Concepts

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Concept Worksheet # 1 Introduction to Marketing

1. Goods and Services

2. Marketing Utilities. Briefly explain each of the following:

a) Form

b) Time

c) Place

d) Possession

3. Types of consumers. Describe each and give an example.

a) industrial

b) institutional

c) individual

4. The Marketing Mix (the 4 P's of Marketing)

a) product

b) place

c) promotion

d) price

5. Vocabulary Business terminology page 17 (define each term)

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Business Worksheet # 1

1. State the type of business you are studying.

2. Is it a good or a service?

3. Briefly explain how the business will provide marketing utility:

a) Form

b) Time

c) Place

d) Possession

4. Who will be the major consumer? What type of consumers are they?

5. Explain how the Marketing mix can be used as an outline for a business plan.

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Assignment Worksheet # 1

1. Choose to analyse a business in town. Briefly explain how they add utility to the product or service they sell.

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Concept Worksheet # 2 The Evolution of Marketing in Canada

1. Major events in the history of Marketing in Canada. Briefly explain each:

agrarian nation barter CPR
telegraph influx of immigrants Eaton catalogue
World War I Income taxes war-time factories
advertising agencies automobile supermarkets
credit social assistance crown corporations
radio World War II rationing
women workers birthrate Trans-Canada Highway
television market research changes in family unit
leisure time computers debit card
internet banner ads e-commerce

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Assignment Worksheet # 2

1. Prepare a timeline showing the history of marketing in Canada. Include the events listed in concept sheet # 2. Also include your business and / or product. State on a separate sheet how the history and evolution of marketing has affected how you will market your product or service.

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Concept Worksheet # 3 Law and Ethics of Marketing

1. Contract law. Define the following:

a) offer

b) acceptance

c) consideration

d) competent parties

e) genuine consent

f) legal purpose

2. Other special types of agreements. How do each of the following Acts protect a party in a contract:

a) Sale of Goods Act

b) Bulk Sales Act

c) Bills of Sale Act

d) Conditional Sales Act

3. Briefly explain the difference between laws and regulations.

4. What is the relationship between trust and ethics in marketing?

5. Vocabulary Business terminology page 61 (define each term)

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Business Worksheet # 3

1. Explain how the business you are studying will enter into contractual obligations in:

a) purchasing

b) selling

2. What:

a) are they offering?

b) is the consideration?

3. Which acts will protect them from unethical practice of other consumers or suppliers?

4. Has the company you are studying established an atmosphere of trust and good business ethics in their sales and purchases? How can you tell? Give some concrete evidence to support your opinion.

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Assignment Worksheet # 3

1. Complete "Learning Through Cases" 1 - 4 pgs. 63 - 67

# 1. a,b,c
# 2. a,b,c
# 3. a,b,c
# 4. a - j, ii

2. Of the 16 clauses in the Canadian Code of Advertising Standards (pgs 58-61), choose four and prepare 1 ad for each that demonstrates the contravention of the clause.

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Concept Worksheet # 4 The Marketing Plan

1. Describe the four parts of a marketing plan.

a) goal

b) strategy

c) time

d) evaluation

2. SWOT Analysis

3. Strategic Market Planning

a) Define the following terms:

-income statement
-revenue
-costs
-expenses

b) Statement of Objectives

c) Market measurement

d) A set of strategies

i) financing
    -retained earnings
    -debt financing
    -equity financing

ii) product life cycle
    -introduction
    -growth
    -maturity
    -decline

4. Timeline for achieving the objectives.

5. Evaluation

6. Vocabulary Business terminology page 80 (define each term)

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Business Worksheet # 4

1. What are the goals set for the business you are studying? Be specific.

2. What specific objectives does the business have to meet their short and long-term goals?

a) What do they want to achieve?
b) When will they achieve this by?
c) How will they know?
d) How will they do it?
   -financing
   -consumer choice
   -will it be part of a product life cycle? What stage?

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Assignment Worksheet # 4

1. a) # 1. Problems and Projects pg. 83
- Poster illustrating the market - planning process.

2. Draw and label the parts of the product life cycle.

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Concept Worksheet # 5 Market Segmentation

1. Define Market Segment

2. Decision Making

a) Decision makers
b) Decision influencers

3. Market segments

a) Age
b) Sex
c) Income
d) Class
e) Education
f) Ethnic Origin
g) Language
h) Geography
i) Interests and lifestyles
j) Habits

4. Vocabulary Business terminology page 108 (define each term)

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Business Worksheet # 5

1. Which market segments are the typical customers of the business you are studying?

2. In 25 words or less describe the profile of this typical customer.

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Assignment Worksheet # 5

1. # 4 pg. 114

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Concept Worksheet # 6

1. Market Research Plan (describe the 5 steps)

2. Primary Research

-survey
-observation
-experimental

3. Secondary Research

4. Product Market Match

5. Vocabulary Business terminology page 130 (define each term)

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Business Worksheet # 6

1. What research has been done by the business being studied already?

2. How valid was the research? Did it answer the questions or doubts of the owners?

3. What further research is needed?

4. What type of research did the company use? Explain.

5. Evaluate the Product/Market Match in the business. Choose their best product or service and explain the PMM.

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Assignment Worksheet # 6

1. Prepare and perform the research. Problems and projects #1 pg. 136

2. What are the results of your research? Use the computer to chart the results in either pie charts or line graphs.

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Concept Worksheet # 7 Advertising

1. Media types

2. Publicity vs Advertising

3. Forms of Advertising

4. CPM

5. Purposes of Advertising (15)

6. Net Buyer Benefit

7. Vocabulary Business terminology page 250 (define each term)

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Business Worksheet # 7

1. Which media do the business you are studying plan to use in their advertising?

2. Which form of advertising do they concentrate on? Why?

3. What is their purpose for advertising?

4. What is the message or theme they are trying to convey?

5. What is the benefit for the customer if they shop at the business you are studying?

6. In what ways does the business you are studying try to increase the NBB?

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Assignment Worksheet # 7

1. Prepare a collage that demonstrates each of the forms of advertising.

2. Give one example of each of the purposes of advertising. Use existing ads from papers, catalogs, etc. and paste them onto a poster.

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Concept Worksheet # 8 Psychology of Advertising

1. Maslow's Hierarchy of Human Needs

2. AIDA formula

3. Advertising appeals

4. Vocabulary Business terminology page 265 (define each term)

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Business Worksheet # 8

1. Which level of Maslow's Hierarchy of Human Needs does the product or service of the business you are studying fit into?

2. In 25 words or less state how the business managers use that information to increase the effectiveness of their advertising and promotion plan.

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Assignment Worksheet # 8

1. Create an ad for an Hair Ointment that helps grow new hair. Include and label each part of the ad that demonstrates the AIDA formula.

2. Create five ads for the product or service of the company you are studying that demonstrates a different appeal of advertising. Label each ad explaining the appeal and the parts of the ad that fulfills the AIDA formula.

3. List and briefly explain each of the appeals of advertising.

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Concept Worksheet # 9 Fashion Cycle / Stages of Advertising

1. The Fashion Cycle

2. Fads, Fashions, Staples

3. Stages of Advertising

a) Start

b) Rival

c) Holding

d) Restart

4. Long-Term Need

5. Substitutable

6. Vocabulary Business Terminology pg 288 (define each term)

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Business Worksheet # 9

1. Where in the Fashion Cycle is the main product or service of the business you are studying?

2. Is the company a rival? Do they have rivals?

3. Does the advertising and promotion the company engages in make sense for the stage the product or service is currently in? Explain by giving examples.

4. Are the products and services needed in the long-term? List them and identify if they are needed over the long or short-term.

5. What (if any) are the substitutes for the product or service the company sells? How do they affect sales?

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Assignment Worksheet # 9

1. One of # 2, 3, or 4 on pg 293

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Concept Worksheet # 10 Forms of Print Media

1. Newspaper

a) classified

b) display

c) preferred space

d) ROP

2. Magazines

3. Flyers

4. Outdoor Advertising

5. Transit Advertising

6. Direct Mail

7. Vocabulary Business Terminology pg 321 (define each term)

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Business Worksheet # 10

1. Does the company you are studying use print media to advertise your product or service?

2. Whether the company uses print media or not, what type of magazine would be best for them to advertise in? Why?

3. If and/or when would they use display ads and classified ads? Explain.

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Assignment Worksheet # 10

1. Complete # 3 pg 326 (verbal report not required).

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Concept Worksheet # 11 Preparation of Effective Print Advertising

1. Parts of the Advertisement

a) Headlines

b) Illustrations

c) Copy

d) Signature

2. Preparing the Advertisement for the Media

3. Vocabulary Business Terminology pg 339 (define each term)

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Business Worksheet # 11

1. What types of headlines would work well to advertise the business you are studying?

2. What angle do they use to advertise their business? (humor, serious, informative etc.)

3. How does the angle they use affect the illustrations in their ads?

4. What is their logo or signature?

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Assignment Worksheet # 11

1. Prepare an advertisement for print media using the four parts of an effective ad. Label each part and show the type of headline and illustration. Design your own logo using computer software and include this in your ad.

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Concept Worksheet # 12 The Advertising and Promotion Plan

1. Elements of the Advertising Plan

a) Funding

b) Research

c) Preparation of the Sales Force

d) Advertising Theme

2. Determining the effectiveness of the ads

a) couponing

b) combination packaging

c) displays, banners, posters

d) fashion shows

e) contests

f) sponsorship of events

g) dealer literature

h) giveaways

i) trade shows

3. Vocabulary Business Terminology pg 401 (define each term)

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Business Worksheet # 12

1. What will be your method of promotion?

2. How will you tell if your advertising dollar is being well spent?

3. What is the difference between advertising plans for new products and established products? Into which category does your product or service fall?

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Assignment Worksheet # 12

1. Prepare a plan for the business you are studying. List what you think will be an effective way to promote and advertise their product or service. Include all of the steps of the process reviewed in Concept Worksheet # 12.....namely:

•Funding
•Research
•Preparation of the Sales Force
•Advertising Theme

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Concept Worksheet # 13 The Basics of Selling

1. Industrial

2. Institutional

3. Retail

4. The AIDA formula in selling

5. Communication

a) verbal

b) nonverbal

6. Vocabulary Business Terminology pg 414 (define each term)

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Business Worksheet # 13

1. What types of buyers does the business you are studying sell their product or service to?

2. What is their sales philosophy? Hard sell? Soft sell? No sell?

3. How do they train their sales force?

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Assignment Worksheet # 13

1. Interview two salespersons in two different types of business. One would be a commissioned salesperson (insurance, real estate etc.). The other would be a salaried salesperson that works for a retail business and is paid no commission.

-Briefly describe the business, the product or service sold and how the sales person goes about their work.

-Compare the two types of sales. What are the advantages and disadvantages of each type?

-Why does the business each salesperson works for choose to remunerate their sales force the way they do?

-Did they undergo sales training? If so how much?

-How do they convince the prospective purchaser to buy?

-What type of sales would you choose to engage in if you had the choice?

This assignment should be at least 500 words. It is expected that you perform an in-depth interview with each salesperson. Your marks will be based on the insight and completeness you give to your presented work.

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Concept Worksheet # 14 Careers, Skills, and Traits in Marketing

1. Advertising

2. Sales

3. Management

4. Career information

5. Necessary skills and traits

6. Personality Traits

a) extroversion

b) honesty

c) initiative

d) responsibility

e) loyalty

f) tact

g) enthusiasm

h) punctuality

i) dependability

3. Vocabulary Business Terminology pg 488 (define each term)

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Business Worksheet # 14

1. Where does the business you are studying go to find a person to hire with all the personality traits listed in concept sheet 14?

2. Why do they want such a person?

3. How much do they pay their employees?
-Is the rate of pay above, below or about at the industry average?
-Do they have a hard time keeping qualified employees?
-Is there a relationship between their hiring screening procedures and the turnover of employees? If so, what is that relationship?

4. What are the duties of their employees?

5. What do you need to gain to improve your education or character traits?

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Assignment Worksheet # 14

1. Complete Problems and Projects # 1 on page 492. You do not have to present this to the class.