1. Principles Of Marketing
Group Members
Ibrahim Alabdulkader
Hasan Mirah
Hisham Alghamdi
Wisam Al-Jeshi

2. Outlines Business markets and business buyer behavior.
Customer-Driven Marketing strategy.
Products, Services, and Brands.
New Product Development.

3. Business markets and business buyer behavior
Major types of buying situations.
Major influences on business buyers.
The business buying process.
Institutional and government markets.

4. Business Markets
Market Structure and Demand: Fewer, larger buyers, geographically concentrated, demand derived from consumers, Inelastic demand, fluctuating demand.
Nature of the Buying Unit: More buyers, More professional purchasing effort.
Types of Decisions & the Decision Process: More complex decisions, Process is more formalized, Buyer and seller are more dependent on each other, Build close long- term relationships with customers

5. Major Types of Buying Situations
In a straight rebuy: The buyer reorders something without modification.
A modified rebuy: Occurs when a company wants to buy the same type of product it has in the past but make some modifications to it.
A new task: When a company is buying a product or service for the.

6. Major Influences on Business Buyers
Environmental Factors: Economic, technological, political, competitive & cultural.
Organizational Factors: Objectives, policies, procedures, structure, & systems.
Interpersonal Factors: Authority, status, empathy & persuasiveness
Individual Factors: Age, education, job position, personality & risk attitudes

7. The Business Buying Process
Problem Recognition.
General Need Description.
Product Specification.
Supplier Search.
Proposal Solicitation.
Supplier Selection.
Order Routine Specification.
Performance Review.

8. Institutional and Government Markets
The institutional market consists of schools, hospitals, homes, prisons, and other institutions that provide goods and services to people in their care.
The government market offers large opportunities for many companies, both big and small.
Government organizations are major buyers of goods and services.

9. Customer-Driven Marketing strategy
Market Segmentation.
Market Targeting.
Differentiation and Positioning

10. Market Segmentation Geographic Segmentation. Demographic Segmentation.
Age and Life-Cycle Segmentation.
Gender Segmentation.
Psychographic Segmentation.
Behavioral Segmentation

11. Market Targeting. Evaluating Market Segments.
Selecting Market Segments:
Undifferentiated Marketing.
Differentiated Marketing.
Concentrated Marketing.
Micromarketing.
Socially Responsible Target Marketing.

12. Differentiation and Positioning
Positioning Maps
Choosing a Differentiation and Positioning Strategy:
Identifying Possible Value Differences and Competitive Advantages.
Choosing the Right Competitive Advantages
Selecting an Overall Positioning Strategy Developing a Positioning Statement
Communicating and Delivering the Chosen Position

13. Products, Services, and Brands
What is product and services?
Levels of Product and Services.
Product and service decision.
Services Marketing

14. What is product and services?
A product: is anything that can be offered to a market for attention, acquisition, use, or consumption that might satisfy a want or need.
Services: are a form of product that consists of activities, benefits, or satisfactions offered for sale that are essentially intangible and do not result in the ownership of anything.

15. Levels of Product and Services
Product planners need to think about products and services on three levels.  
Core customer value, which addresses the question, What is the buyer really buying?
Actual product.
Augmented product, which is created around the core benefit and actual product by offering additional consumer services and benefits.

16. Product and Service Decision.
Product Quality: is creating customer value and satisfaction.
A brand: is a name, term, sign, symbol, or design, or a combination of these, that identifies the maker or seller of a product or service.
Packaging: involves designing and producing the container or wrapper for a product.
Labeling: Labeling also raises concerns.
Product Support Services: The first step is to survey customers periodically to assess the value of current services and to obtain ideas for new ones.

17. Services Marketing
Services account for close to 79 percent of U.S. gross domestic product.
Services make up 64 percent of gross world product.

18. New Product Development and Product Life-Cycle Strategies
New product development strategy and process.
Managing new product development.
Product life-cycle strategies.
Additional product and service considerations.

19. New product development strategy and process.
Idea Generation.
Idea Screening.
Concept Development and Testing.
Marketing Strategy Development.
Business Analysis.
Product Development.
Test Marketing.
Commercialization.

20. Managing new product development.
Customer-Centered New-Product Development.
Term-Based New-Product Development.
Systematic New-Product Development.

21. Product life-cycle strategies.
Introduction Stage.
Growth Stage.
Maturity Stage.
Decline Stage.

22. Additional product and service considerations.
Product Decisions and social responsibility.
International Product and Services Marketing

23. Thank you