Week 6

Thursday 4th June, 2009

Define the following terms associated with promotion and selling. Also explain the importance of these terms to a person running a business (NOT FROM THE PERSPECTIVE OF A CONSUMER).

advertising, advertising media, below- the- line promotions, evaluating, market segmentation, materialism, monitoring, personal selling, product differentiation, product placement, promotion, promotion mix, public relations, publicity, sugging, target market, value ( for money)

Promotion and Selling

Watch the following Youtube clips and take notes on important marketing issues.

Follow up activity:

Topic: Product Differentiation:

1.What is meant by the term product differentiation?

2.List three examples of products that use the differentiation strategy.

3.Choose a product you are famaliar with and list the types of differentiation strategies to promote it.

____________________________________________

Work for Tuesday June 9th, 2009

4.Design an A4 print advertisement for a new model mobile phone that highlights its exclusive features.You may use desktop publising software or any other software to present the advertisement with text and graphics.You will be asked to present it to the rest of the class.When presenting you will also be asked to refer to the product differentiation of your mobile phone.You are also requested to explain your product in terms of the 4 P’s of Marketing ie Product, Price, Place and Promotion.

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Work for Friday 12th June,2009

Complete the following sentences by filling in the correct word in the spaces provided.Write your answers in your exercise book.Have Mr Vuki mark your work before you proceed to the next worksheet.

Promotion & Selling Vocabulary Quiz

Name: ________________________________

Year 9 Commerce Quiz/Vuki

1.The business of drawing public attention to goods and services.________________________________

2.Those relating to the individual, to how that individual lives or has lived and to how that individual actually behaves._______________________________

3.Attaching a brand mark or brand name to a product in order to distinguish it from other product variants.__________________________________

4.The counting or listing of inhabitants of a certain region done by a census enumerator commonly on a federal or state basis._______________________________

5.A business relation in which two parties compete to gain customers.______________________

6.Consumer markets are the markets for products and services bought by individuals for their own or family use.______________________________

7.Money obligated for goods and services received during a given period of time, regardless of when ordered or whether paid for.___________________________________

8.This is any collection of data: part numbers, product codes, customer information, etc. It usually refers to data stored on a computer.________________________________________

9.The act of gathering information from survey respondents._____________________________

10.Those relating to personal characteristics such as age, gender, social class, level of education, occupation and family status.___________________________

11.The sale of products by a producer direct to consumers with promotional efforts using direct mail, advertising, or telephone sales._______________________________

12.A specific group of consumers at which a company aims its products and services.____________________________________

13.The process of reducing a future amount to a present value. ___________________________

Word Bank

Advertising, Discounting, Competition, Branding, Direct Marketing, Data Collection, Behavioural Factors, Costs, Demographic Factors, Target Markets, Census, Consumer Markets, Database.

Name: ________________________________

Year 9 Commerce Quiz/Vuki

1.Discretionary spending means spending determined by the Appropriations Committee and Congress.__________________________

2.The commercial activity of transporting and selling goods from a producer to a consumer____________________________________

3.In the case of uncertainty, expectation is what is considered the most likely to happen._____________________________________

4.Electronic Commerce. Refers to the general exchange of goods and services via the Internet.__________________________________

5.Those relating to the place or environment where that individual spends, or has spent, a proportion of their time._______________________________

6.The worldwide use of a name, term, sign, symbol (visual or auditory), design, or a combination thereof to identify goods or services of a seller and to differentiate them from those of competitors.______________________________

7.The economic and social process whereby local markets and cultures are increasingly dominated by global markets and culture.___________________________________

8.That which is produced, then traded, bought or sold, then finally consumed._____________________________________

9.The management of both inbound and outbound materials, parts, supplies, and finished goods.

10.Studying who purchases a product, the reason for the purchase and the purchaser’s reaction to changes in quality and price._______________________________

11.Market research has sometimes been distinguished from marketing research, to mean the collection of data about markets by means of surveys.___________________________

12The division of a market into distinct groups of buyers or decision makers._______________________________________________

13.Total sales of an organisation divided by the sales of the market they serve.________________________________________________

Word Bank

Market Share, Market Research, Goods, Discretionary Spending, Market Segmentation, Logistics, Globalisation, Expectations, Global Brand, Market Analysis, E-commerce, Distribution

Name: ________________________________

Year 9 Commerce Quiz/Vuki

1.It refers to the management process which identifies, anticipates and supplies customer requirements efficiently and profitably._______________________________

2.Produced and distributed in large quantities and intended to appeal to the widest range of consumers.____________________________

3.A condition or situation in which something is required or wanted_______________________

4.A niche market is a focused targetable portion (subset) of a market   sector.________________________

5.A formal agreement with a third party to perform a function for an organization.______________________________

6.Means a capacity within an * aged care service for provision of residential care, community care or flexible care to an individual.________________________________

7.In finance, a position may be: a commitment to buy or sell a given amount of securities or commodities; the amount of securities or commodities held by a person, firm, or institution; or the ownership status of a person’s or institution’s investments.____________________________

8.The amount of money needed to purchase something._________________________

9.Conducting research to collect new data to solve a marketing information need.________________________________________

10.The distinguishing of substitute products from one another by advertising and the like._________________________________

11.Encouragement of the progress or growth or acceptance of something._______________________________________

12.Is the practice of dividing groups via particular psychological traits for the purpose of marketing to these markets. Segmentation takes place via consumer lifestyle, personality, or social class. An example would be a company needing to market gold golf clubs to a specific golfer belonging to an expensive membership based country club. ______________________________________

13.A degree or grade of excellence or worth._________________________________________

14.Is an approach that focuses on developing a series of transactions with consumers. _____________________________________________

Word bank:    ( Price, Mass Market, Outsourcing, Needs, Promotion, Psychographic Factors, Marketing, Quality, Relationship Marketing, Product differentiation, Primary Research, Niche Market, Place, Position)

Name: ________________________________

Year 9 Commerce Quiz/Vuki

Definitions of Terms and Abbreviations for Promotion and Selling)

1.Market for private customers and clients in small- and medium enterprises business.____________________

2.Person doing a retail business, known to the trade and public as such, and selling in commerce to any user or consumer.___________________________

3.The state of being purchasable; offered or exhibited for selling._____________________

4.This is when you use information that has already been conducted for your marketing research._______________________________

5.That which is produced, then traded, bought or sold, then finally consumed and consists of an action or work._______________________________

6.Alliance between companies, primarily for the purpose of achieving cost efficiencies, and to allow them to become more competitive in the face of rapid changes and pressures in the market._______________________________

7.A Supplier provides production and sales of finished goods bought by a Participating Company.___________________________

8.The management of the components, manufacturing and distribution of a manufactured commodity.______________________________________

9.An economic term which describes how a raw product is processed into a product which is of more value than the material in its raw state.__________________________________

10.In economics, a want is something desired, distinct from a need which is something that is necessary.__________________________________

11.A protection plan generally paid for by the seller, which protects the buyer against major repair expenses and breakdowns. Warranties are assigned to specific items, usually major appliances or systems on the property._______________________________________
12.Wholesaler: party that distributes manufacturers’ products to retailers and other distributors.________________________________________

13.Securities backed by specific assets, payments on which derived from cash flows of underlying assets, such as auto loans, credit card receivables, home equity loans, and student loans.______________________________________

14.A general term encompassing the use of hardware, software and services to create, store, retrieve, transfer, process and present information. IT projects typically involve the introduction or enhancement of systems or technology to meet a particular business need.________________________________________________

15.Location in a merchant establishment at which the sale is consummated by payment for goods or services received.________________________________________

Word Bank:

POS, Wants, Retail Markets, Sale, Supplier, Retailer, Warranty, Secondary Research, IT, Services,

Supply Chain, Strategic Alliances, Value Adding, ABS

___________________________________________________________

Monday 22/6/09

PROMOTION

9 COMMERCE

ACTIVITIES:

1.Whta is the main role of promotion?

2.What is meant by the term ‘promotion mix’?

3.Distinguish between personal selling and advertising.

4.List and describe three types of below-the-line promotion that you have seen in a supermarket or shopping mail recently.

5.Which advertising medium would you choose for the following products? Give reasons for your choices.

(a) IBM computers

(b)toys for children

(c)Nike sports shoes

(d) school textbooks

(e) a hair dressing salon

6.Suggest reasons why below the line promotion is increasing in popularity among marketers?

7.Advertising is what you pay for and publicity is what you pray for. Explain.

8.What do you think are strengths and weaknesses of the following promotion strategies?

(a) A manufacturer of a new type of disposable razor gives out thousands of free razors at a football match.

(b)A lifestyle magazine runs its lotery style promotion for 5 weeks in which first prize is $20 000 worth of furniture.

To boost sales,a computer manufacturer adverises the product on television.

Extension:Homework

Select an advertisement (print or TV)and discuss whether the advertisement creates unrealistic  expectations many consumers can never attain.

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Tuesday June 23rd.

1. Correct work from homework book.

2.Correct Tuesday’s work with students.

3.Task : Design a media release to advertise the opening of a new music store in your local area.Include the following details:

• name, telephone number and address of the store
• date of opening
• hours of business
• range of stock
• any opening special
• store logo

The media release is to be computer generated.

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Week 10 and 11 TASK : TELEVISION ADVERTISING

In groups of four’s , design a television advertisement to promote your school.Think about the scenario to be filmed, the dialogue, the overall message and the song /music that will accompany your advertisements.Think too about aspects of your school which might appeal to people in your local area.(Imagine that there is a high competition in the area between the schools to attract students into Year 7 and maintaining them throughout Year 12. A lot will depend on your advertisement about Parramatta Marist.)

1.Prepare your advertisement storyboard.Plan out the scenes to be filmed,the dialogue, overall message, music and song.

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Activities for Targeting Consumers:

1.Explain how market segmentation and target markets are linked?

2.What is the purpose of market segmentation?

3.Determine the target market for the following:

(a) Coca Cola

(b) Rolls Royce

(c) Levi Jeans

(d) Year 10 Maths textbook

(e) Business Review Weekly

4.Once the total market has been segmented, a business selects a target market.List the different ways a market maybe segmented.

5.Explain why having a clear understanding of the target market improves the success of a business’s promotion strategies?

6.Here are five different market segments:

(i) Young  married couple,no children.

(ii)Female teenager, part-time worker

(iii) Older single person, retired.

(iv)Younger single person, male working.

(v) Male teenager,full-time student

Listed below are ten products.Copy the list of products into your notebook and beside each of them, write the most appropriate market segment.

(a) Financial advice: ________________

(b)Ballet tickets: ___________________

(c) Bus Tour: ______________________

(d)Dolly Magazine: _________________

(e)Health Insurance:________________

(f)Sony MP 3:______________________

(g) Victa Lawnmower:_______________

(h) School textbook:________________

(i)Computer:______________________

(j)Furniture:______________________

7.Henry Ford’s famous promotion slogan was that the customer could have the car in any colour he or she wished,”as long as it was black’.This meant that customer wishes were not considered.Why is this approach to selling not appropriate today?

8.Outline the difference between the mass market and the niche market.Provide examples of both types of market.

INVESTIGATE:

In pairs, conduct a survey at school of 30 students to find out eg what type of food they eat at lunch etc.Present your results in the form of graphs according to Year group using wordproceesing and powerpoint.Provide a conclusion.