updated 2018 Jan 18
 
SENECA COLLEGE, TORONTO
As Taught by Prof. Tim Richardson 
https://www.nelsonbrain.com/shop/en/CA/storefront/canada?cmd=catProductPreview&ISBN=978-0-17-655528-3
2016 Text
AUTHORS: Babin/Harris/Murray

2018 Text
AUTHORS: Babin/Harris/Murray
ISBN
978-0-17-679179-7

 
MRK 513 Consumer Behaviour

click.
where the text is in the Newnham Campus 
(main campus) bookstore

outline Jan 2018 http://www.senecacollege.ca/s....5BMRK513%5D+Buyer+Behaviour&schoolCode=77
.
Jan
Feb
Mar
March /April
Review of Marketing Concepts
4pP's - 6E's VIDEO
http://www.youtube.com/watch?v=j06cY_-Jc1Q
(noted 
Discussion 4P's # 1
help "Sources of Info"
The 4P's
noted 
PEST - 6E's
noted Jan 18 Thu Class
Political
Economic
Social-Cultural
Technological

Competition
Geography/Weather
--------------------------------------
Introduction
What is CB and Why Should I Care?
Value and the Consumer Behaviour Value Framework
--------------------------------------
Marketing Ethics
(discussed in BAM101)
and Consumer Behaviour
 o manipulative marketing practices
 o deceptive advertising
 o corporate scandals
----------------------------------

Review of Marketing Opportunities
  o Market Penetration
  o Market Development
  o Product Development
  o Diversification
---------------------------------------

-------------------------------------
 
 

Channel Conflict
Cannibalization

.
J.I.T. Just In Time

-------------------------------------
 
 

---------------------------------------

- Competitive Environment

Competition Basics
did 
.

-------------------------------------
Sources of Information
did J
Government
Associations
Corporate
-------------------------------------
Gail Strachan
Seneca Library Services
S
-------------------------------------
 

Online Buying

e-commerce
d
Benefits and Limitations
di
Things to be convincing
noted Jan 18 Thu class

-------------------------------------

why saving time is an integral part of business and marketing
did Feb 11
------------------------------------
Segmenting Consumer Markets using 
Segmenting
did 
.
Marketing Demographics
http://www.youtube.com/watch?v=XFxwDNTcI_s
---------------------------------------
 

Consumer Buying Behaviour
Needs, Wants
Physiological Needs
 o Safety Needs
 o Social Needs
 o Personal Needs
Motivation Theory
not
Psychographics
did
- Lifestyle Analysis
    - Activities
    - Interests
    - Opinions
    - Demographics

Social Influences
Family Influences
- social class
- reference group
- opinion leader (bloggers!)
- Culture

Problem Solving Process

Cognitive Dissonance
https://www.youtube.com/watch?v=n5lLRElifCY&feature=youtu.be
did
Trends
Feb 6th, 11th

Positioning
did Feb 18
p. 243-244 in 8th Edition text
Positioning powerpoint
did feb 18
 segmentationstudyguide
.com/all-about-positioning/
a recommended source of info

Perceptual Maps
p. 244 8th ed.
did Feb 18
segmentationstudyguide
.com/understanding-perceptual
-maps/perceptual-maps/
a recommended source of info
--------------------------------------
Chpt 7 (2010 text)
http://www.youtube.com/watch?v=eLuQOuiusJY
Business and Organizational Customers
Dec 2009 by students
---------------------------------
Buying Behaviour of Business ? Organizational Customers
 
 
 

2010 Video - Part 2
http://www.youtube.com/watch?v=4yUnF25bH8Y
Purchasing Managers
made in class Oct 5th

-------------------------------
 

The Scientific Method

Id8
 
 
 
 
 
 
 

 


----------------------------------
First Mover Strategies
m
"early bird gets the worm"
versus
"second mouse gets the cheese"
YouTube video - Part 1
Prof. Steve Litt and Prof. Tim Richardson
Richardson and Litt
watch on your own.
YouTube video - Part 2
https://www.youtube.com/watch?v=pbBw-O_CAWw&feature=youtu.be
Prof. Steve Litt
watch on your own
-----------------------------------

Managing Products and Brands

BRANDING
d

o Brand Awareness 
di
o Brand Personality 
o Brand Recognition 
d
o Brand Allegiance
di
o Brand Ambassador
o Brand Equity 
o Brand Licensing 

Branding Strategies
p.

Private Branding p. 298
no Frills, Loblaws
Mixed Branding p. 298

0
Push versus Pull
did
video
page 442-443 10th Ed. text
--------------------------------------

Personal Selling
d
 
Order taking
Order getting
Missionary Salespeople
Sales Engineer
Team Selling
did March 18
p. 489-492
.
Steps in the Selling Process
Selling PPT
noted March 13
1. Prospecting/Qualifying
2. Approach
3. Presentation
4. Demonstration
5. Handling Objectives
6. Closing
7. Follow-up
did March 18
.
Overall Promotion PPT
The Promotion Mix
di
Personal Selling
Mass Selling
- Advertising
- Publicity
- - Viral Marketing
Sales Promotion

Promotion people
3 promotion objectives
di
- Inform
- Persuade
- Remind

Promotion results in
di
A.I.D.A.
- Attention
- Interest
- Desire
- Action
Effective Communication
di
- noise
- encoding

-----------------------------------------
 

 


break-even analysis
setting prices
--------------------------------------

-------------------------------
FINAL EXAM
 

2018 
MRK513 Section NMS
Newnham Campus
Thursday Class E1406
1:30 - 4:10 pm

Jan 18
Jan 25

Feb 1
Feb 8
Feb 15
Feb xx Mid Term 20%
 study week 2018
Mar7 As
 

Presentation Tips

MRK513 Section MMS
Markham Campus
Friday Class room M300
1:30 - 4:10 pm

Jan 19
Jan 26

Feb 2
Feb 9
Feb 16
.
 
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
.
Learning Outcomes  2015 Jan from
http://www.senecacollege.ca/ssos/findOutline.do?schoolCode=77&termCode=20151&subjectCode=MRK200
Upon successful completion of this subject the student will be able to:

 1. Prepare positioning statements and marketing strategies for "real world" situations.
 2. Draw conclusions and make marketing recommendations based on numerical analysis.
 3. Calculate market and sales potential.
 4. Analyze and solve marketing problems using various models and frameworks (e.g. SWOT, 5C's etc).
 5. Interpret market research findings.
 6. Formulate achievable, measurable marketing objectives.
 7. Evaluate marketing performance and recommend corrective action if necessary.
 8. Interact with others in groups or teams in ways that contribute to effective working relationships and achievement of goals.

ACTIVITY  VALUE (2015 Jan)
Marketing Plan Group Project: Report 1  10%
Marketing Plan Group Project: Report 2  15%
Case Study Analysis: Individual  10%
Case Study Analysis: Team  10%
Marketing Plan Presentations  10%
Mid-term Exam  20%
Final Exam  25%
TOTAL  100%
 
Marketing 
Plan 
Group 
Project: 
Report 1 
10%
.
Marketing 
Plan 
Group 
Project: 
Report 2 
15%

 


 
 
 
MRK 106 
Chapters covered
MRK 200 
Chapters covered

2 4P's
3 6E's
9 Segmentation p. 229-242
5 Consumer Purchase Model
10 Product
11 Product, PLC, Branding
14 Marketing Channels
16 Promotion
17 Promotion
13 Price Setting
19 Implementation
2 p. 27-46 (8th ed.)(43-49 9th ed.)
6 B2B
12 Services
14 Marketing Channels and Supply Channels
2 SWOT p. 45 9th ed.
8 Market Research p. 207-212 9th ed.
3 6E's (PEST) + Competition

1 Goals and Objectives p. 34-37 9th ed.
9 Segmentation p. 230-234, 238-241, 243-245
11 Product/Branding page 290-302
18 Personal Selling page 485-492 489-496 9th ed.
13 Sales Promotion page 352-354
9 Sales Forecasting page 245-247    250-252 9th ed.
19 Planning page 514-515, 518-527,  522-523 9th ed.
2 Implementation page 47-49

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 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.

Final team Chpt-by-chpt presentations 2009

2014 Assignment Info - Part One
 MRK200/MRK200-assignment-report-part1.htmReport 1 due ....

2014 Assignment Info - Report Part Two
MRK200/MRK200-assignment-report-part2.htmReport 2 due ...
.
 
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index of all the ppt's for 9th edition
 http://www.mcgrawhill.ca/college/shapiro9/olc/olc/index.html
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http://www.senecac.on.ca/outlines/103/SMEB/MRK200.HTM This is the MRK 200 web site from the School of Marketing and e-Business with the official course outline for Sept 2010 as is normally handed out in the first class
.
.
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witiger.com
  CONTACT I MAIN PAGE I NEWS GALLERY I E-BIZ SHORTCUTS I INT'L BIZ SHORTCUTS I MKTG?BUSINESS SHORTCUTS I TEACHING SCHEDULE
.
  MISTAKES ITEXTS USED I IMAGES I RANK IDISCLAIMER I STUDENT CONTRIBUTORS I FORMER STUDENTS I PUBLICATIONS I TIPSfor those On The Level who believe in faith, hope and charity
.

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Prof. W. Tim G. Richardson © www.witiger.com