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Marketing Management 
MOHAMED HASHEM 
Chapter 1 
Defining Marketing 
for the Arab World
Chapter Questions 
1. Why is marketing important? 
2. What is the scope of marketing? 
3. What are some fundamental marketing concepts? 
4. How has marketing management changed? 
5. What are the tasks necessary for successful marketing 
management? 
6. How does marketing in the Arab world differ from 
marketing in other parts of the world? 
Copyright © 2012 Pearson Education 1-3
The Importance of Marketing 
Chapter Question 1: 
Why is marketing 
important? 
• Marketing is essential for a company to define itself. 
• Marketing aims to: 
○ Explain what makes the company/product different 
○ Understand what customers are looking for 
• Define and deliver the company’s value proposition. 
• Financial success often depends on marketing ability. 
Copyright © 2012 Pearson Education 1-4
The Scope of Marketing 
Chapter Question 2: 
What is the scope of 
marketing? 
To prepare to be a marketer, you need to understand: 
• what marketing is 
• how it works 
• what is marketed, and 
• who does the marketing. 
Copyright © 2012 Pearson Education 1-5
What is Marketing? 
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 goals. 
• Marketing is about identifying and meeting human and 
social needs. 
• A short definition: “meeting needs profitably.” 
Copyright © 2012 Pearson Education 1-6 
Chapter Question 2: 
What is the scope of 
marketing?
What is Marketing Management? 
Marketing management is the 
art and science 
of choosing target markets 
and getting, keeping, and growing 
customers through 
creating, delivering, and communicating 
superior customer value. 
Copyright © 2012 Pearson Education 1-7 
Chapter Question 2: 
What is the scope of 
marketing?
What is Marketed? 
• Goods 
• Services 
• Events and experiences 
• Persons 
Copyright © 2012 Pearson Education 1-8 
Chapter Question 2: 
What is the scope of 
marketing? 
• Places and properties 
• Organizations 
• Information 
• Ideas
Copyright © 2012 Pearson Education 1-9 
Chapter Question 2: 
What is the scope of 
marketing? 
Fig. 1.2: A Simple Marketing System
Key Customer Markets 
• Consumer markets 
• Business markets 
• Global markets 
• Nonprofit/Government markets 
Copyright © 2012 Pearson Education 1-10 
Chapter Question 2: 
What is the scope of 
marketing?
Core Marketing Concepts 
Chapter Question 3: 
What are some 
fundamental marketing 
concepts? 
To understand the marketing function, we need to 
understand some core concepts… 
Copyright © 2012 Pearson Education 1-11
Core Marketing Concepts 
Chapter Question 3: 
What are some 
fundamental marketing 
concepts? 
Needs, Wants and Demands 
• Needs are the basic human requirements. 
• Wants are shaped by our society. 
• Demands are wants for specific products backed by the ability to 
pay. 
Five types of need: 
1. Stated needs (the customer wants an inexpensive car). 
2. Real needs (the customer wants a car, the operating cost of which, not initial price, 
is low). 
3. Unstated needs (the customer expects good service from the dealer). 
4. Delight needs (the customer would like the dealer to include an onboard 
navigation system). 
5. Secret needs (the customer wants friends to see him as a savvy consumer). 
Copyright © 2012 Pearson Education 1-12
Core Marketing Concepts 
Chapter Question 3: 
What are some 
fundamental marketing 
concepts? 
Target Markets, Positioning, and Segmentation 
Marketers: 
• Divide the market into segments 
• Target the segments presenting the greatest opportunity 
• Position their products in the minds of target buyers as delivering 
key benefits 
Carrefour stores are designed to appeal to 
Copyright © 2012 Pearson Education 1-13 
shoppers looking for a rich shopping 
experience at affordable prices.
Further Core Marketing Concepts 
Chapter Question 3: 
What are some 
fundamental marketing 
concepts? 
• Offerings and brands 
• Value and satisfaction 
• Marketing channels 
• Supply chain 
• Competition 
• Marketing environment 
• Marketing planning 
Copyright © 2012 Pearson Education 1-14
The New Marketing Realities 
Chapter Question 4: 
How has marketing 
management changed? 
New Consumer Capabilities 
• A substantial increase in buying power 
• A greater variety of available goods and services 
• A great amount of information about practically anything 
• Greater ease of interacting, placing and receiving orders 
• An ability to compare notes on products and services 
• An amplified voice to influence public opinion 
Copyright © 2012 Pearson Education 1-15
The New Marketing Realities 
New Company Capabilities 
• Internet 
• Marketing research 
• Internal communication 
• External communication 
• Personalization of messages 
• Rewards and promotions 
• Mobile marketing 
• Personalization of products 
• Savings from using the internet 
• Online training products 
Chapter Question 4: 
How has marketing 
management changed? 
Copyright © 2012 Pearson Education 1-16 
More companies can produce 
individually differentiated goods
Company Orientation Toward 
the Marketplace 
• The Production Concept 
• The Product Concept 
• The Selling Concept 
• The Marketing Concept 
Chapter Question 4: 
How has marketing 
management changed? 
Copyright © 2012 Pearson Education 1-17
Company Orientation Toward 
the Marketplace 
• Integrated Marketing 
Chapter Question 4: 
How has marketing 
management changed? 
Four Ps 
• Product 
• Price 
• Place 
• Promotion 
These represent the 
seller’s view of 
marketing tools. 
SIVA 
• Solution: how can I solve my problem? 
• Information: where can I learn more about 
it? 
• Value: what is my total sacrifice to get this 
solution? 
• Access: where can I find it? 
Customer questions, corresponding to 
the 4Ps 
Copyright © 2012 Pearson Education 1-18
Company Orientation Toward 
the Marketplace 
• Integrated Marketing 
Chapter Question 4: 
How has marketing 
management changed? 
Copyright © 2012 Pearson Education 1-19
Company Orientation Toward 
the Marketplace 
Chapter Question 4: 
How has marketing 
management changed? 
• Internal Marketing 
ensuring that everyone in the organization embraces 
appropriate marketing principles, especially senior 
management 
Copyright © 2012 Pearson Education 1-20
Marketing Management Tasks 
Chapter Question 5: 
What are the tasks 
necessary for successful 
marketing management? 
• Developing market strategies and plans 
• Capturing marketing insights 
• Connecting with customers 
• Building strong brands 
• Shaping market offerings 
• Delivering value 
• Communicating value 
• Creating long-term growth 
Copyright © 2012 Pearson Education 1-21
Marketing Management Tasks 
Chapter Question 5: 
What are the tasks 
necessary for successful 
marketing management? 
Marketing Memo: Marketers’ Frequently Asked Questions 
Copyright © 2012 Pearson Education 1-22
Functions of CMOs 
• Strengthening the brands 
• Measuring marketing effectiveness 
• Driving new product development based on customer needs 
• Gathering meaningful customer insights 
• Utilizing new marketing technology 
Copyright © 2012 Pearson Education 1-23 
Chapter Question 5: 
What are the tasks 
necessary for successful 
marketing management?
A Word About Marketing in 
the Arab World 
Chapter Question 6: 
How does marketing in the 
Arab world differ from 
marketing elsewhere? 
The Arab world is a huge potential market for international 
companies. 
However, companies have to keep several factors in mind 
when targeting the Arab audience. 
Values, religion, language, reading from right to left, and 
politics are among a few key issues to take into consideration. 
Copyright © 2012 Pearson Education 1-24
Credits 
• Slide 1 Alamy Images: B. O’Kane 
• Slide 7: Alamy Images 
• Slide 7 SuperStock: OleksiyMaksymenko / age 
fotostock 
• Slide 13 Box 1.1 on page 12 from “The Fall and Rise of the 
CMO”, strategy+business, (Gail McGovern and John A. 
Quelch, 2004), Winter 2004, published by Booz & Company 
Inc. copyright © 2004. All rights reserved. www.strategy-business. 
com 
• Slide 16 Corbis: Daniel Karmann / dpa 
• Slide 20 Copyright (c) H. J. Heinz Company:

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Defining marketing

  • 1.
  • 2. Marketing Management MOHAMED HASHEM Chapter 1 Defining Marketing for the Arab World
  • 3. Chapter Questions 1. Why is marketing important? 2. What is the scope of marketing? 3. What are some fundamental marketing concepts? 4. How has marketing management changed? 5. What are the tasks necessary for successful marketing management? 6. How does marketing in the Arab world differ from marketing in other parts of the world? Copyright © 2012 Pearson Education 1-3
  • 4. The Importance of Marketing Chapter Question 1: Why is marketing important? • Marketing is essential for a company to define itself. • Marketing aims to: ○ Explain what makes the company/product different ○ Understand what customers are looking for • Define and deliver the company’s value proposition. • Financial success often depends on marketing ability. Copyright © 2012 Pearson Education 1-4
  • 5. The Scope of Marketing Chapter Question 2: What is the scope of marketing? To prepare to be a marketer, you need to understand: • what marketing is • how it works • what is marketed, and • who does the marketing. Copyright © 2012 Pearson Education 1-5
  • 6. What is Marketing? 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 goals. • Marketing is about identifying and meeting human and social needs. • A short definition: “meeting needs profitably.” Copyright © 2012 Pearson Education 1-6 Chapter Question 2: What is the scope of marketing?
  • 7. What is Marketing Management? Marketing management is the art and science of choosing target markets and getting, keeping, and growing customers through creating, delivering, and communicating superior customer value. Copyright © 2012 Pearson Education 1-7 Chapter Question 2: What is the scope of marketing?
  • 8. What is Marketed? • Goods • Services • Events and experiences • Persons Copyright © 2012 Pearson Education 1-8 Chapter Question 2: What is the scope of marketing? • Places and properties • Organizations • Information • Ideas
  • 9. Copyright © 2012 Pearson Education 1-9 Chapter Question 2: What is the scope of marketing? Fig. 1.2: A Simple Marketing System
  • 10. Key Customer Markets • Consumer markets • Business markets • Global markets • Nonprofit/Government markets Copyright © 2012 Pearson Education 1-10 Chapter Question 2: What is the scope of marketing?
  • 11. Core Marketing Concepts Chapter Question 3: What are some fundamental marketing concepts? To understand the marketing function, we need to understand some core concepts… Copyright © 2012 Pearson Education 1-11
  • 12. Core Marketing Concepts Chapter Question 3: What are some fundamental marketing concepts? Needs, Wants and Demands • Needs are the basic human requirements. • Wants are shaped by our society. • Demands are wants for specific products backed by the ability to pay. Five types of need: 1. Stated needs (the customer wants an inexpensive car). 2. Real needs (the customer wants a car, the operating cost of which, not initial price, is low). 3. Unstated needs (the customer expects good service from the dealer). 4. Delight needs (the customer would like the dealer to include an onboard navigation system). 5. Secret needs (the customer wants friends to see him as a savvy consumer). Copyright © 2012 Pearson Education 1-12
  • 13. Core Marketing Concepts Chapter Question 3: What are some fundamental marketing concepts? Target Markets, Positioning, and Segmentation Marketers: • Divide the market into segments • Target the segments presenting the greatest opportunity • Position their products in the minds of target buyers as delivering key benefits Carrefour stores are designed to appeal to Copyright © 2012 Pearson Education 1-13 shoppers looking for a rich shopping experience at affordable prices.
  • 14. Further Core Marketing Concepts Chapter Question 3: What are some fundamental marketing concepts? • Offerings and brands • Value and satisfaction • Marketing channels • Supply chain • Competition • Marketing environment • Marketing planning Copyright © 2012 Pearson Education 1-14
  • 15. The New Marketing Realities Chapter Question 4: How has marketing management changed? New Consumer Capabilities • A substantial increase in buying power • A greater variety of available goods and services • A great amount of information about practically anything • Greater ease of interacting, placing and receiving orders • An ability to compare notes on products and services • An amplified voice to influence public opinion Copyright © 2012 Pearson Education 1-15
  • 16. The New Marketing Realities New Company Capabilities • Internet • Marketing research • Internal communication • External communication • Personalization of messages • Rewards and promotions • Mobile marketing • Personalization of products • Savings from using the internet • Online training products Chapter Question 4: How has marketing management changed? Copyright © 2012 Pearson Education 1-16 More companies can produce individually differentiated goods
  • 17. Company Orientation Toward the Marketplace • The Production Concept • The Product Concept • The Selling Concept • The Marketing Concept Chapter Question 4: How has marketing management changed? Copyright © 2012 Pearson Education 1-17
  • 18. Company Orientation Toward the Marketplace • Integrated Marketing Chapter Question 4: How has marketing management changed? Four Ps • Product • Price • Place • Promotion These represent the seller’s view of marketing tools. SIVA • Solution: how can I solve my problem? • Information: where can I learn more about it? • Value: what is my total sacrifice to get this solution? • Access: where can I find it? Customer questions, corresponding to the 4Ps Copyright © 2012 Pearson Education 1-18
  • 19. Company Orientation Toward the Marketplace • Integrated Marketing Chapter Question 4: How has marketing management changed? Copyright © 2012 Pearson Education 1-19
  • 20. Company Orientation Toward the Marketplace Chapter Question 4: How has marketing management changed? • Internal Marketing ensuring that everyone in the organization embraces appropriate marketing principles, especially senior management Copyright © 2012 Pearson Education 1-20
  • 21. Marketing Management Tasks Chapter Question 5: What are the tasks necessary for successful marketing management? • Developing market strategies and plans • Capturing marketing insights • Connecting with customers • Building strong brands • Shaping market offerings • Delivering value • Communicating value • Creating long-term growth Copyright © 2012 Pearson Education 1-21
  • 22. Marketing Management Tasks Chapter Question 5: What are the tasks necessary for successful marketing management? Marketing Memo: Marketers’ Frequently Asked Questions Copyright © 2012 Pearson Education 1-22
  • 23. Functions of CMOs • Strengthening the brands • Measuring marketing effectiveness • Driving new product development based on customer needs • Gathering meaningful customer insights • Utilizing new marketing technology Copyright © 2012 Pearson Education 1-23 Chapter Question 5: What are the tasks necessary for successful marketing management?
  • 24. A Word About Marketing in the Arab World Chapter Question 6: How does marketing in the Arab world differ from marketing elsewhere? The Arab world is a huge potential market for international companies. However, companies have to keep several factors in mind when targeting the Arab audience. Values, religion, language, reading from right to left, and politics are among a few key issues to take into consideration. Copyright © 2012 Pearson Education 1-24
  • 25. Credits • Slide 1 Alamy Images: B. O’Kane • Slide 7: Alamy Images • Slide 7 SuperStock: OleksiyMaksymenko / age fotostock • Slide 13 Box 1.1 on page 12 from “The Fall and Rise of the CMO”, strategy+business, (Gail McGovern and John A. Quelch, 2004), Winter 2004, published by Booz & Company Inc. copyright © 2004. All rights reserved. www.strategy-business. com • Slide 16 Corbis: Daniel Karmann / dpa • Slide 20 Copyright (c) H. J. Heinz Company: