The Scope of Marketing Lesson 2 #2

Marketing and Management 1: Principles
Standard 2:  Describe each marketing core function and supply examples of how each of these functions support the marketing concept.

Marketing is All Around You
You already know a lot bout marketing because it is all around you.  You've been a consumer for several years.  You've made decisions about products you like and don't like.

Group Think:
1. When have you been influenced by marketing?
2.  See how many types of advertising you can think of:
3.  Why do you think there are so many types of marketing?
4.  Think about the last few purchases you made.  Why did you choose to buy your last purchase?

Remember the AMA's definition of marketing?   Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.

To achieve this, it involves the process of planning, pricing, promoting, selling, and distributing ideas, goods, or services to create exchanges that satisfy customers.  This is the scope of marketing!

Discuss:
1. What is the difference between goods and services?
2. Give some examples of how ideas can be sold.

In order for you to go from not having these ideas, goods or services to obtaining them, there are 7 core functions of marketing that are involved to get them to you.

marketing information management, market planning, product/service management, pricing, promotion, channel management (distribution), selling

Assignments: 
1.  Use the provided graphic organizer to list the functions and their purpose: (See page 8-9 in text book to learn about these functions.)


Group Activity:

2.  Break up into groups of three (3)
Choose a product or service, and research and discuss each of the 7 functions of marketing for that product or service:  Prepare a PowerPoint presentation.  Use the provided evaluation rubric. 

• Channel Management
• Market Planning
• Marketing information management
• Pricing
• Product/service management
• Promotion
• Selling

Be prepared to share with the class next time.

Before We Go

3-2-1:
Write your first name on the post-it note provided and list:
3 things you learned
2 things you have a question about
1 thing you want me to know

Turn in as you put your book away in numerical order on the cart

Why Study Marketing? Lesson 1 #24

What's Your Brand? 

Discuss:
1.  Do you have your own brand?  
2.  What is it that others think of you?  Responsible? fun? smart?   

Later we will talk about YOUR brand, but this idea of "brand" gets us thinking about the impact of marketing.

You may be wondering... "What exactly is marketing?"

The American Marketing Association changed its official definition of marketing in 2007.  Read the AMA's 2004 definition:

2004- Marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders.  

Now read  the AMA's 2007 definition of marketing:

2007- Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.

Class Question: How does the 2007 definition differ from the 2004 definition?

"Marketing is no longer a function - it is an educational process." AMA quote to students...


 

What Does a Marketer Do? 


How Does Marketing Impact Business?  Read the article found in this link about Sticks and Stones then answer a few questions.  At some point in the reading click on the link to "Sticks and Stones" from the article to visit their site.

The following questions are related to the article on "Sticks and Stones".  
Send the answers to the two questions below to me at julie6davis@gmail.com.  In the subject line put your name and "Sticks and Stones".


1.  In paragraph #7, Jera Deal says she sees herself as the company's target market.  What do you think that means?


2.  How did the Deals get the word out about their company?


Assignment:
Back to the question "What is YOUR Brand?" 
Sometimes you just meet someone and they want to know about you.  Watch this video to learn "tell me about yourself" if you are in a job interview.

 

1.  Create your personal elevator speech on the bottom of your paper.   Put your name and "elevator speech" as the assignment name.  You wouldn't have much time in an elevator, so your speech should be no more than 4-5 sentences.