"Successful
Marketing Principles"
"Adapting
a Marketing Orientation"ot;ot;
by
W. Wayne Talarzyk, Ph.D.
Contents:
Seminar Summary:
Marketing is defined as finding a customer's need and filling that need.
Major emphasis is given to having a customer focus in the design and
presentation of goods or services and understanding how the marketing process
affects the entire enterprise. Participants study how to target the customer,
how to position their product or service to the customer, and how to create a
promotional plan to influence the customer.
About Our Author:
Dr. Wayne Talarzyk was President of Educational Marketing Associates, Inc., and Emeritus Professor of Marketing in the Max M. Fisher College of
Business at The Ohio State University.
His consulting, teaching, and research interests lay primarily in the areas of managerial marketing, retailing, promotional strategies, consumer
attitudes and lifestyles, and emerging communications technologies. His research was published in the Journal of Marketing Research,
Journal of Marketing, Journal of Retailing, Journal of Business Research, Journal of Consumer Affairs, Journal of Direct
Marketing, and other journals.
Dr. Talarzyk earned a Bachelor of Science degree in electrical engineering from Purdue University and worked as a flight test engineer with the
Atlas missile system at General Dynamics Corporation. He later returned to Purdue and received his Master’s Degree and Ph. D. in industrial
administration. While there he also served as an instructor in marketing management and financial management. Upon graduation he joined the
marketing faculty at Ohio State. In addition to his teaching and research activities, he served as Chairman of the marketing faculty and was the
first chair of the undergraduate programs in the Fisher College of Business. He received outstanding teaching and service awards from both Purdue
University and Ohio State. Dr. Talarzyk served as a consultant in the areas of strategic planning, marketing, and retailing strategies. He was a
frequent participant in executive seminars and continuing education programs. He authored or co-authored fifteen college textbooks, three research
monographs, and three professional manuals.
Course Syllabus:
- Module 1:
Developing a Philosophy of Marketing
Marketing Definitions
Three Types of Marketing
Ways of Serving Markets
Changing Eras of Emphasis
Marketing Myopia
- Module 2:
Understanding the Marketing Management Process
Steps in the Process
Research Explained
Segmentation-Targeting-Positioning
Marketing Mix
Implementation Control
A Model of Marketing
- Module 3:
Identifying Demand Opportunities and Building Value
Market Opportunities
Ways to Build Demand
Developing the Value Proposition
- Module 4:
Responding to Opportunities in Marketing
Challenging Change Strategies
Responding to E-Commerce
Winning Marketing Practices
- Module 5:
Bringing It All Together
Contrasting Approaches to Marketing
The Marketing Concept
Elements of the Marketing Plan
Two Key Questions for Marketers
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