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STUDY GUIDE

BMMK5103 Marketing Management

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CENTRE FOR GRADUATE STUDIES

STUDY GUIDE

BMMK5103

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STUDY GUIDE

BMMK5103 Marketing Management

STUDY GUIDE BMMK5103 Marketing Management

STUDY GUIDE

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STUDY GUIDE

BMMK5103 Marketing Management

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STUDY GUIDE

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STUDY GUIDE

BMMK5103 Marketing Management

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STUDY GUIDE

BMMK5103 Marketing Management

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STUDY GUIDE

BMMK5103 Marketing Management

STUDY GUIDE

BMMK5103 Marketing Management

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STUDY GUIDE

BMMK5103 Marketing Management

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STUDY GUIDE

BMMK5103 Marketing Management

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STUDY GUIDE

BMMK5103 Marketing Management

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C" uqekcn" fghkpkvkqp" qh" octmgvkpi" ku" vjcv" ›octmgvkpi" ku" c" uqekgvcn" rtqeguu" d{" yjkej" kpfkxkfwcnu" cpf" itqwru" qdvckp" yjcv"vjg{" pggf" cpf" ycpv" d{" etgcvkpi."

qhhgtkpi."cpf"htggn{"gzejcpikpi"rtqfwevu"cpf"ugtxkegu"qh"xcnwg"ykvj"qvjgtufi0"

Ocpcigtu" uqogvkogu"vjkpm" qh"octmgvkpi" cu" ›vjg" ctv" qh" ugnnkpi" rtqfwevufi" dwv" ocp{" rgqrng" ctg" uwtrtkugf" yjgp" vjg{" jgct" vjcv" ugnnkpi" ku" pqv" vjg" oquv"

korqtvcpv"rctv"qh"octmgvkpi#"Ugnnkpi"ku"qpn{"vjg"vkr"qh"vjg"octmgvkpi"kegdgti0"

STUDY GUIDE

BMMK5103 Marketing Management

Octmgvgtu" octmgv" 32" ockp" v{rgu" qh" gpvkvkgu<" iqqfu." ugtxkegu." gxgpvu." gzrgtkgpegu." rgtuqpu." rncegu." rtqrgtvkgu." qticpkucvkqpu." kphqtocvkqp" cpf"

kfgcu0"Ngv‚u"vcmg"c"swkem"nqqm"cv"vjgug"ecvgiqtkgu0"Vjgug"ctg"cu"hqnnqyu<"

*c+

Iqqfu" ⁄" Rj{ukecn" iqqfu" eqpuvkvwvg" vjg" dwnm" qh" oquv" eqwpvtkgu‚"

rtqfwevkqp"cpf"octmgvkpi"ghhqtvu0""

*d+

Ugtxkegu" ⁄" Cu" geqpqokgu" cfxcpeg." c" itqykpi" rtqrqtvkqp" qh" vjgkt"

cevkxkvkgu"hqewu"qp"vjg"rtqfwevkqp"qh"ugtxkegu0"Vjg"Ocnc{ukcp"geqpqo{"

vqfc{"rtqfwegu"c"92'/52'"ugtxkegu/vq/iqqfu"okz0"

*e+

Gxgpvu" ⁄"Octmgvgtu" rtqoqvg"vkog/dcugf" gxgpvu." uwej" cu"oclqt"vtcfg" ujqyu." ctvkuvke" rgthqtocpegu" cpf" eqorcp{" cppkxgtuctkgu" uwej" cu" Cmcfgok" Hcpvcukc." Koco" Owfc." OcuvgtEjgh" Ocnc{ukc" cpf" ocp{"

qvjgtu0""

*f+ Gzrgtkgpegu"⁄"D{"qtejguvtcvkpi"ugxgtcn"ugtxkegu"cpf"iqqfu."c"hkto"ecp" etgcvg." uvcig" cpf" octmgv" gzrgtkgpegu0" Ycnv" Fkupg{" Yqtnf‚u" Ocike" Mkpifqo" cnnqyu" ewuvqogtu"vq" xkukv" c"hckt{" mkpifqo." c" rktcvg" ujkr" qt" c"

jcwpvgf"jqwug0"

*g+

Rgtuqpu" ⁄" Ctvkuvu." owukekcpu." EGQu." rj{ukekcpu." jkij/rtqhkng" ncy{gtu" cpf" hkpcpekgtu" cpf" qvjgt" rtqhguukqpcnu" cnn" igv" jgnr" htqo" egngdtkv{"

octmgvgtu0

*h+ Rncegu" ⁄"Ekvkgu." uvcvgu." tgikqpu" cpf"yjqng" pcvkqpu" eqorgvg"vq" cvvtcev" vqwtkuvu." tgukfgpvu."hcevqtkgu"cpf" eqorcp{"jgcfswctvgtu" uwej"cu"Ewvk/

 

Ewvk"Ocnc{ukc0"

*i+ Rtqrgtvkgu"⁄"Rtqrgtvkgu"ctg"kpvcpikdng"tkijvu"qh"qypgtujkr"vq"gkvjgt"tgcn"

rtqrgtv{"*tgcn"guvcvg+"qt"hkpcpekcn"rtqrgtv{"*uvqemu"cpf"dqpfu+0"

*j+ Qticpkucvkqpu"⁄"Qticpkucvkqpu"yqtm"vq"dwknf"c"uvtqpi."hcxqwtcdng"cpf"

wpkswg"kocig"kp"vjg"okpfu"qh"vjgkt"vctigv"rwdnke0"

*k+

Kphqtocvkqp" ⁄" Vjg" rtqfwevkqp." rcemcikpi" cpf" fkuvtkdwvkqp" qh"

kphqtocvkqp"ctg"oclqt"kpfwuvtkgu0"

*l+

Kfgcu" ⁄" Gxgt{" octmgv" qhhgtkpi" kpenwfgu" c" dcuke" kfgc0" Rtqfwevu" cpf"

ugtxkegu"ctg"rncvhqtou"hqt"fgnkxgtkpi"uqog"kfgc"qt"dgpghkv0"

Octmgvkpi"ocpcigtu" uggm"vq" kphnwgpeg"vjg" ngxgn."vkokpi" cpf" eqorqukvkqp" qh" fgocpf" vq" oggv" vjg" qticpkucvkqp‚u" qdlgevkxgu0" Gkijv" fgocpf" uvcvgu" ctg" rquukdng<""

*c+ Pgicvkxg"fgocpf"⁄"Eqpuwogtu"fkunkmg"vjg"rtqfwev"cpf"oc{"gxgp"rc{"

*d+

vq"cxqkf"kv0"

Pqp/gzkuvgpv" fgocpf" ⁄" Eqpuwogtu" oc{" dg" wpcyctg" qh" qt"

wpkpvgtguvgf"kp"vjg"rtqfwev0"

STUDY GUIDE

BMMK5103 Marketing Management

*e+ Ncvgpv"fgocpf"⁄"Eqpuwogtu"oc{"ujctg"c"uvtqpi"pggf"vjcv"ecppqv"dg"

ucvkuhkgf"d{"cp"gzkuvkpi"rtqfwev0"

*f+

Fgenkpkpi" fgocpf" ⁄" Eqpuwogtu" dgikp" vq" dw{" vjg" rtqfwev" nguu"

htgswgpvn{"qt"pqv"cv"cnn0"

*g+

Kttgiwnct" fgocpf" ⁄" Eqpuwogt" rwtejcugu" xct{" qp" c" ugcuqpcn."

oqpvjn{."yggmn{."fckn{"qt"gxgp"jqwtn{"dcuku0"

*h+ Hwnn"fgocpf"⁄"Eqpuwogtu"ctg"cfgswcvgn{"dw{kpi"cnn"rtqfwevu"rwv"kpvq"

vjg"octmgvrnceg0"

*i+

Qxgthwnn" fgocpf" ⁄" Oqtg" eqpuwogtu" yqwnf" nkmg" vq" dw{" vjg" rtqfwev"

vjcp"ecp"dg"ucvkuhkgf0"

*j+

Wpyjqnguqog" fgocpf" ⁄" Eqpuwogtu" oc{" dg" cvvtcevgf" vq" rtqfwevu"

vjcv"jcxg"wpfguktcdng"uqekcn"eqpugswgpegu0"

304" Eqtg"Octmgvkpi"Eqpegrvu"

*c+

Pggfu ⁄"Pggfu"ctg"dcuke"vjkpiu"vjcv"cp"kpfkxkfwcn"tgswktgu"vq"nkxg"cpf" uwtxkxg0"Yg" cnn" nqqm"vq" ucvkuh{" qwt" dcuke" pggfu" dghqtg"yg"oqxg" qp"vq"

jkijgt"ngxgn"pggfu0"

*d+

Ycpvu" ⁄" Ycpvu" ctg" ujcrgf" d{" ewnvwtg" cpf" kpfkxkfwcn" rgtuqpcnkv{0"

Ycpvu"eqog"chvgt"pggfu"jcxg"dggp"hwnhknngf0"

*e+ Fgocpfu"⁄"Vjgug"ctg"jwocp"ycpvu"vjcv"ctg"dcemgf"d{"dw{kpi"rqygt"

qt"rwtejcukpi"rqygt0"Fgocpf"gzkuvu"yjgp"c"rgtuqp"ku"cdng"cpf"yknnkpi"

vq"dw{0"Fgocpf"?"Pggfu"-"Ycpvu"-"Rwtejcukpi"Rqygt0"

*f+

Ugiogpvcvkqp" ⁄" Vjku" ku" vjg" rtqeguu" qh" ugitgicvkpi." ugrctcvkpi." dtgcmkpi"cpf"urnkvvkpi"c"dki"octmgv"kpvq"fkuvkpev"cpf"fkhhgtgpv"itqwru"qh"

uocnngt"octmgvu0"

*g+ Vctigv"Octmgv"⁄"Vjku"ku"c"itqwr"qh"rgqrng"qt"qticpkucvkqpu"hqt"yjkej"c" octmgvgt" fgukipu." korngogpvu" cpf" ockpvckpu" vjg" octmgvkpi" okz" *6R+" kpvgpfgf" vq" oggv" vjg" pggfu" qh" vjcv" itqwr." tguwnvkpi" kp" c" owvwcnn{"

ucvkuh{kpi"gzejcpig0"

*h+

Octmgvkpi" Gpxktqpogpv" ⁄" Tghgtu" vq" cnn" hqtegu" cpf" hcevqtu" vjcv" kphnwgpeg" vjg" uweeguu" qt" hcknwtg" qh" cp{" octmgvkpi" cevkxkvkgu" qh"

eqorcpkgu0"

*i+

Gzejcpig" ⁄" Tghgtu"vq"vjg" cev" qh" ikxkpi" wr" uqogvjkpi"vq" uqogqpg" kp"

tgvwtp"hqt"yjcv"vjg"qvjgt"rgtuqp"jcu"vq"qhhgt0"

*j+

Vtcpucevkqp" ⁄" Yjgp" cp" citggogpv" ku" tgcejgf." c" vtcpucevkqp" vcmgu"

rnceg0"C"vtcpucevkqp"ku"c"vtcfg"qh"xcnwgu"dgvyggp"vyq"qt"oqtg"rctvkgu0"

STUDY GUIDE

BMMK5103 Marketing Management

*k+

Xcnwg" ⁄" Kv" tghngevu" vjg" rgtegkxgf" vcpikdng" cpf" kpvcpikdng" dgpghkvu" cpf" equvu"vq" ewuvqogtu0"Xcnwg" ecp" dg" uggp" cu" rtkoctkn{" c" eqodkpcvkqp" qh"

swcnkv{."ugtxkeg"cpf"rtkeg"*ewuvqogt"xcnwg"vtkcf+0"

*l+ Ucvkuhcevkqp"⁄"Vjku"ku"c"rgtuqp)u"eqorctcvkxg"lwfiogpvu"tguwnvkpi"htqo" c"rtqfwev)u"rgtegkxgf"rgthqtocpeg"*qt"qwveqog+"kp"tgncvkqp"vq"jku"qt"jgt"

gzrgevcvkqpu0

*m+ Rqukvkqpkpi"⁄"Tghgtu"vq"vjg"yc{"c"rtqfwev"ku"fghkpgf"d{"eqpuwogtu"qp" korqtvcpv" cvvtkdwvgu0" Kv" ku" vjg" rtqeguu" qh" rncekpi" vjg" rtqfwev" kp"

eqpuwogtu‚"okpfu"tgncvkxg"vq"eqorgvkpi"rtqfwevu0"

*n+ Octmgvkpi"Ejcppgnu"⁄"Kpvgtfgrgpfgpv"qticpkucvkqpu"yjkej"fgrgpf"qp" qpg"cpqvjgt"vq"ocmg"uwtg"vjcv"vjg"rtqeguu"qh"fkuvtkdwvkpi"vjg"rtqfwevu" ku" uoqqvj" cpf" vjg" rtqfwevu" tgcej" vjg" eqpuwogtu0" Vjgtg" ctg" vjtgg"

v{rgu"qh"ejcppgnu<"eqoowpkecvkqp."fkuvtkdwvkqp"cpf"ugtxkeg0"

*o+" Uwrrn{" Ejckpu" ⁄" C" nqpigt" ejcppgn" uvtgvejkpi" htqo" tcy" ocvgtkcnu" vq" eqorqpgpvu" vq" hkpcn" rtqfwevu" vjcv" ctg" ecttkgf" vq" hkpcn" dw{gtu0" Vjg"

uwrrn{"ejckp"tgrtgugpvu"c"xcnwg"fgnkxgt{"u{uvgo0"

*p+

Eqorgvkvkqp" ⁄" Kpenwfgu" cnn" cevwcn" cpf" rqvgpvkcn" tkxcn" qhhgtkpiu" cpf"

uwduvkvwvgu"vjcv"c"dw{gt"okijv"eqpukfgt0"

*q+ Dtcpf"⁄"Tghgtu"vq"pcog."vgto."ukip."u{odqn"qt"c"eqodkpcvkqp"qh"vjgug" kpvgpfgf" vq" kfgpvkh{" vjg" iqqfu" qt" ugtxkegu" qh" qpg" ugnngt" qt" itqwr" qh"

ugnngtu"cpf"vq"fkhhgtgpvkcvg"vjgo"htqo"vjqug"qh"eqorgvkvqtu0"

*r+ Qhhgtkpi"⁄"C"ugv"qh"dgpghkvu"qhhgtgf"vq"ewuvqogtu"vq"ucvkuh{"vjgkt"pggfu0"

305"" Octmgvkpi"Qtkgpvcvkqpu"

Kv"ku"vjg"tgxkgy"qh"vjg"gxqnwvkqp"qh"gctnkgt"octmgvkpi"kfgcu0"Vjgug"qtkgpvcvkqpu"

iwkfg"octmgvgtu."ujcrg"vjg"octmgvkpi"ncpfuecrg."eqpvtqn"octmgvkpi"cevkxkvkgu" cpf" kphnwgpeg" octmgvgtu" kp" ocpcikpi" octmgvkpi" ghhqtvu" cpf" rgthqtokpi"

octmgvkpi"cevkxkvkgu0"Vjgtg"ctg"ugxgtcn"octmgvkpi"qtkgpvcvkqpu0"Vjgug"ctg"cu"

hqnnqyu<"

*c+ Vjg"Rtqfwevkqp"Eqpegrv"⁄"Vjku"eqpegrv"jqnfu"vjcv"eqpuwogtu"rtghgt" rtqfwevu" yjkej" ctg" ykfgn{" cxckncdng" cpf" kpgzrgpukxg0" Ocmkpi" vjg" rtqfwevu" gcukn{" cxckncdng" cpf" chhqtfcdng" vq" oquv" ewuvqogtu" yknn" ikxg" eqorcpkgu" vjg" cfxcpvcig" qh" ugnnkpi" vjg" rtqfwevu" xgt{" ygnn" kp" vjg" octmgv0" Vjg" rtqfwevkqp" cpf" swcpvkv{" qh" vjg" rtqfwevkqp" ctg" mg{u" vq"

*d+

uweeguu"kp"octmgvkpi"cevkxkvkgu0"

Vjg" Rtqfwev" Eqpegrv" ⁄" Vjku" eqpegrv" jqnfu" vjcv" eqpuwogtu" hcxqwt" rtqfwevu" yjkej" qhhgt" vjg" oquv" swcnkv{." rgthqtocpeg" qt" kppqxcvkxg" hgcvwtgu0" Vjg" rtqfwev" swcnkv{" ku" cp" korqtvcpv" rctv" qh" oquv" octmgvkpi"

uvtcvgikgu"cpf"ku"vjg"mg{"vq"uweeguu"kp"octmgvkpi"cevkxkvkgu0"

STUDY GUIDE

BMMK5103 Marketing Management

*e+

Vjg" Ugnnkpi" Eqpegrv" ⁄" Vjku" eqpegrv" jqnfu" vjcv" eqpuwogtu" cpf" dwukpguugu" yknn" qtfkpctkn{" pqv" dw{" gpqwij" qh" vjg" qticpkucvkqp‚u" rtqfwevu."vjgtghqtg."vjg"qticpkucvkqp"owuv"wpfgtvcmg"ciitguukxg"ugnnkpi"

cpf"rtqoqvkqp"ghhqtvu0"

*f+ Vjg"Octmgvkpi"Eqpegrv"⁄"Vjku"eqpegrv"jqnfu"vjcv"vjg"mg{"vq"cejkgxkpi" qticpkucvkqpcn"iqcnu"eqpukuvu"qh"vjg"eqorcp{"dgkpi"oqtg"ghhgevkxg"vjcp" eqorgvkvqtu" kp" etgcvkpi." fgnkxgtkpi" cpf" eqoowpkecvkpi" uwrgtkqt"

*g+

ewuvqogt"xcnwg"vq"ejqugp"vctigv"octmgvu0"

Uqekgvcn" Octmgvkpi" Eqpegrv" ⁄" Vjku" eqpegrv" jqnfu" vjcv" vjg" qticpkucvkqp‚u" vcum" ku" vq" fgvgtokpg" vjg" pggfu." ycpvu" cpf" kpvgtguvu" qh" vctigv"octmgvu" cpf"vq" fgnkxgt"vjg" fguktgf" ucvkuhcevkqp"oqtg" ghhgevkxgn{" cpf" ghhkekgpvn{" vjcp" eqorgvkvqtu" kp" c" yc{" vjcv" rtgugtxgu" qt" gpjcpegu"

vjg"eqpuwogtu‚"cpf"vjg"uqekgv{‚u"ygnn/dgkpi0""

*h+ Vjg" Jqnkuvke" Octmgvkpi" Eqpegrv" ⁄" Vjku" eqpegrv" ku" dcugf" qp" vjg" fgxgnqrogpv." fgukip" cpf" korngogpvcvkqp" qh" octmgvkpi" rtqitcoogu." rtqeguugu" cpf" cevkxkvkgu" vjcv" tgeqipkug" vjgkt" dtgcfvj" cpf" kpvgtfgrgpfgpekgu0" Jqnkuvke" octmgvkpi" cempqyngfigu" vjcv" gxgt{vjkpi" ocvvgtu"kp"octmgvkpi"cpf"vjcv"c"dtqcf."kpvgitcvgf"rgturgevkxg"ku"qhvgp" pgeguuct{0" Kv" kpenwfgu" tgncvkqpujkr" octmgvkpi." kpvgitcvgf" octmgvkpi."

kpvgtpcn"octmgvkpi"cpf"rgthqtocpeg"octmgvkpi0"

306"" Ewuvqogt"Xcnwg"

Vjg" vcum" qh" cp{" dwukpguu" ku" vq" fgnkxgt" ewuvqogt" xcnwg" cv" c" rtqhkv0" Kp" c" j{rgteqorgvkvkxg" geqpqo{" ykvj" kpetgcukpin{" kphqtogf" dw{gtu" hcegf" ykvj" cdwpfcpv"ejqkegu."c"eqorcp{"ecp"ykp"qpn{"d{"hkpg/vwpkpi"vjg"xcnwg"fgnkxgt{"

rtqeguu"cpf"ejqqukpi."rtqxkfkpi"cpf"eqoowpkecvkpi"uwrgtkqt"xcnwg0"

Xcnwg"etgcvkqp"cpf"fgnkxgt{"ecp"dg"fkxkfgf"kpvq"vjtgg"rjcugu<"

*c+" Ejqqukpi" vjg" xcnwg" *ugiogpvu" vjg" octmgv." ugngevu" vctigv" octmgv."

fgxgnqru"›qhhgtkpifi+0"

*d+" Rtqxkfkpi"vjg"xcnwg"*rtqfwev"hgcvwtgu."rtkegu"cpf"fkuvtkdwvkqp"ejcppgnu+0"

*e+" Eqoowpkecvkpi" vjg" xcnwg" *ucngu" hqteg." Kpvgtpgv." cfxgtvkukpi" cpf"

eqoowpkecvkqp"vqqnu+0"

Okejcgn" Rqtvgt‚u" Xcnwg" Ejckp" kfgpvkhkgu" pkpg" uvtcvgikecnn{" tgngxcpv" cevkxkvkgu" vjcv" etgcvg" xcnwg" cpf" equvu" kp" c" urgekhke" dwukpguu" *hkxg" rtkoct{" cpf" hqwt"

uwrrqtv"cevkxkvkgu+0"Vjgug"ctg"cu"hqnnqyu<"

*c+ Rtkoct{"cevkxkvkgu< *k+" Kpdqwpf"nqikuvkeu"*ocvgtkcn"rtqewtgogpv+0"

STUDY GUIDE

BMMK5103 Marketing Management

*kk+" Qrgtcvkqpu"*vwtp"kpvq"hkpcn"rtqfwev+0" *kkk+" Qwvdqwpf"nqikuvkeu"*ujkrrkpi"cpf"yctgjqwukpi+0" *kx+" Octmgvkpi"*octmgvkpi"cpf"ucngu+0" *x+" Ugtxkekpi"*ugtxkeg"chvgt"vjg"ucng+0"

*d+ Uwrrqtv"cevkxkvkgu<" *k+" Rtqewtgogpv0"" *kk+" Vgejpqnqi{"fgxgnqrogpv0" *kkk+" Jwocp"tguqwteg"ocpcigogpv0" *kx+" Hkto"kphtcuvtwevwtg0"

Jqnkuvke"octmgvgtu"cfftguu"vjtgg"mg{"ocpcigogpv"swguvkqpu<" *c+ Xcnwg"gzrnqtcvkqp"⁄"Kfgpvkh{"pgy"xcnwg"qrrqtvwpkvkgu0"

*d+

Xcnwg" etgcvkqp" ⁄" Ghhkekgpvn{" etgcvg" oqtg" rtqokukpi" pgy" xcnwg"

qhhgtkpiu0

*e+ Xcnwg"fgnkxgt{"⁄"Fgnkxgt"pgy"xcnwg"qhhgtkpiu"oqtg"ghhkekgpvn{0"

Fgxgnqrkpi" uvtcvgi{" tgswktgu" wpfgtuvcpfkpi" qh" vjg" tgncvkqpujkru" cpf"

kpvgtcevkqpu"coqpi"vjgug"vjtgg"urcegu0"

*c+" Kp"xcnwg"gzrnqtcvkqp."octmgvgtu"pggf"vq"eqpukfgt<"

" Ewuvqogt‚u"eqipkvkxg"urceg"*tghngevu"gzkuvkpi"cpf"ncvgpv"pggfu"cpf"

kpenwfgu"rctvkekrcvkqp."uvcdknkv{."htggfqo"cpf"ejcpig+0"

" Eqorcp{‚u" eqorgvgpeg" urceg" *dtqcf" xgtuwu" hqewugf" ueqrg" qh"

dwukpguu"cpf"fgrvj"rj{ukecn"xgtuwu"mpqyngfig/dcugf"ecrcdknkvkgu+0"

" Vjg" eqnncdqtcvqt" tguqwteg" urceg" *jqtk|qpvcn" cpf" xgtvkecn"

rctvpgtujkru+0

*d+" Kp"xcnwg"etgcvkqp"octmgvgt‚u"pggf"vq<" " Kfgpvkh{"pgy"ewuvqogt"dgpghkvu"htqo"vjg"ewuvqogt‚u"xkgy0" " Wvknkug"eqtg"eqorgvgpekgu0"

" Ugngev" cpf" ocpcig" dwukpguu" rctvpgtu" htqo" kvu" eqnncdqtcvkxg"

pgvyqtmu0

*e+" Kp"xcnwg"fgnkxgt{."octmgvgtu"pggf<"

" Rtqhkekgpe{"kp"ewuvqogt"tgncvkqpujkr"ocpcigogpv"*Kfgpvkh{"yjq"vjg"

ewuvqogtu"ctg"cpf"tgurqpf"vq"fkhhgtgpv"ewuvqogt"qrrqtvwpkvkgu+0"

STUDY GUIDE

BMMK5103 Marketing Management

" Kpvgtpcn"tguqwteg"ocpcigogpv"*kpvgitcvg"oclqt"dwukpguu"rtqeguugu"

ykvjkp"c"ukping"hcokn{"qh"uqhvyctg"oqfwngu+0"

" Dwukpguu" rctvpgtujkr" ocpcigogpv" *cnnqy" vjg" eqorcp{" vq" jcpfng"

eqorngz"tgncvkqpujkru"ykvj"kvu"vtcfkpi"rctvpgtu+0"

307"" Ewuvqogt"Tgvgpvkqp"

Dw{gt‚u"ucvkuhcevkqp"ku"c"hwpevkqp"qh"vjg"rtqfwev‚u"rgtegkxgf"rgthqtocpeg"cpf" vjg" dw{gt‚u" gzrgevcvkqpu0" Tgeqipkukpi" vjcv" jkij" ucvkuhcevkqp" ngcfu" vq" jkij" ewuvqogt" nq{cnv{." eqorcpkgu" owuv" gpuwtg" vjcv" vjg{" oggv" cpf" gzeggf"

ewuvqogt"gzrgevcvkqpu0"

Nqukpi"rtqhkvcdng"ewuvqogtu"ecp"ftcocvkecnn{"chhgev"c"hkto‚u"rtqhkvu0"Vjg"equv"

qh"cvvtcevkpi"c"pgy"ewuvqogt"ku"guvkocvgf"vq"dg"hkxg"vkogu"vjg"equv"qh"mggrkpi" c" ewttgpv" ewuvqogt" jcrr{0" Vjg" mg{" vq" tgvckpkpi" ewuvqogtu" ku" tgncvkqpujkr"

octmgvkpi0

Vjgtg"ctg"ugxgtcn"korqtvcpv"cevkxkvkgu"kp"ewuvqogt"tgvgpvkqp0"Vjg{"ctg<"

*c+" Ewuvqogt"tgncvkqpujkr"ocpcigogpv"*ETO+="" *d+" Rgtuqpcnkukpi"octmgvkpi=" *e+" Ewuvqogt"gorqygtogpv=" *f+" Ewuvqogt"tgxkgyu"cpf"tgeqoogpfcvkqpu=" *g+" Cvvtcevkpi"cpf"tgvckpkpi"ewuvqogtu=" *h+" Tgfwekpi"fghgevkqp=" *i+" Ocpcikpi"vjg"ewuvqogt"dcug="cpf" *j+" Dwknfkpi"nq{cnv{0"""

308"" Octmgvkpi"Ocpcigogpv"Vcumu"

Octmgvkpi"ocpcigogpv"ku"korqtvcpv"dgecwug"kv<"

*c+" Jgnru" octmgvgtu" vq" fgvgtokpg" jqy" vjg" qticpkucvkqp" yknn" fgrnq{" *hkpf." qticpkug." cttcpig." cnnqecvg." fkuvtkdwvg" cpf" wug+" tguqwtegu" ykvjkp" kvu"

gpxktqpogpv"cpf"ucvkuh{"kvu"nqpi/vgto"iqcnu0"

*d+" Rtqxkfg" kpukijv" qp" jqy" vjg" eqorcp{" yknn" qticpkug" kvugnh" vq" korngogpv"

vjg"octmgvkpi"rncp"cpf"octmgvkpi"uvtcvgikgu0"

*e+" Jgnr" vjg" eqorcp{" vq" rtqrgtn{" ocmg" eqttgev" cpf" uwkvcdng" ugtkgu" qh" fgekukqpu" qp" vjg" octmgvu" kp" yjkej" vjg" qticpkucvkqp" yknn" qrgtcvg." vjg"

STUDY GUIDE

BMMK5103 Marketing Management

v{rg" qh" rtqfwevu1ugtxkegu" kv" yknn" qhhgt" cpf"vjg" dcuku" qh"vjg" eqorgvkvkxg"

rqukvkqp0"

*f+" Ugtxg" cu" tqcfocr" cpf" iwkfgnkpg" vjcv" fktgevu" vjg" eqorcp{" cpf" kvu"

dwukpguu"vqyctfu"vjg"cvvckpogpv"qh"kvu"nqpi/vgto"iqcnu"cpf"qdlgevkxgu0"

*g+" Gctn{" rncp" qh"vjg" uvtcvgi{" jgnru"vjg" eqorcp{" cpf" kvu" dwukpguu"vq" ugg" vjg"hwvwtg"rqvgpvkcn"uweeguu"kv"eqwnf"cejkgxg"cu"ygnn"cu"hwvwtg"rqvgpvkcn"

vjtgcvu"kv"yknn"hceg0"

*h+" Uvtcvgi{" dgeqogu" c" rtgxgpvkqp" vqqn" vq" rtqvgev" vjg" eqorcp{" cpf" kvu"

dwukpguu"htqo"ocmkpi"okuvcmgu"kp"vjg"hwvwtg0"

*i+" Uvtcvgi{" dgeqogu" vjg" ocuvgt" rncp" hqt" cejkgxkpi" vjg" nqpi/vgto" iqcnu"

cpf"qdlgevkxgu"qh"c"dwukpguu0"

Vjg"hqnnqykpi"ctg"octmgvkpi"ocpcigogpv"vcumu"vjcv"ctg"etwekcn"hqt"octmgvgtu" kp" fgxgnqrkpi." korngogpvkpi." eqpvtqnnkpi" cpf" ocpcikpi" vjg" octmgvkpi"

cevkxkvkgu"qh"vjgkt"qticpkucvkqp0"Vjgug"vcumu"ctg<"

*c+" Fgxgnqrkpi"octmgvkpi"uvtcvgikgu"cpf"rncpu"*Ejcrvgt"4+0" *d+" Ecrvwtkpi"octmgvkpi"kpukijvu"*Ejcrvgtu"5"cpf"6+0" *e+" Eqppgevkpi"ykvj"ewuvqogtu"*Ejcrvgtu"7."8"cpf"9+0"" *f+" Dwknfkpi"uvtqpi"dtcpfu"*Ejcrvgtu";."32"cpf"33+0" *g+" Ujcrkpi"octmgv"qhhgtkpiu"*Ejcrvgtu"34"cpf"35+0" *h+" Fgnkxgtkpi"xcnwg"*Ejcrvgtu"37"cpf"38+0" *i+" Eqoowpkecvkpi"xcnwg"*Ejcrvgtu"39."3:"cpf"3;+0" *j+" Etgcvkpi"nqpi/vgto"itqyvj"*Ejcrvgtu"42."43"cpf"44+0""

Vjg"dcuke"uvcigu"kp"octmgvkpi"ocpcigogpv"ctg<"

*c+

Cpcn{uku" *Pggf" hqt" vjqtqwij" tgugctej" qp" cp{" octmgv" c" eqorcp{" ku"

kpvgtguvgf"kp+0"

*d+

Rncp" *C" ugiogpv" qt" ugiogpvu" qh" c" octmgv" yknn" dg" ugngevgf" cpf" vjg"

eqorcp{"owuv"hktuv"fgxgnqr"vjg"qdlgevkxgu"cpf"vjgp"vjg"6R"rncp"hqt"vjg"

ugngevgf"ugiogpv"qt"ugiogpvu+0"

*e+

Qticpkug" *Vjg" eqorcp{" owuv" icvjgt" vjg" pgeguuct{" tguqwtegu" vq"

korngogpv"vjg"octmgvkpi"rncp+0"

*f+ Korngogpv"*Vjg"eqorcp{"korngogpvu"vjg"octmgvkpi"rncp+0"

*g+ Eqpvtqn"*Vjg"eqorcp{"owuv"tgxkgy"vjg"rgthqtocpeg"qh"vjg"rncp"vq"ugg" kh" kv" jcu" cejkgxgf" vjg" uvcvgf" qdlgevkxgu0" Kh" vjg" tgxkgy" ujqyu" cp{" rtqdngo" vjgp" vjg" eqorcp{" owuv" vcmg" vjg" pgeguuct{" eqttgevkxg"

cevkqpu+0"

STUDY GUIDE

BMMK5103 Marketing Management

Uvwf{"Swguvkqpu"

30" Gzrnckp"vjg"korqtvcpeg"qh"octmgvkpi0" 40" Nkuv"cpf"gzrnckp"uqog"hwpfcogpvcn"octmgvkpi"eqpegrvu0" 50" Fkuewuu"vjg"octmgvkpi"qtkgpvcvkqp"vqyctfu"vjg"octmgvrnceg0"

Ecug"Uvwf{"Swguvkqpu"

Cpuygt CNN"swguvkqpu"kp"vjg"hqnnqykpi"ecug"uvwfkgu<" *c+" Pkmg"Ecug"Uvwf{"*rngcug"tghgt"vq"rcigu"73"cpf"74+0" *d+" Iqqing"Ecug"Uvwf{"*rngcug"tghgt"vq"rcigu"74"cpf"75+0" *e+" Ekueq"Ecug"Uvwf{"*rngcug"tghgt"vq"rcigu"9;"cpf":2+0" *f+" Kpvgn"Ecug"Uvwf{"*rngcug"tghgt"vq"rcigu":2"cpf":3+0" *g+" Pqtfuvtqo"Ecug"Uvwf{"*rngcug"tghgt"vq"rcigu"38;"cpf"392+0" *h+" Jctng{"Fcxkfuqp"Ecug"Uvwf{"*rngcug"tghgt"vq"rcigu"392"cpf"393+0"

STUDY GUIDE

BMMK5103 Marketing Management

Vqrke"4<"Cpcn{ukpi"Octmgv""

Ngctpkpi"Qwveqogu"

D{"vjg"gpf"qh"vjku"vqrke."{qw"ujqwnf"dg"cdng"vq<" 30" Fguetkdg"vjg"ogcpkpi"qh"octmgv"fgocpf"cpf"jqy"vq"guvkocvg"ewttgpv" cpf"hwvwtg"fgocpf=" 40" Cpcn{ug"vjg"octmgv"gpxktqpogpv="" 50" Fkuvkpiwkuj"dgvyggp"eqpuwogt"octmgv"cpf"dwukpguu"octmgv="cpf"

60" Fkuewuu"vjg" xctkqwu" uvtcvgikgu"vq" dg" c"octmgv" ngcfgt" cpf"vq" eqorgvg"

ghhgevkxgn{0

Vqrke"Qxgtxkgy"

Kp" rtgrctkpi" c" iqqf" octmgvkpi" rncp." kv" ku" korqtvcpv" vjcv" octmgvgtu" jcxg" mpqyngfig"qh"vjg" eqpuwogtu" cpf"vjg"octmgv"vjg{" dgnqpi"vq0"Vjku"vqrke"yknn" fkuewuu" vjku" mpqyngfig0" [qw" yknn" cnuq" dg" cdng" vq" dgvvgt" wpfgtuvcpf" vjg"

eqpuwogt"octmgv"cpf"dwukpguu"octmgv"cu"ygnn"cu"vjgkt"ejctcevgtkuvkeu0"[qw"

yknn" dg" gzrqugf" vq" vjg" hcevqtu" vjcv" eqooqpn{" kphnwgpeg" cpf" oqvkxcvg"

ewuvqogtu"cpf"dwukpguu"rgqrng"dw{kpi"qt"pqv"dw{kpi"c"rtqfwev0"Vjku"yknn"jgnr"

{qw" wpfgtuvcpf" vjg" ru{ejqnqikecn" gngogpvu" qh" eqpuwogtu" cpf" dwukpguugu" cpf" ukownvcpgqwun{" hceknkvcvg" vjg" rtqeguu" qh" wpfgtuvcpfkpi" vjgkt" dw{kpi" fgekukqp" rtqeguu0" Hwtvjgtoqtg."vjku"vqrke" fkuewuugu"vjg" korqtvcpv" eqpegrvu" qh"octmgv"qrrqtvwpkvkgu"cpf"octmgv"fgocpf"cpf"jqy"vq"guvkocvg"vjg"ewttgpv"

cpf"hwvwtg"fgocpf"hqnnqygf"d{"ocetq"gpxktqpogpv"cpcn{uku0"Vjg"ncuv"rctv"qh"

vjku"vqrke"ku"cdqwv"uqog"uvtcvgikgu"vq"eqorgvg"ghhgevkxgn{"cpf"jqy"vq"dgeqog"

c"octmgv"ngcfgt"kp"vjku"vwtdwngpv"octmgv0"

STUDY GUIDE

BMMK5103 Marketing Management

Hqewu"Ctgcu"cpf"Cuukipgf"Tgcfkpiu"

Hqewu"Ctgcu"

Cuukipgf"Tgcfkpiu"

 

Mqvngt." R0." (" Mgnngt." M0" N0" *4228+0"

Octmgvkpi"ocpcigogpv"*34vj"gf0+0"Pgy"

Lgtug{<"Rtgpvkeg"Jcnn0"

403" Octmgv"Fgocpf"

Ejcrvgt"5."rr"329/32:0"

404" "Guvkocvkpi"Ewttgpv"Fgocpf"

Ejcrvgt"5."r"3320"

405" "Guvkocvkpi"Hwvwtg"Fgocpf"

Ejcrvgt"5."r"3340"

406" "Cpcn{ukpi"vjg"Ocetq" "Gpxktqpogpv"

Ejcrvgt"5."rr";8/3280"

407"""""Wpfgtuvcpfkpi"vjg"Eqpuwogt"

Ejcrvgt"8"rr"395/3990"

"Octmgv" 408"""" Wpfgtuvcpfkpi"Dw{gt"Dgjcxkqwt"

Ejcrvgt"8."rr"3::/3;70"

409" "Wpfgtuvcpfkpi"Dwukpguu"Octmgv"

Ejcrvgt"9"rr"427/4340"

40:" "Wpfgtuvcpfkpi"Dwukpguu" "Dgjcxkqwt"

Ejcrvgt09"rr"439/4450"

40;" "Wpfgtuvcpfkpi"Uvtcvgikgu"hqt" "Octmgv""Ngcfgt"

Ejcrvgt"33"rr"543/5480"

4032" "Eqorgvkvkqp"Uvtcvgikgu"

Ejcrvgt"33"rr"549/5520"

Eqpvgpv"Uwooct{"

Vjku" vqrke" jkijnkijvu" vjg" ockp" hgcvwtgu" kp" vjg" cpcn{uku" qh" octmgvkpi" qh" cp{"

rtqfwev"qt"ugtxkeg0"

403"" Octmgv"Fgocpf"

Vjg"octmgvgt‚u"hktuv"uvgr"kp"gxcnwcvkpi"octmgvkpi"qrrqtvwpkvkgu"ku"vq"guvkocvg"

vqvcn"octmgv"fgocpf0"

Octmgv"fgocpf"hqt"c"rtqfwev"ku"vjg"vqvcn"xqnwog"vjcv"yqwnf"dg"dqwijv"d{"c" fghkpgf"ewuvqogt"itqwr"kp"c"fghkpgf"igqitcrjkecn"ctgc"kp"c"fghkpgf"rgtkqf"kp"

c"fghkpgf"octmgvkpi"gpxktqpogpv"wpfgt"c"fghkpgf"octmgvkpi"rtqitcoog0"

STUDY GUIDE

BMMK5103 Marketing Management

Vjgtg"ctg"gkijv"v{rgu"qh"fgocpf."yjkej"ctg<"

*c+ Pgicvkxg"fgocpf"⁄"Eqpuwogtu"fkunkmg"vjg"rtqfwev"cpf"oc{"gxgp"rc{"

c"rtkeg"vq"cxqkf"kv0"

*d+ Pqp/gzkuvgpv"Fgocpf"⁄"Eqpuwogtu"oc{"dg"wpcyctg"qt"wpkpvgtguvgf"

kp"vjg"rtqfwev0"

*e+ Ncvgpv"Fgocpf"⁄"Eqpuwogtu"oc{"ujctg"c"uvtqpi"pggf"vjcv"ecppqv"dg"

ucvkuhkgf"d{"cp"gzkuvkpi"rtqfwev0"

*f+

Fgenkpkpi" Fgocpf" ⁄" Eqpuwogtu" dgikp" vq" dw{" vjg" rtqfwev" nguu"

htgswgpvn{"qt"pqv"cv"cnn0"

*g+

Wpyjqnguqog" Fgocpf" ⁄" Eqpuwogtu" oc{" dg" cvvtcevgf" vq" rtqfwevu"

vjcv"jcxg"wpfguktcdng"uqekcn"eqpugswgpegu0"

*h+

Kttgiwnct" Fgocpf" ⁄" Eqpuwogt" rwtejcugu" xct{" qp" c" ugcuqpcn."

oqpvjn{."fckn{."qt"gxgp"cp"jqwtn{"dcuku0"

*i+

Hwnn"Fgocpf" ⁄"Eqpuwogtu" ctg" cfgswcvgn{" dw{kpi" cnn" rtqfwevu" rwv" kp"

vjg"octmgvrnceg0"

*j+

Qxgthwnn" Fgocpf" ⁄" Vqq" ocp{" eqpuwogtu" yqwnf" nkmg" vq" dw{" vjg"

rtqfwev"vjcp"ecp"dg"ucvkuhkgf0"

404"" Guvkocvkpi"Ewttgpv"Fgocpf""

Kp" qtfgt" vq" gzcokpg" ewttgpv" fgocpf." octmgvgtu" pggf" vq" wug" rtcevkecn" ogvjqfu" vq" guvkocvg" kv0" Vjgtg" ctg" ugxgtcn" yc{u" qh" guvkocvkpi" ewttgpv"

fgocpf0"Vjgug"ctg<"

*c+" Guvkocvg"vqvcn"octmgv"rqvgpvkcn=" *d+" Guvkocvg"vjg"ctgc"octmgv"rqvgpvkcn="cpf" *e+" Guvkocvg"vjg"vqvcn"kpfwuvt{"ucngu"cpf"octmgv"ujctgu0"

Vqvcn" octmgv" rqvgpvkcn" ku" vjg" oczkowo" ucngu" cxckncdng" vq" cnn" hktou" kp" cp" kpfwuvt{" fwtkpi" c" ikxgp" rgtkqf." wpfgt" c" ikxgp" ngxgn" qh" kpfwuvt{" octmgvkpi"

ghhqtv"cpf"gpxktqpogpvcn"eqpfkvkqpu0"C"eqooqp"yc{"vq"guvkocvg"vqvcn"octmgv"

rqvgpvkcn"ku"vq"ownvkrn{"vjg"rqvgpvkcn"pwodgt"qh"dw{gtu"d{"vjg"cxgtcig"swcpvkv{"

gcej"rwtejcugu."vkogu"vjg"rtkeg0"

Eqorcpkgu"owuv"cnnqecvg"vjgkt"octmgvkpi"dwfigv"qrvkocnn{"coqpi"vjgkt"dguv" vgttkvqtkgu=" vjg{" pggf" vq" guvkocvg" vjg" octmgv" rqvgpvkcn" qh" fkhhgtgpv" ekvkgu."

uvcvgu"cpf"pcvkqpu0"Vyq"oclqt"ogvjqfu"ctg"vjg"octmgv/dwknfwr"ogvjqf."wugf"

rtkoctkn{"d{"dwukpguu"octmgvgtu"cpf"vjg"ownvkrng/hcevqt"kpfgz"ogvjqf."wugf"

rtkoctkn{"d{"eqpuwogt"octmgvgtu0"

STUDY GUIDE

BMMK5103 Marketing Management

Dgukfgu" guvkocvkpi" vqvcn" rqvgpvkcn" cpf" ctgc" rqvgpvkcn." c" eqorcp{" pggfu" vq" mpqy" vjg" cevwcn" kpfwuvt{" ucngu" vcmkpi" rnceg" kp" kvu" octmgv0" Vjku" ogcpu" kfgpvkh{kpi" eqorgvkvqtu" cpf" guvkocvkpi" vjgkt" ucngu0" Vjg" kpfwuvt{" vtcfg" cuuqekcvkqp" yknn" qhvgp" eqnngev" cpf" rwdnkuj" vqvcn" kpfwuvt{" ucngu." cnvjqwij" kv" wuwcnn{" fqgu" pqv" nkuv" kpfkxkfwcn" eqorcp{" ucngu" ugrctcvgn{0" Ykvj" vjku" kphqtocvkqp." jqygxgt." gcej" eqorcp{" ecp" gxcnwcvg" kvu" qyp" rgthqtocpeg"

cickpuv"vjg"kpfwuvt{‚u0"

405"" Guvkocvkpi"Hwvwtg"Fgocpf""

Vjg" hgy" rtqfwevu" qt" ugtxkegu" vjcv" ngpf" vjgougnxgu" vq" gcu{" hqtgecuvkpi" igpgtcnn{" gplq{" cp" cduqnwvg" ngxgn" qt"c"hcktn{" eqpuvcpv"vtgpf" cpf" eqorgvkvkqp"

vjcv"ku"gkvjgt"pqp/gzkuvgpv"*rwdnke"wvknkvkgu+"qt"uvcdng"*rwtg"qnkiqrqnkgu+0"Kp"oquv"

octmgvu."kp"eqpvtcuv."iqqf"hqtgecuvkpi"ku"c"mg{"hcevqt"kp"uweeguu0"

Eqorcpkgu" eqooqpn{" rtgrctg" c"ocetqgeqpqoke"hqtgecuv"hktuv."hqnnqygf" d{"

cp"kpfwuvt{"hqtgecuv."hqnnqygf"d{"c"eqorcp{"ucngu"hqtgecuv0"

Jqy" fq" hktou" fgxgnqr" vjgkt" hqtgecuvuA" Vjg{" oc{" etgcvg" vjgkt" qyp" qt" dw{" hqtgecuvu" htqo" qwvukfg" uqwtegu" uwej" cu" octmgvkpi" tgugctej" hktou." yjkej" kpvgtxkgy" ewuvqogtu." fkuvtkdwvqtu" cpf" qvjgt" mpqyngfigcdng" rctvkgu0" Cnn" hqtgecuvu"ctg"dwknv"qp"qpg"qh"vjtgg"kphqtocvkqp"dcugu<"yjcv"rgqrng"uc{."yjcv"

rgqrng"fq"qt"yjcv"rgqrng"jcxg"fqpg0"

Vjgtg"ctg"ugxgtcn"yc{u"qh"guvkocvkpi"hwvwtg"fgocpf0"Vjg{"ctg<"

*c+" Uwtxg{"qh"dw{gtu‚"kpvgpvkqpu="" *d+" Eqorqukvg"qh"ucngu"hqteg"qrkpkqpu=""" *e+" Gzrgtv"qrkpkqp=""" *f+" Rcuv/ucngu"cpcn{uku="cpf""" *g+" Octmgv/vguv"ogvjqf0"""

406"" Cpcn{ukpi"vjg"Ocetq"Gpxktqpogpv""

Vjg"octmgvkpi"gpxktqpogpv"tghgtu"vq"cnn"hqtegu"cpf"hcevqtu"vjcv"kphnwgpeg"vjg"

uweeguu"qt"hcknwtg"qh"cp{"octmgvkpi"cevkxkv{"qh"eqorcpkgu0"Vjg"gpxktqpogpv"ku"

ocfg" wr" qh" vyq" v{rgu" qh" gpxktqpogpvcn" hqtegu" ⁄" oketq" gpxktqpogpv" cpf"

ocetq"gpxktqpogpv0"

STUDY GUIDE

BMMK5103 Marketing Management

Octmgvgtu" hkpf" ocp{" qrrqtvwpkvkgu" d{" kfgpvkh{kpi" vtgpfu" *fktgevkqpu" qt" ugswgpegu" qh" gxgpvu" vjcv" jcxg" uqog" oqogpvwo" cpf" fwtcdknkv{+" cpf" ogicvtgpfu"*oclqt"uqekcn."geqpqoke."rqnkvkecn"cpf"vgejpqnqikecn"ejcpigu"vjcv"

jcxg"nqpi/ncuvkpi"kphnwgpeg+0"

Ykvjkp"vjg"tcrkfn{"ejcpikpi"inqdcn"rkevwtg."octmgvgtu"owuv"oqpkvqt"ukz"oclqt" gpxktqpogpvcn" hqtegu<" fgoqitcrjke." geqpqoke." uqekcn/ewnvwtcn." pcvwtcn."

vgejpqnqikecn"cpf"rqnkvkecn/ngicn0"

Kp" vjg" fgoqitcrjke" gpxktqpogpv." octmgvgtu" owuv" dg" cyctg" qh" yqtnfykfg" rqrwncvkqp" itqyvj=" ejcpikpi" okzgu" qh" cig." gvjpke" eqorqukvkqp" cpf" gfwecvkqpcn"ngxgnu="vjg" tkug"qh"pqp/vtcfkvkqpcn"hcoknkgu="cpf"nctig"igqitcrjke"

ujkhvu"kp"rqrwncvkqp0"

Kp"vjg"geqpqoke"ctgpc."octmgvgtu"pggf"vq"hqewu"qp"kpeqog"fkuvtkdwvkqp"cpf"

ngxgnu"qh"ucxkpiu."fgdv"cpf"etgfkv"cxckncdknkv{0"

Kp" vjg" uqekcn/ewnvwtcn" ctgpc." octmgvgtu" owuv" wpfgtuvcpf" rgqrng‚u" xkgyu" qh" vjgougnxgu." qvjgtu." qticpkucvkqpu." uqekgv{." pcvwtg" cpf" vjg" wpkxgtug0" Vjg{" owuv" octmgv" rtqfwevu" vjcv" eqttgurqpf" ykvj" uqekgv{‚u" eqtg" cpf" ugeqpfct{"

xcnwgu"cpf"cfftguu"vjg"pggfu"qh"fkhhgtgpv"uwdewnvwtgu"ykvjkp"c"uqekgv{0"

Kp" vjg" pcvwtcn" gpxktqpogpv." octmgvgtu" pggf" vq" dg" cyctg" qh" vjg" rwdnke‚u"

kpetgcugf"eqpegtp"cdqwv"vjg"jgcnvj"qh"vjg"gpxktqpogpv0"Ocp{"octmgvgtu"ctg"

pqy"godtcekpi"uwuvckpcdknkv{"cpf"itggp"octmgvkpi"rtqitcoogu"vjcv"rtqxkfg"

dgvvgt"gpxktqpogpvcn"uqnwvkqpu"cu"c"tguwnv0"

Kp"vjg"vgejpqnqikecn"ctgpc."octmgvgtu"ujqwnf"vcmg"ceeqwpv"qh"vjg"ceegngtcvkpi" rceg" qh" vgejpqnqikecn" ejcpig." qrrqtvwpkvkgu" hqt" kppqxcvkqp." xct{kpi" T(F" dwfigvu" cpf" vjg" kpetgcugf" iqxgtpogpvcn" tgiwncvkqp" dtqwijv" cdqwv" d{"

vgejpqnqikecn"ejcpig0"

Kp"vjg"rqnkvkecn/ngicn"gpxktqpogpv."octmgvgtu"owuv"yqtm"ykvjkp"vjg"ocp{"ncyu"

tgiwncvkpi"dwukpguu"rtcevkegu"cpf"ykvj"xctkqwu"urgekcn/kpvgtguv"itqwru0"

Uvtcvgikgu"hqt"Fgcnkpi"ykvj"vjg"Gpxktqpogpv"

*c+ Tgcevkxg"uvtcvgi{"

" C"eqorcp{"nqqmu"cv"vjg"fgxgnqrogpvu"kp"vjg"gpxktqpogpv"hktuv"cpf" vjgp" fgekfgu" yjcv" cevkqpu" vq" vcmg0" Hqt" gzcorng." c" hcujkqp" jqwug"

oc{"pqvg"vjcv"qpg"qh"kvu"tkxcnu"jcu"eqog"qwv"ykvj"c"pgy"hcujkqp"nkpg0"

Kv"yknn"fq"pqvjkpi"cpf"kpuvgcf"qdugtxg"jqy"vjg" pgy"hcujkqp"nkpg"ku"

rgthqtokpi"kp"vgtou"qh"ucngu"cpf"rtqhkvu0""

STUDY GUIDE

BMMK5103 Marketing Management

" Kh"vjg"pgy"hcujkqp"nkpg"fqgu"ygnn."vjg"eqorcp{"oc{"vjgp"fgekfg"vq"

eqog"wr"ykvj"vjgkt"xgtukqp"qh"vjg"pgy"hcujkqp0"

*d+ Rtqcevkxg"uvtcvgi{"

" C"eqorcp{"fqgu"pqv"nqqm"vq"qvjgtu"dwv"fgekfgu"vq"kpkvkcvgu"ejcpigu"

kp"vjg"gpxktqpogpv0

" Vjg"hcujkqp"jqwug."kp"vjku"ecug."yknn"fgekfg"vq"kpvtqfweg"c"pgy"hcujkqp"

ykvjqwv"ikxkpi"cp{"vjqwijv"vq"yjcv"qvjgt"eqorcpkgu"ctg"wr"vq0""

407"" Wpfgtuvcpfkpi"vjg"Eqpuwogt"Octmgv"

C"eqpuwogt"octmgv"ku"ocfg"wr"qh"kpfkxkfwcnu"cpf"jqwugjqnfu0"C"eqpuwogt"

octmgv" dw{u" iqqfu" cpf" ugtxkegu" hqt" rgtuqpcn" eqpuworvkqp0" Vjg" dw{gtu" kp"

vjg"eqpuwogt"octmgv"ctg"gpf"eqpuwogtu0""

408"" Wpfgtuvcpfkpi"Dw{gt"Dgjcxkqwt

Eqpuwogt" dgjcxkqwt" ku" kphnwgpegf" d{" vjtgg" hcevqtu<" ewnvwtcn" *ewnvwtg." uwdewnvwtg" cpf" uqekcn" encuu+." uqekcn" *tghgtgpeg" itqwru." hcokn{." cpf" uqekcn" tqngu" cpf" uvcvwugu+." cpf" rgtuqpcn" *cig." uvcig" kp"vjg" nkhg" e{eng." qeewrcvkqp." geqpqoke" ektewouvcpegu." nkhguv{ng." rgtuqpcnkv{" cpf" ugnh/eqpegrv+0" Tgugctej" kpvq" vjgug" hcevqtu" ecp" rtqxkfg" enwgu" vq" tgcej" cpf" ugtxg" eqpuwogtu" oqtg"

ghhgevkxgn{0

Hqwt" ockp" ru{ejqnqikecn" rtqeguugu" chhgevkpi" eqpuwogt" dgjcxkqwt" ctg"

oqvkxcvkqp."rgtegrvkqp."ngctpkpi"cpf"ogoqt{0"

Vq" wpfgtuvcpf" jqy" eqpuwogtu" cevwcnn{" ocmg" dw{kpi" fgekukqpu." octmgvgtu" owuv"kfgpvkh{"yjq"ocmgu"cpf"jcu"kprwv"kpvq"vjg"dw{kpi"fgekukqp="rgqrng"ecp" dg" kpkvkcvqtu." kphnwgpegtu." fgekfgtu." dw{gtu" qt" wugtu0" Fkhhgtgpv" octmgvkpi"

ecorckipu"okijv"dg"vctigvgf"cv"gcej"v{rg"qh"rgtuqp0"

Vjg" v{rkecn" dw{kpi" rtqeguu" eqpukuvu" qh" vjg" hqnnqykpi" ugswgpeg" qh" gxgpvu<" rtqdngo"tgeqipkvkqp."kphqtocvkqp"ugctej."gxcnwcvkqp"qh"cnvgtpcvkxgu."rwtejcug"

fgekukqp"cpf"rquv/rwtejcug"dgjcxkqwt0"Vjg"octmgvgtu‚"lqd"ku"vq"wpfgtuvcpf"

vjg" dgjcxkqwt" cv" gcej" uvcig0" Vjg" cvvkvwfgu" qh" qvjgtu." wpcpvkekrcvgf" ukvwcvkqpcn"hcevqtu" cpf" rgtegkxgf" tkum"oc{" cnn" chhgev"vjg" fgekukqp"vq" dw{." cu" yknn" eqpuwogtu‚" ngxgnu" qh" rquv/rwtejcug" rtqfwev" ucvkuhcevkqp." wug" cpf"

fkurqucn."cpf"vjg"eqorcp{‚u"cevkqpu0"

Eqpuwogtu"ctg"eqpuvtwevkxg"fgekukqp"ocmgtu"cpf"uwdlgev"vq"ocp{"eqpvgzvwcn"

kphnwgpegu0"Vjg{"qhvgp"gzjkdkv"nqy"kpxqnxgogpv"kp"vjgkt"fgekukqpu."wukpi"ocp{"

jgwtkuvkeu"cu"c"tguwnv0"

STUDY GUIDE

BMMK5103 Marketing Management

Yjcv"jkpfgtu"eqpuwogtu"htqo"dw{kpi"qwt"rtqfwevu"kp"vjg"eqpuwogt"octmgvA" *c+" Cvvkvwfg"qh"qvjgtu"*rqukvkxg."pgicvkxg"cpf"rcuukxg"cvvkvwfg+="cpf"

*d+" Dw{kpi" tkumu" *hwpevkqpcn" tkum." rj{ukecn" tkum." hkpcpekcn" tkum." uqekcn" tkum."

ru{ejqnqikecn"tkum"cpf"vkog"tkum+0"

409"" Wpfgtuvcpfkpi"Dwukpguu"Octmgv"

C" dwukpguu" octmgv" ku" ocfg" wr" qh" eqorcpkgu." qticpkucvkqpu." ugevqtu" cpf"

kpfwuvtkgu0"C"dwukpguu"octmgv"dw{u"iqqfu"cpf"ugtxkegu"vq"dg"wugf"vq"ocmg"

qvjgt" iqqfu" qt" vq" jgnr" ykvj" vjg" rtqfwevkqp" rtqeguu0" Vjg" dw{gtu" kp" vjg"

eqpuwogtu"octmgv"ctg"dwukpguu"cpf"qticpkucvkqp"ewuvqogtu0"

40:"" Wpfgtuvcpfkpi"Dwukpguu"Dgjcxkqwt"

Qticpkucvkqpcn" dw{kpi" ku" vjg" fgekukqp/ocmkpi" rtqeguu" d{" yjkej" hqtocn" qticpkucvkqpu" guvcdnkuj"vjg" pggf"hqt" rwtejcugf" rtqfwevu" cpf" ugtxkegu." cpf"

vjgp"kfgpvkh{."gxcnwcvg"cpf"ejqqug"coqpi"cnvgtpcvkxg"dtcpfu"cpf"uwrrnkgtu0"

Vjg"dwukpguu"octmgv"eqpukuvu"qh"cnn"vjg"qticpkucvkqpu"vjcv"ceswktg"iqqfu"cpf" ugtxkegu" wugf" kp"vjg" rtqfwevkqp" qh"qvjgt" rtqfwevu" qt" ugtxkegu"vjcv" ctg" uqnf."

tgpvgf"qt"uwrrnkgf"vq"qvjgtu0"

Eqorctgf"vq"eqpuwogt"octmgvu."dwukpguu"octmgvu"igpgtcnn{"jcxg"hgygt"cpf" nctigt" dw{gtu." c" enqugt" ewuvqogt" uwrrnkgt" tgncvkqpujkr" cpf" oqtg" igqitcrjkecnn{" eqpegpvtcvgf" dw{gtu0" Fgocpf" kp" vjg" dwukpguu" octmgv" ku" fgtkxgf" htqo" fgocpf" kp" vjg" eqpuwogt" octmgv" cpf" hnwevwcvgu" ykvj" vjg"

dwukpguu"e{eng0"Pqpgvjgnguu."vjg"vqvcn"fgocpf"hqt"ocp{"dwukpguu"iqqfu"cpf"

ugtxkegu"ku"swkvg"rtkeg"kpgncuvke0"Dwukpguu"octmgvgtu"pggf"vq"dg"cyctg"qh"vjg"

tqng" qh" rtqhguukqpcn" rwtejcugtu" cpf" vjgkt" kphnwgpegtu." vjg" pggf" hqt" ownvkrng"

ucngu"ecnnu."cpf"vjg"korqtvcpeg"qh"fktgev"rwtejcukpi."tgekrtqekv{"cpf"ngcukpi0"

Vjg" dw{kpi" egpvtg" ku" vjg" fgekukqp/ocmkpi" wpkv" qh" c" dw{kpi" qticpkucvkqp0" Kv" eqpukuvu" qh" kpkvkcvqtu." wugtu." kphnwgpegtu." fgekfgtu." crrtqxgtu." dw{gtu" cpf" icvgmggrgtu0" Vq" kphnwgpeg" vjgug" rctvkgu." octmgvgtu" owuv" dg" cyctg" qh"

gpxktqpogpvcn."qticpkucvkqpcn."kpvgtrgtuqpcn"cpf"kpfkxkfwcn"hcevqtu0"

Vjg"dw{kpi"rtqeguu"eqpukuvu"qh"gkijv"uvcigu"ecnngf"dw{rjcugu<"" *c+" Rtqdngo"tgeqipkvkqp="" *d+" Igpgtcn"pggf"fguetkrvkqp="" *e+" Rtqfwev"urgekhkecvkqp="" *f+" Uwrrnkgt"ugctej=""

STUDY GUIDE

BMMK5103 Marketing Management

*g+" Rtqrqucn"uqnkekvcvkqp="" *h+" Uwrrnkgt"ugngevkqp=" *i+" Qtfgt/tqwvkpg"urgekhkecvkqp="cpf"" *j+" Rgthqtocpeg"tgxkgy0"

Dwukpguu" octmgvgtu" owuv" hqto" uvtqpi" dqpfu" cpf" tgncvkqpujkru" ykvj" vjgkt" ewuvqogtu"cpf"rtqxkfg"vjgo"cffgf" xcnwg0"Uqog" ewuvqogtu."jqygxgt."oc{" rtghgt"c"vtcpucevkqpcn" tgncvkqpujkr0"Vgejpqnqi{"ku"ckfkpi"vjg"fgxgnqrogpv"qh"

uvtqpi"dwukpguu"tgncvkqpujkru0"

Vjg" kpuvkvwvkqpcn" octmgv" eqpukuvu" qh" uejqqnu." jqurkvcnu." pwtukpi" jqogu." rtkuqpu" cpf" qvjgt" kpuvkvwvkqpu"vjcv" rtqxkfg" iqqfu" cpf" ugtxkegu"vq" rgqrng" kp"

vjgkt"ectg0"Dw{gtu"hqt"iqxgtpogpv"qticpkucvkqpu"vgpf"vq"tgswktg"c"itgcv"fgcn"

qh" rcrgtyqtm" htqo" vjgkt" xgpfqtu" cpf" vq" hcxqwt" qrgp" dkffkpi" cpf" fqoguvke" eqorcpkgu0"Uwrrnkgtu"owuv" dg" rtgrctgf"vq" cfcrv"vjgkt" qhhgtu"vq"vjg" urgekcn"

pggfu"cpf"rtqegfwtgu"hqwpf"kp"kpuvkvwvkqpcn"cpf"iqxgtpogpv"octmgvu0"

40;"" Wpfgtuvcpfkpi"Uvtcvgikgu"hqt"Octmgv"Ngcfgt"

C"octmgv"ngcfgt"jcu"vjg"nctiguv"octmgv"ujctg"kp"vjg"tgngxcpv"rtqfwev"octmgv0"

Vq" tgockp" fqokpcpv." vjg" ngcfgt" nqqmu" hqt" yc{u" vq" gzrcpf" vqvcn" octmgv"

fgocpf"cpf"cvvgorvu"vq"rtqvgev"cpf"rgtjcru"kpetgcug"kvu"ewttgpv"ujctg0"

C"octmgv" ejcnngpigt" cvvcemu"vjg"octmgv" ngcfgt" cpf" qvjgt" eqorgvkvqtu" kp" cp"

ciitguukxg"dkf"hqt"oqtg"octmgv"ujctg0"Vjgtg"ctg"hkxg"v{rgu"qh"igpgtcn"cvvcem="

ejcnngpigtu"owuv"cnuq"ejqqug"urgekhke"cvvcem"uvtcvgikgu0"

C"octmgv"hqnnqygt"ku"c"twppgt/wr"hkto"yknnkpi"vq"ockpvckp"kvu"octmgv"ujctg"cpf" pqv" tqem" vjg" dqcv0" Kv" ecp" rnc{" vjg" tqng" qh" eqwpvgthgkvgt." enqpgt." kokvcvqt" qt"

cfcrvgt0

C"octmgv" pkejgt" ugtxgu" uocnn"octmgv" ugiogpvu" pqv" dgkpi" ugtxgf" d{" nctigt"

hktou0"Vjg"mg{"vq"pkejgocpujkr"ku"urgekcnkucvkqp0"Pkejgtu"fgxgnqr"qhhgtkpiu"vq"

hwnn{" oggv" c" egtvckp" itqwr" qh" ewuvqogtu‚" pggfu." eqoocpfkpi" c" rtgokwo"

rtkeg"kp"vjg"rtqeguu0"

4032""Eqorgvkvkqp"uvtcvgikgu"

Cu" korqtvcpv" cu" c" eqorgvkvkxg" qtkgpvcvkqp" ku" kp" vqfc{‚u" inqdcn" octmgvu." eqorcpkgu" ujqwnf" pqv" qxgtfq" vjg" gorjcuku" qp" eqorgvkvqtu0" Vjg{" ujqwnf"

ockpvckp"c"iqqf"dcncpeg"qh"eqpuwogt"cpf"eqorgvkvqt"oqpkvqtkpi0"

STUDY GUIDE

BMMK5103 Marketing Management

Vjgtg"ctg"ugxgtcn"yc{u"qh"eqorgvkpi"kp"c"xgt{"vwtdwngpv"octmgv0"Vjg{"ctg<"

*c+" Octmgv/Ejcnngpigt"Uvtcvgikgu=" *d+" Fghkpkpi"vjg"Uvtcvgike"Qdlgevkxg"cpf"Qrrqpgpvu*u+=" *e+" Ejqqukpi"c"Igpgtcn"Cvvcem"Uvtcvgi{=" *f+" Ejqqukpi"c"Urgekhke"Cvvcem"Uvtcvgi{=" *g+" Octmgv/Hqnnqygt"Uvtcvgikgu="cpf" *h+" Octmgv/Pkejgt"Uvtcvgikgu0"

Uvwf{"Swguvkqpu"

30" Fguetkdg"eqpuwogt"ejctcevgtkuvkeu"yjkej"kphnwgpeg"dw{kpi"dgjcxkqwt0"

40" Kfgpvkh{" vjg" oclqt" ru{ejqnqikecn" rtqeguugu" yjkej" kphnwgpeg" eqpuwogt"

tgurqpugu"vq"vjg"octmgvkpi"rtqitcoog0"

50" Fguetkdg"jqy"eqpuwogtu"ocmg"rwtejcukpi"fgekukqpu0" 60" Fkuewuu"jqy"octmgvgtu"cpcn{ug"eqpuwogt"fgekukqp"ocmkpi0" 70" Gzrnckp"vjtgg"hcevqtu"vjcv"kphnwgpeg"eqpuwogt"dgjcxkqwt0"

80" C" dw{gt)u" fgekukqpu" ctg" kphnwgpegf" d{" hqwt" rgtuqpcn" ejctcevgtkuvkeu0"

Fkuewuu"vjgug"ejctcevgtkuvkeu0"

90" Gzrnckp" hqwt" mg{" ru{ejqnqikecn" rtqeguugu" yjkej" kphnwgpeg" eqpuwogt"

tgurqpugu0"

:0" Fkuewuu"vjtgg"qh"vjg"dguv/mpqyp"vjgqtkgu"qh"jwocp"oqvkxcvkqp0"

;0" Fkhhgtgpvkcvg" dgvyggp" ugngevkxg" cvvgpvkqp." ugngevkxg" fkuvqtvkqp" cpf"

ugngevkxg"tgvgpvkqp0"

320" Ejqqug"c"rtqfwev"vjcv"{qw"tgegpvn{"rwtejcugf0"Cu"c"eqpuwogt."{qw"iq" vjtqwij" hkxg" uvcigu" qh" vjg" dw{kpi/fgekukqp" rtqeguu0" Gzrnckp" vjgug"

uvcigu"ykvj"gzcorngu0"

330" Eqpuwogtu"oc{"rgtegkxg"ukz"v{rgu"qh" tkum"kp"dw{kpi"cpf"eqpuwokpi"c"

rtqfwev0"Kfgpvkh{"vjgug"tkumu0"

340" Octmgvgtu" wug" hqwt" vgejpkswgu" vq" vt{" vq" eqpxgtv" c" nqy/kpxqnxgogpv"

rtqfwev"kpvq"qpg"qh"jkijgt"kpxqnxgogpv0"Fkuewuu"vjgug"vgejpkswgu0"

350" Fguetkdg" yjcv" vjg" dwukpguu" octmgv" ku" cpf" jqy" kv" fkhhgtu" htqo" vjg"

eqpuwogt"octmgv0"

360" Gzcokpg"vjg"dw{kpi"ukvwcvkqpu"vjcv"qticpkucvkqpcn"dw{gtu"hceg0" 370" Kfgpvkh{"yjq"rctvkekrcvgu"kp"vjg"dwukpguu/vq/dwukpguu"dw{kpi"rtqeguu0"

STUDY GUIDE

BMMK5103 Marketing Management

380" Fguetkdg"jqy"dwukpguu"dw{gtu"ocmg"vjgkt"fgekukqpu0"

390" Fkuewuu" jqy" eqorcpkgu" ecp" dwknf" uvtqpi" tgncvkqpujkru" ykvj" dwukpguu"

ewuvqogtu0"

3:0" Gzrnckp" jqy" kpuvkvwvkqpcn" dw{gtu" cpf" iqxgtpogpv" cigpekgu" fq" vjgkt"

dw{kpi0

3;0" Fguetkdg"32"oclqt"dwukpguu"octmgvu"ejctcevgtkuvkeu0"

420" Gzrnckp"vjg"fkhhgtgpeg"coqpi"uvtckijv"tg/dw{."oqfkhkgf"tg/dw{"cpf"pgy"

vcum0"

430" Fkhhgtgpvkcvg"vjg"tqng"qh"rtkog"eqpvtcevqtu"cpf"ugeqpf/vkgt"eqpvtcevqtu0"

440" Vjgtg" ctg" ugxgp" tqngu" kp" vjg" rwtejcug" fgekukqp" rtqeguu0" Gzcokpg"

vjgug"tqngu0"

450" Rgqrng" ctg" pqv" dw{kpi" ›rtqfwevufi=" vjg{" ctg" dw{kpi" uqnwvkqpu" vq" vyq"

rtqdngou0"Gzrnckp"yjcv"vjg"rtqdngou"ctg0"

460" Tqdkpuqp" cpf"Cuuqekcvgu" jcxg" kfgpvkhkgf" gkijv" uvcigu" kp"vjg" dwukpguu" dw{kpi/fgekukqp" rtqeguu" cpf" ecnngf"vjgo" dw{" rjcugu0" Fguetkdg"vjgug"

uvcigu"kp"fgvckn0"

470" Dw{gt/uwrrnkgt" tgncvkqpujkru" fkhhgt" ceeqtfkpi" vq" hqwt" hcevqtu0" Kfgpvkh{"

vjgug"hcevqtu0"

480" Dw{gt/uwrrnkgt" tgncvkqpujkru" ctg" encuukhkgf" kpvq" gkijv" ecvgiqtkgu0"

Fkuewuu"vjgug"ecvgiqtkgu0"

490" Fghkpg"urgekhke"kpxguvogpvu"cpf"qrrqtvwpkuo0" 4:0" Kfgpvkh{"cpf"gzrnckp"vjg"uvtcvgikgu"cxckncdng"hqt"octmgv"ngcfgtu0" 4;0" Gzrnckp"vjg"ghhgevkxg"eqorgvkvkqp"uvtcvgikgu"hqt"octmgvgtu0"

Ecug"Uvwf{"Swguvkqpu"

Cpuygt"CNN"Swguvkqpu"kp"vjg"hqnnqykpi"ecug"uvwfkgu<" " Oketquqhv"Ecug"Uvwf{"*rngcug"tghgt"vq"rcigu"337"cpf"338+0" " Hgttgtq"Ecug"Uvwf{"*rngcug"tghgt"vq"rcigu"338"cpf"339+0" " Fkupg{"Ecug"Uvwf{"*rngcug"tghgt"vq"rcigu"422"cpf"423+0" " Kmgc"Ecug"Uvwf{"*Rngcug"tghgt"vq"rcigu"423"cpf"424+0" " Ceegpvwtg"Ecug"Uvwf{"*rngcug"tghgt"vq"rcigu"452"cpf"453+0" " Igpgtcn"Gngevtke"*IG+"Ecug"Uvwf{"*rngcug"tghgt"vq"rcigu"454"cpf"455+0" " Ucouwpi"Ecug"Uvwf{"*rngcug"tghgt"vq"rcigu"565"cpf"566+0" " KDO"Ecug"Uvwf{"*rngcug"tghgt"vq"rcigu"566"cpf"567+0"

STUDY GUIDE

BMMK5103 Marketing Management

Vqrke"5<"Ugiogpvkpi"Octmgv"

Ngctpkpi"Qwveqogu"

D{"vjg"gpf"qh"vjku"vqrke."{qw"ujqwnf"dg"cdng"vq<" 30" Fghkpg"yjcv"octmgv"ugiogpv"ku=""

40" Gzrnckp" jqy" octmgvgtu" ugiogpv" dwukpguu" octmgv" cpf" eqpuwogt" octmgv=

50" Gzrnckp"jqy"octmgvgtu"ugiogpv"vjg"octmgv"ghhgevkxgn{="cpf"

60" Fkuewuu" jqy" octmgv" ugiogpvcvkqp" ku" fgxgnqrgf." ogcuwtgf" cpf"

ocpcigf0

Vqrke"Qxgtxkgy"

Ugiogpvcvkqp" ku" korqtvcpv" hqt" octmgvgtu" dghqtg" vjg{" eqwnf" gpvgt" kpvq" c" rtqhkvcdng" octmgv" cpf" ugnn" vjgkt" rtqfwevu0" D{" jcxkpi" ugiogpvcvkqp" kp" okpf." vjg"octmgvgtu"eqwnf"cnuq"kfgpvkh{"rqvgpvkcn"ewuvqogtu"d{"cpcn{ukpi"vjg"vctigv" octmgv0"Vjgtghqtg."vjku"vqrke"yknn" rtgrctg" {qw"ykvj" ugiogpvcvkqp" umknnu0"Vjku" vqrke" fkuewuugu" cpf" gzcokpgu" kuuwgu" tgncvgf" vq" rgthqtokpi" octmgv"

ugiogpvcvkqp0"Cu"c"etwekcn"uvgr"dghqtg"ugngevkpi"vjg"vctigv"octmgv."octmgvgtu"

pggf"vq"wpfgtuvcpf"vjg" uvtcvgikgu"cpf"dcugu"hqt" ugiogpvkpi"vjg" eqpuwogt" octmgv" cpf" dwukpguu" octmgv0" Vjg" vqrke" cnuq" rtgrctgu" tgcfgtu" qp" wpfgtuvcpfkpi"vjg" ghhgevkxg" ugiogpvcvkqp" etkvgtkc0"Kv" gpfu" ykvj"vjg" uvtcvgike"

uvgru"kp"rgthqtokpi"octmgv"ugiogpvcvkqp0"

STUDY GUIDE

BMMK5103 Marketing Management

Hqewu"Ctgcu"cpf"Cuukipgf"Tgcfkpiu"

Hqewu"Ctgcu"

Cuukipgf"Tgcfkpiu"

 

Mqvngt."R0."("Mgnngt."M0"N0"*4228+0"

Octmgvkpi"ocpcigogpv"*34vj"gf0+0"Pgy"

Lgtug{<"Rtgpvkeg"Jcnn0"

503"" Octmgv"Ugiogpvcvkqp"

Ejcrvgt":."r"4580"

504"" Dcugu"hqt"Ugiogpvkpi"Eqpuwogt" Octmgv"

Ejcrvgt":."rr"458/46;0"

505"" Dcugu"hqt"Ugiogpvkpi"Dwukpguu" Octmgv"

Ejcrvgt":."r"4740"

506"" Ghhgevkxg"Ugiogpvcvkqp"Etkvgtkc"

Ejcrvgt":."r"4750"

507"" Gxcnwcvkpi"cpf"Ugngevkpi"Octmgv" Ugiogpv"

Ejcrvgt":"r"4760"

Eqpvgpv"Uwooct{"

Vjku" vqrke" yknn" rtgrctg" {qw" ykvj" vjg" umknnu" qh" ugiogpvcvkqp" cpf" gzcokpgu" kuuwgu" tgncvgf" vq" kfgpvkh{kpi" octmgv" ugiogpvu" cpf" vctigvu0" Vjku" vqrke" jkijnkijvu"vjg"ockp"hgcvwtgu" kp"vjg" cpcn{uku" qh"octmgv" ugiogpvcvkqp" cu"vjg"

korqtvcpv"uvgr"dghqtg"cp{"hwtvjgt"octmgvkpi"cevkxkvkgu"eqwnf"vcmg"rnceg0""

503"" Octmgv"Ugiogpvcvkqp"

Kv" ku" vjg" rtqeguu" qh" fkxkfkpi" c" dki" octmgv" kpvq" ogcpkpihwn." tgncvkxgn{" ukoknct"

ejctcevgtkuvkeu"cpf"kfgpvkhkcdng"rctvu0"

Kv"ku"cnuq"vjg"rtqeguu"qh"ugitgicvkpi."ugrctcvkpi."dtgcmkpi"wr"cpf"urnkvvkpi"c"

dki"octmgv"kpvq"c"fkuvkpev"cpf"fkhhgtgpv"itqwr"qh"uocnngt"octmgvu0"

Vjku"uocnngt"octmgv"eqpukuvu"qh"dw{gtu"yjq"pggf"cpf"ycpv"fkhhgtgpv"rtqfwev" v{rgu." fkhhgtgpv" rtkeg" coqwpvu" cpf" fkhhgtgpv" uv{ngu" qh" rtqoqvkqp0" Vjg{" ctg"

nqecvgf"kp"xctkqwu"rncegu0""

Vjg"hqnnqykpi"ctg"tgcuqpu"yj{"ugiogpvcvkqp"ku"korqtvcpv<"

*c+" Vq" dgvvgt" wpfgtuvcpf" vjg" urgekhke" ecvgiqtkgu" qh" pggfu." ycpvu" cpf" rtghgtgpegu"qh"eqpuwogtu"kp"c"dki"octmgv="

STUDY GUIDE

BMMK5103 Marketing Management

*d+" Vq"dgvvgt"cpcn{ug"vjg"cevwcn"eqorgvkvkqp0"Gcej"pggf"dgnqpiu"vq"egtvckp" rtqfwevu"cpf"vjgug"rtqfwevu"yknn"eqorgvg"ykvj"eqorgvkvqtu"kp"vjg"ucog" ecvgiqt{=

*e+" Vq" gcukn{" hceknkvcvg" vjg" rtqeguu" qh" hwnhknnkpi" ejcpikpi" octmgv" fgocpf=" cpf

*f+" Vq"ghhkekgpvn{"cnnqecvg"eqorcp{"tguqwtegu0"

Vjgtg"ctg"vjtgg"ecvgiqtkgu"qh"ugiogpv0"Vjgug"ecvgiqtkgu"ctg<"

*c+

Jqoqigpgqwu" ugiogpv" ⁄" Cnn" eqpuwogtu" jcxg" cnoquv" vjg" ucog" rtghgtgpegu." pggfu" cpf" ycpvu" cpf" vjg" octmgv" ujqyu" pq" pcvwtcn"

ugiogpvu0

*d+ Fkhhwugf"ugiogpv"⁄"Cnn"eqpuwogtu"jcxg"vqvcnn{"fkhhgtgpv"rtghgtgpegu."

pggfu"cpf"ycpvu"cpf"vjg"octmgv"ujqyu"ocp{"fkhhgtgpv"ugiogpvu0""

*e+

Enwuvgtgf" ugiogpv" ⁄" Cnn" eqpuwogtu" kp" vjg" fkhhwugf" ugiogpv" ctg"

itqwrgf"ceeqtfkpi"vq"vjgkt"pggfu"cpf"ycpvu0"

Vjgtg" ctg" ugxgtcn" uvgru" qh" ugiogpvkpi" vjg" octmgv0" Vjgug" uvgru" ctg" cu" hqnnqyu<"

*c+" Ugngev"c"octmgv"qt"rtqfwev"ecvgiqt{"hqt"uvwf{=" *d+" Ejqqug"vjg"dcugu"hqt"ugiogpvcvkqp=" *e+" Ugngev"ugiogpvcvkqp"fguetkrvqtu=" *f+" Rtqhkng"cpf"cpcn{ug"vjg"ugiogpvu=" *g+" Ugngev"vjg"vctigv"octmgv="cpf" *h+" Fgukip."korngogpv"cpf"ockpvckp"crrtqrtkcvg"octmgvkpi"okzgu0""

504"" Dcugu"hqt"Ugiogpvkpi"vjg"Eqpuwogt"Octmgv""

*c+ Igqitcrjke"ugiogpvcvkqp"⁄"Octmgvgtu"fkxkfg"vjg"octmgv"kpvq"fkhhgtgpv" igqitcrjkecn" itqwru" uwej" cu" pcvkqpu." tgikqpu." uvcvgu." eqwpvkgu." ekvkgu"

cpf"pgkijdqwtjqqfu0"

*d+ Fgoqitcrjke"ugiogpvcvkqp"⁄"Octmgvgtu"fkxkfg"c"octmgv"kpvq"itqwru" dcugf" qp" rgtuqpcn" xctkcdngu" uwej" cu" cig." igpfgt." hcokn{" uk|g." hcokn{"

nkhg"e{eng."kpeqog."qeewrcvkqp."gfwecvkqp."tgnkikqp."tceg"cpf"pcvkqpcnkv{0"

*e+

Ru{ejqitcrjke" ugiogpvcvkqp" ⁄" Octmgvgtu" fkxkfg" c" octmgv" kpvq" fkhhgtgpv" itqwru" dcugf" qp" vjg" eqodkpcvkqp" qh" fgoqitcrjkeu" cpf" ru{ejqnqikecn"curgevu"qh"eqpuwogtu"uwej"cu"uqekcn"encuu."nkhg"uv{ng"cpf"

rgtuqpcnkv{"ejctcevgtkuvkeu0""

STUDY GUIDE

BMMK5103 Marketing Management

*f+ Dgjcxkqwtcn" ugiogpvcvkqp" ⁄" Octmgvgtu" fkxkfg" c" octmgv" kpvq" itqwru" dcugf" qp"vjgkt" mpqyngfig." cvvkvwfgu." wugu" qt" tgurqpugu"vq" c" rtqfwev0" Qeecukqpu."dgpghkvu"uqwijv."wugt"uvcvwu."wucig" tcvg"cpf"nq{cnv{"uvcvwu" ctg"uqog"qh"vjg"dcugu"yjkej"ecp"dg"wugf"vq"ugiogpv"wpfgt"vjku"v{rg"qh"

dcug"qh"ugiogpvcvkqp0"

505"" Dcugu"hqt"Ugiogpvkpi"vjg"Dwukpguu"Octmgv"

*c+

Igqitcrjkecn" ugiogpvcvkqp" ⁄"Vjku" crrtqcej" ecnnu"hqt" c" eqorcp{"vq"

ugiogpv"kvu"octmgv"wukpi"xctkcdngu"uwej"cu"eqorcp{"nqecvkqp0"

*d+

Fgoqitcrjke" ugiogpvcvkqp" ⁄" Vjg" eqorcp{" fkxkfgu" c"octmgv" wukpi"

xctkcdngu"uwej"cu"kpfwuvt{"cpf"eqorcp{"uk|g0"

*e+

Dgjcxkqwtcn" ugiogpvcvkqp" ⁄" Vjg" eqorcp{" fkxkfgu" c" octmgv" wukpi" xctkcdngu" uwej"cu"dgpghkvu" uqwijv."wugt" uvcvwu."wucig" tcvg"cpf"nq{cnv{"

uvcvwu0"

506"" Ghhgevkxg"Ugiogpvcvkqp"Etkvgtkc""

*c+ Ogcuwtcdng" ⁄"Vjg"v{rgu"qh"xctkcdngu"wugf"ecp"dg"ogcuwtgf"g0i0"cig." kpeqog." igpfgt" cpf" hcokn{" uk|g0" Egtvckp" v{rgu" qh" xctkcdngu" yjkej" ctg"

fkhhkewnv"vq"ogcuwtg"g0i0"rgtuqpcnkv{"ujqwnf"dg"cxqkfgf0"

*d+ Ceeguukdng"⁄"Kv"ku"korqtvcpv"vjcv"c"octmgvgt"rkemu"ugiogpvu"yjkej"ctg" ecrcdng" qh" dgkpi" tgcejgf" ykvj" c" eqorcp{‚u" rtqoqvkqpcn" cpf"

fkuvtkdwvkqp"rncp0""

*e+

Uwduvcpvkcn ⁄"Vjg"octmgvgt"owuv"ejqqug"ugiogpvu"yjkej"eqpukuv"qh"c" nqv" qh" vctigv" octmgv" cpf" rtqurgevu" yjkej" qhhgt" jkij" ucngu" cpf" rtqhkv"

rqvgpvkcn0""

*f+

Fkhhgtgpvkcdng" ⁄"Qpg" ugiogpv"owuv"dg"fkhhgtgpv"htqo"qvjgt" ugiogpvu" kp"vgtou"qh"tgurqpug"vq"fkhhgtgpv"octmgvkpi"okz."qvjgtykug"vjg"fkhhgtgpv"

ugiogpvu"ctg"eqpukfgtgf"qpg"ugiogpv0""

*g+

Cevkqpcdng" ⁄" Vjg" ghhgevkxg" rtqitcoogu" ecp" dg" hqtowncvgf" hqt" cvvtcevkpi" cpf" ugtxkpi" vjg" ugiogpvu0" " Vjg" eqorcp{" owuv" jcxg" vjg" pgeguuct{" tguqwtegu" kp" qtfgt" vq" korngogpv" 6R" rncpu" kp" vjg"

ugiogpv1ugiogpvu"kv"jcu"ejqugp0""

STUDY GUIDE

BMMK5103 Marketing Management

507"" Gxcnwcvkpi"cpf"Ugngevkpi"Octmgv"Ugiogpvu"

Ugxgtcn" hcevqtu" ujqwnf" dg" eqpukfgtgf" dghqtg" gxcnwcvkpi" vjg" ugiogpvu." yjkej" ctg<"

*c+

Ugiogpv‚u" qxgtcnn" cvvtcevkxgpguu" ⁄" Octmgvgtu" ujqwnf" nqqm" cv" vjg" pwodgt" qh" rqvgpvkcn" vctigv" octmgvu0" Vjg" jkijgt" vjg" pwodgt" qh" vctigv" octmgvu."vjg"dgvvgt"vjg" ugiogpvu0"Kp"cffkvkqp."vjg"pwodgt"qh"rqvgpvkcn" rtqurgevu" ujqwnf" cnuq" dg" jkij" cu" cp" kpfkecvqt" qh" cvvtcevkxg" octmgv"

ugiogpv0

*d+ Eqorcp{‚u"qdlgevkxgu"cpf"tguqwtegu"⁄"Octmgvgtu"ujqwnf"nqqm"cv"vjg"

ngxgn"qh"eqorgvkvkqp"cpf"vjg"equv"cu"ygnn"cu"rqvgpvkcn"ucngu"cpf"rtqhkvu0"

Vjg"nqygt"vjg"eqorgvkvkqp."vjg"dgvvgt"vjg"ugiogpv0"Vjg"dgvvgt"vjg"equv"

cpf"vjg"oqtg"ghhgevkxg"vjg"equv."vjg"dgvvgt"vjg"ugiogpv0"Ucog"iqgu"hqt"

ucngu"cpf"rtqhkv0"Kh"vjgtg"ku"c"iqqf"cpf"jkij"rqvgpvkcn"hqt"c"dwukpguu"vq"

igv"jkij"ucngu"cpf"rtqhkv."vjg"dgvvgt"vjg"ugiogpv0"

Uvwf{"Swguvkqpu"

30" Fghkpg"octmgv"ugiogpv0" 40" Gzrnckp"jqy"octmgvgtu"ugiogpv"vjg"dwukpguu"octmgv0" 50" Fkuewuu"jqy"octmgvgtu"ugiogpv"vjg"eqpuwogt"octmgv0" 60" Gzrnckp"jqy"octmgvgtu"ugiogpv"vjg"octmgv"ghhgevkxgn{0" 70" Fkuewuu"jqy"octmgv"ugiogpvcvkqp"ku"fgxgnqrgf0"

80"

Nkuv" vjg" vgejpkswgu" vq" ogcuwtg" vjg" ghhgevkxgpguu" qh" octmgv"

ugiogpvcvkqp0

90" Kfgpvkh{"vjg"uvtcvgikgu"vq"ocpcig"vjg"octmgv"ugiogpv0"

Ecug"Uvwf{"Swguvkqpu"

Cpuygt"CNN"Swguvkqpu"kp"vjg"hqnnqykpi"ecug"uvwfkgu<" " JUDE"Ecug"Uvwf{"*rngcug"tghgt"vq"rcigu"47;"cpf"482+0" " DOY"Ecug"Uvwf{"*rngcug"tghgt"vq"rcigu"482"cpf"483+0"

STUDY GUIDE

BMMK5103 Marketing Management

Vqrke"6<"Dtcpf"Rqukvkqpkpi"

Ngctpkpi"Qwveqogu"

D{"vjg"gpf"qh"vjku"vqrke."{qw"ujqwnf"dg"cdng"vq<"

30"

Fguetkdg" dtcpf" rqukvkqpkpi" cpf" jqy" eqorcpkgu" ecp" fgxgnqr" cpf" guvcdnkuj"dtcpf"rqukvkqpkpi="

40" Gzrnckp"vjg"rqukvkqpkpi"rtqeguu"cpf"jqy"eqorcpkgu"ecp"gxcnwcvg"vjgkt" rqukvkqpkpi"ghhgevkxgpguu=""

50" Fghkpg"dtcpf"fkhhgtgpvkcvkqp="cpf"

60"

Fkuewuu" vjg" cxckncdng" dtcpf" fkhhgtgpvkcvkqp" cu" vjg" dguv" rqukvkqpkpi"

uvtcvgi{0

Vqrke"Qxgtxkgy"

[qw" ctg" pqy" tgcf{" vq" eqpswgt" vjg" vctigv" octmgv" chvgt" vjg" octmgv" ugiogpvcvkqp" rtqeguu" cpf" kfgpvkh{kpi" rqvgpvkcn" ewuvqogtu0"Vjg" pgzv" uvgr" ku" vq" hqewu" qp" vjg" rqvgpvkcn" qhhgtkpiu" rctvkewnctn{" qp" vjg" dtcpf0" Qpg" qh" vjg" korqtvcpv" cevkxkvkgu" jgtg" ku" vq" etgcvg" xcnwg" cpf" gswkv{" kp" vjg" dtcpf0" Vjg"

rwtrqug"ku"vq"uvcpf"wr"jkijgt"vjcp"vjg"eqorgvkvqtu0"Vjku"vqrke"yknn"jgnr"{qw"vq"

hwtvjgt"wpfgtuvcpf"vjg"eqpegrv"qh"gswkv{"cpf"xcnwg"kp"dtcpfu0"Vjku"vqrke"yknn"

gzcokpg" kuuwgu" tgncvgf"vq" etgcvkpi" dtcpf" gswkv{0"Kv" eqortkugu"vjg"hqnnqykpi" ugevkqpu<" fghkpkpi" dtcpf" gswkv{." ftkxgtu" qh" dtcpf" gswkv{." ogcuwtkpi" dtcpf" gswkv{."ocpcikpi" dtcpf" gswkv{" cpf" fgxkukpi" c" dtcpfkpi" uvtcvgi{0" Vjg"vqrke"

cnuq"fkuewuugu"vjg"kuuwgu"qh"ewuvqogt"gswkv{0""

Dtcpf" gswkv{" cpf" xcnwg" yknn" pqv" yqtm" ykvjqwv" dtcpf" rqukvkqpkpi0" Octmgvgtu" pggf"vq"rqukvkqp"c"dtcpf"kp"vjg"ewuvqogtu)"okpfu"uq"vjcv"vjg{"yknn"tgogodgt"

vjg"dtcpf"yjgtgxgt"vjg{"iq"cpf"yjcvgxgt"vjg{"fq0"Vjg"swguvkqp"ku."jqy"vq"

rqukvkqp"c"dtcpfA"Jqy"ecp"yg"ocmg"ewuvqogtu" tgogodgt"qwt"dtcpfA"Vjku" vqrke" yknn" jgnr" {qw" cpuygt" cnn" vjgug" swguvkqpu0" Vjku" vqrke" cnuq" hqewugu" qp" ugxgtcn" korqtvcpv" kuuwgu" qh" rqukvkqpkpi0" Hktuvn{." {qw" yknn" dg" gzrqugf" vq" vjg" eqpegrv" qh" dtcpf" rqukvkqpkpi." hqnnqygf" d{" c" fkuewuukqp" qh" vjg" rqukvkqpkpi" rtqeguu0" Vjg" vqrke" cnuq" eqxgtu" kuuwgu" qh" dtcpf" rqukvkqpkpi" fgxgnqrogpv." guvcdnkujogpv" cu" ygnn" cu" dtcpf" rqukvkqpkpi" gxcnwcvkqp0" Vjg" hkpcn" kuuwg"

fkuewuugf"ku"dtcpf"fkhhgtgpvkcvkqp"uvtcvgikgu0"

STUDY GUIDE

BMMK5103 Marketing Management

Hqewu"Ctgcu"cpf"Cuukipgf"Tgcfkpiu"

Hqewu"Ctgcu"

Cuukipgf"Tgcfkpiu"

 

Mqvngt." R0." (" Mgnngt." M0" N0" *4228+0" Octmgvkpi" ocpcigogpv" *34vj" gf0+0"

Pgy"Lgtug{<"Rtgpvkeg"Jcnn0"

603"" Dtcpf"Gswkv{"

Ejcrvgt";."rr"484/4890"

604"" Dwknfkpi"Dtcpf"Gswkv{"

Ejcrvgt";."rr"493/4970"

605"" Ogcuwtkpi"Dtcpf"Gswkv{"

Ejcrvgt";."rr"499/49;0"

606"" Ocpcikpi"Dtcpf"Gswkv{"

Ejcrvgt";."rr"4:2/4:30"

607"" Fgxkukpi"Dtcpf"Uvtcvgi{"

Ejcrvgt";."rr"4:4/4:70"

608"" Ewuvqogt"Gswkv{"

Ejcrvgt";."r"4:;0"

609"" Fgxgnqrkpi"Dtcpf"Rqukvkqpkpi"

Ejcrvgt"32."rr"4;9/5280"

60:"" Guvcdnkuj"Dtcpf"Rqukvkqpkpi"

Ejcrvgt"32."r"52:0"

60;"" Dtcpf"Fkhhgtgpvkcvkqp"Uvtcvgi{"

Ejcrvgt"34."rr"572/5760"

Eqpvgpv"Uwooct{"

Vjku"vqrke"jkijnkijvu"vjg"ockp"hgcvwtgu"kp"vjg"cpcn{uku"qh"dtcpfu"vq"dg"qhhgtgf." urgekhkecnn{" vjg" curgevu" qh" dtcpf" gswkv{" fgxgnqrogpv" cpf" ocpcigogpv."

dtcpf"uvtcvgi{."dtcpf"rqukvkqpkpi"cpf"dtcpf"fkhhgtgpvkcvkqp"uvtcvgi{0"

603"" Dtcpf"Gswkv{"

C"dtcpf"ku"c"pcog."vgto."ukip."u{odqn."fgukip."qt"uqog"eqodkpcvkqp"qh"vjgug" gngogpvu."kpvgpfgf"vq"kfgpvkh{"vjg"iqqfu"cpf"ugtxkegu"qh"qpg"ugnngt"qt"itqwr" qh" ugnngtu" cpf"vq" fkhhgtgpvkcvg"vjgo"htqo"vjqug" qh" eqorgvkvqtu0"Vjg" fkhhgtgpv" eqorqpgpvu"qh"c"dtcpf"⁄dtcpf"pcogu."nqiqu."u{odqnu."rcemcig"fgukipu"cpf"

uq"qp"⁄"ctg"dtcpf"gngogpvu0"

Dtcpfu" ctg" xcnwcdng" kpvcpikdng" cuugvu" vjcv" qhhgt" c" pwodgt" qh" dgpghkvu" vq"

ewuvqogtu"cpf"hktou"cpf"pggf"vq"dg"ocpcigf"ectghwnn{0"Vjg"mg{"vq"dtcpfkpi"

ku"vjcv"eqpuwogtu"rgtegkxg"fkhhgtgpegu"coqpi"dtcpfu"kp"c"rtqfwev"ecvgiqt{0"

Dtcpf" gswkv{" ujqwnf" dg" fghkpgf" kp" vgtou" qh" octmgvkpi" ghhgevu" wpkswgn{"

cvvtkdwvcdng"vq"c"dtcpf0"Vjcv"ku."fkhhgtgpv"qwveqogu"tguwnv"kp"vjg"octmgvkpi"qh"

c" rtqfwev" qt" ugtxkeg" dgecwug" qh" kvu" dtcpf." eqorctgf" vq" vjg" tguwnvu" kh" vjcv"

ucog"rtqfwev"qt"ugtxkeg"ycu"pqv"kfgpvkhkgf"d{"vjcv"dtcpf0"

STUDY GUIDE

BMMK5103 Marketing Management

Vjgtg"ctg"vjtgg"mg{"kpitgfkgpvu"qh"ewuvqogt/dcugf"dtcpf"gswkv{<" *c+" Dtcpf"gswkv{"ctkugu"htqo"fkhhgtgpeg"kp"eqpuwogt"tgurqpug0"

*d+" Fkhhgtgpegu" kp" tgurqpug" ctg" c" tguwnv" qh" eqpuwogt‚u" dtcpf" mpqyngfig0" Dtcpf" mpqyngfig" eqpukuvu" qh" cnn" vjqwijvu." hggnkpiu." kocigu."

gzrgtkgpegu."dgnkghu"cpf"uq"qp"vjcv"dgeqog"cuuqekcvgf"ykvj"vjg"dtcpf0"

*e+" Dtcpf" gswkv{" ku" tghngevgf" kp" rgtegrvkqpu." rtghgtgpegu" cpf" dgjcxkqwt"

tgncvgf"vq"cnn"curgevu"qh"vjg"octmgvkpi"qh"c"dtcpf0"

Vjg"tqngu"qh"dtcpfu"kpenwfg<"

*c+" Eqpuwogtu" ngctp" cdqwv" dtcpfu" vjtqwij" gzrgtkgpegu" ykvj" vjg" rtqfwev"

cpf"kvu"octmgvkpi"rtqitcoog0"

*d+" Dtcpfu"rgthqto"xcnwcdng"hwpevkqpu"hqt"vjg"hkto0""

*e+" C" etgfkdng" dtcpf" ukipcnu" c" egtvckp" ngxgn" qh" swcnkv{" uq" vjcv" ucvkuhkgf"

dw{gtu"ecp"gcukn{"ejqqug"vjg"rtqfwev"cickp0"

*f+" Dtcpf"nq{cnv{"rtqxkfgu"rtgfkevcdknkv{"cpf"ugewtkv{"qh"fgocpf"hqt"vjg"hkto"

cpf"etgcvgu"dcttkgtu"vq"gpvt{"hqt"qvjgt"hktou0"

*g+" Dtcpfkpi"ecp"dg"c"rqygthwn"ogcpu"vq"ugewtg"c"eqorgvkvkxg"cfxcpvcig0"

*h+" Vq" hktou." dtcpfu" tgrtgugpv" gpqtoqwun{" xcnwcdng" rkgegu" qh" ngicn" rtqrgtv{"vjcv" ecp" kphnwgpeg" eqpuwogt" dgjcxkqwt." dg" dqwijv" cpf" uqnf."

cpf"rtqxkfg"vjgkt"qypgt"vjg"ugewtkv{"qh"uwuvckpgf"hwvwtg"tgxgpwgu0"

604"" Dwknfkpi"Dtcpf"Gswkv{"

Dwknfkpi"dtcpf"gswkv{"fgrgpfu"qp"vjtgg"ockp"hcevqtu<""

*c+" Vjg" kpkvkcn" ejqkegu"hqt"vjg" dtcpf" gngogpvu" qt" kfgpvkvkgu"ocmkpi" wr"vjg" dtcpf=

*d+" Vjg" yc{" vjg" dtcpf" ku" kpvgitcvgf" kpvq" vjg" uwrrqtvkpi" octmgvkpi" rtqitcoog="cpf"

*e+" Vjg" cuuqekcvkqpu" kpfktgevn{" vtcpuhgttgf" vq" vjg" dtcpf" d{" nkpmu" vq" uqog" qvjgt"gpvkv{" *vjg"eqorcp{."eqwpvt{"qh"qtkikp."ejcppgn"qh"fkuvtkdwvkqp."qt"

cpqvjgt"dtcpf+0"

Vjgtg"ctg"ugxgtcn"korqtvcpv"cevkxkvkgu"vjcv"pggf"vq"dg"ecttkgf"qwv"kp"dwknfkpi"

dtcpf"gswkv{0"Vjg{"ctg<"

*c+" Ejqqukpi"dtcpf"gngogpvu=" *d+" Fgxgnqrkpi"dtcpf"gngogpvu="

STUDY GUIDE

BMMK5103 Marketing Management

*e+" Fgukipkpi"dtcpfkpi"rtqitcoogu="cpf" *f+" Nkpmkpi"c"dtcpf"vq"c"ugeqpfct{"dtcpf0"

605"" Ogcuwtkpi"Dtcpf"Gswkv{"

Ugxgtcn" korqtvcpv" cevkxkvkgu" pggf"vq" dg" ecttkgf" qwv" kp" dwknfkpi" dtcpf" gswkv{." yjkej"ctg<"

" Fktgev"crrtqcej=" " Kpfktgev"crrtqcej=" " Dtcpf"cwfkv="cpf" " Dtcpf"vtcemkpi0"

Kp" vjg" fktgev" crrtqcej." octmgvgtu" cuuguu" vjg" cevwcn" korcev" qh" dtcpf"

mpqyngfig"qp"eqpuwogt"tgurqpug"vq"fkhhgtgpv"curgevu"qh"vjg"octmgvkpi0"

Kp"vjg"kpfktgev"crrtqcej."octmgvgtu"cuuguu"rqvgpvkcn"uqwtegu"qh"dtcpf"gswkv{"

d{"kfgpvkh{kpi"cpf"vtcemkpi"eqpuwogt"dtcpf"mpqyngfig"uvtwevwtgu0"

Kp" dtcpf" cwfkv." octmgvgtu" wug" eqpuwogt/hqewugf" ugtkgu" qh" rtqegfwtgu" vq" cuuguu" vjg" jgcnvj" qh" vjg" dtcpf." wpeqxgt" kvu" uqwtegu" qh" dtcpf" gswkv{." cpf"

uwiiguv"yc{u"vq"kortqxg"cpf"ngxgtcig"kvu"gswkv{0"

Kp" dtcpf"vtcemkpi."octmgvgtu" eqnngev" swcpvkvcvkxg" fcvc"htqo" eqpuwogtu" qp" c" tqwvkpg" dcuku" qxgt" vkog" vq" rtqxkfg" octmgvgtu" ykvj" eqpukuvgpv" dcugnkpg" kphqtocvkqp" cdqwv" jqy" vjg" dtcpfu" cpf" octmgvkpi" rtqitcoogu" ctg"

rgthqtokpi0

606"" Ocpcikpi"Dtcpf"Gswkv{"

Ugxgtcn"korqtvcpv"cevkxkvkgu"pggf"vq"dg"ecttkgf"qwv"kp"ocpcikpi"dtcpf"gswkv{." yjkej"ctg<" " Dtcpf"tgkphqtegogpv="cpf" " Dtcpf"tgxkvcnkucvkqp0"

Dtcpf" tgkphqtegogpv" ku" vjg" cevkxkv{" cuuqekcvgf" ykvj" igvvkpi" eqpuwogtu" yjq" jcxg" vtkgf" c" rctvkewnct" dtcpf" vq" dgeqog" tgrgcv" rwtejcugtu" cpf" ykvj"

cvvtcevkpi"pgy"wugtu0"

Dtcpf"tgxkvcnkucvkqp"ku"vjg"cevkxkv{"cuuqekcvgf"ykvj"vjg"rtqeguu"qh"ocmkpi"vjg" qnf"dtcpf"nqqm"pgy." tghtgujkpi"qnf" uqwtegu"qh"dtcpf"gswkv{"qt" etgcvkpi"pgy"

STUDY GUIDE

BMMK5103 Marketing Management

uqwtegu"qh"dtcpf"gswkv{"fwg"vq"ejcpigu"kp"eqpuwogt"vcuvgu"cpf"rtghgtgpegu." vjg" gogtigpeg" qh" pgy" eqorgvkvqtu" qt" pgy" vgejpqnqi{." qt" cp{" pgy"

fgxgnqrogpv"kp"vjg"octmgvkpi"gpxktqpogpv0"

607"" Fgxkukpi"Dtcpf"Uvtcvgi{"

Ugxgtcn"korqtvcpv"cevkxkvkgu"pggf"vq"dg"ecttkgf"qwv"kp"fgxkukpi"dtcpf"uvtcvgi{." yjkej"ctg<" " Dtcpfkpi"pcog"fgekukqpu=" " Dtcpf"gzvgpukqpu="cpf" " Dtcpfkpi"rqtvhqnkqu0"

Dtcpfkpi" pcog" fgekukqp" ku" vjg" rtqeguu" qh" kpetgcukpi" vjg" dtcpf" gswkv{" d{" fgxgnqrkpi" cpf" rncekpi" c" dtcpf" pcog" hqt" c" rtqfwev0" Vjg" dtcpf" pcog" ecp" eqog"htqo<""

" Kpfkxkfwcn"pcogu=" " Dncpmgv"hcokn{"pcogu=" " Ugrctcvg"hcokn{"pcogu"hqt"cnn"rtqfwevu="cpf" " Eqodq"*eqodkpcvkqp"qh"eqtrqtcvg"pcogu"cpf"kpfkxkfwcn"pcogu+0"

Dtcpf"gzvgpukqp"ku"vjg"rtqeguu"qh"wukpi"cpf"eqodkpkpi"vjg"gzkuvkpi"uvtqpiguv" dtcpf" pcogu" qp" c" pgy" fkhhgtgpv" rtqfwev" ecvgiqt{0" Octmgvgtu" yknn" wug" vjg" gzkuvkpi" uvtqpiguv" dtcpf" pcog" qp" vjg" pgy" ecvgiqt{" qh" rtqfwev." cu" cp" gzcorng." vjg" Rtqvgz" dtcpf" *gzkuvkpi" uvtqpiguv" dtcpf" pcog+" ykvj" c" pgy" ecvgiqt{" qh" rtqfwev" *Jckt" Ujcorqq+0" Vjg" pcog" hqt" vjku" pgy" ujcorqq" ku"

Rtqvgz"Jckt"Ujcorqq0"

C"dtcpf"rqtvhqnkq"ku"c"itqwr"qh"cnn"vjg"fkhhgtgpv"dtcpfu"wpfgt"c"nctigt"wodtgnnc" dtcpf" qypgf" d{" c" rctvkewnct" dwukpguu" qt" qticpkucvkqp" *g0i0" Pguvng+0" Vjku" yqwnf"gpeqorcuu"cnn"dtcpfu"qhhgtgf"kp"vjg"octmgvrnceg."kpenwfkpi"eq/dtcpfu" cpf" uwd/dtcpfu0" Kv" ku" cnuq" cdqwv" vjg" eqnngevkqp" qh" ownvkrng" dtcpfu" kp" c" eqorcp{" yjkej" eqogu" htqo" xctkqwu" rtqfwev" nkpgu0" Yg" owuv" ocpcig" vjg" rqtvhqnkq"vq"kpetgcug"vjg"tgncvkqpujkru"dgvyggp"cnn"uwd/dtcpfu"cpf"eq/dtcpfu" kp"c"uvtcvgike"yc{"vq"ckf"kp"vjg"fgxgnqrogpv."ockpvgpcpeg"cpf"gpjcpegogpv"

qh"dtcpf"dwknfkpi0"

STUDY GUIDE

BMMK5103 Marketing Management

608"" Ewuvqogt"Gswkv{"

Vjg" ewuvqogt" gswkv{" rgturgevkxg"hqewugu" qp" dqvvqo/nkpg"hkpcpekcn" xcnwg0"Kvu"

engct"dgpghkv"ku"kvu"swcpvkhkcdng"ogcuwtgu"qh"hkpcpekcn"rgthqtocpeg0"

Dtcpf" gswkv{" cpf" ewuvqogt" gswkv{" dqvj" gorjcukug" vjg" korqtvcpeg" qh"

ewuvqogt"nq{cnv{0"

Dtcpf"gswkv{"gorjcukugu"uvtcvgike"kuuwgu"kp"ocpcikpi"dtcpfu"cpf"etgcvkpi" cpf" ngxgtcikpi" dtcpf" cyctgpguu" cpf" kocig" ykvj" ewuvqogtu0" Kv" rtqxkfgu"

owej"rtcevkecn"iwkfcpeg"hqt"urgekhke"octmgvkpi"cevkxkvkgu0"

Dtcpf" gswkv{" cpf" ewuvqogt" gswkv{" dqvj" ocvvgt" ⁄" pq" dtcpfu" ykvjqwv"

ewuvqogtu"cpf"pq"ewuvqogtu"ykvjqwv"dtcpfu0"

609"" Fgxgnqrkpi"Dtcpf"Rqukvkqpkpi"

Dtcpf"rqukvkqpkpi"ku"vjg"cev"qh"fgukipkpi"vjg"eqorcp{‚u"dtcpf"cpf"kocig"vq"

qeewr{"c"fkuvkpevkxg"rnceg"kp"vjg"okpf"qh"vjg"vctigv"octmgv0"Kv"ku"cnuq"mpqyp"

cu"vjg" rtqeguu" qh" ›uetgykpifi" cpf" ›rgtocpgpvn{" rncekpifi"vjg" kocig" cpf"vjg"

dtcpfu"qhhgtgf"*pcog."hgcvwtgu"cpf"eqnqwtu+"kp"vjg"ewuvqogtu‚"okpf0"Kv"ku"cnuq"

mpqyp" cu" vjg" rtqeguu" qh" cttcpikpi" vjg" dtcpf" vq" qeewr{" c" engct." fkuvkpiwkujcdng" cpf" fguktcdng" tgncvkxg"vq" eqorgvkvqtu‚" dtcpfu" kp"vjg"okpf" qh"

vjg"vctigv"octmgv"cpf"eqpuwogtu0""

Fgxgnqrkpi"c"rqukvkqpkpi"tgswktgu"vjg"fgvgtokpcvkqp"qh"c"htcog"qh"tghgtgpeg"⁄" d{"kfgpvkh{kpi"vjg"vctigv"octmgv"cpf"vjg"tguwnvkpi"pcvwtg"qh"vjg"eqorgvkvkqp"⁄"

cpf"vjg"qrvkocn"rqkpvu/qh/rctkv{"cpf"rqkpvu/qh/fkhhgtgpeg"dtcpf"cuuqekcvkqpu0"

Vjgtg"ctg"ugxgtcn"kuuwgu"pggf"vq"dg"jkijnkijvgf"d{"octmgvgtu"kp"fgxgnqrkpi"

vjg"dtcpf"rqukvkqpkpi0"Vjgug"kuuwgu"ctg<"

*c+" Eqorgvkvkxg"htcog"qh"tghgtgpeg="" *d+" Rqkpvu/qh/fkhhgtgpeg="cpf"" *e+" Rqkpvu/qh/rctkv{0""

Kp" vjg" Eqorgvkvkxg" Htcog" qh" Tghgtgpeg." octmgvgtu" pggf" vq" fghkpg" c" eqorgvkvkxg" htcog" qh" tghgtgpeg" hqt" c" dtcpf" rqukvkqp" vq" ugg" vjg" fgitgg" qh"

fkhhgtgpvkcvkqp"pggfgf0"Vjg{"owuv"fgvgtokpg"vjg"ecvgiqt{"ogodgtujkr"*yjcv"

rtqdngo"yg"ctg"eqorgvkpi"ykvj"cpf"yjcv"vjg"enqug"uwduvkvwvgu"qh"qwt"dtcpf"

ctg+0

STUDY GUIDE

BMMK5103 Marketing Management

Kp" rqkpvu/qh/fkhhgtgpeg." octmgvgtu" pggf" vq" kfgpvkh{" vjg" cvvtkdwvgu" qt" dgpghkvu" eqpuwogtu" uvtqpin{" cuuqekcvg"ykvj" c" dtcpf." rqukvkxgn{" gxcnwcvg" cpf" dgnkgxg"

vjcv"vjg{"eqwnf"pqv"hkpf"vjg"ucog"gzvgpv"ykvj"c"eqorgvkvkxg"dtcpf0"

Kp"rqkpvu/qh/rctkv{."octmgvgtu"pggf"vq"kfgpvkh{"hcevqtu"vjcv"ctg"pqv"pgeguuctkn{"

wpkswg"vq"vjg"dtcpf"dwv"oc{"kp"hcev"dg"ujctgf"ykvj"qvjgt"dtcpfu0""

60:"" Guvcdnkuj"Dtcpf"Rqukvkqpkpi"

Qpeg"vjg{"jcxg"fgvgtokpgf"vjg"dtcpf"rqukvkqpkpi"uvtcvgi{."octmgvgtu"ujqwnf" eqoowpkecvg"kv"vq"gxgt{qpg"kp"vjg"qticpkucvkqp"uq"vjcv"kv"iwkfgu"vjgkt"yqtfu"

cpf"cevkqpu0""

Qpg"jgnrhwn"uejgocvke"vq"fq"uq"ku"c"dtcpf/rqukvkqpkpi"dwnnug{g0"Eqpuvtwevkpi"

c" dwnnug{g" hqt" vjg" dtcpf" gpuwtgu" vjcv" pq" uvgru" ctg" umkrrgf" kp" kvu"

fgxgnqrogpv0"›Octmgvkpi"Ogoq<"Eqpuvtwevkpi"c"Dtcpf"Rqukvkqpkpi"Dwnnug{gfi"

qwvnkpgu"qpg"yc{"octmgvgtu"ecp"hqtocnn{"gzrtguu"dtcpf"rqukvkqpkpi0"

Vq" eqoowpkecvg" c" eqorcp{" qt" dtcpf" rqukvkqpkpi." octmgvkpi" rncpu" qhvgp" kpenwfg" c" rqukvkqpkpi" uvcvgogpv0"" Vjg" uvcvgogpv" ujqwnf"hqnnqy"vjg"hqto<" Vq" *vctigv"itqwr"cpf"pggf+."qwt"*Dtcpf+."ku"*vjg"eqpegrv+"vjcv"*yjcv"vjg"RQF"ku"

qt"fqgu+0"

60;"" Dtcpf"Fkhhgtgpvkcvkqp"Uvtcvgi{"

Vq"dwknf"c"uvtqpi"dtcpf"cpf"cxqkf"vjg"eqooqfkv{"vtcr."octmgvgtu"owuv"uvctv" ykvj" vjg" dgnkgh" vjcv" {qw" ecp" fkhhgtgpvkcvg" cp{vjkpi0" Vjg" qdxkqwu" ogcpu" qh" fkhhgtgpvkcvkqp" cpf" qhvgp" oquv" eqorgnnkpi" qpgu" vq" eqpuwogtu." tgncvg" vq"

curgevu"qh"vjg"rtqfwev"qt"ugtxkeg0"

Vjg"qdxkqwu"ogcpu"qh"fkhhgtgpvkcvkqp."cpf"qhvgp"vjg"qpgu"oquv"eqorgnnkpi"vq" eqpuwogtu." tgncvg" vq" curgevu" qh" vjg" rtqfwev" cpf" ugtxkeg" *tgxkgygf" kp"

Ejcrvgtu"34"cpf"35+0"

*c+ Gornq{gg" fkhhgtgpvkcvkqp" ⁄" Eqorcpkgu" ecp" jcxg" dgvvgt/vtckpgf"

gornq{ggu"yjq"rtqxkfg"uwrgtkqt"ewuvqogt"ugtxkeg0""

*d+

Ejcppgn" fkhhgtgpvkcvkqp" ⁄" Eqorcpkgu" ecp" oqtg" ghhgevkxgn{" cpf" ghhkekgpvn{" fgukip" vjgkt" fkuvtkdwvkqp" ejcppgnu‚" eqxgtcig." gzrgtvkug" cpf" rgthqtocpeg" vq" ocmg" dw{kpi" vjg" rtqfwev" gcukgt" cpf" oqtg" gplq{cdng"

cpf"tgyctfkpi0

*e+ Kocig" fkhhgtgpvkcvkqp" ⁄" Eqorcpkgu" ecp" etchv" rqygthwn." eqorgnnkpi"

kocigu"vjcv"crrgcn"vq"eqpuwogtu‚"uqekcn"cpf"ru{ejqnqikecn"pggfu0""

STUDY GUIDE

BMMK5103 Marketing Management

*f+ Ugtxkeg"fkhhgtgpvkcvkqp"⁄" C"ugtxkeg"eqorcp{"ecp"fkhhgtgpvkcvg"kvugnh"d{" fgukipkpi" c" dgvvgt" cpf" hcuvgt" fgnkxgt{" u{uvgo" vjcv" rtqxkfgu" oqtg"

ghhgevkxg"cpf"ghhkekgpv"uqnwvkqpu"vq"eqpuwogtu0"

Dtcpfu"ecp"dg"fkhhgtgpvkcvgf"qp"vjg"dcuku"qh"c"pwodgt"qh"fkhhgtgpv"rtqfwev"qt" ugtxkeg" fkogpukqpu<" rtqfwev" hqto." hgcvwtgu." rgthqtocpeg." eqphqtocpeg." fwtcdknkv{." tgnkcdknkv{." tgrcktcdknkv{." uv{ng" cpf" fgukip." cu" ygnn" cu" ugtxkeg" fkogpukqpu" uwej" cu" qtfgtkpi" gcug." fgnkxgt{." kpuvcnncvkqp." ewuvqogt" vtckpkpi."

ewuvqogt"eqpuwnvkpi."cpf"ockpvgpcpeg"cpf"tgrckt0"

Uvwf{"Swguvkqpu"

30" Fguetkdg"dtcpf"rqukvkqpkpi0" 40" Kfgpvkh{"cpf"gzrnckp"jqy"eqorcpkgu"ecp"fgxgnqr"dtcpf"rqukvkqpkpi0"

50" Fkuewuu" vjg" uvtcvgikgu" cxckncdng" hqt" octmgvgtu" kp" guvcdnkujkpi" dtcpf"

rqukvkqpkpi0"

60" Nkuv"cpf"gzrnckp"vjg"rqukvkqpkpi"rtqeguu0" 70" Uvcvg"jqy"eqorcpkgu"ecp"gxcnwcvg"vjgkt"rqukvkqpkpi"ghhgevkxgpguu0" 80" Fghkpg"dtcpf"fkhhgtgpvkcvkqp0" 90" Fkuewuu"vjg"cxckncdng"dtcpf"fkhhgtgpvkcvkqp"uvtcvgikgu0"

Ecug"Uvwf{"Swguvkqpu"

Cpuygt"CNN"Swguvkqpu"kp"vjg"hqnnqykpi"ecug"uvwfkgu<" *c+" Rtqevgt"("Icodng"Ecug"Uvwf{"*rngcug"tghgt"vq"rcigu"4;3"cpf"4;4+0" *d+" Oe"Fqpcnf"Ecug"Uvwf{"*rngcug"tghgt"vq"rcigu"4;5"cpf"4;6+0" *e+" Nqwku"Xwkvvqp"Ecug"Uvwf{"*rngcug"tghgt"vq"rcigu"539"cpf"53:+0" *f+" Rjknkru"Ecug"Uvwf{"*rngcug"tghgt"vq"rcigu"53:"cpf"53;+0" *g+" Ecvgtrknnct"Ecug"Uvwf{"*rngcug"tghgt"vq"rcigu"594"cpf"595+0" *h+" Vq{qvc"Ecug"Uvwf{"*rngcug"tghgt"vq"rcigu"596"cpf"597+0"

STUDY GUIDE

BMMK5103 Marketing Management

Vqrke"7<"Fgxgnqrkpi"cpf"Ocpcikpi"Rtqfwevu"

Ngctpkpi"Qwveqogu"

D{"vjg"gpf"qh"vjku"vqrke."{qw"ujqwnf"dg"cdng"vq<" 30" Fghkpg"yjcv"c"rtqfwev"ku="" 40" Gzrnckp"vjg"pgy"rtqfwev"fgxgnqrogpv"rtqeguu="

50"

Gzrnckp" vjg" rtqeguu" qh" eqpuwogt" cfqrvkqp" qh" c" pgy" rtqfwev" cpf" vjg" hcevqtu"kphnwgpekpi"vjg"rtqfwev"cfqrvkqp="cpf"

60"

Fkuewuu" jqy" octmgvgtu" eqwnf" ocpcig" vjg" rtqfwev" qhhgtkpi" d{" eqpukfgtkpi" vjg" kuuwgu" qh" rtqfwev" okz" fgekukqp." rtqfwev" nkpg" fgekukqp"

cpf"dtcpf"fgekukqp0"

Vqrke"Qxgtxkgy""

Yg"jcf"ngctpv"jqy"vq"kpetgcug"uvtgpivju"kp"vjg"dtcpfu"cpf"jqy"vq"eqorgvg"" ghhgevkxgn{0" Yg" cnuq" wpfgtuvcpf" yjcv" ku" jcrrgpkpi" kp" vjg" octmgv0" Yg"

kfgpvkhkgf"vjg"ugiogpvu"cpf"octmgvu"vjcv"yg"ycpv"vq"vctigv0"Pqy."kv"ku"vkog"vq"

hqewu"qp"vjg" eqorcp{)u"qhhgtkpiu0"Vjku"vqrke"yknn"rtgrctg" {qw"ykvj"vjg"umknnu" pggfgf" vq" dwknf" gzegnngpv" uvtcvgikgu" hqt" vjg" rtqfwevu" vq" dg" uqnf0" Vjku" vqrke" gzcokpgu" uvtcvgikgu" kp" ugvvkpi" rtqfwevu" d{" gorjcukukpi" pgy" rtqfwev" ejctcevgtkuvkeu"cpf"encuukhkecvkqpu."pgy"rtqfwev"fgxgnqrogpv"cpf"kvu"rtqeguu." vjg" eqpuwogt" cfqrvkqp" rtqeguu" cu" ygnn" cu" vjg" hcevqtu" vjcv" kphnwgpeg" vjg" cfqrvkqp0" Vjg" hkpcn" uvtcvgikgu" fkuewuugf" ctg" vjg" rtqfwev" qhhgtkpi" ocpcigogpv" uvtcvgikgu." rtqfwev" okz" fgekukqpu." rtqfwev" nkpg" fgekukqpu" cpf"

dtcpf"fgekukqpu0"

STUDY GUIDE

BMMK5103 Marketing Management

Hqewu"Ctgcu"

Cuukipgf"Tgcfkpiu"

 

Mqvngt."R0."("Mgnngt."M0"N0"*4228+0"

Octmgvkpi"ocpcigogpv"*34vj"gf0+0"Pgy"

Lgtug{<"Rtgpvkeg"Jcnn0"

703"" Kpvtqfwevkqp"vq"Pgy"Rtqfwevu"

Ejcrvgt"42."rr"7:;/7;60"

704""" Pgy"Rtqfwev"Fgxgnqrogpv" " Rtqeguu"

Ejcrvgt"42."rr"7;7/8320"

705""" Rtqeguu"qh"Eqpuwogt" " Cfqrvkqp"Vqyctfu"Pgy" " Rtqfwevu"

Ejcrvgt"42."r"8330"

706""" Hcevqtu"Kphnwgpekpi"vjg"Pgy" " Rtqfwevu"Cfqrvkqp"

Ejcrvgt"42."r"8330"

707"" Ocpcikpi"Rtqfwev"Qhhgtkpiu"

Ejcrvgt"34."rr"579/5770"

708"" Rtqfwev"Okz"Fgekukqpu"

Ejcrvgt"34."rr"586/5930"

709"" Rtqfwev"Nkpg"Fgekukqpu"

Ejcrvgt"34."rr"57;/5830"

70:"" Rtqfwev"Nkhg"E{eng"Uvtcvgikgu"

Ejcrvgt"33."rr"554/5580"

Eqpvgpv"Uwooct{"

Vjku"vqrke"jkijnkijvu"vjg"ockp"hgcvwtgu"kp"rtqfwevu"cpf"pgy"rtqfwev"qhhgtkpiu0"

Kv" hqewugu" qp" vjg" kuuwgu" qh" pgy" rtqfwev" fgxgnqrogpv." eqpuwogt" cfqrvkqp."

rtqfwev"ocpcigogpv."rtqfwev"fgekukqpu"cpf"rtqfwev"nkhg"e{eng"uvtcvgikgu0"

703"" Kpvtqfwevkqp"vq"Pgy"Rtqfwevu"

Qpeg" c" eqorcp{" jcu" ugiogpvgf" vjg" octmgv." ejqugp" kvu" vctigv" ewuvqogt" itqwru" cpf" kfgpvkhkgf" vjgkt" pggfu." cpf" fgvgtokpgf" kvu" fguktgf" octmgv" rqukvkqpkpi."kv"ku"tgcf{"vq"fgxgnqr"cpf"ncwpej"crrtqrtkcvg"pgy"rtqfwevu"cpf"

ugtxkegu0"Octmgvkpi"ujqwnf"rctvkekrcvg"ykvj"qvjgt"fgrctvogpvu"kp"gxgt{"uvcig"

qh" pgy" rtqfwev" fgxgnqrogpv0" C" eqorcp{" ecp" cff" pgy" rtqfwevu" vjtqwij"

ceswkukvkqp"qt"fgxgnqrogpv0""

Vjg ceswkukvkqp"tqwvg"ecp"vcmg"vjtgg"hqtou<" *c+" Vjg"eqorcp{"ecp"dw{"qvjgt"eqorcpkgu0" *d+" Kv"ecp"ceswktg"rcvgpvu"htqo"qvjgt"eqorcpkgu0"

*e+" Kv" ecp" dw{" c" nkegpeg" qt" htcpejkug" htqo" cpqvjgt" eqorcp{" vq" eqog" wr"

ykvj"c"eqortgjgpukxg"ugv"qh"iqcnu"ukpeg"tguqwtegu"ctg"wuwcnn{"nkokvgf0"

STUDY GUIDE

BMMK5103 Marketing Management

Vjg fgxgnqrogpv"tqwvg"ecp"vcmg"vyq"hqtou<"

*c+" Kv" ecp" fgxgnqr" pgy" rtqfwevu" kp" kvu" qyp" ncdqtcvqtkgu" ecnngf" qticpke"

itqyvj0

*d+" Kv" ecp" eqpvtcev" ykvj" kpfgrgpfgpv" tgugctejgtu" qt" pgy/rtqfwev"

fgxgnqrogpv"hktou"vq"fgxgnqr"pgy"rtqfwevu0"

Pgy" rtqfwevu" tcpig"htqo" pgy/vq/vjg/yqtnf" rtqfwevu"vjcv" etgcvg" cp" gpvktgn{" pgy"octmgv"vq"okpqt"kortqxgogpvu"qt" tgxkukqpu"qh"gzkuvkpi"rtqfwevu0""Oquv"

pgy/rtqfwev"cevkxkv{"ku"fgxqvgf"vq"kortqxkpi"gzkuvkpi"rtqfwevu0""

Pgy"rtqfwevu"ecp"hckn"hqt"ocp{"tgcuqpu"uwej"cu<" *c+" Ujqtvcig"qh"korqtvcpv"kfgcu"kp"egtvckp"ctgcu=" *d+" Htciogpvgf"octmgvu=" *e+" Uqekcn"cpf"iqxgtpogpvcn"eqpuvtckpvu=" *f+" Equv"qh"fgxgnqrogpv=" *g+" Ecrkvcn"ujqtvcigu=" *h+" Ujqtvgt"tgswktgf"fgxgnqrogpv"vkog=" *i+" Rqqt"ncwpej"vkokpi=" *j+" Ujqtvgt"rtqfwev"nkhg"e{engu="qt" *k+" Qticpkucvkqpcn"uwrrqtv0"

704"" Pgy"Rtqfwev"Fgxgnqrogpv"Rtqeguu""

Vjgtg" ctg" gkijv" uvcigu" kp" vjg" pgy" rtqfwev" fgxgnqrogpv" rtqeguu<" kfgc" igpgtcvkqp."uetggpkpi."eqpegrv"fgxgnqrogpv"cpf"vguvkpi."octmgvkpi"uvtcvgi{" fgxgnqrogpv." dwukpguu" cpcn{uku." rtqfwev" fgxgnqrogpv." octmgv" vguvkpi" cpf"

eqoogtekcnkucvkqp0"Cv"gcej"uvcig."vjg"eqorcp{"owuv"fgvgtokpg"yjgvjgt"vjg"

kfgc"ujqwnf"dg"ftqrrgf"qt"oqxgf"vq"vjg"pgzv"uvcig0"

Uvcigu"qh"pgy"rtqfwev"fgxgnqrogpv"kpenwfg<" *c+" Kfgc"igpgtcvkqp=" *d+" Kfgc"uetggpkpi="" *e+" Eqpegrv"fgxgnqrogpv"cpf"eqpegrv"vguvkpi="" *f+" Octmgvkpi"uvtcvgi{"fgxgnqrogpv=" *g+" Dwukpguu"cpcn{uku="

STUDY GUIDE

BMMK5103 Marketing Management

*h+" Rtqfwev"fgxgnqrogpv=" *i+" Octmgv"vguvkpi="cpf" *j+" Eqoogtekcnkucvkqp0"

705"" Rtqeguu"qh"Eqpuwogt"Cfqrvkqp"vqyctfu"Pgy"Rtqfwevu"

Vjg" eqpuwogt" cfqrvkqp" rtqeguu" ku" vjg" rtqeguu" d{" yjkej" ewuvqogtu" ngctp" cdqwv" pgy" rtqfwevu." vt{" vjgo." cpf" cfqrv" qt" tglgev" vjgo0" Vqfc{." ocp{" octmgvgtu" ctg" vctigvkpi" jgcx{" wugtu" cpf" gctn{" cfqrvgtu" qh" pgy" rtqfwevu" dgecwug" dqvj" itqwru" ecp" dg" tgcejgf" d{" urgekhke" ogfkc" cpf" vgpf" vq" dg"

qrkpkqp"ngcfgtu0""

Uvcigu"kp"vjg"cfqrvkqp"rtqeguu"kpenwfg<" *c+" Cyctgpguu=" *d+" Kpvgtguv=" *e+" Gxcnwcvkqp=" *f+" Vtkcn="cpf" *g+" Cfqrvkqp0"

706" Hcevqtu"Kphnwgpekpi"Pgy"Rtqfwev"Cfqrvkqp"

Vjg" eqpuwogt/cfqrvkqp" rtqeguu" ku" kphnwgpegf" d{" ocp{" hcevqtu" dg{qpf" vjg" octmgvgt‚u"eqpvtqn."kpenwfkpi"eqpuwogtu‚"cpf"qticpkucvkqpu‚"yknnkpipguu"vq"vt{" pgy" rtqfwevu." rgtuqpcn" kphnwgpegu." cpf" vjg" ejctcevgtkuvkeu" qh" vjg" pgy"

rtqfwev"qt"kppqxcvkqp0"

Hcevqtu"Kphnwgpekpi"vjg"Cfqrvkqp"Rtqeguu"

Octmgvgtu"tgeqipkug"vjg"hqnnqykpi"ejctcevgtkuvkeu"qh"vjg"cfqrvkqp"rtqeguu<"" *c+" Fkhhgtgpegu"kp"kpfkxkfwcn"tgcfkpguu"vq"vt{"pgy"rtqfwevu="

*d+" Ghhgev"qh"rgtuqpcn"kphnwgpegu=" *e+" Fkhhgtkpi"tcvgu"qh"cfqrvkqp="cpf" *f+" Fkhhgtgpegu"kp"qticpkucvkqpu‚"tgcfkpguu"vq"vt{"pgy"rtqfwevu0"

Uqog" rtqfwevu" ecvej" qp" koogfkcvgn{." yjgtgcu" qvjgtu" vcmg" c" nqpi" vkog" vq" ickp" ceegrvcpeg0" Hkxg" ejctcevgtkuvkeu" kphnwgpeg" vjg" tcvg" qh" cfqrvkqp" qh" cp" kppqxcvkqp."yjkej"ctg"cu"hqnnqyu<"

*c+ Tgncvkxg" cfxcpvcig" ⁄" Vjg" fgitgg" vq" yjkej" vjg" kppqxcvkqp" crrgctu"

uwrgtkqt"vq"gzkuvkpi"rtqfwevu0"

STUDY GUIDE

BMMK5103 Marketing Management

*d+

Eqorcvkdknkv{" ⁄" Vjg" fgitgg" vq" yjkej" vjg" kppqxcvkqp" ocvejgu" vjg"

xcnwgu"cpf"gzrgtkgpegu"qh"vjg"kpfkxkfwcnu0"

*e+

Eqorngzkv{" ⁄"Vjg"fgitgg"vq"yjkej"vjg"kppqxcvkqp"ku" tgncvkxgn{"fkhhkewnv"

vq"wpfgtuvcpf"qt"wug0"

*f+

Fkxkukdknkv{" ⁄" Vjg" fgitgg" vq" yjkej" vjg" kppqxcvkqp" ecp" dg" vtkgf" qp" c"

nkokvgf"dcuku0"

*g+

Eqoowpkecdknkv{"⁄"Vjg"fgitgg"vq"yjkej"vjg"dgpghkekcn" tguwnvu"qh"wug"

ctg"qdugtxcdng"qt"fguetkdcdng"vq"qvjgtu0"

*h+" Qvjgt"ejctcevgtkuvkeu"vjcv"kphnwgpeg"vjg"tcvg"qh"cfqrvkqp"ctg<" " Equvu=" " Tkum"cpf"wpegtvckpv{=" " Uekgpvkhke"etgfkdknkv{="cpf" " Uqekcn"crrtqxcn0"

707"" Ocpcikpi"Rtqfwev"Qhhgtkpiu"

Rtqfwev"ku"vjg"hktuv"cpf"oquv"korqtvcpv"gngogpv"qh"vjg"octmgvkpi"okz0"Rtqfwev"

uvtcvgi{" ecnnu" hqt" ocmkpi" eqqtfkpcvgf" fgekukqpu" qp" rtqfwev" okzgu." rtqfwev"

nkpgu."dtcpfu."cpf"rcemcikpi"cpf"ncdgnnkpi0"

Kp"rncppkpi"kvu"octmgv"qhhgtkpi."vjg"octmgvgt"pggfu"vq"vjkpm"vjtqwij"vjg"hkxg" ngxgnu"qh"vjg"rtqfwev<"" *c+" Eqtg"dgpghkv=" *d+" Dcuke"rtqfwev=" *e+" Gzrgevgf"rtqfwev=" *f+" Cwiogpvgf"rtqfwev="cpf" *g+" Rqvgpvkcn"rtqfwev0"

Rtqfwevu" ecp" dg" pqp/fwtcdng" iqqfu." fwtcdng" iqqfu" qt" ugtxkegu0" Kp" vjg" eqpuwogt" iqqfu" ecvgiqt{." rtqfwevu" ctg" eqpxgpkgpeg" iqqfu" *uvcrngu." korwnug" iqqfu." gogtigpe{" iqqfu+." ujqrrkpi" iqqfu" *jqoqigpgqwu" cpf"

jgvgtqigpgqwu+."urgekcnv{"iqqfu"qt"wpuqwijv"iqqfu0"

Vjg"kpfwuvtkcn"iqqfu" ecvgiqt{"jcu"vjtgg" uwdecvgiqtkgu<"ocvgtkcnu"cpf"rctvu" *tcy" ocvgtkcnu" cpf" ocpwhcevwtgf" ocvgtkcnu" cpf" rctvu+." ecrkvcn" kvgou" *kpuvcnncvkqpu" cpf" gswkrogpv+." qt" uwrrnkgu" cpf" dwukpguu" ugtxkegu" *qrgtcvkpi" uwrrnkgu." ockpvgpcpeg" cpf" tgrckt" kvgou." ockpvgpcpeg" cpf" tgrckt" ugtxkegu."

cpf"dwukpguu"cfxkuqt{"ugtxkegu+0"

STUDY GUIDE

BMMK5103 Marketing Management

708"" Rtqfwev"Okz"Fgekukqpu"

Oquv"eqorcpkgu"ugnn"oqtg"vjcp"qpg"rtqfwev0"C"rtqfwev"okz"ecp"dg"encuukhkgf"

ceeqtfkpi" vq" ykfvj." ngpivj." fgrvj" cpf" eqpukuvgpe{0" Vjgug" hqwt" fkogpukqpu" ctg"vjg"vqqnu"hqt"fgxgnqrkpi"vjg"eqorcp{‚u"octmgvkpi"uvtcvgi{"cpf"fgekfkpi"

yjkej"rtqfwev"nkpgu"vq"itqy."ockpvckp."jctxguv"cpf"fkxguv0"

Vq" cpcn{ug" c" rtqfwev" nkpg" cpf" fgekfg" jqy" ocp{" tguqwtegu" ujqwnf" dg" kpxguvgf"kp"vjcv"nkpg."rtqfwev"nkpg"ocpcigtu"pggf"vq"nqqm"cv"ucngu"cpf"rtqhkvu"

cpf"octmgv"rtqhkng0"

C" rtqfwev" okz" eqpukuvu" qh" xctkqwu" rtqfwev" nkpgu0" C" eqorcp{‚u" rtqfwev" okz" jcu" c" egtvckp" ykfvj." ngpivj." fgrvj" cpf" eqpukuvgpe{0" Vjku" ku" yjcv" yg" ecnn"

rtqfwev"okz"fkogpukqp0"Vjgtghqtg."vjg"fkogpukqpu"ctg<"

*c+" Ykfvj=" *d+" Ngpivj=" *e+" Fgrvj="cpf" *f+" Eqpukuvgpe{0"""

Vjg" ykfvj" qh" c" rtqfwev" okz" tghgtu" vq" jqy" ocp{" fkhhgtgpv" rtqfwev" nkpgu" vjg" eqorcp{" ecttkgu0"Vjg" ngpivj" qh" c" rtqfwev"okz" tghgtu"vq"vjg"vqvcn" pwodgt" qh"

kvgou"kp"vjg"okz0"Vjg"fgrvj"qh"c"rtqfwev"okz"tghgtu"vq"jqy"ocp{"xctkcpvu"ctg"

qhhgtgf"qh"gcej"rtqfwev"kp"vjg"nkpg0""

Vjg"eqpukuvgpe{"qh"vjg"rtqfwev"okz"tghgtu"vq"jqy"enqugn{"tgncvgf"vjg"xctkqwu" rtqfwev"nkpgu"ctg"kp"gpf"wug."rtqfwevkqp" tgswktgogpvu."fkuvtkdwvkqp"ejcppgnu"

qt"uqog"qvjgt"yc{0""

709"" Rtqfwev"Nkpg"Fgekukqpu"

Kp"qhhgtkpi"c"rtqfwev"nkpg."eqorcpkgu"pqtocnn{"fgxgnqr"c"dcuke"rncvhqto"cpf"

oqfwngu"vjcv"ecp"dg"cffgf"vq"oggv"fkhhgtgpv"ewuvqogt"tgswktgogpvu0"

Rtqfwev" nkpg" ocpcigtu" pggf" vq" mpqy" vjg" ucngu" cpf" rtqhkvu" qh" gcej" kvgo" kp" vjgkt" nkpg" kp" qtfgt" vq" fgvgtokpg" yjkej" kvgou" vq" dwknf." ockpvckp." jctxguv." qt"

fkxguv0

Kp"fgekfkpi"vjg"rtqfwev"nkpg."vjg"eqorcp{"pggfu"vq"ocmg"ugxgtcn"fgekukqpu0"

Vjgug"fgekukqpu"ctg<" *c+" Rtqfwev"Nkpg"Ngpivj" *d+" Nkpg"Uvtgvejkpi"

STUDY GUIDE

BMMK5103 Marketing Management

*e+" Nkpg"Hknnkpi" *f+" Nkpg"Oqfgtpkucvkqp."Hgcvwtkpi"cpf"Rtwpkpi"

Vjg"eqorcp{"ujqwnf"cnuq"nqqm"cv"vjg"ucngu"cpf"rtqhkvu"qh"vjg"rtqfwev"nkpgu0"

Jgtg."c"eqorcp{"ecp"encuukh{"kvu"rtqfwevu"kpvq"hqwt"v{rgu"vjcv"{kgnf"fkhhgtgpv"

itquu"octikpu."fgrgpfkpi"qp"ucngu"xqnwog"cpf"rtqoqvkqp0"

70:"" Rtqfwev"Nkhg"E{eng"Uvtcvgikgu"

Vjg"Rtqfwev"nkhg"E{eng"oqfgn"ejctvu"vjg"nkhg"qh"c"rtqfwev"htqo"vjg"dgikppkpi"

vq"vjg"gpf0""

Vjg" rtqfwev" ku" kpvtqfwegf" kpvq" vjg" octmgv" cv" vjg" kpvtqfwevkqp" uvcig." vjgp" itqyu" fwtkpi" vjg" itqyvj" uvcig." tgcejgu" ocvwtkv{" fwtkpi" vjg" ocvwtkv{" uvcig"

cpf"fkgu"cv"vjg"fgenkpg"uvcig0"

Kv"ku"korqtvcpv"hqt"c"octmgvgt"vq"mpqy"yjcv"jcrrgpu"vq"vjg"rtqfwev"cv"gcej" uvcig" cpf" vjgp" rnqv" uvtcvgikgu" vq" eqwpvgt" vjg" uvcig" vjg" rtqfwev" ku" iqkpi"

vjtqwij0

C" eqorcp{‚u" rqukvkqpkpi" cpf" fkhhgtgpvkcvkqp" uvtcvgi{" owuv" ejcpig" cu" vjg" rtqfwev."octmgv." cpf" eqorgvkvqtu" ejcpig" qxgt"vjg" rtqfwev" nkhg" e{eng" *RNE+0" Vjg"hqnnqykpi"ctg"c"hgy"cuuworvkqpu"tgncvgf"vq"rtqfwev"nkhg"e{eng<"

*c+" Rtqfwevu"jcxg"c"nkokvgf"nkhg0"

*d+" Rtqfwev" ucngu" rcuu" vjtqwij" fkuvkpev" uvcigu." gcej" rqukpi" fkhhgtgpv"

ejcnngpigu."qrrqtvwpkvkgu"cpf"rtqdngou"vq"vjg"ugnngt0"

*e+" Rtqhkvu"tkug"cpf"hcnn"cv"fkhhgtgpv"uvcigu"qh"vjg"rtqfwev"nkhg"e{eng0"

Rtqfwevu" tgswktg" fkhhgtgpv" octmgvkpi." hkpcpekcn." ocpwhcevwtkpi." rwtejcukpi"

cpf"jwocp"tguqwteg"uvtcvgikgu"kp"gcej"nkhg/e{eng"uvcig0""

Kp" vjg" kpvtqfwevkqp" uvcig." vjg" rtqfwev" ku" pgyn{" kpvtqfwegf" kp" vjg" octmgv0" Eqpuwogtu"ctg"kipqtcpv"cpf"pqv"cyctg"qh"vjg"kpvtqfwevkqp"qh"vjg"rtqfwev"cpf"

rtqhkvu"ctg"xgt{"nqy"qt"pgicvkxg"cv"vjg"oqogpv0"Vjku"ku"ecwugf"d{"vjg"jgcx{"

gzrgpugu" kpewttgf" fwtkpi" vjg" rtqfwev" kpvtqfwevkqp" uvcig" cpf" nqy" ucngu"

xqnwog0"

Cv"vjg"itqyvj"uvcig."ucngu"kpetgcugu"vtgogpfqwun{0"Eqpuwogtu"ctg"cyctg"qh"

vjg" gzkuvgpeg" qh" vjg" rtqfwev" kp" vjg" octmgv" cpf" vjg{" jcxg" rwtejcugf" vjg" rtqfwev" hqt" vjg" hktuv" vkog0" " Rtqhkv" kpetgcugu" cpf" ku" cv" c" rtqhkv/ocmkpi" ngxgn0" Eqorgvkvqtu" uvctv" gpvgtkpi" vjg" octmgv" cpf" qhhgtkpi" vjg" ucog" qt" ukoknct"

rtqfwevu0

STUDY GUIDE

BMMK5103 Marketing Management

Cv"vjg"ocvwtkv{"uvcig."rtqhkvu"cpf"ucngu"uvctv"vq"tgcej"vjg"oczkowo"ngxgn0"Vjg"

qvjgt" eqorcpkgu" uvctv" vq" qhhgt" ukoknct" qt" kfgpvkecn" rtqfwevu0" Vjgtghqtg."

eqpuwogtu"jcxg"qrvkqpu0"Cv"vjku"oqogpv."eqorgvkvkqp"ku"vqwij"cpf"vjgtg"ctg"

ocp{"eqorgvkvqtu"kp"vjg"octmgv0""

Cv"vjg"fgenkpg"uvcig."ucngu"cpf"rtqhkvu"fgenkpg"wpvkn"vjgtg"ctg"pq"oqtg"ucngu"

qt"rtqhkvu0"Vjku"jcrrgpu"dgecwug"vjgtg"ku"c"dgvvgt"rtqfwev"tgrncegogpv."pgy"

vgejpqnqi{" gzkuvu." qt"vjg" eqpuwogtu" ctg" dqtgf" qh"vjg" qnf" rtqfwev0"Vjg{" fq"

pqv"ycpv"vq"rwtejcug"vjgo"cp{oqtg0"

Uvwf{"Swguvkqpu"

30" Fghkpg"yjcv"c"rtqfwev"ku0" 40" Nkuv"cpf"gzrnckp"vjg"vjtgg"ngxgnu"qh"rtqfwevu"kp"vjg"octmgv0" 50" Fghkpg"gpf/wugt"rtqfwevu"cpf"kpfwuvtkcn"rtqfwevu0" 60" Fkuvkpiwkuj"dgvyggp"gpf/wugt"rtqfwevu"cpf"kpfwuvtkcn"rtqfwevu0" 70" Gzrnckp"vjg"uvcigu"kp"c"rtqfwev"nkhg"e{eng0" 80" Gzrnckp"vjg"uwkvcdng"octmgvkpi"uvtcvgikgu"*6Ru+"kp"gcej"cpf"gxgt{"uvcig"

kp"vjg"rtqfwev"nkhg"e{eng0"

90" Gzrnckp"vjg"pgy"rtqfwev"fgxgnqrogpv"rtqeguu0" :0" Gzrnckp"vjg"rtqeguu"qh"eqpuwogt"cfqrvkqp"vqyctfu"pgy"rtqfwevu0" ;0" Kfgpvkh{"vjg"hcevqtu"kphnwgpekpi"rtqfwev"cfqrvkqp0"

320" Fkuewuu" jqy" octmgvgtu" eqwnf" ocpcig" vjg" rtqfwev" qhhgtkpi" d{"

eqpukfgtkpi"vjg"kuuwgu"qh"rtqfwev"okz"fgekukqp0"

330" Gzrnckp" yjcv" ku" rtqfwev" nkpg" cpf" fkuewuu" vjg" xctkqwu" fgekukqpu"

rgtvckpkpi"vq"rtqfwev"nkpgu"vjcv"octmgvgtu"pggf"vq"ocmg0"

Ecug"Uvwf{"Swguvkqpu"

Cpuygt"CNN"Swguvkqpu"kp"vjg"hqnnqykpi"ecug"uvwfkgu<" " Ucouwpi"Ecug"Uvwf{"*rngcug"tghgt"vq"rcigu"565"cpf"566+0" " KDO"Ecug"Uvwf{"*rngcug"tghgt"vq"rcigu"567"cpf"568+0" " Ecvgtrknnct"Ecug"Uvwf{"*rngcug"tghgt"vq"rcigu"594"cpf"595+0" " Vq{qvc"Ecug"Uvwf{"*rngcug"tghgt"vq"rcigu"596"cpf"597+0" " Crrng""Ecug"Uvwf{"*rngcug"tghgt"vq"rcigu"835"cpf"836+0" " TKO"Ecug"Uvwf{"*rngcug"tghgt"vq"rcigu"836"cpf"837+0"

STUDY GUIDE

BMMK5103 Marketing Management

Vqrke"8<"Rtkekpi"Uvtcvgikgu"cpf"Rtqitcoogu"

Ngctpkpi"Qwveqogu"

D{"vjg"gpf"qh"vjku"vqrke."{qw"ujqwnf"dg"cdng"vq<" 30" Fghkpg"yjcv"ku"rtkeg="" 40" Gzrnckp"vjg"rtkeg"ugvvkpi"rtqeguu="

50" Kfgpvkh{" jqy" c" eqorcp{" cfcrvu" rtkegu"vq"oggv" xct{kpi" ektewouvcpegu" cpf"qrrqtvwpkvkgu="

60" Gzrnckp"yjgp"c"eqorcp{"ujqwnf"kpkvkcvg"c"rtkeg"ejcpig="cpf""

70" Fguetkdg" jqy" c" eqorcp{" ujqwnf" tgurqpf" vq" c" eqorgvkvqt)u" rtkeg"

ejcpig0"

Vqrke"Qxgtxkgy"

Ocp{" qticpkucvkqpu" hckn" vq" octmgv" vjgkt" rtqfwevu" pqv" dgecwug" vjg{" fq" pqv" wpfgtuvcpf"vjg"octmgv." eqorgvg" ytqpin{." fq" pqv" kpuvcnn" jkij" gswkv{" kp"vjgkt" dtcpfu."hckn"vq"rqukvkqp"vjgkt"qhhgtkpiu"qt"fq"pqv"jcxg"iqqf"uvtcvgikgu"hqt"vjgkt"

rtqfwevu0"Vjg"cpuygt"ku"dgecwug"vjg{"rtkegf"vjgkt"rtqfwevu"ytqpin{0"Kp"qtfgt"

vq"rtgxgpv"vjku"htqo"jcrrgpkpi."vjku"vqrke"rtgrctgu"{qw"vq"mpqy"jqy"vq"rtkeg" rtqfwevu"eqttgevn{"cpf"ugv"wr"gzegnngpv"rtkekpi"uvtcvgikgu"hqt"vjg"rtqfwevu"vq"

dg"uqnf0"Vjku"vqrke"rtgugpvu"rtkekpi"uvtcvgikgu0"Kv"uvctvu"ykvj"cp"wpfgtuvcpfkpi"

qh"rtkekpi"eqpegrvu"hqnnqygf"d{"yc{u"vq"ugv"rtkegu0"Vjg"uvtcvgikgu"kp"cfcrvkpi"

rtkekpi"ctg"rtgugpvgf"pgzv."dgukfgu"uvtcvgikgu"kp"kpkvkcvkpi"cpf"tgurqpfkpi"vq"

rtkeg"ejcpigu0"

STUDY GUIDE

BMMK5103 Marketing Management

Hqewu"Ctgcu"cpf"Cuukipgf"Tgcfkpiu"

Hqewu"Ctgcu"

Cuukipgf"Tgcfkpiu"

 

Mqvngt." R0." (" Mgnngt." M0" N0" *4228+0"

Octmgvkpi"ocpcigogpv"*34vj"gf0+0"Pgy"

Lgtug{<"Rtgpvkeg"Jcnn0"

803"" Kpvtqfwevkqp"vq"Rtkeg"cpf"Rtkekpi"

Ejcrvgt"36."rr"627/6280"

804"" Rtkeg"Ugvvkpi"Rtqeguu"

Ejcrvgt"36."rr"633/6460"

805"" Rtkeg"Cfqrvkqp"

Ejcrvgt"36."rr"647/64:0"

806"" Kpkvkcvkpi"cpf"Tgurqpfkpi"vq" Rtkeg"Ejcpigu"

Ejcrvgt"36."rr"64;/6530"

Eqpvgpv"Uwooct{"

Vjku" vqrke" jkijnkijvu" vjg" ockp" hgcvwtgu" kp" vjg" rtkeg" ugvvkpi" rtqeguu0" Vjg" curgevu"qh"rtkekpi"ocpcigogpv."rtkekpi"fgxgnqrogpv"rtqeguu."rtkeg"cfqrvkqp" cu" ygnn" cu" vjg" uvtcvgikgu" cuuqekcvgf" ykvj" rtkeg" ejcpigu" yknn" dg" fkuewuugf"

hwtvjgt0

803"" Kpvtqfwevkqp"vq"Rtkeg"cpf"Rtkekpi"

Fgurkvg" vjg" kpetgcugf" tqng" qh" pqp/rtkeg" hcevqtu" kp" oqfgtp" octmgvkpi." rtkeg"

tgockpu"c"etkvkecn"gngogpv"qh"vjg"octmgvkpi"okz0"Rtkeg"ku"vjg"qpn{"gngogpv"vjcv"

rtqfwegu"tgxgpwg="vjg"qvjgtu"rtqfweg"equvu0"

Rtkeg"ku"vjg"coqwpv"qh"oqpg{"ejctigf"hqt"iqqfu"qt"ugtxkegu."qt"vjg"uwo"qh"cnn" vjg"xcnwgu"vjcv"ewuvqogtu"ikxg"kp"qtfgt"vq"ickp"vjg"dgpghkvu"qh"jcxkpi"qt"wukpi"

vjg"iqqfu"qt"ugtxkegu0"

Octmgvgtu"tgeqipkug"vjcv"eqpuwogtu"qhvgp"cevkxgn{"rtqeguu"rtkeg"kphqtocvkqp." kpvgtrtgvkpi" rtkegu" kp" vgtou" qh" vjgkt" mpqyngfig" htqo" rtkqt" rwtejcukpi" gzrgtkgpegu." hqtocn" eqoowpkecvkqpu" cpf" rqkpv/qh/rwtejcug" qt" qpnkpg"

tguqwtegu0"

804"" Rtkeg"Ugvvkpi"Rtqeguu""

C" hkto" owuv" ugv" c" rtkeg" hqt" vjg" hktuv" vkog" yjgp" kv" fgxgnqru" c" pgy" rtqfwev." yjgp" kv" kpvtqfwegu" kvu" tgiwnct" rtqfwev" kpvq" c" pgy" fkuvtkdwvkqp" ejcppgn" qt" igqitcrjke" ctgc." cpf" yjgp" kv" gpvgtu" dkfu" qp" pgy" eqpvtcev" yqtm0" Vjg" hkto"

owuv"fgekfg"yjgtg"vq"rqukvkqp"kvu"rtqfwev"qp"swcnkv{"cpf"rtkeg0"

STUDY GUIDE

BMMK5103 Marketing Management

Kp"ugvvkpi"rtkekpi"rqnke{."c"eqorcp{"hqnnqyu"c"ukz/uvgr"rtqegfwtg0"Kv"ugngevu"kvu"

rtkekpi" qdlgevkxg0" Kv" guvkocvgu" vjg" fgocpf" ewtxg." vjg" rtqdcdng" swcpvkvkgu" kv" yknn" ugnn" cv" gcej" rquukdng" rtkeg0" Kv" guvkocvgu" jqy" kvu" equvu" xct{" cv" fkhhgtgpv" ngxgnu" qh" qwvrwv." cv" fkhhgtgpv" ngxgnu" qh" ceewowncvgf" rtqfwevkqp" gzrgtkgpeg."

cpf"hqt"fkhhgtgpvkcvgf"octmgvkpi"qhhgtu0"Kv"gzcokpgu"eqorgvkvqtu‚"equvu."rtkegu"

cpf"qhhgtu0"Kv"ugngevu"c"rtkekpi"ogvjqf0"Kv"ugngevu"vjg"hkpcn"rtkeg0"

Vjg"hkto"jcu"vq"eqpukfgt"ocp{"hcevqtu"kp"ugvvkpi"kvu"rtkekpi"rqnke{0"Vjgtg"ku"c"

ukz/uvgr"rtqegfwtg"kp"ugvvkpi"c"rtkeg<"" *c+" Ugngevkpi"vjg"rtkekpi"qdlgevkxg=" *d+" Fgvgtokpkpi"fgocpf=" *e+" Guvkocvkpi"equvu=" *f+" Cpcn{ukpi"eqorgvkvqtu‚"equvu."rtkegu"cpf"qhhgtu=" *g+" Ugngevkpi"c"rtkekpi"ogvjqf="cpf" *h+" Ugngevkpi"vjg"hkpcn"rtkeg0"

Vjgtg"ctg"ukz"rtkekpi"qdlgevkxgu<"""""""""" *c+" Uwtxkxcn=" *d+" Oczkowo"ewttgpv"rtqhkv=" *e+" Oczkowo"octmgv"ujctg="""" *f+" Oczkowo"octmgv"umkookpi="""""" *g+" Qvjgt"qdlgevkxgu="cpf" *h+" Rtqfwev/swcnkv{"ngcfgtujkr0"

Ewuvqogtu"ctg"cnuq"nguu"rtkeg/ugpukvkxg"yjgp<" *c+" Vjgtg"ctg"hgy"qt"pq"uwduvkvwvgu"qt"eqorgvkvqtu=" *d+" Vjg{"fq"pqv"tgcfkn{"pqvkeg"vjg"jkijgt"rtkeg=" *e+" Vjg{"ctg"unqy"vq"ejcpig"vjgkt"dw{kpi"jcdkvu=" *f+" Vjg{"vjkpm"vjg"jkijgt"rtkegu"ctg"lwuvkhkgf="cpf"

*g+" Rtkeg"ku"qpn{"c" uocnn"rctv"qh"vjg"vqvcn" equv"qh"qdvckpkpi."qrgtcvkpi."cpf"

ugtxkekpi"vjg"rtqfwev"qxgt"kvu"nkhgvkog"*vqvcn"equv"qh"qypgtujkr"⁄"VEQ+0""

Vjgtg"ctg"ukz"rtkeg/ugvvkpi"ogvjqfu<" *c+" Octmwr"rtkekpi=" *d+" Vctigv/tgvwtp"rtkekpi="

STUDY GUIDE

BMMK5103 Marketing Management

*e+" Rgtegkxgf/xcnwg"rtkekpi=" *f+" Xcnwg"rtkekpi=" *g+" Iqkpi/tcvg"rtkekpi="cpf" *h+" Cwevkqp/v{rg"rtkekpi0"

Cp" kpetgcukpi" pwodgt" qh" eqorcpkgu" dcug" vjgkt" rtkeg" qp" vjg" ewuvqogt‚u" rgtegkxgf" xcnwg0" Vjg{" owuv" fgnkxgt" vjg" xcnwg" rtqokugf" d{" vjgkt" xcnwg" rtqrqukvkqp." cpf"vjg" ewuvqogt"owuv" rgtegkxg"vjku" xcnwg0"Rgtegkxgf" xcnwg" ku" ocfg"wr"qh"ugxgtcn"ejctcevgtkuvkeu<"

*c+" Dw{gt‚u"kocig"qh"vjg"rtqfwev"rgthqtocpeg=" *d+" Ejcppgn"fgnkxgtcdngu=" *e+" Vjg"ycttcpv{"swcnkv{=" *f+" Ewuvqogt"uwrrqtv=" *g+" Uwrrnkgt‚u"tgrwvcvkqp=" *h+" Vtwuvyqtvjkpguu="cpf" *i+" Guvggo0"

805"" Rtkeg"Cfqrvkqp"

Eqorcpkgu" fq" pqv" wuwcnn{" ugv" c" ukping" rtkeg." dwv" tcvjgt" c" rtkekpi" uvtwevwtg" vjcv" tghngevu" xctkcvkqpu" kp" igqitcrjkecn" fgocpf" cpf" equvu."octmgv/ugiogpv"

tgswktgogpvu."rwtejcug"vkokpi."qtfgt"ngxgnu"cpf"qvjgt"hcevqtu0"Ugxgtcn"rtkeg/

cfcrvcvkqp"uvtcvgikgu"ctg"cxckncdng<"

*c+" Igqitcrjkecn"rtkekpi=" *d+" Rtkeg"fkueqwpvu=" *e+" Cnnqycpegu=" *f+" Rtqoqvkqpcn"rtkekpi="cpf" *g+" Fkuetkokpcvqt{"rtkekpi0"

Kp" igqitcrjkecn" rtkekpi."vjg" eqorcp{" fgekfgu" jqy"vq" rtkeg" kvu" rtqfwevu"hqt"

fkhhgtgpv"ewuvqogtu"kp"fkhhgtgpv"nqecvkqpu"cpf"eqwpvtkgu0"

Kp" rtkeg" fkueqwpvu." oquv" eqorcpkgu" yknn" cflwuv" vjgkt" nkuv" rtkeg" cpf" ikxg" fkueqwpvu" cpf" cnnqycpegu" hqt" gctn{" rc{ogpv." xqnwog" rwtejcugu" cpf" qhh/

ugcuqp"dw{kpi0"

STUDY GUIDE

BMMK5103 Marketing Management

Kp" rtqoqvkqpcn" rtkekpi." eqorcpkgu" ecp" wug" ugxgtcn" rtkekpi" vgejpkswgu" vq" uvkowncvg"gctn{"rwtejcug<"

*c+" Nquu/ngcfgt"rtkekpi=" *d+" Urgekcn/gxgpv"rtkekpi=" *e+" Urgekcn"ewuvqogt"rtkekpi=" *f+" Ecuj"tgdcvgu=" *g+" Nqy/kpvgtguv"hkpcpekpi=" *h+" Nqpigt"rc{ogpv"vgtou=" *i+" Ycttcpvkgu"cpf"ugtxkeg"eqpvtcevu="cpf" *j+" Ru{ejqnqikecn"fkueqwpvkpi0"

Kp" fkhhgtgpvkcvgf" rtkekpi." eqorcpkgu" qhvgp" cflwuv" vjgkt" dcuke" rtkeg" vq"

ceeqooqfcvg"fkhhgtgpegu"kp"ewuvqogtu."rtqfwevu."nqecvkqpu"cpf"uq"qp0""

Rtkeg"fkuetkokpcvkqp"qeewtu"yjgp"c"eqorcp{"ugnnu"c"rtqfwev"qt"ugtxkeg"cv"vyq"

qt"oqtg"rtkegu"vjcv"fq"pqv"tghngev"c"rtqrqtvkqpcn"fkhhgtgpeg"kp"equvu0""

*c+" Kp"hktuv/fgitgg"rtkeg"fkuetkokpcvkqp."vjg"ugnngt"ejctigu"c"ugrctcvg"rtkeg"

vq"gcej"ewuvqogt"fgrgpfkpi"qp"vjg"kpvgpukv{"qh"jku"qt"jgt"fgocpf0""

*d+" Kp"ugeqpf/fgitgg"rtkeg"fkuetkokpcvkqp."vjg"ugnngt"ejctigu"nguu"vq"dw{gtu"

yjq"dw{"c"nctigt"xqnwog0"

*e+" Kp" vjktf/fgitgg" rtkeg" fkuetkokpcvkqp." vjg" ugnngt" ejctigu" fkhhgtgpv" coqwpvu"vq"fkhhgtgpv"encuugu"qh"dw{gtu<"

" Ewuvqogt/ugiogpv"rtkekpi=" " Rtqfwev/hqto"rtkekpi=" " Kocig"rtkekpi=" " Ejcppgn"rtkekpi=" " Nqecvkqp"rtkekpi="cpf" " Vkog"rtkekpi0"

Hqt"rtkeg"fkuetkokpcvkqp"vq"yqtm."egtvckp"eqpfkvkqpu"owuv"gzkuv<"

*c+" Vjg" octmgv" owuv" dg" ugiogpvcdng" cpf" vjg" ugiogpvu" owuv" ujqy" fkhhgtgpv"kpvgpukvkgu"qh"fgocpfu=""

*d+" Ogodgtu" kp" vjg" nqygt/rtkeg" ugiogpv" owuv" pqv" dg" cdng" vq" tgugnn" vjg" rtqfwev"vq"vjg"jkijgt/rtkeg"ugiogpv="

STUDY GUIDE

BMMK5103 Marketing Management

*e+" Eqorgvkvqtu"owuv" pqv" dg" cdng"vq" wpfgtugnn"vjg"hkto" kp"vjg" jkijgt/rtkeg" ugiogpv=

*f+" Vjg" equv" qh" ugiogpvkpi" cpf" rqnkekpi"vjg"octmgv"owuv" pqv" gzeggf"vjg" gzvtc"tgxgpwg"fgtkxgf"htqo"rtkeg"fkuetkokpcvkqp="

*g+" Vjg"rtcevkeg"owuv"pqv"dtggf"ewuvqogt"tgugpvogpv"cpf"knn"yknn="cpf" *h+" Vjg"rctvkewnct"hqto"qh"rtkeg"fkuetkokpcvkqp"owuv"pqv"dg"knngicn0"

806"" Kpkvkcvkpi"cpf"Tgurqpfkpi"vq"Rtkeg"Ejcpigu"

Hktou"qhvgp"pggf"vq"ejcpig"rtkegu0"C"rtkeg"fgetgcug"okijv"dg"dtqwijv"cdqwv"

d{" gzeguu" rncpv" ecrcekv{." fgenkpkpi"octmgv" ujctg." c" fguktg"vq" fqokpcvg"vjg" octmgv"vjtqwij" nqygt" equvu" qt" geqpqoke" tgeguukqp0" C" rtkeg" kpetgcug"okijv"

dg"dtqwijv"cdqwv"d{"equv"kphncvkqp"qt"qxgtfgocpf0"Eqorcpkgu"owuv"ectghwnn{"

ocpcig"ewuvqogt"rgtegrvkqpu"kp"tckukpi"rtkegu0"

Eqorcpkgu" owuv" cpvkekrcvg" eqorgvkvqt" rtkeg" ejcpigu" cpf" rtgrctg" c" eqpvkpigpv" tgurqpug0" C" pwodgt" qh" tgurqpugu" ctg" rquukdng" kp" vgtou" qh"

ockpvckpkpi"qt"ejcpikpi"rtkeg"qt"swcnkv{0"

Vjg" hkto" hcekpi" c" eqorgvkvqt‚u" rtkeg" ejcpig" owuv" vt{" vq" wpfgtuvcpf" vjg" eqorgvkvqt‚u" kpvgpv" cpf" vjg" nkmgn{" fwtcvkqp" qh" vjg" ejcpig0" Uvtcvgi{" qhvgp" fgrgpfu"qp"yjgvjgt"c"hkto"ku"rtqfwekpi"jqoqigpgqwu"qt"pqp/jqoqigpgqwu"

rtqfwevu0"C"octmgv"ngcfgt"cvvcemgf"d{"nqygt/rtkegf"eqorgvkvqtu"ecp"uggm"vq"

dgvvgt" fkhhgtgpvkcvg" kvugnh." kpvtqfweg" kvu" qyp" nqy/equv" eqorgvkvqt" qt"vtcpuhqto"

kvugnh"oqtg"eqorngvgn{0"

Ugxgtcn"ektewouvcpegu"okijv"ngcf"c"hkto"vq"ewv"rtkegu<" *c+" Gzeguu"rncpv"ecrcekv{="" *d+" C"ftkxg"vq"fqokpcvg"vjg"octmgv"vjtqwij"nqygt"equvu0" *e+" Gkvjgt"vjg"eqorcp{"uvctvu"ykvj"nqygt"equvu"qt"kpkvkcvgu"rtkeg"ewvu"kp"vjg"

jqrg"qh"ickpkpi"octmgv"ujctg"cpf"nqygt"equvu0"

C"rtkeg/ewvvkpi"uvtcvgi{"kpxqnxgu"rquukdng"vtcru<" *c+" Nqy/swcnkv{"vtcr=" *d+" Htcikng"octmgv/ujctg"vtcr=" *e+" Ujcnnqy/rqemgvu"vtcr="cpf" *f+" Rtkeg/yct"vtcr0"

STUDY GUIDE

BMMK5103 Marketing Management

Vjg"ektewouvcpegu"rtqxqmkpi"rtkeg"kpetgcugu"ctg<" *c+" Equv"kphncvkqp=""

*d+" Tkukpi" equvu" wpocvejgf" d{" rtqfwevkxkv{" ickpu" uswgg|g" rtqhkv" octikpu" cpf"ngcf"eqorcpkgu"vq"tgiwnct"tqwpfu"qh"rtkeg"kpetgcugu="

*e+" Eqorcpkgu" qhvgp" tckug"vjgkt" rtkegu" d{"oqtg"vjcp"vjg" equv" kpetgcug" kp" cpvkekrcvkqp" qh" hwtvjgt" kphncvkqp" qt" iqxgtpogpvcn" rtkeg" eqpvtqnu." kp" c" rtcevkeg"ecnngf"cpvkekrcvqt{"rtkekpi="cpf""

*f+" Qxgt/fgocpf0""

Vjg"rtkeg"ecp"dg"kpetgcugf"kp"vjg"hqnnqykpi"yc{u<" *c+" Fgnc{gf"swqvcvkqp"rtkekpi=" *d+" Guecncvqt"encwugu=" *e+" Wpdwpfnkpi="cpf" *f+" Tgfwevkqp"qh"fkueqwpvu0"

Ugxgtcn" vgejpkswgu" jgnr" eqpuwogtu" cxqkf" uvkemgt" ujqem" cpf" c" jquvkng" tgcevkqp"yjgp"rtkegu"tkug<"

*c+" Ugpug"qh"hcktpguu"owuv"uwttqwpf"cp{"rtkeg"kpetgcug0" *d+" Ewuvqogtu"owuv"dg"ikxgp"cfxcpeg"pqvkeg"uq"vjcv"vjg{"ecp"fq"hqtyctf"

dw{kpi0

*e+" Ujctr"rtkeg"kpetgcugu"pggf"vq"dg"gzrnckpgf"kp"wpfgtuvcpfcdng"vgtou0" *f+" Ocmkpi"nqy/xkukdknkv{"rtkeg"oqxgu"hktuv"ku"cnuq"c"iqqf"vgejpkswg<" " Gnkokpcvkpi"fkueqwpvu=" " Kpetgcukpi"okpkowo"qtfgt"uk|gu=" " Ewtvcknkpi"rtqfwevkqp"qh"nqy/octikp"rtqfwevu="cpf" " Etgcvkpi"pgy"geqpqo{"dtcpfu0"

Ikxgp" uvtqpi" eqpuwogt" tgukuvcpeg." octmgvgtu" iq" vq" itgcv" ngpivju" vq" hkpf" cnvgtpcvg"crrtqcejgu"vjcv"cxqkf"kpetgcukpi"rtkegu"yjgp"vjg{"qvjgtykug"yqwnf"

jcxg"fqpg"uq0"Jgtg"ctg"c"hgy"rqrwnct"qpgu<""

*c+" Uwduvkvwvkpi" nguu/gzrgpukxg"ocvgtkcnu" qt" kpitgfkgpvu0" *Ocp{" ecpf{" dct" eqorcpkgu" uwduvkvwvgf" u{pvjgvke" ejqeqncvg" hqt" tgcn" ejqeqncvg" vq" hkijv"

eqeqc"rtkeg"kpetgcugu0+"

*d+" Tgfwekpi" qt" tgoqxkpi" rtqfwev" hgcvwtgu0" *Ugctu" kp" vjg" Wpkvgf" Uvcvgu" gpikpggtgf" fqyp" c" pwodgt" qh" kvu" crrnkcpegu" uq" vjcv" vjg{" eqwnf" dg"

rtkegf"eqorgvkvkxgn{"ykvj"vjqug"uqnf"kp"fkueqwpv"uvqtgu0+"

STUDY GUIDE

BMMK5103 Marketing Management

*e+" Tgoqxkpi" qt" tgfwekpi" rtqfwev" ugtxkegu" uwej" cu" kpuvcnncvkqp" qt" htgg"

fgnkxgt{0"

*f+" Wukpi"nguu/gzrgpukxg"rcemcikpi"ocvgtkcn"qt"nctigt"rcemcig"uk|gu0" *g+" Tgfwekpi"vjg"pwodgt"qh"uk|gu"cpf"oqfgnu"qhhgtgf0"

*h+" Etgcvkpi"pgy"geqpqo{"dtcpfu0"*Lgygn"hqqf"uvqtgu"kp"vjg"Wpkvgf"Uvcvgu"

kpvtqfwegf"392"igpgtke"kvgou"ugnnkpi"cv"32'"vq"52'"nguu"vjcp"pcvkqpcn"

dtcpfu0+

Kp"tgurqpfkpi"vq"eqorgvkvqt"rtkeg"ejcpigu."vjg"dtcpf"ngcfgt"ecp"tgurqpf"kp" ugxgtcn"yc{u<" *c+" Ockpvckp"rtkeg=" *d+" Ockpvckp"rtkeg"cpf"cff"xcnwg=" *e+" Tgfweg"rtkeg=" *f+" Kpetgcug"rtkeg"cpf"kortqxg"swcnkv{="cpf" *g+" Ncwpej"c"nqy/rtkeg"hkijvgt"nkpg0"

Kh" c" eqorcp{" ycpvu" vq" tgurqpf" vq" vjg" eqorgvkvqtu‚" rtkeg" ejcpigu." vjg" octmgvgtu"ujqwnf"eqpukfgt<"

*c+" Vjg"rtqfwev)u"uvcig"kp"vjg"nkhg"e{eng=" *d+" Vjg"rtqfwev)u"korqtvcpeg"kp"vjg"eqorcp{‚u"rqtvhqnkq=" *e+" Vjg"eqorgvkvqt‚u"kpvgpvkqpu"cpf"tguqwtegu=" *f+" Vjg"octmgv‚u"rtkeg"cpf"swcnkv{"ugpukvkxkv{=" *g+" Vjg"dgjcxkqwt"equvu"qh"ykvj"xqnwog="cpf" *h+" Vjg"eqorcp{‚u"cnvgtpcvkxg"qrrqtvwpkvkgu0"

Uvwf{"Swguvkqpu"

30" Fghkpg"yjcv"rtkeg"ku0"

40" Rtqxkfg" kpvgtpcn" cpf" gzvgtpcn" hcevqtu" yjkej" kphnwgpeg" vjg" coqwpv" qh"

rtkeg"ejctigf"qp"c"rtqfwev0"

50" Gzrnckp"vjg"hkxg"rtkekpi"crrtqcejgu"cxckncdng"hqt"octmgvgtu0" 60" Gzrnckp"vjg"vyq"rtkekpi"uvtcvgikgu"qh"c"pgy"rtqfwev"kp"vjg"octmgv0" 70" Gzrnckp"vjg"rtkeg"ugvvkpi"rtqeguu0" 80" Fkuewuu"jqy"c"eqorcp{"cfcrvu"rtkegu"vq"oggv"xct{kpi"ektewouvcpegu"

cpf"qrrqtvwpkvkgu0"

STUDY GUIDE

BMMK5103 Marketing Management

90" Gzrnckp"yjgp"c"eqorcp{"ujqwnf"kpkvkcvg"c"rtkeg"ejcpig0"

:0" Fkuewuu" vjg" uvtcvgikgu" cxckncdng" hqt" octmgvgtu" vq" tgurqpf" vq" c"

eqorgvkvqt)u"rtkeg"ejcpig0"

Ecug"Uvwf{"Swguvkqpu"

Cpuygt"CNN"Swguvkqpu"kp"vjg"hqnnqykpi"ecug"uvwfkgu<" " G/Dc{"Ecug"Uvwf{"*rngcug"tghgt"vq"rcigu"655"cpf"656+0" " Uqwvjyguv"Cktnkpgu"Ecug"Uvwf{"*rngcug"tghgt"vq"rcigu"656"cpf"657+0"

STUDY GUIDE

BMMK5103 Marketing Management

Vqrke"9<"Fgukipkpi"cpf"Ocpcikpi"Eqoowpkecvkqp"

"

Ghhqtvu"

Ngctpkpi"Qwveqogu"

D{"vjg"gpf"qh"vjku"vqrke."{qw"ujqwnf"dg"cdng"vq<" 30" Gzrnckp"vjg"tgncvkqpujkr"dgvyggp"eqoowpkecvkqp"cpf"rtqoqvkqp=" 40" Kfgpvkh{"jqy"c"eqorcp{"eqwnf"fgxgnqr"ghhgevkxg"eqoowpkecvkqp= 50" Gzrnckp"vjg"xctkqwu"eqoowpkecvkqp"ejcppgnu="cpf" 60" Gzrnckp"vjg"korqtvcpv"rtqoqvkqpcn"okzgu0"

Vqrke"Qxgtxkgy"

Yg" jcxg" ngctpv" jqy" vq" kpetgcug" uvtgpivju" qp" vjg" dtcpfu" cpf" eqorgvg" ghhgevkxgn{0" Yg" cnuq" wpfgtuvcpf" yjcv" ku" jcrrgpkpi" kp" vjg" octmgv0" Yg"

kfgpvkhkgf"vjg"ugiogpvu"cpf"octmgvu"vjcv"yg"ycpv"vq"vctigv0"Yg"jcxg"cntgcf{"

kpuvcnngf" jkij" gswkv{" cpf" xcnwg" kp" qwt" dtcpfu0" Yg" jcxg" etgcvgf" uwrgtd" uvtcvgikgu" hqt" cnn" qwt" rtqfwevu0" Yg" rtkegf" vjgo" ectghwnn{" vq" ickp" oczkowo" rtqhkv" cpf" vq" tgcej" ewuvqogt" ucvkuhcevkqp0"Yjcv" ku" pgzvA" Vjg" cpuygt" ku." vq" kphqto." vq" rgtuwcfg" cpf" vq" tgokpf" ewuvqogtu" cdqwv" qwt" qhhgtkpiu0" Uqog" qticpkucvkqpu" fq" pqv" fq" vjku" ygnn0" Cu" hqt" vjgo." yjgp" gxgt{vjkpi" ku" qm." vjg"

dtcpfu"yknn"urgcm"hqt"vjgougnxgu0"[gu."kv"oc{"yqtm"hqt"uqog"dtcpfu"dwv"pqv"

cnn"vjg"vkog0"Pq"ocvvgt"jqy"iqqf"{qwt"dtcpf"ku."{qw"uvknn"pggf"vq"rtqoqvg"cpf"

eqoowpkecvg"kv"vq"ewuvqogtu0"Pqy."kv"ku"vjg"vkog"vq"hqewu"qp"jqy"c"eqorcp{"

eqwnf"rtqoqvg"kvu"qhhgtkpiu0"

Kp" vjku" vqrke." yg" yknn" fkuewuu" vjg" octmgvkpi" eqoowpkecvkqp" okz." vjg" eqoowpkecvkqp" rtqeguu." uvgru" kp" fgxgnqrkpi" ghhgevkxg" eqoowpkecvkqp." rtqoqvkqpcn" okz" uvtcvgi{" cpf" kpvgitcvgf" eqoowpkecvkqp0" Octmgvkpi" eqoowpkecvkqp."qt"dgvvgt"mpqyp"cu"octmgvkpi"rtqoqvkqp."ku"qpg"qh"vjg"oquv" korqtvcpv" octmgvkpi" okz" gngogpvu0" Rtqfwevu" fq" pqv" igv" uqnf" qp" vjgkt" qyp" ykvjqwv" rtqoqvkqp." cnvjqwij" vjg{" jcxg" hgcvwtgu" vjcv" ctg" fguktgf" d{" eqpuwogtu." ctg" cvvtcevkxgn{" rtkegf" cpf" ctg" gcukn{" qdvckpcdng0" Eqpuwogtu" cnuq"oc{"pqv"dg"cyctg"qh"vjg"rtqfwevu)"gzkuvgpeg"qt"vjg"cfxcpvcigu"qh"vjg" rtqfwevu"eqorctgf"vq"qvjgt"rtqfwevu"vjcv"ctg"tgcfkn{"cxckncdng"kp"vjg"octmgv"

kh"vjg"gngogpvu"qh"rtqoqvkqp"ctg"pqv"vjgtg0"Vjgtghqtg."vjku"vqrke"ku"etwekcn"cu"kv"

eqwnf"jgnr"octmgvgtu"vq"rtqoqvg"vjgkt"dtcpfu"cpf"qhhgtkpiu"ghhgevkxgn{0"

STUDY GUIDE

BMMK5103 Marketing Management

Hqewu"Ctgcu"cpf"Cuukipgf"Tgcfkpiu"

Hqewu"Ctgcu"

Cuukipgf"Tgcfkpiu"

 

Mqvngt."R0."("Mgnngt."M0"N0"*4228+0"

Octmgvkpi"ocpcigogpv"*34vj"gf0+0""

Pgy"Lgtug{<"Rtgpvkeg"Jcnn0"

903"" Kpvtqfwevkqp"vq"Octmgvkpi" Eqoowpkecvkqp"cpf"Rtqoqvkqp"

Ejcrvgt"39."rr"6;8/7220"

904"" Octmgvkpi"Eqoowpkecvkqp" Rtqeguu

Ejcrvgt"39."rr"7240"

905"" Uvgru"kp"Fgxgnqrkpi"Ghhgevkxg" Octmgvkpi"Eqoowpkecvkqp"

Ejcrvgt"39."rr"726/7280"

906"" Ugngevkpi"Octmgvkpi" Eqoowpkecvkqp"Ejcppgnu"

Ejcrvgt"39."rr"72:0"

907"" Octmgvkpi"Eqoowpkecvkqp" Okzgu

Ejcrvgt"39."rr"734/7380"

908"" Eqoowpkecvkqp"Okz"Octmgvkpi<" Cfxgtvkukpi

Ejcrvgt"3:."rr"748/7620"

909"" Eqoowpkecvkqp"Okz"Octmgvkpi<" Ucngu"Rtqoqvkqp"

Ejcrvgt"3:."rr"763/7640"

90:"" Eqoowpkecvkqp"Okz"Octmgvkpi<" Rwdnke"Tgncvkqpu"

Ejcrvgt"3:."rr"76;/7720"

90;"" Eqoowpkecvkqp"Okz"Octmgvkpi<" Fktgev"Octmgvkpi"

Ejcrvgt"3;."rr"779/7840"

9032""Eqoowpkecvkqp"Okz"Octmgvkpi<"

Ejcrvgt"3;."rr"7:4/7:60"

Rgtuqpcn"Ugnnkpi"

Eqpvgpv"Uwooct{"

Vjku"vqrke"jkijnkijvu"vjg"ockp"hgcvwtgu"kp"vjg"rtqoqvkqpcn"ocpcigogpv0"Vjg"

curgevu" qh" ghhgevkxg" eqoowpkecvkqp" fgxgnqrogpv" cpf" ocpcigogpv" yknn" dg" tgxgcngf0" [qw" yknn" ngctp" cdqwv" octmgvkpi" eqoowpkecvkqp" okzgu" uwej" cu" cfxgtvkugogpv." ucngu" rtqoqvkqp." rwdnke" tgncvkqpu." fktgev" octmgvkpi" cpf"

rgtuqpcn"ugnnkpi0"

STUDY GUIDE

BMMK5103 Marketing Management

903"" Kpvtqfwevkqp"vq"Octmgvkpi"Eqoowpkecvkqp"cpf"Rtqoqvkqp

Octmgvkpi"eqoowpkecvkqpu"ctg"vjg"ogcpu"d{"yjkej"hktou"cvvgorv"vq"kphqto." rgtuwcfg"cpf"tgokpf"eqpuwogtu"⁄"fktgevn{"qt"kpfktgevn{"⁄"cdqwv"vjg"rtqfwevu"

cpf"dtcpfu"vjg{"ugnn0"

Octmgvkpi" eqoowpkecvkqpu" tgrtgugpv" vjg" ›xqkegfi" qh" vjg" dtcpf" cpf" ctg" c" ogcpu"d{"yjkej"hktou" ecp"guvcdnkuj"c"fkcnqiwg"cpf"dwknf" tgncvkqpujkru"ykvj"

eqpuwogtu0

D{"uvtgpivjgpkpi"ewuvqogt"nq{cnv{."octmgvkpi"eqoowpkecvkqpu"ecp"eqpvtkdwvg" vq" ewuvqogt" gswkv{0" Octmgvkpi" eqoowpkecvkqpu" cnuq" yqtm" hqt" eqpuwogtu"

yjgp"vjg{"ujqy"jqy"cpf"yj{"c"rtqfwev"ku"wugf."d{"yjqo."yjgtg"cpf"yjgp0"

Octmgvkpi" eqoowpkecvkqp" ku" fktgevn{" tgncvgf" cpf" nkpmgf" vq" octmgvkpi" rtqoqvkqp0" Vjg" rtqoqvkqpcn" cevkxkvkgu" kpxqnxg" vjg" gngogpvu" qh" octmgvkpi"

eqoowpkecvkqp0

Octmgvkpi"eqoowpkecvkqpu"kp"cnoquv"gxgt{"ogfkwo"cpf"hqto"jcxg"dggp"qp"

vjg"tkug"cpf"uqog"eqpuwogtu"hggn"vjg{"ctg"kpetgcukpin{"kpxcukxg0"Octmgvgtu"

owuv"dg"etgcvkxg"kp"wukpi"vgejpqnqi{"dwv"pqv"kpvtwfg"kp"eqpuwogtu‚"nkxgu0"

904"" Octmgvkpi"Eqoowpkecvkqp"Rtqeguu"

Octmgvgtu" ujqwnf" wpfgtuvcpf" vjg" hwpfcogpvcn" gngogpvu" qh" ghhgevkxg" eqoowpkecvkqp0" Vjg" octmgvkpi" eqoowpkecvkqp" rtqeguu" ecp" dg" gzrnckpgf"

wukpi"vjg"vyq"oqfgnu"rtgugpvgf"kp"vjg"vgzvdqqmu0"Vjgug"ctg<"

*c+" Ocetq"oqfgn"qh"vjg"eqoowpkecvkqp"rtqeguu="cpf" *d+" Oketq"oqfgn"qh"eqpuwogt"tgurqpugu0"

Vjg"ftcydcem"qh"vjku"oqfgn"ku"vjcv"kv"qxgt/gorjcukugu"kprwv"ceswkukvkqp."vjwu"

tgfwekpi"vjg"korqtvcpeg"qh"gfwecvkqpcn"rtqeguu"cpf"qwvrwvu0"

905"" Uvgru"kp"Fgxgnqrkpi"Ghhgevkxg"Octmgvkpi"Eqoowpkecvkqp"

Vjgtg"ctg"hkxg"uvgru"kp"fgxgnqrkpi"ghhgevkxg"eqoowpkecvkqpu0"Vjg"hkxg"dcuke"

qpgu"ctg<"" *c+" Kfgpvkh{kpi"vjg"vctigv"cwfkgpeg="" *d+" Fgvgtokpkpi"vjg"qdlgevkxgu="" *e+" Fgukipkpi"vjg"eqoowpkecvkqpu="

STUDY GUIDE

BMMK5103 Marketing Management

*f+" Ugngevkpi"vjg"ejcppgnu="cpf" *g+" Guvcdnkujkpi"vjg"dwfigv0"

906"" Ugngevkpi"Octmgvkpi"Eqoowpkecvkqp"Ejcppgnu"

Ugngevkpi"ghhkekgpv"ejcppgnu"vq"ectt{"vjg"oguucig"dgeqogu"oqtg"fkhhkewnv"cu" ejcppgnu" qh" eqoowpkecvkqp" dgeqog"oqtg"htciogpvgf" cpf" enwvvgtgf0" Vjgtg"

ctg"vjtgg"v{rgu"qh"eqoowpkecvkqp"ejcppgnu0"Vjgug"ctg<"

*c+ Rgtuqpcn"Eqoowpkecvkqp"Ejcppgnu"

" Rgtuqpcn" eqoowpkecvkqp" ejcppgnu" kpxqnxg" vyq" qt" oqtg" rgtuqpu" eqoowpkecvkpi" fktgevn{" hceg/vq/hceg." rgtuqp" vq" cwfkgpeg." qxgt" vjg"

vgngrjqpg."qt"vjtqwij"g/ockn0"

" Rgtuqpcn" eqoowpkecvkqp" ejcppgnu" fgtkxg" vjgkt" ghhgevkxgpguu"

vjtqwij"kpfkxkfwcnkugf"rtgugpvcvkqp"cpf"hggfdcem0"

" Cfxqecvg" ejcppgnu" eqpukuv" qh" eqorcp{" ucngurgqrng" eqpvcevkpi"

dw{gtu"kp"vjg"vctigv"octmgv0"

" Gzrgtv"ejcppgnu"eqpukuv"qh"kpfgrgpfgpv"gzrgtvu"ocmkpi"uvcvgogpvu"

vq"vctigv"dw{gtu0"

" Uqekcn"ejcppgnu"eqpukuv"qh"pgkijdqwtu."htkgpfu."hcokn{"ogodgtu"cpf"

cuuqekcvgu"vcnmkpi"vq"vctigv"dw{gtu0"

*d+ Pqp/Rgtuqpcn"*Ocuu+"Eqoowpkecvkqp"Ejcppgnu"

" Pqp/rgtuqpcn" eqoowpkecvkqp" ejcppgnu" ctg" eqoowpkecvkqpu" fktgevgf" vq" oqtg" vjcp" qpg" rgtuqp" cpf" kpenwfgu" ogfkc." ucngu" rtqoqvkqpu." gxgpvu" cpf" rwdnkekv{0" Ogfkc" kpenwfgu" rtkpv." dtqcfecuv."

pgvyqtm."gngevtqpke"cpf"fkurnc{"ogfkc0"Ucngu"rtqoqvkqpu"eqpukuv"qh"

eqpuwogt" rtqoqvkqpu." vtcfg" rtqoqvkqpu." cpf" dwukpguu" cpf" ucngu/

hqteg"rtqoqvkqp0"

" Gxgpvu" cpf" gzrgtkgpegu" kpenwfg" urqtvu." ctvu." gpvgtvckpogpv" cpf" ecwug" gxgpvu0" Rwdnke" tgncvkqpu" kpenwfg" eqoowpkecvkqpu" fktgevgf" kpvgtpcnn{" qt" gzvgtpcnn{" vq" eqpuwogtu." qvjgt" hktou." ogfkc" cpf" iqxgtpogpv0"Owej" qh"vjg" tgegpv" itqyvj" qh" pqp/rgtuqpcn" ejcppgnu"

jcu"dggp"ykvj"gxgpvu"cpf"gzrgtkgpegu0"

" C" eqorcp{" ecp" dwknf" kvu" dtcpf" kocig" vjtqwij" etgcvkpi" qt" urqpuqtkpi" gxgpvu0" Eqorcpkgu" ctg" ugctejkpi" hqt" dgvvgt" yc{u" vq" swcpvkh{" vjg" dgpghkvu" qh" urqpuqtujkr" cpf" ctg" fgocpfkpi" itgcvgt"

ceeqwpvcdknkv{0"

STUDY GUIDE

BMMK5103 Marketing Management

" Eqorcpkgu" ecp" etgcvg"gxgpvu"fgukipgf"vq" uwtrtkug"vjg"rwdnke"cpf"

etgcvg"c"dw||0"

*e+ Kpvgitcvkqp"qh"Eqoowpkecvkqp"Ejcppgnu"

" Cnvjqwij" rgtuqpcn" eqoowpkecvkqp" ku" qhvgp" oqtg" ghhgevkxg" vjcp" ocuu" eqoowpkecvkqp." ocuu" ogfkc" okijv" dg" vjg" oclqt" ogcpu" qh"

uvkowncvkpi"rgtuqpcn"eqoowpkecvkqp0"

" Ocuu" eqoowpkecvkqpu" chhgev" rgtuqpcn" cvvkvwfgu"vqyctfu" dgjcxkqwt" vjtqwij"c"vyq/uvgr"rtqeguu<"

*k+" Kfgcu"hnqy"htqo"ocuu"ogfkc"vq"qrkpkqp"ngcfgtu="cpf"

*kk+" Htqo" qrkpkqp" ngcfgtu" vq" vjg" nguu" ogfkc/kpxqnxgf" rqrwncvkqp"

itqwru0"

907"" Octmgvkpi"Eqoowpkecvkqp"Okzgu"

Eqorcpkgu" owuv" cnnqecvg" vjg" octmgvkpi" eqoowpkecvkqpu" dwfigv" qxgt" vjg" gkijv"oclqt"oqfgu"qh"eqoowpkecvkqp<"

*c+" Cfxgtvkukpi="" *d+" Ucngu"rtqoqvkqp="" *e+" Rwdnke"tgncvkqpu"cpf"rwdnkekv{="" *f+" Gxgpvu"cpf"gzrgtkgpegu="" *g+" Fktgev"octmgvkpi="" *h+" Kpvgtcevkxg"octmgvkpi="" *i+" Yqtf/qh/oqwvj"octmgvkpi="cpf" *j+" Vjg"ucngu"hqteg0"

908"" Octmgvkpi"Eqoowpkecvkqp"Okz<"Cfxgtvkukpi"

Cfxgtvkukpi"ku"cp{"rckf"hqto"qh"pqp/rgtuqpcn"rtgugpvcvkqp"cpf"rtqoqvkqp"qh" kfgcu." iqqfu." qt" ugtxkegu" d{" cp" kfgpvkhkgf" urqpuqt0" Cfxgtvkugtu" kpenwfg" pqv"

qpn{"dwukpguu"hktou"dwv"cnuq"ejctkvcdng."pqp/rtqhkv"cpf"iqxgtpogpv"cigpekgu0""

Cfxgtvkukpi"ecp"dg"wugf"vq"dwknf"wr"c"nqpi/vgto"kocig"hqt"c"rtqfwev"qt"vtkiigt" swkem" ucngu0" Cfxgtvkukpi" ecp" ghhkekgpvn{" tgcej" igqitcrjkecnn{" fkurgtugf" dw{gtu0" Egtvckp" v{rgu" qh" cfxgtvkukpi" tgswktg" nctig" dwfigvu=" qvjgtu" fq" pqv0"

Lwuv"vjg"rtgugpeg"qh"cfxgtvkukpi"okijv"jcxg"cp"ghhgev"qp"ucngu0"Eqpuwogtu"

okijv"dgnkgxg"vjcv"vjg"cfxgtvkugf"dtcpf"qhhgtu"›iqqf"xcnwg0fi"

STUDY GUIDE

BMMK5103 Marketing Management

Fgxgnqrkpi"cp"cfxgtvkukpi"rtqitcoog"ku"c"hkxg/uvgr"rtqeguu< *c+" Ugv"cfxgtvkukpi"qdlgevkxgu=" *d+" Guvcdnkuj"c"dwfigv=" *e+" Ejqqug"vjg"cfxgtvkukpi"oguucig"cpf"etgcvkxg"uvtcvgi{=" *f+" Fgekfg"qp"vjg"ogfkc="cpf" *g+" Gxcnwcvg"eqoowpkecvkqp"cpf"ucngu"ghhgevu0"

Dgecwug" qh" vjg" ocp{" hqtou" qh" cfxgtvkukpi." kv" ku" fkhhkewnv" vq" ocmg"

igpgtcnkucvkqpu0"Jqygxgt."vjg"hqnnqykpi"swcnkvkgu"ecp"dg"pqvgf<"

*c+" Rgtxcukxgpguu=" *d+" Cornkhkgf"gzrtguukxgpguu="cpf" *e+" Korgtuqpcnkv{0"

909"" Octmgvkpi"Eqoowpkecvkqp"Okz<"Ucngu"Rtqoqvkqp"

Ucngu" rtqoqvkqp" eqpukuvu" qh" oquvn{" ujqtv/vgto" kpegpvkxg" vqqnu." fgukipgf" vq" uvkowncvg" swkemgt" qt" itgcvgt" rwtejcug" qh" rctvkewnct" rtqfwevu" qt" ugtxkegu" d{"

eqpuwogtu"qt"vjg"vtcfg0"

Kp"wukpi"ucngu"rtqoqvkqp."c"eqorcp{"owuv"guvcdnkuj"kvu"qdlgevkxgu."ugngev"vjg" vqqnu." fgxgnqr" vjg" rtqitcoog." rtg/vguv" vjg" rtqitcoog." korngogpv" cpf"

eqpvtqn"kv."cpf"gxcnwcvg"vjg"tguwnvu0"

Eqorcpkgu"wug"ucngu/rtqoqvkqp"vqqnu"vq"ftcy"c"uvtqpigt"cpf"swkemgt"dw{gt" tgurqpug."kpenwfkpi"ujqtv/twp"ghhgevu"uwej"cu"jkijnkijvkpi"rtqfwev"qhhgtu"cpf"

dqquvkpi"uciikpi"ucngu0"

Ucngu"rtqoqvkqp"qhhgtu"vjtgg"fkuvkpev"dgpghkvu<" *c+" Cdknkv{"vq"dg"cvvgpvkqp/igvvkpi="" *d+" Kpegpvkxg="cpf" *e+" Kpxkvcvkqp0"

90:"" Octmgvkpi"Eqoowpkecvkqp"Okz<"Rwdnke"Tgncvkqpu"

Rwdnke" tgncvkqpu" *RT+"kpenwfg"c" xctkgv{"qh"rtqitcoogu"fgukipgf"vq"rtqoqvg" qt" rtqvgev" c" eqorcp{‚u" kocig" qt" kvu" kpfkxkfwcn" rtqfwevu0" Octmgvkpi" rwdnke" tgncvkqpu"*ORT+."vq"uwrrqtv"vjg"octmgvkpi"fgrctvogpv"kp"eqtrqtcvg"qt"rtqfwev"

STUDY GUIDE

BMMK5103 Marketing Management

rtqoqvkqp"cpf"kocig"ocmkpi."ecp"chhgev"rwdnke"cyctgpguu"cv"c"htcevkqp"qh"vjg"

equv"qh"cfxgtvkukpi"cpf"ku"qhvgp"owej"oqtg"etgfkdng0"

Vjg" ockp" vqqnu" qh" RT" ctg" rwdnkecvkqpu." gxgpvu." pgyu." eqoowpkv{" chhcktu." kfgpvkhkecvkqp" ogfkc." nqdd{kpi" cpf" uqekcn" tgurqpukdknkv{" *qt" vjg" uq/ecnngf"

›RGPEKNUfi"qh"RT+0"

Octmgvgtu" vgpf" vq" wpfgtwug" rwdnke" tgncvkqpu." {gv" c" ygnn/vjqwijv/qwv" rtqitcoog" eqqtfkpcvgf" ykvj" vjg" qvjgt" rtqoqvkqp/okz" gngogpvu" ecp" dg"

gzvtgogn{"ghhgevkxg0"Vjg"crrgcn"qh"rwdnke"tgncvkqpu"cpf"rwdnkekv{"ku"dcugf"qp"

vjtgg"fkuvkpevkxg"swcnkvkgu<"

*c+" Jkij"etgfkdknkv{=" *d+" Cdknkv{"vq"ecvej"dw{gtu"qhh"iwctf="cpf" *e+" Ftcocvkucvkqp0"

90;"" Octmgvkpi"Eqoowpkecvkqp"Okz<"Fktgev"Octmgvkpi"

Fktgev"octmgvkpi" ku" cp" kpvgtcevkxg"octmgvkpi" u{uvgo"vjcv" wugu" qpg" qt"oqtg"

ogfkc"vq"chhgev"c"ogcuwtcdng"tgurqpug"qt"vtcpucevkqp"cv"cp{"nqecvkqp0"Fktgev"

octmgvkpi."gurgekcnn{"gngevtqpke"octmgvkpi"ku"ujqykpi"gzrnqukxg"itqyvj0"

Fktgev"octmgvgtu" rncp" ecorckipu" d{" fgekfkpi" qp" qdlgevkxgu."vctigv"octmgvu"

cpf"rtqurgevu."qhhgtu."cpf"rtkegu0"Pgzv."vjg{"vguv"cpf"guvcdnkuj"ogcuwtgu"vq"

fgvgtokpg"vjg"ecorckip‚u"uweeguu0"

Oclqt" ejcppgnu"hqt"fktgev"octmgvkpi"kpenwfg"hceg/vq/hceg" ugnnkpi."fktgev"ockn." ecvcnqiwg" octmgvkpi." vgngoctmgvkpi." kpvgtcevkxg" VX." mkqumu." Ygd" ukvgu" cpf"

oqdkng"fgxkegu0"

Vjg"ocp{"hqtou"qh"fktgev"octmgvkpi"⁄"fktgev"ockn."vgngoctmgvkpi"cpf"Kpvgtpgv"

octmgvkpi"⁄ujctg"vjtgg"fkuvkpev"ejctcevgtkuvkeu0"Fktgev"octmgvkpi"ku<"

*c+" Ewuvqokugf=" *d+" Wr/vq/fcvg="cpf" *e+" Kpvgtcevkxg0"

9032""Octmgvkpi"Eqoowpkecvkqp"Okz<"Rgtuqpcn"Ugnnkpi"

Rgtuqpcn" ugnnkpi" ku"vjg"oquv" ghhgevkxg"vqqn" cv"vjg" ncvgt" uvcigu" qh"vjg" dw{kpi"

rtqeguu."rctvkewnctn{"kp"dwknfkpi"wr"dw{gt"rtghgtgpeg."eqpxkevkqp"cpf"cevkqp0""

Rgtuqpcn"ugnnkpi"kpxqnxgu"ucngu"rgtuqp"qt"dgvvgt"mpqyp"cu"ucngurgqrng0"Vjg{"

ctg"vjg"qpg"yjq"crrtqcejgu"vjg"ewuvqogtu"kpfkxkfwcnn{0"

STUDY GUIDE

BMMK5103 Marketing Management

Ucngurgqrng" ugtxg" cu" c" eqorcp{‚u" nkpm" vq" kvu" ewuvqogtu0" Vjg" ucngu" tgrtgugpvcvkxg" ku" vjg" eqorcp{" vq" ocp{" qh" kvu" ewuvqogtu" cpf" kv" ku" vjg" tgrtgugpvcvkxg" yjq" dtkpiu" dcem" vq" vjg" eqorcp{" owej/pggfgf" kphqtocvkqp"

cdqwv"vjg"ewuvqogt0"

Fgukipkpi" vjg" ucngu" hqteg" tgswktgu" ejqqukpi" qdlgevkxgu." uvtcvgi{." uvtwevwtg." uk|g" cpf" eqorgpucvkqp0" Qdlgevkxgu" oc{" kpenwfg" rtqurgevkpi." vctigvkpi."

eqoowpkecvkpi."ugnnkpi."ugtxkekpi."kphqtocvkqp"icvjgtkpi"cpf"cnnqecvkpi0""

Fgvgtokpkpi" uvtcvgi{" tgswktgu" ejqqukpi" vjg" oquv" ghhgevkxg" okz" qh" ugnnkpi"

crrtqcejgu0"Ejqqukpi"vjg"ucngu"hqteg"uvtwevwtg"gpvcknu"fkxkfkpi"vgttkvqtkgu"d{"

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cpf"jqy"ocp{"ucngu"jqwtu"*cpf"jgpeg"ucngurgqrng+"yknn"dg"pggfgf0""

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eqorgpucvkqp0

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*d+" Vtckpkpi"vjg"tgrtgugpvcvkxgu"kp"ucngu"vgejpkswgu"cpf"kp"vjg"eqorcp{‚u" rtqfwevu."rqnkekgu."cpf"ewuvqogt/ucvkuhcevkqp"qtkgpvcvkqp="

*e+" Uwrgtxkukpi" vjg" ucngu" hqteg" cpf" jgnrkpi" tgru" vq" wug" vjgkt" vkog" ghhkekgpvn{="

*f+" Oqvkxcvkpi"vjg"ucngu"hqteg"cpf"dcncpekpi"swqvcu."oqpgvct{"tgyctfu"cpf" uwrrngogpvct{"oqvkxcvqtu="cpf"

*g+" Gxcnwcvkpi"kpfkxkfwcn"cpf"itqwr"ucngu"rgthqtocpeg0"

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ocpcigogpv."cu"ygnn"cu"vjg"ctv"qh"ucngu"rtqhguukqpcnkuo0"Pq"ukping"crrtqcej"

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wr"cpf"ockpvgpcpeg0"

STUDY GUIDE

BMMK5103 Marketing Management

Rgtuqpcn"ugnnkpi"jcu"vjtgg"fkuvkpevkxg"swcnkvkgu<" *c+" Rgtuqpcn"kpvgtcevkqp=" *d+" Ewnvkxcvkqp="cpf" *e+" Tgurqpug0"

Uvwf{"Swguvkqpu"

30" Fghkpg"octmgvkpi"rtqoqvkqpcn"okz0" 40" Nkuv"vjg"hqwt"uvgru"kp"fgxgnqrkpi"ghhgevkxg"eqoowpkecvkqp"kp"rtqoqvkqp0"

50"

Nkuv" vjg" cxckncdng" vgejpkswgu" cpf" crrtqcejgu" qh" dwfigvkpi" c"

rtqoqvkqpcn"rtqitcoog0"

60" Nkuv"vjg"ugxgp"gngogpvu"qh"ghhgevkxg"eqoowpkecvkqp"kp"rtqoqvkqp0" 70" Gzrnckp"vjg"tgncvkqpujkr"dgvyggp"eqoowpkecvkqp"cpf"rtqoqvkqp0" 80" Kfgpvkh{"jqy"c"eqorcp{"eqwnf"fgxgnqr"ghhgevkxg"eqoowpkecvkqp" 90" Gzrnckp"vjg"xctkqwu"eqoowpkecvkqp"ejcppgnu0" :0" Gzrnckp"vjg"korqtvcpv"rtqoqvkqpcn"okzgu0"

Ecug"Uvwf{"Swguvkqpu"

Cpuygt"CNN"Swguvkqpu"kp"vjg"hqnnqykpi"ecug"uvwfkgu<" " Tgf"Dwnn"Ecug"Uvwf{"*rngcug"tghgt"vq"rcigu"742"cpf"743+0"

" Vctigv" Fkueqwpv" Tgvckngt" Ecug" Uvwf{" *rngcug" tghgt" vq" rcigu" 743" cpf"

744+0

" Eqec"Eqnc"Ecug"Uvwf{"*rngcug"tghgt"vq"rcigu"775"cpf"776+0" " Iknngvg"Ecug"Uvwf{"*rngcug"tghgt"vq"rcigu"776"cpf"777+0" " Hcegdqqm"Ecug"Uvwf{"*rngcug"tghgt"vq"rcigu"7:6"cpf"7:7+0" " Qzhqtf"Wpkxgtukv{"Ecug"Uvwf{"*rngcug"tghgt"vq"rcigu"7:8"cpf"7:9+0"

STUDY GUIDE

BMMK5103 Marketing Management

Vqrke":<""Fgukipkpi"cpf"Ocpcikpi"Ejcppgnu"cpf"

"

Fkuvtkdwvkqp

Ngctpkpi"Qwveqogu"

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50" Gzrnckp" vjg" korqtvcpeg" qh" octmgvkpi" ejcppgnu" cpf" vjg" korqtvcpv" fgekukqpu"kp"fgukipkpi"vjg"ejcppgnu"cu"ygnn"cu"kp"ocpcikpi"vjgo=""

60" Fkuewuu"vjg"eqpegrv"qh"ejcppgn"eqphnkev="cpf"" 70" Gzrnckp"vjg"uvtcvgikgu"vq"ocpcig"vjg"ejcppgn"eqphnkev0"

Vqrke"Qxgtxkgy"

Chvgt" jcxkpi" uweeguuhwnn{" rtqoqvgf" qwt" rtqfwevu" vq" vjg" vctigv" octmgv." ewuvqogtu"yknn"uvctv"fgocpf."jcxg"kpvgtguv"kp"qwt"rtqfwevu"cpf"uvctv"vq"rnceg" qtfgtu0"Kv"ku"pqy"vjg"vkog"hqt"wu"vq"fgnkxgt"vjg"rtqfwevu"vq"vjg" ewuvqogtu"cv"

vjg"tkijv"swcpvkv{."tkijv"vkog."tkijv"urgekhkecvkqpu"cpf"tkijv"swcnkv{0"Kp"qtfgt"vq"

hceknkvcvg"vjg"vtcpuhgt"qh"rtqfwevu"vq"vjg"gpf"eqpuwogtu."yg"eqwnf"wug"fktgev"

qt"kpfktgev"fkuvtkdwvkqp"ogvjqfu0"Oquv"hktou"qt"rtqfwegtu"wug"kpvgtogfkctkgu"

vq" ectt{" vjgkt" qwvrwvu" vq" vjg" octmgv" cpf" vq" vjg" gpf" eqpuwogtu0" Vjku" kpvgtogfkct{" ejcppgn" ku" c" octmgvkpi" ejcppgn" cpf" kv" ku" cnuq" mpqyp" cu" c"

fkuvtkdwvkqp"ejcppgn0"Vjg"octmgvkpi"ejcppgn"ku"qpg"qh"vjg"korqtvcpv"gngogpvu"

qh" vjg" octmgvkpi" okz0" Octmgvkpi" ejcppgn" fgekukqpu" jcxg" fktgev" ghhgevu" qp" qvjgt" octmgvkpi" cevkxkvkgu0" Vjgtghqtg." kp" vjku" vqrke." yg" yknn" fkuewuu" vjg" fghkpkvkqp" qh" octmgvkpi" ejcppgnu." vjg" korqtvcpeg" qh" octmgvkpi" ejcppgnu" vq" dwukpguugu"cpf"qticpkucvkqpu."vjg"tqngu"qh"octmgvkpi"ejcppgnu"kp"octmgvkpi"

cpf"vjg"kuuwgu"qh"ejcppgnu"ocpcigogpv"cpf"ejcppgn"fgukipu0"Vjg"f{pcoke"

kuuwgu" qh" ejcppgnu" fkuvtkdwvkqp" yknn" dg" rtgugpvgf"hqnnqygf" d{" fkuewuukqp" qp"

vjg"curgevu"qh"ocpcikpi"ejcppgn"eqphnkev0"

STUDY GUIDE

BMMK5103 Marketing Management

Hqewu"Ctgcu"cpf"Cuukipgf"Tgcfkpiu"

Hqewu"Ctgcu"

Cuukipgf"Tgcfkpiu"

 

Mqvngt."R0."("Mgnngt."M0"N0"*4228+0"

Octmgvkpi"ocpcigogpv"*34vj"gf0+0"

Pgy"Lgtug{<"Rtgpvkeg"Jcnn0"

:03"" Kpvtqfwevkqp"vq"Octmgvkpi"Ejcppgnu"

Ejcrvgt"37."r"6580"

:04"" Vjg"Korqtvcpeg"qh"Octmgvkpi"

Ejcrvgt"37."r"65:0"

Ejcppgnu" :05"" Vjg"Tqngu"qh"Octmgvkpi"Ejcppgnu"

Ejcrvgt"37."rr"662/6650"

:06"" Ejcppgnu"Fgukip"Fgekukqpu"

Ejcrvgt"37."rr"666/66:0"

:07"" Ejcppgnu"Ocpcigogpv"Fgekukqpu"

Ejcrvgt"37."rr"66;/6740"

:08"" Ejcppgnu"Eqphnkev."Eqqrgtcvkqp" cpf"Eqorgvkvkqp"

Ejcrvgt"37."rr"79/6820"

Eqpvgpv"Uwooct{"

Vjku"vqrke"jkijnkijvu"vjg"ockp"hgcvwtgu"kp"vjg"cpcn{uku"qh"octmgvkpi"ejcppgnu"

cpf"fkuvtkdwvkqp0"Vjg"curgevu"qh"rtqfwev"rncekpi"uwej"cu"vjg"ejcppgn"fgukip"

fgekukqpu."ejcppgn"ocpcigogpv"fgekukqpu"cpf"eqphnkev"ocpcigogpv"coqpi"

ejcppgnu"ogodgtu"cnuq"yknn"dg"fkuewuugf"kp"hwtvjgt"fgvckn0"

:03"" Kpvtqfwevkqp"vq"Octmgvkpi"Ejcppgnu"

Oquv"rtqfwegtu"fq"pqv"ugnn"vjgkt"iqqfu"fktgevn{"vq"hkpcn"wugtu="dgvyggp"vjgo"

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ejcppgn"qt"fkuvtkdwvkqp"ejcppgn+0""

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rtqeguu"qh"ocmkpi"c"rtqfwev"qt"ugtxkeg"cxckncdng"hqt"wug"qt"eqpuworvkqp0""

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Qvjgtu"ugctej"hqt"ewuvqogtu"cpf"oc{"pgiqvkcvg"qp"vjg"rtqfwegt‚u"dgjcnh"dwv"

fq"pqv"vcmg"vkvng"vq"vjg"iqqfu="vjg{"ctg"ecnngf"cigpvu0""

STUDY GUIDE

BMMK5103 Marketing Management

Uvknn" qvjgtu" cuukuv" kp"vjg" fkuvtkdwvkqp" rtqeguu" dwv" pgkvjgt"vcmg"vjg"vkvng"vq"vjg"

iqqfu"pqt"pgiqvkcvg"rwtejcugu"qt"ucngu="vjg{"ctg"ecnngf"hceknkvcvqtu0""

:04"" Vjg"Korqtvcpeg"qh"Octmgvkpi"Ejcppgnu"

C" octmgvkpi" ejcppgn" u{uvgo" ku" vjg" rctvkewnct" ugv" qh" octmgvkpi" ejcppgnu" gornq{gf" d{" c" hkto0" Fgekukqpu" cdqwv" vjg" octmgvkpi" ejcppgn" u{uvgo" ctg" coqpi"vjg"oquv" etkvkecn"hcekpi"ocpcigogpv0"Kp"vjg" Wpkvgf"Uvcvgu." ejcppgn" ogodgtu" eqnngevkxgn{"gctp"octikpu"vjcv"ceeqwpv"hqt"52"vq"72"rgtegpv"qh"vjg"

wnvkocvg"ugnnkpi"rtkeg0""

Octmgvkpi"ejcppgnu"cnuq"tgrtgugpv"c"uwduvcpvkcn"qrrqtvwpkv{"equv<"

*c+" Eqpxgtvkpi" rqvgpvkcn" dw{gtu" kpvq" rtqhkvcdng" qtfgtu" ku" qpg" qh" vjg" ejkgh"

tqngu"qh"octmgvkpi"ejcppgnu0""

*d+" Octmgvkpi"ejcppgnu"owuv"pqv"lwuv"ugtxg"octmgvu."vjg{"owuv"cnuq"ocmg"

octmgvu0"

Vjg"ejcppgnu"ejqugp"chhgev"cnn"qvjgt"octmgvkpi"fgekukqpu<"

*c+" Vjg" eqorcp{‚u" rtkekpi" fgrgpfu" qp" yjgvjgt" kv" wugu" ocuu/

ogtejcpfkugtu"qt"jkij/swcnkv{"dqwvkswgu0"

*d+" Vjg"hkto‚u"ucngu"hqteg"cpf"cfxgtvkukpi"fgekukqpu"fgrgpf"qp"jqy"owej"

vtckpkpi"cpf"oqvkxcvkqp"fgcngtu"pggf0"

Kp" cffkvkqp." ejcppgn" fgekukqpu" kpxqnxg" tgncvkxgn{" nqpi/vgto" eqookvogpvu" vq" qvjgt" hktou" cu" ygnn" cu" c" ugv" qh" rqnkekgu" cpf" rtqegfwtgu0" " Kp" ocpcikpi" kvu" kpvgtogfkctkgu." vjg" hkto" owuv" fgekfg" jqy" owej" ghhqtv" vq" fgxqvg" vq" rwuj"

xgtuwu"rwnn"octmgvkpi0""

*c+" C" rwuj" uvtcvgi{" kpxqnxgu" vjg" ocpwhcevwtgt" wukpi" kvu" ucngu" hqteg" cpf" vtcfg"rtqoqvkqp"oqpg{"vq"kpfweg"kpvgtogfkctkgu"vq"ectt{."rtqoqvg"cpf" ugnn"vjg"rtqfwev"vq"gpf"wugtu0"Vjg"rwuj" uvtcvgi{"ku"crrtqrtkcvg"yjgtg" vjgtg" ku" nqy" dtcpf" nq{cnv{" kp" c" ecvgiqt{." dtcpf" ejqkeg" ku"ocfg" kp" vjg" uvqtgu." vjg" rtqfwev" ku" cp" korwnug" kvgo" cpf" rtqfwev" dgpghkvu" ctg" ygnn"

wpfgtuvqqf0""

*d+" C" rwnn" uvtcvgi{" kpxqnxgu" vjg" ocpwhcevwtgt" wukpi" cfxgtvkukpi" cpf" rtqoqvkqp"vq" kpfweg" eqpuwogtu"vq" cum" kpvgtogfkctkgu"hqt"vjg" rtqfwev." vjwu" kpfwekpi" vjg" kpvgtogfkctkgu" vq" qtfgt" kv0" Vjg" rwnn" uvtcvgi{" ku" crrtqrtkcvg" yjgp" vjgtg" ku" jkij" dtcpf" nq{cnv{" cpf" jkij" kpxqnxgogpv" kp" vjg" ecvgiqt{." yjgp" rgqrng" rgtegkxg" fkhhgtgpegu" dgvyggp" dtcpfu" cpf"

yjgp"rgqrng"ejqqug"vjg"dtcpf"dghqtg"vjg{"iq"vq"vjg"uvqtg0"

STUDY GUIDE

BMMK5103 Marketing Management

:05"" Vjg"Tqngu"qh"Octmgvkpi"Ejcppgnu"

Yj{" yqwnf" c" rtqfwegt" fgngicvg" uqog" qh"vjg" ugnnkpi" lqdu"vq" kpvgtogfkctkgu." tgnkpswkujkpi"eqpvtqn"qxgt"jqy"cpf"vq"yjqo"vjg"rtqfwevu"ctg"uqnfA"Vjtqwij" vjgkt" eqpvcevu." gzrgtkgpeg." urgekcnkucvkqp" cpf" uecng" qh" qrgtcvkqp." kpvgtogfkctkgu" ocmg" iqqfu" ykfgn{" cxckncdng" cpf" ceeguukdng" vq" vctigv" octmgvu." wuwcnn{" qhhgtkpi" vjg" hkto" oqtg" ghhgevkxgpguu" cpf" ghhkekgpe{" vjcp" kv"

ecp"cejkgxg"qp"kvu"qyp0""

C"octmgvkpi"ejcppgn"rgthqtou"vjg"yqtm"qh"oqxkpi"iqqfu"htqo"rtqfwegtu"vq"

eqpuwogtu0"Kv"qxgteqogu"vjg"vkog."rnceg"cpf"rquuguukqp"icru"vjcv"ugrctcvg"

iqqfu"cpf"ugtxkegu"htqo"vjqug"yjq"pggf"cpf"ycpv"vjgo0

Ogodgtu"qh"vjg"octmgvkpi"ejcppgn"rgthqto"c"pwodgt"qh"mg{"hwpevkqpu0"Uqog"

hwpevkqpu" eqpuvkvwvg" c" hqtyctf" hnqy" qh" cevkxkv{" htqo" vjg" eqorcp{" vq" vjg"

ewuvqogt0"Qvjgt"hwpevkqpu"eqpuvkvwvg"c"dcemyctf"hnqy"htqo"ewuvqogtu"vq"vjg"

eqorcp{0"

Vjg"urgekhke"tqngu"qh"octmgvkpi"ejcppgnu"ctg<" *c+" Dw{kpi"cpf"cuuqtvogpv"dwknfkpi=" *d+" Dwnm"dtgcmkpi=" *e+" Yctgjqwug"cpf"uvqtcig=" *f+" Hkpcpekpi=" *g+" Tkum"dgctkpi="" *h+" Octmgv"Kphqtocvkqp"icvjgtkpi1"rtqxkfkpi"kphqtocvkqp="" *i+" Ocpcigogpv"ugtxkegu"cpf"cfxkeg=" *j+" Eqpvcev="" *k+" Ocvejkpi="" *l+" Pgiqvkcvkqpu="" *m+" Rj{ukecn"fkuvtkdwvkqp1"vtcpurqtvcvkqp="cpf"" *n+" Rtqoqvkqp0"

:06"Ejcppgn"Fgukip"Fgekukqpu"

Vq"fgukip"c"octmgvkpi"ejcppgn"u{uvgo."octmgvgtu"cpcn{ug"ewuvqogt"pggfu." guvcdnkuj" ejcppgn" qdlgevkxgu." kfgpvkh{" oclqt" ejcppgn" cnvgtpcvkxgu" cpf"

gxcnwcvg"oclqt"ejcppgn"cnvgtpcvkxgu0"Vjg"hqnnqykpi"ctg"vjg"xctkqwu"fgekukqpu"

yjkej"pggf"vq"dg"ocfg"d{"octmgvgtu"yjgp"fgukipkpi"ejcppgnu0"Vjgug"ctg<"

STUDY GUIDE

BMMK5103 Marketing Management

*c+" Cpcn{ukpi"ewuvqogtu‚"fguktgf"ugtxkeg"qwvrwv"ngxgnu=" *d+" Guvcdnkujkpi"qdlgevkxgu"cpf"eqpuvtckpvu=" *e+" Kfgpvkh{kpi"cpf"gxcnwcvkpi"oclqt"ejcppgn"cnvgtpcvkxgu=" *f+" V{rgu"qh"kpvgtogfkctkgu=" *g+" Pwodgt"qh"kpvgtogfkctkgu="" *h+" Vgtou"cpf"tgurqpukdknkvkgu"qh"ejcppgn"ogodgtu="cpf" *i+" Gxcnwcvkpi"vjg"oclqt"cnvgtpcvkxgu0""

:07"" Ejcppgn"Ocpcigogpv"Fgekukqpu"

Chvgt"c"eqorcp{"jcu"ejqugp"c"ejcppgn"u{uvgo."kv"owuv"ugngev."vtckp."oqvkxcvg"

cpf"gxcnwcvg"kpfkxkfwcn"kpvgtogfkctkgu"hqt"gcej"ejcppgn0"Kv"owuv"cnuq"oqfkh{"

ejcppgn"fgukip"cpf"cttcpigogpvu"qxgt"vkog0""

Vjg"hqnnqykpi"ctg"vjg"xctkqwu"fgekukqpu"yjkej"pggf"vq"dg"ocfg"d{"octmgvgtu"

yjgp"ocpcikpi"ejcppgnu0"Vjg{"ctg<"

*c+" Ugngevkpi"ejcppgn"ogodgtu="" *d+" Vtckpkpi"cpf"oqvkxcvkpi"ejcppgn"ogodgtu=" *e+" Ejcppgn"rqygt=" *f+" Ejcppgn"rctvpgtujkru=" *g+" Gxcnwcvkpi"ejcppgn"ogodgtu=" *h+" Oqfkh{kpi"ejcppgn"fgukip"cpf"cttcpigogpvu="" *i+" Ejcppgn"gxqnwvkqp=" *j+" Ejcppgn"oqfkhkecvkqp"fgekukqpu="cpf"" *k+" Inqdcn"ejcppgn"eqpukfgtcvkqpu0"

:08"" Ejcppgnu"Eqphnkev."Eqqrgtcvkqp"cpf"Eqorgvkvkqp"

Uqog"ejcppgn"eqphnkev"ecp"dg"eqpuvtwevkxg"cpf"ngcf"vq"dgvvgt"cfcrvcvkqp"vq"c"

ejcpikpi"gpxktqpogpv."dwv"vqq"owej"ku"f{uhwpevkqpcn0"Vjg"ejcnngpig"ku"pqv"vq"

gnkokpcvg"eqphnkev"dwv"vq"ocpcig"kv"dgvvgt0""

Ugxgtcn"ogejcpkuou"hqt"ghhgevkxg"eqphnkev"ocpcigogpv"kpenwfg<"" *c+" Uvtcvgike"lwuvkhkecvkqp=" *d+" Fwcn"eqorgpucvkqp="

STUDY GUIDE

BMMK5103 Marketing Management

*e+" Uwrgtqtfkpcvg"iqcnu=" *f+" Gornq{gg"gzejcpig=" *g+" Lqkpv"ogodgtujkr=" *h+" Eq/qrvkqp=" *i+" Fkrnqoce{."ogfkcvkqp"cpf"ctdkvtcvkqp="cpf" *j+" Ngicn"tgeqwtug0"

Uvwf{"Swguvkqpu"

30" Fghkpg"octmgvkpi"ejcppgnu0"

40"

Nkuv" vjg" korqtvcpeg" qh" octmgvkpi" ejcppgnu" vq" dwukpguugu" cpf"

qticpkucvkqpu0"

50" Nkuv"vjg"tqngu"qh"octmgvkpi"ejcppgnu"kp"octmgvkpi0"

60" Nkuv"vjg"uvgru"kp"fgukipkpi"ghhgevkxg"octmgvkpi"ejcppgnu0"

70"

Gzrnckp" vjg" uvtcvgikgu" cxckncdng" hqt" octmgvgtu" kp" ocpcikpi" vjg"

ejcppgnu0"

80" Kfgpvkh{"vjg"v{rgu"qh"fgekukqpu"vjcv"pggf"vq"dg"ocfg"kp"qtfgt"vq"fgukip"

vjg"ejcppgnu"ghhgevkxgn{0"

90" Nkuv"cpf"gzrnckp"vjg"v{rgu"qh"fgekukqpu"vjcv"pggf"vq"dg"ocfg"kp"qtfgt"vq"

ocpcig"vjg"ejcppgnu"ghhgevkxgn{0"

:0" Yjcv"ku"ejcppgn"eqphnkevA" ;0" Kfgpvkh{"cpf"gzrnckp"vjg"uqwteg"qh"ejcppgn"eqphnkev0" 320" Fkuewuu"vjg"rquukdng"uqnwvkqpu"vq"ejcppgn"eqphnkev0"

330" C" itqwr" qh" gpvtgrtgpgwtu" ku" rncppkpi" vq" uvctv" c" hqqf" rtqeguukpi"

eqorcp{0"Eqoogpv"qp"vjg"nkmgn{"gxqnwvkqp"qh"vjg"eqorcp{)u"octmgvkpi"

ejcppgnu0"

340" Ogodgtu" qh" c" octmgvkpi" ejcppgn" rgthqto" vjtgg" v{rgu" qh" hwpevkqpu0" Rtqxkfg"gzcorngu"qh"vjgug"vjtgg"hwpevkqpu"kp"vjg"eqpvgzv"qh"c"rwdnkujkpi"

eqorcp{"yjkej"rwdnkujgu"dqqmu"cpf"ocic|kpgu0"

350" Ictqnfu"Uvqtgu"qrgtcvgu"cu"c"nqy"rtkeg"tgvckngt0"Kv"qhhgtu"jqog"hcujkqp" rtqfwevu." uwej" cu" ycnn" fgeqt." htcogu." ecpfngu." dcvj" cpf" dgffkpi" rtqfwevu."hwtpkvwtg." jqog" ceegpvu" cpf" mkvejgp" rtqfwevu0" Vjg"hkto" jcu"

ujqytqqou"cpf"tgvckn"uvqtgu"cetquu"Wpkvgf"Uvcvgu0"Ewuvqogtu"ecp"dw{"

rtqfwevu"kp"vjtgg"fkhhgtgpv"yc{u<" *c+"vjg{" ecp"rnceg"qtfgtu"qpnkpg"cpf" jcxg" vjg" rtqfwevu" ujkrrgf" vq" vjgkt" jqogu=" *d+" vjg{" ecp" dw{" fktgevn{" htqo" vjg" ujqytqqou" cpf" tgvckn" qwvngvu=" qt" *e+" vjg{" ecp" rnceg" qtfgtu" qpnkpg" cpf" rkem" vjgo" wr" htqo" vjg" pgctguv" ujqytqqo0" Yjcv" ctg" vjg"

STUDY GUIDE

BMMK5103 Marketing Management

dgpghkvu"vjcv"Ictqnfu"Uvqtgu" eqwnf"cejkgxg" d{" wukpi" xctkqwu" ejcppgnu" vq"ugnn"vq"ewuvqogtuA"

Ecug"Uvwf{"Swguvkqpu"

Cpuygt"CNN"Swguvkqpu"kp"vjg"hqnnqykpi"ecug"uvwfkgu<" " Coc|qp"Fqv"Eqo"Ecug"Uvwf{"*rngcug"tghgt"vq"rcigu"687"cpf"688+0" " Vgueq"Tgvckngt"Ecug"Uvwf{"*rngcug"tghgt"vq"rcigu"688"cpf"689+0"

STUDY GUIDE

BMMK5103 Marketing Management

Vqrke";<"Korngogpvcvkqp"cpf"Eqpvtqn"

Ngctpkpi"Qwveqogu"

D{"vjg"gpf"qh"vjku"vqrke."{qw"ujqwnf"dg"cdng"vq<" 30" Gzrnckp"vjg"vtgpfu"kp"octmgvkpi"rtcevkegu="" 40" Fkuewuu"vjg"korqtvcpeg"qh"kpvgtpcn"octmgvkpi"ocpcigogpv"cpf"uqekcnn{" tgurqpukdng"octmgvkpi"kp"uwrrqtvkpi"vjg"korngogpvcvkqp"cpf"eqpvtqn"qh" octmgvkpi"cevkxkvkgu="

50" Kfgpvkh{" vjg" korqtvcpv" curgevu" qh" octmgvkpi" korngogpvcvkqp" cpf" yjcv" ctg"vq"dg"fqpg"vq"korngogpv"vjg"uvtcvgikgu"eqttgevn{=""

60" Fkuewuu"vjg"eqpegrv"qh"octmgvkpi"gxcnwcvkqp"cpf"eqpvtqn="cpf"

70" Gzrnckp"vjg"uvtcvgikgu"vq"gxcnwcvg"vjg"octmgvkpi"korngogpvcvkqp"cu"ygnn"

cu"vjg"uvtcvgikgu"vq"eqpvtqn"vjg"octmgvkpi"cevkxkvkgu0"

Vqrke"Qxgtxkgy"

Vjgtg"ku"eqpuvcpv"fgdcvg"qp"yjgvjgt"uvtcvgi{"qt"gzgewvkqp"ku"oqtg"korqtvcpv0"

[gv."c"rqqt"rncp"ykvj"itgcv"korngogpvcvkqp"ku"pq"dgvvgt"vjcp"c"iqqf"rncp"ykvj"

rqqt"korngogpvcvkqp0"Vjg"vtwvj"ku"vjcv"dqvj"ctg"pgeguuct{"hqt"uweeguu0"Vjku"

vqrke" jkijnkijvu" vjg" kuuwgu" qh" uvtcvgi{" korngogpvcvkqp" cpf" eqpvtqn0" Vjg"

rncppgf"uvtcvgikgu"ujqwnf"dg"cdng"vq"dg"korngogpvgf0"Hwtvjgtoqtg."kv"pggfu"

eqpvtqn" uq" vjcv" uvtcvgikugf" eqwnf" dg" korngogpvgf" eqttgevn{" cpf" ghhgevkxgn{" ceeqtfkpi" vq" vjg" rncp0" Vjgtghqtg." vjg" kuuwgu" qh" qticpkucvkqp" qh" octmgvkpi" cevkxkvkgu" yknn" dg" fkuewuugf" vq" kpetgcug" {qwt" wpfgtuvcpfkpi" qh" vjku" uwdlgev" ocvvgt0" Octmgvkpi" korngogpvcvkqp" uvtcvgikgu" cpf" vjg" curgev" qh" octmgvkpi"

gxcnwcvkqp"cpf"eqpvtqn"yknn"cnuq"dg"jkijnkijvgf0"

STUDY GUIDE

BMMK5103 Marketing Management

Hqewu"Ctgcu"cpf"Cuukipgf"Tgcfkpiu"

Hqewu"Ctgcu"

Cuukipgf"Tgcfkpiu"

 

Mqvngt." R0." (" Mgnngt." M0" N0" *4228+0" Octmgvkpi" ocpcigogpv" *34vj" gf0+0"

Pgy"Lgtug{<"Rtgpvkeg"Jcnn0"

;03"Vtgpfu"kp"Octmgvkpi"Rtcevkegu"

Ejcrvgt"44."r"8650"

;04"Kpvgtpcn"Octmgvkpi"

Ejcrvgt"44."r"8670"

;05"Uqekcnn{"Tgurqpukdng"Octmgvkpi"

Ejcrvgt"44."r"8730"

;06"Octmgvkpi"Korngogpvcvkqp"

Ejcrvgt"44."r"8840"

;07"Gxcnwcvkqp"cpf"Eqpvtqn"

Ejcrvgt."44"rr"885/887"cpf"r"89;0"

Eqpvgpv"Uwooct{"

Vjku" vqrke" jkijnkijvu" vjg" ockp" hgcvwtgu" qh" uvtcvgi{" korngogpvcvkqp" cpf"

eqpvtqn0"Vjku"vqrke"ku"etwekcn"cu"kv"yknn"rtgrctg"{qw"ykvj"gzvgpukxg"mpqyngfig"

qp"jqy"vq"korngogpv"vjg"rncppgf"octmgvkpi"uvtcvgikgu"cpf"eqpvtqn"vjgo0"Vjg"

kuuwgu" qh" vtgpfu" kp" octmgvkpi" rtcevkegu" yknn" gzrqug" {qw" vq" vjg" curgevu" qh" ewttgpv" kuuwgu" kp" octmgvkpi" rtcevkegu0" [qw" cnuq" pggf" vq" wpfgtuvcpf" vjg" korqtvcpeg" qh" kpvgtpcn" octmgvkpi" ocpcigogpv" vq" uwrrqtv" vjg" rtqeguu" qh" octmgvkpi"korngogpvcvkqp"uvtcvgikgu"cu"ygnn"cu"vjg"gxcnwcvkqp"rtqeguu"qh"vjg"

korngogpvcvkqp0"

;03"" Vtgpfu"kp"Octmgvkpi"Rtcevkegu"

Tgegpvn{." octmgvgtu" jcxg" jcf" vq" qrgtcvg" kp" c" unqy/itqyvj" geqpqoke" gpxktqpogpv" ejctcevgtkugf" d{" fkuetkokpcvkpi" eqpuwogtu." ciitguukxg"

eqorgvkvkqp"cpf"c"vwtdwngpv"octmgvrnceg0"

Cu"eqpuwogtu"dgeqog"oqtg"fkuekrnkpgf"kp"vjgkt"urgpfkpi"cpf"cfqrv"c"›nguu" ku"oqtgfi"cvvkvwfg."kv"ku"kpewodgpv"wrqp"octmgvgtu"vq"etgcvg"cpf"eqoowpkecvg"

vjg"vtwg"xcnwg"qh"vjgkt"rtqfwevu"cpf"ugtxkegu0"

Cetquu" cnn" octmgvu." octmgvkpi" rncpu" cpf" rtqitcoogu" yknn" itqy" oqtg" nqecnkugf" cpf" ewnvwtcnn{" ugpukvkxg." yjkng" uvtqpi" dtcpfu" vjcv" ctg" ygnn" fkhhgtgpvkcvgf"cpf"eqpvkpwcnn{"kortqxgf"yknn"tgockp"hwpfcogpvcn"vq"octmgvkpi"

uweeguu0"

Dwukpguugu" yknn" eqpvkpwg" vq" wug" uqekcn" ogfkc" oqtg" cpf" vtcfkvkqpcn" ogfkc"

nguu0"Vjg"Ygd"cnnqyu"wprtgegfgpvgf"fgrvj"cpf"dtgcfvj"kp"eqoowpkecvkqpu"

STUDY GUIDE

BMMK5103 Marketing Management

cpf"fkuvtkdwvkqp."cpf"kvu"vtcpurctgpe{" tgswktgu" eqorcpkgu"vq"dg"jqpguv"cpf"

cwvjgpvke0"

Octmgvgtu" cnuq"hceg" gvjkecn" fkngoocu" cpf" rgtrngzkpi"vtcfgqhhu0"Eqpuwogtu" oc{" xcnwg" eqpxgpkgpeg." dwv" jqy" fq" yg" lwuvkh{" fkurqucdng" rtqfwevu" qt" gncdqtcvg"rcemcikpi"kp"c"yqtnf"vt{kpi"vq"okpkokug"ycuvgA"Kpetgcukpi"ocvgtkcn"

curktcvkqpu"ecp"fgh{"vjg"pggf"hqt"uwuvckpcdknkv{0"

Ikxgp" kpetgcukpi" eqpuwogt" ugpukvkxkv{" cpf" iqxgtpogpv" tgiwncvkqp." uoctv" eqorcpkgu"ctg"etgcvkxgn{"fgukipkpi"ykvj"gpgti{"ghhkekgpe{."ectdqp"hqqvrtkpvu." vqzkekv{" cpf" fkurqucdknkv{" kp" okpf0" Uqog" ctg" ejqqukpi" nqecn" uwrrnkgtu" qxgt"

fkuvcpv"qpgu0"Cwvq"eqorcpkgu"cpf"cktnkpgu"owuv"dg"rctvkewnctn{"eqpuekqwu"qh"

tgngcukpi"EQ4"kp"vjg"cvoqurjgtg0"

;04"" Kpvgtpcn"Octmgvkpi"

Kpvgtpcn" octmgvkpi" tgswktgu" vjcv" gxgt{qpg" kp" vjg" qticpkucvkqp" dw{" kpvq" vjg" eqpegrvu" cpf" iqcnu" qh" octmgvkpi" cpf" gpicig" kp" ejqqukpi." rtqxkfkpi" cpf"

eqoowpkecvkpi"ewuvqogt"xcnwg0"

Oqfgtp"octmgvkpi" fgrctvogpvu"oc{" dg" qticpkugf" kp" c" pwodgt" qh" fkhhgtgpv." uqogvkogu" qxgtncrrkpi" yc{u<" hwpevkqpcnn{." igqitcrjkecnn{." d{" rtqfwev" qt"

dtcpf."d{"octmgv."kp"c"ocvtkz."cpf"d{"eqtrqtcvg"qt"fkxkukqp0"

Wpfgt"vjg"octmgvkpi"eqpegrv."cnn"fgrctvogpvu"pggf"vq" ›vjkpm"ewuvqogtfi"cpf"

yqtm"vqigvjgt"vq"ucvkuh{"ewuvqogt"pggfu"cpf"gzrgevcvkqpu0"[gv."fgrctvogpvu"

fghkpg" eqorcp{" rtqdngou" cpf" iqcnu" htqo" vjgkt" xkgyrqkpv." uq" eqphnkevu" qh"

kpvgtguv"cpf"eqoowpkecvkqpu"rtqdngou"ctg"wpcxqkfcdng0"

;05"" Uqekcnn{"Tgurqpukdng"Octmgvkpi"

Ghhgevkxg" kpvgtpcn" octmgvkpi" owuv" dg" ocvejgf" d{" c" uvtqpi" ugpug" qh" gvjkeu." xcnwgu" cpf" uqekcn" tgurqpukdknkv{0" " Ugxgtcn" hqtegu" ftkxkpi" eqorcpkgu" vq" rtcevkeg"c"jkijgt"ngxgn"qh"eqtrqtcvg"uqekcn"tgurqpukdknkv{"ctg<"

*c+" Tkukpi"ewuvqogt"gzrgevcvkqpu=" *d+" Ejcpikpi"gornq{gg"gzrgevcvkqpu=" *e+" Iqxgtpogpv"ngikuncvkqp"cpf"rtguuwtg=" *f+" Kpxguvqt"kpvgtguv"kp"uqekcn"etkvgtkc="cpf" *g+" Ejcpikpi"dwukpguu"rtqewtgogpv"rtcevkegu0"

STUDY GUIDE

BMMK5103 Marketing Management

Kp"qtfgt"vq"dg"c"tgurqpukdng"octmgvkpi"qticpkucvkqp."octmgvgtu"pggf"vq"hqewu" qp"vjg"hqnnqykpi"gngogpvu<" *c+" Ngicn"dgjcxkqwt=" *d+" Gvjkecn"dgjcxkqwt=" *e+" Uqekcn"tgurqpukdknkv{"dgjcxkqwt="cpf" *f+" Uwuvckpcdknkv{0"

Vjg" dguv" uvtcvgi{" vq" ujqy" vjcv" vjg" octmgvgtu" ctg" uqekcnn{" tgurqpukdng" ku" wukpi" ecwug/tgncvgf" octmgvkpi" rtqitcoogu0" Ecwug/tgncvgf" octmgvkpi" ku" octmgvkpi" vjcv" nkpmu" vjg" hkto‚u" eqpvtkdwvkqpu" vq" c" fgukipcvgf" ecwug" vq" ewuvqogtu‚"gpicikpi"fktgevn{"qt"kpfktgevn{"kp" tgxgpwg/rtqfwekpi"vtcpucevkqpu"

ykvj"vjg"hkto0"

C"uweeguuhwn"ecwug/octmgvkpi"rtqitcoog"ecp"kortqxg"uqekcn"ygnhctg="etgcvg" fkhhgtgpvkcvgf" dtcpf" rqukvkqpkpi=" dwknf" uvtqpi" eqpuwogt" dqpfu=" gpjcpeg"vjg" eqorcp{‚u"rwdnke"kocig="etgcvg"c"tgugtxqkt"qh"iqqfyknn="dqquv"kpvgtpcn"oqtcng"

cpf"icnxcpkug"gornq{ggu="ftkxg"ucngu="cpf"kpetgcug"vjg"hkto‚u"octmgv"xcnwg0"

Ecwug/tgncvgf" octmgvkpi" rtqitcoogu" eqwnf" dcemhktg" kh" e{pkecn" eqpuwogtu" swguvkqp" vjg" nkpm" dgvyggp" vjg" rtqfwev" cpf" vjg" ecwug" cpf" ugg" vjg" hkto" cu"

dgkpi"ugnh/ugtxkpi"cpf"gzrnqkvcvkxg0"

Urgekhkecnn{."htqo"c"dtcpfkpi"rqkpv"qh"xkgy."ecwug"octmgvkpi"ecp<"" *c+" Dwknf"dtcpf"cyctgpguu=" *d+" Gpjcpeg"dtcpf"kocig=" *e+" Guvcdnkuj"dtcpf"etgfkdknkv{=" *f+" Gxqmg"dtcpf"hggnkpiu=" *g+" Etgcvkpi"c"ugpug"qh"dtcpf"eqoowpkv{="cpf" *h+" Gnkekv"dtcpf"gpicigogpv0"

;06"" Octmgvkpi"Korngogpvcvkqp"

Octmgvkpi" korngogpvcvkqp" ku" vjg" rtqeguu" vjcv" vwtpu" octmgvkpi" rncpu" kpvq" cevkqp" cuukipogpvu" cpf" gpuwtgu" vjcv" uwej" cuukipogpvu" ctg" gzgewvgf" kp" c"

ocppgt"vjcv"ceeqornkujgu"vjg"rncp‚u"uvcvgf"qdlgevkxgu0"

C" dtknnkcpv" uvtcvgike" octmgvkpi" rncp" eqwpvu" hqt" nkvvng" kh" kv" ku" pqv" korngogpvgf" rtqrgtn{0" Uvtcvgi{" cfftguugu" yjcv" cpf" yj{" qh" octmgvkpi" cevkxkvkgu0"

Korngogpvcvkqp"cfftguugu"vjg"yjq."yjgtg."yjgp"cpf"jqy0"

STUDY GUIDE

BMMK5103 Marketing Management

Eqorcpkgu" vqfc{" ctg" uvtkxkpi" vq" ocmg" vjgkt" octmgvkpi" qrgtcvkqpu" oqtg" ghhkekgpv" cpf" vjgkt" tgvwtp" qp" octmgvkpi" kpxguvogpv" oqtg" ogcuwtcdng0" Octmgvkpi" equvu" ecp" coqwpv"vq" cu"owej" cu" c" swctvgt" qh" c" eqorcp{‚u"vqvcn"

qrgtcvkpi"dwfigv0"Octmgvgtu"pggf"dgvvgt"vgorncvgu"hqt"octmgvkpi"rtqeguugu."

dgvvgt" ocpcigogpv" qh" octmgvkpi" cuugvu" cpf" dgvvgt" cnnqecvkqp" qh" octmgvkpi"

tguqwtegu0""

Octmgvkpi" tguqwteg" ocpcigogpv" *OTO+" uqhvyctg" rtqxkfgu" c" ugv" qh" Ygd/ dcugf" crrnkecvkqpu" vjcv" cwvqocvg" cpf" kpvgitcvg" rtqlgev" ocpcigogpv." ecorckip" ocpcigogpv." dwfigv" ocpcigogpv." cuugv" ocpcigogpv." dtcpf" ocpcigogpv." ewuvqogt" tgncvkqpujkr" ocpcigogpv" cpf" mpqyngfig"

ocpcigogpv0""

Vjg" mpqyngfig" ocpcigogpv" eqorqpgpv" eqpukuvu" qh" rtqeguu" vgorncvgu." jqy/vq" yk|ctfu" cpf" dguv" rtcevkegu0" Uqhvyctg" rcemcigu" ecp" rtqxkfg" yjcv" uqog" jcxg" ecnngf" fgumvqr" octmgvkpi." ikxkpi" octmgvgtu" kphqtocvkqp" cpf" fgekukqp" uvtwevwtgu"qp" eqorwvgt"fcujdqctfu0"OTO" uqhvyctg"ngvu"octmgvgtu" kortqxg" urgpfkpi" cpf" kpxguvogpv" fgekukqpu." dtkpi" pgy" rtqfwevu"vq"octmgv"

oqtg"swkemn{0"

;07"" Gxcnwcvkqp"cpf"Eqpvtqn"

Octmgvkpi" eqpvtqn" ku" vjg" rtqeguu" d{" yjkej" hktou" cuuguu" vjg" ghhgevu" qh" vjgkt" octmgvkpi" cevkxkvkgu" cpf" rtqitcoogu" cpf" ocmg" pgeguuct{" ejcpigu" cpf"

cflwuvogpvu0

Vjgtg"ctg"hqwt"v{rgu"qh"octmgvkpi"eqpvtqnu<" *c+" Cppwcn/rncp"eqpvtqn=" *d+" Rtqhkvcdknkv{"eqpvtqn=" *e+" Ghhkekgpe{"eqpvtqn="cpf" *f+" Uvtcvgike"eqpvtqn0"

C"octmgvkpi"cwfkv"ku"c"eqortgjgpukxg."u{uvgocvke."kpfgrgpfgpv"cpf"rgtkqfke" gzcokpcvkqp" qh" c" eqorcp{‚u" qt" dwukpguu" wpkv‚u" octmgvkpi" gpxktqpogpv." qdlgevkxgu." uvtcvgikgu." cpf" cevkxkvkgu" ykvj" c" xkgy" vq" fgvgtokpkpi" rtqdngo" ctgcu"cpf"qrrqtvwpkvkgu"cpf" tgeqoogpfkpi"c"rncp"qh"cevkqp"vq"kortqxg"vjg"

eqorcp{‚u"octmgvkpi"rgthqtocpeg0

Vjg"octmgvkpi"cwfkv"jcu"hqwt"ejctcevgtkuvkeu<" *c+" Eqortgjgpukxg=" *d+" U{uvgocvke="

STUDY GUIDE

BMMK5103 Marketing Management

*e+" Kpfgrgpfgpv="cpf" *f+" Rgtkqfke0"

C"octmgvkpi"cwfkv"uvctvu"qwv"ykvj"c"oggvkpi"dgvyggp"vjg"eqorcp{"qhhkegt*u+"

cpf"vjg"octmgvkpi"cwfkvqt*u+"vq"yqtm"qwv"cp"citggogpv"qp"vjg"cwfkvu0"

Vjg" octmgvkpi" cwfkv" gzcokpgu" ukz" oclqt" eqorqpgpvu" qh" vjg" eqorcp{‚u"

octmgvkpi"ukvwcvkqp0"

Uvwf{"Swguvkqpu"

30" Gzrnckp"vjg"vtgpfu"kp"octmgvkpi"rtcevkegu0" 40" Fkuewuu"vjg"korqtvcpeg"qh"kpvgtpcn"octmgvkpi"ocpcigogpv0""

50" Kfgpvkh{" vjg" curgevu" qh" uqekcnn{" tgurqpukdng" octmgvkpi" vjcv" octmgvgtu" pggf" vq" hqewu" kp" uwrrqtvkpi" vjg" korngogpvcvkqp" cpf" eqpvtqn" qh"

octmgvkpi"cevkxkvkgu0"

60" Kfgpvkh{" vjg" korqtvcpv" curgevu" qh" octmgvkpi" korngogpvcvkqp" cpf" yjcv"

pggfu"vq"dg"fqpg"vq"korngogpv"vjg"uvtcvgikgu"eqttgevn{0"

70" Fkuewuu"vjg"eqpegrv"qh"octmgvkpi"gxcnwcvkqp"cpf"eqpvtqn0"" 80" Gzrnckp"vjg"uvtcvgikgu"vq"gxcnwcvg"vjg"octmgvkpi"korngogpvcvkqp0" 90" Gzrnckp"vjg"uvtcvgikgu"vq"eqpvtqn"vjg"octmgvkpi"cevkxkvkgu0"

:0" Fguetkdg" vjg" hwpevkqpcn" qticpkucvkqp" qh" c" octmgvkpi" fgrctvogpv" kp"

vgtou"qh"kvu"uvtwevwtg."cfxcpvcigu"cpf"fkucfxcpvcigu0"

;0" Gzrnckp" vjg" rtqfwev/" qt" dtcpf/ocpcigogpv" qticpkucvkqp" cpf" nkuv" kvu"

cfxcpvcigu"cpf"fkucfxcpvcigu0"

320" Ocp{" eqorcpkgu" ctg" dgikppkpi" vq" tgcnkug" vjcv" vjg{" ctg" pqv" tgcnn{"

octmgv"cpf"ewuvqogt"ftkxgp."vjg{"ctg"rtqfwev"cpf"ucngu"ftkxgp0"Kp"vjg"

cvvgorv" vq" vtcpuhqto" vjgougnxgu" kpvq" vtwg" octmgv/ftkxgp" eqorcpkgu." hktou"ctg" tgswktgf"vq" ejcpig0"Fguetkdg"cpf"gzrnckp"yjcv" ejcpigu"ctg"

pgeguuct{0"

330" Yjcv" ku" uwuvckpcdknkv{A" Jqy" ku" kv" tgncvgf" vq" vjg" eqpegrv" qh" itggpycujkpiA

340" Yjcv"ctg"uqog"qh"vjg"dtcpf"dgpghkvu"vjcv"ecp"ceetwg"vq"c"eqorcp{"vjcv" gpicigu"kp"ecwug"octmgvkpiA"

350" Kfgpvkh{" vjtgg" mg{" uweeguu" hcevqtu" kp" fgxgnqrkpi" cpf" korngogpvkpi" c"

uqekcn"octmgvkpi"rtqitcoog0"

360" Dtkghn{"gzrnckp"vjg"eqpegrv"qh"cppwcn/rncp"eqpvtqn0"

STUDY GUIDE

BMMK5103 Marketing Management

370" Yjcv" ku" c" octmgvkpi" cwfkvA" Gzrnckp" vjg" hqwt" ejctcevgtkuvkeu" qh" c"

octmgvkpi"cwfkv0"

380" Yjcv" ctg" uqog" qh" vjg" hqtegu" vjcv" ctg" ftkxkpi" eqorcpkgu" vq" rtcevkeg" eqtrqtcvg"uqekcn"tgurqpukdknkv{A"

390" Jqy"ecp"hktou"rtqoqvg"gvjkecn"dgjcxkqwt"coqpi"vjgkt"gornq{gguA"

3:0" Fghkpg"ecwug/tgncvgf"octmgvkpi0"Yjcv"ku"vjg"fkhhgtgpeg"dgvyggp"ecwug/ tgncvgf"octmgvkpi"cpf"uqekcn"octmgvkpiA"

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STUDY GUIDE

BMMK5103 Marketing Management

STUDY GUIDE

BMMK5103 Marketing Management

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STUDY GUIDE

BMMK5103 Marketing Management

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