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UNIT |
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LESSONS |
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LEARNING FOCUS |
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What is marketing? |
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Introduction to marketing concepts |
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Understand and be able to use basic marketing terms. |
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We must identify our target market. |
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Analyzing markets and customers |
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How to determine which buyers are likely to want particular products or services, based on market segmentation. |
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Who prepares the questionnaires? |
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Discussing marketing research |
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Qualitative and quantitative market research, primary and secondary data collection and evaluation. |
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The marketing mix |
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Explaining the marketing mix |
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The importance of each of the four P's: product, price, place and promotion. |
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We must improve our product attributes. |
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Improving product attributes |
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Quality, price and reliability of products or services and use trade fairs to study consumer reactions. |
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We want the lion's share of the market. |
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Discussing pricing strategy |
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Setting prices for products/services in sensible, yet profitable, ways. |
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We want to achieve nationwide sales. |
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Discussing distribution strategy |
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The difference between distributors and dealers and the roles of each in the distribution process. |
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We need to arouse consumer interest. |
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Arousing consumers' interest in products. |
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The main methods of promoting products/services and making the public aware of what a company offers. |
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What form of advertising influences you? |
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Planning an advertising campaign |
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The types of advertising which affect and influence consumers. |
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I dream of winning a round the world trip. |
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Various types of sales promotions |
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Which promotional ideas attract people, from contests to free gifts and other promotional tools. |
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When should we launch the product? |
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The timing and planning involved in launching a new product. |
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Designing a marketing plan which involves scheduling, monitoring and budgeting for success. |
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We hope to become a multinational company. |
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The concepts involved in international marketing plans. |
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The various elements involved in marketing across national borders, such things as legal issues, cultural issues, economic and political issues. |
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