An Introduction to Marketing

and the Marketing Concept

Lesson Objective

The students will use terms related to the marketing concept by sorting goods and services, predicting items in a customer profile and by producing a customer profile.

Bell work/Introduction

Whiteboard Slates: You experience marketing principles and techniques in your daily life. List some of the ways products are marketed to you on a daily basis.

With the person sitting next to you, come up with a list of a least 5 ways that products are advertised to you in your daily life. These are called promotional concepts.

Apply #1

Terminology

Marketing Products Goods Services Marketing Concept Customers Market Market

Segmentation Target Market Customer Profile

KIM Chart: Write the terms in the left column of the KIM handout. Define the terms as I go through the slides. Come up with a “Memory Cue” for homework.

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Marketing

Marketing is the process of developing, promoting and distributing products to satisfy customers’ needs and wants.

Products include goods and services, which have monetary.

Goods are the kinds of things you can touch or hold in your hand. (Ex. Hammers, automobiles, soft drinks, clothing)

Services are the kinds of things you can’t physically touch, but are tasks performed for a customer. (Ex. Dry cleaners, amusement parks, and movie theaters)

Goods Vs. Services

Sort: You have been

provided a bag of goods and services.

With your table partner, please divide the products into a pile of goods and a pile of services.

Sort-GoodsVsServices.docApply #2

Marketing Concept

States that businesses must satisfy customers’ needs and wants in order to make a profit. Businesses must have the right goods and services at the right time, at the right price, and at the right place for purchase.

Predict: What would a companies marketing department want to know about the customers before they come up with packaging and advertising.

Write your predictions in list form on your slate. Please come up with a minimum of 5.

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Market Segmentation

Market –potential customers who share common needs and wants, who have the ability and willingness to buy the product

Market Segmentation is a way of analyzing a market by specific characteristics in order to create a target market.

Target Market is focusing all marketing decisions on a very specific group of people who you want to reach.

Customer Profile includes (age, income, ethnic background, occupation, attitudes, lifestyle or geographic area)

Customer Profile

Graphic Organizer: Take a look at the given product. Come up with a customer profile for each product.

Included things like… age income ethnic background occupation attitudes lifestyle geographic area

PredictCustomerProfile.docApply #4

Closure

12 Word Summary: What is the Marketing Concept?

In 12 words or less write your answer on the sticky note as a “ticket out the door” and post it on the parking lot poster on your way out.

Apply #5