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Ebrahem hassan

Definitions of marketing

Marketing Vs. Sales

Customer Value

Marketing concept

Marketing history(marketing generation )

INTRODUCTION TO MARKETING

Marketing 1.0

Marketing 2.0

Marketing 3.0

MARKETING 1.0 (PRODUCT CENTRIC MARKETING)

اكتر يبيع انه الماركتنج هم كل كان ده الوقت فىمن يزود يقدر ال هو الشاطر الماركتير يعنى للعمالء

من ده جيل ال و كبيره بصوره الشركه مبيعاتظهر و الماركتنج الخمسينيات 4في ps و الستينيات

معتمد اسمها كان حاجه على

ال كل الستينيات نهايه بقوا Marketersفيال الناس Directionبيستخدموا كل فبالتالي ده

ال فيه بيطلع اللي الوقت ده هو و اتساوتDirections الجديده

MARKETING 2.0 (CUSTOMER ORIENTED MARKETING)

ارضاء هو هدفه كل وكان التسعينيات حتى واستمر السبعينيات فى يظهر ابتدىMarketing 2.0العميل

Marketing 2.0 2جواه Directions

ال Marketing 2.0جوا Directionاول ,Segmentationيعني STPهوTargeting ,Positioning

ال كان في Directionده Marketing 2.0االولال ال Directionاما هو ال Brandingالتاني Brand Managementاوفي Brandingال نلخصوا ممكن لوقتكوا اختصارأ بس كتير كتب فيه يتعمل كمان

ال عن النظر بغض m طبعا واحده ال Brand Voiceوال Brand Identityجمله وImage

هي “ دي ال” Give Promises and keep themالجمله توعد قدرت لوcustomers ال مشاعر علي تلعب ابتديت بكده هتكون بالوعود ووفيت بتوعكcustomers كده وعشان Emotionalاتسمي “Marketing 2.0بتوعكMarketing”

ال عن مبسطه فكره اخدنا احنا التسعينيات marketingكده لحد الخمسينيات منكله يعتبر هو او Old Marketingاللي غلط انه معناه مش ده ال Expiredو بس

ال مع ده customersيتناسب الزمن في اللي

MARKETING 3.0

ال كل تساوي مع و تسعينيات ال نهايه اللي Marketersفي النظريات و االساليب فيالعبقري رجوع مع و منها Appleلشركته Steve Jobsبيستخدموها اتطرد كان ما بعد

شركه ظهور مع ال Googleو يظهر بنرغي Modern Marketingابتدي احنا اللينوصله عشان ده كل

Marketing 3.0 العالم في موجوده اللي العلوم ارقي من علم هوالوحيد االرض Make the world a better placeهدفه يعمر انه هدفه يعني

بال ده دخل ايه ؟ Marketingطبتعريف ان نقول نقدر هو Marketing 3.0االول The art of influencingالمبسط

cultures حياه من اغير و افرق هقدر ازاي يعني الثقافه في التأثير فنحياتهم customersال اسلوب و تفكرهم طريقه في هغير ازاي لالحسن بتوعي

عملته اللي ده ال googleو Appleهو من , Facebookو دلوقتي هم كده عشان والعالم في شركات اكبر

ال directionال في ظهر Permissionاسمه Modern MarketingالليMarketing

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NA social and managerial process whereby individuals and groups obtain what they need and want through creating and exchanging products and value with others.

Dr. Philip Kotler

Marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders

AMA Definition

OTHER DEFINITIONS OF MARKETING•MARKETING CONSISTS OF THE PERFORMANCE OF BUSINESS ACTIVITIES

THAT DIRECT THE FLOW OF GOODS AND SERVICES FROM PRODUCER TO

USER. (AMERICAN MARKETING ASSOCIATION)

•MARKETING IS THE PROCESS OF PLANNING AND EXECUTING THE

CONCEPTION, PRICING, PROMOTION, & DISTRIBUTION OF IDEAS, GOODS

AND SERVICES TO CREATE EXCHANGES THAT SATISFY INDIVIDUAL AND

ORGANIZATIONAL OBJECTIVES .

(AMERICAN MARKETING ASSOCIATION)

•MARKETING IS THAT OF AN INDIVIDUAL AND ORGANIZATIONAL

ACTIVITIES AIMED AT FACILITATING EXCHANGES WITHIN A SET OF

DYNAMIC ENVIRONMENTAL FORCES .

(PRIDE & FERRELL)

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GOODS

SERVICES EVENT

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EXPERIENCES

PERSONS

PLACES

PROPERTIES

ORGANIZATIONS

INFORMATION

IDEAS

THE DIFFERENCE BETWEEN MARKETING AND SALES .

Sales Orientation Market Orientation

(1 )Organization Focus Inward –fulfill organization’s needs.

Outward – fulfill wants and preferences of customers.

(2 )What type of business organization is in?

Selling goods and services. Satisfying customers needs and wants and delivering

superior value.

(3 )To whom the product is directed?

Everybody. Specific groups of people.

(4 )Firm’s primary goal Achieve profit through maximum sales volume.

Achieve profit through customer satisfaction.

(5 )Ways to achieve the goal

Through intensive promotion.

Through coordinated marketing and inter-functional activities.

•THE MARKETER IS LIKE THE MOVIE

AUTHOR : (PLANNING ,

SELECTING THE RIGHT ACTORS AND STUDDING

THE SOCIETY WHO WILL RECEIVE THE

MOVIE … ETC. )

•THE SALES IS LIKE THE ACTOR :

STUDDING THE SCRIPT AND SHOW THE DIRECTOR’S

IDEA TO THE AUDIENTS .

MARKETING CONCEPT ’ NEEDS, WANTS, AND DEMANDS?

Needs - state of felt deprivation including physical, social, and individual needs i.e hunger

Wants - form that a human need takes as shaped by culture and individual personality i.e. bread

Demands - human wants backed by buying power i.e. money

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Needs, Wants and Demands

• Needs – Basic Human Requirements• Wants – Directed at specific objects• Demands – Backed by ability to pay

Target Markets, Positioning & Segmentation

Offerings and Brands

• Offering – Value Proposition made Tangible• Brand – Offering from a known source

Value & Satisfaction

• Value – Benefits / Cost• Customer Value Triad – Quality, Service and Price• Satisfaction – Product’s perceived performance

Marketing Channel

• Communication Channel – Deliver & Receive message• Distribution Channel – Display, sell & Deliver• Service Channel – Carry out transactions

CUSTOMER VALUE

Create Customer

Value

Create Customer

Value

Build Long-Term Relationships

Build Long-Term Relationships

Maintain Customer

Satisfaction

Maintain Customer

Satisfaction

Key Issues in Developing

Competitive Advantage

Key Issues in Developing

Competitive Advantage

CUSTOMER VALUE

Customer Value

The ratio of benefits to the sacrifice necessary

to obtain those benefits

CUSTOMER VALUE REQUIREMENTS

•OFFER PRODUCTS THAT PERFORM

•GIVE CONSUMERS MORE THAN THEY EXPECT

•AVOID UNREALISTIC PRICING

•GIVE THE BUYER FACTS

•OFFER ORGANIZATION-WIDE COMMITMENT IN SERVICE AND AFTER-SALES SUPPORT

Customer Satisfaction

The feeling that a product has met or exceeded

the customer’s expectations.

CUSTOMER SATISFACTION

RELATIONSHIP MARKETING

Relationship Marketing

The name of a strategy

that entails forging long-term partnerships with

customers, both individuals and firms.

RELATIONSHIP MARKETING

Requirementsfor

Building Relationships

Requirementsfor

Building Relationships

Who are your customers

What do customers value

How do they prefer to interact

What do they want to buy