Presenter

1. Presenter • Name • Naveed Shahzad • Educational Achievements • M.B.A Hill Degree England • Mathematics UoP • Professional Achievements • Shell Dutch Hiegene England • AML Toyota • U.N.O • AIBM

2. Principles of Marketing

3. Introduction to Marketing Management

4. AMA Board 1985 “Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods and services to create exchanges that satisfy individual and Organizational objectives.”

5. The Scope of Marketing Goods Food, Commodities, Clothing and Housing Services Air Lines, Hotels, Barbers, Beauticians Experiences Walt Disney World’s Magic Kingdom, Climbing Mount Everest Events Olympics, Trade Shows, Artistic Performances Persons Artists, Musicians, CEOs, Physicians Places Stratford, Ontario-Canada, Ireland Properties Real Estate, Stocks and Bonds Organizations Companies, Museums, Universities Information Magazines, CDs, Non Fiction Books Ideas Every market offering includes a basic idea at its core

6. Organizations using Marketing • All!! • Corporations: Pepsi, Coke, GM etc. • Government: promoting the health plan, politicians during elections • Hospitals: Hospitals, in an effort to attract physicians, have installed services such as chauffeurs and private tennis courts. • Universities: University of Kardan DBA / BBA programs • Army: A marketing plan to attract recruits. • Postal Service: 1993 launch of the Elvis Presley stamp was a major media event. Fans in Nashville lined up at midnight, postmasters warned that sales were "first come first served, no limit“.

7. Who is the Customer? • A customer is the most important person ever in the office, in person or by mail. • A customer is not dependent on us, we are dependent on him. • A customer is not an interruption of our work, he is the purpose of it. We are not doing a favor by serving him, he is doing us a favor by giving us the opportunity to do so. • A customer is not someone to argue or match wits with. Nobody ever won an argument with a customer. • A customer is a person who brings us his wants. It is our job to handle them profitably to him and to ourselves.

8. Needs Needs describe basic human requirements. • Biogenic • Needs risen due to Physiological states of tension. • Hunger • Thirst • Discomfort • Psychogenic • Needs risen due to Psychological states of tension. • Recognition • Esteem • Belonging

9. Maslow’s Hierarchy of Needs

10. Wants Needs becomes Wants when they are directed towards specific objects that might satisfy that need. • Need: Hunger • Want: • An American wants a hamburger and French fries. • A Mauritian wants a mango, rice, lentils and beans. • A Ugandan wants bananas, rice, corn floor and a plate of beans.

11. Satisfaction Satisfaction is a person’s feelings of Pleasure or disappointment resulting from comparing a product’s perceived performance (or outcome) in relation to his / her expectations.

12. In how many ways a person can get something? • The person can self produce it • Hunting • The person can use force to get it • Holdup or Burglary • The person can beg • A homeless person asks for food • The person can trade something of value to get it

13. Conditions for an Exchange • There are at least two parties. • Each party has something that might be of value to the other party. • Each party is capable of communication and delivery. • Each party is free to accept or reject the exchange offer. • Each party believes it is appropriate or desirable to deal with the other party.

14. Utility Utility is the satisfaction, value, or usefulness a user receives from a good or a service. Example: When you purchase an automobile, you give up less (in $s) than the value of the car (to you)...the ability to get you from home to office safely in a timely manner.

15. Types of Utility • Form--production of the good, driven by the marketing function. • EXAMPLE?? Baskin Robbins turns cream, sugar and milk into ice cream. • Place--make product available where customers will buy the product. • EXAMPLE?? Food truck at a construction site. • Time--make product available when customers want to buy the product. • EXAMPLE?? A hospital or clinic open 24 hours a day, 365 days a year. • Possession--once you own the product, do what you want with it, i.e. eat it

16. Product providing all types of utility 24 hours pizza delivery service

17. Product Price Place Promotion Customer Solution Customer Cost Convenience Communication The Marketing Mix Present: MM Past: MM

18. Value and Satisfaction Value = Benefits Costs = Functional Benefits +Emotional Benefits Monitory Costs + Time Costs + Energy Costs + Psychic Costs The product or offering is successful if it delivers value and satisfaction to the target buyers. The buyer Chooses between different offerings on the basis of which is perceived to deliver the most value.

19. Marketing Terms • Industry • Sellers constitute Industry • Steel Industry • Movie Industry • Market • Buyers constitute Market • Consumer Markets • Business Markets • Institutional / Government Markets • Global / International Markets

20. The Marketing Management Philosophies There are a number of different philosophies that guide a marketing effort. Like, • The Production Concept • The Product Concept • The Selling Concept • The Marketing Concept • The Social Marketing Concept

21. The Production Concept The production concept holds that consumer will prefer products that are widely available and inexpensive. • Dominant Era: Mid 19th Century to early 20th Century • Quote: "Doesn't matter what color car you want, as long as it is black." Henry Ford • Example: 6.5 ounce bottle packing of Coca Cola.

22. The Product Concept The Product Concept holds that consumer will favor those products that offer the most quality, performance, or innovative features.

23. The Selling Concept The selling concept holds that consumers and businesses, if left alone, will ordinarily not buy enough of the organization’s products. The organization must, therefore, undertake an aggressive selling and promotion effort. • Dominant Era: 1920's to Mid 1930's WWII to early 1950's.

24. The Marketing Concept The marketing concept holds that the key to achieving its organizational goals consists of the company being more effective than competitors in creating, delivering, and communicating customer value to its chosen target markets. Dominant Era: 1930's to WWII 1950's to the present day. Quote: Putting people first British Air Ways

25. What era are we in now? We are still essentially in the Marketing era, since that is the dominant concept, but increasing pressure is being put on to companies to adopt the societal concept.