1.0 INTRODUCTION

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.

2.2 VALUE OF PRODUCT
The value of a product may be conceptualized as the relationship between the consumers’ perceived benefits in relation to the perceived costs of receiving these benefits.
Value = Benefit / Cost
Value is thus subjective (i.e, a function of consumer’s estimation) and relational (i.e, both benefits and cost must be positive values).

2.3 VALUE PROPOSITION DEFINITION
Value proposition is a powerful succinct statement that will: i) Describe how you are unique, and therefore differentiate you and your product/service from your competitors in your market. 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