This document provides an overview of key marketing concepts including the importance of marketing, definitions of marketing, concepts such as the marketing mix and relationship marketing. It discusses bases for market segmentation and requirements for effective segmentation. Finally, it encourages asking questions to clarify marketing concepts and addresses in a friendly manner.

1. MARKETING An art of turning Chances into Opportunities Importance of Marketing Definition Marketing rests on…. Concepts of Marketing Bases for Marketing Segmentation Marketing Mix Relationship Marketing Q’s & D’s Importance of Marketing

2. Importance Of Marketing Why Marketing? Marketing process brings Goods and Services to satisfy the needs and wants of the people It helps to bring new varieties and quality goods to consumers It gives wide employment opportunities It is responsible to keep the wheels of production and consumption constantly moving It creates and raises standard of living of the society What is Marketing

3. What is Marketing? Oxford defines Marketing as “ The activity of presenting, advertising and selling a product in the Best Possible Way ” Marketing is getting the Right Goods and Services to the Right People at the Right Place at the Right Time at the Right Price with the Right Communication and Promotion Marketing Rests on…….

4. Marketing rests on……. Needs, Wants and Demands Products Value and Satisfaction Exchange and Transactions Markets Concepts of Marketing

5. Concepts of Marketing Production Concept Product Concept Selling Concept Marketing Concept Social Marketing Concept Market Segmentation

6. Market Segmentation Bases for Market Segmentation Geographical Segmentation Demographic Segmentation Age, Sex, Income, Social Class Psychographics Segmentation Behavior, Benefit, Life-Style Requirements for Effective Segmentation

7. Requirements Of Effective Segmentation Measurability Accessibility Substantiality Actionability Benefits of Market Segmentation

8. Benefits of Market Segmentation Designing Product Lines Spotting the Signs of Trends Directing the Appropriate Promotion Determining the Appeals Selecting the Advertising Media Modifying the Timing of Advertising Marketing Mix

9. 4 P’s Relationship Marketing Promotion Advertising Sales Promotion Personal Selling Place Different types of Marketing Channels Retailing and Wholesaling Institutions Management and Physical Distribution Price Pricing Policies and Objectives Methods of Setting Prices Product Product Planning and Development Product Mix Policies and Strategies Branding and Packaging Strategies

10. Relationship Marketing/Management A strategic orientation that focuses on keeping and improving current customers rather than on acquiring new customers Need for Relationship Marketing/Management Frequent New Product Introductions Active, Educated, Well-Informed and Cautious Customers Fickle Brand Loyalties Churning Product Lines Satisfied customer is your best source of advertising Questions and Doubts

11. Questions and Doubts 3 F’s Be FREE Be FRANK Be FRIENDLY to ask Thank You Prepared By: Azeem Khan