Midterm
,OT
Marketing questions are like
who are our target customers
what do they want/ need?
How much are they willing to pay? Does our product/service meet these needs
Does it do so at a cost structure that is profitable? If so, how can we reach these customers?
How can we differentiate ourselves from our competitiors? How can we continue to grow as
a company?
Course Description
the course presents frameworks to analyze marketing problems faced by both for-profit and
non-profit organizations
consumers, the marketpalce, and the marketing environment (5C)
Engage with marketing tactics
survey course
breadth of coverage
5C
STP
4P
classrooms market can be fragmented into ages
segmentation
WHY marketing is important?
● Marketers/Brand & Product Managers/ General Managers
○ Gateway once, basic introduction to marketing. Breadth more than depth
● Entrepreneurs
○ How to spot market opportunities , How to go-to market
○ How to acqurie and retain customers
● Consultants
Textbook Required: Principles of Marketing
In Class Midterm
, ● no make up exams
● combination of true or false questiosn
● closed book
● quiz format in cybercam
Makeup Classes March 31 17:00- 18:15 via Zoom (attendence not mandatory)
April 14 “ - Group Consultation, not mandatory
May 6 “
Class participation important
1. Asked to select a firm (org, brand, or prodcut) to study throughout the course
○ perform some primary customer and market analyses (5C)
○ identify/infer a firm’s current strategy and propose a revised strategy reflecting
your research findings (STP)
○ Propse comprehensive set of marketing mix that is consistnet with your
revised strategy (4P)
2. Max 15 pages long
○ long paper does not necessarily mean a good one; build your argument in a
succint manner
○ use tables and figures effectively
○ presentations: 15 min presentation followed by 10 min Q&A
○ All DDL: MAy 26
● 6-8students - group, send an email with group information
○ email title ; principle of marketing
○ still required to send email of the topics
0306
Makreting
● sponsorship
● shopping channels
● selling
etc
direct supplier, direct consumers
marketing activity - more boosting way
comprehensively collaborators
holistic approach
, 5 Cs, STP
Marketing = advertising,
(not necessarily)
Align with corporate objectives
What is marketing
“the process by which compneis engage consuemrs, build strong customer relationships
and create customer value in order to capture value from customers in return
firm perspective → customer perspective
maintain customer relationship
create value - being valuable
end goal as a firm - capture the value from one of those in return
analysis of competitors
what ease our strength
what ease our willingness
marketing = creating value
orientation : External/ customer- focused
Goal: profit through customer satisfaction
means: determinig the needs and waste of customers and delivering their desried benefits
more effectively and efficient
Creating Value
● Giving your customer the reason to care about you and remember you
● Nike and Apple
What is value?
Value = Benefits - cost
Cost include costs of acquirign and using
benefits should be coming from customer perspective
benefit
● tangible
,OT
Marketing questions are like
who are our target customers
what do they want/ need?
How much are they willing to pay? Does our product/service meet these needs
Does it do so at a cost structure that is profitable? If so, how can we reach these customers?
How can we differentiate ourselves from our competitiors? How can we continue to grow as
a company?
Course Description
the course presents frameworks to analyze marketing problems faced by both for-profit and
non-profit organizations
consumers, the marketpalce, and the marketing environment (5C)
Engage with marketing tactics
survey course
breadth of coverage
5C
STP
4P
classrooms market can be fragmented into ages
segmentation
WHY marketing is important?
● Marketers/Brand & Product Managers/ General Managers
○ Gateway once, basic introduction to marketing. Breadth more than depth
● Entrepreneurs
○ How to spot market opportunities , How to go-to market
○ How to acqurie and retain customers
● Consultants
Textbook Required: Principles of Marketing
In Class Midterm
, ● no make up exams
● combination of true or false questiosn
● closed book
● quiz format in cybercam
Makeup Classes March 31 17:00- 18:15 via Zoom (attendence not mandatory)
April 14 “ - Group Consultation, not mandatory
May 6 “
Class participation important
1. Asked to select a firm (org, brand, or prodcut) to study throughout the course
○ perform some primary customer and market analyses (5C)
○ identify/infer a firm’s current strategy and propose a revised strategy reflecting
your research findings (STP)
○ Propse comprehensive set of marketing mix that is consistnet with your
revised strategy (4P)
2. Max 15 pages long
○ long paper does not necessarily mean a good one; build your argument in a
succint manner
○ use tables and figures effectively
○ presentations: 15 min presentation followed by 10 min Q&A
○ All DDL: MAy 26
● 6-8students - group, send an email with group information
○ email title ; principle of marketing
○ still required to send email of the topics
0306
Makreting
● sponsorship
● shopping channels
● selling
etc
direct supplier, direct consumers
marketing activity - more boosting way
comprehensively collaborators
holistic approach
, 5 Cs, STP
Marketing = advertising,
(not necessarily)
Align with corporate objectives
What is marketing
“the process by which compneis engage consuemrs, build strong customer relationships
and create customer value in order to capture value from customers in return
firm perspective → customer perspective
maintain customer relationship
create value - being valuable
end goal as a firm - capture the value from one of those in return
analysis of competitors
what ease our strength
what ease our willingness
marketing = creating value
orientation : External/ customer- focused
Goal: profit through customer satisfaction
means: determinig the needs and waste of customers and delivering their desried benefits
more effectively and efficient
Creating Value
● Giving your customer the reason to care about you and remember you
● Nike and Apple
What is value?
Value = Benefits - cost
Cost include costs of acquirign and using
benefits should be coming from customer perspective
benefit
● tangible
