Marketing management free essay sample

Part 1 Characterizing Promoting for the 21st Century Five fundamental markets their associating streams Figure 1.1 Promoting Management An Asian  © Kotler, Keller, Ang, of Viewpoint Structure Leong Flows in a Modern Exchange Economy Tan fourth Edition Global Executive MBA PGSM Page I.01 Promoting MANAGEMENT Figure 1.2 A Simple Marketing System  © Kotler, Keller, Ang, Leong Tan Promoting Management An Asian Viewpoint fourth Edition Figure 1.3 Holistic Marketing Dimensions  © Kotler, Keller, Ang, Leong Tan Global Executive MBA PGSM Promoting Management An Asian Viewpoint fourth Edition Page I.02 Promoting MANAGEMENT Comprehensive Marketing In Your own words, characterize Holistic Promoting? Figure 1.4 The 4 P Components of the Marketing Mix  © Kotler, Keller, Ang, Leong Tan Global Executive MBA PGSM Promoting Management An Asian Viewpoint fourth Edition Page I.03 Promoting MANAGEMENT Asian Figure 1.5 Marketing-Mix Strategy  © Kotler, Keller, Ang, Leong Tan Promoting Management An Viewpoint fourth Edition Figure 1.6 Factors Influencing Company Asian Promoting Management A Marketing Strategy  © Kotler, Keller, Ang, Leong Tan Global Executive MBA PGSM Viewpoint fourth Edition Page I.04 Promoting MANAGEMENT Skim a Vietnamese organization that you accept has been receiving showcase driven research methodology. Recognize those systems. For what reason do you consider this organization to be fruitful? Section 2 Creating Advertising Strategies Plans  © Kotler, Keller, Ang, Leong Tan Worldwide Executive MBA PGSM Advertising Management An Asian Perspective fourth Edition Page I.05 Advertising MANAGEMENT Figure 2.1 Two Views of the Value Delivery Process  © Kotler, Keller, Ang, Leong Tan Figure 2.2 Advertising Management An Asian Perspective fourth Edition The Generic Value Chain Advertising Management An Asian Perspective  © Kotler, Keller, Ang, each Study costs execution in Leong Tan action improve it fourth Edition Universal Executive MBA PGSM Page I.06 Showcasing MANAGEMENT Figure 2.3 An all encompassing advertising system  © Kotler, Keller, Ang, Leong Tan Showcasing Management An Asian Perspective fourth Edition Figure 2.4 The Strategic Planning, Implementation Control Procedures  © Kotler, Keller, Ang, Leong Tan Universal Executive MBA PGSM Showcasing Management An Asian Perspective fourth Edition Page I.07 Promoting MANAGEMENT Figure 2.5 The vital arranging hole  © Kotler, Keller, Ang, Leong Tan Promoting Management An Asian Perspective fourth Edition Figure 2.6 Three Intensive Growth Strategies: Ansoff’s Product-Market Expansion Grid  © Kotler, Keller, Ang, Leong Tan Global Executive MBA PGSM Promoting Management An Asian Viewpoint fourth Edition Page I.08 Promoting MANAGEMENT Figure 2.7 The Business Unit Strategic-Planning Process Asian  © Kotler, Keller, Ang, Leong Tan Promoting Management An Viewpoint fourth Edition Figure 2.8 Opportunity and Threat Matrices  © Kotler, Keller, Ang, Leong Tan Global Executive MBA PGSM Promoting Management An Asian Viewpoint fourth Edition Page I.09 Promoting MANAGEMENT Figure 2.8 Opportunity and Threat Matrices  © Kotler, Keller, Ang, Leong Tan Promoting Management An Asian Viewpoint fourth Edition Part 3 Social occasion Data Scanning the Condition  © Kotler, Keller, Ang, Leong Tan Global Executive MBA PGSM Promoting Management An Asian Perspective fourth Edition Page I.10 Promoting MANAGEMENT The Demographic Environment Populace Age Mix †¢ Populations change in age blend †¢ Global pattern ïÆ'ËœAging populace ïÆ'ËœFalling fruitfulness rates †¢ Future Asian retiree: prosperous, cosmopolitan †¢ Good market for movement, diversion  © Kotler, Keller, Ang, Leong Tan Promoting Management An Asian Perspective fourth Edition The Demographic Environment Populace Age Mix 6 Age Groups: 1. Preschool 2. Young youngsters 3. Teenagers 4. Youthful grown-ups age 25 to 40 5. Grown-ups age 40 to 65 6. More seasoned grown-ups age 65 up Most crowded gatherings shape promoting condition  © Kotler, Keller, Ang, Leong Tan Global Executive MBA PGSM Promoting Management An Asian Perspective fourth Edition Page I.11 Promoting MANAGEMENT The Demographic Environment Ethnic Other Markets †¢ Countries change in ethnic racial cosmetics †¢ Ethnic gatherings explicit needs purchasing propensities †¢ Asia’s ethnic decent variety: 20 significant dialects 12 significant religions in 12 Asian nations  © Kotler, Keller, Ang, Leong Tan Promoting Management An Asian Perspective fourth Edition The Demographic Environment Instructive Groups Asians want for information interest for †¢ Books, instruction †¢ Offshore grounds †¢ Joint degree programs †¢ Online courses  © Kotler, Keller, Ang, Leong Tan Universal Executive MBA PGSM Showcasing Management An Asian Perspective fourth Edition Page I.12 Showcasing MANAGEMENT The Demographic Environment Instructive Groups 5 instructive gatherings: 1. 2. 3. 4. 5. Unskilled people Secondary school dropouts Secondary school degree holders Higher education holders Proficient degree holders  © Kotler, Keller, Ang, Leong Tan Showcasing Management An Asian Perspective fourth Edition The Demographic Environment Family unit Patterns Conventional family unit †¢ Husband, spouse kids Non-conventional family unit ï‚ § Singles ï‚ § Single-parent families ï‚ § Divorcees Developing quickly ï‚ § Distinct requirements, purchasing propensities †Eg littler furnishings, food sets ï‚ § Singles can spend Marketing Management An family  © Kotler, Keller, Ang, Leong Tan Asian Perspective fourth Edition Worldwide Executive MBA PGSM Page I.13 Advertising MANAGEMENT The Demographic Environment Topographical Shifts in Population †¢ Migration between/inside nations †Eg 1997 Hong Kong returned to China †Hong Kongers move to different nations increment interest for lodging instruction †¢ Marketers focus on these new fruitful populace individuals  © Kotler, Keller, Ang, Leong Tan Advertising Management An Asian Perspective fourth Edition Other Major Macroenvironments Social-Cultural Environment Other social attributes: 1. High Persistence-Core Cultural Values ï‚ § ï‚ § Hold center convictions esteems that continue Simpler to change optional than center 2. Presence of Subcultures-shared qualities 3. Movements of Secondary Cultural Values Over Time ï‚ § Guiding principle social swings do occur  © Kotler, Keller, Ang, Leong Tan Universal Executive MBA PGSM Showcasing Management An Asian Perspective fourth Edition Page I.14 Showcasing MANAGEMENT Other Major Macroenvironments Regular habitat Advertisers to observe: 1. Deficiencies of crude materials 2. Expanded expenses of vitality 3. Expanded contamination levels 4. Changing job of governments secure condition  © Kotler, Keller, Ang, Leong Tan Promoting Management An Asian Perspective fourth Edition Other Major Macroenvironments Indigenous habitat †¢ Nature break down worldwide concern †¢ Air water contamination risky levels †¢ Companies rehearses, ensure nature †¢ Green items ensure condition †¢ Change shopper perspectives job to ensure condition  © Kotler, Keller, Ang, Leong Tan Global Executive MBA PGSM Promoting Management An Asian Perspective fourth Edition Page I.15 Promoting MANAGEMENT Other Major Macroenvironments Innovative Environment 1. Quickening pace of progress †PCs, web lessen auto contamination 2. Boundless open doors for advancement †Computer generated reality shopper responses to items 3. Changing RD financial plans †Substance to duplicate items slight changes 4. Expanded guideline innovative change †Open security  © Kotler, Keller, Ang, Leong Tan Promoting Management An Asian Perspective fourth Edition Other Major Macroenvironments Political-Legal Environment Laws, government pressure gatherings impact limit firms people Advertisers must work: 1. 2. 3. 4. Inside laws strategic approaches Connect with specific vested parties Endeavor openings advertise change Manage debasement  © Kotler, Keller, Ang, Leong Tan Universal Executive MBA PGSM Showcasing Management An Asian Perspective fourth Edition Page I.16 Showcasing MANAGEMENT Other Major Macroenvironments Political-Legal Environment Increment IN BUSINESS LEGISLATION Be that as it may, advertisers can get around guidelines Eg: Dahongying †China bans Tobacco publicizing †Yet, Dahongying sells cigarettes seen on TV, announcements in-store shows †Why? Dahongying has training business libraries with same name  © Kotler, Keller, Ang, Leong Tan Showcasing Management An Asian Perspective fourth Edition Other Major Macroenvironments Political-Legal Environment Increment IN BUSINESS LEGISLATION To ensure: 1. Organizations unjustifiable rivalry 2. Buyers unjustifiable strategic approaches 3. Society unbridled business conduct â€Å"At what point do expenses of guideline surpass the advantages?  © Kotler, Keller, Ang, Leong Tan Universal Executive MBA PGSM Showcasing Management An Asian Perspective fourth Edition Page I.17 Showcasing MANAGEMENT Other Major Macroenvironments Political-Legal Environment Increment IN BUSINESS LEGISLATION Ensure home ventures ï‚ § Eg KFC Bangalore shut abuse of MSG ï‚ § Gossipy tidbits shut to ensure nearby retailers Counter protectionistic arrangements, outside firms new neighborhood brands †Eg â€Å"Made-in-Thailand† Heineken lager  © Kotler, Keller, Ang, Leong Tan Showcasing Management An Asian Perspective fourth Edition Other Major Macroenvironments Political-Legal Environment Development OF SPECIAL