Professional Documents
Culture Documents
Marketing Planning & Implementation
Marketing Planning & Implementation
Implementation
(MGT-411)
Course Objectives
Learning Outcomes
Recommended Books
Marketing Management A South Asian Perspective
by Philip Kotler, Kevin Lane Keller, Abraham Koshy &
Mithileshwar Jha, 13th Edition, Published by Pearson
Education, Inc.
Strategic Marketing Management Meeting The
Global Marketing Challenges by Carol H. Anderson &
Julian W. Vincze Published by Houghton Mifflin Company.
Principles of Advertising & IMC by Tom Duncan 2nd
Edition, Published by McGraw-Hill Irwin.
Principles of Marketing by Philip Kotler & Gary Armstrong
Thirteenth Edition, Published by Prentice Hall
LECTURE-1
Defining Marketing
for the 21st Century
Chapter Questions
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.
(American Marketing Association Formal Definition)
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.
(American Marketing Association Formal Definition)
What is Marketed?
Services
Goods
Demand States
Negative Demand
Consumers dislike the
Nonexistent Demand
Consumers may be unaware
Latent Demand
Declining Demand
Irregular Demand
Unwholesome Demand
Consumers attracted to
Full Demand
Consumers are adequately
buying all products.
Overfull Demand
More consumers would like to
buy than can be satisfied.
Consumer markets
Business markets
Global markets
Nonprofit/Government markets
Functions of CMOs
Target markets,
positioning,
segmentation
Marketing channels
Communication Channels e.g.
Supply chain
Competition
Marketing environment
Task Environment e.g.
Company,
Suppliers, Distributors, Dealers & Target
Customers
Marketing planning
Product
Product Variety/Quality/ Design/
Features/Brand Name/ Packaging/
Sizes/Services/Warranties/Returns
Price
List Price/Discounts/Allowances/
Payment Period/Credit Terms
Place
Channels/Coverage/Assortments/
Locations/Inventory/Transport
Promotion
Sales Promotion/Advertising/Sales
Force/Public relations/ Direct
Marketing
Four Cs
Customer solution
Customer cost
Convenience
Communication
Relationship Marketing
Relationship marketing is a strategy designed to foster
customer loyalty, interaction and long-term engagement.
Internal Marketing
Internal marketing is the task of hiring, training, and
motivating able employees who want to serve customers
well.
Performance Marketing
Financial Accountability
Social Responsibility
Marketing
Corporate social
marketing
Cause marketing
Corporate philanthropy
Corporate community
involvement
Socially responsible
business practices
The End