Post on 15-May-2018
MARKETING
Supplementary Materials
Pedro Fernández Sánchez
INSTITUT Milà i Fontanals
CLIL Course Norwich Institute for Language Education
February-April 2011
PEOPLE
PLACE
PROMOTION
PRICE
PRODUCT
MARKETING
MARKETING Supplementary Materials
Pedro Fernández Sánchez 0 INSTITUT Milà i Fontanals
CONTENTS
UNIT 1: Introduction to Marketing .................. ........................................................... 1
Lesson 1: Getting started! ............................................................................... 1
Lesson 2: What’s marketing? Why is important? ..............................................
Lesson 3: Concept of Marketing Mix .................................................................
UNIT 2: The Marketing Mix (4Ps) .................... .............................................................
Lesson 1: Product .............................................................................................
Lesson 2: Price .................................................................................................
Lesson 3: Promotion .........................................................................................
Lesson 4: Place.................................................................................................
UNIT 3: Merchandising.............................. ...................................................................
Lesson 1: Merchandising & its elements...........................................................
MARKETING Supplementary Materials
Pedro Fernández Sánchez 1 INSTITUT Milà i Fontanals
TOPIC Marketing
UNIT 1 Introduction to Marketing
Lesson 1. Getting Started!
SUPPLEMENTARY MATERIAL WORKSHEET 1: Activating Prior Knowledge
MARKETING Supplementary Materials
Pedro Fernández Sánchez 2 INSTITUT Milà i Fontanals
ACTIVITY 2: MATCHING
1. BRAND a. It is the fact or process of losing (money)
2. CUSTOMER b. It is the process of increasing in amount, value or importance.
3. EARN c. It is a person or company that makes goods for sale
4. FEATURES d. Obtain (money) in return for labour.
5. GROWTH e. It is the money that a business obtains selling products.
6. LOSS f. The mass communication (TV, radio & newspapers)
7. MANUFACTURER g. Benefit, advantage, a financial gain
8. MEDIA h. A person who buys goods or
services from a shop or business
9. PROFIT i. It is the name, symbol or logo of a product.
10. REVENUE j. It is the characteristics of a
product (e.g. 14 megapixels – digital camera)
MARKETING Supplementary Materials
Pedro Fernández Sánchez 3 INSTITUT Milà i Fontanals
SUPPLEMENTARY MATERIAL WORKSHEET 1: Activating Prior Knowledge
Name:
Group: Date: ACTIVITY 4: MATCHING Work individually; match the words with their correct definitions.
Words Definitions
1. Place a. Money in coins or notes.
2. Storage b. Point-Of-Sale.
3. Goods c. How the product will be distributed.
4. Short-term d. Material objects that we can see and touch (e.g. mobile).
5. Cash e. The action or method of storing something for future use.
6. POS f. It is a period of time, a year or less than a year.
ACTIVITY 5: Fill in the gaps with the words from Activity 4. 1. I need to pay €1,000 to my bank in six months. I have a _____________ debt with my bank.
2. We paid €5 for the goods in _____________, not by credit card.
3. Isabel gives me a lot of books and I do not have enough _____________ space to put them.
4. The companies sell _____________ to earn money.
5. Businesses need to distribute their products; they need to _____________ them in the
shops.
6. The supermarkets’ offers are a good example of _____________.
MARKETING Supplementary Materials
Pedro Fernández Sánchez 4 INSTITUT Milà i Fontanals
Lesson 3.
Marketing mix
WORKSHEET 3: ACTIVITY 2: Applying Marketing mix Cou rse:
Name: Date: Fill in the gaps with the option in brackets. In the other gaps give your own answer. GOOD: _______________________________________
This is _______________________________________ (a new product / a product I like / an important product from the country I come from ) Product :
The company ____________________sells this good. It s characteristics are:
- It is __________________ (small / big / medium siz e)
- It is __________________ (easy to carry / difficu lt to carry)
- It is a __________________ product. (high quality / medium quality / low quality)
- It is used to:_____________________________and __ _________________________.
Price :
- The amount of money you need to pay for__________ ______is between_________
- It is ________________________product. (expensive / cheap)
Promotion :
The customers know about this good because:
- It is advertised: ______________ and ____________ ___. (on TV / in internet / in
magazines / on the radio / in posters / in cinemas)
- It has got___________________ publicity. (not many / some / a lot of)
- ____________________ people know about it. (Not many / Some / A lot of)
Place:
The good is distributed in:
- _________________________________. (Stores, super markets, webpage, kiosk, shops)
- Also_____________________________. (Franchising, Corte Inglés, teleshop)
MARKETING Supplementary Materials
Pedro Fernández Sánchez 5 INSTITUT Milà i Fontanals
TOPIC Marketing
UNIT 2 Marketing mix
Lesson 1. Product
SUPPLEMENTARY MATERIAL WORKSHEET 1: ACTIVITY 1: Dictation These two definitions need to be placed around the classroom so Ss are able to read them. If there are a lot of groups it might be necessary to copy the same definition two or three times so Ss are able to move freely to read the definitions.
Product: It is the good or service that satisfies the customer’s need and her desires to buy. It is the most important element.
Product differentiation: It is when a company chooses features which distinguish its product from others. For example: better location, selling price, design, functions…
MARKETING Supplementary Materials
Pedro Fernández Sánchez 6 INSTITUT Milà i Fontanals
UNIT 2 Lesson 1 SUPPLEMENTARY MATERIAL WORKSHEET 2: ACTIVITY 2: Product portfolio
NESTLÉ
Cereals Chocolate Dairy Culinary & Frozen
Ice creams Coffee Drinks
Fitness
Chocapic
Golden Grahams
Cheerios
Crunch Cereales
Kit Kat
Crunch
Caja Roja
Nestlé Noir
Dolca
After Eights
La Lechera
Sveltesse
Ideal
Maggi
Buitoni
Litoral
Solís
La Cocinera
Extreme
Nestle Gold
Maxibon
Nestlé
Pirulo
Nescafe
Nestlé Gold
Bonka
Dolce Gusto
Ricoré
Nestea
Nesquick
Eko
Viladrau
Aquarel
San Narciso
Vittel
Perrier
S.Pellegrino
MARKETING Supplementary Materials
Pedro Fernández Sánchez 7 INSTITUT Milà i Fontanals
TOPIC Marketing
UNIT 2 Marketing mix
Lesson 1. Product
SUPPLEMENTARY MATERIAL WORKSHEET 2 ACTIVITY 3: Product Life Cycle (PLC)
Product Life Cycle
Introduction
Growth
Maturity
Decline
It is the period of time from the introduction
until the withdrawal of a product.
The product is new; there are low sales and
slow growth.
There are high costs of developing, making and advertising the
product.
Usually the product makes a start loss.
Sales increase when more customers buy the product.
The production increases and costs fall (economies of scale).
Competitors enter the market when the product starts to make a profit.
The product reaches maximum sales and profits.
There is more competition until the market reaches saturation.
Sales and profit fall until the product makes loss.
Adverts’ objective: Inform customer
Adverts’ objective: Differentiate from other
products
Adverts’ objective: Maintain or increase
market share
Adverts’ objective: Remind customers
MARKETING Supplementary Materials
Pedro Fernández Sánchez 8 INSTITUT Milà i Fontanals
TIME (Years)
Product Life C ycle Curve
SA
LES
(E
uros
- €
)
MARKETING Supplementary Materials
Pedro Fernández Sánchez 9 INSTITUT Milà i Fontanals
TOPIC Marketing
UNIT 2 Marketing mix
Lesson 1. Product
WORKSHEET 3: Packaging & Brand
Name:
Group: Date: ACTIVITY 1: PACKAGING – FILL IN THE GAPS QUESTIONNAIRE
PRODUCT PACKAGING QUESTIONNAIRE
1. Why is the packaging of a product important?
It is important because it _____________________________________________ the product.
2. For what types of goods is packaging particularly important? Give two examples.
It is more important for ____________________________________Examples: chocolates, soft drinks
3. What characteristics should the packaging of a product have to make people buy it?
a) Easy to identify (e.g. Box of Chocolates Nestlé brand)
b) Inform about_________________________________________ packaging (e.g. soya milk)
c) Attractive (__________________________our product: e.g. fruit juice)
4. What characteristics should the packaging of a product have to be user-friendly after purchase?
a) Easy to open (___________________________)
b) Convenient to use (_____________________________e.g. tooth paste)
c) Ease of transportation and storage (______________________________)
Fill in the gaps above with the right sentences: - encourages buying
- its content for non transparent
- e.g. tetra pak, cans…
- helps to sell and to distinguish
- especially if we use often,
- e.g. water bottles
- Fast Moving Consumer Goods (FMCG)
MARKETING Supplementary Materials
Pedro Fernández Sánchez 10 INSTITUT Milà i Fontanals
WORKSHEET 3: Packaging & Brand
Name:
Group: Date: ACTIVITY 2: BRAND & BRAND STRATEGIES – FIND SOMEONE WHO KNOW…
Usually the product makes a loss.
‘WORDS CARD
� BRAND CONCEPT � BRAND CHARACTERISTICS � GLOBAL BRAND � Multi-brands � Individual brands � Product line brand � Second brand � Own-brands
‘WORDS CARD
� Brand concept � Brand characteristics � Global brand � MULTI-BRANDS � INDIVIDUAL BRANDS � PRODUCT LINE BRAND � Second brand � Own-brands
‘WORDS CARD
� BRAND CONCEPT � BRAND CHARACTERISTICS � GLOBAL BRAND � Multi-brands � Individual brands � Product line brand � Second brand � Own-brands
‘WORDS CARD
� Brand concept � BRAND CHARACTERISTICS � GLOBAL BRAND � MULTI-BRANDS � Individual brands � Product line brand � Second brand � Own-brands
‘WORDS CARD
� Brand concept � Brand characteristics � Global brand � Multi-brands � INDIVIDUAL BRANDS � PRODUCT LINE BRAND � SECOND BRAND � Own-brands
‘WORDS CARD
� Brand concept � BRAND CHARACTERISTICS � GLOBAL BRAND � MULTI-BRANDS � Individual brands � Product line brand � Second brand � Own-brands
‘WORDS CARD
� Brand concept � Brand characteristics � GLOBAL BRAND � MULTI-BRANDS � INDIVIDUAL BRANDS � Product line brand � Second brand � Own-brands
‘WORDS CARD
� Brand concept � Brand characteristics � Global brand � Multi-brands � Individual brands � PRODUCT LINE BRAND � SECOND BRAND � OWN-BRANDS
‘WORDS CARD
� Brand concept � Brand characteristics � GLOBAL BRAND � MULTI-BRANDS � INDIVIDUAL BRANDS � Product line brand � Second brand � Own-brands
MARKETING Supplementary Materials
Pedro Fernández Sánchez 11 INSTITUT Milà i Fontanals
‘WORDS CARD
� Brand concept � Brand characteristics � Global brand � MULTI-BRANDS � INDIVIDUAL BRANDS � PRODUCT LINE BRAND � Second brand � Own-brands
‘WORDS CARD
� Brand concept � Brand characteristics � Global brand � Multi-brands � INDIVIDUAL BRANDS � PRODUCT LINE BRAND � SECOND BRAND � Own-brands
‘WORDS CARD
� Brand concept � Brand characteristics � Global brand � Multi-brands � Individual brands � PRODUCT LINE BRAND � SECOND BRAND � OWN-BRANDS
BRAND CONCEPT (1)
Is a name (pronounced), symbol, logo (image), slogan or design that distinguishes a seller’s goods or services in the market.
BRAND CONCEPT (1)
Is a name (pronounced), symbol, logo (image), slogan or design that distinguishes a seller’s goods or services in the market.
BRAND CHARACTERISTICS (2)
- Short
- Easy to remember
- Associated with product characteristics
- Sometimes we use a brand to talk about a product
BRAND CHARACTERISTICS (2)
- Short
- Easy to remember
- Associated with product characteristics
- Sometimes we use a brand to talk about a product
GLOBAL BRAND (3)
When the company uses the same name for all the products.
GLOBAL BRAND (3)
When the company uses the same name for all the products.
MULTI-BRAND (4)
When we use more than one brand. There are three types.
MULTI-BRAND (4)
When we use more than one brand. There are three types.
INDIVIDUAL BRANDS (5)
We use a different brand for each product.
MARKETING Supplementary Materials
Pedro Fernández Sánchez 1 INSTITUT Milà i Fontanals
INDIVIDUAL BRANDS (5)
We use a different brand for each product.
PRODUCT LINE BRAND (6)
We use the same brand for similar products.
PRODUCT LINE BRAND (6)
We use the same brand for similar products.
SECOND BRAND (7)
Companies with an exclusive/luxury brand, they want to find another market segment (low price) to sell another brand.
SECOND BRAND (7)
Companies with an exclusive/luxury brand, they want to find another market segment (low price) to sell another brand.
OWN- BRANDS (8)
When big supermarkets sell their own products, made by other companies, at a lower price.
OWN- BRANDS (8)
When big supermarkets sell their own products, made by other companies, at a lower price.
MARKETING Supplementary Materials
Pedro Fernández Sánchez 13 INSTITUT Milà i Fontanals
SUPPLEMENTARY MATERIAL WORKSHEET 1: Lesson 2 ACTIVITY 1 MIND MAP – FILL IN THE GAPS
Name: Group: Date:
PRICE Mind Map
PRICE
Fi____ pr____
St________
Co______
Co_______ ba___
Ma____ Ba___
Co__ ba___
Cu = _________
Ma_____
Se_____ pr__ =
_____________
________
______ Law
QUANTITY (units)
Pric
e (€
-E
uros
)
Demand (curve)
Supply (curve)
Equilibrium
40 units (Qe)
€10
Pe
m
(40 units,€10)
F______ In_________
Lo___ Si____ Hi____
Pr___ sk______ or cr_____
Ps_________ pr______
Pe________ pr______
E.g. E.g.
Re_____ pr___ E.g.
Pr_____ pr___ E.g.
Pr___ on cu________ ex_________
Cr______ pr___ po___ E.g.
ma_____ le_______
MARKETING Supplementary Materials
Pedro Fernández Sánchez 14 INSTITUT Milà i Fontanals
Fill in the gaps of the ‘Price Mind Map’ with the following concepts: - Regular price
- Strategies
- Concept
- Market based
- market leader
- Competition based
- Selling price = Cu + mark-up
- Price on customer expectations
- Cost based
- Premium price
- Penetration pricing
- Similar
- Mark-up
- Lower
- Price skimming or creaming
- Cu = CFu + CVu
- Psychological pricing
- Critical price point
MARKETING Supplementary Materials
Pedro Fernández Sánchez 15 INSTITUT Milà i Fontanals
Lesson 3. Promotion
WORKSHEET 1: Promotion (or Promotion mix)
Name:
Group: Date: ACTIVITY 1: “ABCDE” OF ADVERTISING – THE 3/15 GAME TASK 1 – CONCEPT – OBJECTIVES – PRINCIPLES (ADVERTISING)
SOLUTION TASK 1 a) Concept of Advertising
Concept of Advertising: It is a message that compan ies (firms) send to inform customers and/or to persuade them to buy a product. It uses a channel of communication or media so you need to pay (cost).
SOLUTION TASK 1 b) Basic objectives (AIDA Model)
1) c 2) d 3) a 4) b
SOLUTION TASK 1 c) Principles of Advertising
Be SIMPLE Be CREATIVE Be REPETITIVE Be HONEST
MARKETING Supplementary Materials
Pedro Fernández Sánchez 16 INSTITUT Milà i Fontanals
TASK 2 – ADVERTISING MEDIA (PROS & CONS)
PROS CONS
TV
Radio
The Press
Poster & Billboards
Internet
MARKETING Supplementary Materials
Pedro Fernández Sánchez 17 INSTITUT Milà i Fontanals
− Can reach a lot of people − Can target customers − Good for mass-market products. − It is profitable 5
− It is very expensive 3
− It is short, dynamic & very repetitive − Low cost 10
− Can target listeners (only sound) − It has a smaller audience 1
− It is easy to target effectively. 8
− It is silent and static 6
− Have high visual impact − Many people see them 2
− Only see them for a few seconds − Limited information 4
− Global coverage − Low costs 7
− Security problems − Great competition 9
SOLUTION TASK 2 d) Advertising Media (Pros & Cons)
TV 5 3
Radio 10 1
The Press 8 6
Posters & Billboards 2 4
Internet 7 9
MARKETING Supplementary Materials
Pedro Fernández Sánchez 18 INSTITUT Milà i Fontanals
TASK 3 – STAGES TO DESIGN AN ADVERTISEMENT MESSAGE
A 3rd Ads message.
B - How much the firm wants to earn.
C - Target audience of the ads (it depends on the market segment), for example: small
car, low price.
D 2nd Advertisement strategies.
E - The business needs to know if the product has a market, raise interest for future
sales.
F - Media (the ads’ message depend on the media we choose), for instance:
magazines play with colour, shape; TV plays with sound, voice, music.
G - Show special qualities that the company has to offer.
H 1st Market research.
I - Define the market segment (customers we target).
SOLUTION TASK 1 e) Stages to design an advertisemen t message
H E D I B G A F C
MARKETING Supplementary Materials
Pedro Fernández Sánchez 19 INSTITUT Milà i Fontanals
SCORING TABLE:
Tea
m 1
N
AM
E:
Tea
m 2
N
AM
E:
Tea
m 3
N
AM
E:
Tea
m 4
N
AM
E:
Tea
m 5
N
AM
E:
Tea
m 6
N
AM
E:
Tea
m 7
N
AM
E:
Tea
m 8
N
AM
E:
Tea
m 9
N
AM
E:
Tea
m 1
0 N
AM
E:
TASK 1
a)
b)
c)
TASK 2
TASK 3
TASK Explanation
GROUP
MARKETING Supplementary Materials
Pedro Fernández Sánchez 20 INSTITUT Milà i Fontanals
ACTIVITY 2: GETTING TO KNOW PROMOTION MIX – INFORMATION GAP Text for student A
WHAT IS PROMOTION? WHAT IS THE PROMOTION MIX? The promotion or promotion mix explains (I)______________________________________. The promotion mix is divided into four main elements : Advertising, Sales Promotion, Personal Selling and Public Relations. Advertising is very important element of the promotion mix (as we have seen in Activity 1). Let’s talk about the other three elements. Businesses use Sales Promotion to produce a short-term increase in sales. There are four main reasons why we use Sales Promotion. Firstly, (II)___________________
___________________________. Secondly, (II)____________________________________
_________________________. Thirdly, companies want to reduce their stock surplus , which is the extra stock they cannot sell. Finally, we can use Sales Promotion to get some cash needs , to get some money (coins, notes). There are five examples of sales promotion : 1) special offers (buy one and get one free); 2) free gifts (you buy a product and you get a present); 3) sales (in January or August, 50% off); 4) discount vouchers (€5 off the next book you buy) or 5) free samples of the product. Personal Selling is (III)________________________________________________________ ______________. The sales person can satisfy better customers’ needs better.
The characteristics of Personal Selling are: 1) transmits the image of the company ; 2)
informs, persuades the customer to buy; 3) (IV)____________________________________
4) (IV)______________________________________________________________________.
The purpose of Public Relations is (V)____________________________________________
_____________________________________________. Public Relations can achieve its purpose via charity events , sponsorships , concert , conferences … Public Relations are used when: 1) the company wants to change or updates its image ; 2)
(VI)________________________________________________; 3) the company has been
discredited (bad reputation).
MARKETING Supplementary Materials
Pedro Fernández Sánchez 21 INSTITUT Milà i Fontanals
Text for student B
WHAT IS PROMOTION? WHAT IS THE PROMOTION MIX? The promotion or promotion mix explains how customers are informed about the product. The four main elements of promotion mix are: (I)_________________, _________________
__________, ______________________ and ____________________. Advertising is the most important element of the promotion mix, as we have seen in Activity 1. Let’s talk about the other three elements. Businesses use Sales Promotion (II)_____________________________________________. There are four main reasons why we use Sales Promotion. Firstly, in order to increase the market share of the company. Secondly, when the company has a new product or has a new use for an existing product. Thirdly, companies want to reduce their stock surplus , which means, to sell the entire product they store, not sold. Finally, we can use Sales Promotion to get some cash needs , to get some money (coins, notes). There are five examples of sales promotion : 1) (III)_________________________________;
2) (III)__________________________________________3) sales (in January or August,
50% off); 4) discount vouchers (€5 off the next book you buy) or 5) free samples of the
product.
Personal Selling is when there is a direct contact between the sales person and the customer. The sales person can satisfy better customers’ needs better. The characteristics of Personal Selling are: 1) (IV)________________________________;
2) (IV)_______________________________________________; 3) It has a quick response
from the customer and 4) the sales person needs to know the product very well.
The purpose of Public Relations is to improve and keep good relations between the company and the public. Public Relations can achieve its purpose via (V)___________________, _________________,
__________________, ____________________,… Public Relations are used when: 1) the company wants to change or updates its image ; 2)
the company wants to enter in a new market or 3) (VI)________________________________
_________________________________.
MARKETING Supplementary Materials
Pedro Fernández Sánchez 22 INSTITUT Milà i Fontanals
TEXT
WHAT IS PROMOTION? WHAT IS THE PROMOTION MIX? The promotion or promotion mix explains how customers are informed about the product. The promotion mix is divided into four main elements: Advertising, Sales Promotion, Personal Selling and Public Relations. Advertising is a very important element of the promotion mix (as we have seen in Activity 1). Let’s talk about the other three elements. Businesses use Sales Promotion to produce a short-term increase in sales. There are four main reasons why we use Sales Promotion. Firstly, in order to increase the market share of the company. Secondly, when the company has a new product or has a new use for an existing product. Thirdly, companies want to reduce their stock surplus, which is the extra stock they cannot sell. Finally, we can use Sales Promotion to get some cash needs, to get some money (coins, notes). There are five examples of Sales Promotion: 1) special offers (buy one get one free); 2) free gifts (you buy a product and you get a present); 3) sales (in January or August, 50% off); 4) discount vouchers (€5 off the next book you buy) or 5) free samples of the product. Personal Selling is when there is direct contact between the sales person and the customer. The sales person can satisfy the customers’ needs better. The characteristics of Personal Selling are: 1) It transmits the image of the company; 2) It informs, persuades the customer to buy; 3) It has a quick response from the customer and 4) the sales person needs to know the product very well. The purpose of Public Relations is to improve and keep good relations between the company and the public. Public Relations can achieve their purpose via charity events, sponsorships, concerts, conferences… Public Relations are used when: 1) the company wants to change or update its image; 2) the company wants to enter in a new market or 3) the company has been discredited (bad reputation).
MARKETING Supplementary Materials
Pedro Fernández Sánchez 23 INSTITUT Milà i Fontanals
Lesson 4.
Place
WORKSHEET 1: Promotion (or Promotion mix)
Name: Group: Date: ACTIVITY 2: SUMMARISING PLACE TEXT
4. Place. 4.1 Concept
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
4.2 Place functions a) Transport: ______________________________________________________________________
__________________________________________________________________________________.
b) Store: __________________________________________________________________________
___________________________________________________________________________________.
c) Customers’ information & advice: __________________________________________________
___________________________________________________________________________________.
4.3 Intermediaries a) Types:
− Wholesalers: _____________________________________________________________________
____________________________________________________________________________________
________________________________________________________________________________.
− Retailers: _____________________________________________________________________.
b) Functions: (they justify their added value)
- Physical distribution: ______________________________________________________________
___________________________________________________________________________________.
- Financing: _______________________________________________________________________
___________________________________________________________________________________.