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. For more information, visit richardsaad.me

1. 1
Introduction
Marketing

2. - What ismarketing?
- The marketingconceptand model
- The consumer behavior
- The marketresearch
- The segmentationandpositioning
- The creative process
The 4 Ps
- The brand and product/service
- The promotion
- The price
- The distribution(Place)
2
Marketing > Agenda

3. 3
What is marketing?

4. 4
What is Marketing?> Definition
“Marketing is the activity, set of institutions,and
processes forcreating,communicating,delivering,
and exchanging offeringsthathave value for
customers,clients, partners, and society at large.”
— AmericanMarketingAssociation

5. “There willalwaysbe a needforsome selling.But the aimofmarketingisto make
sellingsuperfluous.The aim ofmarketingisto know andunderstand the customer
so wellthat the product orservice fitshimand sellsitself.Ideally,marketingshould
resultin a customerwho isready to buy.Allthat shouldbe neededisto make the
product orservice available.”
5
Peter Drucker
What is Marketing?> Definition

6. 6
1800 -1920:
The production era
1920 - Second World War:
The sales era
Afterthe Second World War:
The differentiation era
1950 - 1990 :
The segmentation era
Today:
The value creation era
What is Marketing?> Evolution

7. 7
The marketing concept& model

8. 8
The marketing concept and model > Concept
Organization MarketMarketing
Explore value
Creating,communicatingand delivering
the value

9. 9
Analysis
Planning
Objectives
Budget
KPI
Insights
Primary data
Secondary data
Need
Demand
Segment
Consumer
Price
Product
Promotion
Place/Distribution
Marketresearch
Organization Market
Mix marketing
- Organizationalvision&strategy
- Capabilities&resources
- Competitivelandscape
- Industry dynamic
The marketing concept and model > Model

10. 10
Analysis
Planning
Objectives
Budget
KPI
Insights
Primary data
Secondary data
Need
Demand
Segment
Consumer
Price
Product
Promotion
Place/Distribution
Marketresearch
Organization Market
Mix marketing
- Organizationalvision&strategy
- Capabilities&resources
- Competitivelandscape
- Industry dynamic
The marketing concept and model > Model
Value

11. 11
What isit?
Value
The marketing concept and model > Value

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Consumer
Value = benefits– [price + allocatedtime + psychologicalfatigue]
Sacrifice
The marketing concept and model > Value

13. 13
Organization
value = sellingprice – [productioncost+ marketingcost]
Sacrifice
The marketing concept and model > Value

14. 14
The marketing concept and model > Value
How do we measure it?
Value

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Customer’s
expectation
Cost that an
organization
has to invest
to meet the
expectation
Value ismeasuredby the levelofsatisfactionandloyalty.
Satisfactionisa prerequisite to loyalty.
Value
The marketing concept and model > Value

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Thank you
Richard Saad
rsaad@become-remarkable.com
514-690-7178