Department of Marketing
University of Manitoba
FUNDAMENTALS OF MARKETING
Malcolm Smith, Ph.D.
674 Drake Centre
2:30 PM 3:30 PM
Class #1 05/03/2017
Goals/Strategies/Tactics (Different! But often viewed as the same)
Goals Primary objective
Ex. Increase Sales by 20%
Strategies - The high level plan for reaching the goal
Ex. Make brand more visible when consumers start searching
Fundamentals of Marketing
Class to introduce themselves
Name and Student Number
Something fun or interesting about yourself
Your interest in M
Fundamentals of Marketing
Understand the concepts of business, mission, and goals
and why they are important to organizations
Understand how organizations develop their strategies and
the strategic marke
Segmentation, Targeting and
Understand how to segment the market
Understand how and why we choose among
market segments (market targeting)
Understand Product Positioning techniques
Bring it to Life
Business Buyer Behaviour
Identify the key characteristics of business
Recognize how organizational decision making
differs from the consumer decision making
Understand the role and nature of b
Mary Kay Inc., Company Analysis.
The Mary Kay Cosmetics was founded by Mary Kay Ash and her son Richard Rogers on 1963.
Mary Kay is one of the largest direct sellers of skin care and colour cosmetics in the world. Mary
Kay world Headquarters is located in
Harley Davidson Company analysis
Harley Davidson is the motorcycle company established in 1903 by William Harley and Walter.
The first prototype and innovation of the company was established in shed in Milwaukee, where
Walter and Willian Davidson develope
Janmar Coatings, Inc.
What is the decision that Janmar must make?
Janmar Coatings, Inc. is currently facing a problem of how and where to deploy their
corporate marketing efforts among the architectural paint coatings market served
Canadian Breast Cancer Foundation: Corporate
What is the decision that Jane Knox must make?
Canadian Breast Cancer Foundation (CBCF) is a charity organization that needs to raise funds in
order to support its res
Nature and Importance of Price
Among all marketing and operations factors in a business firm, price has a unique role.
It is the place where all other business decisions come together.
The price must be right, in the sense that customers mu
Scope and Significance of Personal Selling and Sales Management
Nature of Personal Selling and Sales Management
Personal selling involves the two-way flow of communication between a buyer and seller, often,
in a face-to-face encounter, design
Types of Advertisements
Advertising is any paid form of non-personal communication about an organization, good,
service, or idea by an identified sponsor.
Advertisements are prepared for different purposes, but the basically consist of two ty
The Variations of Products
Product Line and Product Mix
A product line is a group of products that are closely related because they satisfy a class of
needs, are used together, are sold to the same customer group, are distributed through
What is Marketing Research?
Marketing research is the process of defining a marketing problem or opportunity,
systematically collecting and analyzing information, and recommending actions to improve an
organizations marketing activities.
The Communication Process
Communication is the process of conveying a message to others and requires six elements: a
source, a message, a channel of communication, a receiver, and the processes of encoding and
The source may be a
What is marketing?
Marketing focuses on _ and _ prospective customers needs and wants.
What four factors are needed for marketing to occur?
An organization cannot satisfy the needs of all consumers, and
In todays global competition, it is important to recognize (1) the kinds of organizations that
exist, (2) what strategy is, and (3) how this strategy relates to the three levels found in many
Kinds of O
What Marketing is and what it is not
Marketing is not advertising. Although advertising is one of the most visible aspects of
marketing, t is but one small element of marketing.
Marketing is not selling. In fact, many marketing experts believe
Consumer Purchase Decision Process
The stages that a buyer passes through in making choices about which products and services to
buy is the purchase decision process.
This process has five stages: (1) problem recognition, (2) information searc
The Importance of Environmental Scanning
The process of continually acquiring information on events occurring outside the organization to
identify and interpret potential trends is called environmental scanning.
Environmental scanning is criti
MKT 2210- Chapter 1 Reading Notes
Marketing- the activity for creating, communicating, delivering, and exchanging offerings that
benefit the organization, its stakeholders, and society at large
Stresses the importance of delivering genuine benefits in t
Perspective 1: brand DNA system McDonalds Russia, Google, Stella
Use brand DNA system to evaluate TMNCs
Identify the factors that cause the disconnection of these links and
the factors that facilitate the connection between the core links.
Marketing Research 3220 Group Assignment
1. Determine customer satisfaction in Customer Service as a whole
2. Measure the frequency/reasons and satisfaction levels of customer return goods in
3. Determine the cust
Mkt 2210 Test 2
Ch. 8 - Segmenting, Targeting and Positioning
Characteristics of markets and market segments
o A market is people or organizations with needs or wants with the
ability and willingness to buy
o Within a market, a market segment is a subgrou
Marketing is the activity for creating, communicating, delivering an exchanging
offerings that benefit the organization, its stakeholders and society at large.
Its not fucking people over, mindfucking them, EVERYONE BENEFITS.
ICU: INTRODUCTION TO MARKETING
Vladimir V. Bulatov ([email protected])
LECTURE 2. WHAT IS MARKETING.
Reading: Ch. 1., addendums.
Back to the notion: what is marketing?
<discussion: what is marketing>
"Marketing is a dialogue over time wi
CHAPTER 1 Marketing: Creating and Capturing Customer Value
The set of all actual potential buyers of a product or a
The process by which companies create value for
customers and building strong customer relations