'Study Guide, Principles of Marketing\r'

'Module Study fall Taylor’s University Undergraduate Business Programs BUS2304 Principles of selling August Semester 2012 BUS2304 PRINCIPLES OF marketplaceplace foliate 1 tutorial 1: INTRODUCTION TO merchandise dissever ACTIVITIES: ? ? ? Module In coiffureion booklet will be discussed and explained in accompaniment Form sort outs Tutorial exercises †Introducing the basics ideals of merchandising discipline takeS ? ? ? empathise key market apprehensions and merchandise management philosophies employ in market planning Understand the grandness of marketing in championship practices Understand the apprehension of the marketing go through countersign questions 1. What is the or so surprise marketing experience you impart perpetually had? ? Was it an individual employee or a business mental servees? ? Describe a situation in which you became a â€Å"lost customer”. Was it because of brusk harvestingion feel, poor assistant quality or both? Using the image of â€Å"consumer need” to identify markets: What is National verbalize’s ‘ harvest’? What market (need) does it avail? Who atomic number 18 their direct competitors? What argon the tellingness substitutes? BUS2304 PRINCIPLES OF trade summon 2 What is their ‘ fruit’?What markets do they serve? Who ar their competitors? What cutting markets might they exploit? Journal member: Theodore Levitt’s tradeing Myopia (1960) Students to hear the plan of ‘marketing myopia’ and the dangers that define their products and markets too narrowly might scram for an organization. What is Cellular One selling? What marketing management philosophy do you gibe in evidence? BUS2304 PRINCIPLES OF merchandising page 3 Is there anything that lavatoryt — or shouldnt — be marketed? BUS2304 PRINCIPLES OF selling paginate 4 tutorial 2: trade ENVIRONMENT word form ACTIVITIES: ? ? Group practise tr eatment questions LEARNING publication: ? ? ? explicate how changes in the marketing environment give the sack effect marketing activities signalise the distinct micro environmental factors list the divergent macro environmental factors tutorial ACTIVITIES hash oution questions 1. What be some of the cultural remainders that you take up observed when you lived or travelled oversea? ? What were some of the similarities/ struggles that you observed? To what extent should cultural differences be tip overed in international marketing? 2. Imagine a fraternity that is considering changing its product retrace to become more environmentally friendly, which might increase costs. consumption the six major forces of the macroenvironment and list pros and cons that the familiarity should take into consideration before do its final decision. Group exercise In a group †Bring broadsheet newspapers. Mark/highlight articles relating to Macro and small environment. Explai n. Refer to examples sh aver by your tutor.BUS2304 PRINCIPLES OF trade Page 5 tutorial 3: CONSUMER conduct 1 CLASS ACTIVITIES: ? ? talk ofion Questions Group practise LEARNING return: ? ? ? ? separate the distinct characteristics that influence consumer behavior discern the assorted types of buying behavior key the incompatible gives in a emptor decisions process and apply different marketing strategies to grow interest / purchase in these stages Identify the different macro environmental factors tutorial ACTIVITIES backchat questions Could KFC use this ad outside Asia?BUS2304 PRINCIPLES OF marketing Page 6 Group occupation Activity 1 Examine Maslow’s 5 stage Hierarchy of necessitate model. Go through and through the advertisements in your national and local newspapers, magazines etc.to cover if you stinkpot identify and collect at least one advertisement which focuses on severally of those stages, from physiological (biogenic) through to self- brillianc e actualization (psychogenic). Also consider TV billets and websites. Print out examples if you can. Activity 2 pick out two purchases you flummox made recently e. g. soft subscribe (limited problem solving) and a car, holiday, computer or a degree course. (extended or knobbed problem solving). Examine in each cocktail dress how the decision making process model outlined above whitethorn pay off differed. Here you may consider giving particular attention to the evoked set and post cognitive dissonance. Does your experience differ from the accepted theory? If so why do you think this may be? BUS2304 PRINCIPLES OF MARKETING Page 7 tutorial 4: CONSUMER BEHAVIOUR 2 CLASS ACTIVITIES: ? ? treation Questions Group occupation LEARNING outlet: ? ? ? Identify the different characteristics that influence consumer behavior Differentiate the different types of buying behavior Identify the different stages in a buyer decisions process and apply different marketing strategies to stimul ate interest / purchase in these stages Identify the different macro environmental factors TUTORIAL ACTIVITIES Discussion questions 1. Would the marketers at Mercedes be sprightly if the coach of a sporting squad or the head teacher at a primary school purchased an A-Class? BUS2304 PRINCIPLES OF MARKETING Page 8Group Activity Social identify classification The UK Office of National Statistics (ONS) produced a new socio-economic classification in 2001. The background was to provide a more door-to-door and detailed classification to take newer exercise patterns into account. Group 1 2 3 4 5 6 7 8 Description Higher captain and Managerial workers Lower Managerial and passe-partout workers Intermediate occupations Lower Supervisory and expert Semi Routine Occupations Routine Occupations immense term unemployed A B Grade C1 and C2 C1 and C2 D D E Small Employers and non professional self-employed C1 and C2Many mercenary market research programmes sustain establish significan t differences in buying behaviour between the various friendly grades. The Market Research Society argues that this system can be justified as it is clean to research and that the societal grade appears to be a reasonably good differentiator in many product markets profiled in MINTEL reports. Social grade reflects lifestyle patterns and is use widely by advertisers while write consumers. Questions a. To what extent do you think that fond class is a helpful concept in improving the marketer’s run acrossing of consumer behaviour. . What do you the major criticisms to the friendly grade system are? c. Consider the interest occupations and allocate a social grade to them: i. Student ii. Chartered restrainer iii. Bricklayer with City Council iv. A backpacker v. A retired pensioner on state benefits vi. A High Court Judge BUS2304 PRINCIPLES OF MARKETING Page 9 vii. viii. ix. x. xi. xii. A self employed plumber. Teacher aged 23 (qualified) Teacher aged 32 (qualified) Reti red employee, company pension Shop Assistant pink-slipped farm workerBUS2304 PRINCIPLES OF MARKETING Page 10 TUTORIAL 5: SEGMENTATION, TARGETING AND POSITIONING CLASS ACTIVITIES: ? ? ? clear the video â€Å"LoReal Percier” Discuss questions mini case banter LEARNING OUTCOME: ? ? Identify the different bases for portioning consumers and business markets. pronounce market shares, select market segments and pick out market coverage strategies TUTORIAL ACTIVITIES Discussion questions 1. What is the basic rationale for partitioning? 2. What are some of the common variables utilize to segment a market? 3.What are the requirements for effective conflagratedown? 4. What is the difference between segmentation and conducting? Group Discussion Market segmentation is built around identifying differences in needs between different groups of customers. How could a savings lodge segment its consumer market? BUS2304 PRINCIPLES OF MARKETING Page 11 television system: L’O real hold back the L’Oreal Percier video a) Who is the target market for the product? b) What bases for segmentation has L’Oreal used? (Consider the grandness of geographic, demographic, behavioral and psychographic) choose Tasty raciness: Coming to America (Textbook page 133) Discuss the segmentation, targeting and status steps that Tasty acuity has taken in entering the US market. BUS2304 PRINCIPLES OF MARKETING Page 12 TUTORIAL 6: PRODUCT AND SERVICES outline 1 CLASS ACTIVITIES: ? ? ? Identifying slogans for steels Group act Mini case LEARNING OUTCOME: ? ? ? Identify different product / go and their classifications Recognize the importance of stigmatizeing, promotional material and labeling a product Suggest product line and product mix strategies for product / service TUTORIAL ACTIVITIES . discolouration Association & Slogans. Identify the brand name for each of the following slogan/phrase. How many slogans/phrases did you identify? 2. Brand 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 Slogan Im realistic is nothing The creative activity’s local bank It’s the real thing The world leader in oral care. The most powerful alkaline battery in the world. Take power to the next level. allot moments. Share life. Because Im worth it. Awaken your senses. Connecting people. The prime(prenominal) of a new generation. There are some things money can’t buy. For everything else, there’s [product name].Don’t return home without it The ultimate driving implement The happiest place on earth rear a tiger in your army tank The power of dreams Page 13 BUS2304 PRINCIPLES OF MARKETING 18 19 20 Melts in your mouth, not in your hands scarce do it Give me a break! Read Pepsi Sakes bubble with limited interpretation soft drinks (Textbook page 334) Read case 11. 2 (Textbook page 334) and answer the discussion questions. BUS2304 PRINCIPLES OF MARKETING Page 14 TUTORIAL 7: PRODUCT AND SERVICES outline 2 CLASS ACTI VITIES: ? ? Group activity slick Study †New Belgium Brews up strong brand equity LEARNING OUTCOME: ? ? ?Identify different product / services and their classifications Recognize the importance of branding, packaging and labeling a product Suggest product line and product mix strategies for product / service TUTORIAL ACTIVITIES 1. Group Activity †Who am I? a. Select a product category â€mobile phones, computers, cars etc. b. Brainstorm and list all competing brands at bottom that category. c. individually group is allocated a brand and brands must be highly differentiated. d. apiece group must humanise their brand: Am I female or male? How old am I? What level am I improve to? What colour is my hair?Do I be possessed of hair? What is my nationality? What is my occupation? Do I work? What type of frock do I wear? Where do I go on holidays? What are my hobbies? Am I married or single? Do I get under ones skin children? What type of car do I drive? Do I dumbfound a car? Do I own a house/ level(p)? Where do I live? e. each(prenominal) group to present their brand temper back to the class. 2. Read case 13. 1 (Textbook page 390) and answer the discussion questions. BUS2304 PRINCIPLES OF MARKETING Page 15 TUTORIAL 8: PRICING STRATEGIES CLASS ACTIVITIES: ? ? ? Case field of operation Discuss questions Presenting and defending set decisionsLEARNING OUTCOME: ? ? ? Recognize the importance of importance of considering inborn and external factors when setting final toll for products/services Identify the different pricing strategies Know the format of the examination and have a move to revising and preparing for the examination. TUTORIAL ACTIVITIES 1. Read the Case study â€Å" heap & Sons”. 2. In your group discuss your schema. 3. Each group is to present and defend their strategy and challenge differents to draw attention to: ? ? ? The importance of defining the target market and positioning †who’s going to buy this and why?This is a decision that the students will have to settle, as no target market has been identified. The tendency of marketers to compete on nourish rather than price. Marketers usually try and dedicate as much as possible for products The way theory such as customer price dynamics can be used to structure and essay and build a coherent inclination BUS2304 PRINCIPLES OF MARKETING Page 16 TUTORIAL 9: DISTRIBUTION STRATEGIES CLASS ACTIVITIES: ? ? ? ? Read the case â€Å" dingle impart and not so Direct” Discussion Questions Discussing FedEx establish on www. fedex. comLEARNING OUTCOME: ? ? ? ? Recognize the importance of marketing channels in marketing activities Explain the different levels in a marketing channel Explain the master(prenominal) considerations in a marketing channel Discuss the different ways in managing channel members TUTORIAL ACTIVITIES Activity 1 Visit www. fedex. com Many companies lack their own distribution systems. firms in this situation m ay rely upon the service provided by companies such as FedEx to handle their distribution. 1. What tools does FedEx provide to make shipping process easier? 2.Other than shipping products, what other services does FedEx provide? 3. Is there randomness on FedEx website that would help a potency FedEx customer to evaluate FedEx regarding some of the option criteria shown in Table 14. 3 in the textbook? Activity 2 Dell Direct and not so Direct Read case 14. 2 on page 342 and answer discussion questions 1, 2 and 3. BUS2304 PRINCIPLES OF MARKETING Page 17 TUTORIAL 10: PROMOTION STRATEGIES 1 CLASS ACTIVITIES: ? ? ? Video â€Å"Mercedes Benz” Case study †At Southwesr airlines, â€Å"We Love Your Bags” Discussion Questions LEARNING OUTCOME: ? Recognize the difference between stuffy promotional practices and the IMC concept Recognize the exploitation and importance of the IMC concept TUTORIAL ACTIVITIES Video Mercedes Benz. Watch the two videos on Mercedes Benz. 1. Wh at is the neutral that Mercedes is trying to achieve? 2. What appeals have they used in their advertising strategy? 3. Discuss the advantages and disadvantages of using such a strategy. At Southwest Airlines, â€Å"We Love Your Bags” Case 16. 2 , Text book page 500. dissolving agent discussion question 1 to 3. BUS2304 PRINCIPLES OF MARKETING Page 18 TUTORIAL 11: PROMOTION STRATEGIES 2 CLASS ACTIVITIES: ? Watch video â€Å" terra firma Hour” Discussion LEARNING OUTCOME: ? ? Recognize the difference between conventional promotional practices and the IMC concept Recognize the growth and importance of the IMC concept TUTORIAL ACTIVITIES 1. Watch the different videos of Earth Hour. 2. base on the different videos you have watched, what are the different types of promotion beingness used for the campaign? 3. Who is one target audience for Earth Hour? Based on the target group you have defined, select one product that caters to this segment that participated in Earth Hour ? 4. Do profit and non-profit organizations use the same promotional tools?Give examples. BUS2304 PRINCIPLES OF MARKETING Page 19 TUTORIAL 12: SOCIAL tariff AND MARKETING ETHICS CLASS ACTIVITIES: ? ? Case â€Å"At Timberland , Doing Well and Doing in force(p) are Laced together” Discuss questions LEARNING OUTCOME: ? ? ? To understand the concept and dimensions of social business To define and guide the importance of marketing moral philosophy To understand the role of social responsibility and ethics in improving marketing deed TUTORIAL ACTIVITIES 1. What is social responsibility? wherefore is it important? 2. What are some social responsibility issues? Give an example of each. 3.What is the difference between ethics and social responsibility? 4. Read Strategic Case 8 †At Timberland, Doing Well and Doing Good are Laced Together. Answer questions 1 to 4. BUS2304 PRINCIPLES OF MARKETING Page 20 TUTORIAL 13: ONLINE FORUM AND DISCUSSION †EXAMINATION put CLASS AC TIVITIES: ? ? Online forum and discussion E-Learning workweek LEARNING OUTCOME: ? ? Know the format of the examination and have a guide to revising and preparing for the examination. Discuss different techniques for reply examination questions TUTORIAL ACTIVITIES Students’ participate online in a forum and discussion. BUS2304 PRINCIPLES OF MARKETING Page 21\r\n'