This document provides an overview of key marketing concepts. It defines marketing as meeting customer needs at a profit. The document distinguishes between marketing, sales, and advertising. It also discusses the marketing process, including marketing research, segmentation, targeting, positioning, and the marketing mix of product, price, place, and promotion. The marketing mix is also presented using the four Cs framework of customer value, cost, convenience, and communication. The document concludes with an introduction to customer relationship management.

1. Marketing
Abdel khalek Mamdouh Abdel aziz

2. ايه بقي

3. من انتم ؟

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5. Outline
• What is Marketing?
• What is the different between Marketing & Sales &
Adv.?
• Need & Want & Demand.
• What is Marketing process?
• Marketing Research
• Marketing Strategy
• Marketing Mix
• Customer Relationship Management

7. What is Marketing ?

8. What is Marketing ?
• Meeting the needs of your customer at a profit

9. What is the different
between Marketing & Sales?
Sales
Starting Focus Means Ends
Point
Marketing
Profit through
sales volume
Selling &
Promotion
Existing
products
Factory
Starting Focus Means Ends
Point
Profit through
customer satisfaction
Integrated
marketing
Customers
need
Market

10. What is the different
between Marketing & Adv.?
• Advertisements are part of “Promotion Mix”
• Promotion Mix is a part of “Promotion”
• Promotion is a part of “Marketing Mix”
• Marketing Mix is a part of “Marketing Process”
So Adv. is part form part from part from part of
marketing

11. Need & Want & Demand

12. Need
• States of felt deprivation

13. Want
• The form human need takes as they are shaped by
culture and individual personality

14. Demand
• Human Wants that are backed by buying power

15. So can we Create Need ?

16. Maslow

17. Marketing Process
Feedback

18. Marketing Research
• What is Marketing Research ?
• What is types of data ?
• What is the main type of Marketing Research?

19. What is Marketing
Research ?
• Marketing research is the function that links the
consumer, customer, and public to the marketer
through information--information used to identify
and define marketing opportunities and problems;
generate, refine, and evaluate marketing actions;
monitor marketing performance; and improve
understanding of marketing as a process.

20. Con.
Marketing research specifies the information required
to address these issues, designs the method for
collecting information, manages and implements the
data collection process, analyzes the results, and
communicates the findings and their implications.

21. What is types of data ?
Primary
Data
•Collect for first
time
•High cost
Secondary
Data
•Collect by some
one before
•Low cost

22. What is the main type of
Marketing Research?
• Survey
• Focus Groups
• Observation
• Online Marketing Research
• Online Focus Group
• Sampling

23. Marketing Strategy (STP)
• S = Segmentation
• T= Targeting
• P= Position

24. Segmentation
Definition:
“ Dividing a market into different groups
with similar needs, characteristics, or
behaviors”

25. Segmentation
Geographic Demographic Psychographic Behavioral
•Country
•City
•Climate
•Density
•Region
•Age
•Nationality
•Religion
•Occupation
•Gender
•Social Class
•Lifestyle
•Personality
•Occasions
•Attitude toward
product
•Loyalty status
•Usage rate
•User status

26. Targeting
Definition:
• “The process of evaluating each market segment’s
attractiveness and selecting one or more segment
to enter.”

27. Targeting
M1 M2M3
Single segment
Concentration
M1 M2M3
P1
P2
P3
Selective
Specialization
M1 M2M3
P1
P2
P3
Product
Specialization
M1 M2M3
P1
P2
P3
Market
Specialization
M1 M2M3
P1
P2
P3
Full Market
Coverage
P1
P2
P3

28. Position
• Definition:-
• The place the product occupies in
consumers’ minds relative to
competing products.”

29. Examples

30. Marketing Mix
4 P’s 4 C’s
Product Customer Value
Price Cost
Place Convenience
Promotion Communication

31. Product / Customer
Value
• Means the goods and services combination the company offers
to the target market

32. Product Levels

33. Product life Cycle

34. Price / Cost
• “The amount of money charged for a product or
service.”

35. Prancing Strategies
• Penetration Pricing (kolo bta3 kolo)
• Market Skimming (el keraza)
• Psychological Pricing
• Competition Pricing
• Cost +

36. Place/ Convenience
• Definition:
The place is where you can expect to find your
customer and consequently, where the sale is
realized. Knowing this place, you have to look for a
distribution channel in order to reach your customer.

37. Distribution Channels

38. B2B
B2C

39. Important Question ?
Why Place not Distribution ?

40. Promotion /
Communication

41. Promotion
• Promotions refer to the entire set of activities, which
communicate the product, brand or service to the
user. The idea is to make people aware, attract and
induce to buy the product, in preference over
others.

42. Promotion Mix

43. Customer Relationship
Management
• How to keep your customer loyal for you brand and
your company

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01093457248
Abdel_khalik@hotmail.com