PERCEPTION IS REALITY

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• PERCEPTION IS REALITY

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Marketing 260Buyer Behaviour

• with Duane Weaver
• Week 1 Introduction Chp. 1

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Todays Outline

• Introductions
• Overview of Course Outline
• Overview of Course Text
• Overview of Cases and Teams
• Introduction to Buyer Behaviour

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Introductions - Instructor

• Duane Weaver
• B.Comm., M.D.Ed., IESNA
• CEO 2Birds1Stone
• Marketing, Business Computer Applications
  Instructor
• 20 years management experience (marketing)
• Manufacturing, Wholesale and Retail experience
• Positions Board of Directors, CEO, General
  Manager, International Sales Manager, Business
  Development Manager, Regional Sales Manager,
  Product Manager, Market Manager, Service Manager,
  Parts Manager, Account Manager,
  Marketing/Business Consultant, Instructor
• Enjoy sailing, soccer, badminton, golf and
  camping

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Introductions - Students

• Please use a sheet of paper and briefly answer
  the following
• Your first and last names?
• Something of interest about yourself?
• Why are you studying marketing?
• In one short paragraph describe what the
  following statement means to you
• PERCEPTION IS REALITY

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Course Texts

• Consumer behavior buying, having and being, 5th
  edition. Solomon, Zaichowsky, Polegato (2011).
• Learning With Cases 4th edition,
  Mauffette-Leenders, Rerskine, Leenders (2007).
• Case Studies Cases 1 2 are available online
  at http//web.mala.bc.ca/weaverd/Mark260
• Case Studies 3 through 3 are made available
  online except one that will be presented in class
  (check the class website)

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Course Outline

• Case based course.(Lecture and Seminar Case
  Presentation/Discussion)
• Case Process EXPECTATIONS
• Individuals read and watch case.
• Individual prepares case tool preparation sheet
  SHORT CYCLE (5 minutes max)
• Case team meets to discuss the case (in person or
  in a virtual meeting) all members SHOULD be
  present irrespective of assigned duties as the
  discussion is paramount to the collaborative
  learning important to human behaviour,
  specifically buyer behaviour.
• Teams prepare LONG CYCLE (division of labour
  appropriate). (1 hour each)
• Seminar Discussion
• presenting team develops presentation and rough
  draft of paper and presents preferred alternative
  (final paper due 1 week after presentation)
• All other teams develop and ask at least two
  questions of presenting team - hand in the short
  and long cycle preparation tool as well as the
  two prepared questions on the reverse (one sheet
  per team).

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Overview of Cases and Teams

• This course will take a case-study approach.
  Students will be asked to form study/case groups
  of 4-6 within the first week of classes.
• The groups are expected to work on the case
  assignments prior to each class as described
  above.
• Each group will be tasked with the responsibility
  of preparing and presenting cases at the end of
  each class as determined by the instructor.
• (See http//web.mala.bc.ca/weaverd/Mark260 for
  team case presentation schedule)

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GROUP CASE PRESENTATION/REPORTS

• Group Case presentations are due the class of the
  Case Analysis. All team members are expected to
  participate in some form during the presentation.
• They must be submitted in a report format as per
  the guidelines given by your instructor. (Please
  see http//web.mala.bc.ca/weaverd/mark260 )
• Late written case reports (without prior
  arrangement and for good cause) will be assessed
  a 10 daily penalty, up to three calendar days.
  Case reports handed in late beyond three days
  will receive a mark of 0 for that particular
  assignment.

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GROUP CASE PRESENTATION/REPORTS

• NOTE ALL STUDENTS on the case team will receive
  the same grade. Your team members will be your
  team for the entire course.
• In very rare/severe circumstances you may fire a
  team member if due diligence and process has been
  conducted to help the team dynamics and the
  individual in question and you have met with the
  professor well in advance of the case due date.
• The above team member most likely would be
  required to prepare and present an alternate case
  on their own as one of the alternatives to be
  discussed with the professor.

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Preparation for Next Class

• Have Read Solomon, et. al Chp. 1 and Chp. 2
• Read Learning With Cases Chp. 1-6
• We will form be forming CASE TEAMS Make sure your
  teams
• Have cultural diversity
• Personality styles that complement each other
• All can meet regularly at minimum once per week.

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• PERCEPTION IS REALITY