MGT2306-MARKETING-MANAGEMENT LESSON 2
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Transcript of MGT2306-MARKETING-MANAGEMENT LESSON 2
LESSON 2 OBJECTIVES
• Be able to describe the stages in the
evolution of marketing philosophy
• List explain the elements in a marketing mix
• Learn and be able to discuss why the
extended marketing mix was added
MARKETING PHILOSOPHIES
A marketing philosophy is a foundational idea that becomes a part of all of the work that a marketing department accomplishes for a company or organization. Marketing Philosophies help determine the management of marketing. Companies approach and conduct business in different ways in order to achieve their organizational goals.
Five marketing philosophies (falsafah pemasaran)
Production Concept
Marketing concept
SocietalMarketingConept
MARKETINGCONCEPT
ProductConcept
Keymarketing
philosophies
Sellingconcept
PRODUCTION CONCEPT (TUMPUAN PADA PENGELUARAN)
Assumption:consumers want products to be available
and affordable
Marketer’s Aim improve production and distribution
efficiency
Action: Increase production capability
Keep costs stable, distribute everywhere
• BUT product may not meet needs
PRODUCT CONCEPT (TUMPUAN PADA BARANG)
Assumption:
consumers favour superior quality,
performance, and features
Marketer’s Aim:
continuous product improvement
Increase in prices to justify quality
BUT this…..
can lead to high prices
may not be what customers need or want
ignores other aspects of marketing i.e. price
and promotion
SELLING CONCEPT (TUMPUAN PADA AKTIVITI JUALAN)
Assumption:
consumers need to be sold
Marketer’s aims:
focus on company’s needs
aggressive sales and promotion
Sell as much as possible, more profits
It is appropriate for:
unsought goods and non-profit
organisations
BUT
post-purchase dissatisfaction may lead to
lack of repeat purchase
short-term success
MARKETING CONCEPT (TUMPUAN PADA KEPUASAN SERTA JANAAN
NILAI BAGI PENGGUNA/PELANGGAN)
Aim:
identify and satisfy target markets
needs
Marketer’s Aim:
understand customer needs
developing products to meet those
needs
Create value & customer satisfaction
Leads to:
long-term success and profits
SOCIETAL MARKETING CONCEPT(TUMPUAN PADA SYARIKAT, PELANGGAN,
BUMI)
Assumption: Marketing concept plus concern for society’s
best interests
Marketer’s Aim:
maintain and improve both the consumer’s and society’s well being
Three considerations
company profits (keuntungan syarikat)
customer satisfaction (kepuasan pelanggan)
and society’s well being (kesejahteraan masyarakat)
WHAT HAPPENS TO PRODUCTS
THAT ARE TESTED ON ANIMALS?
• Societal marketing abhors the use of animals for
testing as it is a cruel and unethical method.
• Therefore, to gain customer trust, support and
loyalty, companies actually choose to develop and
market their products in a way they think would
satisfy the “conscience” (suara hati) of the 21st
century consumer
THE MARKETING MIX (OFFER)
These are the tools of marketing management employed by marketers. They are areas where marketing managers need to make decisions. These decisions affect the nature of the offering or package of benefits that the organisation offers to customers.The tools are commonly known as the 4P’s or 7P’s.
WHAT ARE THE TOOLS OF
MARKETING MIX ? (ALAT-ALAT)
• Product
• Price
• Promotion
• Place (Distribution)
• People
• Process
• Physical evidence
4Ps
& 7Ps
PRODUCT• Quality (Mutu)
• Features (Ciri)
• Options (Pilihan)
• Style (Gaya)
• Brand name (Jenama)
• Packaging (Bungkusan)
• Sizes (Saiz)
• Services (khidmat)
• Warranties (Jaminan)
• Returns (Pulangan)
PRICE
The value that is put on
the exchange process
• List price (senarai
harga)
• Discount (Diskaun)
• Allowances (Elaun)
• Payment period
(tempoh bayaran)
• Credit terms (syarat
kredit)
PROMOTION (COMMUNICATION)
• Advertising
(pengiklanan)
• Personal selling (jualan
peribadi)
• Sales promotion
(promosi jualan)
• Public relations
(perhubungan awam)
• Direct Marketing
(pemasaran langsung)
PLACE (DISTRIBUTION)
• Channels (saluran)
• Coverage (liputan)
• Locations (kawasan)
• Inventory (stok)
• Transport
(pengangkutan)
WHY ANOTHER 3 ‘P’?
• Booms and Bitner
extended the
traditional 4P
(McCarthy) framework
to seven to reflect a
predominantly service
economy (UK= 74% of
GDP).
• Extended mix:People
Process
Physical evidence
PEOPLE
• The attitudes of staff (sikap)
• Training of staff (latihan)
• Internal relations
• The observable behaviour of staff (tingkahlaku)
• The level of service-mindedness in the organisation
• The consistency of appearance of staff (penampilan kesetaraan)
• The accessibility of people (kemudahanmendekati seseorang)
• Customer-to-customer contacts
PROCESS
The manner in which the service is
delivered
• Degree of customer contact
(tahap perhubungan pelanggan)
• Quality control standards
• Quality assurance (jaminan
kualiti)
• Payment methods
(degree of convenience)
• Queuing systems for customers
• Waiting times (masa menunggu)
PHYSICAL EVIDENCE - AMBIENCE
The “environment” or atmosphere in
which the service is delivered
• Buildings (bangunan)
• Furnishings/décor (hiasan)
• Layout (susun atur)
• Goods associated with the service
e.g. carrier bags, tickets, brochures
• All the above can help shape
customers’ perceptions of the service