Course Binder: Marketing - Mr. George Academics
Course Binder:
Marketing
“Learn to work efficiently (without waste) and effectively (getting results) in your life. Focus your effort and commit to doing the best that you can do. Your effort and commitment will bring you success and achievement.”
Teacher: Mr. George
sgeorge@
781-741-1560 x2700
Student Name:
There will be two writing assignments for this course. Article and due dates will be assigned.
Rubric (pg 6) for writing assignment(pg 5) is in this binder.
Course: Marketing
Instructor: Mr. George
Course Description:
This course offers a comprehensive overview of the field of marketing from a domestic and international viewpoint. Marketing analysis and segmentation, market research, types of consumers, 4Ps of marketing, advertising, selling, and careers in marketing are among the wide range of topics that will be discussed. Different aspects of advertising will be researched and evaluated that will include television, radio, print media, and the Internet. The emerging role that information technology plays within marketing will also be covered. Students will be required to “think critically” and draw conclusions based on different marketing situations.
What do I need for this course?
❑ A notebook and a writing tool (pen/pencil) to be brought to each class.
Will there be homework in this course?
❑ There will be occasional homework that will involve reading and writing assignments.
Course Objectives:
Students participating in this course will demonstrate understanding by being able to identify and communicate:
• The components that make up the marketing function
• The important role that marketing plays for domestic and global businesses
• The important role that marketing plays for small and large businesses
Students participating in this course will acquire and develop:
• An understanding of basic marketing concepts
• An awareness of marketing activities that touch their daily lives
• Communication skills that are required in a business environment
• Cooperative learning skills by working together in groups to solve problems
Importance of Class Participation:
It is important that you participate as an attentive listener and speaker. There will be many opportunities for you to contribute to class discussions. I hope that you take advantage of this opportunity.
Evaluation Overview: Grading Overview:
|40% - Third Term | |20% - Class/Group Participation |
|40% - Fourth Term | |30% - Quizzes |
|20% - Final Exam | |10% - Tests |
| | |40% - Projects, Assignments & Papers |
--Subject to Change at Teacher’s Discretion--
Classroom Expectations:
These expectations are similar to what is expected in a workplace setting.
Students are expected to:
• “Be nice.”
• Develop good listening skills. Students will learn from him and from each other.
• Act respectfully towards him and each other. Put downs, teasing and swearing are not allowed.
• Express tolerance. Each student learns differently. Learn to value other students for their differences. The world and our class would be boring if we were all the same.
• Work cooperatively as part of a team.
• Be cordial to each other by saying “Please”, “Thank you”, and “You’re Welcome”.
• Come to class on time, prepared and organized for each class. It is suggested to use an agenda book or some other method of managing classroom responsibilities.
• Stay on task. Stay focused on classroom goals. Manage your time. The result will be high-quality work. (A potential employer’s dream)
Students should expect the teacher to:
• “Be nice.”
• Create a positive learning environment that is entertaining and academically challenging.
• Act respectfully in the classroom.
• Be reasonable and fair.
• Communicate progress or concerns.
• Be prepared for each class.
Weekly Rubric – Demonstrating Respect
| |Beginning – 0 pts |Developing –18 pts |Focused –24 pts |Exemplary –30 pts |
|Demonstrates Respect |Poor behavior. Disruptive |Classroom behavior needs to be|Classroom behavior |Classroom behavior was |
|for Others |to other students. Lack of|improved. Needs to act in a |was acceptable. Acts |superior, professional, and |
| |respect is demonstrated in|more respectful way in the |respectful in the |a model of how the teacher |
| |the classroom. Comments |classroom. Needs to |classroom on most |would like students to |
| |show a lack of respect and|continually be spoken to |occasions. |behave. Demonstrates |
| |courtesy. |regarding behavior or | |self-respect and respect for|
| | |attitude. Demonstrates | |others at all times. |
| | |inability to pay attention | | |
| | |when others are speaking. | | |
| | | | | |
| | | | | |
| | |30 PTS | |50 PTS |
| | | |40 PTS | |
| |0 PTS | | | |
Various Classroom Activities:
|Works Independently and|Unable or unwillingly to|Needs improvement in the |Works independently or |Works independently or |
|Cooperatively |work independently or |area of working |cooperatively with others |cooperatively with others |
| |cooperatively with |independently or |most of the time. Able to |all of the time. Able to |
| |others. Unable to stay |cooperatively with others. |accomplish most assigned |accomplish all assigned |
| |on task. |Able to accomplish few |tasks. Stays on task most|tasks. Stays on task all |
| | |assigned tasks. Has a |of the time. |of the time. Engaged and a |
| | |difficult time staying on | |productive member of class.|
| | |task. | | |
| | | | | |
| | | | | |
| | |30 PTS |40 PTS |50 PTS |
| |0 PTS | | | |
Reflective Writing Assignment
Read the assigned article and reflect on its content and the impact it had on you. Reflecting on the article will ensure that you are learning from reading it. Submit your paper on time and adhere to deadlines.
• You are going to TYPE (handwritten papers will be returned to you) a well-thought and organized 400-word paper. Your paper will not exceed 550 words. Your thoughts should use an organized paragraph structure, sentence structure with proper grammar and spelling – and follow MLA format.
• Format of paper: double-space, times new roman 12-pt, 1” margins on all sides, indent first line of each paragraph .5 inches, header that contains your last name and numbers all pages consecutively in upper right corner, no title page, upper left-corner of the first page list your name, your teacher’s name, the course, and the date. Center title. Write the title in Title Case.
• Type # of words in the footer section of your document
• Content of paper
o Introduce what you’re going to say
o Briefly summarize the article. (Your paper should not exclusively summarize the article)
o Personally reflect on the article. What did you learn from it? What did you learn from those mentioned in the article? Were there one or two aspects of the article that you found interesting or more relevant to your life? Why or how? Did anything have an impact on you?
o Summarize/conclude what you said and/or what you learned
Name:________________________
Reflective Writing Rubric
|Task |Beginning |Developing |Focused |Exemplary |Pts |
|Format: Header & |Incorrect format |Correct format and inappropriate |Incorrect format and appropriate |Correct format and |40 |
|length |and inappropriate |length |length |appropriate length | |
| |length 0pts |24pts |32pts |40pts | |
|Paragraph Structure|No paper was |Few parts are well structured in |Some parts are well structured in |Well structured and |40 |
| |submitted. |paragraph format. Few parts are |paragraph format. Some parts are |thought out in paragraph| |
| |Paper is poorly |organized from beginning to end. |organized from beginning to end. |format. Clear and | |
| |structured. |Major paragraph sections missing.|Paper did not include introduction, |organized structure from| |
| |Paragraph |Line of development is not |body or conclusion. |beginning to end. Paper| |
| |requirements not |logical. Ideas were not connected|Line of development is somewhat |included introduction, | |
| |met or very weak. |with a transition. |logical and coherent. Ideas could have|body and conclusion. | |
| |0 pts |Paragraph lacks details. |been connected with a smoother |Line of development is | |
| | |Topic sentences don’t relate to |transition. |logical and coherent. | |
| | |paragraph. |Consider more descriptive topic |Ideas are connected with| |
| | |Need to separate and organize |sentences that lead-in to a developed |smooth transition. 40pts| |
| | |your ideas into separate |paragraph. | | |
| | |paragraphs. |Concluding sentence should bring | | |
| | |24 pts |paragraph to a close. | | |
| | | |32pts | | |
|Language, Sentence |No paper was |Many spelling, grammar, |Few spelling, grammar, punctuation and|Excellent spelling, |40 |
|Mechanics, Grammar |submitted. Spelling|punctuation and capitalization |capitalization errors; Could have been|grammar, punctuation and| |
|& Spelling |and grammatical |errors; Word selection, word |more carefully edited. Word selection,|capitalization; | |
| |errors are |choice and sentence structure |word choice and sentence structure |carefully edited. | |
| |unacceptable. |needs improvement. |could have been more varied. 32 pts |Excellent word | |
| |0 pts |Need to proofread final product. | |selection. Varied word | |
| | |Needs extensive editing. 24pts |One error is -3 pts |choice. Varied sentence | |
| | | | |structure. | |
| | | | |40pts | |
|Content (summary |Unable to show what|Content is weak. Not a strong |Acceptable content. Summary was |Very meaningful content.|80 |
|and reflection) and|you learned from |connection between content and |incomplete. Response could have been |Very thoughtful | |
|Response |reading the |its impact on you personally. |stronger by reflecting on personal |response; Demonstrated | |
| |article. Inadequate|Primarily a summary. |experience. 64 pts |critical thinking; | |
| |coverage of topic. |48 pts | |Clearly summarized | |
| |Does not meet reqs.| | |article. Reflected at a | |
| |0 pts | | |personal level. 80pts | |
| Rec’d on time. |
|Rec’d within 24 hours (1 day) after due. -20pts |
|Rec’d within 48 hours (2 days) after due. -40pts |
|Rec’d within 72 hours (3 days) after due. -60pts |
|After 3 days – you’ll receive a zero unless a previous arrangement has been made. |
| |
|Total Points |
|200 |
What is marketing?
“Marketing is communicating an idea to an audience”
Themes
• Providing a compelling reason for someone to buy something or take action
• Getting hooked on a product or a service
• Brand Loyalty
• Ethics in Advertising
• Marketing Careers
General Goals for Companies
• Create an association and identify with an image
• Want customer to feel special or exclusive
• Consumers buy products and services when they feel like they’re getting value
Examples of Buying Motives
Emotional Motives
❑ Power
❑ Love
Peer Acceptance
❑ Label Recognition
❑ Prestige
❑ Nostalgia
❑ Pride
❑ Pleasure
❑ Aesthetic appeal or beauty
Rational Motives
❑ Saves Time
❑ Saves Money
❑ Makes life easier
❑ Improves health
❑ Safe or improves safety
❑ Durable
❑ Well-made
❑ Fulfills a physical need such as hunger or protection from the elements
Brand: represents the holistic sum of all information about a product or group of products. This symbolic construct typically consists of a name, an identifying mark, logo, visual images or symbols, or mental concepts which distinguish its products or services.
Branding: burning an image into the consumer’s mind.
Well known products acquire brand recognition. A brand name comprises that part of a brand consisting of words or letters that humans can verbalize.
An example of a brand name is McDonalds. It is represented by its golden arches and has become one of the world’s most famous brands. It is easily recognized globally.
• Logos and Images
• Slogans
• Mascots
• Spokespeople – endorsements
• Voices
• Strategic Partnerships
• Use of special guest appearances
Terms and Definitions
Marketing (in simple terms): Communicating a message or idea to a specific audience.
Market: the potential customers who share common needs and wants (who have a demand for a product/service) and are willing and able to buy it.
• Consumer market: all potential customers who will buy the product for personal use.
• Industrial market: all potential customers who will buy the product for business use.
How do marketers find out who their customers are?
The key to marketing and selling goods/services is to know who your customer or audience is. This is called a target market and the process to find that specific market is called market segmentation. There are many factors that define a target market such as demographic, geographic, psychographic and consumer behaviors.
Target market: the specific market that you are going to concentrate your efforts on. There are four general characteristics of any target market. The target market should be:
1. Measurable
2. Large enough to be profitable
3. Reachable (can communicate & deliver products/services)
4. Responsive (research should indicate that your market should be interested in your product and willing/able to buy it.)
Market Segmentation: is a way of analyzing a market based on specific characteristics (things they have in common based on four broad categories) in order to create a target market. By identifying target markets one is able to develop products/services that appeal them. (Automobiles are often segmented by income and age.)
[pic]
Market > Segmentation> Target Market
Market Segmentation leads to a target market.
Example:
Look at the market for jeans
a. Who buys jeans? At what price? What special features do they want?
Depending on the answers to these three questions, the market for jeans could be segmented:
• By age: jeans for kids, teens and adults
• By price: marketers need to reach varying income levels
• By desired features: tight fit, newest fashion (acid washed, cell phone pocket), or unique design
Jean companies study data and do their own research to determine if the market is large enough to justify the expense. Additional research reveals more about this market segment: their buying behavior, interests, activities, fashion opinions, ethnic background and other factors. The more specific the information, the easier it is to design the jeans, price them, create the appropriate promotions, and sell them in the right outlets.
Four General Buckets that make up Target Market
Factors that define a particular market are demographic, geographic, psychographic and behaviors.
1. Demographics: describes a population in terms of personal characteristics.
• Age
• Ethnic background
• Family structure and gender
• Income
• Occupation
• Marital status
• Education
2. Geographics: describes a population in terms of where people live. (local, regions, state, country, or area)
3. Psychographics: describes a population based on social and psychological characteristics. Involves peoples’ attitudes, what they value and their lifestyles. Consumer lifestyles involve how people spend their time and money. Both internal and external influences affect what types of products and services are purchased. Think about reasons why you buy the clothes that you do.
▪ Activities: Visit the magazine section of a major bookstore to see the different magazines that appeal to various market segments. Nowadays, there are dedicated cable channels for individuals with common interests.
▪ Consumer Attitudes: Taking responsibility for one’s health (eating healthier and becoming physically fit) are trend-setting issues for marketers.
▪ Personality & Values: One may have a very outgoing personality, traditional family values, patriotic (pro-American) values. Reference groups are people who influence a person’s values, morals, and decisions.
4. Product Benefits & Consumer Behaviors: Segmenting a market based on the way customers use, need or want a product. The way one behaves toward a product is called behavioral segmentation.
Two examples:
• A shampoo manufacturer may segment the market according to people with different types of hair (oily, dry or normal), people who have dandruff, or people who wash their hair frequently.
• Some desire luxury and premium merchandise to a point where they define themselves through the products and brands they buy.
[pic]
Marketing Mix – McGee Toyota in Hanover –Toyota Matrix [pic]
Product: The product strategy deals with the goods or services your business will provide. How will you identify your product and make it stand out from the competition?
• Product features are the benefits it offers to consumers. It includes style, distinctive characteristics, color, quality, and options.
o Also include warranties, service contracts, delivery, installation, and instructions. Granting credit to customers as a benefit.
o Flexible payment options: cash, personal check, credit cards, layaway, installment, special offers (0% down)
• A brand is the name, symbol, or design used to identify a product
• A package is the physical container or wrapper that holds it
• The label is the part of the package used to present information
Product positioning refers to how consumers see your product compared to the competition.
Product mix refers to all the products a company makes or sells. If you are going to offer multiple products, you should think about how they relate to each other.
Packaging
• What is packaging?
o Containers and wrapping materials used to protect, contain, identify, promote and facilitate the use of the product.
• What is a label?
o Informative tag, wrapper, or seal attached to the product or the product’s package. It presents information.
• What information does a label present?
o Brand name (Bold detergent)
o Ingredients, Instructions (machine washable), how to open or dispose, guarantees, danger warnings
Goals of Packaging
o Promote a company and its image
o Give an old product a new image
o Preserve the product for a time period
o Help customers use products better
o Introduce new uses for old products
o Reduce costs, increase sales and profits
• Consider these questions when planning the design of a package:
o Must the package protect the product against moisture, leakage, and temperature changes?
o Must the package be resealed or closed after it has been opened?
Functions of Packaging
• How does the package protect the Product?
o Withstand humidity, puncture, damage
• How does the package protect the Consumer?
o Childproof, sealed tops, tamper proof
o Contains the Product (easy to carry)
o What big or heavy products at a supermarket are easy to carry? Why?
• Identifies the product
• Lists contents, distinguishes the product
• Visibly promotes the product
o Stands out, catchy slogan, product uses, refunds
Types of Materials
• Why use Paper and cardboard?
o Inexpensive, lightweight, fairly strong, and easy to print on, recyclable, biodegradable
• Why use cellophane (transparent paper) and plastic wrap?
o See through package (meat)
• Why use Glass to hold liquids?
o Doesn’t leak or change its smell or taste
• Why use plastic?
o Can be shaped into jars and bottles
o Can be processed into sheets (used for toys, clothes, food products)
o Won’t break
• Why use aluminum?
o Unbreakable, disposable, recyclable
• Why use Glass to hold liquids?
o Doesn’t leak or change its smell or taste
• Combination of Materials
o Golf balls are packaged in boxes of 3; Multi-packs contain 4 boxes of 12 balls
Environmental concerns
• Marketers must protect the consumer and his/her environment from the package
• Plastic foam & the ozone layer
• Non biodegradable material takes up more space
• Use more recyclable products
Packaging and Labeling Laws
• Protect people against deceptive labeling
• Ban deceptive environmental claims
• Must list all nutritional elements – not just the benefits
• Establish strong safety standards
Packaging and Labeling Trends
• Clearly warn user of harmful effects
• Safer, easier to use, more convenient for the consumer
• Recyclable
• Will continue to be integral parts of product and marketing programs
Place Strategy (also known as distribution strategy)
• Involves how you will deliver your goods and services to your customers. It includes movement of your product to both your location and to your customers.
• Where and how the product will be distributed and sold in the marketplace?
• How will your products and customers "meet" or come together through sales and distribution?
Channel of distribution is the path a product takes from producer (or manufacturer) to final user (or customer). Channels are paths. Channel members are those involved in the path.
• When the product is purchased for use in a business, the final user is classified as an industrial user.
• When the product is purchased for personal use, the final user is classified as a consumer.
• Using shampoo as an example, you can see how the same product may be classified as both a consumer and an industrial product. Manufacturers of shampoo sell their product to the customer through retail operations but also may sell it to hair salons and hotel chains as an industrial product for use in a business.
Typical model: Manufacturer (Producer) > Wholesaler > Retailer > Final User
Wholesalers: Businesses that buy large quantities of goods from manufacturers, store the goods, and then resell them to other businesses.
Intermediaries: businesses involved in sales transactions that move products from the manufacturer to the final user. Also known as middlemen.
Retailers: Sell goods to the final consumer for personal use.
Agents: Unlike wholesalers and retailers, agents do not own the goods they sell. They act as intermediaries by bringing buyers and sellers together. Two different types of agents:
• Independent Manufacturers’ Representatives: work with several related (but non-competing) manufacturers in a specific industry. They are not employed by the manufacturer. Instead, they are paid a commission based on what they sell. Example: One may carry a line of fishing rods from one manufacturer, lures from another, insulated clothing for hunters from a different one, and outdoor shirts from yet another manufacturer.
• Brokers: Principal function is to bring buyers and sellers together in order for a sale to take place. Usually (but not always) do not have a continued relationship with either party. They negotiate the sale, are paid a commission, and then look for other customers. Example: real estate broker. Food brokers however, represent several manufacturers of products sold in supermarkets, convenience stores, and other specialty food stores.
A number of non-store retailing operations serve the customer. They include automatic retailing (vending machines), direct mail and catalog retailing, TV home shopping, and online retailing.
Example: Suppose four customers wanted to buy a digital camera made by Nikon. If Nikon sells directly to consumers, it would have to make four separate sales transactions. By using an intermediary, such as CompUSA, the number of contacts Nikon must make is reduced to one.
Channels of Distribution are classified as direct or indirect.
• Direct: the producer (manufacturer) sells goods/services directly to the customer (with no intermediaries)
• Indirect: involves one or more intermediaries.
Both consumer markets and industrial markets use direct and indirect channels of distribution. Different channels of distribution can be used to reach the customer. Despite the potential for success that any product may seem to have, it can fail if the wrong channels are used.
Examples for Consumer Market
• Direct: Factory outlet stores, farmers’ roadside stands, using catalogs to generate sales, Internet online sales
• Indirect: Retail clothing stores, buy a John Deere tractor from Home Depot, buy Marvin windows from Abington lumber, automobiles, most supermarket items
• Summary: Fewer consumer products are marketed using direct distribution (as consumers are use to shopping in retail stores)
Examples for Industrial Market
• Direct: sales representatives call directly to commercial businesses- Xerox sells a copier machine to Dependable Cleaners; Caterpillar sells a forklift to Hingham lumber
• Indirect: wholesaler takes ownership and buys restaurant supplies (pots, pans, utensils) from manufacturer and sells to restaurant owners.
• Summary: Industrial users shop differently and have different needs from consumers, so they use different channels of distribution. The least used channel in the consumer market – direct distribution- is the most used channel in the industrial market.
Distribution Planning
Major considerations include the use of multiple channels, control versus costs, intensity of distribution, and involvement in e-commerce.
• Multiple channels: Producer must identify the best channel for each market (i.e. J&J Snack Foods sells its pretzels, drinks and cookies to supermarkets, movie theaters, sports arenas, schools, colleges, and hospitals).
• Control vs. Costs
• Have its own direct sales force or hire agents to do the selling?
• Distribution intensity
o Exclusive distribution: protected territories of a product in a given geographic area. Dealers are given exclusive rights to protected areas.
o Integrated distribution: Manufacturer acts as wholesaler and retailer for its own products. Example: Gap sells its clothing in company-owned retail stores.
o Selective distribution: Limited number of outlets in a given geographic area is used to sell the product. Goal is to select channel members that can maintain the image of the product, are good credit risks, aggressive marketers and good inventory planners. Example: Armani sells its clothing only through top department stores that appeal to the affluent customers who buy its merchandise. It doesn’t sell its goods in a chain mega store with a very different target market.
o Intensive distribution: Involves the use of all suitable outlets to sell a product. Objective is complete market coverage, and ultimate goal is to sell to as many customers as possible, wherever they choose to shop. Example: motor oil is sold in automotive repair shops, auto parts retailers, supermarkets, hardware stores, warehouse clubs, and other retail stores to reach maximum number of customers.
• E-commerce: products are sold to customers and industrial buyers through the Internet.
Physical Distribution (logistics): Comprises all the activities that help to ensure that the right amount of product is delivered to the right place at the right time. It involves order processing, transporting, storing, stock handling, and inventory control of materials and products.
Conclusion: To succeed in today’s business environment, a company must deliver its products to customers around the country and throughout the world in the most efficient and effective way.
Location, layout and availability are important to your place strategy. They are especially important to retail and service businesses that rely on customers to come to them.
• Is the exchange of the product made in a store? Through the mail? Through a direct sales representative?
• What are your production and inventory capacities? (How quickly can you make products and how many can you store?)
• Where will your product be placed so customers have access to it?
• Are there cyclical fluctuations or seasonal demands for your products? For example, if you produce Christmas decorations, how will you manage peak production and sales periods as well as slow periods?
In closing:
In terms of place strategy, there are many decisions that need to be made. Making the correct place decisions will have a major impact on the successful operation of a business.
How does one decide on a price for products or services?
We’ll explore the importance of price, pricing strategies, pricing policies and pricing decisions.
Price: the value of money (or its equivalent) placed on a good or service. Usually expressed in monetary terms (an example of non-monetary is “bartering.”)
The key to pricing is understanding the value that buyers place on a product.
Goals of pricing:
Gaining market share: When a business is trying to take business away from its competition, it is trying to increase its market share.
Market share is a percentage of the total sales volume generated by all competitors in a given market.
Return on investment: Is a calculation that is used to determine the relative profitability of a product. A company may price its products to achieve a certain return on investment. Formula is: Profit divided by Investment
Assume your company sells trash cans for $8 each. Your cost to make and market the trash cans is $6.50 per unit. Profit is money earned by a business minus costs and expenses.
$8 - $6.50 = $1.50 / $6.50 = .23 This means that your rate of return on investment is 23 percent.
Meeting the competition: Some companies price their products to meet the prices of their competition. (Automobiles and soft drinks are examples. Competing products in both of these categories tend to be very similar and therefore priced closely to one another.)
Question: How does one compete when there is no price competition?
Answer: You compete on the basis of other factors in the marketing mix.
Factors affecting your pricing strategy include:
• Supply and demand
o Brand loyalty, price of products relative to income, availability of substitutes, luxury vs. necessity, urgency of purchase
• Your costs and expenses
o The series of businesses involved in selling or distributing your product
• Competition
o Price wars in certain sectors – airlines, gasoline, computers, etc.
Pricing Strategies
• Cost-based pricing: Set prices based on costs
o $6.50 cost of trash cans.
o If desire 10% profit then mark-up 10% from cost
o If desire 23% profit then mark-up 23% from cost
• Demand-based pricing: Marketers attempt to determine what consumers are willing to pay for given goods and services.
o Importance of a consumer’s “perceived value of an item”
o Effective when there are few substitutes and consumer is willing to pay higher prices because they believe an item is different from that offered by competition. Companies try to achieve this status by developing brand loyalty.
o Example: Red Sox tickets. Different prices based on location of seats. All will see same performance – but from different vantage points.
o Example: consumer demand for fashionable colors (i.e. refrigerators) as opposed to the cost of producing the refrigerators.
• Competition-based pricing: Set prices based on what the competitors charge. No relationship between cost and price. No relationship between demand and price.
• Elect to take one of three actions using this pricing method:
o Price above the competition
o Price below the competition
o Price in-line with the competition
• You could also use a combination of these strategies: Many marketers use all three pricing strategies to determine prices. Cost-based pricing helps marketers determine the price floor for a product – the lowest price for which it can be offered to still make a profit. Demand-based pricing determines a price range that is defined by the price floor and price ceiling (the highest amount consumers would pay). Competition-based pricing may be used to assure the final price is in line with the competition.
o Combining pricing considerations offers a good range within which a company can establish its selling price. And if a company decides to go with the competition-based strategy, they still know how much they can lower their prices if necessary based on the cost-based pricing figures.
Pricing Policies
• One-price policy – all customers are charged the same price for the same type or amount of merchandise.
• Flexible-price policy – customers pay different prices for the same type or amount of merchandise.
Four stages to the Product Life Cycle: Introduction > Growth > Maturity > Decline
Pricing plays an important role in this sequence of events.
Skimming pricing: a pricing policy that sets a very high price for a new product.
Penetration pricing: Opposite of skimming. The initial price for a new product is set very low.
Psychological Pricing: Techniques that create an illusion for customers or that make shopping easier for them.
• Odd/even pricing: use odd pricing (i.e. $19.99 to suggest bargains). The psychological principle is based on odd numbers conveying a bargain image, while even numbers ($10, $50, $100) conveying a quality image.
• Prestige pricing: set higher than average prices to suggest exclusiveness, status, and prestige. Many consumers assume that higher prices mean higher quality and are willing to pay more for certain goods and services.
• Multi-unit pricing: Suggest a bargain and helps to increase sales. Some businesses have found that pricing items in multiples, such as 3 for $.99 is better than selling the same items at $.33 each.
• Bundle pricing: Including several products in a package that is sold at a single price.
o All inclusive travel vacations (airfare, hotel, meals)
o Software that is included when you purchase a new computer
• Promotional pricing: Used in conjunction with sales promotions when prices are lower than average. Examples: Back to school sales, Presidents’ Day sales, clearance sales, etc.
o Other promotional techniques may involve rebates, coupons, and special discounts.
• Discount pricing: involves the seller’s offering reductions from the usual price based on the buyer’s performance of certain functions.
o Paying cash (Encourage consumers to pay their bills quickly or to not encourage use of credit cards)
o Buying in large quantities.
▪ Sellers benefit from large orders through the lower selling costs involved in one transaction as opposed to several small transactions.
▪ Quantity discounts also offer buyers an incentive to purchase more merchandise than they originally intended to purchase.
o Seasonal discounts (willing to buy at a time outside the customary buying season)
The Six Steps for Determining Price
1. Determine pricing objectives
2. Study costs
3. Estimate demand
4. Study competition
5. Decide on a pricing strategy
6. Set price
Promotion is any form of communication a business/organization uses to inform, persuade, or remind people about its products or services.
Types of Promotion:
1. Advertising: paid form of non-personal presentation of ideas, goods, or services directed toward a mass audience by an identified sponsor. Two types of advertising:
▪ Print media: newspapers, magazines, direct mail, outdoor (billboards), transit (ads on buses or subways)
▪ Broadcast media: radio, television, Internet web sites
2. Public Relations(PR) & Publicity:
▪ PR: Any activity designed to create a favorable image toward a business, its products, or its policies.
• News release, press kits,
▪ Publicity: The placement of newsworthy items about a business, new products, or employees in the media.
3. Sales promotion: use of short-term incentives or interest-building marketing activities to stimulate traffic and encourage the buying of a product or service (increase sales).
▪ Business to Business:
• Slotting allowances: Manufacturer pays retailer for costs involved in placing a new product on shelves
• Buying allowances: Price discount given by manufacturers to wholesalers and retailers to encourage the purchase of a product.
• Trades Shows and Conventions: Designed to reach wholesalers and retailers - introduce new products or increase sales of existing products.
• Sales incentives: Financial awards given to managers or employees who reach or exceed sales quotas.
▪ Business to Consumer:
• Premiums: low-cost items given to consumers at a discount or for free. Designed to increase sales, attract new customers and persuade nonusers to switch brands.
• Sponsorship: Promotion of a company in association with a property, event or group.
• Incentives: Create customer excitement and increase sales. Include sweepstakes, contests, and rebates.
• Product samples: free trial size of a product.
• Promotional tie-ins: Involve sales promotional arrangements between one or more retailers or manufacturers.
• Product placement: the strategic placement of an item will increase or enhance the public’s knowledge about a particular product.
• Visual merchandising and displays: Coordination of all physical elements in a place of business so that it projects the right image to its customers.
• Loyalty marketing programs: Reward customers for making multiple purchases.
4. Personal selling: consists of oral presentations to one or more potential buyers with the intent of making a sale.
Promotional mix refers to the combination of different types of promotion. A business decides on the promotional mix that will be most effective in persuading potential customers (wholesalers, retailers, and/or consumers) to purchase and support its products.
Push Policy of Promotion: Is when a manufacturer is trying to “push” a product through a channel of distribution. The main purpose is to convince a retailer to stock a product. It relies heavily on personal selling and sales promotion, especially at trade shows.
Pull Policy of Promotion: Is designed to create consumer interest. Consumer demand can “pull” or encourage retailers to carry a product. It relies on heavy advertising geared towards consumers in addition to premiums, samples, and demonstrations.
___________________________________________________
Process of putting your promotion plan together (keep in mind Target Market and 4Ps of Marketing):
▪ Determine marketing objectives
▪ Determine your promotional budget
▪ Determine your promotional mix (what)
▪ Create your plan (who, when)
▪ Execute your promotional plan
▪ Evaluate your promotional plan & readjust plan accordingly
General Example:
▪ Marketing Objective: Create awareness of baby care products among mothers of newborns
▪ Promotional Budget of $100,000
▪ Mix - Advertise in national baby care and motherhood magazines; Distribute product samples to major obstetricians’ offices in major urban areas; Offer free baby care seminars to expectant mothers at major hospitals; Provide free samples to maternity wards at major hospitals.
Publicity: placement of newsworthy items about a business, new products, or employees in the media; an act designed to attract public interest; information with news value issued as a means of gaining public attention or support. It involves creating demand for a business or product by placing news about it in publications, radio, television, or another form of media. It is not paid for.
The principal function of publicity is “building an image”. Image is the way a business or organization is defined in people’s minds.
Publicity can be positive or negative. How does publicity differ from advertising?
Publicity is free. Advertising is not free.
Major advantage of publicity:
People are more likely to pay attention to news stories than to advertisements because news reporters and newspapers are viewed as more objective than advertisers.
Major disadvantage of publicity:
A business gives up control over their message – the content and how it is presented.
Public Relations: the business of inducing the public to have understanding for and goodwill toward a person, firm, or institution. An individual or group of people who serve as public spokespeople for an individual or an organization. They relate information to the public. (i.e. Rock stars have publicists)
The right kind of “public relations” can create a positive image for a company and maintain or improve that image within the community.
Examples include:
➢ Sponsoring cultural events (concerts or art exhibits)
➢ Awarding scholarships to a local high school
Donating equipment for public use
Advertising: paid non-personal presentation of ideas, goods, or services directed toward an audience by an identified sponsor.
Goodwill: a kindly feeling of approval and support; the favor or prestige that a business has acquired beyond the mere value of what it sells.
So, Public relations (or community relations) refer to any activity designed to create goodwill toward a business. The goodwill benefits a business by:
➢ Increasing sales
➢ Reinforcing the firm’s good reputation
➢ Increasing the receptivity of consumers to the firm’s advertising
➢ Conditioning customers to expect quality products from the firm
Public relations specialists attempt to get good publicity for their companies by creating news events. Examples:
➢ The opening of a new store
➢ An interview with a company official
➢ Launching of a new product
➢ Presentation of an award to an employee
➢ A community activity that is sponsored by the business
➢ A charitable activity that the business participates in
Market Research: the process used to collect, analyze and interpret data so that sound marketing decisions can be made.
|What is Marketing Research? |
|It is the process of collecting, analyzing and interpreting data about problems related to the marketing of goods and services. It is|
|used to investigate markets and competition. |
| |
|An organization must be able to analyze existing or potential customers. It would be very challenging to satisfy them if you don’t |
|know who they are, how they will use it, why they want it or what they want. |
|Every small business owner-manager must ask the following questions to devise effective marketing strategies: |
|Who are my customers and potential customers? |
|What kind of people are they? |
|Where do they live? |
|Can and will they buy? |
|Am I offering the kinds of goods or services they want - at the best place, at the best time and in the right amounts? |
|Are my prices consistent with what buyers view as the product's value? |
|Are my promotional programs working? |
|What do customers think of my business? |
|How does my business compare with my competitors? |
| |
|Marketing research is not a perfect science. It deals with people and their constantly changing feelings and behaviors, which are |
|influenced by countless subjective factors. To conduct marketing research you must gather facts and opinions in an orderly, objective |
|way to find out what people want to buy, not just what you want to sell them. |
|Why do it? |
|It is impossible to sell products or services that customers do not want. Learning what customers want, and how to present it |
|attractively, drives the need for marketing research. Small business has an edge over larger concerns in this regard. Large businesses|
|must hire experts to study the mass market, while small-scale entrepreneurs are close to their customers and can learn much more |
|quickly about their buying habits. Small business owners have a sense their customers' needs from years of experience, but this |
|informal information may not be timely or relevant to the current market. |
|Marketing research focuses and organizes marketing information. It ensures that such information is timely and permits entrepreneurs |
|to: |
|Reduce business risks |
|Spot current and upcoming problems in the current market |
|Identify sales opportunities |
|Develop plans of action |
|How to do it |
|Without being aware of it, most business owners do market research every day. Analyzing returned items, asking former customers why |
|they've switched, and looking at competitor's prices are all examples of such research. Formal marketing research simply makes this |
|familiar process orderly. It provides a framework to organize market information. |
|Market Research - The Process |
|Step One – Define Marketing Problems and Opportunities |
| |
|Market research, like other components of marketing such as advertising, can be quite simple or very complex. You might conduct simple|
|market research such as including a questionnaire in your customer bills to gather demographic information about your customers. On |
|the more complex side, you might engage a professional market research firm to conduct primary research to aid you in developing a |
|marketing strategy to launch a new product. |
|Regardless of the simplicity or complexity of your marketing research project, you'll benefit by reviewing the following seven steps |
|in the market research process. |
|Step One: Define Marketing Problems and Opportunities |
|The market research process begins with identifying and defining the problems and opportunities that exist for your business, such as:|
|• Launching a new product or service. |
|• Low awareness of your company and its products or services. |
|• Low utilization of your company's products or services. (The market is familiar with your company, but still is not doing business |
|with you.) |
|• A poor company image and reputation. |
|• Problems with distribution, your goods and services are not reaching the buying public in a timely manner. |
| |
|Step Two: Set Objectives, Budget and Timetables |
| |
|Objective: With a marketing problem or opportunity defined, the next step is to set objectives for your market research operations. |
|Your objective might be to explore the nature of a problem so you may further define it. Or perhaps it is to determine how many people|
|will buy your product packaged in a certain way and offered at a certain price. Your objective might even be to test possible cause |
|and effect relationships. For example, if you lower your price by 10 percent, what increased sales volume should you expect? What |
|impact will this strategy have on your profit? |
|Budget: How much money are you willing to invest in your market research? How much can you afford? Your market research budget is a |
|portion of your overall marketing budget. A method popular with small business owners to establish a marketing budget is to allocate a|
|small percentage of gross sales for the most recent year. This usually amounts to about two percent for an existing business. However,|
|if you are planning on launching a new product or business, you may want to increase your budget figure, to as much as 10 percent of |
|your expected gross sales. Other methods used by small businesses include analyzing and estimating the competition's budget, and |
|calculating your cost of marketing per sale. |
|Timetables: Prepare a detailed, realistic time frame to complete all steps of the market research process. If your business operates |
|in cycles, establish target dates that will allow the best accessibility to your market. For example, a holiday greeting card business|
|may want to conduct research before or around the holiday season buying period, when their customers are most likely to be thinking |
|about their purchases. |
| |
|Step Three: Select Research Types, Methods and Techniques |
| |
|There are two types of research: primary research or original information gathered for a specific purpose and secondary research or |
|information that already exists somewhere. Both types of research have a number of activities and methods of conducting associated |
|with them. Secondary research is usually faster and less expensive to obtain that primary research. Gathering secondary research may |
|be as simple as making a trip to your local library or business information center or browsing the Internet. |
|Secondary Research |
|Secondary research exploits published sources like surveys, books, and magazines, applying or rearranging the information in them to |
|bear on the problem or opportunity at hand. A tire sales business owner might guess that present retail sales of tires is strongly |
|correlated with sales of new cars three years ago. To test this idea, it's easy to compare new car sales records with replacement tire|
|sales three years later. Done over a range of recent years, this should prove or disprove the hypothesis and help marketing efforts |
|tremendously. |
|Primary Research |
|Primary research can be as simple as asking customers or suppliers how they feel about a business or as complex as surveys conducted |
|by professional marketing research firms. Direct mail questionnaires, telephone surveys, experiments, panel studies, test marketing, |
|and behavior observation are all examples of primary research. |
| |
| |
|Step Four: Design Research Instruments |
| |
|There are many research instrument s that are used to collect data. Within each instrument, there are advantages and disadvantages. |
|The design of the instrument will also impact the reliability of the collected data. |
|Method of Data Collection |
| |
|Advantages |
|Disadvantages |
| |
|Telephone Survey |
| |
| |
| |
|Personal Interview |
| |
| |
| |
|Focus Group |
| |
| |
| |
|Paper Survey/Questionnaire |
| |
| |
| |
|Online Surveys (discounts) |
| |
| |
| |
| |
| |
|Step Five: Collect Data |
| |
|To help you obtain clear, unbiased and reliable results, collect the data under the direction of experienced researchers. Before |
|beginning the collection of data, it is important to train, educate and supervise your research staff. An untrained staff person |
|conducting primary research will lead to interviewer bias. |
|Stick to the objectives and rules associated with the methods and techniques you have set in Step Two and Step Three. Try to be as |
|scientific as possible in gathering your information |
| |
|Step Six: Organize and Analyze Data |
| |
|Once your data has been collected, it needs to be "cleaned." Cleaning research data involves editing, coding and the tabulating |
|results. To make this step easier, start with a simply designed research instrument or questionnaire. |
|Some helpful tips for organizing and analyzing your data are listed below. |
|Look for relevant data that focuses on your immediate market needs. |
|Rely on subjective information only as support for more general findings of objective research. |
|Analyze for consistency; compare the results of different methods of your data collection. For example, are the market demographics |
|provided to you from the local media outlet consistent with your survey results? |
|Quantify your results; look for common opinions that may be counted together. |
|Read between the lines. For example, combine U.S. Census Bureau statistics on median income levels for a given location and the number|
|of homeowners vs. renters in the area |
| |
|Step Seven: Present and Use Marketing Research Findings |
| |
|Once marketing information about your target market, competition and environment is collected and analyzed, present it in an organized|
|manner to the decision makers of the business. For example, you may want to report your findings in the market analysis section of |
|your business plan. Also, you may want to familiarize your sales and marketing departments with the data or conduct a company-wide |
|informational training seminar using the information. In summary, the resulting data was created to help guide your business |
|decisions, so it needs to be readily accessible to the decision makers. |
| |
Developing Marketing Plans
Marketing Plan – Documented roadmap that includes objectives/goals, strategies, budgets, and how you plan to meet your marketing objectives/goals. You can refer to it as a roadmap, blueprint or game plan.
Marketing objectives (goals) should:
• be clear
• be measurable
• have a stated time frame for achievement.
Examples of marketing objectives follow:
• Increase product awareness among the target audience by 30 percent in one year.
• Inform target audience about features and benefits of our product and its competitive advantage, leading to a 10 percent increase in sales in one year.
• Decrease or remove potential customers' resistance to buying our product, leading to a 20 percent increase in sales in six months or less.
If you have multiple objectives, make sure they are consistent and not in conflict with each other. Also, your marketing strategy (based on 4Ps) and budget should support your marketing objectives.
Keep the following question in mind as you evaluate your marketing plan on an ongoing basis:
• Do you have the resources (human, financial, technological) necessary to accomplish your objectives?
Your marketing strategy should include information about:
• Product - your product(s)and services
• Price - what you'll charge customers for products and services
• Place (distribution) - how you will bring your product(s) together with your customers.
• Promotion - how you will promote or create awareness of your product/service in the marketplace
-Excerpts from this document were taken from 2/10/06
Sample Video Store Marketing Plan: Independent Choice Flicks
Introduction:
Independent Choice Flicks (ICF) is an alternative video rental store located in Ann Arbor, MI. ICF will rent movies not often available from the larger chains: film festival movies, independent releases, foreign films and other "arts" films. Ann Arbor clearly has the market for these types of films, as evidenced by the general demographics (liberal, educated, college town) and the popularity of the Monarch Arts Cinema, a first run movie theatre concentrating on this same genre of movies. This market has been ignored by the dominant stores in Ann Arbor. They may have a few films that fit these descriptions, but in general they are far and few between. It is too difficult for the large corporations to market to this specific segment, particularly with their current business model which is putting a store in all cities that are very similar in feel, with a concentration on large scale commercial releases.
SWOT Analysis (of Current Situation)
The following SWOT analysis captures the key strengths and weaknesses within the company, and describes opportunities and threats that ICF faces.
Strengths
• Strong relationships with distributors.
• Excellent staff who are well informed and customer attentive.
• A centrally-located store front.
• An unmatched selection.
Weaknesses
• The struggle to raise brand awareness.
• A limited budget to acquire customers.
• Not having the buying power that the giants have, increasing acquisition costs.
Opportunities
▪ A growing rift in the market between artsy and commercial films and the corresponding viewers.
▪ The opportunity to decrease customer acquisition costs over time as more customers are acquired through referrals.
▪ The ability to leverage the fact that the "giants" ignore the majority of the alternative/intellectual population segment.
Threats
▪ Competition from the giants if they decide to change their course and address the alternative crowd.
▪ A significant increase in movie theatre technology that makes the in-the-movie experience more difficult to replicate at home.
▪ Increased popularity of independent and foreign films, ensuring that the giants carry these titles.
Proposed Target Market
ICF is focusing on these two groups because they are underserved in Ann Arbor. Currently, there are two large corporate rental chains, Hollywood Video and Blockbuster that hold the majority of the market. In order for them to be successful, they must concentrate on the middle of the market, the mean. This allows them to use economies of scale to drive down the costs of operating a movie rental business. While this works for the general population, it does not address the fringes at all. ICF is addressing the fringe movie rental market.
Geographics
▪ The immediate geographic target is the city of Ann Arbor, Michigan with a population of 123,000.
▪ A 15 mile radius is in need of ICF's services.
▪ The total targeted population is estimated at 64,500.
Demographics
▪ Male and female.
▪ Ages 18-55. This age range draws off a combination of university students and locals within the community.
ICF's customers can be divided into two general groups that are differentiated by age, over 30 and under 30.
• Under 30: This market segment has a diverse interest that certainly overlaps with the over 30 crowd. The under 30 movies might have more of a concentration on action, violence, drugs, sex, etc. This is not to say that the movies are about these subjects solely, it is just that these topics might relate better to someone under 30 than over 30.
• Over 30: This market segment has a bit more mature tastes, the humor may be more sophisticated, they are more likely to enjoy a foreign film relative to the under 30 group. Generally, the topics of the movies will reflect issues that this group is most used to or closer to their experiences.
▪ Have (or are getting) a college education and some with graduate degrees.
▪ An income over $40,000 (except the students who earn far less).
Psychographics
▪ Value and participate in cultural activities.
▪ Watches at least one movie per week.
▪ Reads at least one book per month
▪ Contributes at least $100 towards social causes per year
▪ Volunteers at least 2-3 hours per month towards civic activities
Behavior Factors
▪ Enjoy alternative, or less commercial, movie options.
▪ Prefer to be stimulated intellectually when viewing their films.
Marketing Objectives
▪ Increase repeat customers by 7% each quarter.
▪ Decrease customer acquisition costs by 8% per year.
▪ Increase brand equity, measured by the number of new customers that are already familiar with ICF and their niche before arrival into the store.
Proposed Marketing Mix
ICF's marketing mix is comprised of the following approaches to Price, Place, Product and Promotion.
•
• Price: ICF's pricing scheme will be based on maintaining a competitive price relative to the giants. Competition based pricing will be used in conjunction with odd-even pricing to suggest a bargain. In addition, the store will offer deep discounts for midweek rentals to increase demand during these times. There will also be promotional discounts based on specific movies. Indicate pricing structure HERE for video rentals.
•
• Place: ICF has established a relationship with three different movie vendors. This was done to reduce the possibility of being held hostage by one firm in case a vendor wants to renegotiate its terms for movies. In the future, ICF will evaluate whether it wants to exclusively deal with one vendor and attempt to negotiate more favorable terms. All of the services will be distributed through ICF's storefront on a walk-in basis. Possible future enhancement would be to add home delivery as well as Internet orders.
•
• Product: ICF has decided to purchase VHS and DVDs for genre specific movies that are aligned with its target market focusing on cultural awareness, art and intellectual stimulation. We offer extended night-time drop box for movie returns, and advantages of being a member of the store in which members receive special offers and promotions.
•
• Promotion: The most successful advertising will be advertisements in the local theatre and weekly art guides as well as strategic alliances with select restaurants. Obsessive customer is the mantra. This will be accomplished regardless of the short-term cost, recognizing a happy customer ensures long-term profits. News releases from major newspapers in the Ann Arbor area are planned to create public awareness and buzz. We are contemplating a future movie night theme and attempting to develop strategic partnerships with secondary schools and universities in the Ann Arbor area.
Marketing Research
During the initial phases of the marketing plan development, several focus groups were held to provide ICF with insight into customer preferences. These focus groups provided ICF with a wealth of information regarding the attributes of the most prized customers, and insight into their decision-making processes.
An additional source of market research is a survey that was placed at the Monarch Arts Cinema capturing valuable feedback regarding questions of video rentals. Theses surveys were completed by customers at the theatre and were developed in part by a mathematics graduate student at the University of Michigan. Leveraging the graduate student's help was instrumental in developing a statistically significant survey instrument.
Cite facts from Market Research process HERE.
Marketing Strategy
Summary
ICF's marketing strategy will be based on generating visibility of ICF with its targeted population segment. This will be achieved through a multi-faceted advertising campaign. The campaign will utilize advertisements in a local art/entertainment weekly guide, advertisements at the local artsy movie theatre, and promotional activities with a couple of local restaurants that have similar demographics.
The marketing strategy will first seek to create customer awareness regarding the services offered, develop the customer base, and work toward building customer loyalty and referrals.
The message that ICF will seek to communicate is that they offer a quality, independent, non-commercial alternative to the norm of Blockbuster and Hollywood video. This message will be communicated through a variety of methods. The first is an advertising campaign in the Ann Arbor Weekly, an entertainment guide that serves the alternative crowd of Ann Arbor. This weekly has similar customer demographics as ICF so it will be well targeted.
The second method of communication will be with advertisements at the Monarch Arts Cinema, a local theatre that plays the same genre of films as ICF. The advertisements will be in the form of visual posters in the cinema as well as advertising within the trailers of the films.
The last method of communication will take the form of strategic relationships with various restaurants that have similar customers. The alliances will often include some sort of promotion that combines the services of both the restaurant and ICF.
Marketing Plan for Hingham Downtown Business
Your objective is to create a marketing plan for an actual Hingham business. Your plan and presentation should review what it is currently doing effectively and state future recommendations (and reasons for those recommendations).
Your assignment will include
• A written marketing plan (one copy for Mr. George and one for the client)
• A 10-minute client presentation (10-minute minimum) based on your report – using PowerPoint as a visual aid.
Your plan should include:
1. Target Market and the 4Ps. (Place, Product, Promotion, & Price)
a. Current state, future recommendations, strategies and decisions
2. Some element of Market Research – whether it is primary or secondary. You should explain what data was collected, how it was collected, its analysis and any conclusions/recommendations based on it.
Rubric for an A (exemplary): Appropriate, efficient and proper use of all class time provided for this project. Positively contributes towards group. Displays leadership, initiative and organizational skills. Classroom behavior is superior, professional and model of how teacher would like students to behave. Demonstrates respect at all times. Marketing plan is typed, professional looking, well structured and well written with no grammar or spelling errors. All sections of the plan have been addressed with details supporting marketing suggestions. Use of PowerPoint as a visual aid is exceptional regarding proper use of text, images and effects. Presentation is enthusiastic, well organized, well rehearsed as a team and contains excellent eye contact and voice volume. Presentation is at least ten minutes in duration.
Downtown Hingham Marketing Project Name:_______________________/240 PTS
| |Unacceptable-0 |Needs Improvement-28 |Proficient-34 |Exemplary-40 |
|Read |It is obvious that assignment |Reads assignment sheet, follows |Reads assignment sheet, follows |Reads assignment sheet, follows |
|purposefull|sheet was not completely read. |directions and completes assignment. |directions and completes |directions and completes |
|y |Content is unacceptable. Final |Final product demonstrates little |assignment. Final product |assignment. Final product |
| |product demonstrates no work has |work has been proofread based on |demonstrates most work has been |demonstrates all work has been |
| |been proofread. |number of errors. There are many |proofread. The majority of the |proofread. All parts of |
| | |either incomplete sections or parts |assignment is done in the correct |assignment are done in the |
| | |of the assignment not done in the |format. |correct format. |
| | |correct format. Weak content within | | |
| | |the assignment. | | |
| | | | | |
|Write |Writing is disorganized. Grammar, |Writing could be more clear and |Clear and organized writing. Few |Clear and organized writing. No |
|effectively|spelling, punctuation or |organized. Many grammar, spelling, |grammar, spelling, punctuation or |grammar, spelling, punctuation or|
| |capitalization errors are |punctuation or capitalization errors.|capitalization errors. |capitalization errors. |
| |unacceptable. Did not proofread. |Needs to improve editing skills. Word|Demonstrates acceptable editing. |Demonstrates extremely careful |
| | |selection, word choice and sentence |Demonstrates good word selection, |editing. Demonstrates excellent |
| | |structure could be improved. |varied word choice and varied |word selection, varied word |
| | | |sentence structure. |choice and varied sentence |
| | | | |structure. |
|Communicate|Student did not communicate |The communication of ideas and |The communication of ideas and |The communication of ideas and |
|effectively|effectively in writing or orally |information within the project are |information within the project are|information within the project |
| |throughout the duration of this |not very clear and misunderstood by |somewhat clear and understood by |are clear and easily understood |
| |project. Final product |the audience. Communicates an unclear|the audience. Communicates a |by the audience. Communicates a |
| |demonstrates an unacceptable |message to a specific audience. |somewhat clear message to a |clear message to a specific |
| |ability to communicate | |specific audience. |audience. |
| |effectively. | | | |
|Identify, |Does not demonstrate the ability |Demonstrates the ability to use and |Demonstrates the ability to use |Demonstrates the ability to use |
|analyze, |to use or apply technology |apply technology appropriately some |and apply technology appropriately|and apply technology |
|and solve |appropriately. Unable to use |of the time. Sometimes uses software |most of the time. Most of the time|appropriately. Always uses |
|problems |software to indentify, analyze or |to solve problems. |uses software to solve problems. |software to solve problems in an |
| |solve software problems. | | |appropriate manner. |
|Demonstrate|Poor behavior. Disruptive to other|Classroom behavior needs to be |Classroom behavior was acceptable.|Classroom behavior was superior, |
|s Respect |students. Lack of respect is |improved. Needs to act in a more |Acts respectful in the classroom |professional, and a model of how |
|for Others |demonstrated in the classroom. |respectful way in the classroom. |on most occasions. |the teacher would like students |
| |Comments show a lack of respect |Needs to continually be spoken to | |to behave. Demonstrates |
| |and courtesy |regarding behavior or attitude. | |self-respect and respect for |
| | |Demonstrates inability to pay | |others at all times. |
| | |attention when others are speaking. | | |
| | | | | |
|Works |Unable or unwillingly to work |Needs improvement in the area of |Works independently or |Works independently or |
|Independent|independently or cooperatively |working independently or |cooperatively with others most of |cooperatively with others all of |
|ly and |with others. Unable to stay on |cooperatively with others. Able to |the time. Able to accomplish most |the time. Able to accomplish all |
|Cooperative|task. . Inattentive and not |accomplish few assigned tasks. Has a |assigned tasks. Stays on task |assigned tasks. Stays on task |
|ly (Stays |involved during a majority of the |difficult time staying on task. Often|most of the time. Attentive on |all of the time. Engaged and a |
|on Task) |project. |inattentive and not involved with |most occasions. |productive member of class. |
| | |team. | |Always involved and attentive |
| | | | |with team. |
| | | | | |
| | | | | |
“Board Game” Assignment – 400 Points.
You are to individually create, design and develop all aspects of a board game that could be played in our class. Your game will be authentic and original.
Minimum Requirements:
• Actual game will include physical board and game pieces that are appealing and creative for your intended target market. Only a die or dice can be reused from an existing game.
• Create a one page document that clearly states:
o Name of game
o Target market for game
o State packaging of game
o Reasons why target market would purchase game
o Reasons why players of game would enjoy the game
o Why your game is a “good game” and a “fun game”
• One page typed document that clearly states objective of game, suggested ages for game play and game directions
| | | | |Points |
|Task |0 - Beginning |60 - Developing |80 - Focused |100 - Exemplary | |
|Prepared to Test |Does not have any |Has few parts of game | |Prepared to test game in class on due |90 |
|Game with actual |components of game. |completed. | |date. Has game pieces, board or other | |
|board, game pieces | | | |game components so that students can | |
|to prove concept |Not prepared to test | | |play game. | |
|and details. |game in class on due |Not prepared to test game | | | |
| |date. |in class on due date. | | | |
| | | | | | |
| |0 PTS |54 PTS | | | |
| | | | |90 PTS | |
|Actual Game & |Did not create an actual|Few aspects of game have |Some aspects of game |Completes all three parts of this |210 |
|Required Documents |game or very limited |details. Meets few |have details. Meets |assignment in a comprehensive manner. | |
| |game details. Meets very|requirements stated under |some or many of |Game is appealing and creative for | |
| |little to no |“Exemplary”. |requirements stated |target market. Game is fun to play, | |
| |requirements stated | |under “Exemplary”. |challenging, and entertaining. Game | |
| |under “Exemplary”. | | |would absolutely appeal to target | |
| | | | |market. Tremendous amount of game | |
| | | | |details. | |
| | | | | | |
| | | |120 PTS |210 PTS | |
| |0 PTS |90 PTS | | | |
|Works Independently|Unable or unwillingly to|Needs improvement in the |Works independently or |Works independently or cooperatively |100 |
|and Cooperatively |work independently or |area of working |cooperatively with |with others all of the time. Able to | |
| |cooperatively with |independently or |others most of the |accomplish all assigned tasks. Stays | |
| |others. Unable to stay |cooperatively with others.|time. Able to |on task all of the time. Engaged and a | |
| |on task. |Able to accomplish few |accomplish most |productive member of class. | |
| | |assigned tasks. Has a |assigned tasks. Stays | | |
| | |difficult time staying on |on task most of the | | |
| | |task. |time. | | |
| | | | |100 PTS | |
| | | | | | |
| |0 PTS |60 PTS |80 PTS | | |
|Total | | | | |400 |
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/200pts
%
All teens in the world
Market: US teenagers who listen to music
Target Market: Hingham boys and girls, ages 13-19, who listen to 1-2 hours of music daily, who own an ipod and shop online.
Target Market
Price
Promotion
Place
Product
Target Market
Price: $16,000; lease payments of $199 per month
Promotion: Use of hip younger Caucasian men in television commercials driving to work like they’re on a race track; Web site has video of car driving through financial district of major US city (Boston); Internet promotion with discount;
Target Market:
• Caucasian men
• Ages 22-27
• Income $25k-$45k per year
• First car buyers
• Live within 10-15 miles of McGee Toyota in Hanover
• Rent or live at home with parents
• Commute at least 40 minutes to work each day – want 30 mpg
• Want a reliable car
• Education: college degree
• v{±ùú * < = êÖ±֟?~o?~^L>- hyÖhyÖCJOJ[?]QJ[?]^J[?]aJh£'ÃCJOJ[?]QJ[?]^J[?]aJ#hyÖhyÖ>*[pic]CJOJ[?]QJ[?]Active lifestyle
• Want to feel confident driving a cool car - a sporty look – car reflects self
Product: 26/32 mpg; multiple exterior colors (sporty), touch screen navigation system, auxiliary audio jack, hands-free phone capability via Bluetooth® wireless &ipod compatible technology, roof racks, 5-year 50k mile warranty
Place: McGee Toyota in Hanover; lease vehicles to major financial service companies in Boston; donate one as a shuttle service to Stonehill College; Available on McGee Toyota web site
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