Collaboration Warm-Up Exercise: Strategic Marketing

MKT 574 Module 1 Collaboration Warm-Up Exercise: Strategic
Marketing Basics
Slide 1
Title: Collaboration Warm-Up Exercise: Strategic Marketing
Slide 2
Title: Exercise Objective
Collaborate on basic marketing concepts and marketing strategies.
Slide 3
Title: Challenge
In this warm-up, you will practice collaboration skills while learning about basic
marketing concepts and marketing strategies. Then, you will use your own experiences
to reflect on marketing strategies.
Slide 4
Title: Marketing Basics – What it is and What it isn’t
As a field, marketing is often misconceived.
Marshall & Johnston (2019) outline six marketing misconceptions.
Misconception #1: Marketing is all about advertising.
• Reality: Yes, advertising is highly visible by its very nature, but it is not the only
way to market to a customer.
Misconception #2: Marketing is all about selling.
• Reality: Personal selling is another form of marketing communication, in addition
to advertising, as well as direct marketing, promotions, and other publicity.
Misconception #3: Marketing is all about the sizzle.
• Reality: Successful marketing strategies rely on sophisticated analysis, data, and
careful decision making.

Slide 5
Title: Marketing Basics – What it is and What it isn’t
Misconception #4: It is unethical and harmful to society.
• Unfortunately, there are examples of unethical practices across all business
sectors, and these occurrences are not unique, nor are they inherent to
marketing. Acting ethically is a best practice and should be upheld.
Misconception #5: Only marketers market.
• Every one of us has the capacity to practice marketing and is a set of skills that
can contribute to personal success in everyday life.
Misconception #6: It is just another cost center in a firm.
• Reality: Marketing should be considered an investment versus an expense.
Sound investment in marketing will reap rewards beyond the costs associated
with it; it should be an essential component of a firm’s competitive strategy.
Slide 6
Title: Marketing Mix (4Ps)
Marketing can be thought of as consisting of 4 key components known as the Marketing
Mix or 4Ps of Marketing.
The 4Ps of marketing are:
• Product
• Price
• Place
• Promotion
It is the mixture or combination of these “ingredients” that are used by one company to
gain the competitive advantage over other companies.
Download: 4Ps of Marketing Handout
Download link:

Slide 7
Title: Societal Marketing
In a nutshell, societal marketing involves marketing to the society as a whole. Viral
marketing is easily the most popular type of societal marketing.

Visit the AMA’s Types of Marketing (external link:
marketing-what-is-marketing/) to learn about the types of societal marketing:
• Influencer
• Relationship
• Viral
• Green
• Keyword
• Guerilla
Slide 8
Title: Value Proposition
You may have heard the term value proposition. When identifying the value
proposition of a product or service, ask the question, “What benefit does the product /
service bring to customers?”
A benefit is a type of utility that makes customers want a product / service.
Slide 9
Title: Customer Satisfaction
Customer satisfaction means keeping your customers happy with the products / services
offered by a company.
Customer loyalty and retention.
Companies aim to retain customers by keeping them happy. When customers are
happy, they will most likely stay loyal.
Customer switching occurs when customers are unhappy and change to another
company’s product / service. It is simple.
Slide 10
Title: Customer Satisfaction Practice
Discuss two reasons that drive customer satisfaction. In other words, why would a
customer stay with a brand or choose to leave a brand?
Slide 11
Title: Customer Satisfaction Practice

Price and quality are two reasons that would drive customer satisfaction. Customers
might switch from a brand if they find another comparable one with better quality and a
cheaper price.

Slide 12
Title: Marketing Planning – SWOT Analysis
When companies plan their marketing strategies, they begin by looking at their goals,
objectives, and then strategies.
SWOT analysis is a tool that helps companies assess themselves internally and
externally in the market.
When conducting a SWOT analysis, companies look at:
• (S)trengths (internal)
• (W)eaknesses (internal)
• (O)pportunities (external)
• (T)hreats (external)
Download: SWOT Analysis Template
Download link:
Slide 13
Title: Big M vs. Little M Marketing Strategies
When considering marketing strategies, companies consider:
• Big M,which are marketing strategies that drive the overall business.
• Little M, which are marketing strategies that are more tactical or operational.
Slide 14
Title: Marketing Strategies
Marketing strategies can be divided into:

• Market penetration, strategies which involve investing in existing customers and
existing products.
• Product development, strategies which involve creating new products for
existing customers.
• Market development, strategies which involve expanding the product line into
new markets.
• Diversification, strategies which involve developing new products and new
Slide 15
Title: Sustainability
Sustainability for a company involves doing well in the business while doing good for
A sustainable business doesn’t just follow a single bottom line – profit – but follows a
triple bottom line – people, planet, and profit.
Download: Triple Bottom Line Handout
Download link:

Slide 16
Title: Final Submission
Return to your course in Blackboard where you will write a reflective response
addressing the following questions:
As a marketing manager, how does a focus on sustainability inform your tasks and
activities? Pick a company / brand you are familiar with and give an example of how the
company has incorporated sustainable practices.

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