2.1 THE NATURE OF MARKETING
Marketing is understanding the needs of the situation, and the way resources and people can be applied to it, and then reacting appropriately, as opposed to following a formula.
To put it simple, marketing is a process cycle as follows:
i) Customer buys or potential customer is contacted.
ii) Finding out how the customer liked the product or what is needed.
iii) Analyzing these data and creating a plan that includes goals and strategy.
iv) Implement the plan which results in the customer’s buying the product.
v) Repeating the cycle starting with step (i) to make a better product sold with a better plan and continuously keeping this cycle going.
ii) Resonate directly to the company brand – yours and your prospects.
iii) Give you insight about how to effectively market your product/service.
This statement should convince a potential consumer that one particular product or service will add value or better solve a problem than other similar offerings.
Golden Screen Cinemas (GSC) is the leading film exhibitor and distributor in Malaysia. Besides, it also is the first cinema chain to offer a high class movie-viewing experience that is equivalent to the first class service in the airline.
GSC is a wholly owned subsidiary of PPB Group (a member of Kuok Group). PBB Group is listed on the stock exchange of Malaysia. It is a diversified group with interests in a food industries, environmental engineering, utilities and waste management, property and entertainment. (1)
GSC has a total of 197 screens in 24 location strategically located in prime sites in the key cities and town nationwide. This includes Klang Valley, Penang, Sungai Petani, Ipoh, Seremban, Melaka, Johor Bharu, Kuantan, Mentakab and Kota Kinabalu. (2)
In 1999, GSC launched the circuit’s new era through the opening of 18-screens GSC Mid Valley in Kuala Lumpur which is currently the largest multiplex in South East Asia. This location introduced the first Gold Class and art-house screens with e-cinema projection.
In 2007, GSC opened Malaysia’s first premier boutique cinema, GSC Signature in The Gardens, Mid Valley, Kuala Lumpur. GSC Signature offers two Gold Class and five Premier Class screens complimented by three food and beverages outlets. (3)