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Marketing
This document provides an overview of key marketing concepts. It defines marketing as meeting customer needs at a profit. The document distinguishes between marketing, sales, and advertising. It also discusses the marketing process, including marketing research, segmentation, targeting, positioning, and the marketing mix of product, price, place, and promotion. The marketing mix is also presented using the four Cs framework of customer value, cost, convenience, and communication. The document concludes with an introduction to customer relationship management.
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Marketing
- 1. Marketing Abdel khalekMamdouh Abdel aziz
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- 4. ايه اللي جابكهنا؟
- 5. Outline • Whatis Marketing? • What is the different between Marketing & Sales & Adv.? • Need & Want & Demand. • What is Marketing process? • Marketing Research • Marketing Strategy • Marketing Mix • Customer Relationship Management
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- 8. What is Marketing? • Meeting the needs of your customer at a profit
- 9. What is thedifferent between Marketing & Sales? Sales Starting Focus Means Ends Point Marketing Profit through sales volume Selling & Promotion Existing products Factory Starting Focus Means Ends Point Profit through customer satisfaction Integrated marketing Customers need Market
- 10. What is thedifferent between Marketing & Adv.? • Advertisements are part of “Promotion Mix” • Promotion Mix is a part of “Promotion” • Promotion is a part of “Marketing Mix” • Marketing Mix is a part of “Marketing Process” So Adv. is part form part from part from part of marketing
- 11. Need & Want& Demand
- 12. Need • Statesof felt deprivation
- 13. Want • Theform human need takes as they are shaped by culture and individual personality
- 14. Demand • HumanWants that are backed by buying power
- 15. So can weCreate Need ?
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- 18. Marketing Research •What is Marketing Research ? • What is types of data ? • What is the main type of Marketing Research?
- 19. What is Marketing Research ? • Marketing research is the function that links the consumer, customer, and public to the marketer through information--information used to identify and define marketing opportunities and problems; generate, refine, and evaluate marketing actions; monitor marketing performance; and improve understanding of marketing as a process.
- 20. Con. Marketing researchspecifies the information required to address these issues, designs the method for collecting information, manages and implements the data collection process, analyzes the results, and communicates the findings and their implications.
- 21. What is typesof data ? Primary Data •Collect for first time •High cost Secondary Data •Collect by some one before •Low cost
- 22. What is themain type of Marketing Research? • Survey • Focus Groups • Observation • Online Marketing Research • Online Focus Group • Sampling
- 23. Marketing Strategy (STP) • S = Segmentation • T= Targeting • P= Position
- 24. Segmentation Definition: “Dividing a market into different groups with similar needs, characteristics, or behaviors”
- 25. Segmentation Geographic DemographicPsychographic Behavioral •Country •City •Climate •Density •Region •Age •Nationality •Religion •Occupation •Gender •Social Class •Lifestyle •Personality •Occasions •Attitude toward product •Loyalty status •Usage rate •User status
- 26. Targeting Definition: •“The process of evaluating each market segment’s attractiveness and selecting one or more segment to enter.”
- 27. Targeting M1 M2M3 Single segment Concentration M1 M2M3 P1 P2 P3 Selective Specialization M1 M2M3 P1 P2 P3 Product Specialization M1 M2M3 P1 P2 P3 Market Specialization M1 M2M3 P1 P2 P3 Full Market Coverage P1 P2 P3
- 28. Position • Definition:- • The place the product occupies in consumers’ minds relative to competing products.”
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- 30. Marketing Mix 4P’s 4 C’s Product Customer Value Price Cost Place Convenience Promotion Communication
- 31. Product / Customer Value • Means the goods and services combination the company offers to the target market
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- 34. Price / Cost • “The amount of money charged for a product or service.”
- 35. Prancing Strategies •Penetration Pricing (kolo bta3 kolo) • Market Skimming (el keraza) • Psychological Pricing • Competition Pricing • Cost +
- 36. Place/ Convenience •Definition: The place is where you can expect to find your customer and consequently, where the sale is realized. Knowing this place, you have to look for a distribution channel in order to reach your customer.
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- 39. Important Question ? Why Place not Distribution ?
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- 41. Promotion • Promotionsrefer to the entire set of activities, which communicate the product, brand or service to the user. The idea is to make people aware, attract and induce to buy the product, in preference over others.
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- 43. Customer Relationship Management • How to keep your customer loyal for you brand and your company
- 44. زرونا تجدوا مايسركم 01093457248 Abdel_khalik@hotmail.com