WELCOME TO BA 315
MARKETING
MANAGEMENT @UMSL
MARKETING
CAPSTONE
the
LINDELL PHILLIP CHEW , THE INSTRUCTOR
YOU ARE FROM THIS MOMENT
UNTIL THE END OF THIS SEMESTER
A MIDDLE MANAGER (e.g Product,
Group Product, Brand, Sales or just not
so plain MARKETING!
LET’S DO SOME
HOUSEKEEPING….
WHAT ARE THE CORE
ASSIGNMENTS &
REQUIREMENTS???????
EXAMS
ALL ESSAY & #3 A TAKE HOME!
50%…half of our points
HIGH INVOLVEMENT
PROJECT- 33%
WRITTEN (150 POINTS)
ORAL ( 50 POINTS)
MARKETING PLAN
BUSINESS PLAN
PROMOTIONAL STRATEGY
FEASIBILITY STUDY
VOICE YOUR CHOICE
GROUP OR INDIVIDUAL
START EARLY!!!!!!!!!!!!!
WHEN I DO I UNDERSTAND!!!
REAL WORLD
Other…ORAL CASE,
WRITTEN
ASSIGNMENTS, QUIZ,
EXERCISE
PRESENTATIONS &
OTHER STUFF (all 17%)
YOUR ORAL CASE (40 POINTS)
QUIZ (20 POINTS)
THE REST (40 POINTS)
The LPC PLEDGE
WE FIRST ESTABLISH CASE
METHODOLOGY
THEN PREPARE & NAVIGATE A GROUP
PRODUCT MANAGER’S MARKETING
PLAN
THEN UNDERSTAND OUR SELVES,
OUR COMPETITION & OUR CUSTOMER
AND STAY ON TOP OF OUR
ENVIRONMENT
APPLY CONTRIBUTION MARGIN & NET
PRESENT VALUE
WE WILL DOMINATE……….GO FOR IT!
Beyond market orientation
(cpt 1), WE ARE ---MARKET DRIVING
A FEW EXAMPLES OF THIS LEVEL
OF SUCCESS…..
There are eight dimensions
of quality………provide
levels of satisfaction that
exceed customers'
expectations:
.
Performance, Features
Reliability, Conformance
Durability, Serviceability
Aesthetics, Perceived quality
WHAT IS OUR CONTROL
DIAGRAM ????????????
WHO IS THE PRIMARY TARGET
MARKET OF THE ST LOUIS AREA’S
MOST ESTEEMED HOSPITAL??
In general…middle level
marketing managers focus on
specific customer needs and on
adapting the firm's
products, prices, and promotional
efforts to meeting
customer needs
The delivery of quality and
satisfaction will require the
input of organizational areas
such as operations,
manufacturing, & research and
development, in addition to
marketing.
This is functional interdependence
BA 315-CHAPTER 1
Lindell’s notes
MARKET ORIENTATION,
MARKETING
MANAGEMENT AND THE
MARKETING PLANNING
PROCESS CONCLUDED
to be continued >>>>>>>>
LPC1@umsl.edu