Advert of

the year

189
 1913 Advertisement of Britannica
Encyclopedias

Copyright: Raja Shuja-ul-Haq (2009)

 World’s First Recorded
Advertisement
Advertising
Catchphrase:

“Buy me and
you will get a
good
bargain”
Ancient Greek
Pottery
(Lekythos)

Copyright: Raja Shuja-ul-Haq (2009)

530 BC
 Evolution of Marketing Concept

Marketing Orientation Today and the

future/ customer-
• Integrated customer focus (i.e. the philosophy of having a market-led
driven business)
• Long-run profits through customer satisfaction

Sales Orientation 1970’s and 80’s

• Getting the product off the shelf by promotions (i.e. “Push! Push! Sell! Sell!” philosophy of
business)
• Short-term gains in profit via sales increases

Production Orientation 1960’s and

before
• “Any colour you like, as long as its black” – Henry Ford (i.e. production simplicity more
important)
• Profits through production controls

Copyright: Raja Shuja-ul-Haq (2009)

 Stages of Marketing Evolution

 4Ps of Product, Price, Placement and Promotion (the

Marketing Mix) identified as key decisions in preparing the
market offering

 Shift from 4Ps to 4Cs (of Customer Value, Customer

Costs, Customer Convenience and Customer
Communication) so as to understand the customers better

 STP (Segmentation, Targeting and Positioning) Strategic

Thinking identified as a prerequisite to the 4P decisions

 Four possible target levels identified: mass market, a

market segment, a market niche or an individual customer

Copyright: Raja Shuja-ul-Haq (2009)

 Stages of Marketing Evolution

 Managing the level, timing and composition of market

demand

 Marketing of ideas, causes, places, people and

organisations (Social Marketing)

Copyright: Raja Shuja-ul-Haq (2009)

 What do you think?

Is Marketing an “Art” or a “Science”?

Copyright: Raja Shuja-ul-Haq (2009)

 Key Artistic Components of Marketing

 Creativity (Imagination)

 Persuasiveness (Convincing Power)

 Observation

Copyright: Raja Shuja-ul-Haq (2009)

 Key Scientific Components of Marketing

 Market Research

 Market Modeling

 Predictive Analytics (i.e. Trend Forecasting)

 Marketing Metrics

 Customer Database Operations

 Decision-making Models and Frameworks

Copyright: Raja Shuja-ul-Haq (2009)

  My Opinion:
Marketing is more of a science, less of an art

Copyright: Raja Shuja-ul-Haq (2009)

 Marketing:
Departmental Activity or
Managerial Philosophy???

Marketing is
a way of
doing
business

Copyright: Raja Shuja-ul-Haq (2009)

 Is Marketing “Selling” ?

What do you think?

Is Marketing the other name of “Selling”?

Copyright: Raja Shuja-ul-Haq (2009)

 Is Marketing “Selling” ?

 Selling is only a tip of the marketing iceberg

 Selling starts only when you have the product on the shelf

 Marketing starts before there is a product. It is the

homework the company does to figure out:

(a) What people need and what the company should make?
(b) How to launch, price, distribute and promote the product?
(c) How to monitor the results and improve the product
overtime?
(d) When to change or drop the product?

Copyright: Raja Shuja-ul-Haq (2009)

 Is Marketing “Selling” ?

So, the bottom-line …

Marketing is NOT a short-term selling

effort but a long-term investment
effort !!!

Copyright: Raja Shuja-ul-Haq (2009)

 Marketing Department :
Should there be one?

Marketing is often performed by a department within an

organization
Advantages Disadvantages

A specialized marketing Marketing activities should

department brings together a not be carried out in a single
group of trained people who department – they should be
focus on the marketing task reflected in all the activities of
the organization

 My Opinion:
Marketing should not be confined to the marketing department only
it should be taken as the managerial philosophy of an
organization

Copyright: Raja Shuja-ul-Haq (2009)

 “Marketing is just far too
important to leave to the
marketing department”
Cofounder Hewlett-Packard
(HP) - David
Packard

Copyright: Raja Shuja-ul-Haq (2009)

 What do you
think?

If your company has the best

marketing department in the
whole world …
Can it still fail at marketing?

SEEMS IMPOSSIBLE
…

Copyright: Raja Shuja-ul-Haq (2009)

 What if …

 Manufacturing department put out poor quality

products

 Shipping department ships the orders late

 Accounting department sends inaccurate invoices

All these flaws can potentially loose

customers for your business …

Copyright: Raja Shuja-ul-Haq (2009)

 So, moral of the story …

Marketing is effective only if the

whole company delivers the
promised value and satisfies the
customers !!!

Copyright: Raja Shuja-ul-Haq (2009)

 Value Processes
Human
Accounting Resources
and Manageme
Finance nt

R&D
Shipment Manageme
nt

Sales and
Customer Manufacturin
Service g
Marketing

Process of Going to Market

Customer
Value

Copyright: Raja Shuja-ul-Haq (2009)

How can the accounting department contribute towards a company’s
marketing?
Value Processes
Human
Accounting Resources
and Manageme
Finance nt

R&D
Shipment Manageme
nt

Sales and
Customer Manufacturin
Service g
Marketing

Process of Going to Market

Accounting department can prepare periodic “profitability”
reports by product, market segment, geographic areas (regions,
sales territories), order sizes, channels, and individual
customers … Customer
Value

Copyright: Raja Shuja-ul-Haq (2009)