session 1 mg 220 mba - 16 aug 10
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Session 1Marketing ManagementMBA 10TRANSCRIPT
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MG 220 Marketing ManagementMBA 10
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
Class Presentation | Session 1 | 12 Aug 2010
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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
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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”
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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”
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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
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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
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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
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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
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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
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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
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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
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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
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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
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MG 220 Marketing ManagementMBA 10
Fall 2010
Muhammad Talha Salam, Asst. [email protected]
Access it online: www.slideshare.net/talhasalam
Part 1: Understanding Marketing Management
> Company Orientation towards the Marketplace
> Fundamental Marketing Concepts, Trends and Tasks
> Marketing & Customer Value
Class Presentation | Session 2 | 19 Aug 2010