MARKETING

PRESENTED BY
GULZAR AFZAL , SHAFQAT
RAFIQUE

PRESENTED TO
PROF.DR IQBAL HUSSAIN
ASAD
 TABLE OF CONTENTS
1. Introduction
2. Definition (Dictionary)
3. Definition (AMA)
4. Why marketing
5. Philip Kotler
6. The 4c By Philip Kotler
7. Elements of Marketing
8. Marketing by Products vs. Marketing by Services
9. Key Differences Between Product and Service Marketing:
10. Conclusion
11. Reference
 INTRODUCTION - WHAT IS
MARKETING
Definition:
Marketing is the activity, set of institutions, and processes for creating,
communicating, delivering, and exchanging offerings that have value for
customers, clients, partners, and society.
Goal:
Understand marketing’s purpose, methods, and impact.
 DEFINITIONS OF MARKETING
(DICTIONARIES
Oxford Dictionary:
Marketing is the action or business of promoting and selling products or
services, including market research and advertising.
Merriam-Webster:
Defined as the process or technique of promoting, selling, and distributing
a product or service.
Cambridge Dictionary:
Marketing refers to activities that a company does to promote, buy, and
sell its products or services.
 : AMERICAN MARKETING
ASSOCIATION (AMA) DEFINITION
• AMA:
• "Marketing is the activity, set of institutions, and processes for creating,
communicating, delivering, and exchanging offerings that have value for
customers, clients, partners, and society at large."
• - Emphasis on value and exchange.
Purpose:
WHY MARKETING
Builds brand awareness, supports customer acquisition, drives revenue, and maintains
customer relationships.
Importance:
Helps businesses reach target audiences, shape product perceptions, and foster customer
loyalty.
• . Building Brand Awareness Visibility:
Marketing helps your business get noticed by potential customers.
Recognition:
It creates a recognizable brand identity that customers can associate with quality and
value.2. Attracting New Customers
Lead Generation: Marketing strategies attract potential customers and convert them into
leads.
• Customer Acquisition:
• It helps acquire new customers by understanding their needs and preferences.
• . Retaining Existing Customers
• Customer Loyalty: Effective marketing builds strong relationships with existing
customers, encouraging repeat business..
 CONT.
• Customer Retention:
• It helps retain customers by providing excellent customer service and
personalized experiences .
• Driving Sales and Revenue Increased Demand:
• By creating awareness and desire, marketing drives sales and boosts
revenue.
• Profitability: Successful marketing strategies contribute to overall
business profitability.
• Competitive Advantage Differentiation: Marketing helps businesses
differentiate themselves from competitors
 CONT.
• . Market Leadership: I
• t allows businesses to gain a competitive edge and become market
leaders.6. Adapting to Market Changes
• Market Research: Marketing research helps businesses stay informed
about market trends and consumer behavior.
• Adaptability: It enables businesses to adapt to changing market conditions
and customer preferences.
• Building Customer Trust and Credibility Trustworthiness:
• Consistent and transparent marketing builds trust with customers.
• Credibility:
• It establishes the business as a reliable and reputable source.
 CONT.
• Enhancing Business Reputation
• Positive Image:
• Effective marketing creates a positive brand image and reputation. * Brand
Reputation: It helps businesses manage their reputation and respond to crises
effectively.
• Supporting Business Growth Market Expansion:
• Marketing strategies can help businesses expand into new markets.
• Business Growth:
• It drives business growth by attracting new customers and increasing sales. In
today's competitive marketplace, marketing is no longer just an option; it's a
necessity for businesses to survive and thrive. By investing in effective marketing
strategies, businesses can achieve their goals and build long-lasting success.
 PHILIP KOTLER – MARKETING
GURU
- Key Quote: "Marketing is not the art of finding clever ways to dispose of
what you make. It is the art of creating genuine customer value."
• Philip Kotler, often referred to as the "Father of Modern Marketing,"
provides a comprehensive definition of marketing. Here's a detailed
breakdown of his perspective, incorporating key concepts and strategies:
• Definition of Marketing Kotler defines
• marketing as "the science and art of exploring, creating, and delivering
value to satisfy the needs of a target market at a profit. “
This definition highlights several key aspects:
• Creating Value: Marketers identify unfulfilled needs and desires in the
market and create products or services that address these needs.
 CONT.
Target Market:
Marketers focus on specific segments of the market that are most likely to benefit from their
offerings.
Profitability:
• Marketing activities must ultimately contribute to the overall profitability of the organization.
• the Marketing Process Kotler outlines a systematic process for implementing marketing strategies:
• Understanding the Marketplace: Needs and Wants:
Identifying the specific needs and wants of target customers.
• Market Segmentation: Dividing the market into distinct groups based on various criteria (e.g.,
demographics, psychographics, behavior).
• Target Marketing:
• Selecting specific target markets to focus on.
• marketing strategy that outlines the overall goals and objectives.
 CONT.
• Market Positioning:
• Creating a unique position for the product or service in the minds of
consumers.
• Designing a Customer-Driven Marketing Strategy: Marketing Strategy:
Developing a comprehensive marketing strategy that outlines the
overall goals and objectives.
• Marketing Mix: Implementing the four P's of marketing:
Product:
• Creating products or services that meet customer needs and desires.
Price:
• Setting appropriate prices that balance customer value and company
profitability.
 CONT.
Place (Distribution):
• Ensuring products are available to customers at the right time and place.
Promotion:
• Communicating the value proposition to the target market through various
channels.
• Constructing an Integrated Marketing Program:
Marketing Mix:
• Blending the four P's to create a cohesive marketing program.
• Marketing Channels:
• Selecting appropriate distribution channels to reach the target market.
• Supply Chain Management:
• Managing the flow of goods and services from suppliers to customers.
 CONT.
• Building Profitable Customer Relationships:
Customer Relationship Management (CRM):
Building strong relationships with customers to foster loyalty and repeat
business.
Customer Satisfaction:
Delivering superior customer value and satisfaction. Customer Loyalty:
Encouraging customer loyalty through loyalty programs, personalized
experiences, and exceptional service.
• Capturing Value from Customers:
• Customer Lifetime Value (CLTV):
• Maximizing the long-term value of each customer relationship.
 CONT.
• Customer Equity:
• Building a strong brand and customer base to increase the company's
value. Key Marketing Concepts Kotler has introduced several influential
marketing concepts, including
• Social Marketing: Using marketing techniques to promote social
causes and behaviors.
• DE marketing:
• Reducing demand for products or services, often due to overcapacity or
social concerns.
 THE 4CS BY KOTLER
• The 4Cs: A modern interpretation of the 4Ps, focusing on the customer's
perspective:
• Customer Solution: Providing solutions to customer problems.
• Customer Cost: The total cost of ownership for the customer.
• Convenience: Making it easy for customers to purchase and use
products. Communication: Engaging with customers through effective
communication channels. By understanding and applying these concepts,
marketers can create successful strategies that drive business growth
and customer satisfaction.
 ELEMENTS OF MARKETING
The 7 Ps of marketing are a framework used to understand and analyze the marketing mix. They
are:
• Product:
• This refers to the goods or services that a company offers. It includes aspects like product
design, features, quality, branding, and packaging.
• Price:
• This refers to the amount a customer pays for a product or service. It involves setting prices
that are competitive, profitable, and perceived as fair value.
• Place:
• This refers to the distribution channels used to deliver the product or service to the customer.
It includes factors like location, logistics, and inventory management.
• Promotion:
• This refers to the communication strategies used to promote the product or service. It
encompasses advertising, public relations, sales promotions, and digital marketing.
 CONT.
• People:
• This refers to the individuals who interact with customers and represent the
brand. It includes employees, customer service representatives, and sales staff. *
• Process:
• This refers to the systems and procedures involved in delivering the product or
service. It encompasses efficiency, customer experience, and overall service
quality.
• Physical Evidence:
• This refers to the tangible elements of the product or service that customers can
experience. It includes packaging, store design, and the overall presentation of
the brand. By carefully considering and managing these 7 Ps, businesses can
create effective marketing strategies that attract and retain customers.
 MARKETING BY PRODUCTS
VS. MARKETING BY SERVICES
• Marketing by Products and Marketing by Services are two distinct
approaches tailored to the unique characteristics of tangible goods and
intangible services. Marketing by Products Tangible Goods: Products are
physical items that can be seen, touched, and owned. Key
• Marketing Considerations: Product Features and Benefits:
• Highlighting the unique selling points and advantages of the product.
Branding:
• Creating a strong brand identity to differentiate the product from
competitors.
• Packaging: Designing attractive and functional packaging to enhance
the product's appeal.
 CONT.
• Distribution Channels:
• Establishing effective distribution channels to reach the target market.
*Pricing Strategies:
• Setting competitive prices that balance profitability and customer value.
Product Lifecycle Management:
• Understanding the product's life cycle stages (introduction, growth,
maturity, decline) and adjusting marketing strategies accordingly.
Example: A smartphone manufacturer might focus on marketing its latest
model's advanced features, sleek design, and high-performance camera.
Marketing by Services Intangible Experiences: Services are actions or
processes that provide value to customers but cannot be physically
owned.
 CONT.
Key Marketing Considerations: Service Quality:
• Ensuring consistent and high-quality service delivery.
Customer Experience: Creating positive customer experiences through exceptional service.
Relationship Building:
• Fostering strong relationships with customers to build loyalty.
Intangibility:
• Communicating the benefits of intangible services through effective marketing messages.
Perishability:
Managing service capacity to meet fluctuating demand.
Inseparability:
Balancing the interaction between service providers and customers. Example: A consulting firm
might emphasize its expertise, personalized approach, and proven track record of delivering
successful projects.
 KEY DIFFERENCES BETWEEN
PRODUCT AND SERVICE MARKETING:
 CONCLUSION
Summary:
Marketing is essential for value exchange and customer connection.
Key Takeaway:
Effective marketing aligns business goals with consumer needs, driven by
principles from experts like Kotler and insights from AMA.
 REFERENCES
• American Marketing Association (2023). *Definition of Marketing.
• Oxford, Merriam-Webster, and Cambridge Dictionaries.
• Kotler, P. (2005). Marketing Insights from A to Z.
• Certain aspects of marketing in a nutshell ( Article Mahindra university
Delhi)