BUAD 251 – Principles of Marketing
Business Administration
Instructor:
Mrs. Kimberly K. Montney
Office: Classroom Building Room C260
Office Telephone: (269) 965-3931 ext. 2505
E-Mail Address: montneyk@kellogg.edu
Website Address: http://academic.kellogg.edu/montneyk
Office Hours:
As posted on instructors
office door, my website, or by appointment.
Catalog Description:
The functions of the
marketing mix are analyzed as to how they interact with each other, with other
business functions, and with several components of the business
environment. Understanding of these
marketing functions is developed through a study of a variety of applied
marketing problems and business case histories.
Length:
One
semester, 48 hours instruction, 3 credit hours.
Text:
Kerin, Roger A., Berkowitz, Eric N., Hartley, Steven W., Rudelius, William, “Marketing 8th Edition” McGraw-Hill Irwin
Email for Students:
All KCC students
are provided with e-mail accounts through the College server. You will be
responsible for checking your KCC e-mail regularly and should be prepared to
use KCC e-mail as part of student-College interaction. For email account
information, check the Web at http://www.kellogg.cc.mi.us/email/geninfo.html
If you wish to
use your own email account, not KCC’s, it is
imperative that you still check your email with
What to Expect:
I highly recommend you printing
out this syllabus and keeping it in a place where you can refer to it when
needed. I have tried rather hard to show
you everything you need to know in this syllabus. Please, if you find something missing, let me
know because I would like to change it in the future and notify all of you
quickly what I may have missed.
Grading:
* 2
tests – 1 midterm and 1 final exam
Midterm
covers – Chapter 1, 2, 3, 4, 5, 6, 7, 8, and 9
Final covers – Chapter 10, 11, 12, 14, 18, 19, 20, 21, and
22
The midterm and final will
have 100 questions, made up of multiple choice questions. Each test will be worth 200 total
points.
* 14
quizzes
Chapter
One
Chapter Two
Chapters Three and Four
Chapter Five
Chapter Six and Seven
Chapter Eight
Chapter Nine
Chapter Ten
Chapter Eleven
Chapter Twelve and Fourteen
Chapter Eighteen
Chapter Nineteen
Chapter Twenty and Twenty-One
Chapter Twenty-Two
* Miscellaneous Assignments
There will be a variety of miscellaneous assignments. These will vary and can be done in many
different ways. They will be worth
anywhere between 5 and 15 points. It is
imperative that you read the necessary assignment first before completing the
assignment.
* Going Online Assignments
After a few of the chapters, there
will be an Internet (Going Online) exercise that will be assigned. You should go to the Internet site, look at
the various questions asked, and be prepared to answer each one.
* Video Case Essay Assignments
After
a few of the chapters, there is a video case at the end. You should read the one that is assigned
first, watch the video (if your computer has access to it) and then answer the
questions in blackboard. These will be
completed like a quiz in blackboard and will be graded after I read your
answer. Remember to follow the grading
rubrics!
* Final Project
You are going to be creating a Marketing Plan this
semester. It will be your final project,
but will be completed throughout the entire semester. Each project has different requirements and
they are listed throughout the sessions.
The final project must be completed by the last day of the semester.
Final Grade:
Your final grade is based on
the amount of points possible for the course.
The scale on the following page will be used as a guide to determine
your final grade. Take your score and
divide it by the total number of points in this class.
Grades are earned and NOT
given. Therefore, you should know your
general level of performance at all times, and I will be willing to discuss
your grade at any time during the semester.
TOTAL POINTS ACCUMULATED
93.5-100% to total points A
89.5-93.4 A-
86.5-89.4 B+
83.5-86.4 B
79.5-83.4 B-
76.5-79.4 C+
73.5-76.4 C
69.5-73.4 C-
66.5-69.4 D+
63.5-66.4 D
59.5-63.4 D-
59.4 and below F
Assignment Calendar
For this course you will be
reading from the textbook, Marketing 8th Edition. You will not be required to read the entire
book, so please be sure to follow this outline closely and carefully!
Week One:
Chapter One – Creating
Customer Relationships and Value through Marketing
You will be tested on the
following items in this chapter:
AERO? LIGHTNING? THE NEXT ACT
AFTER LAUNCHING AN INDUSTRY?
A
New Idea That Wasn’t So New
Understanding the Consumer
Success Invites Imitation, Which Stimulates Innovation
What
is Marketing?
Rollerblade Skates, Marketing, and You
Marketing: Using Exchanges to Satisfy Needs
How
Marketing Discovers and Satisfies Consumer Needs
Discovering
Consumer Needs
The Challenge of Meeting Consumer Needs with New Products
Consumer Needs and Consumer Wants
What a Market Is
Satisfying Consumer Needs
The Four Ps: Controllable Marketing Mix Factors
The Uncontrollable, Environmental Factors
The
marketing program: how customer relationships are built
Global Competition, Customer Value, and Customer Relationships
Relationship Marketing
Relationship Marketing: Easy to Understand
Relationship Marketing: Difficult to Implement
The Marketing Program
A Marketing Program for Rollerblade
Listening to Consumers to Stay Ahead of the Trends
Focusing the Marketing Program on Four Key Segments
Exploiting Strengths in Technology
Week 2:
Chapter Two – Developing
Successful Marketing and Corporate Strategies
You will be tested on the
following items in this chapter:
WHERE CAN AN “A” IN A COURSE IN
ICE CREAM MAKING LEAD?
THE STRATEGIC MARKETING
PROCESS
Strategic Marketing Process: The Planning Phase
Step 1: Situation (SWOT) Analysis
Step 2: Market-Product Focus and Goal Setting
Step 3: Marketing Program
Strategic Marketing Process: The Implementation Phase
Obtaining Resources
Designing the Marketing Organization
Developing Schedules
Executing the Marketing Program
Strategic Marketing Process: The Control Phase
Comparing Results with Plans to Identify Deviations
Acting on Deviations
Week 3:
Chapter Three – Scanning the
Marketing Environment
You will be tested on the
following items in this chapter:
IT’S SHOW TIME!
ENVIRONMENTAL SCANNING IN THE
NEW MILLENNIUM
Tracking Environmental Trends
An Environmental Scan of Today’s Marketplace
SOCIAL FORCES
Demographics
The World Population at a Glance
The
Generational Cohorts
The American Household
ECONOMIC FORCES
Macroeconomic Conditions
Consumer Income
Gross Income
Disposable Income
Discretionary Income
TECHNOLOGICAL FORCES
Technology of Tomorrow
COMPETITIVE FORCES
Alternative Forms of Competition
REGULATORY FORCES
Protecting Competition
Product-Related Legislation
Company Protection
Consumer Protection
Chapter Four – Ethics and
Social Responsibility in Marketing
You will be tested on the
following items in this chapter:
THERE IS MORE BREWING AT
ANHEUSER-BUSCH THAN BEER
Codes
of Ethics
UNDERSTANDING SOCIAL
RESPONSIBILITY IN MARKETING
Concepts of Social Responsibility
Profit Responsibility
Stakeholder Responsibility
Societal Responsibility
The Social Audit: Doing Well by Doing Good
Turning the Table: Consumer Ethics and Social
Responsibility
Week 4:
Chapter Five – Consumer
Behavior
You will be tested on the
entire chapter:
GETTING TO KNOW THE
AUTOMOBILE CUSTOM(H)ER AND INFLUENC(H)ER
CONSUMER PURCHASE DECISION
PROCESS
Problem Recognition: Perceiving a Need
Information Search: Seeking Value
Alternative Evaluation: Assessing Value
Purchase Decision: Buying Value
Postpurchase Behavior: Value in
Consumption or Use
Involvement and Problem-Solving Variations
Extended Problem Solving
Limited Problem Solving
Routine Problem Solving
Involvement and Marketing Strategy
Situational Influences
PSYCHOLOGICAL INFLUENCES ON
CONSUMER BEHAVIOR
Motivation and Personality
Motivation
Personality
Perception
Selective Perception
Perceived Risk
Learning
Behavioral Learning
Cognitive Learning
Brand Loyalty
Values, Beliefs, and Attitudes
Attitude Formation
Attitude Change
Lifestyle
SOCIOCULTURAL INFLUENCES ON
CONSUMER BEHAVIOR
Personal Influence
Opinion Leadership
Word of Mouth
Reference Groups
Family Influence
Consumer Socialization
Family Life Cycle
Family Decision Making
Social Class
Culture and Subcultures
African American Buying Patterns
Hispanic Buying Patterns
Asian American Buying Patterns
Week 5:
Chapter Six – Organizational
Markets and Buyer Behavior
You will be tested on the
following items in this chapter:
ONLINE BUYING IN
ORGANIZATIONAL MARKETS
Prominence of Online Buying in Organizational Markets
E-Marketplaces:
Virtual Organizational Markets
Online Auctions in Organizational Markets
Chapter Seven – Reaching
Global Markets
You will be tested on the
following items in this chapter:
MATTEL’S GLOBAL MARKETING IS
MORE THAN CHILD’S PLAY
A GLOBAL ENVIRONMENTAL SCAN
Cultural Diversity
Values
Customs
Cultural Symbols
Language
Cultural Ethnocentricity
Economic Considerations
Stage of Economic Development
Economic Infrastructure
Consumer Income and Purchasing Power
Currency Exchange Rates
Political-Regulatory Climate
Political Stability
Trade Regulations
Week 6:
Chapter Eight – Marketing
Research: From Information to Action
You will be tested on the following
items in this chapter:
THE ROLE OF MARKETING
RESEARCH
What Is Marketing Research?
Why Good Marketing Research Is Difficult
Five-Step Marketing Research Approach to Making Better
Decisions
STEP 1: DEFINE THE PROBLEM
Set the Research Objectives
Identify Possible Marketing Actions
STEP 2: DEVELOP THE RESEARCH PLAN
Specify Constraints
Identify Data Needed for Marketing Actions
Determine How to Collect Data
Concepts
Methods
STEP 3: COLLECT RELEVANT
INFORMATION
Secondary Data
Internal Secondary Data
External Secondary Data
Advantages and Disadvantages of Secondary Data
Primary Data
Observational Data
Questionnaire Data
Panels and Experiments
Advantages and Disadvantages of Primary Data
STEP 4: DEVELOP FINDINGS
Analyze the Data
Present the Findings
STEP 5: TAKE MARKETING
ACTIONS
Make Action Recommendations
Implement the Action Recommendations
Evaluate the Results
Chapter Nine – Identifying
Market Segments and Targets
You will be tested on the
following items in this chapter:
WHY SEGMENT MARKETS?
What Market Segmentation Means
Segmentation:
Linking Needs to Actions
STEPS IN SEGMENTING AND
TARGETING MARKETS
Step 1: Group Potential Buyers into Segments
Criteria to Use in Forming the Segments
Ways to Segment Consumer Markets
Variables to Use in Forming Segments for Wendy’s
Ways to Segment Organizational Markets
Step 2: Group
Products to Be Sold into Categories
Step 3: Develop a
Market-Product Grid and Estimate Size of Markets
Step 4: Select Target
Markets
Criteria to Use in Picking the Target Segments
Choose the Segments
Step 5: Take Marketing Actions to Reach Target
Markets
Your Wendy’s Segmentation Strategy
Week 7:
Midterm Exam – Chapters 1, 2,
3, 4, 5, 6, 7, 8, and 9
This is also a chance for you
to get caught up on any assignments that should be done by now.
Week 8:
Chapter Ten – Developing New
Products and Services
You will be tested on the
following items in this chapter:
3M’S NEW GREPTILE GRIP GOLF
GLOVE: HOW TO GET TO THE TOP OF THE
LEADER BOARD
THE VARIATIONS OF PRODUCTS
Product Line and Product Mix
Classifying Products
Type of User
Degree of Tangibility
Services and New-Product Development
CLASSIFYING CONSUMER AND
BUSINESS GOODS
Classification of Consumer Goods
Classification of Business Goods
Production Goods
Support Goods
NEW PRODUCTS AND WHY THEY
SUCCEED OR FAIL
What Is a New Product?
Newness Compared with Existing Products
Newness in Legal Terms
Newness from the Company’s Perspective
Newness from the Consumer’s Perspective
Why Products Succeed and Fail
Marketing Reasons for New-Product Failures
A Look at Some Failures
Week 9:
Chapter Eleven – Managing
Products and Brands
You will be tested on the
following items in this chapter:
THE PRODUCT LIFE CYCLE
Introduction Stage
Growth Stage
Maturity Stage
Decline Stage
Length of the Product Life Cycle
Shape of the Product Life Cycle
MANAGING THE PRODUCT LIFE
CYCLE
Role of a Product Manager
Modifying the Product
Modifying the Market
Finding New Users
Increasing Use
Creating New Use Situation
Repositioning the Product
Reacting to a Competitor’s Position
Reaching a New Market
Catching a Rising Trend
Changing the Value Offered
PACKAGING AND LABELING
Creating Customer Value and Competitive Advantage through
Packaging and Labeling
Communication Benefits
Functional Benefits
Perceptual Benefits
Global Trends in Packaging
Environmental Sensitivity
Health and Safety Concerns
PRODUCT WARRANTY
Week 10:
Chapter Twelve – Managing
Services
You will be tested on the
following items in this chapter:
THE NEWEST SERVICES
MANUFACTURE EXPERIENCES: JUST ASK ANYONE WHO HAS BEEN CAPTURED BY A BORG!
THE UNIQUENESS OF SERVICES
The Four I’s of Services
Intangibility
Inconsistency
Inseparability
Inventory
The Service Continuum
MANAGING THE MARKETING OF
SERVICES
Product (Service)
Exclusivity
Branding
Capacity Management
Price
Place (Distribution)
Promotion
Chapter Fourteen – Arriving
at the Final Price
You will be tested on the
following items in this chapter:
STEP 4: SELECT AN APPROXIMATE
PRICE LEVEL
Demand-Oriented Approaches
Skimming Pricing
Penetration Pricing
Prestige Pricing
Price Lining
Odd-Even Pricing
Target Pricing
Bundle Pricing
Yield Management Pricing
LEGAL AND REGULATORY ASPECTS
OF PRICING
Price Fixing
Price Determination
Deceptive Pricing
Geographical Pricing
Predatory Pricing
Week 11:
Chapter Eighteen – Integrated
Marketing Communications and Direct Marketing
You will be tested on the
following items in this chapter:
WHO IS GOING TO DISNEY WORLD
NEXT?
THE COMMUNICATION PROCESS
Encoding and Decoding
Feedback
Noise
THE PROMOTIONAL ELEMENTS
Advertising
Personal Selling
Public Relations
Sales Promotion
Direct Marketing
DEVELOPING AN IMC PROGRAM
Identifying the Target Audience
Specifying Promotion Objectives
Setting the Promotion Budget
Percentage of Sales
Competitive Parity
All You Can Afford
Objective and Task
EXECUTING AND EVALUATING THE
PROMOTION PROGRAM
DIRECT MARKETING
The Growth of Direct Marketing
The Value of Direct Marketing
Technological, Global, and Ethical Issues in Direct
Marketing
Week 12:
Chapter Nineteen –
Advertising, Sales Promotion, and Public Relations
You will be tested on the
following from this chapter:
WELCOME TO THE NEW WORLD OF
ADVERTISING
TYPES OF ADVERTISEMENTS
Product Advertisements
Institutional Advertisements
DEVELOPING THE ADVERTISING
PROGRAM
Identifying the Target Audience
Specifying Advertising Objectives
Setting the Advertising Budget
Designing the Advertisement
Message Content
Creating the Actual Message
Selecting the Right Media
Choosing a Medium and a Vehicle within That Medium
Basic Terms
Different Media Alternatives
Television
Radio
Magazines
Newspapers
Yellow Pages
Internet
Outdoor
Other Media
Selection Criteria
Scheduling the Advertising
SALES PROMOTION
Consumer-Oriented Sales Promotion
Coupons
Deals
Premiums
Contests
Sweepstakes
Samples
Loyalty Programs
Point-of-Purchase Displays
Rebates
Product Placement
Trade-Oriented Sales Promotions
Allowances and Discounts
Cooperative Advertising
Training of Distributors’ Salesforces
PUBLIC RELATIONS
Publicity Tools
Week 13:
Chapter Twenty – Personal
Selling and Sales Management
You will be tested on the
following items in this chapter:
SELLING THE WAY CUSTOMERS
WANT TO BUY
SCOPE AND SIGNIFICANCE OF
PERSONAL SELLING AND SALES MANAGEMENT
Nature
of Personal Selling and Sales Management
Selling Happens Almost Everywhere
Personal Selling in Marketing
Creating Customer Value through Salespeople: Relationship
and Partnership Selling
THE PERSONAL SELLING PROCESS:
BUILDING RELATIONSHIPS
Prospecting
Preapproach
Approach
Presentation
Stimulus-Response Format
Formula Selling Format
Need-Satisfaction Format
Handling Objections
Close
Follow-Up
Chapter Twenty-One –
Implementing Interactive and Multichannel Marketing
You will be tested on the
following items in this chapter:
REFLECT.COM: CREATING CUSTOMIZED COSMETICS
ONLINE CONSUMER BEHAVIOR AND
MARKETING PRACTICE IN MARKETSPACE
The Online Consumer
Profiling the Online Consumer
Online Consumer Lifestyle Segmentation
What Online Consumers Buy
Why Consumers Shop and Buy Online
Convenience
Choice
Customization
Communication
Cost
Control
When and Where Online Consumers Shop and Buy
Week 14:
Chapter Twenty-Two – Pulling
It All Together: The Strategic Marketing
Process
You will be tested on the
following items in this chapter:
MARKETING STRATEGY AT GENERAL
MILLS: TOUGH COMPETITION AND CRITICAL DECISIONS
THE IMPLEMENTATION PHASE OF
THE STRATEGIC MARKETING PROCESS
Is Planning or Implementation the Problem?
Increasing Emphasis on Marketing Implementation
Improving Implementation of Marketing Programs
Communicate Goals and the Means of Achieving Them
Have a Responsible Program Champion Willing to Act
Reward Successful Program Implementation
Take Action and Avoid “Paralysis by Analysis”
Foster Open Communication to Surface the Problems
Schedule Precise Tasks, Responsibilities, and Deadlines
Week 15:
Final Exam – Chapters 10, 11,
12, 14, 18, 19, 20, 21, and 22
Final Paper
Final Presentation – Using Powerpoint