Fundamentals Of Marketing

(MGT-210)

Copyright © 2012 Pearson Education, Inc.  

1- 1
Publishing as Prentice Hall
 Course Objectives
 Students understand the basic concepts,
theories, processes and terminology of
contemporary marketing.

 Analyze marketing problems and suggest 
workable solutions.

 Understand the effects of the marketing 
concept on consumers and society. 

 Develop a consciousness about the

importance of ethics in the marketing discipline.
 Learning Outcomes

 Understand the importance of marketing in

business practices.

 Understand the various marketing mix tools:

product, pricing, promotion, and distribution.

 Recommend and justify an appropriate mix of

such strategies to form a cohesive overall
strategy for a given marketing task or situation.
 Recommended Books
 Principles of Marketing by Philip Kotler & Gary Armstrong
Fifteenth Edition, Published by Prentice Hall

 Marketing Management – A South Asian Perspective

by Philip Kotler, Kevin Lane Keller, Abraham Koshy &
Mithileshwar Jha, 13th Edition, Published by Pearson
Education, Inc.

   Principles and Practices of Marketing by Jobber, D. 4th 
edition, McGraw Hill International.

 Principles of Advertising & IMC by Tom Duncan 2nd

Edition, Published by McGraw-Hill Irwin.
 Teaching Methodology

My basic teaching philosophy for this course is

to blend the theory and practice of Marketing in a
comfortable, supportive & easy language that
promotes active learning.
 Assessment Criteria

ITEM ASSESSMENT TASK TOTAL MARKS

1 Assignments (4) 10%

2 Quizzes (4) 10%
Graded Discussion
3 05%
Topics (4)
4 1st Sessional 10%
5 2nd Sessional 15%
6 Final Examination 50%

Your assessment & final grades will be based as per University existing rules.
 Course Outline
 Marketing: Creating and Capturing Customer Value.
 Company and Marketing Strategy: Partnering to Build
Customer Relationships.
 Analyzing the Marketing Environment.
 Managing Marketing Information to Gain Customer
Insights.
 Consumer Markets and Consumer Buyer Behavior.
 Business Markets and Business Buying Behavior.
 Customer-Driven Marketing Strategy: Creating Value for
Target Customers.
 Product, Services, and Brands: Building Customer
Value.
 New-Product Development and Product Life-Cycle
Strategies.
 Understanding and Capturing Customer Value.
 Course Outline...
 Pricing Strategies.
 Marketing Channels: Delivering Customer Value.
 Retailing and Wholesaling.
 Communicating Customer Value: Integrated Marketing
Communications Strategy.
 Advertising and Public Relations.
 Personal Selling and Sales Promotion.
 Direct and Online Marketing: Building Direct Customer
Relationships.
 Creating Competitive Advantage.
 The Global Marketplace.
 Sustainable Marketing Social Responsibility and Ethics.
 LECTURE-1

Marketing:
Creating and Capturing
Customer Value

Copyright © 2012 Pearson Education, Inc.  

1- 9
Publishing as Prentice Hall
 Topic Outline

 What Is Marketing?
 Marketing process
 Understanding the Marketplace and
Customer Needs
 What Is Marketing?

Marketing is a process by which

companies create value for customers
and build strong customer relationships
to capture value from customers in
return.
Marketing Process
 Understanding the Marketplace
and Customer Needs
Customer Needs, Wants, and Demands

• States of deprivation

Needs • Physical—food, clothing, warmth, safety

• Social—belonging and affection
• Individual—knowledge and self-expression

Wants • Form that needs take as they are shaped by culture

and individual personality

Demands • Wants backed by buying power

 Understanding the Marketplace
and Customer Needs
 Market offerings are
some combination of
products, services,
information, or
experiences offered to a
market to satisfy a need
or want
 Marketing myopia is
focusing only on existing
wants and losing sight of
underlying consumer
needs
Understanding the Marketplace
and Customer Needs
Customer Value and Satisfaction
Expectations

Customers
• Value and
satisfaction

Marketers
• Set the right level of
expectations
• Not too high or low
 Understanding the Marketplace
and Customer Needs

Exchange the act of obtaining a desired

object from someone by offering
something in return

Marketing actions try to create, maintain,

grow exchange relationships.
Understanding the Marketplace
and Customer Needs
Markets are the set of actual and
potential buyers of a product
 Bibliography
 Principles of Marketing by Philip Kotler & Gary Armstrong
Fifteenth Edition, Published by Prentice Hall

 Marketing Management – A South Asian Perspective

by Philip Kotler, Kevin Lane Keller, Abraham Koshy &
Mithileshwar Jha, 13th Edition, Published by Pearson
Education, Inc.

   Principles and Practices of Marketing by Jobber, D. 4th 
edition, McGraw Hill International.

 Principles of Advertising & IMC by Tom Duncan 2nd

Edition, Published by McGraw-Hill Irwin.
 The End

"Unless you try to do something

beyond what you have already
mastered, you will never grow."
Ronald E. Osborn