Marketing Management: Customer Value, STP Approach, Marketing Objectives, Ansoff Matrix, Marketing Mix

Marketing Management

Contents
Contents...........................................................................................................................................2
Introduction......................................................................................................................................3
Section 1...........................................................................................................................................3
Customer value hierarchy.......................................................................................................3
Customer value analysis.........................................................................................................4
Section 2...........................................................................................................................................5
STP Approach........................................................................................................................5
Section 3...........................................................................................................................................6
Marketing objectives..............................................................................................................6
Ansoff Matrix.........................................................................................................................7
Section 4...........................................................................................................................................8
Marketing Mix........................................................................................................................8
Conclusion.......................................................................................................................................9
Section 5.........................................................................................................................................10
References............................................................................................................................10

Introduction
Marketing management in an organisation refers to the management which majorly focuses
on practically applying techniques of market orientation and various methods in organisation
which will help a firm in managing its marketing resources as well as activities. The following
report is conducted on Adventa Berhad (Cavusgil, and et. al., 2014). It is a Malaysian holding
company which was founded in 2004. Company initially started from investing in glove making.
They then acquired Electron Beam and Lucenxia which helped them to get into healthcare
business. The following report consist of customer perceived value for the company. There is
description about customer behaviour and marketing objectives of company. Marketing mix plan
for the company to achieve marketing objectives are also mentioned in the report (Pike, 2015).
Section 1
Perceived value for customer refers to the evaluation of various advantages that a product
and service is bringing to a customer in meeting their expectations. In this the product or service
by the company is usually compare to its competitors. There are a number of models which can
be used to determine customer perceived value for Adventa Berhad. Two of such models are
mentioned below:
Customer value hierarchy
Customer value hierarchy is satisfying the needs of customers by making them to buy the
products or services (Cohen, 2015) It is necessary that a customer does not only value the
product on the basis of the price they have paid but also the result which they are obtaining from
the product. There are five levels in customer value hierarchy which are defined below:
 The first one is core benefit which refers to a very basic for which the product is
purchased by a customer. This refers to the basic functionality of product. Adventa
Berhad Provides its customers with healthcare products and supplies basic functions of
which is to provide health benefits to customer.
 Basic product is the very first outlet of the product and its physical appearance. Dealing
in healthcare services Adventa Berhad provides its customer with basic looking products
and major focus is paid on functionality rather than its outlook.
 The third level in this hierarchy is expected product in which very good features are
present in the product. It is necessary that the product is fulfilling the expectations of