Untuk pelajar pelajar NMIT EDUCITY yang mengikuti sabjek Marketing dengan Miss Jackie. Tahun 2015 Jan - Apr

1. MGT 2306
MARKETING MANAGEMENT
( C O M M O N S E N S E M A D E
D I F F I C U LT )
Lesson 1

2. MODULE OUTLINE
14 Lecturing + Tutorial Sessions (Face-to-face)
1 Quiz (10%)
1 Test (20%)
1 group assignment (30%)
1 Final written examination (40%)
Total = 100%

3. SELAMAT DATANG
My Name is Ms Jackie
My email is jlfquek@gmail.com

4. WHERE TO GET YOUR MODULE
SLIDES
Go to www.slideshare.net
Look for MGT2306-Marketing-Management
Nama dan wajah Ms Jackie ada sana
Muat turun slide ikut nombornya

5. LESSON 1 OBJECTIVES
• Define Marketing, Management &
Marketing Management
• Memorize and reproduce the
basic concepts of Marketing
Management
• List and describe the Marketing
Process

6. DEFINITION OF MARKETING
(PEMASARAN)
Marketing is a planning and
conceptual implementation of
processes involving a product,
pricing, promotion and
distribution of goods and
services to create an exchange
that satisfies individuals and
fulfil the goals of an
organization
(Kotler, 2003) Dr. Philip Kotler

7. Let’s Watch a short Video… “What is
Marketing”?

8. DEFINITION OF MANAGEMENT
“Is a process of planning,
organizing, leading and
controlling the tasks and
responsibilities of the
members in an organization
and the utilizations of all the
resources owned to reach the
objectives that have been
decided”
(Stoner, 1995) Prof. James Stoner

9. MARKETING MANAGEMENT
A management process of marketing strategy in
which product, price, distribution and promotion
through business transactions are done that can
maximize consumer satisfaction
(The American Marketing Association)

10. BASIC MARKETING CONCEPTS
Needs
Wants &
Demands
OFFER
TRANS
ACTION

11. BASIC MARKETING CONCEPTS
• Need
A state of felt deprivation
• Wants
A need that is shaped by culture and individual
personality
• Demands
Wants which are backed by buying power

12. THE OLD TIMES…

13. WHY MONEY WAS INVENTED

14. Let’s Watch a short Video…
“Barter”

15. BASIC MARKETING CONCEPTS
• Offer
Refers to the Marketing Mix, which reflects the
marketer’s strategies and tactics to influence a
transaction.
• Transaction
the process of exchanging offer by marketer to
consumer

16. SO, WHAT’S A PRODUCT?
‘anything that can be offered to a market ….that may
satisfy a need or want’. It can be tangible or
Intangible. Products include:-
physical objects
services
people
places
organisations
Ideas and many more……

17. WHAT’S A MARKET (PASARAN)?
‘…the set of all actual and potential buyers of a
product’. Markets are divided into consumer
markets and business markets.

18. WHAT CAN BE MARKETED?
• Products
• Services
• People
• Events
• Experiences
• Places
• Properties
• Information
• Ideas
• Organizations

19. WHAT IS THE AIM OF MARKETING?
The aim of marketing is to create value
(membentuk nilai) and satisfy
(memberi kepuasan) the customer

20. What is Customer Satisfaction?
The extent of product’s perceived performance
that matches/meets buyer’s expectations.

22. WHAT HAPPENS WHEN A
CUSTOMER IS SATISFIED OR
UNSATISFIED?
Satisfied
- Will buy again
- Will buy more
- Will tell others
- Will bring more
people to buy
- Will continue
to buy for long
time
Un-Satisfied
- Will buy less
- Will not buy
anymore
- Will tell others
not to buy
- Will buy from
others instead

23. UNDERSTANDING THE
MARKETPLACE AND CUSTOMER
NEEDS
Market offerings are some
combination of products,
services, information, or
experiences offered to a
market to satisfy a need or
want
Marketing myopia is A short-sighted
and inward looking approach to
marketing that focuses on the needs
of the company instead of defining the
company and its products in terms of
the customers' needs and wants.