Transcript MT 219 Marketing Seminar

MT 219 Marketing
Unit One
Welcome!
Course Overview
Introduction to Marketing
Note: This seminar will be recorded
by the instructor.
Larry Bloom
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B.S. Marketing
MBA- Marketing
25 years of sales and marketing experience
Teaching at Kaplan for about 2 years.
Corporate teaching experience.
Tonight’s agenda
Tonight I am going to review the following
topics with you:
• The syllabus,
• the expectations for the course,
• Course subject
Let’s Review: Course Element Overview
Element
• Discussion threads
• Assignments
• Quizzes
• Research Projects
Extra Credit is not offered
Let’s Review: Discussions
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Opportunity to clarify
Work with material
Ask questions
Get help from instructor and classmates
Exchange ideas
Get feedback
And they are fun!
Let’s Review: How to do well in discussions
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Pay attention to the rubric in your syllabus
Post early
Respond to at least two classmates
Apply the language and concepts from your readings in your responses
Interpret your own knowledge in terms of the course – personal
experience is great, but apply your reading to it
Check out the key terms at the end of each unit – try to incorporate
them
Use web based research where appropriate to make a point
Use material from previous units to link concepts
Be thoughtful, thorough, and substantive
Check frequently to see if anyone has asked questions
Anytime you are at your computer, and have a couple of minutes, drop
in!
Let’s Review: Working with the projects
• There are transcripts for some of the videos under Doc Share
• Review the rubric in the syllabus for guidelines
• Proof, proof, proof – grammar and spelling matters. Using APA is
recommended. See the syllabus
• Apply the concepts and language of the course
• Answer all the questions in terms of the key concepts of that unit
• Be thorough, especially when examining the website
• Additional research may be used. For example, if you are working
with a video and wish to examine websites as well, that can only
enhance your work.
• If something is confusing, check with your professor
Let’s Review: Quizzes
• Multiple choice quizzes
• Think the question through
• ALWAYS read instructions- Some may have time limits
or not allow you to take more than once.
• Keep aware of the deadline- system closes access
automatically
Let’s Review: Research Project
• Select only a brand that is on the list in the Unit 2 Discussion
• You must use the brand you select in your Research Projects.
• The projects will require research, application, and creativity as well
as analysis
Work will begin on the project in unit two. Begin to note promotions,
ads, articles relative to your brand and save them.
Let’s Review- Simulations
• In Units 4, 5 and 8
• Follow the instructions
• Simulations see how well you have learned concepts
• Graded, so make sure to complete them before the
Tuesday deadline
Let’s Review: Deadlines
• All units close midnight EST on Tuesdays
• If you are having a difficulty getting work in- Contact me BEFORE the
deadline.
• Discussion threads, reviews and simulations will be closed at that
time. Plan appropriately.
• See the course syllabus for late policies for projects
1-7 calendar days late = 20% penalty
7-14 calendar days late = 30% penalty
more than 14 days = automatic zero
Let’s Review: Seminars
• Optional
• Fun and helpful
• Opportunity to ask questions and interact with
classmates
• You can review the recording if you are unable to attend
Let’s Review: Special AnnouncementThe Continue Button on Screens
• Lower right hand corner of many screens in the class.
Clicking on the “Continue” will not advance you to the
next screen.
• Roll your mouse over to the right hand side of the
screen and an arrow will appear. Click on the arrow to
advance page.
• Rolling your mouse over to the left hand side of the
screen will open an arrow to go back to the previous
page.
• Demo: http://screencast.com/t/XQ3ng87qKm
What is Marketing?
• Kotler: “Marketing is the process by which companies create value for
customers and build strong customer relationships in order to capture
value from customers in return.” (Kotler, 2010)
• Notice that there is a lot of emphasis on establishing value and
relationships.
• Marketing, more than any other business function deals with the
customer and creating value for them.
• Notice that there is a lot of emphasis on establishing value and
relationships.
• Things that are marketed- Goods, services, ideas, personal images
The Marketing Mix and Environment
Marketing Mix
• This is a term we will reference throughout the course.
• Figure 1.1 in your e-book has a fantastic diagram that shows the
importance of the marketing mix as a component of marketing.
• The marketing mix includes 4 elements/activities of marketing.
These are sometimes referred to as the 4Ps of marketing, which
include Product, Price, Promotion and Place. Place is also referred
to as “distribution.”
• Your text states that the primary job of a marketing manager is to
create and maintain the right mix of these elements to satisfy
customer’s needs for a general product type.
• For example, a company could have the best product in the world
offered at a great price with exceptional promotion.
• However, if you cannot get the product to the customer, than you
have no sales. This example refers to the importance of the “place
or distribution” element of the marketing mix.
• These concepts will make more sense as we dive deeper into the
class.
The marketing orientation has evolved
• The production orientation
• The sales orientation
• The marketing orientation
History of Marketing
• Second era- The “sales era”. Occurred prior to the 1950’s.
• Idea that creative advertising and selling would convince
consumers to buy a product or service.
• Third era- The “marketing era” was the third era in the history of
marketing.
• “Revolutionary idea.” Businesses focused on the needs and wants
of the consumer.
• The last era might be called the “societal marketing era” Company
must consider the different stakeholders of the company in
developing their marketing strategies.
What is the marketing concept?
• A managerial philosophy involving
- The satisfaction of consumer needs and wants
- The coordination of activities
- Satisfaction of goals
- In a coordinated way
- The basic management process- plan, organize, lead, control
What is customer relationship marketing?
• Long term
• Mutually satisfying
• Buyers and sellers both benefit
What is Value?
• Benefits minus costs = Value
- Benefits are what customers get out of a product
- Costs can take many forms
- Money
- Time
- Risk
- Aggravation
- Other?
Marketing is Dynamic
• Marketers realize their relationships with consumers is
always changing
• Importance of some customers
-Careful relationships with selected customers
-Developing relationships that are deeper and
more interactive than typical customers
• What companies might you feel a deep and interactive
link with?
What is a marketing plan?
• A written document that specifies those activities to be
performed to implement and control an organization’s
marketing activities.
The Marketing Mix and Environment
Any Questions?
Thank you for attending!
See you next week!