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NANYANG TECHNOLOGICAL UNIVERSITY SINGAPORE BU5501 LEC 1 SLIDE 1 Any distribution or reproduction of part or all of the contents in any form is prohibited.
 PAINTINGS BY: OLEG SHUPLYAK

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NANYANG TECHNOLOGICAL UNIVERSITY SINGAPORE BU5501 LEC 1 SLIDE 2 Any distribution or reproduction of part or all of the contents in any form is prohibited.
 NANYANG
TECHNOLOGICAL
UNIVERSITY
SINGAPORE

BU5501
MARKETING FOR THE
21ST CENTURY
LECTURE 1: MARKETING OVERVIEW

Dr. Boey Yew Tung

Senior Lecturer
Division of Marketing
Nanyang Business School

Semester 1 AY2023/24
© NANYANG TECHNOLOGICAL UNIVERSITY, 2023
NANYANG TECHNOLOGICAL UNIVERSITY SINGAPORE BU5501 LEC 1 SLIDE 3 Any distribution or reproduction of part or all of the contents in any form is prohibited.
LECTURE SESSIONS

01 MARKETING OVERVIEW
06 PRODUCT MANAGEMENT

02 SUSTAINABLE GLOBAL MARKETING

07 PRICING MANAGEMENT
MARKETING STRATEGY &
03
CUSTOMER VALUE
08 CHANNEL MANAGEMENT

04 THE ENVIRONMENT AND THE MARKET IMC: ADVERTISING, PUBLIC RELATIONS, PERSONAL
4 09 SELLING, SALES PROMOTION, DIRECT, ONLINE, SOCIAL
CUSTOMER DRIVEN MARKETING & MEDIA & MOBILE MARKETING
05
COMPETITIVE ADVANTAGE

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NANYANG TECHNOLOGICAL UNIVERSITY SINGAPORE BU5501 LEC 1 SLIDE 4 Any distribution or reproduction of part or all of the contents in any form is prohibited.
LEARNING OBJECTIVES

1. WHAT IS MARKETING?

2. THE MARKETPLACE AND CUSTOMER NEEDS

3. CUSTOMER DRIVEN MARKETING

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NANYANG TECHNOLOGICAL UNIVERSITY SINGAPORE BU5501 LEC 1 SLIDE 5 Any distribution or reproduction of part or all of the contents in any form is prohibited.
LEARNING OUTCOMES
DEFINE MARKETING AND EXPLAIN ITS CORE CONCEPTS

• CUSTOMER NEEDS, WANTS, AND DEMANDS

• MARKET OFFERINGS YOU SHOULD
• VALUE AND SATISFACTION
• EXCHANGES AND RELATIONSHIPS
BE ABLE TO:
• MARKETS

EXPLAIN THE MARKETPLACE AND CUSTOMER NEEDS

DESCRIBE CUSTOMER DRIVEN MARKETING

6

• MARKETING MANAGEMENT AND THE FIVE ORIENTATIONS

• INTEGRATED MARKETING PROGRAM AND THE MARKETING MIX

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NANYANG TECHNOLOGICAL UNIVERSITY SINGAPORE BU5501 LEC 1 SLIDE 6 Any distribution or reproduction of part or all of the contents in any form is prohibited.
 IS THIS MARKETING?

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NANYANG TECHNOLOGICAL UNIVERSITY SINGAPORE BU5501 LEC 1 SLIDE 7 Any distribution or reproduction of part or all of the contents in any form is prohibited.
 IS THIS MARKETING?

Mr Beast Logan Paul & KSI

Charli D'amelio & Khaby Lame
Most-Subscribed Individual user on YouTubers turned Entrepreneurs and
Tik Tok's most followed creators, June 2023
YouTube, June 2023 created their own hydration drink, PRIME https://www.scmp.com/magazines/style/celebrity/article/3194109/mee
t-khaby-lame-tiktoks-most-followed-influencer-how
https://www.rollingstone.com/culture/culture- https://www.thedrum.com/news/2023/01/13/ksi-and-
https://finance.yahoo.com/news/charli-d-amelio-net-worth-
features/mrbeast-youtube-cover-story-interview- logan-paul-s-prime-hydration-fire-should-gatorade-be-
043020636.html
1334604/ worried

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NANYANG TECHNOLOGICAL UNIVERSITY SINGAPORE BU5501 LEC 1 SLIDE 8 Any distribution or reproduction of part or all of the contents in any form is prohibited.
MOST FOLLOWED TIKTOK CREATOR WORLDWIDE AS
OF MARCH 2023 https://www.statista.com/statistics/1078315/most-
followers-tiktok-global/

What is the impact of

TikTok
• On consumers?
• How can marketers
respond?
9

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NANYANG TECHNOLOGICAL UNIVERSITY SINGAPORE BU5501 LEC 1 SLIDE 9 Any distribution or reproduction of part or all of the contents in any form is prohibited.
LECTURE OUTLINE

1. WHAT IS MARKETING
A. MARKETING DEFINED
B. THE MARKETING PROCESS

4. EXERCISE/REFLECTION
2. THE MARKETPLACE AND CUSTOMER NEEDS
A. CUSTOMER NEEDS, WANTS AND DEMANDS
B. MARKET OFFERINGS
C. CUSTOMER VALUE AND SATISFACTION
D. EXCHANGES AND RELATIONSHIPS 5. SUMMARY
E. MARKETS
10

3. CUSTOMER DRIVEN MARKETING

A. SELECTING CUSTOMERS TO SERVE
B. CHOOSING VALUE PROPOSITION
C. MARKETING MANAGEMENT ORIENTATIONS
D. SOCIETAL MARKETING CONCEPT
E. THE CHANGING MARKETING LANDSCAPE
© NANYANG TECHNOLOGICAL UNIVERSITY, 2023
NANYANG TECHNOLOGICAL UNIVERSITY SINGAPORE BU5501 LEC 1 SLIDE 10 Any distribution or reproduction of part or all of the contents in any form is prohibited.
LECTURE OUTLINE

1. WHAT IS MARKETING
A. MARKETING DEFINED
B. THE MARKETING PROCESS

4. EXERCISE/REFLECTION
2. THE MARKETPLACE AND CUSTOMER NEEDS
A. CUSTOMER NEEDS, WANTS AND DEMANDS
B. MARKET OFFERINGS
C. CUSTOMER VALUE AND SATISFACTION
D. EXCHANGES AND RELATIONSHIPS 5. SUMMARY
E. MARKETS
11

3. CUSTOMER DRIVEN MARKETING

A. SELECTING CUSTOMERS TO SERVE
B. CHOOSING VALUE PROPOSITION
C. MARKETING MANAGEMENT ORIENTATIONS
D. SOCIETAL MARKETING CONCEPT
E. THE CHANGING MARKETING LANDSCAPE
© NANYANG TECHNOLOGICAL UNIVERSITY, 2023
NANYANG TECHNOLOGICAL UNIVERSITY SINGAPORE BU5501 LEC 1 SLIDE 11 Any distribution or reproduction of part or all of the contents in any form is prohibited.
 Image by O-Seop Sim from Pexels on Canva

12

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NANYANG TECHNOLOGICAL UNIVERSITY SINGAPORE BU5501 LEC 1 SLIDE 12 Any distribution or reproduction of part or all of the contents in any form is prohibited.
 MARKETING IS A PROCESS BY WHICH
COMPANIES CREATE VALUE FOR CUSTOMERS
AND BUILD STRONG CUSTOMER
RELATIONSHIPS TO CAPTURE VALUE FROM
13

CUSTOMERS IN RETURN.

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NANYANG TECHNOLOGICAL UNIVERSITY SINGAPORE BU5501 LEC 1 SLIDE 13 Any distribution or reproduction of part or all of the contents in any form is prohibited.
 Not an interruption of our
work – he/she is the
purpose of it
Not someone to argue
with or match wits Not a statistic – he/she
against – he/she is a is a flesh-and-blood
person who brings us human being
his/her wants. If we completely equipped
have sufficient with biases, prejudices,
imagination, we will emotions, pulse, blood
endeavor to handle THE CUSTOMER IS.... chemistry and possibly
them profitably to a deficiency of certain
him/her and to vitamins
ourselves
14

Not dependent upon us – Not a rank outsider to our

we are dependent upon business – he/she is a
part of it
INTERVIEW WITH KENNETH B. ELLIOTT, VICE

him/her PRESIDENT IN CHARGE OF SALES FOR THE

STUDEBAKER CORPORATION (A NOW-
DEFUNCT AUTOMOBILE COMPANY)
“PRINTERS’ INK: A JOURNAL FOR
ADVERTISERS” IN 1941

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NANYANG TECHNOLOGICAL UNIVERSITY SINGAPORE BU5501 LEC 1 SLIDE 14 Any distribution or reproduction of part or all of the contents in any form is prohibited.
 15

© NANYANG TECHNOLOGICAL UNIVERSITY, 2023

NANYANG TECHNOLOGICAL UNIVERSITY SINGAPORE BU5501 LEC 1 SLIDE 15 Any distribution or reproduction of part or all of the contents in any form is prohibited.
LECTURE OUTLINE

1. WHAT IS MARKETING
A. MARKETING DEFINED
B. THE MARKETING PROCESS

4. EXERCISE/REFLECTION
2. THE MARKETPLACE AND CUSTOMER NEEDS
A. CUSTOMER NEEDS, WANTS AND DEMANDS
B. MARKET OFFERINGS
C. CUSTOMER VALUE AND SATISFACTION
D. EXCHANGES AND RELATIONSHIPS 5. SUMMARY
E. MARKETS
16

3. CUSTOMER DRIVEN MARKETING

A. SELECTING CUSTOMERS TO SERVE
B. CHOOSING VALUE PROPOSITION
C. MARKETING MANAGEMENT ORIENTATIONS
D. SOCIETAL MARKETING CONCEPT
E. THE CHANGING MARKETING LANDSCAPE
© NANYANG TECHNOLOGICAL UNIVERSITY, 2023
NANYANG TECHNOLOGICAL UNIVERSITY SINGAPORE BU5501 LEC 1 SLIDE 16 Any distribution or reproduction of part or all of the contents in any form is prohibited.
2. UNDERSTANDING THE MARKET PLACE AND CUSTOMER NEEDS
Image by NICE GUYS from Pexels on Canva

17

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NANYANG TECHNOLOGICAL UNIVERSITY SINGAPORE BU5501 LEC 1 SLIDE 17 Any distribution or reproduction of part or all of the contents in any form is prohibited.
 CUSTOMER
MARKETS
NEEDS, WANTS
AND DEMANDS

CORE
EXCHANGES CONCEPTS
AND MARKET
RELATIONSHIPS OFFERINGS
18

VALUE
AND
SATISFACTION

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NANYANG TECHNOLOGICAL UNIVERSITY SINGAPORE BU5501 LEC 1 SLIDE 18 Any distribution or reproduction of part or all of the contents in any form is prohibited.
 States of deprivation:
•Physical—food, clothing, warmth, safety
NEEDS •Social—belonging and affection
•Individual—knowledge and self-
expression

Form that needs take as they are shaped

WANTS by culture and individual personality
19

DEMANDS Wants backed by buying power

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NANYANG TECHNOLOGICAL UNIVERSITY SINGAPORE BU5501 LEC 1 SLIDE 19 Any distribution or reproduction of part or all of the contents in any form is prohibited.
 MARKET OFFERINGS ARE SOME COMBINATION OF PRODUCTS,
SERVICES, INFORMATION, OR EXPERIENCES OFFERED TO A MARKET
TO SATISFY A NEED OR WANT.
EXAMPLES:
• Products – shoes, cameras, jeans, property, ...
• Services – Legal, Medical, Dental, Financial, ... SO WHAT ARE
• Information – Data, Trends, Behavior, ... AIRBNB, GRAB
• Experiences – Holidays, Movies, Amusement 20
Parks, ...
• Places – Countries, Cities, For Investment or Holiday... &
• Events – Earth Day, Mother's Day, Music Festivals, ... CAROUSELL?
• Persons – Celebrities, Politicians, Influencers ...
• Organizations - Charities, NGO's
• Ideas – Speak Mandarin, "Drink Responsibly", ...
© NANYANG TECHNOLOGICAL UNIVERSITY, 2023
NANYANG TECHNOLOGICAL UNIVERSITY SINGAPORE BU5501 LEC 1 SLIDE 20 Any distribution or reproduction of part or all of the contents in any form is prohibited.
 21

© NANYANG TECHNOLOGICAL UNIVERSITY, 2023

NANYANG TECHNOLOGICAL UNIVERSITY SINGAPORE BU5501 LEC 1 SLIDE 21 Any distribution or reproduction of part or all of the contents in any form is prohibited.
• Choose any product or service you are
familiar with
• Can you identify any “marketing
activities” done by the company? 22

• Make a list of these “marketing

activities”
© NANYANG TECHNOLOGICAL UNIVERSITY, 2023
NANYANG TECHNOLOGICAL UNIVERSITY SINGAPORE BU5501 LEC 1 SLIDE 22 Any distribution or reproduction of part or all of the contents in any form is prohibited.
 CUSTOMERS
• VALUE &
SATISFACTION

23

MARKETERS
• SET THE RIGHT LEVEL OF
EXPECTATIONS
• NOT TOO HIGH OR LOW
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NANYANG TECHNOLOGICAL UNIVERSITY SINGAPORE BU5501 LEC 1 SLIDE 23 Any distribution or reproduction of part or all of the contents in any form is prohibited.
PRICE/VALUE

24

HAWKER CENTRE FOOD COURT RESTAURANT HOTEL

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NANYANG TECHNOLOGICAL UNIVERSITY SINGAPORE BU5501 LEC 1 SLIDE 24 Any distribution or reproduction of part or all of the contents in any form is prohibited.
 EXCHANGE IS THE ACT OF OBTAINING A DESIRED
OBJECT FROM SOMEONE BY OFFERING SOMETHING
IN RETURN
25

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NANYANG TECHNOLOGICAL UNIVERSITY SINGAPORE BU5501 LEC 1 SLIDE 25 Any distribution or reproduction of part or all of the contents in any form is prohibited.
 MARKETS ARE THE SET OF ACTUAL AND POTENTIAL
BUYERS OF A PRODUCT

26

MAJOR ENVIRONMENTAL FORCES

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NANYANG TECHNOLOGICAL UNIVERSITY SINGAPORE BU5501 LEC 1 SLIDE 26 Any distribution or reproduction of part or all of the contents in any form is prohibited.
LECTURE OUTLINE

1. WHAT IS MARKETING
A. MARKETING DEFINED
B. THE MARKETING PROCESS

4. EXERCISE/REFLECTION
2. THE MARKETPLACE AND CUSTOMER NEEDS
A. CUSTOMER NEEDS, WANTS AND DEMANDS
B. MARKET OFFERINGS
C. CUSTOMER VALUE AND SATISFACTION
D. EXCHANGES AND RELATIONSHIPS 5. SUMMARY
E. MARKETS
27

3. CUSTOMER DRIVEN MARKETING

A. SELECTING CUSTOMERS TO SERVE
B. CHOOSING VALUE PROPOSITION
C. MARKETING MANAGEMENT ORIENTATIONS
D. SOCIETAL MARKETING CONCEPT
E. THE CHANGING MARKETING LANDSCAPE

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NANYANG TECHNOLOGICAL UNIVERSITY SINGAPORE BU5501 LEC 1 SLIDE 27 Any distribution or reproduction of part or all of the contents in any form is prohibited.
3. DESIGNING A CUSTOMER DRIVEN MARKETING STRATEGY

MARKETING MANAGEMENT IS THE ART AND

SCIENCE OF CHOOSING TARGET MARKETS AND
BUILDING PROFITABLE RELATIONSHIPS WITH THEM
28

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NANYANG TECHNOLOGICAL UNIVERSITY SINGAPORE BU5501 LEC 1 SLIDE 28 Any distribution or reproduction of part or all of the contents in any form is prohibited.
 MARKETING SEGMENTATION TARGET MARKETING

LECTURE
5
29

DIVIDING THE MARKETS INTO SEGMENTS OF CUSTOMERS. WHICH SEGMENTS TO GO AFTER

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NANYANG TECHNOLOGICAL UNIVERSITY SINGAPORE BU5501 LEC 1 SLIDE 29 Any distribution or reproduction of part or all of the contents in any form is prohibited.
THE VALUE PROPOSITION IS
THE SET OF BENEFITS OR
VALUES A COMPANY
PROMISES TO DELIVER TO
CUSTOMERS TO SATISFY
30

THEIR NEEDS

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NANYANG TECHNOLOGICAL UNIVERSITY SINGAPORE BU5501 LEC 1 SLIDE 30 Any distribution or reproduction of part or all of the contents in any form is prohibited.
 31

© NANYANG TECHNOLOGICAL UNIVERSITY, 2023

NANYANG TECHNOLOGICAL UNIVERSITY SINGAPORE BU5501 LEC 1 SLIDE 31 Any distribution or reproduction of part or all of the contents in any form is prohibited.
 Societal
Production Product Selling Marketing
Marketing
concept concept concept concept
concept

32

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NANYANG TECHNOLOGICAL UNIVERSITY SINGAPORE BU5501 LEC 1 SLIDE 32 Any distribution or reproduction of part or all of the contents in any form is prohibited.
 MARKETING CONCEPT IS THE IDEA THAT ACHIEVING
ORGANIZATIONAL GOALS DEPENDS ON KNOWING
THE NEEDS AND WANTS OF THE TARGET MARKETS
AND DELIVERING THE DESIRED SATISFACTIONS
BETTER THAN COMPETITORS DO
33

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NANYANG TECHNOLOGICAL UNIVERSITY SINGAPORE BU5501 LEC 1 SLIDE 33 Any distribution or reproduction of part or all of the contents in any form is prohibited.
 SOCIETAL MARKETING CONCEPT IS THE IDEA THAT A
COMPANY SHOULD MAKE GOOD MARKETING
DECISIONS BY CONSIDERING CONSUMERS’ WANTS,
THE COMPANY’S REQUIREMENTS, CONSUMERS’
LONG-TERM INTERESTS, AND SOCIETY’S LONG-RUN
34

INTERESTS

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NANYANG TECHNOLOGICAL UNIVERSITY SINGAPORE BU5501 LEC 1 SLIDE 34 Any distribution or reproduction of part or all of the contents in any form is prohibited.
 SOCIETY
(HUMAN WELFARE)

35

CONSUMERS COMPANY
(WANT SATISFACTION) (PROFITS)

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NANYANG TECHNOLOGICAL UNIVERSITY SINGAPORE BU5501 LEC 1 SLIDE 35 Any distribution or reproduction of part or all of the contents in any form is prohibited.
 1 NOT-FOR-PROFIT MARKETING GROWTH

2 RAPID GLOBALIZATION

36

3 SUSTAINABLE MARKETING

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NANYANG TECHNOLOGICAL UNIVERSITY SINGAPORE BU5501 LEC 1 SLIDE 36 Any distribution or reproduction of part or all of the contents in any form is prohibited.
 DIGITAL AND SOCIAL MEDIA MARKETING INVOLVES USING
DIGITAL MARKETING TOOLS SUCH AS WEB SITES, SOCIAL
MEDIA, MOBILE ADS AND APPS, ONLINE VIDEOS, E-MAIL,
AND BLOGS THAT ENGAGE CONSUMERS ANYWHERE, AT
ANY TIME, VIA THEIR DIGITAL DEVICES.
37

Konica/Minolta – 3:38

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NANYANG TECHNOLOGICAL UNIVERSITY SINGAPORE BU5501 LEC 1 SLIDE 37 Any distribution or reproduction of part or all of the contents in any form is prohibited.
 Is it possible to design a
“Customer-Driven Marketing Strategy”?

What problems or conflicts do you foresee?

38

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NANYANG TECHNOLOGICAL UNIVERSITY SINGAPORE BU5501 LEC 1 SLIDE 38 Any distribution or reproduction of part or all of the contents in any form is prohibited.
 INTEGRATED
THE MARKETING MIX MARKETING PROGRAM

LECTURE
6 to 9
39

THE SET OF TOOLS (FOUR PS) THE FIRM USES TO A COMPREHENSIVE PLAN THAT
IMPLEMENT ITS MARKETING STRATEGY. IT INCLUDES COMMUNICATES AND DELIVERS THE
PRODUCT, PRICE, PROMOTION, AND PLACE. INTENDED VALUE TO CHOSEN
CUSTOMERS.

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NANYANG TECHNOLOGICAL UNIVERSITY SINGAPORE BU5501 LEC 1 SLIDE 39 Any distribution or reproduction of part or all of the contents in any form is prohibited.
LECTURE 1

40

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NANYANG TECHNOLOGICAL UNIVERSITY SINGAPORE BU5501 LEC 1 SLIDE 40 Any distribution or reproduction of part or all of the contents in any form is prohibited.
 Is Marketing different from Selling?

Find examples of companies (not mentioned in

lectures) that practice Marketing and those that
practice Selling.
41

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NANYANG TECHNOLOGICAL UNIVERSITY SINGAPORE BU5501 LEC 1 SLIDE 41 Any distribution or reproduction of part or all of the contents in any form is prohibited.
 1.
2.
3.
4.
5.
........... 42

...........
Discussion – Escape from the Office | Apple at Work

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NANYANG TECHNOLOGICAL UNIVERSITY SINGAPORE BU5501 LEC 1 SLIDE 42 Any distribution or reproduction of part or all of the contents in any form is prohibited.
 • Review Lecture
• Make your summary or update outlines
• Please be punctual
• Read the relevant chapters of text and lecture 43

materials before class

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 44

ANY QUESTIONS?

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