Shoppers Beware The power of marketing FINAL COPY.pdf

7/28/2019 Shoppers Beware The power of marketing FINAL COPY.pdf

1/36


2/36


3/36

Shoppers Beware: The Power of MarketingDebra Hendricks and Amanda Allen

Page 3 of 36

product. According to the Society of Consumer Psychology, consumer psychology

"employs theoretical psychological approaches to understand consumers" (Cherry,

2001, p.1).

As we study marketing and consumer behavior there are four main consumer

applications of consumer behavior to consider: Marketing Strategy, Public Policy, Social

Marketing, and Common Sense Buying. With Marketing Strategy, businesses want to

make every effort to present better marketing campaigns. For example, scheduling food

advertisements at a time of day when consumers are most likely to be hungry. Public

Policy involves the Federal Drug Administration taking steps to ensure the safety of

products before being sold to consumers. Social Marketing is just as important because

it involves getting ideas across to consumers instead of just selling them a product. In

other words, it gives consumers something to base their purchase upon. Lastly, you

have Common Sense Marketing. With Common Sense Marketing, consumers consider

the quantity, size, and price of items in order to get the better deal at the best price.

Regardless of the marketing technique or strategy, all businesses have one thing in

mind and that is the need to understand their consumers. With consumer knowledge,

businesses develop products and marketing campaigns that attract a specific audience;

an audience that will eventually purchase the product the business is offering.

Marketing research use a wide range of information to learn about the consumer

and their product preference. For example, according to Perreault, Cannon, & McCarthy

(2010), Marketing research involves analyzing consumers age, income, education

level, and tastes. With marketing research, there are a number of things to consider

about the consumers, for example:


4/36


Page 4 of 36

Who buys your products?

How will they buy?

When and where will they buy?

Why do they buy?

How do they respond to marketing stimuli? (Perreault, et al, 2010).

Marketing research is a must when it comes to marketing products; however, it has

some disadvantages. For one thing, it can be costly and require a lot of time to gather

data and information. The information can be bias and/or distorted, but overall

marketing research can be a very beneficial tool. The research allows companies to

know what they can design, and implement marketing strategies to satisfy the

customers (Perreault, et al, 2010). With both advantages and disadvantages,

marketing research is needed to provide focus and organization to marketing products

successfully.

Because of the marketing research, businesses realize that the habitual buying

habits of consumers are repetitious. According to Wood and Neal, (2009), Consumers

tend to buy the same brands of products across different shopping episodes, purchase

the same amount at a given retail store across repeat visits, and eat similar types of

foods at a meal across days (p.1). Knowing this information, the businesses know how

to market their product and create advertising campaigns. In other words, their

advertising will be geared strictly to enticing consumers into a particular product market.

Once customers are manipulated into repeatedly purchasing a product they are now

linked with increases in market share of a brand, customer lifetime valu e, and share of

wallet (Wood & Neal, 2009).


5/36


Page 5 of 36

A big part of marketing research and consumer psychology is store layout,

design, and visual merchandising. For example, the store layout and visual

merchandising contributes to consumer appeal. The exterior and interior design of a

store such as the lighting, music, displays, and anything to attract the senses of the

consumer is intended to persuade the customer to participate in the purchasing power

of products. According to Stanton (2011), there are three psychological factors to

consider in merchandising stores: Value/fashion image, angles and sightlines, and

vertical color blocking. Value/fashion image involves the businesses promoting certain

trends and fashions to a specific group of people. With angles and sightlines, the

businesses are setting up their stores to make them more viewable, with less space,

and easy access to consumers. Lastly, with vertical color blocking, the merchandise is

displayed in vertical bands of color to make the merchandise more appealing and

creates a visual effect that there is more merchandise for the consumers to purchase.

Department, grocery and convenient stores across the country use store layouts

and floor plans to entice consumers. According to Keller (2013), grocery stores create

a general flow to their stores that keeps customers efficiently moving through the aisles

and spending money. There is a definite science in every successful stores layout.

Going back to grocery stores, studies have been done that show that the placement of a

bakery, florist, or produce at the entrance of a store stimulates the senses, gives the

perception of freshness, and gives consumers confidence in the quality of the store.

High-demand items are often placed in the rear or in separate corners of a store. The

psychology behind the product placement: consumers will have to travel through other

aisles of products to get to the essentials. Strategically placing products on shelves has


6/36


Page 6 of 36

also been studied by consumer psychologists and marketing researchers. The cheaper

store and generic brands, along with bulk items, are located on the bottom shelves out

of eye sight. The middle shelves that are at eye level are designated for the best sellers

and leading brands. Gourmet, local and smaller brands are usually placed on the top

shelf. For stores that target consumers with kids, products for children are placed in

direct line sight for them. Therefore, businesses design their aisles and shelves based

on their target groups and the research conducted on their consumers.

Consumer psychology has been a specialty area for studying how consumers

actions emotionally and physically influence their purchasing choices. Consumers often

think they have the power when it comes to buying items because they look for sales

and search for the better buy and then make their purchase. However, in reality it has

been the businesses use of consumer psychology and marketing research which

analyze consumers' product preference and buying habits. With this information,

businesses have learned how to design floor plans and present merchandise in a way

to entice and persuade the consumer to purchase. The power is actually in the power of

science; the science which studies the psychological, emotional, and social needs and

habits of the consumer.


7/36


Page 7 of 36

CONNECTION TO THE THEME

As you know "Power" can have many meanings such as the force of something

or to possess control or authority, but in the marketing industry "power" is the ability to

influence and change the way a person thinks or feels about a product. In other words,

power and knowledge of human behavior and how one acts as it relates to sales and

products gives companies power to influence consumers' behavior without them even

realizing the effect.

A product alone will not sell or gain the desirable attention of a consumer, but

with the right marketing techniques and knowledge of consumer psychology, a business

can manipulate the consumers decision and buying preference. Consumer psychology

and marketing research are key concepts to helping businesses understand their

consumers and how to produce and market their products in order to gage a specific

audience. With this in mind, our unit "Shoppers Beware: The Power of Marketing" will

relate to the theme of "power" because marketing has become a great persuasive tool.

Businesses have already researched consumer behavior and spending habits. They

use this knowledge to plan their marketing strategies in order to market products to a

specific audience. They use powerful persuasive tools to appeal to the consumers

emotions and personal needs. With these techniques, consumers purchase products

without knowing why and sometimes products that they dont even need. All of this is

due to powerful marketing strategies use by the businesses to transform consumer

behavior, for example, changing the way the consumer thinks or feels about the

product.


8/36


Page 8 of 36

Along with marketing is product placement and floor layout which are other tools

to gain attention of certain products and solicit a purchase. Advertising is also another

way to have power or influence the consumers thinking and purchasing preference. For

example, advertising is geared strictly to enticing consumers into a particular product

market. Once consumers are manipulated into repeatedly purchasing a product, they

are now linked with increases in market share of a brand, customer lifetime value, and

share of wallet (Wood & Neal, 2009).


9/36


Page 9 of 36

TECHNOLOGY INTEGRATION

Technology has played a major role in the way businesses market products.

Technology has certainly made its presence known in many stores, for example, the

use of digital signs which businesses use to attract the consumers attention to market

certain products. Our unit, "Shoppers Beware: The power of marketing" asks students

to consider the many ways businesses use product displays and floor designs to entice

consumers to purchase. Businesses know in this fast pace society that their marketing

success is going to depend on technology, such as the internet and social media that

reveal knowledge of consumer behavior and how to present a product or service to

consumers. In this unit, students will venture into the broad scope of consumer

psychology and marketing research and learn the many tricks of the trade. To their

surprise, students will realize that all businesses organizations, department stores, and

supermarkets use some form of psychological strategies to influence the spending of

consumers.

In this unit, students will begin Day One by studying a photo of a checkout

counter display on the smartboard. This photo, followed by discussion questions, will

lead students into critically thinking about the design and setup of products within a

store. Also, on day one the students will view sections of a short video clip "Costco

Craze: Inside the warehouse giant." This gives students a real world example of the

effects of floor design, product placement, and consumer spending. Students will see

first-hand how the psychological behavior of consumers play a huge role in the success

of businesses as they think of ways to influence the spending habits of consumers. At


10/36


Page 10 of 36

the end of Day One, students will review their answers to the hook and make

connections with the photo and what they learned about from the video.

To provide further knowledge and understanding of the importance of floor

design and product placement, on Day Two, for the hook students will view Hobart

Virtual Grocery Store at the link http://www.hobartcorp.com/virtual-grocery-store/ . With

this virtual grocery store, students can view the floor plan of a grocery store and see

where everything is located. Students will be able to maneuver from one section to the

next and see colorful pictures of the merchandise. This will give them an idea of product

placement and how every arrangement is geared to entice consumers to make

purchases. This virtual grocery store gives students a hands-on experience with a

grocery store floor plan. This activity will also encourage students to think as they are

given questions in regards to placing certain departments in the front of the store versus

the rear. Also, students will be introduced to the power of the senses when designing a

store layout. Further support technology support will be supplied through a quick video

from http://www.youtube.com/watch?v=RjgkQ6bg7aE that will take you into a grocery

store. This video is very informative as it discusses the psychology used to manipulate

the supermarket environment to persuade us to enter, stay, and buy.

On day two, the students will usehttp://kwiksurveys.comto assess the marketing

plan template to complete their marketing plan. This plan will help students to determine

a target group as they prepare to create their floor plan. Also, On Day two, the students

will be exposed to SmartDraw. This is to prepare them for the rest of the week to create

their own floor plan and product display. This is an interactive tool that will introduce

students to various floor plan examples. Students will be able to select various charts
http://www.hobartcorp.com/virtual-grocery-store/http://www.hobartcorp.com/virtual-grocery-store/http://www.youtube.com/watch?v=RjgkQ6bg7aEhttp://www.youtube.com/watch?v=RjgkQ6bg7aEhttp://kwiksurveys.com/http://kwiksurveys.com/http://kwiksurveys.com/http://kwiksurveys.com/http://www.youtube.com/watch?v=RjgkQ6bg7aEhttp://www.hobartcorp.com/virtual-grocery-store/


11/36


Page 11 of 36

and floor plan options to create their own department store floor plan. SmartDraw will

allow students to have an electronic version of the floor plans and product displays

before making the hands-on model. SmartDraw will give students an opportunity to

demonstrate their creativity and their ability to navigate through various tools to create

their plans. SmartDraw will also help students to have a more accurate drawing of their

floor design while making it easier for students working in groups to complete the task.

On Day Three, students will follow their engaging hook activity with product

placement on shelves by watching a video from

http://www.youtube.com/watch?v=QQ20W1QGJmg. This video is an interview of a child

and her recent purchase of Dora the Explorer gummies at a grocery store. This

interview will show the power of product placement when geared to a specific target

group, such as children. SmartDraw will be used again on Day 3 and will continue on to

Day Four.

The resources within this unit are intended to help students to realize the power

of marketing and reveal to them the science involved in every purchase the consumers

make. With the technology that we have today, it makes it easier for students to see just

how they are being manipulated. At the same time, through the use of technology,

consumers are being persuaded to make choices they may not have made otherwise.

The technology that we have included puts the power in our hands as we are able to

show how consumers spend through the use of marketing strategies while making our

students more aware about their spending habits the next time they enter a store.
http://www.youtube.com/watch?v=QQ20W1QGJmghttp://www.youtube.com/watch?v=QQ20W1QGJmghttp://www.youtube.com/watch?v=QQ20W1QGJmg


12/36


Page 12 of 36

CONTENT OUTLINE

Shoppers Beware: The Power of Marketing

Debra Hendricks and Amanda Allen

IntroductionI. Marketers influence consumers with the knowledge of consumer psychology

A. Consumer psychology, the study of human behavior

1. Study of consumers thoughts, feelings, perceptions, and buying habits

2. The study of how consumers of various groups relate to products3. The study of how consumers' actions and behaviors influence behavior4. Consumer behavior is vital to the marketing style of businesses.

B. Marketing research, the information that links businesses, consumers,

customers, and marketers

1. Learning about consumers product preference2. Analyzing the age, income, education level, and tastes of the consumers.

3. Consumers response to stimuli4. The study of why, when, and how a consumer purchases5. Study of human nature of consumers

II. Marketing Strategies

A. Designing of warehouses and store layouts to influence consumers

1. Store design and target group

2. The importance of store design to market products3. The study of why, when, and how a consumer purchase products4. The knowledge of marketing strategies to satisfy the consumers

B. Visual merchandising

1. Present products and information to appeal to the five senses.

2. Attractive sales displays and retail floor plansIII. Marketing Plans

A. The importance of knowing your consumers, what you will sell, what type of

items will be high demand, and product placement

B. Students will be shown examples of market plans

C. Students will design their own market plans

1. Type of store that will be designed

2. Target group for which the store will be designed

3. Products that will be sold to the consumers

4. Placement of high demand items throughout the store

IV. Store design format and strategies

A. Store floor plans1. Straight floor plan

2. Diagonal floor plan

3. Angular floor plan

4. Geometric floor plan


13/36


Page 13 of 36

5. Mixed floor plan

B. Elements of visual merchandising

1. Balance of colors and shapes

2. Size of objects and packaging of items

3. Color schemes to attract consumers

4. Focal point within a store to attract consumers to travel more within it

5. Lighting and how it affects consumer purchasing

6. Simplicity and easiness of finding what consumers need

C. Show examples of visual merchandise

1. Photos from convenient stores

2. Photos from grocery stores

3. Photos from department stores

D. Provide students with examples of interior designs

1. Photos from convenient stores

2. Photos from grocery stores3. Photos from department stores

V. How to use SmartDraw to create a department store floor plan

A. The plan will consist of floor arrangements to engage consumers

B. The plan will consist of product placement

C. The interactive design will help to create the hands-on model


14/36


Page 14 of 36

LESSON #1Market ing: Kn ow ledge is Power!

I. DEFINE OBJECTIVES AND CONTENT

LESSON

OBJECTIVE

Students will be able to explain the various marketing strategiesand how businesses use these strategies to design their stores to

promote consumer spending.Students will be able to define consumer psychology and explainhow the knowledge can be used to promote consumer spending.

POINT TOPONDER

Once you enter a store, you are automatically influenced intomaking purchases.

ESSENTIALQUESTION

How can consumer psychology be used to create effectivemarketing strategies?

CONTENTOutline the contentyou will teach in

this lesson.

I. Marketers influence consumers with the knowledge of

consumer psychology

A. Consumer psychology, the study of human behavior

1. Study of consumers thoughts, feelings,

perceptions, and buying habits

2. The study of how consumers of various groupsrelate to products

3. The study of how consumers' actions andbehaviors influence behavior

4. Consumer behavior is vital to the marketing styleof businesses.

B. Marketing research, the information that linksbusinesses, consumers, customers, and marketers1. Learning about consumers product preferences2. Analyzing the age, income, education level, and

tastes of the consumers.3. Consumers responses to stimuli4. The study of why, when, and how a consumer

purchases5. Study of human nature of consumers

II. Marketing StrategiesA. Designing of warehouses and store layouts to

influence consumers

1. Store design and target group

2. The importance of store design to marketproducts3. The study of why, when, and how a consumer

purchase products4. The knowledge of marketing strategies to satisfy

the consumersB. Visual merchandising

1. Present products and information to appeal to the


15/36


Page 15 of 36

five senses.

2. Attractive sales displays and retail floor plans

II. PLANNING: KNOW / UNDERSTAND / DO

What 3 items areworth knowing?(Think about thecontent you haveselected. What isimportant forstudents toKNOW?)

After the lesson, students will know the following:

1. Students will know that the consumer psychology is very

important to businesses as they prepare marketing

strategies to sell their products.

2. Students will know the decision making of buyers that affect

a store's image and productivity.

3. Students will know the use of floor plans, product displays,

and visual images, and be able to form an opinion about

effective marketing strategies.

What are theenduringunderstandingsthat studentsshould take awayfrom the lesson?(Define the BIG

Ideas.)

After the lesson, Students should understand the following:

1. Students will understand the different ways consumers are

influenced to purchase without them even realizing that

they are under the power of marketing.

2. Students will understand that various strategies such as

floor design, product placement, the inclusion of

departments, buying in bulk, club memberships entice

consumers to spend their money.3. Students will understand that there is power in knowledge

in relationship to big businesses knowing their customers.

What 3 items areimportant forstudents to be ableto DO?(Define whatstudents should be

able to DO as aresult of yourlesson.)

After the lesson, students should be able to do the following:

1. Students should be able to define consumer psychology

and how it is utilized in promoting consumer spending.

2. Students should be able to describe the information that is

found through marketing research.

3. Students should be able to describe the techniques that

marketers use to promote consumer spending?


16/36


Page 16 of 36

III. PLANNING

HOOKDescribe howyou will grabstudents

attention at thebeginning ofthe lesson. BeCREATIVE.

TIME: 5 minutesThe hook will consist of the questions being posed:

Display the following picture of a register display and ask the students to

study the picture for a total of 30 seconds.

After removing the picture from the screen, ask the students to answer thefollowing questions independently on a given sheet of paper:

1. What items from the picture captured your attention?

2. What characteristics made those particular items appealing to you?

3. Of the items that attracted your attention, which one would you most

likely purchase?

INSTRUCTIONExplain Step-by-step whatyou will do inthis lesson.Include ALLsupport andteaching

TIME: 45 mins1. Get to know you activity Students will create name cards with their

name in the center and draw four items that they have recently

purchased, or that their parents have purchased for them, that

describe them. We will keep these name tags for an activity later in the

week. See example:


17/36


18/36


Page 18 of 36

video will give students an idea about research that takes place to lure

consumers into stores and get them to follow a certain pattern of

behavior in order to make a purchase.

6. After viewing the videos, have students discuss the following

questions: Why did people purchase more than they intended? What

strategies did you notice? Why do you think the Cosco Craze is

successful?

7. In small groups, students will use a T-chart on chart paper to list on the

left side the strategies that were mentioned in the video or observed by

the student. Then, on the right students will tell why the strategy was

successful and why were consumers influenced by that strategy.

Students will share their results and post their T-charts around the

room.

Cosco Strategies

Strategies Used Why was the strategy

successful?

8. To further students understanding of marketing strategies that they are

unaware of, we will show visuals printed on large poster board and

displayed within the classroom. Students will view pictures of various

store designs, and as a class discuss the different product displays

within the stores and think about strategies the companies used to get

consumers to purchase the item(s).

9. Revisit the hook questions. Have students find a partner to pair and

share their answers from the hook. Give them 2-3 minutes to share


19/36


20/36


Page 20 of 36

DO todemonstratethat they havemastered thecontent? Be

specific andinclude actualassessmentwith unitmaterials.

use it to determine new knowledge.

3. Students lists on chart paper of marketing strategies from the video.

4. Students will develop a definition for consumer psychology and how it

works. This definition will be posted in the classroom as a visual to be

reflected upon later to assess knowledge gained. A student generated

definition will show their understanding of consumer psychology and

realize the power of marketing strategies.

DOES THE ASSESSMENT ALLOW YOU TO DETERMINE WHETHER OR NOT THESTUDENTS HAVE MET YOUR STATED LESSON OBJECTIVE? YES OR NO

ASSESSMENT AND INSTRUCTIONAL MATERIALSInsert ALL materials here including Assessments and Instructional Materials.

Explicitly LIST any additional files for this lesson. Be sure that ALL materials have beensubmitted for this lesson.

1.


21/36


Page 21 of 36

2.

3. Costco Craze: Inside the warehouse giantathttp://www.dailymotion.com/video/xrdjim_cnbc-originals-the-costco-craze-inside-the-warehouse-giant_news

4. .

Cosco Strategies

Strategies Used Why was the strategy successful?
http://www.dailymotion.com/video/xrdjim_cnbc-originals-the-costco-craze-inside-the-warehouse-giant_newshttp://www.dailymotion.com/video/xrdjim_cnbc-originals-the-costco-craze-inside-the-warehouse-giant_newshttp://www.dailymotion.com/video/xrdjim_cnbc-originals-the-costco-craze-inside-the-warehouse-giant_newshttp://www.dailymotion.com/video/xrdjim_cnbc-originals-the-costco-craze-inside-the-warehouse-giant_newshttp://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=vgCkzdgdWVeahM&tbnid=n0j74KZ4W7GYYM:&ved=0CAUQjRw&url=http://langwitches.org/blog/2011/07/21/upgrade-your-kwl-chart-to-the-21st-century/&ei=L_xNUfz2OJSC8ASglYHADA&bvm=bv.44158598,d.eWU&psig=AFQjCNHvG3lFl3kaxOEw9WercjK_5b6z9g&ust=1364151721667838http://www.dailymotion.com/video/xrdjim_cnbc-originals-the-costco-craze-inside-the-warehouse-giant_newshttp://www.dailymotion.com/video/xrdjim_cnbc-originals-the-costco-craze-inside-the-warehouse-giant_news


22/36


Page 22 of 36

LESSON #2Marketing: Are You a Target?


LESSONOBJECTIVE

Students will apply their understanding of consumer psychology and

marketing research as key concepts to helping businesses understandtheir consumers as they begin to design their merchandising floor plansto maximize impulse buying.Students will investigate several key components of a marketing plan asthey create one, which will include knowing their target group in order toinfluence consumer spending.

POINT TOPONDER

Marketing products is a form of manipulation.

ESSENTIALQUESTION

How can knowing the target group for a product be a powerful tool whenmarketing a product?Why is store design so important to marketing products?

CONTENTOutline thecontent youwill teach inthis lesson.

Students will learn the following information:

II. Marketing Strategies

A. Designing of warehouses and store layouts to influence

consumers

1. Store design and target group2. The importance of store design to market products3. The study of why, when, and how a consumer purchase

products4. The knowledge of marketing strategies to satisfy the

consumers

B. Visual merchandising1. Present products and information to appeal to the five

senses

2. Attractive sales displays and retail floor plans

III. Marketing Plans

A. The importance of knowing your consumers, what you will sell,

what type of items will be high demand, and product

placement

B. Students will be shown examples of market plans

C. Students will design their own market plans

1. Type of store that will be designed

2. Target group for which the store will be designed

3. Products that will be sold to the consumers

4. Placement of high demand items throughout the store


23/36


24/36


Page 24 of 36

2. How can the produce section attract consumers through the

use of the senses?

3. Why would it be important to place these departments near theentrance of a store?

4. What kind of items would be placed in the far right section of

the store to encourage consumers to visit that section?

Students will answer these questions onto a handout for discussion.

INSTRUCTIONExplain Step-by-step whatyou will do inthis lesson.Include ALLsupport andteachingmaterials withyour unit.

TIME: 40 mins1. Students will enter the classroom and once seated the teacher

will ask students if they have any questions about yesterday's

lesson.

2. Students will watch a quick video that will connect the hook to

todays lesson about store layouts. Students will watch the

video athttp://www.youtube.com/watch?v=RjgkQ6bq7aEthat

discusses how supermarket management use a sophisticated

understanding of psychology and sociology to manipulate the

supermarket environment to persuade us to enter, stay andbuy.We will discuss what students have learned so far.

3. Students will revisit their KWHL chart to add new information.

4. Students will learn about target groups and how businesses

use information about a particular target group to design their

store to increase consumer spending by watching the slide

show athttp://tinyurl.com/targetmarketss .

5. Students will be given examples of store entrances and store

displays using our PowerPoint at

http://images.pcmac.org/SiSFiles/SCHOOLS/NC/OnslowCount

y/JacksonvilleMiddle/Uploads/Presentations/Marketing%20Po

werpoint_1.pptxon Store Layout and Visual Merchandising

with only slides 1- 15. We will also use the displays within the

classroom of these same floor designs. We will cover the

following floor plans:

A. Straight floor planB. Diagonal floor plan
http://www.youtube.com/watch?v=RjgkQ6bq7aEhttp://www.youtube.com/watch?v=RjgkQ6bq7aEhttp://www.youtube.com/watch?v=RjgkQ6bq7aEhttp://tinyurl.com/targetmarketsshttp://tinyurl.com/targetmarketsshttp://tinyurl.com/targetmarketsshttp://images.pcmac.org/SiSFiles/SCHOOLS/NC/OnslowCounty/JacksonvilleMiddle/Uploads/Presentations/Marketing%20Powerpoint_1.pptxhttp://images.pcmac.org/SiSFiles/SCHOOLS/NC/OnslowCounty/JacksonvilleMiddle/Uploads/Presentations/Marketing%20Powerpoint_1.pptxhttp://images.pcmac.org/SiSFiles/SCHOOLS/NC/OnslowCounty/JacksonvilleMiddle/Uploads/Presentations/Marketing%20Powerpoint_1.pptxhttp://images.pcmac.org/SiSFiles/SCHOOLS/NC/OnslowCounty/JacksonvilleMiddle/Uploads/Presentations/Marketing%20Powerpoint_1.pptxhttp://images.pcmac.org/SiSFiles/SCHOOLS/NC/OnslowCounty/JacksonvilleMiddle/Uploads/Presentations/Marketing%20Powerpoint_1.pptxhttp://images.pcmac.org/SiSFiles/SCHOOLS/NC/OnslowCounty/JacksonvilleMiddle/Uploads/Presentations/Marketing%20Powerpoint_1.pptxhttp://images.pcmac.org/SiSFiles/SCHOOLS/NC/OnslowCounty/JacksonvilleMiddle/Uploads/Presentations/Marketing%20Powerpoint_1.pptxhttp://tinyurl.com/targetmarketsshttp://www.youtube.com/watch?v=RjgkQ6bq7aE


25/36


Page 25 of 36

C. Angular floor planD. Geometric floor planE. Mixed floor plan

6. We will explain to the students that when designing a

merchandise floor the following ideas must be considered:

A. Type of customers visiting the storeB. The merchandise being soldC. Design the floor to get shoppers to purchase items they

may not have thought of purchasing.

7. Students will listen as a guest speaker discusses store layouts,

design, and consumer psychology. (15-20 mins.)

8. Students will need to decide in small groups (3-4 students)

what type of store they will design, the floor plan, the target

group, and at least 5 products that they intend to sell.

9. Students will be given a template of a marketing plan to

complete that will include a target group, five specific items that

will be sold in the store, and price strategy. This will help them

to plan the store layout. The template will be completed by

kwiksurvey.comathttp://tinyurl.com/marketingplantemplate .

10. Students will be introduced to the Smartdraw program online to

learn how to manipulate the tools to create a floor design.

http://www.smartdraw.com/specials/ppc/smartdraw.htm?id=324

782&gclid=CPrAnrfdjLYCFQuxnQodGW0AAg.Students need

to know this information to begin thinking about their own floor

design.

ASSESSMENT(PerformanceTask) What willthe studentsDO todemonstratethat they havemastered thecontent? Bespecific andinclude actualassessmentwith unitmaterials.

TIME: 20 mins

1. Students will decide on one of the floor plans above (which one

will serve their purpose for the product they will have

displayed).

2. Groups will create their own store and floor design and

entrance.

3. Students will create a marketing plan that includes their target

group, products offered to consumers, price strategy, sales

strategy, marketing research, and floor design.
http://www.kwiksurvey.com/http://www.kwiksurvey.com/http://tinyurl.com/marketingplantemplatehttp://tinyurl.com/marketingplantemplatehttp://tinyurl.com/marketingplantemplatehttp://www.smartdraw.com/specials/ppc/smartdraw.htm?id=324782&gclid=CPrAnrfdjLYCFQuxnQodGW0AAghttp://www.smartdraw.com/specials/ppc/smartdraw.htm?id=324782&gclid=CPrAnrfdjLYCFQuxnQodGW0AAghttp://www.smartdraw.com/specials/ppc/smartdraw.htm?id=324782&gclid=CPrAnrfdjLYCFQuxnQodGW0AAghttp://www.smartdraw.com/specials/ppc/smartdraw.htm?id=324782&gclid=CPrAnrfdjLYCFQuxnQodGW0AAghttp://tinyurl.com/marketingplantemplatehttp://www.kwiksurvey.com/


26/36


27/36


28/36


29/36


30/36


Page 30 of 36

D. Focal pointE. LightingF. Simplicity

4. Students will review how to work on SmartDraw with teacher

guidance as the students to complete their floor design.

ASSESSMENT(PerformanceTask) What willthe students DOto demonstratethat they havemastered thecontent? Bespecific andinclude actual

assessment withunit materials.

TIME: 25 mins1.) Students will work on their floor design and products on

SmartDraw.

2.) Students will complete the KWHL chart on what they have

learned from this lesson.

3.) Students will be able to describe how product placement and

visual merchandising are powerful tools in marketing products.


ASSESSMENT AND INSTRUCTIONAL MATERIALSInsert ALL materials here including Assessments and Instructional Materials.Explicitly LIST any additional files for this lesson. Be sure that ALL materials have beensubmitted for this lesson.

1. .
http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=vgCkzdgdWVeahM&tbnid=n0j74KZ4W7GYYM:&ved=0CAUQjRw&url=http://langwitches.org/blog/2011/07/21/upgrade-your-kwl-chart-to-the-21st-century/&ei=L_xNUfz2OJSC8ASglYHADA&bvm=bv.44158598,d.eWU&psig=AFQjCNHvG3lFl3kaxOEw9WercjK_5b6z9g&ust=1364151721667838http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=vgCkzdgdWVeahM&tbnid=n0j74KZ4W7GYYM:&ved=0CAUQjRw&url=http://langwitches.org/blog/2011/07/21/upgrade-your-kwl-chart-to-the-21st-century/&ei=L_xNUfz2OJSC8ASglYHADA&bvm=bv.44158598,d.eWU&psig=AFQjCNHvG3lFl3kaxOEw9WercjK_5b6z9g&ust=1364151721667838


31/36


Page 31 of 36

2. http://www.youtube.com/watch?v=QQ20W1QGJmg

3. http://www.smartdraw.com/specials/ppc/smartdraw.htm?id=324782&gclid=CPrAnrfdjLY

CFQuxnQodGW0AAg

4. http://images.pcmac.org/SiSFiles/SCHOOLS/NC/OnslowCounty/JacksonvilleMiddle/Uploads/Presentations/Marketing%20Powerpoint_1.pptx
http://www.youtube.com/watch?v=QQ20W1QGJmghttp://www.youtube.com/watch?v=QQ20W1QGJmghttp://www.smartdraw.com/specials/ppc/smartdraw.htm?id=324782&gclid=CPrAnrfdjLYCFQuxnQodGW0AAghttp://www.smartdraw.com/specials/ppc/smartdraw.htm?id=324782&gclid=CPrAnrfdjLYCFQuxnQodGW0AAghttp://www.smartdraw.com/specials/ppc/smartdraw.htm?id=324782&gclid=CPrAnrfdjLYCFQuxnQodGW0AAghttp://www.smartdraw.com/specials/ppc/smartdraw.htm?id=324782&gclid=CPrAnrfdjLYCFQuxnQodGW0AAghttp://images.pcmac.org/SiSFiles/SCHOOLS/NC/OnslowCounty/JacksonvilleMiddle/Uploads/Presentations/Marketing%20Powerpoint_1.pptxhttp://images.pcmac.org/SiSFiles/SCHOOLS/NC/OnslowCounty/JacksonvilleMiddle/Uploads/Presentations/Marketing%20Powerpoint_1.pptxhttp://images.pcmac.org/SiSFiles/SCHOOLS/NC/OnslowCounty/JacksonvilleMiddle/Uploads/Presentations/Marketing%20Powerpoint_1.pptxhttp://images.pcmac.org/SiSFiles/SCHOOLS/NC/OnslowCounty/JacksonvilleMiddle/Uploads/Presentations/Marketing%20Powerpoint_1.pptxhttp://images.pcmac.org/SiSFiles/SCHOOLS/NC/OnslowCounty/JacksonvilleMiddle/Uploads/Presentations/Marketing%20Powerpoint_1.pptxhttp://images.pcmac.org/SiSFiles/SCHOOLS/NC/OnslowCounty/JacksonvilleMiddle/Uploads/Presentations/Marketing%20Powerpoint_1.pptxhttp://www.smartdraw.com/specials/ppc/smartdraw.htm?id=324782&gclid=CPrAnrfdjLYCFQuxnQodGW0AAghttp://www.smartdraw.com/specials/ppc/smartdraw.htm?id=324782&gclid=CPrAnrfdjLYCFQuxnQodGW0AAghttp://www.youtube.com/watch?v=QQ20W1QGJmg


32/36


Page 32 of 36

LESSON #4Marketing: Its all in the Design!


LESSON

OBJECTIVE

Students will complete their digital floor plans on SmartDraw and

use the design to create a visual display on graphing foam board.POINT TOPONDER

Floor designs are based on the research on consumer spendingand buying habits.

ESSENTIALQUESTION

How does my floor design encourage consumer spending?

CONTENTOutline the contentyou will teach inthis lesson.

V. How to use SmartDraw to create a department store floor

plan

A. The plan will consist of floor arrangements to engage

consumers.

B. The plan will consist of product placement.

C. The interactive design will help to create the hands-on

model.

II. PLANNING: KNOW / UNDERSTAND / DO

What 3 items areworth knowing?(Think about thecontent you haveselected. What isimportant forstudents toKNOW?)

After the lesson,1. Students will know the role of consumer psychology and

marketing strategies used by big businesses.

2. Students will know that a marketing plan is essential in

creating an effective floor design for the targeted group ofconsumers.

3. Students will know that visual merchandising strategies are

important to attracting consumers.

What are theenduringunderstandingsthat students

should take awayfrom the lesson?(Define the BIGIdeas.)

After the lesson,1. Students will understand that consumer psychology and

marketing strategies are used by big businesses to

understand the behavior of consumers.

2. Students will understand the power of product placement

and how it is used to entice consumers.3. Students will understand how a marketing plan is used to

design a floor plan that will encourage spending from a

targeted group.

What 3 items areimportant forstudents to be able

After the lesson,1. Students should be able to create an effective and


33/36


Page 33 of 36

to DO?(Define whatstudents should beable to DO as aresult of your

lesson.)

attractive floor plan with minimal assistance.

2. Students should be able to explain the importance of a

marketing plan and product placement within a store.

3. Students should be able to explain how their model will use

visual merchandising strategies to influence consumer

spending.


34/36


Page 34 of 36

III. PLANNING

HOOKDescribe how youwill grab studentsattention at the

beginning of thelesson. BeCREATIVE.

TIME: 8 mins

Large laminated copies of the floor plans from the teacher createdPowerPoint will be given to each group of students (3-4). Students

will also be given an expo marker and five stickers with high-demand items such as milk, bread, toilet paper, eggs, and diapers.State to the students: Product placement and floor plans can bevery powerful when controlling the consumer movement throughouta store in order to purchase high-demand products.Give students 2 minutes to place their five high-demand productswithin their store floor plan. Then they must use the expo marker totrace the shortest route that a consumer can make while stillcovering as much floor space as possible, therefore is exposed tomore impulse spending.

INSTRUCTIONExplain Step-by-step what you willdo in this lesson.Include ALLsupport andteaching materialswith your unit.

TIME: 30 mins1. Students will create a model floor plan on foam graph board

from the model created on SmartDraw. These models will be

used to demonstrate their knowledge of the psychology

behind consumer behavior. These will be displayed for

parents to see.

2. Students will display their marketing plans, KWHL charts,

and floor plans from the hook around the classroom for

parents to view. Students will complete a carousel where

they walk around and visit each groups work. They will also

use sticky notes to provide positive feedback to the displays.3. Students will take out their name cards from day one. In a

circle, they will each spend about 1-2 minutes describing

how businesses use marketing strategies to persuade them

or their parents to make those purchases listed or drawn in

the four corners of the card.

ASSESSMENT(PerformanceTask) What will

the students DOto demonstratethat they havemastered thecontent? Bespecific andinclude actualassessment with

TIME: 35 mins + extra 40 mins1. Students will complete SmartDraw of the floor plans.

2. Students will create the visual from the SmartDraw creation.

3. Students will display finished marketing plans and KWHLs,and floor plans from the hook.

4. Students will verbally describe how consumer psychology

and marketing strategies are used to persuade them or their

parents to make purchases.


35/36


Page 35 of 36

unit materials.


ASSESSMENT AND INSTRUCTIONAL MATERIALSInsert ALL materials here including Assessments and Instructional Materials.Explicitly LIST any additional files for this lesson. Be sure that ALL materials have beensubmitted for this lesson.

1. .

2. .

Cosco Strategies

Strategies Used Why was the strategy successful?

3. http://tinyurl.com/marketingplantemplate
http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=vgCkzdgdWVeahM&tbnid=n0j74KZ4W7GYYM:&ved=0CAUQjRw&url=http://langwitches.org/blog/2011/07/21/upgrade-your-kwl-chart-to-the-21st-century/&ei=L_xNUfz2OJSC8ASglYHADA&bvm=bv.44158598,d.eWU&psig=AFQjCNHvG3lFl3kaxOEw9WercjK_5b6z9g&ust=1364151721667838http://tinyurl.com/marketingplantemplatehttp://tinyurl.com/marketingplantemplatehttp://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=vgCkzdgdWVeahM&tbnid=n0j74KZ4W7GYYM:&ved=0CAUQjRw&url=http://langwitches.org/blog/2011/07/21/upgrade-your-kwl-chart-to-the-21st-century/&ei=L_xNUfz2OJSC8ASglYHADA&bvm=bv.44158598,d.eWU&psig=AFQjCNHvG3lFl3kaxOEw9WercjK_5b6z9g&ust=1364151721667838http://tinyurl.com/marketingplantemplate


36/36

Date post:	03-Apr-2018
Category:	Documents
Upload:	amanda-thompson
View:	220 times
Download:	0 times

Shoppers Beware The power of marketing FINAL COPY.pdf

Documents