What Is Marketing? Marketing is only part of a business, but all of a business is marketing.

‘The right product, in the right place, at the right time, and at the right price’ Adcock et al

‘Marketing is the human activity directed at satisfying human needs and wants through an exchange process’ Kotler 1980

‘Marketing is a social and managerial process by which individuals and groups obtain what they want and need through creating, offering and exchanging products of value with others’ Kotler 1991

Marketing…What’s All the Fuss? Customers have needs Customers have needs Marketing strives to meet and satisfy those needs Marketing strives to meet and satisfy those needs

The Nature of Marketing ART SCIENCE

What is Marketing? Marketing is 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 objectives. Marketing is 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 objectives. Marketing is an organizational function and a set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders (AMA, 2004) Marketing is an organizational function and a set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders (AMA, 2004)

The Concept of Exchange Two or more parties are involved Two or more parties are involved Each seeks value to satisfy needs Each seeks value to satisfy needs Each is willing to offer something of value Each is willing to offer something of value to the other to the other

Marketing is really simple. You just have to put yourself in your prospective customer’s shoes and answer one simple question..... Marketing is really simple. You just have to put yourself in your prospective customer’s shoes and answer one simple question..... “ Why should I choose your business over every other competitor out there?”

Who really wants your product? People don’t buy needs, they buy wants.

Marketing …. is a managerial process is a managerial process aims to create voluntary exchanges aims to create voluntary exchanges comprises 4 components often referred to as the “4 P’s”: comprises 4 components often referred to as the “4 P’s”: product product pricing pricing promotion promotion place (distribution) place (distribution)

The 4 P’s of Marketing Product or Service Product or Service Price Price Position or Place (distribution) Position or Place (distribution) Promotion Promotion

Promotion Advertising تبلیغات = Advertising تبلیغات = Promotion ترویج = Promotion ترویج = Publicity انتشار = Publicity انتشار = Selling collateral تضمین فروش= Selling collateral تضمین فروش=

Price Price point for product or service Price point for product or service Includes discounts, special offers, warranties Includes discounts, special offers, warranties Compare to competitors Compare to competitors

Position or Place Where distributed Where distributed When distributed When distributed How customers buy How customers buy Where When How (catalog, phone, online, in-store)

Targeting Your Audience Who buys your product or service? Who buys your product or service? Who does not buy it? Who does not buy it? What need or function does it serve? What need or function does it serve? What else do your customers buy to satisfy that need or function? What else do your customers buy to satisfy that need or function? What price do they pay? What price do they pay? When do they buy? When do they buy? Where do they buy? Where do they buy? Why do they buy ? Why do they buy ?

طبقه بندی مشتریان Demographics مشخصات آماری = Demographics مشخصات آماری = Maslow’s Hierarchy Maslow’s Hierarchy Life Cycle چرخه زندگی = Life Cycle چرخه زندگی = Adoption Cycle چرخه پذیرش = Adoption Cycle چرخه پذیرش = Psychographics روان نگاری = Psychographics روان نگاری =

Why You Need to Market To Survive To Survive Against competitors Against competitors To Grow To Grow Access new markets Access new markets Access resources Access resources To Thrive To Thrive Increase profits Increase profits Develop new products Develop new products

What’s the plan? Your Marketing Plan is a document that shows how you are going to make your prospective customers want to buy your product or service. Your Marketing Plan is a document that shows how you are going to make your prospective customers want to buy your product or service.

Marketing Plan Requirements Customer Analysis Customer Analysis Previous Marketing Strategies Previous Marketing Strategies Other Provider Analysis Other Provider Analysis SWOT SWOT PEST PEST

Marketing Plan Requirements Putting It All Together Putting It All Together Current Marketing Strategies Current Marketing Strategies Develop Strategies Develop Strategies

Customer Analysis Who are the customers? Who are the customers? How many? (potential ones, too) How many? (potential ones, too) What do they have in common? What do they have in common? Why do they or should they use your products? Why do they or should they use your products? How do they use your products? How do they use your products? Now….Segment your markets

SWOT Analysis Strengths Strengths Weaknesses Weaknesses Opportunities Opportunities Threats Threats

PEST Analysis Political Political Economic Economic Societal Societal Technological Technological