Presented by Dr Masood Butt
Center for International Private Enterprise Copyright © 2007
The term was first defined in 1937 byAmerican Marketing Association (AMA) and later on revised as below:
"Marketing is an organisational function and a set of processes for creating, communicating, and delivering value to customers andfor managing customer relationships in ways that benefit the organisation and its stakeholders."
Ten truths of Marketing
1. 2. 3. 4. 5. 6. 7. 8. 9. 10.
The customer does not have to see thingsfrom your point of view Information costs money-and it may take time gather Firm must add value in order to add to price Most firms potential is strongly influences by personnel Retailers andmanufacturers have different interests The marketing place is increasingly global Few small succeed in unseating a giant, yet they are a major threat Transactionism is equipped to complete with relationshipmarketers Stream line production and distribution tasks Market share, unlike body weight is very difficult to gain and very easy to lose
Types of Marketing
Services Marketing Network MarketingEvangelism Marketing
Diversity Relationship Marketing Experiential Marketing
Target Market Analysis
Product / Service Mix
AdvertisingAdvertising may be described as the science of arresting the human intelligence long enough to get money from it. The aim of advertising is not to state the facts about a product but to sell a solution ora dream.
Matching the needs and expectations of your customers (target market) to the appropriate media. Selection is made based on the profiles of various media that isavailable, which also evaluating cost.
The Role of Media
New Media Marketing
New Media Marketing is a relatively new concept utilised by businesses in developing more transacted community, which...