session 1 mg 220 bba - 9 aug 10
DESCRIPTION
Class Presentation for BBA Marketing Management ClassSession 19 Aug 2010TRANSCRIPT
MG 220 Marketing ManagementBBA 09 – Sec C
Fall 2010
Muhammad Talha Salam, Asst. [email protected]
Access it online: www.slideshare.net/talhasalam
Part 1: Understanding Marketing Management
> Importance of Marketing> Scope of Marketing> Company orientation toward the
marketplace
Class Presentation | Session 1 | 9 Aug 2010
MG 220 Marketing Management 2Access it online: www.slideshare.net/talhasalam
Importance of MarketingWhy it is required
• Financial success & Marketing ability• Making the right decision– Simple?
• Skillful marketing: A never-ending pursuit
MG 220 Marketing Management 3Access it online: www.slideshare.net/talhasalam
Scope of MarketingWhat is Marketing
• Some definitions:– “Meeting needs profitably”– AMA: “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”
MG 220 Marketing Management 4Access it online: www.slideshare.net/talhasalam
Scope of MarketingWhat is Marketing
• Some definitions (contd.):– Kotler: “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”
MG 220 Marketing Management 5Access it online: www.slideshare.net/talhasalam
Scope of MarketingExchanges & Transfers
• Exchange– Process of obtaining a desired product from
someone by offering something in return
• Transaction– Trade of values between two or more parties
• Transfer– One party gives something to other but doesn’t
receive anything in return
MG 220 Marketing Management 6Access it online: www.slideshare.net/talhasalam
Scope of MarketingWhat is marketed?
• Goods• Services• Events• Experiences• Persons• Places• Properties• Organizations• Information• Ideas
MG 220 Marketing Management 7Access it online: www.slideshare.net/talhasalam
Scope of MarketingWho markets?
• Marketer, someone who seeks a response from another party, called Prospect
• Marketers are responsible for Demand Management– Negative– Non-Existent– Latent– Declining– Irregular– Full– Overfull– Unwholesome
MG 220 Marketing Management 8Access it online: www.slideshare.net/talhasalam
Scope of MarketingWho markets?
• Markets, collection of buyers and sellers who transact over a particular product or product class
MG 220 Marketing Management 9Access it online: www.slideshare.net/talhasalam
Scope of MarketingWho markets?
• Key Customer Markets– Consumer
Branding | Mass selling | Insights
– BusinessProfessional buyers | well-informed
– GlobalAdaptability | Operational matters
– N0n-profit & GovernmentHighly price sensitive | Competitive pricing
MG 220 Marketing Management 10Access it online: www.slideshare.net/talhasalam
Scope of MarketingWho markets?
• Marketplaces, Marketspaces & Metamarkets– Marketplaces
Physical | buying yourself
– MarketspacesOnline | ‘Ordering’
– MetamarketsComplimentary products
MG 220 Marketing Management 11Access it online: www.slideshare.net/talhasalam
Scope of MarketingHow businesses are changing
• “The Marketplace isn’t what it used to be”– Changing technology
– Globalization
– Deregulation
MG 220 Marketing Management 12Access it online: www.slideshare.net/talhasalam
Scope of MarketingHow businesses are changing
• “The Marketplace isn’t what it used to be”– Privatization
– Customer empowerment
– Customization
– Heightened competition
MG 220 Marketing Management 13Access it online: www.slideshare.net/talhasalam
Scope of MarketingHow businesses are changing
• “The Marketplace isn’t what it used to be”– Industry convergence
– Retail transformation
– Disintermediation
MG 220 Marketing Management 14Access it online: www.slideshare.net/talhasalam
Company Orientations toward the marketplace• Different approaches companies use for
marketing– Production– Product– Selling– Marketing– Holistic Marketing
MG 220 Marketing Management 15Access it online: www.slideshare.net/talhasalam
Company Orientations toward the marketplace• The Production Concept
– Consumers will favor products that are “widely available” & “inexpensive”
– Focus on “Production”
• The Product Concept– Consumer will favor those products that offer the
most quality, performance or innovation– Focus entirely on “Product development”– What if: not priced, distributed, advertised and sold
properly?
MG 220 Marketing Management 16Access it online: www.slideshare.net/talhasalam
Company Orientations toward the marketplace• The Selling Concept
– Customers (consumers & businesses), if not engaged, will not buy enough
– Aggressive selling & promotion is required– Practiced with unsought goods
• The Marketing Concept– Replace product-centred “make-and-sell” with
“sense-and-respond”– Reactive market orientation– Proactive market orientation
MG 220 Marketing Management 17Access it online: www.slideshare.net/talhasalam
Company Orientations toward the marketplace• The Holistic Marketing Concept
– “Everything matters”– Based on the development, design and
implementation of marketing programs, processes, and activities that recognizes their breadth and interdependenices
– 4 Components• Relationship marketing• Integrated marketing• Internal marketing• Social responsibility marketing
MG 220 Marketing Management 18Access it online: www.slideshare.net/talhasalam
Company Orientations toward the marketplace
MG 220 Marketing Management 19Access it online: www.slideshare.net/talhasalam
Company Orientations toward the marketplace
MG 220 Marketing Management 20Access it online: www.slideshare.net/talhasalam
Company Orientations toward the marketplace
MG 220 Marketing Management 21Access it online: www.slideshare.net/talhasalam
Company Orientations toward the marketplace
MG 220 Marketing Management 22Access it online: www.slideshare.net/talhasalam
Quick Recap
• Importance of Marketing
• Scope of Marketing
• Company orientation toward the marketplace
MG 220 Marketing ManagementBBA 09 – Sec C
Fall 2010
Muhammad Talha Salam, Asst. [email protected]
Access it online: www.slideshare.net/talhasalam
Part 1: Understanding Marketing Management
> Fundamental Marketing Concepts, Trends and Tasks
> Marketing & Customer Value> Corporate and Division Strategic
Planning> Business Unit Strategic Planning> Product Planning: The Nature and
Contents of a Marketing PlanClass Presentation | Session 2 | 11 Aug 2010