Вы находитесь на странице: 1из 29

Applied Marketing

Strategies
Welcome!

Dr. Raja Irfan Sabir


g.buree@yahoo.com
0321-9396618

2days Discussion
Applied Marketing; Strategies
Introduction: Course Outline, Student Objectives
Diagnostic Test, Concepts
Perceptual Maps, Gift

Marketing Skills
Technical

Optimum
Interpersonal

Output

Analytical

Marketing
Applied Marketing
Marketing Strategies

What is Marketing?
Marketing is "the activity, set of
institutions, and processes for creating,
communicating, delivering, and exchanging
offerings that have value for customers,
clients, partners, and society at large."
Marketing is used to identify the customer,
satisfy the customer, and keep (retain) the
customer.

Marketing
Marketing generates the strategy that
underlies sales techniques, business
communication,
and
business
developments.
Marketing is an integrated process
through which companies build strong
customer relationships and create value
for their customers and for themselves.

What to Market- A Product


A good, idea, method, information, object, or
service that is the end result of a process and
serves as a need or want satisfier.
It is usually a bundle of tangible and intangible
attributes (benefits, features, functions, uses) that a
seller offers to a buyer for purchase.
Source: http://www.businessdictionary.com/definition/product.html

Applied Marketing
Business to Business (B2B) Marketing
Business to Consumer (B2C) Marketing

Course Outline
Description
This course is intended to provide Candidates
with the upto date information and develop
appropriate skills in the field of Marketing.
Topics covered in this course have been
selected / organized keeping in view the global
challenges for Marketing Managers.

Course Outline: Approach

Topics to be discussed in this course will be approached


by using a combination of lectures, case studies,
presentations, research papers and discussions.
Students are expected to be prepared to initiate
discussions based on issues from the assigned topics and
readings, and to contribute their views and/or analyses.

Course Outline: Readings & References

http://www.aon.com
http://www.bnet.com
www.springerlink.com
www.sciencedirect.com
http://www.icmrindia.org
www.emeraldpublications.com
http://books.google.com

Course Outline
Grading
Research Articles and Presentations
Case Study Discussions:
Class Participation
Attendance and Attitude
Course Coordinators personal view

Context / Concepts

The Production Concept


Management philosophy that buyers prefer goods
and services which are cheap and widely
available.
Can we produce the product?
Can we produce enough of it?

The Product Concept


A firm employing a product orientation is
chiefly concerned with the quality of its own
product. A firm would also assume that as long
as its product was of a high standard, people
would buy and consume the product.
Quality of the product?

The Sales Concept


The concept to not only produce the products,
but also try to convince customers to buy them
through advertising and personal selling.
Can we sell the product?
Can we charge enough for it?

The Marketing Concept


The philosophy that firms should analyze
the needs of their customers and then make
decisions to satisfy those needs, better than
the competition.
What do the customers want?
Can we develop it while they still want it?
How can we keep our customers satisfied?

Hypercompetition

Increased Trade and Integration between countries


Increased Population and its Demand
Increased customisation
Short product life cycles
Difficult to stay ahead for long time
Innovation required for sustainability.
Continuous Marketing research is required for
coping with the challenge of Hyper competition

Innovation Process

Invention
(Idea Generating)

Development

Industrialization

Sales &
Marketing

...

Profitable
Turnover

Basic Terminologies

Market Research
Marketing Research
Marketing Information System
Balanced Scorecard: Performance
Measurement Technique
Customer Perspective
Internal Perspective
Innovation & learning
Financial Perspective

Basic Terminologies

Benchmarking
Best Practices
Business Process Reengineering
Cross Functional Teams
Design for Environment
Efficiency
Effectiveness
End of Life

Basic Terminologies
Diversity
Kaizen
Product Family
Personalised Marketing
Event Marketing
Agricultural marketing
Green Marketing

Basic Terminologies

Failure Analysis
Relationship Marketing
Industrial Marketing
Services Marketing
Social Marketing
Internet Marketing
Segmentation Strategy

Basic Terminologies

Social Marketing
Societal Marketing
Guerilla Marketing
Experiential Marketing
Tourism Marketing
Event Marketing
Relationship Marketing
Buzz Marketing

Marketing Research
Marketing research is a special branch
of Marketing Management. It is the soul of
Marketing management. It is of recent origin and
widely used by manufacturers, exporters,
distributors and service organisations.

A Small and a Beautiful Gift


Each Group needs to select one company from the following
industries:
a) Pharmaceutical
b) Textile
c) Automobile
d) Construction
e) Telecommunication

A Small and a Beautiful Gift


Please Analyse the selected company and its competitor's
website, and write a report on their marketing strategies:
a) Introduction of the company
b) SWOT Analyses of both companies marketing
strategy
c) Personal criticism and Suggestions
Presentation = 10 Mins

Thats All
Folks
All Easy Questions and Suggestions are Welcome
Please!
Shukran

Dr. Raja Irfan Sabir


g.buree@yahoo.com

Xie Xie
Thank You
Gracious

Вам также может понравиться