Ppt for Ch 2 and Ch 19 Kotler Principles of Marketing

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Ppt for Ch 2 and Ch 19 Kotler Principles of Marketing Powered By Docstoc
					               Principles of Marketing
                      MGT C04

                         Session 1
                       May 13, 2003




May 13, 2003       Principles of Marketing MGT C04   1
               Structure for today: 3 questions




• Who is this guy?
• What are we going to do for the next 12
    Tuesday evenings?
     – Most importantly…how do I score some rockin’
        grades?
• What’s the big deal about Marketing?
     – An introduction to the context in which Marketing fits




May 13, 2003          Principles of Marketing MGT C04           2
                                 Who is this guy?

• R P Kumar
• B.Sc. Mechanical Engineering, MBA (India)
• 17 years in marketing/advertising, primarily on packaged
  goods businesses in India, Middle East and Canada
     – Vice-President, Director of Global Tools
     – Foote, Cone and Belding
           • At US$193MM, # 8 in USA revenue rankings
           • At US$379MM, among the world’s top ad agency brands
           • Member of the Interpublic Group, the world’s second largest
             communications supergroup (over US$6 Billion)
• North American clients/brands worked on:
           • Kraft Canada: Delissio Pizza, Oreos, Chips Ahoy!, Kraft Salad
             Dressings, Crispers, Corn Nuts, Jell-O, Cool Whip, etc.
           • SC Johnson: Fantastik, Glade, Raid, Pledge, Ziploc, etc.
           • Tetley Tea
           • Circuit City


May 13, 2003                Principles of Marketing MGT C04                  3
                            Course Goals

• To outline the marketing function and its role within a
  corporation’s business strategies, also hopefully
  generating a passion for the Marketing discipline and
  empowering you to evaluate Marketing as a possible
  career choice
• To introduce you to marketing strategy and to the
  elements of marketing analysis: customer analysis,
  company analysis, and competitor analysis
• To familiarize you with the elements of the marketing mix
  (product, pricing, promotion, and distribution strategies)
  and enhance your problem solving and decision making
  abilities in these operational areas of marketing tactics
                HAVE LOTS OF FUN!

May 13, 2003        Principles of Marketing MGT C04        4
                           Text Book



                                        Principles of
                                         Marketing

                                    Fifth Canadian Edition


                                     Philip Kotler, Gary
                                     Armstrong, Peggy
                                      H. Cunningham


May 13, 2003   Principles of Marketing MGT C04               5
                               What are we going to do in
                                the next 12 sessions?…
         Date                        Topic                     Readings/Material      Assignments Due

Week 1 (May 13)     Introduction to Marketing                 Ch 1

Week 2 (May 20)     Marketing Process and Company Analysis    Ch 2, Ch 3            Group Names

Week 3 (May 27)     Customer Analysis: Buyer Behavior         Ch 5, Ch 6            Project Description

Week 4 (June 3)     Customer Analysis: Segmentation,          Ch 7
                    Targeting, Positioning
Week 5 (June 10)    Competitor Analysis                       Lecture notes

Week 6 (June 17)    Marketing Research and Mid-Course         Ch 4
                    Review
Week 7 (June 24)    Mid-Term Examination

July 1              Canada Day (Holiday)

Week 8 (July 8)     Product Policy: New Products              Ch 8, Ch 9            Group Assignment

Week 9 (July 15)    Pricing                                   Ch 10

Week 10 (July 22)   Communication and Advertising             Ch 13, Ch 14, Ch 15

Week 11 (July 29)   Channels of Distribution and              Ch 11, Ch 12
                    Course Recap
Week 12 (Aug 5)     Group Presentations                       None                  Group Project
                                                                                    Class Presentations
August 18-22        FINAL EXAMINATION

     May 13, 2003                    Principles of Marketing MGT C04                                6
               …and how do I score some really
                      serious grades?
• There’s no rocket science to getting good
  grades
• The secret: Work Hard!
• Individual Evaluation:
     – Mid-term Exam                                   20%
     – Final Exam                                      35%
• Group Evaluation:
     – Group Project and Presentation                  35%
     – Group Assignment                                10%




May 13, 2003         Principles of Marketing MGT C04         7
               Group Project and Presentation

• Take my advice…take this seriously! This can
  make or break your grade
• First step: give me your groupings in next class
• Read the course outline carefully for details on
  the project
• Tip for good grades: Try to ensure this project is
    as close to real life as possible




May 13, 2003        Principles of Marketing MGT C04   8
                   What is Marketing?

• Many definitions, but for the purposes of this
  class we’ll follow Kotler et al:

  Marketing is a social and managerial process by
   which individuals and groups obtain what they
  need and want through creating and exchanging
           products and value with others




May 13, 2003     Principles of Marketing MGT C04   9
                            Role of Marketing in
                          a Business Organisation
• Marketing co-exists in companies as an equal
  partner with Operations and Finance/Accounting
• In many organisations, Marketing personnel are
  the ‘natural’ future leaders (P&G, other
  consumer goods marketers)
• Some companies are naturally attuned to having
  Finance experts (most banks, investment
  companies); or scientists (NASA); or
     – Discussion: is Marketing less important in such
        companies?
‘More than half the polled executives at 250 corporations ranked Marketing as the most
important element of strategy’ - Yankelovitch, Skelly and White Survey, 1995
‘The fastest way up the corporate ladder is through the Marketing Department’
              - Economist Survey, 1997
May 13, 2003                 Principles of Marketing MGT C04                       10
                 Core Marketing Concepts…1

1.   Needs, Wants, and Demands
2.   Products and Services
3.   Value, Satisfaction and Quality
4.   Exchange, Transactions and Relationships
5.   Markets
•    Please go through the definitions from the text book…
•    Understand the words, the meanings…
•    …and forget about them!
•    Important to understand that marketing is all about
     concepts…the clearer they are, the easier your lives are
     going to be
 Course Note: In this course, you will be tested on concepts, not as
            sterile definitions but on real-life application

May 13, 2003           Principles of Marketing MGT C04             11
                Core Marketing Concepts…2

               Needs, Wants, and Demands
• Discussion: what’s the difference between
  these?
• Discussion: why is it important to understand
  the difference?




May 13, 2003        Principles of Marketing MGT C04   12
                Core Marketing Concepts…3

                  Products and Services
• Discussion:
     – What’s the difference?
     – Can services be made into products?
     – Can products be made into services?




May 13, 2003         Principles of Marketing MGT C04   13
                 Core Marketing Concepts…4

               Value, Satisfaction and Quality
• Discussion: how would you calculate consumer
  value in:
     –   Consuming a can of Coca-Cola?
     –   Joining a health club?
     –   Buying a lottery ticket?
     –   Enjoying a massage at a spa?
• Discussion: think of talk about an experience
  where as a consumer, you felt:
     – Satisfied with the value you received?
     – Dissatisfied with the value you received?


May 13, 2003          Principles of Marketing MGT C04   14
                Core Marketing Concepts…5

    Exchange, Transactions and Relationships
• Discussion: an example of a non-monetary
  business transaction in our day-to-day life
• Recently, as the owner of a particular brand of
  car, my friend received an invitation to an
  exclusive preview of their new luxury car,
  accompanied by cocktails and hors d’oeuvres:
     – What is the company trying to do?
     – How will it help them…immediately and in the future?
• The ultimate marketing asset: an entire
  marketing network

May 13, 2003         Principles of Marketing MGT C04          15
               Core Marketing Concepts…2

                          Markets
• No longer defined as a physical space where
  transactions take place
• In this course, when we refer to ‘Market’, it is in
  the sense of a collection of buyers and sellers in
  a particular need area, e.g. the housing market,
    or the commodity market
• Discussion: name three markets




May 13, 2003      Principles of Marketing MGT C04   16
               Marketing Management Practice

                         Three stages
• Discussion: think of examples (from your own
  lives or reading/knowledge), of companies/
  individuals who are involved in the three forms
  of Marketing Management Practice:
     – Entrepreneurial
     – Formulated
     – Intrapreneurial




May 13, 2003         Principles of Marketing MGT C04   17
                Evolution of Business Models and
                      the role of Marketing


                                 Selling           Marketing   Societal
 Product        Production                                      Mktg




As business philosophy has evolved, so has the
role of marketing…customer satisfaction is now
  at the core of most successful corporations


 May 13, 2003           Principles of Marketing MGT C04               18
                   The Marketing Concept itself
                          has evolved


               1) Catering to the customer



               2) Anticipating the customer



                 3) Leading the customer

May 13, 2003          Principles of Marketing MGT C04   19
                   How does Marketing fit
                    into our lives today?
• Technological advances have allowed us to
  connect even more strongly with:
     – Customers
     – Marketing Partners
     – World in general
• Discussion: how has the Internet impacted the
  role of marketing in your own lives?




May 13, 2003         Principles of Marketing MGT C04   20
                                  Recap

• Today we’ve covered Chapter 1 of the text
• We’ve reviewed definitions of some basic
  concepts…remember we have not yet reached
    the marketing terminology we will be dealing
    with for the majority of the course
• There’s lots to come and lots to learn…the fun
  has just begun!




May 13, 2003      Principles of Marketing MGT C04   21

				
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