Principal Of Marketing

1. 1-1
Principles of Marketing
Marketing
Chapter 1
Introduction of Marketing
By:MADDY.KALEEM

2. 1-2
What Is Marketing?
Marketing Defined
Marketing is the process by which
companies create value for
customers and build strong
customer relationships to capture
value from customers in return.
By:MADDY.KALEEM

3. What is Marketing
Marketing is the process of providing the
right product at the right place, right time
and informing the people about it.
1-3
By:MADDY.KALEEM

4. 1-4
What Is Marketing?
The Marketing Process
• Understand the marketplace and customer
wants and needs
• Design a customer-driven marketing strategy
• Construct a marketing plan that delivers
superior value
• Build profitable relationships and create
customer satisfaction
• Capture value from customers to create profit
and customer equity
By:MADDY.KALEEM

5. 1-5
Create customer driven
marketing strategy
Construct a marketing
program that delivers
superior value
Build profitable relationships
& create customer delight
Capture value from
customers to create profits
& customer quality
Understand the
marketplace and
customers’ needs/wants
By:MADDY.KALEEM

6. 1-6
1Customer Needs, Wants, and Demands
Needs are states of deprivation:
• Physical—food, clothing, warmth, safety
• Social—belonging and affection
• Individual—knowledge and self-expression
By:MADDY.KALEEM

7. 1-7
Customer Needs, Wants, and Demands
• Wants are the form that needs take as they are
shaped by culture and individual personality.
• Demands are wants backed by
buying power.
Understanding the Marketplace
and Customer Needs
By:MADDY.KALEEM

8. Example: When we are hungry (need) we want food
(want) but in food if we want pizza and we have capacity
to pay for the price of pizza then it is called Demand.
1-8
By:MADDY.KALEEM

9. 1-9
• Markets are the set of actual and potential buyers
of a product.
• Marketing system consists of all of the actors
(suppliers, company, competitors, intermediaries,
and end users) in the system who are affected by
major environmental forces: Demographic; Economic;
Physical; Technological; Political-legal; Socio-cultural
By:MADDY.KALEEM

10. 1-10
Marketing Management Orientations
• Product concept
• Selling concept
• Marketing concept
2Designing a Customer-Driven
Marketing Strategy
By:MADDY.KALEEM

11. 1-11
Marketing Management Orientations
Product concept is the idea that consumers will
favor products that offer the most quality,
performance, and features for which the
organization should therefore devote its energy
to making continuous improvements.
Designing a Customer-Driven
Marketing Strategy
By:MADDY.KALEEM

12. 1-12
Marketing Management Orientations
Selling concept is the idea that consumers will not
buy enough of the firm’s products unless it
undertakes a large scale selling and promotion
effort.
Example: Insurance and Blood Donation
Designing a Customer-Driven
Marketing Strategy
By:MADDY.KALEEM

13. 1-13
Marketing Management Orientations
Marketing concept is the idea that achieving
organizational goals depends on knowing the
needs and wants of the target markets and
delivering the desired satisfactions better than
competitors do.
Views Marketing not as ‘Hunting’ but as ‘gardening’
Designing a Customer-Driven
Marketing Strategy
By:MADDY.KALEEM

14. 1-14
3.Marketing Mix
The marketing mix is the set of tools (four Ps) the firm
uses to implement its marketing strategy:
• Product – create a need-satisfying market offering
• Price – decide how much it will charge for the offer
• Promotion – communicate with target customers about
the offer and convince them of its merits
• Place – decide how it will make the offer available to
target consumers
By:MADDY.KALEEM

15. 4,5Building Customer Relationships
and capture value from customers
What is Customer Relationship Management
Customer value
Customer satisfaction
Customer relationship levels and tools
By:MADDY.KALEEM

16. 1-16
By:MADDY.KALEEM