Fundamental of marketing

1. Fundamentals Of
Marketing
(MGT-210)

2.  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.
Course Objectives

3.  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.
Learning Outcomes

4.  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.
Recommended Books

5. 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.
Teaching Methodology

6. 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.

7. 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.

8. Marketing:
Creating and
Capturing
Customer Value

9.  What Is Marketing?
 Marketing process
 Understanding the Marketplace and Customer Needs
Topic Outline

10. 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.

11. Marketing Process

12. • States of deprivation
• Physical—food, clothing, warmth, safety
• Social—belonging and affection
• Individual—knowledge and self-expression
Needs
• Form that needs take as they are shaped by culture and
individual personality
Wants
• Wants backed by buying power
Demands
Customer Needs, Wants, and Demands
Understanding the Marketplace
and Customer Needs

13. 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

14. 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

15. 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.

16. Understanding the Marketplace
and Customer Needs
Markets are the set of actual and potential buyers of a
product

17. 1- 17
Copyright © 2012 Pearson Education, Inc.
Publishing as Prentice Hall
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.