Introduction to marketing

By: Tasneem Hatem

All Copy Rights Saved to the 7th Students’ Conference on Communication and Information Based in the Faculty of Computers and Information Cairo University – Egypt 2011/2012 www.scci-cu.com

Topic Code: MRV-01-2012

Instructed on: 28-Oct-2011| Session:#01

INTRODUCTION TO MARKETING

By: Tasneem Hatem

ADVERT.

Marketing

Marketing is the process by which companies create value for customers and build strong customer relationships in order to capture value from customers in return (P. Kotler)

Customer

Needs

Wants

Demands

How can marketing serve the demands?

Describe your product or service to potential buyers using a variety of techniques.

Establish your brand and any philosophy or values associated with it.

Explain what needs are being met with your product.

Develop relationships with possible partners.

Explain to potential buyers and partners how to purchase your product/service.

ADVERT.

Describe how your product/service is different than others on the market and who the ideal audience is for your products.

ADVERT

Advertise your products/services to different and various audiences.

Develop pricing strategies for individual buyers or market segments.

• TO MAKE A SUCCESSFUL MARKETING CAMPAIGN YOU

HAVE TO TAKE CARE OF TWO THINGS:

1) The Market Analysis2) The Marketing Mix

1) Market Analysis

a) Market position

b) Market Objectives

c) Market segments

d) Which segment?

e) Market structure

2) Marketing mix

a) Price

Premium Pricing ,,(Luxuries such as Princess Cruises , Savory hotel rooms and , Concorde flights)

Penetration Pricing Economy Pricing ,,

(Supermarkets often have economy brands for soups , spaghetti and rice )

Price Skimming

a) Price

b) place- Selection consideration Market segment Changes during the product life cycle Producer - distributor fit - Is there a match between their polices, strategies, image, and yours? How much training and support will your distributor require?

c)Product

d) Promotion

Personal Selling. Sales Promotion. Public Relations. Direct Mail. Exhibitions. Advertising. Sponsorship

e) People

f)Process

g) Physical evidence

Packaging Brochures Business cards Uniforms Internet/Web page Paperwork ( Tickets )

RECAP

RECAP

1) What is Marketing?

2) How can marketing serve the demands of the customer?

3) Successful Marketing Campaign. Market Analysis

- Market position - Market objectives - Market segments - Which segments - Market structure

RECAP

Marketing Mix- Price- Place- Product- Promotion- People- Process- Physical Evidence

• ARE YOU READYYYYY ?!!

Special thanks to..

Habiba Ashraf Ali Thanna Mohamed Hassan