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Welcome to MT- 219
Marketing Seminar
Dear Students,
The Seminar will start promptly at the Schedule Time.
Remember that the system saves a transcript of everything in
the Chat, if you wish to talk among yourselves you may do
so, or you may use the Private Chat Option.
Dr. Nardi
Welcome to MT- 219
Marketing
………
The Marketing Environment and Marketing
Research
Unit 2- Seminar
Professor: Dr. Nardi
Seminar Ground Rules
 Start with person’s name, or Prof, or Dr. N., if
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responding to someone’s comment.
No name means response is to whole class.
When you have a question, ASK it.
Start your Question with // or ?? – examples: //What’s
for Lunch? Or ?? What do you mean?
You are welcome to respond, after the person asked has a
chance to answer.
When I ask to “move on”, end discussion on that topic.
Please do not use “private chat”
Agenda
 Review from last week
 Tonight:
 What is Marketing?
 Importance of Marketing.
 The Marketing Environment.
 Strategic Marketing.
 Marketing strategy
 Marketing Plan
 Marketing Management
 Marketing Offer, Concept and Orientation
 Marketing research
 Global Marketing – aka International Marketing
 Wrap Up
Review from Last Week
 The Syllabus
 Office Hours
 Expectations
 General
 Assignments & Seminars
 Q &A
 Marketing in Every Day Life
Unit 1
 How did it go?
 Time management?
 Questions : Grades
 Review?
 Seminar?
Microenvironmental Actors
 The organization itself
 Suppliers
 Marketing Intermediaries
 Competitors
 Publics
 Customers
Good Marketing is No Accident
Boston Beer
C o m p a n y,
maker of
S a m u e l
A d a m s ,
constantly
innovates
What is Marketing?
Marketing is an organizational function
and a set of processes for creating,
communicating, and delivering value
to customers and for managing
customer relationships
in ways that benefit the
organization and its stakeholders.
Importance of Marketing
 Many Years ago:
 Marketing was thought as an unimportant aspect of business
 Now, the realization that:
 Financial success often depends on marketing ability
Any Questions?
Advice for Businesses
“Change or Die”
The Firm or Organization
 Marketing impacts many areas of an organization
 Different functional areas and their capabilities go into
marketing planning
 All areas must realize the need to help in marketing efforts
Suppliers
 Provide the materials and resources that organizations
use to provide product
 Resources must be provided in a timely way at a cost and
quality level required for the product.
Marketing Intermediaries
 Assist the organization getting products to consumers
 Can be involved in a number of area, including physical
distribution, financing, marketing services and reselling
 Importance of developing strong relationships
Competitors
 Almost no one is free of competition
 Need to monitor competitive actions
 Need to develop a systematic approach to competitive
evaluation
Public
 Many times referred to as stakeholders
 Involve any group that may impact the development of an
organization’s strategies
 This is the reason why companies often need to be actively
engaged in public relations
Customers
 The entire rationale for an organization’s existence
 For most companies, this actor represents its sole source
of revenue
 There is a need to establish long-term relationships with
this group
The Macroenvironment
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Demographic environment
Economic environment
Natural environment
Technological environment
Political environment
Cultural environment
 Businesses are impacted by ALL of these forces.
Demographic Environment
 Demographics can differ significantly between markets
 Looks at:
 Aging of the population
 Changes in family structures
 How the population shifts geographically
 Higher levels of education
 Increased or decreased diversity
Population and Demographics
 Population growth
 Educational groups
 Population age mix
 Household patterns
 Ethnic markets
 Geographical shifts
Economic Environment
 Buying Power
disposable income
discretionary income
 Willingness to spend
 Economic conditions and business cycle
recession vs. expansion
Natural Environment
 Looks at the raw resources and natural world conditions that
help or hinder the firm
 Raw resources used in products may be in short supply or what
is supplied may be in surplus
 Things like climate, natural disasters and man-made disasters
can impact the organization
Natural Environment
Shortage of
raw materials
Increased
energy costs
Anti-pollution
pressures
Governmental
protections
Technological Forces
 Technology – the application of knowledge and tools to solve
problems and perform tasks more efficiently.
 most dramatic force today
 enables market fragmentation
 Not always digital and computer technology
Political Environment
 Political forces may include working with politicians, public
interest groups, unions, political groups.
 It also includes obeying laws and regulations that governments
might enact
 Depending on the size of the organization, it may need to
consider the local, county, state, national and international
political environment
Political-Legal Environment
Increase in
business legislation
Growth of special
interest groups
Cultural Environment
 Overall, a way of life
 Cultures have core and secondary beliefs and values
 Includes:
 How people view themselves
 How people view others
 How people view organizations and other structures in society
 How people view nature and the universe
Social-Cultural Environment
Views of themselves
Views of others
Views of organizations
Views of society
Views of nature
Views of the universe
Marketing Environment
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Competitive forces
Economic forces
Political forces
Legal and Regulatory forces
Technological forces
Sociocultural forces
 Businesses are impacted by ALL of these forces.
Any Questions?
Strategic Planning
 The process of establishing an organizational mission and
formulating goals, corporate strategy, marketing objectives,
marketing strategy, and a marketing plan.
Marketing Strategy
A plan of action for identifying and analyzing
a target market and developing a marketing
mix to meet the needs of that market.
Marketing-Mix Strategy
Marketing Plan
 A written document that specifies that activities to be
performed to implement and control an organization’s
marketing activities.
Marketing Managers Decisions…
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They must make decisions that respond to question such
as:
1.
2.
3.
4.
- What features to design into a new product?
- What prices to offer customers?
- Where to sell the products?
Among many others..
What is Marketing???????
What is Marketing?
Marketing is “Meeting needs
and Creating a Relationship Profitably”
What is Marketed?
Goods
Services
Events & Experiences
Persons
Places & Properties
Organizations
Information
Ideas
Marketing Ideas:
Friends Don’t Let Friends
Drive Drunk
The Ad reads:
This is the watch
Stephen Hollingshead, Jr.
was wearing when he
encountered a drunk driver.
Time of death 6:55 p.m.
The marketplace isn’t what it used to be…
Changing technology
Globalization
Deregulation
Privatization
Empowerment
Customization
Convergence
Disintermediation
4Ps and 4Cs
 Product
 Customer Solution
 Place
 Convenience
 Price
 Customer Cost
 Promotion
 Communication
Any Questions?
The importance of marketing research
 Enables marketers to understand consumers and meet their
needs
 Is the connection between marketers and consumers in many
ways
Marketing Research Process
 Defining the problem
 Designing the research plan
 Collecting data
 Interpreting the findings from the data
 Reporting findings in a timely manner
Secondary Data
 Advantages
readily available
less expensive
less time consuming
 Disadvantages
May be old
May not be in form required
May be incorrect
Primary Data Collection Approaches
 Observation
 Survey
 Experiment
Need to Assure Reliability and Validity as much as possible
Sampling – from a population
 Probability – random, stratified, cluster sampling
 Non probability – quota, convenience, judgment
 Census- a complete count of the population
Basic Contact Methods
 Mail
 Telephone
 Online
 Personal Interview
Questionnaire Construction – open ended vs. closed ended
Marketing Considerations
 Marketers must consider
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the economy
demographic changes
social and cultural changes
technological changes
the natural environment has an impact
politics and laws
Any Questions?
Marketing Shoptalk Discussion:
Does Marketing
Creates or Satisfy Needs ?
Create or Satisfy Needs?
 Creates
 Not all consumers have the same
needs & Wants
 Media exposure --> to different
wants and needs : GO TO HAVE
IT
 Marketing efforts --> Increase
peer pressure
 Individual freedom to choose is
weaken.
 Satisfy
 Marketing merely reflects the
needs and wants of society.
 Internet = Offers consumers
Greater Freedom
 Consumers can do more
informed decisions.
 Perception of Marketing
Influence --> discounts
individual’s responsibility
Any Questions?
Wrap Up
Key Points
Key Terms
 Regular scanning of the
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marketing environment allows
the firm to better identify
threats and opportunities to the
business.
 Correctly designed and
executed, marketing research
can add a lot of value to the
marketing decision process.
 Well designed marketing
research is developed and
executed using a formalized,
logical process.
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Demography
Environmental sustainability
Macroenvironment
Marketing environment
Marketing intermediaries
Microenvironment
Causal research
Customer relationship management (CRM)
Descriptive research
Exploratory research
Marketing information system (MIS)
Marketing research
Primary data
Sample
Secondary data
Wrap Up
 Projects: Do not Forget your Title Page & File Name.
 Diaz_Unit1.doc
 Discussion:
 Remember – Minimum requirements: 1 Answer AND 2 Peer to Peer Comments per
Question. Post on 3 separate days and the primary response post by Saturday.
 Answer all Sub-questions & cover all Points in the Question
 Remember you have assignments due this week.
 Discussion, Review (quiz) and Written assignment (project)
 Due on Tuesday by 11:59 PM E.T.
Next Seminar
 Consumer Behavior
 Including Businesses as Consumers
 Customer & Value
 For the next seminar think about:
 What Influences your Purchasing Behavior?
 Are business and individuals affected by the same factors?
Any Questions?
You can contact me:
1) through my email: [email protected] ,
2) through AOL Instant Messaging
my AOL IM name is nknardi,
(put me on your buddy list)
3) through Second Life (email me to request my
user name if you use SL)
4) through the Live Chat Post in the Classroom
5) or through the “Instructor’s Office” link under
the Course Home page
My “Office Hours” for this term are as follow:
__________________________
THANK YOU
FOR
ATTENDING
SEE YOU IN THE DISCUSSION
THREAD QUESTIONS
AND IN NEXT WEEK’S
SEMINAR
Instructor’s suggestions for Unit 2
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Readings: Chapter 3 & 4 (eBook)
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Discussion
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Graded Assignment
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More than one person can select a brand.
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Select the brand you want to do your Research Projects on. Then, do some research and provide the following:
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1.Your brand and why you selected it.
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2. Provide two references in APA format. These can be from the internet, the Kaplan Library or another published
source.
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3. An interesting fact that you found out while you were doing your research.
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While this is not the only research that you will have to do for your final paper, it will give you a little experience
with some basic research.
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1 Response & 2 peer to peer comments.
Post on 3 separate days. (for full points).
Primary Post must be posted by Saturday (for full points).
Brands
 Goods
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Green Depot
Patagonia Clothes
Swatch Watches
Goya Foods
Delta Faucets
Barilla Foods
Editorial Planeta
Acer computer
 Travel Services
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Shangri-La Hotels and Resorts
Trafalgar Tours
Sandals Resorts
Singapore Airlines
Choice Hotels
 Music Groups and Celebrities
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Lady Gaga
Jay-Z
Celien Dion
Shakira
Josh Groban
Sonu Nigaam or Sonu Nigam
2PM
Westlife
 Organizations
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LPGA
NASCAR
Metropolitan Opera
FIFA (or any of their teams)
Doctors without Borders
UNICEF
The Louvre
Instructor’s suggestions for Unit 2
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Review
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Read the Unit’s readings Before answering.
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Graded Assignment
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Multiple choice
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15 Questions
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This Review is only available until the end of this unit (Unit 2).
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This Review is not timed.
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You can enter and exit the Review as many times as you like before the Unit is finished. Be sure to save your work
before you exit the Review.
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When you are ready, you may submit your final Review.
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Based on the readings for Chapter 4 only.
Project: TOMS
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Graded Assignment.
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Download the template. Review it.
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Review questions:
 1) Identify which forces from the marketing environment impact TOMS Shoes
 2) Describe how the six factors in the microenvironment impact the way TOMS Shoes operates.
 3) Describe how the six factors in the macroenvironment impact the way TOMS Shoes operates
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Read the Unit’s readings– Take notes
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Watch the TOMS Video – Take notes. (~ 6 minutes)
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Read about the company (Section 3.1 in Chapter 3). Take notes.
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APA, Double space, Title page/cover page, 3 pages content.
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Double check:
 Write your responses in complete sentences; provide specific examples when applicable. As with all material
you submit to your instructor, check for correct spelling, grammar, punctuation, mechanics, and usage. Make
sure to provide citations and references that you use in writing up the responses. Make sure to use the
concepts you have learned from the text and that you have answered the questions thoroughly.

Submit to the Dropbox.
Instructor’s suggestions for Unit 3
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Readings: Chapter 5 (eBook)
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Review
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Discussion
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Read the Unit’s readings Before answering.
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Graded Assignment
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Graded Assignment
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Exploring Consumer Behavior
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Multiple choice
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Go to Toyota’s website and examine their complete
product offering.
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15 Questions
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This Review is only available until the end of this unit
(Unit 3).

This Review is not timed.

You can enter and exit the Review as many times as
you like before the Unit is finished. Be sure to save
your work before you exit the Review.

When you are ready, you may submit your final
Review.
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Based on your Unit 3 readings (chapter 5)
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Age and lifecycle changes have a dramatic impact on
the many and type of products we purchase and
consume.
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Consider and answer the following:
How has Toyota tried to reach consumers of all ages and
stages of the lifecycle?
2. For you: Which Toyota vehicle seems to be the most
relevant to your needs?
3. Select three cultural, social personal and psychological
characteristics (shown in Chapter 5, Figure 5.2) which
were discussed in Chapter 5 and explain why they would
have an impact on why the vehicle is most relevant to your
needs.
1.
1 Response & 2 peer to peer comments.
Post on 3 separate days. (for full points).
Primary Response posted by Saturday (for full points).
Project: Finagle a Bagel
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Graded Assignment.
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Download the template. Review it.
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Review questions:
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1.
Describe TOMS' marketing mix.
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2.
Identify which forces from the marketing environment impact Finagle A Bagel.
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3.
Describe how the six forces in the marketing environment impact the way Finagle A Bagel operates. NOTE: Address each factor separately and
in the order they are presented in the e-text.
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Read the Unit’s readings –Take notes
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Watch the TOMS Video – Take notes.
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Read about the company (back on Unit 1, Pgs: 20-22). Take notes.
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APA, Double space, Title page/cover page, 3 pages content.

Double check:
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Write your responses in complete sentences; provide specific examples when applicable. As with all material you submit to your instructor, check for
correct spelling, grammar, punctuation, mechanics, and usage. Make sure to provide citations and references that you use in writing up the responses.
Make sure to use the concepts you have learned from the text and that you have answered the questions thoroughly.
Submit to the Dropbox.
Any Questions?
Thank you for attending!
See you next week!