‘

Thought for the day:

“Business has only two functions - marketing and innovation.”

3.1 Role of Marketing (3.1.1)

Market Segmentation(3.1.4)

Mass & Niche Marketing(3.1.5)

&Market Research

(3.1.2)

Pg 123 - 133

HomeworkYEAR Year 9 iGCSESUBJECT Business StudiesTOPICS Business Activity to achieve objectives:

Section Two: 3.1 Marketing - 20% Assessment Three

TASK TYPE

Creating a Business Plan

CRITERIA

Knowledge and Understanding (AO1) Skills (AO2 & AO3) Communication (AO4)

DUE DATE

Section Two: Marketing - 19th August 2013 To come:Section Three: Marketing – 7th of October 2013

Target Learning Objective Who? Keywords

• Describe the role of marketing.• Knowledge and understanding of how market

research can be carried out Understand the difference and significance of mass

and niche markets in terms of size and customer needs

ALLD-C

(AO1)

ConsumersCustomersMarket-orientatedMarket segmentMass marketNiche marketProduct-orientatedBiasClosed questionsDesk researchMarket researchMultiple-questionsOpen questionsPrimary researchQuestionnaireSecondary resear4ch

• Understand the concept of a market orientated

business• Show awareness of the use of market research

information to a Business• Understand how a business carries out market

research; limitations of market research• Knowledge of the difference between primary and

secondary research, advantages and disadvantages of each

• Understand the factors that influence the accuracy of market Research

MOSTC-B

(AO2 & 3)

• Appreciate the need for market research• Appreciation of the reasons why market research

data might be inaccurate or of limited useAppreciate the difference between mass marketing

and niche marketing

SOMEA

(A04)

Starter:What is the role of marketing?

Activity: Identify some marketing strategies of businesses using newspapers, magazines, students’ experiences and so on.Marketing Market orientated?Product oriented?

The Market – can be identified in serval ways…

Consumer markets for products being bought by individual consumers

Mass markets – large number of consumers

Commercial markets for goods and services bought by business and other organisations

Market for individual goods & services

Niche markets consisting of smaller number of consumers for a more specialised product

Learning Objective:

3.1.1 Role of marketing

Describe the role of marketing

Understand the role of marketing in a business

Marketing

• The process of getting customers interested in the product…. Through…

• Research of customer needs, promotion, selling and distribution of products.

Market SizeMarket size represents all the sales

of companies in a market.-Volume-Value

NB: helps to think about the size of the market as it helps you tell whether the market is growing or shrinking (and how fast) as well as being the basis for calculating market share data.

Market Growth

-Measures how fast a given market is expanding.

Market Share-measures what proportion of the total market’s

sales is held by one organisation.

ACTIVITYPg 125Business in context

Niche MarketingLearning objective:•Appreciate the difference between mass marketing and niche marketing•Understand the difference and significance of mass and niche markets in terms of size and customer needs

Niche vs Mass Marketing

Niche Marketing - What is it?What is the advantage of supplying a niche market?Pg 124

Market Segmentation• 3.1.4 Market segmentation (purpose and• methods)

• Understand how and why market segmentation is carried out

• Show how markets can be segmented according to age, socioeconomic groupings, location or gender

• Demonstrate an understanding of why such segmentation can be of use to a business

• Select and justify a method of segmentation appropriate to given circumstances

Market SegmentationWhat is it?How can markets be segmented?What is the advantage for a business?Pg 124

Extension Activity: 21.1

TIP: ‘When thinking about segmentation, who you are selling to will have a big influence on the price and the product, and how and where it is sold’

• http://www.youtube.com/watch?v=ntX9xeDgDo8

• Pg 124

Market orientation

Product Orientation

What is marketing?

- Pg 125

- What is it?- What activities does it include?

Extension: pg 126 'Exemplar question'

MARKET RESEARCH

Learning Objective:

3.1.2 Market Research (primary and secondary)

Appreciate the need for market research

Understand the concept of a market orientated business

Show awareness of the use of market research information to a businessUnderstand how a business carries out market research; limitations of market research

Knowledge of the difference between primary and secondary research, advantages and disadvantages of each

Knowledge and understanding of how market research can be carried out

Understand the factors that influence the accuracy of market research

Appreciation of the reasons why market research data might be inaccurate or of limited use

Think about it…..

• As long as the business is successful there is no need to do market research….

• http://www.youtube.com/watch?v=vZYlhShD2oQ (launch – APPLE)

Activity

• Pg 128

Level 1,2,3,4

Carrying out market researchBullet point main points:

What do you need to know?

How will you find it out?

-pg 129

Market research·

Activity

In pairsDiscussNote

.What is primary research?

What methods are used?

Note the main types and their advantages and disadvantages(teacher prep – grid jumbled up and students stick in book)

DISADVATAGES OF Primary (pg 132)

Activity

In pairsDiscussNote

.What is Secondary research?

What methods are used?

DISADVATAGES OF secondary (pg 132)

Target Learning Objective Who? Keywords

• Describe the role of marketing.• Knowledge and understanding of how market

research can be carried out

ALLD-C

(AO1)

ConsumersCustomersMarket-orientatedMarket segmentMass marketNiche marketProduct-orientatedBiasClosed questionsDesk researchMarket researchMultiple-questionsOpen questionsPrimary researchQuestionnaireSecondary resear4ch

• Understand the concept of a market orientated

business• Show awareness of the use of market research

information to a Business• Understand how a business carries out market

research; limitations of market research• Knowledge of the difference between primary and

secondary research, advantages and disadvantages of each

• Understand the factors that influence the accuracy of market Research

MOSTC-B

(AO2 & 3)

• Appreciate the need for market research• Appreciation of the reasons why market research

data might be inaccurate or of limited use

SOMEA

(A04)

PlenaryLevel achieved_____

What do you now know as a result of today’s lesson?

What are your areas for improvement? What are you going to do about this?