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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#