UCC. Principles of Marketing (MKT 201) Fall 2022. Unit #1.

Principles of Marketing (MKT 201).
University Of The Commonwealth

Caribbean
(UCC)
(Unit #1. Fall 2022)
Mondays: 2 pm-4 pm. (Online Modality)

Facilitator: Karl Anderson.
Principles of Marketing
COURSE DESCRIPTION
• This introductory course in marketing will expose students to the
fundamentals and principles of marketing. Participants will gain a
general knowledge of marketing, marketing research, consumer
behaviour, designing and developing products and the pricing and
placing of products. Emphasis will be placed during the course on the
application of the marketing principles to real world situations.
• I look forward to a very productive semester, working with all of you
my students. The more you put in, the more you will get out of this
course.
Fall Semester: September 4 – December 22, 2022
• Twelve (12) teaching weeks.
• Plus One (1) week for Mid Semester Assessment. (MSA) (Week #8; Oct. 24)
• MSA will be In-class Quiz activity in Moodle.
• End of Semester Assessment (EOSA) will be 2 hour timed Examination
in Moodle.
Required Text(s): Principles of Marketing. Kotler, P., Armstrong, G (2017)

This will be supplemented by other current readings, cases & videos.
N.B. Some topics will need to be covered by the students through
independent research or assignments e.g. DQs/practice sheets.
Fall 2022 Assessment Schedule
ASSESSMENTS: (Coursework=60%; EOSA=40%)

Course Work (60%)
 Two (2) Discussions Questions (10%)
 Two (2) Online Quizzes (16%)
 Mid-Module Exam (20%)
 Breakout Room Activities (6%)
 Group Presentation (8%)
 End of Semester Assessment 2-hour Timed Exam (40%)

OVERVIEW OF
MARKETING
Copyright © 2016 Pearson Education, Inc. 1-5

Marketing: Creating Customer Value and Engagement
Amazon.com’s deep-down
passion for creating customer
engagement, value, and
relationships has made it the
world’s leading online retailer.
Amazon has become the model
for companies that are
obsessively and successfully
focused on delivering customer
value.

Learning Objective 1
• Define marketing and outline the steps in the marketing

process.
What Is Marketing?

What Is Marketing?
Marketing Defined
Marketing is a process by which companies create

value for customers and build strong customer
relationships in order to capture value from
customers in return.

What Is Marketing?
The Marketing Process

Summary: Learning Objective 1
• Define marketing and outline the steps in the marketing

process.
What Is Marketing?
- creating value for customers
- capturing value from customers

• Explain the importance of understanding the marketplace and

customers and identify the five core marketplace concepts.
Understanding the Marketplace and Customer Needs

Customer Needs, Wants, and Demands
Needs • States of deprivation
Wants • Form that needs take
Demands • Wants backed by buying power

Market Offerings – Products, Services, and Experiences
• Market offerings are
some combination of
products, services,
information, or
experiences offered to a
market to satisfy a need
or want.
• Marketing myopia is
focusing only on existing
wants and losing sight of
underlying consumer
needs.
Customer Value and Satisfaction
Customers
• Value and
satisfaction
Marketers
• Set the right
level of
expectations
Exchanges and Relationships
Exchange is the act of obtaining a desired object from someone

by offering something in return.
Marketing actions try to create, maintain, and grow desirable

exchange relationships.

Markets
Copyright © 2016 Pearson Education, Inc.

1-16
Explain the importance of understanding the marketplace and

customers and identify the five core marketplace concepts.
• Customer Needs, Wants, and Demands

• Market Offerings – Products, Services, and Experiences
• Customer Value and Satisfaction
• Exchanges and Relationships
• Markets
• THE MARKETING PROCESS:
• Identify the key elements of a customer-driven marketing
strategy and discuss the marketing management orientations
that guide marketing strategy.
Designing a Customer Value-Driven Marketing Strategy

Preparing an Integrated Marketing Plan and Program

Selecting Customers to Serve
Marketing management is the art and science of choosing
target markets and building profitable relationships with
them.
• What customers will we serve?

• How can we best serve these customers?

Selecting Customers to Serve
Market segmentation refers to dividing the markets into

segments of customers.
Target marketing refers to which segments to go after.

Choosing a Value Proposition
A brand’s value
proposition is the
set of benefits or
values it promises
to deliver to
customers to
satisfy their needs. Twitter, Inc.

Marketing Management Orientations
Societal
Production Product Selling Marketing
Marketing
concept concept concept concept
concept

Production concept: (PRIOR TO 1925)

Consumers will favor products that are available and highly
affordable.
Production orientation - a business philosophy stressing efficiency in production.
Characterized by: Mass Production.

1-23
Product concept:
Consumers favor products that offer the most quality,
performance, and features.
The focus is on continuous product improvements.
Characterized by: focus on Quality products.

(Better-mousetrap” fallacy) Idea was “A Quality product will always sell itself”

Selling concept: (1925-1950s)

Consumers will not buy enough of the firm’s products unless the
firm undertakes a large-scale selling and promotion effort.
A business philosophy assuming that consumers, if left on their own will resist purchasing
non-essential goods and services. (e.g. Insurance)
b)Attitude that creative advertising and personal selling are required to overcome this
consumer disposition.
Characterized by: NEED FOR ACTIVE AGGRESSIVE SELLING!!!

Marketing concept: (Emerged mid 1950s)

Know (research) the needs and wants of the target markets and
deliver the desired satisfactions (in products and services)
better than competitors.
Characterized by Concept: The Customer is KING!!
“Find a customer need and fill it better than competitors can”

Societal marketing: (Post 1990s)
The company’s marketing decisions should consider consumers’
wants, the company’s requirements, consumers’ long-run
interests, and society’s long-run interests.
Characterized by: building of a “Marketing Network” including the firm
plus its stakeholders (customers, employees, suppliers, distributers,
retailers etc.) in a mutually beneficial relationships from which Profits
should flow. Increasing focus on Environmentally Aware Marketing!
Focus is on owning “Brands” rather than “products”.



The marketing mix is the set of tools (four Ps) the firm uses to
implement its marketing strategy. This set includes product,
price, promotion, and place.
An integrated marketing program is a comprehensive plan that

communicates and delivers the intended value to chosen
customers.

• Identify the key elements of a customer-driven marketing
strategy and discuss the marketing management orientations
that guide marketing strategy.
- Selecting Customers
- Choosing a Value Proposition
- Marketing Management Orientations
• Discuss customer relationship management and identify strategies for

creating value for customers and capturing value from customers in
return.
Building Customer Relationships
Capturing Value from Customers

Customer Relationship Management
Customer relationship management is the overall process of

building and maintaining profitable customer relationships by
delivering superior customer value and satisfaction.
1-33
Relationship Building Blocks
Customer- Customer
perceived value satisfaction
• The difference • The extent to

between total which perceived
customer performance
perceived matches a
benefits and buyer’s
customer cost expectations

Customer Relationship Levels and Tools
Frequency
Basic Relationships Full Partnerships
Marketing
– low-margin – high-margin
Programs – reward
customers customers
customers

Engaging Customers
Customer-Engagement and Today’s Digital and Social Media

Customer-Engagement Marketing makes the brand a meaningful part of
consumers’ conversations and lives
by fostering direct and continuous customer involvement in shaping brand
conversations, experiences, and community.

Engaging Customers
Customer Engagement and Today’s Digital and Social Media
Customer engagement
and the social media:
Hertz’s “Share It Up”
social media campaign
Hertz System, Inc.

Engaging Customers
Consumer-Generated Marketing
Brand exchanges created by consumers themselves—
both invited and uninvited—by which consumers are
playing an increasing role in shaping their own brand
experiences and those of other consumers.

Engaging Customers
Engaging customers: Life is

good starts with a deeply
felt, engagement-worthy
sense of purpose: spreading
the power of optimism.
The Life is good Company
1-39
Partner Relationship Management
Partner relationship management involves working closely with

partners in other company departments and outside the
company to jointly bring greater value to customers.

Creating Customer Loyalty and Retention
Customer lifetime value is the

value of the entire stream of
purchases that the customer
would make over a lifetime of
patronage.

Growing Share of Customer
Share of customer is the portion of the customer’s purchasing

that a company gets in its product categories.

Building Customer Equity
Customer equity is
the total combined
customer lifetime
values of all of the
company’s customers.

Building Customer Equity
Building the Right Relationships with the Right Customers
FIGURE 1.5
Customer
Relationship
Groups

• Discuss customer relationship management and identify

strategies for creating value for customers and capturing value
from customers in return.
- Customer Relationship Management
- Engaging Customers
- Partner Relationship Management

• Discuss customer relationship management and identify

strategies for creating value for customers and capturing value
from customers in return.
- Creating Customer Value Loyalty & Retention
- Growing Share of Customer
- Building Customer Equity

• Describe the major trends and forces that are changing the
marketing landscape in this age of relationships.
The Changing Marketing Landscape

The Digital Age: Online, Mobile, and Social Media Marketing
Digital and social media marketing involves using digital

marketing tools such as web sites, social media, mobile ads and
apps, online videos, e-mail, and blogs that engage consumers
anywhere, at any time, via their digital devices.
1-48
The Digital Age: Online, Mobile, and Social Media Marketing

• Not-for-
profit
marketing
growth
• Rapid
globalization
• Sustainable
marketing

Understand the major trends and forces that are changing the
marketing landscape in this age of relationships.
- The Digital Age (The Internet and its impact on Commerce)
- Not-for-Profit (e.g. Non-Govt. Orgs.)
- Rapid Globalization (The World as a shrinking Village)
- Sustainable Marketing (Making money while preserving the planet
Earth)
So, What Is Marketing? Pulling It All Together

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Principles of Marketing (MKT 201).

University Of The Commonwealth

Mondays: 2 pm-4 pm. (Online Modality)

Required Text(s): Principles of Marketing. Kotler, P., Armstrong, G (2017)

ASSESSMENTS: (Coursework=60%; EOSA=40%)

 End of Semester Assessment 2-hour Timed Exam (40%)

Copyright © 2016 Pearson Education, Inc. 1-5

Copyright © 2016 Pearson Education, Inc. 1-2

• Define marketing and outline the steps in the marketing

Copyright © 2016 Pearson Education, Inc. 1-7

Marketing is a process by which companies create

Copyright © 2016 Pearson Education, Inc. 1-8

Copyright © 2016 Pearson Education, Inc. 1-9

• Define marketing and outline the steps in the marketing

Copyright © 2016 Pearson Education, Inc. 1-10

• Explain the importance of understanding the marketplace and

Understanding the Marketplace and Customer Needs

Copyright © 2016 Pearson Education, Inc. 1-11

Needs • States of deprivation

Wants • Form that needs take

Demands • Wants backed by buying power

Copyright © 2016 Pearson Education, Inc. 1-12

Exchange is the act of obtaining a desired object from someone

Marketing actions try to create, maintain, and grow desirable

Copyright © 2016 Pearson Education, Inc. 1-15

Copyright © 2016 Pearson Education, Inc.

Explain the importance of understanding the marketplace and

• Customer Needs, Wants, and Demands

Designing a Customer Value-Driven Marketing Strategy

Copyright © 2016 Pearson Education, Inc. 1-18

• What customers will we serve?

Copyright © 2016 Pearson Education, Inc. 1-18

Market segmentation refers to dividing the markets into

Target marketing refers to which segments to go after.

Copyright © 2016 Pearson Education, Inc. 1-19

Copyright © 2016 Pearson Education, Inc. 1-21

Copyright © 2016 Pearson Education, Inc. 1-22

Production concept: (PRIOR TO 1925)

Copyright © 2016 Pearson Education, Inc.

Characterized by: focus on Quality products.

Copyright © 2016 Pearson Education, Inc. 1-24

Selling concept: (1925-1950s)

Characterized by: NEED FOR ACTIVE AGGRESSIVE SELLING!!!

Copyright © 2016 Pearson Education, Inc. 1-25

Marketing concept: (Emerged mid 1950s)

Copyright © 2016 Pearson Education, Inc. 1-26

Copyright © 2016 Pearson Education, Inc. 1-27

Copyright © 2016 Pearson Education, Inc. 1-28

Copyright © 2016 Pearson Education, Inc. 1-29

An integrated marketing program is a comprehensive plan that

Copyright © 2016 Pearson Education, Inc. 1-30

• Discuss customer relationship management and identify strategies for

Building Customer Relationships

Capturing Value from Customers

Copyright © 2016 Pearson Education, Inc. 1-32

Customer relationship management is the overall process of

Relationship Building Blocks

• The difference • The extent to

Copyright © 2016 Pearson Education, Inc. 1-34

Customer Relationship Levels and Tools

Copyright © 2016 Pearson Education, Inc. 1-35

Customer-Engagement and Today’s Digital and Social Media

Copyright © 2016 Pearson Education, Inc. 1-36