1 Session.ppt 120KB Jan 09 2011 11:48:46 PM
Principles of Marketing
MGT C04
Session 1
May 13, 2003
May 13, 2003
Principles of Marke
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 Marke
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 Marke
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 Marke
4
Text Book
Principles of
Marketing
Fifth Canadian Edition
Philip Kotler, Gary
Armstrong, Peggy
H. Cunningham
May 13, 2003
Principles of Marke
5
What are we going to do in
the next 12 sessions?…
Date
Week
13)
Week
20)
Week
27)
Week
3)
Week
10)
Week
17)
Week
24)
July 1
Topic
Readings/Mater
ial
Ch 1
Assignments Due
1 (May
Introduction to Marketing
2 (May
Marketing Process and Company
Analysis
Customer Analysis: Buyer
Behavior
Customer Analysis: Segmentation,
Targeting, Positioning
Competitor Analysis
Ch 2, Ch 3
Group Names
Ch 5, Ch 6
Ch 7
Project
Description
Lecture notes
Marketing Research and MidCourse Review
Mid-Term Examination
Ch 4
Canada Day (Holiday)
Week 8 (July 8)
Product Policy: New Products
Ch 8, Ch 9
Group Assignment
Week 9 (July
15)
Week 10 (July
22)
Week 11 (July
29)
Week 12 (Aug
5)
August 18-22
Pricing
Ch 10
Communication and Advertising
Ch 13, Ch 14,
Ch 15
Ch 11, Ch 12
None
Group Project
Class
Presentations
3 (May
4 (June
5 (June
6 (June
7 (June
Channels of Distribution and
Course Recap
Group Presentations
FINAL EXAMINATION
May 13, 2003
Principles of Marke
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
– Final Exam
20%
35%
• Group Evaluation:
– Group Project and Presentation
– Group Assignment
May 13, 2003
Principles of Marke
35%
10%
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 Marke
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 Marke
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
‘More–than
half the polledis
executives
at 250less
corporations
rankedin
Marketing
Discussion:
Marketing
important
such as the
most important element of strategy’ - Yankelovitch, Skelly and White Survey, 1995
companies?
‘The fastest way up the corporate ladder is through the Marketing Department’
- Economist Survey, 1997
May 13, 2003
Principles of Marke
10
Core Marketing Concepts…1
1.
2.
3.
4.
5.
•
•
•
•
Needs, Wants, and Demands
Products and Services
Value, Satisfaction and Quality
Exchange, Transactions and Relationships
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 Marke
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 Marke
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 Marke
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 Marke
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 Marke
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 Marke
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 Marke
17
Evolution of Business Models
and the role of Marketing
Product
Production
Selling
Marketing
Societal
Mktg
As
As business
business philosophy
philosophy has
has evolved,
evolved, so
so
has
has the
the role
role of
of marketing…customer
marketing…customer
satisfaction
satisfaction is
is now
now at
at the
the core
core of
of most
most
successful
successful corporations
corporations
May 13, 2003
Principles of Marke
18
The Marketing Concept itself
has evolved
1) Catering
Catering to
to the
the customer
customer
1)
2) Anticipating
Anticipating the
the customer
customer
2)
3) Leading
Leading the
the customer
customer
3)
May 13, 2003
Principles of Marke
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 Marke
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 Marke
21
MGT C04
Session 1
May 13, 2003
May 13, 2003
Principles of Marke
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 Marke
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 Marke
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 Marke
4
Text Book
Principles of
Marketing
Fifth Canadian Edition
Philip Kotler, Gary
Armstrong, Peggy
H. Cunningham
May 13, 2003
Principles of Marke
5
What are we going to do in
the next 12 sessions?…
Date
Week
13)
Week
20)
Week
27)
Week
3)
Week
10)
Week
17)
Week
24)
July 1
Topic
Readings/Mater
ial
Ch 1
Assignments Due
1 (May
Introduction to Marketing
2 (May
Marketing Process and Company
Analysis
Customer Analysis: Buyer
Behavior
Customer Analysis: Segmentation,
Targeting, Positioning
Competitor Analysis
Ch 2, Ch 3
Group Names
Ch 5, Ch 6
Ch 7
Project
Description
Lecture notes
Marketing Research and MidCourse Review
Mid-Term Examination
Ch 4
Canada Day (Holiday)
Week 8 (July 8)
Product Policy: New Products
Ch 8, Ch 9
Group Assignment
Week 9 (July
15)
Week 10 (July
22)
Week 11 (July
29)
Week 12 (Aug
5)
August 18-22
Pricing
Ch 10
Communication and Advertising
Ch 13, Ch 14,
Ch 15
Ch 11, Ch 12
None
Group Project
Class
Presentations
3 (May
4 (June
5 (June
6 (June
7 (June
Channels of Distribution and
Course Recap
Group Presentations
FINAL EXAMINATION
May 13, 2003
Principles of Marke
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
– Final Exam
20%
35%
• Group Evaluation:
– Group Project and Presentation
– Group Assignment
May 13, 2003
Principles of Marke
35%
10%
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 Marke
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 Marke
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
‘More–than
half the polledis
executives
at 250less
corporations
rankedin
Marketing
Discussion:
Marketing
important
such as the
most important element of strategy’ - Yankelovitch, Skelly and White Survey, 1995
companies?
‘The fastest way up the corporate ladder is through the Marketing Department’
- Economist Survey, 1997
May 13, 2003
Principles of Marke
10
Core Marketing Concepts…1
1.
2.
3.
4.
5.
•
•
•
•
Needs, Wants, and Demands
Products and Services
Value, Satisfaction and Quality
Exchange, Transactions and Relationships
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 Marke
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 Marke
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 Marke
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 Marke
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 Marke
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 Marke
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 Marke
17
Evolution of Business Models
and the role of Marketing
Product
Production
Selling
Marketing
Societal
Mktg
As
As business
business philosophy
philosophy has
has evolved,
evolved, so
so
has
has the
the role
role of
of marketing…customer
marketing…customer
satisfaction
satisfaction is
is now
now at
at the
the core
core of
of most
most
successful
successful corporations
corporations
May 13, 2003
Principles of Marke
18
The Marketing Concept itself
has evolved
1) Catering
Catering to
to the
the customer
customer
1)
2) Anticipating
Anticipating the
the customer
customer
2)
3) Leading
Leading the
the customer
customer
3)
May 13, 2003
Principles of Marke
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 Marke
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 Marke
21