Principles of Marketing
Spring, 2003
Mark 380
Section 01
MWF
10:00 - 10:50
Section 02
MWF
12:-00 - 12:50
Hiner G13
Hiner 207
Professor: Dr. Linda Wright
lwright@longwood.edu
Office: Hiner G 15-1
Phone: 434-395-2777
Office Hours: M
2:00 - 4:00
T
4:00 - 5:00
W
2:00 - 4:00
R
4:00 - 5:00
and by appointment
Text: Marketing: Creating and Keeping Customers in an e-commerce World
seventh edition, 2001; authors: Zikmund and d=Amico
Required
Text
ISBN 0324028113
Optional
Power Notes
ISBN 0324058624
Student Learning Guide
ISBN 032402813X
Course Description: An introduction to the functions of marketing in our economy with
particular attention to the influence of social, economic, ethical, legal, and technological
forces on marketing activities. Problems and policies involved in the marketing of
goods and services.
OBJECTIVES:
To define: AWhat is Marketing?@
To understand marketing from a variety of perspectives, with a primary focus on the
marketing manager=s perspective.
To identify and understand the philosophy and activities of marketing.
To understand the importance of the internal and external marketing environments.
To understand the importance of marketing strategy.
To identify and understand customers.
To understand the importance of market segmentation, target market selection, and
positioning strategies.
To understand the importance of the marketing mix and the decisions involved in
choosing and integrating the elements of the marketing mix.
Prerequisite: Econ 217
Class Schedule
Dates
Readings and Assignments
Part 1
Introduction
Monday
1/13
Introduction to the Course
Wednesday
1/15
Chapter 1
The Nature of Marketing
Friday
1/17
Chapter 2
Marketing Management: Strategy and Ethical Behavior
Monday
20
Continued
Wednesday
22
Chapter 3
Environmental Forces in an e-commerce World: The
Macroenvironment
Friday
24
Chapter 4
The Microenvironment in an Era of Global Business
Monday
27
Continued
Wednesday
29
Test 1
Chapters 1 - 4
Part 2
Analysis of Market and Buyer Behavior
Friday
1/31
Chapter 5
Information Technology and Marketing Research
Monday
2/3
Continued
Wednesday
2/5
Chapter 6
Consumer Behavior
Friday
2/7
Chapter 7
Business Markets and Organizational Buying
Monday
2/10
Continued
Wednesday
2/12
Chapter 8
Market Segmentation, Targeting, and Positioning Strategies
Friday
2/14
Continued
Monday
2/17
Holiday
Wednesday
2/19
Test 2
Chapters 5 - 8
Part 3
Product Strategy for Global Competition
Friday
2/21
Chapter 9
Basic Concepts about Goods and Services
Monday
2/24
Continued
Wednesday
2/26
Chapter 10
Strategies for New Products and the Product Life Cycle
Friday
2/28
Continued
Monday
3/3
Chapter 11
The Nature of Services and Customer Services Strategies
Wednesday
3/5
Test 3
Chapters 9 - 11
Friday
3/7
Principles of Marketing
Monday
3/10
Spring Break
Wednesday
3/12
Spring Break
Friday
3/14
Spring Break
Part 4
Distribution Strategy
Monday
3/17
Chapter 12
The Nature of Distribution
Wednesday
3/19
Continued
Friday
3/21
Chapter 13
Retailing, Direct Marketing, and Wholesaling
Monday
Chapter 14
3/24
The Supply Chain and Logistics Management
Wednesday
3/26
Continued
Friday
3/28
Test 4
Chapters 12 - 14
Part 5
Integrated Marketing Communications
Monday
3/31
Chapter 15
Integrated Marketing Communications
Wednesday
4/2
Chapter 16
Advertising in an e-commerce World
Friday
4/4
Continued
Monday
4/7
Chapter 17
Personal Selling and Sales Management
Wednesday
4/9
Chapter 18
Sales Promotion, Publicity, and Public Relations
Friday
4/11
Continued
Monday
4/14
Test 5
Chapters 15 - 18
Part 6
Pricing Strategy
Wednesday
4/16
Chapter 19
Introduction to Pricing Concepts
Friday
4/18
Chapter 20
Pricing Strategies and Tactics
Marketing Plans Due
Monday
4/21
Continued
Wednesday
4/23
Test 6
Chapters 19 - 20
Friday
4/25
Review for Exam
Marketing Plan Discussion
Wednesday
4/30
Section 01
Final Exam
3:00 - 5:30
Monday
4/28
Section 02
Final Exam
11:30 - 2:00
This schedule should be used as a guide and is subject to change.
COURSE REQUIREMENTS AND GRADING
6 tests
1 final exam
20 in - class activity assignments
1 marketing plan project
TESTS:
600 points possible
There will be six tests administered during the semester. They will be composed of
multiple choice, true-false, and/or short answer questions.
Each test will be worth 100 points.
There are no make-up tests. You may substitute your grade on the cumulative final for
the first test that you miss. Any additional tests missed will receive a score of zero.
Testing Procedure: Bring a number 2 pencil and an eraser to each test. Hats or other
headgear will not be allowed on your head during the test. Please make the necessary
arrangements.
FINAL EXAM:
100 points possible
A comprehensive final exam will be given during the scheduled exam period.
The final exam is worth 100 points.
IN-CLASS ACTIVITY ASSIGNMENTS:
100 points possible
There will be 20 in-class assignments due throughout the semester. There may be an
individual component as well as a group component to each assignment. This work is
intended to correspond directly with the class work and discussion on a daily basis. You
must attend the entire class to turn in the assignment and receive credit. Each
assignment will be worth up to 5 points. Partial credit may be awarded if
circumstances dictate.
These assignments can only be completed in class on the assigned day. No make up
work will be allowed. If you are not in class, you are not in class and therefore cannot
complete an in-class assignment.
Homework: Students are expected to have all individual homework prepared prior to
class. Only you can turn in your homework. All individual homework must be typed.
Class Participation: Class participation is part of your grade. You should be prepared
to participate in class discussion. Prior to class you are expected to have read all
assigned work. Points may be added to or subtracted from your in-class point total to
reflect positive or negative class participation, at the Professor=s discretion.
MARKETING PLAN PROJECT:
100 points possible
A 10 page powerpoint slide presentation of a marketing plan is required. This is to be
completed in groups of 3. Details of the assignment will be posted on Blackboard and
discussed in class.
Total Possible Points: 900
Grading: Final Grades will be assigned according to the following:
90% - 100%
80% - 89%
70% - 79%
60% - 69%
0 - 59%
A
B
C
D
F
Grades are earned and therefore are seldom, if ever, curved.
CLASS POLICIES:
Attendance: Students are expected to attend every class. There is a strong
relationship between class attendance and class performance. The tests are written to
correspond with the material presented in class. Students who attend class and pay
attention perform better on tests. You are responsible for all material presented in class
and for all announcements made during class, including any changes made to this
syllabus.
A seating chart will be prepared. Attendance may be taken.
Appropriate Behavior: Attendance includes more than physical presence. You are
expected to conduct yourself with appropriate Classroom Manners at all times. This
includes paying attention to and being respectful of others. Disruptive behavior will not
be tolerated. Sleeping is disruptive to those seated around you. If you wish to talk
during class, raise your hand and share your comments with the group. Don=t talk
privately to your friends during class. Failure to conduct yourself appropriately may
result in expulsion from class. A good short-hand rule is: if you would not want a close
relative to observe your behavior, don=t do it in my classroom.
Summary: don=t sleep and don=t talk to your neighbors during class.
Phones: Phones should not ring during class. Phones in violation will be confiscated.
Multiple offenses will be dealt with severely at the professor=s discretion.
Honor Code: Students are expected to live by the Longwood University Honor Code.
All work done for the class must be pledged. Unless prior permission has been
granted, it will be considered a violation of the honor code to turn in work for another
student.
Food or drink: No food or drinks are allowed
Students with Disabilities: Students with disabilities may receive appropriate
accommodations. These accommodations will be coordinated by the Longwood
University Learning Center. Please keep me informed of your needs in this regard.
Use of Technology: In this class the syllabus, assignments and power point slides will
be posted on Blackboard and e-mail will be used to exchange information.
Check the Blackboard class site regularly as well as your e-mail.
Closing: If the university is closed, we will not have class. We will follow the university
policy regarding all disasters.
Academic Dishonesty Policy: Cheating in any form will not be tolerated in the College
of Business and Economics. If the instructor determines that a student has cheated on
an assignment, the grade of F may be assigned for the entire course. Cheating is the
use of unauthorized resources and/or work of another including but not limited to
homework, tests, papers, presentations and exams. Unless specifically instructed
otherwise, students are to assume that all course work is to be the work of the
individual student alone. If a student is unsure as to whether collaboration is permitted,
the professor should be contacted in advance of performing the work.
Academic honesty is expected at all times.
Written Papers: All papers must be typed, double spaced, 12 font, 1 inch margins standard format (paragraphs, sentences), unless otherwise indicated. Points will be
deducted if the format is not followed. Spelling, grammar, and appearance (use
headings) are important and will be considered as part of your grade. Include a
bibliography at the end of your paper.
Questions: If you have questions about anything please ask me. I am the best person
to ask.
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Study Guide for Comprehensive Final
What is Marketing?
Marketing Management
The Marketing Environment
The Macroenvironment
The Microenvironment
International Marketing
Information Systems and Research
Consumer Behavior
Business to Business
Segmentation - Target Marketing
Marketing Mix
Product
Place
Promotion
Price
Chapter 1
Chapter 2
Chapter 3
Chapter 4
Chapter 4
Chapter 5
Chapter 6
Chapter 7
Chapter 8
Chapters 9, 10,11
Chapters 12, 13, 14
Chapters 15, 16, 17, 18
Chapters 19, 20
Definition of marketing, marketing mix - 4 p=s: product, place, promotion, price,
philosophies - orientations: production, sales, market, societal, marketing concept
Marketing management: strategy, planning, mission, levels in the organization, SBU,
market/product matrix, SWOT, strategic marketing process, 6 stages, ethics
Environmental forces: environmental scanning, influences: physical, social, sociocultural, demographic, science, technology, economic, political, legal, competition, 4
c=s,
International marketing - reasons, strategies, global, local, cost, control, commitment,
trade offs, culture, exporting, licensing, direct ownership, when and why
Information, information systems, decision support systems
marketing research, stages in the research process, research methods, types of data,
surveys, sales forecasting
Consumer behavior, what it is, decision making process, 5 steps, risk, choice criteria,
satisfaction, categories and complexity of decisions, involvement, types of influence,
motivation, perception, learning, attitude, personality, social influences, culture, values,
norms, roles, social class, reference groups, family
Business to business marketing, organization types, organizational buying, what it is,
characteristics, intended use, derived demand, buying centers, roles, purchasing
agents, needs, 3 types of buying situations, NAICS, compare and contrast business to
consumer buying process
Markets, market segmentation, target markets, why, how, meaningful targets, bases,
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variables, dimensions for segmentation, 4 strategies, positioning, market position, maps
Product: total product - primary characteristics - auxiliary dimensions -core, augmented
- product strategy - product concept - product differentiation - classifications - tangible intangible - durable - convenience - shopping - specialty - unsought - organizational product item - line - depth - width - mix - product portfolio - branding - names - marks types of brands - brand strategy - packaging - labeling - warranty - services characteristics - intangibility - perishability - inseparability - heterogeneity - service mix service quality - new products - types - perspectives - characteristics of success &
acceptance - new product development process - stages - reasons for success & failure
- product life cycle - stages - characteristics - variations - managing the cycle revitalization - adoption process - diffusion process - adopter categories - modification TQM - product line strategy - international strategies - elimination - ethical issues
Place: definition - purpose - intermediaries - functions - physical distribution / logistical
functions - communication functions - facilitating functions - traditional channels - typical
channels - channel structures - vertical marketing systems / VMS - corporate administered - contractual - channel management - length - strategy - factors - intensity
of distribution - 3 levels - interdependency - power - traditional channels - legal issues retailing - types - classification - strategies - retail marketing mix - scrambled
merchandising - wholesaling - types - merchants - agents - classification - strategy physical distribution - logistics - definitions - objectives - policy - trade offs - total cost supply chain - physical distribution components - functions
Promotion: purpose - communication - purposes - 4 promotion mix elements integrated marketing communications - IMC - communication process - model of
communication - hierarchy of communication effects - push and pull strategies promotional campaigns - objectives - approaches - ethics - legal issues - budget comparing the four elements of the promotion mix
Advertising - definition - nature - purpose - 2 categories - planning & developing
advertising campaigns - process - activities - goals - objectives - influencing factors - plc
- creative strategy - appeal - execution - copy- art - AIDA - media selection - factors choices - scheduling - measuring effectiveness - ethical issues - legal standards
Public Relations - purpose - means - publicity - target audiences
Personal Selling - defined - effectiveness - characteristics - flexible - relationships limitations - types of tasks - creative selling process - steps in the process - sales
management - activities - tasks - functions
Sales Promotion - intermediaries - consumers - objectives - categories - tools
Price: definition - value - list price - marketing mix variable importance - consumers - society - firm - revenue - price competition - non price
competition - price as a signal - 5 steps in setting prices - pricing strategy fundamentals
- objectives - income oriented - sales oriented - competition oriented - social concerns perspectives - target market considerations - price parameters -influencing factors demand - demand curve - supply - supply curve - price elasticity - cross elasticity - costs
- marginal analysis - profit maximizing - pricing strategies - differential - competitive skimming - penetration - product line - psychological and image - distribution based establishing the exact price - mark up - cost plus - average cost - target return - break
even analysis - price adjustments - rebates - discounts - allowances - pricing and the
law - unfair trade practices - price fixing - price discrimination - predatory pricing - ethics
10
- social responsibility
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