marketing lecture one

Waleed Khan AfridiMS-Leading to PhD

Member SDPI, South AsiaMember PJMS

16/1/2008Mr.Afridi, Kardan Institute, Kabul

Definitions

• Demands: Demands are the desires to have something with the money to buy it.

• Example: Ahmad has money and he wants to buy a Laptop Computer. He goes to shop and buy the laptop.

• Customers: Those persons who buy

the Products for resale purposes are called as customers.

• Example: Amanullah purchased a Mobile Phone for 1500 AFs and sold it to Ismail for 2000AFs.

Definitions

• Needs: Needs include all those things that we need but we don’t have them.

• Example: We need cloth to wear and we don’t have them, so it means our needs are not satisfied.

• Wants: Wants are desires to have something with out having money.

• Example: We want to have car, but we do not have money to buy It, this means it is our want.

• Marketing: Marketing is a process of identification of need and wants of customers and producing products according to those needs and wants to satisfy them, in order to earn money.

Or

Marketing is a process of identification of needs and wants of consumers and their satisfaction.

• Example: People needed a Hair Shampoo, Head and Shoulder company produced the shampoo for them and offered for sale at a price of AFs 200.

46/1/2008Mr.Afridi, Kardan Institute, Kabul

Definitions

Definitions

• Consumers: Those persons who buy the Products for personal use and do not resale them are called consumers.

Example: Zabi purchased a Pen for

himself and started using it.

Product: A product may be goods, service, or even an idea that can be sold.

Example: Biscuits, Tofees, Etisalat Mobile Phone Connection, the idea of establishing a cofee shop at Kabul, Sheher-e- Now.

Definitions

• Producers: Those companies that produce goods and services are called as producers.

• Example: Dell computers are produced by Dell Company USA, and MTN mobile phone connections are sold by MTN company. So Dell and Areeba are producers.

• Suppliers: Those firms which supply raw-materials, products, or services to producers are called as suppliers.

• Example: Dell company receives micro chips from Intel firm.

• Exchange : Exchange is process of offer something (say money) and take something (say goods).

• Example: Rashid offered his motor cycle to Majeed for AFs 3000 and Majeed paid the AFs 3000 and received the Motor cycle.

• Conditions for exchange: • 1. Two or more parties with needs and wants to satisfy.

• 2. The parties should give and take something to each other.3. Their should be a market place where

buyer and seller can meet.

76/1/2008Mr.Afridi, Kardan Institute, Kabul

Exchange

• Product Stage: In this stage Quality of products and Quantity were focused.

• Production was increased. Costs were reduced.

• No customer was needs were focused.• Sales Stage: In this stage Sales of

products were increased and advertisements were done.

• Discounts were given to customers to buy the products.

• Advertising was done to increase the sales.

• No needs of customers were not focused.• Market Orientation Stage: In this stage

Customers needs and wants were focused. And products were produced according to those needs and wants.

86/1/2008Mr.Afridi, Kardan Institute, Kabul

Product Stage

1930

Sales Stage1950

Marketing Stage1990s

Evolution of Marketing

Societal Marketing

• The Societal Marketing: It states that A company should also work for the welfare of society as well.

• A company should give some profit to the society, so that the society may also get some benefit from it.

• A company needs to design plans for the social, economical development of human beings.

• Company should take part in charitable activites.

• Ethics are the behaviors generally accepted by a society.

• Marketing ethics does not allow the following activities:

• Copying other companies brands, names, and products without their permission.

• Use of unfair means in business and marketing, such as pointing weaknesses in competitor ‘s products.

• Not following the rules of a country (Afghanistan) and marketing rules made by marketing associations.

106/1/2008Mr.Afridi, Kardan Institute, Kabul

• Trust among the Buyers and sellers is developed.

• More customers are attracted to buy the product offered by the marketer.

• Demand for the firms products and services increases, which increases the profit of the firm.

116/1/2008Mr.Afridi, Kardan Institute, Kabul

Marketing Mix (4Ps)• Product: Any physical or non physical

good/item that we purchase for personal or resale purpose is called as product.

• Example: Computers, Pen and mobile service.

• Price: Money paid for purchasing a product is called as price of that product.

Example: Shoes have a price of 400 AFsPlace: It include all those individuals who sell a product and distribute a product from one place to another. They are called as Retailers, Shopkeepers, wholesalers, and distributors.

Example: Sellers and shopekeepers in Shehr-e-now.

• Promotion: It includes Sales promotion (Giving Discounts), personal selling (visiting a customer and showing a product at his own place/office), advertising (Informing a customer about a new product)

Quality• Quality: Quality is a set of features.• Quality is a set of characteristics that a

product has in it. • If the characteristics-features in a product

are more, than the quality is high.• If the characteristics-features in a product

are less, than the quality is low.• Quality is never bad. Every product has

some quality.• Example: If we have a ACER laptop, and

its has the features such as Wireless connection, Windows XP, Touch screen and Bluetooth device, this means it has high quality, but if we do not have these features we can say that the laptop has low quality.

Mr.Afridi

waleedafr@yahoo.com

146/1/2008Mr.Afridi, Kardan Institute, Kabul