MGT 2306

MARKETING 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 &

DemandsOFFER

TRANS

ACTION

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 may

satisfy 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.