The document discusses the evolution and definitions of marketing, highlighting its importance in promoting product awareness, boosting sales, and building company reputation. It outlines various types of marketing and emphasizes the significance of understanding customer needs in crafting effective marketing strategies. Additionally, the document references key concepts such as branding and the 4 Ps of marketing.

1. BEENISH TARIQ ZUBERI
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2. INTRODUCTION
• The term "marketing" is derived from the word
"market”.
• Market refers to a group of sellers and buyers that
co-operate to exchange goods and services.
• The modern concept of marketing evolved during
and after the industrial revolution in the 19th and
20th centuries.
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3. DEFINITION OF MARKETING
• Marketing is the activity or process set of institutions, and
processes for creating, communicating, delivering, and
exchanging offerings that have value for customers, clients,
partners, and society at large.
“Business has only
two functions
marketing and
innovation.”
~ Milan Kundera
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4. DEFINITION OF MARKETING
• The Chartered Institute of Marketing:
“The management process responsible for
identifying, anticipating and satisfying
customer requirements profitably.”
• Philip Kotler
“Satisfying needs and wants through an
exchange process.”
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5. DEFINITION OF MARKETING
• The American Marketing Association:
• “The process of planning and executing the
conception, pricing, promotion and distribution of
ideas, goods, and services to create exchanges that
satisfy individual and organizational objectives.”
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6. IMPORTANCE OF MARKETING
Marketing promotes
product awareness
to the public
Marketing
helps boost
product sales
Marketing builds
company
reputation
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7. BRANDING
• A brand is a name, term, design, symbol, or any
other feature that identifies one seller’s goods or
service as distinct from those of other sellers.
• ISO brand standards add that a brand “is an
intangible asset” that is intended to create
“distinctive images and associations in the minds of
stakeholders, thereby generating economic
benefit/values.”
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8. TYPES OF MARKETING
• Influencer Marketing
• Relationship Marketing
• Viral Marketing
• Green Marketing
• Keyword Marketing
• Online/Digital Marketing
• Word of Mouth Marketing
• Guerilla Marketing
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9. 4 Ps OF MARKETING
“The aim of marketing is to know and understand the customer so well the product or
service fits him and sells itself.” ~ Peter F. Drucker
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10. 4 Ps OF MARKETING
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11. MARKETING PROCESS
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14. Target Marketing Process
showing leads Customers & Promoters
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