entrepreneurship marketing

1. Marketing
Management
Entrepreneurship MPU 2232
Lecturer: Assoc Prof Mohamad Saidy Bin Haji Ismail

2. The Team
BOSH 1809-9723
Ong Tun Hong (Kino)
01
BOSH 1809-9736
Kang Hui Ying
02
BOSH 1809-9733
Ahmad Thaqif Hadi Narudin
03
BOSH 1809-9743
Acknowledgement: Special thanks to Ong, Kang, Ahmad and
Firdaus from BOSH, Batch 2018 for the sharing of these SCTL
slides on Marketing.
Firdaus bin Sahumin
04

3. Learning Outcome
03
01
04
02
Define what is marketing
What is the basic concept of marketing
Explain what is marketing mix
What is marketing research and why it
is important

4. Definition of Marketing

5. Definition of Marketing
The management process through which goods & services
move from concept to the customer. It includes the coordination
of 4 elements called the 4P’s of marketing:
Selection of a
distribution
channel to reach
the customer’s
Place.
03
Determination
of it’s Price.
02
Identification,
selection and
development
of a Product.
01
Development and
implementation of
a Promotional
Strategy.
04

6. Basic Concept of Marketing

7. Basic Concept of Marketing
Production Concept
01
Product Concept
02
Selling Concept
03
There are 5 different concepts of marketing, each of which vary in the function that they
deal with. Each of the concept was developed as per the need of the market. As the market
changed, so did the concepts of marketing.
Societal Marketing
Concept
05
Marketing Concept
04

8. Basic Concept of Marketing
Consumers favour products that
offer the most quality, performance,
or innovative features. The product
concept believes in the consumer
and it says the consumers are
more likely to be loyal if they have
more options of products or they
get more benefits from the product
of the company.
02) Product Concept
Consumers prefer products that
are widely available and
inexpensive. The production
concept is more operations
oriented than any other concept.
01) Production Concept
Focuses on needs/wants of target
markets & delivering value better
than competitors. The marketing
concept believes in the pull strategy
and says that you need to make
your brand so strong that customers
themselves prefer your brand over
every other competitor. This can be
achieved through marketing.
04) Marketing Concept
Consumers will buy products only if
the company aggressively promotes
or sells these products. Off course,
in this era of marketing, we know
that selling is not the only tactic to
sell your product. You have to focus
on marketing as well.
03) Selling Concept

9. Focuses on needs / wants of target markets &
delivering value better than competitors that
preserves the consumer’s and society’s well-being.
05) Societal Marketing Concept

10. Marketing Mix

11. Definition of
Marketing Mix
Process.
06
Place.
04
Promotion.
02
People.
05
Price.
03
Product
01
The marketing mix refers to the set of
actions, or tactics, that a company uses to
promote its brand or product in the market.
Physical Evidence.
07
The 7Ps Marketing Mix
.

12. The 7Ps Marketing Mix

13. Marketing Research

14. Definition of Marketing Research
Digital Marketer.
Social Marketer.
Brand Marketer, Etc.
Producers.
Customers.
End Users.
• Marketing opportunities and problems
• Generate, refine, and evaluate marketing actions
• Monitor marketing performance
• Improve understanding of marketing as a process
This is done through information used to identify and define:
A process or set of processes
that links;

15. Definition of Marketing Research
01
02
03
04
Information required to
address these issues.
Designs the method
for collecting
information.
Manages and
implements the data
collection process
Analyses the results,
and communicates
the findings and
their implications
Marketing Research specifies;

16. Importance of Marketing Research
Identify new products or services.
Spot or anticipate market trends or changes.
Determine if customers are satisfied,
and if not, what is wrong.
Keep one step ahead of your
competitors.
Marketing Research helps you to:

17. Importance of Marketing Research
Spot trends or warning signals in your
own business.
Decide which advertising medium works best
for your business.
Keep up to date with new technology in
your industry.
Tell you if a new idea is likely to be
viable or not, and so on.
Marketing Research helps you to:

18. Video
Examples