General Business
I: Business Marketing and Advertising
Standard 1:
Identify the roles of marketing and analyze the impact of marketing on the individual,
business, and society.
Benchmark: Know the roles of marketing in society.
b. TLW explain the impact of marketing on personal life.
c. TLW explain diversity of activities involved in marketing.
d. TLW compare and contrast marketing strategies for products, services, ideas and persons.
Standard 2:
Define, develop, and apply a code of ethics to various marketing issues.
Benchmark: Understand ethics and its role in marketing.
a. TLW explain the importance of trust for the successful conduct of business.
b. TLW identify ethical considerations relating to truth in advertising, selling, pricing and packaging.
c. TLW determine how patents, copyrights, and trademarks are used to combat unethical behavior.
d. TLW give examples of how unethical behavior leads to governmental regulations.
Benchmark: Understand how the economic environment, cultural differences, technology and economics affect marketing.
a. TLW determine the ways in which economic conditions, both domestically and internationally, affect marketing strategy.
b. TLW describe how cultural differences, both domestically and internationally, affect each element of the marketing mix.
c. TLW demonstrate through case studies the effects of cultural differences on marketing.
d. TLW identify current technological advances affecting marketing strategy. (Physical Science S5B1-a)
e. TLW determine new ways of marketing products using emerging technologies.
f. TLW demonstrate the ability to use the latest technology in marketing activities. (Physical Science S5B2-a)
g. TLW analyze the competition for a specific product or service and determine how its strengths and weaknesses will lead to identification of opportunities.
Standard 4: Describe the characteristics of a product
and stages of product development.
Benchmark: Understand new product development, product life cycle, packaging and branding, and the product mix.
a. TLW describe how new product/services are conceived, developed, and test marketed.
b. TLW list the steps of the product life cycle and identify in which stage a product is located.
c. TLW identify the qualities of an effective brand name.
d. TLW explain the rationale for some companies to extend brand names to related products.
e. TLW define the nature of a product mix in a particular company.
f. TLW identify product mix decisions that must be made in order to market the product or service.
g. TLW explain the advantages and disadvantages of product line diversification (e.g., extending product lines and adding new ones.
Standard 5: Explain the role of pricing, place and
promotion in the marketing process.
Benchmark: Know the objectives of pricing and how to calculate price.
a. TLW identify the various objectives of pricing (e.g., revenue maximization, profit maximization).
b. TLW identify the factors that will influence a product’s price. (Math S2B3)
c. TLW calculate a product’s price using a variety of methods. (Math S1B3)
d. TLW explain the relationship between price and perceived quality.
e. TLW differentiate among the various channels of distribution and explain their importance to the marketing process.
f. TLW identify the most efficient means for distributing a product or service.
g. TLW identify the various mediums available for advertising.
h. TLW design advertisements.
i. TLW explain how changing technology affects advertising.
j. TLW choose appropriate sales promotion tools for a particular product or service.
k. TLW explain the importance of personal selling in a company’s operation.
Standard 6: Develop a marketing plan encompassing all of
the necessary components.
Benchmark: Organize and create a marketing plan for a product or service.
a. TLW explain why marketing planning is essential for organization success.
b. TLW develop a marketing plan for a product or service given a set of circumstances.