IOWA STATE UNIVERSITY
College of Business Administration
FALL 2010
PRINCIPLES OF MARKETING
MARKETING 340
Monday-Wednesday-Friday 8:00 AM
Gerdin Business Building
Instructor: Dr. John Wong
Office Hours: Monday/Wednesday 2:30-3:30 PM or by appointment
Email: sjwong@iastate.edu
Office: 3153 Gerdin
Telephone: 294-1493
COURSE OBJECTIVES:
This course is designed to introduce to the student basic marketing concepts and the terminology used in
the field of marketing. The student will also see how the principles of marketing are applied in a wide
variety of corporate, medium and small businesses, non-profit as well as public institutions, and service
organizations. A global orientation to the practice of marketing will be adopted in this course. Further, the
course will help the student see how marketing is related to other functional activities of the firm such as
finance, accounting, and human resources management.
LEARNING OBJECTIVES:
At the conclusion of this course, the student should be able to:
• define marketing and discuss what it entails
• discuss how environmental factors affect marketing activities
• describe the factors involved in consumer decision making
• segment markets and develop the profile of a target market
• develop product strategies and discuss how services and nonprofit "products" differ from traditional ones
• develop distribution, promotion, and pricing strategies
• explain the importance of Internet marketing, customer relationship marketing, and one-to-one marketing
METHODS OF LEARNING
A variety of techniques will be used to enhance your learning in this course. These include
lectures, discussions, video cases, in-class group activities, out-of-class individual assignments,
guest lectures by marketing practitioners, and web-based research projects. You are expected to
come to every session having completed your reading and/or other assignments. All material presented in
class will be covered in the exams.
COURSE PREREQUISITES:
The prerequisites for this course is Econ 101. No substitution will be allowed.
COURSE MATERIAL:
REQUIRED TEXT: MKT (Thomson 2010) by Charles Lamb, Joseph Hair, and Carl McDaniel
READING MATERIAL: Additional reading material will be handed out in class or posted on the class
website and will become the responsibility of the students.
COURSE REQUIREMENTS:
You are responsible for all prescribed reading assignments from the text and other additional material
provided by the instructor. Students are expected to have assigned material read prior to each class.
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EXAMINATIONS AND ASSIGNMENTS:
1.
You will have several opportunities to demonstrate your knowledge and understanding of the
principles taught in this course. Though much of the learning is actually achieved in-class, you are
expected to complete certain assignments before class and to turn in outside assignments on time i.e.
the day it is due.
The exams will cover material from the textbook, additional readings, video material, regular
lectures and guest lectures.
Maximum point values are as follows:
Mid-term Exams: 2 @ 100
Comprehensive Final Exam
Individual written case assignments: 2 @ 30
In-class assignment: 2 @ 20
200
200
60
40
Maximum possible points
500
Bonus exercise/book report 30 points
2.
The comprehensive final exam will be administered as scheduled by the university during the final
exam week and will be announced when the schedule is published. Please plan your end of semester
departure with this in mind.
3.
There will be 2 take-home written case assignments for the semester.
INSTRUCTIONS: Please carefully read and follow the following instructions
Please see the course outline for the assignments and due dates.
They must be turned in during class on the day they are due.
Each should not exceed a maximum of 2 pages, single-spaced and typed/word-processed.
Hand written copies will not be accepted.
These short case-based exercises require the application of marketing concepts and principles to
business decision-making situations. They are selected to assist you in better understanding these
concepts. The completed assignments must reflect your own individual effort only. Please see
section on policy regarding academic honesty.
*** Late papers: 10 points will be deducted each day it is late ***
4. In-class assignments:
There will be 2 in-class assignments. You will be responsible for being in class for the assignment.
There will be NO MAKE-UP for any missed in-class assignment. Only accepted absences and make
up will be given under these conditions: for those providentially hindered (illness, with a doctor’s note;
and or serious illness or death in family) and those representing the university in officially sanctioned
activities (away games in varsity sports, debates, field trips, etc).
5. To encourage class attendance pop quizzes for bonus points (2 points each) will be given periodically.
6. Participation in faculty sponsored research projects:
Students will be given an opportunity to participate in marketing research projects conducted by the
faculty. Participation is strictly on a voluntary basis. Extra-credit of 5 bonus points can be earned for
participation in each of the research projects that are sponsored. There is a maximum of 10 bonus
points for participation in 2 projects
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GRADING SCALE: Your final grade will be scaled as follows:
470 - 500
450 - 469
435 - 449
420 - 434
400 - 419
A
AB+
B
B-
385 - 399
370 -384
350 - 369
335 -349
320 - 334
300 - 319
Below 300
C+
C
CD+
D
DF
ACADEMIC HONESTY:
You are expected to uphold the university's policy of academic honesty as spelled out in the student
handbook. Acts of academic dishonesty will be reported to the appropriate university committee. All forms
of academic dishonesty related to any exam and assignments (cheating, plagiarism, copying other students'
work/assignments, etc.) will automatically result in a score of "0" for that exam/assignment.
SPECIAL NEEDS:
Please address any special needs or special accommodations with me at the beginning of the semester or as
soon as you become aware of your needs. Those seeking accommodations based on disabilities should
obtain a Student Academic Accommodation Request (SAAR) form from the Disability Resources (DR)
office (phone 515-294-7220). DR is located on the main floor of the Student Services Building, Room
1076.
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TENTATIVE COURSE OUTLINE AND ASSIGNMENTS
We will adhere to this outline as closely as possible. In response to the needs of the class, the instructor
reserves the right to make adjustments to the course during the semester. It is your responsibility to keep
up with any change(s) to the course by regular class attendance, checking with your classmates, or
checking the class webpage.
Week/Date
Topic
1. Aug 23, 25, 27
Chapter
Course Introduction & Overview of Marketing
The World of Marketing
1
2010 Marketing Phenomenon: MKT Old Spice viral campaign
Context of Global Marketing: MKT World's 10 top Economies
Global marketing: MKT USA retailers expand overseas
2. Aug 30, Sept 1, 3 Strategic Planning & Competitive Advantage
Social Responsibility, Ethics, & Marketing Environment
2
3
Expansion strategy: McDonald's Abroad MKT***
Case of Marketing Ethics: MKT Vitaminwater
Comparing cultures: MKT Japanese use least vacation time
Revisioning strategy: MKT Tiffany backward integration
3. Sept 6 Monday Labor Day Public Holiday
3. Sept 8, 10
Social Responsibility, Ethics, & Marketing Environment
Developing a Global Vision
3
4
Islamic law: Caning for drinking beer
Legal environment: MKT Health & weak Chemical laws
Comparing legal systems: MKT Sweden $1M speed ticket
Global market context: MKT Large middle class emerging mkts
Cross-cultural differences: MKT USA vs Euro on Nudity
4. Sept 13 Monday ***** In-class assignment: Starbucks Video Case *****
4. Sept 13, 15, 17
Consumer Decision Making
Bobos in Paradise; Popcorn Report 2002 (notes provided)
Discuss: Twixters (notes provided)
5
Cross-cultural differences: JAPAN Renting friends MKT
Organic factor in consumer decision: MKT Fertile women sexier dresses CB
CB in a recession: MKT Wealthy Buyers Cutting Back
Knowing your customer: MKT What Do Women Really Want
Context of decision making: MKT Too Much Choice
5. Sept 20, 22, 24
Business Marketing
Segmenting and Targeting Markets
MKT 340--FALL 2009--Dr.
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Counter-attack strategy: MKT Starbucks-SB hits McD
New emerging market: MKT Plus-Size Wars
Retro Niche market: MKT Cassette tapes are back
Premium positioning: MKT CHINA $44 Pabst BR
Sept 24
Written Assignment #1 Instructions & discussion in class
6. Sept 27 Monday
6. Sept 29, Oct 1
***** EXAM 1 : Chapters 1-7, and all other related material *****
Decision Support Systems and Marketing Research
Product Concepts
8
9
Reviving sales: MKT McDonald’s Sales Explode Higher
Branding issues: MKT Greatest Brands in USA History
Packaging: MKT Packaging as Aspect of Brand
Global brand presence: MKT Adidas & World Cup
7. Oct 4, 6, 8
Product Concepts
Developing and managing Products
9
10
Product quality: McD potato quest MKT
Reinventing the product: MKT Designer Diapers
Reality of NPD process: MKT USA made Battery?
FRIDAY Oct 8
****** Written Assignment #1 Due in Class ******
8. Oct 11 Monday ***** In-class assignment: Nike vs Reebok Video Case *****
8. Oct 13, 15
Developing and managing Products
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Maintaining brand dominance: MKT SIA A380 Inaugural
Contextualizing product: MKT Dubai Camel Burgers
A delicate product introduction: POISE – Whoopie Goldberg
9. Oct 18, 20, 22
Services and Nonprofit Organization Marketing
Marketing Channels and Supply Chain management
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12
Technology & CB changes: MKT Barnes & Noble Dinosaur?
Harnessing new technology: Best Buy prepares download MKT
Supply Chain issues: MKT Boeing 737 LOGISTICS 100s suppliers
Creative destruction: MKT HULU The end of TV
Adapting to new technology: MKT Web & Failed Retailers
Retailing in a new market: Beijing loves IKEA MKT09
9. FRIDAY Oct 22
Written Assignment #2 Instructions & discussion in class
10. Oct 25, 27, 29 Retailing
Integrated marketing Communications
Product endorsement: MKT Celebrityhood TEBOW
Product endorsement: MKT Tebow Sneakers Sell Out In 5 Minutes
MKT 340--FALL 2009--Dr.
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13
14
Managing product movement: MKT Retailers Pay More Transport
Reasonable protection?: MKT Shaming shoplifters
11. Nov 1, 3, 5
Integrated marketing Communications
Advertising and Public Relations
14
15
New ad tactic: MKT WORLD CUP Ambush marketing
Ethnic marketing: McD’s 365 Black MKT***
Marketing in non-profit sector: MKT UIowa recruit success
Latest marketing tool: MKT Social media mktg strat
Globalize local brand: MKT 'Fucking Hell' Beer
12. Nov 8 Monday ***** EXAM 2 : Chapters 8-13, and all other related material *****
12. Nov 10, 12
Sales Promotion and Personal Selling
Selling to fortune: MKT Iowa's Richest Man
FRIDAY Nov 12
13 Nov 15, 17, 19
16
***** Written Assignment #2 Due *****
Pricing Concepts
Discounting as biz model: MKT Why cheap Euro fares
17
14. Nov 22, 24, 26 THANKSGIVING BREAK
15. Nov 29, Dec 1, 3 Pricing Concepts
Setting the Right Price
17
18
Controversy: MKT SW Airlines Size Price
16. Dec 6, 8, 10
Setting the Right Price
Customer Relations management (CRM)
17. Week Dec 13
Final Exam date to be determined. Check finals schedule online
Part 1: Chapters 14-19, special topics, and all other related material
Part 2: Comprehensive Exam – Chapters 1 – 13
--------------------------------
MKT 340--FALL 2009--Dr.
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IMPORTANT DATES :
4. Sept 13 Monday In-class assignment: Starbucks Video Case
6. Sept 27 Monday EXAM 1 : Chapters 1-7, and all other related material
7. Oct 8 Friday
Written Assignment #1 Due in Class
8. Oct 11 Monday In-class assignment: Nike vs Reebok Video Case
12. Nov 8 Monday EXAM 2 : Chapters 8-13, and all other related material
12. Nov 12 Friday Written Assignment #2 Due
15. Nov 19 Friday Bonus/Extra credit book report – Culture Code by Clotaire Rapaille
17. Week Dec 13
Final Exam date to be determined. Check finals schedule online
MKT 340--FALL 2009--Dr.
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MKT 340 FALL 2010
Marketing Written Assignment #1
********** Due October 8, 2010 *********
Typed/word-processed. Single-spaced. Two pages maximum.
COMPARISON OF SHOPPING EXPERIENCE AT THE
VIRTUAL/ONLINE STORE AND ‘BRICK AND MORTAR’/PHYSICAL STORE
OF TWO RETAILERS
The digital revolution has wrought major changes in the way we live, learn, and communicate. The growth
of e-commerce has brought about a whole new shopping experience. It is easy to see that shopping online
is different from shopping at a traditional ‘brick and mortar’ store. But how is it different? What are
companies doing to make the shopping experience similar and/or different?
PROJECT: You are to study TWO RETAIL COMPANIES (e.g., Barnes and Nobles AND Sears)
that have both the TRADITIONAL ‘brick and mortar’ store as well as an ONLINE store.
Here is a list of a few retailers which have both types of stores. There are many others you can choose
from:
Barnes and Nobles (www.bn.com)
Best Buy (www.bestbuy.com)
The Gap (www.gp.com)
Sears (www.sears.com)
Victoria’s Secret (www.victoriassecret.com)
Wal-Mart (www.wal-mart.com)
Walgreens (http://www.walgreens.com/default.jsp)
You may use ANY TWO of the above or other retailers as long as they have both the ‘brick and mortar’
store as well as an online store.
For this assignment, you need to go online and visit the virtual version of BOTH retailers and then go to
the same company stores in Ames (or else where). For each company, compare your shopping experience
at the virtual retailer to shopping at the physical location and respond to the following questions.
ANSWER ALL THREE QUESTIONS FOR THE TWO RETAILERS.
1. Compare the two shopping experiences for each of the two retailers.
a) What products does the online store offer that the ‘brick and mortar’ store do not?
b) What products does the ‘brick and mortar’ store offer that the virtual store do not?
2. Why do a large number of established retailers with successful ‘brick and mortar’ stores now have an
online version of their store?
3. What value does the online store add to the retailer’s ‘brick and mortar’ operation?
MKT 340--FALL 2009--Dr.
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4. Will the online store be able to completely replace the ‘brick and mortar’ store? Support your position:
Whether your answer is ‘Yes’ or ‘No’ please explain why.
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INSTRUCTIONS:
This is an INDIVIDUAL written assignment. YOU ARE TO WORK ALONE.
Please type/word-process your report (preference: Font: Times; size: 12).
Leave 1.5 inch left margin for grading and comments.
HANDWRITTEN REPORT WILL NOT BE ACCEPTED.
REPORT IS DUE IN CLASS ON FRIDAY NOVEMBER 13, 2009 *******
The maximum of 30 points will be assigned for this project. Five points will be deducted each day it is late.
Report length: 2 pages maximum.
Make sure you have your name and student ID on THE TOP RIGHT HAND CORNER of your report.
MKT 340--FALL 2009--Dr.
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MKT 340 FALL 2010
Marketing Written Assignment #2
********** Due November 12, 2009 *********
Typed/word-processed. Single-spaced. Two pages max.
DIGITAL REVOLUTION’S IMPACT ON
CONSUMER SHOPPING AND PURCHASE
Amazon.com is one of the pioneers which became a dominant player in the field of on-line retailing. It’s
initial offerings were books and music CD’s. Since the early start, Amazon.com now sells a wide variety of
goods and services. Many imitators abound in cyberspace.
In each of the following scenarios, please reflect on the shopping and buying experience of the identified
goods and services. Go on-line to experience the shopping for the products and services, and answer the
following set of questions:
1. Buying books and CD’s online is a simple process as the buyer knows exactly what to expect.
Buying clothing/apparel online poses some challenges for the buyer and seller.
a. What are some of the challenges that a buyer would face when purchasing clothing
online?
b. What steps do the typical online clothing retailer take to make sure that the buying
experience is a positive and satisfactory one for the customer? View the websites of
online retailers such as Lands End, Victoria Secret, J. Crew, Gap, etc.
c. Which option do you generally prefer when buying clothing – shopping online or going
to the actual store where you can try them on? Why?
2. Today, most people make their own travel arrangements by shopping online via visiting websites
such as Travelocity, Expedia, or Orbitz. Quite often a call to the local travel agent would actually
save more time and hassles. The travel agent has a lot of experience and can work within your
travel budget to get you the best combination of airline tickets, hotels, and local tour. Yet most
travelers prefer to do it online.
a. What are the benefits of going online when planning a vacation trip that you don’t get
when going to a travel agent?
b. In the face of severe competition from the travel websites, what are some marketing
related incentives that local travel agents can provide their prospective customers that
will entice them to shop for their vacation travel with them?
c. Is there any difference between making arrangements for business related travel versus
vacation travel? For business travel, which option is preferable – online versus going
through a travel agent? Give reasons to support your answer.
INSTRUCTIONS:
This is an INDIVIDUAL written assignment. YOU ARE TO WORK ALONE.
Please type/word-process your report (preference: Font: Times; size: 12).
MKT 340--FALL 2009--Dr.
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Leave 1.5 inch left margin for grading and comments.
HANDWRITTEN REPORT WILL NOT BE ACCEPTED.
REPORT IS DUE IN CLASS ON FRIDAY OCTOBER 9, 2009 *******
The maximum of 30 points will be assigned for this project. Five points will be deducted each day it is late.
Report length: 2 pages maximum.
Make sure you have your name and student ID on THE TOP RIGHT HAND CORNER of your report.
MKT 340--FALL 2009--Dr.
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MKT 340 Extra Credit Bonus
Review of The Culture Code by Clotaire Rapaille
Due date: Friday, November 19, 2010
Extra credit of up to 5% of the total grade of the course will be offered for a review of The
Culture Code by Clotaire Rapaille. This exercise will require you to answer the following
questions and also to write a 3 page reflective essay on what you feel about the contribution of the
Rapaille’s ideas to your understanding of marketing and the practice of marketing. Your grade
for this exercise depends on the quality of your submission.
The Culture Code has drawn both praise and cynical responses. Those who like it argue that it
provides insights and ideas that has enormous consequences for today’s organizations. They
believe Rapaille’s work penetrates the heart of the social archetypes to arrive at the code – the
very deep “why” of human behavior, the trigger to an emotional response in the primitive brain
that explains why people choose to do what they do, and why they buy what they buy. On the
other hand, his detractors argue that Rapaille tends to reduce cultures to mere stereotypes, with
little empirical evidence to support his claims.
Because this book has achieved widespread general readership as well as among business leaders,
it is worthwhile to read and assess its merits or demerits.
Questions: Answer all these questions as fully as you can.
1. What does Rapaille mean when he uses the term “culture code?”
2. Describe the research methodology he uses in his studies of human behavior, especially
consumption behavior. Do you think his methodology is appropriate for the purpose he
has set for himself? Support your position.
3. Rapaille’s ‘Principle 1’ in his research approach is that ‘you can’t believe what people
say.’ What is his rationale for making such a radical claim?
4. Rapaille offers the observation that American culture is notable for its ‘adolescent’ trait.
What support does he offer to justify this observation? Do you agree with him?
5. What are the differences between an American’s approach to ‘freedom’ as compared to
the French’s?
6. What cultural reasons does Rapaille give for the serious weight issue (62% among
women deemed overweight in several reports) facing Americans? Why haven’t many of
the solutions to tackle this problem worked? What does Rapaille offer as a solution to this
problem?
7. Home has a unique and different meaning for people in every culture. What does home
mean for Americans? For the Japanese? For the Nomadic Arabs? For the French?
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8. Why do Americans celebrate work and turn successful businesspeople like Bill Gates,
Jeff Bezos, and Warren Buffet into celebrities and folk heroes? How do Europeans
approach work and money?
9. Binge drinking and alcoholism among college age Americans is a serious national
problem. What is Rapaille’s take on how Americans approach food and alcohol? Do you
agree with his view on this issue?
10. Rapaille suggests that countries and peoples around the world have different codes for
America. What is the France’s code for America? Germany’s. The English’s. What is
Rapaille’s code for America? Do you agree with him?
REFLECTIVE ESSAY on The Culture Code
(3 pages; single spaced, Times font 11, left-margin 1.5 inches)
During this semester we examine a range of issues surrounding the concept and practice of marketing. In
his book, Rapaille argues that understanding a culture is the most important first step in connecting with
consumers in that culture. Hence understanding what American culture is and how it works will be a great
boost to marketers in knowing how to begin to market to Americans. To be successful in international
marketing, it necessitates that marketers be in tune with the cultures of countries that make up the target
market for their products/services.
Reflect on the broad range of issues Rapaille covers in his book as well as the ‘codes’ he
identifies. In your essay, address these issues.
1. Begin your essay with a brief summary of the key ideas and arguments presented in the
book.
2. After reading The Culture Code, what is your overall response to the theme and
arguments he presented in this book?
3. Based on your understanding of American culture, do you think Rapaille has made a
good case that he has decoded what American culture is all about, especially as it pertains
to the purchase and consumption of goods and services?
4. Has reading this book been helpful to you in gaining some insights into cultures that are
different from America’s? List a few of them insights.
5. What insights into and added knowledge of consumer behavior did you glean from
reading this book that you did not have before?
6. Has reading this book helped you get a better grasp of what marketing is all about? If
your answer is yes, explain why this is so? If your answer is no, why not?
7. Would you recommend this book to a college friend? Students in which major will best
benefit from the reading of this book?
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