Marketing for Managers– Zahid Iqbal

Marketing –
CoreConcepts
Grading
Division Marks
Class Participation + Quizzes and Activities 15
Mid Term 25
Final Project – Group, Written + 20
Presentation
Final Exam - Comprehensive 40
Prescribed Book
• Kotler, P. Keller, K.L. (2016). Marketing Management (15th Edition).
Pearson.

• Understanding over Definitions

• Concepts, Examples, Application

Basics Revisited – Core Marketing
• Needs – Basic Human Requirements

• Wants – Specific object needed is wants

• Demands – backed by ability to pay

Basics Revisited – Core Marketing
• Segments– Not everyone likes Nihari..

• Target Market – Market offering (Value Proposition) developed for

target market.

• Position – Position in the mind of the target buyer

Basics Revisited – Core Marketing
Production Concept – Inexpensive and available Product Concept – Most innovative product

Haier Better Mouse Trap

Selling Concept – Heavy Marketing to Sell Marketing Concept – Customer Centered, Sense and
respond policy
Insurance
Customizable Lap tops
Holistic Marketing Concept
Holistic Marketing
• What is a job well done by HR in internal marketing for today ?

• What is a good measure of Performance Marketing other then

financial?

• Who are marketing partners?

• Describe modern integrated and traditional integrated marketing

channels?
Basics Revisited – Core Marketing
• Write down the 4 P’s

• Core competencies –
- Source of competitive advantage and contributes to customer
benefits
- Applications in wide variety of markets
- Difficult for competitors to imitate
Marketing Management
• Focuses on application of marketing orientation, techniques and
methods inside enterprise and organizations and on the
management of a firms marketing and resources and activities.

• C- level executives now include CMO (Chief Marketing Officer)

Along with CFO (Chief Finance Officer)
Yahoo Google
Blockbuster Netflix
My Space Facebook
Barnes and Nobles Amazon
BMW – 1 Series
• https://www.youtube.com/watch?v=D7nUGNpQjB0

• 110 Million in Revenue

• Web Only

• Influential Bloggers

• Feedback for Styling

Scope
• Marketing

• What is Marketed – 10 types of entities

- Goods, Services, Events, Experiences, Persons, Places, Properties,
Organizations and Information

• Key Customer Markets – 4 types

- Consumer, Business, Global and Non Profit.
New Marketing Realities
• Technology – Sharing information is power. Free cut in exchange
for information.

• Globalization – China, India, Pakistan and Egypt.

• Social Responsibility – Incorporate Social Responsibility.

Lecture 1 Key Terms
• Marketing Management – Focuses on application of marketing orientations, techniques
and methods inside an enterprise while managing firms available resources for
marketing.

• BMW 1 Series – Web only, influential bloggers and feedback for styling.

• Markets – Consumer Markets, Business Markets, Global Markets, Non Profit and
Government Markets.

• New Marketing Realities – Technology, Globalization and Social Responsibility.