AHSAN ALI (M.I.

S)
C.V GROUP KNIGHT’S
LAHORE
‘Marketing is the management process
that identifies, anticipates and
satisfies customer requirements
profitably’

The Chartered Institute of Marketing

 ‘The right product, in the right place,
at the right time, and at the right price’

Adcock et al
 Marketing is about meeting the needs and
wants of customers;

Marketing is a business-wide function – it is not

something that operates alone from other
business activities;

Marketing is about understanding customers

and finding ways to provide products or
services which customers demand.
• Who are our existing / potential customers?
• What are their current / future needs?
• How can we satisfy these needs?
Can we offer a product/ service that the
customer would value?
Can we communicate with our customers?
Can we deliver a competitive product of
service?
• Why should customers buy from us?
 Profitable
 Offensive (rather than defensive)
 Integrated
 Strategic (is future orientated)
 Effective (gets results)

Hugh Davidson 1972

 Specific
 Measurable
 Achievable
 Realistic
 Time Bound
 Market share objective
 To increase profits
 To Survive
 To grow
The Marketing Mix is also known as
the 4P’s, they are:

• Price
• Place
• Product
• Promotion
 Systematic futuristic thinking by management
 better co-ordination of a company’s efforts
 development of performance standards for

control
 sharpening of objectives and policies
 better prepare for sudden developments
 Analysis - where are we now?
 Objectives - where do we want to be?
 Strategies - which way is best?
 Tactics - how do we ensure arrival?
 Control - are we on the right track?
• AREA KNOWLEDGE
• PRODUCT KNOWLEDGE
• CUSTOMER IDENTIFICATION
• CUSTOMER KNOWLEDGE
• CHEMIST FEED BACK
• BAG PREPARATION
• CHAMBER FIGHT
• COMPETITOR KNOWLEDGE
• PREE CALL ANALYSIS
• POST CALL ANALYSIS
• COMMITMENT
• SALES EVALUATION