Marketplace: Teen Nightclubs

STUDENT'S VERSION

This lesson printed from:
http://www.econedlink.org/lessons/index.php?lid=865&type=student

INTRODUCTION

One factor that influences the success rate of a new business is its capacity to attract customers from an under-served market--that is, a market served by few suppliers. In this lesson, you will look at a successful nightclub for teens and analyze its success by reference to this factor and others.

TASK

Dancing You will listen to a Marketplace audio file and use the embedded Note-Taker to identify the reasons for the success of Club One-Seven. Then you will analyze the information you collected and apply your analysis while developing a marketing campaign for Club One-Seven.

PROCESS

Activity 1:
Listen to the Marketplace audio file about 'Teen Nightclubs'  (Play from 14:40 through 18:30.)

While you are listening, use the Note-Taker to find supporting details related to of the following three main factors, as they may help to explain the success of Club One-Seven:

  • Marketing and Promotional Strategies
  • Income Potential for the Nightclub
  • Nightclub Manager's Concern for Safety of the Guests

As you listen to the segment, record any words that are unfamiliar to you; also record important economic terms.

Dancing Then listen to the audio file a second time to gather additional supporting details and possible definitions of the vocabulary words using context clues. Write or type these additional details and definitions in the Note-Taker outline.

Finally, you will be asked a series of questions related to the story. These questions are in the end section of the Note-Taker activity. Make sure to be specific in your answers.

Activity 2:
Visit the UCM Museum website for information regarding renting a room for private parties.

You have just been hired by the manager of the museum to encourage the organizers of high school proms to use the building for their proms. Develop a marketing campaign to target schools within a two hour radius of the museum. Consider the following:

  1. What 'traditional' marketing strategies might work when targeting teenagers?
  2. What 'innovative' marketing strategies can you think of that might be more effective when targeting teenagers?
  3. Since teenagers are an 'under-served market,' how might that affect your campaign?
  4. Is there anyone else you need to consider (other than teens at your school) who might influence a school's decision to hold the prom there?
  5. How will your campaign address those additional people?

  1. What 'traditional' marketing strategies might work when targeting teenagers?

  2. What 'innovative' marketing strategies can you think of that might be more effective when targeting teenagers?

  3. Since teenagers are an 'under served market,' how might that affect your campaign?

  4. Is there anyone else you need to consider (other than the teens at the school) who might influence a school's decision?

  5. How will your campaign address those additional people?

CONCLUSION

After performing these activities, you should now be able to identify at least three main factors that help to explain the success of UCM Museum and Club One-Seven. You should also be able to identify techniques that might be used in a marketing and promotions strategy.

ASSESSMENT ACTIVITY

DancingEvaluation 1:
Print a copy of your Note-Taker results to hand in to your teacher.

Evaluation 2:
Print a copy of your answers for Activity 2 and hand it in to your teacher. Your teacher will be looking for thoroughness and supporting information in your answers.

Evaluation 3:
Present your ideas from Activity 2 to the class. Discuss similarities and differences among and between the ideas you and your classmates included.