New User Special Price Expires in

Let's log you in.

Sign in with Facebook


Don't have a StudySoup account? Create one here!


Create a StudySoup account

Be part of our community, it's free to join!

Sign up with Facebook


Create your account
By creating an account you agree to StudySoup's terms and conditions and privacy policy

Already have a StudySoup account? Login here

Marketing 301: BOOK NOTES

by: Natalie Land

Marketing 301: BOOK NOTES MKT 301

Marketplace > University of Miami > Marketing > MKT 301 > Marketing 301 BOOK NOTES
Natalie Land
GPA 4.0

Preview These Notes for FREE

Get a free preview of these Notes, just enter your email below.

Unlock Preview
Unlock Preview

Preview these materials now for free

Why put in your email? Get access to more of this material and other relevant free materials for your school

View Preview

About this Document

here are detailed book notes outside from what he says in class, its detailed and its for chapter 1 marketing :D
Howard Marmostein
Class Notes
MKT, Marketing, 301
25 ?




Popular in Marketing

Popular in Marketing

This 3 page Class Notes was uploaded by Natalie Land on Sunday January 24, 2016. The Class Notes belongs to MKT 301 at University of Miami taught by Howard Marmostein in Summer 2015. Since its upload, it has received 58 views. For similar materials see Marketing in Marketing at University of Miami.


Reviews for Marketing 301: BOOK NOTES


Report this Material


What is Karma?


Karma is the currency of StudySoup.

You can buy or earn more Karma at anytime and redeem it for class notes, study guides, flashcards, and more!

Date Created: 01/24/16
Chapter  1  BOOK  NOTES:  Overview  of  Marketing       •   Introduction  to  the  chapter     o   Marketing  of  Starbucks     §   CEO  said  there  is  a  lot  to  do   §   Starbucks  is  located  in  the  United  States  and  in  Europe,  stores  are  easy  to   find  and  locate     §   Competition:  McDonalds  and  dunkin  donuts  but  dunkin  is  in  the  east  and   Starbucks  more  in  the  west     §   Decided  to  add  teas,  and  dairy  products     §   My  Starbucks  idea  site  was  also  added       •   What  is  Marketing     o   Agreeing  to  do  the  dishes  in  exchange  for  coffee,  filling  a  car  with  gas:  all  of   these  you  are  acting  as  the  buyer  making  a  decision  about  where  or  not  to  use   your  time  and  money  for  the  product  or  service     o   When  you  sell  your  clothing  you  are  the  seller     •   Marketing:  activity,  set  of  institutions  and  processes  for  creating,  capturing,   communicating,  delivering,  and  exchanging  offerings  that  have  value  for  customers,   clients,  partners,  and  society  at  large     •   Marketing  plan:  specifies  activities  for  specific  period  of  time     o   Broken  into:  how  product  is  conceived,  cost,  and  where  and  how  is  it  promoted   etc     •   Market  place:  world  of  trade     •   Soft  drinks  is  an  example  of  marketing  plan:  you  have  drinks  for  men,  drinks  for  calorie   conscious  women     •   Marketers  cant  sell  to  everyone,  they  have  to  find  potential  customers:  interest  and   ability  to  buy  it     •   Exchange:  trade  of  things  of  value  between  buyer  and  seller  so  each  one  is  better  as  a   result     •   Marketing  requires  product,  price,  place,  promotion  decisions     •   Marketing  mix:  the  four  ps:  product,  price,  place,  promotion   •   Product:  creating  value:  fundamental  purpose  of  marketing  is  to  create  value  by   developing  a  variety  of  offerings  including  goods  or  services     o   Variety  of  options,     o   Goods:  items  you  can  physically  touch:  nike  shoes,  coca  cola     §   Nike  makes  shoes  but  adds  value  by  allowing  customers  to  make  there   own  nike  shoes,  etc     o   Services:  intangible  customer  benefits  cant  be  separated  from  produce,  your   paying  for  the  experience  not  the  actual  ticket     §   Service  plus  good=  ideal  marketing     •   Ie:  optical  service  eyes  tested  and  contact  lenses  as  good     •   Ideas:  can  also  be  marketed:  thoughts,  philosophies,  like  riding  a  bike  safely  can  be   marketed     •   Price:  capturing  value:  everything  the  buyer  gives  up:  doesn’t  have  to  be  money   •   Place;  delivering  the  value:  activities  necessary  to  get  products  right  customer,  when   customer  wants  it     •   Place  deals  with     o   Supply  chain  management:  set  of  approaches  and  techniques  that  firms  employ   to  integrate  suppliers  manufacturing  warehouses  etc,  into  a  seamless  value   chain     •   Promotion:  marketers  must  communication  value  to  customers,  informs,  persuads  and   reminds  buyers  about  product     o   Can  enhance  value     •   Marketing  by  Individual  and  Organizations   •   B2C:  businesses  sale  to  consumers,  B2B  :  from  business  to  another,  C2C:  consumer  to   consumer     •   Individual  can  market  themselves:  if  applying  a  job  with  resume     •   marketing  affects  stakeholders:  can  affect  supply  holders  and  chains  at  large     •   manufacturers  sell  to  retailers  but  retailers  have  to  be  convinced  to  be  sold  to     •   marketing  helps  create  value   th •   marketing’s  history:  product  oriented  era:  20  century  concerned  with  product   innovation,  not  consumer  needs     •   sales  oriented  era:  1920  and  1950  depended  a  lot  on  personal  selling  and  advertising  as   a  result  of  manufacturing  too  much  of  a  product     •   market  oriented  era:  started  to  focus  on  what  consumers  wanted  and  needed  before   designing,  here  firms  discovered  marketing     •   value  based  marketing  era:  had  to  give  greater  value  than  competitors  did  value:   relationship  of  benefits  to  costs,  what  you  get  from  what  you  give     •   how  do  marketing  firms  become  more  value  driven?   o   Share  information  about  customers  and  comp  across  organization   o   Balance  between  customer’s  benefits  and  costs     o   Relationship  with  customer     o   New  technology  and  connect  with  social  mobile  media     •   Sharing  information:  marketers  share  information  about  customers  and  competitors   and  integrate  it  across  firm’s  department     •   Balancing  benefits  with  costs:  available  customers’  data  to  find  opportunities  to  satisfy   their  customer’s  needs  better,  keep  costs  down  and  develop  loyalty     •   Relationship  with  customer:  relational  orientation:  think  interns  of  relationships  rather   than  transactions     •   Customer  relationship  management:  business  philosophy  and  set  of  strategies,   programs,  and  systems  that  focus  on  identifying  and  building  loyalty  among  firms  most   valued  customers     •   Connecting  using  social  and  mobile  media:  only  ten  percent  uses  facebook     •      


Buy Material

Are you sure you want to buy this material for

25 Karma

Buy Material

BOOM! Enjoy Your Free Notes!

We've added these Notes to your profile, click here to view them now.


You're already Subscribed!

Looks like you've already subscribed to StudySoup, you won't need to purchase another subscription to get this material. To access this material simply click 'View Full Document'

Why people love StudySoup

Jim McGreen Ohio University

"Knowing I can count on the Elite Notetaker in my class allows me to focus on what the professor is saying instead of just scribbling notes the whole time and falling behind."

Allison Fischer University of Alabama

"I signed up to be an Elite Notetaker with 2 of my sorority sisters this semester. We just posted our notes weekly and were each making over $600 per month. I LOVE StudySoup!"

Bentley McCaw University of Florida

"I was shooting for a perfect 4.0 GPA this semester. Having StudySoup as a study aid was critical to helping me achieve my goal...and I nailed it!"


"Their 'Elite Notetakers' are making over $1,200/month in sales by creating high quality content that helps their classmates in a time of need."

Become an Elite Notetaker and start selling your notes online!

Refund Policy


All subscriptions to StudySoup are paid in full at the time of subscribing. To change your credit card information or to cancel your subscription, go to "Edit Settings". All credit card information will be available there. If you should decide to cancel your subscription, it will continue to be valid until the next payment period, as all payments for the current period were made in advance. For special circumstances, please email


StudySoup has more than 1 million course-specific study resources to help students study smarter. If you’re having trouble finding what you’re looking for, our customer support team can help you find what you need! Feel free to contact them here:

Recurring Subscriptions: If you have canceled your recurring subscription on the day of renewal and have not downloaded any documents, you may request a refund by submitting an email to

Satisfaction Guarantee: If you’re not satisfied with your subscription, you can contact us for further help. Contact must be made within 3 business days of your subscription purchase and your refund request will be subject for review.

Please Note: Refunds can never be provided more than 30 days after the initial purchase date regardless of your activity on the site.