Part of Unit: Marketing Fundamentals
Lesson Plan Overview / Details
Students will identify and understand the importance of marketing mix strategy areas that combine to guide the marketing plan of a successful small business, commonly known as the 4 P's or 5 P's. More recently, two additional areas have been added to the mix that further determine a stronger marketing strategy, now the 7 P's of marketing. How a business chooses to combine these elements defines the marketing mix.
- 1 Week
California Career and Technical Education Standards
- MSS.B.B4.3 Understand how products and services are conceived, developed, maintained, and i...
- MSS.B.B4.4 Understand how market research is used to develop strategies for marketing produ...
- MSS.FS.11.0 Demonstration and Application
California Academic Content Standards (Reinforced)
- ELA.9-10.LS.2.2a Deliver expository presentations that marshal evidence in support of a thesis an...
- ELA.9-10.R.CAGT.2.3 Generate relevant questions about readings on issues that can be researched.2
- ELA.9-10.R.CAGT.2.5 Extend ideas presented in primary or secondary sources through original analysis...3
- ELA.9-10.W.RT.1.8 Design and publish documents by using advanced publishing software and graphic p...
Objectives and Goals
Students will identify strategies for the marketing mix. Students will understand and use marketing mix terms and definitions. Students will research, apply, and present marketing mix strategies to a new product.
Activities in this Lesson
- Marketing "Hot" New Products - Hooks / Set
Before students arrive, distribute 5 common items around the classroom (Water Bottle, Stapler, Box of Colored Markers, Electric Pencil Sharpener, Ream of Paper, etc.) or bring in 5 popular "hot" new teen products (sunglasses, athletic shoes, baseball style hat, a food or beverage item, a teen magazine, etc.). Place a copy of the (attached) Marketing Mix Graphic Organizer next to each product.
Play "Hot, Hot, Hot" song as students enter the room.
As students enter the classroom, divide them into groups of four or five and assign each group to one of the five "hot" new products in the room. Instruct each group that they must select one person as a recorder and one as a spokesperson.
Instruct students that they will be given 5 minutes to closely examine their "hot" new product, noting why it appeals to ALL teens, and then discuss why a teenager would want to buy the product. The designated recorder must quickly record on the graphic organizer the following: group member names, the type of teen product, a brief description of the product, and a brief statement under one of the 5 P's/7 P's areas that they believe will most influence a teenager to buy the product. The spokesperson will prepare to share the group findings with the class.
A short discussion follows that summarizes the findings. This activity will lead to the next activity where students learn what the 5 P's/7 P's of the marketing mix are, why certain marketing mix strategies were chosen for each teen product, what influences purchasing decisions, and why certain marketing strategies were not chosen by any of the groups, if applicable.
- What is the Marketing Mix? - Lecture
Every small business must determine the best way to reach and keep its customers and set specific goals they want to accomplish. Business owners use five main strategy areas (a 5th strategy was recently added) to assist in making decisions about marketing their product or service to customers and achieving their goals. Together, these strategies are referred to as the "5 P's" of the Marketing Mix: People, Products, Price, Place, and Promotion. Businesses today consider two additional strategies known as the "7 P's": Process and Physical Environment. This blending of ideas is used to reach a target market. For example, once a business decides upon a product or service that meets the customers' needs, they must figure out the right price, make it available to the customers in the right places, consider the physical environment and process, and then let their target market know about it.
- Show the (attached) PowerPoint: 7 P's Marketing Mix (www.bized.co.uk).
- Instruct students to take notes, including new vocabulary terms, using the (attached) Cornell Note Taking strategy.
Follow with a discussion of importance of developing a marketing mix that meets the needs of the customer and enables the business to make a profit.
Ask students to brainstorm a list of vocabulary terms they remember from the powerpoint and lecture. Record the terms on a whiteboard or overhead. Require students to add the terms and then define each on their note taking form (if not already included).
- Marketing Mix Ppt [ Download ] 7 P's of the Marketing Mix are detailed and explained through diagrams and connection to the overall goals set for a business.
- Cornell Note Taking Form [ Download ] This form organizes students' thoughts, questions, and notes. However, an alternate note taking format can be used.
- Do you know what I know...... - Check Understanding
- Call on volunteers to define or provide an example of each of the 7 P's of the Marketing Mix.
- Review the main vocabulary terms and definitions noted in the PowerPoint.
- Ask students to contribute terms they recorded in their note taking.
- Call on different student volunteers to recall and define a vocabulary term they remember from the lesson
- Now you Know! - Closure
People, Product, Place, Price, Promotion and maybe Process and Physical Environment all make up the strategies of the marketing mix. Once a business owner decides what product or service the customer needs and who the customer is, the owner will research various market strategies (P's) that influence their potential customers. All marketing mix strategies are interconnected. Actions in one area affect decisions in another. Each strategy involves making decisions about the best way to reach, satisfy, and keep customers and te best way to achieve the company's goals.
- Assessment Types:
Select an existing product that interests you. Research the product's price, where it is sold, who it is targeting, and other marketing mix areas. Then, change the target market for this product (age, gender, demographics). How does that change the rest of the marketing mix?
Prepare a two-page written report (or double-spaced typewritten report) and an oral presentation using presentation software (like PowerPoint) or a 28" x 24" poster board to illustrate how the P's must be revised to focus on the newly defined target market. Make sure you clearly define the product, original target market, and location where it is sold. Be sure you clearly illustrate who the new target market is and how each of the P's Marketing Mix changes as a result.
Clearly Label and Define (vocabulary terms) all Illustrations.
Presentation: 5-10 minutes
You will be evaluated on:
- Explaining your existing product, original target market, and original marketing mix strategies
- Explaining how the same product with a new target market and a new set of marketing strategies influences marketing decisions.
- Giving an Oral Presentation: Voice, Clarity, Projection, Eye Contact, and Composure
- Provide audience with Thorough Research and New Information
- Explaining how you developed a new Marketing Mix for your product
- Marketing Mix Research Project [ Download ] Student Instructions for Marketing Mix Research and Presentation Project