Chapter 1: Defining Marketing for

the new realities

Presented By:
Rumana Perveen
Assistant Professor, DBA, NUBTK

1-1
 Chapter Questions
 Why is marketing important?
 What is the scope of marketing?
 What are some fundamental marketing
concepts?
 How has marketing management changed?
 What are the tasks necessary for successful
marketing management?

Rumana Perveen, Asst. Professor, DBA, NUBT,KHULNA 1-2

What Is 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.

Rumana Perveen, Asst. Professor, DBA, NUBT,KHULNA 1-3

What Is Marketing Management?

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.

Rumana Perveen, Asst. Professor, DBA, NUBT,KHULNA 1-4

 What Is Marketed?

• Goods
• Services
• Events
• Experiences
• Places

Rumana Perveen, Asst. Professor, DBA, NUBT,KHULNA 1-5

 What Is Marketed?

• Persons
• Properties
• Organizations
• Information
• Ideas
Donate Blood – Gift life.

Rumana Perveen, Asst. Professor, DBA, NUBT,KHULNA 1-6

Demand States
 Negative  Irregular
 Nonexistent  Unwholesome
 Latent  Full
 Declining  Overfull

Rumana Perveen, Asst. Professor, DBA, NUBT,KHULNA 1-7

Figure 1.1 Structure of Flows in
Modern Exchange Economy

Rumana Perveen, Asst. Professor, DBA, NUBT,KHULNA 1-8

Figure 1.2
A Simple Marketing System

Rumana Perveen, Asst. Professor, DBA, NUBT,KHULNA 1-9

 Key Customer Markets
 Consumer markets
 Business markets
 Global markets
 Nonprofit/Government markets

Rumana Perveen, Asst. Professor, DBA, NUBT,KHULNA 1-10

Rural Markets in South Asia
 Rural markets offer immense potential for
market expansion and growth:
 Consumption in rural markets predicted to

grow at a CAGR of 5% in the next two

decades.
 Size and growth rate for many products

and product categories are very attractive.

 48 percent of the rural population is below

20 years of age.

Rumana Perveen, Asst. Professor, DBA, NUBT,KHULNA 1-11

Core Concepts
 Needs, wants, and  Value and
demands satisfaction
 Target markets,  Marketing channels
positioning,  Supply chain
segmentation  Competition
 Offerings and  Marketing
brands environment

Rumana Perveen, Asst. Professor, DBA, NUBT,KHULNA 1-12

Types of Needs

Stated

Real

Unstated

Delight

Secret

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Target Markets,
Positioning & Segmentation

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Offerings and Brands

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Value and Satisfaction

Quality

Service

Price

Rumana Perveen, Asst. Professor, DBA, NUBT,KHULNA 1-16

Marketing Channels

Communication

Distribution

Service

Rumana Perveen, Asst. Professor, DBA, NUBT,KHULNA 1-17

Marketing Environment

Demographic Economic

Socio-cultural
Political-legal

Technological Natural

Rumana Perveen, Asst. Professor, DBA, NUBT,KHULNA 1-18

 Major Societal Forces
 Network information  Retail transformation
technology  Disintermediation
 Globalization  Consumer buying power
 Deregulation  Consumer information
 Heightened competition  Consumer participation
 Industry convergence  Consumer resistance

Rumana Perveen, Asst. Professor, DBA, NUBT,KHULNA 1-19

Company Orientations

Production

Product

Selling

Marketing

Rumana Perveen, Asst. Professor, DBA, NUBT,KHULNA 1-20

Figure 1.3
Holistic Marketing

Rumana Perveen, Asst. Professor, DBA, NUBT,KHULNA 1-21

Relationship Marketing

Customers

Employees

Marketing Partners

Financial Community

Rumana Perveen, Asst. Professor, DBA, NUBT,KHULNA 1-22

Integrated Marketing
Key themes:
(1) many different marketing activities can
create, communicate, and deliver value, and
(2) marketers should design and implement
any one marketing activity with all other
activities in mind.

Rumana Perveen, Asst. Professor, DBA, NUBT,KHULNA 1-23

 Internal Marketing

Internal marketing is the task of

hiring, training, and motivating able employees
who want to serve customers well.

Rumana Perveen, Asst. Professor, DBA, NUBT,KHULNA 1-24

Performance Marketing

Financial Social Responsibility

Accountability Marketing

Rumana Perveen, Asst. Professor, DBA, NUBT,KHULNA 1-25

Figure 1.4
The Marketing Mix

Rumana Perveen, Asst. Professor, DBA, NUBT,KHULNA 1-26

The New Four Ps

People

Processes

Programs

Performance

Rumana Perveen, Asst. Professor, DBA, NUBT,KHULNA 1-27

 Marketing Management Tasks
 Develop market strategies and plans
 Assess market opportunities and customer
value
 Choose value
 Design value
 Deliver value
 Communicate value
 Sustain growth and value

Rumana Perveen, Asst. Professor, DBA, NUBT,KHULNA 1-28

 For Review
 Why is marketing important?
 What is the scope of marketing?
 What are some fundamental marketing
concepts?
 How has marketing management changed?
 What are the tasks necessary for successful
marketing management?

Rumana Perveen, Asst. Professor, DBA, NUBT,KHULNA 1-29