an introduction in marketing definition , concepts

1. By:Dr Walid ElEtriby

2. ‫مهنتي‬‫هي‬‫مس‬‫اعد‬‫ة‬‫ير‬ ّ‫تطو‬ ‫في‬ ‫الناس‬
‫اإلدارة‬ ‫مجاالت‬ ‫في‬ ‫عملهم‬ ‫مهارات‬,
‫التسويق‬‫البشرية‬ ‫والتنمية‬.
‫خبراتي‬ ‫اكسبت‬‫م‬‫خالل‬ ‫ن‬‫الدراسات‬
‫و‬ ‫االكاديمية‬‫ثقافات‬ ‫في‬ ‫العمل‬‫و‬‫صناعا‬‫ت‬
‫ال‬ ‫طوال‬ ‫مختلفة‬ ‫وأسواق‬15‫سنة‬
‫الماضية‬.
‫المشروعات‬ ‫بدأ‬ ‫هو‬ ‫الرئيسي‬ ‫تخصصي‬
‫االعمال‬ ‫وريادة‬ ‫الجديدة‬.
2

3.  What is marketing & digital marketing
 General marketing concepts in the new era
 Product and service marketing mix.
 Inbound marketing / what and why
 Inbound marketing methodology
 22 law of marketing

4.  The management process through which goods and
services move from concept to the customer. ”business dictionary”
 Marketing is the activity, set of institutions, and processes
for creating, communicating, delivering, and exchanging
offerings that have value for customers, clients, partners,
and society at large. ”American marketing association”

5. E-Marketing is any marketing done online via websites or other online tools
and resources

7.  E-Marketing can
include
◦ paid services
◦ direct email
◦ SMS/text messaging
◦ Blogs
◦ Webpages
◦ Banners
◦ Videos
◦ Images
◦ Ads
◦ social media
◦ search engines
◦ And much more……

8.  To create brand awareness for
your company and products

9.  To attract customers to
buy your products.

10.  Online marketing is generally
much lower cost and more
effective in reaching large
audiences than many traditional
paid advertising methods.

17. DR WALID ELETRIBY

18. Customer
Empowerment

20. Customization

22. Segmentation ,Targeting and Positioning
STP

24. Ideally, segments should satisfy the following criteria:
1. Measurable.
2. Substantial.
3. Accessible
4. Relevant.

25. Country
Region
City
Metro size
Density
Climate
Social Class
Life style
Personality
Age
Gender
Family life cycle
Family size
Income
Occupation
Education
Religion
Race
Nationality
Occasions
Benefits
User status
User rates
Loyalty status
Readiness stage
Attitude toward
The product
Geographic Demographic Psychographic Behavioral

26. Target Market
Unaware Aware
TriedNot Tried
Rejected
Favorable
Opinion
Neutral
Negative
Opinion
Repeated
Not Yet
Repeated
SwitcherLoyal to Brand
Light User Regular User Heavy user
Behavioral
Segmentation
Breakdown

28. P.O.P. , P.O.D. and competitive advantage

40. 1- People :
 People include both employees and other customers .
 The attitude and efficiency of employees and HR policies
are of great importance in services .
 Other Customers may also affect the satisfaction with the
service .
 Management has to attract the right customer mix .

41. 2-Physical evidence (Tangible cues) :
 Tangible elements (the service scape) affects :
◦ perceptions of quality
◦ level of reassurance and risk perceptions.
 It includes the physical background, seating comfort,
employee dress, etc.

42. 3-Process of service production:
 Efficient and effective backstage processing systems lead to
good service delivery .
 If it is poorly designed customers will be frustrated and front
office employees will not be able to do their jobs well .

43. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 13-44
Place
People
Equipment
Communication material
Symbols
Price

44. Before Visit
Reservation
internet
Parking Get car
Check in
Porter
Use
Room
Meal
Pay TV
Room service
Internet
Check out
Time Frame of an Overnight Hotel Stay
(real-time service use)
USE GUESTROOM OVERNIGHT
Internet

45. The Flower of Service

46. Core
Information
Consultation
Order-Taking
Hospitality
Payment
Billing
Exceptions
Safekeeping
Enhancing elements
Facilitating elements
KEY:

47. • Customized advice
• Personal counseling
• Tutoring/training in product use
• Management or technical
consulting

48. Greeting
Food and beverages
Toilets and washrooms
Waiting facilities and amenities
• Lounges, waiting areas, seating
• Weather protection
• Magazines, entertainment, newspapers
Transport
Security

49. Caring for Possessions Customer Bring
with Them
• Child care, pet care
• Parking for vehicles, valet parking
• Coat rooms
• Baggage handling
• Storage space
• Safe deposit boxes
• Security personnel

50. Caring for Goods Purchased (or Rented) by
Customers
• Packaging
• Pickup
• Transportation and delivery
• Installation
• Inspection and diagnosis
• Cleaning
• Refueling
• Preventive maintenance
• Repair and renovation

51. Special Requests in Advance of Service Delivery
• Children’s needs
• Dietary requirements
• Medical or disability needs
• Religious observances
Handling Special Communications
• Complaints
• Compliments
• Suggestions

52. Problem Solving
• Warranties and guarantees
• Resolving difficulties that arise
from using
the product
• Resolving difficulties caused
by accidents,
service failures
• Assisting customers who have
suffered an accident or a
medical emergency
Restitution
• Refunds and compensation
• Free repair of defective goods

53. • Directions to service site
• Schedules/service hours
• Prices
• Reminders
• Warnings
• Conditions of sale/service
• Notification of changes
• Documentation
• Confirmation of reservations
• Summaries of account activities
• Receipts and tickets

54. Applications
• Memberships in clubs/programs
• Subscription services (e.g., utilities)
• Prerequisite based services (e.g., financial credit,
college enrollment)
Order Entry
• On-site order fulfillment
• Mail/telephone/e-mail/web order
Reservations and Check-in
• Seats/tables/rooms
• Vehicles or equipment rental
• Professional appointments

55. • Periodic statements of account activity
• Invoices for individual transactions
• Verbal statements of amount due
• Self-billing (computed by customer)
• Machine display of amount due

56. Self-Service
• Insert card, cash or token into machine
• Electronic funds transfer
• Mail a check
• Enter credit card number online
Direct to Payee or Intermediary
• Cash handling or change giving
• Check handling
• Credit/charge/debit card handling
• Coupon redemption
Automatic Deduction from Financial Deposits
• Automated systems (e.g., machine-readable tickets that
operate entry gate)
• Human systems (e.g., toll collectors)

57. Major Service Innovations: New core products for previously undefined markets
(overnight service of FEDEX when first introduced)
Major Process Innovations: Using new processes to deliver existing products
with added benefits (Phoenex on line course)
Product Line Extensions: Addition to current product lines (banks offering
insurance banking)
Process-line Extensions: Alternative delivery procedures (such as the internet)
Supplementary Service Innovations: Additions of new or improved facilitating or
enhancing elements (Wifi at fedex offices )
Service Improvements: Modest changes in the performance of current products
Style Changes: Visible changes in service design or scripts

64. Buyer Persona

68. Buyer Journey

71.  Being part of that conversation means sharing helpful,
relevant content with the world
 Information empowers people with the means to make
their own choices.

82.  https://www.linkedin.com/in/walideletriby/

83.  https://www.slideshare.net/WalidEletreby

84. Dr. Walid El Etriby