1st lecture strategic marketing

Strategic marketing
An introduction
Presented by:
Prof. Akhlas Ahmed
IHM – Dow University of Health Sciences
Session # 01 (Sept, 13th
, 2017)

INTRODUCTION
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The only true wisdom is in
knowing you know nothing.
Socrates
, 2017)

Points to understand:
Organization
Management
Strategic
Marketing
, 2017)

Organization
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The word organization mean:
An organized group of people
with a particular purpose, such
as a business or government
department.

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The organization:
A social unit of people that is structured and
managed to meet a need or to pursue
collective goals. All organizations have a
management structure that determines
relationships between the different activities
and the members, and subdivides and
assigns roles, responsibilities, and authority
to carry out different tasks. Organizations
are open systems-they affect and are
affected by their environment.

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The organization:
The main task is to achieve collective
goals.

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The organization:
Workers
Managers

Management
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The word management mean:
Board
Executive
Panel

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The management types:
Top management
Middle management
Line management

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The management
process:
Planning
Organizing
Controlling
Leading

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The management process: !
Holy Quran-Surah An-Nahl: (verse16.68-69)
Its named after bees. The number of this surah is
16 and entitled “the Honeybee’ (An-Nahl).
16th
Surah of the Holy Quran with 128 Ayat.
And your Lord (Allah) revealed to the bees: Build
your hives in mountains, trees and in what they build.”
Then eat (for females) from every fruit and follow
(for females) your Lord’s enslaved paths, from their
bellies (for females) exits drink of different colors, in
it healing for man.
These are sign for those who contemplate.

, 2017)
The honeybees: !
Total species of honeybees in the world are almost 2000.
All honeybees have five (5) eyes, 3 small on the top of the head
and 2 big in front. They have also hairs on their eyes. Although
they have 5 eyes but they never sleep.
Honeybees have two stomach.
Male bees are called drones and don’t do work except mating
with queen. They are medium in size called King bees.
The queen bees are female and largest in size.
The worker bees are female and smaller in size.
There is guard bees to protect queen from external
sources. Whereas, All explorer bees are female to collect
fragrance from flower. While the responsibility of quality
control bees are to maintain qualities in honey.

, 2017)
The honeybees: !!
The worker bees are all female. The worker bees,
those who gather pollen and make the honey, are
actually all female.
Honeybee have two stomach, one for digestion of own
food and other is to bear nectar from flower.
They collect nectar (sugar) and water, keep in that
stomach and return to the beehive.

, 2017)
The honeybees: !!! Arithmetically proven facts.
The number of this surah is 16 and entitled “the Honeybee’
(An-Nahl).
The number of chromosomes of the male is 16. Here you see
the number of the surah is 16. So the number of the sura
indicates the number of chromosomes.
The number of chromosomes in females are 32 (2n)(16X2).
The verses of the sura are 128, this means; 8times the number
of chromosomes of the male (16X8) and also 4times the number
of the chromosomes of the female (32X4)
The first verses 68 has 13 words (68X13 equal to 884)

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The honeybees: !!!!
Planning
Organizing
Controlling
Leading

Strategic
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The word strategic mean:
Calculated
Planned
Tactical

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Corporate philosophy:
A business philosophy is a set of beliefs
and principles that a company strives to
work toward. This is often referred to as a
mission statement or company vision. It’s
essentially the company’s operational
blueprint. The business philosophy
explains the company’s overall goals and
its purpose.

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Corporate vision:
A corporate vision concretely describes
how a company sees itself in the future,
and therefore must be realistic and
attainable. In the current age of rapid
change, a corporate vision is of a more
long-term nature.

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Corporate mission:
A mission statement declares an
organization’s purpose, or why it exists.
That often includes a general
description of the organization, its
function and its objectives.

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Corporate values:
The operating philosophies or principles
that guide an organization’s internal
conduct as well as its relationship with its
customers, partners and shareholders.

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The Corporate strategic are:
Corporate vision
Corporate mission
Corporate values

What is marketing?
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 Misconception:
 Marketing is commonly misunderstood as
an ostentatious term for advertising and
promotion.

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 It is systematic attempt to fulfill human
desires by producing goods and services
that people will buy.
 It is where the cutting edge of human
nature meets the versatility of technology.
 Marketing-oriented companies help us
discover desires we never knew we had,
and ways of fulfilling them we never
imagine could be invented.

The Three levels of Marketing: (First)
 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.
(American Marketing Association)
, 2017)

The Three levels of Marketing: (Second)
 Marketing is the social process by which
individuals and groups obtain what they
need and want through creating and
exchanging products and value with
others.
(Philip Kotler)
, 2017)

The Three levels of Marketing: (Third)
 Marketing is the management process
that identifies, anticipates and satisfies
customer requirements profitably.
(The Charter Institute of Marketing)
, 2017)

‘Marketing Is Everything’
(Harvard Business review - Regis McKenna, January 1991)
•Marketing today is not a function: it is a
way of doing business.
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Marketing as business philosophy…
•It’s the process by which a company
decides what it will sell, to whom, when &
how and then does it!
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, 2017)
The term marketing actually covers…
Customer service functions
Public – press relations
Product development (new business)
Advertising, publicity and sales promotion
Branding, merchandising and distribution
Research, innovation and development
Sales management

Definition of Strategic Marketing:
Identification of one or more sustainable
competitive advantages a firm has in the
markets it serves (or intends to serve),
and allocation of resources to exploit
them.
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Compare Marketing with Strategic marketing?
Strategic marketing is making sure that each one of
your marketing efforts (e.g., website, e-newsletters,
advertisement in magazines, direct mailers and so
on) aligns with your overall plan for connecting the
information you have to provide with the audience
that needs to hear it for you to succeed. The key to
understanding and creating an effective strategic
marketing campaign is developing a comprehensive
strategic marketing plan that allows everyone in your
organization to understand what your marketing
goals are and your plan for accomplishing them.
, 2017)

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