Marketing Diploma   DR.ELSAYED NASSER
Marketing Skills            •18 Years Experience in Pharmaceutical industry ,                Management, Marketing and Sal...
Marketing Course•   Marketing Definitions                                                      ••   Marketing evolution   ...
Marketing Course•   Marketing & Advertising & Selling                                                             ••   Fac...
Marketing Course   Analyze Why People Buy ?                   •   SWOT analysis                              •   Porter’s ...
PROFITABILITY  The ultimate purpose of the marketing concept is  to help organizations achieve their objective. Traditiona...
Invest in Your Customers Customers are a company’s most valuable assets   2/3 of customers                          It is ...
•            Customer are always right         Customer’s the King                                                        ...
Marketing Diploma   DR.ELSAYED NASSER
The 4 Elements                    Finance       Production                     25%              25%                     Hu...
Evolving Views of Marketing’s Role                                                     Finance                            ...
Finance                      The                    Marketing                      Mix                         CMarketing ...
MONEY,HUMAN RESOURCE                           Competitors  PRODUCTION Marketing Diploma   DR.ELSAYED NASSER
MARKETINGMarketing Diploma    DR.ELSAYED NASSER
Competitive Advantage of 4 Psof the Marketing Mix                    Product           Place                              ...
Marketing Diploma   DR.ELSAYED NASSER
1-Marketing outlines                     Marketing Evolution                     Facts about marketing                    ...
Three Marketing Concepts• Product approach                       1850- 1900• Selling approach                       1900...
Selling Approach 1900 – 1950  • Focuses on selling                       o  • Assumes that a good                         ...
Customer Approach 1950-2011                                                 • Focuses on fulfilling    customers’ needs  ...
Marketing Diploma   DR.ELSAYED NASSER
1-Marketing outlines                     Marketing Evolution                     Facts about marketing                    ...
Facts About Marketing Job1.  Old & honorable Profession2.  Everybody Is A Marketer3.  Difficult( complex, More customer wa...
Top                                  Management                    Market                                  supervisor     ...
What is Marketing?American Marketing AssociationDefinitionMarketing is the process of planning andexecuting the production...
Marketing Diploma   DR.ELSAYED NASSER
Definitions of Marketing‘Marketing is the management process that identifies, and satisfies customer requirements profitab...
Marketing Diploma   DR.ELSAYED NASSER
Marketing Diploma   DR.ELSAYED NASSER
Marketing Diploma   DR.ELSAYED NASSER
The             Marketing Concept:  Satisfy customer needs and wants                         AND                    Make a...
‘The Right Product, inthe Right Place, at the  Right Time, and at    the Right Price’Marketing Diploma   DR.ELSAYED NASSER
The 1st Definition of Jerome McCarthyin 1950 ( 4Ps of Marketing Mix)                      Product         Price           ...
Product• A product is any offering catered to satisfy  needs and wants.( Goods, Services, Ideas )• A brand is when the pro...
Product1.Goods2.Services3.IdeaMarketing Diploma   DR.ELSAYED NASSER
Difference between physical goods and servicesPhysical goods                     Servicestangible                         ...
(B2B)                        (B2C)                         •                      •                         •             ...
Marketing Diploma   DR.ELSAYED NASSER
SERVICES MARKETING MIX ( 7 p’s): 1. Product 2. Price 3. Promotion 4. Place 5. People in Services 6. Physical Evidence in S...
Marketing Mix                                    Product                     People                      Price            ...
Product Life CycleMarketing Diploma   DR.ELSAYED NASSER
1-Marketing outlines                     Marketing Evolution                     Facts about marketing                    ...
• Definition : A group of prospects,customers in the same industry  Marketing Diploma   DR.ELSAYED NASSER
Turning Suspects Into (true) Prospects (Qualified Customer ) • Identify MAD Customers    –Money to Buy ( Purchasing Power ...
•    Suspect•    Prospect•    Customer•    Client•    Supporter, advocate, partner•    End userMarketing Diploma   DR.ELSA...
Market1. Individuals2. Foundations, Institutions3. Companies4. Government5. CountriesMarketing Diploma    DR.ELSAYED NASSER
The PSSP Hierarchy of Needs                          Personal                           Needs                        Socia...
Marketing Diploma   DR.ELSAYED NASSER
1     2     3     4     5Marketing Diploma   DR.ELSAYED NASSER
Marketing Diploma   DR.ELSAYED NASSER
Wants          • “Wants” are those              things that people              in a specific region              believe ...
Marketing Diploma   DR.ELSAYED NASSER
Needs and Wants• Needs are basic human requirements• Wants are needs directed to specific    objects/services that might s...
Core Concepts of Marketing   Need – food ( is a must )   Want – Pizza, Burger, French frys ( translation of a    need as...
Value and Satisfaction• Value = Benefits/Costs• Benefits = Functional Benefits +                Emotional benefits• Costs ...
Capturing the Value Proposition         Functional               V         Emotional                A       Self-expressiv...
Marketing Diploma   DR.ELSAYED NASSER
Marketing Skills Diploma Objectives :         Marketing Evolution         Facts About Marketing & Selling         Marke...
1-Marketing outlines                     Marketing Evolution                     Facts about marketing                    ...
:                                             *                                                    .                   -  ...
Marketing Diploma   DR.ELSAYED NASSER
STPMarketing Diploma   DR.ELSAYED NASSER
Marketing Diploma   DR.ELSAYED NASSER
The 4Ps of Marketing Mix                    Product         Price                    Place          PromotionMarketing Dip...
The Four P Component of the Marketing Mix                            Marketing MixProduct                                 ...
Promotion MixAdvertising                              Personal Selling                        Public relations          ...
Target                                   Market    Product                Place          Promotion             Price      ...
Marketing Diploma   DR.ELSAYED NASSER
http://www.elsayednasser.comhttp://kenanaonline.com/DrElsayedNasser        elsayednasser@hotmail.com
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المحاضرة الأولى مقدمة علم تسويقIntro to marketing dr elsayed nasser

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المحاضرة الأولى مقدمة علم تسويقIntro to marketing dr elsayed nasser

  1. 1. Marketing Diploma DR.ELSAYED NASSER
  2. 2. Marketing Skills •18 Years Experience in Pharmaceutical industry , Management, Marketing and Sales in Egypt , United Arab of Emirates, Qatar •M MBA from Missouri State University USA •Human resource (HR )Diploma •TOT Cambridge Britain •Business Administration Diploma Cambridge BritainMarketing Diploma DR.ELSAYED NASSER
  3. 3. Marketing Course• Marketing Definitions •• Marketing evolution •• Market segmentation •• Customer needs`& wants •• Marketing Mix , 4 P’s •• Promotion Mix &Advertising •• Maslow Theory •• Needs &Wants •• Goods& service & Idea •• Product life cycle •• Market Definition •• Customer Criteria •• SWOT analysis SWOT •• Micro & Macro Environment •• Product & packing •• Pricing •• Promotion types advantage & Disadvantage •• Sales promotion types •• Distribution channels •• Marketing plan •Marketing Diploma DR.ELSAYED NASSER
  4. 4. Marketing Course• Marketing & Advertising & Selling •• Facts about Salesmanship •• Salesman Duties & Responsibilities• Criteria of Salesman •• 7 steps for successful selling •• Selling skills •• Pareto principle •• Buying & customer behavior •• 6 Prospecting methods •• Approaches& Opening •• Smile Rule for Good 1st Impression •• Question types ? •• FAB method for presentation •• 7 c’s for Ideal Message fab •• How to handle c’s • customer objections ? •• 5 Methods for closing •• Buying signals •• How to build long term relation ship with the • customers• 10 Mistakes salesman do • Marketing Diploma DR.ELSAYED NASSER
  5. 5. Marketing Course Analyze Why People Buy ? • SWOT analysis • Porter’s 5 forces • The Basic Personality Traits • Boston matrix ( BCG ) • Classification of Products • How to choose product name ? • Channel of Distribution • Promotion Objectives • Advertising Advantage & disadvantage • Sales promotion Advantage & • disadvantage Personal Selling Advantage & disadvantage • How to design brochures ? •Marketing Diploma DR.ELSAYED NASSER
  6. 6. PROFITABILITY The ultimate purpose of the marketing concept is to help organizations achieve their objective. Traditional Organizational Chart Modern Customer-oriented Organizational Chart TOP CUSTOMERS MGT C S MIDDLE MGT U R S FRONT-LINE E T PEOPLE M FRONT-LINE PEOPLE O O MIDDLE MGT T M E S TOP R MGT U CUSTOMERS S CTraditional Organization Chart Vs Modern Customers-Oriented Company Marketing Diploma DR.ELSAYED NASSEROrganization Chart
  7. 7. Invest in Your Customers Customers are a company’s most valuable assets 2/3 of customers It is 6-7 times leave us because more expensive they feel neglected to acquire customers than retain them 65% of New customers coming from word of mouth (old loyal A 5% improvement customers ) in customer retention rates will yield between a 25 to 100% increase in profitsMarketing Diploma DR.ELSAYED NASSER
  8. 8. • Customer are always right Customer’s the King • Customer Care Unexpended service Customer service Customer Indulgent Customer Delight Customer DrivenMarketing Diploma company DR.ELSAYED NASSER
  9. 9. Marketing Diploma DR.ELSAYED NASSER
  10. 10. The 4 Elements Finance Production 25% 25% Human Resource Marketing 25% 25%Marketing Diploma DR.ELSAYED NASSER
  11. 11. Evolving Views of Marketing’s Role Finance ProductionProduction Finance Human resourcesMarketing Human resources Marketing a. Marketing as an b. Marketing as a more equal function important functionMarketing Diploma DR.ELSAYED NASSER
  12. 12. Finance The Marketing Mix CMarketing Diploma DR.ELSAYED NASSER
  13. 13. MONEY,HUMAN RESOURCE Competitors PRODUCTION Marketing Diploma DR.ELSAYED NASSER
  14. 14. MARKETINGMarketing Diploma DR.ELSAYED NASSER
  15. 15. Competitive Advantage of 4 Psof the Marketing Mix Product Place C Price PromotionMarketing Diploma DR.ELSAYED NASSER
  16. 16. Marketing Diploma DR.ELSAYED NASSER
  17. 17. 1-Marketing outlines Marketing Evolution Facts about marketing Marketing Def. Market , Needs, Wants ,Demand 4 p”s Marketing & SellingMarketing Diploma DR.ELSAYED NASSER
  18. 18. Three Marketing Concepts• Product approach 1850- 1900• Selling approach 1900 – 1950• Customer approach 1950-2011Marketing Diploma DR.ELSAYED NASSER
  19. 19. Selling Approach 1900 – 1950 • Focuses on selling o • Assumes that a good o sales team will sell o whatever they produce • Assumes that customers o will like what they buy (poor assumption, why?) • Useful for products o customers do not normally consider buying, or when o produce exceeds demand o • Again it is not an effective o marketing approachMarketing Diploma DR.ELSAYED NASSER
  20. 20. Customer Approach 1950-2011 • Focuses on fulfilling customers’ needs • Aligning marketing effort to satisfy customers • Profit is considered as a result of customer satisfaction • Focuses on building long-term relationships with customers • Aims at sustainable growthMarketing Diploma DR.ELSAYED NASSER
  21. 21. Marketing Diploma DR.ELSAYED NASSER
  22. 22. 1-Marketing outlines Marketing Evolution Facts about marketing Marketing Def. Market , Needs, Wants ,Demand 4 p”s Marketing & SellingMarketing Diploma DR.ELSAYED NASSER
  23. 23. Facts About Marketing Job1. Old & honorable Profession2. Everybody Is A Marketer3. Difficult( complex, More customer wants)4. Marketer is a Multi Profession5. Dealing with people based on logic or motion6. The Marketing &Sales people are the backbone of any Company ( line Management , staff Management )7. In company, everything is a decoration to make more sales.8. Marketing Diploma & Sales is a numbers’ game Marketing DR.ELSAYED NASSER
  24. 24. Top Management Market supervisor team CompetitorsMarketing Diploma DR.ELSAYED NASSER
  25. 25. What is Marketing?American Marketing AssociationDefinitionMarketing is the process of planning andexecuting the production, pricing, promotion,and distribution of ideas, goods, and servicesto create exchanges that satisfy individual andorganizational goals.Marketing Diploma DR.ELSAYED NASSER
  26. 26. Marketing Diploma DR.ELSAYED NASSER
  27. 27. Definitions of Marketing‘Marketing is the management process that identifies, and satisfies customer requirements profitably’The chartered institute of marketing Marketing Diploma DR.ELSAYED NASSER
  28. 28. Marketing Diploma DR.ELSAYED NASSER
  29. 29. Marketing Diploma DR.ELSAYED NASSER
  30. 30. Marketing Diploma DR.ELSAYED NASSER
  31. 31. The Marketing Concept: Satisfy customer needs and wants AND Make a profitMarketing Diploma DR.ELSAYED NASSER
  32. 32. ‘The Right Product, inthe Right Place, at the Right Time, and at the Right Price’Marketing Diploma DR.ELSAYED NASSER
  33. 33. The 1st Definition of Jerome McCarthyin 1950 ( 4Ps of Marketing Mix) Product Price Place Promotion Marketing Diploma DR.ELSAYED NASSER
  34. 34. Product• A product is any offering catered to satisfy needs and wants.( Goods, Services, Ideas )• A brand is when the product is from a known source. Marketing Diploma DR.ELSAYED NASSER
  35. 35. Product1.Goods2.Services3.IdeaMarketing Diploma DR.ELSAYED NASSER
  36. 36. Difference between physical goods and servicesPhysical goods Servicestangible intangiblehomogeneous heterogeneousProduction and distribution are Production, distribution andseparated from consumption consumption are simultaneous processesA thing An activity or processCore value processed in factory Core value produced in the buyer-seller interactionCustomers do not participate in Customers participate inthe production process productionCan be kept in stock Cannot be kept in stockTransfer of ownership Marketing Diploma No transfer of ownership DR.ELSAYED NASSER
  37. 37. (B2B) (B2C) • • • • • • • • • • •Marketing Diploma DR.ELSAYED NASSER
  38. 38. Marketing Diploma DR.ELSAYED NASSER
  39. 39. SERVICES MARKETING MIX ( 7 p’s): 1. Product 2. Price 3. Promotion 4. Place 5. People in Services 6. Physical Evidence in Services 7. Process in ServicesMarketing Diploma DR.ELSAYED NASSER
  40. 40. Marketing Mix Product People Price Marketing Physical mix evidence Place Process PromotionMarketing Diploma DR.ELSAYED NASSER
  41. 41. Product Life CycleMarketing Diploma DR.ELSAYED NASSER
  42. 42. 1-Marketing outlines Marketing Evolution Facts about marketing Marketing Def. Market , Needs, Wants ,DemandMarketing Diploma DR.ELSAYED NASSER
  43. 43. • Definition : A group of prospects,customers in the same industry Marketing Diploma DR.ELSAYED NASSER
  44. 44. Turning Suspects Into (true) Prospects (Qualified Customer ) • Identify MAD Customers –Money to Buy ( Purchasing Power ) ( p.p. ) –Authority to Buy ( Decision making ) –Desire to Buy ( Need ) - - Marketing Diploma DR.ELSAYED NASSER -
  45. 45. • Suspect• Prospect• Customer• Client• Supporter, advocate, partner• End userMarketing Diploma DR.ELSAYED NASSER
  46. 46. Market1. Individuals2. Foundations, Institutions3. Companies4. Government5. CountriesMarketing Diploma DR.ELSAYED NASSER
  47. 47. The PSSP Hierarchy of Needs Personal Needs Social Needs Safety Needs Physiological NeedsMarketing Diploma DR.ELSAYED NASSER
  48. 48. Marketing Diploma DR.ELSAYED NASSER
  49. 49. 1 2 3 4 5Marketing Diploma DR.ELSAYED NASSER
  50. 50. Marketing Diploma DR.ELSAYED NASSER
  51. 51. Wants • “Wants” are those things that people in a specific region believe will satisfy a need HungerMarketing Diploma DR.ELSAYED NASSER
  52. 52. Marketing Diploma DR.ELSAYED NASSER
  53. 53. Needs and Wants• Needs are basic human requirements• Wants are needs directed to specific objects/services that might satisfy the needDemands• This is the wants for specific products backed by an ability to pay.• • Need & want refers to people • DemandMarketing Diploma refers to goods& services DR.ELSAYED NASSER
  54. 54. Core Concepts of Marketing Need – food ( is a must ) Want – Pizza, Burger, French frys ( translation of a need as per our experience ) Demand – Burger ( translation of a want as per our willingness and ability to buy ) Desire – Have a Burger in a five star hotelMarketing Diploma DR.ELSAYED NASSER
  55. 55. Value and Satisfaction• Value = Benefits/Costs• Benefits = Functional Benefits + Emotional benefits• Costs = Monetary costs + Time + Energy + Psychic costsMarketing Diploma DR.ELSAYED NASSER
  56. 56. Capturing the Value Proposition Functional V Emotional A Self-expressive L Relative Price Benefits U E PPT 6-20 Marketing Diploma DR.ELSAYED NASSER
  57. 57. Marketing Diploma DR.ELSAYED NASSER
  58. 58. Marketing Skills Diploma Objectives :  Marketing Evolution  Facts About Marketing & Selling  Marketing Definitions  Product ( goods, services, ideas)  Market Definition  Suspect & Prospect & Customer  True Customer Criteria  Maslow’s hierarchy  Need & Want& Demand  Why people buy ? Marketing Diploma DR.ELSAYED NASSER
  59. 59. 1-Marketing outlines Marketing Evolution Facts about marketing Marketing Def. Market , Needs, Wants ,Demand 4 p”sMarketing Diploma DR.ELSAYED NASSER
  60. 60. : * . - . - - . - . : - . - . - . -Marketing Diploma DR.ELSAYED NASSER . -
  61. 61. Marketing Diploma DR.ELSAYED NASSER
  62. 62. STPMarketing Diploma DR.ELSAYED NASSER
  63. 63. Marketing Diploma DR.ELSAYED NASSER
  64. 64. The 4Ps of Marketing Mix Product Price Place PromotionMarketing Diploma DR.ELSAYED NASSER
  65. 65. The Four P Component of the Marketing Mix Marketing MixProduct PlaceProduct Name ChannelProduct Variety CoverageQuality Target Market LocationsDesign TransportFeature Price PromotionBrand Name List Price Sales PromotionPackagingSize Discounts AdvertisingService Payment Period Sales ForceWarranties Credits term Public RelationsReturns Direct MarketingMarketing Diploma DR.ELSAYED NASSER
  66. 66. Promotion MixAdvertising  Personal Selling  Public relations  Sales Promotion  Direct marketing Marketing Diploma DR.ELSAYED NASSER
  67. 67. Target Market Product Place Promotion Price Personal Mass Sales Selling Selling Promotion Advertising PublicityMarketing Diploma DR.ELSAYED NASSER
  68. 68. Marketing Diploma DR.ELSAYED NASSER
  69. 69. http://www.elsayednasser.comhttp://kenanaonline.com/DrElsayedNasser elsayednasser@hotmail.com

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