The 4 utilities of value

Required Resources

Text Chapters

White, S. (2012). Principles of marketing [Electronic version]. Retrieved from https://ashford.content.edu

Chapter 1: Marketing Fundamentals

This chapter relates to Discussion 1. In this first chapter, we explore the foundations of marketing as well as its history and evolution. Key concepts:

• The fundamental concept on which all marketing is based
• The 4 eras of marketing history and the changes that ushered them in (and out)
• The 4 P’s of marketing
• The 4 utilities of value

In the case study, you’ll learn more about the craft brewery movement and one brand’s bold efforts to communicate value and differentiate itself in a crowded marketplace. And don’t forget to check out the short embedded videos where you’ll witness the emergence of homo industrialus!

Chapter 2: The Marketing Process

This chapter relates to Discussion 2. Explore the stages of the marketing process from situation analysis to strategy formulation to campaign development to execution to measurement. Key concepts:

• Microenvironment versus macroenvironment influences
• The 5 stages of the market research process
• Qualitative vs. quantitative research
• Mass marketing vs. one-to-one marketing

In the featured case study, you’ll see the marketing process in action with Project Flogton (a little backwards spelling reveals all!) and its efforts to inject more fun and broaden interest in a popular —if rather staid— pastime.

Article

Oliver Wight Americas, Inc. (2012). New white paper – Marketing’s role in the integrated business planning process: An advanced version of sales and operations planning (Links to an external site.)Links to an external site. [Press release]. Retrieved from http://www.oliverwight-americas.com/news/marketing-role-integrated-business-planning.htm

Multimedia