Marketing

1. Success Biotech Ventures SdnBhd Marketing –level 2

3. A) Definition of Marketing

4. Marketing includes

5. Demand is affected by both customers and publics.

6. The view of marketing’s evolution in an industry, country, or region of the world as sequence of stages; B)The evolution of Marketing

7. How marketing Evolves

8. Themarketingconcept is only a guide to planning. It enables an organi-zation to analyze, maximize and satisfy consumer demand. The three elements of marketing concept are to ultimate success of a good, service, organization, people, place or idea.Marketing goals may involve profits as well as other objectives. Marketingplans need to balance;-goals -customer needs -resources capability.marketing must be evaluated with the external forces(e.g: govregulations,the impact of competition).

9. Marketing The focus on selling and marketingSelling feedback

10. Customer Service If people are dissatisfied with the customer service they receive, they may not become regular customer to a firm. Customer’s Satisfaction with ; 1-the basic good/service (takaful for muslim choice instead of insurance, koko radix instead of milo) 2- Quality of customer service (polite/on time appointment. For them, Excellent service is important to purchase goods, than the low price. To offer better customer service, some firms are empowering employees. Many companies spend a large amount to conduct customer satisfaction. ( promise for compensation)

11. STRATEGIC PLANNING & MARKETING Marketing Plans can be categorized by duration, scope and method of dev. MPs may be… short run (typically 1y) Moderate in legth( 2-5y), or Long run (5 to 10/15y)

12. The Strategic Planning Process

13. 1.Defining Organizational Mission OM= a long commitment to a type of business and a place in the market. It ‘describes the scope of the firm and the dominant emphasis and value,’ Based on that firm’s history, current management preferences, resources and distinctive competences and on environmental factors.

14. 2.Establishing Strategic Business Units SBUs are separate operating units in an organization. SBU is a self-contain division , product line, or product department within an organization with a specific market focus and a manager with the complete responsibility for integrating all functions into strategy.

16. Strengths

17. Weaknesses

18. Opportunities

20. …Developing marketing Strategy A good marketing strategy provides a framework for marketing activities. In planning marketing strategies, a firm should consider 4 key factors for each SBU: Organizational situation -what are the firm’s objectives, capabilities, and resources? Product-market situation-is the product category relatively new to the marketplace, growing, mature, or declining? what are the current size and expected future growth rate of the product category? Competitive situation-how many competitor are there? What are their characteristics and marketing approaches? Can/should the firm be a market leader, a market challenger, a market follower, or a market nicher? (pembukaruangkpdpengguna) Environmental situation -what industry wide and company-specific environmental opportunities and threats are most important?

21. 6.Implementing tactical Plans pg 80 opportunities exists only for specific periods. Many marketing investments (resource allocation) can be classified as order-processing or order-generating costs. a) Order-processing are expenses associated with recording or handling orders, such as order entry, computer-information handling, and merchandise handling. The goals is to minimize those costs, subject to providing or obtaining a given level of service.

22. b) Order generating costs are revenue(hasil organiztn.gov) producing. Such as advertising and personal selling. Reducing these costs may have a detrimental effect on a firm’s sales and profits. Therefore, an organization needs to estimate revenues at various level of costs and for various combinations of marketing functions.

23. 7. Monitoring results Performance is evaluated by monitoring results. Monitoring results involves comparing the actual performance of a firm, business unit, or against planned performance for a specific period.

24. The basic functions of marketing. The major marketing functions are -environmental analysis and marketing research/management. -broadening an organizations'/individual’s marketing scope -consumer analysis - product -distribution -promotion & price planning -marketing management .