This document defines marketing and outlines several marketing philosophies and concepts. It discusses how marketing aims to satisfy consumer needs through the marketing mix of product, price, place, and promotion. The document also introduces key marketing strategies like segmentation, targeting, positioning, and digital marketing tactics such as SEO, social media marketing, content marketing, and more. It emphasizes that marketing begins and ends with understanding the customer.

3. DEFINITIONS

4. INTRODUCTION TO MARKETING DECISIONS

5. - Group of commercial activities.
- Activities are determined by role in flow directions.
- The flow consists of goods and services.
- The flow begins with the producer and ends with the
consumer.
PRODUCER CONSUMER

6. PAUL MAZUR
[ THE DELIVERY OF A STANDARD OF LIVING TO SOCIETY ]
- Determine the consumer’s needs and wants and their priorities based on
field study.
- Develop a complete system for Distributing and Pricing goods and
services and ensure their availability.
- Develop existing products and produce new products in order to raise
the standard of living to society.
INNOVATION

7. WILLIAM MCINNES
[ YOU PAY 50% OF THE PRODUCT PRICE FOR MARKETING ]
- Any activity that actualizes potential relationship between the producer
and user for economic goods and services.

8. WILLIAM MCINNES
PRODUCER CLOSED BY
TIME STORAGE
PLACE TRANSPORTATION
PERCEPTUAL ADVERTISING AND PROMOTION
VALUE PRICING
POSSESSION NEGOTIATION

9. PHILIP KOTLER
[ MARKETING IS A HUMAN ACTIVITY ]
- Marketing aims at satisfying consumers needs and wants in the society.

10. Marketing is the process of planning and executing the
conception, pricing, promotion and distribution of ideas,
goods and services to create exchanges that satisfy
individual and organizational objectives.

11. EVOLUTION OF MARKETING
The Product Philosophy
The Selling Philosophy
Marketing Philosophy

12. MARKETING MIX [4PS]

13. MARKETING BEGINS AND ENDS WITH THE
CUSTOMERS
“HOW!?”

14. THE ANSWER IS ….
EXPLORATION
CREATION
DELIVERY

15. MARKETING RESEARCH
The very beginning and most important function of Marketing which
responsible for Identifying the Customer needs that leads the company
for achieving the customer satisfaction.
VALUE SATISFACTION
=
Benefit - Cost
= Monetary + Time + Energy

16. MARKETING SEGMENTATION
Division of Market into distinct groups of buyers who have distinct needs,
behaviors, characteristics … etc.

17. FOCUS AND TARGET

18. VALUE POSITIONING
PROVIDING THE VALUE

19. WELCOME TO
CUSTOMER CENTERICITY

20. MARKETING STRATEGIES

21. DIGITAL MARKETING

22. DIGITAL MARKETING
There is a huge spectrum of tactics and assets that fall under the umbrella
of digital marketing. And the best digital marketers have a clear picture
of how each asset or tactic supports their overarching goals.

23. ASSETS
• Website
• Blog posts
• EBooks and Whitepapers
• Infographics
• Interactive tools
• Social media channels (Facebook, LinkedIn, Twitter, Instagram ..
Etc.)
• Earned online coverage (PR, social media, and reviews)
• Online brochures and lookbooks
• Branding assets (logos, fonts, etc.)

24. TACTICS
• Search Engine Optimization
• Content Marketing
• Inbound Marketing
• Social Media Marketing
• Pay-Per-Click Marketing
• Affiliate Marketing
• Native Advertising
• Marketing Automation
• Email Marketing
• Online PR

25. TACTICS
SEO
The process of optimizing your website to ‘rank’ higher in search engine
results pages, therefore increasing the amount of organic (or free)
traffic that your website receives.
Inbound Marketing
‘ full-funnel approach’ to attracting, converting, closing, and delighting
customers using online content

26. TACTICS
Social Media Marketing
The practice of promoting your brand and content on social media
channels to increase brand awareness, drive traffic, and generate leads
to your business.
PPC
A method of driving traffic to your website by paying a publisher every time
your ad is clicked. One of the most common types of PPC is Google
AdWords.

27. TACTICS
Affiliate Marketing
A type of performance-based advertising where you receive commission for
promoting someone else’s products or services on your website.
Marketing Automation
The software that exists with the goal of automating marketing actions.
Many marketing departments have to automate repetitive tasks such as
emails, social media, and other website actions.

28. TACTICS
Email Marketing
Companies use email marketing as a way of communicating with their
audiences. Email is often used to promote content, discounts and
events, as well as to direct people towards the business’ website.
Online PR
Online PR is the practice of securing earned online coverage with digital
publications, blogs, and other content-based websites. It’s much like
traditional PR, but in the online space.

29. TACTICS
Content Marketing
The creation and promotion of content assets for the purpose of
generating brand awareness, traffic growth, lead generation, or
customers.
Native Advertising
Advertisement that are primarily content-led and featured on a
platform alongside other.

30. HOW GRAPHIC DESIGN IS RELATED TO
MARKETING AND ADVERTISING !?
DIFFERENCES AND COLLABORATION