Download Introduction

Business Marketing
Overview of Course
Dr. Dawne Martin
Calvin 201 B – 107 next week
Office telephone: 532-4383
email: [email protected]
Office Hours: T Th 9:30 – 11:00 & by
appointment
Introductions
Home Town
Major
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Your Name
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Hobbies &
Interests
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Industry
Interests
Administrative Things
Friday, September 17th
Department of Marketing Advisory Council
Meeting – Friday, Sept. 30
 Golf Tournament – 3:30 PM
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Players
Volunteers
Question for You
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Think of marketing
personal computers.
How would
marketing pc’s to
businesses differ
from marketing to
consumers?
Differences from Consumer
Marketing
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Buying Behavior
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More complex
More people involved
Relationships more important
Channels are shorter -- Sales more important
More focus on personal selling
Unique promotional strategies
Focus on buyer-seller relationships
What We’ll Study
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Creating, Delivering and Evaluating Value for
Customers
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Business Buyer Behavior and Relationships
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Issues in Purchasing and Effects on Business
Marketing
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Marketing Management and Strategy in a
Business Environment
Course Requirements
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Text: Business Marketing, 4th Edition,
Dwyer and Tanner, McGraw Hill, 2009.
Additional Readings – In the library reserve
Prerequisites: MKTG 400
Course Policies
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Attendance & punctuality
Reading assigned materials
Additional assignments & reading
Make-up exams
Changing grades
Academic Honor Code
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Personal integrity is presumed
Work submitted is your own
Plagiarism & cheating are serious
offenses
Honor Statement
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On my Honor, as a Student I have neither
given nor received unauthorized aide on
this academic work.”
Course Format
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Lecture, Video, Guest Speakers,
Discussion, Exercises & Cases
Exams -- 3 @ 100 pt.
Group Project & Presentation--150 pts.
Presentation -- 50 pt.
Group Case Presentation – 25 pts
Class participation-50 – 75 pt
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Assignments
Quizzes
Attendance
Lectures (15 points each)
Course Outline, Assignments &
Lecture notes on K-State Online
Articles on reserve in the library
Group Project
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Groups of 4
25 - 30 page paper
Analysis of a Business Marketing Strategy
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Overview of the industry
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Industry Overview & Environmental Factors
Market definition
Description of current marketing strategy
Interview with officer of the company
Strategy assessment & potential pitfalls
Recommendations
Assignments
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Group Presentation
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15 minutes
Highlight of most important findings & strategy
Case
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Problem Statement
Situation Analysis (Factors Driving the Industry)
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Environmental Factors
Customer Factors
Competitive Factors
Supplier Factors
Alternatives
Criteria for Selection of Recommendation
Recommended Solution and Implementation Suggestions
Exams
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Format: Multiple Choice & Essay
Exam Policies
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No books or notes
No makeup exams – optional final given to replace
one grade
No extra credit
Assignment for Thursday
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Read Chapter 1
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How business marketing is different
What drives business marketing strategy?
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Types of customers
Types of products
Purchasing standards and process
Nature of demand
Read Case 1-1 and prepare to assess the
mission statements