Study Guide, Principles of Marketing

Module Con-over Manage Taylor’s University Undergraduate Matter Programs BUS2304 Principles of Marketing August Semester 2012 BUS2304 PRINCIPLES OF MARKETING Page 1 TUTORIAL 1: INTRODUCTION TO MARKETING CLASS ACTIVITIES: ? ? ? Module Notice Booklet conciliate be examineed and explained in point Form Groups Tutorial exercises – Introducing the basics concepts of tradeing LEARNING OUTCOMES ? ? ? Recognize key tradeing concepts and tradeing treatment philosophies used in tradeing planning Recognize the significance of tradeing in matter practices Recognize the concept of the tradeing test Discussion investigations 1. What is the most bewildering tradeing test you feel incessantly had? ? Was it an solitary employee or a matter modees? ? Narrate a assign in which you became a “lost customer”. Was it owing of thin consequence temper, thin usurpation temper or twain? Using the concept of “consumer scarcity” to substantiate trades: What is Open Express’s ‘product’? What trade (need) does it assist? Who are their plain competitors? What are the undeveloped substitutes? BUS2304 PRINCIPLES OF MARKETING Page 2 What is their ‘product’? What trades do they assist? Who are their competitors? What new trades energy they perpetration? Journal Article: Theodore Levitt’s Marketing Myopia (1960) Students to recognize the concept of ‘marketing myopia’ and the dangers that defining their consequences and trades too just energy embarrass for an form. What is Cellular One selling? What tradeing treatment philosophy do you see in exemplification? BUS2304 PRINCIPLES OF MARKETING Page 3 Is there anysubject that can't -- or shouldn't -- be tradeed? BUS2304 PRINCIPLES OF MARKETING Page 4 TUTORIAL 2: MARKETING ENVIRONMENT CLASS ACTIVITIES: ? ? Knot air Topic investigations LEARNING OUTCOME: ? ? ? Explain how changes in the tradeing environment can chattels tradeing activities Substantiate the unanalogous micro environmental factors Substantiate the unanalogous macro environmental factors TUTORIAL ACTIVITIES Topic investigations 1. What are some of the cultural disputeences that you feel observed when you feedd or travelled aloof? ? What were some of the similarities/ disputeences that you observed? To what size should cultural disputeences be revolveed in interdiplomatic tradeing? 2. Imagine a order that is in-reference-to changing its consequence row to beseem past environmentally political, which energy acception costs. Use the six great forces of the macroenvironment and inventory pros and cons that the order should admit into compensation anteriorly making its latest judgment. Knot Air In a knot – Bring broadsheet newspapers. Mark/highlight profession about to Macro and Micro environment. Explain. Refer to specimens shown by your professor. BUS2304 PRINCIPLES OF MARKETING Page 5 TUTORIAL 3: CONSUMER BEHAVIOR 1 CLASS ACTIVITIES: ? ? Topic Questions Knot air LEARNING OUTCOME: ? ? ? ? Substantiate the unanalogous characteristics that govern consumer deportment Differentiate the unanalogous forms of buying deportment Substantiate the unanalogous quantitys in a buyer judgments mode and direct unanalogous tradeing strategies to exasperate cause / lapse in these quantitys Substantiate the unanalogous macro environmental factors TUTORIAL ACTIVITIES Topic investigations Could KFC use this ad delayout Asia? BUS2304 PRINCIPLES OF MARKETING Page 6 Knot Air Intelligence 1 Examine Maslow’s 5 quantity Hierarchy of scarcitys form. Go through the catalogues in your open and national newspapers, magazines etc to see if you can substantiate and amass at last one catalogue which focuses on each of those quantitys, from physiological (biogenic) through to wilful actualization (psychogenic). Also revolve TV muniments and websites. Print out specimens if you can. Air 2 Revolve two lapses you feel made recently e. g. glossy imbibe (poor specimen solving) and a car, stubborn-abandonment, computer or a rate manner. (copious or concerned specimen solving). Examine in each instance how the judgment making mode form outlined over may feel disputeed. Here you may revolve giving feature vigilance to the evoked set and post cognitive contrariety. Does your test dispute from the accepted assumption? If so why do you conceive this may be? BUS2304 PRINCIPLES OF MARKETING Page 7 TUTORIAL 4: CONSUMER BEHAVIOUR 2 CLASS ACTIVITIES: ? ? Topic Questions Knot air LEARNING OUTCOME: ? ? ? Substantiate the unanalogous characteristics that govern consumer deportment Differentiate the unanalogous forms of buying deportment Substantiate the unanalogous quantitys in a buyer judgments mode and direct unanalogous tradeing strategies to exasperate cause / lapse in these quantitys Substantiate the unanalogous macro environmental factors TUTORIAL ACTIVITIES Topic investigations 1. Would the tradeers at Mercedes be pleased if the coach of a sporting team or the culmination professor at a pristine nurture lapsed an A-Class? BUS2304 PRINCIPLES OF MARKETING Page 8 Group Air Political trice sect The UK Office of Open Statistics (ONS) effected a new socio-economic sect in 2001. The conclude was to furnish a past generic and pointed sect to admit newer usurpation patterns into particularizement. Knot 1 2 3 4 5 6 7 8 Description Higher Professional and Managerial consequenceers Lower Managerial and Professional consequenceers Intermediate holdings Lower Supervisory and technical Semi Routine Occupations Routine Occupations Long order lazy A B Trice C1 and C2 C1 and C2 D D E Small Employers and non professional wilful-filled C1 and C2 Many commercial trade lore programmes feel establish forcible disputeences in buying behaviour betwixt the diversified political trices. The Trade Lore Society argues that this arrangement can be justified as it is comfortable to lore and that the political trice appears to be a concludeably good-natured-natured discriminator in frequent consequence trades profiled in MINTEL reports. Political trice reflects durationstyle patterns and is used widely by advertisers conjuncture profiling consumers. Questions a. To what size do you conceive that political collocate is a beneficial concept in proper the tradeer’s recognizeing of consumer behaviour. . What do you the great criticisms to the political trice arrangement are? c. Revolve the subjoined holdings and assign a political trice to them: i. Student ii. Chartered Accountant iii. Bricklayer delay City Council iv. A tailpacker v. A desolate pensioner on particularize benefits vi. A High Court Judge BUS2304 PRINCIPLES OF MARKETING Page 9 vii. viii. ix. x. xi. xii. A wilful filled plumber. Professor time-honored 23 (qualified) Professor time-honored 32 (qualified) Desolate employee, order pension Shop Assistant Lazy farm consequenceer BUS2304 PRINCIPLES OF MARKETING Page 10 TUTORIAL 5: SEGMENTATION, TARGETING AND POSITIONING CLASS ACTIVITIES: ? ? ? Watch the video “LoReal Percier” Examine investigations Mini instance topic LEARNING OUTCOME: ? ? Substantiate the unanalogous bases for portioning consumers and matter trades. Evaluate trade portions, excellent trade portions and adopt trade coverage strategies TUTORIAL ACTIVITIES Topic investigations 1. What is the basic rationale for portionation? 2. What are some of the sordid variables used to portion a trade? 3. What are the requirements for chattelsive portionation? 4. What is the disputeence betwixt portionation and targeting? Knot Topic Trade portionation is built about substantiateing disputeences in scarcitys betwixt unanalogous knots of customers. How could a bank portion its consumer trade? BUS2304 PRINCIPLES OF MARKETING Page 11 Video: L’Oauthentic Watch the L’Oauthentic Percier video a) Who is the target trade for the consequence? b) What bases for portionation has L’Oauthentic used? (Consider the significance of geographic, demographic, deportmental and psychographic) Read Tasty Bite: Coming to America (Textwork page 133) Examine the portionation, targeting and positioning steps that Tasty Bite has admitn in entering the US trade. BUS2304 PRINCIPLES OF MARKETING Page 12 TUTORIAL 6: PRODUCT AND SERVICES STRATEGY 1 CLASS ACTIVITIES: ? ? ? Identifying slogans for marks Knot air Mini instance LEARNING OUTCOME: ? ? ? Substantiate unanalogous consequence / usurpations and their sects Recognize the significance of marking, packaging and labeling a consequence Suggest consequence row and consequence mix strategies for consequence / usurpation TUTORIAL ACTIVITIES . Mark Association & Slogans. Substantiate the mark indicate for each of the subjoined slogan/phrase. How frequent slogans/phrases did you substantiate? 2. Mark 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 Slogan Impossible is Nosubject The cosmos-people’s national bank It’s the authentic subject The cosmos-populace chief in vocal circumspection. The most mighty alkarow battery in the cosmos-people. Admit dominion to the give raze. Share moments. Share duration. Owing I'm rate it. Awaken your senses. Connecting populace. The valuable of a new epoch. There are some subjects specie can’t buy. For incessantlyysubject else, there’s [consequence indicate]. Don’t license home delayout it The farthest driving deed The happiest assign on world Put a tiger in your tank The dominion of dreams Page 13 BUS2304 PRINCIPLES OF MARKETING 18 19 20 Melts in your opening, not in your hands Just do it Give me a break! Read Pepsi Sakes dream delay poor edition glossy imbibes (Textwork page 334) Read instance 11. 2 (Textwork page 334) and response the topic investigations. BUS2304 PRINCIPLES OF MARKETING Page 14 TUTORIAL 7: PRODUCT AND SERVICES STRATEGY 2 CLASS ACTIVITIES: ? ? Knot air Instance Con-over – New Belgium Brews up sinewy mark equity LEARNING OUTCOME: ? ? ? Identify unanalogous consequence / usurpations and their sects Recognize the significance of marking, packaging and labeling a consequence Suggest consequence row and consequence mix strategies for consequence / usurpation TUTORIAL ACTIVITIES 1. Knot Air – Who am I? a. Excellent a consequence state –mobile phones, computers, cars etc. b. Brainstorm and inventory all competing marks delayin that state. c. Each knot is assignd a mark and marks must be exceedingly unanalogousiated. d. Each knot must humanise their mark: Am I effeminate or courageous? How old am I? What raze am I educated to? What colour is my hair? Do I feel hair? What is my openity? What is my holding? Do I consequence? What form of robes do I carry? Where do I go on stubborn-abandonments? What are my hobbies? Am I married or solitary? Do I feel offspring? What form of car do I press? Do I feel a car? Do I own a house/flat? Where do I feed? e. Each knot to give their mark individuality tail to the collocate. 2. Read instance 13. 1 (Textwork page 390) and response the topic investigations. BUS2304 PRINCIPLES OF MARKETING Page 15 TUTORIAL 8: PRICING STRATEGIES CLASS ACTIVITIES: ? ? ? Instance con-over Examine investigations Presenting and sheltering pricing judgments LEARNING OUTCOME: ? ? ? Recognize the significance of significance of in-reference-to interior and palpable factors when setting latest appreciate for consequences/services Substantiate the unanalogous pricing strategies Know the format of the scrutiny and feel a manage to revising and preparing for the scrutiny. TUTORIAL ACTIVITIES 1. Read the Instance con-over “Plug & Sons”. 2. In your knot examine your diplomacy. 3. Each knot is to give and shelter their diplomacy and dare others to haul vigilance to: ? ? ? The significance of defining the target trade and positioning – who’s going to buy this and why? This is a judgment that the students conciliate feel to effect, as no target trade has been attested. The inclination of tradeers to cope on appreciate rather than appreciate. Marketers usually try and entrust as ample as possible for consequences The way assumption such as customer appreciate dynamics can be used to constitution and analyse and establish a close topic BUS2304 PRINCIPLES OF MARKETING Page 16 TUTORIAL 9: DISTRIBUTION STRATEGIES CLASS ACTIVITIES: ? ? ? ? Read the instance “Dell Plain and not so Direct” Topic Questions Discussing FedEx naturalized on www. fedex. com LEARNING OUTCOME: ? ? ? ? Recognize the significance of tradeing muniments in tradeing activities Explain the unanalogous razes in a tradeing muniment Explain the deep compensations in a tradeing muniment Examine the unanalogous ways in managing muniment members TUTORIAL ACTIVITIES Air 1 Visit www. fedex. com Frequent companies closing their own disposal arrangements. firms in this assign may rely upon the usurpation furnishd by companies such as FedEx to wield their disposal. 1. What tools does FedEx furnish to effect shipping mode easier? 2. Other than shipping consequences, what other usurpations does FedEx furnish? 3. Is there notice on FedEx website that would aid a undeveloped FedEx customer to evaluate FedEx in-reference-to some of the excellention criteria shown in Table 14. 3 in the textbook? Air 2 Dell Plain and not so Plain Read instance 14. 2 on page 342 and response topic investigations 1, 2 and 3. BUS2304 PRINCIPLES OF MARKETING Page 17 TUTORIAL 10: PROMOTION STRATEGIES 1 CLASS ACTIVITIES: ? ? ? Video “Mercedes Benz” Instance con-over – At Southwesr buoyancy, “We Love Your Bags” Topic Questions LEARNING OUTCOME: ? Recognize the disputeence betwixt customary advancemental practices and the IMC concept Recognize the enlargement and significance of the IMC concept TUTORIAL ACTIVITIES Video Mercedes Benz. Watch the two videos on Mercedes Benz. 1. What is the concrete that Mercedes is up-hill to end? 2. What appeals feel they used in their advertising diplomacy? 3. Examine the advantages and disadvantages of using such a diplomacy. At Southwest Airlines, “We Love Your Bags” Instance 16. 2 , Text work page 500. Response topic investigation 1 to 3. BUS2304 PRINCIPLES OF MARKETING Page 18 TUTORIAL 11: PROMOTION STRATEGIES 2 CLASS ACTIVITIES: ? Watch video “Earth Hour” Topic LEARNING OUTCOME: ? ? Recognize the disputeence betwixt customary advancemental practices and the IMC concept Recognize the enlargement and significance of the IMC concept TUTORIAL ACTIVITIES 1. Watch the unanalogous videos of World Hour. 2. Naturalized on the unanalogous videos you feel watched, what are the unanalogous forms of advancement life used for the belligerence? 3. Who is one target assembly for World Hour? Naturalized on the target knot you feel fixd, excellent one consequence that caters to this portion that shared in World Hour? 4. Do avail and non-avail forms use the selfselfsame advancemental tools? Give specimens. BUS2304 PRINCIPLES OF MARKETING Page 19 TUTORIAL 12: SOCIAL RESPONSIBILITY AND MARKETING ETHICS CLASS ACTIVITIES: ? ? Instance “At Timberland , Doing Well and Doing Good-natured are Laced together” Examine investigations LEARNING OUTCOME: ? ? ? To recognize the concept and dimensions of political business To fix and narrate the significance of tradeing ethics To recognize the role of political business and ethics in proper tradeing exploit TUTORIAL ACTIVITIES 1. What is political business? Why is it great? 2. What are some political business issues? Give an specimen of each. 3. What is the disputeence betwixt ethics and political business? 4. Read Strategic Instance 8 – At Timberland, Doing Well and Doing Good-natured are Laced Together. Response investigations 1 to 4. BUS2304 PRINCIPLES OF MARKETING Page 20 TUTORIAL 13: ONLINE FORUM AND DISCUSSION – EXAMINATION FORMAT CLASS ACTIVITIES: ? ? Onrow forum and topic E-Learning week LEARNING OUTCOME: ? ? Know the format of the scrutiny and feel a manage to revising and preparing for the scrutiny. Examine unanalogous techniques for responseing scrutiny investigations TUTORIAL ACTIVITIES Students’ share onrow in a forum and topic. BUS2304 PRINCIPLES OF MARKETING Page 21