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Unformatted text preview: 1 MARKETING PRINCIPLES HADM 241 M-W 1:25-2:40 Professor : Dr. Michael McCall Spring 2008 Office : Statler 545C Office Hours : 2:45- 4:00 (Monday) or by appointment (255-4500; 274-3501). E-mail is strongly recommended: MM114@Cornell.edu or McCall@Ithaca.edu Text: 1. Pride, W., & Ferrell, O. (2008). Marketing: Concepts and Strategies (14ed). Boston: Houghton Mifflin Company (required) Course Description: Welcome! This is the foundation course for all marketing electives. This is the study of concepts, activities and decisions related to the exchange process, managing the marketing mix and development of a marketing strategy for a variety of organizations. Ideally, we will explore the basic notion of marketing principles and then examine how they apply to service and related organizations. In a nutshell, marketing is about customers and the development, distribution, promotion and pricing of products. The grease that makes this process work is rooted in the concept of Exchange. Customers exchange goods with sellers, sellers exchange with producers and consumers exchange goods among themselves. Our task is to understand better how these exchanges are facilitated by what we will describe as key marketing concepts. Thus, we will emphasize how market decision makers interact so as to create a mutually satisfactory exchange. Emphasis in this course will be placed upon a conceptual understanding of the concepts and ideas such that, as customers and service deliverers you might apply the ideas to your own lives. COURSE OBJECTIVES: 1. To provide an in-depth understanding of the marketing concepts. 2. To develop in you an understanding and appreciation for how these marketing concepts are used to facilitate a mutually satisfactory relationship between the customer, the organization and the product. 2 3. To develop in you an understanding and appreciation of the process of managing successful exchange relationships among customers and service deliverers. exchange relationships among customers and service deliverers....
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- Spring '06