PRESENTER
Academic and Professional Credentials:
Ph.D. (Marketing & Management) Harbin Institute of Technology, China. 2015-2020
MBA (Marketing & Management) SZABIST. 2009-2013
MA (English Linguistics) SALU. 2006-2008
One Year Certification in Information Technology (Gold Medalist) SZABIST. 2008-2009
Visiting Faculty Member (Management Sciences) SZABIST Larkana Campus. Jan. 2014 to July 2015
Assistant Manager (Marketing) Linux Freaks Software House, Karachi. May 2013 to December 2013
Today: February 28th, 2022.
Venue: Iqra University, Karachi Campus
THE EVOLUTION OF MARKETING
THE PAST, PRESENT & FUTURE, AND ERA OF DIGITAL MARKETING
FIVE ORGANIZATION CONCEPTS / MARKETING PHILOSOPHIES
• Production Concept
• Product Concept
• Selling Concept
• Marketing Concept
• Societal Marketing Concept
• Holistic Marketing
• Experiential Marketing
• Exponential Marketing
Customer Relationship Management (CRM) + Digital Marketing
1. PRODUCTION CONCEPT
• The idea was that the consumers will favor the products that are
available & highly affordable.
• The organizations should, therefore, focus on improving the
production & distribution chanels.
• In short, it was all about producing more & earning more.
Note: A famous economist, JB say, gave a law in early 19th century that “supply creates its own demand”.
2. PRODUCT CONCEPT
• The idea was, consumers will buy such products that offer them
value with quality, performance, and features; economically.
• Some companies’ focus is on contneous product improvements.
• In short, the idea suggests, earn more profit by providing quality
products wtih unique features at a lowest cost.
3. SELLING CONCEPT
• The idea was, consumers will not buy enough of the firms’ products
unless it undertakes a large scale selling & promotion efforts.
• It focuses on creating sales-transctions rather than long-term
profitable relationships with customers.
MARKETING PHENOMENON
• It is an opportune appraoch for the businesses to promote & sell
their goods/services to the targeted buyers in a competitive
market-place.
• The companies or retailers adopt varios marketing strategies to
retain their existing customers, and, to attract the potential ones
or the customers of their competitors.
• Marketing research aids businesses comprehend & stimulate
the market demand for-and purchases of goods or services.
Kotler, Principles of Marketing, Global Edition, 18/E - Pearson
THE ORIGIN OF A MARKETING CONCEPT
• The ideas of marketing, as it is understood today,
began during the Industrial Revolution, England.
• This period spanned the late 18th century and
lasted long into the 19th century.
• It was a time of rapid social change motivated by
innovations in the scientific & technological
industries.
Inspiration: Innovation happens when human needs/wants/desires/preferences meet with human skills..
4. MARKETING CONCEPT
• The idea is to focus on the needs & wants of the target markets &
delivering the desired satisfaction to the buyers better than the
competitors.
• This concept refers to understand the needs and wants of
customers & providing them the right products or services at a
reasonal price.
THE SELLING VS. MARKETING CONCEPT
5. SOCIETAL MARKETING CONCEPT
• It backs the marketing strategy that should deliver value to customers in a way
that maintains or improves both customers & the society wellbeing.
Society
(Human Wellbeing)
Customers
Want Satisfaction
Societal
Marketing
Concept
Company
Profit
6. HOLISTIC MARKETING
• It is type of a contemporary marketing strategy which focuses on a comprehensive effort,
of all the departments together, put by the businesses to disseminate the information
related to their products/services to the targeted customers/markets.
Components of holistic marketing:
•
•
•
•
Relationship Marketing
Integrated Marketing
Internal Marketing
Performance Marketing (CSR  Output)
7. EXPERIENTIAL MARKETING
• This type of marketing strategy refers to the customer experiences that companies try
to do before selling their products of services to the potential buyers for free of cost.
Few examples include:
• Ceragem Master V3 (Body Healing Machine)
• Hug Me (Coke Hug Machine)
• Virtual Reality (VR)
• Mc Cain (A food chain that gives free food for taste experience)
8. EXPONENTIAL MARKETING
• It is a type of effective digital marketing built on a framework that allows businesses to
impact & engage the prospective customers.
It includes three components, these are:
• People (The vahicle)  Effective Talent Acquisition
• Training (The fuel)  The Structured Development
• Consultancy (The servicing)  The Expert Strategic Guidance
ORTHODOX VS. CONTEMPORARY MARKETING
DIGITAL MARKETING ERA
• CRM backed by digital marketing. The cusrrent customer-relationship is a
vital component for businesses to benefit from using technology tools, i.e.,
internet, smart gadgets & so on so forth.
THANKING NOTE…!
GROUP FORMATION FOR ASSIGNMENT
• Dear class, please create 8 groups; each for searchning a business that follows a pertinent
marketing strategy discussed in this class..
• You have 45 minutes to search & prepare your findings for presenting before the class.