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Objectives •History of marketing. •Define marketing. • Discuss the importance of marketing. •Marketing process. •Describe components of a marketing plan. • Provide keys marketing concepts. “Stand out of the crow d” Historical background 25 years agooooo Remember !!!!!!!!!!!!!!!! Chocolate Foods Cars Fashion What is marketing? “Identifying and satisfying consumers needs, profitably ” “Stand out of the crow d” “Stand out of the crow d” Needs, Wants, and Demands This Is a Need: Needs - state of felt deprivation including physical, social, and individual needs. “Stand out of the crow d” Needs, Wants, and Demands (contd.) Types of Needs Physical: Food, clothing, shelter, safety Social: Belonging, affection, financial Spiritual : ( ISLAM) “Stand out of the crow d” Needs, Wants, and Demands (contd.) This Is a Want: Wants - form that a human need takes, as shaped by culture and individual personality. “Stand out of the crow d” Needs, Wants, and Demands (contd.) This Is Demand Wants Buying Power “Demand” “Stand out of the crow d” The future school ! Imagine that you are the principle of a new kinder garden school. Your role is to develop the best way to convey knowledge to children. You must satisfy all needs children have so you can develop a proper educational system. “Stand out of the crow d” Concept It’s a NEED! Situations? Is it a type of marketing? Examples How did they succeed? Follow the path, uniquely “Stand out of the crow d” Concept It’s getting your message across, clearly Why do we need it? SET your Objectives… “Stand out of the crow d” “Stand out of the crow d ” ONE of the most stressful speaking situations! “Stand out of the crow d” GAME “Stand out of the crow d” What’s common? “Stand out of the crow d ” EXAMPLES “Stand out of the crow d” Follow the path to your Future Be yourself Be positive Talk with pride You’re the expert “Stand out of the crow d” After all… Market With Confidence “Stand out of the crow d” Overlapping concepts The selling concept The marketing concept “Stand out of the crow d” Overlapping concepts (contd.) “Stand out of the crow d” Overlapping concepts (contd.) Latest technology mobile phone ( with GPS & GPRS ) : Nokia N95 Girlish style mobile phone : Nokia 7373 “Stand out of the crow d” Business mobile phone : Nokia E65 Sports + musical mobile phone : Nokia 5700 XpressMusic Overlapping concepts (contd.) • The selling concept: “Consumers will not buy enough of your product if you leave them alone” Focus NOKIA “Stand out of the crow d” Overlapping concepts (contd.) • The marketing concept: “Foundation = market = people = needs” Integrating all the organization’s activities, including promotion, to satisfy these wants. Focus “Stand out of the crow d” It‘s all about MARKETING •Advertising •Marketing •Promotion •Publicity •Public Relation (PR) “Stand out of the crow d” Marketing conception focuses on needs and goals rather than products Product Oriented Market Oriented “ A bottle containing a drink” “Obey your thirst” “Our product is healthy” “ Fat vs. Thin” “ Our AC is durable” “Stand out of the crow d ” “ A story” Marketing Myopia Sellers pay more attention to the specific products they offer than to the benefits and experiences produced by the products. They focus on the “wants” and lose sight of the “needs.” “Stand out of the crow d” A Simple Model of the Marketing Process Needs , wants , demands Products Value , cost & satisfaction Exchange and transaction Capture value from customers in return Markets “Stand out of the crow d” Marketers and prospects The Marketing Process(contd.) Products (Goods, Services & Ideas) Product: Is anything that can be offered to satisfy a need or want Product=Offering=Solution “Stand out of the crow d” The Marketing Process(contd.) Product as an Idea Products do not have to be physical objects. “Stand out of the crow d” The Marketing Process(contd.) Value and Satisfaction Expectation 8 Performance 10 Expectation Performance 10 8 Overall value = Benefits / costs “Stand out of the crow d” The Marketing Process(contd.) What is a Market? The set of actual and potential buyers of a product. These people share a need or want that can be satisfied through exchange relationships. “Stand out of the crow d” The Marketing Process(contd.) Market Industry (sellers) Communication Goods and Services Money Information Where is the error ? “Stand out of the crow d” Market (Buyers) The Marketing Process(contd.) Marketers and Customers Types Marketer types: - Creative marketer - Responsive marketer Customer types: -Potential customer -Actual customer “Stand out of the crow d” “Stand out of the crow d” Defining Target market Needs, wants& Demands Market research Segmentation Targeting “Stand out of the crow d” Positioning Marketing Mix 4 Ps Product Price Promotions Place “Stand out of the crow d ” References Knowledge Academy, Mini MBA Marketing Course Principles of Marketing, 10th edition, Philip Kotler “Stand out of the crow d”