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BE 604 January 06 2022 Class Deck

This document provides an overview and agenda for a marketing management course. It introduces the instructor and their background and areas of expertise. The course will explore market-based management practices, customer relationships, segmentation, product strategy, pricing, and marketing communications. Students will complete two in-class exercises, two tests, and class participation will be assessed. The marketing concept philosophy is discussed, which holds that organizational goals are met by understanding customer needs and delivering superior customer satisfaction.

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Chan David
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106 views18 pages

BE 604 January 06 2022 Class Deck

This document provides an overview and agenda for a marketing management course. It introduces the instructor and their background and areas of expertise. The course will explore market-based management practices, customer relationships, segmentation, product strategy, pricing, and marketing communications. Students will complete two in-class exercises, two tests, and class participation will be assessed. The marketing concept philosophy is discussed, which holds that organizational goals are met by understanding customer needs and delivering superior customer satisfaction.

Uploaded by

Chan David
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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BE 604 – Marketing Management

BE 604 – Marketing Management


01 02 03
Personal Course The
Agenda Introductions Introduction Marketing
Concept

BE 604 – Marketing Management


BE 604 – Marketing Management
Introduction
Harvir S Bansal
Associate Professor
Conrad School of Business, Entrepreneurship and Technology University of Waterloo

Contact information:
(519) 888 4567 ext. 37168
(647) 391 9330

harvir.bansal

hsbansal@uwaterloo.ca
hbansal@b3intelligence.com

2416 E7

BE 604 – Marketing Management


January 7, 2022
•Associate Professor
•B.Sc. (Math, Physics), MBA
(Marketing/Operations Research), PhD
(Marketing & Operations Research, Queen’s
University)
Academic •Research interests: Customer Switching
Behavior in Services, Service
Quality/Satisfaction/Delight, Word of Mouth
Effects in Services , Relationship Marketing,
Advertising Effectiveness

•SVP, Research & Methods, comScore


•Advertising Effectiveness, Advanced Analytics
and Modeling
“Real World” •Sole Inventor/Co-Inventor on 3 Patent Pending

Background Technologies related to Evaluation of Online


Advertising Effectiveness

• Principal, Friya Consulting


• Co-founder, b3Intelligence – data
analytics firm
Entrepreneur • Shareablee - Social Media Metrics
• Co-founder, Influnetics - currency of
influence

BE 604 – Marketing Management


What I bring to the table . . .

Academic Real World


Rigor Experience

GROUNDED
RELAVANCE

Satisfaction/Loyalty Studies
AIU Studies
Advertising Effectiveness
Pricing Research
Competitive Positioning
Social Media

BE 604 – Marketing Management


The course will
explore…
• market-based management practices
• the key relationships that enable
businesses to attract, satisfy and retain
customers, and grow their profits
• the contribution of customer centric
strategy to the creation of value for
both customers and shareholders
• the unique contexts of:
• New ventures
• knowledge-intensive products and
services
• new and rapidly growing markets
BE 604 – Marketing Management
Course Outline
Contact
Dates Course/Topic
Hours

January 06 <3 Introductions / Marketing and Markets


January 13 3 Understanding Customer Behavior
January 20 Building and Maintaining Customer
3
Relationships
January 27 3 Segmentation, Targeting, Positioning
February 03 3 Segmentation, Targeting, Positioning
February 10 3+ In-Class Exercise #1
Managing Product Strategy
February 17 3

BE 604 – Marketing Management 8


Course Outline

Contact
Dates Course/Topic
Hours

March 03 3 In-Class Test #1

March 10 3 Pricing the Product/Service

March 17 3 Marketing Communications

March 24 3+ In-Class Exercise #2

March 31 3 In-Class Test #2

BE 604 – Marketing Management 9


Assessment
Item Weight Due

1. Class Participation (Individual) 10% Through Course

2. In-Class Exercise (Team) #1 20% February 10, 2022

3. In-Class Exercise (Team) #2 20% March 24, 2022

4. In-Class Test #1 (Individual) 20% March 03, 2022

5. In-Class Test #2 (Individual) 30% March 31, 2022

BE 604 – Marketing Management 10


BE 604 – Marketing Management
BE 604 – Marketing Management
January 7, 2022 BE 604 – Marketing Management
Key Words from the last slide – a better look ☺

BE 604 – Marketing Management


Marketing Philosophies
• The Production Concept
The philosophy that consumers will favor products that are available
and highly affordable, and that management should therefore focus
on improving production and distribution efficiency.
– What about luxury items from the brands such as Prada, Gucci etc.

• The Product Concept


The philosophy that consumers will favor products that offer the most
quality, performance and innovative features and that management
should therefore devote energy to making continuous product
improvements.
– “Marketing Myopia” – building a “better mousetrap” rather than a “better solution” to the mouse
problem.

• The Selling Concept


The philosophy that consumers will not buy enough of organization’s
products unless the organization undertakes a large-scale selling and
promotional effort
– Focus on creating sales transactions. Assumes if people are coaxed enough, they’ll buy it, a fairly poor
assumption of consumer behavior. What about repeat purchases? Unsatisfied people tell 10 others
compared to 3 for satisfied.

BE 604 – Marketing Management


Marketing
Philosophies
The Marketing Concept

Peter F. Drucker
“The aim of marketing is to make selling superfluous. The aim is
to know and understand the customer so well that the
product or service fits
. . . and sells itself”

The philosophy that holds that achieving organizational


goals depends on determining the needs and wants of
target markets and delivering the desired satisfactions
more effectively and efficiently than competitors do.

BE 604 – Marketing Management


Marketing
Philosophies
The Marketing Concept

Peter F. Drucker
“The aim of marketing is to make selling superfluous.
The aim is to know and understand the customer
so well that the product or service fits
. . . and sells itself”

The philosophy that holds that achieving


organizational goals depends on determining the
needs and wants of target markets and
delivering the desired satisfactions more
effectively and efficiently than competitors do.

BE 604 – Marketing Management


From that comes our definition …
• Marketing
Planning and executing the conception, pricing,
communication, and distribution of products (services)
to create exchanges that satisfy individual and
organizational objectives
• Hence, the 4 Ps (Right Product, Right Price, Right Place,
Right form of Communication/Promotion)
• Companies who follow this concept are Market-
Oriented
RESEARCH MARKET ORIENTATION

BE 604 – Marketing Management

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