Marketing management free essay sample

Section 1 Characterizing Advertising for the 21st Century Five essential markets their interfacing streams Figure 1.1 Advertising Management An Asian  © Kotler, Keller, Ang, of Point of view Structure Leong Flows in a Modern Exchange Economy Tan fourth Edition Worldwide Executive MBA PGSM Page I.01 Advertising MANAGEMENT Figure 1.2 A Simple Marketing System  © Kotler, Keller, Ang, Leong Tan Advertising Management An Asian Point of view fourth Edition Figure 1.3 Holistic Marketing Dimensions  © Kotler, Keller, Ang, Leong Tan Worldwide Executive MBA PGSM Advertising Management An Asian Point of view fourth Edition Page I.02 Advertising MANAGEMENT All encompassing Marketing In Your own words, characterize Holistic Advertising? Figure 1.4 The 4 P Components of the Marketing Mix  © Kotler, Keller, Ang, Leong Tan Worldwide Executive MBA PGSM Advertising Management An Asian Point of view fourth Edition Page I.03 Advertising MANAGEMENT Asian Figure 1.5 Marketing-Mix Strategy  © Kotler, Keller, Ang, Leong Tan Advertising Management An Point of view fourth Edition Figure 1.6 Factors Influencing Company Asian Advertising Management A Marketing Strategy  © Kotler, Keller, Ang, Leong Tan Worldwide Executive MBA PGSM Point of view fourth Edition Page I.04 Advertising MANAGEMENT Skim a Vietnamese organization that you accept has been embracing advertise driven research methodology. Distinguish those techniques. For what reason do you consider this organization to be fruitful? Section 2 Creating Showcasing Strategies Plans  © Kotler, Keller, Ang, Leong Tan Universal Executive MBA PGSM Showcasing Management An Asian Perspective fourth Edition Page I.05 Showcasing MANAGEMENT Figure 2.1 Two Views of the Value Delivery Process  © Kotler, Keller, Ang, Leong Tan Figure 2.2 Showcasing Management An Asian Perspective fourth Edition The Generic Value Chain Showcasing Management An Asian Perspective  © Kotler, Keller, Ang, each Study costs execution in Leong Tan action improve it fourth Edition Worldwide Executive MBA PGSM Page I.06 Advertising MANAGEMENT Figure 2.3 An all encompassing advertising system  © Kotler, Keller, Ang, Leong Tan Advertising Management An Asian Perspective fourth Edition Figure 2.4 The Strategic Planning, Implementation Control Procedures  © Kotler, Keller, Ang, Leong Tan Global Executive MBA PGSM Promoting 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: well-off, cosmopolitan †¢ Good market for movement, diversion  © Kotler, Keller, Ang, Leong Tan Showcasing Management An Asian Perspective fourth Edition The Demographic Environment Populace Age Mix 6 Age Groups: 1. Preschool 2. Young youngsters 3. Youngsters 4. Youthful grown-ups age 25 to 40 5. Grown-ups age 40 to 65 6. More established grown-ups age 65 up Most crowded gatherings shape showcasing condition  © Kotler, Keller, Ang, Leong Tan Universal Executive MBA PGSM Showcasing Management An Asian Perspective fourth Edition Page I.11 Showcasing MANAGEMENT The Demographic Environment Ethnic Other Markets †¢ Countries fluctuate in ethnic racial cosmetics †¢ Ethnic gatherings explicit needs purchasing propensities †¢ Asia’s ethnic assorted variety: 20 significant dialects 12 significant religions in 12 Asian nations  © Kotler, Keller, Ang, Leong Tan Showcasing 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 Customary family unit †¢ Husband, spouse youngsters Non-customary 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 Promoting Management An Asian Perspective fourth Edition Other Major Macroenvironments Social-Cultural Environment Other social qualities: 1. High Persistence-Core Cultural Values ï‚ § ï‚ § Hold center convictions esteems that persevere Simpler to change optional than center 2. Presence of Subcultures-shared qualities 3. Movements of Secondary Cultural Values Over Time ï‚ § Fundamental beliefs social swings do occur  © Kotler, Keller, Ang, Leong Tan Global Executive MBA PGSM Promoting Management An Asian Perspective fourth Edition Page I.14 Promoting MANAGEMENT Other Major Macroenvironments Indigenous 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 Advertising Management An Asian Perspective fourth Edition Other Major Macroenvironments Common habitat †¢ Nature decays worldwide concern †¢ Air water contamination perilous levels †¢ Companies rehearses, secure nature †¢ Green items secure condition †¢ Change purchaser perspectives job to ensure condition  © Kotler, Keller, Ang, Leong Tan Worldwide Executive MBA PGSM Advertising Management An Asian Perspective fourth Edition Page I.15 Advertising MANAGEMENT Other Major Macroenvironments Mechanical Environment 1. Quickening pace of progress †PCs, web decrease auto contamination 2. Boundless open doors for development †Augmented reality buyer responses to items 3. Differing RD financial plans †Substance to duplicate items slight changes 4. Expanded guideline mechanical change †Open wellbeing  © Kotler, Keller, Ang, Leong Tan Advertising 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 particular vested parties Endeavor openings advertise change Manage defilement  © Kotler, Keller, Ang, Leong Tan Global Executive MBA PGSM Promoting Management An Asian Perspective fourth Edition Page I.16 Promoting MANAGEMENT Other Major Macroenvironments Political-Legal Environment Increment IN BUSINESS LEGISLATION Yet, advertisers can get around guidelines Eg: Dahongying †China bans Tobacco promoting †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 uncalled for strategic policies 3. Society unbridled business conduct â€Å"At what point do expenses of guideline surpass the advantages?  © Kotler, Keller, Ang, Leong Tan Global Executive MBA PGSM Promoting Management An Asian Perspective fourth Edition Page I.17 Promoting 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 secure nearby retailers Counter protectionistic strategies, remote firms new neighborhood brands †Eg â€Å"Made-in-Thailand† Heineken lager  © Kotler, Keller, Ang, Leong Tan Promoting Management An Asian Perspective fourth Edition Other Major Macroenvironments Political-Legal Environment Development OF SPECIAL