...COURSE DESCRIPTION Introduces basic marketing principles and concepts. Emphasis is placed on the development of marketing strategy and the major components of the marketing mix (product, price, promotion, and distribution). Reviews the critical environmental factors of markets, domestic and international, and customer behavior characteristics that affect marketing operations. Highlights the integration of marketing with other functions in a business organization. INSTRUCTIONAL MATERIALS Required Resources Pride, W. M., & Ferrel, O. C. (2013). Foundations of marketing (5th ed.). Mason, OH: South-Western Cengage Learning. Supplemental Resources A comprehensive list of supplemental resources is located at the end of the course guide. COURSE LEARNING OUTCOMES 1. Identify the key concepts of marketing and its function in society. 2. Explain the fundamentals of marketing, including product, price, distribution, and promotion in a global environment. 3. Determine the marketing planning process, market segmentation, and the development of the key elements of a marketing strategy. 4. Identify ethical issues involved in marketing. 5. Understand customer relationship management. 6. Determine the elements of marketing research. 7. Determine the factors affecting the behavior of consumers and commercial / organizational buyers. 8. Understand the key elements of business marketing, including product, price, distribution, and promotion. 9...
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...Introduction: E-marketing means using digital technologies to help sell your goods or services. These technologies are a valuable complement to traditional marketing methods whatever the size of your company or your business model. The basics of marketing remain the same - creating a strategy to deliver the right messages to the right people. What has changed is the number of options you have. Though businesses will continue to make use of traditional marketing methods, such as advertising, direct mail and PR, e-marketing adds a whole new element to the marketing mix. Many businesses are producing great results with e-marketing and its flexible and cost-effective nature makes it particularly suitable for small businesses. This guide describes how to develop an e-marketing plan and provides guidance on implementing that plan and monitoring its effectE-business has transformed the way companies function in today's economic marketplace. The technological advances of the past few decades have given businesses the ability to grow and expand beyond their local market. The Internet allows small businesses to reach national or global consumers with their products and services, increasing their sales and profits. Along with these advantages come some disadvantages, creating higher levels of economic challenges not previously seen. The field of entrepreneurship is widely represented on the Internet through small and large companies that perform their entire operations, or a large portion...
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...The Elements of Marketing Mix H-E-B refers to Here Everything is Better. H-E-B is one of the largest food chains in the United States. The company is family business. The company opens its first supermarket in 1950s. In 2008 the company has more than 307 stores in Texas and Northern Mexico. Decision business makers have a wide variety of decision- making to choose from, depends on what the company needs and what work best for the company. The elements of the marketing mix, the development of the organization’s marketing strategy and tactics and how these elements are implemented plays an important role in the success of the organization. Describe how each of the four elements of the marketing mix affects the development of the organization’s marketing strategy and tactics. Developing strategic plan is not only for big organization, small businesses can also benefit from that. Marketing strategy is about business revenue goals. Marketing strategy plan specify the target market. In this section the business set goals and high –level strategies. Organizations use marketing mix to help achieve these goals. Marketing strategy specifies these particular target customers. Marketing mix helps to achieve those particular targets. In product section, companies have specific description of the product or the service they will provide or sell. A good description of the products helps the customer to understand the product or the service. ...
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...NEW SOUTH WALES Australian School of Business School of Marketing MARK1012: Marketing Fundamentals Final Examination Session 2, 2012 Instructions: (Please read these instructions carefully) This examination paper consists of THREE sections: Section A (Fill in the gaps); Section B (Short essay questions) and Section C (Multiple choice questions). It has SEVENTEEN (17) printed pages excluding this page. Printing is double sided, check each page carefully. You have two [2] hours to complete this examination plus 10 minutes reading time. Read all the questions carefully and answer all questions as instructed. Questions must be answered in ink. Write all your MULTIPLE CHOICE answers (SECTION C) in the Generalised Answer Sheet provided. Note that there are 50 (FIFTY) Multiple Choice Questions. Print your full name and Student number {z… } on the first page of each book and sign Use of UNSW approved calculators is permitted. No other material is to be taken into the examination room. This paper accounts for 40% of your course grade (However, it is marked out of 100). You may NOT retain this paper. SECTION A: FILL IN THE GAPS (9x2= 18 marks) (Please write your answer in the gaps provided in each statement) Each of the nine (9) statements below focuses on a specific marketing concept/tool/idea. Fill in the gaps using the appropriate word/phrase ...
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...commerce. In order for the marketing student to grasp the complexities of these issues in the real business world, each student will be assigned to a special project group that will design and create an integrated Ecommerce business plan for a newly developed online company. Each team will be assigned a specific type of online business model. Project Concept: Each special project group will function as a marketing design team that will meet on several occasions to determine project requirements. Each group will be responsible for creating the appropriate Ecommerce business model, as part of the integrated Ecommerce marketing plan. Strategic market planning is a process directed towards making decisions with tomorrow in mind. As such, strategic market planning is a means of preparing for future decisions so that a firm can rapidly and economically, start and move forward with as little disruption to the business as possible. Proper strategic market planning can provide considerable benefits to start up firms, especially those firms requiring substantial financial backing or are involved in highly turbulent or changing environments online. Proper strategic market planning can act as a road map to guide long term plans, assist in strategy implementation, and encourage better use of resources. Project Criteria: Each team will develop an appropriate business model for a startup company in the online marketplace. Review current academic, business, marketing, consumer and technology...
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...Write a marketing plan |Version no and date | | Business details |Name of business owner | | |Name of business | | |Business address | | |Post code | |Telephone | | |Home address | | |Post code | |Home telephone | | |Date business commenced | | |Legal status | ...
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...CONFIRMING PAGES PART SIX Country Notebook THE COUNTRY NOTEBOOKA GUIDE FOR DEVELOPING A MARKETING PLAN TH E CO UN TRY N O TEB O O K O U T LI N E Cultural Analysis Economic Analysis Market Audit and Competitive Market Analysis Preliminary Marketing Plan cat2994X_cn_579-588.indd 579 8/3/10 2:44 PM CONFIRMING PAGES 580 Part 6 Supplementary Material The first stage in the planning process is a preliminary country analysis. The marketer needs basic information to evaluate a country market’s potential, identify problems that would eliminate a country from further consideration, identify aspects of the country’s environment that need further study, evaluate the components of the marketing mix for possible adaptation, and develop a strategic marketing plan. One further use of the information collected in the preliminary analysis is as a basis for a country notebook. Many companies, large and small, have a country notebook for each country in which they do business. The country notebook contains information a marketer should be aware of when making decisions involving a specific country market. As new information is collected, the country notebook is continually updated by the country or product manager. Whenever a marketing decision is made involving a country, the country notebook is the first database consulted. New-product introductions, changes in advertising programs, and other marketing program decisions begin with the country notebook...
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...Marketing Management, 14e (Kotler/Keller) Chapter 2 Developing Marketing Strategies and Plans 1) The task of any business is to ________. A) create customer needs B) differentiate in terms of cost of production C) deliver customer value at a profit D) reduce competition E) communicate similar value as provided by competitors Answer: C Page Ref: 33 Objective: 1 Difficulty: Easy 2) What is the traditional view of marketing? A) Firms should just focus on production because if the products are good then they will automatically sell. B) Firms should just focus on production and selling because marketing occurs as a part of the selling process. C) Firms should have a proper marketing team that can increase consumers' awareness of their products and rouse their interest in them. D) Firms should price their products as low as possible so that marketing them becomes easy. E) Firms should remember that promotion is the most important of the four Ps. Answer: B Page Ref: 33 Objective: 1 Difficulty: Easy 3) Value delivery process can be divided into three phases, out of which "choosing the value" implies _______, which is the essence of strategic marketing. A) segmentation, developing, and delivering B) targeting, positioning, and communicating C) targeting, positioning, and delivering D) segmentation, targeting, and positioning E) researching, developing, and delivering Answer: D Page Ref: 34 Objective: 1 AACSB: Reflective thinking Difficulty:...
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...no-BSBMKG510B E-MARKETING PLAN AND COMMUNICATIONS ASSESSMENT TASK – 1 [pic] Table of contents • Summary • Objectives and purpose • Meet objective of bounce fitness business plan • Value proposition • E-marketing tools and their costs • Meeting Strategic needs • Action plan schedule and budget estimates, monitoring and evaluation • Ethical Legal Requirement • References Summary Bounce fitness is organisation who is related to the innovative wellness programmes and strategies which is organised for the people, so that they would be able to keep them fit and become healthy. Bounce fitness began in 2001 in cairns, Queensland. After that they expand their business and open their centres in Brisbane, Sydney and Melbourne as well. In addition to organise fitness facilities, they basically work on creation and implementation to the wellness programmes. They make more and more customers and increases their sales every quarter. Normally, they try to increase their sales 10% every year. Also they try to provide they long term wellness programs to the customers with the flexible class timings. Current scenario of the organisation At present company has no of centres all around the Australia with so many of health and wellness programs. Marketing is the important part for the company...
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...Business Unit Number and Title: Marketing Planning (Unit 19) Unit Level: Level 5 Unit Code: Y/601/1259 Module Tutor: BM Razzak Email: razzak@londonchurchillcollege.co.uk Date Set: 10/05/2015 Key dates Distribution date: 27/05/2015 Submission date: 1st July 2015 Return date: 4 weeks after submission Introduction Effective planning is essential for any marketing activity to ensure that an organisation realises its marketing objectives. Without planning, marketing activity can be inappropriate and waste resources and opportunities. This unit introduces learners to different ways of auditing, to looking at how internal and external factors can influence marketing planning for an organisation, in order to build up a picture of the marketplace. Learners will gain an understanding of the main barriers to marketing planning, the effects of barriers, and how these can be avoided or overcome. Ethical issues in marketing are important in terms of how an organisation and its products are perceived by customers and employees, and can affect the overall ethos and ultimate success of the organisation. This unit will enable learners to investigate and examine how exemplar organisations have been affected by ethical issues, how they deal with them, and how ethical issues should be taken into account when developing marketing plans. On completion of this unit learners will be able to produce a marketing plan for a product, a service or...
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...Internal Assignment No.1 Paper Code : BBA-203 Paper Title : Marketing Management Q.1.1 What do you understand by Marketing ? A.1.1 Marketing is the process of communicating the value of a product or service to customers. Marketing might sometimes be interpreted as the art of selling products, but selling is only a small fraction of marketing. As the term "Marketing" may replace "Advertising" it is the overall strategy and function of promoting a product or service to the customer. *********************************************************************************************************************************************************************************************** Q.1.2 What are the components of marketing mix ? Q.1.2 1. Product. The Product area is concerned with developing the right "product" for the target market. This offering may involve a physical good, a service, or a blend of both. Keep in mind that Product is not limited to "physical good". 2. Place.Place is concerned with all the decisions involved in getting the "right" product to the target market's Place. A product isn't much good to a customer if it isn't available when and where it's wanted. A product reaches customers through a channel of distribution. (A channel of distribution is any series of firms - or individuals - from producer to final user or consumer.) 3. Promotion.The third P - is concerned with telling the target market about the "right" product. Promotion includes...
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...all managers. True False 2. The three basic jobs in the marketing management process are planning, implementation, and control. True False 3. Strategic planning is a top management job that includes planning only for marketing areas. True False 4. Strategic planning is the managerial process of developing and maintaining a match between an organization's resources and its market opportunities. True False 5. Finding attractive opportunities and developing profitable marketing strategies are the tasks included in the marketing manager's marketing strategy planning job. True False 6. A marketing strategy is composed of two interrelated parts--a target market and a marketing mix. True False 7. A marketing strategy is composed of two interrelated parts--planning and implementation. True False 8. The two parts of a marketing strategy are an attractive opportunity and a target market. True False 9. Mass marketing means focusing on some specific customers, as opposed to assuming that everyone is the same and will want whatever the firm offers. True False 10. The terms mass marketing and mass marketers mean the same thing. True False 11. Potential customers are all alike. True False 12. "Mass marketers" like Target usually try to aim at clearly defined target markets. True False 13. The "four Ps" of the marketing mix are Product, Position, Promotion, and Price. True False 14. The "four Ps" of the marketing mix are People, Products, Price, and Promotion. True False...
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...implementing a strategic plan when it sponsored a local karate tournament for teenagers. ANS: F Such a short-range decision is typically a tactical plan or operating decision, not a strategic plan. PTS: 1 REF: 35 OBJ: 02-1 TYPE: App TOP: AACSB Reflective Thinking | TB&E Model Strategy 2. The marketing plan is a written document that acts as a guidebook of marketing activities for a marketing manager. ANS: T PTS: 1 REF: 36 OBJ: 02-1 TYPE: Def TOP: AACSB Reflective Thinking | TB&E Model Marketing Plan 3. A firm's mission statement should answer the question, "What products do we produce best?" ANS: F Mission statements should not focus on specific product offerings but on the market or markets served. PTS: 1 REF: 37 OBJ: 02-2 TYPE: Comp TOP: AACSB Reflective Thinking | TB&E Model Strategy 4. A production costs analysis could be a part of a company’s SWOT analysis. ANS: T PTS: 1 REF: 38 OBJ: 02-3 TYPE: Comp TOP: AACSB Reflective Thinking | TB&E Model Strategy 5. Environmental scanning entails the collection and analysis of information about factors that may affect the organization as well as the identification of market opportunities and threats. ANS: T PTS: 1 REF: 39 OBJ: 02-3 TYPE: Def TOP: AACSB Reflective Thinking | TB&E Model Strategy 6. To be useful, marketing objectives should meet four criteria: realistic, measurable, time-specific, and based on sales. ANS: F The four criteria for useful marketing objectives are: realistic...
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...Young Entrepreneur’s Business Plan Competition 2013 Guidelines Marty Strong Purpose The Young Entrepreneurs’ Business Plan Competition is sponsored by the Entrepreneurship Advancement Center and businesses throughout the area. The competition provides participants with an opportunity to develop and present a business plan to start a new business or to offer a new product or service within an existing business. Entrepreneurial business ideas are strongly encouraged. Participants will prepare a written business plan based on research and will request financing for the plan through a role-play interview. Eligibility • Any student attending high school may enter this competition. General Requirements • The competition will be completed in two parts: the written business plan and a presentation of the plan. • There will be two rounds. The preliminary round will be held at individual high schools. The final round will be held for the top winners from each participating high school. • The competition will be divided into two divisions: an individual division and a team division. Teams may consist of up to three students. • Students may compete in only one division and may enter the competition once per school year. • The “most original” business plan idea will receive additional recognition in the preliminary round at each school and in the final round. Important Dates • Students must register for the competition by the date determined for their...
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...The Data Are In: Best Home Care Marketing Practices Revealed Part 2 White Paper 06-001 WP06-001 Contents 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. Background Participant Agency Characteristics Outcomes Conversion Ratio Areas of Interest Written Marketing Plan Formal Marketing Budget Sales Team Training Specialty Programs Findings Interpretation Conclusion Side Bar: Action Plan for Sales and Marketing Success About the Authors Page 1 Pages 2-3 Pages 3-4 Pages 5-6 Page 6 Pages 6-7 Pages 7-9 Pages 9-10 Pages 11-12 Pages 12-14 Page 14 Pages 15-16 Page 16 Page 17 Page 17 WP06-001 The conclusion of a two-part series, this article provides the first look at the responses from a study evaluating the best marketing practices of home health agencies across the country. In Part 1, we profiled a few exemplary agencies with the goal of describing a set of common attributes that have lead to success. In Part 2 (below), we delve deeper into the component measures by exploring the first industry-specific benchmarks of marketing success! Background With each passing day, sophisticated sales and marketing becomes a more important trait among the industry’s leading providers. Ninety percent of survey respondents indicated that they have experienced increased competition over the last three years. Only 51 percent reported that they had increased referrals over the same period with 33 percent citing decreases. The million dollar question, then, is, “What practices are prevalent and...
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