Markinting Managment note including stp

Marketing

1. Marketing Management
Dr. Muhammad Bilal Ahmad

2. Marketing Management

4. Marketing Concepts / Evolution of Marketing

5. The Production Concept

7. The Product Concept

13. •Negative Demand : Dislike but work to avoid it like teeth issue
•Non-Existed Demand: Unaware or Un-interested of the product like Type writers,
Floppy Drive, SmartPhone15 years back, Old Mobile Phones
•Latent Demand: Not directly express/ Customer wants but no product available;
Mobile Phones with life time battery pack, Cars without Fuel /Charge, etc
•Declining Demand: Smart phone k bad button mobile , evolution of technology k
bad
•Irregular Demand: Seasonal Demand/ Hourly Demand, like Masks, Sanitizers in
COvid, Winters Cloths,
•Full Demand: Demand k mutabikproduct majoodhailike electricity
•Overfull Demand: More Consumer would like to buy like Ac in summers
•Unwholesome Demand: Undesirebaleby society but there is demand like
Ciggaratte, Alcohal,

14. Target Market
Positioning Segmentation

16. Maslow’s Hierarchy of Needs Theory

17. Apply Marketing Strategy 1996
•Think Different

18. Things to be Marketed?
•Goods
•Services
•Events
•Experiences
•Persons
•Places
•Properties
•Organizations
•Information
•Ideas

19. The New Market Realities

20. Basic Function of Marketing

21. The Evolution of Marketing Management
Product
Promotion
Place
Price
4 PS
MARKETING
MIX

22. MCCARTHY, 1960
4 Ps Marketing Mix
Product
Promotion
Place
Price
4 PS
MARKETING
MIX
FUNCTIONALITY, APPEARANCE,
QUALITY, PACKAGING, BRAND,
WARRANTY, SERVICE/SUPPORT
Product
LIST PRICE, DISCOUNTS, ALLOWANCES,
FINANCING, LEASING OPTIONS
Price
CHANNEL MEMBERS, CHANNEL
MOTIVATION, MARKET COVERAGE,
LOCATIONS, LOGISTICS, SERVICE
LEVELS
Place
ADVERTISING, PERSONAL SELLING,
PUBLIC RELATIONS, MESSAGE, MEDIA,
BUDGET
Promotion

23. Evolution of Marketing Management

24. Marketing Concepts & Tools
What is Market?
Market Place? Physical and Digital Market
Marketer and Prospect?

28. What is Marketing Management?

29. Marketing Emotions
Adventure
Fear
Hope

30. Holistic Marketing

31. Single Vs Multi Vs vb

33. Types of Media
Paid Media
Owned Media
Earned Media

34. Market Channels
Communication Channels
Distribution Channels
Service Channels

35. -•Impression
-•Engagement

36. Core Marketing Concepts

39. Marketing & Customer Value
•The Value Delivery Process
•Choose of Value
•Segmentation, Targeting, and Positioning (STP)
•Providing the Value (Providing Features of Product & Service)
•(Discount, features, after sale service)
•Communicating the Value(in different intervals)
•(Aware the customer about the product features)
•Why Coke, Pepsi, FB Advertise
•Re-iterate

40. Coca-Cola – a thirst for real magic

41. •Market Oriented (Success Depends outside the organization)
•Market Demand, Stake Holders, Customers, Technology, Political Situation)
•Resource Based View (Success within Organization)
•Teacher, Class Room, Multimedia
•Motorola was first to 6 sigma
•01 million 3.4
•But failed compared against Nokia (Success depends upon Market)

43. Characteristics of Core Competencies
•Source of Competitive Advantage, resulting in perceived customer benefits
•Applicable wide variety of market
•Difficult to Imitate
•Reducing the price of product / service; is a core competency?
•Creating a fit between Market Demand and Organization Skill is called
strategic fit.
•What is Source Ambiguity?
•BLIND TASTE TEST
•Not a product but feeling (Coke; Open happiness, Share a Coke, Real magic,

44. The Value Chain Analysis by Micheal Porter in
1985 (Competitive Advantage)

45. The Value Chain by Michel Porter
•Harvard's Micheal Porter proposed tool for Identifying ways to create value. 1985
•According to him, every firm is synthesis of activities performed to design, produce, market,
deliver, support its product
•Primary Activities
•Secondary Activities
•Company Analysis to get competitive advantage to increase profit margin
•Inbound: Ware House, Raw material
•Operation: Creation
•Outbound Logistics: Delivery of products of customer, transportation , distribution
•Marketing & Sales: Branding, sales Forcasting, Promotion, Personal Selling, Direct Marketing,
Digital Marketing, Sponsorship, Sales Promotion, Product Demonstration, Pricing strategy
•Services: customer support

46. JUDD, 1987
5 Ps Marketing Mix
People
Promotion
Product
Price
Place
5 PS
MARKETING
MIX

47. JUDD, 1987
5 Ps Marketing Mix
People
Promotion
Product
Price
Place
5 PS
MARKETING
MIX
FUNCTIONALITY, APPEARANCE,
QUALITY, PACKAGING, BRAND,
WARRANTY, SERVICE/SUPPORT
Product
LIST PRICE, DISCOUNTS, ALLOWANCES,
FINANCING, LEASING OPTIONS
Price
CHANNEL MEMBERS, CHANNEL
MOTIVATION, MARKET COVERAGE,
LOCATIONS, LOGISTICS, SERVICE
LEVELS
Place
ADVERTISING, PERSONAL SELLING,
PUBLIC RELATIONS, MESSAGE, MEDIA,
BUDGET
Promotion
PEOPLE-POWER VARIABLE:
CONTRACTORS (SALESPEOPLE, CUSTOMER
SERVICE, SALES SERVICE…), INFLUENCERS (R&D,
STAFF MARKETERS, PRODUCTION SCHEDULING…)
People

48. KOTLER, 1984
6 Ps Marketing Mix
Price
Place
Political
power
Public
opinion
formation
6 PS
MARKETING
MIX
Promotion
Product

49. BOOMS & BITNER, 1981
7 Ps Marketing Mix
Product
Price
Place
Promotion
Process
Physical
evidence
7 PS
MARKETING
MIX
People

50. BOOMS & BITNER, 1981
7 Ps Marketing Mix
Product
Price
Place
Promotion
Process
Physical
evidence
7 PS
MARKETING
MIX
People
FUNCTIONALITY, APPEARANCE,
QUALITY, PACKAGING, BRAND,
WARRANTY, SERVICE/SUPPORT
Product
LIST PRICE, DISCOUNTS,
ALLOWANCES, FINANCING,
LEASING OPTIONS
Price
CHANNEL MEMBERS, CHANNEL
MOTIVATION, MARKET
COVERAGE, LOCATIONS,
LOGISTICS, SERVICE LEVELS
Place
ADVERTISING, PERSONAL
SELLING, PUBLIC RELATIONS,
MESSAGE, MEDIA, BUDGET
Promotion
ACTIVITIES, PROCEDURES,
PROTOCOLS
Process
INTERACTION BETWEEN AN
EMPLOYEE AND CUSTOMERS
(E.G. BROCHURES, COMPANY
STATIONERY, BUSINESS CARDS,
REPORTS, COMPANY WEBSITE, ETC.)
Physical
evidence
CUSTOMER CONTACT
EMPLOYEES, CUSTOMERS,
PERSONNEL AND
MANAGEMENT
People

52. Types of Marketing
•Personal Selling (Face to Face Interaction, Like Insurance,
•Direct Marketing (Face to Face, Door to Door, Kiosk Marketing,
Leaflets/Handouts, Tele Marketing, Email Marketing, SMS Marketing,
Couponing, Physical Mail
•Digital Marketing (Content Marketing, SEO, Pay-per-Click, Social
Media Marketing, Email Marketing, Affiliate Marketing)
•Sponsorship
•Sales Promotion
•Product Demonstration

53. Marketing Information System (MIS/MKIS)
•Marketing Information System helps companies to use all relevant
information to develop its marketing strategies effectively
•Personalized Advertisement / Promotions etc

54. Concept
•The MIS refers to the systematic collection, analysis, interpretation,
storage, and dissemination of MARKET INFORMATION, from both the
internal and external sources, to the marketers on a regular and
continuous basis.
•The MIS distributes the relevant information to the marketers who
can make the efficient decisions related to the marketing operations
like pricing, packaging, new product, development, distribution,
promotion etc.

56. Internal Report
•The most basic information used by the marketing managers is the
internal record system.
•Included in the internal system are records on orders, sales, price,
inventory levels, receivables, payables, and so on.
•By analyzing, the marketing managers can spot important
opportunities and problems.

57. Marketing Research
•Marketing managers often commission marketing research, formal
studies of specific problems and opportunities. They may request a
market survey, a product preference test, a sales forecast by region,
or research on advertising effectiveness.
•Marketing Research is the systematic design, collection, analysis,
reporting of data and findings relevant to a specific marketing
situation facing the company.

58. Marketing Research
•Cultural Research
•Cultural researchinvolves studying the impact of culture on individual experiences, everyday life, social relations, and power.
• (Snapple-Tea & Drink Company)
•Industry Trend Research
•Industry trend researchconsiders factors such as technological breakthroughs, changes in consumer behaviour, and changes
in the market that may impact upon your industry.
•(Amazon Prime vs Netflix) (2011& 2018) 3 Countries (India, Germany, Japan)
•Competitive Research
•Competitive researchis about knowing your competitors’ products, messaging, and business positioning so you can better
anticipate how your customers want to be talked to and identify market gaps which exist when your customers have a need
that isn’t being met by a competitor.
• (Twitter: podcast 2015 vs Instagram: Check-in space, 2012 Facebook by 1 billion USD)
•Audience Research
•Audience researchinvolves gathering information about your target customers’ demographics, psychographics, and
behaviours so you can better understand the size, characteristics, and composition of your audience.
• (Cartier valentine day strategy; 18 and above age group; Twice received as spend on FB Ads, 40% for HIM, 25% for HER
campaign in relevant score)

59. Marketing Intelligence
•A marketing intelligence system is a set of procedures and sources
used by managers to obtain their everyday information relevant
development in the marketing environment.
•It is done by reading books, newspaper and trade publications, talking
to the customers, suppliers, distributors, and talking with other
managers and personnel within the company.

60. Market Intelligence
•Competitors, Customers, Prospects, Partners, Suppliers, Distributors,
Regulators
•Companies perform it to Mitigate Risk, Simplifying Decision Making,
Accelerating Revenue, Increasing Longevity
•Customer Int, Competitor Int, Product Int, Market Int
•Three Phase Process: Aggregate (Gather Intelligence; Primary &
Secondary Data, Customer Interviews, SWOTS)
•Analysis
•Activation

61. Marketing Decision Support System
•A growing number of organization are using a marketing decision
support system to help their marketing managers to make better
decision.
•A MDSS is a coordinated collection of data, system, tools, and
techniques with supporting software and hardware by which an
organization gathers and interprets relevant information from
business and environment and turn into a basis or marketing action.
•Like CRM, SAP, Oracle, SalesForce

62. Assignment Questions
•1. Evaluate the competitive landscape of Chinese fast-food market?
•2. Should McDonald's expand its restaurant count in China? Explain
•If so, Where should McDonald's open its new restaurants?
•Is McDonald's well positioned to meet emerging trends in the Chinese
fast-food market? Explain

63. Assignment Questions
•1. Evaluate the competitive landscape of Chinese fast-food market?
•2. Should McDonald's expand its restaurant count in China? Explain
•If so, Where should McDonald's open its new restaurants?
•Is McDonald's well positioned to meet emerging trends in the Chinese
fast-food market? Explain

64. Consumer Market
•The consumer market refers to individuals and households who
purchase good
Examples:
•Buying clothes, groceries, electronics, healthcare products, etc and
services for personal consumption.

65. Understanding Consumer Behavior
•Consumer Behavior is the study of how individuals make decisions to
spend their available resources (time, money, effort) on consumption-
related items.

66. Importance of Studying Consumer Behavior
•Helps companies understand customer
•Supports segmentation, targeting, and positioning (STP)
•Guides product development and pricing
•Enhances customer satisfaction and loyalty
•Drives marketing strategy and communication

67. Factors Influencing Consumer Behavior
Category Factors Include
Cultural Culture, subculture, social class
Social Family, roles, peer groups, social networks
Personal
Age, occupation, lifestyle, economic status,
personality
Psychological Motivation, perception, learning, beliefs, and attitudes

68. The Consumer Decision-Making Process
•Problem Recognition – Realizing there is a need
•Information Search – Looking for options
•Evaluation of Alternatives – Comparing different products
•Purchase Decision – Making the choice
•Post-Purchase Behavior – Satisfaction or cognitive dissonance

69. Models of Consumer Behavior
A. Economic Model
•Assumes consumers are rational
•Focuses on price and income
B. Psychological Model
•Based on motivation (Maslow’s hierarchy)
•Perception, attitude, and learning matter
C. Sociocultural Model
•Emphasizes social and cultural influences
D. Black Box Model
•Stimulus → Black Box (Mental Process) → Response (Behavior)

70. Consumer Behavior Analysis Tools
Tool/Method Description
Surveys Collect data on preferences, habits
Focus Groups In-depth discussions with small groups
Observation Watching consumer interactions in real-life
Web Analytics Tracking online behavior
Customer Journey Mapping Visualizes end-to-end consumer experience

71. Trends in Consumer Behavior
•Shift to online and mobile purchasing
•Influence of social media and influencers
•Sustainability and Ethical consumption
•Personalization through AI and data analytics

72. Demographic Dimensions of the Consumer
Market
•Demographics refer to statistical data relating to the population and
particular groups within it, which marketers use to segment
consumer markets.

73. Variable Description & Marketing Implication

Age Product needs change with life stages (kids vs. seniors)
Gender Men and women often have different preferences and priorities
Income Influences purchasing power and product affordability
Education Affects product knowledge, preferences, media consumption
Occupation Impacts lifestyle, needs, and spending behavior
Family Size & Life CycleSingles, couples, parents—different needs
Ethnicity & Religion Impacts food choices, fashion, values
Geographic Location Climate, culture, and accessibility affect demand

74. •Why Demographics Matter in Marketing?
•Example
•Nike:
•Targets multiple age and gender segments (e.g., youth athletes vs.
adult fitness enthusiasts).
•Uses demographic data to design regional campaigns (e.g., cultural
relevance in Asia vs. Europe).

75. Behavioral Dimensions of the Consumer
Market
•Behavioral segmentation divides the market based on consumer
knowledge, attitudes, uses, or responses to a product.

76. Behavioral Variable Description & Use in Marketing
Usage Rate Light, medium, heavy users – tailor promotions
Purchase Occasion Regular, special occasions – timing of marketing
Benefits Sought What consumers look for: quality, convenience, price
User Status First-time, regular, potential, non-users
Loyalty Status Loyal, switchers, no loyalty – affects retention efforts
Buyer Readiness Stage Awareness, interest, desire, action

77. Summary
Dimension Focuses On Key Use in Marketing
Demographic Who the customer is
Segmentation based on personal
traits
Behavioral What the customer does and why
Segmentation based on usage and
behavior

78. Sorry for Your Data Loss: Messaging Customer
•Learning Objectives;
•Determine when company should or should not apology
•Plan an Organizational Apology
•Age of Apology
•85% increased in the article themes Apology

79. Questions
•What needs to be taken into consideration while saying sorry?
•As an Individual Basis (What, How, When)
•As an Organizational Basis (Best Practice)
•Was there a violation?
•Was the violation Core or Non-Core?
•Is the Company willing to commit the change?
•How will the public react?
•Who?
•What and How? (Candor, Remorse, Commitment to Change) How will public react?
•Where (Newspaper, at place of incident, social media etc)
•When

80. •How should you as a Communication Manager Respond?
•Respond or Not?
•Who?

81. •How could you evaluate this real response?
•https://www.linkedin.com/posts/astronomer_as-stated-previously-
astronomer-is-committed-activity-7352406400280514560-
UBvJ/?utm_source=share&utm_medium=member_desktop&rcm=ACoAADLC
2vQBi-CbOt7lA-puNns0LUuU_3JECBs

82. The Linkedin post from CEO Adam Gillard
•https://www.linkedin.com/posts/adam-gillard-
27b466102_machining-cutwel-customerbehaviour-activity-
6761670044201078784-
0odQ/?utm_source=share&utm_medium=member_desktop

83. •https://www.linkedin.com/posts/adam-gillard-27b466102_we-
swarfandkitkats-kitkatgate-activity-6763350169602863105-BWnb