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‘
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?