1. Principles of Marketing
BBM 104/05 TMA 1
NAME : KUMARAN
STUDENT ID : 041140245
CLASS CODE : 4MRK2
CLASS COORDINATOR : Ms. Lilian Yap Li Lian
HANDPHONE : 012 –5072415
EMAIL : gmk21122012@gmail.com
SUBMISSIONDATE : 06 March 2015 11:59:59 PM
TUTOR : Mr.Leong Xin jian

2. PART A
Modern technologies
There is a lot of media channels such as YouTube, Face book, Tweeter, LinkedIn are
manipulate such as businessmen update the business news, marketing issues , a politicians for
politics, socialist for social services, students for education, artist for arts and etc-etc and
changed their of daily life. In the business world the multi media are use widespread to access
the communications with customers and stakeholders. In the modern technologies multimedia
is wireless bridge to another to communicate. Over the half thousand millions people are
accessing the face book users.
Face Book, Tweeter, You Tube and LinkedIn
The marketers are takes a face book and LinkedIn are an advance communication tools to
interact with the customers. Day to day and time to time able to makes communicates with
the customers and able to fulfil the customer satisfactions. In the You Tube businessmen are
able to upload the life information and explain to the customer how to use their product.
From there the customer are able learn how to use of their product.
News papers, Magazines and Internet(47%)
Today news paper readers are getting higher. According the statistic from one of the local
newspaper stated there are up to 62% are skilled white collar occupational reading the
respective news paper( The Sun), Feb 02,2015.pg.03). From this data showed businessmen
are one of too.
Customer Relationship Management
The customer relationship is a process of how to deal with the customer to enhance the
customer relationship, needs and wants and also keeping the customer database system.

3. 2)
The marketing sector from Wawasan Open University (WOU) applied marketing strategy in
order to attract the new student to enrol in the university such as
a) Arranging the scholarship for SPM( Sijil Pelajaran Malaysia) and STPM( Sijil Tinggi
Pelajaran Malaysia)
b) Withdrawal money from EPF(employee provident fund) especially for working adult
employee.
c) Win special price those who enrol early in WOU.
d) Conducive environment such as beach view side.
e) Access free Wi-Fi
3) What is marketing mix and explain the role it plays in positioning? How might a
marketer of water bottle alter the "product" portion of the marketing mix when targeting
female students versus male students?
4) What does marketing ROI measures? Why are many marketers today using
customer-cantered measures of marketing ROI?
5)
Stages in the buyer decision process
There is 5 step include in the buyer decision process such as in descriptions:-
Need recognition :- the buyer will order the product or buying the product base on the
requirement, base on the replacement from the faulty products.
Search Information:- Buyer will searching the right information about the same product.
Usually the buyer can obtain the information from engineers from mechanicals, or electronics
base on the type of products , from the internet, buyer also can obtain from supplier too.
Evaluation of alternative :-
Upon that buyer will needs obtain information and makes a choices.
Purchase decision:- Once the buyer received a lot of brands and quotation was introduce from
the suppliers. The buyer will makes a choices.
Post Purchase behaviour.:- After buyer received same type of product he or she will evaluate
the product for several days. To ensure the product will be in use.

4. 6)
The adoption process is use of consumer how does the customer use the product for long term
and regularly user. In another words customer use the product for long term use. Usually the
product does categorize such foods, shirts, branded electronics appliance, communication
tools, and pharmaceutical.
There are several characters will be influence the customer about the adoption process.
Such as:-
a) Knowing very well about the product
Description:- Before the customer use the product that regularly used, they will be really
understand about the product that their choose.
b) Searching information about the product
Description:- customer will asking or searching the detail about the product from media
resources.
c) Evaluate the product
Description:- Customer use utilize the media internet to evaluate the product and always
seeking the new or upgrade product such as Touch screen hand phone are good example.
d) Using product for trial
Description:- Several marketer will recognize the customer to use of their product for
customer satisfaction. Example the test drive for four wheel car such Toyota Camry, Honda,
Mazda and etc-etc.
e) Adoption
Description:- Finally after the customer satisfy with their product and the customer will start
to use or buy the product in the market.

5. PART B
A) Which demographic factor impacted the Mersay Café and Shoppe the most? Why?
The demographic in the marketing side consist of several aspect related to the customer such
as race, religion, income , age , gender and occupational. In order to the dermographic for
Mersay Café and Shoppe involve with visitors and local resident. Because the Mersay Café
and Shoppe is located near to Pulau Tioman.
B) The move towards transforming Pulau Tioman into a resort island is an example of
what macro-
environment force at work? Why?
 Political environment :- The government provide much more facilities to the visitor
and local resident. Facilities likes build high way, control the markets prices, establish
lot of small entrepreneurship.
C) Which macro environment force has benefitted the Mersay Café and Shoppe the
most?
 Economic environment:- All kind of the people comes to Mersay café and Shoppe
mostly on the weekend and variety food available in his restaurant.
D) Which demographic factors have most likely influenced the more upscale atmosphere
of Pulau Tioman? Why?
 Natural environment :- Because the places are more beautiful locations.
E) Based on the above scenario, do you believe that today's marketers must successfully
build relationships to connect effectively with customers, others in the company, and
external partners? Justify your answer.
Yes, of course I belief today lot company get transform and start to focus of customer
needs and wants. Due to that the marketers are able provide the best product and goods to
the customers. In Pulau Tioman lot of businessmen was successful in their business.
Basically the Pulau Tioman is visit place and many visitor around the world entering the
Tioman because of beautiful environment and enjoy full place.
Resources
The Sun, Feb 02,2015.pg.03