Marketing Management

MGT 2306(Common sense made difficult)

Module Outline

• 10 Lecturing + Tutorial Sessions (Face-to-face)

• 1 Quiz (15%)• 1 Test (15%)• 1 group assignment (30%)• 1 Final written examination (40%)

Total = 100%

Selamat Datang

• My Name is ........ • My email is __________

Lesson 1 Objectives

• Be able to define what is MARKETING

• Be able to explain important marketing terms

• Describe the tips for successful marketing (petunjuk pemasaran yang berjaya)

• List down the things that are marketed (apa yang boleh dipasarkan)

Definition of Marketing (pemasaran)

Marketing is a planning and conceptual implementation of processes involving a product, pricing, promotion and distribution of goods and services to create an exchange that satisfies individuals and fulfil the goals of an organization

(Kotler, 2003) Dr. Philip Kotler

Definition of Management

“Is a process of planning, organizing, leading and controlling the tasks and responsibilities of the members in an organization and the utilizations of all the resources owned to reach the objectives that have been decided”

(Stoner, 1995)Prof. James Stoner

Marketing management

A management process of marketing strategy in which product, price, distribution and promotion through business transactions are done that can maximize consumer satisfaction

(The American Marketing Association)

Core marketing concepts

NEEDS

WANTSOFFER

TRANSACTION

Core marketing concepts• Needs (keperluan)

– states of felt deprivation• difference between actual state and ideal

state

• Wants (kehendak)– needs shaped by culture and individual

personality– wants backed by buying power

Core marketing concepts• Offer (Tawaran)

– refers to the Marketing Mix, which reflects the marketer’s strategies and tactics to influence a transaction.

• Transaction (Urusniaga)– the process of exchanging offer by

marketer to consumer

A product is....• ‘anything that can be offered to a

market ….that may satisfy a need or want’. It can be tangible or intangible.

• includes:– physical objects– services– people– places– organisations– ideas

A market (pasaran) is...

• ‘…the set of all actual and potential buyers of a product’ (terdiri daripada pembeli sebenar dan mereka yang berpotensi membeli)

• Markets are divided into consumers and business markets

(Pasaran terbahagi kepada 2 jenis

- pasaran pengguna

- pasaran perniagaan (borong/runcit)

The aim of marketing is to create value (nilai) and satisfy (kepuasan) the customer

What is the aim of marketing?

What is Customer Satisfaction?

The extent of product’s perceived performance matches/meets buyer’s expectations.

What happens when a customer is satisfied or unsatisfied?

Satisfied- Will buy again- Will buy more- Will tell others- Will bring more

people to buy- Will continue

to buy for long time

Un-Satisfied- Will buy less- Will not buy

anymore- Will tell others

not to buy- Will buy from

others instead

What is Successful Marketing?

• Understanding (kefahaman) consumer needs,

• Develop (membangunkan) products that meet and satisfies those needs

• Provide superior perceived value, • Prices, Distributes, and Promotes (harga,

edaran, promosikan) them effectively,

Product will sell

So what can be marketed?

Goods (barang fizikal)

Services (perkhidmatan)

Experiences (pengalaman)

Places (tempat)

Events (peristiwa)

Persons (artis/personaliti)

The WANTED in Singapore December 2013

Organizations (organisasi)

World Wildlife Fund (WWF)

Information (maklumat)

Ideas (buah fikiran/pendekatan)

Properties (hartanah)

Class discussion

• How do you market the following products /services in MALAYSIA?

a) Ceiling Board b) A new Volkswagon Passatc) Cheese (Keju)d) A new game – CUT THE

ROPE

Class Discussion• For the month of October and November

2014, List down ALL the events that will take place in Johor Bahru

The biggest impact – Oct 2014