MID TERM : 35% FINAL TERM : 40% SESSIONAL : 25%

Criteria For Sessional: Presentation Case Studies Assignments Class Attendance Class Participation

market is any place where the sellers of a particular good or service can meet with the buyers of that good and service where there is a potential for a transaction to take place. The buyers must have something they can offer in exchange for there to be a potential transaction.
A

 Physical

Markets - Physical market is a set up where buyers can physically meet the sellers and purchase the desired merchandise from them in exchange of money. Shopping malls, department stores, retail stores are examples of physical markets. Non Physical Markets/Virtual markets - In such markets, buyers purchase goods and services through internet. In such a market the buyers and sellers do not meet or interact physically, instead the transaction is done through internet. Examples - Rediff shopping, eBay etc.

Auction Market - In an auction market the seller sells his goods to one who is the highest bidder. Market for Intermediate Goods - Such markets sell raw materials (goods) required for the final production of other goods. Black Market - A black market is a setup where illegal goods like drugs and weapons are sold. Knowledge Market - Knowledge market is a set up which deals in the exchange of information and knowledge based products. Financial Market - Market dealing with the exchange of liquid assets (money) is called a financial market.

 Dr.

Philip Kotler defines marketing as the science and art of exploring, creating, and delivering

market at a profit. Marketing identifies unfulfilled needs and desires. It defines, measures and quantifies the size of the identified market and the profit potential.

value to satisfy the needs of a target

 According

to the American Marketing Association (AMA) Board of Directors, 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.

 Ensures

we get our goods and services to our customers effectively and efficiently Builds and maintains brand value and awareness Delivers profitable growth Builds customer value Enhances shareholder value Companies that focus on customers needs and deliver great customer experience are more successful than those that do not.

 Week

1: Introduction Market and Marketing Week 2 & 3: Marketing Managing Profitable Customer Relationships Week 4 & 5: Company and Marketing Strategy: Partnering to Build Customer Relationships Week 6: The Marketing Environment Week 7: Consumer Markets and Consumer Buyer Behavior Week 8: Business Market and the Business Buyer Behavior

 Week

9 & 10: Segmentation, Targeting and Positioning: Building the Right Relationship with the Right Customer & PRESENTATIONS Week 11 & 12: New Product Development and Product Life-Cycles Strategies, Retailing and Wholesaling & PRESENTATIONS Week 13: Pricing Strategies & PRESENTATIONS Week 14 & 15: Advertising, Sales Promotion and Public Relations & PRESENTATIONS Week 16: Personal Selling and Direct Marketing and Revision

 Principles

of Marketing: Philip Kotler and Gary Armstrong Marketing Cases with Emphasis on International Business: Prof. Dr. Khawaja Amjad Saeed