principles of marketing . ( part one )
TRANSCRIPT
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El-Zat ُuna of
marketing
By: Mohamed Refa’t
Part One
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What is marketing• Social and managerial process by
which individuals and groups obtain what they need and want through creating and exchanging products and value with other.
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Different terms used in the definition of marketing
• Needs – it is the state of self deprivation. It is the basic reason/s or quality dimensions in a purchase.
• Wants – It is the form taken from by human needs as they are shaped by culture and individual personality.
• Demands – Human wants that are backed by buying power. It is also called expectation.
• Product – It is anything that can be offered to a market to satisfy a need or want.
• Exchange – It is an act of obtaining a desired object from someone by offering something in return.
• Value/customer Value – It is the consumer’s assessment of the overall capacity of the product or service in order to
satisfy his total needs.• Customer satisfaction – It refers to the extent to which
customer are happy with the product offered.
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Goal of the Marketing system
• Maximize Consumption• Maximize Consumer Satisfaction• Maximize Choice• Maximize Life Quality• Maximize Relationships
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Before Planning , you should Know ..
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Marketing Mix - 4P’s –
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The 4c’s related to 4p’s of marketing
• Product = Customer Solution
• Price = Customer Cost
• Place = Convenience
• Promotion = Communication
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Additional P’s in the Marketing
• People – it is maintaining and developing the employees of the company in order to offer superior service quality to its customers.
• Physical Environment – these are all visible cues that provide tangible evidence of the firm’s service quality.
• Process – it is the method and sequence of actions in the service performance.
• Profitability – the amount of sales or income generated from the operations of the business.
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Brand • It is a name, term, sign, symbol, or design
or a combination of these intended to identity the goods or services of one seller or group of sellers from those of competitors.
Video Case
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Customer Loyality
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Product Life Cycle
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Win Win Situation
خد والمعامله مات عشم عم وهات
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Buyer Decision Process
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Don't find customers for your products, find products for your
customers.” Seth Godin,
Add Value !Creat Need !
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Market Research
• The process of gathering, analyzing and interpreting information about a market, about a product or service to be offered for sale in that market .
“ علي والعبلو إيه عايز “ شوفو
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The Power Of Data !A – CollectB – Analys C – Understand D – Choice E – Decision F – Plan J – Compete
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Now ! Answer those Questions
• A - where we are now !?
• Collect information
• Now SWOT !
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SWOT Analysis
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use that information to determine
• B- Where We wanna be in the future !?
• NEXT session : • Strategic Planning• Social media Campaigns• Digital Ads