objectives history of marketing. define marketing. discuss the importance of marketing. marketing...
TRANSCRIPT
Objectives
•History of marketing.
•Define marketing.
• Discuss the importance of marketing.
•Marketing process.
•Describe components of a marketing plan.
• Provide keys marketing concepts.
““Stand out of the crowd”Stand out of the crowd”
Historical background 25 years agooooo Remember !!!!!!!!!!!!!!!!
ChocolateFoodsCars Fashion
What is marketing?
“Identifying and satisfying consumers needs, profitably ”
““Stand out of the crowd”Stand out of the crowd”
““Stand out of the crowd”Stand out of the crowd”
This Is a Need:
Needs - state of felt deprivation including physical, social, and individual needs.
““Stand out of the crowd”Stand out of the crowd”
Needs, Wants, and Demands
Types of Needs
Physical:
Food, clothing, shelter, safety
Social:
Belonging, affection, financial
Spiritual :
( ISLAM)““Stand out of the crowd”Stand out of the crowd”
Needs, Wants, and Demands (contd.)
This Is a Want:Wants - form that a
human need takes, as
shaped by culture and
individual personality.
““Stand out of the crowd”Stand out of the crowd”
Needs, Wants, and Demands (contd.)
“Demand”
Wants Buying Power
““Stand out of the crowd”Stand out of the crowd”
Needs, Wants, and Demands (contd.)
Imagine that you are the principle of a new kinder garden school. Your role is to develop the best way to convey knowledge to children. You must satisfy all needs children have so you can develop a proper educational system.
The future school !
““Stand out of the crowd”Stand out of the crowd”
ConceptIt’s a NEED!Situations?Is it a type of marketing?
ExamplesHow did they succeed?Follow the path, uniquely
““Stand out of the crowd”Stand out of the crowd”
ConceptIt’s getting your messageacross, clearly
Why do we need it?
SET your Objectives…
““Stand out of the crowd”Stand out of the crowd”
““Stand out of the crowd”Stand out of the crowd”
ONE of the most stressful speaking situations!
““Stand out of the crowd”Stand out of the crowd”
GAME
““Stand out of the crowd”Stand out of the crowd”
What’s common?
““Stand out of the crowd”Stand out of the crowd”
EXAMPLES
““Stand out of the crowd”Stand out of the crowd”
Follow the path to your FutureBe yourself
Be positive
Talk with pride
You’re the expert
““Stand out of the crowd”Stand out of the crowd”
After all…Market With Confidence
““Stand out of the crowd”Stand out of the crowd”
Overlapping concepts
The selling concept
The marketing concept
““Stand out of the crowd”Stand out of the crowd”
““Stand out of the crowd”Stand out of the crowd”
Overlapping concepts (contd.)
Latest technology mobile phone( with GPS & GPRS ) :
Business mobile phone :
Girlish style mobile phone : Sports + musical mobile phone :
Nokia N95
Nokia 5700 XpressMusicNokia 7373
Nokia E65
““Stand out of the crowd”Stand out of the crowd”
Overlapping concepts (contd.)
• The selling concept:
“Consumers will not buy enough of your product if you leave them alone”
Focus
NOKIA
““Stand out of the crowd”Stand out of the crowd”
Overlapping concepts (contd.)
• The marketing concept:
“Foundation = market = people = needs”
Integrating all the organization’s activities, including promotion, to satisfy these wants.
Focus
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Overlapping concepts (contd.)
It‘s all about MARKETING
•Advertising
•Marketing
•Promotion
•Publicity
•Public Relation (PR)
““Stand out of the crowd”Stand out of the crowd”
Marketing conception focuses on needs and goals rather than products Product Market Oriented Oriented
“ A bottle containing “Obey your thirst” a drink”
“Our product is healthy” “ Fat vs. Thin”
“ Our AC is durable” “ A story”
““Stand out of the crowd”Stand out of the crowd”
Marketing MyopiaSellers pay more
attention to the specific products they offer than to the benefits and experiences produced by the products.
They focus on the “wants” and lose sight of the “needs.”
““Stand out of the crowd”Stand out of the crowd”
A Simple Model of the Marketing Process
Needs , wants , demands
Needs , wants , demands
Marketers and prospects
Marketers and prospects
Capture value from customers
in return
ProductsValue , cost & satisfaction
ProductsValue , cost & satisfaction
MarketsMarkets
Exchange and transaction
Exchange and transaction
““Stand out of the crowd”Stand out of the crowd”
Products (Goods, Services & Ideas) Product: Is anything that can be offered
to satisfy a need or want
Product=Offering=Solution
The Marketing Process(contd.)
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Product as an IdeaProducts do not have to be physical objects.
““Stand out of the crowd”Stand out of the crowd”
The Marketing Process(contd.)
Value and Satisfaction
Expectation
Performance810
Expectation
Performance
108
Overall value = Benefits / costs
The Marketing Process(contd.)
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What is a Market?The set of actual and
potential buyers of a product.
These people share a need or want that can be satisfied through exchange relationships.
““Stand out of the crowd”Stand out of the crowd”
The Marketing Process(contd.)
Industry(sellers)
Market(Buyers)
Communication
Information
Money
Goods and Services
Where is the error ?
Market
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The Marketing Process(contd.)
Marketers and Customers Types
Marketer types: - Creative marketer- Responsive marketer
Customer types:-Potential customer-Actual customer
““Stand out of the crowd”Stand out of the crowd”
The Marketing Process(contd.)
““Stand out of the crowd”Stand out of the crowd”
Defining Target marketNeeds, wants& Demands
Market research
Segmentation Targeting Positioning
Marketing Mix4 Ps
Product Price Promotions Place
““Stand out of the crowd”Stand out of the crowd”
““Stand out of the crowd”Stand out of the crowd”
ReferencesKnowledge Academy, Mini MBA
Marketing CoursePrinciples of Marketing, 10th edition,
Philip Kotler
““Stand out of the crowd”Stand out of the crowd”