Transcript Recommended Books

Fundamentals Of Marketing
(MGT-210)
Mr. Abid Saeed
(Assistant Professor)
Course Objectives
 Students understand the basic concepts,
theories, processes and terminology of
contemporary marketing.
 Analyze marketing problems and suggest
workable solutions.
 Understand the effects of the marketing
concept on consumers and society.
 Develop a consciousness about the
importance of ethics in the marketing discipline.
Learning Outcomes
 Understand the importance of marketing in
business practices.
 Understand the various marketing mix tools:
product, pricing, promotion, and distribution.
 Recommend and justify an appropriate mix of
such strategies to form a cohesive overall
strategy for a given marketing task or situation.
Recommended Books
 Principles of Marketing by Philip Kotler & Gary Armstrong
Fifteenth Edition, Published by Prentice Hall
 Marketing Management – A South Asian Perspective
by Philip Kotler, Kevin Lane Keller, Abraham Koshy &
Mithileshwar Jha, 13th Edition, Published by Pearson
Education, Inc.
 Principles and Practices of Marketing by Jobber, D. 4th
edition, McGraw Hill International.
 Principles of Advertising & IMC by Tom Duncan 2nd
Edition, Published by McGraw-Hill Irwin.
Teaching Methodology
My basic teaching philosophy for this course is to
blend the theory and practice of Marketing in a
comfortable, supportive & easy language that
promotes active learning.
Assessment Criteria
ITEM
ASSESSMENT TASK
TOTAL MARKS
1
Assignments (4)
10%
2
10%
4
Quizzes (4)
Graded Discussion
Topics (4)
1st Sessional
5
2nd Sessional
15%
6
Final Examination
50%
3
05%
10%
Your assessment & final grades will be based as per University existing rules.
Course Outline
 Marketing: Creating and Capturing Customer Value.
 Company and Marketing Strategy: Partnering to Build
Customer Relationships.
 Analyzing the Marketing Environment.
 Managing Marketing Information to Gain Customer
Insights.
 Consumer Markets and Consumer Buyer Behavior.
 Business Markets and Business Buying Behavior.
 Customer-Driven Marketing Strategy: Creating Value for
Target Customers.
 Product, Services, and Brands: Building Customer Value.
 New-Product Development and Product Life-Cycle
Strategies.
 Understanding and Capturing Customer Value.
Course Outline...










Pricing Strategies.
Marketing Channels: Delivering Customer Value.
Retailing and Wholesaling.
Communicating Customer Value: Integrated Marketing
Communications Strategy.
Advertising and Public Relations.
Personal Selling and Sales Promotion.
Direct and Online Marketing: Building Direct Customer
Relationships.
Creating Competitive Advantage.
The Global Marketplace.
Sustainable Marketing Social Responsibility and Ethics.
LECTURE-1
Marketing:
Creating and Capturing
Customer Value
Topic Outline
 What Is Marketing?
 Marketing process
 Understanding the Marketplace and
Customer Needs
What Is Marketing?
Marketing is a process by which
companies create value for customers
and build strong customer relationships
to capture value from customers in
return.
Marketing Process
Understanding the Marketplace
and Customer Needs
Customer Needs, Wants, and Demands
Needs
• States of deprivation
• Physical—food, clothing, warmth, safety
• Social—belonging and affection
• Individual—knowledge and self-expression
Wants
• Form that needs take as they are shaped by culture
and individual personality
Demands
• Wants backed by buying power
Understanding the Marketplace
and Customer Needs
 Market offerings are
some combination of
products, services,
information, or
experiences offered to a
market to satisfy a need
or want
 Marketing myopia is
focusing only on existing
wants and losing sight of
underlying consumer
needs
Understanding the Marketplace
and Customer Needs
Customer Value and Satisfaction
Expectations
Customers
• Value and
satisfaction
Marketers
• Set the right level of
expectations
• Not too high or low
Understanding the Marketplace
and Customer Needs
Exchange the act of obtaining a desired
object from someone by offering
something in return
Marketing actions try to create, maintain,
grow exchange relationships.
Understanding the Marketplace
and Customer Needs
Markets are the set of actual and
potential buyers of a product
Bibliography
 Principles of Marketing by Philip Kotler & Gary Armstrong
Fifteenth Edition, Published by Prentice Hall
 Marketing Management – A South Asian Perspective
by Philip Kotler, Kevin Lane Keller, Abraham Koshy &
Mithileshwar Jha, 13th Edition, Published by Pearson
Education, Inc.
 Principles and Practices of Marketing by Jobber, D. 4th
edition, McGraw Hill International.
 Principles of Advertising & IMC by Tom Duncan 2nd
Edition, Published by McGraw-Hill Irwin.
The End
"Unless you try to do something
beyond what you have already
mastered, you will never grow."
Ronald E. Osborn