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SWISS-AIT-VIETNAM
MANAGEMENT DEVELOPMENT
PROGRAMME 6
COURSE: SM 1.51 MARKETING MANAGEMENT
TERM : 1/99 (3 May to 23 July 1999)
LECTURER: Dr Godwin Nair
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GENERAL AIM OF THE COURSE
The essential focus of the course is to
develop an understanding of fundamentalmarketing principles and practices and a
basic ability to apply them within the
Vietnamese marketing contexts.
The course is skills-specific.
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COURSE OBJECTIVES
Upon completion of the course satisfactorily, students
should be able to:
appreciate the importance of a systematic
marketing approach to developmental problems;
identify and analyse key trends, opportunities and
problems in local and regional marketingenvironments;
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COURSE OBJECTIVES
research, define and evaluate markets for given
products and product ideas, and services;
specify products rigorously, match them with
corresponding markets, and outline appropriate
marketing strategies; and
understand the fundamentals of marketing
planning and control procedures.
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LECTURE SCHEDULE
Refer to page 2 of course outline
EXTENDED MARKETING ACTIVITIES SCHEDULE
Refer to page 3 of course outline
SEMINAR TOPICS AND PRESENTATION SCHEDULE
Refer to page 4 of course outline
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COURSE ASSESSMENT
Description Due Date Marks
Continuous assessment 50%
Class participation - 5%
Seminar paper and
Presentation As per presentation schedule 10%
Mid-Term Exam 18/06/99 (Wk 7) 10%
Marketing Project 9/07/99 (Wk 10) 25%
Final examination 50%
______
100%
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GROUP WORK
Some assessment and learning exercises are built
around group work. The reasons for this are threefold:
In the modern business world, no one person has the all the
skills for operating a successful business. Most successful
companies have a strong team working behind the scenes.
Group work discussion sensitises you to a wider range of
practical and theoretical issues, and give you some hands-
on appreciation of what is it really like in the business scene.
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GROUP WORK
There is so much to do in developing a marketing plan
that a good and effective marketing plan is difficult to
develop if only one person does it.SEMINAR PAPER
Topics for the seminar paper are presented on page 4
of the course outline.
A total of 19 topics - each topic will be covered by twostudents.
Submit a 4 to 5 page report of your seminar topic
along with the presentation slides.
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GROUP WORK
SEMINAR PAPER PRESENTATION
Presentations will be carried out in teams of two (2).
Presentation schedule is presented on page 4 of thecourse outline.
Each team will have total of 25 minutes presentation
time (15 mins. presentation + 10 mins. discussion).
Each team must provide a one page summary of theirpaper to each member of the class before
presentation.
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MARKETING PROJECT
(MARKETING PLAN)
In groups of no more than six (6) persons.
The main goal of this marketing project is for
project members to gain a first hand learningexperience to extend classroom learning.
A two (2) page executive summary describing your
project to be submitted by week three (3)
(21 May 1999). Refer to handout for detail instructions of the
marketing project.
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CONSULTATION HOURS
Wednesday 1.30pm to 4.30pm
Friday 1.30pm to 4.30pm
REFERENCE TEXT
Kotler, P., Ang, S.W., Leong, S.M. & Tan, C.T. 1996,Marketing Management: An Asian Perspective,
Prentice Hall, Singapore.
ADDITIONAL REFERENCES AND SUPPLEMENTARYREADING
Refer to Course Outline (page 8)
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SM 1.51 MARKETING MANAGEMENT
May 1999
Lecture 1
Part 1
UNDERSTANDING MARKETING MANAGEMENT
What is Marketing?
The Rapid Adoption of Marketing Management
The Marketing Concept
The Marketing Mix
Building Customer Satisfaction
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What is Marketing?
Definition of Marketing
Marketing is the management process that
identifies, anticipates and supplies customer
requirements or organisational requirements
efficiently and profitably.(The Chartered Institute of Marketing, U.K.)
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In more detail .
Marketing is the practice ofidentifyingand
selectingmarkets to enter with appropriateproducts orservices to be distributed,
promotedandpricedaccording to
systematicplans, for the mutual benefitof
the market and marketer
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Fundamentals to remember in marketing
are:
Market:in marketing, market means a set ofcustomers.
Customers:these are the existing and potentialusers, consumers or purchasers of products or
services(for example, persons, families, firms, associations,governments)
Product:anything that can be offered to a market foralternative acquisition, use or consumption (it includesphysical objects, services, ideas, places, organisations)
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The Marketing Mix (4 Ps) and The
Marketing Environment
Refer to T1
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The Rapid Adoption of Marketing Management
1. In the Business Sector - marketing has entereddifferent companies consciousness at different times.
2. In the Nonprofit Sector- marketing is increasing
in its attractiveness.
3. In the International Sector - marketing theory
and practice are rapidly spreading throughout the
world.
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The Marketing Concept
Evolution of The Marketing Concept
4 Stages of Marketing Evolution
Production Orientation
Product Orientation
Sales Orientation Marketing Orientation
Refer to T 2
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The Marketing Concept
1. The Production or Product Concept
PRODUCT MARKETER MARKET
2. The Selling Concept
MARKETER PRODUCT MARKET
Philosophy: It does not matter what you sell or who to,
its how you sell it that counts
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The Marketing Concept
3. The Marketing Concept
MARKET PRODUCT MARKETER
Rationale for the Marketing Concept
This approach to marketing activity is recommended
because it is the safest way to act;
Increases the marketers chance of success; This approach is conservative and prudent;
The advantage is that it can be stopped at any point
along the way if it appears the project is too risky.
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Selling and Marketing Concepts Contrasted
Refer to T3 & T4
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The Marketing Mix
(The 4 Ps)
Refer to T5
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Breakdown of A Typical Marketing Mix
Refer to T6
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Explanation of the Breakdown of
The Marketing Mix
1. Product
Basic elements
its main uses and benefits to customers Its basic specifications
its quality level
Its range
Presentation (what the customer perceives at the point
of acquisition)
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Explanation of the Breakdown of
The Marketing Mix
its name, brand, logo (symbol)
its packaging
any special features or extras added to make it moredesirable
Other aspects
guarantees or warranties sale and return offers
extra services
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Explanation of the Breakdown of
The Marketing Mix
2. Distribution
Logistics
storage/materials handling transportation
inventory levels
Channels and Intermediaries
market coverage needed
appropriate types of distributors
facilitators
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Explanation of the Breakdown of
The Marketing Mix
3. Promotion
Advertising
whether or not to advertise, if so .. media
messages
timing of messages, budgeting, and so on
Personal Selling sales territory planning
sales methods and policies
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Explanation of the Breakdown of
The Marketing Mix
Sales Promotion
types - exhibitions, trade fairs, product demonstrations,
displays, sampling, customer contests
scheduling, budgeting
4. Price
Basic
customer conceptions of value and the right price position relative to competitors prices
costs to cover
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Explanation of the Breakdown of
The Marketing Mix
profit margin
Other aspects
policies on discounts, credit terms, allowances, etc.
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Building Customer Satisfaction
Refer to T7
Determinants of Customer Delivered Value
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Building Customer Satisfaction
Determinants of Customer Delivered Value
Customer delivered value is defined as thedifference between total customer value and total
customercost.
(That is, the difference between the value received by
the customer in purchasing a product, offset by thecosts incurred in obtaining the product)
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Determinants of Customer Delivered Value
Many elements contribute to total customer value:
the product itself; services included to be consumed after the sale;
the personnel who assist in the purchase decision;
the image of the brand under which the product is
sold.
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Determinants of Customer Delivered Value
Total customer costs incurred include:
the value of money that will be exchanged for the
product;
the time spent in making the purchase decision;
the energy required in securing the information
and comparison shopping;
the psychic cost of making an informed purchasedecision.
So Final Outcome = Customer Delivered Value
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END OF LECTURE 1