4 About the Instructor: Lars Perner Ph.D., Marshall School of Business, University of Southern California, 1998Courses taught:Marketing FundamentalsConsumer BehaviorInternational MarketingMarketing StrategyIntro to International BusinessChannels/DistributionAgricultural MarketingInternet Marketing
5 About the Instructor: Lars Perner Research interests:Consumer BehaviorInternational MarketingConsumer Price ResponseConsumer Bargain HuntingBrandingCorporate PhilanthropyNon-Profit Marketing“Win-win” DealsAutism Spectrum Disorders and SubtypesCountry of birth: DenmarkSelected outside involvementMarketing Educators’ AssociationAutism Society of America
9 TextbooksJonah Berger (2013), Contagious: Why Things Catch On, Simon & Schuster, ISBN-13:Dhruv Grewal and Michael Levy (2012), Marketing, 3rd ed., McGraw-HillIrwin, ISBN-13:
10 About the Instructor: Hobbies and Interests GardeningMusicSpicy foodsSupreme Court oral argumentsComputers and technologyWith my sisters
11 WARNING! Beware of relying on PowerPoint printouts! Psychological research shows that comprehension and memory suffer if you do not take notes in your own hand.
12 In lecture, computers and cell phones are permitted only for note taking and LectureTools usage. During discussion, computers are permitted when PowerPoint slides are displayed (LectureTools and note taking only) and when specifically authorized for in-class activities.Violators are subject to serious sanctions as discussed in the syllabus.
15 Course ObjectivesUnderstand fundamental marketing terms, concepts, principles, and theories and their effective applications to real-world situations in a global marketUnderstand how the marketing function is organized and fits into an organization, including the relationships between marketing issues and those of other business disciplinesDevelop the critical thinking skills necessary to make effective marketing decisions in real world settingsDevelop effective communication skills as they pertain to marketingDevelop effective collaboration skills as they relate to marketingIdentify and make judgments about questionable marketing practices by applying an ethical decision frameworkUnderstand the advantages, disadvantages, opportunities, and tradeoffs involved in different marketing strategies and choicesAppreciate the dual roles of formal analysis and creativity in designing and implementing effective marketing programs
16 The Socratic Method Used in law schools Learning by induction—developing general ideas by examining specific casesDevelopment of analytical skillsResearch shows that learning tends to be enhanced when information is acquired through answering questions
17 Course PhilosophyApplication to needs of real firms rather than memorizationBroad overview of marketingAssignments require individual initiative and thinking
20 Grading IssuesCourse grades are assigned based on the total number of points accumulated. LETTER GRADES WILL NOT BE ASSIGNED TO PROJECTS OR EXAMS ALONE (see syllabus).Marshall competition is very intense.Not everyone can be “above average.” Some will be below.
21 More Grading Issues Extra credit cannot be assigned. Grading is based on performance. It is NOT assumed that you start out as “perfect” and have “points taken off” for deficiencies. A perfect score takes a nearly superhuman person!Grading is NOT based on effort put in (or perceived effort put in or effort reported to have been put in).Final grades can generally only be changed to correct mistakes in arithmetic, Scantron misreads, or data entry that have been made. Work quality or cut-offs cannot be re-evaluated under the USC grade change policy.
23 Some Topics Covered In This Course Creating customer valueMarketing StrategyEthics and Social ResponsibilityMarketing ResearchConsumer BehaviorInternational MarketingSegmentation, Targeting, and PositioningThe Marketing MixProductPricePromotionDistribution (“Place”)Electronic Commerce
24 PROJECT PRODUCT OR SERVICE CHANNEL FOR DISTRIBUTING AN EXISTING PRODUCTORNEWORORTARGET MARKET FOR AN EXISTING TYPE OF PRODUCTPRODUCT OR SERVICE “TRANSPLANTED” FROM ONE COUNTRY TO ANOTHEROR
25 Course Project Please choose: A new product or service not currently in existence;An existing product or service that has potential to be targeted to a segment or type of consumers that currently does not use the productAn existing product or service that could achieve significant additional sales if distributed through a new channel; orAn existing product that is sold in one or more countries and can be introduced in another specific country where it is currently not widely used.
26 Project Structure Proposal Office visit to discuss the proposal Secondary Market ResearchApplications Paper
27 Examples: A New Product or Service Auto GPS system that offers the “least stressful” route as one of optionsCar with built-in mini-safeBathroom water collector for garden re-useSecular values training and leadership programs for children of busy parents not involved in organized religionSports free cable news networkThis does not have to be an entirely new product category. Adding a new feature or making alterations to a product category qualifies if this is likely to be of value to some customers. Even new specific shade of lipstick qualifies.
28 Examples: Existing Product For New Target Market Video games marketed to senior citizens (who want to preserve mental agility and/or play with their grandchildren)Noise cancelling headphones for children vulnerable to distractionAttracting a new type of student (e.g., “geeks”) to a fraternity or sorority
29 Examples: Existing Product With Potential Through New Distribution Channel Financial planning programs sold through churches, synagogues, or mosques.Inkjet printer cartridges sold through Greek housesGroceries being delivered to car pool or van pool departure sites.
30 Examples: Existing Product for a New Country Fortune cookies (which are actually not used in Mainland China)U.S. fast food chains abroadForeign fast food chains in the U.S.