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The marketing mix

James Sanders
James Sanders

This document outlines the key topics and activities to be covered in a marketing class, including an introduction to the marketing mix and its four Ps (product, price, place, promotion). Students will analyze products and pricing strategies, explore distribution channels, and develop a promotional mix. They will also create a marketing mix for a selected product, targeting a specific customer group and justifying their choices. The lesson aims to help students understand and apply the key elements of developing an effective marketing strategy.

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The Marketing Mix Unit 3: Introduction to Marketing
Before we begin Phones off and in bags Get water before class Toilet breaks only in break time No one leaves the class
1. Pick one category of products 2. State which products cost the most/least? 3. Identify where are these products sold? If you finish then... 4. Explain how the cost/value of the products affected by the packaging, promotion and place of sale? Starter
Which is most expensive? Why?
Which is most expensive? Why?
Be able to develop a coherent marketing mix 1. State the 4Ps 2. Explain the objectives of developing MM 3. Explain the need for cohesion in MM 4. Explain use of benefits and features of products for customers 5. Select appropriate pricing strategies 6. Justify a chosen distribution channel 7. Develop a promotional mix for a chosen product Some people will be able to target a specific group of people and justify their reasons for choice
Product
Price
Place
Promotion
The marketing mix
Read your article & Explain which you think is better, Aldi or Waitrose? Why? Find 3 people who agree with you and create 10 reasons to shop at Waitrose/Aldi Present back to the group As a group which is the better and why? Daily Mail AOL Money BBC Express Guardian Guardian - Life and Style
The marketing mix
The marketing mix
Introduction (12 mins) 1. Explain the Marketing Mix concept 2. Describe the 4 Ps of marketing 3. Describe the extra Ps that make up the 7 Ps 4. Compare the 4 Cs of Marketing to the Ps of Marketing Extension Which is the most important and why?
Product (10 mins) 1. Define the terms; Product, Brand 2. Explain the term Unique Selling Point/Differentiation 3. Explain the term Adding Value 4. Explain the difference, for customers of features and benefits Extension Give examples for each term
Market Growth Market Share
Market Growth Market Share
Market Growth Market Share
Product Portfolios (15 mins) 1. Explain the term product portfolio/Boston Matrix a. Create one for your chosen business 2. Explain why this is important for a business/marketing 3. Describe the Product Life Cycle 4. Identify how this affects the Marketing Mix Extension Explain which is the best and why
Explain how price & demand are influenced by 1. Customers 2. Competitors 3. Costs 4. Raw materials 10 mins Extension Which element has the most influence, why?
Define the following terms: 1. Penetration Pricing 2. Price Skimming 3. Promotional Pricing 4. Destroyer Pricing 10 mins Extension Compare the pricing strategies and apply to a business of your choice
Identify the advantages and disadvantages of selling through: 1. Retailers 2. Wholesalers 3. Telesales and mail order 4. Internet selling and e commerce 12 mins Extension The internet is killing the high street Create an argument to say if you agree or disagree with this
Promotion (15 mins) Define and give examples and benefits of: 1. Sales promotions 2. Personal selling 3. Direct marketing 4. Advertising Extension For a chosen product justify your choice of a type of promotion
Aims and Objectives, can you..? 1. State the 4Ps 2. Explain the objectives of developing MM 3. Explain the need for cohesion in MM 4. Explain use of benefits and features of products for customers 5. Select appropriate pricing strategies 6. Justify a chosen distribution channel 7. Develop a promotional mix for a chosen product Target a specific group of people and justify their reasons for choice Develop a coherent marketing mix
Plenary Before we look at the assessment, ask one question based on todays session
Create a Marketing Mix for... 20 mins
Extension Select a target group for your product and justify your choice

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The marketing mix

  • 1. The Marketing Mix Unit 3: Introduction to Marketing
  • 2. Before we begin Phones off and in bags Get water before class Toilet breaks only in break time No one leaves the class
  • 3. 1. Pick one category of products 2. State which products cost the most/least? 3. Identify where are these products sold? If you finish then... 4. Explain how the cost/value of the products affected by the packaging, promotion and place of sale? Starter
  • 4. Which is most expensive? Why?
  • 5. Which is most expensive? Why?
  • 6. Be able to develop a coherent marketing mix 1. State the 4Ps 2. Explain the objectives of developing MM 3. Explain the need for cohesion in MM 4. Explain use of benefits and features of products for customers 5. Select appropriate pricing strategies 6. Justify a chosen distribution channel 7. Develop a promotional mix for a chosen product Some people will be able to target a specific group of people and justify their reasons for choice
  • 12. Read your article & Explain which you think is better, Aldi or Waitrose? Why? Find 3 people who agree with you and create 10 reasons to shop at Waitrose/Aldi Present back to the group As a group which is the better and why? Daily Mail AOL Money BBC Express Guardian Guardian - Life and Style
  • 15. Introduction (12 mins) 1. Explain the Marketing Mix concept 2. Describe the 4 Ps of marketing 3. Describe the extra Ps that make up the 7 Ps 4. Compare the 4 Cs of Marketing to the Ps of Marketing Extension Which is the most important and why?
  • 16. Product (10 mins) 1. Define the terms; Product, Brand 2. Explain the term Unique Selling Point/Differentiation 3. Explain the term Adding Value 4. Explain the difference, for customers of features and benefits Extension Give examples for each term
  • 20. Product Portfolios (15 mins) 1. Explain the term product portfolio/Boston Matrix a. Create one for your chosen business 2. Explain why this is important for a business/marketing 3. Describe the Product Life Cycle 4. Identify how this affects the Marketing Mix Extension Explain which is the best and why
  • 21. Explain how price & demand are influenced by 1. Customers 2. Competitors 3. Costs 4. Raw materials 10 mins Extension Which element has the most influence, why?
  • 22. Define the following terms: 1. Penetration Pricing 2. Price Skimming 3. Promotional Pricing 4. Destroyer Pricing 10 mins Extension Compare the pricing strategies and apply to a business of your choice
  • 23. Identify the advantages and disadvantages of selling through: 1. Retailers 2. Wholesalers 3. Telesales and mail order 4. Internet selling and e commerce 12 mins Extension The internet is killing the high street Create an argument to say if you agree or disagree with this
  • 24. Promotion (15 mins) Define and give examples and benefits of: 1. Sales promotions 2. Personal selling 3. Direct marketing 4. Advertising Extension For a chosen product justify your choice of a type of promotion
  • 25. Aims and Objectives, can you..? 1. State the 4Ps 2. Explain the objectives of developing MM 3. Explain the need for cohesion in MM 4. Explain use of benefits and features of products for customers 5. Select appropriate pricing strategies 6. Justify a chosen distribution channel 7. Develop a promotional mix for a chosen product Target a specific group of people and justify their reasons for choice Develop a coherent marketing mix
  • 26. Plenary Before we look at the assessment, ask one question based on todays session
  • 27. Create a Marketing Mix for... 20 mins
  • 28. Extension Select a target group for your product and justify your choice