Chapter_9 - Business Management: A Malaysian Perspective...

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Business Management: A Malaysian Perspective © Oxford University Press Malaysia, 2008 All Rights Reserved 9– 1
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Business Management: A Malaysian Perspective © Oxford University Press Malaysia, 2008 All Rights Reserved 9– 2 Marketing CHAPTER
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Business Management: A Malaysian Perspective © Oxford University Press Malaysia, 2008 All Rights Reserved 9– 3 LEARNING OBJECTIVES ± Define marketing and identify the core marketing concept. ± Discuss the marketing management orientations. ± Describe the environmental forces – macro and micro environment that can affect the company’s ability to serve customers. ± Define consumer market and name the four major types/factors that can influence consumer buying behaviour. At the end of this chapter, students will be able to:
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Business Management: A Malaysian Perspective © Oxford University Press Malaysia, 2008 All Rights Reserved 9– 4 LEARNING OBJECTIVES (CON’T) ± Explain the stages in the buyer decision process. ± Identify the steps in designing a customer-driven market strategy: market segmentation and market targeting. ± Define product and the major classification of consumer goods. ± Identify the decisions that the company will have to make concerning the product. At the end of this chapter, students will be able to:
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Business Management: A Malaysian Perspective © Oxford University Press Malaysia, 2008 All Rights Reserved 9– 5 LEARNING OBJECTIVES (CON’T) At the end of this chapter, students will be able to: ± Describe the steps and marketing strategies of the product life cycle. ± Define pricing and factors to be considered when setting pricing. ± Define marketing channel and the key function of marketing channel. ± Identify the steps in the channel design decisions.
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Business Management: A Malaysian Perspective © Oxford University Press Malaysia, 2008 All Rights Reserved 9– 6 LEARNING OBJECTIVES (CON’T) At the end of this chapter, students will be able to: ± Explain the roles of retailers and the types of retailers in the distribution channel. ± Discuss the communication process. ± Set the total promotion budget and promotion mix strategies. ± Describe the major decisions involved to develop advertising programme. ± Explain the role of public relations in the promotion mix.
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Business Management: A Malaysian Perspective © Oxford University Press Malaysia, 2008 All Rights Reserved 9– 7 LEARNING OBJECTIVES (CON’T) At the end of this chapter, students will be able to: ± Identify the sales promotion campaigns that are being developed. ± Discuss the steps in the personal selling process. ± Define direct marketing and the benefits to the buyer and sellers. ± Discuss the major forms of direct marketing.
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© Oxford University Press Malaysia, 2008 All Rights Reserved 9– 8 WHAT IS MARKETING ? Marketing is a process whereby
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This note was uploaded on 02/03/2012 for the course IT 2010 taught by Professor Mohd during the Spring '11 term at Multimedia University, Cyberjaya.

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Chapter_9 - Business Management: A Malaysian Perspective...

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