Course Introduction

Today's Objectives:

1. Introduce ourselves - learn names and faces, goals and aspirations

2. Syllabus

3. Classroom Technique

4. Teams and Group Work

5. Course Overview

6. Definitions

7. How has the Marketing Focus evolved?

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Text: Principles of Marketing - Philip Kotler and Gary Armstrong

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1. Self Introductions

· Name

· Class

· Brief background on interests, experience and goals in life

· Any prior marketing experience? In work, or in school?

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2. Review Syllabus

Syllabus

Schedule

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3. Discuss Classroom Technique

A combination of :

• Lecture

• In-Class Exercises

• Group Work - Case Studies, In-class, Homeworks

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4. Teams and Group Work

Importance of teams in real life. Sports, Business, Charitable Groups.

Marketing usually involves many facets of the organization, both internal and external: You will deal with R&D, Production, Distribution, Finance, Legal. You will deal with suppliers and customers.

You will be randomly assigned to a group of 4 people who you will be working with throughout the semester.

You and your group will be responsible for conducting at least 2 case studies in the Building Industry. You will work together to analyze a business marketing situation, write up your analysis and be prepared to present/discuss the cases in class. You will be graded as a group. You will also be given a chance to grade your team members individually.

In addition, you may be called upon, as a group, to conduct in-class exercises, or occasional homework assignments which will factor into the class participation portion of your grade.

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5. Course Overview

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6. Definitions

Sinclair begins with a discussion on the definitions of Marketing.

He concludes with the admonition "Don't Put Marketing in a Box"

"Marketing is used by nearly every individual, firm, and organization to persuade people to take an action or to develop a point of view."

 

What do we mean by Building Materials and Forest Products? (The other half of the course name.)

Specifically we will be focusing on on things made from trees (or, increasingly, the material which trees are made up of.)

Sinclair breaks down these products into three broad categories:

· Building Materials

· Pulp and Paper

· Hardwood Lumber and Secondary Products

See Slide.

We're also going to focus a little more on the CUSTOMER. Who are the customers for these products?

· General Consumer

· Homeowner

· Hobbyist/Woodworker

· Contractor

· Sub-contractor

· Corporate Builder

· Re-manufacturer

· Manufactuer

· Retailer

· Wholesaler

· Trader

· Sawmill

· etc.

The 4 P's of Marketing

 

 

 

Source: Marketing Management, Kotler, 5th Edition.

 

 

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7. Historically how has the Marketing focus and emphasis evolved?

· Product focus - Mass production - The notion that consumers will favor products that are available and highly affordable and that management should therefore focus on improving PRODUCTION and DISTRIBUTION efficiencies.

· Selling focus - Slick salesmen - consumers will not buy enough of the organization's products unless the organization undertakes a large-scale selling and promotional effort (Ex. encyclopedias, insurance, political candidates)

· Customer/Marketing focus - What is the best way to satisfy customer needs? - achieving organizational goals depends on determining the needs and wants of target markets and delivering the desired satisfactions more effectively and efficiently than competitors do.