BICU
Marketing and Sales
Name
Date
Day AC BD Block
Make sure to save all items from this unit in your “Marketing and Sales” Folder on your
computer. You can save each as the activity number or title listed.
Section
Activities
Check-off
Part I: Vocabulary
1. Flash Cards
2. Word Search
Part II: The Marketing Mix 3. Comparison
4. Understanding Marketing
5. Teen Target
Part III: Market Research
6. Focus Group Questions
and Product Development
Part IV: Advertising
7. Advertising Campaign
8. Advertising Appeal
Culminating Activity
Event Flier
Final Project
Marketing a Product—You
Extra Credit
Infomercial Activity
Part I: Vocabulary
Activity 1 Directions:
Read the following list of vocabulary words. When you are finished, create flash cards for each
vocabulary word, writing the word on the front of your index card and the definition on the back.
Advertising: the paid, nonpersonal form of communication that businesses use to promote their
products
Cyber ads: advertisements that appear on the Internet
Demographics: facts about the population in terms of age, gender, location, income and
education
Direct-mail Advertising: consists of advertisements sent by mail to people’s homes
Infomercial: a television program, usually 30 minutes long, made to advertise a product
Market: a group of customers who share common wants and needs
Market Research: gathering and studying information about the buying habits of consumers to
determine what goods and services to produce
Marketing: the process of creating, promoting, and presenting a product to meet the wants and
needs of consumers.
Marketing Concept: a plan for how to market a product or service to consumers.
Marketing Mix: The four main elements of marketing, also called the four P’s: product, place,
price, and promotion
Marketing and Sales Tab, Marketing and Sales Packet, page 1
Mass Media: means of communication such as television, radio and newspapers
Target Marketing: finding and analyzing potential consumers for a product
Transit Advertising: consists of posters placed on the sides of buses, in subway stations, inside
trains and at airports
Webcast: like a television or radio broadcast but sent and received over the Web
Activity 2 Directions:
Quickly create a word search using www.puzzlemaker.com must make it big enough so it uses at
least 12 of the 14 vocabulary words on the front page of the Marketing and Sales Packet. It will
probably need to be 25 x 25—print both the puzzle and the key. In Microsoft Word open a new
document, type a title and then create a table and fill in the letters from the Internet word search.
Double space after the table and list the vocabulary words at the left margin. Double space and
type your name, block and file name. Save. Do not print. The teacher will then show you how
to take your list of words and put them into columns below your table. When you turn in your
packet of work, you need to hand in a printed copy of your word search and an answer key with
the answers highlighted or circled.
Save in your Marketing and Sales folder as: Activity 2
Part II: The Marketing Mix
1. Product
a. Is there a demand for the product?
b. How do you present the product to make it as appealing as possible?
c. What does the packaging look like?
2. Place
a. Where do you sell the product? Example – Where do you sell skis?
b. What kind of location? Example – a large department store or a boutique?
c. Where do you place this product within the store?
3. Price
a. How much are customers willing to pay?
b. Is the price competitive with other products?
c. Can the company make a profit?
4. Promotion
a. What types of advertising should be used?
b. Should discounts be offered?
c. What type of publicity should be utilized?
Marketing and Sales Tab, Marketing and Sales Packet, page 2
Activity 3 Directions:
Think about five things you buy often. Determine at least three different places that you can buy
those items. Record the price that each store charges for each item. Put the information you
have found into a table.
When setting up your table, be sure to include a title (you come up with one) and column
headings. Refer to your Table How-To packet, if necessary. When typing dollar amounts, only
the first line should have the dollars sign typed and be sure the decimals vertically align. Do any
of your columns need to be distributed evenly? Adjust the overall width of the table so there
isn’t too much white space; horizontally and vertically center your table on the page. Type your
heading below the table.
Save in your Sales and Marketing folder as: Activity 3
Activity 4 Directions:
The two statements below express opinions often held by people who do not understand
marketing. For each of the statements, develop a paragraph of at least five sentences that
demonstrates why the opinion is not correct. Use default margins and double space and provide
a title. Be sure to type the statement (does not count as one of the five required sentences) as
part of each paragraph before you state your reasons why the opinion is not correct.
“My business offers high-quality products, so it does not need marketing.”
“Customers have been complaining my products are not as good as they would like. I need to
use marketing to be sure those poor products are sold.”
Save in your Marketing and Sales folder as: Activity 4
Activity 5 Directions:
Using Microsoft Word, make a list (an enumeration) of all the businesses that you have visited in
approximately the last two weeks in the community. After you have completed your
enumeration answer the following questions,
1.
Why do you think these businesses may want to target teenage students?
2.
What types of businesses target teenage students?
Save in your Marketing and Sales folder as: Activity 5
Part III: Market Research And Product Development
The demand for products changes constantly. Fads and fashions go in and out of style. New
technology replaces old technology. A company’s ability to create a new product or a slight
variation or an already successful one is important to increasing sales.
The following are the seven steps in developing a new product:
1.
Generating Ideas – collaborating is key
2.
Screening Ideas – evaluate the final list of ideas
3.
Developing a Business Proposal – the plan addresses the market, potential sales, costs,
profit potential, market trends, the competition’s products, and the level of risk
4.
Developing the Product – a prototype or model of the actual product is made
5.
Test Marketing the Product – collect customer’s responses
6.
Introducing the Product – utilize publicity
7.
Evaluating the Customer Acceptance – marketers need to track customers’ responses
Marketing and Sales Tab, Marketing and Sales Packet, page 3
Activity 6 Directions:
Focus Group Activity—With a partner, create 4 sections of questions that would need to be
answered by a focus group evaluating a new food product. Each section needs to have at least
five questions. When actually typing up the questions, use 1” top and side margins. Provide a
blank line, if needed, for answers. Remember—numbers must stay at the left margin! When
you start a new section, start with number one again. Provide a title.
Section 1: Questions about the consumer evaluating the product.
Example: age, education, etc.
Section 2: Questions about the packaging.
Example: colors, size, design, logo, etc.
Section 3: Questions about the actual product.
Example: appearance, smell, sweetness, freshness, etc.
Section 4: Questions about pricing and purchasing.
Example: value priced, etc.
Save in your Marketing and Sales folder as: Activity 6
Part IV: Advertising
1. Print Media
a. Newspapers – the main advertising medium in the United States
b. Magazines
c. Direct-Mail Advertising – the third biggest advertising medium
d. Directory Advertising – consists mostly of telephone books
e. Outdoor Advertising – most common form is the billboard
f. Transit Advertising – uses public transportation
2. Broadcast Media – most effective means of advertising
a. Television
b. Radio
c. Web casting
3. Cyber Ads
a. Pop-up ads – appear for a few seconds when you first log onto the Internet or when
you click on a site
b. Banner ads – displayed across the top or bottom of the screen and remain there
c. Screen ads – appear at the left or right of the screen and can be printed for future
reference
Activity 7 Directions:
Team up with one or two classmates and create a modified advertising campaign for a product.
Explain the product that you will be selling. Then choose three different advertising mediums to
use, explain why you chose those three, and give an example of each. You might want to
research current trends in your market, and look around for ideas.
Save in your Marketing and Sales folder as: Activity 7
Marketing and Sales Tab, Marketing and Sales Packet, page 4
Activity 8 Directions:
From a magazine, newspaper or the Internet, select any four advertisements and carefully cut
them out. Attach each to its own separate sheet of paper (use printer paper). You will be
evaluating each one of the ads by organizing the information into one table. Create your table
using landscape paper orientation and follow all table formatting rules that we have learned.
Provide an appropriate title. Describe each of the following in your table:
 Features of the product advertised
 Appeal of ad (what about the ad appeals to you when you look at it and what does
not)
 New/Improved product (Yes or no)
 Satisfy want or need
 Additional Information that should be included
 Purchase product (Yes or no – based on the advertisement)
Save in your Marketing and Sales folder as: Activity 8
Culminating Activity
Directions:
Imagine you have been hired to create a publicity event for either
a. a shoe store that plans to introduce a new line of athletic shoes.
b. a clothing store that plans to introduce a new line of clothing
c. or another idea approved by your teacher
Using Microsoft Word, write a one-page paper (1” margins, double space) about the event you’re
organizing, setting up and running. Include all planning details, place, day/date and event
activities. Provide a title. Then, create a flier (.5 margins) that you could use to promote your
event. Be sure to include pertinent details! You can use Word Art, graphics, different fonts, font
sizes, colors, etc.—make it eye-catching, and attention-grabbing.
Save in your Marketing and Sales folder as: Culminating Activity
Marketing and Sales Tab, Marketing and Sales Packet, page 5
Final Project
Marketing a Product – YOU
Up to this point, you have learned the fundamentals of marketing a product. This assignment
will be a little different, as the product that you will be marketing will by YOURSELF! Since
ALL of you should be graduating within the next couple of years, it will be extremely important
to understand how to market yourself to a target market of potential employees or college
admissions counselors. Make sure that your final project is typed. You may use the computer
program that will be most effective for you. The following describes the MARKETING PLAN
that you will be putting together for yourself.
Part I - Introduction (20 points):
 A description of the “product” (the student) and the “features” (including education,
work and other relevant experience, extra-curricular activities, special skills and
unique knowledge)
Part II - Mission Statement (15 points):
 A listing and description of the major educational and career goals of the student
Part III - Target Market and Market Research (25 points):
 A group of four potential employers OR post-secondary schools (two- and four-year
colleges, vocational schools, etc.) for whom the student would like to work for or be
educated from
 A list of at least three places to find information on what the prospective college or
employer is looking for in a candidate
Part IV - Marketing Mix (40 points):
 You need to give a brief description of the 4 P’s
 Product: the student
 Price: scholarships ($ amounts) that the student thinks he/she should be eligible
for OR the wages and benefits the student thinks he/she should be paid
 Place/Distribution: When and for how long the student would be expected to be
enrolled in college OR when and where the student would be required to work
 Promotion: how and where to most effectively communicate how the student
meets the needs of the target market
You may use the example on the next page when creating your project.
Marketing and Sales Tab, Marketing and Sales Packet, page 6
PART I – INTRODUCTION:
Personal Information:
Name:
Address:
Telephone Number:
E-mail Address:
Education:
High School:
Anticipated Graduation Date:
Special Courses Taken:
Work Experience: (jobs, internships, job shadowing, volunteering)
Employer, Location, Position, Dates of Employment:
Duties:
Extracurricular Activities:
Special Skills:
References: (Name, title, business, address and telephone number) – at least two
PART II – MISSION STATEMENT
Career and Educational Goals:
(List five of your short or long-term career/educational goals)
PART III - TARGET MARKET AND MARKET RESEARCH:
(List your top four college choices and/or the top four employers)
(List at least three places to look for more information about your prospective college/employer)
PART IV – MARKETING MIX:
1. Product: (name and give brief description)
2.
Price: (scholarships or wages) – Give reasons!!
3.
Place/Distribution: (College – when and for how long; Employer – when and where)
4.
Promotion: (How and where are you going to promote yourself)
Save in your Marketing and Sales folder as: Final Project
Marketing and Sales Tab, Marketing and Sales Packet, page 7
Extra Credit
Watch an infomercial and complete the following in multi-paragraph format:
 Give a description of the product(s)
 Length of infomercial
 Did a celebrity talk and demonstrate the product? If so, did the celebrity make you want
to buy the product?
 Was there a toll-free number for customers to call in when ready to buy?
 Was there a special discount or offer available?
 What day and time did the infomercial air?
 Did you like the infomercial? Why or why not?
 Do you think the infomercial was an effective advertising strategy?
Marketing and Sales Tab, Marketing and Sales Packet, page 8