Most of the world has a very limited view of marketing as primarily engaged in advertising and sales activities. In truth, marketing is a vast planning process that facilitates the exchange process between buyers and sellers. As an analogy, marketing can be thought of as a huge aircraft carrier; whereas, sales and advertising can be thought of as a couple of fighter planes that carry out marketing strategy. The world views marketing as sales and advertising simply because it is what is visible. In reality, sales and advertising are just the tip of the marketing iceberg.
MKT 300 provides a broad overview of all the marketing activities involved in the provision of products to household and organizational consumers. More specifically, this course: (1) provides students with an understanding of marketing concepts for today’s workforce; (2) applies learned marketing concepts to real world situations; and (3) examines the modification of marketing strategy within a changing environment.
Field WorkCountry: Japan
Date: January 25, 2018
The field lab will visit a sake museum to discuss how this uniquely Japanese alcoholic beverage is produced and marketed to the world. We will also have a lunch featuring world-famous Kobe beef, then tour a Kobe beef farm. There also, we will discuss how and this Japanese product appeals to consumers all over the world. What consumer needs and wants do Japanese products such as sake and Kobe beef respond to? Why are Japanese products so highly valued? How are country of origin effects at work here? What global consumer trends are driving demand for sake and Kobe beef?
- Understand the role of country of origin effects in consumer behavior.
- Understand the interaction of global consumer trends, and demand for specific products.
- Understand how marketers use unique production processes, as well as cultural factors, to design products that appeal to a global consumer.