principles of marketing ba 3365 section 006

Principles of MarketingBA 3365 Section 006

Professor Andrei Strijnev

The University of Texas at Dallas

Fall 2005

Office SOM3.610

Office Phone (972) 883 4825

E-mail strijnev@utdallas.edu

Office Hours MT 3:00 – 4:00 p.m.[and by appointment]

Teaching Assistant Howard Dover (Howard.Dover@student.utdallas.edu)

Textbook:

Course components

Two Exams 60% Group Project 20% --- Proposal (5%) --- Final Report (8%) --- Presentation (7%) Homework and quizzes 15% Class Participation 5%

Total 100%

•Group project •Important dates

•Group sign-up Sept 7

•Problem selection Sept 19

•Proposal Oct 12

•Presentations Nov 14, 16, 21

•Final Report Nov 21

•Group project •Marketing Plan

1 Executive Summary “Sell” your idea. 1 page maximum length. 2 Situation Analysis Where is the industry now? What are the critical

success factors in the industry? Competitors? SWOT Analysis

3 Market-product focus One-year product and marketing objectives. Target markets. Product/market grid.

Differentiating attributes. Positioning strategy. 4 Marketing program,

strategy, and tactics 4 P’s.

5 Financial projections Projected sales, revenues, expenses. 6 Organizational structure How is your company structured? 7 Implementation plan How does your plan translate into results?

•Group project •Presentation Evaluation

Potential points Points earned Product – does it creatively satisfy a consumer need?

10

Situation – SWOT analysis clear, competition well identified

10

Target market & positioning well defined 10 Marketing program – 4 P’s 10 Overall presentation style 10

DEVELOPING CUSTOMER

RELATIONSHIPS AND VALUE THROUGH

MARKETING

1CHAPTER

• Define marketing and explain the importance of (1) discovering and (2) satisfying consumer needs and wants.

• Distinguish between marketing mix elements and environmental factors.

AFTER READING THIS CHAPTERYOU SHOULD BE ABLE TO:

• Understand how organizations build strong customer relationships using current thinking about customer value and relationship marketing.

• Describe how today’s market orientation differs from prior eras oriented to production and selling.

AFTER READING THIS CHAPTERYOU SHOULD BE ABLE TO:

• Understand the meaning of ethics and social responsibility and how they relate to the individual, organizations, and society.

• Know what is required for marketing to occur and how it creates customer value and utilities for customers.

AFTER READING THIS CHAPTERYOU SHOULD BE ABLE TO:

• Being a Marketing Expert: Good News-Bad News• The Good News: You Already Have

Marketing Experience• The Bad News: Surprises About

the Obvious

WHAT IS MARKETING?

FIGURE 1-2FIGURE 1-2 The see-if-you’re-really-a-marketing-expert test.

Kleenex AvertWhat “benefits” and what “showstoppers”?

• Marketing: Using Exchanges to Satisfy Needs

• The Diverse Factors Influencing Marketing Activities

WHAT IS MARKETING?

FIGURE 1-3FIGURE 1-3 An organization’s marketing department relates to many people, groups, and forces

• Requirements for Marketing to Occur• Two or More Parties with Unsatisfied Needs• Desire and Ability to Satisfy These Needs• A Way for the Parties to Communicate• Something to Exchange

WHAT IS MARKETING?

Concept Check

1. What is marketing?

A: Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives.

2. Marketing focuses on __________ and ___________ consumer needs

Concept Check

discoveringsatisfying

Concept Check

3. What four factors are needed for marketing to occur?

A: (1) Two or more parties with unsatisfied needs, (2) a desire and ability on their part be satisfied, (3) a way for the parties to communicate, and (4) something to exchange.

Toro’s iMowWhat “benefits” and what “showstoppers”?

Samsung’s 17-inch SyncMasterWhat “benefits” and what “showstoppers”?