Download Kotler Keller 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 TrueFalse 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]
Type
A
B
C
Target
Normal passenger car
High performance car
New generation of hybrid car
[TOTAL: 20 MARKS]
Note: Not more than 3 sub-questions. 2 sub-questions
are preferred.
An Example of True Essay Question (TEQ)
[marking scheme]
“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]
Assignment Format
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.
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
1
1
Defining Marketing
for the 21st Century
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.
Copyright © 2012 Pearson Education
1-10
What is Marketing Management?
Marketing management is the
art and science
of choosing target markets
and getting, keeping, and growing
customers through
creating, delivering, and communicating
superior customer value.
Copyright © 2012 Pearson Education
1-11
What is Marketed?
• Goods
• Services
• Events
• Experiences
• Persons
Copyright © 2012 Pearson Education
1-12
What is Marketed?
• Places
• Properties
• Organizations
• Information
• Ideas
Copyright © 2012 Pearson Education
1-13
Demand States




Negative
Nonexistent
Latent
Declining
Copyright © 2012 Pearson Education




Irregular
Unwholesome
Full
Overfull
1-14
Figure 1.1 Structure of Flows in
Modern Exchange Economy
Copyright © 2012 Pearson Education
1-15
Figure 1.2
A Simple Marketing System
Copyright © 2012 Pearson Education
1-16
Key Customer Markets




Consumer markets
Business markets
Global markets
Nonprofit/Government markets
Copyright © 2012 Pearson Education
1-17
Core Concepts




Needs, wants, and
demands
Target markets,
positioning,
segmentation
Offerings and
brands
Value and
satisfaction
Copyright © 2012 Pearson Education





Marketing channels
Supply chain
Competition
Marketing
environment
Marketing planning
1-18
Types of Needs
Stated
Real
Unstated
Delight
Secret
Copyright © 2012 Pearson Education
1-19
Target Markets,
Positioning & Segmentation
Copyright © 2012 Pearson Education
1-20
Offerings and Brands
Copyright © 2012 Pearson Education
1-21
Value and Satisfaction
Copyright © 2012 Pearson Education
1-22
Marketing Channels
Communication
Distribution
Service
Copyright © 2012 Pearson Education
1-23
Marketing Environment
Demographic
Economic
Socio-cultural
Political-legal
Technological
Copyright © 2012 Pearson Education
Natural
1-24
Major Societal Forces





Network information
technology
Globalization
Deregulation
Privatization
Heightened competition
Copyright © 2012 Pearson Education






Industry convergence
Retail transformation
Disintermediation
Consumer buying power
Consumer participation
Consumer resistance
1-25
Company Orientations
Production
Product
Selling
Marketing
Copyright © 2012 Pearson Education
1-26
Holistic Marketing
Copyright © 2012 Pearson Education
1-27
Relationship Marketing
Customers
Employees
Marketing Partners
Financial Community
Copyright © 2012 Pearson Education
1-28
Integrated Marketing
Copyright © 2012 Pearson Education
1-29
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
Financial
Accountability
Copyright © 2012 Pearson Education
Social Responsibility
Marketing
1-31
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
1-32
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
The Marketing Mix
Copyright © 2012 Pearson Education
1-34
The New Four Ps
People
Processes
Programs
Performance
Copyright © 2012 Pearson Education
1-35
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
Figure 2.3 The Business Unit
Strategic Planning Process
Copyright © 2012 Pearson Education
2-38
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
2-39
Levels of a Marketing Plan

Strategic



Target marketing
decisions
Value proposition
Analysis of
marketing
opportunities

Tactical






Copyright © 2012 Pearson Education
2-40
Product features
Promotion
Merchandising
Pricing
Sales channels
Service
Marketing Plan Contents
 Executive summary
 Table of contents
 Situation analysis
 Marketing strategy
 Financial projections
 Implementation controls
Copyright © 2012 Pearson Education
2-41
Evaluating a Marketing Plan
 Is the plan simple?
 Is the plan specific?
 Is the plan realistic?
 Is the plan complete?
Copyright © 2012 Pearson Education
2-42