Marketing Slides For Kardan Students BBA 1st Semester Prepared by Rafique Ahmed ( Lecturer at faculty of Business Administration )

1. MARKETING
14th edition
Chapter # 1
The Field of Marketing
Prepared by
Rafique Ahmed

2. ‘Marketing is a social and managerial process by which
individuals and groups obtain what they want and need
through creating, offering and exchanging products of value
with others’
Kotler 1991

3. SOME BASIC CONCEPTS
1 NEED
• Needs are basic and necessary
requirements of human beings, with out
fulfillment of which life will not be possible.
• For example food, shelter, clothing

4. SOME BASIC CONCEPTS
• 2. Wants
• Those needs which are not basic in nature,
but if we get them life becomes full of comforts
A human need which is shaped
by culture and individual.
i.e. I want a Coca Cola.
I want kebab.

5. SOME BASIC CONCEPTS
• Demand
• Demand is the willingness to pay and ability
to pay for the satisfaction of needs and
wants.

6. This is Demand
1-6
“Demand”
Buying PowerWant

7. SOME BASIC CONCEPTS
• Product
• A product may be a good, service, place or
an idea. So all tangible and intangible
attributes which can satisfy human wants
are product.

8. SOME BASIC CONCEPTS
• Market
Market means,
“The people or organizations with needs to
satisfy, money to spend and willingness to
spend money”.
• A market is a place where buyer and seller
met together.

9. WHAT IS EXCHANGE?
• The process of paying money or other
valuables and getting goods and service in
return is known as “exchange”.

10. CONDITIONS OF EXCHANGE:
1 Two or more than two persons or
organizations should be involved, and they
must have some need for exchange.
2 It always occur voluntarily
3 Each party or person may have
something of value for other person or
party

11. CONDITIONS OF EXCHANGE:
4 They must communicate with each other
as we have already studied that buyers go
to the market in order to purchase products
or hire services.

12. WHY MARKETING….?
• In order to fulfill the needs and wants, the buyers
have a lot of options to purchase a particular
product.
• For example. if you want to purchase a sim card
you can go for Roshan, Etisalat and MTN, etc
similarly
if you want to purchase burger, you can have it from
KFC, AFC or any other restaurant in Kabul city.

13. Cont`d
but the problem is that every organization
want you to purchase their products.
• So to convince and remind the customers
to start using or to keep using a particular
product the organizations have to perform
the “marketing function”
• which is aimed at bringing a “matching
effect” in between wants and products.

14. What is Marketing?
1-14
Marketing is a total system of
business activities designed to plan product
price, promote, and place (distribute)
want-satisfying product to target markets
in order to achieve oganizational objectives.

15. Definitions of marketing
‘Marketing is the management process that identifies and satisfies
customer requirements profitably’
The Chartered Institute of Marketing

16. ‘Marketing is a social and managerial process by which
individuals and groups obtain what they want and need
through creating, offering and exchanging products of value
with others’
Kotler 1991

17. Marketing Mix
The “Four P’s”
1-17
(Distribution)
roduct
ricing
romotion
lace

18. Marketing Mix
The “Four P’s”
• The Marketing Mix
The strategy (Planning) of designing the
combination of products where and when
it is distributed, how it is promoted and at
what price.
1-18
Product
Pricing
Place
Promotion
Target
Market

19. The Four P`s
The Four C`s
1-19
Price Promotion
Place
Customer
Solution
Customer
Cost
Communication
Conven-
ience
Product
Marketing
Mix

20. Market Segmentation &
Target Marketing
Market Segmentation
Dividing a market into
customer categories
1-20
Target Marketing
Selecting a category of
customers with similar wants
and needs who are likely to
respond to the same products

21. Segmentation and Target Marketing
1-21
Market Segmentation:
Divide the market into
segments of customers
Target Marketing:
Select the segment to
develop
#1 #2

22. Marketing Management Philosophies
22
Marketing for Hospitality and
Tourism, 3e
©2002
Pearson Education, Inc.
Philip Kotler, John Bowen,
James Makens
Upper Saddle
River, NJ 07458
Production Concept
Product Concept
Selling Concept
Marketing Concept
Societal Marketing Concept
•Consumers favor products that are
available and highly affordable.
•Improve production and distribution.
•Consumers favor products that offer
the most quality, performance, and
innovative features.
•Consumers will buy products only if
the company promotes/ sells these
products.
•Focuses on needs/ wants of target
markets & delivering satisfaction
better than competitors.
•Focuses on needs/ wants of target
markets & delivering superior value.

23. Design a customer-driven marketing strategy
Marketing Concept
• There are five alternative concepts under which organization designs and
carry out marketing strategies. ( the production concept-the product
concept-selling concept- the marketing concept-the social marketing
concept)
1 The Production Concept
the idea that consumers will favor products that are available and
highly affordable and that the organization should therefore focus on
improving production and distribution efficiency.

24. 2 The product Concept
The idea that consumers will favor products that offer the
most quality, performance, features and that the
organization should therefore dedicate its energy to
making continuous product improvement.
3 The Selling Concept
The idea that consumers will not buy enough of the firm’s products
unless it undertakes a large scale selling and promotion effort.
1-24

25. Design a customer-driven marketing strategy
cont...
4 Marketing Concept
The marketing management philosophy that achieving organizational
goal depends on knowing the needs and wants of target markets and
delivering the desired satisfaction better than competitors do.
5 The Social Marketing Concept
The company should make good marketing decisions by considering
consumers long run interests, and society long run interests.

26. Company Orientations
Towards the Marketplace
Production Concept
Consumers prefer products
that are widely available
and inexpensive
Product Concept
Consumers favor products that
offer performance, most
quality, or innovative features
Selling Concept
Consumers will buy products
only if company aggressively
promotes/sells these products
Marketing Concept
Focuses on needs/ wants of
target markets & delivering
value better than competitors

27. Value and Satisfaction
1-27
Expectation Performance
810
If performance is lower than expectations, satisfaction is low.
If performance is higher than expectations, satisfaction is high.
Expectation Performance
108

28. Customer Value
• Customer value = customer
benefits – customer costs
Customer benefits
Anything desired by the
customer that is received in
an exchange
Customer costs
Anything a customer gives up
in an exchange for benefits
1-28

29. The Marketing Concept
1-29
MARKETING CONCEPT
Customer
orientation
Organization’s
performance
objectives
Coordinated
marketing
activities
+
+
+ Customer
satisfaction
Organizational
success

30. Societal Marketing Concept
1-30
Society
(Human Welfare)
Consumers
(Wants)
Company
(Profits)
Societal
Marketing
Concept

31. IMPORTANCE OF MARKETING
• Marketing is playing a very important role in
today`s business world, and its importance
is increasing day by day,

32. IMPORTANCE OF MARKETING
• AT GLOBAL LEVEL:
• Marketing provides services in promoting
multinational business all around the world
to international customers in international
markets.
• Coca Cola operates all over the world, and
the marketers are providing services for
them in the entire world.

33. • At Domestic Level
• Marketing is providing valuable services at
domestic level by promoting locally
produced products, to local customers in
local markets, thus is trying to bring
matching effect in needs and wants of local
customers.
IMPORTANCE OF MARKETING

34. IMPORTANCE OF MARKETING
• At Organizational Level:
• Through marketing activities we always try
to attract more and more customers and try
to satisfy them up to the last possible limit
of satisfaction. so more satisfied customers
means more profit, and more chances for
surviving in long run in the markets.

35. IMPORTANCE OF MARKETING
• At Personal Level:
Services of Marketers are also valuable at personal level
as well.
For example if you want to take admission in any university
abroad, or you are searching job so you can visit the
website or ad etc. You do not need to go there and spend
more time and money.
Similarly, you can also make online purchasing or students
can find required data on internet.

36. Marketing
• The process of building profitable
customer relationships by creating value
for customers and capturing value in
return.