Ba 206 (3700) ‑ Basic Marketing Summer 2008 May 12 to June 7, 2008 Session One (four weeks)

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BA 206 (3700) ‑ Basic Marketing

Summer 2008

May 12 to June 7, 2008

Session One (four weeks)

Instructor: Lindell Phillip Chew

Office: 1005 Tower

Office Hours: 8:40-9:10 pm, M,T,W,R in 207 ssb and/or by appointment in 1005 SSB Tower

Office Phone: (314) 516‑5626

Faxes (314) 576-8855 or 516-6420


Class Time: 6:00 pm to 8:40 pm

Reference #: 10161-E01

Room #: 207 SSB

Final Exam: Thursday, June 5, 2008

6:00 pm - 8:40 pm

Web Site:
Required Textbook: Joel R. Evans & Barry Berman, MARKETING 10E: Marketing, in the 21st Century

Atomic Dog Publishing Tenth Edition, 2007 (ISBN# 0759393257)

Study guide is built into the text. Text is available in hard copy and/or internet version.

Please see attached instructions.

Focus: This principles (introductory) marketing course will incorporate both the traditional and contemporary aspects of marketing comprehensively through a broadened view of marketing. Basic Marketing will examine both the character and importance of the marketing process, its essential functions and the institutions performing them in a thorough and balanced manner. Although the basic components of marketing, (e.g. consumer behavior, marketing research and product, distribution and price planning), will form the foundation of this introductory level course, contemporary techniques and topics will also be covered in depth (e.g. strategic planning and marketing, international marketing, service and non-profit marketing, organizational consumers, societal implications).
Grading: I. Three Examinations, Including Final* 375 points

(125 points each, times three) Ch. 1-8, 9-16, 17-22*

II. Marketing Project (High Involvement Project) 125 points

III. Class Participation, 3 Quizzes (20 questions

multiple choice), Cases, Class Discussions,

Quantitative & Quantitative Homework

Problems and Other Presentations 100 points

** In addition, 22 quizzes at the publishers ** Potential

website (1 for each chapter) Bonus Points

TOTAL 600 Points

Grading Scale: 540 Points ‑ A

480 Points ‑ B

420 Points ‑ C

360 Points ‑ D

Calendar ‑ Critical Dates:

May 12 Monday Classwork begins

14 Wednesday Last day ANY student may enroll for credit

14 Wednesday Last day of automatic wait list movement by Registrar.

17 Saturday Last day any student may drop a course without receiving grades. Last day any student may place a course on a satisfactory/ unsatisfactory basis



June 2 Monday High Involvement Project Due

June 5 Thursday Evaluation of class and Final (3rd Exam) 6:00 pm

7 Saturday Close of Session One Summer 2008

August 2,3 Saturday/Sunday Commencement - Summer Semester 2008



Study packets for each exam (one, two & three) will be provided by the instructor in hard copy.
Group e-mail will be established and sent to registered students, student e-mail accounts. Lecture notes will be provided in Microsoft Word sent as an attachment and paste in. Text book Power Point slides will also be sent as attachments. This will be done prior to related lectures/in class coverage.
Week * Topics (Projected) Chapters

1 Overview and environment of marketing 1,2

Strategic planning in marketing and information for marketing decisions 3,4
Marketing and society, international marketing, e-commerce marketing 5,6,7
2 Consumer demographics, life-styles, and decision making; organizational

consumers; developing a target market; and sales forecasting 7,8,9,10


(Chapters 1-8)
Good and service planning, managing the product life cycle, branding,

and packaging 11,12,13

3 Distribution planning and physical distribution, wholesaling, and retailing 14, 15,16

(Chapters 9-16)
Promotion planning, advertising, public relations, personal selling, and

sales promotion 17,18,19

4 Price planning, developing a price strategy, and pricing techniques 20,21
Total quality: Integrating and analyzing marketing plans 22
*Ambitious (Projected-Unofficial) III EXAM

(Ch. 17-22)

Chew - BA 206 Basic Marketing

Topics #** *Lecture Topics (Tentative)

1 Structure and Introduction: An Overview of Marketing Part I
2 An Overview of Marketing Part II

3 The Environment of Marketing

4 Strategic Planning and Marketing: Part I
5 Strategic Planning and Marketing: Part II


Topics #** *Lecture Topics (Tentative)
6 Marketing Information Systems: Part I

(Marketing Planning Execution and Control-Getting Quality Information)

7 Marketing Information Systems: Part II

Application of Marketing Research (Design Process) Bridge to Understanding the Consumer

8 Understanding Consumers

Directly Observable and Inferred Influences

9 Consumer Life Styles and Decision Making
32 Broadening the Scope - International Marketing

33 Broadening the Scope - Service Marketing

34 Broadening the Scope - Marketing and Society

35 Broadening the Scope - Video Cases in Action

10 Lifestyle Bridge to the Organizational Consumer (Business to Business)

11 The Organizational Consumer and Market Segmentation

12 Supplemental - Segmenting, Targeting and Positioning
13 Developing and Managing Products to Satisfy the Consumer

14 Conceiving, Developing and Managing New Products

15 Developing Products and Consumer Acceptance (Product Identity)

16 Mature Products, Product Extensions and Deletions

17 Branding, Branding, Branding
18 Packaging and Distribution

19 Distribution Planning (An Overview)

20 Wholesale Middlemen and Physical Distribution


23 Promotional Planning (An Overview)
24 Advertising

25 Public Relations, Sales Promotion and Personal Selling

26 Sales Promotion and Personal Selling (continued)

27 Promotional Planning - Video Cases in Action

28 Price Planning - An Overview

29 Pricing Strategy

30 Pricing Techniques

31 Pricing Planning - Video Cases in Action

36 The Marketing Plan - An Application *We will address the core

37 Marketing Management of these topics in class.

38 Careers in Marketing **These lectures are also

Evaluation available on video tape

(VHS 1/2 inch format -

June 5, 2008 EXAM III (non comprehensive) - Ch. 17-22 1 hour each topic).

Grade to-date feedback

BA 3700/206 ‑ Semester Marketing Projects



(125 points)

1. The semester marketing projects are a form of experiential learning. They are designed to give participating students an opportunity to apply the principles studies in this course to the "real world" preferably in relation to a setting of interest to the participating student(s) (e.g., family‑owned business, a job or job opportunity and/or an interesting company, product or service.) EXAMPLES OF FINISHED PROJECTS FOLLOWING APPROVED OUTLINE ARE AVAILABLE AT OUR CLASS MY GATEWAY SITE

2. Students should organize in teams of two or three if possible. Individual Projects are also acceptable. The instructor will assist in facilitating this process.
3. Topics are due in writing on THURSDAY, May 15, 2008.
4. Marketing projects are due on MONDAY, June 2, 2008.
5. Marketing projects are to be submitted typed double‑spaced. The usage of headings and subheadings with tabs dividing sections is suggested.
6. The length of this project -- (*suggested minimum: typed double spaced)
1 student 6‑9 pages

2 student team 8‑11 pages

3 student team 9‑15 pages (excluding reference & title pages)

*One A Day Vitamin…a minimum daily requirement

7. This project is worth 125 points. (Course has 600 points.)
8. The instructor will assist student participants in providing topic suggestions on request. Instructor has numerous outlines and project examples available for student review.
9. The following pages are a summary of suggested topics to use in formulating your marketing projects only if you are unable to choose a topic in conjunction with a business, product or service of your choice. You may combine two or more of these topics.
10. Project report must include the following:

Title Page ‑ Table of Contents ‑ Reference Page ‑ Numbered Pages

11. Footnotes are not required.
12. Penalties will be assessed for late projects at the rate of eight points per day/40 points per week.
13. Papers will be graded on the basis of:

Level of Analysis

Quality & Depth of Research


Methodology Used

Soundness of Conclusions

14. Samples of marketing projects (Involvement) are available in room 1020 SSB/Tower for your inspection. Also, Professor Chew will bring projects and sample outlines to class and illustrate them.
15. Please see Professor Chew for grading criteria sheets.

The Changing Role of Marketing in the United States

Classical Versus Modern Definitions of Marketing

Pillsbury: From Production Era to Marketing Company Era

The Marketing Concept: A Critical Analysis

Employment Trends and Career Opportunities in Marketing

Marketing and the Quality of Life

The Evolution of Marketing Functions and Marketing Performers

A Current Marketing Analysis of Swatch

A Current Marketing Analysis of Atari

The Marketing of the Spectra Camera by Polaroid

The Marketing Environment at General Electric

The Impact of Corporate Culture on Marketing

Differential Advantages: A Small-Firm Perspective

Types of Marketing Organizations: A Critical Review

Extended Versus Routine Consumer Decision Making

Low-Involvement Purchasing

A Critical Review of Brand Loyalty

Industrial Versus Final Consumer Marketing

Value Analysis: An Assessment

Vendor Analysis: An Assessment

The Impact of Derived Demand on the Steel Industry

How to Use the Standard Industrial Classification System

End-Use Analysis: An Assessment

The U.S. Government as a Consumer

A Critical Review of the Organizational Consumer's Decision Process

Conflict Resolution by Organizational Consumers

New Task Purchases by Organizational Consumers

A Critical Review of Mass Marketing

Market Segmentation Versus Multiple Segmentation

The Majority Fallacy: When to Pursue It and When to Avoid It

Geographic Segmentation and Food Products

Segmentation of the Automobile Market Using Personal Demographics

Benefit Segmentation: Uses and Limitations

The Heavy-Half Segment Versus the Light-Half Segment: Marketing


VALS: A Critical Review

How to Develop a Segmentation Strategy: A Fast-Food Restaurant Application

Organizational Consumer Segmentation

Sales Forecasting Techniques: An Assessment

The Interaction of Sales Penetration and Diminishing Returns

Major Demographic Trends and Their Marketing Implications

Using the Survey of Buying Power

A Comparison of Two Leading Consolidated Metropolitan Statistical Areas

Geographic Population Shifts: Marketing Opportunities and Problems

Trends in U.S. Family Income Since 1960

Working Women and Marketing Plans

Demographic Profiles

Current Popular Consumer Life-Styles and Their Marketing Implications

A Critical Review of Psychographics

The Impact of Culture on Consumer Decisions

The Impact of Reference Groups on Consumer Decisions

Opinion Leaders: Who Are They and How Can They Be Reached?

Traditional and Nontraditional Family Life Cycles

Trends in Consumer Activities

The Impact of Personality on Consumer Decisions

The Impact of Perceived Risk on Consumer Decisions

How to Market Ben-Gay to "Sports-Active" People

The Consumer's Decision Process

The Role of Manufacturers' Agents

The Role of Selling Merchants

Trends in Wholesaler Productivity

Customer Service and Wholesaling

Segmentation Strategies of Wholesalers

Wholesaling in the Food Industry

A Critical Analysis of Wal-Mart

Credit Sales in Retailing

The Costs of Retailing

Kroger: A Leading Food Retailer

May Department Stores: A Leading General Merchandise Retailer

Procter & Gamble/Retailer Relations

Independent Versus Chain Retailing: Trends and Their Implications

The Pros and Cons of Retail Franchising

The Limited Growth of Consumer Cooperatives

The Decline of the Traditional Supermarket

Department Stores: Tough Times Ahead

Has the Retail Catalog Showroom Peaked?

Trends in Direct Marketing

Unplanned Business District Versus Planned Shopping Centers

Scrambled Merchandising: Opportunities and Potential Problems

Applying the Wheel of Retailing

Computer Technology and Retailing
Tangible, Extended, and Generic Product Definitions: Their Role in Product


The Differences in Marketing Strategies for Convenience, Shopping, and

Specialty Goods

The Marketing of Impulse Goods

The Differences in Marketing Strategies for Installations, Raw Materials,

and Fabricated Parts

The Marketing of Business Advisory Services

Product Mix Alternatives: Their Pros and Cons

Product Management Organizations: A Critical Review

Product Positioning and Women's Jeans

Product Positioning and Multiple Segmentation Strategies

Developing a Balanced Product Portfolio

Applying the Product Life Cycle to Major Appliances

Evaluating the Product Life-Cycle Concept

Self-Fulfilling Prophecies and the Product Life Cycle

Contrasting Product Modifications, Minor Innovations, and Major Innovations

in New-Product Planning

Why New-Product Planning Is So Risky

How to Reduce Risk in New-Product Planning

How to Generate New-Product Ideas: A Critical Review

The Role of Product Screening in New-Product Planning

Contrasting Competitive Structures: Monopoly, Oligopoly, Monopolistic

Competition, and Pure Competition

The Changing Role of the Federal Trade Commission

The Pros and Cons of the Drug Price Competition and Patent Term Restoration Act

The Impact of Real Income on Marketing

Technological Breakthroughs and Marketing

Marketing Myopia

The Soda Wars

The Interaction of Strategic Planning and Marketing

Relationships between Marketing and Other Functional Areas in an Organization

Organizational Mission at 3M and Its Effects on Marketing

The Pros and Cons of Establishing Strategic Business Units

The Value of Situation Analysis

Portfolio Analysis and Marketing

The Product/Market Opportunity Matrix and PepsiCo

A Critical Review of the Boston Consulting Group Matrix

A Critical Review of the General Electric Business Screen

Strategic Planning at Westinghouse

BehaviorScan: Opportunities and Limitations

The Scientific Method and Marketing Research

Trends in Marketing Research

Exploratory Versus Conclusive Research Techniques

A Critical Review of Secondary Data Sources

Primary Data Collection Methods: A Comparison of Surveys, Observation,

Experiments, and Simulation

The Evolution of Marketing Information Systems

Marketing Research Versus Marketing Information Systems
A Critical Analysis of Tandy's Vertical Integration Strategy

Distribution Planning by Sherwin-Williams

The Sorting Process and Distribution Planning

IBM's Failure With It's Company-Owned Product Centers

How to Select a Channel of Distribution

Direct Versus Indirect Channels of Distribution

Exclusive, Selective, and Intensive Distribution in the Jewelry Industry

Channel Cooperation and Conflict: An Assessment

How to Use Pushing and Pulling Channel Strategies

The Unique Characteristics of Industrial Channels of Distribution

Physical Distribution Trends

The Total-Cost Approach to Physical Distribution

The Changing Role of Railroads

The Emergence of Transportation Service Companies

A Critical Analysis of Just-In-Time Inventory Systems

Company Stock Turnover Rates by Industry

A Critical Analysis of EOQ

Warehousing Decisions

Trends in Pharmaceutical Wholesaling

Wholesaler/Coca-Cola Relations

Comparing Manufacturer and Merchant Wholesaling

Trends in Merchant Wholesaling

Trends in Geographic Pricing

Open Versus Revolving Credit Accounts

The Evolution of Rebating as a Marketing Tool

A Critical Analysis of Cost-Based Pricing Techniques

The Evolution of Target Pricing

The Value of Price-Floor Pricing

Traditional Versus Modified Break-Even Analysis

The Complexities of Chain-Markup Pricing

Uses and Abuses of Price Discrimination

The Role of Competition-Based Pricing

Price Leadership: Trends and Analysis

The Expected Profit Concept in Competitive Bidding

Pricing by IBM and IBM-Compatible Computer Manufacturers
Word-of-Mouth Communication

Comparing Promotion Types: Advertising, Publicity, Personal Selling,

and Sales Promotion

Using the Channel of Communication for New, Growing, and Mature Products

Evaluating Company Spokespersons, Celebrities, Actors in Roles, and Company

Sales Personnel as Communication Sources

Consumer Reports as a Communication Source

Understanding the Multistep Flow of Communication

Encoding and Decoding Advertisements and Personal Selling Messages

Symbolism in Marketing Communication

The Pros and Cons of Humor in Marketing Communication

Comparative Messages: An Assessment

Massed Versus Distributed Promotion

Subliminal Advertising: A Continuing Controversy

Measuring Promotion Effectiveness

The Relationship of Primary and Selective Demand

Trends in Institutional Advertising

A Critical Review of Promotion Budgeting Techniques

The Changing Legal Environment of Promotion

Criticisms and Defenses of Promotion: An In-Depth Analysis

The Advertising of Personal Computers

Trends in Advertising Media

The Evolution of Mega-Advertising Agencies

Commercial Versus Cable Television as Advertising Media

Waste in Advertising

The Role of Patents in New-Product Planning

Using Concept Testing for a New Perfume

The High Costs of New-Product Development

The Controversy Over Test Marketing

The Diffusion Process and Fashion

The Role of Mature Products in a Marketing Strategy

The Marketing of the Corvette

The Marketing of the IBM Selectric Typewriter

Product Deletion: A Difficult Marketing Decision

The Licensing of Cabbage Patch Kids: What Next?

The Value of Trade Characters

The Importance of Corporate Symbols

The Trend Toward Company Name Changes

The Battle of the Brands

The Rise and Maturity of Generic Brands

Family Versus Multiple Branding

The Pros and Cons of Brand Name Licensing

Applying the Consumer's Brand Decision Process in Low-Involvement and

High-Involvement Purchasing Situations

How to Gain Trademark Protection

How to React After Losing Trademark Protection

Trends in Packaging

Package Redesign

Packaging and Channel Cooperation

Packaging and New-Product Planning

UPC and OCR-A: An Assessment
Price Planning by Bookstores

Why Pricing Has Grown in Importance as a Marketing Variable

Pricing in the Perfume Industry

Pricing and the Product Life Cycle

Price Versus Nonprice Marketing Strategies

Price Elasticity of Demand: Implications for Marketers

The Meaning of Subjective Price to Consumers and Marketers

Horizontal and Vertical Price Fixing: An Assessment

A Critical Review of the Robinson-Patman Act

The Pros and Cons of Unit Pricing

Trends in Bait-and-Switch Advertising

Pricing Decisions and Channel Member Cooperation and Conflict

Pricing by Public Utilities

Price Wars in the Rental-Car Industry

The Impact of Costs on Marketing Strategies

Pricing in a Low-Inflation Economy

Penetration Versus Skimming Price Strategies

The Pricing Strategy of Rent-a-Wreck: An Assessment

The Pricing Strategy of Mercedes-Benz: An Assessment

The Value of the Multistage Approach to Pricing

A Comparison of Cost-Based, Demand-Based, and Competition-Based Price


Customary Versus Variable Pricing

A Critical Analysis of Flexible Pricing

The Price-Quality Association: Does It Really Exist?

The Positive and Negative Effects of Marketing on Society

Social Responsibility and Marketing

The Socioecological View of Marketing: An Assessment

The Pros and Cons of Recycling Beverage Containers

An Evaluation of Planned Obsolescence as a Marketing Tool

Ethics and Marketing

A Cost-Benefit Analysis of Social Responsibility

An Evaluation of the Impact of Consumerism

A Critical Review of Warranties

An Evaluation of the Consumer Product Safety Commission

Product Recall: Has It Been an Effective Means to Ensure Product Safety?

A Critical Review of the Proper Roles for Government Agencies, Consumer Groups,

Companies, and Trade Associations in Protecting Consumers

An Evaluation of Item Price Removal
The Complexities of International Marketing

Contrasting the Comparative Advantages of the U.S., Japan, Canada, Mexico,

and France

The Evolution of the U.S. Trade Deficit

Comparing the U.S., European, Latin American, and Asian Cultures: Implications

for Marketers

Standards of Living Around the World: Marketing Implications

Comparing Industrialized, Developing, and Less-Developed Countries:

Marketing Implications

Trade Restrictions: An Analysis and Examples of Tariffs, Trade Quotas,

Embargoes, and Local Content Laws

A Critical Review of GATT (General Agreement on Tariffs and Trade)

The Evolution of the European Community

An Evaluation of the Use of Joint Ventures

Globalization: A Concept Whose Time Has Not Yet Come?

Straight-Extension Versus Product-Adaptation Strategies in International


Trends in International Advertising

Currency Decisions in International Pricing

Marketing by Profit-Oriented and Nonprofit Hospitals

Service Versus Goods Marketing: Similarities and Differences

Trends in Service Marketing

The Marketing of Credit Cards

The Use of Marketing by Dentists

The Use of Marketing by H&R Block

Performance Standards and Measurement by Service Marketers

An Evaluation of General Motors' Mr. Goodwrench program

Trends in Social Marketing

The Role of Nonprofit Marketing

Nonprofit Marketing: Serving Clients and Donors

The Marketing of a Public University

The Marketing of the American Red Cross

Should Nonprofit Organizations Utilize Marketing Techniques?

A Marketing Controversy: Should Over-the-Counter Drugs in Capsule Form Be

Removed From the Market?

Reach and Frequency in Advertising

Advertising Clutter: What Causes It and How Can It Be Reduced?

Channel Member Conflicts Over Vertical Cooperative-Advertising Agreements

Trends in Publicity Strategies

The Procter & Gamble Corporate Logo Controversy: The Effects of Negative


How to Improve Publicity Efforts

Publicity and Coleco: From Cabbage Patch Dolls to Rambo Action Figures

Careers in Personal Selling

An Evaluation of the Buyer-Seller Dyad Under Various Selling Situations

The Interaction of Advertising and Personal Selling for IBM

The Role of a Sales Manager in a Small Industrial Products Firm

Order Takers Versus Order Getters

The Role of a Missionary Salesperson for Pharmaceutical Products

The Canned Sales Presentation Versus the Need-Satisfaction Approach

Trends in Sales Force Compensation

A Critical Review of Sales Promotion

Trends in Couponing

Trends in Point-of-Purchase Displays

Channel-Oriented Sales Promotion Strategies

Final Consumer-Oriented Sales Promotion Strategies

How to Integrate a Marketing Plan

An Evaluation of Quaker Oats' Organizational Mission and Marketing Strategy

An Evaluation of Gulf & Western's Changing Organizational Mission and

Marketing Strategy

Integrated Marketing Plans and Smaller Firms

Domino's Pizza: Assessing Competitive Advantages

Limited, Inc.: Analyzing Its Target Market Strategy

Cadillac: Developing an Updated Integrated Marketing Strategy

Strategic Planning at Dayton Hudson: An Assessment

Coca-Cola and Paramount: How to Integrate Marketing Efforts

Tonka: How to Sustain Growth in the Long Run

Warner Communications: Unstable Marketing Plans

Izod: From Rapid Growth to Rapid Decline

Are Pizza Hut and Kentucky Fried Chicken Compatible for PepsiCo?

A Critical Review of Marketing Cost Analysis

Popular Techniques Used in Sales Analysis

Applying the 80-20 Principle to a Variety of Organizations

How to Use Sales Exception Reporting

Trends in Marketing Audits

Horizontal Versus Vertical Marketing Audits

Applying the Marketing Audit to Timex

An Analysis of the Past, Present, and Future of Nike

Marketing Considerations in Anticipating and Planning for the Future

The Marketing Implications of Consumer Demographic Trends

The Marketing Implications of Consumer Life-Style Trends

The Impact of Competition in the Telecommunications on Marketing

Trends in Foreign Competition

The Role of Government in the Future and Its Effect on Marketers

Planning for the U.S. Economy of the Late 1980s and Early 1990s

Stagflation: Will It Return?

Trends in Video-Shopping Services

The Rise and Fall of Viewtron

Trends in Electronic Banking

Electronic Mail: Growth Is Not Yet Reaching Expectations

The Uncertainty of Resource Availability and Its Implications for Marketers

The Implications of Expanding Cable Television Services

A Critical Review of A Passion for Excellence

Trends in the Use of Portfolio Planning

Strategic Planning for Growth Product Categories

The Future of Discount Malls

The Pros and cons of Narrowcasting

Telemarketing Trends: An Assessment

Pricing in the Auto Industry Over the Next Decade

Thank you for choosing BA 3700, BASIC MARKETING WITH ME.

I have chosen Atomic Dog Publishing for our course text.
The following contains important information and utilities for you in ordering the text I have adopted. Note that students save by ordering directly from Atomic Dog. You may also choose to order the text from the UMSL or other bookstores.
Course: BA 3700 Basic Marketing


Marketing 10e: Marketing in the 21st Century

ISBN: 0759393257

Paperback + Online Edition: $67.95

Online Edition: $52.50


ATOMIC DOG Course Registration ID ensures that you are affiliated with the appropriate section of my course when registering at the their website.

ID # 0759393257

You can access a custom printout of direct purchasing instructions by clicking the link(s) below:

Section ref 10161:

Lindell Chew

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