Lecture fundamentals of marketing - Lecture 1: Marketing: Creating and capturing customer value

After studying this chapter you will be able to understand: Define marketing and outline the steps in the marketing process, explain the importance of understanding customers and the marketplace and identify the five core marketplace concepts, identify the key elements of a customer-driven marketing strategy and discuss the marketing management orientations that guide marketing strategy,...

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Publishing as Prentice Hall

Fundamentals Of Marketing

(MGT-210)

Mr Abid Saeed

(Assistant Professor)

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theories, processes and terminology of

contemporary marketing.

workable solutions.

concept on consumers and society

importance of ethics in the marketing discipline.

Course Objectives

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business practices.

product, pricing, promotion, and distribution.

such strategies to form a cohesive overall

strategy for a given marketing task or situation.

Learning Outcomes

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§ Principles of Marketing by Philip Kotler & Gary Armstrong Fifteenth Edition, Published by Prentice Hall

§ Marketing Management – A South Asian Perspective

by Philip Kotler, Kevin Lane Keller, Abraham Koshy &

Mithileshwar Jha, 13th Edition, Published by Pearson

Education, Inc

§ Principles and Practices of Marketing by Jobber, D 4th edition, McGraw Hill International

§ Principles of Advertising & IMC by Tom Duncan 2nd Edition, Published by McGraw-Hill Irwin

Recommended Books

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My basic teaching philosophy for this course is to blend the theory and practice of Marketing in a comfortable, supportive & easy language that

promotes active learning

Teaching Methodology

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Assessment Criteria

Your assessment & final grades will be based as per University existing rules.

ITEM ASSESSMENT TASK TOTAL MARKS

1 Assignments (4) 10%

2 Quizzes (4) 10%

3 Graded Discussion Topics (4) 05%

4 1st Sessional 10%

5 2nd Sessional 15%

6 Final Examination 50%

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Course Outline

§ Marketing: Creating and Capturing Customer Value

§ Company and Marketing Strategy: Partnering to Build Customer Relationships

§ Analyzing the Marketing Environment

§ Managing Marketing Information to Gain Customer

Insights

§ Consumer Markets and Consumer Buyer Behavior

§ Business Markets and Business Buying Behavior

§ Customer-Driven Marketing Strategy: Creating Value for Target Customers

§ Product, Services, and Brands: Building Customer

Value

§ New-Product Development and Product Life-Cycle

Strategies

§ Understanding and Capturing Customer Value

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Course Outline

§ Pricing Strategies

§ Marketing Channels: Delivering Customer Value

§ Retailing and Wholesaling

§ Communicating Customer Value: Integrated Marketing Communications Strategy

§ Advertising and Public Relations

§ Personal Selling and Sales Promotion

§ Direct and Online Marketing: Building Direct Customer Relationships

§ Creating Competitive Advantage

§ The Global Marketplace

§ Sustainable Marketing Social Responsibility and Ethics

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Marketing:

Creating and Capturing

Customer Value

LECTURE1

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§ What Is Marketing?

§ Marketing process

§ Understanding the Marketplace and Customer Needs

Topic Outline

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What Is Marketing?

Marketing is a process by which

companies create value for customers and build strong customer relationships

to capture value from customers in

return

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Marketing Process

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• Customer Needs, Wants, and Demands

Understanding the

Marketplace and Customer Needs

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Understanding the

Marketplace and Customer Needs

some combination of

products, services,

information, or

experiences offered to a

market to satisfy a need

or want

focusing only on existing

wants and losing sight of

underlying consumer

needs

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• Customer Value and Satisfaction

• Expectations

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object from someone by offering something

in return Marketing actions try to create, maintain,

grow exchange relationships.

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Markets are the set of actual and

potential buyers of a product

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Bibliography

§ Principles of Marketing by Philip Kotler & Gary Armstrong Fifteenth Edition, Published by Prentice Hall

§ Marketing Management – A South Asian Perspective

by Philip Kotler, Kevin Lane Keller, Abraham Koshy &

Mithileshwar Jha, 13th Edition, Published by Pearson

Education, Inc

§ Principles and Practices of Marketing by Jobber, D 4th edition, McGraw Hill International

§ Principles of Advertising & IMC by Tom Duncan 2nd Edition, Published by McGraw-Hill Irwin

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The End

"Unless you try to do something beyond what you have already mastered, you will never grow."

Ronald E Osborn

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