Marketing Management

1. Define marketing and explain how it create utility.

- Marketing transactions create utility, which refers to the sum of the
benefits we receive when we use a good or a service. Utility is the use
or satisfaction a person gets from a product. Marketing makes life of
people easier by ensuring people have the type of product they want,
where and when they want it.
2. What are the three factors have forced marketers to embrace a
global marketplace? International agreement is negotiated to
expand among nations.
- Three factors have forced marketers to embrace a global
marketplace: expanded international trade agreements, new
technologies that have brought previously isolated nations to
the marketplace, and greater interdependence of the world’s
economies.
3. What is the major distribution between the product era and the sales
era?
- In the product era, marketing was less about establishing cost
leadership and universal distribution and more about relying on the
attributes of the product itself to attract consumers.
- In the sales era, companies viewed aggressive promotion as the key
to success. Any product can succeed, the thinking went, if a company
just pushed it hard enough. Kotler refers to this as businesses "selling
what they make, rather than making what the market wants to buy."

Situation Analysis
1. Consider each of the following firms and describe how the form
goods and services can create different type of utility . If necessary,
on online to the company website to learn more about it..
a. Visa or MasterCard
- Visa and MasterCard are the only network payment processors that
are involved in all three areas of the payments market. Working
exclusively as network processors, these two companies have a unique
edge but operate differently.
 b. Super value Supermarket
- SuperValue is a chain of locally owned and
operated supermarkets in New Zealand, established in 1964. The
stores are operated under franchise agreements, with franchise and
group operation controlled by Wholesale Distributors Limited (WDL).
c. Club med
- Club Med SAS, commonly known as Club Med and previously known
as Club Méditerranée SA, is a French travel and tourism operator
headquartered in Paris, specializing in all-inclusive holidays.

2. Research
Microsoft

Microsoft Word or MS Word (often called Word) is a graphical word

processing program that users can type with. It is made by
the computer companyMicrosoft. Its purpose is to allow users to type and
save documents.

The program is very popular.

Without configuration the program saved the document in a proprietary file

format, so other programs could not open it. When the user sent his
document to a friend, the friend needed a copy of Microsoft Word to read
the document. Then that friend would probably also save documents in the
same secret format of Word. This gave Microsoft Word a dominant position.

Similar to other word processors, it has helpful tools to make documents.

 Spelling & grammar checker, word count (this also counts letters and

lines)
 Speech recognition
 Inserts pictures in documents
 Choice of typefaces
 Special codes
  Web pages, graphs, etc.
 Tables
 Displays synonyms of words and can read out the text
 Prints in different ways

Microsoft Word is a part of Microsoft Office, but can also be bought

separately.