The Importance of
Business Ethics and Corporate Social Responsibility: A Course Module
Hershey H. Friedman
School of Business
Brooklyn, New York
This course module is designed to help professors teach
What is marketing?
Marketing is the activity for creating, communicating, delivering, and exchanging
offering that benefit the organization.
4 factors for marketing to occur?
Two or more parties with unsatisfied need.
Desire and ability to
HW I: 1 Applying Marketing Knowledge. Question, p. 555 & All questions, 577-78. 2. Building
Your Marketing Plan: Ques. 1 - 4 p. 555 and Ques 1-2 p. 578
Applying Marketing Knowledge. Questions, p. 555
1 The personal selling process consists of six stages:
1. (a) Medtronic is a very clear example of how a corporations mission statement can provide
the company with an effective strategic direction. The mission statement or vision of a company
or organization should be clear, concise, meaningful, focused on t
Must leave at 8 pm and finish by 8pm Marketing
HW H: 1 Applying Marketing Knowledge. Questions 1-3, pp 498- 499 & questions 1, 2 and 6, p.526. 2.
Building Your Marketing Plan: Ques. 1 - 4 p. 499 and Ques. 1-3 p. 526
Applying Marketing Knowledge. Questions
HW E: 1 Applying Marketing Knowledge. All questions, p.346-347. 2. Building Your Marketing Plan:
Ques. 1 - 2 p. 295
For the product offering in your marketing plan, 1 Identify ( a ) its stage in
the product life cycle. Sash Products are at the introductio
Applying Marketing Knowledge. Questions 1 & 2
1 The variables that might be used to segment these consumer markets are based on market
segmentation, which arranges prospective buyers into groups with common needs and who are
likely to respond similarly to
Consumer wants can be needs that are shaped by a consumers knowledge, culture, and
personality. Consumer benefits are closely related to the value of a product, service, or idea that a
consumer receives including best price, best product, and best serv
HW G: 1 Applying Marketing Knowledge. No questions.
2. Building Your Marketing
Plan: Ques. 1 - 4 p. 436
1. My marketing plan involves using retailers. The retail positioning matrix in Figure 168
shows four possible positions to develop my retailing strate
HW F: 2. Building Your Marketing Plan: Ques. 1 - 3 p. 373
To arrive at the final price(s) for your offering(s):
1 In Chapter 13, you considered your customers and competitors and set three possible prices.
Now, modify those three prices in light of ( a )
Elegant Sash & Accessories, Inc.
Strategic Focus and Plan
Elegant Sash & Accessories, Inc. creates consumer value by producing elegant
and fashionable sashes that securely carry modern technology, financial instruments, and
1 Societal responsibility refers to obligations that organizations to protect the natural
environment and improve societal well-being. The concepts of social responsibility that are
applicable to the practices of Anheuser-Busch include environmenta
August 8, 2016
1) Katzs functional theory of attitudes states that all attitudes correlate with and are
triggered by five specific sets of functions. These functions are the utilitarian, social
Test 1 Study Sheet
BCG Business Portfolio Analysis 36
Requires an organization to locate the positions of each of its SBUs on a growth-share matrix
Brand Extension 286
Brand extension is the practice of using a current brand to enter a different product c
Ch. 15 Managing Marketing Channels and Wholesaling
Marketing channel consists of individuals and firms involved in the process of making
a product or service available for use or consumption by consumers or industrial users.
Marketing channels make possib
Ethics- the moral principles and values that govern the actions and decisions of an
individual or group. They serve as guidelines on how to act rightly and justly when faced
with moral dilemmas.
Laws- societys values and standards that are enforceable in
Segmentation- is dividing a market into submarkets or segments
Segment the markets
Quantify the segments- determine size
Select segments- market attractiveness
Position- the space we occupy in the customer's mind
How are we going
Understanding Consumer Behavior
Consumer behavior is the actions a person takes in purchasing and using products and services including the
mental and social processes that come before and after these actions
Purchase decision process has five stages
CH. 14 Arriving at a Final Price
Demand oriented pricing approaches:
Skimming pricing is when a firm that is introducing a new product will set the
highest initial price that customers who really want the products are willing to pay. These
Price is the money or other considerations exchanged for the ownership or use of a
product or service.
Barter is the practice of exchanging products and services for other products and
services rather than for money.
Value is the ratio of perceived benefi
CH 11 Managing Successful Products and Brands
Product Life Cycle:
This stage takes place when a product is first introduced to its target market. Because of
large costs for product development and advertising, profit is very little duri
CH 17 Retailing
Outlets can be classified in several ways
Retailing includes all activities involved in selling, renting, and providing products and
services to ultimate consumers for personal, family, or household use.
Form of ownership distinguishes ret
CH 10 Developing New Products and Services
There are different types of products:
1) Goods- tangible
a) durable- lasts over many uses ex. leather coat,
b) non durable or consumable- consumed over one or a few uses ex. milk
2) Services- intangible activiti
Marketing research is the process of defining a marketing problem and opportunity systematically collecting
and analyzing information and recommending actions
Decision is a conscious choice from among two or more alternatives
CH 16 Supply Chain
Logistics involves those activities that focus on getting the right amount of the right
products to the right place at the right time at the lowest possible cost.
Logistics management is the performance of these activities. The practice
Chapter 2: Perception
When students finish this chapter they should understand that:
Perception is a three-stage process that translates raw stimuli into meaning.
Products and commercial messages often appeal to ou
Professor: Fouad Moutrane
1. Strategic planning for the family business is about matching
the firms internal capabilities with its external environment.
Every business needs to establish their firms capabilities to succe
Search Engine Optimization
An internet based tool that searches
index of documents for a particular
term, phrase or text specified by the
user. Commonly used to refer to large
web-based search engines that s
Periodically, DuPont Industry runs ads describing the merits of LYCRA elastic fibers (a product DuPont produces)
in clothing. Its ads are an example of institutional advertising.
0 out of 2 points
Fifty Cents, the rapper, mentioned his new pro