Let’s have an INTRODUCTION

Who are You???

Introduce Yourself (Name)
Your hobbies
 S. Rashid Hussain (Edu.Profile)

 Schooling  Karachi
 High School  Germany
 International Baccalaureate in Economics- RWTH University of
Aachen
 Bachelor of Science- Marketing University of Maastrich t, The
Netherlands.
 Master of Science- Marketing University of Maastrich t,
Nederland
 Doctorandus ; “International Business Studies”University of
Maastrich t , The Netherlands
 Post Graduate Diploma in Public Administration – University of
Karachi
 Certified Professional Marketer (Asia Pacific)- Japan
Work Profile
 Work Profile
 Sales Division Citi Bank (Pakistan)
 Business Research Analyst University of Aachen (Germany)
 Research Wing German Ministry of Developmen t & Planning (Germany)
 ‘ Marketing Consultan t’ Global Marketing Division Merck KGaA- Pharma (Germany,
UK)
 Production Division Volkswagen AG (Germany)
 ‘ Consultan t’ En terprises Consultancy Caps Gemini Ernst & Young (The Nederland,
Luxembourg, Belgium)
 ‘Marketing Manager’ Marketing & NPD Division Diagenics In ternational Corp. (U.K,
Germany, Italy, Spain)
 ‘Senior Manager ’ Research Services Division (Unilever- Regional) ACNielsen
(MENAP,)
 Head of Marketing / Consumer & Channel Developmen t  Hilal Confectionery
(Pakistan)
 Assistan t Professor- Marketing Institu te of Business Managemen t- Karachi
 Assistan t Professor Marketing PAF KIET- Karachi
 Assistan t Professor Marketing  University of Managemen t and Technology
 Assistan t Professor Marketing  University of Engineering and Technology, Lahore
 Assistan t Professor Marketing  FAST NU
 Lesson
Every morning, a deer wakes up. It knows it must outturn
the fastest tiger, or it will be killed.
Every morning, a tiger wakes up. It knows it must run fast
than the slowest deer, or it will starve.

 It doesn’t m atter whether you’re a

tiger or a deer---when the sun com es
up, you’d better be running
Defining Marketing for
st
the 21 Century
 Important Questions
 Why is marketing importan t?

 What is the scope of marketing?

 What are some fundamen tal marketing concepts?

 How has marketing managemen t changed?

 What are the tasks necessary for successful marketing managemen t?

 What is Marketing?

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.
What is Marketing Management?

Mar keti ng management is the

ar t and science
of choosing target markets
and getting, keeping, and growing
customers th rough
creating, delivering, and
communicating
super ior customer value
What is Marketed?
What Is Marketed?
What Is Marketed?
What Is Marketed?
What Is Marketed?
What Is Marketed?
What Is Marketed?
A Simple Marketing System
Key Customer Markets
Key Customer Markets
Key Customer Markets
Key Customer Markets
 Functions Of CMOs

Strengthening the brands

Measuring marketing effectiveness
Driving new product developmen t based on
customer needs
Gathering meaningful customer insigh ts
Utilizing new marketing technology
 Core Marketing Concepts

Needs, wan ts, and demands

Target markets, positioning, segmen tation
Offerings and brands
Value and satisfaction
Marketing channels
Supply chain
Competition
Marketing environmen t
 Five Types of Needs

Stated needs (the customer wants an inexpensive car

Real needs (the customer wants a car who operating cost,
not its initial price, is low)
Unstated needs (the customer expects good service from
the dealer)
Deligh t needs (When the consumer doesn ’t explicitly express
that he would wan t something bu t would like to have it anyway, say
for example he would like the car dealer to include an onboard GPS
navigation system too; this becomes a deligh t for him)

Secret needs (the consumer wan ts a car for the status symbol)
The Marketplace Isn’t What Its Used to be

Information technology
Globalization
Deregulation
Privatization
Competition
Convergence
Consumer resistance
Retail transformation
 New Consumer Capabilities
A substan tial increase in buying power
A greater variety of available goods and
services
A great amoun t of information about
practically anything
Greater ease in in teracting and placing and
receiving orders
An ability to compare notes on products and
services
An amplified voice to influence public
opinion
Company Orientation

Production Product

Selling Marketing
Holistic Marketing Dimensions
The Four P’s
 Relationship Marketing – Customer Lifetime Cycle

Relationship
Intensity

Time

Aquisition Retention Ending/Reaquisition

Marketing Management Tasks
Develop market strategies and plans
Capture marketing insights
Connect with customers
Build strong brands
Shape market offerings
Deliver value
Communicate value
Create long-term growth
 Marketing Debate:
Take a Position!
Does marketing shape consumer needs?
or
Does marketing merely reflect the needs and
wants of consumers?
Thanks!