Marketing Course

1. By
Dr Md Tamhid Ul Islam
(MTDI)
Assistant Professor
North South University
Marketing Management – Lec 1
Marketing in the 21st century
(BUS 620)

2. 2
About Me
Md Tamhid Ul Islam
01 PhD from Aston Business School, UK
02 Assistant Professor at NSU
03 tamhid.islam@northsouth.edu
04
Office hours: ST: 1:00 pm – 3:00 pm and 6:20 pm – 6:50 pm;
Thursday: 4:30 pm – 5:30 pm; NAC: 734(5).

3. 3
Definition of Marketing
Md Tamhid Ul Islam
What is Marketing?

4. 4
Definition of Marketing
Md Tamhid Ul Islam
“Sell me this pen”

5. 5
Definition of Marketing
Md Tamhid Ul Islam
“Sell me this pen”

6. 6
Definition of Marketing
Md Tamhid Ul Islam
“Marketing is not about only
selling and advertising anymore”
Have you ordered food from Foodpanda recently?

7. 7
Definition of Marketing
Md Tamhid Ul Islam
Food delivery from 2000+ restaurants
Easy search option
Endless offers
Easy payment options
Simple food ordering process
I always use the app while ordering food, and I am talking about Foodpanda to you right now!

8. 8
Definition of Marketing
Md Tamhid Ul Islam
Philip Kotler Gary Armstrong
Marketing is the process by which companies create value for the customers, engage
customers, and build strong customer relationships in order to capture value from
customers in return (Kotler and Armstrong, 2021)

9. 9
Definition of Marketing
Md Tamhid Ul Islam
“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.” (American
Marketing Association, 2017)

10. 10
Definition of Marketing
Md Tamhid Ul Islam
Create value
Build strong relationships
Offering better products and services, offering lower price, through effective Ad campaign etc.
By offering membership cards,
By engaging with them on social media, etc.
Customers
A Company

11. 11
Definition of Marketing
Md Tamhid Ul Islam
Capture value
More sales, repeated purchase from loyal customers,
positive word of mouth from customers, etc.
Customers
A Company

12. 12
Textbook
Md Tamhid Ul Islam
Author Title Edition & Year Publisher
Philip Kotler, Gary Armstrong Principles of Marketing 18th, 2021 Prentice Hall
Philip Kotler, Kevin Lane Keller and
Alexander Chernev
Marketing Management 16th, 2021 Pearson
Philip Kotler

13. 13
Additional Resources
Md Tamhid Ul Islam
Author Title Edition & Year Publisher
Dr. Tamgid Ahmed Chowdhury
Principles of Marketing: Practices
and Applications in Bangladesh
2nd Edition -
Dr. Tamgid Ahmed Chowdhury Cases on Marketing Theories:
Perspectives from Bangladesh
- -

14. 14
Assessment and Grading
Md Tamhid Ul Islam
Assessment criteria Points
Final 25%
Mid Term 1 20%
Mid Term 2 20%
Group Report & Presentation 20%
Class Participation & Attendance 5%
Quiz 10%
Total 100%
NSU’s grading and performance evaluation policies will be followed
in assigning your grade.

15. 15
Marketing Defined:
The process by which companies create value for the customers, engage customers, and build strong
customer relationships in order to capture value from customers in return (Kotler and Armstrong, 2021)
What is Marketing?
Md Tamhid Ul Islam

16. 16
What is Marketing?
 The two-fold goal of marketing is:
Attracting new customers
Retaining and growing current
customers
Md Tamhid Ul Islam

17. 17
01
02
3
Understand the
marketplace
and customer
needs & wants
Design a
Customer-
driven
marketing
strategy
Construct an
integrated
marketing
program that
delivers
superior
value
Engage
customers,
build profitable
relationships
and create
customer
delight
Capture value
from customers
to create profits
and customer
quality
Create value for customers and
build customer relationships
Capture value from
customers in return
The Marketing Process
Md Tamhid Ul Islam

18. 18
01
02
3
Understand the
marketplace
and customer
needs & wants
Design a
Customer-
driven
marketing
strategy
Construct an
integrated
marketing
program that
delivers
superior
value
Capture value
from customers
to create profits
and customer
quality
Create value for customers and
build customer relationships
Capture value from
customers in return
The Marketing Process
Md Tamhid Ul Islam
Engage
customers,
build profitable
relationships
and create
customer
delight

19. 19
Understanding Marketplace & Customer Needs
 Needs, wants, and demands
 Market offerings
 Value and satisfaction
 Markets
Understand the
marketplace
and customer
needs & wants
Md Tamhid Ul Islam

20. 20
 Needs
– State of felt deprivation
– Example: Need food
 Wants
– The form needs as shaped by culture
and the individual
– Example: Want biriyani
 Demands
– Wants which are backed by buying
power
– Example: Want biriyani and you have
money to buy biriyani
Needs, Wants, and Demands
Md Tamhid Ul Islam

21. Marketing Myopia
The mistake of paying more attention
to the specific products a company
offers than to the benefits and
experiences produced by these
products. a lack of insight into what a
business is doing for its customers.
21
 Marketing offers
– Products
– Services
– Events
– Experience
– Persons
– Places
– Ideas
– Information
Market Offerings
Md Tamhid Ul Islam

22. 22
Market Offerings
Reebok Store
Md Tamhid Ul Islam

23.  Satisfaction
– Customer satisfaction
• The extent to which a product’s
perceived performance matches
a buyer’s expectations
– A satisfied customer will buy again
and tell others about their good
experience
23
 Value
– Customer-perceived value
• Customer’s evaluation of
the difference between
all the benefits and all
the costs of a market
offering relative to those
of competing products.
– Marketers must deliver
superior value to consumers
Value and Satisfaction
Md Tamhid Ul Islam

24. 24
Markets
 Market
– The sets of all actual and potential buyers of a product or
service
– Marketers seek buyers that are profitable
Md Tamhid Ul Islam
Elements of modern marketing system

25. 25
01
02
3
Understand the
marketplace
and customer
needs & wants
Design a
Customer-
driven
marketing
strategy
Construct an
integrated
marketing
program that
delivers
superior
value
Engage
customers,
build profitable
relationships
and create
customer
delight
Capture value
from customers
to create profits
and customer
quality
Create value for customers and
build customer relationships
Capture value from
customers in return
The Marketing Process
Md Tamhid Ul Islam

26. 26
Designing a Customer-driven marketing strategy
 Selecting customers
 Choosing a value
proposition
 Marketing Management
orientation
Designing a
customer-driven
marketing
strategy
Md Tamhid Ul Islam

27. 27
Selecting Customers to Serve
Market Segmentation Target Market
Market segmentation refers to
dividing the markets into
segments of customers
Target marketing refers to
which segments to go after
Md Tamhid Ul Islam

28. 28
Choosing a Value Proposition
Value proposition
Md Tamhid Ul Islam
– Set of benefits or values a company promises to
deliver to customers to satisfy their needs and
wants
– Value proposition is fulfilled through a market
offering, which delivers customer value and
satisfaction, resulting in ling-term exchange
relationships with customers

29. 29
Marketing Management Orientations
Production Concept
Product Concept
Selling Concept
Marketing Concept
Societal Marketing Concept
Md Tamhid Ul Islam

30. 30
Production Concept
 Assumes that consumers are interested primarily in
products that are available and highly affordable (low price)
 Marketing objectives:
– Cheap, efficient production
– Intensive distribution
– Market expansion
Md Tamhid Ul Islam

31. 31
Product Concept
 Assumes that consumers will buy the product that offers
them the highest quality, the best performance, and the
most features
 Marketing objectives:
– Quality improvement
– Addition of features
Md Tamhid Ul Islam

32. 32
Selling Concept
 Assumes that consumers are unlikely to buy a product
unless the firm undertakes large-scale selling and
promotion effort
 Marketing objectives:
– Creating sales transactions
– Selling what company makes
– Large scale promotions
Md Tamhid Ul Islam

33. 33
Marketing Concept
 Assumes that achieving organizational goals depends on
knowing the needs and wants of target markets and delivering
the desired satisfactions better than competitors do.
 Marketing objectives:
– Profits through customer satisfaction
– Selling what customer wants
Md Tamhid Ul Islam

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Selling Concept vs. Marketing Concept
Md Tamhid Ul Islam

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Societal Marketing Concept
 Assumes that marketing strategy should deliver value to
customers in a way that maintain and improves both the
consumer’s and society’s well-being
Md Tamhid Ul Islam

36. 36
01
02
3
Understand the
marketplace
and customer
needs & wants
Design a
Customer-
driven
marketing
strategy
Construct an
integrated
marketing
program that
delivers
superior
value
Engage
customers,
build profitable
relationships
and create
customer
delight
Capture value
from customers
to create profits
and customer
quality
Create value for customers and
build customer relationships Capture value from
customers in return
The Marketing Process
Md Tamhid Ul Islam

37. 37
Preparing an Integrated Marketing Plan
 The Marketing Plan
– Transforms the marketing strategy into action
– Includes the marketing mix – The 4P’s of marketing
• Product: Firm must first create a need satisfying market
offering
• Price: Deciding how much the firm will charge for the
offer
• Place: Deciding how the firm will manage distribution
and make the offer available to target consumers
• Promotion: Communicating with target consumers
about the offer and persuade them of its merit
Md Tamhid Ul Islam

38. 38
Preparing an Integrated Marketing Plan
Product Customer Solution
Price Customer Cost
Place Convenience
Promotion Communication
Md Tamhid Ul Islam

39. 39
01
02
3
Understand the
marketplace
and customer
needs & wants
Design a
Customer-
driven
marketing
strategy
Construct an
integrated
marketing
program that
delivers
superior
value
Engage
customers,
build profitable
relationships
and create
customer
delight
Capture value
from customers
to create profits
and customer
quality
Create value for customers and
build customer relationships
Capture value from
customers in return
The Marketing Process
Md Tamhid Ul Islam

40. 40
Building Customer Relationships
 Customer Relationship Management (CRM)
– The overall process of building and maintaining profitable customer
relationships by delivering superior customer value and satisfaction. It
deals with all aspects of acquiring, keeping and growing customers.
Relationship Building Blocks
Customer-perceived value Customer Satisfaction
The difference between total
customers’ perceived benefits
and costs
The extent to which perceived
performance matches to a
buyer’s expectation
Md Tamhid Ul Islam

41. 41
 Basic relationship
- with low margin customers
- Through brand building advertising, public relations, working on customer feedbacks
 Full partnership
- with high margin customers
- Sales representative work closely with key customers
 Frequency marketing programs
- Rewarding customers who buy frequently
- Loyalty reward programs, giving discounts, providing information & updates
 Loyalty programs
- Creating communities
- offering special benefits, loyalty rewards
 Customer-engagement marketing
- fostering direct and continuous customer involvement in shaping brand conversations, brand
experiences, and brand community.
 Customer-generated marketing
- Asking customers for new product and service ideas
- Rewarding customers for bringing in new customers
Building Customer Relationships
Md Tamhid Ul Islam

42. 42
 Managing relationship with partners
- Working closely with others inside
and outside the company to jointly
bring more values to customers
- Managing relationship with
suppliers, channel partners,
distributors, retailers etc.
Partner Relationship Management
Md Tamhid Ul Islam

43. 43
01
02
3
Understand the
marketplace
and customer
needs & wants
Design a
Customer-
driven
marketing
strategy
Construct an
integrated
marketing
program that
delivers
superior
value
Engage
customers,
build profitable
relationships
and create
customer
delight
Capture value
from customers
to create profits
and customer
quality
Create value for customers and
build customer relationships
Capture value from
customers in return
The Marketing Process
Md Tamhid Ul Islam

44. 44
Capturing Value from Customers
 Through customer loyalty
 Capturing customer lifetime value
- Customer lifetime value: the value of the entire stream of purchases a
customer makes over a lifetime trade
 Growing share of customer
- Share of customer: The portion of the customer’s purchasing that a
company gets
 Building customer equity
- Customer equity: The total combined customer lifetime values of the
company’s current and potential customers
Md Tamhid Ul Islam

45. 45
01
02
3
Understand the
marketplace
and customer
needs & wants
Design a
Customer-
driven
marketing
strategy
Construct an
integrated
marketing
program that
delivers
superior
value
Engage
customers,
build profitable
relationships
and create
customer
delight
Capture value
from customers
to create profits
and customer
quality
Create value for customers and
build customer relationships
Capture value from
customers in return
The Marketing Process
Md Tamhid Ul Islam

46. 46
Md Tamhid Ul Islam
Thanks