This document provides an introduction to marketing concepts. It defines key terms like market, product, marketing, exchange, and the marketing mix. It also summarizes frameworks for segmenting markets, understanding consumer behavior, developing promotional strategies, and analyzing competitors. The objective is to give non-marketing practitioners a better understanding of marketing communications and how to support a business.
Z Score,T Score, Percential Rank and Box Plot Graph
SME marketing & media
1.
2. K.I.S.S.
This program introduces a simplified, straight
forward approach to Marketing & Media.
It is intended as an introductory course for non-
marketing academics and practitioners.
The objective is to give you a better
understanding of marketing communications
and how to use it in supporting your business.
4. 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.
Exchanges: act of obtaining a desired object
from someone by offering something in return
5. What is Marketing?
Marketing is the process of planning and executing
the conception, pricing, promotion, and distribution of
ideas and products to create exchanges that satisfy
individual and organizational objectives.
6. What is a product?
Products – goods, services or idea that
have monetary value.
(satisfy customer needs).
Watch the
product life
cycle; but
more
important,
watch the
market life
cycle.
10. What is Exchange?
When the producer is someone other than
the consumer, some form of exchange
takes place.
An exchange takes place every time
something is sold in the marketplace.
11. What are functions of
marketing?
Activities that work together to get goods and services from
producers to consumers. Each is essential and includes:
• Distribution
• Financing
• Marketing Information Management
• Pricing
• Promotion
• Selling
What is the
difference
between
sales and
marketing?
12. Distribution
Deciding where and to whom products need to be
ready, convenient, and timely available to reach
and to be sold to the final users.
14. Marketing Information
Management
Getting information to make sound business
decisions. Usually obtained through marketing
research.
“Marketing is becoming a battle based more on
information than on sales power.”
“A man’s decisions are only as accurate as his
information”
18. DMP – Decision Making
Process
Initiator
Influencer
Decider
Buyer
User
Most
advertisers do
not take this
into
consideration
19. Stages of the Buying
Decision Process
Problem Recognition
Information Search
Evaluation of Alternatives
Purchase Decision
Post purchase Behavior
It is important
to advertise ;)
Personal sources
Commercial sources
Public sources
Experiential sources
20. Marketing
Everything it takes from the creation of the product
or service to the final sale and the
Includes market
research,
product and
positioning
strategy, pricing,
packaging,
distribution,
promotion, sales,
etc.
24. Promotion Mix
Levitt found that:
• Corporate advertising that
can build up the company’s
reputation will help the sales
Representatives.
• Sales representatives from
well-known firms have an
edge, but a highly effective
presentation from a lesser
known company’s rep can
overcome that edge.
• Company reputation helps
most when the product is
complex.
26. Developing & managing
an advertising program
Mission
Sales goals.
Advertising objectives.
Money
Stage in PLC.
Market share & consumer base.
Competition &clutter.
Advertising frequency.
Product substitutability.
Message
Message generation.
Message evaluation & selection.
Message execution.
Social responsibility review.
Media
Reach, Frequency, Impact.
Major media types.
Specific media vehicles.
Media timing.
Geographical media allocation.
Measurement
Communication impact.
Sales impact.
27. Steps in developing
effective communication
Identify target audience
Determine objectives
Design message
Select Channel
Establish budget
Decide on media mix
Measure results
Manage integrated
marketing communications
29. Marketing
Is
Knowing
The purpose of marketing research
is to find out who wants or needs
your product and under what
conditions will they buy it.
Then marketing strategy can be formulated to
meet the needs of the target market.
30. Market Segmentation &
Target Marketing
Market Segmentation:
Divide the market into segments of customers.
• Geographic segmentation.
• Demographic segmentation.
• Psychographic segmentation.
Target Marketing:
Select the segment to cultivate.
32. Influencing Buying
Behavior
Ernest Dichter’s research found:
Consumers resist prunes because prunes are wrinkled looking
and remind people of old age.
Men smoke cigars as an adult version of thumb sucking.
Women prefer vegetable shortening to animal fats because the
latter arouse a sense of guilt over killing animals.
Women don’t trust cake mixes unless they require adding an
egg, because this helps them feel they are giving “birth.”
33. Maslow’s hierarchy of
needs
1
2
3
4
5
1
2
3
4
5
Self-actualization needs
Self-development and realization
Esteem needs
Self-esteem, recognition, status
Social needs
Sense of belonging, love
Safety needs
Security, protection
Physiological needs
Food, water, shelter
34. • POPULATION: 3.1 MLN
• CAPITAL: MUSCAT
• BORDERS: THE UNITED ARAB EMIRATES
- NORTHWEST SAUDI ARABIA - WEST
YEMEN - SOUTHWEST
• ECONOMY: MIDDLE-
INCOME DEPENDENT
ON OIL RESOURCES
FOCUSED ON - INDUSTRIALIZATION, PRIVATIZATION &
DIVERSIFICATION.
• AIMING SOCIAL WELFARE BENEFITS.
Oman Media Scene
35. • TV is leading with highest reach, followed by
Internet.
• Internet reach is growing really fast.
• Oman has low print & radio reach.
• Oman TV, Al Jazeera & MBC 1 are the top TV
channels.
• Oman radio Shabab leads among radio
stations.
• Al Watan & Zahrat al Khaleej have the highest
readership.
Conclusion
37. Poor firms ignore their competitors;
average firms copy their
competitors; winning firms lead their
competitors.
38. 5 tips on building brands
1. Have a clear PRODUCT FOCUS.
2. Make it different & MEANINGFUL.
3. Invest in COMMUNICATION.
4. Innovate CONSTANTLY.
5. Stay in touch with CUSTOMERS & STAFF.
39. Welcome to WWW
1. Facebook business page.
2. Twitter.
3. Instagram.
4. Website.
5. Blog.
40. USP - four major
positioning errors
1. Under positioning.
2. Over positioning.
3. Confused positioning.
4. Doubtful positioning.
44. “It is more important to
do what is strategically
right than what is
Immediately profitable.”
45. He who excels at resolving
difficulties does so before they arise.
He who excels in conquering his
enemies triumphs before threats
materialize - Sun Tzu, The Art of War
Your introductory or title slide should convey the overall “feeling” and focus of your presentation. For instance, I typically present about small-business trends, new business ideas, growth opportunities or other positive trends. In this sample presentation, I’m talking about new business ideas, so I used a sun graphic in this slide template to convey a positive feeling. Personalize this slide template with your company’s logo. To add a logo to all slides, place it on the Slide Master. To access the Slide Master, on the Themes tab of the Ribbon, click Edit Master and then click Slide Master.Disclaimer: You understand that Microsoft does not endorse or control the content provided in the following presentation. Microsoft provides this content to you for informational purposes only; it is not intended to be relied upon as business or financial advice. Microsoft does not guarantee or otherwise warrant the accuracy or validity of this information and encourages you to consult with a business or financial professional as appropriate.RIEVA LESONSKY Founder and President, GrowBiz Media RievaLesonsky is founder and president of GrowBiz Media, a content and consulting company specializing in covering small businesses and entrepreneurship. A nationally known speaker and authority on entrepreneurship, Lesonsky has been covering America’s entrepreneurs for nearly 30 years. Before co-founding GrowBiz Media, Lesonsky was Editorial Director of Entrepreneur Magazine.
I like to speak spontaneously, so I use PowerPoint as an outline to keep me on track. It’s best to keep your PowerPoint text brief, simply reinforcing key points you will talk about at more length. You can use this slide template to convey a series of steps or related points in a short format.
Your introductory or title slide should convey the overall “feeling” and focus of your presentation. For instance, I typically present about small-business trends, new business ideas, growth opportunities or other positive trends. In this sample presentation, I’m talking about new business ideas, so I used a sun graphic in this slide template to convey a positive feeling. Personalize this slide template with your company’s logo. To add a logo to all slides, place it on the Slide Master. To access the Slide Master, on the Themes tab of the Ribbon, click Edit Master and then click Slide Master.Disclaimer: You understand that Microsoft does not endorse or control the content provided in the following presentation. Microsoft provides this content to you for informational purposes only; it is not intended to be relied upon as business or financial advice. Microsoft does not guarantee or otherwise warrant the accuracy or validity of this information and encourages you to consult with a business or financial professional as appropriate.RIEVA LESONSKY Founder and President, GrowBiz Media RievaLesonsky is founder and president of GrowBiz Media, a content and consulting company specializing in covering small businesses and entrepreneurship. A nationally known speaker and authority on entrepreneurship, Lesonsky has been covering America’s entrepreneurs for nearly 30 years. Before co-founding GrowBiz Media, Lesonsky was Editorial Director of Entrepreneur Magazine.
