Chapter 3
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The document discusses key concepts from marketing including the 4 areas of the external market environment, the 3 basic objectives that guide a firm's objectives, and the definition of a mission statement. It also summarizes Franklin Pierce University's mission statement and provides examples of mission statements from other companies. The effects of technology and competition on marketing are summarized as well as definitions for competitor analysis, competitive rivals, and competitive barriers.
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- Stress is the body's response to any new or threatening situation, and too much negative stress can impair health through distress. The General Adaptation Syndrome describes the three stages of alarm, resistance, and exhaustion in
Chapter 9
This document discusses risk management concepts and the 1972 Munich Olympics terrorist attack. It provides discussion questions about slip-and-fall accidents, stadium incidents, and the definition and goals of risk management. It then summarizes the 1972 Munich Olympics terrorist attack where Black September members took Israeli athletes hostage, resulting in all the athletes' deaths. The document asks how the terrorist attack was mishandled from an event management and security standpoint. It discusses the duties of a sports facility manager to keep premises safe and inspect for hazards. The primary goal of a risk manager is to reduce risks of injury or loss while managing a sports facility.
Chapter 14
The document discusses factors to consider when choosing a location for a new business, focusing on the beer industry. It recommends starting with region, then state, city, and specific site. Key factors include customer base, population trends, business climate, costs, and for breweries, beer culture and regulations. States like California, Washington and Colorado are good options due to their many craft breweries and beer-friendly environments. Narrowing options based on these comprehensive criteria helps find a suitable location for business success.
The corporation chapter 2
This document discusses several examples of cause-marketing campaigns undertaken by for-profit businesses. It describes campaigns by Nike to support the Lance Armstrong Foundation through Livestrong bracelet sales, Yoplait's campaign to support Susan G. Komen for the Cure by donating proceeds from pink yogurt lids, and Product Red's partnership with companies like Apple and Starbucks to support the Global Fund's efforts against AIDS, tuberculosis, and malaria. It also discusses Boston Beer Company's Brewing the American Dream initiative that provides microloans and coaching to small food and beverage businesses, and The One Fund Boston established to help victims of the Boston Marathon bombings.
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Chapter 3
- 1. CHAPTER 3 DISCUSSION QUESTIONS 1) The external market environment includes what 4 major areas? 2) What are the 3 basic objectives that provide guidelines for setting a firm's objectives? 3) What is a mission statement? 4) What is FPU's mission statement? 5) What affects the number & types of competitors the marketing manager must face & how they may behave? 6) Define: competitor analysis, competitive rivals, competitive barriers. 7) What is the application of science to convert an economy's resources to output? 8) What are the 2 ways that technology affects marketing? 9) What invention changed marketing because it suddenly made it possible for a sponsor to broadcast a brief but vivid message to millions of people at the same time? 10) More than what % of women work outside the home? 11) The US population will grow by about what % between 2010 & 2025? 12) What is the idea that it's important to meet present needs without compromising the ability of future generations to meet their own needs?
- 2. THE MARKETING ENVIRONMENT DIRECT ENVIRONMENT 1) CUSTOMER 2) COMPANIES 3) COMPETITORS EXTERNAL MARKET ENVIRONMENT 1) ECONOMIC ENVIRONMENT 2) TECHNOLOGICAL ENVIRONMENT 3) POLITICAL & LEGAL ENVIRONMENT 4) CULTURAL & SOCIAL ENVIRONMENT
- 3. 3 BASIC OBJECTIVES THAT PROVIDE GUIDELINES FOR SETTING A FIRM’S OBJECTIVE 1) ENGAGE IN SPECIFIC ACTIVITIES THAT WILL PERFORM A SOCIALLY & ECONOMICALLY USEFUL FUNCTION. 2) DEVELOP AN ORGANIZATION TO CARRY ON THE BUSINESS & IMPLEMENT ITS STRATEGIES. 3) EARN ENOUGH PROFIT TO SURVIVE. MISSION STATEMENT “SETS OUT THE ORGANIZATION’S BASIC PURPOSE FOR BEING.” 3 ESSENTIAL COMPONENTS 1) KEY MARKET -WHO IS YOUR TARGET CUSTOMER/CLIENT? 2) CONTRIBUTION -WHAT PRODUCT/SERVICE DO YOU PROVIDE? 3) DISTINCTION -WHAT MAKES YOUR PRODUCT/SERVICE UNIQUE?
- 4. Franklin Pierce University embraces an education that matters: one that achieves academic success through the integration of liberal arts and professional programs. Our community of educators and learners creates an environment that fosters intellectual curiosity and encourages experiential and applied learning. A Franklin Pierce experience enables each student to discover and fulfill his or her own unique potential. We prepare students to become confident, knowledgeable individuals and leaders of conscience.
- 5. To bring inspiration & innovation to every athlete in the world.
- 6. Our mission: to inspire and nurture the human spirit – one person, one cup and one neighborhood at a time.
- 8. To give people the power to share and make the world more open and connected.
- 9. We save people money so they can live better.
- 10. MARKETING OBJECTIVES -DEFINE WHAT YOU WANT TO ACCOMPLISH THROUGH YOUR MARKETING ACTIVITIES. -THE “SMART” APPROACH HELPS KEEP OBJECTIVES REALISTIC & ACHIEVABLE. S: SPECIFIC -ARE YOUR OBJECTIVES STATED IN A WAY THAT IS PRECISE ABOUT WHAT YOU ARE HOPING TO ACHIEVE? M: MEASURABLE -CAN YOU QUANTIFY/MEASURE EACH OBJECTIVE? A: ACHIEVABLE -ARE YOUR OBJECTIVES REASONABLE IN TERMS OF WHAT YOU CAN ACTUALLY ACHIEVE? R: REALISTIC -DO YOU HAVE SUFFICIENT EMPLPYEES & RESOURCES TO ACHIVE YOUR OBJECTIVES? T: TIME -WHEN ARE YOU HOPING TO ACHIEVE THE OBJECTIVES BY?
- 11. COMPETITIVE ENVIRONMENT -AFFECTS THE NUMBER & TYPES OF COMPETITORS THE MARKETING MANAGER MUST FACE & HOW THEY MAY BEHAVE. -MARKETING MANAGERS CAN CHOOSE STRATEGIES THAT AVOID HEAD-ON COMPETITION. -WHERE COMPETITION IS INEVITABLE, MARKETING MANAGERS MUST PLAN FOR IT.
- 12. 4 BASIC KINDS OF COMPETITIVE SITUATIONS
- 13. PURE COMPETITION -A MARKET STRUCTURE IN WHICH A VERY LARGE NUMBER OF FIRMS SELL A STANDARDIZED PRODUCT.
- 14. OLIGOPOLY -A MARKET STRUCTURE IN WHICH AN INDUCTRY IS DOMINATED BY A SMALL NUMBER OF SELLERS. CONTROL 80% OF THE BEER INDUSTRY.
- 15. MONOPOLISTIC COMPETITION -A MARKET STRUCTURE IN WHICH MANY FIRMS SELL A DIFFERENTIATED PRODUCT.
- 16. MONOPOLY -A MARKET STRUCTURE IN WHICH A SPECIFIC ENTERPRISE IS THE ONLY SUPPLIER OF A GOOD/SERVICE.
- 17. COMPETITOR ANALYSIS “AN ORGANIZED APPROACH FOR EVALUATING THE STRENGTHS & WEAKNESSES OF CURRENT OR POTENTIAL COMPETITORS’ MARKETING STRATEGIES.”
- 18. COMPETITIVE RIVALS “FIRMS THAT WILL BE THE CLOSEST COMPETITORS TO AN ORGANIZATION.”
- 19. COMPETITIVE BARRIERS (BARRIERS TO ENTRY) “THE CONDITIONS THAT MAY MAKE IT DIFFICULT, OR EVEN IMPOSSIBLE, FOR A FIRM TO COMPETE IN A MARKET.” EXAMPLES OF COMPETITIVE BARRIERS: -CAPITAL -ECONOMIES OF SCALE -CUSTOMER LOYALTY
- 20. TECHNOLOGY “THE APPLICATION OF SCIENCE TO CONVERT AN ECONOMY’S RESOURCES TO OUTPUT.” AFFECTS MARKETING IN 2 WAYS: 1) OPPORTUNITIES FOR NEW PRODUCTS 2) NEW PROCESSES (WAYS OF DOING THINGS)
- 22. TELEVISION -CHANGED MARKETING BECAUSE IT MADE IT POSSIBLE FOR A SPONSOR TO BROADCAST A BRIEF BUT VIVID MESSAGE TO MILLIONS OF PEIOPLE AT THE SAME TIME. -ACCORDING TO THE NIELSEN COMPANY IN 2011, 96.7% OF AMERICAN HOUSEHOLDS OWN TV SETS. -THE 1ST REGULARLY SCHEDULED TV SERVICE IN THE US BEGAN ON JULY 2, 1928. -1ST ADVERTISMENT TO APPEAR ON AMERICAN TV WAS JULY 1, 1941. -NEW YORK NBC STATION WNBT (NOW WNBC) BROADCAST A TEST PATTERN MODIFIED TO LOOK LIKE A CLOCK WITH THE WORD “BULOVA WATCH TIME”.
- 24. INTERNET -INTERNET’S CAPABILITY CHANGES OUR IDEAS ABOUT HOW FIRMS COMMUNICATE WITH CUSTOMERS, & VICE VERSA.