Topic:
The selling process
Duration:
1 lesson
Syllabus Outcomes:
5.1 applies consumer, financial, business, legal and employment concepts and terminology in a variety of contexts
5.4 analyses key factors affecting commercial and legal decisions
5.7 researches and assesses commercial and legal information using a variety of sources
Students learn about:
factors which differentiate products
- service, convenience, value and social
- environmental
Students Learn to:
- identify why consumers select particular products
– discuss social, ethical and environmental considerations in promoting products
Indicators of learning – By the end of this lesson students will be able to...
- Define product differentiation and explain its purpose
- Identify four ways in which businesses differentiate products
- Discuss a marketing case study
Assessment
- Student participation during class discussion
- Student’s completed work
- Student responses to case study
Lesson Plan
5 mins – Introduction
10 mins – Product differentiation discussion
20 mins – Factors that differentiate products
15 mins – Case study
5 mins – Lesson summary
Text Page
Pg 152 - 153



Glossary of Terms:
Define the following in your glossary of terms in the back of your workbook:
- Product differentiation

Introduction:
This is the first lesson of the new topic ‘Promoting and Selling.’ Throughout this topic we will analyse the methods businesses’ use to maximise their profits by persuading customers to buy their goods and services. This lesson we will look at product differentiation and the way businesses make their products stand out from their competitors.

I have brought a number of products to class, discuss what differentiates these products, include
- What is the Product?
- Where have you seen it advertised?
- Who else has a similar product and competes with this product?
- Why would you buy this product over a similar product?

Teacher Guided PowerPoint Presentation:


Class Discussion:
Discuss the videos on ‘Topic 3 Advertisements’ page as a class.

Lesson Case Study – Coca Cola:
Open the PDF below, read it, and answer the following questions

1 The Gruen Transferdescribes water advertising as creating differences between products that are essentially the same. Can you think of other products/services that might fall into this category?
2 Looking at your answer to Question 1, what are potential differences that could be used to distinguish these products/services from each other? Why do you think these would be effective?
3 Both the Coca-Cola case study and The Gruen Transfer discuss a product’s branding and target demographics as potential differentiators. Take two brands in each of three different product/service categories (e.g. two chocolate bars, two brands of moisturizer, two airlines) and compare and contrast within each category:- The target demographic of each product/service- The primary band values of each product/service
4. “Advertisements are now so numerous that they are very negligently perused, and it is therefore become necessary to gain attention by magnificence of promises and by eloquence sometimes sublime and sometimes pathetic.”
Samuel Johnson (1709-1784)- What do you think Johnson meant by this? Do you think his comment still has relevance today?
- What do you think are the main differences between advertising in Johnson’s day and now? You may like to consider such things as target demographics, advertising mediums and branding. How do you think these differences have affected advertising as a whole?
- Do you think that the changes in our society have made advertising more or less powerful since Johnson was writing?








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