This document provides an introduction to key concepts in marketing, including: 1. The relationship between buyers and sellers, where buyers depend on sellers for goods and services they want and sellers depend on buyers for profits. 2. Definitions of markets, consumers, customers, and commercial markets. 3. The concepts of product orientation versus market orientation. 4. The key elements of promotion, advertising, public relations, publicity, and sales. 5. How needs, wants, and demands differ. 6. Several definitions of marketing and its core purpose of identifying and satisfying customer needs profitably.

3. Dina kamal & Amr Mousa

4. Introduction To
Marketing

5. Buyer and Seller
Seller Buyer
Goods & Services
Money

6. • Buyers depend on sellers to provide the goods and
services they want at a price they can afford.
• Sellers depend on buyers to purchase their products
so that they can cover their costs and make a profit.

7. What is a market?
• The market for a product consists of all the buyers
of, or customers for, that product.
Consumer Market Commercial Market

8. Consumer markets
• Consumer markets are markets for
the goods and services bought by
individual customers and
consumers.

9. Commercial markets
• Commercial markets are markets
for the goods and services used
by businesses to operate and
produce the goods and services
they supply.

10. Which comes first?
• Product orientation
Product Market
• Market orientation

11. Definitions

12. Promotion, Advertising , Public Relation
,
Publicity and Sales

13. Promotion, Advertising , Public Relation ,
Publicity and Sales
• Promotion
Generally, promotion is communicating
with the public in an attempt to
influence them toward buying your
products and/or services.

14. • Advertising
Advertising is bringing a product
(or service) to the attention of potential
and current customers.
Promotion, Advertising , Public Relation ,
Publicity and Sales

15. • Public relation
Public relations includes ongoing
activities to ensure the overall
company has a strong public image.
Public relations activities include
helping the public to understand the
company and its products. Often,
public relations are conducted
through the media, that is,
newspapers, television, magazines,
etc.
Promotion, Advertising , Public Relation ,
Publicity and Sales

16. • Publicity
Publicity is mention in the media.
Organizations usually have little control
over the message in the media, at least,
not as they do in advertising. Regarding
publicity, reporters and writers decide
what will be said.
Promotion, Advertising , Public Relation ,
Publicity and Sales

17. • Sales
conveying the features, advantages and benefits of
a product or service to the lead; and closing the sale
(or coming to agreement on pricing and services). A
sales plan for one product might be very different
than that for another product.
Promotion, Advertising , Public Relation ,
Publicity and Sales

18. Needs, wants, and demands

19. Needs, wants, and demands
• Needs: are the basic human requirements
– Food, air, water, clothing, shelter, education and
entertainment.

20. • Wants: when needs are directed to specific object.
They are shaped by society.
– An Egyptian needs food and wants KosharyKoshary .
Needs, wants, and demands

21. • Demands: are wants for specific product backed by
an ability to pay.
– An Egyptian needs food and wants Koshary and may
demand Abo Tarek .
Needs, wants, and demands

25. What is Marketing?
• Marketing is the interface between customers and
suppliers, enabling suppliers to find out about the
present and future needs of their customers, and
telling the customers about the suppliers and their
products.
• Meeting customers needs profitably.

26. Other Definitions for marketing
‘ Marketing is the management process that identifies,
anticipates and satisfies customer requirements
profitably’ The Chartered Institute of Marketing
‘The right product, in the right place, at the right
time, and at the right price’

27. • ‘Marketing is the human activity
directed at satisfying human needs
and wants through an exchange
process’ 1980
• ‘Marketing is a social and
managerial process by which
individuals and groups obtain what
they want and need through
creating, offering and exchanging
products of value with others’ 1991
Other Definitions for marketing

28. Does Marketing Create or
Satisfy Needs????????

29. Marketing Purpose
• To identify, anticipate, influence and
satisfy consumer needs
• Responding to changes in the market
• Improving market share
• Entering new markets
• Increasing awareness of the product or
service
• Achieving organizational goals

30. Segmentation & Targeting
• A marketer can rarely satisfy everyone in a
market.
• They start by dividing up the market into
segments.
• They are divided according to demographic,,
and behavioral differences.
• The population of each segments has
common needs .
• The marketer then decides which segments
presents the greatest opportunities and target
them.

31. Positioning
• For each target market, the firm develops a market
offering.
• The offering is positioned in the mind of the target
buyers as delivering central benefit(s).
– Volvo: safe car
– Molto: healthy snack
• Companies do best when they choose their target
market(s) carefully and prepare tailored marketing
program.

32. Positioning

33. Marketing Activities
MarketingMarketing
Market
Research
Market
Research
ProductProductDistributionDistribution
PromotionPromotion 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

34. Four Ps Four Cs
Product
Place
Promotion
Price
Customer solutions
Convenience
Communication
Customer cost
Marketing Mix

35. Marketing Mix

36. Customer Minded Companies
• R&D ( Research and Developments)
• Purchasing
• Manufacturing
• Marketing
• Sales
• Accounting
• Finance
• Public relations

37. Successful marketing requires
• Profitable
• Offensive (rather than defensive)
• Integrated
• Strategic (is future orientated)
• Effective (gets results) Hugh Davidson 1972

38. 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