Page 108 - Business Studies 11-12 (2006)

MARKETING: GOODS, SERVICES, EVENTS, GRADE 11, COLLEGE PREPARATION (BMI3C) 107
Marketing Fundamentals
Overall Expectations
By the end of this course, students will:
• describe the process by which goods and services are exchanged;
• explain how marketing influences consumers and competition;
• demonstrate an understanding of the importance of marketing research to a business and how information technology can be used to obtain and analyse marketing-related information;
• analyse marketing strategies used by organizations in the not-for-profit sector;
• compare the factors that influence marketing methods and activities in the global economy.
Specific Expectations
The Marketing Process
By the end of this course, students will:
– define the basic nature and scope of mar- keting activities (e.g., sales, pricing, brand- ing, distribution, storage);
– compare how supply and demand affect marketing decisions;
– describe current marketing strategies that use total quality management (e.g., Quality Circle, Kaizen), customer-driven informa- tion technology (e.g., smart cards, point programs), and target marketing (e.g., market segmentation, classification of advertising);
– describe current marketing activities that target various market segments (e.g., youth, baby boomers, Generation X, seniors).
Consumers and Competition
By the end of this course, students will:
– describe the process used by firms to develop a consumer profile (e.g., con- sumers’ demographic, economic, and social characteristics);
– summarize the factors that motivate a customer to purchase a product (e.g., discretionary income, peer pressure, social responsibility, evolving needs and wants);
– explain how marketing (e.g., branding, promotion, packaging, online sales) affects competition among products;
– describe how evolving information techno- logies are used to influence, inform, and motivate consumers (e.g., corporate web- sites, e-commerce, Internet pop-up ads).
Marketing Research
By the end of this course, students will:
– outline the role and importance of mar- keting research in business (e.g., providing feedback on product development, identi- fying the target market, determining appropriate channels of distribution);
– create an example of a current marketing research tool (e.g., focus group question- naire, electronic web survey);
– identify tools, techniques, and information technologies that can be used to interpret consumer and market data (e.g., pie charts, polls, databases) and demonstrate the use of these tools, techniques, and information technologies;
– describe the use of data mining to gather marketing-related information (e.g., target market, competition, buying behaviour).