Business Marketing

1. Business Marketing
For High School
By Donald Hamilton

2. Standards and Benchmarks

3. Business Marketing – Career and Technical Education Standards

4. Knowledge
• 1. Students will understand Marketing and why it exists
• 2. Students will identify the four main objectives of Marketing
• 3. Students will identify Market size and how it is measured
• 4. Students will accurately interpret Market Share
• 5. Students will interpret aspects of Market and Product orientation
• 6. Students will discuss and manufacture their own Marketing Plan
• 7. Students will describe Business Ethics
• 8. Students will describe Porter’s Five Forces Analysis
• 9. Students will read and interpret Marketing Objectives
• 10. Students will participate in Qualitative Market Research

5. Skills
• 1. Students will begin by understanding why Marketing exists and how it addresses people’s needs
and wants and makes customers want to buy the products of a particular business.
• 2. Students will learn and ensure they have a firm grasp of the 4 P’s in Marketing (Products, Price,
Place, & Promotion).
• 3. Students will diagram measure Market Size by considering Customer Base, Barriers to Entry, &
Location.
• 4. Students will calculate Market Share, while enabling growth and preventing recession and or
plateauing.
• 5. Students will discuss the differences between Product and Market Orientation, along with
discussing similarities between product and service based Marketing Orientation.
• 6. Students will manufacture a unique and genuine Marketing Plan ensuring they address all aspects
of the Marketing Mix.
• 7. Students will research and interpret Business Ethics by role playing with ethical based scenarios
and Group Think.
• 8. Students will analyze Porter’s Five Forces Analysis and implement this into their Marketing Plans.
• 9. Students will read and interpret Marketing Objectives by amending their existing Marketing Plans
to include clear objectives for their specific market.
• 10. Students will participate with their Group/Team to conduct Qualitative Market Research, where
they will identify marketing activities and discover attitudes of potential/existing customers.

6. Relevance
The heart of your business success lies in its marketing. Most aspects
of your business depend on successful marketing. The overall
marketing umbrella covers advertising, public relations, promotions
and sales. Marketing is a process by which a product or service is
introduced and promoted to potential customers. Without marketing,
your business may offer the best products or services in your industry,
but none of your potential customers would know about it. Without
marketing, sales may crash and companies may have to close.
For a business to succeed, the product or service it provides must be
known to potential buyers. Unless your business is known in the
community and have communication with your customers readily
available, you have to use marketing strategies to create product or
service awareness. Without marketing, your potential customers may
never be aware of your business offerings and your business may not
be given the opportunity to progress and succeed. Using marketing to
promote your product, service and company provides your business
with a chance of being discovered by prospective customers.

7. Pretest

8. Directions: Please select the response that best answers the question by circling the letter of the response.
1. This is made up of 5 different strategies called product, price, place, promotion, and people.
a. Marketing Concept
b. Strategy Mix
c. Marketing Mix
d. Promotional Mix
2. Which of the following is an arrangement made with other manufactures to combine resources that create additional sales for both parties?
a. Product Sample
b. Promotional Tie-in
c. Premium
d. Incentive
3. Making changes to the product or service is an example of what strategy?
a. People
b. Product
c. Price
d. Place
4. ___________ are paid forms of non-personal communication with an identified sponsor
a. Channels of Distribution
b. Advertisements
c. Promotions
d. Sales Promotions
5. Presentation is _________ of the selling process.
a. Step 1
b. Step 2
c. Step 3
d. Step 4
e. Step 5
6. __________ describes where a target market lives.
a. Demographics
b. Psychographics
c. Geographics
d. Product Benefits
7. A strategy that identifies the target market is called.
a. Product
b. Place
c. People
d. Promotion

9. 8. The approach step is __________ of the sales process.
a. Step 1
b. Step 2
c. Step 3
d. Step 4
e. Step 5
9. Determining Wants and Needs is __________ of the selling process.
a. Step 1
b. Step 2
c. Step 3
d. Step 4
e. Step 5
10. Suggestion Selling is _________ of the selling process.
a. Step 1
b. Step 2
c. Step 3
d. Step 4
e. Step 5
11. __________ describe personal characteristics of a target market.
a. Demographics
b. Psychographics
c. Geographics
d. Product Benefits
12. $0.99 is an example of what strategy?
a. Product
b. Price
c. Place
d. Promotion
e. People

10. 13. Which of the following is an activity that is designed to create a favorable image toward a business?
a. Public Relations
b. Promotions
c. Publicity
d. Personal Selling
14. __________ describes the behavior of a target market.
a. Demographics
b. Psychographics
c. Geographics
d. Product Benefits
15. How customers are informed about a product utilizes what strategy?
a. Product
b. Price
c. Place
d. Promotion
e. People
16. The path a product takes from producer to consumer is called __________.
a. Channels of distribution
b. Product development
c. Product width
d. Product depth
17. Which of the following is a short term incentive offered to customers to encourage buying?
a. Public Relations
b. Sales Promotions
c. Publicity
d. None of the above
18. A form of promotion in which a product is featured in special events, television, or movies is called what?
a. Incentive
b. Premium
c. Product Placement
d. Product Sample
20. A ______ is a specific group of people that a product is aimed at.
a. Target market
b. Demographics
c. Market
d. Promotions

11. Prezi Assignment

12. Prezi is a great, artistic alternative to PowerPoint for designing creative presentations.
We are going to learn how to use and design our own Prezi-tations!
1) Go to www.prezi.com
2) Sign up for an account – free version
3) Click on New Prezi
4) Find a template or use blank and create an 8 slide presentation on your Summer
Break– what you did, where you went, anything interesting that happened... include
photos, text, video or music if you’re savvy explore the different features!
5) When you are finished or to Save click Present.
6) Mouse over the top right of your Prezi and click on the Share button. Choose the
mail icon and email Mr. Hamilton your presentation.

13. 5 4 3 2 1
Prezi Concept
Fully understands
how to create a
Prezi-tation
Has basic
understanding of
how to create a
Prezi-tation
Needs work in
creating a Prezi-
tation; assignment
incomplete
Information
Relevant and
Clearly
understandable
information
Basic information
with solid
understanding
Student seems
confused,
information is not
easily understood
Presentation
Clear & Concise
information,
presented like a
professional
Solid information
conveyed, solidly
engaged audience
Student did not
engage audience,
seemed confused,
not clear
Organization
Information is
presented in a
logical and orderly
manner that
enhances
comprehension.
Information is
presented in a
somewhat logical
and orderly
manner.
Information is not
presented in an
illogical and
disorderly manner
that impedes
comprehension.
Mechanics
Few spelling,
grammar and
punctuation
errors that do not
impede
comprehension.
Some spelling,
grammar and
punctuation
errors that
generally do not
impede
comprehension.
Many spelling,
grammar and
punctuation
errors that
impede
comprehension.

14. Written counts accurately correspond with presentation. 5 4 3 2 1 x2
Presentation is clear, concise and professional. 5 4 3 2 1 x2
Prezi-tation is creative and well thought out. 5 4 3 2 1 x2
Information is presented in an organized fashion 5 4 3 2 1 x1
Writing adheres to conventions of Standard English 5 4 3 2 1 x1
Total / 40

15. E-Commerce Proposal Assignment

16. The in-class assignment this week is to develop a 1-2
page proposal for a virtual business you are starting.
The proposal should include a description of your
website and the needs/wants that it meets of the
market.
 What is unique about your website?
 Who will be your main visitors to the site?
 How do you plan on getting people to visit your site?

17. 5 4 3 2 1
Marketing
Analysis
Thorough analysis
and Research
conducted
Student has a
solid
understanding of
the business and
market
Student did not
conduct research
or analysis, no
understanding of
business and its
market
Website
Website
completely in line
with product or
service
Solid website,
slight variations in
website versus
promotion
Website and
product and or
service do not
match
Proposal
Well articulated
and in-depth
proposal
Solid Proposal
with minor
changes needed
Complete re-do,
proposal does not
meet standards
for business
marketing
Organization
Information is
presented in a
logical and orderly
manner that
enhances
comprehension.
Information is
presented in a
somewhat logical
and orderly
manner.
Information is not
presented in an
illogical and
disorderly manner
that impedes
comprehension.
Mechanics
Few spelling,
grammar and
punctuation
errors that do not
impede
comprehension.
Some spelling,
grammar and
punctuation
errors that
generally do not
impede
comprehension.
Many spelling,
grammar and
punctuation
errors that
impede
comprehension.

18. Market Analysis is thorough and accurate 5 4 3 2 1 x3
Website matches the needs of the product/ Service 5 4 3 2 1 x2
Proposal is in-depth and easily understood 5 4 3 2 1 x3
Information is presented in an organized fashion 5 4 3 2 1 x1
Writing adheres to conventions of Standard English 5 4 3 2 1 x1
Total / 50

19. Creative Ad Assignment

20. 1. Create 2 print ads for a product(s), can be any form of
print ad (billboard, direct mail, magazine, newspaper).
2. Each ad should use a different approach (humor, scare
tactics, informational, sex appeal, desire, etc.)
3. Include an original headline, illustration, copy, and a
signature.
4. Be sure that your ad is appropriate for the target
audience you are trying to reach.
This assignment will be completed in class.

21. 5 4 3 2 1
Written Notation
Ad is accurately
notated.
Ad is mostly
accurately
notated.
Ad is inaccurately
notated or not
notated at all.
Analysis
Very insightful
analysis of why
the ad was
chosen
Some insightful
analysis of why
ad was chosen
Mostly
superficial
analysis of why
ad was chosen
Organization
Information is
presented in a
logical and
orderly manner
that enhances
comprehension.
Information is
presented in a
somewhat logical
and orderly
manner.
Information is
not presented in
an illogical and
disorderly
manner that
impedes
comprehension.
Mechanics
Few spelling,
grammar and
punctuation
errors that do
not impede
comprehension.
Some spelling,
grammar and
punctuation
errors that
generally do not
impede
comprehension.
Many spelling,
grammar and
punctuation
errors that
impede
comrehension.

22. Expressive Ad and accurately notated. 5 4 3 2 1 x1
Good insight is provided as to why the ad was chosen 5 4 3 2 1 x2
Information is presented in an organized fashion 5 4 3 2 1 x.5
Writing adheres to conventions of Standard English 5 4 3 2 1 x.5
Total x2 / 20

23. Promotional Marketing Assignment

24. This weekend please keep a log of all the ads and promotional
messages you encounter. Keep track of each television
commercial you see, coupon you use, or Internet ad that pops up
on your computer screen. Don't forget about the sales pitches
and publicity (news stories) as well. At the end of each day, look
at your list and identify it as a product promotion or and
institutional promotion.
 Think about how each message affected you, were your
purchasing decisions influenced? If so, how?
 Did anything cause you to think differently about a company,
organization, idea, or issue?
 Be prepared to discuss in class on Monday.

25. 5 4 3 2 1
Quality of Example
Ads are accurately
depicted with in-
depth analysis and
insight
Ads are accurately
depicted with solid
analysis and insight
Ads are not
accurately depicted
with no analysis or
insight
Specificity of
Example
Write-up very clearly
describes the
location of the
example in the
source, and it is very
clear that the
student has actually
found one.
Write-up somewhat
clearly describes the
location of the
example in the
source.
Write-up does not
clearly describe the
location of the
example in the
source, and it is
unclear whether the
student actually
found one.
Insight
Write-up shows lots
of insight as to what
the Ad is promoting
and why
Write-up shows
some insight into
why the Ad is
promoting and why
Write-up shows very
little insight into why
the Ad is promoting
and why
Mechanics
Few spelling,
grammar and
punctuation errors
that do not impede
comprehension.
Some spelling,
grammar and
punctuation errors
that generally do not
impede
comprehension.
Many spelling,
grammar and
punctuation errors
that impede
comprehension.
Organization
Writeup is presented
in a very organized
manner.
Writeup is presented
in a somewhat
organized manner.
Write-up is
presented in an
unorganized manner.

26. The example is evident in the source material and is clearly an Ad. 5 4 3 2 1 x1
The write-up clearly describes the location of the example, proving that the
student actually found an example. 5 4 3 2 1 x1
The write-up shows good insight into what the Ad is promoting and why 5 4 3 2 1 x2
The write-up adheres to the conventions of Standard English. 5 4 3 2 1 x1
The writeup is presented in a logically organized manner. 5 4 3 2 1 x1
Total / 30

27. Compare and Contrast Assignment

28. For this assignment, you will listen to two pieces of music and compare and contrast them with
Beethoven’s Symphony no. 5. (It is advised that you choose one movement of the symphony to compare
and contrast with rather than its entirety so that the assignment is not too large.) One must be from the
Classical time period, they other may be any classical piece from any other time period.
You will write a report on your findings. You should discuss:
• What does Symphony no. 5 have in common with the Classical piece? What is different?
• What does Symphony no. 5 have in common with the other piece you chose? What is different?
• What might two of the pieces have in common that is different from the other one? What is the
same in all three?
• What is unique about Symphony no. 5?
When determining similarities and differences, you may want to consider:
• Key(s) (major/minor)
• Instrumentation
• Form
• Tempo
• Any noteworthy compositional techniques
• Anything else you notice
Your report should be 4-6 pages in length using Times New Roman 12pt font, double-spaced. You will
have two weeks to complete this assignment.

29. 5 4 3 2 1
Piece Selection
Two pieces for
analysis include
one classical
piece and one
other piece
Two pieces for
analysis do not
include one
classical piece
and one other
piece
Fewer than 2
pieces other
than the
symphony were
analyzed
Classical Piece
Analysis
Similarities and
differences
between the
symphony and
the Classical
piece are
discussed on an
insightful level
Some similarities
and differences
between the
symphony and
the Classical
piece are
discussed on a
fairly superficial
level
Few or no
similarities and
differences are
discussed
between the
symphony and
the Classical
piece
Other Piece
Analysis
Similarities and
differences
between the
symphony and
the other piece
are discussed on
an insightful
level
Some similarities
and differences
between the
symphony and
the other piece
are discussed on
a fairly
superficial level
Few or no
similarities and
differences are
discussed
between the
symphony and
the other piece

30. 5 4 3 2 1
Uniqueness
Analysis
Some aspects of
what makes
Symphony no 5
unique are
discussed
Few aspects of
what makes
Symphony no 5
unique are
discussed
No aspects of
what makes
Symphony no 5
unique are
discussed
Organization
Information is
presented in a
logical and
orderly manner
that enhances
comprehension
Information is
presented in a
somewhat logical
and orderly
manner
Information is
not presented in
an illogical and
disorderly
manner that
impedes
comprehension
Mechanics
Few spelling,
grammar and
punctuation
errors that do
not impede
comprehension
Some spelling,
grammar and
punctuation
errors that
generally do not
impede
comprehension
Many spelling,
grammar and
punctuation
errors that
impede
comprehension

31. Two pieces other than Symphony no. 5 are chosen to analyze, one classical piece
and one of another style or genre. 5 4 3 2 1 x1
Similarities and differences between Symphony no. 5 and the classical piece
are insightfully discussed. 5 4 3 2 1 x3
Similarities and differences between Symphony no. 5 and the other piece
are insightfully discussed. 5 4 3 2 1 x3
Aspects of what makes Symphony no. 5 unique are insightfully discussed. 5 4 3 2 1 x3
Information is presented in a logical and organized manner. 5 4 3 2 1 x1
Writing adheres to the conventions of Standard English. 5 4 3 2 1 x1
Total / 60

32. Program Notes Assignment

33. Read the three provided sets of program notes to Beethoven’s Symphony No. 5 (which will be provided).
Using them as an example, write your own set of program notes to Symphony No. 5. They may include:
Biographical information on the composer
Where and when he lived
Who influenced him and whom he influenced
Other famous works
Information about the piece, such as:
When it was written
Where it was premiered
Information on the musical and social context of the time period
Public reaction (when it was written and in the present day)
Musical commentary (how the piece sounds); you may address:
Instrumentation
Form
Any other pertinent compositional techniques you notice
Any other relevant information regarding the composer, piece, etc.
Remember, the goal of program notes is to aid audience members in their understanding and
appreciation of the piece. Be sure all of your information aims toward this end.
You will need to conduct outside research and analyze this information in order to complete this
assignment. Be sure to use footnotes for any information that is not yours and include a bibliography
using Chicago style citation. This assignment should be between two and three pages double-spaced in
length (not including the notes and works cited pages), Times New Roman 12-point font. Be sure it is
well organized and adheres to the conventions of Standard English. You will have two weeks to
complete this assignment.

34. 5 4 3 2 1
Content – Composer
Substantial
information on the
composer is
presented that
greatly enhances
understanding of the
piece.
Some information
on the composer is
presented that
somewhat enhances
understanding of the
piece.
No information on
the composer is
presented.
Content –
Composition
Substantial
information on the
piece is presented
that greatly
enhances
understanding of it.
Some information
on the piece is
presented that
somewhat enhances
understanding of it.
No information on
the piece is
presented.
Content – Musicality
Substantial
commentary on the
musical aspects of
the piece is
presented that
greatly enhances
understanding of the
piece.
Some commentary
on the musical
aspects of the piece
is presented that
somewhat enhances
understanding of the
piece.
No commentary on
the musical aspects
of the piece is
presented.

35. Research
Outside information
is used effectively
and analyzed;
citations and
bibliography entries
are correct.
Outside information
is used; most
citations and
bibliography entries
are correct.
No outside
information is used;
citations and
bibliography entries
are incorrect or not
present.
Organization
Information is
presented in a logical
and orderly manner
that enhances
comprehension.
Information is
presented in a
somewhat logical
and orderly manner.
Information is not
presented in an
illogical and
disorderly manner
that impedes
comprehension.
Mechanics
Few spelling,
grammar and
punctuation errors
that do not impede
comprehension.
Some spelling,
grammar and
punctuation errors,
that generally do not
impede
comprehension.
Many spelling,
grammar and
punctuation errors
that impede
comprehension.
5 4 3 2 1

36. Substantial information on the composer enhances understanding of piece 5 4 3 2 1 x3
Substantial information on the piece enhances understanding of piece 5 4 3 2 1 x3
Substantial commentary on musical elements enhances understanding of piece 5 4 3 2 1 x3
Research is used and analyzed effectively and accurately 5 4 3 2 1 x2
Information is presented in an organized fashion 5 4 3 2 1 x1
Writing adheres to conventions of Standard English 5 4 3 2 1 x1
Total /65

37. Performance Evaluation Assignment

38. For this assignment, you will be listening to three different versions of
Beethoven’s Symphony no. 5 and deciding which is the best.
First you will need to create an evaluation system, like a rubric, with several
different criteria that you believe make up a good performance. You should
include at least five criteria. When coming up with them, think about what is
related to the performance rather than the composition (i.e., tuning, tempo,
being together, etc.).
Then you will find three different versions of one movement of Symphony no.
5. Look on the internet, and you will probably be able to find three pretty
easily. Use the evaluation system you created to judge the three
performances, then determine which is the best overall.
Lastly, write a roughly two page (Times New Roman 12pt font, double-spaced)
report on which one is the best and why.
Everything will be submitted at the same time. On the due date, you must
also electronically submit the three versions you listened to, either as audio
files or links. You will have roughly two and a half weeks to complete this
assignment.

39. 5 4 3 2 1
Evaluation
System
Five or more
criteria are used
that create a
diverse and
holistic view of
a performance.
Five criteria are
used that create
a somewhat
diverse and
holistic view of
a performance.
Fewer than five
criteria are used
that do not
create a diverse
and holistic
view of a
performance.
Evaluation
Implementation
Use of the
evaluation
system is
consistent and
creates an
accurate
impression of
the
performance.
Use of the
evaluation
system is mostly
consistent and
creates a
somewhat
accurate
impression of
the
performance.
Use of the
evaluation
system is
inconsistent and
creates an
inaccurate
impression of
the
performance.

40. 5 4 3 2 1
Report
The best
performance is
presented as
well as very
insightful
reasoning as to
why it is the
best.
The best
performance is
presented as
well as
somewhat
insightful
reasoning as to
why it is the
best.
The best
performance is
presented but
with little
reasoning as to
why it is the
best.
Organization
Information is
presented in a
logical and
orderly manner
that enhances
comprehension.
Information is
presented in a
somewhat
logical and
orderly manner.
Information is
not presented
in an illogical
and disorderly
manner that
impedes
comprehension.
Mechanics
Few spelling,
grammar and
punctuation
errors that do
not impede
comprehension.
Some spelling,
grammar and
punctuation
errors that
generally do not
impede
comprehension.
Many spelling,
grammar and
punctuation
errors that
impede
comrehension.

41. The evaluation system has at least five varied criteria that create a 5 4 3 2 1 x3
diverse and holistic view of performances.
The implementation of the evaluation system is consistent and provides an 5 4 3 2 1 x3
accurate view of performances.
The report presents the best performance with insightful reasoning as to why 5 4 3 2 1 x3
it is the best.
Information is presented in an organized fashion 5 4 3 2 1 x.5
Writing adheres to conventions of Standard English 5 4 3 2 1 x.5
Total x2 / 100

42. Post Test

43. Please select the response that best answers the question by circling the letter of the
response.
1. Symphony No. 5 by Ludwig von Beethoven was premiered in
A. 1770.
B. 1777.
C. 1808.
D. 1818.
2. The correct order of the sections in the Sonata Form is
A. Development, Exposition, Recapitulation.
B. Exposition, Development, Recapitulation.
C. Recapitulation, Exposition, Development.
D. none of the above.
3. Movement I. Allegro con Brio begins in a key and later modulates to a
key with the soli entrance of the horns.
A. minor, minor
B. major, minor
C. major, major
D. minor, major

44. 4. (Play II. Andante con Moto mm. 26-30) In this excerpt, a major change is heard in
A. dynamics.
B. key.
C. tempo.
D. none of the above.
5. (Play IV. Allegro Presto mm. 1-8) This excerpt is most likely in time.
A. 6/8
B. 3/4
C. 12/8
D. 4/4
6. The correct order of dynamics from loudest to softest is
A. mf, ff, f, p, mp, pp.
B. ff, f, mf, mp, p, pp.
C. ff, pp, f, p, mf, mp.
D. none of the above.
7. The Classical time period occurred in approximately the years
A. 1720-1850.
B. 1720-1820.
C. 1750-1820.
D. 1750-1850.

45. 8. Which of the following is the fastest tempo marking?
A. Presto.
B. Allegro.
C. Andante.
D. Scherzo.
9.
The articulation of this rhythm is correctly counted:
A. + 1 + 2.
B. + 2 + 1.
C. 1 + 2 1.
D. 1 2 + 1.
10. Which instrument is not heard in Symphony No. 5?
A. Violin
B. Clarinet
C. French Horn
D. Tuba

46. Please indicate whether each statement is true or false by writing a
capital T or F on the blank provided. Then, please correct all false
statements by crossing out the false information and writing the
correct information. Rewriting the entire sentence is not required.
11. I. Allegro con Brio is frequently found in popular media, such as
movies and television.
12. The beginning of IV. Allegro Presto is performed legato.
13. The Exposition section of the Sonata Form elaborates on
musical ideas that have already been established in the piece.
15.
This symbol is a crescendo.

47. 15.
These notes should sound smooth and connected.
16. (Play III. Allegro mm. 140-145) In this excerpt, both string and wind
instruments are heard.
17. Symphony No. 5 is music for music’s sake and does not tell a story.
18.
This measure is in 4/4 time.
19. The Sonata Form was first developed during the Classical Period.
20. (Play I. Allegro con Brio p. 9 m. 22) The instrument heard playing this
solo is the clarinet.

48. Please indicate your agreement or disagreement with each of the
following statements by circling a number next to each statement
(4=Strongly Agree, 3=Agree, 2=Disagree, 1=Strongly Disagree).
21. 1. I like listening to music. 4 3 2 1
22. I like playing music. 4 3 2 1
23. Learning about music history is important. 4 3 2 1
24. I know who Ludwig von Beethoven is. 4 3 2 1
25. I am familiar with Beethoven’s Symphony No. 5. 4 3 2 1
26. I can tell the difference between instruments by their timbres.
4 3 2 1
27. I like listening to classical music. 4 3 2 1
28. I know the time period in which Beethoven wrote. 4 3 2 1
29. I can identify a modulation by hearing it. 4 3 2 1
30. It is not important to know about form in music. 4 3 2 1

49. 31. I am good at counting rhythms. 4 3 2 1
32. Classical music is hard to understand. 4 3 2 1
33. Learning about music history will help me play music better.
4 3 2 1
34. It is important to think about why a composer wrote dynamics in music.
4 3 2 1
35. Classical music has no place in modern popular culture.
4 3 2 1
36. I do not feel the need to read the program notes paired with a
performance. 4 3 2 1
37. I feel confident judging whether a musical performance is good or bad.
4 3 2 1
38. Classical music is boring. 4 3 2 1
39. I can understand classical music easily. 4 3 2 1
40. I am excited to learn about music. 4 3 2 1