Course Web Site

 Moodle
Week Topic Chapters Case
1 Marketing: The art and science of 1
satisfying customers
Formation of Groups
2 Strategic planning 2 The big
Cheese
of Mouse
traps
3 Strategic planning 2 Grocery
Gateway
4 Marketing research/Marketing 3, 4, 8 Coca-Cola
environment (online class)
5 Consumer behavior/ Business-to- 5, 6, 9 Procter &
Business/ Market Segmentation, Gamble
Targeting, and Positioning (Mid term
review)
6 Potential Mid-Term Date
7 Market Segmentation, Targeting, and 9, 10 Gillette
Positioning/Product & brand
Group Presentations
8 Product & brand 10, 11
(online class)

9 Pricing 16
(online class)

10 Marketing channels and global markets 7, 12, 13

Group Presentations

11 Promotion decisions 14, 15

Review for final exam
Group Presentations
12 Group Presentations
Course Director

Full professor in Marketing

Ph.D in Marketing (Lancaster)
Email: leeli@yorku.ca
Phone: 416 736 2100 - 20434
Office: 280 Atkinson
Office hours: Tuesday and Thursday
(6:00pm – 7:00pm)
 Grades
• Midterm (closed book)
20%
• Marketing Plan
30%
• Presentation 10%
• Final Exam(open book)
40%
 Online classes
• Week 4 (January 29)
• Week 8 (March 5)
• Week 9 (March 12)
Important dates

Week 6: mid term exam

Week 12: Project report due date
Weeks 7, 10, 11, 12: group
presentations
Today’s discussion

What is Marketing?
Why is it important?
What are we going to discuss in
this course.
 What is marketing
 You see a gorgeous girl at a party and you say to her,
“Hi, I am very rich, Marry me!” That is Direct
Marketing.
 Ifshe walks up to you and says, “Hi, You are very rich.
I want to marry you.” That is Brand Recognition.
 If
you call her the next day and say, “I am very rich,
Marry me.” That is Telemarketing.
 If she slaps your face when you say, “Marry me.” That
is Customer Feedback.
Marketing
Organizational function and a set
of processes for creating,
communicating, and delivering
value to customers and for
managing customer relationships
in ways that benefit the
organization and its stakeholders
Four eras in the history of marketing
Production
Sales
Marketing
Relationship
Social
Core concepts of marketing
 Needs, wants, demands
 Products, services and experiences
 Value, satisfaction, and quality
 Exchange, and relationships
 Markets
 1984
$1000
University of Texas dorm room
Direct sales
Michael Dell PC’s Limited Build to order
Low costs

IBM
Compaq
Apple
 Fortune 500 Listing

IBM General Motors Sears

1972 1st 4th 6th

1983 Most admired firms

1992 Excluded from top 20

Lost a total of $32.4 billion
 GM, IBM and Sears’ problems
• Economies of scale
• massive advertising budgets
• best distribution systems in their industries
• cutting-edge R&D
• deep pockets
 IBM

General Motors Market

Competencies

Sears
 IBM

General Motors Competencies Market

Sears Domestic competition

Product life cycle
Innovation
 Short product life cycle
• Economies of scale
 Managerial Trap

Fit Success

Size and age Inertia

Larger
more structured
older
success Failure
In stable In dynamic
environment environment