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Resources for the TEKLA curriculum at Junior Secondary Topic 2 Marketing Mix Strategies and Management – Extension Learning Element Module E5 Marketing

Topic Overview

Topic Strategies and Management

E5 Marketing: Marketing mix– Introduction to 4 Ps

Level S3

Duration 3 lessons (40 minutes per lesson)

Learning Objectives:

1. Understand the concepts of marketing and marketing mix, and

2. Understand the concepts of product life cycle and its impacts on marketing mix.

Overview of Contents:

Lesson 1 Product

Lesson 2 Price and Promotion

Lesson 3 Place

Resources:

Topic Overview and Teaching Plan

PowerPoint Presentation

Suggested Activities:

Class Discussion

Group Discussion

Debate in class


Lesson 1

Theme Product

Duration 40 minutes

Expected Learning Outcomes:

Upon completion of this lesson, students will be able to:

1. describe what is a marketing strategy, and

2. describe and make a product strategy.

Teaching Sequence and Time Allocation:

Activities Reference Time

Allocation

Part I: Introduction

Teacher starts the lesson by introducing the

concept of what is marketing.

PPT #2 3 minutes

Part II: Content

Teacher explains the concept of marketing.

Teacher explains the concept of marketing mix – 4

Ps.

Teacher explains the first component of 4Ps:

product.

PPT #3

PPT #4 – 6

PPT #7 – 9

3 minutes

8 minutes

6 minutes

Activity 1: Class discussion

Students are invited to share their views on

the brands.

Teacher invites volunteers to present their

answers and provides feedback as appropriate and

guide students to consider the correlation

between products quality, design, etc. and

products differentiation

PPT #10

4 minutes

Teacher continues to explain product strategy. PPT #11 2 minutes

Activity 2: Debate

Which brand is more successful?

Teacher concludes the debate.

PPT #12

6 minutes

2 minutes

Teacher continues to explain product strategy. PPT #13 3 minutes

Part III: Conclusion

Teacher concludes the lesson by reviewing the key

points covered.

3 minutes


Lesson 2

Theme Price and Promotion

Duration 40 minutes



1. describe and make a price strategy, and

2. describe and make a promotion strategy.



Allocation


Teacher recaps the concept of marketing mix 3 minutes

Part II: Content

Teacher explains the second component of 4Ps:

price.

PPT #2 – 4 8 minutes


Students are required to discuss the

appropriate pricing strategy for different

products

Teacher goes through the answers with students

and makes conclusion.

PPT #5

PPT #6

5 minutes

2 minutes

Teacher explains price setting issues.

Teacher explains the third component of 4Ps:

promotion.

PPT #7

PPT #8 – 13

5 minutes

10 minutes


Students are required to give examples of

different public relations promotion methods

adopted by different brands.

Teacher invites volunteers to present their

answers and gives feedback.

PPT #14

4 minutes



points covered.

3 minutes


Lesson 3

Theme Place

Duration 40 minutes



1. describe and make a distribution strategy, and

2. describe product life cycle and its impacts on marketing mix.



Allocation


Teacher recaps the concept of marketing mix 3 minutes

Part II: Content

Teacher explains the third component of 4Ps:

place.

Teacher describes product life cycle and its

implication on marketing mix.

PPT #2 – 6

PPT #7 – 11

14 minutes

15 minutes

Activity 1: In-class exercise

Students are required to apply the concepts

of product life cycle to different products.

Teacher goes through the answers and makes

conclusion.

PPT #12

PPT #13

3 minutes

2 minutes



points covered.

3 minutes

1

Need: things that are necessary for living. Examples include the need for food, clothing, warmth and safety.Wants: things that are not necessary but we desire or wish for. Examples include luxury goods, race car.

2

Teacher explains to students the 4 major components of marketing mix, i.e. 4Ps.

5 6

Teacher can ask students to give any examples of product (goods such as car, mobile phone, services such as tourism industry, bank services etc.)

7

Teacher introduce the elements included in Product Strategy.

8

9

Students may have different feelings about the brands. Teacher only requires to discuss with students the concept and importance of quality, design and features of a product which lead to product differentiation.

10

11

There is no definite answer. Students are free to discuss and share their option and views? The focus of the discussion is whether variety of products is good or not for a brand.Benefits of uniqueness of product include:1. Competitive advantage occurs when an organisation acquires or develops a product

or attributes of products that allow it to outperform its competitors.2. Economies of scale: the cost saving that enterprises obtain due to size, throughput,

or scale of operation, with cost per unit of output generally decreasing with increasing scale.

Benefits of Product Variety include:1. Satisfies a wide range of consumer tastes. 2. Successful product improvement by one firm encourages other firms to improve or imitate, which will end up with more options for customers.

12

Product positioning: whether the company would like to be a market leader on high‐end products (charging higher price) or low‐end products (charging lower price).

Market share: should a company want to gain market share, a low price should be charged (see price penetration in next slide).

Profitability: charge a higher price can lead to a higher profit.

They are inter‐related. E.g. a company wants to gain market share is willing to make little profit by charging lower price than its competitors and differentiate its product in different position from its competitors.

17 18

21

Advertising: through mass media such as advertisement on newspaper or television to attract/encourage potential buyers to buy the product.

Personal selling: through direct contact such as face‐to‐face communication, personal correspondence, or personal telephone conversation to promote the product and persuade customers to buy. E.g. the use of a sales team.

Sales promotion: through the use coupons, product samples, and rebates etc. to attract/encourage potential buyers to buy the product.

Public relations: according to Public Relations Society of America “public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics.” E.g. arrange a press conference.

22

23

Teacher introduces the most widely used mass media for promotion.

24

Face‐to‐face selling is a method of which a salesperson contacts prospective customers directly to promote the product and persuade them to buy.

Telemarketing is a method of which a salesperson contacts prospective customers either over the phone or arrange a subsequent face to face appointment over the phone to promote the product and persuade them to buy.

25

A free sample is a small portion of food or other products (for example, beauty products) given to consumers in shopping malls or supermarkets to let them know the existence of the product and try out before purchasing it.

A discount coupon is a ticket, leaflet or document that customers can enjoy a lower price (discount) when purchasing a product.

A free gift with company logo/product is given to customers in order to enhance the product awareness.

26

A press conference is an event held by the company to introduce its new product to the mass media.Exhibition/trade show is a promotion of the products in a booth where customers can buy or ask for information.Brand ambassador is through an appointment of a public known person such as an artist to promote its products or services. Sponsorship is financial or resources support to an event, activity, person, or organisation in order to enhance the company image.Word of mouth is any apparently informal communication about the product by users.

27

Students are free to answers. It is good to show some examples to students for their reference such as the press conference organized by Apple for its new model of iphone, an artist being the brand ambassador of a company’s product and the sponsor of a concert by an insurance company.

28

31

Mode of transport: the means of delivery e.g. by air, sea or land.

Warehousing & storage: the location and size of warehouse which facilitate the delivery of goods.

Order processing: the process of picking, packing and delivery of the goods to customers.

Inventory control: the supervision of supply, storage and accessibility of items in order to ensure an adequate supply to customers.

32

Teacher explains the difference between direct and indirect distribution is the involvement of intermediary (agent) such as wholesaler and retailer between manufacturer and customer.

33

Storage: factories and retail stores often have limited storage space, because space costs money. Wholesaler can provide warehouse to facilitate storage for both parties.Agent: can reduces contact cost between manufacturers and consumers because the manufacturer does not require to maintain a sales team by itself. Moreover, an independent agent is usually more experienced than in‐house representatives and need less management and direction from the manufacturer.

34

Retailer sells goods to consumers, as opposed to wholesaler who normally sells goods to another businesses (retailers).

35

Extended learning: slide 9‐14

36

41

Teacher can also use the same type of products to illustrate different stages in product life cycle.For example: Introduction (Google glasses – Head‐mounted display, HMD), Growth (3D LED HD TV), Maturity (LCD HD TV), Decline (LCD TV).

42


Classwork/Home Assignment P.1

Section A: Multiple Choice Questions (@1, total 10 marks)

1. The purpose of marketing is to _______ the customer needs with the company’s

capability.

A. create

B. develop

C. explore

D. match

Level of difficulty: *

2. Which of the following is not covered in the product strategy?

A. Quality.

B. Price.

C. Brand name.

D. Features.


3. The purpose of a product strategy is to:

A. offer goods or services at a low price.

B. offer goods or services to make profit.

C. offer goods or services that can satisfy the needs of the customers.

D. develop new products for competition.


4. The concern that a product is reliable and able to perform its intended function is

called:

A. Design.

B. Feature.

C. Quality.

D. Warranty

Level of difficulty: **



5. Which of the following is not covered in the pricing strategy?

A. Credit terms.

B. Discounts.

C. List price.

D. Public relations.


6. The price strategy which the price is always set at a low level is called:

A. Economy pricing.

B. Price penetration.

C. Price skimming.

D. Premium pricing.


7. Which of the following is covered in the promotion strategy?

(i) Advertising.

(ii) Discounts modes of sales promotion.

(iii) Personal selling.

(iv) Public relations.

A. (i) & (ii) & (iii)

B. (i) & (ii) & (iv)

C. (ii) & (iii) & (iv)

D. All of the above


8. Which of the following is not covered in the place strategy?

A. Distribution channels.

B. Logistics.

C. Coverage.

D. Payment method.




9. A distribution channel including manufacturer, wholesaler, retailer and consumer is

called:

A. Agency.

B. Direct distribution.

C. Indirect distribution.

D. Step distribution.


10. The sequence of stages of a product life cycle is:

A. Introduction, growth, maturity and decline.

B. Introduction, maturity, growth and decline.

C. Growth, maturity, decline, termination.

D. Introduction, maturity, decline, termination.




Section B: Short Questions (20 marks)

* 1. Briefly describe the four steps of applying the marketing mix. (4 marks)

*** 2. Explain which pricing strategy is appropriate if a company is going

to launch a new model of TV set with new and high technology.

(8 marks)

** 3. What is the marketing strategy for a smart phone when it is in the

maturity stages of a product life cycle?

(8 marks)



Suggested Solutions

Section A: MCQs

1. D 2. B 3. C 4. C 5. D

6. A 7. D 8. D 9. C 10. A

Section B: Short Questions

Question 1

There are 4 steps of applying marketing mix:

- The company chooses the product to meet the identified need of the target customers.

- Set the price that is acceptable to both the customer and the

company. - Make the target customers aware of the existence of the product. - Use the right distribution channel to make the product available.

(@1, total 4 marks)

Question 2

Price skimming is appropriate when a company is going to launch a

new model of TV set with new and high technology. The reason is

because the new model is less price sensitive at the beginning stage

and setting a price can let the company recover the development cost

and make profit quickly.

(8 marks)

Question 3

- Product features are enhanced in order to differentiate the product

from competitors.

- Price may be reduced in response to competition.

- Promotion cost is increased to enhance the product differentiation.

- Placing is more intensive to compete in the market and incentive

may be provided to resellers in order to avoid losing sales channel.

(@2, total 8 marks)

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