Tutorial 1

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TUTORIAL 1 / WEEK 2
Chapter 1: The Meaning of Marketing
Chapter 4: A Broader Perspective on Marketing / Marketing Ethics
CLASS ACTIVITIES:

Discussion of MIB

Revise Chapter 1 & 4

Tutorial questions
WEEKLY QUESTIONS:
Chapter 1
1. Briefly compare and contrast the concepts of needs, wants, and demand, giving an
example of each. Discuss how these concepts relate to marketing practices.
Answer: Human needs are necessities to meet urgent requirements. Unlike needs, wants are
desires for things that are not necessities. For example, a person needs food but may want a Big
Mac and a soft drink. Demand is a person's financial capacity to buy what he wants. A person
who wants a Big Mac and a soft drink and has five dollars for lunch represents demand for that
meal. Businesses use marketing to try to transform a want into a perceived need for the
company's product or service. Businesses also use marketing to increase overall demand for their
products and services.
2. Describe the three main marketing functions and give an example of each.
Answer: The three main marketing functions are exchange functions, physical functions, and
facilitating functions.. Exchange functions promote and enable transfer of ownership; advertising
and public relations are examples of this function. Physical functions enable the physical flow of
goods from manufacturer to customer; transporting and warehousing are examples of this
function. Facilitating functions assist in the execution of the exchange and physical functions;
financing and marketing research are examples of this function.
3. Company X carries organizational and office supplies and follows the sales orientation.
Explain how Company X may lose sight of customer relationships.
Answer: The Company’s aim is to sell its supplies rather than make what the market wants; such
a strategy creates sales transactions but not long-term relationships. Company X will not foster
customer loyalty with this approach.
Chapter 4
1. Explain how marketing is both a reflection of a culture and a powerful influence upon
it, giving at least two examples.
Answer: Marketers pay close attention to what is happening culturally so that they are
positioned to take advantage of changes in a society's values, beliefs, and preferences. For
example, a recent cultural trend is a strong interest in organic and locally grown foods. In
response to this trend, many food marketers have introduced organic products and more heavily
advertised organic and natural ingredients. Marketing also influences a culture, most noticeably
through advertising. People are exposed to hundreds of advertising messages each day, and the
most popular messages become part of the culture.
2. Explain several of the issues that marketers interested in green marketing should
consider.
Answer: Marketers interested in green marketing should address a wide range of issues,
including how their products are created, used, and disposed of. Marketers should consider the
chemicals and processes used to create a product, as well as the energy consumed in its creation.
Marketers should also ensure that a product can be used safely with minimal impact on the
environment, and that the product can be recycled or partially reclaimed when it is no longer
useful to the consumer. Finally, marketers should examine whether there are more
environmentally sound alternatives to a product.
3. Explain the social marketing concept and discuss two examples of its use.
Answer: According to the social marketing concept, marketing techniques can be used for more
than selling and making a profit; they can also be used to promote causes that improve the lives
of individuals and society. For example, the TRUTH antismoking campaign has used a variety of
traditional and nontraditional marketing techniques to make clear the negative effects of
smoking. Mothers Against Drunk Driving has similarly used marketing campaigns to encourage
parents to talk with their teenage children about the dangers of drinking and driving. (Examples
will vary; the answers were adopted from U.S context)
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