Week 1 Lecture Class - Welcome Fall 2024.pdf

Introduction to Marketing BUAD 307 – Week 1 – Lecture Class Fall 2024 Session Learning Objectives Textbook learning objectives: None Class learning objectives: Describe marketing impacts on business models and financial statements. Outline syllabus and course structure. ...

Introduction to Marketing BUAD 307 – Week 1 – Lecture Class Fall 2024 Session Learning Objectives Textbook learning objectives: None Class learning objectives: Describe marketing impacts on business models and financial statements. Outline syllabus and course structure.  …helps create value. …is about satisfying customer …affects needs and various wants. stakeholders. Marketing… …entails an …performed by exchange. individuals and organizations. …requires a mix of marketing tools (7Ps). Marketing Impacts on Business Models Business Model Elements: Customer Segments Business Model Elements: Value Proposition Business Model Elements: Channels Business Model Elements: Relationship Building Business Model Elements: Revenue Generators Business Model Elements: Key Activities and Resources Business Model Elements: Collaborators Business Model Elements: Customer Focus Business Model Elements: Customer Focus Marketing Impacts on Financial Performance Improving the Bottom Line Income Statement Impacts: Overarching Consideration…Managing Expenses Income Statement Impacts: Acquire and Retain More Customers Income Statement Impacts: Increase Share of Wallet Within Category Income Statement Impacts: Increase Share of Wallet Across Categories Income Statement Impacts: Increase Margins Balance Sheet Impacts: Turn Inventory (Velocity) Balance Sheet Impacts: Leveraging Brand Assets