1 Session.ppt 120KB Jan 09 2011 11:48:46 PM

(1)

May 13, 2003 Principles of Marke ting MGT C04

1

Principles of Marketing

MGT C04

Session 1

(2)

2

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’ _{Most importantly…how do I score some rockin’}

grades?

• What’s the big deal about Marketing?

(3)

3

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.

(4)

4

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!

(5)

5

Text Book

Principles of

Marketing

Fifth Canadian Edition

Philip Kotler, Gary Armstrong, Peggy

(6)

6

What are we going to do in

the next 12 sessions?…

Date Topic Readings/Mater

ial

Assignments Due Week 1 (May

13) Introduction to Marketing Ch 1 Week 2 (May

20) Marketing Process and Company Analysis Ch 2, Ch 3 Group Names Week 3 (May

27)

Customer Analysis: Buyer Behavior

Ch 5, Ch 6 Project Description Week 4 (June

3)

Customer Analysis: Segmentation, Targeting, Positioning

Ch 7

Week 5 (June

10) Competitor Analysis Lecture notes

Week 6 (June 17)

Marketing Research and Mid-Course Review

Ch 4

Week 7 (June

24) Mid-Term Examination July 1 Canada Day (Holiday)

Week 8 (July 8) Product Policy: New Products Ch 8, Ch 9 Group Assignment Week 9 (July

15)

Pricing Ch 10

Week 10 (July 22)

Communication and Advertising Ch 13, Ch 14, Ch 15

Week 11 (July

29) Channels of Distribution and Course Recap Ch 11, Ch 12

Week 12 (Aug 5)

Group Presentations None Group Project Class

Presentations

(7)

7

…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 20%

– Final Exam 35%

• Group Evaluation:

– Group Project and Presentation 35%

(8)

8

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 _{Tip for good grades: Try to ensure this project}

is

(9)

9

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

(10)

10

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

– Discussion: is Marketing less important in such _{Discussion: is Marketing less important in such}

companies?

‘

‘More than half the polled executives at 250 corporations ranked Marketing as the More than half the polled executives at 250 corporations ranked Marketing as the most important element of strategy’ - Yankelovitch, Skelly and White Survey, 1995

most important element of strategy’ - Yankelovitch, Skelly and White Survey, 1995

‘

‘The fastest way up the corporate ladder is through the Marketing Department’The fastest way up the corporate ladder is through the Marketing Department’ - Economist Survey, 1997

(11)

11

Core Marketing Concepts…1

1.

1. Needs, Wants, and DemandsNeeds, Wants, and Demands 2.

2. Products and ServicesProducts and Services 3.

3. Value, Satisfaction and QualityValue, Satisfaction and Quality 4.

4. Exchange, Transactions and RelationshipsExchange, Transactions and Relationships 5.

5. MarketsMarkets

• 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

(12)

12

Core Marketing Concepts…2

Needs, Wants, and Demands

• Discussion: what’s the difference between _{Discussion: what’s the difference between}

these?

• Discussion: why is it important to understand _{Discussion: why is it important to understand}

the difference?

(13)

13

Core Marketing Concepts…3

Products and Services

• Discussion: _Discussion:

– What’s the difference?_{What’s the difference?}

(14)

14

Core Marketing Concepts…4

Value, Satisfaction and Quality

• Discussion: how would you calculate consumer _{Discussion: how would you calculate consumer}

value in:

– Consuming a can of Coca-Cola?_{Consuming a can of Coca-Cola?} – Joining a health club?_{Joining a health club?}

– Buying a lottery ticket?_{Buying a lottery ticket?}

– Enjoying a massage at a spa?_{Enjoying a massage at a spa?}

• Discussion: think of talk about an experience _{Discussion: think of talk about an experience}

where as a consumer, you felt:

(15)

15

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?

(16)

16

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

(17)

17

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

(18)

18

Evolution of Business Models

and the role of Marketing

As business philosophy has evolved, so

has the role of marketing…customer

satisfaction is now at the core of most

successful corporations

As business philosophy has evolved, so

has the role of marketing…customer

satisfaction is now at the core of most

successful corporations

(19)

19

The Marketing Concept itself

has evolved

1) Catering to the customer

2) Anticipating the customer

3) Leading the customer

(20)

20

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

(21)

21

Recap

• Today we’ve covered Chapter 1 of the text • We’ve reviewed definitions of some basic

concepts…remember we have not yet reached remember we have not yet reached the marketing terminology we will be dealing the marketing terminology we will be dealing

with for the majority of the course with for the majority of the course