last updated 2018 Aug 01
SENECA COLLEGE, TORONTO`
.

Marketing 9th Ed.
by Crane et al
used in 2015, 2016

Marketing 10th Ed.
used in 2017
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MRK 106 MARKETING 
As Taught by
Prof. Tim Richardson 
Sept - Dec 2017
(excluding Oct 16 - Nov 20)
This page may also be used by students of Prof. Kanitz and Prof. Osborne
....
http://www.witiger.com/marketing/marketingIsBad.htm
for MRK106 Section MMT (Mon-Thu) log in here  http://connect....mrk106-mmt
for MRK106 Section MMS (Tue-Thu) log in here http://connect....mrk106-mms
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This is the PowerPoint from the textbook rep showing how to register and log in  Section-MMT...Student-Registration.ppt
This is the PowerPoint from the textbook rep showing how to register and log in  Section-MMS...Student-Registration.ppt
course outline http://www.senecac.on.ca/ssos/findOutline.do?schoolCode=0s58289&termCode=20182&subjectCode=MRK106
in 2017 the chapters are in the order of 1,2,9,5,3,10,11,14,15,16,17, 13
May
June
July
July / Aug
Quorum - vocabulary
Read The Newspaper
Chpt 1

What is marketing ...
p. 3-4 10th Ed. text
Marketing is not just advertising, an explanation of the 4P's

showed in class
did Sept 5 Section MMS
did Sept 6 Section MMT

4P's
p. 11 9th Ed. text
p. 9 10th Ed. text
 o Product
 o Price
 o Promotion
 o Place
dT
"10 fingers"
of business and marketing
click to view video
noted .
"What is Marketing"
Video by WTGR 
http://www.youtube.com/watch?v=72NarquUG2U
shT

The breadth and depth of marketing p. 6-7
p. 5-6 10th Ed. text
diS
o What is a market
o Who markets
o What is marketed
o Who buys what is mktd
o Who benefits
.
http://www.youtube.com/watch?v=cQwr_MWPC7k&feature=youtu.be
WTGR on CTV re: Apple
re: target market segment
re: Product Life Cycle
re: competitive environment

Marketing Concept
p. 13 10th Ed. text
noe
------------------------------------.
FABs
Features
Advantages
Benefits
non
------------------------------------.
Intro to Mktg old.ppt
did Sept 
------------------------------------
marketing is bad
die
Consumerism and Materialism
----------------------------------
Degrees of Competition
p. 15
did Sept 12 Sec. MMS Tue
covered in BAM 101
Perfect Competition
Monopolistic Competition
Oligopoly
-----------------------------------
Orientations
o Product Orientation
o Sales Orientation
o Marketing Orientation
did Sept 12 Sec. MMS Tue 
did Sept 18 Sec. MMT Mon
Page 12 in 10th Ed. text
click to view YouTube video
video on 3 orientations
n

6 Orientations

.
o CRM Customer Relationship Management

o CLV
Customer Lifetime Value
page 16
did Sept 18 Sec. MMT Mon
o Customer Experience Mgmnt Era
o Social Marketing Era
---------------------------------
marketing and NPOs
dS
Ice Bucket Challenge
ALS
https://www.youtube.com/watch?v=A-wDrr3ex8U&feature=youtu.be
sT
Non Profit Organizations are becoming very innovative in their marketing
did Sept 
 
Chpt 2
What is a Strategy
- who +
- 4Ps
did Sept 18 Sec. MMT Mon

p. 28 10th Ed. text
https://www.youtube.com/watch?v=ehY3bCzzwEU&feature=youtu.be
3 Min 08 Sec
3 Generic Strategies

Core Values
p. 30 10th Ed. text
 
Mission Statements
p. 30 10th Ed. text
covered inBAM101
noted Sept 18 Sec. MMT Mon

G.O.P.S.T.
o Goal(s)
o Objectives
o Plans
o Strategies
o Tactics
 discussed in BAM101
but the official MRK106 outline also mentions them

We will not do GOPST in MRK106

..
Chpt 3
the Marketing Environments
done mostly in BAM 101
diT
PEST..
Political Environment
Economic E.
Social-cultural E.
Technological  E.
+
Competitive E.
Geographic E.
-----------------------------------------
Emerging Challenges
Outsourcing p. 37
done in BAM101

Mergers
Strategic Alliances p. 39
Collaborative Relationships
-----------------------------------
Developing Successful Marketing Strategies

What is a Strategy
.What is a strategy.
Competencies
Competitive Advantage
Quality

Are Objectives
S.M.A.R.T. p. 134

SWOT analysis
did Sept 21 Sec. MMT Thu
o Strengths
o Weakness
o Opportunities
o Threats
.
Competition Basics p. 91
done in BAM101..
----------------------------------
types of opportunities p. 40
including the Ansoff Matrix
inu
o Market Penetration 
o Market Development 
o Product Development 
o Diversification
for week two
http://www.youtube.com/watch?v=Jt1J7cxG9jA&feature=c4-overview&list=UUAtk_NQTEd9jP4hEI6lPUHA
4 Types of marketing opportunities explained
.
Market Development using the example of Timmies
market development using Timmies as an example
----------------------------------
Dashboards
Metrics
 

Strategic Marketing Process
"The Marketing Plan"

Marketing Strategies
did July 13
Marketing Plans
Marketing Programs

.

Chpt 3 - done in BAM101
Trends and Forces in the External Marketing Environment

most of the 6E's are discussed in BAM101
but the official MRK106 outline also mentions them

We will not do the 6Es in MRK106

Chpt 4 Ethics
Ethics and Corporate Social Responsibility is covered in BAM101
but the official MRK106 outline also mentions them

We will not do Ethics in MRK106

James Hov
Seneca Alumni
guest speaker
- personal branding
- social media mktg
Hov - Facebook
Hov - Instagram
Hov - Twitter
Hov - IMDB
did Sept 25 Section MMT
Chpt 5

Consumer purchase decision process
p. 124-125 9th Ed. text
p. 117-119 10th Ed. text
dT
- problem recognition
- information search
      - people use cell phones
- alternative evaluation
      - competition
- purchase decision
       - make it easy to buy
       - $225 bi-weekly = $39,600
- post-purchase behaviour
    - make the customer happy
    - related to market penetration

Cognitive Dissonance
related to Market Penetration
dS
p. 126 in 9th Ed. text
https://www.youtube.com/watch?v=n5lLRElifCY&feature=youtu.be
the video explaining Cognitive Dissonance
1 min 32 sec
.
Motivation and Maslow's Hierarchy of Needs
ds
p. 127 in 8th Edition text
p. 129-130 9th Ed. text
click
Values, Beliefs, Attitudes
d

Social-Cultural
influences on
Consumer Behaviour
dT
Social Class and Culture
d
 
Viral Marketing
Chpt 5 in 10th Ed. Text
Pass Along Mktg
Undercover Viral Mktg
Gossip/Buzz Mktg
Guerilla Mktg
did July 6th

V.W. Viral Video Superbowl ad
original V.W. superbowl ad
Parody-The Mad Jamaican

Google partition ad
mentioned July 6th
--------------------------------
sulibreezy
Hate School/Love Education
d
our response
dS

Canadian Culture
p. 139 - 141 in 8th Edition text
 
Chpt 6
Marketing to organizations B2B and B2G is typically not covered in MRK106 but instead is done in MRK200
Chpt 7
Marketing to globally is typically not covered in MRK106 but instead is complete course MRK460
Chpt 8
Marketing Research is typically not covered in MRK106 but instead is done in MRK200
 
Chpt 9 

Who is a customer
Target Markets
Segmentation

MarketSegmentation
noted July 13th
http://www.ctvnews.ca/mobile/video?clipId=1010173
WTGR on CTV News discussing segmentation and Blackberry
 

powerpoint segmentation
d

students should download the PPT and keep it with their class notes
Segmenting Dimensions
Geographic
Demographic
Psychographic
Behaviour
Usage rate
 

Segmentation Criteria
- example of Otterbox
https://www.youtube.com/watch?v=s4EPoUOLOOQ
dS
1. homogenous
2. heterogenous
3. substantial
4. competition

ppt segmentation process
did 
Market Oriented Strategies
- single, mutiple, combined 
Int'l mrktg

Observational Marketing
- Samsung S6 Edge
d

Demographics
Boomers age 52-70
Gen X age 34-54
Gen Y age 17-33
Millenials 0-16
YouTube video
Micah Tyler
di

Kevin Bacon Explains the '80s to Millennials 
YouTube

(dates for the generations differ widely according to various sources)

o social-culturalp. 78-83
did 

Ethnic Diversity
did 

80/20 rule
Pareto Principle
added 2017Sept28

discussed 

Product Positioning
- head to head
- differentiation
p. 248 9th Ed. text
d
.
Positioning powerpoint
O
Positioning ppt 2016
OS
 
Chpt 10

Product

"PRODUCT"
OS
old ppt updated 2014

Product Lines 
OS
eg. Ford - SUVs
Product Mix
eg. Addidas,       Nike
     Apple, SONY
p. 254-255 8th Ed.

Classes of 
p. 256-257 8th Ed.
  o Consumer Goods
  o Industrial Goods

industrial products ? services (old PPT)
.
 

What is a New Product
p. 257-258 8th Ed.
.
Developing New Products and Services
New Product Development Process
(also done in BAM101)
p. 264-267 8th Ed.
Oct 
Idea Generation 
Screening 
Idea Evaluation
Develop Product
Market Testing
Commercialization 
Dot.com failures
d
learning how to succeed in business by avoiding mistakes

Franchising basics
--------------------------------
Chpt 11
Managing Products and Brands
p. 279-290
.
Product Mgmnt 
Product Life Cycle Unit
p. 285-287 10th Ed. text
did July 6th
PLC powerpoint
- Product Modification
did July 6th
-Market Modification
did July 6th
Introduction Stage
Growth Stage
Maturity Stage
Decline Stage
https://www.youtube.com/watch?v=HDqFyNvFdak&list=UUAtk_NQTEd9jP4hEI6lPUHA
noT
PLC video 
real examples 
by MRK106 students
.--------------------------------------
Branding Unit , packaging
noted July 13th
+ powerpoint on branding
did 
Brand Name
Brand Personality
Brand Equity
Brand Licensing
Branding Strategies
cobranding
multibranding
Private Branding
--------------------------------------
packaging and labelling
Packaging PPT
d
talked about blister packs

product warranty
--------------------------------------
simple ppt for old Chpt 11
Place
Channel Systems
detailed ppt for Chpt 11
- based on 8th ed. of the text
---------------------------------
Chpt 12
Managing Services
Mktg Services PPT
began Nov 23 Section MMS
- consumer  services 
- industrial services
.
Intangible
Inconsistency
Inseparability
Inventory

Marketing Services
Product
Price
Place / Distribution
Promotion
+
People
Physical Evidence
- impression management
Process
- procedures for delivering
Productivity
- capacity management
---------------------------------
Chpt 13 
Pricing Products and Services

Pricing Basics
noted July 13th
did July 27
Cost Sheets
building Price Lists
Markups
Stockturn Rate
Total FIxed Cost
Total Variable Cost

Pricing Objectives
did July 27
- Profit Oriented
- Sales Oriented
- Status Quo Oriented
.
pricing policies
did July 27
- skimming
- penetration
- prestige 
- price bundling

Rolex versus Timex
did July 27


Skimming Price explained
did July 27
skimming price explained
noted 
Penetration Price explained
did July 27
penetration pricing
noted 

Cost Oriented Pricing
did July 27
- standard markup
- cost-plus pricing p. 346
- experience curve p. 346

Profit Oriented Pricing
- Target Profit pricing
- Return-on-sales
- ROI pricing

Pricing Differentiation

Chpt 13 
Price Elasticity
Supply and Demand
Elastic Demand
Inelastic Demand
did July 25th
did again July 27
p. 343 10th Ed. text

Break-even analysis
noted 
The reason for Break-Even Analysis
The reason for Break-Even Analysis
--------------------------------------
Marketing seasonal events and holidays

Hallowe'en

2 min 51 sec
YouTube Video
made 
students commenting on considerations in marketing to young people at Hallowe'en 2016
 
 
SEO / SMO
Search Engine Optimization
mS
p. 89 in 10th Ed. text

E-commerce
Benefits and Limitations
did July 25th

Things to be convincing
a VERY BIG TAKEAWAY for WTGR's class
did July 25th


Chpt 14 
Managing Marketing Channels and Supply Chains
p. 389...10 th Ed. text

Marketing Channels of Distribution
begun
direct channel
indirect channel

J.I.T. p. 399
Just In Time
did July 18
how JIT relates to the Supply Chain
 

Why the saving of time is an integral part of business and marketing.

43 secs
did July 18

TQM
Total Quality Management
discussed why 99.9% is not enough
did July 18
.
Total Quality Management
http://en.video.sympatico.ca/news-info/top-stories/watch/-recall-issued-for-suvs/1743658935001/#.UD0QaHL7HMw
noted July 18
told them to watch 
and make comments

Agents and Brokers p. 377
did 
Intermediaries

Cannibalization and Channel Confliction
-------------------------------------------
Chpt 15
Retailing
.
Canadian Trends
with notes from MRK513

Who are Millenials?
did Aug 1
The challenge of understanding, and motivating, Millenials
Micah Tyler video
showed Aug 1

Millenial Job Interview
2 min 50 sec
showed Aug 1
 
 
Motivation by Simon Sinek
noted Aug 1

our MRK513 video about 
How to Motivate 
Millennials
https://www.youtube.com/watch?v=LZGi4yjRGfM&feature=youtu.be
- created 2018 March 
noted Aug 1

Canadian Trends in Retailing
Website not enough - have to be digitally mobile
- mobile access to shopping websites continues to grow

How marketing and consumer trends drive unusual consequences
did Aug 1
example: 
Bacon Big Mac
click
equals
Coy-wolves north of  the GTA
click
noted Aug 1

Note SEO but SMO and Inbound Marketing
Local SEO factors
 poweredbysearch.com
/resources/top-local-seo-
ranking-factors-in-2015/
di
from 

-  -  -  -  -  -  -  -  -  -  -  -  -  -
http://www.hubspot.com
S
Hubspot Certification

 http://certification.hubspot
.com/inbound-certification
-----------------------------------
Inbound marketing and SEO
dS
- -  -  -  -  -  -  -  -  -  -  -  -  -
Forms of Ownership p. 403
dW
- Independent Retailer
- Corporate Chain
- Contractual System

Level of Service p. 404-405
d
- Self-service
- Limited Service
- Full-service

Merchandise Line p. 405
d
- breadth of line

Non-Store Retailing
d
- Automatic Vending
- Direct Mail / Cataloques
- TV SHopping
- Online Retailing
- Telemarketing
- Direct Selling

Retailing Strategy p. 410
did
Retail Positioning Matrix
Retailing Mix p. 412
- price
- place (store location)
- promotion (comms)
- product (merchandise)
--------------------------------------------
Chpt 16 
IMC  Direct Marketing

The Communication Process
source
message
channel
receivers

encoding and decoding
encoding decoding noise ppt
did 
Push-Pull Strategy p. 439
push-pull powerpoint
did July 20th
did July 25th
Push versus Pull
video
did July 20th
old powerpoint for Chpt 16
--------------------------------------------
Chpt 17
Advertising, Sales Promotion, ? Public Relations
Promotion
powerpoint

The Promotional Mix
mentioned July 6th
discussed July 13
  o Mass Selling
       o Advertising
       o Publicity
             o Viral Mktg
  o Personal Selling
did July 20th
           o B2C
           o B2B
           o B2G (government)
            o Prospecting
            o Approach
            o Presentation
            o Demonstration
            o Objections
            o Closing
             o Follow-up
  o Sales Promotion

kewl commercials, weird ads
di
--------------------------------------------
Chpt 18
Personal Selling and Sales Management
noted July 13th
p. 485-492
Steps in the Selling Process
Selling PPT
d
Personal Selling 
beT
  o Prospecting
  o Approach
  o Presentation
  o Demonstration
  o Handling Objections
  o Closing
  o Follow-up

Sales Presentations
  o Prepared Presentations
  o Consultative Selling
  o Selling-Formula Approach
---------------------------------------------
sources of info
---------------------------------------------

---------------------------------------
 
Appendix A
page 55 - 74
in the 10th Ed. text
- discusses how to create a marketing plan in detail

read this for
Nov 

 

MRK106

1:30 - 3:15
room 416

S July 4
July 11
July 18
July 25
July 25
Aug 1
Aug 8
Aug 15 exam / last class

old Assignment 2
http://www.youtube.com/watch?v=bcuw9bMYgHY http://www.youtube.com/watch?v=8tXadb6IsKI http://www.youtube.com/watch?v=Zh_3o1npTEg http://www.youtube.com/watch?v=k1w28eG3jyA http://www.youtube.com/watch?v=xRrPMWWENhM http://www.youtube.com/watch?v=TI8JxwBvnII http://www.youtube.com/watch?v=wCxYyI_iWj0
Read The Newspaper
Part 1
Read The Newspaper
Part 2
getting rich on the stock market
Read The Newspaper
Part 3
learn an
Industry Sector
Read The Newspaper
Part 4
Business magazines
are important
Earning
Class
Participation
Marks
- basics
Class
Participation
- how you earn the highest marks
Class
Participation
- how they are calculated
- the numbers
..
http://www.youtube.com/watch?v=LxguksrUZfk http://www.youtube.com/watch?v=B7e9WSnC0Tk http://www.youtube.com/watch?v=ybZbld2gyLI http://www.youtube.com/watch?v=bsPyhq52IwU
Group Work
- what the Report should look like
- binding, pages, table of contents
Group Work / Reports Part 2
The importance of using "Mature Language" in your writing
Group Work / Reports Part 3
important considerations
Group Work / Reports Part 4
Coordinating the submission
Communication w group members

Professionalism:  All students are expected to demonstrate professionalism, as outlined in the document, Marketing Programs: Guidelines and Policies on Professionalism.

Failure to demonstrate the required professionalism will result in a deduction of up to 10% from the final grade for the course.  Alternately, demonstrating exceptionally strong professionalism can result in an increase of up to 5% in the final grade.  The Marketing Programs: Guidelines and Policies on Professionalism document will be provided by your Professor.
Please refer to it for additional information.

the Learning Outcomes below in red font direct from the 2014 Sept MRK106 Outline

1.Summarize the functions and roles of marketing in a market-driven and/or developed economy.
2.Describe how marketing helps to achieve: corporate objectives; the goals of the society in which it operates and an improved standard of living while supporting overall economic growth.
3.Identify and discuss the uncontrollable environments that affect marketing decisions.
4.Explain how marketing is used to identify, create and implement all types of opportunities.
5.Explain the fundamental framework of marketing strategy.
 
 
MRK 106 
Chapters covered
MRK 200 
Chapters covered

2 4 P's (Product, Price, Promotion, Place)
3 6 Environments
9 Segmentation p. 229-242
5 Consumer Behaviour
10 Product
11 Product, PLC, Branding
14 Marketing Channels
15 Retailing
16 IMC Integrated Marketing Communications
17 Promotion - Advertising, PR
13 Price Setting
2 p. 27-46
6 B2B
3 6E's (PEST) + Competition
8 Market Research p. 201-207
1 Goals and Objectives p. 32-34
9 Segmentation p. 230-234, 238-241, 243-245
11 Product/Branding page 290-302
18 Personal Selling page 485-492
13 Sales Promotion page 352-354
9 Sales Forecasting page 245-247
19 Planning page 514-515, 518-527
2 Implementation page 47-49

 

Marketing is NOT only Advertising
(optional reading of an "adult" nature discussing in a funny way the various marketing terms)
.
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