Marketing: Identify the Firm's State
This is an exercise in marketing for business studentsto help
them identify the types of marketing needs.
and explores ways to deal with those demands. It may require some
prior knowledge of marketing techniques, and provides lively debate
for normal marketing classes and intermediate and advance ESL
classes at international business schools
To begin, print a large card for each of the state of affairs
or classifications below.
Wholesome or Ethical , Rejected or Unwanted , Overcrowded
, Abundant , Unhealthy or Immoral, No Interest or No Need,
Dwindling Demand, Seasonal or Peak, Unrecognized or Unfulfilled
These positions or state of affairs are often the opinons or perceptions
of the the general public, or the company itself. They may be
very stereotypical. Or they may simply be the state of the market
Clear out a large space in the classroom or go out in the corridor
and place the cards on the floor. Ask your students to arrange
the cards in some kind of order or pattern, for example the most
positive to the most negative.
Make sure there is a great deal of space between each card.
Choose one of the potential clients or problems below (or make
up some case in points of your own) and ask the students to catagorize
the requirements of that firm or idea by simply standing next
to the card in question.
Here is were the fun starts. Ask the students why they chose that
card. From what perspective did they aproach
their decision? What is their take on this state of affairs. What
actions do they recommend to impliment in this situation?
What are the pluses and minuses in this case? Future problems?
Your first example might be Malboro Cigarettes. Most if not all
of the students will gravitate to "Unhealthy or Immoral Needs"
or "Rejected or Unwanted Needs". Their solutions might be: ban
on advertising, increasing prices, reducing the number of cigarettes
in packs, or marketing to children, deception, cigarette bars...
Try to let them lead but you can help them get started. This should
really emphasize that marketing is not simply selling but controlling
and bettering present conditions.
Examples of your clients or subjects:
Amazon Rainforest Society
Andom's Employment Service for Former Criminals & Ex-Drug
Corrine Steward's Whiskey Distillery
Electric/Gasoline Hybrid Automobile
Niel Finn's Jobs for the Handicapped
Kunzer's Kosher Kooking Kompany
Grand Canyon National Park
Retro Look TV, Telephones, and Radios (old fashioned looking)
Colt Gun Manufacturing
The Liliane Bois Simon Foreign Film Cinema Complex
St Etienne's Public Transportation
Save Our Communist Party From Extinction
Solar Powered Devices Ltd.
The Catholic Church in Western Europe
Eat Away Fat Blocker
Paul Wheal Language Schools
Igor Konak's Oil Painting Emporium
RetroElec: (Simple to Use Electonic Devices with easy to see big
buttons, large knobs, no hidden controls and no clickers to lose)
The Franco-Slovian Business and Cultural Exchange (Tatinia Duma