Marketing 12 - Marketing Strategies

PRESCRIBED LEARNING OUTCOMES

It is expected that students will:

• describe how organizations make decisions about product, place, price, and promotion
• compare strategies used to market products and services in various domestic and international market sectors
• demonstrate sales practices used in business-to-business marketing
• use the results of marketing research to develop an international marketing strategy
• design marketing strategies to meet buyer demands in the international marketplace

SUGGESTED INSTRUCTIONAL STRATEGIES

• Have students attend a trade show and analyse how the marketing methods used to target other businesses differ from those targeting consumers. Challenge them to analyse the effectiveness of the marketing techniques for various business sectors.
• Encourage students to learn about marketing strategies by studying local businesses. Assign activities such as the following:
  • Students select BC companies that sell products in both domestic and international markets. They contact the companies and compare the strategies used for marketing within and outside of Canada. Then they research a specific international market and develop a strategy to enhance a company's international sales.
  • Students invite sales and purchasing agents from local businesses to participate in a panel discussion on how their organizations choose goods and services to purchase. The class then discusses how the organizations' processes differ from consumer decision making.
  • Students work in groups to identify local companies that use the Internet to market their products, services, or ideas. Each group reports on how its company uses the technology successfully.
  • Students role-play vendor-supplier interactions based on their analysis of business-to-business marketing strategies.
• Provide students with examples of primary, secondary, and tertiary industries. Invite the class to choose a product that might be marketed to a secondary industry. Ask students in groups to develop plans to market to the secondary industry sector, including recommendations on product, place, price, and promotion. Have them share their plans and discuss how their approaches would be similar and different for the primary or tertiary industry sectors.

SUGGESTED ASSESSMENT STRATEGIES

• Have students research the nature of industrial purchasing to justify the statement: "Industrial purchasing behaviour is more complex than the consumer decision-making process." As they present their justifications, note evidence that they recognize:
  • the various roles involved in industrial purchasing decisions
  • the steps involved in a purchasing decision
  • the priorities that tend to influence industrial purchasing decisions
• Ask students in groups to develop marketing plans to address differences in purchasing motives of institutional, industrial, and consumer segments for a specific product. Note the extent to which they:
  • acknowledge the relative importance of product features for each market segment
  • justify the elements of their plans based on characteristics of the market segment
• Invite each student to find a product of interest for sale on the Internet and contrast on-line marketing with other strategies used to market the product (e.g., television, radio, print). Ask students to identify the most effective strategies for marketing those products to various market segments (national and international, industrial and consumer) and to justify their decisions. Note the extent to which they can:
  • describe how effectively the different strategies allow marketers to reach the target market and perform ongoing marketing analysis
  • describe the effect of the various marketing strategies on decisions regarding distribution, packaging, display, servicing, and handling
  • identify advantages and disadvantages associated with different marketing strategies
  • provide reasoned support for their positions

• Advertising & Marketing Checklists, Second Edition
• Contemporary Marketing Plus, Eighth Edition
• Culture Clash: Managing in a Multicultural World
• The Global Marketing Imperative
• The International Business Book
• Media Messages: Using Video, Print, Radio and Mixed Media
• State of the Art Marketing Research

• The Advantage: Service Quality
• International Marketing
• Marketing Products and Services
• Marketing Services
• Secrets of Selling: How Stores Turn Shoppers into Buyers
• Supermarket Persuasion: How is Food Merchandised?
• Venture: Service, Ha!

• Marketing, Canadian Edition

Previous Page Next Page

  BC Ministry of Education Home Page