What is Marketing?
What do you know about Marketing?
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What was the last product you purchased?
What was the brand name?
Who produced or manufactured the product?
What size was it (lbs., ozs. king-size, etc.)
What did the package look like?
What was the purchase price?
Where did you purchase the product?
How did you hear about the product?
Where in the store was the product located? (Displayed in a
special place, on the shelf, etc.)
Have you ever seen the product advertised? If so where?
Marketing
 “The process of planning and executing
the conception, pricing, promotion, and
distribution of ideas, goods, and services
to create exchanges that satisfy
individual and organizational objectives.”
Marketing is a process
it involves. . .
Planning
 Begins with what goods, services, and
ideas to produce or sell in order to satisfy
consumers’ needs and wants.
 Analyzing potential consumers to
determine who they are and what items
to produce or sell in order to satisfy them.
Planning Involves deciding
what products to make…
 Write down on your notes page the
products that are made right here in
Albany at Masterfoods?
Masterfoods also produces
Snickers..write down:
 All of the varieties of Snickers
 All of the sizes Snickers come in
What about Verizon…
 Write down all the products they offer
 Do they sell products and services?
 Can you name the services?
So you can see that Product/Service
planning occurs in many businesses—
manufacturers and retailers
Planning for Airheads
Assortment includes:
Cherry
Green Apple
Blue Raspberry
Watermelon
Strawberry
White Mystery
49.5 ounce box
90/.55 oz. bars
Display box
Marketing is a process
it involves. . .
Pricing
 Items must be priced so that consumers
want to buy them.
 Price indicates quality and/or value to
consumers.
 Price must be set to enable businesses
to make a profit, but still be able to
compete with others.
Pricing
Set the price high enough to make a
profit…but reasonable enough so
customers will buy it
Profit is how much you make on a product
Sales Price – Cost = Profit
Let’s practice….
Pricing
Airheads cost $8.92 for a box of 90
(including 7% tax)
We sell them for $.25 each…
1. How much do we make on each??
(divide 8.92/90 to get cost per airhead)
2. How much profit on the whole box?
It is a process. It
involves. . .
Promoting
 Marketing helps to create and stimulate
demand for products by informing
people about them.
 Advertising, Sales promotion, Publicity,
and Personal Selling are forms of
promotion.
 How did you know about our DECA Cart?
 How are Airheads promoted?
http://www.airheads.com/
 Write down all of the ads you have seen
or heard today
Marketing is a process
it involves. . .
Distributing
 Involves shipping, handling, and storing
of items on the way from the producers to
the consumer.
 Ensures that items are available when
and where they are needed.
We buy our candy at Sam’s Club and
store it in our closet..that’s our
distribution
Sam’s buy’s from a lot of
vendors…they buy Airheads from
Sales Consultant Team Presentation
You are a sales consultant team and will
evaluate the current offerings of the
School-based enterprise and suggest a
new product to offer on the DECA Cart;
explain the channel of distribution for the
new product; Suggest a price for the new
product (explain and show calculations);
create a promotional plan for your
suggested product.
Your Goal is to increase profits for the
DECA Cart (remember you cannot
compete with lunchroom or vending
machines).
Your client is the CEO (Me!!)
You are to conduct a professional sales
presentation and convince the CEO to
hire you.
Your presentation needs to adequately
depict all products sold on the DECA Cart
and convince the me that your product
will be the best fit for The DECA Cart and
will increase profits.
The following rubric will evaluate your
performance and presentation.
Sales Consultant Team Presentation Rubric
(1-2)
Fails to meet /Minimal
Expectations met
(3-4)
Developing/ inconsistent met
some expectations
( 5-8)
Meets expectations/ significant
command of the subject
(9-10)
Exceptional project/
Professional Performance
Facet 1-4
Current Products:
Visual depiction and description
of elements are poorly or
incorrectly addressed
Current Products:
Visual depiction and description
somewhat accurate
Current Products:
Accurate visual depiction, good
description appropriate for the
audience
Current Products:
Accurate visual depiction of
elements is included. Creative and
innovative entirely appropriate for
the audience
Facet 1-4
Current Pricing:
Description of price incorrectly
addressed
Current Pricing:
Description of price somewhat
accurate
Current Pricing:
Description of price accurate and
appropriate for the audience
Current Pricing:
Description of price
accurate, creative, and entirely
appropriate for the audience
Facet 1-4
Current Distribution:
incorrectly addressed
Current Distribution:
Description somewhat accurate
Current Distribution:
Good description appropriate for
the audience
Current Distribution:
Description
accurate, creative, and entirely
appropriate for the audience
Facet 1-4
Current promotion: description
poorly or incorrectly addressed
Current promotion:
Description somewhat accurate
Current promotion:
Good description appropriate for
the audience
Current promotion:
Description
accurate, creative, and entirely
appropriate for the audience
Facet 1-4
Product/Service is poorly
chosen; ignored needs of clients
Product suggested is reasonable
but not very likely to be
successful, did not adequate
consider the current product mix
Product is a good choice and has
a good chance for success,
considered the current product
mix
Product suggested is a great
choice and complements the
current product mix with great
chance of success
Facet 1-4
Distribution was not explained
adequately
Distribution plan was addressed
and some elements were
addressed, but not reasonable
Distribution plan was addressed
and most elements were
addressed and reasonable
Clear distribution plan;
addressed, delivery/pickup,
storage, etc.
Facet 1-4
Price and projected sales/profit
is not adequate
Price and or profit is addressed,
but not some elements
unreasonable
Price and profit are addressed and
are reasonable
Price and projected profit is
explained and will increase profit
potential
Facet 1-4
Promotional activities and
promotional elements were
inadequate
Promotional activities were
planned, but general and
unappealing.
Promotional activities presented
were interesting, but not creative
Promotional activities were
interesting and creative;
Facet 4-5
Sales presentation was not clear
and did not relate to client’s
situation and needs
Attempts were made to relate to
client’s situation and needs
Repeatedly made attempts to
tailored presentation to client
situation and needs
Smoothly tailored presentation to
client situation and needs without
hesitation
(Facets 1-6)
Suggestions to improve schoolbased enterprise were vague and
unplanned
Suggestions for improvement
were made, some were
unrealistic or unachievable
Good suggestions were made to
improve school-based enterprise
took the client needs into account,
considered the needs of
customers.
Creative and innovative
suggestions were made to
improve school-based enterprise,
took the client needs into
account, considered the needs of
customers.