The blog for the Fundamentals of Marketing & Advertising course

PLC & Brand presentation materials for 3/1/10

Posted in Assignment materials, General resources & presentations by Jennifer McDowell on February 28, 2010

Click through here to the powerpoint slides for March 1, 2010.

Packaging provides functional and communication benefits for consumers. Good package design also creates an impression of the brand’s competitive positioning in the category. (Remember the perceptual positioning map?)

Advertisements

Branding handouts for Monday, March 1st

Posted in General resources & presentations by Jennifer McDowell on February 24, 2010

Please review these handouts before class Monday, March 1st. Our in-class activity will be based on them.

branding-handout

Does Your Brand Tell a Powerful Story 102909

Product Life Cycle information for 2/24/10

Posted in General resources & presentations by Jennifer McDowell on February 23, 2010

Our in-class activity discussion for Wednesday February 24th focused on problem-solving for the sales forecast assignment. We also discussed the product life cycle and used it to help us decide how to spend our marketing communications budgets.

product-life-cycle-handout

Marketing Research Overview

Posted in General resources & presentations, Research by Jennifer McDowell on February 21, 2010

Why do marketing research?

To be successful, products and marketing programs must meet the wants and needs of potential customers. So marketing research reduces risk by providing the vital information to help marketing managers understand those wants and needs and translate them into actions (the marketing program).

What are the four steps of the marketing research process?

  1. Step 1 – Define the problem.
  2. Step 2 – Developing the research plan. This involves identifying data needed and determining how to collect the data.
  3. Step 3 – Collect the relevant information. This includes considering pertinent secondary and primary data.
  4. Step 4 – Analyze the data and make recommendations.

What are the five common types of problems on questionnaires?

Leading questions, ambiguous question, unanswerable question, two questions in one, non-mutually exclusive answers.

Describe three approaches to developing a sales forecast for a company.

One approach uses subjective judgments of the decision maker, such as direct or lost-horse forecasts. Surveys of knowledgeable groups is a second method. It involves obtaining information such as the intentions of potential buyers or estimates of the salesforce. Statistical methods involving extending a pattern observed in past data into the future is a third example. The best-known statistical method is linear trend extrapolation.

Prep for in-class work 2/17/10

Posted in General resources & presentations by Jennifer McDowell on February 14, 2010

Answer these questions in preparation for class on Wednesday, February 17th.

  1. Compare and contrast Baby Boomer, Generation X, and Generation Y consumers.
  2. Explain the relationship between gross HH (household) income, disposable HH income, and discretionary HH income.
  3. What percent of you gross HH income is left in a typical month after paying taxes and buying necessities?
  4. Define marketing research.
  5. Why is good marketing research difficult to do, particularly for entrepreneurs?
  6. What is the difference between primary and secondary data?
  7. What is a sales forecast, and what are four techniques commonly used to produce a sales forecast?

The Market-Product Grid

Posted in General resources & presentations by Jennifer McDowell on February 9, 2010

the-market-product-chart in-class 020810

This presentation shows how we can use our research tools (PRIZM, VALS, Maslow’s, etc.), knowledge of consumer behavior, and market segmentation to help a hypothetical entrepreneur choose a location for a new retail business and begin to make marketing mix (4 P’s) decisions.

Bob solves a problem by making a purchase

Posted in Consumer behavior, General resources & presentations by Jennifer McDowell on January 31, 2010

Mind Mapping

Posted in Consumer behavior, General resources & presentations by Jennifer McDowell on January 31, 2010

We’re getting into more complicated concepts in this course. It’s a good time to review a useful technique for organizing and understanding large amounts of new information.

Tony Buzan explains the mind map in this video.

Let’s apply this technique to our study of the psychological and social influences on consumer behavior –

Citation Resources

Posted in General resources & presentations by Jennifer McDowell on January 27, 2010

Here’s a list of resources to help format your citations using correct MLA style:

Purdue’s OWL site (http://owl.english.purdue.edu/owl/resource/747/01/)

Son of Citation Machine (http://citationmachine.net/index2.php?reqstyleid=1&mode=form&reqsrcid=MLABook&more=&nameCnt=1)

WorksCited4You.com (http://www.workscited4u.com/)

Easybib.com (http://www.easybib.com/)

You can also access these site by clicking on the links in the Blogroll at the right.

PRIZM (Claritas) resource

Posted in Consumer behavior, General resources & presentations by Jennifer McDowell on January 26, 2010

This link takes you to an online resource that shows you consumer demographics, lifestyle factors and brand preference, by zip code.