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Marketing
BT505

Lecture 1-2
 By the end of the lecture, the student
would be able to:
1. Define Marketing and Digital
Marketing.
2. Differentiate between
Marketing, Advertising, Public
Relations, and Publicity.

Lecture 3. Summarize the Marketing

Process

Objectives 4. Differentiate among different

Marketing Concepts
5. Differentiate between needs,
wants and demands
6. Define Customer Loyalty and List
its antecedents and outcomes.
7. Explain the relationship
between satisfaction and loyalty.

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 • Text Book
• Case Studies
• Presentations

The Course • Term Projects

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The • Ms. Sehrish Butt
• Dr. Muhammad Yahya Noori
Facilitators

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What is
Marketing?
Marketing
Managing Profitable Customer
Relationships

A social and managerial process by

which individuals and organizations
obtain what they need and want
through creating and exchanging
value with others

The process by which companies

create value for customers and build
strong customer relationships in order
to capturee value from customers in
return
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What is
Marketing All
About?
Marketing Vs Selling

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Marketing Vs Advertising

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Advertising Vs Public Relations

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Public Relations Vs Publicity

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Market

The set of all actual and potential buyers

of a product and services
 Market Some combination of products,
services, information or experiences

Offerings
offered to a market to satisfy a need
or want.

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Marketing
Management
The art and science of choosing
target markets and building
profitable relationships with them
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Customer
Loyalty
Pyramid

Kandampully 2015
Antecedents
and Outcomes
of Customer
Loyalty

Kandampully 2015

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Thank You