MKT501 senarai terkini 28 mach 2011

AS - FACULTY OF APPLIED SCIENCES
: MKT501
:
:
:
AS2274A
20112 - Semester 2 2010/2011
:
PRG BHGN TARIKH
1 2010206626 ABDUL RASYID BIN SALIM AS227 4
2 2010695074 AHMAD AMIR BIN ABDUL RAZAK AS227 4
3 2010824132 AISHAH BINTI MD YUNOS AS227 4
4 2010255048 AZLAN BIN MOHAMAD AS227 4
5 2010212748 FARIDWAJDI BIN MOHD NOH AS227 4
6 2010862892 HAZWANI BINTI LIAS AS227 4
7 2010457948 IFFAH IZZAH BINTI MAIDIN AS227 4
8 2010680296 IMRAN BIN MUSTAPA AS227 4
9 2010656372 IZWAN BIN ISMAIL AS227 4
10 2010418134 IZYAN LYANA BINTI MOHD MOKHTAR AS227 4
11 2010805062 KHAIRUL AZELAN BIN KAPLI AS227 4
12 2010620384 MOHAMAD ALIF B MOHD YAZIED AS227 4
13 2010620226 MOHAMAD SAHZERI BIN SA`AT AS227 4
14 2010804562 MOHD HANAFI BIN UMAR AS227 4  ada masalah. Email semula
15 2010226608 MOHD NAJIB BIN HUSIN AS227 4
16 2010675388 MUHAMAD SALIMI BIN KHAIRUDIN AS227 4
17 2010806862 MUHAMMAD AZIZUL BIN RADHI AS227 4
18 2010258204 MUHAMMAD HAFIZ BIN ABD KADIR AS227 4
19 2010892216 MUHAMMAD RAHMAN MOHD TAHIR AS227 4
20 2009967901 MUNIRAH BINTI GHAZALI AS227 4
21 2010896714 NOR HIDAYANI BT ABDULLAH AS227 4
22 2010896748 NORAIN BINTI MOKHTAR AS227 4
23 2009589979 NUR BALQIS ASHRAF BINTI RAMLY AS227 4
24 2010689714 NUR FAIZURA BT MOHD YASIN AS227 4
25 2009166781 NURUL AKMAL AISHAH BINTI YAACOB AS227 4
26 2009729251 SHUHAILA BINTI JOHAR AS227 4
27 2010286898 SITI ANIS ANIHA BINTI ISA AS227 4
28 2010203668 WAN MOHD NORSAFIZU BIN WAN MOHD AS227 4
29 2009931927 MOHD SHAFIE BIN ANSAR AS227 5

SENARAI PELAJAR MKT501

1 2010206626 ABDUL RASYID BIN SALIM
2 2010695074 AHMAD AMIR BIN ABDUL RAZAK
3 2010824132AISHAH BINTI MD YUNOS
4 2010255048 AZLAN BIN MOHAMAD
5 2010212748 FARIDWAJDI BIN MOHD NOH
6 2010862892 HAZWANI BINTI LI
7 2010457948 IFFAH IZZAH BINTI MAIDIN
8 2010680296 IMRAN BIN MUSTAPA
9 2010656372 IZWAN BIN ISMAIL
10 2010418134 IZYAN LYANA BINTI MOHD MOKHTAR
11 2010805062 KHAIRUL AZELAN BIN KAPLI
12 2010620384 MOHAMAD ALIF B MOHD YAZIED
13 2010620226 MOHAMAD SAHZERI BIN SA`AT
14 2010804562 MOHD HANAFI BIN UMAR
15 2010226608 MOHD NAJIB BIN HUSIN
16 2010675388 MUHAMAD SALIMI BIN KHAIRUDIN
17 2010806862 MUHAMMAD AZIZUL BIN RADHI
18 2010258204 MUHAMMAD HAFIZ BIN ABD KADIR
19 2010892216 MUHAMMAD RAHMAN MOHD TAHIR
20 2009967901 MUNIRAH BINTI GHAZALI
21 2009538801 NOOR MAZLIANA BINTI HASSAN
22 2010896714 NOR HIDAYANI BT ABDULLAH
23 2010896748 NORAIN BINTI MOKHTAR
24 2009589979 NUR BALQIS ASHRAF BINTI RAMLY
25 2010689714 NUR FAIZURA BT MOHD YASIN
:26 2009166781 NURUL AKMAL AISHAH BINTI YAACOB
27 2009729251 SHUHAILA BINTI JOHAR
28 2010286898 SITI ANIS ANIHA BINTI ISA
29 2010203668 WAN MOHD NORSAFIZU BIN WAN MOHD
30 2009931927 MOHD SHAFIE BIN ANSAR

SUNSILK

MKT 501

Marketing Practice Necessary in Business : SUNSILK

IZYAN LYANA BINTI MOHD MOKHTAR

2010418134

MOHD SHAFIE BIN ANSAR

2009931927

AS 227/4

PROF. HAMDAN HJ HASSAN

21ST FEB 2011

Table Of Content

No.	Contents	Page No.
1.	Marketing	3
2.	Business Marketing	4
3.	Marketing Strategies	5
4.	Conclusion	7

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Marketing

Marketing is the process of performing market research, selling products and/or services to customers and promoting them via advertising to further enhance sales. It generates the strategy that underlies sales techniques, business communication, and business developments. It is an integrated process through which companies build strong customer relationships and create value for their customers and for themselves.

Marketing is used to identify the customer, to satisfy the customer, and to keep the customer. With the customer as the focus of its activities, it can be concluded that marketing management is one of the major components of business management. Marketing evolved to meet the stasis in developing new markets caused by mature markets and overcapacities in the last 2-3 centuries. The adoption of marketing strategies requires businesses to shift their focus from production to the perceived needs and wants of their customers as the means of staying profitable.

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Business Marketing

Business marketing is the practice of individuals, or organizations, including commercial businesses, governments and institutions, facilitating the sale of their products or services to other companies or organizations that in turn resell them, use them as components in products or services they offer, or use them to support their operations. Also known as industrial marketing, business marketing is also called business-to-business marketing, or B2B marketing, for short.

Although on the surface the differences between business and consumer marketing may seem obvious, there are more subtle distinctions between the two with substantial ramifications. Dwyer and Tanner (2006) note that business marketing generally entails shorter and more direct channels of distribution.

While consumer marketing is aimed at large groups through mass media and retailers, the negotiation process between the buyer and seller is more personal in business marketing. According to Hutt and Speh (2004), most business marketers commit only a small part of their promotional budgets to advertising, and that is usually through direct mail efforts and trade journals. While that advertising is limited, it often helps the business marketer set up successful sales calls.

Marketing to a business trying to make a profit (business-to-business marketing) as opposed to an individual for personal use is similar in terms of the fundamental principles of marketing. In marketing situations, the marketer must always:

  Successfully match the product or service strengths with the needs of a definable target market;

  Position and price to align the product or service with its market, often an intricate balance; and

  Communicate and sell it in the fashion that demonstrates its value effectively to the target market.

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Sunsilk History

Originally launched in the Netherlands in 1956, Sunsilk provides hair care solutions in 80 countries around the globe. No matter the hair type or problem, we have the products and the know how to make your hair feel and look beautiful. Our passion in life is to help women celebrate looking beautiful every day, anywhere. The product is number 1 in Asia, Latin America and the Middle East and sales of more than €1 billion a year Sells in 80 countries and also sold as Elidor, Hazeline, Seda and Sedal. Recent awards: Holds the Guinness world record for the most heads of hair washed and styled in one day

Marketing Strategies

Product (or Service)

Because business customers are focused on creating shareholder value for themselves, the cost-saving or revenue-producing benefits of products and services are important to factor in throughout the product development and marketing cycles.

Sunsilk (shampoo) is one of the example of a product that giving marketing value to connecting with people. They have make R&D on their product so it will fit to the customer needs.

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People (Target Market)

Quite often, the target market for a business product or service is smaller and has more specialized needs reflective of a specific industry or niche. A B2B niche, a segment of the market, can be described in terms of firmographics which requires marketers to have good business intelligence in order to increase response rates.

Regardless of the size of the target market, the business customer is making an organizational purchase decision and the dynamics of this, both procedurally and in terms of how they value what they are buying from you; differ dramatically from the consumer market. There may be multiple influencers on the purchase decision, which may also have to be marketed to, though they may not be members of the decision making unit.

Base on the Sunsilk product, their target market are more to any society level and ages. The product are suitable to be use by all generation and today they have combine with expert to made their product base on the critical hair condition like Hair Fall Control, Dandruff Control, Silky Hair and Sunsilk Damaged Reconstruction. This show that the company have their own strategy to capture customer need and demand.

Pricing

The business market can be convinced to pay premium prices more often than the consumer market if you know how to structure your pricing and payment terms well. This price premium is particularly achievable if you support it with a strong brand.

The prices for Sunsilk product are necessary and it can be bought by any economic status. For regular shampoo it only cost about RM10 to RM12 and for the conditioner it only cost about RM12 to RM15. So this low pricing surely can fit on customer level and status.

Promotion

Promotion planning is relatively easy when you know the media, information seeking and decision making habits of your customer base, not to mention the vocabulary unique to their segment. Specific trade shows, analysts, publications, blogs and retail/wholesale outlets tend to be fairly common to each industry/product area. What this means is that once you figure it out for your industry/product, the promotion plan almost writes itself (depending on your budget) but figuring it out can be a special skill and it takes time to build up experience in your specific field. Promotion techniques rely heavily on marketing communications strategies.

Shampoo and Conditioner is mostly synonym to women because they care more for their hair as a beauty asset. Actress is one of the medium that used by Sunsilk to promote the product. Malaysian arties like Heliza, Maya Karin and many more are becoming their icon to promote the product.

Place (Sales and Distribution)

The importance of a knowledgeable, experienced and effective direct (inside or outside) sales force is often critical in the business market. If you sell through distribution channels also, the number and type of sales forces can vary tremendously and your success as a marketer is highly dependent on their success.

Sunsilk product can be get in any stores and market. The company have distributed the product into entire Malaysia including Sabah and Sarawak.

Conclusion

Marketing is perhaps the most important activity in a business because it has a direct effect on profitability and sales. Larger businesses will dedicate specific staff and departments for the purpose of marketing.

It is important to realise that marketing cannot be carried out in isolation from the rest of the business. For example:

The marketing section of a business needs to work closely with operations, research and development, finance and human resources to check their plans are possible.

Operations will need to use sales forecasts produced by the marketing department to plan their production schedules.

Sales forecasts will also be an important part of the budgets produced by the finance department, as well as the deployment of labour for the human resources department.

A research and development department will need to work very closely with the marketing department to understand the needs of the customers and to test outputs of the R&D section.

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References

www.sunsilk.com.my/

http://www.unilever.com.my/

Principle of Marketing, Thirteenth Edition, Philip Kotler and Gary Armstrong

Marketing notes

Meltdown...

Akhir akhir ini dengan tersebar luas peristiwa Tsunami di Jepun, maka ada yang mengatakan ianya bencana tiga serangkai: quake, tsunami, dan meltdown of nuclear radioactive.

Kalau diaplikasikan kepada diri sendiri tentu ada kan? Mula mula hati yang retak, kemudian marah yang melulu, dan kemudian putus asa yang boleh membawa keadaan yang lebih parah dan teruk.

Sebagai hamba Allah, kita jangan menggangap peristiwa tersebut sungguh komplex untuk dimengerti. It is just a plain, simple story of life and death. Mungkin caranya saja yang menakutkan. Itu hanya luaran That simple kan..?

MKT501 TEST1

Chapter 1

Marketing: Managing Profitable Customer Relationships

GENERAL CONTENT: Multiple-Choice Questions

1.      Marketing seeks to create and manage profitable customer relationships by delivering _____ to customers.

a.       competitive prices

b.      superior value

2.      You have learned at work that today’s successful companies at all levels have one thing in common: they are strongly customer focused and heavily committed to _____.

a.       obtaining the best CEOs

b.      increasing wealth to stockholders

c.       marketing

3.      _____ is managing profitable customer relationships.

a.       Management

b.      Control

c.       Marketing

4.      The twofold goal of marketing is to attract new customers by promising superior value and to _____.

a.       keep and grow current customers by delivering satisfaction

b.      keep and grow current customers by delivering competitive pricing

5.      Highly successful companies know that if they take care of their customers, _____ will follow.

a.       frequent word of mouth

b.      market share

c.       profits

d.      sales and profits

6.      Marketing is more than _____ and advertising.

a.       distribution

b.      promotion

c.       selling

7.      Today, marketing must be understood in terms of not just making a sale but also _____.

a.       satisfying customers’ needs

b.      understanding customers’ value

8.      You have learned from experience as well as from this course that the most basic concept underlying marketing is that of _____.

a.       selling and advertising

b.      customer satisfaction

c.       retaining customers

d.      human needs

9.      As a new assistant marketing manager trainee, you learn in an orientation meeting that _____ are the form human needs take as they are shaped by culture and individual personality.

a.       wants

b.      demands

10.  What do companies call a set of benefits that they promise to consumers to satisfy their needs?

a.       marketing offer

b.      value proposition

11.  You are preparing a combination of products, services, information, and experiences to a market to satisfy needs and wants. What are you preparing?

a.       value proposition

b.      demand satisfaction

c.       tactical plan

d.      marketing offer

12.  We must learn a valuable lesson in marketing. Many sellers make the mistake of paying more attention to the specific products they offer than to the _____ produced by those products.

a.       benefits

b.      experiences

c.       benefits and experiences

13.  Smart marketers look beyond the attributes of the products and services they sell. They create brand _____ for consumers.

a.       awareness

b.      recognition

c.       preferences

d.      experiences

14.  By orchestrating several services and products, companies can create, stage, and market brand _____.

a.       meaning

b.      experiences

c.       awareness

15.  The difference between customer value and customer satisfaction is that value is the difference between the values the customer gains from owning and using a product and the _____.

a.       cost of delivery of the product

b.      cost of obtaining the product

16.  We can safely say that when a customer’s purchase lives up to his or her expectations, the customer is experiencing this state of being.

a.       customer value

b.      self-esteem

c.       self-actualization

d.      customer satisfaction

17.  At work, customers decide to satisfy needs and wants through exchange. What occurs at this point?

a.       selling

b.      customer service

c.       marketing

18.  Marketing consists of actions taken to build and maintain desirable _____ with target audiences involving a product, service, idea, or other object.

a.       exchange transactions

b.      exchange relationships

19.  This group of buyers shares a particular need or want that can be satisfied through exchange relationships.

a.       segment

b.      target market

c.       market

20.  Marketing is not carried on by sellers alone. _____ also carry on marketing.

a.       Suppliers

b.      Investors

c.       Web designers

d.      Buyers

21.  _____ means managing markets to bring about profitable exchange relationships by creating value and satisfying needs and wants.

a.       Selling

b.      Promoting

c.       Marketing

22.  Marketers are not concerned with serving all customers in every way. Rather, they want to serve selected customers that they can serve _____.

a.       profitably

b.      with superior customer service

c.       well

d.      well and profitably

23.  Marketing managers are concerned with ways to deal with demand. They may need to find, increase, _____, or even _____ demand.

a.       avoid; slow

b.      change; reduce

c.       maximize; change

24.  The federal government finds it necessary at times to limit demand by reducing the number of customers or to shift their demand temporarily or permanently. Name the term for this type of action.

a.       debugging

b.      deregulation

c.       demarketing

d.      gray marketing

25.  The five alternative concepts under which organizations conduct their marketing activities include the production, _____, selling, marketing, and societal marketing concepts.

a.       promotion

b.      pricing

c.       distribution

d.      product

e.       demarketing

Chapter 3

The Marketing Environment

True/False

26.  The microenvironment consists of larger societal forces that affect the microenvironment, such as demographic, economic, political, and cultural forces.

27.  The macroenvironment consists of the factors close to the company that affect its ability to service its customers, such as suppliers, customer markets, competitors, and publics.

28.  Your accounting department must measure revenues and costs to help the marketing department know how well it is achieving its objectives.

29.  Trudie Jones works for a firm that is a distribution channel member that helps the company find customers or make sales to them. Trudie works for a reseller.

30.  Marketing research firms, advertising agencies, media firms, and marketing consulting firms are referred to as marketing services agencies.

31.  As an employee of Bonkers Enterprises, you market wild and crazy games for teens to play at parties. You work in the business market.

32.  Today’s marketers recognize the importance of working with their intermediaries as channels through which they sell their products rather than as mere partners.

33.  No single competitive marketing strategy is best for all companies.

34.  Consumer organizations such as environmental and minority groups may question a company’s marketing decisions. This type of public is called the local public.

35.  The reason the demographic environment is of major interest to marketers is because it involves people, and people make up markets.

36.  The single most important demographic trend in the United States that marketers should understand is the changing family structure.

37.  It is important to note that as baby boomers reach their peak earning and spending years, they become markets for high-ticket items.

38.  Generation Yers buy a lot of products including cosmetics, cars, fast food, sweaters, boots, electronics, mountain bikes, and computers.

39.  By the year 2010, the generation Xers will take over the baby boomers as a primary market for almost every product category.

40.  Marketers must increasingly consider the special needs of nontraditional households because they are now growing more rapidly than traditional households.

41.  Recent shifts in where people live affect where people work.

42.  The American workforce today is better educated and more white collar.

43.  Companies in several industries are now waking up to the needs and potential of the gay and lesbian segment.

44.  The gay and lesbian market represents 54 million people and almost $1 trillion in annual spending power. It is larger than African Americans or Hispanics.

45.  Most household income is used up in purchasing foods, housing, and transportation.

46.        The significant trends in the natural environment include shortages of raw materials, increased pollution, and decreased government intervention.

47.        Significant reasons for business legislation to be enacted include protecting the interests of society, protecting consumers, and protecting companies from each other.

48.        The difference in the cultural environment between core values and beliefs and secondary values and beliefs is that the former are more open to change.

49.        When firms take aggressive action to affect the publics and forces in their marketing environment, they are taking an environmental management perspective.

50.        According to Engel’s laws, consumers tend to spend a smaller percentage of income on food as income rises.

51.        Environmental concerns have been on the decline in the past decade; more government legislation and the green movement may be the cause of this trend.

Chapter 4

Managing Marketing Information

Essay

52.    Discuss the functions of a marketing information system (MIS).

53.    Marketers can obtain needed information from internal data, marketing intelligence, and marketing research. Explain some common sources for each of these.

54.    Describe the basic marketing research process.

Chapter 5

Consumer Markets and Consumer Buyer Behavior

GENERAL CONTENT: Multiple-Choice Questions

55. What is the name of the company that makes the top-selling heavyweight motorcycles?

a.   Yamaha

b.   Kawasaki

c.   Honda American Classic

d.   Harley-Davidson

e.   BMW

56. The average Harley customer is _____.

a.   the Hell’s Angels crowd

b.   a young adult in his or her twenties

c.   a teenager

d.   a 46-year-old husband with a median household income

e.   a generation Xer with above-average income

57. What is NOT a universal Harley appeal?

a.   freedom

b.   dependence

c.   power

d.   baddest guy on the block

e.   B and D

58. _____ is never simple, yet understanding it is the essential task of marketing management.

a.   Brand personality

b.   Consumption pioneering

c.   Early adoption

d.   Consumer buying behavior

e.   Understanding the difference between primary and secondary data

59. Most large companies research _____ buying decisions to find out what they buy, where they buy, how and how much they buy, when they buy, and why they buy.

a.   market

b.   permanent

c.   consumer

60. How do consumers respond to various marketing efforts the company might use? The starting point is the _____ of a buyer’s behavior.

a.   belief

b.   subculture

c.   postpurchase feeling

d.   stimulus-response

e.   postpurchase dissonance

61. Marketing stimuli consist of the four Ps. Which is not one of these Ps?

a.   product

b.   political

c.   price

d.   promotion

62. Which is NOT a part of the buyer’s black box?

a.   observable buyer responses

b.   product choice

c.   need recognition

63. The marketer wants to understand how the stimuli are changed into responses inside the consumer’s _____, which has two parts. First, the buyer’s characteristics influence how he or she perceives and reacts to the stimuli. Second, the buyer’s decision process itself affects the buyer’s behavior.

a.   culture

b.   black box

64. _____ is the most basic cause of a person’s wants and behavior.

a.   Culture

b.   Brand personality

c.   Cognitive dissonance

65. Marketers are always trying to spot _____ in order to discover new products that might be wanted.

a.   lifestyles

b.   cultural shifts

c.   groups

66. Each culture contains smaller _____, or groups of people with shared value systems based on common life experiences and situations.

a.   alternative evaluations

b.   cognitive dissonances

c.   subcultures

67. Four important subcultures mentioned by the author include all EXCEPT _____.

a.   Hispanics

b.   African Americans

c.   mature consumers

d.   opinions leaders

e.   Asian Americans

68. Which is NOT included in the U.S. Hispanic market?

a.   Americans of Cuban descent

b.   Mexicans

c.   Spaniards

d.   those of Puerto Rican descent

69. _____ consumers tend to buy more branded, higher-quality products. They are very brand loyal, and they favor companies who show special interest in them.

a.   Hispanic

b.   African American

c.   Asian

True/False

70. Maslow’s theory is that human needs are arranged in a hierarchy. They include physiological needs, safety needs, social needs, esteem needs, and self-actualization needs. An unsatisfied need motivates one to take action to satisfy it.

71. Alternative evaluation is the process by which people select, organize, and interpret information to form a meaningful picture of the world.

72. The consumer’s purchase decision will be to buy the most preferred brand, but two factors can come between the purchase intention and purchase decision. The first factor is need recognition.

73. After purchasing the product, the consumer will be satisfied or dissatisfied and will engage in postpurchase behavior.

74. Almost all major purchases result in cognitive dissonance, or discomfort caused by postpurchase conflict.

75. When a consumer learns about a new product for the first time and makes a decision to try it, it is called the alternative evaluation process.

76. People differ greatly in their readiness to try new products. In each product area, there are “consumption pioneers.” They are also called laggards.

77. Early adopters are guided by respect; they are opinion leaders in their communities and adopt new ideas early but carefully.

78. The early majority are deliberate; although they rarely are leaders, they adopt new ideas before the average person.

79. The late majorities are skeptical; they adopt an innovation only after their friends have tried it.

80.    In general, innovators tend to be relatively older, more mature, and have a lower income than late adopters.

81.    Five characteristics are especially important in influencing an innovation’s rate of adoption. Two of these are relative advantage and compatibility.

82.    Although consumers in different countries have different values, attitudes, and behaviors, the products they buy are very similar to each other.

83.    Dissonance-reducing buying behavior occurs when consumers are highly involved with an expensive, infrequent, or risky purchase but see a lot of difference among brands.

84.    Alternative evaluation is how the consumer processes information to arrive at brand choices. Consumers do not use a simple and single evaluation process in all buying situations.

85.    The consumer’s purchase decision will be to buy the most preferred brand, but two factors can come between the purchase intention and purchase decision. The first factor is need recognition.

Chapter 6

Business Markets and Business Buyer Behavior

86    Provide an overview of the business buying process.

87. Scenario

            A-1 Stampings, Inc., produces 14 metal stampings for the automotive industry. For the next model year, six of those stampings will require a slight change—two will have an extra hole punched through the side, two will require an extra plating process, and two will require an additional weld operation.

            In the meantime, the purchasing agent Richard Koehl has been asked to reduce the number of A-1’s steel suppliers in an effort to cut costs. After obtaining updated price quotations and steel samples from his current suppliers, Richard faced a dilemma. Till now, he had selected his suppliers based on quality and price, but a major consideration had been the type of steel required and the specialized production processes of his respective suppliers. Not all of A-1’s suppliers could produce the exact grades of steel needed; some suppliers were better at producing certain types of steel than others.

            Richard contacted various employees at A-1 who had worked with the various types of steel in the past. The quality control manager and line inspector, for example, could help to determine which suppliers had the capabilities of producing specific types of steel. The production control manager, in addition, could provide input regarding which types of steel worked best in which presses. Even the warehouse foreman gave input regarding how long various types of steel could be held in inventory before rust spots began to form on the surface of them. Each person contributed the necessary information to help Richard in making his decision.

1.Explain how the business buying process took place in this scenario.

2.Explain the complexity of the buying decision in this scenario.

88. How do marketers differentiate among needs, wants, and demands?

89. Explain marketing management in today’s terms.

90.        What goes into a company’s macroenvironment?

91.        Describe important factors in the marketing environment.