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Spring 2009
Professor Kelley
CALIFORNIA STATE UNIVERSITY, SACRAMENTO
College of Business Administration
MKTG 101 – Principles of Marketing
Course Outline
INSTRUCTOR:
OFFICE:
PHONE:
E-Mail:
WEB SITE:
OFFICE HOURS:
Professor Kelley
Tahoe 2019
278-7199
[email protected]
www.csus.edu/indiv/k/kelleyca
FS 8:30-8:50 a.m., 1:15-1:45 p.m.
RECOMMENDED MATERIALS
Principles of marketing: An applied, collaborative learning approach by Lexis Higgins
(available on my web site)
Essentials of Marketing, Lamb, Hair and McDaniel, 5th edition, 2006, Thompson Learning
(available in the reserve book room)
Course Objectives:
1.
2.
3.
4.
5.
6.
7.
To develop the students' understanding of marketing's role in the American
economy, the world economy, and in the individual firm or nonprofit
organization.
To stress the importance of the customer, and to show the vital need for a
customer orientation on the part of all employees of an organization.
To understand the relationships among marketing and other business functions,
the government, and society.
To have students critically evaluate and apply marketing concepts and principles
to goods, services, ideas, people and places.
To provide students with the foundation of marketing concepts and principles
needed for advanced marketing classes.
To help students become more sophisticated consumers.
To identify career opportunities in various areas of marketing.
Opportunities:
There will be four opportunities (examinations) and they represent 80% of your grade.
Opportunity questions will be essay. You will access the opportunities on my web site
beginning at 1:00 p.m. on the date of the Opportunity. You must email your answers to
me by 2:30 p.m. on the date of the Opportunity. Ten points will be deducted from
answers received by 2:35 p.m. on the date of the Opportunity. Twenty-five points
will be deducted from answers received by 2:40 p.m. on the date of the Opportunity.
Answers received after 2:45 p.m. on the date of the Opportunity will not be
accepted. Questions will be drawn from lecture. I will distribute on my web site a list of
sample essay questions one week prior to each Opportunity. The Opportunities are open
book and note. Each opportunity will have the same weight regardless of the number of
questions. Opportunities must be taken from 1:00-2:30 p.m. on the day that they are
scheduled. NO MAKE UP OPPORTUNITIES WILL BE GIVEN REGARDLESS
OF THE REASON.
Individual Written Assignments:
There will be five written assignments. Assignments must be typewritten and are limited
to a maximum of four, single-spaced pages. I will stop reading your assignment after the
fourth grammatical error. The assignments are 20% of your grade. The assignments must
be submitted no later than 12:35 p.m. on the day that the assignment is due. You may
email your assignments to me but I must receive your email by 12:30 p.m. on the day that
the assignment is due. LATE ASSIGNMENTS WILL NOT BE ACCEPTED
UNLESS YOU HAVE A DOCUMENTED SERIOUS AND COMPELLING
REASON SUCH AS AN ILL CHILD, CAR ACCIDENT OR DEATH OF A
CLOSE RELATIVE. The assignments are as follows:
1.
2.
3.
4.
5.
Select a brand or company and evaluate its marketing. In your opinion, is the
marketing of the brand or company effective? (Be sure to explain your meaning of
effective). Why or why not? What changes in the marketing of the brand or
company would you recommend?
Keep a journal of what you purchased during the week of February 20th-26th.
Record what you purchased, why you made each purchase, how you made the
purchase, and where you made the purchase. Record the thought process you
went through to make each purchase.
Select a product. Identify at least three competitive brands for that product.
Indicate how and why each brand is targeted in a particular market segment.
Select five retailer web sites. Evaluate each web site in terms of ease of
navigation, contact information, ability to place an order, and the ability to search
for information. What suggestions do you have for improving each web site?
Select any advertisement. What audience is being targeted by the advertisement?
In your opinion, is the advertisement effective? (Be sure to explain your meaning
of effective). Why or why not?
Grading:
Grades will be based on four opportunity scores and five written assignments.
Grades will be assigned according to the following scale. I round up all decimal points to
the next full percentage.
100% - 92%
91% - 90%
89% - 88%
87% - 82%
81% - 80%
79% - 78%
77% - 72%
71% - 70%
69% - 68%
67% - 62%
61% - 60%
59% - 0%
A
AB+
B
BC+
C
CD+
D
DF
Cheating:
The class will be conducted on the honor system. Students caught cheating will receive
an immediately F for the course. Cheating includes copying examination answers or
plagiarism of another student’s Internet assignment. Plagiarism is the copying of
someone’s work without giving them credit.
Tentative Schedule:
Date
January 30
Topic
What is Marketing?
Assignment
L, H and Mc. Chapter 1
Higgins Chapter 1-2
February 6
Marketing Environment
Global Marketing
L, H and Mc. Chapter 2
L, H and Mc. Chapter 3,
Higgins Chapter 12
Global Marketing
Assessment Test
February 13
First Opportunity
February 20
Consumer Behavior
L, H and Mc. Chapters 4-5
Higgins Chapter 4
Date
February 27
March 6
Topic
First Assignment Due
Market Segmentation
Second Assignment Due
Marketing Research
March 13
Second Opportunity
March 20
Product Decisions
March 27
Third Assignment Due
Marketing Channels
April 10
Third Opportunity
April 17
Fourth Assignment Due
Promotion Decisions
April 24
Fifth Assignment due
Pricing Decisions
May 1
Fourth Opportunity
May 8
End class
Assignment
L, H and Mc. Chapter 6
Higgins Chapter 3
L, H and Mc. Chapter 7,
Higgins Chapter 5
L, H and Mc. Chapter 8-9
Higgins Chapter 6
L, H and Mc. Chapter 10-11
Higgins Chapter 9
L, H and Mc. Chapters 12-13
Higgins Chapter 10
L, H and Mc. Chapter 14
Higgins Chapter 8
Changes to this tentative schedule will be announced in advance.
MKTG 101
Course Learning Objectives
Marketing Concept
1. Define marketing, exchange and marketing strategy.
2. Compare and contrast the production-orientation, selling-orientation and marketingorientation philosophies.
3. Compare and contrast the marketing orientation and the societal marketing orientation
using examples to demonstrate your understanding of the two concepts.
4. Describe the essence of relationship marketing and indicate how organizations
practice it.
5. Describe at least three criticisms of marketing.
6. Illustrate with an example how organizations utilize marketing ethics to be more
competitive and profitable.
Strategic Planning, Marketing Management and Evaluation
1.
2.
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10.
Explain environmental monitoring and how it fits in the management of
marketing activities.
Define the characteristics of the demographic, economic, social and cultural,
political and legal, and technological environments.
Illustrate how organizations adjust their marketing strategy when changes occur in
the demographic, economic, social and cultural, political and legal, and
technological environments.
Distinguish between a marketing strategy and a marketing tactic.
Illustrate a process of strategic marketing planning.
Define differential advantage and illustrate how it influences a marketing strategy.
Define the marketing mix.
Compare and contrast marketing strategies in nonprofit and profit organizations,
and give an example for each.
Illustrate the functional, geographic, product and product/matrix methods of
organizing the marketing function within an organization.
Define marketing audit and describe how and when one is conducted.
Marketing Research
1.
2.
3.
Define marketing research and discuss its purpose, uses, advantages,
disadvantages, who uses it, and when it is used.
Discuss the advantages and disadvantages of primary and secondary data in terms
of time, cost, and quality of data.
Compare and contrast the three major types of marketing research-exploratory,
descriptive, and causal research in terms of purpose, how they are conducted, kind
of data they produce and methodologies they use.
4.
5.
Discuss the advantages and disadvantages of mail, telephone, and interviews in
terms of cost, time, response rate, potential sample bias, response bias and ability
to target a market for a sample.
Illustrate the steps that are used to design and implement a market research study.
Consumer Decision Making
1.
2.
3.
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5.
Define social class, discuss how social class can be used for market segmentation,
and give examples of marketers using social class in their marketing strategy.
Define reference group and illustrate how it influences consumer purchase
behavior.
Compare and contrast at least three models that explain consumer behavior (e.g.,
learning model, Maslow's Hierarchy of Needs)
Define the concept of involvement and illustrate how it shapes buyer behavior.
Explain need recognition and describe some factors that affect it.
Organizational Decision Making
1.
2.
3.
Compare and contrast the characteristics of consumer market and the business-tobusiness market.
Define the straight rebuy, modified rebuy and new-task purchase.
Define derived demand and illustrate how it influences a marketing strategy.
Market Segmentation and Product Positioning
1.
2.
3.
4.
Define market segmentation, target market and product positioning.
Compare and contrast benefit, psychographic and geographic, segmentation and
identify at least one product that is segmented based on that variable.
Compare and contrast the three major market coverage strategies:
undifferentiated, differentiated and concentrated, and give an example of a
product that is sold with each of these strategies.
Compare and contrast positioning by attributes, application, and use.
Product/Service Decisions
1.
2.
3.
4.
5.
Define and give one example of consumer goods, industrial goods, convenience
goods, shopping goods, specialty goods and unsought goods.
Discuss the differences between a manufacturer's brand, private brand and generic
branding strategies, and identify a product example for each.
Define what is meant by brand extension, discuss the advantages and
disadvantages of brand extensions, and identify at least three brand extensions.
Define brand, brand name, brand mark, trademark, servicemark, tradename, and
illustrate with at least one example of each.
Define product line depth and width, and illustrate each with at least one example.
6.
7.
8.
9.
10.
Draw a product life cycle, identify its major stages, and discuss strategies relating
to the marketing mix at each stage of the product life cycle.
Compare and contrast the characteristics of goods and services in terms of
tangibility, perishability, separability and degree of standardization.
Identify a process for developing and bring new products to market.
Define the consumer adoption process and how it relates to new product
development.
Identify at least one example of four functions of packaging (convenience,
protection, promotion and acceptance from the trade)
Pricing Decisions
1.
2.
3.
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6.
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8.
Define "price."
When given fixed and variable costs, calculate cost per unit.
Compare and contrast pure competition, monopolistic competition, oligopolistic
competition, and pure monopolies in terms of their implications for pricing
strategies.
Define price elasticity, then draw three demand curves, each representing elastic,
unitary, and inelastic demand.
Calculate price, unit cost, or % mark-up when given information on only two of
the three.
Define break-even point, and calculate a break-even point when given information
about fixed costs, variable costs, and price.
Compare and contrast market skimming and market penetration as pricing
strategies in terms of their effects on profit margin, brand image and positioning
and competition.
Compare and contrast quantity, trade, cash, seasonal and a promotional allowance
discounts, and identify an example of each.
Distribution Decisions
1.
2.
3.
4.
5.
Define channels of distribution, and describe the functions performed by
intermediaries in terms of (a) marketing communication, (b) inventory
management, (c) physical distribution, and (d) product positioning and give and
example of each.
Compare and contrast agent, broker, dealer, distributor, retailer, wholesaler, and
give an example for each.
Draw four different channels of distribution for consumer goods, identifying the
producer, wholesaler, consumer, agent and/or retailer.
Discuss the advantages and disadvantages of the three forms of vertical marketing
systems (corporate, contractual, administered), and give an example of each.
Describe the differences between intensive, selective, and exclusive market
coverage strategies in terms of the effect on brand image, profit margin, sales
volume, and give an example of each.
6.
7.
8.
9.
Describe the major types of power relationships (reward, coercive, referent,
expert, legitimate) that exist in a channel of distribution.
Compare and contrast the major modes of transportation.
Distinguish physical distribution from channels of distribution.
Compare and contrast direct marketing, online marketing and marketing through
intermediaries.
Promotion Decisions
1.
2.
3.
4.
5.
Compare and contrast primary and secondary demand, and give an example of
promotions designed to stimulate each type of demand.
Describe the AIDA model and discuss how different types of promotion can be
used to elicit varying consumer responses within the context of the AIDA model.
Compare and contrast the major elements of the promotion mix (advertising,
personal selling, sales promotion, publicity) in terms of their ability to reach
customers, cost, flexibility, exposure time, cost per contact, ability for immediate
feedback, ability to stimulate short or long-term demand, and believability by
consumers.
Discuss the advantages and disadvantages of developing a promotional budget
based on: percentage of sales, competition, affordability and objective-task.
Define integrated marketing communications and give an example of it.
International Marketing
1.
2.
3.
4.
Compare and contrast exporting, contract manufacturing and joint venture as
methods of organizing an international marketing effort, and identify one example
of each.
Illustrate how social customers, language differences and level of education
impact marketing strategies in foreign countries.
Describe how different kinds of trade barriers (tariffs, import quotas and local
content laws) impact marketing strategies in foreign countries.
Compare and contrast standardization and adoption strategies in operating in a
global marketplace.