graphic_org_ann1.1.pdf

(1)

Marketing Core Functions

MARKETING

AND

THE

MARKETING

CONCEPT

Graphic

Organizer

Directions:

Draw an umbrella to organize the marketing core functions.

S

ell

in

g

Marketing

_Infor

mation

Management

C

h

a

n

e

l

M

a

n

a

ge

m

e

n

t

Marketing

Planning

Pricing

Pr

od

uc

t/

Se

rv

ic

e

M

an

ag

em

en

t

Pr

o

m

o

tio

n

(2)

THE

IMPOR

TANCE

OF

MARKETING

Graphic

Organizer

Directions:

Draw the figure below

. As you read this section,write in the

benefits of marketing and list five utilities on the extended lines.

Benefits

of Marketing

Utility

Added

V

alue

For

m

Place

Possession

Infor

mation

New and

Impr

oved

Pr

oducts

Lower

Prices

Ti

m

e

(3)

FUNDAMENT

ALS

OF

MARKETING

Graphic Organizer

Directions:

Draw these two diagrams. In the first diagram, write four terms about the

concept of market. In the second diagram, write the four Ps of the marketing mix.

Market

Marketing

Mix

Pr

oduct

Market

Shar

e

Market

Segmentation

Ta

rget

Market

Consumer

Industrial

Market

Price

Pr

omotion

Place

(4)

MARKETING

PLANNING

Graphic Organizer

Directions:

Draw an outline to identify the steps of a marketing plan.

Elements of a Marketing Plan

I. Executive summary

_{II. Situation analysis}

III. IV

.

V. Evaluation and control

Implementation: Make the plan, work the plan

Mar

k

eting strategies

(5)

Mass Market Versus Market Segmentation

Ways to segment

1. Demographics

2. Geographics

3. Psychographics

4. Behavioral

Definition

Using a single

market-ing strategy to reach all

customers

Mass Market

Market Segmentation

MARKET SEGMENTATION

Graphic Organizer

Directions:

Draw and use this chart to list differences between mass

marketing and market segmentation.

(6)

WHA

T

IS

AN

ECONOMY

Graphic Organizer

Directions:

Create a diagram like the one below to record information about

market economies and command economies.

Market Economy

No gover

nment involvement in economic decisions

Both Market and

Command

Economies

Command Economy

Gover

nment makes economic decisions

(7)

UNDERST

ANDING

THE

ECONOMY

Graphic Organizer

Directions:

Draw a chart like the one below and use it to identify the key

economic measurements.

Labor

Pr

oductivity

Economic

Measur

ements

Standar

d

of Living

Inﬂation

Rate

Unemployment

Rate

Gr

oss Domestic

Pr

oduct

(8)

Inter

national

T

rade

INTERNA

TIONAL

TRADE

Graphic Organizer

Directions:

Draw a chart like the one below

to organize the key concepts related to

international trade.

Balance of T

rade

Positive Balance of T

rade

Negative Balance of T

rade

T

rade Deﬁcit

_T

rade Surplus

T

rade Barriers

Ta

ri

ff

Quotas

Embar

gos

T

rade Agr

eements

W

o

rld

T

rade Or

ganization

Nor

th American Fr

ee

T

rade Agr

eement

Eur

opean Union

(9)

THE

GLOBAL

MARKETPLACE

Graphic Organizer

Directions:

Create a chart like the one below to list factors that affect

international business.

Inter

national Business

Global Envir

onment

Market Strategies

Impor

ting

Expor

ting

Licensing

Contract Manufacturing

Joint

V

entur

es

Political Factors

T

rade Regulations and Laws

Economic Factors

Socio-cultural Factors

Technological Factors

Globalization

Adaptation

_{Customization}

(10)

MARKET

-ORIENTED

ECONOMIC

SYSTEMS

Graphic Organizer

Directions:

Use a chart like the one below to take notes about the characteristics

of a free enterprise system.

Ownership

Fr

eedoms

Business Ownership

Intellectual Pr

oper

ty Rights

Competition

Risk

Pr

oﬁt

Price and Non-price Competition

Monopolies

Potential for loss or Futur

e

(11)

BUSINESS

OPPOR

TUNITIES

Graphic Organizer

Directions:

Draw a chart like the one below

to classify businesses functions.

Types of Business

Lar

ge

V

e

rsus Small

Industr

y & Markets

Domestic vs. Global

Purpose

For pr

oﬁt vs. Non-pr

oﬁt Or

ganizations

Public vs. Private

NAICS

Consumer

, Industrial and Ser

vice Markets

Size and Scope

(12)

GO

VERNMENT

AND

LA

WS

Graphic Organizer

Directions:

Draw a chart like the one below for taking notes about the U.S.

government and its role in the free enterprise system.

Regulator

Gover

nmental

Roles

Ser

vice Pr

ovider

Business Suppor

ter

Monitor of

_{our Economy}

Enfor

cer of Fr

ee

Enterprise System

(13)

SOCIAL

RESPONSIBILITY

AND

ETHICS

Graphic Organizer

Directions:

Draw an outline of the concept of social responsibility

,

ethics in business, and the gtuidelines for ethical behavior

.

Business and

Social Responsibility

In the W

orkplace

In the Envir

onment

In the Marketplace

In the Community

(14)

MA

TH FUNDAMENT

ALS

Graphic Organizer

Directions:

Draw this chart to write down examples of rounding from three

decimal places to the nearest tenth, converting a fraction to a decimal, and

calculating the area of a rectangular room.

Rounding from three

decimal places to the

nearest tenth

Con

ver

ting a

fraction to a decimal

Calculating the area

of a rectangular

room

4.888

4.9

1 ⁄

10

1

10 .10

1 ⁄

4

1

4 .25

1 ⁄

5

1

5 .20

A

l

W

A

l

W

6.777

6.8 A

l

W

5.666

5.7

ved.

(15)

INTERPRETING NUMBERS

Graphic Organizer

Directions:

Draw this chart to write an example of calculating tax on a sale,

estimating a gratuity

, and illustrating or comparing data.

Calculating T

ax on a Sale

Estimating for a

Gratuity

A Simple Char

t or

Graph to Illustrate

and Compare Data

Bar Graphs

Line Graphs

Circle Graphs

Round to nearest

whole dollar amount

e.g

.,

$93.58 t

o

$100.00

15% gr

atuit

y is $15.00

number

decimal

equivalent of

percentage

ved.

(16)

DEFINING COMMUNICA

TION

Graphic Organizer

Directions:

Draw this chart to take notes about the listening process.

The Listening Pr

ocess

Listening

Message

Things that Help the Pr

ocess

Things that Stop the Pr

ocess

ved.

(17)

Tips for Effective Communication

ELEMENTS OF SPEECH AND WRITING

Graphic Organizer

Directions:

Draw this chart to write speaking tips in one circle and writing tips

in the other circle.

Effective

Speaking

Inform

Persuade

Enter tain

Speaking

Writing

Know the

purpose

Formal

Structure

Organization

Effective

Writing

Know your

audience

Know your

purpose

Know your

subject

(18)

COMPUTER APPLICA

TIONS

Graphic Organizer

Directions:

Draw a chart such as this to note the eight types of software

discussed in this section.

Computer Pr

ogram

1. W

o

rd

pr

ocessing

pr

ogram

2. Database

pr

ograms

3. Spr

eadsheet

pr

ograms

4. Desktop publishing pr

ograms

5. Graphics and design pr

ograms

6. Pr

esentation

softwar

e

7. W

e

b editing pr

ograms

8. Communications

pr

ogram

Uses

1. Letters and memos

2. Stor

e and or

ganize infor

mation

3. Or

ganize, calculate, analyze numerical

data

4. Edit and manipulate text and graphics

5. Cr

eates and modiﬁ

es drawings,

de-signs, and photographs

6. Slide shows, multi-media, interactive

7. Enable people to cr

eate W

eb pages

8. Communicate with others electr

oni-cally thr

ough computer

s

ved.

(19)

COMPUTER TECHNOLOGY AND MARKETING

Graphic Organizer

Directions:

Draw a chart like this one, and write in the five types of specialized

computer technology that marketers use.

Computer T

echnology

for M

arketing

Point-of-Sale

_{(POS) System}

E-Commer

ce

E-Mail

_{Interactive TV}

Touch Scr

een

Computers

and Computerized

Salespeople

ved.

(20)

PERSONAL STRENGTHS AND INTERPERSONAL SKILLS

Graphic Organizer

Directions:

Draw this chart to list personality traits and interpersonal skills.

P

e

rsonal T

raits

Self e

ste

em

Pos

itive A

ttitude

Self C

ontr

ol

Eth

ics

Hone

sty

Respect

Fair

ness

Em

path

y

Friendliness,

cour

tesy

,

tact

ved.

(21)

WORKING TOGETHER: LEADERSHIP AND TEAMWORK

_{Graphic Organizer}

Directions:

Draw this chart to write in six aspects of good teamwork.

Training

T

e

amwork

Delegation/Agr

eements

Valuable T

eam Member

Tea

m

P

la

nn

in

g

Te

a

m

G

o

als

S

h

ar

e

R

e

sp

on

sib

ility

L

e

ad

ers

h

ip

ved.

(22)

Horizontal

Vertical

Horizontal

or

Vertical

MANAGEMENT STRUCTURES

Graphic Organizer

Directions:

Draw this chart to take notes on the types of business organization.

Teams

Organization

by Process

Top

Management

Middle

Management

Supervisory-level

Management

Horizontal or Vertical?

ved.

(23)

MANAGEMENT FUNCTIONS

Graphic Organizer

Directions:

Draw this chart to write in management functions and techniques.

Management

Basic Functions

Management T

echniques

1. Planning 2.

Or

ganizing 3.

Contr

olling

1. Give

clear

dir

ections

2. Be

consistent

3. T

reat employees fairly

4. Be ﬁ

r

m

when necessar

y

5. Set

good

examples

6. Delegate

responsibility

7. Foster

teamwork

8. Be

ethical

ved.

(24)

WHA

T IS SELLING?

Graphic Organizer

Directions:

Draw this chart to record important information about

selling situations and customers’ decision making.

Selling Points

Featur

es

Personal Selling

Retail selling

Business-to-

Business

_Te

lemarketing

Extensive

Limited

Customer

Motives

Customer

Decision Making

Customer

Beneﬁ

ts

Rational

_Emotional

(25)

GETTING READY TO SELL

Graphic Organizer

Directions:

Draw this chart to take notes about sources of product,

industry information, and methods of prospect

ing.

Pr

oduct

Infor

mation

Company

Policies

Pr

e-appr

oach

Retail

_Selling

Business-to-

Business

Pr

ospecting

Refer

rals

(26)

THE SALES PROCESS

Graphic Organizer

Directions:

Draw this chart to identify the steps of a sale.

B2B

Selling

B2B and

Retail

_Selling

1. Appr

oach the

Customer

2. Deter

mine

Needs

3. Pr

esent the

Pr

oduct

4. Over

come

Objections

5. Closing

the

Sale

6. Suggestion

Selling

7. Relationship

Ser

vice Appr

oach

Gr

eeting Appr

oach

Mer

chandise

Appr

oach

Pr

eappr

oach

Set Up Appointment

(27)

DETERMINING NEEDS IN SALES

Graphic Organizer

Directions:

Draw this chart to review when and how to dete

rmine

needs in the sales process.

Det

ermining

Need

s

How

When

Early

Obser

ving

Listening

Questioning

(28)

PRODUCT PRESENT

ATION

Graphic Organizer

Directions:

Draw this chart to take notes on how to create an effective

product presentation.

P

roduct

P

resention

S

h

ow a

n

d T

e

ll

Ma

k

e

It

Come

Al

iv

e

Demonstrate

Display and

Handle product

Sales Aids

Involve the

Customer

(29)

OBJECTIONS

Graphic Organizer

Directions:

Draw this chart to take notes about ways to handle

objections.

Four-Step Process

_{Specialized Methods}

1. Listen Carefully

2. Acknowledge the Objections

3. Restate the Objections

Substitution

Demonstration Third Party

Boomerang

Question

Superior-point Denial

4. Answer the Objections

(30)

HO

W TO CLOSE A SALE

Graphic Organizer

Directions:

Draw this chart to identify information you need to know

in order to close a sale.

Timing

Buying signals

Tr

ial close

Standing-Room-Only close

Ser

vice close

Direct close

Which close

Closing the Sale

(31)

Up-selling

Cr

oss-selling

Special sales oppor

tunities

After sale activity

Customer r

elationship

management

Maintaining and

Building a Clientele

Benefits

Rules

Suggestion Selling

Methods

CUSTOMER SA

TISF

ACTION AND RETENTION

Graphic Organizer

Directions:

Draw this chart to summarize key points for suggestion

selling, and for building a clientele.

(32)

SALES TRANSACTIONS

Graphic Organizer

Directions:

Draw this chart to list six types of retail sales t

ransactions.

T

ypes of Retail Sales T

ransactions

1. Cash

or

Check

4. Layaway

2. Debit

Car

d

5. On-Appr

oval

3. Cr

edit

Car

d

6. Cash-on-Deliver

y

(33)

CASH REGISTERS

Graphic Organizer

Directions:

Draw this chart to list three methods of entering

information into an electronic cash register and three safeguards

against theft.

Methods of Entering Infor

mation

Electr

onic Cash Registers

Safeguar

ds Against Theft/Counter

feiting

1. Optical Scanning

1. Always close cash drawer

between transactions

2. Electr

onic W

and Entr

y

2. Ignor

e inter

ruptions

3. Manuel Key Entr

y

3. Be familiar with

U.S. cur

rency

(34)

PURCHASE ORDERS, INVOICES, AND SHIPPING

Graphic Organizer

Directions:

Draw this chart to list the six types of information needed to

complete a purchase order or invoice.

Information Needed

Purchase

Order

Invoice

1. Item Number

1. Itemized List of Goods

2. Quantity

2. Prices

3. Description

3. Terms of Sale

4. Unit

4. Total

5. Unit Cost

5. Taxes and Fees

6. Total

6. Amount

(35)

Promotional Mix

1. P

ersonal Selling

2. Adver

tising

3. Direct Marketing

4. Sales Promotion

5. Public Relations

1. Sales representatives

2. P

a

y to promot

e ideas, billboards

3. T

arget

ed group of prospects, e-mail

4. Coupons, product samples

5. Influence opinion, creat

e favorable

public image, donations

PROMO

TION AND PROMO

TIONAL MIX

Graphic Organizer

Directions:

Draw this chart and write in the five elements of the

promotional mix.

(36)

Tr

ade Promotions

Sales Promotions

Consumer Promotions

Promotional allowan

ces

Cooperative adver

tising

Slotting allowances

Sales force promotions

Tr

ade shows and conventions

Coupons

Premium deals

Incentives

Product samples

Sponsorships

Promotional tie-ins

Product placement

Loyalty marketing prog

rams

P

o

int-of-purchase displays

TYPES OF PROMO

TION

Graphic Organizer

Directions:

Draw this chart to list examples for each type of sales promotion.

(37)

Stor

efr

ont

Elements of

isual

Mer

chandising

Stor

e Layout

Stor

e Interior

signs

mar

quee

entrances

window displays

selling space

storage space

personnel space

customer space

DISPLA

Y FEA

TURES

Graphic Organizer

Directions:

Draw this chart for taking notes on the

basics of merchandising

and display

.

(38)

Step 1

Select Mer

chan-dise for Display

Step 2

Select Display

Step 3

Choose Setting

Step 4

Manipulating

Ar

tistic Elements

Step 5

Evaluating

Complete Displays

AR

TISTIC DESIGN

Graphic Organizer

Directions:

Draw this chart to identify the key steps of creating a display

.

(39)

ADVER

TISING MEDIA

Graphic Organizer

Directions:

Drawt his chart to organize your notes about the types of media

used for advertising.

1. Print

T

y

pes of Media

4. Specialty

3. Online

2. Br

oadcast

(40)

Media

How Rates Are Determined

Newspaper

• classiﬁ ed ad

• display ad

Magazine

• bleed

• black and white

• color

• premium position

• discounts

Online

Radio

• network

• national spot

• local

T. .

• prime time

• day

• late fringe

• overnight

MEDIA MEASUREMENT AND RATES

Graphic Organizer

Directions:

Draw this chart to take notes about media rates.

pay by the word or line of type

pay by column inch (r

inches

columns)

no white border 15% rate increase

cheapest

more expensive

ad placement

same ads several times a year

var y depending on volume of monthly

page views

all afﬁ liated stations

geographical area

rates higher during early morning

7–10

P

.

M

most expensive

9 A

.

M

. – 4

P

.

M

.

10:30

P

.

M

. – 1

A

.

M

.

1 A

.

M

. – 5

A

.

M

.

(41)

ESSENTIAL ELEMENTS OF ADVER

TISING

Graphic Organizer

Directions:

Draw this chart to take notes about the components of a print ad.

1. Headline

4. Signature

3. Illustration

2. Copy

Ad Components

(42)

Tips for Developing Effective Ad Layouts

1. Leave white (unused) space.

2. Make illustrations large enough to grab attention.

3. Use focal point and lines of force to guide the reader.

4. Color is more realistic and visually appealing.

5. Employ type faces and type sizes that are distinctive and

appropriate.

ADVERTISING LAYOUT

Graphic Organizer

Directions:

Draw this chart to take notes on the principles of ad design.

(43)

Industrial

Pr

oducts

to

A

.

Manufact

urer

C

o

nsumer

Industrial Users

B. M

a

nuf

a

c

turer

/Producer

to

R

e

ta

iler

B. M

a

nu

fa

c

turer

/Producer

to

C

o

nsumer

D

i

C

. Manufact

urer

/Producer t

o

Wholes

aler

C

. M

anu

fact

urer

to

Ret

ailer

to

C

o

nsumer

to

Indu

strial Di

Us

e

rs

D

. Manufact

urer

/Producer t

o

A

g

ents

D

. Manufact

urer

/Producer

to

Wholes

aler

to

Ret

ailer

to

Indu

strial

U

s

er

s

C

o

nsumer

E. Manufact

urer

/Producer

to

A

g

ents

to

Ret

ailer

to

C

o

nsumer

Consumer Pr

oducts

A

. Manufact

urer

/Producer Directly

to

Industrial

stributors to Industrial

U

s

er

s

s/Producer

s t

o

A

g

ents

stributors to Industrial

to

A

g

ents

DISTRIBUTION

Graphic Organizer

Directions:

Draw this chart to write in the routes taken in this section

to distribute products to consumers (A–E) and to industrial users (A–D).

(44)

Multiple Channels

For

eign Markets

Distribution Intensit

Legal and Ethical

Contr

ol/Costs

Distribution

Planning

DISTRIBUTION PLANNING

Graphic Organizer

Directions:

Draw this chart to note the main components of distribution

planning.

(45)

Many types of car

riers

We

ather can slow or stop

transpor

tation

Air Car

go Ser

vices

Pipelines

Ra

ilro

ad

s

Trucking

Sa

fes

t m

od

_e

of

tra

ns

_po

rta

tio

_n

La

ck

of

fle

xib

ilit

_y

Marine shipping

Transportation

Modes

Minimal product damage or theft

leaks cause extensive environmental damage

C

h

e

a

p

e

s

t

fo

rm

o

f

fr

e

ig

h

t

tr

_a

n

s

p

o

rt

a

tio

n

S

lo

w

e

s

t

fo

rm

o

f

tr

a

n

s

p

o

rt

a

tio

n

Fast de

livery tim

es

Most expe

nsive

form

_{of trans}

portation

TRANSPORTATION SYSTEM AND SERVICES

Graphic Organizer

Directions:

Draw this chart to list the advantages and disadvantages of each type

of transportation system.

(46)

Private W

a

rehouse

1. Meet owners’ specific

needs

2. Temperatur

e contr

olled

envir

onment

3. House other par

ts of

business

operations

Public W

a

rehouse

1. Rent space

2. Shipment consolidation

3. Receiving

4. Unloading

5. Or

der filling

6. T

ruck ter

minal ser

vices

Stor

es

pr

oducts

until needed

INVENTOR

Y STORAGE

Graphic Organizer

Directions:

Draw this chart to take notes about various types of warehouses.

(47)

Notes

Purchasing manager's key function is to buy goods

and ser vices for use in business.

Purchasing managers are responsible for Material

Requirement Planning (MRP).

Time lines and deliver y of all supplies must be

fol-lowed to maintain master production schedule.

The person responsible is called a buyer.

They purchase goods for resale, forecast

custom-ers needs, and buy necessar y products.

BOM: beginning of month inventory

EOM: end of month inventory

Federal, state, and local agencies are responsible

for purchasing goods and ser vices for speciﬁc

markets.

FAA, depar tments of sanitation, and public

librar-ies are examples.

Government represents one of the largest single

markets for retail goods and ser vices.

Nonproﬁt organizations include hospitals, schools,

colleges, churches, and foundations.

They do not compete in the business world the

same way that retailers and wholesalers do.

Market

Industrial

Resellers

Government

Institutional

THE ROLE OF THE BUYER

Graphic Organizer

Directions:

Use a chart like the one below to write two or three sentences

describing each of the following: industrial market, resellers market, government

market, and institutional market.

(48)

THE PURCHASING FUNCTION

Graphic Organizer

Directions:

Draw this chart to write in three types of purchase situations and

four criteria for selecting suppliers.

Buying

Purchas

e

Situations

Criteria for

Selecting

Suppliers

Ne

w-t

as

k p

urc

ha

se

Mo

dif

ied

R

eb

uy

St

rai

gh

t R

eb

uy

Pr

od

uc

tio

n c

ap

ab

ilit

ies

Pa

st

Ex

pe

rie

nc

es

Sp

ec

ial

Bu

yin

g A

rra

ng

em

en

ts

Sp

ec

ial

Se

rvi

ce

s

(49)

Receiving Merchandise

Checking Merchandise

Transferring Merchandise

Marketing Merchandise

THE STOCK HANDLING PROCESS

Graphic Organizer

Directions:

Draw this chart to identify key steps in the stock handling process.

(50)

Physical Inventor

y

Perpetual Inventor

y

Inventor

y Systems

Manual Systems

Computer-Based

Systems

Physical

_Inventor

y

Cycle

_Count

Visual

_Contr

ol

INVENTOR

Y CONTROL

Graphic Organizer

Directions:

Draw this chart to write in three types of purchase situations and

four criteria for selecting suppliers.

(51)

PRICE PLANNING CONSIDERATIONS

Graphic Organizer

Directions:

Draw this chart to take notes about the scope and significance of

pricing, and the major goals of pricing.

Importance of price – factor in

success or failure of businesses

Scope and Significance

Goals

Price – value of money placed on

a good or service

Relationship of product value –

value customer places on an item

or service

Various forms of price – loans,

rent, tolls, bus fares

Earning a Profit

Return on investment – relative

profitability of a product

Gaining Market share – firm’s

precentage of total sales

generated by all competitors

Meeting the competition – follow

industry leader or calculate

average price

(52)

ved.

FACTORS INVOLVED IN PRICE PLANNING

Graphic Organizer

Directions:

Draw the chart below. As you read this section, note each step of the

pricing process and its consequence. Use these notes to review before a test.

Factors that Affect Price

Consequences

Costs and Expenses

_{Determine company’s profits}

Supply and Demand

Consumer Perceptions

Competition

Legal and Ethical

Considerations

Price Advertising

Elastic demand or inelastic

demand

Relationship between price

and quality

Lower price when target market

is price conscious; nonprice

competition such as prizes

Laws that control prices in regards

to price fixing, price discrimination,

unit pricing

(53)

Deter

mining

the base price

Cost-Oriented Pricing

Markup Pricing

Cost-Plus Pricing

Demand-Oriented Pricing

Competition-Oriented Pricing

BASIC PRICING POLICIES

Graphic Organizer

Directions:

Draw this chart to take notes about the pricing policies that can

affect the base price for a product.

(54)

ved.

Price Adjustment Strategies

1. Product mix strategies

a. Price lining

b. Optional product

c. Captive product

d. By-product

2. Segmented Pricing Strategies

a. Buyer identiﬁ cation

b. Product design

c. Purchase location

d. Time of purchase

STRATEGIES IN THE PRICING PROCESS

Graphic Organizer

(55)

CALCULATING PRICES

Graphic Organizer

Directions:

Draw this chart to insert the formula for calculating a retail price in

the middle circle. Use outside circles to record other formulas.

Markup (MU)($)

Basic Pricing Formula

Cost (C)

markup (MU)

retail price (RP)

RP

MU (%)

Markup (MU)($)

C

MU (%)

on cost

C

MU(%)

MU($)

RP(%)

MU(%)

C(%)

SP

C

MM($)

RP

MD(%)

MD($)

RP

MD($)

SP

(56)

ved.

CALCULATING DISCOUNTS

Graphic Organizer

Directions:

Draw this chart to record procedures for calculating discounts and

the net amount payable. Also note examples of discounts.

Employee

Discounts

Discount

Formulas

Discounts

Trade Discounts

Quantity Discounts

Promotional Discounts

Seasonal Discounts

P

D (%)

D($)

(57)

Who?

• Company’s staf

f, in-house

r

esear

ch depar

tments

• Outside r

esear

ch companies

• T

rade associations

• Nonpr

ofit or

ganizations

Why?

• Deter

mine consumers’ attitudes

and pr

efer

ences

• T

est pr

oduct featur

es

• Deter

mine market size and gr

owth

potential

• Lear

n about competition

• Understand company’s image

How?

• Marketing infor

mation systems

• Database marketing

Marketing

Resear

ch

What?

• Customer pr

ofile data

• Company r

esults

• Competitive r

esults

• Gover

nment data

MARKETING

INFORMA

TION

SYSTEMS

Graphic Organizer

Directions:

Draw this chart for taking notes about the main concepts

for marketing research.

(58)

Quantitative Resear

ch

1. Sur

veys

2. Questionnair

es

Qualitative Resear

ch

1. Attitude Resear

ch

2. Opinion Resear

ch

Quantitative

and

Qualitative

Resear

ch

1. Media r

esear

ch

2. Pr

oduct

re

sear

ch

3. Market intelligence

4. For

ecasting

TYPES,

TRENDS,

AND

LIMIT

AT

IONS

OF

MARKETING

Graphic

Organizer

Directions:

Draw this chart to note the differences between quantitative and

qualitative research.

(59)

Step 1: Define the Problem

Step 2: Obtaining Data

Step 3: Analyzing Data

Step 4: Recommending Solutions

Step 5: Applying the Results

THE MARKETING RESEARCH PROCESS

Graphic Organizer

Directions:

Draw this chart to record the steps for conducting marketing research.

(60)

Conducting

marketing

research

Writing Questions

1. Open-minded

2. Forced-Choice

a. two-choice

b. multiple choice

c. rating scales

d. level of agreement

Guidelines for

Writing Questions

Formatting

Administration

In-person sur veys

Incentives

THE MARKETING SURVEY

Graphic Organizer

Directions:

Draw this chart to outline this section by listing headings, subheadings,

and key concepts.

(61)

New Pr

oduct Development

Step 1

Generate Ideas

Step 2

Scr

eening Ideas

Step 3

Developing a

Business Pr

oposal

Step 4

Developing

the Pr

oduct

Step 5

Te

sting the Pr

oduct

with Consumers

Step 6

Intr

oducing

the Pr

oduct

(Commer

cialization)

Step 7

Evaluating Customer

Acceptance

PRODUCT PLANNING, MIX, AND DEVELOPMENT

Graphic Organizer

Directions:

Draw this chart to write in the seven key steps in product

development.

ved.

(62)

Stages Sales

Characteristics

Marketing

Strategies

Intr

oduction

Least

pr

ofitable

Draw

customers’

attention

to

the

new

pr

oduct

Incr

ease

pr

oduct

awar

eness

Gr

owth Intr

oduce

new

models

or

Most of the tar

get market

modify pr

oduct to of

fer mor

e

knows about pr

oduct

than the competition

Consumer satisfaction

Maturity

Sales level of

f or slow down

Company spends mor

e of its

marketing

dollars

fighting

of

f

competition

Decline

Sales fall

Management decides how

long

it

will

continue

to

suppor

t

the

pr

oduct

SUST

AINING PRODUCT SALES

Graphic Organizer

Directions:

Draw this chart to record each stage in the product life cycle gand to

list sales characteristics and marketing strateg

ies.

(63)

P

roduc

t

Example

Ta

rget Marke

t

Branding

Characteristics

B

ra

n

d

N

a

m

e

T

rade Nam

e

Tr

a

d

e

N

a

m

e

Brand Mark and T

rade Cha

racter

BRANDING ELEMENTS AND STRA

TEGIES

Graphic Organizer

Directions:

Draw this chart to take notes on the branding process.

(64)

Functions

of

Packaging

P r omoting the pr oduc t

Defining the pr oduct identity

P roviding information

Expressing customer needs

Ensuring safe use

Protecting the product

PACKAGING AND LABELING

Graphic Organizer

Directions:

Draw this chart to take notes about the functions of packaging.

(65)

Warranties

Express

Warranties

Implied

Warranties

Full Warranty

Limited Warranty

Warranty of Merchantability

Warranty of Fitness

WARRANTIES

Graphic Organizer

Directions:

Draw this chart to take notes about extended features and

warranties.

(66)

Legislation

Affecting Credit

Business

Credit

Types of

Accounts

R

e

gu

la

r

In

sta

llm

e

n

t a

cc

o

u

n

ts

R

e

vo

lv

in

g a

cc

o

u

n

ts

Bud

get a

ccoun

ts

Consumer

Credit

B

a

n

k

cr

e

d

it

c

a

rd

s

Tr

a

ve

l

a

n

d

e

n

te

rt

a

in

m

e

n

t

ca

rd

s

A

ff

in

it

y

ca

rd

s

S

p

e

ci

a

l

cu

st

o

m

e

r

ca

rd

s

S

to

re

a

n

d

g

a

s

c

re

d

it

c

a

rd

s

R

e

b

a

te

c

a

rd

s

S

e

cu

re

d

a

n

d

u

n

se

cu

re

d

l

o

a

n

s

Debit car

ds

CREDIT

Graphic Organizer

Directions:

Draw this chart to take notes about the features of credit.

(67)

Disadvantages

Advantages

1. High Level of Str

ess

2. Risk of Failur

e

Economic

_Impor

tance

1. Major Contributions

to economy

2. Contributions ar

e r

emarkable

(i.e. Henr

y For

d’s mass pr

oductio

n

of automobiles)

1. Personal Fr

eedom

2. Personal Satisfaction

Entr

epr

eneurship

ENTREPRENEURSHIP

Graphic Organizer

Directions:

Draw this chart to list the characteristics of entrepre

neurship.

(68)

Pur

chase an Existing

Non franchise Business

Ta

ke Over the

Family Business

Pur

chase a

Franchise Business

Star

t a

New Business

W

ays to

Own a

Business

LOGISTICS OF BUSINESS O

WNERSHIP

Graphic Organizer

Directions:

Draw this chart to write down the steps to establish a new business.

(69)

Economic

Human

Natural

Risk

Management

RISK MANAGEMENT FOR BUSINESS

Graphic Organizer

Directions:

Draw this chart to note the main kinds of risks and examples.

(70)

Methods of

Handling Risk

Risk Prevention

and Control

Risk Avoidance

Risk Transfer

Risk Retention

HANDLING BUSINESS RISKS

Graphic Organizer

Directions:

Draw this chart and fill in the boxes with different methods of

handling risk.

(71)

Description and Analysis

_{Business Philosophy}

and Products

Self Analysis

Trading Area Analysis

Market Segment Analysis

THE BUSINESS PLAN

Graphic Organizer

Directions:

Draw this chart to identify elements in the first component of a

business plan.

(72)

Business

Plan

Or

ganizational

Plan

Pricing Policies

Pr

omotional Activities

Marketing Plan

Financial Plan

Types of Ownership

Steps in Establishing Y

our Business

Staf

fing

Sour

ces of Capital

Equity Capital

Debt Capital

THE MARKETING AND FINANCIAL PLANS

Graphic Organizer

Directions:

Draw this chart to describe three business plan components

discussed in this section.

(73)

Organized Financing

1. Prepare ﬁ nancial documents.

2. Assets

3. Debts

4. Personal net worth

PREPARING FINANCIAL DOCUMENTS

Graphic Organizer

Directions:

Draw this chart to outline the steps in the preparation of a financial

statement.

(74)

Organized Financing (continued)

1. Prepare an income statement.

2. Estimate total sales.

3. Calculate net sales.

4. Cost of goods sold

5. Gross proﬁ t

6. Business expenses

FINANCIAL ASPECT OF A BUSINESS PLAN

Graphic Organizer

Directions:

Draw an outline that lists key information about financial

documents.

(75)

The Self-Assessment Process

What do I do well?

What do I believe?

What intrests me?

What am I like?

Where do I work?

Do I like working with others?

DEFINE GOALS

Graphic Organizer

Directions:

Draw this chart to note key aspects of the six steps in

the self-assessment process.

(76)

Questions About a Marketing Career

1. Oppor tunity to make above-average income

2. Are there many jobs available

3. Greatest diversity of career opportunities

CAREERS IN MARKETING

Graphic Organizer

Directions:

Draw this chart to write in the benefits, trends, and

job levels of marketing careers.

(77)

g

ni

kr

o

wt

e

N

n

a

r

e

p

a

p

s

w

e

Nd

s

d

A

e

ni

_z

a

g

a

M

S

ea

crg

ni

h

r

_et

nI

e

htn

e

t

s

ei

c

n

e

g

A

t

n

e

my

ol

p

m

E

y

n

a

p

m

o

C

f

O

l

e

n

o

sr

e

Ps

e

cif

n

oi

t

a

c

u

d

E

e

vi

t

ar

e

p

o

C

and

o

We

c

n

ei

r

e

p

x

E

kr

P

r

s

m

ar

g

o

Sour

f

o

s

e

c

s

d

a

e

L

b

oJ

FINDING

A

JOB

Graphic Organizer

Directions:

Draw this chart to write in seven types of sources

of job leads.

(78)

1. Get a work permit.

2. Fill out an application.

3. Write a cover letter.

4. Prepare a résumé.

5. Prepare for an interview.

APPLYING FOR A JOB

Graphic Organizer

Draw this chart to list ideas about how you would apply for a job.