To establish the concept of marketing, its fundamental role in business, and the impact of the marketing environment: Corporate Marketing Strategy Assignment, NUS, Singapore

• To establish the concept of marketing, its fundamental role in business, and the impact of the marketing environment.
• To be able to distinguish between the tactics used in marketing advertising, customer selling, and personal selling, for example, and the marketing concept.
• To understand the importance of a pan-company orientation towards marketing, rather than marketing as a separate function
• To clarify what customers look for in suppliers – better ways to solve their problems.

Marketing concept & Marketing Function

• Marketing concept: Matching a company’s capabilities and the wants of customers in order to achieve the objectives of both parties.
• Marketing Function:
• Identify markets
• Quantify customer needs
• Value propositions – determine and communicate with stakeholders
• Deliver and monitor value delivered