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Today s Topic: The Marketing Function

Course Schedule. The Marketing Function (Lenovo)Sales

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Today s Topic: The Marketing Function

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    1. Today’s Topic: The Marketing Function What it is; why it matters; and how to make Marketing Mix decisions

    2. Course Schedule The Marketing Function (Lenovo) Sales & Sales Channels (GolfLogix) Internet-based Marketing (HubSpot) R&D: Product Development (Guidant) Operations (Crocs) Product Launch (Emotiv) Final Exam on Product Launch (Invisalign)

    3. Today’s Agenda Mid-course feedback survey results The marketing function and marketing mix decisions Return graded mid-term exams Developing a marketing plan: Lenovo – Building a Global Brand (case) Readings/assignment for next week: sales channels (GolfLogix case)

    4. Today’s Key Learnings Marketing roles and responsibilities The marketing mix Company and product positioning (with, against, content) Promoting a product (marketing communication)

    5. The Marketing Plan Executive Summary Table of Contents Summary of Current Situation Focused Assessment of Market Opportunity Financial and Marketing Goals Summary of Company’s Marketing Strategy Target Market Product/Service Positioning Distribution Price Promotion Marketing Budget (Monthly) Forecast Unit Sales and Revenues (Monthly) Plan to Monitor/Evaluate Action Plans by Period

    6. The Marketing Mix: C+4P

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