Introduction to Marketing Processes: Building a Bridge to the Consumer Marketing SS 1 First Term Lesson Notes Week 2
Introduction to Marketing Processes
Subject: Marketing
Topic: Introduction to Marketing II
Class: Senior Secondary School (SSS) 1
Term: First Term
Week: 2
Learning Materials:
- Whiteboard/Chalkboard
- Explanatory posters and pictures
Instructional Materials:
- Lagos State Scheme of Work
- Online materials
- Textbooks
Previous Knowledge:
Students have been taught Introduction to Marketing I and are familiar with basic marketing concepts.
Behavioral Objectives:
By the end of the lesson, students should be able to:
- Identify and explain the processes involved in marketing.
- Describe the importance of each marketing function.
- Provide examples of each marketing process.
Content
Introduction to Marketing II
For effective marketing, a series of essential processes must be followed to ensure that products and services reach consumers successfully. These functions form the marketing bridge that connects the product to the customer.
Key Processes in Marketing:
- Buying
- Buying involves determining what products to purchase, in what quality, quantity, and at what price. For businesses, this process focuses on buying materials or products that can increase sales or decrease costs.
- Example: A clothing store owner buys winter jackets from suppliers based on customer demand for winter wear.
- Selling
- Selling is the process of providing a product to customers in a way that meets their needs, whether directly or through intermediaries. Businesses may sell directly to consumers or through retailers.
- Example: A farmer selling produce at a local market is engaging in direct selling, while a manufacturer distributing products to supermarkets sells indirectly.
- Financing
- Financing refers to obtaining funds needed to start and operate a business. This can involve loans, investors, or budgeting within the company. It also includes how customers pay for the products or services provided.
- Example: A startup may seek venture capital funding to launch a new app.
- Storage
- Storage is the process of keeping goods in good condition until they are needed. This function is crucial for preserving products and managing surplus. Products may be stored in warehouses before being distributed to retailers or customers.
- Example: A food manufacturer stores canned goods in a climate-controlled warehouse to prevent spoilage.
- Transportation
- Transportation moves goods from the production site to the consumer. Effective transportation depends on factors such as cost, speed, and suitability. This process ensures products are available at the right place and time.
- Example: A farm may transport fresh produce to urban markets daily to ensure it reaches consumers quickly and in good condition.
- Processing
- Processing involves transforming raw materials into finished products that consumers can use. This step adds value to raw products by making them suitable for consumption or use.
- Example: Wheat is processed into flour, which is then used to make bread.
- Promoting
- Promotion is the effort to inform potential customers about a product or service. This includes advertising, sales promotions, and public relations to increase consumer awareness and interest.
- Example: A new restaurant offers discounts and promotes its opening on social media to attract customers.
- Market Information
- Market information is essential for making informed marketing decisions. Accurate, timely information helps reduce risk and costs, allowing businesses to respond effectively to market changes.
- Example: A smartphone company gathers data on consumer preferences to design its new model.
Presentation
The topic is presented step-by-step for clarity and engagement.
Step 1: Revision
The teacher reviews key points from Introduction to Marketing I to refresh students’ understanding.
Step 2: Introduction of New Topic
The teacher introduces Introduction to Marketing II, explaining each of the key processes involved in successful marketing.
Step 3: Student Contributions and Corrections
Students are encouraged to provide examples of each marketing process, and the teacher corrects and expands on their ideas as needed.
Evaluation
Class Activity
- State any four processes of marketing and give an example for each.
Conclusion
The teacher summarizes the lesson, focusing on the importance of each marketing process and how they work together to connect products to consumers. A summary of key points is provided on the board, and the teacher goes around to mark and correct
Evaluation Questions
(15 Fill-in-the-Blank Questions with Options)
- The marketing process involves a series of functions designed to connect products to _______.
- a) sellers
- b) retailers
- c) consumers
- d) investors
- In marketing, _______ refers to acquiring products needed to meet customer demands.
- a) selling
- b) buying
- c) promoting
- d) processing
- The process of _______ involves converting raw materials into finished goods.
- a) financing
- b) transportation
- c) processing
- d) storage
- _______ is the marketing function that informs potential customers about a product.
- a) Buying
- b) Financing
- c) Selling
- d) Promoting
- _______ involves protecting products in a secure environment until they are needed.
- a) Financing
- b) Storage
- c) Processing
- d) Selling
- The purpose of _______ in marketing is to transfer products from producers to consumers.
- a) transportation
- b) storage
- c) buying
- d) market information
- The selling process can involve direct sales or selling through _______.
- a) customers
- b) retailers
- c) storage facilities
- d) transporters
- Financing is essential in marketing to help a business start operations and remain _______.
- a) profitable
- b) small
- c) closed
- d) popular
- _______ is essential to making informed marketing decisions and reducing risk.
- a) Market information
- b) Promotion
- c) Transportation
- d) Selling
- A business may rely on _______ to obtain the capital needed to operate.
- a) storage
- b) processing
- c) financing
- d) promoting
- _______ involves transporting products to where they are needed by customers.
- a) Storage
- b) Transportation
- c) Market information
- d) Financing
- Storing products protects them from _______ and allows for future use.
- a) selling
- b) deterioration
- c) transportation
- d) financing
- The process of _______ helps in raising consumer awareness and generating interest.
- a) promoting
- b) buying
- c) storing
- d) transporting
- A company that collects _______ on customer preferences can develop better products.
- a) financing
- b) market information
- c) storage plans
- d) processing details
- The marketing process that focuses on meeting customer needs and selling products is _______.
- a) financing
- b) buying
- c) selling
- d) processing
Class Activity Discussion
(15 FAQs with Answers for Better Understanding)
- Q: What is the primary goal of the marketing process?
A: To connect products and services to consumers by fulfilling their needs and preferences. - Q: How does buying help the marketing process?
A: Buying ensures that businesses acquire the right products that match customer demand. - Q: What is the purpose of the selling function?
A: Selling provides a way to offer customers products that meet their needs, either directly or through retailers. - Q: Why is financing important for a business?
A: Financing provides the capital necessary to start and maintain operations and support sales. - Q: How does storage help the marketing process?
A: Storage protects goods until they are needed, ensuring they are available for future sale or production. - Q: What is the role of transportation in marketing?
A: Transportation moves products from their place of origin to the customer, ensuring timely availability. - Q: Can you give an example of processing in marketing?
A: Processing transforms raw wheat into flour or bread, making it suitable for consumer use. - Q: How does promoting support the marketing process?
A: Promotion creates awareness, informs customers about products, and attracts potential buyers. - Q: What is market information, and why is it valuable?
A: Market information provides data on customer preferences, helping businesses make informed decisions. - Q: In what way does buying affect a company’s costs?
A: By carefully selecting products, companies can control costs while meeting customer demand. - Q: How can selling be conducted in a business?
A: Selling can be direct to consumers or through wholesalers and retailers who distribute products. - Q: What might happen if goods are not stored properly?
A: Improper storage could lead to product damage, spoilage, or shortages when goods are needed. - Q: Why is it important for transportation to be cost-effective?
A: Cost-effective transportation keeps product prices lower and ensures timely delivery to customers. - Q: How does financing support customer purchasing?
A: Financing options can make it easier for customers to afford goods and services. - Q: How does market information reduce business risk?
A: Accurate data helps businesses anticipate customer needs and avoid costly mistakes.
Evaluation
(10 Questions Related to the Topic)
- List and describe four key functions in the marketing process.
- Explain why financing is essential for a new business.
- Describe how transportation aids in delivering products to customers.
- Why is it important for goods to be stored correctly?
- Provide an example of how promotion is used in marketing.
- Explain the difference between buying and selling in the marketing process.
- How does processing add value to raw materials?
- Define market information and explain its importance.
- What role does storage play in seasonal product availability?
- How does financing assist customers in making purchases?