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Sales & Marketing Management
Lecture 1 part 1
Trainer : Ramez F. Kamel
What is in the heart of
marketing??!!
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Part I
Understanding Marketing Management


Part II
Effective Sales Management


Part III
Analyzing Marketing Opportunities


Part IV
Developing and Delivering Marketing Programs




Session 1: Marketing Management In
The 21st Century
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Learning Objectives:
1. To illustrate the exciting, dynamic, and influential nature of marketing

2. To define marketing and trace its evolution with special focus on the marketing concept,
a marketing philosophy, customer service, and customer satisfaction and relationship marketing

3. To show the importance of marketing as a field of study

4. To describe the basic functions of marketing and those who perform these functions.

Why Marketing?
Marketing is an exciting, fast-paced, and contemporary business discipline.

We are always engaged in marketing activities, either as buyers or as sellers.
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Definition of Marketing
Marketing is the:

Anticipation

Management

Satisfaction of demand


It involves:

Goods
Services
Organizations
People
Places
and ideas.
Definition of Marketing
Anticipation of demand
Research
Develop and Introduce offerings desired by consumers.

Management of demand:
Stimulation: motivating consumers
Facilitation: making it easy
Regulation: spreading demand

Satisfaction of demand:
product availability
actual performance
after-sale service
safety

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Definition of Marketing
Consumer demand:
final consumers
industrial consumers
wholesalers and retailers
government institutions
international markets
nonprofit institutions.

Publics demand:
employees
unions
stockholders
general public
government agencies
consumer groups
internal and external forces.

A thought to ponder
Discretionary income:

It is what consumers have left after they pay lifes necessities.

Think for 2 minutes about 5 people you know
and how they spend their discretionary income.

Do they spend it differently? why?
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The Evolution Of Marketing
Product Philosophy 1800's- 1920's
The Evolution Of Marketing
Product Philosophy
Selling Philosophy
1800's- 1920's
1930- 1950
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The Evolution Of Marketing
Product Philosophy
Selling Philosophy
1800's- 1920's
1930- 1950
Marketing Philosophy
1960- 2000
The Evolution Of Marketing
Product Philosophy
Selling Philosophy
1800's- 1920's
1930- 1950
Marketing Philosophy
1960- 2000
Relationship Marketing
2000- NOW
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Product philosophy
Most products were made by hand
Producing of the goods was slow
Demand could not be met in most cases.
The importance at that time was for the production
Very little marketing was required
It is fair to say that "Business was the king".
Down side: for the very same reasons of hand made and lack of technology,
the demand always exceeded the supply
A company did not have to consult with a customer
on designing or producing their goods
1800's- 1920's
Selling Philosophy
Businesses became progressively more efficient in production,
which increased the volume of goods.

With the increased supply, competition also entered the picture.

These two events eventually led to the end of product shortages
and the creation of surpluses.
1930- 1950
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Marketing Philosophy
By understanding the needs of the customers,
then designing the product for them,
sales and profits are far more likely to occur.


Through a variety of means such as surveys, focus groups etc.
the marketing philosophy has been very successful
and is considered a very beneficial marketing concept.
1960- 2000
Relationship Marketing
A new philosophy

A combination of all the concepts

Defined as "Marketing with the conscious aim
to develop and manage long-term and/or
trusting relationships with customers, distributors, suppliers,
or other parties in the marketing environment.
2000- NOW
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The Marketing Concept
Consumer
Orientation
Market-Driven
Approach
Value-Based
Philosophy
Goal
Orientation
Integrated
Marketing
Focus
Marketing
Concept
Consumer
Orientation
Consumer
Orientation
Market-Driven
Approach
Market-Driven
Approach
Value-Based
Philosophy
Value-Based
Philosophy
Goal
Orientation
Goal
Orientation
Integrated
Marketing
Focus
Integrated
Marketing
Focus
Marketing
Concept
Marketing
Concept
Selling Versus Marketing Philosophies
Marketing:

consumer analysis and satisfaction
satisfying consumer wants
adapts to changes in consumers.

Selling:

communicate with consumers
understand consumers.
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Customer Service
Identifiable intangible activities
Customer Satisfaction and Relationship Marketing,

matches between a customers expectations and actual performance.



Relationship Marketing activities are:
conscious intention
long-term, trusting relationships with customers.
Trust, honesty, reliability
Warm, caring (EI)
STRATEGIC
PLANNING
Strategic
Business Plan
Strategic
Marketing Plan
Developing Strategic Plans
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The Importance Of Marketing
Stimulates demand.

Supports industries;
Advertising
marketing research.

Allocation of scarce resources.

Impacts our beliefs and lifestyles.

Quality of Life.

A knowledge of marketing
is valuable to non marketing professionals,
as doctors for example so that they may
better understand and satisfy their patients or clients.
How To Write a
Marketing Plan
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All marketing efforts are directed to the consumer

Describe your services
Describe the target market for your offerings
Identify your location
Pricing strategies
Promotional strategies
Environmental analysis
Product
Distribution

Marketing Plan
Environmental
analysis
Total
Marketing
Effort
Marketing
management
Product
planning
Broadening
the scope of
marketing
Consumer
analysis
Promotion
planning
Distribution
planning
Price
planning
PAST
PRESENT
FUTURE
The Marketing Plan is
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1. Defining
Organizational Mission
2. Establishing SBUs
3.Setting Marketing
Objectives
4. Performing
Situation Analysis
5. Developing
Marketing Strategy
6. Implementing
Tactical Plans
7. Monitoring
Results Building the Strategic
Marketing Plan
1. Define
Organizational
Mission
1. Defining
Organizational
Mission
Organizational mission:
A long-term commitment to a type of business
and a place in the market.
It describes the scope of the firm and its
dominant emphasis and values,
Step 1 in the Strategic Planning Process
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Your mission statement is about you, your company and your ideals.
Dont box yourself in.
Keep it short.
Ask for input.
Stay away from vague, over used statements.
Basic guidelines in writing a mission statement
2. Establishing
SBUs
Each of a firms Strategic Business Units (SBU ) has six attributes:
1. A specific target market
2. Its own senior marketing executive
3. Control over its resources
4. Its own marketing strategy
5. Clear-cut competition
6. Distinct differential advantages
Step 2 in the Strategic Planning Process
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3. Setting
Marketing
Objectives
Marketing objectives:
Goals for each SBU
Quantitative: units and value
Qualitative: company image, customer satisfaction...etc
Step 3. in the Strategic Planning Process
The Keys to Good Benchmarking

1. Determine What to Benchmark
2. Understand Existing Operations
3. Research Others Practices and Potential Partners
4. Identify Best Practices
5. Pinpoint Improvement Areas
6. Conclude and Communicate
7. Create an Action Plan for the Future
By benchmarking, a firm sets its marketing standards,
based on prior actions by the firm, direct competitors, the best companies in its industry,
and/or innovative companies in other industries.

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4.
Performing
Situation
Analysis
The situation analysis is known as
SWOT Analysis
Internal factors include:
Strengths
Weaknesses
External factors include:
Opportunities
Threats

The SWOT analysis is a continuous review
of a firms market position.
Step 4 in the Strategic Planning Process

5.
Developing
Marketing
Strategy
A marketing strategy outlines the way in which the
marketing mix is used to attract and satisfy the target market.
A separate strategy is necessary for each SBU.
Step 5 in the Strategic Planning Process
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A target market strategy consists of
analyzing consumer demand,
targeting the market, and developing
an appropriate marketing strategy.

Market segmentation Divides the
market into distinct subsets of
customers.
A Market consists of all possible consumers for a good or service.
DEVELOPING A TARGET MARKET STRATEGY
6.
Implementing
Tactical Plans

Specific Tasks
Time Frame
Resource Allocation
Step 6 in the Strategic Planning Process
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Industry
Forecast
Sales
Potential
Expected
Environment
Sales
Forecast
Expected
Performance
of Firm
Developing a Sales Forecast
1. Simple Trend Analysis:
sales forecast based on firms recent performance.
2. Market Share Analysis:
assumes market share will stay the same.
3. Jury of Executives
company experts predict sales.
4. Sales Force Surveys
salespeople share experiences and customer feedback.
5. Consumer Surveys
measure attitudes, purchase intentions,
expectations, consumption rates, and SWOT.
Methods of Sales Forecasting
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6. Chain-Ratio Method
starts with general market information then more specific information.

7. Market Build Up Method
firm gathers data from small, separate market segments and aggregates
them.

8. Test Market
sales estimate from short-run, geographically limited sales of new products
.
9. Advanced Statistical Analyses
methods for sales forecasting that include computer simulations.
Methods for Sales Forecasting
Coordination of the
Marketing Mix
Stability
over Time
Well-Integrated
Marketing Plan
Clear Organizational
Mission
Long-Term Competitive
Advantages
Precisely Defined
Target Market(s)
Coordination
Among SBUs
Compatible Long-,
Moderate and
Short-Term Sub plans
Elements Leading to a Well-Integrated Marketing Plan
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7.
Monitoring
Results
Continuous monitoring of performance
Regular use of proper strategy adjustments
Maintenance of a customer-oriented focus
Stressing positive written and oral
communication among employees and channel members.

Step 7 in the Strategic Planning Process
The Marketing Audit
Process
1.
Determining
Who Does the
Audit
2.
Determining
When and
How Often
Audit Is
Conducted
3.
Determining
the Areas to
Be Audited
4.
Developing
Audit Forms
5.
Implementing
the Audit
6.
Presenting the
Results to
Management
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The Basic Marketing Functions

1. Environmental analysis and marketing research: Monitoring and adapting to external
factors that affect success or failure, such as the economy and competition; and collecting
data to resolve specific marketing issues.

2. Consumer analysis: Examining and evaluating consumer characteristics, needs
and purchase processes; and selecting the group(s) of consumers at which to aim
marketing efforts.

3. Broadening the Scope of Marketing: Deciding on the emphasis to place, as well as the
approach to take, on societal issues, global marketing, and the Web.

The Basic Marketing Functions
4. Product planning:
including goods, services, organizations, people,
places, ideas): Developing and maintaining products,
product assortments, product images, brands,
packaging, and optional features, and deleting faltering
products.

5. Distribution planning:
Forming logistical relationships with intermediaries,
physical distribution, inventory management,
warehousing, transportation, allocating goods
and services, wholesaling and retailing.

6. Promotion planning:
Communicating with customers, the general public and
others through some type of advertising,
public relations, personal selling, and/or sales promotion.


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The Basic Marketing Functions
7. Price planning:

Determining price levels and ranges, pricing techniques,
terms of purchase, price adjustments, and the use of price
as an active or passive factor.


8. Marketing management:

Planning, implementing and controlling the marketing
program (strategy) and individual marketing functions;
appraising the risks and benefits in decision making; and
focusing on total quality.

The Basic Marketing Functions
The 4 P's of Marketing Mix:

Product planning (including goods, services,
organizations, people, places, ideas)

Place (Distribution) planning

Promotion planning

Price planning

Additional 3 P's for Services:

Physical Evidence
People
Process

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Marketing Performers
Marketing
Specialist
Manufacturer
or Service
Provider
Organizational
Consumer
Retailer
Wholesaler
Final
Consumer
Final
Consumer
Session 3: Global Aspects of Marketing
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Learning Objectives
To define domestic, international, and global marketing Domestic marketing covers
a firms efforts in its home country. International marketing involves goods and
services sold outside a firms home country.

To explain why international marketing takes place and study its scope.

To explore the cultural, economic, political and legal, and technological environments
facing international marketers.

To analyze the stages in the development of an international marketing strategy.
When you think of International Marketing
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What its ALL About?
Understanding & managing diversity!
Overview of Global Marketing
Domestic marketing: a firms efforts in its home country.

International marketing involves marketing goods and
services outside the home country.

Global marketing is an advanced form of international
marketing in which a firm addresses global customers,
markets, and competition.
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Overview of Global Marketing
Type of Firms

Exporting firm:
It expands sales beyond its home borders.

International firm:
It modifies products for foreign markets or introduces new items.

Multinational firm:

While head-quartered in home nation.
50% of its sales/profits are from multiple nations.
Standardizing International Plans
Global Approach:

A common marketing plan is used for each nation.

Nonstandardized Approach:

Each country is given a separate marketing plan.

Glocal Approach (think global and act local):

This combines standardized and non-standardized plans
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International Marketing Strategies
To ADAPT
OR
NOT TO ADAPT??!!

This is the Question
McDonalds
International Brand
WITH
A Local Flavor
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Global with Local Flavor
Im Lovin It
McDonalds has over 31,000 restaurants worldwide in 119 different countries.

By tailoring their menus and restaurants to seamlessly integrate them into the social
standards within each nation, they have succeeded in globalizing their corporation.
To ADAPT OR NOT TO ADAPT??!!
This is the Question
In India

In India, there are no Big Macs,
because the Hindu people don't eat beef.

However, they have the Maharaja Mac,
which is a Big Mac made of lamb or chicken meat.

There is also a vegetarian burger, the Mc Aloo Tikki.

In Germany McDonald's serves Beer with the value meal.

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To ADAPT OR NOT TO ADAPT??!!
This is the Question
Japan totally reinvents McDonald's with its

Ebi Filet-O (shrimp burgers),
Koroke Burger (mashed potato, cabbage and katsu sauce,
all in a sandwich),
Ebi-Chiki (shrimp nuggets)
and Green Tea-flavored milkshake!

In fish-loving Norway,
they have the McLaks, a sandwich made of grilled salmon and dill sauce.

To ADAPT OR NOT TO ADAPT??!!
This is the Question
In Chile,
you can dress your burgers with - not ketchup - avocado paste!


In Costa Rica,
unsurprisingly, you can order Gallo Pinto, meaning rice and beans


It's not Greek
without pita, so when in Greece, have a Greek Mac,
a burger made of patties wrapped in pita.

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To ADAPT OR NOT TO ADAPT??!!
This is the Question
Rice-loving Hong Kong,
has - of course - Rice Burgers, where the burgers are in between,
not burger buns, but two patties of glutinous rice.


In Uruguay,
they have the McHuevo, which is like a regular hamburger,
but it is topped with a poached egg


In Saudi Arabia,
a 100% Muslim country, Mcdonald's makes sure to put
the "100% Halal" sign which insures the customer that all products
are prepared according to the Islamic rules.



US version Arab version
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Standardization Strategy
Standardization Strategy
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Standardization Strategy
Nestle Nespresso
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THANK YOU