Fall 2000

Lisa Cain
 Marketing in the New
Millennium
• What did you buy when you were getting
ready to come back to school?
• What had to happen for you to be able to
buy it?
• What other options did you have (product,
place, or price)?
 Core Marketing Concepts
Needs, Wants, Demands

Products & Services

Value, Satisfaction & Quality

Exchange, Transactions & Relationships

Markets
 Core Marketing Concepts
Needs, Wants, Demands

Products & Services

Value, Satisfaction & Quality

Exchange, Transactions & Relationships

Markets
 Core Marketing Concepts
Needs, Wants, Demands

Products & Services

Value, Satisfaction & Quality

Exchange, Transactions & Relationships

Markets
 Core Marketing Concepts
Needs, Wants, Demands

Products & Services

Value, Satisfaction & Quality

Exchange, Transactions & Relationships

Markets
 Core Marketing Concepts
Needs, Wants, Demands

Products & Services

Value, Satisfaction & Quality

Exchange, Transactions & Relationships

Markets
 Core Marketing Concepts
Needs, Wants, Demands

Products & Services

Value, Satisfaction & Quality

Exchange, Transactions & Relationships

Markets
BA 160: The Core Undergraduate
Marketing Course

• A rigorous & comprehensive introduction to

marketing practice
• A unique course structure
• A lot of work
• Many resources for you to use
 A rigorous & comprehensive
introduction to marketing
practice
• Delighting Customers
• Understanding Markets
• Buyer Behavior (consumer & B2B)
• Marketing Research
• The 4P’s
– product, pricing, place, promotion
• Marketing Strategy- Integrating
 A Unique Structure

BA 160
Lecture Discussion Section Research
Tuesdays Thursdays
 A Unique Structure

BA 160
Lecture Discussion Section Research
Tuesdays Thursdays
 A Unique Structure

BA 160
Lecture Discussion Section Research
Tuesdays Thursdays

Lisa Cain Ana Valenzuela

 A Unique Structure

BA 160
Lecture Discussion Section Research
Tuesdays Thursdays
 A lot of work
• Reading of text & cases is critical to success
• Written case briefs
– individual & group
• Mid-term & Final
• Group Presentation
 Many resources for you to use
• Faculty
• GSI
• Graders
• Class Representatives
• Course Website
• Class Mailing Lists
 What to do before Thursday’s
Discussion?
• Read JLM Couture handout in syllabus and
answer the questions
• Subscribe to the appropriate BA160 mailing
list via:
http://www.haas.berkeley.edu/majordomo
• Make a name placard and a face card as
described in the syllabus
 What to do before next week’s
lecture?
• Download the lecture notes from the
website
– I’ll have these posted by Monday afternoon
prior to Tuesday’s class.