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What is Marketing ?
Dr. Ahmad Javed Askarzai
PhD Economics
1
Good Companies sells.
● Met Needs
Great Companies Sells.
● Unmet Needs
What is Marketing?
What is Marketing?
FMarketing is all about:
1. Public Relation
2. Sales Promotion
3. Advertising
4. Pricing
5. Distribution
6. Profit
4
What is Marketing?
Public Relation
FPublic relations includes ongoing activities to ensure the overall
company has a strong public image. Public relations activities include
helping the public to understand the company and its products.
How does it differ from advertising?
FPublic relations is the opposite of advertising. In advertising, you pay to
have your message placed in a newspaper, TV or radio spot.
In public relations, the article that features your company is not paid for.
The reporter, whether broadcast or print, writes about or films your company
as a result of information he or she received and researched.
5
What is Marketing?
Sales Promotion
Sales promotion aims to provide a short-term boost to sales. sales
promotion looks for alternatives that are more cost-effective -
costing less to implement but providing a bigger increase in sales.
There are two basic types of sales promotions
1. Trade Promotions: The schemes, discounts, freebies,
commissions and incentives given to the trade (retailers,
wholesalers, distributors..) to stock more, push more and
hence sell more of a product come under trade promotion
2. Consumer sales promotions: are advertised in public media to
attract consumers attention, This schemes are floated mostly
in festival times, like EID days New years or Christmas
6
What is Marketing?
Advertising
Advertising is a means of communication with the users of a product or
service.
In today's world, advertising uses every possible media to get its message
through.
ü Television
ü Print (newspapers, magazines, journals etc)
ü Radio
ü Press
ü Internet ( Facebook, Google, Twitter, Instagram, Linked In …..)
ü Direct selling
ü Billboards
ü Mailers
ü Sponsorships
ü Posters
ü Clothes
ü Colors
ü visuals and even people.
7
What is Marketing?
Pricing
• Pricing is the process whereby a business sets the
price at which it will sell its products and
services.Pricing is a fundamental aspect of seven Ps
of the marketing mix.
• Efficient price is a price that is very close to the
maximum that customers are prepared to pay
• Objectives of Pricing
• To achieve the financial goals of the company (i.e. profitability)
• To fit the realities of the marketplace (will customers buy at that
price?)
8
What is Marketing?
Distribution
F Distribution channels in marketing are one of the element of “7 Ps of
marketing mix” placement (distribution). It help the companies to expand
its reach and grow its revenue.
F Types of Distribution.
1. Business-to-business (B2B) distribution occurs between a producer
and industrial users of raw materials needed for the manufacturer of
finished products.
2. Business-to-customer (B2C) distribution: occurs between the
producer and the final user
9
What is Marketing?
Distribution
B2B and B2C, Companies can sell through a single distribution
channel or through multiple channels that may include:
– Wholesaler/Distributor
– Direct/Internet
– Direct/Sales Team
– Consultant
– Dealer
– Retail
– Sales Agent/Manufacturer’s Representatives.
10
What is Marketing?
Profit
• A financial gain, especially the difference
between the amount earned and the amount
spent in buying, operating, or producing
something.
This simple statement is often expressed as the
profit identity, which states that
• Total profits = total revenue (TR) – total costs (TC)
11
What is Marketing?
Questions
Thanks from
Your Attention!
?
12

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What is marketing

  • 1. What is Marketing ? Dr. Ahmad Javed Askarzai PhD Economics 1
  • 4. What is Marketing? What is Marketing? FMarketing is all about: 1. Public Relation 2. Sales Promotion 3. Advertising 4. Pricing 5. Distribution 6. Profit 4
  • 5. What is Marketing? Public Relation FPublic relations includes ongoing activities to ensure the overall company has a strong public image. Public relations activities include helping the public to understand the company and its products. How does it differ from advertising? FPublic relations is the opposite of advertising. In advertising, you pay to have your message placed in a newspaper, TV or radio spot. In public relations, the article that features your company is not paid for. The reporter, whether broadcast or print, writes about or films your company as a result of information he or she received and researched. 5
  • 6. What is Marketing? Sales Promotion Sales promotion aims to provide a short-term boost to sales. sales promotion looks for alternatives that are more cost-effective - costing less to implement but providing a bigger increase in sales. There are two basic types of sales promotions 1. Trade Promotions: The schemes, discounts, freebies, commissions and incentives given to the trade (retailers, wholesalers, distributors..) to stock more, push more and hence sell more of a product come under trade promotion 2. Consumer sales promotions: are advertised in public media to attract consumers attention, This schemes are floated mostly in festival times, like EID days New years or Christmas 6
  • 7. What is Marketing? Advertising Advertising is a means of communication with the users of a product or service. In today's world, advertising uses every possible media to get its message through. ü Television ü Print (newspapers, magazines, journals etc) ü Radio ü Press ü Internet ( Facebook, Google, Twitter, Instagram, Linked In …..) ü Direct selling ü Billboards ü Mailers ü Sponsorships ü Posters ü Clothes ü Colors ü visuals and even people. 7
  • 8. What is Marketing? Pricing • Pricing is the process whereby a business sets the price at which it will sell its products and services.Pricing is a fundamental aspect of seven Ps of the marketing mix. • Efficient price is a price that is very close to the maximum that customers are prepared to pay • Objectives of Pricing • To achieve the financial goals of the company (i.e. profitability) • To fit the realities of the marketplace (will customers buy at that price?) 8
  • 9. What is Marketing? Distribution F Distribution channels in marketing are one of the element of “7 Ps of marketing mix” placement (distribution). It help the companies to expand its reach and grow its revenue. F Types of Distribution. 1. Business-to-business (B2B) distribution occurs between a producer and industrial users of raw materials needed for the manufacturer of finished products. 2. Business-to-customer (B2C) distribution: occurs between the producer and the final user 9
  • 10. What is Marketing? Distribution B2B and B2C, Companies can sell through a single distribution channel or through multiple channels that may include: – Wholesaler/Distributor – Direct/Internet – Direct/Sales Team – Consultant – Dealer – Retail – Sales Agent/Manufacturer’s Representatives. 10
  • 11. What is Marketing? Profit • A financial gain, especially the difference between the amount earned and the amount spent in buying, operating, or producing something. This simple statement is often expressed as the profit identity, which states that • Total profits = total revenue (TR) – total costs (TC) 11
  • 12. What is Marketing? Questions Thanks from Your Attention! ? 12