Instructed on: 28-Oct-2011 | Session: #01 By: Tasneem Hatem Topic Code: MRV-01-2012 All Copy Rights Saved to the 7 th Students’ Conference on Communication and Information Based in the Faculty of Computers and Information Cairo University – Egypt 2011/ 2012 www.scci-cu.com
MarketingMarketing is the process by which companies create value for customers and build strong customer relationships in order to capture value from customers in return (P. Kotler)
Customer Needs Wants Demands
How can marketing serve the demands?
Describe your product or service topotential buyers using a variety oftechniques.
Establish your brand and any philosophyor values associated with it.
Explain what needs are being met withyour product.
Develop relationships with possiblepartners.
Explain to potential buyers and partnershow to purchase your product/service.
Describe how your product/service isdifferent than others on the market andwho the ideal audience is for yourproducts.
Advertise your products/services todifferent and various audiences.
Develop pricing strategies for individualbuyers or market segments.
1) Market Analysis
a) Market position
b) Market Objectives
c) Market segments
d) Which segment?
e) Market structure
2) Marketing mix
a) Price Premium Pricing ,, (Luxuries such as Princess Cruises , Savory hotel rooms and , Concorde flights) Penetration Pricing Economy Pricing ,, (Supermarkets often have economy brands for soups , spaghetti and rice ) Price Skimming
b) place- Selection consideration Market segment Changes during the product life cycle Producer - distributor fit - Is there a match between their polices, strategies, image, and yours? How much training and support will your distributor require?
d) Promotion Personal Selling. Sales Promotion. Public Relations. Direct Mail. Exhibitions. Advertising. Sponsorship
RECAP 1) What is Marketing? 2) How can marketing serve the demands of the customer? 3) Successful Marketing Campaign. Market Analysis - Market position - Market objectives - Market segments - Which segments - Market structure
RECAP Marketing Mix - Price - Place - Product - Promotion - People - Process - Physical Evidence
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Special thanks to.. Habiba Ashraf Ali Thanna Mohamed Hassan