This is the sample slides of my TA discussion sessions regarding marketing concepts with some exercises.

1. BUS 103
Marketing & Distribution
Management
Week 8 Discussion

2. REMINDER
• Experiment reflection paper due Monday Nov. 23 hard copy
• CPK Extra Credit receipts and 1-page write up
• Globalization of Markets reading notes due Wednesday Nov. 25
11:30 AM through iLearn

3. THE REFLECTION PAPER
One page, single space, 10 font size. Answer questions below:
1- What is your take away from caring out a market research? ( The
intuition behind the research?)
2- What are the difficulties and what could be improved?
3- How could your company implement a market research and why?

4. THE CPK THING
• Riverside California Pizza Kitchen at Riverside Plaza, bring Flyer
• $15 meal = 1% of total grade, you can earn up to 2% for each course.
• If you are taking two Jasso classes, you need 4 meals ($60) to earn
2% on each class.
• Keep the receipt(s), turn in at the class to Dr. Jasso
• One page write, three paragraphs on:
Reflection on the CPK customer experience
Reflection on the CPK issues (ex: governance, marketing,
strategic)
Reflection on the CPK corporation (comments to the board)

5. AGENDA
Continue on Marketing Plan
 Marketing Strategy
• Promotion
• Position
• Marketing Research
 Action Programs
 Budgets
 Controls
 Work Cited

6. Marketing Plan
Marketing Plan Requirements
Suggested Format
• Executive Summary + Financial Overview (Table 1) – 1 page
• Current Market Situation – 5 to 6 pages
• Market Description ( STP )
• Product Review (Table 2)
• Competitive Review (Table 3)
• Channels and Logistics Review
• SWOT Analysis (Table 4) – 3 to 4 pages
• Objectives and Issues – 1 page
• Marketing Strategy – 3 to 4 pages
• Action Programs – 1 page
• Budget and Controls – 1 page
• Work Cited – 1 page

7. Marketing Plan
Marketing Strategy
 D) Promotion Strategy
• A company’s total promotion mix – also called the marketing
communication mix

8. Marketing Strategy
 D) Promotion Strategy
Personal Selling
Advertising
Direct Marketing
Public Relations
Sales Promotion
Trade Promotion
Sponsorships
Product Placements
Trade Shows
Electronic
Interactions
Sales
Literature
Tele-Marketing
Personal Communication vs. Impersonal Communication

9. Marketing Plan
Marketing Strategy
 D) Promotion Strategy
Marketing communication mix consists of the specific blend of:
• Advertising
• Sales Promotion
• Personal Selling
• Public Relations
• Direct-Marketing
(Most common)

10. Marketing Plan
Marketing Strategy
 D) Promotion Strategy
Advertising
– Any paid form of non-personal presentation and promotion of goods,
ideas, or services by an identified sponsor.
e.g. Broadcast, print, Internet, mobile, social media, outdoor, etc.

11. Marketing Plan
Marketing Strategy
 D) Promotion Strategy
Advertising
Strengths:
• Can reach masses of geographically dispersed consumers at a low
cost per exposure
• Enables the seller to repeat a message for many times
e.g. Super Bowl commercial
Weaknesses:
• Impersonal and lacks direct persuasiveness of company sales rep
• Audience not obligated to pay attention or to respond

12. Marketing Plan
Marketing Strategy
 D) Promotion Strategy
Sales Promotion
– Short-term incentives to encourage the purchase of a product or
service.
e.g. Discounts, coupons, displays, demonstrations, etc.

13. Marketing Plan
Marketing Strategy
 D) Promotion Strategy
Sales Promotion
Strengths:
• Invites and rewards quick response.
Weaknesses:
• Not as effective as advertising or personal selling in building a long
term brand preference and customer relationships

14. Marketing Plan
Marketing Strategy
 D) Promotion Strategy
Personal Selling
– Personal presentation by the company’s sales force for the purpose
of making sales and customer relationships.
e.g. sales presentations, trade shows, incentive programs, etc.

15. Marketing Plan
Marketing Strategy
 D) Promotion Strategy
Personal Selling
Strengths:
• Most effective tool at certain stages of buying process, particularly
in building up buyers’ preferences, convictions, and actions.
Weaknesses:
• Most expensive promotional tool
(US firms spend up to three times as much on personal selling as they
do on advertising)

16. Marketing Plan
Marketing Strategy
 D) Promotion Strategy
Public Relations
– Building good relationships with the company’s various publics by
obtaining favorite publicity, building up a good corporate image, and
handling unfavorable rumors, scandals, or events.
e.g. Press release, sponsorships, campaign events, etc.

17. Marketing Plan
Marketing Strategy
 D) Promotion Strategy
Public Relations
Strengths:
• Can reach many prospects who avoid salespeople and
advertisements.

18. Marketing Plan
Marketing Strategy
 D) Promotion Strategy
Direct Marketing
– Direct connections with carefully targeted individual consumers to
both obtain an immediate response and cultivate long lasting customer
relationships.
e.g. mails, catalogs, direct-response TV(1-800), kiosks.

19. Marketing Plan
Marketing Strategy
 D) Promotion Strategy
Direct Marketing
Strengths:
• Less public, message is directed to a specific person
• Immediate and customized
• Allows dialogue between marketing team and consumer
• Building one-to-one customer relationships

20. Marketing Strategy
 D) Promotion Strategy
EX:
Online and mobile marketing: Starbucks has always been a leader in its ability
to reach its customer base through social media and mobile devices. Starbucks
can notify people for free via their Starbucks mobile rewards app when the
Verismo 2 is launched. Starbucks can also use its presence on Twitter,
Facebook, and Instagram to reach customers. Starbucks will also launch a
series of YouTube videos that …
In Stores: Starbucks will continue to have a display for the Verismo and Verismo
2 in stores, continuing to engage loyal customers with products that represent
the brand. The Verismo will also be shown in Costco’s and other retailers, in
order to demonstrate ease of use and sampling …

21. Marketing Plan
Marketing Strategy
 D) Promotion Strategy
EX:
Television: Starbucks will feature the Verismo in a series of television ads that
feature a millennial soccer mom, the ads will show her inability to get to
Starbucks due to time constraints, the ad will then cut to her getting a Verismo
from her husband for Christmas. She will then be seen driving to soccer practice
driving by a Starbucks with a smile because she has a cup of freshly brewed
Verismo latte in her cup …

22. Marketing Strategy
 E) Position Strategy
A Company’s Value Proposition
More for
More
More for
the Same
More for
Less
The
Same for
Less Less for
much
less
Price
Benefits
More
The Same
Less
More The Same Less

23. Marketing Plan
Marketing Strategy
 E) Position Strategy
EX:
The Verismo itself will be offered as a more for the same price, as the machine
not only offers Starbucks brand promise it also offers innovations and quality
unmatched by the machines that are similarly prices…

24. Marketing Strategy
 F) Marketing Research
How would you measure customer satisfaction?
 Marketing research is a systematic designed collection of data and
reports relevant to a specific marketing situation.

25. Marketing Strategy
 F) Marketing Research
5 Basic marketing research methods:
 Survey ( in-person, telephone, mail, online surveys)
 Focus Groups (a moderator uses a scripted series of questions or
topics to lead a discussion among a group of people)
 Personal Interviews (unlike focus groups, personal interview include
unstructured, open-ended questions)
 Observation
 Field Trials (Placing new product(s) in selected stores to test
customer response under real-life selling environment can help you
make product modifications, adjust prices, or improve packaging,
etc.)

26. Marketing Strategy
 F) Marketing Research
Who is responsible for marketing research?
Large companies: Usually have their own marketing research
departments.
Smaller companies: Marketing research is often carried out by
everyone in the company.
 Business organization normally budget marketing research at 1 to 2
percent of the company sales

27. Marketing Strategy
 F) Marketing Research
EX:
Starbucks ability to draw engagement of brand via social media will allow them
to follow their customer conversations via social media on details of Verismo.
Starbucks can also use the mobile rewards app to issue surveys about the
Verismo, offering a rewards star for those who participate in order to
incentivize customers. Starbucks will also have baristas in stores ask customer
whether or not they have tried the Verismo and if they know of anyone who
owns one, in order to gather information of its core customers. Starbucks can
also coordinate focus groups and personal interviews with those who have
generated the most rewards, because they customers are extremely loyal to the
brand they may offer insights that will greatly benefit the research and
development of the Verismo 2.

28. Action Programs
 Design a short-term (six month) action plan to achieve the stated
objectives.
EX:
Let’s say Starbucks will release Verismo 2 in July 2016…
January - Starbucks will begin market research in order to gain insight into
improvements it will incorporate into the new Verismo machine. The research
will be conducted in stores, focus groups, personal interviews, and on the
mobile rewards app.
February - Using the data that was gathered by the marketing research
Starbucks will begin the design and manufacturing process of the Verismo 2.
Starbucks will announce that the Verismo 2 is under development but will not
indicate the release date.

29. Action Programs
 Design a short-term (six month) action plan to achieve the stated
objectives.
March - Starbucks will air the television ad campaign featuring the Verismo.
The ad will run on major life and travel channels and also on YouTube ads. The
idea behind the campaigns will be customer engagement and excitement
towards the release of the new Verismo.
April …
May …
June …
July – Release!

30. Budgets
 How much are you going to spend on each marketing activity?
 How many units do you have to sell in order to break even or earn a
profit? (B/E analysis)
 Identify your FC and VC
 Simply put, the budgets would be the forecast of your sales volume
Ex:
P=$2000, VC=$500/unit, FC1=$100,000(salary), FC2=$1,400,000(TV ad)
Find Q = ? To break even or profit $1 million
(2000-500) x Q = 100,000 + 1,400,000
1,500Q = 1,500,000
Q = 1,000 (to break even)
Q = 1,666 (to profit $1M)

31. Controls
 What are you going to control?
• Product quality
• Brand image
• Brand awareness
• Operational effectiveness
• Customer satisfaction
• Etc.
 How?

32. Controls
Ex:
Starbucks will control the product quality by taking careful care during the research
and development process, by ensuring that their manufacturing process is sound,
and by creating an infrastructure that ensures the quality of each machine.
Starbucks will maintain the brand image by ensuring that the Verismo is held to the
same standards as the coffee chain is, that the quality of product is higher than its
competitors and that the customer service that is involved with returns and
warranty is at the same level of excellence as it is in store….

33. Last, the Work Cited page…
APA format
You can cite from the same website but different webpages as each
different source of citation.
List at least 10 quality references
THEN YOUR 15-20 PAGES MARKETING PLAN WILL BE DONE

34. About the Exam, we might have questions
regarding…
 Pricing
value-based, cost-based, competition-based
market skimming, market penetrating
How do they apply to your company?
 Distribution
What distribution approach does your company use?
Horizontal? Vertical?
What’s your relationship with channel partners? How to make
the channel more efficient?
 Promotion
The marketing mix of your company (5Ps)
Brand’s value proposition