MKTG 3650 1st Edition Lecture 1Outline of Current Lecture I. Marketing SuccessII. 4 things in this world that are never satisfieda. 3 way humans thinkIII. Ten Marketing PrinciplesCurrent LectureMarketing Success- Based on “standing out” rather than “fitting in”- “Making old things New” and “New things known”- Creating “happiness” What is happiness?o A moment in time before you need something new to be happy againo More about anticipation than reality Face it: We’re all mostly just big holes needing to be filled up.4 things in this world that are never satisfied- Fire: the bigger it gets, the more it wants to consume - Leeches: keep on sucking for more, more, more- Empty graves: it always cries out for more- Empty womb: womb, not room3 Ways Humans ThinkI will.I want.I won’t.Ten Marketing PrinciplesPrinciple of LeadershipThese notes represent a detailed interpretation of the professor’s lecture. GradeBuddy is best used as a supplement to your own notes, not as a substitute.- If you want to be successful be the firstPrinciple of Category- If you can’t be first, find a category in which you can bePrinciple of Mind- Marketing is a competition that takes place in the mind- “The Mind of the Market- Evoked set: has to get product in mind so that your product can be the solution to the problemPrinciple of Perception- What you think to be true for you, that’s the choice you’re going to makePrinciple of Focus/Ownership- i.e. brands like Band-Aid (adhesive bandages), Starbucks (coffee), UPS(logistics), Spanx (butts)Principle of Attributes- things that come to mind- i.e. fresher breath (toothpaste), tastes great (soda)- for every principle you could use to differentiate there’s another equal opposing attribute that could be emphasized.Principle of Concentration- force or power- takes the strengths and concentrates them against the weaknessesPrinciple of Candor- tell the truthPrinciple of Unpredictability- cannot make predictions about the
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