Session 1 MG 220 MBA - 16 Aug 10

MG 220 Marketing ManagementMBA 10

Fall 2010

Muhammad Talha Salam, Asst. [email protected]

Access it online: www.slideshare.net/talhasalam

Part 1: Understanding Marketing Management

> Importance of Marketing> Scope of Marketing

Class Presentation | Session 1 | 12 Aug 2010

MG 220 Marketing Management 2Access it online: www.slideshare.net/talhasalam

Importance of MarketingWhy it is required

• Financial success & Marketing ability• Making the right decision– Simple?

• Skillful marketing: A never-ending pursuit


Scope of MarketingWhat is Marketing

• Some definitions:– “Meeting needs profitably”– AMA: “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”


Scope of MarketingWhat is Marketing

• Some definitions (contd.):– Kotler: “Marketing management is the

art and science of choosing target markets and getting, keeping, and growing customers through creating, delivering, and communicating superior customer value”


Scope of MarketingExchanges & Transfers

• Exchange– Process of obtaining a desired product from

someone by offering something in return

• Transaction– Trade of values between two or more parties

• Transfer– One party gives something to other but doesn’t

receive anything in return


Scope of MarketingWhat is marketed?

• Goods• Services• Events• Experiences• Persons• Places• Properties• Organizations• Information• Ideas


Scope of MarketingWho markets?

• Marketer, someone who seeks a response from another party, called Prospect

• Marketers are responsible for Demand Management– Negative– Non-Existent– Latent– Declining– Irregular– Full– Overfull– Unwholesome



• Markets, collection of buyers and sellers who transact over a particular product or product class



• Marketplaces, Marketspaces & Metamarkets– Marketplaces

Physical | buying yourself

– MarketspacesOnline | ‘Ordering’

– MetamarketsComplimentary products


Scope of MarketingHow businesses are changing

• “The Marketplace isn’t what it used to be”– Changing technology

– Globalization

– Deregulation



• “The Marketplace isn’t what it used to be”– Privatization

– Customer empowerment

– Customization

– Heightened competition



• “The Marketplace isn’t what it used to be”– Industry convergence

– Retail transformation

– Disintermediation

MG 220 Marketing ManagementMBA 10

Fall 2010

Muhammad Talha Salam, Asst. [email protected]

Access it online: www.slideshare.net/talhasalam

Part 1: Understanding Marketing Management

> Company Orientation towards the Marketplace

> Fundamental Marketing Concepts, Trends and Tasks

> Marketing & Customer Value

Class Presentation | Session 2 | 19 Aug 2010

Session 1 MG 220 MBA - 16 Aug 10

Business

Transcript of Session 1 MG 220 MBA - 16 Aug 10