LECTURE OUTLINE FOR MKTG 25010 Marketing Lecture Packet Part 1 Spring 2010 DR MARKS Modified 1 13 2010 1 Introduction to Marketing 25010 I Initial Background information a The Professor and his contact information b The required textbook c Lecture Notes i Why ii Where they are available II Prerequisite III Course Objectives strategies IV Content Delivery a b c a b V Testing Overview a A working knowledge of marketing terminology concepts activities and b An understanding of marketing functions within the organization and in the c Knowledge of the ways in which marketing contributes to attainment of the context of external environments organization s objectives and goals d Developed quantitative and qualitative analytical skills to apply marketing concepts theories and tools to solve marketing problems e An appreciation for the global and ethical aspects of marketing 2 VI Class Website http vista8 kent edu a Important Items to Check Regularly i ii iii iv i ii iii i ii b The discussion boards c Other WebVista Tabs VII Grading is based on a 13 mini exams 50 of the final grade and b a comprehensive final examination 50 of the final grade Letter grades Course Avg Course Grade Univ GPA Course Avg Course Grade Univ GPA 92 6 89 6 92 5 86 6 89 5 82 6 86 5 79 6 82 5 A A B B B 4 0 3 7 3 3 3 0 2 7 76 6 79 5 72 6 76 5 69 6 72 5 66 6 69 5 59 6 66 5 59 5 and below C C C D D F 2 3 2 0 1 7 1 3 1 0 0 0 3 Students who want to become Marketing Majors must earn a C 2 0 or better in this course A C 1 7 does not meet this College of Business requirement The class DOES use the plus minus grading system IMPORTANT NOTE Once the grades are in students get what they have earned I do not make adjustments a because you really really needing a better grade b your being only 3 2 or 1 away from the next grade or for c any reason other than an error in the calculation Asking pleading crying and or offering bribes DO NOT WORK sorry VIII Policies a Prerequisite again b Enrollment Should you find an error in your class schedule you have until Sunday January 31 2010 to make corrections UPO offices close FRIDAY at 5 p m Academic Honesty c browse http ec hku hk plagiarism introduction htm browse http www personal kent edu lmarks ethics Plagiarism ppt NOTE The questions for the mini tests are copyrighted and unauthorized reproduction is prohibited d Course Withdrawal Deadline Spring 2010 the course withdrawal deadline is Sunday April 4 2010 If you need advising assistance you will need to contact an advisor before Friday April 2 as our advising offices are not open on the weekend e Students with disabilities IX Calculating your final grade http www personal kent edu lmarks MKTG25010 gradecalculator xls available from Vista 8 0 as a click X About the Mini Tests a b c d e 4 f g h i j k l m XI Is this guy for real Comments from others XII Cautions a About the mini test scores b About convenience c About the work required d About the course grade e MORE about the work required f About getting behind XIII Final Exam a What it covers b What it is c When and where it is taken MUST be taken in the College of Business computer labs during finals week or at an approved testing center during finals week 5 10 to 5 14 2010 d About Identification at the final e Make up policy XIV To Succeed a Mini tests b Practice tests c For the final XV Classroom Policies a Attendance b Vista 8 0 Class site c Questions d Electronics e Courtesy f g University Closings XVI Communications Policy International Students for whom English is a second language 5 a How to communicate officially Vista 8 0 e mail or to lmarks kent edu IMPORTANT NOTES BEGIN YOUR SUBJECT WITH MKTG 25010 then include the SUBJECT of your message e g MKTG 25010 Question about Mini test 1 b About phone messages XVII The Class Schedule and the Mini Test Schedule in the class syllabus on Vista 8 and at http www personal kent edu lmarks MKTG25010 MKTG 2025010 20Syllabus 20Spring 202010 doc XVIII Our Guest Faculty a Who b Why i ii XIX Guest Faculty Their names titles and organizations NAME Title Organization 1 Tim Apel 2 Don Kosec 3 Rob Felber 4 Fred Hunt 5 Dan Muller 6 Michele Skinn 7 Gary Trinetti 6 Chapter 1 Creating Customer Relationships and Value Through Marketing I What IS Marketing II Marketing Defined a The American Marketing Association Definition Marketing is the activity set of institutions and processes for creating communicating delivering and exchanging offerings that have value for customers clients partners and society at large http www marketingpower com ResourceLibrary MarketingNews Pages 2008 42 1 MN1 b Some controversy about the definition http www btobonline com apps pbcs dll article AID 20080211 FREE 482594234 1155 ISSUEBEYOND Kosec Importance of Marketing to Time Warner Business Services i ii iii iv c Marketing seeks to i Satisfy ii iii At a iv Through d It involves the idea of III Factors Influencing Marketing a The Organization i Mission 1 Goals and Objectives ii Management and people skills 7 See text page 8 Figure 1 2 A marketing department relates to many people organizations and environmental forces d Ways to Satisfy Needs example a funny birthday card iii Resources b Society c Environmental Factors i ii iii e The Point b Each must have c They need to d Each must IV Requirements for Marketing to Occur a Two or more 8 V What DO people want To satisfy consumers needs wants and desires at a profit through an integrated effort of the organization we need to understand a b c VI Needs and Wants a Consumer NEEDS come from i These are b Consumer WANTS are VII What is a Market a The MARKET is the b Implications of the definition MAD i ii iii VIII Marketing seeks to discover then satisfy consumer needs through research and a marketing program see text page 13 Figure 1 3 Marketing seeks to discover then satisfy consumer needs through research and a marketing program 9 IX How Marketing Satisfies Consumer Needs Wants and Desires a We cannot be all things to all people so X The Marketing Mix a The Marketing Mix represents b The 4 P s of the Marketing Mix i ii iii iv 10 c Most of a firm s marketing efforts involve XI Important Factors in the Marketing Environment XII Satisfaction through Value a Customer Value is unique combination of benefits received by targeted buyers that includes quality convenience on time delivery and both before sale and after sale service at a specific price Tim Apel AAA Mobile Homes on Creating Value a b c d …
View Full Document
Unlocking...