Outcomes
Use appropriate
terminology to communicate with marketing specialists and others about
marketing concepts.
When I started the Marketing class, I took it like if I was about to start learning something that I already knew. My point of reference was TV commercials, traditional publicity, and promotions used by stores to attract customers. Even though, some of these topics were approached into the marketing concept, now, I have to admit that I fell short in my prediction about the class. This class has been a totally new experience. I think I learned the marketing concepts, and the strategies to penetrate the market, conquer customers’ values, and measure marketing achievements.
Before this class, I never thought that a simple statement of a company’s mission can deliver and capture customers’ values if it is well designed.
I learned in this topic, that a mission has to avoid “myopia” or focus on features, and product characteristics. In my own words, I could say that the mission is the vertebral column of the company whole structure, and the way they do business. Another concept that I am glad I learned in the class, is the related to the supply chain. Now, I understand the link between marketing, customers, and the relationships with stakeholders like suppliers, distributors, retailers, and wholesalers, and the public in general that form part of doing marketing.
Understand more clearly how marketing affects you as a consumer and how you influence marketing practices.
After taking this class, I understand better the relationship between marketing and customer. Now, I understand that the function of marketing is no longer to sale the product, and design the promotion campaign. I have learned, that selling and advertising is only a part of the whole marketing mix. Modern marketing is about delivering customers solution to their problems, instead of a product. Then, if the customer perceive valued added in those product, he or she will return to do business with the company, until building a strong and profitable relationship.
Identify and interpret changes in the environment which affect marketing activities.
Companies and marketer must be aware of changes in the environment. Marketers have to be aware of what is going on with the competition, suppliers, distributors, the public, customers, and aware the company is doing anything to provide the expected value added. For example, by paying attention to the public the company can understand if the product is satisfying people’s needs. A product that is dangerous for the society will awake organization’s interest for taking the product out of the market.
The company also must be aware of changes like demographics, economics, natural, technological, political, and cultural. I could see, in one of the marketing
lessons how Xerox lost control of its marketing environment. While, Xerox was busy looking for the perfect copy machine, competitors were turning Xerox’s industry to digital and using better technologies to satisfy customer’s needs. At the end, Xerox, reacted and tried to get on track, but mistakes like that are not easy to overcome.
Understand the costs and benefits of marketing on society and on those involved in the marketing process.
During the marketing analysis assignment, I learned that the new trend of doing business is throughout the incorporation of sustainable solutions. Companies are more aware of the environment and its effect on the society. Then, friendly environmental characteristics must be incorporated to the products, and to the manufacturing process. Before, companies preferred to transfer the cost to consumers, so they could keep the profitable level. Unfortunately, that cost not only involved high prices and bad products the expensive cost was the damage to the environment, and the chain of health problems to people. Fortunately, the marketing analysis to introduce Super-blue to the market helped me to understand the process, the strategies, the research, the cost, and the time companies, and marketing departments have to take in order to deliver customer satisfaction, and brand success.Understand how marketing interacts with and is interdependent with other functional areas within a company.
I understand that the role of marketing is to create value added to customers. In order to achieve customer’s value marketers must work to create a good environment within the company’s departments. A good marketing plan has to include the plan of other departments, such as executives, middle management, finance, research and development, sales departments, and employees at all level so they all work together to achieve the plan. I learned during this class about the service profit chain, and the marketing concept that it is incorporated to it. Under this concept, companies focus their attention on both their customers and their employees, taking as a based that an internal service quality would attract more customers, and provide the greatest service value.
Describe the role and contribution that marketing plays in organizations and society.
I discovered that marketing goes beyond sales and advertising. A good marketing structure can change people’s lives. I had the opportunity study M&M and the way the company Mars conquers the market. They invest hard in promotion, but also the company invests hard in building good relationships with people. Mars operates in a lot of countries, including Brazil, Mexico, Great Britain, China and many others. For example, in China Mars, has two manufacturing companies that provide jobs to thousands of people. It is amazing how a product and a well organize marketing strategy can connect people around the world.
Develop a good understanding of current marketing concepts, strategies and techniques.
I I am impress with the job of public relation. Marketers are taking advantage of this marketing tool. Public relations also aims to create interest in a person, product, idea, organization, or business establishment generally through the generation and placement of favorable stories in the news media such as newspapers, magazines, TV, radio, and lately Web sites, blogs, YouTube, Facebook, Twitter, and many more internet related social media are providing new and practical ways to reach and persuade people.
Understand how marketing decisions are made.
Modern marketing decisions are based on provide values added. I learned during the practicum, and the marketing assignment, that marketing decision should be supported by a comprehensive studies of the variables involve in the market, such as demographic, behavioral, income, geographic, and many other that indicate what segment would be more effective to target. Besides, these assignments thought me how to price, promote, place, and distribute the product by analyzing the marketing mix (4Ps). The decision also involve, good financial analysis, like break even points, and the analysis of variable and fix cost, and how to control if the return of investment goes for the right path. I think, all this knowledge will help me in the future to build my own business, or to good ideas to my future job.
Know how organizations search for new marketing opportunities and select target markets.
In my practicum assignment, I learned that a way to explore marketing opportunities is by going abroad. The global market could be a great opportunity for many companies. On way to try this would be through exporting. Companies can use this strategy by using intermediaries in the target country, since they have the expertise, and the risk would be less than trying direct exporting. But going global can be stressful for many companies if they do not analyze the country conditions like economic, culture, political environment, and many other barriers to enter such as tariff, quotas, currency, and many others.
In my marketing analysis, I learned that the cleaning product industry is not sensitive to population density, since, the expending behavior for this type of product was uniform within different U.S. regions. Also, the team learned that low and middle income families were in need of an environmental product effective for all surface areas, and affordable. To get all this information, the team used survey, research external sources in the internet; analyzing competitors prices, places, and distribution of their products. All these information was necessary to understand customers’ needs, and target these customers property.
Explain how the marketing mix elements are blended into a cohesive marketing program.
During the marketing analysis of Super-Blue, I realized about the importance of the marketing mix (4 Ps). When I was preparing the financial analysis section, I realized that I needed it information, from the marketing campaign, from the product manager, from product distribution, and the cost implicit in every TV commercial, the fix and variable costs, or to place the product in the discount store. In short, a financial analysis is not possible without the help of people or departments involved in the marketing mix strategy, in other words, the marketing mix is the whole company strategy.
Develop an understanding of the ethical and global issues facing people working in the marketing function.
The marketing activities face a great responsibility. After, studying the marketing concepts in this class, my position about advertising is that any benefits advertise for the product must be real, otherwise, ethical issues would destroy the brand credibility between customers. I personally, admire the way Procter and Gamble (P&G) do business. But in assignment three, I had the opportunity to analyze the way they advertised Pampers in poor countries like Nigeria. And my opinion was that their commercials were misleading customers by letting them think that the use of a Pamper diaper per day will improve children lives, when a U.S. source indicates that “newborns should be changed diapers every hour, and older babies every 3-4 hours, no matter what kind of diaper they are wearing” besides, the source suggests that a kid might need an estimate of 6,000 diapers in the first two years of life, this information was based on prices in San Francisco, California (realdiaperassociation.org). I believe, a company must keep its ethical standards no matter if doing business in poor or rich countries, at the end of the day, companies deal with people.
When I started the Marketing class, I took it like if I was about to start learning something that I already knew. My point of reference was TV commercials, traditional publicity, and promotions used by stores to attract customers. Even though, some of these topics were approached into the marketing concept, now, I have to admit that I fell short in my prediction about the class. This class has been a totally new experience. I think I learned the marketing concepts, and the strategies to penetrate the market, conquer customers’ values, and measure marketing achievements.
Before this class, I never thought that a simple statement of a company’s mission can deliver and capture customers’ values if it is well designed.
I learned in this topic, that a mission has to avoid “myopia” or focus on features, and product characteristics. In my own words, I could say that the mission is the vertebral column of the company whole structure, and the way they do business. Another concept that I am glad I learned in the class, is the related to the supply chain. Now, I understand the link between marketing, customers, and the relationships with stakeholders like suppliers, distributors, retailers, and wholesalers, and the public in general that form part of doing marketing.
Understand more clearly how marketing affects you as a consumer and how you influence marketing practices.
After taking this class, I understand better the relationship between marketing and customer. Now, I understand that the function of marketing is no longer to sale the product, and design the promotion campaign. I have learned, that selling and advertising is only a part of the whole marketing mix. Modern marketing is about delivering customers solution to their problems, instead of a product. Then, if the customer perceive valued added in those product, he or she will return to do business with the company, until building a strong and profitable relationship.
Identify and interpret changes in the environment which affect marketing activities.
Companies and marketer must be aware of changes in the environment. Marketers have to be aware of what is going on with the competition, suppliers, distributors, the public, customers, and aware the company is doing anything to provide the expected value added. For example, by paying attention to the public the company can understand if the product is satisfying people’s needs. A product that is dangerous for the society will awake organization’s interest for taking the product out of the market.
The company also must be aware of changes like demographics, economics, natural, technological, political, and cultural. I could see, in one of the marketing
lessons how Xerox lost control of its marketing environment. While, Xerox was busy looking for the perfect copy machine, competitors were turning Xerox’s industry to digital and using better technologies to satisfy customer’s needs. At the end, Xerox, reacted and tried to get on track, but mistakes like that are not easy to overcome.
Understand the costs and benefits of marketing on society and on those involved in the marketing process.
During the marketing analysis assignment, I learned that the new trend of doing business is throughout the incorporation of sustainable solutions. Companies are more aware of the environment and its effect on the society. Then, friendly environmental characteristics must be incorporated to the products, and to the manufacturing process. Before, companies preferred to transfer the cost to consumers, so they could keep the profitable level. Unfortunately, that cost not only involved high prices and bad products the expensive cost was the damage to the environment, and the chain of health problems to people. Fortunately, the marketing analysis to introduce Super-blue to the market helped me to understand the process, the strategies, the research, the cost, and the time companies, and marketing departments have to take in order to deliver customer satisfaction, and brand success.Understand how marketing interacts with and is interdependent with other functional areas within a company.
I understand that the role of marketing is to create value added to customers. In order to achieve customer’s value marketers must work to create a good environment within the company’s departments. A good marketing plan has to include the plan of other departments, such as executives, middle management, finance, research and development, sales departments, and employees at all level so they all work together to achieve the plan. I learned during this class about the service profit chain, and the marketing concept that it is incorporated to it. Under this concept, companies focus their attention on both their customers and their employees, taking as a based that an internal service quality would attract more customers, and provide the greatest service value.
Describe the role and contribution that marketing plays in organizations and society.
I discovered that marketing goes beyond sales and advertising. A good marketing structure can change people’s lives. I had the opportunity study M&M and the way the company Mars conquers the market. They invest hard in promotion, but also the company invests hard in building good relationships with people. Mars operates in a lot of countries, including Brazil, Mexico, Great Britain, China and many others. For example, in China Mars, has two manufacturing companies that provide jobs to thousands of people. It is amazing how a product and a well organize marketing strategy can connect people around the world.
Develop a good understanding of current marketing concepts, strategies and techniques.
I I am impress with the job of public relation. Marketers are taking advantage of this marketing tool. Public relations also aims to create interest in a person, product, idea, organization, or business establishment generally through the generation and placement of favorable stories in the news media such as newspapers, magazines, TV, radio, and lately Web sites, blogs, YouTube, Facebook, Twitter, and many more internet related social media are providing new and practical ways to reach and persuade people.
Understand how marketing decisions are made.
Modern marketing decisions are based on provide values added. I learned during the practicum, and the marketing assignment, that marketing decision should be supported by a comprehensive studies of the variables involve in the market, such as demographic, behavioral, income, geographic, and many other that indicate what segment would be more effective to target. Besides, these assignments thought me how to price, promote, place, and distribute the product by analyzing the marketing mix (4Ps). The decision also involve, good financial analysis, like break even points, and the analysis of variable and fix cost, and how to control if the return of investment goes for the right path. I think, all this knowledge will help me in the future to build my own business, or to good ideas to my future job.
Know how organizations search for new marketing opportunities and select target markets.
In my practicum assignment, I learned that a way to explore marketing opportunities is by going abroad. The global market could be a great opportunity for many companies. On way to try this would be through exporting. Companies can use this strategy by using intermediaries in the target country, since they have the expertise, and the risk would be less than trying direct exporting. But going global can be stressful for many companies if they do not analyze the country conditions like economic, culture, political environment, and many other barriers to enter such as tariff, quotas, currency, and many others.
In my marketing analysis, I learned that the cleaning product industry is not sensitive to population density, since, the expending behavior for this type of product was uniform within different U.S. regions. Also, the team learned that low and middle income families were in need of an environmental product effective for all surface areas, and affordable. To get all this information, the team used survey, research external sources in the internet; analyzing competitors prices, places, and distribution of their products. All these information was necessary to understand customers’ needs, and target these customers property.
Explain how the marketing mix elements are blended into a cohesive marketing program.
During the marketing analysis of Super-Blue, I realized about the importance of the marketing mix (4 Ps). When I was preparing the financial analysis section, I realized that I needed it information, from the marketing campaign, from the product manager, from product distribution, and the cost implicit in every TV commercial, the fix and variable costs, or to place the product in the discount store. In short, a financial analysis is not possible without the help of people or departments involved in the marketing mix strategy, in other words, the marketing mix is the whole company strategy.
Develop an understanding of the ethical and global issues facing people working in the marketing function.
The marketing activities face a great responsibility. After, studying the marketing concepts in this class, my position about advertising is that any benefits advertise for the product must be real, otherwise, ethical issues would destroy the brand credibility between customers. I personally, admire the way Procter and Gamble (P&G) do business. But in assignment three, I had the opportunity to analyze the way they advertised Pampers in poor countries like Nigeria. And my opinion was that their commercials were misleading customers by letting them think that the use of a Pamper diaper per day will improve children lives, when a U.S. source indicates that “newborns should be changed diapers every hour, and older babies every 3-4 hours, no matter what kind of diaper they are wearing” besides, the source suggests that a kid might need an estimate of 6,000 diapers in the first two years of life, this information was based on prices in San Francisco, California (realdiaperassociation.org). I believe, a company must keep its ethical standards no matter if doing business in poor or rich countries, at the end of the day, companies deal with people.