to marketing and selling goods/services is to know who your customer or
audience is. This is called a target market and the process to find that specific
market is called market segmentation. There are many factors that define a
target market such as demographic, geographic, psychographic and consumer
behaviors.
Target market: the specific market that you are going to concentrate your efforts
on. There are four general characteristics of any target market. The target market
should be:
1. Measurable
2. Large enough to be profitable
3. Reachable (can communicate & deliver products/services)
4. Responsive (research should indicate that your market should be
interested in your product and willing/able to buy it.)
Market Segmentation: is a way of analyzing a market based on specific
characteristics (things they have in common based on four broad categories) in
order to create a target market. By identifying target markets one is able to
develop products/services that appeal them. (Automobiles are often segmented
by income and age.)
All teens in the world
10
Market: US teenagers
who listen to music
Target
Market
Target Market:
Hingham boys and
girls, ages 13-19,
who listen to 1-2
hours of music
daily, who own an
ipod and shop
online.
Market > Segmentation> Target Market
Market Segmentation leads to a target market.
Example:
Look at the market for jeans
a. Who buys jeans? At what price? What special features do they
want?
Depending on the answers to these three questions, the market for jeans could
be segmented:
 By age: jeans for kids, teens and adults
 By price: marketers need to reach varying income levels
 By desired features: tight fit, newest fashion (acid washed,
cell phone pocket), or unique design
Jean companies study data and do their own research to determine if the market
is large enough to justify the expense. Additional research reveals more about
this market segment: their buying behavior, interests, activities, fashion opinions,
ethnic background and other factors. The more specific the information, the
easier it is to design the jeans, price them, create the appropriate promotions,
and sell them in the right outlets.
11
Four General Buckets that make up Target Market
Factors that define a particular market are demographic, geographic,
psychographic and behaviors.
1. Demographics: describes a population in terms of personal
characteristics.
 Age
 Ethnic background
 Family structure and gender
 Income
 Occupation
 Marital status
 Education
2. Geographics: describes a population in terms of where people live.
(local, regions, state, country, or area)
3. Psychographics: describes a population based on social and
psychological characteristics. Involves peoples’ attitudes, what they value
and their lifestyles. Consumer lifestyles involve how people spend their
time and money. Both internal and external influences affect what types of
products and services are purchased. Think about reasons why you buy
the clothes that you do.
 Activities: Visit the magazine section of a major bookstore to see the different
magazines that appeal to various market segments. Nowadays, there are
dedicated cable channels for individuals with common interests.
 Consumer Attitudes: Taking responsibility for one’s health (eating healthier
and becoming physically fit) are trend-setting issues for marketers.
 Personality & Values: One may have a very outgoing personality, traditional
family values, patriotic (pro-American) values. Reference groups are people
who influence a person’s values, morals, and decisions.
4. Product Benefits & Consumer Behaviors: Segmenting a market based
on the way customers use, need or want a product. The way one behaves
toward a product is called behavioral segmentation.
Two examples:
• A shampoo manufacturer may segment the market according to people
with different types of hair (oily, dry or normal), people who have dandruff,
or people who wash their hair frequently.
• Some desire luxury and premium merchandise to a point where they
define themselves through the products and brands they buy.
12
Product
Price
Target
Market
Place
Promotion
13
Marketing Mix – McGee Toyota in Hanover –Toyota Matrix
Promotion: Use
of hip younger
Caucasian men
in television
commercials
driving to work
like they’re on a
race track; Web
site has video of
car driving
through financial
district of major
US city (Boston);
Internet
promotion with
discount;
Price:
$16,000;
lease
payments of
$199 per
month
Target Market:
• Caucasian men
• Ages 22-27
• Income $25k-$45k per year
• First car buyers
• Live within 10-15 miles of
McGee Toyota in Hanover
• Rent or live at home with
parents
• Commute at least 40 minutes to
work each day – want 30 mpg
• Want a reliable car
• Education: college degree
• Active lifestyle
• Want to feel confident driving a
cool car - a sporty look – car
reflects self
Product: 26/32 mpg;
multiple exterior colors
(sporty), touch screen
navigation system,
auxiliary audio jack,
hands-free phone
capability via Bluetooth®
wireless &ipod compatible
technology, roof racks, 5year 50k mile warranty
14
Place: McGee Toyota
in Hanover; lease
vehicles to major
financial service
companies in Boston;
donate one as a
shuttle service to
Stonehill College;
Available on McGee
Toyota web site
Product: The product strategy deals with the goods or services your business
will provide. How will you identify your product and make it stand out from the
competition?

Product features are the benefits it offers to consumers. It includes style,
distinctive characteristics, color, quality, and options.
o Also include warranties, service contracts, delivery, installation, and
instructions. Granting credit to customers as a benefit.
o Flexible payment options: cash, personal check, credit cards,
layaway, installment, special offers (0% down)

A brand is the name, symbol, or design used to identify a product

A package is the physical container or wrapper that holds it

The label is the part of the package used to present information
Product positioning refers to how consumers see your product compared to the
competition.
Product mix refers to all the products a company makes or sells. If you are
going to offer multiple products, you should think about how they relate to each
other.
Packaging
 What is packaging?
o Containers and wrapping materials used to protect, contain,
identify, promote and facilitate the use of the product.
 What is a label?
o Informative tag, wrapper, or seal attached to the product or the
product’s package. It presents information.
 What information does a label present?
o Brand name (Bold detergent)
o Ingredients, Instructions (machine washable), how to open or
dispose, guarantees, danger warnings
Goals of Packaging
o Promote a company and its image
o Give an old product a new image
o Preserve the product for a time period
o Help customers use products better
o Introduce new uses for old products
o Reduce costs, increase sales and profits
 Consider these questions when planning the design of a package:
o Must the package protect the product against moisture, leakage,
and temperature changes?
o Must the package be resealed or closed after it has been opened?
15
Functions of Packaging
 How does the package protect the Product?
o Withstand humidity, puncture, damage
 How does the package protect the Consumer?
o Childproof, sealed tops, tamper proof
o Contains the Product (easy to carry)
o What big or heavy products at a supermarket are easy to carry?
Why?
 Identifies the product
 Lists contents, distinguishes the product
 Visibly promotes the product
o Stands out, catchy slogan, product uses, refunds
Types of Materials
 Why use Paper and cardboard?
o Inexpensive, lightweight, fairly strong, and easy to print on,
recyclable, biodegradable
 Why use cellophane (transparent paper) and plastic wrap?
o See through package (meat)
 Why use Glass to hold liquids?
o Doesn’t leak or change its smell or taste
 Why use plastic?
o Can be shaped into jars and bottles
o Can be processed into sheets (used for toys, clothes, food
products)
o Won’t break
 Why use aluminum?
o Unbreakable, disposable, recyclable
 Why use Glass to hold liquids?
o Doesn’t leak or change its smell or taste
 Combination of Materials
o Golf balls are packaged in boxes of 3; Multi-packs contain 4 boxes
of 12 balls
Environmental concerns
 Marketers must protect the consumer and his/her environment from the
package
 Plastic foam & the ozone layer
 Non biodegradable material takes up more space
 Use more recyclable products
Packaging and Labeling Laws
 Protect people against deceptive labeling
 Ban deceptive environmental claims
16


Must list all nutritional elements – not just the benefits
Establish strong safety standards
Packaging and Labeling Trends
 Clearly warn user of harmful effects
 Safer, easier to use, more convenient for the consumer
 Recyclable
 Will continue to be integral parts of product and marketing programs
17
Place Strategy (also known as distribution strategy)
 Involves how you will deliver your goods and services to your customers. It
includes movement of your product to both your location and to your customers.
 Where and how the product will be distributed and sold in the marketplace?
 How will your products and customers "meet" or come together through sales
and distribution?
Channel of distribution is the path a product takes from producer (or manufacturer) to
final user (or customer). Channels are paths. Channel members are those involved in
the path.
 When the product is purchased for use in a business, the final user is classified
as an industrial user.
 When the product is purchased for personal use, the final user is classified as a
consumer.
 Using shampoo as an example, you can see how the same product may be
classified as both a consumer and an industrial product. Manufacturers of
shampoo sell their product to the customer through retail operations but also may
sell it to hair salons and hotel chains as an industrial product for use in a
business.
Typical model: Manufacturer (Producer) > Wholesaler > Retailer > Final User
Wholesalers: Businesses that buy large quantities of goods from manufacturers, store
the goods, and then resell them to other businesses.
Intermediaries: businesses involved in sales transactions that move products from the
manufacturer to the final user. Also known as middlemen.
Retailers: Sell goods to the final consumer for personal use.
Agents: Unlike wholesalers and retailers, agents do not own the goods they sell. They
act as intermediaries by bringing buyers and sellers together. Two different types of
agents:
 Independent Manufacturers’ Representatives: work with several related (but
non-competing) manufacturers in a specific industry. They are not employed by
the manufacturer. Instead, they are paid a commission based on what they sell.
Example: One may carry a line of fishing rods from one manufacturer, lures from
another, insulated clothing for hunters from a different one, and outdoor shirts
from yet another manufacturer.

Brokers: Principal function is to bring buyers and sellers together in order for a
sale to take place. Usually (but not always) do not have a continued relationship
with either party. They negotiate the sale, are paid a commission, and then look
for other customers. Example: real estate broker. Food brokers however,
represent several manufacturers of products sold in supermarkets, convenience
stores, and other specialty food stores.
A number of non-store retailing operations serve the customer. They include automatic
retailing (vending machines), direct mail and catalog retailing, TV home shopping, and
online retailing.
18
Example: Suppose four customers wanted to buy a digital camera made by Nikon. If
Nikon sells directly to consumers, it would have to make four separate sales
transactions. By using an intermediary, such as CompUSA, the number of contacts
Nikon must make is reduced to one.
Channels of Distribution are classified as direct or indirect.
 Direct: the producer (manufacturer) sells goods/services directly to the customer
(with no intermediaries)
 Indirect: involves one or more intermediaries.
Both consumer markets and industrial markets use direct and indirect channels of
distribution. Different channels of distribution can be used to reach the customer.
Despite the potential for success that any product may seem to have, it can fail if the
wrong channels are used.
Examples for Consumer Market
 Direct: Factory outlet stores, farmers’ roadside stands, using catalogs to
generate sales, Internet online sales
 Indirect: Retail clothing stores, buy a John Deere tractor from Home Depot, buy
Marvin windows from Abington lumber, automobiles, most supermarket items
 Summary: Fewer consumer products are marketed using direct distribution (as
consumers are use to shopping in retail stores)
Examples for Industrial Market
 Direct: sales representatives call directly to commercial businesses- Xerox sells
a copier machine to Dependable Cleaners; Caterpillar sells a forklift to Hingham
lumber
 Indirect: wholesaler takes ownership and buys restaurant supplies (pots, pans,
utensils) from manufacturer and sells to restaurant owners.
 Summary: Industrial users shop differently and have different needs from
consumers, so they use different channels of distribution. The least used channel
in the consumer market – direct distribution- is the most used channel in the
industrial market.
Distribution Planning
Major considerations include the use of multiple channels, control versus costs, intensity
of distribution, and involvement in e-commerce.




Multiple channels: Producer must identify the best channel for each market (i.e.
J&J Snack Foods sells its pretzels, drinks and cookies to supermarkets, movie
theaters, sports arenas, schools, colleges, and hospitals).
Control vs. Costs
Have its own direct sales force or hire agents to do the selling?
Distribution intensity
o Exclusive distribution: protected territories of a product in a given
geographic area. Dealers are given exclusive rights to protected areas.
o Integrated distribution: Manufacturer acts as wholesaler and retailer for
its own products. Example: Gap sells its clothing in company-owned retail
stores.
19
o

Selective distribution: Limited number of outlets in a given geographic
area is used to sell the product. Goal is to select channel members that
can maintain the image of the product, are good credit risks, aggressive
marketers and good inventory planners. Example: Armani sells its
clothing only through top department stores that appeal to the affluent
customers who buy its merchandise. It doesn’t sell its goods in a chain
mega store with a very different target market.
o Intensive distribution: Involves the use of all suitable outlets to sell a
product. Objective is complete market coverage, and ultimate goal is to
sell to as many customers as possible, wherever they choose to shop.
Example: motor oil is sold in automotive repair shops, auto parts retailers,
supermarkets, hardware stores, warehouse clubs, and other retail stores
to reach maximum number of customers.
E-commerce: products are sold to customers and industrial buyers through the
Internet.
Physical Distribution (logistics): Comprises all the activities that help to ensure that the
right amount of product is delivered to the right place at the right time. It involves order
processing, transporting, storing, stock handling, and inventory control of materials and
products.
Conclusion: To succeed in today’s business environment, a company must deliver its
products to customers around the country and throughout the world in the most efficient
and effective way.
Location, layout and availability are important to your place strategy. They are
especially important to retail and service businesses that rely on customers to come to
them.
 Is the exchange of the product made in a store? Through the mail? Through a
direct sales representative?
 What are your production and inventory capacities? (How quickly can you make
products and how many can you store?)
 Where will your product be placed so customers have access to it?
 Are there cyclical fluctuations or seasonal demands for your products? For
example, if you produce Christmas decorations, how will you manage peak
production and sales periods as well as slow periods?
In closing:
In terms of place strategy, there are many decisions that need to be made. Making the
correct place decisions will have a major impact on the successful operation of a
business.
20
How does one decide on a price for products or services?
We’ll explore the importance of price, pricing strategies, pricing policies and
pricing decisions.
Price: the value of money (or its equivalent) placed on a good or service. Usually
expressed in monetary terms (an example of non-monetary is “bartering.”)
The key to pricing is understanding the value that buyers place on a
product.
Goals of pricing:
Gaining market share: When a business is trying to take business away from its
competition, it is trying to increase its market share.
Market share is a percentage of the total sales volume generated by all
competitors in a given market.
Return on investment: Is a calculation that is used to determine the relative
profitability of a product. A company may price its products to achieve a certain
return on investment. Formula is: Profit divided by Investment
Assume your company sells trash cans for $8 each. Your cost to make and
market the trash cans is $6.50 per unit. Profit is money earned by a business
minus costs and expenses.
$8 - $6.50 = $1.50 / $6.50 = .23
investment is 23 percent.
This means that your rate of return on
Meeting the competition: Some companies price their products to meet the
prices of their competition. (Automobiles and soft drinks are examples.
Competing products in both of these categories tend to be very similar and
therefore priced closely to one another.)
Question: How does one compete when there is no price competition?
Answer: You compete on the basis of other factors in the marketing mix.
Factors affecting your pricing strategy include:
 Supply and demand
o Brand loyalty, price of products relative to income, availability of
substitutes, luxury vs. necessity, urgency of purchase
 Your costs and expenses
o The series of businesses involved in selling or distributing your
product
 Competition
o Price wars in certain sectors – airlines, gasoline, computers, etc.
21
Pricing Strategies
 Cost-based pricing: Set prices based on costs
o $6.50 cost of trash cans.
o If desire 10% profit then mark-up 10% from cost
o If desire 23% profit then mark-up 23% from cost
 Demand-based pricing: Marketers attempt to determine what consumers
are willing to pay for given goods and services.
o Importance of a consumer’s “perceived value of an item”
o Effective when there are few substitutes and consumer is willing to
pay higher prices because they believe an item is different from that
offered by competition. Companies try to achieve this status by
developing brand loyalty.
o Example: Red Sox tickets. Different prices based on location of
seats. All will see same performance – but from different vantage
points.
o Example: consumer demand for fashionable colors (i.e.
refrigerators) as opposed to the cost of producing the refrigerators.
 Competition-based pricing: Set prices based on what the competitors
charge. No relationship between cost and price. No relationship between
demand and price.
 Elect to take one of three actions using this pricing method:
o Price above the competition
o Price below the competition
o Price in-line with the competition
 You could also use a combination of these strategies: Many
marketers use all three pricing strategies to determine prices. Cost-based
pricing helps marketers determine the price floor for a product – the lowest
price for which it can be offered to still make a profit. Demand-based
pricing determines a price range that is defined by the price floor and price
ceiling (the highest amount consumers would pay). Competition-based
pricing may be used to assure the final price is in line with the competition.
o Combining pricing considerations offers a good range within which
a company can establish its selling price. And if a company decides
to go with the competition-based strategy, they still know how much
they can lower their prices if necessary based on the cost-based
pricing figures.
Pricing Policies
 One-price policy – all customers are charged the same price for the same
type or amount of merchandise.
 Flexible-price policy – customers pay different prices for the same type or
amount of merchandise.
Four stages to the Product Life Cycle: Introduction > Growth > Maturity >
Decline
22
Pricing plays an important role in this sequence of events.
Skimming pricing: a pricing policy that sets a very high price for a new product.
Penetration pricing: Opposite of skimming. The initial price for a new product is
set very low.
Psychological Pricing: Techniques that create an illusion for customers or that
make shopping easier for them.
 Odd/even pricing: use odd pricing (i.e. $19.99 to suggest bargains). The
psychological principle is based on odd numbers conveying a bargain
image, while even numbers ($10, $50, $100) conveying a quality image.
 Prestige pricing: set higher than average prices to suggest
exclusiveness, status, and prestige. Many consumers assume that higher
prices mean higher quality and are willing to pay more for certain goods
and services.
 Multi-unit pricing: Suggest a bargain and helps to increase sales. Some
businesses have found that pricing items in multiples, such as 3 for $.99 is
better than selling the same items at $.33 each.
 Bundle pricing: Including several products in a package that is sold at a
single price.
o All inclusive travel vacations (airfare, hotel, meals)
o Software that is included when you purchase a new computer
 Promotional pricing: Used in conjunction with sales promotions when
prices are lower than average. Examples: Back to school sales,
Presidents’ Day sales, clearance sales, etc.
o Other promotional techniques may involve rebates, coupons, and
special discounts.
 Discount pricing: involves the seller’s offering reductions from the usual
price based on the buyer’s performance of certain functions.
o Paying cash (Encourage consumers to pay their bills quickly or to
not encourage use of credit cards)
o Buying in large quantities.
 Sellers benefit from large orders through the lower selling
costs involved in one transaction as opposed to several
small transactions.
 Quantity discounts also offer buyers an incentive to
purchase more merchandise than they originally intended to
purchase.
o Seasonal discounts (willing to buy at a time outside the customary
buying season)
The Six Steps for Determining Price
1. Determine pricing objectives
2. Study costs
3. Estimate demand
23
4. Study competition
5. Decide on a pricing strategy
6. Set price
24
Promotion is any form of communication a business/organization uses to inform,
persuade, or remind people about its products or services.
Types of Promotion:
1. Advertising: paid form of non-personal presentation of ideas,
goods, or services directed toward a mass audience by an
identified sponsor. Two types of advertising:
 Print media: newspapers, magazines, direct mail, outdoor
(billboards), transit (ads on buses or subways)
 Broadcast media: radio, television, Internet web sites
2. Public Relations(PR) & Publicity:
 PR: Any activity designed to create a favorable image
toward a business, its products, or its policies.
 News release, press kits,
 Publicity: The placement of newsworthy items about a
business, new products, or employees in the media.
3. Sales promotion: use of short-term incentives or interest-building
marketing activities to stimulate traffic and encourage the buying of
a product or service (increase sales).
 Business to Business:
 Slotting allowances: Manufacturer pays retailer for
costs involved in placing a new product on shelves


Buying allowances: Price discount given by
manufacturers to wholesalers and retailers to
encourage the purchase of a product.

Trades Shows and Conventions: Designed to reach
wholesalers and retailers - introduce new products or
increase sales of existing products.

Sales incentives: Financial awards given to managers
or employees who reach or exceed sales quotas.
Business to Consumer:
 Premiums: low-cost items given to consumers at a
discount or for free. Designed to increase sales,
attract new customers and persuade nonusers to
switch brands.

Sponsorship: Promotion of a company in association
with a property, event or group.

Incentives: Create customer excitement and increase
sales. Include sweepstakes, contests, and rebates.

Product samples: free trial size of a product.
25

Promotional tie-ins: Involve sales promotional
arrangements between one or more retailers or
manufacturers.

Product placement: the strategic placement of an item
will increase or enhance the public’s knowledge about
a particular product.

Visual merchandising and displays: Coordination of all
physical elements in a place of business so that it
projects the right image to its customers.

Loyalty marketing programs: Reward customers for
making multiple purchases.
4. Personal selling: consists of oral presentations to one or more
potential buyers with the intent of making a sale.
Promotional mix refers to the combination of different types of promotion. A
business decides on the promotional mix that will be most effective in persuading
potential customers (wholesalers, retailers, and/or consumers) to purchase and
support its products.
Push Policy of Promotion: Is when a manufacturer is trying to “push” a product
through a channel of distribution. The main purpose is to convince a retailer to
stock a product. It relies heavily on personal selling and sales promotion,
especially at trade shows.
Pull Policy of Promotion: Is designed to create consumer interest. Consumer
demand can “pull” or encourage retailers to carry a product. It relies on heavy
advertising geared towards consumers in addition to premiums, samples, and
demonstrations.
___________________________________________________
Process of putting your promotion plan together (keep in mind Target Market and
4Ps of Marketing):
 Determine marketing objectives
 Determine your promotional budget
 Determine your promotional mix (what)
 Create your plan (who, when)
 Execute your promotional plan
 Evaluate your promotional plan & readjust plan accordingly
General Example:
 Marketing Objective: Create awareness of baby care products among
mothers of newborns
 Promotional Budget of $100,000
26

Mix - Advertise in national baby care and motherhood magazines;
Distribute product samples to major obstetricians’ offices in major urban
areas; Offer free baby care seminars to expectant mothers at major
hospitals; Provide free samples to maternity wards at major hospitals.
27
Publicity: placement of newsworthy items about a business, new
products, or employees in the media; an act designed to attract public
interest; information with news value issued as a means of gaining
public attention or support. It involves creating demand for a business
or product by placing news about it in publications, radio, television,
or another form of media. It is not paid for.
The principal function of publicity is “building an image”. Image is the
way a business or organization is defined in people’s minds.
Publicity can be positive or negative. How does publicity differ from
advertising?
Publicity is free. Advertising is not free.
Major advantage of publicity:
People are more likely to pay attention to news stories than to
advertisements because news reporters and newspapers are viewed
as more objective than advertisers.
Major disadvantage of publicity:
A business gives up control over their message – the content and
how it is presented.
Public Relations: the business of inducing the public to have
understanding for and goodwill toward a person, firm, or institution.
An individual or group of people who serve as public spokespeople
for an individual or an organization. They relate information to the
public. (i.e. Rock stars have publicists)
The right kind of “public relations” can create a positive image for a
company and maintain or improve that image within the community.
Examples include:
 Sponsoring cultural events (concerts or art exhibits)
28
 Awarding scholarships to a local high school
 Donating equipment for public use
Advertising: paid non-personal presentation of ideas, goods, or
services directed toward an audience by an identified sponsor.
Goodwill: a kindly feeling of approval and support; the favor or
prestige that a business has acquired beyond the mere value of what
it sells.
So, Public relations (or community relations) refer to any activity
designed to create goodwill toward a business. The goodwill benefits
a business by:
 Increasing sales
 Reinforcing the firm’s good reputation
 Increasing the receptivity of consumers to the firm’s advertising
 Conditioning customers to expect quality products from the firm
Public relations specialists attempt to get good publicity for their
companies by creating news events. Examples:
 The opening of a new store
 An interview with a company official
 Launching of a new product
 Presentation of an award to an employee
 A community activity that is sponsored by the business
 A charitable activity that the business participates in
29
Market Research: the process used to collect, analyze and interpret data so that
sound marketing decisions can be made.
30
What is Marketing Research?
It is the process of collecting, analyzing and interpreting data about problems related to the
marketing of goods and services. It is used to investigate markets and competition.
An organization must be able to analyze existing or potential customers. It would be very
challenging to satisfy them if you don’t know who they are, how they will use it, why they want it or
what they want.
Every small business owner-manager must ask the following questions to devise effective
marketing strategies:









Who are my customers and potential customers?
What kind of people are they?
Where do they live?
Can and will they buy?
Am I offering the kinds of goods or services they want - at the best place, at the best time
and in the right amounts?
Are my prices consistent with what buyers view as the product's value?
Are my promotional programs working?
What do customers think of my business?
How does my business compare with my competitors?
Marketing research is not a perfect science. It deals with people and their constantly changing
feelings and behaviors, which are influenced by countless subjective factors. To conduct marketing
research you must gather facts and opinions in an orderly, objective way to find out what people
want to buy, not just what you want to sell them.
Why do it?
It is impossible to sell products or services that customers do not want. Learning what customers want, and how
to present it attractively, drives the need for marketing research. Small business has an edge over larger
concerns in this regard. Large businesses must hire experts to study the mass market, while small-scale
entrepreneurs are close to their customers and can learn much more quickly about their buying habits. Small
business owners have a sense their customers' needs from years of experience, but this informal information
may not be timely or relevant to the current market.
Marketing research focuses and organizes marketing information. It ensures that such information is timely and
permits entrepreneurs to:




Reduce business risks
Spot current and upcoming problems in the current market
Identify sales opportunities
Develop plans of action
How to do it
Without being aware of it, most business owners do market research every day. Analyzing returned items,
asking former customers why they've switched, and looking at competitor's prices are all examples of such
31
research. Formal marketing research simply makes this familiar process orderly. It provides a framework to
organize market information.
Market Research - The Process
Step One – Define Marketing Problems and Opportunities
Market research, like other components of marketing such as advertising, can be quite simple or very
complex. You might conduct simple market research such as including a questionnaire in your customer bills
to gather demographic information about your customers. On the more complex side, you might engage a
professional market research firm to conduct primary research to aid you in developing a marketing strategy
to launch a new product.
Regardless of the simplicity or complexity of your marketing research project, you'll benefit by reviewing the
following seven steps in the market research process.
Step One: Define Marketing Problems and Opportunities
The market research process begins with identifying and defining the problems and opportunities that exist
for your business, such as:
 Launching a new product or service.
 Low awareness of your company and its products or services.
 Low utilization of your company's products or services. (The market is familiar with your company, but still
is not doing business with you.)
 A poor company image and reputation.
 Problems with distribution, your goods and services are not reaching the buying public in a timely manner.
Step Two: Set Objectives, Budget and Timetables
Objective: With a marketing problem or opportunity defined, the next step is to set objectives for your market
research operations. Your objective might be to explore the nature of a problem so you may further define it.
Or perhaps it is to determine how many people will buy your product packaged in a certain way and offered
at a certain price. Your objective might even be to test possible cause and effect relationships. For example,
if you lower your price by 10 percent, what increased sales volume should you expect? What impact will this
strategy have on your profit?
Budget: How much money are you willing to invest in your market research? How much can you afford?
Your market research budget is a portion of your overall marketing budget. A method popular with small
business owners to establish a marketing budget is to allocate a small percentage of gross sales for the
most recent year. This usually amounts to about two percent for an existing business. However, if you are
planning on launching a new product or business, you may want to increase your budget figure, to as much
as 10 percent of your expected gross sales. Other methods used by small businesses include analyzing and
estimating the competition's budget, and calculating your cost of marketing per sale.
Timetables: Prepare a detailed, realistic time frame to complete all steps of the market research process. If
your business operates in cycles, establish target dates that will allow the best accessibility to your market.
For example, a holiday greeting card business may want to conduct research before or around the holiday
season buying period, when their customers are most likely to be thinking about their purchases.
Step Three: Select Research Types, Methods and Techniques
There are two types of research: primary research or original information gathered for a specific purpose
and secondary research or information that already exists somewhere. Both types of research have a
number of activities and methods of conducting associated with them. Secondary research is usually
faster and less expensive to obtain that primary research. Gathering secondary research may be as simple
32
as making a trip to your local library or business information center or browsing the Internet.
Secondary Research
Secondary research exploits published sources like surveys, books, and magazines, applying or
rearranging the information in them to bear on the problem or opportunity at hand. A tire sales business
owner might guess that present retail sales of tires is strongly correlated with sales of new cars three years
ago. To test this idea, it's easy to compare new car sales records with replacement tire sales three years
later. Done over a range of recent years, this should prove or disprove the hypothesis and help marketing
efforts tremendously.
Primary Research
Primary research can be as simple as asking customers or suppliers how they feel about a business or as
complex as surveys conducted by professional marketing research firms. Direct mail questionnaires,
telephone surveys, experiments, panel studies, test marketing, and behavior observation are all examples
of primary research.
Step Four: Design Research Instruments
There are many research instrument s that are used to collect data. Within each instrument, there are
advantages and disadvantages. The design of the instrument will also impact the reliability of the collected
data.
Method of Data
Collection
Advantages Disadvantages
Telephone Survey
Personal Interview
Focus Group
Paper
Survey/Questionnaire
Online Surveys (discounts)
Step Five: Collect Data
To help you obtain clear, unbiased and reliable results, collect the data under the direction of experienced
researchers. Before beginning the collection of data, it is important to train, educate and supervise your
research staff. An untrained staff person conducting primary research will lead to interviewer bias.
Stick to the objectives and rules associated with the methods and techniques you have set in Step Two
and Step Three. Try to be as scientific as possible in gathering your information
Step Six: Organize and Analyze Data
Once your data has been collected, it needs to be "cleaned." Cleaning research data involves editing,
coding and the tabulating results. To make this step easier, start with a simply designed research
33
instrument or questionnaire.
Some helpful tips for organizing and analyzing your data are listed below.





Look for relevant data that focuses on your immediate market needs.
Rely on subjective information only as support for more general findings of objective research.
Analyze for consistency; compare the results of different methods of your data collection. For
example, are the market demographics provided to you from the local media outlet consistent
with your survey results?
Quantify your results; look for common opinions that may be counted together.
Read between the lines. For example, combine U.S. Census Bureau statistics on median income
levels for a given location and the number of homeowners vs. renters in the area
Step Seven: Present and Use Marketing Research Findings
Once marketing information about your target market, competition and environment is collected and
analyzed, present it in an organized manner to the decision makers of the business. For example, you
may want to report your findings in the market analysis section of your business plan. Also, you may want
to familiarize your sales and marketing departments with the data or conduct a company-wide
informational training seminar using the information. In summary, the resulting data was created to help
guide your business decisions, so it needs to be readily accessible to the decision makers.
34
Developing Marketing Plans
Marketing Plan – Documented roadmap that includes objectives/goals, strategies,
budgets, and how you plan to meet your marketing objectives/goals. You can refer to
it as a roadmap, blueprint or game plan.
Marketing objectives (goals) should:



be clear
be measurable
have a stated time frame for achievement.
Examples of marketing objectives follow:



Increase product awareness among the target audience by 30 percent in one
year.
Inform target audience about features and benefits of our product and its
competitive advantage, leading to a 10 percent increase in sales in one year.
Decrease or remove potential customers' resistance to buying our product,
leading to a 20 percent increase in sales in six months or less.
If you have multiple objectives, make sure they are consistent and not in conflict with
each other. Also, your marketing strategy (based on 4Ps) and budget should support
your marketing objectives.
Keep the following question in mind as you evaluate your marketing plan on an ongoing
basis:

Do you have the resources (human, financial, technological) necessary to
accomplish your objectives?
Your marketing strategy should include information about:




Product - your product(s)and services
Price - what you'll charge customers for products and services
Place (distribution) - how you will bring your product(s) together with your
customers.
Promotion - how you will promote or create awareness of your product/service
in the marketplace
-Excerpts from this document were taken from sba.org 2/10/06
35
Sample Video Store Marketing Plan: Independent Choice Flicks
Introduction:
Independent Choice Flicks (ICF) is an alternative video rental store located in Ann Arbor, MI. ICF
will rent movies not often available from the larger chains: film festival movies, independent
releases, foreign films and other "arts" films. Ann Arbor clearly has the market for these types of
films, as evidenced by the general demographics (liberal, educated, college town) and the
popularity of the Monarch Arts Cinema, a first run movie theatre concentrating on this same genre
of movies. This market has been ignored by the dominant stores in Ann Arbor. They may have a
few films that fit these descriptions, but in general they are far and few between. It is too difficult
for the large corporations to market to this specific segment, particularly with their current
business model which is putting a store in all cities that are very similar in feel, with a
concentration on large scale commercial releases.
SWOT Analysis (of Current Situation)
The following SWOT analysis captures the key strengths and weaknesses within the company,
and describes opportunities and threats that ICF faces.
Strengths
 Strong relationships with distributors.
 Excellent staff who are well informed and customer attentive.
 A centrally-located store front.
 An unmatched selection.
Weaknesses
 The struggle to raise brand awareness.
 A limited budget to acquire customers.
 Not having the buying power that the giants have, increasing acquisition costs.
Opportunities
 A growing rift in the market between artsy and commercial films and the corresponding
viewers.
 The opportunity to decrease customer acquisition costs over time as more customers are
acquired through referrals.
 The ability to leverage the fact that the "giants" ignore the majority of the
alternative/intellectual population segment.
Threats
 Competition from the giants if they decide to change their course and address the
alternative crowd.
 A significant increase in movie theatre technology that makes the in-the-movie
experience more difficult to replicate at home.
 Increased popularity of independent and foreign films, ensuring that the giants carry
these titles.
Proposed Target Market
ICF is focusing on these two groups because they are underserved in Ann Arbor. Currently, there
are two large corporate rental chains, Hollywood Video and Blockbuster that hold the majority of
the market. In order for them to be successful, they must concentrate on the middle of the market,
the mean. This allows them to use economies of scale to drive down the costs of operating a
movie rental business. While this works for the general population, it does not address the fringes
at all. ICF is addressing the fringe movie rental market.
Geographics
 The immediate geographic target is the city of Ann Arbor, Michigan with a population of
123,000.
 A 15 mile radius is in need of ICF's services.
36

The total targeted population is estimated at 64,500.
Demographics
 Male and female.
 Ages 18-55. This age range draws off a combination of university students and locals
within the community.
ICF's customers can be divided into two general groups that are differentiated by age,
over 30 and under 30.
Under 30: This market segment has a diverse interest that certainly overlaps with the
over 30 crowd. The under 30 movies might have more of a concentration on action,
violence, drugs, sex, etc. This is not to say that the movies are about these subjects
solely, it is just that these topics might relate better to someone under 30 than over 30.
Over 30: This market segment has a bit more mature tastes, the humor may be more
sophisticated, they are more likely to enjoy a foreign film relative to the under 30 group.
Generally, the topics of the movies will reflect issues that this group is most used to or
closer to their experiences.


Have (or are getting) a college education and some with graduate degrees.
An income over $40,000 (except the students who earn far less).
Psychographics
 Value and participate in cultural activities.
 Watches at least one movie per week.
 Reads at least one book per month
 Contributes at least $100 towards social causes per year
 Volunteers at least 2-3 hours per month towards civic activities
Behavior Factors
 Enjoy alternative, or less commercial, movie options.
 Prefer to be stimulated intellectually when viewing their films.
Marketing Objectives
 Increase repeat customers by 7% each quarter.
 Decrease customer acquisition costs by 8% per year.
 Increase brand equity, measured by the number of new customers that are already
familiar with ICF and their niche before arrival into the store.
Proposed Marketing Mix
ICF's marketing mix is comprised of the following approaches to Price, Place, Product and
Promotion.
Price: ICF's pricing scheme will be based on maintaining a competitive price relative to
the giants. Competition based pricing will be used in conjunction with odd-even pricing to
suggest a bargain. In addition, the store will offer deep discounts for midweek rentals to
increase demand during these times. There will also be promotional discounts based on
specific movies. Indicate pricing structure HERE for video rentals.
Place: ICF has established a relationship with three different movie vendors. This was
done to reduce the possibility of being held hostage by one firm in case a vendor wants
to renegotiate its terms for movies. In the future, ICF will evaluate whether it wants to
exclusively deal with one vendor and attempt to negotiate more favorable terms. All of the
services will be distributed through ICF's storefront on a walk-in basis. Possible future
enhancement would be to add home delivery as well as Internet orders.
37
Product: ICF has decided to purchase VHS and DVDs for genre specific movies that are
aligned with its target market focusing on cultural awareness, art and intellectual
stimulation. We offer extended night-time drop box for movie returns, and advantages of
being a member of the store in which members receive special offers and promotions.
Promotion: The most successful advertising will be advertisements in the local theatre
and weekly art guides as well as strategic alliances with select restaurants. Obsessive
customer is the mantra. This will be accomplished regardless of the short-term cost,
recognizing a happy customer ensures long-term profits. News releases from major
newspapers in the Ann Arbor area are planned to create public awareness and buzz. We
are contemplating a future movie night theme and attempting to develop strategic
partnerships with secondary schools and universities in the Ann Arbor area.
Marketing Research
During the initial phases of the marketing plan development, several focus groups were held to
provide ICF with insight into customer preferences. These focus groups provided ICF with a
wealth of information regarding the attributes of the most prized customers, and insight into their
decision-making processes.
An additional source of market research is a survey that was placed at the Monarch Arts Cinema
capturing valuable feedback regarding questions of video rentals. Theses surveys were
completed by customers at the theatre and were developed in part by a mathematics graduate
student at the University of Michigan. Leveraging the graduate student's help was instrumental in
developing a statistically significant survey instrument.
Cite facts from Market Research process HERE.
Marketing Strategy
Summary
ICF's marketing strategy will be based on generating visibility of ICF with its targeted population
segment. This will be achieved through a multi-faceted advertising campaign. The campaign will
utilize advertisements in a local art/entertainment weekly guide, advertisements at the local artsy
movie theatre, and promotional activities with a couple of local restaurants that have similar
demographics.
The marketing strategy will first seek to create customer awareness regarding the services
offered, develop the customer base, and work toward building customer loyalty and referrals.
The message that ICF will seek to communicate is that they offer a quality, independent, noncommercial alternative to the norm of Blockbuster and Hollywood video. This message will be
communicated through a variety of methods. The first is an advertising campaign in the Ann
Arbor Weekly, an entertainment guide that serves the alternative crowd of Ann Arbor. This weekly
has similar customer demographics as ICF so it will be well targeted.
The second method of communication will be with advertisements at the Monarch Arts Cinema, a
local theatre that plays the same genre of films as ICF. The advertisements will be in the form of
visual posters in the cinema as well as advertising within the trailers of the films.
The last method of communication will take the form of strategic relationships with various
restaurants that have similar customers. The alliances will often include some sort of promotion
that combines the services of both the restaurant and ICF.
38
Marketing Plan for Hingham Downtown Business
Your objective is to create a marketing plan for an actual Hingham business. Your
plan and presentation should review what it is currently doing effectively and state future
recommendations (and reasons for those recommendations).
Your assignment will include
• A written marketing plan (one copy for Mr. George and one for the client)
• A 10-minute client presentation (10-minute minimum) based on your report –
using PowerPoint as a visual aid.
Your plan should include:
1. Target Market and the 4Ps. (Place, Product, Promotion, & Price)
a. Current state, future recommendations, strategies and decisions
2. Some element of Market Research – whether it is primary or secondary. You
should explain what data was collected, how it was collected, its analysis and
any conclusions/recommendations based on it.
Rubric for an A (exemplary): Appropriate, efficient and proper use of all class time provided for
this project. Positively contributes towards group. Displays leadership, initiative and
organizational skills. Classroom behavior is superior, professional and model of how teacher
would like students to behave. Demonstrates respect at all times. Marketing plan is typed,
professional looking, well structured and well written with no grammar or spelling errors. All
sections of the plan have been addressed with details supporting marketing suggestions. Use of
PowerPoint as a visual aid is exceptional regarding proper use of text, images and effects.
Presentation is enthusiastic, well organized, well rehearsed as a team and contains excellent eye
contact and voice volume. Presentation is at least ten minutes in duration.
39
Unacceptable-0
Needs Improvement-28
Proficient-34
Exemplary-40
Read purposefully
It is obvious that assignment
sheet was not completely
read. Content is
unacceptable. Final product
demonstrates no work has
been proofread.
Reads assignment sheet,
follows directions and
completes assignment. Final
product demonstrates most
work has been proofread.
The majority of the
assignment is done in the
correct format.
Reads assignment sheet,
follows directions and
completes assignment. Final
product demonstrates all
work has been proofread.
All parts of assignment are
done in the correct format.
Write effectively
Writing is disorganized.
Grammar, spelling,
punctuation or capitalization
errors are unacceptable. Did
not proofread.
Reads assignment sheet,
follows directions and completes
assignment. Final product
demonstrates little work has
been proofread based on
number of errors. There are
many either incomplete sections
or parts of the assignment not
done in the correct format.
Weak content within the
assignment.
Writing could be more clear and
organized. Many grammar,
spelling, punctuation or
capitalization errors. Needs to
improve editing skills. Word
selection, word choice and
sentence structure could be
improved.
Clear and organized writing.
Few grammar, spelling,
punctuation or capitalization
errors. Demonstrates
acceptable editing.
Demonstrates good word
selection, varied word choice
and varied sentence
structure.
Clear and organized writing.
No grammar, spelling,
punctuation or capitalization
errors. Demonstrates
extremely careful editing.
Demonstrates excellent
word selection, varied word
choice and varied sentence
structure.
Communicate
effectively
Student did not communicate
effectively in writing or orally
throughout the duration of
this project. Final product
demonstrates an
unacceptable ability to
communicate effectively.
The communication of ideas
and information within the
project are not very clear and
misunderstood by the audience.
Communicates an unclear
message to a specific audience.
The communication of ideas
and information within the
project are somewhat clear
and understood by the
audience. Communicates a
somewhat clear message to
a specific audience.
The communication of ideas
and information within the
project are clear and easily
understood by the audience.
Communicates a clear
message to a specific
audience.
Identify,
analyze, and
solve
problems
Does not demonstrate the
ability to use or apply
technology appropriately.
Unable to use software to
indentify, analyze or solve
software problems.
Demonstrates the ability to use
and apply technology
appropriately some of the time.
Sometimes uses software to
solve problems.
Demonstrates the ability to
use and apply technology
appropriately most of the
time. Most of the time uses
software to solve problems.
Demonstrates the ability to
use and apply technology
appropriately. Always uses
software to solve problems
in an appropriate manner.
Demonstrates Respect
for Others
Poor behavior. Disruptive
to other students. Lack of
respect is demonstrated in
the classroom. Comments
show a lack of respect and
courtesy
Classroom behavior needs
to be improved. Needs to act
in a more respectful way in
the classroom. Needs to
continually be spoken to
regarding behavior or
attitude. Demonstrates
inability to pay attention
when others are speaking.
Classroom behavior was
acceptable. Acts
respectful in the
classroom on most
occasions.
Classroom behavior was
superior, professional,
and a model of how the
teacher would like
students to behave.
Demonstrates selfrespect and respect for
others at all times.
Works Independently and
Cooperatively (Stays on
Task)
Downtown Hingham Marketing Project
Name:_______________________/240 PTS
Unable or unwillingly to
work independently or
cooperatively with others.
Unable to stay on task. .
Inattentive and not
involved during a majority
of the project.
Needs improvement in the
area of working
independently or
cooperatively with others.
Able to accomplish few
assigned tasks. Has a
difficult time staying on task.
Often inattentive and not
involved with team.
Works independently or
cooperatively with others
most of the time. Able to
accomplish most assigned
tasks. Stays on task most
of the time. Attentive on
most occasions.
Works independently or
cooperatively with others
all of the time. Able to
accomplish all assigned
tasks. Stays on task all
of the time. Engaged and
a productive member of
class. Always involved
and attentive with team.
40
“Board Game” Assignment – 400 Points.
You are to individually create, design and develop all aspects of a board game that could be
played in our class. Your game will be authentic and original.
Minimum Requirements:
 Actual game will include physical board and game pieces that are appealing and creative
for your intended target market. Only a die or dice can be reused from an existing game.
 Create a one page document that clearly states:
o Name of game
o Target market for game
o State packaging of game
o Reasons why target market would purchase game
o Reasons why players of game would enjoy the game
o Why your game is a “good game” and a “fun game”
 One page typed document that clearly states objective of game, suggested ages for
game play and game directions
Points
Task
0 - Beginning
60 - Developing
Prepared
to
Test
Game
with
actual
board, game
pieces
to
prove concept
and details.
Does not have any
components of
game.
Has few parts of
game completed.
Not prepared to test
game in class on
due date.
Not prepared to test
game in class on due
date.
0 PTS
54 PTS
Did not create an
actual game or very
limited game
details. Meets very
little to no
requirements stated
under “Exemplary”.
Few aspects of game
have details. Meets
few requirements
stated under
“Exemplary”.
Some aspects of
game have details.
Meets some or
many of
requirements
stated under
“Exemplary”.
0 PTS
90 PTS
120 PTS
Unable or
unwillingly to work
independently or
cooperatively with
others. Unable to
stay on task.
Needs improvement
in the area of working
independently or
cooperatively with
others. Able to
accomplish few
assigned tasks. Has a
difficult time staying
on task.
Works
independently or
cooperatively with
others most of the
time. Able to
accomplish most
assigned tasks.
Stays on task most
of the time.
Actual Game &
Required
Documents
80 - Focused
100 - Exemplary
Prepared to test game in class on
due date. Has game pieces, board
or other game components so that
students can play game.
90
90 PTS
Completes all three parts of this
assignment in a comprehensive
manner. Game is appealing and
creative for target market. Game is
fun to play, challenging, and
entertaining. Game would
absolutely appeal to target market.
Tremendous amount of game
details.
210
210 PTS
Works
Independently
and
Cooperatively
Works independently or
cooperatively with others all of the
time. Able to accomplish all
assigned tasks. Stays on task all
of the time. Engaged and a
productive member of class.
100
100 PTS
0 PTS
60 PTS
80 PTS
Total
400
41