The
Mall & the Promotional Mix: A Popular Combination
(field trip to the Mall)
Principles of
Business and Marketing
Grades: 10-12
Lesson Time: Field Trip - 4 hours
Promotion - Introduction
to the promotional mix/ the role of Promotion in Marketing
It is not enough for a business to have good products sold at attractive
prices. To generate sales and profits, the benefits of products have
to be communicated to customers. In marketing, this is commonly known
as "promotion
A business' total marketing
communications program is called the "promotional mix" and
consists of a blend of advertising, personal selling, sales promotion
and public relations tools.
What better place than a
mall to introduce and reinforce marketing tactics. A field trip to the
local mall demonstrates many promotional principles, pricing strategies,
advertising, packaging, promotions, selling, and target marketing and
more.
Objectives
Students will be introduced to the components of the promotional mix
Students will understand the steps of the selling process
Students will be able to see samples of pricing strategies, display
advertising, packaging, and product promotions
Students will understand the concept of target market and segmentation
Students will know Exchange is the focus of Marketing
Students will be able to identify various Relationships in Marketing
What students will know?
5 of the 9 key functions of marketing:
Marketing Information Management
Product planning
Promotion
Purchasing
Selling
Students will know the definition
of the following terms:
Promotional selling, advertising, publicity, promotion, publicity, public
relations, target market, demographics, exchange, pricing strategies.
What students will be able to do:
Students will be able to identify and examine the different components
of the promotional mix
Students will work in teams
Students will observe and examine interaction between customers and
sales associates
Students will be able to identify the benefits of effective selling
Students will be able to apply marketing principles to their own selling
and shopping experience
Students will be able to interface with marketing professionals
Students will compare and contrast items
Re-teach section:
The trip to the mall will reinforce previous marketing concepts discussed
in class. Concepts such as target marketing, and segmentation. It illustrates
many key functions of Marketing; promotion, selling, distribution, pricing,
and marketing information management.
Some Possible Metacognitive
Questions
What are your best 'selling qualities?
Why is Richmond a good 'market' for this upscale mall?
Which of the 4 components of the promotional mix did you identify most
frequently?
Why don't retailers who can offer discounts and sales simply lower the
price of their goods/products to attract more customers?
Before Trip Activities
