Study Guide, Principles of Marketing

Topics: Marketing, Market segmentation, Target market Pages: 12 (2351 words) Published: November 21, 2012
Module Study Guide Taylor’s University Undergraduate Business Programs BUS2304 Principles of Marketing August Semester 2012

BUS2304 PRINCIPLES OF MARKETING

Page 1

TUTORIAL 1: INTRODUCTION TO MARKETING
CLASS ACTIVITIES:    Module Information Booklet will be discussed and explained in detail Form Groups Tutorial exercises – Introducing the basics concepts of marketing

LEARNING OUTCOMES    Understand key marketing concepts and marketing management philosophies used in marketing planning Understand the importance of marketing in business practices Understand the concept of the marketing experience

Discussion questions 1. What is the most amazing marketing experience you have ever had?  Was it an individual employee or a business processes?  Describe a situation in which you became a “lost customer”. Was it because of poor product quality, poor service quality or both?

Using the concept of “consumer need” to identify markets: What is National Express’s ‘product’? What market (need) does it serve? Who are their direct competitors? What are the potential substitutes?

BUS2304 PRINCIPLES OF MARKETING

Page 2

What is their ‘product’? What markets do they serve? Who are their competitors? What new markets might they exploit?

Journal Article: Theodore Levitt’s Marketing Myopia (1960) Students to understand the concept of ‘marketing myopia’ and the dangers that defining their products and markets too narrowly might pose for an organization. What is Cellular One selling? What marketing management philosophy do you see in evidence?

BUS2304 PRINCIPLES OF MARKETING

Page 3

Is there anything that can't -- or shouldn't -- be marketed?

BUS2304 PRINCIPLES OF MARKETING

Page 4

TUTORIAL 2: MARKETING ENVIRONMENT
CLASS ACTIVITIES:   Group activity Discussion questions

LEARNING OUTCOME:    Explain how changes in the marketing environment can effect marketing activities Identify the different micro environmental factors Identify the different macro environmental factors

TUTORIAL ACTIVITIES
Discussion questions 1. What are some of the cultural differences that you have observed when you lived or travelled abroad?  What were some of the similarities/ differences that you observed?  To what extent should cultural differences be considered in international marketing?

2. Imagine a company that is considering changing its product line to become more environmentally friendly, which might increase costs. Use the six major forces of the macroenvironment and list pros and cons that the company should take into consideration before making its final decision. Group Activity In a group – Bring broadsheet newspapers. Mark/highlight articles relating to Macro and Micro environment. Explain.

Refer to examples shown by your tutor.

BUS2304 PRINCIPLES OF MARKETING

Page 5

TUTORIAL 3: CONSUMER BEHAVIOR 1
CLASS ACTIVITIES:   Discussion Questions Group activity

LEARNING OUTCOME:     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 stimulate interest / purchase in these stages Identify the different macro environmental factors

TUTORIAL ACTIVITIES Discussion questions Could KFC use this ad outside Asia?

BUS2304 PRINCIPLES OF MARKETING

Page 6

Group Activity Activity 1 Examine Maslow’s 5 stage Hierarchy of needs model. Go through the advertisements in your national and local newspapers, magazines etc to see if you can identify and collect at least one advertisement which focuses on each of those stages, from physiological (biogenic) through to self actualization (psychogenic). Also consider TV channels and websites. Print out examples if you can. Activity 2 Consider two purchases you have made recently e.g. a soft drink (limited problem solving) and a car, holiday, computer or a degree...
Continue Reading

Please join StudyMode to read the full document

You May Also Find These Documents Helpful

  • Principles of Marketing Research Paper
  • Marketing Principle Essay
  • marketing principles Research Paper
  • Essay on Marketing Research Study Guide
  • Marketing Study Guide Essay
  • Essay on Study guide of marketing midterm 2
  • Principles of Marketing (MRKT 310) Study Guide Essay
  • Principles of Marketing Essay

Become a StudyMode Member

Sign Up - It's Free