MARKETING:

According to a social definition, Marketing is a societal process by which

individualsand groups obtain what they need and want through creating,
offering, andexchangingproducts and services of value freely with
others.As a managerial definition, marketing has often been described as
“the art of selling products.”

MARKETING MANAGEMENT:
Marketing Management is the process of planning and executing
theconception,pricing, promotion, and distribution of ideas, goods, and
services to create exchangesthat satisfy individual and organizational
goals.

Coping with exchange processes—part of this definition—calls for a

considerableamount of work and skill. We see marketing management as
the art and scienceof applying core marketing concepts to choose target
markets and get, keep, andgrowcustomers through creating, delivering,
and communicating superior customer value.

THE SCOPE OF MARKETING:

Some of the most important scope of marketing are as follows:

1. Goods

2. Services

3. Events

4. Experiences

5. Persons

6. Places

7. Properties

8. Organizations
9. Information

10. Idea

The scope of marketing deals with the question, ‘what is marketed?’

According to Kotler, marketing people are involved with ten types of
entities.

1. GOODS:
Physical goods constitute the bulk of most countries’ production and
marketing effort. The United States produces and markets billions of
physical goods, from eggs to steel to hair dryers. In developing nations,
goods—particularly food, commodities, clothing, and housing—are the
mainstay of the economy.

Local Example:
·0 Haier Pakistan
Haier Pakistan is a consumer electronics and home appliances company
in Pakistan.

It is one of the largest companies in Pakistan's home appliances market, in

terms of sales and revenues generated. Common appliances produced by
the group include refrigerators, air conditioning units, washing machines,
kitchen appliances, and handsets and then marketed their products for the
customers.
 ·1 Gul Ahmed Textile Mills
Ideas by Gul Ahmed is the retail venture of Gul Ahmed Textile Mills
Limited. Considering the growing trend towards the retail industry in
Pakistan, as well as the increase in cotton prices and the need to focus
more on value-added products, the company decided to diversify into the
country's retail sector in 2003. Ideas offers a range of home textiles and
furnishings for the bedroom, kitchen and bathroom, as well as men's and
women's apparel. It also provides in-house monogramming, embroidery
and tailor-made services.

International Examples:
·2 Procter & Gamble (P&G)
Procter and Gamble is a global company that provides consumer products
in the areas of pharmaceuticals, cleaning supplies, personal care, and pet
supplies.This description however becomes increasingly simplistic the
more one looks into the size of P&G as well as the scope of their
operations. Is made up of over 300 brand names including Bounty, Gillette,
Old Spice, Ivory, Pringles, Tide and Pampers and currently owns 22
brands that have more than $1 Billion in annual net sales.
 ·3 Unilever
Unilever is a multinational corporation selling consumer goods including
foods, beverages, cleaning agents and personal care products. Unilever is
a dual-listed company consisting of Unilever NV in Rotterdam and Unilever
PLC in London.
Unilever owns more than 400 brands including 11 "billion-dollar brands",
which each achieve annual sales in excess of €1 billion.

2. SERVICES:
As economies advance, a large proportion of their activities is focused on
the production of services. The U.S. economy today consists of a 70–30
services-to-goods mix. Services include airlines, hotels, and maintenance
and repair people, as well as professionals such as accountants,
lawyers,engineers, and doctors, beauticians, software programmers,
management consultants, and so on. Many market offerings consist of a
mix of goods and services.

Local Examples:
·4 Shaheen Air
Shaheen Air is a private Pakistani airline with its head office in Jinnah
International Airport in Karachi. Shaheen Air provides passenger, cargo
and charter services, to major cities in Pakistan and the Middle East.
The airline focuses on cities in northern Pakistan, rather than Karachi. The
airline's primary hub is Karachi's Jinnah International Airport, with
secondary hubs at Benazir Bhutto International Airport in Islamabad and at
Allama Iqbal International Airport in Lahore.

·5 Imtiaz Super Market:

Imtiaz Super Market is a Pakistani retailing store corporation that operates
as a chain of supermarkets, discount department stores, and convenience
stores. It is based in Karachi, Pakistan. Imtiaz Super Market established in
Karachi, Gujranwala and Faisalabad in Misaq ul mall near Nishatabad.
It is estimated that its yearly turnover is from Rs 40 billion to Rs 60 billion.
International Examples:
·6 United Parcel Services (UPS)
United Parcel Service (UPS) is an American multinational package
delivery company and a provider of supply chain management solutions.
The global logistics company is headquartered in the U.S. city of Sandy
Springs, Georgia, which is a part of the Greater Atlanta metropolitan
area.UPS also operates UPS Airlines.

·7 DHL Express
DHL Express is a division of the German logistics company Deutsche Post
DHL providing international courier, parcel and express mail services.
Deutsche Post DHL is the world's largest logistics company operating
around the world, particularly in sea and air mail.

3. EVENTS:
Marketers promote events. Events can be trade shows, company
anniversaries, entertainment award shows, local festivals, health camps,
and so on. For example, global sporting events such as the Olympics or
Common Wealth Games are promoted aggressively to both companies
and fans.

Local Examples:
·8 Habib Bank Limited (HBL)
HBL, Pakistan’s largest bank, joined hands with Pakistan Super League
(PSL) as the tournament’s title sponsor of the inaugural event to be held in
the UAE in February next year. The league will now officially be known as
HBL Pakistan Super League as announced at a press conference by PCB
chairman Najam Sethi.
 ·9 Qmobile
Pakistan’s biggest bridal extravaganza QMobile HUM Bridal Couture Week
2017 styled by Sweet Touch, by HUM Network Limited in collaboration
with QMobile, Pakistan’s leading Smartphone Company, concluded on a
high note on Sunday, 2nd April, 2017 in Karachi.

International Examples:
·10 Vivo Mobiles
Mobile manufacturers VIVO retained the Indian Premier League's title
sponsorship for the next five years with a whopping Rs 2199 crore bid, a
mammoth 554 per cent more than the previous contract.
"The premium global smartphone manufacturer bid Rs 2199 crores, which
is a 554 per cent increase over the previous contract. In the upcoming five
IPL seasons (2018 - 2022), Vivo and IPL will have extensive cooperation
in terms of sports events, on-ground activations and marketing
campaigns,"

·11 Samsung
Starting with the Olympic Winter Games PyeongChang 2018, Samsung
will expand to the Wireless Communication and Computing Equipment
category, widening the product category from smartphones to other IT
products including tablets, laptops, personal computers, and printers, to
further enhance its commitment to the Olympic Movement.

4. EXPERIENCES:
Marketers create experiences by offering a mix of both goods and
services. A product is promoted not only by communicating features but
also by giving unique and interesting experiences to customers.By
orchestrating several services and goods, one can create, stage,and
market experiences.

Local Examples:
·12 Pak Suzuki
Pak Suzuki’s Cultus 2017 comes with a host of security features that make
it among the safest locally manufactured cars in Pakistan. In a first for local
assembled cars, it comes with Dual Front SRS Airbags and Anti-Lock
Braking System.
Standard safety features like seat belts, child locks, etc. are also available.
Pak Suzuki made sure to employ the latest car security features in the
industry, therefore, the new Cultus also brings keyless entry with
immobilizer feature. This new option is available across both Cultus
variants.

·13 Bahria Town

Bahia town has just announced Bahria sports city in Karachi.This project
has a plan to build an International cricket stadium like Dubai Cricket
stadium accompanied by an A class gymnasium , swimming pool & a 7
star Hotel next to the stadium.
The idea is to revive international cricket in pakistan and to provide a safe
well equipped facility to international teams.It was very much needed and
PCB could not afford it. The customer or residents of bahria town are
happy with this announcement because they are getting something extra
without charging a single penny from their customers.

International Examples:
·14 Tesla
Model S sets an industry standard for performance and safety. Tesla’s all-
electric powertrain delivers unparalleled performance in all weather
conditions—with Dual Motor All-Wheel Drive, ludicrous acceleration and
the highest safety rating of any car ever tested.
Model S can get you anywhere you want to go—with industry-leading
range and convenient charging options, all over the world.
Model S achieved the highest safety rating of any car ever tested, and set
a record for the lowest probability of occupant injury—from front, side, rear
and rollover accidents
 ·15 Burj Al Arab Hotel
Burj Al Arab Terrace is a remarkable, one-of-a-kind outdoor restaurant,
pool, beach and cabana space, created as an extension for the Burj Al
Arab, one of the world’s most iconic hotels.
Kudos was responsible for the interior design and material specification,
both indoor and outdoor, as well as the resort’s layout, floor plans, furniture
and lighting design.

5. PERSONS:
Celebrity marketing is a major business. Today many film stars have
agents, personal managers and use the services of Public relations
agencies. Many leading sports personalities use the service of
professional sports marketing agencies to get endorsement contracts and
to advice them on personal brand building.

Local Examples:
·16 Ufone
Wasim Akram is a world famous celebrity and is one of the greatest heroes
of Pakistan. He started his career as a fast bowler; then he went on to
become a commentator, a recognized coach at country’s premier National
Cricket Academy and last but not the least a successful television anchor.
Akbar Khan Chief Marketing Officer at Ufone said, ‘Seeing Wasim Akram
return to Ufone is indeed a pleasure and privilege’. ‘We are pleased to
have a celebrity with such a diverse profile associated with Ufone and we
are proud to call Wasim one of our own’, he added.

·17 Qmobile
Pakistani cricket icon and all-rounder Shahid Khan Afridi is the new brand
ambassador for QMobile.
QMobile claims to be the the most popular cell phone brand in Pakistan.
The Chairman and CEO of QMobile Zeeshan Akhtar told that recipe for
their success is in the fact that they have always been able to provide the
masses with the latest technology along with their satisfactory client
services.

International Examples:
·18 Dubai Tourism
Superstar Shah Rukh Khan has partnered with Dubai Tourism to promote
the city through a series of short films.
Showcasing Dubai through his eyes, the project aims to appeal to the 51-
year-old actor’s fans across the globe, giving them the opportunity to
explore the city and its many offerings.
“We are delighted to partner with Shah Rukh Khan for this special project,
which highlights Dubai’s diverse offerings that cater to every type of
traveler. We look forward to exploring Shah Rukh’s strong connection with
Dubai, and sharing his unique experience with a global audience,” Issam
Kazim, CEO, Dubai Corporation for Tourism and Commerce Marketing
said.
 ·19 Montblanc
AB de Villiers, has been announced as Montblanc’s new brand
ambassador, representing the luxury Maison in South Africa and India .
He will be the face of Montblanc across all categories including watches,
writing instruments, men’s accessories and leather goods.
“We are delighted to welcome AB de Villiers to the Montblanc family as our
new ambassador. He is one of the most exciting athletes competing in the
world today,” says Jérôme Lambert, Montblanc CEO.
6. PLACES:
Cities, states, regions, and countries compete to attract tourists. Today,
states and countries are also marketing places to factories, companies,
new residents, real estate agents, banks and business associations. Place
marketers are largely real estate agents and builders. They are using
mega events and exhibitions to market places. The tourism ministry is also
aggressively promoting tourist spots locally and globally.

Local Examples:
·20 Dawn Education Expo
DAWN Education Expo is Pakistan's most credible and trustworthy higher
education platform. For over a decade, the Expo has served as a unique
platform to link prestigious local and foreign higher education institutes
with the best of Pakistan's university and college going students.
It provides representatives from international and Pakistani colleges,
universities and institutes of higher education with a unique opportunity to
interact with (and even enrol) Pakistan's high achieving college and
university bound students.
 ·21 Real Estate Expo
The first ever two-days Real Estate Expo 2018 & Award Show, Karachi’s
biggest property event for local realtors, builders & developers and related
professionals, is announced by renowned realtor group Pak Real Estate
Group in collaboration with the Defence Clifton Association of Real Estate
Agents (DEFCLAREA) & Defence Society Residents Association (DSRA).
The event promises a one of its kind promotional experience to the real
estate sector of Pakistan, particularly Karachi. Event Director, Mr. Ahmed
Zahid commented; “Real Estate Expo 2018 & Award Show” will be the
biggest exhibition & promotional event for the real estate community of
Karachi. We are confident that the event will be a trend setter as we have
gone above and beyond to add value for all participants and exhibitors”.
International Examples:
·22 International Sports Exhibition
The International SPORT Exhibition is the largest exhibition of the Russian
sports industry to promote a healthy lifestyle among the Russian
population. The SPORT exhibition promotes a cooperation between
Russian and foreign sports industry companies, sport federations, clubs,
sport committees, and sport schools.
The International SPORT Exhibition has proved itself as a unique
professional platform for the discussion of the development programs of
the Russian sports industry, uniting domestic and foreign manufactures of
sports goods and services, as well as representatives of the business
community and governmental organizations in the field of sport.
 ·23 Malaysia International Technology Expo
Since its beginnings in 2001, the Malaysia Technology Expo (MTE) has
grown to become one of the region’s most recognized international
invention fairs. MTE 2018 is the 17th edition of this prestigious event, and
is expected to welcome 500+ exhibits in 2018.
In view of the overwhelming response received in 2017, MTE 2018
promises to be one of Asia’s most prominent invention and innovation fairs
attracting an estimated 8,000 visitors and 150 exhibitors in one venue.

7. PROPERTIES:
Properties can be categorized as real properties or financial properties.
Real property is the ownership of real estates, whereas financial property
relates to stocks and bonds. Properties are bought and sold through
marketing.
Marketing enhances the need of ownership and creates possession utility.
With improving income levels in the economy, people are seeking better
ways of saving money. Financial and real property marketing need to build
trust and confidence at higher levels.

Local Examples:
·24 DHA City
DHA City Karachi (DCK) is a unique residential-cum-commercial project
which is being speedily developed in accordance with the contemporary
engineering and architectural practices. DCK has been superbly planned
with a visionary approach to make it a resident friendly city in terms of
provision of healthcare, education, family entertainment and access
friendly facilities. Horticultural component has been imaginatively
incorporated to make DCK a green and healthy city.
DHA City open its premises for their customer to visit and make a decision
about the grand project.

·25 New Lahore City

The philosophy of New Lahore City is simple; to provide world-class
residential facilities coupled with state-of-the-art amenities in a safe and
friendly environment. The aim is to establish a city that is self-sufficient and
offers everyone a chance to own property, whether commercial or
residential which is affordable without any compromise on quality New
Lahore City is a new age concept in the housing sector and is backed by
the biggest construction conglomerates of Pakistan namely, Rafi Group &
Zaitoon Group.With 120 large projects under their belt, Rafi Group &
Zaitoon Group have now introduced Lahor's single biggest construction
project.
International Examples:
·26 Handsome Properties International
The international division of Handsome Properties, Inc. offers clients the
opportunity to make their dreams of buying and renting abroad come true.
Whether the goal is owning a piece of investment property or renting an
apartment for a weeks’ getaway, Handsome Properties International has
the inventory and the knowledge to make it happen.
We consider ourselves lucky to represent so many truly extraordinary
properties each with its own amazing history. Michelangelo’s Tuscan Villa
is a perfect example of just that
 ·27 Emaar Properrties
Emaar Properties is a real estate development company located in the
United Arab Emirates (UAE). It is a public joint-stock company and is listed
on the Dubai Financial Market as DFM: EMAAR. The company operates
internationally providing property development and management services.
With six business segments and 60 active companies, Emaar has
collective presence in 36 markets across the Middle East, North Africa,
Pan-Asia, Europe and North America. Emaar Properties Dubai is one of
the largest real estate developers in the UAE and is known for various
large-scale projects such as developing Burj Khalifa, the tallest building in
the world.
8. ORGANIZATIONS:
Organizations actively work to build image in the minds of their target
public. The PR department plays an active role in marketing an
organization’s image. Marketers of the services need to build the corporate
image, as exchange of services does not result in the ownership of
anything. The organization’s goodwill promotes trust and reliability. The
organization’s image also helps the companies in the smooth introduction
of new products.
They build a strong, unique and favorable image in the minds of their
target public. Example: Initiatives on health,education, women
empowerment, poverty alleviation,as their corporate social responsibility.

Local Example:
·28 PTCL
Pakistan Telecommunication Company Limited (PTCL), largest ICT
services provider of the country, launched an online education program
‘Illuminating Learning Movement (ILM)’ aimed at providing customized and
interactive e-learning solutions to underprivileged students.
This initiative by PTCL is in alignment with the Prime Ministers’ Youth
Development Program, enabling youth and marginalized communities to
get e-learning education opportunities, resulting in employment and
economic empowermen

·29 Ufone
Ufone, an Etisalat group company, has collaborated with Buksh
Foundation, a microfinance organization, to bring convenience through
electricity by becoming a part of thelatter’s ‘Lighting a Million Lives’
campaign. The pilot project has been initiated in two villages in Chiniot and
through this campaign Ufone intends to facilitate the access and use of
solar lighting devices among Pakistan’s rural communities as part of its
CSR program.
International Examples:
·30 Patanjali
By CSR, the profit earned by the company goes to large no.of social
projects undertaken by it.
Like, they have adopted some 40–50 kids who have lost their loved ones
during kedarnath flood in 2013. They are providing free accomodation,
free food, free education and supporting them in every possible way.
Similarly, they are doing the same for such kids affected during Nepal
Earthquake in 2015.
 ·31 Samsung
Samsung SMART School addresses an important gap in the global
education by improving educational environment for students residing in
disadvantaged areas. In 2015 alone 224,753 students attended Samsung
SMART School.
Samsung Solve for Tomorrow is a program that aims to tackle important
social issues. The program engages students and non-profit organizations
to identify the most pressing social problems and to find and to implement
solutions to these problems
9. INFORMATION:
Information can be produced and marketed as a product. Educational
institutions, encyclopedias, non-fiction books, specialized magazines and
newspapers market information. The production, packaging, and
distribution of information is a major industry. Media revolution and
increased literacy levels have widened the scope of information marketing.

Local Examples:
·32 DAWN Newspaper
DAWN is Pakistan's oldest, leading and most widely read English-
language newspaper. One of the country's three largest English-language
dailies, it is the flagship of the Dawn Group of Newspapers, published by
Pakistan Herald Publications.
The newspaper has offices in Karachi (Sindh), Lahore (Punjab), and the
federal capital Islamabad, and representatives abroad

·33 The Daily Jang

is an Urdu newspaper based in Karachi, Pakistan. It is the oldest
newspaper of Pakistan in continuous publication since its foundation in
1939. Its current Group Chief Executive & Editor-in-Chief is Mir Shakil-ur-
Rahman.
The Daily Jang is published by the Jang Group of Newspapers. The
group's flagship Daily Jang is Pakistan's national Urdu daily newspaper.

International Examples:
·34 Forbes Magazine
Forbes is an American business magazine. Published bi-weekly, it features
original articles on finance, industry, investing, and marketing topics.
Forbes also reports on related subjects such as technology,
communications, science, politics, and law. Its headquarters is located in
Jersey City, New Jersey. Primary competitors in the national business
magazine category include Fortune and Bloomberg Businessweek. The
magazine is well known for its lists and rankings, including of the richest
Americans.
 ·35 Filmfare Megazine
Filmfare is an English-language, tabloid-sized magazine about Hindi-
language cinema, popularly known as Bollywood. Established in 1952, the
magazine is published by Worldwide Media, a subsidiary of The Times
Group, India's largest media services conglomerate. Filmfare is one of the
most popular entertainment magazine in India.[citation needed] Since
1954, it gives popular film awards the annual Filmfare Awards, Filmfare
Awards South and Filmfare Awards East.
10. IDEAS:
Every market offering includes a basic idea. Products and services are
used as platforms for delivering some idea or benefit. Social marketers
widely promote ideas. Maruti Udyog Limited promoted safe driving habits,
need to wear seat belts, need to prohibit children from sitting near the
driver’s seat, and so on.

Local Examples:
·36 Pfizer Pakistan
Pfizer Pakistan Limited as introduced an awareness campaign against
pneumonia in an effort to educate the masses about the hazards of
pneumonia and pneumococcal infections.
According to a company press release, the campaign covers various
facets, including prevention through vaccination in adults above the age of
50 as well as children less than five years of age. The campaign will also
highlight the importance of vaccination against the disease during Hajj and
Umrah.
 ·37 Provincial Government
Plastic pollution and subsequent environmental damage is a major
challenge to Pakistan. Plastic can persist in the environment for several
hundred years and the waste poses serious environmental hazards and
health problems in humans as well as in animals.
D2w-Pakistan in collaboration with University of the Punjab College of
Earth & Environmental Sciences (CEES) has launched a massive
awareness campaign “Say No to Plastic Pollution” on November 6, 2017.
The objective of the campaign is to create awareness in community
against plastic pollution and to propagate eco-friendly solutions for long-
term use. The launching ceremony was attended by Provincial Minister for
Environment protection Zakia Shah Nawaz.
International Examples:
·38 PepsiCo
PepsiCo launched a campaign to raise awareness about Hepatitis C. In its
first phase all PepsiCo employees will be tested and given key information
about Hepatitis. The initiative is launched in collaboration with Ferozsons
Laboratories Limited. The kickoff session held at the PepsiCo Head Office
discussed messages around disease awareness and prevention, with a
presentation by a leading hepatologist. After the awareness session,
information about the disease was distributed, followed by on-spot
screening for Hepatitis C for all associates.
 ·39 Albayrak
Turkish company Albayrak team organized an awareness activity to
advocate sanitation and to sensitize the residents of UC-20, Asghar Mall
Scheme regularly maintaining cleanliness in their surroundings, and to
cooperate with sanitary workers.
The company representatives told, the basic purpose of this camp activity
was to convey the objective of Albayrak Solid Waste Management
Company to general public about ethics of cleanliness and to ensure that
people of Asghar Mall Scheme should be well aware of the new and
efficient system of cleanliness introduced by Turkish Multinational
Company Albayrak & Rawalpindi Waste Management Company (RWMC).
“Cleanliness is stepping stone to success.” Let’s be a team and
make this society clean and green with Albayrak