Unit I Essay Principals of Marketing

  

As discussed in the Unit I Lesson attached,

The marketing concept consists of elements that concern market segmentation and how it relates to target markets.  Also, recall that promotion is used to reach those target markets.  

In this essay, define the marketing concept and summarize its relationship to marketing myopia. Give an example of marketing myopia that you have seen. 

Your essay must include an introduction. You must also reference at least one journal article from the CSU Online Library and one article from a business-related or news website; therefore, your essay should be supported by at least two sources. Your essay must be at least three pages in length and double-spaced, not counting the title and reference pages. All sources used must be referenced; paraphrased and quoted material must have accompanying APA citations.

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BBA 3201, Principles of Marketing 1

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
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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
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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

UNIT I STUDY GUIDE

The Principles of Marketing

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https://online.columbiasouthern.edu/CSU_Content/courses/Business/BBA/BBA3201/16Q/UnitI_Presentation/UnitI_Presentation.html

https://online.columbiasouthern.edu/CSU_Content/courses/Business/BBA/BBA3201/16Q/UnitI_Presentation/UnitI_Presentation

https://online.columbiasouthern.edu/CSU_Content/courses/Business/BBA/BBA3201/16Q/UnitI_Presentation/UnitI_WelcomeVideoTranscript