Welcome
Who          the   hell   are   you?

                                            Lets   take a   Sur vey !
              ...
Who   the   hell   is   Larr y ?




                        He was born here...
*disclaimer: I wasn’t really born here, but there are no good pictures of Rochester, NY
raised here...
*disclaimer: I did have a home, I wasn’t raised on the streets
Went   to school here...
Carnegie Mellon University & Tepper School of Business
Went   to work and   live here...
Management Science Associates (consulting)
Where he   cheered for...
and...
and tried to ignore...
Then he   went overseas   to   here...
(Geneva Switzerland)
then   here...
Then he had his own   internet startup
I’m gonna   be rich!
...in   1999...
Then he worked in   offshore
                    outsourcing...
Development is
cheaper offshore!
Until he got   outsourced...
Marketing is cheaper
 offshore too!



                       Hey,   wait!
Then he moved   here …
but it felt like   here …
Started a   marketing consulting firm …
Adopted a best   friend...
The dog, not the beer. Beer is 2nd best friend.
and started teaching at   UOP...
That’s    who   I   am.

     Who    the     hell   are   you?
 •   How should I address you?

 •   Where are you from?

 ...
Class Policies

•   Miss one class – lose (5) participation points
•   Second missed class – auto-drop
•   Learning teams,...
classic air sol’n (wk3)
                                             23
         product offering (wk2)
                  ...
What are we going to learn?
How to identify markets & consumers
     How to segment markets
    How & why consumers buy
     Developing new products
 ...
Why Marketing?
discuss
How is marketing management
 both an art and a science?
Learning team formation
www.surveymonkey.com


1. Register one account per team
2. Develop online survey
3. Post link to survey in LT forum
4. Ans...
The “Brand Ladder”
Topic
         Scanning the
 Macro Environment
Social   Economic   Technology   Competitive   Regulatory
Green Marketing
Technological Obsolescence
Re gul ator y force s
interact
 describe your business in
            one sentence
Topic
 marketing
        myopia
“ Define your business
   by customer needs,
      not products
                  “
TV
                                 DVD

                  We provide      Web

                 entertainment     Games

...
interact
 describe your business in
            one sentence
Topic
   Marketing
 Research
video
• What do you want to know?
• Who do you ask?
“Eight Arms to Hold You”

“Spaceman From Pluto”

  “Would I lie to You?”

        “3000”
Research: The 5 Steps


Problem      Research     Data       Present     Take
Definition      Plan     Collection   Finding...
Primary vs. Secondary
video
discuss
  Can you think of a
 product with negative
      demand?
discuss
 Why are the production concept, the
    product concept, and the selling
     concept of limited use for the
 con...
What can I use at work tomorrow?

         Twitter for research
              Twistori
            Visible Tweets
quote
 “ I have only made this letter
 longer because I have not had
  the time to make it shorter “

  Blaise Pascal, (16...
interact
 research crowdsourcing
 post     to @mba570+message
discuss
       Good? Bad?
 good and bad?
Topic
    Creating compelling
presentations
debate
 Does Marketing Create Needs
      or Satisfy Needs?
interact
  The 4P’s
Quiz
                                     10
                                     1
                                     2...
Quiz

           C:     Publicity




          Product is the fourth P

       Publicity is considered to be a
         c...
Welcome
Administrative Issues


• Week 1 paper grading
• Week 5 field trip
• Questions?
Concept Review
Who   the   hell   is   Larr y ?




                        He was born here...
discuss
How is marketing management
 both an art and a science?
Social   Economic   Technology   Competitive   Regulatory
“ Define your business
   by customer needs,
      not products
                  “
Topic
   Marketing
 Research
“There is no perfect pickle”
• What do you want to know?
• Who do you ask?
“Eight Arms to Hold You”

“Spaceman From Pluto”

  “Would I lie to You?”

        “3000”
The Consumer Decision Process


                                                       Post-
 Problem      Information   A...
Post-
 Problem      Information   Alternative   Purchase
                                                     purchase
Rec...
Post-
 Problem       Information    Alternative   Purchase
                                                       purchase...
Post-
 Problem      Information   Alternative   Purchase
                                                     purchase
Rec...
Post-
 Problem      Information   Alternative   Purchase
                                                     purchase
Rec...
Post-
 Problem      Information   Alternative   Purchase
                                                     purchase
Rec...
Primary vs. Secondary
Secondar y
 Internet
 Research
Topic
   The rational
 Consumer
The Rational Consumer
The Rational Consumer
The Rational Consumer
The Rational Consumer
Topic
    Different Views
 on choice
video
video
discuss
    Different Views
 on choice
Topic
        market
segmentation
How do we service customers with
        varied needs?
Age
Sex


(Pat?)
Race


(who the hell is this?)
Behavior
Segmentation gone wrong
Segmentation
• Consumer segmentation
 • Demographics, psychographics, behavioral
 • Benefits segmentation & needs-based
   ...
Desktop         Portable



Business

            Power Mac G5   PowerBook




 Home


                iMac         iBook
video
interact
Create market segments for your company in groups

           Illustrate segments on board
Topic
     Perceptual
 mapping
ask Barney. . .
Perceptual Mapping?

 Start with consumers
            companies
             products     classy

 Position on x-y graph
...
Try other dimensions

                       wasteful




 small                             large




                   ...
Try other dimensions

                       Single




Youth                           Mature




                       ...
interact
 Create perceptual map for Classic Airlines
Topic
   Presentation skills
 workshop  (part I)
Top 12 Presentation Resources
tech
interact
Draw a stick figure on the white board
Informal Drawings Work Too
tech  twitter
  marketing
video
interact
   Experience
  Twitter
interact
  is this useful?
     (tweet your answer)
video
video
Welcome



Marketing 571, Class 3
 October / November 2009
      Lawrence Linn
Housekeeping


• Week 2 assignment grading
• Presentation & other materials
• Next week assignment option
http://mkt571.lawrencelinn.com/
Paper




        or
Presentation
Presentation Option Guidelines


• 5 - 10 minutes maximum length
• Cover same material as paper
• Not all group members ne...
Concept Review
“There is no perfect pickle”
Primary vs. Secondary
tech  twitter
  marketing
video
interact
   Experience
  Twitter
interact
  is this useful?
     (tweet your answer)
video
video
The Consumer Decision Process


                                                       Post-
 Problem      Information   A...
Remember
consumers
 are not
  always
 rational
How do we service customers with
        varied needs?
Age
Sex


(Pat?)
Race


(who the hell is this?)
Behavior
Perceptual Mapping?

 Start with consumers
            companies
             products     classy

 Position on x-y graph
...
Try other dimensions

                       wasteful




 small                             large




                   ...
Try other dimensions

                       Single




Youth                           Mature




                       ...
Topic
    Different Views
 on choice
video
video
discuss
    Different Views
 on choice
Topic
  All about branding
debate
  What is a brand?
video
Pepsi re-branding video
HOW TO BRIDGE
  THE DISTANCE
    BETWEEN
BUSINESS STRATEGY
   AND DESIGN
Topic
Word of mouth, social media &
        remarkable marketing
Toni
video
Fabrege’ Organic Shampoo Ad, 1975
video
FOX News: Take Back the Beep, 8.16.2009
video
video
Viral Marketing
Seth Godin
video
Seth Godin on standing out, TED Conference, July 2007
Topic
 New Product Development
video
How Do New Products Get Developed?



• Flash of Innovation
• Structured development
• Customer research
quote
 The radio craze will die out in time
                  - Thomas Edison




 Video won’t be around more than 6
 mont...
What is new?
=;>3"7H383"79;B3<558"3553?76E3@K:"=<87"569=8"4<G"E63G"A9<BC?7"B3E3@<A=347"
L0MN";8";4"34BD7<D34B"A9<?388"7H;7"B9;G8"<4"=;9...
Simplicity Sells
video
Milkshakes & Cake Mix
interact
New frontiers in product development
Topic
 How do you price products?
Price Discrimination
Supply, Demand & Elasticity
interact
•
•
•
    Research your group, then others (10 min)
    Data dump to twitter – @mba570
    One person per group w...
Topic
   Presentation skills
 workshop  (part I)
Top 12 Presentation Resources
tech
interact
Draw a stick figure on the white board
Informal Drawings Work Too
Welcome
Concept Review
the stor y so far...
October / November 2009
        Marketing 571




                 Chapter one



  “There is no perfect pickle”
Lorem ips...
October / November 2009
        Marketing 571




                Chapter two



    “The rational consumer*”
Lorem ipsum ...
October / November 2009
        Marketing 571




             Chapter three



     “Remarkable marketing”
Lorem ipsum do...
October / November 2009
        Marketing 571




               Chapter four



       “Channel your efforts”
Lorem ipsum...
Channel Strategies
pany’s recycling center in California.9



FIGURE 13.3        Consumer and Industrial Marketing Channels


               ...
248       Part V Delivering Value

  FIGURE 13.4                            The Value-Adds Versus Costs of Different Chann...
Standardize or Adapt?
MARKETING INSIGHT                                                          GLOBAL STANDARDIZATION OR ADAPTATION?


       ...
Disintermediation
D I S I N T E R M E D I AT I O N

Manufacturer      $100

   Importer         $105

    Wholesaler        $115

       Ret...
The Long Tail
30ft




 6ft




       Ryukyu Long Tailed Giant Rat (Diplothrix legatus)
tops

                             Local Book Stores
Sales




        Bestsellers                              Custom
Distribution
                              cost
Sales




        Bestsellers                  Custom

               80% ...
The Strategy of Free
Welcome
video
Concept Review
the stor y so far...
October / November 2009
        Marketing 571




                 Chapter one



  “There is no perfect pickle”
Lorem ips...
October / November 2009
        Marketing 571




                Chapter two



           “The reptile brain”
Lorem ipsu...
October / November 2009
        Marketing 571




             Chapter three



             “Be Remarkable”
Lorem ipsum d...
October / November 2009
        Marketing 571




               Chapter four



               “The Long Tail”
Lorem ipsu...
October / November 2009
         Marketing 571




                 Chapter five



      “Advertising is wasteful”
Lorem ...
Advertising
Advertising does not work
How Advertising Works
!"#$%&'(
                                                                     !*"&*8'/#0,     !"*4*"*0&*,



89+&)36+&3:&(...
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     !"#$%&'(     9:##,*(;*$/+2(6%$1*'
...
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 <@8#,%"*(A 4#"(*@+;85*(-9B/*5,*0("+'/01,2(-"6/'"#0 "+'/01,2(67(
 $*;#1"+8:/&,
  ...
video
video
Who was this commercial
      aimed at?
Outdoor advertising
Quiz Time
Multichannel marketing
 integrated marketing communications
What are marketing channels?




          direct mail
            mobile
             email
             radio
          ...
Chapter 15 Designing and Managing Integrated Marketing Communications                           281

  TABLE 15.1         ...
video
data
                                                                                  $1,050




                        ...
Share of Ad Spending

                           Local TV
                                         Internet
              ...
video
video
Advertising Ethics
video
Cereal Marketing, ABC News, October 2009
leads to
Ad Spending                            Sales




   warning: slide may contain instructor bias
video
Presentation hints
video
More Tips

• Look at online materials forum
• Slides support speakers
• Have hip-pocket slides
• Be prepared
• Use picture...
This is an ugly slide

•   Look at online materials forum
•   Slides support speakers
•   Have hip-pocket slides
•   Be pr...
before




after
before




after
before




after
before




after
before




after
One more thing...
Welcome
Concept Review
October / November 2009
        Marketing 571




                 Chapter one



  “There is no perfect pickle”
Lorem ips...
October / November 2009
        Marketing 571




                Chapter two



           “The reptile brain”
Lorem ipsu...
October / November 2009
        Marketing 571




             Chapter three



             “Be Remarkable”
Lorem ipsum d...
October / November 2009
        Marketing 571




               Chapter four



               “The Long Tail”
Lorem ipsu...
October / November 2009
        Marketing 571




                Chapter five



     “Advertising is wasteful”
Lorem ips...
October / November 2009
        Marketing 571




                 Chapter six



          “Mmmm….Donuts”
Lorem ipsum dol...
Public Relations
How to get free advertising with a doughnut
Advertising Ethics
video
Cereal Marketing, ABC News, October 2009
leads to
Ad Spending                            Sales




   warning: slide may contain instructor bias
video
Marketing 571 Complete Slide Set Fall 2009
Marketing 571 Complete Slide Set Fall 2009
Marketing 571 Complete Slide Set Fall 2009
Marketing 571 Complete Slide Set Fall 2009
Marketing 571 Complete Slide Set Fall 2009
Marketing 571 Complete Slide Set Fall 2009
Marketing 571 Complete Slide Set Fall 2009
Marketing 571 Complete Slide Set Fall 2009
Marketing 571 Complete Slide Set Fall 2009
Marketing 571 Complete Slide Set Fall 2009
Marketing 571 Complete Slide Set Fall 2009
Marketing 571 Complete Slide Set Fall 2009
Marketing 571 Complete Slide Set Fall 2009
Marketing 571 Complete Slide Set Fall 2009
Marketing 571 Complete Slide Set Fall 2009
Marketing 571 Complete Slide Set Fall 2009
Marketing 571 Complete Slide Set Fall 2009
Marketing 571 Complete Slide Set Fall 2009
Marketing 571 Complete Slide Set Fall 2009
Marketing 571 Complete Slide Set Fall 2009
Marketing 571 Complete Slide Set Fall 2009
Marketing 571 Complete Slide Set Fall 2009
Marketing 571 Complete Slide Set Fall 2009
Marketing 571 Complete Slide Set Fall 2009
Marketing 571 Complete Slide Set Fall 2009
Marketing 571 Complete Slide Set Fall 2009
Marketing 571 Complete Slide Set Fall 2009
Marketing 571 Complete Slide Set Fall 2009
Marketing 571 Complete Slide Set Fall 2009
Marketing 571 Complete Slide Set Fall 2009
Marketing 571 Complete Slide Set Fall 2009
Marketing 571 Complete Slide Set Fall 2009
Marketing 571 Complete Slide Set Fall 2009
Marketing 571 Complete Slide Set Fall 2009
Marketing 571 Complete Slide Set Fall 2009
Marketing 571 Complete Slide Set Fall 2009
Marketing 571 Complete Slide Set Fall 2009
Marketing 571 Complete Slide Set Fall 2009
Marketing 571 Complete Slide Set Fall 2009
Marketing 571 Complete Slide Set Fall 2009
Marketing 571 Complete Slide Set Fall 2009
Marketing 571 Complete Slide Set Fall 2009
Marketing 571 Complete Slide Set Fall 2009
Marketing 571 Complete Slide Set Fall 2009
Marketing 571 Complete Slide Set Fall 2009
Marketing 571 Complete Slide Set Fall 2009
Marketing 571 Complete Slide Set Fall 2009
Marketing 571 Complete Slide Set Fall 2009
Marketing 571 Complete Slide Set Fall 2009
Marketing 571 Complete Slide Set Fall 2009
Marketing 571 Complete Slide Set Fall 2009
Marketing 571 Complete Slide Set Fall 2009
Marketing 571 Complete Slide Set Fall 2009
Marketing 571 Complete Slide Set Fall 2009
Marketing 571 Complete Slide Set Fall 2009
Marketing 571 Complete Slide Set Fall 2009
Marketing 571 Complete Slide Set Fall 2009
Marketing 571 Complete Slide Set Fall 2009
Marketing 571 Complete Slide Set Fall 2009
Marketing 571 Complete Slide Set Fall 2009
Marketing 571 Complete Slide Set Fall 2009
Marketing 571 Complete Slide Set Fall 2009
Marketing 571 Complete Slide Set Fall 2009
Marketing 571 Complete Slide Set Fall 2009
Marketing 571 Complete Slide Set Fall 2009
Marketing 571 Complete Slide Set Fall 2009
Marketing 571 Complete Slide Set Fall 2009
Marketing 571 Complete Slide Set Fall 2009
Marketing 571 Complete Slide Set Fall 2009
Marketing 571 Complete Slide Set Fall 2009
Marketing 571 Complete Slide Set Fall 2009
Marketing 571 Complete Slide Set Fall 2009
Marketing 571 Complete Slide Set Fall 2009
Marketing 571 Complete Slide Set Fall 2009
Marketing 571 Complete Slide Set Fall 2009
Marketing 571 Complete Slide Set Fall 2009
Marketing 571 Complete Slide Set Fall 2009
Marketing 571 Complete Slide Set Fall 2009
Marketing 571 Complete Slide Set Fall 2009
Marketing 571 Complete Slide Set Fall 2009
Marketing 571 Complete Slide Set Fall 2009
Marketing 571 Complete Slide Set Fall 2009
Marketing 571 Complete Slide Set Fall 2009
Marketing 571 Complete Slide Set Fall 2009
Marketing 571 Complete Slide Set Fall 2009
Marketing 571 Complete Slide Set Fall 2009
Marketing 571 Complete Slide Set Fall 2009
Marketing 571 Complete Slide Set Fall 2009
Marketing 571 Complete Slide Set Fall 2009
Marketing 571 Complete Slide Set Fall 2009
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Marketing 571 Complete Slide Set Fall 2009

  1. 1. Welcome
  2. 2. Who the hell are you? Lets take a Sur vey ! Why do clean restrooms matter? Why are there 36 varieties of spaghetti sauce?
  3. 3. Who the hell is Larr y ? He was born here...
  4. 4. *disclaimer: I wasn’t really born here, but there are no good pictures of Rochester, NY
  5. 5. raised here...
  6. 6. *disclaimer: I did have a home, I wasn’t raised on the streets
  7. 7. Went to school here...
  8. 8. Carnegie Mellon University & Tepper School of Business
  9. 9. Went to work and live here...
  10. 10. Management Science Associates (consulting)
  11. 11. Where he cheered for...
  12. 12. and...
  13. 13. and tried to ignore...
  14. 14. Then he went overseas to here...
  15. 15. (Geneva Switzerland)
  16. 16. then here...
  17. 17. Then he had his own internet startup
  18. 18. I’m gonna be rich!
  19. 19. ...in 1999...
  20. 20. Then he worked in offshore outsourcing...
  21. 21. Development is cheaper offshore!
  22. 22. Until he got outsourced...
  23. 23. Marketing is cheaper offshore too! Hey, wait!
  24. 24. Then he moved here …
  25. 25. but it felt like here …
  26. 26. Started a marketing consulting firm …
  27. 27. Adopted a best friend...
  28. 28. The dog, not the beer. Beer is 2nd best friend.
  29. 29. and started teaching at UOP...
  30. 30. That’s who I am. Who the hell are you? • How should I address you? • Where are you from? • Where do you work? • What are you great at?
  31. 31. 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
  32. 32. classic air sol’n (wk3) 23 product offering (wk2) channel & pricing (wk4) 5 5 classic air (wk1) 7 communications (wk5) 10 participation 30 launch plan (wk6) 20
  33. 33. What are we going to learn?
  34. 34. 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
  35. 35. Why Marketing?
  36. 36. discuss How is marketing management both an art and a science?
  37. 37. Learning team formation
  38. 38. 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
  39. 39. The “Brand Ladder”
  40. 40. Topic Scanning the Macro Environment
  41. 41. Social Economic Technology Competitive Regulatory
  42. 42. Green Marketing
  43. 43. Technological Obsolescence
  44. 44. Re gul ator y force s
  45. 45. interact describe your business in one sentence
  46. 46. Topic marketing myopia
  47. 47. “ Define your business by customer needs, not products “
  48. 48. TV DVD We provide Web entertainment Games We make movies
  49. 49. interact describe your business in one sentence
  50. 50. Topic Marketing Research
  51. 51. video
  52. 52. • What do you want to know? • Who do you ask?
  53. 53. “Eight Arms to Hold You” “Spaceman From Pluto” “Would I lie to You?” “3000”
  54. 54. Research: The 5 Steps Problem Research Data Present Take Definition Plan Collection Findings Action
  55. 55. Primary vs. Secondary
  56. 56. video
  57. 57. discuss Can you think of a product with negative demand?
  58. 58. discuss Why are the production concept, the product concept, and the selling concept of limited use for the conduct of business operations today?
  59. 59. What can I use at work tomorrow? Twitter for research Twistori Visible Tweets
  60. 60. quote “ I have only made this letter longer because I have not had the time to make it shorter “ Blaise Pascal, (1623-1662) Lettres provinciales.
  61. 61. interact research crowdsourcing post to @mba570+message
  62. 62. discuss Good? Bad? good and bad?
  63. 63. Topic Creating compelling presentations
  64. 64. debate Does Marketing Create Needs or Satisfy Needs?
  65. 65. interact The 4P’s
  66. 66. Quiz 10 1 2 3 4 5 6 7 8 9 Which one is not part of the 4Pʼs marketing mix model? A: Promotion B: Price C: Publicity D: Place
  67. 67. Quiz C: Publicity Product is the fourth P Publicity is considered to be a component of promotion
  68. 68. Welcome
  69. 69. Administrative Issues • Week 1 paper grading • Week 5 field trip • Questions?
  70. 70. Concept Review
  71. 71. Who the hell is Larr y ? He was born here...
  72. 72. discuss How is marketing management both an art and a science?
  73. 73. Social Economic Technology Competitive Regulatory
  74. 74. “ Define your business by customer needs, not products “
  75. 75. Topic Marketing Research
  76. 76. “There is no perfect pickle”
  77. 77. • What do you want to know? • Who do you ask?
  78. 78. “Eight Arms to Hold You” “Spaceman From Pluto” “Would I lie to You?” “3000”
  79. 79. The Consumer Decision Process Post- Problem Information Alternative Purchase purchase Recognition Search Evaluation Decision Behavior
  80. 80. Post- Problem Information Alternative Purchase purchase Recognition Search Evaluation Decision Behavior “I want a car, but I have no money”
  81. 81. Post- Problem Information Alternative Purchase purchase Recognition Search Evaluation Decision Behavior How to steal a car
  82. 82. Post- Problem Information Alternative Purchase purchase Recognition Search Evaluation Decision Behavior
  83. 83. Post- Problem Information Alternative Purchase purchase Recognition Search Evaluation Decision Behavior
  84. 84. Post- Problem Information Alternative Purchase purchase Recognition Search Evaluation Decision Behavior
  85. 85. Primary vs. Secondary
  86. 86. Secondar y Internet Research
  87. 87. Topic The rational Consumer
  88. 88. The Rational Consumer
  89. 89. The Rational Consumer
  90. 90. The Rational Consumer
  91. 91. The Rational Consumer
  92. 92. Topic Different Views on choice
  93. 93. video
  94. 94. video
  95. 95. discuss Different Views on choice
  96. 96. Topic market segmentation
  97. 97. How do we service customers with varied needs?
  98. 98. Age
  99. 99. Sex (Pat?)
  100. 100. Race (who the hell is this?)
  101. 101. Behavior
  102. 102. Segmentation gone wrong
  103. 103. Segmentation • Consumer segmentation • Demographics, psychographics, behavioral • Benefits segmentation & needs-based segmentation • Business segmentation • Company size, industry, geography • Profitability of segments: 80 – 20 rule
  104. 104. Desktop Portable Business Power Mac G5 PowerBook Home iMac iBook
  105. 105. video
  106. 106. interact Create market segments for your company in groups Illustrate segments on board
  107. 107. Topic Perceptual mapping
  108. 108. ask Barney. . .
  109. 109. Perceptual Mapping? Start with consumers companies products classy Position on x-y graph conservative sporty practical
  110. 110. Try other dimensions wasteful small large fuel efficient
  111. 111. Try other dimensions Single Youth Mature Family
  112. 112. interact Create perceptual map for Classic Airlines
  113. 113. Topic Presentation skills workshop (part I)
  114. 114. Top 12 Presentation Resources
  115. 115. tech
  116. 116. interact Draw a stick figure on the white board
  117. 117. Informal Drawings Work Too
  118. 118. tech twitter marketing
  119. 119. video
  120. 120. interact Experience Twitter
  121. 121. interact is this useful? (tweet your answer)
  122. 122. video
  123. 123. video
  124. 124. Welcome Marketing 571, Class 3 October / November 2009 Lawrence Linn
  125. 125. Housekeeping • Week 2 assignment grading • Presentation & other materials • Next week assignment option
  126. 126. http://mkt571.lawrencelinn.com/
  127. 127. Paper or
  128. 128. Presentation
  129. 129. Presentation Option Guidelines • 5 - 10 minutes maximum length • Cover same material as paper • Not all group members need to present • Submit powerpoint slides
  130. 130. Concept Review
  131. 131. “There is no perfect pickle”
  132. 132. Primary vs. Secondary
  133. 133. tech twitter marketing
  134. 134. video
  135. 135. interact Experience Twitter
  136. 136. interact is this useful? (tweet your answer)
  137. 137. video
  138. 138. video
  139. 139. The Consumer Decision Process Post- Problem Information Alternative Purchase purchase Recognition Search Evaluation Decision Behavior
  140. 140. Remember consumers are not always rational
  141. 141. How do we service customers with varied needs?
  142. 142. Age
  143. 143. Sex (Pat?)
  144. 144. Race (who the hell is this?)
  145. 145. Behavior
  146. 146. Perceptual Mapping? Start with consumers companies products classy Position on x-y graph conservative sporty practical
  147. 147. Try other dimensions wasteful small large fuel efficient
  148. 148. Try other dimensions Single Youth Mature Family
  149. 149. Topic Different Views on choice
  150. 150. video
  151. 151. video
  152. 152. discuss Different Views on choice
  153. 153. Topic All about branding
  154. 154. debate What is a brand?
  155. 155. video Pepsi re-branding video
  156. 156. HOW TO BRIDGE THE DISTANCE BETWEEN BUSINESS STRATEGY AND DESIGN
  157. 157. Topic Word of mouth, social media & remarkable marketing
  158. 158. Toni
  159. 159. video Fabrege’ Organic Shampoo Ad, 1975
  160. 160. video FOX News: Take Back the Beep, 8.16.2009
  161. 161. video
  162. 162. video Viral Marketing
  163. 163. Seth Godin
  164. 164. video Seth Godin on standing out, TED Conference, July 2007
  165. 165. Topic New Product Development
  166. 166. video
  167. 167. How Do New Products Get Developed? • Flash of Innovation • Structured development • Customer research
  168. 168. quote The radio craze will die out in time - Thomas Edison Video won’t be around more than 6 months; people will soon get tired of staring at a plywood box - president of 20th century fox, 1946
  169. 169. What is new?
  170. 170. =;>3"7H383"79;B3<558"3553?76E3@K:"=<87"569=8"4<G"E63G"A9<BC?7"B3E3@<A=347" L0MN";8";4"34BD7<D34B"A9<?388"7H;7"B9;G8"<4"=;9>3764I:"34I6433964I:"=;4C5;?D 7C964I:";4B"<9I;46J;76<4;@"B3E3@<A=347"7H9<CIH<C7"7H3"A9<BC?7"B3E3@<A=347"?KD ?@31"" 5,4(6'10 3#'.,"%4 8,4%('6 9/&'.: 7'6(',,$ 01*+,/12,',$/%(#' *+,'%(-(./%(#' !""#$%&'(%) ! !"#$%&'()''*%+,$-.'/&0&1+23&4.'!$44&1' " $H3"0M"?K?@3"68"B3A6?73B"64"O6IC93"P";8";"5C443@1""$H3"5C443@"93A9383478" Hauser, John R. (2008), “Note on Product Development” 7H3"79;B676<4;@"E63G"7H;7"0M"A9<?33B8"64"87;I38";8"=;4K"6B3;8";93"G644<G3B";4B"
  171. 171. Simplicity Sells
  172. 172. video
  173. 173. Milkshakes & Cake Mix
  174. 174. interact New frontiers in product development
  175. 175. Topic How do you price products?
  176. 176. Price Discrimination
  177. 177. Supply, Demand & Elasticity
  178. 178. interact • • • Research your group, then others (10 min) Data dump to twitter – @mba570 One person per group wiki organizer • http://start.email.phoenix.edu/ • login with upx ID • go to more -> sites -> looking for... • mkt571 research roundtable
  179. 179. Topic Presentation skills workshop (part I)
  180. 180. Top 12 Presentation Resources
  181. 181. tech
  182. 182. interact Draw a stick figure on the white board
  183. 183. Informal Drawings Work Too
  184. 184. Welcome
  185. 185. Concept Review
  186. 186. the stor y so far...
  187. 187. October / November 2009 Marketing 571 Chapter one “There is no perfect pickle” Lorem ipsum dolor sit amet, magnis a metus quibusdam dui donec, a porttitor vestibulum turpis, erat et vivamus ac neque dis cras. Phasellus est mollis distinctio, ridiculus elit dolor quis ipsum. Cum dis nam, rhoncus ut curabitur arcu integer eget, erat consumers have varied tastes tempus vel nonummy amet curabitur. Phasellus felis ridiculus tellus et, in pede, mauris magna porttitor ullamcorper, odit venenatis, arcu ultrices. Suspendisse elementum pretium odio. Plor, et ullamcorper nisl nec ut cum, integer quisque massa ultricies risus adipiscing morbi, proin vestibulum aliquam sociis blandit donec cras, mus quam suspendisse in quis. Penatibus dolor platea, nunc sit auctor mauris, a bibendum rutrum orci non sit volutpat, sit placerat nulla arcu turpis nostra arcu. Libero sed sit myopia marketing mollis blandit. Faucibus dolor vel sapien sagittis pellentesque fermentum, a amet Malcolm Gladwell 1 2
  188. 188. October / November 2009 Marketing 571 Chapter two “The rational consumer*” Lorem ipsum dolor sit amet, magnis a metus quibusdam dui donec, a , erat et vivamus acurpis, erat et vivamus ac neque dis cras. consumer decision process Phasellus est mollis distinctio, ridiculus elit dolor quis ipsum. Cum dis nam, rhoncus ut curabitur arcu integer eget, erat tempus vel nonummy amet curabitur. Phasellus felis ridiculus the reptile brain tellus et, in pede, mauris magna reptile brain, odit venenatis, arcu ultrices. Suspendisse elementum pretium odio. Plor, et ullamcorper nisl nec ut cum, integer quisque massa ultricies risus adipiscing morbi, proin vestibulum aliquam sociis blandit donec cras, mus quam suspendisse in quis. irrational consumers Penatibus dolor platea, nunc sit auctor mauris, a bibendum rutrum orci non sit volutpat, sit p Clotaire Rapaille 13 14
  189. 189. October / November 2009 Marketing 571 Chapter three “Remarkable marketing” Lorem ipsum dolor sit amet, magnis a metus quibusdam dui donec, a , erat et vivamus acurpis, erat et vivamus ac neque dis cras. speak to who’s listeningridiculus elit dolor quis Phasellus est mollis distinctio, ipsum. Cum dis nam, rhoncus ut curabitur arcu integer eget, erat tempus vel nonummy amet curabitur. Phasellus felis ridiculus tellus et, in pede, mauris magna reptile brain, odit venenatis, the “otaku” arcu ultrices. Suspendisse elementum pretium odio. Plor, et ullamcorper nisl nec ut cum, integer quisque massa ultricies risus adipiscing morbi, proin vestibulum aliquam sociis blandit donec cras, mus quam suspendisse in quis. Penatibussegmentation dolor platea, nunc sit auctor mauris, a bibendum rutrum orci non sit volutpat, sit p Seth Godin 25 26
  190. 190. October / November 2009 Marketing 571 Chapter four “Channel your efforts” Lorem ipsum dolor sitchannels marketing amet, magnis a metus quibusdam dui donec, a , erat et vivamus acurpis, erat et vivamus ac neque dis cras. Phasellus est mollis distinctio, ridiculus elit dolor quis ipsum. Cum dis nam, rhoncus ut curabitur arcu integer eget, erat tempus vel nonummy amet curabitur. Phasellus felis ridiculus tellus et, in pede, mauris magna reptile brain, odit venenatis, arcu ultrices. Suspendisse elementumthe long tail pretium odio. Plor, et ullamcorper nisl nec ut cum, integer quisque massa ultricies risus adipiscing morbi, proin vestibulum aliquam sociis blandit donec cras, mus quam suspendisse in quis. merchandising Penatibus dolor platea, nunc sit auctor mauris, a bibendum rutrum orci non sit volutpat, sit p Chris Anderson 38 39
  191. 191. Channel Strategies
  192. 192. pany’s recycling center in California.9 FIGURE 13.3 Consumer and Industrial Marketing Channels (a) Consumer marketing channels (b) Industrial marketing channels 0-level 1-level 2-level 3-level 0-level 1-level 2-level 3-level Manufacturer Manufacturer Manufacturer Manufacturer Manufacturer Manufacturer Manufacturer Manufacturer Manufacturer's Manufacturer's Wholesaler Wholesaler representative sales branch Jobber Industrial Retailer Retailer Retailer distributors Industrial Industrial Industrial Industrial Consumer Consumer Consumer Consumer customer customer customer customer
  193. 193. 248 Part V Delivering Value FIGURE 13.4 The Value-Adds Versus Costs of Different Channels High Sales force Value-added partners Value-Add of Sale Direct sales Distributors channels Retail stores Telemarketing "Indirect" channels Internet Direct marketing channels Low Low High Cost per Transaction Source: Oxford Associates, adapted from Dr. Rowland T. Moriarty, Cubex Corp. CHANNEL-MANAGEMENT DECISIONS
  194. 194. Standardize or Adapt?
  195. 195. MARKETING INSIGHT GLOBAL STANDARDIZATION OR ADAPTATION? The marketing concept holds that consumer needs vary and that following elements and determine which would add more revenue marketing programs will be more effective when they are tailored to than cost: each target group. This also applies to foreign markets. Yet in 1983, in a groundbreaking article in the Harvard Business Review, Harvard I Product features Professor Theodore Levitt challenged this view and supplied the intel- I Brand name lectual rationale for global standardization: “The world is becoming a I Labeling common marketplace in which people—no matter where they live— I Packaging desire the same products and lifestyles.” The development of the Web, the rapid spread of cable and satel- I Colors lite TV around the world, and the global linking of telecommunications I Advertising execution networks have led to a convergence of lifestyles. The convergence of I Materials needs and wants has created global markets for standardized prod- I Prices ucts, particularly among the young middle class. Levitt favors global corporations that try to sell the same product I Sales promotion the same way to all consumers. They focus on similarities across I Advertising themes world markets and “sensibly force suitably standardized products and I Advertising media services on the entire globe.” These global marketers achieve economies through standardization of production, distribution, mar- Consumer behavior can dramatically differ across markets. Take keting, and management. They translate their efficiency into greater annual beverage consumption. One of the highest per capita con- value for consumers by offering high-quality and more reliable prod- sumers of carbonated soft drinks is the United States, with 203.9 ucts at lower prices. liters per capita consumption; Italy is among the lowest. But Italy is Coca-Cola, McDonald’s, Marlboro, Nike, the NBA, and Gillette are one of the highest per capita drinkers of bottled water with 164.4 among the companies that have successfully marketed global prod- liters, whereas the United Kingdom is only 20 liters. When it comes to ucts. Consider Gillette: Some 1.2 billion people use at least one beer, Ireland and the Czech Republic lead the pack, with over 150 Gillette product daily, according to the company’s estimates. Gillette liters per capita, with France among the lowest at 35.9 liters. enjoys huge economies of scale by selling a few types of razor blades Besides demand-side differences, other types of supply-side dif- in every single market. ferences can also prevail. Levitt’s critics pointed out that flexible Many companies have tried to launch their version of a world manufacturing techniques made it easier to produce many different product. Yet, most products require some adaptation. Toyota’s Corolla product versions, tailored to particular countries. One study showed will exhibit some differences in styling. McDonald’s offers a ham and that companies made one or more marketing-mix adaptations in 80 cheese “Croque McDo” in France, a variation of the French favorite percent of their foreign products and that the average number of croque monsieur. Coca-Cola is sweeter or less carbonated in certain adapted elements was four. So perhaps Levitt’s globalization dictum countries. Rather than assuming that its domestic product can be should be rephrased. Global marketing, yes; global standardization, introduced “as is” in another country, the company should review the not necessarily. Sources: Theodore Levitt, “The Globalization of Markets,” Harvard Business Review (May–June 1983): 92–102; Bernard Wysocki Jr., “The Global Mall: In Developing Nations, Many Youths Splurge, Mainly on U.S. Goods,” Wall Street Journal, June 26, 1997, p. A1; “What Makes a Company Great?” Fortune, October 26, 1998, pp. 218–226; David M. Szymanski, Sundar G. Bharadwaj, and P. Rajan Varadarajan, “Standardization versus Adaptation of International Marketing Strategy: An Empirical Investigation,” Journal of Marketing (October 1993): 1–17; “Burgers and Fries a la Francaise,” The Economist, April 17, 2004, pp. 60–61; Johny K. Johansson, “Global Marketing: Research on Foreign Entry, Local Marketing, Global Management,” in Handbook of Marketing, edited by Bart Weitz and Robin Wensley (London: Sage Publications, 2002), pp. 457–483.
  196. 196. Disintermediation
  197. 197. D I S I N T E R M E D I AT I O N Manufacturer $100 Importer $105 Wholesaler $115 Retailer $160 Consumer Consumer $110 $200
  198. 198. The Long Tail
  199. 199. 30ft 6ft Ryukyu Long Tailed Giant Rat (Diplothrix legatus)
  200. 200. tops Local Book Stores Sales Bestsellers Custom
  201. 201. Distribution cost Sales Bestsellers Custom 80% 20% 17M 15M
  202. 202. The Strategy of Free
  203. 203. Welcome
  204. 204. video
  205. 205. Concept Review
  206. 206. the stor y so far...
  207. 207. October / November 2009 Marketing 571 Chapter one “There is no perfect pickle” Lorem ipsum dolor sit amet, magnis a metus quibusdam dui donec, a porttitor vestibulum turpis, erat et vivamus ac neque dis cras. Phasellus est mollis distinctio, ridiculus elit dolor quis ipsum. Cum dis nam, rhoncus ut curabitur arcu integer eget, erat tempus vel nonummy amet curabitur. Phasellus felis ridiculus tellus et, in pede, mauris magna porttitor ullamcorper, odit venenatis, arcu ultrices. Suspendisse elementum pretium odio. Plor, et ullamcorper nisl nec ut cum, integer quisque massa ultricies risus adipiscing morbi, proin vestibulum aliquam sociis blandit donec cras, mus quam suspendisse in quis. Penatibus dolor platea, nunc sit auctor mauris, a bibendum rutrum orci non sit volutpat, sit placerat nulla arcu turpis nostra arcu. Libero sed sit mollis blandit. Faucibus dolor vel sapien sagittis pellentesque fermentum, a amet Malcolm Gladwell 1 2
  208. 208. October / November 2009 Marketing 571 Chapter two “The reptile brain” Lorem ipsum dolor sit amet, magnis a metus quibusdam dui donec, a , erat et vivamus acurpis, erat et vivamus ac neque dis cras. Phasellus est mollis distinctio, ridiculus elit dolor quis ipsum. Cum dis nam, rhoncus ut curabitur arcu integer eget, erat tempus vel nonummy amet curabitur. Phasellus felis ridiculus tellus et, in pede, mauris magna reptile brain, odit venenatis, arcu ultrices. Suspendisse elementum pretium odio. Plor, et ullamcorper nisl nec ut cum, integer quisque massa ultricies risus adipiscing morbi, proin vestibulum aliquam sociis blandit donec cras, mus quam suspendisse in quis. Penatibus dolor platea, nunc sit auctor mauris, a bibendum rutrum orci non sit volutpat, sit p Clotaire Rapaille 13 14
  209. 209. October / November 2009 Marketing 571 Chapter three “Be Remarkable” Lorem ipsum dolor sit amet, magnis a metus quibusdam dui donec, a , erat et vivamus acurpis, erat et vivamus ac neque dis cras. Phasellus est mollis distinctio, ridiculus elit dolor quis ipsum. Cum dis nam, rhoncus ut curabitur arcu integer eget, erat tempus vel nonummy amet curabitur. Phasellus felis ridiculus tellus et, in pede, mauris magna reptile brain, odit venenatis, arcu ultrices. Suspendisse elementum pretium odio. Plor, et ullamcorper nisl nec ut cum, integer quisque massa ultricies risus adipiscing morbi, proin vestibulum aliquam sociis blandit donec cras, mus quam suspendisse in quis. Penatibus dolor platea, nunc sit auctor mauris, a bibendum rutrum orci non sit volutpat, sit p Seth Godin 25 26
  210. 210. October / November 2009 Marketing 571 Chapter four “The Long Tail” Lorem ipsum dolor sitchannels marketing amet, magnis a metus quibusdam dui donec, a , erat et vivamus acurpis, erat et vivamus ac neque dis disintermediation cras. Phasellus est mollis distinctio, ridiculus elit dolor quis ipsum. Cum dis nam, rhoncus ut curabitur arcu integer eget, erat tempus vel nonummy amet curabitur. Phasellus felis ridiculus tellus et, in pede, mauris magna reptile brain, odit venenatis, arcu ultrices. Suspendisse elementumthe long tail pretium odio. Plor, et ullamcorper nisl nec ut cum, integer quisque massa ultricies risus adipiscing morbi, proin vestibulum aliquam sociis blandit donec cras, mus quam suspendisse in quis. merchandising Penatibus dolor platea, nunc sit auctor mauris, a bibendum rutrum orci non sit volutpat, sit p Chris Anderson 38 39
  211. 211. October / November 2009 Marketing 571 Chapter five “Advertising is wasteful” Lorem ipsum dolor sit amet, magnis a metus quibusdam dui advertising donec, a , erat et vivamus acurpis, erat et vivamus ac neque dis cras. Phasellus est mollis distinctio, ridiculus elit dolor quis ipsum. Cum dis nam, rhoncus ut curabitur arcu integer eget, erat tempus vel nonummy amet curabitur. Phasellus felis ridiculus tellus et, in pede, mauris magna reptile brain, odit venenatis, integrated marketing arcu ultrices. Suspendisse elementum pretium odio. Plor, et ullamcorper nisl nec ut cum, integer quisque massa ethics in marketing ultricies risus adipiscing morbi, proin vestibulum aliquam sociis blandit donec cras, mus quam suspendisse in quis. Penatibus dolor platea, nunc sitpresentation a bibendum auctor mauris, hints rutrum orci non sit volutpat, sit p John Wanamaker 38 39
  212. 212. Advertising
  213. 213. Advertising does not work
  214. 214. How Advertising Works
  215. 215. !"#$%&'( !*"&*8'/#0, !"*4*"*0&*, 89+&)36+&3:&(5;+),-4-./< )*+'%"*, ,9+&=-+)()29>&3:&?::+2,4&@=A?B -$.*"'/,/012 *'&3 -.+/5+6/5/'72 !"/&* 9:#/&* !"#$%$&'()*+$,-.(/$0(/1$.234)-*($3.5(672*2)4$(88(9725()(**: !""# *"# !""# ;"# $%&'() +,%&(- $%&'() 4"# +,%&(- ./0123(& 5&6 ./0123(& <"#85&6 7"#8 *"#8 9(:(%) 9(:(%) !"#$!%&'()*+,-./&'(.(/+0+.,
  216. 216. =A?&-436(,+4&,9+&)33,&2(C4+4&3:&(5;+),-4-./& @-.B+::+2,-;+.+44&D -.5-2(,+4&,(2,-24 !"#$%&'( 9:##,*(;*$/+2(6%$1*' <44*&'/.*(&#87('#(1*'(':"#%1:(':*( )*+'(,(%% &5%''*"3 -,$*.(/0( <44*&'/.*(&#0'*0'2("*5*.+0'('#( &%,'#;*" )%54/55(8*"&*/.*$(0**$,(6*''*"(':+0( 1'(2('(,3( &#;8*'/'/#0 4'5+. -.+/5+65*2(5#?('"/+5(&#,', 6(#&'37+%( =*/04#"&*(>%+5/'72("*;/0$*", !"#$!%&'()*+,-./&'(.(/+0+.,
  217. 217. =A?&9+6E4&0(*+&)(,-3.(6&0+5-(& 5+2-4-3.4 <@8#,%"*(A 4#"(*@+;85*(-9B/*5,*0("+'/01,2(-"6/'"#0 "+'/01,2(67( $*;#1"+8:/&, ?:7(1#54C((D#&&*"(;#;,C(B+,&+" $+$,C E"#,,("+'/01(8#/0',(8*"($#55+"(FGH(@(G(*@8#,%"*I -"*(&%,'#;*",(+&'/.*(#"(8+,,/.*C 9#J*(.,3(4/0+5(8:+,*(#4(+%'#;#6/5*(8%"&:+,* !"#$%&'( 6%"0(/0'#(;*;#"7(.,3(:*58(,*+"&: )*+'(,(%% K#?(;%&:(/04#";+'/#0(0**$,('#(6*(&#0.*7*$C -,$*.(/0( 9#0,/$*"+'/#0 L0#?5*$1*2(8"*4*"*0&*2('"/+5 1'(2('(,3( 4'5+. 6(#&'37+%( !"#$!%&'()*+,-./&'(.(/+0+.,
  218. 218. video
  219. 219. video
  220. 220. Who was this commercial aimed at?
  221. 221. Outdoor advertising
  222. 222. Quiz Time
  223. 223. Multichannel marketing integrated marketing communications
  224. 224. What are marketing channels? direct mail mobile email radio web TV
  225. 225. Chapter 15 Designing and Managing Integrated Marketing Communications 281 TABLE 15.1 Common Communication Platforms Events/ Personal Direct Advertising Sales Promotion Experiences Public Relations Selling Marketing Print and broadcast ads Contests, games, Sports Press kits Sales Catalogs sweepstakes, lotteries presentations Packaging—outer Entertainment Speeches Sales meetings Mailings Packaging—inserts Premiums and gifts Festivals Seminars Incentive Telemarketing programs Motion pictures Sampling Arts Annual reports Samples Electronic shopping Brochures and booklets Fairs and trade shows Causes Charitable Fairs and TV shopping donations trade shows Posters and leaflets Exhibits Factory tours Publications Fax mail Directories Demonstrations Company Community relations E-mail museums Reprints of ads Coupons Street activities Lobbying Voice mail Billboards Rebates Identity media Display signs Low-interest Company magazine financing Point-of-purchase Entertainment displays Audiovisual material Trade-in allowances Symbols and logos Continuity programs Videotapes Tie-ins media. Four represent major communication functions—encoding, decoding, response, and
  226. 226. video
  227. 227. data $1,050 $730 $502 $520 $194 $242 $121 web store catalog catalog+internet internet+retail catalog+retail catalog+retail + internet
  228. 228. Share of Ad Spending Local TV Internet 14.8% 5.9% 4.5% 2.5% Network TV National Magazines 17.1% Cable TV 2.4% National Magazines Local TV 7.2% Internet Local Newspapers Hispanic TV Cable TV Syndicated TV 22.7% Network TV Other 22.8% source: Nielsen Online, AdAcross, Marketingcharts.com
  229. 229. video
  230. 230. video
  231. 231. Advertising Ethics
  232. 232. video Cereal Marketing, ABC News, October 2009
  233. 233. leads to Ad Spending Sales warning: slide may contain instructor bias
  234. 234. video
  235. 235. Presentation hints
  236. 236. video
  237. 237. More Tips • Look at online materials forum • Slides support speakers • Have hip-pocket slides • Be prepared • Use pictures, not clip art - www.compfight.com • Have fun, create a story arc
  238. 238. This is an ugly slide • Look at online materials forum • Slides support speakers • Have hip-pocket slides • Be prepared • Use pictures, not clip art - www.compfight.com • Have fun, create a story arc
  239. 239. before after
  240. 240. before after
  241. 241. before after
  242. 242. before after
  243. 243. before after
  244. 244. One more thing...
  245. 245. Welcome
  246. 246. Concept Review
  247. 247. October / November 2009 Marketing 571 Chapter one “There is no perfect pickle” Lorem ipsum dolor sit amet, magnis a metus quibusdam dui donec, a porttitor vestibulum turpis, erat et vivamus ac neque dis cras. Phasellus est mollis distinctio, ridiculus elit dolor quis ipsum. Cum dis nam, rhoncus ut curabitur arcu integer eget, erat tempus vel nonummy amet curabitur. Phasellus felis ridiculus tellus et, in pede, mauris magna porttitor ullamcorper, odit venenatis, arcu ultrices. Suspendisse elementum pretium odio. Plor, et ullamcorper nisl nec ut cum, integer quisque massa ultricies risus adipiscing morbi, proin vestibulum aliquam sociis blandit donec cras, mus quam suspendisse in quis. Penatibus dolor platea, nunc sit auctor mauris, a bibendum rutrum orci non sit volutpat, sit placerat nulla arcu turpis nostra arcu. Libero sed sit mollis blandit. Faucibus dolor vel sapien sagittis pellentesque fermentum, a amet Malcolm Gladwell 1 2
  248. 248. October / November 2009 Marketing 571 Chapter two “The reptile brain” Lorem ipsum dolor sit amet, magnis a metus quibusdam dui donec, a , erat et vivamus acurpis, erat et vivamus ac neque dis cras. Phasellus est mollis distinctio, ridiculus elit dolor quis ipsum. Cum dis nam, rhoncus ut curabitur arcu integer eget, erat tempus vel nonummy amet curabitur. Phasellus felis ridiculus tellus et, in pede, mauris magna reptile brain, odit venenatis, arcu ultrices. Suspendisse elementum pretium odio. Plor, et ullamcorper nisl nec ut cum, integer quisque massa ultricies risus adipiscing morbi, proin vestibulum aliquam sociis blandit donec cras, mus quam suspendisse in quis. Penatibus dolor platea, nunc sit auctor mauris, a bibendum rutrum orci non sit volutpat, sit p Clotaire Rapaille 13 14
  249. 249. October / November 2009 Marketing 571 Chapter three “Be Remarkable” Lorem ipsum dolor sit amet, magnis a metus quibusdam dui donec, a , erat et vivamus acurpis, erat et vivamus ac neque dis cras. Phasellus est mollis distinctio, ridiculus elit dolor quis ipsum. Cum dis nam, rhoncus ut curabitur arcu integer eget, erat tempus vel nonummy amet curabitur. Phasellus felis ridiculus tellus et, in pede, mauris magna reptile brain, odit venenatis, arcu ultrices. Suspendisse elementum pretium odio. Plor, et ullamcorper nisl nec ut cum, integer quisque massa ultricies risus adipiscing morbi, proin vestibulum aliquam sociis blandit donec cras, mus quam suspendisse in quis. Penatibus dolor platea, nunc sit auctor mauris, a bibendum rutrum orci non sit volutpat, sit p Seth Godin 25 26
  250. 250. October / November 2009 Marketing 571 Chapter four “The Long Tail” Lorem ipsum dolor sit amet, magnis a metus quibusdam dui donec, a , erat et vivamus acurpis, erat et vivamus ac neque dis cras. Phasellus est mollis distinctio, ridiculus elit dolor quis ipsum. Cum dis nam, rhoncus ut curabitur arcu integer eget, erat tempus vel nonummy amet curabitur. Phasellus felis ridiculus tellus et, in pede, mauris magna reptile brain, odit venenatis, arcu ultrices. Suspendisse elementum pretium odio. Plor, et ullamcorper nisl nec ut cum, integer quisque massa ultricies risus adipiscing morbi, proin vestibulum aliquam sociis blandit donec cras, mus quam suspendisse in quis. Penatibus dolor platea, nunc sit auctor mauris, a bibendum rutrum orci non sit volutpat, sit p Chris Anderson 38 39
  251. 251. October / November 2009 Marketing 571 Chapter five “Advertising is wasteful” Lorem ipsum dolor sit amet, magnis a metus quibusdam dui donec, a , erat et vivamus acurpis, erat et vivamus ac neque dis cras. Phasellus est mollis distinctio, ridiculus elit dolor quis ipsum. Cum dis nam, rhoncus ut curabitur arcu integer eget, erat tempus vel nonummy amet curabitur. Phasellus felis ridiculus tellus et, in pede, mauris magna reptile brain, odit venenatis, arcu ultrices. Suspendisse elementum pretium odio. Plor, et ullamcorper nisl nec ut cum, integer quisque massa ultricies risus adipiscing morbi, proin vestibulum aliquam sociis blandit donec cras, mus quam suspendisse in quis. Penatibus dolor platea, nunc sit auctor mauris, a bibendum rutrum orci non sit volutpat, sit p John Wanamaker 49 50
  252. 252. October / November 2009 Marketing 571 Chapter six “Mmmm….Donuts” Lorem ipsum dolor sit amet, magnis a metus quibusdam dui donec, a , erat et vivamus acurpis, erat et vivamus ac neque dis cras. Phasellus relations public est mollis distinctio, ridiculus elit dolor quis ipsum. Cum dis nam, rhoncus ut curabitur arcu integer eget, erat tempus vel nonummy amet curabitur. Phasellus felis ridiculus tellus et, in pede, mauris magna reptile brain, odit venenatis, arcu ultrices. Suspendisse elementum pretium odio. Plor, et ullamcorper nisl nec ut cum, integer quisque massa ethics ultricies risus adipiscing morbi, proin vestibulum aliquam sociis blandit donec cras, mus quam suspendisse in quis. Penatibus dolor platea, nunc sit auctor mauris, a bibendum rutrum orci non sit volutpat, sit p Homer Simpson 60 61
  253. 253. Public Relations
  254. 254. How to get free advertising with a doughnut
  255. 255. Advertising Ethics
  256. 256. video Cereal Marketing, ABC News, October 2009
  257. 257. leads to Ad Spending Sales warning: slide may contain instructor bias
  258. 258. video

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