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PART - I:
Understanding Marketing Management
SESSION 1 - 3
IMPORTANCE OF
MARKETING
SCOPE OF
MARKETING
CORE MARKETING
CHAPTER 1
CONCEPTS
Instructor:
Muhammad Talha Salam | talha.salam@nu.edu.pk
Welcome to the
world of
MARKETING
Importance of Marketing
WHY IT IS REQUIRED?
3
Scope of Marketing
DEFINITIONS
4
Scope of Marketing
DEFINITIONS
5
Scope of Marketing
DEFINITIONS
6
Meeting Needs
Profitably
MG220 Marketing Management | Part - 1
Scope of Marketing
WHAT CAN BE MARKETED?
7
Ideas
People
Information
Experiences
How?
What else?
REF: BOOK FOR COMPLETE DISCUSSION
Scope of Marketing
EXCHANGES & TRANSFERS
8
Exchange
Transaction
Transfer
Scope of Marketing
WHO MARKETS?
9
Response can be ?
Scope of Marketing
WHO MARKETS?
10
Scope of Marketing
WHO MARKETS?
11
Scope of Marketing
WHO MARKETS?
12
Key
Customer Markets
Consumer
Branding | Mass selling | Insights
Business
Professional buyers | well-informed
Global
Adaptability | Operational matters
Scope of Marketing
WHO MARKETS?
13
Marketplaces
Physical | buying yourself
Marketspaces
Online | Ordering
Metamarkets
Complimentary products
Needs
Wants
Demands
Pair of jeans
Stated
=>
Quality
Real
=>
Affordable, Branded
Unstated
=>
A good discount deal
Delight
=>
wanna look cool!!!
Secret
=>
ANOTHER
PRODUCT?
MG220 Marketing Management | Part - 1
Positioning
e.g.
Whats the offering of (pick a brand)
*WRONG*
If performance>=expectations: satisfied/delighted
Marketing Channels
Communication channels
Distribution channels
Service channels
Raw materials
Competition
Marketing Environment
Marketing in Practice
Part - 1
Defining
Daraz.pk
TCS Connect
Whats in it for TCS? Its so different from their main business (logistics and
shipping) why not focus on the existing business
So why they did it? WHATS CREATIVE ABOUT THIS?
OWN ACTIVITY:
VISIT: www.tcsconnect.com and www.daraz.pk
PART - I:
Understanding Marketing
Management
SESSION 4 - 5
COMPANY ORIENTATIONS
THE NEW MARKETING
REALITIES
MARKETING & CUSTOMER
VALUE
CORPORATE & BUSINESS
CHAPTER
1-2
PLANNING
Instructor:
Muhammad Talha Salam | talha.salam@nu.edu.pk
from textbook
and helps understand
this critical concept
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29
Everything matters
Based on the development, design and implementation
of marketing programs, processes, and activities that
recognizes their breadth and interdependencies
4 Components:
Relationship marketing | Integrated marketing
Internal marketing | Social responsibility marketing / Performance
Marketing
30
31
Evolution of
Marketing Mix
[Traditional]
32
33
Marketing in Practice
Qarshi
Part - 1
Qarshi
Pakistans leading herbal products brand
Local company
following
Holistic
marketing
Relationship marketing
(with customers / with channel partners)
Downsides in strategy
35
36
37
Customer
Conceiving/
Designing
Company
Partners
These are the
activities/
considerations a
firm is involved in
Developing/
Producing
Delivering
38
Focus on Customers
Respond effectively to changing customer needs
Have well-staffed marketing departments
And all other departments in their organizations
understand:
CUSTOMER IS THE KING
39
Corporate Level
Division Level
Marketing Plan
is central instrument for directing and coordinating
marketing effort
Strategic Marketing Plan lays out target markets &
value proposition
Tactical Marketing Plan specifics of marketing activities
MG220 Marketing Management | Part - 1
40
41
Planning Activities
42
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Mission Statements
44
45
A business?
is a Customer-satisfying process
is NOT a Goods-producing process
Company
Product
definition
Market definition
Daewoo
Pakistan
We run buses
We are a people-and-goods
mover
Xerox
We make copying
equipment
We improve office
productivity
PSO
We sell gasoline
We supply energy
Columbia
Pictures
We make movies
We entertain people
Beaconhouse
45
We educate people
46
Assigning
Resources
to SBU isis done
done using
using
portfolio
portfolio management
management tools
tools
and
and techniques
techniques
e.g.
e.g. BCG
BCG Matrix
Matrix // GE
GE Matrix
Matrix
etc.
etc.
(Not
(Not covered
covered here
here
Google
Google for
for own
own interest)
interest)
46
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Intensive Growth
48
49
Integrative Growth
Integrations
Backward:
Acquire Suppliers
Forward: Acquire distributors/suppliers
Horizontal: Acquire Competitors
49
50
Diversification Growth
50
51
SWOT
52
Objectives should be
whenever possible
3.
Goals should be
4.
stated quantitatively
realistic
Objectives must be consistent
53
Strategy:
A game plan for getting there
Examples of Strategies
>>
54
55
Need to
Need to
continuously examine
changing environment and to adopt
to new goals and behaviors
56
Marketing Plan
A written document that summarizes
what the marketer has learned about the
marketplace and indicates how the firm
plans to reach its marketing objectives
57
Typical Contents of a
MARKETING PLAN>>
Executive Summary & TOC
58
Marketing in Practice
Part - 1
Lakson Group - One of most prolific conglomerates
Planning horizons
What kind of planning will be done at:
Lakson group
(The complete conglomerate)
Media division
(one of the divisions )
Express News
(an SBU within media division)
Product Planning
OWN ACTIVITY:
Visit www.lakson.com.pk
Learn about the complete group
Lakson
Group
Planning at different
levels