Marketing g

Diapositive 1

MarketingMade by : Khaoula LAZRAK Supervised by : Mr BENABDERRAZIK Ghita BENGEBARA

IntroductionMarketing affects us in our daily lives even when we are wnaware of its presence. Broadly defined as the flow of goods and services from producer to cosumer or user, market has evolved into the anticipation, management and satisfaction of demand Marketing itself is concerned with what goods and service produce, how to distribute them, the promotional efforts that go into supportin those products and services, and the pricing strategy that is used.

planIntroductionI- Knowing the principles of Marketing:a- Definition of Marketingb- Evolution of Marketingc- The Marketing environnmentd- Consummer behaviorII- Acting in Marketing : a- Segmentation, targeting and positioningb- The Marketing Mixc- The product life cycleConclusion3A- Definition of MarketingThe marketing concept, holds that the main task of the company is to determine what a given set of custumers needs, wants, and values are and to dedicate the organization to delivering the solution.Why Marketing?To communicate that you are angaged in nex and different activities.To attract paying customers in sufficient numbers to support the activities.B- Evolution of marketingThe marketing orientation evolved from earlier orientation, namely, the production orientation, thr product orientation and the seling orientation.C- The Marketing EnvironmentThe marketing environment involves factors that, for the most part, are beyond the control of the company. Therefore, the company must adapt to these factors. It is important to observe how the environment changes so that a firm can adapt its strategies appropriately.D- Consumer behaviorConsumer behavior involves the psychological processes that consumers go through in recognizing needs, finding ways to solve these needs, making purchase decisions, interpret information, make plans, and impement these plans.

Sources of influence on the consumer

Ii- Acting in Marketing : a- Segmentation, targeting and positioning

Segmentation, targeting, positioning together comprise a three stage process. We first (1) determine which kinds of customers exist, then (2) select which ones we are best off trying to serve and, finally, (3) implement our segmentation by optimizing our products/services for that segment and communicating that we have made the choice to distinguish ourselves that way.SegmentationSegmentation involves finding out what kinds of consumers with different needs exist. In the auto market, for example, some consumers demand speed and performance, while others are much more concerned about safety. In general, it holds true that You cant be all things to all people, and experience has demonstrated that firms that specialize in meeting the needs of one group of consumers over another tend to be more profitable. TargetingIn the next step, we decide to target one or more segments. Our choice should generally depend on several factors.First, how well are existing segments served by other manufacturers ?It will be more difficult to appeal to a segment that is already well served than to one whose needs are not currently being served well.Secondly, how large is the segment, and how can we expect it to grow ?Thirdly, do we have strengths as a company that will help us appeal particularly to one group of consumers? Firms may already have an established reputation.Example: While McDonalds has a great reputation for fast, consistent quality, family friendly food, it would be probably be better off targeting quality food in nice, clean restaurants. PositioningPosotioning involves implementing our targeting.

ExampleApple computer has chosen to position itself as a maker of user-friendly computers.B- The Marketing MixProductPricingDistributionPromotionProducts come in several forms : 1- Consumer products 2- Shopping goods 3- Specialty goods 4- Industrial goods

Promotion : Integrated Marketing Communication Integrated Marketing Communication involves the idea that a firms promotion efforts should be coordinated to achieve the best combined effects of the firms efforts.Pricing :Background. Pricing decisions are extremely important for the firm. Some of the reasons :Pricing is the only part of the marketing mix which brings in revenuePrice is the marketing mix variable for which a competitive response can be most quickly implementedDistribution : Distribution is a factor in marketing. Many markets fall for the trap that if you make a better product, consumers will buy it.The problem is that retailers may not be willing to devote shelf-space to new products.C- THE PRODUCT LIFE CYCLE

ConclusionMarketing is perhaps the most important activity in a business because it has a direct effect on profitability and sales.One of the big complaints about marketing is that people act unethical in order to sell their product.But what if it cuts into profits ?BibliographyMarketing course ( Mme Oudghiri.S , IGA)Basic Marketing, Shapiro, 9th cdn edition.Introduction to marketing, Lars Perner.www.consumerpsychologist.com