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1. Introduction to Marketing
Prepared By:
Abdul Hadi Siddiqui

2. Study Objectives
1. What is Marketing?
2. What is Marketing Concept.
3. What is Marketing Management?
4. What is Marketing Management Tasks?
5. What is Holistic Marketing?
6. What is Marketing Information System?
7. What is Test Marketing?

3. #1 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
relationship in ways that benefit the organization and its
stakeholders”

4. #2 What is Marketing Concept.
Target
Market
Customer
Needs
Integrated
Marketing
Profit through
customer
satisfaction
Starting Point Focus Means Ends

5. #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”

6. #4 What is Marketing Management Tasks.
1. Develop market strategies and plans .
2. Capture marketing insights.
3. Connect with customer.
4. Build strong brands,.
5. Shape market offerings.
6. Deliver value.
7. .Communicate value.
8. Create long term growth

7. #5 What is Holistic Marketing?
“A marketing strategy that is developed by thinking about the
business as whole, its place in the broader economy and
society, and in the lives of its customers. It attempts to develop
and maintain multiple perspective on the company’s
commercial activities”

8. Holistic Marketing?

9. #6 What is Marketing Information System?
“ A marketing information system consists of people, equipment, and
procedures to gather, sort, analyze, evaluate, and to distribute needed,
timely and accurate information to marketing decision makers.”
In order to
Gather
sort
Analyze & evaluate
distribute

10. #7 What is Test Marketing?
Standard
Test Market
Full marketing campaign
in a small number of
representative cities.
Simulated
Test Market
Test in a simulated
shopping environment
to a sample of
consumers.
Controlled
Test Market
A few stores that have
agreed to carry new
products for a fee.

11. Thank You
For Giving your Time