Marketing 210
Principles of Marketing
(Regular 15 Week Term: In-Class lectures, midterms and exams
with Web Delivered Assignments and Simulation)
All Class Sections for Spring 2014 (as of April 7.)
This page is update about every 10 days with opportunities
for participation points and modified slides etc. Check it regularly!
Dr. Ted Mitchell ( or phone 356-6234). AB 310C, office hours; Before and after class or by appointment
Dr. Jonathan Hasford ( AB 310A Office Hours; by appointment

Cyndi Cai ( office hours: Monday 2:30-3:30 room AB 402

If you wish to check your answers on previous exams please contact us immediately after the scantrons are returned.
The week before the next test is too late. With 320 students in this class it is unreasonable to assume that faculty will be available on demand in the week before each test. In all your e-mail please include your full name, course and section number, industry and team number. (We have over 320 students and we don't want to miss anybody)

NEW Percent Grade for game 6:
Game 6 was played over the Spring Break and was extended for a week: it is worth 30 points

Percent Grade for Game 4; Remember you must actually play the game to be rewarded points

Times and Room
all Class Sections Meet in room DMS 110 from 4:00 to 5:15 Monday and Wednesday afternoons

Signing up and paying for the Biz-Cafe Simulation
In order to register, the student will go to the web site Then click the "First-time student? Click here for a walk-through!" link. About halfway down the next screen there is a link to go to the course code form page. There is a field to enter the Course Code for Marketing 210.
The course access code for the Mkt 210 class is UNR15597
After entering the course code, the student will be given a form to fill out, which will then generate a student ID for them and allow them to login. Once they have logged in, they can then click the order tab to enter their access code. The course code is needed only once for the student to receive their ID information for playing the simulation. The ID and Password is automatically mailed to each after he or she has registered.

Students should only enter the course code and fill out their information to register once. After that, they should log in with the user ID and password they receive, not the Course Code. If students don't receive an email with their user ID and password after registering, they should contact the help desk at

All students must have submitted payment for the simulation by midnight Thursday Jan 30. The official start time for the game is Monday, Feb 3. It is NOT sufficient to get an i.d. and password to play the simulation. You will NOT be assigned to a firm/industry until Interpretive Simulations receives your payment for the game by Thursday Jan 30. If you are not assigned to a firm, then you lose 5 points. You can not be given a firm until the first game is over and before it is reset for a new game. Once a new game has been started, then new students can not be added to the game. Every student will have his or her own firm and will compete against the computer.

if you have any difficulties accessing or using the game, then email the help desk at
Do not contact me if you are having a problem inputting your decisions into the simulation site, I do not have access to the server.

General Course Outline

NOTE: the address for this web site is

All students are expected to have an e-mail address and access to the World Wide Web because
1) Students are expected to check the web site before class for the latest lecture notes and slides.
2) Review problems and notes will be found on the web site.
3) A marketing simulation is a major component of this course
and Students should
the web site for results of your decisions at

Objectives of The Course

The MKT 210 course is designed to help students identify and understand the basic concepts used by marketing managers and the issues involved in the application of these concepts. The general goal is to have students learn the nature of some key marketing terms, problems, and the basic methods managers use to solve these problems. Students who wish to master the principle concepts in marketing are required to master approximately a dozen major marketing models and paradigms, ten major processes, forty-five typologies, set of attributes and continuums, and a glossary of approximately 270 terms and definitions. These principles are the scales that one must learn in order to play the music of management. A person does not need to play an instrument to participate in music appreciation, but one needs to know more than how to play a radio if one wants to play in an orchestra. There are many people who have learned to do management without taking courses in marketing just as there are many people who can make noise and play radios. If one wants to do what marketing managers do and at the same time understand why they do it, then one needs to master the common principles of marketing.

Every modern manager must feel comfortable answering daily e-mail and having his or her thoughts made public on the Internet. It goes without saying that the Internet and the World Wide Web play a major role in this component of the course. The course requires that students actively participate using the Internet. The students should complete the assignment before they can take the examinations. There is a Web based Marketing Simulation Game that requires a weekly decision.

A major component of the learning in this course occurs on-line using web assignments and a marketing simulation game. Every student can have control over a virtual coffee shop. The Biz-Cafe Simulation is designed to help students apply the analysis and evaluation tools learned in class to a realistic management situation. To be entered into the list of firms, all 210 students must get an i.d. and password from the Interpretive web site. With the i.d. and the password, the student can log on to the site at Interpretive Simulations and pay for the simulation game.

All students are expected to have a valid e-mail address and access to the World Wide Web. Review problems and notes will be found on the Web.

Required Texts:
1) Principles of Marketing Management, Compiled by Ted Mitchell, McGrawHill Learning Solutions, 2012
2) Student manual for the Biz-Cafe Simulation Game
All students are required to sign up to be players in the Biz-Cafe Simulation Game. Students are expected to read the student player manual. The simulation game can be accessed at Biz-Cafe Simulation

Grading For Course:
Percentage of Points Needed For Letter Grades

 A = 85 - 100%  B+ = 77 - 79%  C+ = 67 - 69%  D+ = 57 - 59%
 A- = 80 - 84%  B = 74 - 76%  C = 64 - 66%  D = 54 - 56%
 F = 0- 49%  B- = 70 - 73%  C- = 60 - 63%  D- = 50 - 53%

Grade Allocation for Course Activitities
The university does not allow e-mail posting of grades due to security concerns.
With large numbers of students it is NOT possible for the faculty to calculate partial grades
or individualized grades to-date for the student. Students must pick up the results of the tests (the scantrons) in class

Game 1 Biz-Cafe: Marketing Simulation Practice Game (Signed up successfully and play a complete game of 16 decisions (4 months of operation) Starts on Monday Feb 3
New (Results for completion)

5 points
Game 2 Biz-Cafe: Practice Game Building awareness levels and identifying the 4 P's of marketing management. Find the optimal approach to building customer awareness by the end of turn 9. (You must finish decision 9 and see the income statement at the end of the second month)
New (Results for completion)
5 points
Game 3 Biz-Cafe: Practice Game Identifying types of costs and the finding the optimal price for a medium size cup of coffee New (Results for Completion) 5 points
Game 4 Biz-Cafe: Higher profits Receive Higher Points Game Game with single size cup of coffee. Goal maximize cumulative profits (retained earnings) Points are awarded over a normal distribution.
Percent Grade for Game 4
20 points
Game 5 Biz-Cafe: Practice game identifying optimal prices for the different sizes of coffee. 5 points
Game 6 Biz-Cafe: A Higher profits Receive Higher Points Game with three sized cups of coffee. Goal maximize cumulative profits (retained earnings) Points are awarded over a normal distribution.
NEW Percent Grade for game 6:
30 points

 NOTE: 70 points are tied to the simulation game. It is worth a serious amount of the student's time.

Midterm #1 on Chapters 1, 2, selected parts of 13, and definitions and limits in Biz-Cafe simulation manual 30 points
Midterm #2 on Chapters 1, 2, 3, 4, 5, 6, selected parts of 13, definitions and limits in Biz-Cafe simulation manual 30 points
Midterm #3 on Chapters 7, 8, and 9 30 points
Midterm #4 (last day of class) on chapters 10, 11, and 13 30 points
Special in-class assignments and participation 10 points
TOTAL Available Points 200 points


Calculating Your Points:
If you score 92% on a midterm exam, then you receive 92% of the available points.
That is to say, you get 0.92 x 25 = 23 points for that midterm term.

If you complete 70% 0f the special in-class assignments and participation, then you receive 70% of the 10 points available for in-class assignments. That is to say, you receive 10.5 of the 15 points.

Make-up Exams will be available for students participating in University Athletics or with medical reason or a doctor's note for missing a scheduled midterm. The University does not consider weddings, graduations, birthdays, etc. as valid reasons for missing any test or class. The make-up exam must be completed within 7 days of the scheduled exam. Make-up exams may have essay questions as well as multiple choice questions. The final make-up test will be held at the exam times reserved for the class in the final exam week.

Basic Course Outline with Topics and Notes for Each Week

Week 1
Jan 22

Discussion of MKT 210 Course Outline and schedule
Introduction to Principles of Marketing Management
Marketing Today: Chapter 1
Misconception and the Marketing Concept (Slides)
Sign Up
for the Biz-Cafe Simulation Game. Email and get your i.d.and password for the New Shoes Simulation Game, These are needed to register and pay for access to the simulation at

Week 2
Jan 27.

Finish Chapter 1 and Introduce Chapter 2
The Four P's and small m of Marketing (slides)

Week 2,
jan 29, Sign Up for the Biz-Cafe Simulation Game at You must be a paid up member of a team to receive points for participating in the simulation

Strategic Marketing and the Marketing Plan Chapter 2
Elements of Marketing Strategy and Planning, Chapter 2 (notes)
Portfolio BCG, SWOT, Growth in Product-Market Combinations (Slides) Game #1 in Biz-Cafe Game will start next Monday. All students in the course must be signed up by midnight Thursday Jan 30


Week 3
Feb 3

Start Biz-Cafe game #1

Learning Points for Biz-Cafe
Basics Marketing Metrics Chapter 13 pps. 336-344
Definitions of Marketing Metrics and Practice Problems: this chapter provides definitions of marketing terms and ratios drawn from a basic operating statement. Students will want a firm grasp of these performance measures and will need to know them in order to do well on the exams and in the simulation game.

    (Income) Return on Sales
    Revenue, COGS, Gross Profit in
    Basic Income Statement (Slides)
    Gross Return on Sales (aka markup on price)
    Net profit and Return on Sales
    Marketing Expenses

    Download and start reading pdf copy of student handbook for the simulation games Student manual for Biz-Cafe
    It is crucial that students be able to read an income statement (aka operating statement) to play the Biz-Cafe game.Most of the accounting and mathematics that you need to play the game well are in the student manual.

Week 3
Feb 5

Reviewing types of Decisions Made in the Biz-Cafe Game
Product Life Cycle, Chapter 3 (Notes)
Product Life Cycle PLC ( Slides)

Week 4 Start Biz-Cafe #2
Feb 10****** Midterm Exam #1 ********

Drawn from Chapters 1 & 2
Parts 1, 2, 3, of Chapter 13
in Part 4, markup on cost, markup on price and converting markup on cost to markup on price
There are some questions on the upper limits of decisions and key variables in the Biz-Cafe game.
Questions to test understanding of the basic income statement and types of costs used in the game

A key objective of this course is to have students read the text.
Problems and definitions about the income statement are drawn from Chapter 13
Sample Multiple Choice Questions Ch1. and Ch2
Math and Income Statement Review Problems from Chapter 13
The crucial ratios are Markup on price, Gross Return on Sales, Net (Income) Return on Sales
Revenue, COGS, Gross Profit in
Basic Income Statement (Slides)

Week 4
Feb 12

Segmentation (J-notes), Targeting and Positioning, (J-Slides)
Segments in Biz-Cafe Simulation
as Homogeneous Response Functions, Competition with-in the segment.
Reviewing Difficult Questions on the First Midterm
1) Marketing Concept, 4P's and Marketing Management
2) Measures of Profit Generating Efficiency: Net Return on Sales, Gross Return on Sales, Markup on Price

Week 5 President's Day Feb 17


Week 5 Feb 19

Fixed Date Finish game #2 by midnight
Thursday morning start game #3

 Marketing Metrics and Mathematics,Chapter 13, part 4,
New The Markup Machine (Slides)
The Basic Ratio of Markup on Price, Markup on Cost Cost, Convertisng Markup on Cost to Markup on Price (Short lecture Slides)
Breakeven Analysis pps. 120-121
Chapter 13 Breakeven Analysis (Slides)
Breakeven Revenue (BER) Part 4 of ch 13
Breakeven Quantity (BEQ) Part 4 of ch 13 and Chapter 5
Breakeven Price (BEP) or average cost Part 4 of ch 13

Week 6 Feb 24

The 5 C's of Pricing Management (see Chapter 5 Notes)
1) How to set a Price: Cost-Based Pricing (Slides)
Should be able to answer 12 potential questions (Slides)

Week 6 Feb 26

Fixed Date Finish Game 3 by midnight
Start Biz-Cafe Game #
4 on Thursday Morning

Cost Plus "Profit" Pricing (see Chapter 6 Notes)
Cost Based Retailer Markup vs Manufacturer ROS (Slides)

Week 7
March 3
2) How to set a Price: Competitive-Based Pricing (Slides)
Average Competitor's Price and Average Product Quality

Week 7
March 5
New 1 paragraph business plan (Slides)
Fixed Date Finish Game #4 by midnight
Start Biz-Cafe Game #
5 on Thursday Morning

3) How to set a Price: Demand-Based Pricing
Demand Curves and Elasticity
Demand in Biz-Cafe
Elasticity of demand or the Sensitivity of Markets to Price Changes (Slides)
(For a more indepth discussion of elasticity see chapter 20, p508)

Week 8 March 10
Customer Perceived (Expectancy) Value Pricing (Slides)
Example of Expectancy Value Pricing (Slides)

Review basic performance metrics: Four Questions on Markup (slides) and ROS (Note)
Week 8
March 12
****Midterm #2****
Review Questions on PLC. chpt 3
Review Questions on Segmentation ch 4
Review Questions on Pricing. ch 5 & 6
math review/income questions for Midterm 2

Review the Appendix for chapter 6 (notes on three approaches to setting a price with 35 potential exam questions)
Fixed Date: Finish Game # 5 midnight
Thursday morning Start Biz-Cafe Game #6
Goal to maximize cumulative Profits over 4 months

Midterm #2 on Chapters 1, 2, 3, 4, 5, 6, the appendix for chapter 6 and parts 1,2,3,4 of Chapter 13
NEW Percent Grade for Game 4
; Remember you must actually play the game to be rewarded points
Game 6 is played over the Spring Break and is worth 30 points
Week 9 March 17-21 Spring Break

Week 10 March 24

Introduction to Product Management Chapter 7 (J-Notes)

Week 10 March 26
Fixed Date: Finish Game 6 at midnight

Chapter 7 on Product Management. Chapter 7 (J-Notes)
Customer Evaluation of Product Characteristics for customer satisfaction and market share, Brand Switching, Dual Users
What is a product? (J-slides)

Week 11 March 31 Introduce Supply Chain and Channel Management, Chapter 8
Channels and Vertical Marketing systems (slides)

Week 11 April 2

Introduction to Integrated Marketing Chapter 9, (J-notes)
Introduction to Integrated Marketing Chapter 9 (J-Slides)

 Week 12 April 7
NEW Percent Grade for game 6:
Integrated Communications Chapter 9 (J-Slides)
Week 12 April 9

IMC Chapter 9

Week 13 April 14 *****Midterm #3 ******
Chapters 7, 8, and 9

Review Questions on Product Management Ch 7 (Sample Questions)
(Additional Sample Questions)
Review Questions on Supply Chain and Channel Management, Ch 8
(Sample Questions)
Review Questions on IMC Ch 9 (Sample Questions) (Additional Sample Questions)
Week 13 April 16

Introduction to Advertising Sales Promotions Chapter 10 (J-Notes)
Advertising and Promotion (J-Slides)


Week 14 April 21

Finish Chapter 10 on Advertsing and promotion
Week 14 April 23

Personal Selling and Sales Management
Chapter 11 (Slides) and (J-notes)


Week 15 April 28

Chapter 12 Introduction to Consumer Behavior (J-Notes)
Chapter 12 Consumer Behavior Slides (J-Slides)

Week 15 April 30

Finish Chapter 12 on Consumer Behavior
Make Decision #12 in Game 3 by midnight

Week 16 May 5 *****Midterm #4***** Review Question on Advertising, (Chapter 10)
Review Question on Selling and Sales Management, (Chapter 11)
Review Question on Consumer Behavior, Chapter 12 (Chapter 12)
Week 16 May 7 Dead day (Prep day)
Week 17 May 12-14 For those who have permission the normal exam time is for make-ups of the 4th midterm

There is no final exam. The scheduled exam period is the day for doing a makeup exam for people who missed the final for legitimate reasons.

Time for sheduled exam is makeup final exam in room DMS 110 for students with legitimate reasons for missing the final and with a written permissiom note from Prof. Mitchell

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