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MARKETING

MARKETING. Bob McDonald Area Coordinator of Marketing United Supermarkets Professor of Marketing. WHAT IS…?. MARKETING. Advertising. Commercials. ICONS. Branding. Retail. Infomercials. Sales. MARKETING. Sine Qua Non of Business “ Without This Nothing ”. MARKETING.

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MARKETING

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  1. MARKETING Bob McDonald Area Coordinator of Marketing United Supermarkets Professor of Marketing

  2. WHAT IS…? MARKETING

  3. Advertising

  4. Commercials

  5. ICONS

  6. Branding

  7. Retail

  8. Infomercials

  9. Sales

  10. MARKETING • Sine Qua Non of Business “Without This Nothing”

  11. MARKETING • Meeting customer needs • Exchange: Quid pro Quo (This for That) • Creating, Promoting & Delivering: • Goods & Services

  12. Where can marketing be used? • Traditional Businesses • Not-For-Profit Companies • Institutions • Social Organizations • Social Causes and Ideas • Politics • Sports and Entertainment

  13. Markets • All actual and potential customers • Can’t be all things to all people, so break up total market into segments • Each segment is comprised of people who are grouped by their similarity along some dimensions • Target the segment(s) that is most attractive

  14. Be sure segment is big enough.

  15. Understand the segments

  16. Use demographics & psychographics to create segments

  17. Market Segments and Positioning • Target Segments • Market research is critical to identify and understand target segment(s) • Position to be most attractive to target segment • Use Marketing Mix

  18. Marketing Mix: The Four Ps • Product • Price • Promotion • Place

  19. Product/Service

  20. Product • Benefits delivered to customers • Features • Size • Options • Packaging • Warranties • Service

  21. Price • Price can be an indicator of quality • Discounts • Bundling • Volume • Wholesale • Retail

  22. Promotion • Paid Advertising • What most people think • Personal Selling • B2B and B2C • Sales Promotion • Coupons, contests, events, sponsorship • Public Relations • Media, Stakeholders, Government

  23. Place AKA Distribution • Wholesaling • Retailing • Direct Marketing • Logistics

  24. Career Opportunities I • Strategy: Products, Markets • CEO, executive level decisions • Sales • Customer Interaction • B2B/B2C • Great place to start (70%); know customers • Advertising • Reaching target market • Choosing vehicles • Budgets

  25. Career Opportunities II • Public Relations • Deal with media and investors • Lobbying • Research • Need analytical skills • Surveys, test markets, scanner data • Product Design • product, package, label, logos

  26. Career Opportunities III • Brand Management • Responsible for entire brand • Supply Chain: shipping, wholesale, logistics • Need computer skills • Detail-oriented • Deadlines • Customer Service • Good people skills • Patience

  27. Career Opportunities IV • Purchasing and Materials Management • Negotiation • Computers/Organization • Events Planning • Trade shows and Conventions • Golf Tournaments • Database Management & Direct Marketing • Computer skills

  28. MARKETING COURSES • MKT 3350 Intro to Marketing • MKT 3351 Services Marketing • MKT 3352 Consumer Behavior • MKT 3353 Supply Chain Management • MKT 3356 Market Research & Analysis • MKT 4351 Personal Selling (Excellent Course!) • MKT 4354 Market Promotion • MKT 4358 International Marketing • MKT 4359 Sales Management(Excellent Course!) • MKT 4370 Logistics Management • MKT 4371 Logistics Analysis • MKT 4382 Internship in Marketing

  29. Global Supply Chain Concentration • Major Courses • MKT 3353 Supply Chain Management • MKT 4358 International Marketing • MKT 4370 Logistics Management • MKT 4371 Logistics Analysis • IB 4361 International Commerce* • Business Electives • Two Group A • One Group B * Pre-req MKT 4358

  30. Sales Concentration • Major Courses • MKT 3352 Consumer Behavior • MKT 4350 Personal Selling • MKT 4354 Market Promotion • MKT 4359 Sales Management • Business Electives • Three Group A • One Group B • Required Restricted Electives • ENGL 3365 Professional Report Writing or • COMS 3358 Business & Professional Communications

  31. Certificates Speak with your advisor for more information Energy Commerce/Sales Energy Commerce/Global Supply Chain Energy Commerce/International Business

  32. For more information about marketing: • The Marketing Association • http://tma.ba.ttu.edu/ • The American Marketing Association • www.marketingpower.com • See your advisor

  33. For copies of Slides • My web page: • http://bobmcdonald.ba.ttu.edu/

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