1. Instructed on: 28-Oct-2011 | Session: #01
 
By: Tasneem Hatem
Topic Code: MRV-01-2012
All Copy Rights Saved to the 7 th Students’ Conference on Communication and Information Based in the Faculty of Computers and Information Cairo University – Egypt 2011/ 2012 www.scci-cu.com

2. INTRODUCTION TO
MARKETING
By: Tasneem Hatem

3. ADVERT.

4. 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)

5. Customer
 Needs
 Wants
 Demands

6. How can marketing serve the
demands?

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

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

9. Explain what needs are being met with
your product.

10. Develop relationships with possible
partners.

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

12. ADVERT.

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

14. ADVERT

15. Advertise your products/services to
different and various audiences.

16. Develop pricing strategies for individual
buyers or market segments.

18. 1) Market Analysis

19. a) Market position

20. b) Market Objectives

21. c) Market segments

22. d) Which segment?

23. e) Market structure

24. 2) Marketing mix

25. 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

26. a) Price

27. 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?

28. c)Product

29. d) Promotion
 Personal Selling.
 Sales Promotion.
 Public Relations.
 Direct Mail.
 Exhibitions.
 Advertising.
 Sponsorship

30. e) People

31. f)Process

32. g) Physical evidence
 Packaging
 Brochures
 Business cards
 Uniforms
 Internet/Web page
 Paperwork ( Tickets )

33. RECAP

34. 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

35. RECAP
 Marketing Mix
- Price
- Place
- Product
- Promotion
- People
- Process
- Physical Evidence

36. • ARE YOU READYYYYY ?!!

37. Special thanks to..
Habiba Ashraf Ali 
Thanna Mohamed Hassan 