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There are all sorts of markets: farmers' markets, the stock market, even flea markets. But what is marketing? In the most simple sense, marketing can be explained in one sentence: the customer is always right. But what does that mean…

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What is Marketing? 1:02:11 Definitions 1:02:19 Needs 1:02:40 Demands 1:02:45 Market 1:03:59 Generating Sales 1:04:38 Product Orientation 1:04:51 Selling Orientation 1:05:42 Marketing Orientation 1:09:18 Marketing Planning 1:14:05 The Marketing Process 1:14:42 Defining the mission 1:15:08 Determining business objectives 1:16:53 Making marketing objectives 1:18:26 Putting Together a Marketing Plan 1:20:17 Situation Analysis 1:20:40 Goal Development 1:21:01 Goal Strategy 1:22:01 Case Study: Tabi Hockey Equipment 1:22:44



1. If you have ever thrown away a mailing from a credit card company without opening it, you're not alone. Marketers know many people are resistant to the letters they send out. That's why they'll spend weeks working on every detail of the envelope, such as the teaser (e.g., "Free gift inside!"), to increase their chances that you will open the envelope. What unsolicited mail have you open recently? What was it about the envelope that persuaded you to open it? 2. How far should state governments go in marketing lotteries? Should they be allowed to advertise on television? What about sending a mailing only to the state's poorest residents? 3. Under the product orientation, manufacturers believe that consumers will buy their product if it is clearly the best product on the market. As a result, manufacturers will try to generate more sales by changing their product regularly (e.g., "New and Improved!"). What products can you think of that have recently changed? Do you think the product's change is a real improvement or superficial? Some good areas to consider are computers, cars, shampoos, and frozen food. 4. Many supermarkets and convenience stores have their own brand of common household products (e.g., shampoo, lotion, aspirin, soda). Compare the packaging of these items with similar brand-name items. How are they similar? How are they different? 5. A fiscal year is a twelve-month period that a company chooses to be its financial year. Most companies choose to start their fiscal year in September. Why do you think they choose to start it in September?



Your friend, Cornelius B. Hutchinson, has just invented a fabulous product: Super Sticky Mega Glue. And he wants you to help him market it! Write a sketch of a commercial for Cornelius that will show viewers the awesome benefits of using Super Sticky Mega Glue. Facts • Super Sticky Mega Glue is the strongest glue on the market, including your main competitorcs glue, Fairly Sticky Jumbo Glue. The thing is, Fairly Sticky Jumbo Glue is $2.00 cheaper per bottle than Super Sticky Mega Glue. • Cornelius has some money saved from his previous inventions, but he's no millionaire. He can only afford to advertise on cable, and the cheaper the commercial is to make, the better. • As expected from the inventor of Super Twisty Mega Straw, Cornelius wants you to inject a little humor into the commercial. Make your commercial funny, but don't stray from the message. Questions • Who is your audience? What type of person would be willing to pay more money for stronger glue? What research could you do to find the answer to this question? • Are you going to mention Fairly Sticky Jumbo Glue in your advertisement? What are the benefits of doing this? What are the disadvantages? • Do you plan to mention the price of Super Sticky Jumbo Glue in the advertisement? • Which television show will you advertise on? If you had a little money to spend to figure out the answer to this question, how would you spend it? SDTV Marketing Contest Think you have a winning commercial? Then enter your idea in the SDTV Super Sticky Mega Glue Marketing Contest. We'll give the best entry a cool prize and post the top entries on our web site at www.StandardDeviants.com. Send your ideas to contests@cerebellum.com, subject: "Super Sticky Contest".



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What does "TQM" mean? "TQM" stands for "total quality management," an approach in which everyone in a company is constantly committed to improving services and products.

Demand — Something you want, but don't need to keep you alive. A demand is a luxury.

Marketing — The process of meeting the needs and demands of consumers. Marketing is how you persuade consumers to purchase your product or service.

Marketing objective — The specific goal that a company hopes to achieve through marketing.

Marketing orientation — One of the three traditional ways to generate sales. In the marketing orientation, the marketer fits the product to the company's target market.

Marketing plan — The plan a company makes to achieve its marketing objectives. A marketing plan usually consists of three things: a situation analysis, a development of goals, and a strategy to achieve those goals.

Market share — The sales percentage of the total market that a particular product, service, or entire company has.

Need — A human essential - like food, water, shelter, and clothing.

Organizational objectives — The specific way a company expects to carry out its mission statement.

Overcapacity — When a manufacturer has way too much of a particular product.

Product orientation — One of the three traditional ways to generate sales. In the product orientation, marketers believe that consumers will buy their product if the product is clearly the best dang whatever it is on the market.

Selling orientation — One of the three traditional ways to generate sales. In the selling orientation, marketers believe that advertising is the best way to get people to purchase their product.

Target market — The part of the market that is most likely to buy a company's product.

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