Post on 21-Dec-2015
EVALUATION (FORMAT „A”)
Final 50% ; Continuous Assessment 50%
Component Marks
Final Examination 50% • 3 hours • Application, analysis, synthesis & evaluation type
essay questions • NO objective/Multiple Choice Questions or True-
False Questions
Continuous Assessment
50%
• Assignment (One only)
For courses that have equal weighting for the understanding of content knowledge and the practical work.
FINAL EXAM QUESTION FORMAT
Part A: Two (2) essay questions. Answer ALL. -- coverage: mainly the fundamental / core concepts -- 20 marks x 2 = 40 marks
Part B: Five (5) essay questions. Answer three (3). -- coverage: all topics -- 20 marks x 3 = 60 marks
An Example of Modified Essay Question (MEQ) [marking scheme]
After going through the product development process and investing RM2 million in its R & D, a new Petronas Syntium motor oil is launched.
a) PETRONAS could choose market-penetration and market-skimming pricing strategy for Syntium motol oil. Explain the differences between the two (2) pricing strategies.
[5 marks]
b) The new motor oil will be introduced in three (3) types as shown below. Discuss which pricing objectives you would use for each of the motor oil.
[15 marks]
[TOTAL: 20 MARKS]Note: Not more than 3 sub-questions. 2 sub-questions are preferred.
Type Target A Normal passenger car B High performance car C New generation of hybrid car
“Rosmah gives 30-minute therapeutic massages at a local gym. All of her Monday and Friday appointments are taken, and she has a waiting list for those who would like to move their regular massage to the first or the last day in the week. At the end of those days Rosmah is exhausted. Demand on Tuesdays and Thursdays is at an acceptable level, but no one seems to want a massage on Wednesday. Rosmah wishes she could convince some of her Monday and Friday customers to come on Wednesday”.
Can you give her some ideas to help shift the demand for her service? Justify your answers.
[20 marks]
An Example of True Essay Question (TEQ) [marking scheme]
An assignment must be performance-based in that it requires students to complete a task or a number of related tasks to achieve its objective(s).
They might involve:
doing a field study, doing a case study or case analysis carrying out a project, gathering information from various sources for a particular topics producing an extended–response essay (open ended question),
etc…
An assignment should not be in the form of a test paper consisting of a set of restricted-response questions.
Assignment Format
OUM TEXTBOOK (BMMK5103) UNDERSTANDING MM AND MARKETING ENVIRONMENT
Defining Marketing for the 21st Century Developing Marketing Strategies and Plans
CAPTURING MARKETING INSIGHTS Gathering Information and Scanning the Environment
CONNECTING WITH CONSUMERS Creating Customer Value, Satisfaction and Loyalty Analysing Consumer Markets Analysing Business Markets Identifying Market Segments and Targets
BUILDING STRONG BRANDS Creating Brand Equity Crafting the Brand Positioning Dealing with Competition
SHAPING THE MARKET OFFERING Setting Product Strategy Developing Pricing Strategies and Programs
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 1-7
Questions
Why is marketing important? What is the scope of marketing? What are some fundamental marketing
concepts? How has marketing management changed? What are the tasks necessary for successful
marketing management?
Copyright © 2012 Pearson Education 1-9
What is Marketing?
Copyright © 2012 Pearson Education 1-10
Marketing is an organizational function and a set of processes for creating,
communicating, and delivering value to customers and for managing
customer relationships in ways that benefit the organization and its
stakeholders.
What is Marketing Management?
Copyright © 2012 Pearson Education 1-11
Marketing management is theart and science
of choosing target markets and getting, keeping, and growing
customers throughcreating, delivering, and communicating
superior customer value.
What is Marketed?
Copyright © 2012 Pearson Education 1-12
• Goods
• Services
• Events
• Experiences
• Persons
What is Marketed?
Copyright © 2012 Pearson Education 1-13
• Places
• Properties
• Organizations
• Information
• Ideas
Copyright © 2012 Pearson Education 1-14
Demand States
Negative Nonexistent Latent Declining
Irregular Unwholesome Full Overfull
Copyright © 2012 Pearson Education 1-17
Key Customer Markets
Consumer markets Business markets Global markets Nonprofit/Government markets
Core Concepts
Needs, wants, and demands
Target markets, positioning, segmentation
Offerings and brands
Value and satisfaction
Marketing channels Supply chain Competition Marketing
environment Marketing planning
Copyright © 2012 Pearson Education 1-18
Marketing Environment
Copyright © 2012 Pearson Education 1-24
Demographic Economic
Socio-cultural
NaturalTechnological
Political-legal
Major Societal Forces
Network information technology
Globalization Deregulation Privatization Heightened competition
Industry convergence Retail transformation Disintermediation Consumer buying power Consumer participation Consumer resistance
Copyright © 2012 Pearson Education 1-25
Relationship Marketing
Copyright © 2012 Pearson Education 1-28
Customers
Employees
Marketing Partners
Financial Community
Internal Marketing
Internal marketing is the task of
hiring, training, and motivating able employees
who want to serve customers well.
Copyright © 2012 Pearson Education 1-30
Performance Marketing
Copyright © 2012 Pearson Education 1-31
Financial Accountability
Social Responsibility Marketing
Types of Corporate Social Initiatives
Corporate social marketing Cause marketing Cause-related marketing Corporate philanthropy Corporate community involvement Socially responsible business practices
Copyright © 2012 Pearson Education 1-33
For Review
Why is marketing important? What is the scope of marketing? What are some fundamental marketing
concepts? How has marketing management changed? What are the tasks necessary for successful
marketing management?
Copyright © 2012 Pearson Education 1-36
Figure 2.1 The Strategic Planning, Implementation, and Control Processes
Copyright © 2012 Pearson Education 2-37
Copyright © 2012 Pearson Education 2-39
What is a Marketing Plan?
A marketing plan is the
central instrument for
directing and coordinating
the marketing effort.
It operates at a strategic and tactical level.
Copyright © 2012 Pearson Education 2-40
Levels of a Marketing Plan
Strategic Target marketing
decisions Value proposition Analysis of
marketing opportunities
Tactical Product features Promotion Merchandising Pricing Sales channels Service
Marketing Plan Contents
Copyright © 2012 Pearson Education 2-41
Executive summary Table of contents Situation analysis Marketing strategy Financial projections Implementation controls