Week 2 ES 101 Laboratory 1 Week 2 Activities Earth/sun relations Solar Angle: meet “Ana” Insolation (not the stuff in your attic) Temperature patterns 2 Earth/Sun relations Rotation (Earth rotates once on axis every 24 hrs) Revolution (Earth orbits around the Sun once in every 365 1/4 days); not a perfect circle Perihelion (closest) Aphelion (farthest) Inclination: tilt of Earth’s axis; about 23.5 degrees but changes over long time Parallelism: Earth’s axis always pointed same way Equinox vs. solstice: equinox has 12 hrs of dark & light all latitudes Rays of the Sun: Vertical Tangent Circle of illumination 3 Solar Angle Figuring out where on Earth the direct rays (vertical rays) of the Sun hit the Earth’s surface; useful for solar energy siting and other considerations Tropic of Cancer at June Solstice Equator at Equinoxes Tropic of Capricorn at December Solstice Latitude receiving vertical rays is called declination of the Sun; shown graphically with analemma (see above and page 36) Solar Altitude is apparent elevation of noon Sun in sky Solar Altitude (SA) = 90o – Arc Distance (AD) AD is the number of degrees of latitude between latitude of interest and declination of the Sun (pay attention to North and South!) 4 Insolation Read and summarize each bolded major section: Insolation Angle of Incidence Length of day Atmospheric obstruction No problems to work 5 Temperature patterns Factors influencing temperature patterns in a given area: Latitude Land-water contrasts Ocean currents (warm or cold) Wind patterns (where weather comes from) Altitude (temperature decreases with increasing altitude) Use global maps of sea-level temperatures for January and June to explain observed temperature patterns 6 BBA 3201, Principles of Marketing 1 Course Learning Outcomes for Unit IV Upon completion of this unit, students should be able to: 1. Discuss the importance of determining value proposition of the consumer. 1.1 Relate the importance of the value proposition to competitive advantage with respect to a company’s product offering. 4. Explain how the marketing mix is used to reach the target market. 4.1 Analyze whether a company maintains a competitive advantage in reaching its target market with respect to its product/service offering. 6. Explain the importance of positioning as it relates to brand strategy leading to brand equity. 6.1 Describe the positioning strategy of a company. Unit Lesson Marketing operates in two unique worlds: the business-to-consumer (B2C) world and the business-to-business (B2B) world. These descriptions identify exactly who the primary end customer will be. With respect to B2C, the end consumer is the actual consumer whereas with the B2B, the end consumer is actually another business. Marketing effectively within each of these environments requires unique marketing strategies. Generally speaking, the B2B environment involves multiple decision makers who are making hi.

1. Week 2
ES 101 Laboratory
1
Week 2 Activities
Earth/sun relations
Solar Angle: meet “Ana”
Insolation (not the stuff in your attic)
Temperature patterns
2
Earth/Sun relations
Rotation (Earth rotates once on axis every 24 hrs)
Revolution (Earth orbits around the Sun once in every 365 1/4
days); not a perfect circle
Perihelion (closest)
Aphelion (farthest)
Inclination: tilt of Earth’s axis; about 23.5 degrees but changes
over long time
Parallelism: Earth’s axis always pointed same way
Equinox vs. solstice: equinox has 12 hrs of dark & light all
latitudes
Rays of the Sun:
Vertical
Tangent
Circle of illumination
3

2. Solar Angle
Figuring out where on Earth the direct rays (vertical rays) of the
Sun hit the Earth’s surface; useful for solar energy siting and
other considerations
Tropic of Cancer at June Solstice
Equator at Equinoxes
Tropic of Capricorn at December Solstice
Latitude receiving vertical rays is called declination of the Sun;
shown graphically with analemma (see above and page 36)
Solar Altitude is apparent elevation of noon Sun in sky
Solar Altitude (SA) = 90o – Arc Distance (AD)
AD is the number of degrees of latitude between latitude of
interest and declination of the Sun (pay attention to North and
South!)
4
Insolation
Read and summarize each bolded major section:
Insolation
Angle of Incidence
Length of day
Atmospheric obstruction
No problems to work
5
Temperature patterns
Factors influencing temperature patterns in a given area:
Latitude
Land-water contrasts
Ocean currents (warm or cold)

3. Wind patterns (where weather comes from)
Altitude (temperature decreases with increasing altitude)
Use global maps of sea-level temperatures for January and June
to explain observed temperature patterns
6
BBA 3201, Principles of Marketing 1
Course Learning Outcomes for Unit IV
Upon completion of this unit, students should be able to:
1. Discuss the importance of determining value proposition of
the consumer.
1.1 Relate the importance of the value proposition to
competitive advantage
with respect to a company’s product offering.
4. Explain how the marketing mix is used to reach the target
market.
4.1 Analyze whether a company maintains a competitive
advantage in
reaching its target market with respect to its product/service
offering.

4. 6. Explain the importance of positioning as it relates to brand
strategy leading to
brand equity.
6.1 Describe the positioning strategy of a company.
Unit Lesson
Marketing operates in two unique worlds: the business-to-
consumer (B2C) world and
the business-to-business (B2B) world. These descriptions
identify exactly who the
primary end customer will be. With respect to B2C, the end
consumer is the actual
consumer whereas with the B2B, the end consumer is actually
another business.
Marketing effectively within each of these environments
requires unique marketing
strategies. Generally speaking, the B2B environment involves
multiple decision
makers who are making high volume purchases on behalf of a
company. Additionally,
in the B2B world, the relationships between the seller and buyer
tend to be close. The
B2B buying scenario usually involves multiple buying
situations lending itself to a
shared trust between the buyer and seller.
All companies, whether B2B or B2C, work toward achieving a
competitive advantage
in each of the areas of the marketing mix (four Ps). A
competitive advantage suggests
that a company is “better” than their competition in one or more
areas of the marketing
mix. An example might be the famous retailer, Walmart, who
seemingly has a

5. competitive advantage with respect to their pricing strategies.
They have maintained a
lower price model that equates to a competitive advantage with
respect to pricing. On
the other hand, Walmart does not have a competitive advantage
in product because
their product quality and service offerings are less than that of
their competitors.
Obviously, Walmart remains a significant competitive force
within the consumer retail
sector, in spite of the fact that they do not have a competitive
advantage in all four of
the elements of the marketing mix.
Perreault, Cannon, and McCarthy (2015) describe product as the
blend of a physical
good and service. On one end of the spectrum, a company might
be interested in
offering 100% physical goods, which could include macaroni
and cheese or laundry
detergent. Conversely, a company might be interested in
offering 100% service, which
might be a dentist or hair styling. Additionally, a company
could offer a blend, as in the
example of a restaurant that provides a meal with the service of
preparing the meal
Reading
Assignment
Chapter 8:
Elements of Product
Planning for Goods and
Services
Chapter 9:

6. Product Management and
New-Product
Development
Suggested Reading
See information below.
UNIT IV STUDY GUIDE
Product & New Product
Development
BBA 3201, Principles of Marketing 2
and serving the food at the table. Product lines can be expanded
and developed as
companies look to reach their target market, providing
products/services that will
provide a value proposition to this target market. Companies
begin with an individual
product, broadening to include a product assortment or variety
of products.
Companies will also organize their product offerings into
product lines, defined as
groupings of individual products that are closely related.

7. Another important element of a product is that of branding and
brand management.
Perreault et al. (2015) define branding as the use of a name,
term, symbol, or design
that identifies a product. Besides improving the company’s
overall image, favorable
branding also helps reduce selling time and costs for companies.
It makes shopping
easier for the consumer to be able to quickly identify certain
levels of quality with
certain brands. This ultimately reduces their shopping time. The
level of brand
familiarity looks at how well customers recognize and accept a
company’s brand. This
extends to brand rejection where the potential customer
absolutely will not buy the
brand unless the image is changed. On the other extreme, brand
insistence suggests
that the potential customer insists on the brand and is willing to
search for it.
Interbrand, a nationally recognized rating service, annually
rates brands based upon
criteria that align with positive brand equity. Take a look at the
current year’s
“Interbrand’s Top Global Brands” site. Certain brands like Coca
Cola and Apple
consistently maintain a top ten position in the rankings. It is
always interesting to
watch the rankings change each year.
New product development is imperative for every organization
in order to maintain a
competitive advantage. Innovative and fresh products/services
certainly enhance a
company’s product offerings. Companies look to organize their

8. new product
development process in order to reduce risks. The riskiness is
associated with the fact
that some new products do not provide enough of a value
proposition to the
consumer. This is associated with a unique benefit that is
differentiated from other
similar products. Additionally, there are significant costs
associated with bringing new
products to market. The new product development process is a
systematic approach
to bringing a product to market. Generally speaking, a new
product idea passes
through each stage with the objective of eliminating the least
worthy products before
they reach the final and most costly stage of commercialization.
Better to scrap the
unworthy product in the earlier, less costly stages. The stages
are identified below:
Stages Description
Idea Generation This is the stage of accumulating new product
ideas from customers, competitors,
employees, intermediaries, and marketing
research.
Screening Analyzing strengths and weaknesses
(possibly using the SWOT tool) occurs in this
phase, Think about how this new product
might fill a gap in the market and how the
industry is trending.
Idea Evaluation This phase moves into a more comprehensive

9. testing phase utilizing tools such as concept
testing and formal consumer testing surveys.
Additionally, the financial feasibility is
analyzed here as well.
BBA 3201, Principles of Marketing 3
Development If the new product has made it to this point,
the product is now transformed into a tangible
prototype for a physical product. In the case of
a service organization, specifics of personnel
(e.g., training, equipment necessary, and
specific hiring qualifications) are assessed.
Additionally, extensive research and
development and financial estimates are
completed.
Commercialization The final stage of the new product process is
that of commercialization. Theoretically, if the
product/service has made it to this point, there
is a substantial value proposition for the
consumer that can be differentiated and
positioned favorably in the market.
Product as the first element of the marketing mix includes both
the physical product as
well as services. This is a controllable because the company has
the ability to change
the offerings based upon the needs of the target market.

10. References
Perreault, W., Jr., Cannon, J., & McCarthy, J. (2015). Essentials
of marketing: A
marketing strategy planning approach (14th ed.). New York,
NY: McGraw-Hill.
Suggested Reading
Click here to access a PowerPoint presentation of the Chapter 8
material.
Click here to access a PDF version of this presentation.
Click here to access a PowerPoint presentation of the Chapter 9
material.
Click here to access a PDF version of this presentation.
https://online.columbiasouthern.edu/CSU_Content/Courses/Busi
ness/BBA/BBA3201/14P/UnitIV_Chapter8Presentation.ppsx
https://online.columbiasouthern.edu/CSU_Content/Courses/Busi
ness/BBA/BBA3201/14P/UnitIV_Chapter8Presentation.pdf
https://online.columbiasouthern.edu/CSU_Content/Courses/Busi
ness/BBA/BBA3201/14P/UnitIV_Chapter9Presentation.ppsx
https://online.columbiasouthern.edu/CSU_Content/Courses/Busi
ness/BBA/BBA3201/14P/UnitIV_Chapter9Presentation.pdf