1. Business 100 Introduction to Business Dr. Kathy Broneck

2. Review Unions Legalities of Unions Tactics of Unions and Managers Sexual Harassment

3. Preview Marketing Types of Markets Marketing Research Consumers

4. Evolution of Marketing Production Era - Up to early 1900s Selling Era - 1920s-1950s Marketing Era - 1950s+ Customer Service Profit

5. What is Marketing? Target Market Market Needs Satisfy Needs

6. Different Markets Business-to-Business (B2B) Consumer-to-Consumer (C2C) Business-to-Consumer (B2C) Consumer Niche One-to-One Business-to-Government (B2G)

7. Elements in the Marketing Mix Product Marketing Program Place Promotion Buy at Computers ‘R Us Price

8. Product Design Concept Test Prototype Test Market Outsource Package Design/Brand Name

9. Market Research Process Define Collect Analyze Choose

10. Uses of Market Research Analyze Customer Needs/Satisfaction Analyze Markets & Opportunities Analyze Effectiveness of Strategy/Tactics Analyze Goal Achievement

11. U.S. Buying Power* In Million $ *Excludes senior citizens, as not all sources characterize them as a diversity market

12. Marketing mix ProductProduct PricePrice PlacePlace PromotionPromotion Marketing mix ProductProduct PricePrice PlacePlace PromotionPromotion Psychological PerceptionPerception AttitudesAttitudes LearningLearning MotivationMotivationPsychological PerceptionPerception AttitudesAttitudes LearningLearning MotivationMotivation Situational Type of PurchaseType of Purchase Social surroundingsSocial surroundings Physical surroundingsPhysical surroundings Previous experiencePrevious experienceSituational Type of PurchaseType of Purchase Social surroundingsSocial surroundings Physical surroundingsPhysical surroundings Previous experiencePrevious experience Sociocultural Reference groupsReference groups FamilyFamily Social classSocial class CultureCulture SubcultureSubcultureSociocultural Reference groupsReference groups FamilyFamily Social classSocial class CultureCulture SubcultureSubculture Decision-Making Process  Problem Recognition  Information Search  Alternative evaluation  Purchase decision  Postpurchase evaluation (cognitive dissonance) (cognitive dissonance) Consumer Decision Making

13. Influences on Consumer Behavior Learning Subculture Reference Group Cognitive Dissonance Customer Culture

14. Buying Process Step 1: Recognize Problem Step 2: Information Search Step 3: Evaluate Alternatives Step 4: Make Purchase Decision Step 5: Post purchase Evaluation

15. Successful Marketing in Small Organizations Identify your best customers. Build lasting relationships. Share your customers with other businesses by developing strategic alliances. Practice integrated marketing. Know what makes your customers happy. Personally thank your customers for support. Stand out above the competition.

16. Marketing Strategies in Non-Profit Organizations Find a productive board of trustees (Directors) Make marketing the focus; not short-term sales Know your mission and review mission strategy regularly Practice strategic planning Carefully segment target market Train & develop volunteers for long- term Be frugal- know how to manage finances

17. Stakeholder Marketing Shareholder Green Products Customer Relationship Management (CRM) Section of the ERPs; software Pareto Principle or 80/20 rule 80% of process defects arise from 20% of the process issues. 20% of your sales force produces 80% of your company revenues. 80% of customer complaints arise from 20% of your products or services.

18. Later on… You have a marketing paper section. Start thinking about: Who are you selling to? What are some of the consumers’ characteristics? How do you plan to market your product?