Topic 6

Topic 6 - Developing Marketing Strategies

•  What is Marketing?
•  Marketing Plan: The 5 Ps
  -Product
  -Price
  -Promotion
  -Place
  -Packaging 
• The Consumer Buying Process

Tutorial Questions 

1. What is marketing? Define. Also identify the 5 Ps of marketing.

2. What are features and benefits? Explain and provide one feature and benefit for a product you are familiar with.

3. Explain the consumer buying processes by using a product you have personally purchased as an example.

4. In which life cycle stage is the iPhone ver. 1.0 currently under? Why do you say so? And what about the iPad Air?

5. Harris is a highly-trained Om Beatles Yoga instructor (this form of yoga involves the trainee adopting a yoga pose while singing the Beatles song “Yesterday’ backwards) and he plans to open a yoga school in Malaysia. What pricing strategy should he adopt for her class? Why?

6. What is the advantage of selling products through a non-direct distribution channel? Disadvantage? Provide ONE (1) example.

7. What is product placement? Provide TWO (2) examples (other than the ones already provided in the lecture notes) to illustrate.

8. You are the marketing manager in charge of selling women’s lingerie products to various international markets. What concerns would you have regarding the packaging for such a product? Provide THREE (3).

Answer