1 overview of marketing


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1 overview of marketing

  1. 1. Success Biotech Ventures SdnBhd<br />Marketing –level 2<br />
  2. 2.
  3. 3. A) Definition of Marketing<br />
  4. 4. Marketing includes<br />
  5. 5. Demand is affected by both customers and publics. <br />
  6. 6. The view of marketing’s evolution in an industry, country, or region of the world as sequence of stages;<br />B)The evolution of Marketing<br />
  7. 7. How marketing Evolves<br />
  8. 8. Themarketingconcept is only a guide to planning. It enables an organi-zation to analyze, maximize and satisfy consumer demand. The three elements of marketing concept are to ultimate success of a good, service, organization, people, place or idea.Marketing goals may involve profits as well as other objectives. Marketingplans need to balance;-goals -customer needs -resources capability.marketing must be evaluated with the external forces(e.g: govregulations,the impact of competition).<br />
  9. 9. Marketing<br />The focus on selling and marketingSelling<br />feedback<br />
  10. 10. Customer Service<br />If people are dissatisfied with the customer service they receive, they may not become regular customer to a firm.<br />Customer’s Satisfaction with ; <br />1-the basic good/service (takaful for muslim choice instead of insurance, koko radix instead of milo) <br />2- Quality of customer service (polite/on time appointment.<br />For them, Excellent service is important to purchase goods, than the low price.<br />To offer better customer service, some firms are empowering employees.<br />Many companies spend a large amount to conduct customer satisfaction. ( promise for compensation)<br />
  11. 11. STRATEGIC PLANNING & MARKETING<br />Marketing Plans can be categorized by duration, scope and method of dev.<br />MPs may be… <br />short run (typically 1y)<br />Moderate in legth( 2-5y), or<br />Long run (5 to 10/15y)<br />
  12. 12. The Strategic Planning Process<br />
  13. 13. 1.Defining Organizational Mission<br />OM= a long commitment to a type of business and a place in the market.<br />It ‘describes the scope of the firm and the dominant emphasis and value,’ <br />Based on that firm’s history, current management preferences, resources and distinctive competences and on environmental factors. <br />
  14. 14. 2.Establishing Strategic Business Units<br />SBUs are separate operating units in an organization.<br />SBU is a self-contain division , product line, or product department within an organization with a specific market focus and a manager with the complete responsibility for integrating all functions into strategy. <br />
  15. 15. 3.Setting marketing objectives<br />Marketing Objectives frequently encompass quantitative (eg; RM sales, percentage profits growth, market share, etc.) and qualitative (image, level of innovativeness, industry leadership role , etc) measures.<br />4. Performing situation analysis<br /><ul><li>Situation Analysis investigates a firm’s SWOT.
  16. 16. Strengths
  17. 17. Weaknesses
  18. 18. Opportunities
  19. 19. Threats</li></li></ul><li>5.Developing marketing Strategy<br />A Marketing Strategy outlines the way in which the marketing mix is used to attract and satisfy the target market(s) and achieve an organization’s objectives.<br />Marketing mix decisions center on<br />Product,<br />Distribution,<br />Promotion , and<br />Price Plans.<br />A separate strategy is necessary for each SBU in an organization; these strategies must be coordinated. <br />
  20. 20. …Developing marketing Strategy<br />A good marketing strategy provides a framework for marketing activities.<br />In planning marketing strategies, a firm should consider 4 key factors for each SBU:<br />Organizational situation -what are the firm’s objectives, capabilities, and resources?<br />Product-market situation-is the product category relatively new to the marketplace, growing, mature, or declining? what are the current size and expected future growth rate of the product category?<br />Competitive situation-how many competitor are there? What are their characteristics and marketing approaches? Can/should the firm be a market leader, a market challenger, a market follower, or a market nicher? (pembukaruangkpdpengguna)<br />Environmental situation -what industry wide and company-specific environmental opportunities and threats are most important?<br />
  21. 21. 6.Implementing tactical Plans pg 80<br />opportunities exists only for specific periods.<br />Many marketing investments (resource allocation) can be classified as order-processing or order-generating costs. <br />a) Order-processing are expenses associated with recording or handling orders, such as order entry, computer-information handling, and merchandise handling.<br /> The goals is to minimize those costs, subject to providing or obtaining a given level of service. <br />
  22. 22. b) Order generating costs are revenue(hasil organiztn.gov) producing.<br />Such as advertising and personal selling.<br />Reducing these costs may have a detrimental effect on a firm’s sales and profits. Therefore, an organization needs to estimate revenues at various level of costs and for various combinations of marketing functions.<br />
  23. 23. 7. Monitoring results<br />Performance is evaluated by monitoring results.<br />Monitoring results involves comparing the actual performance of a firm, business unit, or against planned performance for a specific period.<br />
  24. 24. The basic functions of marketing.<br />The major marketing functions are <br />-environmental analysis and marketing research/management.<br /> -broadening an organizations'/individual’s marketing scope<br /> -consumer analysis<br /> - product<br /> -distribution<br /> -promotion & price planning<br /> -marketing management<br />. <br />