Marketing

1. (Marketing)
NAME / MOHAMED MORSY ELSAIED (51015312)
Supervised Dr. Doaa Talha
T.A. Amna Saied
Eng. Karim Saied

2. 1
Marketing In General
 What is a market?
o A market consists of all the potential customerssharing a particular need or want who might
be willing and able to engage in exchange to satisfy that need or want” (Philip Kotler).
 Marketing is a very quickly developing discipline and that is why it is very important for a company
to be flexible enough in following new trends, which can change from day to day, and following
customer needs, which are gradually higher and higher.
 Marketing goal is not only to increase market share,profitability or gain
further customers at the expense of the direct competition, but also to have a long-term strategic
development
 What is the goal of marketing?
o Attract new customers by promising superior value.
o Keep and grow current customers by delivering satisfaction
 The Marketing Process
o Understand the marketplace and customer needs and wants.
o Design a customer-driven marketing strategy.
o Construct an integrated marketing program that delivers superior value.
o Build profitable relationships and create customer delight.
o Capture value from customers to create profits and customer quality.
 Needs, Wants, and Demands
 Need: State of felt deprivation including physical, social, and individual needs.
o Physical needs: Food, clothing, shelter, safety
o Social needs: Belonging, affection
o Individual needs: Learning, knowledge, self-expression
OLD view of marketing:
Making a sale—“telling and selling”
NEW view of marketing:
Satisfying
customer needs

3. 2
 Want: Form that a human need takes,as shaped by culture and individual personality.
o Wants + Buying Power = Demand
 Needs & wants are fulfilled through a Marketing Offering:
o Products: Persons,places, organizations, information, ideas.
o Services: Activity or benefit offered for sale that is essentially intangible and does not
result in ownership.
o Experiences: Consumers live the offering.
 Customer Value and Satisfaction
 Dependent on the product’s perceived performance relative to a buyer’s expectations.
 Care must be taken when setting expectations:
o If performance is lower than expectations, satisfaction is low.
o If performance is higher than expectations, satisfaction is high.
 Customer satisfaction often leads to consumer loyalty.
Some firms seek to DELIGHT customers by exceeding expectations.
 Marketing Management
 The art and science of choosing target markets and building profitable relationships with them.
o Requires that consumers and the marketplace be fully understood.
o Aim is to find, attract,keep, and grow customers by creating, delivering, and
communicating superior value.
 Marketing managers must consider the following, to ensure a successfulmarketing strategy:
o What customers will we serve?
o What is our target market?
o How can we best serve these customers?
o What is our value proposition?

4. 3
 Market Segmentation
o Meet consumer needs more precisely
o Increase profits
o Segment leadership
o Retain customers
o Focus marketing communications
 Evaluating Market Segments
 Segment size and growth:
o Analyze current segment sales, growth rates,and expected profitability.
 Segment structural attractiveness:
o Consider competition, existence of substitute products, and the power of buyers and
suppliers.
 Company objectives and resources:
o Examine company skills and resources needed to succeed in that segment.
o Offer superior value and gain advantages over competitors.

5. 4
 Market targeting
o Evaluating marketing segments.
Segment size, segment structural attractiveness,and company objectives
and resources are considered.
o Selecting target market segments.
Alternatives range from undifferentiated marketing to micromarketing.
o Being socially responsible.

6. 5
 Summary