Download Asbury College Principles of Marketing and Sales

Asbury College
Principles of Marketing
and Sales
Student Guide
ACHIEVE
Degree Completion Program
educational products
(KEEP)
200 Seaboard Lane
Franklin, Tennessee 37067
Telephone: 615.771.7706 Fax: 615.250.9415
Copyright 2008 by KEEP
BUS23A
All rights reserved.
No part of this work may be reproduced or transmitted
in any form or by any means, electronic or mechanical,
including photocopying, or by any information storage or retrieval system
without the prior written permission of
knowledge elements educational products
unless such copying is expressly permitted by federal copyright law.
Address inquiries to:
Copyright Permissions, KEEP, 200 Seaboard Lane, Franklin, TN 37067
Principles of Marketing and Sales: Student Guide
Asbury College
TABLE OF CONTENTS
INTRODUCTION
Course Description .................................................................................... 1
Learning Outcomes ................................................................................... 1
Texts and Materials ................................................................................... 2
Student Evaluation .................................................................................... 3
Final Paper ............................................................................................... 4
Course Overview ....................................................................................... 5
Logistics Chart .......................................................................................... 8
ASSIGNMENTS
Student Assignments ................................................................................. 9
APPENDIX
Exhibit #1................................................................................................ 15
Exhibit #2................................................................................................ 16
Exhibit #3................................................................................................ 17
Exhibit #4................................................................................................ 18
Principles of Marketing and Sales: Student Guide
Asbury College
Principles of Marketing and Sales: Student Guide
Asbury College
COURSE DESCRIPTION
The use of organizational mission to develop a marketing approach to reach potential
constituencies with image, product and service that will cause those constituencies to
utilize the organization to meet their perceived needs in a manner that is profitable to the
organization.
LEARNING OUTCOMES
The student will:
1. Explain how organizational mission closely relates to the marketing plan for any
organization.
2. Describe how to identify the potential constituencies (customers, clients) of an
organization.
3. Describe the medium through which each of these constituencies can be reached
with the marketer's message understood and accepted.
4. Explain the use of image, product and service to produce that which will be desired
by the constituency.
5. Articulate the relationship between effective marketing and the need for an
organization to make a profit (have more revenue than expense).
6. State the marketing differences between for-profit organizations and not-for-profit
organizations.
7. State the relationship between marketing and sales.
8. Explain the role of marketing research and information systems.
9. Describe consumer buying behavior and how it affects marketing.
10. Summarize the relationship between product decisions and marketing.
11. Articulate the relationship between distribution decisions and marketing.
12. Explain the role of promotion decisions in marketing.
13. Describe the role of pricing decisions and marketing.
14. Recount the role of marketing in e-commerce.
15. State the role of social responsibility and ethics in marketing.
1
Principles of Marketing and Sales: Student Guide
Asbury College
TEXTS AND MATERIALS
Text:
Pride, William M., and O. C. Ferrell. Marketing: Concepts and Strategies. Fourteenth
Edition. Boston, MA: Houghton Mifflin Company, 2008. ISBN-13: 978-0-61879963-3 (loose-leaf version) or ISBN-13: 978-0-618-79970-1 (hard-bound cover).
Supplementary Bibliography (purchase not necessary):
Magazines
Business Week, 1221 Avenue of the Americas, 45th Floor, New York, NY 10020. 800/6351200.
Entrepreneur, 2392 Morse Ave., Irvine, CA 92614. 800/274-6229.
Fortune, P.O. Box 60001, Tampa, FL 33660-0001. 800/621-8000.
Inc., P.O. Box 54129, Boulder, CO 80322-4129. 800/234-0999.
The Marketplace, 302-280 Smith St., Winnipeg, MB R3C 1K2. 204/956-6430.
Books
Hill, Alexander. Just Business: Christian Ethics for the Market Place. Downers Grove, IL:
InterVarsity Press, 1977. ISBN 0-8308-1886-3.
For questions or additional reading on any of the topics in this course, refer to the
extensive reference list in the back of the text under Notes, beginning on page N-1, and
Sources, beginning on page N-26, for the respective chapter.
2
Principles of Marketing and Sales: Student Guide
Asbury College
STUDENT EVALUATION
Students in this accelerated course will be evaluated by the College's standard grading
system. Refer to the Student Handbook or the College Catalog for further details. The
criteria for determining the grade in this class will be as follows:
1. (25%) Completion of assigned written exercises and reading (see Student
Assignments pages for exact weekly assignments).
2. (10%) Completion and submission of weekly assignment of Marketing Article
Analysis (typed, one page, double-spaced format) at the beginning of the class
period (see Student Assignments pages for specific requirements).
3. (10%) Participation in class discussion and group activities. The criteria will be the
quality and quantity of the contribution to the group.
4. (45%) Final Paper (20%) and Marketing Plan (25%)—Refer to the next page for
information on how the Final Paper is to be prepared. The Final Paper will be due
one week after the final class period delivered to the College, sent by e-mail, or
postmarked on that date. Turning in the Final Paper and the Marketing Plan late
will result in a penalty on the grade for the Final Paper and the Marketing Plan.
5.
(10%) Quality of comments, insight and extent of learning as reflected in the
student's journal. The student is required to write in the journal at the close of
each session and may add to it at other times such as after reading an assignment
or completing an exercise. The journal is to be handed in with the Final Paper.
Attendance: Any class missed must be made up. The student is obligated to contact the
instructor before the next class to make suitable arrangements in case of any absence or
tardiness. Any required work should be submitted at the next class meeting. Unexcused
absences and absences not made up will adversely affect the student's grade.
Late Work or Work Not Handed In: Any written exercise turned in after the beginning
of the class on the due date, or the Final Paper or Marketing Plan after the due date will
result in a reduction of the grade for that item (10% reduction for each day not submitted
to College office or instructor) up to 50% of graded points. Any item not turned in by the
end of five weeks will result in an "F" for that item and a reduction in grade for the course.
3
Principles of Marketing and Sales: Student Guide
Asbury College
FINAL PAPER
Each student must complete a Final Paper. Students may use any material or talk to any
person as a part of developing the Final Paper, but every word (unless expressly quoted
with appropriate credits given) must be that of the student submitting the paper. Any use
of material written by another person without credit given will be considered plagiarism
which is a serious offense in the academic community. Plagiarism will result in at least an
"F" for the Final Paper.
Students are encouraged to begin taking notes on how they will respond to the Final Paper
questions as they progress through the course including making notations in class notes
about reference to an item in the Final Paper to be developed later. The journal is
intended to be a major help in producing the Final Paper. As a result, it is very important
that the journal writing be taken seriously. In addition, the journal itself constitutes a part
of the student's grade for the course.
The Final Paper is to be submitted in typewritten, double-spaced form on one side only of
8½" x 11" white paper. A cover sheet should clearly indicate the student's name, course
name, instructor's name and the date submitted. The Final Paper will be due one week
after the final class period. A penalty will be assessed for late submission.
Respond in writing to the following questions:
1. How does organizational mission ideally tie to the marketing plan for every
organization? Discuss fully.
2. How should an organization identify each of its constituencies, and how should each
constituency be most effectively reached? Give an example of one organization
identifying all its constituencies and how they are reached.
3. What is the difference between marketing and sales?
Using at least three
sentences for each example, give two examples each for both marketing and sales.
4. Explain how consumer-buying behavior affects marketing.
examples.
Discuss fully, giving
5. Explain why some marketing for Internet sales is not done on the Internet. Where
does Internet marketing take place? Give examples.
4
Principles of Marketing and Sales: Student Guide
Asbury College
COURSE OVERVIEW
This course on marketing and sales will be offered in a Christian context. Many people,
Christians among them, feel that the fields of marketing and sales are truly devoid of
Christian concepts and application. The author of this course feels quite to the contrary,
but does acknowledge that any subject or business field may be practiced without giving
recognition to Christian principles. God has blessed many Christians in their business
pursuits. We hope to give some insight in this course to how Christian principles are
applied to marketing and sales and how God will bless the efforts of those who
acknowledge Him and apply those principles.
Marketing and sales are some of the most dynamic areas within the field of business
operations. While you may now feel that you do not know many of the concepts and
applications of the study of marketing or sales, once you move into this course you will
recognize that you are already acquainted with many marketing and sales processes. The
primary reason for your current knowledge is that each one of us as a consumer in this
economy purchases goods and services through the influence of the marketing and sales
efforts of businesses, nonprofit organizations and even our government. Yes, nonprofit
organizations like the Boy Scouts, Girl Scouts, American Cancer Society and even our
churches implement marketing campaigns and "sell us" on programs they are trying to
promote to the general public and their donors or members. Our local, state and federal
governments all have programs whether they be anti-litter campaigns, sales tax issues, or
even personalized car license plates that employ marketing principles that you will study in
this course. So all parts of our society, profit-making companies, nonprofit organizations
and governments actively use marketing and sales concepts. You are truly an active
participant already in this marketing field.
The marketing concept as defined by Pride and Ferrell, our textbook authors, is "a
managerial philosophy that an organization should try to satisfy customers' needs through
a coordinated set of activities that also allows the organization to achieve its goals." A
simplified manner of stating this is "satisfaction of consumer needs—at a profit," which
would be for a profit-making organization; "satisfaction of consumer needs—to achieve its
goals" would apply to any organization. And the focus and core of the concept is to
understand and then satisfy the consumer needs. This translates into creativity, energy,
reaching current customers with current activities, reaching customers with new activities,
reaching new customers and all of this is called marketing strategy.
The processes of marketing and sales are active before most other functions of the
organization begin their work. Sales estimates or sales projections are completed before
manufacturing is begun and before people are hired to produce the goods or services.
When a marketing campaign succeeds and sales are made, new people are hired to
produce the goods and services. When sales are down or a product is eliminated, people
are laid off their work or are transferred to other operations and a production line is shut
down. Successful marketing and sales efforts drive the organization's efforts.
But marketing and sales are integral parts of the entire management operations of the
firm, and as part of the management processes, the organization's mission and vision,
which you have studied in previous courses, should direct these fields. What is the
mission of the organization, its overriding goal? What is the vision of the current
organization to carry out the mission? What strategies does the organization have to
accomplish its goals? Any organization wishing to improve its marketing and sales should
first look at its mission for clarification and broad understanding of the purpose of the
organization. If the organization understands what its focus should be, it has gone a long
5
Principles of Marketing and Sales: Student Guide
Asbury College
way in knowing what it can provide in the marketplace and how to best satisfy the needs
of its consumers.
The activities of marketing and sales are not performed solely by the marketing and sales
department. Marketing and sales must be uppermost in the mind of every person in the
organization. The attitude of a receptionist when a prospective buyer contacts the
organization must support the activities of the marketing and sales department. Also,
other aspects like the quality or dependability of the manufactured product or service,
whether it is a hamburger served through a drive-up window of a fast-food restaurant or a
jet engine from a General Electric factory, have a real impact on the results of a marketing
and sales campaign and resultantly on the employment and success of the organization.
Historically, on the issue of quality look at the poor marketing image of Japanese built cars
and products before they embraced the importance of quality. At that time following
World War II, the words "made in Japan" and "junk" were synonymous. Japanese
companies realized later that building quality into their products was a necessary part of
their marketing and sales efforts.
Service after the sale is often critically important for the successful selling of goods and
services. Concept areas of marketing now include relationship marketing and customer
relationship management where the importance of establishing long-term mutually
satisfying buyer-seller relationships is emphasized. Value-driven marketing is another
area of marketing study that stresses the importance of knowing the satisfaction of
consumer needs and how customers look at the worth of a product.
This course will also include certain case studies that provide awareness to the
international trade aspects of the marketing field. Decades ago, a firm could decide if it
wanted to become involved with international trade and international marketing. In our
current and future business climate, if an organization chooses not to be involved in
international commerce, whether it means not buying materials from foreign sources or
not selling a finished product to foreign buyers, the firm is limiting its full growth potential
and possibly its economic survival.
An integral part of this course is its emphasis on e-commerce and the use of the Internet.
While the amount of goods and services being sold on the Internet is greatly increasing for
consumers, the real growth is coming in the area of commercial and industrial goods
purchases using the websites and the Internet. But the role of advertising or promotion of
Internet sites still depends heavily on newspapers, magazines and trade papers, and
television to tell buyers where they can find Internet sites for more information or
purchasing. Many retailers who have physical stores have now initiated websites to serve
customers just as most banks are now offering their customers electronic banking to pay
their bills using a secure website.
You will be required to do a simplified marketing plan on a company of your choice that
you are familiar with nationally or in the local community. You are encouraged to select a
company from which you can secure the information that you will need to complete the
marketing plan. Appendix C in the back of the Pride and Ferrell text describes a marketing
plan. During weeks of the course, beginning the second week, you will be required to
submit part of your plan as an assignment. The total plan will be submitted at the end of
the course as part of the final exam. Refer to the description of the requirements for the
plan that is part of the Student Assignments section, and to Appendix C in your text for
more information.
6
Principles of Marketing and Sales: Student Guide
Asbury College
Finally, marketing in a Christian context calls for character traits that create an image of
ethical practices for each individual and also the entire organization. Character aspects of
trustworthiness, integrity, respect for others, fairness, responsibility for one's actions, and
good citizenship should be shown by individuals and organizations alike. Unfortunately,
businesses such as Enron, World Com, Adelphia, Arthur Andersen and others have shown
in the early part of this decade how they trample on ethical standards of business conduct.
It was individuals within these corporations that led these companies into wrong practices
and these businesses into financial ruin. In this course you will consider how Christian
practices are applied and Christian organizations compete with other organizations in this
secular world.
Enjoy the course.
7
Principles of Marketing and Sales: Student Guide
Asbury College
LOGISTICS CHART
Hour
1
Week 1
Week 2
Week 3
Week 4
Week 5
The Nature of
Marketing and
Sales
Marketing
Minute
Marketing
Minute
Marketing
Minute
Marketing
Minute
Article Analysis
Article Analysis
Article Analysis
Article Analysis
Consumer
Buying
Behavior
Global Markets
and
International
Marketing
Integrated
Marketing
Communication
s
Setting Prices
Organizational
Markets
Video: IDG:
Communicating
Across Cultures
Is Key
Advertising and
Public Relations
E-Marketing
and Customer
Relationship
Management
Marketing
Minute
Article Analysis
An Overview of
Strategic
Marketing
2
The Marketing
Environment
Video: Want
the Low Down?
Consumer
Reports Has It.
Break
Marketing
Channels
Break
Product
Concepts
3
Break
(continued)
Indy: The Great
Race
Developing/
Managing
Products and
Branding/
Packaging
Products
Marketing
Research and
Information
Systems
Target Markets:
Segmentation,
Evaluation, and
Positioning
4
The Marketing
Plan
Journal Entry
Marketing Plan
Journal Entry
Break
Wholesaling
and Physical
Distribution
Harry Potter
and the Power
of PR
Retailing and
Direct
Marketing
Personal Selling
and Sales
Promotions
The HarleyDavidson Brand
Service as a
Product
Internet
Exercise and
Resources
Pricing
Concepts
Internet
Exercise and
Resources
Marketing Plan
Journal Entry
8
(continued)
Student
Marketing Plan
Journal Entry
Video: The
Gnome Helps
Fuel a
Turnaround at
Travelocity
Break
Marketing
Implementation
and Control
Social
Responsibility
and Ethics in
Marketing
(continued)
Student
Marketing Plan
Journal Entry
Course
Evaluation
Principles of Marketing and Sales: Student Guide
Asbury College
STUDENT ASSIGNMENTS
Beginning with the first class, and each week, in addition to the regular assignments, each
student is assigned the following work to be prepared for each class.
Marketing Minute
Each student, each class night, will make a short, informal oral presentation (one to two
minutes) of a marketing/sales related issue or principle that is found in connection with
their work or lifestyle. The student should (a) identify the marketing/sales principle, and
(b) discuss how this issue or principle was applied in their work or lifestyle. The student
may prepare notes for this presentation, but this is to be an oral presentation with nothing
submitted to the instructor.
Article Analysis
Each student, each class night, will submit a typed write-up of a marketing or sales related
article. The article may come from a newspaper, magazine, or other printed article that
the student selects. Advertisements should not be selected and are not acceptable. A
typed write-up of no more than one page is required. The assignment should have (a) a
short summary of the article, (b) a listing of the specific marketing/ sales concepts that
relate to the article chosen, and (c) an analysis of how the article relates to the
marketing/sales concept(s) identified in our text or readings.
The page submission should be handed to the instructor at the start of the class.
second copy should be made for the student's discussion in class.
A
The Marketing Plan
The Marketing Plan is an assignment that will be extended over the entire course with the
complete plan to be submitted with the Final Paper one week after the last class meeting.
It is divided into four separate assignments to be submitted each week beginning with the
second week and extending through the fifth week with the complete and comprehensive
report due with the Final Paper. Only the complete report will receive a grade from the
instructor, but each weekly submission will be evaluated as follows:
(+) plus = Good work/progress
(9) check = Satisfactory work/progress
(-) minus = Deficient work/progress
When submitting the final marketing plan, the students must re-submit all previous weeks'
assignments with instructor comments.
The marketing plan assignment is given to help each student apply the marketing
concepts he/she will learn in the course and integrate that learning into representing a
plan on the marketing activities of a company/firm that the student selects.
A sample marketing plan is found in Appendix C of the text (beginning on p. A-27). If the
student has the Bonus Pack that is packaged with the text, worksheets may be
downloaded from the publisher's website (www.prideferrell.com).
9
Principles of Marketing and Sales: Student Guide
Asbury College
Important: Review the entire plan and then select a company where you would have
access to information about their marketing program. This is the most critical element,
that of selecting a company that will cooperate on providing the marketing information or
a company that has ample information available for completing the entire marketing plan.
It cannot be stressed enough that a company be selected where enough information is
available to the student. Should a student select a company that will not or cannot
provide enough information for the marketing plan, the student's final submitted
marketing plan could be judged inadequate and that insufficient information, although not
directly the fault of the student, would result in an inadequate or incomplete submitted
report and that would be reflected in the grade on the marketing plan.
The following assignments must be submitted to the instructor in typed form using
acceptable grammar and punctuation.
Evaluation will be made based on content,
grammar and punctuation.
Week One
1. Read the Course Overview in the Student Guide, and be prepared to comment in
class on the description of the course and any questions you have for the
instructor.
2. Read "Marketing Minute" and "Article Analysis" just prior to these Student
Assignments pages in the Student Guide. These assignments are due the first class
meeting.
3. Read Pride and Ferrell, Chapters 1, 2, 3, 9 and 10, and complete written responses
to the following study questions:
Chapter 1, "An Overview of Strategic Marketing"
1. What is the focus of all marketing activities?
2. Why? Discuss.
Chapter 2, "Planning,
Strategies"
Implementing,
and
Controlling
Marketing
1. What are some of the areas that should be considered in analyzing a firm's
resources and opportunities? Discuss each.
2. How do these areas affect marketing objectives and marketing strategy?
Chapter 3, "The Marketing Environment"
Why are environmental scanning and analysis so important?
Chapter 9, "Marketing Research and Information Systems"
1. Identify and then describe each of the five steps in the marketing research
process. Discuss.
2. Why is it important that marketing researchers are ethical? Cite one verse
of Scripture that supports your position.
10
Principles of Marketing and Sales: Student Guide
Chapter 10, "Target
Positioning"
Asbury College
Markets:
Segmentation,
Evaluation,
and
1. What is market segmentation? Why is it important?
2. Describe the basic conditions required for effective segmentation. Identify
several firms that use market segmentation and state how they use it.
4. Read Case 1.2, "Indy: The Great Race" (pp. 24-26), and complete a written
response to question 2 or question 3 under Questions for Discussion on page 26.
5. Read Appendix C, "Sample Marketing Plan," located in the back of the text (pp. A27 through A-36). You should acquaint yourself with the format of the plan and
ask questions of the instructor as you will have an assignment due next week on a
marketing plan and should understand this sample plan.
Week Two
1. Read Pride and Ferrell, Chapters 5, 6, 11, 12, 13 and 14, and complete written
responses to the following study questions:
Chapter 5, "Consumer Buying Behavior"
1.
What are the major stages in the consumer buying decision process?
2.
Are all these stages used in all consumer purchase decisions? Why or why
not?
Chapter 6, "Business Markets and Buying Behavior"
Regarding purchasing behavior, why might business customers generally be
considered more rational than ultimate consumers? Discuss.
Chapter 11, "Product Concepts"
Is a personal computer that is sold at a retail store a consumer product or a
business product? Discuss and defend your answer.
Chapter 12, "Developing and Managing Products"
Compare and contrast the three major approaches to modifying a product.
Chapter 13, "Branding and Packaging"
1. How does branding benefit consumers and marketers? Discuss.
2. Identify two brands for which you are brand insistent.
strongly about your preference?
Why do you feel
Chapter 14, "Services Marketing"
Imagine you are the owner of a new service business. What is your service?
Be creative. What are some of the most important considerations in developing
11
Principles of Marketing and Sales: Student Guide
Asbury College
the service, training salespeople, and communicating about your service to
potential customers?
2. Prepare a "Marketing Minute" and an "Article Analysis" and be prepared to present
in class.
3. Read Video Case 5.1, "Want the Low Down? Consumer Reports Has It" (p. 145),
and answer question 1 under Questions for Discussion on page 146.
4. Read Appendix C, page A-27 through Target Market(s) on page A-29, and prepare
the start of a marketing plan. You will prepare segments of a marketing plan
throughout the course and re-submit the entire plan at the end of the course as
part of your final exam. A full description of the marketing plan assignment is at
the beginning of the Student Assignments section.
Week Three
1. Read Pride and Ferrell, Chapters 7, 15, 16 and 17, and complete written responses
to the following study questions:
Chapter 7, "Reaching Global Markets"
1.
How does international marketing differ from domestic marketing?
2.
What factors must marketers consider as they decide whether to become
involved in international marketing?
Chapter 15, "Marketing Channels and Supply Chain Management"
1. Describe the major functions of marketing channels.
different marketing channels used?
When and why are
2. Why are these functions accomplished better through combined efforts of
channel members?
Chapter 16, "Wholesaling and Physical Distribution"
1.
What services do wholesalers provide to producers and retailers?
2.
What alternatives would happen if wholesalers did not perform their
functions?
Chapter 17, "Retailing and Direct Marketing"
1. What value is added to the product by retailers? Discuss.
2. What value is added by retailers for producers and for ultimate consumers?
3. What advantages are there for producers and marketers to use direct
marketing?
12
Principles of Marketing and Sales: Student Guide
Asbury College
2. Read Appendix C, page A-29 beginning with Current Marketing Objectives and
Performance through page A-33 up to Marketing Mix, and submit a marketing plan
on the segments covered in this reading.
3. Prepare a "Marketing Minute" and an "Article Analysis" and be prepared to present
in class.
4. Read "Internet Exercise and Resources" (p. 485) and answer questions 1 and 2 on
that page.
5. Read Video Case 7.1, "IDG: Communicating Across Cultures Is Key" (pp. 204-205),
and answer questions 1 and 3 under Questions for Discussion on page 205.
Week Four
1. Read Pride and Ferrell, Chapters 18, 19, 20 and 21, and complete written
responses to the following study questions:
Chapter 18, "Integrated Marketing Communications"
1.
What is the major task of promotion? Discuss.
2.
Do firms ever use promotion to accomplish this task and fail?
several examples and state why you think they failed.
If so, give
Chapter 19, "Advertising and Public Relations"
1.
What is the difference between institutional and product advertising?
2.
What Christian standards should be used in advertising?
Chapter 20, "Personal Selling and Sales Promotion"
1.
What are the primary purposes of personal selling?
2.
What types of products or services need/require personal selling?
Chapter 21, "Pricing Concepts"
1. What are some alternative pricing decisions that can be made for a product?
Discuss.
2. Why are the factors of pricing decisions so important to the final decisions
on price? Discuss.
2. Read Appendix C, Products (#1) and Price (#2) under Marketing Mix on page A-33,
and complete a marketing plan for these elements for submission.
3. Prepare a "Marketing Minute" and an "Article Analysis" and be prepared to present
in class.
13
Principles of Marketing and Sales: Student Guide
Asbury College
4. Refer to the "Internet Exercise and Resources" section on page 542 in the text.
What advertising is the LEGO Company attempting to achieve on its website?
Answer questions 1 and 2 on that page.
5. Read Case 19.2, "Harry Potter and the Power of PR" (p. 544), and answer
questions 1 and 3 under Questions for Discussion on page 544.
Week Five
1. Reread Pride and Ferrell, pages 41-46 of Chapter 2, and read Chapters 4, 8 and 22.
Complete written responses to the following study questions:
Chapter 2, pages 41-46
Why does an organization's intended strategy often differ from its realized
strategy?
Chapter 4, "Social Responsibility and Ethics in Marketing"
1.
What ethical standard would you apply to marketing and sales?
2.
What Scripture verse(s) would apply to the ethical standard you used?
Chapter 8, "E-Marketing and Customer Relationship Management"
1. Discuss interactivity and explain its significance.
2. Give an example of how this might be done with a company of your choice.
Discuss.
3. How can marketers exploit this characteristic to improve relations with
customers? Discuss.
4. Of the strategies discussed for using E-marketing in this chapter, select two
(2) websites and state why they will be effective. Discuss your position.
5. Give an example of a company of your choice and how they build customer
relationships through the use of technology.
Chapter 22, "Setting Prices"
1. Why must marketing objectives and pricing objectives be considered when
making pricing decisions?
2. Select a product of your choice and discuss how marketing objectives and
pricing objectives might be considered in arriving at the final price.
2. Read Appendix C, Distribution (#3) and Promotion (#4) under Marketing Mix on
page A-34, and complete a marketing plan for these elements for submission.
3. Prepare a "Marketing Minute" and an "Article Analysis" and be prepared to present
in class.
14
Principles of Marketing and Sales: Student Guide
Asbury College
4. Read Case 4.2, "On Doing Good at Ford Motor" (pp. 112-113), and answer
questions 1 and 3 under Questions for Discussion on page 113.
5. Read Video Case 8.1, "The Gnome Helps Fuel a Turnaround at Travelocity" (pp.
236-237), and answer questions 2 and 3 under Questions for Discussion on page
237.
EXHIBIT #1
15
Principles of Marketing and Sales: Student Guide
Asbury College
16
Principles of Marketing and Sales: Faculty Guide
EXHIBIT #2
Marketing Model
Mission Statement
Market/
Institutional
Research
16
Consumer
Needs
Marketing
Strategy
Market
Penetration
Market Dev.
Product Dev.
Diversification
Target
Market(s)
Marketing Mix
Marketing
Plan(s)
Marketing
Program
Product/
Service
Price
Place/ Distribution
Promotion
- Advertising
- Personal Selling
- Sales Promotion
- Publicity
Each
- Area
- Product
- Service
Organizational
Asbury College
Principles of Marketing and Sales: Student Guide
Asbury College
EXHIBIT #3
17
Principles of Marketing and Sales: Student Guide
Asbury College
EXHIBIT #4
Maslow's Hierarchy Scripture References (NIV)
"I have been crucified with Christ and I no longer live, but Christ lives in me. The life I live in
the body, I live by faith in the Son of God, who loved me and gave himself for me." —
Galatians 2:20
"Since, then, you have been raised with Christ, set your hearts on things above where Christ is
seated at the right hand of God. Set your minds on things above, not on earthly things. For
you died, and your life is now hidden with Christ in God. When Christ, who is your life,
appears, then you will also appear with him in glory." — Colossians 3:1-4
"If we died with him, we will also live with him." — 2 Timothy 2:11-12
"Then Jesus said to his disciples, 'If anyone would come after me, he must deny himself and
take up his cross and follow me. For whoever wants to save his life will lose it, but whoever
loses his life for me will find it. What good will it be for a man if he gains the whole world, yet
forfeits his soul.'" — Matthew 16:24-26
"He who speaks on his own does so to gain honor for himself, but he who works for the honor
of the one who sent him is a man of truth; there is nothing false about him." — John 7:18
"I am not seeking glory for myself; but there is one who seeks it, and he is the judge." — John
8:50
"No one can serve two masters. Either he will hate the one and love the other, or he will be
devoted to the one and despise the other. You cannot serve both God and Money. Therefore I
tell you, do not worry about your life, what you will eat or drink; or about your body, what you
will wear. Is not life more important than food, and the body more important than clothes?
Look at the birds of the air; they do not sow or reap or store away in barns, and yet your
heavenly Father feeds them. Are you not much more valuable than they? Who of you by
worrying can add a single hour to his life? And why do you worry about clothes? See how the
lilies of the field grow. They do not labor or spin. Yet I tell you that not even Solomon in all his
splendor was dressed like one of these. . . . So do not worry, saying, 'What shall we eat?' or
'What shall we drink?' or 'What shall we wear?' For the pagans run after all these things, and
your heavenly Father knows that you need them. But seek first his kingdom and his
righteousness, and all these things will be given to you as well." — Matthew 6:24-29, 31-33
"Do not be anxious about anything, but in everything, by prayer and petition, with
thanksgiving, present your requests to God." — Philippians 4:6
"And my God will meet all your needs according to his glorious riches in Christ Jesus."
Philippians 4:19
Exhibits #1–#4 used by permission of knowledge elements, inc.
18
—