1. The Open University of Sri Lanka
Bachelor Management Studies,
Academic Year 2015/2016,
Marketing
MUC1203.
Assignment No 303
Student Name : M Dharshan
Registration No : 515428795
ID No : 820753429v
Date Of submit : 7th
of November, 2015.

2. RegistrationNo : 515428795
1. a). Provide some scholar’s definitions on Marketing
William J Stanton (1984)
“Totalsystem of business activities designed to plan, price, promotion, and
distribute want satisfying productand services to be presented to potential customer.”
William M. Pride and O. C. Ferrol (1987)
“Marketing as a process which consists of individuals and organizational
activities that facilitate the expedite satisfying exchange relationship in a dynamic
environment through the creation, distribution, promotion, and price of goods, service
and ideas
Dr. Philip Kotler
“The science and art of exploring, creating, and delivering value to satisfy the
needs of a target market at a profit. Marketing identifies unfulfilled needs and
desires. It defines measures and quantifies the size of the identified market and the
profit potential. It pinpoints which segments the company is capable of serving best
and it designs and promotes the appropriate products and services.”

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b). Write an article to one of a weekendnews paper on “practical importance on
studying marketing as a subject”
one of the important reasons for studying marketing is that it influences almost
all the activities of commercial and social life.
It is obious that majority of the work force os a country is engaged in various types of
economic activities related to Marketing
Eg:- Production, advertising, distribution, selling, purchasing etc
Without marketing, your business may offer the best products orservices in
your industry, but none of your potential customers would know about it. Without
marketing, sales may crash and companies may have to close.
Marketing Promotes ProductAwareness to the Public
It has already been mentioned in the previous paragraph that getting the
productor service recognized by the market is the primary goal of marketing. No
business possibly ever thought of just letting the people find out about the business
themselves, unless you have already established a reputation in the industry. But if
you are a start-out company, the only means to be made known is to advertise and
promote. Your business may be spending on the advertising and promotional
programs but the important thing is that productand company information is
disseminated to the buying public.

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Marketing Helps BoostProductSales
Apart from public awareness about a company’s products and services,
marketing helps boostsales and revenue growth. Whatever your business is selling, it
will generate sales once the public learns about your productthrough TV
advertisements, radio commercials, newspaper ads, online ads, and other forms of
marketing. The more people hear and see more of your advertisements, the more they
will be interested to buy.
Marketing Builds Company Reputation
In order to conquer the general market, marketers aim to create a brand name
recognition or productrecall. This is a technique for the consumers to easily associate
the brand name with the images, logo, or caption that they hear and see in the
advertisements.
For example, McDonalds is known for its arch design which attracts people and
identifies the image as McDonalds. Forsome companies, building a reputation to the
public may take time but there are those who easily attract the people. With an
established name in the industry, a business continues to grow and expand because
more and more customers will purchase the products or take advantage of the
services from a reputable company.
“There for having some knowledge of marketing or acquiring professional skills in
this field will help you to find rewarding career opportunities”

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2. a). What are the key features of E Marketing?
E-marketing is cheaper than traditional marketing
Compared to traditional advertising methods like billboards and newspaper
ads, e-marketing is significantly less expensive per message. Users can send out
thousands of highly targeted emails per month for less than one newspaper ads.
Special features and benefits of library products and services create value in
the minds of customers. The value of a web site to a user is determined by the
following:
1. Quality - users will compare the quality of the library's web site to commercial
sites.
2. Performance - the web site needs to meet industry standards for performance, the
amount of time pages take to load, for example.
3. Durability - users want to be able to count on a site that always has what they need
and doesn'tchange frequently.
4. Reliability - the site should be free from technical problems and work the way
users expect it to work.
5. Image - the site should project the image that market research has shown users
will be comfortable with and will be attracted to, and the site should promote the
correct image of the library.
6. Trends - web sites are dynamic and quickly outdated, technology changes and
user expectations also change.
7. Accessibility - the site should be easy enough for beginners, accessible by those
with special needs, and possibly available in other languages if needed in your
community.
8. Availability - the site needs enough bandwidth to supportusage demands.

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b). Discuss its benefits over the conventionalmarket
Sure, everyone says you should be using social media, but can you really use it
effectively for the critical tasks you get paid to accomplish as a marketing
professional, like lead generation and helping your company’s sales team move the
needle?
Truth be told, no one is an expert here. Social media is new to all of us, and
even the founders of big social sites like Facebook and Twitter are still searching for
their business models by changing a little every day. However, social media is at the
same early stage of development that e-commerce was on the Internet back in 1995.
Those who got in early gained the advantage over their competitors as more
consumers started to buy online, and the same is likely to happen as social media
continues to change the relationship between companies and their prospects and
customers in B2B.
As the smart guys at the social media sites have figured out how to make
money with their own services, similarly, you can get a return from social media on
your own B2B marketing programs by using social media as the vehicle for linking
prospects in your market to the content you produce.
No matter how half-baked social media seems today, as a business marketer
there’s still no substitute for getting your content out there squarely in the middle of
it, to generate interest, comment, and interaction with prospects in your market who
use it. And it’s certainly better to get your company out there now, than to leave
social media to your competition. Think of social media as another, increasingly
important element of your marketing program that will become more important as it
evolves into more useful and more effective forms.
RegistrationNo : 515428795
Conventional Marketing v/s Social Media Marketing:

7. The current (conventional) approach: For example, let’s say your company
sells an anti-corrosion coating process to manufacturers. The conventional marketing
approach would be to run ads with either a catchy headline or (better) a strong sales
benefit about this process, a productshot, and some bodycopy, and some copy to get
readers and viewers engaged enough to link to your Web site or call your sales rep.
This is how most companies produce advertising today, with variable results.
For many advertisers, it’s not working as well as it used to because prospects aren’t
paying attention anymore—i.e., they’re not reading print trade publications nearly as
often. Not when they can Google the keywords describing your product and compare
and evaluate pages of factual detail on virtually all available solutions to their
corrosion problems.
Benefits Content Based Social Media Promotion:
Once you develop the content, the best use for online and social media for lead
generation is to use this content as a token of exchange for attracting the attention of
the prospects in your market that are using online and social media, and to draw them
closer to the point where they will contact your company and become prospects.