Principles of Marketing myopia0 by benbenzhou


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									                                     Principles of Marketing
                                            Fall 2008

Professor: Bart Macchiette Office: Hyde 208 Phone: 535-2363
Text: Marketing, by Lamb, Hair, McDaiel

Course Description: This is an introductory class which will cover the concepts, terminology, ethical
issues, and strategies involved in the process of Marketing. Current issues, developments, and news
items will be discussed. Exercises, cases, additional readings will supplement exams.

Though not all of you will be marketing majors, you all will experience marketing activity
throughout your life. Marketing is a professional activity that mirrors and reacts to major changes
in society.

However, the fundamentals of marketing do not change. Understanding these basic concepts and
how they work, will help you address critical issues in your consumer, professional, and personal life.

Please note that Chapter discussion questions are a significant part of your grade. Be prepared
before each class. Your ideas, are very critical to the success of our class discussions.

60%: 3 Exams and Final
20%: Sales Presentations, Debates, case exercises
20% Chapter Questions, Class Participation

                                            Course Policies

Professional Behavior: Will be included in your Class participation grade and CAN/WILL affect your

       Read and Know the syllabus – Your guide to an “A”. (Possible Quiz).
       Cell phones will be shut off, before class begins.
       Please do not email, play games or do work for other courses while in my class.
       Arrive Early! There will be NO coming to class late or leaving class early. This is an absence!
       Listen: Instructions will not be given twice.
       Do not impose on professor to provide information on missed classes. Find a colleague or friend
        in class to give an “update” on notes and assignments.
       I would appreciate students not wearing caps in class. Half of a letter grade is at stake.

Guide to an ―A‖ is a PACT:

        Participation, Preparedness
        Attitude, Attendance, Attentiveness – Listen! (Be Aware)
        Communication, Commitment, Conviction
        Teamwork, Tenacity, Timing

                   Schedule of Classes – Principles of Marketing Fall 2008

This is a Flexible Frame of Reference-Subject to change

Week      Date                     Activities

    1    Sept. 1-5                 Syllabus and Course Introduction

2        Sept 8-12                 Chapter 1: An Overview of Marketing
                                   Chapter 2: Strategic Planning for Competitive Advantage
                                   DEBATE Format and Issues

3.      Sept 15-19                 Chapter 3: Social Responsibility, Ethics, and the Marketing
                                   DEBATE: Debate on Society and Marketing Good/Bad

4.      Sept 22-26                 Chapter 5: Consumer Decision Making
                                   Chapter 1-5 Review

5.      Sept 29-Oct 3              EXAM 1: Chapters 1-5—Chapter Questions and Lectures
                                   Chapter 6: Segmenting and Targeting Markets
                                   ―New Product‖ Assignment Discussion

6.      Oct 6-10                   Chapter 8: Decision Support Systems and Marketing Research

7       Oct 13-17                  Chapter 9: Product Concepts
                                   PROJECT: ―New Product‖ Exercise

8       Oct 20-24                  Chapter 10: Developing and Managing Products

9       Oct 27-31                  Chapter Review
                                   EXAM II: Chapters 6,8,9,10,11 and Lecture Notes

10.     Nov 3-7                    Chapter 12: Marketing Channels and Supply Chain Mgmt
                                   Chapter 13: Retailing

11      Nov 10-14                  Outside Readings

12      Nov 17-21                  Chapter 14: Integrated Marketing Communications
                                   Chapter 15: Advertising and Public Relations
                                   Sales Presentations Project Discussion

13.     Nov 24-28                  Sales Presentations

14.     Dec 1-5                    Chapter 17: Pricing Concepts

15.     Dec 8-12                   Exam III: Chapters 12-19
                                   Final Review

16.     Dec 15-19                  FINAL EXAM

                          Questions for Quiz Exams and Class Participation
                                       Principles of Marketing
                                              Fall 2008

*Please have notes ready for submission

Chapter 1: An Overview of Marketing
   1. What are the two facets of Marketing? Explain.
   2. Define Marketing
   3. Is “exchange” the core concept of Marketing? What are the conditions for exchange?
   4. Explain the Marketing Concept.
   5. What is the “Societal Marketing Orientation?”
   6. Explain customer value and customer satisfaction.
   7. How does marketing affect your everyday life?

Chapter 2: Strategic Planning
   8. Outline and explain the “marketing triad”
   9. Define planning, marketing planning and the marketing plan.
   10. What are the elements of a marketing plan?
   11. What is a mission statement?
   12. What is meant by “marketing Myopia?”
   13. Discuss the meaning of “situation/swot analysis?
   14. What is “environmental scanning?” (Assume current factors relevant to the auto industry.)
   15. Discuss “competitive advantage” and the concept of differentiation.
   16. What is marketing strategy and target marketing?.
   17. What is the “marketing mix?”

Chapter 3: Corporate Social Responsibility
   18. What is social responsibility and “sustainability?”
   19. What are business ethics and ethical guidelines?”
   20. What are the external marketing environment factors relevant to “environmental marketing”
   21. Do you agree with the “American Values” described in the book? Which would challenge or add?
   22. Outline and describe 3 demographic segments by age.
   23. Outline and describe 3 demographic ethnic growing markets.
   24. What is RSS and Blogging? What opportunities has it created for marketers?
   25 Discuss competition factors and share of market.

Chapter 4: Developing a Global Vision
      26. What is global marketing and global vision?
      27. Describe the extent and nature of global marketing in the US. Statistics?
      28 What are the fears and problems related to global marketing?
      29. Outline the benefits of globalization.
      30. Define multinational corporation and profile Wal-Mart in the context.
      31. Discuss global standardization.
      32 Outline and briefly define components of the “external environment” facing Global marketers.
      33. Outline and describe “product ad promotion” strategic alternatives for global
           Marketing mix. (p 58)
Chapter 5: Consumer Decision Marketing
       34. Define Consumer Behavior. What questions does it answer?
       35. How does it help the marketing manager?
       36. What are the steps in the consumer decision process?
       37. Outline the major types of information search. Is the impact of the internet missing from this
            section? Why or why not?
       38. What is the “evoked set” and why is it important?
       39. What is cognitive dissonance?
       40. What is involvement? Relate it to 3 types of buying decisions.
       41. What is “perceived risk?” Relate to marketing management.
       42. Define culture and outline its 3 main characteristics.
       43. How have changes in cultural values changed our behavior as consumers in the past two
       44. Define and explain the influence of reference groups, personality, self-concept and lifestyle.
       45. Define perception. Relate it to “selective exposure” and “selective distribution.”
       46. Is perception more important than reality. Explain.
       47. Discuss motivation and its relevance to marketing.
       48. What is learning in terms of consumer behavior? How is it used by marketers?
       49. Define beliefs and attitudes. How do they relate to research and marketing strategy.

Exam I:   CHAPTERS 1-5 and Lecture Notes

Chapter 6: Segmenting and Targeting Markets
       50. Define the concept of a “market” and a “market segment”.
       51. What is market segmentation, why is it so important?
       52. Outline the criteria for market segmentation.
       53. What are the “Bases for Segmenting Consumer Markets?” Give an example of each (not
            from the book)
       54. What is “psychographic segmentation” and its components?
       55. Explain “PRIZM”. Give an example from your hometown.
       56. Outline 3 strategies for target marketing. Provide examples for each. (not from the book)
       57. What is positioning. Provide an example.
       58. What is “perceptual mapping”. Define and provide an example.
       59. Outline and define the “positioning bases.”
       60. What is “repositioning”. Explain through an example.

Chapter 8: Marketing Decision Support Systems
       61. Define and outline the characteristics of Decision Support Systems.
       62. Explain “database marketing”.
       63. What are the 3 roles of marketing research.
       64. Outline the steps in the Marketing Research Process.
       65. What are “mystery shoppers?”
       66. Explain the “New Age of Secondary Information: The Internet.
       67. What are market research aggregators?
       68. Outline examples of various types of questions used in questionnaire design.
       69. What is “ethnographic research?”
       70. Define the following: sample, universe, probability, non-probability, and convenience
       71. How has the internet impacted market research?

Chapter 9: Product Concepts
       72. Define the term product. Does it include this class? Your political party?
       73. Outline the various types of products with examples.
       74. Distinguish product and mix.

        75. What is brand over extension and when is it a problem?
        76. Outline the benefits of branding. Focus on “brand equity.”
        77. What are some global issues in branding and packaging.

Chapter 10: Developing and Managing Products
       78. What is the success rate for new products?
       79. Outline and describe the several categories of new products. How might “aspirin” be
            categorized as a new product?
       80. What are some key questions for the business analysis stage?
       81. Describe test marketing.
       82. What are the basic steps in the introduction of a new product process?
       83. What is the definition of innovation? Explain.
       84. What product characteristics affect the rate of adopting a new product?
       85. What are the states of the product cycle? Briefly describe each.

Chapter 11: Services and Non-Profit Marketing
       86. Define “Service and Non-profit” organization marketing.
       87. How are distinctions between manufacturing and services somewhat blurred?
       88. Outline and explain how services differ from goods.
       89. Outline the means y which customers evaluate service quality.
       90. Describe relationship marketing in terms of services.
       91. What is internal marketing?
       92. What is a non-profit organization and its unique characteristic. Provide examples.
       93. What are the unique non-profit mix dimensions? ( i.e. benefit complexity)

EXAM II: CHAPTERS 7-11 and Lecture Notes

Chapter 12: Marketing Channels and Supply Chain Management

        94.    Define marketing channels, channel members, and the supply chain.
        95.    What are the “discrepancies” that channels of distribution overcome. Provide examples.
        96.    Diagram several alternative marketing channels for consumer goods products.
        97.    What are “strategic channel alliances”. Provide examples.
        98.    Identify and describe 3 levels of distribution intensity.

Chapter 14: Integrated Marketing Communication

        99.    What is promotion and the components of the promotional mix? Describe each briefly
        100.    Define promotional strategy and competitive advantage.
        101.    Diagram and describe the main elements of the communication process.
        102.    Explain the importance and outline the advantages of “blogging” marketing
               communications. What are some current statistics?
        103.    Submit your own examples of ads that inform, persuade, and remind.
        104.    Outline the factors affecting the promotional mix with guidelines for each.
        105.    What is the push/pull strategy and how do major drug manufacturers implement it?
        106.    Define and outline the benefits and reasons for the growth of the Integrated Marketing
               Communications (IMC) concept.
        107.    Define advertising and provide a brief overview of its use in the US.

Chapter 15 Advertising and Public Relations
       108. How does advertising effect consumers?
       109. Outline the major types of advertising with focus on product ads.
       110. Outline the creative decisions in advertising.
       111. What is the unique selling proposition and why is it important?
       112. Outline the advantages and disadvantages of major advertising media.
       113. Define Public Relations and its primary functions.
       114. Outline and profile the major tools of PR.
       115. What is “cause related marketing?”
       116. Discuss briefly the concept of “crisis management”

Chapter 17: Pricing Concepts
       117. What is price? Outline its importance to marketing managers?
       118. What are the 3 main determinants of price?
       119. What is elasticity of demand? What factors affect elasticity?
       120. Explain breakeven analysis and provide a formula for calculating the BEP.

Chapter 19: Customer Relationship Management
       121. What is customer relationship management?
       122. Explain the Simple Flow Model of the CRM system.
       123. What are examples of data mining?
       124. How can a knowledge of marketing benefit your life personally, professionally and as a
       125. What areas of marketing do you find most intriguing and of personal interest?
       126. Is marketing too pervasive and dominant in American culture?
       127. Could you consider marketing as a major? Why or why not?

EXAM III: CHAPTERS 12,14,15,17,19, and Lecture Notes


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