Marketing I
Curriculum Guide
Marketing
Information
Management
Standard 3
Marketing-Information
Management
Marketing Information Management – Gathering,
storing, and analyzing information, customers, trends,
and competing products
Marketing Research
Marketing Research – the systematic gathering,
recording, and analysis of data about issues relating
to marketing products and services
-American Marketing Association
Primary & Secondary
Market Research
Primary Data – Data obtained for the first time and
used specifically for the particular problem or issue
under study.
Secondary Data – Data already collected for some
purpose other than the current study.
Methods to collect
primary data
Surveys – Internet, telephone, face-to-face, focus
groups, panels, etc.
Observation – Secret shoppers, store cameras,
watching customers reaction to products, etc.
Experiment – Taste tests, test marketing, or product
sampling. Hypothesis based.
Secondary Data Sources
Internal Company Records – Sales charts, info on
where customers live, top selling products, etc.
Internet Sources – Society trends, data from a variety
of research, etc.
Government Reports – U.S. Census, Department of
Commerce data, employment reports, etc.
Professional & Trade Organizations – Wall Street
Journal, National Restaurant Association, etc.
Marketing Strategy
Marketing Strategy – A statement (implicit or explicit) of
how a brand or product line will achieve its objectives. The
strategy provides decisions and direction regarding
variables such as the segmentation of the market,
identification of the target market, positioning, marketing
mix elements, and expenditures. A marketing strategy is
usually an integral part of a business strategy that provides
broad direction to all functions.
-American Marketing Association
Marketing Strategy – A marketing strategy identifies
target markets and sets marketing mix choices that focus
on those markets.
-Marketing Essentials
Marketing Strategy
examples
NIKE - Over the past three years Nike has decreased
its spending in TV and Print advertising by 40% and is
shifting resources into the digital realm.
http://management.fortune.cnn.com/2012/02/13/nik
e-digital-marketing/
McDonalds – With the sluggish economy McDonald’s
is stressing value to grow guest count and coax
customers into buying regular-price items.
http://nrn.com/article/mcdonalds-stress-valuemarketing-strategy
Marketing Plan
Marketing Plan – A formal, written document that
directs a company’s activities for a specific period of
time.
-Marketing Essentials
Included with the teacher resources is a sample marketing plan called
MarketingPlan_Example. The specific parts of a marketing plan will vary
based on the company, but students should understand the nature of a
marketing plan.
What is the purpose of a
marketing plan?
• Guides the marketing efforts of a company
• Describe a real-world example of a
marketing strategy for a company. (Nike
switching from a traditional media focus to
Social Media, McDonald’s focusing on price
to drive traffic, etc.)
Components of a
marketing plan:
o Executive Summary
o Mission Statement & Goals
o Situation Analysis
o Target Market
o Marketing Mix
o Budget
o Schedule
What is the difference between a marketing
strategy & a marketing tactic?
• Marketing strategy is an overall direction or focus for
marketing activities
• Marketing tactic is a very specific method to
accomplish the strategy.
o i.e. McDonald’s strategy is to draw consumers in with low prices, a tactic is
to make all drinks $1)