Novo Marmo

Prepeard By : Faleh Zahrawi

What is Marketing??
Selling? Advertising? Promotions? Making products available in stores? Maintaining inventories?

All of the above, plus much more!

Marketing = ?
Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, services to create exchanges that satisfy individual and organizational goals
American Marketing Association

Marketing = ?
Marketing management is the art and science of choosing target markets and getting, keeping, and growing customers through creating, delivering, and communicating superior customer value.

Simple Marketing System

Communication

Goods/services

Industry
(a collection of sellers)
Money

Market
(a collection of Buyers)

Information

Marketing = ?

Marketing is the sum of all activities that take you to a sales outlet. After that sales takes over. Marketing is all about creating a pull, sales is all about push. Marketing is all about managing the four Ps

product price place promotion

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The 4 Ps & 4Cs

Marketing Mix Convenience

Product
Customer Solution

Place Price Promotion

Communication 77

Customer Cost

Difference Between Sales & Marketing ?

Sales
trying to get the customer to want what the company produces

Marketing
trying to get the company produce what the customer wants

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Scope What do we market

Goods Services Events Experiences Personalities Place Organizations Properties Information Ideas and concepts

Core Concepts of Marketing

Based on : Needs, Wants, Desires / demand Products, Utility, Value & Satisfaction Exchange, Transactions & Relationships Markets, Marketing & Marketers.

Core Concepts of Marketing

Needs, wants demands Products

Utility,Value & Satisfaction

Markets

Marketers

Xchange,Transaction Relationships

Core Concepts of Marketing

Need food ( is a must ) Want Pizza, Burger, French fry's ( translation of a need as per our experience ) Demand Burger ( translation of a want as per our willingness and ability to buy ) Desire Have a Burger in a five star hotel

In order to understand Marketing let us begin with the

Marketing Triangle Customers

Company

Competition

Who is a Customer ??

CUSTOMER IS . . . . .

Anyone who is in the market looking at a product / service for attention, acquisition, use or consumption that satisfies a want or a need

Customer
CUSTOMER has needs, wants, demands and desires Understanding these needs is starting point of the entire marketing These needs, wants arise within a framework or an ecosystem Understanding both the needs and the ecosystem is the starting point of a long term relationship

How Do Consumers Choose Among Products & Services?

Value - the value or benefits the customers gain from using the product versus the cost of obtaining the product. Satisfaction - Based on a comparison of performance and expectations. Performance > Expectations => Satisfaction Performance < Expectations => Dissatisfaction

Customers Problem Solution

As a priority , we must bring to our customers WHAT THEY NEED We must be in a position to UNDERSTAND their problems Or in a new situation to give them a chance to AVOID the problems

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Customer looks for Value

Value =Benefit / Cost Benefit = Functional Benefit + Emotional Benefit Cost= Monetary Cost + Time + Cost Energy Cost + Psychic

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Analysis Of

Competition
Who are your competitors? What are their strengths and weaknesses? What have been their strategies? How are they likely to respond to your Marketing plan?

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Strategic Marketing
Strategic marketing management is concerned with how we will create value for the customer Asks two main questions

What is the organizations main

activity at a particular time? Customer Value What are its primary goals and how will these be achieved? how will this value be delivered

Strategic Planning
Strategic Planning is the managerial process of creating and maintaining a fit between the organizations objectives and resources and the evolving market opportunities. Also called Strategic Management Process All organizations have this Can be Formal or Informal

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The Strategic-Planning, Implementation, and Control Process

Business StrategicPlanning Process

External environment (Opportunity & Threat analysis)

Business Mission Goal Formulation

Internal Environment (Strength/ Weakness analysis)

Strategy Formulation
Environmental Analysis Internal Analysis
Competitor Customer Supplier Regulatory Social/ Political

Technology Know-How Manufacturing Know-How Marketing Know-How Distribution Know-How

Logistics Opportunities & Threats Strength & Weaknesses Identity Core Competencies

Identify opportunity

Fit internal Competencies with external opportunities

Firm Strategies

The Marketing Plan

A written document that acts as a guidebook of marketing activities for the marketing manager

CONTENTS of MARKETING PLAN

Business Mission Statement Objectives Situation Analysis (SWOT) Marketing Strategy Target Market Strategy Marketing Mix

Positioning Product Promotion Price Place Distribution People Process

Implementation, Evaluation and Control

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The Marketing Process

Business Mission Stateme nt Objectiv es Situation or SWOT Analysis

Marketing Strategy
Target Market Strategy

Marketing Mix
Product Promotion Place/Distribution Price

Implementation Evaluation, Control

Factors Influencing Companys Marketing Strategy

External Marketing Environment

External Environment is not controllable

Demographics Physical / Natural Product Distribution Promotion Price

Social Change

Ever-Changing Marketplace Economic Conditions

Competition

Target Market
Technology Political & Legal Factors

Environmental Scanning

Product

Product is . . . . .

Anything that is offered to the market for attention, acquisition, use or consumption that satisfies a want or a need

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Types of Products

PRODUCTS

Consumer Products

Services

Industrial Products

Product Items, Lines, and Mixes

Product Item

A specific version of a product that can be designated as a distinct offering among an organizations products. A group of closely-related product items. All products that an organization sells.
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Product Line

Product Mix

Product Mix
Width how many product lines a company has Length how many products are there in a product line Depth how many variants of each product exist within a product line Consistency how closely related the product lines are in end use

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What is a Service? Defining the Essence

An act or performance offered by one party to another (performances are intangible, but may involve use of physical products) An economic activity that does not result in ownership A process that creates benefits by facilitating a desired change in customers themselves, or their physical possessions, or intangible assets

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Some Industries Service Sector

Manufacturing Mining Restaurants, catering Insurance News and entertainment Transportation (freight and passenger)

Health care Education Wholesaling and retailing Laundries, dry-cleaning Repair and maintenance Professional (e.g., law, architecture, consulting)

Classification of Services

Pure Intangible Service

Manufacturing Mining
Business Hotels Product = Service Computers Major Product with Minor Services Materials / Components

Pure Tangible Product

Major Characteristic of Services

Intangibility Services are intangibility cannot be seen, tasted, felt, heard or smelled before purchase. Inseparability - Services are produced and consumed simultaneously. Variability or Heterogeneity Services are highly variable Perishability Services cannot be stored. Non Ownership - Services are rendered but there is no transfer of title

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The Marketing Mix

The conventional view of the marketing mix consisted of four components (4 Ps): Product, Price, Place/ distribution and Promotion. Generally acknowledged that this is too narrow today; now includes , Processes, Productivity [technology ] People [employees], Physical evidence Marketers today are focused on virtually all aspects of the firms operations that have the potential to affect the relationship with customers.

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The 8Ps of Integrated Service Management vs. the Traditional 4Ps

Product elements Place, cyberspace, and time Process Productivity and quality People Promotion and education Physical evidence Price and other user outlays

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The Give and Get of Marketing

Great Words on Marketing

The purpose of a company is to create a customer The only profit center is the customer. A business has twoand only twobasic functions: marketing and innovation. Marketing and innovation produce results: all the rest are costs. The aim of marketing is to make selling unnecessary. While great devices are invented in the Laboratory, great products are invented in the Marketing department. Marketing is too important to be left to the marketing department.

Drivers of Customer Satisfaction

Many aspects of the firms value proposition contribute to customer satisfaction:
The core product or service offered Support services and systems The technical performance of the firm Interaction with the firm and it employees The emotional connection with customers

Ability to add value and to differentiate as a firm focuses more on the top levels

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Marketers and Markets

Marketers are focused on stimulating exchanges with customers who make up markets B2C or B2B. The market is comprised of people who play a series of roles: decision makers, consumers, purchasers, and influencers. It is absolutely essential that marketers have a detailed understanding of consumers, their needs and wants. Much happens before and after the sale to affect customer satisfaction

Stages of Customer Interaction

What Changed in Marketing

Old Economy Organize by product units Focus on profitable transactions Look primarily at financial scorecard Focus on shareholders Marketing does the marketing Build brands through advertising Focus on customer acquisition No customer satisfaction measurement Over-promise, under-deliver New Economy Organize by customer segments Focus on customer lifetime value Look also at marketing scorecard Focus on stakeholders Everyone does the marketing Build brands through performance Focus on customer retention Measure customer satisfaction and retention rate Under-promise, over-deliver

Customer?

Technology alone does not deliver, helps people do.

Customers need To be educated too

Customers are not only present where competition is.

Advertising will only sell, Not retain customers

Selling focuses on the needs of the seller; marketing on the needs of the buyer

Thank you for working so hard today! Call me anytime! 055.4739212, zfaleh@yahoo.com