Why were you asked to bring garbage with
you to class today?
To demonstrate the connection between
marketing research and consumer behavior
To better understand market segmentation
What is Garbology?
The scientific study of
Segmentation, Targeting, and
What is STP?
Divide market into smaller groups
Select segment(s) to pursue
Create unique marketing mix for target market(s)
Why bother doing STP?
How can we segment a market
Intro to Marketing
Why are you taking a marketing class?
What do you hope to get out of this course?
How would you have answered the following
question prior to reading Chapters 1 and 2?
What is marketing?
So. what is marketing?
Marketing Plan Project Guidelines
MKT 2301 Fall 2016
To provide an opportunity for students to fully explore the strategic marketing planning process.
To challenge students to develop research and critical thinking skills.
MKT 2301: PRINCIPLES OF MARKETING
Monday/Thursday 9:05 am 10:30 pm
St. Johns University
Peter J. Tobin College of Business
Department of Marketing
Instructor: Dan Rubin
E-mail: [email protected]
Office Hours: By appointment
Analyzing the Marketing Environment
Why is an environment analysis essential?
Marketing Environment Analysis Framework
The Immediate Environment
Existing knowledge, facilities,