marketing
DESCRIPTION
تعاول نهد شويه مفاهيم مش مظبوطه عن التسويقTRANSCRIPT
Marketing Abdel khalek Mamdouh Abdel aziz
ايه بقي
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Outline
• What is Marketing?
• What is the different between Marketing & Sales &
Adv.?
• Need & Want & Demand.
• What is Marketing process?
• Marketing Research
• Marketing Strategy
• Marketing Mix
• Customer Relationship Management
What is Marketing ?
What is Marketing ?
• Meeting the needs of your customer at a profit
What is the different between Marketing & Sales?
Sales
Marketing
EndsMeansFocusStartingPoint
Profit through sales volume
Selling & Promotion
Existing products
Factory
EndsMeansFocusStartingPoint
Profit through customer satisfaction
Integratedmarketing
Customers need
Market
What is the different between Marketing & Adv.?
• Advertisements are part of “Promotion Mix”
• Promotion Mix is a part of “Promotion”
• Promotion is a part of “Marketing Mix”
• Marketing Mix is a part of “Marketing Process”
So Adv. is part form part from part from part of
marketing
Need & Want & Demand
Need• States of felt deprivation
Want• The form human need takes as they are shaped by
culture and individual personality
Demand• Human Wants that are backed by buying power
So can we Create Need ?
Maslow
Marketing Process
Feedback
Marketing Research • What is Marketing Research ?
• What is types of data ?
• What is the main type of Marketing Research?
What is Marketing Research ?
• Marketing research is the function that links the
consumer, customer, and public to the marketer
through information--information used to identify
and define marketing opportunities and problems;
generate, refine, and evaluate marketing actions;
monitor marketing performance; and improve understanding of marketing as a process.
Con.
Marketing research specifies the information required
to address these issues, designs the method for
collecting information, manages and implements the
data collection process, analyzes the results, and communicates the findings and their implications.
What is types of data ?
Primary
Data
•Collect for first time
•High cost
Secondary
Data
•Collect by some one before
•Low cost
What is the main type of Marketing Research?
• Survey
• Focus Groups
• Observation
• Online Marketing Research
• Online Focus Group
• Sampling
Marketing Strategy (STP)• S = Segmentation
• T= Targeting
• P= Position
Segmentation Definition:
“ Dividing a market into different groups
with similar needs, characteristics, or
behaviors”
Segmentation
Geographic Demographic Psychographic Behavioral
•Country
•City
•Climate
•Density
•Region
•Age
•Nationality
•Religion
•Occupation
•Gender
•Social Class
•Lifestyle
•Personality
•Occasions
•Attitude toward product
•Loyalty status
•Usage rate
•User status
Targeting
Definition:
• “The process of evaluating each market segment’s
attractiveness and selecting one or more segment
to enter.”
TargetingM1 M2 M3
Single segment
Concentration
M1 M2 M3
P1
P2
P3
Selective
Specialization
M1 M2 M3
P1
P2
P3
Product
Specialization
M1 M2 M3
P1
P2
P3
Market
Specialization
M1 M2 M3
P1
P2
P3
Full Market
Coverage
P1
P2
P3
Position• Definition:-
• The place the product occupies in
consumers’ minds relative to
competing products.”
Examples
Marketing Mix
4 C’s4 P’s
Customer ValueProduct
CostPrice
ConveniencePlace
Communication Promotion
Product / Customer Value
• Means the goods and services combination the company offers
to the target market
Product Levels
Product life Cycle
Price / Cost
• “The amount of money charged for a product or service.”
Prancing Strategies • Penetration Pricing (kolo bta3 kolo)
• Market Skimming (el keraza)
• Psychological Pricing
• Competition Pricing
• Cost +
Place/ Convenience• Definition:
The place is where you can expect to find your
customer and consequently, where the sale is
realized. Knowing this place, you have to look for a
distribution channel in order to reach your customer.
Distribution Channels
B2B
B2C
Important Question ?
Why Place not Distribution ?
Promotion / Communication
Promotion
• Promotions refer to the entire set of activities, which
communicate the product, brand or service to the
user. The idea is to make people aware, attract and
induce to buy the product, in preference over
others.
Promotion Mix
Customer Relationship Management
• How to keep your customer loyal for you brand and your company
