WELCOME TO MARKETING FUNDAMENTALS BUAD 307

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WELCOME TO MARKETING FUNDAMENTALS (BUAD 307)!
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BUAD 307MARKETING FUNDAMENTALS
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PLEASE PICK UP
TEXTBOOK STUDY GUIDE
TODAYS POWERPOINT SLIDES
INFORMED CONSENT
SYLLABUS
COPY
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Textbook

• Charles W. Lamb, Joseph F. Hair, and Carl
  McDaniel (2010), MKTG 3.0 (2009 Edition3rd
  Edition), Thompson South-Western.
• ISBN-10 0324789289
• ISBN-13 9780324789287.

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Why does Tony the Tiger wear a scarf?
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About the Instructor Lars Perner

• Ph.D., Marshall School of Business, University of
  Southern California, 1998
• Courses taught
• Marketing Fundamentals
• Consumer Behavior
• International Marketing
• Marketing Strategy
• Intro to International Business
• Channels/Distribution
• Agricultural Marketing
• Internet Marketing

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About the Instructor Lars Perner

• Research interests
• Consumer Behavior
• International Marketing
• Consumer Price Response
• Consumer Bargain Hunting
• Branding
• Corporate Philanthropy
• Non-Profit Marketing
• Win-win Deals
• Autism Spectrum Disorders and Subtypes
• Country of birth Denmark
• Selected outside involvement
• Marketing Educators Association
• Autism Society of America

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Warning!

• Beware of relying on PowerPoint printouts!
• Psychological research shows that comprehension
  and memory suffer if you do not take notes in
  your own hand.

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(No Transcript)
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Class Meetings and Office Hours
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Course Objectives

• Understand the role of marketing in firms that
  function in an increasingly global and
  competitive market
• Understand basic concepts and ideas used in
  marketing
• Develop knowledge and tools necessary to design
  and implement effective marketing programs
• Understand the advantages, disadvantages,
  opportunities, and tradeoffs involved in
  different marketing strategies and choices
• Appreciate ethical implications of marketing
  decisions and
• Appreciate the dual roles of formal analysis and
  creativity in designing and implementing
  effective marketing programs.

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Course Philosophy

• Application to needs of real firms rather than
  memorization
• Broad overview of marketing
• Assignments require individual initiative and
  thinking

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Grading
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In-Class Assignments
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Grading Issues

• Course grades are assigned based on the total
  number of points accumulated. LETTER GRADES WILL
  NOT BE ASSIGNED TO PROJECTS OR EXAMS ALONE (see
  syllabus).
• The Marshall School of Business recommended
  average grade target for this course is 3.00.
• Not everyone can be above average.

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More Grading Issues

• Extra credit cannot be assigned.
• Grading is based on performance. It is NOT
  assumed that you start out as perfect and have
  points taken off for deficiencies. A perfect
  score takes a nearly superhuman person!
• Grading is NOT based on effort put in (or
  perceived effort put in or effort reported to
  have been put in).
• Final grades can generally only be changed to
  correct mistakes in arithmetic, Scantron
  misreads, or data entry that have been made.
  Work quality or cut-offs cannot be re-evaluated
  under the USC grade change policy.

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Some Topics Covered In This Course

• Creating customer value
• Marketing Strategy
• Ethics and Social Responsibility
• Marketing Research
• Consumer Behavior
• International Marketing

• Segmentation, Targeting, and Positioning
• The Marketing Mix
• Product
• Price
• Promotion
• Distribution (Place)
• Electronic Commerce

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PROJECT
PRODUCT OR SERVICE
CHANNEL FOR DISTRIBUTING AN EXISTING PRODUCT
OR
NEW
OR
OR
TARGET MARKET FOR AN EXISTING TYPE OF PRODUCT
PRODUCT OR SERVICE TRANSPLANTED FROM ONE
COUNTRY TO ANOTHER
OR
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Course Project

• Please choose
• A new product or service not currently in
  existence
• An existing product or service that has potential
  to be targeted to a segment or type of consumers
  that currently does not use the product
• An existing product or service that could achieve
  significant additional sales if distributed
  through a new channel or
• An existing product that is sold in one or more
  countries and can be introduced in another
  specific country where it is currently not widely
  used.

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Project Structure

• Proposal (online form to fill out)
• Office visit to discuss the proposal
• Library Database Resource List
• Applications Paper
• Final Paper (optional)

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Examples A New Product or Service

• A traffic decision support system that tells
  drivers when it is safe to switch lanes and make
  other changes in dense traffic.
• Secular values training and leadership programs
  for children of busy parents not involved in
  organized religion

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Examples Existing Product For New Target Market

• Video games marketed to senior citizens (who want
  to preserve mental agility and/or play with their
  grandchildren)
• Noise cancelling headphones for children
  vulnerable to distraction.

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Examples Existing Product With Potential
Through New Distribution Channel

• Financial planning programs sold through
  churches, synagogues, or mosques.
• Inkjet printer cartridges sold through Greek
  houses
• Groceries being delivered to car pool or van pool
  departure sites.

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Examples Existing Product for a New Country

• Fortune cookies, which are actually not used in
  Mainland China.
• Classmates.com type sites for other countries.