Professional Documents
Culture Documents
DELIVERY MODE
Lectures
Seminars
Group discussions and presentations
Case Studies/Field Visits
Self Study
EVALUATION MODE
1st Assignment
10%
2nd Assignment
10%
1st Test
15%
2nd Test
15%
End of semester Examination 50%
Total
100%
RECOMMENDED READINGS
Cohen, W. A. (2003) The Marketing Plan,
John Wiley & Son, Inc. New York.
Cunningham, H.C. and I. C. M Cunningham
(2005), Marketing Principles and
Application, Mc Graw Hill, Ryer Son Ltd.
COURSE CONTENT
1. An overview of marketing
2. Marketing management process
3. Examination of marketing environment
4. Market characteristics and buyer
behaviour
5. Market measurement and forecasting
6. Market segmentation.
7. Understanding marketing mix
8. Marketing for non profit organisations
My Contacts
Box 5151 Morogoro
Tel: 0659116666; 0777767779
E-mail: jamnzava@yahoo.com
My Time Table
BUS 110
BECA I
LT.3
BUS 205
BUS 275
BBA II MKT BBA II ED
B.108
(B.108)
MO
N
BUS 5112
MBA CM
18-19
TUE
17-19 A
CR 11
17-18
WE
D
11-13 C
B108
18-19
13-15
THR 11-13 LT 3
FRD 11-13 B
11-13
MC
13-15
MC
14-16 (A)
16-18 (B)
Mbeya
YOUR CONTACTS
ANDREW JAMBIA
Phon: 0686664786/0754217600
Email: mkunde10112011@gmail.com
Class email:
becaproffessionals@gmail.com
Happy George
Phone number 0755245350
E MAIL: happygeorge68@yahoo.com
1.0 An Overview of
Marketing
General Introduction
Marketing Philosophies
Marketing Concept
Expanded Marketing Philosophy
1.4.2 Marketing
Philosophies
Production Concept
Product Concept
Sales Concept
Marketing Concept
Societal Marketing Concept
Problems of Implementing
the Marketing Concept
Not possible to produce product which
satisfy all customer, because differ in
desire
Product development, lack of technology
Satisfaction of one segment can cause
unsatisfication of other segment, eg use
of cigallate.
Decline of employee morale, due to
coordination.
Differences between
Marketing and Selling
Concepts
Orientation
SELLING
CONCEPT
MARKETING
CONCEPT
Volume
Profit
Long term
profitability
Means
Hard selling
promotion
Integrated
marketing
Focus
Start
Emphasis
Existing Products
Achieving More
Sales
Target Customers
Customer
Satisfaction
REVIEW QUESTION
Micro marketing pits companies at
odds with the goals macro
marketing. Activities that make sense
at the micro level may be hard to
justify at the macro level. Discuss.
2.1 Identification of
Marketing Opportunities
In identification and analyzing marketing
opportunities, marketing personnel make careful
observations about the changing marketing
environment and acquire a deep understanding
of how consumer markets and organizational
markets arrive at their buying decisions. The
elements of the marketing environment to be
analyzed are economic, political, legal, cultural,
social, technological and demographic factors.
3.0 Marketing
Environment
3.1 Macro Environment
3.2 Micro Environment
5.0 Market
Measurements and
Forecasting
5.1 Key terms associated with market
measurement
5.2 Market demand, market forecast,
market potential, market share, company
demand, sales forecast and sales potential
5.3 Estimating Current Demand
5.4 Methods of demand Forecasting
5.5 Types of market demand and
appropriate marketing effort
7. 2 Pricing
7.2.1 Pricing policy objectives
7.2.2 Price Determinants
7.2.3 Pricing Procedures and
Approaches
7.2.4 Pricing Strategies
7.3 Distribution
7.3.1 Channels of Distribution
7.3.2 Physical Distribution
7.3.3 Major Components of Physical
Distribution.
7.4 Promotion
7.4.1 Nature and Importance of Promotion
7.4.2 Communication Process and
promotion.
7.4.3 Promotional mix elements i.e.
advertising, personal selling, sales
promotion and publicity.