Marketing 210
Principles of Marketing
(Regular 15 Week Term: In-Class lectures, midterms and exams
with Web Delivered Assignments and Simulation)
All Class Sections for Spring 2013 (as of May 3)
Dr. Ted Mitchell (theodorem@unr.edu or phone 356-6234). AB 310, Before and after class or by appointment
Dr. Howard Olsen (howard@m3planning.com or by appointment
Cyndi Cai (cyndi_cai@yahoo.com) and TUESDAYS 4:00-5:00 room AB 402

If you wish to check your answers on previous exams please contact us immediately after the scantrons are returned.
The week before the next test is too late. With 340 students in this class it is unreasonable to assume that faculty will be available on demand in the week before each test. In all your e-mail please include your full name, course and section number, industry and team number. (We have over 340 students and we don't want to miss anybody)

Times and Room
all Sections Meet in room DMS 110 from 4:00 to 5:15 Monday and Wednesday afternoons

1) A Page For Schedule and Simulation Updates: Update Page .
This page provides updates and new information. The course outline and information for the student is updated with news and hints. All students are expected to check the update page for any newly posted information.

Game 3 Results are posted (Game 3)

Answers for Special POINTS Questions: (for Wednesday March 27 to Wednesday April 3 only)(answers for tough questions)

Instructions for Student Registration for the New Shoes Simulation Game
1. go to http://www.interpretive.com/students
2. you will see fields to enter your User ID/password OR enter your Course ID
3. if coming to the site for the first time, you will need to enter the Course ID for your class in the indicated field and click "Start" to begin the self-registration process The Course Code for MKT 210 is UNR13033
4. you will then be given a form to fill out (name and email), which will then generate a User ID/password for you and allow you to login (you should also receive an email with your User ID/password)
5. once you have logged in, please click the "Register for the Simulation" link under Getting Started to register for the simulation
6. you will have the option to enter an Access Code (if you purchased the code or bundled textbook from the bookstore) or click "Continue" to purchase the simulation using a credit card/PayPal
7. once you have created an account, you will use your User ID/password to login to your account in the future (please only create an account with the Course ID once)

Please contact the help desk at: support@interpretive.com if you need any further assistance.

Note: Students should only enter the course code and fill out their information once. After using the Course Code once for the initial information, they should log in with the user ID and password they receive, NOT the Course Code. If they don't receive an email with their user ID and password after registering, they can contact the support staff at support@interpretive.com

All students must have submitted payment for the simulation by midnight Wednesday Feb 6. The first decision for the game is Monday Feb 11. It is NOT sufficient to get an i.d. and password to play the simulation. You will NOT be assigned to a firm/industry until Interpretive Simulations receives your payment for the game by Wednesday Feb 6. If you are not assigned to a firm, then you lose 5 points. You can not be given a firm until the practice game is over and before it is reset for a new game. Once a new game has been started, then new students can not be added to the game. Every student will have his or her own firm and will compete in an industry against 7 to 9 other firms managed by other students in the class.

Remember if you have any difficulties accessing or using game, then email the help desk at support@interpretive.com
Do not contact me if you are having a problem inputting your decisions into the simulation site, I do not have access to the sever.

Jump down to the General Course Outline
Jump down to Week 1.
Jump down to First Midterm.
Jump down to the Second Midterm.
Jump down to Third Midterm.
Jump down to Fourth Midterm.

General Course Outline

NOTE: the address for this web site is http:// www.prospectlearning.com/210/index.html

All students are expected to have an e-mail address and access to the World Wide Web because
1) Students are expected to check the web site before class for the latest lecture notes and slides.
2) Review problems and notes will be found on the web site.
3) A marketing simulation is a major component of this course and Students should
Check the web site http://www.interpretive.com/student for results of your decisions at www.Interpretive.com

Requirements:

To participate in this common course material a student must have an e-mail address, a modern browser, and a reliable Internet connection.

Objectives of The Course

The MKT 210 course is designed to help students identify and understand the basic concepts used by marketing managers and the issues involved in the application of these concepts. The general goal is to have students learn the nature of some key marketing terms, problems, and the basic methods managers use to solve these problems. Students who wish to master the principle concepts in marketing are required to master approximately a dozen major marketing models and paradigms, ten major processes, forty-five typologies, set of attributes and continuums, and a glossary of approximately 270 terms and definitions. These principles are the scales that one must learn in order to play the music of management. A person does not need to play an instrument to participate in music appreciation, but one needs to know more than how to play a radio if one wants to play in an orchestra. There are many people who have learned to do management without taking courses in marketing just as there are many people who can make noise and play radios. If one wants to do what marketing managers do and at the same time understand why they do it, then one needs to master the common principles of marketing.

Every modern manager must feel comfortable answering daily e-mail and having his or her thoughts made public on the Internet. It goes without saying that the Internet and the World Wide Web play a major role in this component of the course. The course requires that students actively participate using the Internet. The students should complete the assignment before they can take the examinations. There is a Web based Marketing Simulation Game that requires a weekly decision.

A major component of the learning in this course occurs on-line using web assignments and a marketing simulation game. Every student can have control over a virtual company selling shoes to various market segments. The New Shoes Simulation is designed to help students apply the analysis and evaluation tools learned in class to a realistic management situation. To be entered into the list of firms, all 210 students must get an i.d. and password from the Interpretive web site. With the i.d. and the password, the student can log on to the site at Interpretive Simulations and pay for the simulation game.

All students are expected to have a valid e-mail address and access to the World Wide Web. Review problems and notes will be found on the Web.

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Required Texts:
1) Principles of Marketing Management, Compiled by Ted Mitchell, McGrawHill Learning Solutions, 2012
2) Student manual for the New Shoes Simulation Game
All students are required to sign up to be players in the New Shoes Simulation Game. Students are expected to read the student player manual. The simulation game can be accessed at New Shoes Simulation
3) No Cell phones are allowed in class or exams, You will want more than a simple 4 function calculator. You will need a calculator then can solve power functions such as: Quantity sold = 120,0000.8 = 11,570 shirts sold

Grading For Course:

Percentage of Points Needed For Letter Grades

 A = 85 - 100%  B+ = 77 - 79%  C+ = 67 - 69%  D+ = 57 - 59%
 A- = 80 - 84%  B = 74 - 76%  C = 64 - 66%  D = 54 - 56%
 F = 0- 49%  B- = 70 - 73%  C- = 60 - 63%  D- = 50 - 53%

Grade Allocation
The university does not allow e-mail posting of grades due to security concerns.
With large numbers of students it is NOT possible for the faculty to calculate partial grades
or individualized grades to-date for the student. Students must pick up the results of the tests

Game 1: New Shoes Marketing Simulation Practice (Signed up successfully) 5 points
Game 2: New Shoes Marketing Simulation Maximizing Cumulative Profit.
Results of Game 2 (list by firms and Industry id)
 35 points
Game 3: New Shoes Marketing Simulation Maximizing Cumulative Profit.
Need Help in the New Shoes Game? Contact the Consultants set up to help firms with your designation. A, B, C. etc.
Game 3 Results are posted (Game 3)
 45 points

 NOTE: 90 points are tied to the simulation game. It is worth a serious amount of the student's time.

  
Midterm #1 on Chapters 1, 2, selected parts of 13, and definitions and limits in new shoes simulation manual 25 points
Midterm #2 on Chapters 1, 2, 3, 4, 5, 6, selected parts of 13, definitions and limits in new shoes simulation manual 25 points
Midterm #3 on Chapters 5, 6, 7, 8, and parts of 13 25 points
Midterm #4 (last day of class)  on chapters 5, 6, 9, 10, 11, 12, and 13 25 points
Special in-class assignments and participation 15 points
TOTAL Available Points 200 points

Important Dates for MKT 210 in Spring 2013

 

Calculating your points:
 If you score 92% on a midterm exam, then you receive 92% of the available points.
That is to say, you get 0.92 x 25 = 23 points for that midterm term.
If you complete 70% 0f the special in-class assignments and participation, then you receive 70% of the 15 points available for in-class assignments. That is to say, you receive 10.5 of the 15 points.
For a more complete example click here

Make-up Exams will be available for students participating in University Athletics or with medical reason or a doctor's note for missing a scheduled midterm. The University does not consider weddings, graduations, birthdays, etc. as valid reasons for missing any test or class. The make-up exam must be completed within 7 days of the scheduled exam. Make-up exams may have essay questions as well as multiple choice questions. The final make-up test will be held at the exam times reserved for the class in the final exam week.

Many of the Lecture Notes, etc. are PowerPoint slides saved as pdf files. If you do not have Adobe Acrobat Reader , it can be downloaded free from the following:
Acrobat Reader For Windows
Acrobat Reader For Macintosh.

Basic Course Outline with Topics and Notes for Each Week

(NS Slides) Awareness to Purchase with Adv and Consumer promotion in the simulation
Week 1 Jan 21 Martin Luther King Day

No Class
Week 1
Jan 23,

Discussion of MKT 210 Course Outline and schedule
Introduction to Principles of Marketing Management
Marketing Today: Chapter 1
Misconception and the Marketing Concept (Slides)
Calculating A Grade before the Course is Over (Slides)
Sign Up for the New Shoe Simulation Game. Email Interpretive.com and get your i.d.and password for the New Shoes Simulation Game, These are needed to register and pay for access to the simulation at Interpretive.com
   

Week 2,
Jan 28

Finish Chapter 1 and Introduce Chapter 2
The Four P's and small m of Marketing (slides)Strategic Marketing and the Marketing Plan Chapter 2
Elements of Marketing Strategy and Planning, Chapter 2 (notes)
Portfolio BCG, SWOT, Growth in Product-Market Combinations (Slides) Decision #1 in the New Shoe Simulation Game will start on Monday Feb 11. All students in the course must be signed up by midnight Wednesday Feb 6.

Week 2
Jan 30
Sign Up for the New Shoe Simulation Game at Interpretive.com You must be a paid up member of a team to receive points for participating in the simulation.

 Basics Marketing Metrics Chapter 13 pps. 336-344
Discussion of Consumer survey and the Price Discounts (Slides)
Definitions of Marketing Metrics and Practice Problems: this chapter provides definitions of marketing terms and ratios drawn from a basic operating statement. Students will want a firm grasp of these performance measures and will need to know them in order to do well on the exams and in the simulation game.
Preview of the Key Definitions in the Operating Statement (Notes)

Basic Income Statement (Slides)
Breakeven Price, BEP
Retrun on Sales, ROS
Types of Costs, Variable, Fixed (Slides)
Learning Curve
Marketing Expenses
Marketing Overhead

Download and start reading pdf copy of student handbook for the simulation games Student manual for New Shoes
It is crucial that students be able to read an income statement (aka operating statement) to play the new shoes game.Most of the accounting and mathematics that you need to play the game well are in the student manual.
The First Decision in Game 1 (Practice Game) will happen in week 2.
Remember: You get points for successfully signing up, paying for the game and making the first decision. Once a game has started there is no opportunity to add new firms or new players.
   
Week 3 Feb 4
All Students must be paid up by Midnight Wednesday, Feb 6
 CLASS PARTICIPATION POINTS: (for Monday Feb 4 only)
If you wish to Review Answers to Income Statement questions
Introduction to the New Shoes simulation (slides)
What we hope to learn from New Shoes (slides)
Product Life Cycle, Chapter 3 (Notes)
Product Life Cycle PLC ( Slides)
Read the New Shoes market descriptions
Week 3 Feb 6

Reviewing types of Decisions Made in the New Shoes Game
Using the PLC (Chapter 4) for Forecasting
Defintion of Markup, Gross Return on Sales, Net Return on Sales
   
 Week 4
Feb 11

Reviewing Questions for the Midterm #1
Make the First Decision in the Practice Game (game #1) by midnight
Week 4
Feb 13*********Midterm #1
Drawn from Chapters 1 & 2
 Parts 1, 2, 3, of Chapter 13
in Part 4, markup on cost, markup on price and converting markup on cost to markup on price
There are some questions on the upper limits of decisions and key variables in the New Shoes game.
Questions to test understanding of the basic income statement and types of costs used in the game

A key objective of this course is to have students read the text.
Problems and definitions about the income statement are drawn from Chapter 13
Sample Multiple Choice Questions Ch1. and Ch2
Math and Income Statement Review Problems from Chapter 13
NS for Game 2 and Starting Decisions (Slides)
Profit-and-Loss or Income Statement for New Shoes Slides
Make the Second Decision in the Practice Game (game #1) by midnight
Remember: You need to buy market research information to learn what the average decision was in last period. How to get an average grade for the simulation? .... Predict and make average decisions. You need market research to find out what the average decisions are.
   
Week 5
Feb 18 President's Day

NO CLASS

Week 5
Feb 20

Segmentation, Targeting and Positioning, (notes on chapter 4)
Segmentation (Slides)
New Shoes Segments Chapter 4
Make Decision #1 in Game #2 by midnight
Hints on first decision (slides)
   
Week 6 Feb 25

PricingManagement
Preview Notes on 70 Basic Statements students will learn about pricing (Notes)
Make Decision #2 in Game #2
Week 6 Feb 27 Marketing Metrics and Mathematics,Chapter 13, part 4,
Appendix for Pricing Chapters (notes on three approaches to setting a price with 35 potential exam questions)
Markup on Cost and Markup (Retailer) Pricing (Slides)
Converting Markup on Cost to Markup on Price
Breakeven Analysis pps. 120-121
Chapter 13 Breakeven Analysis (Slides)
Breakeven Revenue (BER) Part 4 of ch 13
Breakeven Quantity (BEQ) Part 4 of ch 13 and Chapter 5
Breakeven Price (BEP) or average cost Part 4 of ch 13
Make Decision #3 in Game #2 by midnight
   
Week 7 March 4

 The 5 C's of Pricing Management (see Chapter 5)
\Cost Plus "Profit" Pricing (see Chapter 6)
Tactics of Discounts and Allowance ( see chapter 6)
the Virtues of Cost Based Pricing (Slides)
Should be able to answer the first 12 potential questions (slides)
13 Basic Pricing Questions with detailed notes on where the basic equations come from and the assumptions behing each equation (Notes)
Make Decision #4 in Game #2 by midnight

Week 7 March 6

Chapter 5
Elasticity of demand or the Sensitivity of Markets to Price Changes (Slides)
(For a more indepth discussion of elasticity see chapter 20, p508)

Make Decision #5 in Game #2 by midnight

   
Week 8 March 11

Strategic Pricing Chapters 6
Chapter 6 (Notes)
Demand based pricing with Domestic demand example (slides)
Perceived Value Pricing (Slides)
Review basic performance metrics such as Markup (slides) and ROS (Note)
Pricing Tactics and Discounts
Make Decision #6 in Game #2 by midnight Remember: The game will advance for two more periods after you make your last decision and will use your last decisions, Decision #7, as the default decisions. This ensures that product development strategies come to completion and reduces end-play.

Week 8 March 13
Midterm # 2
Review Questions on PLC. chpt 3
Review Questions on Segmentation ch 4
Review Questions on Pricing. ch 5 & 6
math review for Midterm 2
Review the New Appendix for chapter 6 (notes on three approaches to setting a price with 35 potential exam questions)

Midterm #2 on Chapters 1, 2, 3, 4, 5, 6, the new appendix for chapter 6 and parts 1,2,3,4 of Chapter 13
Sample exam questions on Chapter 4 ( note)
Sample exam questions on Chapters 5 and 6 (note)
Questions on the upper and lower bounds in the New Shoes Game.
This closed book test is built from multiple choice questions.
New Results of Game 2 (list by firms and Industry id)
   
Week 9 March 18 Spring Break No Classes

Week 9 March 20

Spring Break No Classes
   

Preparing For the Third Game: Read the market descriptions again. Research will tell you the averages but the market descriptions provide the clues for choosing to be above or below the average.You have been asked to bid on a contract providing shoes to a large retail store. They will do all the marketing. The only cost to you is making the shoes. You have to estimate what the cost of making each pair of shoes will drop to and bid as low as you think is profitable. For example, if you believe the cost of shoes will be $30 a pair in period 4,, then you might bid $31 and make a profit of $1 per shoe if you win the bid. If you don't win the bid it costs you nothing to have tried.
Game 3 Starts: Remember the Goal is to maximize cumulative profits
   

Week 10 March 25

Introduce Chapter 7 on Product Management. Chapter 7 (Notes)
Customer Evaluation of Product Characteristics for customer satisfaction and market share, Brand Switching, Dual Users
Game 3 Product Life Cycles (slides)
What is a product? (slides)
Make Decision #1 in Game #3 by midnight
Remember the Goal is to maximize cumulative profit.

Week 10 March 27
New Special POINTS added to the scantron results from the second midterm: (answers for tough questions)All of these questions should be on the next exam (Midterm #3)

Chapter 7 Branding (slides)
Review of Customer based pricing using the expectancy value model (slides)
Make Decision #2 in Game #3 by midnight
   
Week 11 April 1

Introduce Supply Chain and Channels, Chapter 8 (chapter notes)
Channel Markups (Slides)
Make Decision #3 in Game #3 by midnight

Week 11 April 3

Review of Topics in Chapters 5, 6, 7, 8
Make Decision #4 in Game #3 by midnight
   

Week 12 April 8***** Midterm #3
 Focus on Chapters 5, 6, 7
and Chapter 13, parts 1, 2, 3, 4, 5 and 6

 Review Questions on Pricing. Ch 5 & 6
Review Questions on Product Management Ch 7
Review Questions on Supply Chain and Channel Management, Ch 8
(answers for tough questions)
Make Decision #5 in Game #3 by midnight

Week 12 April 10

Introduction to Integrated Marketing Communications Chapter 9, (notes)
Review the components of IMC (slides)
Review the AIDA and CAB Model (slides)
 Make Decision #6 in Game #3 by midnight
   
 Week 13 April 15 Finish IMC Chapter 9
Game 3 Decision #7, New Shoe Simulation Game will advance midnight.
Week 13 April 17

Introduction to Advertising Sales Promotions Chapter 10 (Notes)
New Advertising Exposures and Gross Rating Points (Slides)
Game 3 Decision #8

 
Week 14 April 22
 survey on the New Shoes Simulation used in this course. Available from April 22 to Midnight April 25		 Make Personal Selling and Sales management Chapter 11 (Notes)
NewSales Management (slides)
(NS Slides) Response to Sales Force and Marginal Rates vs. Average RatesDecision #9 in Game #3 by midnight
Week 14 April 24 Consumer Behavior (Notes)
Game 3 Decision #10
   
Week 15 April 29 Game 3 Decision #11

Week 15 May 1

ROME and IMC (The problem on page 244-245) (slides)
(NS Slides) Using Advertising as a Percentage of Sales for efficiency and budgeting
(NS Slides) the probability of purchase through buying model
(Slides) How the total Push and Pull Budget will increase sales BUT can reduce Profit.
(NS Slides) The amount to spend on dealer or channel promotions in New Shoes.
Chapter 13 parts 7 and 8
Final Math Review (Markup) (Breakeven) (Cost-plus pricing)
Game 3 Decision #12
Remember: The game will advance for two more periods after you make your last decision and will use your last decisions, Decision #12, as the default decisions. This ensures that product development strategies come to completion and reduces end-play.
   

Week 16 May 6
************* Midterm #4
Game 3 Results are posted (Game 3)

 

 Test #4 is based on chapters 5, 6, 9, 10, 11, 12, and 13,
The most important chapters are 9, 10, and 11
Review Questions on Pricing. ch 5 & 6
Review Question on IMC, (Note)
Review Question on Advertising, (Note)
Review Question on Selling and Sales Management, (Note)
Review Question on Consumer Behavior, Chapter 12 (Note)
Review Questions on Ch 13 Marketing Math Review (Notes)
 A review of the mini-case type problems is appropriate because questions on Markup, ROS and ROME will be on the exam
Week 15 May 8 Prep Day NO Classes
   

There is no final exam. The scheduled exam period is the day for doing a makeup exam for people who missed the final for legitimate reasons.
Remember: This starts at 2:45 pm on Monday May 13 is makeup final exam in room DMS 110 for students with legitimate reasons for missing the final and with a written permissiom note from Prof. Mitchell


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