Understanding
Marketing Management
(week 1)
Dr. Ananda Sabil Hussein
What is marketing?
 Activity deals with identifying ad meeting human
and social needs
 Meeting needs profitably
 Marketing is the activity, set of institutions, and
processes for creating, communicating, delivering,
and exchanging offerings that have value for
customers, clients, partners, and society at large.
(AMA, 2013)
What is marketed?
 Goods
 Services
 Events
 Experiences
 Persons
 Places
 Properties
 Organizations
 Information
Market
 What is market?
 Consumer market
 Business market
 Global market
Change the Market
 Technology development
 Globalization
 Deregulation
 Privatization
 Customer empowerment
 Customization
 Competition
History of Marketing
 Production concept
 Product concept
 Selling concept
 Marketing concept
 Relationship marketing concept
Holistic Marketing
Needs, Wants and
Demands
 Needs: basic human requirements
 Wants : specific needs
 Demands : wants for specific products back by an
ability to pay
Marketing Management
Tasks
 Developing marketing strategies and plans
 Capturing marketing insights
 Connecting with customers
 Building strong brands
 Shaping the market offerings
 Delivering value
 Communicating value
 Creating long-term growth