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

Lets 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
TRANS
ACTION

OFFER

Wants &
Demands

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

Lets Watch a short Video

Barter

BASIC MARKETING CONCEPTS

Offer
Refers to the Marketing Mix, which reflects the
marketers strategies and tactics to influence a
transaction.
Transaction
the process of exchanging offer by marketer to
consumer

SO, WHATS 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

WHATS 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 products perceived performance that
matches/meets buyers 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
NEEDS
Market 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.