BU352 Lecture Notes - Lecture 1: Marketing Mix, Swot Analysis, Marketing Strategy
SEPTEMBER 11/13
September 11
• Creative introduction – 10% of grade
o Pick article in the Press
o Link the article to theory – THEORY OF THAT DAY
o Make a 15 min presentation
• Marketing Plan
o Market a new healthy children’s snack
▪ 1) analyze the market: what is the current market situation for the product you consider? What market are
they in? who are the competitors?
▪ 2) segment the market: which potential segments are in this market>
▪ 3) positioning and market mix
▪ 4) financial analysis over 3 year period: what are the projected sales? What is the breakeven point?
o create a custoer
o identify and satisfy current and future customer needs
• 7 in class quizzes – only best 5 will count
o online quiz
o random
o if u do’t do pre-lecture quiz, then you will not get access to in class quiz
• PREP
o Up to 3 percent
o Click new participants link
Look at marketing RA positions
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• Possession is the most powerful tool in marketing
• We are what we consume
Consumer Culture:
• Associated with a specific historical period - now
• Marketing: is the set of processes for creating, communicating, delivering and exchanging offerings that have value for
customers, clients, partners and society at large
find more resources at oneclass.com
find more resources at oneclass.com
Document Summary
September 11: creative introduction 10% of grade, pick article in the press. What is the breakeven point? (cid:862)create(cid:863) a custo(cid:373)er identify and satisfy current and future customer needs. 7 in class quizzes only best 5 will count: online quiz. Prep random if u do(cid:374)"t do pre-lecture quiz, then you will not get access to in class quiz: up to 3 percent, click new participants link. Possession is the most powerful tool in marketing: we are what we consume. Consumer culture: associated with a specific historical period - now, marketing: is the set of processes for creating, communicating, delivering and exchanging offerings that have value for customers, clients, partners and society at large. September 11/13: having an idea of where you want to be, then planning, then proper execution. Strategy: the art and science of formulating, implementing and evaluating cross-functional decisions that enable an org to achieve its obj.
