1. Unit 1 The World of Marketing
Chapter 1 Marketing Is All Around Us
Chapter 2 The Marketing Plan
Have students share examples of marketing—billboards, radio and TV commercials, print advertisements, decals on vehicles, and banners. Ask them why marketing is so prevalent in society. Let them know that, in the free market, every business has to fight for its customers and success. Have students share their first impressions of the Kellogg’s Corn Flakes ad, as well as their opinions of the visual components of the ad. Ask students to list reasons Kellogg’s would market Corn Flakes as a healthful food. What is the main theme of the ad? How does the picture work with the words? (The phrase earn your stripes implies physical training and cleverly ties in with the brand’s mascot Tony the Tiger and his real stripes.)

2. Chapter 1 Marketing Is All Around Us
Section 1.1 Marketing and the Marketing Concept
Section 1.2 The Importance of Marketing
Section 1.3 Fundamentals of Marketing
Chapter 1 provides the foundation for this course. It defines the term marketing and outlines marketing core functions of this field. This chapter introduces these concepts: marketing mix, (the four Ps), utility, market share, and target market. Most students have been marketed to since they were very young, so they already know a lot about marketing. Ask them to suggest things they bought or things bought for them throughout their lives. Ask: Why they want these particular things? Have students offer examples of products advertised on signs, billboards, and balloons, or blimps. Record these examples in a cluster diagram on the board. Ask students if they think that ads on the balloons are effective? What kinds of ads do they think might be best featured on the balloons?

3. The Connection INDIVIDUAL EVENTS TEAM EVENTS BLE BM FA HS SEM TT AA
AAM
ASM
BSM FM
HLM MM
QSRM
RFSM RM
SEM
BLE BM FA HS
SEM TT
Individual Events: Accounting Applications; Apparel & Accessories Marketing, Automotive Services Marketing, Business Services Marketing, Food Marketing, Hotel & Lodging Management, Marketing Management, Quick Serve Restaurant Management, Restaurant & Food Service Management, Retail Merchandising, Sports and Entertainment Marketing
Team Events: Business Law & Ethics, Buying & Merchandising, Financial Analysis, Hospitality Services, Sports & Entertainment Marketing, Travel & Tourism

4. Marketing and the Marketing Concept
Key Terms
marketing
goods
services
marketing concept
Objectives
Define marketing
List the seven marketing core functions
Understand the marketing concept
Define marketing: the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services
List the seven marketing core functions: selling, marketing information management, market planning, pricing, promotion, product/service management, channel management
Understand the marketing concept: a focus on customers’ needs and wants while generating a profit
1.1 Key Term Matching Game
Marketing Essentials Chapter 1, Section 1.1

5. The Scope of Marketing
marketing
The process of planning, pricing, promoting, selling, and distributing products to satisfy customers’ needs and wants.
You have already participated in the marketing X process as a consumer. Now you need to think like a marketer and keep up with:
Trends
Consumer attitudes
Customer relationships
The marketing core functions are channel management, marketing information management, market planning, pricing, product/service management, promotion, and selling. You have already been using the core functions of marketing in your own life, both inside and outside of school. Such as setting a price for items at a bake sale (pricing). Have students suggest other examples and tell in each case which function is used.
Marketing Essentials Chapter 1, Section 1.1

6. Ideas, Goods, and Services
Marketing promotes ideas, goods, and services, such as:
A candidate’s political platform
A public service initiative
What other ideas have you seen marketed? (not driving drunk, not smoking pot, not texting while driving)
This ad promotes a healthy diet that includes dairy products
Marketing Essentials Chapter 1, Section 1.1

7. Ideas, Goods, and Services
Tangible items of monetary value that satisfy needs and wants.
Examples of marketed goods X include:
Cars
Electronics
Home furnishings
Foods
Marketing Essentials Chapter 1, Section 1.1

8. Ideas, Goods, and Services
Intangible items of monetary value that satisfy needs and wants.
Examples of services X that may be marketed are:
Automotive repair
Hair styling
Legal aid
Financial consulting
Marketing Essentials Chapter 1, Section 1.1

9. Ideas, Goods, and Services
The marketplace is the commercial environment in which buying and selling take place, including:
Shops
Internet stores
Financial institutions
Marketing Essentials Chapter 1, Section 1.1

10. Skills and Knowledge Business law Communications Customer Relations
Economics
Emotional Intelligence
Entrepreneurship
Financial Analysis
Human Resource Management
Information Management
Marketing
Operations
Professional Development
Strategic Mangement
Ask students to make a list of the skills and knowledge needed for business.

11. Seven Marketing Core Functions
Channel Management getting goods to customers
Market Planning understanding concepts and strategies to develop and target marketing strategies to a specific market
continued
Marketing Essentials Chapter 1, Section 1.1

12. Seven Marketing Core Functions
Marketing information management researching customers, trends, and competitors
Pricing charging for goods and services to make a profit
continued
Marketing Essentials Chapter 1, Section 1.1

13. Seven Marketing Core Functions
Product/service management obtaining, developing, maintaining, and improving a product or service
Promotion informing, persuading, and reminding customers about a product or service
continued
Marketing Essentials Chapter 1, Section 1.1

14. Seven Marketing Core Functions
Selling providing customers with goods and services
The move toward same-day fulfillment is gaining speed across the Internet as e-tailers compete for customers.
Seven Functions Matching Game
Marketing Essentials Chapter 1, Section 1.1

15. The Marketing Concept
marketing concept
Businesses should satisfy customers’ needs and wants while making a profit.
The marketing concept X focuses on satisfying the needs and wants of customers. For a business to be successful, all employees must:
Understand the marketing concept
Provide the best possible service to customers
Marketing Essentials Chapter 1, Section 1.1

16. The Marketing Concept Customer relationship management (CRM) combines:
Customer information
Marketing communications
The goal is to establish long-term relationships.
Marketing Essentials Chapter 1, Section 1.1

17. SECTION 1.1 REVIEW Name two ideas that can be marketed.
Where do exchanges take place?
What is the main difference between consumers and industrial users?
A customer purchases two tables at $ each and would like them to be delivered. Your company charges customers $50 for delivery and the state imposes a 5 percent sales tax on furniture, but not on the delivery charge. What is the total amount due from the customer?
List at least three ways the Internet has changed marketing functions.
Conserving natural resources, adopting of energy-saving measures in the home, voting for a particular political party.
Exchanges take place in the marketplace.
Consumers as a rule purchase smaller quantities for their own use than industrial users purchase.
$364.98; {($ x 2) x .05} + $50 = $364.98
The fact that the Internet easily reaches a global audience, it provides advanced means of inventory control, it can serve as a marketing tool, it can serve in customer relationship management, and it can analyze market trends and desires.

18. The Importance of Marketing
Key Terms
utility
Objectives
Analyze the benefits of marketing
Apply the concept of utility
Analyze the benefits of marketing: new and improved products, lower prices, and added value
Apply the concept of utility: added value of a product that makes it satisfy a customer’s wants and needs
Marketing Essentials Chapter 1, Section 1.2

19. The Importance of Marketing
Key Terms
utility
Note the benefits of marketing and list the five utilities on lines jutting out from one of the ovals.
Marketing Essentials Chapter 1, Section 1.2

20. Economic Benefits of Marketing
Marketing’s benefits to the economy and consumers are:
New and improved products
Lower prices
Added value
Marketing Essentials Chapter 1, Section 1.2

21. New and Improved Products
Marketing generates competition. Some examples:
Food manufacturers know that parents want children to start the day with healthy foods. So Quaker created Fruit & Oatmeal Toastables® and Breakfast Squares®.
Marketing Essentials Chapter 1, Section 1.2

22. New and Improved Products
Dutch Boy Paints won an award for its new container design that makes the container easy to hold and open as paint is poured.
This ad promotes Dutch Boy Paints’ innovative paint container.
Marketing Essentials Chapter 1, Section 1.2

23. Lower Prices Marketing increases demand. When demand is high:
Products can be produced in larger quantities
The fixed cost per unit is lower
Marketing Essentials Chapter 1, Section 1.2

24. Lower Prices As a result, a company can: Charge a lower price per unit
Sell more units
Make more money
Marketing Essentials Chapter 1, Section 1.2

25. Lower Prices In addition, when demand for products increases:
More companies enter the marketplace
Companies must lower prices to remain competitive
Marketing Essentials Chapter 1, Section 1.2

26. Added Value and Utility
An attribute of a product or service that makes it capable of satisfying consumers’ wants and needs.
The value that marketing adds to a product or service is called utility X. Five utilities contribute to making a product or service capable of satisfying customers’ wants and needs:
Form putting parts together to make a product consumers want
Marketing Essentials Chapter 1, Section 1.2

27. Added Value and Utility
Place offering a product where consumers can buy it (e.g. retail store, catalog, Web site)
Time offering a product at a convenient time of day or year for consumers
Marketing Essentials Chapter 1, Section 1.2

28. Added Value and Utility
Possession allowing consumers to take legal ownership of a product
Information communicating information about a product (e.g. through labeling, advertising, or an owners’ manual)
Marketing Essentials Chapter 1, Section 1.2

29. SECTION 1.2 REVIEW How does marketing help to lower prices?
2. In what way is marketing related to form utility?
3. Which utility is added by drive-through windows at fast-food restaurants?
4. In a business-to-business transaction, the seller offers the buyer a 2 percent discount for paying a bill early. Assuming the buyer took advantage of this offer, how much would be discounted on a $10,000 invoice?
Marketing helps lower prices by encouraging competition.
Form utility creates the products that are marketed.
Time utility
$200; $10,000 x .02 = $200

30. Fundamentals of Marketing
Key Terms
market
consumer market
industrial market
market share
target market
customer profile
marketing mix
Objectives
Describe the concept of market
Differentiate consumer and industrial markets
Describe market share
Define target market
List the components of the marketing mix
Describe the concept of marketing: all the people who share similar needs and wants and who have the ability to purchase given products
Differentiate consumer and industrial markets: consumer markets are those that purchase products for personal use; industrial markets engage in business-to-business purchasing
Describe market share: company’s percentage of total sales volume generated by all competing companies
Define target market: the group of people most likely to buy a particular product
List the components of the marketing mix: product, place, price, and promotion
Marketing Essentials Chapter 1, Section 1.3

31. Fundamentals of Marketing
Graphic Organizer
Draw these two diagrams to record four terms about the concept of market and the four Ps of the marketing mix.
Marketing Essentials Chapter 1, Section 1.3

32. Market and Market Identification
People who share similar needs and wants and are capable of buying products.
Memorize the terms in this section. The first important term is market X, which refers to people who:
Share similar needs and wants
Have the ability to purchase a product
Marketing Essentials Chapter 1, Section 1.3

33. Consumer Versus Industrial Markets
consumer market
All consumers who purchase goods and services for personal use.
The consumer market X wants products and services that:
Save money
Make life easier
Improve appearance
Create status
Marketing Essentials Chapter 1, Section 1.3

34. Consumer Versus Industrial Markets
Businesses that buy products to use in their operations; also called the business-to-business market (this can be abbreviated as B-to-B or B2B).
The industrial market X, or business-to-business (B-to-B) market, wants products and services that:
Improve productivity
Improve efficiency
Increase sales
Decrease expenses
Marketing Essentials Chapter 1, Section 1.3

35. Consumer Versus Industrial Markets
Perdue advertises its chicken and turkey products:
On television and in newspapers, to reach consumers
In Supermarket News, to reach professionals in the supermarket industry
Marketing Essentials Chapter 1, Section 1.3

36. Market Share
market share
A company’s percentage of total sales volume generated by all competition in a given market.
A company’s market share X is its percentage of total sales in a given market, such as the video game market. Market share changes as:
New competitors enter the market
The market’s volume increases or decreases
Marketing Essentials Chapter 1, Section 1.3

37. Target Market and Market Segmentation
A group of people identified as those most likely to become customers.
Identifying a product’s target market X is a key to success. A single product may have these two target markets:
Consumers
Customers
Marketing Essentials Chapter 1, Section 1.3

38. Target Market and Market Segmentation
A nutritious breakfast food would be targeted at:
Children who will request it and eat it, the consumers
Parents who will approve and buy it, the customers
Marketing Essentials Chapter 1, Section 1.3

39. Target Market and Market Segmentation
customer profile
A list of information about a target market, such as age, income level, ethnicity, occupation, attitudes, lifestyle, and geographic residence.
To develop a clear picture of its target market, a business may create a customer profile X, which lists information such as:
Age
Income level
Ethnic background
Marketing Essentials Chapter 1, Section 1.3

40. Target Market and Market Segmentation
Customer profile lists may also include:
Occupation
Attitudes
Lifestyle
Geographic residence
Marketing Essentials Chapter 1, Section 1.3

41. Marketing Mix
marketing mix
The four basic marketing strategies, called the four Ps: product, place, price, and promotion.
The marketing mix X includes four basic marketing strategies, or tools, called the four Ps:
product
place
price
promotion
Marketing Essentials Chapter 1, Section 1.3

42. Marketing Mix

43. A company must choose what products to develop, update, and improve.
Marketing Essentials Chapter 1, Section 1.3

44. A company must decide where to sell and distribute a product.
Place
A company must decide where to sell and distribute a product.
Marketing Essentials Chapter 1, Section 1.3

45. A company must determine what price it will charge for a product.
Marketing Essentials Chapter 1, Section 1.3

46. Promotion
A company must decide how to advertise, promote, and publicize a product.
Marketing Essentials Chapter 1, Section 1.3

47. CHAPTER 1 REVIEW

48. Section 1.1
Marketing is defined as the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives.
continued

49. Section 1.1
There are seven functions of marketing. The marketing concept is a focus on customers’ needs and wants while generating a profit.
continued

50. Section 1.2
Three benefits of marketing are new and improved products, lower prices, and added value (utility). Five economic utilities are form, place, time, possession, and information.
continued

51. Section 1.3
A market is defined as all people who share similar needs and wants and who have the ability to purchase given products.
Market share is a firm’s percentage of total sales of all competitors in a given market.
continued

52. Section 1.3
The four Ps of the marketing mix are product, place, price, and promotion. Marketing decisions and strategies for the four Ps are based on the target market.

53. This chapter has helped prepare you to meet the following DECA performance indicators:
Describe marketing functions and related activities.
Explain the nature of marketing plans.
Select a target market.
Set marketing goals and objectives.
Develop a marketing plan.