Review of Marketing Concepts
4pP's - 6E's VIDEO

(noted )
by WITIGER

Scanning the 
Marketing Environment
Chpt 3,4,5 
Discussion 4P's
noted Sept 3

help "Sources of Info"
Sources of Information
noted  Sept 5 
did Oct 10
Government
Associations
Corporate
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Review of Marketing Opportunities
 discussed Sept 5
read again for Sept 12
noted Oct 8
  o Market Penetration
  o Market Development
  o Product Development
  o Diversification
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Chpt 2
pages 27-48 8th Ed.
pages 29-48 9th Ed.
p. 31 Mission statements
p. 33 goals
p. 35 core competencies
p. 44 SWOT

Strategic
Marketing Process

Planning Phase
Step 1 - SWOT
did Sept 5
page 45 9th Ed.
page 43, 44 10th Ed.
SWOT Analysis
did Sept 10

Step 2
Market-Product Focus
Goal Setting
GOPST
noted briefly Sept 5
- GOAL
- OBJECTIVE
- PLAN
- STRATEGY
- TACTICS

Step 3
Marketing Program
read online Sept 12
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Chpt 3
The 6E's - review 
PEST - 6E's
noted Sept 3
read online in detail for Sept 12\
you need to know everything in 
here about the 6Es for MRK200
 o economic 
 o technological 
 o political/legal - regulatory 
 o social-cultural 
 o competitive 
 o geographic

------------------------------
Chpt 9 2019 text
Segmenting Consumer Markets using 
Segmenting
d 
.
Marketing Demographics

----------------------------------
Consumer Buying Behaviour
Needs, Wants
Physiological Needs
 o Safety Needs
 o Social Needs
 o Personal Needs
Motivation Theory

did Oct 8
-----------------------------
Psychographics
did
- Lifestyle Analysis
    - Activities
    - Interests
    - Opinions
    - Demographics

Social Influences
Family Influences
- social class
- reference group
- opinion leader (bloggers!)
- Culture

Problem Solving Process

Trends
Fe

Positioning
di
p. 243-244 in 8th Edition text
Positioning powerpoint
d
 segmentationstudyguide
.com/all-about-positioning/
a recommended source of info

Perceptual Maps
p. 244 8th ed.

segmentationstudyguide
.com/understanding-perceptual
-maps/perceptual-maps/
a recommended source of info
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Blackberry's
global marketing campaign
- for discussion throughout the term
related to Learning Objective 2,3
WTGR's Jan 2012 Toronto Star article re: Blackberry
did Sept 19

discussed failures of
improper segmentation
did again Oct 8
GoPro
- not doing so well in 2018
did again Oct 8
mentioned Oct 17
- competition from new features on Android and iPhones

-----------------------------------
SWOT Analysis
watch online for Sept 12
noted again Oct 17

YouTube Video re: SWOT
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- Competitive Environment
business competitors direct
business competitors indirect
(part of SWOT)

Cannibalization
 

Benefits and Limitations
noted Oct 10
read on your own

Things to be convincing
noted Oct 10
read on your own
Warranty as a part of branding

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why saving time is an integral part of business and marketing
.
------------------------------------
Chpt 8
Market Research
did Oct 15
- secondary only

Exploratory Research
Descriptive Research
Casual Research

 5 step approach
Marketing Information 
did Oct 15

did Oct 15
watch this video again
1. Define the problem
2. Analyze the situation
3. Get specific data
  - Qualitative research
  - Quantitative research
4. Interpret the data
5. Develop conclusions
---------------------------------------
-
Chpt 7 (2010 text)

Business and Organizational Customers
Dec 2009 by students
---------------------------------
Buying Behaviour of Business ? Organizational Customers

2010 Video - Part 2

Purchasing Managers
made in class Oct 5th

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The Scientific Method

Identify Primary Data Gathering Techniques
Interpret Primary + Secondary Research Data
 
 

Discussed Haagen Dazs case in detail and explained what to do d witiger.com/seneca college/MRK200/ 2015-Feb-marketing_cases.pdf

Old Mid Term Case
 http://www.witiger.com
/senecacollege/MRK200/
MRK200Midterm-2015
-case-only.pdf
men
-------------------------------------
Chpt 10
Developing New Products and Services
did Oct 17
 witiger.com/
marketing/newproduct
development.htm
1. Idea Generation 
2. Screening - obtaining opinions from potential users 
3. Idea Evaluation / Concept Development
4. Development of Product / Business Analysis
5. Commercialization
-----------------------------------
Chpt 12
Marketing of Services
introduced Sept 5
Intangible
Inconsistency
Inseparability
Inventory
Mktg Services PPT
read online Sept 12

Gap Analysis p. 315 8th Ed.
Post Purchase Evaluation
Cognitive Dissonance

noted video Oct 10
WTGR added the story about buying the Valentine's gift

-------------------------------------
Chpt 14
Marketing Channels and Supply Channels
did Oct 15

Direct Channels p. 377 9th ed.
Supply Channels
Merchant Wholesalers
Agents and Brokers

Channel Conflict p. 383 8th Ed.
Cannibalization
did Oct 15
.
J.I.T. Just In Time
did Sept 19

Logistics and
Supply Chain Management
begun Oct 15
 
 
 
 
 
 
 

Product Strategy
B2B classificatiojn
Branding
Packaging

Chpt 11
Managing Products and Brands
p. 290-302 8th Ed.
p. 293-306 9th Ed.
BRANDING
di

o Brand Awareness 
d
o Brand Personality p. 
d
o Brand Recognition 
di
o Brand Allegiance
di
o Brand Ambassador
o Brand Equity p. 291-293
di
o Brand Licensing p. 294
did March 13

Branding Strategies
p. 295-297
di

Private Branding p. 298
no Frills, Loblaws
Mixed Branding p. 298

Packaging

Packaging - Lids
Tim Horton's vs McDonalds

noted briefly Oct 17
. 
Packaging PPT 
di
discussed food containers and opening
was done in MRK106

Branding Internationally
brandinginternational.htm

Online Branding
OnlineBranding.htm
did
 

Chpt 8 (old 2009 text)

2009 student info on "Marketing Information"
Dec 2009 by students
---------------------------------
Chpt 17 (old 2009 text)
equals Chpt 13 in 2014 text

2009 student info on "Psychological Pricing"
Dec 2009 by students
---------------------------------
Chpt 17 (2010 text)
Chpt 13 is Price Setting

Pricing slide
di
Pricing Objectives
di
pricing policies
- skimming 
- penetration
- introductory
discount policies
stockturn rate
did March 18

Breakeven analysis
----------------------------
Chpt 14 
Managing Marketing Channels and Supply Chains
p. 389...10 th Ed. text

Marketing Channels of Distribution
begun
direct channel
indirect channel

J.I.T. p. 399
Just In Time
did Oct 14
how JIT relates to the Supply Chain

Why the saving of time is an integral part of business and marketing.

43 secs

TQM
Total Quality Management
discussed why 99.9% is not enough
did Oct 14

.
Total Quality Management

Agents and Brokers p. 377
did 
Intermediaries

Cannibalization and Channel Confliction

-------------------------------------
Chpt 16
IMC
Push versus Pull
did

page 442-443 10th Ed. text
--------------------------------------
Chpt 18
Personal Selling
di
 

Order taking Order getting Missionary Salespeople Sales Engineer Team Selling di p. 489-492

.
Steps in the Selling Process
Selling PPT
n
1. Prospecting/Qualifying
2. Approach
3. Presentation
4. Demonstration
5. Handling Objectives
6. Closing
7. Follow-up
di
.

Overall Promotion PPT The Promotion Mix d Personal Selling Mass Selling - Advertising - Publicity - - Viral Marketing Sales Promotion Promotion people 3 promotion objectives di - Inform - Persuade - Remind Promotion results in di A.I.D.A. - Attention - Interest - Desire - Action Effective Communication did - noise - encoding

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kewl commercials, weird ads
began Nov 20th
------------------------------------------
Promotional Objectives
did Nov 20th
  o Inform
  o Persuad
  o Remind
------------------------------------------
Promotional People
  o Sales Managers
  o Advertising Managers
  o Sales Promotion Managers
did Nov 20th
-------------------------------------------
 

Chpt 18
Online Chpt 18 quiz
Pgs. 511-525
Interpret Numerical information to resolve marketing problems
Evaluate marketing performance using metrics
Estimate Market Share
Price Setting
Mark-ups
costs
break-even analysis
setting prices

Chpt 18
Personal Selling and Sales Management
n
p. 485-492
Steps in the Selling Process
Selling PPT
d
Personal Selling 
mentioned briefly Nov 13
did Nov 20th
  o Prospecting
  o Approach
  o Presentation
  o Demonstration
  o Handling Objections
  o Closing
  o Follow-up

Sales Presentations
  o Prepared Presentations
  o Consultative Selling
  o Selling-Formula Approach
---------------------------------------------
sources of info
---------------------------------------------

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--------------------------------------
Chpt 18 Video Review

Dec 2009 by students
using a previous text
---------------------------------
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Chpt 20
SoMe
Social Media
Digital Marketing

Mobile SEO / SMO
.
Local SEO factors
 poweredbysearch.com
/resources/top-local-seo-
ranking-factors-in-2015/
from 

did Nov 26th

Search Engines (SEO)
improve your ranking
Dev Basu former UTSC TA 
poweredbysearch.com

 

Hubspot Certification did Nov 26th  http://certification.hubspot .com/inbound-certification and once you are signed in it will take you to  http://academy.hubspot. com/ic16/optimizing- your-website-for -search-engines

-----------------------------------
Inbound marketing and SEO
noted ..
(related to Content Marketing)
Inbound focuses on creating content and interactions which are 
"Useful and Interesting"

Why Inbound
- traditional marketing has failed
- the technological environment makes traditional mktg less effective
did Nov 26th

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First Mover Strategies
noted 
McDonalds and Subway
"early bird gets the worm"
versus
"second mouse gets the cheese"
YouTube video - Part 1

Richardson and Litt
did Nov 19th
YouTube video - Part 2

Prof. Steve Litt
did Nov 19th
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FINAL EXAM
 

Presentation Tips

...Mid Term....

8 Marketing Research
9 Target Market Segmentation 
10 Developing New Products
13 Pricing
15 Retailing
16 IMC integrated Marketing Communications
- and Direct Marketing
20 Social Media
 

...Mid Term....

14 Pricing of Products, Managing Marketing Channels & Supply Chains
15 Retailing
16 IMC integrated Marketing Communications
- and Direct Marketing
20 Social Media
17 Advertising, Sales Promotion
18 Personal Selling, Sales Management
1
 

1 Goals and Objectives p. 34-37 9th ed.
9 Segmentation p. 230-234, 238-241, 243-245
11 Product/Branding page 290-302
18 Personal Selling page 485-492 489-496 9th ed.
13 Sales Promotion page 352-354
9 Sales Forecasting page 245-247    250-252 9th ed.
19 Planning page 514-515, 518-527,  522-523 9th ed.
2 Implementation page 47-49