Lec+13+Marketing++S12 - UGBA AS 172 MARKETING TO THE MASSES...

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1 UGBA – AS 172 MARKETING TO THE MASSES
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Class Rep Feedback from student surveys & what I can/can’t do l I should continue Discussion – engagement Reaction papers Presentism PPT slides on Bspace We go over readings in class l improve way I handle Discussion Student numbers awkward Encourage participation more More ways for students to participate Lecture Putting more info on slides Post lecture notes, clues info for exam terms etc Exams Fewer terms, review sessions 2
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What will help l Engagement Reaction papers count! Work on your reactions- polish your answers- posting counts! Use the class forums – post responses! l How to get most from lecture Take notes on what I say and what students say – review with slides after class Livescribe Smart Pens (?) 3
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Managerial Capitalism & Mass consumption/production l Marketing to the masses Advertising is a part of this American Studies particularly interested in cultural impacts Business history – in business strategy behind But only a part 4
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5 TODAY l Business strategies in consumer goods & financial services industries Distribution and Marketing Development of retail sales and advertising capabilities Provision of consumer credit Marketing of financial services l Role in Prosperity of 1920s Run-up to the stock market crash
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6 LEARNING PROCESS: THE PROBLEM for Managers l Big shifts in late 19th early 20th centuries Supply side shifts from limited availability of consumer goods & services mass availability More stuff - produced more efficiently Demand side grows
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7 Poor fit of existing consumer good distribution system l Locally produced, sold in bulk What was fundamental mgmt challenge for combine like Nabisco? National Tea Company, Chicago, 1876
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8 Mass production and national scope l Must develop new organizational capabilities in Product and packaging design Branding Distribution
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9 LABELS PROLIFERATED
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NATIONAL BUSCUIT COMPANY’S SODA CRACKER INTRO 1898 l Distinctive shape l Distinctive packaging l l Sales staff l Advertising campaign 10 BY 1908 NABISCO SELLS 44 PRODUCTS IN THIS KIND OF CARTON
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Significance of picture? 11
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This note was uploaded on 03/08/2012 for the course ECON 155 taught by Professor Klein during the Spring '12 term at University of California, Berkeley.

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Lec+13+Marketing++S12 - UGBA AS 172 MARKETING TO THE MASSES...

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