Monday, December 10, 2007
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Tomorrow is Principle of Marketing's test. ): and i m so not ready.
supposed to start on friday, but i m too obsess with mahjong and i refuses to start. thus, i mahjong the whole night though and dar dar failed her FTT. never mind, she shall take it once again..
ONCE AGAIN, promised myself to start on saturday. dardar asked me out for lunch at pasir ris, at once picking her up. so i tot it's only lunch, it's okay to spend like 3 hours with her before studying since i m not going to meet her on sunday. and we went watson to buy my cosmetic and mani/pedicure thingy. and i was so obsess in buying cosmetic. so i wanted to go SASA. whitesand do not have the shop, so since dardar is going to bugis with her sister, i shall follow and start my freaking PMKT during the night. ): and there goes my saturday because i was too exhausted when i reach home.
SUNDAY comes and i really started the first chapter when momo asked me out for dinner. FINE~ dinner only. so i went. i suggested that i wanna go and see VAIO lappy cuz i tot daddy wouldnt want to go. but he ended up going. so i went too. didnt buy but never mind, i will get it sooner or later because my IBM is LAG LAG LAG and i wanted a new one before i graduate from NP.
so here i m, trying to struggle for the last 3 chapters and nothing seems to go in. ): let's recap ALL THE CHAPTERS! :D
CHAPTER 1: Introducing to Marketing
Needs: state of felt deprivation including physical, social and individual needs.
Wants: human needs that is shaped by culture or individual personality.
Needs and wants are satisfied by - Marketing offers
(1) Product and services marketing
(2) Person marketing
(3) Places marketing
(4) Organizations marketing
(5) Ideas marketing
Customer Value (Cost < Benefits)
Customer Satisfaction (Expectation < Perceived performance)
Marketing Management Philosophies
(1) Production Concept
- Consumer favours products that are readily available and afforable.(2) Product Concept
- Consumer favours products that offers the most performance, quality and features.(3) Selling Concept
- Consumer wants more of the sales and promotion efforts (eg: insurance).(4) Marketing Concept
- identify consumer needs and wants, delivering the desired satisfaction to consumer better then competitiors do.(5) Societal Concept
- Delivering value to consumer in a way that maintains or improves the consumer's or society's well being.CHAPTER 2: Marketing Environment
Microenvironment:
(1) Suppliers
(2) Marketing intermediaries
- Resellers
- Physical distribution firms
- Marketing servies agencies
- Financial intermediaries
(3) Customers
- Consumer markets (Consumers that buy for their personal consumption or needs)
- Business markets (Business buy it to reprocess it into another form and sell it to the market. Eg: Hagen Dazz wants to have a Coca-Cola flavoured ice-cream.)
- Government markets (Government buy the products to product public services like NDP or to others who need them.)
- Reseller markets (Shops buy the product from suppliers and resell it to consumer.)
- International markets (Selling products overseas. Any transaction with overseas is consider international markets, be it consumer markets or business market, or government or reseller.)
(4) Competitors
- Direct Competitors
- Indirect Competitors
(5) Publics
Macroenvironment:
(1) Demographic Environment (age, human population, size, gender, race, occupation)
(2) Natural Environment
(3) Cultural Environment
(4) Economic Environment
(5) Political Environment
(6) Technological Environment
CHAPTER 3: MANAGING MARKETING INFORMATION
Information needed by managers can be obtain by:
(1) Internal Data
(2) Marketing intelligence
(3) Marketing Research
Marketing research process
Step1: Define problems and research objectives
- Explorary research
- Descriptive research
- Causal research
Step 2: Developing the research plan
- Determining the exact information needed
- Developing the plan for gathering the information needed efficiently
(Gathering secondary and primary data)
- Gathering primary data
(i) Research approach
> Observational research (Exploratory)
> Survey research (Descriptive)
> Experimental research (Causal)
(ii) Contact methods
> Mail questionaire
> Telephone interviewing
> Personal interviewing
> Computer-assisted interviewing
(iii) Sampling plan
(iv) Research instruments
Step3: Implementing the research pla
- Collecting data
- Processing data
- Anaylsing the data
Step 4: Interpret and report findings
- Interpret the findings
- Draw conclusions
- Report to management
CHAPTER 4: CONSUMER AND BUSINESS BUYER BEHAVIOUR
Characteristics affecting consumer behaviour
(1) Cultural
(2) Social Factors
- Groups > members group
> reference group (opinion leader and aspiration groups)
- Family
- Roles and status
(3) Personal Factors
- Age and life-cycle stages
- Occupations
- Economic situation
- Lifestyles (Activies, opinion and interest)
- Personality and self-concept
(4) Psychological Factors
- Motivation
- Learning
- Perception
- Beliefs and attitudes
The buyers decision factors
Step 1: Needs Recognition
- Internal stimuli
- External stimuli
Step 2: Information search
- Personal sources
- Commercial sources
- Public sources
- Experiental sources
Step 3: Evaluation of alternatives
- Evaluation procedures
- Evaluation criteria
Step 4: Purchase decision
- Attitude of others
- Unexpected situation factors
Step 5: Postpurchase Behaviour
- Consumer expectations VS Product's perceived performance
- Conginitive Dissonance
Type of buying situation
(1) Straight rebuy
(2) Modified rebuy
(3) New-Task
(: the END! it seems very little because i merely typed out the points without the explanation. i always do that because i left with SO little time and i dont think i can remember ALL the explanation by heart. so i just understand the things and try to apply it to the question tomorrow. hopefully it works. if not, den ):
when i was studying, i m already thinking about my genting trip. for example, what clothes should i bring? will it be like extraordinary cold this year because i already feel that kick in Singapore and i cant imagine the coldness in genting. also, thinking of those make-ups i bought yesterday... ETC! so many things for me to look forward to! (: i dunno how.
i should sleep now because i m real tired. nights.
Labels: PRINCIPLES OF MARKETING LECTURE. (:
