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1WHO ARE YOU
WHO AM I
INTRODUCTION TOMARKETING MANAGEMENT
AGENDA
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This is me
Dr.M. Azam Khan
Education: Ph.D. (1994), From USA, MBA. from Holland;
Home town: Lahore, (youngest of Five boys)
Employment: 25 Years of practical marketing in the field of FMCG
withleading National and Multinationals in Pakistan, Central Asian
States andMiddle east countries.
Research: Selling premium price products in low income
markets.
Favorite Food: All Pakistani dishes
Favorite Sport to Watch: Cricket (1st); Hockey(2nd)
How to contact me
Phone: +92-21-34619310 Cell: 0321-5335323
Email: [email protected]
mailto:[email protected]:[email protected]
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This is YOURclass
Attendance will be taken at 18:35 Late comerwill not be
entertained
Second attendance will be taken 5 minutes
after the break time
No Phone Call during the class please . If you
are expecting some important call do not take
the class , Any body found making / receiving /
SMS etc. will be marked absent for both the
sessions . You dont have the right to disturb
others who are busy in study
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Semester Project
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Kittler on Marketing
The future is not ahead of us. It has already
happened. Unfortunately, it is unequally
distributed among companies, industries and
nations
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What is
The Field of
Marketing
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What is Marketing, anyway?
Advertising Sales
Public relations Service
E-Commerce Delivery
Retailing Direct mail
Pricing Billboards
Packaging Sponsorships
Research Shopping ChannelsCoupons Catalogues
Promotions
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The New Economy
Substantial increase in buying power
A greater variety of goods and services
A greater amount of information about
practically anything
A greater ease in interacting and placing andreceiving
orders
An ability to compare notes on products
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The New Economy
Websites can provide companies withpowerful new information and
sales channels.
Companies can collect fuller and richer
information about markets, customers,prospects and
competitors.
Companies can facilitate and speed up
communications among employees. Companies can have 2-way
communication
with customers and prospects
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Marketing Task
Ten rules of radical marketing
The CEO must own the marketing function.
Make sure the marketing department starts small
and flat and stays small and flat.
Get face to face with the people who matter most
the customers.
Use market research cautiously. Hire only passionate
missionaries.
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Marketing Task
Love and respect your customers.
Create a community of consumers.
Rethink the marketing mix.
Celebrate common sense. Be true to the brand.
Three stages of marketing practice
Entrepreneurial Marketing Formulated Marketing
Intrepreneurial Marketing
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Demand States and Marketing Tasks
1. Negative demand
A major part of the market dislikes the product and may even pay
a price
to avoid itvaccinations, dental work, vasectomies, and
gallbladder
operations, for instance. Employers have a negative demand for
ex-
convicts and alcoholics as employees. The marketing task is to
analyze
why the market dislikes the product and whether a marketing
program
consisting of product redesign, lower prices, and more
positive
promotion can change beliefs and attitudes.
2. No demand
Target consumers may be unaware of or uninterested in the
product.Farmers may not be interested in a new farming method, and
college
students may not be interested in foreign-language courses.
The
marketing task is to find ways to connect the benefits of the
product
with peoples natural needs and interests.
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The Scope of Marketing
Places
Properties
Organizations
Information
Ideas
Goods
Services
Experiences
Events
Persons
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The Decisions Marketers Make
Consumer MarketsBusiness MarketsGlobal Markets
Nonprofit andGovernmental Markets
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Marketing Concepts and Tools
Defining Marketing
Marketing
Marketing management
Core Marketing Concepts Target Markets and Segmentation
Marketplace, Market space, and Meta market
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A Simple Marketing System
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Marketing Concepts and Tools
Exchange and Transactions Exchange
Transaction
Barter
Transfer
Behavioral response
Relationships and Networks
Relationship marketing
Marketing network
Marketing Channels
Supply Chain
Competition
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Company Orientations Toward the
Marketplace Integrated Marketing
External marketing
Internal marketing
Profitability Sales decline
Slow growth
Changing buying patterns
Increasing competition
Increasing marketing expenditures
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Company Orientations Toward the
Marketplace Societal Marketing Concept
Cause-related marketing
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How Business and Marketing are
Changing Customers
Brand manufacturers
Store-based retailers
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How Business and Marketing are
Changing Company responses and
adjustments
Reengineering
Outsourcing
E-commerce
Benchmarking
Alliances
Marketer Responses and
Adjustments Customer relationship marketing
Customer lifetime value
Customer share
Target marketing
Customization
Customer database
Partner-suppliers
Market-centered
Global and local
Decentralized
Integrated marketing
communications
Channels as partners
Every employee a
marketer
Model-based decision
making
