MKT5000 Marketing management

Faculty of Business and Law

Study book

Published by University of Southern Queensland Toowoomba Queensland 4350 Australia http://www.usq.edu.au University of Southern Queensland, 2011.3.

Copyrighted materials reproduced herein are used under the provisions of the Copyright Act 1968 as amended, or as a result of application to the copyright owner. No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form or by any means electronic, mechanical, photocopying, recording or otherwise without prior permission. Produced by Learning Resources Development and Support using the ICE Publishing System.

Table of contents
Page
Module 1 Nature of modern marketing and customer value focus
Learning objectives Learning resources
Text Learning activities

1
1 1
1 1

Module 2 Strategic marketing planning and implementation

Learning objectives Learning resources
Text Learning activities

3
3 3
3 3

Module 3 Marketing information and environmental scanning

Learning objectives Learning resources
Text Learning activities

5
5 5
5 5

Module 4 Buying behaviour

Learning objectives Learning resources
Text Learning activities

7
7 7
7 7

Module 5 Industry and competition analysis

Learning objectives Learning resources
Text Learning activities

9
9 9
9 9

Module 6 Segmentation and targeting

Learning objectives Learning resources
Text Learning activities

11
11 11
11 11

Module 7 Strategic product positioning

Learning objectives Learning resources
Text Learning activities

13
13 13
13 13

Module 8 Product and services design and management

Learning objectives Learning resources
Text Learning activities

15
15 16
16 16

Module 9 Pricing design and management

Learning objectives Learning resources
Text Learning activities

17
17 17
17 17

Module 10 Distribution design and management

Learning objectives Learning resources
Text Learning activities

19
19 19
19 19

Module 11 Promotion design and management

Learning objectives Learning resources
Text Learning activities

21
21 21
21 21

Module 12 Implementation and control

Learning objectives Learning resources
Text Learning activities

23
23 23
23 23

MKT5000 Marketing management

Module 1 Nature of modern marketing and customer value focus

Learning objectives
After completion of this module, you should be able to:

define marketing understand several important marketing terms, including target market, marketing mix, marketing exchange and marketing environment be aware of the marketing concept and market orientation understand the importance of building customer relationships explain the major marketing functions that are part of the marketing management process understand the role of marketing in our society.

Learning resources
Text
Pride et al. 2007, Marketing: core concepts and applications, chapter 1.

Learning activities

Essential activity: Read the learning objectives for this module before commencing your reading and activities and then use these objectives to review your understanding of the content of this module. Essential activity: Read chapter 1 of the textbook. Desirable activity: Listen to the textbook chapter summaries prepared by the publisher: Chapter 1 summary Desirable activity: To test your knowledge of the key concepts for this module, complete the following: Multiple choice quiz (chapter 1) Glossary game (chapter 1)

Desirable activity: Access the course discussion board via UConnect StudyDesk and post a response to the discussion topic for this module.

University of Southern Queensland

MKT5000 Marketing management

Optional activity: Click on the link below to view the PowerPoint presentations prepared by the publisher. Note that these presentations contain video clip suitable for both dial-up and broadband connections. Chapter 1 PowerPoint Click on the video link below to view the high resolution video relevant to this module: Chapter 1 video clips featuring

Quicksilver Sofitel Hotels Story Bridge Adventure Climb

University of Southern Queensland

MKT5000 Marketing management

Module 2 Strategic marketing planning and implementation

Learning objectives
After completion of this module, you should be able to:

describe the strategic planning process explain how organisational resources and opportunities affect the planning process understand the role of the mission statement in strategic planning examine corporate, business-unit and marketing strategies understand the process of creating the marketing plan describe the different approaches to marketing strategy formulation.

Learning resources
Text
Pride et al. 2007, Marketing: core concepts and applications, chapter 2.

Learning activities

Essential activity: Read the learning objectives for this module before commencing your reading and activities and then use these objectives to review your understanding of the content of this module. Essential activity: Read chapter 2 of the text book. Desirable activity: Listen to the text book chapter summary prepared by the publisher: Chapter 2 summary Desirable activity: To test your knowledge of the key concepts for this module, complete the following: Multiple choice quiz (chapter 2) Glossary game (chapter 2)

Desirable activity: Access the course discussion board via UConnect StudyDesk and post a response to the discussion topic for this module. Optional activity: Click on the links below to view PowerPoint presentations prepared by the publisher. Note that this presentation contains video clips suitable for both dial-up and broadband connections.
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MKT5000 Marketing management

Chapter 2 PowerPoint Click on the video link below to view the high resolution videos relevant to this module. Chapter 2 video clips featuring:

The Auskick Program Sofitel Hotel Australian Canegrowers Toyota Australia Coca-Cola

University of Southern Queensland

MKT5000 Marketing management

Module 3 Marketing information and environmental scanning

Learning objectives
After completion of this module, you should be able to:

recognise the importance of environmental scanning and analysis explore the effects of competitive, economic, political, legal and regulatory, technological and sociocultural factors on marketing strategies understand the concept and dimensions of social responsibility differentiate between ethics and social responsibility understand the role of market research in the marketing process apply the market research process explain the funnel-based approach to data collection employ the appropriate method of gathering data to address the research problem employ ethical market research practices explain how international considerations impact the market research process.

Learning resources
Text
Pride et al. 2007, Marketing: core concepts and applications, chapters 3 and 4.

Learning activities

Essential activity: Read the learning objectives for this module before commencing your reading and activities and then use these objectives to review your understanding of the content of this module. Essential activity: Read chapters 3 and 4 of the text book. Desirable activity: Listen to the text book chapter summaries prepared by the publisher: Chapter 3 summary (part 1) Chapter 3 summary (part 2) Chapter 4 summary

University of Southern Queensland

MKT5000 Marketing management

Desirable activity: To test your knowledge of the key concepts for this module, complete the following: Multiple choice quiz (chapter 3) Multiple choice quiz (chapter 4) Glossary game (chapter 3) Glossary game (chapter 4)

Desirable activity: Access the course discussion board via UConnect StudyDesk and post a response to the discussion topic for this module. Optional activity: Click on the links below to view PowerPoint presentations prepared by the publisher. Note that these presentations contain video clips suitable for both dialup and broadband connections. Chapter 3 PowerPoint Chapter 4 PowerPoint Click on the video links below to view the high resolution videos relevant to this module: Chapter 3 video clips featuring:

Book retailers HaveStock Manufacturing Quickflix Toyota Quicksilver Australian Government Virgin Blue Sofitel Hotel Story Bridge Adventure Climb Today/Tonight Stuck on You Colmar Brunton Research Roy Morgan Research Intuitive Solutions Market Research

Chapter 4 video clips featuring:

University of Southern Queensland

MKT5000 Marketing management

Module 4 Buying behaviour

Learning objectives
After completion of this module, you should be able to:

describe the level of involvement and types of consumer problem-solving processes recognise the stages of the consumer buying decision process explain how situational influences may affect the consumer buying decision process recognise the social influences that affect the consumer buying decision process discuss the various types of business markets identify the major characteristics of business customers and transactions understand several attributes of demand for business products recognise the major components of a buying centre understand the stages of the business buying decision process and the factors that affect this process describe industrial classification systems and explain how they can be used to identify and analyse business markets.

Learning resources
Text
Pride et al. 2007, Marketing: core concepts and applications, chapters 6 and 7.

Learning activities

Essential activity: Read the learning objectives for this module before commencing your reading and activities and then use these objectives to review your understanding of the content of this module. Essential activity: Read chapters 6 and 7 of the text book. Desirable activity: Listen to the text book chapter summaries prepared by the publisher: Chapter 6 summary Chapter 7 summary

Desirable activity: To test your knowledge of the key concepts for this module, complete the following: Multiple choice quiz (chapter 6)
University of Southern Queensland

MKT5000 Marketing management

Multiple choice quiz (chapter 7) Glossary game (chapter 6) Glossary game (chapter 7)

Desirable activity: Access the course discussion board via UConnect StudyDesk and post a response to the discussion topic for this module. Optional activity: Click on the links below to view PowerPoint presentations prepared by the publisher. Note that these presentations contain video clips suitable for both dialup and broadband connections. Chapter 6 PowerPoint Chapter 7 PowerPoint Click on the video links below to view the high resolution videos relevant to this module: Chapter 6 video clips featuring:

Wotif.com Mercedes Benz HaveStock Manufacturing Story Bridge Adventure Climb

Chapter 7 video clips featuring:

University of Southern Queensland

MKT5000 Marketing management

Module 5 Industry and competition analysis

Learning objectives
After completion of this module, you should be able to:

explain Porters five forces model for determining segment structural attractiveness discuss and differentiate the industry and the market concept of competition explain how to analyse competitors strategies, objectives, and strengths and weaknesses discuss how competitors can be classified for the purpose of developing and implementing competitive strategies discuss how market leaders can expand the total market discuss how market leaders can defend market share discuss how market leaders can expand market share discuss how market challengers can attack market leaders discuss how market followers or nichers can compete effectively discuss and differentiate competitor-centered and customer-centered companies.

Learning resources
Text
Kotler et al. 2006, Marketing management: an Asian perspective, 4th edn, Pearson Prentice Hall, Singapore, chapter 11.

Learning activities

Essential activity: Read the learning objectives for this module before commencing your reading and activities and then use these objectives to review your understanding of the content of this module. Essential activity: Read chapter 11 of Kotler et al. 2006, Marketing management: an Asian perspective. Desirable activity: Listen to the lecture presentations: Session 1 Session 2 Session 3

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MKT5000 Marketing management

Desirable activity: Access the course discussion board via UConnect StudyDesk and post a response to the discussion topic for this module. Optional activity: Click on the link below to view PowerPoint presentations prepared by the publisher. Chapter 11 Optional activity: Click on the video link below to view the videos relevant to this module (this is an optional activity). Video clips featuring:

Dunkin Donuts Song Airlines

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MKT5000 Marketing management

11

Module 6 Segmentation and targeting

Learning objectives
After completion of this module, you should be able to:

know what a market is recognise the major segmentation variables know what segment profiles are and how they are used understand the differences among general targeting strategies understand how to evaluate market segments identify the factors that influence the selection of specific market segments as target markets appreciate the importance of market positioning for both target marketing and competitive strategy understand how current positioning is measured and interpreted, and the range of possibilities for re-positioning a company, product or brand.

Learning resources
Text
Pride et al. 2007, Marketing: core concepts and applications, chapter 5. Note that the Pride texts chapter 5 content will also be relevant to the following module 7.

Learning activities

Essential activity: Read the learning objectives for this module before commencing your reading and activities and then use these objectives to review your understanding of the content of this module. Essential activity: Read chapter 5 of the text book. Desirable activity: Listen to the text book chapter summaries prepared by the publisher: Chapter 5 summary Desirable activity: To test your knowledge of the key concepts for this module, complete the following: Multiple choice quiz (chapter 5)
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MKT5000 Marketing management

Glossary game (chapter 5)

Desirable activity: Access the course discussion board via UConnect StudyDesk and post a response to the discussion topic for this module. Optional activity: Click on the links below to view PowerPoint presentations prepared by the publisher. Note that these presentations contain video clips suitable for both dialup and broadband connections. Chapter 5 PowerPoint Click on the video links below to view the high resolution videos relevant to this module: Chapter 5 video clips featuring:

Sofitel Story Bridge Adventure Climb Virgin Blue Fernwood Womens Health Club Toyota

University of Southern Queensland

MKT5000 Marketing management

13

Module 7 Strategic product positioning

Learning objectives
Note that this module is a continuation of the reading material and associated resources from the previous module 6. After completion of this module, you should be able to:

know what a market is recognise the major segmentation variables know what segment profiles are and how they are used understand the differences among general targeting strategies understand how to evaluate market segments identify the factors that influence the selection of specific market segments as target markets appreciate the importance of market positioning for both target marketing and competitive strategy understand how current positioning is measured and interpreted, and the range of possibilities for re-positioning a company, product or brand.

Learning resources
Text
Pride et al. 2007, Marketing: core concepts and applications, chapter 5.

Learning activities

Essential activity: Read the learning objectives for this module before commencing your reading and activities and then use these objectives to review your understanding of the content of this module. Essential activity: Read chapters 6 and 9 of the text book. Desirable activity: Listen to the text book chapter summaries prepared by the publisher: Chapter 5 summary Desirable activity: To test your knowledge of the key concepts for this module, complete the following: Multiple choice quiz (chapter 5)
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MKT5000 Marketing management

Glossary game (chapter 5)

Desirable activity: Access the course discussion board via UConnect StudyDesk and post a response to the discussion topic for this module. Optional activity: Click on the links below to view PowerPoint presentations prepared by the publisher. Note that these presentations contain video clips suitable for both dialup and broadband connections. Chapter 5 PowerPoint Click on the video links below to view the high resolution videos relevant to this module: Chapter 5 video clips featuring:

Sofitel Story Bridge Adventure Climb Virgin Blue Fernwood Womens Health Club Toyota

University of Southern Queensland

MKT5000 Marketing management

15

Module 8 Product and services design and management

Learning objectives
After completion of this module, you should be able to:

understand the concept of a product and how products are classified explain the concepts of product item, product line and product mix, and understand how they are connected understand the product life cycle and its impact on marketing strategies describe the product adoption process explain the value of branding and the major components of brand equity recognise the types of brands and how they are selected and protected identify three types of branding policies and explain co-branding and brand licensing describe the major packaging functions and design considerations and how packaging is used in marketing strategies understand the functions of labelling and selected legal issues understand how companies manage existing products through line extensions and product modifications describe how businesses develop a product idea into a commercial product recognise the importance of product differentiation and the elements that differentiate one product from another explain product positioning and re-positioning understand how product deletion is used to improve product mixes understand the characteristics of services and how these characteristics present challenges when developing marketing mixes for service products understand the importance of service quality and explain how to deliver exceptional service quality explore the nature of not-for-profit marketing appreciate the organisational structures used for managing products.

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MKT5000 Marketing management

Learning resources
Text
Pride et al. 2007, Marketing: core concepts and applications, chapters 8 and 9.

Learning activities

Essential activity: Read the learning objectives for this module before commencing your reading and activities and then use these objectives to review your understanding of the content of this module. Essential activity: Read chapters 8 and 9 of the text book. Desirable activity: Listen to the text book chapter summaries prepared by the publisher: Chapter 8 summary Chapter 9 summary

Desirable activity: To test your knowledge of the key concepts for this module, complete the following: Multiple choice quiz (chapter 8) Multiple choice quiz (chapter 9) Glossary game (chapter 8) Glossary game (chapter 9)

Desirable activity: Access the course discussion board via UConnect StudyDesk and post a response to the discussion topic for this module. Optional activity: Click on the links below to view PowerPoint presentations prepared by the publisher. Note that these presentations contain video clips suitable for both dialup and broadband connections. Chapter 8 PowerPoint Chapter 9 PowerPoint Click on the video links below to view the high resolution videos relevant to this module: Chapter 8 video clips featuring:

Lexus New Water Today/Tonight Today/Tonight Sofitel Australian Government Leukaemia Foundation

Chapter 9 video clips featuring:

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MKT5000 Marketing management

17

Module 9 Pricing design and management

Learning objectives
After completion of this module, you should be able to:

understand the role of price identify the characteristics of price and non-price competition understand demand curves and the price elasticity of demand explain the relationships among demand, costs and profits describe key factors that may influence marketers pricing decisions recognise the major issues that affect the pricing of products for business markets understand the six major stages of the process used to establish prices know the issues that are related to developing pricing objectives understand the importance of identifying the target markets evaluation of price describe how marketers analyse competitive prices discuss the bases used for setting prices explain the different types of pricing strategies understand how a final, specific price is determined.

Learning resources
Text
Pride et al. 2007, Marketing: core concepts and applications, chapters 10 and 11.

Learning activities

Essential activity: Read the learning objectives for this module before commencing your reading and activities and then use these objectives to review your understanding of the content of this module. Essential activity: Read chapters 10 and 11 of the text book. Desirable activity: Listen to the text book chapter summaries prepared by the publisher: Chapter 10 summary Chapter 11 summary

University of Southern Queensland

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MKT5000 Marketing management

Desirable activity: To test your knowledge of the key concepts for this module, complete the following: Multiple choice quiz (chapter 10) Multiple choice quiz (chapter 11) Glossary game (chapter 10) Glossary game (chapter 11)

Desirable activity: Access the course discussion board via UConnect StudyDesk and post a response to the discussion topic for this module. Optional activity: Click on the links below to view PowerPoint presentations prepared by the publisher. Note that these presentations contain video clips suitable for both dialup and broadband connections. Chapter 10 PowerPoint Chapter 11 PowerPoint Click on the video links below to view the high resolution videos relevant to this module: Chapter 10 video clips featuring:

HaveStock Manufacturing Today/Tonight Story Bridge Adventure Climb Virgin Blue Aussie Home Loans Story Bridge Adventure Climb

Chapter 11 video clips featuring:

University of Southern Queensland

MKT5000 Marketing management

19

Module 10 Distribution design and management

Learning objectives
After completion of this module, you should be able to:

describe the nature and functions of marketing channels identify the types of marketing channels explore the concepts of leadership, cooperation and conflict in channel relationships recognise common strategies for integrating marketing channels examine the major levels of marketing coverage recognise the importance of the role of physical distribution activities in supply-chain management and overall marketing strategies examine the major physical distribution functions of order processing, inventory management, materials handling, warehousing and transportation understand the nature and functions of wholesalers identify how wholesalers are classified understand the purpose and function of retailers in the marketing channel identify the major types of retailers explore strategic issues in retailing recognise the various forms of non-store retailing understand the characteristics of e-distribution examine the major types of franchising and the benefits and weaknesses of franchising.

Learning resources
Text
Pride et al. 2007, Marketing: core concepts and applications, chapters 12 and 13.

Learning activities

Essential activity: Read the learning objectives for this module before commencing your reading and activities and then use these objectives to review your understanding of the content of this module. Essential activity: Read chapters 12 and 13 of the text book.

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MKT5000 Marketing management

Desirable activity: Listen to the text book chapter summaries prepared by the publisher: Chapter 12 summary Chapter 13 summary

Desirable activity: To test your knowledge of the key concepts for this module, complete the following: Multiple choice quiz (chapter 12) Multiple choice quiz (chapter 13) Glossary game (chapter 12) Glossary game (chapter 13)

Desirable activity: Access the course discussion board via UConnect StudyDesk and post a response to the discussion topic for this module. Optional activity: Click on the links below to view PowerPoint presentations prepared by the publisher. Note that these presentations contain video clips suitable for both dialup and broadband connections. Chapter 12 PowerPoint Chapter 13 PowerPoint Click on the video links below to view the high resolution videos relevant to this module: Chapter 12 video clips featuring:

Technologys role in distribution Roses Only Today/Tonight

Chapter 13 video clips featuring:

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MKT5000 Marketing management

21

Module 11 Promotion design and management

Learning objectives
After completion of this module, you should be able to:

discuss the nature of integrated marketing communications understand the role of promotion in the marketing mix describe the process of communication explain the objectives of promotion understand the major elements of the promotion mix describe the factors that affect the choice of promotion mix elements examine how the Internet affects the promotion mix understand the criticisms and defences of promotion describe the nature and types of advertising explain the major steps in developing an advertising campaign recognise the tools used in public relations define personal selling and understand its purpose explain what sales promotion activities are and how they are used recognise specific consumer and trade sales promotion methods.

Learning resources
Text
Pride et al. 2007, Marketing: core concepts and applications, chapters 14 and 15.

Learning activities

Essential activity: Read the learning objectives for this module before commencing your reading and activities and then use these objectives to review your understanding of the content of this module. Essential activity: Read chapters 14 and 15 of the text book. Desirable activity: Listen to the text book chapter summaries prepared by the publisher: Chapter 14 Chapter 15 (part 1)
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MKT5000 Marketing management

Chapter 15 (part 2)

Desirable activity: To test your knowledge of the key concepts for this module, complete the following: Multiple choice quiz (chapter 14) Multiple choice quiz (chapter 15) Glossary game (chapter 14) Glossary game (chapter 15)

Desirable activity: Access the course discussion board via UConnect StudyDesk and post a response to the discussion topic for this module. Optional activity: Click on the links below to view PowerPoint presentations prepared by the publisher. Note that these presentations contain video clips suitable for both dialup and broadband connections. Chapter 14 PowerPoint Chapter 15 PowerPoint Click on the video links below to view the high resolution videos relevant to this module: Chapter 14 video clips featuring:

Google Australia and South East Virgin Blue HaveStock Story Bridge Adventure Climb Australian Idol 2 and 5 Campaign Quicksilver Sofitel Queensland Cancer Fund Carlton Draught Subway Virgin Blue Story Bridge Adventure Climb

Chapter 15 video clips featuring:

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MKT5000 Marketing management

23

Module 12 Implementation and control

Learning objectives
After completion of this module, you should be able to:

connect together the key concepts studied in your marketing course relate marketing to key business functions, including production, human resource management and finance demonstrate an understanding of marketings role in the performance of a company explain why implementing the marketing concept can be difficult describe the marketing implementation process and the two major approaches to marketing implementation demonstrate how companies can control marketing activities apply the balanced scorecard to monitor strategy.

Learning resources
Text
Pride et al. 2007, Marketing: core concepts and applications, chapter 16.

Learning activities

Essential activity: Read the learning objectives for this module before commencing your reading and activities and then use these objectives to review your understanding of the content of this module. Essential activity: Read chapter 16 of the textbook. Desirable activity: Listen to the textbook chapter summary prepared by the publisher: Chapter 16 summary Desirable activity: To test your knowledge of the key concepts for this module, complete the following: Multiple choice quiz (chapter 16) Glossary game (chapter 16)

Desirable activity: Access the course discussion board via UConnect StudyDesk and post a response to the discussion topic for this module.

University of Southern Queensland

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MKT5000 Marketing management

Optional activity: Click on the link below to view the PowerPoint presentations prepared by the publisher. Note that these presentations contain video clip suitable for both dial-up and broadband connections. Chapter 16 PowerPoint Click on the video link below to view the high resolution video relevant to this module: Chapter 16 video clips featuring

Quicksilver

University of Southern Queensland