Marketing 11 - Marketing Concepts

PRESCRIBED LEARNING OUTCOMES

It is expected that students will:

• describe how marketing and consumer behaviour influence each other
• analyse how changes in economic, political, social, cultural, and legal factors influence marketing
• distinguish retail marketing from other forms of marketing
• identify the social, legal, and ethical issues involved in marketing products and services
• describe the impact of other countries in a global economy on business in British Columbia

SUGGESTED INSTRUCTIONAL STRATEGIES

• Arrange for students to interview business representatives on various marketing issues (e.g., how they market their products or services to their customers; how economics, competition, and technology have affected their marketing practices). Have students prepare and deliver short presentations on the results of their interviews. As students present, they add their information to a classroom chart showing types of businesses, marketing practices used by each, and the consumer's role in each.
• Invite an advertising representative and a consumer advocate to discuss with the class the moral, ethical, and legal issues associated with Canadian advertising standards (e.g., truth in advertising, advertising to children). Then ask students to design advertising campaigns for a product or service, using information from the discussion.
• Have students gather several years of data on British Columbia's international trade. Ask them to construct timelines to summarize their findings on changes in value, products, and trading partners. Then have them make presentations to the class, using graphics, showing how trends such as increasing ethnic diversity and evolving public opinion affect the marketing of products made or sold in British Columbia.
• Invite students to learn consumer and marketing issues from a personal perspective. Ask them to select an item (e.g., portable stereo system) and investigate their purchase options at several businesses. They may also want to research their legal rights when they purchase items and discuss how government is involved in consumer transactions.

SUGGESTED ASSESSMENT STRATEGIES

• As students contribute to a classroom chart showing types of businesses, related marketing practices, and the consumer's roles, record evidence that they can distinguish between marketing for retail businesses and marketing for other businesses. Also note the extent to which they recognize the ways different types of businesses use marketing to:
  • identify customer needs and design products and services to meet those needs
  • communicate information about products and services to potential customers
  • provide products and services in places and at times that meet customers' needs
  • set prices to reflect costs, competition, and customers' abilities to pay
  • ensure customer satisfaction before and after sales
• When students design advertising campaigns, look for evidence that they:
  • develop convincing profiles of these markets
  • relate the products or services to the needs and desires of the target markets
  • describe how advertising strategies will reach these markets
  • make connections between advertising claims about products or services and Canadian advertising standards
• As students discuss how trends in society affect businesses in British Columbia, note evidence that they recognize how changes in demographics, environmental concerns, or the economy affect purchasing decisions both locally and globally.

• Contemporary Marketing Plus, Eighth Edition
• Marketing Today: A Retail Focus, Second Edition

• The Advantage: Service Quality
• Marketing Products and Services
• Marketing Services
• Retail Realities
• Secrets of Selling: How Stores Turn Shoppers into Buyers
• Supermarket Persuasion: How is Food Merchandised?

• Canadian Marketing in Action, Third Edition
• Exploring Business: A Global Perspective
• Marketing, Canadian Edition

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