Tutorial 1: An Overview of Contemporary Marketing SECTION A: Discussion Questions

Tutorial 1: An overview of contemporary marketing
SECTION A: Discussion Questions
1. What is marketing? How did you define the term before you read this
chapter? *(2016 September Examination & 2017 September
Examination)
- Marketing refers to the activities promoted by the company about buying

and selling their products, goods and services.
- It all talks about strategies to push sales and depends on real statistics
about the market analysis to promote our products such as buyers flavors,
affordability, attractiveness and so on.
- It can be concluded that as a process of getting potential clients or

customers interested in your products and services.
- It involves the study of the market and consumer behaviors and it analyzes
the commercial management of companies in order to attract, acquire, and
retain customers by satisfying their wants and needs and instilling brand
loyalty.
- Marketing must adapt to change from time to time and also be aware of
customer needs when serving them.
2.What is marketing myopia and how can it be avoided?
- It refers to the mistake of paying more attention to the specific products

than to the benefits and experiences produced by these products.
- Companies neglect to satisfy customer needs and build customer relationships.
Ways to avoid marketing myopia :
- Companies must have a clear vision of its product or services. Don’t just focus
on the value of now and also must keep an eye on the future. The products or
services you provided must make sure updated to today's trends.
- Companies also need to make sure the products or services provided are having
their's value. Diverse your product and not just meet the one need. The
products or services you provided must make sure have many features and
functions that apply to the consumers.
- Companies can also focus on improving production and distribution effectively.

Product produced by your company must ensure that supply to the market is
enough and also always can easily get from the market. Not just for the specific
product and also for all products from your company.
- Companies must control the quality and performance of all your products or
services given to customers. Don't let your customer be disappointed. Companies
must always focus on making continuous product improvements.
3. What are the four variables of the marketing mix? Are the four
variables equal important?
- The four variables of the marketing mix are product, place, price and
promotion.
- These four variables are important as to determine the ways to satisfy

customer’s needs for a product.
- For the variables of product, it is important as this is the first decision you
need to take before making any marketing plan. Product’s quality is also
important to make sure consumer received the items and services provided is
good in quality. So, the business firm must make the right decision on the
choices of product in order to provide good quality for the consumer.
- For the variables of place, it is important as the activities that make the
product available to consumers. This means that your product or services
provided to consumers must be broader in all regions to make sure that
consumers can receive your products and services. For example, the goal of
business executives is always to get their products in front of the consumers
that are the most likely to buy them.
- For the variables of price, it is important as marketers must link the price to
the product's real value, but they also must consider supply costs, seasonal
discounts, and competitors' prices. In some cases, business executives may
raise the price to give the product being a luxury. Alternatively, they may lower
the price so more consumers can afford to buy it.
- For the variables of promotion, it is important as the activities that

communicate the product’s features or benefits and persuade customers to
purchase the product. The goal of promoting a product is to reveal to consumers
why they need it and why they should pay a certain price for it. Marketers tend
to tie promotion and placement elements together so they can reach their core
audiences.
4. Relate customer satisfaction to customer expectation. *(2015
August/September Examination)
- Customer expectations and satisfaction are closely related.
- Customer satisfactions refer to a measurement that determines how happy

customers are with a company's products, services, and capabilities.
- However, customer expectations are formulated from the needs, ideas, and
feelings of customers towards a brand’s products or services. These
expectations represent their desires from the products or services they pay
for.
- Customers want these expectations met for them to feel satisfied with the
customer service and with their purchase.
- Customers feel dissatisfied when they expect something from a company but
get lower performance than what they expected.
- Customers feel satisfied when they expect something from a company and
they can get performance equals to what they expected.
- Customers feel highly satisfied when they expect something from a company
and get higher performance from what they expected.
5. Examine the types of marketing management orientation. *( 2018
January Examination)
- There are 5 types of marketing management orientation which is production

concept, product concept, selling concept, marketing concept and also societal
concept.
- For the production concept, the consumers will be more favours by the
products which are available and highly affordable. Management should focus on
improving production and distribution efficiency. This concept easily will lead to
marketing myopia if not provide enough product and affordable price.
- For the product concept, consumers more favour the products which are
offered in the most quality, performance, and innovation. Management should
always focus more on product improvement. This concept easily will lead to
marketing myopia if not always improve their products.
- For the selling concept, the consumers will not buy enough of the firm's
product unless for the large-scale selling and promotion effort. It is typically
practiced with unsought goods. This concept focuses on creating sales
transactions rather than on building long-term, profitable customer
relationships. The aim is to sell what the company makes rather than making
what the market wants. This concept can earn profits through sales volume.
- For the marketing concept, achieving organizational goals depends on knowing

the needs and wants of target markets and the needs or wants of the target
markets. It delivers the desired satisfaction better than competitors do.
Customers are focus on the paths to sales and profits. This concept can earn
profits through customer satisfaction about the products and services you
provided.
- For societal marketing concept, company’s marketing decisions should consider

consumers’ wants, company’s requirements, consumers’ long-run interests and
society’s long-run interest.

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Tutorial 1: An overview of contemporary marketing

SECTION A: Discussion Questions

- Marketing refers to the activities promoted by the company about buying

- It can be concluded that as a process of getting potential clients or

- It refers to the mistake of paying more attention to the specific products

- Companies neglect to satisfy customer needs and build customer relationships.

Ways to avoid marketing myopia :

- Companies can also focus on improving production and distribution effectively.

- These four variables are important as to determine the ways to satisfy

- For the variables of promotion, it is important as the activities that

- Customer expectations and satisfaction are closely related.

- Customer satisfactions refer to a measurement that determines how happy

- There are 5 types of marketing management orientation which is production

- For the marketing concept, achieving organizational goals depends on knowing

- For societal marketing concept, company’s marketing decisions should consider

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