El-Zat ُuna of

marketing

By: Mohamed Refa’t

Part One

What is marketing• Social and managerial process by

which individuals and groups obtain what they need and want through creating and exchanging products and value with other.

Different terms used in the definition of marketing

• Needs – it is the state of self deprivation. It is the basic reason/s or quality dimensions in a purchase.

• Wants – It is the form taken from by human needs as they are shaped by culture and individual personality.

• Demands – Human wants that are backed by buying power. It is also called expectation.

• Product – It is anything that can be offered to a market to satisfy a need or want.

• Exchange – It is an act of obtaining a desired object from someone by offering something in return.

• Value/customer Value – It is the consumer’s assessment of the overall capacity of the product or service in order to

satisfy his total needs.• Customer satisfaction – It refers to the extent to which

customer are happy with the product offered.

Goal of the Marketing system

• Maximize Consumption• Maximize Consumer Satisfaction• Maximize Choice• Maximize Life Quality• Maximize Relationships

Before Planning , you should Know ..

Marketing Mix - 4P’s –

The 4c’s related to 4p’s of marketing

• Product = Customer Solution

• Price = Customer Cost

• Place = Convenience

• Promotion = Communication

Additional P’s in the Marketing

• People – it is maintaining and developing the employees of the company in order to offer superior service quality to its customers.

• Physical Environment – these are all visible cues that provide tangible evidence of the firm’s service quality.

• Process – it is the method and sequence of actions in the service performance.

• Profitability – the amount of sales or income generated from the operations of the business.

Brand • It is a name, term, sign, symbol, or design

or a combination of these intended to identity the goods or services of one seller or group of sellers from those of competitors.

Video Case

Customer Loyality

Product Life Cycle

Win Win Situation

خد والمعامله مات عشم عم وهات

Buyer Decision Process

Don't find customers for your products, find products for your

customers.” Seth Godin,

Add Value !Creat Need !

Market Research

• The process of gathering, analyzing and interpreting information about a market, about a product or service to be offered for sale in that market .

“ علي والعبلو إيه عايز “ شوفو

The Power Of Data !A – CollectB – Analys C – Understand D – Choice E – Decision F – Plan J – Compete

Now ! Answer those Questions

• A - where we are now !?

• Collect information

• Now SWOT !

SWOT Analysis

use that information to determine

• B- Where We wanna be in the future !?

• NEXT session : • Strategic Planning• Social media Campaigns• Digital Ads