Fall 1997 Professor Kelley

Please be advised that university policy states that students who fail to attend the first two (2) class sessions will be administratively dropped from the class.

Summer 2009 Professor Kelley

CALIFORNIA STATE UNIVERSITY, SACRAMENTO College of Business Administration

MKTG 101 – Principles of Marketing

Course Outline

INSTRUCTOR: Professor Kelley OFFICE: Tahoe 2019 PHONE: 278-7199 E-Mail: [email protected] WEB SITE: www.csus.edu/indiv/k/kelleyca

REQUIRED MATERIALS

Principles of marketing: An applied, collaborative learning approach by Lexis Higgins (available on my web site)

Essentials of Marketing, Lamb, Hair and McDaniel, 5th edition, 2006, Thompson Learning (available in the reserve book room)

Course Objectives:

1. To develop the students' understanding of marketing's role in the American economy, the world economy, and in the individual firm or nonprofit organization. 2. To stress the importance of the customer, and to show the vital need for a customer orientation on the part of all employees of an organization. 3. To understand the relationships among marketing and other business functions, the government, and society. 4. To have students critically evaluate and apply marketing concepts and principles to goods, services, ideas, people and places. 5. To provide students with the foundation of marketing concepts and principles needed for advanced marketing classes. 6. To help students become more sophisticated consumers. 7. To identify career opportunities in various areas of marketing.

Course Format: The course will follow a lecture/discussion format. Students are required to read assigned chapters prior to attending class.

Opportunities:

There will be four opportunities (examinations) and they represent 80% of your grade. Opportunity questions will be multiple choice and short essay. Please use a Scantron 886E to record your answers. Questions will be drawn from lecture and the textbook. Each opportunity will have the same weight regardless of the number of questions. Opportunities must be taken from 10:45 a.m. - 12:00 p.m. on the day that they are scheduled. NO ONE WILL BE ALLOWED TO TAKE AN OPPORTUNITY AFTER THE FIRST STUDENT HAS COMPLETED THE OPPORTUNITY. YOU MAY TAKE AN OPPORTUNITY EARLY BUT NO MAKE UP OPPORTUNITIES WILL BE GIVEN REGARDLESS OF THE REASON.

Individual Written Assignments:

There will be five written assignments. Assignments must be typed and are limited to a maximum of four, single-spaced pages. I will stop reading your assignment after the fourth grammatical error. The assignments are 20% of your grade. The assignments must be submitted no later than 10:30 a.m. on the day that they are due. LATE ASSIGNMENTS WILL NOT BE ACCEPTED. I ACCEPT EMAILED ASSIGMENTS IF RECEIVED BY 10:30 a.m. on the day that they are due.

The assignments are as follows:

1. Select a brand or company and evaluate its marketing. In your opinion, is the marketing of the brand or company effective? (Be sure to explain your meaning of effective). Why or why not? What changes in the marketing of the brand or company would you recommend? 2. Keep a journal of what you purchased during the week of June 2nd-9th. Record what you purchased, why you made each purchase, how you made the purchase, and where you made the purchase. Record the thought process you went through to make each purchase. 3. Select a product. Identify at least three competitive brands for that product. Indicate how and why each brand is targeted in a particular market segment. 4. Select five retailer web sites. Evaluate each web site in terms of ease of navigation, contact information, ability to place an order, and the ability to search for information. What suggestions do you have for improving each web site? 5. Select any advertisement. What audience is being targeted by the advertisement? In your opinion, is the advertisement effective? (Be sure to explain your meaning of effective). Why or why not?

Grading: Grades will be based on four opportunity scores and five written assignments. Grades will be assigned according to the following scale. I round up all decimal points to the next full percentage.

100% - 92% A 91% - 90% A- 89% - 88% B+ 87% - 82% B 81% - 80% B- 79% - 78% C+ 77% - 72% C 71% - 70% C- 69% - 68% D+ 67% - 62% D 61% - 60% D- 59% - 0% F

Cheating:

The class will be conducted on the honor system. Students caught cheating will receive an immediately F for the course. Cheating includes copying examination answers or plagiarism of another student’s Internet assignment. Plagiarism is the copying of someone’s work without giving them credit.

Policy on Extra Credit

There are no extra credit opportunities in this class. An ample number of assignments are required for you to demonstrate your knowledge of marketing. Also, I do not curve grades or modify the grading scale shown above.

Tentative Schedule:

Date Topic Assignment June 2 What is Marketing? L, H and Mc. Chapter 1 Higgins Chapter 1-2

June 3 What is Marketing First Assignment Due

June 4 Global Marketing L, H and Mc. Chapter 2 L, H and Mc. Chapter 3, Higgins Chapter 12 Global Marketing

Date Topic Assignment June 9 First Opportunity June 10 Consumer Behavior L, H and Mc. Chapters 4-5 Higgins Chapter 4, Second Assignment Due

June 11 Market Segmentation L, H and Mc. Chapter 6 Higgins Chapter 3

June 16 Marketing Research L, H and Mc. Chapter 7, Higgins Chapter 5

June 17 Product Decisions L, H and Mc. Chapter 8-9 Higgins Chapter 6

June 18 Second Opportunity

June 23 Product Decisions Third Assignment Due

June 24 Marketing Channels L, H and Mc. Chapter 10-11 Higgins Chapter 9

June 25 Promotion Decisions L, H and Mc. Chapters 12-13 Higgins Chapter 10, Fourth Assignment Due

June 30 Third Opportunity

July 1 Promotion Decisions Fifth Assignment Due

July 2 Pricing Decisions L, H and Mc. Chapter 14 Higgins Chapter 8

July 7 Fourth Opportunity

July 8 Return Fourth Opportunity

July 9 End of Class

Changes to this tentative schedule will be announced in advance.

MKTG 101

Course Learning Objectives

Marketing Concept

1. Define marketing, exchange and marketing strategy. 2. Compare and contrast the production-orientation, selling-orientation and marketing- orientation philosophies. 3. Compare and contrast the marketing orientation and the societal marketing orientation using examples to demonstrate your understanding of the two concepts. 4. Describe the essence of relationship marketing and indicate how organizations practice it. 5. Describe at least three criticisms of marketing. 6. Illustrate with an example how organizations utilize marketing ethics to be more competitive and profitable.

Strategic Planning, Marketing Management and Evaluation

1. Explain environmental monitoring and how it fits in the management of marketing activities. 2. Define the characteristics of the demographic, economic, social and cultural, political and legal, and technological environments. 3. Illustrate how organizations adjust their marketing strategy when changes occur in the demographic, economic, social and cultural, political and legal, and technological environments. 4. Distinguish between a marketing strategy and a marketing tactic. 5. Illustrate a process of strategic marketing planning. 6. Define differential advantage and illustrate how it influences a marketing strategy. 7. Define the marketing mix. 8. Compare and contrast marketing strategies in nonprofit and profit organizations, and give an example for each. 9. Illustrate the functional, geographic, product and product/matrix methods of organizing the marketing function within an organization. 10. Define marketing audit and describe how and when one is conducted.

Global Marketing

1. Compare and contrast exporting, contract manufacturing and joint venture as methods of organizing an international marketing effort, and identify one example of each. 2. Illustrate how social customers, language differences and level of education impact marketing strategies in foreign countries. 3. Describe how different kinds of trade barriers (tariffs, import quotas and local content laws) impact marketing strategies in foreign countries. 4. Compare and contrast standardization and adoption strategies in operating in a global marketplace.

Consumer Decision Making

1. Define social class, discuss how social class can be used for market segmentation, and give examples of marketers using social class in their marketing strategy. 2. Define reference group and illustrate how it influences consumer purchase behavior. 3. Compare and contrast at least three models that explain consumer behavior (e.g., learning model, Maslow's Hierarchy of Needs) 4. Define the concept of involvement and illustrate how it shapes buyer behavior. 5. Explain need recognition and describe some factors that affect it.

Organizational Decision Making

1. Compare and contrast the characteristics of consumer market and the business-to- business market. 2. Define the straight rebuy, modified rebuy and new-task purchase. 3. Define derived demand and illustrate how it influences a marketing strategy.

Market Segmentation and Product Positioning

1. Define market segmentation, target market and product positioning. 2. Compare and contrast benefit, psychographic and geographic, segmentation and identify at least one product that is segmented based on that variable. 3. Compare and contrast the three major market coverage strategies: undifferentiated, differentiated and concentrated, and give an example of a product that is sold with each of these strategies. 4. Compare and contrast positioning by attributes, application, and use.

Marketing Research

1. Define marketing research and discuss its purpose, uses, advantages, disadvantages, who uses it, and when it is used. 2. Discuss the advantages and disadvantages of primary and secondary data in terms of time, cost, and quality of data. 3. Compare and contrast the three major types of marketing research-exploratory, descriptive, and causal research in terms of purpose, how they are conducted, kind of data they produce and methodologies they use. 4. Discuss the advantages and disadvantages of mail, telephone, and interviews in terms of cost, time, response rate, potential sample bias, response bias and ability to target a market for a sample. 5. Illustrate the steps that are used to design and implement a market research study.

Product/Service Decisions 1. Define and give one example of consumer goods, industrial goods, convenience goods, shopping goods, specialty goods and unsought goods. 2. Discuss the differences between a manufacturer's brand, private brand and generic branding strategies, and identify a product example for each. 3. Define what is meant by brand extension, discuss the advantages and disadvantages of brand extensions, and identify at least three brand extensions. 4. Define brand, brand name, brand mark, trademark, servicemark, tradename, and illustrate with at least one example of each. 5. Define product line depth and width, and illustrate each with at least one example. 6. Draw a product life cycle, identify its major stages, and discuss strategies relating to the marketing mix at each stage of the product life cycle. 7. Compare and contrast the characteristics of goods and services in terms of tangibility, perishability, separability and degree of standardization. 8. Identify a process for developing and bring new products to market. 9. Define the consumer adoption process and how it relates to new product development. 10. Identify at least one example of four functions of packaging (convenience, protection, promotion and acceptance from the trade)

Distribution Decisions

1. Define channels of distribution, and describe the functions performed by intermediaries in terms of (a) marketing communication, (b) inventory management, (c) physical distribution, and (d) product positioning and give and example of each. 2. Compare and contrast agent, broker, dealer, distributor, retailer, wholesaler, and give an example for each. 3. Draw four different channels of distribution for consumer goods, identifying the producer, wholesaler, consumer, agent and/or retailer. 4. Discuss the advantages and disadvantages of the three forms of vertical marketing systems (corporate, contractual, administered), and give an example of each. 5. Describe the differences between intensive, selective, and exclusive market coverage strategies in terms of the effect on brand image, profit margin, sales volume, and give an example of each. 6. Describe the major types of power relationships (reward, coercive, referent, expert, legitimate) that exist in a channel of distribution. 7. Compare and contrast the major modes of transportation. 8. Distinguish physical distribution from channels of distribution. 9. Compare and contrast direct marketing, online marketing and marketing through intermediaries.

Pricing Decisions 1. Define "price." 2. When given fixed and variable costs, calculate cost per unit. 3. Compare and contrast pure competition, monopolistic competition, oligopolistic competition, and pure monopolies in terms of their implications for pricing strategies. 4. Define price elasticity, then draw three demand curves, each representing elastic, unitary, and inelastic demand. 5. Calculate price, unit cost, or % mark-up when given information on only two of the three. 6. Define break-even point, and calculate a break-even point when given information about fixed costs, variable costs, and price. 7. Compare and contrast market skimming and market penetration as pricing strategies in terms of their effects on profit margin, brand image and positioning and competition. 8. Compare and contrast quantity, trade, cash, seasonal and a promotional allowance discounts, and identify an example of each.

Promotion Decisions

1. Compare and contrast primary and secondary demand, and give an example of promotions designed to stimulate each type of demand. 2. Describe the AIDA model and discuss how different types of promotion can be used to elicit varying consumer responses within the context of the AIDA model. 3. Compare and contrast the major elements of the promotion mix (advertising, personal selling, sales promotion, publicity) in terms of their ability to reach customers, cost, flexibility, exposure time, cost per contact, ability for immediate feedback, ability to stimulate short or long-term demand, and believability by consumers. 4. Discuss the advantages and disadvantages of developing a promotional budget based on: percentage of sales, competition, affordability and objective-task. 5. Define integrated marketing communications and give an example of it.