1. Marketing Aspects and Principles

2. Objectives History of marketing Define marketing
Discuss the importance of
Marketing
Marketing process
Describe components of a
Marketing plan
Provide keys marketing concepts

3. Historical background
19th century :
1 market
Limited products
20th century

4. What is marketing?
• “identifying and satisfying consumer needs”

5. What are Consumers’ Needs, Wants, and Demands?

6. This Is a Need
Needs - state of felt deprivation including physical, social, and individual needs.

7. Types of Needs Physical: Social: Spiritual
Food, clothing, shelter, safety
Social:
Belonging, affection
Spiritual
( ISLAM)

8. This Is a Want
Wants - form that a human need takes, as shaped by culture and individual personality.

9. This Is Demand
Wants
Buying Power
“Demand”

10. MARKETING UR LIFE

11. Game

12. Why do it? 􀁺 Approximately 80% of new products and
businesses fail within three years after they
reach the market

13. Why Businesses Fail (The 3 Ms)􀁺
Money - sufficient operating capital and
cash flow
Management - skills and experience
Marketing - knowing and accessing
your customer

14. Basic definitions
Advertising
Promotion
Publicity
Public Relation (PR)
Sales
Marketing
Circus example

15. Overlapping concepts
The selling concept
The marketing concept

17. • The selling concept:
 “Consumers will not buy enough of your product if you leave them alone”
Focus
nokia

18.  “Foundation = market = people = needs”
• The marketing concept:
 “Foundation = market = people = needs”
Integrating all the organization’s activities, including promotion, to satisfy these wants.
Focus

19. Marketing conception focuses on needs and goals rather than products
Product Market
oriented oriented
7up “ A bottle containing “Obey your thirst”
a drink “
Danon “ our product is healthy” “ Fat vs Thin “
Carrier “ our AC is durable” A story

20. What are examples of good [bad] marketing?
McDonald's vs Jollibie
BAD
• Commercials that don’t tell you what the product is
• Boring song (Amazon’s commercial)
Commercial in the middle of a classic film segment

21. Capture value from customers in return
A Simple Model of the Marketing Process
Needs , wants , demands
Exchange and transaction
Products
Value , cost & satisfaction
Capture value from customers in return
Marketers and prospects
Markets

22. Capture value from customers in return
A Simple Model of the Marketing Process
Exchange and transaction
Needs , wants , demands
Products
Value , cost & satisfaction
Capture value from customers in return
Marketers and prospects
Markets

23. Product as an Idea
Products do not have to be physical objects. Here the “product” is an idea—protecting animals.

24. 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.”

25. Capture value from customers in return
A Simple Model of the Marketing Process
Exchange and transaction
Needs , wants , demands
Products
Value , cost & satisfaction
Capture value from customers in return
Marketers and prospects
Markets

26. Value and Satisfaction
Expectation
Performance 10 8
Expectation
Performance 8 10
Overall value = Benefits / costs

27. Capture value from customers in return
A Simple Model of the Marketing Process
Exchange and transaction
Needs , wants , demands
Products
Value , cost & satisfaction
Capture value from customers in return
Marketers and prospects
Markets

28. Exchange & Transaction
Act of obtaining a desired object from someone by offering something in return.
A trade of values between two parties.
One party gives X to another party and gets Y in return. Can include cash, credit, check, or barter.

29. Capture value from customers in return
A Simple Model of the Marketing Process
Exchange and transaction
Needs , wants , demands
Products
Value , cost & satisfaction
Capture value from customers in return
Marketers and prospects
Markets

30. 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.

31. Capture value from customers in return
A Simple Model of the Marketing Process
Exchange and transaction
Needs , wants , demands
Products
Value , cost & satisfaction
Capture value from customers in return
Marketers and prospects
Markets

32. Marketers and Customers
Marketer types:
- Creative marketer
Responsive marketer
Customer types:
Potential customer
Actual customer

33. GAME

35. Components of a Marketing Plan