IGCSE Business Chp. 36
Keywords – Market, Market share, marketing, mix, market orientation, product orientation, segmentation
• Class : Y10
• Lesson Topic: Marketing
• Scheme of Work: A Market
IGCSE Business Chp. 36
Keywords – Market, Market share, marketing, mix, market orientation, product orientation, segmentation
IGCSE Business Chp. 36
Keywords – Market, Market share, marketing, mix, market orientation, product orientation, segmentation
P&D
Higher
thinking
Skills
Lesson Objectives
Planning and
Data
ALL
(KNOWLEDGE)
Describe a market and the different aspects of marketing
MOST (ANALYSIS)
• Analyse a market and apply your understanding to a case study.
SOME (EVALUATION )
• Evaluate the usefulness of marketing to the success of a business.
IGCSE Business Chp. 36
Keywords – Market, Market share, marketing, mix, market orientation, product orientation, segmentation
ATD
C-B
A-A*
By end of lesson you will Climb the Ladder
1. Discuss what part of the marketing mix is most important for a
new business start up.
2. Justify Mc Donalds in mass marketing
(8-12m) 8+ connectives & key words
1. How does a business like a magazine do marketing
2. Explain segmentation
3. Explain a niche market.
(5-7 m)
E-D
Apply to
demonstrate
5+ connectives & key words
1. Explain marketing
2. Define marketing mix
3. What is segmentation.
(2-4m) 2 + connectives & key words
IGCSE Business Chp. 36
Keywords – Market, Market share, marketing, mix, market orientation, product orientation, segmentation
• Key Words;
• Before we start can you find
these definitions in your
textbook
•
•
•
•
•
•
Market
Market share
Marketing Mix
Market orientation
Product Orientation
Segmentation
IGCSE Business Chp. 36
Keywords – Market, Market share, marketing, mix, market orientation, product orientation, segmentation
CONTRASTING
Although…
Except…
Moreover…
If…
However…
Yet…
Apart from…
Unless…
Despite…
As long as…
CAUSE & EFFECT
Consequently…
Due to…
As a result…
Therefore..
Because of…
Because…
CONCLUDING
Firstly…
After…
Secondly…
Before…
Overall…
I believe…
Finally…
I think …
In conclusion…
it depends…
To conclude…
short term…
Meanwhile…
Long term…
COMPARING
Equally…
As with…
Like…
In the same way…
Similarly…
Even so…
Likewise…
CONNECTIVES for Analysis
CONNECTIVES for Application
CONNECTIVES for Evaluation
EMPHASISING
Most importantly…
Significantly…
Notably…
Especially…
Above all…
In particular…
Indeed…
QUALIFYING
Despite…
Yet…
As long as…
Unless…
Apart from…
If…
Moreover…
Except…
However…
Although…
ADDING
In addition…
And…
Too…
Also…
Additionally…
As well as…
Furthermore…
ILLUSTRATING
For instance…
Such as…
In the case of…
So…
For example…
As revealed by…
As illustrated by…
IGCSE Business Chp. 36
Keywords – Market, Market share, marketing, mix, market orientation, product orientation, segmentation
PfL
Prepare for Learning – 5mins
What is a market?
Where buyers meet sellers and
Agree on a Price.
What markets can you think of?
IGCSE Business Chp. 36
Keywords – Market, Market share, marketing, mix, market orientation, product orientation, segmentation
Market Share
• Draw a Pie chart showing market
• Many businesses operate in a
market.
share for these businesses. (e.g.
Windows has 28% share of market.
• We can calculate the MARKET
SHARE with a calculation.
Market share =
Total sales of business/
total sales of market x
100.
1843000000
IGCSE Business Chp. 36
Keywords – Market, Market share, marketing, mix, market orientation, product orientation, segmentation
IGCSE Business Chp. 36
Keywords – Market, Market share, marketing, mix, market orientation, product orientation, segmentation
Potential Exam Question
• If total sales of this market is
185,000 units.
• What is Autos total sales?
• Appl?
IGCSE Business Chp. 36
Keywords – Market, Market share, marketing, mix, market orientation, product orientation, segmentation
PNI
What is marketing?
Marketing involves;
• Identifying customer needs
and satisfying them.
• (market research)
• Understanding competition
• Informing customers
• Charging right price
• Persuading customers
IGCSE Business Chp. 36
Keywords – Market, Market share, marketing, mix, market orientation, product orientation, segmentation
PNI
Present New Information
Starbucks is a successful company,
discuss with your partner how they
market their product and satisfy
needs.
Do they do market research you
think?
• Experience
• Starbucks Marketing
IGCSE Business Chp. 36
Keywords – Market, Market share, marketing, mix, market orientation, product orientation, segmentation
PNI
What is marketing?
Do Starbucks do these things?
• Identifying customer needs
(market research)
• Understanding competition
• Informing customers
• Charging right price
• Persuading customers
IGCSE Business Chp. 36
Keywords – Market, Market share, marketing, mix, market orientation, product orientation, segmentation
Product v Market Orientation
• Product orientated business – Is focused on
the product, design and function. E.g
Pharmaceuticals
• Market orientated – Focus on customer and
what they want. After market research they
will make a product for the market.
IGCSE Business Chp. 36
Keywords – Market, Market share, marketing, mix, market orientation, product orientation, segmentation
The Marketing Mix
• The key elements of a firm’s marketing strategy. Known as the
4Ps.
• What do you think comes under each P?
IGCSE Business Chp. 36
Keywords – Market, Market share, marketing, mix, market orientation, product orientation, segmentation
Marketing Mix
IGCSE Business Chp. 36
Keywords – Market, Market share, marketing, mix, market orientation, product orientation, segmentation
Marketing Objectives
Specific targets to reach
marketing strategy.
• E.g. Increase sales by 20%
• Increase stores by 50%
• Increase market share by
2020.
•
•
•
•
•
S
M
A
R
T
IGCSE Business Chp. 36
Keywords – Market, Market share, marketing, mix, market orientation, product orientation, segmentation
IGCSE Business Chp. 36
Keywords – Market, Market share, marketing, mix, market orientation, product orientation, segmentation
Market segmentation
• Where particular
customers have similar
characteristics.
• Who are these products
targeting?
IGCSE Business Chp. 36
Keywords – Market, Market share, marketing, mix, market orientation, product orientation, segmentation
Market Segmentation
• Geographic – segment customers by their location. US v EU.
• Demographic – Segment by Age. Young or older.
• Income – Wealthy v less wealthy consumers.
• Ethnic – Segment customers by their race. E.g. Asian music
• Religion – segment customers according to religious beliefs.
IGCSE Business Chp. 36
Keywords – Market, Market share, marketing, mix, market orientation, product orientation, segmentation
• Any of these products using the
segments below?
•
•
•
•
•
Geographic –
Demographic –
Income Ethnic –
Religion –
IGCSE Business Chp. 36
Keywords – Market, Market share, marketing, mix, market orientation, product orientation, segmentation
Why segment market?
• Increase sales and revenue.
• Increase Customer loyalty.
• Repeat sales
• Efficient marketing, reduce costs.
IGCSE Business Chp. 36
Keywords – Market, Market share, marketing, mix, market orientation, product orientation, segmentation
Mass v Niche marketing
• Draw Diagram
• Mass market is a product
which appeals to EVERYONE,
all segments of market. (bottle
water / facebook)
• Niche product only appeals to
a small segment of the market.
(Periscope app)
IGCSE Business Chp. 36
Keywords – Market, Market share, marketing, mix, market orientation, product orientation, segmentation
IGCSE Business Chp. 36
Keywords – Market, Market share, marketing, mix, market orientation, product orientation, segmentation
CONTRASTING
Although…
Except…
Moreover…
If…
However…
Yet…
Apart from…
Unless…
Despite…
As long as…
CAUSE & EFFECT
Consequently…
Due to…
As a result…
Therefore..
Because of…
Because…
CONCLUDING
Firstly…
After…
Secondly…
Before…
Overall…
I believe…
Finally…
I think …
In conclusion…
it depends…
To conclude…
short term…
Meanwhile…
Long term…
COMPARING
Equally…
As with…
Like…
In the same way…
Similarly…
Even so…
Likewise…
CONNECTIVES for Analysis
CONNECTIVES for Application
CONNECTIVES for Evaluation
EMPHASISING
Most importantly…
Significantly…
Notably…
Especially…
Above all…
In particular…
Indeed…
QUALIFYING
Despite…
Yet…
As long as…
Unless…
Apart from…
If…
Moreover…
Except…
However…
Although…
ADDING
In addition…
And…
Too…
Also…
Additionally…
As well as…
Furthermore…
ILLUSTRATING
For instance…
Such as…
In the case of…
So…
For example…
As revealed by…
As illustrated by…
IGCSE Business Chp. 36
Keywords – Market, Market share, marketing, mix, market orientation, product orientation, segmentation
P&D
Higher
thinking
Skills
Lesson Objectives
Planning and
Data
ALL
(KNOWLEDGE)
Describe the a market and the different aspects of marketing
MOST (ANALYSIS)
• Analyse a market and apply your understanding to a case study.
SOME (EVALUATION )
• Evaluate the usefulness of marketing to the success of a business.
IGCSE Business Chp. 36
Keywords – Market, Market share, marketing, mix, market orientation, product orientation, segmentation
ATD
C-B
A-A*
By end of lesson you will Climb the Ladder
1. Discuss what part of the marketing mix is most important for a
new business start up.
2. Justify Mc Donalds in mass marketing
(8-12m) 8+ connectives & key words
1. How does a business like a magazine do marketing
2. Explain segmentation
3. Explain a niche market.
(5-7 m)
E-D
Apply to
demonstrate
5+ connectives & key words
1. Explain marketing
2. Define marketing mix
3. What is segmentation.
(2-4m) 2 + connectives & key words
IGCSE Business Chp. 36
R
Keywords – Market, Market share, marketing, mix, market orientation, product orientation, segmentation
Review the
Learning
1
question
you need to ask
2 new things
you learnt
3 pieces of
information