El-Zatُuna of marketing

1. El-Zatُuna of
marketing
By: Mohamed Refa’t

2. What is marketing
• Social and managerial process by
which individuals and groups obtain
what they need and want through
creating and exchanging products and
value with other.

3. Different terms used in the
definition of marketing
• Needs – it is the state of self deprivation. It is the basic reason/s or
quality dimensions in a purchase.
• Wants – It is the form taken from by human needs as they are
shaped by culture and individual personality.
• Demands – Human wants that are backed by buying power. It is
also called expectation.
• Product – It is anything that can be offered to a market to satisfy
a need or want.
• Exchange – It is an act of obtaining a desired object from
someone by offering something in return.
• Value/customer Value – It is the consumer’s assessment of the
overall capacity of the product or service in order to satisfy
his total needs.
• Customer satisfaction – It refers to the extent to which customer
are happy with the product offered.

4. Goal of the Marketing
system
• Maximize Consumption
• Maximize Consumer Satisfaction
• Maximize Choice
• Maximize Life Quality
• Maximize Relationships

5. Before Planning , you should
Know ..

9. Marketing Mix - 4P’s –

10. The 4c’s related to 4p’s of
marketing
• Product = Customer Solution
• Price = Customer Cost
• Place = Convenience
• Promotion = Communication

11. Additional P’s in the
Marketing
• People – it is maintaining and developing the
employees of the company in order to offer
superior service quality to its customers.
• Physical Environment – these are all visible cues that
provide tangible evidence of the firm’s service
quality.
• Process – it is the method and sequence of actions
in the service performance.
• Profitability – the amount of sales or income
generated from the operations of the business.

12. Brand
• It is a name, term, sign, symbol, or design or a
combination of these intended to identity the
goods or services of one seller or group of
sellers from those of competitors.
Video Case

13. Customer Loyality

14. Product Life Cycle

15. Win Win Situation
‫خد‬ ‫والمعامله‬ ‫مات‬ ‫عشم‬ ‫عم‬
‫وهات‬

16. Buyer Decision
Process

17. Don't find customers for your
products, find products for
your customers.” Seth Godin,
Add Value !
Creat Need !

18. Market Research
• The process of gathering, analyzing
and interpreting information about a
market, about a product or service to
be offered for sale in that market .
“ ‫والعبلو‬ ‫إيه‬ ‫عايز‬ ‫شوفو‬‫علي‬ “

19. The Power Of Data !
A – Collect
B – Analys
C – Understand
D – Choice
E – Decision
F – Plan
J – Compete

20. Now ! Answer those
Questions
• A - where we are now !?
• Collect information
• Now SWOT !

21. SWOT Analysis

22. use that information to
determine
• B- Where We wanna be in the
future !?
• NEXT session :
• Strategic Planning
• Social media Campaigns
• Digital Ads