This document provides an introduction to marketing concepts. It defines key terms like market, product, marketing, exchange, and the marketing mix. It also summarizes frameworks for segmenting markets, understanding consumer behavior, developing promotional strategies, and analyzing competitors. The objective is to give non-marketing practitioners a better understanding of marketing communications and how to support a business.

2. K.I.S.S.
This program introduces a simplified, straight
forward approach to Marketing & Media.
It is intended as an introductory course for non-
marketing academics and practitioners.
The objective is to give you a better
understanding of marketing communications
and how to use it in supporting your business.

3. “Failing to plan is
planning to fail”

4. 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.
Exchanges: act of obtaining a desired object
from someone by offering something in return

5. What is Marketing?
Marketing is the process of planning and executing
the conception, pricing, promotion, and distribution of
ideas and products to create exchanges that satisfy
individual and organizational objectives.

6. What is a product?
Products – goods, services or idea that
have monetary value.
(satisfy customer needs).
Watch the
product life
cycle; but
more
important,
watch the
market life
cycle.

7. What are Goods?
Goods – things you can touch or hold.

8. What are Services?
Services – you can’t physically touch –
tasks performed for a customer.

9. What is Marketing
Management?
The art and science of choosing target
markets and building profitable
relationships with them.

10. What is Exchange?
When the producer is someone other than
the consumer, some form of exchange
takes place.
An exchange takes place every time
something is sold in the marketplace.

11. What are functions of
marketing?
Activities that work together to get goods and services from
producers to consumers. Each is essential and includes:
• Distribution
• Financing
• Marketing Information Management
• Pricing
• Promotion
• Selling
What is the
difference
between
sales and
marketing?

12. Distribution
Deciding where and to whom products need to be
ready, convenient, and timely available to reach
and to be sold to the final users.

13. Financing
Getting the money necessary to operate a
business.

14. Marketing Information
Management
Getting information to make sound business
decisions. Usually obtained through marketing
research.
“Marketing is becoming a battle based more on
information than on sales power.”
“A man’s decisions are only as accurate as his
information”

15. Pricing
Price elasticity, How much to charge to maximize
profits.

16. Promotion
Communicating with potential customers to inform,
persuade, or remind them about a business’s
products

17. Selling
Planned, personalized communication that
influences purchasing decisions

18. DMP – Decision Making
Process
Initiator
Influencer
Decider
Buyer
User
Most
advertisers do
not take this
into
consideration

19. Stages of the Buying
Decision Process
Problem Recognition
Information Search
Evaluation of Alternatives
Purchase Decision
Post purchase Behavior
It is important
to advertise ;)
Personal sources
Commercial sources
Public sources
Experiential sources

20. Marketing
Everything it takes from the creation of the product
or service to the final sale and the
Includes market
research,
product and
positioning
strategy, pricing,
packaging,
distribution,
promotion, sales,
etc.

21. Elements of a Modern
Marketing System

22. Components of Strategic Marketing

23. Marketing Mix
Product
Price
Place
Promotion
People
Process
Packaging

24. Promotion Mix
Levitt found that:
• Corporate advertising that
can build up the company’s
reputation will help the sales
Representatives.
• Sales representatives from
well-known firms have an
edge, but a highly effective
presentation from a lesser
known company’s rep can
overcome that edge.
• Company reputation helps
most when the product is
complex.

25. Shannon & Weaver
communication theory
Sender Encoding Message Decoding Receiver
Noise
Feedback Response
Media

26. Developing & managing
an advertising program
Mission
Sales goals.
Advertising objectives.
Money
Stage in PLC.
Market share & consumer base.
Competition &clutter.
Advertising frequency.
Product substitutability.
Message
Message generation.
Message evaluation & selection.
Message execution.
Social responsibility review.
Media
Reach, Frequency, Impact.
Major media types.
Specific media vehicles.
Media timing.
Geographical media allocation.
Measurement
Communication impact.
Sales impact.

27. Steps in developing
effective communication
Identify target audience
Determine objectives
Design message
Select Channel
Establish budget
Decide on media mix
Measure results
Manage integrated
marketing communications

28. Cost-effectiveness of
different promotional tools

29. Marketing
Is
Knowing
The purpose of marketing research
is to find out who wants or needs
your product and under what
conditions will they buy it.
Then marketing strategy can be formulated to
meet the needs of the target market.

30. Market Segmentation &
Target Marketing
Market Segmentation:
Divide the market into segments of customers.
• Geographic segmentation.
• Demographic segmentation.
• Psychographic segmentation.
Target Marketing:
Select the segment to cultivate.

31. Analyzing Competitors
Three variables to monitor when analyzing
competitors:
• Share of market.
• Share of mind.
• Share of heart.

32. Influencing Buying
Behavior
Ernest Dichter’s research found:
Consumers resist prunes because prunes are wrinkled looking
and remind people of old age.
Men smoke cigars as an adult version of thumb sucking.
Women prefer vegetable shortening to animal fats because the
latter arouse a sense of guilt over killing animals.
Women don’t trust cake mixes unless they require adding an
egg, because this helps them feel they are giving “birth.”

33. Maslow’s hierarchy of
needs
1
2
3
4
5
1
2
3
4
5
Self-actualization needs
Self-development and realization
Esteem needs
Self-esteem, recognition, status
Social needs
Sense of belonging, love
Safety needs
Security, protection
Physiological needs
Food, water, shelter

34. • POPULATION: 3.1 MLN
• CAPITAL: MUSCAT
• BORDERS: THE UNITED ARAB EMIRATES
- NORTHWEST SAUDI ARABIA - WEST
YEMEN - SOUTHWEST
• ECONOMY: MIDDLE-
INCOME DEPENDENT
ON OIL RESOURCES
FOCUSED ON - INDUSTRIALIZATION, PRIVATIZATION &
DIVERSIFICATION.
• AIMING SOCIAL WELFARE BENEFITS.
Oman Media Scene

35. • TV is leading with highest reach, followed by
Internet.
• Internet reach is growing really fast.
• Oman has low print & radio reach.
• Oman TV, Al Jazeera & MBC 1 are the top TV
channels.
• Oman radio Shabab leads among radio
stations.
• Al Watan & Zahrat al Khaleej have the highest
readership.
Conclusion

36. Strengths Weaknesses
Opportunities Threats
SWOT
Analysis

37. Poor firms ignore their competitors;
average firms copy their
competitors; winning firms lead their
competitors.

38. 5 tips on building brands
1. Have a clear PRODUCT FOCUS.
2. Make it different & MEANINGFUL.
3. Invest in COMMUNICATION.
4. Innovate CONSTANTLY.
5. Stay in touch with CUSTOMERS & STAFF.

39. Welcome to WWW
1. Facebook business page.
2. Twitter.
3. Instagram.
4. Website.
5. Blog.

40. USP - four major
positioning errors
1. Under positioning.
2. Over positioning.
3. Confused positioning.
4. Doubtful positioning.

41. VIPS
1. Visibility.
2. Identity.
3. Promise.
4. Single minded.

42. AIDCA
1. Attention.
2. Interest.
3. Desire.
4. Conviction.
5. Action.

43. SEQU
Standard Equivalent Unit
60” Radio =
30” TV =
F/P IP F/C Magazine =
½ P IP B/W Daily Newspaper.

44. “It is more important to
do what is strategically
right than what is
Immediately profitable.”

45. He who excels at resolving
difficulties does so before they arise.
He who excels in conquering his
enemies triumphs before threats
materialize - Sun Tzu, The Art of War

46. “Failing to plan is
planning to fail”