Dina kamal & Amr Mousa
Introduction ToMarketing
Buyer and SellerSeller BuyerGoods & ServicesMoney
• Buyers depend on sellers to provide the goods andservices they want at a price they can afford.• Sellers depend on buyer...
What is a market?• The market for a product consists of all the buyersof, or customers for, that product.Consumer Market C...
Consumer markets• Consumer markets are markets forthe goods and services bought byindividual customers andconsumers.
Commercial markets• Commercial markets are marketsfor the goods and services usedby businesses to operate andproduce the g...
Which comes first?• Product orientationProduct Market• Market orientation
Definitions
Promotion, Advertising , Public Relation,Publicity and Sales
Promotion, Advertising , Public Relation ,Publicity and Sales• PromotionGenerally, promotion is communicatingwith the publ...
• AdvertisingAdvertising is bringing a product(or service) to the attention of potentialand current customers.Promotion, A...
• Public relationPublic relations includes ongoingactivities to ensure the overallcompany has a strong public image.Public...
• PublicityPublicity is mention in the media.Organizations usually have little controlover the message in the media, at le...
• Salesconveying the features, advantages and benefits ofa product or service to the lead; and closing the sale(or coming ...
Needs, wants, and demands
Needs, wants, and demands• Needs: are the basic human requirements– Food, air, water, clothing, shelter, education andente...
• Wants: when needs are directed to specific object.They are shaped by society.– An Egyptian needs food and wants KosharyK...
• Demands: are wants for specific product backed byan ability to pay.– An Egyptian needs food and wants Koshary and maydem...
What is Marketing?• Marketing is the interface between customers andsuppliers, enabling suppliers to find out about thepre...
Other Definitions for marketing‘ Marketing is the management process that identifies,anticipates and satisfies customer re...
• ‘Marketing is the human activitydirected at satisfying human needsand wants through an exchangeprocess’ 1980• ‘Marketing...
Does Marketing Create orSatisfy Needs????????
Marketing Purpose• To identify, anticipate, influence andsatisfy consumer needs• Responding to changes in the market• Impr...
Segmentation & Targeting• A marketer can rarely satisfy everyone in amarket.• They start by dividing up the market intoseg...
Positioning• For each target market, the firm develops a marketoffering.• The offering is positioned in the mind of the ta...
Positioning
Marketing ActivitiesMarketingMarketingMarketResearchMarketResearchProductProductDistributionDistributionPromotionPromotion...
Four Ps Four CsProductPlacePromotionPriceCustomer solutionsConvenienceCommunicationCustomer costMarketing Mix
Marketing Mix
Customer Minded Companies• R&D ( Research and Developments)• Purchasing• Manufacturing• Marketing• Sales• Accounting• Fina...
Successful marketing requires• Profitable• Offensive (rather than defensive)• Integrated• Strategic (is future orientated)...
Marketing management process• Analysis/Audit - where are we now?• Objectives - where do we want to be?• Strategies - which...
Lecture 1   introduction to marketing
Lecture 1   introduction to marketing
Lecture 1   introduction to marketing
Lecture 1   introduction to marketing
Lecture 1   introduction to marketing
Upcoming SlideShare
Loading in …5
×

Lecture 1 introduction to marketing

533 views

Published on

An introduction about the marketing

0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
533
On SlideShare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
0
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

Lecture 1 introduction to marketing

  1. 1. Dina kamal & Amr Mousa
  2. 2. Introduction ToMarketing
  3. 3. Buyer and SellerSeller BuyerGoods & ServicesMoney
  4. 4. • Buyers depend on sellers to provide the goods andservices they want at a price they can afford.• Sellers depend on buyers to purchase their productsso that they can cover their costs and make a profit.
  5. 5. What is a market?• The market for a product consists of all the buyersof, or customers for, that product.Consumer Market Commercial Market
  6. 6. Consumer markets• Consumer markets are markets forthe goods and services bought byindividual customers andconsumers.
  7. 7. Commercial markets• Commercial markets are marketsfor the goods and services usedby businesses to operate andproduce the goods and servicesthey supply.
  8. 8. Which comes first?• Product orientationProduct Market• Market orientation
  9. 9. Definitions
  10. 10. Promotion, Advertising , Public Relation,Publicity and Sales
  11. 11. Promotion, Advertising , Public Relation ,Publicity and Sales• PromotionGenerally, promotion is communicatingwith the public in an attempt toinfluence them toward buying yourproducts and/or services.
  12. 12. • AdvertisingAdvertising is bringing a product(or service) to the attention of potentialand current customers.Promotion, Advertising , Public Relation ,Publicity and Sales
  13. 13. • Public relationPublic relations includes ongoingactivities to ensure the overallcompany has a strong public image.Public relations activities includehelping the public to understand thecompany and its products. Often,public relations are conductedthrough the media, that is,newspapers, television, magazines,etc.Promotion, Advertising , Public Relation ,Publicity and Sales
  14. 14. • PublicityPublicity is mention in the media.Organizations usually have little controlover the message in the media, at least,not as they do in advertising. Regardingpublicity, reporters and writers decidewhat will be said.Promotion, Advertising , Public Relation ,Publicity and Sales
  15. 15. • Salesconveying the features, advantages and benefits ofa product or service to the lead; and closing the sale(or coming to agreement on pricing and services). Asales plan for one product might be very differentthan that for another product.Promotion, Advertising , Public Relation ,Publicity and Sales
  16. 16. Needs, wants, and demands
  17. 17. Needs, wants, and demands• Needs: are the basic human requirements– Food, air, water, clothing, shelter, education andentertainment.
  18. 18. • Wants: when needs are directed to specific object.They are shaped by society.– An Egyptian needs food and wants KosharyKoshary .Needs, wants, and demands
  19. 19. • Demands: are wants for specific product backed byan ability to pay.– An Egyptian needs food and wants Koshary and maydemand Abo Tarek .Needs, wants, and demands
  20. 20. What is Marketing?• Marketing is the interface between customers andsuppliers, enabling suppliers to find out about thepresent and future needs of their customers, andtelling the customers about the suppliers and theirproducts.• Meeting customers needs profitably.
  21. 21. Other Definitions for marketing‘ Marketing is the management process that identifies,anticipates and satisfies customer requirementsprofitably’ The Chartered Institute of Marketing‘The right product, in the right place, at the righttime, and at the right price’
  22. 22. • ‘Marketing is the human activitydirected at satisfying human needsand wants through an exchangeprocess’ 1980• ‘Marketing is a social andmanagerial process by whichindividuals and groups obtain whatthey want and need throughcreating, offering and exchangingproducts of value with others’ 1991Other Definitions for marketing
  23. 23. Does Marketing Create orSatisfy Needs????????
  24. 24. Marketing Purpose• To identify, anticipate, influence andsatisfy consumer needs• Responding to changes in the market• Improving market share• Entering new markets• Increasing awareness of the product orservice• Achieving organizational goals
  25. 25. Segmentation & Targeting• A marketer can rarely satisfy everyone in amarket.• They start by dividing up the market intosegments.• They are divided according to demographic,,and behavioral differences.• The population of each segments hascommon needs .• The marketer then decides which segmentspresents the greatest opportunities and targetthem.
  26. 26. Positioning• For each target market, the firm develops a marketoffering.• The offering is positioned in the mind of the targetbuyers as delivering central benefit(s).– Volvo: safe car– Molto: healthy snack• Companies do best when they choose their targetmarket(s) carefully and prepare tailored marketingprogram.
  27. 27. Positioning
  28. 28. Marketing ActivitiesMarketingMarketingMarketResearchMarketResearchProductProductDistributionDistributionPromotionPromotion PricingPricing•Quantitative research•Qualitative research•Product variety•Quality•Design•Features•Brand name•Packaging•Sizes•Services•Warranties•Returns•List price•Discounts•Payment period•Credit terms•Sales promotion•Advertising•Sales force•Public relations•Direct marketing•Channels•Coverage•Locations•Inventory•Transport•Assortment
  29. 29. Four Ps Four CsProductPlacePromotionPriceCustomer solutionsConvenienceCommunicationCustomer costMarketing Mix
  30. 30. Marketing Mix
  31. 31. Customer Minded Companies• R&D ( Research and Developments)• Purchasing• Manufacturing• Marketing• Sales• Accounting• Finance• Public relations
  32. 32. Successful marketing requires• Profitable• Offensive (rather than defensive)• Integrated• Strategic (is future orientated)• Effective (gets results) Hugh Davidson 1972
  33. 33. Marketing management process• Analysis/Audit - where are we now?• Objectives - where do we want to be?• Strategies - which way is best?• Tactics - how do we get there?• (Implementation - Getting there!)• Control - Ensuring arrival

×