This document outlines the agenda and activities for the first class of an MBA course on sustainable customer relationships. It includes introductions of the instructor and students, a review of the syllabus and course goals, formation of student learning teams, and two exercises for students - an online survey and a discussion of what marketing is. The class will also involve a dinner break in the middle.

1. +
MBA/570
Sustainable Customer Relationships
March / April 2008

2. + agenda
Agenda
introductions
Instructor introduction & background
 exercise 1
Syllabus review, course policies & questions
 syllabus
The Brand Ladder dinner

Break & learning team formation – 40 minutes exercise

course goals
Exercise: create and execute an online survey

readings
Exercise: “what is marketing?”

Review of course goals & major objectives

Review & discussion week 1 reading assignments

MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS

3. + agenda
Your Facilitator
introductions
Lawrence Linn – Call me Larry

exercise 1
Various marketing roles for almost 20 years

syllabus
research, consulting, communications, strategy

consumer, business to business, internet commerce
 dinner
Current work involves part time consulting and
 exercise
various startup companies
course goals
M.S. / MBA in 1992 (at night)

readings
Moved to valley in 2005
 woof!
Single. . .except for Dixie the Wonder Dog

MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS

4. +
Class Survey: How Many…
Went to UOP/Axia for undergraduate work

Have graduated or will graduate in the next few

months
Work in a consumer-facing organization

Work in a business-facing organization

Work in a marketing function or department

Have worked with a CRM system

MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS

5. + agenda
Syllabus Review
introductions
Syllabus posted in forums is guiding document
 exercise 1
Attendance
 syllabus
Miss one class – lose participation points

dinner
Second missed class – dropped from course

exercise
Show consideration for you classmates, be on time

course goals
Learning teams, APA format

readings
Late assignments & feedback

MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS

6. + agenda
Syllabus Review
introductions
exercise 1
syllabus
dinner
exercise
course goals
readings
Always have your name cards out

MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS

7. +
How to Get an „A‟
Read the assigned materials then do your

assignment
Address each element of the assignment & rubric

Use headings, bullet points & diagrams

Research the topics by consulting and citing

“outside” sources
Proof read for spelling, grammar and punctuation

Attend and participate in all classes and team

meetings
MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS

9. + agenda
Understanding Marketing
introductions
The Brand Ladder

exercise 1
syllabus
dinner
exercise
course goals
readings
MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS

10. + agenda
Dinner break
introductions
exercise 1
syllabus
dinner
exercise
course goals
readings
Eat it if you got it! – Resume in 30 minutes

Form your learning teams after break

MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS

11. + agenda
Exercise I
introductions
Interview a classmate – 5 minutes
 exercise 1
background, work, etc.

syllabus
Introduce them briefly to the class

dinner
exercise
course goals
readings
MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS

12. + agenda
Exercise I – Who are you?
introductions
exercise 1
Break up into your teams

syllabus
Go to www.surveymonkey.com

dinner
Signup for an account (one person per team is fine)

exercise
Create a survey with 5 questions and mail it to the

course goals
other teams
Under collect responses -> change settings make sure readings

you allow multiple responses per computer
MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS

13. + agenda
Exercise I – Who are you?
introductions
exercise 1
Team A: mira.makarem@gmail.com

syllabus
Team B: andyjp83@yahoo.com

dinner
Team C: s_matuszewski@yahoo.com

exercise
Team D: wendyariz@yahoo.com

course goals
Team E: lucero.torres@phoenix.edu
 readings
MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS

14. + agenda
Exercise II – What is marketing?
introductions
Break up into your teams
 exercise 1
Two lists: what do marketers do?
 syllabus
what corporate objectives are marketers responsible for?

dinner
how do they achieve those objectives?

exercise
course goals
readings
MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS

15. + agenda
What is marketing?
introductions
Who they are Viewpoint
exercise 1
CEO, CFO They spend money. A cost center.
syllabus
Sales They generate leads for me. They make
dinner
brochures
exercise
Product development They think they know my job but they just
write “marketing fluff”
course goals
Marketing Marketing impacts and permeates every
readings
decision we make
Marketing is not for the faint of heart

It‟s not a direct science, so everyone is an expert!

MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS

16. + agenda
Course Goals & Objectives
introductions
Develop the discipline of customer focus
 exercise 1
obsessive attention to who your customers and what you‟re

syllabus
really selling
test, test, then test again

dinner
Develop your knowledge of customer relationship

exercise
management and the processes of marketing
course goals
readings
MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS

17. Workshop I
Readings

18. + Workshop One Readings – Discussion agenda
introductions
Environmental scanning
 exercise 1
The consumer‟s decision process
 syllabus
Evaluating the competitive landscape dinner

exercise
course goals
readings
MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS

19. + agenda
Environmental Scanning
introductions
What is it?

exercise 1
syllabus
dinner
exercise
course goals
readings
MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS

20. SOCIAL FORCES
• Demographics
 Racial and Ethnic Diversity
•Multiracials
•Multicultural Marketing
•Regional Marketing
Slide 3-18

21. FIGURE 3-4Racial and ethnic concentrations
in the United States (excluding whites)
Slide 3-19

22. SOCIAL FORCES
• Culture
 The Changing Attitudes and Roles of Men
and Women
 Changing Values
•Value Consciousness
Slide 3-20

23. ECONOMIC FORCES
• Economy
• Macroeconomic Conditions
• Consumer Income
 Gross Income
 Disposable Income
 Discretionary Income
Slide 3-25

24. TECHNOLOGICAL FORCES
• Technology
• Technology of Tomorrow
• Technology’s Impact on Customer Value
 Recycling
 Precycling
Example: “Green” Tech as selling point
Slide 3-30

26. Memorex Thumb Drive
What products might be replaced with this?
Slide 3-31

27. Slide 3-36

28. +
Regulatory Forces Example
Too successful for their own good?


29. +
The Consumer Decision Process
MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS

30. CONSUMER PURCHASE
DECISION PROCESS
• Information Search: Seeking Value
 Internal Search
 External Search
• Personal Sources
• Public Sources
• Market-Dominated Sources
Slide 5-8

31. FIGURE 5-2Consumer Report’s evaluation of
portable MP3-capable CD players
Slide 5-9

34. CONSUMER PURCHASE
DECISION PROCESS
• Alternative Evaluation: Assessing Value
Evaluative Criteria
Consideration Set
• Purchase Decision: Buying Value
Slide 5-10

35. FIGURE 5-AWhat new car buyers consider
most important in deciding what new car to
buy
Slide 5-11

36. CONSUMER PURCHASE
DECISION PROCESS
• Purchase Decision: Buying Value
• Postpurchase Behavior: Value in
Consumption or Use
Cognitive Dissonance
Slide 5-12

37. CONSUMER PURCHASE
DECISION PROCESS
• Involvement and Problem-Solving
Variations
 Routine Problem Solving
 Limited Problem Solving
 Extended Problem Solving
 Involvement and Marketing Strategy
• Situational Influences
Slide 5-15

38. FIGURE 5-3Comparison of problem-solving
variations
Slide 5-16

39. + agenda
The Rational Consumer
introductions
exercise 1
syllabus
dinner
exercise
course goals
readings
MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS

40. + agenda
Consumers Are Not Rational
introductions
exercise 1
syllabus
dinner
exercise
course goals
readings
MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS

41. + agenda
Consumers Are Not Rational
introductions
exercise 1
syllabus
dinner
exercise
course goals
readings
MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS

42. + agenda
Consumers Are Not Rational
introductions
exercise 1
syllabus
dinner
exercise
course goals
readings
MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS

43. + agenda
The Reptilian Brain
introductions
exercise 1
syllabus
dinner
exercise
course goals
readings
MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS

44. SOCIOCULTURAL INFLUENCES
ON CONSUMER BEHAVIOR
• Personal Influence
 Opinion Leadership
•Opinion Leaders
•Word of Mouth
Slide 5-39

45. Pierce Brosnan and Anna Kournikova
Why use celebrity spokespersons?
Slide 5-40

46. FIGURE 5-C Word of mouth influence
Slide 5-41

47. SOCIOCULTURAL INFLUENCES
ON CONSUMER BEHAVIOR
• Family Influence
Consumer Socialization
Family Life Cycle
 Family Decision Making
• Information Gatherer • Purchaser
• Influencer • User
• Decision Maker
Slide 5-44

48. Slide 5-46

49. SOCIOCULTURAL INFLUENCES
ON CONSUMER BEHAVIOR
• Social Class
• Culture and Subculture
 African American Buying Patterns
 Hispanic Buying Patterns
 Asian American Buying Patterns
• Assimulated
• Nonassimulated
Slide 5-47

50. Bonne Bell Cosmetics
Why target the African American women market?
Slide 5-48

51. Target
Why use Spanish language ads in the U.S.?
Slide 5-49

52. + agenda
Consumer v. Organizational Markets
introductions
Exercise: Compare Consumer v. Organizational
 exercise 1
Buying decision
syllabus
dinner
exercise
course goals
readings
MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS

53. CHARACTERISTICS OF
ORGANIZATIONAL BUYING
• Demand Characteristics
Derived Demand
• Size of the Order or Purchase
• Number of Potential Buyers
• Organizational Buying Objectives
Slide 6-13

54. FIGURE 6-3Key characteristics of
organizational buying behavior
Slide 6-14

55. FIGURE 6-AKey organizational buying
criteria
Slide 6-17

56. +
Next Week
Remember to create / post your Learning team

Charter by Friday 6pm
Remember to review the rubric for the next

assignment
MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS

57. MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS