Transcript MARKETING - Bob McDonald

MARKETING
Bob McDonald
Area Coordinator of Marketing
United Supermarkets Professor of Marketing
WHAT IS…?
MARKETING
Advertising
Commercials
ICONS
Branding
Retail
Infomercials
Sales
MARKETING
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Sine Qua Non of Business
“Without This Nothing”
MARKETING
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Meeting customer needs
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Exchange: Quid pro Quo (This for That)
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Creating, Promoting & Delivering:
 Goods & Services
Where can marketing be used?
Traditional Businesses
 Not-For-Profit Companies
 Institutions
 Social Organizations
 Social Causes and Ideas
 Politics
 Sports and Entertainment

Markets
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All actual and potential customers
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Can’t be all things to all people, so break up
total market into segments
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Each segment is comprised of people who
are grouped by their similarity along some
dimensions
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Target the segment(s) that is most attractive
Be sure segment is big enough.
Understand the segments
Use demographics & psychographics to
create segments
Market Segments and Positioning
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Target Segments
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Market research is critical to identify and
understand target segment(s)
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Position to be most attractive to target
segment
 Use Marketing Mix
Marketing Mix: The Four Ps
 Product
 Price
 Promotion
 Place
Product/Service
Product
 Benefits
delivered to customers
Features
 Size
 Options
 Packaging
 Warranties
 Service

Price
Price can be an indicator of quality
 Discounts
 Bundling
 Volume
 Wholesale
 Retail
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Promotion
 Paid Advertising
What most people think
 Personal Selling
 B2B and B2C
 Sales Promotion
 Coupons, contests, events, sponsorship
 Public Relations
 Media, Stakeholders, Government

Place AKA Distribution
Wholesaling
 Retailing
 Direct Marketing
 Logistics

Career Opportunities I

Strategy: Products, Markets

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CEO, executive level decisions
Sales
Customer Interaction
 B2B/B2C
 Great place to start (70%); know customers

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Advertising
Reaching target market
 Choosing vehicles
 Budgets

Career Opportunities II

Public Relations
Deal with media and investors
 Lobbying

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Research
Need analytical skills
 Surveys, test markets, scanner data

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Product Design

product, package, label, logos
Career Opportunities III
Brand Management
 Responsible for entire brand
 Supply Chain: shipping, wholesale, logistics
 Need computer skills
 Detail-oriented
 Deadlines
 Customer Service
 Good people skills
 Patience

Career Opportunities IV
Purchasing and Materials Management
 Negotiation
 Computers/Organization
 Events Planning
 Trade shows and Conventions
 Golf Tournaments
 Database Management & Direct Marketing
 Computer skills

MARKETING COURSES
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MKT 3350 Intro to Marketing
MKT 3351 Services Marketing
MKT 3352 Consumer Behavior
MKT 3353 Supply Chain Management
MKT 3356 Market Research & Analysis
MKT 4351 Personal Selling (Excellent Course!)
MKT 4354 Market Promotion
MKT 4358 International Marketing
MKT 4359 Sales Management (Excellent Course!)
MKT 4370 Logistics Management
MKT 4371 Logistics Analysis
MKT 4382 Internship in Marketing
Global Supply Chain Concentration
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Major Courses
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MKT 3353 Supply Chain Management
MKT 4358 International Marketing
MKT 4370 Logistics Management
MKT 4371 Logistics Analysis
IB 4361 International Commerce*
Business Electives
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Two Group A
One Group B
* Pre-req MKT 4358
Sales Concentration
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Major Courses
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Business Electives
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MKT 3352 Consumer Behavior
MKT 4350 Personal Selling
MKT 4354 Market Promotion
MKT 4359 Sales Management
Three Group A
One Group B
Required Restricted Electives

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ENGL 3365 Professional Report Writing or
COMS 3358 Business & Professional
Communications
Certificates
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Energy Commerce/Sales
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Energy Commerce/Global Supply Chain

Energy Commerce/International Business
Speak with your advisor for more information
For more information about
marketing:

The Marketing Association
 http://tma.ba.ttu.edu/

The American Marketing Association
 www.marketingpower.com

See your advisor
For copies of Slides
 My
web page:
 http://bobmcdonald.ba.ttu.edu/