Transcript An Introduction to Marketing

An Introduction to Marketing
and the Marketing Concept
Lesson Objective
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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
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Marketing
Products
Goods
Services
Marketing Concept
Customers
Market
Market
Segmentation
Target Market
Customer Profile
Apply #6
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.
Marketing
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Marketing is the process of developing, promoting
and distributing products to satisfy customers’
needs and wants.
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Products include goods and services, which have
monetary.
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Goods are the kinds of things you can touch or
hold in your hand.
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(Ex. Hammers, automobiles, soft drinks, clothing)
Services are the kinds of things you can’t
physically touch, but are tasks performed for a
customer.
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(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.doc
Apply #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.
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Write your predictions in list form on your
slate.
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Please come up with a minimum of 5.
Apply #3
Market Segmentation
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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.doc
Apply #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