Applied Marketing Session I

8/19/2019 Applied Marketing Session I

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Applied Marketing

StrategiesWelcome!

穆罕默德阿里Dr. Raja Irfan Sabir [email protected]

0321-9396618


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2day! Di!cu!!ion

Perceptual Maps, Gift

Diagnostic Test, Concepts

Introduction: Course Outline, Student Objectives

Applied Mareting! Strategies


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"ar#e$ing S#i%%!

Anal"tical

Tec#nical

Interpersonal

Opti$u$

Output


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"ar#e$ing

• Applied Marketing

• Marketing Strategies


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Marketing is "the activity, set ofinstitutions, and processes for creating,

communicating, delivering, and exchangingoerings that have value for customers,clients, partners, and society at large."

Marketing is used to identify the customer,satisfy the customer, and keep (retain) thecustomer.

&ha$ i! "ar#e$ing'


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• Marketing generates the strategy thatunderlies sales techniques, business

communication, and businessdevelopments.

• Marketing is an integrated processthrough hich companies build strong

customer relationships and create valuefor their customers and for themselves.

"ar#e$ing


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• A good, idea, method, information, object, orservice that is the end result of a process andserves as a need or want satisfier.

• It is usually a bundle of tangible and intangibleattributes benefits, features, functions, uses! that a

seller offers to a buyer for purchase.

Source" http"##www.businessdictionary.com#definition#product.html

&ha$ $o "ar#e$- ( )roduc$


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*u!ine!! $o *u!ine!! +*2*, "ar#e$ing

*u!ine!! $o on!umer +*2, "ar#e$ing

(%ied "ar#e$ing


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our!e /u$%ine

De!cri$ion

$his course is intended to provide %andidateswith the upto date information and develop

appropriate skills in the field of Marketing.

$opics covered in this course have been

selected # organi&ed keeping in view the global

challenges for Marketing Managers.


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our!e /u$%ine (roach

oic! to be discussed in this course will be approached

by using a combination of lectures, case studies, presentations, research papers and discussions.

S$uden$! are e'pected to be prepared to initiate

discussions based on issues from the assigned topics and

readings, and to contribute their views and#or analyses.


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our!e /u$%ine Reading! Reference!

http"##www.aon.com

http"##www.bnet.comwww.springerlink.com

www.sciencedirect.com

http"##www.icmrindia.org

www.emeraldpublications.com

http"##books.google.com


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our!e /u$%ine

rading

(esearch Articles and )resentations

%ase Study *iscussions"

%lass )articipation

Attendance and Attitude

%ourse %oordinator+s personal view


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Context / Concepts


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he )roduc$ion once$

• Management philosophy that buyers prefer goods

and services which are cheap and widely

available.%an we produce the product

%an we produce enough of it


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he )roduc$ once$

• A firm employing a product orientation is

chiefly concerned with the -uality of its own

product. A firm would also assume that as longas its product was of a high standard, people

would buy and consume the product.

uality of the product


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he Sa%e! once$

• $he concept to not only produce the products,

but also try to convince customers to buy them

through advertising and personal selling.%an we sell the product

%an we charge enough for it


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he "ar#e$ing once$

• $he philosophy that firms should analy&e

the needs of their customers and then make

decisions to satisfy those needs, better thanthe competition.

/hat do the customers want

%an we develop it while they still want it

0ow can we keep our customers satisfied


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4yercome$i$ion

• Increased $rade and Integration between countries

• Increased )opulation and its *emand

•Increased customisation

• Short product life cycles

• *ifficult to stay ahead for long time

• Inno5a$ion re-uired for sustainability.

• %ontinuous "ar#e$ing re!earch is re-uired for

coping with the challenge of 4yer come$i$ion


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Inno5a$ion )roce!!

Invention(Idea Generating)

Sales %

MaretingDevelop$ent

Profitable

Turnover &&&Industriali'a(

tion


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*a!ic ermino%ogie!

• Market Research

• Marketing Research

• Marketing Information System• Balanced Scorecard: Performance

Measurement Techniue

!ustomer erspective

#nternal erspective

#nnovation $ learning

%inancial erspective


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*a!ic ermino%ogie!

• Benchmarking

• Best Practices

• Business Process Reengineering

• ross "unctional Teams

• #esign for $n%ironment

• $&ciency

• $'ecti%eness

• $nd of (ife


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*a!ic ermino%ogie!

•#i%ersity

• )ai*en

• Product "amily• Personalised Marketing

• $%ent Marketing

• Agricultural marketing• +reen Marketing


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*a!ic ermino%ogie!

• "ailure Analysis

• Relationship Marketing

• Industrial Marketing

• Ser%ices Marketing

• Social Marketing

• Internet Marketing

• Segmentation Strategy


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*a!ic ermino%ogie!

• Social Marketing

• Societal Marketing

• +uerilla Marketing• $,periential Marketing

• Tourism Marketing

• $%ent Marketing• Relationship Marketing

• Bu** Marketing


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Marketing (esearch

• Marketing research is a special branch

of "ar#e$ing "anagemen$. It is the soul ofMarketing management. It is of recent origin and

widely used by manufacturers, e'porters,

distributors and service organisations.


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ach rou need! $o !e%ec$ one comany from $he fo%%o7ingindu!$rie!

a, )harmaceu$ica%

b, e$i%e

c, (u$omobi%e

d, on!$ruc$ion

e, e%ecommunica$ion

( Sma%% and a *eau$ifu% if$


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)%ea!e (na%y!e $he !e%ec$ed comany and i$! come$i$or!7eb!i$e: and 7ri$e a reor$ on $heir mar#e$ing !$ra$egie!

a, In$roduc$ion of $he comany

b, S&/ (na%y!e! of bo$h comanie! mar#e$ing!$ra$egy

c, )er!ona% cri$ici!m and Sugge!$ion!

)re!en$a$ion ; 10 "in!

( Sma%% and a *eau$ifu% if$


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All a!y uestions and Suggestions are /elcome)%ea!e1

Shukran 2ie 2ie

han#

Applied Marketing Session I

Documents

Transcript of Applied Marketing Session I