Class Discussion

Would there be any additional marketing effort necessary if a producer created a revolutionary new product and offered it exclusively on the Internet? Why, or why not? Do you regularly buy any items exclusively or almost exclusively on the Internet?
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UNIT I STUDY GUIDE
The Principles of Marketing
Course Learning Outcomes for Unit I
Upon completion of this unit, students should be able to:
2. Apply the market segmentation process to identify target markets.
2.1 Define the marketing concept and its relationship to marketing myopia.
Reading Assignment
In order to access the following resources, click the links below.
Gallo, A. (2016, August 22). A refresher on marketing myopia. Harvard Business Review Digital Articles, 2-5.
Retrieved from
https://libraryresources.columbiasouthern.edu/login?auth=CAS&url=http://search.ebscohost.com/logi
n.aspx?direct=true&db=bth&AN=118701930&site=ehost-live&scope=site
Richard, M. D., Womack, J. A., & Allaway, A. W. (1993). Marketing myopia: An integrated view. The Journal
of Product and Brand Management, 2(3), 49. Retrieved from
https://libraryresources.columbiasouthern.edu/login?auth=CAS&url=http://search.proquest.com.library
resources.columbiasouthern.edu/docview/220579945?accountid=33337
Unit Lesson
Click here to access the Unit I Lesson presentation. (Click here to access the PDF version of this
presentation.)
Click here to access a transcript of the welcome video.
Suggested Reading
In order to access the following resource, click the link below.
Dr. Phillip Kotler is recognized as one of the foremost experts in business and marketing. In this video, Dr.
Kotler provides a guided tour of American marketing, including its origins and trends. You are highly
encouraged to watch this one-hour video.
Kotler, P. [Chicago Humanities Festival]. (2012, November 26). Philip Kotler: Marketing [Video file]. Retrieved
from https://www.youtube.com/watch?v=sR-qL7QdVZQ
BBA 3201, Principles of Marketing
1
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