Professional Documents
Culture Documents
Marketi
ng
Course Objectives
To obtain basic understanding
Text
Roger Kerin, Lau Geok
Assessment
Individual Participation - 10%
Individual Subject Pool- 10%
Individual Assignment - 15%
Group Assignment - 15%
Final Examination - 50%
Expectations
Complete readings and assignments
Tutorials
Constitute 40% of course grade.
Begin on the third week. Week 13 & 14
revision.
Fortnightly two hours.
Confirm your allocated tutorial group or
sign up for tutorial group.
Get your assigned group and individual
assignments and complete them on time.
May have to read text ahead of lectures
to complete assignments.
Subject Pool
Constitute 10% of grade.
Sign up for specific studies based on your available dates
and times.
Penalty for non-attendance unless you have medical
excuse.
Punctuality is important. May not be allowed to
participate in study if turn up late.
If you DO NOT wish to participate in subject pool
studies, please send email to course coordinator
(bizlaugt@nus.edu.sg) to inform him about your wish by
end of third week. Alternative assignment will be given on
end of Week 8 and it will be due by end of Week 10.
Administrative matters related to subject pool, please
contact Ms Wang Kim Fong (mktwkf@nus.edu.sg; 65163463)
Lesson One
Introduction to
Marketing
Reading: Chapter 1
Marketing Definition
AD
Marketing - Definition
An organizational process for
Importance of
Marketing
Marketing is so basic that it cannot
be considered a separate function.
It is the whole business seen from
the point of view of its final
results, the customers.
Peter Drucker
Exchange
Obtaining something of value to
Exchange
Conditions
Communication
Delivery
Freedom of choice
Offer and acceptance
Wants
Demand
Satisfaction of Needs
Satisfaction
Utility
Form, time, place, possession
Customer Value
Benefits
Costs
Types of Exchanges
Transaction
Relationship
Tangible products
Services
Places
People
Activities & Ideas
Market
Market is a collection of
Self production
Decentralized market
Centralized market
Business Philosophies
Production Concept
Product Concept
Selling Concept
Marketing Concept
Societal Marketing Concept