#2

Question 1

Why Marketing ?

Answer 1

• acts as the interface/link between the company and its customers
• only department/function/in the company that focuses on the customer
• only department/function that generates revenue for the company through generating sales
• manages the demand for the company by identifying potential demand, controlling the level, timing and composition of demand, identifying declining markets and assessing withdrawal
• influences public opinion and gain support from community

Question 2

Marketing in Shipping

Answer 2

tend to be very large scale projects:capital intensive,long gestation periods, rigid

International shipping competes globally and is subject to increasing political and national pressures

generic competition from the other modes of transport depending on the type of cargo, distance and quantity

Shipping services only be part of the market offering the customer is buying

uncertainty and risks stemming from global political tensions and health concerns

Growth and proliferation in multi-modalism and sea/air & air/sea concepts

Question 3

Marketing Management

Answer 3

art and science of choosing target markets and building profitable relationships with them

influence the level, timing, composition of demand

Question 4

Marketing Management Philosophies

Answer 4

Production Concept
Product Concept
Selling Concept
Marketing Concept
Societal Marketing Concept

Question 5

Production Concept

Answer 5

consumers will favour products that are widely available and highly affordable

concentrate on improving production and distribution
efficiency

focuses on the process of production and distribution

can be applied in following situations :
* demand exceeds supply
* production cost is high
* distribution cost is high

Question 6

Product Concept

Answer 6

consumers will favour those products that offer the most in quality, performance and innovative features

concentrate on producing good products and their
improvements

leads to “marketing myopia” - sellers pay attention to the specific products they offer than the benefits and experiences produced by the products

Question 7

Selling Concept

Answer 7

consumers, if left alone, ordinarily will not buy enough of the organisation’s products unless it undertakes a large-scale selling and promotion effort

management’s task is to undertake aggressive selling and promotion

focuses on “selling” rather than marketing,

typically practised with unsought good (insurance)

short term

Question 8

Marketing Concept

Answer 8

key to achieving organisational goals depends on knowing the needs and wants of the target markets and delivering the desired satisfactions more effectively than competitors.

focuses on the needs and wants of customers as paths to sales and profits.

not about finding the right customers for your product but finding the right product for your customers.

long-term concept

customercentred

“sense and respond”

Question 9

Societal Marketing Concept

Answer 9

key to achieving organisational goals depends on knowing the needs and wants of the target markets and delivering the desired satisfactions more effectively than competitors in a way that preserves or enhances the consumers’ and society’s well-being.

balancing company objectives, consumers, interests of society

possible conflict between consumer short-run wants and consumer long-term welfare.

long-term concept

balances between customer-centredness against societalcenteredness