341 F10 Course Outline (final)

341 F10 Course Outline (final) - Business Management 341...

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Business Management 341 Schedule and Reading List This document provides a basic outline of the topics covered in each chapter of the book. Topics written in italics represent topics that include information taught in class but not found in the text. Note that there are a few topics that are assigned in the reading for which you will be responsible, but that we will not cover in depth in class. After each outline, a reading list is provided for the chapter. You are not responsible for any material in the text not listed in the reading (additionally, you will not be responsible for the chapter previews, the company showcases that start each chapter, or the excerpts entitled “Real Marketing x.x”, though I encourage you to read these passages). In addition to reading, each study guide lists key terms, key models and equations, and asks a few review questions that you might consider as you study the content of each chapter. You should not consider the review questions to be a complete review of the reading or lecture. Instead, consider them a guide and try to think of your own questions to further your understanding of the material.
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Chapter 1: What is Marketing? What is Marketing Theory of Markets Marketing Orientations Reading (9 pages) What is Marketing (pp 4-6) Understanding the Marketplace and Customer Needs (pp 6-8) Designing a Customer-Driven Marketing Strategy (pp 8-12) Preparing an Integrated Marketing Plan and Program (p 12) Key Terms Understand all the KEY Terms listed on p. 32 under Objectives 1, 2, and 3, except “Marketing Management . In addition, understand the following terms: o Customer driven marketing (also known as Customer led marketing) o Customer driving marketing (also known as Customer leading marketing) Quantitative Marketing None Review Questions 1. What are the key elements in the definition of marketing? Based on this definition, what is the primary goal of marketing? 2. For each of the following items, determine whether it is a need or a want and then list its counterpart. (Example: iPod: iPod is a want; an associated need is music/entertainment. Another associated need might be status/acceptance). a. Transportation b. Arrowhead Bottled Water c. Crocs (colorful, rubber-like shoes) 3. Compare and contrast NEEDS, WANTS, DEMANDS, OFFERINGS, EXHANGE, and MARKETS are related to each other. Diagram their relationship. 4. For each of the five marketing orientations, list two examples of industries, firms, or brands that have historically relied on that orientation. What are the key characteristics of the examples you list that make the orientation appealing? 5. What is the different between being customer driven and customer driving?
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Chapter 1 Part II: Customer Relationship Management (Define Customer Relationship Management (CRM) Understand Value, Satisfaction, and Loyalty o Economics of Loyalty / 6 reasons for CRM The CRM Process o Form Database (Clubs, Frequency, Permission, Web 2.0) o Choose Customers o Relationship Strategies (Different customers require different relationships) o
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