...Programmes UGB229 Marketing Management 2013 Assignment This assignment is in two parts. You need to achieve an overall mark of 40% to successfully complete this module. Please read all instructions and information carefully. You are required to submit your work within the bounds of the University Infringement of Assessment Regulations. Your assignments must be handed in to the Library Desk with an accurately and clearly completed Assignment Cover Sheet. Learning Outcomes Assessed: Knowledge Based Outcomes: 1. Demonstrate an understanding of the differing roles of marketing in different organisations 2. Analyse the key issues in managing marketing operations within an organisation 3. Explain, use and evaluate tools and techniques employed by marketing managers in developing and managing their strategies, plans and operations 4. Understand, describe and evaluate the importance of, and mechanisms for, control and evaluation within marketing management 5. Recognise the need for integration between marketing management and other organisational management areas such as operations, finance and HR 6. Discuss the key trends in marketing management Skills: Upon successful completion of this module, students should be able to demonstrate the following skills: 7. Analysis of information and/or a situation 8. Problem solving and decision making 9. Reading, synthesising and reporting of current marketing management topics ...
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...Developing an Integrated Marketing Plan Consumer & Business MM522 You Decide –Week6 Prof. Hsu For Graves Enterprises, the most cost effective marketing communication campaign would be integrated, with both the consumer and the commercial business using the same advertising and media buying agencies. For an integrated marketing campaign to work, all communication tools used by Graves, must maximize the impact on consumers and other end users at a minimal cost. Using a single media campaign, usually doesn’t reach all the potential customers because it doesn’t sink in on the first attempt. Others may have it in their head for later review, but never get to it. So for most, the more the public is reminded, the better the chance they are at remembering the product or service. To get and keep their attention, Graves needs to deliver a strong message using multiple media services. Some of the steps Graves can utilize include cross-selling to existing customers, where they can encourage current customers to buy related products. Direct Sales, where clients are encouraged to buy now, rather than later. Branding the products, increasing the awareness of the products (new and current) the company sells in the market. And nurturing the existing customers, by communicating with customers and reinstating the value of the products provided. Graves Enterprises has proposed a variety of marketing techniques to increase profit. Some of the techniques, I support are advertising...
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...1.0 Executive Summary 123GO is preparing to introduce an automated service backed by cell phone network provider which specially and initially will serve for inter-district bus service providers’ ticket reservation and purchasing. Despite the dominance of Bus Service Providers’ ticketing counter, we believe, we can compete because offering combines exclusive features at a nominal value adding price. We are targeting specific segments in consumer and business markets taking opportunities of offering convenience. Our cell phone based power menu will serve as reservation and purchasing server for tickets of inter-district bus service. The primary marketing objectives of this plan are to achieve first year Dhaka market share of 5 percent and revenue of BDT. 900000. 2.0 Situation Analysis 123GO founded 1 months ago by a survey that in bus ticket reservation and purchasing there is no such service provider that will serve customers through electronic market. Moreover, a finding suggests that currently Shohag Poribahan only serves its reservation through online, but the service is complicated and limited. They don’t allow purchasing ticket online. Therefore, the consumers’ urge for buying and booking bus ticket online specially backed by power menu of cell phone usages is an extraordinary and attractive market to be penetrated. 2.1...
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...SEMESTER 2 MB0046-MARKETING MANAGEMENT Q.1) “Planning is a process of designing the Blueprint for the future”. In this context, explain Marketing Planning in detail. Ans.) Planning is a process of designing the Blueprint for the future because marketing planning is making decisions about what target markets to go after, what objectives to meet, and what programs will achieve those objectives. A good marketing plan is pragmatic, action oriented and specific. To support above statement, we need to explain marketing planning in the following ways: MEANING OF MARKETING PLANNING Marketing planning is deciding what marketing actions to undertake, ehy they are necessary, when and where they will be accomplished, who will be responsible for accomplishing them, and how they will be carried out. Marketing planning consists of an interrelated sequence of analytic and decision making activities. Marketing planning is the process of making a coordinated set of decisions that constitute a marketing strategy for one or more target markets. MARKETING PLANNING PROCESS 1. SITUATION ASSESSMENT: The first step in the marketing planning process is situation assessment. This includes evaluating opportunities and threats in the product-markets of interest to the firm and determining the firm’s strengths and weakness. 2. TARGET MARKET STRATEGY: Step 2 in the planning process provides important guidelines for setting objectives, for formulating marketing program positioning strategy...
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...Marketing Management is the leading marketing text because its content and organization consistently reflect changes in marketing theory and practice. The very first edition of Marketing Management, published in 1967, introduced the concept that companies must be customer-and-market driven. But there was little mention of what have now become funda- mental topics such as segmentation, targeting, and positioning. Concepts such as brand equity, customer value analysis, database marketing, e-commerce, value networks, hybrid channels, supply chain management. Marketing Management is the leading marketing text because its content and organization consistently reflect changes in marketing theory and practice. The very first edition of Marketing Management, published in 1967, introduced the concept that companies must be customer-and-market driven. But there was little mention of what have now become funda- mental topics such as segmentation, targeting, and positioning. Concepts such as brand equity, customer value analysis, database marketing, e-commerce, value networks, hybrid channels, supply chain management. Marketing Management is the leading marketing text because its content and organization consistently reflect changes in marketing theory and practice. The very first edition of Marketing Management, published in 1967, introduced the concept that companies must be customer-and-market driven. But there was little mention of what have now become funda- mental topics such...
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...Internal Assignment No.1 Paper Code : BBA-203 Paper Title : Marketing Management Q.1.1 What do you understand by Marketing ? A.1.1 Marketing is the process of communicating the value of a product or service to customers. Marketing might sometimes be interpreted as the art of selling products, but selling is only a small fraction of marketing. As the term "Marketing" may replace "Advertising" it is the overall strategy and function of promoting a product or service to the customer. *********************************************************************************************************************************************************************************************** Q.1.2 What are the components of marketing mix ? Q.1.2 1. Product. The Product area is concerned with developing the right "product" for the target market. This offering may involve a physical good, a service, or a blend of both. Keep in mind that Product is not limited to "physical good". 2. Place.Place is concerned with all the decisions involved in getting the "right" product to the target market's Place. A product isn't much good to a customer if it isn't available when and where it's wanted. A product reaches customers through a channel of distribution. (A channel of distribution is any series of firms - or individuals - from producer to final user or consumer.) 3. Promotion.The third P - is concerned with telling the target market about the "right" product. Promotion includes...
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...Unit outline of M 501 @ IBA Course Title: Marketing Theory and Practices: M 501 Course Instructor: Dr. Md. Ridhwanul Haq Ph.D (University of Western Sydney) MBS (The Australian National University) Post Graduate Diploma in Training and Teaching (Aus-training, Sydney) MBA and BBA (University of Dhaka) An introduction of this unit Marketing is a discipline concerned with the creation of ‘value’ and exchange of ‘values’ between marketers and their customers. Marketing helps to increase the value of organizations and their clients. Furthermore, managing the marketing is about handling and implementing updated tools and technique in business world. It is a dynamic and highly stimulating field of contemporary business studies. It has been defined as the business function that determines customer needs, identifies target markets that the company can serve better than its competitors, designs marketing strategy and develops plans and programs to serve these markets effectively and efficiently. Since the basic purpose of business "is to create a customer", the way to grow a business is through marketing. Marketing is therefore often equated with creativity and viewed as one of the most important functions in business. Approach of teaching The way that the Marketing Management unit has been developed emphasizes the importance of ‘dialogue’ (through regular collaboration and discussion) as essential to effective learning. We...
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...What is Marketing? Fundamentals of Marketing Management Process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others. Dr. P.V. (Sundar) Balakrishnan Simply put: Marketing is the delivery of customer satisfaction at a profit. Managing World-Class Organizations S #1 Balakrishnan The Marketing Objective Activities in the Marketing Process ... “Satisfy the needs of a group of customers better than the competition.” Distinguish from Selling or Advertising: – merely a subset of marketing actions used to satisfy consumer needs. Marketing focuses on the use of all the firm’s controllable influences to satisfy the customer. S #3 Balakrishnan S #2 Balakrishnan Broad Objective of Marketing Identify needs of customers that company can satisfy Design a Product (“bundle of benefits”) that satisfies those needs - better than existing products. Promote / communicate these benefits in order to motivate purchase Price at the right level so that consumers are willing & able to buy the product and the firm’s profit goals are met Make the product available at the right Place so that exchange is facilitated S #4 Balakrishnan Core Marketing Concepts To grow the business by adapting it to changes in the environment : by monitoring Needs, wants, and demands changes in customer needs changes in competition changes in the company’s own skills...
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...Marketing Management MM 1-2013 1 “Midterm Review” By: cherriie.cherry* :) Chapter 1 defining mkting Marketing – set of activities that create value in order to satisfy customer & make profit to co. Demand states 1. Negative – Find other ways to change cus. attitude (design, price, more promotion) i.e. insurance 2. Nonexistent- donno, never thought about it i.e. health checkup - find way to connect benefits with personal’s natural needs 3. Latent – product can’t satisfy cus need i.e. cars- more efficient / food- low calories - measure mkt potential & develop efficient good & service to satisfy demand 4. Declining – sales drop, buy less frequently i.e. กระเช้ าbrand ทาไงก้ ได้ ให้ sales เพิ่ม เช่น -product development change product features -mkt development new target mkt - find new way of use, more effective communication, sales pro 5. irregular- purchase vary on season i.e. hotels/cinema/ restaurant - Smoothen demand sales pro, flexible pricing, other incentives - Low season- low price 6. Unwholesome- cigarette/alcohol Demand for unethical product- reduce habit by use fear communication/ price hikes/ reduce availability - cause dissatisfaction i.e. บุหรี่ ที่ USA รณรงค์ให้ คนสูบน้ อยๆ เพื่อให้ เป็ นลูกค้ ามันไปได้ นานๆ (อย่าเพิ่งรี บตาย) 7. Full – no surplus/shortage demand=supply /Buying amount=amount produce - maintain demand 8. Overfull- demand > supply Reduce demand temporarily/permanently “demarketing” i.e. เด็กในห้ องเยอะ อาจารย์เก๊ กดุ forceให้ เด็กออกจากsec ...
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...ORIENTATION OF A FIRM (Production concept, Product concept, Selling concept and marketing concept) Marketing management wants to design strategies that will build profitable relationships with target consumers. But what philosophy should guide these marketing strategies ? What weight should be given to the interests of customers ? Very often, various interests conflict. There are four alternative concepts under which organizations design and carry out their marketing strategies : the production concept, product concept, selling concept and marketing concept. PRODUCTION CONCEPT The production concept holds that consumer will favor products that available and highly affordable. This is one of the oldest orientations that guide sellers. It gives too much importance to production of goods and services. Large scale production is the base of production concept. Hence, management should focus on improving production and distribution efficiency. Production is important in marketing as without production marketing is just not possible. This concept is still a useful philosophy in some situations e.g. A computer maker Lenovo dominates the highly competitive, price sensitive Chinese PC market through low labor costs, high production and efficiency and mass distribution. However, production concept is one-sided concept as production without considering the needs and expectations of consumers may not get the support of consumers. Companies adopting this orientation run a...
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...Marketing management is about how you use the marketing techniques such as advertising to market your product and services and at the same time manage the marketing recourses and activities. According to Kolter & Koller. 2006 marketing management is the art and science of choosing target markets and getting, keeping, and growing customers through creating, delivering, and communicating superior customer value. Marketing consists of the business activities that identify the needs and wants of marketplace, determines which target segments the organization will make offers to and designs appropriate products (McColl 1995). Marketing involves a wide range of activities that enable a business to continuously understand the needs and wants of today’s customers, satisfying them and getting value in return. Through market research a business is able to find out information about markets, target markets and their needs and competitors. Marketing management is both an art and science as it is the way you communicate with the general public to market your products and services and it also involves scientific techniques to gather information of the market in which to market the product and services. From my opinion, marketing is definitely an art because it’s the way you convince one to make a purchase and it mainly focuses on emotional response, consumer experience, brand attributes and the creativeness used and it’s never the same unlike science. In fact, they aren't anywhere. “Marketing...
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...Post Graduate Program in Management (PGPM) Faculty Name | Dr Tapan K Panda | Year/Term | 2014 - 15/Term-1 | Course Name | Marketing Management-1 | No. of Credits | 3 | No of Contact Hours | 20 | Session Duration | 90 Min. | About the Instructor: Dr Tapan K Panda is a professor of marketing at Great Lakes Institute of Management Chennai and Director of Kotler Srinivasan Centre for Research in Marketing. Prior to joining at Great Lakes, He taught at leading business schools of India including Indian Institute of Management Lucknow, Kozhikode and Indore as a full time faculty member. He has published fifteen books in various areas of marketing and was awarded late Dewang Mehta Best Marketing Faculty Award 2011 and AIMS International Best Management Professor Award in 2013. His areas of interest include brand management, customer relationship management, digital marketing. He can be reached at tapanpanda@gmail.com Course Objectives and Key Take Away This is the first course in marketing for students of the Post Graduate Program in Management. This course is designed to acquaint students with conceptual foundation of marketing and its various facets affecting business decision making in a modern organization. It focuses on * Building clear understanding of customer orientation in organizations and how marketing serves as a value delivery mechanism. * Sensitizing students to issues related to marketing environment and how managers...
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...Chapter 1: Marketing Management Basic Concepts THE SCOPE OF MARKETING To prepare to be marketers, you need to understand what marketing is, how it works, what is marketed, and who does the marketing. What Is Marketing? Marketing deals with identifying and meeting human and social needs. One of the shortest definitions of marketing is “meeting needs profitably.” The American Marketing Association offers the following formal definition: ―Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational goals.” Marketing management is the art and science of choosing target markets and getting, keeping, and growing customers through creating, delivering, and communicating superior customer value. A social definition of marketing is that ―marketing is a societal process by which individuals and groups obtain what they need and want through creating, offering, and freely exchanging products and services of value with others.” Exchange and Transactions Exchange is the process of obtaining a desired product from someone by offering something in return. For exchange potential to exist, the following conditions must be satisfied: 1. There are at least two parties. 2. Each party has something that might be of value to the other party. 3. Each party is capable of communication and delivery. 4. Each party is free to accept or reject the exchange offer...
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...MARKETING REPORT FOR BOSCH KETTLE (TWK 6831) COURSE: MSC MANAGEMENT MODULE: MARKETING MODULE LEADER: DR BRIAN JONES HARIS HUSSAIN ZAHID (77054487) MUHAMMAD ALI (77055851) TITTO THOMAS (77044182) SUBMISSION DATE 18TH APRIL 2008 Leeds Metropolitan University Leeds Business School Contents Page No 1 Introduction 2. The Marketing Environment 2.1 Macro Environment (a) Political and Legal Environment (b) Economic and Competitive Environment (c) Social Cultural Environments (d) Technological Environment 2.2 Micro Environment 2.3 Competition (a) Competitors of Bosch Kettle 3. Critical analysis of relevant theories 3.1 SWOT Analysis 3.2 Portfolio Analysis 3.3 Porter’s Matrix 3.4 The Boston Matrix (The Product Portfolio) 3.5 Response Hierarchy Model (a) The AIDA Model (b) The innovation – adoption Model (c) The DAGMAR Model Market Attractiveness Model: the GE matrix 3.6 Critical Analysis 4. Critical Analysis of Buyer Behaviour 4.1 Consumer as Buyer 4.2 Conclusion and Analysis 5.0 Buyer Behaviour 5.1 Buyer Behaviour Role in Marketing 5.2 Consumer as Buyer 5.3 Why People Buy 5.4 How people choose (a) what influence Buyers? 6.0 Segmentation Targeting and Positioning Strategies 6.1 Segment Identification 6.2 Consumer basis 6.3 Physiographic 6.4 Geodemographics 6.5 Psychographics ...
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...| |To apply an understanding of marketing strategies such as understanding terms, concepts, and principles relevant to planning and formulating | | |marketing strategies for appropriate product or services | | |To gain experiences in making effective marketing decisions via using the case learning approach | | |Transferable Skills: | | |Through lecture in classroom and presentation. | | |Teaching-learning and assessment strategy | | | | | |Knowledge of Discipline Area | | |Practical Skills | | |Problem solving and scientific skills ...
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