NAME: AYESHA RAEES

CLASS: 5C

STUDENT ID: BU-19F-113

COURSE: MARKETING MANAGEMENT

COURSE INSTRUCTOR: SIR FARIS

 ASSIGNMENT: 1

REVIEW: CHAPTER 2

we have cover most of the things in this chapter we studied value chain, , holistic marketing,
strategic business unit, market orientation, product orientation, market opportunity analysis,
marketing plan In my point of view this chapter describe the value chain is important in business
to increase efficiency. Due to it business can deliver most reliable and possible cost to create
more customer value and competitive advantage. There will be marketing plan to coordinate
direct marketing effort. We use strategically tools and operations to cope up and maintain the
business.

HOLISTIC MARKET:
There is another market which is holistic marketing acknowledge that everything matter in
marketing.it sees itself as integrating the value exploration, value creation, and value delivery
activities.

STRATEGIC BUSINESS UNIT:

We use SBU in business which is fully functional unit of a business that has its own vision and
direction. It is the important part of the business. It told the business operations which is very
important for any business to know that.

PRODUCT OREINTATION:
In this chapter we studied about the product orientation and market orientation. Product
orientation told us the product of the company. It’s told us the producing quality product and
fixing them at the right price so that consumer differentiate the company products and purchase
it. In this chapter we studied about the product orientation and market orientation. Product
orientation told us the product of the company. It’s told us the producing quality product and
fixing them at the right price so that consumer differentiate the company products and purchase
it.

MARKET ORIENTATION:
Market orientation is an approach to business that prioritizes identifying the needs and desires of
consumers and creating products and services that satisfy them. ... It may sound obvious, but
advocates of market orientation argue that the conventional approach to product development is
the opposite.

BUSINESS UNIT STRATEGIC PLANNING PROCESS:

 Business unit strategic planning process is divided into external environment and internal
environment. Which is directed to goal, strategy, program, implementation, feedback and
control.

SWOT:
SWOT (strengths, weaknesses, opportunities, and threats) analysis is a framework used to
evaluate a company's competitive position and to develop strategic planning. SWOT analysis
assesses internal and external factors, as well as current and future potential.

MARKET OPPURTUNITY ANALYIS:

Market opportunity analysis I related to avail and manage the thing In this market opportunity
analysis example, a utility company hired us to research the US cement industry to determine if
their byproduct could be marketed as an ingredient in the cementations material process. ... This
was an example of a company who considered this market opportunity late in the game. The all
are the topic which I read in this chapter.

REVIEW: CHAPTER 3
In chapter we studied about the organizational environment, layer of external environment ,
MIS, internal record , order to payment cycle, database, data mining, marketing intelligence
system, source of information, analyzing the macro environment, need and trend,
environmental force, population and demographic, economic environment, natural
environment, technical environment, marketing research and firm, exploratory research,
descriptive research, casual research.

ORGANIZATIONAL ENVIRONMENT:
How organization maintain their environment. An organizational environment is composed of
forces or institutions surrounding an organization that affect performance, operations, and
resources.

MI SYSTEM:
 An MIS is a system designed to manage information within a company or organization. MIS
ha three component.

INTERNAL RECORD SYSTEM:

Internal records system, which includes information on the order-to-payment cycle and sales
reporting systems. Marketing intelligence system, a set of procedures and sources used by
managers to obtain everyday information about pertinent developments in the marketing
environment. Marketing research system that allows for the systematic design, collection,
analysis, and reporting of data and findings relevant to a specific marketing situation.

INTERNAL RECORD:
 Order-to-Payment Cycle, Sales Information System, Databases, Warehousing, Data mining,
Marketing Intelligence System

ORDER-TO-PAYMENT CYCLE:
Buyers may wish to be able to pay quickly in order to take advantage of any early
payment discounts available. This process is known as the order-to-pay cycle. For
suppliers, the quicker the invoice can be processed the faster they can be paid for
providing their product or service.

SALE INFORMATION SYSTEM:

Marketing managers need timely and accurate reports on current sales. Wal-Mart knows
the sales of each product by store and total each evening. What I market intelligence? A
Market Intelligence system focuses on the systematic collection and processing of
information from all the relevant sources to ascertain the changing trends in the
marketing environment. There are three type of environment. Economic environment,
natural environment and technological environment.

ECONOMIC ENVIRONMENT:
Purchasing Power, Income Distribution, Savings Rate, Debt, Credit Availability.

NATURAL ENVIRONMENT:
 Shortage of raw materials
 Increased energy costs
 Anti-pollution pressures
 Governmental protections

TECHNOLOGICAL ENVIRONMENT.
 Pace of change
 Opportunities for innovation
 Increased regulation of change

MARKETING RESEARCH:
In business we need a different type of research to boost our business. There are some research
which are exploratory research, descriptive research and causal research in these research we
have find the many financial statements and explore new ideas and problems.

DATA SOURCE:
 We studied about the data resource which tells us data and behavioral data tells us store and
scanning data, catalog purchases, and customer data base .focus group is that who are carefully
selected based on certain demographic, psychographic, or other considerations.

RESEARCH INSTRUMENT:
In marketing we have tools research instruments. They are categorized in qualitative research it
describes the perception of consumers mindset.

SAMPLING PLAN:
A sampling plan is a detailed outline of which measurements will be taken at what times, on which
material, in what manner, and by whom. Identify the parameters to be measured, the range of possible
values, and the required resolution. Design a sampling scheme that details how and when samples will be
taken.

CONTACT METHOD:
And the last one is contact methods which are mail, telephone, personal and online interview .in
market we know that what the method we are used for communication.