1. Introduction to Marketing Chapter One (1) Inas A.Hamid 1

2. 2  Marketing has been a part of our life since we had our first pound to spend.

3. 3  Organizations should seek to make a profit. So they have many options: High quality High price Good quality Good price Low quality High price Low quality Low price It depends on the consumer

4. The marketing concept 4 Marketing: means that an organization should seek to make a profit by serving the needs of customer groups. Organization Satisfy the customers, needs Make a profit

5. Effective marketing Effective marketing starts with: Recognition of customers, needs Production of products and services to satisfy their needs 5

6. Ops!!!!! We have a problem  Customers, needs may change in the future!!!  So, organization should focus on building long-term relationships in which initial sale is viewed as a beginning step in the process, not as end goal. 6

7. The importance of long-term relationship with customers: Long-Term relationship. Customer will be more satisfied (WOM- Loyalty- away from competitors). Organization will be more profitable. 7

8. Take care……  It cost a great deal more to acquire a new customer than to keep an old one.  Loyal customers buy more from your firm over time, so they become more profitable over time.  Loyal customers can be representatives of the products and provide positive WOM.  Loyal customers are often willing to pay more for the quality and value they desire. 8

9. What is marketing?  An organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationship in ways that benefit the organization and its stakeholders. 9

10. Major types of marketing Service  Marketing designed to create exchanges for intangible products. 10

11. Person  Marketing designed to create favorable actions toward persons. 11

12. Place  Marketing designed to attract people to places 12

13. Cause  Marketing designed to create support for ideas, causes, or issues or to get people to change undesirable behavior. 13

14. product Marketing designed to create exchanges for tangible products. 14

15. Organization Marketing designed to attract donors, members, participants, or volunteers. 15

16. Marketing planning Situation analysis Marketing objectives Target market selection Marketing mix Implementation and control 16

17. 1- Situation analysis  Analyzing and monitoring the position of the firm in terms of its past and present for predicting the future situation. The situation analysis can be divided into six major areas of concern: 17

18. The Political Env. The Cooperative Env. The Social Env. The Legal env. The competitive Env. The Economic Env. Dimensions of the Marketing environment 18

19. 19 analyzed Each of these areas should be analyzed & the resulting information can help in :  identifying  identifying opportunities, threats to organization's, strengths, and weakness.  Serve  Serve the target market

20. The cooperative environment. All firms and individuals who have interests in achieving the objectives of the organization such as; suppliers, resellers, distributers, employees, departments ……….. 20

21. 21 The competitive environment. What other firms in the industry that rival the organization for both sales and resources.

22. 22 The Economic Environment: The overall economy, including business cycles, consumer income and spending patterns.  Inflation, unemployment levels can limit the size of the market. Rental services less expensive products

23. 23  The social environment. Marketers describe this environment in terms of who the people are??? General culture, traditions, norms, attitudes of people in the society. Also age, education, marital status

24. 24  The Political and legal environment. The laws, regulations, and political pressures affecting marketers. Laws and regulations can limit marketing activities or be a source of opportunity for organizations that provide goods and services.

25. assignment 1- Imagine that you want to open an Italian restaurant in Egypt that will sell a variety of pasta dishes. Analyze the Egyptian market according to the six dimensions of marketing environment. If you were a marketer with a travel agency that focused on international adventure travel, what demographic trends would you research before introducing new trips or tours? 25