Marketing 571, Class 2

August / July 2009

Lawrence Linn

Friday, September 11, 2009

Why Marketing?

Friday, September 11, 2009

Friday, September 11, 2009

Friday, September 11, 2009

discussHow is marketing management

both an art and a science?

Friday, September 11, 2009

Class Policies

• Miss one class – lose (5) participation points

• Second missed class – auto-drop

• Learning teams, APA format

• Late penalty 10% per day

Friday, September 11, 2009

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

Friday, September 11, 2009

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

Friday, September 11, 2009

What are we going to learn?

Friday, September 11, 2009

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

Friday, September 11, 2009

Friday, September 11, 2009

P re s e n t a t i o n S k i l l s

Friday, September 11, 2009

Learning team formation

Friday, September 11, 2009

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

Friday, September 11, 2009

Friday, September 11, 2009

Friday, September 11, 2009

Friday, September 11, 2009

Friday, September 11, 2009

Does Marketing Create Needs or Satisfy Needs?

Friday, September 11, 2009

debateDoes Marketing Create Needs or Satisfy Needs?

Friday, September 11, 2009

TopicScanning the

Macro Environment

Friday, September 11, 2009

Technological Obsolescence

Friday, September 11, 2009

Regulator y forces

Friday, September 11, 2009

interactThe 4P’s

Friday, September 11, 2009

10987654321

PromotionA: PriceB:

PublicityC: PlaceD:

Which one is not part of the 4Pʼs marketing mix model?

PublicityC:

Quiz

Friday, September 11, 2009

PublicityC:

Product is the fourth P

Publicity is considered to be a component of promotion

Quiz

Friday, September 11, 2009

interactdescribe your business in

one sentence

Friday, September 11, 2009

Topicmarketing

myopiaFriday, September 11, 2009

Define your business by customer needs,

not products

“

“

Friday, September 11, 2009

DVD

TV

Web

Games

We make movies

We provide entertainment

Friday, September 11, 2009

interactdescribe your business in

one sentence

Friday, September 11, 2009

Friday, September 11, 2009

Project Gino

• Real life marketing project

• Market a cookbook

• Will develop throughout course

• Class brainstorms

• Instructor implements

• Project ethics check

Friday, September 11, 2009

Project Gino

• Book is published

• Limited sales, limited launch ~ 2006

• Web site http://gin0bambin0.food.officelive.com/

• Amazon listing

• Extremely limited budget

• Q&A

Friday, September 11, 2009

Brainstorm starting points in LT

You have 5 minutes

Post ideas to:

http://projectgino.posterous.com/

comments section, first post

Friday, September 11, 2009

interactBrainstorm starting points in LT

You have 5 minutes

Post ideas to:

http://projectgino.posterous.com/

comments section, first post

Friday, September 11, 2009

Friday, September 11, 2009

What can I use at work tomorrow?

Twitter for research

Twistori

Visible Tweets

Friday, September 11, 2009