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

1. The
Marketing
Mix
Unit 3: Introduction to Marketing

2. Before we begin…
Phones off and in bags
Get water before class
Toilet breaks only in break time
No one leaves the class

3. 1. Pick one category of products
2. State which products cost the most/least?
3. Identify where are these products sold?
If you finish then...
4. Explain how the cost/value of the products
affected by the packaging, promotion and
place of sale?
Starter

4. Which is most expensive?
Why?

5. Which is most expensive?
Why?

6. Be able to develop a coherent marketing mix
1. State the 4Ps
2. Explain the objectives of developing MM
3. Explain the need for cohesion in MM
4. Explain use of benefits and features of products for customers
5. Select appropriate pricing strategies
6. Justify a chosen distribution channel
7. Develop a promotional mix for a chosen product
Some people will be able to target a specific group of people and justify their
reasons for choice

7. Product

8. Price

9. Place

10. Promotion

12. Read your article &
● Explain which you think is better,
Aldi or Waitrose? Why?
● Find 3 people who agree with you
and create 10 reasons to shop at
Waitrose/Aldi
● Present back to the group
● As a group which is the better and
why?
Daily Mail
AOL Money
BBC
Express
Guardian
Guardian - Life
and Style

15. Introduction (12 mins)
1. Explain the Marketing Mix concept
2. Describe the 4 Ps of marketing
3. Describe the extra Ps that make up the 7 Ps
4. Compare the 4 Cs of Marketing to the Ps of
Marketing
Extension
Which is the most important and why?

16. Product (10 mins)
1. Define the terms; Product, Brand
2. Explain the term Unique Selling Point/Differentiation
3. Explain the term Adding Value
4. Explain the difference, for customers of features and
benefits
Extension
Give examples for each term

17. Market Growth
Market Share

18. Market Growth
Market Share

19. Market Growth
Market Share

20. Product Portfolios (15 mins)
1. Explain the term product portfolio/Boston Matrix
a. Create one for your chosen business
2. Explain why this is important for a business/marketing
3. Describe the Product Life Cycle
4. Identify how this affects the Marketing
Mix
Extension
Explain which is the best and why

21. Explain how price & demand are influenced by
1. Customers
2. Competitors
3. Costs
4. Raw materials
10 mins
Extension Which element has the most influence, why?

22. Define the following terms:
1. Penetration Pricing
2. Price Skimming
3. Promotional Pricing
4. Destroyer Pricing
10 mins
Extension Compare the pricing strategies and apply to a
business of your choice

23. Identify the advantages and disadvantages of
selling through:
1. Retailers
2. Wholesalers
3. Telesales and mail order
4. Internet selling and e commerce
12 mins
Extension “The internet is killing the high street”
Create an argument to say if you agree or disagree with this

24. Promotion (15 mins)
Define and give examples and benefits of:
1. Sales promotions
2. Personal selling
3. Direct marketing
4. Advertising
Extension For a chosen product justify your choice of a type
of promotion

25. Aims and Objectives, can you..?
1. State the 4Ps
2. Explain the objectives of developing MM
3. Explain the need for cohesion in MM
4. Explain use of benefits and features of products for customers
5. Select appropriate pricing strategies
6. Justify a chosen distribution channel
7. Develop a promotional mix for a chosen product
Target a specific group of people and justify their reasons for choice
Develop a coherent marketing mix

26. Plenary
Before we look at the assessment, ask one
question based on today’s session

27. Create a Marketing Mix for... 20 mins

28. Extension
Select a target group for your product and
justify your choice