ASSIGNMENT 1
PREPARED FOR:
PN MARDZIAH BINTI HASHIM
PREPARED BY:
NUR DIYANA BINTI
MOHD AZMI
2009284864
NOR BAITI BINTI
SAH...
MARKETING
DEFINITION OF MARKETING
 Marketing is the process by which companies create
customer interest in product or services.
 I...
EVOLUTION OF MARKETING
 Earlier Approaches
Orientation Profit driver Western Description
Production Production
method
Unt...
CONTINUE……
Orientation Profit driver timeframe Description
Selling Selling method 1950s and
1960s
-focuses primarily on th...
CONTEMPORARY APPROACHES
Orientation Profit driver Timeframe description
Relationship
marketing/
relationship
management
Bu...
MARKETING RESEARCH
 Involves conduct research to support marketing
activities and statistical interpretation of data into...
MARKETING RESEARCH
 Market segmentation
- division of a market of consumers into persons
with similar needs and wants
- a...
MARKETING PLANNING
 Involves forging or create a plan for a firm’s
marketing activities.
 An organization's marketing pl...
MARKETING SPECIALIZATION
 firms need to reorient their marketing strategies to
meet the challenges of the global marketpl...
Assignment 1
Assignment 1
Assignment 1
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Assignment 1

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Assignment 1

  1. 1. ASSIGNMENT 1 PREPARED FOR: PN MARDZIAH BINTI HASHIM PREPARED BY: NUR DIYANA BINTI MOHD AZMI 2009284864 NOR BAITI BINTI SAHARI 2009240686
  2. 2. MARKETING
  3. 3. DEFINITION OF MARKETING  Marketing is the process by which companies create customer interest in product or services.  It includes process for creating, communication, delivering and exchanging offering that have value for customers, clients, partners, and society.  It is integrated process through which companies build strong customer relationships and create value for their customer and for themselves.  Marketing is used to identify the customer, to keep the customer, and to satisfy the customer.
  4. 4. EVOLUTION OF MARKETING  Earlier Approaches Orientation Profit driver Western Description Production Production method Until 1950s -specialized in producing as much as possible of a given product/services Product Quality of product Until 1960s -chiefly concerned with the quality of its own product -assume that as long as its product was of a high standard, people would buy and consume the product.
  5. 5. CONTINUE…… Orientation Profit driver timeframe Description Selling Selling method 1950s and 1960s -focuses primarily on the selling/promotion of a particular product, and not determining new consumer desires as such. Marketing Needs and wants of customers 1970s until present -most common orientation -It involves a firm essentially basing its marketing plans around the marketing concept, and thus supplying products to suit new consumer tastes.
  6. 6. CONTEMPORARY APPROACHES Orientation Profit driver Timeframe description Relationship marketing/ relationship management Building and keeping good customer relations. 1960s to present -between suppliers and customers -The aim is to give the best possible attention, customer services and therefore build customer loyalty. Business marketing/ industrial marketing Building and keeping relationships between organization 1980s to present -takes place between businesses or organization -The product focus lies on industrial goods or capital goods than consumer product or end products. Social marketing Benefits to society 1990s to present -Similar as marketing orientation but with the added proviso that there will be a curtailment on any harmful activities to society.
  7. 7. MARKETING RESEARCH  Involves conduct research to support marketing activities and statistical interpretation of data into information which is then used to plan marketing activities Market research Marketing research • Research in a given market • Relates to all research conducted within marketing
  8. 8. MARKETING RESEARCH  Market segmentation - division of a market of consumers into persons with similar needs and wants - allows better allocation of a firm’s finite resources  Types of marketing research - Primary research - Secondary research
  9. 9. MARKETING PLANNING  Involves forging or create a plan for a firm’s marketing activities.  An organization's marketing planning process is derived from its overall business strategy.
  10. 10. MARKETING SPECIALIZATION  firms need to reorient their marketing strategies to meet the challenges of the global marketplace, in addition to sustaining their competitiveness within home markets.

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