Marketing

Gamal A. Hamid
Introduction to

Thanks
All the data in the following slides
have been collected from various
online sources and put together to
aid in the study of marketing

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Contents
 Introduction
 Marketing Process
I. Marketing strategy
II. Marketing planning
III. Marketing implementation
IV. Monitoring and auditing
V. Analysis and research

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Why studying marketing?
 Understanding our behaviors
 Organization of our knowledge.
 Learning a new ideas and techniques.
 Improvement our scales
 Get more experiences.
 Learn marketing academically.

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Market
A place where goods are bought and sold
Types of Market
According to Area According to Goods According to Volume of
transaction
Local Market Regional
Market Rural Market
National Market
International Market
Fruit Market
Furniture Market
Stock Market; so
on
Retail Market
Wholesale Market

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Marketing “ama” definition
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.
Marketing is an organizational function and set of
processes for creating, communicating and delivering value
to customers and for managing customer relationships in
ways that benefit the organization and its stakeholders.

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Marketing
 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.
 Marketing is a social and managerial process by which
individuals and groups obtain what they need and want
through creating and exchanging products and value with
others.
 Marketing is to bringing together the needs and wants of
the consumer with the products and services that match
them.

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What is marketing?
What does the term marketing mean?
 Many people think ‘marketing’ means ‘selling’, Others
think marketing is advertising.
 Still others believe marketing has something to do with
making products available in retail stores, arranging
displays, and maintaining inventories for future sales.
 Actually, marketing includes all of these activities and
much, much more.

Marketing & Selling
Marketing
 Marketing includes selling and other
activities like various promotional
measures, marketing research, after sales
service, etc.
 It starts with research on consumer needs,
wants, preference, likes, dislike etc., and
continues even after the sales taken place.
 Focus is on earning profit through
maximization of customers’ satisfaction.
 Customer’s need is the central point around
whom all marketing activities revolve.
 It is an integrated approach to achieve long
term goals like creating, maintaining and
retaining the customers.
 Stresses on needs of buyer
Selling
 Selling is confined to persuasion of
consumers to buy firm’s goods and
services.
 Selling starts after the production
process is over and ends with the
handing over the money to the seller by
the buyer.
 Focus is on earning profit through
maximization of sales.
 Fragmented approach to achieve short-
term gain.
 All activities revolve around the product
that has been produced.
 Stresses on needs of the seller

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Marketing is an Exchange
Marketing is an exchange relationship between
producers and consumers
Five conditions must be satisfied for any kind of exchange to take place:
 There must be at least two parties (a buyer and a seller).
 Each party must have something the other party values.
 Each party must be able to communicate with the other party and
deliver the goods or services sought by the other trading party.
 Each party must be free to accept or reject the other’s offer.
 Each party must want to deal with the other party .

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Importance of marketing
 Marketing helps in making products available at all
places and throughout the year.
 Marketing plays an important role in the development
of the economy.
 Marketing helps the business in increasing its sales
volume, generating revenue and ensuring its success in
the long run.
 Marketing helps business to keep pace with the
changing tastes, fashions, preferences of the customers.
 Marketing also helps the business in meeting
competition most effectively.

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Objectives of marketing
 Provide satisfaction to customers.
 Increase in demand.
 Provide better quality product to the customers.
 Create goodwill for the organization.
 Generate profitable sales volume.

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Marketing Process
A series of steps that allow organizations to identify customer,
analyze market problems, opportunities, and create marketing
materials to reach the desired audience
I. Marketing strategy
II. Marketing planning
III. Marketing implementation
IV. Monitoring and auditing
V. Analysis and research

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Strategy formulation
A marketing strategy is all of a company’s marketing goals
and objectives combined into a single comprehensive plan
 The development of the broadest marketing/business strategies with
the longest term impact
 All of the functional strategies must fit together into a business
strategy.
 To achieve a solid positioning of the product/service offering that
contains a clear ‘benefit promise’ to the consumer which is
differentiable from the offers of the competition and which thus
positions the firm well for potential competitive responses to its
actions.

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Marketing strategy
 Strategic planning involves an analysis of the company's
strategic initial situation prior to the formulation.
 All companies need strategies to meet changing markets. No
one strategy is best for all companies. Each company must find
the way that makes most sense, given its situation,
opportunities, objectives and resources.
 Strategic marketing concerns the choice of policies aiming at
improving the competitive position of the firm, taking account
of challenges and opportunities proposed by the competitive
environment.

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Plans strategies
Due to fast-changing environment companies usually prepare annual plans, long-
range plans and strategic plans:
 Annual plan—A short-term plan that describes the company’s current situation,
its objectives, the strategy, action programme and budgets for the year ahead,
and controls.
 Long-range plan—A plan that describes the principal factors and forces affecting
the organization during the next several years, including long-term objectives, the
chief marketing strategies used to attain them and the resources required.
 Strategic plan—A plan that describes how a firm will adapt to take advantage of
opportunities in its constantly changing environment, thereby maintaining a
strategic fit between the firm’s goals and capabilities and its changing market
opportunities.

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The strategic plan components
Section Purpose
1 The mission
A statement of the organization's purpose – what it wants to
accomplish in the wider environment.
2
The strategic
objectives
The company’s mission needs to be turned into strategic
objectives to guide management, should have objectives and be
responsible for reaching them.
3 The strategic audit
It is the intelligence used to build the detailed objectives and
strategy of a business. It has two parts: the external audit and the
internal audit.
4 SWOT analysis
A distillation of the findings of the internal and external audits
which draws attention to the critical organizational strengths and
weaknesses and the opportunities and threats facing the company.
5 Portfolio analysis
A tool by which management identifies and evaluates the various
businesses that make up the company.
6 Market orientation
The role that marketing plays within a company varies according
to the overall strategy and philosophy of each firm.

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SWOT analysis
A distillation of the findings of the internal and external audits which
draws attention to the critical organizational strengths and weaknesses
and the opportunities and threats facing the company.
 It helps you understand internal and external factors. This will have the biggest
influence on whether you reach your marketing goals.
 It is a framework used in strategic planning and marketing.
 It provides you with the knowledge to create plans to improve your business.

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Strengths
Company Strengths: This could be used to combat those threats in the
market where competing technologies may make the company’s
product offering obsolete.
e.g.
 High-quality products
 Strong R&D
 Strong engineering
 Good sales network

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Weaknesses
Eliminate Weaknesses: The company should focus on
e.g. eliminating its weakness of long delivery times.
e.g.
 Long lead times
 High manufacturing costs
 Slow to respond to customer requests
 Slow to respond to market trends

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Opportunities
Capitalize on Opportunities represented by the market’s growth.
After all, the company can’t close orders if it takes too long to
ship finished goods.
e.g.
 Market is growing
 R&D projects required
 Customized products needed by market
 Regulations and restrictions are easing

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Threats
Minimize Threats: The company might work on its weakness of high
costs in order to make sure the threat posed by its competition is
minimized.
e.g.
 Susceptible to overseas competitors
 Increased competition
 New technologies making products obsolete
 Competitors have fresher ideas

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Marketing Orientations or Concepts
The role that marketing plays within a company
varies according to the overall strategy and
philosophy of each firm
 There are five alternative concepts under which organizations
conduct their marketing activities:
1. Production concept
2. Product concept
3. Selling concept
4. Marketing concept
5. Societal marketing concepts

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1. Production concept
 A production orientation is a philosophy that focuses on the
internal production or manufacturing capabilities of the firm
rather than on the desires and needs of consumers.
 The philosophy that:
Consumers will favor products that are available
and highly affordable
and that management should therefore focus on improving
production and distribution efficiency.
 Sometimes a firm is very fortunate and what it can best produce
is exactly what consumers (the market) want at the time.
 When competition is weak or demand exceeds supply, a
production-orientated firm can survive and even prosper.

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2. Product concept
 The product orientation era started once most firms had sorted out
their production-related problems and consequently shifted their
attention from improving production processes to improving
product features and product quality.
 The philosophy that consumers will favor products that offer the
most quality, ‘A good product will sell itself’.
 Business firms who operate under a product orientation believe
that they will be successful if they manufacture a good quality
product, regardless of the impact of other influences.
 They do not do any research to determine what consumers want in
a product or try to involve them in the design process.
 The problem with this strategy is that ignoring customer needs is
often fatal.

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3. Selling concept
 The sales orientation era started when business firms
increased their production capabilities and capacity to such
an extent that they sat with surplus goods they could not
sell.
 The idea that Consumers will buy products only if the
company promotes/ sells these products
Creative advertising and selling will overcome
consumers’ resistance and convince them to buy’
 The fundamental problem with a sales orientation, as with a
production and product orientation, is a lack of
understanding of the needs and wants of consumers.
 Sales targets can never replace satisfying customer needs.

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4. Marketing concept
 The marketing concept is simple and comprises an intuitively
appealing approach to marketing. Focuses on needs/ wants of
target markets and delivering satisfaction better than
competitors
‘The consumer is king! Find a need and fill it’
 A consumer orientation assumes that consumers do not buy
products for the sake of having them, but because of the need-
satisfying properties that the products have.
 The basis of a consumer orientation is identifying,
understanding, and satisfying the needs of consumers.
 The marketing concept is based on acknowledging that
customer need satisfaction is the key in successful marketing.

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5. Societal Marketing Concept
 This important refinement of the marketing concept, called the
societal marketing concept, acknowledges that a firm exists not
only to satisfy consumer needs and wants and to meet the firm’s
objectives, but also to preserve or enhance individuals’ and
society’s long-term best interests.
 There is obviously demand for products such as cannabis and
unlicensed firearms, but they are illegal.
 Acknowledges that:
a firm exists not only to satisfy consumer needs,
but also to preserve or enhance individuals’ and
society's long-term best interests.

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The Marketing Plan
“Marketing planning is the work of setting up objectives for
marketing activity and of determining and scheduling the steps
necessary to achieve such objectives”

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Marketing strategy vs. marketing plan
Marketing strategy
 This includes an explanation of the goals a company needs to achieve with its
marketing efforts. A company’s business goals shape its strategy.
The Marketing strategy describes the ‘what‘
while the Marketing plan describes the ‘how’
Marketing plan
 A business’ marketing plan describes how it is going to achieve its marketing goals.
 “It’s the application of your strategy – a roadmap that will guide you from one point
to another.
 You should first determine ‘what’ you want to achieve, and then work out ‘how’ you
will do it. In other words, your marketing strategy must come before your marketing
plan.
Before I decide, whether to travel on foot or horseback, I need to
determine where I want to go

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The Marketing Plan components
Section Purpose
1 Executive summary Presents a quick overview of the plan for quick management review.
2
Current marketing
situation
The marketing audit that presents background data on the market,
product, competition and distribution.
3 SWOT analysis
Identifies the company’s main strengths and weaknesses and the
main opportunities and threats facing the product.
4 Objectives and issues
Defines the company’s objectives in the areas of sales, market share
and profits, and the issues that will affect these objectives.
5 Marketing strategy
Presents the broad marketing approach that will be used to achieve
the plan’s objectives.
6 Action programmes
Specifies what will be done, who will do it, when it will be done and
what it will cost.
7 Marketing mix
outline specific strategies for such marketing mix elements in each
target market
8 Budgets
A projected profit-and-loss statement that forecasts the expected
financial outcomes from the plan.

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For each component identify
 How to put your plan into action
 Who will do each activity
 When it will be done
 The resources needed to carry it out
 How you will assess success
 How did we do?

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The 6 P’s of Marketing
Set of marketing tools that the firm uses to pursue
its marketing objectives in the target market
1. Product – the item or service you offer
2. Price – enough to make a profit and not too much for the
market to bear
3. Place – distribution channels where a consumer can get access
4. Promotion - how you communicate the existence of your
product or service and its benefits
5. People - staff and customers
6. Positioning - brand or corporate identity

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Product definitions
A product is anything that is capable of fulfilling
customer needs
 A bundle of attributes (features, functions, benefits, and
uses) capable of exchange or use; usually a mix of tangible
and intangible forms.
 Thus a product may be an idea, a physical entity (a good),
or a service, or any combination of the three. It exists for
the purpose of exchange in the satisfaction of individual
and organizational objectives. ama

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Products and Services
Product:
 Anything that is offered to a market for attention,
acquisition, use or consumption and that might satisfy a
want or need.
 The concept of product is not limited to physical objects –
anything capable of satisfying a need can be called a
product.
Services:
 In addition to tangible goods, products also include
services, which are activities or benefits offered for sale
that are essentially intangible and do not result in the
ownership of anything.

Differences Bet. Services and Product
Services
 Services are often intangible -acts,
deeds and cannot be physically
processed. Value lies in experience
and no transfer of title
 Usually perishable, unused portions
cannot be stored
 Quality cannot be separated from the
service provider
 Vary in quality over time and are
difficult to standardize over time
Products
 Products are often tangible objects
or things. Value lies in ownership
and use and transfer of title takes
place
 Can be stored, and unused portions
can be used later
 Quality can be differentiated from
the channel member’s quality
 Products can be standardized and
mass production and quality control
are possible

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Marketing Decisions
 Product design – features, quality
 Product assortment – product range, product
mix, product lines
 Branding
 Packaging and labeling
 Services (complimentary service, after-sales
service, service level)
 Guarantees and warranties
 Returns
 Managing products through the life-cycle

Place
“Channels of distribution”

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Place
When/where is your product is available
 Products and services have to reach their customers to be consumed.
 The channels of distribution used within the market place have evolved to match the
needs of the users of these services and they continue to be adapted to meet those
needs.
 The objective is to move the goods or services efficiently, with the lowest possible
number of intermediaries between the producer and the end user.
 As the physical distance between the two parties and the volume of goods to be
exchanged increases, it becomes necessary for producers to use the help of others to
complete the movement of the goods associated with the transaction.
 These are the intermediaries within the channels of distribution,

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Place
 There time limitations due to store hours?
 Are there shipping times associated with the
purchase? Does the distance from the customer
create an obstacle for the purchase?
 Is a retail location reselling your product? What
type of store is it? Does the store have a regular
customer base? Does partnering with the store
make sense?

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Marketing Decisions
 Strategies such as intensive distribution, selective
distribution, exclusive distribution
 Franchising
 Market coverage
 Channel member selection and channel member
relationships
 Assortment
 Location decisions
 Inventory
 Transport, warehousing and logistics

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Price
The amount of money charged for a product or service, or the sum of
the values that consumers exchange for the benefits of having or
using the product or service
 Price is the only element in the marketing mix that produces revenue; all other
elements represent costs.
 Pricing involves decisions regarding fixation of product prices, keeping in view the
product costs, the capacity of customers to pay, and the prices of the competitive
products. It is an important decision as it influences the sales and so also the profits.
 fixed-price policies – setting one price for all buyers – is a relatively modern idea that
evolved with the development of large-scale retailing at the end of the nineteenth
century.
 Dynamic pricing—Charging different prices depending on individual customers and
situations.

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Marketing Decisions
 Price strategy
 Price tactics
 Price-setting
 Allowances – e.g. rebates for distributors
 Discounts – for customers
 Payment terms – credit, payment methods

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Setting pricing objectives
As with objectives in any area of management, pricing objectives
must be clearly defined, time-specific and consistent with each other.
The four types of objectives that pricing decisions can help achieve
are:
 Income-related. How much money can be made?
 Volume-related. How many units can be sold?
 Competition-related. What share of the available business is
wanted?
 Societal. What are the responsibilities to customers and society as
a whole?
So pricing has to be done very carefully.

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Mistakes are associated with pricing
 Being too cost-oriented, i.e. biasing prices towards costs and
overlooking competitor or customer probable response patterns.
 Setting prices in isolation from other elements of the marketing
mix.
 Ignoring opportunities for differentiation.
 Setting standard prices across different market segments.
 Setting prices as a defensive response rather than an offensive
approach to market conditions.
 Holding prices nominally consistent for too long, i.e. not reviewing
pricing in line with market changes.

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Costs
Costs set the floor for the price that the company can charge for its product.
 The company wants to charge a price that both covers all its costs for producing,
distributing and selling the product, and delivers a fair rate of return for its effort
and risk.
 Fixed costs— (also known as overheads) Costs that do not vary with production or
sales level. a company must pay each month’s bills for rent, heat, interest and
executive salaries.
 Variable costs—Costs that vary directly with the level of production. vary directly
with the level of production. Each personal computer produced involves a cost of
computer chips, wires, plastic, packaging and other inputs.
 Total costs—The sum of the fixed and variable costs for any given level of
production.

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Promotion
promotion refers to any type of marketing
communication used to inform target audiences of
the relative merits of a product, service, brand or
issue, most of the time persuasive in nature
 It helps marketers to create a distinctive place in customers'
mind, it can be either a cognitive or emotional route.
 The aim of promotion is to increase awareness, create
interest, generate sales or create brand loyalty.
 It is one of the basic elements of the market mix

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Marketing Decisions
 Promotional mix - appropriate balance of
advertising, PR, direct marketing and sales
promotion
 Message strategy - what is to be
communicated
 Channel/ media strategy - how to reach the
target audience
 Message Frequency - how often to
communicate

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Promotional mix
1. Advertising - (via an advertisement in a chosen advertising medium)
2. Publicity - (via a news release to chosen news media)
3. Direct marketing – “via any person-to-person communication medium”
4. Sponsorship – “via association with an entity, event or activity”
5. Exhibitions – “via display and the presence of sales representatives on an
exhibition stand, delivering exposure to visiting potential customers”
6. Packaging – “via display, guaranteeing exposure to customers at the point of sale”
7. POS “Point-of-sale” merchandizing – “via various forms of display”
8. Sales Promotion – “via a diverse range of initiatives not so far defined”
9. Personal selling – “via a sales pitch made by a sales representative to a ‘prospect’
or by a retail sales assistant to a customer”

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A promotional mix checklist
 Target: Can this option reach the right audience?
 Message: Can it deliver this kind of message?
 Price: What will we be charged to use it?
 Cost: What will it cost us produce the material?
 Receptivity: Will the audience accept the message?
 Modulation: Will the vehicle affect their ‘reading’ of it?
 Measurability: Can we reliably assess effectiveness?

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Staff
 Staff recruitment and training
 Uniforms
 Scripting
 Queuing systems, managing waits
 Handling complaints, service failures
 Managing social interactions

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Customers
 Who are your customers?
 Will they buy your product or service?
 What will they pay?
 Who are your competitors and what do they offer?
 What is your point of difference?
 What is the size of the market and what share can
you expect?
 What are the barriers for your customers?

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Create the customers
 Identifying customer needs
 Designing goods and services that meet those needs
 Communication information about those goods and
services to prospective buyers
 Making the goods and services available at times and
places that meet customers’ needs
 Pricing goods and services to reflect costs,
competition and customers’ ability to buy
 Providing for the necessary service and follow-up to
ensure customer satisfaction after the purchase

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Needs
Needs:
 The most basic concept underlying marketing
is that of human needs.
 Human needs are states of felt deprivation.
 Human have many complex needs:
• Physical needs for food, clothing, warmth,
and safety
• Social needs or belonging and affection
• Individual needs for knowledge and self –
expression
Maslow's Hierarchy of Needs

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Wants
Wants:
 Want are the form taken by human needs as
they are shaped by culture and individual
personality.
 People have almost unlimited wants but
limited resources.
 They want to choose products that provide
the most value and satisfaction for their
money.

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Demands
Demands:
 When backed by buying power, wants become
demands.
 Consumers view products as bundles of
benefits and choose products that give them
the best bundle for their money

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Satisfaction
Customer satisfaction is the feeling that a
product has met or exceeded the
customer’s expectations
 Customer satisfaction depends on a product’s
perceived performance in delivering value relative
to a buyer’s expectation.
 If the product’s performance falls short of the
customer’s expectations, the buyer is dissatisfied.
When maximizing customer satisfaction is the goal, the
firm needs to know how well it is meeting customer
expectations. Customer satisfaction is the feeling that a
product has met or exceeded the customer’s
expectations

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Measuring customer satisfaction
Information about customer satisfaction can be collected in
a variety of different ways such as:
 Formal research surveys (mail, telephone, personal
interviews, focus groups, the Internet)
 An analysis customer complaint data (customer
complaint boxes, letters of complaint) or interviewing
staff (especially those who interact directly with
customers)
 The collection information about customer needs and
expectations from intermediaries such as retailers, sales
agents, and wholesalers.

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Quality
Quality:
 Customer satisfaction is closely linked to
quality.
 Quality has a direct impact on product
performance.
 Quality can be defined as “freedom from
defects”.
 TQM programs designed to constantly
improve the quality of products, services,
and marketing processes

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Marketing Positioning
Positioning in marketing is a process that
involves creating an identity/ image of the brand
or product within the target customers' minds
 Market Positioning refers to the ability to influence
consumer perception.
 Market positioning of a brand or product must be
maintained over the life of the brand or product.
 Building a positive, cohesive brand image requires
analyzing the company and its market, and determining
the company's goals, customers, and message.

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Brand
A name, term, sign, symbol or design, or a combination of
these, intended to identify the goods or services of one
seller or group of sellers and to differentiate them from
those of competitors
 The most elemental component of a marketing effort is a brand.
 “When someone thinks of my product, what comes to mind?” The
answer defines your current brand:
 branding can add value to a product.

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Branding
 Create clear message
 Create credibility
 Involve emotionally
 Motivate
 Invite user loyalty

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Branding helps buyers
 Tell the buyer something about product quality. Buyers who
always buy the same brand know that they will get the same
quality each time they buy.
 Increase the shopper’s efficiency. Imagine a buyer going into a
supermarket and finding thousands of generic products.
 Help call consumers’ attention to new products that might
benefit them.
 Becomes the basis upon which a whole story can be built about
the new product’s special qualities.

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Brand name selection
Selecting the right name is a crucial part of the marketing
process. A good name can add greatly to a product’s success.
 It should suggest something about the product’s benefits
and qualities.
 It should be easy to pronounce, recognize and remember.
Short names help.
 The brand name should be distinctive.
 The name should translate easily (and meaningfully) into
foreign languages.
 It should be capable of registration and legal protection.
Once chosen, the brand name must be registered with the
appropriate Trade Marks

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Identity
Brand identity is the visible elements of a brand,
such as color, design, and logo, that identify and
distinguish the brand in consumers' minds
 Identity theory offers marketers a rich source of insights on
how consumers relate to brands and products as both
expressions of their unique selves and their affiliations with
others.
 Building a positive brand image can bring in consistent
sales and make product roll-outs more successful.
 Brand identity is distinct from brand image.
 A successful brand can be one of the company's most
valuable assets.

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Fundamental aspects
five basic principles
 Salience – Circumstances that make a given identity more salient for an individual
spur identity-linked judgement and action.
 Verification – Consumers actively monitor their identities and strategically use
products to validate and fully enact desired identities. This leads to systematic
compensatory consumption.
 Association – Products associated with a desired consumer identity frequently
receive more positive evaluations and absorb other identity-content.
 Conflict – In today’s connected world, individuals reduce conflict across multiple
identities by managing their relative salience in different contexts.
 Relevance –identify several ways identity can be relevant for individuals in relation
to objects, symbols, goals, actions and evaluations.

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Marketing Implementation
Implementation turns strategic plans into actions that will achieve
the company’s objectives
 People in the organization who work with others, both inside and outside the
company, implement marketing plans.
 Marketing planning addresses the whatand whyof marketing activities,
 Implementation addresses the who, where, when and how.
 People at all levels of the marketing system must work together to implement
marketing plans and strategies.
 Marketing implementation strategy will help you outline the actions of your team in
fixed timeframes and help bring your marketing plan to life in the most efficient
way.

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Considerations
Implementation:
Where Most Marketing Plans Go to Die.
 No marketing program will succeed if it is not
implemented properly.
 Obtain the support of all the people and
institutions who will be involved,
 Time all aspects of the program so that they are
synchronized to precision,
 Retain some flexibility in the program to adjust to
changes in the market environment.

84
Marketing Implementation steps
1. Set the right expectations.
2. Build the team and secure resources.
3. Communicate the plan.
4. Build out timeline and tasks.
5. Set up a dashboard for tracking success.
6. Monitor and check-in regularly.
7. Be willing to adapt.
8. Communicate results and celebrate success!

86
Monitoring
 Monitor and implement promotional activity against
communication objectives in the marketing plan
 Monitor product, pricing and distribution decisions
against organizational policy and the objectives of the
marketing plan
 Monitor marketing results against targets in the
marketing plan
 Monitor marketing revenue and costs against budget,
and analyze record variations
 Prepare and present marketing reports that indicate
ongoing progress towards marketing objectives

87
Monitoring data AND measuring data
 One of the mistakes that businesses make most
consistently is not taking advantage of both
monitoring data AND measuring data.
 The sole difference between monitoring and
measuring is whether the data you are trying to
learn from is qualitative or quantitative.
 Qualitative data, however, is not so cut and dry.
There is interpretation, perspective, and
opinion that can be color and bias the nature of
qualitative data.

88
Marketing audit
 Marketing audit - where are you now?
 A full review of your company’s marketing and
communication really helps to understand where your
business is from a marketing perspective.
 A marketing audit analyses the business objectives and
understands what it is the business is trying to achieve and
allows management to make informed decisions on their
future marketing direction.
 A marketing audit is often used by a company reviewing its
business strategy. A marketing audit can inform management
with an invaluable customer and market insight, vital to help
them set realistic business objectives.

89
Marketing audit include:
1. A SWOT analysis
2. Customer and prospect research
3. Competitor analysis
4. Market overview – external factors covering a
PESTLE analysis
5. Marketing overview of your Internal factors
assessing levels of internal communication

90
4. External factors covering a PESTLE analysis
The PESTEL analysis model is very useful for identifying the
factors that will effect the decisions of your company.
• Political factors
• Economic factors
• Social factors
• Technological factors
• Environmental factors
• Legal factors

91
5. The Internal Marketing Environment
 What resources does your company have for marketing & sales?
• People and budgets
 What promotional material do you use? How do you use it? How often?
 What is the state of your customer relationship database? How could it
be used more? How could it be improved?
 What is your web site like?
• How is it performing?
• What are the key messages?
• Are the key words working?

93
Marketing research
marketing research The process of collecting, analyzing,
and reporting marketing information that can be used
to improve a company’s bottom line
 Marketing research is done on an as-needed or project basis.
 It can be help companies avoid making mistakes.

94
Marketing information systems
Marketing information system (MIS) A system, either paper or
electronic, used to manage information a firm’s marketing
professionals and managers need to make good decisions
Marketing information system should include the following components:
 A system for recording internally generated data and reports
 A system for collecting market intelligence on an ongoing basis
 Marketing analytics software to help managers with their decision making
 A system for recording marketing research information

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Steps in the marketing research process
 Step 1: Define the Problem (or Opportunity)
 Step 2: Design the Research
 Step 3: Design the Data-Collection Forms
 Step 4: Specify the Sample
 Step 5: Collect the Data
 Step 6: Analyze the Data
 Step 7: Write the Research Report and Present Its Findings

Marketing research benefits
 Developing product ideas and
designs
 Determining if there is demand
for your product so you know
whether or not to produce it
 Identifying market segments
for your product
 Making pricing decisions
 Evaluating packaging types
 Evaluating in-store promotions
 Measuring the satisfaction of
your customers
 Measuring the satisfaction of
your channel partners
 Evaluating the effectiveness of
your Web site
 Testing the effectiveness of ads
and their placement
 Making marketing channel
decisions

Thanks
gamal_a_hamid@hotmail.com

Marketing

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