PRINCIPLES OF MARKETING MANAGEMENT (IBM 301)
Cal Poly Pomona
College of Business A
1:00 Tuesday/Thursday; 11:30
Bldg. #94, Room 223; Phone:
2438; fax: (909) 869
15th edition, by Perreault and McCarthy,
plus additional readings on reserve
A. Marketing and the “Marketing Concept”
B. Consumer vs. Business
Ch. 1, 2, Appendix A (p. 625)
Appendix C (p. 651)
The Innovation Function
A. Target Market Identification
2. The marketing environment
3. Market segmentation and demographics
Ch. 3, 5
4. Consumer behavior and psychographics
5. B2B and Organizational Buyer Behavior
B. Product Strategy
1. Classification of products
2. Management of the product life cycle
3. New product planning
4. Branding and packaging
C. Pricing Strategy
1. Price determination by the market
Reisman: pp. 5
2. Price determination by the firm
Ch. 17, Appendix B (p. 639)
3. Arriving at the final price
ent Against the Economy
pages from book on reserve in library
MIDTERM EXAM: Tuesday, Feb.
III. The Delivery Function
A. Promotion Strategy
1. Persuasive communication
3. Personal selling
(Paper I due)
This book is available in electronic
form for $80.09 at
Hill eBooks). You can
either download or view it online (not both). THINK before hitting the “buy” button. Hard copy has its advantages.
B. Distribution Strategy
1. Why middlemen?
2. Wholesaling middlemen
3. Retailing middlemen
4. Physical Distrib
pp. 54, 100, 164
Marketing and Society
Ch. 22, Reisman
B. The Regulation of Marketing
Reisman: pp. 63
C. The Social and Economic Effects of Advertising
Reisman: pp. 15
D. The Case for the Repeal of Antitrust Laws
E. Marketing Ethics and Bribery
(Paper II due)
*George Reisman, “The Myth of Planned Obsolescence”
article on reserve in library
The Government Against the Economy
pages from book on reserve in
***Ayn Rand, “America’s Persecuted Minority: Big Business”
article on reserve in library
Thursday, Mar. 15, 11:30 AM
will be based on two exams and two papers. The midterm exam will be weighted 30%
final exam 35%. Out of fairness to those who a
tend the exams on the assigned dates, make
ups will not be given.
Exams and exam dates should be considered a “death do us part” proposition. The first paper will be weighted 15%,
the second one 20%.
Late papers are subject to a two
thirds letter grade per class day penalty (i.e., an A
becomes a B,
a B+ becomes a B
and both papers must be handed in to get a passing grade for the course.
To determine your final course grade I convert all of
your scores and letter grades to the 4
point system and
weight each as indicated above. (A = 4.000, A
= 3.667, etc. See the Cal Poly catalog for details.) For example, su
pose you get the following scores and grades:
The letter grade for the midterm is a C (70 or 71 would be a C
, 78 or 79 a C+); thus, your midterm is assigned a score
of 2.000 on the 4
point system and weighted 30%. The letter grade for the final is a B+, assigned a 3.333, and
eighted 35%. Your 1st paper is assigned a 3.000 and weighted 15%, your 2nd paper a 3.667 and weighted 20%. Your
final course average then equals: (2.000 x .30) + (3.333 x .35) + (3.333 x .15) + (3.667 x .20) = 3.000 or a B (see scale
low) for the course.
But say you do the extra credit and do it well for an extra five
tenths of a letter grade. Now you
go from 3.000 to 3.500, or an A
! I assign final grades, using the following scale based on the 4
3.833 to 4.000
1.833 to 2.166
3.500 to 3.832
1.500 to 1.832
3.167 to 3.499
1.167 to 1.499
2.833 to 3.166
0.833 to 1.166
2.500 to 2.832
0.500 to 0.832
2.167 to 2.499
0.000 to 0.499
To keep track of your grade progress, download the follow
This an Excel spreadsheet that will open in Excel. If it doesn’t, open Excel first, then open the file
: when turning in papers and other assignments, the safest place to do
in my hands
tape or in
any other way try to attach papers to the door of my office (they’ll disappear) or to slip them under the door (the
weather strip won’t allow it!). If you can’t put the papers in my hands, then put them in the drop box o
utside room 105
in building 6; be sure my name is clearly marked on the paper. It will be put in my mailbox. Do NOT take assignments
to the IBM department office. The secretaries are not responsible for lost papers; you are.
Two 2 to 2
1/2 page papers (plus exhibits, if any) are required for this course. The papers must be typed or
word processed, one
spaced with one
inch margins, minimum 10
point type. (Using Times
or Times New Roman font, 10
point type, you can
easily put 1500 words in a 2
1/2 page, 1
1/2 spaced, paper. En
notes do not count in the 2
1/2 pages.) Each paper will go through draft and revision stages, plus you will submit the
final copy to www.turnitin.com for a “plagiarism check.” (Actually, you sh
ould think of the two papers as one, br
ken into two parts.)
These are descriptive papers, essentially exercises in library and/or internet research, although you may support
your research with interviews and other information collected from business peo
ple. Your assignment is to select a
specific product, company, or industry, such as the Macintosh com
puter, the Los Angeles Dodgers, or subcompact
cars, etc., then describe the marketing strategy practiced today by the marketers of your selected product,
or industry. The assignment is broken into two papers to correspond to the two major functions of marketing: innov
tion and de
livery. Consequently, your first paper should focus on market definition and the product and pricing stra
egies of your
product, company, or industry. Your second paper should focus on promotion and distribution. Each of
these components, incidentally, must be
as subheadings in your papers; in other words, your final copy
should look like a business report, rather t
han a literary essay. The papers are exercises in application, that is, applic
tion of the concepts and principles of ma
keting to the topic or area you have decided to study.
Your major reference sources will be books, articles in periodicals, and inter
net web pages. Conduct searches
by going to the library web site: http://www.csupomona.edu/~library/. Click either “Library Catalog” or “Databases”
for searches. On the Databases page, use the pull
down menu to select “Business/Economics,” then click “Go.”
Choose your database and search.
Also, check this page:
for many helpful tips. Publications such as
Wall Street Journal
d the business sections of major newspapers such as the
frequently run articles that I have always found helpful in this kind of re
Simmons Study of M
dia and Markets
(reference tables in the library and also on CD
) provides detailed information about the buyers
of large nu
bers of products.
In no case, however, is any one article or web page going to give you all you need (and you may well have to
collect ten, twenty, or even more such items to complete your rese
arch). Your information sources must be read car
fully and milked for what they are worth
no more, no less. (You’ll learn the art of “reading between the lines.”) Do
not hesitate to go back five years or more, if necessary, in your research
ategies do not change all that
often. You may even have to read a book about your company or industry to get some of the info
mation you need.
Reference notes should be used throughout your papers. (
Manual for Writers
by Turabian is a good reference
ok, which is available in both the Cal Poly library and bookstore). The notes do not have to be listed at the foot of
the page; they may be cited at the end of the paper as “Endnotes.” (If you use footnotes or endnotes, a separate bibl
ography is not neces
sary.) This means using superscripted numbers at the end of every significant piece of info
tion; the footnote or endnote provides the reference information. Remember that the assumption behind reference
notes is that anyone who picks up your paper shoul
d be able to go to the exact page you did to find the information.
You must have at least
reference sources (books, articles, or, web pages) in each paper.
for appropriate citation
Or use the fo
ing guidelines. Formats for hard
copy sources (articles and books):
To access these databases from off campus, you will
need a library pin number. On the library’s home page, click “About R
mote Access” for instructions on how to obtain one.
last name of author, first name, “article title in quotes,”
Magazine Title Underscored or in
(date in parentheses), pp. xx
last name of
author, first name,
Book Title Underscored or in
, (city of publisher in parentheses followed
by colon: publisher’s name, year of publication), pp. xx
For electronic citations, use the following format:
The 2005 Grolier Mu
ROM, version 7.0.2).
The World Factbook 2005
”Vietnam General Informati
This is the basic format of a web page citation:
”Title of Web Page,” http://full URL code of page. [Access dates are not usually necessary.]
Spelling, Grammar, and the University Writing Center.
Spelling and grammar, of course, matter! A pape
back dictionary and a style book, such as
The Elements of Style
by Strunk and White or
The Golden Book on Writing
by Lambuth, are handy ref
erences to have on your desk. By all means, please visit the Univer
sity Writing Center
(building 1, room 220, 869
5343) if you feel like you need help with your writing, or visit the Center’s website
The Cal Poly catalog states the following in connection with plagiarism. “Stud
ents are hereby i
formed that the university considers plagiarism a serious academic offense which subjects those engaging in the pra
tice to severe disciplinary measures.” These measures include not just failure of the course in which the plagi
s but expulsion from the un
versity. The Merriam
Webster dictionary defines plagiarism as stealing and passing
off as one's own the ideas or words of another, or the use of another’s production without crediting the source. See
http://www.nutsandboltsguide.com/plagiarism.html for further discussions of what plagiarism is and how to avoid it.
(By the way, www.nutsandboltsguide.com is an excellent, albeit lengthy, guide to college writi
ng of all types.)
Because the most common form of plagiarism these days seems to be “cut and paste” from the
Internet, part of your assignment is to submit your papers to http://www.turnitin.com, a company that bills itself as a
prevention service”; it will check your papers against their database and many others, providing you an
Originality Report with an Overall Similarity Index (a percentage) and a color scale ranging from blue (least sim
to red (most sim
lar). If some
thing is found, the similar (or identical) passage will by highlighted in your paper and
you will be able to see where it came from on the Internet. Turnitin.com will also give you the percentage of simila
ty to that one source.
Try to think of this as
a learning experience. I have already submitted five of my own papers to the service and I
have to admit that it is pleasing to get a “blue” back on the Overall Similarity Index. One of the flakey things the se
vice does is to highlight clauses and phrases
of sentences (as it did on all of my papers). For example, on one of my
papers it found the phrase “what we would like to achieve in the future” in a database on the Internet! Of course, this
phrase could be found in thousands of papers without indicating
plagiarism (and my percentage of similarity in fact
was zero); so if you get something like that back, you’ve done a great job.
Scores to worry about on the Similarity Index are 25% overall similarity and higher. If you get a yellow, o
ange, or red, you
need to rework your paper. The cut and paste plagiarism mentioned above means, most o
you have taken sentences or paragraphs from various sources without putting the material in quotation marks or ci
ing the sources. Both must be pr
sent if the
words you use are identical to what’s in the source. Paraphrasing is the
better way to go (with sources referenced), but even a poor paraphrase can be called plagiarism. If you have any
doubts, please see one of the tutors in the Wri
t a paper to turnitin.com:
Go to http://www.turnitin.com, select Create User Profile.
Follow instructions to create a profile, which includes registering your email address and creating a pas
word. Be sure to select User Type “student.”
Enrollment Password: winter2007
. This will enroll you in Principles of Ma
keting (Winter2007). You will be asked to comply with an agreement statement, then return to the login
Login and click Principles of Marketing (Winter200
7). On the next page click Submit for either Paper I or
Paper II. (Do NOT click “Revision 1” or “Revision 2” at this time. These are for subsequent su
you so desire.)
Enter name and submission (paper) title. Submit final copy of your paper
in either of two ways: (a) cut and
paste or (b) upload as a Word, text, postscript, PDF, HTML, or RTF document. Most word processing pr
grams will save documents in RTF (rich text fo
mat). Submit. (Don’t include your notes or references; you
will get a bet
ter score by omitting them.)
The next page gives you a digital receipt, which will be emailed to you. Or, you may print it.
Return to the Class Portfolio page for IBM 301 in about ten minutes to view your Orig
nality Report. (Under
the color patch to see the report.) Click “print” at the top of the Originality Report page,
then print the first page only. This will show your score.
If you would like to improve your score, you may revise your paper further and resubmit under the he
“Revision 1.” And if you still don’t like the score, you may resubmit one more time under “Revision 2.”
The Similarity Index uses colors and a percentage (or number of matching words): blue (fewer than 20
matching words), green (0
24% matching te
xt), yellow (25
49% matching text), orange (50
text), and red (75
100% matching text).
Plan time accordingly. It takes only a few minutes to get an Originality Report, but sometimes the system
gets bogged down.
10. Make revisions and h
and in with draft, peer review, and Originality Report for grading.
For more detail on how to use turnitin.com, click Help, then User Manuals, and download the Student User Manual
(a PDF document); there also is an online FAQ. Please take care that you su
bmit papers to the correct assignment,
i.e., Paper I to the Paper I a
The following schedule applies to your two papers:
Thurs., Feb. 8
typed draft of 1st paper due
peer review in class, not graded
Wed., Feb. 14, 11:59PM
deadline for submitting final copy to turnitin.com.
Thurs., Feb. 15
final copy (
plus draft, peer review, and Originality Report
) of 1st paper due
will be graded,
Thurs., Mar. 1
typed draft of 2nd paper due
peer review in class,
Wed., Mar. 7, 11:59PM
recommended deadline for submitting final copy to turnitin.com.
Thurs., Mar. 8
final copy (
plus draft, peer review, and Originality Report
) of 2nd paper due
will be graded,
The peer reviews will wor
k as follows: on the day your draft is due, you will be paired with a
other student. You will
read each other’s draft and write comments and suggestions on a “peer review guide sheet” (to be handed out), but
you will NOT criticize or evaluate. I’m the only
one who eval
uates your writing when your final copy is handed in.
(Note: when you hand in final copy,
must also hand in your draft and the peer review guide sheet
, along with the
Originality Report from turnitin.com.) Peer review of drafts is extreme
ly important in determining your grade. I stress
this because failure to have a draft on draft day, or to provide a peer review, is not only unfair to the student with
whom you are paired, but such failure will only result in a lower grade, if not an F. (T
he drafts, incidentally, will not
be handed in on draft day
the purpose of draft day is to get feedback on your writing and thinking from someone
other than me.) Your final copy must be
See next page Checklist for Marketing Papers to guide your r
Checklist for Marketing Papers
: your product
market, in dollars and/or units; total market of all competitors, in dollars and/or
units; your market share
: who they are, their market shares; i
: uncontrollable variables that present opportunities and threats: political, legal, economic, cu
tural, social, technological, demographic
: demographic and psychographic description; buying motivation
: consumer or business
business, and convenience, shopping, or specialty product, etc. (see
54 in text); justification
Features and Benefits
: primary, secondary
Product Life Cycle Stage
: which stage; justification; growth rat
: national or private, family or individual; packaging
: sales, profits, or status quo; justification
: full cost or markup; justification
: transportation charges, discounts and allo
wances, other deals; examples of actual prices.
: advertising, personal selling, publicity, sales promotion; primary method, how used;
push or pull; secondary methods, how used; expenditures
: primary selling message, support messages
: description of ads (slogan, body copy, visual element) and media used; size and structure of
sales force; content of sales pitch; sales promotion techniques; publicity techniques
: direct, indirect, or dual; how achieved; names and description of middlemen; what
kind and how many
: intensive, selective, or exclusive; justification
: transport mode; warehousing; mat
erials handling; inventory management; order pr
does each paper have at least five published references?
This is primarily a lecture course.
The purpose of formal education is to save you time
the time it wo
uld take you to learn marketing, finance,
accounting, advertising, etc., on your own, by reading books and trying to find the right people to question. Lectures
and the “3
Step Plan To In
Depth Learning” can save you that time.
sition and retention of knowledge is not automatic. It requires concentrated effort. The 3
Step Plan To
Depth Learning is designed to help you understand marketing principles at a level that exceeds what can be
achieved through other methods.
Take Lecture Notes
. A well
organized lecturer presents his subject in terms of es
sentials. The spoken
word, by its nature, cannot present the detail of the written word. Hence, these “essentials” give you the necessary
foundation and superstructure on wh
ich to base your subsequent learning. Lectures, in other words, emphasize and
reinforce key points from your reading and add new material. Note
taking helps to integrate or blend together these
key points and new material with your current knowledge. The a
ct of note
taking, however, requires mental focus
an active, integrating mind during the process of note
taking. This integra
tion, in turn, leads to
retention (as opposed to rote memory).
I want to emphasize the value of good note
ing. Recent educational research shows that “notes containing
more ideas and more words are related to higher achievement.” In other words, take down as much as you can. This
research also shows that students think the purpose of note
taking is to be brief
, taking down only the key ideas they
think they might otherwise forget. This is a mistake. One study showed that only 60% of the ideas the professors co
sidered important were taken down in notes by the students. When I was a freshman, I used to stop taki
ng notes as
soon as the professor said “for example”
on the premise that I already had written down the principle and that the
examples are “just” illustrations. But when it came time to study for the exam, I didn’t fully understand the principle
I couldn’t remember the examples.
Read The Text
. Of course. But also: a good lecturer can separate what’s important from what’s uni
portant. But only the written word can give you the details that are necessary for a thorough understanding of a
ject. The details of the written word are, so to speak, the brick and mortar (added to the “superstructure”) of
the meat and flesh that are added to the skeleton of the lecturer’s essentials. A hallmark of professiona
ism is attention to det
ails, especially the details of the written word. (Besides, studies show that successful people
such as CEO’s, who read six times as much as the average reader
are, indeed, heavy readers!)
Write Answers To Review Questions
. The lecture contain
s material expressed in the words of the le
er; the book contains material expressed in the words of its authors. With this step it is time for you to put the m
al into your own words. Three sets of essay
type review questions will be handed out dur
ing the course (one set about
a week before each exam). Writing one
paragraph answers to each of these questions, after thinking about the
lecture notes and the book, will help tie many loose ends together and especially help you to chew and d
as. These answers to the review questions (assuming you have taken good lecture notes and have read the book) will
also give you a solid set of study notes to use in prep
ration for the exams.
Conscientious practice of these three steps should gi
ve you in
depth knowledge and under
standing. At the same
time, it should keep rote memory to a minimum. It really depends on how you use your mind throughout the course.*
*Let me recommend a book that helped me a lot in graduate school:
A Guide to Ef
by Edwin A.
Locke. This book discusses a wide range of study problems, including note
taking, coping with test
anxiety, how to
study for multiple
choice exams, how to write essay exams, etc.
Optional, Extra Credit
: the day of the final exam.
Amount of credit
: up to 5.0 percentage points added to your final course average
half of a letter grade
: First, read pp. 719
723 in the text, “Computer
Aided Problems.” Next, using the
ccompany Basic Marketing
came shrinkwrapped with your text, do
of the “Computer
Problems” that you will find at the end of each chapter in the text. Of the 12 problems, you
include the ones at the end of
Chapters 17, 18, and 19
; the remaining
9 problems are your
Organize your answers to the problems into a quality presentation report. In other words, don’t
just give me a number of printouts.
(If you have trouble printing, as I did when trying to use the CAPS print button, go to Pri
view and then print. It worked for me.)
Professor Kirkpatrick received his BA degree in philosophy from the University of Denver and his MBA and PhD
degrees in marketing from Baruch College of the City University of New York. He has worked as
for Public Relations Aids, Inc. in New York City and Smith
Gosden Direct Response Advertising in El
Monte, CA; he has also worked as senior account executive for the Young and Rubicam Direct Marketing Group in
Los Angeles. His
publications have appeared in the
Journal of Advertising
Marketing Theory: Philosophy of Science
Developments in Marketing Science, Vol. IX, Managerial and Decision Economics
Journal of Economics and Sociology
. His book
Defense of A
vertising: Arguments from Reason, Ethical Egoism,
was published in 1994 by Quorum Books; in 1997, the work was translated into Port
guese and published in Brazil. He has just completed his second book, titled
ssori, Dewey, and Capitalism:
tional Theory for a Free Market in Education
, and is currently being reviewd by a commercial publisher.
University Writing Center, Cal Poly Pomona
What Is “Plagiarism”?
Americans believe that ideas and written expressions of ideas can be owned.
Thus, to use words and ideas
without giving the author credit is to steal them.
Americans also believe that writing is a visible, concrete de
stration of a writer’s knowledge, insight, and academic skill, and that to represent another person’s writing as your
own is to misrepresent your own a
This is a type of fraud or deception.
For these reasons, most
universities have very
specific policies about plagiarism.
Cal Poly Pomona’s policy is typical:
Plagiarism is intentionally or knowingly presenting words, ideas or work of others as one’s own
Plagiarism includes copying homework, copying lab reports, copying computer p
using a work or portion of a work written or created by another but not crediting the source, using
one’s own work completed in a previous class for credit in another class without permission, par
phrasing another’s work without giving credit, and
borrowing or using ideas without giving cre
(Catalog, Cal Poly Pomona, 2001
02, p. 59).
Instances of suspected plagiarism are reported to the Office of Judicial Affairs.
Generally, in the first i
stance, the student is put on probation for one year
In the second instance the student is suspended for at least two
quarters, not just from Cal Poly Pomona, but from all CSU campuses, and his or her name is placed in a permanent
file for Academic Dishonesty.
The third instance ends the student’s career
at Cal Poly Pomona (and any other ca
pus in the CSU sy
However, there are a number of different types and degrees of plagiarism.
Type I Plagiarism: Fraudulently Taking Credit for Someone Else’s Work
: A student puts his or her name on a p
aper that was written by someone else, and turns it in to the professor.
Some students download a paper from the internet.
Others buy a paper from a “research service.”
get a paper from a friend who took the course before.
These students are
Academic fraud hurts everyone involved, including the other students in the course who didn’t plagiarize.
It is easy for professors to catch internet plagiarism through search engines and anti
such as “Turnitin.co
: If a student does this and gets caught, he or she will probably get an “F” for the paper or the course and will
be reported to the Office of Judicial Affairs for investigation and disciplinary proceedings.
Type II Plagiarism: The “Pastiche”
: A student copies paragraphs from different sources and puts them together in one paper, creating a “pa
A “pastiche” is a written composition made up of selections of other works.
The internet makes it easy to assemble a “pastiche”
by grabbing an electronic paragraph here and another
paragraph there and pasting the whole collection of paragraphs together in a word processor.
In many cases the styles clash and it is easy for a reader to detect that different writers wrote differen
Although the “writer” has done some searches, read some articles, and selected some m
terial, such a paper
is more like research notes than a research paper.
Although quotation marks, block quotes, and accurate documentation will preve
nt accusations of plagi
rism, to produce a good paper the writer needs to take the research pro
ess a step farther by synthesizing
the material and paraphrasing much of it in his or her own words.
It is easy for the professor to find the sources of the d
ifferent passages by using internet search engines.
If the sources are documented, the instructor may ask the student to rewrite the paper and resubmit it.
erwise, the student may be sent to the Office of Judicial Affairs.
Type III Plagiari
sm: Improper Paraphrasing
: A student submits a paper that does not copy the original sources, but is very close to the sources in style
and word choice.
Some students copy the passage and then try to substitute new words in the same se
result has the same grammatical structure as the original, with some of the words changed.
Others will keep the same words, but reorganize the sentence structure, perhaps re
ordering the sentences at
the same time.
Neither of these app
roaches, same structure but different words, or same words but di
ferent structure, is
sufficient to avoid plagiarism, but each is a step in the right direction.
The best way to paraphrase material is to read it carefully, put it aside so you can’t loo
k at it, and try to
write down the ideas in your own words.
If you can’t do that, you prob
bly don’t really understand the
If the writer is trying to make these sorts of transformations and documents the sources, it is unlikely that
nstructor will accuse him or her of plagiarism, although the instructor may suggest that the writer is too depen
ent on the sources for language and sentence structure.
Avoiding All Types of Plagiarism
Here are some key points for avoiding plagiarism:
Start early so you have plenty of time to do the research and write the paper.
Find out what documentation system your instructor wants and use it to inform your reader of the sources
of all of your information.
MLA and APA are the most common documen
the key to avoiding accusations of plagiarism.
If an idea or fact is not common knowledge, it must be documented.
Keep accurate notes on all sources of information, including internet sources.
Use quotation marks arou
nd any passages that are in the exact words of the source.
When you paraphrase a source, change both the sentence structure and the words.
If you follow these guidelines, you won’t have to worry about plagiarism.