MT 219 Marketing Unit One Welcome! Course Overview Introduction to Marketing Note: This seminar will be recorded by the instructor.

Larry Bloom B.S. Marketing MBA- Marketing 25 years of sales and marketing experience Teaching at Kaplan for about 2 years. Corporate teaching experience.

Tonight’s agenda Tonight I am going to review the following topics with you: The syllabus, the expectations for the course, Course subject

Let’s Review: Course Element Overview Element Discussion threads Assignments Quizzes Research Projects Extra Credit is not offered

Let’s Review: Discussions Opportunity to clarify Work with material Ask questions Get help from instructor and classmates Exchange ideas Get feedback And they are fun!

Let’s Review: How to do well in discussions Pay attention to the rubric in your syllabus Post early Respond to at least two classmates Apply the language and concepts from your readings in your responses Interpret your own knowledge in terms of the course – personal experience is great, but apply your reading to it Check out the key terms at the end of each unit – try to incorporate them Use web based research where appropriate to make a point Use material from previous units to link concepts Be thoughtful, thorough, and substantive Check frequently to see if anyone has asked questions Anytime you are at your computer, and have a couple of minutes, drop in!

Let’s Review: Working with the projects There are transcripts for some of the videos under Doc Share Review the rubric in the syllabus for guidelines Proof, proof, proof – grammar and spelling matters. Using APA is recommended. See the syllabus Apply the concepts and language of the course Answer all the questions in terms of the key concepts of that unit Be thorough, especially when examining the website Additional research may be used. For example, if you are working with a video and wish to examine websites as well, that can only enhance your work. If something is confusing, check with your professor

Let’s Review: Quizzes Multiple choice quizzes Think the question through ALWAYS read instructions- Some may have time limits or not allow you to take more than once. Keep aware of the deadline- system closes access automatically

Let’s Review: Research Project Select only a brand that is on the list in the Unit 2 Discussion You must use the brand you select in your Research Projects. The projects will require research, application, and creativity as well as analysis Work will begin on the project in unit two. Begin to note promotions, ads, articles relative to your brand and save them.

Let’s Review- Simulations In Units 4, 5 and 8 Follow the instructions Simulations see how well you have learned concepts Graded, so make sure to complete them before the Tuesday deadline

Let’s Review: Deadlines All units close midnight EST on Tuesdays If you are having a difficulty getting work in- Contact me BEFORE the deadline. Discussion threads, reviews and simulations will be closed at that time. Plan appropriately. See the course syllabus for late policies for projects 1-7 calendar days late = 20% penalty 7-14 calendar days late = 30% penalty more than 14 days = automatic zero

Let’s Review: Seminars Optional Fun and helpful Opportunity to ask questions and interact with classmates You can review the recording if you are unable to attend

Let’s Review: Special Announcement- The Continue Button on Screens Lower right hand corner of many screens in the class. Clicking on the “Continue” will not advance you to the next screen. Roll your mouse over to the right hand side of the screen and an arrow will appear. Click on the arrow to advance page. Rolling your mouse over to the left hand side of the screen will open an arrow to go back to the previous page. Demo:

What is Marketing? Kotler: “Marketing is the process by which companies create value for customers and build strong customer relationships in order to capture value from customers in return.” (Kotler, 2010) Notice that there is a lot of emphasis on establishing value and relationships. Marketing, more than any other business function deals with the customer and creating value for them. Notice that there is a lot of emphasis on establishing value and relationships. Things that are marketed- Goods, services, ideas, personal images

The Marketing Mix and Environment

Marketing Mix This is a term we will reference throughout the course. Figure 1.1 in your e-book has a fantastic diagram that shows the importance of the marketing mix as a component of marketing. The marketing mix includes 4 elements/activities of marketing. These are sometimes referred to as the 4Ps of marketing, which include Product, Price, Promotion and Place. Place is also referred to as “distribution.” Your text states that the primary job of a marketing manager is to create and maintain the right mix of these elements to satisfy customer’s needs for a general product type. For example, a company could have the best product in the world offered at a great price with exceptional promotion. However, if you cannot get the product to the customer, than you have no sales. This example refers to the importance of the “place or distribution” element of the marketing mix. These concepts will make more sense as we dive deeper into the class.

The marketing orientation has evolved The production orientation The sales orientation The marketing orientation

History of Marketing Second era- The “sales era”. Occurred prior to the 1950’s. Idea that creative advertising and selling would convince consumers to buy a product or service. Third era- The “marketing era” was the third era in the history of marketing. “Revolutionary idea.” Businesses focused on the needs and wants of the consumer. The last era might be called the “societal marketing era” Company must consider the different stakeholders of the company in developing their marketing strategies.

What is the marketing concept? A managerial philosophy involving -The satisfaction of consumer needs and wants -The coordination of activities -Satisfaction of goals -In a coordinated way -The basic management process- plan, organize, lead, control

What is customer relationship marketing? Long term Mutually satisfying Buyers and sellers both benefit

What is Value? Benefits minus costs = Value -Benefits are what customers get out of a product -Costs can take many forms -Money -Time -Risk -Aggravation -Other?

Marketing is Dynamic Marketers realize their relationships with consumers is always changing Importance of some customers -Careful relationships with selected customers -Developing relationships that are deeper and more interactive than typical customers What companies might you feel a deep and interactive link with?

What is a marketing plan? A written document that specifies those activities to be performed to implement and control an organization’s marketing activities.

The Marketing Mix and Environment

Any Questions? Thank you for attending! See you next week!