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1. 2/23/2010
University of Management, Dunya Institute of
Economics & Finance
Undergraduate Degree Higher Education
Marketing Course – Fundamentals of Marketing
Lead by Samuel Wee
Samuel Wee
swee@dunya.edu.af www.dunya.edu.af
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2. 2/23/2010
University of Management, Dunya Institute of
Economics & Finance
Agenda Higher Education
Kick-Off: Self Introduction.
Guidelines.
Agreement on deliverables.
Course content.
What do you want to walk away?
“Learning is a treasure that will follow its owner everywhere.”
– Chinese Proverb.
Samuel Wee
swee@dunya.edu.af www.dunya.edu.af
2

3. 2/23/2010
University of Management, Dunya Institute of
Economics & Finance
Fundamentals of Marketing Higher Education
All About Marketing.
Basic Definition. The Product Life Cycle.
The Marketing Mix. Preparation and Planning.
Marketing Mix Decision. Marketing Plan.
Planning Marketing Ideas.
“He who fails to plan, plans to fail.”
– Proverb quotes.
Samuel Wee
swee@dunya.edu.af www.dunya.edu.af
3

4. 2/23/2010
University of Management, Dunya Institute of
Economics & Finance
All About Marketing Higher Education
Activities to meet customer needs & return value.
Marketing Analysis.
Customers or markets needs.
Products or service to meet needs.
Customer preference.
Competitors.
Pricing strategy.
Market Research.
Ongoing Promotions.
Advertising.
Public Relations.
Sales.
Customer Service.
“The fact is, everyone is in sales. Whatever area you work in,
you do have clients and you do need to sell.”
– Jay Abraham, CEO of Abraham Group.
Samuel Wee
swee@dunya.edu.af www.dunya.edu.af
4

5. 2/23/2010
University of Management, Dunya Institute of
Economics & Finance
Basics Definition Higher Education
Basic Definition.
Advertising.
Promotion.
Marketing.
Public Relations.
Publicity.
Sales.
An example of the definitions-.
Marketing Basics.
“If you do build a great experience, customers tell each other about that.
Word of mouth is very powerful.”
– Jeffrey Preston Bezos , founder, president, chief executive officer and chairman of Amazon.com.
Samuel Wee
swee@dunya.edu.af www.dunya.edu.af
5

6. 2/23/2010
University of Management, Dunya Institute of
Economics & Finance
Marketing Mix Higher Education
The Marketing Mix.
Product.
Price.
Place (Distribution).
Promotion.
“Any communication or marketing professional needs cross-cultural research and
communication skills to be able to succeed in the future.”
– Marye Tharp, marketing and advertising consultant and contractor.
Samuel Wee
swee@dunya.edu.af www.dunya.edu.af
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7. 2/23/2010
University of Management, Dunya Institute of
Economics & Finance
Marketing Mix Decisions Higher Education
Product Price Place Promotion
Functionality List Price Channel members Advertising
Apperance Discounts Channel motivation Personal selling
Quality Allowances Market coverage Public relations
Packaging Financing Locations Message
Brand Leasing options Logistics Media
Warranty Service levels Budget
Service / Support
“Business has only two functions - marketing and innovation.”
- Milan Kundera, French writer of Czech origin.
Samuel Wee
swee@dunya.edu.af www.dunya.edu.af
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8. 2/23/2010
University of Management, Dunya Institute of
Economics & Finance
Product Life Cycle Higher Education
Introduction Stage.
Growth Stage.
Maturity Stage.
Decline Stage.
“We make a living by what we get, we make a life by what we give.”
- Sir Winston Leonard Spencer Churchill , was a British politician.
Samuel Wee
swee@dunya.edu.af www.dunya.edu.af
8

9. 2/23/2010
University of Management, Dunya Institute of
Economics & Finance
Marketing Plan Higher Education
What business are you in?
Objective of Enterprise
Generic Strategies The Competition
Pricing The Enterprise
Promotion Development
Distribution Production
The Environment Marketing / Sales
The Prospect Customer Service
The Product / Service Conclusion
“Make it simple. Make it memorable. Make it inviting to look at. Make it fun to read.”
– Leo Burnett, was an advertising executive .
Samuel Wee
swee@dunya.edu.af www.dunya.edu.af
9

10. 2/23/2010
University of Management, Dunya Institute of
Economics & Finance
What Business Are You In? Higher Education
Production-Oriented Marketing-Oriented
Company Answer Answer
Universal Studios We make movies. We market entertainment.
Revlon Cosmetics “In the factory we “In the drug store we sell hope.”
- its president said make cosmetics.”
Mountain Bell We operate a We market a communication
telephone company. system
Lennox We make furnaces We provide a comfortable
and air conditioners. Climate in the home.
Head Ski we make skis. We market recreation, exercise,
ego-building, and a chance to
meet fun people.
Union Pacific We run a railroad. We offer a transportation and
material-handling system.
“Business has only two functions - marketing and innovation.”
– Milan Kundera, Czech and French writer .
Samuel Wee
swee@dunya.edu.af www.dunya.edu.af
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11. 2/23/2010
University of Management, Dunya Institute of
Economics & Finance
Objective of Enterprise Higher Education
HMA / HCS: Invest best resources in
support of offering. High
Market Attractiveness
HMA / LCS: Concentrate on strengthening
enterprise; Use offering as stepping stone. Full Strengthen
Support
LMA / HCS: Effective marketing and sales
effort to generate profits.
LMA / LCS: Promote offering to supports or
absorbs overheads of profitable segment;
Marketing Absorb or
Divest offering.
Sales Efforts Divest
Key:
MA = Market Attractiveness Low
CS = Competitive Strengths High Low
Competitive Strengths
H = High L = Low
“If you don't see yourself as a winner, then you cannot perform as a winner.”
– Hilary Hinton "Zig" Ziglar , American author, salesperson, and motivational speaker.
Samuel Wee
swee@dunya.edu.af www.dunya.edu.af
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12. 2/23/2010
University of Management, Dunya Institute of
Economics & Finance
Generic Strategy Higher Education
Cost Leadership Strategy:
Profitable quality product or Three Generic Strategies
service at competitive cost. Strategic Advantage
Uniqueness Perceived
Low Cost Position
By the Customer
Differentiation Strategy:
Profitable product or service,
Industry wide
Strategic Target
perceived as unique.
Differentiation Overall
Cost Leadership
Focus Strategy:
Intense form of either strategy
Segment Only
to address a focused segment.
Particular
FOCUS
“The strongest principle of growth lies in human choice.”
– Mary Anne (Mary Ann, Marian) Evans, aka George Eliot, was an English novelist.
Samuel Wee
swee@dunya.edu.af www.dunya.edu.af
12

13. 2/23/2010
University of Management, Dunya Institute of
Economics & Finance
Pricing Higher Education
Skimming Strategy:
Differentiated products that can justify high price, with minimal desire
for significant market penetration and control.
Market Penetration Strategy:
Rapid market penetration for eventual market control and short-term
income not so critical.
Comparable Pricing Strategy:
If not market leader, price offer comparable to competitors.
“The moment you make a mistake in pricing, you're eating into your reputation or your profits.”
– Katharine Paine, journalist.
Samuel Wee
swee@dunya.edu.af www.dunya.edu.af
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14. 2/23/2010
University of Management, Dunya Institute of
Economics & Finance
Promotion - Strategy Higher Education
Push Strategy:
“Push“ offering into marketplace - Generous discounts to channels of
distribution, with minimum advertising.
Pull Strategy:
“Pull" prospects into the various channel outlets - Direct interface with end
user through advertising, and minimise use of channels of distribution.
“If you do build a great experience, customers tell each other about that.
Word of mouth is very powerful.”
– Jeffrey Preston Bezos , founder, and chairman of Amazon.com.
Samuel Wee
swee@dunya.edu.af www.dunya.edu.af
14

15. 2/23/2010
University of Management, Dunya Institute of
Economics & Finance
Promotion - Advertising Higher Education
Product Comparison advertising:
Similar market offering, with comparative features.
Product Benefit advertising:
Promote new approach to solving use needs, with no comparison to
competitors or old approaches.
Product Family advertising:
Offering is part of group or family, benefit as a set could be useful.
Corporate advertising:
Variety of offering, where promoting enterprise identify is more beneficial.
“Kodak sells film, but they don't advertise film. They advertise memories.”
– Theodore A. "Ted" Parker III , was an American ornithologist .
Samuel Wee
swee@dunya.edu.af www.dunya.edu.af
15

16. 2/23/2010
University of Management, Dunya Institute of
Economics & Finance
Distribution Higher Education
On-premise Sales: Field sales organization visits prospect's facilities.
Direct Sales: Direct selling through Internet, telephone or mail order contact.
Wholesale Sales: Intermediaries or "middle-men" to distribute to the retailers.
Self-service Retail Sales: Self service retail methods of distribution.
Full-service Retail Sales: Full service retail distribution channel.
“We are moving our distribution network closer to our clients.”
– Mark Ernst, president and chief executive officer of H&R Block.
Samuel Wee
swee@dunya.edu.af www.dunya.edu.af
16

17. 2/23/2010
University of Management, Dunya Institute of
Economics & Finance
The Environment Higher Education
Government Actions: Can support or detract from your strategy.
Demographic Changes: May support or negatively impact the growth
potential of your industry and market.
Emerging Technology: May or may not favor the actions of your enterprise.
Cultural Trends: May or may not support offering's penetration of the market.
“Innovation is the ability to see change as an opportunity - not a threat.”
– Anonymous.
Samuel Wee
swee@dunya.edu.af www.dunya.edu.af
17

18. 2/23/2010
University of Management, Dunya Institute of
Economics & Finance
The Prospect Higher Education
Market penetration – Existing or new customer; Awareness of offering;
Competition; Growth rate of industry and demographics.
Willingness to pay - Higher price for better solution; Competitive pricing;
Need for characteristics (quality, durability, ease of use, dependability, etc.)
Purchase decision time – Confidence in offering; Competitive offering;
Decision makers; Urgency of need; Rick involved.
Adoption – Critical need; Attitude to change; Significance of benefits;
barriers incorporating into daily use; Credibility of offering.
“Sales are contingent upon the attitude of the salesman - not the attitude of the prospect.”
– William Clement Stone, was a businessman, philanthropist and self-help book author.
Samuel Wee
swee@dunya.edu.af www.dunya.edu.af
18

19. 2/23/2010
University of Management, Dunya Institute of
Economics & Finance
The Product / Service Higher Education
Technology proprietary.
Benefits derived from offering.
Differentiated offering.
Introduction problems avoidance.
Product obsolescence.
Impact on customer's business.
Complexity of offering.
“I don't design clothes, I design dreams.”
– Ralph Lauren (born Ralph Rueben Lifshitz), American fashion designer and business executive.
Samuel Wee
swee@dunya.edu.af www.dunya.edu.af
19

20. 2/23/2010
University of Management, Dunya Institute of
Economics & Finance
The Competition Higher Education
Factors to consider include:
Competitor's experience.
Staying power.
Market position.
Strength.
Predictability.
Freedom to abandon the market.
“Competition creates better products, alliances create better companies.”
– Brian Graham , baseball player, coach and manager.
Samuel Wee
swee@dunya.edu.af www.dunya.edu.af
20

21. 2/23/2010
University of Management, Dunya Institute of
Economics & Finance
Your Enterprise Higher Education
Capacity to be in low-cost production.
Ability to construct entry barriers.
Ability to sustain market position.
Prominence of your enterprise.
Competence of managerial team.
Adequacy of enterprise infrastructure.
Freedom to make critical business decisions.
Freedom from dealing with legal problems.
“Our success is a direct result of knowing how to market a brand
and having the right people representing the brand.”
– Gregory John Norman , Australian professional golfer and entrepreneur.
Samuel Wee
swee@dunya.edu.af www.dunya.edu.af
21

22. 2/23/2010
University of Management, Dunya Institute of
Economics & Finance
Development Higher Education
Strength of development manager.
Personnel competencies.
Development tools and equipment.
Development objective funding.
Manageable design specifications.
“The growth and development of people is the highest calling of leadership.”
Harvey Samuel Firestone, was founder of the Firestone Tire and Rubber Company, .
Samuel Wee
swee@dunya.edu.af www.dunya.edu.af
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23. 2/23/2010
University of Management, Dunya Institute of
Economics & Finance
Production Higher Education
Strength of production manager.
Economies of scale.
Technology and production experience.
Production personnel competencies.
Ability to limit suppliers bargaining power.
Ability to control raw materials and production.
Access to raw materials and sub-assembly production.
“Production is not the application of tools to materials, but logic to work.”
- Peter Ferdinand Drucker, was a writer, management consultant, and self-described “social ecologist,
Samuel Wee
swee@dunya.edu.af www.dunya.edu.af
23

24. 2/23/2010
University of Management, Dunya Institute of
Economics & Finance
Marketing / Sales Higher Education
Experience of Marketing / Sales manager.
Ability to generate good publicity.
Sales promotion techniques.
Effectiveness of distribution channels.
Advertising capabilities.
Sales capabilities.
Appropriate pricing.
“A business is successful to the extent that it provides a product or service
that contributes to happiness in all of its forms.”
– Mihaly Csikszentmihalyi , Hungarian psychology professor.
Samuel Wee
swee@dunya.edu.af www.dunya.edu.af
24

25. 2/23/2010
University of Management, Dunya Institute of
Economics & Finance
Marketing / Sales - Contrasts Higher Education
Sales Marketing
Emphasis is on the product. Emphasis is on customers’ wants.
Company makes the product and Company first determines customers’
then figures out how to sell it. Wants and the figures out how to
make and deliver a product to satisfy
those wants.
Management is oriented to sales Management is profit-oriented.
volume.
Planning is oriented to short-term Planning is oriented to the long run, in
results, in terms of today’s products terms of new products, tomorrow’s
and markets. Markets, and future growth.
“No great marketing decisions have ever been made on quantitative data.”
- John Sculley, American businessman,
Samuel Wee
swee@dunya.edu.af www.dunya.edu.af
25

26. 2/23/2010
University of Management, Dunya Institute of
Economics & Finance
Customer Services Higher Education
Experience of Customer Service manager.
Availability of technical support.
Sales promotion techniques.
Unique support to the eyes of customer.
Accessibility of service outlets for customer.
Reputation of customer service.
“Your most unhappy customers are your greatest source of learning.”
- William Henry "Bill" Gates III , business magnate, philanthropist, author, and chairman of Microsoft,
Samuel Wee
swee@dunya.edu.af www.dunya.edu.af
26

27. 2/23/2010
University of Management, Dunya Institute of
Economics & Finance
Strategy Assessment – Market Entry Cost Higher Education
Marketing strength.
Low cost materials and effective production.
Experience of enterprise.
Complexity of introduction problems.
Effectiveness of enterprise infrastructure.
Distribution effectiveness.
Technological efforts.
Adequate operating capital.
“Only those who dare to fail greatly can ever achieve greatly.”
- Robert Francis "Bobby" Kennedy, was an American politician,
Samuel Wee
swee@dunya.edu.af www.dunya.edu.af
27

28. 2/23/2010
University of Management, Dunya Institute of
Economics & Finance
Strategy Assessment – Profit Potential Higher Education
Competitive retaliation.
Ability to construct entry barriers.
Intensity of competitive rivalry.
Ability to limit suppliers bargaining power.
Ability to sustain its market position.
Availability of substitute solutions.
Prospect's bargaining power.
Market potential for new products.
Freedom to make critical business decisions.
“No matter how good you get you can always get better and that's the exciting part.”
- Eldrick Tont "Tiger" Woods, American professional golfer.
Samuel Wee
swee@dunya.edu.af www.dunya.edu.af
28

29. 2/23/2010
University of Management, Dunya Institute of
Economics & Finance
Planning Marketing Ideas Higher Education
Quick…it’s a Marketing Must.
Who Else Needs What You Already Have?
Late Mail Delivery Helps Your Marketing.
Change Never Hurt Business Promotion.
Market for the Future!.
Test...Test...Test.
Image...Image...Image.
Vocabulary 101.
Trade Mailing Lists with Non-Competitors.
“Think big and don’t listen to people who tell you it can’t be done.
Life’s too short to think small.”
– Timothy Ferriss is an American author, public speaker, and productivity guru.
Samuel Wee
swee@dunya.edu.af www.dunya.edu.af
29

30. 2/23/2010
University of Management, Dunya Institute of
Economics & Finance
Thought From A Great Leaders Higher Education
“A person who never made a mistake never tried anything new.”
– Albert Einstein, Theoretical Physicist.
Samuel Wee
swee@dunya.edu.af www.dunya.edu.af
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