AB1501

Marketing
Lecture 01

boonchong@ntu.edu.sg
6790-5710
Course Introduction
Course Administration
Textbook: Principles of Marketing:
An Asian Perspective (4th Edition)
Author : Kotler
Publisher : Pearson
Print ISBN : 9781292089669
eBook ISBN : 9781292089751

NOW AVAILABLE!

Available @ NTU Booklink

 Course Assessment
Component Marks Individual/Team
Experiment/Critique 10 Individual
Proposal (Slide Deck Report 5+5 Team + Individual
and Oral Presentation*)
Marketing Plan (Slide Deck 25 + 20 Team + Individual
Report and Oral
Presentation*)
Reflection Paper 9+6 Individual
Participation 20 Individual
* Refer to the Zoom Guide resource for tips on recording video presentations.
Introduction to Marketing
 Food for Thought: Is marketing just about getting the
customers to buy your product/service by promoting it
to potential customers?

Source: www.americantourister.co.uk
Participate in the Polls
In order to participate
in the poll, scan the QR
code or go to the
following link:

www.wooclap.com/NXNXJD
 Understand the Marketplace
and Customer Needs and Wants
The Marketing
Design a Customer-Driven
Marketing Strategy
Process

Construct an Integrated Marketing

Program that Delivers Superior Value

Build Profitable Relationships

and Create Customer Delight

Capture Value from the Customers to

Create Profits and Customer Equity
Chapter 1 (pp. 5-24 & pp. 28-30)
Understanding the Customer
• States of felt deprivation
Needs such as physical, social, and
individual needs

• Forms that needs take as

Wants* they are shaped by culture
and individual personality

• Wants backed by buying

Demands power

* View Euromonitor International Chapter 1 (pp. 6-7),

video “The Evolution of Indulgence”. Chapter 5 (pp. 150-152)
 Source: HBR YouTube

This video will explain why we should focus on

customer needs rather than be product-driven.
Customer Value and
* Read McKinsey Quarterly article “The Three Cs
Satisfaction* of Customer Satisfaction: Consistency,
Consistency, Consistency”.

Chapter 1 (p. 7 & p. 17)

Introduction to Marketing
Overview of
Customer-Driven Strategy
Company and
Marketing Strategy

Chapter 2 (pp. 41-62)

 Marketing
Management

Chapter 1 (pp. 9-10) and Chapter 2 (pp. 52-62)

 Customer-Driven
Marketing Strategy
Chapter 2 (pp. 53-55) and Chapter 7 (pp. 206-234)
 PRICE Marketing
PRODUCT Mix

Chapter 2 (pp. 55-56),

PLACE
Chapter 7 (pp. 234-235),
and Chapter 8-17 PROMOTION
Analysing the Marketing
Landscape
Overview
 Marketing Research*
Internal Data
Data sources within the
company network
Competitive Marketing Intelligence
Publicly available information about the
marketing environment
Marketing Research
Data relevant to a specific
marketing situation
* Refer to “Information Resources “ file for Chapter 4
examples of sources of market information. (pp. 106-122 & pp. 127-128)
Marketing Analysis
SWOT (or TOWS) Analysis

Chapter 2 (p. 57)

 The Macroenvironment
The larger societal forces that affect
the microenvironment:
Possible
alternative
model:
PESTEL
Analysis.

Chapter 3 (pp. 75-91) and Chapter 19 (p. 618)

 The Microenvironment
The actors close to the company that
its ability to serve its customers:
Possible
alternative
model: Porter’s
Five Forces. View
HBR video for a
short
explanation.

Chapter 3 (pp.73-75),Chapter 5, and Chapter 6

Responding to the
Marketing Environment

Proactive
Reactive
Chapter 3 (pp. 91-92)
 Responding to the
Marketing Environment

SWOT
(TOWS)

Source: Philip Kotler, Hermawan Kartajaya, Hooi Den Huan

and Sandra Liu, Rethinking Marketing, Prentice Hall, 2007
 Source: Bloomberg YouTube

Food for Thought: What factors have led to the rise of

Zoom as a household name?
Analysing the Marketing
Landscape
Macroenvironment
Demographic Environment*

* Refer to “Singapore Population” infographics

by Department of Statistics Singapore. Chapter 3 (pp. 76-79)
Demographic Environment
Changing Age Structure
Many countries in the world are
facing greying populations.

What is the
difference
between age
and
generation?

Chapter 3 (pp. 77-79) and Chapter 5 (p. 145) Source: economist.com

Demographic Environment
Changing Household Patterns

Trends in Trends in Changing Trends in

Divorce Marriage Gender Birth Rate
Rate Rate Roles Baby Bonus
Scheme in
#changedestiny
Singapore to
increase the
birth rate.

Chapter 3 (pp. 76-77) and Chapter 5 (pp. 144-145)

Food for
Thought: Do
you think it
will be a
backlash for
such an
advertisement
in Singapore?

“British retailer Mothercare is facing a backlash after

advertising its range of cleaning toys with young girls
dressed as 1950s housewives.” Source: cnn.com
Source: The Straits Times
“Fewer babies were born in Singapore last year (2018) compared with
2017. The country's overall total fertility rate fell to 1.14.”
Source: CNA YouTube
“A first-of-its-kind study on stay-at-home fathers is recommending
extended paternity leave to encourage more shared parenting
responsibility. According to the study, the majority of stay-at-home dads
did so, not by choice, but out of necessity.” Source: CNA YouTube
Source: Nielsen Insights
Demographic Environment
Education
and Occupation

Educational
Attainment
Changes in
Chapter 3 (p. 104) Occupation Types
and Chapter 5 (p. 145)
Demographic Environment
Geographic Shifts in Population

Migratory Movement
Between and Within Telecommuting
Countries
Chapter 3 (p. 79)
Demographic Environment
Increasing Diversity
Nationality

Ethnicity Sexual
Orientation
Food for Thought:
Increasing Disability
Diversity or
Increasing Awareness?
Chapter 3 (p. 79)
 Economic Environment
Economic environment affects
consumer purchasing power and
spending patterns.*

Developed
Developing Economies
Subsistence Economies
Economies
* Refer to “Singapore Economy” infographics Chapter 3 (pp. 79-83)
by Department of Statistics Singapore. and Chapter 5 (p. 148)
Economic
Environment
A widening income
gap has created a
tiered market. Value marketing
involves ways to offer
Chapter 3 (pp. 82-83)
and Chapter 5 (p. 148) buyers greater value.
“Predicting the path ahead has become nearly impossible, as
multiple dimensions of the crisis are unprecedented and
unknowable. Pressing questions include the path of the shock and
recovery, whether economies will be able to return to their pre-
shock output levels and growth rates, and whether there will be any
structural legacy from the coronavirus crisis.”
Source: HBR YouTube
“Surprising strategies to ride out tough times. Why do some companies
invest, spend on infrastructure, expansion and hiring during uncertain times
and what they gain from this?“ Source: CNA Insider
Natural Environment

Source: telegraph.co.uk

Chapter 3 (pp. 83-85)

 Natural Environment
Environmentalism
Environmental sustainability
involves getting profits while
sustaining the environment:

Source: ChannelNewsAsia.com

Chapter 1 (p. 28)

and Chapter 20 (pp. 653-658)
“Every year, Amazon and other retailers end up with
billions of pounds of excess, unsold inventory that
they’re sending straight to landfills, or incinerating…….
The problem is only growing as Amazon leads the way in
bringing more shoppers online, where the rate of returns
is 25%, compared to just 9% for in-store purchases. Now,
the e-commerce giant and other tech companies and
retailers are increasing donation efforts and using data
and A.I. to cut back on the wasted inventory clogging our
landfills and our planet.” Source: CNBC YouTube
“Lettuce and other vegetables grown
in plant factories have become a hot
commodity in Japan, as consumers
fearful of contracting the coronavirus
seek out foods that were raised in
sanitary environments and
prepackaged before hitting stores.
Those vegetables are pricier than
conventionally grown varieties, but
their prices have come down. And the
factories' ability to maintain consistent
quality and stable production volume
has added to their appeal as the
pandemic disrupts food imports.”
Source: Nikkei Asian Review
 Food for Thought: Will you buy
groceries and other household
items from this store?
* View CNA video “Bring Your Own Containers: A Packaging-Free Store in Singapore”.
 Technological
Technology creates Environment
new products and
opportunities.*
Products have to be
practical and
affordable to be
commercialised.
* View IBM Think Academy video “ How Source: Marketing Interactive
It Works: Internet of Things” and CNBC
video “Why Tesla (and Everyone Else in Chapter 1 (pp. 24- 25)
Tech) is Obsessed With Batteries”. and Chapter 3 (p. 85)
* View CBS This Morning video “Cashless Food for Thought: Going cashless has its
Trend Worries Lawmakers: If It's Not benefits and costs. Should Singapore aim for
Discrimination, It's Elitism”. a fully cashless society?
 Political Environment

Chapter 1 (p. 28), Chapter 3 (pp. 86-87), and Chapter 20 (pp. 641-642 & p. 658)
Food for Thought: Are the updated regulations for e-scooters
appropriate for the current environment in Singapore?
“Foodpanda said it has stopped using e-scooters for deliveries, a day
after Deliveroo announced that it is no longer working with e-scooter
riders. Meanwhile, Grabfood said it is reviewing the use of such
devices for its business.” Source: CNA
“Telemedicine startups are
pushing for a brave new frontier
in healthcare. But innovators
and investors need to tread
cautiously in a landscape full of
legal and ethical challenges.”
Source: SGSME.sg
“With millions of people around the country forced to stay home in lockdown
and worried about potentially exposing themselves to the virus, many of them
are turning to telemedicine companies' virtual consultation services.”
Source: CNN Business YouTube
Cultural Environment
Institutions and other forces affect a
society’s basic beliefs and values,
perceptions, and behaviours*.

Source: South China Morning Post

* View TODAY video “No More Chapter 3 (pp. 88-91)

‘Sharing’ in the Sharing Economy? ”. and Chapter 5 (pp. 140-142)
* View CBC News video “This Exhibit Asks Food for Thought: Which do you value more
If It's The Moment or The Selfie That as a consumer? The experience of a place or
Brings Joy”. the chance to take an amazing selfie/photo?
"More than any other generation that came before,
Generation Z is more prepared to open their wallets for
a brand that promotes causes about social impacts, such
as climate, LGBTQ, racial or social justice," said Sertac
Yeltekin, chief operating officer at Singapore-based,
socially focused venture capital fund Insitor Partners.
"This gives them unprecedented power to shape the
success or downfall of companies. They are intrinsically
aware that they can drive this corporate change.“
Source: Nikkei Asian Review