MARKETING MANAGEMENT
SUBJECT CODE : MKT 600
Contents Page
Acknowledgement 4
Assignment Question 5
Introduction 6
Literature Review 6
Starbucks Corporation 9
Marketing Mix 10
Promotion Mix 13
Southwest Airlines 15
Marketing Mix 16
Promotion Mix 18
Differentiation between the business models 19
Conclusion 22
References 24
Acknowledgements
Being a working adult and going back to school to learn about Marketing Management is a tall order. The feeling has actually elated me to do something for myself and contribute what I learn in this great b-school to the future generations. It has taken me sometime to complete this assignment and with great effort.
However, I don’t think that this assignment is solely my creation. It is the result of the efforts of the lecturer, Ms. Mary Loh. She impressed me with her dedication, work ethic, and commitment to the quality of knowledge dissemination. I would also like to thank my fellow students who have always been a source of inspiration and were never selfish to share their experience and knowledge with me throughout this class.
PARIS GRADUATE SCHOOL OF MANAGEMENT - ESG
International Executive Master of Business Management
Marketing
Assignment 1 (25%)
Question :
Marketing mix consists of Product, Price, Place and Promotion whereas Promotion mix includes Advertising, Promotions, Personal Selling and Publicity.
Select TWO (2) businesses. One on marketing products (electronic goods – SONY, cars - TOYOTA, mobile phones - NOKIA, consumer products – COCA-COLA) and the other on providing service (hotel (HILTON) and tourism – visit Malaysia year in 2007, training and education, consultancy, entertainment) or, any other local products or brand(s).
Recommend the appropriate...