DRAFT

1

MARKETING IN TECHNOLOGY #1 Title: Marketing Olympics Standard 8001.02: The student will explore applied technology education and

related occupations. Objective .0202: Utilize the marketing principles of product, pricing, promotion,

and placement. Time: 5 Days

“Four Ps” Poster from U.S.O.E. Marketing Olympics Handout, one for each student Possible Ideas for Marketing Olympics Handout (cut up) Hat Medals Handout (copied and cut out) Yarn to tie on medals Paper Poster Boards Markers Video Equipment (if possible)

Rationale: Allowing students to be exposed to marketing concepts will help them

realize the careers available in this area, and that marketing impacts every-day life.

What? In what activities will the student participate?

[Day 1] Give students the handout titled “Marketing Olympics” to fill out during the discussion. The teacher will lead a discussion and introduce what marketing is and the Four Ps of Marketing. Use the overhead presentation, “What is Marketing?,” An Overhead Presentation for TLC”, (see Appendix A), and the sheet titled, “Background Information for Teachers,” as resources. Students will take notes and fill out the definitions on the handout, “Marketing Olympics” to use as a resource during the Olympics. Students will market a technology related product or tool using the Four Ps of marketing. Students are placed in teams (2 students) and will work with the same partner for the entire marketing unit. Each team will draw an idea out of a hat, or if your students have a project (product) they are already working on, you can use that. “Possible Ideas for Marketing Olympics” has been provided, or you may choose to make your own. The papers will have technology related products or tools written on them. Each team needs to come up with the Four Ps of Marketing for the product or tool on their paper. Each partner should be responsible for two of the Ps to receive credit.

[Day 2]: Have students spend working on their presentations. Remind students on the day before to bring any possible props or extra supplies if they are not

Materials:

2

available in the classroom. Determine how many points you will assign for each part of the evaluation, then copy the “Pitching a Product” Planning/Evaluation Sheet for each team. Copy the “Pitching a Product” and “Pitching a Product” Expectations on to one sheet of paper using both sides. Hand this out so students know what is expected of them and what they will be evaluated on. This will be given back to the teacher to do the evaluating during the presentation.

[Day 3] Students will do their presentations. If unable to finish on day four, part of day five can be used to finish up. [Days 4 & 5] Finish presentations. Wrap up the marketing unit by reviewing what the students have learned, the principles that have been taught, and how this relates to marketing careers. (See “Now What?” below.)

So What? What will the student learn as a result of participation in this activity? Students will learn the different careers available in marketing, what marketing is, and how it impacts every-day life. By participating in the marketing/technology activities, students will be able to identify what marketing is, what the Four Ps of marketing are, and how goods, services, and ideas are marketed in the “real world.” Now What? What can the student do with this new information in regard to career

development? Evaluate: After participating in the marketing/technology activities, students will be able to identify career possibilities in marketing, how technology relates to this, and recognize whether they have an interest in marketing as a potential career choice. Discuss what the students have learned and how it relates to careers in marketing and to everyday life.

3

Assignment Instructions For Teachers “What is Marketing?” (Day One) See overhead presentation, “What is Marketing?” Marketing: The developing, pricing, and promotion of products. Products are goods, services, and ideas. Students identify and discuss goods, services, and ideas used by themselves, friends, family, etc.

Examples: a. Goods – (automobile, computers, bicycles) b. Services – (computer programmer, plumber, mechanic) c. Ideas – (Internet, MTV)

Also discuss the following topics (any other topics that would be beneficial) with the class: target market, market research, market survey, logo, trademark, advertising, the Four Ps of marketing, etc. Refer to the definition sheet. Coca-Cola will copy a video for all teachers called Coca-Cola Wars. You need to contact your local Coke dealer and get the corporate address or phone # and then contact corporate about getting this video. It shows different marketing concepts. “The Four Ps of Marketing Olympics” Discussion: Lead a discussion about the Four Ps of marketing. Possible discussion questions are listed below. 1. Product: What is the product?

What does the product do? Why do you think there is a need for the product? Who is your target market? What is a consumer survey? What is a logo and a trademark? What is quality control and why is it important? What is the purpose for guarantees and warranties? What quantities should be produced?

2. Place: How will the product be distributed and to where?

Is there special storage or packaging needs? What kind of transportation packaging is needed?

3. Price: What is the cost to produce the product or provide the service?

What is the competition? What is a fair price that allows for profit?

4. Promotion: What is advertising?

What role does packaging play in advertising? What are types of promotion?

How will the “audience” (buyer) be convinced to buy the product? What is the purpose of coupons and discounts?

Activity: Students will market a technology related product or tool using the Four Ps of Marketing. The students will present their Four Ps to the class as a team. The audience (Class mates) will score their performance on the sheets provided. The “GOLD,” “SILVER,” and “BRONZE “ medals will be presented at the end of the performances. Extra credit points could be awarded for the medallists.

4

Background Information for Teachers Advertising: The non-personal presentation and promotion of ideas, goods, and services by an identified sponsor. Ad Layout: A rough draft of the general arrangement and appearance of a finished add. Buying Behavior: The process individuals use to decide what they will buy, from where they will buy it, and from whom they will buy it. Communication: The process of exchanging information, ideas, and feelings. Competition: Struggle between companies for customers. Consumer Survey: Getting information from consumers on a product, idea, or need for a product/service. Consumers: Those who actually use a product. Cost: What a retailer pays for merchandise. Customers: Those who buy a product. Four Ps of Marketing: Product, place, price, promotion. (Definitions listed alphabetically below.) Logo: A pictorial graphic, drawing, design, or letters used to remind customers about a product or company. Market: The group of all potential customers who share common needs and wants, and who have the ability and willingness to buy the product. Market Research: Research that focuses on the customer and the market. Market Survey: A survey given to consumers in a specific market about a product or service. Place: The area in which a product or service is distributed, and the means in which this will happen. Price: Determining the dollar amount to sell a product or service. Product: Any goods, services, or ideas that we wish to sell. Promotion: Any form of communication a business or organization uses to inform, persuade, or remind people about its products and improve its public image. Target Market: The customers a company focuses on selling a product or service Trademark: The brand name, brand mark, trade character, or a combination of these that is given legal protection by having a patent registered with the U.S. patent office.

5

Pitching a Product Student Situation: You have been teamed up with a colleague (another student) to create a sales pitch for a product/service (one of the class projects). You and your teacher can determine whatever product/service you want to use to demonstrate the Four Ps of Marketing from any of the activities that are available to do in the TLC Technology lab. Your first assignment is to work within your team to determine how the responsibilities will be assigned to each team member, and write it down on the Pitching a Product Planning/Evaluation sheet given to you by the teacher. You will need to use the Four Ps of marketing in your presentation (sales pitch) and each team member should be responsible for two of these. Use your rating sheet from the Marketing Olympics to refresh your memory about the Four Ps of marketing. The audience you make the sales presentation to will be determined by the product or service that you want to promote. Here are some examples: If you were promoting Truss Construction, your audience might be a city planning committee and mayor. With airplane design your audience might be an airplane company president. With home design, your audience might be an architectural firm. Once you have determined your product/service, you will try to sell this product/service to your audience. When you give your presentation you will need to let the class know what kind of an audience they are to be. During your presentation your team will: 1) describe the target market for the chosen product/service, 2) describe the product/service, including any special features, 3) demonstrate or show your product/service and point out any special or important features, 4) explain why your product/service would be beneficial to the given audience, and 5) create a logo or trademark to be part of the presentation. This is a TEAM effort and it will require each member to complete a specific part of the project. Each team member will get ‘team points” for the overall project and presentation, as well as ‘individual points’ for their specific assignments. You will have one day in class to work on this project, but don’t procrastinate. You will be expected to produce a professional presentation. Make sure that all aspects of your presentation are well coordinated and appeal to your target market. Good luck! If you have any questions or need any help, please don’t hesitate to come see me. I will do whatever I can to help this be an educational and successful assignment. One Last Note: Just so there is no confusion, let me clarify the group role in the above-mentioned areas. Even though one person is appointed “manager” of the team, each team member is expected to contribute any ideas or assistance that is needed for each area. This is a TEAM effort and your ultimate grade on the project will reflect on each of the four areas. Your presentation will be no better than the weakest of the four areas. In other words, it is to your advantage to make sure that every part of the presentation is well thought out and professionally done.

6

Pitching a Product - Expectations

Each of the following should be the minimum included in your presentation, but most students will incorporate more. Remember that being creative and making a presentation that flows well will help sell your idea to your audience. Product/Service Explanation about product/service Benefits of this product Place Established best possible place to market the product/service Type of transportation necessary to market the product/service Price Cost of product/service Price determined allowing for profit Promotion Creative way of promoting product/service Created an interest in product/service

7

Pitching a Product - Planning/Evaluation Sheet Product/Service: ____________________________________ Class Period: _____

List your team members and their individual assignments: Name: _________________ Assignments_________________________ ___ pts.

Name: _________________ Assignments_________________________ ___ pts.

Explain how the following terms are used in your presentation:

Target Market: _______________________________________________ ___ pts. Product/Service Name: _________________________________________ ___ pts. Product Price: ________________________________________________ ___ pts. Place (Transportation): _________________________________________ ___ pts. Logo or Trade Mark: ___________________________________________ ___ pts. Other Information: ____________________________________________________ _____________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ ___ pts.

Product/Service Sketch _____ pts.

Creative Promotion (Presentation) of product/service: _____ pts.

Total __________pts.

8

Name: ____________________________________ Period: ___________

Marketing Olympics

Directions: Define the following terms. Make sure you understand these terms, because you will be expected to incorporate them into your “Pitch the Product” presentation. Target market:

Market research:

Market survey:

Logo:

Trademark:

Advertising:

The Four Ps of Marketing:

------------------------------------------------------------------------------ Directions: As an Olympic judge, you are to mark the square for the score you would give each team as they do their “Four Ps of Marketing performance.” Write the product they are doing their performance on in the square provided.

Four Ps of Marketing Olympics Team Product 1 2 3 4 5 6 7 8 9 10 TOTAL

Team 1

Team 2

Team 3

Team 4

Team 5

Team 6

Team 7

Team 8

Team 9

Team 10

Team 11

Team 12

Team 13

Team 14

Team 15

9

Possible Ideas for Marketing Olympics Directions: Cut the following names of technology products and tools then place them in a hat to be drawn out by students for the Marketing Olympics.

Computer

Bicycle

CNC Mill

Laser

Satellite

Table Saw

Truck

Music CD

Automobile

CD Player

Digital Camera

Stereo

Skateboard

Make-Up

Ear Rings

Posters

Shoes

Roller Blades

10

Master Copy. (Please make additional copies on gold paper.)

11

Master Copy. (Please make additional copies on light blue paper.)

12

Master Copy. (Please make additional copies on tan paper.)

a

Appendix

A

b

An

Overhead Presentation

for

Dale M. Stephens, Specialist

Utah State Office of Education Applied Technology Education Services

250 East 500 South, Salt Lake City, Utah 84111 phone (801) 538-7867 / fax (801) 538-7868

email dstephen@usoe.k12.ut.us

W H a t i s

M a r k e t i n g

???

c

Definition of Marketing

Marketing is the process of developing, promoting, and distributing products in order to satisfy

customers’ needs and wants.

Products

Develop

Promote

Distribute

d

What Are

Products?

e

Goods

Car Food Home Clothes

Services Hospital TV Repair Auto Mechanics Carpet Cleaning

Ideas Internet

Training Computers Printed Materials

Short Definition of Marketing: “The promotion of goods, services, and ideas.”

f

What do we learn in Marketing?

TThhee

FFoouurr PPss of MARKETING

1. Product 2. Place 3. Price 4. Promotion

NOTE: Ask students to identify examples of each of the Four Ps. (Magazines, newspapers, physical objects, etc., are good examples.)

g

Product

Any goods, services, or ideas that we wish to sell.

Goods, Services, or Ideas

Research:

Defining Target Markets

Product Design or Content

Quantities

Quality: Standard/Deluxe Guarantees or Warranties

Price

Determining a dollar amount at which we can sell the product.

Costs:

Production Wholesale

Retail

Compare to Competition

Profit Margin

Value

Place

Distribution is getting the right product to the right place at the right time in the right amount and in the

right condition.

(For example: You don’t want parkas delivered to a service

station in Las Vegas!)

Distribution

Storage & Warehousing

Transporting

Promotion

Making potential customers aware of a product in a positive way so they

will want to buy it.

Packaging

Advertising

Personal Selling

Sales Promotion: Coupons, Discounts

The Four Ps of Marketing

h

1/3 Jobs

60% CEO America

$Highest/LowestPay

Exciting Work With People

Cornerstone Entrepreneurship

25% Growth in USA

Lubricant

Transferable Skills

Did you know?

i

Hospitality Marketing Importing/Exporting

International Marketing Marketing Research

Product Management Professional Sales Public Relations

Advertising Customer Service

e-Commerce Entrepreneur

Fashion Merchandising Financial Services Food Marketing

Real Estate Restaurant Management

Retail Management Sales Management Service Marketing Sports Marketing Travel/Tourism

Marketing