1.00 Vocab
• www.textbookwizards.com/mktgvocab1.doc
– Practice Questions you guys made
• www.textbookwizards.com/1.00.ppt
4 Brand Symbols
Get out a piece of paper and separate the page into 4
boxes. Use only your memory (No internet). In each box,
please draw the brand symbol for 4 of the following
companies (your choice). Extra Credit for ones on the
back of the page:
Nike
Dallas Cowboys
McDonalds
General Electric
Facebook
Red Cross
Mercedes-Benz
BMW
Adidas
Toyota
Twitter
New York Yankees
Apple
Pepsi
Reebok
Starbucks
Mountain Dew Matrix Assignment
• Click on the Link!
• www.textbookwizards.com/hbs.doc
• Complete it for the “Mountain Dew Matrix”
Assignment based on the commercials that we
watched!
• “Cheetah Mountain Dew”
• “Mock Opera Mountain Dew”
• “Showstopper Mountain Dew”
• Submit the completed Matrix on Edmodo!
The 4 P’s of Marketing Cornell Notes
Also known as Marketing-Mix
1. Product
2. Promotion
3. Placement
4. Price
Product
• What is the product?
• What problem does the product solve?
• Why should people want to spend their hard
earned dollars on it?
Promotion
• What medium should be used to market this
product?
• Is the most effective medium cost effective?
• Will that medium and message target the
right audience?
Placement
•
•
•
•
•
Where should we sell our product?
Retail Stores?
Catalogs?
Online?
Where does our target audience shop?
Price
• How much would people willing to pay for our
product?
• If it is a ground breaking product, or one of a
kind, then you can charge a premium.
• If there are substitutes for the product then you
have to price very carefully.
• If you price too high, people won’t buy your
product.
• If you price too low, you will lose your margin,
and people will think your product is cheap.
Advertisement Project
 Search for a short commercial video online at Gaggle Tube (must be
appropriate)
 What is the Product, Place, Promotion, and Price (Marketing Mix)?
 Research the company’s advertising campaign that this ad is a part of
and answer these questions in detail.
1. Is this commercial in line with that campaign?
2. Does it target the correct audience (The people most likely to buy
their product)?
3. Is the story complex or easy to follow?
4. Is the product the star of the ad?
5. Overall do you believe that this commercial will be successful for
the company?
 Create a Short PowerPoint with the Marketing Mix and the answers to
your questions!
Stock Price Activity
•
•
•
•
Go to Yahoofinance.com
Search for a company
You get $10,000 to buy a stock with
On a piece of paper, write down the date,
stock ticker symbol, the stock price, and
the number of shares you can buy
• # of shares = 10,000/Stock Price
24 hour list
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:
• How did you come to use these goods/services?
• How did you find out about these
goods/services?
• Where did you obtain these goods/services?
• How much did these goods/services cost?
– Create it in a word document and submit on
edmodo.com
Mass Marketing vs. Segments
Cornell Notes
• What is the difference?
• When is each used?
Mass Marketing
• An attempt to appeal to an entire market with
one basic marketing strategy.
• Advertisements during Nation-wide Televised
events.
Market Segments
• Splitting the marketing in order to target the
specific audience which is most likely to buy
the product
Types of Market Segmentation
• Demographic segmentation – based on age, race,
sex, education-level, etc.
• Geographic segmentation – based on the
location. Some items sell better in certain areas.
• Psychographic segmentation – based on
personality, values, attitudes, interests, or
lifestyles
• Behavioral segmentation – based on patterns of
behavior.
Segments Activity
 A new skin cream has been developed by
Neutrogena which is supposed to be
revolutionary. How would you promote the
new cream to each of the following groups?
How would you sell it to them, or convince them
to buy it?





Female Athletes
Physicians
Men Over 40
Teenage Girls
Women in other global regions
Super Bowl Commercials
 Research online and find 5 companies who
advertised during this year’s SuperBowl?
 Give a brief description, using a few
sentences, of each company’s product.
 Give a brief description of the commercial
they aired. Was it effective?
 Include you findings in a word document.
Submit on Edmodo.
Super Bowl Commercials
•
•
•
•
•
•
•
•
•
•
Lost Puppy Budweiser
Braylon Microsoft
McDonald’s Pay with Lovin
Always Like a Girl
Doritos Middle Seat
Fiat Blue Pill
Make it Happy Coca-Cola
With Dad Nissan
Dodge Wisdom
Toyota My Bold Dad
Rankings
10.McDonald’s Pay with Lovin
9. With Dad Nissan
8. Make it Happy Coca-Cola
7. Toyota My Bold Dad
6. Dodge Wisdom
5. Doritos Middle Seat
4. Braylon Microsoft
3. Fiat Blue Pill
2. Always Like a Girl
1. Lost Puppy Budweiser
Marketing Concept in 2 minutes
• https://www.youtube.com/watch?v=l4seWLW
2KhQ
Marketing Concept
• The marketing concept is the philosophy that
firms should analyze the needs of their
customers and then make decisions to satisfy
those needs, better than the competition.
Wednesday
Elements of the Marketing Concept
• Customer Orientation: Do it their way
• Company commitment: Do it better
• Company goals: Do it with success in mind.
How Marketing Benefits our Society
• Makes our lives better
• Promotes using the earth’s resources more
wisely
• Encourages trade between nations
Marketing Reports
1.
2.
3.
4.
Request/complaint reports
Lost sales reports
Activity reports
Quarterly Inventory Status – How much of an
item has been sold
5. Market demographics analysis
6. Accounts-payable summary
7. Annual income statement
1.
2.
3.
4.
5.
6.
7.
Marketing Reports
Request/complaint reports
Lost sales reports
Activity reports
Quarterly Inventory Status – How much of an
item has been sold
Market demographics analysis
Accounts-payable summary
Annual income statement
– Search for the definition of the 1 report,
statement, or summary that I assign you. Find
the definition, write it down next to the report’s
name, and then wait to share.
1.
2.
3.
4.
5.
6.
7.
Marketing Reports
Request/complaint reports
Lost sales reports
Activity reports
Quarterly Inventory Status – How much of an
item has been sold
Market demographics analysis
Accounts-payable summary
Annual income statement
• Find a person to teach you about each of the other reports.
• Write down the definition for 1-7
• At the end of the assignment, I will randomly select 7
students to share the definition for each report.
• The entire class will receive the same grade.
BMW – The Hire
• The BMW film series, The Hire was a series of
eight short films (averaging about ten minutes
each) produced for the Internet in 2001 and
2002.
• A form of branded content, all eight films
featured popular filmmakers from across the
globe, starred Clive Owen as the "Driver", and
highlighted the performance aspects of
various BMW automobiles.
Why is Marketing Information Needed?
• Q:Why is Marketing Information Needed?
• A:To identify potential customers, potential
products, marketing opportunities, solve
marketing problems, implement marketing
plans, and monitor marketing performance.
Monday
The Impact of Marketing Information
• Marketing research is used when a business
needs to solve problems.
• Helps answer questions about the four P’s
(Marketing Mix)
• Plan for future
• Understand markets.
BMW – The Hire
• The BMW film series, The Hire was a series of
eight short films (averaging about ten minutes
each) produced for the Internet in 2001 and
2002.
• A form of branded content, all eight films
featured popular filmmakers from across the
globe, starred Clive Owen as the "Driver", and
highlighted the performance aspects of
various BMW automobiles.
BMW – The Hire
• BMW did market research and found that the average age
of a BMW owner was about 46 and that 2/3 of them were
men.
• The also found that 85% of the people who bought their
cars researched them online before buying
• Questions to answer?
1. How did this information help BMW create such an
effective device to promote their product.?
2. Why was it so successful?
3. What would you do next if you were calling the shots and
Why?
–
Possible choices for BMW:
•
•
•
•
•
Produce a third season
Switch to a full length feature
Release the videos on Youtube.com
Go back to traditional advertising
Look for a completely new direction
Search on Gaggle Tube to Watch
• Season 1
Ambush
Chosen
The Follow (Artistic)
Star (Funny)
Powder Keg
• Season 2
– Hostage
– Ticker (Action)
– Beat The Devil
BMW – The Hire
• BMW did market research and found that the average age
of a BMW owner was about 46 and that 2/3 of them were
men.
• The also found that 85% of the people who bought their
cars researched them online before buying
• Questions to answer?
1. How did this information help BMW create such an
effective device to promote their product.?
2. Why was it so successful?
3. What would you do next if you were calling the shots and
• Season 1
Why?
–
Possible choices for BMW:
•
•
•
•
•
Produce a third season
Switch to a full length feature
Release the videos on Youtube.com
Go back to traditional advertising
Look for a completely new direction
•
Ambush
Chosen
The Follow (Artistic)
Star (Funny)
Powder Keg
Season 2
– Hostage
– Ticker (Action)
– Beat The Devil
Marketing Career Areas Cornell Notes
Sales
• Selling the product
• Pricing
• Where to sell it?
Retailing
• Figuring out how the product should be placed and
marketed in retail settings
Service Marketing
• How the service or product fits into the customer’s life
Customer Service
• Managing customer problems related the product
Public Relations
• Communication with the public
• Communication with other companies
Marketing Research
• Researching how populations, markets, or audiences
will react to product/service, or brand
Advertising
• Designing and creating commercials, campaigns,
print media, and any other type of promotion
Product/Service Management
• Designing features for a product or service to
encourage people to buy it
Production/Warehousing/Distribution
• Make the Product
• Store the Product
• Getting the product to the customers
Marketing Career Areas
1.
2.
3.
4.
5.
6.
7.
8.
9.
Marketing Research
Advertising
Product Management
Production/Warehousing/Distribution
Sales
Retailing
Service Marketing
Customer service
Public Relations
Tuesday
Career Area Project
• Marketing Research
• Advertising
• Product Management
• Production/Warehousing/Distribution
•
•
•
•
•
Sales
Retailing
Service Marketing
Customer service
Public Relations
First, Give us brief overview of what your
Career Area is all about! Then look for the
information below for that Career Area. You
can pick any job/occupation in that Career
Area. Create a PowerPoint!
A.Occupation-Job Title
B.Duties and Responsibilities
C.Educational requirements
D.Employment outlook
E.Salary Range
F.Schools offering training
G.Lifestyle associated with it
H.Personal Traits needed
I.Work Environment
J.Pictures of people in position
www.textbookwizards.com/4ps.ppt
• Goals, Strategies, and Tactics Cornell Notes
• Slides 38-41
• Read over those slides and write down
everything in Cornell notes format!
• Circle key terms, create your 3 levels of
questions, and write your summary at the
bottom.
What is the Difference between the
three?
• Goals
• Strategies
• Tactics
Goals
• An observable and measurable end result
having one or more objectives to be achieved
within a more or less fixed timeframe.
Strategies
• A method or plan chosen to bring about a
desired future, such as achievement of a goal
or solution to a problem.
• You create strategies to achieve goals
Tactics
• Means by which a strategy is carried out.
Taste Test
BEFORE THE TASTE TEST!!!!
Write which of these three drinks is your favorite on your
paper.
• Coke
• Pepsi
• Generic Brand Cola
Also write which is your favorite brand of chocolate chip
cookie.
• Chips A Hoy
• Keebler
• Generic
TASTE TEST CONTINUED
• No talking during the exercise!!!
• I will bring out a small cup with a little taste of
each kind. Each drink will be A,B, or C.
• Please rank solely on taste. Do not look at
other people’s reactions.
• I want you to pick which Drink and Cookie you
like best. A, B, or C
• At the bottom you can try and guess what A,B,
and C are for a bonus $100 in business bucks
Taste Test/Marketing Research
• How could a product like Coca Cola, Pepsi, or
Generic Brand Cola use this sort of
demonstration to promote it’s product?
• Describe 3 products or services which could
benefit from samples, demonstration, or
surveys as Marketing Tools.
• Share Examples with class!
GM HyWire
• What is the opportunity here?
• What are the economic and environmental
benefits of this new prototype?
• What are some of the things standing in the
way of this prototype?
• Do you think this is the wave of the future, or
is this just a stepping stone?
• What do you think is next for the automobile
industry?
Marketing Careers Quiz
•
•
•
•
•
Take out a piece of paper
Write you lunch number at the top
Do not put your name on this
Number your paper 1-10
I’m giving you 5 minutes to create a cheat
sheet on the back of your quiz. When time
expires the only thing on you desk should be
your paper and writing utensil.
Marketing Career Areas
1.
2.
3.
4.
5.
6.
7.
8.
9.
Marketing Research
Advertising
Product Management
Production/Warehousing/Distribution
Sales
Retailing
Service Marketing
Customer service
Public Relations
Tuesday
1. Designing features for a product
or service to encourage people to
buy it
1.
2.
3.
4.
Marketing Research
Advertising
Product/Service Management
Production/Warehousing/Distribution
2. Designing and creating commercials,
campaigns, print media, and any other
type of promotion
1.
2.
3.
4.
Marketing Research
Advertising
Product/Service Management
Production/Warehousing/Distribution
3. Relates to:
Making and storing the product
1.
2.
3.
4.
Marketing Research
Advertising
Product/Service Management
Production/Warehousing/Distribution
4. Relates to:
Getting the product to the customer
1.
2.
3.
4.
Marketing Research
Advertising
Product/Service Management
Production/Warehousing/Distribution
5. Researching how populations, markets,
or audiences will react to
product/service, or brand
1.
2.
3.
4.
Marketing Research
Advertising
Product/Service Management
Production/Warehousing/Distribution
6. How the service or product fits
into the customer’s life (Ex. Hotel
Concierge)
1.
2.
3.
4.
5.
Sales
Retailing
Service Marketing
Customer service
Public Relations
7. Figuring out how the product
should be placed and marketed in
retail settings
1.
2.
3.
4.
5.
Sales
Retailing
Service Marketing
Customer service
Public Relations
8. Managing customer problems
related the product (Ex. Handling
Complaints
1.
2.
3.
4.
5.
Sales
Retailing
Service Marketing
Customer service
Public Relations
9. Communication with other
companies and the public
1.
2.
3.
4.
5.
Sales
Retailing
Service Marketing
Customer service
Public Relations
10. Relates best to the process of
actually selling the product
1.
2.
3.
4.
5.
Sales
Retailing
Service Marketing
Customer service
Public Relations
Review from Last Class
•
•
•
•
Goals are achieved through ______________.
Goals are achieved through Strategies.
Strategies are made up of ________________.
Strategies are made up of Tactics.
1.00 10 Multiple Choice Questions
www.textbookwizards.com/mktgvocab1.doc
www.textbookwizards.com/4ps.ppt
• Create 10 multiple choice questions based on
the info and vocab from the links above.
• Create your quiz in a word document.
• Print and have someone else in class take your
quiz
• If they miss a question, you have to help them
write a test correction that explains the correct
answer
• Email me your document at hayesj@gcsnc.com
www.textbookwizards.com/4ps.ppt
• Required Cornell Notes are listed on the
Notebook Checklist
• Go back and review/revise your notes
–In order to receive credit you must:
• Circle/highlight/underline key terms
• Create your 3 levels of questions
• Write your summary in the bottom section
– The 4 P’s of Marketing Cornell Notes (slides 4-8)
– Mass Marketing vs. Segments Cornell Notes (slides 12-14)
– Marketing Career Areas Cornell Notes (slides 33-34)
– Goals, Strategies, and Tactics Cornell Notes (slides 37-41)
Reflection on Learning for the 1st unit
• www.textbookwizards.com/4ps.ppt
• Type at least two paragraphs in a Word Document
(6-10 sentences each reflecting on these questions
while you summarize)
1. What did you learn in this unit?
2. What activities and projects did we complete that
reinforced what you learned?
3. How is your study process changing or evolving
from the beginning of class until now? (Test 1.00 is
on Friday!)
4. How could you apply what we learned outside of
the classroom?
Communication Aces
1. Why is “Communication” at
the center of all marketing
activities?
– Answer the question above using the Aces Format
(answer, cite evidence, explain, and sum it up)
– You can use experience, something we’ve done in
class, or internet research as your evidence for
“C.”
Test 1.00 Review
• The marketing concept is the philosophy that
firms should analyze the needs of their
customers and then make decisions to satisfy
those needs, better than the competition.
• Marketing Makes our lives better and
promotes using the earth’s resources more
wisely
• Communication (contacting and maintaining
customers) is the most important part of any
relationship including customer and business.
Test 1.00 Review (slide 2)
Goals are achieved through Strategies.
Strategies are made up of Tactics.
• A Goal is an observable and measurable end result
having one or more objectives to be achieved within
a more or less fixed timeframe.
• Psychographic segmentation – based on personality,
values, attitudes, interests, or lifestyles
• Q:Why is Marketing Information Needed?
• A:To identify potential customers, potential products,
marketing opportunities, solve marketing problems,
implement marketing plans, and monitor marketing
performance.
Test 1.00 Review (slide 3)
• Lost sales reports and Activity reports show
management what a salesperson has
accomplished and why they lost certain
sales.
• Quarterly Inventory Status and Inventory
Reports show how much inventory is left so
that you can determine which products have
been more popular over different periods of
time.
The role of marketing in a private
enterprise system
• Marketing fits into every facet of our lives
• Marketing provides benefits that make our
lives better, promote using natural resources
more wisely, and encourage international
trade.
• Without marketing, we would be forced to be
self-sufficient.
If marketing did not exist….
• Our nation would have difficulty linking
producers with customers
• Our own routines would be different because
marketing shapes even the little things we do.
2nd Block
• Click on the Thinkgate Link on your desktop or
type in this link:
• http://goo.gl/5XAbNe
• Test ID : 85376242822
• Test ID coop: 85606042822
3rd Block
• Click on the Thinkgate Link on your desktop or
type in this link:
• http://goo.gl/5XAbNe
• Test ID : 85378142822
• Test ID coop: 85602442822
1.00 Test Corrections
• Answer Key
• www.textbookwizards.com/test1.docx
• Your answers
• www.textbookwizards.com/answersmktg.xlsx
• Find the questions you got incorrect and complete
test corrections for each missed question
• In order to get half the points back you have to
explain why the correct answer is the right choice
and you have to explain why your answer was
incorrect (2 sentences for each question)
• WWW.TEXTBOOKWIZARDS.COM/LEARNINGLOG.DOC
• Act practice
• http://www.textbookwizards.com/question.pptx
1.00 Test Corrections
• Answer Key
• Your answers
• www.textbookwizards.com/answersmktg.xls
• Find the questions you got incorrect and complete
test corrections for each missed question
• In order to get half the points back you have to
explain why the correct answer is the right choice
and you have to explain why each of the other
answer choices could not be the right choice.
Test Corrections
• Find the questions you got incorrect and
complete test corrections for each missed
question
• In order to get half the points back you have to
explain why the correct answer is the right choice
and you have to explain why each of the other
answer choices could not be the right choice.
Competition
• Complete a competition analysis. A
competition analysis is part of the trading area
analysis for a business plan. When developing
a competition analysis for your business plan,
consider the following questions
Competition Analysis Assignment
1. Who are the five nearest direct competitors?
2. Who are the indirect competitors?
3. How are their businesses performing? Steady?
Increasing? Decreasing?
4. What have you learned from their operations? From
their advertising?
5. What are their strengths and weaknesses?
6. How does their product or service differ from yours?
 Get back with your group from the TV commercial
presentation and research and answer the questions
above for the company you presented on in a short
PowerPoint. We will be presenting tomorrow in class.
Positioning Strategy
• Methods used for positioning:
– Play to the competition’s weaknesses.
– Lead with your strengths.
– Look for under-served markets.
– Target different market segments.
• Group assignment, 2 or 3 people
• Which strategies should the company, your choice, be using in
order to be successful in the future?
• Pick which ones you think will apply and explain in detail how you
believe that the company could go about it.
• Informally present to the class
Extra Credit Assignment
•
•
•
•
•
•
•
•
•
Open a Microsoft Word document.
Choose any entrepreneur
Research the entrepreneur online.
Discuss in detail how this entrepreneur marketed themselves
and their product.
Who did they target?
What was the organization mission or vision and how did their
structure and employee handbook reflect that?
What goals did they set?
What strategies and tactics did they use to achieve them?
You can receive up to 10 points of extra credit for your first
test.
www.textbookwizards.com/mktg1.00.doc
www.textbookwizards.com/4ps.ppt
www.textbookwizards.com/1.00.ppt