1. Principles of Marketing MKTG 363 Prof. Adriana M. Bóveda-Lambie

2. Agenda for Today Introductions Required Work Policies What is Marketing

3. About Me BS in Marketing, MA in Advertising, Ph.D. in Marketing 9 years corporate experience Regional Acct. Executive (Y&R Latam, IMS) Direct Marketing, CRM & Customer Service Senior Manager (Americatel) Born and raised in PR; bilingual Football and baseball fan Research: Co-creation, Social Media, Social Branding Classes: Principles of Marketing, Advertising and Promotion Management, Social Branding & Internet Marketing

4. About You Name Hometown Major Something interesting about you

5. Coursework Five Individual Written Assignments SWOT Analysis Industry Analysis Segmentation Analysis Promotion Analysis Case Analysis Article Summary Group Project – Marketing Plan

6. Policies Attendance No cellphones No laptops Email turnaround 24hrs No late assignments No email assignments All assignments in pdf in dropbox

7. Class Website Classroom.scb.rit.edu/aboveda Under Teaching Tab select Principles of Marketing Syllabus Grading Forms Class Slides

8. What is Marketing?

9. Marketing is all around us Not just business Personal life too Marketing is about experiences

10. History of Marketing Production Era Sales Era Marketing concept Social Marketing Value based Marketing

11. Marketing tells a story The customer chooses or not to believe it Marketing is about creating an experience So the customer comes back So it becomes unique & different from competition And only YOU can offer it

12. Marketing is about VALUE Creating value Capturing value Delivering value Communicating value Product Price Place Promotion Marketing Mix

13. Marketing today is about VALUE Value for the customer Value for the firm Satisfaction of wants and needs Cost effective Delivers product promise Resistance to competition Price insensitive customer Brand loyalty CRM

14. Value = benefits vs costs Consumers weigh benefits of acquiring and using products versus all the costs associated with its purchase Examples of Value Driven companies – how do they offer value? Other examples?

15. Value = Relationships = CRM Building relationships with customers Brand engagement Brand Content Unique experiences

16. “old” CRM ways Customer touchpoints POS Inbound/Outbound communications Phone Email Mail

17. Today’s CRM Social Branding Search Engine Marketing Mobile Marketing Location based marketing Customer led brand engagement

18. Shift to customer led marketing Customer more and more in control of offering, place and communication Co-creation/customization 3D Printing Online/mobile shopping Social/Mobile Branding Company still controls price BUT customer can get around it Ebay Overstock Amazon

19. Marketing is Dynamic Constantly changing Never static If you stay static you lose

20. Current Trends in Marketing Social Branding Mobile Marketing Bluetooth Interactive Location-based Customization 3D Printing

21. Summary Marketing is Creating an offering Delivering it to the customer Telling the customer a story about it Getting something in return Product Place Promotion Price Marketing Mix