Marketing CTE

Module 1: What is Marketing?

Learning Outcomes Content Guide

1. De ne marketing.

2. Identify the seven core functions of marketing.

3. Explore how the marketing mix (4 p’s of marketing) contributes to successful marketing.

4. Explore marketing and nd examples of marketing.

Lesson 1 Core Functions of Marketing

ACTIVITY: The Amazing Marketing Success Story of X-Chair

After reading about Tony's journey through the Seven Core Functions of Marketing, identify an
example of each function from the story.

Function Example

Market Planning “Tony wanted to meet his customers’ requirements

for a more comfortable o ce chair.”
Marketing Information “He went to an industrial design rm and asked them
Management
to design an ergonomically comfortable o ce chair.
They built a chair with dynamic variable lumbar (DVL)
support, multiple semipermeable panels that allow
positive air ow, and multiple adjustment levers that
would meet the requirements of an unlimited variety
of body types: tall, medium, short, narrow, and wide.”
Pricing “Tony assessed the acceptable price range for an
o ce chair of $300–$900 and o ered a 10%
introductory discount to stimulate sales.”
Product Service “He listened to what his customers were saying
Management
about traditional o ce furniture. It was stylish and
beautiful but uncomfortable, especially for those who
sat at a desk all day. It looked good but felt terrible.
Tony wanted to meet his customers’ requirements for
a more comfortable o ce chair.”

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Promotion “He also organized a network of brokers, distributors,

wholesalers, and retail sales agents to market and
sell this new product.”
Product Channel “He used high-quality materials that would allow a
Management
15-year limited warranty.”
Selling “Tony assessed the acceptable price range for an
o ce chair of $300–$900 and o ered a 10%
introductory discount to stimulate sales. Today, Tony
Mazlish is the founder and CEO of X-Chair, the most
successful evolution in o ce furniture in over a
century”

Lesson 2 Principles of Marketing

ACTIVITY: Doorbot

After reading about the Doorbot situation and watching the video, identify an example of each of the
four principles of marketing from the story.

Principle Example
Product Jaime created the doorbot because customers wanted a way to see who was at
the door without needing to open it. In order to do any marketing it is essential to
create a product. This was Jaime’s product, and why he made it.

Price He wants to sell each unit for $199 each, he spends $81 to make one. He used
his online store to sell directly. In order to make a successful product the price
must make the company pro t but it also must be worth it for the customers. Pice
is very important for marketing, if it is too high then people won’t buy it and if it too
low the company makes no money.
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Place He made his own website to sell on but also wanted to expand to sell at retailers
like Staples. Later Amazon become a subsidiary. Where the product gets sold is
very important to the marketing because it directly correlates with the success. For
example the marketing for a website is different then a store.

Promotion Doing a pitch on Shark tank is a way to promote this product. People who watch
the show may become interested in the product. As well adding Amazon as a
subsidiary is helpful because they already have promotional techniques.
Promotion is what will make the business successful, so it is very important.
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Lesson 3 Careers in Marketing

ACTIVITY: Explore Careers

After exploring indirect and direct careers, select two careers from each category (four careers total)
and explain what you nd interesting or appealing.

Career Personal Interest

Brand manager I think I could be successful as a brand manager because I am well
organized. I think it would be interesting to be responsible for a
whole brand not just one part, that way I could work with many
different components.

Media agent Being a media agent would be interesting because you get to work
with the media. I nd all media interesting. Especially looking at how
each message is perceived. I think it would be cool to get to manage
those topics and appearances.

Content marketer I think that content marketing is interesting because you get to
express many different ideas. I also nd the copyright rules
interesting and the difference between copyright and inspiration. This
could be an interesting and ful lling job.

Social media marketing Similar to a media agent I nd social media interesting. This could be
coordinator cool to only focus on social media. Again the same things about
media agent interest me with social media. I also think it would be
very interesting to see how social media develops over the years.
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