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Principles of Marketing BA 3365 Section 006

Principles of Marketing BA 3365 Section 006. Professor Andrei Strijnev The University of Texas at Dallas Fall 2005. Office SOM3.610 Office Phone (972) 883 4825 E-mail strijnev@utdallas.edu Office Hours MT 3:00 – 4:00 p.m. [and by appointment]

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Principles of Marketing BA 3365 Section 006

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  1. Principles of Marketing BA 3365 Section 006 Professor Andrei Strijnev The University of Texas at Dallas Fall 2005

  2. Office SOM3.610 Office Phone (972) 883 4825 E-mail strijnev@utdallas.edu Office Hours MT 3:00 – 4:00 p.m.[and by appointment] Teaching Assistant Howard Dover (Howard.Dover@student.utdallas.edu)

  3. Textbook:

  4. Course components

  5. Group project • Important dates • Group sign-up Sept 7 • Problem selection Sept 19 • Proposal Oct 12 • Presentations Nov 14, 16, 21 • Final Report Nov 21

  6. Group project • Marketing Plan

  7. Group project • Presentation Evaluation

  8. 1 DEVELOPING CUSTOMER RELATIONSHIPS AND VALUE THROUGH MARKETING CHAPTER

  9. AFTER READING THIS CHAPTER YOU SHOULD BE ABLE TO: • Define marketing and explain the importance of (1) discovering and (2) satisfying consumer needs and wants. • Distinguish between marketing mix elements and environmental factors.

  10. AFTER READING THIS CHAPTER YOU SHOULD BE ABLE TO: • Understand how organizations build strong customer relationships using current thinking about customer value and relationship marketing. • Describe how today’s market orientation differs from prior eras oriented to production and selling.

  11. AFTER READING THIS CHAPTER YOU SHOULD BE ABLE TO: • Understand the meaning of ethics and social responsibility and how they relate to the individual, organizations, and society. • Know what is required for marketing to occur and how it creates customer value and utilities for customers.

  12. WHAT IS MARKETING? • Being a Marketing Expert: Good News-Bad News • The Good News: You Already Have Marketing Experience • The Bad News: Surprises About the Obvious

  13. FIGURE 1-2The see-if-you’re-really-a-marketing-expert test.

  14. Kleenex Avert What “benefits” and what “showstoppers”?

  15. WHAT IS MARKETING? • Marketing: Using Exchanges to Satisfy Needs • The Diverse Factors Influencing Marketing Activities

  16. FIGURE 1-3An organization’s marketing department relates to many people, groups, and forces

  17. WHAT IS MARKETING? • Requirements for Marketing to Occur • Two or More Parties with Unsatisfied Needs • Desire and Ability to Satisfy These Needs • A Way for the Parties to Communicate • Something to Exchange

  18. Concept Check 1.What is marketing? A: Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives.

  19. Concept Check • discovering 2. Marketing focuses on __________ and ___________ consumer needs • satisfying

  20. Concept Check 3.What four factors are needed for marketing to occur? A: (1) Two or more parties with unsatisfied needs, (2) a desire and ability on their part be satisfied, (3) a way for the parties to communicate, and (4) something to exchange.

  21. Toro’s iMow What “benefits” and what “showstoppers”?

  22. Samsung’s 17-inch SyncMaster What “benefits” and what “showstoppers”?

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