Lesson Title – Product Planning/Positioning
Course – Marketing I
Grade Level –11-12
Author – David Haar
School – EHS/CCSD
Length of Lesson – 2 periods
CTE Academic Integration Lesson Planner
What do I want students to learn?
Standards and Benchmarks
Standards and Benchmarks
ACT College Readiness Standards
 Describe the steps in product planning
 Explain how to develop, maintain, and
improve a product mix
 Identify the four stages of the product life
cycle
 Describe product positioning techniques
Reading (20-23)
1. Infer the main idea or purpose of straightforward paragraphs
in uncomplicated literary narratives
6. Identify clear relationships between people, ideas, and so on
in uncomplicated passages
8. Use context to determine the appropriate meaning of some
figurative and nonfigurative words, phrases, and statements
in uncomplicated passages
10. Draw generalizations and conclusions about people, ideas,
and so on in uncomplicated passages
(Taken from Marketing text, chapter 30)
English (20-23)
1. Identify the central idea or main topic of a straightforward
piece of writing
2. Determine relevancy when presented with a variety of
sentence-level details
3. Use conjunctive adverbs or phrases to express
straightforward logical relationships (e.g., first, afterward, in
response)
5. Add a sentence that introduces a simple paragraph
7. Use the word or phrase most consistent with the style and
tone of a fairly straightforward essay
10. Use idiomatically appropriate prepositions, especially in
combination with verbs (e.g., long for, appeal to)
11. Ensure that a verb agrees with its subject when there is
some text between the two
12. Use commas to set off simple parenthetical phrases
13. Delete unnecessary commas when an incorrect reading of
the sentence suggests a pause that should be punctuated
(e.g., between verb and direct object clause)
Students will:
Students will:
•Know: (Content and Vocabulary)
 product planning
 product mix
 product line and product item
 product width and depth
 product positioning
•Do: (Skills, Strategies, Processes and Literacy)
 Plan product mix
 Determine services to provide customers
 Explain the role of customer service in
positioning/image
 Develop strategies to position a product
Essential Questions
Guiding, driving questions which lead to enduring understandings
How has a current company developed their current product mix? What critical thinking was involved?
What product/service offering would you implement into a local company? Explain your reasoning.
How am I going to assess student learning?
Assessments: Formative assessments and/or Summative assessments
..\..\CTE\product positioning activity.pdf
Lesson Title – Product Planning/Positioning
Course – Marketing I
Grade Level –11-12
Author – David Haar
School – EHS/CCSD
Length of Lesson – 2 periods
Instructional Plan
Prerequisite Skills: Preparation
What prior knowledge, skills and understanding do the students need? How will you assess their background knowledge and
readiness?
Students make excellent consumers, and businesses know that. In this lesson, students will use their normal
shopping purchases to analyze the why and how consumers reach their target markets. Critical thinking of the
concepts retailers use will allow students to understand the psychology of how products are brought to market.
Students will assess their skills of the concepts in this chapter by applying them to a current retailer they are
familiar with.
Resources
What materials and resources are needed for this lesson? Describe the learning environment where this lesson will take
place.
Marketing textbook, 2009
The hyperlinked activity above is copied below in Word format.
Chapter 30 concepts
You will have two separate exercises for this chapter. The first exercise deals with reading the
chapter and thinking of current examples that you are familiar with. The second exercise allows
you to brainstorm a new product item for a current store, complete with your rationale for
selecting and promoting it. Have fun!
Part1Please do the following for each term:
1. Define the term using the book.
2. Cite a current day example of this term utilized in our community. (i.e. term is product
mix. Starbucks offers a product mix of various coffees, pastries, music, accessories,
coffee makers, teas, and some have drive in capability)
3. Brainstorm how this product or service is “positioned” in the marketplace. (i.e. Starbucks
positions its coffee as upscale and marketed primarily to high usage professionals)
Product mix
Definition
Current day example
Current positioning
Product depth
Definition
Current day example
Current positioning
Product width
Definition
Lesson Title – Product Planning/Positioning
Course – Marketing I
Grade Level –11-12
Author – David Haar
School – EHS/CCSD
Length of Lesson – 2 periods
Current day example
Current positioning
Product deletion
Definition
Current day example
Current positioning
Product modification
Definition
Current day example
Current positioning
Part 2Finally, read through the section in chapter 30.2 about product positioning. Your
assignment will be as follows:
1. Select a current company with a broad product mix.
2. Select a new product to introduce to the current product mix.
3. Give justification as to why this product should succeed.
4. Explain- using one of the “positioning techniques”- how you plan to position the product.
5. Complete all of this is a 1-2 page double spaced typed paper.