The document provides an overview of marketing concepts including definitions of marketing, the evolution of marketing approaches over time, key terminologies, and debates around whether marketing creates or satisfies needs. It discusses segmentation, targeting, and positioning (STP) as part of the marketing strategy, and the 4Ps (product, price, place, promotion). It also covers topics like SWOT analysis, situational analysis including environmental and internal analysis, marketing objectives and programs, budgets, and controls. The document is intended to educate attendees on fundamental marketing concepts and strategies over the course of a multi-hour workshop.

1. THE SO CALLED …
MARKETING!!
What Is It All About?

2. Agenda
Topic Duration
MARKETING
10 m
Concept … Definitions … Evolution … Key Terminologies
Market Plan
Key Rules, Templates?, Key Components, Situational Analysis, Marketing 30 m
Strategy, Marketing Programs, Budget & Controls
Situational Analysis
20 m
Environmental Analysis, Internal Analysis, SWOT Analysis
Marketing Strategy
20 m
STP + 4Ps
Break 10 m
Marketing Programs, Budgets & Controls 10 m
Special Topic
5m
Internet & Marketing
What-to-Do summary 5m
Q&A 10 m

3. Real Life Cases
XXXXXXXX

4. Marketing

5. Science VS. Practice
• It is well known that marketing
as a science did not start
before the 20th century, but
marketing as a practice
started with the start of
mankind!!

6. Social VS. Managerial
• Marketing originally is a societal
process by which individuals and
groups obtain what they need and
want through interacting freely with
others, but when it comes for
managerial level its more formal
process aiming primarily at selling
products.

7. Understanding
Marketing

8. Understanding
Marketing

9. What is Market?
PEOPLE

10. What is Market?
BUT - not just ANY people, they have to have
• Willingness to buy
• Purchasing power (money)
• Authority to buy

11. What is Marketing?
Formal Def. 1
Process of planning and executing the
conception, pricing, promotion, and
distribution of ideas, goods, and services to
create exchanges that satisfy individuals
and organizational objectives.
The American Marketing Association

12. What is Marketing?
Formal Def. 2
Marketing deals with identifying and
meeting human and social needs. One of
the shortest definitions of marketing is
“meeting needs profitably.”
Philip Kotler, Marketing Management, Millenium Edition

13. What is Marketing?
My Proposed Def.
Marketing is an organizational function
and a set of processes for identifying, creating,
communicating, and delivering value
to customers in ways that benefit the
organization and its stakeholders.

14. What is Marketing?
It’s your
turn!!

15. Evolution of Marketing …Concepts
Concept
Production Product Sales Marketing
Approach
Buyers admire Good product is
well made no more an Customer more
Customer will
Assumption product & can assurance for knowledgeable
buy anyway
praise quality & success among and less naive
performance alternatives
Efficiently Substantial
Find wants and
Focus produce large Product quality promotional
fill them
quantities effort
Marketing
execs
Shaped by Shaped by
Sales executive dominating
Strategy manufacturin designers and
more admired through
g executives engineers
customer
orientation
How to better
Sell the out Marketing
Sales Hard sell serve the
put myopia
customer

16. Evolution of Marketing … Roles

17. Values, Needs & Wants
Fundamental beliefs about
what is desirable, worthwhile,
and important to an individual
Values Needs Wants

18. Values, Needs & Wants
Fundamental beliefs about
what is
desirable, worthwhile, and A state of felt deprivation;
important to an individual physical, social or individual.
Values Needs Wants

19. Values, Needs & Wants
Fundamental beliefs about
what is desirable, worthwhile,
and important to an individual
A state of felt deprivation;
physical, social or individual.
Values Needs Wants
That form taken
from a human
need and shaped
Into certain
SOLUTION of a
value to customers

20. Marketing Debate
Does Marketing
Create or Satisfy Needs?

21. NO
Single
Answer

22. Marketing
Planning

23. Key Rules

24. Key Rules

25. Key Components
 Executive Summary (last step)
 Situational Analysis
 Environmental Analysis
 Internal Analysis
 Marketing Strategy
 Segmentation, Targeting & Positioning
 Marketing Mix: 4Ps
 Marketing Programs
 Budget / Financial Forecasts
 Controls

26. Situational
Analysis

27. Environmental Analysis
EXTERNAL F O R C E S - PEST Analysis
Economic
D IR E C T F O R C E S - Porter Analysis
Power of
Buyers
Governmental
Social
Political
Suppliers
Power of
Actions
Competition
Rivarly
Threat of
Subsitutes
Technology

28. PEST Analysis
Political Economic Sociocultural Technological
US government is Struggling US Increasing The highest
Constitution-based economy (T) environmental investment of the
federal republic with awareness & health USA government in R
Increasing Inflation &
strong democratic unemployment (T) consciousness (O) & D (O)
tradition (O)
Declining mass extensive
Energy prices technologically
market
increased, and food
trends worldwide (O)
prices decreased
slightly (T) Increasing diversity of & (T)
workforce and
Consumer purchasing increasing number of
markets
decision is going
user of internet (O)
more towards low
price (O) & (T) Changing pace and
location of life & Non-store formats
household (Especially Virtual
Lower cost Stores) grew faster
composition
competition regional than the total retail
and globally (T) industry (O)
Increasing personal
income (O)

29. Porter Analysis XXXXX
Low Medium
Significant entry High bargaining
barriers, and economy power, but market is
of scale growing and there’s a
potentiality new
customer groups
Medium Total =Medium
Rising bargaining Only government, no
power, but there’s a foreign
potentiality to
eliminate suppliers High
Rising sales of
substitute Products

30. Porter Analysis

31. Internal Analysis
Marketing Audit
Questionnaires
Running Vs. New Business

32. Internal Analysis
Corporate Resources
Marketing Finance R&D Operations Human Information
Resources Systems

33. Environmental Analysis

34. Internal Analysis

35. SWOT Analysis

36. SWOT Analysis

37. SWOT is not
just a
nice-to-have;
it must be
used!!

38. Strengths (S) Weaknesses (W)
S1: Highly efficient supply chain management W1: Decreasing Profitability.
S2: Virtually connected Stores, and Head W2: The Stores are centralized in
quarters W3: Negative corporate Image.
S3: Every one clearly understand the structure W4: Tight Liquidity.
S4: Marketing and promotion practices W5: No marketing division exists.
S5: Value the employees and calling them W6: No R&D division exists.
associate - partners rather than clerks
Opportunities (O) SO Strategies WO Strategies
O1: The consumer purchasing decision is going S1O1 Continual focus on low prices W1O4 Develop more virtual products that can
more towards low price be online sold
S2O2 Utilize technological tools to maintain
O2: The extensive technologically trends in the and improve information network W2O3 Expanding in Europe and by reducing
world
S4O2 Use the technology in making innovative distribution cost
O3: Existing only in stores a relatively small number
marketing and promotion practices
of countries
O4: The increasing number of internet users
S4O4 More focusing on the dot com business
O5: Different store types offer Wal-Mart
opportunities to exploit markets
Threats (T) ST Strategies WT Strategies
T1: Increasing Inflation & unemployment S1T1 Use the efficient supply chain in W2T2 Expanding outside the to avoid more
T2: Being number one means higher exposure to decreasing the operation cost exposure to competition
competition S1T3 Use the efficient supply chain to maintain W6T3 Establishing R&D division to innovate
T3: Lower cost regional and global manufacturing lower prices than global competitors and minimizing costs
leading to price competition
S4T2 Always keeping an edge in comparison to
T4: Rivalry among competing firms is high
competitors
T5: Non-store formats (Especially Virtual Stores)
grew faster than the total retail industry S2T5 Developing the Wal-Mart virtual store to
lead the market

39. CIAs XXXXX
Area Comment
Product Too narrow product line, and no capability to develop new
Critical Improvement Areas
Development products that would keep the company competitive and
enable it to serve new markets/segments
Research and Strong R&D function is essentially to help the company
development develop new products, and to track technology changes
and also to help the company having the propriety
technology
Marketing, Strong marketing function to develop the company
and competitive marketing arm and skills, and support of competitive
intelligence intelligence to scan and completely understand the industry
and the market
Costing Higher cost relative to competitors may deprive company
from its current super profitability pricing advantages
Internal The management skills needs to be fostered with special
(CIAs)
Management focus on human resources management (and more specific
comp. & benefits)
Communication Communications problems hinder the company
performance especially wit regards to the culture diversity

40. Marketing
Strategy

41. Marketing Strategy
STP 4Ps
Segmentation Targeting Positioning

42. Marketing Strategy STP 4Ps
Segmentation Targeting Positioning
Customers
Defining different
groups of Customers
who share a similar set
of attributes.
Products
Can be also defined
from products point of
view, so we have
product segments.

43. Marketing Strategy STP 4Ps
Segmentation Targeting Positioning
Customers Targeting
Defining different
groups of Customers This is simply to
who share a similar set choose a
of attributes. segment, or in
other cases you
may select to go
Products mass!!
 Single / Multi
Can be also defined  Product /
from products point of Market
view, so we have  Mass
product segments.

44. Marketing Strategy STP 4Ps
Segmentation Targeting Positioning
Customers Targeting positioning
Defining different Act of designing
groups of Customers This is simply to the company’s
who share a similar set choose a offerings and
of attributes. segment, or in image to occupy
other cases you a distinctive
may select to go place in the
Products mass!! mind of
the target
 Single / Multi market
Can be also defined  Product / segment.
from products point of Market
view, so we have  Mass  PoPs Vs. PoDs
product segments.  Identity Vs. Image

45. Marketing Strategy STP 4Ps
Segmentation Targeting Positioning
Customers Targeting positioning
Defining different Act of designing 4ps = 4Cs
groups of Customers This is simply to the company’s
who share a similar set choose a offerings and
of attributes. segment, or in image to occupy Product = Customer Solution
other cases you a distinctive
may select to go place in the Price = Customer Cost
Products mass!! mind of
the target Place = Convenience
 Single / Multi market
Can be also defined  Product / segment. Promotion = Communication
from products point of Market
view, so we have  Mass  PoPs Vs. PoDs
product segments.  Identity Vs. Image

46. Cases
Segmentation & Targeting
Product: Residential apartment located in New Cairo
Features: 300sqm –finished lux with full services
Price: LE 500,000
Payment Terms: 35% down payment – 65% 5 years installments
Guess what are the Targeted Segments?
B2B / B2C Demographics Socioeconomic Behavioral
B+-A
Owning at least
Individual Married with Culture oriented
one car
Consumers Children Love to live calm
Members in
prestigious club

47. Cases
Multi Segments Targeting

48. Cases
Re-Positioning
From Search Engine
to Social Network

49. Cases
Competitive Strategies

50. Marketing
Strategy
Golden Rule

51. Cascading Strategies
Promotion
Price Place
4Ps
Product

52. Cascading Strategies
• Product Variety
• Quality
• Design
• Features
• Brand Name
• Packaging
• Size
• Services
• Warranties
• Returning

53. Cascading Strategies
• Product Variety
• Quality
• Design
• List Price
• Features
• Discounts
• Brand Name
• Allowances
• Packaging
• Payment Periods
• Size
• Credit Terms
• Services
• Warranties
• Returning

54. Cascading Strategies
• Product Variety
• Quality
• Design • Channels
• List Price
• Features • Coverage
• Discounts
• Brand Name • Assortments
• Allowances
• Packaging • Locations
• Payment Periods
• Size • Inventory
• Credit Terms
• Services • Transport
• Warranties
• Returning

55. Cascading Strategies
• Product Variety
• Quality
• Design • Channels
• List Price • Sales Promotion
• Features • Coverage
• Discounts • Advertising
• Brand Name • Assortments
• Allowances • Sales Force
• Packaging • Locations
• Payment Periods • Public Relation
• Size • Inventory
• Credit Terms • Direct Marketing
• Services • Transport
• Warranties
• Returning

56. Marketing
Programs

57. Objectives
• SMART
• Sales Forecast is the key objective
• Other Examples of SMART objectives:
• Traffic??
• Stores??
• Publicity??

58. Organization
• Organization Chart
• JD
• Key Personnel

59. Activities
• Promotion
• Offline Vs. Online
• Below the Line Vs. Above the Lone
• R&D

60. Budget &
Financial
Forecasts

61. Two Key Figures
• Sales Revenues Forecasts
• Marketing & Sales Expenses

62. Controls

63. Control Tools
• Action Planning
• Milestones
• KPIs

64. Special
Topics

65. Internet & Marketing
The Internet will create new winners !!
“Kotler @ Millennium”
Now: the wealthiest 10 around the world are
internet made!!
The internet for marketing
 Knowledge
 Reach

66. Conclusion

67. What To Do?
Research Your Develop Your Document into
Market Strategy Marketing Plan
• Define • STP • Set Goals
• Design • 4Ps (Sales Forecast)
• Collect • Plan Activities
• Analyze • Forecast a Budget
• Document

68. Just email me to receive your copies
of various marketing readings
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