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COURSE DESCRIPTIONThis is an elementary course in marketing
which builds the foundation of marketing to students pursuing
business programmes. It aimed at exposing students to the theory
and practice of marketing discipline as a result develop students
who can analyse, plan, implement and control marketing efforts at
different situations in the business environment.
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THE LEARNING OUTCOMESAt the end of the course, students should
be able to:Explain basic concepts and practice of marketing in
general.Identify and interpret customer need in terms of goods or
services.Describe the idea of what marketing field
entails.Articulate the administration of marketing mix.Formulate
effective plans for implementation and control of marketing
strategies.
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DELIVERY MODELecturesSeminarsGroup discussions and
presentationsCase Studies/Field VisitsSelf Study
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EVALUATION MODE1st Assignment 10%2nd Assignment 10%1st Test
15%2nd Test 15%End of semester Examination 50%Total 100%
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THE MAIN READINGSREQUIRED READINGSKotler P. and Keller, K.
(2008): Marketing Management, 13th Edition, Prentice Hall-London
UK,Baker, M. & Hart, S. (2007): Marketing: An Introductory
Text, 6th Edition. McMillan Education Ltd, Hong KongJobber, D.
(2006) Principles and Practices of marketing, 5th Edition. Prentice
Hall-London-UK
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RECOMMENDED READINGS
Cohen, W. A. (2003) The Marketing Plan, John Wiley & Son,
Inc. New York.Cunningham, H.C. and I. C. M Cunningham (2005),
Marketing Principles and Application, Mc Graw Hill, Ryer Son
Ltd.
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COURSE CONTENT1. An overview of marketing 2. Marketing
management process3. Examination of marketing environment4. Market
characteristics and buyer behaviour5. Market measurement and
forecasting 6. Market segmentation.7. Understanding marketing mix8.
Marketing for non profit organisations
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LECTURER: MNZAVA, J.AMy ContactsBox 5151 MorogoroTel:
0659116666; 0777767779E-mail: [email protected]
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My Time Table
BUS 110BECA ILT.3BUS 205BBA II MKTB.108BUS 275BBA II
ED(B.108)BUS 5112MBA CMMON18-19TUE17-19 A CR 1117-1811-13MCWED11-13
C B10818-1913-15THR11-13 LT 313-15MCFRD11-13 B 14-16 (A)16-18
(B)Mbeya
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YOUR CONTACTSANDREW JAMBIA Phon: 0686664786/0754217600Email:
[email protected] email:
[email protected] George Phone number 0755245350E
MAIL: [email protected]
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1.0 An Overview of Marketing1.1 Marketing defined1.2 Key
concepts/terms of marketing1.3 Micro and Macro Marketing1.4
Marketing evolution or Business Philosophies1.5 Application and
significance of Marketing.
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1.1 Marketing DefinedMarketing is a social process through which
individuals and groups obtain what they need and want through
creating and exchange of products and value with others
(Kotler)Marketing consists of performance of business activities
that direct the flow of goods and services from producers to
consumers or users (Committee on Definitions)
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Marketing is a total system of business activities designed to
plan, price, promote and distribute want satisfying products and
services to present and potential customers.(Stanton)Marketing
consists of individual and organizational activities aimed at
facilitating and expediting exchanges within a set of dynamic
environmental factors.(Pride and Ferrel)
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1.2 Key ConceptsMarketing as a social processIndividuals and
groupsNeeds, Wants and DemandExchange processProducts Marketing
ActivitiesMarketing Variables
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Marketing and ExchangeDefinition: Exchange is the act of
obtaining a desired product from someone by offering something in
return.
Conditions: (1.) Participation of two or more parts, (2.)
Possession of something of value, (3.) Ability to communicate, (4.)
Freedom to accept or reject the offer,(5.) Appropriateness and
desirability
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1.3 Micro and Macro MarketingThe concept of micro and macro
marketing were pioneered by Perreault and Jerome Mac Carthy in
their seminar book Basic MarketingMicro marketing is a strategy
used to target a small segment of consumers with specific needs for
products in the marketMacro marketing is always large in scope. It
addresses issues at the nexus of the market and society.
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Micro marketing is more concerned with how firms make decisions
on what product to make and market, methods of production, brand
management, pricing decisions, channels of distribution, the
consumer behavior of individuals and packing and promotional
decisionsMacro marketing on the other hand is more concerned with
marketing and social responsibilities, overall consumer behavior
patterns, market regulation laws, efficiency of the marketing
systems, socially admirable advertising techniques and social
responsibilities.
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1.4 Marketing EvolutionGeneral IntroductionMarketing
PhilosophiesMarketing ConceptExpanded Marketing Philosophy
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1.4.1 General IntroductionMarketing happened for the 1st time
when Adam was able to communicate with Eve and there was an
exchange of emotion, love, care and passion. Though there was no
profit motive there was a substantial exchange for mutual benefit
between both the parties.
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Whenever there was surplus of possession or outputs people
started exchanging them for the products of their choiceIn the
subsistence economy marketing was a peripheral activityMarketing
developed more after industrial revolution whereby a new class of
people called salesmen emerged.
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1950s- The decade of advertising1960s- The decade of the pure
marketing manager1970s- Marketing evolved from practice to a
discipline of learning led by Philip Kotlers seminal text Marketing
Management1980s- Strategic Marketing1990s- Service Marketing2000-
Internet Marketing
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1.4.2 Marketing PhilosophiesProduction ConceptProduct
ConceptSales ConceptMarketing ConceptSocietal Marketing Concept
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1.4.3 Marketing ConceptDefinition of the marketing conceptBasic
Elements of the marketing conceptProblems of Implementing Marketing
ConceptDifferences between Selling and Marketing Concepts
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Basic Elements of the Marketing ConceptA firm must find what
will satisfy customersCreating satisfying productsGet the products
into the hands of customersContinue to alter, adapt, and develop
products to keep pace with customers changing desires and
preferencesConsider long term desires as well.Coordinate all
activities
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Problems of Implementing the Marketing ConceptNot possible to
produce product which satisfy all customer, because differ in
desireProduct development, lack of technologySatisfaction of one
segment can cause unsatisfication of other segment, eg use of
cigallate.Decline of employee morale, due to coordination.
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Differences between Marketing and Selling Concepts
SELLING CONCEPTMARKETING CONCEPTOrientationVolumeProfitTime
HorizonShort term profitabilityLong term profitabilityMeansHard
selling promotionIntegrated marketingFocusNeeds of the sellerNeeds
of the buyerStartExisting ProductsTarget CustomersEmphasisAchieving
More SalesCustomer Satisfaction
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1.4.4 Expanded Marketing PhilosophyExpanded marketing
philosophies are well explained by a holistic marketing
concept.Holistic concept relates to a study of the whole instead of
a separation into parts.The four components that characterize
holistic marketing are relationship marketing, internal marketing,
integrated marketing and socially responsive marketing.
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1.5 Application and Significance of MarketingTo Individuals:
Satisfaction, Accessibility, Information and ultimately High
standard of livingTo Organizations: Profitability, market share,
competitiveness, Sales Revenue, Liquidity, Relationships,
Innovativeness, and Information.To the Society: Employment,
Economic Growth, High Standard of Living, Political and Economic
ties.
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REVIEW QUESTIONMicro marketing pits companies at odds with the
goals macro marketing. Activities that make sense at the micro
level may be hard to justify at the macro level. Discuss.
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2.0 Marketing Management Process2.1 Identification of Marketing
Opportunities2.2 Researching the Target Markets2.3 Developing the
Marketing Strategies2.4 Planning the Marketing Tactics2.5
Implementing and Controlling the Marketing Effort
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2.1 Identification of Marketing OpportunitiesIn identification
and analyzing marketing opportunities, marketing personnel make
careful observations about the changing marketing environment and
acquire a deep understanding of how consumer markets and
organizational markets arrive at their buying decisions. The
elements of the marketing environment to be analyzed are economic,
political, legal, cultural, social, technological and demographic
factors.
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2.2 Researching the target markets Researching and selecting
target markets, requires marketing personnel to engage in formal
marketing research and data collection, careful measurement of
market size and future sales and profits, and careful segmentation
of the market so that the most attractive market segments can be
selected and proper positions taken by the company in each markets
segment.
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2.3 Developing the Marketing StrategiesMarketing strategy is the
marketing logic by which the business unit expects to achieve its
marketing objectives. Developing marketing strategy consists of
marketing decisions on the businesss marketing expenditures,
marketing mix and marketing allocations in relation to expected
environmental and competitive conditions
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2.4 Planning the Marketing TacticsPlanning marketing tactics
calls for marketing personnel to fine tune the marketing mix
elements of product, price, place, and promotion so that they are
cost effective in reaching the marketing objectives. In planning
marketing tactics marketing managers need to take care of
synergism. Synergism is the cooperative action of discrete elements
of the marketing system such as that the total effect is greater
than the sum of the effects taken independently.
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2.5 Implementing and Controlling the Marketing
EffortImplementing and controlling the marketing efforts calls for
developing a marketing organization, staffing it, assigning
responsibilities for implementing all the activities in the plans
performance in the market place, and taking corrective action when
it is warranted (need).
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3.0 Marketing Environment
3.1 Macro Environment3.2 Micro Environment
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4.0 Market Definition and Buyer Behavior
4.1 Definition of Markets4.2 Types of Markets and their
Characteristics4.3 An Overview of Buying Behaviour4.4 Consumer
Buying Behaviour4.4 Organizational Buying Behaviour
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5.0 Market Measurements and Forecasting
5.1 Key terms associated with market measurement5.2 Market
demand, market forecast, market potential, market share, company
demand, sales forecast and sales potential5.3 Estimating Current
Demand5.4 Methods of demand Forecasting5.5 Types of market demand
and appropriate marketing effort
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6.0 Market Segmentation6.1 Market segmentation Meaning.6.2
Conditions for effective segmentation6.3 Bases or criteria for
market segmentation6.4 Marketing targeting6.5 Product
Positioning
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7.0 Understanding the Marketing Mix
7.1 Introduction to marketing mix the concept7.2 Product
planning and development7.3 Pricing7.4 Distribution7.5
Promotion
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7.1 Product Planning and Development
7.1.1 Definition of Product and Classifications7.1.2 Products
Mixes and Product Lines7.1.3 Overview of Branding, Packaging and
Labelling7.1.4 New Product Development7.1.5 Product Life Cycle
Concept
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7. 2 Pricing
7.2.1 Pricing policy objectives7.2.2 Price Determinants7.2.3
Pricing Procedures and Approaches7.2.4 Pricing Strategies
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7.3 Distribution7.3.1 Channels of Distribution7.3.2 Physical
Distribution7.3.3 Major Components of Physical Distribution.
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7.4 Promotion7.4.1 Nature and Importance of Promotion7.4.2
Communication Process and promotion.7.4.3 Promotional mix elements
i.e. advertising, personal selling, sales promotion and
publicity.
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8.0 Marketing for Non Profit Organizations8.1 Application of
marketing in non profit activities8.2 Marketing activities in
non-profit organizations8.3 4Ps for non-profit organization