MRKT 233 - Principles of Marketing

3 Credit (3 lecture, 0 lab) 3 Contact Hours [Reading Level 3  and Writing Level 3 ]

1. Define products.
2. Differentiate between products and services.
3. Describe the new product process.
4. Diagram the product life cycle.
5. Explain pricing strategies.
6. Explain the concept of place / distribution.
7. Explain intermediary’s functions.
8. Define logistics.
9. Compare advertising and promotion.
10. Compare public relations and publicity.
11. Contrast push and pull strategies.

Goal 2:  Demonstrate the creation of a marketing plan.

1. Explain the strategic marketing process.
2. Define the marketing plan.
3. Implement a SWOT analysis.
4. Demonstrate market segmentation.
5. Implement appropriate marketing attack strategies.

Goal 3:  Explain why employing ethical conduct is important in marketing.

1. Differentiate between ethics and laws.
2. Describe the importance of using ethical behavior.
3. Explain the Consumer Bill of Rights.
4. Define a code of ethics.
5. Define whistle-blowers.

Goal 4:  Analyze why understanding consumer behavior is essential in marketing.

1. Define consumer behavior.
2. Describe the consumer purchase decision process.
3. Define motivation.
4. Diagram Maslow’s Hierarchy of Needs.
5. Explain perceived risk.
6. Define brand loyalty.

Goal 5:  Explain problems faced by the marketer when marketing products and services internationally.

1. Differentiate between tariffs and quotas.
2. Differentiate between international, multinational, and transnational firms.
3. Define multi-domestic marketing strategy.
4. Define global marketing strategy.
5. Explain the foreign corrupt practices act.
6. Explain global market-entry strategies.
7. Define the gray market.

Goal 6:  Compare methods of obtaining information used in marketing.

1. Define marketing research.
2. Implement the steps of marketing research.
3. Differentiate between primary and secondary data.
4. Explain observational data.
5. Define questionnaire data.
6. Identify problems in wording questions.

Goal 7:  Compare different ways to segment consumer markets.

1. Define market segmentation.
2. Define product differentiation.
3. Identify the steps of market segmentation.
4. Define target markets.
5. Identify product positioning.

Goal 8:  Explain the importance of effective communication in marketing.

1. Diagram the communication model.
2. Explain the communication model.
3. Explain field of experience.
4. Define noise.
5. Explain integrated marketing communications.