Marketing Pulse Check Pre Assessment Marketing Pulse Check
Pre-Assessment: Marketing Plan Foundations
NAME: ____________________
Select the best answer for each question. Mark your choice clearly in the provided space.
1. What is the primary purpose of a marketing plan?
A Calculate annual profit
B Outline reach/goals
C Legal incorporation
D Personnel list
2. Which step identifies the group of people most likely to buy your product?
A Financial Plan
B Customer Analysis
C Marketing Mix
D Operational Plan
3. A SWOT analysis is primarily used in which phase?
A Customer Analysis
B Market Analysis
C Mix Design
D Final Pitch
4. Product, Price, Place, and Promotion are known as:
A The Marketing Strategy
B The Marketing Mix
C The Sales Channel
D The SWOT Summary
5. Which of the following is a DEMOGRAPHIC data point?
A Income level
B Favorite hobby
C Brand loyalty
D Political views
Official Answer Key
1: B
2: B
3: B
4: B
5: A
*Teacher: Ensure students have access to the vocabulary sheet for review after this Pulse Check.
Daily Dividends Bell Ringers Daily Dividends
Bell Ringer Portfolio
NAME: __________________________ DATE: __________________________
Day 1
Answer: ________
Which of the following best describes why a business creates a marketing plan?
A Hire new employees
B Reach audience goals
C Incorporate legally
D Internal production only
Day 2
Answer: ________
Researching the age and income of residents in a 10-mile radius is part of what step?
A Market Analysis
B Customer Analysis
C Marketing Mix
D Budget Planning
Day 3
Answer: ________
Which of the 4 Ps focuses on the distribution channels and location for the customer?
A Product
B Place
C Price
D Promotion
The Hook Lesson Opening Activity THE OPENING HOOK
Lesson Opening Activity
The "Silent Salesman" Challenge
Imagine you have 15 seconds to convince a busy person to buy a generic bottle of water for $5.00. You cannot speak. You can only show them one image or one word .
Step 1: Brainstorm
Identify your target market and setting (e.g., at a marathon). Draw or write your one word/image below.
Step 2: The "Mix"
Explain how the Place (setting) allowed you to charge that Price ($5.00) for the product.
Class Discussion Hook
• Why did the value of the water change based on the customer's situation?
• If you didn't know who the person was, could you have sold it?
• How does this demonstrate the need for a Marketing Plan ?
From Guessing to Planning • The Marketing Blueprint
Marketing Vocabulary Master Slides ESB Certification Prep
THE MARKETING BLUEPRINT
Mastering Step-by-Step Strategic Marketing for Year 2 Business Students.
The Strategy
A Marketing Plan is your roadmap to achieve specific business growth.
Crucial Goal:
"Translate broad business objectives into clear, measurable marketing actions."
3 Fundamental Steps
1. Customer Analysis
2. Market Analysis
3. Marketing Mix
1
Customer Analysis
Demographics
Hard facts: Age, Gender, Income, Occupation.
Psychographics
Soft facts: Hobbies, Beliefs, Values, Lifestyle.
Key Question:
"What specific problem are we solving for this specific person?"
2
Market Analysis & SWOT
SStrengths
WWeaknesses
OOpportunities
TThreats
Industry Reality Check
Evaluating market size, growth potential, and competitors (Direct vs. Indirect).
3
The 4 Ps: Part 1
Product
The tangible goods or services that solve a customer's specific pain point.
Price
The exchange value based on costs, profit goals, and customer perception.
3
The 4 Ps: Part 2
Place
Distribution channels and locations where customers can access the product.
Promotion
Communication strategies used to inform, persuade, and remind customers.
Video Hook: The 4 Ps
Embedded media
Applying the Marketing Mix In Real-Time
Tesla
Direct: Rivian / Lucid
Indirect: Uber / Trains
Amazon
Direct: Walmart / eBay
Indirect: Local Shops
Starbucks
Direct: Dunkin'
Indirect: 7-Eleven
Netflix
Direct: Disney+ / Hulu
Indirect: TikTok / Gaming
Planet Fitness
Direct Competition
LA Fitness, Anytime Fitness, local CrossFit gyms.
Indirect Competition
Peloton, Home Gym Equipment, Outdoor Running.
Blueprint Terms Vocabulary Sheet BLUEPRINT TERMS
Essential Vocabulary: Marketing Plan Design
ESB V.2 REFERENCE
Mastering these terms is critical for the Marketing and Sales portion of the Entrepreneurship and Small Business (ESB) certification exam.
Marketing Plan
A detailed document that outlines the marketing strategy and efforts a business will use to reach its target audience and achieve sales goals.
Customer Analysis
The process of identifying the needs, behaviors, and characteristics of potential customers through demographics and psychographics.
Market Analysis
The assessment of the overall industry, market trends, and competitive landscape, often using a SWOT analysis.
Marketing Mix
A set of strategy tools (Product, Price, Place, Promotion) used by a company to promote its brand or product in the market.
Direct Competitor
A business that offers similar products and services to the same target market (e.g., Lowe’s vs. Home Depot).
Indirect Competitor
A business that offers different products/services but targets the same customer need or budget (e.g., Domino's vs. a grocery store's deli).
Demographics
Statistical data relating to the population and particular groups within it (Age, Gender, Income, Occupation).
Psychographics
The study and classification of people according to their attitudes, aspirations, and other psychological criteria (Values, Hobbies).
Value Proposition
A statement that summarizes why a consumer should buy a product or use a service from that particular business.
Unique Selling Point
The specific factor or consideration presented by a seller as the reason that one product or service is different from and better than that of the competition.
Personal Definitions / Examples
Write your own examples for Direct vs Indirect competition here...
Guided Blueprint Student Notes The Blueprint Notes
Marketing Strategy • ESB V.2 Preparation
Name: ____________________________
I. Foundation
A Marketing Plan is a __________________________ document that outlines how a business will reach its __________________________ audience.
1. Customer Analysis
2. Market Analysis
3. Marketing Mix
II. Step 1: Customer
Demographics (Physical)
Age & Gender
________________________
________________________
Psychographics (Mental)
Interests & Values
________________________
________________________
III. Step 2: Market
Strengths (Int.)
Weaknesses (Int.)
Opportunities (Ext.)
Threats (Ext.)
IV. Step 3: The 4 Ps
PRODUCT
PRICE
PLACE
PROMOTION
V. Case Evaluation
Identify a Direct Competitor for each of these 5 businesses:
Starbucks: ____
Tesla: ____
Amazon: ____
Netflix: ____
Planet Fit: ____
Marketing Blueprint Student Notes © 2026
Rivalry Report Competition Activity RIVALRY REPORT
Hands-On Activity: Competitive Analysis
ESB V.2 Mastery Activity
Name:
Objective
Analyze five businesses to determine their Direct and Indirect competitors. Defend your choices in the discussion section.
Target Business
Direct Competitor
Indirect Competitor
Starbucks
Food & Beverage
Tesla
Automotive/Tech
Amazon
E-commerce/Retail
Planet Fitness
Health/Service
Coca-Cola
Manufacturing
Discussion Preparation
Choose one business above. If that business were to fail tomorrow, which competitor (Direct or Indirect) would benefit the most? Explain your reasoning below.
Certification Check Assessment CERTIFICATION CHECK
Summative Assessment • 15 Questions • ESB V.2
STUDENT NAME: ____________________
Year 2 • Domain 5: Marketing & Sales
Professional Exam Mode: Choose the one best answer for each question.
1. A new local bakery is identifying its target market by looking at income levels. Which part of the marketing plan is this?
A. Marketing Mix
B. Customer Analysis
C. SWOT Analysis
D. Action Plan
2. Which of the following is considered an EXTERNAL factor in a SWOT analysis?
A. Company secret recipe
B. Loyal customer base
C. Rising interest rates
D. Highly trained staff
3. Product, Price, Place, and Promotion are known as the:
A. Marketing Mix | B. SWOT | C. Strategy | D. Purpose
4. Which "P" involves deciding how a product gets to the customer (shipping vs retail)?
A. Product | B. Promotion | C. Place | D. Price
5. A direct competitor for Starbucks would most likely be:
A. 7-Eleven | B. Dunkin' | C. Coca-Cola | D. McDonald's
6. Psychographics refers to which aspect of a customer profile?
A. Income | B. Age | C. Location | D. Values & Interests
7. In a SWOT, "Opportunities" are classified as:
A. Internal Positive | B. External Positive | C. Internal Negative | D. External Negative
8. What is the goal of a value proposition?
A. State cost of goods
B. Explain why to buy
C. List store locations
D. Outline SWOT
13. Describe the difference between Internal and External SWOT factors. Provide one example for each.
Internal Factors:
External Factors:
14. Fill in the 4 Ps of the Marketing Mix.
Product
Price
Place
Promotion
15. Final Case Pitch: Why is performing a Customer Analysis essential BEFORE setting the Price in your Marketing Mix?
Certification Challenge Workspace
Final Pitch Closure Exit Ticket FINAL PITCH
Exit Ticket: Marketing Mastery
Name
Date
1. If you were launching a new brand of athletic shoes, name one Direct Competitor and explain why they are direct.
2. Which of the 4 Ps do you believe is the most challenging for an entrepreneur to get right? Why?
How ready do you feel for the "Marketing and Sales" domain of the ESB exam?
Clueless
1
2
3
4
5
Certified
"Marketing is no longer about the stuff that you make, but about the stories you tell." — Seth Godin
Agency Manual Teacher Guide AGENCY MANUAL
Facilitation Guide & Master Key Portfolio
Instructional Sequence
Phase 1: Hook
"Silent Salesman" Activity. Establish the critical need for an environmental plan before tactical execution.
Phase 2: Analysis
Resource: HubSpot 4 Ps Video.
Contrast internal controls vs. external environment using the Strategy Lab SWOT.
Phase 3: Synthesis
Pivot Point Case Study. Synthesis of Customer, SWOT, and 4 Ps into one cohesive strategic pivot.
Assessment Master Key
Q1:B
Q2:C
Q3:C
Q4:C
Q5:B
Q6:D
Q7:B
Q8:B
Q9:B
Q10:A
Q11:C
Q12:D
Q13 SWOT: Internal (SW) vs External (OT). Ex: Skill vs Tax.
Q14 MIX: Product, Price, Place, Promotion.
Q15 PITCH: Customer data dictates the price ceiling and perceived value.
Rivalry Report Matrix
Brand Direct Competitor Indirect Competitor Starbucks Dunkin' / Dutch Bros 7-Eleven / Home Brewing Tesla Rivian / Lucid / Ford EV Public Transit / Trains Amazon Walmart.com / eBay Specialty Boutiques Netflix Disney+ / Hulu / Max TikTok / Gaming Planet Fit LA Fitness / Anytime Peloton / Running
Blueprint Facilitation Guide • Domain 5 Certification Mastery
SWOT Strategy Lab Worksheet SWOT Strategy Lab
Step 2: Market Environment Analysis
NAME:
DATE:
INT
Internal Factors
Controllable: Strengths & Weaknesses.
EXT
External Factors
Environment: Opportunities & Threats.
Scenario: Perk-Up Coffee Startup
Perk-Up is a local shop with organic beans and award-winning baristas , but they have zero brand awareness and limited cash . A national chain is opening nearby, but the city just passed a Shop Local tax credit for small biz customers.
Strengths
Int / Pos
Weaknesses
Int / Neg
Opportunities
Ext / Pos
Threats
Ext / Neg
The "Counter-Strike" Strategy
Identify one Strength Perk-Up should use to neutralize their biggest Threat . How will this win over customers?
Agencies for Success • Strategy Lab Portfolio
Pivot Point Case Study Worksheet The Pivot Point
Strategic Case Study: Game-Day Gear
STUDENT: ____________________
Industry: Subscription Services
The Scenario
Game-Day Gear (GDG) ships curated boxes of recovery supplements and gear to high school athletes. Growth has stalled. Customers are switching to local retail stores and specialized digital training apps. GDG needs a strategic re-mix.
1. Customer Analysis
Demographics (Age, Income, Role)
Psychographics (Motives & Values)
2. SWOT Analysis
Strengths (Int)
Weaknesses (Int)
Opportunities (Ext)
Threats (Ext)
3. Strategic Re-Mix
Propose ONE major strategic pivot for each element of the Marketing Mix.
Product
Price
Place
Promotion
Game-Day Gear Analysis • Strategy Lab Case Study • GDG-V2
Unit Blueprint Overview Sheet Unit Blueprint
Blueprint for Success • Marketing Strategy
ESB V.2 DOMAIN 5
Essential Questions
• How does a business systematically identify who its customers are and what they value?
• What role does environmental analysis play in long-term strategic survival?
• How are the 4 Ps aligned to solve customer problems while meeting business goals?
Learning Objectives
OBJ 01 Describe the elements, design, and purposes of a marketing plan (DOK2).
OBJ 02 Perform comprehensive customer and market analysis using SWOT tools.
OBJ 03 Evaluate and differentiate between direct and indirect competitors across five diverse industries.
Major Deliverables
Rivalry Report
SWOT Strategy Lab
Pivot Point Case
Certification Check
Key Vocabulary
Target Market SWOT 4 Ps Psychographics USP
ESB V.2 Exam Correlation
Domain 5: Marketing & Sales
This unit targets 25% of the certification exam. Focus on identifying value propositions and differentiating between internal weaknesses and external threats.
Mastery Checkpoint
Successful students can describe a marketing plan's purpose and design tactical shifts in the marketing mix based on competitor data.
Marketing Strategy Division Year 2 Curriculum Overview
Wealth Check Pre Assessment Wealth Check
Unit: The Bottom Line • Financial Management
DOMAIN 6 PRE-ASSESS
This check-in helps gauge your current understanding of business finances. Choose the best answer for each question.
1. What is "Revenue" in a business context?
A. Money spent on supplies
B. Money received from sales
C. Profit after paying taxes
D. Total debt at bank
2. Which formula is used to calculate Net Profit?
A. Revenue + Expenses
B. Revenue - Total Expenses
C. Assets - Liabilities
D. Price x Quantity
3. What is an example of a "Fixed Expense"?
A. Monthly Rent
B. Raw Materials
C. Utility Bills
D. Commissions
4. "Break-even Point" is the moment when:
A. Revenue exceeds bills by 50%
B. Total Revenue equals Expenses
C. The business closes down
D. The owner takes a salary
5. What does a "Cash Flow Statement" track?
A. Employee attendance
B. Total Net Worth
C. Cash moving in and out
D. Marketing effectiveness
Answer Key (Teacher Use)
1: B
2: B
3: A
4: B
5: C
Financial Fuel Bell Ringers Financial Fuel
Daily Bell Ringer Set • Unit 6
NAME: __________________________ DATE: __________________________
Day 1: Profit Logic
Answer: ________
A business sells 100 hats for $20 each. It cost $800 to make the hats. What is the Gross Profit?
A $2,000
B $1,200
C $800
D $200
Day 2: Expense Type
Answer: ________
Which of these expenses remains the same even if sales double next month?
A Shipping Costs
B Sales Tax
C Building Insurance
D Advertising Spend
Day 3: Break-Even
Answer: ________
To lower the break-even point, an entrepreneur should attempt to:
A Increase fixed costs
B Decrease sales price
C Lower variable costs
D Hire more staff
The Candy Counter Opening Activity The Candy Counter
Lesson Opening: Revenue vs Profit
The 100-Bar Scenario
You bought a box of 100 chocolate bars for $50.00 . You sold all of them for $1.00 each. Your pockets are heavy with dollar bills!
Task 1: The Count
Total cash in your pocket right now? (This is your REVENUE).
$ ________
Task 2: The Reality
Subtract what you spent to buy the box. What is your actual PROFIT?
$ ________
Discussion: The Big Picture
• What happens if you spend 10 hours selling the bars? Does your "Labor Cost" change the profit?
• What if 20 bars melted in the sun? How does that change your total Revenue?
• Which number matters more for the long-term survival of a business?
Financial Foundations • Lesson Hook
Wealth Management Master Slides Financial Foundations
MONEY MATTERS
Mastering Revenue, Expenses, and the Art of Profitability.
The Bottom Line
REVENUE − EXPENSES = PROFIT
The most important equation in the history of business.
What is Revenue?
"The Top Line"
Revenue is the total amount of income generated by sales. It is the money coming IN.
Formula
Price × Quantity
Revenue != Success
You can have millions in revenue and still lose money if your bills are higher.
The Money Out
Fixed Expenses
Costs that stay the same regardless of how much you sell.
Rent
Salaries
Variable Expenses
Costs that change based on your production volume.
Materials
Shipping
2
Profit Types
Gross Profit
Revenue − COGS
Profit after direct costs.
Net Profit
Revenue − ALL Bills
What you actually keep.
The Survival Line
Break-Even Point (BEP)
Where income matches bills. You have Zero Profit but Zero Loss.
The Equation
Total Fixed Costs
Price − Var. Cost
Feature: Income Statements
Embedded media
De-coding the Profit & Loss Statement
Timing is Everything
Profit
Net wealth gain over time.
"Are we winning?"
Cash Flow
Actual movement of dollars.
"Can we pay today?"
Money Dictionary
COGS
Direct cost to make or buy items.
ASSETS
Resources the business owns.
LIABILITIES
Debts the business owes.
MARGIN
Profit as a % of revenue.
The P & L Statement
Total Revenue$10,000
− Cost of Goods Sold($4,000)
GROSS PROFIT$6,000
− Operating Expenses($3,500)
NET PROFIT$2,500
Quick Recall
If your Revenue is $500 and your Total Expenses are $600, what is the result?
Wealth Guided Student Notes Wealth Guided Notes
Financial Strategy • ESB V.2 Preparation
NAME: ____________________________
I. The Golden Equation
REVENUE
−
Expenses
=
________________
II. Definitions & Categorization
Revenue: Total money coming IN from ________________________________________________
Expenses: Total money going OUT for __________________________________________________
Fixed (Controllable)
Ex: ____________________
Variable (Volume)
Ex: ____________________
III. Market Snapshot (SWOT)
Strength
Weakness
Opportunity
Threat
IV. Survival Logic
Break-Even Point (BEP)
REVENUE matches EXPENSES. Profit is exactly $________.
Formula: Fixed Costs / (Price − Variable Costs)
V. Mini-Case: The Pivot
Cost: $2 | Price: $10 | Sales: 100 | Rent: $500. Calculate Net Profit:
Wealth Guided Notes • Domain 6 Readiness • 2026
Profit & Loss Lab Activity Profit & Loss Lab
Analyzing the Income Statement • Smoothie Hub Case
NAME:
DATE:
The Scenario
"The Smoothie Hub" sold 5,000 smoothies last month at $6.00 each. Their COGS (fruit, cups, lids) was $2.00 per unit. Fixed monthly rent and insurance is $8,000 . Marketing and labor total $5,000 .
Step 1: Revenue
$ ________
Step 2: COGS
$ ________
Step 3: Construct Statement
Total Sales Revenue $ ________
− Cost of Goods Sold (COGS) ($ ________)
GROSS PROFIT $ ________
− Operating Expenses (Rent + Labor + Marketing) ($ ________)
NET PROFIT $ ________
Strategic Adjustment
If the price of fruit doubles, but you keep your selling price at $6.00, what happens to your GROSS PROFIT and your BREAK-EVEN point? Explain:
financial mastery portfolio • p&l analysis • v2
Wealth Checkpoint Assessment Wealth Checkpoint
Financial Mastery Quiz • ESB V.2 Style
STUDENT NAME: ____________________
Year 2 • Domain 6: Finance
Assessment Mode: Choose the one best answer for each question.
1. Which financial statement is primarily used to determine if a business was profitable over a specific period?
A.Balance Sheet
B.Income Statement
C.Cash Flow Statement
D.Equity Ledger
2. An entrepreneur pays $1,200/month for rent. This is best classified as a:
A.Variable Expense
B.Cost of Goods Sold
C.Fixed Expense
D.Indirect Asset
3. If Total Revenue is $5,000 and Total Expenses are $4,200, what is the Net Profit?
A.$5,000
B.$800
C.$4,200
D.$9,200
4. Cost of Goods Sold (COGS) includes which of the following?
A.CEO Salaries
B.Insurance premiums
C.Raw materials
D.Utility bills
5. Which action would most directly help DECREASE a business's break-even point?
A.Lowering prices
B.Increasing rent
C.Cutting variable costs
D.Hiring more managers
Analytical & Extended Responses
13. Synthesis: Explain the difference between GROSS profit and NET profit in your own words.
14. Calculation: Fixed Costs = $2,000. Unit Price = $10. Unit Variable Cost = $5. Calculate Break-Even in Units.
________ Units
15. Performance Check: Why might a business be "Profitable" on paper but have a "Negative Cash Flow" in the bank account?
The Payday Pitch Closure Exit Ticket The Payday Pitch
Closure: Financial Mastery Check
Fiscal Date
Associate Name
Identify Yourself...
1. What is the single most important financial "Metric" you learned today? Why does it matter to a small business owner?
2. Give a specific example of a VARIABLE EXPENSE for a lawn-mowing business.
Financial Readiness Rating
Bankrupt
1
2
3
4
5
Solvent!
The Bottom Line • Mission Success • 2026
Wealth Manual Teacher Guide Wealth Manual
Facilitation Guide & Master Key Portfolio
Lesson Flow
Phase 1: Concept
Candy Counter activity. Key: Revenue != Profit. Repay costs before claiming income.
Phase 2: Data
Video: HubSpot P&L Basics.
Differentiate COGS vs Operating Expenses.
Phase 3: Pivot
Synthesis task. Connect SWOT risks to financial survival (BEP).
Master Keys
Q1:B
Q2:C
Q3:B
Q4:C
Q5:C
Q6:B
Q13 (Profit): Gross = Product focus (Rev − COGS). Net = Business focus (Rev − Total Bills).
Q14 (BEP): $2,000 / ($10 − $5) = 400 units .
Smoothie Hub Lab
Rev: $30,000 | COGS: $10,000
Gross Profit: $20,000
Expenses: $13,000
NET PROFIT: $7,000
Unit Portfolio Key
Day 1: B ($1,200 GP)
Day 2: C (Fixed)
Day 3: C (Variable)
Blueprint Facilitation Guide • Year 2 Finance Mastery
