Free Sample: Principles of Marketing paper example for writing essay

Principles of Marketing - Essay Example

The course content includes a study of the relationship between marketing and society, nature and functions of marketing, marketing management processes, marketing tools, the markets, and the consumers. Course Objectives The main goal of the course is to provide an overview of the basic principles underlying modern marketing theory and practice. It will provide participants with an understanding of the analysis that is necessary for taking marketing decisions, and the wide range of factors (and interactions of those factors) that need to be considered in the design of a marketing program.

Students should come away with his course with an understanding of the marketing system and its role within the Malaysian economy and within an individual firm by studying how products and services are planned, priced, promoted, and distributed in order to satisfy consumers’ wants. Learning Outcomes upon completion of the course, students should be able to: CLC define and apply knowledge of the key marketing concepts. 0 explain how discuss the factors influencing consumer behavior. 0 discuss the ways in which product, pricing, place (distribution), and promotion affect marketing . Write a simple marketing plan. Required Materials Kettle, P. & Armstrong, G. 2012), Principles of Marketing, 14th Edition, Pearson. Optional/Additional Materials Nor Khalid’s ABA and Hussein Cameraman (2013). Oxford Revision Series: Principles of Marketing, (2nd De), Oxford University Press, Shah Lam. Lamb, C. W. , Hair, J. F. & McDaniel, C. (2012). Essentials of Marketing, 7th De. , South- western CONGAED Learning, USA. Course Assessment Coursework (Assignments/ Group Project) Forums Final Examination Total 100% Course Requirements & Policies Attendance Attendance will be taken.

Students are expected to turn up to class on time as to avoid disturbances and being late for participating in the class discussions. Regulation. Class Participation Students are encouraged to participate as much of the learning will come from discussion during class. It is expected that you switch off your hand phone! “Smiling” is totally prohibited! During class, you may be required to Join as participants in marketing research projects. Please dress decently and appropriately (according to university dress codes) when attending classes. Group projects & Assignments There will be group projects and assignments.

For group project, work together with your group members and at the end of the project your group members will assess your contribution to the project. You are expected to do a group presentation before submission of written copy during the semester. Assignments will be uploaded in EUNICE. In class assignments must be submitted on the specified date otherwise you may be penalized for late submission. If you encounter any problem to submit assignments on the specific date, you are required to inform the lecturer within 2 days of the specified date.

For any type written assignments given, the format of the paper should be as follows: 0 A cover page with your details – Name, Student ID and Sections ( as registered in SMS) 0 Font: Time New Roman , size 12 with 1. 5 spacing Include a reference page for every assignment that you submitted. Students are required to participate in ALL 3 forums posted by the Course Leader and marks will be assigned based on the quality of the discussion. Accessing/ Checking EUNICE Virtual It is utmost important for students to access and check their EUNICE Virtual for any updates and information pertaining to the course regularly throughout the semester.

Free Sample: Principles of Marketing paper example for writing essay

Principles of Marketing - Essay Example

Describe the differences between chain stores and franchises. In a chain business, one parent company owns all of the business locations, whereas independent owners operate individual stores in a franchised business concept. With a chain restaurant, one company handles all of the management for the entire business. In the case off franchise, there’s no central ownership actively involved with all of the stores.

Investors often purchase more than one franchise, UT many owner/operators typically run Just on location. When a company decides to expand, It can sell franchises or expand on Its own. When the company decides to franchise, it sells its proven business system and brand to an investor. For example, an already successful restaurant can transfer the business model and brand to investors in other towns. If the main business decides to expand on its own, It buys the equipment and real estate necessary for expansion. With franchises, individual business owners control quality in the independent action.

If one restaurant does not perform up to the standards set forth by the franchiser, it can reflect negatively on the overall brand. With chain stores, the parent company retains the quality control In each Individual restaurant. One of the key differences between franchising and chain stores Is the amount of risk involved. When a company chooses to expand with chain stores, It assumes all of the risk on Its own. It funds the entire expansion project. By comparison, when a company franchises, It passes some of the risk onto other Investors.

Franchising represents less risk for the parent company, but It shifts the risk to the franchise. When expanding a business, the owners must consider the potential Involved. When assuming the full risk of expansion with a chain, the owners gain greater potential for profit. The central ownership retains all of the profit generated from each chain store. When a company decides to expand, it can sell franchises or expand on its own. To expand on its own, it buys the equipment and real estate necessary for expansion. Rent company retains the quality control in each individual restaurant. One of the key differences between franchising and chain stores is the amount of risk involved. When a company chooses to expand with chain stores, it assumes all of the risk on its own. It funds the entire expansion project. By comparison, when a company franchises, it passes some of the risk onto other investors. Franchising represents less risk for the parent company, but it shifts the risk to the franchise. When expanding a business, the owners must consider the potential involved.

Free Sample: Principles of Marketing paper example for writing essay

Principles of Marketing - Essay Example

Resources- this is the financial, human and physical resources used for the M-peas service provision. A good example of the human resources is the safaris M-peas agents. * Managerial leadership styles- this is the style the management uses to lead or manage the employees of the organization. For example some managers give employees powers to make their own decision in case of a problem this motivates the employees and by showing that they too are part of the management and It also reduces b External business environment Includes: Competitors- this are the mobile service providers that offer the same mobile banking services such s safaris.

For example, Airtime money and You-cash. They affect the ability of safaris to make profit since they have to share their consumers and thus minimal profits * Political systems- they create the rules and framework through which the business operates. This is where by the government will come up with laws that guide the business operations. For example the consumer protection policy which protects the consumer from being exploited by product and service revisers * Economic systems- the economy Is never constant it moves from period of high productivity known as a boom to periods of low productivity in other words Inflation. Monetary system- the monetary system facilitates monetary exchange In the business. This Is what enables the M-peas business to run as It Is, this Is because without the money the Weeps cannot work * Social system- these are the attitude and behavior involved in human relationship. Consumption of most product and services b) What is market positioning? (2 marks) Market positioning can be defined as the act of trying to influence consumer perception of a brand or a product relative to competing brands or products. Marketers try to influence the consumers’ choice of brand or product to favor them rather than their competitors. ) From your own knowledge of the product and the Kenya market explain how Sassafras positioned Its M-peas product In the market (8 marks) product in the market was by identifying a market niche that needed to be covered. There was Ned for money transfer and saving services especially for the population hat could not access banking services. * Through advertisement- safaris has tried to really position its M-peas product through advertisements in televisions, radios, newspapers, social network, internet, bill boards among others.

This is to sensitizes the Kenya population of the existence of the M-peas services in the market * Informing the target consumers on the advantages- Safaris has made sure that through the media it has informed the target consumer of the benefits of using M- peas services * Network coverage- by making sure that their network coverage was disappeared throughout the country even in the innermost rural areas where other mobile network services could not reach at the time * Effective customer services- by providing effective and trusted customer service to its customers they were able to show that they were offering a reliable service d) Describe the Safaris M-Peas consumer and the factors that influence his/her choice of Safaris mobile money services (10 marks) The Safaris M-peas consumers range from rich business men to the farmer who earns his living through farming in the rural areas.

Some of the M-peas consumers are as follows: * Businessmen- they use M-peas services in their day to day running of their businesses this is * Individuals- who use the M-peas services for saving purposes, sending or withdrawing money, buying airtime, paying bills among others * Organization such as supermarkets and companies- they use the M-peas services to receive payments made by their clients * Businesses- they use M-peas till numbers to receive payments made by customers who do not want to use paper money * No’s – use the services to receive donations made to them in monetary Oromo from sponsors and other well wishers * Rural areas customers- this are people who live in the rural areas and are not able to access banking services, thus they use M-peas services to compensate for the lack of regular banking services Factors that influence the consumers’ choice of Safaris mobile money services 1 .

Easy to use- m-peas services are easy to use since steps on how to go about each transaction are clearly stipulated in the M-peas phone menu 2. Common mobile service provider- Safaris is the most common n largest mobile service provider marred to others, thus most people use their mobile money services 3. Agents are widespread- M-peas agents are widespread all over the country thus making it easy for the consumers to access the services 4. Payment of bills- since the introduction of M-peas, its consumers are able to pay bills such as electricity bills, water bills, school fees and many others 5. Services offered- an M-peas consumer can send money, withdraw money, buy airtime, pay bills n other services.