Session 1

Part 1: Understanding Marketing Management

Chap 1 Importance of Marketing Scope of Marketing

MG 220 Marketing Management | BBA 2012 | Fall 2013

Muhammad Talha Salam, Asst. Professor talha.salam@nu.edu.pk

Welcome to the World of Marketing

Marketing all around us

MG 220 Marketing Management

Importance of Marketing
Why it is required

Financial success <= Marketing Ability Making the right decision

Simple?

Skillful marketing: A never-ending pursuit

MG 220 Marketing Management

What is Marketing / Definitions

Scope of Marketing

Definitions of Marketing What all it includes?

Viewpoints from class

MG 220 Marketing Management

What is Marketing / Definitions

Scope of Marketing

Marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders
American Marketing Association (AMA) MG 220 Marketing Management
5

What is Marketing / Definitions

Scope of Marketing

Marketing management is the art and science of choosing target markets and getting, keeping, and growing customers through creating, delivering, and communicating superior customer value
Philip Kotler

Marketing is a societal process by which individuals and groups obtain what they need and want through creating, offering, and freely exchanging products and services of value with others
Societal definition of marketing MG 220 Marketing Management

What is Marketing / Definitions

Scope of Marketing

Marketing is:

Meeting Needs Profitably

Most Concise yet comprehensive definition of marketing

MG 220 Marketing Management

Scope of Marketing
What is marketed?

General discussion & examples in class

(e.g. products, services, places)

Refer Book (Complete list given in Book)

MG 220 Marketing Management

Marketing in Practice
ABOUT THIS SECTION

In this segment, we shall review a story of a company or brand which has successfully or otherwise practiced a marketing management activity

Key contents of this review will be shared by instructor

Students should research about the company and the brand on their own Further collaboration with instructor to formally document this company or brand always exist

Marketing in Practice
Session 1 | Part - 1

TCS Connect
Creativity in marketing
TCS Connect - a division of the renowned courier brand TCS, is all about making creative use of existing infrastructure

A review of industry & business model

How this particular industry (of e-shops) evolved? What all is included in this business? Is it an easy business?
Discussion Questions: Whats in it for TCS? Its so different from their main business (logistics and shipping) why not focus on the existing business So why they did it? WHATS CREATIVE ABOUT THIS? OWN ACTIVITY: VISIT: www.tcsconnect.com (read About Us in particular) Compare it with other online stores (www.azmalo.pk and www.shophive.com)