MARKETING MANAGEMENT Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 1-1.

MARKETING MANAGEMENT

Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 1-1

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


1Defining

Marketing for the 21st

Century

1

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?


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?


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?


• Goods

• Services

• Events

• Experiences

• Persons

What is Marketed?


• Places

• Properties

• Organizations

• Information

• Ideas


Demand States

Negative Nonexistent Latent Declining

Irregular Unwholesome Full Overfull

Figure 1.1 Structure of Flows in Modern Exchange Economy


Figure 1.2 A Simple Marketing System



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


Types of Needs


Stated

Real

Unstated

Delight

Secret

Target Markets, Positioning & Segmentation


Offerings and Brands


Value and Satisfaction


Marketing Channels


Communication

Distribution

Service

Marketing Environment


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


Company Orientations


Production

Product

Selling

Marketing

Holistic Marketing


Relationship Marketing


Customers

Employees

Marketing Partners

Financial Community

Integrated Marketing


Internal Marketing

Internal marketing is the task of

hiring, training, and motivating able employees

who want to serve customers well.


Performance Marketing


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


The Marketing Mix


The New Four Ps


Processes

People

Programs

Performance

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?


Figure 2.1 The Strategic Planning, Implementation, and Control Processes


Figure 2.3 The Business Unit Strategic Planning Process



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.


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


Executive summary Table of contents Situation analysis Marketing strategy Financial projections Implementation controls


Evaluating a Marketing Plan

Is the plan simple? Is the plan specific? Is the plan realistic? Is the plan complete?

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