This document provides an overview of marketing basics and key concepts. It defines marketing as the process of developing, promoting, and distributing products to satisfy customer needs and wants. The marketing concept aims to satisfy customers while achieving organizational goals. The marketing mix consists of the 4 P's - product, price, place, and promotion. Target marketing focuses all marketing decisions on a specific target market. The document reviews target markets, consumer needs and wants, positioning, and trends in marketing.

1. MAYNARD – Sports & Entertainment Marketing
TOPIC
Marketing Basics
ESSENTIAL
QUESTION
How can I satisfy customers?
NAME DATE
Mktg8175.010 explaine marketing as it relates to the SER industries
Mktg8175.011 Identify the components (P’s) of the marketing mix
AIM: Mktg8175.012 describe the marketing concept
Competencies & Mktg8175.013 explain the concept of target marketing
Related SOLs Mktg8175.014. Describe the marketing functions
English 10.4 The student will read and interpret informational materials
English 11.4 the student will read and analyze a variety of informational materials
English 12.4 the student will read and analyze a variety of informational materials including
electronic resources
HW: Study notes for quiz on Marketing Basics
Do Now: Marketing Basics pretest score – ____76.54________
Vocab Review
Match the terms with the definitions below (use text pages 6 – 11 as a resource).
1. Channel of distribution 2. Demographics 3. Market
4. Marketing 5. Marketing concept 6. Marketing mix
7. Needs 8. Target market 9. wants
a. the process of developing, promoting, & distributing products to satisfy customer’s needs and wants.
b. idea that organizations need to satisfy their customers while trying to reach their organizations goals.
c. consists of potential customer with shared needs who have a desire and ability to buy a product.
d. occur when people experience a lack of basic necessities such as food, clothing or shelter.
e. are things that people desire based on personality, experiences, or info about a product.
f. a specific group of consumer that an organization selects as the focus of its marketing plan
g. are statistics that describe a population in terms of personal characteristics
h. combination of four basic marketing strategies, known as the 4 P’s –product, price, place and promotion
i. the path a product takes from the producer to the consumer
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3. MARKETING BASICS
CLASS LECTURE NOTES
Term Definition/Details
Marketing Process of developing, promoting, and distributing
products or services to SATISFY customers
needs and wants
Marketing concept** Satisfy customers
Satisfy Customers On your own, describe what it means for a customer to be satisfied:
Think Pair Share *For them to get what they had asked for in your product
Discuss your description with a partner, be prepared to share with the class
Market All potential customers to share warrants and willingness to buy product
customer Buys the product
consumer Uses the product
Customer vs. Consumer On your own think of an example of a customer who is also a consumer (be
Think Share prepared to share with the class)
*If your product is food you are a customer and consumer
industrial Makes products to resell to consumers
Goods Tangible products, ex. Sports equipment
Services Intangible products, ex. Live concert
Goods & Services On your own think of an example of a company who sells both goods and services
Think Share (be prepare to share with the class)
*BestBuy, because they sell computers and have geek squad to help you with
the maintance
Approaches to sell Mass marketing & Market Segmentation
Market segmentation 1. Demographics – age, gender, income, job, ethnic background, education
2. Psychographics – attitudes, lifestyles, behaviors
3. Geographics – local, regional, national, global
4. Product benefits – ex. Shampoo for those with color treated hair vs. dry hair
Mass marketing Appeal to all audiences for basic products ex. Soda, chewing gum
Alike and Different On your own, describe yourself in the following categories
Age:17
Gender: male
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4. Ethnicity: white
Hobbies: football, sports, and outdoor activities
Music Style: rock, and some country
Create a list of your 10 favorite products
1. 360 games
2.shoes
3. movies
4.clothes
5. guns
6.footballs
7. tennis racket
8. hats
9.basketballs
10. sandles
With a partner create the T chart below comparing how you are alike and how you
are different
ALIKE DIFFERENT
*White *Cowboys
*Music *Football
*Mrs. Maynard’s class 2nd Year *Rock
Create a list of 5 products that you both like and could be “mass marketed” to both
of you
1. 360 games
2. movies
3. cell phone
4. Facebook
5. Ipod
Target Market** Focus all mktg decisions on a specific market of customers
Target Market With a partner, discuss
Pair Share Who do you think the target market is for following companies?
Food Lion – Family and middle income
Harris Teeter – couples and middle high income
Game Stop – single mid teens and up; low income
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5. Best Buy – family and middle up income
Taco Bell – couples and all incomes
McDonalds – family and low income
What clues can we find to help us?
*By what the place is best known for; and it’s whom I saw when I go to those
places
Marketing Mix** 4 P’s – Product, Place, Price, Promotion
Positioning Get people to think of a product in a certain way ex. Axe body spray – cool,
attractive
Positioning Pair Share 1 Discuss with a partner:
How is Gatorade trying to position its product?
*Directing it toward sports
What clues can you find?
*Commercials, advertisements, and where Gatorade came from
Positioning Pair Share 2 Discuss with a partner:
How is Dentine Ice trying to position its product?
*Twenties and up; middle high income
What clues can you find?
College people always have them
Needs Basic necessities such as food, clothing, shelter
Wants Things people desire, such as Gatorade (rather than just water)
Levels of Needs With a partner, come up with 2 – 3 products that meet the needs of each level of
Pair Share the pyramid:
Self actualization – 360 and News
Esteem – Nike shoes and Jordan bags
Love/Belonging – Wii and Trogans
Safety – Home lock security alarms, and Smith & Wiston
Physiological - Deer park, and S.V milk,
Buying motives The reasons you buy a product or service
Emotional motives Buying a product for reasons such as feelings and social status
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6. Rational motives Buying a product based on factual information and data
Trends in Marketing
Impact of technology Faster distribution
Ecommerce
Social responsibility Green products
REVIEW:
Identify the components of the marketing mix –
Product
Price
Promotion
Place
Describe the marketing concept –
Satisfy
Customers
Explain the concept of target marketing –
Group of
Customers
Focus
Decisions
ESSENTIAL QUESTION –
How can I satisfy customers?
1. Target market – know ___who they are, make decisions based on them
2. Marketing Mix/4 P’s
a. Product - quality products
b. Price -low price/value
c. Promotion - show them products they need and want
d. Place - convenient
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8. Reading for Understanding
Identify the 4 P’s of the Marketing Mix
Use the words below to complete the following notes outline
Marketing mix 4 P’s Product
Price Place Promotion
The Marketing mix is a combination of four basic marketing strategies, known as the 4 P’s – Product, Price,
Place, and Promotion.
To be effective, all Promotion in a marketing plan must focus on the target market.
Price decisions involved the goods, services, or ideas used to satisfy consumer needs. Designing, naming and
packaging a Product are major considerations. Example – Nike decides which styles of shoes to make and how
to package them.
Marketing mix also influences customer’s buying decisions. Factors to consider in pricing a product include the
cost of making the product, competition and the price the consumer is willing to pay. Example – Nike Prices its
running shoes from $70 to well over $100 depending on the target market it is trying to reach.
Place decisions involve making the product available to the customer. Thus, marketers must determine how and
where customers shop. For example, Nike products are sold at a retail store, online or by telephone.
Place decisions involve how the goods or services are communicated to the consumer. Products may use any
combination of advertising, sales promotion, publicity, and personal selling. For example, Nike uses ad is
magazines and commercials during sporting events along with its famous Just Do It slogan and endorsements
from athletes.
Describe the marketing concept
Use the words below to complete the following notes outline
Marketing concept Satisfy
The Marketing concept is the idea that organizations need to Satisfy their customers while also trying to reach
their organizations goals. Therefore, to be profitable, businesses must focus their efforts on customer’s needs
and wants.
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9. 2.Identify the 4 P’s of the Marketing Mix and Describe the Marketing Concept
Create a presentation, video, audio, comic strip, etc. with the following:
o the 4 P’s of the Marketing Mix
o pictures that describe each of the 4 P’s
o the definition for the Marketing Concept
o pictures that describe the marketing concept
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11. Reading for Understanding
Explain the Concept of Target Marketing
Use the words below to complete the following notes outline
target market mass marketing demographics
Satisfying customers is not an easy task. For example, each member of your
family may have a need for a pair of athletic shoes. Would everyone want exactly
the same shoe? Probably not, each type of shoe is designed for a smaller group of
people within the larger market for athletic shoes. This smaller or similar group is
called a target market. A target market is a specific group of consumers that an
organization selects as the focus of its marketing plan.
Mass marketing involves promoting products with one key message that is
directed to everyone.
Demographics are statistics that describe a population in terms of personal
characteristics. There are many characteristics, but some of the most common target
market categories include age, income, occupation, gender, ethnic background and
education levels.
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12. 3. explain the concept of Target Marketing
Choose a company of your choice and describe its target market
COMPANY GameStop
Who do you think the target market for this company is? (highlight your answers)
Demographics
Age range: Under 6 6-11 12-19 20-34 35-49 50-64 65+
Gender: Male Female
Family Size: 1-2 3-4 5+
Family Lifecycle: young, single; young married, no kids; young, married w/ kids Older, married w/ kids;
older, married, no kids under 18 older, single
Income Level: High Middle Low
Job: professional managers sales technical office farmer student retired homemaker unemployed
Ethnicity: Caucasian African American Hispanic AsianOther__________
Education: High School Some College Bachelors Masters +
Psychographics
Socail Class: lower class working class middle class upper middle upper upper
Personality: Happy Critical Detailed Organized Artistic Other__________
Lifestyles: Athlete Gardener Shopper Music Lover Other_________
Geographics
Location: Continent__North America_ Country_US_ Region _East Coast_ City _Charlottesville, VA_
Climate: cold warm hot dry wet
Density: urban suburban rural
Product Benefits
Occasions: regular special
Benefits: quality service cheap convenient
User Status: non user ex-user potential user first-time user regular user
Usage rate: light user medium user heavy user
Loyalty status: none medium strong absolute
Options:
Document - Write a detailed target market description
Presentation - Create a collage of pictures describing the company’s target market
Video/ Audio - Perform a song that describes the company’s target market
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