Bus. Econ. 230 -- Marketing
J. Sell
Spring1998

Outline of Materials Covered prior to first Examination. Note: You should be able to discuss the following concepts clearly and completely without the use of notes and talk about why each is important to the study of Marketing. You should also be able to give examples of the concepts other than the ones given in class.

I. What is Marketing?

A. Marketing and Economics

B. A Definition of Marketing-- A human activity directed at satisfying wants through the exchange process.

1. Scarcity
2. "Wants" vs. "Needs"
3. Goods and Utility (various types)
4. Exchange as one form of human interaction.

C. Introduction to the "Marketing Mix

D. Marketing and other views of business activity.

II. The Marketing Environment

A. Microeconomic Environment

1. Competitive environment (various aspects)
2. Technological environment
3. Specific laws and regulations.

B. Macroeconomic Environment

1. The Business Cycle
2. Social/Cultural Environment
3. Political/Legal Environment

III. Marketing Management

A. Definition

B. Barriers to potential exchanges.

C. Universal Marketing Management Functions

IV. The Market Research Process

A. Market Research vs. Marketing Intelligence

B. The Goal of Market Research

C. Characteristics of Good Research

1. Validity and Reliability
2. Types of Research Errors

D. The Market Research Process

1. What is the Problem?
2. The Research Plan

a. Objectives
b. Types of Data
c. Data Gathering

1) Census or Sample
2) Sampling Plan
3)Sample Size
4) Probability and non-probability samples
5) Contact Methods

3. Gathering Data

a. Mechanical Methods
b. Questionnaires

1) Question Types
2) Question Content - 5 criteria

c. Experimental Research

4. Evaluating Data

a. Market Potential
b. Summarize Situation
c. Forecasting

 

Updated by Jws on 1 February 1998.