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Principles of Marketing BA 3365 Section 006 Professor Andrei Strijnev The University of Texas at Dallas Fall 2005
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 [email protected]
Office Hours MT 3:00 – 4:00 p.m.[and by appointment]
Teaching Assistant Howard Dover ([email protected])
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.
• 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.
