Fundamental of digital marketing

1. Airline & Airport Marketing
Lecture-1

2. Introduction-an
overview of marketing
Road map
Today’s Topics

3. Introduction
of Marketing

4. Music to a
Marketer’s Ears
“They’re the best.”
“I always eat there.”
“I only fly with that airline.”
“I buy my electronics at that store.”
“I will prefer to go in that school.”

5. What is
Marketing,
anyway?

6. Definition
Marketing: The
process of creating
consumer value in
the form of goods,
services, or ideas
that can improve
the consumer’s life.

7. What is marketing ?
More than selling and
advertising
Identifying and satisfying
customers needs
Range of activities
(marketing mix - 4P’s)

8. What is Marketing?
Learning to make what you can
sell vs. selling what you can
make.
Identifying and satisfying
customer needs and wants.

9. Peter Drucker
Goal of all organizations is to
gain and retain customers
Innovation and marketing are the
only two ways to achieve the
goal
“The rest only adds cost”

10. The AMA managerial definition:
– “Marketing is 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.”

11. Quality oriented Marketing
Involves having the Right
Product available in the Right
Place at the Right Time and
making sure that the customer
is Aware of the Product.

12. Marketing

13. Product Price
Place Promotion
Customers

14. Simple Marketing
System
Producer/Seller Consumer
Communication
Product/Service
Money
Feedback

15. Marketing’s 4 P’s
 Product
 Price
 Place
 Promotion

16. Marketing’s 4 P’s (+2)
 People
 Product
 Price
 Place
 Promotion
 Profits

17. Marketing
–It assumes that it will
proceed in accordance with
ethical practices.
–Identifies the 4 marketing
variables - product, price,
promotion, and distribution.

18. –States that the public, the
customer, and the client
determine the marketing
program.
–Emphasizes creating and
maintaining relationships.
–Finally applies for both non-
profit organizations and profit-
oriented businesses.

19. Marketing Includes...
Advertising
Making products
available in stores
Maintaining inventories
etc

20. What Can Be Marketed?
Goods
Services
Experiences
Events
Persons
Places
Properties
Organizations
Information
Ideas

21. How Does an
Organization Create a
Customer?

22.  Identifying customer needs
 Designing goods and services
that meet those needs
 Communicating information
about those goods and
services to prospective buyers

23.  Making the goods or services
available at times and places that
meet customers’ needs
 Pricing goods and services to
reflect costs, competition, and
customers’ ability to buy
 Providing for the necessary
service and follow-up to ensure
customer satisfaction after the
purchase

24. How is Marketing
Done?

25. Marketers Develop and Implement
a Marketing Plan Based on the
Following Information:
Organization’s Strengths
and Weaknesses
Organization’s Overall Objectives
Opportunities and Threats to the
Organization in the Marketplace

26. Peter F. Drucker Said:
If we want to know what a business is,
we have to start with its purpose.
And its purpose must lie outside the
business itself. In fact, it must lie in
society since a business enterprise
is an organ of society. There is one
valid definition of business
purpose: to create a customer.

27. Reasons for
Studying Marketing

28. Costs
About 50% of total
product costs are
marketing costs
Contributions to
Individual Organizations
Critical to the success
Careers
About 25 to 33% of
the work force hold
marketing positions.
Contributions to Society
Marketing decisions affect
the lives of individual
consumers and society as
Why Study
Marketing ?

29. Why Study Marketing?
Plays an important role in
society
Vital to business
Offers outstanding career
opportunities
Affects your life every day

30. Marketing is
Everywhere in Your
Life

31. What do Marketers
Think About?

32. Ex: Open a Book shop On Campus
Is there a need?
Who is my target market?
What is my product?
How can I produce and deliver a
“product” better than my
competitors?
How will I promote my product?
How can I insure customer loyalty?

33. Marketing is....
getting the right products to
the right people at the right
price and at the right place
and time with the right
promotion

34. Marketing is a social and
managerial process by which
individuals and groups obtain
what they need and want
through creating, offering and
exchanging products of value
with others.
Kotler 1994

35. Process by which
individuals and groups
obtain what they need
and want through
creating and exchanging
products and value with
others.

36. More simply:
Marketing is the
delivery of customer
satisfaction at a profit.

37. Simple Questions, Hard
Answers
•Who are our customers?
•What important & unique
benefits do we provide?
•Are these benefits sustainable?

39. Recommended Books
 Principles of Marketing by Philip
Kotler and Gary Armstrong
 Fundamentals of Marketing by
Stanton, Etzel and Walker
 Marketing by Joel R. Evans and
Barry Berman