“THE PROOF IS IN THE PUDDING”

“TIME TELLS ALL”

“Its not only what you say,

but how you do it”

MARKETING: …WHERE
EXPECTATION MEETS REALITY
Building Long-term Profitable Relationship
Principles of Marketing

with Mansura Akter

Week 1 - Introduction
 Today’s Outline
• Introductions
• Overview of Course Outline
• Overview of Course Text
• Overview of Cases and Teams
• Introduction to PM: “ Principles of
Marketing”
 Introductions - Instructor
Mansura Akter
– BBA (Marketing), MBA (Marketing), DU
– Lecturer, Department of International Business, DU
– Enjoy reading, cycling, traveling, and camping
 Introductions - Students
• Your name?
• Something of interest about yourself?
• Why are you studying “PM”?
• What do you expect to learn from this
course?
 Course Text and supplements

•Required Readings
- Principles of Marketing : Philip Kotler, 14th edition,
Pearson-Prentice-Hall, 2003. www.prenhall.com/kotler
•Suggested/Supplement
Readings
- Principles of Marketing: A South Asian Perspective,
Philip Kotler, Gary Armstrong, Prafulla Y. Agnihotri & Ehsan
ul Haque, 13th edition, Pearson-Prentice-Hall, 2009.
- Principles of Marketing, Tamzid Ahmed Chowdhury     
 Course Outline
• Case – based course.
(Teams and Individual)
(Lecture/Case Presentation/Discussion)

• See Handout
 GROUP CASE
PRESENTATION/REPORTS
• Group Case presentations are due the class of the Case
Analysis as given in the class.
• Case reports must be submitted in a report format as per
the guidelines given by your instructor.
• Late case reports (without prior arrangement and for good
cause) will be assessed a 10% daily penalty, up to three
calendar days. Case reports handed in late beyond three
days will receive a mark of 0 for that particular
assignment.

• NOTE: ALL STUDENTS ON THE CASE TEAM WILL

RECEIVE THE SAME GRADE. YOUR TEAM MEMBERS
WILL BE YOUR TEAM FOR THE ENTIRE COURSE.
 Case Teams/Study Group
• Please take 1 Week to form a study team of
7 people and…
• Determine a “name” for your team
• One member from the team should record a
list of all of the team members names (last
name, first name and student I.D.) and
submit the list along with the “Team Name”
to the instructor by end of due class .
 Case Sources
• Cases will be assigned from the textbook as
the course proceeds. Please check the
course website to find out which case is due
for your next class.
 MARKETING : …WHERE
EXPECTATION MEETS REALITY
Building Long-term Profitable Relationship
 Kotler on
Marketing

The future is not ahead

of us. It has already
happened.
Unfortunately, it is
unequally distributed
among companies,
industries and nations
 The New Economy

• Substantial increase in buying power

• A greater variety of goods and services
• A greater amount of information about practically
anything
• A greater ease in interacting and placing and
receiving orders
• An ability to compare notes on products and
services
 Marketing Defined

• Marketing: typically seen as the task of

creating, promoting, and delivering goods
and services to consumers and businesses.
 The Scope of Marketing
• Places • Goods
• Properties • Services
• Organizations • Experiences
• Information • Events
• Ideas • Persons
This Is a Need

Needs - state of felt

deprivation
including physical,
social, and
individual needs.
This Is a Want

Wants - form that a

human need
takes, as shaped
by culture and
individual
personality.
 This Is Demand

Wants Buying Power

“Demand”
 Value and Satisfaction

Expectation Performance Expectation Performance

8 10 10 8

If performance is lower than expectations, satisfaction is low.

If performance is higher than expectations, satisfaction is high.

 Thank You
• See you next class
– read ahead
– meet with your group and discuss about the
course prior to class