Aung Chit Khin's Marketing Management Class Activity Analysis

This document presents a comprehensive overview of marketing management principles, drawing from Aung Chit Khin's MBA-level class activity at Strategy First Institute. The assignment defines marketing, emphasizing customer satisfaction and strategic planning, and explores the core concepts of marketing, including the two-fold goal of attracting and growing customers. It delves into market analysis, differentiating between consumer and business-to-business markets, and examines the 7Ps marketing mix. The assignment also covers the importance of understanding needs, wants, and demands, alongside various business philosophies such as production, product, selling, marketing, and societal marketing orientations. It further analyzes the marketing environment through PESTLE and micro-environmental factors, including customers, competitors, suppliers, and the company's internal environment. The document concludes with a discussion of SWOT analysis and a class activity addressing the impact of COVID-19 on a coffee shop, prompting students to consider the challenges and strategic responses required for business survival and safety.

Introduction to Marketing
Management
by Aung Chit Khin
MBA (Nottingham),
Dip M. PG Dip M (CIM)
Principal, Strategy First
Institute

Class Activity
• What is marketing? How Do You Think?
Discussion
Think about the two shop ( the first one is your favourite shop and you
keep always going there ) why?
The second one you think “Bad” and you recommend you friend not to
go there” why ?

Marketing is the management process responsible for
identifying, anticipating and satisfying customer requirements
profitably.
(Chartered Institute of Marketing)
Marketing Definition
Two fold goal of Marketing
(1) To attract potential customers by promising superior value
(2) To grow current customer by delivering value and satisfaction
Strategy First University – Shaping you for a
sustainable edge

Consumer
Business to Business
Business to Consumer
Seller ( Competitors)
• Direct Competitors (Strategic Competitors)
• Direct Competitors (Non Strategic
Competitors)
• Indirect Competitors
• Substitute Competitors
• Resource Sharing Competitors ( Eg. Intel)
Market
Market offering
Satisfaction

Expectations
Price &
Promotion
Experience
the 7Ps Mix
Perceived
Costs
Perceived
Benefits
Satisfaction
Manage both sides!
Promise just enough, deliver more.
Reduce perceived costs. Increase value.
Not just satisfy, delight customers for repeat purchase and recommendation.

Maslow’s Hierarchy of Needs
Needs- are states of felt deprivation.
Wants- are the form human needs take as
they are shaped by culture and individual
personality. (It can be changed)
Demands-are human wants that are backed
by buying power.
Needs, Wants and Demand

There is a myth which is customer needs can be
manipulated by powerful business interests.
If your products do not meet with customer needs
which will happen as shown in figure
Customer buy a drill because
they just want a quarter inch of
hole
In the factor we make cosmetic
But in the shop we sell hope

• Production Orientation
• Product Orientation
• Selling Orientation
• Marketing Orientation
• Societal Marketing
Business Philosophies

Business Philosophies
Production Orientation
-Consumers will favor products that are available and
highly affordable; therefore, the organization should focus
on improving production and distribution efficiency
(Kotler)
“You can have it in any color as long as it is black”
Henry Ford on Model-T
The concept is useful when the market is highly
competitive and price sensitive

Business Philosophies
Product Orientation
consumers will favor products that offer the most in quality, performance, and innovative and
features; therefore, the organization should devote its energy to making continuous product
improvement’
“ build a better mousetrap, the world will beat a path to their doors.”

selling orientation
“a good salesman can sell a refrigerator to an
Eskimo”
Business Philosophies
consumers will not buy enough of the firm’s products
unless the firm undertakes a large-scale selling and
promotion efforts.
This concept is useful when supply exceeds demands or
when company wants to get rid of their surplus products
Selling Orientation

Business Philosophies
Marketing Orientation
achieving organizational goals depends on
knowing the needs and wants of target
markets and delivering the desired
satisfactions better than competitor do’
1. customer focus
2. organizational integration
3. mutually profitable exchanges