Unit 5 Lesson 1/Day 1 – The Marketing Mix
COURSE:
Business Fundamentals
& Marketing
Topic Overview:
The Marketing Mix
PROJECT TITLE:
The 4 P’s of Marketing
Related Career:
Marketing/Business
Estimated Duration in Minutes:
75 minutes
Content Standard(s):
1. Explain components of the marketing mix.

Product

Price

Place

Promotion
2. Demonstrate effective oral presentation skills
Primary Concern/Issue/Problem:
1. What is the importance of the marketing
mix?
2. What does each of the 4 P’s represent?
Materials/Equipment/Technology Resources:
1. YouTube video:
http://www.youtube.com/watch?v=qlN3F1FhW4
2. PowerPoint Presentation –
http://gactaern.org/Unit%20Plan/Marketing/Marketing_Principle
s/MP_3%204Ps%20PowerPoint.ppt
3.
4.
5.
6.
7.
8.
9.
Student Notes Handout
Poster Activity Handout
Poster Board
Markers
Four products
Poster Board Rubric
Marketing Mix Graphic Organizer
Unit 5 Lesson 1/Day 1 – The Marketing Mix
Procedures/Activities/Learning Experiences:
Introduction: (20 minutes)
1. YouTube Video: Swagger Wagon – Discuss what the 4 P’s are in the video (10 minutes)
2. Marketing Mix Graphic Organizer – Relates to video (10 minutes)
(PowerPoint Presentation along with Lecture (20 minutes))
Lecture: Instructional Focus – (Question/Answer Lecture – more student interaction)
 The marketing mix is comprised of the 4 P’s: Product, Place, Price and Promotion.
 Target marketing is focusing all marketing decisions on the specific group of people you want to reach. The more
information you have the easier to make decisions.
 Product strategies include what product to make, how to package it, what brand name to use, and what image to
project.
 Place strategies determine how and where a product will be distributed. Placing a clothing item in a grocery store
might not be a smart idea; however, placing a clothing item in a boutique store is brilliant! Can markup price, and
appeal to the richer class of people.
 Price strategies should reflect what customers are willing and able to pay. Pricing a candy bar at $5.99 is not smart!
Pricing it at $.79 is a deal! Why?
 Promotion strategies deal with how potential customers will be told about the new product, what the message will
be, when and where it will be delivered, and with what inducements to buy. Coupons, billboards, flyers, sales are just
some examples.
 Product/Service
o What does the customer want from the product/service? What needs does it satisfy?
o What features does it have to meet these needs?
 Are there any features you've missed out?
 Are you including costly features that the customer won't actually use?
o How and where will the customer use it?
o What does it look like? How will customers experience it?
o What size(s), color(s), and so on, should it be?
o What is it to be called?
o How is it branded?
o How is it differentiated versus your competitors?
o What is the most it can cost to provide, and still be sold sufficiently profitably? (See also Price, below).
Place
 Where do buyers look for your product or service?
 If they look in a store, what kind? A specialist boutique or in a supermarket, or both? Or online? Or direct, via a
catalogue?
 How can you access the right distribution channels?
 Do you need to use a sales force? Or attend trade fairs? Or make online submissions? Or send samples to catalogue
companies?
 What do you competitors do, and how can you learn from that and/or differentiate?
Price
 What is the value of the product or service to the buyer?
 Are there established price points for products or services in this area?
 Is the customer price sensitive? Will a small decrease in price gain you extra market share? Or will a small increase be
indiscernible, and so gain you extra profit margin?
 What discounts should be offered to trade customers, or to other specific segments of your market?
 How will your price compare with your competitors?
Promotion
 Where and when can you get across your marketing messages to your target market?
 Will you reach your audience by advertising in the press, or on TV, or radio, or on billboards? By using direct
marketing mailshot? Through PR? On the Internet?
 When is the best time to promote? Is there seasonality in the market? Are there any wider environmental issues that
suggest or dictate the timing of your market launch, or the timing of subsequent promotions?
 How do your competitors do their promotions? And how does that influence your choice of promotional activity?
Analyze four products and their 4 P’s. (10 minutes)
Poster Activity (15 minutes) – Analyze their OWN product for the 4 P’s
Poster Presentations (10 minutes) ***If there is not enough time at the end of class for everyone’s presentation, we will
continue them at the beginning of the next class. ***
Unit 5 Lesson 1/Day 1 – The Marketing Mix
Provisions for Individual Differences:
Provisions will be made for those students with individual differences.
Varied Assessment
Strategies:
1. Poster Presentation
(See Rubric)
2. Marketing Mix
Graphic Organizer
Integrated Curriculum:
None