Mkt571.Augsep09.1.Slideshare
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Marketing 571, Class 2
August / July 2009
Lawrence Linn
Friday, September 11, 2009
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Why Marketing?
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discussHow is marketing management
both an art and a science?
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Class Policies
• Miss one class – lose (5) participation points
• Second missed class – auto-drop
• Learning teams, APA format
• Late penalty 10% per day
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Class Policies
• Miss one class – lose (5) participation points
• Second missed class – auto-drop
• Learning teams, APA format
• Late penalty 10% per day
• Syllabus posted in forums is guiding document
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classic air (wk1)7
product offering (wk2)5
classic air sol’n (wk3)23
channel & pricing (wk4)5
communications (wk5)10
launch plan (wk6)20
participation30
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What are we going to learn?
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How to identify markets & consumers
How to segment markets
How & why consumers buy
Developing new products
Marketing across channels
How internet marketing works
How to write a marketing plan
How to think like a marketer
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P re s e n t a t i o n S k i l l s
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Learning team formation
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www.surveymonkey.com
1. Register one account per team
2. Develop online survey
3. Post link to survey in LT forum
4. Answer other groups surveys
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Does Marketing Create Needs or Satisfy Needs?
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debateDoes Marketing Create Needs or Satisfy Needs?
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TopicScanning the
Macro Environment
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Technological Obsolescence
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Regulator y forces
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interactThe 4P’s
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10987654321
PromotionA: PriceB:
PublicityC: PlaceD:
Which one is not part of the 4Pʼs marketing mix model?
PublicityC:
Quiz
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PublicityC:
Product is the fourth P
Publicity is considered to be a component of promotion
Quiz
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interactdescribe your business in
one sentence
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Topicmarketing
myopiaFriday, September 11, 2009
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Define your business by customer needs,
not products
“
“
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DVD
TV
Web
Games
We make movies
We provide entertainment
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interactdescribe your business in
one sentence
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Project Gino
• Real life marketing project
• Market a cookbook
• Will develop throughout course
• Class brainstorms
• Instructor implements
• Project ethics check
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Project Gino
• Book is published
• Limited sales, limited launch ~ 2006
• Web site http://gin0bambin0.food.officelive.com/
• Amazon listing
• Extremely limited budget
• Q&A
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Brainstorm starting points in LT
You have 5 minutes
Post ideas to:
http://projectgino.posterous.com/
comments section, first post
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interactBrainstorm starting points in LT
You have 5 minutes
Post ideas to:
http://projectgino.posterous.com/
comments section, first post
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What can I use at work tomorrow?
Twitter for research
Twistori
Visible Tweets
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