This document summarizes the first chapter of a marketing textbook. It introduces fundamental marketing concepts such as the importance of marketing, its scope, and how marketing management has changed. It also summarizes the chapter's key questions about defining marketing, the tasks of marketing management, and how marketing differs in the Arab world. Overall, the document provides an overview of introductory marketing topics covered in the first chapter.

2. Marketing Management
MOHAMED HASHEM
Chapter 1
Defining Marketing
for the Arab World

3. Chapter Questions
1. Why is marketing important?
2. What is the scope of marketing?
3. What are some fundamental marketing concepts?
4. How has marketing management changed?
5. What are the tasks necessary for successful marketing
management?
6. How does marketing in the Arab world differ from
marketing in other parts of the world?
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4. The Importance of Marketing
Chapter Question 1:
Why is marketing
important?
• Marketing is essential for a company to define itself.
• Marketing aims to:
○ Explain what makes the company/product different
○ Understand what customers are looking for
• Define and deliver the company’s value proposition.
• Financial success often depends on marketing ability.
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5. The Scope of Marketing
Chapter Question 2:
What is the scope of
marketing?
To prepare to be a marketer, you need to understand:
• what marketing is
• how it works
• what is marketed, and
• who does the marketing.
Copyright © 2012 Pearson Education 1-5

6. What is Marketing?
Marketing is the process of planning and executing
the conception, pricing, promotion, and distribution
of ideas, goods, and services to create exchanges that
satisfy individual and organizational goals.
• Marketing is about identifying and meeting human and
social needs.
• A short definition: “meeting needs profitably.”
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Chapter Question 2:
What is the scope of
marketing?

7. What is Marketing Management?
Marketing management is the
art and science
of choosing target markets
and getting, keeping, and growing
customers through
creating, delivering, and communicating
superior customer value.
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Chapter Question 2:
What is the scope of
marketing?

8. What is Marketed?
• Goods
• Services
• Events and experiences
• Persons
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Chapter Question 2:
What is the scope of
marketing?
• Places and properties
• Organizations
• Information
• Ideas

9. Copyright © 2012 Pearson Education 1-9
Chapter Question 2:
What is the scope of
marketing?
Fig. 1.2: A Simple Marketing System

10. Key Customer Markets
• Consumer markets
• Business markets
• Global markets
• Nonprofit/Government markets
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Chapter Question 2:
What is the scope of
marketing?

11. Core Marketing Concepts
Chapter Question 3:
What are some
fundamental marketing
concepts?
To understand the marketing function, we need to
understand some core concepts…
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12. Core Marketing Concepts
Chapter Question 3:
What are some
fundamental marketing
concepts?
Needs, Wants and Demands
• Needs are the basic human requirements.
• Wants are shaped by our society.
• Demands are wants for specific products backed by the ability to
pay.
Five types of need:
1. Stated needs (the customer wants an inexpensive car).
2. Real needs (the customer wants a car, the operating cost of which, not initial price,
is low).
3. Unstated needs (the customer expects good service from the dealer).
4. Delight needs (the customer would like the dealer to include an onboard
navigation system).
5. Secret needs (the customer wants friends to see him as a savvy consumer).
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13. Core Marketing Concepts
Chapter Question 3:
What are some
fundamental marketing
concepts?
Target Markets, Positioning, and Segmentation
Marketers:
• Divide the market into segments
• Target the segments presenting the greatest opportunity
• Position their products in the minds of target buyers as delivering
key benefits
Carrefour stores are designed to appeal to
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shoppers looking for a rich shopping
experience at affordable prices.

14. Further Core Marketing Concepts
Chapter Question 3:
What are some
fundamental marketing
concepts?
• Offerings and brands
• Value and satisfaction
• Marketing channels
• Supply chain
• Competition
• Marketing environment
• Marketing planning
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15. The New Marketing Realities
Chapter Question 4:
How has marketing
management changed?
New Consumer Capabilities
• A substantial increase in buying power
• A greater variety of available goods and services
• A great amount of information about practically anything
• Greater ease of interacting, placing and receiving orders
• An ability to compare notes on products and services
• An amplified voice to influence public opinion
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16. The New Marketing Realities
New Company Capabilities
• Internet
• Marketing research
• Internal communication
• External communication
• Personalization of messages
• Rewards and promotions
• Mobile marketing
• Personalization of products
• Savings from using the internet
• Online training products
Chapter Question 4:
How has marketing
management changed?
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More companies can produce
individually differentiated goods

17. Company Orientation Toward
the Marketplace
• The Production Concept
• The Product Concept
• The Selling Concept
• The Marketing Concept
Chapter Question 4:
How has marketing
management changed?
Copyright © 2012 Pearson Education 1-17

18. Company Orientation Toward
the Marketplace
• Integrated Marketing
Chapter Question 4:
How has marketing
management changed?
Four Ps
• Product
• Price
• Place
• Promotion
These represent the
seller’s view of
marketing tools.
SIVA
• Solution: how can I solve my problem?
• Information: where can I learn more about
it?
• Value: what is my total sacrifice to get this
solution?
• Access: where can I find it?
Customer questions, corresponding to
the 4Ps
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19. Company Orientation Toward
the Marketplace
• Integrated Marketing
Chapter Question 4:
How has marketing
management changed?
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20. Company Orientation Toward
the Marketplace
Chapter Question 4:
How has marketing
management changed?
• Internal Marketing
ensuring that everyone in the organization embraces
appropriate marketing principles, especially senior
management
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21. Marketing Management Tasks
Chapter Question 5:
What are the tasks
necessary for successful
marketing management?
• Developing market strategies and plans
• Capturing marketing insights
• Connecting with customers
• Building strong brands
• Shaping market offerings
• Delivering value
• Communicating value
• Creating long-term growth
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22. Marketing Management Tasks
Chapter Question 5:
What are the tasks
necessary for successful
marketing management?
Marketing Memo: Marketers’ Frequently Asked Questions
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23. Functions of CMOs
• Strengthening the brands
• Measuring marketing effectiveness
• Driving new product development based on customer needs
• Gathering meaningful customer insights
• Utilizing new marketing technology
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Chapter Question 5:
What are the tasks
necessary for successful
marketing management?

24. A Word About Marketing in
the Arab World
Chapter Question 6:
How does marketing in the
Arab world differ from
marketing elsewhere?
The Arab world is a huge potential market for international
companies.
However, companies have to keep several factors in mind
when targeting the Arab audience.
Values, religion, language, reading from right to left, and
politics are among a few key issues to take into consideration.
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25. Credits
• Slide 1 Alamy Images: B. O’Kane
• Slide 7: Alamy Images
• Slide 7 SuperStock: OleksiyMaksymenko / age
fotostock
• Slide 13 Box 1.1 on page 12 from “The Fall and Rise of the
CMO”, strategy+business, (Gail McGovern and John A.
Quelch, 2004), Winter 2004, published by Booz & Company
Inc. copyright © 2004. All rights reserved. www.strategy-business.
com
• Slide 16 Corbis: Daniel Karmann / dpa
• Slide 20 Copyright (c) H. J. Heinz Company: