Objectives

•History of marketing.

•Define marketing.

• Discuss the importance of marketing.

•Marketing process.

•Describe components of a marketing plan.

• Provide keys marketing concepts.

““Stand out of the crowd”Stand out of the crowd”

Historical background 25 years agooooo Remember !!!!!!!!!!!!!!!!

ChocolateFoodsCars Fashion

What is marketing?

“Identifying and satisfying consumers needs, profitably ”

““Stand out of the crowd”Stand out of the crowd”

““Stand out of the crowd”Stand out of the crowd”

This Is a Need:

Needs - state of felt deprivation including physical, social, and individual needs.

““Stand out of the crowd”Stand out of the crowd”

Needs, Wants, and Demands

Types of Needs

Physical:

Food, clothing, shelter, safety

Social:

Belonging, affection, financial

Spiritual :

( ISLAM)““Stand out of the crowd”Stand out of the crowd”

Needs, Wants, and Demands (contd.)

This Is a Want:Wants - form that a

human need takes, as

shaped by culture and

individual personality.

““Stand out of the crowd”Stand out of the crowd”

Needs, Wants, and Demands (contd.)

“Demand”

Wants Buying Power

““Stand out of the crowd”Stand out of the crowd”

Needs, Wants, and Demands (contd.)

Imagine that you are the principle of a new kinder garden school. Your role is to develop the best way to convey knowledge to children. You must satisfy all needs children have so you can develop a proper educational system.

The future school !

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ConceptIt’s a NEED!Situations?Is it a type of marketing?

ExamplesHow did they succeed?Follow the path, uniquely

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ConceptIt’s getting your messageacross, clearly

Why do we need it?

SET your Objectives…

““Stand out of the crowd”Stand out of the crowd”

““Stand out of the crowd”Stand out of the crowd”

ONE of the most stressful speaking situations!

““Stand out of the crowd”Stand out of the crowd”

GAME

““Stand out of the crowd”Stand out of the crowd”

What’s common?

““Stand out of the crowd”Stand out of the crowd”

EXAMPLES

““Stand out of the crowd”Stand out of the crowd”

Follow the path to your FutureBe yourself

Be positive

Talk with pride

You’re the expert

““Stand out of the crowd”Stand out of the crowd”

After all…Market With Confidence

““Stand out of the crowd”Stand out of the crowd”

Overlapping concepts

The selling concept

The marketing concept

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““Stand out of the crowd”Stand out of the crowd”

Overlapping concepts (contd.)

Latest technology mobile phone( with GPS & GPRS ) :

Business mobile phone :

 

Girlish style mobile phone : Sports + musical mobile phone :

Nokia N95

Nokia 5700 XpressMusicNokia 7373

Nokia E65

““Stand out of the crowd”Stand out of the crowd”

Overlapping concepts (contd.)

• The selling concept:

“Consumers will not buy enough of your product if you leave them alone”

Focus

NOKIA

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Overlapping concepts (contd.)

• The marketing concept:

“Foundation = market = people = needs”

Integrating all the organization’s activities, including promotion, to satisfy these wants.

Focus

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Overlapping concepts (contd.)

It‘s all about MARKETING

•Advertising

•Marketing

•Promotion

•Publicity

•Public Relation (PR)

““Stand out of the crowd”Stand out of the crowd”

Marketing conception focuses on needs and goals rather than products Product Market Oriented Oriented

“ A bottle containing “Obey your thirst” a drink”

“Our product is healthy” “ Fat vs. Thin”

“ Our AC is durable” “ A story”

““Stand out of the crowd”Stand out of the crowd”

Marketing MyopiaSellers pay more

attention to the specific products they offer than to the benefits and experiences produced by the products.

They focus on the “wants” and lose sight of the “needs.”

““Stand out of the crowd”Stand out of the crowd”

A Simple Model of the Marketing Process

Needs , wants , demands

Needs , wants , demands

Marketers and prospects

Marketers and prospects

Capture value from customers

in return

ProductsValue , cost & satisfaction

ProductsValue , cost & satisfaction

MarketsMarkets

Exchange and transaction

Exchange and transaction

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Products (Goods, Services & Ideas) Product: Is anything that can be offered

to satisfy a need or want

Product=Offering=Solution

The Marketing Process(contd.)

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Product as an IdeaProducts do not have to be physical objects.

““Stand out of the crowd”Stand out of the crowd”

The Marketing Process(contd.)

Value and Satisfaction

Expectation

Performance810

Expectation

Performance

108

Overall value = Benefits / costs

The Marketing Process(contd.)

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What is a Market?The set of actual and

potential buyers of a product.

These people share a need or want that can be satisfied through exchange relationships.

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The Marketing Process(contd.)

Industry(sellers)

Market(Buyers)

Communication

Information

Money

Goods and Services

Where is the error ?

Market

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The Marketing Process(contd.)

Marketers and Customers Types

Marketer types: - Creative marketer- Responsive marketer

Customer types:-Potential customer-Actual customer

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The Marketing Process(contd.)

““Stand out of the crowd”Stand out of the crowd”

Defining Target marketNeeds, wants& Demands

Market research

Segmentation Targeting Positioning

Marketing Mix4 Ps

Product Price Promotions Place

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““Stand out of the crowd”Stand out of the crowd”

ReferencesKnowledge Academy, Mini MBA

Marketing CoursePrinciples of Marketing, 10th edition,

Philip Kotler

““Stand out of the crowd”Stand out of the crowd”