Marketing involves a range of processes concerned with finding out what consumers want, and then providing it for them. This involves four key elements, which are referred to as the 4Ps. A useful starting point therefore is to carry out market research to find out about customer requirements in relation to the 4Ps.

1. Principle Of Marketing
Evolution of Marketing
Ahmad Idrees

2. Definition of Marketing
 American Marketing
Association
“Marketing is the activity, set of institutions, and processes
for creating, communicating, delivering, and exchanging
offering that have value for customers, clients, partners,
and society at large.”
(A.M.A,2007)

3. Definition of Marketing
Chartered Institute of Marketing (CIM)
"Marketing is the management process responsible for
identifying, anticipating and satisfying customer
requirements profitably"
(CIM,2008)
It lasted for around 30 years ,until…..

4. New Definition by CIM
 'The strategic business function that creates value by
stimulating, facilitating and fulfilling customer demand. It
does this by building brands, nurturing innovation,
developing relationships, creating good customer
service and communicating benefits. By operating
customer-centrically, marketing brings positive return on
investment, satisfies shareholders and stake-holders
from business and the community, and contributes to
positive behavioural change and a sustainable business
future.'

5. Evolution of Marketing
 1. Production Era -------late 1800s
 2. Sales era 1930s------1950s
 3. Marketing era 1950s------1970s
 4. Societal era 1970s------1990s
 5. The future --------------?

6. Marketing Management
Philosophies
 Production Concept
The production concept holds that consumer will
favour products that are available and highly
affordable, and that management should therefore
focus on improving production and distribution
efficiency. This concept is one of the oldest
philosophies that guide sellers.
Example : Ford Model – T

7. .
 The Product Concept
The idea that consumers will favour
products that offer the most quality, performance
and features, and that the organisation should
therefore devote its energy to making continuous
product improvements.
Example : Marketing Myopia

8. .
 The Selling Concept
The idea that consumers will not buy
enough of the organisation‟s products
unless the organisation undertakes a
large-scale selling and promotion effort.
Example : Sales promotion,price reductions,Buy one get one free

9. .
 The Marketing Concept
The marketing management philosophy
which holds that achieving organisational
goals depends on determining the needs
and wants of target markets and delivering
the desired satisfactions more effectively
and efficiently than competitors do.

10. Comparing Selling and Marketing
Concepts
.

11. .
 The Societal Concept
The idea that the organisation should determine the needs,
wants and interests of target markets and deliver the desired
satisfactions more effectively and efficiently than competitors
in a way that maintains or improves both the consumer‟s and
society‟s well-being.
Examples : Natwest- Community Bond
Capital Radio –Floodlight magazine – Further and Part- time
education opportunities

12. Needs,Wants and Demans
 Human Need
„A state of felt deprivation‟
1. look for an object that will satisfy it; or
2. Try to reduce the need.

13.  Human Want
The form that a human need takes as shaped by
culture and individual personality.

14.  Demand
Human wants that are backed by buying
power.

15. Creating Demand
 Sony‟s Example of Innovation
 Mobile Phones
 Apple – Ipod, Ipad
 Telling them that they need it !

16. What do we Market?
 Goods
 Services
 Events
 Experiences
 Persons
 Places
 Properties
 Organisation
 Information
 Ideas
EXAMPLES !