Transcript marketing
بسـ ـ ــم هللا الرحمن الرحيـ ـ ــم Principles of Marketing MRK 152 Mohammed Owais Qureshi Hashmi محمد عويس قرشي هاشمي CHAPTER 1 INTRODUCTION, BASIC CONCEPTS & DEFINITIONS Definition Marketing()تسويق is managing profitable()مربح customer()زبون relationships()العالقات Marketing is a social( )اجتماعيand managerial process by which individuals and organizations obtain what they need( )حاجةand want()تريد through creating()خلق and exchanging( )تبادلvalue( )قيمةwith others Definition NEED( ) حاجة: A human( )اإلنسانneed is a state of deprivation()حرمان of some basic()األساسية satisfaction()رضا. WANTS()تريد: Wants are specific( )محددsatisfiers of need. desires()الرغبات for DEMANDS()الطلب: Demands are wants for specific()محدد products( )المنتجthat are backed by an ability( )القدرةand willingness()استعداد to buy()شراء them. Wants become( )أصبحdemands when( )عندماsupported( )دعمby a purchasing( )شراءpower()القوة. Needs Wants Demands Definition PRODUCT()المنتج: A product is anything()أي شئ that can be offered( )عرضto satisfy( )إرضاءa need( )حاجةor want()تريد. Products are a bundle( )حزمةof solutions()حل Products may be services( )خدمةor ideas. physical()مادي goods, Definition VALUE()قيمة: Value is the consumer's( )مستهلكestimate()تقدير of the product's overall capacity( )قدرةto satisfy( )إرضاءhis or her needs. Value is the satisfaction()رضا customer()زبون requirements at lowest()أدنى possible cost()كلف acquisition()اكتساب, ownership()ملكية use()استخدم. of the of and Exchange and Transaction Exchange( )تبادلis the act( )عملof obtaining( )الحصول علىa desired product from someone by offering( )عرضsomething in return()عودة. There are five conditions( )حالةfor exchange 1. There are at least two parties. 2. Each ( )كلparty has something that might be of value( )قيمةto the other party. 3. Each ( )كلparty is capable of communication and delivery()تسليم. 4. Each ( )كلparty is free( )حرto accept( )قبولor reject( )رفضthe exchange offer()عرض. 5. Each ( )كلparty believes( )اعتقدit is appropriate( )مناسبor desirable ( )مرغوب فيهto deal ( )تعاملwith the other( )آخرparty. Exchange and Transaction A transaction( )صفقةis a trade( )التجارةof values( )قيمةbetween()بين two or more parties. A transaction involves( )تنطويseveral( )عدةdimensions()بعد: -at least( )الحد األدنىtwo things of value. -agreed( )توافقupon conditions()حالة. -a time of agreement()اتفاقية. -a place( )مكانof agreement. Transaction differs from a transfer. In a transfer A gives X to B but does not receive anything in return()عودة. Exchange(( )تبادلprocess) + Agreement(=)اتفاقيةTransaction MARKETS, MARKETERS & PROSPECTS • A market( )سوقconsists( )تتكونof all the potential ()محتملcustomers()زبون sharing( )حصةa particular( )خاصneed or want( )تريدwho( )الذيmight( )ربماbe willing( )مستعدand able( )قادرto engage( )المشاركةin exchange( )تبادلto satisfy()إرضاء that need or want. • A marketer is someone( )شخص ماseeking( )تسعىone or more ( )أكثرprospects()آفاق who might( )ربماengage( )المشاركةin an exchange( )تبادلof values. • A prospect is someone whom the marketer identifies( )تحديدas potentially( يحتمل )أن تكونwilling( )مستعدand able( )قادرto engage in an exchange of values()قيمة. • When both parties actively( )نشطseek( )طلبan exchange and both are marketers, then the situation( )حالةis called reciprocal( )متبادلmarketing. MARKETING MANAGEMENT Marketing management( )إدارةis the art( )فنand science( )علمof choosing( )اختيارtarget( )الهدفmarkets and building( )بناءprofitable( )مربحrelationships( )عالقةwith them. COMPETING CONCEPTS OF MARKETING 1 PRODUCTION CONCEPT()مفهوم اإلنتاج • The production concept holds that consumer( )مستهلكwill favour( )صالحthose ()هؤالء products( )المنتجthat are widely()معظم available( )متاحand low( )منخفضin cost()كلف. Managers of production oriented organizations concentrate( )تركزon achieving( )تحقيقhigh ()ارتفاع production( )اإلنتاجefficiency( )كفاءةand wide ()واسعdistribution()التوزيع. COMPETING CONCEPTS OF MARKETING 2 PRODUCT CONCEPT()مفهوم المنتج • The product concept holds that consumer( )مستهلكwill favour( )صالحthose ( )هؤالءproducts( )المنتجthat offer the most quality()جودة, performance( )أداءor innovative features()ميزة مبتكرة. Managers in product oriented organization favour their energy on making superior products and improving( )تحسنthem overtime. COMPETING CONCEPTS OF MARKETING 3 SELLING /SALES CONCEPT( بيع/ )بيع • The selling concept holds that consumers()مستهلك, if()إذا left( )غادرalone( )وحدهwill ordinarily not( )ليسbuy()شراء enough( )كافof the organization’s product. The organization must( )يجب أنtherefore undertake( )تتعهدan aggressive( )العدوانيselling( )بيعand promotion()ترقية effort()جهد. COMPETING CONCEPTS OF MARKETING 4 MARKETING CONCEPT ()مفهوم التسويق • The marketing concept holds that the key( )مفتاحto achieving( )تحقيقorganizational goals consist( )تتكونof being more( )أكثرeffective( )فعالthan competitors( )منافسin integrating( )متكاملةmarketing activities towards determining( )تحديدand satisfying( )إرضاءthe needs and wants( )تريدof target( )الهدفmarkets. • The marketing concept rests on four pillars()دعامة: target market, customer( )زبونneeds, integrated marketing and profitability()الربحية. COMPETING CONCEPTS OF MARKETING INTEGRATED MARKETING • When all the company's departments( )قسمwork together( )معاto serve( )لخدمةthe customer's( )زبونinterest()مصلحة, the result is integrated marketing. • Integrated marketing takes place on two levels()مستوى. First the various( )مختلفmarketing functions-sales force()مبيعات, advertising()إعالن, product management()إدارة المنتجات, marketing research( )أبحاث السوقand so on must work together()معا. Second marketing must be well coordinated( )منسقة تنسيقا جيداwith other company departments. REASONS( )سببFOR TAKING MARKETING CONCEPTS • -Sales Decline ()انخفاض مبيعات • -Slow Growth ()نمو المبيعات • -Changing buying pattern ()تغيير نمط شراء • -Increasing Competition ()زيادة المنافسة COMPETING CONCEPTS OF MARKETING 5 SOCIETAL MARKETING CONCEPT ()مفهوم التسويق المجتمعي • The societal marketing concept holds that the organization’s task( )مهمةis to determine( )تحديدthe needs, wants and interests( )مصلحةof target( )الهدفmarkets and to deliver( )نقلthe desired( )المطلوبsatisfactions( )رضاmore effectively( )على نحو فعالand efficiently( )بكفاءةthan ()من competitors( )المنافسينin a way( )في الطريقthat preserves( )المحافظةor enhances( )تعزيزthe consumer's ( )مستهلكand society's( )مجتمعwell being ()رفاهية. Marketing Management Orientations Production concept Product Concept Selling concept Marketing Concept Societal Marketing Concept QUESTIONS ? MAIN BOOK Title: Principles of Marketing Author(s): Philip Kotler and Gary Armstrong ADDITIONAL READING Books Title: Marketing Management (Analysis, Planning. Implementation and Control Author(s): Philip Kotler Edition/Year: Eighth / 2006 Title: Strategic Marketing Author(s): David W. Cravens & Nigel F. Piercy Edition/Year: Tenth / 2006