Marketing Management

 
Mr. Ahsan Ali Ashraf
(Lecturer)

[email protected]
Course Objectives
 Students understand the basic theories,
concepts, methods, variables, problems,
practices, processes, and terminology of
contemporary marketing.

 Begin to develop and utilize analytical,

decision- making, and problem-solving skills
that approximate "real world" marketing.

 Develop a consciousness about the

importance of ethics in the marketing
discipline.
Learning Outcomes
 Understand the importance in business
practice of being marketing oriented.

 Describe a range of common strategies for

use with each of the various marketing mix
tools: product, pricing, promotion, and
distribution.

 Recommend and justify an appropriate mix

of such strategies to form a cohesive overall
strategy for a given marketing task or
situation.
Recommended Books
 Marketing Management – A South Asian Perspective
by Philip Kotler, Kevin Lane Keller, Abraham Koshy &
Mithileshwar Jha, 13th Edition, Published by Pearson
Education, Inc.

 Strategic Marketing Management – Meeting The

Global Marketing Challenges by Carol H. Anderson &
Julian W. Vincze Published by Houghton Mifflin Company.

 Principles of Advertising & IMC by Tom Duncan 2nd

Edition, Published by McGraw-Hill Irwin.

 Principles of Marketing by Philip Kotler & Gary Armstrong

Thirteenth Edition, Published by Prentice Hall
Teaching Methodology

My basic teaching philosophy for this course is

to blend the theory and practice of Marketing
Planning and Implementation in a comfortable,
supportive & easy language that promotes active
learning.
Assessment Criteria

ITEM ASSESSMENT TASK TOTAL MARKS

1 Assignments (4) 10%

2 Quizzes (4) 10%
Graded Discussion
3 10%
Topics and Project
4 Mid Term 30%

Final Examination 40%

5

Your assessment & final grades will be based as per University existing rules.
Course Outline
 Defining Marketing For The 21st Century
 Developing Marketing Strategies And Plans
 Gathering Information & Scanning The Environment
 Conducting Marketing Research
 Creating Customer Value, Satisfaction, and loyalty
 Analysing Consumer Markets
 Identifying Market Segments And targets
 Creating Brand Equity
 Setting Product Strategy
 Developing Pricing Strategies And Programs
 Introducing New Market Offerings
 Using Advertising & Promotion To Build Brands
 Advertising & IMC Media Planning
 Consumer Sales Promotion & Packaging
 How Brand Communication Works
 LECTURE-1
Defining Marketing
for the 21st Century
Chapter Questions
• Why is marketing important?
• What is the scope of marketing?
• What are some fundamental marketing
concepts?
• How has marketing management changed?
• What are the tasks necessary for successful
marketing management?
What is Marketing?

Marketing is an organizational function

and a set of processes for creating,
communicating, and delivering value
to customers and for managing
customer relationships
in ways that benefit the
organization and its stakeholders.
(American Marketing Association Formal Definition)
What is Marketing?

Marketing is an organizational function

and a set of processes for creating,
communicating, and delivering value
to customers and for managing
customer relationships
in ways that benefit the
organization and its stakeholders.
(American Marketing Association Formal Definition)
What is Marketing Management?

Marketing management is the

art and science
of choosing target markets
and getting, keeping, and growing
customers through
creating, delivering, and communicating
superior customer value.
 What is Marketed?

• Goods • Places and properties

• Services • Organizations
• Events and experiences • Information
• Persons • Ideas
 Demand States
• Negative Demand • Irregular Demand
• Consumers dislike the • Consumers purchases vary on a
product e.g. Vaccination, Dental work seasonal, monthly, weekly, daily or
hourly e.g. Museums on week days, Travelling
• Nonexistent Demand Peak Off Peak time

• Consumers may be unaware • Unwholesome Demand

of the product e.g. Foreign Language • Consumers attracted to products
course
that have undesirable social
• Latent Demand consequences e.g. Cigarettes, Alcohol,
Drugs

• Consumers may share a

strong need that can’t be • Full Demand
satisfied with existing product • Consumers are adequately buying
e.g. Harm less cigarettes, Fuel Efficient cars all products.

• Declining Demand • Overfull Demand

• Consumers begins to buy the • More consumers would like to buy
product less frequently e.g. than can be satisfied.
churches, Govt. Schools
Key Customer Markets
• Consumer markets
• Business markets
• Global markets
• Nonprofit/Government markets
Functions of CMOs
• Strengthening the brands.
• Measuring marketing effectiveness.
• Driving new product development based on
customer needs.
• Gathering meaningful customer insights.
• Utilizing new marketing technology.
 Core Marketing Concepts
• Needs, wants, and • Marketing channels
demands • Communication Channels e.g.
• 1. Stated needs (The customer wants an inexpensive car.) Newspapers, Magazines Radio., Television, Mail,
Telephone, Billboards, Posters, Fliers, CDs, Audio
• 2. Real needs (The customer wants a car whose operating
cost, not initial price, is low.) Tapes & Internet
• 3. Unstated needs (The customer expects good service
from the dealer.)
• Distribution Channels e.g. Distributors,
Wholesalers, Retailers, & Agents
• 4. Delight needs (The customer would like the dealer to

•
include an onboard GPS navigation
system.)
• Supply chain
•
• Competition
5. Secret needs (The customer wants friends to see him or
her as a savvy consumer.)

• Target markets, positioning,

segmentation • Marketing environment
• Offerings and brands • Task Environment e.g. Company,
Suppliers, Distributors, Dealers & Target
• Value Proposition Customers

• Value and satisfaction • Broad Environment e.g. Demographic,

PESTL
• Customer value Triad
Quality, Service & Price (QSP) • Marketing planning
The New Marketing Realities
Major Societal Forces
• Network information technology
• Globalization
• Deregulation
• Privatization
• Heightened competition
• Industry convergence
• Consumer resistance
• Retail transformation
• Disintermediation
New Consumer Capabilities

• A substantial increase in buying power

• A greater variety of available goods and
services.
• A great amount of information about practically
anything.
• Greater ease in interacting and placing and
receiving orders.
• An ability to compare notes on products and
services.
• An amplified voice to influence public opinion.
 New Company Capabilities
• Marketers can use the Internet as a powerful information and sales channel
• Marketers can collect fuller and richer information about markets,
customers, prospects, and competitors
• Marketers can tap into social media to amplify their brand message
• Marketers can facilitate and speed external communication among
customers
• Marketers can send ads, coupons, samples, and information to customers
who have requested them or given the company permission to send them
• Marketers can reach consumers on the move with mobile marketing
• Companies can make and sell individually differentiated goods
• Companies can improve purchasing, recruiting, training, and internal and
external communications
• Companies can facilitate and speed up internal communication among
their employees by using the Internet as a private intranet
• Companies can improve their cost efficiency by skillful use of the
Internet
Company Orientations Toward The
Market Place
• The Production Concept
• Consumers will prefer products that are widely available &
inexpensive e.g. Lenovo, Haier etc.

• The Product Concept

• Consumer favor products that offer the most quality,
performance, or innovative features e.g. Rolex etc.

• The Selling Concept

• Consumers & businesses, if left alone, won’t buy enough of
the organization’s products e.g. Insurance, Encyclopedias etc.

• The Marketing Concept

• Emerged in mid 1950s Customer-Centered “Sense &
Respond” e.g. Dell Computer etc.
Marketing Mix and the Customer
Four Ps
• Product Four Cs
• Product Variety/Quality/ Design/
Features/Brand Name/ Packaging/
Sizes/Services/Warranties/Returns
• Customer solution
• Price • Customer cost
• List Price/Discounts/Allowances/
Payment Period/Credit Terms
• Convenience
• Place
• Channels/Coverage/Assortments/
Locations/Inventory/Transport
• Communication
• Promotion
• Sales Promotion/Advertising/Sales
Force/Public relations/ Direct Marketing
The Holistic Marketing Concept
• Relationship Marketing
• Relationship marketing is a strategy designed to foster
customer loyalty, interaction and long-term engagement.
• Integrated Marketing Communication
• Integrated marketing communication (IMC) is a process
for planning, executing and monitoring the brand
messages that create customer relationship.
• Internal Marketing
• Internal marketing is the task of hiring, training, and
motivating able employees who want to serve customers
well.
The Holistic Marketing Concept…
• Performance Marketing
• Financial Accountability Corporate Social Initiatives

• Social Responsibility • Corporate social

Marketing marketing
• Cause marketing
• Corporate philanthropy
• Corporate community
involvement
• Socially responsible
business practices
 Marketing in an Age of Turbulence

• Secure your market share from core customer segments

• Push aggressively for greater market share from competitors
• Research customers more now, because their needs and wants
are in flux
• Minimally maintain, but seek to increase, your marketing budget
• Focus on all that’s safe and emphasize core values
• Drop programs that aren’t working for you quickly
• Don’t discount your best brands
• Save the strong; lose the weak
References & Bibliography
 Marketing Management – A South Asian Perspective
by Philip Kotler, Kevin Lane Keller, Abraham Koshy &
Mithileshwar Jha, 13th Edition, Published by Pearson
Education, Inc.

 Strategic Marketing Management – Meeting The

Global Marketing Challenges by Carol H. Anderson &
Julian W. Vincze Published by Houghton Mifflin Company.

 Principles of Advertising & IMC by Tom Duncan 2nd

Edition, Published by McGraw-Hill Irwin.

 Principles of Marketing by Philip Kotler & Gary Armstrong

Thirteenth Edition, Published by Prentice Hall
"Unless you try to do something beyond what you have
already mastered, you will never grow."
- Ronald E. Osborn

The End…