This document provides an overview of the syllabus and expectations for MKT 100 - Principles of Marketing. It outlines the course philosophy, which emphasizes showing up to class prepared and engaging with the material. The evaluation methods are explained, including study quizzes, top gun quizzes, hand-ins, and a midterm and final exam. The agenda then reviews what marketing is and provides an introduction to key concepts like the history of trade, global trading systems, product innovation lifecycles, and competitive processes. Students are reminded to read the full course outline and complete the required registration steps.
The document provides instructions for collecting and stamping name cards for a marketing class. It instructs students to only stamp their own card with the correct date and box. It lists the weeks and provides an alphabetical ordering of last names. It emphasizes that students should collect and stamp only their own card and not stamp the lower box.
This document summarizes the agenda and key topics for a marketing class. It includes:
1) The class will continue its discussion from last week on market planning and analysis, improving decision-making processes, and analyzing marketing channels.
2) Students will learn how to evaluate the fit between a manufacturer's and retailer's capabilities and their customers' needs in order to analyze distribution channels.
3) Other topics include conducting environmental scans, analyzing regulations, developing strategic planning documents like SWOT analyses, and discussing a case study on an electric vehicle company.
4) The professor announces special office hours to review wireless industry SWOT analyses with students.
This document provides an overview and agenda for a one-day A2 economics revision workshop focusing on key concepts related to costs, revenues, business objectives, and competition. The workshop includes introductory content, interactive activities, and exam-style questions to help students improve their examination skills and techniques. Additional independent revision activities are also provided.
This document provides an introduction to economic concepts related to supply and demand including:
- The factors that can cause a shift in the supply curve or demand curve such as population changes, weather, etc.
- How price and quantity relate for both supply and demand - as price increases, quantity demanded decreases and quantity supplied increases.
- The concept of market equilibrium and how price is determined by the interaction of supply and demand.
- Examples of homework assignments and activities for students related to exploring changes in markets over time and identifying potential demand for new business ideas.
Market Analysis Techniques And Methods PowerPoint Presentation Slides SlideTeam
Our pre built market analysis techniques and methods slide presentation is the helping hand you need to explain your next market analysis business plan. With help of PowerPoint presentation slides included in this PPT sample you can brief your employees about market research and market strategy analysis done by you. Using this market research methods PPT model you can also share insights with employees about how the market is doing so as to perfrom better in the business. Apart from this, this research techniques PowerPoint presentation supports to underline other closely related concepts like pricing strategies, asymmetric competition, business model, SWOT analysis, market trends, risk analysis etc. Innovative presentation slides like industry size, understanding the target market, industry cost structure, distribution channels, market share of competitors etc. makes this PPT slide show even more amazing. Best thing here is that you can contact our graphic designers to get customized pictorial show. So, what holding you back? It's time to visualize your next market research techniques PowerPoint show. Just click and get started. Spruce up your act with our Market Analysis Techniques And Methods PowerPoint Presentation Slides. Keep your listeners glued to their seats with your exciting ideas.
The document discusses building a winning organizational culture focused on customers through a MarketCulture transformation model. It provides examples of companies that underwent transformations to become more customer-centric and drive business growth. The MarketCulture company offers services across four phases to help organizations assess, transform, embed, and continuously monitor their culture shift to a customer-focused MarketCulture mindset.
This document outlines key steps and methods for market and demand analysis:
1. Secondary information is collected to provide context, while primary data from market surveys supplements this.
2. Demand is characterized based on past and present effective demand, demand breakdowns, price trends, distribution methods, consumer profiles, and competition.
3. Common demand forecasting methods include qualitative approaches like expert panels, time series models like trend projection and exponential smoothing, and causal models like chain ratios and consumption levels based on income/price elasticities.
This document discusses the importance of conducting a demand analysis before starting a business. It defines key terms like market and demand, and explains why demand analysis is the lifeline of feasibility studies and the focal point for determining profitability. The document outlines factors that influence demand and supply, and how to analyze them on both macroeconomic and microeconomic levels. It also addresses how to determine price based on demand and supply trends, and other influencing factors. The end goal of the market study is to develop an effective marketing program to implement the business plan.
The document provides instructions for collecting and stamping name cards for a marketing class. It instructs students to only stamp their own card with the correct date and box. It lists the weeks and provides an alphabetical ordering of last names. It emphasizes that students should collect and stamp only their own card and not stamp the lower box.
This document summarizes the agenda and key topics for a marketing class. It includes:
1) The class will continue its discussion from last week on market planning and analysis, improving decision-making processes, and analyzing marketing channels.
2) Students will learn how to evaluate the fit between a manufacturer's and retailer's capabilities and their customers' needs in order to analyze distribution channels.
3) Other topics include conducting environmental scans, analyzing regulations, developing strategic planning documents like SWOT analyses, and discussing a case study on an electric vehicle company.
4) The professor announces special office hours to review wireless industry SWOT analyses with students.
This document provides an overview and agenda for a one-day A2 economics revision workshop focusing on key concepts related to costs, revenues, business objectives, and competition. The workshop includes introductory content, interactive activities, and exam-style questions to help students improve their examination skills and techniques. Additional independent revision activities are also provided.
This document provides an introduction to economic concepts related to supply and demand including:
- The factors that can cause a shift in the supply curve or demand curve such as population changes, weather, etc.
- How price and quantity relate for both supply and demand - as price increases, quantity demanded decreases and quantity supplied increases.
- The concept of market equilibrium and how price is determined by the interaction of supply and demand.
- Examples of homework assignments and activities for students related to exploring changes in markets over time and identifying potential demand for new business ideas.
Market Analysis Techniques And Methods PowerPoint Presentation Slides SlideTeam
Our pre built market analysis techniques and methods slide presentation is the helping hand you need to explain your next market analysis business plan. With help of PowerPoint presentation slides included in this PPT sample you can brief your employees about market research and market strategy analysis done by you. Using this market research methods PPT model you can also share insights with employees about how the market is doing so as to perfrom better in the business. Apart from this, this research techniques PowerPoint presentation supports to underline other closely related concepts like pricing strategies, asymmetric competition, business model, SWOT analysis, market trends, risk analysis etc. Innovative presentation slides like industry size, understanding the target market, industry cost structure, distribution channels, market share of competitors etc. makes this PPT slide show even more amazing. Best thing here is that you can contact our graphic designers to get customized pictorial show. So, what holding you back? It's time to visualize your next market research techniques PowerPoint show. Just click and get started. Spruce up your act with our Market Analysis Techniques And Methods PowerPoint Presentation Slides. Keep your listeners glued to their seats with your exciting ideas.
The document discusses building a winning organizational culture focused on customers through a MarketCulture transformation model. It provides examples of companies that underwent transformations to become more customer-centric and drive business growth. The MarketCulture company offers services across four phases to help organizations assess, transform, embed, and continuously monitor their culture shift to a customer-focused MarketCulture mindset.
This document outlines key steps and methods for market and demand analysis:
1. Secondary information is collected to provide context, while primary data from market surveys supplements this.
2. Demand is characterized based on past and present effective demand, demand breakdowns, price trends, distribution methods, consumer profiles, and competition.
3. Common demand forecasting methods include qualitative approaches like expert panels, time series models like trend projection and exponential smoothing, and causal models like chain ratios and consumption levels based on income/price elasticities.
This document discusses the importance of conducting a demand analysis before starting a business. It defines key terms like market and demand, and explains why demand analysis is the lifeline of feasibility studies and the focal point for determining profitability. The document outlines factors that influence demand and supply, and how to analyze them on both macroeconomic and microeconomic levels. It also addresses how to determine price based on demand and supply trends, and other influencing factors. The end goal of the market study is to develop an effective marketing program to implement the business plan.
This document outlines the contents and structure of a Microeconomics I & Statistics course. The course is worth 100 total marks, with 20 marks allocated to internal assessment and 80 marks allocated to semester-end examinations. The course is divided into 3 units covering microeconomics topics: demand and consumer behavior (50 marks), production and cost (50 marks), and perfect competition (50 marks). Each unit lists the topics covered, their length in class hours, and number of marks allocated on the semester-end exam. Suggested reading materials are also provided.
Demand forecasting involves estimating future demand based on past trends and other factors. There are several methods of demand forecasting including statistical methods like time series analysis and regression analysis, as well as survey methods. Time series analysis uses historical sales data to identify trends and seasonal patterns to forecast future demand. Regression analysis examines the relationship between demand and other independent variables to develop a forecasting model. Survey methods directly ask customers or experts their opinions on future demand. Accurate demand forecasting is important for production planning, inventory management, and other business decisions.
This document provides an overview of an entrepreneurial program that focuses on market estimation. It includes an agenda for quick group presentations on market research and projects. Various types of market research are defined, including primary and secondary methods. Customer segmentation, targeting, and positioning are also discussed. The document then provides examples and guidelines for estimating market potential, including defining the target market and geography, expenditures, competition, and determining market share. Pricing strategies and differentiating products are also covered.
This document presents an overview of demand forecasting. It discusses what demand forecasting is and its uses in production planning, inventory management, and assessing future capacity requirements. It also outlines three levels of demand forecasting: micro level for individual businesses, industrial level for product industries, and macro level for aggregate national output. The document further describes types of demand forecasting and factors that determine forecasts. Finally, it lists various techniques for demand forecasting, including statistical methods like trend projection and econometric methods, as well as survey methods like expert opinion polls and the Delphi method.
B.Com Semester 1 Lecture-1 Demand and Consumer BehaviourDr. SUBIR MAITRA
This document is a lecture on microeconomics and the concept of demand. It begins by defining key terms like market, demand, demand function, and the law of demand. It explains that demand refers to a desire for a good backed by purchasing power. The demand function shows the relationship between quantity demanded and factors that influence demand like price, income, tastes. The law of demand states that, all else equal, quantity demanded increases when price decreases and decreases when price increases, as shown by the inverse relationship between demand and price on a demand curve. The lecture provides examples and explanations of these fundamental microeconomics concepts.
The EPP Global Pricing Maturity Study 2016 represents the opinion of 200 pricing executives from the manufacturing industry, surveyed by means of the online Pricing Maturity Indicator (www.pricingmaturity.eu)..
This document discusses demand planning and the influences on the supply chain. It begins by introducing demand planning and how understanding consumer behavior is key. It then outlines several factors that influence demand, including the marketing mix of product, place, price, and promotion. It also discusses demand patterns like trends, seasonality, and cycles. The document emphasizes that demand planning requires analyzing data from various sources to understand the consumer and forecast future demand. It concludes that demand planning is both an art and a science that requires collaboration between stakeholders.
Slides of my presentation during the event organized by foundation “Young Entrepreneurs Stichting, YES” at the Aruba Chamber of Commerce and Industry. January 28th, 2014.
This document provides the session plan and syllabus for a Managerial Economics course. It outlines the topics to be covered each week, including introductions to economics, supply and demand analysis, production and costs, profit maximization, and different market structures. It also schedules evaluations, exams, presentations and the grading breakdown. Key topics of microeconomics that will be discussed are scarcity, efficiency, tradeoffs and the role of prices. Theories, models and the production possibilities frontier will also be examined.
The document discusses various tools that can be used to analyze markets and the external environment of an organization. It describes macro environmental factors like PEST analysis that assess political, economic, social and technological issues outside a company's control. Micro factors closer to the organization include competitors, marketing intermediaries, and suppliers that can influence operations. SWOT analysis examines internal strengths and weaknesses as well as external opportunities and threats. Product analysis assesses customer needs while portfolio analysis evaluates a company's range of products. Competitor benchmarking also allows comparison to other businesses.
Pricing Maturity Assessment, the results and finding per industry: Chemicals, Postal and Logistics, Telecommunications, HighTech, Automotive, LifeSciences, Machinery and Equipment, FMCG and Retail.
This document outlines the key steps in conducting a situation analysis to develop an effective business, marketing, and sales strategy. It involves assessing industry trends, customer needs, product performance, competitors, opportunities and threats to identify priorities. The analysis is then used to create strategic plans, establish segmentation, define roadmaps, and build a portfolio to differentiate and position offerings. Implementation strategies are developed to improve sales effectiveness and profitability through growing relationships and moving away from unprofitable areas.
This document provides an introduction to marketing concepts for the hospitality and tourism industries. It discusses key topics such as the importance of customer orientation, the marketing mix, and marketing management philosophies. The marketing mix (4Ps) and extended marketing mix (7Ps) are defined. Core marketing concepts like needs, products, value and exchange are explained. The importance of relationship marketing for hospitality is also highlighted.
This document defines advertising as any paid form of nonpersonal promotion of ideas, goods, or services by an identified sponsor. It discusses four concepts of advertising: attention, interest, desire, and action. It also explains that there are three major reasons firms must advertise: to create awareness of products/services, strengthen positive attitudes towards them, and lead to purchasing actions.
The document discusses establishing an audience measurement system for screen media advertising networks. It proposes a framework that is:
1) Credible and reliable, using consistent definitions of key metrics like Opportunity To See (OTS) similar to other media.
2) Easy to understand using approaches like those for outdoor media measurement.
3) Consistent across different screen media contexts while accounting for their unique characteristics compared to other media.
This document provides an overview of advertising and marketing. It defines marketing and advertising, discusses their relationship, and outlines some objectives and scope of studying advertising. Specifically:
- Marketing is defined as activities designed to plan, price, promote, and distribute products to target markets to achieve business goals. Advertising is a tool of marketing that disseminates information about brands to large audiences.
- The objectives of studying advertising include understanding its need, factors affecting it, features, technical aspects, types, criticism, and regulations.
- The scope is limited to concepts like types of advertising, criticism of advertising, and regulations governing advertising. Methodologies include collecting primary data through questionnaires and secondary data from sources like books, articles
Nike's iconic "Just Do It" advertising campaign from 1988 was highly successful. It tapped into the 1980s fitness craze and consumer desire for a healthy lifestyle by linking exercise to wearing Nike sneakers. The provocative ads encouraged people to take charge of their fitness. Celebrity endorsements also appealed to consumers' sense of belonging. The easily identifiable campaign stayed true to its compelling message and helped Nike expand beyond running shoes to target all Americans. Its timing could not have been better to combat rival Reebok's aerobics shoe dominance and propel Nike to massive sales growth.
‘Advertising is a boon as well as curse to the society.’Kinjal Patel
This document is a paper submitted by Patel Kinjal to their professor S.B. Gardi at Maharaja Krishnakumarsinhji Bhavnagar University. The paper discusses advertising and its role in society, describing it as both a "boon" and "curse." It provides definitions of advertising and different types. It then outlines reasons for advertising including increasing sales and maintaining brands. The paper also discusses different views of advertising and how it can influence consumers and society. It details how advertising can be beneficial by informing consumers but also how it can be a curse by increasing costs and distorting reality. The conclusion states that both advertisers and consumers must use advertising intelligently and responsibly.
Marketing Fundamentals - Chapter 1 - BBA / MBA Course
PPT material Marketing Principles
Your comments are welcome to improve the content.
Dr. Francois Gaucher, DBA, MBA
Persuasion in Advertising discusses persuasion techniques used in advertising. Persuasion is inducing attitude changes and influencing action, while persuasive text aims to convince readers. Advertising is paid media to attract public attention to products and services. Common persuasion techniques used in advertising include repetition, contrasts, emotional appeals, ambitious appeals, bold formatting, benefits listings, statistics, catchphrases, slogans, figurative language, and misspellings.
This document provides instructions for students to analyze advertisements in small groups. It explains that students should form groups of 3, examine the ad provided to their group, identify any persuasive techniques used such as testimonials, bandwagon appeals, emotional appeals, repetition, or slogans. The groups will then discuss their observations about the ad and each group will present their analysis to the class. The document is 3 sentences.
This document outlines the contents and structure of a Microeconomics I & Statistics course. The course is worth 100 total marks, with 20 marks allocated to internal assessment and 80 marks allocated to semester-end examinations. The course is divided into 3 units covering microeconomics topics: demand and consumer behavior (50 marks), production and cost (50 marks), and perfect competition (50 marks). Each unit lists the topics covered, their length in class hours, and number of marks allocated on the semester-end exam. Suggested reading materials are also provided.
Demand forecasting involves estimating future demand based on past trends and other factors. There are several methods of demand forecasting including statistical methods like time series analysis and regression analysis, as well as survey methods. Time series analysis uses historical sales data to identify trends and seasonal patterns to forecast future demand. Regression analysis examines the relationship between demand and other independent variables to develop a forecasting model. Survey methods directly ask customers or experts their opinions on future demand. Accurate demand forecasting is important for production planning, inventory management, and other business decisions.
This document provides an overview of an entrepreneurial program that focuses on market estimation. It includes an agenda for quick group presentations on market research and projects. Various types of market research are defined, including primary and secondary methods. Customer segmentation, targeting, and positioning are also discussed. The document then provides examples and guidelines for estimating market potential, including defining the target market and geography, expenditures, competition, and determining market share. Pricing strategies and differentiating products are also covered.
This document presents an overview of demand forecasting. It discusses what demand forecasting is and its uses in production planning, inventory management, and assessing future capacity requirements. It also outlines three levels of demand forecasting: micro level for individual businesses, industrial level for product industries, and macro level for aggregate national output. The document further describes types of demand forecasting and factors that determine forecasts. Finally, it lists various techniques for demand forecasting, including statistical methods like trend projection and econometric methods, as well as survey methods like expert opinion polls and the Delphi method.
B.Com Semester 1 Lecture-1 Demand and Consumer BehaviourDr. SUBIR MAITRA
This document is a lecture on microeconomics and the concept of demand. It begins by defining key terms like market, demand, demand function, and the law of demand. It explains that demand refers to a desire for a good backed by purchasing power. The demand function shows the relationship between quantity demanded and factors that influence demand like price, income, tastes. The law of demand states that, all else equal, quantity demanded increases when price decreases and decreases when price increases, as shown by the inverse relationship between demand and price on a demand curve. The lecture provides examples and explanations of these fundamental microeconomics concepts.
The EPP Global Pricing Maturity Study 2016 represents the opinion of 200 pricing executives from the manufacturing industry, surveyed by means of the online Pricing Maturity Indicator (www.pricingmaturity.eu)..
This document discusses demand planning and the influences on the supply chain. It begins by introducing demand planning and how understanding consumer behavior is key. It then outlines several factors that influence demand, including the marketing mix of product, place, price, and promotion. It also discusses demand patterns like trends, seasonality, and cycles. The document emphasizes that demand planning requires analyzing data from various sources to understand the consumer and forecast future demand. It concludes that demand planning is both an art and a science that requires collaboration between stakeholders.
Slides of my presentation during the event organized by foundation “Young Entrepreneurs Stichting, YES” at the Aruba Chamber of Commerce and Industry. January 28th, 2014.
This document provides the session plan and syllabus for a Managerial Economics course. It outlines the topics to be covered each week, including introductions to economics, supply and demand analysis, production and costs, profit maximization, and different market structures. It also schedules evaluations, exams, presentations and the grading breakdown. Key topics of microeconomics that will be discussed are scarcity, efficiency, tradeoffs and the role of prices. Theories, models and the production possibilities frontier will also be examined.
The document discusses various tools that can be used to analyze markets and the external environment of an organization. It describes macro environmental factors like PEST analysis that assess political, economic, social and technological issues outside a company's control. Micro factors closer to the organization include competitors, marketing intermediaries, and suppliers that can influence operations. SWOT analysis examines internal strengths and weaknesses as well as external opportunities and threats. Product analysis assesses customer needs while portfolio analysis evaluates a company's range of products. Competitor benchmarking also allows comparison to other businesses.
Pricing Maturity Assessment, the results and finding per industry: Chemicals, Postal and Logistics, Telecommunications, HighTech, Automotive, LifeSciences, Machinery and Equipment, FMCG and Retail.
This document outlines the key steps in conducting a situation analysis to develop an effective business, marketing, and sales strategy. It involves assessing industry trends, customer needs, product performance, competitors, opportunities and threats to identify priorities. The analysis is then used to create strategic plans, establish segmentation, define roadmaps, and build a portfolio to differentiate and position offerings. Implementation strategies are developed to improve sales effectiveness and profitability through growing relationships and moving away from unprofitable areas.
This document provides an introduction to marketing concepts for the hospitality and tourism industries. It discusses key topics such as the importance of customer orientation, the marketing mix, and marketing management philosophies. The marketing mix (4Ps) and extended marketing mix (7Ps) are defined. Core marketing concepts like needs, products, value and exchange are explained. The importance of relationship marketing for hospitality is also highlighted.
This document defines advertising as any paid form of nonpersonal promotion of ideas, goods, or services by an identified sponsor. It discusses four concepts of advertising: attention, interest, desire, and action. It also explains that there are three major reasons firms must advertise: to create awareness of products/services, strengthen positive attitudes towards them, and lead to purchasing actions.
The document discusses establishing an audience measurement system for screen media advertising networks. It proposes a framework that is:
1) Credible and reliable, using consistent definitions of key metrics like Opportunity To See (OTS) similar to other media.
2) Easy to understand using approaches like those for outdoor media measurement.
3) Consistent across different screen media contexts while accounting for their unique characteristics compared to other media.
This document provides an overview of advertising and marketing. It defines marketing and advertising, discusses their relationship, and outlines some objectives and scope of studying advertising. Specifically:
- Marketing is defined as activities designed to plan, price, promote, and distribute products to target markets to achieve business goals. Advertising is a tool of marketing that disseminates information about brands to large audiences.
- The objectives of studying advertising include understanding its need, factors affecting it, features, technical aspects, types, criticism, and regulations.
- The scope is limited to concepts like types of advertising, criticism of advertising, and regulations governing advertising. Methodologies include collecting primary data through questionnaires and secondary data from sources like books, articles
Nike's iconic "Just Do It" advertising campaign from 1988 was highly successful. It tapped into the 1980s fitness craze and consumer desire for a healthy lifestyle by linking exercise to wearing Nike sneakers. The provocative ads encouraged people to take charge of their fitness. Celebrity endorsements also appealed to consumers' sense of belonging. The easily identifiable campaign stayed true to its compelling message and helped Nike expand beyond running shoes to target all Americans. Its timing could not have been better to combat rival Reebok's aerobics shoe dominance and propel Nike to massive sales growth.
‘Advertising is a boon as well as curse to the society.’Kinjal Patel
This document is a paper submitted by Patel Kinjal to their professor S.B. Gardi at Maharaja Krishnakumarsinhji Bhavnagar University. The paper discusses advertising and its role in society, describing it as both a "boon" and "curse." It provides definitions of advertising and different types. It then outlines reasons for advertising including increasing sales and maintaining brands. The paper also discusses different views of advertising and how it can influence consumers and society. It details how advertising can be beneficial by informing consumers but also how it can be a curse by increasing costs and distorting reality. The conclusion states that both advertisers and consumers must use advertising intelligently and responsibly.
Marketing Fundamentals - Chapter 1 - BBA / MBA Course
PPT material Marketing Principles
Your comments are welcome to improve the content.
Dr. Francois Gaucher, DBA, MBA
Persuasion in Advertising discusses persuasion techniques used in advertising. Persuasion is inducing attitude changes and influencing action, while persuasive text aims to convince readers. Advertising is paid media to attract public attention to products and services. Common persuasion techniques used in advertising include repetition, contrasts, emotional appeals, ambitious appeals, bold formatting, benefits listings, statistics, catchphrases, slogans, figurative language, and misspellings.
This document provides instructions for students to analyze advertisements in small groups. It explains that students should form groups of 3, examine the ad provided to their group, identify any persuasive techniques used such as testimonials, bandwagon appeals, emotional appeals, repetition, or slogans. The groups will then discuss their observations about the ad and each group will present their analysis to the class. The document is 3 sentences.
Recruitment, Selection, Process, Methods And StepsMohsin Azad
The document discusses various aspects of the recruitment and selection process, including:
1) It describes the key steps in recruitment such as developing job descriptions, advertising openings, screening applicants, interviewing candidates, and making a job offer.
2) It also discusses the selection process, including using tests and interviews to evaluate a candidate's qualifications and determining their suitability for the role.
3) The roles of recruitment consultants, types of advertisements, and challenges in recruitment are also covered. The document provides an overview of best practices and considerations in recruiting and selecting new employees.
The document discusses benchmarking, which is defined as the process of comparing business processes and performance metrics to industry best practices for the purpose of self-improvement. It outlines different types of benchmarking including strategic, process, functional, and competitive benchmarking. The benchmarking process typically involves identifying problem areas, finding organizations with superior performance to study, surveying them to understand metrics and practices, visiting top performers, and implementing improvements. Benchmarking is presented as a continuous process of measuring performance against leaders to drive organizational development.
Marketing Principles Sample Assignment - Assignment Prime AustraliaAdam Jackson
This is a sample document on "Marketing Principles" prepared by one of the professional writer of Assignment Prime Australia. Our expert writers comes from different genres and covers a wide range of subjects. If you are facing any problem in writing your assignments then contact us now for the best assignment help. We offer extra discounts to the students on every assignment order.
The document provides an overview of marketing concepts and approaches. It discusses the stages of marketing thought from 1900-1970, including periods of discovery, conceptualization, integration, development, reappraisal, reconception, differentiation, and socialization. Key concepts covered include the traditional and contemporary definitions of marketing, behavioral concepts relevant to marketing from various social sciences, goals of marketing like maximizing consumption and satisfaction, and contemporary marketing approaches such as the marketing mix, conceptual approach, systems approach, marketing management, macro-marketing, social marketing, and comparative marketing.
SHORT MESSAGE, ANNOUNCEMENT, ADVERTISEMENTIrfan Yusuf
The document contains definitions and examples of short messages, announcements, and advertisements. It defines each text type and describes their common generic structures and purposes. Short messages are brief texts to convey information to others, and typically include an address, content, and sender. Announcements provide information about facts, events or intentions to the public. They generally include a title, date/time, place, contact person, and audience. Advertisements aim to encourage or persuade an audience to take action, such as buying a product, through techniques like headlines, body copy, slogans, and calls to action.
Advertising in India has evolved significantly over time. It began as a way to simply inform the public but grew to persuade people to buy products and services. Early advertising relied on print media like newspapers. Major events in the early 20th century like the Swadeshi movement and installation of printing presses helped advertising grow. Over the decades, advertising expanded its services and became more professionalized with the establishment of groups like the Advertising Agency Association of India. New media in recent decades, especially television and the internet, have accelerated growth and transformed the Indian advertising landscape.
The document discusses key concepts in marketing including:
1. Marketing is managing profitable customer relationships by attracting new customers, retaining current customers, and growing current customers. It is not the same as sales or advertising.
2. The marketing process involves understanding customer needs, designing a customer-driven strategy, capturing value from customers to create profits, and constructing a marketing program to deliver superior value.
3. Key concepts in understanding customers include needs, wants, demands, marketing offers, customer value, satisfaction, and markets. Marketing aims to satisfy customer needs through value and exchange.
Benchmarking involves continuously measuring an organization's processes and performance against other leading organizations to identify areas for improvement. It is done through a multi-step process of identifying benchmarking partners, gathering their data, analyzing any performance gaps, and implementing practices to close those gaps. The goal is to help organizations improve processes, increase customer satisfaction, and gain competitive advantages through learning best practices.
The document discusses the life cycle inventory (LCI) stage of life cycle assessment (LCA). LCI involves directly collecting input-output data from the system under study, including materials and resources consumed, energy utilized, and energy and by-products released. It provides sample data from a study on disposable cups that analyzed energy consumption and sources at different stages of the cups' lifecycles.
This document discusses the product life cycle and its four stages: introduction, growth, maturity, and decline. In the introduction stage, sales are low but costs are high as the product is launched. The growth stage sees increasing sales and profits allowing more investment in promotion. Strategies at this stage focus on maintaining quality, price, distribution, and broader promotion. Examples are given of products at each stage like 3D TVs in introduction and Blu-ray discs in growth.
This document outlines the agenda for a marketing principles and concepts course consisting of 5 modules. Module 1 will focus on key principles of customer acquisition and cover topics like the evolution of marketing, challenges in the 21st century business environment, the marketing audit process, goals of marketing, and analyzing market opportunities through frameworks like PESTLIED, Porter's 5 Forces, and the product lifecycle. It will be the longest module and include homework assignments on analyzing market opportunities.
The document discusses the changing Indian marketing environment and the challenges it poses for companies. Key points include:
- The Indian population is growing rapidly and becoming more urbanized and educated, expanding the middle class. Rural markets are also growing impressively.
- New economic policies since the 1990s have liberalized and opened up the Indian economy, increasing competition from both multinational and domestic companies.
- Marketing challenges in this new environment include increased competition from new domestic and global entrants, demands for competitive pricing and high quality from consumers, and the need for Indian companies to export and go global.
The document discusses the changing Indian marketing environment and the challenges it poses for companies. Key points include:
- The Indian population is growing rapidly and becoming more urbanized and educated, expanding the middle class. Rural markets are also growing impressively.
- New economic policies since the 1990s have liberalized and opened up the Indian economy, increasing competition from both multinational and domestic companies.
- Marketing challenges in this new environment include increased competition from new domestic and global entrants, demands for competitive pricing and high quality from consumers, and the need for Indian companies to export and go global.
This document provides questions and answers on various topics related to marketing management. It begins with definitions of key marketing terms like market and features of marketing. It then provides questions and answers on topics such as the merits and demerits of sales promotion, the importance of pricing, objectives of advertising, and types of product classification. Interview questions on marketing information sources and the impact of the internet on branding are also included.
This document provides an overview of microeconomics, including its key themes and concepts. It discusses how microeconomics examines the behavior of individual economic units and markets. It also defines important microeconomic concepts like markets, real versus nominal prices, and positive and normative analysis. The document uses examples and slides to illustrate these microeconomic preliminaries.
Marketing involves identifying and satisfying customer needs in order to generate profits. It includes activities like market research, product development, pricing, promotion, and distribution. A key aspect is understanding different types of markets, including consumer markets of individuals and industrial markets of organizations. Marketing aims to be customer-oriented by anticipating trends and responding to changes in order to gain a competitive advantage.
Nystrom (1990) described high tech markets as marketing dependent and technologically driven. Unfortunately, there is evidence that this linkage is not often recognized by organizations (Gupta, Ray and Wilemon 1985). High tech markets are characterized as complex. In addition, they exist under rapidly changing technological conditions which lead to shorter life cycles (Davidow 1986) and the need for rapid decisions (Bridges, Coughlan, and Kalish 1991). The importance of speed in high tech markets is driven by increasing competition and the continually evolving expectations of customers (Doyle and Saunders 1985). All of this is compounded by higher levels of risk for both the customer and the producer.
Introduction to Marketing & Innovation - MCT / Dauphine / EMLVMarcos Lima
This document provides an overview and introduction to innovation management from a course taught by Marcos Lima. The course covers topics such as defining innovation, different types of innovation, models of the innovation process, and the importance of innovation. It discusses innovation as an integrated business process and introduces frameworks for understanding innovation at different levels from incremental to radical and disruptive.
This document provides an overview and introduction to innovation management from a course taught by Marcos Lima. The course covers topics such as defining innovation, different types of innovation, models of the innovation process, and the importance of innovation. It discusses innovation as an integrated business process and introduces frameworks for understanding innovation at different levels from incremental to radical and disruptive.
Haier Industries produces ceiling fans, portable fans, exhaust fans, air conditioners, refrigerators and other appliances. Its mission is to improve customers' quality of life while enhancing stakeholder value. It faces competition from companies like Anchor, Havells and Usha. Haier analyzes its products using the Boston Matrix to classify them as stars, cash cows, dogs or problem children. This helps inform strategies like investing in stars with high growth potential or using cash cows' revenues to fund new product development.
There are three levels of product life cycles: 1) product category, 2) specific product forms within a category, and 3) individual brands. Product category and product form life cycles follow an S-shape pattern, while individual brand life cycles are more erratic due to ongoing marketing decisions. The document discusses strategies for different stages of the product life cycle and how products can be modified or markets changed to enhance sales during the growth and maturity stages.
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.
Product life cycle and marketing management strategiesAnanthK20
The document discusses the product life cycle and marketing strategies used at each stage. It explains that all products go through stages of development, introduction, growth, maturity, and decline. To be successful during each phase, companies must understand customer needs, markets, and competitors, and how to apply the appropriate marketing mix of product, price, place, and promotion strategies. As a product moves from introduction to decline, companies shift strategies from heavy promotion and building demand, to increasing competition and price reductions. The goal is to recognize a product's stage and set performance targets to improve success throughout its lifetime.
This document provides an overview of entrepreneurship and key related concepts. It discusses how entrepreneurs contribute to the economy by turning demand into supply, providing venture capital, jobs, and promoting societal changes. Entrepreneurship involves recognizing opportunities, testing them in the market, and gathering resources to start a business. The entrepreneurial start-up process has five components - the entrepreneur, opportunity, resources, organization, and management. Historical perspectives on entrepreneurship from the 1960s to 1990s are also presented.
The document is an agenda for the 5th EPP Life Sciences Pricing Forum taking place September 21-23, 2015 in Montreux, Switzerland. The forum will bring together life sciences professionals from major companies to discuss pricing strategies and profit optimization. Over two and a half days, the agenda includes plenary sessions, breakout workshops, and networking opportunities on topics such as international reference pricing, value-based pricing models, and managing rebates and incentives. Pre-forum workshops on September 21st will focus on pricing innovative therapies and international reference pricing strategies. The goal of the event is to help participants learn from industry leaders and peers about eliminating risks and enhancing revenue growth through pricing.
This document provides a summary of the third edition of the book "The Difference Between Marketing and Markets" by Paul Fifield. It discusses the contents of the book, which provides tools and approaches to help managers take on the marketing challenge and properly represent customers. The preface notes that while marketing has grown in scope, it is still often misunderstood and not given enough importance in organizations. The book aims to help more marketers and managers see marketing's true role in identifying customer needs and driving business strategy and profits.
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Mkt 100 021 - week 1 - intro and principles of marketing new
1. Welcome to MKT 100 - 021Week 1 - Principles of marketing Anthony Francescucci Assistant Professor, Marketing Please ensure all electronic devices are in “silent mode”, “vibrate mode” or “turned off”
2. Instructions for Name Card Be sure to stamp the correct date and correct box. Professor Pr Jan 18 2011 Francescucci Week 7 Week 10 COLLECT YOUR NAME CARD (Alpha order by last name) Be sure to ONLY stamp your own card Everyone to collect and stamp their own card Do Not Stamp the lower box. Week 13 Week 1 Week 2 Week 6 Week 3 Week 11 Week 4 Week 8 Week 12 Week 5 Week 9
3. Agenda for Week 1 Class information Course philosophy Course Details & Expectations Break Module 1 review
4. Class Information MKT100, Section 021 Contact info: mktmgmt@ryerson.ca 979-5000 x 6727 Office: TRS 1-121 Required online resource material Blackboard MKT 100 Course www.ryersonmkt100.ca
15. Principles of Marketing 100 It is not rocket science …………... to succeed in this course: COME TO CLASS REGULARLY PREPARE REQUIRED MATERIAL IN ADVANCE DO THE STUDY QUIZZES BE ENGAGED IN WHAT IS HAPPENING DURING CLASS STUDY FOR TESTS
16. To Major in Marketing Achieve a B- (2.67 or at least 70%) in MKT100
18. Hand-ins Creating Hand-ins Evaluating Hand-ins Analyzing Midterm & Final Applying Top Gun Quizzes Understanding Study Quizzes Remembering The Basis of Mastery Learning
20. Please Note the Following: In-module Study Quizzes – must get 100% in order to get access to the next section of the module material. Quizzes can be taken multiple times. First 3 modules to be completed before mid-term (Feb 11th) , last 7 before by end of last week of classes (Apr 15th) to earn credit for this assessment. Top Gun Quizzes – one week to complete. Maximum of 3 attempts. Highest score is recorded Mid-term + Final Examination – must pass in order to pass the course.
21. Creating Evaluating Analyzing Applying Understanding Remembering Hand-ins 30% Hand-ins Hand-ins 50% Midterm & Final Top Gun Quizzes 20% Study Quizzes The Basis of Mastery Learning
22. Course Outline It is your responsibility to read the course outline in detail as it contains specific requirements. Not reading the course outline is no excuse for not knowing.
26. What is Marketing Marketing is about customers, processes, & profits What is Marketing? The History of Trading and Wealth Creation Master Traders: How world trade got started Global Trading System Dynamics A Theory of Market Dynamics: Product innovation life-cycle Process Improvement
27. 1.1 What is Marketing The delivery of a standard of living. The delivery of customer and organizational satisfaction. The technology that creates value for customers and captures a significant part of that value for the marketer.
28. AMA 2007 Definition “Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.” American Marketing Association, 2007
30. Marketing is often Gray With several right answers to a problem. And several perspectives on an issue.
31. Marketing is about customers, processes, & profits What is Marketing? The History of Trading and Wealth Creation Master Traders: How world trade got started Global Trading System Dynamics A Theory of Market Dynamics: Product innovation life-cycle Process Improvement What is Marketing
40. Marketing is about customers, processes, & profits What is Marketing? The History of Trading and Wealth Creation Master Traders: How world trade got started Global Trading System Dynamics A Theory of Market Dynamics: Product innovation life-cycle Process Improvement What is Marketing
41. Trade and then trading Empires grew out of the production of agricultural surpluses that could be traded and led to the diffusion of all sorts of innovations. A Short Story Of Civilization
42. Marketing is about customers, processes, & profits What is Marketing? The History of Trading and Wealth Creation Master Traders: How world trade got started Global Trading System Dynamics A Theory of Market Dynamics: Product innovation life-cycle Process Improvement What is Marketing
43. Reduced transaction costs and better service New supply source Trading alliance with new source formed Recession = more global suppliers Pressure exerted on existing alliances to innovate. Employment in manufacturing sectors shrinks. Pharmaceuticals, aerospace, and forest products, flourish. Domestic manufacturing output contracts Profits increase and prices to consumers are lower Demand increases for lower priced goods Global Trading System Dynamics
44. The World has greatly prospered : 2000 2007 World Trade $8 trillion $18 trillion World GDP $32 trillion $52 trillion Fortune Magazine, July 23, 2007 But the U.S. still dominates: 2005 U.S. GDP (% household consumption) $9 trillion (70%) Japan GDP $3.6 trillion (54%) Germany GDP $2.2 trillion (57%) China GDP $1.6 trillion (41%) Global Trading System Dynamics
45. Marketing is about customers, processes, & profits What is Marketing? The History of Trading and Wealth Creation Master Traders: How world trade got started Global Trading System Dynamics A Theory of Market Dynamics: Product innovation life-cycle Process Improvement What is Marketing
46. Sales Product Innovation Life-Cycle When a new innovation is introduced/launched the variance in the supply offering increases but demand may not change much. Sales of the new innovation are low despite a lot of effort teaching potential consumers about the advantage of the innovation, changing their preferences and changing demand. The market is fermenting. Sometimes demand never takes off! Introduction Growth Maturity Market fermenting Market making Market equilibrium Time A Theory of Market Dynamics
47. Sales Product Innovation Life-Cycle But when demand does take-off, supply has to greatly increase to keep up with demand. Imitators enter the market with “their” variation of the product innovation and supply but it is often standardized around a dominant design. Diffusion of the new innovation occurs through greatly expanded distribution reach. Advertising is about competitive comparisons. Profits are greatest. It is happy times for most suppliers. Time Introduction Growth Maturity Market fermenting Market making Market equilibrium A Theory of Market Dynamics
48. Sales Product Innovation Life-Cycle At the maturity stage there is little product design improvement and supply does not appear to change much. Market shares stabilize around Brand loyalty and the rate of change in demand and supply greatly decreases. Price competition increases, particularly as suppliers innovate on production process cost reduction. Time Introduction Growth Maturity Market fermenting Market making Market equilibrium A Theory of Market Dynamics
49. Sales Product Innovation Life-Cycle Then a market transforming new technology platform or product design comes along that kicks off a new product innovation life-cycle. An example is the invention of the manual type-writer whose product life-cycle lasted from about 1880-1960, its replacement by the electric type-writer whose life-cycle lasted from 1920-1990, its replacement by the word-processor whose life-cycle lasted from 1960-1990 and its replacement by the PC whose life-cycle started around 1980 and continues. Old product Transformational new product Introduction Growth Maturity Introduction Market fermenting Market making Market equilibrium Market fermenting A Theory of Market Dynamics
50. Marketing is about customers, processes, & profits What is Marketing? The History of Trading and Wealth Creation Master Traders: How world trade got started Global Trading System Dynamics A Theory of Market Dynamics: Product innovation life-cycle Process Improvement What is Marketing
51. Thinking About Competitive Processes MKT100 Organizations are designed around the flow of added-value processes and activities within the processes. Marketing managers must understand this flow from the inside-out and outside-in. PurchasingProcesses SupplyProcesses ManufacturingProcesses SellingProcesses DistributionProcesses ServiceProcesses
52. Economies are made up of chains of manufacturers that each add value. It is called an added-value supply chain. Manufacturer A SellingProcesses DistributionProcesses ServiceProcesses PurchasingProcesses SupplyProcesses ManufacturingProcesses SellingProcesses DistributionProcesses ServiceProcesses Manufacturer B PurchasingProcesses SupplyProcesses ManufacturingProcesses Manufacturer C Thinking About Competitive Processes
Much of the material for this course is on this website. You will pay for access to this material through PayPal. Log into the website and follow the instructions.
We will be using a variety of techniques to help you gain the skills and knowledge you need in this course.
Much of the learning in this course occurs during the class, so if you are not present, you will miss out.
The course is structured around the assigned reading having been done in advance. In order to motivate you to do the reading, marks are assigned for study quizzes. These are embedded in the online web resource. You will not get access to the next module of material until you have successfully completed the quizzes for the current module. Success means 100% correct. It will not be possible to have meaningful class discussions unless you have read the assigned material.
It will not be possible for me to cover all the concepts that are discussed in the online web resource. Therefore, I will choose only a few concepts to discuss in class. You are expected to review the rest through the support material provided. The PowerPoint slides are not a summary of the online resource material, so simply reading those is not going to give you the knowledge you need to excel in the course.
Although I might like to think that I am the font of all knowledge in this course, the reality is that you will learn much from listening to your colleagues comments and questions. I urge you to participate. The only silly question in this course is the unasked one.
New ideas build on old ideas, which is why it is important that you come to class regularly and you keep up with your reading. Likewise, if you are lost and don’t understand a concept, speak up, because if you let it go, there are a dozen other concepts we will cover later in the course that you will not understand because you have missed that one link.
Technology is very important in this course, but we want to resist the temptation to make technology a distraction. As a result laptop users must sit in the last two rows of the classroom. All other rows are lids down rows. This will be strictly enforced.
I do like to have fun in class, so I expect there will be a lot of laughing. Because we are laughing does not mean we are not learning.
The secret to success in this course or in any course is the following....
Just a note to those of you who may be considering marketing as your major. You must achieve a B- in this course to be eligible for the marketing program. There are no such restrictions on those who want to do a marketing minor.
You will have a variety of assessments in this course.The in-module study quizzes are completed through the web resource website and can be completed at your convenience outside of class. The only requirement is that you get 100% before you will be given access to the next set of material. You can try these quizzes as often as it takes to achieve 100%.Twice during the semester, we will have a Top Gun quiz. Each will cover several modules of material and will contain questions that are similar to the midterm and the final exam. Once again you have to achieve a certain score 22/25 in order to get credit for the quiz. These will be completed through Blackboard and you can take them as many times as you need to achieve the mark required. The quiz will be available for one week and it must be completed during that time. The midterm will cover the first five modules of material and will be a combination multiple choice and essay. It will be held during the regular class time. There are two essay assignments, one in October and one in November. The first is completed in a small group and the last in pairs. More information on these assignments will be provided through Blackboard.Each week you will complete a metrics mastery worksheet. On a random basis you will be asked to submit some of these sheets for marking.The final examination will be held during the examination week and will cover the whole year’s work. There will be multiple choice questions and a quantitative case. You must pass the final examination in order to pass the course, regardless of whether you have a passing grade in your term work.Please review the course outline carefully for policies and procedures related to missed tests and examinations, religious observances, academic integrity and the like. It is your responsibility to inform yourself of the university policies and practices in these areas.
To reiterate the key things about the assessments you will take.
The second fundamental principle of wealth creation is that trading exchanges create added-value and wealth. We call this the Smith Principle after Adam Smith, who used the principle in his famous An Inquiry into the Nature and Causes of the Wealth of Nations argument for global free-trade. It is explained in the following example.Two individuals, X and Y meet. X has 10 Units of A in his possession and ownership and Y has 10 units of B in his possession and ownership. They discuss whether they would like to barter two units of A for two units of B. X agrees because he values two of B much more than two of his 10 units of A. Y agrees because he values two of A much more than two of his 10 units of B. They make the exchange.
The second fundamental principle of wealth creation is that trading exchanges create added-value and wealth. We call this the Smith Principle after Adam Smith, who used the principle in his famous An Inquiry into the Nature and Causes of the Wealth of Nations argument for global free-trade. It is explained in the following example.Two individuals, X and Y meet. X has 10 Units of A in his possession and ownership and Y has 10 units of B in his possession and ownership. They discuss whether they would like to barter two units of A for two units of B. X agrees because he values two of B much more than two of his 10 units of A. Y agrees because he values two of A much more than two of his 10 units of B. They make the exchange.
71142 total wealthBoth X and Y now own possessions that are much more valuable than before the exchange.Value, wealth and welfare have been increased by the trade. As A and B generalize to anything (including A or B being money). It is the principle behind free-trade, and the encouragement of more trade that creates more exchanges that creates more wealth.Marketing is responsible for all exchange processes with customers and for creating customer exchanges. It is also responsible for creating profitable product and service innovations. Marketing is responsible for the two and only two wealth creating effects and their dynamic.
71142 total wealthBoth X and Y now own possessions that are much more valuable than before the exchange.Value, wealth and welfare have been increased by the trade. As A and B generalize to anything (including A or B being money). It is the principle behind free-trade, and the encouragement of more trade that creates more exchanges that creates more wealth.Marketing is responsible for all exchange processes with customers and for creating customer exchanges. It is also responsible for creating profitable product and service innovations. Marketing is responsible for the two and only two wealth creating effects and their dynamic.
71142 total wealthBoth X and Y now own possessions that are much more valuable than before the exchange.Value, wealth and welfare have been increased by the trade. As A and B generalize to anything (including A or B being money). It is the principle behind free-trade, and the encouragement of more trade that creates more exchanges that creates more wealth.Marketing is responsible for all exchange processes with customers and for creating customer exchanges. It is also responsible for creating profitable product and service innovations. Marketing is responsible for the two and only two wealth creating effects and their dynamic.