Name : Ms.

April Sheen

Module Name : Principles of Marketing

Course : Professional Diploma in Business Management

Intake : 19-B

Lecture Name : Daw Nwe Ni Aung

Date : 10th April 2018

Task (1) the Role of Marketing and Marketing Management Function………………3

 The Role of Marketing……………………………………………….3

 Marketing Management Functions ………………………………..4

Task (2) Customer is the king today, the Value of Customers and

the Stages in Consumer Decision Making Process ………………………5

 Customer is the king today…………………………………………5

 The Value of Customers……………………………………………...6
 Consumer Decision Making Process ………………………………..7

Task (3) Segmentation for Product to Achieve Target Market and Effective …………7

 Market Segmentation………………………………………………..7

 Targeting …………………………………………………………….8

 Positioning …………………………………...………………………8

Task (4) the Marketing Plan…………………………………………………………..8

 Executive Summary…………………………………………….9
 Situational Analysis…………………………………………….9
 Marketing Objectives………………………………………….10
 Marketing Strategy…………………………………………….10
 Marketing Operations…………………………………………10
 Target Market………………………………………………….10

Task (5) Marketing Mix……………………………………………………………...11

 Product …………………………………………………………….. 11
 Price………………………………………………………………….11
 Place………………………………………………………………….11
 Promotion……………………………………………………………12
Task (1) the Role of Marketing and Marketing Management Function

The Role of Marketing

As we’ve considered the key objective of an organization’s advertising efforts is to make

bigger eye-catching relationships with clients that benefit each the client and the
organization. These efforts lead advertising and marketing to serve an quintessential role
inside most businesses and internal society.

At the organizational level, marketing is a central enterprise attribute that is vital in nearly all
industries whether or not or not the (marketing, 2018) (Jeremy, 2018) (Jeremy, 2018)
(Jeremy, 2018) (Jeremy, 2018) (Jeremy, 2018) (Jeremy, 2018) employer operates as a for-
profit or as a not-for-profit. For the for-profit organization, advertising and advertising and
marketing is responsible for most responsibilities that deliver revenue and, hopefully, income
to an organization. For the not-for-profit organization, advertising and marketing is
responsible for attracting clients wished to help the not-for-profit’s mission, such as raising
donations or aiding a cause. For each sorts of organizations, it is no longer probable they can
proceed to exist barring a sturdy advertising and marketing effort.

Marketing is additionally the organizational commercial company vicinity that interacts most
regularly with the public and, consequently, what the public knows about an organisation is
determined thru their interactions with marketers. For example, customers can additionally
agree with a business enterprise is dynamic and innovative chiefly based on its advertising
and advertising message.

At a broader degree advertising and marketing gives remarkable blessings to society. These
benefits include:

• Developing merchandise that satisfy needs, which encompass merchandise that

decorate society’s great of life

• Creating a aggressive environment that helps decrease product prices

• Developing product distribution buildings that provide get admission to two

merchandise to a giant vary of purchasers and many geographic areas

• Building demand for merchandise that require companies to expand their croche force

• Offering strategies that have the potential to deliver messages that exchange societal
behavior in a high-quality way

Marketing Management Functions

Marketing route is the method of creating strategies and agenda for product or services,
advertising, promotions, sales to reach favored client segment. Some features of marketing
management are as following- (Jeremy, functions of marketing, 2018)
 • Distribution Channels

• Financing an Enterprise

• Market Research

• Setting Prices

• Product and Service Management

• Promotional Channels

• Matching Products to Customers

Distribution Channels

Distribution is about discovering out how we are going to get the items or aches my favor to
promote to the human beings who desire to purchase them.

Financing an Enterprise

As a affaire owner, an critical attribute of marketing a product is discovering the money via
investments, loans, or our personal being to pays the introduction and advertising and
advertising and marketing of our objects or services.

Market Research

Market search for is embouchure gathering modern concerning our goal customers.

Setting Prices

Setting the proper charge for our product or largesse can be a challenge.

Product and Service Management

Once we bought determined the goal market and set the rate of our product or service, the
reason turns into to efficaciously control the product or service.

Promotional Channels

Most industrial corporation vendors are acquainted with the thinking of promotion.

Matching Products to Customers

While we tend to think of promoting and marketing as being closely linked, selling is excess
if on the list of the seven functions of marketing.
Task (2) Customer is the king today, the Value of Customers and the Stages in
Consumer Decision Making Process

Customer is the king today

These days customers, it may be in (Rosenbrook, 2018)dividuals or communities, stand out in

a crowd, behave as their own persons, sometimes even quite surprisingly, and this has to be
acknowledged. They are an important source of information for the company, and the
interaction works both ways.

The top five reasons why customer is the king today are-

1. A customer’s perception is their reality

The first motive stems from “The client is usually right” school of thinking. Of course
they’re not; from time to time they get things very wrong. Regardless of this though, clients
are normally key to your enterprise success and you are accountable for their understanding
of your enterprise and offerings and of course – their appreciation is their reality…

2. It’s simpler to hold your customers happy than attract new ones

So awful lot money is spent on making an attempt to attract new customers to a enterprise
when all you clearly wished to do was once to preserve the present clients happy. This works
well in two ways, one certainly when you preserve your original customers you end the churn
and minimize the need to gather more. two The second way it works is by using giving them
a outstanding customer ride they can work positively for you even though word of mouth and
referrals.

3. Complaints spread like wildfire on the Internet

And speak me of word of mouth, reason variety three is an instance of what can show up
when you don’t seem to be after your customers and the phrase of mouth turns into bad press.

4. Without customers we don’t have a business

I don’t comprehend of any businesses that do now not have a client of some sort and in some
form. Two they may also be inner clients working for your business or the more normal
consumer who purchases from you. Two Regardless, they are important, you need them and
the success of your commercial enterprise or your role in the commercial enterprise depends
on them!

5. Brands win or lose how well WOW customer

Once you’ve identified your customer, then put yourself in their footwear and ensure that
something you are doing is efficiently “customer focused”. A top location to get this proper
is to start with some Customer Segmentation. Once you understand your customers you can
in reality begin to WOW them.
The Value of Customers

Customer value is the delight the client experiences (or expects to experience) by taking a
given action relative to the fee of that action.

The given action is traditionally a purchase, however may want to be a sign-up, a vote or a
visit, while the cost refers to anything a customer need to forfeit in order to obtain the favored
benefit, such as money, data, time, knowledge.

Think about the following definition of marketing:

Marketing creates, communicates, and promises value to customers.

Our interior chain of sourcing, operations, processes, sales, marketing, and patron service all
make a contribution to the introduction of value. So do our help operations such as HR and
accounting. All of these factors affect our clients without delay or not directly in some way,
informing their grasp of we.

And this leads to the vital point: The outcomes of our efforts to create value are measured in
the customers’ appreciation of that value.

People do now not buy things because we like them. They purchase them because they like
them, or want them.

More importantly, in this world of choice:

Customers compare their perceived value of similar products when making a decision.

Whether we are deciding on a restaurant to visit, our next car, or which digital advertising
company you desire to use, there are picks accessible and many elements play a section in
forming that decision.

Customer cost is all about subjective perceptions, which can solely be influenced, not
controlled. This offers accountants nightmares. It’s why I love marketing!

Measuring Customer Value

There are many equations and fashions for measuring purchaser value. The simplest is this:

Perceived Value = Perceived Benefits / Cost

In different words, for a given set of benefits, as the fee rises, the perceived cost drops.

This is an important point. Value does no longer refer to price. It refers to the perceived
benefits stood to be gained in the context of price. Cost is solely phase of the equation.
The Stages in Consumer Decision Making Process

Problem Recognition – I need a phone.

Information Search - Samsung Galaxy S9 Plus from facebook.

- Apple iphone X from facebook.

Evaluation - Samsung Galaxy S9 Plus Quality - High quality

-Samsung Galaxy S9 Plus Price - Fair

-Apple iphone X Quality - High quality

-Apple iphone X Price - High

Purchase -Samsung Galaxy S9 Plus

Post Purchase Behaviour -The purpose why i pick Samsung Galaxy S9 plus it does value
$839 and very in a position to buy it for me. And it has RAM 6GB and 3500mAh battery so
that I can use perfectly in my each day life. It's physique fashion is very cool for this cutting-
edge day.

Task (3) Segmentation for Product to Achieve Target Market and Effective
Position

Market Segmentation of Samsung Galaxy S9 Plus

Region 80 countries worldwide
Geographic’s
Density Urban/rural

Demographics Age 18-65

Gender Males & Females

 Occupation Students, Employees,

Professionals

Psychographics’ Lifestyles Reformer

Explorer

Succeeder

Behavior Degree of loyalty Hard core loyals

Soft core

Targeting of Samsung Galaxy S9 Plus

Targeting for non-users, potential users, first-time users, regular users, and ex-users.High
income, high class and middle income, middle class.

Positioning of Samsung Galaxy S9 Plus

Our Samsung product aims more than one segment at the equal time via presenting several
packages of products and services. For example, there are numerous editions of Samsung
SMART Signage professional displays with extraordinary sizes, display screen resolutions
and functionalities and sooner or later with specific price tags. Thus, Samsung appeals to the
needs and wishes of buyers with varying monetary capabilities.

Task (4) the Marketing Plan

Samsung is a South Korean multinational business enterprise those beginning its business as
a small buying and selling employer and proper now turning into world biggest corporation.
The organization deals with its business in numerous sectors such as develop technology,
finance, petrochemical, semiconductors, plant construction, skyscraper, medicine, fashion,
hotels, chemical and others. The enterprise used to be established in 1969 in Suwon, South
Korea and recognised globally for its electronic products (Kelly, 2011). The corporation is
manufacturing quite a few present day technologies, electronic home equipment such as
mobile phones, tablets, laptops, TVs, refrigerators, air conditioners, washers and other
products. The company runs its operations and income its products in sixty one countries
with approx 160,000 personnel in all over the world (SAMSUNG, 2014). Moreover, the
organisation obtained the position of the world largest IT maker in 2009 via beating the
Hewlett-Packard (HP) previous leader. Its income revenue in the phase of LCD and LED is
the perfect in the world. Furthermore, Samsung additionally will become world leader in the
section of tablets, cellular telephones and gadgets.
In marketing plan contain factors are as following;

 Executive Summary
 Situational Analysis
 Marketing Objectives
 Marketing Strategy
 Marketing Operations
 Target Market

Executive Summary

The company’s predominant emphasis the past couple years has been on integration, union,
and encouraging innovation. Samsung is usually getting ready for the subsequent massive
object to hit the market, which is why their science is so a long way beforehand of all main
competitors.

Samsung Electronics has tested to the commercial enterprise world that they are one of the
most prestigious technological know-how groups in the industry. With greater science
developments than our market can manage at this factor and time, Samsung has paved the
way for the future in electronics.

Situational Analysis

SWOT ANALYSIS

Strength 1: Superb displays and cameras

Samsung has lengthy been the world's largest dealer of OLED show panels, and though
companies.Testing software firm DisplayMate known as the iPhone X's Samsung-supplied
OLED the fantastic telephone display it had tested, and argues the S9's edge-to-edge display
pushes the envelope even further, matching or topping files in areas such as shade accuracy,
brightness, colour gamut and display screen reflectance.

Strength 2: A knack for (mostly) getting hardware details right

Many others additionally have top matters to say about the S9 and S9 Plus' respective 5.8-
inch and 6.2-inch displays.

And as was once the case for their predecessors, the phones' rear cameras also acquired a lot
of praise. Particularly the S9 Plus' dual-lens camera, which used to be given a score of ninety
nine (the perfect ever for a smart phone) by way of camera-testing website Domagk. Helping
out: Samsung's proprietary photograph sensors, a special dual-aperture system that (with the
assist of transferring parts) helps a massive f/1.5 aperture for low-light shots and first rate
image-processing.
Weakness: Home-grown software and services that subtract more than they add

The reality that Samsung places its customized Touch Wiz UI on its phones means that S9
fashions should get hold of Android updates later than rival gadgets from the likes of Google,
Nokia and Lenovo, every of which has committed to strolling "stock" Android or something
shut to it.

Opportunities: The main opportunities of Samsung are the entry in the different markets and
international locations in the place of Asia, Africa and America. The corporation would look
to enter in the different international locations to decorate its income and revenue

Through offering the ultra-modern technologies, brand new hardware and software program
phones, laptops and tablet the organization will enhance its function in the international
competitive market.

Threats: The high competitions in the smart phones, tablets and laptops segments are created
danger of the Samsung. Nokia, Apple, Sony Ericsson and BlackBerry are the main opponents
of the organization in the Smartphone and pill segments. Moreover, HP, Dell and Panasonic
are the fundamental rivals in the laptops and pc enterprise and popular in the world will
influence on the revenue and income of a Samsung (SAMSUNG, 2014). In addition, other
organizations leading in the patent of new science and innovation in software or hardware
such as Apple is impacting on its position in the international marke.

Marketing Strategy: Samsung makes use of channel marketing in its industry. And from this
strategy, only provider dealers are taken into account for company sales. Retailers who
current the technology chain are certain to consist of Samsung in their list, due to the fact of
the company being a world-famous brand and Samsung can additionally serve as an choice
for the consumers.The distribution is a compelling phase of the Samsung marketing strategy.

Target Market: Trendy young people, Professional and Large business.

Task (5) Marketing Mix

The 4 Ps, frequently referred to as the marketing mix or the advertising program, represent the
simple equipment which marketers can use to convey their merchandise or services to market. They
are the foundation of managerial advertising and the advertising layout usually devotes a part to
each of these Ps. (wikipedia, 2018)

Inspired by way of the thinking of entrepreneurs as mixers of ingredients, Neil Borden one of
Collation’s colleagues at Harvard, coined the phrase the advertising combine and used it at any place
possible. According to Borden's personal account, he used the term, 'marketing mix' constantly from
the late 1940s. For instance, he is on file as having used the term, 'marketing mix,' in his presidential
tackle given to the American Marketing Association in 1953. In the mid-1960s, Borden published a
retrospective article detailing the early history of the advertising mix in which he claims that he was
once inspired with the aid of Collation’s concept of 'mixers', and credits himself with coining the
term, 'marketing mix'. Borden's persisted and regular use of the phrase, "marketing mix,"
contributed to the system of popularizing the notion all through the Forties and 50s.
The "marketing mix" gained massive acceptance with the publication, in 1960, of E. Jerome
McCarthy's text, Basic Marketing: A Managerial Approach which outlined the elements in the
combine as the memorable four Ps, namely product, price, region and promotion. The advertising
mix is based upon four controllable variables that a corporation manages in its effort to satisfy the
corporation's objectives as properly as the wishes and wishes of a goal market. Once there is grasp
of the target market's interests, entrepreneurs boost tactics, using the 4Ps, to motivate customers to
buy product. The successful use of the model is predicated upon the degree to which the goal
market's needs and needs have been understood, and the extent to which marketers have
developed and effectively deployed the tactics. Today, the marketing combine or advertising
program is understood to refer to the "set of advertising and marketing equipment that the
company uses to pursue its advertising goals in the target market".

The original marketing mix or the 4Ps

Product

The product aspects of advertising deal with the specifications of the true goods or services,
and how it relates to the end-user's needs and wants. The product thing consists of product
design, new product innovation, branding, packaging, labeling. The scope of a product
generally consists of supporting factors such as warranties, guarantees, and support.
Branding, a key factor of the product management, refers to the more than a few methods of
communicating manufacturer identification for the product, brand, or company.

Pricing

This refers to the system of putting a price for a product, which include discounts. The rate
want no longer be monetary; it can honestly be what is exchanged for the product or services,
e.g. time, energy, or interest or any sacrifices shoppers make in order to accumulate a product
or service. The rate is the cost that a customer can pay for a product--monetary or not.
Methods of setting expenditures are in the domain of pricing science.

Place (or distribution)

This refers to how the product gets to the customer; the distribution channels and
intermediaries such as wholesalers and retailers who allow clients to access merchandise or
offerings in a convenient manner. This third P has additionally occasionally been called
Place, referring to the channel by means of which a product or provider is sold (e.g. on line
vs. retail), which geographic location or industry, to which phase (young adults, families,
commercial enterprise people), etc. additionally referring to how the environment in which
the product is bought in can affect sales.

Promotion

This consists of all components of advertising communications; advertising, income

promotion, inclusive of promotional education, public relations, non-public selling, product
placement, branded entertainment, event marketing, trade indicates and exhibitions.

References

https://www.marketing91.com/swot-analysis-samsung/

https://www.slideshare.net/AgnesAggie/marketing-segmentation-targeting-amp-positioning

https://www.grin.com/document/278578

http://inevitablesteps.com/marketing/samsung-marketing-strategy/

https://research-methodology.net/samsung-segmentation-targeting-positioning-multi-segment-
imitative-anticipatory/

https://www.thestreet.com/story/14516687/1/galaxy-s9-reviews-drive-home-samsung-s-strengths-
and-weaknesses.html

www.knowthis.com/what-is-marketing/role-of-marketing

https://www. Marketing