1.
1
Asso. Prof. Zeeshan Qur
eshi

2.
What is Marketing…??
• Selling?
• Advertising?
• Promotions?
• Making products available in stores?
• Maintaining inventories?
• All of the above, plus much more!
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3.
Marketing = ?
• Selling?
• Advertising?
• Promotions?
• Making products available in stores?
• Maintaining inventories?
• All of the above, plus much more!
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4.
4
Philip Kotler Definition :
Marketing Management is the Art and Science of choosi
ng target markets and getting, keeping and growing cust
omers through creating, delivering and communicating s
uperior customer value.

5.
American Marketing Association Definition:
Marketing is the process of planning and executing the concepti
on, pricing, promotion, and distribution of ideas, goods, services
to create exchanges that satisfy individual and organizational go
als.
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6.
Simple Marketing System
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Industry
(a collection
of sellers)
Market
(a collection
of Buyers)
Goods/services
Money
Communication
Information

7.
Marketing = ?
 Marketing is the sum of all activities that take you to a sales ou
tlet. After that sales takes over.
 Marketing is all about creating a pull, sales is all about push.
 Marketing is all about managing the four P’s –
product
price
place
promotion
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8.
The 4 Ps & 4Cs
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Marketing
Mix
Product
Price Promotion
Place
Customer
Solution
Customer
Cost
Communication
Convenience

9.
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Difference Between - Sales & Marketing ?
Sales company produces
Marketing customer
wants

10.
Scope – What do we market
 Goods
 Services
 Events
 Experiences
 Personalities
 Place
 Organizations
 Properties
 Information
 Ideas and concepts
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11.
Core Concepts of Marketing
 Need – food ( is a must )
 Want – Pizza, Burger, French fry's ( translation of a need
as per our experience )
 Demand – Burger ( translation of a want as per our willing
ness and ability to buy )
 Desire – Have a Burger in a five star hotel
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12.
Who is a Customer ??
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Anyone who is in the market looking at a product / se
rvice for attention, acquisition, use or consumption t
hat satisfies a want or a need
CUSTOMER IS . . . . .

13.
How Do Consumers Choose Among Pro
ducts & Services?
• Value - the value or benefits the customers gain from
using the product versus the cost of obtaining the pro
duct.
• Satisfaction - Based on a comparison of performanc
e and expectations.
– Performance > Expectations => Satisfaction
– Performance < Expectations => Dissatisfaction
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14.
Customers - Problem Solutio
n
• As a priority , we must bring to our customers “WHA
T THEY NEED”
•We must be in a position to UNDERSTAND their prob
lems
•Or in a new situation to give them a chance to AVOI
D the problems
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15.
Customer looks for Value
•Value = Benefit / Cost
•Benefit = Functional Benefit + Emotional
Benefit
•Cost = Monetary Cost + Time Cost +
Energy Cost + Psychic Cost
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16.
How Business and Marketing are C
hanging ?
• Changing Technology
• Globalization
• Deregulations
• Deregulations
• Customization
• Heightened competition
• Disintermediation
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