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 !!!!!!!!!!!!!!!! Chocolate Foods Cars Fashion

What is marketing? “Identifying and satisfying consumers needs, profitably ” “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.)

This Is Demand “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”

Concept It’s a NEED! Situations? Is it a type of marketing? Examples How did they succeed? Follow the path, uniquely “Stand out of the crowd”“Stand out of the crowd”

Concept It’s getting your message across, clearly Why do we need it? SET your Objectives… “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 Future Be 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”

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 XpressMusic Nokia 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 “Stand out of the crowd”“Stand out of the crowd” 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 Myopia Sellers 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 Marketers and prospects Capture value from customers in return Products Value, cost & satisfaction Products Value, cost & satisfaction Markets 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.) “Stand out of the crowd”“Stand out of the crowd”

Product as an Idea Products 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 Performance 810 ExpectationPerformance 108 Overall value = Benefits / costs The Marketing Process(contd.) “Stand out of the crowd”“Stand out of the crowd”

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 “Stand out of the crowd”“Stand out of the crowd” 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 market Needs, wants& Demands Market research SegmentationTargetingPositioning Marketing Mix 4 Ps ProductPricePromotionsPlace “Stand out of the crowd”“Stand out of the crowd”

References Knowledge Academy, Mini MBA Marketing Course Principles of Marketing, 10 th edition, Philip Kotler “Stand out of the crowd”“Stand out of the crowd”