EBS Chapter 3 Introduction to Marketing

Marketing is a process that involves

• identifying the needs and wants of target customers

• going to the market to buy what the customers needs

• satisfying customers in ways that are better than competitors

• offering the marketing mix also known as the 4Ps of marketing

• groceries shopping to shop for the needs and wants of the customers

A target market is

• a group of customers who go to a specific market to buy their needs and wants

• a type of market that sells special types of products to people

• a group of customers with similar needs and wants that a business chooses to serve.

• a market which has a lot of businesses to serve the customers

In the travel and tourism industry, different groups of tourists travel to Singapore for different reasons.

________________ tourists travel to Singapore for pleasure, rest and relaxation. They enjoy activities such as shopping and visit places of interest.

Jordan and his friends has signed up to participate in the Singapore International Triathlon on 27 September 2020. They hope that the Covid-19 situation will not affect the event. In which of group of tourists are Jordan and his friends?

• Business Tourists

• Stopover Tourists

• Medical Tourists

• Special Interest Tourists

Customers with similar needs and wants can be grouped together.

Which are the different ways to group customers?

• Age group e.g. 20 - 30 years old

• Occupation

• Lifestyle i.e. interest or hobbies e.g. people who likes outdoor activities

• Income e.g. gross salary per month $2000 to $3000

• Geographical location e.g. the area they live or work in

There are 5 steps in designing and conducting a market survey,

Which of the following is in the correct order?

• 1.Analyse the data 2.Decide on the objectives

  3.Choose survey methods 4.Design the questionnaire

  5.Conduct the survey

• 1.Decide on the objectives 2.Choose survey methods

  3.Design the questionnaire 4.Conduct the survey 5.Analyse the data

• 1.Choose survey methods 2.Analyse the data

  3.Conduct the survey 4.Design the questionnaire

  5.Decide on the objectives

• 1.Design the questionnaire 2.Conduct the survey

  3.Choose survey methods 4.Analyse the data 5.Decide on the objectives

Darren and Jenny are retired Americans who spends their time travelling and are currently in Singapore.

Which group of tourist does Darren and Jenny belong to?

Answer: __________ Tourists

Business uses market survey to find out more about their customers needs and wants.

Which of the following will business wants to find out?

• Which is a convenient place for them to buy the products

• What kind of products do they enjoy

• Who are the people who will influence them to buy the products

• What price range would they be able to afford

• What kind of promotion will attract them

A respondent is someone

• who replies to a survey

• who conducts the survey

• who designs the survey

• who prints the survey

An interviewer is someone

• who replies the survey

• who designs the survey

• who conducts the survey

• who is being interviewed