Marketing and

Its Importance
CTE Introduction
 Marketing
 When the producer is
someone other than the
consumer, some form of
exchange takes place.
 Exchange
 Exchanges take
place every day:
– Buying a
hamburger
– Seeing a movie
– Visiting the dentist
 Marketing
DEFINITION: Marketing is the process of
DEVELOPING
PROMOTING
DISTRIBUTING
Products in order to satisfy customers !!!!!!!

What are Products?

GOODS SERVICES IDEAS
 Marketing 4p,s ?
 Marketing is a process
– It involves the 4 p’s
•Product
•Pricing
•Promoting
•Placing
 Marketing

 Products: must be planned

 Prices: must be determined
 Promoting: products is essential
 Placing: products must be accessible to customers
 Marketing

 Theseactivities link producers

and consumers so exchanges can
be made.
Marketing is all Around Us
 Marketing can
be done:
– Phone
– Mail
– Computer
– Videotape
– Doorstep
 What is Marketed?
 Durable  People
Goods  Places
 Nondurable
 Organizations
Goods
 Ideas
 Services
 Why is Marketing
Important?
 Lubricant (competition, increased quality and productivity)

 Lower Prices: (choice reduces prices)

 Transferable Skills:
 Highest and Lowest Pay: (Larry H. Miller
has a marketing job!!!!!!!!!!!!!!!)

 Makes buying convenient:

 Why is Marketing
Important cont...
 1/3: of the jobs in the USA
 $ Highest / Lowest Pay( 50 to 60 cents out of
every dollar goes toward marketing)

 Cornerstone / Entrepreneurship
 25% Growth is USA
 Exciting: Work with people
 Benefits of
Marketing ?
Raises the standard of living.
 Adds utility to goods/service.
goods/service
 Makes buying convenient.
 Maintains reasonable prices.
 Improves the quality of life.
 Benefits of Marketing ?
 Provides a
variety of
goods and
services.
 Increases
Production
 Without Marketing . . .
 Increased
Costs
 Less Variety
 Less
Competition
(economy suffers)
Without Marketing . . .
 Fewer product
Improvements.
 Fewer
products
developed.
 Stock shortages
and overages.
 Usoe approved lesson plans
(Utah Education Network)
 BUS: #1. cereal box #2. mkt. a cereal breakfast #3. mkt.
through auctions #4. travel leisure co. project #5. grab bag
marketing
 FACS: #1. chill tie-free enterprise #2. if I were a designer #3.
marketing a restaurant #4. marketing a child care service #5.
puppet factory #6. running a school bakery #7 don’t buy it
 TECH: #1. marketing a commercial #2. marketing a Olympics
activity. #3. creating a company

 NOTE: Other creative activities are ok, if you use the standards
(including, the 4 P’s)
 ASSESSMENT CRITERIA FOR
TLC INTEGRATED MARKETING LESSONS
(5 days required in each rotation = 15 days during the year)

Marketing: “The process of developing, promoting, and distributing products (services) to customers.”
PRODUCT (Minimum 1 day—45 minute session)
ASSESSMENT CRITERIA: Students must create/conduct and analyze market research to determine what
product (service) to produce (or provide).
 Conduct a written or verbal survey of the target population (customers) to determine what product (service) should be produced (or
provided).
 Compare similar products (services) currently on the market and determine why the target population buys one product (service)
more than another.
 Use the Internet to research a product (service) and identify the five highest selling brands (or companies). Determine what
characteristics put them in the top five.

PRICE (Minimum 1 day—45 minute session)

ASSESSMENT CRITERIA: Students must determine and analyze what price to charge customers for the
product (service) in order to make a profit.
$ Determine the product’s (service’s) cost to produce: time, labor, ingredients, materials, etc.
$ Determine how much it will cost to promote and package the product (service).
$ Use the concepts of supply and demand to analyze the pricing of products (services) and what customers would be willing to
pay.
$ Decide how much profit should be made on the product (service).

PROMOTION (Minimum 2 days—45 minute sessions)

ASSESSMENT CRITERIA: Students must discuss the pros and cons of promotional strategies for the product
(service) and create at least one promotional tool for the product (service).
$ Create and implement promotional methods (package design, advertising, 7 Sales Step Process, etc.) for a specific product
(service). Creating a video, flyer, poster, announcement, etc. are examples of ways to market products (services).
$ Analyze current television, radio, billboards, magazines, newspaper, or Internet advertisements for your specific product
(service). Determine what characteristics are used to sell the product (service). Logos, trademarks, brand names, slogans,
jingles, etc. are elements that need to be looked at.

PLACE (Minimum 1 days—45 minute session)

ASSESSMENT CRITERIA: Students must discuss how the product (service) will reach the customer and
how the product (service) will be sold to the customer by using the ‘7 Sales Step Process’.
$ Determine the best place to promote and offer the product (service) and set up a display for a specific product (service).
$ Analyze various methods of placement that current marketers (providers) use to make their product (service) available to
customers. i.e. where a business locates in the city, how food is placed in a grocery store (around outside, on top shelf vs.
bottom shelf, etc.), what is displayed upon entering a department store, etc.
$ Introduce and role play the ‘7 Sales Step Process’: 1 – Approach, 2 – Needs, 3 – Product, 4 – Overcoming objections, 5 –
Closing, 6 – Suggestive Selling, 7 – Followup

Incorporate these marketing careers as you teach the 4 P’s of Marketing

Advertising Hospitality Marketing Real Estate
Customer Service Importing/Exporting Restaurant Management
E-Commerce International Marketing Retail Management
Entrepreneur Marketing Research Sales Managemen0
Fashion Merchandising Product Management Service Marketing
Financial Services Professional Sales Sports Marketing
Food Marketing Public Relations Travel/Tourism Marketing
 TLC MARKETING DEFINITIONS
THE 4 P=s of Marketing - The four strategies of the marketing mix (product, price, promotion and place) are
interconnected. Action in one affects decisions in another. The order of dealing with each can vary, i.e. place can occur before
promotion, etc. But first, the target population must be defined and then the strategies are directed toward this target population
(market).

PRODUCT- Product can be a tangible object or a service provided to customers. It can even be a program planned for
clients in which they participate. Market research (the systematic gathering, recording, analyzing, and presentation of information
related to marketing goods and services based on needs assessment) is necessary to determine the customer=s needs/wants and how
best to design and promote the product or service to attract the customer. Market research involves surveying or interviewing the
target population (customers) to determine their preferences. Market research can also be done on a specific product (service)
already in place to determine its success. Results of this market research should be the product to make, how to package it, brand
name to use, and an appropriate image to portray.

PRICE - Price is the process of determining what to charge for the product or service. It should reflect what the customers
are willing and able to pay. It is assumed a profit is to be made. It includes determining the cost of production (time, labor,
ingredients, packaging, advertising, etc), the state of supply and demand, and the amount of profit to be made. The end result is the
price of the product or service.

PROMOTION - Promotion is the actual Amarketing@ of the product or service, the image portrayed. Advertising the
product or making the customer aware of the product or service is involved in promotion. Advertising can be done through public
relations, media, personal selling and various persuasive communication strategies. Creating catchy names, logos, jingles for a
product or title/acronym (such as TLC) for the service or program is part of promotion. Decisions need to be made about the
message, when and where it will be delivered, and any inducements utilized. The 7 Step Sales Process can be used in this section
or in the PLACE section. The end result of this strategy is how the customer will be told about the product.

PLACE - Place can be thought of as the distribution of the product (or service) in the most advantageous way possible. It
involves determining the best place to display and sell the product or offer the service. How to set up the actual display or where
to place it in the space provided (i.e. store, room, auction, swap meet) or the timing of the distribution of the service is part of
PLACE.
Also, the following ‘7 Sales Step Process’ may be used to sell the product (or service) once it has been placed.
1. Approaching the customer: Open-ended approaches are NOT recommended, i.e. “May I help you?” The response could
be NO. Instead, say “I noticed you were looking at our best selling dress and it is on sale today.”
2. Determining specific needs for the product: Examples: Lawn mower—“How large is your yard? Will you need a hand
or riding mower?” OR Car—“Do you drive a lot of miles which requires a low gas mileage car, or is power more
important for you?”
3. Presenting the Product (Service): Research all the positive and/or negative aspects of the product (service). Example:
“This baseball bat is not only lightweight, it will hit a ball 10% farther than its competition.”
4. Overcoming Objections: Example: Customer, “This TV is overpriced!” Salesperson “This other TV has similar
features, is only half the price and is only a few inches smaller.”
5. Closing the Sale: Example: Salesperson “Of the two shirts you are looking at, which one would you like to purchase?”
OR “Will this be cash or credit?”
6. Suggestion Selling: (Suggest an accessory or something extra that relates to the product after the initial sale is made.)
Examples: Salesperson – “Would you like a scarf to go with your new coat?” OR “For only $50 we have a 5-year
warranty on your new snow blower.”
7. Relationship Building (Follow up): Example: “You’ll be receiving a coupon and flyer announcing our next big sale.”
OR Your veterinarian sends a reminder that you dog’s vaccinations are overdue.

A worthwhile and fun classroom activity would be to have students select a product and sell it to the class using the ‘7 Sales Step
Process’.
 CTE INTRO. STANDARDS
Standard 9: Students will examine the workplace tasks and concepts in Marketing.
Objective 1-Business: Explain the four P’s of Marketing Objective 2-FACS: Explain the four P’s of Marketing Objective 3-Technology & Engineering: Explain the four
(product, pricing, promotion and place) and how they are used (product, pricing, promotion and place) and how it relates to P’s of Marketing (product, pricing, promotion and place) and
in business and in society. the family and the consumer. how they are used in technology.
1. Create a product (good service or idea) related to the 1. Create a product (good service or idea) related to the 1. Create a product (good service or idea) related to the
Business Area and include: Marketing research, the price of Family and Consumer Area and include: Marketing Technology and Engineering Area and include: Marketing
a product, promotional strategies, and how products are research, the price of a product, promotional strategies, and research, the price of a product, promotional strategies, and
going to be distributed. how products are going to be distributed. how products are going to be distributed.
2. Understand the impact small business has on our nation and 2. Explain the relationship and the impact Marketing has on 2. Understand how Technology has impacted Marketing, and
its economy. the Family and the Consumer. how it has effected our lives.
3. Recognize the importance of communication and managing 3. Discuss how a person can successfully market him/herself 3. Describe how goods, services, and ideas are marketed and
a business. when applying for a job. distributed in a global economy.
4. Demonstrate the “7 Steps” of the sales process. 4. Evaluate various marketing strategies that are used in the 4. Explain how Technology can be used and the process
5. Explore Business Career Pathways related to Marketing. clothing/food areas, and understand how it impacts the involved in producing and promoting products.
family. 5. Explore Technology and Engineering Career Pathway’s
5. Explore Family Career Pathways related to Marketing. related to Marketing.
 We have a problem!
37,000 UTAH STUDENTS WILL START 9TH. GRADE NEXT YEAR
APX. 6,000 WILL GET A BACHELOR DEGREE

74% graduation rate in 1984. 67% in 2000



Goal:
More degrees or certificates 4 more years to
(35% students college ready and 90% of all
get a bachelor

jobs require additional training beyond high
school.)

degree
$44,000
($ 6,000 -$8,000 each year after H.S.)

PATHWAY’S
Coherent groupings of courses
Within
12 years of high FIELDS: technical,scientific,arts,social,mkt.,bus.

school to
AREAS OF STUDY:Ag,Bus,Family,Health,I.T.,Mkt,T. Ed, Trade

Also
graduate They are typically linked with specific post-
secondary degrees or certificates.
$22,000
 CAREER PATHWAYS
62 Career Pathways Within Eight Areas of Study

Agricultural Education Marketing Education

> Agricultural Systems Technology > Marketing Entrepreneurship
> Horticulture Science & Management > Marketing Management
> Natural Resources Science & Management > Sales & Service Marketing
> Production/Processing Animal Science > Travel & Tourism
> Production/Processing Plant & Soil Science
> Production/Processing Science & Management Skilled & Technical Sciences
Education
Business Education Building Trades
> Accounting & Finance > Carpentry
> Business Administrative Support > Electrician
> Business Entrepreneurship > HVAC
> Business Management > Plumbing
> Business Technology Support Communication
> Television Broadcasting Technician
Family & Consumer Sciences Mechanics & Repairs
> Automotive Collision Repair
Education > Automotive Service Technician
> Child Development > Electronics
> Consumer Economics Services > Heavy Duty Diesel
> Family & Human Services Precision Production Trades
> Fashion Design, Manufacturing & Merchandising > Cabinetmaking/Millwork
> Food Science, Dietetics & Nutrition > Drafting/CAD
> Food Service & Culinary Arts > Graphics/Printing
> Hospitality Services > Machine Tool
> Interior Design > Welding
Personal Service
Health Science & Technology > Cosmetology/Barbering
Protective Service
Education > Firefighting
> American Sign Language > Law Enforcement
Biotech Research & Development Transportation & Material Moving
> Biotechnology > Commercial Aviation
Health Informatics Visual Arts
> Medical Office Administrative Assistant > Commercial Art
Therapeutic Services > Commercial Photography
> Dental
> Emergency Medical Technician (EMT)
> Exercise Science/Sports Medicine
Technology & Engineering
> Medical Assistant Education
> Nursing > Pre-Engineering
> Optical Technician (Utah Pre-Engineering Program)
> Pharmacy > Project Lead the Way
> Surgical Technician (National Pre-Engineering Program)

Information Technology Education

Information Support & Services
> Database Development & Administration
> Technical Support
Interactive Media
> Digital Media (Multimedia)
> Web Development & Administration
> Network Systems
> Programming/Software Development
 The End
Have a great day!
Dale M. Stephens
Dale.stephens@schools.utah.gov
USOE