Marketing: UGBA 1062

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Marketing UGBA 106-2

• Professor Ganesh Iyer
• Haas School of Business
• Fall 2007

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Agenda

• Introduction
• Marketing in your life
• Of what use is it ? Why is it important?
• Marketing and Modern Corporations
• A Preview of the Course
• What to expect?...And what is expected?

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Marketing in Your Life

• Advertising
• Retail shopping
• You as a consumer (smart shopper)

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Marketing in Your Life

• Rewarding Marketing Careers
• Lou Gerstner, Michael Eisner, Michael Dell
• Informed and responsible citizen.
• Social marketing (MADD).
• How to market yourself in the labor market?

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Marketing in Action

• Marketing a product (Jolly Rancher)
• Marketing a place (Copper mountain)
• Marketing a service (Haas)
• Marketing and health education (fry now)
• Marketing Faith
• http//faithbasedmarketing.com/v2/index.php
• Which type of companies do you find
  advertising/marketing the most today?

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Some Perspective

• When you think of industries traditionally
  associated with marketing which industries come
  to mind?
• 10 ads on CNN and Fox, Sunday morning
• Geico lizard
• Scooter
• Cialis
• Head-on
• Countrywide Mortgage
• Boeing
• Cialis
• Incontinence drug
• Lunesta
• Ford

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Some Perspective

• A Historical Perspective
• In well-ordered states, storekeepers and
  salesmen are commonly those who are weakest in
  bodily strength and, therefore, of little use for
  any other purpose. - Plato
• Advertising ... is a meretricious endeavor in
  which psychological appeals to fear and shame
  are developed to bamboozle the public into
  purchasing essentially worthless packaged goods
  at bloated prices. - Thorstein Veblen

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Some Perspective (cont)A more modern view

• Marketing Philosophy Customer Orientation
• I came here with a view that you start the day
  with customers, that you start thinking about a
  company around its customers - Lou Gerstner,
  Chairman IBM.
• Why does the customer want to buy from me? -
  Charles Schwab.
• Stop being a company with its face towards the
  CEO and ass towards the customer - Jack Welch,
  ex-CEO, G.E.
• Reaction to TQM--Reengineering--Competing for
  Future.

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The Marketing ConceptTwo Components

• C Customer Orientation
• The Marketing concept is to make profits through
  creating and keeping customers.
• Connection
• C Competitive Advantage
• The marketing concept is about satisfying the
  needs and wants of consumers more effectively
  than competitors.

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Marketing and Corporations

• The business of business is to make a profit...
  (Milton Friedman)
• Purpose of Business
• Increase share price by 25 in one year.
• Reduce COGS by 10 in one year.
• Create 10,000 new customers and retain 95 of
  current customers.

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Marketing and Corporations

• The business of Marketing is to make profits
  through creating and keeping customers.
• Without customers no amount of engineering
  wizardry to lower costs or clever LBOs can keep
  the company going. If you cannot create
  customers, your low-cost products and your
  wonderful financial acquisitions will surely rot
  .
• I came here with a view that you start the day
  with customers, that you start thinking about a
  company around its customers (Lou Gerstner,
  Chairman IBM)

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Marketing and Corporations

• Marketing is the companys link to the customer.
• Marketing is the revenue generatorthe rest are
  cost-centers.

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Activity Relationships With Other Functions
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Marketing and the US Economy

• Marketing and Retailing and Wholesaling jobs
  employ 1/3rd of the civilian labor force.

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PreviewCourse Syllabus

• The Marketing Concept.
• Customer Orientation and Competitive Advantage
• Understand market segmentation and the use of
  product positioning.
• Marketing Strategy The Marketing Mix
• Development of product, pricing, promotion,
  advertising, and distribution strategies.
• Perspective on important trends such as the
  impact of information technology, the Internet,
  and the value of customer databases.
• Analyze complex business situations and become
  more adept at articulating and defending your
  analyses.
• Business Presentation and writing skills.

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Structure
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Resources

• Faculty Instructor
• GSI
• Graders
• Class Representatives
• Course Website http//faculty.haas.berkeley.edu/sh
  anmuga/ugba106.html
• Class Mailing Lists

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Work Components

• Exams
• Mid-term exam on 10/11/07.
• Mix of multiple choice and written medium-length
  answers and will cover material assigned and
  taught to date.
• Final Exam
• Multiple-choice only and will be cumulative on
  readings and lectures for the whole semester.
• Will be heavily weighted to lecture material
  including examples discussed in class.
• We will offer no alternate mid-term or final exam
  and you must be available to take the final exam
  as scheduled by the University.

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Work Components

• Written Case Briefs
• 4 written case briefs, best of 3 towards final
  grade.
• Two individual and two group briefs.
• Format for briefs and instructions will be made
  available by your section instructors.
• Read the syllabus carefully for details.
• Designed to make you clearly analyze complex
  business cases and provide recommendations
  succinctly in one page.

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Work Components

• Group Presentation
• Role of a group of consultants presenting to the
  Board of Directors of the firm in the case.
• Each member of the group should gets some air
  time. Need to learn effective transitions
  Should be able to speak effectively from their
  slides and should not read from a script.
• The standard of presentation in the course varies
  from very good to truly astounding
• Some groups make mock ad campaigns, distribute
  products in class or have substantial multi-media
  presentations.
• Be prepared for a Question Answer session at
  the end of your presentation. Effectively
  handling the QA is part of your grade.
• Coaching for group presentations will be
  available.

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Work Components

• Research Experience
• Participate in a maximum of three research
  sessions, each lasting about one hour.
• If you decide not to participate in one, two or
  any of the experiments, you can still receive the
  credits by submitting summary and critical
  analyses of recent marketing research articles.

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Basis for Final Grade

• Mid-term exam 15
• Final exam 20
• Three of four case briefs 30
• Group presentation 20
• Class participation 10
• Research experience 5

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Things to do before the next Tuesday Lecture

• Read and prepare for Protec Helmet Case
• Make sure that you read Ch. 1 and 2 from text.
• Note that I-drop policy holds for week 2.
• Lectures will be posted on web-page every Friday.
• Check web-page frequently for updates.