MGT 2306MARKETING MANAGEMENT

( C O M M O N S E N S E M A D E D I F F I C U LT )

Lesson 1

MODULE OUTLINE

14 Lecturing + Tutorial Sessions (Face-to-face)

1 Quiz (10%)

1 Test (20%)

1 group assignment (30%)

1 Final written examination (40%)

Total = 100%

SELAMAT DATANG

My Name is Ms Jackie

My email is jlfquek@gmail.com

WHERE TO GET YOUR MODULE SLIDES

Go to www.slideshare.net

Look for MGT2306-Marketing-Management

Nama dan wajah Ms Jackie ada sana

Muat turun slide ikut nombornya

LESSON 1 OBJECTIVES• Define Marketing, Management &

Marketing Management

• Memorize and reproduce the basic concepts of Marketing Management

• List and describe the Marketing Process

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

Let’s Watch a short Video… “What is Marketing”?

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)

BASIC MARKETING CONCEPTS

Needs

Wants & Demands

OFFER

TRANSACTION

BASIC MARKETING CONCEPTS

• Need

A state of felt deprivation

• Wants

A need that is shaped by culture and individual personality

• Demands

Wants which are backed by buying power

THE OLD TIMES…

WHY MONEY WAS INVENTED

Let’s Watch a short Video… “Barter”

BASIC MARKETING CONCEPTS

• Offer

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

• Transaction

the process of exchanging offer by marketer to consumer

SO, WHAT’S A PRODUCT?

‘anything that can be offered to a market ….that maysatisfy a need or want’. It can be tangible or Intangible. Products include:-

physical objects

services

people

places

organisations

Ideas and many more……

WHAT’S A MARKET (PASARAN)?‘…the set of all actual and potential buyers of a

product’. Markets are divided into consumer

markets and business markets.

WHAT CAN BE MARKETED?

• Products

• Services

• People

• Events

• Experiences

• Places

• Properties

• Information

• Ideas

• Organizations

WHAT IS THE AIM OF MARKETING?

The aim of marketing is to create value

(membentuk nilai) and satisfy

(memberi kepuasan) the customer

What is Customer Satisfaction?

The extent of product’s perceived performance that 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

UNDERSTANDING THE MARKETPLACE AND CUSTOMER

NEEDSMarket offerings are some

combination of products,

services, information, or

experiences offered to a

market to satisfy a need or

want

Marketing myopia is A short-sighted and

inward looking approach to marketing

that focuses on the needs of the

company instead of defining the

company and its products in terms of

the customers' needs and wants.