MARKETING

Bob McDonaldBob McDonaldArea Coordinator of MarketingArea Coordinator of Marketing

United Supermarkets Professor of MarketingUnited Supermarkets Professor of Marketing

WHAT IS…?

MARKETINGMARKETING

Advertising

Commercials

ICONS

Branding

Retail

Infomercials

Sales

MARKETING

Sine Qua NonSine Qua Non of Business of Business

““Without This NothingWithout This Nothing””

MARKETING

Meeting customer needsMeeting customer needs

ExchangeExchange: Quid pro Quo (This for That): Quid pro Quo (This for That)

Creating, Promoting & Delivering:Creating, Promoting & Delivering: Goods & ServicesGoods & Services

Where can marketing be used?

Traditional BusinessesTraditional Businesses Not-For-Profit CompaniesNot-For-Profit Companies InstitutionsInstitutions Social OrganizationsSocial Organizations Social Causes and IdeasSocial Causes and Ideas PoliticsPolitics Sports and EntertainmentSports and Entertainment

Markets

All actual and potential All actual and potential customerscustomers

Can’t be all things to all people, so break up Can’t be all things to all people, so break up total market into segmentstotal market into segments

Each segment is comprised of Each segment is comprised of people who people who are grouped by their similarityare grouped by their similarity along some along some dimensionsdimensions

Target the segment(s) that is most attractiveTarget 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 Target SegmentsTarget Segments

Market research is critical to identify and Market research is critical to identify and understand target segment(s)understand target segment(s)

PositionPosition to be most attractive to target to be most attractive to target segment segment Use Marketing MixUse Marketing Mix

Marketing Mix: The Four Ps

ProductProduct PricePrice PromotionPromotion PlacePlace

Product/Service

Product

BenefitsBenefits delivered to customers delivered to customers FeaturesFeatures SizeSize OptionsOptions PackagingPackaging WarrantiesWarranties ServiceService

Price

Price can be an indicator of qualityPrice can be an indicator of quality DiscountsDiscounts BundlingBundling VolumeVolume WholesaleWholesale RetailRetail

Promotion

PPaid Advertisingaid Advertising What most people thinkWhat most people think

PPersonal Sellingersonal Selling B2B and B2CB2B and B2C

Sales Sales PPromotionromotion Coupons, contests, events, sponsorshipCoupons, contests, events, sponsorship

PPublic Relationsublic Relations Media, Stakeholders, GovernmentMedia, Stakeholders, Government

Place AKA Distribution

WholesalingWholesaling RetailingRetailing Direct MarketingDirect Marketing LogisticsLogistics

Career Opportunities I Strategy: Products, MarketsStrategy: Products, Markets

CEO, executive level decisionsCEO, executive level decisions

SalesSales Customer Interaction Customer Interaction B2B/B2CB2B/B2C Great place to start (70%); know customersGreat place to start (70%); know customers

AdvertisingAdvertising Reaching target marketReaching target market Choosing vehiclesChoosing vehicles BudgetsBudgets

Career Opportunities II Public Relations Public Relations

Deal with media and investorsDeal with media and investors LobbyingLobbying

ResearchResearch Need analytical skillsNeed analytical skills Surveys, test markets, scanner dataSurveys, test markets, scanner data

Product Design Product Design product, package, label, logosproduct, package, label, logos

Career Opportunities III

Brand ManagementBrand Management Responsible for entire brandResponsible for entire brand

Supply Chain: shipping, wholesale, Supply Chain: shipping, wholesale, logisticslogistics Need computer skillsNeed computer skills Detail-orientedDetail-oriented DeadlinesDeadlines

Customer ServiceCustomer Service Good people skillsGood people skills PatiencePatience

Career Opportunities IV

Purchasing and Materials ManagementPurchasing and Materials Management NegotiationNegotiation Computers/OrganizationComputers/Organization

Events PlanningEvents Planning Trade shows and ConventionsTrade shows and Conventions Golf TournamentsGolf Tournaments

Database Management & Direct MarketingDatabase Management & Direct Marketing Computer skillsComputer skills

MARKETING COURSES MKT 3350 Intro to MarketingMKT 3350 Intro to Marketing MKT 3351 Services MarketingMKT 3351 Services Marketing MKT 3352 Consumer BehaviorMKT 3352 Consumer Behavior MKT 3353 Supply Chain ManagementMKT 3353 Supply Chain Management MKT 3356 Market Research & AnalysisMKT 3356 Market Research & Analysis MKT 4351 Personal Selling MKT 4351 Personal Selling (Excellent Course!)(Excellent Course!) MKT 4354 Market PromotionMKT 4354 Market Promotion MKT 4358 International MarketingMKT 4358 International Marketing MKT 4359 Sales ManagementMKT 4359 Sales Management (Excellent Course!)(Excellent Course!) MKT 4370 Logistics ManagementMKT 4370 Logistics Management MKT 4371 Logistics AnalysisMKT 4371 Logistics Analysis MKT 4382 Internship in MarketingMKT 4382 Internship in Marketing

Global Supply Chain Concentration

Major CoursesMajor Courses MKT 3353 Supply Chain ManagementMKT 3353 Supply Chain Management MKT 4358 International MarketingMKT 4358 International Marketing MKT 4370 Logistics ManagementMKT 4370 Logistics Management MKT 4371 Logistics AnalysisMKT 4371 Logistics Analysis IB 4361 International Commerce*IB 4361 International Commerce*

Business ElectivesBusiness Electives Two Group ATwo Group A One Group BOne Group B

* Pre-req MKT 4358

Sales Concentration

Major CoursesMajor Courses MKT 3352 Consumer BehaviorMKT 3352 Consumer Behavior MKT 4350 Personal SellingMKT 4350 Personal Selling MKT 4354 Market PromotionMKT 4354 Market Promotion MKT 4359 Sales ManagementMKT 4359 Sales Management

Business ElectivesBusiness Electives Three Group AThree Group A One Group BOne Group B

Required Restricted ElectivesRequired Restricted Electives ENGL 3365 Professional Report Writing orENGL 3365 Professional Report Writing or COMS 3358 Business & Professional CommunicationsCOMS 3358 Business & Professional Communications

Certificates

Energy Commerce/SalesEnergy Commerce/Sales

Energy Commerce/Global Supply ChainEnergy Commerce/Global Supply Chain

Energy Commerce/International BusinessEnergy Commerce/International Business

Speak with your advisor for more information

For more information about marketing:

The Marketing AssociationThe Marketing Associationhttp://tma.ba.ttu.edu/

The American Marketing AssociationThe American Marketing Association www.marketingpower.comwww.marketingpower.com

See your advisorSee your advisor

For copies of Slides

My web page:My web page:http://bobmcdonald.ba.ttu.edu/