"Successful Marketing Principles"
"Adapting a Marketing Orientation"ot;ot;
W. Wayne Talarzyk, Ph.D.


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
      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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