Marketing - An introduction

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What is marketing?
How to chose the best strategies?
How to gain the most by applying your strategies?
Is it only about revenue?

#WikiCourses
http://wikicourses.wikispaces.com/Topic10+Marketing

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Marketing - An introduction

  1. 1. INDE047 – Business Management for Engineers Part I Mohammad Tawfik November 2013 INDE047 Business Management for Engineers: Part I Mohammad Tawfik, PhD
  2. 2. Your Speaker ● ● Mohammad Tawfik Assistant Professor, Aerospace Engineering, Cairo University ● BSc., Aerospace Engineering, Cairo University ● Diploma, Computer Science, Cairo University ● MSc., Aerospce Engineering, Old Dominion U. ● Meng, Mechanical Engineering, U. Maryland ● PhD, Mechanical Engineering, U. Maryland INDE047 Business Management for Engineers: Part I Mohammad Tawfik, PhD
  3. 3. Your Speaker ● National Encouragement Award 2008, Egypt. ● Who’s Who in the World, 2010. ● Outstanding Lecturer Award, German University in Cairo, October 2006. INDE047 Business Management for Engineers: Part I Mohammad Tawfik, PhD
  4. 4. Your Speaker ● Mohammad.tawfik@gmail.com – Facebook – Twitter – Blogger – SlideShare – WikiSpaces INDE047 Business Management for Engineers: Part I Mohammad Tawfik, PhD
  5. 5. INDE047 Business Management for Engineers: Part I Mohammad Tawfik, PhD
  6. 6. INDE047 Business Management for Engineers: Part I Mohammad Tawfik, PhD
  7. 7. INDE047 Business Management for Engineers: Part I Mohammad Tawfik, PhD
  8. 8. If you do not know where you are going, any road will take you there! INDE047 Business Management for Engineers: Part I Mohammad Tawfik, PhD
  9. 9. What will make YOU happy? INDE047 Business Management for Engineers: Part I Mohammad Tawfik, PhD
  10. 10. Course Objectives and Schedule INDE047 Business Management for Engineers: Part I Mohammad Tawfik, PhD
  11. 11. Course Objectives ● This course intends to enhance the Engineer's understanding of the non-technical aspects of the business operation! INDE047 Business Management for Engineers: Part I Mohammad Tawfik, PhD
  12. 12. Course Intended Learning Outcomes ● By the end of this course the Engineer will able to: – Recognize the business needs to successfully operate an organization – Understand the behavior of the people in an organization and how to influence it – Create a common language for communication with financial personnel – Understand the quantitative tools used in decision making – Develop basic marketing plans – Involve ethical aspects into business processes INDE047 Business Management for Engineers: Part I Mohammad Tawfik, PhD
  13. 13. Not in this course! ● You will not become a businessman! ● You will not become an accountant! ● You will not become a marketeer! ● You will only understand how they work! INDE047 Business Management for Engineers: Part I Mohammad Tawfik, PhD
  14. 14. Schedule ● Sunday 10/11/2013 9:00 – 14:00 ● Monday 11/11/2013 9:00 – 14:00 ● Tuesday 12/11/2013 9:00 – 14:00 ● Wednesday 13/11/2013 9:00 – 14:00 ● Friday 9:00 – 14:00 14/11/2013 INDE047 Business Management for Engineers: Part I Mohammad Tawfik, PhD
  15. 15. Why Business Management? INDE047 Business Management for Engineers: Part I Mohammad Tawfik, PhD
  16. 16. Why Business Management? ● Why build the product? - Market Needs ● How to sell the product? - Marketing Plans ● How are things going on? - Accounting ● How to handle people? - HR and OB ● What to plan for? - Quantitative tools ● Is that right? - Ethical Aspects INDE047 Business Management for Engineers: Part I Mohammad Tawfik, PhD
  17. 17. ● Marketing: , , , , ● INDE047 Business Management for Engineers: Part I Mohammad Tawfik, PhD
  18. 18. Key Marketing Activities INDE047 Business Management for Engineers: Part I Mohammad Tawfik, PhD
  19. 19. Consumer Analysis Examination and evaluation of consumer characteristics, needs, and purchase processes INDE047 Business Management for Engineers: Part I Mohammad Tawfik, PhD
  20. 20. Product Planning Development and maintenance of products, product assortments, product positions, brands, packaging, options, and deletion of old products INDE047 Business Management for Engineers: Part I Mohammad Tawfik, PhD
  21. 21. Price Planning Outlines price ranges and levels, pricing techniques purchase terms, price adjustments, and the use of price as an active or passive factor INDE047 Business Management for Engineers: Part I Mohammad Tawfik, PhD
  22. 22. Distribution Planning Establishment of channel relations, physical distribution, inventory management, warehousing, transportation, allocation of goods, and wholesaling INDE047 Business Management for Engineers: Part I Mohammad Tawfik, PhD
  23. 23. Promotion Planning Combination of advertising, publicity, personal selling, and sales promotion to drive sales revenue INDE047 Business Management for Engineers: Part I Mohammad Tawfik, PhD
  24. 24. Product/Market Matrix INDE047 Business Management for Engineers: Part I Mohammad Tawfik, PhD
  25. 25. Product/Market Matrix INDE047 Business Management for Engineers: Part I Mohammad Tawfik, PhD
  26. 26. INDE047 Business Management for Engineers: Part I Effective when the market is growing or not yet saturated Mohammad Tawfik, PhD
  27. 27. INDE047 Business Management Effective when a local or regional business looks to widen its market for Engineers: Part I Mohammad Tawfik, PhD
  28. 28. Product Development INDE047 Business Management for Engineers: Part I Effective when the firm has a core of strong brands Mohammad Tawfik, PhD
  29. 29. Diversification Diversification is utilized so that the firm does not become overly depend­ent on one product line INDE047 Business Management for Engineers: Part I Mohammad Tawfik, PhD
  30. 30. Market Segmentation INDE047 Business Management for Engineers: Part I Mohammad Tawfik, PhD
  31. 31. Market Segmentation Market Segmentation The division of a market into different homogeneous groups of consumers Market Segment Should be: ● Measurable ● Accessible by communication and distribution channels ● Different in its response to a marketing mix ● Durable (not changing too quickly) ● Substantial enough to be profitable INDE047 Business Management for Engineers: Part I Mohammad Tawfik, PhD
  32. 32. INDE047 Business Management for Engineers: Part I Mohammad Tawfik, PhD
  33. 33. Marketing Strategy Development INDE047 Business Management for Engineers: Part I Mohammad Tawfik, PhD
  34. 34. Scope Scope Entry Entry Promotion Promotion Marketing Marketing Strategy Strategy Product Product Distribution Distribution INDE047 Business Management for Engineers: Part I Mohammad Tawfik, PhD
  35. 35. Market Scope Strategy INDE047 Business Management for Engineers: Part I Mohammad Tawfik, PhD
  36. 36. Single Market Strategy INDE047 Business Management for Engineers: Part I Mohammad Tawfik, PhD
  37. 37. Multi Market Strategy Market Scope Strategy INDE047 Business Management for Engineers: Part I Mohammad Tawfik, PhD
  38. 38. Market Scope Strategy Total Market Strategy INDE047 Business Management for Engineers: Part I Mohammad Tawfik, PhD
  39. 39. Market Entry Strategy INDE047 Business Management for Engineers: Part I Mohammad Tawfik, PhD
  40. 40. First-In Strategy INDE047 Business Management for Engineers: Part I Mohammad Tawfik, PhD
  41. 41. Early Entry Strategy Business Management INDE047 for Engineers: Part I Mohammad Tawfik, PhD
  42. 42. INDE047 Business Management Laggard Entry Strategy for Engineers: Part I Mohammad Tawfik, PhD
  43. 43. Product Strategy INDE047 Business Management for Engineers: Part I Mohammad Tawfik, PhD
  44. 44. Product Positioning Strategy INDE047 Business Management for Engineers: Part I Mohammad Tawfik, PhD
  45. 45. Product Repositioning Strategy INDE047 Business Management for Engineers: Part I Mohammad Tawfik, PhD
  46. 46. Product Scope Strategy INDE047 Business Management for Engineers: Part I Mohammad Tawfik, PhD
  47. 47. INDE047 Business Management for Engineers: Part I Mohammad Tawfik, PhD Product Design Strategy
  48. 48. New Product Strategy INDE047 Business Management for Engineers: Part I Mohammad Tawfik, PhD
  49. 49. Promotion Strategy INDE047 Business Management for Engineers: Part I Mohammad Tawfik, PhD
  50. 50. Promotion Mix Strategy INDE047 Business Management for Engineers: Part I Mohammad Tawfik, PhD
  51. 51. Product factors INDE047 Business Management for Engineers: Part I Mohammad Tawfik, PhD
  52. 52. INDE047 Business Management for Engineers: Part I Mohammad Tawfik, PhD Market factors
  53. 53. Customers factors INDE047 Business Management for Engineers: Part I Mohammad Tawfik, PhD
  54. 54. INDE047 Business Management for Engineers: Part I Mohammad Tawfik, PhD
  55. 55. INDE047 Business Management for Engineers: Part I Mohammad Tawfik, PhD
  56. 56. Media Selection Strategy INDE047 Business Management for Engineers: Part I Mohammad Tawfik, PhD
  57. 57. INDE047 Business Management for Engineers: Part I Mohammad Tawfik, PhD
  58. 58. Advertising Copy Strategy INDE047 Business Management for Engineers: Part I Mohammad Tawfik, PhD
  59. 59. INDE047 Business Management for Engineers: Part I Mohammad Tawfik, PhD
  60. 60. Distribution Strategy INDE047 Business Management for Engineers: Part I Mohammad Tawfik, PhD
  61. 61. INDE047 Business Management for Engineers: Part I Mohammad Tawfik, PhD
  62. 62. Summary In this lecture we learned: ● The key marketing activities ● Product/Market Matrix ● Market Segmentation ● Marketing Strategies INDE047 Business Management for Engineers: Part I Mohammad Tawfik, PhD

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