Syllabus of Marketing Management

Department of Marketing School of Business, Jilin University Spring 2006

Professor: Yu Hongyan, Ph.D. Office: Dongrong Building 614 Office Hours: By appointment Contact Numbers: 0431-5168833 E-mail: jlu-student@163.com Web site: http://mkt.haloso.net/ Class Meetings: 307 The Third Teaching Building Teaching Hours 8:00am-9:30am on Wednesday , 10:00am-11:30am on Friday (only odd week) Graduated Assistant Yuan Ping Xu Jianwei Wangyong Zang Jianpin Zhang Yanyan

WHAT THIS COURSE IS ABOUT: This is intended to be an integrative course that uses foundation knowledge for business, including various concepts and techniques, to solve marketing problems. The course investigates marketing from a managerial perspective, including the critical analysis of functions of marketing opportunity assessment, marketing planning and programming, marketing leadership and organization, and evaluating and adjusting the marketing effort. From this class, students learn to organize and integrate their understanding of marketing and business by pulling together ideas and concepts covered in a variety of previous courses and applying them to real-life case situations. The marketing project requires students to apply marketing skills and understanding to a real marketing situation, make recommendations for future marketing strategy and tactics, and communicate in both oral and written formats. COURSE OBJECTIVES: This course has three basic objectives: to teach students how to analyze business situations, to identify fundamental problems, and recommend solutions; to apply marketing management concepts to the identification of problems; to communicate the above accurately, both in speech and in writing. The class is designed to require the student to think and solve problems logically. As a result, broad assignments and research projects will be given. REQUIRED TEXT:

Philip Kotler, A Framework for Marketing Management, 2002, 2ed. William D. Perreault Jr.E. Jerome McCarthy Basic Marketing, Video Marketing Game To enhance your professionalism and marketing perspective, it is recommended that you read business

newspapers and magazines, such as the , and Marketing management E-mail address - I will use e-mail to generally communicate with the class, send reminder messages, and relay answers to questions that you may have between class meetings. For this reason, all students in MKT 2006 must have an e-mail address to which you have regular access.

Reference WEBSITE English

http://www.marketingpower.com http://www.msi.org/ http://scholar.google.com/ http://www.answers.com/ http://www.onelook.com http://www.jms.org.cn/ http://www.xdwu.com/ http://www.cmra.org.cn/ http://www.ecm.com.cn/ http://www.emkt.com.cn/ http://www.cb.com.cn/ http://www.marketingfront.org

Chinese

COURSE ACTIVITIES and GRADING POLICY: Written Marketing Plan and Oral Presentation (40 points) Presentations: In small groups (five students), teams will develop a comprehensive marketing plan. The course text, lectures, class exercises, and examples provide a strong foundation for the plan. Feel free to consult with me or TA on a regular basis. My review of your section drafts is in the spirit of continuous improvement - not graded, proactive, and from the vantage point of an important "customer." Presentations of team marketing plans provide an opportunity to present your hard work, creative ideas, and marketing knowledge to peers and instructor. Please prepare a professional presentation with PowerPoint that runs about approximately 16 to 20 minutes. Every member of your team must have a speaking role in the actual presentation. I am willing to preview your presentation and/or communication materials for an un-graded analysis and recommendations. Assignment (30 points) Some written and compute assignments are scheduled over the semester. Theses assignments are to be completed individually by each student. And my purpose is to improve your writing skill and data analysis ability.

Examinations (20 points) There are two examinations based on the textbook, class lecture material, and the marketing plan project. No make-up exams are given. If you do not take Exam 1, your Exam 2 will be worth 20 points. If you miss Exam 2, you will receive a zero for the exam. If extenuating circumstances necessitate the giving of an exam on a date other than on this course requirement, it will be a different exam so that its integrity is not compromised. Hence, any comparison to an exam that it is intended to replace will be invalid. Class Leadership, Participation (10 points) You are expected to not only attend, but to actively contribute to the learning experience of the class. Attendance, participation, and professionalism count toward this grade. Please feel free to raise questions, issues, and examples that add value to the class discussion, lecture, or other activities. A goal for this classroom is to have a positive, courteous, and respectful environment that is conducive to learning. GRADING CRITERIA: Group Assignment and Project* Individual Assignment Examinations Class Leadership TOTAL: 40 30 20 10 100

*All team project scores may be adjusted for peer evaluations All assignments and the marketing plan must be computer generated (double-spaced, with one-inch margin on all sides) on Microsoft Word. Correct format and nice edit style are required and there are penalties for non-conformance. All class assignments are to be immediately handed to the professor when requested in class. Usually this is done at the beginning of class on the date specified in the course outline. Be sure you allow adequate time to solve unanticipated problems. Submissions that are turned in late during class or within 24 hours of the professors request will receive half credit. Submissions that are more than 24 hours late will not be accepted. You will receive zero points for that submission. Submissions turned in outside of the classroom are at the student's risk.

CLASSROOM PROFESSIONALISM AND CIVILITY: Classroom professionalism and civility are to be maintained at all times. To create an environment that is conducive for education, appropriate social conduct is required. Pagers and cellular phones are to be turned off or set to vibrate. No eating, drinking, sleeping or chatting when class is in session. No walking out during exams or when class is in session without prior permission. Attendance will be taken. When the professors professional commitments delay or necessitate her absence, students are expected to work on the group project and any assignments due next. Pay attention please: You have to sing a song if you are late.

PERSONAL MESSAGE Welcome to MKT. As you can see, I have created a class experience founded on the guiding principle of marketing excellence in product development and a focus on customer orientation and satisfaction. After teaching at various universities, I believe students enjoy and learn most from classes that are well-organized, focused on creating skills applicable in the workplace, and able to showcase both individual and group work. So, throughout this syllabus, you will see evidence of this philosophy. I have high expectations for my students - expectations that you value, learn, contribute to, and show interest in this marketing class. From me, you can expect professionalism, preparation, helpfulness, timely responses to your work and questions, and cutting-edge (new ) information and thought in marketing. TENTATIVE SCHEDULE (subject to change):
DATE Week TOPIC Introduce by Tutor, TA and Student Overview of syllabus and course expectations Organize the groups ASSIGNMENT Activity of group: Vote leader of group Keep record of group discussion Give assignment 1: how to understand the core concept of marketing Readings: Reading Chapter

Feb 22

Feb 24

What is Marketing? Core Marketing Concepts Company Orientations

March 1

Defining Customer Value and satisfaction Give group assignment 2:CS The Nature of High performance business Readings; Delivering customer value and Satisfaction Attracting and retaining customers

what is meaning marketing 100 years of marketing

of

March 8

Developing a Marketing Plan

Group Assignment 1 Marketing Information system Marketing research Forecasting and demand measurement Role of consumer The factors of summers buy

Readings

March 10

Tutorial class(1)
Give Group Assignment 3: MIS 5

March 15

March 22

The consumer buying decision process

Group Assignment 2 Questions answers

March 24

Tutorial class(2)

March 29

Dealing with the competition Identifying market segments selection target markets Group Assignment 3 presentation Answer questions Exam 1 Developing positioning and differentiating products through the life cycle products through the life cycle Setting product and brand strategy and

April 5

Give Group Assignment 4: SWOT analysis of your target company

9 Tutorial class(3)

April 7

April 12

April 19

10

April 21 April 26 May 1-7

9 10 11

11 Tutorial class(4)

Group assignment 4 presentation

Spring Holiday Give Group Assignment 5 :Describe the target market and its behavior of your target company and

May 10

12

Designing and managing services Designing programs pricing strategies

12

May 17 May 19

13 13

13 Tutorial class(5)

Group Assignment 5 presentation

Give Group Assignment 5: Selecting and managing marketing Identify STP and then give us channels your suggestion. Managing retailing , wholesaling and market logistics Group assignment 6 presentation Designing and managing integrated marketing communications Managing the sale force

May 24

14

14

May 31

15

15 Tutorial class(6) 16

June 2

15

June 7

16

June 14

17

17 Tutorial class(7)

June 16

17

Project of marketing plan

June 21

18

Project of marketing plan

June 28

19

Review for exam

June 30

19

Exam 2

MARKETING PLAN PROJECT: Each team will develop a comprehensive marketing plan. Based on your experiences, insights, research and formal analysis, each team will develop the plan. The course is designed so class topics and discussions are directly tied to the marketing plan project. Sample plans and a marketing plan template will be made available. Students will be required to plan and conduct a marketing management project and present their findings in a formal report. It is the students responsibility to contribute to the team and insure that they get credit by having their name on the submission. If in the assessment of the teams colleagues, an individual members contribution averages less than 80 percent, then that member will receive that percentage of the groups grade. Members whose overall assessments total 80 percent or higher will receive the groups grade. A working understanding of the electronic databases available through Library is required to successfully complete the marketing management project. Part of the project will be devoted to reading and interpreting current business events.

Presenting Your Marketing Plan The following outline is a guide for developing the oral presentation for your marketing plan. Please present the information in a succinct, persuasive and enthusiastic manner. 1. Most Relevant External, Internal and SWOT Factors 2. Goals and Objectives for Marketing Strategy (use chart for presentation) a. Qualitative Goals b. Quantitative Objectives c. Justification (very important to show integration) 3. Marketing Strategy and Tactics Recommendations a. Describe Customer Group for this Strategy b. Benefits Sought by this Customer Group c. Internal Theme of the Marketing Strategy (helps audience remember key points) 4. Elements of the Marketing Strategy (use a chart) a. Product (new, maintain) b. Pricing (new, maintain) c. Placement and Distribution (new, maintain) d. Promotion and Communication (new, maintain) 5. Integration of Strategy (how 4 Ps work together; reinforce theme; sell it to audience)

TUTORIALS AND TUTORS:

You will be assigned to a tutor and one fifty-minute tutorial once a week. You will be advised of this during the first week of lectures
Tutorials are small group sessions designed to give you the opportunity to discuss topics and ideas that arise from the lectures and your reading, to practice skills, and to work with other students. It will be in your interest to attend and you are asked to make a personal commitment to do so. Part of your internally assessed work will also be presented in tutorials. You will receive important help and feedback on your assignments and learn essential skills. Further information on tutorial topics and exercises will be provided in lectures and tutorials as well as through the MART Course Outline on the Web site

TUTORIALS AND TOPICS:

GROUP ASSIGNMENT AND PROJECT

The group should select an organization as a target company based on your resources and interesting, play marketing department of the organization and be in charge of marketing action and other activity. The group should think about situation analysis, SWOT, segmentation, target market, brand or company position and how to carry out 4ps. And finally, the group has to make a marketing plan for the organization. Following assignments are the parts of group marketing plan. Each time, the group has to discuss with your teammates and record the discussion. And then, each group has to do an 8 minutes presentation in the tutorial class and hand in your hand out and slides through email. You can use English or Chinese. I prefer English. Group Assignment 1 March 10 Topic: Describing the core marketing concept of marketing based on your target company. Group Assignment 2 March 24 Topic: give us the attribute of customer perceive expectation and performance, the action of attracting and retaining customer though observing your target company and tell us what your suggestion is. Group Assignment 3 April 7 Topic: Describing Marketing Information system of your target company and tell us why and what is your suggestion. . Group Assignment 4 April 27 Topic: please do SWOT analysis of your target company. Group Assignment 5 Mat 19 Topic: Please describe the target market and its behavior of your target company. Group Assignment 6 June 2 Please identify market segments and select target market and its position, and then give us your suggestion.

1.

Due Dates

Oral group business presentation dates will be arranged in tutorials, and will take place between weeks beginning the March 10 and June 16, 2006 (see schedule earlier in this document). It is therefore imperative that you attend the first week of tutorials, to ensure you join a group. It is your responsibility to ensure you are assigned to a group before assessments start. 2. Introduction

The project is prepared as a group exercise. Your oral presentation and your presentation material (which must be handed in) will be graded. These oral presentations are designed to pull together many of the skills and concepts that you will learn during the semester. Participation is your initial step towards developing the confidence and skills needed to excel in your future career in business. For groups that work well together, this is a rewarding exercise. Your group will present orally to the tutorial, and then lead a discussion on the topic to the class. Everyone in your group needs to contribute to the oral presentation; failure to do so may result in a reduced mark. In order to successfully complete this presentation your group must: 1. Scan the current business literature. 2. Use some available secondary sources of information e.g. popular press, industry publications, promotional material, Internet items and/or some academic references. As a general guide, about 3-4 items should give you adequate material, with your text. 3. Present your analysis as a cohesive and stimulating oral presentation. Skill Outcomes: 1. Oral presentation skills. 2. Critical use of secondary information. 3. Knowledge and application of marketing theory

PRESENTATION SKILLS GUIDELINES: Good presentations are not just made by talented naturals. Outlined below are a number of specific strategies you can use to deliver an excellent presentation.

Preparation Identify the objectives. Gauge the audience: the formality of the event, the number present, their knowledge level, and tailor the presentation accordingly. Familiarise yourself with the room: try to control it as far as is possible, for example, seating and lighting. Ascertain how much time is available for the presentation, and if there is any order in which you will be presenting. Practice to make sure you will not run over time. Assess your abilities as a presenter: list your strengths and weaknesses. Organisation Write out the presentation as a guide but never just read it. Notes should only be used as prompts. Prepare audio-visual (AV) aids: which could include example/s of the subject of the presentation, or acetates (for more advanced presentations slides or videos may be options). Points to remember if using acetates: keep them uncluttered; four points maximum on each (about 25 words max); clear (typed if possible, in a large font

readable at a distance, AT LEAST 14PT). Dont put everything on acetate, it will reduce your presentation to nothing more than a series of overheads. Try to use the acetates as a way of staying organised during the presentation, by working from the OHP, rather than from A4 notes. Practice working with an OHP: turning it on, putting the acetate on the projector the right way (ensure you and the audience can read it). Remember not to block the material you are presenting, by standing in front of the OHP and thus projecting it onto yourself. Alternatively when presenting with a group, have another group member handle the AVs while you speak. If necessary, prepare clear and relevant handouts for the audience, as long as you feel that it will enhance rather than detract from your presentation. If the handout is long, do not distribute it until the end, otherwise people will just read it and ignore you. Rehearse, in order to develop a well written presentation and a smooth delivery, anticipate possible questions and practice responses. Check your timing. Too long, you will start rushing.

Delivery
Speak enthusiastically if you dont sound interested, its unlikely your audience will be interested in what you have to say. Use deep breathing techniques in order to relax. Speak clearly and loudly enough to be heard by all. Try to avoid ums and ahs. Take your time the most common mistake made is talking too fast. Do not read from your project or notes. Notes should only be used as a memory cue, TALK TO THE AUDIENCE. Begin with a strong introduction, in order to get your audiences attention. Introduce yourself, and the subject of your presentation, and establish when the audience can ask questions. Be yourself, but remember to keep it human. Include humour if it is appropriate and you feel confident about using it. Be aware of your body language, for example, slouching suggests informality, folding your arms suggests you are feeling defensive. Make eye contact with your audience. End on a high point, with a short summary and a strong conclusion. Thank your audience for their attention and ask for questions. Questions: if you cant answer the question say youll work on it and get back to them. Dont bluff, or argue. Remember you are in marketing: have confidence in yourself and your product.

Group Work Skills:

Working well in a group is an art. Each group member will bring different strengths and weaknesses to your team each is a unique personality. The art is to maximise the strengths for the benefit of your group, and minimise any weaknesses. Logistics Principles: Meet soon and often. Good groups get together early, and make dates for follow up meetings on a regular basis, WITH A STRONG COMMITMENT FROM EVERYONE TO GET TO EACH MEETING. A good reason for commitment is that better grades usually result from it. More problems result from the non-meeting of groups than from their meetings! Spend some time discussing times, days and places that suit every member to meet. Make sure you write them in your diary.

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Agree at your second and third meetings WHO will work on which section of the project and WHO will be responsible for the presenting of each section. In other words ALLOCATE ROLES so everyone knows exactly who is doing what. A timeline is also useful. This prevents all the work being done at the last minute by only one or two members of the group. Some groups find it useful to work out roles and timelines on a white board but dont forget to make a printed copy as well. Many groups decide to choose a leader. A natural leader may often emerge but it is worth making this explicit so everyone knows who the leader is and what his/her role is. This allows one person to keep an eye on the planning and timetabling of work. It should NOT mean that this person dominates all discussion or does all the work. Dont leave everything to the last minute. The most highly graded work has often been presented in draft form at the 3rd or 4th meetings, giving plenty of time for revision and polishing. Group input to draft work can be very valuable, as a kind of synergy can result from a group working well together which results in an outcome far better than might be expected from 3 or 4 individuals. A final integration is essential to a good result. Even if everyone has gone away to prepare a separate part of the project, you will still need to allow plenty of time for group revision. Make sure the whole project is conceived and written with a consistent flow, content and style and that all parts of the project are brought together as a whole.

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Teamwork Principles: Be aware that groups go through processes and that conflict may be part of the deal. Most groups go through a natural process of coming together, learning about each other, focusing on the task and its processes, focusing on social processes and completing the task. A group takes on a life of its own. It can and should be an enjoyable process if every member is committed to the task and the group. However some conflict is often experienced and this can be a necessary and even useful part of the process. Extreme disharmony is not useful; part of the leaders role may be to defuse any excess conflict.

Spend some time at your first meeting getting to know each other. This may sound
obvious but were suggesting inquiry into individual strengths and weaknesses as each member sees them and as they may be used on the project (e.g. Im really interested in research Ill do the competitors survey; Im not strong on writing skills but I can draw can I do some designs for the product concept and the ads?) Be flexible and remember the basic rules of communication ACTIVELY LISTEN to each other & be prepared to participate. Social processes can be as important as task (outcome) focus. Some people are naturally oriented to one or the other. Social process people will help to ensure smooth communications and flow in the project, often they will help reduce conflict and make the process enjoyable. Task outcome people will make sure you get a result! When conflict arises make time to talk it through and resolve it; if resolution appears impossible SEEK HELP EARLY from your tutor or the course co-ordinator. Conflict typically arises if one or two group members feel they are carrying the rest of the group. Discussion to re-allocate some work sections or find out why this is happening may be all thats needed for resolution. But if its not please seek help its part of the learning experience and part of why we have tutors. If you cannot resolve the issues with your tutors help a group meeting with the co-ordinator will be arranged.

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2006 MKT Assignments 1-6

Following assignments consist of two parts, one is essay and another is computer question. For essay, it is enough to write a paragraph through reading the textbook I tell you. For the computer question, you have to use SPSS or Excel to deal with data and give some explanation for your result.

Assignments 1
1. In a short essay, describe the buying interaction between a customer and Wal-Mart, incorporating the five conditions that must be satisfied so that exchange can happen. P.8. 2. In a short essay, describe the four levels of competition for FW-CW. P10-11. 3. In a short essay, discuss the following statement: The ultimate goal of a customer-centered organization is to maximize its customer satisfaction. P.41.

Assignments 2
1. 2. Michael Porter proposed three generic strategies for getting ahead in the marketplace. Explain the three and give examples of a company that uses each strategy. P.67. The marketing plan is an important document that helps firms achieve their goals. It is often used as a part of an overall business plan to help raise capital for starting, continuing, or growing a business. A typical marketing plan has eight sections; discuss them in their proper order.P.71-72
Blanche du Bois has been charged with heading up a committee to create a strategic plan for the School of Communication at a Midwestern state university. She knows she must begin by defining the corporate mission. Give her advice on what questions need to be asked by the committee, then answered in the mission statement. P.59-60. As a member of a management consulting group, you have been retained by a business to business office equipment manufacturer. The companys product line consists of the five strategic business unit shown in the table. Use the Boston Consulting Group portfolio analysis ( as figure 3.2) to determine each SBUs relative market share and whether the company as a whole is healthy. Make recommendations as to future strategies. SBU A B C D E DOLLAR NUMBER OF SALES COMPETIEORS 0.5 1.6 1.8 3.2 0.5 8 22 14 5 10 0.7 1.6 1.8 3.2 2.5 DOLLAR SALES OF THE TOP3 0.7 1.6 1.2 0.8 1.8 0.5 1 1 0.7 1.7 MARKET GROWTH RATE 15% 18% 7% 4% 4%

3.

4.

Assignments 3
1. Walnut Hill is a company that sells everything you could possibly need to make your own candles. Before its owner expands into other craft areas, she wants to do some marketing research. She has heard of too many companies that have gone out of business as a result of inappropriate or ill-timed expansion. In a short essay, explain the three types of market research firms from which she can buy market research. Then, offer her three suggestions on ways that she can obtain less expensive market research. P89

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2.

Aubrey, Will, and Miguel were watching the Arizona Diamondbacks on television when a Dodge truck commercial came on followed shortly by one for Toyota trucks. Will is in the market for a new truck, so he paid close attention to both commercials. Aubrey saw the same commercial and wondered why anyone would want to run a shiny new truck through all that mud. If you had to drive it in the mud, then a truck was not for her. Miguel used to have a Toyota truck and decided that if his experience were any indicator, the Toyota truck truly is the mayor of Truckville. In a short essay, discuss how their responses to the TV commercials illustrate perception? P118 calculate index number from the data below and then select the best demographic target from among those listed.(Calculate percentage first.) Show work below. Education of fruit drinkers Attended college Graduated high school Did not graduate high school Bases Population size 13238000 24295000 23798000 61331000 Number of users 1659000 2587000 1946000 6192000 Index

3.

4. Calculate the BDI(Brand Development Index) and CDI( Category Development Index) of the following two markets, and explain the implications of each index number for seeking in each market Population 2841000 1824000 231000000 Brand Sales 2781000 873000 90000000 Category sales 21680000 6480000 800000000

Seattle Toledo Total U.S. Answers:

Percent of U.S. Brand Sales Seattle Toledo

BDI

Percent of U.S. category sales

CDI

Population

Assignments 4
1. A Chinese manufacturer of small and inexpensive motorcycles (125cc to 250cc engines, probable retail prices $1,200 to $2,100) decides to enter the U.S. market, as they see very little competition in that power range. You are asked to help them decide how to segment the U.S. marketplace for small motorbikes. Using the Major Segmentation Variables for Consumer Markets, discuss three or four possible segments which might be targeted by the Chinese concern. Include a brief explanation for why this segment might be a good one to consider. P175-179 Please deal with data given in SPSS and then segment the market, target your market and tell us your position.(I will provide the data to you )

2.

Assignments 5
1. Detail Aakers five levels of customer attitude toward a brand. What is brand equity and how is it related to the Aakers five levels? P.218 2. Competition in the soft drink industry is intense. In a short essay, describe a soft drink brand you are familiar withCoca-Cola, Fanta Orange, 7Up, Mountain Dew, etc.in terms of the six levels of meaning a product brand has.P217
3. Assume that you are the brand manager for the VW Jetta. You would like to know how to position your car in national advertisements. You start by measuring perceptions of your car versus the top three

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competitors. The data is shown below: a) table 1 presents data from research conducted to determine the attributes that consumers consider important in the purchase of an automobile. The survey research was performed with 100 subjects Table 1
Rating Benefits Fuel Efficiency Styling & design Low maintenance Low cost of parts Good reputation 10 10 15 5 10 15 15 15 15 15 10 15 15 10 1 2 3 4 5 25 35 20 15 15 6 35 15 20 20 20 7 40 10 25 15 15 100 100 100 100 100

b) table 2 when asked to rate each car on each benefit, on a scale of 1 to 7 , where 7 is the highest rating, subjects gave the following table 2
Average Ratings for each brand on each benefit Toyota Benefits Fuel Efficiency Styling & design Low maintenance Low cost of parts Good reputation Tercel 7 4 7 7 5 VW Jetta 4 1 1 1 2 Chevy Camaro 4 1 3 4 1 BMW 525 3 5 6.7 2 6.5 Infiniti Q45 5 7 5 3 7

Questions 1) calculate the means and share of perception for the brands 2) Develop a semantic differential for each vehicle 3) Create a 2 dimensional map and position the vehicles in this 2 dimensional space 4) Which positions should you take to advertise your brand in the market place,? Explain 5) In terms of advertising strategy, should you attack competitors through comparative advertising,? Explain

Assignments 6
1. Diamond Machine Technology makes a tool for sharpening the blades of pruning sheers and glass clippers. The company has invested $250,000 in developing this sharpener. This tool, which is about the size of a piece of chewing gum, costs $3 to make. Fixed costs for the sharpener is $10,000. The company expects to sell 100,000 sharpeners this year. Diamond Machines markup on sales is 30 percent, and it wants to earn a 20 percent ROI. Calculate both its markup price and its target-return price as well as its breakeven volume at both prices. Which price should Diamond Manufacturing use? p. 250-252

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2.

Moonstruck Chocolates of Portland, Oregon, started out in the inventors home as a unique chocolate product containing delicious alcohol-enhanced fillings. Once the product was perfected, the owners decided that they had no expertise in marketing the chocolates and looked to consultants to tell them what marketing intermediaries could do for them. What did the consultants probably explain were the key functions of marketing channel members? P.269