Mktg-6383

Marketing Theory and Strategy

Fall 2016
Time: 6:30 pm 9:40 pm
Day: Thursday
Room: B007
Course Coordinator
Prof. Dr. Zulfiqar Ali Khan
dr.zulfikar@ucp.edu.pk 042-35880007 . Ext 224
Students Hours: 14:00 to 16:00 (from Monday to Thursdays)
This course is intended to provide students a broad exposure to major theories in
marketing. The seminar will examine frm-level strategic and tactical decisions. We
intend to cover a set of conventional topics (targeting and positioning, advertising,
pricing, product design, sales promotion, retailing, sales force management) as well
as some trendy topics (like customer relationship management (CRM), online
marketing and privacy, and interface with other areas).
You will develop knowledge of the key marketing theories, frameworks and models,
alongside an understanding of current and emerging business and marketing
practices used by leading organizations worldwide. This program focuses closely on
areas including digital marketing, business to business marketing, marketing theory,
marketing strategy and marketing management fro a global perspective. It explores
management in a broader context, looking at ranging from strategic management to
international HRM
Reaction papers: For each session, every student needs to submit a 1-2 page
commentary on the readings to be discussed in the session. (1-2 pages for all the
papers) Your paper should do a minimum of mere summary; and instead discuss
the readings and summarize your reactions.
Term paper: The term paper is expected to address an important issue in
marketing strategy/tactics. The paper shall describe (1) substantive marketing
issues to be addressed and related literature, (2) research questions to be
investigated and relevant literature, , and (3) a proposal for the research design.
The proposed research design can be analytical or empirical, may involve feld data
or laboratory experiment, depending on your technical expertise. The paper will be
due10 days after the last class. A progress report will be requested in the middle of
semester.
Students will be asked to look for interesting marketing practices and bring to class
for discussions. This serves two purposes: to generate ideas for term papers and to
learn drawing research questions from real world observations.
Business 9804a
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Marketing Theory
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Academic
Integrity

Business 9804a
Marketing Theory

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2011

Plagiarism: You are reminded that plagiarism (representing another persons

ideas, writings, etc., as ones own) is a serious academic offence; the ultimate
penalty is expulsion. We expect you to write reports, exams, etc., in your own
words. Whenever you take an idea or a passage from another author, you must
acknowledge your debt by appropriately citing your source(s). Western uses
software to check for plagiarism. You might be required to submit your written
work in electronic form for plagiarism checking.
Statement on Academic Offences: Scholastic offences are taken seriously and
students are directed
to read the appropriate policy, specifcally, the defnition of what constitutes a
Scholastic Offence, at the following Web site:
http://www.uwo.ca/univsec/handbook/appeals/scholastic_discipline_grad.pdf
Academic Handbook, Exam, Course Outlines Page 4 Issued: 2011 02.
Topics and
Schedule
Session (Day)

Topic

1 (Sep 9: AM)

Introduction: Marketing
Disciplines
Market Orientation

2 (Sep 9: PM)

Product Life Cycle

3 (Sep 30: AM)

Customer Equity/CRM

4 (Sep 30: PM)

Market Defnition, Segmentation,

Positioning

5 (Oct 21: AM)

Product/technology

6 (Oct 21: PM)

Pricing

7 (Nov 4: AM)

Due: Progress Report for Term

Paper
Advertising/Branding

8 (Nov 4: PM)

Consumer Interactions

9 (Nov 18: AM)

Sales promotion

10 (Nov 18: PM)

Channel management

11 (Dec 2: AM)

Sales management

12 (Dec 2: PM)

Retailing

Session 1 (Sep 9: AM): Introduction

Biggadike, E. Ralph (1981), The contribution of marketing to strategic
management, the Academy of
Management Review, 6 (4), 621-632.

Brinberg, David and Elizabeth Hirschman (1986), Multiple Orientations for the
conduct of Marketing
Research: An Analysis of the Academic/Practitioner Distinction, Journal of Marketing,
50 (4), 161-173.

Anderson, Paul (1982), Marketing, strategic planning and the Theory of the Firm,
Journal of Marketing,
46 (2), 15-26.
Session 2 (Sep 9: PM): Market Orientation/Product Life Cycle
Kohli, Ajay and Bernard jaworski (1990), Market orientation: The construct,
research propositions, and managerial implications, Journal of Marketing, 54 (2),
1-18.
Siggelkow, Nicolaj (2001), Change in the presence of fit: The rise, the fall, and the
renaissance of Liz
Claiborne, Academy of Management Journal, 44 (4), 838-857.
DeBruicker, F. Steward and Gregory L. Summe (1985), Make sure your customers
keep coming back,
Harvard Business Review, January-February, 92-100.
Lambkin, Mary and George S. Day (1989), Evolutionary Processes in Competitive
Markets: Beyond the
Product life Cycle, Journal of Marketing, 53
(3), 4-20. Additional (optional) readings:
Day, George (1994), The capabilities of market-driven organizations, Journal of
Marketing, vol. 58, 3752.
Levitt, Theodore (1965), Exploit the product life cycle, Harvard Business Review,
Nov-Dec., 81-95.
Session 3 (Sep 30: AM): Customer Relationship Management/Customer
Equity
Lemon, Katherine, Roland Rust and Valerie Zeithamal (2001), What drives
customers equity,
Marketing Management, 10 (1), 20-25.
Reinartz, Werner J. and V. Kumar (2000), On the profitability of long-life customers
in a noncontractual setting: an empirical investigation and implications for
marketing, Journal of Marketing, 64 (4), 17-35.
Gupta, Sunil, Donald R. Lehmann, and Jennifer Ames Stuart (2004), Valuing
customers, Journal of
Marketing Research, 41 (1), 7-18.
Keiningham, Timothy L., Bruce Cooil, tor Wallin Andreassen, and Lerzan Aksoy
(2007), A longitudinal examination of net promoter and frm revenue growth,
Journal of Marketing, 71 (3), 39-51.

Session 4 (Sep 30: PM): Market definition and segmentation

Levitt, Theodore (1960), Marketing Myopia, Harvard Business Review, 38 (4), 4556.
Day, George, Allan Shocker, and Rajendra Srivastava (1979), Customeroriented approaches to identifying product-markets, Journal of Marketing,
43 (4), 8-19.
Wind, Yoram (1980), Issues and advances in segmentation research, Journal of
Marketing Research, 15 (3), 317-337.

Mela, Carl, Sunil Gupta, and Donald Lehmann (1997), The long-term impact
of promotion and advertising on consumer brand choice, Journal of
Marketing Research, 34 (2), 248-261.
Libai, Barak, Das Narayandas and Clive Humby (2002), Toward an individual
customer proftability model: a segment-based approach, Journal of Service
Research, 5 (1), 69-76.
Session 5 (Oct 21: AM): New Product
Grifn, A. and J. Hauser (1993), The voice of the customers, Market Science, vol.
12, no.1, pp.1-27.
Green, P. And V. Srinivasan (1978), Conjoint analysis in consumer research,
Journal of consumer research, vol. 5, no. 2, 103-123.
Workman, John P. (1993), Marketings Limited Role in New Product Development in
One Computer
Systems Firm, Journal of marketing research, 30 (4), 405-421.
Mahajan, V., E. Muller, and F. Bass (1995), Diffusion of new products: empirical
generalizations and managerial uses, marketing science, vol. 14, no. 3, part 2
of 2, 79-88.
Sood, Ashish and Gerard Tellis (2005), Technological Evolution and Radical
Innovation, Journal of
Marketing, Vol. 69, July,
152-168. Additional
(optional) reading:
Hauser, J., G. Tellis, and A. Grifn (2006), Research on innovation: a review and
agenda, Marketing
Science, vol. 25, no. 6, 687-717.
Session 6 (Oct 21: PM): Pricing
Malhotra, Naresh, Peterson, M., S. Kleiser (1999), Marketing Research: A State-ofthe art Review and
Directions for the Twenty-first century, Journal of the Academy of Marketing Science,
27 (2), 160-183.
Levy, Daniel, M. Bergen, S. Dutta, and R. Venable (1997), The magnitude of menu
costs: direct evidence from large U.S. supermarket chains, Quarterly Journal of
Economics, August.

Kalyanraman and Winer (1995), Empirical generalizations from reference price

research, Marketing science, Vol. 14, 3, G161-169.
Simon, Hermann and Robert Doman (1998), Price Customization, Marketing
Management, 7 (fall), 1017.
Additional (optional) reading:
Cooper, R. And R. Kaplan (1988), Measure Costs Right: Make the right decisions,
Harvard Business
Review, Sep-October, 96-103.

Session 7 (Nov 4: AM): Advertising/Branding

Lodish, L., M. Abraham, S. Kalmenson, J. Livelsberger, et al. (1995), How TV
advertising works, Journal of Marketing Research, May, 125-139;
Plus Commentary article by Dwight Riskey, How TV advertising works: An
industry response,
Journal of Marketing Research, May 1997, 292-293.
Edell, Julie and Marian C. Berke (1987), The power of feelings in understanding
advertising effects,
Journal of Consumer Research, 14 (3), 421-433.
Tellis, Gerard (1997), Effective frequency: One exposure or three factors, Journal of
Advertising
Research, July-August, 75-80.
Goldfarb, Avi and Catherine Tucker (2010), Online display advertising: targeting and
intrusiveness,
Marketing Science.
Yang, Yupin and Mengze Shi (2011), Rise and Fall of Superstars, International
Journal of Research in
Marketing.
Session 8 (Nov 4: PM): Consumer Interactions
Godes, David et al (2005), The frms management of social interactions,
Marketing Letters, 16, , 415428.
Chevalier, Judith and Dina Mayzlin (2006), The effect of word of mouth on sales:
online book reviews,
Journal of Marketing Research, August, 345-354.
Van den bulte, Christophe and Gary Lilien (2001), Medical innovation revisited:
social contagion versus marketing effort, American Journal of Sociology, 106 (5),
1409-1435.
Shi, Mengze and Andrea Wojinski, Money talks: Intrinsic Motivation and Extrinsic
Rewards, working paper.
Godes, David and Dina Mayzlin (2009), Firm-created word of mouth, Marketing
Science.
Session 9 (Nov 18: AM): Sales Promotions (incentives for customers)
Blattberg, Robert C. And Scott Neslin (1989), Sales Promotion: the long and short of
it, Marketing
Letters, 1 (1), 81-97.

Dhar, Sanjay and Stephen Hoch (1996), Price discrimination using in-store
merchandising, Journal of
Retailing, 17 (January), 17-30.
Kalra, Ajay and Mengze Shi (2010), Consumer value-maximizing sweepstakes,
Journal of Marketing
Research, April.
Lu, Steven and Mengze Shi (2010), Loyalty Program in Asymmetric Duopoly,
working paper.

Busse, M, J. Silva_Risso, F. Zettelmeyer (2006), $1000 cash back: the

pass-through of auto manufacturer promotions, American economic
review.
Session 10 (Nov 18: PM): Channel management
V. Kasturi Rangan, Melvyn A. J. Menezes, and E.P. Maier (1992), Channel
selection for new industrial products, Journal of Marketing, vol. 56, issue 3.
Bradach, J. L. (1997), Using the Plural Form in the Management of Restaurant
Chains, Administrative
Science Quarterly, vol. 42, no. 2, pp. 276-303.
Messinger, Paul and Chakravarthi Narasimhan (1995), Has power shifted in the
grocery channel?
Marketing Science, vol. 14, No. 2, 189-223.
Bergen, Mark, Jan B. Heide, and Shantanu Dutta (1998), Managing gray markets
through tolerance of violations: A Transaction Cost Perspective, Managerial and
Decision Economics, 19: 157-165.
Session 11 (Dec 2: AM): Sales management
Hewitt Sales Compensation Survey (2005). Hot topics in sales management
Elling et al. (2002), Making more of pharmas sales force, McKinsey Quarterly, no 3.
Lim, Noah (2010), "Social Loss Aversion and Optimal Contest Design," Journal of
Marketing Research, 47 (4), 777-787.
Cui, Tony, R. Raju and Mengze Shi (2010), Pay equity and s-shaped incentive
schemes, working paper.
Session 12 (Dec 2: PM): Retailing
Steiner, Robert (2004), The nature and benefts of National Brand/Private label
competition, Review of
Industrial Organization, 24, 105-127.
Hosken, Daniel and David Reiffen (2004), How retailers determine which products
should go on sale:
evidence from store-level data, Journal of Consumer Policy, 27, 141-177.
Maruca, Regina Fazio (1999), Retailing: confronting the challenges that face bricksand-mortar stores,
Harvard business review, July-august, 159-169.
Dholakia, Utpal (2010), How effective are groupon promotions for business,
working paper, Rice university.