Well Come To Principal of Marketing: I Am Your Teacher Prof. Dr. M.A.K. Chishty

Well come to Principal of
Marketing
I am Your teacher
Prof. Dr. M.A.K. Chishty
This is me
Prof. Dr. M. Azam Khan
Education: Ph.D. (1994), From USA, MBA. from Holland;
Home town: Lahore, (youngest of Five boys)
Hand of Work : 25 Years of practical marketing in the field of FMCG with
leading National and Multinationals in Pakistan, Central Asian States
and Middle east countries.
Research: Selling premium price products in low income markets.
Favorite Food: All Pakistani dishes
Favorite Sport to Watch: Cricket (1st); Hockey(2nd)
How to contact me
 Phone: +92-21-34619310 Cell: 0321-5335323
 Email: [email protected]
 Office hrs: Monday to Saturday by appointment
The Field of Marketing
1-1 Prof. Dr. M. Azam Khan.

What is Marketing, anyway?
Sale
r t ising s rom otions
Ad v e P
e Co
Servic Catal
og up
Public re u es ons
lations
What is Marketing,
E-com merceanyway? Shoppi
ng ch annels
ry
Delive
Spons
Retail orshi ps
ing Re
se arc
h
tm ail
Pricing Direc
Packa
g ing
Billb
oard
s Partly….
Some Perspective…
Historical Views of Marketing
 In well-ordered states, storekeepers and salesmen are
commonly those who are weakest in bodily strength and,
therefore, of little use for any purpose.
 Plato
 Merchants are to be accounted vulgar, for they can make

no profit except by a certain amount of falsehood.
 Cicero
 Advertising…is a meretricious endeavor in which

psychological appeals to “fear” and “shame” are
developed to bamboozle the public into purchasing
essentially worthless packaged goods at bloated prices.
 Thorstein Veblen
What is Marketing?
 Marketing is a social and managerial
process by which individuals and groups
obtain what they need and want through
creating, offering and exchanging
products of value with others.
Kotler 1996
THE ESSENCE OF MARKETING IS AN
EXCHANGE OF VALUE FOR VALUE.
 Exchanges are carried out by business firms,
and also by nonbusiness organizations and
even individuals.
 Four conditions must exist for an exchange to
be able to occur:
> Two or more people or organizations must be
involved.
> The parties must be involved voluntarily.
> Each party must have something of value to
exchange, and the parties must believe they
will each benefit from the exchange.
> The parties must be able to communicate
with each other.
1-2 Prof. Dr. M. Azam Khan
MARKETING INVOLVES STIMULATING AND
MANAGING EXCHANGES.
 Marketing is a total system of business activities
designed to plan, price, promote, and distribute
want-satisfying products to target markets to
achieve organizational objectives.
 This definition implies:
> The entire system of business activities should be
customer oriented.
> A marketing program should start with an idea
about a want-satisfying product and not end until
the customers’ wants are completely satisfied.
 Our primary focus is on marketing conducted by
business organizations, but it also encompasses
marketing by such “firms” as Madrasas, zoos,
1-3 museums, and charities.Prof. Dr. M. Azam Khan
MARKETING HAS EVOLVED THROUGH
THREE STAGES OF DEVELOPMENT .
 A production orientation focusing on

manufacturing a product.
 A sales orientation focusing on selling a
product.
 A marketing orientation focusing on satisfying
the customer’s needs.

PRODUCTION ORIENTATION
Some industries and organizations remain at the

production-orientation stage.
PRODUCTION ORIENTATION SALES ORIENTATION
Other industries and organizations have progressed only to the

sales-orientation stage.
PRODUCTION SALES MARKETING

ORIENTATION ORIENTATION ORIENTATION
Many industries and organizations have progressed to the

marketing-orientation stage.
Late 1800s Early 1930s Mid-1950s 1900s
TWO RECENTLY DEVELOPED STRATEGIES
REFLECT A MARKETING ORIENTATION.
 Relationship Marketing
> An attempt to build personal, long-term bonds
with customers.
> Relationship marketing has expanded to include
all groups an organization interact with:
suppliers, employees, unions, government, and
even competitors.
 Mass Customization
> An attempt to provide affordable products
customized to come as close as possible to
meeting the needs of individual customers.
> This is made possible because of advances in
information technology.
DIFFERENCES BETWEEN MARKETING
AND SELLING.
 Marketing is the process of determining customer

wants and then developing a product to satisfy
that need and still yield a satisfactory profit. It is
externally focused.
 Selling is producing a product and then trying to
persuade customers to purchase it -- in effect,
trying to alter consumer demand. It is internally
focused.

THE MARKETING CONCEPT IS A PHILOSOPHY
THAT EMPHASIZES CUSTOMER ORIENTATION
AND COORDINATION OF MARKETING ACTIVITIES
TO ACHIEVE THE ORGANIZATION’S
PERFORMANCE OBJECTIVES.
 A revised philosophy, called the societal
marketing concept, involves broadly defining
customer and taking a long-term view of
customers satisfaction.

MARKETING CONCEPT
Customer
orientation + Coordinated
Customer Organizational
+ marketing
activities
satisfaction success
Organization’s
performance +
objectives

CAN A PARKING LOT INDICATE CUSTOMER
ORIENTATION?
 In most hospital parking lots, the close-in spaces

say “Doctors Only.”
 Government employees have parking spaces
near the front door labeled “Govt. Officers Only.”
 At national events we classified car parking by
putting different type of stickers like Red, green,
Yellow & Staff cars.

ETHICS AND MARKETING
 Marketing is intended to influence the behavior of
customers and others.
> The use of marketing tools can create a wide
variety of ethical challenges.
 There is disagreement over what constitutes
ethical or unethical behavior.
> Ethics are controlling the uncontrollable
> Ethics are standards of behavior generally
accepted by society.
> Ethics vary from society to society.

ETHICS AND MARKETING (cont.)
 Corporations are taking action to instill ethical

awareness in their employees by:
> Avoiding unreasonable pressure on
employees to perform.
> Communicating clearly what is expected of
employees.
> Employing an “Ethics Officer” to advise
employees on ethical dilemmas.
> Rewarding only ethical performance.

QUALITY IN MARKETING
 Quality has three dimensions

> Meeting and striving to exceed customers’
requirements.
> The absence of variation.
> Total organizational commitment.
 The best indicator of quality is customer
satisfaction.

IMPORTANCE OF MARKETING IN THE
GLOBAL ECONOMY
 Nations depend upon marketing to sell their raw
materials and industrial output to other
countries.
 Companies now compete in markets all over the
world.
 Foreign companies now build 2 million cars and
light trucks a year in the U.S., up from nothing 15
years ago.

IMPORTANCE OF MARKETING IN THE
SOCIOECONOMIC SYSTEM
 Marketing creates utilities:
> Place utility makes a product accessible to
potential customers where they want it.
> Time utility makes a product available when
they want it.
> Information utility is created by informing
prospective buyers that a product exists.
> Image utility is the emotional or psychological
value that the customer attaches to a product
or brand.
> Possession utility is created when ownership
is transferred to the buyer.
IMPORTANCE OF MARKETING IN
ORGANIZATIONS
 The basic reason for firm’s existence is
customers want satisfaction.
 Marketing is the only revenue-producing activity
for the firm.
 Marketing has become increasinly important for
service firms and nonprofit organizations.

IMPORTANCE OF MARKETING IN YOUR LIFE
 Marketing is a large part of your daily life.

Consumers are exposed to 3,000 commercial
messages a day.
 Studying marketing will make you a better-
informed customer.
 Marketing probably relates -- directly or indirectly
-- to your career aspirations. (See appendix B.)

Some More Modern Views
 Corporate leaders nationwide are discovering that their
most powerful competitive weapon is marketing -- the
development, pricing, distribution and promotion of
products.
 Newsweek
 Marketing is now central to success at any company in any

business and it’s going to make the difference between
winners and losers.
 Stephen Greyser, HBS
 More than half of the polled executives at 250 corporations

ranked marketing as the most important element of
strategy for the 1990s.
 Yankelovitch, Skelly and White

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Well come to Principal of

1-1 Prof. Dr. M. Azam Khan.

 Merchants are to be accounted vulgar, for they can make

 Advertising…is a meretricious endeavor in which

 A production orientation focusing on

1-4 Prof. Dr. M. Azam Khan

Some industries and organizations remain at the

PRODUCTION ORIENTATION SALES ORIENTATION

Other industries and organizations have progressed only to the

PRODUCTION SALES MARKETING

Many industries and organizations have progressed to the

 Marketing is the process of determining customer

1-7 Prof. Dr. M. Azam Khan

1-8 Prof. Dr. M. Azam Khan

1-9 Prof. Dr. M. Azam Khan

 In most hospital parking lots, the close-in spaces

1-10 Prof. Dr. M. Azam Khan

1-11 Prof. Dr. M. Azam Khan

 Corporations are taking action to instill ethical

1-12 Prof. Dr. M. Azam Khan

 Quality has three dimensions

1-13 Prof. Dr. M. Azam Khan

1-14 Prof. Dr. M. Azam Khan

1-16 Prof. Dr. M. Azam Khan

 Marketing is a large part of your daily life.

1-17 Prof. Dr. M. Azam Khan

 Marketing is now central to success at any company in any

 More than half of the polled executives at 250 corporations

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