1. ASSIGNMENT 1
PREPARED FOR:
PN MARDZIAH BINTI HASHIM
PREPARED BY:
NUR DIYANA BINTI
MOHD AZMI
2009284864
NOR BAITI BINTI
SAHARI
2009240686

2. MARKETING

3. DEFINITION OF MARKETING
 Marketing is the process by which companies create
customer interest in product or services.
 It includes process for creating, communication,
delivering and exchanging offering that have value for
customers, clients, partners, and society.
 It is integrated process through which companies build
strong customer relationships and create value for their
customer and for themselves.
 Marketing is used to identify the customer, to keep the
customer, and to satisfy the customer.

4. EVOLUTION OF MARKETING
 Earlier Approaches
Orientation Profit driver Western Description
Production Production
method
Until 1950s -specialized in producing as
much as possible of a given
product/services
Product Quality of
product
Until 1960s -chiefly concerned with the
quality of its own product
-assume that as long as its
product was of a high
standard, people would buy
and consume the product.

5. CONTINUE……
Orientation Profit driver timeframe Description
Selling Selling method 1950s and
1960s
-focuses primarily on the
selling/promotion of a
particular product, and not
determining new consumer
desires as such.
Marketing Needs and
wants of
customers
1970s until
present
-most common orientation
-It involves a firm essentially
basing its marketing plans
around the marketing
concept, and thus supplying
products to suit new
consumer tastes.

6. CONTEMPORARY APPROACHES
Orientation Profit driver Timeframe description
Relationship
marketing/
relationship
management
Building and
keeping good
customer
relations.
1960s to
present
-between suppliers and
customers
-The aim is to give the best
possible attention, customer
services and therefore build
customer loyalty.
Business
marketing/
industrial
marketing
Building and
keeping
relationships
between
organization
1980s to
present
-takes place between businesses
or organization
-The product focus lies on
industrial goods or capital goods
than consumer product or end
products.
Social
marketing
Benefits to
society
1990s to
present
-Similar as marketing orientation
but with the added proviso that
there will be a curtailment on any
harmful activities to society.

7. MARKETING RESEARCH
 Involves conduct research to support marketing
activities and statistical interpretation of data into
information which is then used to plan marketing
activities
Market research Marketing research
• Research in a given
market
• Relates to all research
conducted within marketing

8. MARKETING RESEARCH
 Market segmentation
- division of a market of consumers into persons
with similar needs and wants
- allows better allocation of a firm’s finite resources
 Types of marketing research
- Primary research
- Secondary research

9. MARKETING PLANNING
 Involves forging or create a plan for a firm’s
marketing activities.
 An organization's marketing planning process is
derived from its overall business strategy.

10. MARKETING SPECIALIZATION
 firms need to reorient their marketing strategies to
meet the challenges of the global marketplace, in
addition to sustaining their competitiveness within
home markets.