9-10 Teacher Externship Lesson: Branding and Selling in Agriculture

CTE Areas of Study: Agriculture

Standards & Objectives

Learning objectives:

The goal of this activity is to develop a student’s understanding of customer service and marketing strategies. The student will be able to list and provide examples of the “4Ps of Marketing” and “The New Ladder of Marketing Success”. The student will understand the relationship between a feed brand and a consumer’s loyalty to a specific brand or company based on emotion or logical choices. The student will be able to discuss the benefits of feeding a higher priced/higher quality feed (or other product) in comparison to a lower price/lower quality product (a higher quality feed can be fed in smaller amounts, thus reducing the overall cost per daily ration). This activity will allow students to demonstrate proficiency of Tennessee’s Standards for Literacy in Technical Subjects along with CTE course standards.

Essential and guiding questions:

According to the text, what is the primary marketing goal of all businesses?
What steps could a business take to build trust with consumers? Be sure to cite evidence from the text.
What does the author say are the benefits of direct marketing to consumers?
Give two examples utilizing marketing strategies covered in this reading task that could be used in marketing a higher priced ruminant feed to consumers.
Compare and contrast the differences in the “Old P’s of Marketing” and the “New Ladder of Marketing Success”.
How have the customers’ ways of purchasing changed? Be sure to support your answer with evidence from the text.
Using the ladder of success, draw a corresponding ladder using your strategies for marketing a more expensive ruminant feed. Align the rungs as such: Quality = Higher Protein Content, Passion = Direct Marketing, etc.

Unit Variations

Blooms taxonomy level:

Applying

Differentiation suggestions:

Scaffolding and support for students with special needs, English language learners, and struggling readers:

Consider pre-teaching synonyms of difficult vocabulary words. Lower-level readers and ELL students can still be challenged without being overloaded with difficulty. This strategy can also be used to differentiate for stronger readers by introducing new, and more challenging, vocabulary. Struggling readers would also benefit from visual aids to illustrate many of the ideas presented. Pictures, diagrams, and charts alongside the text will go far to aid students as they dissect the articles.

Originator:

Tennessee Department of Education