Resources for the TEKLA curriculum at Junior Secondary Topic 2 Marketing Mix

Strategies and Management – Extension Learning Element

Module E5 Marketing

Topic Overview
Topic Strategies and Management
E5 Marketing: Marketing mix– Introduction to 4 Ps
Level S3
Duration 3 lessons (40 minutes per lesson)

Learning Objectives:
1. Understand the concepts of marketing and marketing mix, and
2. Understand the concepts of product life cycle and its impacts on marketing mix.

Overview of Contents:
Lesson 1 Product
Lesson 2 Price and Promotion
Lesson 3 Place

Resources:
 Topic Overview and Teaching Plan
 PowerPoint Presentation

Suggested Activities:
 Class Discussion
 Group Discussion
 Debate in class
Resources for the TEKLA curriculum at Junior Secondary Topic 2 Marketing Mix
Strategies and Management – Extension Learning Element
Module E5 Marketing

Lesson 1
Theme Product
Duration 40 minutes

Expected Learning Outcomes:

Upon completion of this lesson, students will be able to:

1. describe what is a marketing strategy, and
2. describe and make a product strategy.

Teaching Sequence and Time Allocation:

Time
Activities Reference
Allocation
Part I: Introduction
 Teacher starts the lesson by introducing the PPT #2 3 minutes
concept of what is marketing.
Part II: Content
 Teacher explains the concept of marketing. PPT #3 3 minutes
 Teacher explains the concept of marketing mix – 4 PPT #4 – 6 8 minutes
Ps.
 Teacher explains the first component of 4Ps: PPT #7 – 9 6 minutes
product.
 Activity 1: Class discussion PPT #10 4 minutes
 Students are invited to share their views on
the brands.
 Teacher invites volunteers to present their
answers and provides feedback as appropriate and
guide students to consider the correlation
between products quality, design, etc. and
products differentiation
 Teacher continues to explain product strategy. PPT #11 2 minutes
 Activity 2: Debate PPT #12 6 minutes
 Which brand is more successful?
 Teacher concludes the debate. 2 minutes
 Teacher continues to explain product strategy. PPT #13 3 minutes
Part III: Conclusion
 Teacher concludes the lesson by reviewing the key 3 minutes
points covered.
Resources for the TEKLA curriculum at Junior Secondary Topic 2 Marketing Mix
Strategies and Management – Extension Learning Element
Module E5 Marketing

Lesson 2
Theme Price and Promotion
Duration 40 minutes

Expected Learning Outcomes:

Upon completion of this lesson, students will be able to:

1. describe and make a price strategy, and
2. describe and make a promotion strategy.

Teaching Sequence and Time Allocation:

Time
Activities Reference
Allocation
Part I: Introduction
 Teacher recaps the concept of marketing mix 3 minutes
Part II: Content
 Teacher explains the second component of 4Ps: PPT #2 – 4 8 minutes
price.
 Activity 1: Class discussion PPT #5 5 minutes
 Students are required to discuss the
appropriate pricing strategy for different
products
 Teacher goes through the answers with students PPT #6 2 minutes
and makes conclusion.
 Teacher explains price setting issues. PPT #7 5 minutes
 Teacher explains the third component of 4Ps: PPT #8 – 13 10 minutes
promotion.
 Activity 2: Class discussion PPT #14 4 minutes
 Students are required to give examples of
different public relations promotion methods
adopted by different brands.
 Teacher invites volunteers to present their
answers and gives feedback.
Part III: Conclusion
 Teacher concludes the lesson by reviewing the key 3 minutes
points covered.
Resources for the TEKLA curriculum at Junior Secondary Topic 2 Marketing Mix
Strategies and Management – Extension Learning Element
Module E5 Marketing

Lesson 3
Theme Place
Duration 40 minutes

Expected Learning Outcomes:

Upon completion of this lesson, students will be able to:

1. describe and make a distribution strategy, and
2. describe product life cycle and its impacts on marketing mix.

Teaching Sequence and Time Allocation:

Time
Activities Reference
Allocation
Part I: Introduction
 Teacher recaps the concept of marketing mix 3 minutes
Part II: Content
 Teacher explains the third component of 4Ps: PPT #2 – 6 14 minutes
place.
 Teacher describes product life cycle and its PPT #7 – 11 15 minutes
implication on marketing mix.
 Activity 1: In-class exercise PPT #12 3 minutes
 Students are required to apply the concepts
of product life cycle to different products.
 Teacher goes through the answers and makes PPT #13 2 minutes
conclusion.
Part III: Conclusion
 Teacher concludes the lesson by reviewing the key 3 minutes
points covered.
 Need: things that are necessary for living. Examples include the need for food, clothing,
warmth and safety.
Wants: things that are not necessary but we desire or wish for. Examples include luxury
goods, race car.

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Teacher explains to students the 4 major components of marketing mix, i.e. 4Ps.

5 6
Teacher can ask students to give any examples of product (goods such as car, mobile Teacher introduce the elements included in Product Strategy.
phone, services such as tourism industry, bank services etc.)

7 8
 Students may have different feelings about the brands. Teacher only requires to discuss
with students the concept and importance of quality, design and features of a product
which lead to product differentiation.

9 10
 There is no definite answer. Students are free to discuss and share their option and
views? The focus of the discussion is whether variety of products is good or not for a
brand.
Benefits of uniqueness of product include:
1. Competitive advantage occurs when an organisation acquires or develops a product
or attributes of products that allow it to outperform its competitors.
2. Economies of scale: the cost saving that enterprises obtain due to size, throughput,
or scale of operation, with cost per unit of output generally decreasing with
increasing scale.
Benefits of Product Variety include:
1. Satisfies a wide range of consumer tastes.
2. Successful product improvement by one firm encourages other firms to improve or
imitate, which will end up with more options for customers.

11 12
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Product positioning: whether the company would like to be a market leader on high‐end
products (charging higher price) or low‐end products (charging lower price).
Market share: should a company want to gain market share, a low price should be
charged (see price penetration in next slide).
Profitability: charge a higher price can lead to a higher profit.
They are inter‐related. E.g. a company wants to gain market share is willing to make
little profit by charging lower price than its competitors and differentiate its product in
different position from its competitors.

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 Advertising: through mass media such as advertisement on newspaper or television to
attract/encourage potential buyers to buy the product.
Personal selling: through direct contact such as face‐to‐face communication, personal
correspondence, or personal telephone conversation to promote the product and
persuade customers to buy. E.g. the use of a sales team.
Sales promotion: through the use coupons, product samples, and rebates etc. to
attract/encourage potential buyers to buy the product.
Public relations: according to Public Relations Society of America “public relations is a
strategic communication process that builds mutually beneficial relationships between
organizations and their publics.” E.g. arrange a press conference.

21 22
 Teacher introduces the most widely used mass media for promotion.

23 24
Face‐to‐face selling is a method of which a salesperson contacts prospective customers A free sample is a small portion of food or other products (for example, beauty products)
directly to promote the product and persuade them to buy. given to consumers in shopping malls or supermarkets to let them know the existence of
Telemarketing is a method of which a salesperson contacts prospective customers either the product and try out before purchasing it.
over the phone or arrange a subsequent face to face appointment over the phone to A discount coupon is a ticket, leaflet or document that customers can enjoy a lower
promote the product and persuade them to buy. price (discount) when purchasing a product.
A free gift with company logo/product is given to customers in order to enhance the
product awareness.

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A press conference is an event held by the company to introduce its new product to the Students are free to answers. It is good to show some examples to students for their
mass media. reference such as the press conference organized by Apple for its new model of iphone,
Exhibition/trade show is a promotion of the products in a booth where customers can an artist being the brand ambassador of a company’s product and the sponsor of a
buy or ask for information. concert by an insurance company.
Brand ambassador is through an appointment of a public known person such as an artist
to promote its products or services.
Sponsorship is financial or resources support to an event, activity, person, or
organisation in order to enhance the company image.
Word of mouth is any apparently informal communication about the product by users.

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 Mode of transport: the means of delivery e.g. by air, sea or land.
Warehousing & storage: the location and size of warehouse which facilitate the delivery
of goods.
Order processing: the process of picking, packing and delivery of the goods to customers.
Inventory control: the supervision of supply, storage and accessibility of items in order to
ensure an adequate supply to customers.

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Teacher explains the difference between direct and indirect distribution is the Storage: factories and retail stores often have limited storage space, because space costs
involvement of intermediary (agent) such as wholesaler and retailer between money. Wholesaler can provide warehouse to facilitate storage for both parties.
manufacturer and customer. Agent: can reduces contact cost between manufacturers and consumers because the
manufacturer does not require to maintain a sales team by itself. Moreover, an
independent agent is usually more experienced than in‐house representatives and need
less management and direction from the manufacturer.

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Retailer sells goods to consumers, as opposed to wholesaler who normally sells goods to Extended learning: slide 9‐14
another businesses (retailers).

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 Teacher can also use the same type of products to illustrate different stages in product
life cycle.
For example: Introduction (Google glasses – Head‐mounted display, HMD), Growth (3D
LED HD TV), Maturity (LCD HD TV), Decline (LCD TV).

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Resources for the TEKLA curriculum at Junior Secondary Topic 2 Marketing Mix
Strategies and Management – Extension Learning Element
Module E5 Marketing

Section A: Multiple Choice Questions (@1, total 10 marks)

1. The purpose of marketing is to _______ the customer needs with the company’s
capability.

A. create
B. develop
C. explore
D. match

Level of difficulty: *

2. Which of the following is not covered in the product strategy?

A. Quality.
B. Price.
C. Brand name.
D. Features.

Level of difficulty: *

3. The purpose of a product strategy is to:

A. offer goods or services at a low price.

B. offer goods or services to make profit.
C. offer goods or services that can satisfy the needs of the customers.
D. develop new products for competition.

Level of difficulty: *

4. The concern that a product is reliable and able to perform its intended function is
called:

A. Design.
B. Feature.
C. Quality.
D. Warranty

Level of difficulty: **

Classwork/Home Assignment P.1

Resources for the TEKLA curriculum at Junior Secondary Topic 2 Marketing Mix
Strategies and Management – Extension Learning Element
Module E5 Marketing

5. Which of the following is not covered in the pricing strategy?

A. Credit terms.
B. Discounts.
C. List price.
D. Public relations.

Level of difficulty: *

6. The price strategy which the price is always set at a low level is called:

A. Economy pricing.
B. Price penetration.
C. Price skimming.
D. Premium pricing.

Level of difficulty: **

7. Which of the following is covered in the promotion strategy?

(i) Advertising.
(ii) Discounts modes of sales promotion.
(iii) Personal selling.
(iv) Public relations.

A. (i) & (ii) & (iii)

B. (i) & (ii) & (iv)
C. (ii) & (iii) & (iv)
D. All of the above

Level of difficulty: *

8. Which of the following is not covered in the place strategy?

A. Distribution channels.
B. Logistics.
C. Coverage.
D. Payment method.

Level of difficulty: *
Classwork/Home Assignment P.2
Resources for the TEKLA curriculum at Junior Secondary Topic 2 Marketing Mix
Strategies and Management – Extension Learning Element
Module E5 Marketing

9. A distribution channel including manufacturer, wholesaler, retailer and consumer is

called:

A. Agency.
B. Direct distribution.
C. Indirect distribution.
D. Step distribution.

Level of difficulty: **

10. The sequence of stages of a product life cycle is:

A. Introduction, growth, maturity and decline.

B. Introduction, maturity, growth and decline.
C. Growth, maturity, decline, termination.
D. Introduction, maturity, decline, termination.

Level of difficulty: *

Classwork/Home Assignment P.3

Resources for the TEKLA curriculum at Junior Secondary Topic 2 Marketing Mix
Strategies and Management – Extension Learning Element
Module E5 Marketing

Section B: Short Questions (20 marks)

* 1. Briefly describe the four steps of applying the marketing mix. (4 marks)

*** 2. Explain which pricing strategy is appropriate if a company is going (8 marks)

to launch a new model of TV set with new and high technology.

** 3. What is the marketing strategy for a smart phone when it is in the (8 marks)
maturity stages of a product life cycle?

Classwork/Home Assignment P.4

Resources for the TEKLA curriculum at Junior Secondary Topic 2 Marketing Mix
Strategies and Management – Extension Learning Element
Module E5 Marketing

Suggested Solutions

Section A: MCQs

1. D 2. B 3. C 4. C 5. D
6. A 7. D 8. D 9. C 10. A

Section B: Short Questions

Question 1
(@1, total 4 marks)
There are 4 steps of applying marketing mix:
- The company chooses the product to meet the identified need of
the target customers.
- Set the price that is acceptable to both the customer and the
company.
- Make the target customers aware of the existence of the product.
- Use the right distribution channel to make the product available.

Question 2
(8 marks)
Price skimming is appropriate when a company is going to launch a
new model of TV set with new and high technology. The reason is
because the new model is less price sensitive at the beginning stage
and setting a price can let the company recover the development cost
and make profit quickly.

Question 3
(@2, total 8 marks)
- Product features are enhanced in order to differentiate the product
from competitors.
- Price may be reduced in response to competition.
- Promotion cost is increased to enhance the product differentiation.
- Placing is more intensive to compete in the market and incentive
may be provided to resellers in order to avoid losing sales channel.

Classwork/Home Assignment P.5