1. Objectives for Workshop 3  Review Key concepts from week 2  Summarize and define marketing concepts Integrated Marketing Communication Marketing Channel Strategy  Understand and discuss strategic marketing decision-making  Develop and apply critical thinking skills through case analysis  Refine formal business writing and oral communication skills

2. Review of Class 2 Opportunity Analysis Market Segmentation Target Marketing Product and Service Strategy Brand Management Issues on Marketing Plans

3. Review of Class 2 - Positioning MoreSameLess More More for More More for Same More for Less Same Same for Less Less Less for Much Mess Price ProductProduct

4. Review of Class 1 Surprise  Vision / Mission Statements  SWOT Analysis  4 P’s of Marketing  Marketing Strategies Market Penetration Market Development New Product Offering Diversification  Financial Analysis

5. Summarize and define marketing concepts – Marketing Communication  Marketing Communication is: Process by which information about an organization and its offerings is disseminated to selected markets  The reason from Marketing Communication is to inform buyers of Availability of an offering Benefits of the offering Where and how obtained

6. Summarize and define marketing concepts – Marketing Communication  Information Requirements Adoption – Process Model Awareness Consideration Preference Purchase Roles in purchase (work) Purchaser Influencer Decision Maker Consumer Think of a personal situation

7. Summarize and define marketing concepts – Marketing Communication  Communication Objectives Depends on product offering and the stage in product life cycle Primary Demand – product class Selective Demand – particular brand

8. Summarize and define marketing concepts – Marketing Communication  Integrated Communication Mix Buyer Requirements Nature of Offering (complex) Target Market Characteristics Geographic, size, Organizational Capacity Internal versus external Push versus Pull Websites – transactional or promotional

9. Summarize and define marketing concepts – Marketing Communication  Communication Mix Budgeting Percent of Sales Competitive Parity Advertising Share of Voice All available funds Objective-Task Method  Evaluation/Control

10. Summarize and define marketing concepts – Marketing Communication Consume r Business Product When Made Service __________ _________ key When Made Service __________ _________ key Place Promotio n Price

11. Summarize and define marketing concepts – Marketing Communication Consume r Business Product Made B/4 Sale Service Helpful Style key After Sale Service Critical Function is key Place Promotio n Price

12. Summarize and define marketing concepts – Marketing Communication Consume r Business Product When Made Service __________ _________ key When Made Service __________ _________ key Place Where sold Promotio n Price

13. Summarize and define marketing concepts – Marketing Communication Consume r Business Product Made B/4 Sale Service Helpful Style key After Sale Service Critical Function is key Place Buyer to Seller Seller to Buyer Promotio n Price

14. Summarize and define marketing concepts – Marketing Communication Consume r Business Product When Made Service __________ _________ key When Made Service __________ _________ key Place Where sold Promotio n _______ Media Timing _______ Media Timing Price

15. Summarize and define marketing concepts – Marketing Communication Consume r Business Product Made B/4 Sale Service Helpful Style key After Sale Service Critical Function is key Place Buyer to Seller Seller to Buyer Promotio n Mass Media Frequent Trade Pubs Infrequent Price

16. Summarize and define marketing concepts – Marketing Communication Consume r Business Product When Made Service __________ _________ key When Made Service __________ _________ key Place Where sold Promotio n _______ Media Timing _______ Media Timing Price How set

17. Summarize and define marketing concepts – Marketing Communication Consume r Business Product Made B/4 Sale Service Helpful Style key After Sale Service Critical Function is key Place Buyer to Seller Seller to Buyer Promotio n Mass Media Frequent Trade Pubs Infrequent Price One SetNegotiable

18. Break

19. Develop and apply critical thinking skills through case analysis Goal: To analyze the business and present a plan that would help grow the business 7% annually as measured by EBITA Amber Inn and Suites

20. Break

21. Back to Work

22. Summarize and define marketing concepts – Marketing Channel Strategy Example - Assume four producers – Assume four consumers – How many transactions possible? What is the purpose of the channel?

23. Summarize and define marketing concepts – Marketing Channel Strategy Assume 4 producers/consumers Assume one distributor How many potential transactions?

24. Summarize and define marketing concepts – Marketing Channel Strategy Functions in the Distribution Channel Information Gathering Promotion Contact Matching Negotiation Distribution Financing Risk Taking Servicing

25. Summarize and define marketing concepts – Marketing Channel Strategy Distributors or Wholesalers Retailers or Dealers Brokers or Agents Producer Ultimate Buyers

26. Summarize and define marketing concepts – Marketing Channel Strategy Book Distributor Amazon.com (Virtual Retailer) Book Publisher Auto Dealer Auto-By-Tel (Virtual Broker) Travelocity (Virtual Agent) Auto Manufacturer Commercial Airline Computer Manufacturer Ultimate Buyers

27. Summarize and define marketing concepts – Marketing Channel Strategy Hear “Eliminate the Middle Man and Save Money? - True

28. Summarize and define marketing concepts – Marketing Channel Strategy 1983 – Oklahom a City 1990

29. Summarize and define marketing concepts – Marketing Channel Strategy Retail Channel Distribution Intensive Exclusive Selective

30. Break

31. Develop and apply critical thinking skills through case analysis Goal: Should Swisher consider Private Brand sales as a means to grow the company

32. Understand/Discuss strategic marketing decision-making

34. Objectives for Workshop 3  Review Key concepts from week 2  Summarize and define marketing concepts Integrated Marketing Communication Marketing Channel Strategy  Understand and discuss strategic marketing decision-making  Develop and apply critical thinking skills through case analysis  Refine formal business writing and oral communication skills

35. Wrap-up  Questions  Next week activities Read Chapters 8-9 Cases to be completed Goodyear Tire and Rubber Swisher Motors