Scribd Logo
Upload

Welcome to Scribd!

  • 9 views

    Marketing - Core Concepts: Marketing For Managers - Zahid Iqbal

    Uploaded by

    taha shakir
    The document discusses marketing concepts and provides an overview of a marketing management course. It defines key marketing terms and concepts like the 4 P's, discusses different marketing orientations and concepts, and covers new marketing realities like technology, globalization, and social responsibility.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd

    Marketing - Core Concepts: Marketing For Managers - Zahid Iqbal

    Uploaded by

    taha shakir
    9 views14 pages
    The document discusses marketing concepts and provides an overview of a marketing management course. It defines key marketing terms and concepts like the 4 P's, discusses different marketing orientations and concepts, and covers new marketing realities like technology, globalization, and social responsibility.

    Original Description:

    marketing

    Original Title

    Lecture 1 MM

    Copyright

    © © All Rights Reserved

    Available Formats

    PPTX, PDF, TXT or read online from Scribd

    Did you find this document useful?

    Is this content inappropriate?

    The document discusses marketing concepts and provides an overview of a marketing management course. It defines key marketing terms and concepts like the 4 P's, discusses different marketing orientations and concepts, and covers new marketing realities like technology, globalization, and social responsibility.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    9 views14 pages

    Marketing - Core Concepts: Marketing For Managers - Zahid Iqbal

    Uploaded by

    taha shakir
    The document discusses marketing concepts and provides an overview of a marketing management course. It defines key marketing terms and concepts like the 4 P's, discusses different marketing orientations and concepts, and covers new marketing realities like technology, globalization, and social responsibility.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    You are on page 1of 14

    Marketing for Managers– Zahid Iqbal

    Marketing –
    CoreConcepts
    Grading
    Division Marks
    Class Participation + Quizzes and Activities 15
    Mid Term 25
    Final Project – Group, Written + 20
    Presentation
    Final Exam - Comprehensive 40
    Prescribed Book
    • Kotler, P. Keller, K.L. (2016). Marketing Management (15th Edition).
    Pearson.

    • Understanding over Definitions

    • Concepts, Examples, Application


    Basics Revisited – Core Marketing
    • Needs – Basic Human Requirements

    • Wants – Specific object needed is wants

    • Demands – backed by ability to pay


    Basics Revisited – Core Marketing
    • Segments– Not everyone likes Nihari..

    • Target Market – Market offering (Value Proposition) developed for


    target market.

    • Position – Position in the mind of the target buyer


    Basics Revisited – Core Marketing
    Production Concept – Inexpensive and available Product Concept – Most innovative product

    Haier Better Mouse Trap

    Selling Concept – Heavy Marketing to Sell Marketing Concept – Customer Centered, Sense and
    respond policy
    Insurance
    Customizable Lap tops
    Holistic Marketing Concept
    Holistic Marketing
    • What is a job well done by HR in internal marketing for today ?

    • What is a good measure of Performance Marketing other then


    financial?

    • Who are marketing partners?

    • Describe modern integrated and traditional integrated marketing


    channels?
    Basics Revisited – Core Marketing
    • Write down the 4 P’s

    • Core competencies –
    - Source of competitive advantage and contributes to customer
    benefits
    - Applications in wide variety of markets
    - Difficult for competitors to imitate
    Marketing Management
    • Focuses on application of marketing orientation, techniques and
    methods inside enterprise and organizations and on the
    management of a firms marketing and resources and activities.

    • C- level executives now include CMO (Chief Marketing Officer)


    Along with CFO (Chief Finance Officer)
    Yahoo Google
    Blockbuster Netflix
    My Space Facebook
    Barnes and Nobles Amazon
    BMW – 1 Series
    • https://www.youtube.com/watch?v=D7nUGNpQjB0

    • 110 Million in Revenue

    • Web Only

    • Influential Bloggers

    • Feedback for Styling


    Scope
    • Marketing

    • What is Marketed – 10 types of entities


    - Goods, Services, Events, Experiences, Persons, Places, Properties,
    Organizations and Information

    • Key Customer Markets – 4 types


    - Consumer, Business, Global and Non Profit.
    New Marketing Realities
    • Technology – Sharing information is power. Free cut in exchange
    for information.

    • Globalization – China, India, Pakistan and Egypt.

    • Social Responsibility – Incorporate Social Responsibility.


    Lecture 1 Key Terms
    • Marketing Management – Focuses on application of marketing orientations, techniques
    and methods inside an enterprise while managing firms available resources for
    marketing.

    • BMW 1 Series – Web only, influential bloggers and feedback for styling.

    • Markets – Consumer Markets, Business Markets, Global Markets, Non Profit and
    Government Markets.

    • New Marketing Realities – Technology, Globalization and Social Responsibility.

    You might also like