Page 5 - EBOOK DPM 10013 POM-FINAL 25.10.2021
P. 5
ABSTRACT
‘Principles of Marketing’ e-book is suitable for students who are seeking knowledge in
marketing. This e-book introduces basic and general marketing concepts to students.
This e-book will motivate and make it easy for students to gain knowledge on marketing.
Students will gain knowledge through a media which is more interesting and easier to
understand. A unique feature of this e-book is every chapter shows the desired learning
objective. It also features interesting graphics to facilitate student learning. Every chapter is
followed by exercises and answers. This e-book contains eight chapters. Chapter 1 describes
the definition, basic terms, marketing management philosophy, product and services which
relate to marketing. This chapter also highlights marketing ethics and their roles in marketing.
Social responsibility related to marketing is also discussed. Chapter 2 is about marketing
environment. Students will be exposed to external factors such as micro and macro
environments where they have to assess ways to conduct effective marketing strategies.
Meanwhile chapter 3 describes types of market and the different strategies employed in
each market. This is followed by discussion on market segmentation, targeting and
product positioning that will be discussed in chapter 4. Description of products and
services with reference to product level, product life cycle and the differences between
customer product and industrial product are highlighted in Chapter 5. Chapter 6 discusses
approaches to pricing and types of strategic pricing. The understanding of marketing channel
through its definition, functions and choice of main channel are elaborated in chapter 7 and
the final chapter in this e-book describes integrated marketing communication and closes
with discussions on promotion mixed elements. It is hope that this e-book will not only
enhance students’ knowledge and understanding of marketing but also encourages them
to apply the knowledge of marketing wherever they are.
iv
