SFU-SQA PROFESSIONAL DIPLOMA

PROFESSIONAL DIPLOMA IN MARKETING &

BRAND MANAGEMENT

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Module 1- Marketing Management

Week 1 - Introduction to Marketing

U Aung Chit Khin

Founder/President MBA
(Nottingham), Dip M. PG
Dip M (CIM)

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 Marketing Definition
Marketing is the management process
responsible for identifying, anticipating and
satisfying customer requirements profitably.
(Chartered Institute of Marketing)

Identify : Current
Anticipate : Future
Requirements : Needs and wants
Satisfaction : Requirements fulfilled | Problems solved

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 Satisfaction

Expectations Experience
Price & Promotion the 7Ps Mix

Perceived Perceived
Costs Benefits

manage both sides!

promise just enough, deliver more
Reduce perceived costs. Increase value.
Not just satisfy, delight customers
for repeat purchase and recommendation.

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 Needs
Wants
Demand

Customer Value
Company Value
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 Business Philosophies

Product Orientation
- “quality products sell by themselves”
- Quality according to whom?
- Prevalent in technologically driven companies

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 Business Philosophies
selling orientation
“a good salesman can sell a refrigerator to an Eskimo”

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 Business Philosophies
marketing orientation
1. customer focus
Marketing starts with customers information and
ends with customers satisfaction and profit.

2. organizational integration
Everybody does marketing.
It takes the whole team to ensure customer satisfaction
and secure profits.

3. mutually profitable exchanges

Win-win situation.
High customer value at low cost to you.

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The New Way

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 7Ps 7Cs

Product Customer Value

Price Cost

Place Convenience

Promotion Communications

People Consideration

Process Coordination

Physical Evidence Confirmation

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