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MARKETING MANAGEMENT
Chaudhry Muhammad Nadeem Faisal
Cell: 0305-7761061
Email: [email protected]
B-Email: [email protected]
Url: www.littlemichael.co.uk/faisal/index.htm
Blekinge Institute of Technology
SE-371 79 Karlskrona
+46 455 38 50 00
www.bth.se/eng
DEFINATION
Marketing Management :
Marketing management is a business discipline. It
focuses in real time market techniques and also to
manage the organizational resources. It is also an art
& science Choosing the target market getting, keeping
and growing the customers through creating, delivering
and communicating superior customer value
TO achieve the desired response form the other party is a basic
definition of marketing management
Blekinge Institute of Technology
SE-371 79 Karlskrona
+46 455 38 50 00
www.bth.se/eng
Philip R. Cateora, International Marketing, 9th edition 2000, alpha Sky Printer, Rawalpindi p-6.
Philip Kotler, marketing management, 2000, S.T printer. Rawalpindi, p-3.
THE SCOPE OF MARKETING
Marketing : flow of goods and services to consumers.
Goods /
Services
Blekinge Institute of Technology
SE-371 79 Karlskrona
+46 455 38 50 00
www.bth.se/eng
Within country
More then one
Domestic
International
Types of Products
Services Oriented and Production Oriented
Blekinge Institute of Technology
SE-371 79 Karlskrona
+46 455 38 50 00
www.bth.se/eng
Philip R. Cateora, International Marketing, 9th edition 2000, alpha Sky Printer, Rawalpindi p-6.
The Importance of Marketing
Marketing is a broad topic that covers a range of
aspects, including advertising, public relations, sales,
and promotions. People often confuse sales with
marketing, when in fact the two are very different. The
former involves getting a product or service into the
market, promoting it, influencing behavior, and
encouraging sales. Sales are the actual transaction of
getting a product or service into the hands of your
customers.
Blekinge Institute of Technology
SE-371 79 Karlskrona
+46 455 38 50 00
www.bth.se/eng
Philip R. Cateora, International Marketing, 9th edition 2000, alpha Sky Printer, Rawalpindi p-6.
Philip Kotler, marketing management, 2000, S.T printer. Rawalpindi, p-3.
The Scope of Marketing
The marketing is an organizational function and a set of
processes for creating, communicating and delivering
to the customer and for managing the customers
relationship in a way that benefits organization and its
stakeholders
Marketing people are involved in marketing 10 types of
entities: goods, services, experiences, events, persons,
places, properties, organizations, information, and
ideas.
Blekinge Institute of Technology
SE-371 79 Karlskrona
+46 455 38 50 00
www.bth.se/eng
Philip R. Cateora, International Marketing, 9th edition 2000, alpha Sky Printer, Rawalpindi p-6.
Philip Kotler, marketing management, 2000, S.T printer. Rawalpindi, p-3.
The Scope of Marketing
Who markets:
Marketers and prospects
Demand stages

1. Negative demand: consumers dislike the product and may even pay a price to
avoid it.

2. Nonexistent demand: consumers may be unaware or uninterested in the
product.

3. Latent demand: consumers may share a strong need that cannot be satisfied
by an existing product.

4. Declining demand: consumers begin to buy the product less frequently or not
at all.

5. Irregular demand: consumer purchases vary on a seasonal, monthly, weekly,
daily, or even hourly basis.

6. Full demand: consumers are adequately buying all products put into the
marketplace.

7. Overfull demand: more consumers would like to buy the product than can be
satisfied.

8. Unwholesome demand: consumers may be attracted to products that have
undesirable social consequences.
Blekinge Institute of Technology
SE-371 79 Karlskrona
+46 455 38 50 00
www.bth.se/eng
Market
“the group of consumers and organization is interested
in the products and have the resources to purchase and
is permitted my law and regulation.”
Communication
Goods/ Services
Industry
Market
Collection of Sellers
Collection of Buyers
Money
Information
Philip R. Cateora, International Marketing, 9th edition 2000, alpha Sky Printer, Rawalpindi p-6.
Blekinge Institute of Technology
SE-371 79 Karlskrona
+46 455 38 50 00
www.bth.se/eng
Netmba, “Marketing defination”, available on http://www.netmba.com/marketing/market/definition/
(25.01.2010)
Market
Resources
Resources
Market
Consumer
Market
Money
Taxes, Goods
Resources
Taxes
Services
Government
Market
Services & Goods
Money
Manufacture
Market
Blekinge Institute of Technology
Money
Services, Money
Goods and Services
Intermediary
market
Money
SE-371 79 Karlskrona
+46 455 38 50 00
www.bth.se/eng
Philip R. Cateora, International Marketing, 9th edition 2000, alpha Sky Printer, Rawalpindi p-6.
Philip Kotler, marketing management, 2000, S.T printer. Rawalpindi, p-3.
Market
Key Customers Market

Consumer market

Business Market

Global Market

Non-Profit & Government Market
1 Marketplaces
2 MarketSpaces
3 Metamarkets
Blekinge Institute of Technology
SE-371 79 Karlskrona
+46 455 38 50 00
www.bth.se/eng
Philip R. Cateora, International Marketing, 9th edition 2000, alpha Sky Printer, Rawalpindi p-6.
d
Market
Key Customers Market

Consumer market

Business Market

Global Market

Non-Profit & Government Market
1 Marketplaces
2 MarketSpaces
3 Metamarkets
Blekinge Institute of Technology
SE-371 79 Karlskrona
+46 455 38 50 00
www.bth.se/eng
Philip R. Cateora, International Marketing, 9th edition 2000, alpha Sky Printer, Rawalpindi p-6.
d