Recommended
More Related Content
What's hot
What's hot (20)
Similar to Marketing basics p1
Similar to Marketing basics p1 (20)
Recently uploaded
Recently uploaded (20)
Marketing basics p1
- 2. Workshop Awesome Outlines • Marketing History • Marketing Definition • Marketing Process • Marketing Information System (MIS) • STP • Conclusion
- 4. •Production Era 1850-1920 The idea that consumers will favor products that offers the most quality, Performance, and features; therefore the organization should devote its energy to making continuous product improvements .
- 5. •Sales Era 1920-1950 The idea that consumers will not buy enough of the firm’s products unless the firm undertakes a large-scale selling and promotion effort
- 6. •Marketing Era 1950-Now A philosophy in which achieving organizational goals depends on knowing the needs and wants of target markets and delivering the desired satisfactions better than competitors do
- 7. Marketing Vs. Sales Factory Products Selling & Promotion Profits through sales volume Market Needs Integrated Marketing Profits Through Customer satisfaction Starting Point Focus Means Ends Selling Concept Marketing Concept
- 8. Need VS. Want VS. Demand • Need State of felt deprivation Maslow's hierarchy of needs o A theory in psychology proposed by Abraham Maslow in his 1943 paper “A Theory of Human Motivation” in Psychological Review .
- 9. Sarahah App
- 10. • Want The form human needs take as they are shaped by culture and individual personality
- 11. • Demand Human wants that are backed by buying power
- 13. “ The Process by which companies create value for customers and build strong customer relationships in order to capture value from customers in return “
- 14. Marketing Create Value Capture Value Strong Customer Relationships
- 16. 1. Understand The Marketplace and Customer Needs and Wants -Research Customers and The Marketplace -Manage Marketing Information and Customer data 2.Design Customer-driven Marketing Strategy -Select Customers to serve : Market Segmentation & Targeting -Decide On a value Proposition : Differentiation & Positioning
- 17. 3.Construct an integrated Marketing program that delivers superior value 4P’s -Product , Pricing , Placement , Promotion 4.Build Profitable Relationships and Create Customer delight -Customer Relationship Management CRM : Strong Relationships with chosen customers -Partner Relationship Management : Strong Relationships with marketing partners
- 19. •Assessing Information Needs Why ? •Developing Marketing Information Internal database Marketing Intelligence Marketing Research •Analyzing and using Information
- 22. Marketing Research “The systematic design, collection, analysis and reporting of data relevant to a specific marketing situation facing an organization” Problem & Objectives Research Plan Implementing Analyzing 1 2 3 4
- 23. 1st Defining Problem and Research Objectives • Problem • Objectives A Marketing Research Project might have one of three types of objectives : => Exploratory Research => Descriptive Research => Causal Research
- 24. 2nd Developing The Research Plan • Secondary Data • Primary Data 3rd Implementing The Research Plan • Collecting and analyzing the data 4th Interpreting and Reporting the findings
- 25. Segmentation , Targeting & Positioning “ STP “
- 26. S- Segmentation •Geographic Segmentation Nations, State, Regions, Cities •Psychographic Segmentation Social Class, Lifestyle, Personality •Behavioral Segmentation Usage, Attitudes
- 27. T- Targeting
- 28. P- Positioning
- 30. Case Study : Red Bull • Segmentation & Targeting 16-30 Male & Female High Income Students, Employees, Professionals Middle and Upper Class • Positioning Energy Drink
- 31. Case Study : Pepsi Cola • Segmentation and Targeting 15-45 Males & Females Average, Above average, High Income Refreshment, enjoying good taste, satisfaction of a habit, spending time • Positioning Pepsi-Cola is positioned as soft drink that tastes good and has a pleasantly refreshing impact.
- 32. Conclusion
- 33. Thanks