Principles of

Marketing
By: Dr. Muhammad Farooq
Intended audience
✓ Business and Management Sciences Students
✓ Business and Management Sciences Executives
✓ Business Owners

Lecture-2

Slides made by Dr. Muhammad Farooq for business administration and management sciences students and professionals
. Farooq Consultancy Private Limited reserves all the rights for case studies and graphic illustrations used in the slide
 Lecture-1 Recap

Slides made by Dr. Muhammad Farooq for business administration and management sciences students and professionals
. Farooq Consultancy Private Limited reserves all the rights for case studies and graphic illustrations used in the slide
 When you Think About Cell Phone
Companies Which Company
comes in Your Mind First?

Write down the names before

moving to next slide

Slides made by Dr. Muhammad Farooq for business administration and management sciences students and professionals
. Farooq Consultancy Private Limited reserves all the rights for case studies and graphic illustrations used in the slide
 So how you came to know
about this company? Why
you named it first? Do you
think it happened
overnight without a
planning?

Slides made by Dr. Muhammad Farooq for business administration and management sciences students and professionals
. Farooq Consultancy Private Limited reserves all the rights for case studies and graphic illustrations used in the slide
 Someone Planned it, Someone
occupied your mind, Someone
understood your desires,
produced the product and made
it a top-of-mind brand, made it
available to you… All this is
called Marketing

Slides made by Dr. Muhammad Farooq for business administration and management sciences students and professionals
. Farooq Consultancy Private Limited reserves all the rights for case studies and graphic illustrations used in the slide
 What have we
Learned? What is
Marketing

“Marketing is
meeting human and
Social Needs
Profitably”
Slides made by Dr. Muhammad Farooq for business administration and management sciences students and professionals
. Farooq Consultancy Private Limited reserves all the rights for case studies and graphic illustrations used in the slide
 What if some
organization is popular
but not profitable?

“It needs
Marketing, It
needs Marketers,
it needs YOU!
Slides made by Dr. Muhammad Farooq for business administration and management sciences students and professionals
. Farooq Consultancy Private Limited reserves all the rights for case studies and graphic illustrations used in the slide
 So In This Course
We Will Learn About
• Marketing of a New business
• Marketing of Existing Business
• Business to Consumer Marketing
• Business to Business Marketing

Slides made by Dr. Muhammad Farooq for business administration and management sciences students and professionals
. Farooq Consultancy Private Limited reserves all the rights for case studies and graphic illustrations used in the slide
 Class Participation/ Discussion
• List or Write down 10 companies that as per your
understanding are doing a great Marketing
• What if You are Marketing Manager of that
company? What you will do differently?
• What thing you need to learn to become Marketing
Manager of your favourite company?

Slides made by Dr. Muhammad Farooq for business administration and management sciences students and professionals
. Farooq Consultancy Private Limited reserves all the rights for case studies and graphic illustrations used in the slide
 End of
Lecture-1
Thank you all, have a
great day!!

Slides made by Dr. Muhammad Farooq for business administration and management sciences students and professionals
. Farooq Consultancy Private Limited reserves all the rights for case studies and graphic illustrations used in the slide
 Lecture 2:
Important
Concepts in
Marketing

Slides made by Dr. Muhammad Farooq for business administration and management sciences students and professionals
. Farooq Consultancy Private Limited reserves all the rights for case studies and graphic illustrations used in the slide
 What You Purchased
This Month?
• Have you ever wondered about
process of sale and purchase?
• Why both seller and purchaser feel
win-win?

The concept of Value is

the answer
Slides made by Dr. Muhammad Farooq for business administration and management sciences students and professionals
. Farooq Consultancy Private Limited reserves all the rights for case studies and graphic illustrations used in the slide
 Value in Marketing
What Does Value Mean in
Marketing? Also known as
customer-perceived value, value
is the difference between a
potential client's evaluation of
the benefits and cost of your
products or services when
compared to others in the
market
Slides made by Dr. Muhammad Farooq for business administration and management sciences students and professionals
. Farooq Consultancy Private Limited reserves all the rights for case studies and graphic illustrations used in the slide
 Can a Business
Serve Everyone?

Slides made by Dr. Muhammad Farooq for business administration and management sciences students and professionals
. Farooq Consultancy Private Limited reserves all the rights for case studies and graphic illustrations used in the slide
No
 Thus Businesses/Governments/
Organizations Creates Groups
of People to serve.

This process of
grouping to serve
customers is called
segmentation

Slides made by Dr. Muhammad Farooq for business administration and management sciences students and professionals
. Farooq Consultancy Private Limited reserves all the rights for case studies and graphic illustrations used in the slide
 Choose the segment,
Submit your ideas
I will be supervising and helping
you in applying for grant

Slides made by Dr. Muhammad Farooq for business administration and management sciences students and professionals
. Farooq Consultancy Private Limited reserves all the rights for case studies and graphic illustrations used in the slide
 How Innovation can
be marketed?
Marketing of innovation
for waste management
just an example from Dr.
Muhammad Farooq
research paper published
in sustainability

Slides made by Dr. Muhammad Farooq for business administration and management sciences students and professionals
. Farooq Consultancy Private Limited reserves all the rights for case studies and graphic illustrations used in the slide
 Class Discussion
End of Class- Lecture-1

Slides made by Dr. Muhammad Farooq for business administration and management sciences students and professionals
. Farooq Consultancy Private Limited reserves all the rights for case studies and graphic illustrations used in the slide
 Lecture-3: CREATING
& CAPTURING
COSTUMER VALUE

Slides made by Dr. Muhammad Farooq for business administration and management sciences students and professionals
. Farooq Consultancy Private Limited reserves all the rights for case studies and graphic illustrations used in the slide
 What is Customer
In Business and Marketing a
customer (also known as a
client/ buyer/ purchaser) is the
recipient of a good, service,
product or an idea - obtained
from a seller, vendor, or supplier
via a financial transaction or
exchange for money or some
other valuable consideration

Slides made by Dr. Muhammad Farooq for business administration and management sciences students and professionals
. Farooq Consultancy Private Limited reserves all the rights for case studies and graphic illustrations used in the slide
 What is
Customer
Perceived Value?

Slides made by Dr. Muhammad Farooq for business administration and management sciences students and professionals
. Farooq Consultancy Private Limited reserves all the rights for case studies and graphic illustrations used in the slide
 CREATING & CAPTURING COSTUMER VALUE
1.Understand: 3. Identify Segments and
What drives value create more value
for customers

5. Focus on
valuable
GOAL
Customers

2. Understand 4. Create a win-win

your value situation
proposition

Slides made by Dr. Muhammad Farooq for business administration and management sciences students and professionals
. Farooq Consultancy Private Limited reserves all the rights for case studies and graphic illustrations used in the slide
 Lecture-4
Consumer Decision
Making process

Slides made by Dr. Muhammad Farooq for business administration and management sciences students and professionals
. Farooq Consultancy Private Limited reserves all the rights for case studies and graphic illustrations used in the slide
 2. Information 3. Alternatives
1. Problem search Evaluation
Recognition Customers searches how he can Customers find the options
solve his problems and evaluates the options
Customer realizes 4. Purchase
that he has some
problem Decision
Finally customers
select one option

Consumer
Decision 5. and post-
Decision
purchase evaluation
Making Making of
Consumers
Customers
evaluate the
decision of
purchase

process
Slides made by Dr. Muhammad Farooq for business administration and management sciences students and professionals
. Farooq Consultancy Private Limited reserves all the rights for case studies and graphic illustrations used in the slide
Lecture-5
Brands and
Brands Value

Slides made by Dr. Muhammad Farooq for business administration and management sciences students and professionals
. Farooq Consultancy Private Limited reserves all the rights for case studies and graphic illustrations used in the slide
 What is Brand?
A product, business, or
person's brand is how it is
viewed by people that
interact with it. A brand is
the instantly identifiable
sensation that its name
and logo conjure.

Slides made by Dr. Muhammad Farooq for business administration and management sciences students and professionals
. Farooq Consultancy Private Limited reserves all the rights for case studies and graphic illustrations used in the slide
 Brand Vs Unknown
Companies

Class
discussion

Slides made by Dr. Muhammad Farooq for business administration and management sciences students and professionals
. Farooq Consultancy Private Limited reserves all the rights for case studies and graphic illustrations used in the slide
 Lecture-6
• Why brands are so important?

Slides made by Dr. Muhammad Farooq for business administration and management sciences students and professionals
. Farooq Consultancy Private Limited reserves all the rights for case studies and graphic illustrations used in the slide
 Brand ☑
Customer
Recognition
No Recognition 🗵
Benefits ☑
Customer
Loyalty
No Loyalty 🗵
Positive Side ☑ Consistency No Consistency 🗵
☑ 🗵
of brands Credibility No Credibility

No Value
☑ Enhance
Company Value Enhancement 🗵
Source: Farooq et al. (2016) ‘Customer-
based brand equity and firms’
performance in the telecom industry,’ ☑ Brand Equity No Brand Equity
🗵
International Journal of Services and
Operations Management, 25(3), p. 334.
DOI: 10.1504/IJSOM.2016.079516
Brand vs No Brand
Slides made by Dr. Muhammad Farooq for business administration and management sciences students and professionals
. Farooq Consultancy Private Limited reserves all the rights for case studies and graphic illustrations used in the slide