MARKETING Bob McDonald Area Coordinator of Marketing United Supermarkets Professor of Marketing

WHAT IS…? MARKETING

Advertising

Commercials

ICONS

Branding

Retail

Infomercials

Sales

MARKETING Sine Qua Non of Business Sine Qua Non of Business “Without This Nothing”

MARKETING Meeting customer needs Meeting customer needs Exchange: Quid pro Quo (This for That) Exchange: Quid pro Quo (This for That) Creating, Promoting & Delivering: Creating, Promoting & Delivering:  Goods & Services

Where can marketing be used? Traditional Businesses Traditional Businesses Not-For-Profit Companies Not-For-Profit Companies Institutions Institutions Social Organizations Social Organizations Social Causes and Ideas Social Causes and Ideas Politics Politics Sports and Entertainment Sports and Entertainment

Markets All actual and potential customers All actual and potential customers Can’t be all things to all people, so break up total market into segments Can’t be all things to all people, so break up total market into segments Each segment is comprised of people who are grouped by their similarity along some dimensions Each segment is comprised of people who are grouped by their similarity along some dimensions Target the segment(s) that is most attractive Target the segment(s) that is most attractive

Be sure segment is big enough.

Understand the segments

Use demographics & psychographics to create segments

Market Segments and Positioning Target Segments Target Segments Market research is critical to identify and understand target segment(s) Market research is critical to identify and understand target segment(s) Position to be most attractive to target segment Position to be most attractive to target segment  Use Marketing Mix

Marketing Mix: The Four Ps Product Product Price Price Promotion Promotion Place Place

Product/Service

Product Benefits delivered to customers Benefits delivered to customers  Features  Size  Options  Packaging  Warranties  Service

Price Price can be an indicator of quality Price can be an indicator of quality Discounts Discounts Bundling Bundling Volume Volume Wholesale Wholesale Retail Retail

Promotion P aid Advertising P aid Advertising  What most people think P ersonal Selling P ersonal Selling  B2B and B2C Sales P romotion Sales P romotion  Coupons, contests, events, sponsorship P ublic Relations P ublic Relations  Media, Stakeholders, Government

Place AKA Distribution Wholesaling Wholesaling Retailing Retailing Direct Marketing Direct Marketing Logistics Logistics

Career Opportunities I Strategy: Products, Markets Strategy: Products, Markets  CEO, executive level decisions Sales Sales  Customer Interaction  B2B/B2C  Great place to start (70%); know customers Advertising Advertising  Reaching target market  Choosing vehicles  Budgets

Career Opportunities II Public Relations Public Relations  Deal with media and investors  Lobbying Research Research  Need analytical skills  Surveys, test markets, scanner data Product Design Product Design  product, package, label, logos

Career Opportunities III Brand Management Brand Management  Responsible for entire brand Supply Chain: shipping, wholesale, logistics Supply Chain: shipping, wholesale, logistics  Need computer skills  Detail-oriented  Deadlines Customer Service Customer Service  Good people skills  Patience

Career Opportunities IV Purchasing and Materials Management Purchasing and Materials Management  Negotiation  Computers/Organization Events Planning Events Planning  Trade shows and Conventions  Golf Tournaments Database Management & Direct Marketing Database Management & Direct Marketing  Computer skills

MARKETING COURSES MKT 3350 Intro to Marketing MKT 3350 Intro to Marketing MKT 3351 Services Marketing MKT 3351 Services Marketing MKT 3352 Consumer Behavior MKT 3352 Consumer Behavior MKT 3353 Supply Chain Management MKT 3353 Supply Chain Management MKT 3356 Market Research & Analysis MKT 3356 Market Research & Analysis MKT 4351 Personal Selling (Excellent Course!) MKT 4351 Personal Selling (Excellent Course!) MKT 4354 Market Promotion MKT 4354 Market Promotion MKT 4358 International Marketing MKT 4358 International Marketing MKT 4359 Sales Management (Excellent Course!) MKT 4359 Sales Management (Excellent Course!) MKT 4370 Logistics Management MKT 4370 Logistics Management MKT 4371 Logistics Analysis MKT 4371 Logistics Analysis MKT 4382 Internship in Marketing MKT 4382 Internship in Marketing

Global Supply Chain Concentration Major Courses Major Courses  MKT 3353 Supply Chain Management  MKT 4358 International Marketing  MKT 4370 Logistics Management  MKT 4371 Logistics Analysis  IB 4361 International Commerce* Business Electives Business Electives  Two Group A  One Group B * Pre-req MKT 4358

Sales Concentration Major Courses Major Courses  MKT 3352 Consumer Behavior  MKT 4350 Personal Selling  MKT 4354 Market Promotion  MKT 4359 Sales Management Business Electives Business Electives  Three Group A  One Group B Required Restricted Electives Required Restricted Electives  ENGL 3365 Professional Report Writing or  COMS 3358 Business & Professional Communications

Certificates Energy Commerce/Sales Energy Commerce/Sales Energy Commerce/Global Supply Chain Energy Commerce/Global Supply Chain Energy Commerce/International Business Energy Commerce/International Business Speak with your advisor for more information

For more information about marketing: The Marketing Association The Marketing Association  The American Marketing Association The American Marketing Association  See your advisor See your advisor

For copies of Slides My web page: My web page: 