Introduction to MarketingUnit 4-Value Creation
Students will be able to analyze how the product packaging or brand impactsthe consumer by determining how new products and services can attribute toa consumers choice.2.
Students will evaluate how competitive products and other brands impactchoices that company by hypothesizing which methods work best.3.
Students will create a marketing mix plan to devise how to develop newproducts to enter the market and how branding and service aspects willimpact the products acceptance, growth, and maturity into the market place.Unit Goals:
Have students understand the introduction of a new product in the market
Students know product life cycle and BCG matrix and how the apply tomarketing
Students evaluate how services differ from products and what impact thismakes on the consumer
Students know and can apply the Gaps model
Students can determine how different aspects of the product can change andhow this affects the product image
Students know how branding can affect a product
Rationale: A marketer’s job is to create value for the product. This unit provides a
variety of ways that will help students to gain understanding of what aspects gointo creating this value for the customer. Through the creation of the product, tobranding, packaging, and looking at what value services have, this unit helpsstudents become proficient marketers by learning how to create value of a product.Lessons Outline (Lessons Attached):1.
Diffusion, innovation, and development of new products2.
The Product Life Cycle and the BCG matrix3.
Service Marketing: Intangible, Inseparable, Perishable, and Variable4.
The Gaps model