Introduction to Marketing

Prepared By:

Abdul Hadi Siddiqui

Study Objectives

1. What is Marketing?

2. What is Marketing Concept.

3. What is Marketing Management?

4. What is Marketing Management Tasks?

5. What is Holistic Marketing?

6. What is Marketing Information System?

7. What is Test Marketing?

#1 What is Marketing?

“Marketing is an organizational function and a set of

processes for creating, communicating and delivering

value to customers and for managing customer

relationship in ways that benefit the organization and its

stakeholders”

#2 What is Marketing Concept.

Target

Market

Customer

Needs

Integrated

Marketing

Profit through

customer

satisfaction

Starting Point Focus Means Ends

#3 What is Marketing Management?

“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”

#4 What is Marketing Management Tasks.

1. Develop market strategies and plans .

2. Capture marketing insights.

3. Connect with customer.

4. Build strong brands,.

5. Shape market offerings.

6. Deliver value.

7. .Communicate value.

8. Create long term growth

#5 What is Holistic Marketing?

“A marketing strategy that is developed by thinking about the

business as whole, its place in the broader economy and

society, and in the lives of its customers. It attempts to develop

and maintain multiple perspective on the company’s

commercial activities”

Holistic Marketing?

#6 What is Marketing Information System?

“ A marketing information system consists of people, equipment, and

procedures to gather, sort, analyze, evaluate, and to distribute needed,

timely and accurate information to marketing decision makers.”

In order to

Gather

sort

Analyze & evaluate

distribute

#7 What is Test Marketing?

StandardTest Market

Full marketing campaignin a small number of representative cities.

SimulatedTest Market

Test in a simulated shopping environment

to a sample of consumers.

Controlled Test Market

A few stores that have agreed to carry newproducts for a fee.

Thank You

For Giving your Time