Transcript Stand out of the crowd

Objectives
•History of marketing.
•Define marketing.
• Discuss the importance of marketing.
•Marketing process.
•Describe components of a marketing plan.
• Provide keys marketing concepts.
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Historical background
 25 years agooooo
 Remember !!!!!!!!!!!!!!!!
 Chocolate
 Foods
 Cars
 Fashion
What is marketing?
“Identifying and satisfying consumers needs,
profitably ”
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Needs, Wants, and Demands
This Is a Need:
Needs - state of felt
deprivation including
physical, social, and
individual needs.
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Needs, Wants, and Demands (contd.)
Types of Needs
 Physical:
 Food, clothing, shelter, safety
 Social:
 Belonging, affection, financial
 Spiritual :
( ISLAM)
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Needs, Wants, and Demands (contd.)
This Is a Want:
Wants - form that a
human need takes, as
shaped by culture and
individual personality.
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Needs, Wants, and Demands (contd.)
This Is Demand
Wants
Buying Power
“Demand”
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The future school !
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.
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 Concept
 It’s a NEED!
 Situations?
 Is it a type of marketing?
Examples
 How did they succeed?
 Follow the path, uniquely
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Concept
It’s getting your message
across, clearly
Why do we need it?
SET your Objectives…
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ONE of the most
stressful speaking
situations!
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GAME
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What’s common?
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EXAMPLES
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Follow the path to your Future
 Be yourself
 Be positive
 Talk with pride
 You’re the expert
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After all…
Market With Confidence
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Overlapping concepts
The selling concept
The marketing concept
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Overlapping concepts (contd.)
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Overlapping concepts (contd.)
Latest technology mobile phone
( with GPS & GPRS ) :
Nokia N95
Girlish style mobile phone :
Nokia 7373
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Business mobile phone :
Nokia E65
Sports + musical mobile phone :
Nokia 5700 XpressMusic
Overlapping concepts (contd.)
•
The selling concept:
 “Consumers will not buy enough of your
product if you leave them alone”
Focus
NOKIA
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Overlapping concepts (contd.)
•
The marketing concept:
 “Foundation = market = people = needs”
Integrating all the organization’s activities,
including promotion, to satisfy these wants.
 Focus
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It‘s all about MARKETING
•Advertising
•Marketing
•Promotion
•Publicity
•Public Relation (PR)
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Marketing conception focuses on needs and goals
rather than products
Product
Oriented
Market
Oriented
“ A bottle containing
a drink”
“Obey your thirst”
“Our product is healthy”
“ Fat vs. Thin”
“ Our AC is durable”
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“ A story”
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.”
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A Simple Model of the Marketing Process
Needs , wants ,
demands
Products
Value , cost &
satisfaction
Exchange and
transaction
Capture value from
customers in return
Markets
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Marketers and
prospects
The Marketing Process(contd.)
Products (Goods, Services & Ideas)
Product: Is anything that can be offered to satisfy
a need or want
Product=Offering=Solution
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The Marketing Process(contd.)
Product as an Idea
Products do not
have to be physical
objects.
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The Marketing Process(contd.)
Value and Satisfaction
Expectation
8
Performance
10
Expectation
Performance
10
8
Overall value = Benefits / costs
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The Marketing Process(contd.)
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.
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The Marketing Process(contd.)
Market
Industry
(sellers)
Communication
Goods and Services
Money
Information
Where is the error ?
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Market
(Buyers)
The Marketing Process(contd.)
Marketers and Customers Types
Marketer types:
- Creative marketer
- Responsive marketer
Customer types:
-Potential customer
-Actual customer
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Defining Target market
Needs, wants& Demands
Market research
Segmentation
Targeting
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Positioning
Marketing Mix
4 Ps
Product
Price
Promotions
Place
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References
 Knowledge Academy, Mini MBA Marketing
Course
 Principles of Marketing, 10th edition, Philip
Kotler
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