MARKETING Bob McDonald Area Coordinator of Marketing United Supermarkets Professor of Marketing.
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MARKETING
Bob McDonaldBob McDonaldArea Coordinator of MarketingArea Coordinator of Marketing
United Supermarkets Professor of MarketingUnited Supermarkets Professor of Marketing
WHAT IS…?
MARKETINGMARKETING
Advertising
Commercials
ICONS
Branding
Retail
Infomercials
Sales
MARKETING
Sine Qua NonSine Qua Non of Business of Business
““Without This NothingWithout This Nothing””
MARKETING
Meeting customer needsMeeting customer needs
ExchangeExchange: Quid pro Quo (This for That): Quid pro Quo (This for That)
Creating, Promoting & Delivering:Creating, Promoting & Delivering: Goods & ServicesGoods & Services
Where can marketing be used?
Traditional BusinessesTraditional Businesses Not-For-Profit CompaniesNot-For-Profit Companies InstitutionsInstitutions Social OrganizationsSocial Organizations Social Causes and IdeasSocial Causes and Ideas PoliticsPolitics Sports and EntertainmentSports and Entertainment
Markets
All actual and potential All actual and potential customerscustomers
Can’t be all things to all people, so break up Can’t be all things to all people, so break up total market into segmentstotal market into segments
Each segment is comprised of Each segment is comprised of people who people who are grouped by their similarityare grouped by their similarity along some along some dimensionsdimensions
Target the segment(s) that is most attractiveTarget the segment(s) that is most attractive
Be sure segment is big enough.
Understand the segments
Use demographics & psychographics to create segments
Market Segments and Positioning Target SegmentsTarget Segments
Market research is critical to identify and Market research is critical to identify and understand target segment(s)understand target segment(s)
PositionPosition to be most attractive to target to be most attractive to target segment segment Use Marketing MixUse Marketing Mix
Marketing Mix: The Four Ps
ProductProduct PricePrice PromotionPromotion PlacePlace
Product/Service
Product
BenefitsBenefits delivered to customers delivered to customers FeaturesFeatures SizeSize OptionsOptions PackagingPackaging WarrantiesWarranties ServiceService
Price
Price can be an indicator of qualityPrice can be an indicator of quality DiscountsDiscounts BundlingBundling VolumeVolume WholesaleWholesale RetailRetail
Promotion
PPaid Advertisingaid Advertising What most people thinkWhat most people think
PPersonal Sellingersonal Selling B2B and B2CB2B and B2C
Sales Sales PPromotionromotion Coupons, contests, events, sponsorshipCoupons, contests, events, sponsorship
PPublic Relationsublic Relations Media, Stakeholders, GovernmentMedia, Stakeholders, Government
Place AKA Distribution
WholesalingWholesaling RetailingRetailing Direct MarketingDirect Marketing LogisticsLogistics
Career Opportunities I Strategy: Products, MarketsStrategy: Products, Markets
CEO, executive level decisionsCEO, executive level decisions
SalesSales Customer Interaction Customer Interaction B2B/B2CB2B/B2C Great place to start (70%); know customersGreat place to start (70%); know customers
AdvertisingAdvertising Reaching target marketReaching target market Choosing vehiclesChoosing vehicles BudgetsBudgets
Career Opportunities II Public Relations Public Relations
Deal with media and investorsDeal with media and investors LobbyingLobbying
ResearchResearch Need analytical skillsNeed analytical skills Surveys, test markets, scanner dataSurveys, test markets, scanner data
Product Design Product Design product, package, label, logosproduct, package, label, logos
Career Opportunities III
Brand ManagementBrand Management Responsible for entire brandResponsible for entire brand
Supply Chain: shipping, wholesale, Supply Chain: shipping, wholesale, logisticslogistics Need computer skillsNeed computer skills Detail-orientedDetail-oriented DeadlinesDeadlines
Customer ServiceCustomer Service Good people skillsGood people skills PatiencePatience
Career Opportunities IV
Purchasing and Materials ManagementPurchasing and Materials Management NegotiationNegotiation Computers/OrganizationComputers/Organization
Events PlanningEvents Planning Trade shows and ConventionsTrade shows and Conventions Golf TournamentsGolf Tournaments
Database Management & Direct MarketingDatabase Management & Direct Marketing Computer skillsComputer skills
MARKETING COURSES MKT 3350 Intro to MarketingMKT 3350 Intro to Marketing MKT 3351 Services MarketingMKT 3351 Services Marketing MKT 3352 Consumer BehaviorMKT 3352 Consumer Behavior MKT 3353 Supply Chain ManagementMKT 3353 Supply Chain Management MKT 3356 Market Research & AnalysisMKT 3356 Market Research & Analysis MKT 4351 Personal Selling MKT 4351 Personal Selling (Excellent Course!)(Excellent Course!) MKT 4354 Market PromotionMKT 4354 Market Promotion MKT 4358 International MarketingMKT 4358 International Marketing MKT 4359 Sales ManagementMKT 4359 Sales Management (Excellent Course!)(Excellent Course!) MKT 4370 Logistics ManagementMKT 4370 Logistics Management MKT 4371 Logistics AnalysisMKT 4371 Logistics Analysis MKT 4382 Internship in MarketingMKT 4382 Internship in Marketing
Global Supply Chain Concentration
Major CoursesMajor Courses MKT 3353 Supply Chain ManagementMKT 3353 Supply Chain Management MKT 4358 International MarketingMKT 4358 International Marketing MKT 4370 Logistics ManagementMKT 4370 Logistics Management MKT 4371 Logistics AnalysisMKT 4371 Logistics Analysis IB 4361 International Commerce*IB 4361 International Commerce*
Business ElectivesBusiness Electives Two Group ATwo Group A One Group BOne Group B
* Pre-req MKT 4358
Sales Concentration
Major CoursesMajor Courses MKT 3352 Consumer BehaviorMKT 3352 Consumer Behavior MKT 4350 Personal SellingMKT 4350 Personal Selling MKT 4354 Market PromotionMKT 4354 Market Promotion MKT 4359 Sales ManagementMKT 4359 Sales Management
Business ElectivesBusiness Electives Three Group AThree Group A One Group BOne Group B
Required Restricted ElectivesRequired Restricted Electives ENGL 3365 Professional Report Writing orENGL 3365 Professional Report Writing or COMS 3358 Business & Professional CommunicationsCOMS 3358 Business & Professional Communications
Certificates
Energy Commerce/SalesEnergy Commerce/Sales
Energy Commerce/Global Supply ChainEnergy Commerce/Global Supply Chain
Energy Commerce/International BusinessEnergy Commerce/International Business
Speak with your advisor for more information
For more information about marketing:
The Marketing AssociationThe Marketing Associationhttp://tma.ba.ttu.edu/
The American Marketing AssociationThe American Marketing Association www.marketingpower.comwww.marketingpower.com
See your advisorSee your advisor
For copies of Slides
My web page:My web page:http://bobmcdonald.ba.ttu.edu/
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