mgt2306-marketing-management-lesson2
DESCRIPTION
Specially for NMIT students in EDUCITY Oct-Dec 2014TRANSCRIPT
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Marketing Management
MGT 2306Lesson 2
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Lesson 2 Objectives
• Be able to describe the stages in the evolution of marketing philosophy
• List explain the elements in a marketing mix
• Learn and be able to discuss why the extended marketing mix was added
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Five marketing philosophies (falsafah pemasaran)
Societalmarketingconcept
Production concept
Productconcept
MARKETINGCONCEPT
Marketingconcept
Keymarketing
philosophies
Sellingconcept
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Production concept (tumpuan pada pengeluaran)
• Assumption:– consumers want products to be
available and affordable
• Aim:– improve production and distribution
efficiency
• Appropriate if:– demand > supply– product costs are too high
• BUT product may not meet needs
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Product concept (tumpuan pada barang)
• Assumption: – consumers favour superior quality,
performance, and features• Aim:
– continuous product improvement• BUT
– can lead to high prices– may not be what customers need
or want– ignores other aspects of marketing
i.e. price and promotion
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Selling concept (tumpuan pada aktiviti jualan)
• Assumption: – consumers need to be sold
• Focus:– selling and promotion– firm’s needs and existing products
• Appropriate for:– unsought goods and non-profit
organisations• BUT
– post-purchase dissatisfaction may lead to lack of repeat purchase
– short-term success
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Marketing concept (tumpuan pada kepuasan serta janaan nilai bagi pengguna/pelanggan)
• Aim:– identify and satisfy target
markets needs• Focus:
– customer needs and developing products to meet those needs
• Leads to:– long-term success and
profits
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Societal marketing concept(tumpuan pada syarikat, pelanggan, bumi)
• marketing concept plus concern for society’s best interests
• Aim:– maintain and improve both the consumer’s and
society’s well being• Three considerations
– company profits (keuntungan syarikat)– customer satisfaction (kepuasan pelanggan)– and society’s well being (kesejahteraan
masyarakat)
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What happens to products that are tested on animals?
• Societal marketing abhors the use of animals for testing as it is a cruel and unethical method.
• Therefore, to gain customer trust, support and loyalty, companies actually choose to develop and market their products in a way they think would satisfy the “conscience” (suara hati) of the 21st century consumer
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The Marketing Mix (campuran pemasaran)
The Tools of Marketing Management
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The Marketing Mix (Offer)
• These are the tools of marketing management employed by marketers. They are areas where marketing managers need to make decisions. These decisions affect the nature of the offering or package of benefits that the organisation offers to customers.
• The tools are commonly known as the 4P’s or 7P’s.
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What are the tools? (alat-alat)
• Product• Price• Promotion• Place (Distribution)• People• Process• Physical evidence
4Ps& 7Ps
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Product• Quality (Mutu)• Features (Ciri)• Options (Pilihan)• Style (Gaya)• Brand name (Jenama)• Packaging (Bungkusan)• Sizes (Saiz)• Services (khidmat)• Warranties (Jaminan)• Returns (Pulangan)
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Price
The value that is put on the exchange process
• List price (senarai harga)
• Discount (Diskaun)• Allowances (Elaun)• Payment period
(tempoh bayaran)• Credit terms (syarat
kredit)
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Promotion (Communication)
• Advertising (pengiklanan)
• Personal selling (jualan peribadi)
• Sales promotion (promosi jualan)
• Public relations (perhubungan awam)
• Direct Marketing (pemasaran langsung)
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Place (Distribution)
• Channels (saluran)
• Coverage (liputan)
• Locations (kawasan)
• Inventory (stok)
• Transport (pengangkutan)
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The Seven P’s
• Booms and Bitner extended the traditional 4P (McCarthy) framework to seven to reflect a predominantly service economy (UK= 74% of GDP).
• Extended mix:– People– Process– Physical evidence
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People• The attitudes of staff (sikap)• Training of staff (latihan)• Internal relations • The observable behaviour of staff (tingkah
laku)• The level of service-mindedness in the
organisation• The consistency of appearance of staff
(penampilan kesetaraan)• The accessibility of people (kemudahan
mendekati seseorang)• Customer-to-customer contacts
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ProcessThe manner in which the service is delivered
• Degree of customer contact
(tahap perhubungan pelanggan)• Quality control standards• Quality assurance (jaminan kualiti)• Payment methods
(degree of convenience)• Queuing systems for customers• Waiting times (masa menunggu)
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Physical Evidence - ambienceThe “environment” or atmosphere in which the service is delivered
• Buildings (bangunan)• Furnishings/décor (hiasan)• Layout (susun atur)• Goods associated with the service e.g. carrier
bags, tickets, brochures• All the above can help shape customers’
perceptions of the service
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The 7 Ps of Mr Bean’s meal
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Questions
• Name Mr Bean’s purchased product• Name the place Mr Bean is having his product• Who delivered the product?• Was the product expensive?