http://buad307cast.com/audio Podcast of Dr. Lars Perner's Marketing Fundamentals (BUAD 307) course at the Marshall School of Business at the University of Southern California. This introductory marketing course covers a number of issues in marketing, including the marketing environment, social responsibility, marketing strategy, international marketing, consumer behavior, market research, segmentation, targeting, and positioning, and product, promotion, price, and distribution issues. The role of marketing in different organizations is considered. A special emphasis is put on "win-win" deals and opportunities for firms to profit by assisting non-profit organizations in fundraising. Due to privacy concerns, only the lecture session of the course--and not the discussion sections where students participate in discussions--are covered. At other institutions, this type of course is often entitled "Principles of Marketing" or "Marketing Management." Dr. Perner is an Assistant Professor of Clinical Marketing at the Marshall School of Business of the University of Southern California. Wed, 06 May 2009 06:05:22 +0000 http://wordpress.org/?v=2.7 en hourly 1 Copyright (c) 2008 Lars Perner and the Marshall School of Business of USCMarketing,Principles,Introductory,Marketing,Marketing,Fundamentals,Consumer,Psychology,Lars,Perner,Marshall,School,of,Business,USC,market,research,consumer,behavior,marketing,environment,social,responsibility,segmentation,targeting,positioning,proEducation/Higher EducationBusiness/Management & Marketingperner@marshall.usc.eduLars Perner, Ph.D.Lars Perner, Ph.D.noMarketing,Principles,Introductory,Marketing,Marketing,Fundamentals,Consumer,Psychology,Lars,Perner,Marshall,School,of,Business,USC,market,research,consumer,behavior,marketing,environment,social,responsibility,segmentation,targeting,positioning,proMarketing Fundamentals (BUAD 307) Audio PodcastsPodcasts of Dr. Lars Perner's Marketing Fundamentals (BUAD 307) lecture sessions at the Marshall School of Business of the University of Southern California. This is an introductory marketing course, surveying basic topics in marketing. Topics covered include the marketing environment, social responsibility, international marketing, consumer behavior, segmentation, targeting, and positioning, and the marketing mix variables of product, price, promotion, and distribution. Special emphasis is put on win-win marketing strategies and opportunities for firms to increase profits by partnering with non-profit and charitable groups. Dr. Perner is an Assistant Professor of Clinical Marketing at the Marshall School of Business of the University of Southern California.http://feeds.feedburner.com/Marketing_Fundamentals_Podcastshttp://buad307.com/images/buad307logo.jpg http://feedproxy.google.com/~r/Marketing_Fundamentals_Podcasts/~3/mCWkgoBEyOY/ http://buad307cast.com/audio/?p=104#comments Wed, 06 May 2009 06:05:22 +0000 perner@marshall.usc.edu (Lars Perner, Ph.D.) http://buad307cast.com/audio/?p=104
Introduction to marketing, covering a variety of topics such as international marketing, consumer behavior, market research, segmentation, targeting, and positioning.]]> http://buad307cast.com/audio/?feed=rss2&p=104 noElectronic Commerce–generally synonymous with the term “Internet Marketing”–is discussed.  An emphasis is put on the economics of online commerce.  It is stressed that, in most cases, going through traditional retailers will be morLars Perner, Ph.D.Electronic Commerce–generally synonymous with the term “Internet Marketing”–is discussed.  An emphasis is put on the economics of online commerce.  It is stressed that, in most cases, going through traditional retailers will be more cost effective for most tangible goods.  Characteristics of products and services that affect their suitability for online sales are examined.  Search engine [...]Marketing,Principles,Introductory,Marketing,Marketing,Fundamentals,Consumer,Psychology,Lars,Perner,Marshall,School,of,Business,USC,market,research,consumer,behavior,marketing,environment,social,responsibility,segmentation,targeting,positioning,prohttp://buad307cast.com/audio/?p=104 http://feedproxy.google.com/~r/Marketing_Fundamentals_Podcasts/~3/hdG8VMDaKbg/ http://buad307cast.com/audio/?p=102#comments Wed, 06 May 2009 06:01:39 +0000 perner@marshall.usc.edu (Lars Perner, Ph.D.) http://buad307cast.com/audio/?p=102
Introduction to marketing, covering a variety of topics such as international marketing, consumer behavior, market research, segmentation, targeting, and positioning.]]> http://buad307cast.com/audio/?feed=rss2&p=102 noThis podcasts discusses pricing and consumer response to price.  Price is conceptualized as a ratio of sacrifice to benefits received, suggesting several ways in which price can be changed.  Several pricing strategies–”cost plus,” marketLars Perner, Ph.D.This podcasts discusses pricing and consumer response to price.  Price is conceptualized as a ratio of sacrifice to benefits received, suggesting several ways in which price can be changed.  Several pricing strategies–”cost plus,” market based, skimming, and penetration pricing–are discussed along with research on consumer behavior and reference prices.  Legal issues in pricing and price [...]Marketing,Principles,Introductory,Marketing,Marketing,Fundamentals,Consumer,Psychology,Lars,Perner,Marshall,School,of,Business,USC,market,research,consumer,behavior,marketing,environment,social,responsibility,segmentation,targeting,positioning,prohttp://buad307cast.com/audio/?p=102 http://feedproxy.google.com/~r/Marketing_Fundamentals_Podcasts/~3/a7Xpfx5quwg/ http://buad307cast.com/audio/?p=100#comments Mon, 04 May 2009 05:25:59 +0000 perner@marshall.usc.edu (Lars Perner, Ph.D.) http://buad307cast.com/audio/?p=100
Introduction to marketing, covering a variety of topics such as international marketing, consumer behavior, market research, segmentation, targeting, and positioning.]]> http://buad307cast.com/audio/?feed=rss2&p=100 noPromotion–including elements such as advertising, sales promotion, public relations, point of purchase promotions, and personal selling–is discussed.  Promotional choices are compared.  Emphasis is placed on the issue of the considerable compeLars Perner, Ph.D.Promotion–including elements such as advertising, sales promotion, public relations, point of purchase promotions, and personal selling–is discussed.  Promotional choices are compared.  Emphasis is placed on the issue of the considerable competition for consumer attention and the resultant need to attempt to break through “clutter.’ Promotion Marketing,Principles,Introductory,Marketing,Marketing,Fundamentals,Consumer,Psychology,Lars,Perner,Marshall,School,of,Business,USC,market,research,consumer,behavior,marketing,environment,social,responsibility,segmentation,targeting,positioning,prohttp://buad307cast.com/audio/?p=100 http://feedproxy.google.com/~r/Marketing_Fundamentals_Podcasts/~3/84DHesQBn4g/ http://buad307cast.com/audio/?p=96#comments Mon, 04 May 2009 05:17:30 +0000 perner@marshall.usc.edu (Lars Perner, Ph.D.) http://buad307cast.com/audio/?p=96
Introduction to marketing, covering a variety of topics such as international marketing, consumer behavior, market research, segmentation, targeting, and positioning.]]> http://buad307cast.com/audio/?feed=rss2&p=96 noThis podcast discusses the importance of distribution in reaching the consumer.  The idea that intermediaries tend to add value and reduce costs through specialization is discussed, illustrating how a firm that attempts to perform services normally perforLars Perner, Ph.D.This podcast discusses the importance of distribution in reaching the consumer.  The idea that intermediaries tend to add value and reduce costs through specialization is discussed, illustrating how a firm that attempts to perform services normally performed by intermediaries will likely be less efficient.  Distribution intensity, channel structure, parallel distribution, and diversion are discussed.  As [...]Marketing,Principles,Introductory,Marketing,Marketing,Fundamentals,Consumer,Psychology,Lars,Perner,Marshall,School,of,Business,USC,market,research,consumer,behavior,marketing,environment,social,responsibility,segmentation,targeting,positioning,prohttp://buad307cast.com/audio/?p=96 http://feedproxy.google.com/~r/Marketing_Fundamentals_Podcasts/~3/0Q03v4pwOuU/ http://buad307cast.com/audio/?p=91#comments Fri, 10 Apr 2009 03:51:46 +0000 perner@marshall.usc.edu (Lars Perner, Ph.D.) http://buad307cast.com/audio/?p=91
Introduction to marketing, covering a variety of topics such as international marketing, consumer behavior, market research, segmentation, targeting, and positioning.]]> http://buad307cast.com/audio/?feed=rss2&p=91 noThe optional final paper for the course is discussed. Final Paper Lars Perner, Ph.D.The optional final paper for the course is discussed. Final Paper Marketing,Principles,Introductory,Marketing,Marketing,Fundamentals,Consumer,Psychology,Lars,Perner,Marshall,School,of,Business,USC,market,research,consumer,behavior,marketing,environment,social,responsibility,segmentation,targeting,positioning,prohttp://buad307cast.com/audio/?p=91 http://feedproxy.google.com/~r/Marketing_Fundamentals_Podcasts/~3/Z9KsQH_Ilvo/ http://buad307cast.com/audio/?p=89#comments Thu, 09 Apr 2009 20:04:03 +0000 perner@marshall.usc.edu (Lars Perner, Ph.D.) http://buad307cast.com/audio/?p=89
Introduction to marketing, covering a variety of topics such as international marketing, consumer behavior, market research, segmentation, targeting, and positioning.]]> http://buad307cast.com/audio/?feed=rss2&p=89 noThis podcast covers product issues.  Addressed are topics such as product lines and product mix, new product introduction, the diffusion of innovation, the product life cycle, brands and branding, co-branding, and brand extensions. Product Lars Perner, Ph.D.This podcast covers product issues.  Addressed are topics such as product lines and product mix, new product introduction, the diffusion of innovation, the product life cycle, brands and branding, co-branding, and brand extensions. Product Marketing,Principles,Introductory,Marketing,Marketing,Fundamentals,Consumer,Psychology,Lars,Perner,Marshall,School,of,Business,USC,market,research,consumer,behavior,marketing,environment,social,responsibility,segmentation,targeting,positioning,prohttp://buad307cast.com/audio/?p=89 http://feedproxy.google.com/~r/Marketing_Fundamentals_Podcasts/~3/9cQ42FTirmQ/ http://buad307cast.com/audio/?p=86#comments Mon, 06 Apr 2009 04:43:38 +0000 perner@marshall.usc.edu (Lars Perner, Ph.D.) http://buad307cast.com/audio/?p=86
Introduction to marketing, covering a variety of topics such as international marketing, consumer behavior, market research, segmentation, targeting, and positioning.]]> http://buad307cast.com/audio/?feed=rss2&p=86 noThis podcast discusses rationales and methods for segmentation, selection of target markets, and positioning.  Repositioning and multidimensional scaling (perceptaul maps) are discussed. Segmentation, Targeting, and Positioning Lars Perner, Ph.D.This podcast discusses rationales and methods for segmentation, selection of target markets, and positioning.  Repositioning and multidimensional scaling (perceptaul maps) are discussed. Segmentation, Targeting, and Positioning Marketing,Principles,Introductory,Marketing,Marketing,Fundamentals,Consumer,Psychology,Lars,Perner,Marshall,School,of,Business,USC,market,research,consumer,behavior,marketing,environment,social,responsibility,segmentation,targeting,positioning,prohttp://buad307cast.com/audio/?p=86 http://feedproxy.google.com/~r/Marketing_Fundamentals_Podcasts/~3/Tzm-3COEoRQ/ http://buad307cast.com/audio/?p=82#comments Sat, 04 Apr 2009 22:03:03 +0000 perner@marshall.usc.edu (Lars Perner, Ph.D.) http://buad307cast.com/audio/?p=82
Introduction to marketing, covering a variety of topics such as international marketing, consumer behavior, market research, segmentation, targeting, and positioning.]]> http://buad307cast.com/audio/?feed=rss2&p=82 noThis podcast discusses the distinctions between primary and secondary market research in addition to the uses of selected methods of primary market research including surveys, experiments, individual interviews, observation, scanner data, projective methoLars Perner, Ph.D.This podcast discusses the distinctions between primary and secondary market research in addition to the uses of selected methods of primary market research including surveys, experiments, individual interviews, observation, scanner data, projective methods, and physiological methods.  Confounds and interpreation are also discussed. Market Research Marketing,Principles,Introductory,Marketing,Marketing,Fundamentals,Consumer,Psychology,Lars,Perner,Marshall,School,of,Business,USC,market,research,consumer,behavior,marketing,environment,social,responsibility,segmentation,targeting,positioning,prohttp://buad307cast.com/audio/?p=82 http://feedproxy.google.com/~r/Marketing_Fundamentals_Podcasts/~3/We2D_GXMPUw/ http://buad307cast.com/audio/?p=79#comments Mon, 30 Mar 2009 23:18:22 +0000 perner@marshall.usc.edu (Lars Perner, Ph.D.) http://buad307cast.com/audio/?p=79
Introduction to marketing, covering a variety of topics such as international marketing, consumer behavior, market research, segmentation, targeting, and positioning.]]> http://buad307cast.com/audio/?feed=rss2&p=79 noReview of the answers to the midterm. Midterm Answer Discussion Lars Perner, Ph.D.Review of the answers to the midterm. Midterm Answer Discussion Marketing,Principles,Introductory,Marketing,Marketing,Fundamentals,Consumer,Psychology,Lars,Perner,Marshall,School,of,Business,USC,market,research,consumer,behavior,marketing,environment,social,responsibility,segmentation,targeting,positioning,prohttp://buad307cast.com/audio/?p=79 http://feedproxy.google.com/~r/Marketing_Fundamentals_Podcasts/~3/YWLigFmOCGU/ http://buad307cast.com/audio/?p=75#comments Tue, 10 Mar 2009 05:17:15 +0000 perner@marshall.usc.edu (Lars Perner, Ph.D.) http://buad307cast.com/audio/?p=75
Introduction to marketing, covering a variety of topics such as international marketing, consumer behavior, market research, segmentation, targeting, and positioning.]]> http://buad307cast.com/audio/?feed=rss2&p=75 noThis podcast discusses the secod option for the Applications Paper:  Analysis of target market customers.  Some different issues are raised for consumers and organizational customers, respectively. Applications Paper–Option #2 Lars Perner, Ph.D.This podcast discusses the secod option for the Applications Paper:  Analysis of target market customers.  Some different issues are raised for consumers and organizational customers, respectively. Applications Paper–Option #2 Marketing,Principles,Introductory,Marketing,Marketing,Fundamentals,Consumer,Psychology,Lars,Perner,Marshall,School,of,Business,USC,market,research,consumer,behavior,marketing,environment,social,responsibility,segmentation,targeting,positioning,prohttp://buad307cast.com/audio/?p=75 http://feedproxy.google.com/~r/Marketing_Fundamentals_Podcasts/~3/Qg_362E4KCM/ http://buad307cast.com/audio/?p=71#comments Tue, 10 Mar 2009 05:03:34 +0000 perner@marshall.usc.edu (Lars Perner, Ph.D.) http://buad307cast.com/audio/?p=71
Introduction to marketing, covering a variety of topics such as international marketing, consumer behavior, market research, segmentation, targeting, and positioning.]]> http://buad307cast.com/audio/?feed=rss2&p=71 noThis podcast discusses possibilities for the Applications Paper using the first option–analysis of information obtained in the Secondary Sources assignment. Applications Paper–Option #1 Lars Perner, Ph.D.This podcast discusses possibilities for the Applications Paper using the first option–analysis of information obtained in the Secondary Sources assignment. Applications Paper–Option #1 Marketing,Principles,Introductory,Marketing,Marketing,Fundamentals,Consumer,Psychology,Lars,Perner,Marshall,School,of,Business,USC,market,research,consumer,behavior,marketing,environment,social,responsibility,segmentation,targeting,positioning,prohttp://buad307cast.com/audio/?p=71 http://feedproxy.google.com/~r/Marketing_Fundamentals_Podcasts/~3/5PDzw00pU0Y/ http://buad307cast.com/audio/?p=66#comments Wed, 04 Mar 2009 06:48:11 +0000 perner@marshall.usc.edu (Lars Perner, Ph.D.) http://buad307cast.com/audio/?p=66
Introduction to marketing, covering a variety of topics such as international marketing, consumer behavior, market research, segmentation, targeting, and positioning.]]> http://buad307cast.com/audio/?feed=rss2&p=66 noThis podcast covers basic issues in consumer behavior including decision making, perception, attitudes, attitude change, the family life cycle, framing, and priming. Consumer Behavior Lars Perner, Ph.D.This podcast covers basic issues in consumer behavior including decision making, perception, attitudes, attitude change, the family life cycle, framing, and priming. Consumer Behavior Marketing,Principles,Introductory,Marketing,Marketing,Fundamentals,Consumer,Psychology,Lars,Perner,Marshall,School,of,Business,USC,market,research,consumer,behavior,marketing,environment,social,responsibility,segmentation,targeting,positioning,prohttp://buad307cast.com/audio/?p=66 http://feedproxy.google.com/~r/Marketing_Fundamentals_Podcasts/~3/f0vHw9dHdqg/ http://buad307cast.com/audio/?p=61#comments Tue, 17 Feb 2009 04:16:05 +0000 perner@marshall.usc.edu (Lars Perner, Ph.D.) http://buad307cast.com/audio/?p=61
Introduction to marketing, covering a variety of topics such as international marketing, consumer behavior, market research, segmentation, targeting, and positioning.]]> http://buad307cast.com/audio/?feed=rss2&p=61 noThis podcast discusses marketing strategy.  Topics covered include strategic planning, market balance, the Boston Consulting Group Model, SWOT Analysis, Customer Analysis, and Competitor Analysis. Lars Perner, Ph.D.This podcast discusses marketing strategy.  Topics covered include strategic planning, market balance, the Boston Consulting Group Model, SWOT Analysis, Customer Analysis, and Competitor Analysis. Marketing,Principles,Introductory,Marketing,Marketing,Fundamentals,Consumer,Psychology,Lars,Perner,Marshall,School,of,Business,USC,market,research,consumer,behavior,marketing,environment,social,responsibility,segmentation,targeting,positioning,prohttp://buad307cast.com/audio/?p=61 http://feedproxy.google.com/~r/Marketing_Fundamentals_Podcasts/~3/UCvsxDzk2Cw/ http://buad307cast.com/audio/?p=58#comments Tue, 17 Feb 2009 02:17:26 +0000 perner@marshall.usc.edu (Lars Perner, Ph.D.) http://buad307cast.com/audio/?p=58
Introduction to marketing, covering a variety of topics such as international marketing, consumer behavior, market research, segmentation, targeting, and positioning.]]> http://buad307cast.com/audio/?feed=rss2&p=58 noThis podcast covers basic issues in international marketing.  Issued addressed include product adaptations, culture, economics, and selected laws of interest to U.S. firms doing business abroad. International Marketing Lars Perner, Ph.D.This podcast covers basic issues in international marketing.  Issued addressed include product adaptations, culture, economics, and selected laws of interest to U.S. firms doing business abroad. International Marketing Marketing,Principles,Introductory,Marketing,Marketing,Fundamentals,Consumer,Psychology,Lars,Perner,Marshall,School,of,Business,USC,market,research,consumer,behavior,marketing,environment,social,responsibility,segmentation,targeting,positioning,prohttp://buad307cast.com/audio/?p=58 http://feedproxy.google.com/~r/Marketing_Fundamentals_Podcasts/~3/Fx24ibA9K54/ http://buad307cast.com/audio/?p=55#comments Mon, 16 Feb 2009 06:33:42 +0000 perner@marshall.usc.edu (Lars Perner, Ph.D.) http://buad307cast.com/audio/?p=55
Introduction to marketing, covering a variety of topics such as international marketing, consumer behavior, market research, segmentation, targeting, and positioning.]]> http://buad307cast.com/audio/?feed=rss2&p=55 noThis podcast discusses social responsibility and the marketing environment.  Deceptive marketing practices and other proscribed practices are briefly discussed followed by a discussion of the text’s coverage of the hypothesis of “SustainabilitLars Perner, Ph.D.This podcast discusses social responsibility and the marketing environment.  Deceptive marketing practices and other proscribed practices are briefly discussed followed by a discussion of the text’s coverage of the hypothesis of “Sustainability.”  Practical ways for firms to profit on doing things beneficial to the World–often as more cost effective alternatives to advertising–are then discussed.  Finally, [...]Marketing,Principles,Introductory,Marketing,Marketing,Fundamentals,Consumer,Psychology,Lars,Perner,Marshall,School,of,Business,USC,market,research,consumer,behavior,marketing,environment,social,responsibility,segmentation,targeting,positioning,prohttp://buad307cast.com/audio/?p=55 Copyright (c) 2008 Lars Perner and the Marshall School of Business of USCLars Perner, Ph.D.nonadultMarketing Fundamentals (BUAD 307) Audio Podcasts