MIP

Session 2
Issues
05/10/22
MIP is about
• Peculiarities of the Pakistani marketing
environment

Would Encompass
• Unique dynamics
• Opportunities
• External environmental forces
• And issues
 CREATE VALUE FOR CUSTOMERS
AND BUILD RELATIONSHIPS
TO CAPTURE VALUE FROM CUSTOMERS IN RETURN

Engage
Construct an customers
Design Capture value
Understand the integrated
customer value- Build from customers
marketplace marketing
driven program relationships Create profits
Customers marketing Create and customer
needs & wants strategy that delivers
customer equity
superior value
delight
 Important topic, problem for debate/ discussion.

Talking about, thinking about, concerned about, matter in dispute, final

outcome, a solution or resolution

The constraints, hurdles &/or problems, difficulty to define target market

Customs, norms, cultural factors, traditions &/or beliefs creating challenges

Socio-economic conditions, that prevent the business infrastructure

Need to alter strategies working elsewhere

 Market Space

Consumer Needs

Product Value
(Price)
Performance

Promotion

Placement
 What level
Difference btw
does MR
Need Want
influence/
Demand
target?

Why is it
Important? Do marketers
create needs?
What Is
Market
Research
 • Inform
What/ Why? Role • Provide
• Examine

• Analyse
Function • Explain
• Discover

• Generate
Utility • Ascertain
• Unearth
 Levels of
influence?

Market
Logistics
Strategic
Customer Space
Plans
insights
Satisfying Solution
Needs Wants Demand