PREPARED BY: WAJEEH ABBAS

BBA LEVEL-01

COURSE: MARKETING

ASSIGNMENT no.: 01 & 02

SUBMITTED TO: MR. AMMAR WASEEM

Date 07/03/2010
Define marketing? Define Macro and Micro Marketing?
MARKETING:
The process of planning and executing the conception,
pricing, promotion, and distribution of ideas, goods, and services to
create exchanges that satisfy individual and organizational
objectives can known as “MARKETING”.

Marketing can be further explained as adopting as

“Customer focus” for the organization keeping the customers needs
in mind all the time. It may not always mean making an immediate
sale. Most people, including some business managers, says that
marketing means “selling” or “advertising”. Its true that these are
parts of marketing, but marketing is much more then selling and
advertising.

MARKETING OLD VS NEW:

OLD VIEW OF MARKETING

MAKING A SALES “TELLING AND SELLING”.

NEW VIEW OF MARKETING

SATISFYING CUSTOMER NEEDS.

It can be concluded that “Marketing” is one of the major

components of “business management”. The evolution of marketing
was caused due to mature markets and overcapacities in the last
decades. Marketing is both a set of activities performed by
organizations and social process. Therefore, marketing exists on two
levels i.e. Micro marketing and macro marketing.

MICRO MARKTING:
 Micro marketing is the performance of activities
that seek to accomplish organizations objectives by anticipating
customer or client needs and directing a flow of need-satisfying
goods and services from producer to customer or client. Such
organizations or businesses use various marketing techniques to
market shares, cash flow, and other economic factors that can
enhance their well being and position in the market place. The micro
marketing function with-in an entity is commonly referred to as
marketing management.

MACRO-MARKETING:
Macro marketing is a social process that directs
an economy’s flow of goods and services from producers to
consumers in a way that effectively matches supply and demand and
accomplishes the objectives of society. Its the economic system
that determines what and how much is to be produced and
distributed by whom, when and to whom. E.Jerome and William
D.Perreault identified EIGHT universal Macro marketing functions
that make-up the economic process.

1) BUYING: Which refers to the consumers seeking and evaluating

goods and services.

2) SELLING: Which involves promoting the offering.

3) TRANSPORTING: Which refers to the movement of goods from

one place to another.

4) STORING: Which refers holding goods until customer needs

them

5) STANDARDIZATION AND GRADING: This entails storing

products according to size and quality.
6) FINANCING: This delivers the cash and credits.

7) RISK TAKING: This involves bearing the uncertainties that are

part of the marketing process.

8) MARKETING INFORMATION: This refers to the gathering

analysis, and distribution of the data.

DIFFERENCE BETWEEN MICRO AND MACRO MARKETING

MIRCO MARKETING MACROMARKETING

Company’s internal environment Demographic forces

Suppliers Economic forces

Marketing Natural forces

Customers Technological forces

Competitors Political forces

Publics’ Cultural forces

What the marketing concept
is? How it should affect strategy planning in a firm or non profit
organization?

MARKETING CONCEPT:

The marketing concept means that an organization

aims all its efforts at satisfy its customers at a profit. The
marketing concept is simple but very important data. The
marketing concept is not a new idea; it’s been around for a
long time. But some managers show little interest in
customers needs. These managers have a production
orientation, making whatever products are easy to produce
and then trying to sell them. To better understand the
marketing concept, it is worthwhile to put it in perspective
by reviewing other philosophies that once were
predominant. While these alternative concepts prevailed
during different historical time frames, they are not
restricted to those periods and are still practiced by some
firms today.
The marketing concept in non-profit organizations:

The marketing concept is as important for non profit

organizations as it is for business firms. In fact marketing
is applicable to all sorts of public and private non profit
organizations ranging from government agencies, healthcare
organizations, educational institutions, and religious groups
to political parties. As with any business firms, a non-profit
organization needs resources and support to survive and
achieve its objectives.

Some non profit organization faces other

challenges (affects) in organizing to adopt the marketing
concept. Often no one has overall responsibility for
marketing activities. Even when some leaders do the
marketing thinking they may have trouble getting unpaid
volunteers with many interests.
What customer value is? And why it is important to customer
satisfaction?

CUSTOMER SATISFACTION:

Customer value can be well defined

as the difference between what a customer gets from a
product, and what he/she has to give in order to get. A
consumer is likely to be more satisfied when the customer
value is higher; when benefits exceed costs by a larger
margin. A consumer who sees the cost as greater than the
benefits isn’t likely to become a customer.

Some people think that low price

and high customer value is the same thing. But, you can see
that may not be the case at all. To the contrary, a good or a
service that doesn’t meet a consumers needs results in low
customer value, even if the price is very low. Yet, a high
price may be more then acceptable when it obtains the
desired benefits.

CUSTOMER SATISFACTION:

Customer satisfaction can be defined as the

product perceived performance relatives to buyer’s
expectations. It’s a well known fact that no business can
exist without customers. For example in a business of
website design, its important to work closely with your
customers to make sure that the site or system you create
for them is as close to their requirements as you can
manage. Because it’s a critical that you form a close working
relationship with you client. What follows are a selection of
tips that will make your clients feel valued, wanted and
loved.

Customer satisfaction can be applied in seven simple steps:

1- encourage face to face dealings

2-respond to messages promptly

3-be friendly and approachable

4-have a clearly defined customer service policy

5-Pay full attention to details

6-Anticipate your client needs

7-Honor your promises.

The process of building and maintain profitable customer relationship by
delivering superior customer value & satisfaction.

What is Target marketing?

TARGET MARKETING:

A Group of people that has similar wants and needs

and that can be expected to show interest in the same products.
Target marketing is not limited to small market segments. A very
large market even what is sometimes called the “mass market” may
be fairly homogenous, and a target marketer will deliberately aim it.
For example GENERAL MOTORS (GM) offers compact cars, vans,
trucks, luxury cars, and sports cars with various features and at
variable prices and conditions. The market strategy clearly shows
that target marketing can be applied on both high and low level

The basic reason to focus on some specific target

customers is to gain a competitive advantage; by the developing a
more satisfying marketing that might also be more profitable for
the firm.

Target market can be identifying using these four Categories.

1) GEOGARPHICS: The location, size of area, climate zone of

customers.

2) DEMOGRAPHICS: The age, gender, income, family composition

and size, occupation and education of your customer.

3) PSYCHOGRAPHICS: The general personality, behavior, life

style, rate of use and loyalty of your Customers.

4) BEHAVIOUR: The needs they seek to fulfill the level of

knowledge, information sources, attitude, use or response to a
product of your Customer.
REFERENCE:

GRIFFIN,R ; EBERT,R.J (BUSINESS) (6TH EDITION).