Marketing fundamentals overview enclosing quick brief on marketing expressions and a must to know items.

1. B Y : M O H A M E D M O R S Y
M A R C H , 2 0 1 0
M O H M M A D . M O R S Y @ G M A I L . C O M
Basics of Marketing

2. THE MARKET
• The market for a product is the total number of sellers & customers and
potential customers for that product.

3. TYPES OF MARKETS
• 1- Consumer Market
Goods & services are bought by individual customers & consumers ,(mostly
from shops)

4. TYPES OF MARKETS
2- Commercial Market (B2B)
Goods & services are used by
other business to operate &
Produce goods or services
they supply
-….. More examples…. ?

5. TYPE OF MARKETS
Examples for B2B:
• Wheat for bakery
• Ford taxi & police u.s cars
• Intel microprocessors to dell

6. TYPES OF MARKETS
• 3- C2B
- When someone sells his old item to company to get a new one
• 4- C2C
- When existing consumer sells his old item to another customer

7. MARKET SHARE & MARKET SIZE
➢ Market share:
-the amount of product or
Service (usually %) that a
Business sells in a given market area
➢ Market size:
- Number of buyers & sellers in a particular market
Large market competition

8. MARKET SEGMENTATION
(WHAT?)
• Categorizing or sectioning customers & potential customers
into groups, sharing same characteristics or same level of
interest & requirements
- Dividing a heterogeneous demanding markets into homogenous groups
based on similar characteristics.

9. WHY TO SEGMENT A MARKET?
• to allow a market or sales program to focus on the prospects that are most
likely to purchase the products or services on offer
• Through creating customer profiles for each product, allowing business to
focus it`s efforts on certain segments to achieve certain objective

10. • Size, purchasing power, profiles
of segments can be measured.
• Segments can be effectively
reached and served.
• Segments are large or profitable
enough to serve.
Measurable
Accessible
Substantial
Differential
Actionable
• Segments must respond
differently to different marketing
mix elements & programs.
• Effective programs can be
designed to attract and serve the
segments.
EFFECTIVE SEGMENTATION CRITERIA

11. HOW TO SEGMENT A MARKET?
• Region
• Population density
• Climate
Demographic psychographic Behavioral
•Age
•Gender
•Family size
•Family lifecycle
•Generation
Income
•Occupation
•Education
•Ethnicity
•Nationality
•Religion
•Social class
•Activities
•Interests
•Opinions
•Attitudes
•Values
•Benefits
sought
•Usage rate
•Brand
loyalty
•User status
•Readiness
to buy

12. GUESS…!
• Which comes first…
….The Product? Or the Market……!?
...then, where is that… Marketing !?!

13. EVOLUTION OF BUSINESS
Production Era
• Prior to 1930, demand exceed supply. Competition was limited. Manufacturers
focused on making products with little concern to satisfy buyer`s needs
Sales Era
• After the stock market crash in 1929, there weren’t enough customers to buy all
the products manufactured. Companies depended heavily on sales to push their
products regardless of the buyer’s needs.
Marketing Era
Due to increased competition and customer sophistication, the marketing concept
emerged. The new philosophy emphasized customer satisfaction via satisfying
buyer’s needs

14. MARKETING
• social process, by which
individuals and groups obtain
what they need and want through
creating and exchanging
products and value
with others

15. MARKETING
• Management process that
identifies, anticipates and satisfies
customer requirements profitably

16. MARKETING
• “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.”

17. MARKETING
• 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.

18. Industry
(a collection
of sellers)
Market
(a collection
of Buyers)
Goods/services
Money
Communication
Information
EXCHANGE

19. EXCHANGE
•

20. N E E D S

21. WANTS
Needs directed to specific objects that might satisfy a need
e.g. fast food, bottled water, Jeans, etc

22. DEMANDS
Willingness & ability to pay for a product e.g. Mc Donald burger, Dasani, Levi’s
,etc
Want Buying power Demand
+ =
+ =

23. VALUE-

24. CUSTOMER SATISFACTION
• Dependent on the customer’s perceived value which translated
into product’s performance relative to a buyer’s expectations.
• ..how to make it ;)?
☺

25. PURPOSE OF MARKETING
1) Identify. Anticipate, influence & satisfy customer needs
2) Respond to changes in the market
3) Improve market share
4) Enter new markets
5) Increase awareness for products or services
6) Builds a relationship with stake holders
7) Helps boost product sales

26. MARKETING ACTIVITIES
• 1- Market Research
• 2- Product Research & development
• 3- Pricing
• 4- Promotion
• 5- Distribution

27. Q U E S T I O N S … ? ?