Marketing Management
Module Title: Marketing Management
Programme: MBA – Part Time
Table of Content
1.0 Introduction 2
2.0 Executive Summary 2
3.0 Business Nature of AmBank 3
4.0 Past and Present Business Strategy 3
5.0 Challenges of AmBank 4
6.0 Customer Experience 5
7.0 Customer and Marketing Segmentation, Targeting and
Positioning of AmBank 6
8.0 Rebranding 9
9.0 Right Marketing Mix 12
9.1 Product 12
9.2 Price 13
9.3 Promotion 14
9.4 Place 14
9.5 Process 15
9.6 People 16
9.7 Psychical Environment 17
10.0 Conclusion 17
11.0 Reference 18
12.0 Appendix 1 20
1.0 Introduction
How much does a company really concern on their customers’ experiences nowadays? No matter you are in a small business or international company employing over 10000 employees, the common challenges are the same. It is insufficient to just know where customers shop or what brand of product they purchase. It becomes a big challenge in marketing management efficiency, do not even talk further about survival, growth, profitability business and desired image in public.
The key to competitiveness is being able to understand why customers make the choices they do, how they feel about their choices and what they experience at each step when they engage with your organization. When accurate, that understanding can give marketers the interpretable ‘intelligent information’ of being able to predict customer behaviors and positively manage customers’ experiences.
Thank you to rapid increases in computer processing power and a multitude of data sources, marketers can find out what time of day their customers prefer to eat their favorite meal at a certain fast food restaurant and what they tell their friends about it. They have the ability to learn if a customer would rather get an email or a text to find
Programme: MBA – Part Time
Table of Content
1.0 Introduction 2
2.0 Executive Summary 2
3.0 Business Nature of AmBank 3
4.0 Past and Present Business Strategy 3
5.0 Challenges of AmBank 4
6.0 Customer Experience 5
7.0 Customer and Marketing Segmentation, Targeting and
Positioning of AmBank 6
8.0 Rebranding 9
9.0 Right Marketing Mix 12
9.1 Product 12
9.2 Price 13
9.3 Promotion 14
9.4 Place 14
9.5 Process 15
9.6 People 16
9.7 Psychical Environment 17
10.0 Conclusion 17
11.0 Reference 18
12.0 Appendix 1 20
1.0 Introduction
How much does a company really concern on their customers’ experiences nowadays? No matter you are in a small business or international company employing over 10000 employees, the common challenges are the same. It is insufficient to just know where customers shop or what brand of product they purchase. It becomes a big challenge in marketing management efficiency, do not even talk further about survival, growth, profitability business and desired image in public.
The key to competitiveness is being able to understand why customers make the choices they do, how they feel about their choices and what they experience at each step when they engage with your organization. When accurate, that understanding can give marketers the interpretable ‘intelligent information’ of being able to predict customer behaviors and positively manage customers’ experiences.
Thank you to rapid increases in computer processing power and a multitude of data sources, marketers can find out what time of day their customers prefer to eat their favorite meal at a certain fast food restaurant and what they tell their friends about it. They have the ability to learn if a customer would rather get an email or a text to find