Blekinge Institute of Technology SE Karlskrona MARKETING MANAGEMENT Chaudhry Muhammad Nadeem Faisal Cell: B- Url:

Blekinge Institute of Technology SE Karlskrona 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 Philip R. Cateora, International Marketing, 9 th edition 2000, alpha Sky Printer, Rawalpindi p-6. Philip Kotler, marketing management, 2000, S.T printer. Rawalpindi, p-3.

Blekinge Institute of Technology SE Karlskrona THE SCOPE OF MARKETING Marketing : flow of goods and services to consumers. Domestic International More then oneWithin country Goods / Services

Blekinge Institute of Technology SE Karlskrona Types of Products Services Oriented and Production Oriented Philip R. Cateora, International Marketing, 9 th edition 2000, alpha Sky Printer, Rawalpindi p-6.

Blekinge Institute of Technology SE Karlskrona 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. Philip R. Cateora, International Marketing, 9 th edition 2000, alpha Sky Printer, Rawalpindi p-6. Philip Kotler, marketing management, 2000, S.T printer. Rawalpindi, p-3.

Blekinge Institute of Technology SE Karlskrona 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. Philip R. Cateora, International Marketing, 9 th edition 2000, alpha Sky Printer, Rawalpindi p-6. Philip Kotler, marketing management, 2000, S.T printer. Rawalpindi, p-3.

Blekinge Institute of Technology SE Karlskrona 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 Karlskrona 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 Money Information Philip R. Cateora, International Marketing, 9 th edition 2000, alpha Sky Printer, Rawalpindi p-6. Netmba, “Marketing defination”, available on ( ) Industry Collection of Sellers Market Collection of Buyers

Blekinge Institute of Technology SE Karlskrona Market Resources Money Taxes, Goods Taxes Resources Services Services & Goods Money Money Services, Money Goods and Services Money Philip R. Cateora, International Marketing, 9 th edition 2000, alpha Sky Printer, Rawalpindi p-6. Philip Kotler, marketing management, 2000, S.T printer. Rawalpindi, p-3. Resources Market Consumer Market Manufacture Market Intermediary market Government Market

Blekinge Institute of Technology SE Karlskrona Market Key Customers Marke t  Consumer market  Business Market  Global Market  Non-Profit & Government Market 1 Marketplaces 2 MarketSpaces 3 Metamarkets Philip R. Cateora, International Marketing, 9 th edition 2000, alpha Sky Printer, Rawalpindi p-6. d

Blekinge Institute of Technology SE Karlskrona Market Key Customers Marke t  Consumer market  Business Market  Global Market  Non-Profit & Government Market 1 Marketplaces 2 MarketSpaces 3 Metamarkets Philip R. Cateora, International Marketing, 9 th edition 2000, alpha Sky Printer, Rawalpindi p-6. d