Lesson Notes By Weeks and Term - Senior Secondary School 2

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Term: 1st Term

Week: 2

Class: Senior Secondary School 2

Age: 16 years

Duration: 40 minutes of 2 periods each

Date:       

Subject:      Marketing

Topic:-       Types and functions of distribution II

SPECIFIC OBJECTIVES: At the end of the lesson, pupils should be able to

  1. Discuss the distribution decisions strategies

INSTRUCTIONAL TECHNIQUES: Identification, explanation, questions and answers, demonstration, videos from source

INSTRUCTIONAL MATERIALS: Videos, loud speaker, textbook, pictures

INSTRUCTIONAL PROCEDURES

PERIOD 1-2

PRESENTATION

TEACHER’S ACTIVITY

STUDENT’S ACTIVITY

STEP 1

INTRODUCTION

The teacher reviews the previous lesson on distribution

Students pay attention

STEP 2

EXPLANATION

She lists the distribution decisions strategies

 

Students pay attention and participates

STEP 3

DEMONSTRATION

She discusses the distribution decisions strategies

Students pay attention and participate

STEP 4

NOTE TAKING

The teacher writes a summarized note on the board

The students copy the note in their books

 

NOTE

DISTRIBUTION DECISIONS STRATEGIES

Depending on the level of penetration, are three main strategies to

distribute a product in the market:

 

  1. Intensive distribution

The intensive distribution channel is used for distributing common

consumer goods. Intensive distribution is when companies distribute their

products through a large number of outlets.

Intensive distribution works well for mass production and cheap-cost

products such as milk, meat, clothes, or cosmetics. With this strategy, the

company tries to cover as big a market as possible.

An example is Heineken beer being sold in supermarkets, restaurants, and

pubs.

 

  1. Selective distribution

The distribution of higher-value goods is often handled in selective

channels. Selective distribution is when companies select a few outlets to

distribute their products. The selective outlets are chosen for their

reputation and are responsible for marketing the product to the customers.

The strategy is suited for specialized products such as technology or

fashion.

 

Sony TVs and Zara are brands that adopt the selective distribution method.

 

  1. Exclusive distribution

Very high-end products are distributed in exclusive channels. Exclusive

distribution is when companies reserve the distribution to one store chain.

Products for exclusive distribution are often expensive and target middle- or

high-income customers. The producers are also well-established brands in

the market.

AT&T is the sole distributor of iPhones to the end customer. Gucci and

Lamborghini also reserve exclusive distribution to one distributor.

 

EVALUATION:    1. List and discuss the distribution decisions strategies

CLASSWORK: As in evaluation

CONCLUSION: The teacher commends the students positively