Background

1
Background

• adidas Marketing (1983- 1997)
• Forecasting Planning
• Product Manager
• Marketing Manager
• Market Research
• University of Oregon PhD Program Student
  (1997-2000)
• NC State Faculty Member (2000-Present)

2
Overview of Presentation

• What is Marketing?
• Applied Marketing Needs
• Academic Marketing Needs
• Q A

3
Marketing Overview

• What is Marketing?
• Marketing Concept
• Four Ps
• Marketing Strategy Planning Process
• Product Life Cycle Adoption Curve
• Segmentation

4
The Marketing Concept
5
The Four Ps of the Marketing Mix
6
Four Ps Strategy Decision Areas
7
Marketing Strategy Planning Process
8
The Product Life Cycle
Exhibit 9-1
9-3
9
The Adoption Curve
Exhibit 13-7
Time
13-14
10
Market Segmentation
11
Challenges Facing Marketers
Some Key Challenges Facing Marketers
Consumer Privacy
International Competition
Continuous Improvement
Role of Law
Market-Oriented Planning
Consumer Responsibility
Rapid change due to Internet, I.T.
18-8
12
Applied Marketing Needs

• Applied Marketing Needs
• Marketing Plan
• Marketing Activities

13
Marketing Plan (Kotler 2001)

• Executive Summary
• Current Marketing Situation
• Threats and Opportunities
• Objectives and Issues
• Marketing Strategy
• Action Programs
• Budgets
• Controls

14
Marketing Program Elements
15
Sources of Data
Exhibit 7-3
7-5
16
SWOT Analysis
18-5
17
The Competitive Environment
Kinds of Markets
Competitor Analysis
Key Concepts in the Competitive Environment
Competitive Rivals
Competitive Barriers
Information on Competitors
4-6
18
Identifying Potential Markets
4-12
19
Different Types of Customers
Exhibit 6-1
6-3
20
Academic Marketing Needs

• Sources
• Databases
• Skill Set Acquisition
• Domain Analysis

21
Academic Marketing Needs

• Sources
• Journals
• Overview Books
• Dissertations
• Popular Press

22
A Journals

• Journal of Marketing
• Journal of Marketing Research
• Journal of Consumer Research
• Marketing Science
• Journal of the Academy of Marketing Science

23
Selected B Journals

• Advances in Consumer Research Proceedings
• Journal of Product Innovation Management
• Journal of Retailing
• Journal of Advertising
• Journal of Advertising Research

24
Selected General Business Journals

• Harvard Business Review
• Journal of Business Research
• Sloan Management Review

25
Other Sources

• Dissertations
• Abstracts Ordering
• Overview Books
• The Handbook of Consumer Behavior
• Popular Press
• Examples

26
Databases

• ABI Inform
• Academic Universe
• JSTOR

27
Skill Set Acquisition

• Reference Management Programs
• Access to Resources
• Promotion

28
Domain Analysis

• Identify Influential Works and Topic Areas in A
  Domain
• Falls Between the Cracks
• A Reseach and Applied Opportunity
• The Marketing Canon Identifies
• Research Streams
• Influential Articles

29
Marketing Canon Structure

• Identify Research Streams Using Cluster Analysis
  of Stream Co-Citations
• Common Offspring
• Identify Spatial Relationships of Streams with
  Multi-Dimensional Scaling (MDS)
• MDS Proximity Indicates Cluster Co-Citations

30
An MDS Plot of Marketing's Research Streams
Objective Constructs
Undesirable
Web/Internet
Price Els-Se
Panel Data
Price Promo
Promo Adv
Con Info Acs
Mktg Knw/Int
Export Mark
Mkt Seg/Elas
Mktg Ethics
Choice Conjt
Con Expertis
Price Promo
Variety Seek
Work Spouse
Ref Price
Choice Alter
Con Learning
Compare Adv
Strat Plan
Sell Effect
ServQual Eff
Consider Set
Uncertain
MkOrComAdv
Con Inf Sch
Pioneer Adv
Firm
Individual
Chan Beh/Infl
Product Eval
NPD
Brand/Extnsn
Time Wait
Ad MoodAfct
Interpersnal
Involvement
Chan Pwr
Org Buy
Sell Perform
Sit Influenc
CrossCulture
Deceptive
Negotiation
Social Mktg
Coop Dec Mak
Diffusion
Att Ad/Brand
Relationship
Sell Control
Mktg History
Cust Sat-Dis
Chan Intrdep
Classic Cond
Serv Encntr
Ethnicity
Image Proces
Choice Pred
Hedonic Con
Persuasion
Possessions
Con Brnd Rel
Gift Giving
Consump Mean
Subjective Constructs
31
Review of Presentation

• What is Marketing?
• Applied Marketing Needs
• Academic Marketing Needs

32
Marketing Information

• Questions?

33
Acknowledgements

• Irwin-McGraw Hill
• William Perrault and Jerome McCarthy, Essentials
  of Marketing 8th Edition
• Prentice Hall
• Philip Kotler and Gary Armstrong, Principles of
  Marketing 9th Edition