1. Blekinge Institute of Technology SE-371 79 Karlskrona +46 455 38 50 00 www.bth.se/eng MARKETING MANAGEMENT Chaudhry Muhammad Nadeem Faisal Cell: 0305-7761061 Email: faisal.uk@live.co.ukfaisal.uk@live.co.uk B-Email: info@littlemichael.co.ukinfo@littlemichael.co.uk Url: www.littlemichael.co.uk/faisal/index.htmwww.littlemichael.co.uk/faisal/index.htm

2. Blekinge Institute of Technology SE-371 79 Karlskrona +46 455 38 50 00 www.bth.se/eng MARKETING & CUSTOMER VALUE Marketing Involves satisfying customers need and value. The Value Delivery Process  (A)The Traditional view of Marketing is that the firm make and sell, where the peoples are not worried about the quality in case of goods shortages.  (B) Value Delivery process, where peoples face abundant (more then one choices). So the smart competitor must design and deliver offering for well defend target market. In short beginning of planning instead of making and selling Philip R. Cateora, International Marketing, 9 th edition 2000, alpha Sky Printer, Rawalpindi p-6.

3. Blekinge Institute of Technology SE-371 79 Karlskrona +46 455 38 50 00 www.bth.se/eng MARKETING & CUSTOMER VALUE Marketing Involves satisfying customers need and value. The Value Delivery Process (A)Traditional Physical Process Sequence Philip R. Cateora, International Marketing, 9 th edition 2000, alpha Sky Printer, Rawalpindi p-6. Design Product> Procure> Make> Price> Sell> Advertise Promote> Distribute > Service Make the Products Sell the Products

4. Blekinge Institute of Technology SE-371 79 Karlskrona +46 455 38 50 00 www.bth.se/eng MARKETING & CUSTOMER VALUE Marketing Involves satisfying customers need and value. The Value Delivery Process (b)The Value Creation and Delivery Process Philip R. Cateora, International Marketing, 9 th edition 2000, alpha Sky Printer, Rawalpindi p-6. Customer> Market> Value> Product> Services> Pricing> Sourcing > Disturbing > Segmentation. Selection Positioning. Development. Development. Making Servicing Focus 1 Choose the value 2 Provide the Value Sale Force > Sale > Advertising Promotion 3 Communicate the Value

5. Blekinge Institute of Technology SE-371 79 Karlskrona +46 455 38 50 00 www.bth.se/eng MARKETING & CUSTOMER VALUE Marketing Involves satisfying customers need and value. The Value Delivery Process (b)The Value Creation and Delivery Process Philip R. Cateora, International Marketing, 9 th edition 2000, alpha Sky Printer, Rawalpindi p-6. Customer> Market> Value> Product> Services> Pricing> Sourcing > Disturbing > Segmentation. Selection Positioning. Development. Development. Making Servicing Focus 1 Choose the value 2 Provide the Value Sale Force > Sale > Advertising Promotion 3 Communicate the Value

6. Blekinge Institute of Technology SE-371 79 Karlskrona +46 455 38 50 00 www.bth.se/eng MARKETING & CUSTOMER VALUE Marketing Involves satisfying customers need and value. The Value Chain To create more customer in Value chain by Michael Porter define 5 Primary & 4 supportive activates. Philip R. Cateora, International Marketing, 9 th edition 2000, alpha Sky Printer, Rawalpindi p-6.

7. Blekinge Institute of Technology SE-371 79 Karlskrona +46 455 38 50 00 www.bth.se/eng MARKETING & CUSTOMER VALUE Marketing Involves satisfying customers need and value. The Firms success not only depend on each department performance and working but also on how well the company coordinate each departmental activities to conduct business process as  The Market sensing process  The New offering realization process  The customer acquisition process  The customer relationship management process  The fulfillment Management process Core Competencies Philip R. Cateora, International Marketing, 9 th edition 2000, alpha Sky Printer, Rawalpindi p-6.

8. Blekinge Institute of Technology SE-371 79 Karlskrona +46 455 38 50 00 www.bth.se/eng MARKETING & CUSTOMER VALUE Marketing Involves satisfying customers need and value. The Core Competencies has three characteristics : 1 It is a source of competitive advantage in that it make a significant contribution to perceived the customers benefits 2 It has a application in wide verity of markets. 3 It is difficult for competitor to imitate Philip R. Cateora, International Marketing, 9 th edition 2000, alpha Sky Printer, Rawalpindi p-6. http://www.quickmba.com/strategy/core-competencies/

9. Blekinge Institute of Technology SE-371 79 Karlskrona +46 455 38 50 00 www.bth.se/eng MARKETING & CUSTOMER VALUE Holistic Marketing Orientation and Customer Value “Integrating the Value Exploration, Value Creation, and delivery activities with the purpose of building Long-term satisfying relationship and coprosperity among the stakeholders.” The value Creation: How can Company Efficiently can create more promising new value offering The Value Exploration: How can Company Identify new value opportunity Value Delivery: How can a company used it capabilities and infrastructure to deliver the new value offering more efficiently Philip R. Cateora, International Marketing, 9 th edition 2000, alpha Sky Printer, Rawalpindi p-6.

10. Blekinge Institute of Technology SE-371 79 Karlskrona +46 455 38 50 00 www.bth.se/eng MARKETING & CUSTOMER VALUE Philip R. Cateora, International Marketing, 9 th edition 2000, alpha Sky Printer, Rawalpindi p-6.

11. Blekinge Institute of Technology SE-371 79 Karlskrona +46 455 38 50 00 www.bth.se/eng MARKETING & CUSTOMER VALUE Holistic Marketing - Benefits  Helping achieve focus & direction  Keeping customers happy & satisfied  Attracting new business  Professional company literature  Professional image  Differentiating from competitors  Growing awareness of your business  Creating the right environment for success  Motivational support Philip R. Cateora, International Marketing, 9 th edition 2000, alpha Sky Printer, Rawalpindi p-6.

12. Blekinge Institute of Technology SE-371 79 Karlskrona +46 455 38 50 00 www.bth.se/eng MARKETING & CUSTOMER VALUE The Central Role of Strategic Planning the succeeded organization focus on the understanding, creating, delivering capturing and sustaining customer value. So they select and execute the right activities. Marketer must give the priority to three key strategic area. Managing company business as an investment portfolio assessing each business strength by considering the market growth rate and the company position and fit in the market and establishing a strategy the big organization consist on four organizational level, the corporate Level the division level, the Business unit level and product Level. Philip R. Cateora, International Marketing, 9 th edition 2000, alpha Sky Printer, Rawalpindi p-6.

13. Blekinge Institute of Technology SE-371 79 Karlskrona +46 455 38 50 00 www.bth.se/eng MARKETING & CUSTOMER VALUE The Central Role of Strategic Planning The Marketing Plan is the central instrument for directing and coordinating the marketing efforts. The marketing operate at two leve l  The strategic marketing plan  Tactical marketing plan Philip R. Cateora, International Marketing, 9 th edition 2000, alpha Sky Printer, Rawalpindi p-6.

14. Blekinge Institute of Technology SE-371 79 Karlskrona +46 455 38 50 00 www.bth.se/eng MARKETING & CUSTOMER VALUE Corporate and Division Strategic Planning  Some corporations give their Business unit a lot of freedom own sale, profit goals and strategies  Some Set their goals for business and let them for strategies.  Some set their goals and develop BU strategies Four planning activities at Corporate Level 1.Corporate Mission 2.Establishing Strategic Business Unit 3.Assigning Resources to each SBU 4.Assessing Grown Opportunities Philip R. Cateora, International Marketing, 9 th edition 2000, alpha Sky Printer, Rawalpindi p-6.

15. Blekinge Institute of Technology SE-371 79 Karlskrona +46 455 38 50 00 www.bth.se/eng MARKETING & CUSTOMER VALUE Corporate and Division Strategic Planning Philip R. Cateora, International Marketing, 9 th edition 2000, alpha Sky Printer, Rawalpindi p-6.

16. Blekinge Institute of Technology SE-371 79 Karlskrona +46 455 38 50 00 www.bth.se/eng MARKETING & CUSTOMER VALUE 1 Corporate Mission is a brief description of a company's fundamental purpose. Good Mission Statement have Five Characteristics 1 They Focus on Limited Number Of goals. 2 The mission statement stress the major company policies and values. 3 define major competitive sphere  Industry  Product and application  Competence  Market Segments  Vertical  Geography Philip R. Cateora, International Marketing, 9 th edition 2000, alpha Sky Printer, Rawalpindi p-6.

17. Blekinge Institute of Technology SE-371 79 Karlskrona +46 455 38 50 00 www.bth.se/eng MARKETING & CUSTOMER VALUE Corporate Mission 4 Long-term View 5- Should be Memorable and manning Full 2 Establishing Strategic Business Unit 3 Assigning Resources to Each SBU 4 Assessing Growth Opportunities Philip R. Cateora, International Marketing, 9 th edition 2000, alpha Sky Printer, Rawalpindi p-6.

18. Blekinge Institute of Technology SE-371 79 Karlskrona +46 455 38 50 00 www.bth.se/eng MARKETING & CUSTOMER VALUE Business Unit Strategic Planning  Business Mission  SWOT Analysis  Goal Formulation  Strategy formulation  Program Formulation  Implementation  Feedback and Control Philip R. Cateora, International Marketing, 9 th edition 2000, alpha Sky Printer, Rawalpindi p-6.

19. Blekinge Institute of Technology SE-371 79 Karlskrona +46 455 38 50 00 www.bth.se/eng MARKETING & CUSTOMER VALUE Product Planning : the nature and Content of Market Plans 1.Executive Summery 2.Situation Analysis 3.Marketing Strategy 4.Finical Projection 5.Implementation Control Philip R. Cateora, International Marketing, 9 th edition 2000, alpha Sky Printer, Rawalpindi p-6.